After a period of corporate realignment, which has seen the company consolidate its efforts on orchestrated application development technology, Serena will now host a new "annual" user conference is in Las Vegas, slated this year for September 19 – 21.

Although the company's use of the term "annual" somewhat overlooks a two to three year period when the company was not being publicly vocal to developers, the new event will feature the usual developer networking opportunities, support personnel, implementation experts, and product managers for every Serena solution.

The company says that it will also host deep-dive sessions and content specifically designed to provide the most intense and up-to-date information on best practices, optimization, tuning and problem solving. With practical labs and the "geek zone," developers will be able to try out all the newest features and work with some of the leading experts in the fields of orchestrated application delivery, process automation, IT service management, release management, and configuration management.

According to Paul Hewitt, Serena regional sales director for the UK and Ireland, "The relationship between development and business operations has up until now been disjointed. As demand for applications increases along with the associated complexity, combined with a wider range of platforms to support, it is essential that the two teams work together to bridge these gaps through greater use of control and management frameworks. Serena has a strong offering for businesses looking to improve the agility and quality of their application development and delivery, so I am confident that 2011 will be a successful year for the company and I’m looking forward to being part of this."