VisionMobile Ltd. is an analyst company focusing on the developer economy, offering insights through extensive surveys of over 30,000 developers globally. This report highlights effective marketing strategies for engaging IoT developers, including a state-of-the-art segmentation model and how to tailor messaging to resonate with different developer motivations. The findings are based on a comprehensive survey involving more than 21,000 respondents and aim to help product managers refine their developer outreach and product value propositions.

1. VisionMobile Ltd.
90 Long Acre, Covent Garden,
London WC2E 9RZ
+44 845 003 8742
www.visionmobile.com/blog
Follow us on twitter: @visionmobile
ABOUT VISIONMOBILE
VisionMobile is the leading analyst company in the developer economy, tracking
mobile & IoT developer trends via the largest, most comprehensive developer
surveys worldwide.
Reaching out to 30,000 software developers incl. app (ie mobile) developers in
over 150 countries, VisionMobile touches upon a wide range of sectors from Mobile
and IoT to AV/VR and Machine Learning.
We help the world understand developers and developers understand the world.
TABLE OF CONTENTS
1. Introduction to effective developer marketing
• The case for proper developer marketing tools
• What is an IoT developer?
• State-of-the-art segmentation: the JTBD approach
• Other potential segmentation variables for IoT developers
2. The 8 segments of IoT developers
• Segmenting the IoT developer population
• Relation of motivational segments to other key segmentation variables
3. Fine-tuning your developer marketing
• Using segmentation to optimize your value proposition
• Outreach: messaging for maximum resonance
• Acquiring developers from other areas
4. Trends in IoT developer motivations
• The professionalization of IoT is a slow process
• Predicting attitude shifts

2. ABOUT THIS REPORT
METHODOLOGY
Billions of dollars are spent to engage developers in platforms, tools and services. As the Internet of
Things brings computing to every object, from the most mundane to the most sophisticated, a new
wave of developer tools is arriving. Developers are such an important audience, so it’s only right that
managers of developer products and services should have proper developer marketing tools.
This report offers one such marketing tool:
A proven, state-of-the-art segmentation model for IoT developers
The key question asked is:
- How can you fine-tune your developer product to effectively target IoT developers?
- How can you best adjust your messaging to address the needs of the developers you are
most interested in?
The report becomes an essential marketing tool in the hands of product managers. It goes
beyond segmentation and taking a deep-dive into how the segmentation model can help
product managers to:
This report is based on a large-scale online developer survey designed, produced and carried out
by VisionMobile over a period of six weeks between October and November 2015. Developer
Economics 10th edition reached an impressive 21,000+ respondents from 150 countries around
the world. As such, it is the most global research on mobile, desktop, IoT and cloud developers
combined ever conducted.
Respondents were asked to self-identify as mobile, desktop, IoT or cloud developers, or a
combination of those. Over 12,000 developers indicated involvement the Internet of Things, out
of which 4,400 were asked detailed questions on their role as IoT developers. 3,700 of them
answered specific questions about open source usage. This group is the basis of our analysis
throughout this report. We consider everyone who is involved in the production cycle of an IoT
project to be an IoT developer, whether or not they are writing code. Our data were thoroughly
checked and cleansed for response inconsistencies. Based on vigorous statistical methods we also
weighted the responses to correct for bias related to region, segment and type of IoT project.
• Optimize the value proposition of their developer product
• Create messaging and outreach that resonates with developers
• Find or create the type of developer they need, migrating them from adjacent areas
of development.
Want to know more?
http://vmob.me/IoTSegmentsBuy
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