1) MySQL is an open-source database management system that has adopted a dual-licensing business model. It generates revenue from services, support, and customization while remaining freely available. 2) After collaborating with SAP, MySQL saw business improvements. Moving forward, strategic options include forming additional partnerships, dedicating more resources to customer service, targeting all DBMS market segments, and focusing on advanced products and sophisticated users to generate more revenue. 3) A SWOT analysis identified strengths in performance, ease of use and popularity, but also weaknesses in functionality for large enterprises, vendor support, and suitability for mission-critical applications. Opportunities exist in growing cloud/SaaS markets and large

1. The Poster Child of Open Source Business

2. Agenda The 3 W’s for MySQL - What? When? Why? Business Model – 2nd generation OSS Market Scenario Customer Acceptance Industry acceptance & alliance Competitor Analysis SWOT Analysis The Strategic options for MySQL beyond 2004

3. Why What When

4. What is MySQL?

5. Timeline

7. Enter New Markets

8. Standard Based

9. Easy Accessibility

10. ↓TCO by 90%

11. SLA Commitments

12. Flexibility & Scalability

13. On Demand Service

14. Cost saving on upfront investment

15. Develop, Deploy & Manage High Volume Apps

16. Manage Multiple Servers

17. 24X7 Support

18. Customizable

19. Focus on Core Competency

20. Platform Independence

21. Easy Reporting & Analysis

23. Business Model

24. Revenue Model Delivery cost: Distribution via CD/downloads Post sale services: Pay for Quick Service Version Authentication: Vendors advice in which version to pick Certification and training for users and vendors

25. Business Model

27. Dual Licensing Model

28. Debugging

29. Quick Response

30. Cost Saving

31. Community Members

33. Sales & Marketing Viral marketing Press Coverage Low Cost Sales & Distribution Channel Download from website Telesales Service Managing Key Accounts Direct Sales Force ↓Customer Acquisition Cost Focus on conversion of free User to paid users Try and Buy

34. Business Model

35. Support & Services Support & Add-ons from developer community Information published on MySQL No Manuals = No Strain on resources

36. Business Model

37. Virtual Organization

38. Business Model

39. Challenges Complexities in work culture for expansion Communicating with employees as business expanded Managing employees scattered across vast virtual network Acceptance of MySQL-SAP alliance by Community

40. Agenda The 3 W’s for MySQL - What? When? Why? Business Model – 2nd generation OSS Market Scenario Customer Acceptance Industry acceptance & alliance Competitor Analysis SWOT Analysis The Strategic options for MySQL beyond 2004

41. Customer Acceptance

42. Serving Segments

43. Industry Acceptance

44. Presence in Stack

45. Presence in Stack

46. Agenda The 3 W’s for MySQL - What? When? Why? Business Model – 2nd generation OSS Market Scenario Customer Acceptance Industry acceptance & alliance Competitor Analysis SWOT Analysis The Strategic options for MySQL beyond 2004

47. Competitor Analysis

48. Agenda The 3 W’s for MySQL - What? When? Why? Business Model – 2nd generation OSS Market Scenario Customer Acceptance Industry acceptance & alliance Competitor Analysis SWOT Analysis The Strategic options for MySQL beyond 2004

50. Entry Barrier via Dual Licensing Model

51. OSS Model

52. Compatibility & Flexibility

53. Easy to Install and Use

54. Popularity among low end market

55. Rapid Support System

56. Huge Testing Base

57. Lack of functionality for Large Enterprise

58. Lack of vendor support & relationship

60. High profit & long term market of Large Organizations

61. Reaction of Big Giants

62. Diluted Brand Image

64. The Strategic options for MySQL beyond 2004 • To form more alliances in future as it did with SAP to provide high end solutions • After collaborating with SAP, their business improved a lot and they should keep strategies to identify more of such companies • Should have a dedicated customer service team for intense relation with their customers • It should also target all the segments of DBMS in order to increase their business

65. The Strategic options for MySQL beyond 2004 • Should focus in making strategy to generate more revenues without hindering the basic service which it provides • Focus on product service • Should also focus in creating product for sophisticated user

66. Building Way Forward

67. Sun MySQL Oracle

68. Thank You