Home Software Runs Into Iceberg

Software Runs Into Iceberg

Iceberg on Demand
is declaring war on software, according to Co-Founder and head of product
development Wayne Byrne. Iceberg is a private beta startup that
provides a Web based platform for building, sharing and selling powerful
business applications, without the need to do coding. A
user at Iceberg can create applications using simple DIY Web tools. Virtually any process can be emulated,
utilized, created or cloned using Iceberg’s simple user interface. This innovative approach to development
does not render code or software useless, but simply unnecessary for the Iceberg

Tip of the Iceberg

Iceberg is similar to DIY applications like Coghead, but as the name implies, there is much more beneath the surface. Coghead is really more like a widget maker, while Iceberg is a true enterprise level DIY platform.
Salesforce’s AppExchange is probably Iceberg’s closest competition, but it is not agnostic to
software or code and it can be quite expensive. BungeeLabs (profiled in April by Read/WriteWeb)
also has similarities to Iceberg, but it is more for programmers – using
solutions, projects and classes. Iceberg uses business objects without any

Basic Included Applications

Iceberg intends to release free, single hosted
and per-user versions. Some of its features:

  • Human Resources ‚Äì Includes best practices processes
    to manage the entire HR lifecycle
  • Advanced CRM ‚Äì Functions and processes for leads,
    opportunities, calls, scheduling, appointments, deals, competition, forecasting
    and contracts
  • Project Management ‚Äì Scheduling, assignment,
    escalation, timeline, tasks and resources
  • Rostering ‚Äì Build shifts and auto hourly billing or
    payroll based for clients or employees
  • Knowledge Base ‚Äì Centralized knowledge base with
    customized control and search
  • Recruitment Manager ‚Äì Manage collecting CV‚Äôs and
    interviewing with tiered approval
  • Booking Engine ‚Äì Manages any booked or limited
    resource from hotel rooms to flights
  • Timesheet and Billing ‚Äì Task/Time management with
    payroll, invoicing – profitability
  • Bug Tracker ‚Äì Roll assignment and bug tracking with
    designated control

My simple personal home at Iceberg 

The Platform

Iceberg uses a DHTML interface to create Web or network based applications – it currently supports both Fx and
IE. Flash based
workflow generation and
point-and-click tools help users create modules for deep
reporting, unlimited calendars, graphing, quick start pages, full function email
and file management to list a few.

Iceberg’s enterprise friendly features include: key object tracking, advanced
calendar functionality, scheduled processes and many more. Essentially, it has
all the function
without the coding or support requirements of other platforms. Wayne Byrne claimed that “there is really no longer a need to create
software or code to utilize what already exists, we have re-invented the wheel
several times over.”

Beneath The Surface

The power of Iceberg is in the creation and integration of applications.
Services like WebEx Office and Coghead are useful (and even prettier), but at
the end of the day they are relatively limited in scope.

Iceberg utilizes Web
service API’s to automatically create, update
and delete services generated for user applications. These ‚Äúcall‚Ä? events
essentially create ‚Äúhybrid‚Ä? processes tailored to user preferences. The best way
to illustrate this is with an example using Google Adwords. In the following
sequence a site administrator/owner needs to optimize their Adwords account/bid

User creates a business object for estimating/tracking

Essentially what we are doing
with Iceberg is communicating with a user’s Adwords account via a call event and
then setting up parameters (bid criteria) for firing points. The end result can
be as simple as a notification or as complex as
carrying out automated bidding events. A user can literally have their Iceberg handle Adwords
or other accounts for them.

Here we define rule decisions for our Adwords interface

The simple result below illustrates how a user can
effectively call Google Adwords, get minute by minute CPC data, establish
process variables, notifications and ultimately “teach” Iceberg to optimize Adwords’
cost and peak effectiveness. It does not take much imagination to visualize
Iceberg interfacing with any API and integrating those processes with a user’s

Process development UI showing toolbox and an example of
Adwords process loop


Iceberg is not yet as refined as some business applications, but it is only in private beta testing. However, the platform can essentially do any
function its competitors can without using code or software.

The big surprise
under the surface is that Iceberg can do much more than create business applications. I
mentioned Twitter to Wayne and he told me that someone could essentially “clone”
Twitter with Iceberg. Right now the interface is not overly simple to use for
the novice, but Wayne assured me that more discoverability is
on the way.

This service is taking a big step in allowing users the capability
to imagine and create very advanced applications and processes. In a nutshell,
by the time a programmer maps out and plans a development, it could already be
created and functional with Iceberg. This is potentially a powerful service for business and
personal applications.

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