Know your Developers and Creating Personas – webinar info and links

This week, I am presenting a DevRelate webinar, “Know your Developers and Creating Personas” on Tuesday (June 20) and Thursday (June 22). Creating developer personas is one of the first steps to applying more modern developer marketing techniques in a technology world that is more and more individualized. This DevRelate webinar introduces you to different types of developers. This blog post contains additional information and links covered in the webinar.

Know your Developers


Creating Personas

Discovering Developer Personas Specific to Your Technology – Evans Data Research Service

Understanding the personas of your targeted developer segments allows you to:

  • Communicate more clearly with each persona
  • Provide the tools and technologies each persona uses
  • Provide the level and type of support each expects
  • Find developers that match the personas for effective outreach
  • Understand where each persona can be reached

Developer Personas I have Known – a DevRelate blog post.


Developer Program Workshops and Assessments

Evans Data’s Developer Program Advisory provides expert program guidance through workshops and assessments from proven program leaders to help make your program the best it can be. Contact us today for a free consultation.


Non-industrial Commercial Deployments Top Developers’ IoT Targets

In past DevRelate blog posts, I’ve covered Developer Relations outreach for both consumer, commercial and industrial IoT. In my home I have consumer grade smart thermostats, motion detectors, lights, and water leak detectors. The Evans Data Internet of Things vertical research service focuses on developers working on projects for connected devices in the Internet of Things, whether they’re for transportation, home automation, smarter cities, retail, industry or any other type of interconnected applications.

Top IoT Development Targets

Today, Evans Data reported that more developers (57%) working on Internet of Things projects are targeting deployments related to commercial but not industrial implementations than any other type, according to Evans Data’s recently released Internet of Things Development Study. These include implementations such as healthcare, eCommerce, retail and finance. The survey of 840 developers worldwide who are actively working on Internet of Things projects also showed that 52% were targeting consumer directed implementations such as connected home, consumer wearables, transportation, and so on, while 43% target industrial deployments. Many of the categories are not mutually exclusive and developers could select as many as applicable. On average developers selected 1.4 categories.


Those developers in the APAC region were more likely to target consumer deployments, while those in EMEA and North America showed a preference for commercial non-industrial implementations.

“Just a little while ago when we looked at IoT targets the field was dominated by industrial implementations,” said Janel Garvin, CEO of Evans Data. “Today we don’t see less industrial targeting, but what we do see is more awareness, excitement and thus targeting towards other categories of IoT implementations. This is a natural sign of the whole IoT development industry evolving and becoming more mature.”

A drill down into the popular consumer category showed that primary targets are: business to consumer ecommerce, entertainment/infotainment, security and surveillance, and connected home / home appliances.

Evans Data Corp’s Internet of Things Development Study is part of the continuing Internet of Things Vertical service which is published year round studying developers working on internet of Things projects and their applications. It covers a broad range of aspects including:, The IoT Landscape, Demographics, Firmographics, Platform Adoption, the IoT Development Lifecycle, Complementary Technologies to IoT, Technology Adoption and more.

See the complete Table of Contents and Methodology here: Table of Contents

Does your Developer Relations Program focus on IoT developers and development?

I would love to explore your consumer, commercial and industrial IoT focused developer programs. Send me an email with your developer program URL so that I can join and take a look.

David I Facebook Avatar

David Intersimone “David I”
Vice President of Developer Communities
Evans Data Corporation
Skype: davidi99
Twitter: @davidi99

World Wide Population of Young Developers, age 30 and younger, Tops 5.5 million

Back in April 2017, Evans Data recently reported that “Software Developers Getting Younger, More Gender Diverse“. The median age of today’s software developers has decreased overall on a worldwide basis and the number of women developers has increased, according to Evans Data’s recently released Developer Marketing 2017 survey report. This week, Evans Data reports that the world wide population of younger developers age 30 and younger has topped 5.5 million according to Evans Data’s newly released Developer Population and Demographics Study. The bi-annual study builds on over ten years of trended data, exhaustive primary and secondary research and a sophisticated model to estimate current developer populations and make projections for the future.

Younger Developers

I can remember seeing more younger faces in my audiences during my many visits to developers in South Korea, China, Japan, Russia, Brazil, Costa Rica and Argentina. While I would also see older developers on all of my stops, especially in the US, Germany and UK, it was always energizing to see so many new and young developers.

I also have had numerous opportunities to visit college campuses and see the next generation of developers learning new technologies, methods, languages, platforms, services, devices and frameworks. I always feel younger, when I step into a computer science and software engineering lab at a university, college, coding boot camp, hackathon and meetup. For any developer relations professionals who are feeling tired or a bit older, go visit a coding camp or a college campus on one our your tours. You’ll forget the miles and lack of sleep.

In the opening session at this week’s Apple’s World Wide Developer Conference (WWDC 2017), CEO Tim Cook showed two pictures of iOS app developers. The youngest was from Australia aged 10 years old with 6 apps in the app store. The other developer was from Japan with one app in the app store and was 82 years young.


Global-DevPop2017v1 Younger Developers
Developers 30 and younger account for more than a million more developers than those older than 45. However, the largest concentration of developers is between 30 and 45 years of age. The APAC region has a particularly large percent of developers in the youngest age categories, while developers in North America and EMEA tend to be older.

Also by 2021, India is projected to be the country with the largest software developer population worldwide, topping the United States, which currently has the largest countrywide developer population. China is projected to continue to be third in developer population. Both growth predictions when coupled with the current relative ages by region show a rejuvenation of the software development community worldwide.

“It’s natural to see the population numbers of young developers increasing in the emerging regions,” said Janel Garvin, CEO of Evans Data Corp. “Not only are they younger in comparison to other regions, but those emerging regions are showing a total population growth rate that is higher than the EMEA region or North America.”

Evans Data Corp’s Global Development Population and Demographics Study is the de facto standard in developer population estimates. The study, which is now in its 22nd edition, estimates not only current software developer populations across four major regions and forty different countries, but also overlays global primary research onto the population numbers to show numbers of developers forecast to adopt technologies now and in the future.

See the complete Global Developer Population and Demographic Study 2017 Vol. 1 Table of Contents and Methodology here: Table of Contents.

Evans Data recommends clients use this survey in combination with it’s companion survey series; the Global Development Survey series, in order to completely understand the full scope and complexity of the developer layout worldwide. Knowing the demographic, firmographic and psychographic  makeup of your developer population, their interests, and their use of technology will help you tailor your developer marketing outreach worldwide, regionally and locally.

DRC 2017 recap: “Our Journey to a Growing Developer Program”, Susie Wee – Cisco

Susie Wee, VP and CTO of DevNet Innovations at Cisco Systems, gave a presentation at our recent 13th Annual Evans Data Developer Relations Conference. The following is a recap of her session, “Our Journey to a Growing Developer Program”. [David I note: the graphics used in this blog post were not part of the presentation slide deck]

Susie started her session by asking the audience a few questions to understand who was attending and what they wanted to get out of her talk. A great way to start any presentation in order to make any “course corrections” to help the audience.

Cisco DevNet APIs

Susie mentioned that the Cisco DevNet developer network started about 3 years ago. Before that time Cisco had a series of APIs and SDKs for developers but no real developer program and community. What Cisco had was more of a partner community to resell Cisco products. Certifications were offered for the partners. You could ask a couple of questions about the early outreach to developers: why does Cisco have a developer program and isn’t Cisco a networking hardware company?

She explained that Cisco DevNet is a developer community and an innovation ecosystem. Technologies that are available to developers include: Internet of Things, Software Defined Networking, Cloud computing, Collaboration technologies (many developers will recognize Cisco Jabber), Security solutions, Data Center offerings, DevOps solutions, Services and Open Source.

As part of Susie’s talk and also the main focus on the upcoming DevNet Create Conference (May 23-24, 2017 in San Francisco, CA), one of the main themes follows the sentence template of “Where Applications Meet xxx”. Developers who build applications should be able to easily fill in the “xxx” with some of the following: Infrastructure, Things (IoT), Places, People, Design, Architecture, Microservices, Deployment, Security, Analytics, etc. Between the apps that are developed there are interfaces to connect those apps to, well, everything! That is part of what Cisco provides beyond their traditional networking solutions.

Cisco DevNet Create

Susie explained how Cisco DevNet focuses on helping developers:


She mentioned that DevNet has more than 415,000 members, who work in more than 24,000 companies, provides 252 learning labs, provides 80 active APIs and more than 170 yearly developer outreach events.

Key to the success of Cisco DevNet are a laser focus on solving three key challenges: how to operate as a developer program, provide a clear value proposition for developers, and continue to grow a fiercely loyal developer community.

One of the stories that Susie mentioned was how DevNet attached itself onto the popular Cisco Live conferences that are help throughout the world. They put together all of their developer learning materials and created a DevNet zone on the side of the main conference. Attendees walked past the area and started telling their friends that there are cool learning labs over in this corner of the conference area. The buzz started to spread among attendees that there was a lab where you could develop software to integrate with Cisco technologies. John Chambers and his Cisco management team stopped by and saw what was happening in the DevNet theater and hands on lab. Now, at Cisco Live, the DevNet zone is the busiest section – Cool!

DevNet – 5 Lessons Learned

Susie shared the 5 lessons that they’ve learned during DevNet’s journey:


5) Operate like a startup and build up your developer credibility

4) Play to your strengths and build a technically talented “extended” team

3) Make your developer members heroes inside their companies and also in their communities

2) Help your team be wildly successful and ensure that your community has a heart

1) Innovate, Innovate, Innovate.

Innovate or Be Left Behind

bulb-40701_640 skull-476740_640

Developers have to solve big problems. A developer program’s mission is to help developers build innovative solutions for their companies and their customers. Your developer program has to continue to provide innovative features, content and tools that will help your developer members create innovative applications. Our industry moves forward, fast. Developers move forward, fast. If your developer program does not innovate to keep up with developer needs, your company and your developer program will be left in the dust.

Thank you, Susie Wee and Cisco, for being a part of our 13th Annual Evans Data Developer Relations Conference.

Additional Information

Cisco DevNet  –

DevNet Create Conference (May 23-24, 2017 in San Francisco, CA)

Susie Wee’s session live stream replay is available on Facebook at

Session Title: DevNet: Fostering innovation where applications meet infrastructure

Session Description: How did a networking company start behaving like a software company and build a thriving developer community? How is DevNet achieving scale by engaging a broader internal and external community? The mission of Cisco DevNet is to provide developers with the tools, resources and code they need to create innovative, network-enabled solutions. But it’s more than just the technologies – DevNet is fostering innovation to help developers create seriously cool stuff. Join Susie Wee as she shares the successes, challenges and lessons learned in building a successful joint developer and innovation program, as well as what’s next for the DevNet community.


Susie Wee – VP and CTO of DevNet Innovations at Cisco Systems



Susie is the Vice President and Chief Technology Officer of DevNet Innovations at Cisco Systems. She is the founder of DevNet, Cisco’s developer program for infrastructure and application developers, which catalyzes innovation by the developer ecosystem. DevNet covers the breadth of Cisco’s portfolio including networking, cloud, data center, security, collaboration and IoT. The innovations from DevNet improve end user experience, the operational experience and developer experience with the network. Under her leadership, the DevNet community has grown to over 400,000 developers in less than three years.

Prior to her current role, Susie was the Vice President and Chief Technology and Experience Officer of Cisco’s Collaboration Technology Group where she was responsible for driving innovation and experience design in Cisco’s collaboration products and software services, including unified communications, telepresence, web and video conferencing, and cloud collaboration. Before joining Cisco, Susie was the founding Vice President of Experience Software Business and CTO at Hewlett Packard, and Lab Director at HP Labs. Susie was the co-editor of the JPSEC standard for the security of JPEG-2000 images. She was formerly an associate editor for the IEEE Transactions on Circuits, Systems and Video Technology and IEEE Transactions on Image Processing. While at HP Labs, Susie was a consulting assistant professor at Stanford University where she co-taught a graduate-level course on digital video processing.

Susie received Technology Review’s Top 100 Young Innovators award, ComputerWorld’s Top 40 Innovators under 40 award, the Red Dot Design Concept award for augmented collaboration, the INCITs Technical Excellence award, the Women in Technology International Hall of Fame award, and was on the Forbes Most Powerful Women list. She is an IEEE Fellow for her contributions in multimedia technology and has over 50 international publications and 57 granted patents. Susie received her B.S., M.S., and Ph.D. degrees in electrical engineering and computer science from the Massachusetts Institute of Technology.


Guy Kawasaki’s DRC 2017 Keynote – The Art of Evangelism

We had the distinct pleasure of having Guy Kawasaki give a keynote at our 13th Annual Evans Data Developer Relations Conference. Guy’s presentation was titled “The Art of Evangelism”. In his keynote, Guy explained the art of evangelism and how to “spread the good news” of your product or service and get others to help spread the word.

Guy_Kawasaki-Canva-Art_Of_Evangelism  Guy-Kawasaki-03

Guy started the keynote by defining evangelism as “getting people to believe as much as you do”. Guy then covered some of the history of evangelism starting from Greek history of “bringing the good news”. To answer the question about why you should evangelize your product or service: 1) it’s good, 2) it’s cheap, 3) the results are long lasting, and 4) it’s fun to be an evangelist. To start your evangelism effort, Guy told us “you need a cause”! To be successful you just need to remember to focus on outreach that is DICEE: Deep, Intelligent, Complete, Empowering and Elegant.

The Art of Evangelism

Guy then continued by focusing on the principles that make up the “Art of Evangelism”:

  • Touch gold
  • Plan many seeds
  • Provide a safe first step
  • Let 100 flowers grow
  • Localize your efforts
  • Think Tinder, not eHarmony
  • Show your passions
  • Post good stuff [David I note: sorry Guy, I couldn’t put the third word you used]
  • Post “too much”
  • Use user-generated content
  • Perfect your shareability

Guy completed his keynote by discussing the rise of Social Media evangelism. He encouraged everyone to be bold in your social posts, to dig deep into topics, and to “go live” with video and presentations. He suggested that everyone explore a few software tools, services and sites for your video social posts: Wirecast, Be.Live and Blue Jeans.

Guy also live streamed his keynote on his Facebook page. You can find the keynote on Guy’s Facebook video page at

Guy Kawasaki Web Site –


Webinar March 14&16 – Developer Program Buy-In: How to get it, Keep it, and Measure Your Success

There are several business, organizational and industry related aspects that affect developer relations teams who have trouble getting budget or other resources for their developer outreach program. We hear from developer relations teams that one of their developer program buy-in challenges is that upper management and business units don’t perceive the importance of reaching out to developers in the first place.

To start or enhance your developer relations program, you’ll need to work with stakeholders inside your company and get their “buy in”, enumerating desired outcomes and creating the measurements (KPIs – Key Performance Indicators) of success.

Once you get buy-in, you’ll want to keep it by using ongoing reporting for agreed upon metrics that support the investment. These same metrics can also point to new investments in team members and developer relations program features.

Attracting and keeping members is also key to the success of your developer relations program. Active developers will help you promote your program to other developers. Developers also will give you valuable feedback that will improve the offerings of your company. Engaged developers will also help you create content becoming an extended member of your team.

This webinar will give you tips on how to build support within your organization, keep that support, measure your success and grow a thriving community of supportive developers.

developer program buy-in


Developer Program Buy-In Agenda


1) Developer Program Buy-In
2) How to Get Buy-In
3) How to Keep It
4) Measuring Your Success
5) Q&A


Webinar Dates/Times


The webinar repeat on multiple days and times. Choose the date and time that fits your schedule. (note: the US will be on Daylight/Summer time)

Tuesday, March 14, 2017

7am PDT (Santa Cruz) | 9am CDT (Chicago) | 10am EDT (New York) | 2pm GMT (London) | 3pm CET (Frankfurt)
10am PDT (Santa Cruz) | 12noon CDT (Chicago) | 1pm EDT (New York) | 5pm GMT (London) | 6pm CET (Frankfurt)
5pm PDT (Santa Cruz) | 8am CST (Beijing Mar 15) | 11am AEDT (Sydney Mar 15)

Thursday, March 16, 2017

7am PDT (Santa Cruz) | 9am CDT (Chicago) | 10am EDT (New York) | 2pm GMT (London) | 3pm CET (Frankfurt)
10am PDT (Santa Cruz) | 12noon CDT (Chicago) | 1pm EDT (New York) | 5pm GMT (London) | 6pm CET (Frankfurt)
Register Now to Reserve your Seat!


Who Should Attend

  • Managers & Directors of Developer Programs
  • Technology & Developer Evangelists
  • Business Development Managers & Directors
  • Product Marketing Managers & Directors
  • Marketing Managers
  • Product Managers
  • Research Managers
  • Corporate Communications Managers
  • Heads of Developer Marketing
  • ANYONE who deals with developers!

Webinar Registration Link

Note: The webinars repeat on multiple days and times. Choose the date and time that fits your schedule.

Register Now


David Intersimone “David I”, Vice President of Developer Communities, Evans Data Corporation

developer program buy-in