Deep thoughts from ADF EMG Day

After a day of sitting in on many ADF sessions I have come to understand better why Oracle has not had it easy with ADF adoption.

They have developed an incredible Java framework that provides the best of both worlds.
– Wizard based 4GL like development of java applications with…

– 100% standards based java development
But somehow the Oracle development community is still hesitant. With both Oracle Forms developers and pure java developers feeling this is not a tool that’s meant for them.
Forms Developers are afraid of JAVA and are really afraid to start developing in a new development language. As such they have gravitated more to PLSQL development tools such as APEX. Even though these tools are not necessarily best suited to the next generation systems they will be developing ( see Gartners thoughts on the subject here)

Java developers on the other hand think ‘Drag and drop’, and ‘wizard based’ development are curse words. They like to be knee high in coding mud even if it will take them 5 times longer and they will get more buggy code. They like fully controlling what’s ‘under the hood’.
Truth is this is a purely a psychological barrier that both groups need to overcome.
Oracle ADF is a very straight forward development environment, and in its latest version it’s very easy to develop great applications. ADF is also a declaration development tool where most of the development is wizard based. It was developed with Forms developers in mind, so it should be natural for Forms developers to develop in ADF.
So, here we can have a solution for both sets of developers – the UI and design can be done by the Forms developers, and the 30% deep java business logic development can be done by the Java developer.
This way everyone can be happy and its our job as consultants and “guru’s” to help both groups get over the initial
psychological barriers that stand in their way.

Deep thoughts from ADF EMG Day
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Deep thoughts from ADF EMG Day

After a day of sitting in on many ADF sessions I have come to understand better why Oracle has not had it easy with ADF adoption. They have developed an incredible Java framework that provides the

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David Buch
Senior Products Manager

David, our Senior Products Manager, is a highly experienced professional specializing in product definition, innovations, and development, with broad customer understanding, and skillful people management. He has over 20 years of R&D work experience, and continues to excel in his expertise. When he is not working, David enjoys spending his time as a professional tuba player joining symphony orchestras and chamber ensembles.

Elizabeth Pearl
Relationship Manager

Before joining AuraPlayer, Elizabeth completed a Masters degree in Education and worked as a teacher. Elizabeth’s role as Customer Relationship Manager combines both her passion for technology and her deep desire to educate  others. On a daily basis, Elizabeth takes the valuable insights she gained as a teacher and uses them to rise within the world of tech. She uses her skills of active listening, organization, preparation, and clear communication to enhance the wonderful relationships she has with both coworkers and customers.


Elizabeth is originally from the United States but currently resides in England. In her spare time, she loves exercising, spending time with her family and friends, and playing volleyball.

Nathalie Wasserman
CFO & Operations Manager

Natalie is proud to be AuraPlayer’s Operations and Chief Financial Officer. She takes pride in her work, and loves being a part of the AuraPlayer family. Prior to working at AuraPlayer, Nathalie worked at various companies as an accountant. She attended the University College London (UCL), where she graduated with a Bachelor’s Degree in economics and business. She then went on to pursue a Master’s degree in Political Economies in Eastern Europe. 

Gwen Edwards
VP Business Development

An expert in helping businesses seize their potential and grow, Gwen is committed to take AuraPlayer to the next level. With over 30 years of experience in the high technology sector and working with Fortune 500 companies, she works as an advisor for growing businesses to help enhance their value and reach their business objectives. She’s a dynamic member of our team, leveraging her sales and marketing, and P&L experience to our current and future product suite.

Gwen also serves on a several private company boards in Silicon Valley, and is an active member of the angel investment network, Golden Seeds.

Yossi Nakash
CTO & Co-Founder

A true developer, Yossi has been developing and coding in Java / J2EE, C++, .Net, and C# for over 20 years, focusing mainly on the RD side of things. Entering the Oracle World about 10 years ago, Yossi immersed himself in the world of Oracle SOA, Weblogic, EBS and EBS Mobile, as well as the Java side of things.

Prior to joining Mia to found AuraPlayer, Yossi held the role of RD team leader at RadView and was a Java developer at Motorola.