how to segment developers for your digital strategy (webcast)
DESCRIPTION
Does your digital strategy target ‘everybody’ or ‘all developers’? If so, beware! Most successful programs start with a focused strategy targeting a specific developer-type and need and is based on an analysis of developer populations and profiles. Join Apigee’s Sam Ramji and Michael Rasalan from Evans Data Corporation, the leader in research and market intelligence in the developer and software development industry, to understand why the size and makeup of the developer community is critical to your adoption strategy. Discover the strategies for reaching different types of developers. We will discuss: - Why is segmentation important to your strategy? - How many developers are there? What are their profiles? - What are the latest trends in developer populations, profiles, and technology usage trends? - How can you apply this knowledge to reach developers?TRANSCRIPT
How$to$Segment$Developers$for$your$API$Strategy!1.29.14!@!11:03!PST!VOIP!or!Dial7in!(see!chat)!
Sam!Ramji ! !@sramji!Michael!Rasalan !@evansdatacorp!
groups.google.com/group/api<cra=$
@sramji @eatabagel
@gbrail(Greg%Brail
@theganyo(Sco-%Ganyo
groups.google.com/group/api-craft!
youtube.com/apigee!
slideshare.net/apigee!
http://apigee.com/about/api-best-practices/how-segment-developers-your-api-strategy!
Why!segmentaJon?!
How!many!developers!are!there?!
What!are!the!trends!in!developer!profiles?!
How!can!you!classify!them?!
How!can!you!reach!them?!
Topics$
Why!do!you!care!about!developers?$
Why$segmentaAon?$
Because!they!are!your!new!channel$
Why$segmentaAon?$
Consumer!Retail!Store!Producer!
20th$Century:$Packaged$Goods$
21st$Century:$Internet$Services$
Consumer!Developer!Provider! App!
Would!you!have!sold!to!Nordstrom!!the!same!way!you!sold!to!Wal6Mart?$
Why$segmentaAon?$
Of$course$not.!$They’re$different.$
Why$segmentaAon?$
So#are#developers.#
Why$segmentaAon?$
“We’re$targeAng$everybody”$$
Why$segmentaAon?$
$
!HTML5!WebOS!
Cars! Gaming!Consoles!
Android!iOS!
Set!Top!Boxes!
Medical!Devices!
Twilio!LinkedIn!
Salesforce! TwiYer!
SimpleGeo!Facebook!
Ruby!C#!
Javascript! PHP!
Java!ObjecJve!
C!
Why$segmentaAon?$
You!don’t!have!unlimited!resources.!
Why$segmentaAon?$
Why$segmentaAon?$
How$many$developers$are$there?$
First,!how!do!we!define!a!developer?!$
How$many$developers$are$there?$
deQvelQopQer$$noun!(də6ve6lə6pər)!:!one!that!develops:!as!a:!a!chemical!used!to!develop!
exposed!photographic!materials!b:!a!person!who!develops!real!estate!c:!a!person!or!company!that!develops!
computer!soaware!!
Examples$of$DEVELOPER$<the!developer!of!soaware!that!is!used!the!world!over>!First$Known$Use$of$DEVELOPER$1796!
Related$to$DEVELOPER$Synonyms:!contriver,!designer,!inventor,!deviser,!formulator,!innovator,!introducer,!originator!
DefiniJons!I’ve!heard:!!
Enterprise!soaware!company!Games!company!Device!manufacturer!Independent!contractor!News/media!company!AdverJsing!agency!Hobbyist!Individual!coder!Startup!soaware!company!Alpha!geek!!
How$many$developers$are$there?$
How$many$developers$are$there?$
How$many$developers$are$there?$
While developers differ from one region to the next – the composite developer looks like this
Demographics of the Typical Software Developer
World Bank World Bank
CIA World Factbook
US Census
Other regional sources
OECD Statistics University
enrollment statistics
National Bureau of Economic Research
International Monetary
Fund
World Bank World Bank
Extensive secondary research feeds into the Evans Data developer population model
Global Developer Population and Demographic Study Overview of Relevant Data Sources
www.evansdata.com
EDC�s proprietary computer simulation model ranks 23 variables on a proportional basis according to their predictive power with respect to regional and country level developer
population growth.
Verified data are input into model
Data Input
Analysis
Model ranks variables by
predictive power
Model establishes developer population
Output
Simulations predict future
growth
Prediction
Global Developer Population and Demographic Study Gathering and Evaluating Data
Some data streams are:
• Growth in tertiary education
• Number of internet hosts per 1000 people
• Population growth
• Number of PCs per 1000 people
• Number of smartphones per 1000 people
• Growth in secondary Education
• Growth in GDP per capita
www.evansdata.com
2013 Global Developer Population: 18,246,000
APAC
EMEA
Latin America
North America
Developer Population and Demographic Study, 2012 © Evans Data Corp, 2012
China and India will drive APAC to overtake EMEA
EMEA is currently largest and includes Russia and Eastern Europe
Latin America�s major growth hasn�t quite started yet
US is still the country with largest developer population but will be overtaken soon
Global Developer Population 2013
www.evansdata.com
www.evansdata.com
2018 Global Developer Population: 24,822,100
APAC
EMEA
Latin America
North America
Developer Population and Demographic Study, 2012 © Evans Data Corp, 2012
13%
28%
34%
54%
Global Developer Population 2018
0%
20%
40%
60%
80%
100%
2005 2006 2007 2008 2009 2010 2011 2012 2013
Per
cent
of P
rogr
amm
ers
Married
Single
Divorced
Marital Status (Trend)
Developer Marketing 2013, © 2013 Evans Data Corp.
Gender (Trend)
0%
20%
40%
60%
80%
100%
2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012 2013
Per
cent
of P
rogr
amm
ers Male
Female
Developer Marketing 2013, © 2013 Evans Data Corp.
Profile Trends
www.evansdata.com
! APAC�s median age is 34 ! EMEA�s median age is 39 ! North America�s median
age is 38
Median Age (Trend)
25
30
35
40
45
50
2007 2008 2009 2010 2011 2012
Year
s
APAC EMEA N America
G lo bal&D evelo pment&S eries &2012:&Vo lume&I,&©&2012&E vans &D ata&C o rp.
0%
20%
40%
60%
80%
100%
Per
cent
of P
rogr
amm
ers
APAC EMEA North America
Over 60
56-60
51-55
46-50
41-45
36-40
31-35
26-30
25 and under
Age by Region
G lo bal&D evelo pment&S eries &2012:&Vo l.&II,&©&2012&E vans &D ata&C o rp.
Decline in median age in North America coincides with adoption of mobile tech, app stores, and recession
Age
www.evansdata.com
ISVs33%
VARs, Consultants
20%
Internal Corporate
33%
OEM5%
Scientific3%
Other6%
This way of looking at developers segments the market based on who the developers� target is for their apps
Segments Defined by Target Audience
www.evansdata.com
0%
5%
10%
15%
20%
25%
30%
35%
40%
Prodeveloper
Manage /Develop
DevManager
Non-prodeveloper
Hobbyist Student Teacher /Academic
Other
This way of segmenting developers is by the role they have in developing software – as specified by the developers themselves
Segments Defined by Role
www.evansdata.com
Do you developer software / applications on your own personal time?
No
Yes
North American Development Survey 2012: Vol. II, © 2012 Evans Data Corp.
0%
5%
10%
15%
20%
25%
30%
35%
40%
Per
cent
of P
rogr
amm
ers
20 or less 20-40 40-80 More than 80
How many hours a month do you spend involved in personal programming or side projects not related to your day job and
not during work hours?
North American Development Survey 2012: Vol. II, © 2012 Evans Data Corp.
0%
20%
40%
60%
80%
100%
Per
cent
of P
rogr
amm
ers
1-2 3-6 7-10 11-15 16-20 Over 20
80 hours amonth or more
40-80 hours amonth
20-40 hours amonth
20 hours amonth or less
Time Spent by Years Experience
No rth&A meric an&D evelo pment&S urvey:&Vo l.&II,&©&2012&E vans &D ata&C o rp.
The majority of professional developers also develop apps on their own time. The extent of time spent varies by years of experience.
Pros but also Moonlighters
www.evansdata.com
The three major regions show language adoption patterns that are similar with subtle distinctions. C# has made the biggest change in the last seven years.
Language Use in North America
www.evansdata.com
Language Use Trend (North America)
0%
10%
20%
30%
40%
50%
60%
70%
2003 2004 2005 2006 2007 2008 2009 2010 2011 2012 2013
North American Development Survey: Vol. I, © 2013 Evans Data Corp.
C/C++ Java C#
Javascript is almost ubiquitous among scripting language users. Use of scripting languages in general has increased along with new form factors for targets. Sixty seven percent use scripting languages at least some of the time. Chart shows scripting language use among scripting language users
Use of Scripting Languages
www.evansdata.com
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Javascript PHP Python Perl Ruby Other
Scripting Languages 2013
As a percentage of the regional developer population, developers who target mobile devices are even in North America and APAC
42% of developers overall report they are presently developing some mobile apps, reflecting steady growth since 2007
Percent Developers Working on Mobile Apps (Trend)
0%
10%
20%
30%
40%
50%
60%
70%
Fall 2010 Spring 2011 Fall 2011 Spring 2012 Fall 2012
Per
cent
of P
rogr
amm
ers
EMEA North America APAC
Global Development Series 2012: Vol. II, © 2012 Evans Data Corp.
0%
20%
40%
60%
80%
100%
Per
cent
of P
rogr
amm
ers
APAC EMEA North America
Does Not DevelopMobile Apps
Develops MobileApps
Mobile Development by Region
Global Development Series 2012: Vol. II, © 2012 Evans Data
Mobile App Development
www.evansdata.com
Targeted Form Factors
0%
20%
40%
60%
80%
100%
Fall 2010 Spring 2011 Fall 2011 Spring 2012 Fall 2012
Smartphones
Tablets
Netbooks
Feature Phones
Mobile Development Survey, 2012, Vol 2, Evans Data Corp
Smartphones and tablets are defining the mobile landscape
Targeted Mobile Devices
www.evansdata.com
Developer Program Membership (Trend)
0%
20%
40%
60%
80%
100%
2005 2006 2007 2008 2009 2010 2011 2012 2013
Per
cent
of P
rogr
amm
ers
Yes
No
Developer Relations 2013, © 2013 Evans Data Corp.
Developer program membership has increased along with the prevalence of free programs
Those who belong to both a free and a paid membership are the fastest growing segment
Developer Program Membership
www.evansdata.com
0% 5% 10% 15% 20% 25% 30% 35%
Percent of Cases
Certif ications
Training
Technical support
Technical information
Tools and SDKs
What are the main reasons you would join a developer relations program? (Top 5)
Developer(R elations (2013 ,(©(2013 (E vans (Data(C orp .
Top Reasons to Join a Developer Program
Developers are mainly motivated to join developer programs for access to technical resources
www.evansdata.com
Most Liked Marketing Method (Trend)
0%
5%
10%
15%
20%
25%
30%
35%
40%
2003 2004 2005 2006 2007 2008 2009 2010 2011 2012 2013
Per
cent
of P
rogr
amm
ers
Emails from the vendor
Evaluation copies
Ads in print publications
Presentations at trade show s
Direct mail from vendors
Usenet announcements
Phone calls from sales reps
Videos on YouTube
Online new sletters
Announcements in OnlineForums
Developer(Marketing (2013 ,(©(2013 (E vans (Data(C orp .
Outreach: Most Liked Methods
Emails from the vendor and online newsletters have been the most favored methods of outreach for six years
www.evansdata.com
No76%
Yes24%
Do you charge money to access your APIs?
No rth&A meric an&D evelo pment&S urvey,&Vo l.&II,&©&2013&E vans &D ata&C o rp.
0% 10% 20% 30% 40% 50% 60%
Percent of Cases
Free
Transaction Fee
Tiered pricing
Freemium
Unit-based
Pay-as-you-go
How do you expect developers to pay for access to your APIs?
North&Americ an&Deve lopment&S urvey:&Vol.&II,&©&2013&Evans &Data&C orp.
24% of developers expect to charge money for access to their APIs
54% of API publishers who do monetize their APIs expect developers to use pay-as-you-go models for accessing them
Monetizing APIs
www.evansdata.com
0%
10%
20%
30%
40%
50%
60%
Per
cent
of P
rogr
amm
ers
Very important Somew hatimportant
Somew hat notimportant
Not important at all
How important is it for a developer relations program to feature an app store?
Develo per(R elatio ns (2013,(©(2013(E vans (D ata(C o rp.
Importance of App Stores (trend)
0
40
80
120
160
200
'2010 2011 2012 2013
Distribution for Developers
Setting up and maintaining an app store, marketplace, or other distribution channel within your program is an enhancement developers find important
App stores are continuing to grow in importance, with only a slight leveling off in the most recent year
www.evansdata.com
Final$thought$
Q&A(
Save the date: March 24 and 25, 2014
Santa Clara, CA
Special Boot Camp session on March 23
The ONLY conference for Developer Relations Program
Professionals
Keynote Speakers from Evans Data, IBM, Intel, AT&T,
Samsung, and Ford
Two full days of insights, networking, interaction with the
leaders of some of the most important developer relations
programs
Save $300 with promo code APG19
Call 800-831-8030 for details or visit our website at www.evansdata.com
THANK&YOU&&Ques%ons(and(ideas(to:!@sramji!@eatabagel!
groups.google.com/group/api8cra9&
Horizontal
Vertical
Modal
How$can$you$classify$them?$
Tribal
How$can$you$classify$them?$
LARGE!ECOSYSTEM!PLAYERS!
SAAS!
LARGE!ENTERPRISES!
ISV!!
SYSTEM!INTEGRATORS!
SMB!|!SMALL!ENTERPRISE!
SOFTWARE!STARTUPS!
HOBBYIST!|OPPORTUNIST!
How$can$you$classify$them?$
Horizontally!
SOCIAL!M
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FINAN
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MOBILE!
RETA
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DIGITA
L!MED
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PUBLISHING!
HOSPITALITY!
LOGISTICS!
AIRLINES!
TELECO
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How$can$you$classify$them?$
VerJcally!
How$can$you$classify$them?$
Modally!
Open! Closed!
Public!
Private!
How$can$you$classify$them?$
Tribally!
Ruby!
Sencha!
jQuery!
JavaScript!
Node.js!
backbone.js!Rails!Heroku/
CoffeeScript!
Java!
C#.net!
SproutCore!
Scala!
AWS!
dojo!
PHP!iOS!
HTML5!
Android!
How$can$you$reach$them?$
No#one#size#fits#all,#but…##Open/is!smart!because!it!accelerates!innovaJon.!#Public!should!make!it!easy!to!"taste"!the!value!creaJng!demand!from!coders!to!jump!through!hoops!in!order!to!use!the!super6tasty!Private$funcJonality.!!
How$can$you$reach$them?$
IncenAves!that!match!the!verJcal!and!horizontal!coordinates!you’re!targeJng!
How$can$you$reach$them?$
LARGE!ECOSYSTEM!PLAYERS!
SAAS!
MEDIUM!&!LARGE!ENTERPRISE!
ISV!!
SYSTEM!INTEGRATORS!
SMB!|!SMALL!ENTERPRISE!
SOFTWARE!STARTUPS!
HOBBYIST!|OPPORTUNIST!
Horizontally!
How$can$you$reach$them?$
PAY!THEM!
EFFICIENCY!
SHOW!THEM!OPPORTUNITY!
BUSINESS!DEVELOPMENT!
SHOW!CUSTOMER!DEMAND!
MICROSOFT!ECOSYSTEM!
FREE!AND!COOL!
FREE!
SOCIAL!M
EDIA!
FINAN
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VICE
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VerJcally!
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Be!at!meetups!and!conferences!that!coders!in!the!verJcal!already!go!to.!Have!a!relevant!offer.!
Modally!
Open! Closed!
Public!
Private!
PUBLISH!YOUR!API!ADVERTISE!ON!CODER!SITES!
How$can$you$reach$them?$
ESTABLISH!A!CONTEST!
ADVERTISE!YOUR!BUSINESS!MODEL!
EVANGELIZE!WITHIN!YOUR!PARTNERS’!DEVELOPMENT!TEAMS!
How$can$you$reach$them?$
Tribally!
Ruby!
Sencha!
jQuery!
JavaScript!
Node.js!
backbone.js!Rails!Heroku/
CoffeeScript!
Java!
C#!SproutCore!
Scala!
AWS!
dojo!
PHP!iOS!
HTML5!
Android!
Offline! Online!
Form
al!
Inform
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INDUSTRY!EVENTS! FORUMS!EXISTING!COMMUNITIES!
TWITTER!STACKOVERFLOW!HACKERNEWS!
MEETUPS,!HACKATHONS!BEER!AND!COFFEE!
INSIDE!YOUR!COMPANY?!