The Long Tail of the SME Market How BT and Microsoft are partnering to SaaS empower ISV‘s Alan Bennett – Microsoft Solution Architect Joseph Black – BT Director - Emerging Business and Technology

Hosted Service Components Web Hosting Data Hosting ISV Applications Infrastructure Components Server Purposing ISV Customization Centralized Management ISV Customization Service Provisioning ISV Customization Monitoring and Reporting ISV Customization Update Management ISV Customization Platform Components Microsoft Windows Server System ISV Applications Service Delivery ISV’s and Content Providers End User Service Provider Hosting Organisation

Service Delivery Platform (SDP) End User Service Provider ISV’s and Content Providers Hosting organisations Single Coherent view for the end user Call Control Presence Location SMS Billing Support Payment Order Handling Service Aggregation Connected Services Framework

Connected Services Framework BT Service Delivery Platform The CSF forms the core of the BT SDP for BT Retail The SDP was developed in partnership with Microsoft to decrease cycle times and costs associated with new service deployment BT currently provides a small but growing set of services to the SME market Now – Microsoft Exchange – Data Backup (Novell) – Web Hosting (Hostopia) Q – Security (Authentium) – Remote Access (Citrix) Q – Microsoft CRM – Microsoft Enhanced Voice Q – Microsoft Office Live

SME Long Tail SaaS Opportunity The cost to deliver software has been significantly reduced The formerly inaccessible SME market is now available to ISVs 2009 SME Market for SaaS in the UK is £144M

SME Long Tail SaaS Challenges Demand – Indentifying market demand – High cost of search results in missed opportunities Supply – Service offerings geared towards a broad horizontal market – What about niche demand?

BT Tradespace BT Application Marketplace BT Tradespace is the SME version of the popular MySpace.com social networking site, providing an effective way for SMEs to share content with their customers BT Application Marketplace is a Tradespace community for ISVs to distribute their applications through a BT branded & marketed environment – An active search tool allows SMEs to easily locate products they know they are interested in – ISV promotion is also facilitated through customer product reviews or the readership of service focused bogs

BT ISV Partner Program Application Marketplace ISV Review BoardTest & Trial Single Channel Launch Multi-Channel Launch BT’s and Microsoft’s Goal is to have 100 registered ISVs by June – 71 registered ISVs currently Several Microsoft ISV partners have already registered – Sales-i – Mamut – NitroSale

BT Web21C SDK Short Message ServiceVoice CallConference CallLocationPresenceAuthenticationProfile The BT SDK is a set of libraries that makes it simple for developers to consume Web Services exposed by BT The SDK abstracts the services interface and serialization classes by providing the developer with a simple object model to interact with. The SDK implements features of WS- Security and WS-Trust to enable communication with the BT SDK Services freeing the developer to focus on creating their application

Microsoft Connected Services Sandbox Live, proof-of-concept CSF environment where an ecosystem of ISVs, Systems Integrators, Network Equipment and Telecommunications providers can collaborate to develop new and innovative services based on the Microsoft Connected Services Framework BT a founding member of the Connected Services Community BT sponsoring the first series of “Managed Network Mashups” managed by TopCoder BT’s services are at the core of these competitions

Managed Network Mashup competitions created to encourage the development of innovative new services that merge traditional telecommunications offerings with Web 2.0 applications BT Business the sponsor of the first series of managed network mashup design and assembly competitions Winner of the first competition is a collaborative logistics mashup offering transport companies a revolutionary way to cut costs and streamline logistic operations Mashup utilizes BT’s Location, SMS, Authentication and Presence services, combined with the MapPoint API

BT & Microsoft Empowering SaaS ISVs Enablement and Incubation Microsoft SaaS ISV Partner Programs A set of varied ISV enablement and incubation initiatives geared towards SaaS ISVs of varying maturity, providing them with business and application design and development services, reliable and secure hosting infrastructure and special software pricing BT APIs and Software Development Kits – A set of highly secure services that ISV developers can integrate into their offerings through a series of SDKs with a wide range of interfaces, including.NET, allowing ISVs to integrate the power of BT's global infrastructure into their software with as little as one line of codewww.sdk.bt.com Microsoft Connected Services Sandbox – A live proof- of-concept environment designed to facilitate an ecosystem of customers, ISVs and other partners to collaboratively integrate and demonstrate the value of the Connected Services Framework (CSF) and other Microsoft and Microsoft Partner products and solutionswww.networkmashups.com Distribution BT SaaS ISV Partner Program - ISVs have a quick and effective way to promote their applications to BT’s fast growing online community of SMEs, called Tradespace, and thereby grow their business through the BT online Application Marketplace Tools to facilitate the discovery of ISV products through both active and passive search for SMEs will grow their business and help BT identify partners whose applications could become part of the BT product portfolio, launched via our SDP and marketed to over 500,000 and growing SME broadband customers who are increasingly interested in on-demand software serviceswww.isvpartner.bttradespace.com

Conclusion There is a huge opportunity for ISVs in the SME Market - BT and SMEs want your hosted applications BT and MSFT have programs and a platform to get you to market BT has tools to help you leverage BT’s assets – W21C SDK and WES SDK Sign up for the Connect Services Sandbox and WES enable your applications – Download the.NET W21C SDK – Set up your Tradespace and Register in the Application Marketplace – –

© 2007 Microsoft Corporation. All rights reserved. Microsoft, Windows, Windows Vista and other product names are or may be registered trademarks and/or trademarks in the U.S. and/or other countries. The information herein is for informational purposes only and represents the current view of Microsoft Corporation as of the date of this presentation. Because Microsoft must respond to changing market conditions, it should not be interpreted to be a commitment on the part of Microsoft, and Microsoft cannot guarantee the accuracy of any information provided after the date of this presentation. MICROSOFT MAKES NO WARRANTIES, EXPRESS, IMPLIED OR STATUTORY, AS TO THE INFORMATION IN THIS PRESENTATION.