SaaS Add-on Services for Cloud Foundry Powered by AppDirect (Cloud Foundry Summit 2014)

Bringing SaaS Add-on Services to Cloud Foundry Powered by AppDirect

Paul Arnautoff June 11th, 2014Presented By Date:

Whoami:

Cloud Foundry Summit 2014

First business hire at AppDirect Previously led our ISV Program

which fostered 160+ API Integrations for SaaS App Catalog

Director of Business Development for XaaS Parnterships Rackspace

Pivotal

Red Hat

Samsung

Director of Business Development | XaaS & Emerging Markets Background:


About AppDirect: The leading cloud marketplace and management platform for global providers

HIGHLIGHTS

HQ in San Francisco attracting strong local talent and leveraging major ISV local relationships

Largest dedicated CSB globally with 160+ Employees with offices in US, UK, Germany, Argentina, Canada

Recently secured $35M in Series C Funding from Mithril Captial, Peter Thiel’s growth stage venture group

ACCOLADES

Winner of Under the Radar Best in Show 2011

Recognized as “Cool Vendor” by Gartner 2012

JMP Top 100 2013 & CRN Top 20 Cloud

AQUISITIONS

In 2012, AppDirect acquired jBilling, the world’s leading open source billing solution company

In 2013, AppDirect acquired Standing Cloud, the world‘s leading private cloud marketplace platform.

1 The Big Idea: Cloud Service Brokerage2 Cloud Foundry Partnership

3 Service Broker Integration4 Last Mile Application Delivery5 Partnership Opportunities



The Rise of IDC’s 3rd Platform

About the 3rd Platform

Combination of Mobile, Cloud, Big Data and Social will enable the development of entirely new sets of services.

2014-2017, IT spending by groups outside of IT departments will grow at over 6% per year

Cloud spending will grow 25%, reaching over $100 billion. Over 75% of that spending will be public cloud.

40–50% of the growth in 3rd Platform spending will come from cannibalization of 2nd Platform offerings.


Third Platform has not only changed the way software is consumed, it has changed the way we build applications

App

PaaS

App

Solution Stack

IaaS

App

Solution Stack

Virtualization

Bare Metal

Yesterday: Today: Tomorrow:


New applications are being built by leveraging other existing services, creating customized collaborations of technology.

Java App

Reporting / Analytics

Code Monitoring

Email Delivery

Database

Security

Billing

The user facing portion of the app that is uniqueGoodData, KissMetrics, Google Analytics.

New Relic, AppDynamics, Loggly.

Sendgrid, Mailgun.

MongoLabs, RedisToGo, RedisCloud.

Dome9, CloudPassage, StillSecure.

jBilling, Stripe, Zuora, Braintree, Chargify.

PaaSCloud Foundry, OpenShift, Heroku, EngineYard.

IaaS Rackspace, AWS, Softlayer.


What does all of this mean?

Key Disrupting Factors

As the 3rd platform lowers the cost of delivery and integration, focused single use ‘services’ will proliferate.

Open Source Software is now the leading product in many markets including:

DB

PaaS

IaaS

Cloud platforms enable rapid scale

The ‘APIification’ allows it all to be stitched together

Low start up costs, rapid ability to scale and the means for customers to easily consume services makes for the ideal environment for service proliferation.


In fact, purpose-built cloud application development continues to accelerate at incredible rates

The Number of Cloud Applications available today stands at 5000.

IDC projects a 10x increase in the next 4 years, which means 50,000+ single use and vertical specific applications.

2010 2012 20140

1000

2000

3000

4000

5000

6000

NU

MB

ER

OF

APPS

But:

56%of businesses prefer a single vendor


This is causing major disruption amongst the IT Majors

From an ISV perspective, go-to-market is limited to direct sales to customers or one-off custom integrations with Channel Partners


Traditional Delivery Model Channel Delivery Model

Channel

Channel

Channel


What is Cloud Service Brokerage?

Catalog

Services Discovery Identity & Access

A single point of aggregation which provides users one place to find, buy, consume, and manage services.


A History Of CSB: CSB 0.5 (pre-AppDirect)

CATALOG OF SERVICESMARKETPLACE

PLATFORM

CUSTOMER MARKETPLACES

“CHANNELS”

Search + Provisioning

Identity + Access Management for Administrators

Limited Subscription

Billing + Payment Management

Data Management

END-USER BUSINESSES

TELCO CABLE

RETAIL FIN. SVCS.

OEM IAAS

PAAS SAAS

SMB Administrators

Bring your own catalog and one off Integrations

Distribution was limited to

mid-size hosting

market and mid size

operators


A History Of CSB: CSB 1.0 (AppDirect Launches 2011)

CATALOG OF SERVICESAPPDIRECT

MARKETPLACE AS A SERVICE


“CHANNELS”


Identity + Access Management

SubscriptionBilling + Payment

Management

Data Management

END-USER BUSINESSES

TELCO CABLE

RETAIL FIN. SVCS.

OEM IAAS

PAAS SAAS

SMB Administrators

SMB Users


A History Of CSB: CSB 2.0 (AppDirect 2014)

CATALOG OF SERVICESAPPDIRECT

MARKETPLACE AS A SERVICE


“CHANNELS”


Identity + Access Management

SubscriptionBilling + Payment

Management

Data Management

END-USER BUSINESSES

TELCO CABLE

RETAIL FIN. SVCS.

OEM IAAS

PAAS SAAS

SMB Administrators

SMB Users

Enterprise

Developers

AppDirect and Pivotal Cloud Foundry


+

AppDirect and Cloud Foundry Partnership, bringing SaaS Add-ons to Developers via Run.Pivotal.io


3rd Party Services are an essential component to the Cloud Foundry experience

Pivotal desired an easier way to connect their users with Services: “The Cloud Foundry Marketplace powered

by AppDirect enables developers to add leading 3rd party services to their apps with a single click. AppDirect provides partners a simplified distribution channel on our hosted service today, and in the future on our open source and commercial on-premise distributions”

James Watters

VP Product, Cloud Foundry

An Open Ecosystem for the Cloud…

https://twitter.com/_CloudNinja/status/476173355368726528/photo/1

Cloud Foundry Service Broker Integration


What: How:

AppDirect SaaS Application Catalog can be imported into any Cloud Foundry environment including Public, Private, or Local.

Calling API will: Return a list of applications in the catalog

Allow provisioning for 3rd party tools

Automated binding of environmental variables to the application pushed in Cloud Foundry

Command Line Interface (CLI) Addressable

http://docs.cloudfoundry.org/services/api.html

AppDirect Catalog Adapter for SaaS Provisioning, Billing, and Single Sign-On


Integration to company billing + CSR systems enables:

1. The customer receives one bill that includes standard services supplemented by brokerage purchases, subscriptions, and usage charges.

2. Supports existing payment methods (invoice, ACH, proprietary credits/accounts).

3. Offers reporting inside of existing billing system and integrations

PIVOTAL INVOICE

SERVICE X

SERVICE Y

APP MARKETPLACEMongoLabs . . . . . . .. . ... . .. . $ Sendgrid.. . . . . . . . . . .. . . . .. $New Relic . . . . . . . . .. .. . . . . $Subscription

details, pricing, and rate plans

Cloud Foundry Billing Engine

Validated with AppDirect. payment gateway.

Last Mile Application Delivery


App Performance and Monitoring New Relic, AppDynamics, etc

Drop .yml agent into application/server

Email Delivery Sendgrid, Mailgun, Postmark

SMTP Email Credentials

Database-as-a-Service MongoDB, Redis Cloud, ElephantSQL

Database Environment Variables

For PaaS and Developers, Provisioning is Not Enough Many SaaS ISVs Experience Drop-off at the Last Mile

http://www.inboundlogistics.com/cms/article/the-last-miles-lasting-impact/

Binding through AppDirect performs the last mile action required to use the service with your Cloud Foundry application


1. Customers use either the command line tool or the catalog through AppDirect’s API to purchase an addon with their PaaS account.2. AppDirect uses the user’s PaaS identity information to provision a new account with the third-party ISV that corresponds with their PaaS instance.3. To bind an service to the user’s app within your PaaS console, AppDirect sends a request to the ISV to create a service within the new account and attach it’s

environmental variables to the corresponding app instance. For example, a user may create a new Database within their newly provisioned MongoLabs account and bind the database to their app within your PaaS console.

Cloud Foundry AppDirect App Vendor

Provisioning API2

Service Binding API3 Service

Account1

App

Account

Marketplace Functionality Packaged via Whitelabel AppDirect Front-End or Custom Built Front-End via Marketplace APIs


AppDirect Powered Front-End: Samsung Knox MobileCustom Front-End via Marketplace APIs: Pivotal Web Services

Opportunity Summary: Value for ISVs and Cloud Foundry Operators


Offer the leading 3rd party SaaS applications through your PaaS deployment

AppDirect Catalog comes pre-integrated to Cloud Foundry via Service Broker

Consolidated billing for all 3rd party services

Command Line Integration accessibility through your instance

Monetize Cloud Foundry Deployment from Day 1

For Cloud ISVs: For Cloud Foundry Operators:

One integration to maintain for the distribution of your product vs endless custom integrations per channel

Automated provisioning of your application through PaaS Environments

Last mile application delivery through binding

Monthly payouts received from AppDirect with billing reports based on each marketplace

THANK YOU!!

Paul [email protected]

SaaS Add-on Services for Cloud Foundry Powered by AppDirect (Cloud Foundry Summit 2014)

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Transcript of SaaS Add-on Services for Cloud Foundry Powered by AppDirect (Cloud Foundry Summit 2014)