Case Study: Reacting to Market Research


Embarcadero Technologies pioneered a sophisticated process enabling the transformation of pre-existing Windows applications into single-file “apps” encapsulated within virtual file systems. This innovative technology was designed to address several critical issues faced by enterprises in the installation and distribution of applications. It provided a streamlined approach to centralized license management and eliminated conflicts arising from multiple programs vying for control of the same file types.

Despite its groundbreaking potential, the technology presented a significant communication challenge: customers struggled to grasp its benefits and implementation within their enterprise environments. The complexity of the technology’s narrative made it difficult to convey its full value proposition effectively.


To bridge this understanding gap, my team embarked on developing a comprehensive proof-of-concept app store, designed to showcase the capabilities and advantages of the AppWave technology. Our approach involved collaborating with numerous independent software vendors to package both free and paid applications for distribution through the AppWave store. This selection included a diverse range of applications, from small utilities and extensive office suites to interactive games, ensuring a thorough vetting of the technology across various use cases.

The technical foundation of the store comprised a robust PHP/MySQL backend, complemented by a heavily modified Magento front-end. This setup provided the necessary scalability and flexibility to support a dynamic app store environment. For the critical aspect of credit card processing, I successfully negotiated a contract with a third-party processor. This partnership enabled the development of a novel process wherein the third-party would handle transactions while we retained a customer token locally. This innovative approach facilitated the implementation of a seamless one-click buying experience, significantly enhancing user convenience and satisfaction.

Furthermore, the app store was designed not only as a demonstration platform but also as a practical solution to demonstrate the ease and efficiency of managing applications through AppWave. By providing a tangible and interactive experience, we aimed to simplify the understanding and adoption of our technology among potential customers.

“AppWave saves time; I’ve gained hours back into my week by not having to install software and updates on machines. Because I don’t have to update individual desktops or manage licenses, I can focus on other strategic projects. Downloading and installing applications was a big hassle before. That hassle is removed with AppWave.”

– Randy Zickert – Engineer, Allianz Global Investors Capital


The insights and learnings gained from this initiative were invaluable in refining our product and positioning it more effectively for our target audience. Our comprehensive testing and user feedback loop allowed us to make significant improvements to the AppWave technology, ensuring it met the highest standards of functionality and user experience.

Ultimately, this endeavor led us to identify and pursue two distinct market opportunities. First, we focused on the internal licensing and deployment of Embarcadero products within enterprises, leveraging our technology to streamline and optimize their software management processes. Second, we explored the potential of creating white-label app stores tailored for large independent software vendors (ISVs) and telecommunications companies. This strategic expansion allowed us to offer customizable solutions that could be integrated seamlessly into their existing ecosystems, thereby broadening our market reach and enhancing our value proposition.

In summary, the development of the proof-of-concept app store not only demonstrated the practical applications and benefits of the AppWave technology but also positioned Embarcadero Technologies as a leader in innovative enterprise software solutions. The project’s success underscored our commitment to solving complex enterprise challenges through cutting-edge technology and customer-centric solutions.

About Embarcadero

Embarcadero Technologies, Inc. is an American computer software company that develops, manufactures, licenses, and supports products and services related to software through several product divisions. It was founded in 1993, went public in 2000, and private in 2007, and became a division of Idera Software in 2015.

Embarcadero was founded in October 1993 by Stephen Wong, Stuart Browning, and Nigel Myers and released a tool for Sybase database administrators in December of the same year called Rapid SQL. it later added tools for software development on Microsoft Windows and other operating systems, and for database design, development and management, for platforms including Oracle, Microsoft SQL Server, IBM DB2, and MySQL.

In April 2000, Embarcadero Technologies had its initial public offering, and was listed on NASDAQ with symbol EMBT.

In October 2015, IDERA, Inc. announced an agreement to acquire Embarcadero Technologies, Inc., but the Embarcadero mark was retained for the developer tools division.