ISVs and MicroISVs: You're not only covered...

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The combined Embarcadero and CodeGear will continue to be *the* go-to company for ISVs (independent software vendors) and MicroISVs.  

With the announcement this week on Embarcadero's signing of a definitive agreement to acquire CodeGear, there is much chatter about the combination of application and database development and how sweet the combination of CodeGear and Embarcadero will be (the combined company will be able produce incredible heterogeneous products and features for every app, web, or database developer on the planet that would simply be impractical, impossible, or insane for just about any other company) - however, if you're a developer who doesn't use or require a database today then "how is all of this news a good thing for me?" Well rest assured it is good. Very good.

For certain, the technical combination of CodeGear and Embarcadero will enable app/database development innovations on a whole new level, but at the core of all of our IDE tools is the application itself. While the majority of applications today are database driven or connected, for many hundreds of thousands of developers - particularly ISVs and MicroISVs building packaged software, a database may either not be required or is just not at the top of your shopping list. More than half of ISV/MicroISV packaged applications include a database but what typically matters most to developers building packaged software is performance, footprint, quality, deployment, and usability. If you are a developer building packaged software you want to be able to maximize the value your customers' hardware, CPUs, graphics, and OS. You want to build applications that look good, work good, and go fast. You want to be able to leverage hardware and equipment connected to PCs. You are beginning to build applications that are starting to crack the 4GB barrier and your customers have begun to reach critical mass with 64bit machines. You want to exercise both CPU cores that are in most desktops and laptops today, and you want to start designing to leverage the four and eight cores that will soon be commodity. You want language features that will simplify coding and increase resilience without bloating the footprint or forcing you to use a VM. You want to build apps that look like art and work like art - without necessarily being artistically blessed yourself. You want to build applications for a global customer base but you don't want to have to sink all your waking hours internationalizing. And many of you want to be able to deploy to the other cool OS desktops on the playground.

And then there is that moment when the databaseless ISV decides it's time add data persistence. For many an experienced programmer who happens to be completely inexperienced with databases, you might as well be learning to speak Klingon. That’s when well integrated connectivity, components, tools, and products come to the rescue. You want it to be seamless, incredibly high performance, often embedded into/with your application, and you don't want it to get in the way. Oh, and you want to use the database engine/server from the vendor of you or your customers’ choosing. 

Since the founding of Borland we've been a leader in IDEs, languages, and compilers, and a particular favorite among ISVs and MicroISVs. We’re also established and recognized leaders in RAD Client/Server database and Java/Web application server development. Since spinning out of Borland a year and a half ago, as CodeGear we've made significant technology achievements and steps forward for our customers, but combining Embarcadero and CodeGear creates a developer tool powerhouse that will accelerate our combined vision and our ability to address your needs. If you love what we've been doing - we'll only get better, and if you have a lingering complaint, we'll be better able to accelerate the solution. By combining with Embarcadero you will no doubt hear a lot more about databases and database development, but we also will be turning up the volume (externally and in our development plans) on the needs of ISVs and packaged software, and we are listening to you. You will very soon have a 500+ person global company behind you that is 100% focused on application and database developers. We will be the one stop shop for all developers – that most certainly includes ISVs and MicroISVs. Get ready, it's going to be fun. Michael


  • Guest
    BWhite Friday, 9 May 2008

    Wow Michael! Nice job. This should resonate with people.
    Thanks, Brad.

  • Guest
    Mark Andrews Friday, 9 May 2008


    I'm very encouraged by these events and after doing some research on Embarcadero, I believe this is a great move for both entities.

    However, what has been missing from all the warm and fuzzy talk about "we're developers, they're developers, all's right with the world!" is how Embarcadero is going to work to increase Codegear's market presence and visibility. Without good marketing, even the world's greatest products will fail.

    When Borland had but one product, Turbo Pascal, the matter of what product to spend dollars on was a no-brainer. However, Borland lost its way many years ago and forgot what exactly made the company.

    I hope that Embarcadero embraces its new tools and reminds the world of what product is really the king of Windows based software development. Doing so will take a very effective marketing campaign and a LOT of outreach to the IT community worldwide.

  • Guest
    Michael Swindell Friday, 9 May 2008


    Spot on. Couldn't agree more. So often we discount the value and power of great marketing, messaging, and volume. In fact as developers we often have a self image of anti-marketing bias, but it's not really anti-marketing as much as it is a disdain for inaccurate, oversold, overbuzzworded, and overhyped messages. If anyone thinks that the days of the need for marketing are over, just look at Apple. Why does (did) Microsoft want to pay more than $30b for Yahoo? Yahoo owns the web display ad space (google owns keyword advertising). There are literally hundreds of small development tool companies today, many with really awsome products that simply do not have the marketing bandwidth to be heard. If they lack the marketing bandwidth they likely lack the user base, and in turn users can't have confidence in their longevity and these small companies have difficulty growing and expanding their products without higher revenues.

    We do need to get the *right* message out to a wider audience, and we need to be more effective at moving messages thru the developer communities.

  • Guest
    Richard Friday, 9 May 2008

    I don't want to be overly negative about this - but so far I've only read what looks like lots of hype (not just here, either). This will change when I see the first roadmap from the new company. And the acid test is the first product release from the new company.

    Are you really serious that the combined company "will be able produce incredible heterogeneous products and features for every app, web, or database developer on the planet". If so, this is fantastic, but I'm a hardened, cynical nearly 50-year old who has read far to much marketing hype over the years. Much better to under-promise and then surprise us all with something truly wonderful, than the reverse.

    Are you going to support Mac OSX? -- I do "want to build apps that look like art and work like art". If not, then cut the hype. Compact framework/Smartphones/Palms/iPhones? If not, then cut the hype. Native Firebird/PostGreSQL support in the box? No? Then cut the hype. Support for Silverlight? No? ...

    Quality. Delphi 2007 is much much better but you're not done yet. The help system (yes even the April update) still sucks. How long is this going to take you to fix? Do you do *any* useability testing of your IDE/Help system with real developers?

    Sorry, to be so blunt, but you do realise this is CodeGear's last chance to wind back 5+ years of slow death. You guys have to get super-real and face facts fast. Stop and take a long hard look at what you are producing and find out if yoru are producing what customers expect/are wanting. I could never get away with the shoddy products you released between D7 and D2007. Why do you think you can, CodeGear?

    Surprise us with your next release; and don't make us wait too long -- but equally don't release it if it's not ready for prime time. The world will be watching. Closely. And the best of British..


  • Guest
    Kryvich Friday, 9 May 2008

    Oh, what a message! Thank you very much.
    About marketing: I do not agree with Mark. Make a high-quality product in the declared terms, and people will make marketing for you for free.

  • Guest
    Alassiry Friday, 9 May 2008

    What you need:
    1-Marketing (nobody knows what Delphi is, everybody knows what are , when I say it's pascal, they say ok, the old language.). we are sold on it (some are defecting), but you also need new users, moving away from Java and .net to Delphi.

    2-Better documentation (Integrate Delphi with an online wiki, we will edit and contribute to it!).

    3-A better product I can think of 64bit, unicode/i18n, Multicore, see for what a group of independent users suggest to improve Delphi.

  • Guest
    Mark Davis Friday, 9 May 2008

    Richard, You are not being overly negative about this. You are just being a realist. Delphi 2007 is the first release since Delphi 7 worth using on a daily basis, and even so, the help system is shipped with was a total mess. It is still sub-par even after multiple fixes. The installation is about as bad as it gets. It pollutes the c drive like no other program I have ever installed. Borland lost focus long ago of why developers chose their products over Microsoft's development products. Hopefully Inprise with stays with Borland and does not carry over to Embarcadero with CodeGear arrival. You are absolutely right about this being CodeGear's last chance, I'm tired of fighting my Customers tooth and nail to use Delphi with no help from Borland's marketing and sales force. I remember attending a JBuilder presentation during the Inprise days and asking one of Borland's staff members, "when could we expect these features be incorporated into Delphi"?, she replied "I'm not sure they will be incorporated into Delphi, since Delphi is a legacy product". Needless to say it went over really well with my colleagues.

    Embarcadero has a great opportunity here to reintroduce the world to Delphi,however if they plan on using the income from Delphi's SA program to run the rest of their business like Borland has been doing, Delphi will die a slow death.

  • Guest
    Michael Swindell Saturday, 10 May 2008


    Its perfectly fair to be conservative or even skeptical. We have to prove the opportunity with results and that is our aim. Forgive us if we're a bit excited, we're long time dev tools people and we want what our customers want, and now we have the ingredients and top-to-bottom company that is about tools that can make it happen. Thanks for the feedback.

  • Guest
    Michael Swindell Saturday, 10 May 2008


    Right there with you. CodeGear doesn't dislike Borland, in fact most of us have been a Borlander for 10+ years and a few more than 20 years. Borland will always have a place in our heart. However there is a reason that teams were enthusiastic when the split was announced in 2006 and there is a good reason why CodeGear is cheering today. When you have such excellent products with millions of enthusiastic and dedicated customers you only want the best for the products and customers. It is painfully difficult to do that when the products are not part of a company's strategy, it's been some time since Delphi was part of Borland's growth model. As CodeGear we've been able to do better than in Borland, and as part of Embarcadero I am convinced we now have a strong company again that is completely aligned around the same goal. Sound like old times? :) We're enthusiastic and Embarcadero is enthusiastic, because we both love Delphi, and C++Builder, and all the CodeGear products - and we believe that we can do better, and put them in more developer hands around the world. And realism is good, because its realists that we want most to impress and satisfy. I know we will have succeeded when your customers are asking you to use Delphi, instead of the other way around.

  • Guest
    Michael Swindell Saturday, 10 May 2008

    fyi, I'm confident that our teams plans and directions are customer aligned, but as always if you have concerns, disagree, or have serious lingering issues you'd like to discuss - you may always contact me directly. My email addr is mswindell at codegear dot com and my desk phone is 831-431-1530, if I'm not available leave a message with # and good hour to reach you. Int'l is fine.

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