Bill Roth, VP BEA Workshop Business Unit, BEA Systems - This talk will discuss a theory of the evolution of technology product markets and why, without factoring in the needs of developers, you will be doomed to failure. This talk will start with a discussion of how product marketing is changing in the face of several trends, including open source development and new means of communication. This talk will conclude with a look at how one company does developer marketing and how it uses new methods of communications to communication with important customers.

Speaker Bio
Bill Roth is responsible for delivering the BEA Workshop for the Java product line to the market. An 18-year industry veteran, Roth most recently worked at CRM software provider, Epiphany, as chief technology evangelist. Prior to Epiphany, Roth held several key marketing positions at Sun Microsystems where he was responsible for product marketing and product management for J2EE and for SunONE developer marketing. Roth was also instrumental in the launch and community building for OpenOffice.org.