Customers are demanding more value for money spent on softwares, which is pushing companies to fundamentally change their business models, an official of NASSCOM Product Conclave said today.

"The software product industry is in the midst of a wave of business model innovation, which, accelerated by the recession, is defining the base for customer and vendor value in the years to come," Sharad Sharma Chair NASSCOM Product Conclave, said.

As a run up to the conclave tomorrow, NASSCOM showcased 10 product startups that are a part of the Indian software development revolution.

"The companies that have showcased their products today are on a journey that will create every disruption into an opportunity and can make the Indian Software Industry only stronger," he said.

The highlight of this year's conclave is 'Emerge Co-creator platform', a match making process between users (large customer/ MNCs), Channels (System Integrators), Technology Vendors (IT Product Companies and start ups) as well as VCs ? enabling actual networking and pairing of large enterprises/ SIs with smaller companies/ start ups.

The Emerge Product Showcase will provide a platform to existing startups to collaborate and share insights on the impact of their products' transformation on the customer and its applicability for other companies.

Successful companies will share their experiences with an audience of upcoming startups, imparting valuable insights on building a robust product company, from idea to the inception stage and to even the scaling up stages.

New product start-ups are increasingly focusing on areas such as security solutions, Enterprise Resource Planning (ERP) applications, e-learning and business intelligence which not only provide access to untapped markets but also favorable exit options.

The global market for ERP applications is expected to grow to USD 49.8 billion in 2013 at a CAGR (2008 to 2013) of 2.7 per cent providing a huge market for Indian vendors. The global intelligence market is expected to grow at a CAGR (2008 to 2013) of 13.3 per cent to reach USD 13 billion by 2013.