I focus here on several interrelated areas concerning the perception of the project and its product, Apache OpenOffice, the development of an ecosystem, and on a mobile ODF. I argue that for all our successes we need to encourage a commercial ecosystem and the development of a mobile version, even if it be only an editor of some of the ODF. Neither is actually within the project's remit, and I am not suggesting that these be so included. However we can encourage a campaign to develop these trajectories. The benefit to the project besides the obvious expansion of a user and contributor base, is that it could expand Apache's methods and way of open collaboration.