delivering your isv solution on aws: benefits, lessons and best practices

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Delivering your ISV Solution on AWS

Lisa M. Brown, Cloudnexa

Luis Sala, Alfresco Software - @LuisSala

July 10, 2014

About the Presenters & Panel

Luis Sala - @LuisSala

Director, Technology Alliances

Alfresco Software

Lisa M. Brown

VP – Marketing & Sales Operations

Cloudnexa

This presentation is for you if:

• You are an ISV with a “traditional” on-prem

product looking for cloud-based delivery options.

• You’re an enterprise software customer looking

at options for leveraging cloud-based software

delivery with minimal effort.

Agenda

The Problem for Enterprises & ISVs

ISV Case Study: Alfresco

Panel / Q&A

The Needs of Enterprises & ISVs

Enterprises Ask:

“How can we quickly capitalize

on running enterprise systems on

the cloud”

Enterprises want to:

• Reduce complexity of operating enterprise software– Abundance of disparate systems: ERP, ECM, CRM, etc.

• Increase reliability & availability of enterprise systems– Different vendor products require different upkeep processes

• Control costs– Underutilized resources lead to wasted expense

ISVs Ask:

How can an we deliver a better

product through the cloud?

ISVs want to:

• Extend product delivery options– Reduce deployment friction

– Support additional platform stacks

• Meet customer demands & expectations– “Instant gratification”, cloud-based delivery, transition to Op-Ex

• Enhance product capabilities– Build a better, more “supportable” product

– Improved scalability, elasticity, reliability, etc.

– Provide features not available on-premises

One answer: Managed Cloud

• Enterprise applications deployed to AWS, managed by Cloudnexa

• ISVs can offer a turn-key managed hosting service for their products.

• Customers can offload the work and expense of maintaining enterprise systems, saving time and money.

ISV Case Study: Alfresco

About Alfresco

Alfresco is an ISV focused on

Enterprise Content Management– Document Management

– Records Management & Compliance

– Digital Asset Management

– Workflow & Business Process Management

– Project Collaboration

Basic Product Details

Java-based server-side product– Commonly deployed on-premises (including “traditional”

datacenters & hosting providers).

– Highly customizable via Java, HTML5 & RESTful APIs

Licensing:– Yearly subscription (not perpetual licensing)

– Pricing based on # of cores and # of users

Here’s the rub…

Customers benefit from the customizability of an

on-prem product…

…but they also want the convenience and power

of cloud-based delivery.

So, where do we go?

1. Do nothing…

2. Build a cloud-based platform…– We’re sort-of doing this but this is a major investment which will

take time and resources to implement completely.

3. Add “Managed Hosting” to our portfolio– We’re investing in SaaS, becoming a managed services

provider (MSP) would distract from our objectives.

Managed Hosting

Success is dependent on:

1. Optimizing product for cloud

2. Finding a managed services provider

3. Successful go-to-market

Step 1.

Optimize your product for cloud

What does cloud optimization entail?

• Integration & support of infrastructure-specific services:– Eg. Amazon S3, Amazon Elastic Transcoder, Amazon RDS

• Best practices for deployment to AWS:– EC2 benchmarking, security groups, configuration, scaling,

monitoring, change management, disaster recovery

• Automation:– Deployment, DR, monitoring, etc. through CloudFormation,

Chef/Puppet, etc.

Alfresco on AWS

• Architecture lends itself to AWS

• AWS Support:– Amazon EC2 (of course)

– Amazon S3

– Amazon RDS

– Others: Amazon ElastiCache, Amazon Elastic Transcoder

– Reference Architecture: aws.amazon.com/whitepapers

• Tested & Verified by Customers:– Commercial & Public Sector

Step 2.

Find a Managed Services

Partner

Partner with Cloudnexa

• Offer Alfresco as a turn-key managed service.– Rapidly deployed to AWS

– Managed by Cloudnexa:

• Price:– Annual: Alfresco Subscription

– Monthly: AWS + Cloudnexa %

• Fully Supported:– Tier 1 support by Cloudnexa, escalation to Alfresco & AWS as needed

– Run books, SLA, etc.

Why Cloudnexa?Focus:

– Managed Services is all they do!

– 24/7/365 Operations & Solid SLA

– Strong AWS relationship

– Experience partnering with ISVs

– Does not conflict with System Integrators

Intellectual Property:

– vNOC: Virtual Network Operations Center

– Automation: Deploy in minutes

– SLA monitoring & enforcement

– Cost analysis & optimization

Business Model:

– Predictable Pricing based on percentage % of monthly AWS spend

– No lock-in, customers may leave if they wish

Step 3.

Go-to-market

Go-to-Market Process

1. Finalize pricing & licensing

2. Package the offering

3. Rollout to sales, SI’s & customers

4. Establish feedback loop:– Continuous monitoring and improvements

– Issue and fixes for one customer rolled out to all customers

Alfresco’s Pricing & Licensing Decisions

No Custom Cloud Pricing (yet)– Support concerns and revenue recognition issues over utility & monthly billing.

– Instead, we’ve mapped core-based pricing to

BYOL: Bring Your Own License– Easiest to implement, pricing stays as is.

– Pre-configured “packages” with pre-calculated cost estimates.

– For Alfresco, it’s a yearly subscription.• Compared to SaaS:

– Salesforce, Box, Office 365, etc. all transition to yearly subscriptions for large customers.

It’s all about customer

experience…

The MSP as a “Concierge”

Customers will always have questions:

– Costs

– SLA

– Security

– Compliance

The MSP is in a great position to address customer questions by virtue of:

– Overall expertise

– Relationship with AWS and ISV

Source: “Grand Budapest Hotel” – © Fox Searchlight Pictures

Results

Technical– Agility: Deploy a multi-AZ clustered configuration in ~20 minutes

– Reliability: Backup, restore and/or clone environments at the push of a button

– Improvements: Scale, performance, reliability & security

Business– Soft-launch: 2 joint customers

• High-touch to gather metrics & ensure success

– Current Rollout:• US: Sales, SI’s & AWS Sales

• Global Rollout Imminent

Panel

Panel Topics

• Licensing Considerations for ISVs & Enterprises

• Pricing Considerations

• Meeting Security & Compliance Requirements

• Lessons Learned

• Your Questions

Panelists

Luis Sala - @LuisSala

Director, Technology Alliances

Alfresco Software

Joel Davne

Chief Executive Officer

Cloudnexa

MODERATOR:

Lisa M. Brown

VP – Marketing & Sales Operations

Cloudnexa

Brian Matsubara

Sr. Manager – ISV Programs

Amazon Web Services

MJ DiBerardino

Chief Technology Officer

Cloudnexa

Michael Fuller

Head Infrastructure Alliances

Amazon Web Services

Learn More

Cloudnexa Solutions for ISVs– info@cloudnexa.com

– lbrown@cloudnexa.com

Thank You