Click here to close now.

Welcome!

Linux Authors: Carmen Gonzalez, Roger Strukhoff, Elizabeth White, Liz McMillan, Jason Bloomberg

Related Topics: Microservices Journal, Java, .NET, Linux, Virtualization, SDN Journal

Microservices Journal: Article

Does Continuous Deployment Mean Continuous Disappointment for Customers?

The “delivery” or “deployment” in continuous delivery doesn’t necessarily imply delivery to the end customer.

By Dhruv Gupta, Director of Product Marketing at Perforce

This article was originally published on the Perforce Blog.

An interesting article came out recently, “Why Continuous Deployment may mean Continuous Disappointment for your Customers.” It correctly identifies the human need for a shiny, new thing every so often. And it argues that the practice of continuous deployment could lead to disenchantment with incremental updates.

The article cites examples of companies whose customers were left disillusioned by incremental additions or subtractions to existing capability.

There are at least a couple of underlying issues to explore.

  • What does it mean to continuously deliver? What are we delivering, to whom, and when?
  • What are my customer’s expectations? Are they being met?

First, it is important to understand that the “delivery” or “deployment” in continuous delivery doesn’t necessarily imply delivery to the end customer. The bible on the subject, “Continuous Delivery” by Jez Humble and David Farley, suggests that continuous delivery simply implies maintaining a state of readiness. The state of readiness implies you did deliver an update to someone. It did go through quality control and stakeholder approvals. However, business gets to decide the what, the whom and the when. This works really well for verticals like cloud-based software, where you might want to deliver new functionality to a select group of customers to begin with, vet that functionality, and then roll out to a larger audience. Continuous delivery doesn’t necessitate delivery of every update to the customer, the moment the code is deployed. In fact, you might deliver daily updates to only your product manager and QA team, and that is it. This distinction is subtle, but often overlooked, leading to confusion.

Second, most business-minded staff would agree that to grow brand appeal it helps to have big announcements at a regular cadence. Depending on the sector, the announcement could be yearly, or quarterly if you just have a primary product line, or at a higher frequency across several product lines. We have seen the likes of Apple announce a new phone, a new device, the one more thing, at least once a year. It builds a sense of mystique and excitement. People wouldn’t wait in lines for a new version of a phone released every month. Building anticipation is essential if you want people to sit up and take notice. In other sectors, a constant stream of updates is more desirable. We see this phenomenon with mobile apps. No big announcements required — just updates. We are used to that. Major updates still come every so often.

This also brings to bear an important issue. Customers don’t like big changes frequently. It takes time for us to get used to a new product. Some products come only at a considerable cost. A new update that arrives sooner than justified by the cost of acquisition can create a backlash. Release a new product too quickly on the heels of the last one—without advance notice—and you might cause angst in the customers who only recently bought the previous version. Loyal customers might feel burnt by the quick update. They might even abandon the brand altogether as a result of feeling the company is apathetic to them. This is especially the case with hardware products—cameras, computers and the like.

If practiced the right way, Continuous Delivery should allow marketers to balance the extremes. You can choose to release incremental updates as they become available to all customers. You can choose to limit major updates or new deliverables until you’re convinced that they satisfy customer requirements, and go for the big launch. Either way, continuous delivery can help return control to the business.

That said, there is much to learn about the impact of Continuous Delivery on a business and its customers. With customers in many different verticals, we have a great vantage point to see how this practice evolves. Our data suggests there’s a lot of movement to this practice. And we’re excited to play an important role in the shift.

To learn more about Continuous Delivery, have a look at our CD Report.

About the Author

dgupta's picture

Dhruv Gupta is the Director of Product Marketing at Perforce Software. See all posts by Dhruv Gupta

Explore Trends in Continuous Delivery at SDLC Acceleration Summit

Want to explore Continuous Delivery trends and best practices along with your peers and industry experts? Join us on May 13 in San Francisco for the SDLC Acceleration Summit.

sdlc_banner_continuous
The summit is designed to help industry leaders address the growing concerns about accelerating software delivery without compromising application quality. This vendor-agnostic summit will explore topics such as:

  • The Future of the SDLC
  • Integrity within the Software Supply Chain
  • Reassessing the True Cost of Software Quality
  • Gaining a Competitive Advantage via an Advanced Software Delivery Process

To kick off this event, Theresa Lanowitz, software industry expert and founder of voke, inc., will be delivering the keynote.

More Stories By Cynthia Dunlop

Cynthia Dunlop is the lead technical writer for Parasoft.

@ThingsExpo Stories
P2P RTC will impact the landscape of communications, shifting from traditional telephony style communications models to OTT (Over-The-Top) cloud assisted & PaaS (Platform as a Service) communication services. The P2P shift will impact many areas of our lives, from mobile communication, human interactive web services, RTC and telephony infrastructure, user federation, security and privacy implications, business costs, and scalability. In his session at @ThingsExpo, Robin Raymond, Chief Architect at Hookflash, will walk through the shifting landscape of traditional telephone and voice services ...
Explosive growth in connected devices. Enormous amounts of data for collection and analysis. Critical use of data for split-second decision making and actionable information. All three are factors in making the Internet of Things a reality. Yet, any one factor would have an IT organization pondering its infrastructure strategy. How should your organization enhance its IT framework to enable an Internet of Things implementation? In his session at Internet of @ThingsExpo, James Kirkland, Chief Architect for the Internet of Things and Intelligent Systems at Red Hat, described how to revolutioniz...
For IoT to grow as quickly as analyst firms’ project, a lot is going to fall on developers to quickly bring applications to market. But the lack of a standard development platform threatens to slow growth and make application development more time consuming and costly, much like we’ve seen in the mobile space. In his session at @ThingsExpo, Mike Weiner is Product Manager of the Omega DevCloud with KORE Telematics Inc., will discuss the evolving requirements for developers as IoT matures and conduct a live demonstration of how quickly application development can happen when the need to comply...
Container frameworks, such as Docker, provide a variety of benefits, including density of deployment across infrastructure, convenience for application developers to push updates with low operational hand-holding, and a fairly well-defined deployment workflow that can be orchestrated. Container frameworks also enable a DevOps approach to application development by cleanly separating concerns between operations and development teams. But running multi-container, multi-server apps with containers is very hard. You have to learn five new and different technologies and best practices (libswarm, sy...
SYS-CON Events announced today that DragonGlass, an enterprise search platform, will exhibit at SYS-CON's 16th International Cloud Expo®, which will take place on June 9-11, 2015, at the Javits Center in New York City, NY. After eleven years of designing and building custom applications, OpenCrowd has launched DragonGlass, a cloud-based platform that enables the development of search-based applications. These are a new breed of applications that utilize a search index as their backbone for data retrieval. They can easily adapt to new data sets and provide access to both structured and unstruc...
Converging digital disruptions is creating a major sea change - Cisco calls this the Internet of Everything (IoE). IoE is the network connection of People, Process, Data and Things, fueled by Cloud, Mobile, Social, Analytics and Security, and it represents a $19Trillion value-at-stake over the next 10 years. In her keynote at @ThingsExpo, Manjula Talreja, VP of Cisco Consulting Services, will discuss IoE and the enormous opportunities it provides to public and private firms alike. She will share what businesses must do to thrive in the IoE economy, citing examples from several industry sector...
With major technology companies and startups seriously embracing IoT strategies, now is the perfect time to attend @ThingsExpo in Silicon Valley. Learn what is going on, contribute to the discussions, and ensure that your enterprise is as "IoT-Ready" as it can be! Internet of @ThingsExpo, taking place Nov 3-5, 2015, at the Santa Clara Convention Center in Santa Clara, CA, is co-located with 17th Cloud Expo and will feature technical sessions from a rock star conference faculty and the leading industry players in the world. The Internet of Things (IoT) is the most profound change in personal an...
The security devil is always in the details of the attack: the ones you've endured, the ones you prepare yourself to fend off, and the ones that, you fear, will catch you completely unaware and defenseless. The Internet of Things (IoT) is nothing if not an endless proliferation of details. It's the vision of a world in which continuous Internet connectivity and addressability is embedded into a growing range of human artifacts, into the natural world, and even into our smartphones, appliances, and physical persons. In the IoT vision, every new "thing" - sensor, actuator, data source, data con...
Disruptive macro trends in technology are impacting and dramatically changing the "art of the possible" relative to supply chain management practices through the innovative use of IoT, cloud, machine learning and Big Data to enable connected ecosystems of engagement. Enterprise informatics can now move beyond point solutions that merely monitor the past and implement integrated enterprise fabrics that enable end-to-end supply chain visibility to improve customer service delivery and optimize supplier management. Learn about enterprise architecture strategies for designing connected systems tha...
There's Big Data, then there's really Big Data from the Internet of Things. IoT is evolving to include many data possibilities like new types of event, log and network data. The volumes are enormous, generating tens of billions of logs per day, which raise data challenges. Early IoT deployments are relying heavily on both the cloud and managed service providers to navigate these challenges. In her session at Big Data Expo®, Hannah Smalltree, Director at Treasure Data, discussed how IoT, Big Data and deployments are processing massive data volumes from wearables, utilities and other machines...
SYS-CON Events announced today that the "First Containers & Microservices Conference" will take place June 9-11, 2015, at the Javits Center in New York City. The “Second Containers & Microservices Conference” will take place November 3-5, 2015, at Santa Clara Convention Center, Santa Clara, CA. Containers and microservices have become topics of intense interest throughout the cloud developer and enterprise IT communities.
Buzzword alert: Microservices and IoT at a DevOps conference? What could possibly go wrong? In this Power Panel at DevOps Summit, moderated by Jason Bloomberg, the leading expert on architecting agility for the enterprise and president of Intellyx, panelists will peel away the buzz and discuss the important architectural principles behind implementing IoT solutions for the enterprise. As remote IoT devices and sensors become increasingly intelligent, they become part of our distributed cloud environment, and we must architect and code accordingly. At the very least, you'll have no problem fil...
IoT is still a vague buzzword for many people. In his session at @ThingsExpo, Mike Kavis, Vice President & Principal Cloud Architect at Cloud Technology Partners, discussed the business value of IoT that goes far beyond the general public's perception that IoT is all about wearables and home consumer services. He also discussed how IoT is perceived by investors and how venture capitalist access this space. Other topics discussed were barriers to success, what is new, what is old, and what the future may hold. Mike Kavis is Vice President & Principal Cloud Architect at Cloud Technology Pa...
SYS-CON Events announced today that MetraTech, now part of Ericsson, has been named “Silver Sponsor” of SYS-CON's 16th International Cloud Expo®, which will take place on June 9–11, 2015, at the Javits Center in New York, NY. Ericsson is the driving force behind the Networked Society- a world leader in communications infrastructure, software and services. Some 40% of the world’s mobile traffic runs through networks Ericsson has supplied, serving more than 2.5 billion subscribers.
The 4th International Internet of @ThingsExpo, co-located with the 17th International Cloud Expo - to be held November 3-5, 2015, at the Santa Clara Convention Center in Santa Clara, CA - announces that its Call for Papers is open. The Internet of Things (IoT) is the biggest idea since the creation of the Worldwide Web more than 20 years ago.
The 17th International Cloud Expo has announced that its Call for Papers is open. 17th International Cloud Expo, to be held November 3-5, 2015, at the Santa Clara Convention Center in Santa Clara, CA, brings together Cloud Computing, APM, APIs, Microservices, Security, Big Data, Internet of Things, DevOps and WebRTC to one location. With cloud computing driving a higher percentage of enterprise IT budgets every year, it becomes increasingly important to plant your flag in this fast-expanding business opportunity. Submit your speaking proposal today!
Since 2008 and for the first time in history, more than half of humans live in urban areas, urging cities to become “smart.” Today, cities can leverage the wide availability of smartphones combined with new technologies such as Beacons or NFC to connect their urban furniture and environment to create citizen-first services that improve transportation, way-finding and information delivery. In her session at @ThingsExpo, Laetitia Gazel-Anthoine, CEO of Connecthings, will focus on successful use cases.
The explosion of connected devices / sensors is creating an ever-expanding set of new and valuable data. In parallel the emerging capability of Big Data technologies to store, access, analyze, and react to this data is producing changes in business models under the umbrella of the Internet of Things (IoT). In particular within the Insurance industry, IoT appears positioned to enable deep changes by altering relationships between insurers, distributors, and the insured. In his session at @ThingsExpo, Michael Sick, a Senior Manager and Big Data Architect within Ernst and Young's Financial Servi...
The recent trends like cloud computing, social, mobile and Internet of Things are forcing enterprises to modernize in order to compete in the competitive globalized markets. However, enterprises are approaching newer technologies with a more silo-ed way, gaining only sub optimal benefits. The Modern Enterprise model is presented as a newer way to think of enterprise IT, which takes a more holistic approach to embracing modern technologies.
One of the biggest impacts of the Internet of Things is and will continue to be on data; specifically data volume, management and usage. Companies are scrambling to adapt to this new and unpredictable data reality with legacy infrastructure that cannot handle the speed and volume of data. In his session at @ThingsExpo, Don DeLoach, CEO and president of Infobright, will discuss how companies need to rethink their data infrastructure to participate in the IoT, including: Data storage: Understanding the kinds of data: structured, unstructured, big/small? Analytics: What kinds and how responsiv...