MySQL™: The World’s Most Popular Open Source Database 67 Recipe for Market Entry • Pick entry segments • Partners & Allies • Position MySQL as the 4th – enemies of the enemies player, the alternative • Distribution solution – directly to ISVs for batteries • Compelling reason to buy: included – economy – via platform vendors – speed, reliability, ease, – via SI’s ubiquity – directly to end customers • Whole product • Pricing – MySQL Enterprise – Choose earnings logic – Support and Services – 10x present MySQL, 0.3x – Third-party integration and competitors endorsement • Competition – MSFT, ORCL, IBM Copyright 2003 MySQL AB