Marketing SIG: Open source as a business strategy



  • The Monthly Meeting of the Marketing SIG



    Title: Open source as a business strategy: Alliances, marketing and development in an open world

    Open source software is much more than a development and licensing method, it is a business strategy; and it is a key driver of today’s software world.  Understanding how it works, and how you can take advantage of it can be important to your business. 
    •How can you use open source software methods to increase your market penetration, reduce your development costs and shorten your time to market? 
    •What is the role of alliances in open source?
    •What is the current state of the open source community?
    •What strategies work, how do you protect your IP, how do marketing and business models change in open source?

    Join us September 10th as we host a panel discussion comprised by alliance, business development and marketing experts, and open source company executives with real life experiences to address these - and your - questions concerning the open source as a business strategy.

    Moderating the panel will be John Soper, founder of New Paradigms Marketing Group. He is a software business development and strategic alliances expert, and open source veteran. Also invited to participate on the panel are:
    Bernard Golden, Chief Executive Officer, Navica, and author of “Succeeding with Open Source”.
    John Bara, VP Marketing of XenSorce
    Bill Soward, President and CEO of Adaptive Planning




    John Soper is a recognized leader in technology alliance, business and market development.  As the founder of New Paradigms Marketing Group in 1994, he has helpednumerous Silicon Valley companies find creative business and marketing strategies to bring cutting edge technologies to market - including, early Internet services, Java, Linux and other Open Source Software, and network security.  He has delivered and implemented successful and innovative business strategies for F100 companies including Sun Microsystems, SGI, NEC and Siemens as well as a host of startups.  Prior to founding NPMG, John led key marketing and business development innovations at Sequent Computer, US Computer Services and Prime Computer.  Prior to that he broke new ground in developing university-commercial sector relationships at the University of Wisconsin-Madison.  He has worked with the key Silicon Valley technology companies and continues to contribute to the growth of the enterprise software industry.  He has also offered insightful and accurate assessments of key trends facing the industry in his publications and talks. (For more information see

    Bernard Golden, founder and CEO Navica, is a recognized authority on open source software. Called "a renowned open source expert" (IT Business Edge) and "an open source guru" (, he is regularly featured in magazines like Computerworld, InformationWeek, and Inc. His blog "The Open Source" is one of the most popular features of CIO Magazine's website. He is a frequent speaker at industry conferences like LinuxWorld, the Open Source Business Conference, the Red Hat Summit, and he served as program chair at the inaugural Open Source in Mobile conference in Amsterdam. He is the author of the acclaimed "Succeeding with Open Source," (Addison-Wesley, 2005, published in three languages). Prior to founding Navica, Bernard served as a Venture Partner for an international venture fund and has been Vice President and General Manager in a number of private and public software companies, including Informix, Uniplex Software, and Deploy Solutions.

    John Bara, VP Marketing of XenSorce. John joined XenSource from Interwoven, where he served as SVP Marketing. Previously, he was VP Marketing at Genesys Telecommunications Labs, Inc. At Intel, he was a management team member for the Pentium group, financial controller for the microprocessor group, and held responsibility for large OEM customers including HP. A former banking executive with the Bank of Boston, and Citibank Tokyo, John holds an MBA degree from Harvard Business School, and a BA from Oberlin College.

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    William A. Soward, President & CEO of Adaptive Planning. Bill is a seasoned enterprise software executive with 25 years of experience in technology management and operational finance roles. Prior to Adaptive Planning, Bill was an Executive in Residence at Accel Partners. Prior to Accel, he was General Manager of FRS, a business unit of S1 Corporation that provided financial institutions worldwide with enterprise risk and regulatory compliance solutions. While at S1, Bill transformed FRS into the company's most successful business unit, more than doubling revenues while building profitable and sustainable customer relationships with global financial institutions.
    Additionally, as a member of S1's executive team, Bill helped spearhead the build out of S1's European operations and served as the interim CEO of both S1 Europe and S1's Edify business unit. Prior to joining S1, he held a variety of executive roles at Edify Corporation, where he built and managed the company's highly-successful online financial services software business and helped drive the company's acquisition by S1. Previously, Bill served in management roles with Siemens-Rolm and IBM, and was Managing Partner and CFO of a residential construction company. Bill holds a B.S. degree in Business Administration from the University of California, Berkeley.


    Event Logistics


    DLA Piper Rudnick Gray Cary LLP

    2000 University Ave.(University Circle)

    East Palo Alto, CA 94303

    Tel: 650.833.2000

    Note: These are the tall buildings on the corner of University Avenue and Woodland Avenue on the west side of Hwy. 101. They are in the University Circle complex.


    6:30 - 7:00 p.m. Registration / Networking / Refreshments

    7:00 - 7:15 p.m. Announcements and Introductions

    7:15 - 8:30 p.m. Presentation and Discussion

    8:30 - 8:45 p.m. Wrap-up / Networking



    $15 at the door for non-SDForum members

    No charge for SDForum members

    No registration required

    For more information about the Marketing SIG, please visit the Marketing SIG Main Page, at