Developer Relations and the Impact of DevOps

1. Developer Relations and the
Impact of DevOps
Evans Data DevRel Conference
March 21 – 22, 2016
Larry McDonough
Director Product
Mgmt.
Ecosystem Services
VMware

2. Agenda
2
DevOps!
DevOps!
DevOps!
DevOps!
DevOps!
DevOps!
• VMware
• What is Ecosystem Services at VMware?
• VMware’s products, technology partner ecosystem,
certifications,
• Engagement, Conferences, Portals, Forums, Social
Media,
• How are our Developers Changing?
• Surveys, Market Research
• DevOps and the Forces acting on todays developer
• Agile/Scrum/Lean, OSS, Cloud, Mobile, SaaS,
Containers, …
• Observations of Impact of DevOps
• Additional Resources

3. 3
Founded in 1998
Revenues of
$6.57 Billion in 2015
More than 15,000
employees worldwide
serving more than
500,000 customers
Headquartered in
Palo Alto, California
with offices in more than
100 countries
About VMware

4. VMware’s Worldwide Presence
CONFIDENTIAL 4
Europe, Middle East, and
Africa (EMEA)
Americas Asia Pacific & Japan
(APJ)

5. VMware History of Investment and Innovation
5
2006
Launch of VMware
Solution Exchange and
Certification Program.
Release of VMware
Infrastructure 3.
2001
VMware ESX Server
1.0 released.
IBM, Dell, Compaq
and HP join VMware
Partner Program.
1998
VMware
Founded
2003
80% of Fortune
100 companies work
with VMware
2008
VMware Wins
200th award.
Introduction of
VMware vCloud
initiative.
2011
VMware unveils
management portfolio
for the cloud era.
VMware vFabric 5, and
VMware vSphere 5
comprehensive cloud
infrastructure suite.
Completion of
30th acquisition
2014
VMware acquires
2004
First VMworld
Conference
2010
VMware positioned
in Leaders Quadrant of
the Magic Quadrant for
x86 server virtualization
infrastructure (Gartner)
2013
Launch of Hybrid
Service and Introduction
of VMware Horizon
Suite and Software-
Defined Data Center
architecture
2015
Launch of
vSphere 6.
99% of
Fortune 100
companies work
with VMware.
2007
VMware becomes
4th-largest software
company in the world.
Introduction of VMware
ESXi Hypervisor.
2012
VMware acquires
Nicira

6. Industry Accolades and Awards
More than 300 industry accolades and awards have
recognized VMware’s innovation and strategic excellence.
6
InfoWorld
2015 Technology
of the Year award
(VMware Virtual SAN)
Our Company
Fortune 100 Best
Companies to
Work for in the US
(2015)
Computerworld’s
100 Best Places
to Work in IT
(2014)
CRN’s Mobility
Vendor of the Year
(2014)
Our Products
Best of Interop 2015
Performance/Management/
Monitoring Winner
(VMware vRealize Operations 6)
2015 SC Magazine
Best Mobile Security
Solution Winner
(AirWatch by VMware)
2014 Virtualization Review
Reader’s Choice Awards
and Ultimate Buyer’s
Guide Winner
(9 categories)
2014 Best of Microsoft’s
TechEd North America in
the virtualization category
(VMware Virtual SAN)

7. Solutions for Unified Hybrid Cloud and Business Mobility
Unified Hybrid Cloud
Only VMware unifies your private, public and managed
clouds into one hybrid cloud so you can innovate like a
startup and deliver like an enterprise
7
Any Application,
Anywhere
Unified
Platform
Open
Management
Software-Defined Data Center
Private
Your Data Center
Public
vCloud Air
Managed
vCloud Air Network
Traditional Applications Modern, Cloud ApplicationsBusiness Mobility: Applications / Devices / Content
ITUser
Workspace Services
Identity
Software-Defined Data Center
Catalog Gateway Social
Desktop Mobile Content
VMware Workspace Suite
Business Mobility
VMware uniquely spans mobile, desktop, and infrastructure
to support innovative business strategies while protecting
IP, data, and business operations.

8. Strong Software-Defined Data Center Customer Momentum
500,000 Customers
99% of Fortune 100
99.8% of Fortune 500
99.7% of Fortune 1000
8
vCloud Suite
(Compute + Management)

9. Ecosystem Services at VMware
Supporting our Technology Integration Partners

10. Ecosystem Services
• Program Management
– Onboarding & enablement
– Issue Management
• Product Management
– Tools & technologies access
(APIs, SDKs, Web Portals)
– Internal & external developers
• Partner Management
– Engagement services
– Engineering services
• Certifications Management
– Tests, guidelines, best practices
10
Storage
Compute Management
MobilityNetwork & Security
vCloud Air
Technology
Integration
Partners

11. developercenter.vmware.com
All the resources developers need to design and build solutions
for the Software Defined Data Center
Built for Developers and
DevOps!
Provides SDKs, API
References, Tools &
Docs
Blogs, Forums, Samples
and Github integration SSO with “My VMware”
account
Personalized, private
content for partners
One-on-One case
management (DCPN)
Architecture Diagrams
@vmwaredevcenter
Programs, Services &
Certifications
Open Partner

12. Surveys & Market Research
Observing our developers

13. Annual Ecosystem Services Survey
• Was 2x/year surveying half each time
• 2864 individual invitations total invited
• 142 individual responses to the survey (4.9%)
• 227 Partners were invited to participate
• 73 Companies responded (32%)
• They identified their roles as (Top 5)
• “Engineering” (30%),
• “Development” (18%),
• “Certification “ (12%),
• “Management / Director” (8.6%),
• “Product Management” (7.2%)
0%
5%
10%
15%
20%
25%
30%
35%
2013 2014 2015 Primary Roles

14. 14

15. 15

16. Evans Data Cloud Development Survey
16
Cloud Development Survey 2015: Volume I, © 2015 Evans Data Corp.

17. What Motivates Developers?
17
Community
Commercial Success
Personal Fulfillment

18. What do Developers Care About?
18
Source: Vision Mobile, Developer Programs Benchmarking Report 2015
http://www.visionmobile.com/product/developer-programs-benchmarking-2015/

19. Development is Changing
Main forces acting on developers…

20. Application Design is Changing
Properties of a Microservice
 Small code base
 Easy to scale, deploy and throw away
 Autonomous
 Resilient
Benefits of a Microservices Architecture
 A highly resilient, scalable and resource
efficient application
 Enables smaller development teams
 Teams free to use the right languages and
tools for the job
 Rapid application development

21. 12-Factor Apps
I. Codebase
One codebase tracked in revision control, many deploys
II. Dependencies
Explicitly declare and isolate dependencies
III. Configuration
Store configuration data in the environment
IV. Backing Services
Treat backing services as attached resources
V. Build, release, run
Strictly separate build and run stages
VI. Processes
Execute the app as one or more stateless processes
VII. Port binding
Export services via port binding
VIII. Concurrency
Scale out via the process model
IX. Disposability
Maximize robustness with fast startup and graceful
shutdown
X. Dev/prod parity
Keep development, staging, and production as
similar as possible
XI. Logs
Treat logs as event streams
XII. Admin processes
Run admin/management tasks as
one-off processes
21
Source: http://12factor.net/
“In the modern era, software is commonly delivered as a service: called web apps, or
software-as-a-service. The twelve-factor app is a methodology for building software-as-a-service apps.”

22. 22
What are the Industry Trends Driving Change?
© IDC “The New Developer Landscape, Understanding the Modern Software Developer”, by Al Hilwa,
IDC Directions, March 2nd, 2016 San Jose CA
■ Mobile/IoT continue to drive back-end cloud services adoption and
continued surfacing of API revolution
■ Rise of background processing: Lambda, iron.io, back-end IoT
processing engines – rise of microservices
■ Open source is the new open standards – lock-in mitigation
and strategic safety
■ Linux, Apache, Eclipse, Git, Android, OpenStack, Firefox,
Cloud Foundry, OpenShift, Hadoop…
■ IaaS continues to dominate and embrace PaaS
■ PaaS as a set of platform services, not just compute workload
■ Container revolution ushers in new modalities for DevOps –
shift from VM-centric dev workflows
■ Containers as building blocks of modern PaaS and units of
microservices architecture

23. 23
•“ I want to release the smallest
amount of code, using the smallest
number of people, with the least
amount of ceremony possible, as
frequently as possible.”
Source: Erik Kastner, Etsy.com

24. Developers Are The Driving Force in IT
24

25. What is DevOps?

26. What Exactly Is DevOps?
Wikipedia
“a software development method that stresses communication, collaboration, integration,
automation, and measurement of cooperation between software developers and other
information-technology (IT) professionals.” https://en.wikipedia.org/wiki/DevOps
26
Adam Jacob’s DevOps Kung fu
“A cultural and professional movement, focused on how we build and operate high
velocity organizations, born from the experiences of its practitioners.”
https://github.com/chef/devops-kungfu
Cloud Technology Partners
“DevOps: A cultural shift or movement that encourages great collaboration (aka
teamwork) to foster building better quality software more quickly with more reliability.”
http://www.cloudtp.com/2014/05/22/devops-organizational-change-agent/
Jez Humble
“a cross-functional community of practice dedicated to the study of building,
evolving, and operating rapidly changing, secure, resilient systems at scale.”
https://www.youtube.com/watch?v=L1w2_AY82WY

27. “Shadow IT”
27
Reference: http://blog.landesk.com/en/category/landesk-management-suite/
• Business units believe they can
develop faster
– Driven by developers!
• Most prevalent in SaaS
environments
• Won’t fly in Enterprise
environments, especially those
servicing regulated industries
• Not seen as a bad thing
necessary for innovation
incubation

28. DevOps is Not New
28
Source: http://www.agileweboperations.com/lean-agile-devops-related
1. Lean is the basis of
Agile
2. Build product
development flow on top
of Lean
3. DevOps is the cultural
aspect of concentrating
on business results
rather than technical
details
2008
2012

29. DevOps is A Holistic Systems View
29
Idea
Application
Code
Deployed
Application
Business Development Operations
Agile Development DevOps
fixes this fixes this
Business Process
Source: http://dev2ops.org/2010/02/what-is-devops/

30. Software Development Methodologies
30
By SPEC India, “Waterfall to Agile to DevOps – A Cultural and Technological Shift”
http://blog.spec-india.com/from-waterfall-to-agile-to-devops-a-cultural-and-technological-shift
Posted on December 29, 2015

31. Software Development Methodologies
31
By SPEC India, “Waterfall to Agile to DevOps – A Cultural and Technological Shift”
http://blog.spec-india.com/from-waterfall-to-agile-to-devops-a-cultural-and-technological-shift
Posted on December 29, 2015
Deploys!

32. CI/CD
32
Continuous Integration (CI) is a development practice
that requires developers to integrate code into a shared
repository several times a day. Each check-in is then
verified by an automated build, allowing teams to
detect problems early.
“Continuous deployment is the next step of
continuous delivery: Every change that passes the
automated tests is deployed to production
automatically. Continuous deployment should be the
goal of most companies that are not constrained by
regulatory or other requirements.”
“Continuous delivery is a series of practices designed
to ensure that code can be rapidly and safely deployed
to production by delivering every change to a
production-like environment and ensuring business
applications and services function as expected through
rigorous automated testing.”
Continuous Integration
Source: https://insights.sei.cmu.edu/devops/2015/01/continuous-
integration-in-devops-1.html
Source: https://puppetlabs.com/blog/continuous-delivery-vs-
continuous-deployment-whats-diff

33. DevOps Has Many Non-technical Challenges
33
Change Organization
VP of
Operations
VP of
Development
Layers of
Middle
Management
Layers of
Middle
Management
Sys Admin Developer
VP of
Product
Layers of
Middle
Management
Sys Admin Developer
CIO CIO
Incentivized to
innovate and
release
Report to same manager. Incentivized to
work together to develop and release
Build
Trust
Empower
People to
Take Action
Update Roles
and
Responsibilities

34. VMware and DevOps
34
ESXi
Photon Platform
Container Container
NSX
DevOps
IT Ops Developer
NSX
Storage
vSphere
Services

35. DevOps Enables High Business Performance
35Source: State of DevOps Report, 2013 and 2014
High performers
are more agile
30x
Faster in shipping code
8,000x
Faster in completing
deployments
High performers
are more reliable
2x
The change success rate
12x
Faster meant time to recover
(MTTR)
High performers win
in the marketplace
2x
More likely to exceed profitability,
market share & productivity goals
50%
Higher market capitalization
growth over 3 years

36. IT Drives These Changes
Compared to peers across the industry, high-performing IT organizations experience:
36Source: https://puppetlabs.com/2015-devops-report
60x
fewer failures
168x
faster failure
recovery time
30x
more frequent
deployments
200x
shorter
lead times

37. VMware IT
Adopts DevOps
Across 9 Small to Medium projects to test the waters…

38. In A Nutshell – What Slows Us Down?
38
Application
Delivery
Feature
Delivery
• Requirements -> Development -> Release -> Operations
• These are sequential with too much reliance on documentation
• No ability to release features when ready – wait for a release
• Environment wait time and dependencies
• Too many hand-offs and downtimes for code deployments
• Development resources spend time on non development activities

39. VMware IT Tested DevOps on 9 Small-Medium Pilot Projects
39
Percentage improvement on key
parameters
RESOURCE EFFICIENCY
DEPLOY FREQ
TIME TO MARKET [SPEED]
APP QUALITY
DevOps…
Transforming
People
Transforming
Processes
Transforming
Technology
Improvements
DevOps transformation across People – Process – Technology to support faster delivery
“COST SAVING
“

40. • Moved up the value chain to engage early and
deeply with business to add new functional
capabilities
• Modified business engagement model to
introduce BSAs into early discussions with the
business units
Key Initiatives
• Align processes and phase gates to cater to both
Traditional IT, emphasizing scalability,
efficiency, safety and accuracy and Nimble IT,
non-sequential, emphasizing agility and speed
Business System Analyst Transformation
Bi-Modal IT
Benefits of People Transformation
RESOURCE EFFICIEENCY
APP QUALITY
TIME TO MARKET (SPEED)
COST SAVING
15%
10%
8%
10%
10%
COST SAVING
DEPLOY FREQ
TIME TO MARKET [SPEED]
APP QUALITY
RESOURCE EFFICIENCY
40
• Broke down department, technology and process
barriers and built trust in each other
• Defined new role, titles and responsibilities
• Ensured focus was on business services, not
technology
Developers & Ops Transformation
Projects
9Percentage improvement on key
parameters
People Transformation
People
70PEOPLE

41. RESOURCE EFFICIEENCY
APP QUALITY
TIME TO MARKET (SPEED)
COST SAVING
5%
10%
6%
10%
5%
• Business Assurance rather than Quality Assurance
• Automation first – Test Design Automation, Test
Execution Automation and Test Analytics Automation
• Shift Left - Building a team of QA BAs
Key Initiatives
9PROJECTS
Percentage improvement on key parameters
• Transform the methodology to enable seamless business
capability delivery
• Enabled continuous requirements gathering and
refinement
• Enabled business access to developers for faster
delivery on trivial use cases
• Modified business engagement model to introduce BSAs
into early discussions with the business unit
Continuous Delivery Framework
QA/QE Transformation
41
COST SAVING
DEPLOY FREQ
TIME TO MARKET [SPEED]
APP QUALITY
RESOURCE EFFICIENCY
Benefits of Process TransformationProcess Transformation
People Process

42. • Deployment Automation using vRealize suite for
faster deployment (Continuous Integration and
Deploy), addressing the Last mile problem.
• Reduce Deployment complexity and guarantee
portability using containerization (Better Together)
• Adopt Micro Services to orchestrate and achieve
feature velocity.
• Enabling mobile moments across business
capabilities
VMware on VMware
Containerization and VMs
Mobile First/Only
42
Service Virtualization
• Service Virtualization enabling us to deliver
solutions – Faster, Cheaper and Better
Data Transformation
• Proactively address the data need – Invent before
the need [Data Lakes]
Benefits of Technology TransformationTechnology Transformation
9PROJECTS
RESOURCE EFFICIEENCY
APP QUALITY
TIME TO MARKET (SPEED)
COST SAVING
10%
5%
COST SAVING
DEPLOY FREQ
TIME TO MARKET [SPEED]
APP QUALITY
RESOURCE EFFICIENCY
5%
5%
6%
Key Initiatives Percentage improvement on key parameters
TechnologyPeople Process

43. DevOps does offer real savings!
VMware IT saw 20 – 30% across the
board
Focus on PEOPLE and PROCESS first
Technology and Tooling
improvements not as important as
people think
Developer Relations therefore needs
to address the organizational changes
and process changes first.
43
Key Observations from our DevOps Test
RESOURCE EFFICIEENCY
APP QUALITY
TIME TO MARKET (SPEED)
COST SAVING
10%
5%
30%
25%
25%
20%
20%COST SAVING
DEPLOY FREQ
TIME TO MARKET [SPEED]
APP QUALITY
RESOURCE EFFICIENCY
5%
5%
6%
Percentage improvement on key parameters
TechnologyPeople Process
15%
10%
8%
10%
10%
5%
10%
6%
10%
5%

44. Developer Relations
and the
Impact of DevOps

45. Best Practices Around Developing a Community
45
OS
Technology
Community
Content
Code
Sample
SupportOutreach
Evangelists

46. Impacting Support & Communications
46
Encourage Peer Support
- Talk to developers
- Email support
- Issue tracker
- Social media
Stack Overflow has become the primary
source of developer Q&A with over 16
million solutions provided and 8 million
developers using the site every day

47. Impacting Roles
47
IT Practitioner
• New agile development requirements
• Need education on DevOps to be part of the conversation
• Developers applying pressure to change IT software stacks
IT Operations
• Tools automating application deployment, bypassing ITOPS
• Tools administration is a new position ITOPS can manage
• Tools include: Puppet, Chef, Jenkins, Ansible
Developer
• Clouds allowing developer to control deployment
• Tools automate nightly builds, testing, and deployment
• Developer can now choose platform technology stacks

48. Impacting our Organization ( New Cloud-Native Applications BU)
VMware’s CNA Mission:
Make the Developer a First-Class User of the Data Center
• Turn the datacenter into an API
• Elevate infrastructure abstractions to expose developer-centric
concepts
• Build technologies that span the app lifecycle
• Empower operations teams to manage
Cloud-Native applications
• Build to and support open systems and standards

49. Impacting Marketing
CONFIDENTIAL 49
Launched a new program for DevOps: VMware {code}
Objectives:
Awareness &
Downloads
• VMware {code} program
• Audience acquisition
• VMworld {code} sessions
• Build awareness and shift perceptions within devops, developer, and
administration communities
• Acquire new audiences and build communities
• Drive downloads and demand for open source and licensed product
Programs
Events, Communities,
and Audience
Acquisition
• Defining the narrative
• Events
• Speakers & code

50. Observations on DevOps Impact
• The DEVELOPER is driving IT INNOVATION and product choices
• The KEY INFLUENCERS for innovation are coming from external OSS Contributors
– Increasing investment in OSS Participation
• Our traditional IT/ITOPS customer needs help not only to stay relevant in this latest shift,
but also to ADD VALUE to their enterprise
– Cloud-Native Apps Business Unit
• Ensure our PRODUCTS and SERVICES integrate well into the DevOps process
– Integrate with key tools
• Be where the INFLUENTIAL developers go
– Git Hub, Stack Overflow, the right conferences
• Launching VMware {code} brand on dev portal and in VMworld to drive awareness and
engagement with dev audience (new audience and roles for us)
• “SaaS’ing” our Products in Ecosystem Services
– Launched Validation as a Service in 2015
50
on Developer Products, Services, & Outreach

51. Puppet Labs in partnership with IT REVOLUTION
Additional
Resources
51
THE PHOENIX PROJECT: A NOVEL ABOUT IT, DEVOPS,
AND HELPING YOUR BUSINESS WIN
“The Phoenix Project is a great way to get non-technical managers to understand what developers do.
Every person involved in a failed IT project should be forced to read this book.”
–Tim O'Reilly, Founder & CEO, O'Reilly Media
“The Phoenix Project is a must read for business and IT executives
struggling with the growing complexity of IT.”
–Jim Whitehurst, President and CEO, Red Hat, Inc.
“This is the IT swamp draining manual for anyone who is neck deep in alligators”
–Adrian Cockroft, Cloud Architect at Netflix
Additional Links
• devopscafe.org –podcast interviews, great guest speakers
• cloudcast.net –podcast interviews, great speakers, short
• dev2ops.org – videos, resources, conference info, etc.
• conferences.oreilly.com/velocity – major DevOps focus
• events.itrevolution.com – DevOps Enterprise Summit
• devopssummit.sys-con.com – DevOps at Cloud Expo
• devopsdays.org – find an event near you
• puppetlabs.com/2015-devops-report – annual report on DevOps
#DOES15

52. Free
State of
API
Reports
2016
Smart
Bear
apigee
52

53. XebiaLabs Periodic Table of DevOps Tools
53

54. Thank You
Larry McDonough
Director Product
Mgmt.
Ecosystem Services
VMware

55. BACKUP SLIDES
Thank You

56. VMware DevOps Technologies
56
vSphere and vRealize
• vSphere ready for Agile deployment of traditional apps NOW
• Tool vendors provide vSphere integration modules
• vSphere offers Speed, Security & Stability for Agile workloads
• Codestream can integrate larger complex deployment
vCloud Air
• VMware’s hybrid cloud offering enables choice for workloads
• With enabled tools, IT Operations can control distributions
• Puppet, Chef, Jenkins, Ansible can deploy to vCloud Air
New Cloud Native
Architecture
• VMware’s Cloud-Native Applications tech best for containers
• vSphere announces new integrated container technology VIC
• Projects Photon, Lightwave and vSphere Integrated Containers
show VMware leadership in container-based microservices
architecture

57. CDStack
TestStack
ControlStack
ArtifactStack
CommitStack
CIStack
CodeStack
ConfigStack
FeedBackStack
Continuous DevOps Stack: Traditional Apps, Open Tools
57
PlanStack
Geany
ASD/vRO
Gerrit
Trigger
Plugins
Artifactoy
Codestream
vRA
vRO
vRA
vROps
vRLI
vRB
Issues
vSphere, vSAN, NSX, vRealize Suite
vRealize Orchestrator
SDDC, IaaS, Foundation

58. Agile
DevOps
Lightweight
Containers
Developers
The New App
DevOps has driven
innovation in container
technology.
Agile development
demands DevOps.
1000s deploys/ day
Competitiveness demands
agile development.
Enterprises are embracing.
The new app is king,
and developers are the
new kingmakers.
The Developer is now King and drives major changes

59. The Software Development Lifecycle (SDLC)
59
Build/Continuous
Integration
Source Code
Management
Repository
Testing
Frameworks
Provision and
Deploy
1. Commit/Check-in
5. Monitor
2. Build & Test
4. Deploy
vRA
3. Artifacts

60. VMware Cloud-Native Apps Stack
vSphere
vSphere
Integrated
Containers
vRealize Automation, vRealize Operations,
vRealize Log Insight
Pivotal
Cloud Foundry
VMware NSX, VMware Virtual SAN
vRealize Code Stream
Chef,
Ansible
JFrog
Artifactory
Repository Config. Mgmt.
Git,
Perforce
Code Repo
Jenkins,
Bamboo
CI/CD
Developer Laptop
Development Lifecycle
Production Stack
Vagrant,
Panamax
VMware
AppCatalyst
Photon
Platform
vCloud Air
Docker, Kubernetes,
Mesos, Lattice
60

61. Gartner
Predicts 2015: Application Development
• Key Findings
– DevOps practices are emerging among mainstream IT organizations to manage faster and more
reliable software delivery; but more so than technology, these initiatives depend on organizational and
process innovations as a prerequisite to success
• Recommendations
– Use a bimodal approach and redefine roles to learn and adapt lean IT practices
– Create a joint team with both development and operations skills to identify and create a culture and
unified process view of DevOps
• Strategic planning assumptions
– By 2018, the majority of software projects, as measured by the Gartner CIO survey, will be agile centric
– By 2019, DevOps initiatives will cause 50% of enterprises to implement automated configuration and
release management of the application life cycle
61
Gartner, 11/19/2014, Predicts 2015: Application Development Mark Driver, Nathan Wilson, Jim Duggan, Ronni J. Colville, Jason Wong,
Laurie F. Wurster, Thomas E. Murphy, Yefim V. Natis, Magnus Revang