If you’re in Tech and haven’t heard about Docker, you’ve been living under a rock. The ultimate Silicon Valley darling went from a two-person startup into becoming the de facto standard of modern application design virtually overnight. Two years ago very few people knew about Docker. Today, if your software is not supporting Docker, you’re not part of the cool kids club. In my opinion Docker is a marketing driven company because early on it understood the needs of their customers, i.e. the developers, and created three fantastic value propositions. First, Docker solved an important problem for developers: it overcame the limitations of the existing Linux container technologies and made the promise “build an app once, run it anywhere” possible. Second, Docker adopted “give before you take” attitude, open-sourced their code and contributed to the DevOps community early on. Lastly, Docker focused on making the developer’s life as easy as possible by building a bunch of tools to automate mundane tasks.

1. Why Do Developers !
Love Docker?
Image Source: http://images.bwbx.io/cms/2014-04-03/etc_critic15__01__970-630x420.jpg

2. What is Docker Value
Proposition to Developers?
• Containers: “Build an app once, run it anywhere”
• Tools:“Automate mundane tasks”
• Community: “Collaborate on open source projects”
• Documentation: ”Master the software quickly”

3. Containers: “Build an app
once, run it anywhere”
• Developers want to move applications between
development and production environment without
worrying about adjusting network or memory
settings; they simply want the app to work.
• Example: A lot of companies develop their apps
in AWS and then move the container to the
production environment in their private cloud.

4. Source: https://docs.docker.com/articles/networking/
Containers: “Build an app
once, run it anywhere”

5. Tools: “Automate mundane
tasks”
• Docker is the leading container vendor because it
comes with a bunch of tools to automate the app
creation process.
• Example: According to software engineers I know,
Docker became the Linux container of choice due
to an unparalleled number of tools supporting app
development process.

6. Source: http://techcrunch.com/2015/02/26/docker-launches-its-container-orchestration-tools/
Tools: “Automate mundane
tasks”

7. Community: “Collaborate on
open source projects”
• The Docker product came from a non-threatening
source, a small startup (DotCloud) that was able to
broadly partner across the whole industry.
• Example: Docker open-sourced their code early
on and gained adoption in the DevOps community
as well as among established industry players.
Source: http://thenewstack.io/why-did-docker-catch-on-quickly-and-why-is-it-so-interesting/

8. Source: http://devops.com/2015/03/30/8-signs-of-docker-ecosystem-empire-building/
Community: “Collaborate on
open source projects”

9. Documentation: “Master the
software quickly”
• Developers appreciate the GUI as a quick overview
of the system capabilities (What?) but want to
access APIs directly from GUI to understand the
implementation (How?).
• Example: Developers love Docker documentation
website because they get samples of code they
can use instantly.

10. Documentation: “Master the
software quickly”
Source: https://docs.docker.com/userguide/dockerizing/

11. One Container Does Not Solve
All Enterprise IT Problems
• LXD: Linux container hypervisor (from Canonical)
• Drawbridge: A Microsoft Research effort to build a library
OS micro-service
• AppC: A definition on how to build and run containerized
applications (by CoreOS)
• Rocket: CoreOS first implementation of its own AppC
specification
• Kurma: Open-sourced containers based on AppC definition
(by Apcera)

12. Image Source: http://40.media.tumblr.com/81bf31726b69ef4700b6fc3aae9cad1b/tumblr_n5r6u90cl31qfjdqjo1_1280.jpg
Thank You!
for Watching!

13. About the Author
I’m a marketer and an engineer so naturally my passion is to help fantastic tech
products succeed in the marketplace.
My experience marketing tech products ranges from mobile apps, devices and
networks (Nokia), data center and cloud (Cisco Systems), to user experience
monitoring and optimization (Riverbed Technology).
On the academic front, I studied Strategic Marketing Management and General
Management at Stanford Global Business School after I graduated from Danish
Technical University and International Faculty of Engineering in Lodz, Poland with
a double degree: M.Sc. E.E. in Telecommunications.