Product & Competitive Overview

1. Product & Competitive Overview Fiorano SOA Platform

2. FIORANO Sales Training - Two Day Agenda • WHO IS FIORANO - The 10,000 foot view? • FIORANO PRODUCTS OVERVIEW • WHAT DO THE TOP INDUSTRY ANALYSTS SAY ABOUT FIORANO’S MDS? • WHO USES FIORANO TECHNOLOGIES? • FIORANO MESSAGE DRIVEN SOA V’S PROCESS DRIVEN • FIORANO SOA BUSINESS VALUE PROPOSITION • PRODUCT AND COMPETITIVE OVERVIEW • FIORANO SALES PROCESS • IDENTIFYING OPPORTUNITIES • CLOSING OPPORTUNITIES • SWEET SPOTS FOR MEESAGE DRIVEN SOA • FIORANO SAP GENERIC SOLUTIONS • PRICING / LICENSING • RESOURCES - PARTNER PORTAL

3. About Fiorano Software AWARDS GLOBAL Fiorano ESB-"Best Java ESB” FioranoMQ- "Best Java Messaging Tool” Offices : 10 Worldwide Founded : 1995 Intelligent enterprise names Fiorano Software a "Company to Watch" in 2006 DEPLOYMENTS Fiorano ESB - Winner of WSJ's “World Class Product Award” • 400 customer sites globally • Global Partner Network • No failed Deployments SD Times names Fiorano as Leader and Innovator in Integration & Middleware for third consecutive year

4. content Product Overview • Elevator Pitch • Value Proposition • Pricing Competitive Overview • Developing a competitor profile • Major products/services • Years in business, market share, Financial Stability • Major customers, product quality …… (add more here) • Competitive Matrix • Top 6 competitors (IBM, Oracle, Microsoft, Software AG, Tibco, Sonic) • Criteria considered by customer when choosing a product (review past history) Evaluate Strengths and Weaknesses • What does Fiorano do better than the competition? • What do our Competitors do better than Fiorano? • What will cause customers to buy from Fiorano instead of the competition?

5. Product Overview

6. Elevator Pitch Quickest Path to an SOA. • An SOA can be implemented on Fiorano up to 4 times faster than with competitive products • Ideal for tactical SOA projects rather than for “big bang” SOA Transformation projects Reduced Consulting/Development Costs. • Up to 4x lower consulting/development effort • For System Integrators, reduced development time improves profitability in fixed-price projects Easy, Rapid Change Management. • Changes to existing processes achieved in near real-time, with minimal IT intervention and cost Real-time Reactiveness • Ability to react immediately to changing market conditions : with minimal programmers, without new Hardware or new Software

7. Value Proposition Quickest Path to an SOA. • Fiorano dramatically speeds the implementation of a Service Oriented Architecture (SOA), allowing IT to be more responsive to changes demanded by business managers. • Completely standards-based integration and event-driven BPM (Business Process Management) platform, enabling an easy learning curve: standards include JMS, JCA, XML, .NET and J2EE security • In a given unit of time, one can implement 4 Fiorano processes for each single process implemented on top of IBM’s Websphere platform, for an overall gain in productivity of 80% • Reduced ongoing Management Costs: single view for composition/deployment/monitoring allows processes to be easily managed and scaled across multiple machines with reuse of existing hardware; no new expensive hardware and software costs Reduced Consulting Costs. • Dependencies on outside consulting efforts are reduced per project by over 80% (up to 4x less consulting needed) • Dramatically increased profitability for fixed-price development projects

8. Value Proposition (2) Easy Change Management; Scalability; Efficiency • Changes to existing processes achieved in near real-time, with minimal IT intervention and cost • New processes implemented at a fraction of the cost of existing solutions • Ability to react immediately to changing market conditions : with minimal programmers, without new Hardware or new Software; extremely low downtime • SCALING is easier Gartner comments on Fiorano • Unique and highly productive development process and runtime paradigm • Proven, scalable and reliable message-oriented middleware (MOM) backbone • Compatible with diverse operating systems and application servers • Able to address a broad range of projects, from simple SOA to high-end, sophisticated application integration scenarios, including those requiring orchestration

9. Pricing Four separately priced modules • see separate spreadsheet for detailed pricing; prices below are indicative and may change Servers (read ‘$’ as EUROS in Europe and GBP in the UK) • MQ Enterprise Server : $7500/CPU • SOA/ESB Enterprise Server: $40,000/CPU (includes MQ Server) Tools : $995/user (deployment only) Adapters: priced per CPU • Database, file, HTTP, SAP and many other available adapters QA/Staging Environments • 25-50% of deployment pricing Development Subscriptions • $5,000 per developer per year (full suite) Support/Maintenance • 20% of list price (or sale price - negotiated)

10. competitive Overview

11. Competitive Profile - IBM Major Products/Services • Multi-Platform Integration/BPM, middleware, broad range of solutions Years in Business • about 80+ Market Share • over 20% of integration market (Gartner) Financial Stability • Very stable; in business over 80 years Key Customers • All major industries, worldwide; presence across the globe Quality • Good; not the best or easiest to use technology, but overall quality standards are very good

12. Competitive Profile - TIBCO Major Products/Services • Multi-Platform Integration/BPM, middleware Years in Business • since 1986/87 - about 20 years Market Share • over 10% of integration market (Gartner) Financial Stability • relatively stable; stock price is constant and profitability slowly increasing Key Customers • Many major industries, worldwide; focus is USA/Europe, Japan Quality • Good; perceived technology leader; overall quality standards are very good

13. Competitive Profile - Sonic Major Products/Services • Multi-Platform Integration/BPM, middleware Years in Business • since 2000 - about 6 years Market Share • Small (less than 2%) market share, new player (Gartner) Financial Stability • fairly stable; subsidiary of Progress Corp (public company with a stable stock and $1B+ market cap); DUNS rating is fair Key Customers • Primarily in the U.S., across many verticals; UK/Europe are other focal points Quality • Fair; overall technology is a little behind Fiorano in ease-of-use • Strong marketing and good marketing budget (from Progress Corp.); so perceived quality is higher than real quality

14. Competitive Profile - Oracle/BEA Major Products/Services • Multi-Platform Integration/BPM, Application Servers, Middleware Years in Business • since 1977 - about 30 years Market Share • Medium (less than 6%) market share (Gartner) Financial Stability • Stable; Large, well respected public company Key Customers • Worldwide presence, including USA, UK/Europe, China, Japan and India/APAC Quality • Reasonable to Good; Acquired BEA, a leader in the application server space • overall integration/BPM technology is heavyweight and difficult to use compared to Fiorano • Strong marketing budget implies perceived quality is high

15. Competitive Profile - Microsoft Major Products/Services • Integration Server (Biztalk); Web-Services Framework (Indigo) Years in Business • Since 1975 - about 30 years Market Share • Medium/High (less than 10%) market share (Gartner); focus is on SMB space Financial Stability • Extremely stable! Key Customers • Worldwide presence, strong partner channels Quality • Fair; not perceived as being “enterprise quality” • Has a history of improving product quality over time; excellent tools integration with integration software • Only works on Microsoft platforms; not cross-platform, which is a major plus for Fiorano in competitive situations

16. Criteria used by Customers in choosing Products for Integration/BPM Technology completeness • How complete is the technology from a feature standpoint? • Required features can become complex: BPM/BPEL, Web-Services Support, exposing flows as web-services, and much more Price • Competitive pricing is becoming more important; customers want real value for money, and good options for support to create long-term relationships Ease of Use of Products (critical factor) • How quickly can a new process be developed and deployed? • How easy is it to modify and redeploy a process (change management, ease of change)? • Does the product reduce dependencies on external consultants? If so, how much? Financial Stability • How many employees does the Vendor have? How stable is the vendor? Is the vendor profitable? How long as the vendor been in business? What do other customers say about the vendor? • “Who else in my industry (and my country) uses the product?” Local Presence • This is less of a concern now (2009); with the global downturn, customers are willing to call anywhere for support if they can save on costs

17. Evaluating strengths & weaknesses

18. Strengths and Weaknesses - 1 What does Fiorano do better than our competitors? • Faster time to deployment. Fiorano allows processes to be developed and deployed at least 3 to 4 times faster than competitive products, saving valuable time-to-market and reducing development costs dramatically • Easier Change Management. Fiorano allows existing processes to be modified very quickly, with minimal impact on other software systems within the enterprise; typical changes take hours to days, not weeks; value: time and money savings • Highly responsive and high-quality support. Fiorano technical support is consistently praised by customers; we fix bugs faster and turn around patches to customers better than our typically larger competitors • Unique Product Architecture - enables new component-based applications to be deployed, beyond integration and BPM

19. Strengths and Weaknesses - 2 What does our competition do better than Fiorano? • Product Marketing. The competition typically invests serious money in product marketing, including programs for advertising, web-site development, marketing collateral, etc. • Sales Process/Closures. The competition has a highly trained sales staff that is typically very experienced and knows the local culture intimately. They use a combination of professionalism and FUD to outwit Fiorano, since Fiorano typically wins a technical POC. • Product Features. In some cases, competitive products have certain features (such as BPEL) that some customers might want. However, with SOA 9.0, Fiorano also has many features (such as in-built support for event-driven architecture) that the competition does not. The Key is to try to guide the customer towards our benefits. • Company-viability/size FUD (Fear, Uncertainty and Doubt). This is the #1 reason for Fiorano to lose a deal. The competition uses company-viability and size as the #1 attack option against Fiorano.

20. Strengths and Weaknesses - 3 What will cause our prospects to buy from Fiorano instead of the competition? • Proof of Concept competition. Fiorano’s success-rate over competitors is almost 5 to 1 in technical proof-of-concept standoffs. Fiorano’s technology allows processes to be built a lot faster than products from other vendors, and changes to processes are implemented very quickly too. Technically, Fiorano is always liked by the customer the most, and so a POC always results in a win for Fiorano. • Smaller Customers with less complex legal agreements. 60% of all Fiorano customers are in the SMB space: companies that have between $30-$500M in revenue. Such customers do not typically have very complex legal agreements and close deals quickly since they typically find Fiorano’s contracts quite friendly (compared to larger companies). • Pricing flexibility. Fiorano is already flexible in its pricing and continued flexibility in offering discounts to customers will ensure we are chosen over competitors. • Continued responsive support. Fiorano’s support system is renowned for it’s quality and efficiency. We need to find a way to scale our support while not losing money and not adversely affecting our core development.

21. Summary: Get More PoC's Thank you! for more details Visit www.fiorano.com