Open has been synonymous to innovation, value, and freedom of choice for some years now. More importantly, it is being seen as a profitable and competitive working environment for businesses. A lot more companies claim openness now, more so because it is good for brand. What is Open though? Open technology includes open source, that the code is released and supported and that accepted standards are adhered to.
Traditional marketing dictates that we can assert an advantage by creating a closed system like the Cola Giants, and making it popular. This approach promotes vendor lock. But a major problem with a closed system is that innovation takes a back seat to the market. Incremental changes are made, but nothing groundbreaking comes in.