Serena Software Launches First Mashup Exchange

Bangalore, Karnataka India (PressExposure) April 30, 2008 -- Serena Software today announced that it has launched Serena® Mashup Exchange™ ([]), an online marketplace to accelerate the creation and use of Business Mashups. Business users and internal IT departments as well as consulting and channel partners will be able to find, buy, and sell pre-packaged Mashups, Web services, and professional services—without incurring any fees or commissions from Serena.

Serena is providing this online marketplace to change the way businesses confront the “long tail” of IT applications -- projects that individually are too small to warrant IT support yet, when taken collectively, represent a market opportunity.

"The Thomas Howe Company, an award winning voice Mashup consultancy, is excited about partnering with Serena in the Mashup Exchange," said Tom Howe, CEO of The Thomas Howe Company. "We can see that Serena is prepared to provide a winning combination of technology platform, developer support, and go to market strategy. As a result, we are building a very lucrative business using this online marketplace to buy and sell Mashups."

“The combination of Serena Mashup Exchange and StrikeIron’s Marketplace Web Services makes it easy for any business to access critical business information quickly and on-demand,” said David Linthicum, CEO of StrikeIron. “Now developers, business users, and Serena partners have easier access to live data and a better way to acquire critical business information. Serena has effectively leveraged Data as a Service to drive their marketplace, opening up even more development opportunities for developers and partners in the future.”

MicroExchanges: Multiple Levels of Private and Public Access

Serena Mashup Exchange enables users to create on-demand communities around software offerings or practice areas so they find the Mashups and resources they need. Companies can create private MicroExchanges for secured internal interchange between IT and business units; for example, IT can help business users by publishing Mashup-enabled access to an internal SAP system in a secured, private MicroExchange. Companies can also create open communities for public access for debate, collaboration, and crowd-sourcing. By using HiveLive’s LiveConnect Community Platform, Serena can allow its customers to build virtually any combination of private or public MicroExchange.

The Mashup Exchange gives users an easy way to automate business processes by:

· Bringing together a community of power users who are eager to connect on the Mashup Exchange, and start mashing simple applications themselves.

· Providing “Mashables” or building blocks such as template workflows, Mashup parts, and Web services needed to build their own Mashups.

· Fostering online collaboration between Lines-of-Business and IT, with the best balance of control and self-service.

“Serena Mashup Exchange encourages innovation and collaboration among business users to solve everyday business problems, while also ensuring that IT governance standards are upheld,” said René Bonvanie, SVP, Global Marketing, Partnerships and Online Services, Serena Software.

The launch of the online marketplace represents another milestone in Serena’s plan to reinvent its business around Web 2.0 technologies and user-driven transformations taking place within the enterprise. The company last fall unveiled its free Serena® Mashup Composer™ for the point-and-click creation of Business Mashups to make it easy for business users to visually design simple applications, while freeing up the scarce resources of development. For a monthly subscription fee, these Mashups can be deployed and run on Serena’s on-demand platform, or hosted on premise behind the firewall.

Serena has already created a number of Business Mashups that are available to users for no charge under Creative Commons licenses. Similarly, Serena recommends that small partners give away their Mashups to build notoriety.

About Serena Software, Inc. Serena Software, Inc. provides services to make Enterprises and the business people within them more productive. More than 15,000 organizations around the world, including 96 of the Fortune 100, rely on Serena solutions delivered either on premise or on demand, to provide visibility and efficiency to the application development process. The company provides software services such as Serena® Mariner® (Project & Portfolio Management), Serena Business Mashups and Serena® Dimensions® (Change & Requirements Management), and will be providing Agile Lifecycle Management tools in the near future. Serena is headquartered in Redwood City, California, and has offices throughout the U.S., Europe, and Asia Pacific. For more information on Serena solutions and services, visit

About Mutual PR

Serena, Mariner and Dimensions are registered trademarks and Mashup Composer and Mashup Exchange are trademarks of Serena Software, Inc. All other products or company names are used for identification purposes only, and may be trademarks of their respective owners. Copyright © 2008 Serena Software, Inc. All Rights Reserved.

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Press Release Submitted On: April 29, 2008 at 4:57 am
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