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Cloud services brokerages evaluating the business case

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Jamcracker presentation discusses the Cloud Services Brokerage model, and key factors to consider in evaluating the opportunity. Use-cases include communications and IT providers / distributors as ...

Jamcracker presentation discusses the Cloud Services Brokerage model, and key factors to consider in evaluating the opportunity. Use-cases include communications and IT providers / distributors as well as enterprise IT organizations.

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Cloud services brokerages   evaluating the business case Cloud services brokerages evaluating the business case Presentation Transcript

  • Cloud Services BrokeragesEvaluating the Business Case
    Stephen Crawford
    Vice President Marketing
    & Business Development
  • Cloud Services Brokerages (CSB)Evaluating the Business Case
    Introducing Jamcracker
    Understanding & Evaluating your CSB Business Case:
    What is a CSB, and what are the business drivers?
    Why should you consider the CSB model?
    How can you become a CSB?
    How should you go-to-market?
    Why Jamcracker as your CSB enablement partner?
  • Introducing Jamcracker
    Founded in 1999(by Founder/CEO of Exodus Communications - IPO 1998 )
    CSB Enablement Solution:
    Proven Cloud Aggregation/Delivery Platform
    Pre-integrated Ecosystem of 3rd party Cloud Providers
    Established technologies & processes for new services on-boarding
    Business Enablement Services – GTM consulting, support, managed services for hosting (option), operations, BD, vendor management
    Privately held with ~250 employees
    Headquartered in Silicon Valley
    Development & Operations in India
    Global Sales & Distribution Offices
    ‘Cool Vendor in Cloud Services Brokerages’(Gartner, 2011)
  • Jamcracker is a CSB Enabler
    Service Providers, Distributors, ISVs & Enterprise IT
    Cloud Consumers
    Cloud Providers
    Enterprise
    End-Users
    SaaS
    Operators
    Cloud Services Brokerages
    PaaS
    Enabler
    IaaS
    SMBs
  • Cloud Services Ecosystem
    SaaS
    IaaS
    PaaS
    Services Catalogue - SaaS Offerings
    Cloud Services
    IT Services Security Communications Collaboration Mobility Applications
    Public & Private
    Services Catalogue - IaaS and PaaS Offerings
  • What is a Cloud Services Brokerage?
  • First of all, let’s define ‘Cloud’
    IT delivery model
    IT as an elastic utility
    Infrastructure & development
    Applications & BPO services
    Business model
    Recurring vs. license fees
    Customer stickiness
    Predictable revenue streams
    Usage model
    Pay as you go
    Scale up/down as needed
    Focus on core competencies
    Exponentially growing universe of services to choose from
    IT Services Stack
    BPO as a Service
    Source: Forrester
  • Cloud Adoption Growth
    Cloud Spending by Category
    Cloud Market Opportunity 2012
    CAGR
    $69.1
    2012
    $55.3
    27%
    BPaaS
    50%
    $43.7
    $34.2
    SaaS
    40%
    PaaS
    IaaS
    SMB
    LE
    SMBs are ~50% of the total cloud opportunity, and 80% of the public cloud market.
    Worldwide view across Large Enterprise and SMB
    Source: IBM, IDC, CIO magazine, BCG analysis
  • Let’s take a Customer ViewSMB Cloud Confusion
    “I know that the big software companies are coming out with SaaS, but my business is too small to get even an email response from their sales websites.”
    “It feels likeI 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 software for my business without turning round. There’s always a consultant or salesperson calling or in my office to sell me software and so-called ‘solutions.’ But I have to go looking for Cloud solutions and figure it all out myself. That’s a huge pain.”
    “Our main IT provider is a reseller that builds their own software 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
  • ‘Cloud Sprawl’ in the Enterprise
    Public Clouds
    Enterprise
    End-Users
    Private Clouds
    Line-of-Business
    IT Org’s
    Departments / Functional Roles
    SaaS
    IaaS
    SaaS
    SaaS
    IaaS
    SaaS
    PaaS
    Individual Employees
    On-Prem Assets
    Firewall
  • Cloud Services Brokerage (CSB)
    “The future of cloud computing will be permeated with the notion of brokers negotiating relationships between providers of cloud services and the service customers.”
  • “By 2015, CSBs will represent the single-largest category of growth in cloud computing, moving from a sub - $1 billion market in 2010 to a composite market counted in thehundreds of billions of dollars”
    “By 2015, the CSB vendor landscape will have grown from dozens to hundreds of providers”
    - Darryl Plummer, Chief Analyst, Gartner
    Hundred Billion $ Opportunity
  • Why should you consider the CSB model?
  • A Familiar Story in Mature Markets
    Business Impact:
    • Commoditization
    • Declining Profits
    • Customer Churn
    • Market-share Loss
    Traditional
    Competition
    $
    Core
    Services
    New
    Services
    Emerging
    Competition
    Customers
    14
  • CSB = Customer Retention & Growth
    • "T-Suite customers are 65 percent less likely to churn broadband services than broadband only customers."
    • "22 percent of T-Suite customers without a Telstra broadband service take up a Telstra broadband service within 12 months."
    • "Over half of T-Suite customers also bought multiple applications.”
    - Kate McKenzie, Chief Marketing Officer, Telstra
  • CSB = Distribution for Cloud Providers
    Cloud Providers
    Service Providers
    Services Creation
    • Content Expertise
    • Continuous Innovation
    • Key Issue: Customer Acquisition
    Services Delivery
    • Existing Customers
    • Established Offerings
    • Key Issue: Retention & Profitability
  • CSB = Enterprise IT Control
    Ad-hoc Cloud Adoption
    • Departmental / single purchases
    • Fragmented security / no policy control
    Coordinated Strategy
    • Cross-enterprise volume licensing
    • Centralized security / policy enforcement
    Unified Management
    • Audit employee usage, allocate costs
    • User and services administration
    Loss of Control
    • Limited visibility into true usage
    • Different tools for the same job
    IT Avoidance
    • Business users work around IT
    • Perception that IT slows the business
    IT as Enabler
    • Rapid enablement of new services
    • Strategic role – business optimization
    Tomorrow - Enterprise CSB
    Today – Cloud Sprawl
  • CSB Benefits – Summary
    Service
    Providers
    CSB
    CSB
    ISVs
    CSB
    Distributors
    CSB
    SIs & Enterprises
  • How can you become a CSB?
  • CSB Reference Model
  • CSB Enablement Architecture
  • Enabling Segmentation & Distribution
    End-User Roles
    Admin Roles
    Jamcracker Platform Instance
    Service Provider
    White-Labeled Master Marketplace(Service Provider / Master Catalog)
    Platform / Super Admin
    Master Reseller / Agent

    Marketplace 1(Master Reseller Catalog)
    Marketplace n(Master Reseller Catalog)
    Marketplace Owner/Admin
    Resellers
    WebStore 1
    WebStore 2
    WebStore n
    WebStore 1
    WebStore 2
    WebStore n
    ….
    ….
    Webstore Admin
    AdminPortal 1
    AdminPortal 2
    AdminPortal n
    Users’Portal 1
    Users’Portal 2
    Users’Portal n
    ….
    ….
    Customers
    Customer Admin
    Customer End-Users
  • Protecting & Extending your Brand
    IaaS
    PaaS
    Voice
    Data
    Cloud
    Services
    Core
    Services
    SaaS
    Mobile
    Services Onboarding
    Service Provider
    Branded
    Marketplace
    Services Aggregation
    Billing and Settlement
    The Jamcracker Platform
    Reporting and Monitoring
    Catalogue Management
    Store Management
    Reseller Branded
    Portals (Optional)
    ChannelEnablement
    Services Delivery
    SSO, User Management
    SMBs / Enterprises
  • How should you go to market as a CSB?
  • CSB Sell-Through Statistics
    Email & Collaboration Services lead year over year share-growth, followed by Security
    Viewed by customers as natural extensions to CSPs’core offerings
    Followed by Data Backup & Infrastructure
    Sales rate reached ‘inflection point’ in 2010
    Averaging ~%12.5 growth month-over-month
    Aggregated across existing and net new CSBs
    Established partners M2M sales growth >18%
    Telcos gaining momentum with CSB model
    Source: JSDN Aggregated Sell-Through Report, 2010
  • Start with the Basics
    Phased go-to-market, starting with basic services
    Low-touch selling
    Security, data backup, email
    Product-line extensions = perceived credibility
    Communications, collaboration, infrastructure
    Set the stage for downstream go-to-market phases
    Walk up the value-chain to higher margin application services
    Offer multiple services across multiple categories
    Shelf-space strategy = customer choice
    Differentiate from ISV-centric marketplaces
    Keep it fresh
    Constant testing of bundles and new service offerings
  • Preparing your GTM Plan
    Segment your customer base to define service offerings as well as sales & marketing plan
    Determine services that you can bundle with your existing offers
    Net new customer acquisition & competitive displacement
    Existing customer retention
    Phase your launch – don’t try to boil the ocean
    Make sure your organization is prepared
    Sales incentive plan & training
    Marketing programs
    Customer support
    Top-line executive buy-in
    Market-test your offers and bundles
    Pre-launch and post-launch
    Dynamic market necessitates tight feedback loop
    Never stop experimenting, modifying and adapting your offers
  • Why should you consider Jamcrackeras your CSB enablement partner?
  • Jamcracker’s Value to You
    Proven cloud aggregation & delivery platform, deployed globally with tier 1 carriers, distributors and ISVs.
    Rich ecosystem of pre-integrated cloud providers that you can distribute / resell.
    Proven technologies and methodologies for services on-boarding, so you can create your own cloud partner cloud ecosystem.
    Managed services that can enable you to get to market quickly and cost-effectively.
    Flexible platform enables you to evolve to meet changing market conditions.
    Over ten years of experience in enabling aggregated services delivery.
  • Why Jamcracker?
    “Jamcracker is emerging as the go-to choice for service providers that want to get to market quickly with value-added services delivery, without having to incur the expense of building their own delivery platform and negotiating dozens of new distribution agreements.”
    - Caroline Chappell, Heavy Reading
    “Providers who are on the verge of tapping the value of Internet (cloud computing) will see Jamcracker as a key enabler to connect the dots of cloud providers across all layers of the cloud stack.“
    - Agatha Poon, Tier 1 Research
  • “Jamcrackerhas long been a player as an application 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 situation with a single-service network approach from Jamcracker.”
    - Darryl Plummer, Chief Analyst, Gartner*
    Why Jamcracker?
    *”Cool Vendors in Cloud Services Brokerage,” Gartner, May 2011.
  • Cloud Services BrokeragesEvaluating the Business CaseThank You!Contact: information@jamcracker.com
    Stephen Crawford
    Vice President Marketing
    & Business Development