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A Service Aggregation
                                                          and
                                                Orchestration Technology
                                                For telecommunication service providers




EXECUTIVE PAPER
SAIBAL DAS CHOWDHURY - Asia Strategy Partners




                                                                 Developed by
A new innovation in software technology that will
               unify the experiences of communication,
               collaboration and information processing into one

               A SMART WEB-TOOL TO BUILD, GROW
               AND MANAGE BUSINESS ONLINE




Developed by
Inexplicable Trends and the future Connected Experience Environment




                                                                      WHY WE CARE ?
  Game changers: Cloud Computing, SOA, SaaS, web 2.0
  Players: Amazon, Google, Oracle, IBM, HP ….
  Key focus : the enterprise
  The problem:
      No solution for the small business
      Processes do not end at the edge of the cloud
      The world does not live in a single cloud
  White space / Vacuum
  Big opportunity for broadband providers
Inconvenient Application Services




                                                                                                                                THE PROBLEM
& Other Technologically Advanced


                                     Company Size                    Adoption Rate
    Use of ERP Systems in UK




                                     Fortune 2000                   95%
                                                                                                  Most of available business
            Countries




                                     Large: Over 1000               37.2%
                                     employees                                                    systems are not able to
                                                                                                  provide the scope and
                                     Small & Medium                 6.5%
                                                                                                  dynamics - small businesses
                                     10-50 employees                 3.8%                         need.
                                           Derived from “Computerworld, UK” Dec, 14 2007

                                     In the US, 75 per cent of businesses with a payroll have a
                                     headcount between 1 and 9

Insufficient Technology
                                                              1. Prohibitively expensive for small busineses
                APPLICATIONS
                                                              2. Inflexible and complex to use
                          NETWORK                             3. Requires specialists’ help in implementation
                                                              4. Long implementation cycle
                               ACCESS
                                                              Small businesses want software to adapt to their changing
                                   DEVICES
                                                              needs, with easy interface; and they want it to be , “pay
                                                              for what they use, how much they use.”
Building a business on the web – “web-housing”




                                                                                                                             THE SOLUTION
Patentable Invention
Talk about your     Select Functions      Add attributes      Register web site     Add services        Connect to
business                                                                                                community
                                                                                                        network
    •Industry            •Choose 2 to 3       •Add contents        •Select site         •Review            •Update
    •Products             suggested           •Choose or            name                 contents           profile
    •Geography            layouts              manipulate          •Configure           •Add services      •Join in the
    •Products            •Choose               page                 organization        •Add                market place
                          functions            attributes          •Get it hosted        processes         •Create
    •Organization
                         •Choose basic         like color,                              •Add tasks          digital agents
    •Values . . .                              form,
                          options
                                               position etc



      Providing small businesses with a tool and a map to design, configure and build
      the business on the web will change rules of competition

Service Composition
Patentable Invention
                                                                       Providing businesses with a recipe
                                                                       and a guide book to compose
                                                                       application services and their
                                                                       interfaces, custom fit to their
                                                                       business needs will change the way
                                                                       enterprise applications are built
                                                                       and used
The addressable market




                                                                                            A HUGE GLOBAL OPPORTUNITY
 A global scope and scale of business
                                 2010    2011   2012    2013   2014

           Number of new
                                                                           Geography
           company seat signup   1,789    7,922 33,309 94,731 222,783    Malaysia - 2010
           Cumulate number of
                                                                         Singapore - 2010
Subscriber seat                  1,789    9,711 43,020 137,751 360,534
 Forecast No. of new consumer                                            USA - 2010
           Seat signup           3,493 16,693 65,035 192,127 368,885     India - 2012

           Cumulate number of                                            China - 2013
           new Customers         3,493 20,186 85,222 277,349 646,234
Product differentiation and value




                                                                                                            PRODUCT DIFFERENTIATION & POSITIONING
The ability to compose and orchestrate a service
over a federated network creates a much higher
“value/cost” ratio for the user

Positioning

              Solution as a Service
                                                        The IKEA of Businesses
              Software as a Service                     Application solutions
                   Interactive
   Shared                               Managed
                 Communication                     Key to our success lies in our product positioning. It
  Services                              Services
                    Services                       will give us a comparative advantage over rivals and
                                                   create asymmetry of motivation
                Access Services
MARKETING PLAN
   Go to Market model
Geography


            A- P
            NA
Business Model




                                           BUSINESS AND REVENUE MODEL
   Free web housing – pay for utilities
   Existing client base to start
   Licensing of technology platform
       Telecom operators world-wide



Revenue Streams

    Advertising revenues
    Licensing revenues
    End user revenues
        Subscription
        Pay per use
Timelines




                                                                                                                                                                                     CURRENT STATUS
Month
  1      2     3       4   5    6    7     8    9    10   11    12   13   14   15   16   17   18    19   20   21   22   23   24   25   26   27   28    29   30   31   32   33   34
                                                                                                                                                      INCREMENTAL
  DISCOVER                     DEFINE                                          DEVELOP and TEST                                                       DEVELOPMENT




                                                                 Product Launch
                                                                                                         Product Launch
                                                               (Web Builder, Office)                                                            Product Launch
                                                                                                   (Business Suite, e-services)
                                                                                                                                            (Enterprise Suite, SaaS)


Current status                                                                                                          Summary

DISCOVER                        DEFINE                         DEVELOP                   LAUNCH

      • Surveys
        conducted
                                    • Product
                                      definitions                                                                       Product definitions and designs completed
                                                                                                                        Project costing and engineering completed
      • Secondary                   • Product
        research                      design &
        and analysis                  engineering
        done
      • Concept
                                    • Proof of
                                      Concept
                                                                                                                        First product rollout in six moths
        architecture
        tested
                                    • Feasibility
                                      analysis                                                                          LOI from a US-based service provider
                                    • Detailed
                                      project plan




                   COMPLETED
INVESTMENT SCHEDULE
 Quarterly milestones and product development investment schedule

                      Q1                      Q2                      Q3                       Q4                     Q5                     Q6
Milestones    • Requirement and UI   • B2B Community         • Genetic Algorithm      • Limited ERP         • More services on      • Advancement of
              templates sign-off     Portal with basic       for Configuration Tool   applications          Mobile                  Configuration tool by
              • Meta-Data Engine     collaboration services • Mobile Enablement       • B2B and web         • Developer Portal      Self-Learning
              and CMS Design         like Invitation, Blogs, • Service Layer          collaboration Apps    • Performance           component
              • Configuration tool   Polls, Wikis, Mails,    Enhancement              • Mobile              Management Engine       • Presentation
              technical design       Messages etc.           • Configurator and       Enhancements          • Business Community    templates in library
              • Configuration Tool   • External cloud Apps Presentation               • Web / Video         Portal                  • Transformation
              basic                  • Service Orchestration Enhancement              Conferencing          Enhancements            Editor, Test Centre,
              implementation                                 • New Services to        • SIP / VOIP          • Presentation Engine    Dashboard etc
              • Integration with                             Service Catalogue        • Performance         enhancements            • More B2B
              CMS Portal and                                 • Integration with       Management            • Service Layer         Virtualized Services
              Service Layer                                  Billing & Charging       • Performance and     Enhancements            and
                                                                                      Security Testing                               Applications like ERP,
                                                                                                                                    CRM etc.
                                                                                                                                    • Developer Portal



Total Cost        $1,311,105.54            $1,360,031.52             $881,451.32              $898,734.68            $596,968.81           $774,166.20
(USD)
People Cost         $886,940.24              $896,310.76             $881,451.32              $898,734.68            $596,968.81           $774,166.20
Hardware            $227,004.30              $254,535.76                   $0.00                    $0.00                  $0.00                 $0.00
S/W Bought-           $197,161                 $209,185                       $0                       $0                     $0                    $0
outs

      The base product is completed in the first two quarters
      The 3and 4 quarters are dedicated to feature/ functionality enhancements
      5and 6 quarters are dedicated to performance enhancement, operations and support
Revenue and Profit Projections




                                                                                                         ECONOMICS
                                          FYE 2010   FYE 2011   FYE 2012   FYE 2013    FYE 2014
                                            RM          RM         RM         RM          RM
Sales - Revenue                           751,045    7,343,721 41,380,573 124,160,851 309,336,429
         SME Kit                             519,747 1,842,957   5,402,681 16,229,060 42,203,252
         Biz Suite                           166,220 2,227,772 12,865,826 40,060,729 102,840,585
         Enterprise Suite S                        0    916,958 11,027,425 33,534,495 83,624,327

        Installation (Enterprise Suite)           0    1,069,455   7,194,798   20,461,972   48,121,023

        Installation (Business Suite)        132,976   1,247,698   4,796,532   13,641,314   32,080,682
        Long Tail Applications                15,552      38,880      93,312      233,280      466,560



                     20
                              New Product Profits
                                                                         Not included here
             Million RM




                     10                                                  are the consumer
                                                                         and advertisement
                                                            Profits      revenues
                          0
                               Q3
                               Q1

                               Q5
                               Q7
                               Q9
                              Q11
                              Q13
                              Q15
                              Q17
                              Q19




                  -10
Technology Risk                  Commercialization Risk




                                                                             RISK ANALYSIS
  Time to develop                Crossing the ‘chasm’
                                      Initial attraction / early adoption
  Ability to develop the code
                                  Forecast error
  Funding
                                  Long term product value



Sensitivity to Forecast Errors




                                                  Forecast Error
A Service Aggregation
                        and
              Orchestration Technology
             For telecommunication service providers




THANK YOU!



                             Developed by

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Web platform to (build, manage and grow business on the web) compose and orchestrate services on a federated network

  • 1. A Service Aggregation and Orchestration Technology For telecommunication service providers EXECUTIVE PAPER SAIBAL DAS CHOWDHURY - Asia Strategy Partners Developed by
  • 2. A new innovation in software technology that will unify the experiences of communication, collaboration and information processing into one A SMART WEB-TOOL TO BUILD, GROW AND MANAGE BUSINESS ONLINE Developed by
  • 3. Inexplicable Trends and the future Connected Experience Environment WHY WE CARE ?  Game changers: Cloud Computing, SOA, SaaS, web 2.0  Players: Amazon, Google, Oracle, IBM, HP ….  Key focus : the enterprise  The problem:  No solution for the small business  Processes do not end at the edge of the cloud  The world does not live in a single cloud  White space / Vacuum  Big opportunity for broadband providers
  • 4. Inconvenient Application Services THE PROBLEM & Other Technologically Advanced Company Size Adoption Rate Use of ERP Systems in UK Fortune 2000 95% Most of available business Countries Large: Over 1000 37.2% employees systems are not able to provide the scope and Small & Medium 6.5% dynamics - small businesses 10-50 employees 3.8% need. Derived from “Computerworld, UK” Dec, 14 2007 In the US, 75 per cent of businesses with a payroll have a headcount between 1 and 9 Insufficient Technology 1. Prohibitively expensive for small busineses APPLICATIONS 2. Inflexible and complex to use NETWORK 3. Requires specialists’ help in implementation 4. Long implementation cycle ACCESS Small businesses want software to adapt to their changing DEVICES needs, with easy interface; and they want it to be , “pay for what they use, how much they use.”
  • 5. Building a business on the web – “web-housing” THE SOLUTION Patentable Invention Talk about your Select Functions Add attributes Register web site Add services Connect to business community network •Industry •Choose 2 to 3 •Add contents •Select site •Review •Update •Products suggested •Choose or name contents profile •Geography layouts manipulate •Configure •Add services •Join in the •Products •Choose page organization •Add market place functions attributes •Get it hosted processes •Create •Organization •Choose basic like color, •Add tasks digital agents •Values . . . form, options position etc Providing small businesses with a tool and a map to design, configure and build the business on the web will change rules of competition Service Composition Patentable Invention Providing businesses with a recipe and a guide book to compose application services and their interfaces, custom fit to their business needs will change the way enterprise applications are built and used
  • 6. The addressable market A HUGE GLOBAL OPPORTUNITY A global scope and scale of business 2010 2011 2012 2013 2014 Number of new Geography company seat signup 1,789 7,922 33,309 94,731 222,783 Malaysia - 2010 Cumulate number of Singapore - 2010 Subscriber seat 1,789 9,711 43,020 137,751 360,534 Forecast No. of new consumer USA - 2010 Seat signup 3,493 16,693 65,035 192,127 368,885 India - 2012 Cumulate number of China - 2013 new Customers 3,493 20,186 85,222 277,349 646,234
  • 7. Product differentiation and value PRODUCT DIFFERENTIATION & POSITIONING The ability to compose and orchestrate a service over a federated network creates a much higher “value/cost” ratio for the user Positioning Solution as a Service The IKEA of Businesses Software as a Service Application solutions Interactive Shared Managed Communication Key to our success lies in our product positioning. It Services Services Services will give us a comparative advantage over rivals and create asymmetry of motivation Access Services
  • 8. MARKETING PLAN Go to Market model Geography A- P NA
  • 9. Business Model BUSINESS AND REVENUE MODEL  Free web housing – pay for utilities  Existing client base to start  Licensing of technology platform  Telecom operators world-wide Revenue Streams  Advertising revenues  Licensing revenues  End user revenues  Subscription  Pay per use
  • 10. Timelines CURRENT STATUS Month 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30 31 32 33 34 INCREMENTAL DISCOVER DEFINE DEVELOP and TEST DEVELOPMENT Product Launch Product Launch (Web Builder, Office) Product Launch (Business Suite, e-services) (Enterprise Suite, SaaS) Current status Summary DISCOVER DEFINE DEVELOP LAUNCH • Surveys conducted • Product definitions Product definitions and designs completed Project costing and engineering completed • Secondary • Product research design & and analysis engineering done • Concept • Proof of Concept First product rollout in six moths architecture tested • Feasibility analysis LOI from a US-based service provider • Detailed project plan COMPLETED
  • 11. INVESTMENT SCHEDULE Quarterly milestones and product development investment schedule Q1 Q2 Q3 Q4 Q5 Q6 Milestones • Requirement and UI • B2B Community • Genetic Algorithm • Limited ERP • More services on • Advancement of templates sign-off Portal with basic for Configuration Tool applications Mobile Configuration tool by • Meta-Data Engine collaboration services • Mobile Enablement • B2B and web • Developer Portal Self-Learning and CMS Design like Invitation, Blogs, • Service Layer collaboration Apps • Performance component • Configuration tool Polls, Wikis, Mails, Enhancement • Mobile Management Engine • Presentation technical design Messages etc. • Configurator and Enhancements • Business Community templates in library • Configuration Tool • External cloud Apps Presentation • Web / Video Portal • Transformation basic • Service Orchestration Enhancement Conferencing Enhancements Editor, Test Centre, implementation • New Services to • SIP / VOIP • Presentation Engine Dashboard etc • Integration with Service Catalogue • Performance enhancements • More B2B CMS Portal and • Integration with Management • Service Layer Virtualized Services Service Layer Billing & Charging • Performance and Enhancements and Security Testing Applications like ERP, CRM etc. • Developer Portal Total Cost $1,311,105.54 $1,360,031.52 $881,451.32 $898,734.68 $596,968.81 $774,166.20 (USD) People Cost $886,940.24 $896,310.76 $881,451.32 $898,734.68 $596,968.81 $774,166.20 Hardware $227,004.30 $254,535.76 $0.00 $0.00 $0.00 $0.00 S/W Bought- $197,161 $209,185 $0 $0 $0 $0 outs  The base product is completed in the first two quarters  The 3and 4 quarters are dedicated to feature/ functionality enhancements  5and 6 quarters are dedicated to performance enhancement, operations and support
  • 12. Revenue and Profit Projections ECONOMICS FYE 2010 FYE 2011 FYE 2012 FYE 2013 FYE 2014 RM RM RM RM RM Sales - Revenue 751,045 7,343,721 41,380,573 124,160,851 309,336,429 SME Kit 519,747 1,842,957 5,402,681 16,229,060 42,203,252 Biz Suite 166,220 2,227,772 12,865,826 40,060,729 102,840,585 Enterprise Suite S 0 916,958 11,027,425 33,534,495 83,624,327 Installation (Enterprise Suite) 0 1,069,455 7,194,798 20,461,972 48,121,023 Installation (Business Suite) 132,976 1,247,698 4,796,532 13,641,314 32,080,682 Long Tail Applications 15,552 38,880 93,312 233,280 466,560 20 New Product Profits Not included here Million RM 10 are the consumer and advertisement Profits revenues 0 Q3 Q1 Q5 Q7 Q9 Q11 Q13 Q15 Q17 Q19 -10
  • 13. Technology Risk Commercialization Risk RISK ANALYSIS  Time to develop  Crossing the ‘chasm’  Initial attraction / early adoption  Ability to develop the code  Forecast error  Funding  Long term product value Sensitivity to Forecast Errors Forecast Error
  • 14. A Service Aggregation and Orchestration Technology For telecommunication service providers THANK YOU! Developed by