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The Emerging Market in DevOps - 451 Research’s Q1 2014 DevOps Study Overview for Vendors

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An overview of 451 Research's findings in studying the early, mainstream DevOps market and what they mean for vendors. …

An overview of 451 Research's findings in studying the early, mainstream DevOps market and what they mean for vendors.

My other presentations on DevOps speak to what this study means for "end-users," but this one focuses in on companies that wish to "sell" DevOps.

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  • 1. The Emerging Market in DevOps 451’s Q1 2014 DevOps Study Overview for Vendors cote@451research.com Confidential – Prepared for Just You
  • 2. Project Overview • Phone survey with 200 North American qualified DevOps practitioners or influencers, 20-25 minutes in length, targeting “mainstream DevOps and DevOps-minded” individuals • Mid-market and Enterprise segments, with a balance across all verticals. • Respondents queried on their organizational structure, current use of development tools and processes, evaluation and purchase process for new DevOps software or solutions, and specific value proposition for partners • This presentation is a sample of the full study, though a large sample. Contact cote@451research.com if you’re interested in more. • For an idea of the talk track, see this presentation given at the Red Hat Summit in April 2014: http://bit.ly/DevOpsRHSummit2014
  • 3. Executive Summary • Speeding Up - Reducing application cycle time is still a key goal for DevOps practitioners; here, the market seems more mature than we would have thought with 30% of respondents deploying weekly if not daily (8%), and 31% claiming to deploy “on demand.” • Biz/IT Alignment - business and technology imperatives drive the demand to reduce release cycles. The two are more tightly aligned than ever. • Cloud is the disruptor - the movement to cloud technologies is driving the need to retool and get serious about DevOps • Room for improvement - the use of model-driven automation software and higher level service modeling tools is much less than we would have thought, along with DIY tooling, point tools probably dominate. 29% reported using a third party CI tool, while just 16% use model-driven automation tools to describe how applications should be deployed in production. • They’ll pay – this slice of the early DevOps market is willing to pay for tools, breaking the 2000s pattern of developer parsimony. Open source is still widely used, but so are commercial tools and services. E.g., 76% of the market either pays or considers paying for their continuous integration tools. • Developers and IT operators hold the funnel power – once practitioners research, short-list, and select tools, management and “The Business” signing off. Security and PMO has input, QA is largely uninvolved in the buying process.
  • 4. What is DevOps? Unified roles, frequent deployment Dev QA Prod The Enemy - Silo’d roles, skills, responsibilities - Long cycles mean little feedback to improve product - “Water-fall” Source: “The Rise of DevOps,” 451 Research. The Hero - Collapse silos to “one silo” - Short cycles give rapid feedback, leads to frequently improving the product - “Agile” + Cloud
  • 5. Speeding up Release Frequency
  • 6. Industry interest is broad, with technology-heavy companies as the early users 100% 90% 80% 70% 60% 50% 40% 30% 20% 10% 0% My company would benefit from deploying software more frequently than we currently do (by industry) Strongly Disagree Disagree Agree Strongly agree Notes: “Total” %’s are 10% strongly agree, 44% agree, 33% disagree, 13% strongly disagree; we are suspicious of “on-demand”; n=201 so beware of very small sample sizes
  • 7. Barbell demand for increasing frequently: small and very large companies would like to be better 100% 90% 80% 70% 60% 50% 40% 30% 20% 10% 0% My company would benefit from deploying software more frequently than we currently do (by company size) <500 500 to 2,000 2,000 to 5,000 5,000 to 10,000 10,000 to 50,000 50,000 to 100,000 100,000+ Strongly Disagree Disagree Agree Strongly agree Notes: we are suspicious of “on-demand”; n=201 so beware of very small sample sizes
  • 8. Companies are deploying more frequently than we’d expected 100% 90% 80% 70% 60% 50% 40% 30% 20% 10% 0% Deploy frequency by industry Other On demand Annually Semi-Annually Quarterly Monthly Weekly Daily Notes: “Total” %’s are Daily 8%, Weekly 22%, Monthly 18%, Quarterly 11%, Semi-annually 4%, Annually 4%, On demand 31%, Other 2%; we are suspicious of “on-demand”; n=201 so beware of very small sample sizes
  • 9. Generally, the smaller the company, the more frequent the release 100% 90% 80% 70% 60% 50% 40% 30% 20% 10% 0% Deployment frequency by company size <500 500 to 2,000 2,000 to 5,000 5,000 to 10,000 10,000 to 50,000 50,000 to 100,000 100,000+ Other On demand Annually Semi-Annually Quarterly Monthly Weekly Daily Notes: we are suspicious of “on-demand”; n=201 so beware of very small sample sizes
  • 10. Drivers
  • 11. Business and Technology demands both driving reduction in release cycles Findings: • 51% cite business and strategy drivers: competitive, business productivity, revenue • 49% cite technology functionality, new feature sets, reduced development costs Recommendations: • As DevOps matures as a discipline, aligning business and IT goals is ever more important. • Give your customers the tools they need to tie product benefits to business objectives 23.36% 22.43% 17.76% 14.02% 12.15% 10.28% Business productivity demands Deliver new features to users Business revenue demands Improved functionality Reduce development cost Competitive pressures What is the most significant driver of demand for reducing release cycles?
  • 12. Purchases are triggered mostly by business demands Findings: • Business requirements drive the majority of purchases, followed by the demand for new tools from developers • Demand for faster deployment of apps is the trigger in a little less than one-third of the cases Recommendation: • Tie your value proposition to business initiatives – how you help speed applications to market, how you help contain costs, etc. 52.74% 38.81% 28.86% 2.49% Business requirements Developers want new tools Demand for faster deployment of new apps Other What triggers the decision to source a new development tool?
  • 13. Tools
  • 14. There’s a market beyond DIY in-house solutions About half of DevOps groups are current users of third party tools, the others plan to use or evaluate third party tools Findings: • The market is exploring - many respondents are evaluating and doing POC activities across the spectrum • Core DevOps functionality (release management, automation, and modeling) is shockingly lacking • Topology/Architecture Orchestration is surprisingly low, particularly given the multi-platform convergence currently underway (Cloud/Physical/Virtual) Recommendations: • Accentuate how you deliver core functionality easier and better • Facilitate cross-platform management What tools are you using? 59% 54% 50% 46% 40% 20% 12% 16% 0% 17% 20% 15% 14% 15% 50% 14% 19% 19% 14% 15% 0% 23% 21% 46% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Testing Performance Monitoring and Log Mgmt Other Release management Configuration management & automation Topology/Architecture Currently Use Plan to use in next 6 months Plan to evaluate in next 5 months No plans to use or evaluate
  • 15. End-to-end app modeling is especially anemic Most of the market uses “legacy” approaches to packaging applications Findings: • Just 16% use automation tools like Puppet, Chef, Ansible, or SaltStack. • This surely results in questionable quality when development hands off to production • Legacy install programs, custom build, golden images most likely can’t take into account the complexity of today’s development environments • 28% use a CI tool, 36% do DIY builds, while 28% use nothing! Recommendations: • Address the need to transform not only automation, but all “legacy” tools • Focusing on the overall pipeline between developer and operations should yield an appealing message When designing and writing your software, how do you model and specify how the application should be deployed? Custom written build scripts 38% Golden Images 24% Automation Third party install programs 20% tools 16% Other 2%
  • 16. Developers and IT ops teams hold the funnel power Line of Business execs have strong influence, along with security execs Findings: • Developers and IT operations are most involved in selecting new tools, with developers having the edge • Management is involved as well, while another question revealed that line of business executives and security executives have a large role in getting “sign-off”- “The Business” was cited 72%, while security 48% Recommendation: • While the primary audience for marketing is developers and operators, messaging to business and security execs should be leveraged for additional support Which group or team within the entire development and delivery operations structure would you say is most involved 35.32% with the decision to source a new tool? 25.87% 24.38% 6.47% 4.48% 3.48% Developers A defined DevOps or development management team IT operations Systems Administration Other QA or Test
  • 17. Where do DevOps folks find out about new technologies? 71.64% 64.68% 62.69% 60.70% 55.72% 17.41% 4.98% Referrals, WoM Trade & blog articles, ads Research sites Vendor and consultant recommendations Analyst reviews Social Media, such as Twitter or Github Other What sources of information do you rely on for learning about and selecting new development tools?
  • 18. The evolving competitive landscape (minus monitoring) > Automation – original enablers of DevOps - Chef, Puppet, Ansible, Salt > Containers & more – beyond cloud platforms and automation - Docker, CoreOS, Mesosphere, etc. - Bitnami, ElasticBox > PaaS – less focused on pure DevOps - Public PaaSes, Cloud Foundry (ActiveState, Pivotal, IBM, HP) - Docker-based PaaS with Flynn, Deis > ALM & more – each evolving quickly to DevOps. - Atlassian, TaskTop, Codenvy, Bowery, SmartBear - IBM, CA, ServiceNow, other large players Source: Development, DevOps, Middleware 2014 451 Research agenda.
  • 19. Automation Awareness (From TheInfoPro Servers & Virtualization Wave 13 survey)
  • 20. Runbook or Script-based Automation and Provisioning – Time Series 2H '12 0% 5% 10% 15% 20% Homegrown Microsoft HP VMware IBM BMC Sftw CA UC4 Open Source ServiceNow Trend Micro Tibco Sftw Symantec Red Hat Puppet Labs F5 Ntwks Emerson ASG In Use Now In Pilot/Evaluation (Budget Has Already Been Allocated) Near-term Plan (In Next 6 Months) Long-term Plan (6-18 Months) Past Long-term Plan (Later Than 18 Months Out) 2H '13 0% 5% 10% 15% 20% Microsoft Homegrown CA VMware HP Puppet Labs BMC Sftw IBM Open Source Oracle Chef Citrix Automic Cisco ServiceNow Symantec ASG In Use Now In Pilot/Evaluation (Budget Has Already Been Allocated) Near-term Plan (In Next 6 Months) Long-term Plan (6-18 Months) Past Long-term Plan (Later Than 18 Months Out) 2H '12, n=175; 2H '13, n=180. Source: Servers & Virtualization –Wave 13 |
  • 21. Performance Management & Monitoring Go-to-Market Analysis
  • 22. Monitoring tools in use Findings: • Respondents did not disambiguate between SaaS, Open Source, and other well, e.g., Microsoft showed up in OSS often • “Legacy” vendors and DIY are in wide use
  • 23. DIY, Microsoft, HP, and IBM do well in “Other” Tool use may not be as innovative as you’d think for DevOps Findings: • Results ended up being mostly about monitoring, but also included release management and other categories • SaaS delivery options were hardly used (New Relic, ManageEngine, HP APM did not appear very often) • Microsoft is primarily System Center, but also odd entries like “Microsoft SharePoint”
  • 24. Conclusions & Next Steps
  • 25. Conclusions & Recommendations – Defining the Market • More organizations will become cloud-centric in their application deployment, a positive for most DevOps & cloud startups • Developers are driving new software adoption and DevOps in general, but the market is immature • Software coding issues, especially bugs, are the primary cause of performance issues • Based on value-prop questions, the vast majority of organizations that see value in performance monitoring and automation • Most organizations are likely not familiar with new startups in this space, and instead are intimate with “legacy” brands • Referrals are the best way to reach these customers
  • 26. Conclusions & Recommendations – Go-to-Market • Word of mouth, referrals are important - focus on customer use cases as much as possible, across mediums – PDFs, customer webinars, videos, podcasts, social content, guest columns, etc. • Target tech trade media and websites for placement of use cases, still a valuable channel • Use customers on webinars whenever possible, focusing on enterprise rather than SaaS, service providers or other technology companies • The tool- chain is fragmented - vendors should developing go-to-market partnerships with complementary vendors, particularly those with larger user bases • Maintain and promote freemium model, it remains an effective way to reach new customers, especially developers
  • 27. What’s next? How can 451 help vendors? • DevOps is a major component of 451 Research’s research agenda, see the “Development, DevOps, and Middleware” practice. • Plan a 451 Strategy day on Automation, Hybrid Cloud, and DevOps, customized to your needs • See our recent report “Developer Relations & Marketing” for help starting and perfecting marketing to DevOps buyers. • Talks based around this study will be given through-out the year at the Red Hat Summit (already given and recorded), DevOpsDays Austin, the OpenStack Summit, and other events • If you’re interested in the above, contact cote@451research.com Automation, Hybrid, & DevOps Strategy Day
  • 28. Thanks! cote@451research.com | @cote | +1-512-795-4307
  • 29. Next steps for end-users Planning: • Segment applications & services • Differentiating (custom) vs. keeping the lights on (SaaS) • Green-field vs. brown-field Boot-strapping: • Benchmark yourself first • Start PoCs and labs now • Do small things while plodding through big problems “Hell is other people” • Agility is the magic: reduced cost and release speed • Engage with “the business” • Cloud, and DevOps, is a culture war Use IT to make $$$ Leverage cloud Implement DevOps