Rebooting the EU App Economy / Fraunhofer HHI, Berlin, Germany / 13th November 2013

1. Rebooting the EU AppEconomy
Supporting the EU AppEconomy – Addressing EU Market Conditions
ECOSYSTEM by ASM Corporation
Wednesday, November 13th
Fraunhofer Heinrich Hertz Institute, Berlin

2. ECOSYSTEM by ASM Corporation
Anyone can create a marketplace. At Rakuten, we've created an ecosystem.
The choice of the word “ecosystem” is not accidental. It’s an intentional reference to the organic
relationships that bloom in the natural world. A successful ecosystem serves all its residents and
supports all its resources. We recreate that concept on the Internet. In that way, we are much
more than a mall.
Hiroshi Mikitani, CEO, Rakuten Inc.
 What is the target of ECO-SYSTEM ?
Build an Eco-system of app developers, Businesses and endcustomers.
 Because everyone will be a member of this eco-system and will
benefit from it, our solution is named:
ECO-SYSTEM
 ECO-SYSTEM addresses the market fragmentation and
workforce issue.

3. ECOSYSTEM by ASM Corporation
Plan of the presentation
1. Our analysis of current situation
2. Description of ECO-SYSTEM
a) European Apps Tendering System
b) EATS Challenge
c) EATS Venture
3. Lifely Impact of ECO-SYSTEM
4. Implementation of ECO-SYSTEM

4. Our analysis of current situation
Our solution is based on following analysis
 Customers do not want to pay for Apps
 Business are willing to develiver apps to their customers in order
to:
 Improve brand awarenessamongcustomer
 Provide new services
 Build data
 Skilledworkforce of appdevelopersispresent in Europe
Conclusion:
B2B is the solution. But, need to connect
- Business requiring new apps
- Appdevelopment teams

5. ECOSYSTEM by ASM Corporation
Plan of the presentation
1. Our analysis of current situation
2. Description of ECO-SYSTEM
a) European Apps Tendering System
b) EATS Challenge
c) EATS Venture
3. Lifely Impact of ECO-SYSTEM
4. Implementation of ECO-SYSTEM

6. Description of ECO-SYSTEM
ECO-SYSTEM is the combination of 3 Stepslinkedtogether
EuropeanAppsTenderi
ng System
EATS Challenge
Main features:
Cost effective market
placewhich connects Teams of
Apps developers to
Businesses which would like
to offer new Apps to their
customers.
Main features:
Yearly challenge for Apps
Development inspired from
DARPA Challenge
Implementation:
Website where:
-Businesses can launch
invitation for bids;
-Teams of Apps developers
build up & make an offer.
-Business selects best offer
-Follow-up&contractual
exchange
Implementation:
- Yearly Challenge
- Price worth 1M euros
- 1 theme defined by a
European Company and 1
theme defined by EATS
organization.
EATS Venture
Main features:
Venture capitalist fund
managed by EATS
Organization
EATS Organization may
become a major stakeholder in
European App Industry, by
investing every year in
promising Start-ups.
Implementation:
-Organization of events between
Venture Capitalists and
Entrepreneurs in Apps industry
-Invest in start-ups along with
these VCs.

7. ECOSYSTEM by ASM Corporation
Plan of the presentation
1. Our analysis of current situation
2. Description of ECO-SYSTEM
a) European Apps Tendering System
b) EATS Challenge
c) EATS Venture
3. Lifely Impact of ECO-SYSTEM
4. Implementation of ECO-SYSTEM

8. EuropeanAppsTendering System
Whatis the goal of EuropeanAppsTendering System ?
It is tocreate an open market for B2B Appsindustryby allowingany team of
appsdevelopers to gain access to “call for bids” launched by businesses.
Thanks to this concept:
•End-Customersgetbright and creativeapps for free,
•AppDevelopment Team gethandsome revenue from the Business,
•Business obtains Brand Awarenessfrom the End-Customer, by offering an App in
the customer’spocket.

9. EuropeanAppsTendering System
How doesEuropeanAppstendering System websitework ?
Businessupload their Request for bid
App Development Teambuild-up together
Connectvariousskillsfrom all accross
Europe (iOSdeveloper, translator
fromSwedish to Portugese, designer,
Androiddeveloper)
App Development Teamwill bid for this RFQ.
Businessselect the most suitable offer.
Businesses willbenefitfrom large panel of
potentialsuppliers
The App Development Teamand the
Businessorganize the regular follow-up of the
development of the App.
The Businesspays the App Development
Team when the App is complete.
EuropeanAppsTendering System as a
reliableThird party whichensurepayment.
The Businessquotes each App Development
Team members.
For nextdevelopments, business will
know in advance the quality of the job
thatwillbeperformed

10. ECOSYSTEM by ASM Corporation
Plan of the presentation
1. Our analysis of current situation
2. Description of ECO-SYSTEM
a) European Apps Tendering System
b) EATS Challenge
c) EATS Venture
3. Lifely Impact of ECO-SYSTEM
4. Implementation of ECO-SYSTEM

11. EATS Challenge
Whatis the goal of EATS Challenge?
Push the best teams for app developers to work on themes which are of interest for
the European people or the European Industry.
2 challenges are proposed
Clearly, inspiration is DARPA Challenge
Why a 1 M euros prize ?
EATS Challenge is the flagship of
European Apps Tendering System.
Because the prize offered to the best App development
Team will be very big, every App Developer will know
about this challenge. Then, every App Developer will also
know about European Apps Tendering System.
Subsequent Goal:
-Increase the fame of European Apps Tendering System among App Developers
-Increase the fame of European Apps Tendering System among Businesses

12. EuropeanAppsTendering System
EATS Business Challenge
Main features:
A Business defines a theme and requests app
developers to develop an App that follows this
theme.
Possible themes can be: “Connected Cars”,
“High Performance Computing”, “3rd industrial
revolution”.
Example :
Major American Automakers like Ford have made
major steps in the field of “connected cars”. Around
2,500 developers have signed up since January to
develop apps that work with Ford SYNC. GM also
has its own project. This is just the beginning of a
new era for the automotive services industry,
insurance industry, after-sales management, ecofriendly driving, automobile sharing, second-hand
sale of the car, leisure for passengers, Responsible
Connectivity, Informed Driving, Location Services
and Telematics convenience.
Implementation:
- Challenge lasts 6 months
- The Apps development teams will have 6 months
to create and deliver an App corresponding to this
theme
- The 5 best Apps are selected by the business
- The prices for these apps shall be 1M€, 200k€,
100k€, 100k€ and 100k€, paid by the business.
Besides, Every App development Team shall leave
the source code property of the App to the
business – and commit not to deliver it to other
competitors of the business.
Next year, European Apps Tendering System may
invite one major European Automaker to subsidize
this challenge. The theme shall be: New Apps on a
dashboard tablet for passengers and drivers.

13. EuropeanAppsTendering System
EATS People Challenge
Main features:
The European Apps Tendering System
Organization defines a theme and requests app
developers to develop an App in a field of interest
for the European people.
Example :
Between 2010 and 2050, the elderly population in
Europe will increase by 58 million. Although these
potential customers might be less fond of
technology, screens will be everywhere and they
can be a major help for them.
Possible themes can be: “Elderly People”,
“Improving European Awareness”, “Helping Young
Parents”, and “Cheaper Life”.
Implementation:
- Challenge lasts 6 months
- The Apps development teams will have 6 months
to create and deliver an App corresponding to this
theme
- The 5 best Apps are selected by the business
- The prices for these apps shall be 500k€, 200k€,
100k€, 100k€, 100k€, paid by the EATS
Organization.
The prizes shall be divided into 2 parts:
-20% directly given
-80% to be invested in the project of the Apps Development
Team by EATS organization under the condition that the
Apps Development Team does launch this project in
exchange for alimited stake.
Next year, European Apps Tendering System may
propose the theme “Elderly People”. These apps
could help follow the health, detect abnormal
behavior of the person holding the device, prevent
Alzheimer by training the brain, ask for help, detect
diseases spread and so on.

14. ECOSYSTEM by ASM Corporation
Plan of the presentation
1. Our analysis of current situation
2. Description of ECO-SYSTEM
a) European Apps Tendering System
b) EATS Challenge
c) EATS Venture
3. Lifely Impact of ECO-SYSTEM
4. Implementation of ECO-SYSTEM

15. EATS Venture
Whatis the goal of EATS Venture ?
EATS Venture is a Venture capital fund managed by EATS Organization.
Whyisitmeaningful ?
EATS Venture is based on a huge
competitive advantage
Thanks to both European Apps Tendering System and
EATS Challenge, EATS Venture will have:
•Direct access to the European Apps developers and
good knowledge of their real skills.
•Direct access to the Businesses and good knowledge
of their needs concerning Apps development.
EATS Venture isverydifferentfrom
the 2 stepsdescribedbefore
• EATS Venture requires higher
amount of cash
• But EATS Venture can be launched
as a second step
because the competitive advantage comes from the fact
that European Apps Tendering System knows the
European Apps Eco-system better than anybody.
Based on this competitive advantage, it will be best positioned to:
•Organize regular events between Entrepreneurs and Venture Capitalists in
Brussels.
•Invest in start-ups in this field along with these Venture Capitalists.

16. EATS Venture
How does EATS Venture work ?
Twice a year, EATS Venture invites its
Affiliated Members to present a Business Plan
Selection process:
EATS Venture selects the 10 best App
Development Teams to present their Business
Plan to VCs during a 2 hour meeting (1 hour of
presentation and 1 hour of questions).
Actual Capital Investment
EATS Venture may invest in a project only
along with other VCs through a fund – which
we shall call EATS Venture fund.
Start-Ups follow-Up
EATS Venture will support the Start-Up
through technical advice.
The Affiliatedmembers are
anyAppDevelopment Team or
AppDevelopment Team memberswho
have alreadyparticipated in
EuropeanAppsTendering System.
This maybe a specialeventat Brussels
organized by the EC.
Every year, EATS Venture shall pour
2M€ into EATS Venture fund.
Technical advice can be legal advice,
accounting help, brainstorming and
networking

17. ECOSYSTEM by ASM Corporation
Plan of the presentation
1. Our analysis of current situation
2. Description of ECO-SYSTEM
a) European Apps Tendering System
b) EATS Challenge
c) EATS Venture
3. Lifely Impact of ECO-SYSTEM
4. Implementation of ECO-SYSTEM

18. Lifely Impact of ECO-SYSTEM
For European Businesses
They improve brand awareness
because they deliver original
Apps to their customer at the
lowest cost.
Originality & low cost is ensured by a large
call for bid
In the case of EATS Business
Challenge, the business will
obtain source code of hundreds
of Apps which they can sell to
their customers
For European Apps
Developers
They generate additional
income through:
- Development of Apps for
Businesses,
- Participating in EATS Business
Challenge or EATS People
Challenge
For European Customers
They get original Apps for free
either from the Business, from
EATS Business Challenge or
from EATS People Challenge.
EATS Organization: an IT Company without overhead
Its hundreds of affiliated members will develop Apps for businesses.
However, EATS Organization will almost have no employee at all: overhead will almost be zero.
This is the most cost-effective organization.
1+1+1 bigger than 3
EATS Challenge gives notoriety to European Apps Tendering System
EATS Venture business model is based on the competitive advantage comes from European
Apps Tendering System and EATS Challenge

19. ECOSYSTEM by ASM Corporation
Plan of the presentation
1. Our analysis of current situation
2. Description of ECO-SYSTEM
a) European Apps Tendering System
b) EATS Challenge
c) EATS Venture
3. Lifely Impact of ECO-SYSTEM
4. Implementation of ECO-SYSTEM

20. Implementation of ECO-SYSTEM
European Apps Tendering System
Jan. 2016
March. 2014
EATS Challenge
Phase 1: Launch of EuropeanAppsTendering
System & EATS Challenge:
Limited investment (websitedevelopment, making
contacts withpotential businesses
whichcouldbecustomer of EATS Organization).
The biggestcash-outwillbe the prizes for the EATS People Challenge.
But thiscash-outwilloccurat least after 15 months. Indeed, depending on
the priorsuccess of EuropeanAppsTendering System, EATS Challenge
prizecanbereduced or delayed.
EATS Venture
Phase 2: Launch of EATS Venture:
This phase shall be launched only if the
following conditions are met:
- The income from European Apps Tendering
System is sufficient
- The EC accepts to support EATS
Organization
- Other Venture Capital Funds accept to go
along EATS Venture.

21. CONCLUSION
EuropeanAppsTenderi
ng System
EATS Challenge
Main features:
Cost effective market
placewhich connects Teams of
Apps developers to
Businesses which would like
to offer new Apps to their
customers.
Main features:
Yearly challenge for Apps
Development inspired from
DARPA Challenge
Implementation:
Website where:
-Businesses can launch
invitation for bids;
-Teams of Apps developers
build up & make an offer.
-Business selects best offer
-Follow-up&contractual
exchange
Implementation:
- Yearly Challenge
- Price worth 1M euros
- 1 theme defined by a
European Company and 1
theme defined by EATS
organization.
EATS Venture
Main features:
Venture capitalist fund
managed by EATS
Organization
EATS Organization may
become a major stakeholder in
European App Industry, by
investing every year in
promising Start-ups.
Implementation:
-Organization of events between
Venture Capitalists and
Entrepreneurs in Apps industry
-Invest in start-ups along with
these VCs.
In a word, European Apps Tendering System will be a profitable organization
because it will be a trustworthy partner for businesses and App Development teams.
If implemented, It will be at the head of the hub of European B2B Apps Market.

22. Thankyou for your attention
www.saint-marcoux.com
a_saint_marcoux@yahoo.fr