yourfanat wrote: I am using another tool for Oracle developers - dbForge Studio for Oracle. This IDE has lots of usefull features, among them: oracle designer, code competion and formatter, query builder, debugger, profiler, erxport/import, reports and many others. The latest version supports Oracle 12C. More information here.
Cloud Computing
Conference & Expo
November 2-4, 2009 NYC
Register Today and SAVE !..

2008 West
Data Direct
SOA, WOA and Cloud Computing: The New Frontier for Data Services
Red Hat
The Opening of Virtualization
User Environment Management – The Third Layer of the Desktop
Cloud Computing for Business Agility
CMIS: A Multi-Vendor Proposal for a Service-Based Content Management Interoperability Standard
Freedom OSS
Practical SOA” Max Yankelevich
Architecting an Enterprise Service Router (ESR) – A Cost-Effective Way to Scale SOA Across the Enterprise
Return on Assests: Bringing Visibility to your SOA Strategy
Managing Hybrid Endpoint Environments
Game-Changing Technology for Enterprise Clouds and Applications
Click For 2008 West
Event Webcasts

2008 West
Get ‘Rich’ Quick: Rapid Prototyping for RIA with ZERO Server Code
Keynote Systems
Designing for and Managing Performance in the New Frontier of Rich Internet Applications
How Can AJAX Improve Homeland Security?
Beyond Widgets: What a RIA Platform Should Offer
REAs: Rich Enterprise Applications
Click For 2008 Event Webcasts
In many cases, the end of the year gives you time to step back and take stock of the last 12 months. This is when many of us take a hard look at what worked and what did not, complete performance reviews, and formulate plans for the coming year. For me, it is all of those things plus a time when I u...
Virtualization, SOA, and the Rise of Social Media
My hat goes off to vKernel and TIBCO for riding the groundswell in their respective markets

Lars Leckie's Blog

At Hummer Winblad we often joke that we focus on the "boring side of software." By this we mean that many of our companies tend to be described with words like core, infrastructure, B2B, backend, etc. We believe that these companies provide the infrastructure under which the next generations of software are built. They will be interesting and successful companies but it is unlikely your mom will ever know their names.

A few months back one of our portfolio companies did something unexpected - the results were even more unexpected. We don’t usually expect our companies to make YouTube videos...but the team over at vKernel did exactly that.

Here is a company that is busy making the system management tools to help enterprises cope with the explosion of virtualization in their environments...and driving traffic from a YouTube video. The team made a quick parody of the now-classic PC-Mac advertisement to talk about the fight against companies that solve this problem with bloatware.

Bloatware companies (the PC) are big, cumbersome products that are IT intensive to use and packed with hard-to use features. Counter that with vKernel (the Mac) where they are using virtual appliances as their model for one product to solve one problem.

You can see the video here.

The message worked - they don’t have a huge volume of hits given that the average YouTube search is more likely to be "Britney Spears" not "virtualization system management". But in the first day they had prospects that jumped straight to the qualified lead status.

This kind of social media marketing is covered in a book by Charlene Li and Josh Bernoff called Groundswell. In the book I was introduced to another "boring" software company that has a whole series of successful YouTube videos. Greg the Architect is the new social media evangelist for the SOA vendor TIBCO. Greg happens to be a Ken doll but if you care about things like ROI around SOA then you might be one of the 75,000 viewers of his impressive following. [anyone looking for SOA, please take a look at Mulesource, the opensource ESB portfolio company]

My hat goes off to vKernel and TIBCO for riding the groundswell in their respective markets. I think you will be seeing a lot more social media from both companies based on this success.

If you are looking to do something similar at your company I would suggest reading Groundswell where the authors give lots of background on how to gauge your customers and target the community with the right tools.

About Lars Leckie
Lars Leckie is a Principal at Hummer Winblad Venture Partners and has played a key role in the firm’s investments in Aria Systems (SaaS billing and customer management) and vKernel (Virtualization Infrastructure). While he spends less time programming now, he started his technical career coding and hacking computer games. He is the holder of several US patents. Prior to joining Hummer Winblad Venture Partners in 2006, Lars was involved in founding and operational roles at start-up companies. He was a co-founder of AutoFarm (now Novariant), a company focused on GPS and robotics. Lars was in charge of strategy, product marketing, business development and building the sales team across three continents. Lars has also been involved with the founding team of SportBug, a GPS and Internet fitness company.

In order to post a comment you need to be registered and logged in.

Register | Sign-in

Reader Feedback: Page 1 of 1

SOA World Latest Stories
"We started a Master of Science in business analytics - that's the hot topic. We serve the business community around San Francisco so we educate the working professionals and this is where they all want to be," explained Judy Lee, Associate Professor and Department Chair at Golden Gate...
There is a huge demand for responsive, real-time mobile and web experiences, but current architectural patterns do not easily accommodate applications that respond to events in real time. Common solutions using message queues or HTTP long-polling quickly lead to resiliency, scalability...
We call it DevOps but much of the time there’s a lot more discussion about the needs and concerns of developers than there is about other groups. There’s a focus on improved and less isolated developer workflows. There are many discussions around collaboration, continuous integration a...
The dynamic nature of the cloud means that change is a constant when it comes to modern cloud-based infrastructure. Delivering modern applications to end users, therefore, is a constantly shifting challenge. Delivery automation helps IT Ops teams ensure that apps are providing an optim...
Modern software design has fundamentally changed how we manage applications, causing many to turn to containers as the new virtual machine for resource management. As container adoption grows beyond stateless applications to stateful workloads, the need for persistent storage is founda...
"CA has been doing a lot of things in the area of DevOps. Now we have a complete set of tool sets in order to enable customers to go all the way from planning to development to testing down to release into the operations," explained Aruna Ravichandran, Vice President of Global Marketin...
Subscribe to the World's Most Powerful Newsletters
Subscribe to Our Rss Feeds & Get Your SYS-CON News Live!
Click to Add our RSS Feeds to the Service of Your Choice:
Google Reader or Homepage Add to My Yahoo! Subscribe with Bloglines Subscribe in NewsGator Online
myFeedster Add to My AOL Subscribe in Rojo Add 'Hugg' to Newsburst from CNET Kinja Digest View Additional SYS-CON Feeds
Publish Your Article! Please send it to editorial(at)!

Advertise on this site! Contact advertising(at)! 201 802-3021

SYS-CON Featured Whitepapers