Sharing Best Practices in Software Development

February 24, 2010
Intercontinental Hotel, Makati City
Presented by: Club and Posh Marketing Services Philippines Software and Systems Process Improvement Network ( has been advocating for CMMI and improvement of software processes since 2001.

Together with Posh Marketing Services, we are organizing this major conference to serve as a venue for lessons learned sharing in software development and explore ways on how to grow further in this field.

The SoftDev Conference 2010 Philippines is an event geared towards:

1. Companies who wants to benchmark their current software development and application process with practices by other entities in the industry.
2. Current, start-up, and upcoming players in the software development industry who would like to gain insight and share perspective as to how this sector is evolving.
3. Software developers who are interested to find out how this field will become even more competitive in the years to come.

Attendees to this event can expect a highly-interactive session with e-commerce players and industry practitioners. Topics in the agenda includes (subject to change):

9:00 to 9:20 - State of Software Development in the Philippines

9:30 to 9:50 - Experience Sharing: CMMI Level 5 Journey
Speaker: Chito Bustamante, CEO,

In the Philippines, there are few software development outsourcing, industry, and information technology companies that have embraced CMMI or Capability Maturity Model Integrated - a process improvement approach. One of the few is Chikka - the first mobile applications developer in the world to become recognized as a CMMI Level 5 organization.

Speaker Profile:
Chito Bustamante, CEO of Chikka Philippines Inc. is co-founder of Chikka and passionate about product development. He was a Silicon Valley based engineer first consulted on the business and technical viability of a “mobile instant messaging service” for launch in the Philippines.

For a long time as chief operating officer (since 2002), Chito has stayed on top of both engineering and product development departments, the heart and soul of Chikka. He has led Chikka thru its ISO and CMMI Maturity Level 5 certifications, giving "a method to the madness" or the frenzy that characterized product development, marketing, quality assurance at Chikka, and making sure it could sustain the same even as the company pursues an aggressive international roll-out.

10:00 to 10:20 - Team Leadership for Software Development Projects using SCRUM
Speaker: Ole Ronberg, Partner, Codelean

Have you ever been in a software development project that ran way past its deadline, and didn't know how to fix it until it was too late? In this talk, Ole Ronberg will discuss the typical pitfalls of traditional software development and show attendees how they can use Scrum to get their projects back on track. Discussion topics include:

  • How to deal with clients with constantly changing requirements
  • Using empirical analysis to track the progress of your project on a daily basis
  • How simple changes in management style can have a dramatic overall impact on the performance of your team.

Speaker Profile:
Ole Ronberg, a Danish national who now resides in Makati, has taken on a number of roles in the IT industry since 1993: freelance programmer, business analyst, project manager, development manager, and CEO of an Independent Software Vendor. He is familiar with all aspects of software and Web development, and is knowledgeable in online marketing, business development, and strategic planning.

He is a partner in Codelean (, which specializes in Agile and Scrum training and consulting, as well as Web design and development. Codelean has headquarters in Ole’s hometown in Copenhagen, Denmark, and has an offshore office in Makati City. The company also outsources proofreading and writing services through inWrite, a division of Codelean.

He is an advocate of Agile software and management practices, and hopes that the Philippines will gradually adopt Agile and Scrum methodologies so that the country will become more competitive in the worldwide market for IT and software development.

10:30 to 10: 45 - Break

10:45 to 11:05 - Best Practices in Software Testing

Speaker: Roel Hernandez, President and CEO of CheqSystems

Testing is an integral part of the software development lifecycle. There are a multitude of approaches and methodologies being applied in software development today. They are ultimately designed to satisfy project requirements in terms of size, complexity, technology, cost-effectiveness, and timely delivery. It is therefore imperative to align testing initiatives with these various approaches.

Roel Hernandez will talk about some of the best practices in software testing in various types of small, mid-size, and large-scale projects.

Speaker Profile:
Roel Hernandez has about 17 years worth of experience in the field of data communications, telecommunications, software development and IP network systems engineering. He has done several projects in Singapore, Malaysia, and Hong Kong, with a number of prestigious industry names.

Being one of the pioneers in Internet proliferation in the Philippines, he had managed more than twelve ISP nodes across the country. He is now the President and CEO of CheQ Systems Inc., a company he co-founded in 2003, which specializes in software quality engineering services and now has more than 100 employees catering to multinational corporations.

Roel is also one of the directors of two other companies: SeQure Technologies, which provides network security services, and ExeQserve, which provides a full range of HR management services. Prior to CheQ Systems, Roel was also President and co-founder of Ecommsite Solutions, a software development firm.

11:15 to 11:35 - Lessons Learned in Managing Global Software Projects
Speaker: Rodney Jao, Owner, Lane Systems

Rodney shares personal experience on how to run and manage a software development project with team members located in different global locations. This covers project planning, task distribution and tracking, managing a project document repository, source control, branching and versioning, build management, automated testing, project reporting, and others.

Speaker profile:
Davao-based Rodney Jao is Microsoft MVP for Device Application Development. Has spoken for Microsoft developer events since 1999 like Microsoft Developer Days and Tech Ed Asia. Focuses on software development targeting Windows Mobile, ASP.NET, SharePoint, SQL Server, and Exchange.

From 1995 to the present, through Lane Systems, Rodney has handled a diverse portfolio of projects being co-developed by team members and stakeholders in various locations worldwide.


1:15 to 1:35 - Requirements Management in a World of Perpetual Beta
Speaker: Jan Alvin Pabellon, Philippines Product Manager, NetSuite

"Perpetual beta" is the term used to describe software undergoing constant change; where new features are developed and released in a monthly, weekly sometimes even daily basis, and where development is often done out in the open. Today it is mostly associated with software that is developed, distributed, or delivered via the Internet--be it open source code, Web 2.0 websites, software-as-a-service, mobile applications, and others. As a developer or product manager in such an environment, how do we manage requirements in the face of constant change? What are the challenges and the opportunities? Jan will share some of his personal experiences in the area of requirements management in a world of software in perpetual Beta.

Speaker Profile:
Jan Pabellon is currently the Philippine Product Manager for NetSuite. In that capacity, Jan defines the product strategy and roadmap for the Philippines Edition of NetSuite. In line with this, he works closely with development, QA, documentation and other product managers through the product generation process.

Prior to NetSuite, Jan held senior management positions at several systems integration and technology consulting companies. Jan also teaches Information Systems Management at the University of the Philippines, College of Business Administration.

Jan has a degree in Business Administration and Accounting from the University of the Philippines and a Masters Degree from the Asian Institute of Management. He is a certified ITIL practitioner and also a Certified Public Accountant.

1:45 to 2:05 - Software Copyright, Trademark, and Patents
Speaker: Atty. JJ Disini, Disini & Disini Law Office

Speaker profile:
Atty. JJ Disini was actively involved in the lobbying efforts for the passage of the eCommerce Act (Republic Act No. 8792). He drafted the eCommerce Act's Implementing Rules and Regulations under the supervision and control of an inter-agency task force.  He is also a member of the UP College of Law Faculty where he teaches, among others, a course on Cyberspace Law.

JJ has been practicing law since 1994 when he was admitted into the Philippine Bar after placing 7th in the Bar Examinations. He obtained a Degree in Masters of Law LLM from Harvard Law School in 2004, graduated (Dean's Medal) from the UP College of Law in 1993 and earned his B.S. Econ Degree (Cum Laude) in 1989 from the UP School of Economics. After spending his first years in the practice involved in judicial and quasi-judicial litigation, he focused on corporate practice and has been involved in complex projects such as financing transactions for power projects, mergers and acquisitions, banking, real estate, entertainment, and intellectual property, among others. He has represented local and foreign clients in, among others, corporate, project finance, securities, foreign investment, technology, telecommunications, Internet and e-Commerce projects.

2:15 to 2:35 - Tools & Applications for Personalization & Customization of Features in an E-Commerce Site

Speaker: Michael Limueco, President and CEO of eTrader

Speaker profile:
Michael Limueco is the President and CEO of eTrader Inc. (, a company that provides web development and services ranging from static start-up sites to large-scale, dynamic, interactive and database-driven e-commerce sites.

He also provides consultancy and training services to help clients take full advantage of the Information and Communication Technology (ICT) to increase company's operating efficiencies, maximize its business potential and promote their products and services online. He has conducted trainings and seminars on web development and graphic design that includes “Build Your Online Store Workshop”, “Build-Your-Own Website Workshop”, ”Web Studio Course” and “Putting Your Business Online Seminar” held at the Philippine Trade Training Center (PTTC).

He is also a part-time faculty at De La Salle-College of Saint Benilde (DLS-CSB) School of Design & Arts (SDA) on e-commerce and internet marketing.

He has participated in the Training of Trainees – Etrade Bridge Program organized by the International Trade Center (ITC) and Association of Training Institutions for Foreign Trade in Asia and the Pacific (ATIFTAP) and became an Enterprise Management Development (EMD) adviser of the International Trade Center (ITC).

He has also participated in the training programs of The Association for Overseas Technical Scholarships (AOTS), Japan on “Training Program on Intellectual Property Management using IT for Protecting Rights and Maximizing Value” (held in Bangkok, Thailand on July 13-24, 2009) and “Training Program for IT Engineers in Asian Countries” (held in Japan on January 10, 2007 to February 23, 2007).

2:45to 3:05 - Security Standards in Software Development
Speaker: Arbie Senga, CISSP, Sequre Technologies, Inc.

Speaker profile:
Ariel Ben Senga is a Certified Information Systems Security Professional and the President and CEO of SeQure Technologies, Inc., a company that specializes in security testing and management.

He provides intensive experience in various information systems, security management and development in IT, communications, manufacturing, government, and engineering industries. He has conducted various engagements related to IT internal control reviews, standards compliances, internal audit reviews, web application and network testing. Ariel also spearheds the company's training courses in security awareness, network vulnerability assessment, penetration testing, and web application security.

He also specializes in web application design and development, providing solutions to high profile organizations and government institutions - bagging in 2 Philippine Web Awards.

3:20 onwards - Reactions and Sharing of Best Practices (Event Participants)

(agenda updating in progress)

Registration fees:

-  Six thousand pesos (P6000). This covers meals and conference kit.
- Active Club members ( are entitled to 15% discount.

Please note that payment after the event shall be charge Seven thousand pesos (P7000).

Register Now!

Limited corporate sponsorship package available. Parties interested can email Posh Marketing Services at or


Gold Sponsor - Php 150,000.00

- 30-minute speaking slot

- Table space to meet with participants

- Hanging of 2 corporate/product banner in the conference room

- Inclusion of corporate/product brochure in conference kit

- Inclusion of corporate logo in event’s marketing collaterals

- Company link on the blog/website

- 2 free conference passes

Silver Sponsor - Php 100,000.00

 - Speaking opportunity in a panel discussion

 - Table space to meet with participants

 - Inclusion of corporate/product brochure in conference kit

 - Inclusion of corporate logo in event’s marketing collaterals

 - Company link on the Club blog/website

 - 2 free conference passes


Bronze Sponsor - Php 50,000.00

 - Speaking opportunity in a panel discussion

- Inclusion of corporate/product brochure in conference kit

 - Inclusion of corporate logo in event’s marketing collaterals

 - Company link on the Club blog/website

 - 2 free conference passes

Luncheon Sponsorship – P200,000

-          Your company can sponsor lunches and dinners of the Conference. A chance for your company to be presented to Conference delegates, VIPs and guests catching their full and undivided attention

All fees are inclusive of VAT.

For more details, please contact the Event Manager at  +632 – 443-POSH(7674), + 63 922-8583538 or +63 920-9826837 or email