Media Advisory
ATP Workshop on Introducing Component-based Software into the Market

Okay, we've made the breakthrough, now what? Introducing a new software product into the market is always difficult, but never more so than when your product challenges the industry to change its thinking or adopt a new paradigm. The NIST Advanced Technology Program will address this problem in a special workshop for companies participating in its focused program on Component-Based Software. The workshop will be held at the Hyatt Regency in Monterey, CA.

Because the topics may be of interest to reporters covering the software industry, the ATP would like to invite you to the workshop's final session, on Friday, September 22. Three panel sessions will initiate discussions on financing opportunities for new software companies, developing successful strategic alliances, and marketing the paradigm-shifting product. Workshop participants will include representatives of the companies working on component-based software projects under the ATP, and invited speakers and panelists from the software and investment communities. This workshop brings together 16 companies doing advanced software development work which we believe has a substantial potential for revolutionizing various aspects of the software development industry.

An agenda for the panel discussions is attached. Reporters interested in attending these panel sessions are asked to notify Michael Baum at (301) 975-2762 michael.baum@nist.gov.

The ATP program on Component-Based Software is a five-year effort to establish the technical foundations for fundamental change in the software industry. Drawing on current research in automated software design and production, the program supports projects to enable a market in small, broadly useful software components, somewhat analogous to the specialized integrated circuits that make up today's component-based computer hardware. Characterized and described by formal specifications, these components will be automatically combined and configured by software composition tools to mesh in large applications without requiring the user to understand the intricacies of the individual components. As a result, software application producers will be able to shift their emphasis from the mechanics of the software development process to the more important task of meeting application needs by using automated tools to assemble and integrate independently produced components bought from specialized software component vendors.

ATP Component-Based Software
Awardee Workshop
Hyatt Regency Monterey
One Old Golf Course Road,
Monterey, CA

Revised Agenda - September 22, 1995

7:00	Continental Breakfast and Workshop Check In
8:00	Welcome - David Fisher
8:15	Panel 1: Financing Options and Opportunities ATP awardees are not funded through the commercialization phase. The ATP program presumes that firms will find internal funds or be ready to attract strategic partners or outside capital. The capital market is highly specialized and variegated. Firms need to think and plan this stage of their development most carefully. The panel will address what awardees need to do to prepare to shape the development of their activity so as to be able to raise additional financing.
10:00	BREAK
10:20	Panel 2: Marketing the Paradigm Shifting Software Product Marketing technology is tough. Marketing paradigm shifting technology with no proven business models is extremely tough. How much do you charge for your product... a lot or a little? How much support do you offer... a lot of a little? Do you use direct sell, distributors or develop a strategic alliance with just a few big customers? Or do you use some combination? And don't forget to ensure there is still some profit to be found after marketing success! This panel will address the tough issues of marketing and selling paradigm shifting software including exploring various strategies of pricing, distribution and support, and the features and characteristics of various marketing channels will be considered.
12:00	LUNCH
1:00	Panel 3: Developing Successful Strategic Alliances Success can often be greatly enhanced by combining the most competitive traits from several firms. Strategic alliances can be an excellent way to develop this synergy without losing enterprise control, but the costs, time and uncertainty in establishing a truly helpful strategic alliance can be daunting. This panel will deal with the pros and cons of strategic alliances and how to make the connections necessary to develop those ideal alliances. This panel will explore issues related to making contacts with potentially qualified partners, and determining whether an alliance will help or hurt a venture's success.
3:00	BREAK
3:15	Discussion
4:00	Closing Remarks - David Fisher

Date created: September 13, 1995
Last updated: April 12, 2005