Software Libero e Business - Paolo Storti Ivrea | 26 giugno 2015

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Software Libero e Business - Paolo Storti Ivrea | 26 giugno 2015
Software Libero e Business
           Paolo Storti
              STUDIOSTORTI

       Ivrea | 26 giugno 2015
Software Libero e Business - Paolo Storti Ivrea | 26 giugno 2015
“le pubbliche amministrazioni acquisiscono programmi informatici o

  Art.68
                                                    parti di essi nel rispetto dei principi di economicità e di efficienza, tutela
                                                    degli investimenti, riuso e neutralità tecnologica, a seguito di una
                                                    valutazione comparativa di tipo tecnico ed economico tra le seguenti
                                                    soluzioni disponibili sul mercato:”
  Codice dell'Amministrazione Digitale

  Software sviluppato per conto della                                                 Software fruibile in modalità cloud
  pubblica amministrazione;                                                           computing;

  Riutilizzo di software o parti di esso                                              Riutilizzo di tipo proprietario mediante
  sviluppati per conto della pubblica                                                 ricorso a licenza d'uso;
  amministrazione;

  Software libero o a codice sorgente                                                 Software combinazione delle
  aperto;                                                                             precedenti soluzioni;

  http://www.agid.gov.it/cad/analisi-comparativa-soluzioni

Ivrea | 26 giugno 2015                            Paolo Storti
Software Libero e Business - Paolo Storti Ivrea | 26 giugno 2015
Art.68
  Codice dell'Amministrazione Digitale

                             1-ter
                             “Ove dalla valutazione comparativa di tipo tecnico ed
                             economico, secondo i criteri di cui al comma 1-bis, risulti
                             motivatamente l'impossibilità di accedere a soluzioni già
                             disponibili all'interno della pubblica amministrazione, o a
                             software liberi o a codici sorgente aperto, adeguati alle
                             esigenze da soddisfare, è consentita l'acquisizione di
                             programmi informatici di tipo proprietario mediante ricorso
                             a licenza d'uso.”

  http://www.agid.gov.it/cad/analisi-comparativa-soluzioni

Ivrea | 26 giugno 2015                            Paolo Storti
Software Libero e Business - Paolo Storti Ivrea | 26 giugno 2015
Circ.63                  Linee guida per la valutazione comparativa prevista dall’art. 68

                              Art. 4.1.1 Le licenze d'uso di prodotti
                              software c.d. proprietari
                              “Si fa inoltre presente che possono appartenere alla famiglia dei
                              software proprietari anche alcuni applicativi nominalmente
                              dichiarati liberi, quali ad esempio MySQL, Zimbra, Alfresco. Infatti i
                              titolari del copyright di questa tipologia di software, anche se
                              rilasciato sotto condizioni copyleft, quindi di software libero,
                              possono distribuirli con una doppia licenza, di cui una proprietaria
                              e una di software libero. La licenza proprietaria è legata tipicamente
                              ai livelli garantiti di assistenza, oppure alla possibilità di includere il
                              prodotto in opere derivate altrettanto proprietarie (opzione che
                              sarebbe esclusa se si facesse affidamento sulla licenza copyleft).”

                              Software OpenSource “Commerciale”?
                  ULTIME
                  NOVITÀ      di Italo Vignoli
                              http://www.cwi.it/software-open-source-commerciale-22547

  http://www.agid.gov.it/cad/analisi-comparativa-soluzioni

Ivrea | 26 giugno 2015                             Paolo Storti
Software Libero e Business - Paolo Storti Ivrea | 26 giugno 2015
Art. 52                Accesso telematico e riutilizzo dei dati delle pubbliche amministrazioni

                             Comma 1
                             ...“I dati e i documenti che le amministrazioni titolari pubblicano, con
                             qualsiasi modalità, senza l'espressa adozione di una licenza di cui
                             all'articolo 2, comma 1, lettera h), del decreto legislativo 24 gennaio
                             2006, n. 36, si intendono rilasciati come dati di tipo aperto ai sensi
                             all'articolo 68, comma 3, del presente Codice.

                             L'eventuale adozione di una licenza di cui al citato articolo 2, comma
                             1, lettera h), è motivata ai sensi delle linee guida nazionali di cui al
                             comma 7..”...

  http://www.agid.gov.it/dati-pubblici-condivisione/open-data

Ivrea | 26 giugno 2015                            Paolo Storti
Software Libero e Business - Paolo Storti Ivrea | 26 giugno 2015
Come scegliere l'azienda:
                                                Per avere
                                                la garanzia
MERCATO                                         del risultato
open source
                                                ESPERIENZA
                                                di attività analoghe per
                          +95%                  tipologia e dimensione
                          -5                    DIPENDENTI
                                                garanzia di costante e
                          +                     tempestiva assistenza
                                                FOCALIZZAZIONE
                                                dei servizi
                                                LIBERTÀ
                                                da vincoli contrattuali
                                                sui software richiesti

 Ivrea | 26 giugno 2015          Paolo Storti
Software Libero e Business - Paolo Storti Ivrea | 26 giugno 2015
Three kinds of licenses can be identified according to their permissiveness
                                                                                                                             - permissive

       They require that any modified software
       and any program including this software
       in a derived product must be placed
       under the same license
       Examples:

                                                                                               Extent to which licenses can be claimed
               General Public License (GPL)                                 Free
               Mozilla Public License (MPL)                              Proliferate
                                                                         Copylefted
                                                                          licenses

       They contain a clause allowing users to mix
       the software with proprietary software and
       place it under a proprietary license, on the
       condition that the free module remains under
       a free license                                                  Free copylefted
       Examples:                                                          Persistent
               Lesser General Public License (LGPL)                        licenses
               Berkeley Software Distribution (BSD)
               License MIT

       Anyone can transform a source code under
       this license withoutacknowledging its original
       developer
       Examples:                                                Free non-copylefted licenses
               Xfree86
               X Consortium
               License Apache

                                                                                                                             + permissive

 Ivrea | 26 giugno 2015                                 Paolo Storti
The objective of this paper is to analyse the different open source business models

                    Broadly, a business model is made up of two elements:

                                    The revenue model                                             The cost structure

                    Value creation:          definition of     the offer             Definition     according           to   the     cost
                    generating the highest              willingness to               categories (raw materials,              marketing,
                    pay                                                              R&D, administrative) and their types
                                                                                     (fixed or variable)
                    Capture of the value created through:
                            The     sale     of     rights    (sale      of          Identification         of    the        company’s
                            patents, licenses or even client files)                  specific      skills        which        give     a
                            The sale of products                                     competitive advantage
                            The sale of services
                                                                                     Determination of the capital sources

                    A feature of the open source business models is that their main difference lies
                    in their revenue models.                   For the sake of        clarity, we will present a typology
                    centred around these models

   Ivrea | 26 giugno 2015                                             Paolo Storti
Four business models can be identified

                               The services or indirect                The value added
                                 valorisation model                    distribution model

                                                        Business
                                                         Model

                               The double license or             The mutualization model
                              commercial open source
                                  license model

                          Whichever model is chosen, all the companies offer complementary

                         services for their products that can represent a quarter or half of their
                                                         sales figure

Ivrea | 26 giugno 2015                                  Paolo Storti
The service model
The service model takes two forms

             Simple           service        model:
             commercialization of services that have
             no link to a specific product

             « Our job is to be the Switzerland of
             open source software components »
             (M. Halsey, Alliances and international sales vice-president for
             Spikesource)

             A variant of this model involves
             providing an application service without
             any direct link to the open source
             software used via an Internet network
             using a standard protocol (ASP model)

             Indirect     monetization    model:
             commercialization     of    services
             associated to software developed or
             packaged internally

  Ivrea | 26 giugno 2015                                                        Paolo Storti
The service model
The service offered are of different types

                                                                                   S u rv e illa n ce
                F o rm a tio n
                                                               •A lgorithm s control
                                                               •B ug detection
                                                               •S urveillance of security
                                                               problem s com ing from
                                                               other open source
                                                               softw are

                           •H elp                              •H elp w ith the integration of
                           •P ublication of support            tested softw are
                           docum ents                          •G uaranteed
                           •C reation of patches should        interoperability
                           a problem occur

   T e ch n ica l a ss ista n ce                                        T e sts a n d g u a ra n te e

  Ivrea | 26 giugno 2015                              Paolo Storti
The simple service model relies                                                                The service model
on two opposite levers

                                                         Growth levers

                                                                       Specializing the services offered
                              Extending the number
                                                                          to develop a competitive
                               of services offered
                                                                                  advantage

                           Segments of the market available:            The competition’s level of intensity on
                           depending on the number of companies         the services offered: the stronger the
                           commercializing open source solutions        competition is, the more it is in the open
                           without      offering    complementary       source company’s interest to develop
                           services of satisfying quality               specific skills around a few products
                           The company’s faculty to offer services      The consumer’s need and their
                           on a great number of software that it did    willingness to pay: if potential clients
                           not develop itself                           have specific needs and are not very
                                                                        sensitive to price, it would be better for
                                                                        the open source co pany to specialize
                                                                        around a few profitable services for
                               Evolution                                which the company can charge a lot
                                Factors

  Ivrea | 26 giugno 2015                                      Paolo Storti
The success of the indirect                                                                             The service model
Monetization model relies on two levers

                                                            Levers of growth

                           Increasing the size of the market                 Increasing the monetization rate
                            by preferring a wide diffusion of               by offering services to a maximum
                                      the solutions                                   number of users

                             The competition’s level of intensity on         The competition’s level of intensity on
                             the software offered, which depends             complementary services offered
                             on the forking1) risk
                                                                             The choice of the product’s level of
                             The license’s choice:                           refinement:
                                 If the products are made for a direct            A product that is too sophisticated only
                                 use, no other software will be developed         needs a few complementary services
                                 with the source code made by the                 A product that is not related enough to the
                                 company. As a consequence, a copyleft            operational product will be rejected by
                                 type license is adapted because there is         users and developers
                                 no risk of contamination
                                 If    the     products    are    modules
                                 instead, meant to be inserted in other
                                 programs, it is imperative that the
                                 company uses a copylefted persistent
                                                                                                 Evolution
                                 license or a non-copylefted one
                                                                                                  Factors

  Ivrea | 26 giugno 2015                                           Paolo Storti
The value added distribution model consist                                            The value added
in selling a standard version                                                         distribution model

of an existing product
             With this model, open source
             software is not developed by
             the firms that commercialize
             their services: they already
             exist and are packaged in a
             standard version that can be
             downloaded, pre-installed on
             computers or sold on
             physical bases

              The « sale» is generally
             made       as   a    yearly
             subscription to the product
             and a set of attached
             services*

         *: the subscription accounts for 85% of Red Hat revenues in 2006

  Ivrea | 26 giugno 2015                                               Paolo Storti
This model offers a triple client value                                                                             The value added
                                                                                                                    distribution model

                                                                 C lie n t V a lu e

                                                           T r a n s fe r       of        th e       r is k s
                                                           r e la te d to th e u s e o f o p e n
                                                           s o u r c e s o lu tio n s , fr o m th e
                                                           c lie n t to th e fir m :

       S a v in g        tim e :       th e    c lie n t       • T e s te d ,        c e r tifie d       and
       d ir e c tly    g e ts      a    packaged               g u a r a n te e d v e r s io n s
                                                                                                                R e g u la r O b te n tio n o f n e w
       a n d te s te d v e r s io n o f th e
                                                                                                                p a tc h e s    and     u p d a te s   fo r
       s o ftw a r e ,             w h ic h          is        • In d e m n ific a tio n                  in
                                                                                                                th e        le n g th       of         th e
       im m e d ia te ly               c o m p a tib le        case              of              s e r io u s
                                                                                                                s u b s c r ip tio n
       w ith h is c o m p u t e r a n d h is                   p r o b le m s
       s o ftw a r e
                                                               • T e c h n ic a l         a s s is ta n c e
                                                               s e r v ic e s        in t e g r a te d    in
                                                               th e p a c k a g in g

   Ivrea | 26 giugno 2015                                                   Paolo Storti
The double license model relies                                                    The value added
on a discrimination of the users                                                   distribution model

     T his m od el re sts on a double license system :
           A n op en source license fo r the sta ndard p rod uct
           A license th at is m o re pro tected, w hich com es w ith a
           gu arantee and is ge nerally linke d to a prod uct that
           offers m o re functio nalitie s

     T he open source license has to be proliferate
     copylefted because eve ry ente rprise w ishing to
     integrate the so urce code to a larger set of
     products an d keep it under p roprietary license
     w ill then have to buy the com m ercial ve rsion of
     the solution offere d

     S ym etrically, the com m ercial versio n m ust be
     und er proprietary license to a void forking risks,
     or free n on-co pylefted or persistent to avoid
     proliferation effects if the client com pany w ishes
     to inte grate th e source cod e in a la rg er system

     T his solution allow s the com bination of the free
     licenses’ a dvantage s (creating a com m unity of
     program m ers, fa st diffusion to benefit from
     netw ork effects) and those o f the proprietary
     license (stable and kno w n reven ue flow , no
     co nta m ination risk fro m open source licenses)

   Ivrea | 26 giugno 2015                                           Paolo Storti
Open source companies using this double
                                                                                                     The double license model
license model have to arbitrate twice

                                                                  Arbitration type

                            Percentage of the commercial
                                                                                          Level of finishing of the
                            version’s code included in the
                                                                                         commercialized products
                                 community version

                           Role played by the community: the more                   The company’s internal resources and skills:
                           important its role is, the higher the commercial         the double license model is perfectly suited for
                           version’s code should be included in the                 companies which develop their components.
                           community version                                        Companies which make the choice to develop
                                                                                    finished products must have the internal resources
                                                                                    necessary to lead a community of developers,
                           Product renown: the better-known the product             convince corporate customers to buy the
                           and the need it answers are, the easier users will       commercial version, offer technical support for an
                           see its usefulness. The company will not have to         extended customer base, etc.
                           divulge much in the community version then.

                           Company renown:
                              The better-known the company is, the lower the
                              forking risk. The community open source version
                              can thus contain a very important part of the
                              commercial version’s code, without taking the risk
                              of seeing fierce competitors emerge
                              The better-known the comapny is, the less
                              dependent on the community version’s trial the
                                                                                                     Factors
                              purchase of the commercial version is. For this
                              reason, the community version does not need to
                              be close to the commercial version
                                                                                                    of choice

  Ivrea | 26 giugno 2015                                                  Paolo Storti
The “mutualization” model rests on the
Successive development                                          The mutualization model

of several modules…
                The mutualization model consists in the development of a relatively simple
                version of the product and the subsequent development of modules on
                demand

  Ivrea | 26 giugno 2015                       Paolo Storti
… and generally results in the creation
of a community of clients                                         The mutualization model

             To make the development of
             expensive modules easier, the
             open source company can create
             a community of clients, pooling
             their resources to fund the
             module’s development

             This community can become
             durable and turn into an investors’
             club, which regularly orders new
             modules

   Ivrea | 26 giugno 2015                          Paolo Storti
The mutualization model only applies
to very specific conditions                                                  The mutualization model

                                                     Solutions for very
                                                       targeted needs
                                                   allowing the fast pre-
                                                   em ption of the m arket
                                                   and the curbing of the
                                                         com petition

                                                      M utualization
                                                          m odel

                             C om plex product
                           that can occasion the                               H igh rhythm s of
                              developm ent of                                obsolescence of the
                            num erous additional                             solutions developed
                                  m odules

  Ivrea | 26 giugno 2015                               Paolo Storti
Four key factors must be taken into account
in the success of an open source company

                                          Established
                                            market

                                              Key           Alleviation of
                           Community of
                            developers     success         the managers’
                                            factors             fears

                                              Stable
                                           commercial
                                          infrastructure

  Ivrea | 26 giugno 2015                  Paolo Storti
Grazie a tutti
    Paolo Storti
       STUDIOSTORTI

Ivrea | 26 giugno 2015
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