Welcome!

Containers Expo Blog Authors: Mehdi Daoudi, Carmen Gonzalez, Elizabeth White, Aruna Ravichandran, Liz McMillan

Related Topics: Microservices Expo, Java IoT, Microsoft Cloud, Linux Containers, Containers Expo Blog, SDN Journal

Microservices Expo: 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, Lead Content Strategist/Writer at Tricentis, writes about software testing and the SDLC—specializing in continuous testing, functional/API testing, DevOps, Agile, and service virtualization. She has written articles for publications including SD Times, Stickyminds, InfoQ, ComputerWorld, IEEE Computer, and Dr. Dobb's Journal. She also co-authored and ghostwritten several books on software development and testing for Wiley and Wiley-IEEE Press. Dunlop holds a BA from UCLA and an MA from Washington State University.

@ThingsExpo Stories
"There's a growing demand from users for things to be faster. When you think about all the transactions or interactions users will have with your product and everything that is between those transactions and interactions - what drives us at Catchpoint Systems is the idea to measure that and to analyze it," explained Leo Vasiliou, Director of Web Performance Engineering at Catchpoint Systems, in this SYS-CON.tv interview at 18th Cloud Expo, held June 7-9, 2016, at the Javits Center in New York Ci...
The 20th International Cloud Expo has announced that its Call for Papers is open. Cloud Expo, to be held June 6-8, 2017, at the Javits Center in New York City, brings together Cloud Computing, Big Data, Internet of Things, DevOps, Containers, Microservices 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 ...
20th Cloud Expo, taking place June 6-8, 2017, at the Javits Center in New York City, NY, will feature technical sessions from a rock star conference faculty and the leading industry players in the world. Cloud computing is now being embraced by a majority of enterprises of all sizes. Yesterday's debate about public vs. private has transformed into the reality of hybrid cloud: a recent survey shows that 74% of enterprises have a hybrid cloud strategy.
In the next five to ten years, millions, if not billions of things will become smarter. This smartness goes beyond connected things in our homes like the fridge, thermostat and fancy lighting, and into heavily regulated industries including aerospace, pharmaceutical/medical devices and energy. “Smartness” will embed itself within individual products that are part of our daily lives. We will engage with smart products - learning from them, informing them, and communicating with them. Smart produc...
Internet of @ThingsExpo, taking place June 6-8, 2017 at the Javits Center in New York City, New York, is co-located with the 20th International Cloud Expo and will feature technical sessions from a rock star conference faculty and the leading industry players in the world. @ThingsExpo New York Call for Papers is now open.
SYS-CON Events announced today that Catchpoint, a leading digital experience intelligence company, has been named “Silver Sponsor” of SYS-CON's 20th International Cloud Expo®, which will take place on June 6-8, 2017, at the Javits Center in New York City, NY. Catchpoint Systems is a leading Digital Performance Analytics company that provides unparalleled insight into your customer-critical services to help you consistently deliver an amazing customer experience. Designed for digital business, C...
More and more brands have jumped on the IoT bandwagon. We have an excess of wearables – activity trackers, smartwatches, smart glasses and sneakers, and more that track seemingly endless datapoints. However, most consumers have no idea what “IoT” means. Creating more wearables that track data shouldn't be the aim of brands; delivering meaningful, tangible relevance to their users should be. We're in a period in which the IoT pendulum is still swinging. Initially, it swung toward "smart for smart...
WebRTC sits at the intersection between VoIP and the Web. As such, it poses some interesting challenges for those developing services on top of it, but also for those who need to test and monitor these services. In his session at WebRTC Summit, Tsahi Levent-Levi, co-founder of testRTC, reviewed the various challenges posed by WebRTC when it comes to testing and monitoring and on ways to overcome them.
The emerging Internet of Everything creates tremendous new opportunities for customer engagement and business model innovation. However, enterprises must overcome a number of critical challenges to bring these new solutions to market. In his session at @ThingsExpo, Michael Martin, CTO/CIO at nfrastructure, outlined these key challenges and recommended approaches for overcoming them to achieve speed and agility in the design, development and implementation of Internet of Everything solutions with...
Every successful software product evolves from an idea to an enterprise system. Notably, the same way is passed by the product owner's company. In his session at 20th Cloud Expo, Oleg Lola, CEO of MobiDev, will provide a generalized overview of the evolution of a software product, the product owner, the needs that arise at various stages of this process, and the value brought by a software development partner to the product owner as a response to these needs.
In 2014, Amazon announced a new form of compute called Lambda. We didn't know it at the time, but this represented a fundamental shift in what we expect from cloud computing. Now, all of the major cloud computing vendors want to take part in this disruptive technology. In his session at 20th Cloud Expo, John Jelinek IV, a web developer at Linux Academy, will discuss why major players like AWS, Microsoft Azure, IBM Bluemix, and Google Cloud Platform are all trying to sidestep VMs and containers...
SYS-CON Events announced today that MobiDev, a client-oriented software development company, will exhibit at SYS-CON's 20th International Cloud Expo®, which will take place June 6-8, 2017, at the Javits Center in New York City, NY, and the 21st International Cloud Expo®, which will take place October 31-November 2, 2017, at the Santa Clara Convention Center in Santa Clara, CA. MobiDev is a software company that develops and delivers turn-key mobile apps, websites, web services, and complex softw...
Smart Cities are here to stay, but for their promise to be delivered, the data they produce must not be put in new siloes. In his session at @ThingsExpo, Mathias Herberts, Co-founder and CTO of Cityzen Data, discussed the best practices that will ensure a successful smart city journey.
Technology vendors and analysts are eager to paint a rosy picture of how wonderful IoT is and why your deployment will be great with the use of their products and services. While it is easy to showcase successful IoT solutions, identifying IoT systems that missed the mark or failed can often provide more in the way of key lessons learned. In his session at @ThingsExpo, Peter Vanderminden, Principal Industry Analyst for IoT & Digital Supply Chain to Flatiron Strategies, will focus on how IoT depl...
Big Data, cloud, analytics, contextual information, wearable tech, sensors, mobility, and WebRTC: together, these advances have created a perfect storm of technologies that are disrupting and transforming classic communications models and ecosystems. In his session at @ThingsExpo, Erik Perotti, Senior Manager of New Ventures on Plantronics’ Innovation team, provided an overview of this technological shift, including associated business and consumer communications impacts, and opportunities it m...
Manufacturers are embracing the Industrial Internet the same way consumers are leveraging Fitbits – to improve overall health and wellness. Both can provide consistent measurement, visibility, and suggest performance improvements customized to help reach goals. Fitbit users can view real-time data and make adjustments to increase their activity. In his session at @ThingsExpo, Mark Bernardo Professional Services Leader, Americas, at GE Digital, discussed how leveraging the Industrial Internet and...
"Tintri was started in 2008 with the express purpose of building a storage appliance that is ideal for virtualized environments. We support a lot of different hypervisor platforms from VMware to OpenStack to Hyper-V," explained Dan Florea, Director of Product Management at Tintri, in this SYS-CON.tv interview at 18th Cloud Expo, held June 7-9, 2016, at the Javits Center in New York City, NY.
There will be new vendors providing applications, middleware, and connected devices to support the thriving IoT ecosystem. This essentially means that electronic device manufacturers will also be in the software business. Many will be new to building embedded software or robust software. This creates an increased importance on software quality, particularly within the Industrial Internet of Things where business-critical applications are becoming dependent on products controlled by software. Qua...
Fact is, enterprises have significant legacy voice infrastructure that’s costly to replace with pure IP solutions. How can we bring this analog infrastructure into our shiny new cloud applications? There are proven methods to bind both legacy voice applications and traditional PSTN audio into cloud-based applications and services at a carrier scale. Some of the most successful implementations leverage WebRTC, WebSockets, SIP and other open source technologies. In his session at @ThingsExpo, Da...
A critical component of any IoT project is what to do with all the data being generated. This data needs to be captured, processed, structured, and stored in a way to facilitate different kinds of queries. Traditional data warehouse and analytical systems are mature technologies that can be used to handle certain kinds of queries, but they are not always well suited to many problems, particularly when there is a need for real-time insights.