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Jamcracker, Inc. 4677 Old Ironsides Drive Santa Clara CA, USA 95054 How to Realize the Benefits of Cloud Services Brokerage December 13, 2011

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Page 1: How to Realize the Benefits of Cloud Services Brokerage

Jamcracker,  Inc.  4677  Old  Ironsides  Drive  Santa  Clara  CA,  USA    95054  

How  to  Realize  the  Benefits  of  Cloud  Services  Brokerage  

 December  13,  2011  

Page 2: How to Realize the Benefits of Cloud Services Brokerage

Outline  

•  Jamcracker  introduc/on  •  Cloud  Services  Brokerage  business  drivers  •  Cloud  Services  Brokerage  enablement  •  Case  studies  

2  

Page 3: How to Realize the Benefits of Cloud Services Brokerage

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)  

3  

Page 4: How to Realize the Benefits of Cloud Services Brokerage

Cloud  Services  Brokerage  Enabler  

Cloud Services

Brokerages

IaaS

PaaS

SaaS CSB Operators

CSB Solution

Enterprises

SMBs

Cloud Providers Cloud Consumers

Channels

4  

•  Service Providers •  IT Vendors •  Distributors •  Enterprise IT

Page 5: How to Realize the Benefits of Cloud Services Brokerage

Cloud  Services  Brokerage  Defined  

Page 6: How to Realize the Benefits of Cloud Services Brokerage

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

Page 7: How to Realize the Benefits of Cloud Services Brokerage

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

Page 8: How to Realize the Benefits of Cloud Services Brokerage

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

Page 9: How to Realize the Benefits of Cloud Services Brokerage

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  

Page 10: How to Realize the Benefits of Cloud Services Brokerage

CSB  Model  will  Transform  the  IT  Channel  

20202020

-­‐  IDC  June  2010  

10  

Cloud Distribution Market Share (2020 Forecast)

15%

2010 2015

1.2M channels

Channel Consolidation (VARs, MSPs, Hosters)

Fewer Channels

-­‐  Forrester  Research  January  2011  

Page 11: How to Realize the Benefits of Cloud Services Brokerage

Cloud  Services  Brokerage  Enablement  

Page 12: How to Realize the Benefits of Cloud Services Brokerage

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  

12  

Infrastructure Business Processes

Page 13: How to Realize the Benefits of Cloud Services Brokerage

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  

13  

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  

Page 14: How to Realize the Benefits of Cloud Services Brokerage

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

14  

Page 15: How to Realize the Benefits of Cloud Services Brokerage

Services  IntegraHon  Points  

PaaS  

SaaS  

IaaS  

Cloud  Providers  

Directory  Servers  (LDAP  or  AD)  

Back-­‐Office  

Billing  &    Accoun/ng  

Helpdesk  &  Support  Ticke/ng  Systems  

Page 16: How to Realize the Benefits of Cloud Services Brokerage

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  

16  

Cloud  Brokerage  PlaKorm  

Page 17: How to Realize the Benefits of Cloud Services Brokerage

CSB  Case  Study  Examples  

Page 18: How to Realize the Benefits of Cloud Services Brokerage

CSB  Market  Progression  

18  

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    

Page 19: How to Realize the Benefits of Cloud Services Brokerage

Jamcracker Cloud Provider Partners Telstra Partners Core Services

Broadband Hosting Mobile

Networking Voice

Enterprises  SMBs  Channels  

Service  Provider  CSB  

                   Cloud  Services  Marketplace  

Page 20: How to Realize the Benefits of Cloud Services Brokerage

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  

Page 21: How to Realize the Benefits of Cloud Services Brokerage

ISV  Ecosystem  CSB  

21  

BroadCloud  Marketplace  

CSB  =  Core  Service  DifferenHaHon  

Page 22: How to Realize the Benefits of Cloud Services Brokerage

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  

22  

Page 23: How to Realize the Benefits of Cloud Services Brokerage

Distributor  CSB  

23  

Single Sign-On to VAR transactional store

Page 24: How to Realize the Benefits of Cloud Services Brokerage

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  

24  

Page 25: How to Realize the Benefits of Cloud Services Brokerage

Enterprise  CSB  

25  

KPN  Getronics  IT  Services  Brokerage  

Directory  

User & Policy Mgmt

IT Admin

Page 26: How to Realize the Benefits of Cloud Services Brokerage

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  

Page 27: How to Realize the Benefits of Cloud Services Brokerage

•  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  

27  

Why  CSB  for  your  OrganizaHon?  

Page 28: How to Realize the Benefits of Cloud Services Brokerage

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  

Page 29: How to Realize the Benefits of Cloud Services Brokerage

-­‐  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.

Page 30: How to Realize the Benefits of Cloud Services Brokerage

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]