Concerted Linux-netbook effort needed to beat Microsoft

Linux offers an opportunity for PC makers to deliver customized netbooks to specific markets and types of user because of the open nature of the code, unlike Windows.

However, manufacturers are simply swapping one operating system - Windows - for another - Linux - on the new netbooks, rather than creating additional value around the machines. In some ways that's good, because companies like Hewlett Packard, Dell and Asus have made sure the Linux works on their machines and it's affordable for ordinary users - ordinary users that want Linux, that is.

"While all that's great, we can do a lot better" Zemlin said.

According to Zemlin, OEMs should start working with alternative business models like those of the telcos. Operating system vendors and Linux integrators, meanwhile, should do a better job of providing crisp web APIs the OEMs can use to enable these telco-like models.

"The typical operating system game is: create operating system, go to vendor, ask them to pay X amount per device, have them ship with device," Zemlin told The Reg. "That's not the only game in town."

"No one has really figured out how to bundle a mix of services and web APIs, or have fulfillment mechanisms and set up a business relationship between operating systems makers, device makers and carriers."

"It's not their [OEMs'] traditional bread and butter: they are great at manufacturing, building a better, faster widget - but that's not the game," he said.

"Learn from Nokia - meld a kick ass, industrial design with customized software experience and have it subsidized by an alternative business model, be that subsidy or services offering, movies and entertainment - that's a better way to skin this cat."

Zemlin said that subsidizing netbooks would help seed the market and make Linux-powered machines widely available.

Google last week indicated it might subsidize Linux-powered netbooks. According to Zemlin, companies could soon make their money back during the lifetime of any contract sold along with a netbook.

"The thing Google can do on a grand scale is customize software and break business models," Zemlin said. Subsidies would mean more access to computing for more people he added. "It's great for Google, great for Linux and great for open source," he said.