OnApp is cloud deployment and management software that allows hosting providers to utilize commodity hardware to offer elastic cloud resources and services to end users on demand. It has over 50 employees, 60,000 VMs live on its platform across 120 client clouds that are added daily. The document discusses lessons learned from over 100 cloud deployments and the challenges hosting providers face in areas like storage, infrastructure, billing and support when moving to a cloud business model. It emphasizes the need for hosting providers to focus on low costs, quick deployment times, hardware density/profits and de-commoditizing their cloud offerings to remain competitive in an increasingly transparent market.