how to realize the benefits of cloud services brokerage
TRANSCRIPT
Jamcracker, Inc. 4677 Old Ironsides Drive Santa Clara CA, USA 95054
How to Realize the Benefits of Cloud Services Brokerage
December 13, 2011
Outline
• Jamcracker introduc/on • Cloud Services Brokerage business drivers • Cloud Services Brokerage enablement • Case studies
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About Jamcracker • Founded in 1999
(by Founder/CEO of Exodus Communica/ons -‐ IPO 1998)
• CSB Enablement Solu/on: – Proven Cloud Aggrega/on/Delivery PlaKorm – Pre-‐integrated Ecosystem of 3rd party Cloud Providers – Established technologies & processes for cloud services
on-‐boarding – Business Enablement Services – GTM consul/ng, support,
managed services for hos/ng (op/onal), opera/ons, business development & ISV management
• Privately held with ~300 employees – Headquartered in Silicon Valley
– Development & Opera/ons in India – Global Sales & Distribu/on Offices
• ‘Cool Vendor in Cloud Services Brokerages’ (Gartner, 2011)
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Cloud Services Brokerage Enabler
Cloud Services
Brokerages
IaaS
PaaS
SaaS CSB Operators
CSB Solution
Enterprises
SMBs
Cloud Providers Cloud Consumers
Channels
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• Service Providers • IT Vendors • Distributors • Enterprise IT
Cloud Services Brokerage Defined
Cloud AdopHon Growth
$17.2 $22.0$27.9
$34.8
$17.0
$21.7
$27.5
$34.3
$0
$10
$20
$30
$40
$50
$60
$70
$80
2009 2010 2011 2012
$B
Cloud Market Opportunity 2012
50%
SMBs are ~50% of the total cloud opportunity, and 80% of the public cloud market.
Enterprises taking a hybrid (public & private) approach to cloud.
SMB LE
$69.1
$55.3
$43.7
$34.2
Source: IBM, IDC, CIO magazine, BCG analysis
2012
BPaaS
SaaS
PaaS
IaaS
Cloud Spending by Category
Worldwide view across Large Enterprise and SMB
40%
27%
CAGR
SMB Challenges – Cloud Confusion
• “I know that the big so`ware companies are coming out with SaaS, but my business is too small to get even an email response from their sales websites.”
• “It feels like I have to educate myself a lot more about Cloud IT than I ever had to for the rest of my IT stuff.”
• “I can find so`ware for my business without turning round. There’s always a consultant or salesperson calling or in my office to sell me so`ware and so-‐called ‘solu/ons.’ But I have to go looking for Cloud soluHons and figure it all out myself. That’s a huge pain.”
• “Our main IT provider is a reseller that builds their own so`ware and makes it work for our business. He’s not going to tell me anything about Cloud or SaaS, because he’s not going to make any money off it.”
Source: Saugatech Survey of SMB CEOs
Enterprise Challenges – Ad Hoc AdopHon
Public Clouds
IT Admin
Line-‐of-‐Business
Departments / Func/onal
Roles
Individual Employees
In the Enterprise As Clouds are adopted in an
ad-hoc fashion… …Enterprise
IT risks losing control.
PaaS
SaaS
Fire
wal
l IaaS
Cloud Services Brokerage (CSB)
“The future of cloud compu/ng
will be permeated with the
no/on of brokers negoHaHng
relaHonships between
providers of cloud services
and the service customers.”
“By 2015, CSBs will represent the single-‐largest category of growth in cloud compu/ng, … a composite market counted in the hundreds of billions of dollars”
Source: Daryl Plummer, Chief Analyst 9
CSB Model will Transform the IT Channel
20202020
-‐ IDC June 2010
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Cloud Distribution Market Share (2020 Forecast)
15%
2010 2015
1.2M channels
Channel Consolidation (VARs, MSPs, Hosters)
Fewer Channels
-‐ Forrester Research January 2011
Cloud Services Brokerage Enablement
CSB – Core Elements for Enablement
• PlaKorm – Order-‐to-‐Cash workflow automa/on – Authen/ca/on, authoriza/on and
access control – Self-‐service catalog, provisioning – Customer billing – User/service administra/on
• Services integra/on – Website – CRM – User repositories – IT services management – Cloud services
• Ecosystem – 3rd party cloud providers – Distribu/on / SLA agreements
• Marketplace(s) – Single or mul/ple geographies or
market segments – Direct selling and/or indirect
channels
• Sales and Marke/ng – Service / Offer defini/ons – Service bundles
• Opera/ons – L1/L2 support – 3rd party cloud provider sellement
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Infrastructure Business Processes
CSB PlaKorm – Automate “Order-‐to-‐Cash” Workflow
Cloud Delivery / Management Workflow
• Self-‐service catalog • User and service management • Cloud provisioning via service adapters • Authen/ca/on, authoriza/on, access control
– Policy enforcement
• User support • Consolidated billing & repor/ng
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Catalogue Management Self-‐Service
Service and User
Provisioning
Authen/ca/on, Authoriza/on & Access Control
User and Service
Administra/on
Repor/ng and Audi/ng
Helpdesk Ticke/ng & Support
Billing, Metering & Chargeback
Marketplace Architecture
Regional Marketplace (Sub-‐Tier Catalog)
Master Marketplace (Master Catalog)
…
App Store 1
App Store 2
App Store n
….
User Portal 1
User Portal 2
User Portal n ….
Cloud Brokerage PlaYorm
Regional Marketplace (Sub-‐Tier Catalog)
App Store 1
App Store 2
App Store n
….
User Portal 1
User Portal 2
User Portal n ….
PlaKorm / Super Admin
End-‐Users
Admin Roles
Marketplace Owner/Admin
App Store Admin
Customer Admin (SMB /
Enterprise)
App Stores
Sub-Tier Marketplaces
Master Marketplace
Customers
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Services IntegraHon Points
PaaS
SaaS
IaaS
Cloud Providers
Directory Servers (LDAP or AD)
Back-‐Office
Billing & Accoun/ng
Helpdesk & Support Ticke/ng Systems
Cloud Services Ecosystem IT Services Security Communica/ons Collabora/on Mobility Applica/ons
SaaS
Services Catalogue -‐ IaaS and PaaS Offerings
Services Catalogue -‐ SaaS Offerings Cloud Services
PaaS
IaaS
Public & Private
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Cloud Brokerage PlaKorm
CSB Case Study Examples
CSB Market Progression
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Grow Customer LTP
Compe//ve Differen/a/on
New Revenue Growth
Partner Ecosystems
Cloud Distribu/on
Cloud Enablement ISVs
Service Providers
Leverage Cloud Model
Centralize Delivery
Drive IT Coherence Enterprises
Cloud Biz Transforma/on
Enable & Retain VARs
Increase Profitability Distributors
Jamcracker Cloud Provider Partners Telstra Partners Core Services
Broadband Hosting Mobile
Networking Voice
Enterprises SMBs Channels
Service Provider CSB
Cloud Services Marketplace
Ø "T-‐Suite customers are 65 percent less likely to churn broadband services than broadband only customers."
Ø "22 percent of T-‐Suite customers without a Telstra broadband service take up a Telstra broadband service within 12 months."
Ø "Over half of T-‐Suite customers also bought mulFple applicaFons.”
-‐ Kate McKenzie, Chief MarkeFng Officer, Telstra
CSB = User RetenHon and Growth
ISV Ecosystem CSB
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BroadCloud Marketplace
CSB = Core Service DifferenHaHon
CSB = Value-‐Added DifferenHaHon
• VoIP applica/on AppStores for service provider customers using BroadWorks
• Enables Broadso` customers to further leverage their BroadWorks investment by: – Genera/ng new sources of subscrip/on revenue by upselling Broadso` ISV partners’ services to their VoIP customers
– Increasing ‘s/ckiness’ and customer reten/on
• CSB increases Broadso`’s overall value proposi/on to their service provider customers – “Razors and Razorblades” strategy
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Distributor CSB
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Single Sign-On to VAR transactional store
CSB = Channel TransformaHon
• Ingram Micro’s cloud services marketplace enables their VARs to transi/on to selling cloud offerings to their customers
• Provides VARs with a ‘one-‐stop shop’ for all of their customers’ HW/SW and cloud services needs
• Allows VARs to fulfill license and subscrip/on sales with a single distributor rela/onship
• Ingram Micro benefits from increased channel loyalty, produc/vity and subscrip/on revenue
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Enterprise CSB
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KPN Getronics IT Services Brokerage
Directory
User & Policy Mgmt
IT Admin
CSB = Enterprise Control
Without CSB With CSB
Ad-‐hoc Cloud Adop/on • Departmental / single purchases • Fragmented security / policy control
Coordinated Strategy • Cross-‐enterprise volume licensing • Centralized workflow / policy
Incomplete Visibility • Limited visibility into true usage • Different tools for the same job
Centralized View • Consolidated view of usage • User and services administra/on
IT Avoidance • Business users work around IT • Percep/on that IT slows the business
IT as Enabler • Rapid deployment of new services • Beler support at lower costs
• Service Providers: – New sources of revenue – Customer ‘s/ckiness’ and profitability – Brand extension and core services differen/a/on
• IT Vendors: – Partner and services ecosystems – Services channel enablement
• Distributors: – Subscrip/on revenue model – Channel loyalty
• Enterprises: – Extend governance / compliance to the cloud – Business op/miza/on and flexibility – Enable IT on-‐demand services model
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Why CSB for your OrganizaHon?
Why Jamcracker for your CSB? • Dedicated to services aggrega/on and delivery since 1999
– Cloud Services Brokerage Enablement is our sole business focus
• Experienced cloud services ecosystem enablement – Abstrac/ng complex technology & business issues – Complete “out of the box” solu/on including plaKorm, cloud
integra/ons and managed services “wrap-‐around”
• Proven plaKorm, technology and business enablement – Delivering hundreds of services through dozens of Service Providers
• Technology and applica/on agnos/c – No vendor lock-‐in – Flexibility to adapt to emerging market needs
• Complete CSB enablement solu/on = Quick /me-‐to-‐market 28
-‐ Darryl Plummer, Chief Analyst, Gartner*
Why Jamcracker for your CSB? “Jamcracker has long been a player as an applicaMon service provider and SaaS enabler, but now provides a deeper, richer opportunity for cloud brokerage. It delivers a service network that enables providers, partners and enterprises to interact and deliver robust cloud services.” “Enterprises, service providers and cloud providers can all find something of value in Jamcracker's offerings. Customers can simplify a complex situaFon with a single-‐service network approach from Jamcracker.”
*”Cool Vendors in Cloud Services Brokerage,” Gartner, May 2011.
Thank You! If you have any quesHons about Jamcracker’s CSB-‐enablement soluHon, or would like to see a personal
demo, please email [email protected]