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How CSBs Help SMBs and Enterprises Adopt Cloud Services
- 1. Jamcracker, Inc. 4677 Old Ironsides Drive Santa Clara CA, USA 95054 How to Realize the Benefits of Cloud Services Brokerage December 13, 2011
- 2. Outline • Jamcracker introduc/on • Cloud Services Brokerage business drivers • Cloud Services Brokerage enablement • Case studies 2
- 3. 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
- 4. 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
- 5. Cloud Services Brokerage Defined
- 6. 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
- 7. 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
- 8. 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 Firewall IaaS
- 9. 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
- 10. 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
- 11. Cloud Services Brokerage Enablement
- 12. 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
- 13. 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
- 14. 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
- 15. Services IntegraHon Points PaaS SaaS IaaS Cloud Providers Directory Servers (LDAP or AD) Back-‐Office Billing & Accoun/ng Helpdesk & Support Ticke/ng Systems
- 16. 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
- 17. CSB Case Study Examples
- 18. 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
- 19. Jamcracker Cloud Provider Partners Telstra Partners Core Services Broadband Hosting Mobile Networking Voice Enterprises SMBs Channels Service Provider CSB Cloud Services Marketplace
- 20. 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
- 21. ISV Ecosystem CSB 21 BroadCloud Marketplace CSB = Core Service DifferenHaHon
- 22. 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
- 23. Distributor CSB 23 Single Sign-On to VAR transactional store
- 24. 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
- 25. Enterprise CSB 25 KPN Getronics IT Services Brokerage Directory User & Policy Mgmt IT Admin
- 26. 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
- 27. • 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?
- 28. 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
- 29. -‐ 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.
- 30. Thank You! If you have any quesHons about Jamcracker’s CSB-‐ enablement soluHon, or would like to see a personal demo, please email informaHon@jamcracker.com