Jonathan Priestley on News and Events at HP's Software Universe 2010 in Barcelona
Jonathan Priestley on News and Events at HPs SoftwareUniverse 2010 in BarcelonaTranscript of a sponsored BrieﬁngsDirect podcast, part of a series on application lifecyclemanagement and HP ALM 11 from the HP Software Universe 2010 conference in Barcelona.Listen to the podcast. Find it on iTunes/iPod and Podcast.com. Download thetranscript. Sponsor: HP.Dana Gardner: Hello, and welcome to a special BrieﬁngsDirect podcast series, coming to you from the HP Software Universe 2010 Conference in Barcelona. Were here the week of November 29, 2010 to explore some major enterprise software and solutions, trends and innovations, making news across HP’s ecosystem of customers, partners, and developers. [See more on HPs new ALM 11 offerings.] Im Dana Gardner, Principal Analyst at Interarbor Solutions, and I’ll be yourhost throughout this series of Software Universe Live discussions. [Disclosure: HP is a sponsorof BrieﬁngsDirect podcasts.]To better understand HP’s latest vision and strategy for software and solutions, were now joinedby Jonathan Priestley, Director of Marketing for HP Software and Solutions, Europe, Middle-East, and Africa (EMEA). Welcome, Jonathan.Jonathan Priestley: Hi, Dana. Thank you.Dana Gardner: Well, we’ve had quite a few very interesting developments,. We’ve had news.We’ve had presentations on the stage. Pulling this together from those main stage or keynoteannouncements, how would summarize? How would you put this together for those who didn’thave a chance to attend?Priestley: Well, we’ve had two great results to start with. The ﬁrst is the weather. We got very lucky this time of the year. We have sunshine and blue skies out there today, which is very good. The second is that we’ve got 3,500 attendees here, which is a super result. We exceeded our goals. Im absolutely delighted, and the whole team is really excited, as you can imagine. But, let me tell you about main stage, because we had some really good presenters on main stage this year. We started out with Anton Knolmar. Now, Anton is a veteran of this event. For 10 years now, he has been presenting here. He started out with a traditional ﬂamenco dance, and you really had to bethere to see that, in all his glory, as he came out with a rose between his teeth. It was a super startto the event and very appropriate here in Barcelona.
We moved on to Robin Purohit, the Vice President and General Manager of the R&Dorganization within software, to take us through the new strategy and vision for HP software.This was a really big one for us, because it’s the ﬁrst time that the whole strategy and vision hashad a public airing. It was exciting to see customers’ reaction to that.We followed Robin with Jonathan Rende, Vice President and General Manager of ourApplication Solutions. This was really the news point for our main stage, the launch ofApplication Lifecycle Management 11 (ALM 11). This is probably the biggest news point we’vehad in the last six months or so. And we saved it especially for the show.Dana Gardner: Now, you mentioned the new strategy that Robin aired. Maybe you canencapsulate that for our listeners. What is this new strategy and why is it so important?Priestley: It’s really important for us because, for the ﬁrst time, weve got a really good story thatties together the history of our organically built technology, as well as the acquisitions that we’vemade. We’ve constructed this around those areas that we see our customers working with in theirIT organizations today, as they deliver the solutions that drive their businesses. We see thatbreaking out into these areas.Supporting servicesBuild -- how you actually put the applications that support the services out there. Operate -- how you supply the infrastructure that supports those applications. Secure -- how you make sure that you’ve got the right kind of security in place. Store -- how you make sure that this enormous information explosion were all dealing with today is capable and managed. Finally, analyze -- how you take the business data that youre collecting in real-time and get decision-making data and information out of it.Dana Gardner: And, ALM 11 consists of a number of parts. How does that aid and abet thatvision? How does it ﬁt in? Is it a hub, a spoke, the foundation? How would you relate ALM 11 tothis larger strategy?Priestley: This is the culmination of two years worth of engineering time. This is a massiveinnovation for the marketplace and for us.For the ﬁrst time, you’ve got something that goes not just across the traditional softwarelifecycle, as we know it -- develop, test, deploy, and manage -- but across the entire lifecycle ofan application.This includes one of those things that we don’t like to talk about in IT, which is retirement, whenwe actually get rid of something, because we are not real good at that in this industry. Of course,it is a key part as we go forward. One of the fundamental reasons organizations can’t reduce theirdata or application load is because they never get to the point of being able to retire anything.
One of the key beneﬁts of ALM is that we’ve uniﬁed a complete view, a single view, of thatwhole process. Now, the people who are responsible for each of those siloed areas -- the businessanalysts, developers, testers, and operational people -- who have to support and maintain theapplications can actually see, from one place, how each of those areas hand off to each other toensure that they can manage it effectively.And, of course, the ﬁnal piece is how I make sure I’ve got security engineered into theapplication before I deploy it. That whole piece ﬁts together under ALM. So, you can see whywere so excited about it.Dana Gardner: Obviously, yes. Every day were hearing about new impacts on the enterpriseand governments. We’ve got cloud computing, mobile computing, social networks, and socialmobility.You’ve just come out recently with some Instant-On Enterprise initiatives, and I understand thatwe need to try to factor how IT can get involved and help the business better serve thisimperative around Instant-On. So, maybe we could come back around full circle. How doesALM 11 help IT provide an Instant-On Enterprise?Priestley: If we go back to the strategy and vision I just described, we talked about that in termsof the areas in which we see the IT people within an organization working. But, if you take thatup a level and think about the challenges that these large enterprising business and governmentare facing, we see that breaking down into ﬁve core areas, something we call ConvergedInfrastructure. This is all of the elements of the infrastructure working together.Working togetherEnterprise security -- not just thinking about the individual components, but looking at it fromacross the entire delivery mechanism.Application transformation -- something that all our customers are telling us they are facingtoday, and obviously, that’s one of the key areas where ALM ﬁts in.Information optimization -- another key, when we talk about the information explosion and thechallenges with that. This ensures that you can manage not just data, but the information youwant to get out of that hybrid delivery.It addresses probably the hottest topic in the industry, if I want to put my enterprise resources onpremise, running locally, versus putting it somewhere in a cloud, which I am running privately,or putting it in a public cloud. Our expectation is that all large enterprises will be facing thosekinds of sourcing decisions and we call that "hybrid delivery."Dana Gardner: We understand that youre hearing some new and interesting things here fromthe users. Were in EMEA, so they are from far and wide, many different cultures and languages,
many different types of markets. You created a new executive track. Tell me a little bit about thatand what youre hearing from this large and varied audience?Priestley: We put a lot of effort into the program and I am calling it a program, versus a track,this year, because instead of thinking as a single standalone event, were thinking of it as aprogram that runs across the entire year. The launch point has been here today at SoftwareUniverse.We started out by taking an agenda from what our CIOs have told us are the key things that theyare looking to try and get some help with.The ﬁrst is innovation, how they actually put innovation into their own organizations and howcan they remove the barriers to that innovation. This is a key one, because it’s very difﬁcult forthem to ﬁgure out how to put innovation into their own organizations, but particularly how toremove the barriers to innovation. We’ve done a lot of work around showing them how to gothrough a discovery exercise to look for those opportunities.The second thing is that the CIOs themselves are always measuring themselves against their peergroups, and that’s something else we’ve helped them with today. Were bringing in someexpertise from outside to look at what are the skill-sets that make the perfect CIO, because wesee that role changing.We talked a bit about hybrid delivery and sourcing options. The actual skill-set roles of a CIOcould very well change, and that’s one of the things we’ve tried to explore with them today.CIO annual reportAnd as we go across the rest of the year, well be looking at something like an annual report?Every company or business today delivers an annual report on how they perform. CIOs arelooking for the same kind of the thing themselves. How do they produce an annual report thatshows how IT is performing and what kind of service it’s delivering back to the business? That’ssomething we will be taking that journey with them through the whole year.So were really excited about that program, and we’ve had some great feedback from the CIOs,that this is really hitting the hot spots for them, particularly on innovation and how they planthemselves going forward.Dana Gardner: Moving back to the main stage and some of the themes we’ve heard, we saw agreat vibrancy around the follow-through for many years now on this ﬁctitious enterprise. Itencapsulates a lot of the issues the folks are dealing with. So being in EMEA, being inclusive inmany markets, tell me about this presentation and why, in a sense, it illustrates a lot of whatweve been talking about so far?
Priestley: This is our live-action main stage event. It’s just fabulous. It’s been running for 10years and it’s a great showcase for us. It’s built by our own pre-sales organization, and over the10 years we have taken our solutions and we demod them live. That takes pretty seriousconﬁdence in your own technology to demonstrate anything live on a main stage.But, today, we were celebrating our ten-year anniversary by showing just how the HP softwaresolutions can help with ALM, of course -- that was our focus for the show -- but also how to usethe solutions in a cloud environment, which is also a big message were trying to get acrosstoday.Ulrich Pfeiffer, our CTO in EMEA, who sets up the whole main stage event, pulled together pre-sales people from across the region. You could hear all the different accents and nationalitiesworking together, and it was the perfect example of what our customer organizations face inworking with multi nationalities across the geography.We even had a bouncing Volkswagen Beetle out there today, Dana, which was pretty interestingfor us, because in rehearsals last night, if I can share a little backstage secret with you, itmanaged to smash through the main stage. So, we were up until quite late last night repairing themain stage, but, as ever, the show went perfectly on the day.Dana Gardner: Very good. Weve been hearing more about the vision and strategy for softwareand solutions here in Barcelona. I want to thank our guest Jonathan Priestley, Director ofMarketing for HP Software and Solutions, EMEA. Thank you Jonathan.Priestley: Thanks very much indeed, Dana.Dana Gardner: I want to thank also our listeners for joining the special BrieﬁngsDirect podcast,coming to you from the HP Software Universe 2010 Conference in Barcelona.Look for other podcasts from this event on the hp.com website, as well as via the BrieﬁngsDirectnetwork.Im Dana Gardner, Principal Analyst at Interarbor Solutions, your host for this series of SoftwareUniverse Live discussions. Thanks again for listening, and come back next time.Listen to the podcast. Find it on iTunes/iPod and Podcast.com. Download thetranscript. Sponsor: HP.Transcript of a sponsored BrieﬁngsDirect podcast, part of a series on application lifecyclemanagement and HP ALM 11 from the HP Software Universe 2010 conference in Barcelona,Spain. Copyright Interarbor Solutions, LLC, 2005-2010. All rights reserved.You may also be interested in:
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