Schedule-at-a-Glance
This Schedule is subject to change.
| Monday, March 18, 2013 | |||
| 8:00am - 5:00pm | Registration | ||
| 8:45am - 9:00am | Welcome and Opening Remarks | ||
| KEYNOTE SESSION | |||
| 9:00am - 9:45am | Janel Garvin, Evans Data Corp - Founder and CEO The Changing Landscape of Software Development Janel will present the latest survey data showing developers' changing patterns in technology adoption and future intentions on topics such as Cloud, mobile development, embedded systems, and other technologies as well as attitudes on program features and program adoption. |
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| BREAKOUT SESSIONS | |||
| Track 1 | Track 2 | ||
| 9:45am - 10:30am | Ray Gans, Actuate - Community Manager Nobby Akiha, Actuate - Senior VP of Marketing Turning Developer Passion Into Advocacy In this session we demonstrate how we are motivating active developers in our community to become champion advocates for our products. By recognizing and rewarding their willingness to "spread the word" in the physical and virtual spaces they hang out, we gain access to venues and conversations we otherwise could never achieve. Developers who love the products and services they use are already talking about them, so why not harness this enthusiasm to create the most buzz and benefit! |
Anne Hardy, SAP - VP, Developer Experience The Burgeoning Developers Community at SAP! SAP has traditionally been known in developer's circles as the "enterprise software company of ABAP developers". But over the last 5 years, SAP's portfolio of tools, solutions, and platforms have catapulted it into a burgeoning hotbed of development. From mobile application development to in-memory computing, and from cloud to predictive analytics, SAP's developers community is diverse, expansive and excited for more! Join Anne Hardy, VP of Developer Experience, for a walk-through of past, present and future of SAP's developers community, and what took place to transform from a legacy developer community to a leading-edge player in the market. |
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| 10:30am - 10:45am | Break | ||
| BREAKOUT SESSIONS | |||
| Track 1 | Track 2 | ||
| 10:45am - 11:30am | Evans Data Corp Developer Motivation: Understanding How Passion Drives Choice Uncovering the issues and topics about which developers are most passionate is critical to developer relations success. Without a detailed knowledge of the core issues that motivate developers most, it is nearly impossible to craft messages that really work - yet many developer relations professionals completely overlook this issue. Using empirical data from Evans' research, this presentation will dive into the complex realm of decision science -- digging into the core framework of why and how developers make choices, and how these results can applied to maximal effect in marketing to this unique population. |
Barton George, Dell - Director, Developer Programs Project Sputnik: Leveraging Developer Input and Feedback to Create a Client to Cloud Solution Project Sputnik was born of the idea to create an Ubuntu-based laptop targeted specifically at developers. From its inception, the project was designed to involve developer feedback directly into the product development process and to conduct the effort publicly utilizing social media, including blogs, twitter, forums, and Dell's IdeaStorm. This session will discuss how, thanks to the power of the community, this concept went from project to product in a little over 6 months. |
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| PANEL: GAMIFICATION AND EVENTS | |||
| 11:30am - 12:15pm | Making your Developer Program Compelling and Fun Through Events and Gamification Industry experts discuss tactics for holding hackathons, code camps, code sprints, and other developer events - what has worked and has not for promotion, recruitment, and execution of developer events, as well as what works in the gamification of a developer program website. Moderator: Jeff Hadfield, Developer Media |
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| 12:15pm - 1:15pm | Lunch |
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| KEYNOTE SESSION | |||
| 1:15pm - 2:00pm | Gina Poole, IBM - VP, Rational Marketing & Practitioner Outreach Social Inside-Out and Outside-In Software developers have become an integral part of the decision-making process within today's businesses and development organizations. Reaching them with a clear and meaningful message has therefore become more critical than ever to the success of your business. With years of experience in software development and in marketing to practitioners, Gina Poole will describe IBM's bi-directional methods for attracting and growing a technically minded audience via "inside-out" (broadcast, publication, outreach) and "outside-in" (social listening, analytics) approaches. She will also discuss the many facets of the ecosystem needed to engage practitioners in today's complex social environment. |
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| HOT TOPIC ROUND TABLES | |||
| 2:00pm - 3:00pm | Join your colleagues for in-depth roundtable discussions on topics that matter in Developer Relations, including: Gamification Techniques, Using Social Media to Recruit Developers, Spurring Community Interaction, Successful Tools for Developers, Application Distribution and App Stores, and more! Rotate between three different discussions during the time for maximum interest, discussion, and networking. | ||
| 3:00pm - 3:15pm | Break | ||
| BREAKOUT SESSIONS | |||
| Track 1 | Track 2 | ||
| 3:15pm - 4:00pm | Rachel Luxemburg, Adobe - Principal Strategist, Community & Social Media Surviving a Technology Shift With Your Developer Community (Or Not): Lessons Learned Technologies do not remain static and neither do developer communities. As changes occur, you need to adapt. In this session, Rachel Luxemburg will share community building and maintaining strategies Adobe has adopted to manage through significant changes in the technology landscape for Web developers. |
Bruce Jones, PayPal - Head of North America Developer Evangelism The Fundamentals of What We Do Bruce shares his views on the evolving landscape of developer relations. What's the difference between Developer Relations, Evangelism, Marketing and Advocating? How and why do we measure these? Why marketing both online and in the field are important, reviewing marketing fundamentals, the 4Ps and 3Cs of developers, Developer Relationship Management (DRM), Developer (vs. crowd) Sourcing, and what this all looks like in the future. |
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| 4:00pm - 4:45pm | John Musser, ProgrammableWeb - Founder and CEO API Business Models: What's New, What Works While it's well known we're seeing explosive growth of open APIs, what's less well known is the rapid growth of business models behind them. How are these companies making money from their APIs? Are there one or two models they're using? As it turns-out, there's lots of ways to get ROI from an API. In this session we'll take an in-depth look at the growth and diversity of API business models. What new models exist today? Who is using what model? What are the trends? What are the secrets? Come see what others are doing and how you can map these models to your own business. |
Milton Smith, Oracle - Sr. Principle Product Security Manager - Java Keeping the Future Secure with Java The development world is not the same place it was when Java started. It's 2013, and attackers are intensely motivated, sophisticated, and organized. Java security is a significant concern across all organizations as well as for developers and individuals. Attend this session to learn about Oracle's security policies, progress, and plans to harden Java, and learn how your development organizations may benefit from lessons learned and battles fought. |
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| 4:45pm - 5:30pm | Adam Seligman, Salesforce.com - VP, Developer Relations Attention Developer Community Leaders - Do You Know What You Stand For? There are no shortages of best practices for building a thriving developer community. Foster openness and dialogue. Create a comfortable setting. Deliver substance over style. But one thing prevails as THE most important factor - knowing what you stand for. As a developer relations leader, it's time to put your values on the table. Developers are evolving, as are their expectations. Adam Seligman, a 10+ year developer relations expert who leads salesforce.com's growing developer ecosystem, will share perspectives on how and why community leaders must make these values transparent and consistently part of the operating ethos of their communities. |
Miko Matsumura, Kii Corp. - SVP, Platform and Developer Relations Mobile App Developers: Who are they? Developers Developer Developers! Miko Matsumura SVP of Developer Relations at Kii Corporation will provide a detailed understanding of the new breed of mobile app developer including segmentation, temperament, channels and ways to reach them. He will cover Enterprise developers, Agencies, Government, and Independent App Developers as well as addressing some of the concerns of different platforms and their mindsets. He will provide an overview of awareness, social, event and content marketing strategies appropriate to these groups and in particular focusing on developer-specific strategies such as how to run a good Hackathon and the kinds of attention and skills it takes to focus on working code to amplify your channel strategy. |
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| 5:45pm - 6:45pm | Cocktail Reception | ||
| Tuesday, March 19, 2013 | |||
| 8:00am - 5:00pm | Registration | ||
| KEYNOTE SESSION | |||
| 9:00am - 9:45am | Scott Apeland, Intel - Director, Intel Developer Program Unleashing Innovation In Your Developer Program Consumer software today is all about delivering great User Experiences. Learn how Intel is re-inventing their developer programs to focus on User Experiences and helping developers deliver new innovative experiences for mobile devices. To do that requires new approaches to engaging, motivating and supporting developers. Hear what works well and how to effectively cultivate and discover innovation within your developer community. |
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| BREAKOUT SESSIONS | |||
| Track 1 | Track 2 | ||
| 9:45am - 10:30am | Adam FitzGerald, VMware, Inc. - Director of Developer Relations Anatomy of a Developer Evangelist A Developer Evangelist operates as a critical conduit between your technology, product or platform and the legions of marketing averse application developers that you are targeting. Combining a zen-like mix of technical expertise, social media savvy, community respect, public speaking acumen and a dash of showmanship, this rare individual can lift your technology above the noise and into the minds of modern developers. But how do you identify, find, recruit, motivate, evaluate and evolve someone with such a broad and eclectic mix of skills? This session will provide a practical approach for finding and integrating Developer Evangelists into your developer marketing team. |
Lynda Chau, BlackBerry - Director of Marketing, Developer Relations It Takes a Village The mobile application phenomenon is not going away anytime soon. This is the story of the underdog in the apps space. The BlackBerry Developer Relations team reinvented their programs entirely. With a focus on engagement, empowerment and partnership, this team has turned sentiment about their platform, built a passionate developer community and created interest in a completely new platform. Lynda Chau, Director of Developer Relations Marketing will discuss how a new strategy and new ways of thinking of tried and true programs turned BlackBerry Developer Relations around and brought together a highly engaged and growing developer community that saw an increase in application vendors of 157% in one year. |
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| 10:30am - 10:45am | Break | ||
| 10:45am - 11:30pm | Mark Finnern, SAP - Chief Community Evangelist, SAP Community Network Building Your Community Advocacy Program: Lessons from SAP Mentors We'll discuss the biggest impact on engagement, advocacy and co-innovation SAP got from creating a program around their most passionate developers in the community. We call them the SAP Mentors. It is a huge win/win for everyone involved. SAP Mentors influence SAP on every level culminating in Co-CEO Jim Snabe thanking the SAP Mentors for their suggestion of making HANA available for developers on the Amazon cloud. |
Michael Rasalan, Evans Data Corp - Director of Research The Space of Flows: A Systems Approach to Understanding Developer Ecosystems Research has shown us and taught us to look at developer ecosystems as comprised by multiple components that may or may not be discrete. While we look at these inputs as important pieces of the overall developer ecosystem puzzle, EDC research has also shown that understanding the space of flows that link up these various constituent parts, and the dynamics that govern, or are results of, their different functions, is becoming a crucial practice in planning and designing a way to build and manage communities. Approaching a developer community as a system, opens up new avenues of understanding how to best manage your investment in your developer communities.This session looks at the meta-narratives of research. It deconstructs various methods of slicing through data to paint a clearer picture of the developer landscape as a system of flows and interactions in order to achieve an understanding of developers that best informs strategies. We will examine different ways we can slice and dice your target audiences and perhaps plant a few ideas about which roads to take to better know your developers. |
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| The Data Game | |||
| 11:30am - 12:15pm |  Play the Data Game for fun and prizes while learning interesting data points about the developer landscape. Bringing gamification to market research, Evans Data will challenge attendees' knowledge in a fast-paced, prize-filled game of data.
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| 12:15pm - 1:15pm | Lunch |
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| KEYNOTE SESSION | |||
| 1:15pm - 2:00pm | Ed Schmit, AT&T - Director, AT&T Developer Program The Dos and Don'ts of Managing a Developer Program With the rise of APIs and open ecosystems, all sorts of companies are now vying for developer mindshare. This presentation will provide thoughts and insights into the types of marketing programs and efforts that make sense and those that don't make sense. This will also cover how developers are evolving and what programs should do to keep up. |
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| BREAKOUT SESSIONS | |||
| Track 1 | Track 2 | ||
| 2:00pm - 2:45pm | Kenny Mathers, Nokia - Director of Programs and Monetization Nokia Premium Developer Program's Rise to Success In the last 12 months, Nokia launched its first new developer program in over 5 years, based on a software asset Nokia does not own (Windows Phone), and then decided to charge $99 for it (unheard of for Nokia). By all accounts, this would be a recipe for disaster, yet after only 3 months since launch, it is already the most successful developer program Nokia has ever managed. |
Rich Manalang, Atlassian - Developer Advocate Director Building an Ecosystem for Hackers Every software product eventually hits a wall. The companies who build and maintain these products are forced to make a choice: build more features, which sometimes requires more developers; or build a framework that allows customers or third-party developers to extend the software. This talk is about the story of how Atlassian and other companies built thriving ecosystems, and in turn benefited from the outcome. |
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| 2:45pm - 3:00pm | Break | ||
| 3:00pm - 3:45pm | Jon Alperin, Avaya - Managing Director The Compliance Conundrum: Decision Points for Ecosystem Interoperability Programs You've enabled your developer and created a value-added ecosystem of 3rd party and homegrown solutions. Whether you are a mobile platform, a cloud-based solution, or typical enterprise or consumer applications, extracting value from this ecosystem often requires a tighter go-to-market plan, and that, in turn, means ensuring that these third party solutions actually work correctly with your products and services. In this session, we'll explore key decision points involved in scoping, building and executing interoperability or compliance testing programs for your ecosystem. You'll learn where there are tradeoffs to be made in various approaches, and see how you can effectively bridge from pure developer programs to value-added partner programs with direct revenue impacts. |
Alan Greenblatt, Adobe - Senior Technical Evangelist Driving Innovation, Changing Developer Perception Massive changes have occurred at Adobe over the past 18 months. From Creative Cloud's subscription-based software to the release of a wide range of advanced HTML5 technologies and services, Adobe has gone through a huge transformation. This session will cover efforts taken to drive and manage how Web developers perceive Adobe, from the Flash company to the company driving innovation on the Web. |
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| DEVELOPER EVENT | |||
| 3:45pm - 5:00pm | LIVE ONSTAGE DEVELOPER FOCUS GROUP - One of the conference's MOST POPULAR events! This is your chance to ask developers what you want to know - Ten developers answer the questions you submit Moderator: Janel Garvin, Evans Data - Founder and CEO |
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| 5:00pm - 5:15pm | Closing Remarks | ||
