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Cloud services brokerages   evaluating the business case
 

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