Stop selling software development short

In the decade of the developer, enterprises cannot continue to underestimate the value of software development

A lot has been said about software development in the last couple of years. Some claim this is the decade of the software developer, while others predict software will rule the world.With custom software development needs increasing everyday and a global market ready to compete for these projects on an outsourced basis, a looming question arises: Has software development become a commodity?

My firm response: No. Even though some software companies, particularly in some parts of the world, want to make you believe it is.

Can knowledge based services become a commodity?

I am in the software development business, and even I receive quite a few emails a month from companies trying to sell me custom software development services. The emails are remarkably similar in format: “Dear Carlos, my name is Business Person. We offer awesome software development services for $X an hour. They are ready now. How many do you need?”

For someone who is not intimately familiar with software engineering or intellectual property, these types of emails suggest that software creation is a commodity service or product. They might think that all products resulting from software development projects are created equal: an iPhone App costs $X, an Android App costs $Y, and a Web Application costs $Z.

This also implies that all software developers are equally talented and skilled. But both my intuition and the data show that many millions of dollars have been wasted writing software that never works because the wrong software development provider was used. In fact, billions of dollars have been lost due to failed projects that litter corporate history.

Are there quantitative differences between markets?

Development is as much art as science. Give five different software developers the same problem to solve and you will get five different solutions. Because software development does not follow a fixed set of rules or procedures, the engineers behind software projects deliver widely disparate software products. This means that companies working with remote teams will get different results from one solution provider to another.

Is one solution better than the others? Nearly always. Will all solutions solve the problem equally well? Almost never. Given this reality, the vast majority of software development cannot be a commodity: The products are never exact substitutes for one another, and it’s not just a question of comparing apples to oranges. It’s more like comparing high-grade, freshly picked apples to bruised ones that have been in cold storage since last season.

To be a fair, some software development solutions have no differentiation across the market and can be considered a commodity. Take for example a CMS (content management system), payment gateway, or even a relational database management system. The differentiation among some products in these categories can be small and difficult to find, and based on very specific use-case requirements.

This is the decade of the developer, not the decade of development. The proliferation of software is happening because highly trained engineers are practicing a craft that is not easily replicated or replaced. Technology breakthroughs are, at their core, driven by human innovation.

Software development cannot be a commodity because it’s not determined merely by the what or the how much. It’s equally determined by the who – the people behind the projects.

If this is the decade of the developer, I’m calling for a new approach to budgeting for development projects. The value of great people can be hard to measure, but in the decade of the developer, it must play a role in every organization’s decision to build – or buy – great software.

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About the author

Carlos Melendez is COO and co-founder of Wovenware. He is passionate about building great teams and elegant solutions for today's software problems.


Copyright © 2014 IDG Communications, Inc.

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