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Wind River CMO discusses reorg and future of Linux

Mar 6, 2008 — by Eric Brown — from the LinuxDevices Archive — 1 views

In an interview about two weeks ago with LinuxDevices, Wind River CMO John Bruggeman sounded positively cocky about his company's fortunes. And as usual, the veteran marketer shared plenty of interesting real-world observations enhanced with healthy helpings of the inevitable marketing spin.

Bruggeman arrived at Wind River with CEO Ken Klein in February of 2004, and has led marketing efforts there during most of the company's transition into a Linux OS, tools, and services provider. Tasked with product planning and management, corporate marketing, and field marketing, the advanced math degree holder and Klein sidekick from Mercury Interactive is perhaps best known for pushing the term “Device Software Optimization,” a largely failed yet admirably ambitious attempt to re-brand the entire embedded software market.

Topics discussed include:

  • Wind River's recent reorganization
  • The growing importance of Linux to Wind River's bottom line
  • Why Linux is winning the mobile phone market
  • The coming battle between LiMO, Android, and “other” Linux phones
  • The “inversion” of the value equation in phones, with Android making the stack free, while kernel and middleware integration becomes what's hard and expensive
  • Why phones are only the “tip of the iceberg” for Linux in devices

The full interview can be found here.

Also, don't miss our detailed coverage of Wind River's Q4 and fiscal 2008 earnings report, here.

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