1 © 2014 IBM Corporation

softlayer.com bluemix.net ibm.com/marketplace

IaaS PaaS SaaS

Simon Baker Business Development Manager

IBM Ecosystem DevelopmentSimon@uk.ibm.com

@SimonARBakerslideshare.net/SimonARBaker

2 © 2014 IBM Corporation

Strategic Investment in IBM Cloud

Acquisition of SoftLayer by IBM - $2 Billion July 2013

New Cloud Data Centres - $1.2 Billion Jan 2014

- additional 12 SoftLayer Data Centres

- London, Hong Kong, Toronto, Melbourne now open

Developments for Platform as a Service - $1 Billion

- Blue Mix, build your composable business

IBM Cloud Marketplace

- Open for IBM and Partner Services

IBM ‘as a Service offerings’

SaaS - 100 plus SW announcements

Watson Cognitive Solutions - $1 Billion Investment

Acquisitions to support cloud strategy

- Aspera – High speed file transfer, Cloudant – DBaaS

Sale of x86 business to Lenovo

- will largely complete in 2014

3 © 2014 IBM Corporation

softlayer.com

4 © 2014 IBM Corporation

IBM Softlayer stands apart in the market today by challenging common assumptions and providing the customer options.

5 © 2014 IBM Corporation

Softlayer offers a Global Cloud Platform of infrastructure choices for greater business agility

Reserved

Infrastructure choices

Mix and match bare metal, virtual server instances and turnkey private clouds

Triple Network Architecture

Public, Private and management networks.

Infrastructure Management System

Common management interface and API across unified architecture

• Only infrastructure solution with a common management interface and API across a unified architecture 

• Build and customize the environment based on what you want to achieve• Fine-tune to meet changing business needs or respond to competitive

pressures• Any combination of compute, storage and network availability anytime.

6 © 2014 IBM Corporation

Broad portfolio of infrastructure choices for greater business agility

Reserved

Bare metal with your own stack

For high input and output (I/O)-intensive apps, databases, big data

Shared virtual environment

For unpredictable, seasonal or research and development workloads

Dedicated virtualized environmentDesigned to be ideal for enterprises

• Mix and match bare metal servers, virtual server instances and turnkey private clouds, and manage them from a single control pane or API

• All deployed on-demand and provisioned automatically in real-time• Secure with fine-grained access.• Hourly or monthly. Physical or virtual. Dedicated or shared.• Additional services for compute, storage, network, security, platform

management and big data are available

7 © 2014 IBM Corporation

Softlayer triple-network architecture is fundamental to infrastructure performance

Load balancer

Firewall

Firewall

Network security

IMSVPN edge router

VPN IMSServices

Storage Infrastructure

iSCSI

Public network Management network Private network

MPLS

Linux

SoftLayer integrates three distinct and redundant gigabit network architectures:• Public network: metered access to public network• Private network: unmetered access between server and data• Management network: out-of-band management via VPN connection• Each system has separate interfaces to each network with 100% SLA

8 © 2014 IBM Corporation* Year end 2014* Year end 2014

SoftLayer Global Footprint

Every upstream network port is multiple 10G and every rack is terminated with 40G of connectivity.

This includes two 10G connections to the public Internet and two 10G connections to our private network.

Source: http://www.softlayer.com/our-platformSource: http://www.softlayer.com/our-platform

$1.2B investment in extending global footprint to 25 Data Centres and 30 Network PoPs

9 © 2014 IBM Corporation

Granular API offers more control, increased productivity and security

IT management tools Hardware

Custom applications Software

SoftLayer portal Services

Softlayer Data Center

API

Developers and administrators can:• Directly access more than 240 back-end services through more than

3,400 API methods• Control APIs at the function level, not just by pre-defined classes of APIs,

for greater security• Build auto-scaling environments for on-demand growth

10 © 2014 IBM Corporation

Softlayer is designed to offer complete

transparency from network topology down to the hardware

The resulting

visibility means you can have more

control over your application and its performance – as a well as security and compliance management

•With other cloud providers, you man only know: Zone Maybe the data center

11 © 2014 IBM Corporation

bluemix.net

12 © 2014 IBM Corporation

The app revolution

Apps are everywhereThe quantity and usefulness of web and mobile apps has led to an “app revolution” among consumers and businesses alike.

Experience mattersCustomers now expect experiences to be integrated across web, mobile, in-store, and phone.

Cloud makes it possibleDeploying and hosting apps is faster, easier, and more cost effective than ever. The resources and possibilities are limitless.

Fundamentally changing the way we interact with technology.

13 © 2014 IBM Corporation

Failing Fast

Seconds to Deploy Friction

Free

Any Language

Continuous Integration

Mobile Ready

Focus on Code

Choice of Tools

Useful APIs

Applications in the cloud: Developers’ expectations have evolved.

14 © 2014 IBM Corporation

Core IT

Today’s apps must keep up with the speed of the app revolution.

BenefitsFully customizableFew limitationsNecessary for some solutionsExisting Investments

Time CommitmentWeeks to setup and deployMaintenance/upgrades of hardware and softwareThus, not experimental

~ Weeks ~ Days

Code

Data

Runtime

Middleware

OS

Virtualization

Servers

Storage

Networking

~ Minutes

Time to initial deployment

Customer Managed

15 © 2014 IBM Corporation

BenefitsMost control in the cloudNecessary for some solutionsInfrastructure managed by SP

Infrastructure as a ServiceCustomer Managed

Service Provider Managed

~ Days

Time CommitmentDays to setup and deployMaintenance/upgrades of VM, OS, middleware, runtime

IBM SoftLayer

~ Minutes

Code

Data

Runtime

Middleware

OS

Virtualization

Servers

Storage

Networking

~ Weeks

Core IT

Today’s apps must keep up with the speed of the app revolution.

Time to initial deployment

16 © 2014 IBM Corporation~ Minutes

Platform as a ServiceCustomer Managed

Service Provider Managed

IaaS

BenefitsSetup environments and deploy apps very quicklyInfrastructure and platform managed by SP

Time CommitmentMinutes to setup and deployFocus on your apps and their data

~ Weeks

IBM Bluemix

~ Days

Time to initial deployment

Code

Data

Runtime

Middleware

OS

Virtualization

Servers

Storage

Networking

Core IT

Today’s apps must keep up with the speed of the app revolution.

17 © 2014 IBM Corporation

What is Bluemix?

Bluemix is an open-standard, cloud-based platform for building, managing, and running applications of all types (web, mobile, big data, new smart devices, and so on).

Instant EnvironmentsThe developer can choose any language runtime or bring your own. Zero to production in one command.

DevOpsDevelopment, monitoring, deployment, and logging tools allow the developer to run the entire application.

APIs and ServicesA catalog of IBM, third party, and open source API services allow the developer to stitch an application together in minutes.

On-Prem IntegrationBuild hybrid environments. Connect to on-premise assets plus other public and private clouds.

Flexible Pricing Sign up in minutes. Pay as you go and subscription models offer choice and flexibility.

Layered SecurityIBM secures the platform and infrastructure and provides you with the tools to secure your apps.

18 © 2014 IBM Corporation

Bluemix embraces Cloud Foundry as an open source Platform as a Service and extends it with IBM, third party, and community built services.

19 © 2014 IBM Corporation

• Create apps quickly with prebuilt services

Speed

Industry Leading IBM Capabilities• Services leveraging the depth

of IBM software

• Full range of capabilities

Completeness• Open source platform and services

• Third party to enable key use cases

Security Services

Web and application services

CloudIntegration Services

Mobile Services

Database services

Big Data services

Internet of Things

Services

Watson Services

DevOps Services

A full range of capabilities to suit any great idea.

• Runtimes, services, and tooling up to you

Choice

20 © 2014 IBM Corporation

Securely integrate to and leverage data from your existing on premise systems and applications.

API from On-Premise

Data Orchestration(Future)

Embedded Private API Catalog(Future)

Secure Connector

Cast Iron Integration

This API provides access to on-premise data, specifically a lookup of the address where a customer purchase was made.

21 © 2014 IBM Corporation

Monitor your apps in real time with integrated diagnostics for detailed application behavior.

22 © 2014 IBM Corporation

Security without the headache:You focus on your apps and their data. IBM manages the rest.

• Leveraging SoftLayer and IBM hosting experience

Exploiting IBM portfolio of capabilities

• Adheres to rigorous IBM security standards:

Tools to secure your apps• SSO for multiple applications

and social logins

• Appscan for web and mobile to detect vulnerabilities

Defense in depth Intrusion protection/penetration testingData isolation in virtualized components

Automated patch management

CodeCode

DataData

RuntimeRuntime

MiddlewareMiddleware

OSOS

VirtualizationVirtualization

ServersServers

StorageStorage

NetworkingNetworking

Developer’s Focus

IBM’s Focus

23 © 2014 IBM Corporation

Sign up in minutes. Pay for what you use. Cloud based pricing models to serve developer needs.

• 30 day trial - designed to allow testing of an entire application on the platform

Friction free adoption

• Free tier for every service - encourages experimentation of new services for applications already running on Bluemix

• Pay as you go - optimized for flexibility, no term commitment

Multiple Commitment Models

• Subscription - term based optimized for cost, discounted from pay as you go rates

• Zero to coding in less than 5 minutesSelf Service

• Credit card over the web in many countries – or through your IBM rep

24 © 2014 IBM Corporation

Core use cases: What 30,000 beta applications have told us.

Web Applications Mobile Back Ends

APIs and On-Prem Integration Analytics and Reporting

• Enabling online experiences in the physical store for retail

• Leverages Bluemix for data collection APIs and dashboards

• Reduction of infrastructure setup from days to minutes by moving off of a pure IaaS

• Integrated into iOS and Android native applications using Bluemix SDK

• Cloud Code for offloading business logic from the mobile client

• Back end services replacing custom code hosted on IaaS (e.g. Push Notification)

• Providing APIs that are integrated into the Bluemix experience

• Leveraging existing on premise databases and technologies

• Building mobile applications that connect to on-prem data via Bluemix

• Embed IBM Cognos business intelligence content into apps

• Use IBM Analytics Warehouse to store and analyze business data

• Gain immediate visibility and control over app performance and availability

25 © 2014 IBM Corporation

ibm.com/marketplace

26 © 2014 IBM Corporation

Comprehensive catalog including both IBM and 3rd party offerings and supported by multi-billion dollar investments:- Biz (line of business) features IBM’s world class SaaS portfolio of 120+ applications- Dev (developer) supports traditional application styles (patterns) and new application

styles (composable services/Bluemix)- Ops (IT operations) features SoftLayer’s high performance infrastructure services

Purpose built Solutions (e.g., Mobile, DevOps) help you navigate the catalog

Enables IBM customers to discover and experiment with a broad portfolio of offerings in a consistent way

IBM Cloud marketplace features IBM and Business Partner cloud services

27 © 2014 IBM Corporation

Customers discover Business Partner services:- by Biz/Dev/Ops role,- by Solution,- in a dedicated area

Business Partner services are:- appropriate for the enterprise cloud buyer- run on or be deployable to SoftLayer, or integrate with an IBM premium platform service, or

integrate with or extend our SaaS offerings- support key Solutions (mobile, devops, analytics, etc.)

Offerings can qualify to integrate with IBM premium platform services, including:- Bluemix (Cloud Foundry)- PureApplication Service (Patterns)- High performance analytics

Business Partner services are a key part of the marketplace experience

To join, click on Sign up, or email IBM at joinnow@us.ibm.com

28 © 2014 IBM Corporation

Data Stores Development Tools Security Operations Support

Messaging Mobile Analytics

Cloud innovators are joining the IBM Cloud marketplace

CloudAMQP

Active or being onboarded. More joining every day…

Business Support

Data Stores Development Tools Security Operations Support

Business Support

Data Stores Development Tools Security Operations Support

Analytics Business Support

Data Stores Development Tools Security Operations Support

Mobile Analytics Business Support

Data Stores Development Tools Security Operations Support

Messaging Mobile Analytics Business Support

Data Stores Development Tools Security Operations Support

29 © 2014 IBM Corporation

How will IBM help Business Partners attract, convert, and retain customers?PR & digital demand genIBM drives traffic to the marketplace through PR, ad buys, paid search, paid social media placements, contextual targeting (e.g., site referrals)

MerchandisingIBM offers a number of on-site merchandising opportunities including: premium home page placement of selected services, cross-selling with IBM services, inclusion in solutions for select services, and rotational, themed, and performance-based placements

IBM product linesIBM product owners behind over 200 marketplace properties such as Bluemix drive marketplace traffic

BadgingIBM will provide you assets to associate your offering with us in your own promotional campaigns

Dashboard & MyServicesDashboard helps you see customer usage patterns and trends. MyServices brings customers back to the marketplace to manage their services, creating further opportunities to cross-sell / upsell

Sales force enablementSelect strategic services with strong marketplace performance may be eligible for enablement to the IBM sales forceIBM may promote certain marketplaces services, include IBM’s own services, which

complement or compete with other marketplace services.IBM may promote certain marketplaces services, include IBM’s own services, which complement or compete with other marketplace services.

30 © 2014 IBM Corporation

Business Partners are qualified to participate in IBM Cloud marketplace

Services:- run on or be deployable to SoftLayer, or integrate with an IBM premium platform service,*

or integrate with or extend our SaaS offerings*- are enterprise class, in production and supporting paying customers- are single or multi-tenant, as-a-service cloud applications; or virtual machine images; or

add-on, plug-in or extension to a virtual machine environment; or virtual configured IT environment that includes application code and is deployed on the cloud (e.g. Patterns, or private cloud deployment)

- align to IBM strategic imperatives

And are offered by Business Partners who:- are based in any country (non-US business partner services must run in data centers

outside of the US)- must offer at least one priced edition, with a 30 day trial period.** - integrate into the IBM Cloud marketplace APIs for provisioning within 90 days of signing

the agreement- meet IBM procurement requirements of basic business viability- agree to the terms in the Marketplace Business Partner Agreement

*Will require additional IBM review, as services for IBM premium platform services must meet specific criteria which could include additional technical integration and/or certification. See IBM premium platform services in later slide.*Will require additional IBM review, as services for IBM premium platform services must meet specific criteria which could include additional technical integration and/or certification. See IBM premium platform services in later slide.

**Offerings in IBM Bluemix must additionally have perpetual service defined free tier **Offerings in IBM Bluemix must additionally have perpetual service defined free tier

31 © 2014 IBM Corporation

IBM Cloud marketplace offers premium platform services Participate in Which is… The benefits are …

IBM Bluemixwww.bluemix.net

IBM’s Cloud Foundry-based PaaS for rapid application development and deployment

Additional opportunity to market your service in a purpose-built environment

Special experience designed for composable service development

Integrated behind the scenes with marketplace – one place to manage your service listing

PureApplication Service on SoftLayer, PatternsIn beta until Q4 2014

IBM’s ability to manage write-once, run anywhere patterns that are the pre-defined architecture of an application in a deployable form. Deployed on-premise, on SoftLayer, and in hybrid cloud environments, with multiple pattern platforms for public and private clouds: PureApplication Service on SoftLayer, Rapid Deployment Service for SoftLayer, IBM Cloud Orchestrator on SoftLayer, Private Modular Cloud (PMC)

Supports interoperability between IBM public cloud and private cloud

Embeds manageability of services and applications

Deploy your pattern from marketplace

These heterogeneous environments are supported by a rich variety of IBM and partner patterns in the IBM Cloud marketplace catalog.

High performance analytics capabilities Now providing customer POCs, GA in 4Q

IBM’s optimization for Hadoop and real time analytics workloads running on SoftLayer'Analytics Optimized' clustersChoice of leading enterprise analytics and Big Data platform tools

Performance optimization means faster analytics at less cost to you

You or your customers can manage deployment directly from marketplace

Business partners must meet specific criteria for premium promotion options in addition to the standard IBM Cloud marketplace criteria  Business partners must meet specific criteria for premium promotion options in addition to the standard IBM Cloud marketplace criteria 

32 © 2014 IBM Corporation

Bluemix Third Party Service Evaluation Criteria

1.Technology and user experience

• Service is cloud enabled and fits the service model: The offering needs to be a cloud offering, and run on cloud (versus a downloadable). As a service provider, you must respond to provisioning endpoint requests, create an instance of your service and dynamically provide credentials back to the provisioning request. It is up to the service provider to manage all instances of the service post-creation. Recommend <10sec provisioning time

• Expose APIs: As a composable service, it needs to provide public APIs, so the APIs can be invoked within the application

• Provide seamless user experience: Allow end user to navigate the service easily, also with seamless flow between the service and other parts of the application

• Handle scaling: The service either handles the traffic or volume changes seamlessly at the backend, or the service provides appropriate warnings and actions to users

• Website includes English version

2. Business model

• Perpetual free tier is required until Bluemix supports commerce for 3rd party partner offerings (target Q4)

33 © 2014 IBM Corporation

How will IBM and Business Partners handle commerce? Commercial model will follow established marketplace models.- IBM will invoice the customer and collect payment.- Different options for metering and billing, including support for complex metering by

taking metering information from the Business Partner as part of the regular billing cycle.

- IBM retains a royalty.- Business Partners will be responsible for their costs of delivery, including

infrastructure.

Business Partners continue to establish and maintain direct relationships with customers.

Business Partners must ensure their services meet production SLAs with production level support.

First commercial capability launched in Q3 2014, supporting US transactions with credit cards. Additional functionality will be provided in successive upgrades, including support for non-US transactions.

Will support US federal government requirements for usage by federal users in 2015

34 © 2014 IBM Corporation

Each marketplace service can have one or more Editions (i.e., pricing plans)

Each Edition can have one of the following Revenue Models- Free- One time- Recurring- Tiered

All business partners must offer at least one priced edition, with a 30 day trial period.

One time services are charged upon checkout. Any download service (e.g., pattern, image) must be set up as a One time service.

Recurring services can be charged per day or per month. Partial day or partial month usage counts as a full day or month, respectively.

Tiered services can combine multiple one time and recurring charges.

Metered services (e.g., “$/user”) provide the most flexibility. Your service provides the usage data, and IBM Cloud marketplace performs the calculations and billing. Most common units of measurement are supported.

All priced plans can have a setup fee.

Editions and Pricing

35 © 2014 IBM Corporation

How do Business Partners participate in IBM Cloud marketplace?

4. Create your initial listing (2-3 days)After joining the IBM Cloud marketplace, you create your listing as a referral using the self-service portal to provide basic information such as your service name and description.

5. Integrate your service to marketplace (3 weeks)Within 90 days of signing the IBM Cloud Marketplace Business Partner agreement, you must integrate your service to the IBM Cloud marketplace APIs. Services designed for Bluemix must support an additional call.Details here > https://developer.ibm.com/marketplace/docs/vendor-guide

6. Qualify for integration to premium options (e.g. Bluemix) - Can be done in parallel with steps 3 - 5Prospective Bluemix, PureApplication Service on SoftLayer, or HPC Analytics services must meet certain additional criteria.

1. Apply to Become a Business Partner Complete and submit the Nomination form to be considered for partnership in the IBM Cloud marketplace.

2. Qualify for the IBM Cloud marketplaceWe will review your form and reply as quickly as possible to discuss your service and next steps. Some replies take up to two weeks, depending on your service. To qualify for premium programs (e.g. Bluemix), services must meet additional criteria.

3. Accept the terms and conditionsOnce you are invited to include your service, you will need to accept the IBM Cloud Marketplace Business Partner terms.

36 © 2014 IBM Corporation

softlayer.com bluemix.net ibm.com/marketplace

IaaS PaaS SaaS

Simon Baker Business Development Manager

IBM Ecosystem DevelopmentSimon@uk.ibm.com

@SimonARBakerslideshare.net/SimonARBaker