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'Open source' vendors push advantage

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OpenGear recently conducted a Google AdWords campaign for “terminal servers,” a very competitive area. It tweaked its AdWords headline to “Programmable Linux terminal servers,” knowing that the simple addition of the world “Linux” would drive the value message home to customers. “The obvious advantage of open source is that it's lower cost,” said Todd Rychecky, VP-North American sales and marketing at Open- Gear. “You don't even have to [explicitly] say your solution is the cheapest to hammer home the value message.” M
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