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The market that is hiding in plain view?


2004-09-14 04:39:06 PM
delphi177
Back in august I read Danny Thorpe's blog about the strategic planning think
tank. Two parts of the blog captured my attention:
- "But how do you measure a market that has been hiding in plain view,
that's on nobody's radar?"
Suggesting they discovered a market/customers that nobody ever noticed
although they were easily identified. Somehow they would be adressing that
market and it is needs (at least that is what I understood). I was wondering
wether or not I am/was a part of that market and what would be offered.
- "The only parts of this idea that are crystal clear at this nebulous
concept stage are:
1) it is big. Big work. Big risk. Big reward.
2) This idea and the plan to get there will be rolled out September 13, 8am.
BorCon"
This sounded very promising/revolutionary etc.
Somehow I fail to see (from blogs, newsgroups etc.) how these two points are
adressed in what I have seen so far. Could anybody enlighten me and show what
is inline with these statements above?
tia,
Martin
 
 

Re:The market that is hiding in plain view?

I suppose it is still to come... the marketing talk so far
didn't deviate from the good old-fashionned classics.
Eric
 

Re:The market that is hiding in plain view?

Eric Grange <XXXX@XXXXX.COM>writes:
Quote
I suppose it is still to come... the marketing talk so far
didn't deviate from the good old-fashionned classics.
Or perhaps he was smoking something odd when he posted those comments on his
blog.
 

Re:The market that is hiding in plain view?

Martin Brekhof writes:
Quote

Somehow I fail to see (from blogs, newsgroups etc.) how these two
points are adressed in what I have seen so far. Could anybody enlighten
me and show what is inline with these statements above?

The Software Delivery Optimization vision rolled out here at BorCon in
Boz Elloy's keynote Monday morning is what I was referring to.
Software Delivery Optimization is a market segment distinct from other
"enterprise" segments which has a remarkable lack of industry coverage.
There are folks out there claiming to have focus on business
optimization, but not for the software nature of business. And let's
face it, the world runs on software. It doesn't matter what your
business is - if you remove the software, the lights go out.
Boz's keynote referred to the cruel irony that software has been used
to improve business efficiencies for every industry in the world -
except the software industry. We are the "cobbler's children" who go
without shoes.
Borland intends to change that. Where many have tried to bring
business management from on high down into the software ranks (and
failed), Borland aims to build upon our software expertise to wed
software engineering process with higher-level business process. And
when I say "process" here, I don't mean micromanagement, I mean
planning, projection, risk assessment, status reporting, workflow,
resource balancing and a several other segments under a holistic
process umbrella.
Borland's software development tools are the base of the pyramid, and
in many respects, will be one of the hubs or control centers for
information flow and review.
A large part of Borland's success has been the result of redefining the
rules of engagement to create a market segment we can define, own, and
win. Instead of bludgeoning it out on the home turf of a much larger
opponent, find a way to define your own home turf in which the opponent
is ill equipped to respond. Create the home field advantage. That's
how Turbo Pascal came about, that is how Delphi and JBuilder came about,
and now Dale and Boz and crew are working to apply that to Borland as a
whole.
Don't chase. Lead. Make them chase you.
-Danny
--
Delphi Compiler Core: homepages.borland.com/dthorpe/blog/delphi/
 

Re:The market that is hiding in plain view?

Danny Thorpe writes:
Quote

Don't chase. Lead. Make them chase you.
Sounds good Danny, I wish you and Borland all the best with this
endeavour.
Just two notes to this:
1. "SPI" and many other TLA's have come before SDO and have
been equally stubbornly barfed out by resilient and untameable software
development teams, who see this sort of initiatives as something
that threatens their "way of life".
What will Borland do to make sure SDO becomes more than
just another quickly-buried acronym?
2. I assume all this doesn't mean that you are conceding the low level
dev tools (compiler, IDE, frameworks) game to Microsoft?
--
Kristofer
 

Re:The market that is hiding in plain view?

Danny,
After some 15 odd years in this industry I know first hand that no matter
how many tools, reports etc. the end-result depends on who is using these
tools. Although I appreciate the change from pascal compiler to software
delivery tool I somehow was hoping for something else. If you do not mind
I'll try to illustrate what I think would be revolutionary using some other
company's tool/environnement.
This summer I bought Windev (www.pcsoft.fr/us/index.html), much of it
feels like Delphi but it has some features that Delphi (and I guess
C#Builder etc.) could use. Read the online brochure (and/or download the
trial). Especially the opportunity to integrate your analysis into your
program and generate a skeleton program on basis of this analysis is very
powerfull.
The reason I never left the Borland/Delphi community? They have no 3rd party
market.
regards,
Martin
 

Re:The market that is hiding in plain view?

Can't windev use ActiveX or .Net assembly controls ?
At least they say they can use .Net "classes" (but not controls at design-time ? )
www.pcsoft.fr/us/windev/broch8full/index.html
"WinDev classes can be used directly and without any modification to generate DotNET applications.
And vice versa, WinDev 8 lets you use DotNET classes built using other languages as native classes (with all the advantages of the code editor, documentation editor, etc.) "
regards
david
"Martin Brekhof" <XXXX@XXXXX.COM>writes news:4147cd78$XXXX@XXXXX.COM...
Quote
The reason I never left the Borland/Delphi community? They have no 3rd party
market.
 

Re:The market that is hiding in plain view?

"Danny Thorpe" <XXXX@XXXXX.COM>writes:
Quote
Borland intends to change that. Where many have tried to bring
business management from on high down into the software ranks (and
failed), Borland aims to build upon our software expertise to wed
software engineering process with higher-level business process.
Yawn...
 

Re:The market that is hiding in plain view?

Quote
Sounds good Danny, I wish you and Borland all the best with this
endeavour.
Just two notes to this:

1. "SPI" and many other TLA's have come before SDO and have
been equally stubbornly barfed out by resilient and untameable software
development teams, who see this sort of initiatives as something
that threatens their "way of life".
What will Borland do to make sure SDO becomes more than
just another quickly-buried acronym?
First of all, this won't work if we, Borland, don't use these new tools
ourselves. We're our own "guinea pigs." The whole idea behind this is that
the development teams *already* have a process. What we are doing with SDO
is to take the "artifacts" that are generated from the normal functioning of
this "process," and now add higher level tools to so that the entire
development food chain can see how things are going. The idea is that the
developers and dev managers, QA and QA managers all continue to work and
interact as they always had. This is assuming that these team already use
*some* kind of defect and source tracking tools (you *do* use these tools
don't you ;-). However, huge amounts of data are generated as a result of
the whole ALM (Application Lifecycle Management) process. Using a
requirements management tools is also a very key bit of tech that
development teams should embrace. It is that end of the product spectrum
through which change requests can come in and risk/impact analysis can take
place.
The upper VP's of application development don't care about what lines of
code changes and what was checked into the archives, nor are they worried
about what set of defects got fixed. What they want to do is be able to see
at a glance what the impact a change request will have on the project. They
want to see if there is a reasonable "glide-path" to project completion that
will result in a successful delivery and on time.
The IT-Ops guys want to know what hardware configurations they are going to
need to get setup and ready for this new deployment rollout. They need to
be able to also see the status of the project and remain a key part of the
whole development process. Making sure hardware is in place at the right
time without undue delays in the acquisition of the hardware, or making sure
that the hardware isn't inplace too soon and is an unnessesary expenditure.
It's about the whole process. ALM continues to be the core to this whole
strategy. Dev tools are core. Developers are core. As Boz presented in
his session, unless we can help the whole process succeed, it doesn't matter
how much of a hot-shot you are. If any part of the whole software process
(business needs, software creation, and deployment) fails, then everyone has
failed.
Quote
2. I assume all this doesn't mean that you are conceding the low level
dev tools (compiler, IDE, frameworks) game to Microsoft?
Absolutely not. The IDEs and the actual dev tools are core to this whole
strategy. By building/partnering/acquiring other technologies, we'll be
able to also address the needs of the *other* roles in the whole chain.
--
Allen Bauer
Delphi/C#Builder Principal Architect
Borland Software Corporation.
blogs.borland.com/abauer
 

Re:The market that is hiding in plain view?

I R T in <XXXX@XXXXX.COM>writes:
Quote
Yawn...
Funny. I remember that same response by many to OOP, RAD, MDA ...
--
John Kaster, Borland Developer Relations, bdn.borland.com
BorCon2004, all info in one place! info.borland.com/conf2004
Features and bugs: qc.borland.com
Get source: cc.borland.com
Unofficial information overload: blogs.borland.com
 

Re:The market that is hiding in plain view?

I hope your marketing study pointed that to reach such
a market of organizational tools, Borland as a company
and workforce will have to evolve drastically.
Organization tools success depends as much if not more
on consulting, training and customer support than it
depends on the tool itself, and consulting and people
training is definetely where the money is made in that
market, even with expensive software licenses. And in
these three area, IMO Borland leaves a lot to be desired.
Just a quick note since one of our current projects @work
deals with managing and tracking ALM-like stuff for a
fairly large customer's IT service... and if Borland seeks
to apply to IT the recipes IT applied to other industries,
maybe it needs to investigate how those recipe actually
get implemented.
That said, I guess this would make our companies competitors
somehow, so no more hints ;)
Eric
 

Re:The market that is hiding in plain view?

"John Kaster (Borland)" <XXXX@XXXXX.COM>writes:
Quote
I R T in <XXXX@XXXXX.COM>writes:

>Yawn...

Funny. I remember that same response by many to OOP, RAD, MDA ...
And to Kylix, objectvision...
 

Re:The market that is hiding in plain view?

Allen Bauer writes:
Quote

First of all, this won't work if we, Borland, don't use these new
tools ourselves. We're our own "guinea pigs."
or, in Spolsky's words, "eat your own dog food" <g>
<snip>
Quote
It's about the whole process. ALM continues to be the core to this
whole strategy. Dev tools are core. Developers are core.
Thanks for your explanation, that sounds promising.
I have two more questions:
1) Will Borland be developing most of these tools internally, or do
you plan to rely on acquisitions to complement the ALM/SDO tool set?
2) Of all the tools currently under your current ALM umbrella,
the CaliberRM requirements management tool is the one I am most
interested in exploring. However, it is also the most unaffordably
priced of them all, outdwarfing the cost of all other tools put together.
Will Borland do something to make this tool more affordable?
--
Kristofer
 

Re:The market that is hiding in plain view?

Kristofer Skaug in <41480693$XXXX@XXXXX.COM>writes:
Quote
1) Will Borland be developing most of these tools internally, or do
you plan to rely on acquisitions to complement the ALM/SDO tool set?
As we've been doing for the last decade or more, we'll do whatever
makes sense: build, buy, or partner.
Quote
2) Of all the tools currently under your current ALM umbrella,
the CaliberRM requirements management tool is the one I am most
interested in exploring. However, it is also the most unaffordably
priced of them all, outdwarfing the cost of all other tools put
together. Will Borland do something to make this tool more
affordable?
Good point, and question. Pricing is always that "black art" subject
where all you can do is provide feedback to the "pricing people" and
hope the data helps move them in the direction you want ;)
--
John Kaster, Borland Developer Relations, bdn.borland.com
BorCon2004, all info in one place! info.borland.com/conf2004
Features and bugs: qc.borland.com
Get source: cc.borland.com
Unofficial information overload: blogs.borland.com
 

Re:The market that is hiding in plain view?

John Kaster (Borland) writes:
Quote

As we've been doing for the last decade or more, we'll do whatever
makes sense: build, buy, or partner.
Predictable answer <g>.
If you will forgive me for saying so, I have more confidence in software
developed by Borland itself, than other companies - especially
other companies with which I have no experience of my own.
What I am missing in Borland's ALM strategy is a top level
vision of how these tools (will/should) fit together. A top level
"Borland ALM/SDO Integration Guide" document, that ties the ends together
and shows us how we can get the most out of this integrated tools suite.
I know there are miscellaneous stories/case studies/demos on BDN about
this,
but what I mean is a central manifest document, a general purpose guide.
Are there plans for such a publication?
Quote
>Will Borland do something to make this tool more
>affordable?

all you can do is provide feedback to the "pricing people" and
hope the data helps move them in the direction you want ;)
Could you please see to it that this "data point" is moved in the right
general direction, then? <g>
--
Kristofer