© 2013 VMware Inc. All rights reserved

VMware’s Journey to the Cloud:

Subscription-Based Delivery Platform

August 2013

2

Delivering on the Subscription Customer Lifecycle

Subscription Delivery Platform: A set of policies, processes, and

systems to support new subscription business models

• Integrate the customer service and support experiences through My VMware

• Leverage existing VMware channel model for new and existing customers

• Internally align VMware organizations and business processes to more fully

reflect a true subscription-based business model

• Increased self-service for customers to view subscriptions purchased, file

support tickets, and purchase add-on products, leveraging existing My

VMware portals

• New product offerings to VMware customers

3

Business Need: Make It Easy to “Buy Cloud Services”

Create scalable, integrated processes for procurement for

subscription-based products and services

Deliver vCloud Hybrid Service as a secure, production-ready,

hosted service offered on a subscription basis (initial offering)

Enable enterprise-class cloud provisioning and support processes

Deliver business infrastructure for subscription lifecycle

Involve IT, Order Management, Partner Operations, Finance

Operations, Deal Operations, Deal Desks, Global Support, Sales

Operations, SPAN, FAST, and the vCloud Hybrid Service Product

teams as well as VMware sales and engineering teams

4

Subscription Delivery Platform – An Overview

SDP is a set of new policies, processes, and systems to support new subscription business models

to VMware customers through the VMware channel

SKU and price list

management

Learn / Test Engage

Order

Use/Pay

Stop

Grow

Customer

Lifecycle

Policies

New Business Models / Tenants ( vCHS, Others)

Processes Systems

Channel Partners and Customers

New Subscription Business Models/

Services

• Initial tenant – vCloud Hybrid Service

Key Guiding Principle:

• Subscription Customer Lifecycle

Timeline

• SDP Program Delivery May 10, 2013

5

Business Policy Landscape

Business policies for SDP spans across the VPC customer experience lifecycle and maps

into seven key business operation areas

Product Catalogue and Pricing

Partner Operations

Order Management

Finance Operations

Subscription and Entitlement

Sales Operations

Support Operations

SDP Business Operations

Learn

Configur

e &

Pricing

Test Engage Order Use Grow

Partner

Selection

Billing

Provision Payment Manage

Impleme

nt

Support

Manage

Entitleme

nt

Add-On

Elastic

Allocatio

ns

Upgrade Terms &

Condition

s

Service

Attributes

Support

Definition

Demo

Co-Term

Evaluatio

n

Pro

Services

Initial

Order

End

Suspend

Reinstate

Terminat

e

SLA

Credits

Back

3rd Party

Software

&

Services

Pay

Renew

PoC

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CRM

Subscription Delivery Platform Solution View

Product Catalog and

Pricing

Subscription Billing Platform

Subscription/Amendment

Orders

Billing, Invoicing, and

Payment Operations

Entitlement and Service

Activation

My Subscriptions

My VMware

My Support

Partner Approvals

Partner Portal

vCHS

Horizon

VSPP

Subscription

Tenants On-Demand

Provisioning

Resource

Metering /

Usage Data

VMware Back-end Systems

Bookings

Commissions

Custo

me

r

Inte

gra

tion

Fin

an

ce

Inte

gra

tion

Au

the

ntic

atio

n

SS

O

Subscription

Integration

Usa

ge

s

Invo

ice

s

Cha

nn

el

Ord

er / In

itial

Offe

ring

End Customers New capabilities/

systems

Integration with

existing capabilities

/systems

Su

pp

ort F

iling

Su

pp

ort

Tra

ckin

g

NETWORK

Resellers Resellers Sol. Providers Resellers

Aggregators Distributors

Product

Configurator

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Subscription Management Capabilities

• Product catalog

• Rates and pricing *

• Service plan mgmt. *

• Promotions and discounts

• Charge calculations *

• Usage calculations *

• Payment processor support

• Statement flexibility *

• Automated workflows

• Event notifications *

• Entitlement mgmt. *

• Dunning

• Audit log mgmt

• CRM integration

• CSR reports/visibility

• User self-service

• Security

Customer Care

Channel

Management

• Reporting

• Business metrics

• Dashboards

• Plan hierarchies *

• Account hierarchies *

• Integration support

• White label/customization

* Capabilities needing significant change

8

Aria Platform Overview

Website Self-service,

Web Orders

CRM System Accounts,

Subscriptions,

Invoice Summary,

Orders

BI Systems

ERP Systems Journal Entries,

General Ledger,

Payments/Credits

Payment

Processing Charges, Payments,

VISA, MasterCard,

PayPal, RBS

WorldPay,

Payment Cards, ACH

Service Mgmt

Systems

Aria is a back office, hosted application integrated with VMware’s application environment—the

―core‖ of SDP

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vCloud Hybrid Service Offering

Virtual datacenter A Virtual datacenter B

vCPU pool vRAM pool Storage pool VPN and

Network pool

Virtual datacenter Z

…

• A true single-tenant private cloud • Physically isolated compute • Logically isolated networking and

storage • 30GHz vCPU / 120GB vRAM • 6TB Storage

Customer A Customer B

vCPU pool vRAM pool Storage pool VPN and

Network pool

Customer Z

…

• Multitenant virtual private cloud • Logically isolated compute,

networking, and storage • 5GHz reserved/10GHz burst vCPU

/20GB vRAM • 2TB storage

* Cloud Foundry services will be offered post- Production Release and are not part of beta

Offering 2: Virtual Private

Cloud

Offering 1: Dedicated Cloud

Dedicated Managed Private Cloud for Customer A

Multitenant Managed Virtual Private Cloud

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Benefits

Increased customer self-service through My VMware portals,

including support and ordering additional services

SDP platform enables purchasing of compute, storage, and

network resources for Hybrid Cloud services

Encourages new and existing customers to move to the cloud

through our channel or direct

Extends security, scalability, and support needed for enterprise-

class cloud computing

VMware closer to delivering on Software Defined Data Center

Channel gets increased revenue opportunities with new

subscription-based offering

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For More Information

Please contact:

Vinh Ma, IT Business Engagement Director

vma@vmware.com

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VMware Subscription Delivery Platform

VMware, Inc.

3401 Hillview Ave

Palo Alto, CA 94304

Tel: 1-877-486-9273 or 650-427-5000

Fax: 650-427-5001