This document summarizes a presentation given by Lauren Cooney of Cisco Systems about how the development landscape is changing and how companies need to adapt. Some of the key points made include: the role of developers is increasing as they have more buying power; everything is becoming programmable; there is a focus on user experience and community; and Cisco needs to change their thinking to focus more on cross-platform development, consistent experiences, and meeting developer needs. The presentation argues that companies must focus on empowering developers internally and externally to be successful in this new 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

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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).

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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

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Ground Rules
 I Will Not Be Giving a Pitch
 Ask Questions
 Feel Free to Debate
 Ask More Questions
 Follow-up! (lauren.cooney@cisco.com)

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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).

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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

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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 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)

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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.‖

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Everything is Becoming
Programmable
Your Development Team is
Leading This Revolution

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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.

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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

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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

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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.

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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.

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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)

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Word of Mouth
―The #1 Thing You
Need to Grow‖
Picture Courtesy HBR

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―An Organization‘s Ability To
Learn, and Translate that Learning
Into Action Rapidly, Is the Ultimate
Competitive Advantage‖
Jack Welch

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Real World Use Case: Microsoft

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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

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

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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

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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

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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

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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.

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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.

29. © 2010 Cisco and/or its affiliates. All rights reserved. 29
Thank you.
Lauren Cooney
Sr. Director, Software Strategy
Cisco Systems
Twitter: @lcooney