Table of Contents
1. Uniqueness defines the brand
2. Creates explosive models to shape the brand
3. Ecosystem spreads the brand
Create explosive models and shape brands
Currently, most of the more than 100 open source foundations in the world are located in the United States, and have successfully incubated more than 800 projects. The Open Atom Open Source Foundation currently has 136 donation units. In September 2020, Baidu donated the blockchain project XuperChain, becoming the first donation organization in China, which is considered to be the starting point of the foundation’s open source project branding operation . In the second half of 2020, Huawei donated OpenHarmony to the foundation. Seven units, including Huawei, JD.com, Runhe, the Software Institute of the Chinese Academy of Sciences, and Chinasoft International, established the OpenHarmony project group working committee under the organization of the foundation, and began to work on OpenHarmony. The open source community governance of the project has become the most iconic event of the foundation's open source project brand.
In a diversified brand matrix, choose the brand with the most growth potential, first build it into a head brand, and then empower other brands in the family, and finally realize the simultaneous development of all brands in the matrix, which is the key to diversified brand operation Conventional operation method. With the Feitian operating system as the core, Alibaba Cloud has gradually built the OceanBase database, DingTalk, and RISC-V black iron chips, covering Iaas, Sass, and Pass brand ecology. After the Euler operating system became the leading brand, GuessDB database, Honor, Hongmeng, and Huawei, which built a brand family in Wenjie, were successively launched. With search as its core product, Baidu has gradually built a brand matrix of Baidu Brain, Baidu Flying Paddle, and Apollo unmanned vehicles; ByteDance uses recommendation algorithms as its weapon and Toutiao as its core product, and gradually builds Douyin, Xigua Video, TikTok and other brand matrix; Apple takes mobile phones as its core products, and gradually builds Ipad, Ipod, Itune brand matrix; Musk takes new energy vehicles as its core products, and gradually builds a brand matrix consisting of rockets, immigrants to Mars, Starlink, brain-computer interfaces, robots, The brand ecology built by satellite mobile phones, super high-speed rail, high-speed subway, etc.
So far, in addition to Baidu super chain XuperChain, Huawei OpenHarmony and OpenEuler, the foundation also has 360’s Redis-like storage system Pika, Tencent’s IoT terminal operating system TencentOS tiny, Inspur’s IoT embedded operating system AliOS Things, hapjs, OpenBlock and other incubation projects.
By attracting well-known brands to settle on the platform, give play to the radiation and influence of the head brand, and then attract more brands. It not only completes category expansion, fulfills an operation strategy that is completely different from product brand expansion and communication channels, but also expands the scope of users, increases traffic and stickiness, and is a global universal means of platform brand communication. For donating companies, brand marketing channels and communication channels have been expanded, and they can also provide comprehensive support for ecological partners through project integration, cooperation scale, consulting services, landing support, customer expansion, and financial services. The application capabilities are more complemented and expanded by partners. The two parties work together to promote the integration, sceneization, and scale of solutions, increase the sharing and service of leading customer resources, create a synergy effect of 1+1>2 for customers, and achieve a win-win situation.
Today, Linux, the world's top open source foundation, manages 750 open source brands, and CNCF manages 134 open source brands. Compared with the star brands created by CNCF and Apache, such as Kubernetes, Prometheus, Envoy, Tomcat, Hedu, Spark, Kalin, Caassandra, Sky Walking, etc., whether it is the number and influence of star brands, the total amount of donated code, the size of members, etc. There is still a big gap.
Fortunately, it has been catching up. It is understood that starting from 2021, the Open Atom Open Source Foundation has cooperated with the Eclipse Foundation, which ranks third in the United States, to jointly promote the open source Hongmeng ecology in Europe and China, and start the globalization of the open source Hongmeng brand. course. At present, it has attracted many leading companies in global semiconductors, smart devices, automobiles, and public utilities to contact and cooperate with the foundation.
Incubating brands in an open source ecosystem is an important way and means for the development and growth of technology brands. The technology brand integrates various emerging technologies such as big data, cloud computing, quantum computing, digital twins, 3D modeling, metaverse, etc. After combining software and hardware, it solves the problem from customized applications to general use, reduces the R&D cycle and cost on a large scale, and works together to solve the deployment Difficult and difficult to deliver. Promote the application of technology in thousands of industries to meet the needs of complex and fragmented scenarios. A powerful open source ecosystem, through the full-stack layout capabilities of products and services, can connect software and hardware, integrators, channel vendors, and application markets, realize a complete closed loop of technology and applications, and further realize the full empowerment of technology, market, and investment. Cooperate with high-quality partners to realize the strong linkage effect of the whole value chain and enhance the vitality and competitiveness of the ecology.
The foundation's brand operation experience is similar to that of technology brands. It first builds a technology base with core products and occupies the subdivision track. Through professional incubation methods, one by one they will be turned into star explosions. By analogy, the cycle goes on and on, and then the brand matrix is formed. Realize the construction of a network from a single brand to a brand matrix or brand ecology, build an unbreakable technical barrier and a sniper moat, and then occupy a long-term monopoly position. Once users get in touch, they can't help themselves and become loyal users who can't give up. On a global scale, continue to expand the scope of users and brand radiation, attract more project donations and code donations, and complete the closed loop of two-way promotion of open source project brands and open source organization brands. Further consolidating a strong market competitive position and global leading edge is the best practice for global open source foundation brand operations.
Build an Ecosystem Communication Brand
2022 Global Open Source Summit, co-hosted by the Ministry of Industry and Information Technology, Beijing Municipal People's Government, National Development and Reform Commission, Ministry of Commerce, State Internet Information Office, China Association for Science and Technology, Huawei, Ali, Tencent, Ten initiators including Baidu, Inspur, China Merchants Bank, and 360 participated. The person in charge of the internationally renowned open source foundation, domestic and foreign open source experts, Ni Guangnan, the industry leader, and Wang Chenglu, the father of Hongmeng, etc. gave keynote speeches to discuss the concept of open source development and discuss the global open source ecological co-construction model.
The forum also announced the official launch of the National Open Source Competition (Open Atomic Algorithm Competition). The Foundation also planned and implemented campus activities with the theme of "Open Atomic School Source Action", covering open source classrooms, training grounds, open source practice, and open source mentors. Plan, open source talent development plan, and in September 2022, jointly hold the Hunan Provincial Innovation and Vocational Education Deep Integration Development Summit with Changsha Civil Affairs Vocational and Technical College.
In terms of ecological construction of colleges and universities, domestic companies are currently catching up. In Indonesia, Alibaba Cloud has cooperated with more than 10 local universities to provide digital technology training for more than 62,000 local people in 2021. Baidu Flying Paddle has invested 500 million yuan in funds and resources within three years, actively deploying the "artificial intelligence + X" compound talent cultivation ecology, taking Flying Paddle as the core, and developing around learning, employment, certification, practice, competitions and other links. Since the "National Artificial Intelligence Teacher Training Course" was held in 2018, it has trained more than 3,000 college teachers and tens of thousands of students, and helped more than 700 colleges and universities to offer in-depth learning courses. More than 50 AI competitions, including the AI competition held by Flying Paddle and the China University Computer Competition Artificial Intelligence Creative Competition, have covered 580 universities in 22 countries on five continents. In 2021, the "Industry-Education Integration Training Plan for AI Talents" will be launched, which provides a reference industry-university-research practice plan for AI talent training from the perspective of content, special cooperation, and service. Since the outbreak of COVID-19, Paddle has held a total of 176 online live classes, and the cumulative number of people who have studied on AI Studio has exceeded 2.9 million. In the future, Flying Paddle will continue to increase investment, promote school-enterprise alliances and integration of production and education for colleges and universities, provide a full set of teaching resource packages, support of 100 million yuan in computing power, etc., jointly build curriculum systems with colleges and universities, publish AI teaching materials, and hold college teacher training sessions. Training courses, various AI competitions, etc., all-round support for the construction of AI talent training system. At the 2022 Huawei HDC Conference, Yu Chengdong announced that Hongmeng has cooperated with Tsinghua University and other 166 domestic universities to offer Hongmeng courses, providing teaching resources for 20,000+ student developers.
At the same time, domestic leading technology brands are also accelerating their deployment in terms of enterprise ecology and government ecology. At the 2022 HDC Conference, Yu Chengdong introduced that there are currently more than 320 million Hongmeng devices, more than 150 million IoT ecological devices, more than 2,200 partners, more than 2 million product shipments, and more than 50,000 atomic services. In July 2022, Alibaba Cloud announced that it will fully open the industry data platform capabilities and industry intelligence engine capabilities of the industrial intelligence OpenTrek to partners. Baidu released its 2022 Q1 financial report and mentioned that the cooperation between Paddle and hardware partners is deepening year by year. In the "Co-gathering" plan in 2020, Flying Paddle and 13 hardware partners jointly launched the Flying Paddle hardware ecosystem to promote the adaptation and upgrading of the AI industry chain; also released the participation mechanism of the "Star Project" developer exploration fund, which will use 100 Billion traffic, 10 million funds, and 10 million computing power support developers and Baidu to participate in the ideal and practice of using AI technology to solve social problems. In the "joint research" plan in 2021, Flying Paddle and its hardware partners will jointly optimize software and hardware, and more than 30 chips/IPs will be compatible with Flying Paddle. In the "co-creation" plan in 2022, Flying Paddle Grand Voyage 2.0 has newly added co-creation plans for three fields, including the industrial practice example library, Flying Paddle AI for Science, Flying Paddle hardware ecological co-creation plan, and jointly launched the manufacturer's version of Flying Paddle Frameworks, building model libraries, developing courses, etc. At present, Paddle has trained nearly 2 million talents for the AI industry. In the future, the goal of cultivating 5 million AI talents for the society will be achieved by holding the AI Fast Track and the AICA Chief AI Architect Training Program.
At the level of government ecology, in recent years, the independent, safe, and controllable localized Xinchuang ecology is leading the healthy development of domestic enterprises in terms of self-research, self-production, and data security. Taking Baidu Apollo as an example, it successively established the launch ceremony of the smart bus demonstration line in Hunan and Hunan Xiangjiang Artificial Intelligence College, Baidu Apollo training base; built China's first large-scale 5G vehicle-road collaboration demonstration line in Hefei; built a pilot autonomous driving in Yangquan, Shanxi Demonstration zone for vehicle-road collaboration; open Apollo Park in Wuzhen, and deploy R&D, design, application and testing bases in the Yangtze River Delta; build two application scenarios in Luoyang, including an innovation center, an autonomous driving demonstration zone, and smart cultural tourism, and N connected industries Including the "1+2+N" full-chain intelligent network connection ecosystem; opening the intelligent transportation ecological alliance innovation center in Songyang; joining the autonomous driving "V partner" in the Beijing intelligent network vehicle policy pilot zone, held in Yizhuang, Beijing Apollo Day Technology Open Day; the demonstration application of the Carrot Yunli Intelligent Connected Vehicle was launched in Shenzhen.
Link and integrate foundations, industrial organizations, academic research institutions, government authorities, industry associations, credit innovation organizations, professional media, etc. to build an ecological system based on open source ecology, college ecology, government ecology, and enterprise ecology. By building a brand IP, with the help of ecological channels, extends the height and thickness of the brand. This is not only in line with the founding purpose of the foundation's publicity and promotion, education and training, and open source work organization to promote communication, but also the only way to build and spread the brand of the global open source foundation.
The Open Atom Open Source Foundation, which is only 2 years old, has begun to learn from the successful operation experience of the world's top foundations, and through innovative practices such as top-level design, governance concepts, development strategies, and global integration, it has built the technical architecture and system standards of China's open source brands. To return to the original intention of technological development and transformation of human production and life. Such a brand concept essentially forms an effective differentiation and recognition from other brands, and is also the inner core of going higher and further.
From a global perspective, efficient operating open source professional organizations need to innovate and explore software usage, governance systems, and governance models.
The use of open source software by professional open source organizations has moved from decentralized management to standardized and systematic management. In the early stage, relevant enterprises lacked unified management of open source software, and it was often introduced by suppliers and internal R&D personnel. Each project team was managed in a decentralized manner. The management system was not perfect and standardized, and hidden risks were prominent. In recent years, with the improvement of open source risk and governance awareness in the industry, enterprises using open source products have gradually established a professional organizational structure for open source governance, set up an open source governance team, clarified the division of responsibilities for open source governance, established a hierarchical and classified management mechanism, and promoted the use and management of open source software. Gradually move towards standardization and systematization.
The open source governance system has moved from the pilot of the head organization to the implementation of the industry organization. Due to their strong R&D strength and sufficient number of technical personnel, leading technology brands first started open source software risk and governance work in the past few years. Some companies have purchased open source scanning tools and built open source software governance support platforms to realize the introduction and use of open source software. , update, and exit the whole process of standardized management. In recent years, small and medium-sized technology companies have begun to learn from the experience of leading institutions and build an open source governance system based on their own actual conditions. Open source governance has spread rapidly in the technology industry "from point to point".
Open source governance model, a new model of "open source" governance "open source" sprouts. In order to better realize supplier management, technology companies have begun to explore the "elite governance model" of third-party hosting of the source code of deliverables through a trusted third-party code hosting platform, and prevent and control the possibility of supplier deliverables with an open source management model. posed risks. Compared with the self-developed and self-managed "dictatorial governance model", the biggest advantage of the "elite governance model" is that, on the one hand, the integrated scanning tools of the third-party code hosting platform can realize code compliance and security detection, and ensure the safety and security of deliverables. On the other hand, the third-party code hosting platform can effectively avoid the problem of closed-source technology being kidnapped by suppliers and the potential risk of supply interruption, ensure that the code can be obtained and maintained in extreme cases, and ensure the business continuity of the enterprise.
Open source ecological construction must be done for a long time in order to be the cornerstone of future prosperity. In the next ten years, China is expected to become the largest beneficiary and exporter of the global digital economy. The partners in the open source ecological group rely on each other, evolve together, grow together, and achieve mutual benefit and win-win results. Only by synergistic effects can the value be maximized. Only by maximizing the value of all parties in the open source ecosystem can the prosperity of the open source ecosystem be nurtured, so this is a long-term continuous investment and process.
According to the Linux2021 annual report, no one in this world can spend a day without Linux support. It may not be long before the Open Atom Open Source Foundation will also make a similarly domineering Chinese voice in its annual report.