The Apache Software Foundation is home to over 100 world-leading products, including the most popular web server. In this presentation, David Woollard will look at why the foundation is attractive to companies wishing to engage with Open Source as a means to open innovation in software. We will see why a major project from an organization like NASA might choose to enter the Apache incubator. What does the project team hope to gain by entering the foundation's incubator and what does it mean to those working in overlapping technology areas? We will also hear why the ASF model is of interest to smaller organizations looking to capitalize on the investments of other participants in order to maximize their own gains.