Two weeks ago, Salesforce.com’s Tour de Force rolled into Atlanta, the first stop in a multi-city tour. While I’m terribly late in producing the following recap, I’m sure you’ll find it in your heart to forgive me:
The Opening Keynote
The event was held at a hotel in downtown Atlanta, and the Expo area was packed when I got there about thirty minutes before the keynote was to begin. I’m continually amazed at how well-attended Salesforce events tend to be. Maybe it comes from never working in the enterprise, but I couldn’t believe how many people flew in from around the country to attend Dreamforce last September, and I was equally surprised at the turnout in Atlanta.
The keynote started at 10:00 AM sharp, and Polly Sumner, President of the Platform, was the first speaker. She spoke for what seemed to be over an hour, in what was a general overview of Salesforce.com and Force.com. As a developer, I got a bit antsy during her talk because it was completely review to me and I find Salesforce.com’s marketing slickness to be offputting, but I know that they had many potential customers in the audience.
After Sumner’s opening presentation, she invited up to the stage several partners to display impressive applications they’ve been working on. I won’t bore you with the details, but overall the demos were very impressive, many showing off the power of VisualForce. Then, an SFDC employee did a “Build an App in 15 Minutes” run through, which once again was review to me. It was at this time, sitting there for about 90 minutes, that I wished we had time for a break, and I assume others in the audience were suffering through it like I was.
Lastly, Nick Carr, the author of “The Big Switch”, came on and did a great talk on cloud computing. Carr even mentioned that he knew many in the audience were uncomfortable sitting there for so long, so he promised to go through the talk quickly. That was unfortunate, as he had some great things to say, and I really wished he could have gone on longer. His central thesis is that bandwidth and computing power is becoming a utility that we tap into on demand much like electricity or water has been. He made a compelling case, and I look forward to reading his book. By the time he was finished, the audience was sitting for over two hours, and we were, how to say, quite relieved to have a break.
Developers’ Track: Apex Code Deep Dive and VisualForce Preview
There were three tracks available for the afternoon session:
- Admins, Managers, and Analysts
- Developers
- Entrepeneurs and Vendors
Upon entering the room for the Developers track, I was surprised at how few people were there. While I would estimate that 300 people were in the room for the morning keynote, only 25 or so were attending these Developers sessions. I’m not sure how many people were in the other two tracks, but the lower number more closely aligned with my expectations of how many Force.com developers are actually in the Atlanta area.
The first 75 minute session focused on Apex. It was largely a language overview with a little bit of demo, and it had some stuff for both newbies and more experienced Force.com developers. My ears perked up at the end, when upcoming features were discussed:
- Dynamic Apex – Apex that acts more like the Partner WSDL for the SOAP API. It’s more loosely typed, and includes metadata methods.
- Asynchronous Apex – Asynchronous is actually a misnomer, as the more appropriate term for it is Queue-based. This means that Apex transactions can be put in a queue to be processed in the background as the rest of the application moves forward. I surmise that this will allow for looser Governor limits, but I’m not certain of that.
The second 75 minute session featured VisualForce. I have yet to play with VisualForce (shame on me!), and so this talk was very, very interesting. Overall, I get the “Ah, this is the Right Way to do it” feeling that I first got with Ruby on Rails. However, I’ll have to try it out to see the limitations, as I’m sure there are quite a few. We closed with a demo of Salesforce wrapped in the the iUI interface, which was really, really slick.
Conclusion
Overall, it was a day well spent. I loved the demos and the breakout sessions. My big gripe was with the length of the morning keynote. Yes, Salesforce.com is great at selling their product, but this day was supposed to be about developing with Force.com. More demos, more sessions, and less marketing!