saas add-on services for cloud foundry powered by appdirect (cloud foundry summit 2014)
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Bringing SaaS Add-on Services to Cloud Foundry Powered by AppDirect
Paul Arnautoff June 11th, 2014Presented By Date:
Whoami:
Cloud Foundry Summit 2014
First business hire at AppDirect Previously led our ISV Program
which fostered 160+ API Integrations for SaaS App Catalog
Director of Business Development for XaaS Parnterships Rackspace
Pivotal
Red Hat
Samsung
Director of Business Development | XaaS & Emerging Markets Background:
Cloud Foundry Summit 2014
About AppDirect: The leading cloud marketplace and management platform for global providers
HIGHLIGHTS
HQ in San Francisco attracting strong local talent and leveraging major ISV local relationships
Largest dedicated CSB globally with 160+ Employees with offices in US, UK, Germany, Argentina, Canada
Recently secured $35M in Series C Funding from Mithril Captial, Peter Thiel’s growth stage venture group
ACCOLADES
Winner of Under the Radar Best in Show 2011
Recognized as “Cool Vendor” by Gartner 2012
JMP Top 100 2013 & CRN Top 20 Cloud
AQUISITIONS
In 2012, AppDirect acquired jBilling, the world’s leading open source billing solution company
In 2013, AppDirect acquired Standing Cloud, the world‘s leading private cloud marketplace platform.
1 The Big Idea: Cloud Service Brokerage2 Cloud Foundry Partnership
3 Service Broker Integration4 Last Mile Application Delivery5 Partnership Opportunities
Cloud Foundry Summit 2014
Cloud Foundry Summit 2014
The Rise of IDC’s 3rd Platform
About the 3rd Platform
Combination of Mobile, Cloud, Big Data and Social will enable the development of entirely new sets of services.
2014-2017, IT spending by groups outside of IT departments will grow at over 6% per year
Cloud spending will grow 25%, reaching over $100 billion. Over 75% of that spending will be public cloud.
40–50% of the growth in 3rd Platform spending will come from cannibalization of 2nd Platform offerings.
Cloud Foundry Summit 2014
Third Platform has not only changed the way software is consumed, it has changed the way we build applications
App
PaaS
App
Solution Stack
IaaS
App
Solution Stack
Virtualization
Bare Metal
Yesterday: Today: Tomorrow:
Cloud Foundry Summit 2014
New applications are being built by leveraging other existing services, creating customized collaborations of technology.
Java App
Reporting / Analytics
Code Monitoring
Email Delivery
Database
Security
Billing
The user facing portion of the app that is uniqueGoodData, KissMetrics, Google Analytics.
New Relic, AppDynamics, Loggly.
Sendgrid, Mailgun.
MongoLabs, RedisToGo, RedisCloud.
Dome9, CloudPassage, StillSecure.
jBilling, Stripe, Zuora, Braintree, Chargify.
PaaSCloud Foundry, OpenShift, Heroku, EngineYard.
IaaS Rackspace, AWS, Softlayer.
Cloud Foundry Summit 2014
What does all of this mean?
Key Disrupting Factors
As the 3rd platform lowers the cost of delivery and integration, focused single use ‘services’ will proliferate.
Open Source Software is now the leading product in many markets including:
DB
PaaS
IaaS
Cloud platforms enable rapid scale
The ‘APIification’ allows it all to be stitched together
Low start up costs, rapid ability to scale and the means for customers to easily consume services makes for the ideal environment for service proliferation.
Cloud Foundry Summit 2014
In fact, purpose-built cloud application development continues to accelerate at incredible rates
The Number of Cloud Applications available today stands at 5000.
IDC projects a 10x increase in the next 4 years, which means 50,000+ single use and vertical specific applications.
2010 2012 20140
1000
2000
3000
4000
5000
6000
NU
MB
ER
OF
APPS
But:
56%of businesses prefer a single vendor
Cloud Foundry Summit 2014
This is causing major disruption amongst the IT Majors
From an ISV perspective, go-to-market is limited to direct sales to customers or one-off custom integrations with Channel Partners
Cloud Foundry Summit 2014
Traditional Delivery Model Channel Delivery Model
Channel
Channel
Channel
Cloud Foundry Summit 2014
What is Cloud Service Brokerage?
Catalog
Services Discovery Identity & Access
A single point of aggregation which provides users one place to find, buy, consume, and manage services.
Cloud Foundry Summit 2014
A History Of CSB: CSB 0.5 (pre-AppDirect)
CATALOG OF SERVICESMARKETPLACE
PLATFORM
CUSTOMER MARKETPLACES
“CHANNELS”
Search + Provisioning
Identity + Access Management for Administrators
Limited Subscription
Billing + Payment Management
Data Management
END-USER BUSINESSES
TELCO CABLE
RETAIL FIN. SVCS.
OEM IAAS
PAAS SAAS
SMB Administrators
Bring your own catalog and one off Integrations
Distribution was limited to
mid-size hosting
market and mid size
operators
Cloud Foundry Summit 2014
A History Of CSB: CSB 1.0 (AppDirect Launches 2011)
CATALOG OF SERVICESAPPDIRECT
MARKETPLACE AS A SERVICE
CUSTOMER MARKETPLACES
“CHANNELS”
Search + Provisioning
Identity + Access Management
SubscriptionBilling + Payment
Management
Data Management
END-USER BUSINESSES
TELCO CABLE
RETAIL FIN. SVCS.
OEM IAAS
PAAS SAAS
SMB Administrators
SMB Users
Cloud Foundry Summit 2014
A History Of CSB: CSB 2.0 (AppDirect 2014)
CATALOG OF SERVICESAPPDIRECT
MARKETPLACE AS A SERVICE
CUSTOMER MARKETPLACES
“CHANNELS”
Search + Provisioning
Identity + Access Management
SubscriptionBilling + Payment
Management
Data Management
END-USER BUSINESSES
TELCO CABLE
RETAIL FIN. SVCS.
OEM IAAS
PAAS SAAS
SMB Administrators
SMB Users
Enterprise
Developers
AppDirect and Pivotal Cloud Foundry
Cloud Foundry Summit 2014
+
AppDirect and Cloud Foundry Partnership, bringing SaaS Add-ons to Developers via Run.Pivotal.io
Cloud Foundry Summit 2014
3rd Party Services are an essential component to the Cloud Foundry experience
Pivotal desired an easier way to connect their users with Services: “The Cloud Foundry Marketplace powered
by AppDirect enables developers to add leading 3rd party services to their apps with a single click. AppDirect provides partners a simplified distribution channel on our hosted service today, and in the future on our open source and commercial on-premise distributions”
James Watters
VP Product, Cloud Foundry
An Open Ecosystem for the Cloud…
https://twitter.com/_CloudNinja/status/476173355368726528/photo/1
Cloud Foundry Service Broker Integration
Cloud Foundry Summit 2014
What: How:
AppDirect SaaS Application Catalog can be imported into any Cloud Foundry environment including Public, Private, or Local.
Calling API will: Return a list of applications in the catalog
Allow provisioning for 3rd party tools
Automated binding of environmental variables to the application pushed in Cloud Foundry
Command Line Interface (CLI) Addressable
http://docs.cloudfoundry.org/services/api.html
AppDirect Catalog Adapter for SaaS Provisioning, Billing, and Single Sign-On
Cloud Foundry Summit 2014
Integration to company billing + CSR systems enables:
1. The customer receives one bill that includes standard services supplemented by brokerage purchases, subscriptions, and usage charges.
2. Supports existing payment methods (invoice, ACH, proprietary credits/accounts).
3. Offers reporting inside of existing billing system and integrations
PIVOTAL INVOICE
SERVICE X
SERVICE Y
APP MARKETPLACEMongoLabs . . . . . . .. . ... . .. . $ Sendgrid.. . . . . . . . . . .. . . . .. $New Relic . . . . . . . . .. .. . . . . $Subscription
details, pricing, and rate plans
Cloud Foundry Billing Engine
Validated with AppDirect. payment gateway.
Last Mile Application Delivery
Cloud Foundry Summit 2014
App Performance and Monitoring New Relic, AppDynamics, etc
Drop .yml agent into application/server
Email Delivery Sendgrid, Mailgun, Postmark
SMTP Email Credentials
Database-as-a-Service MongoDB, Redis Cloud, ElephantSQL
Database Environment Variables
For PaaS and Developers, Provisioning is Not Enough Many SaaS ISVs Experience Drop-off at the Last Mile
http://www.inboundlogistics.com/cms/article/the-last-miles-lasting-impact/
Binding through AppDirect performs the last mile action required to use the service with your Cloud Foundry application
Cloud Foundry Summit 2014
1. Customers use either the command line tool or the catalog through AppDirect’s API to purchase an addon with their PaaS account.2. AppDirect uses the user’s PaaS identity information to provision a new account with the third-party ISV that corresponds with their PaaS instance.3. To bind an service to the user’s app within your PaaS console, AppDirect sends a request to the ISV to create a service within the new account and attach it’s
environmental variables to the corresponding app instance. For example, a user may create a new Database within their newly provisioned MongoLabs account and bind the database to their app within your PaaS console.
Cloud Foundry AppDirect App Vendor
Provisioning API2
Service Binding API3 Service
Account1
App
Account
Marketplace Functionality Packaged via Whitelabel AppDirect Front-End or Custom Built Front-End via Marketplace APIs
Cloud Foundry Summit 2014
AppDirect Powered Front-End: Samsung Knox MobileCustom Front-End via Marketplace APIs: Pivotal Web Services
Opportunity Summary: Value for ISVs and Cloud Foundry Operators
Cloud Foundry Summit 2014
Offer the leading 3rd party SaaS applications through your PaaS deployment
AppDirect Catalog comes pre-integrated to Cloud Foundry via Service Broker
Consolidated billing for all 3rd party services
Command Line Integration accessibility through your instance
Monetize Cloud Foundry Deployment from Day 1
For Cloud ISVs: For Cloud Foundry Operators:
One integration to maintain for the distribution of your product vs endless custom integrations per channel
Automated provisioning of your application through PaaS Environments
Last mile application delivery through binding
Monthly payouts received from AppDirect with billing reports based on each marketplace
THANK YOU!!
Paul [email protected]