Produced by Purdue University's Open Source Development and Documentation Project
November/December 2004
Executive Summary
The purpose of this study was to collect research data and recommendations regarding the target markets outlined in the OpenOffice.org Strategic Marketing Plan 2010. OpenOffice.org is a fully functional office productivity suite compatible with Microsoft Office file formats. Many different businesses and organizations in Lafayette, Indiana, were provided with information about OpenOffice.org. They were interviewed and asked to complete surveys to find their attitudes and reactions to OpenOffice.org.
The study found that the participants had mixed reactions to OpenOffice.org, but that nearly everyone was interested in the fact that the software was free. Researchers recommend that OpenOffice.org
- Gain more significance outside the open source community--“get the word out”
- Focus marketing strategy on stressing compatibility with current office software
- Develop online technical support
- Target end user home use
- Market product to sites’ different opinions and needs
- Address security concerns in marketing materials.
Download the pdf of the full report.
View the project page for the OpenOffice Target Market Research and Analysis (includes an OpenOffice.org document version of this report).