Fluid Innovation Launches B2B Marketplace for Commercializing Innovation, Extends Leadership in Technology Commercialization and Open Innovation

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Beta site enables potential buyers to review technology offered by multiple sellers in a simple format for side-by-side comparisons and community review

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Cool Vendors in Intellectual Property, 2008

Fluid Innovation today announced the availability of the first-ever B2B marketplace for commercializing innovation (http://www.fluidinnovation.com). Fluid Innovation makes the practice of discovering, valuing, merchandising and then transacting software innovations the most efficient in the entire Intellectual property industry.

"We set out from the beginning to create the most efficient and scalable market for any firm interested in commercializing software technology," said Chris McKinzie, Fluid Innovation founder. "Whether our clients use our patent-pending License Match technology, our asset valuation prediction marketplace or tap our buyer network of over 4,000 independent software vendors (ISVs), they are sure to succeed with us."

Fluid Innovation focuses its technology-commercialization marketplace on software built by large companies for their internal use. Major U.S. companies spend $75 billion each year developing software for internal use. A significant portion of software innovation has external viability but there previously was no centralized marketplace, or scalable mechanism, for these firms to find avenues to reach broader markets.

"At Microsoft, we believe that Intellectual Property (IP) licensing is a great way to bring new ideas, technologies and growth to the overall ecosystem," said Tony Bailey, senior product manager for Microsoft. "We are excited by the approach Fluid Innovation is taking in helping to identify and commercialize innovations that might otherwise not see the light of day. Their marketplace is a perfect complement to our ongoing and expanding IP licensing efforts."

This commercialization model is a double win. The enterprise finds an efficient means to monetize intangible assets and buyers can pursue a smart, low-risk growth strategy. Many Fortune 1000 firms now are relying upon this new revenue source to bolster their bottom lines. Market dynamics surrounding how Wall Street values a firm's intangible assets and the current economic slowdown are compelling Fluid's clients - both buyers and sellers -- to pursue commercialization as a feasible growth strategy.

"Rocket Software has built its business around strategic acquisitions and software licensing," said Andy Youniss, CEO, director and founder of Rocket Software (a Fluid Innovation partner). "Since our first commercialization transaction with Fluid in 2006, we have considered them a long-term, strategic-growth partner. Look for more deals from us both in the near future."

Fluid Innovation has over a dozen Fortune 1000 firms and leading universities along with their software innovations represented on the Fluid marketplace including: Lockheed Martin, Microsoft, MITRE, SAIC and Texas A&M University. This marketplace offers hundreds of new and unique software innovations for ISVs looking to grow their own software business through commercialization.

Gartner Research published its "Cool Vendors in Intellectual Property, 2008" report in April 2008 and selected Fluid Innovation as one of only three firms to make the list.

About Fluid Innovation
Fluid Innovation, founded in 2005, is revolutionizing the process of turning ideas into innovation. Fluid helps Fortune 500 enterprises and large academic institutions such as Microsoft (NASDAQ: MSFT); Boeing (NYSE: BA); Science Application International Corporation (NYSE: SAI), and Texas A&M generate revenue by discovering, assessing and licensing their internally-developed technologies to companies that commercialize and market them. To learn more, visit http://www.fluidinnovation.com/aboutus or email pr @ fluidinnovation.com.

About Rocket Software
Rocket Software is a global software development firm that builds and services Enterprise Infrastructure products for the world's leading OEMs, networks and software companies. The company's current lines of business complement and extend strategic OEM offerings in the areas of business intelligence, enterprise and mobile security, relational databases, mobile and wireless computing, and operational support systems (OSS). Rocket's current OEM relationships and technology partners include IBM, EMC, HP, RSA Security, Microsoft, Nortel, and Motorola. Rocket Software is based in Newton, Massachusetts. For more information, visit http://www.rocketsoftware.com.

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