Are you an ISV selling on-premises software?  Do your customers ask for the power of your on-prem product but with the convenience of cloud delivery? What are the considerations and benefits from a licensing and pricing perspective? How can you minimize your technical, time and economic investments? Join AWS Customer and ISV Alfresco and AWS Premier Consulting Partner Cloudnexa while they have an open discussion around the process and benefits of delivering your ISV solution on the AWS Platform.  Hear about their experiences and join in a dialog discussing the process, benefits and challenges of these both emerging and traditional business models. Start-ups or established businesses looking to deliver a product on AWS infrastructure, or a fully managed cloud solution will benefit from the experiences the presenters will share in this session.

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Delivering your ISV Solution on AWS
Lisa M. Brown, Cloudnexa
Luis Sala, Alfresco Software - @LuisSala
July 10, 2014

2. About the Presenters & Panel
Luis Sala - @LuisSala
Director, Technology Alliances
Alfresco Software
Lisa M. Brown
VP – Marketing & Sales Operations
Cloudnexa

3. This presentation is for you if:
• You are an ISV with a “traditional” on-prem
product looking for cloud-based delivery options.
• You’re an enterprise software customer looking
at options for leveraging cloud-based software
delivery with minimal effort.

4. Agenda
The Problem for Enterprises & ISVs
ISV Case Study: Alfresco
Panel / Q&A

5. The Needs of Enterprises & ISVs

6. Enterprises Ask:
“How can we quickly capitalize
on running enterprise systems on
the cloud”

7. Enterprises want to:
• Reduce complexity of operating enterprise software
– Abundance of disparate systems: ERP, ECM, CRM, etc.
• Increase reliability & availability of enterprise
systems
– Different vendor products require different upkeep processes
• Control costs
– Underutilized resources lead to wasted expense

8. ISVs Ask:
How can an we deliver a better
product through the cloud?

9. ISVs want to:
• Extend product delivery options
– Reduce deployment friction
– Support additional platform stacks
• Meet customer demands & expectations
– “Instant gratification”, cloud-based delivery, transition to Op-Ex
• Enhance product capabilities
– Build a better, more “supportable” product
– Improved scalability, elasticity, reliability, etc.
– Provide features not available on-premises

10. One answer: Managed Cloud
• Enterprise applications deployed to AWS, managed
by Cloudnexa
• ISVs can offer a turn-key managed hosting service
for their products.
• Customers can offload the work and expense of
maintaining enterprise systems, saving time and
money.

11. ISV Case Study: Alfresco

12. About Alfresco
Alfresco is an ISV focused on
Enterprise Content Management
– Document Management
– Records Management & Compliance
– Digital Asset Management
– Workflow & Business Process Management
– Project Collaboration

13. Basic Product Details
Java-based server-side product
– Commonly deployed on-premises (including “traditional”
datacenters & hosting providers).
– Highly customizable via Java, HTML5 & RESTful APIs
Licensing:
– Yearly subscription (not perpetual licensing)
– Pricing based on # of cores and # of users

14. Here’s the rub…
Customers benefit from the customizability of an
on-prem product…
…but they also want the convenience and power
of cloud-based delivery.

15. So, where do we go?
1. Do nothing…
2. Build a cloud-based platform…
– We’re sort-of doing this but this is a major investment which will
take time and resources to implement completely.
3. Add “Managed Hosting” to our portfolio
– We’re investing in SaaS, becoming a managed services
provider (MSP) would distract from our objectives.

16. Managed Hosting
Success is dependent on:
1. Optimizing product for cloud
2. Finding a managed services provider
3. Successful go-to-market

17. Step 1.
Optimize your product for cloud

18. What does cloud optimization entail?
• Integration & support of infrastructure-specific
services:
– Eg. Amazon S3, Amazon Elastic Transcoder, Amazon RDS
• Best practices for deployment to AWS:
– EC2 benchmarking, security groups, configuration, scaling,
monitoring, change management, disaster recovery
• Automation:
– Deployment, DR, monitoring, etc. through CloudFormation,
Chef/Puppet, etc.

19. Alfresco on AWS
• Architecture lends itself to AWS
• AWS Support:
– Amazon EC2 (of course)
– Amazon S3
– Amazon RDS
– Others: Amazon ElastiCache, Amazon Elastic Transcoder
– Reference Architecture: aws.amazon.com/whitepapers
• Tested & Verified by Customers:
– Commercial & Public Sector

20. Step 2.
Find a Managed Services
Partner

21. Partner with Cloudnexa
• Offer Alfresco as a turn-key managed service.
– Rapidly deployed to AWS
– Managed by Cloudnexa:
• Price:
– Annual: Alfresco Subscription
– Monthly: AWS + Cloudnexa %
• Fully Supported:
– Tier 1 support by Cloudnexa, escalation to Alfresco & AWS as needed
– Run books, SLA, etc.

22. Why Cloudnexa?
Focus:
– Managed Services is all they do!
– 24/7/365 Operations & Solid SLA
– Strong AWS relationship
– Experience partnering with ISVs
– Does not conflict with System Integrators
Intellectual Property:
– vNOC: Virtual Network Operations Center
– Automation: Deploy in minutes
– SLA monitoring & enforcement
– Cost analysis & optimization
Business Model:
– Predictable Pricing based on percentage % of monthly AWS spend
– No lock-in, customers may leave if they wish

23. Step 3.
Go-to-market

24. Go-to-Market Process
1. Finalize pricing & licensing
2. Package the offering
3. Rollout to sales, SI’s & customers
4. Establish feedback loop:
– Continuous monitoring and improvements
– Issue and fixes for one customer rolled out to all customers

25. Alfresco’s Pricing & Licensing Decisions
No Custom Cloud Pricing (yet)
– Support concerns and revenue recognition issues over utility & monthly billing.
– Instead, we’ve mapped core-based pricing to
BYOL: Bring Your Own License
– Easiest to implement, pricing stays as is.
– Pre-configured “packages” with pre-calculated cost estimates.
– For Alfresco, it’s a yearly subscription.
• Compared to SaaS:
– Salesforce, Box, Office 365, etc. all transition to yearly subscriptions for large customers.

26. It’s all about customer
experience…

27. The MSP as a “Concierge”
Customers will always have
questions:
– Costs
– SLA
– Security
– Compliance
The MSP is in a great position to
address customer questions by
virtue of:
– Overall expertise
– Relationship with AWS and ISV
Source: “Grand Budapest Hotel” – © Fox Searchlight Pictures

28. Results
Technical
– Agility: Deploy a multi-AZ clustered configuration in ~20 minutes
– Reliability: Backup, restore and/or clone environments at the push
of a button
– Improvements: Scale, performance, reliability & security
Business
– Soft-launch: 2 joint customers
• High-touch to gather metrics & ensure success
– Current Rollout:
• US: Sales, SI’s & AWS Sales
• Global Rollout Imminent

29. Panel

30. Panel Topics
• Licensing Considerations for ISVs & Enterprises
• Pricing Considerations
• Meeting Security & Compliance Requirements
• Lessons Learned
• Your Questions

31. Panelists
Luis Sala - @LuisSala
Director, Technology Alliances
Alfresco Software
Joel Davne
Chief Executive Officer
Cloudnexa
MODERATOR:
Lisa M. Brown
VP – Marketing & Sales Operations
Cloudnexa
Brian Matsubara
Sr. Manager – ISV Programs
Amazon Web Services
MJ DiBerardino
Chief Technology Officer
Cloudnexa
Michael Fuller
Head Infrastructure Alliances
Amazon Web Services

32. Learn More
Cloudnexa Solutions for ISVs
– info@cloudnexa.com
– lbrown@cloudnexa.com

33. Thank You