Conference Chairman Keynote & Welcome Capitalizing on MDM in Times of Crisis Aaron Zornes, Founder & Chief Research Officer, The MDM Institute -------------------------------------------------------------------------------- MDM is particularly important in today’s increasingly complex and harsh global business landscape – in part due to increasingly demanding suppliers, trading partners, customers … as well as financial challenges and government regulations. Despite the current economic crisis, analyst firms have declared MDM to be “recession proof” as businesses strive to dramatically reduce costs, meet compliance reporting mandates, deliver increased sales and marketing effectiveness, and provide superior service to customers and suppliers. MDM and its variants – customer data integration (CDI), product information management (PIM), and data governance – all significantly contribute to these tactical business priorities. Research analysts at the MDM Institute annually produce a set of twelve milestones for their MDM Road Map to help Global 5000 enterprises focus efforts for their own large-scale, mission-critical MDM projects. This keynote will focus on this set of strategic planning assumptions and present an enlightening view of the key trends and issues facing IT organizations during 2009-10 and beyond by highlighting: Understanding the impact of MDM market momentum, maturation, and consolidation Coping with the skills shortage for data governance, MDM project leadership, & enterprise architecture Identifying the essential (vs. desirable) features of an enterprise-strength MDM solution

1. “ Capitalising on MDM in Times of Crisis” MDM SUMMIT Asia-Pacific 2009 Keynote Aaron Zornes Chief Research Officer The MDM Institute [email_address] +1 650.743.2278

7. Working Definitions Data Governance (DG) Formal orchestration of people, process, & technology to enable an organization to leverage data as an enterprise asset. CDI is mandatory first step for most organisations on journey to MDM Master Data Management (MDM) Authoritative, reliable foundation for data used across many applications & constituencies with goal to provide single view of truth no matter where it lies. Product Information Management (PIM) Processes & technologies for recognizing PRODUCT, SUPPLIER, & PRICING master data Customer Data Integration (CDI) Processes & technologies for recognizing a customer & its relationships at any touch-point while aggregating, managing & harmonizing accurate, up-to-date knowledge about that customer to deliver it ‘just in time’ in an actionable form to touch-points.

8. Working Sub-Definitions For most G5000 enterprises, multiple (often all) variants will be needed to make MDM initiatives successful Analytical MDM Definition, creation, & analysis of master data; examples: counterparty risk mgmt apps & financial reporting consolidation Collaborative MDM Definition, creation, & synchronization of master reference data via workflow & check-in / check-out services; examples: PIM data hubs & AML Operational MDM Definition, creation, & synchronization of master data required for transactional systems & delivered via SOA; examples: near R/T customer hubs & securities masters

31. Authoritative Relevant Independent Aaron Zornes Founder & Chief Research Officer The MDM Institute The-MDM-Institute.com a.k.a. www.tcdii.com