Sip From The Firehose Wednesday, October 22, 2003 Scotts Valley, CA

There are only 10 days until the Borland Conference USA starts in San Jose California on Saturday November 1st. There are so many reasons to be at the conference including product announcemtns, the more than 200 technical sessions, industry experts, Borland engineers, great keynote speakers, sponsors and exhibitors, and more. Here are just a few of the reasons for being in San Jose. You'll kick yourself for missing the opportunity to learn new skills and stay on the forefront of the complete software development process.

Top 15 reasons to attend the 2003 Borland Conference USA

San Jose, California - November 1-5, 2003
http://info.borland.com/conf2003/

15 - 50% discount on selected products for attendees can easily cover your conference costs.
14 - Windows, Java, .NET Framework, Mobile, Linux, Solaris, and more all under one roof.
13 - Find out how to make your J2EE and .NET apps SCREAM !
12 - Leverage state-of-the-art development solutions that work with the technologies and processes you use today.
11 - Understand how you can reduce the risk of failure (or lengthy delays at best)
10 - Realize the benefits of a truly collaborative development solution
9 - Learn from Borland's 20 years of expertise in software development solutions
8 - It's the One and ONLY conference in the industry that addresses the full Application Lifecycle from requirement to design to development to test to deployment.
7 - Increase your group's ability to meet Six Sigma metrics.
6 - Achieve CMM level 3 with Borland solutions
5 - Easily integrate your J2EE and .NET enterprise infrastructures
4 - Reduce development and delivery times by a 10x factor
3 - Cut development costs by 80% or more
2 - Achieve a double digit increase in productivity
1 - Learn how to Build Better Software, Faster

Keynote Speakers

David Treadwell
General Manager, Microsoft .NET Developer Platform Team
Monday, 11:30am to 12:30pm

Please join us as David Treadwell, General Manager of the .NET Developer Platform Division explores the Past, Present & Future of Development on Windows Platforms. See how the .NET Framework and managed code are helping developers build cutting edge solutions today and leverage future platform enhancements tomorrow.

David Treadwell is currently the General Manager for Microsoft's .NET Developer Platform team, part of the Developer Division. The .NET Developer Platform team is responsible for the .NET Framework and Common Language Runtime (CLR), the core runtime platform of .NET, the .NET Compact Framework which brings the platform to small devices, the Web Services Runtime (including GXA), and the Microsoft Shared Source Common Language Infrastructure, which makes the platform, including underlying source, available on several operating system platforms. Prior to his current role, Mr. Treadwell was a developer for file server and TCP/IP technologies in Windows NT, the development manager for Internet Information Server (IIS), and played an important role in the establishment of Microsoft's .NET strategy for developers. Mr. Treadwell graduated from Princeton University in 1989 with a BSEE.

Jonathan Schwartz
Executive Vice President, Sun Software Group
Tuesday, 11:30am to 12:30pm

Redefining the Software Industry

As executive vice president of Sun's Software Group, Jonathan Schwartz, 36, leads the company's new unified software business and focus. Sun's market leading software organization is one of the largest in the industry, responsible for the Solaris Operating Environment, at the heart of today's platform, the standard bearer from cell phones to datacenters; and the Sun Open Net Environment (Sun ONE) family of middleware and software solutions.

Previously, as Chief Strategy Officer, Schwartz directed Sun's long-range planning and corporate development activities, including mergers and acquisitions, Sun's venture capital portfolio, and the oversight of strategic initiatives, including the Liberty Alliance, an industry alliance to promote standards around network identity. Previously, Schwartz headed Sun's investment group, and ran Sun's development tools and Java product marketing organizations.

Before joining Sun in 1996, Schwartz was chief executive officer of Lighthouse Design, Ltd., which Sun acquired. He began his career as a consultant with McKinsey & Co., Inc., serving financial services companies.

Schwartz is on the board of directors of Dorado Corporation. He holds degrees in economics and mathematics from Wesleyan University.

General Sessions

Build Better Software Faster with Borland ALM Solutions
Monday, November 3, 2003, 8:00am - 9:45am

Management of the application lifecycle starts with all the different actors in the project. While there is no universal agreement on all the different roles that can be identified, most agree that these types will be present in some form. The Borland rendering of the application lifecycle is highly iterative (not sequential), integrated (vs. segregated), and innovative with its focus on tying individual tools together to enable all actors on the team to work together. By seamlessly integrating best-of-class products, Borland enables the entire development team to collaborate, reflect, and react to each other's work in real time. Everyone, the analyst, architect, developer, tester, deployment group, and manager become faster and more productive. This session covers the products and best practices for Define, Design, Develop, Test, Deploy, and Change Management. Borland is the only software independent company that provides industry leading, comprehensive, and integrated Application Lifecycle solutions for Java, the Microsoft .NET Framework, and C++.
Speakers will include: Thomas Murphy - META Group Inc. Sr. Program Director, Research Services.

Enterprise Computing with J2EE and .NET
Tuesday, November 4, 2003, 8:00am - 9:45am

The two leading contenders for Enterprise computing platforms are J2EE and the Microsoft .NET Framework. Most industry analysts and customers agree that both will co-exist in corporate infrastructures. Integration has become a top-of-mind concern with IT executives today, because it impacts business performance on all levels. Technology, people, and processes must come together to align with strategic, operational, and tactical business initiatives. New technologies, and new methods for taking advantage of them, are constantly being developed. Change is inevitable. Organizations adopt different technologies to address different business needs -- its common for companies to have multiple applications, on multiple platforms, across multiple departments. Today, CORBA, Java and J2EE, and now the Microsoft .NET Framework are in use, each with their own strengths and weaknesses. Organizations are looking for ways to get the best of all worlds by making these technologies work together. In this session, we show you how. Borland is the only independent software company that has industry leading products for both J2EE and the Microsoft .NET Framework.
Speakers will include: John Montgomery - Microsoft Corp. Product Mgr. - .NET Developer Division and a representative from Intel.

Developing for Future Computing Platforms
Wednesday, November 5, 2003, 8:00am - 9:15am

To remain competitive and become more agile, an enterprise must gather data as swiftly as possible and disperse timely information to those who need it (decision makers, employees, or customers) wherever they may be. Trends indicate that by the year 2007 more than 50 percent of enterprises will be implementing mobile solutions for their workforce. Organizations are extending their business infrastructures and applications to include mobile, personal devices, embedded systems, and other non-traditional computing platforms. Their development teams are looking to build end-to-end solutions across these heterogeneous targets. Evans Data reports that corporate enterprise accounts for 28 percent of all wireless development with most effort focused around applications addressing mobile email, wireless portals, sales force automation, mobile positioning, and customer relationship management. Moreover, IDC estimates that by the end of 2006, two thirds of the US worker population will be made up of people who are classified as mobile workers. This session shows you how to use Java and C++ to extend applications to these future computing platforms. Borland is the only independent software company that provides best-of-breed Java and C++ solutions for all major mobile and device platforms.
Speakers will include: Jari Suutarinen, Nokia Director, Applications and Services.

And More !!!

It's not too late. You can still register online or just come to the San Jose Convention Center. All of the conference information is online at http://info.borland.com/conf2003/.

Borland - Excellence Endures

David Intersimone
Vice President, Developer Relations and Chief Evangelist
Borland Software Corporation
davidi@borland.com