Linux and Open Source

Steven J. Vaughan-Nichols & Paula Rooney

Ubuntu Linux 11.04's Target Audience: Casual Windows Users

By | April 21, 2011, 6:00am PDT

Summary: Canonical has big plans for its Ubuntu 11.04 desktop Linux. It wants to capture casual Windows users using a first-person shooter game style desktop.

Do you use Windows not because you like it or there’s some specific Windows-only application that you must use but because it’s what came on your PC? If that’s you, Canonical, the company behind Ubuntu, wants you to try their soon to be out Ubuntu 11.04 Linux desktop.

When I talked with Canonical marketing manager Gerry Carr, I hadn’t expected him to say that. Over the last few years, Linux desktop vendors haven’t really tried to take on Windows head-on. Oh, to be certain, I think the Linux desktop is great. I’m writing this story on Mint 10, an Ubuntu variant, and I use openSUSE 11.4, Fedora 14, and MEPIS 8.0 on other PCs and laptops. But, I know most people are content to use Windows because that’s what comes on their PCs. Carr thinks though that with Ubuntu 11.04’s new desktop interface and a few other tricks up Canonical’s sleeve, Ubuntu can win over “casual Windows users.”

Carr told me that Canonical has been working on “transforming Ubuntu to bring it to mainstream market. Yes, it has better security; yes it’s open source; but Ubuntu, and other desktop Linux distributions, lacked real reasons to switch for Windows users who don’t think about operating systems. We needed to develop a better choice for default Windows users. We need to break them out the jail of habitual Windows use.” Canonical’s way to do that is with Unity.

Besides just having an interface that doesn’t look like either most versions of Windows or Linux, Unity is meant to work in a different manner. For example, Carr notes that while you can use folders and files to organize your files, you don’t have to. “Search has become essential to how we organize Ubuntu. You no longer have to remember where you put files. Unity will take care of finding them for you.”

Another change is in how you work with active applications. With Unity’s indicators, application icon controls that enable you to see what’s what with your active programs and enable you to work with them, you can use an application’s functionality without needing to minimize one program and maximize the other. So, for example, “if you’re playing music using Ubuntu’s media-player Banshee you can use the volume control indicator to select tracks to play rather than going to Banshee, The communications indicator gives you access to all your instant messages and e-mail in the same way.

Page 2: [Unity as First Person Shooter] »

Topics

Steven J. Vaughan-Nichols, aka sjvn, has been writing about technology and the business of technology since CP/M-80 was the cutting edge, PC operating system

Disclosure

Steven J. Vaughan-Nichols

Steven J. Vaughan-Nichols is a freelance writer. He does not own stocks or other investments in any technology company.

Biography

Steven J. Vaughan-Nichols

Steven J. Vaughan-Nichols, aka sjvn, has been writing about technology and the business of technology since CP/M-80 was the cutting edge, PC operating system; 300bps was a fast Internet connection; WordStar was the state of the art word processor; and we liked it!

His work has been published in everything from highly technical publications (IEEE Computer, ACM NetWorker, Byte) to business publications (eWEEK, InformationWeek, ZDNet) to popular technology (Computer Shopper, PC Magazine, PC World) to the mainstream press (Washington Post, San Francisco Chronicle, BusinessWeek).

218
Comments

Join the conversation!

Just In

RE: Ubuntu Linux 11.04's Target Audience: Casual Windows Users
apostate Updated - 29th Apr 2011
@Hasam1991

Dude, seriously. Every article I read has a comment from you saying "YAY APPLE!"

If you don't have any more semantic content to add than that, then please do us all a favor and shut up. You don't make a good Apple spokesman. Moreover, you may have noticed, this article is NOT about frigging Apple.
0 Votes
+ -
Page 2?
andyghiuta 20th Apr 2011
Nice change in Ubuntu. I am an ubuntu user since 2 years now and looking forward for the new 11.04. Counting days now...ETA 9 happy

But where's page 2 of the article? :P
@andyghiuta
Sorry but most casual windows users are looking to move to Apple... follow them!
@Hasam1991
Sorry, but most casual windows users aren't looking to move anywhere.
@mdemuth Amen. I don't want Uncle Jobs knowing my every move.
@Hasam1991
when they drop their prices, or provide me with a reason why i should switch...i.e let me test out the desktop, without having to completely overhaul my studio for roughly twice the amount of money for hardware and limited choices of software and then join the cult drink the Kool-Aide in the jungle somewhere ( I think it's Jobstown ) etc.. etc.. i'm running XP Doin' fine, playing around with linux...
@Hasam1991
Apple has been around as long as Microsoft.
Guess what casual users chose to use for the last 3 decades?
@Hasam1991
never
@Hasam1991 Most Windows users aren't looking to move anywhere. And Apple is a terrible alternative. They are expensive for no reason, and aren't even as complete as linux. Infact they still dont have fully working stable 64 bit. (All macs boot 32 bit by default).
0 Votes
+ -
@Hasam1991
I'm curious as to where you get that idea. Or were you being sarcastic? Either that or perhaps you may not know the definition of a casual user. I'd be more inclined to say that the casual users are more likely to stay with Windows though perhaps a small number would move to the new Ubuntu since casual users generally have less special needs. The move for casual users from Windows to Apple only makes sense for casual users with money burning a hole in their pocket.
0 Votes
+ -
@Hasam1991

Dude, seriously. Every article I read has a comment from you saying "YAY APPLE!"

If you don't have any more semantic content to add than that, then please do us all a favor and shut up. You don't make a good Apple spokesman. Moreover, you may have noticed, this article is NOT about frigging Apple.
Different is not better, better is better. As far as I'm concerned everything post Windows 2000 is just fluff and mostly moving in the wrong direction.
@wkulecz

So what's the right direction?
Kill Desktop Linsucks. That's the right thing to do.
0 Votes
+ -
Kill Linux desktop?
Michael Alan Goff 21st Apr 2011
Why in the world would they do that?
@wkulecz Have you seen Windows 7? Because its pretty close to home like Windows 2000 was.
@wkulecz

..booting Windows 2000. Forever alone.
I really think the classic Gnome 2 desktop is far easier than Unity. More reliable and stable as well..... I fail to see why Windows users would prefer Unity.

But then again, I may be wrong. Although I don't like Unity, I do admit that it's daring and innovative. Perhaps it'll win the hearts and minds of Windows users, who knows...
@pjotr123 I like it a lot less than I like the ideas behind GNOME 3. For me this might well be the moment I move off Ubuntu (on the desktop - probably still use it on the server). I **might** replace Unity with GNOME 3 and stick with it, though a "just install it and it has GNOME 3" option is probably preferred (yeah, a bit lazy).

Now I might absolutely hate GNOME 3 once I've used it, but I have used Unity... and I don't like it.
@jeremychappell In 11.04, you can still choose the classic Gnome 2 desktop when logging in. Click your user name in the login screen and then click on "Ubuntu" in the lower panel. Then choose Classical (no effects).

So luckily, there's no immediate need to change desktop. I suggest waiting with Gnome 3 until Ubuntu 11.10; it'll have matured and will work better....
@pjotr123

Sweet! I haven't messed with any betas, that sounds killer!
I think the article brings two different things... Unit and casual Windows users. What's the link?? Doesn't matter which desktop you're using if Gnome or Unit, once you still have to go to windows to have you Iphone sync, your Tomtom updated, webcam working, printer other than HP, configuring the "?" in your keyboard... and many other examples. Unfortunately it's the truth when migrating to Linux the distro you name it! If Canonical wants to target the casual users they should try to address to those complex problems!!!
0 Votes
+ -
@cazazo
"Works for me" is not a real response, but I'm curious what webcams or major modern printers don't work because for me, everything I've plugged in for the last couple of years just worked. I've been a Linux user since 1997 so I never truly expected that to happen. Really, though, with so many home routers and print servers using Linux, and with CUPS being the printing system for both Linux and OS X, there's a lot of reason for manufacturers to be making drivers. Hooking up my HTC Aria for the first time the other day blew my socks off because I expected to have to do ... something ... anything, but I didn't. Every single function worked without HTC's Windows software or any drivers to find.

Yeah, there's the iPhone/iPod problem, but that's entirely Apple's doing by suing anyone trying to third-party the phone/player. My opinion about Apple is, in for a penny, in for a pound: if you're going Apple, you might as well drink the Kool-Aid and show your commitment. Everything "just works" then. Of course, I haven't lived in the U.S. much for the last decade, so I kind of missed the whole "iTunes has a 95% market share in the U.S." thing.
@pjotr123 Unity is like Mac, but even worse (unfortunately its actually possible, and they managed to do it).
Ubuntu does everything you need it to. Super-fast, great-looking, intuitive operating system.
@daikon
It does everything except run the applications the business world wants. Home users typically use the same software as at work, so Linux won't fly there either.

Crack the business market and Linux desktop will take off, but until then, it's a no-go.
@Cynical99 Actually, if you run WINE, you can run many (if not most) Windows apps on Linux. And in the case of those that don't run under WINE, there are typically open-source alternatives, many of which are excellent apps in their own right.
@Cynical99 Well it will. You can install a VM with "real Windows" in it. You can use Wine (which is far better than you might suppose). More and more business applications are run through a browser anyway...

I think the problem is actually perception rather than reality - people perceive they need Windows, rather than actually needing it.
0 Votes
+ -
Re: Actually if you run WINE
bobiroc 21st Apr 2011
@jscott69

Sorry, bronze and silver compatibility levels does not make the cut. People want to know that if they go buy or use a program that it will work. They do not want to have to refer to a compatibility chart or take their chances on what part of an application may or may not work correctly.

I will agree with the Author though on one point. Ubuntu (and other forms of linux) can be a nice alternative to some users. I do not agree that there are many people that just use Windows because it is what came with their computer though. If that was the case then people would just be content with MacOS on a Mac and never really need or want to install Windows on there. Despite what people say most people prefer to use Windows and those that do not look for an alternative. Some may buy a Mac and others will look for another OS. I would say that many are probably turned off on the many choices of linux distros and say screw it though.
@Cynical99
Part of the title reads Casual Windows Users. To me a Casual Windows User only needs a PC and a browser to get things done. Ubuntu is perfect for the user that needs an internet connection and browser.
@Cynical99
Part of the title reads Casual Windows Users. To me a Casual Windows User only needs a PC and a browser to get things done. Ubuntu is perfect for the user that needs an internet connection and browser.
0 Votes
+ -
@Cynical99 Windows certainly offers the best business OS. These days it's a piece of cake to set up massive controlled networks with Windows Server. I do think people want something different at home, though. The growing usage of Apple is one indicator. Also given that work environments are nearly all still using XP, people want to be using Windows 7 or basically anything else, because XP reminds them of work! The main barriers towards Ubuntu at home are:
1. Why replace what I have that's already working okay?
2. Can I play my games on Ubuntu?
3. Will I have to relearn how to use my PC?
@Cynical99 Doesn't wine run MS Office?
@Cynical99
So wrong. As far as I have seen people are using their computers more and more for entertainment, even in the workplace. And Linux has no problem with YouTube, music/video viewing/streaming or torrenting. And if you choose to worship M$Office and similar bloated junk, there are many suitable equivalents for the small business and individual, and there is also Google Docs. The business world is important but it is not everything, and far as I know the Publishing and creative world prefers Macs anyway. You need to think outside the box a little more.
@Cynical99 I agree, and the other part that makes Windows the choice for me is that I really like Office. I've tried OpenOffice, heck I tried it when Sun first launched it, and I prefer Office hands down. Also, I experience better sound quality with drivers I have for my Claro saound card.
@Cynical99 When I was working for a billion-dollar retailer, I can tell you that most users were using (very old) versions of Microsoft office, Internet explorer, and 8-year-old deprecated versions of Microsoft Access and reporting software that was actually discontinued (Impromptu). They were still developing in-house software in Visual Basic. I thought it was some sort of freaky anomaly until I chose to move on and learned it's a lot more common. I realize now they would have been BETTER with a good business-oriented desktop linux, new version of firefox/chrome/opera, new version of openoffice, Firebird or postgreSQL database, any of the zillion Linux software development platforms, Qt or mono frameworks, JasperReports, etc.

I've been playing with Linux since 1999 and tried (and failed) last year to switch from XP to Linux after a problem with XP made a reinstall a likely necessity. I gave it one last shot and decided to test the 3-day-old openSUSE 11.3 before I gave up and went with Windows 7. Well, nine months later, I'm still running that "test" install. happy openSUSE is very Windows-like (in the good ways) and I'm really amazed how far it's come so fast. Last night I was trying out a digital music player I hadn't used in a few months and was amazed to find the latest version of the Banshee media player was able to sync with my MTP-based player, read the contents off of it, report free space, etc. I had had zero luck doing things like that when I'd first tried about two years ago - either nothing would work, some programs could write to but not read from, etc. I'd decided years ago to prefer cross-platform, and then open source, apps if all else was equal to be on the safe side. That decision paid off, as I was able to run OpenOffice, Opera, Vuze, jDownload, GIMP, VLC, RapidMiner, GnuCash, VirtualBox, TrueCrypt, Dosbox, Scilab and several other programs on Linux that I was already running on Windows. Other programs like MediaCoder and Calendar Magic run fine using the WINE Windows compatibility libraries. Two weeks ago I checked out my game collection (admittedly I've barely bought a game in the last few years so almost all date from 1998-2006) and according to the WINE app db and some testing on my part about 95% of them run either perfectly or with minor issues or a few tweaks involved to get them to run. I was even able to play all the way through an old game that absolutely refused to install on Windows XP. I'm no open source fanatic, but I am a very happy convert who hasn't needed to touch his Windows partition in months.

You might be selling desktop Linux short if you haven't checked it out lately. I know I've been shocked. My experience with openSUSE - so many things just working out of the box and no issues that haven't been quick to solve - is a radical departure from what I was used to. Probably once a year I'd try playing with Linux and end up uninstalling it, deciding it wasn't worth taking up the space. openSUSE, at least, made this Windows user feel right at home and I haven't run into buyer's remorse yet.
@jscott69
@bmeacham98@...
Even though you can run MS Office under wine, and you can run a VM in Mac... etc. - but why not just run MS Office on MS Windows, and then you'll get support from Microsoft as Windows is the supported platform.
Replacement Open-source software (althought it may have the features) often doesn't have somebody accountable for support behind it.
0 Votes
+ -
Well, not everything easily
NotMSUser 21st Apr 2011
@daikon
Never could coerce Ubuntu to install Flash player. Just gave up and formatted the drivespace back to Windows. I've tried it several times and Linux is generally nice. But its high-maintenance, sometimes difficult to get something to work without a lot of tinkering, and generally a bear to upgrade. This won't keep casual users who aren't technical. They will run.
0 Votes
+ -
> Terminal
> Sudo apt-get install ubuntu-restricted-extras
> Y

And then you wait for it to download and install.
0 Votes
+ -
Or...!
Zc456 21st Apr 2011
@goff256
Or just choose the option to install it from the CD. happy
0 Votes
+ -
Well, yeah
Michael Alan Goff 21st Apr 2011
But barring people clicking the option in the installer, they could use that.
@NotMSUser These days flash is easy to install (although its pretty slow on linux, and has no HW acceleration, in addition to being a resource hog).
Most large distros these days aren't too high maintenance.
They are pretty easy to update and maintain.
@NotMSUser The installer has a checkbox which will do it for you.
If you forget to do this then you can just search for flash or ubuntu-restricted-extras in the software and click install; it is hardly rocket science.
0 Votes
+ -
Does it run Microsoft Project?
bmeacham98@... 21st Apr 2011
@daikon "Does everything you need it do ..."? Does it run Microsoft Project? Or Visio? I need it to do those things.
@bmeacham98@... You do not appear to be the "casual user" the article mentioned and need not have an opinion here.
0 Votes
+ -
Stability?
thebaldguy 21st Apr 2011
I'm willing to give the new UI a shot, but its stability is what worries me. I've heard that it's, quite simply, NOT. At least yet.
@enderland@...
I know how insane this sounds but it's true...

I personally test drove Unity on Natty's Last Alpha and Natty's First Beta - There was a Night & Day difference and *improvement.* I see many down on Unity who seem to assume that Gnome 3 will be better - it won't. I've tested it on their Live USB and on Fedora 15 - it sucks. The Gnome Shell packages way back in Ubuntu 9/10 were on track to be good but the final release is a trainwreck - the worst of the worst of Mac shoveled on top of Linux. It's obvious that there is some Mac influence in Unity, but they've taken the best of the best of Mac, iOS, Android, and Meego and put it to work.
@enderland@...
I know how crazy this sounds but it's true...

I personally test drove Unity on both Natty's Last Alpha and Natty's First Beta and there was a Night & Day Difference and *Improvement*. For the tinkerers out there like me you can even tweak it with CompizConfig. I'd say it well on-track for a 11.04 release. As always the super-casual crowd should wait for LTS.
@thebaldguy Although it was really unstable in the unstable releases (hence them being called unstable releases), since Beta 2 it has been pretty solid.
0 Votes
+ -
Message has been deleted.
Loverock Davidson Updated - 22nd Apr 2011
@Loverock Davidson Can't do multimedia? What are you talking about?

http://www.youtube.com/watch?v=tgSpehHKbZ0

Join the conversation!

Formatting +
BB Codes - Note: HTML is not supported in forums
  • [b] Bold [/b]
  • [i] Italic [/i]
  • [u] Underline [/u]
  • [s] Strikethrough [/s]
  • [q] "Quote" [/q]
  • [ol][*] 1. Ordered List [/ol]
  • [ul][*] · Unordered List [/ul]
  • [pre] Preformat [/pre]
  • [quote] "Blockquote" [/quote]
ie8 fix

The best of ZDNet, delivered

ZDNet Newsletters

Get the best of ZDNet delivered straight to your inbox

Facebook Activity

White Papers, Webcasts, & Resources
ie8 fix