November 22, 2010

Product Marketing Job Opening at Embarcadero

Want to work with me?

We have an opening on our product marketing team. If you're interested, let me know and I can submit your resume or you can submit it directly at

Here's the description of the position.

Senior Product Marketing Manager for Application Development Solutions
San Francisco, California

Embarcadero Technologies, Inc. seeks a Senior Product Marketing Manager for its Application Development Solutions. This job is based in our San Francisco headquarters. Embarcadero’s Application Development products include Delphi, C++ Builder, Delphi Prism, and JBuilder and are used by millions of programmers worldwide.

As Senior Product Marketing Manager, you are the line-of-business owner for Embarcadero’s Application Development Solutions, a suite of world-class products with millions of users worldwide. You will be responsible for developing the strategies for how we take those products to market to grow market share, outsmart competitors, and arm our global sales team. The focus is not solely on positioning product features, rather developing customer facing solution messages that speak to the problems your market is facing.

You will work with virtually every part of the organization, collaborating closely with your Product Management counterpart and leading new product introductions. This position will also have a product management component for the java IDE products. You’ll be responsible for understanding the entire sales cycle/funnel, setting and analyzing lead flow and conversion success metrics. Product Marketing is considered the content owner and editor so you’ll set the priority topics while both creating content and leading the organizational resources to contribute various types of media such as bylines, blogs, video demos, webinars, and events.

Business driven, customer focused, energetic, and organized leader. Able to collaborate across teams and geographies. Strategic thinker with hands on expertise drives the development of product and campaign launches and owns messaging. Accountable for creating both sales tools and customer facing materials. Technology background in application development tools or programming a strong plus.

  • Bachelor’s degree required. An MBA is highly desirable.
  • 10-15 years of product marketing experience in B2B software, application development products a big plus. Proven track record of success in high-profile, market-leading companies in rapidly
  • changing and highly competitive industries.
  • Excellent analytical skills and a passion for data driven marketing.
  • Comfortable working in a fast-paced environment.
  • Experience crafting product messaging and bringing new products to market.
  • For the product management component, ability to synthesize customer requirements, market drivers, and Company resources into product roadmaps and PRD type documents. Ability to
  • communicate with both engineering and customers. Able to work in agile development environments.
  • Track record of success in driving new user acquisition, usage, loyalty, and advocacy.
  • Proven ability to translate technical specifications into consumer-facing information.
  • Goes without saying for a PMM; influencer bordering on evangelist. Great writer, great communicator.
  • Deep sales enablement experience. Great with sales teams. Able to create materials to train sales and get sales teams excited. Very familiar with problem discovery process.
  • Excellent presentation and writing skills and comfortable dealing with all levels of an organization.
  • Entrepreneurial spirit coupled with an intellectual curiosity and drive.
  • Market validation experience. Ability to develop a deep understanding of user needs and behaviors to apply against marketing efforts, product feature development, and measurement of
  • customer satisfaction. Have put together and executed on market research, product, and message validation. Gets on the phone, talks to customers. Ability to synthesize and analyze lots of input and data points.
  • Experience being able to identify and develop new market segments; such as healthcare and federal verticals.
  • Meticulously think through every aspect of the user experience, putting user’s needs and expectations first as you develop clear, effective product messaging and collateral. 

November 17, 2010

Latest Delphi and RAD Studio items

No major story today. Just some links to some Delphi items and some of the things we've been working on recently.

New White Paper on Delphi XE
The new version of Andreano Lanusse's technical white paper "Reasons to Migrate to Delphi XE - What you might have missed since Delphi 7" is now available. This 100+ page paper has great information on new features that have been added in every version since Delphi 7. You have to be logged into your Embarcadero Developer Network account or set up a free account to download the paper using that link.

RAD Studio on eWeek's Products to Watch List
RAD Studio XE is item #1 in the latest edition of eWeek's "Products to Watch" list.

RAD Studio Ad 
Our new RAD Studio family magazine ad featuring Delphi, C++Builder, Delphi Prism and RadPHP is in this week's issue of SD Times magazine. 

Profiling Webinar
I attended the AQtime for RAD Studio webinar this morning. Good attendance and really good information about using the AQtime Standard edition profiling tools that are included in Delphi XE, C++Builder XE and RAD Studio XE. I liked the info on the different approaches with doing profiling when you find a performance problem or profiling earlier-on to look for potential issues that might arise. It was also useful to see the walkthrough of using the profiling integration in the Delphi/C++Builder IDE and how to do different kinds of profiling. Thanks to Nick, Sergei and team at SmartBear for a very informative presentation. There is one more session tonight so you can register now for that. Even if you can't attend, we'll send you a link to view the replay if you're registered.

RAD Studio XE (Delphi XE and C++Builder XE) Update 1
If you saw in the EDN newsletter that Delphi/C++Builder XE Update 1 is "not" available, rest assured that it's only a typo and the update is "now" available. There were a few issues reported related to the update and here are some solutions. See this support article for info on error 2318 related to the Integrated Translation Environment. If you're using DDevExtensions, be sure to get the latest version that's compatible with Update 1. We're posting the inline versions of the ISOs and installers on CodeCentral and the registered user download pages this afternoon. You can tell if you have the new version of the full installer or ISO download if it has "3953" in the file name.

Introduction to Delphi Prism
If you haven't checked out the Introduction to Delphi Prism session video replay from CodeRage, take a look and learn how you can use Delphi Prism for building .NET and cross-platform Mono applications. Delphi Prism is also part RAD Studio.

November 12, 2010

Update 1 for Delphi XE and C++Builder XE is now available

Update 1 for Delphi XE and C++Builder XE is now available. It's available first via the auto update system. If you have Delphi XE, C++Builder XE or RAD Studio XE installed, you should see a prompt like this to install the update.

You can also get to it from the Windows Start Menu by running "Check for Updates" in the Embarcadero RAD Studio XE group.

This update is a combination of three updates - a core product update for Delphi and C++Builder, a documentation update for Delphi and C++Builder, and a Boost Libraries update for C++Builder.

See the Update 1 Readme for more information in English, German, French, or Japanese.

The fix list for Update 1 is available on EDN.

The update will also be available soon on the registered user download pages for Delphi, C++Builder and RAD Studio

Updated versions of the full installers and ISO should be available to new users, trial downloaders and All-Access customers next week.

If you're one of those people who doesn't like to upgrade to the new version until after the first update is released, your wait is over.

November 11, 2010

Attention Delphi 2006 and BDS 2006 Users - No more upgrade pricing after Dec 31st

Upgrade pricing for Delphi 2006 and Borland Developer Studio 2006 (BDS 2006) users is only available until December 31, 2010. If you're still using version 2006, this is your last chance to get upgrade pricing to Delphi XE, C++Builder XE or RAD Studio XE.

Starting January 1, 2011, registered 2006 users who haven't purchased a later version will have to pay the full new user price to move to version XE or any newer version in the future.

Now is the best time to upgrade to get upgrade pricing before time runs out and get the bonus of an extra tool free with the Buy One Tool, Get Another Tool Free promotion that also ends December 31st. Check out the Embarcadero "Where to Buy" page for all your choices for buying Delphi XE, C++Builder XE and RAD Studio XE.

November 10, 2010

Delphi and RAD Studio Install Question - Is Something Missing?

This is another blog post based on an email thread about an install question. Sometimes users install a trial or purchased version of Delphi or RAD Studio and are confused because pieces of the product seem to be missing.

There are two common reasons for this. 

1. When they get the download file and unzip it and go to run the installer, they choose the wrong file. Be sure  to run install_RADStudio.exe from the directory where you unzip the install files. If you go into the /install subdirectory and run setup.exe, you will only be running the Delphi/C++Builder IDE installer. 

2. They stop after just installing the Delphi/C++Builder IDE (the first button on the launcher) and miss all the other pieces. 

The additional buttons on the launcher will vary depending on whether you get the Delphi/C++Builder version of the install launcher or the RAD Studio version. The RAD Studio version has additional buttons for Delphi Prism and RadPHP. Here's what it looks like:

To get the full product experience, be sure to install all the pieces. The numbers below refer to the order of the buttons above.

1. Delphi and/or C++Builder - If you have a Delphi serial number it installs Delphi. If you use a C++Builder serial number it installs C++Builder. If you have a RAD Studio serial number you can choose to install either or both Delphi and C++Builder.

2. If you don't click the Documentation install button after you're done installing Delphi and C++Builder, you won't have any online help available in the product and you'll see an error message telling you the help isn't installed when you try to access it. Run the install launcher again and install the doc from here if your documentation hasn't been installed or visit our Embarcadero Documentation web site for the latest doc updates.

3. The Delphi Prism part of RAD Studio for .NET and cross-platform Mono development doesn't share the same IDE with Delphi and C++Builder so it's a separate install. Click this button to download Delphi Prism. You'll have a choice to download English, French, German or Japanese. Download the installer, unzip, and install using your RAD Studio serial number.

4. RadPHP is also a separate IDE for PHP and Facebook development. Click the button to download the installer .zip file. Unzip and install using your RAD Studio serial number.

5. Use this button to install ER/Studio Developer Edition and InterBase. Your RAD Studio/Delphi/C++Builder Architect edition serial number licenses ER/Studio Developer Edition. Pro and Enterprise serial numbers install ER/Studio as a trial. Your InterBase Developer Edition serial number is available in the installxxx.htm file in the directory with install_RADStudio.exe. Or you might want to download the newer InterBase XE Developer Edition instead.

6. The final button gives you the option to download several additional items. The Remote Debugger is accessible from here as well as CollabNet Subversion Server, InstallAware Express (a free version for Embarcadero customers), and a link to download the Partner DVD with an assortment of free and trial software from Embarcadero partners. (You can also access the online version of the Partner DVD here). 

Hopefully that helps answer questions you might have about the installer or install process. Or maybe you've also learned about something new that you didn't know was part of the the product. And now you can be a Delphi install expert and offer help if you come across anyone else reporting that something seems to be missing. 

November 9, 2010

Expanded Application Showcase - See more apps built with Delphi

We've expanded the Delphi and C++Builder Application Showcase and more than doubled the number of Delphi apps featured in it.

We've also added filtering options by product for Delphi and C++Builder and by category.

Thank you to everyone who submitted apps for your patience while we got them in there. We've added all the apps we have screen shots for. If you submitted your app via the survey form but haven't sent a screen shot, it's not too late to send it now to tim.delchiaro at If you want to submit a new app for the showcase, there are links at the bottom of the app showcase page.

November 8, 2010

Delphi 7 to Delphi XE or move to Java like the manager says?

I got a good question from sales and a partner rep about a company where the Delphi developers were being pushed by management to switch to Java and worried there would be too many headaches migrating a Delphi 7 app to XE. Here was my reply with info from other customers and a leading research company on why staying with the best technology for the job (like Delphi) is a better solution.

We just interviewed a company this week that builds golf tee time and course management solutions. They were facing pressure to move to Java but made the decision to stay with their Delphi multi-tier solution because they are certain that the Delphi-based solution will provide the best experience for the golfers who use the system and the best performance for the major golf course and resort operators that they provide services to. They knew that providing the best solution for their customers was their #1 priority if they wanted to be successful. Since making that choice, they are expanding their company and acquiring rather than being sold. Their competitors haven't fared as well.

We've seen similar situations with a variety of other customers like a major company who weren't able to deliver an important project on time in Java. They ended up scrapping the Java project, quickly building it in Delphi instead, and successfully launching their promotion.

In a Forrester Research presentation last week announcing the results of a Dr. Dobbs developer survey, the industry analyst mentioned how developers and development teams are usually the best at identifying and choosing the right technology for a given job while management is more likely to favor the latest hyped technologies and what they see as the most popular solution rather than what the developers closest to the project might identify as the best choice for the job. Here's a good quote that sums it up:

"If there's one takeaway from this year's Forrester-Dr. Dobb's Developer Technographics Survey, it's this: Developers are increasingly driving technology adoption within their development organizations, making choices that can shape technology skills, platforms, and strategies far down the road. Developers are making these choices not for what's cool, but for the practical reasons of how can they meet the business needs of the company more quickly and at lower cost."

"Empowering developers this way is proving to be good for developers and for the enterprise as a whole. IT leaders, however, should stay in touch with what decisions their development teams are making." - source

Delphi 7 to Delphi XE migration can be some work (or sometimes even a headache) because it requires the migration to Unicode. We have information available on our Upgrade Center web page  including a featured white paper from Cary Jensen on Unicode migration to help that go as smoothly as possible. The page also has information on finding updated versions of any third party components they may be using, moving from BDE to dbExpress and other topics they may need to know about. Andreano Lanusse will be updating his "Reasons to Migrate" white paper for XE very soon too.

Regarding their questions about needing the apps to run on for 64-bit Windows 7, the 32-bit applications you build today with Delphi XE run on 64-bit Windows today. We added support for Windows 7 APIs and features last year with Delphi 2010 within weeks of the release of Windows 7 so we are right up with the latest Windows releases. We realize that there is a need to build 64-bit apps too and that is scheduled for next year's release (per our roadmap).

If they've made a significant investment in Delphi code and that Delphi code works, it also often makes more financial sense to migrate that working code to a newer version of Delphi and deal with the Unicode transition work and updating third party components rather than trying to build the system again from scratch and introducing new bugs and new issues as they try to rewrite the core business functionality.

Delphi provides a lot of other benefits including visual design, an amazing variety of available components, rapid prototyping, readable and easy-to-understand code, fast compiled performance without Java overhead, and a very supportive community of third parties and developers. All of those combine to make Delphi  a top solution for rapid delivery of high quality applications.

If you've evaluated Java or other technologies and determined that Delphi is the better choice, feel free to add a comment to this post and let me know about it.

November 5, 2010

Delphi and C++Builder expert webinar - AQtime

One of the great new additions to the XE versions of Delphi, C++Builder and RAD Studio is the AQtime Standard edition profiling tool from SmartBear. We have a webinar coming up focused on this topc. If you already have Delphi XE, C++Builder XE or RAD Studio XE, you'll learn how to use the new AQtime features to analyze and optimize your code. If you aren't using XE yet, you're also invited to attend to learn about this really useful functionality you get when you to upgrade to XE.

See the info and links below to register. The webinar is offered at three attendee-friendly times for Europe, Americas and Asia. If you can't attend the live session, sign up anyway and we'll email you a link to view the replay on-demand.

Free, expert webinar for Delphi and C++Builder users
Learn to Analyze and Optimize your Code with AQtime Standard - now included with RAD Studio XE, Delphi XE and C++Builder XE
With AQtime now available in Embarcadero RAD Studio XE as a standard application profiling tool, performance, memory, and code coverage profiling features are at your fingertips. Interweaving profiler usage in a development flow can provide great benefits in identifying and addressing code bugs in a timely fashion. This Webinar will review typical usage scenarios of AQtime Standard to analyze and optimize your Delphi and C++ code as you write it, using code examples to highlight common issues.

We will focus on the following topics:
  • Using a profiler to satisfy application performance requirements
  • Using profiling areas for low overhead profiling to detect bottlenecks
  • Memory and resource analysis – what/when/how?
  • What Exception Trace Profiler tells you that you don’t already know 
Click one of the below links to register for the webinar of your choice:

November 1, 2010

License amnesty program to get legal with all your Delphi, C++Builder and RAD Studio licenses

Embarcadero is offering a license amnesty program for users, companies and organizations who may not be sure about the status of their Delphi, C++Builder or RAD Studio licenses. 

In various ways (license sharing, illegal downloads), users may be using copies of the software that isn't correctly licensed, With the license amnesty program, you can buy Delphi XE, C++Builder XE, or RAD Studio XE and obtain free earlier version licenses for most versions back to Delphi 7 and C++Builder 6 as well as getting legal forgiveness for earlier illegal use of any of those versions. 

This program is only available if you purchase XE licenses on your own. If Embarcadero or a license enforcement agency or organization have already identified an issue then the amnesty program does not apply and you may have further liability. This is just a good opportunity to get legal licenses on your own, before you're caught, and reduce your risk and your users' risk.

You can find out more about the program at