So I bought a nice computer with Windows Vista Home Premium -as usual and some useless stuff like a remote and MediaCenter. I tried it few days and Vista did its magic -slowing down the newest computer even faster than I thought- so I moved to Windows 7 (64 bits version) -Oh Yeah it is like Windows Vista but better (like G.M. TV commercials with their cars).

A week ago, and after doing a realistic evaluation of my computing needs I decided to switch to Ubuntu 9.04 (64 bits version) and mount a VM with Windows XP Home to keep testing on Internet Explorer 6.0. It was a HUGE improvement in performance – I just remembered D.O.S. days when programs run immediately after being called. Ubuntu offers a lot of advantages in compare to Windows, but obviously we are so attached to Microsoft pseudo-world that just thinking on the switch could be a nightmare. I will not debate on architecture, security or speed. I’ll say this as clear as possible. If you do not have to use MS products like Exchange, or you do not have to use speciallized software that runs on Windows -like AutoCAD or Adobe CS4- you can just switch without fair, it will be the reinvention of the computer processing performance.

There are a lot of Linux Distributions in the market -like Ubuntu- but I have to say that Ubuntu is for soft-users and not hard-crazy linux fans. Ubuntu is nice, is really REALLY REALLY easy to install and if you aren’t sure about replacing your desktop with it, you can try Wubi -it installs Ubuntu as a Windows application -WOW!

Just to clarify, I had been using Ubuntu and other linux distributions for a long time (Fedora is another one) but it is the first time I decided to switch to Linux WITHOUT a Windows partition. My wife -who is a dentist- hates its portable due to its response time, and I did all the normal-not-so-risky tasks to speed up its XPS 1210 (that used to be mine) with Windows XP Home Edition, today we had our first class about linux and she is so happy about the speed and performance, and also the virus/crappy-sw situation that isn’t a critical issue on Ubuntu (Linux) so she is thinking seriously about moving to Ubuntu her portable too.

“So, if you’re using Windows and want to ditch it, click here to begin a less stressful life”

IMPORTANT NOTE: I decided to write this post when a friend of mine sent me a link to a post who has the same title of this one. Thanks to Gregory Ferenstein for such inspiring post -I did’t move to Linux because of his post, but I makes me feel like “I’m not alone, I’m not just a crazy guy that hates Microsoft, I’m not a linux fanboy… we are just right about Windows: it sucks!“

• Seam Framework -great tool
• Django -for Python developers.
• CakePHP
• Code Igniter
• Symfony
• Zend Framework

The list could be huge, but the main point is not to check them all but to provide few tips to start a Web-based project and choose the right tool.

The .NET and Java mistakes
I do love Java, I’m a fan-boy of JEE technology and portability but, I’ve to say, even if it hurts, Java is a huge rock. It means you need to have a huge infrastructure, a huge processing capacity and a lot of tools to start a JEE project. Why? Let’s face it, you need more than your imagination to start a project and it isn’t easy nor cheap to find a great hosting solution, to properly setup an environment for development (with sandbox and preproduction/test environments). Even if your project is really small it is a good idea not to have the test environment on the developer computer -I hope you don’t think this is a joke, it happens ALL the time.

So, instead of being easy to start with a basis, you have to deal with complex configuration problems -it is good to have all those options if you are on a banking/financial project with a couple millions as budget, but in a real economic-crisis world you should look for “point-n-shoot” solutions -if you know what I meant.

The Apache Friends
So you have a lot of alternatives on the Apache HTTPD side, with PHP (the popular), Perl (the bad cousin), Python (the genius), RoR (the cocky brother) and all others.

I’m not a scripter guy, the compiling hell is for me but, the simplicity shows us that you don’t have to deal with complexity all the time for Web projects. So, give non-corporate-supported technologies a chance. It was hard to me, but they worked faster and cheaper than expected -there is not measure to say better. It is cheaper to create a top-class development and testing environment and work with remote teams if you use open solutions -not necessarily open source. It is not all about the language you love, the server you own, the database that rules the world. It is about cost, simplicity and efficiency. It is easier to get/hire great developers on these tools than for Java – .NET is for chickens and everybody knows it (check this article if you do not believe me). Software development is not about coding, is about solving, that’s what Microsoft doesn’t understand. They code a lot but they do not solve too much, right? You should notice since Windows 95 and the coming of the Blue Screen ERA!

The Automagic
Before I became a senior developer I worked migrating some applications from Oracle Forms and PowerBuilder to J2EE -we used to put a horrible 2 in the middle few years ago. And those tools were great for the task they were created. So it took almost a decade to have those tools on the Web -and they do not work as fine as those mentioned. However, the Automagic isn’t new at all. ActiveRecord exists since, I don’t know, the Z81 maybe? He He He!

So now we have tools that reverse the database and create ORM models, pre-formatted pages and objects that speed up -years- the development. So you can concentrate in other IMPORTANT STUFF like, User Experience (UX), Information Architecture (IA) and the forgotten design.

The generated code is clean as possible (I remember the JBuilder and its generated & encrypted code). And this is thanks to the separation of concerns and excellent pattern implementations – the commonly used for the Web is the MVC supported with other ones like ActiveRecord and IoC, but you can find a whole universe on each platform and framework – I do have an old poster of J2EE patterns as wallpaper for example!

The Verdict
Before fan-boys appears into the scene while you are deciding what platform should use, please take a look to the ones you probably will not look at -don’t waste your time with .NET . During these 7 (should I said 8?) years working on Web development I’ve noticed that only big companies uses robust (slow development) platforms like Java and .NET -by big  companies I meant with more than couple billions of dollars on their budgets. They spent a lot of money in servers and infrastructure and ironically most of the time they use always versions old versions of platforms, servers, databases and all. So even if they spent a lot of money they cannot move as fast as it happens with the technology. Microsoft still produces Adobe Flash banners right, even if they have their own Silverlight. And it also happens with JavaFX. When you develop Flash components some companies still requests Flash 6 or 7, when we all know that we have version 9 and 10 running on most of the computers on the web. But hey, they want to be sure and even those computers that are off since 1995 can see them! – why?

Before you spent more then 6 months working on a project without a single release -could be a partial one, but functional- keep in mind that probably it will take other 6 months before you see the product/result you are expecting. Automagic means fast, so I hope you do not spend more time thinking on if you should or not, and how, than coding… Otherwise it will demostrate my point

Next time you should set the expectation acordingly -you can have the release one day after, and align communications plan to avoid misunderstaning -could be Launch at 12M EST or something like that. It will be good to put the MAINTENANCE MODE on the site And suddenly launch the new version -i will prefer that than see things changing during the whole day -it becomes like my girlfriend, she takes hours to get ready to exit.

Also I would like to say thanks to Studiocom management team, Maria Claudia and Javier for all their support and willingness helping us with the location, the chairs, the video and sound. Thanks to IT Team for taking the time of setting all the stuff ready for our little event. Thanks to all Studiocom for participate and let us use their space.

This week is a king of crazy time for me. My boss is out -doing biz I hope – and I had to organize BogoTech and a presentation for the national association of Computer Engineers -ACIS. So there is only one more to go. I hope to meet you there (@ACIS Octuber 23th, 6:30pm)

Si yo fuera el CEO de una agencia de publicidad que quiere entender y aprehender la cuestión “Digital” pensaría en lo siguiente – y lo digo con pleno conocimiento de Ingeniero de Sistemas obtuso y cuadriculado.

Digital no es una página Web

La diferencia entre una verdadera agencia digital y una empresa “hacedora” de páginas Web hace la diferencia. Las Agencias comprenden que la verdadera ventaja esta en el diferencial, en el Big Idea. Soporte sus ideas con verdaderas estrategias digitales, no piense en la página Web.

Digital requiere skills

No es llamar a dos “pelaos” para que le saquen “la” página Web. Su estrategia requiere verdaderos expertos. Si su empresa no esta en capacidad de contratarlos y mantenerlos contentos, busque aliados. Empresas dedicadas al desarrollo de software hay cientos de miles, así que busque bien. Entienda lo que significan los SLA -acuerdos de nivel de servicios. Busque profesionales certificados -no sólo en programación también en dirección y coordinación de proyectos, en procesos de software como CMM o Scrum.

Digital esta asociado a productos de software

Los productos TIENEN UN CICLO DE VIDA DIFERENTE AL DE LA CAMPAÑA O INICIATIVA O ACTIVACIÓN. Muchas empresas no comprenden esto, y creen que lo que se dice es broma. Los productos de software son productos, y por lo tanto su ciclo de vida no puede -en beneficio del negocio y su relación comercial a largo plazo- estar ligado a una campaña. Lo bello de esto es que demuestra 100% de los casos que el ser humano es el único animal que repite sus errores siguiendo los mismos pasos.

Hace poco leí en un libro algo similar a “si quieres que tu vida cambie, ¿por qué sigues haciendo lo mismo cada día? ¿acaso esperas un resultado diferente?”. Que cierto es, y para apropiar este concepto a la idea general de los productos de software, lo simplificaré a: “si su campaña no tiene presupuestado el desarrollo de un producto de software ¿por qué insiste en desarrollarlo?”.

El 110% de las necesidades de software están resueltas para esta industria. ¿Por qué insisten las Agencias, que no tienen la capacidad ni la experiencia para desarrollar productos de software, como un MMOG o un CMS. ¿Quién sabe? Seguramente se debe a la matemática veloz del vendedor: más horas de trabajo significan más dinero para la empresa. Claro, este vendedor no comprende, y no lo culpo por que nadie lo ha definido en el modelo de negocio, que el cliente paga por la campaña, no por el producto asociado.

Capacite a su equipo y de paso a usted mismo

Si sigue en su empeño de desarrollar software, mantenga el esfuerzo lo más bajo posible, recuerde que NO ES SU NEGOCIO desarrollar software. Tenga verdaderos expertos en los temas que usted requiere. Siempre es mejor un experto que 100 buenos programadores.

Capacite a su equipo de coordinación y dirección, capacítese usted en nuevas tecnologías y tendencias, abra sus ojos para ver más allá de “la” página Web.

Defina una estrategia de combate

Por último, pero no menos importante, defina como quiere manejar el negocio. Para eso responda las siguientes preguntas:

1. ¿Tiene o puede conseguir el equipo para desarrollar software? -líderes, programadores, arquitectos, diseñadores de software, gerentes de proyecto, equipo de soporte, entre muchos otros.
2. ¿Tiene la infraestructura para soportar un verdadero proceso de software? -servidores, respaldo, continuidad del negocio, recuperación ante fallas, soporte 7×24, control de versiones, sistema de gestión de trabajo, metodología, procesos, entre otros miles.
3. ¿Quiere lidiar con el tema de calidad del software? -no importa si su campaña es un éxito total, si no ha habido otra iniciativa más exitosa, el ciclo de vida del producto es mayor y por lo tanto puede arruinar su relación comercial en el largo plazo.

Mi recomendación es que, de acuerdo con sus respuestas, evalúe los siguientes modelos.

1. Productor de software. La empresa está en capacidad de producir productos de software y mantenerlos en el largo plazo -sin depender de los clientes o campañas de turno.
2. Experto en implementaciones. La empresa no produce software pero ofrece soluciones completas apoyada en el uso de productos de software de terceros. Por ejemplo: Su empresa desarrolla portales corporativos y el producto que soporta su operación es producido por otra compañía. Su empresa se limita a modificar -de forma mínima- y a sacarle el máximo provecho en función de las necesidades de los clientes. Nota: Este es mi modelo favorito, para que reinventar la rueda, si ya la venden en la tienda, y a veces ni siquiera la venden, ES GRATIS!
3. Aliado. La empresa ofrece soluciones a la medida, pero cuenta con un aliado de negocios que ofrece servicios de desarrollo a la medida. Nota: Este no requiere explicación pero sí una coordinación magistral entre los proveedores para evitar complicaciones durante el desarrollo de los proyectos

¿Qué haría yo para ver resultados rápidamente?

1. Complementaría mi equipo de creativos tradicionales con expertos en temas digitales, buscaría creativos con pleno conocimiento del tema que me ayudaran a “predicar la palabra”. Los creativos a los que no les interesa el tema digital tienen sus días contados.
2. Evaluaría el perfil de mis clientes y las necesidades existentes para considerar 2 o 3 -NO MÁS- productos de software que pudieran complementar e integrarse perfectamente a mis iniciativas y propuestas. Por productos me refiero a tipos de producto como un CMS para administrar los contenidos, Blogs para evaluar o resolver esquemas de comunicación directa, Networking para fortalecer relaciones comerciales, MMOG si mis clientes están interesados en los juegos en línea.
3. Reclutaría expertos en tecnologías asociadas a los productos de software mencionados -en este caso ya hablaríamos de productos, CMS => Drupal, Blog => WordPress, MMOG => DarkStar, Networking => Dolphin. Es curioso pero alguien notó que sólo mencioné software gratuito?
4. Evaluaría el esfuerzo requierido para implementar las soluciones con el equipo que tengo. Si es posible o si requiero más personas para trabajar, con nuevos skills -considero desde luego que el ciclo de estos productos no es inferior a 2 años y descarto si los clientes y sus campañas perduran el mismo tiempo.
5. Evaluaría proveedores -incluso cuando ya tengo expertos en esos temas en mi empresa, ellos serán de vital importancia para planear y evaluar el esfuerzo por el que le pagaré a mis proveedores.
6. Todo esto seguiría un proceso definido, claro y DOCUMENTADO. Para evitar situaciones que de seguro nos pasan a todos: ¿Quién definió esto? ¿Y para qué? ¿El cliente aprobó esto? ¿Esto hay que hacerlo?
7. Finalmente, ofrecería soluciones completas. Gran parte del dinero presupuestado en un proyecto es gastado en integrar. Las Agencias producen A, el cliente tienen la infraestructura B y queremos que todo funcione sin importar nada. El problema esta en migrar A de un ambiente controlado por la Agencia a B, un ambiente controlado por el cliente. Esto SI que es un VERDADERO dolor de cabeza y, sin importar cuan diligente sea su equipo y proceso, los errores o inconvenientes presentes en el proceso son SU CULPA… o espera que el cliente asuma la responsabilidad? Se imagina a su equipo de IT -que en una agencia es medio personaje que también codifica en su otro medio tiempo- instalando Google Mail? o Facebook? o MySpace? No le haga lo mismo a sus clientes, ofrezca soluciones completas.

La publicidad es a los productos, lo que los abogados a las personas. Son tristemente necesarios. Los consumidores en su mayoría “somos” ignorantes ante nuestras propias necesidades, es decir: necesito un iPhone 3G? CLARO, necesito un iMac de más de 20″? PERO POR SUPUESTO. Quiero un Ferrari y si es posible darle la vuelta al mundo en una visión romántica mediocre WildOn. Simple: La publicidad ha sido eficaz conmigo y lo ha sido con mis padres y con los padres de mis padres.

Si el mundo no tuviera publicidad seguramente Nike y Naik, Diesel y Dyesel, Sony y Coby serían lo mismo a la hora de ir a comprar en el almacén. Pero no!

La revolución de los consumidores

No todo es malo, los consumidores como humanos hacen parte inevitable de la evolución la especie y con la modernidad y el avance tecnológico han descubierto que Internet no es sólo para hacer la tarea, o saber si fulana esta buenísima, o para chismear a través de Carelibro (a.k.a Facebook).

Los consumidores han especializado sus consultas y perfilado sus intereses alrededor de grupos de consumidores y hoy en día la decisión de compra de un producto es alterada incluso por personas al otro lado del planeta.

Hace algunos años, un solo comercial de televisión impactaba directamente a los consumidores, hoy los consumidores ni siquiera vemos televisión, y si lo hacemos, vemos lo que queremos, no lo que nos presentan. El DVR, Apple TV y la televisión por demanda sobre Internet, han modificado radicalmente la percepción del consumidor y por lo tanto la pauta sobre el medio ha sufrido una transformación. James Bond  tomando Coke Zero -increíble, que pasó con el Martini agitado por no revuelto? Llegará el día en que los anuncios sucedan durante los programas como en “The Truman Show”.

Nuevos Medios

Algo deprimente y patético que ocurre en la industria de la publicidad y el mercadeo en Colombia -y por experiencia lo digo, en la región- es que una cosa es la estrategia publicitaria y otro la estrategia digital -vienen a mi mente algunas joyas dichas por directores creativos de agencias reconocidas: “hágame el favor, Internet es para hacer páginas, quién va a entrar a mirar eso… NADIE!”

Digital, es una evolución de medio, como sucedió con la televisión análoga y digital, y la publicidad sufre en nuestros días una transformación similar e IGUALMENTE acelerada. Digital no es algo externo o complementario, es parte intrínseca de la estrategia.

Digital no es Internet, es Internet, móviles, aplicaciones Stand-Alone para experiencias de inmersión, juegos de vídeo, contenidos sobre demanda, todo en nuestros días es digital! -es que tratar de explicar una diferencia cuando para mí no existe es difícil.

El problema de las Agencias

El problema de las Agencias es que si existe un antónimo para Creativo, ese es sin lugar a dudas “Coder” -y mis disculpas a los que se mueven en ambos mundos. Las Agencias, que se limitan a producir algo para excitar los sentidos -comerciales de TV y Radio, pancartas, promociones en PoP, buen lo básico sufren un gran dolor y una gran frustración al encontrar que en digital lo que más vende pero que menos importa en el mantenimiento a largo plazo es precisamente eso que excita a los sentidos.

Un comercial se produce y no tiene nada detrás, una vez ha sido filmado y producido, es almacenado y ejecutado las veces que sea necesario. Una pancarta es producida e instalada y no más fin de la historia.

Digital, supone el 90% de los casos un mantenimiento a largo plazo, control de versiones, bases de datos, servidores de aplicaciones, compilar, pruebas unitarias… en fin… un mundo de complicaciones y obscenidades que hacen felices a los obtusos ingenieros que, claro, como se la pasan en frente del computador y son tan aburridos y sin vida social.

Hace unos días presencié una discusión entre un Gerente de Cuenta de una empresa nacional muy importante y mi jefe donde decían: “es que este no es un cliente típico, tu sabes como son los ingenieros, todo lo quieren explicado, y con detalles, como si ya hubiéramos empezado el proyecto” -yo sólo pensaba, pero como quieren vender una idea si NO saben como la van a ejecutar? Tal vez esa pequeña situación que no duró más de cinco minutos puede explicar donde reside el problema general de la industria de la publicidad y el mercadeo digital.

Every time I present a conference about software development process or software project management I said: It should not be that way. Developers are passionated workers that love coding -otherwise they will not spend such amount of hours in front of a display!! right? – However, corporation era talks about how we can make people do more for less -this is the most awful expression of what corporation era is. However as “The Corporation” films presents, the whole idea is to drain workers capacity until they cannot produce as much as we want.

Bad Project Managers believes that good planning is to execute the project within the schedule -by schedule I meant, keep the deadlines. However, good planners knows that schedule is not about dates, is about effort, that can be translated into work hours -at this point I can include myself as Bad Project Manager. However I do sacrifice the deadline over the developers personal hours. Why? It is a simple thing, I believe that developers have code rush hours. I felt it that way when I was developer. I cannot be 100% of the time thinking on the same thing for more than 4 hours, but if I can concentrate -and the environment lets me- I can just immerse myself into “the matrix” (i.e. the only thing I see is code). Good experienced developers can do it faster and more times in a day than a rookie. Those hours will produce better lines of code and less errors than any other time. So why you push your developers to the edge if you will not have support of the quality of work?

Keep your coders working extra hours will not produce better software, will produce MORE lines of codes, but also, MORE errors, and for sure, MORE stress.

BTW. The link to the video “Hug a Developer Today! @ YouTube“

I’ve been working on digital agencies since I got my B.Sc. degree. It has been a long way working with several people who has been using the Internet as a marketing place. I’ve heard a lot of cool and fancy terms: from B2B, B2C, relational marketing, e-marketing to Web 2.0, Project Management 2.0, Business 3.0. But it is time to use this BS (blog space) to promote my own perception.

IMPORTANT NOTE: I have been working for small, mid, a big companies in Latin America, so when I wrote “my own perception” I meant “my own perception of the Latin America digital agencies’ business”.

The fact

The whole advertising industry is living a change Era. The digital life is here, and the most of the agencies do not have the power to deliver what is needed. However all of them want a slice of the pie. You can see it everywhere: Most of the cases those are only fancy names for business units with no more than three or four guys, sharing resources between other units, or with unskilled resources, expensive managers but cheap developers and digital designers (designers who deliver quality digital outcomes).  Few names are: Wunderman Interactive, iLeo, JWT Digital, Ogilvy Interactive, and the list goes on. I will not say those companies do not deliver their work, I say those companies do no have what they said they have, and for production items, it is ok, but for strategy purposes… ? Would you give your money to a financial consultant who do not have any expertise?

Most of the agencies do not have digital strategist or believes that anyone with a little understanding of what Web is -because uses a Hotmail account and knows who to unblock the PC without calling IT-  or what has been successful projects in other regions will work here -the Copy&Paste model”.

Most of the companies do not have PMO’s -even the company I work for, what a shame! . For some companies, even project manager is not a role. – PLOP. Colombian expression for a big WHAT?

Most of the companies believes that digital is like traditional and also believes that everything can be done. I can say, I’m a innovator, I really do like to innovate, it is my passion, I need to innovate to keep me motivated. However, innovation should be -on digital agencies- a conjunction of two ideas, the creative and the technical. It is a shame when creative leaders have a great idea, client services sell the idea to the client, the client approves the idea and then the execution cannot be done due to technical limitation or the most common scenario: it cannot be done as the client wants, within the time and cost – how does triple restriction sounds to you?.

Technical team has become the pariahs -IT Crowd TV Series?- and creative team believes that they have the truth, and only real good developers and technical leads will solve the problems. Most of us vote for a president or governor with the same ideal!

My humble opinion

Digital Life is here, and agencies should keep doing what they do best, however digital cannot be the “another biz”, it should be an integrated part of the creative process that will deliver a whole new experience, brand perception, promotion or whatever. Digital is no more digital as itself, it is Physical and Digital as one. because people will demand more homogeneous solutions. Keep Facebook in your mind and compare the following questions: how many people in the world use Flickr? -include poor and developing countries. How many people use EventBrite? Or Google Sites? common people, parents, grandparents? Facebook put things together to deliver a simple solution. Now, my dad uses it, young people, old people. They can upload pictures, share videos, create events, invite people, ALL IN ONE, nobody taught them, there is no book to learn to use Facebook -ok probably there are a few, but did you own one?

There is a whole new world of opportunities for digital, however digital should be an integral part of the original idea conception -there is nothing more frustrating than see people thinking about big ideas, and then asking: “What we should do to include digital? Client demands digital!” – What? (PLOP again and again) Digital should be part of the main idea and not an additional piece.

Misunderstanding

Digital creative and SW development are not the same. I’m tired. I repeat this every day at work but nobody seems to listen. Digital creative is not software development. It looks like the same, BUT IT IS NOT. Development is a formal process -a real formal one, with architecture, design, development, testing, includes documentation, code review, OMG the list could be huge. How many times and agency delivers the documentation of the project? Documentation of their latest TV commercial? Post Mortem, Metrics? Iterations?. Development is a science like math, creative is an art. NOT THE SAME

Maintenance is not a project. As project manager I recognize what is a project, and what is not. Maintenance is not a project. Digital agencies fails delivering maintenance due to the resource management. Most of the time, digital development also include software products, software products has a different lifecycle. So do not ask why IBM got the job -they took GM away from our side few years ago, so keep it in mine from Digital Creative to pure IT and coding company. Creative conception will be an initial part, maintenance do NOT include creative conception, and probably will be related to code, integration and infrastructure subjects.

Traditional creative can be repeatable task for traditional agencies, but not for software. Software products could take years to deliver an initial release! -KEEP IN MIND YEARS AS 365 and little bit more days! So please stop requesting projects of 2 months that include SW development -like a CMS, a CMS customization, MMOG, MMOC or any other atrocity.

Software Architect and Software Designers are not coders. Coders are Coders. Are you assigning standard developers to deliver highly detailed interaction diagrams?. Please HAVE THE RIGHT PERSON TO DO THE JOB. If you persist in your idea to develop SW -oook it is your call-, but please assign real architects and designers. BTW: Wireframes sucks, wireframes are not technical documents, UML people LOL every time digital agencies say “our technical documentation includes wireframes” – PLOP!

Few TIPS

Keep doing your job. It is a good job, it is not a bad one, just be part of the solution, try not to be the problem.

Choose a model, you can be creative and use technical partners to deliver SW -again if you persist in your idea of developing software. However there are other options like “reuse” -do not reinvent the wheel! most of eMarketing software needs were developed already. However if you have a crushing new idea, do not treat the SW development as something that can be done by anyone. Good software products requires excellent teams and a LOT of time, so what if you want an excellent software product? You need the best -ask Google if you do not believe me.

Choose a side: It is like StarWars, you cannot be a creative-oriented company and a software development- oriented company, you should choose a side. The good thing is you can always have partners on the other side, there is not a war between sides.