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ABOUT VISIONMOBILEVisionMobile is the leading analyst company in the developer economy, tracking mobile & IoT developer trends via the largest, most comprehensive developer surveys worldwide.

Reaching out to 30,000 software developers incl. app (ie mobile) developers in over 150 countries, VisionMobile touches upon a wide range of sectors from Mobile and IoT to AV/VR and Machine Learning.

We help the world understand developers and developers understand the world.

TABLE OF CONTENTS1. Desktop Developers in Context

• The desktop is here to stay• Are your future developers currently building for the desktop?

6. What Languages Are Each Segment Using?

• If they’re coding for fun...• Or in it for the money...• Improving their business...• Or building a new one...

7. The Right Tools for Di�erent Jobs• If they’re coding for fun...• Or in it for the money...• Improving their business...• Or building a new one...

8. Desktop Developers and Money• Aligning with your target market• Desktop developer revenues• Desktop revenue models

9. Understanding Segments Through Their Customers

• It’s not shiny any more• Extending the life of the desktop

2. A State-of-the-Art Segmentation Model

• Desktop developer psychology

3. The 8 Segments of the Desktop Developer Population

• Self-improvers• Revenue seekers• The business improvers

4. Segment Success Formulas and Top Motivators

• What gets desktop developers out of bed in the morning?• What success means across the segments• The psychographic lens

5. The Web Has Won on the Desktop… or has it?

• Segment platform preferences

ABOUT THIS REPORT

METHODOLOGY

Although mobile apps, IoT, messaging bots, and augmented and virtual reality development are the focus of attention for the media, the humble desktop is where the most money is still being made in software and, for now at least, where the most developers are still working.

Our proven, state-of-the-art developer segmentation model is the ultimate marketing tool for everyone interested in catching the attention of desktop developers - from developer product managers to developer outreach teams. Packed with deep and actionable insights, our Desktop Developer Segmentation report can help you optimize the value proposition of your developer products, identify the type of developers you are best positioned to be targeting and maximise the e�ectiveness of your developer targeting & outreach strategy.

The Desktop Developer Segmentation addresses the following questions :

What motivates desktop developers? How do the segments’ di�erent goals influence their choices of platforms, languages, tools and app categories? How do they define success? How many desktop developers are also building mobile apps, cloud services, or IoT solutions? How much experience do they have with each?

Developer Economics 10th edition reached an impressive 21,000+ respondents from 150 countries around the world. As such, it is the most global research on mobile, desktop, IoT and cloud developers combined ever conducted. This report is based on a large-scale online developer survey designed, produced and carried out by VisionMobile over a period of six weeks between October and November 2015.

Respondents were asked to self-identify as mobile, desktop, IoT or cloud developers, or a combination of those. Over 17,000 developers indicated involvement in desktop apps, out of which 2,569 were asked detailed questions on their role as desktop developers. This group is the basis of our analysis throughout this report. We consider everyone who is involved in the production cycle of a desktop app or website to be a desktop developer, whether or not they are writing code. This includes team leaders and other decision makers.

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vmob.me/DesktopSegments