This document provides an agenda for a two-day cloud computing world forum taking place from June 29-30, 2010 in London. The forum will feature keynotes, panels, and sessions on various topics related to cloud computing including business models, security, deployment strategies, and the future of cloud computing. Some of the scheduled speakers represent companies like Deloitte, BBC, Virgin Atlantic, and Amazon Web Services.

1. Now iN its 2Nd Year
Gr Ev
IT wT T
o En
’s h
Cloud Computing
WORLD fORum
delivering it capability and capacity on demand
FR
Exhib EE
29th June – 1st July 2010 R
i t ion
egister
fo
FREE e r your
Olympia Conference Centre, London x
worksh po and
o
www.c p pass at
loudw
f.com
ThE complETE cloud compuTInG and SaaS EvEnT
ThE GloBal mEETInG placE for cloud
Early BookInG dIScounT EndS 28Th may 2010
IncorporaTInG ThE
Green Enterprise
WORLD FORUM
and fEaTurInG ThE
Mary JoHn Mark Bryan stuart Gordon toBy aMir siMone CHarLes asHLey roBert
HensHer Linwood CaMeron kinseLLa CurLey PenfoLd wriGHt BeLkHeLLadi Brunozzi newHouse davis wHiteside
Deloitte BBC Virgin rentokil royAl MAil British telegrAph lloyDs AMAzon weB BAe systeMs Jp MorgAn google
AtlAntiC initiAl AirwAys MeDiA group serViCes ChAse
www.cloudwf.com
Diamond Sponsors Platinum Sponsors Infrastructure Sponsors
Gold Sponsors Silver Sponsors
Badge Sponsors
produced by
BookInG hoTlInE: +44 (0) 845 519 1230

2. SpEakErS
this year’s forum includes some of the most respected companies and minds in
research, strategy and integration of it and cloud products and services within
the enterprise. the show will feature more end users than any other, reflecting
the central issues of enterprise business models and making presentations real
and relevant. For more information visit www.cloudwf.com/conference/speakers
Mary Hensher John Linwood Mark Cameron Bryan Kinsella
Chief Information Officer Chief Technology Officer Chief Technology Officer Chief Information Officer
Deloitte BBC Virgin Atlantic Rentokil Initial
stuart Curley Gordon Penfold toby wright amir Belkhelladi
Chief Technology Architect Chief Technology Officer Chief Technology Officer Head of Architecture
Royal Mail British Airways Telegraph Media Group Lloyds
simone Brunozzi Charles Newhouse ashley davis robert whiteside
Technology Evangelist Head of Strategy & Design Managing Director, Head of Enterprise,
Amazon Web Services BAE Systems Datacenter Strategy UK, Ireland and Benelux
JP Morgan Chase Google
Chrstopher Linfoot Pamal sharma Mike spink John Killey
IT Director Chief Information Officer Research Director Head of Reality Services
LDV Group General Motors Gartner Citigroup
rachel Gentry Brian Franz Mark Ferrar david wilde
Deputy Director, Chief Information Officer Director of Technology Chief Information Officer
ICT Strategy and Policy Diageo Strategy Westminster City Council
Cabinet Office NHS
Chris de Backer Joerg weber Peter Bradley Bill thomas
CIO Attack Monitoring Manager Staff Officer Operations Group Head Sustainability
TomTom Barclays RNLI HSBC

3. aGEnda
DAY ONE – 29TH JUNE 2010
1510 Security on the Cloud isn’t Bad,
It’s Just Different?
• nsight to some common security myths
I
BUSINESS MODELS AND THE • hen I move my data to the cloud I will
W
lose control of it? Is this true?
CURRENT MARKETPLACE
• here is no way of ensuring no one else
T
has access to my data? Is this true?
• don’t control the network, so I can’t prevent
I
a denial of service attack? Is this true?
0830 Registration, Coffee and Networking 1150 How to harness enterprise cloud • loud vendors offer weak security so
C
infrastructure unless I find a way to secure my data it’s at
0920 rganiser’s Introduction and Speed
O • utting through the hype: the reality
C risk? Is this true?
Networking of cloud for the enterprise • utting together a security model for
P
• he key benefits of enterprise class
T applications and data that live on the cloud
0925 Chairman’s Introduction cloud computing is simply a matter of leaving your
• ddressing the concerns of
A preconceptions at the door
0930 OPENING KEYNOTE: cloud infrastructure Marty Gauvin, CEO, Virtual Ark
Senior Representative, McAfee • Migration considerations
Brian Klingbeil, EMEA MD, Savvis 1530 PaNEL: In Cloud We Trust?
SESSION ONE: • he major security concerns and issues
T
END USER
CLOUDSCAPE – AN OVERVIEW OF 1210 PaNEL: advantages and Trends for cloud computing
in Cloud Technology • nderstanding the risks of cloud computing
U
THE CURRENT MARKETPLACE
END USER
S
riram Chakravarthy, Head of Cloud • est practice for companies in the cloud
B
Cloud computing has become one of the hottest IT Services and Product Strategy, TIBCO R
obert Johnson, Head of Front Office
enterprise topics of recent times. It is fast becoming Gordon Penfold, CTO, British Airways Technology, Mitsubishi UFJ Securities
mainstream with large steps being made in a Mary Hensher, CIO, Deloitte International
relatively short period of time. The opening session T
oby Wright, CTO, The Telegraph Media Group Senior Representative, Intel
to the conference examines where the industry I
ain Bourne, Head of Data Protection
currently is and how far it has come in the past year. 1240 LuNCH BREaK Projects , Information Commissioner’s Office
TBC
1000 The Business Value of Cloud Computing 1400 aFTERNOON KEYNOTE:
• The cloud value proposition to enterprise Senior Representative, Verizon Business 1600 aFTERNOON BREaK
• Why has cloud computing come of age?
• Where the advantages really show
SESSION TWO: SESSION THREE:
Mike Spink, Research Director, Gartner CLOUD SECURITY CLOUD CONCERNS
1020 The Competitive Landscape You may regard cloud computing as an ideal way for With any significant shift in technology adoption
• Predicted market growth your company to control IT costs, but do you know comes a number of concerns and criticisms. Session
how private and secure this service really is? Not 3 will examine these fears and entry barriers in
TBC
many people do. Session two will take a look at detail and answer the questions that many looking
what’s at stake when you trust your data to the to implement cloud computing are asking.
1040 MORNING BREaK
cloud, and what you can do to keep your virtual
infrastructure and web applications secure. 1630 Cloud, what Cloud?
1110 On Demand applications & Platforms
• hat response a technology Department/
W
END USER
– Taking XaaS to the Front & Back Office
END USER
1430 The Malicious Cloud: Cloud CIO might make to this paradigm shift in
• he journey from on-premise to on-demand
T
Technology and Cybercriminals the use and provision of ICT?
END USER
• ow TMG have leveraged cloud
H
• odern malicious software operators have
M • hat does it mean for a transition and
W
technologies to re-wire IT and it is product?
incorporated the cloud to provide resilience investment strategy?
• he role of cloud technologies in our
T
and availability to their networks • hat does it mean for your employees?
W
transformation programme
• Resilient Botnet setups J
oan Miller, Director of Parliamentary ICT,
• Lessons learnt along the way
• rofessional cloud services are being
P UK Parliament
T
oby Wright, Chief Technology Officer, used by criminals
Telegraph Media Group • new challenge: Detecting the
A 1650 The European Ecosystem
malicious cloud
1130 Taking the ‘Search’ out of ‘Search & Rescue’ Senior Representative, DAY
oerg Weber, Attack Monitoring Manager,
J
– a Cloud Hosted Sea Safety System
END USER
Barclays 1710 PaNEL: Best Practice Ways to
• MOB (man overboard) Guardian System
• ow and why the migration to
H Establish a Cloud Blueprint
END USER
1450 Protecting access to You Cloud S
tuart Curley, Chief Technology Architect,
Windows Azure: The cloud advantages
• hy is access a risk?
W Royal Mail
• esults and future opportunities: saving
R
• o you really know who’s really
D David Wilde, CIO, Westminster Council
many more lives around the world
accessing your cloud? K
evin Bury, Vice President of Software-as-a-
Peter Bradley, Operations Manager, RNLI • ow access to your cloud can be
H Service, HP Software Services
R
ichard Prodger, Technical Director, compromised - DEMO using a live S
imone Brunozzi, Technology Evangelist,
Active Web Solutions hacking session Amazon Web Services
• ow the risks can be mitigated
H
• he future risks we can expect to see,
T 1740 Summary, Close from Chair
and how to prepare for them
J
ason Hart, Senior Vice President 1745 Networking Drinks
CRYPTOCard

4. aGEnda
DAY TWO – 30TH JUNE 2010
DEPLOYMENT AND
INTEGRATION STRATEGIES
0830 Registration, Coffee and Networking
SESSION TWO: SESSION THREE
0925 Chairman’s Introduction INTEROPERABILITY THE CLOUD COMPUTING ROADMAP
Session two will look at cloud Interoperability This session will be answering questions such as:
0930 OPENING KEYNOTE:
and portability issues and possible solutions. How do I make the cloud work for the unique needs
Kevin Bury, Vice President of SaaS,
Discussions will feature service level agreements, of my business? How do I ensure that I capture the
HP Software Services
switching between suppliers and vendor lock-in. required return? How do I build a long-term cloud
roadmap and where do I start? How do I mitigate
SESSION ONE: 1200 Challenges and Opportunities and manage the risk of moving to the cloud? How
DEPLOYMENT STRATEGIES Senior Representative, Double Take do I evolve my organisation to take advantage of
AND INFRASTRUCTURE the cloud?
Establishing and deploying a strategy around cloud 1220 Ensuring Convergence
• ssessing the business benefits for
A 1515 How to be successful in a
computing is essential for an adoption process on
leveraging cloud computing. sustainable future
any level to be seamless and successful. This session
• he powerful cost, value, and risk-related
T • loud computing as a driver
C
will include case study examples of how best cloud
drivers behind the move to cloud computing towards efficiency
computing can be integrated into any organization.
• he technical underpinnings, supporting
T
technologies, and best-practice methods 1535 Creating new applications
1000 CaSE STuDY: G-Cloud in the Sky
• he future home for gov’t apps
T you’ll need to make the transition • ow to analyze and test applications
H
END USER
• he business case for the G-Cloud
T and application components in the cloud
• est practice adoption strategies
B 1240 a Cloudy Future? • evelopment challenges unique to
D
and integration • illages vs Cities
V the cloud
END USER
• tandard vs Unique
S
I
an Osborne, Director of the Digital Systems,
• lobal Challenges
G 1555 aFTERNOON BREaK
Knowledge Transfer Network
• here in the Cloud?
W
• obility
M 1625 Platform as a Service
1020 Cloud Computing Infrastructure
Bryan Kinsella, CIO, Rentokil Initial – Enabling You to use the Cloud Your Way
– a Practical Insight
• ants and needs of cloud service
W • ow do organizations maximize the benefits
H
buyers today 1300 PaNEL: utility Computing and get from on-premise to the cloud?
• ho’s in the cloud and what are they doing
W – Switching Supplier • ow to use the riches of the cloud in
H
END USER
current and planned use of the cloud C
harles Newhouse, Head of Strategy the way that suits them best?
• hat to do now – recommendations
W and Design, BAE Systems • Cordys case studies: From BPM in the cloud
and advice Senior Representative, Verizon and cloud orchestration through to situation
Senior Representative, Intel applications and the Cordys App Store.
G
lenn Fitzgerald, Chief Technologist, Fujitsu
B
ernard Golden, Author, M
att Davies, Director of Product Marketing,
“Virtualization for Dummies Cordys
1040 CaSE STuDY: The Deployment of Cloud
Computing Within the NHS
END USER
1330 LuNCH BREaK 1645 Cloud Standards
• chieving greater value from your
A
infrastructure Senior Representative, CA
1445 aFTERNOON KEYNOTE:
• lanning for the cloud – best practice
P
Enterprise Data Center:
• olling out services in the cloud
R 1705 PaNEL: Moving IT to a Cloud based World
a Realistic Path to Cloud Computing
M
ark Ferrar, Director of Technology Mark Cameron, CTO, Virgin Atlantic
END USER
• omplex landscapes with multiple
C
Strategy, NHS TBC
inter-dependencies
TBC
• usiness rules, policies, auditing,
B
1100 PaNEL: Clouds and Enterprises: TBC
compliance, etc
Lessons Learned
END USER
• ize and scope of reasonable projects
S
A
mir Belkhelladi, Head of Architecture, 1735 Summary, Close from Chair
• reating a positive feedback loop
C
Lloyds TSB
M
ark Ferrar, Director of Technology Phil Morris, CTO for HPC BU, 1745 Networking Drinks
Strategy, NHS Platform Computing
Brian Klingbeil, EMEA MD, Savvis
Senior Representative, Nimsoft
1130 MORNING BREaK

5. AGENDA
DAY THREE – 1ST JULY 2010
THE FUTURE OF
BUSINESS COMPUTING
0830 Registration, Coffee and Networking 1110 amazon and the Cloud Computing Prospect
SESSION TWO:
0925
• est practice adoption strategies and
B
Chairman’s Introduction integration THE FUTURE OF
• he future for the cloud
T CLOUD COMPUTING
0930 OPENING KEYNOTE: S
imone Brunozzi, Technology Evangelist, The final session of the conference will look at what
Senior Representative, EMC Amazon Web Services the future holds in the cloud computing marketplace,
in the short, medium and long term.
1130 The Cloud as a Supporting Player
SESSION ONE: in Your application Lifecycle 1400 how the Cloud Computing will Determine
APPLICATIONS FROM • ow services from private and public
H the Future of the IT in Europe
WITHIN THE CLOUD clouds can be applied T
he teaching of PAC’s study for the European
• ifferent stages of the application lifecycle
D Union on the Future of the Software in Europe
Enterprise application development with traditional • hich applications are best suited
W • loud computing: when IT become
C
software has always been too complex, too slow, to a cloud approach. a heavy industry
and too expensive. With the emergence of cloud
P
eter Glock, Consulting Business Manager, • he state of the art of the cloud computing
T
computing applications are delivered as a service so
Orange Business Services in Europe
companies don’t have to buy and maintain hardware
• hat are the differences with the way the
W
and software to run them—or huge IT teams to
1150 PaNEL: Mobile and Offline Cloud Computing US apprehend the cloud computing
manage and maintain complicated deployments.
• ow the cloud computing could empower
H
END USER
N
iall Sclater, Director of Learning
Innovation, The Open University, UK European economies
1000 Education in the Cloud
• hy the Open University is adopting cloud-
W TBC M
athieu Poujol, Director Technologies Group,
END USER
based applications TBC PAC
• he boundaries between locally-hosted and
T TBC
cloud-based elearning services 1420 The Future of Cloud Computing
• uture possibilities for cloud-based
F 1220 LuNCh BREaK • he Google view on the future of
T
education cloud computing
1330 aFTERNOON KEYNOTE: R
obert Whiteside, Head of Enterprise, UK,
N
iall Sclater, Director of Learning
Innovation, The Open University, UK Ireland and Benelux, Google
1020 Entering the Cloud Computing Era 1440 aFTERNOON BREaK
• hat we can learn from the three
W
main computing eras as we transition 1510 2010 and Beyond: Cloud accounting
to the cloud Comes of age
• here businesses currently are in the cloud
W • hy will cloud accounting and billing
W
computing era continue to increase in popularity?
• he immediate and long-term benefits
T • hy will improving collaboration between
W
of cloud computing sales and finance become so critical?
• ow will customers benefit?
H
T
im Pickard, Chief Marketing Officer,
Mimecast J
eremy Roche, President & CEO,
FinancialForce.com
1040 MORNING BREaK
1530 PaNEL: What Caught My Eye
W
illiam Fellow, Principal Analyst, 451 Group
R
obert Whiteside, Head of Enterprise, UK,
Ireland and Benelux, Google
TBC
17th AND 18th NovEmbEr 2010
Cloud Computing thE mirA, hoNG KoNG
WORLD FORUM ASIA
booKiNG hotliNE - +44 (0) 845 519 1230
www.clouDcomputiNGlivE.com/AsiA

6. ABOUT THE EVENT
The 2nd Annual Cloud Computing World Forum is the perfect event for
professionals to learn and discuss the future development and integration
of cloud and SaaS services and products. Building on the success of the
2009 show, this three day conference and expo will provide the most complete
and comprehensive platform for the global cloud computing and SaaS industry.
SHOw HigHligHTS: wHO SHOUld ATTENd:
3 day conference and free-to-attend exhibition Job titles at the 2nd Cloud Computing world
Forum will include: CIO/CTOs/CxOs, Directors,
Hear from over 100 leading cloud computing, Strategy Directors, Communication Directors, Heads
SaaS and iT experts of Marketing, Heads of Business Development,
Co-located with Cloud Camp london Heads of Sales, Heads of Call and Contact Managers,
– Free-to-Attend unconference Product Managers, Business Analysts, Business
Development Managers, Heads of Training,
Combined with the green Enterprise world Database/Data Center Manager, Network Systems
Forum - 1 day conference stream on green iT Directors, VPs of Technology, Heads of Telecoms,
Storage Managers, Hosting Managers, Data
Free to attend exhibition with seminar
Center Managers, Telecommunication Managers,
and scenario theatre
Compliance and Policy Managers, Network
Free access to the Cloud Computing world Managers and Administrators, Network
Series Awards Administrators, System and Network Integrators
and many more...
Hear from leading case studies on how they
have integrated Cloud Computing and SaaS
into their working practices FrEE ACCESS TO ClOUd CAmp:
learn from the key players offering cloud
and SaaS products and services
Benefit from our pre-show online
meeting planner CloudCamp follows an interactive, unscripted
unconference format and is FREE to attend for all
Network in our combined exhibition
Cloud Computing World Forum visitors. Pick and
and catering area
choose from the conversations; rant and rave,
Evening networking party for all attendees or sit back and watch.
SUppOrTErS

7. Green Enterprise Green En
WORLD FORUterprise
M
WORLD FORUM
Shaping the
future of
thurs 1 July
Olympia, lO 2010
2010 Show hIGhlIGhTS wIll IncludE:
ndOn
Early BOOk
ing disCO
Green IT
Ends 28 ma unt
y 2010
· 1 day confErEncE dEdIcaTEd To GrEEn BOOking hO
tl
+44 (0) 845 519 inE:
1230
shOw fOCu
IT and SuSTaInaBlE compuTInG hOw grEEn
s
it
yOur BOttOm will imprOvE
linE
hEar frOm
· hEar from lEadInG caSE STudIES on how lEarn hOw
rEal CasE st
tO
yOur it pErf imprOvE
udiEs
p
OrmanCE Clouart of th
ThEy havE InTEGraTEd GrEEn compuTInG disCuss hO
w
EffiCiEnCy tO maximizE
d
WorlCompute
Clou d forum g
dWf.C
in
om
InTo ThEIr workInG pracTIcES
· fInd ouT how GrEEn IT can crEaTE
compETITIvE advanTaGE and
www.grEEn
ImprovE your BoTTom lInE EntErprisE
kEy spEakE
rs
fOrum.COm
1st JuLY 2010
John Linwo
od,
Chief Techn
ology Office Bill Thoma
r, BBC s,
Group Head
Sustainabi John Killey,
lity, HSBC Head of Reali
Services EMEA, ty
Citigroup Rachel Gentr
y, Deputy Direc
Strategy & tor, ICT
Policy,Cab
Ashley Davis inet Office
oLYMPia CoNFereNCe CeNtre, LoNdoN
, Managing
Datacenter Director,
Strategy, JP Christophe
Morgan Chase r Linfoot,
IT Director,
LDV Group Truska Angel
, Head of Clima
Corporate Socia te Change &
l Responsibi Simon Palin
lity, AXA kas,
Head of Green
IT, Tesco
Co-LoCated witH tHe 2Nd CLoud
Pamal Sharm
a, CIO, Gener Mike Spink
al Motors ,
Research Direc
tor, Gartn
er
CoMPutiNG worLd ForuM world med
ia
BooKiNG HotLiNe +44 (0) 845 519 1230 world med
ia
www.greenenterpriseforum.com
The Cloud CompuTing World SerieS AWArdS Will TAke plACe
on The 29Th June AT olympiA ConferenCe CenTre, london
The AWArdS Are free To enTer And open To All
CATegorieS Will inClude beST Cloud ServiCe,
beST enTerpriSe SoluTion, beST SeCuriTy SoluTion,
beST virTuAlizATion produCT or ServiCe,
beST Cloud plATform, beST STArT up And mAny more
for more informATion pleASe viSiT The WebSiTe beloW
www.cloudwf.com/awardS

8. floorplan
the show features a Free to attend exhibition and networking area with
product demonstrations, workshops and seminars and access to Cloud
Camp. Leading industry experts will be available from each exhibiting
company to answer any questions you may have.
to register your place please visit www.cloudwf.com/register
Meeting Room Village
Private meeting rooms are available to all our partners.
This is the ideal place to host senior delegates and visitors
at the event. To discuss the availability of meeting rooms,
contact Mark Johnstone on +44 (0) 845 519 1230 or email
mark@keynoteworld.com
Auditorium
34
Conference Stage
Room 2
33
32
East
Conference
Room 1
31
Hall
30
26 27 28 29
1 2 3 4 5 6 7 8 9 10 11
25
20 18 17 14 12
23 22
21 19 16 15 13
24
Registration
ENTRANCE
via lifts
Press and Interview Zone KEY
The press and interview zone will allow you to maximise your
PR opportunities at the World Forum. Organise meetings with Male Female
Exit
toilets toilets
key industry analysts and journalists and issue press releases.
For press and PR enquiries, please contact Rachelle Fuerth on Accessible Baby changing Catering
+44 (0) 845 519 1230 or email rachelle@keynoteworld.com toilets facilities outlets

9. rEGISTraTIon
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10. WITH THANKS
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Infrastructure Sponsor Gold Sponsors
Badge Sponsor
Partner Zone Sponsor Silver Sponsors
Exhibitors