TweetFollow Us on Twitter

Aug 96 Factory Floor
Volume Number:12
Issue Number:8
Column Tag:From The Factory Floor

Heidi Ho!

By Dave Mark

Dave was offered a chance this month to interview Heidi Roizen, Apple’s Vice President for Developer Relations, and we felt that, even though it’s a departure from his usual “Factory Floor” beat, the opportunity to let her share her thoughts with our readers was too good to pass up. Let us know what you think; perhaps we’ll do more of this sort of thing. - man

Dave: Tell me about your organization.

Heidi: The role of Apple Developer Relations (ADR) is to try to ensure that there is a rich business and technical proposition for supporting our platform, as well as to be the principal touchpoint between the developer community and Apple. ADR is made up of five groups:

• The Evangelism group (Brian Gentile, gentile@applelink.apple.com) is responsible for the day-to-day account management of developers with whom we need to have a one-on-one relationship at any given time. The group can handle about 500 companies, those of the traditional “volume” developer variety as well as the smaller companies in emerging markets or key customer segments. In addition, the group is responsible for technology evangelism and adoption by developers, including activities such as briefings, seeding, and developer kitchens. Most importantly, this activity also involves bringing the developer message about our technologies back to Apple inside folks, who can then develop our strategies and technologies in concert with developer adoption and exploitation.

• The Developer Marketing group (Jonathan Fader, fader@applelink.apple.com) handles the marketing side, with co-marketing programs, market research, services and general account management of the 11,000+ companies which have registered with Apple as developers. Developer Marketing Programs include Apple’s membership-based Developer Programs, the Apple Developer Catalog, developer communications and periodicals (such as Apple Directions and develop), and the technical marketing of software technologies, tools, and training products. Further, the group is now expanding its role to help developers market to customers, with general programs aimed at the channel, the internet, and more targeted co-marketing programs with Apple’s sales groups, both domestically and globally.

• The Technology Services group (Garry Hornbuckle, garryh@apple.com) manages the technical side of the equation. This group includes Developer Technical Support, Developer technical information (Web and online content, hardware and software documentation), Developer University content, compatibility and testing labs, and specialized engineering support for developers. This group is also expanding to come up with new ways to meet developer needs with highly leveraged investments in support, technology, training and tools.

• The Business Development group (Heidi is covering this until someone permanent is hired) covers licensing and other fundamental business transactions. This group is also responsible for understanding the business needs of Apple’s key developers and for understanding the implications to developers of Apple’s strategic directions.

• Finally, the International Developer Relations group (David Krathwohl, krathwohl@applelink.apple.com) provides developer relations support outside the US and Canada, in all the above areas of specialty.

With over 11,000 companies in our portfolio of responsibility, we’ve tried to organize ourselves in a way that gets to real action and real progress with the fewest steps for both you and Apple, and that systematizes things so we’re not all just reinventing others’ wheels. Admittedly, we’re still in the building phase in every one of these areas, so we don’t always have the necessary pieces in place, but we’re working on it. We’re trying to devise real programs that can be offered to many developers to achieve the highest leverage for the dollars we spend.

I know that in the past Apple has seemed to waver on its commitment to working with the developer community, alternately looking upon it as a giant democracy and as a profit center. I believe that in order to do the maximum good for the platform, we must recognize that Apple’s commitment to working with developers is a cost center, but a highly, highly leveraged cost center. Many small companies approach me saying that since we’re “great big Apple”, we can afford to do a lot for them. I have to remind everyone that even you “small guys” probably made about $700 million of profit more than we did in the last quarter, so our resources need to be very carefully managed. Having said that, our new CEO, Gil Amelio, has committed significant resources to providing technical and business support for Apple developers in a highly leveraged, “obvious value” way, leveraging Apple’s dollars to benefit the platform, and leveraging your dollars on top of that by using our collective bargaining power, channel presence, or whatever we have to bring to the party.

Dave: At WWDC, Gil Amelio announced that Apple had allocated $20 million for developer co-marketing. What can you tell us about that?

Heidi: As you said, Gil Amelio has allocated $20 million over the next 12 months, to help our developers get their products in front of customers. The programs that result will fall mostly under the Developer Marketing group headed by Jonathan Fader, and the International group headed by David Krathwohl.

The money will be spent roughly half in the US and Canada and half in Apple’s markets outside the US. We are working on programs now that will best leverage this money in both the traditional channel as well as in some emerging channels. The funding is likely to be split among channel initiatives, “virtual” and Internet initiatives, comarketing and collateral materials, and some end-customer advertising to tell Mac users what is available for them and where to buy.

In order to maximize the leverage, we aren’t going to be looking at specific proposals from our developers, but rather will take their input and create a few standard programs that can either be shared by all, be “pay to play”, or be targeted to particular segments of the market. I would certainly encourage developers to give ideas to Jonathan’s team, and we’ll keep them in the loop as the programs become reality, but I’m afraid that a specific proposal unique to any one developer is outside the bounds of what the money was for.

Dave: What changes do you see in the relationship Apple has with its developers?

Heidi: We need to treat our developers as the important business partners they are. We need to recognize their needs as businesses, including the issues they are dealing with in the channel, the rising cost of development, the need for many to be cross-platform, and much, much more.

We also need to build person-to-person relationships with many of the developers on whom our future customers will depend. We need to provide both marketing and technical support in a consistent, programmatic manner. We need to give them world-class tools and technologies that enable them to solve customer needs on Apple platforms like nowhere else. In short, there’s no shortage of things for me to do in my new job...!

Dave: It used to be that developing for the Mac was more profitable than developing for Windows. Now, Windows tools and developer programs have improved greatly (some would say they’ve become better than Apple’s), while developing for the Mac has become much more complex. How will you solve this problem? How will you make it more profitable to take Mac applications to market? How will you make it more attractive to develop for Mac first instead of the more normal Windows first?

Heidi: Wow, that’s a mouthful! First of all, developers are simple (at least I was when I was one): developers are first and foremost businesses. They need to meet customer needs. They need to make a profit. To make a profit they need to spend less money than they make. I believe Apple can positively influence all those points. We can streamline the product line and improve our testing resources so that it is easier to develop for and certify on our platform. We can improve the revenue (volume) side of the equation through licensing. We can reduce costs through breakthrough, enabling technologies that greatly simplify the cost and time-to-market of creating competitive products. Those are tall orders. Perhaps, more simply, we can help developers get to more customers, so that more units are sold and more profit is made on our platform. There are plenty of developers on all popular platforms today making money; there are also plenty of developers on all popular platforms not making money.

Everything is changing for the developer today, from the development environment, to the customer, to the channel, to the type of product desired, even to the definition of the platform. The more we can stay on top of these changes and help move them into the direction of the greatest economic good for our developers, the more developers we’ll make happy. Remember this: there was over $1 billion in Mac software sold last year, so there’s still a very healthy market out there today. But, we can do better, I believe.

Dave: How will you address the shelf space problem (the lack of computer store shelf space for Mac applications)?

Heidi: I can give you two answers to this: either leverage with a very few channel partners to literally open up shelf space and drive Mac customers to that space; or, if we don’t believe that will work, take the next step in where the channel is going (i.e., the Internet) and be there more aggressively and progressively than anyone else. Lead the charge, if you will. I’m not sure what we’re going to do yet, as we’re just researching the options right now, but we’re targeting having some answers very soon.

Dave: What will Apple do to make life easier for small developers?

Heidi: Some of the things I’m going to say will sound very basic, but guess what - they are! It’s nice that some answers are so simple.

First of all, we’re going to make it easier and more immediate to get information about Apple - our technologies, markets, distributors, who at Apple does what, how do bundle programs work, what will ship when, and multitudes of other business and technical information that will make it incredibly easier to work with Apple as a business partner. We’re going to paper as a last resort, using the Web, CDs and email as our principal methods of information dissemination. Beyond that, we’re going to try to use our leverage to create better marketing programs and technical programs where, even if a developer is asked to defray some portion of the cost, it will be a no-brainer in terms of value or benefit. As a former Mac developer for over a decade, nothing used to burn me more than being asked to pay for something which was ultimately a bad use of my money. I’m going to do my best to make sure that doesn’t happen in our group, or at Apple at large.

Dave: Apple has a lot of different technologies on its plate. Traditionally, programmers implement a small subset of these technologies, while some third parties try to find holes in Apple’s strategy that they can fill with their own solutions (StuffIt, AppleScript debuggers, etc.). Apple keeps the technology development within, while third parties get the crumbs. Is Apple going to take some of these technologies off its own plate and allow third parties to take over some of these projects?

Heidi: This is a huge issue for Apple. We should not gratuitously compete with our own developers in our own markets. Having said that, we also have to compete with someone, have to add unique value to our platform and to our products, and earn our own profits, or our future will be pretty grim. I believe that as a first step, we need to understand what our customers need. Next, we have to figure out the best way to deliver that, through our own product creation efforts as well as through working with others. My own bias is that we’ll deliver much better product much more efficiently by working with outside parties; after all, it effectively doubles our R&D dollars. Having said that, every case will be unique and needs to be thoroughly thought out, negotiated, determined. I’d say the positive news in all this is a fundamental shift in Apple’s philosophy to work outside first, as opposed to the other way around. Still, it has to make business sense for Apple too, or the whole picture ultimately falls apart.

 

Community Search:
MacTech Search:

Software Updates via MacUpdate

Dropbox 22.4.24 - Cloud backup and synch...
Dropbox is an application that creates a special Finder folder that automatically syncs online and between your computers. It allows you to both backup files and keep them up-to-date between systems... Read more
Posterino 3.3.5 - Create posters, collag...
Posterino offers enhanced customization and flexibility including a variety of new, stylish templates featuring grids of identical or odd-sized image boxes. You can customize the size and shape of... Read more
Kodi 17.1. - Powerful media center tool...
Kodi (was XBMC) is an award-winning free and open-source (GPL) software media player and entertainment hub that can be installed on Linux, OS X, Windows, iOS, and Android, featuring a 10-foot user... Read more
Kodi 17.1. - Powerful media center tool...
Kodi (was XBMC) is an award-winning free and open-source (GPL) software media player and entertainment hub that can be installed on Linux, OS X, Windows, iOS, and Android, featuring a 10-foot user... Read more
Bookends 12.8 - Reference management and...
Bookends is a full-featured bibliography/reference and information-management system for students and professionals. Bookends uses the cloud to sync reference libraries on all the Macs you use.... Read more
Apple iTunes 12.6 - Play Apple Music and...
Apple iTunes lets you organize and stream Apple Music, download and watch video and listen to Podcasts. It can automatically download new music, app, and book purchases across all your devices and... Read more
Default Folder X 5.1.4 - Enhances Open a...
Default Folder X attaches a toolbar to the right side of the Open and Save dialogs in any OS X-native application. The toolbar gives you fast access to various folders and commands. You just click on... Read more
Amazon Chime 4.1.5587 - Amazon-based com...
Amazon Chime is a communications service that transforms online meetings with a secure, easy-to-use application that you can trust. Amazon Chime works seamlessly across your devices so that you can... Read more
CrossOver 16.2 - Run Windows apps on you...
CrossOver can get your Windows productivity applications and PC games up and running on your Mac quickly and easily. CrossOver runs the Windows software that you need on Mac at home, in the office,... Read more
Adobe Creative Cloud 4.0.0.185 - Access...
Adobe Creative Cloud costs $19.99/month for a single app, or $49.99/month for the entire suite. Introducing Adobe Creative Cloud desktop applications, including Adobe Photoshop CC and Illustrator CC... Read more

The best deals on the App Store this wee...
Deals, deals, deals. We're all about a good bargain here on 148Apps, and luckily this was another fine week in App Store discounts. There's a big board game sale happening right now, and a few fine indies are still discounted through the weekend.... | Read more »
The best new games we played this week
It's been quite the week, but now that all of that business is out of the way, it's time to hunker down with some of the excellent games that were released over the past few days. There's a fair few to help you relax in your down time or if you're... | Read more »
Orphan Black: The Game (Games)
Orphan Black: The Game 1.0 Device: iOS Universal Category: Games Price: $4.99, Version: 1.0 (iTunes) Description: Dive into a dark and twisted puzzle-adventure that retells the pivotal events of Orphan Black. | Read more »
The Elder Scrolls: Legends is now availa...
| Read more »
Ticket to Earth beginner's guide: H...
Robot Circus launched Ticket to Earth as part of the App Store's indie games event last week. If you're not quite digging the space operatics Mass Effect: Andromeda is serving up, you'll be pleased to know that there's a surprising alternative on... | Read more »
Leap to victory in Nexx Studios new plat...
You’re always a hop, skip, and a jump away from a fiery death in Temple Jump, a new platformer-cum-endless runner from Nexx Studio. It’s out now on both iOS and Android if you’re an adventurer seeking treasure in a crumbling, pixel-laden temple. | Read more »
Failbetter Games details changes coming...
Sunless Sea, Failbetter Games' dark and gloomy sea explorer, sets sail for the iPad tomorrow. Ahead of the game's launch, Failbetter took to Twitter to discuss what will be different in the mobile version of the game. Many of the changes make... | Read more »
Splish, splash! The Pokémon GO Water Fes...
Niantic is back with a new festival for dedicated Pokémon GO collectors. The Water Festival officially kicks off today at 1 P.M. PDT and runs through March 29. Magikarp, Squirtle, Totodile, and their assorted evolved forms will be appearing at... | Read more »
Death Road to Canada (Games)
Death Road to Canada 1.0 Device: iOS Universal Category: Games Price: $7.99, Version: 1.0 (iTunes) Description: Get it now at the low launch price! Price will go up a dollar every major update. Update news at the bottom of this... | Read more »
Bean's Quest Beginner's Guide:...
Bean's Quest is a new take on both the classic platformer and the endless runner, and it's free on the App Store for the time being. Instead of running constantly, you can't stop jumping. That adds a surprising new level of challenge to the game... | Read more »

Price Scanner via MacPrices.net

Apple iMacs on sale for up to $200 off MSRP,...
B&H Photo has 21″ and 27″ Apple iMacs on sale for up to $200 off MSRP, each including free shipping plus NY sales tax only: - 27″ 3.3GHz iMac 5K: $2099 $200 off MSRP - 27″ 3.2GHz/1TB Fusion iMac... Read more
Apple Certified Refurbished iMacs available f...
Apple has Certified Refurbished 2015 21″ & 27″ iMacs available for up to $350 off MSRP. Apple’s one-year warranty is standard, and shipping is free. The following models are available: - 21″ 3.... Read more
1.4GHz Mac mini on sale for $419, $80 off MSR...
B&H Photo has the 1.4GHz Mac mini on sale for $80 off MSRP including free shipping plus NY sales tax only: - 1.4GHz Mac mini: $419.88 $80 off MSRP Read more
Apple refurbished Mac minis available for up...
Apple has Certified Refurbished Mac minis available starting at $419. Apple’s one-year warranty is included with each mini, and shipping is free: - 1.4GHz Mac mini: $419 $80 off MSRP - 2.6GHz Mac... Read more
Updated iPad Price Trackers
Scan our Apple iPad (and iPod touch) Price Trackers for the latest information on sales, bundles, and availability on systems from Apple’s authorized internet/catalog resellers. We update the... Read more
12-inch 32GB Space Gray iPad Pro on sale for...
B&H Photo has 12″ Space Gray 32GB WiFi Apple iPad Pros on sale for $50 off MSRP including free shipping. B&H charges sales tax in NY only: - 12″ Space Gray 32GB WiFi iPad Pro: $749 $50 off... Read more
2.6GHz Mac mini on sale for $559, $140 off MS...
Guitar Center has the 2.6GHz Mac mini (MGEN2LL/A) on sale for $559 including free shipping. Their price is $140 off MSRP, and it’s the lowest price available for this model. Read more
SSD Speeder RAM Disk SSD Life Extender App Fo...
Fehraltorf, Switzerland based B-Eng has announced they are making their SSD Speeder app for macOS publicly available for purchase on their website. SSD Speeder is a RAM disk utility that prevents... Read more
iPhone Scores Highest Overall in Smartphone D...
Customer satisfaction is much higher among smartphone owners who use their device to operate other connected home services such as smart thermostats and smart appliances, according to the J.D. Power... Read more
Swipe CRM Free Photo-Centric CRM Sales DEal C...
Swipe CRM LLC has introduced Swipe CRM: Visual Sales 1.0 for iPad, an app for creating, managing, and sharing visually stunning sales deals. Swipe CRM is targeted to small-and-medium creative... Read more

Jobs Board

*Apple* Mobile Master - Best Buy (United Sta...
**492889BR** **Job Title:** Apple Mobile Master **Location Number:** 000886-Norwalk-Store **Job Description:** **What does a Best Buy Apple Mobile Master do?** Read more
*Apple* Mobile Master - Best Buy (United Sta...
**492472BR** **Job Title:** Apple Mobile Master **Location Number:** 000470-Seattle-Store **Job Description:** **What does a Best Buy Apple Mobile Master do?** Read more
*Apple* Mobile Master - Best Buy (United Sta...
**492562BR** **Job Title:** Apple Mobile Master **Location Number:** 000853-Jackson-Store **Job Description:** **What does a Best Buy Apple Mobile Master do?** Read more
*Apple* Retail - Multiple Positions - Apple,...
Job Description: Sales Specialist - Retail Customer Service and Sales Transform Apple Store visitors into loyal Apple customers. When customers enter the store, Read more
Fulltime aan de slag als shopmanager in een h...
Ben jij helemaal gek van Apple -producten en vind je het helemaal super om fulltime shopmanager te zijn in een jonge en hippe elektronicazaak? Wil jij werken in Read more
All contents are Copyright 1984-2011 by Xplain Corporation. All rights reserved. Theme designed by Icreon.