This document discusses reaching the software development buying team and marketing to software developers. It notes that software development requires a team effort with members having influence at different stages of the adoption process. It provides statistics on developer demographics, tool usage, and purchasing preferences to help market products effectively to this audience. The key is influencing the various members of the software development buying team from requirements to purchase.

1. *Source 2006-07 Occupational Outlook Handbook REACH THE SOFTWARE DEVELOPMENT BUYING TEAM The Art, Science and Business of Software Development

2. The World-Wide Software Developer Community Trends and Drivers Size and Segmentation of Communities Priorities and Focus of Software Developers Motivation, Interests and POV … Influence/Authority in Adoption Process Reaching Software Developers How do software developers gather and/or share information? What is their preferred media? Winning Software Developers What is Microsoft doing right in it's engagements with software developers? How can Microsoft build a healthy and continuous dialogue with software developers Meet the Software Development Buying Team AGENDA…

3. EVOLUTION IN SOFTWARE DEVELOPMENT Open vs. Proprietary Issues: Continued consolidation provides increased strategic alliances...and new challenges; Microsoft, IBM, Oracle, Progress and Sun are moving the needle… SOA, RIA and Web 2.0 – and it’s getting a little Cloudy! SOA is emerging as the platform of choice…so things continue to get more complicated… RIA tools -such as Flex, AIR, Silverlight and JavaFX - are facing off and changing the way organizations provide their employees and customers information Web 2.0 is past “innovator” stage – “early adopters” have lined up! Will 2009 be the year of the Cloud? Hello Multicore, Concurreny and Mobility! The rapid adoption of Multicore technology, the benefits of concurrency and the robust outlook for advanced mobile services is promising Increased demand for software development professionals: The industry is expected to experience rapid growth, growing nearly 40% between 2007 and 2014. *Source 2006-07 Occupational Outlook Handbook

4. Commercial Suppliers Organizations developing commercial applications and/or systems software that is sold to other organizations who use the technology to develop competitive advantage in their specific business or industry Community Contributors Organizations developing freely available applications and/or systems software that is contributed to a community for other contributors, consumers and/or suppliers to use to develop competitive advantage in their specific business or industry Corporate Consumers Organizations developing proprietary applications and/or systems software that provides competitive advantage in their specific business or industry COMMUNITIES WORKING TOGETHER…

5. More than 90% of developers use commercial software tools at some level-- but the percentage who use commercial tools (over 50% of the time) declined from 53.4% in 2007 to 20.5% in 2008. Basically more developers are using commercial tools less often as they find alternative offerings. And those offerings are Open Source… COMMERCIAL TOOLS RULE… Source: 2007/2008 Evans Data Developer Marketing Patterns Study

6. While many open source developers pay a level of lip service to open source software licensing, and far more developers use it than contribute back, the trend is dangerously clear. In 2007, 31% of the respondents did not use Open Source tools at all – in 2008 that has been halved to only 12%. No surprises here -- SO THE OPEN THREAT IS REAL… Source: 2007/2008 Evans Data Developer Marketing Patterns Study

7. Microsoft Integrated IDE w/ “managed” languages Robust framework(s) w/ rich third-party support Demonstrated commitment to development community Industry standards And MS’s introduction and ongoing commitment to CodePlex has created very positive perceptions Eclipse Integrated IDE w/ multi-language support…more then just Java Maturing framework and rich client platform Growing list of independent contributors and corporate committers Use standards OPEN VS. PROPRIETARY: WORKING TOGETHER? *Source 2006-07 Occupational Outlook Handbook

8. DEVELOPER POPULATION – BY REGION Source: IDC 2007 Worldwide Professional Developers Model Asia/Pacific clearly represents immediate and near-term opportunities … but the business environment and cultural barriers present challenges REGION 2007 2008 2009 2010 2011 2007 SOM 2011 SOM GROWTH Asia/Pacific 3,726 4,114 4,535 5,006 5,525 28.48% 29.33% 30.18% North America 3,571 3,713 3,853 3,996 4,145 27.29% 26.47% 25.64% Western Europe 2,199 2,278 2,357 2,435 2,514 16.80% 16.24% 15.69% Central & Eastern Europe 1,248 1,357 1,474 1,601 1,731 9.54% 9.67% 9.81% Middle East & Africa 1,170 1,298 1,439 1,586 1,743 8.94% 9.26% 9.58% Latin America 1,171 1,267 1,366 1,468 1,557 8.95% 9.03% 9.09% Worldwide 13,085 14,028 15,025 16,092 17,214 31.55%

9. DEVELOPER POPULATION: TOP COUNTRIES Source: IDC 2007 Worldwide Professional Developers Model While domestic growth remains robust, India, China and Russia are projected to show explosive growth Country 2007 2008 2009 2010 2011 2007 SOM 2011 SOM GROWTH United States 3,200 3,331 3,460 3,591 3,729 24.46% 21.66% 16.51% India 1,439 1,666 1,917 2,201 2,524 11.00% 14.66% 75.38% China 570 638 716 804 899 4.35% 5.22% 57.76% Russian Federation 523 578 637 701 766 4.00% 4.45% 46.27% Japan 479 491 499 507 512 3.66% 2.98% 7.06% Germany 403 415 427 438 449 3.08% 2.61% 11.35% United Kingdom 379 395 412 429 447 2.90% 2.59% 17.82% Canada 371 382 393 405 416 2.84% 2.42% 12.17% Brazil 306 334 363 394 425 2.34% 2.47% 38.63% Italy 304 313 321 329 338 2.32% 1.96% 11.26% TOTAL 6,541 7,030 7,413 7,975 8,544 49.99% 49.63% 30.61% WORLDWIDE 13,085 14,028 15,025 16,092 17,214 TOP 10 PERCENTAGE 49.99% 50.11% 49.34% 49.56% 49.63%

10. DEVELOPING SOFTWARE IS A TEAM EFFORT… The size, complexity and strategic importance of software demands dedicated development teams: The promise of ALM – providing collaborative platforms that allow distributed development teams to work The goal? Align business needs w/ technology assets to delivers Services that increase competitive advantage While focused on specific functions key team members share leadership, responsibility and authority…successful teams create a “shared vision” Buying decisions are influenced and made by a team The adoption of Services that fit an organization’s application lifecycle management process is driven by architects, senior developers and development managers… the software development buying team.

11. in'no·va'tor n. ,: Someone who helps to open up a new line of research or technology or art ear·ly adverb, a·dopt·er, noun: A person who starts using a technology or product when it first available SOFTWARE DEVELOPERS ARE AGENTS OF CHANGE… Source: Dictionary.com Successful software technology adoption – or crossing the chasm – starts with developers, who act as agents of change within their organizations and/or communities

12. MONEY ISN’T THE PRIMARY MOTIVATION… Software developers are creative and enjoy solving problems The typical developer is a married, forty-four year-old male who has been working as a programmer for nearly 19 years and earns between $75,000 and $150,000 per year. Developers are well-educated; over two-thirds of them have college degrees and over 40% have Masters or doctoral degrees. Source: 2008 Evans Data Developer Marketing Patterns Study

13. STAYING CURRENT IS ESSENTIAL… Software developers are keenly interested in their profession and take it upon themselves to stay ahead of the learning curve. And, with the job market growing, software developers need continued education to remain competitive. Source: 2008 Evans Data Developer Marketing Patterns Study

14. MARKETING TO DEVELOPERS… Developers can be cynical about marketing claims, especially comparative ones: It’s much safer to try to explain a product’s best capabilities as clearly and succinctly as possible. Leave the hyperbole for consumers; developers will be more impressed with facts. Clear benefits with demonstrated ROI, visuals and examples are key to messaging Simplicity in a complex situation is essential To effectively market to this group, it is important to know how developers refer to themselves. By far, the largest plurality thinks of themselves as simply “programmer/software engineer.”

15. WHERE DO DEVELOPERS GET INFORMATION? There’s no lack of informational sources for software developers - and most developers utilize them all. Clearly, objectivity rules – followed by trusted colleagues, actual product, and trusted media sources. Source: 2008 Evans Data Developer Marketing Patterns Study

16. CREDIBILITY RULES… Software developers prefer passive marketing efforts that include specific information on subjects and or products that they have affinity Software developers also rely on their colleagues and peers for credible information Source: 2008 Evans Data Developer Marketing Patterns Study

17. PUBLICATIONS… While the move towards on-line information services is clear, software developers continue to use publications as a source for technical information DDJ has great affinity with the community Digital distribution is catching on and allows publishers to cost-effectively serve international subscription Source: 2008 Evans Data Developer Marketing Patterns Study

18. CONFERENCES… Limited time and resources have pushed vendor-produced conferences to the top of the list – interestingly three of the top five events developers attended in the last year have been produced by Microsoft. Approximately 60% indicate they’ve attended at least one conference in the last 12 months Source: 2008 Evans Data Developer Marketing Patterns Study

19. PREFERRED SITES FOR INFORMATION… Source: 2008 Evans Data Developer Marketing Patterns Study

20. COMMUNITIES… Software developers join communities to share information, get tech support, stay abreast of emerging technology, network w/ peers and influence the community. Providing specific benefits such as forums, code samples, technical articles, tutorial and support will increase the appeal. Source: 2008 Evans Data Developer Marketing Patterns Study

21. CREATING ACTIONABLE RESULTS… For 95% of developers, at least some of their searches begin with a search engine and for more than half of them the majority of development tool purchases begin with a search engine Source: 2008 Evans Data Developer Marketing Patterns Study

22. SPECIFIC INFORMATION FROM A VENDOR’S SITE… Why do software developers visit vendor sites? SDKs, Evaluation copies, documentation, technical articles and whitepapers! Source: 2008 Evans Data Developer Marketing Patterns Study

23. EVALUATION DOWNLOADS Software developers are ferocious consumers of evaluation software: 96% indicated they downloaded evaluation products in the past year 75% indicated they downloaded more than four evaluation products in the past year And downloads lead to sales: 76 % indicate they’ve acquired products after evaluation process Source: 2008 Evans Data Developer Marketing Patterns Study

24. POINT OF PURCHASE Overwhelmingly, software developers go directly to a vendor’s site to purchase development tools. But before buying they spend considerable time gathering information from trusted sources Source: 2008 Evans Data Developer Marketing Patterns Study

25. DEVELOPERS HAVE AUTHORITY…AND CHOICES! Eclipse continues to court developer community, increase value proposition and demonstrate viability Key competitors/partners continue to acquire assets that make them more appealing The key questions developers face when acquiring new tools comes down to capabilities, whether it’s supported - Open or Proprietary platform, how the tools or solutions integrate with current infrastructure and how it scales to the future. Source: 2008 Evans Data Developer Marketing Patterns Study

26. WINNING THE DEVELOPER… Microsoft has always recognized the value of and served the needs of the developer community - but the rules of media engagement have changed Use of Blogs, social networks and interactive media programs like “The Dr. Dobb’s Challenge” and Dr Dobb’s CodeTalk” is the right direction…developers love this stuff! Developers read road-maps – it’s never too early to tell them your direction As the emerging regional communities grow and mature the noise level will be fierce India, China and Russia are already loud! Continue expanding messaging beyond the current converts – do not limit your approach!

27. SUMMARY… Software is the DNA of the global economy -- and the professionals who design, develop and deploy software are change agents Software development is an art as well as a science Software developers play a strategic role in technology adoption The need for software developers continues and emerging regions/country’s show explosive growth Software developers use all media, but increasingly rely on the web for the entire purchasing cycle – from information gathering to purchase Market to software developers w/ facts and benefits Microsoft should aggressively engage and promote to developers and development communities outside the safe zone.

28. THE SOFTWARE DEVELOPMENT BUYING TEAM In October 2006, Dr. Dobb's retained Wilson Research Group to conduct comprehensive audience survey. The objectives of this research were developed based on the needs of Dr. Dobb’s marketing partners, including overall audience demographics, tool usage, plans for purchasing, the purchasing process, and media consumption trends. Survey e-mail invitations were sent to 28,829 randomly selected recipients on Dr. Dobb's mailing list. Respondents completed 469 valid surveys for a 2% response rate. The data presented in this document provides you with key data from the study. To ensure your tools, products, technologies or services are considered - and make it to the short list - involves influencing multiple layers of technical and corporate management. To succeed you need to influence the entire software development buying team! To reach the software development buying team you need to leverage Dr. Dobb’s!

29. NO DEVELOPMENT EFFORT IS AN ISLAND Software development efforts demand a cooperative decision-making effort – a team effort . Dr. Dobb’s reaches team members w/ direct influence in decisions! From dedicated decision makers through key team members w/ direct influence, Dr. Dobb’s reaches the software development buying team: 92% have direct influence in the decision making process 67% either lead or share lead responsibilities on their team Source: 2007 Wilson Research Group

30. LEADERSHIP CARRIES RESPONSIBILITIES Dr. Dobb’s provides integrated reach to a community of authoritative software development tool buyers who are involved at every step of the adoption cycle: From determining needs to evaluating products and brands through authorizing purchases, Dr. Dobb’s software development buying team is involved at every step: 96% are involved at some level of the process 74% are involved at the most critical stage….the recommendation stage! Source: 2007 Wilson Research Group

31. RESPONSIBILITY TRANSLATES INTO AUTHORITY Dr. Dobb’s reaches software development tool buyers who are responsible for the adoption of software tools and technologies at all levels of the enterprise The Dr. Dobb’s audience has unprecedented purchasing authority that spans the enterprise and provides reach to volume buyers 95% have purchasing authority at the workgroup level of higher 36% have authority across the entire Enterprise 31% have authority across Sites/Locations and/or Divisions 28% have authority across Divisions and Workgroups Source: 2007 Wilson Research Group

32. THE SOFTWARE DEVELOPMENT BUYING TEAM From Senior Staff through Executive Management, Dr. Dobb’s reaches the entire software development buying team : Images are for representation only and are not the actual respondents EXECUTIVE MANAGEMENT DIVISIONAL MANAGEMENT SENIOR STAFF Source: 2007 Wilson Research Group

33. PURCHASING CRITERIA Dr. Dobb’s reaches software development tool buyers who influence the adoption of tools based on criteria… Specific Features, Value and High Reliability are the top the list of criteria when the software development buying team considers tool adoption. 70% cite Specific Features as the top criteria 59 % cite Overall Value as the top criteria 51 % cite High Reliability as the top criteria Source: 2007 Wilson Research Group

34. TOOLS INVOLVED IN PURCHASING Dr. Dobb’s reaches software development tool buyers who are responsible for the adoption of software tools and technologies The Dr. Dobb’s audience has unprecedented purchasing authority that spans the enterprise and provides reach to volume buyers 95% have purchasing authority at the workgroup level of higher 36% have authority across the entire Enterprise 31% have authority across Sites/Locations and/or Divisions 28% have authority across Divisions and Workgroups Source: 2007 Wilson Research Group

35. LANGUAGES & FRAMEWORKS Dr. Dobb’s reaches software development tool buyers who are developing Services that demand multi-languages and cross platform tools, technologies and services Source: 2007 Wilson Research Group Languages Platforms

36. LEVERAGE THE POWER OF DR DOBB’S! Dr Dobb’s puts your message in the most trusted editorial environment in the software development market Year after year after year after year after year, Dr Dobb’s ranks #1 as the most trusted source in Evans Data’s annual Developer Marketing Patterns Study Unbiased coverage of .NET, Java, Eclipse, Open Source… Utilizing Dr. Dobb’s will raise world-wide awareness of your tools, products and solutions and provide an integrated solution to influence software architects, senior developers and development managers Dr Dobb’s Integrated Marketing Services ensure you reach the software development buying team via their media of choice : Software architects, senior developers and development managers who carry great depth and breadth of purchasing authority

37. DR DOBB’S COMMUNITY-DRIVEN SERVICES Technology Briefs Authoritative/Expert Peer Insight Print (Magazines, Inserts) Online (Websites, Blogs, Webinars, Newsletters) Events (Industry, Technology Focused, Roundtables) Buyers of Software Development Services Sellers of Software Development Services Builders of Software Development Services Custom (Magazines, Events, Newsletters, Microsites)

38. THE SOURCE OF INFORMATION The software development buying team turns to trusted information sources – and Dr Dobb’s Delivers on all levels! Source: 2007 Wilson Research Group

39. NEVER UNDERESTIMATE THE VALUE OF PRINT! Print establishes your brand, leads to “discovery” and drives more effective site and search marketing efforts: Source: 2007 Wilson Research Group 84% are likely to respond Better to DIGITAL messages AFTER seeing it in Print 96% are likely to respond Better to SEARCH RETURNS AFTER seeing it in Print

40. CROSS-MEDIA MARKETING SERVICES Dr Dobb’s provides cross-media access to a strategic community of authoritative software architects, senior developers and development managers – the software development buying team - who regularly turn to the industry’s most trusted source for information: Daily visitors to the Dr. Dobb’s Portal, DotNetJunkies & SQLJunkies … Each day tens of thousands of software development professionals visit the portal to research a new tools, visit their favorite departments or blogs, download the latest Dr Dobb’s pod cast, register for a new whitepaper or view a web seminar Weekly recipients of Dr Dobb’s Report… Each week Dr Dobb’s provides hundreds of thousands of software development professionals the latest updates on important topical issues. Monthly subscribers to Dr. Dobb’s Journal … Each month Dr. Dobb’s Journal is distributed to a qualified circulation of 120,000 software architects, senior developers and development managers who have requested a subscription Attendees at Annual at Events Each year Dr Dobb’s SD Events Group produces a number of events that bring this community together

41. THE LARGEST * QUALIFIED CIRCULATION As the world-wide leader of information for software development professionals, Dr. Dobb’s Journal is recognized as the software market’s most valuable resource for a balanced view of objective information across the entire landscape of software development issues: Platforms: .NET, Java Solutions: UI, Presentation Layer Standards: SOA, RIA, Web 2.0 Source: June 2007 BPA Publisher’s Statement And with a BPA-qualified circulation of 120,000, Dr Dobb’s Journal is hand’s down the development market circulation leader

42. SITE AND NEWSLETTER SERVICES Dr. Dobb’s offers a full array of on-line Services that reach the software development buying team - providing hundreds of thousands of monthly page views across the Dr. Dobb’s affiliated network Run-of-site and topical Services across three world-renowned sites that attracts nearly 750,00 unique visitors and generate over 1.8 million page views per month Thrice weekly e-newsletter distributed to over 120,000 recipients per edition

43. HIGHLY RESPONSIVE LEAD GENERATION SERVICES Dr. Dobb’s offers a full compliment of turn-key and custom lead generation Services geared to reach the software development buying team and immediately fill your sales pipeline w/ qualified leads: Whitepaper and Evaluation download programs to position your organization as an industry thought leader or drive immediate product adoption E-zines/E-Digests that combine the power of Dobb’s content with your unique Services Highly effective Web Seminars Innovative custom opportunities

44. TARGETED FACE-TO-FACE SERVICES Dobb’s SD Events Group provides annual and regional conferences that provide face-to-face Services to engage the software development buying team: Exclusive Sponsorships Traditional Exhibits Valuable Tech Briefings Informative BOFs Affiliate Marketing Focus Groups

45. INTEGRATED MARKETING SERVICES Dr. Dobb’s Integrated Marketing Services provide daily, weekly, monthly & annual Services to reach the software development buying team on a global basis Association with the industry’s most trusted source and globally recognized brands with unprecedented community affinity Access to hundreds of thousands of authoritative software development professionals - the entire software development buying team Rates that that reward our partners for using Integrated Marketing Services

46. INDEPENDENT RESEARCH VALIDATES DR. DOBB’S AS THE DEVELOPMENT COMMUNITY’S BRAND OF CHOICE! Dr. Dobb’s Journal and Dr. Dobb’s Portal Swept the print and on-line categories in Evans Data’s 2008 Developer Marketing Patterns Report: Best Print Magazine to learn about Tools Best Print Magazine to learn about New Software Technologies Best Print Magazine to learn about SOA and Web Services Best Web Site to learn about Tools Best Web Site to learn about New Software Technologies Source: 2008 Evans Data Corporation More software developers choose Dr Dobb’s then any other media…. Put Dr Dobb’s to work for your organization today!