Service Provider as a
Distribution Channel
with APS Standard

Max Kuzkin, Parallels
Architect
What IT needs do SMBs have?
High-level grouping
Web Presence
and Web Apps

Communication
and
Collaboration

Infrastructure
Software as a
Service (SaaS...
Where do SMBs Buy Hosting and Cloud Services?

1
1

Traditional
Hosters

2
2

Communication Service
Providers

3
3

Value ...
Why buy from these three provider groups?
New SMBs originally
buy these services …

1
1

2
2

Traditional
Hosters

Communi...
The market is moving toward all IT players
competing in the cloud
2020
Clouds: ~$1,500B
What ISVs need to take into consideration when
working with Service Providers?
• Should be considered as a channel to dist...
Next major question for Service Providers?
McAfee
API

McAfee
McAfee
UI
UI

Symantec
API

End-Users:
need multiple
service...
Parallels considers APS technology a way to solve
this problem
APS stands for “Application Packaging Standard”.
It is an i...
What is APS?
App
REST API

McAfee
McAfee

https://app/

McAfee
API

APS Package
APS Package

Provider Control Panel
Provid...
What is APS?
https://app.isv.com/

Hosting
Hosting
Platform
Platform

Application
REST API

APS Package
APS Package
Naviga...
What does APS provide
Standardized way for …
•API integration into the Service Provider Platform
•

Common REST-based comm...
APS Resource Graph and Service Plans
Resource Name

Resource Class

Limit

Gold Sample

Application Service Reference

0

...
APS Resource Graph and Service Plans
Resource Name

Resource Class

Limit

Gold Sample

Application Service Reference

1 (...
APS UI Integration
Where to read more?
• http://www.parallels.com/products/automation/
• http://apsstandard.org/
Thank You!
Questions?
mailto: maximk@parallels.com
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Service Provider as a Distribution Channel with APS Standard

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Service Provider as a Distribution Channel with APS Standard

  1. 1. Service Provider as a Distribution Channel with APS Standard Max Kuzkin, Parallels Architect
  2. 2. What IT needs do SMBs have?
  3. 3. High-level grouping Web Presence and Web Apps Communication and Collaboration Infrastructure Software as a Service (SaaS)
  4. 4. Where do SMBs Buy Hosting and Cloud Services? 1 1 Traditional Hosters 2 2 Communication Service Providers 3 3 Value Added Resellers (VARs) and Distributors
  5. 5. Why buy from these three provider groups? New SMBs originally buy these services … 1 1 2 2 Traditional Hosters Communication Service Providers Domain Domain Website Website Hosting Hosting Internet Internet Connections Connections Broadband / / Broadband Networking Networking Phone Lines Phone Lines Computers Computers 3 3 Value Added Resellers (VARs) and Distributors Other Other Hardware Hardware Software Software … and then buy other Value-Added Services as they grow
  6. 6. The market is moving toward all IT players competing in the cloud 2020 Clouds: ~$1,500B
  7. 7. What ISVs need to take into consideration when working with Service Providers? • Should be considered as a channel to distribute your product (software or service), usually not straight-forward to negotiate with • Business Terms must be negotiated and include • • Accounting / Billing rules and procedures Upsell and cross-sell scenarios • Support Terms must be negotiated Software (often) needs to be adopted / modified to work with Service Provider’s infrastructure
  8. 8. Next major question for Service Providers? McAfee API McAfee McAfee UI UI Symantec API End-Users: need multiple services How to create a How to create a combined offering combined offering of services? of services? Symantec Symantec UI UI O365 API O365 O365 UI UI Many services: each with its own API and UI
  9. 9. Parallels considers APS technology a way to solve this problem APS stands for “Application Packaging Standard”. It is an integration technology that supports three aspects of services integration: • • • Workflow Integration – configuration of workflow for provider API Integration – integration on the level of the shared communication bus UI Integration – integration of navigation structures of different applications
  10. 10. What is APS? App REST API McAfee McAfee https://app/ McAfee API APS Package APS Package Provider Control Panel Provider Control Panel View View End-Users View View View View Parallels Automation View View View View App REST API https://app/ Application Navigation View View McAfee McAfee UI UI … … Symantec Symantec Symantec API APS Package APS Package View View View View App REST API Application Navigation View View … … O365 O365 https://app/ Symantec Symantec UI UI O365 API APS Package APS Package View View View View Application Navigation View View … … O365 O365 UI UI
  11. 11. What is APS? https://app.isv.com/ Hosting Hosting Platform Platform Application REST API APS Package APS Package Navigation View View View View View View Service API Service Service Service Service UI UI View View APS defines standard way to expose any service to the Hosting Platform. It’s a “bridge” between services APIs and UIs.
  12. 12. What does APS provide Standardized way for … •API integration into the Service Provider Platform • Common REST-based communication bus • Users Identity integration •UI integration into Service Provider Panel • HTML5-based UI working with common communication bus • Branding •Rules for accounting and upsell / cross-sell scenarios • Resource limits and counters •Branding of everything • URLs, Names, Strings, etc.
  13. 13. APS Resource Graph and Service Plans Resource Name Resource Class Limit Gold Sample Application Service Reference 0 Silver Sample Application Service Reference 1 VPS Management Application Service 1 VPS Application Service Unlimited Provider Before Upsell Customer Subscription Subscription Weak; single; Weak; Collection; Strong; single; Billing Billing Strong; single; Cloud Cloud VPS Management VPS Management Weak; Collection; Weak; Collection; Strong; Single; Strong; Single; Gold Sample Gold Sample Silver Sample Silver Sample Weak; Collection; Strong; Single; Strong; Single; VPS VPS
  14. 14. APS Resource Graph and Service Plans Resource Name Resource Class Limit Gold Sample Application Service Reference 1 (+1) Silver Sample Application Service Reference 0 (-1) VPS Management Application Service 1 VPS Application Service Unlimited Provider After Upsell Customer Subscription Subscription Weak; single; Weak; Collection; Strong; single; Billing Billing Strong; single; Cloud Cloud VPS Management VPS Management Weak; Collection; Weak; Collection; Strong; Single; Gold Sample Gold Sample Silver Sample Silver Sample Weak; Collection; Strong; Single; Strong; Single; VPS VPS
  15. 15. APS UI Integration
  16. 16. Where to read more? • http://www.parallels.com/products/automation/ • http://apsstandard.org/
  17. 17. Thank You! Questions? mailto: maximk@parallels.com

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