This presentation was the initial keynote at Springboard Research's SaaS & Cloud Asia event in May 2009.

1. Keynote:
SaaS and Cloud Computing – Market Evolution
and Implications
Michael Barnes
VP Software & AP Research
Springboard Research

2. ASIA PACIFIC OPPORTUNITIES
 Growth has dipped in
2009
• But APEJ IT spending
outpaces other regions
 Key Drivers:
• China & India
• Massive government
stimulus (>US$500B)
 Hot Markets:
• Virtualization
• Green IT
• Collaboration & UC
• SaaS & Cloud Computing
2

3. CIO CHALLENGES – 2009
 Cost Savings
• IT budget cuts are a reality in the current climate
• Capital expenditures are closely scrutinized
• Subscription-based pricing is highly compelling
 Process Improvements and Increased
Efficiencies
• Shift from enabling growth to increasing or at least
maintaining margins
• Successful companies are still investing
 Short-term Value Delivery
• ROI must come in weeks or months – not years
• Project value must be clearly defined, targeted,
agreed-upon and measurable
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4. SAAS VERSUS CLOUD COMPUTING –
SETTING THE STAGE
A collection of IT-enabled
resources and capabilities that
can be delivered via the
internet as a service
 Services Vary
• Software as a Service (SaaS)
• Platform as a Service (PaaS)
• Infrastructure as a Service (IaaS)
 Certain Characteristics are required
• Web-based user access
• Multi-tenancy and shareable resources
• Massive scalability and dynamic resource allocation
4

5. SAAS MARKET GROWTH
REMAINS STRONG
$2,500 90%  SaaS growth is 3-4x on-
80% premise SW growth
$2,000 70%
60%  “The Cloud” provides
$1,500
50%
additional boost to the
40%
SaaS model
$1,000
30%
 CRM & Collaboration
20%
$500 lead, but SaaS apps are
10% blossoming
$0 0%
2008 2009 2010 2011 2012
IT Market Size SaaS Growth SW Growth
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6. SAAS USAGE IN ASIA PACIFIC
Source: Springboard Research, 07/2008 Q: What SaaS applications are you currently using?
N: 296 (SaaS adopters)

7. PRIMARY REASON FOR SAAS
ADOPTION
Source: Springboard Research, 07/2008 Q: What was your primary reason for adopting SaaS?
N: 296 (SaaS adopters)

8. WHY CLOUD COMPUTING….
Focus on the forest….
 Business is interested in processes and
information
• Not technology, applications or infrastructure
 IT is a means to an end, not an end in
itself
• The ‘service’ being consumed is ultimately all
that matters
• Everything else is simply part of the plumbing
 From a business standpoint, IT has no
inherent value at all
• All value lies in how effectively IT is applied to
help meet business objectives
….not the trees!!!
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9. …. WHY NOW???
 Virtualization
• Driving data centre improvements – lower
costs, improved service
• Focusing attention on ‘economies of scale’ –
the value of shared resources
 Open Standards
• Rich Internet Applications and Web 2.0
standards – enhanced usability
• Improved interoperability and applications as
a collection of ‘services’
 Internet
• Available, reliable, and affordable broadband
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10. CHALLENGES TO OVERCOME
Data Goverance
Security • Integrity, Recovery, Privacy,
• Regulatory compliance Segregation
• Unauthorized access • Sovereignty Laws and
Regulations
Integration Management
• Local/Remote Integration • Performance management and
scenarios monitoring
• Cloud to Cloud issues • Ensuring Service Level
• Dynamic resources Agreements (SLAs)

11. In Summary….
In Summary….
 Prepare for the Economic Recovery Now
• If you don’t, your competitors will
 Turn Challenges into Opportunities
• Resource constraints can drive better behaviour
• Budget and staffing limitations will remain
 Ignore the Hype
• There are STILL no silver bullets
• Business priorities drive IT decisions
 Educate Yourselves
• SaaS and Cloud Computing are not new
• This is a good thing!
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12. Why There’s Never a Better Time for Cloud
Computing
Andrew Knott, VP Marketing Asia Pacific, Salesforce.com
Andy Cocks, Director, Solutions Development Group & Alliances, Datacraft

13. SaaS – A Fork in the Road
Deepak Ramanathan
Head of Marketing Asia Pacific
Google Enterprise

14. Every Cloud has a Silver Lining
Greg Boyle
APAC Product Marketing Manager
Trend Micro

15. Web Commuting
– Creating an Office of the Future
H.R. Shiever
Managing Director Asia Pacific
Citrix Online

16. The Business Case for SaaS
– A User Perspective
Paul Sharp
Vice President, IT & Supply Chain
Adval Tech Omni

17. Adding Cloud to IT
– Preparing to Address the Paradigm Shift
Vinita Ananth
Director APJ
HP Software-as-a-Service

18. The Benefits of SaaS and Doing Business in
the Cloud – Success Stories
Max Chan
Sales Manager, Asia
Sqware Peg

19. Leveraging SaaS for Business Benefit –
Real World Examples
Jason Masciarelli
GM
Astadia

20. Brass Tacks:
SaaS Realities & Possibilities
Dane Anderson
CEO & EVP Research
Springboard Research