New Sponsors – Bluefruit


We are delighted to welcome local software development company Bluefruit to the conference as Silver sponsors this year.

Bluefruit Software are the UK’s leading embedded software specialists, working on projects with large clients such as Cosworth and Schneider Electric. Based in Cornwall, their ever-expanding team of highly skilled software engineers receive award-winning training opportunities, and focus on putting ‘Quality First’ throughout every level of their work.

This year Bluefruit are speaking at the conference in our Software Craftmanship track and Business track as well as attending the conference as a team.


paul-masseyAbout Paul Massey (Director & Founder of Bluefruit Software)

Paul has been programming commercially since his teenage years, and is the leader at the top of the Bluefruit tree. He held various roles within the software industry before starting his own business in 2000 – Absolute Software Ltd.

This small embedded software development company enjoyed 50% growth year on year, thanks to Paul’s ‘Quality First’ vision and innovative use of Agile methodologies. In 2014, the company underwent a complete rebrand, changing its trading name to Bluefruit Software, and celebrated its £1mil turnover milestone!

Because of his experience in business, and his passion for growing the local economy, Paul is also chair of the Cornwall Employment Skills board, and a board member of The Cornwall and Isles of Scilly Local Enterprise Partnership.

What is Quality, and How Do We Get There?

What’s the difference between an Apple phone and a Nokia phone? Is it how they’re built and what functions they provide? Is it how they’re sold and marketed? Or is it how they feel to use?

Many people associate the quality of a device with having ‘zero-bugs’ and working as it should, but Nokia phones are some of the most reliable devices around. So what’s the secret to that $700 billion difference?

Building upon the theories of Perceived and Conceptual Integrity outlined in Mary Poppendeick’s infamous book, ‘Lean Software Development: An Agile Tooklit’, Paul Massey explains how we should be defining ‘Quality’ in software development, and how we can take steps to achieve it.



matthew bluefruitArchipelagos in Git

Matthew Dodkins        Bluefruit Software  @bluefruit

Interactive workshop (no computer)

Anyone who has attempted to cope with the creation and distribution of large quantities of code knows how complex a problem it can become.
 Git helps, but doesn’t solve all the issues and the  blessed repository in the sky  approach starts to break down with many developers all working together on the same codebase.
 Archipelagos are a concept invented by Matthew @Bluefruit to help teams not go completely insane as they try to maintain the quality and habitability of their code.

Anyone who has attempted to cope with the creation and distribution of large quantities of code knows how complex a problem it can become.

Git helps, but doesn’t solve all the issues for you and the  blessed repository  approach starts to break down with many developers all working together on very similar, inter-dependent products across multiple teams. Of course, people willing to review and merge code almost full-time helps, but no-one really wants to do that, and it isn’t right anyway; you need to practise coding to be good at coding, and reviewing code well requires a high level of programming skill.

Git archipelagos  are the way we have solved this problem at Bluefruit. It is a concept I created which helps everyone understand what’s going on and share code which leads to a release, even when huge rafts of code changes are flying around.

The goal of this session will be to provide a concept and set of guidelines for the organisation of semi-disparate groups of individuals who :-
* Need to share
* Desire protection from the uninhabitable and non-functional
* Value creative/productive energy over an abundance of rules and regulations, which only impede you

Hmm, that sounds like a familiar problem, doesn’t it?

I believe there are parallels between this and the problem of co-operation between communities in general. Large/multiple teams of programmers who need to learn to share nicely have an opportunity to explore some of the potential solutions without invoking the wrath of those who hold us in thrall 😉

You will be taken on a short journey of the history of humanity, given an overview of the problems we face and how they relate to software engineering, and together we will discuss some ideas about how we might overcome them.

Matthew is a very experienced programmer (coding since he was 6) having a lot of fun leading an Agile team of embedded software engineers in Cornwall, England.

He uses C, C++, C# and Assembly, and works on lots of different projects, including wireless systems, an electric bike, safe/banking systems, a medical grade water purifier, time code encryption system and many others.

Matthew is currently programming low-power ARM Cortex MCUs and solving complex technical and social problems all day long.


June 14, 2015