Cloud Catalog Management – Services Aggregation and Delivery Best Practices

Jamcracker, Inc. 4677 Old Ironsides Drive Santa Clara CA, USA 95054

Cloud Catalog Management Services Aggrega,on and Delivery

Best Prac,ces

Steve Crawford Vice President

Cloud Catalog Management

•  What is the context – operaAonal scenarios •  Why is it important – driving trends •  Who are the consumers – internal vs. external

•  How to approach – best pracAces

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About Jamcracker

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•  Founded in 1999 –  by Founder/CEO of Exodus CommunicaEons

•  CSB Enablement SoluEon: –  Proven Cloud AggregaEon/Delivery PlaLorm –  Pre-‐integrated Ecosystem of 3rd party Cloud Providers –  Established technologies & processes for cloud services

on-‐boarding –  Business Enablement Services – GTM consulEng,

support, managed services for hosEng (opEonal), operaEons, business development & ISV management

•  Privately held with ~350 employees –  Headquartered in Silicon Valley –  Development & OperaEons in India –  Global Sales & DistribuEon Offices

•  ‘Cool Vendor in Cloud Services Brokerages’ –  (Gartner, 2011)

Cloud Services Brokerages (CSB)

Cloud Services

Brokerages

IaaS

PaaS

SaaS CSB Operators

CSB Solu,on

Enterprises

SMBs

Cloud Providers Cloud Consumers

Channels

•  Service Providers •  IT Vendors & OEMs •  Distributors •  Enterprise IT

“By 2015, CSBs will represent the single-‐largest category of growth in cloud compuEng, … a composite market counted in the hundreds of billions of dollars” (Gartner)

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Types of CSB Operators

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Grow user LTP CompeJJve DifferenJaJon

New Revenue Growth SERVICE PROVIDERS

Leverage Cloud Model

Centralize Delivery

Drive IT Coherence ENTERPRISES

Internal CSBs – IT as cloud aggregator for employees: •  End-‐user AppStores enabling self-‐service fulfillment. •  Unified Security, Compliance and License management. •  Consistent support and usage experience for employees / consEtuents.

The CSB model provides an architectural, business and IT operaAons model for enabling, delivering and managing public, private and hybrid cloud services within a federated and consistent provisioning, billing, security, administraAon and support framework.

PaaS

Why Internal CSB? Clouds are CasJng a Shadow on IT

Public Clouds

IT Admin

Lines-‐of-‐Businesses

Departments & Teams

Individual Employees

Enterprise …as Clouds are adopted in an ad-‐hoc fashion.

IT organizaEons lose visibility and control…

SaaS

Firewall IaaS

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Fast-‐Forwarding

Source: Gartner 7

Internal CSB Business Case

•  By 2015, 35% of enterprise IT expenditures for most organizaEons will be managed outside the IT department's budget.

•  Changing role for IT is about delivering enterprise outcomes (as opposed to informaEon systems).

•  This will require IT organizaEons to be as adept at brokering soluEons with external cloud providers as they are with delivering IT services directly.

Source: Gartner 8

Types of CSB Operators

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Grow user LTP CompeJJve DifferenJaJon

New Revenue Growth SERVICE PROVIDERS

External CSBs – MoneEzing cloud services delivery: •  Drive new subscripEon revenues. •  Increase customer retenEon for core services via ‘sEckiness.’ •  Expand market share via compeEEve differenEaEon. •  Grow top-‐line revenues and bolom-‐line profitability.

Leverage Cloud Model

Centralize Delivery

Drive IT Coherence ENTERPRISES

Internal CSBs – IT as cloud aggregator for employees: •  End-‐user AppStores enabling self-‐service fulfillment. •  Unified Security, Compliance and License management. •  Consistent support and usage experience for employees / consEtuents.

45%

40%

10% 5%

Cloud DistribuJon Market Share (2020 Forecast)

CommunicaEon Services Providers IT Services Providers and System Integrators Cloud Service Providers

CSBs will Transform the IT Channel

Source: IDC 10

Catalog Management Criteria ConsideraJons CSB operaEons model •  ConsumpEon vs. DistribuEon model

•  Internal CSB, External CSB, or both!

PorLolio analysis •  Business needs assessment •  Current porLolio and gaps •  Sourcing/delivery strategy – public, private, hybrid

Catalog architecture •  Single or mulEple storefronts/catalogs •  Single vs. mulEple Eers

PorLolio strategy •  Catalog taxonomies •  Phased approach •  Vendor selecEon / BD and contract negoEaEon

Services on-‐boarding •  Service and offer definiEons, cost and pricing •  Provisioning / SSO adapter development and cerEficaEon •  Support escalaEon contacts and Ecket tracking processes •  Life-‐cycle management

Services administraEon •  Centralized vs. de-‐centralized •  User / reseller / admin enEtlement policies

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Catalog Architecture

Marketplace 1 (Master Reseller Catalog)

Master Marketplace Service Provider / Master Catalog

…

App Store 1

App Store 2

App Store n

….

Service Portal 1

Service Portal 2

Service Portal n

….

Jamcracker CSB PlaZorm

Marketplace n (Master Reseller Catalog)

App Store 1

App Store 2

App Store n

….

Service Portal 1

Service Portal 2

Service Portal n

….

PlaLorm Admin

End-‐Users

Admin Roles

Marketplace Owner/Admin

Webstore Admin

Enterprise Admin

Resellers

Master Reseller / Agent

Service Providers

Customers

Cloud Providers

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Catalog Management ConsJtuents

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Catalog

External Providers

Consumers

Internal Services Delivery

OperaJons & Support

CSB Building Blocks Catalog Management •  Current porLolio – gap analysis •  Sourcing – public, private, hybrid •  Catalog taxonomies •  ConsumpEon vs. distribuEon model •  Service definiEons, cost and pricing •  Single or mulEple storefronts/catalogs •  Centralized vs. de-‐centralized admin •  EnEtlement policies •  Single vs. mulEple Eers

OperaJons and Management •  Hosted vs. on-‐premise •  L1/L2 support and SLA monitoring •  3rd party cloud provider sellement •  SLA monitoring •  Usage audiEng / license management •  IntegraEon life-‐cycle management •  Billing or charge/show back

Workflow AutomaJon •  Order-‐to-‐sellement process •  Self-‐service storefronts •  MulE-‐Eer catalog •  User onboarding •  User to service provisioning and

administraEon •  EnEtlements management •  Security – IdM, SSO and auditability •  ReporEng dashboards

Services IntegraJon •  Cloud services providers (external) •  Core services (internally hosted) •  IntegraEon adapter build and cerEficaEon •  Service / offer life-‐cycle changes •  User repositories •  Billing system •  Helpdesk / EckeEng federaEon 14





















CSB Enablement SoluJon IT Services Security CommunicaEons CollaboraEon Mobility ApplicaEons

SaaS

Cloud Catalog -‐ IaaS & PaaS (examples)

Cloud Catalog – SaaS (examples) Cloud Services

PaaS

IaaS

Public & Private

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Cloud Brokerage PlaLorm

Cloud Brokerage PlaZorm

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Catalog Management

Self-‐Service Fulfillment

Service and User

Provisioning

AuthenEcaEon, AuthorizaEon & Access Control

User and Service

AdministraEon

ReporEng and AudiEng

Helpdesk TickeEng & Support

Billing, Metering & Chargeback

•  Standards-‐based architecture •  Extensible data model •  Configurable workflow engine •  Published APIs for Service and Enterprise IntegraEon •  Federated management •  N-‐Tier architecture

Services IntegraJon

PaaS

SaaS

IaaS

Cloud Services

Directory Servers (Customer Premise)

Ancillary Services

BSS / OSS

Federated Helpdesk

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CSB PlaZorm

AddiEonal AAA

ISV ReconciliaEon

Services Delivery Network

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Jamcracker Services Delivery Network

IT Services Security CommunicaEons CollaboraEon Mobility ApplicaEons

SaaS

Cloud Catalog -‐ IaaS & PaaS (examples)

Cloud Catalog – SaaS (examples) Cloud Services

PaaS

IaaS

Public & Private

External CSB Case Study

Ø  "T-‐Suite customers are 65 percent less likely to churn broadband services than broadband only customers."

Ø  "22 percent of T-‐Suite customers without a Telstra broadband service take up a Telstra broadband service within 12 months."

Ø  "Over half of T-‐Suite customers also bought mul,ple applica,ons.” -‐ Kate McKenzie, Chief Marke,ng Officer, Telstra

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Internal CSB Case Study

•  Benefits to KPN: –  Broadened and accelerated

their enterprise services strategy

–  “Best of breed” soluEon –  Customer ‘sEckiness’ and

profitability –  Brand extension and core

services differenEaEon •  Benefits to KPN’s Enterprise

customers –  Consolidated control over

internal cloud consumpEon –  Business opEmizaEon and

flexibility –  IT on-‐demand services model –  Extend governance /

compliance to the cloud

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Catalog Management Criteria ConsideraJons CSB operaEons model •  ConsumpEon vs. DistribuEon model

•  Internal CSB, External CSB, or both!

PorLolio analysis •  Business needs assessment •  Current porLolio and gaps •  Sourcing/delivery strategy – public, private, hybrid

Catalog architecture •  Single or mulEple storefronts/catalogs •  Single vs. mulEple Eers

PorLolio strategy •  Catalog taxonomies •  Phased approach •  Vendor selecEon / BD and contract negoEaEon

Services on-‐boarding •  Service and offer definiEons, cost and pricing •  Provisioning / SSO adapter development and cerEficaEon •  Support escalaEon contacts and Ecket tracking processes •  Life-‐cycle management

Services administraEon •  Centralized vs. de-‐centralized •  User / reseller / admin enEtlement policies

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Why Jamcracker for your CSB?

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•  Dedicated to services aggregaEon and delivery since 1999 –  Cloud Services Brokerage Enablement is our sole business focus

•  Experienced cloud services ecosystem enablement –  AbstracEng complex technology & business issues –  Complete “out of the box” soluEon including plaLorm, cloud integraEons

and managed services “wrap-‐around”

•  Proven plaLorm, technology and business enablement –  Delivering hundreds of services through dozens of Service Providers

•  Technology and applicaEon agnosEc –  No vendor lock-‐in –  Flexibility to adapt to emerging market needs

•  Complete CSB enablement soluEon = Quick Eme-‐to-‐market

Why Jamcracker?

-‐ Darryl Plummer, Chief Analyst,

Why Jamcracker for your CSB?

“Jamcracker has long been a player as an applicaAon service provider and SaaS enabler, but now provides a deeper, richer opportunity for cloud brokerage. It delivers a service network that enables providers, partners and enterprises to interact and deliver robust cloud services.”

“Enterprises, service providers and cloud providers can all find something of value in Jamcracker's offerings. Customers can simplify a complex situa,on with a single-‐service network approach from Jamcracker.”

Why Jamcracker?

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Jamcracker, Inc. 4677 Old Ironsides Drive Santa Clara CA, USA 95054

Steve Crawford Vice President

Thank You!

Contact: informa,[email protected]

Software

Cloud Catalog Management – Services Aggregation and Delivery Best Practices