Canonical on July 31 will launch a so-called “Switch to Ubuntu” initiative — including support and migration services — to help individuals and small businesses that are “seeking cost-effective alternatives” to Mac OS X and Windows-based desktops. Here’s the scoop and early analysis.
Mark Shuttleworth has certainly caught my attention with the imminent announcement. Now my big question: Will Canonical’s hardware partners (especially Dell) and channel partners lend a hand with the effort?
Let’s start with details of the forthcoming announcement. In a draft press release viewed by WorksWithU, Canonical says its Desktop Support Services include three offerings: Starter, Advanced and Professional:
- The Starter Desktop Service supports installation, set-up and basic functionality – such as Internet, creating documents and playing music and videos.
- The Advanced Desktop Service is for more experienced users who need help migrating files and settings from a previously used operating system or assistance with desktop publishing and personnel accounting.
- The Professional Desktop Service is for the business user who use Ubuntu as their main environment. Installation support ensures the Ubuntu machine is set up on the corporate network and integrated into existing IT services. The Professional Desktop Service also helps set up desktop virtualization and ongoing support provides professional users with quicker access to support personnel.
You can find more details and pricing at https://shop.canonical.com/ and http://www.ubuntu.com/services.
First, a little praise for Canonical: Now is exactly the right time to promote Ubuntu to individuals and small business owners. The reason: We’re nearing another PC market inflection point, where millions of uses will be forced to decide whether to hold tight to Windows XP or leap to Windows 7. Converting some of those users from Windows to Ubuntu sounds like a logical, timely strategy.
At the same time, Canonical is working closely with IBM and Virtual Bridges to promote virtual Ubuntu desktops (running on Linux servers) as an alternative to Windows. So far, so good.
But I’m skeptical of the Mac-to-Ubuntu pitch. I don’t hear from many Apple fans who are desperate for low-cost alternatives to well-designed Mac hardware and software. But perhaps I’m not listening closely enough to the Mac camp. Also, perhaps there are PC users who are mulling a move to the Mac — but would instead embrace Ubuntu if they knew more about it.
The Bigger Issues
Now for my bigger questions.
- Is Canonical really in a position to support mass consumer and small business migrations to Ubuntu? I could be wrong but I think you need an army of foot soldiers — like the Best Buy Geek Squad in the United States — to assist customers with on-site support.
- Will Canonical extend the support services business model out to channel partners? Certainly, VARs and resellers and PC suppliers would be valuable partners during this Ubuntu migration push.
I’ll be sure to ask Canonical a few of the questions above in the days ahead.
And Let’s Not Forget…
Meanwhile, Canonical could have two aces up its sleeve:
1. Landscape: The remote management tool for Ubuntu-based notebooks, desktops and servers. I could be wrong but I suspect Canonical plans to somehow leverage Landscape in this migration and support effort. In theory, Canonical’s support engineers could leverage Landscape to move quickly from one small business desktop project to the next.
2. Ubuntu Local Community Teams: Now is an ideal time for Canonical to mobilize the LoCos with key messaging about Ubuntu for individuals and small businesses. It’s a tricky situation, of course, since Canonical is trying to profit from the customer migrations. And the LoCos aren’t really designed for money-generating migrations. But perhaps there’s a way to get the LoCos driving new Ubuntu recruits in Canonical’s direction.
Lots of questions… Once Canonical “officially” launches the service, support and migration services on July 31, I’ll start looking for more answers.
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1)OEMs are going to have to start bundling the Desktop support options into the pricing and customization options of Ubuntu pre-installed for this to be a significant revenue stream. How many people who do self-installs of Ubuntu are likely to buy this sort of support? If you get handed a liveCD by a Ubuntu supporter how are you going to find these services? Will grass-root Ubuntu supporters handing out free liveCDs and running installfests be reliable sales leads for end-user services?
2)I would be extremely wary of trying to co-opt LoCo’s as unpaid labor for for-cost support services. There’s a delicate balance in community support…a balance that can be easily destabilized by injecting cash into the process.
-jef
Go Canonical. I really like this, and it’s very smart. Hope the effort pays off.
Jef: I completely understand and respect your point about NOT co-opting Locos. However, there must be a way to get the word-of-mouth going on the local level… ahead of Windows 7′s launch.
If Windows 7 hits retailers as planned on Oct. 22 you can almost image a global Ubuntu installfest day on Oct. 21…
You’re right on about Mac market. I use a Mac as my primary machine (I virtualize Ubuntu and Windows) and trying to pitch cost savings to a Mac user shows that Canonical doesn’t understand that portion of the market. We know we pay too much for Macs, but we are willing to pay so much because we perceive that Macs are worth it. Even the businesses that use Macs often do so because of perceived value. To compete with Apple, Canonical would need to promote stability and ease of use.
The cost argument works great for Windows users because many are only out for the cheapest possible way to check their e-mail and log on to Facebook. The Mac market is a different beast altogether.
At any rate, I don’t think targeting Apple-using businesses is a good strategy for Canonical (or for any other Linux vendor). Every Mac user — in business or in the home — sends less money to Microsoft and that’s good for Linux. The real challenge is to wean the entire world off of Windows lock-in, and any alternative to Windows is a good one. Ultimately, Linux vendors will benefit, even if it does require restraint in the initial push.
Josh: I understand and respect your points. But I do give Canonical the benefit of the doubt. They may be targeting users who are “considering” Macs rather than current Mac users. There are plenty of people who “consider” Macs but never buy Apple hardware/software because of the price tag.
But in terms of Apple’s installed base, you and I see eye to eye: I don’t expect Mac users to move to PC hardware with Ubuntu. Virtualizing Ubuntu on Mac hardware for some users is certainly a niche opportunity, tho.
Looks like great services. I just shot off an email to Canonical to see if ZaReason can offer these services as an option on our systems.
Don’t worry, Mr Shuttleworth is a bright guy, he’ll find a business model eventually. Don’t know why, i’ve always felt that the OSS adopters tend to have everything at zero cost.
I switched from OS X to Ubuntu and wrote an article about it for http://www.createdigitalmusic.com
and should be up in a few days
Joe:
If I had an idea on how to cultivate a grassroots effort to push for-pay support services..I’d share it. I just don’t see people in the current enthusiast base paying for these services and authentically recommending them (without some form of astroturfing). In fact, I sort of expect some push back as part of the grassroots attraction is the strong community based support. What Canonical really has to be careful is LoCo’s messaging that community support is all you need with Ubuntu. The grassroots mechanisms already in place may work against Canonical here.
I think its going to really come down to relying on OEM partners as the sales leads here and create a new subset of novice users who use the services. The LoCos and other enthusiasts will be able to authentically recommend hardware vendors and then those vendors is where the sales pitch for Canonical services. This is a perfect way for OEMs have a direct impact on Ubuntu long term…making a best effort to upsell Canonical’s services to potential customers at the point of sale of new hardware..when the credit card is already out of the wallet.
OEMs should already be doing that for the online training Canonical is experimenting with. Are they? Are any OEMs pointing customers to Canonical’s shop for Desktop training? Go look in the Canonical Shop for the Online Desktop Training. Every single OEM Ubuntu Laptop/Desktop system should be putting that in front of purchasers as an option…and they aren’t. That is not a good sign, that OEMs “get it.”
The best thing Canonical can do is get OEMs on board as sales leads..get the online training and the desktop support services into their system pricing/customizations systems..and then provide a few hundred vouchers for free subscriptions to the training and entry level desktop services for OEMs to bundle as a limited time promotion. Say 1 month of free service. Gather feedback from the promotional period and then figure out how to encourage OEMs to bundle the baseline Desktop support into unit pricing with no option to remove it.
-jef
How to get LoCo’s to work for Canonical? well, what about paying them…
Too late! This opportunity was there for the taking between the time Windows XP hit end-of-life and when Window 7 was widely available. General people were ready to evaluate other options during that time, and now people have made their decisions. The opportunity is gone. Canonical focused on the servers when they should have focused on the desktop, and now they are focusing on the desktop when they should be focusing on ARM processors.
Matt:
Speaking of ARM,
http://blogs.arm.com/smart-mobile-devices/first-taste-of-an-arm-powered-netbook-and-its-good/
Every Linux commercial company, Canonical Dell, Fedora, HP Novell, IBM, Intel should get together for a big Linux push, They all want to sell their Linux Wares, Lets face it if they made a tutorial video CD/DVD to go with the system that would be better all round, There is enough material on youtube to give them ideas
They could put free tutorials videos on their websites for people to download, Like the sayings goes, where there is the will there is a way. Many hands make light work, or club together and save money, this is all beneficial to all of them
Carling:
Fedora does not sell anything. I think you meant Red Hat. Red Hat made a deliberate decision to stand up Fedora a separate brand to distinguish it from the Red Hat product brand.
-jef
I have the latest Apple macmini which shares my monitor with my Ubuntu PC, and I prefer to use Ubuntu over OSX, in fact over 90% on Ubuntu. OSX is a great system and I feel compfortable using it, it is trouble free, easy to install, upgrade, etc, and the main reason why I use OSX is because of the iPod Touch and iMovie. So why Ubuntu? Simply because it feels much more robust, predictable, prefer the user interface which has features that OSX doesn’t have, easy to customize, trouble free, and apart from the two mention above, does all I need it to do in an efficient manner. So, don’t count out OSX users at least trying Linux.
Finally Canonical realise they need to target desktop users. They will of course still need to back up this support for migration with applications.
An OS is nothing without quality and robust applications. We have the basics in place. Web browser, e-mail clients, Office productivity suit. Even desktop publishing and programming etc. But other businesses need other tools. Engineers for example require CAD tools that are fully file and feature compatible with CAD tools used on other platforms.
Canonical don’t need to provide all these applications. But I think they should at least start pushing out more bounties to encourage developers to fill in the gaps in application availability.
Seriously, Mac hardware IS PC hardware. I saw someone mention “move to pc hardware” which is a crazy statement since it’s all x86. The Mac is a PC.
Johan: I understand your point (mac and PC hardware are the same). But ask a Mac owner and many of them will tell you Mac hardware is NOT the same as “PC” hardware due to Apple’s own designs, refinements, engineering, etc.
At work I use two computers side by side, one is running Ubuntu and the other os X. The reason I bought a macbook pro was that I was so tired of lugging a 10 pound HP laptop when out of the office and on trips. The macbook pro is light and the battery lasts all day. I have thought about installing Ubuntu on it, but frankly, I am afraid of the incompatibilities with the hardware that might show up.
Also, OS X is very similar to Ubuntu when it comes to terminal commands such as ls and ssh so I using mac OS X does not seem too far removed from using Ubuntu. Having said that, I do prefer Ubuntu but I can live with OS X.
At home I have an Ubuntu desktop that originally came with vista. I did not even bother to boot up vista when I got the machine; inistead I immediately installed ubuntu on it.
As a side note, my mom’s desktop was runnig XP and riddled with spyware and possibly trojans even when she was using antivirus. It was also extremely slow doing the simplest tasks. I backed up her docs to a cd and then wiped the hard drive and installed Ubuntu on it last summer. She loves it! A few months ago I went to visit her and her machine is still working great with no slowdowns. Before that, she thought that she might need a new computer because xp was running so slow.
The main opportunity for Ubuntu in the Apple (Mac) customer space is in eliminating “trapware”.
The ecosystem that Apple has created for its customers is the perfect digital trap and is decidedly anti-community. DRM, lock-in, “Intellectual-Property” assaults, DMCA threats… the list is extensive.
Perceived higher quality of Apple hardware/software comes at the expense of loss of freedom. Ubuntu (and derivatives) are a great way to give people back their freedoms.
Randall.
(former MacOS supporter/advocate 1985-1998.)