Why Canonical Should Imitate Apple's Early Playbook

by Sam Dean - Mar. 08, 2010Comments (2)

One of the most indelible images in the history of personal computing came in 1984, when Apple Computer delivered its famous television ad depicting a running heroine throwing a hammer (read, a Mac) at a looming Big Brother-like specter representing IBM. The ad was directed by Ridley Scott, director of Blade Runner, and is a classic example of how Apple has always sought to reach those interested in alternative technology solutions that may not be market share leaders. On the open source front today, Canonical could do big things with Ubuntu by imitating Apple's early playbook.

As Savio Rodrigues has noted, Ubuntu is being taken more seriously as both a desktop and a server operating system in some enterprises. If you haven't used Ubuntu, or haven't used it in a while, it is much more friendly and graphical than it used to be, and it is more compatible with hardware. Canonical recently hired noted open source blogger and Alfresco Software veteran Matt Asay as its new chief operating officer, where he will no doubt have much responsibility for how Ubuntu is marketed.

The time may be ripe for shrewd marketing of Ubuntu. In addition to looking and working better than it did in early versions, Linux operating systems are finally being taken seriously by mainstream users. Look at the success of Android, and consider how much anticipation there is for Google's upcoming Chrome OS. Guess who helped with the development of Chrome OS? The folks at Canonical did.

With Red Hat not focused on the desktop, and Novell's entire future in question, Canonical may have an opportunity to win lots of new users of Ubuntu, including enterprise users. If Canonical wants to move ahead with Ubuntu, marketing it like Apple marketed its early computers would make lots of sense. Very early on, Apple appealed to users seeking alternatives to the oppressive technology platforms of the day. The Macintosh was positioned as a breath of fresh air, a new approach, a smart way to break the ties that bind.

That's exactly the kind of message that Canonical could take to many exasperated, dispassionate users right now--a Think Different message. Both Microsoft and Apple continue to practice closed policies that alienate some users. Ubuntu could be marketed as a truly open alternative, and Canonical could drum up the same kind of interest in it that Google has for Chrome OS. Don't the folks at Canonical have far more operating system experience than the people at Google? Then why does Google get so much more warm and fuzzy marketing love?

The answer is that Canonical hasn't ever made an effective effort to market Ubuntu. Now's the time, and Apple's early playbook can be Canonical's guide.

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by an anonymous user on Mar. 08, 2010

"Then why does Google get so much more warm and fuzzy marketing love?"

A big reason Android and Chrome OS have drummed up a lot more attention than Ubuntu is because Google is a respected brand because so many people use Google search and indeed other Google products (Google Earth, Gmail, Youtube etc.)

How many people even know of Canonical? Not many because their main product is Ubuntu and for most people to use it they have to look really hard for a store that sells a PC with it installed or install it themselves. Which to most people wouldn't sound like fun. Especially since most PCs come with another OS (Windows).

If Wikipedia or Mozilla came out with a OS there would be way more excitement than there is for Canonicals offering because people have actually heard and use their products already.

To sum up:

People like brands. They trust brands because it take too much time and energy to research the merits of every given product or technology. Canonicals brand is to Google's what the movie "Dark City" is to "Star Wars".

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