Christoph Streit, ScaleUp http://www.scaleup.it --- Please contact us for a downloadable copy of the slides at CloudOps.Summit@googlemail.com . Follow us on Twitter @CloudOps_Summit and Facebook http://www.facebook.com/CloudOps

1. CloudOps Summit 2011!

2. Company Overview
History  Cloud Provider Today  Offer the ScaleUp
ScaleUp is a spin-out of 12-year Cloud Management Platform !
old German MSP internet4YOU!
--------------------!
ScaleUp has transformed into a
In 2009, ScaleUp launched the
first public cloud in Germany
cloud business software
(3Tera AppLogic as cloud OS)! company!
! --------------------!
Pain Point  Needed a Cloud Our focus is the cloud
Business Platform with a self-
service solution to user point of purchase —
management, provisioning, the magical spot where
automation and everything else
needed to offer a public or the provider and
private cloud service" consumer meet"
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3. Leadership Team
Kevin Dykes! Christoph Streit! David Anderson! Scott Sanchez !
CEO & Co- CTO & Co- Chief Architect! VP Cloud
Founder! Founder! Business
Solutions!
- Serial technology - Co-Founder & former - 10 technology & - Cloud thought leader,
entrepreneur
CTO of 12-yr old MSP software patents
speaker
- Co-founder at 4 internet4YOU
- 20 yrs. Exp. leading - 20 yrs. security exp.
previous B2B tech - Deep expertise in University & Industrial - Former Director of
startups
systems & cloud Research Labs
Security Portfolio at
- 16 yr. exp. as web architecture
- Last 6 yrs. lead Unisys
technology strategist
- Deep expertise w/ architect for software - Certified Information
- Deep interest in CA 3Tera AppLogic
projects across EU
Systems Security
technology business Professional
model innovation
3!

4. Cloud Computing
Value Visibility to End-Users
Business
Users
Developers
IT-
Admins
4!

5. Cloud Adoption Problem
Consumer:" Provider:"
• Is not a cloud expert • Needs to support a wide range
of use cases and user types
• In general, does not know (or
care) about how or why • Has great technology inside
things work the datacenter, that is their
primary focus
• Does not have the desire or
time to learn a complex • Wants to offer complex
system/process technology in a simple, self-
service manner!
• Wants a single, integrated
platform for their IT resources • Wants to get started quickly,
and activities! without huge investments!
5!

6. User Experience Expands The Market
Using most cloud technology The ScaleUp Cloud Management
requires complex API calls and deep Platform only requires users to click
cloud knowledge…
order now …
<binding type="tns:AmazonEC2PortType" name="AmazonEC2Binding">
<soap:binding transport="http://schemas.xmlsoap.org/soap/http" style="document"/>
<operation name="ActivateLicense">
<soap:operation soapAction="ActivateLicense"/>
<input>
<soap:body use="literal"/>
</input>
<output>
<soap:body use="literal"/>
</output>
</operation>
<operation name="AllocateAddress">
<soap:operation soapAction="AllocateAddress"/>
<input>
<soap:body use="literal"/>
or…
</input>
<output>
<soap:body use="literal"/>
</output>
</operation>
<operation name="AssociateAddress">
How many of your
<soap:operation soapAction="AssociateAddress"/>
<input>
<soap:body use="literal"/>
users or customers
</input>
<output>
<soap:body use="literal"/>
can write XML?
</output>
</operation>
6!

7. Products focused on rapid deployment
Cloud Management Platform:" Cloud App Store:"
• Self service solution for • “The cloud without a cloud” – all
everyone, not just IT the benefits, none of the cost!
administrators
• A simple self-service “one click”
• Automated provisioning of single solution for deploying business
virtual machines, multi-tiered applications – targeted at
auto-scaling infrastructures and average business IT users, not
packaged business applications IT administrators!
• Metering, user management and • Deploy applications in minutes,
everything necessary to offer a not weeks – the complexity,
public, private or hybrid cloud to business rules and workflow are
your users/customers ! automated and hidden from your
users!
7!

8. ScaleUp Platform Today
User & Rights Management
Support
Self Service
Point
Metering
of
Ordering
Purchase
Billing
Provisioning
Multi-Tenant
Capacity Mgmt
Today
8!

9. The Technology Stack
ScaleUp Cloud Management Platform
Provider or Enterprise Infrastructure
9!

10. Usage Example: AppLogic
10!

11. The ScaleUp Platform
11!

12. Sales and Usage Models
12!

13. Questions?
christoph@scaleup.it
Twitter: @christophstreit
13!