© 2014 VMware Inc. All rights reserved.

Managing Internal, Private, External, and Open Developer Ecosystems

March 23-24, 2015

Larry McDonough @LMCDUNNA Director, Product Management Ecosystem Services, Central Engineering VMware, Inc.

Developers! Developers! Developers!

CONFIDENTIAL 2

Agenda •  VMware quick overview & Intro •  Internal Alignment

– Corporate, Business Unit, and Team •  “Our” increasingly diverse developer ecosystem

– Technology partners, Internal developers, Public / OSS •  Build them a home that is…

– Tailored to their needs – Scalable through self-service – Provides a feedback loop for improvement –  Instrumented with “value metrics”

•  Interactive Demo & QA

VMware •  Founded 1998, headquartered in Palo Alto •  Business: Virtualization Infrastructure Solutions •  Acquired by EMC in 2004 (owns ~80%) •  Total revenues in 2014 were $6,035M (16% increase previous year) •  Approx. 18,000 employees, ~114 offices worldwide •  Product Areas:

1.  SDDC (Compute, Storage & Availability, Networking & Security, Management & Orchestration, Hyper-Converged Infra)

2.  Hybrid Cloud Computing (vCloud Air) 3.  End User Computing (Horizon, Fusion,, EMM via AirWatch)

Source: VMware Form 10-K, 2014

My Team…

Central Engineering

Dev Tools Analytics Dev Center Dev Marketing

… … … … Ecosystem Services

Product Mgmt.

My Team’s Mission Statement

Through rigorous product management practices across all our partner and customer facing products and services, and in a

manner consistent with VMware’s corporate goals, we will ensure that our tools, content, services,

and business intelligence supports the continued growth and health

of our partner and customer developer ecosystem

VMware Developer Center All the resources developers need to design and build solutions for the Software Defined Data Center

developercenter.vmware.com

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

First, Corporate Alignment (VMware IT Outcomes)

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Reduce Data Center CapEx

Reduce Data Center OpEx

Deploy / Hybrid / Agile

Enterprise Mobility

Security Baked-in

HA & DR

Business Unit Alignment (Themes)

Cloud First Community Engagement

Dev & Cert Transformation

Integrated Solutions

Simplified Programs

Value to VMware

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Lots of Different Developers!

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Enterprise Architect

Solutions Architect Infrastructure

Architect

Enterprise App Developer

Cloud Developer

Firmware Developer

VMware Developer

Solutions Test Engineer

Certification Test Engineer

Hardware Tester

DevOps Engineer

IT Manager

Organize into User Personas

Architect

Enterprise

Solutions

Infrastructure

Developer

Software

Firmware

Cloud

VMW Internal

Tester

Solution Certification

Software Certification

Hardware Certification

DevOps

DevOps Engineer

IT Manager

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These persona may be technology partners, customers, ISVs, SI’s or VMware employees.

Draft User Stories for each Sprint

•  API Explorer •  Architecture Center •  Certification on Demand •  Common Component Library •  Database Upgrade •  Development Cloud

•  Content Readiness (multi-product) •  Jive 7 Upgrade Compatibility •  Open Source Content •  Crash Report •  Sample Library •  Workbench Forum

11

API Explorer

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Architects and developers have a difficult time understanding how our APIs work and how to integrate with us because there is no easy way to explore our API services, browse available methods, or test out specific API requests.

PROBLEM STATEMENT

As an Architect or Developer, I want the ability to navigate VMware API services, browse available methods, make API requests, and see responses so that I can get started more quickly and create solutions that are seamlessly integrated at the API level.

USER STORY

BUSINESS IMPACT

Medium IT OUTCOME

Reduce OpEx, Agile, Security, HA, DR THEME

Transformation PERSONA

Architect, Developer STATUS

User stories in progress

Architecture Center

13

Architects rely on established patterns and best practices, but many of our reference architectures, design guides, and other resources are scattered across several VMware sites.

PROBLEM STATEMENT

As an architect, I want centralized access to VMware architectural diagrams, reference architectures, and other relevant resources so I can design solutions that are based on validated patterns, incorporate validated components, and that are seamlessly integrated at the API level.

USER STORY

BUSINESS IMPACT

Medium

IT OUTCOME

Reduce CapEx & OpEx, Agile, Security, HA, DR

THEME

Integrated Solutions

PERSONA

Architect STATUS

Investigation concluded

Common Component Library (Phases 2 & 3)

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VMware engineers have a difficult time sharing their work or searching for other components that might meet their needs, making it difficult to avoid duplication of effort, feature overlap, and compatibility/interoperability problems.

PROBLEM STATEMENT

As a VMware engineer, I want to access and contribute to an organized collection of software components that I can use in my projects to save time and money while maximizing integration and interoperability between products.

USER STORY

BUSINESS IMPACT

Medium IT OUTCOME

Agile & Deployment

THEME

Value to VMware PERSONA

Developer (VMW) STATUS

Ready to size

Leverage Industry Research!

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We use Google Analytics and Tableau Exploring Alto Cloud for Journey Tracking and Engagement

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Site Launches Feb 2014

Integrating multiple sources to compare similar sites Page views and visits

Lots of input affect Product Requirements… •  Direct feedback from the site •  Surveys & Analytics

•  2 surveys a year, alternating audiences •  Continuous analytics

•  3 VMware conferences per year •  Ad hoc booth discussions & meetings with developers

•  Program Managers •  Manage direct relationships with key partners

•  Review competitive / other successful platform dev rel sites •  MSFT, Amazon, Cisco, IBM, etc…

•  Internal Product Teams and PMs •  Critical to stay on top of product innovations •  Offers opportunities for controlled, early-access

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Demo

CONFIDENTIAL 18

SSO with “My VMware”

This unlocks entitlements

and access to “locked” or

“secret” content

Pulls blogs from blogs.vmware.com that are tagged

VMwareDev Created a VMware twitter account to post

news and updates to our devs

Becomes “My Home” after

login and provides custom

dashboard

Most locked or secret content is

here and requires partner program

membership. OSS samples/

scripts linked here too

Open community

forums, tools, sample code

Learn about our programs and

services

www.developercenter.vmware.com

Demo

CONFIDENTIAL 19

DEMO

Summary – addressing multiple devs •  Stay focused on and aligned with corporate mission and business unit goals

–  It’s very easy to spend resources on dev needs that might not really help ecosystem health

•  Know your market (both internal and external) –  Organize developer personas and corresponding user stories –  Supporting Internal devs increases awareness across the organization, keeps you closer to your product innovation

and helps execs understand the importance of developer ecosystem

•  Build a hub that.. –  Provides easy access to tools, SDKs, APIs, samples, docs –  Provides community support such as forums, blogs, social media –  Links OSS efforts in context (i.e., on product pages) –  Self-service content publishing to support scale –  Is designed from the start with the ability to dynamically serve up public and/or private content based on access

controls –  Captures user feedback, and respond within 24 hours –  Is instrumented with analytics so you can measure success, failures, and adjust

CONFIDENTIAL 20

Thank You

Larry McDonough @LMCDUNNA Director, Product Management Ecosystem Services, Central Engineering VMware, Inc.