Rick Nucci, Co-founder of Boomi and now CTO at Dell Boomi, discusses what it took to build the Dell Boomi Atomsphere. Rick looks back on lessons learned around pricing, packaging, and operational decisions that are guaranteed to save any SaaS vendor time and money while preventing several headaches along the way. The presentation was prepared for and presented at SafeNet's LicensingLive - Monetizing Software in the Cloud event series in March 2011.

1. Bringing to market a successful cloud service Rick Nucci Founder & CTO

2. Agenda About Us Go To Market Strategy Product Components and Operations Integration to Back-office Systems Case Study: Pricing and Packaging Case Study: Entitlement and License Management Lessons Learned

3. About Boomi Acquired by Dell, November 2010 Industry’s first & leading Integration Cloud 500+ Clients Globally 70+ ISV and SI partners Offices in Philadelphia and San Francisco

4. PaaS Apps Cloud Services Social Networks SaaS Apps

5. 5 Select Partners

6. The Integration Impact During your sales cycle According to our SaaS ISV partners, 35-65% of deals During implementation Custom coded integrations typically the longest phase of the implementation During renewals Silo’dSaaS deployed cited as top reason for cancellation Confidential 6 3/10/2011

7. Our Story 7 Confidential 3/10/2011

8. Timeline 2000 – 2006: On-premise integration product and focus 2006: Integration Cloud Concept Discovery and Core Product Development June 2007: Market Announcement September 2007: Beta Launch at Dreamforce January 2008: General Availability

9. Go To Market Strategy 9 Confidential 3/10/2011

10. Core Goals and Guiding Principles Disrupt a legacy market with Cloud approach Our “Flux Capacitor” Moment Do it “right”: multi-tenancy Instant access to our offering Transparent pricing Price matches value – pay for actual use Easy to calculate “what Boomi will cost me” Trust priority Managing customer expectations Confidential 10 3/10/2011

11. trust.boomi.com Confidential 11 3/10/2011

12. Core Goals and Guiding Principles Partner Focus Enable ISV’s to solve integration during sales cycle “They create the problem we solve” Arm SI’s and Managed Service Providers with delivery platform Community Focus IP Development and Protection ISV’s System Integrators Customers Confidential 12 3/10/2011

14. Public/Private Communities

15. Assets can be Shared Instantly Worldwide

16. Rev Share for Public Connectors and Widgets

17. Self-Sustaining EcosystemConnect Once – Integrate Everywhere®

18. Product Components and Operations 14 Confidential 3/10/2011

19. Core Components Multi-tenancy – our hurdles Hierarchical account structure Self-service provisioning Partner account vs. Customer account Partner Management vs. Customer Management Development Environment Rich UI experience Flash experience Deployment & Change Control Cloud vs. On-premise Version control Environments Confidential 15 3/10/2011

20. Core Components Management Scaling challenges Aggregation Release Strategy Leverage our single code base and ability to rapidly innovate Iterate early and often Heavy investment in automated regression environment Scale Strategy Runtime Environment The “Atom”: Cloud integration is a distributed problem Confidential 16 3/10/2011

21. Atom: Distributed Architecture Patent-Pending AtomTM Technology Centralized Control Distributed Execution Infinitely Scalable No Single Point of Failure

22. Under the Hood:Integration of Platform to Back-Office Systems 18 Confidential 3/10/2011

23. 19 Confidential Provisioning Workflow 3/10/2011 Drupal CMS Marketo Landing Pages Marketo Marketing Automation Boomi.com Direct Trial Leads Leads/Contacts NetSuite Accounting Billing Salesforce CRM & Admin PRM Provisioning Salesforce account / Atomsphere Account PRM (General Access) Partner/Customer Trial Account / Opportunity Direct Trial Account Atomsphere

24. Automated lead-to-cash process Marketing Automation Free trial registration  lead creation User communication/ notifications CRM Automated provisioning Usage tracking and reporting Red/Green/Yellow Status Upsell and cross-sell opportunities Billing Provisioning and entitlement management Usage management Support Ticket status mashup to CRM Confidential 20 3/10/2011

25. Case Study: Pricing & Packaging

26. Pricing & Packaging Transition from “pay per connection” to edition model Feature packaging and segmentation Finding the right feature combinations at the right price point Accounting for add-on features Upsell opportunities 3 Price increases over 2 years Confidential 22 3/10/2011

27. Current Pricing

28. Case Study: Entitlement and License Management

29. Licensing and Entitlement Feature toggling Feature discovery What am I not using? Usage tracking Audit capabilities Administration Analytics Challenges Confidential 25 3/10/2011

30. Summary:Lessons Learned 26 Confidential 3/10/2011

31. What would we have done different? Pricing TOO disruptive! Huge value differential between SMB and LE License Management and Entitlement This is not unique IP Still a labor pain today due to underinvestment Deeper marketing integration Directly into our product from the beginning Key to understand what is working Earlier investment in analytics Trial usage and conversion Feature utilization Customer churn warning signs and trending Confidential 27 3/10/2011

32. Thank You. Rick Nucci CTO rick_nucci@dell.com @ricknucci Dell Boomi 801 Cassatt Rd. Suite 120 Berwyn, PA 19312 West Coast Office 473 Jackson St. 3rd Floor San Francisco, CA 94111 Tel: 610-854-0700 Email: info@boomi.com Twitter: @boomi`