In Latin america we have a role in most of the business of the size to allow it: "the systems guy", "the it guy", "the webmaster" it's he guy capable of fixing everything and make everything work, that guy has been coding apps for it's workmates from the start, I guess he will still be doing that with bigger platforms.

From the other side, the projects handled for the pure SW roles will be massive, very complex and require some sort of domain knowledge apart from pure software engineering.