2. 10.00 - 10.30Welcome - Tea and Coffee 10.30 – 11.00EI Strategy Overview Jim Cuddy, Dept Manageer, Software Division Enterprise Ireland, 11.00 – 11.30 New Technologies and Delivery Modes Joe Drumgoole, CEO, Cloudsplit 11.30 – 12.00Building B2B SaaS Capability Fergus Gloster, Former VP of Salesforce.com 12.00 – 12.30Innovation Models in the New Software Economy Chris Hofmann, Director of Special Projects, Mozilla Foundation 12.30 – 13.00Panel Discussion 13.00 – 13.30Networking Reception

4. Best Connected Software from Ireland Enterprise Ireland’s strategy for the development of the indigenous software industry 2009 -2013 Jim Cuddy Software and Public Procurement division

5. Opportunities - Worldwide IT Market 2008 - $1.44Trillion Average Annual Growth 2001-085-7% February 20090.5% Forecast slow recovery to 20126.0% Source: IDC February 2009 SaaS growth 2009 (enterprise application mkts)21% Forecast CAGR 2008-201320% Source: Gartner May 2009

6. The New Software Economy Software Industry – Global Market Drivers New Market Driven Business Models Changes to the Software Value Chain Driven by new emerging technologies Highly challenging economic environment Global Market Drivers => New Software Economy

7. NSE - New Market Driven Business Models Pay Per Use Software moving from Capital to Current spend– pay per use! Software as a Service - Flexibility & supplier choice Strong focus on ROI Vendors to become service providers or partner with hosted service providers Charge by some measure of "consumption” Changed model for product development, release, support Implications for funding, valuations etc Established vendors changing the way they do business New market entrants with innovative business models 7

8. 8 NSE - Networked Value Chain Customer Other SW vendor Applications SW vendor Research partner Product devlt. partner Sales/ VAR Infrastructur e SW vendor Systems integrator From a conventional ‘Porter’ schema - to a linked model with components supplied from a variety of sources

9. NSE - Changes to the software value chain Response to the challenge of Globalisation Independence of location provided by the Internet, 24/7 operation irrespective of time zone Increased focus on emerging markets Importance of Partnership Electronic Delivery

10. NSE - Driven by new emerging technologies Cloud Computing Transfer Traditional IT Services to the Cloud Scope for the creation of substantial new businesses Software as a Service (SaaS) Existing Companies developing complementary business New innovative entrants Web 2.0 Internet Applications Blogs, Wikis, Social Networks, Mashups, Podcasting, Widgets, RSS Service Oriented Architecture

11. Enterprise Ireland’s Strategy for the development of the indigenous software industry 2009 – 2013 Vision Statement By 2013, Ireland will be internationally recognised as having a "best connected" New Software Economy successfully delivering innovative solutions on a global scale

12. Growing an Industry of Scale in Ireland - Three Pillars Focus on Clusters - Build on existing cluster, identify and develop new areas of opportunity “ Best Connected” Networks Capitalise on the Networked value chain to leverage assets in MNC’s, Diaspora, Academia, Industry Bodies etc to create virtual scale and address global markets The New Software Economy - Utilise market trend toward New Business Models and the adoption of emerging technologies ’

13. Pillar 1 - New Software Economy Emerging Technology New Business Models Funding Route to Market Skills

14. Pillar 1 – New Software Economy SaaS Transition Programme Internet Acceleration Programme with IIA Specific Management Development Initiatives Product Management –Pilot” Master class” - May 2009 Routes to Markets Partnerships programme Funding London international VC forum Technology Awareness Events Cloud Computing, Technology Roadmaps

15. 15 Key Established Clusters operating in significant established markets Growing clusters operate in attractive market sectors Potential emerging and new opportunity areas at an earlier stage of cluster development. Finance (€237M) eLearning (€218M ) Telecom (€210M) Public sector (€117 M) Travel and Aviation (€30M) Security (€14 M) Web 2.0 Healthcare Mobility Customer-centric Pillar 2 – Focus on Clusters Stimulate and support cluster activity among companies within sectors

16. Pillar 2 – Focus on Clusters Market based activities Missions, Events, Trade Fairs Collaborative marketing Branding Networking CEO Forums Technology focussed Industry Led R&D agendas Telecommunications Standards Initiative

17. Pillar 3 Best Connected – Software from Ireland

18. Pillar 3 Best Connected - Leveraging Connections Technologies – Global IP & Academia Skills – Academia & MNC’s Market Access – Diaspora & MNC’s Funding – VC, MNC’s, Private Investor Networks & Diaspora Best Practice – MNC’s & Global Academia

19. The Scale of the Opportunity The potential to double the size of the SW sector- to over €2.5bn by 2013 Developing an increased cohort of companies of scale Ensuring a strong flow of innovative start up companies Position Ireland as a key player in this New Software Economy globally