Challenge:
- Red Hat needed to drive ‘geeky’ OS to enterprise acceptance, despite heavy enterprise adoption of Solaris and Windows Server
Actions:
- Prove the technology
- Technology guru days & product reviews
- Joint analyst briefings with ISVs
- Pick the battles
- Focused on Unix-Linux migration not Microsoft
- “The road to Redmond runs through Santa Clara!”
- Prove the customer value
- Customer case studies not paid-for research
- Roll-out story across Europe
- UK (2001), Germany (2002), France (2003), Italy (2004)
- Nordics, Benelux, Spain (2005)
Results:
- Regular business press coverage across Europe
- CEO interviews on CNN, CNB and Bloomberg
- Extensive positive trade press coverage
- Red Hat Desktop – 2004
o Global launch press conference with CEO held in London
o Major media coverage including broadcast
o Winner of CNET Award 2004
- Red Hat Enterprise Linux 4 – 2005
o Simultaneous press conferences in London, Munich, Paris, Milan, Madrid, Amsterdam and Stockholm
- CBR Influential Top 10 – 2006
o Matthew Zulick named as No2 most influential in Enterprise Computing
- Red Hat Enterprise Linux 5 – 2007
o Press conferences in Hanover with more attendees than MS press conference
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