Canonical Invests In Failure Hyping
LONDON, UK - Canonical, the company behind the Ubuntu operating system, has recently announced a failure in bringing proper investors to its Ubuntu Edge project.
What has drawn the most attention, however, was not the failure itself, but the hype and campaign that presented it as intentional. In a move reminiscent of open-source developers dismissing bugs as features, the official website has shown its traditional countdown and there were even purposefully leaked photos during the week.
Mark Shuttleworth, founder and former CEO, states this is just the latest in a series of revolutionary marketing approaches that is being unveiled during the last years. "We announced a TV without actually having a functional TV to show. We announced a phone without actually having a functional phone to show. While our competitors just follow common sense, we turn common sense upside down."
Despite the inherent difficulty of overcoming the saturation of both Android zealots and Apple fanboys, the South-African entrepreneur seems to be very optimistic. He estimates that only five years will be needed before every home has at least one person who will not only support Ubuntu regardless of the direction it takes, but also annoyingly tell others to do the same.
Such optimism is shared by Community Manager Jono Bacon, who adds to his boss' arguments the weight of Canonical's experience. "We are the company who advertised a 75% cut on donations as a positive change for Banshee's developers. We also completely forgot to notify the Kubuntu community about the money that was supposed to reach them. We are no strangers to financial blunders, and that gives us an edge against competitors", he puns.
Bacon, who frequently writes on social media about barbecue, uses a gastronomic metaphor to summarize the strategy. "Questionable decisions can become, or at least look, delicious with the right amount of smoke", laughs, "and people know how good I am at that."