Duncan Robinson, Parallels Business Consulting5th November 2014

Building your cloud portfolioAPS Connect

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Introduction to BCS

Who are we?

• Created 3 years ago in response to partner demand

• Strategy, Product management, GTM, Channel and expertise

• Focused on helping partners grow successful cloud businesses

• Part of new Customer Success organisation

• Advisory or dedicated delivery model

• Working with partners across the globe

Define the strategy

Deploy the solution

Launch and grow a successful

business

3

Agenda for today’s presentation

1

Share market observations and

insights

2

Ideas for developing the cloud portfolio

3

Group discussion: Priority services

for SMB’s

4

• Service provider cloud adoption is evolving Hoster telco/

IT Provider distributors

• Hot topic is bundling- Portfolios evolving beyond standalone - Providers and ISV’s starting to bundle cloud and core services

• Marketplaces fall short on volume expectations

Multi-channel strategies, based on segment, proving successful approach

INSIGHTS

Market observations

Cloud market evolution

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• SMBs are adopting more cloud services• 50% SMBs today use only one service provider• SMBs are open to bundles that make billing easy

Source: Parallels SMB Cloud Insights™ (Global), 2014

Market observations

Latest customer insights

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Building your cloud portfolio

2 common questions

1

How many services should I sell?

2

How do I develop my portfolio?

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Parallels Recommendation: 5-9 services per category

Source: Parallels SMB Cloud Insights™ (Global), 2014

Web Hosting Support/Help Desk

Phone ConferencingVirtual Desktop (VDI)

Instant Collaboration

Hosted Email Payroll & HRWeb Conferencing

Online Backup & Storage

File Sharing AccountingOnline CRM

Building your cloud portfolio

How many services should I sell?

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SMB Enterprise

Top 3 concerns:

1.Security

2.Cost

3.Performance and availability

Building your cloud portfolioSecurity concerns the major driver for business email

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Building your cloud portfolio

Developing a product portfolio for Communications and Collaboration

Anchor Value Add Tools & Utilities

Email Web Conferencing Email Migration Email Security

Voice Conferencing Endpoint Protection

Email Archiving

Chat & Presence

File Sharing

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Anchor Value-add Tools & Utilities

Web hosting Web Site Builder Security Backup

SEM/Analytics/Ad Words CDN Mobile Websites

E-Commerce Social Media Video Content

Website SecurityAppointment Scheduling

Email Campaign Marketing

Building your cloud portfolio

Developing a product portfolio for Web Business Building

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Building your cloud portfolio

Business Applications growing in importance

• Business applications are predicted to be the fastest growing category globally and especially in mature European markets

• The category is fragmented and often driven by local ISV’s rather than larger Global applications

• Opportunities may be driven by vertical segment – Parallels have some interesting data

• There may be a requirement to onboard a local ISV

Recommendation:Identify 2-3 volume opportunities for Business Apps

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• Most marketplaces lack meaningful differentiation• Integration and customization of multiple cloud services creates

differentiation• Vertical-specific solutions will differentiate by providing

• Comprehensive and relevant business solutions• Specialized apps/services • Vertical-specific marketplace

• Advice to SP’s/Resellers: Expand offerings to include integrated service bundles that are business-value-oriented

• Prediction: By 2015, 50% CSB providers will develop integrated vertical service bundles by company size

• Source: “Predicts 2014: Cloud Services Brokerage”, Gartner January 2014

Building your cloud portfolioOpportunity to create bundled services

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Building your cloud portfolio

GROUP DISCUSSION

What are the next priority services for

you (and why?)

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How can Parallels help?

2 key services

• Maximise your return on investment in cloud services

• Provides actionable recommendations to grow your business including:

Portfolio development Optimising Online experience Building Channel footprint

GTM Assessment

Service

Target Audience• Existing PA Partners

APS Advisory Service

Target Audience• Existing PA Partners• New PA Partners• ISV community

• Reduce time to market and monetise new APS 2.0 packages

• Combination of Business and Technical consulting to define service and create new package

• Includes project tracking and certification• Can be initiated by PA partner or ISV

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Building your cloud portfolio

3 key takeaways

1

Expand your portfolio to meet growing SMB

and sales channel requirements

2

Pick the right services based on

current portfolio and channel capability

Talk to Parallels about how we can

help

3

Duncan Robinson, Parallels Business Consulting5th November 2014

Additional slidesAPS Connect

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Building your cloud portfolio

How do I develop my portfolio?

Market assessment

Target customers

Categories

Anchor services

Roadmap

Delivery model

• Detailed assessment of market size by customer, service category• Competitive landscape mapping and market attractiveness matrix

• Decide on target customer for cloud services based on market assessment and current capability/service portfolio of resellers

• Agree on service categories to be addresses based on target customer /market• Discuss number of services to be offered

• Discuss anchor services for each category to be addressed• Discuss potential ISV partners for services

• Discuss phasing of launches and number of services for each release• Agree services for first release and potential ISV’s

• Discuss delivery model for services and timing – Hosted v Syndicated