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Market research supplement
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Dissecting the developers
Microsoft employed Kingpin Intelligence to run a research project to understand how software
developers and their managers approach the issue of application security
M
icrosoft faces a unique perception of managed code. was better placed to implement effective
challenge in communicating communications to the two key audiences.
to the software developer Quant and qual responses
audience. Approaching and Consulting its database of UK IT Time-poor messaging
marketing to a target professionals, Kingpin Intelligence Microsoft was able to launch marketing
audience with effective communications is a interviewed 300 software developers and communications on the benefits of
hurdle for any marketer, but this becomes a 300 business decision-makers in software managed code in relation to security.
major obstacle when targeting a software companies. Respondents were interviewed Communication to software developers
development audience. In the case of over the telephone and asked a set of highlighted the time constraints hindering
medium to large-sized organisations, security-related questions that would elicit a the inclusion of security with mention of
software and hardware strategies and mix of quantitative and qualitative the success of managed code in speeding
product choices are often made at a responses. Each questionnaire served to up development time.
managerial level, frequently discounting gather information on how each audience Further messaging, focusing on
the personal preferences and opinions of felt about security and also how they the business angle, was extracted
the employees who will be physically perceived the other felt. In this way, Kingpin from the research. Aimed at business
using the products. hoped to understand the relationship decision-makers, the communication
When it came to the huge issue of between the two and impart to Microsoft drew attention to the shared priority
software application security, Microsoft how best to approach each with an of implementing security by developers
realised that understanding the developer’s understanding of the other in mind. and their managers, the difficulties
needs and perceptions around this matter The combined results of the research faced and that environments using
would only be getting half the picture. left Microsoft with a clear message: managed code faced fewer of
Microsoft was interested to discover how security is considered a priority by both these obstacles.
much consideration application security was developer and manager, but its Maxine Cook, marketing manager
given at higher levels. implementation often suffers under cost & platform evangelism group, at
and timeframe considerations. Microsoft UK, comments, “We wanted to
Into the audience’s mindset Both audiences cited tight deadlines and understand if there was a difference
Microsoft decided to conduct messaging limited budgets as the biggest barriers to between how developers and the
outlining the benefits of managed code and implementing security as a core feature in professionals who commission them
how it could improve the development applications. While the majority of managers prioritise application security.
process. Managed code offers enhanced indicated they would consider increasing Responsibility for secure application
security guarantees and improved budget for security, the major impediment development can be unclear in an
programming convenience. was the time needed to build an application organisation. There can be a conflict
However, before embarking on a UK- according to client brief, which often does between developers who must code
wide campaign, Microsoft needed to not emphasise security. on time and to budget, but feel they
understand the importance placed on Almost half of developer respondents need more resources to do so and
security by both developers and the from the survey used managed code and managers who believe things must
business decision makers in their the majority reported pleasing results from be secured as a matter of course. Kingpin
organisations. Microsoft was also its application. Ease-of-use and a speedier found that while this can be the case, both
interested in the perception of managed coding process were highlighted as benefits managers and developers value security
code from those who were using it. of using managed code. equally – this allows us to make a better
At this stage, Kingpin Intelligence was With the research giving a clear case to both about using managed code,
commissioned to run a comprehensive understanding of how the issue of security which is far more secure by its very nature.
primary research campaign on UK software is approached in organisations, Microsoft This was a valuable insight for us.”
developers and their managers – business
decision makers. The aims of the research
were to understand:
• The extent to which developers feel they
Microsoft fosters links with the developer community
are or are not given the time and resources
to make applications secure. Microsoft has a concerted programme of
• Compare the priority placed on security activity targeting developers, which includes
by developers and by their managers. the ‘Design IT’ competition that it ran earlier
Kingpin devised a research campaign to this year, challenging developers to design a
achieve the primary aims of the project, but technology solution that could be used by a
to also supply Microsoft with a deeper specific charity. The software giant contributed
understanding of the challenges faced by £25,000 to develop the solution for the
both developers and their managers on a winning design. For more on this competition,
daily basis. The research was also used to see B2B Marketing July/August 08 page 24.
gather information on the usage and
B2BM SEPTEMBER 08 – www.b2bm.biz
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