Tag Archives: development

7 Reasons Software Developers Should Learn Marketing

1. Improved career prospects

The intersection of people with development skills and marketing skills is pretty small. Being in this intersection can only help your career prospects.

development marketing skillsAlso an in-depth understanding of software is very helpful when you are marketing software, compared to a marketer who doesn’t really understand software.

2. It’s not rocket science

The basics of marketing boil down to:

  • Find out what people want/need/will pay for.
  • Get people’s attention cost effectively.
  • Communicate what your product does.
  • Choose the right price.

None of these things are as simple as you might think, if you haven’t tried them. But its not rocket science to become competent at them. Hey, if the average marketing person can do it, how hard can it be? ;0)

3. Less reliance on marketing people

If you don’t have any marketing skills then you are completely reliant on your marketing people to do a good job at marketing the software you have poured your soul into. Are you comfortable with that? How do you even know if they’re doing a good job?

4. Number crunching

Developers tends to be well above average in their analytical and mathematical skills. Online marketing tools such as Analytics, AdWords and A/B testing generate vast amounts of data. Being good at crunching numbers is a big bonus for some aspects of marketing.

5. It’s interesting

When I started out as a professional developer some 30 ago, the thought of being involved in the sordid business of marketing would have appalled me. But, as I have got more and more involved in the marketing side of things, I have found it really rather interesting and creative. There is a lot to learn, including: pricing, positioning, customer development, segmentation, partnerships, email marketing, SEO, AdWords, social media and conversion optimization. I think of development as hacking computers and marketing as hacking humans.

6. Diminishing returns on development skills

The more time you spend as a developer, the better you are going to get at it. But you will run into diminishing returns. E.g. you won’t improve as much between your 9th and 10th year of programming as you did between your 1st and 2nd year. Learning a completely new skill avoids diminishing returns.

7. You’ll need it if you ever start your own software business

If you ever start your own software business you will quickly find that marketing skills are at least as important as development skills. So it’s a huge plus if you already have some marketing chops. Even if you have a VC sugar daddy who is going to give you enough money to hire marketing staff, you’ll still need some marketing skills to know who to hire.

If you are employed as a developer full time, I recommend you jump at any chance to get involved in marketing or go on a marketing course. I also run a training course for people wanting to start their own software business that includes a lot of material on marketing.

Buying a lean, mean, compiling machine

Nearly two years ago I wrote an article about speccing my ultimate development PC. Somehow there was always something more pressing to do. But I finally took delivery of my shiny new PC this week, partly spurred on by the fact that I wanted tried and trusted Windows 7 for the OS. Also my current development PC is getting increasingly crufty after 5 years of continual use.

I emailed my requirements to the top 3 custom PC companies in the UK as rated by PC Pro magazine : Chillblast, Cyberpower and CCL:

Hi,

I’m looking for a PC for developing software. Prime requirements in order of decreasing importance:

1. reliability
2. cpu + disk speed
3. quiet
4. value for money

Here is my wishlist of components:

-i5-3570K CPU
-an SSD (at least 128 GB) + 2 fast and reliable HDDs (7200 rpm, at least 1 TB each)
-ASUS, Gigabyte or EVGA motherboard supporting USB 3.0 and SATA/600.
-16 GB of fast RAM
-Windows 7 64 bit professional
-quiet is good, open to suggestions on sound insulation, fans and/or passive cooling
-AMD Radeon HD 6850 graphics card
-at least 2 USB ports on the front and 2 USB ports on the back (ideally more, ideally including USB 3.0)
-DVD drive
-Gigabit ethernet
-full size case
-kensington security slot, so I can lock it to the ground
-I don’t need a monitor, keyboard, mouse etc
-I don’t need WiFi
-It has to be *super reliable* – I want reliable SSD + HDDs, good quality motherboard, good quality branded power supply etc.
-target price, not more than 1,500 inc VAT, less is better obviously

Can you build something to meet this spec or get close? Please send me the spec and your price (including UK delivery).

Both Chillblast and Cyberpower sent me quotes for a system fairly close to what I wanted within 1 working day. I then spoke to their sales people and went online to tweak their suggested systems using their web based system ‘configurators’. In the end I chose Chillblast over Cyberpower due to:

  • higher rating from PC Pro readers
  • cheaper for a comparable system
  • better warranty
  • better online configurator (I found the number of choices on the Cyberpower online configurator a bit overwhelming)

However there really wasn’t a lot in it. CCL took nearly 2 whole working days to respond to my initial email,  so I discounted them as insufficiently responsive.

Following some suggestions made by the sales people I spoke to, this is the spec I ended up with:

  • Chillblast Fusion Longbow
  • Windows 7 Professional 64 bit
  • Onboard High Definition Audio
  • Corsair CX 750W 80 PLUS Bronze Certified PSU
  • Sony 24x DVD-RW Drive
  • Seagate Barrcuda 2TB 7200RPM Hard Disk
  • AMD Radeon HD 6850 1024MB Graphics Card
  • Intel 120GB 520 Series Solid State Drive
  • 16GB Corsair PC3-12800 1600MHz DDR3 Memory
  • Asus P8Z77-V LX Motherboard
  • Akasa Venom Voodoo Ultra Quiet CPU Cooler
  • Intel Core i5 3570K Processor 3.40 GHz (No Overclocking)
  • Fractal Design Define R3 Low Noise Case – Black Pearl – USB 3.0 Edition
  • Total price: £1089.80 + VAT (inc MSOffice Home Edition)

I take security fairly seriously. I have a motorbike style ground anchor in my office and I want my shiny new box physically locked to it. But I was told that almost no PC tower cases have a Kensington lock slot. This seems crazy to me. My current Dell tower has one and the cost of one tiny little extra slot in the chassis must be pennies. So I had to buy a lock adaptor kit. It’s not the most elegant solution, but it works fine.

I ordered the system on 02-Oct and it arrived on 22-Oct. Here are a couple of photos of the new system with the side panels off.

The PC took a few days longer than the originally advertised time to arrive. This wasn’t a big issue in my case. But I only found out it was going to be late when I emailed them after the expected completion date. It would have been a lot better if they had been more pro-active and emailed me first. Other than that I am fairly satisified with the service from Chillblast so far.

There are a few issues with the case, which aren’t really Chillblast’s fault. It looks rather lovely in its big, black, minimalist sort of way, a bit like an obelisk from ‘2001 a space Odyssey’. But the case scratches rather easily if you lay it down to change a component on my laminate floor. The side panels are also a bit fiddly to get on and off (my old Dell PC is better in this regard). Worst of all, it has rubber grommets (is that the right word?) that fall out into the case (and potentially into the fan or heat sink) if you even look at them funny. This means lying the case down to retrieve them, struggling with the side panels and more scratches. I have had to do this at least 4 times so far. It seems that they have made them of rubber that is far too soft for the job. Grrr.

How fast is the new PC? It certainly feels very snappy. I benchmarked it against my old Dell development PC (Dual Core 2.13 Ghz, 4GB RAM) building my event table planner software from scratch. This is 83k executable lines of C++ according to SourceMonitor:

Build time Old PC New PC
Debug build 6 minutes 56 seconds 1 minute 32 seconds
Release build 6 minutes 23 seconds 1 minute 28 seconds

So it is more than 4 times faster than the old PC at its key task – building software. Admittedly it isn’t a ‘fair’ comparison of the hardware. The older machine has a different version of Visual Studio, a different OS and probably some unnecessary services running in the background. But it is the best I can do in the circumstances and I doubt a ‘fair’ test would be much different. Despite the fact that I only went for a mid-range graphics card, the new PC can also handle playing Half-Life 2 on full 1920 x 1200 resolution without any noticeable issues. Hopefully the faster build times will give a significant boost to my productivity (as long as I don’t play too much Half-Life 2).

The new PC is also eerily quiet. I would guess more than 4 times quieter than my old PC. Even when it is doing a build, all you can hear is the faint whir of a fan.

Only time will tell how reliable it is.

Speccing my dream development PC

My main development machine is a 4 year old Dell desktop, PC running 32 bit Windows Vista. Time for a new PC. I have been doing a bit of research, mostly by looking through back copies of PC Pro magazine (which I recommend,  by the way). I am speccing it out here on my blog in the hope that I, and anyone else thinking about a new PC, can benefit from my research and (more importantly, given my limited knowledge of hardware) the assembled wisdom and experience of readers of this blog.

A system failure could lose me several days work and a lot of mental energy to sort out, so reliability is my number one requirement. After that I am interested in performance, particularly speeding up compilation and linking, as this has a significant effect on my productivity (my table planner software is now well over 100k lines of C++ code). Getting a fast machine also means it will last longer before it becomes obselete.

Form factor

Tower desktop. I don’t like using laptops for extended periods and there is plenty of space under the desk for a tower case. Having a bigger chassis means more options for upgrading and hopefully less chance of overheating. I like to have my PC physically locked to a ground anchor to reduce the possibility of theft. So the case needs to have a Kensington-compatible security slot I can attach a security cable to. Some LED bling wouldn’t hurt.

OS

Windows 7 64 bit Professional (or Ultimate is if I decide to use bitlocker drive encryption). Windows 7 is increasingly what my customers are using. 64 bit will allow me to address >4GB RAM.

As I develop for both Windows and Mac, I could use a Mac for my main development machine. But I am more familiar with Windows and its associated apps, you get more bang for your buck with a PC and I’m not keen on Apple’s authoritarian attitude to developers. So I prefer to use Windows for my main development machine and use a Mac Mini for porting.

RAM

8GB of DDR3 RAM. Maybe more, depending on cost. But I am not sure whether having more than 8GB of RAM will make much of a difference to real world performance. DDR3 memory seems to be fairly standard on high end PCs. I can’t imagine the clock speed of the memory (e.g. 1,333 MHz vs 1,600 MHz) affects development related performance much. I haven’t seen any data on this.

Storage

Possibly a 128GB Crucial RealSSD C300 SSD for storing \Windows and \Program files and a 600 GB 10,000 RPM WD Velociraptor HDD for storing everything else. SSDs seem to be increasingly the way to go for storage that is predominantly read-only and the prices are coming down. 128 GB should be ample for Windows and lots of applications. But there have been issues over the reliability and performance of some SSDs, notably those with Indilinx controllers. anandtech.com, Jeff Atwood and PC Pro all rate Crucial SSDs well. The WD Velociraptor is one of the fastest HDDs around and 600 GB is currently the biggest one you can buy. It is pricey though at around £0.30 per GB, with 7,200 RPM drives around £0.05 per GB. Especially if I buy an extra one to keep as a hot spare.

I am still making up my mind on this though. Having two separate drives means an extra possible point of failure. Also some people say that, while benchmark results are impressive, the difference in performance between SSD and fast HDDs isn’t that great in real world scenarios. I also wonder whether a 10,000 RPM HDD is going to be as reliable as a 7,200 RPM HDD, such as the Samsung Spinpoint F3. I don’t know of any independent data on HDD reliability between different makes and models. In the absense of such data I guess the next best bet is to look at how long the manufacturer warranties are. You need to be fairly confident on reliability to give a 5 year warrantly.

I am also considering encrypting the drives for extra security. This will keep my data secure in case of theft and it also means I can return a defective drive under warranty without worrying about the security of the data on it. The main alternatives are Truecrypt and Windows 7 Bitlocker. Tests show Truecrypt AES encryption adding a 5-12% performance penalty. Anecdotal reports seem to show that the difference is hardly noticeable in real world use, especially with a fast CPU. A comparison of Truecrypt and Bitlocker from April gives Bitlocker a small advantage for speed, but favours Truecrypt for its flexibility. Also Truecrypt is free, whereas Bitlocker is only available if you buy Windows 7 Ultimate.

My current PC has 2 disk HDDs in RAID1 (mirrored) configuration. This was intended to decrease the chance of data loss, but it has been a huge headache. I have had to replace one or other of the RAID1 HDDs 4 or 5 times while I have had this PC. I can only assume that RAID was responsible for this catastrophic failure rate, so I certainly won’t be going for RAID again.

Media

Any reputable make of DVD drive that can write dual layer DVDs should be fine. The 8.5 GB capacity of dual layer DVDs is useful for backups. I don’t see any need to pay a premium to get Bluray.

Motherboard

A Gigabyte or Asus motherboard with support for USB 3.0 and SATA/600. I have just bought a USB 3.0 external HDD for backup so I would like to make the most of the additional USB 3.0 performance and a fast SATA connection is necessary to get the most from a fast HDD. Gigabtye and Asus motherboards seem to do well in the PC Pro magazine tests.

Power supply

Any respectable make should be fine. If a power supply fails the power surge can wreck the whole machine, so it definitely isn’t worth risking a cheap and nasty power supply to save a few pounds.

USB ports

Lots, including some USB 3.0 ports.

Graphics card

AMD Radeon 6850. I don’t play a lot of computer games, but I want a graphics card fast enough to give me the option. I would also like to have the option of multiple monitors, so it needs to have at least 2 DVI outputs. PC Pro magazine are recommending the AMD Radeon 6850 as exellent value if you don’t need the fastest possible card.

CPU

Intel Core i5-750 (4 cores). Raw processor speed is obviously important, but you pay quite a premium to get the very fastest chip. The i5-750 seems like a good balance between price and performance. Multiple cores are useful for running VMs and compiling (apparently Visual Studio 2005 requires a tweak to use multiple cores for compilation). Quiet fans would be nice. I’m not interested in overclocking as I worry about the effect this could have on reliability.

Networking

Gigabit Ethernet.

VDU, keyboard and mouse

I will re-use my existing monitor, keyboard and mouse.

Software

The less crapware pre-installed with the OS the better.

Warranty

The longer and more comprehensive the better.

Manufacturer

I have neither the time, the inclination nor the aptitude to build a PC myself. So I will be looking for a UK company that can build a PC close to the above spec. I had a terrible experience trying to buy a media PC from gamingpc-guys.co.uk earlier this year (I had to do a chargeback to get my money back when neither PC or refund had appeared after a month), so I certainly won’t be approaching them. Thankfully they seem to have gone out of business anyway. Given the problems I have had with the current Dell and the ludicrous cost of Dell replacement parts, I won’t be going for Dell again either. UK PC manufacturers that regularly do well in PC Pro tests include:

So I will be investigating how close a system they can provide me to the above spec and for what price. Interestingly all these custom PC companies seem to have products aimed very much at gamers, not developers. Given that there are a lot of developers in the UK that seems surprising. I guess most developers get their PC bought for them by IT departments and don’t have the luxury of a custom built PC. I think these companies are missing a trick by not having a PC aimed at developers amongst their base specs.

If you had roughly £1000/$1700 to spend on a development machine, what would you choose differently from the above and why?

Choosing a development ‘stack’ for Windows desktop applications

beauty_parade.jpgI have have heard plenty of people saying that desktop software is dead and that all future development will be done for the web. From my perspective, as both a buyer and seller of software, I think they are wrong. In fact, of the thousands of pounds I have spent on software in the last three years, I would guess that well over 90% of it was spent on software that runs outside the browser. The capabilities of web based applications have improved a lot in recent years, but they still have a long way to go to match a custom built native application once you move beyond CRUD applications. I don’t expect to be running Visual Studio, PhotoShop or VMWare (amongst others) inside the browser any time soon. The only way I see web apps approaching the flexibility and performance of desktop apps is for the browser to become as complicated as an OS, negating the key reason for having a browser in the first place. To me it seems more likely that desktop apps will embed a browser and use more and more web protocols, resulting in hybrid native+web apps that offer the best of both worlds.

So, if Windows desktop apps aren’t going away any time soon, what language/libraries/tools should we use to develop them? It is clear that Microsoft would like us to use a .Net development environment, such as C#. But I question the wisdom of anyone selling downloadable off-the-shelf software based on .Net [1]. The penetration of .Net is less than impressive, especially for the more recent versions. From stats published by SteG on a recent BOS post (only IE users counted):

No .Net: 28.12%
>= .Net 1.0: 71.88%
>= .Net 1.1: 69.29%
>= .Net 2.0: 46.07%
>= .Net 3.0: 18.66%
>= .Net 3.5: 0.99%

Consequently deploying your app may require a framework update. The new .Net 3.5 framework comes with a 2.7 MB installer, but this is only a stub that downloads the frameworks required. The full set of frameworks weighs in at eye watering 197 MB. To find out how much the stub really downloads Giorgio installed .Net 3.5 onto a Windows 2003 VM with only .Net 1.0 & 1.1. The result: 67 MB. That is still a large download for most people, especially if your .Net 3.5 software is only a small utility. It is out of the question if you don’t have broadband. Microsoft no doubt justify this by saying that the majority of PCs will have .Net 3.5 pre-installed by the year X. Unfortunately by the year X Microsoft will probably be pushing .Net 5.5 and I dread to think how big that will be.

I have heard a lot of people touting the productivity benefits of C# and .Net, but the huge framework downloads can only be a major hurdle for customers, especially for B2C apps. You also have issues protecting your byte code from prying eyes, and you can pretty much forget cross-platform development. So I think I will stick to writing native apps in C++ for Windows for the foreseeable future.

There is no clear leader amongst the development ‘stacks’ (languages+libraries+tools) for native Win32 development at present. Those that spring to mind include:

  • Delphi – Lots of devoted fans, but will CodeGear even be here tomorrow?
  • VB6 – Abandoned and unloved by Microsoft.
  • Java – You have to have a Java Run Time installed, and questions still remain about the native look and feel of Java GUIs.
  • C++/MFC – Ugly ugly ugly. There is also the worry that it will be ‘deprecated’ by Microsoft.
  • C++/Qt – My personal favourite, but expensive and C++ is hardly an easy-to-use language. The future of Qt is also less certain after the Nokia acquisition.

Plus some others I know even less about, including: RealBasic and C++/WxWidgets. They all have their down sides. It is a tough choice. Perhaps that is why some Windows developers are defecting to Mac, where there is really only one game in town (Objective-C/Cocoa).

I don’t even claim that the opinions I express here are accurate or up-to-date. How could they be? If I kept up-to-date on all the leading Win32 development stacks I wouldn’t have any time left to write software. Of the stacks listed I have only used C++/MFC and C++/Qt in anger and my MFC experience (shudder) was quite a few years ago.

Given that one person can’t realistically hope to evaluate all the alternatives in any depth, we have to rely on our particular requirements (do we need to support cross platform?), hearsay, prejudice and which language we are most familiar with to narrow it down to a realistic number to evaluate. Two perhaps. And once we have chosen a stack and become familiar with it we are going to be loathe to start anew with another stack. Certainly it would take a lot for me to move away from C++/Qt, in which I have a huge amount of time invested, to a completely new stack.

Which Windows development stack are you using? Why? Have I maligned it unfairly above?

[1] Bespoke software is a different story. If you have limited deployment of the software and can dictate the end-user environment then the big download is much less of an issue.

Software audio and video resources

The Internet is a cornucopia of useful resources for software developers and marketers. As well as all the documentation, forums, blogs and wikis there are some great audio and video resources. Here are some of my favourites:

NerdTV – Robert Cringely interviews famous names from the software industry.

Shareware Radio – Mike Dullin interviews shareware authors and microISVs in his inimitable style.

The MicroISV show on channel 9 – Michael Lehman and Bob Walsh interview people of interest to microISVs.

.Net rocks and Hanselminutes – Carl Franklin and Scott Hanselman interview people of interest to .Net/Windows developers. Some of the programs are Microsoft-heavy Silverlight/Orcas/WPF alphabetti spaghetti yawn-athons, but others are of more general interest.

TED talks – The great and the good talk on a wide range of subjects, including technology.

These sites contain hours of great material. Long drives/walks/waits need never be boring again. Please add a comment if I have missed any good ones.