Ubuntu Wiki

This page is under development, please do not edit.

• Launchpad entry: none yet

• Created: Date(2006-07-18T16:49:14Z) by jBaer

• Contributors: jBaer

• Packages affected: Ubuntu, Kubuntu, Xubuntu, Edubuntu, Ubuntu Server

A. Summary

Product definition in an open source environment is challenging. Everything is bid and acceptance is voluntary. In the truest sense of Darwinism products live and die by the activity of their development, acceptance by the user population, or the lack thereof.

Distributions are built like Lego's where communities assemble finished products from a grab bag of kernels which include Linux, BSD, or Solaris and dress them in user interfaces called Gnome, KDE, and XFCE. The final product is cloned and engineered for platforms such as Intel-32, Intel-64, AMD, and PPC. As a testimony to the success of the Ubuntu community, their products have risen to a level where others are leveraging them into their own product lines.

All of these nuances and permutations add to the confusion and marketing chaos.

The world of Ubuntu is really a community which supports various products based on the Linux kernel. It's name sake product is a Linux kernel tailored with a Gnome user interface. Sibling products have evolved supporting the same kernel but different interfaces. In addition, specialty products have risen to support the education and server markets. The community is always in motion, the mix constantly changing and evolving, resulting in the unclear branding of Ubuntu Products.

B. Rationale

B.1 Background

Ubuntu is a Community of people (referred to as “Community”) and a special blend of Linux mated to the Gnome Desktop (referred to as “Ubuntu Desktop”). Although Kubuntu and Xubuntu are branded in a manner which segregates them from the others, to the new user it may be unclear that Kubuntu is really Ubuntu Linux mated to the KDE Desktop and Xubuntu is really Ubuntu Linux mated to the XFCE Desktop. In addition, branding for Ubuntu Server is absent and the new user may not understand Edubuntu is really the Ubuntu Desktop targeted toward schools and young children.

When we communicate the identity of Ubuntu products it is important the message is received intact and unblemished. In addition, the message must be succinct and delivered without reams of explanation. Failure to obtain these goals will alienate individuals who would otherwise be willing try the Ubuntu Desktop, Kubuntu, Xubuntu, Edubuntu, or Ubuntu Linux Server (collectively referred to as “Ubuntu Product”). As the desire of the community is to promote Ubuntu to a wider audience achieving this level of excellence is critical.

B.2 Current Marketing Norms

The current marketing norms in the computer software arena follow the following pattern.

Owner -> Product -> Category -> SubcategoryBR

Microsoft -> Windows -> XPBR Oracle -> Database -> 10gBR Apple -> Mac -> OSXBR

Applying this pattern to Ubuntu produces the following:BR

Ubuntu -> Linux -> Gnome DesktopBR Ubuntu -> Linux -> Gnome Desktop -> EducationBR Ubuntu -> Linux -> KDE DesktopBR Ubuntu -> Linux -> XFCE DesktopBR Ubuntu -> Linux -> ServerBR

B.3 Current branding is discriminatory

The very fact Ubuntu refers to the Community and to the Ubuntu Desktop delivers the message the Ubuntu Desktop is the preferred Ubuntu product. The truth is every Ubuntu Product stands on equal footing and should be presented without prejudice.

B.4 Consistent definition lacking

The Desktop, Kubuntu, Xubuntu, and Edubuntu fail to deliver an accurate and consistent message describing their identity. An individual from the US may interpret the Edubuntu branding correctly and then assume Kubuntu is directed toward K12 schools. To the highest degree possible the branding should be culture agnostic.

B.5 Logo synchronization

The Kubuntu and Xubuntu logos do an excellent job establishing a harmonious identity within the Ubuntu community. The issue is the Ubuntu Desktop is without a logo and relies on the Community logo.

C. Use cases

1st Time Visit to the Ubuntu Web Site

Hector overheard some school friends bragging about Ubuntu with words like way cool... better than the other junk. Kicked back at his computer he decides to check it out and directs his browser to the Ubuntu home page. Greeted by smiling faces, his eyes are drawn to the large Ubuntu logo and to the words kubuntu, xubuntu, and edubuntu highlighted under a title scribed related projects. BRBR Pausing to adjust his seating, he continues at the center of the page. BRBR “Ubuntu is a complete Linux-based operating system, freely available with both community and professional support. It is developed by a large community and we invite you to participate too!” BRBR “Cool ... Linux ... I've heard of that!” he comments to himself. BRBR Curious, he clicks the community icon and waits for the page to load. BRBR “The Ubuntu community consist of individuals and teams, working on different aspects of the distribution, giving advice and technical support, and helping to promote Ubuntu to a wider audience.” BRBR Like a random thought coming out of the blue he questions, “So what are we talking about? People or an OS?" BRBR With a look of bewilderment his attention returns to the kubuntu link and his finger engages the mouse. BRBR “Kubuntu is a user friendly operating system based on KDE, the K Desktop Environment. With a predictable 6 month release cycle and part of the Ubuntu project, Kubuntu is the GNU/Linux distribution for everyone.” BRBR “User friendly OS? I thought Linux was the OS”, he exclaims. BRBR Navigating back to the previous page he pilots the mouse to the xubuntu link. BRBR As his eyes scan the page, his lips utter the words. BRBR "Xubuntu is a complete GNU/Linux based system with an Ubuntu base. It's lighter, and more efficient than Ubuntu with GNOME or KDE, since it uses the Xfce Desktop environment, which makes it ideal for old or low-end machines, as well as thin-client networks." BRBR Pausing to bring his thoughts into focus he grumbles, “What is a Ubuntu base?” BRBR "Too much like work" he chuckles as he shuts down his browser. BRBR Pushing away from the desk the words of his friends echo in his mind and with a final commentary he murmurs "The dorks don't know what they're talking about!" BR

D. Scope

• Re-brand Ubuntu Linux Gnome Desktop
• Re-brand Ubuntu Linux KDE Desktop
• Re-brand Ubuntu Linux XFCE Desktop
• Re-brand Ubuntu Linux Server Edition
• Re-brand Ubuntu Linux Education Edition

E. Design

Scenario # 1

Retain the branding of current products to the highest degree possible.

To illustrate ...

Ubuntu becomes Ubuntu Linux Gnome DesktopBR Kubuntu becomes Ubuntu Linux KDE DesktopBR

Scenario # 2

Re-brand all products to a new unified structure

To illustrate ...

Ubuntu becomes Ubuntu Linux OS/gBR Kubuntu becomes Ubuntu Linux OS/kBR

F. Implementation

• Create an unified branding template for all products
• Apply template to current products
• Create artwork to reflect new branding, if required
• Create rollout campaign, press releases, etc.

G. Obstacles/Unresolved issues

1. Each product team has been involved in the branding of their respected products and there is substantial momentum in the current branding. The constituency of these teams will need to agree and endorse the change.
2. The process needs to be mindful of edeavors past and present. There may be Community endorsed initiatives at play which re-branding may harm.
   • Ubuntu Book
   • Distro Watch

H. BoF agenda and discussion

Agenda of first meeing <TBD>

BR

CategoryMarketing