The document discusses strategies for building scalable and profitable SaaS businesses, emphasizing the SaaS market opportunity projected to reach $21.2 billion by 2015. It outlines essential requirements for enterprise-grade cloud platforms and best practices for independent software vendors (ISVs), including leveraging hybrid deployment models and treating cloud infrastructure as strategic assets. Case studies of various companies highlight the effective use of Oracle's cloud offerings to enhance performance and meet customer demands.

1. Part 1:
Building a Scalable, Profitable SaaS
Business
Matt Chivers
1 Copyright © 2011, Oracle and/or its affiliates. All rights
Oracle Worldwide Alliances & Channels
reserved.

2. Agenda
• SaaS Market Opportunity
• Enterprise Grade Cloud Platforms
• ISV Best Practices
• Resources
2 Copyright © 2011, Oracle and/or its affiliates. All rights
reserved.

3. SaaS Market Opportunity
$14.0 *Worldwide SaaS Forecast 2011 - 2015 $21.2B
$12.0 $18.4B
$16.0B • 2015 SaaS market projection
$10.0 $13.8B = $21.2B*
$12.0B
$US Billions
$8.0
• SaaS growing 5x Faster than
$6.0 on prem software!**
$4.0
• 85% of all new applications
$2.0 architected for SaaS**
$0.0
2011 2012 2013 2014 2015 • SaaS ISVs typically
Latin America $0.3 $0.4 $0.5 $0.6 $0.7 standardize on a single
Asia $1.1 $1.3 $1.6 $1.9 $2.2
platform
Europe $2.8 $3.3 $3.9 $4.6 $5.4
North America $7.7 $8.8 $10.0 $11.3 $12.9
*Source: Gartner - Software as a Service, Worldwide, 2010-2015
**Source: IDC - Worldwide Software as a Service 2010-2014 Forecast
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reserved.

4. Enterprise Grade Cloud Platforms
What do ISVs need to deliver?
- Business Objectives - - Operational Requirements -
 Enterprise Data Security
Data Security  Operational Security
Business Continuity  High Availability at All Tiers
 High Performance for global customer
base
Scalability
 Monitoring & Availability
 Rapid Deployment
Deployment Flexibility
 Open Standards
Cost Management  Portability
 Technology Costs & Licensing Flexibility
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reserved.

5. Best Practices
How should ISVs deliver?
1. Architect for rapid growth and wild success
• Invest in technologies that scale with your business
• Avoid re-platforming your application as demand grows
2. Leverage your platform as a strategic asset
• Focus R&D investment on unique customer requirements, leverage platform for
the rest
• Proactively address potential customer concerns and objections
3. Take advantage of hybrid deployment models
• Enable the same applications to run on-prem or in the cloud
• Allow customers to adopt cloud as / when appropriate for their business
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6. 1. Architect for Rapid Growth
How much cloud infrastructure do you need?
Amazon Physical Book Sales v. Kindle Book Sales
Physical Books
Kindle Books
Source: Business Insider (2011/09/28)
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reserved.

7. 1. Architect for Rapid Growth
How much cloud infrastructure do you need?
Amazon Physical Book Sales v. Kindle Book Sales
Source: Business Insider (2011/09/28)
7 Copyright © 2011, Oracle and/or its affiliates. All rights
reserved.

8. 2. Your Platform as a Strategic Asset
How does your platform help you sell?
Barriers to Cloud Adoption*
Of companies not using cloud, what is the major reason why?
 Most customer concerns and potential
Security Concerns 32%
sales objections are not related to
application functionality.
New Technology 13%  ISVs are also selling Cloud as a
deployment model, not just selling
their own applications.
Integration Complexity 12%
 By building on an enterprise grade
Resistance to Change 11%
platform, ISVs can proactively address
these potential sales objections.
Cost 8%
0% 5% 10% 15% 20% 25% 30% 35%
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reserved.
*Source: Tier 1 Research

9. 3. Hybrid Deployment Models
How do you deliver across both on-prem and cloud?
• Hybrid Cloud isn’t just a strategic option, it’s an imperative for
ISVs with established on-prem license businesses.
• Successful ISVs therefore need to consider:
 Leveraging existing application IP and platform
investments.
 Using common architecture for both on-prem- and cloud-
based deployments.
 Allowing customers to move deployments across cloud
environments.
9 Copyright © 2011, Oracle and/or its affiliates. All rights
reserved.

10. Oracle Cloud Offerings – Complete Choice
Cloud Products Private & Public Cloud Services
Applications Oracle On Demand Oracle Public Cloud
Oracle Applications Oracle Fusion Oracle Fusion
Oracle Applications ISV Applications On Demand
CRM Cloud HCM Cloud
Service Service
Oracle Enterprise Manager
Platform as a Service
Integration: Process Mgmt: Security: User Interaction:
Oracle Social Network
Cloud Management
SOA Suite BPM Suite Identity Mgmt WebCenter Middleware On Demand
Cloud Application Foundation: WebLogic Server, Exalogic On Demand Oracle Java
Coherence, JRockit, Exalogic Elastic Cloud Cloud Service
Oracle Database, Database Options Database On Demand Oracle Database
Exadata Database Machine Exadata On Demand Cloud Service
Infrastructure as a Service
Manager Ops Center
Oracle Enterprise
Oracle Solaris Oracle Linux
Oracle VM for SPARC (LDom)
Solaris Containers Oracle VM for x86
Servers
Storage
Network Fabric
10 Copyright © 2011, Oracle and/or its affiliates. All rights
reserved.

11. Oracle Exastack
• Oracle Exadata Database Machine
ISV Application
Exadata + Exalogic Elastic Cloud
• Common architecture for on-prem, cloud
and hybrid deployments
• Allows ISVs to leverage same core
products (OS, Database, WebLogic) for
even greater scale and efficiency
Complete Optimized Platform for ISVs
11 Copyright © 2011, Oracle and/or its affiliates. All rights
reserved.

12. Oracle Powers SaaS Leaders
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reserved.

13. Aria Systems – Oracle Enables Zero
Maintenance Downtime
Company Overview Aria Systems Perspective
Aria Systems is the subscription billing and “We believe technology innovation and
management market leader serving mid-market customization is key to providing cloud billing
and Global 2000 companies. The Aria Subscription services that give our customers a competitive
Billing Platform is the industry's only enterprise edge. Aria now has the flexibility and agility to
class solution that automates the entire subscriber deploy innovations and customers' design
life cycle for all recurring revenue models. requests without having to wait for a maintenance
window.”
Location
Derek Choy, Aria Systems VP of Engineering
San Francisco, CA
Oracle Portfolio
Oracle Database 11g
13 Copyright © 2011, Oracle and/or its affiliates. All rights
reserved.

14. NetSuite – Exadata for Extreme
Performance
Company Overview
Netsuite Perspective
• NetSuite enables companies to manage core key
business operations in a single system, which "NetSuite's strategy has been to bring the
includes Enterprise Resource Planning (ERP), power of enterprise-grade technologies to all
Accounting, Customer Relationship Management companies. With the power of Oracle
(CRM), and Ecommerce. NetSuite's "real-time Exadata, NetSuite will be able to enable
dashboard" technology provides an easy-to-use companies to enjoy Exadata's extreme
view into up-to-date, role-specific business performance without taking on additional IT
information. burdens, and at a price point that they can
afford.“
Location
• San Mateo, CA Zach Nelson, CEO
Oracle Products
• Oracle Exadata Database Machine
14 Copyright © 2011, Oracle and/or its affiliates. All rights
reserved.

15. cVidya– Fast TTM and No Lock-in with Oracle
Middleware over State-of-the-Art Cloud Infrastructure
Company Overview
cVidya Perspective
• cVidya Networks is a global leader in analytics and “Our goal was to offer best-of-breed On Demand
BI solutions for Revenue Intelligence for telecom,
revenue intelligence applications to service
media and entertainment service providers.
providers of all sizes. The availability of Oracle
Innovative cVidya solutions achieve rapid ROI and
lower TCO serving to maximize margins, improve Database and Oracle WebLogic on state-of–the-
customer experience and optimize ecosystem art cloud infrastructure allowed us to quickly
relationships. cVidyaCloud is its umbrella of On- migrate our applications to the cloud, leveraging
Demand Revenue Intelligence solutions for service carrier grade middleware while focusing on our
providers of all sizes. core competencies and without lock-in to the
cloud infrastructure provider”.
Location
Nava Levy, VP SaaS/Cloud Services
• Herzliya, Israel
Oracle Products
• Oracle Database 11g, Oracle WebLogic (optional)
15 Copyright © 2011, Oracle and/or its affiliates. All rights
reserved.

16. Resources for ISVs
Design Develop Go to Market
• Access to Oracle • Dev and test • Flexible
technical licenses commercial
resources • Online and models
onsite training • Oracle branding
options & promotion
More Information:
Cloud Computing & SaaS Knowledge Zone | Oracle Cloud Computing | saasforisvs_ww@oracle.com
16 Copyright © 2011, Oracle and/or its affiliates. All rights
reserved.

17. 17 Copyright © 2011, Oracle and/or its affiliates. All rights
reserved.

18. 18 Copyright © 2011, Oracle and/or its affiliates. All rights
reserved.

19. Part 2:
Case Study: cVidya’s
Journey into the Cloud
Leveraging carrier grade middleware over
Nava Levy, VP SaaS/Cloud Services
state-of the-art cloud infrastructure
May 29, 2012
© 2012 – PROPRIETARY AND CONFIDENTIAL INFORMATION OF CVIDYA

20. cVidya’s Journey into the Cloud
- Agenda
 cVidya overview
 Why: the business imperative
 How: does one cloud fit all?
 Key considerations
 Case study
20

21. cVidya Overview
A global leader and innovative provider of Revenue Intelligence solutions
for Telecom, Media and Entertainment service providers
 Over 150 customers  Partnership with the world leading vendors
– 7 out of the 10 largest operators
 #1 Revenue Management Global Market
Provider by (April 2011)
 Analyzing over 1.5 Billion subscribers and  TM Forum Leadership
billions of events daily
 cVidyaCloud : Revenue Intelligence On
 300 employees Demand for Service Providers of all sizes
 Global presence in 20 locations
21

22. Why: The Business Imperative
22

23. The Business Imperative (2010)
Demand - Smaller service
Supply - Cloud Computing
providers needing was maturing
robust BI & analytics penetrating also the Our goal was to
Revenue Intelligence communications leverage the cloud
applications vertical model to offer also
smaller service
- But, that do not - Availability of providers best-in-
have the resources enterprise grade class revenue
to buy and deploy middleware and
on premise infrastructure intelligence solutions
solutions solutions
23

24. How: Does One Cloud Fit All?
24

25. Does One Cloud Fit All?
Not really.
There are different go-to-market approaches, technology stacks and
infra providers.
Each have their pros and cons.
Your optimal “cloud” would vary by the type of application, the target market, where you are
in the journey to the cloud and your specific use case.
25

26. The Use Case
Migrate existing Develop new cloud
apps to the cloud applications
26

27. Key Considerations
27

28. Key Considerations
• Same as cVidya’s on premise applications or different?
Brand Selling only to smaller providers or also to large ones?
• What should be the cloud based pricing vs. licensed
Pricing &
based on premise applications? Based on what
Packaging parameters build a pay-per-use pricing?
• Which to choose: “build your own” vs. “rent”? PaaS vs.
Middleware &
IaaS? Open source? IaaS provider or managed hosting
Infrastracture provider?
28

29. Brand: Separate Brand and Website
29

30. Pricing & Packaging
 Affordable & convenient:
– Monthly subscription fee, with minimal setup fee
– Pay-as-you-grow pricing tied to value to customers, not just cost for cVidya
 Flexible: 3 tiered packages of Silver, Gold and Platinum
FraudView® Cloud
Get a powerful yet affordable fraud management solution
Monitor your network & services, conduct effective investigations, reduce fraud loss
and improve your margins
Silver Gold Platinum
30

31. Middleware & Infrastructure
- Key Requirements
1 Fast time to market Leverage on premise code with minimal code change;
available on-demand
2 Focus on core competencies Building applications rather than middleware and
infrastructure
3 Robust yet cost effective Powerful, reliable and secure infrastructure yet with
affordable pay per use pricing model
4 Convenient Available and certified on cloud infra provider
5 Avoid lock-in Ability to move applications to different cloud infra providers
31

32. Middleware & Infrastructure (cont.)
SaaS
Software/ Application
PaaS Carrier grade middleware
Platform/ Middleware deployed over
State-of-the-Art Cloud
IaaS Infrastructure
Infrastructure
32

33. Middleware & Infrastructure (cont.)
 Fast time to market
 Focus on core competencies
Carrier Grade
Middleware  Robust yet cost effective
State-of-the-Art
 Convenient
Cloud Infrastructure  Avoid lock-in
33

34. Case Study
34

35. When Revenue Intelligence Meets the Cloud…
Ari Banerjee, “SaaS/Cloud Computing is one of the most important and
Senior Analyst, exciting technology and business model shifts in recent years.
Heavy Reading By combining the benefits of this model with cVidya’s market
leading revenue intelligence products, cVidyaCloud allows
smaller service providers to have convenient access to best-in-
class financial insight and analytics with predictable total cost
of ownership”.
35

36. Why cVidyaCloud
CHALLENGES  Combat fraud to improve margins and customer experience
 Solve our needs without CAPEX , resources or Fraud domain
expertise
“We love the value of a hosted
SOLUTION  FraudView Cloud: Cloud-based fraud management system which SaaS fraud management system.
required minimum resources from our organization, lower setup
cost, and did not require in-house fraud expertise For a fixed monthly fee, we have
someone else taking care of the
RESULTS  Quick deployment with minimum impact on the organization and fraud management system.”
with lower cost than would have been achieved through
traditional models.
 With FraudView Cloud we can monitor our networks 24X7 and
systematically detect and combat the most common fraud types
 We can now conduct effective investigations and have enjoyed a Larry Snipes
quick return on our investment (ROI). Senior Manager, Revenue
 In addition to the direct financial benefits, there is also the Assurance & Fraud
positive effect on customer experience which is, of course,
priceless!

37. THANK YOU!
www.cvidya.com