The document discusses Michael Toutonghi's background in startups and Microsoft where he worked on various systems and platforms. It then outlines his role as CTO of Parallels where he oversees their desktop virtualization, service provider, and cloud businesses. The document promotes the Application Packaging Standard (APS) which aims to enable applications to be deployed across multiple service providers through a common specification. It provides details on APS versions and capabilities like discovery, integration, and single sign-on.

1. Building and Packaging Highly Scalable Services
Michael Toutonghi, Parallels CTO

2. Who Am I?
• 10 years of startups
- Started my first company (CAD workstations) in 1982
- Multiple systems oriented startups (schedulers, device drivers, runtimes)
• 10 years at Microsoft (developer – VP/DE)
- Led Windows 95 kernel development
- Started and led Microsoft’s Java runtime
- Microsoft’s .Net platform co-founder
- Founded Microsoft eHome to launch Windows Media Center Edition
• After that, I really started learning about high-scale…
Profit from the Cloud™ | 2

3. 2004 – 2007, CEO, WebFives social network
• Many services working together
- Account, relationship management
- Secure sharing service, friends, groups
- Mobile client, AJAX, PC
- Custom P2P network for optimizing unreliable
infrastructure
- Ingestion servers
- Audio, video, image transcode pipeline
- Logging pipeline
- Data processing platform
• Scale
- Data processing pipelines
- Scale out of tiers and subsystems
- P2P firewall bridging
- Media transcoding
- Advertising
• Customer acquisition
WebFives Social Network
Profit from the Cloud™ | 3

4. 2007 – 2011, Technical Fellow, Microsoft
• Microsoft Advertising
- 10s of billions of ads served daily
- Terabytes of daily logs, petabytes of data
- < 40ms + latency SLAs
- User correlation across 100’s of millions daily unique visitors
- Web activity analysis
- Bayesian networks
- Real-time data pipelines
- Real-time, geo-scale marketplace optimization based
• Microsoft Midori
Profit from the Cloud™ | 4

5. 2011 – present, CTO, Parallels
• Desktop Virtualization Business
- Parallels Desktop for Mac – Virtualization for Macs
- Parallels Workstation – Virtualization for PCs
- Parallels Mobile – Access your Mac or PC from anywhere
• Service Provider Business
- Parallels Plesk Panel
- Parallels Business Automation Standard
- Parallels Automation
- Parallels Virtuozzo Containers
- Parallels Cloud Server – Distributed Storage, Virtualization
Profit from the Cloud™ | 5

6. How do you acquire customers?
XaaS Virtuous Circle
PC Software Virtuous Circle
• Direct (Yandex, Google, Facebook, Vkontakte)
• Through distributors with scale (OEMs, Telcos, etc.)
• Integrate with standards of an ecosystem
?
Profit from the Cloud™ | 6

7. How do you acquire customers?
• Direct (Yandex, Google, Facebook, Vkontakte, Salesforce)
- User focused
- Sticky, low churn services
- Traditional and viral marketing
- Direct sales
• Through distributors with scale (OEMs, Telcos, etc.)
- Close smaller number of large deals
- App stores and marketplaces
- Volume provides ROI on custom development and integration
• Integrate with standards of an ecosystem
- Facebook API, identity – reach consumers
- Real-time bidding APIs – reach advertisers / publishers / agencies
- Application Packaging Standard (APS) – multi-SP enablement
Profit from the Cloud™ | 7

8. The APS Enabled Ecosystem
VAR
Value Add Services
applications
Wholesale
SI
Vertical
Hoster
Small
Hoster
Direct

9. Application Packaging Standard – History
SP-Hosted Services
SP-Hosted Services SP-Hosted / SaaS Service Integration
APS Service Bus
Profit from the Cloud™ | 9

10. APS Version 2 –
• APS specification defines
- Package formats (XML meta description, JSON schema, HTML 5)
- Core API for resource integration within common user context
- Extensible REST interface description w/inheritance
- HTML 5/Javascript UI extensibility
- Common PHP runtime support for any infrastructure
• APS controller provides
- Implementation of specified formats and REST enabled access to
packaged resources
- Proxy for APS REST endpoints, providing security, common
resource and endpoint namespace
• APS runtime provides
- Infrastructure independent deployment of PHP APS resources into
compatible shared hosting environment
- PHP library for easy implementation of and access to APS resources
Support for Linux, Windows native, and Windows.Net environments
Profit from the Cloud™ | 10

11. Common Provisioning and Integration Interfaces
• APS Controller API
Service Integration
- Service discovery
- Cross-service
communication and
dependencies
APS Service Bus
- Notifications
• UI extensibility for
ordering,
provisioning, and Pstore.myco.com
configuring Pwww.myco.com
• Integration, cross-
sell, and up-sell
enablement
• Multi-protocol SSO
- OpenID Connect
- SAML, …
Profit from the Cloud™ | 11

12. Inheritance, Dependencies, and Discovery
• Extensible REST APIs APS
Resource
- Interface Inheritance
- Dependencies
Mailbox
- User-aware resource discovery
- Notifications
- Single sign-on Zimbra Exchange
• Benefits User Subscription
- Many SPs, one integration
Traffic E-Commerce
- Common service types with
Shaper
different implementations
• VEs, C&C, Web, etc. Virtual Web Content
Environment Management
- Services can auto-integrate for a
better user experience Exchange
Anti-
spam/virus
Profit from the Cloud™ | 12

13. Custom UI integration into provisioning workflow
Profit from the Cloud™ | 13

14. Single Sign On (SSO) – UI Authentication
• Pluggable protocols with support for SAML, AD, and OpenID
Connect
• Easy UI integration eliminates client access to credentials
http://my.wordpress.provider.com/ login.provider.com
Login
OpenID
IFrame OAuth
Welcome to The Blog! SAML
Etc.
01-01-12
This is first record in my Blog which I’m
going to ….
02-01-12
This is my second record in my Blog, which I
wrote on the second day…
APS Controller
HTTP REST
Endpoint
/resources/
poa-mn.provider.com
APS Application APS Application
HTTP REST HTTP REST
Endpoint Endpoint
/wordpress/ /provider/
lin-sh-12.provider.com lin-sh-12.provider.com
Profit from the Cloud™ | 14

15. Meta-Cloud Example – Pluggable IaaS via APS
APS SC Platform
Meta APS Packet APS Packet APS Packet APS Packet Integration
Cloud (VPS-NG) (vCloud) (SystemCenter) (…) Modules
vCloud System Management
IM … Modules
Director Center
PCS
PCS ESX
ESX Hyper-V
Hyper-V …
…. Service
PCS ESX Hyper-V …. Nodes
--- Implemented in the scope of APS 2.0
--- Will be possible to implement by partners when APS
2.0 is available

16. Key Points
• In addition to solving technical challenges, develop
a great customer acquisition plan
- Who is your customer?
- How will they find, use, purchase your service?
- How can you leverage appropriate channels of distribution?
- How will your service work with others?
• If you target business, expand your reach by APS
packaging your SaaS services and applications
• Let us know if you’ve got ideas for further enabling
the SaaS transition – we may want to hire you!
Profit from the Cloud™ | 16

17. Thank you – APS & Parallels Websites
APSStandard.org Website
• APS Documentation & Development Tools
• APS Questionnaire (http://survey.apsstandard.org/index.php?sid=2)
• APS Support Queue
• APS Certification
• APS Application Catalog
Parallels Automation Test Bed (via www.APSStandard.org)
Parallels.com
• Parallels Automation
- www.parallels.com/products/automation
• Parallels Plesk Panel Information & Product Downloads
- www.parallels.com/products/plesk
• Parallels Partner Network
- www.parallels.com/partnernet/product-documentation/ (registration required)
• Parallels Technical Network (PTN)
- www.parallels.com/ptn (registration required)
Profit from the Cloud™ | 17