ISVs and Hosters - Working Together
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ISVs and Hosters - Working Together

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  • In the last days, you may read or was hearing, about Hosters adopting „APS“, which is our SaaS standard (1&1 and HE) as well as ISV‘s which are endorsing this standard Work in progress, we just got started with a new, motivated team a couple of months ago This presentation will give you some background information about Parallels view on the SaaS –world, our inititatives and the SaaS - ecosystem for both Service Providers and ISVs, which we are about to create
  • Who is here at the summit? I want to welcome circa 450 attendees representing Service Providers and Hosters at our summit. We have small hosters here with less than 5000 customers, we have big hosters here with millions of customers, we have Telcos represented at our summit as well. We have guests who travelled a long way. SPs out of the following countries are represented today and tomorrow: Japan, China, Sri Lanka, India, Philippines, Saudi Arabia, Egypt, Israel, Turkey Denmark, Spain, Germany, Portugal, UK, Netherlands, Sweden, Russia, Finland Brazil, Canada, Australia, and of course the US Sorry, if i forgot to name a couple of countries and if yr logo is not listed on this slide
  • I do also want to welcome circa 100 attendees representing ISVs at our summit. A lot of ISVs are also sponsors and will have speeches here in the main room as well as in the industry track session room Some of the ISVs also travelled a long way to be here, to meet and network with YOU, hosters: Romania, France, Canada, Germany, Netherlands, Russia, UK and the vast majority of course coming from the US. ISVs: no bad feelings please, if your logo is not listed here. This slide is just exemplary. Hosters: I think we made some good progress to not only get the usual suspects here, representing the ISV side You will meet ISVs who are already successfully partnering with hosters, you will also meet ISVs, who simply do want to learn more about your business in order to get their applications ready for you to get offered.You will meet a great number of, smaller ISVs with great software, who want to partner with you.
  • Action for you at the Summit: ACTIVELY NETWORK If you are a hoster and want to talk to an specific ISV, but cannot find a representative: ask Babak or me, we will help If you are an ISV and want to talk to a Hoster, the following people can help you: Mike Riolo, who is running our Amercias, UK and Australia operations Nils Hueneke, who is running the european operations JJ, who is running our asian operations The following slides will explain, why we do want to connect you to each other and why we jointly should build this Ecosystem together.
  • SaaS opp is high, for both ISVs and SPs Saas Model grows faster than traditional software market by 2011 22,1% versus 8,3% You as a SPs have access to thousands/hundredthousands of SoHo’s and SMB’s, which are already buying infrastructure services from you SaaS is changing how software is distributed. In our opinion ISVs should start using Service Providers as a distribution channel for their saas-offerings to reach your customer base Parallels take: We want our Service Providers, which are our channel partners, participate from that growth Want you as a hoster, not only offer infrastructure services, but start offering applications Want you to move up higher in the chain, stay healthy and with sophisticated offerings be able to compete long term with bigger players such as Amazon or Google Most important: - Want you to make money from applications
  • As a hoster, you can do the manual way: engage with each ISV individually, slow , no fast TTM An ISV can try to offer on his own, -try to find a Hoster, Partner with them, license , work around all business and technical issues, then if this works the ISV can find more hosters -or an ISV can try hosting themselves..this could be a lot of work, not to mention the marketing aspect -or an ISV can find a marketplace on the web, using their SDK recomplile their application to fit in, this. The work related is usually specific to that marketplace, - that means it is a special case, most ISVs do not have the time and resources to do this multiple times And the question at the end is: was all this worth it?
  • That all shows us that there is a need for a unified platform and standard Objective is to provide a measurable ROI to both SPs and ISVs
  • A SaaS platform and standard works only as part of a healthy ecosystem. For such you need a wide variety of hosters adopting/using the standard as well as a wide variety of applications, which are available in such standard
  • What components does the Paralells SaaS platform consists of? Application Packaging Standard Unified delivery of applications in hosted environment APS Catalog and Marketplace Collection of APS applications and collaboration effort with all partners Virtual Templates and Appliances Ready to use applications for you. Automation Development Platform SDK, Libraries, APIs, Specifications and other developer’s resources to extend or integrate Parallels Automation products
  • APS is the MAJOR initiative and a big part of what we are doing in our Service Provider team. We move everything there. If you are using PPCP or PA you can leverage APS automatically. But it is a free standard,which adds credibility to it. That means you as a hoster can endorse the Standard without using our Control Panels if you like as well!. 1&1 and Hosteurope did so – for their inhouse shared hosting platforms That is a huge channel of SMBs for you ISVs: Remember the slide I showed earlier today, which said that there are 40m SMBs worldwide. Plesk/PEM are powering about 12 M active sites/domains – most of them are used by SoHos and SMBs. 1&1 and HE inhouse shared hosting control panel are powering some additonal 3m+ sites/domains Get started very easily to use the APS catalogue: Go to www.apsstandard.com and browse through the catalogue, download and install them in your aps supported control panel That is exactly what service providers are doing, whom I talked to in the last days. If you do need a contact with a commercial vendor, ask us and we matchmake you with the right contact at the ISV: - either if you need a contact at SugarCRM, for Google Postini or smartonline. Our plan is to evolve this catalogue into an application marketplace to make it easier and automated for you to engage with commercial ISVs
  • We do also provide a different format for packaging applications: Parallels Virtuozzo Container Templates and Parallels Virtual Appliances. You will find a selection of 580+ templates in the catalgoue on our website
  • This is the program we provide for ISVs Let me first repeat the advantages for you becoming part of the ecosystem: - The Channel of Service Providers is a new market & opportunity for your software distribution - It works in the attractive recurring revenue models – easier to forecast, making money monthly vs once and than 15-30-% SUS per year - we can help you partner with Providers: You can simply use the documentation on apsstandard.com to package your application to that format. There are tools provided, which help you to test the packaged application. The same with Parallels Virtuozzo Container Templates and Virtual Appliances. This all is free of charge In addition to that, Parallels can help package your existing Applications . We provide a program, where you can leverage support, technical staff &infrastructure as well as matchmaking with several providers. The following slides will give you more information about this program.
  • We call it Parallels FastTrack ISV Program. The Key components are: Support to help you package your application in applicable, useful formats Co- marketing: we will highlight your software through various activities, such as on the applicaton catalogues on Paralells website, newsletters and later even through the Parallels Control Panels itself. We do also cooperate jointly on either case studies, whitepapers, press releases or joint exhibition at various shows We will actively matchmake you to Key Service Providers, who have a high interest in your software solutions. We currently run a pilot with a small selected group of Service Providers, called Service Provider Alliance Program. Your applications will come into play for joint GTM strategies, we are developing with those Providers. The Providers who are part of this initiative nowadays are very helpful for you to get feedback about the hosting market, hosting companies customers and they are good candidates as launch partners for your applications.
  • We provide 3 levels of engagement as part of this programm. The entry program starts at 1000 USD yearly and it goes up to 10k USD yearly. If you do want to learn more about this program, please talk to Babak, Patrick or me
  • Here are a couple of ISVs as a showcase who leveraged this program already or are in progress doing so You will see a couple of press releases from ISVs and us in this regard in the next 2 days. Also i n the industry track sessions you will hear very interesting speeches For example the track from Michael from Pinnaclecart, today at 4h30, called New Revenue Streams for Hosting Companies using APS certified ISVs You are currently missing two interesting tracks in the other room First one is from AbsPer, called SaaS market opportunities. You would have learned there, that AbsPer applicatiion performance management solution is now supporting PVC and APS application Second one is from Nirvanix, where you would have learned how you as a hoster are able to offer cloud services to your customers Feel free to connect with those guys during the summit and learn more.
  • This is the program we provide for Service Providers. Let me also first repeat again the advantages becoming an active part of the ecosystem: Grow Revenue and Grow New Service Portfolio Increase Average Revenue per Customer Up-Sell Customer Base Broaden Channel Reach; Locally or Globally And most important: Let our Bus Dev team work for you. We are currently engaging with 100s of ISVs which we evangelize to have their apps packaged in APS or for Virtual Appliances and PVC templates, so that you are able to distribute those Similar to our ISV program, we do also provide two general levels for Service Providers, including the free of charge APS Partner program How can you leverage the free program? Simply use our catalogues and offer applications through your PPCP or PSA control Panels OR Use the documentation on apsstandard.com and make your inhouse control panel aps compliant. It is a FREE Standard!
  • You do have the possibility to certify your APS platform. The certification Service is run by Tier1 Research Why should you as a hoster consider this fee based program?
  • You do have various benefits witth this two level program. They are outlined in this chart. First, on co-marketing activities, Web Highlights and listings and than on industry visibility and active matchmaking with key ISVs If you do want to know more details about this program and certification requirements, please get in touch with me or with an representative from Tier1 during the summit.
  • Here are a couple of showcases of providers, who either a) Used the APS format specification to make a control panel APS compliant Use Parallels System Automation with pre-ingeneered modules for SaaS applications such as Exchange, Sharepoint or Dynamics Use our PVC template catalgoue with more than 550 templates in order to offer Virtual Appliances or PVC templates, in order to offer for example edevelopment environment VPS“s And d) Simply use a Parallels Control Panel to offer APS applications trom the catalogue on apsstandard.com to their customers
  • As already mentioned, we do have a couple of joint releases around our summit days. Heres is a short summary
  • Learn more about our SaaS ecosystem during this event Following this presentation, we do have a technical track, where you learn how to package, install and offer APS applications in service plans There will be a second business track tomorrow for Service Providers. Pat will show you real world examples how you can make money from our SaaS Ecosystem initiative. I do encourage you once more to attend the industry tracks. I can not mention all, so please let me highlight product and solution topics you will hear about Message security, scaling of database backed applications, alternative groupware applications, shopping carts, hosted PBX solutions, business management solutions for vertical markets, webconferening, Continious Data Protection and Disaster Recovery, webshop hosting. IT process automation and collaboration solutions You can also listen to softlayer and mesh, who represent the Service Provider side. Finally you can also learn from Mark, CMO and co founder of Zend, the company behind PHP how we jointly engage on the APSstandard.
  • Ca 450 attendees representing hosters/service providers Ca.100 attendees representing ISVs Network, matchmake, learn from each other. AND;…LETS MAKE SAAS REAL ALL TOGETHER111

ISVs and Hosters - Working Together ISVs and Hosters - Working Together Presentation Transcript

  • ISVs and Hosters – Working Together Soeren von Varchmin Vice President SaaS, Parallels
  • Agenda
    • Who is here at the Summit?
    • This is YOUR Opportunity
    • This is the Parallels’ Ecosystem
    • Programs for ISVs
    • Programs for Service Providers
    • News Announcements
    • Call to Action
    • Learn More
    Parallels - Optimized Computing
  • Who’s Here at the Summit? Parallels - Optimized Computing Service Providers at Summit = 450
  • Who’s Here at the Summit? Parallels - Optimized Computing ISVs at Summit = 100
  • Who’s Here at the Summit? Parallels - Optimized Computing Action for you at Summit: Introduce Yourself to One Another! Service Providers and ISVs
  • Agenda
    • Who is here at the Summit?
    • This is YOUR Opportunity
    • This is the Parallels’ Ecosystem
    • Programs for ISVs
    • Programs for Service Providers
    • News Announcements
    • Call to Action
    • Learn More
    Parallels - Optimized Computing
  • SaaS Opportunity Parallels - Optimized Computing
    • 5% of new business software deployed as a service – 2005
    • 25% of new business software deployed as a service – 2011
    • Opportunity
      • $8B (2006) => $40B (2011)
      • 50 million SMB customers
    • Types of applications
      • CRM, web conferencing, web content management, HR, supply chain, collaboration, email, and more
    • Example Case:
    • 55% of IBM’s over 10,000
    • PartnerWorld ISVs are considering offering Software as a Service*
    • * IBM PartnerWorld Survey
    SaaS % of Business Software Market opportunity: $8B increasing to $40B
  • SaaS Delivery Methods – Manual Approach
    • Service Provider “do it yourself” method
      • Partner with ISV : test, contract, provision, offer applications in a serial, one-by-one approach
    • ISV “offer on my own”
      • Partner with Hoster : then license/market more
      • Host own Application : do it themselves
      • Special Case Compile : for specific channel
    • Practical limitations to consider :
      • Strategy, available resources, market window, marketing, versioning, licensing, billing, ROI requirements
    Parallels - Optimized Computing $ ? Was all this worth it?
  • Parallels SaaS Approach to Bridge Gap
    • Straightforward Approach to SaaS
      • No complex SDKs
    • Integrate ecosystem experiences/method
      • Help create a common playing field
    • Address/help with practical considerations
      • Resources, licensing, billing, market window
    • Create Opportunities
      • Economies of Scale, Reduced Costs, Wide Choice of Apps, Extensive Sales Channel
    Parallels - Optimized Computing Parallels wants to bridge the Ecosystem Gap to make this SaaS Opportunity REAL for you!
  • Agenda
    • Who is here at the Summit?
    • This is YOUR Opportunity
    • This is the Parallels’ Ecosystem
    • Programs for ISVs
    • Programs for Service Providers
    • News Announcements
    • Call to Action
    • Learn More
    Parallels - Optimized Computing
  • SaaS – Ecosystem Parallels - Optimized Computing Independent Software Vendor APS Application Packaged and Certified Virtuozzo Templates Service Providers ISVs Users
    • SaaS Clients
    • Corporations
    • SMBs
    • SoHos
    • Individuals
    SaaS Application Subscribers World-Wide Channel of Service Providers APS Provider Access to hundreds of APS Applications SaaS Services SaaS Applications $ $ Packaged Delivered There is ROI in SaaS for both SPs and ISVs
  • Parallels Vision – Optimized Computing Parallels - Optimized Computing Ecosystem Consumer & Business (On Premise) Service Provider (Hosted & SaaS) Usage Model Solutions APS Standard APS Catalog & Marketplace Virtual Templates & Appliances Automation Dev Platform Desktop Workstation Server Containers Virtual Automation Operations Automation Business Automation Virtualization Automation Plesk Control Panel Plesk Sitebuilder Plesk Billing Plesk Expand License Automation Parallels Open Platform The Ecosystem is key to realizing the SaaS Opportunity; for both SPs and ISVs
  • Application Packaging Standard (APS) Parallels - Optimized Computing ISVs (Application Owners) Hosting Providers (Control Panels)
    • The APSstandard is a packaging format which makes it easy for hosting providers to offer ISV Applications via SaaS
    • Businesses and end-users benefit with subscription model
    Hosting Providers
    • Benefits:
      • Access to more applications
      • Easier to install and maintain applications
    • Use an APS enabled control panel
      • Use a Parallels control panel
      • Use the APS format specification to make a control panel APS compliant
    • Become APS certified
      • Independent certification process
    • Benefits
      • Package your application only once
      • Distribute your application through multiple hosting providers
    • Complete APS documentation and Catalog at APSstandard.com
      • Use Parallels SaaS Development Kit to package your application
      • Parallels Technical Network Support
      • Parallels offers a SaaS FastTrack to get to market faster
    ISVs (Applications)
  • Parallels Virtuozzo Containers Templates Parallels - Optimized Computing
    • Virtuozzo Templates to easily install Applications
    • Virtual Appliances utilize pre-configured virtual environments to target specific markets and verticals
      • Over 588 Parallels Virtuozzo Containers Templates and growing!
  • Agenda
    • Who is here at the Summit?
    • This is YOUR Opportunity
    • This is the Parallels’ Ecosystem
    • Programs for ISVs
    • Programs for Service Providers
    • News Announcements
    • Call to Action
    • Learn More
    Parallels - Optimized Computing
  • SaaS Programs for ISVs Parallels - Optimized Computing
    • No Fee at APSstandard.com for APS Enabling
      • Get your Application APS Certified as Gold or Silver
      • Parallels supplies Development Kit and packaging/certification help
    • Optional: Parallels FastTrack ISV Program
      • Fee based: Standard, Premium and Ultimate Levels
      • Leverage Parallels Sales, Marketing, Technical Staff & Infrastructure
      • Facilitate business opportunities with Providers and Co-Marketing
  • Parallels FastTrack ISV Program Parallels - Optimized Computing
    • Optional Program to get ISVs started faster in SaaS
      • Assessment of your App for packaging, Priority follow through to completion
      • Support to help you package your applications into APS format, Vz Template or Plesk Module
    • Co-Marketing Promotional Activities
      • Highlight through Control Panels, Application Catalog and Parallels website, Service Provider Newsletter
      • Case Study, Whitepaper, Press Release, Event Booth
    • Matchmaking with Key Service Providers
    • Participation in Parallels Service Provider Alliance Program (Ultimate Level)
      • Tailored for your business goals and your Brand
      • Learn unique aspects of  Service Provider Industry – what makes them tick
      • Comprehensive understanding of Service Provider business models
      • Personal help to develop relationships, schedule mtgs with analysts/journalists
  • Parallels ISV FastTrack Program Summary Parallels - Optimized Computing Standard Ultimate Benefits Premium Application Packaging
    • Assessment of Application, Training & Q&A Session
    • Certifies application
    • Standard plus
    • Parallels helps ISV package up to 3 versions
    • Standard plus
    • Parallels helps ISV package up to 3 versions
    Support
    • Priority support for questions
    • Dedicated contact for 3 months plus priority support
    • Dedicated contact for 3 months plus priority support
    Application Advertising
    • Highlighted on Parallels website once listed in application catalog
    • Featured for 1 month on Parallels website once listed in the application catalog
    • Application included in monthly Parallels newsletter
    • Listed as a feature application for 1 month on Parallels website once listed in the application catalog
    • Application included in monthly Parallels newsletter
    Personal Match-making
    • Introduction to 2 upper level hosting executives
    • Introduction to 5 upper level hosting executives
    • Visibility & promotion in Parallels Service Provider Alliance Program
    Co-Marketing
    • Create press release
    • Case study
    • Discount invitation to Summit and Web Hosting Day (Germany)
    • Standard plus
    • Free invitation to Summit and Web Hosting Day (Germany)
    • Discounts for exhibition and sponsorship at hosting events
    • Standard plus
    • Free invitation to Summit and Web Hosting Day (Germany)
    • Discounts for exhibition and sponsorship at hosting events
    Cost
    • $999
    • $4,999
    • $9,999
  • Parallels - Optimized Computing SaaS ISVs on FastTrack www.interspire.com/ www.pinnaclecart.com/ www.magentocommerce.com/ www.invisionpower.com/ www.bvsoftware.com/ www.smartertools.com/ www.creloaded.com/ www.open-xchange.com/ www.epages.de / www.sugarcrm.com/ www.voipnow.com/
  • Agenda
    • Who is here at the Summit?
    • This is YOUR Opportunity
    • This is the Parallels’ Ecosystem
    • Programs for ISVs
    • Programs for Service Providers
    • News Announcements
    • Call to Action
    • Learn More
    Parallels - Optimized Computing
  • Parallels - Optimized Computing
    • APS Partner “Uses Parallels Products”
      • Default Level, Free, Not Certified or Audited
      • Baseline for delivering APS-compliant applications
    • APS Certified “Highest quality service”
      • Certification levels as trusted providers for delivering latest version of hosted applications
      • Especially geared toward in-house control panels and providers who wish to differentiate themselves
    Gold Provider Silver Provider Partner SaaS Programs for Service Providers
  • Parallels - Optimized Computing Service Provider Certification
    • Certifying your Infrastructure to APS
    • 3 rd Party Certification Service by Tier1 Research
      • Will test and validate basic infrastructure for APS Compliance
      • Process includes Install/removal of test suite of Gold APS Applications
      • Testing covers both Linux and Windows Applications
      • Services include: Certification, Renewals and Audits
      • Fee based
    Testing Certification Audits
  • APS Service Provider Certification Benefits Parallels - Optimized Computing Silver Provider Gold Provider Benefits Silver Provider Gold Provider Fees Co-Marketing
    • Listed on APSstandard.com
    • Use of APS Silver logo
    • Highlighted on APSstandard.com
    • Use of APS Gold logo
    • Highlight in all APS ISV Presentations
    APS Gold/Silver Provider Promotion
    • Visibility with Press/Analysts/Pubs
    • Search Engine Optimization to drive traffic to APSstandard
    • Highlight with Press/Analysts/Pubs
    • Search Engine Optimization to drive traffic to APSstandard
    Match Making
    • Personal Introduction to ISVs
    • Personal Introduction to ISVs
    • Direct Link to FastTrack ISVs
    Access to Development
    • Beta versions of APS API Software
    • Beta versions of APS API Software
    Application Packaging
    • Optional 1 Application Packaged exclusively for Provider
    Control Panel
    • Certification of 1 control panel
    • Certification of 1 control panel
    Initial Certification Cost
    • $2,500 for the first year
    • $10,000 for the first year
    Certification Renewal
    • $1,250 annual renewal
    • every 12 months 
    • $5,000 annual renewal
    • every 12 months
  • Parallels - Optimized Computing SaaS Service Providers
  • Agenda
    • Who is here at the Summit?
    • This is YOUR Opportunity
    • This is the Parallels’ Ecosystem
    • Programs for ISVs
    • Programs for Service Providers
    • News Announcements
    • Call to Action
    • Learn More
    Parallels - Optimized Computing
  • Parallels - Optimized Computing SaaS - Parallels Open Platform News
    • Summit Announcements:
    • Parallels to Resell myLittleAdmin Web-based Tool for Microsoft SQL Server
    • Solar VTG Strengthens Offerings with Smart Online’s Onebiz Suite of SaaS Applications
    • Zend forms Partnership with Parallels to optimize PHP applications for Hosters
    • Open-Xchange to Deliver Collaboration Solution
    • VoIPNow for hosted PBX services to businesses & residential users
  • Agenda
    • Who is here at the Summit?
    • This is YOUR Opportunity
    • This is the Parallels’ Ecosystem
    • Programs for ISVs
    • Programs for Service Providers
    • News Announcements
    • Call to Action
    • Learn More
    Parallels - Optimized Computing
  • Parallels - Optimized Computing Next Steps for ISV and SP
    • Let us help you get into SaaS Faster
    • ISVs
    • Get on the FastTrack at parallels.com/saas
    • Documentation and SaaS Application Catalog at www.apsstandard.com
    • Get Support through Parallels Technical Network (PTN)
    • Service Providers
    • Work with us to rapidly offer APS certified applications
    • Get Certified as a Gold or Silver Provider
    • OR..as an APS Partner with Parallels products designed for SaaS
  • Agenda
    • Who is here at the Summit?
    • This is YOUR Opportunity
    • This is the Parallels’ Ecosystem
    • Programs for ISVs
    • Programs for Service Providers
    • News Announcements
    • Call to Action
    • Learn More
    Parallels - Optimized Computing
  • SaaS – Learn More
    • Learn More on APS Technology
      • in the Technical Track today @ 10:45AM
    • Learn More on Revenue Opportunities
      • in the Business Track tomorrow @ 10:45AM
    • Learn More on SaaS Ecosystem
      • Attend Industry Tracks to hear more on SaaS
      • Absolute Performance, Nirvanix, Cloudmark, Softlayer, Zend, OpenXchange, PinnacleCart, VoipNow, SmartOnline, ePages, Mesh, mySQL, r1soft, enigmatic, mailsite
    Parallels - Optimized Computing
  • SaaS - Summary
    • SaaS is a huge opportunity!
    • Become part of the SaaS Ecosystem
    • You guys need to work together/network
    Parallels - Optimized Computing SaaS: Let’s Make it Real!
  • Agenda
    • Backup
    Parallels - Optimized Computing
  • APS Certification Requirements and Fees Parallels - Optimized Computing Silver Provider Gold Provider Fees Silver Provider Gold Provider Requirements Gold Provider Silver Provider Initial Certification Cost
    • $2,500 for the first year
    • $10,000 for the first year
    Certification Renewal
    • $1,250 annual renewal
    • every 12 months 
    • $5,000 annual renewal
    • every 12 months
    Support
    • Online Only
    • Phone and Online
    Control Panel
    • APS-Compliant
    • APS-Compliant
    APS Applications
    • Always offer at least 3 APS applications
    • Always offer at least 7 APS compliant applications
    Critical Security Fixes
    • Publish within 5 working days of Availability
    General Fixes Updates
    • Publish within 3 Weeks of APS Packaged Application Availability