This document discusses EPAM's vision for a product development services (PDS) model to address changes in technology and markets. It sees an opportunity to work with companies increasingly reliant on software and digital services. The summary is: 1) EPAM sees an opportunity to work with non-software companies increasingly dependent on software and digital services to create products and platforms. 2) However, there is a skills gap as these companies need expertise in both legacy systems and new technologies like agile development and user experience design. 3) EPAM aims to evolve its services to address this gap by building industry expertise, an intellectual property library, and processes to continuously deliver value to clients.

1. March 2015, Lviv
EPAM’s vision on PDS model
…Or An Opportunity To See a Big Picture…

2. 2
Agenda
AGENDA
The Horizons
The Opportunity
Questions and Maybe Some
Answers…

3. HORIZONS
3

4. 4
Relentless change of technology forces change
in Software and in Services
Performance
Time
Mainframe
PC
Client-server
Cloud

5. 5
Transformation can be thought of in terms of
horizons
Horizon 1: Present
Horizon 3: Long-term
Horizon 2: Mid-term
OPD (PDS 1.0)
Outsourcing
Outstaffing
BI
UXD
eCommerce
Digital Content
PDS 2.0
Big Data
Strategy consulting

6. THE MARKET OPPORTUNITY
6

7. • There is growing group of companies that are not
traditional software companies that see more and more of
their business value coming from their software-based
products and services.
• They are in search of the vendors with discipline,
agile processes, and technical know-how associated
with strong product development skills sets (which is
separate from traditional IT services).
• These increasingly software-centric firms are in several
key verticals including Financial Services, Retail, Media,
and Information/Data Services, and number of
others…
Creating products and platforms for software-
enabled businesses is growing very rapidly
7

8. EPAM MISSION-ACTION PLAN
Critical Impact to the Industries by Digital Technologies

9. THE MARKET SIZE
Confidential 9

10. $8.0
$14.0
2009 2014
Global Software Product
Development Services (2)
($ in billions)
U.S. and EMEA
Global IT Services (2)
($ in billions)
(2) Source: IDC
10
$10.0
$14.2
$19.9
$26.0
$40.2
$29.9
2009 2014
EMEA U.S.
Old “Fast” Growing Market
10

11. $0
$5,000
$10,000
$15,000
$20,000
$25,000
$30,000
$35,000
$40,000
$45,000
$50,000
2013 2014 2015 2016 2017 2018
(US$ millions)
Digital engagement platform deployment
Backend application transformation
Digital process re-engineering
Digital business strategy
There is big NEW target and we can benefit the
most
Forrester Research 2014
We are
going
after this
$50b
market

12. THE BUSINESS DEFINES THE
SKILLS REQUIREMENTS
12

13. 13
Systems of Record vs. Systems of Engagement…
Systems
of record
Network
Hardware/infrastructure
Software
Data
User experience
Systems
of engagement
Infrastructure
Software
Data
User experience
Design focused on the
tasks that customers are
trying to accomplish
Design around
assembling
components

14. Legacy System
Strategy, Consulting & Integration Services
Integration Platform
Legacy SystemLegacy System Legacy System Legacy System
Target Customers
3rd Party
Product
Solution Architecture
The Complex Systems Model… to address the
needs of systems of engagement
Solution Sales
EPAM
Accelerator
#1
3rd Party
Product
3rd Party
Accelerator
#3
EPAM
Accelerator
#2
EPAM
Accelerator #2
3rd Party
Accelerator #3
EPAM
Accelerator #1
EPAM
Product ?
Enterprise/Technology Architecture
EPAM
Product ?

15. REQUIRING NEW HYBRID SET OF SKILLS
NEW HYBRID SKILLS SET IS A REQUIREMENT
Systems of
engagement
services
STRATEGY CONSULTING &
PRODUCT MANAGEMENT
• Craft engagement strategy
• Re-engineer the business
DIGITAL STRATEGY
and EXPEREINCE
DESIGN SKILLS
• Develop task maps
• Create simple user
experience
PRODUCT DEVELOPMENT MINDSET
• High standards in Software Engineering Practices
• Evolving Agile Processes
• Managing Constant Releases…
MODERN AND LEGACY
LANGUAGE PROFICIENCY
• Build new apps
• Re-architect middleware
• Rationalize legacy systems
INDUSTRY/DOMAIN
EXPERTISE
• Reengineer business processes for
task orientation of new systems of
enragements

16. WHY IS IT AN
OPPORTUNITY FOR US?
16

17. 17
In the new “software-enriches-the-brand” world,
service providers struggle to catch up with NEW
Legacy
New
Traditional System
Integrators
Software-Enriches-The Brand
Company
New
Legacy

18. Gartner View: New Technologies Driving The Change
18

19. THE GAP TO ADDRESS…
19

20. EPAM MISSION-ACTION PLAN
The Gap Analysis…
Understand how to change
what generates the revenue
Map customer journeys,
design the experience
Industry, UX, and change
management expertise –
hardest to hire for roles
The need The “know how” The gap
Speed up competitive
response
Define MVP, prototype,
iterate quickly
Product management and
key CoEs are not possible
to quickly spin
Get product to market Build with awareness of
legacy, hook up middleware,
scale to cross-platform and
multi-market reality
Firms lack legacy tech skills,
new tech skills, ability to
both go 0->1 and build on
top
Keep product in market Deliver value continuously
while maintaining uptime
CI/CD, DevOps are hard to
master for traditional IT; app
and infrastructure
management need scale
Free up time and money for
continuous investment
Manage portfolio, maintain
process discipline, improve
training and infrastructure
Re-usable solutions and
assets, best-in-class tools
and people processes
require multi-client view
This is PD This is PDS

21. EPAM MISSION-ACTION PLAN
…and this is why we need to continue to evolve
Understand how to
change what
generates the revenue
Map customer journeys,
design the experience
Industry, UX, and change
management expertise –
hardest to hire for roles
The need The “know how” The gap
Speed up competitive
response
Define MVP, prototype,
iterate quickly
Product management and
key CoEs are not possible
to quickly spin
Get product to market Build with awareness of
legacy, hook up middleware,
scale to cross-platform and
multi-market reality
Firms lack legacy tech skills,
new tech skills, ability to
both go 0->1 and build on
top
Keep product in
market
Deliver value continuously
while maintaining uptime
CI/CD, DevOps are hard to
master for traditional IT; app
and infrastructure
management need scale
Free up time and
money for continuous
investment
Manage portfolio, maintain
process discipline, improve
training and infrastructure
Re-usable solutions and
assets, best-in-class tools
and people processes
require multi-client view
This is PD This is what we need to continue to build
Biz Consulting
Agile Transformation
Industry Focus
Core Industry Know
Hows
IP
Outcome Models
Change Mgmt
Product Mgmt
Client Forums
Marketing Services

22. SO…WHAT WE CAN DO ?
22

23. Traditional Market Segmentation
Forrester Research 2014
Buyer
Business
IT
Expertise Business
strategy
Technology
Business
consultants
Digital/
interactive
agencies
Systems
Integrators
Product
development
specialists

24. Global Competition – EVERYBODY and EVERYWHERE
POSITIONING
ConsultingSystem IntegratorsStaffing Solution Vendors
Tier 1 Global Firms
Mgmt.
consulting
Placement of
on-demand
resources
Execution of specific
point solutions
Execution/mgmt of enterprise
initiatives, managed services
delivery, and ODC services
Advisory
Agencies
Tier 3+ firms
ISVs
Sourcing &
process consulting
Local firms
24

25. SIs that are
adapting
We are trying to build a New Kind of Software Solutions
Firm
Forrester Research 2014
Buyer
Business
IT
Expertise Business
strategy
Technology
Business consultants
Digital/
interactive
agencies
SIs that
did not
adapt
PDS
or
“Digital
Transformation”

26. THERE ARE LOTS OF
OBSTACLES TO
OVERCOME…
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27. THANK YOU…
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