How to segment developers for your digital strategy (webcast)
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How to segment developers for your digital strategy (webcast)

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Does your digital strategy target ‘everybody’ or ‘all developers’? If so, beware! Most successful programs start with a focused strategy targeting a specific developer-type and need and is ...

Does your digital strategy target ‘everybody’ or ‘all developers’? If so, beware! Most successful programs start with a focused strategy targeting a specific developer-type and need and is based on an analysis of developer populations and profiles.

Join Apigee’s Sam Ramji and Michael Rasalan from Evans Data Corporation, the leader in research and market intelligence in the developer and software development industry, to understand why the size and makeup of the developer community is critical to your adoption strategy. Discover the strategies for reaching different types of developers.

We will discuss:
- Why is segmentation important to your strategy?
- How many developers are there? What are their profiles?
- What are the latest trends in developer populations, profiles, and technology usage trends?
- How can you apply this knowledge to reach developers?

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How to segment developers for your digital strategy (webcast) How to segment developers for your digital strategy (webcast) Presentation Transcript

  • How$to$Segment$Developers$for$ your$API$Strategy! 1.29.14!@!11:03!PST! VOIP!or!Dial7in!(see!chat)! groups.google.com/group/api<cra=$ Sam!Ramji ! !@sramji! Michael!Rasalan !@evansdatacorp!
  • @eatabagel @sramji
  • groups.google.com/group/api-craft! @gbrail( Greg%Brail @theganyo( Sco-%Ganyo View slide
  • youtube.com/apigee! View slide
  • slideshare.net/apigee! http://apigee.com/about/api-best-practices/how-segment-developers-your-api-strategy!
  • Topics$ Why!segmentaJon?! How!many!developers!are!there?! What!are!the!trends!in!developer!profiles?! How!can!you!classify!them?! How!can!you!reach!them?!
  • Why$segmentaAon?$ Why!do!you!care!about!developers?$
  • Why$segmentaAon?$ Because!they!are!your!new!channel$
  • 20th$Century:$Packaged$Goods$ Producer! Retail!Store! Consumer! 21st$Century:$Internet$Services$ Provider! Developer! App! Consumer!
  • Why$segmentaAon?$ Would!you!have!sold!to!Nordstrom!! the!same!way!you!sold!to!Wal6Mart?$
  • Why$segmentaAon?$ Of$course$not.! $ They’re$different.$
  • Why$segmentaAon?$ So#are#developers.#
  • Why$segmentaAon?$ “We’re$targeAng$ everybody”$ $
  • Why$segmentaAon?$ $ ! WebOS! LinkedIn! HTML5! Gaming! Consoles! Cars! iOS! Twilio! Android! Set!Top! Boxes! Medical! Devices! Salesforce! Facebook! TwiYer! SimpleGeo! C#! Ruby! PHP! Javascript! ObjecJve! C! Java!
  • Why$segmentaAon?$ You!don’t!have!unlimited!resources.!
  • Why$segmentaAon?$
  • How$many$developers$are$there?$
  • How$many$developers$are$there?$ First,!how!do!we!define!a!developer?!$
  • deQvelQopQer$$noun!(də6ve6lə6pər)! :!one!that!develops:!as!a:!a!chemical!used!to!develop! exposed!photographic!materials!b:!a!person!who!develops! real!estate!c:!a!person!or!company!that!develops! computer!soaware!! Examples$of$DEVELOPER$ <the!developer!of!soaware!that!is!used!the!world!over>! First$Known$Use$of$DEVELOPER$ 1796! Related$to$DEVELOPER$ Synonyms:!contriver,!designer,!inventor,!deviser,! formulator,!innovator,!introducer,!originator!
  • How$many$developers$are$there?$ DefiniJons!I’ve!heard:! ! Enterprise!soaware!company! Games!company! Device!manufacturer! Independent!contractor! News/media!company! AdverJsing!agency! Hobbyist! Individual!coder! Startup!soaware!company! Alpha!geek! !
  • How$many$developers$are$there?$
  • How$many$developers$are$there?$
  • Demographics of the Typical Software Developer While developers differ from one region to the next – the composite developer looks like this
  • Global Developer Population and Demographic Study Overview of Relevant Data Sources OECD Statistics University enrollment statistics World Bank World Bank National Bureau of Economic Research CIA World Factbook Extensive secondary research feeds into the Evans Data developer population model Other regional sources International Monetary Fund US Census www.evansdata.com
  • Global Developer Population and Demographic Study Gathering and Evaluating Data EDC s proprietary computer simulation model ranks 23 variables on a proportional basis according to their predictive power with respect to regional and country level developer population growth. Data Input Verified data are input into model Analysis Model ranks variables by predictive power Some data streams are: •  Growth in tertiary education Output Model establishes developer population •  Number of internet hosts per 1000 people •  Population growth •  Number of PCs per 1000 people •  Number of smartphones per 1000 people •  Growth in secondary Education •  Growth in GDP per capita Prediction Simulations predict future growth www.evansdata.com
  • Global Developer Population 2013 North America APAC US is still the country with largest developer population but will be overtaken soon EMEA Latin America Latin America s major growth hasn t quite started yet EMEA is currently largest and includes Russia and Eastern Europe China and India will drive APAC to overtake EMEA 2013 Global Developer Population: 18,246,000 Developer Population and Demographic Study, 2012 © Evans Data Corp, 2012 www.evansdata.com
  • Global Developer Population 2018 54% 13% 34% North America APAC EMEA 28% Latin America 2018 Global Developer Population: 24,822,100 Developer Population and Demographic Study, 2012 © Evans Data Corp, 2012 www.evansdata.com
  • Profile Trends Gender (Trend) Percent of Programmers 100% Male 80% 60% Female 40% 20% 0% 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012 2013 Developer Marketing 2013, © 2013 Evans Data Corp. Marital Status (Trend) Percent of Programmers 100% Married 80% 60% Single 40% Divorced 20% 0% 2005 2006 2007 2008 2009 2010 2011 2012 2013 Developer Marketing 2013, © 2013 Evans Data Corp. www.evansdata.com
  • Age Median Age (Trend) APAC EMEA N America 50 45 Years Decline in median age in North America coincides with adoption of mobile tech, app stores, and recession 40 35 30 25 2007 2008 2009 2010 2011 2012 G lo bal&D ev elo pment&S eries &2012:&Vo lume&I,&©&2012&E v ans &D ata&C o rp. Age by Region Over 60 !  !  !  APAC s median age is 34 EMEA s median age is 39 North America s median age is 38 Percent of Programmers 100% 56-60 51-55 80% 46-50 41-45 60% 36-40 40% 31-35 26-30 20% 25 and under 0% APAC EMEA North America G lo bal&D ev elo pment&S eries &2012:&Vo l.&II,&©&2012&E v ans &D ata&C o rp. www.evansdata.com
  • Segments Defined by Target Audience Scientific 3% Other 6% OEM 5% This way of looking at developers segments the market based on who the developers target is for their apps ISVs 33% Internal Corporate 33% VARs, Consultants 20% www.evansdata.com
  • Segments Defined by Role 40% 35% 30% 25% 20% 15% 10% 5% 0% Pro developer Manage / Develop Dev Manager Non-pro developer Hobbyist Student Teacher / Academic Other This way of segmenting developers is by the role they have in developing software – as specified by the developers themselves www.evansdata.com
  • Pros but also Moonlighters Time Spent by Years Experience Do you developer software / applications on your own personal time? Yes Percent of Programmers No 80 hours a month or more 100% 80% 40-80 hours a month 60% 20-40 hours a month 40% 20 hours a month or less 20% 0% 1-2 3-6 7-10 11-15 16-20 Over 20 North American Development Survey 2012: Vol. II, © 2012 Evans Data Corp. N o rth&A meric an&D ev elo pment&S urv ey:&Vo l.&II,&©&2012&E v ans &D ata&C o rp. How many hours a month do you spend involved in personal programming or side projects not related to your day job and not during work hours? Percent of Programmers 40% The majority of professional developers also develop apps on their own time. The extent of time spent varies by years of experience. 35% 30% 25% 20% 15% 10% 5% 0% 20 or less 20-40 40-80 More than 80 North American Development Survey 2012: Vol. II, © 2012 Evans Data Corp. www.evansdata.com
  • Language Use in North America The three major regions show language adoption patterns that are similar with subtle distinctions. C# has made the biggest change in the last seven years. Language Use Trend (North America) C/C++ Java C# 70% 60% 50% 40% 30% 20% 10% 0% 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012 2013 North American Development Survey: Vol. I, © 2013 Evans Data Corp. www.evansdata.com
  • Use of Scripting Languages Scripting Languages 2013 100% 90% 80% 70% 60% 50% 40% 30% 20% 10% 0% Javascript PHP Python Perl Ruby Other Javascript is almost ubiquitous among scripting language users. Use of scripting languages in general has increased along with new form factors for targets. Sixty seven percent use scripting languages at least some of the time. Chart shows scripting language use among scripting language users www.evansdata.com
  • Mobile App Development Percent Developers Working on Mobile Apps (Trend) EMEA APAC 70% 60% Percent of Programmers 42% of developers overall report they are presently developing some mobile apps, reflecting steady growth since 2007 North America 50% 40% 30% 20% 10% 0% Fall 2010 Spring 2011 Fall 2011 Spring 2012 Fall 2012 Global Development Series 2012: Vol. II, © 2012 Evans Data Corp. Mobile Development by Region Does Not Develop Mobile Apps Percent of Programmers 100% 80% Develops Mobile Apps 60% 40% 20% 0% APAC EMEA North America As a percentage of the regional developer population, developers who target mobile devices are even in North America and APAC Global Development Series 2012: Vol. II, © 2012 Evans Data www.evansdata.com
  • Targeted Mobile Devices Targeted Form Factors 100% Smartphones Tablets 80% Netbooks Feature Phones 60% 40% 20% 0% Fall 2010 Spring 2011 Fall 2011 Spring 2012 Fall 2012 Mobile Development Survey, 2012, Vol 2, Evans Data Corp Smartphones and tablets are defining the mobile landscape www.evansdata.com
  • Developer Program Membership Developer program membership has increased along with the prevalence of free programs Developer Program Membership (Trend) Percent of Programmers 100% Yes No 80% 60% 40% 20% 0% 2005 2006 2007 2008 2009 2010 2011 2012 2013 Developer Relations 2013, © 2013 Evans Data Corp. Those who belong to both a free and a paid membership are the fastest growing segment www.evansdata.com
  • Top Reasons to Join a Developer Program What are the main reasons you would join a developer relations program? (Top 5) Tools and SDKs Technical information Technical support Training Certifications 0% 5% 10% 15% 20% 25% 30% 35% Percent of Cases D evelo p er(R elatio ns (2 0 13 ,(©(2 0 13 (E vans (D ata(C o rp . Developers are mainly motivated to join developer programs for access to technical resources www.evansdata.com
  • Outreach: Most Liked Methods Most Liked Marketing Method (Trend) Emails from the vendor Evaluation copies Percent of Programmers 40% 35% Ads in print publications 30% Presentations at trade show s 25% Direct mail from vendors 20% Usenet announcements 15% Phone calls from sales reps 10% Videos on YouTube 5% Online new sletters 0% Announcements in Online Forums 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012 2013 D evelo p er(M arketing (2 0 13 ,(©(2 0 13 (E vans (D ata(C o rp . Emails from the vendor and online newsletters have been the most favored methods of outreach for six years www.evansdata.com
  • Monetizing APIs Do you charge money to access your APIs? Yes 24% 24% of developers expect to charge money for access to their APIs No 76% N o rth&A meric an&D ev elo pment&S urv ey,&Vo l.&II,&©&2013&E v ans &D ata&C o rp. How do you expect developers to pay for access to your APIs? Pay-as-you-go 54% of API publishers who do monetize their APIs expect developers to use pay-as-you-go models for accessing them Unit-based Freemium Tiered pricing Transaction Fee Free 0% 10% 20% 30% 40% 50% 60% Percent of Cases North&A me ric an&De ve lopme nt&S urve y:&V ol.&II,&©&2013&E vans &Data&C orp. www.evansdata.com
  • Distribution for Developers Setting up and maintaining an app store, marketplace, or other distribution channel within your program is an enhancement developers find important How important is it for a developer relations program to feature an app store? Percent of Programmers 60% Importance of App Stores (trend) 200 50% 160 40% 120 30% 80 20% 40 10% 0% 0 Very important Somew hat important Somew hat not important Not important at all '2010 2011 2012 2013 D ev elo per(R elatio ns (2013,(©(2013(E v ans (D ata(C o rp. App stores are continuing to grow in importance, with only a slight leveling off in the most recent year www.evansdata.com
  • Final$thought$
  • Q&A(
  • The ONLY conference for Developer Relations Program Professionals Keynote Speakers from Evans Data, IBM, Intel, AT&T, Samsung, and Ford Save the date: March 24 and 25, 2014 Santa Clara, CA Two full days of insights, networking, interaction with the leaders of some of the most important developer relations programs Special Boot Camp session on Save $300 with promo code APG19 March 23 Call 800-831-8030 for details or visit our website at www.evansdata.com
  • THANK&YOU& ! & @sramji! Ques%ons(and(ideas(to: @eatabagel! groups.google.com/group/api8cra9&
  • How$can$you$classify$them?$ Horizontal Vertical Tribal Modal
  • How$can$you$classify$them?$
  • How$can$you$classify$them?$ Horizontally! LARGE!ECOSYSTEM!PLAYERS ! LARGE!ENTERPRISES ! ISV! ! SYSTEM!INTEGRATORS ! SMB!|!SMALL!ENTERPRISE ! SAAS ! SOFTWARE!STARTUPS ! HOBBYIST!|OPPORTUNIST !
  • TELECOMMUNICATIONS ! AIRLINES ! LOGISTICS ! HOSPITALITY ! FINANCIAL!SERVICES ! PUBLISHING ! DIGITAL!MEDIA ! RETAIL ! MOBILE ! SOCIAL!MEDIA ! How$can$you$classify$them?$ VerJcally!
  • How$can$you$classify$them?$ Modally! Public! Open! Closed! Private!
  • How$can$you$classify$them?$ Tribally! C#.net! SproutCore! Ruby! Heroku/ Rails! iOS! CoffeeScript! jQuery! dojo! JavaScript! HTML5! backbone.js! Sencha! AWS! PHP! Node.js! Android! Java! Scala!
  • How$can$you$reach$them?$
  • How$can$you$reach$them?$ No#one#size#fits#all,#but…# # Open/is!smart!because!it!accelerates!innovaJon.! # Public!should!make!it!easy!to!"taste"!the!value! creaJng!demand!from!coders!to!jump!through!hoops! in!order!to!use!the!super6tasty!Private$funcJonality.!!
  • How$can$you$reach$them?$ IncenAves!that!match!the!verJcal!and!horizontal! coordinates!you’re!targeJng!
  • How$can$you$reach$them?$ Horizontally! LARGE!ECOSYSTEM!PLAYERS ! PAY!THEM ! MEDIUM!&!LARGE!ENTERPRISE ! SHOW!THEM!OPPORTUNITY ! ISV! ! BUSINESS!DEVELOPMENT ! SYSTEM!INTEGRATORS ! SHOW!CUSTOMER!DEMAND ! SMB!|!SMALL!ENTERPRISE ! MICROSOFT!ECOSYSTEM ! SAAS ! EFFICIENCY ! SOFTWARE!STARTUPS ! FREE!AND!COOL ! HOBBYIST!|OPPORTUNIST ! FREE !
  • How$can$you$reach$them?$ TELECOMMUNICATIONS ! AIRLINES ! LOGISTICS ! HOSPITALITY ! FINANCIAL!SERVICES ! PUBLISHING ! DIGITAL!MEDIA ! RETAIL ! MOBILE ! SOCIAL!MEDIA ! VerJcally! Be!at!meetups!and!conferences!that!coders!in! the!verJcal!already!go!to.!Have!a!relevant!offer.!
  • How$can$you$reach$them?$ Modally! Public! PUBLISH!YOUR!API ! ADVERTISE!ON!CODER!SITES ! ESTABLISH!A!CONTEST ! Open! Closed! EVANGELIZE!WITHIN!YOUR! PARTNERS’!DEVELOPMENT!TEAMS ! ADVERTISE!YOUR ! BUSINESS!MODEL ! Private!
  • How$can$you$reach$them?$ Tribally! Formal! C#! SproutCore! INDUSTRY!EVENTS ! Ruby! Informal! Heroku/ Rails! Offline! dojo! HTML 5! MEETUPS,!HACKATHONS ! BEER!AND!COFFEE ! INSIDE!YOUR!COMPANY? AWS! ! iOS! CoffeeScript! jQuery! FORUMS ! EXISTING!COMMUNITIES ! JavaScript! backbone.js! Sencha! TWITTER! STACKOVERFLOW ! HACKERNEWS ! PHP! Node.js! Android! Java! Scala! Online!