Embarcadero2011 Product Strategy

David Intersimone “David I”
VP of Developer Relations and Chief Evangelist
davidi@embarcadero.com
http://blogs.embarcadero.com/davidi
Twitter: davidi99
Skype: davidi99

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Embarcadero Overview• Founded in 1993
• Offices throughout the World• Japan our Number 2
Worldwide market.
• 90 of the Fortune 100• 97% of the Global 2000
across 29 countries• 3.2+ million users worldwide• Most demanding verticalindustries use our products
e.g. Finance,
Pharmaceuticals,
Manufacturing, etc
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Embarcadero Technologies

2010 Year in Review:
Launched New Product Strategy: XE• XE is a Branding and a Go-to-Market Strategy
introduced for ALL of our Products• Includes ALL commercial available database platforms
in Every Product• Provides ToolCloud capabilities in Every Product.
• Superior Capabilities• Attractively priced – Superior Value

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2010 Year in Review:
Launched a Strong New Version of RAD!

"We are using Delphi for Win32 since 16 bit version, and we can confirm
that, Delphi XE has the strongest feature set [in its] history."- Fernando Rizzato, Tool Engenharia"For Delphi, Hands down, best dev. tool for native apps… Very stableenvironment, all features have matured. DataSnap has become very
important in a lot of our projects. It’s just very easy to develop Internetenabled apps."- Filip Demuynck, Quadrix

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2010 Year in Review:
ER/Studio is a Growth Product

Our Fastest
Growing
Product in2010

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Growth in Data&BusinessIntelligence

Embarcadero Technologies

Extremely HighLevel ofCustomer
Satisfaction

ER/StudioStrong Competitive Posture
We Win Against Erwin:

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We Win Against
PowerDesigner:

Key Recent Innovations• Embarcadero® ToolCloud™
– Centralized license management and provisioning of tools– On-demand product access for users• Embarcadero® All-Access™
– Industry’s most complete, on-demand tool chest fordevelopers, DBAs, and architects

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ToolCloud•••

End-User client serves as a launch point for Embarcadero tools
Runs in standalone or connected mode, tied to the ToolCloud
Accesses multiple versions of software

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Embarcadero Technologies

Embarcadero ToolCloud

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Embarcadero Technologies

DB PowerStudio

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Database Tools• Currently you can buy our Database Tools as:– Individual platform, Individual products– Multiple Platform, Individual products = XE
• Some customers want all our Database Tools
just on one platform• Some customers want all our Database Tools
just on all platforms

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Embarcadero Technologies

The Solution: DB PowerStudio• DBA Edition:
DBArtisan + CM + DBO• Developer Ed.:
Rapid SQL + CM + DBO• Database Platform Oriented– MSSQL, Oracle, Sybase, DB2 Versions
Priced & Marketed by Platform

DB PowerStudio isnow your Primary
Database Product12• DB PowerStudio XE Upsell• All Editions Include ToolCloud• Very competively priced

Embarcadero Technologies

Next Generation of RAD Studio

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Embarcadero Technologies

Recent investments in RAD Studio• Acquisitions• Strategic acquisitions• Investing in new and future technologies for softwaredevelopment

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Embarcadero Technologies

Top Areas of Focus for RAD in 2011 & 20126415

Embarcadero Technologies

Next Generation of ToolCloud

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Embarcadero Technologies

Next Generation of ToolCloud:Experience Your Apps

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The Software Problem

Business Output

People Productivity

Discovery
Try/Buy/Run
Versions

Hardware Utilization

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Embarcadero Technologies

Software Utilization

The App Solution

Business Output
Next Generation of ToolCloud

People Productivity

Discovery
Try/Buy/RunVersions

Hardware Utilization

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Software Utilization

Getting Software: The Old Way

Total calendar time before start of evaluation: days to weeks…
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Embarcadero Technologies

Next Generation of ToolCloud:Experience Your Apps
• Next Generation of ToolCloud boosts productivity byproviding an immediate, mobile-like experience forWindows desktop apps.
– Quickly discover and run your apps, friction free.
– By broadcasting applications, you savetime and money while saying goodbye todesktop installs, manual upgrade processes
and manual license tracking.

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Embarcadero Technologies

Apps produce instant productivity

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Embarcadero Technologies

AppBroadcasting

findregister

download

runtrydownload

installbuy

install

activate

eCommerce
Windows PC or Tablet

VS

Friction FreeAppWave
WindowsPC w/AppWave
Browser
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EmbarcaderoTechnologies

Next Generation of ToolCloud
From PC Software Applications to PC Apps:
1. Discovery – easily search and browse for the app you need
2. Immediacy – no lengthy installs, just click and run
3. Permanence – upgrade your hw, your apps are always
available
4. Convenience - New Client is part of your PC

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Embarcadero Technologies

Creating Your Own App
1. Open The AppWave Browser And Connect As AnAdministrator
2. Navigate To The Studio Tab
3. Click To Create A New App
4. Select The Installer Of The Application You Would Like To
Make Available In AppWave
5. Complete The Application Install And Choose To Stop
Recording The Install
6. Verify The App's Settings (Files, Registry Keys, Etc)
7. Deploy The Newly Mastered Application To AppWave

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Embarcadero Technologies

Your AppWave App
1. Runs On-demand Without Installation
2. Is Browsable And Searchable
3. Runs Full-speed With All Its Features
4. Can Be Updated On-demand
5. Doesn’t Affect Windows Registry Or OS
6. Won’t Degrade The User’s PC Performance
7. Is Cloud-backed For Instant Recovery
8. Can Be Shared Virally With Other Users
9. Gets Ratings And Reviews
10. Can Be Placed In The Appwave Store

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Embarcadero Technologies

The AppWave Store
Eliminates theFriction

Discovery – finding what you want
Immediacy – running instantly
Always Available – never lose your apps
Convenience – easy to shop and purchase

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Embarcadero Technologies

Thank You David Intersimone “David I”
VP of Developer Relations and Chief Evangelist
davidi@embarcadero.com
http://blogs.embarcadero.com/davidi
Twitter: davidi99
Skype: davidi99
Embarcadero Confidential31