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

1. © 2010 Cisco and/or its affiliates. All rights reserved. 1© 2010 Cisco and/or its affiliates. All rights reserved. 1 Lauren Cooney Sr. Director, Software Market & Developer Strategy Cisco Systems lauren.cooney@cisco.com www.twitter.com/lcooney Your Dev Team Just Became the New CIO The Changing Development Landscape & How to Make It Work For You September 2012

2. © 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).

3. © 2010 Cisco and/or its affiliates. All rights reserved. 3 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

4. © 2010 Cisco and/or its affiliates. All rights reserved. 4 Ground Rules  I Will Not Be Giving a Pitch  Ask Questions  Feel Free to Debate  Ask More Questions  Follow-up! (lauren.cooney@cisco.com)

5. © 2010 Cisco and/or its affiliates. All rights reserved. 5 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).

6. © 2010 Cisco and/or its affiliates. All rights reserved. 6 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 6 *Evans Data, 2011

7. © 2010 Cisco and/or its affiliates. All rights reserved. 7 The Flattening of IT Leads to Increasing Demands On 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?

8. © 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 Demands Vendors Need to Step Up The Game

9. © 2010 Cisco and/or its affiliates. All rights reserved. 9Cisco ConfidentialCisco Confidential© 2010 Cisco and/or its affiliates. All rights reserved. 9 ―How Can I Configure a Router, A Firewall, A Load Balancer, Server & Storage through APIs?‖

10. © 2010 Cisco and/or its affiliates. All rights reserved. 10Cisco ConfidentialCisco Confidential© 2010 Cisco and/or its affiliates. All rights reserved. 10 ―…the Web is inherently crossplatform. That‘s the whole point of the Web: Ubiquitous access to information.‖ Majd Taby, Software Engineer, Strobe (Acq. By Facebook); former Apple UX Engineer)

11. © 2010 Cisco and/or its affiliates. All rights reserved. 11 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.‖

13. © 2010 Cisco and/or its affiliates. All rights reserved. 13 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.

14. © 2010 Cisco and/or its affiliates. All rights reserved. 14 The Long Tail Effect It‘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

15. © 2010 Cisco and/or its affiliates. All rights reserved. 15 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

16. © 2010 Cisco and/or its affiliates. All rights reserved. 16 The Evolution of Developer Experience IT 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 end  Download  Install  Deploy  Must 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.

17. © 2010 Cisco and/or its affiliates. All rights reserved. 17 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.

18. © 2010 Cisco and/or its affiliates. All rights reserved. 18 Community Comes First Drive 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)

22. © 2010 Cisco and/or its affiliates. All rights reserved. 22 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

24. © 2010 Cisco and/or its affiliates. All rights reserved. 24 Smarter Technologies, Cross-Platform & Serviceable (Everything is Programmable)1 Create a consistent (amazing) user experience with common software components & features2 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 choose6 UserExperienceDelivered Serviceable,Deployable,Scalable. CrossPlatform&Consistent How We’re Changing OUR Thinking

25. © 2010 Cisco and/or its affiliates. All rights reserved. 25 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

26. © 2010 Cisco and/or its affiliates. All rights reserved. 26 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

27. © 2010 Cisco and/or its affiliates. All rights reserved. 27 Make Your Users Successful… Always The #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.

28. © 2010 Cisco and/or its affiliates. All rights reserved. 28 In Summary It‘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.

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