M O N D A Y   9   J U N E   2 0 0 8 13:30 - 17:00 Pre-Conference: IBM Software as a Service Fast Track Event Hosted by IBM 17:30 - 19:00 Welcome Networking Reception Sponsored by OpSource, Inc. T U E S D A Y   1 0   J U N E   2 0 0 8 7:30 - 8:15 Registration, Breakfast & Networking 8:15 - 8:30 Conference Welcome Remarks David Thomas, Executive Director, Software Division, SIIA 8:30 - 9:15 Keynote: The Enterprise of the Future Sean Poulley, Vice President, Online Collaboration Services, Lotus Software, IBM Business priorities are changing. Sustainable growth is the CEO's top priority and innovation is required to enable it. The new key competencies in business are responsiveness and agility in products, services and markets. Sean Poulley, vice president of IBM Lotus Online Collaboration Services, will outline IBM's innovation agenda and how new disruptive IT delivery models such as Software as a Service and software appliances are emerging to address this challenge. Learn what IBM is doing to enable the agility businesses need to sustain global growth and how they are helping partners to adopt new IT delivery models. 9:15 - 10:00 Keynote: Web-Scale Computing – The Foundation for Software as a Service Dr. Werner Vogels, Vice President and Chief Technology Officer, Amazon.com The push to deliver software as a service is forcing many software development companies to worry about challenges like datacenter management, hard-disk reliability, server uptime and router instabilities. These companies are quickly realizing that delivering a cost-effective service with guaranteed performance is a highly specialized activity. Early reports indicate that these companies spend 70%-80% of their investment on common activities that are not unique to their business. This “heavy lifting” takes so much time, energy and resources that only a small fraction of the investment is actually spent on moving their product forward. 10:00 - 10:15 Preview Company Presentations Brainloop RunMyProcess 10:15 - 10:45 Networking Break 10:45 - 11:15 Market Analysis Jérôme Fougerat, Regional Director, Corum Group International 11:15 - 12:00 Search Engine Optimization Barbara Coll, CEO, WebMama.com, Inc. 12:00 - 13:00 Networking Lunch 13:00 - 13:45 Afternoon Keynote Outside In: Where Sales and Strategy Meet Adrian Davis, President & CEO, Whetstone, Inc. 13:45 - 14:30 Integration Data and multi-service integration represents one of the most important stepping-stones to success in the on-demand market. How are various vendors addressing these issues? What are some of the new tools and techniques for overcoming these issues? How will these issues be addressed in the future? Moderator: William S. McNee, Founder & CEO, Saugatuck Technology Panelists: Richard Dym, Chief Marketing Officer, OpSource, Inc. Frank McCracken, Founder and Professional Services Director, Saaspoin Jeff Miller, VP of Strategy, Cast Iron Systemst Penny O'Roarke, Managing Director, Bluewolf Europe 14:30 - 14:45 Preview Company Presentations Asite ComplyServe Cybertill Ltd 14:45 - 15:15 Networking Break 15:15 - 16:00 Successful Sales Channels Most on-premise software sold in Europe has been sold through traditional IT channels - from Systems Integrators and Corporate Resellers at the enterprise level through to VARs and Retailers/E-tailers at the SOHO/Consumer level. Will such traditional channels manage to adapt their business models in the face of the changing economics of delivering SaaS or will new channels emerge to seize the SaaS opportunity? Moderator: John Garratt, Editor, IT Europa and 8020 Europa Panelists: Ulf Avrin, Senior Director, Partners and Local Software Economy, International Team, Developer and Platform Evangelism Group, Microsoft Corporation Martin Bittner, Managing Director and founder, SolveDirect Solutions (division of BRAIN FORCE SOFTWARE GmbH) Paul R. Daugherty, Chief Technology Architect, Accenture David Thomas, Executive Director, Software Division, SIIA 16:00 - 16:45 Role of Ecosystems: Partnerships and Alliances, Platforms and Communities Use of the term "business ecology" or "ecosystem" has often been used in the realm of information technology. The classic business definition of ecosystem is that of an economic community supported by participating organisations and individuals. Previous conceptualisations of the term have been criticised for not actualising their promise, specifically in the world of partnership and affinity. As technologies evolve we are presented with new opportunities to expand the role of ecosystems in business. Industry experts will discuss the role ecosystems and platforms will play in creating, cementing, and expanding partnerships. Moderator: Derek Ward, Executive Vice President, UK Markets and Accounts, Atos Orgin Panelists: Ken Boasso, Founder, KeyChain Logic Mark Darby, Principal, Alliantist Jim Howard, CEO, CrownPeak Henrik Jeberg, Chief Strategy Officer, IT Factory 16:45 - 17:00 Day One Closing Remarks 17:30 - 21:30 Off-Site Networking Reception and Dinner Sponsored by IT Factory W E D N E S D A Y   J U N E   1 1   2 0 0 8 7:30 - 8:15 Registration, Breakfast & Networking 8:15 - 8:30 Conference Welcome Remarks David Thomas, Executive Director, Software Division, SIIA 8:30 - 9:15 Keynote: Growing an On-Demand Business Mani Gill, Vice President of OnDemand, Business Objects, an SAP Company 9:15 - 10:00 Data Management - Compliance & Security Information and data associated with a SaaS application brings forth the challenges of Data Management with implications for both Customer and Application vendor. Items that will be addressed in this session will be: Ensuring compliance with governance and audit ability of the information Maintaining security and privacy Where and how data is stored - on-premise or on-demand Legal and country rules Building in robustness, integrity, safety, portability Moderator: William S. McNee, Founder & CEO, Saugatuch Technology Panelists: Lluis Font, CEO, NTRglobal Paul Lightfoot, Director of Managed Services, The Bunker Chris Rolison, Chief Executive Officer, Comply Serve Ltd Milan Thanawala, Director Platform Products, Oracle Corporation 10:00 - 10:15 Company Preview Presentations Emillion Huddle.net ICS 10:15 - 10:45 Networking Break 10:45 - 11:30 Funding Options: An Investor's Perspective SaaS businesses are achieving significant valuation multiples on the public markets. However SaaS companies typically require more funding than traditional software companies and take longer to reach breakeven. So is investing in a SaaS business more attractive than a traditional software company or less? The panelists will look at SaaS from an investors perspective and discuss how they judge the potential of a SaaS business. What do they look for and how do they see the market for SaaS investment in the coming months. Moderator: Conor Halpin, SVP EMEA, OpSource, Inc. Panelists: Fraser Davidson, Investment Director, August Equity Jon Kruse, Senior Investment Manager, Intel Capital Marc Moens, Associate Partner, Pentech Ventures 11:30 - 12:15 Talking Investment: A CEO's Perspective What is the best way to fund a SaaS start-up? On the one-hand SaaS reduces a vendor's time to market and speeds customer adoption. However, the move from perpetual licenses to subscription pricing typically doubles the cash requirement. How can that be funded? The panel will discuss their experiences in securing funding for their businesses. Moderator: Conor Halpin, SVP EMEA, OpSource, Inc. Panelists: Alastair Mitchell, Co-Founder & CEO, Huddle.net Tony Ryan, CEO, Asite Bill Soward, President & CEO, Adaptive Planning Richard Vertigan, Managing Director, 4Projects 12:15 - 12:30 Company Preview Presentations Axtera Augeo Software SolveDirect 12:30 - 13:30 Networking Lunch 13:30 – 14:00 SaaS Market: An Integrator’s Perspective Paul R. Daugherty, Chief Technology Architect, Accenture 14:00 - 14:45 Customer Retention The online and ondemand world present the Application vendor with many new challenges. With the flexibility and choice of so many available solutions new methods to retain customers need to be considered. What is the value exchange required between the vendor and customer in respect of the packaging and communication of features and value How is the annuity stream built and then maintained How do vendors make the business steps from on-premise to on-demand and not cannabalise existing customers What dialogue does the customer need to maintain the relationship Making the most of Customer Feedback - the value into the development cycle Moderator: Mikael Blaisdell, Director, Mikael Blaisdell & Associates, Inc. Panelists: Ken Boasso, Founder, Keychain Logic Steve Booth, Vice President of Sales & Business Development, Aria Systems Stephan Schambach, Executive Chairman and Founder, Demandware 14:45 - 15:30 Closing Keynote: Ten ISV Traps to Avoid on the Path to SaaS Success Phil Wainewright, Director, Procullux Ventures Discover the hidden barriers that stand in the way of your success as a SaaS provider, and learn about proven strategies to overcome them. Offering a fast-paced mix of research, analysis and on-the-spot feedback, SaaS success guru Phil Wainewright will share his decade-long industry experience and deliver candid, actionable insights on the good, the bad and the ugly in SaaS.