Delivering Your ISV Solution on AWS: Benefits, Lessons and Best Practices


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Are you an ISV selling on-premises software?  Do your customers ask for the power of your on-prem product but with the convenience of cloud delivery? What are the considerations and benefits from a licensing and pricing perspective? How can you minimize your technical, time and economic investments? Join AWS Customer and ISV Alfresco and AWS Premier Consulting Partner Cloudnexa while they have an open discussion around the process and benefits of delivering your ISV solution on the AWS Platform. 

Hear about their experiences and join in a dialog discussing the process, benefits and challenges of these both emerging and traditional business models. Start-ups or established businesses looking to deliver a product on AWS infrastructure, or a fully managed cloud solution will benefit from the experiences the presenters will share in this session.

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Delivering Your ISV Solution on AWS: Benefits, Lessons and Best Practices

  1. 1. © 2014, Inc. and its affiliates. All rights reserved. May not be copied, modified, or distributed in whole or in part without the express consent of, Inc. Delivering your ISV Solution on AWS Lisa M. Brown, Cloudnexa Luis Sala, Alfresco Software - @LuisSala July 10, 2014
  2. 2. About the Presenters & Panel Luis Sala - @LuisSala Director, Technology Alliances Alfresco Software Lisa M. Brown VP – Marketing & Sales Operations Cloudnexa
  3. 3. This presentation is for you if: • You are an ISV with a “traditional” on-prem product looking for cloud-based delivery options. • You’re an enterprise software customer looking at options for leveraging cloud-based software delivery with minimal effort.
  4. 4. Agenda The Problem for Enterprises & ISVs ISV Case Study: Alfresco Panel / Q&A
  5. 5. The Needs of Enterprises & ISVs
  6. 6. Enterprises Ask: “How can we quickly capitalize on running enterprise systems on the cloud”
  7. 7. Enterprises want to: • Reduce complexity of operating enterprise software – Abundance of disparate systems: ERP, ECM, CRM, etc. • Increase reliability & availability of enterprise systems – Different vendor products require different upkeep processes • Control costs – Underutilized resources lead to wasted expense
  8. 8. ISVs Ask: How can an we deliver a better product through the cloud?
  9. 9. ISVs want to: • Extend product delivery options – Reduce deployment friction – Support additional platform stacks • Meet customer demands & expectations – “Instant gratification”, cloud-based delivery, transition to Op-Ex • Enhance product capabilities – Build a better, more “supportable” product – Improved scalability, elasticity, reliability, etc. – Provide features not available on-premises
  10. 10. One answer: Managed Cloud • Enterprise applications deployed to AWS, managed by Cloudnexa • ISVs can offer a turn-key managed hosting service for their products. • Customers can offload the work and expense of maintaining enterprise systems, saving time and money.
  11. 11. ISV Case Study: Alfresco
  12. 12. About Alfresco Alfresco is an ISV focused on Enterprise Content Management – Document Management – Records Management & Compliance – Digital Asset Management – Workflow & Business Process Management – Project Collaboration
  13. 13. Basic Product Details Java-based server-side product – Commonly deployed on-premises (including “traditional” datacenters & hosting providers). – Highly customizable via Java, HTML5 & RESTful APIs Licensing: – Yearly subscription (not perpetual licensing) – Pricing based on # of cores and # of users
  14. 14. Here’s the rub… Customers benefit from the customizability of an on-prem product… …but they also want the convenience and power of cloud-based delivery.
  15. 15. So, where do we go? 1. Do nothing… 2. Build a cloud-based platform… – We’re sort-of doing this but this is a major investment which will take time and resources to implement completely. 3. Add “Managed Hosting” to our portfolio – We’re investing in SaaS, becoming a managed services provider (MSP) would distract from our objectives.
  16. 16. Managed Hosting Success is dependent on: 1. Optimizing product for cloud 2. Finding a managed services provider 3. Successful go-to-market
  17. 17. Step 1. Optimize your product for cloud
  18. 18. What does cloud optimization entail? • Integration & support of infrastructure-specific services: – Eg. Amazon S3, Amazon Elastic Transcoder, Amazon RDS • Best practices for deployment to AWS: – EC2 benchmarking, security groups, configuration, scaling, monitoring, change management, disaster recovery • Automation: – Deployment, DR, monitoring, etc. through CloudFormation, Chef/Puppet, etc.
  19. 19. Alfresco on AWS • Architecture lends itself to AWS • AWS Support: – Amazon EC2 (of course) – Amazon S3 – Amazon RDS – Others: Amazon ElastiCache, Amazon Elastic Transcoder – Reference Architecture: • Tested & Verified by Customers: – Commercial & Public Sector
  20. 20. Step 2. Find a Managed Services Partner
  21. 21. Partner with Cloudnexa • Offer Alfresco as a turn-key managed service. – Rapidly deployed to AWS – Managed by Cloudnexa: • Price: – Annual: Alfresco Subscription – Monthly: AWS + Cloudnexa % • Fully Supported: – Tier 1 support by Cloudnexa, escalation to Alfresco & AWS as needed – Run books, SLA, etc.
  22. 22. Why Cloudnexa? Focus: – Managed Services is all they do! – 24/7/365 Operations & Solid SLA – Strong AWS relationship – Experience partnering with ISVs – Does not conflict with System Integrators Intellectual Property: – vNOC: Virtual Network Operations Center – Automation: Deploy in minutes – SLA monitoring & enforcement – Cost analysis & optimization Business Model: – Predictable Pricing based on percentage % of monthly AWS spend – No lock-in, customers may leave if they wish
  23. 23. Step 3. Go-to-market
  24. 24. Go-to-Market Process 1. Finalize pricing & licensing 2. Package the offering 3. Rollout to sales, SI’s & customers 4. Establish feedback loop: – Continuous monitoring and improvements – Issue and fixes for one customer rolled out to all customers
  25. 25. Alfresco’s Pricing & Licensing Decisions No Custom Cloud Pricing (yet) – Support concerns and revenue recognition issues over utility & monthly billing. – Instead, we’ve mapped core-based pricing to BYOL: Bring Your Own License – Easiest to implement, pricing stays as is. – Pre-configured “packages” with pre-calculated cost estimates. – For Alfresco, it’s a yearly subscription. • Compared to SaaS: – Salesforce, Box, Office 365, etc. all transition to yearly subscriptions for large customers.
  26. 26. It’s all about customer experience…
  27. 27. The MSP as a “Concierge” Customers will always have questions: – Costs – SLA – Security – Compliance The MSP is in a great position to address customer questions by virtue of: – Overall expertise – Relationship with AWS and ISV Source: “Grand Budapest Hotel” – © Fox Searchlight Pictures
  28. 28. Results Technical – Agility: Deploy a multi-AZ clustered configuration in ~20 minutes – Reliability: Backup, restore and/or clone environments at the push of a button – Improvements: Scale, performance, reliability & security Business – Soft-launch: 2 joint customers • High-touch to gather metrics & ensure success – Current Rollout: • US: Sales, SI’s & AWS Sales • Global Rollout Imminent
  29. 29. Panel
  30. 30. Panel Topics • Licensing Considerations for ISVs & Enterprises • Pricing Considerations • Meeting Security & Compliance Requirements • Lessons Learned • Your Questions
  31. 31. Panelists Luis Sala - @LuisSala Director, Technology Alliances Alfresco Software Joel Davne Chief Executive Officer Cloudnexa MODERATOR: Lisa M. Brown VP – Marketing & Sales Operations Cloudnexa Brian Matsubara Sr. Manager – ISV Programs Amazon Web Services MJ DiBerardino Chief Technology Officer Cloudnexa Michael Fuller Head Infrastructure Alliances Amazon Web Services
  32. 32. Learn More Cloudnexa Solutions for ISVs – –
  33. 33. Thank You