Yesterday (emphasis added):

Microsoft’s DOS-based version of Word, first released in 1983, was not a success against the dominant word processor of that era, WordPerfect. The 1989 release of Word for Windows changed all that: within four years it was generating over half the worldwide word processing market revenue. It was a remarkable marketing and engineering achievement. We are today revealing the technical magic by releasing the source code to version 1.1a of Word for Windows.

Today (March 26) is Document Freedom Day, promoting open standards. I’m all for open standards, particularly as a matter of policy at all levels, and hats off to DFD for any increased awareness of the rationale for open standards and demand for open standards that result from DFD activities. But non-open formats’ domination of word processing and many other fields is not due to advocacy of closed standards, and I doubt generic advocacy of open formats will lead to the liberation of word processing or any other field.

Individuals and organizations adopt specific software. There’s lots of remarkable engineering behind specific programs which implement open standards. Remarkable marketing (broadly construed — any sales or adoption effort) of such programs? It should be no surprise that free/open products (this applies to much more than software) in almost all mass markets remain marginal — the result of failure to compete with proprietary/closed vendors on marketing (previously stated).

In my DFD post last year I called out LibreOffice and Jitsi as open standard implementing programs needing promotion. Each has made lots of engineering progress in the past year. Please let me know if I’ve missed corresponding marketing progress. (This is not a criticism of either project. I’m sure they’d each love marketing help. LibreOffice does have some community marketing efforts.)

Granted, remarkable marketing of free/open products might be as different from marketing of proprietary/closed products as engineering/provisioning of same can be different, and public policy advocacy might be a disproportionate part of remarkable free/open marketing. But lack of direct competition in the non-policy market seems to make free/open policy advocacy much harder — anyone can see when an abstract policy mandating some form of open concretely means adopting software or some other product that few people are already using (consider how much value of software and other knowledge products is driven by network effects) — a tough sell.

Producing Open Source Software (2005) gathers lots of wisdom and a 2nd edition is due this year. I suspect we’re at about 1995 for a hypothetical Marketing Open Source Software (and other open stuff) — not much wisdom to gather, and lots of doubt about whether out-marketing proprietary/closed vendors is even feasible.