Schedule

The transition of platforms from the desktop and server room to 'the cloud' is changing not only how applications are built, but also who builds them, and why. These new Internet platforms are spawning a new kind of developer, with a new and more dynamic relationship between them and the platform provider. This presentation will look at the lessons from Salesforce.com's platform and developer program initiatives, and how companies following a similar path can expect to adapt their developer relations.

There are many different elements to consider tracking as you try and define success measurements for any developer relations program. When building a marketing campaign, one should consider a balance of measurements across awareness, community building and revenue return for your program. During this session, you will get a view into how IBM approached some specific marketing campaigns to developers. These considerations also incorporate the reporting needs of various geographies. The resulting data from our campaigns has helped drive future investment decisions for our program.

Web 2.0 is not simply a technology statement. It's a strategic tool that can be used to engage, motivate, and drive developer activity and loyalty. This session will explore the use of new technologies, methods, and practices to satisfy the unique and diverse requirements of the mass developer market.

During 2007, Cingular Wireless was rebranded as AT&T. Our Cingular developer site had over 4000 pages of content. Rebranding required creation of a brand new website with new navigation. This presentation will talk about how we went through transition, while growing our program from a registration and traffic perspective.

In this presentation, Informatica Developer Network (IDN) business sponsor, Don Tirsell, Senior Director, Product Marketing, Informatica, will review IDN's 6 year history and evolution from 3rd Party ISV support portal to thriving, collaborative community supporting 40,000+ customer, large, regional and independent consulting and 3rd party ISV's members. In that time period, IDN has grown 20-fold in membership and has been instrumental in establishing Informatica as the platform-neutral trusted provider of data integration. Don will also discuss how to establish key ROI metrics, gain internal sponsorship and methods for tying success to corporate goals.

Most developer tools and hardware companies have some form of developer relations, partner, and community program. Today, many leading software companies (Salesforce.com, eBay, Amazon, Facebook, Sprint) provide developer programs to enhance their Internet, enterprise, and packaged software offerings. This session will outline the tools, interfaces, techniques, best practices, budgets, and programs required to build a thriving, collaborative developer community and partner ecosystem.

To build your program you need to reach and recruit developers. This session delivers practical advice on developer demographics, psychographics, product positioning, online marketing, blogs, events, the press, and more. This session will offer valuable information from Evans Data's 2007 Developer Marketing Patterns and over 15 years of successfully recruiting developers.

Faced with the challenge of incorporating developer ecosystem-oriented thinking into the very DNA of your company? Autonomous business units, disparate product lines and strategies, coupled with numerous acquisitions just serve to make it more interesting. One solution is the portfolio-based approach to capturing mindshare, driving cross-functional investment, and mainstreaming developer programs we're employing at EMC.

The rise of communities is driving how we work and live today. How do companies and projects maintain and grow the communities they've built? Join the manager of the world's largest open source community to hear first-hand what works and what doesn't in recruiting developers and building community loyalty.

Mono is an open source, cross-platform implementation of the .NET framework based on the ECMA standards for C# and the Common Language Infrastructure. As such, the Mono project operates at an intersection of proprietary and open-source tools, platforms, and communities. This presentation will discuss the why and the how of the Mono project, and look at how the project thrives at the edge of everything.

Our organizations don't have a monopoly on creativity and innovation. Multiply your organization by building a culture of "Co-Innovation" -- customers, partners, consultants, individual developers, and your employees coming together to deliver value to your customers. In a short three years, SAP Community Network has grown to over 1 million members and a very active 5,000 posts a day. This vibrant developer and business process expert community is a multiplier that brings value to customers far beyond what employees alone could deliver. Learn how SAP has engaged, grown, developed, and nurtured a culture of Co-Innovation to deliver superior customer value and a competitive advantage in the market.

Kathy Mandelstein will share her many years of experience in transforming IBM's industry award-winning developer program from a great technical resource to a thriving collaborative community. Learn how IBM leverages the capabilities that Web 2.0 technologies and social networking tools offer to enable user-generated community content and dynamic syndication directly to the favorite daily workspaces of the developers themselves.

In the past 2 years Google has gone from offering 3 SOAP APIs to its core services, Ads and Search, to more than 40 APIs using various technologies (REST, Ajax, Java) and covering a wide array of developer needs, with 2 main themes: giving developers programmatic access to Google services, and making the web better through standards and open source offerings (GWT, Gears). In 2007 Google started cooperating with other industry players to create new standard platforms in areas where they were needed: OpenSocial for social applications and Android for Mobile. During these 2 years Google has grown a team dedicated to developer relations.

Openness, sharing and collaboration are fundamental in a Web 2.0 world. But what happens if an emerging community and a traditional corporation end up at odds? How do you make them complementary -- and make money?

Building and Supporting a Diverse Partner Ecosystem
RIM has built a community of over 600 wireless solution providers delivering custom applications for BlackBerry to large enterprises, government agencies, industry professionals and mobile consumers. In this session RIM will discuss building an ecosystem of partners/developers across different communities and how to properly identify the target developer audience (i.e. ISVs, SIs and corporate developers) and create targeted programs, materials and support for them.

Successful products result from market research and extensive knowledge of the development environment. This session presents actual survey data in a forward-looking overview of IT today.

A software revolution is underway, triggered by the shift to multi-core hardware architectures. The pieces needed to move the software industry range from university teaching, to new software development tools, to new techniques, to good old fashioned elbow grease. Reinders will share examples of unprecedented efforts from Intel in all these areas, and the sometimes surprising and generally encouraging results. A recent Evans Data survey found that, in the markets surveyed, Intel had the preferred solutions for multi-core software development tools. This has given Intel unique insights into what software developers are actually doing. Reinders will extrapolate from these experiences and provide concrete information on where this is going to take the industry and how to be best prepared for it.

Appealing to Laziness and Impatience In the business of developer programs, web services, and APIs we often focus a lot on the "ecosystem" and where the money goes. We hope to attract developers because they can earn money using our platforms or services.

But what if your company doesn't [yet] have a thriving commercial ecosystem for developers to plug into? That doesn't mean you can't attract a thriving and loyal developer community. You just have to appeal to their true nature.

Larry Wall, the father of the Perl scripting language, has often said that the three virtues of a good programmer are laziness, impatience, and hubris. In this talk, we'll look at how some of Yahoo's offerings have been successful without any sort of monetization plan. They're freely available, easy to use, and incredibly useful. In other words, they're great for the lazy and impatient.

Web2.0 iWeb 2.0 and rich internet applications represent an evolution for the web, expanding the dynamic functionality developers can offer their end users. This evolution of functionality also presents new risks and vulnerabilities inherent in web applications. As more business logic is moved to the client/browser and more business applications are exposed through the web the risk of exposure is magnified. In this presentation we will talk about how security vulnerabilities happen, citing specific examples, and why developers should proactively work to mitigate these risks.

Get an under-the-hood tour of the Adobe Developer Connection. Attendees will learn about the recent site redesign, and how Adobe enables and encourages community and participation. You will also get a first-hand look at how we are helping developers learn and share knowledge.

The Eclipse community is focused on value creation by establishing innovation networks -- vendor-neutral and openly governed communities for collaboration and joint software development. A key benefit to participants in innovation networks is stronger developer communities. In this session we will overview the building of innovation networks and how organizations can strengthen their developer programs by participating in them.

In this session Kathy will present a real-world global case study for effectively managing your channel marketing online enabling greater use of collateral, addressing channel support and extending your reach and influence to International developer communities.

This session will review key XOHM WiMAX benefits to customers utilizing the technology, it will review the Xohm Developer Program and initiatives it will pursue to enable 3rd parties to innovate with Xohm, and how it will help enable rich Web 2.0 applications and services for the market.

How to Inspire Developers

If you think that registering developers is the ultimate goal of your developer program then you've lost sight of the bigger picture. Registration should be only one component of your program, which should focus on attracting, capturing and retaining developers. This session will look at winning strategies for an effective developer program and highlight the pitfalls of some common developer marketing tactics.

This session will present what PayPal has learned while building one of the world’s largest developer programs. It will include tested strategies and tactics around engagement models, certification and recognition programs, and the importance of measurable ROI.

Since 1996, Palm -- with its first handheld, the Pilot 1000 -- began supporting a developer community. From hard connected mobile application downloads to OTA and Web 2.0 applications to new hardware features, technology enhancements have made consumers lives easier. Each time however, the developer has to make minor - and sometimes major - changes to their application. How can technologists help move their communities at the right time to new technologies/concepts?