The Developer is the New CIO: How Vendors Adapt to the Changing Landscape

© 2010 Cisco and/or its affiliates. All rights reserved. 1© 2010 Cisco and/or its affiliates. All rights reserved. 1

Lauren CooneySr. Director, Software Market & Developer StrategyCisco [email protected] www.twitter.com/lcooney

Your Dev Team Just Became the New CIOThe Changing Development Landscape & How to Make It Work For You

September 2012

mailto:[email protected]

http://www.twitter.com/lcooney

© 2010 Cisco and/or its affiliates. All rights reserved. 2

A Little Bit About Me

Background: Venture Capital Developer Community: BEA Systems IBM: Open Source, APIs, Mashups & Big Data Microsoft: Make Web Not War Juniper Networks: Built Developer Network, Product Mktg (SW) Cisco Systems: Champion the User & Great Experiences with New

Software, Open Source & Development Communities

What’s My Job? Help Cisco Empower Users with New Software

Opportunities, Technologies & Products. Give our customers, developers (internal & external) great

experiences with Cisco, our products, and help them learn about new & emerging technologies.

Help Shift Culture Internally to More Actively Support the Changing Need of Our Current & Future Customer Base.

Raise a little bit of hell every once in awhile (fight the good fight for the community).


On The Agenda

Ground Rules Inside & Outside Your Business The Changing Ecosystem Digging into the Data Real World Examples How Do We Tackle This? Summary Courtesy Hugh McLeod, Gaping Void


Ground Rules

I Will Not Be Giving a Pitch Ask Questions Feel Free to Debate Ask More Questions Follow-up! ([email protected])


Technology Shifts, But Needs Are the Same. Not Enough Time, Money, or Headcount. About That Revenue…

Systems & Storage “As-A-Service”

On/Off Premise More Business is Better

Than Bottom Lines. Data Management &

Analysis Development in Multiple

IT Departments & on Front-End (Dev, Marketing, Sales)

On-Demand Requests

Inside Your Business Outside Requirements

On-Demand Requests Faster Services, Sites Yesterday is Too Late Real Time/Always On The Computer is in Your

Pocket. 3rd Party Development or

Access to Your Platforms and Information.

Buying Your Services, As A Service (it better work).


There’s A New Sheriff In Town It’s Not An Evolution, It’s A Transformation

with more buying power than ever before. Democratization & Flattening of IT

(Developers Choose, Not Their Managers, Not the CIO)

More Developers than ever before are empowered to spend in the $10K to $50K price-range.*

Shift of business responsibility & revenue growth to developers vs. full IT organization.

Saving Money is Good. Growing the Business is Better.

Cross Platform Tooling Wins, with Choice of Languages, Tools, Integration into Existing Systems Required.

Dev/Ops, No-Ops, Continuous Dev, Test, Deploy at Speed Business versus Systems move.

The Developer Elite Emerges as New & Empowered Decision Makers

*Evans Data, 2011

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The Flattening of IT Leads to Increasing DemandsOn the Business, On You, On Your Team.

How Fast You Can Deliver It, And Will it Cost Me?

Does it Integrate Well with Systems/Applications I Already Have?

Can I use Tools & Languages I Already Know?

How Can I Access It and When? How Smart Is It, and is it Raw Data or

Information? How Can I Control It, Secure It (If At All

Possible)? How Can I Drive New Revenue From

This?

© 2010 Cisco and/or its affiliates. All rights reserved. 8Cisco ConfidentialCisco Confidential© 2010 Cisco and/or its affiliates. All rights reserved. 8

The New Developer DemandsVendors Need to Step Up The Game


“How Can I Configure a Router, A Firewall, A Load Balancer, Server & Storage through APIs?”


“…the Web is inherently cross-platform. That’s the whole point of the Web: Ubiquitous access to information.”

Majd Taby, Software Engineer, Strobe (Acq. By Facebook); former Apple UX Engineer)


Marc Andreessen, 2007

“A ‘platform’ is a system that can be programmed and therefore customized by outside developers — users — and in that way, adapted to countless needs and niches that the platform’s original developers could not have possibly contemplated, much less had time to accommodate…” “The key term in the definition of platform is ‘programmed’. If you can program it, then it’s a platform. If you can’t, then it’s not.”


Everything is Becoming Programmable

Your Development Team is Leading This Revolution


IT is Flattening… and the DIY Economy is Incoming

Developers Have More Buying Power Thank Ever Before (up to $50K) Most Fall into the $10K bucket…

But recurring revenue & credit card swipes under $500 price point will win.


The Long Tail EffectIt’s Not the Big Guys Fueling these Changes

Start-up Culture Fueling the Dev/Ops & No/Ops Culture

Ownership of Code is Pride in What You Deliver. It increases morale, allows everyone to be part of something big (versus just “the engineers” or “operations” or “test”).

Given history, this will repeat itself with spending responsibility, increasing choice of products & technologies, and fuel demand for CIOs to hire in developers that aren’t afraid to make the tough decisions (But better be good at it).

Image: The Wired Blog: The Long Tail


APIs, Tooling Consistency & Developer User Experience Matter Most (DX)

In DIY Economy:• Users & Developers both demand ease of

use, tools they already know how to use, easy to access/free/open source solutions and something that they can get jump-started on in under 5 minutes…

• PS: If your download or sw install (or online offer) takes more than 5-10 minutes to acquire, you’ve lost a customer.

Image via Softwareas.com/KISS


The Evolution of Developer ExperienceIT is Flattening. Experience is Demand, not Ask.

It’s likely your free software will *not* be used if downloaded.Only 55% of developers manage to evaluate just 50% of the software they

download.

In order to get your software used, ensure that the user experience is consistent from beginning to endDownload InstallDeployMust be Free

Do *not* underestimate the install experience. Majority of software users stop trying to use a product if it can’t/won’t install properly or does not have baseline requirements most developers use.


User Experience Must Be Delivered.• Developers, Engineers, and Technical roles alike are expecting better user experiences

across their entire IT & development infrastructure now more than ever before.

• With the flattening of IT, skill-sets are evolving and developers expect easier & better ways to build, automate & extend across not just one level of business anymore, but their entire infrastructure.

• Will It Run? What About Uptime?It’s about how fast, how stable, how secure. Features come second. If your product usability & features are robust (must be coupled together) you will get more revenue for your product.

• It’s not about the technology going away… it’s about the evolution of how people want to build and are utilizing products, services, and more in new ways to meet their business needs

Companies Need to Deliver on Their Products

Based on How Users Want to Experience Them.


Community Comes FirstDrive Free, Create the Base… then Provide Upsell Features/Functionality for those who require it… and consult your User Base when Planning your Rev Model.

Free or Open Source; Build the Community first & the Revenue Will Come Later

The Better You Bundle, The More You *Will* Sell.

Price per Usage Increasingly Popular (because it can be as simple as a Credit Card Swipe)


Word of Mouth

“The #1 Thing You Need to Grow”

Picture Courtesy HBR


“An Organization’s Ability To Learn, and Translate that Learning Into Action Rapidly, Is the Ultimate

Competitive Advantage”

Jack Welch


Real World Use Case: Microsoft


Successful Results Mean Connecting the Dots…

Web Platform Installer:- For Server, IIS, DB, Frameworks & More- All Tools (Visual Studio, Azure SDKs, VWD, Dev Kits)- Multiple Products, Multiple Languages - System Check for Quality Install- Re-Run to Get Quick Upgrades- One Installer Download = Multiple Products Inside, Click to Choose SDK, Language, Preferences.- Free; No Support Costs (Community Support) or Low Cost


Let’s Take a Quick Look at Cisco Today… and Tomorrow.


Smarter Technologies, Cross-Platform & Serviceable (Everything is Programmable)1

Create a consistent (amazing) user experience with common software components & features

2

All the features you love across Platforms & ability to extend them further3

Consistent delivery of services & new technologies; improved scalability4

Reduce time to integrate new software, new features, improve deployment times5

Integrate into existing environments while using the language you know & tools you choose

6

User

Exp

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nce

Deliv

ered

Serv

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le, D

eplo

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e,

Scal

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.

Cros

s Pla

tform

& C

onsis

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How We’re Changing OUR Thinking


Powerful & Intelligent User Experience for Everyone.All Platforms. Delivered.

All Cisco Routers & Switches

Cross-Platforms

APIs & Web Services Programmability

Integrated, Extensible

Services

Rapid App/Service Creation Easier & Web Friendly Interfaces Accessibility To Data Language & Tool Choice

Code Re-Use, Consistent Features Modular & Flexible Components All Technology, All Platforms Release Simplification

Physical & Virtual

Add-on versus Replace Integration & Interoperability Build on Current Investments

Existing Environments & Apps

Real-Time & On Demand Access Extension to New Business Platforms Extension to New Users, With Control


Support Your Customers & Meet Their Needs Move to support Open projects in addition to Standards bodies.

Open Source GitHub Code Contributions across vendor-boundaries

Learning Paths & Integrating Products into What Customers Already Use Tooling Open Source & Proprietary Focus on User Experience: Either Tools users know how to use or amazing user experiences Ensure it works across all platforms (versus limited based on “user type”)

Software Delivery New Delivery Models & Methodologies Terminology Shift (Beta, GA, Releases to Web… more releases, more often, more agile) Free/Freemium


Make Your Users Successful… AlwaysThe #1 Rule

Your Users Will Always Be Evolving… and that’s okay. Just Make Sure You Bring them along with you for the ride as your company shifts for their benefit.

The number one job I focus on is ensuring our users are successful today, tomorrow, and in the next 5-10 years.

Sometimes it’s uncomfortable. Well, change is, but it’s also necessary. Embrace it.

You are not only looking to ensure your customers as users are successful – but also your own development teams.

As you evolve with new methods, technologies, practices, ensuring transparency each step of the way is critical.


In SummaryIt’s Always About Your Users – Internally & Externally

Allow Your Development Teams to Be Creative.. Word Will Spread

Deliver Amazing User Experiences, from Software Product Itself to Download & Deploy.

Think About Software Distribution from the Outside In… How Do You & Your Teams Want to Consume, then Use that As Your Model for Your Customers

Community Comes First, Then Revenue. Always.

Take Risks. Let Your Dev Team Do More. So You Have Time to Focus on the Business.


Thank you.

Lauren CooneySr. Director, Software StrategyCisco SystemsTwitter: @lcooney