The document discusses Jamcracker's cloud services brokerage solution. It describes Jamcracker as a company founded in 1999 that provides a proven cloud aggregation/delivery platform and ecosystem of pre-integrated third-party cloud providers. The solution also includes business enablement services to help customers with go-to-market strategies, support, and managed services. The document then discusses how cloud services brokerages can help enterprises and SMBs overcome challenges in adopting cloud services by providing a centralized platform to access multiple cloud offerings.
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How CSBs Help SMBs and Enterprises Adopt Cloud Services
1. Jamcracker,
Inc.
4677
Old
Ironsides
Drive
Santa
Clara
CA,
USA
95054
How
to
Realize
the
Benefits
of
Cloud
Services
Brokerage
December
13,
2011
2. Outline
• Jamcracker
introduc/on
• Cloud
Services
Brokerage
business
drivers
• Cloud
Services
Brokerage
enablement
• Case
studies
2
3. About
Jamcracker
• Founded
in
1999
(by
Founder/CEO
of
Exodus
Communica/ons
-‐
IPO
1998)
• CSB
Enablement
Solu/on:
– Proven
Cloud
Aggrega/on/Delivery
PlaKorm
– Pre-‐integrated
Ecosystem
of
3rd
party
Cloud
Providers
– Established
technologies
&
processes
for
cloud
services
on-‐boarding
– Business
Enablement
Services
–
GTM
consul/ng,
support,
managed
services
for
hos/ng
(op/onal),
opera/ons,
business
development
&
ISV
management
• Privately
held
with
~300
employees
– Headquartered
in
Silicon
Valley
– Development
&
Opera/ons
in
India
– Global
Sales
&
Distribu/on
Offices
• ‘Cool
Vendor
in
Cloud
Services
Brokerages’
(Gartner,
2011)
3
6. Cloud
AdopHon
Growth
$17.2
$22.0
$27.9
$34.8
$17.0
$21.7
$27.5
$34.3
$0
$10
$20
$30
$40
$50
$60
$70
$80
2009 2010 2011 2012
$B
Cloud Market Opportunity 2012
50%
SMBs are ~50% of the total cloud opportunity,
and 80% of the public cloud market.
Enterprises taking a hybrid (public & private)
approach to cloud.
SMB LE
$69.1
$55.3
$43.7
$34.2
Source: IBM, IDC, CIO magazine, BCG analysis
2012
BPaaS
SaaS
PaaS
IaaS
Cloud Spending by Category
Worldwide view across Large Enterprise and SMB
40%
27%
CAGR
7. SMB
Challenges
–
Cloud
Confusion
• “I
know
that
the
big
so`ware
companies
are
coming
out
with
SaaS,
but
my
business
is
too
small
to
get
even
an
email
response
from
their
sales
websites.”
• “It
feels
like
I
have
to
educate
myself
a
lot
more
about
Cloud
IT
than
I
ever
had
to
for
the
rest
of
my
IT
stuff.”
• “I
can
find
so`ware
for
my
business
without
turning
round.
There’s
always
a
consultant
or
salesperson
calling
or
in
my
office
to
sell
me
so`ware
and
so-‐called
‘solu/ons.’
But
I
have
to
go
looking
for
Cloud
soluHons
and
figure
it
all
out
myself.
That’s
a
huge
pain.”
• “Our
main
IT
provider
is
a
reseller
that
builds
their
own
so`ware
and
makes
it
work
for
our
business.
He’s
not
going
to
tell
me
anything
about
Cloud
or
SaaS,
because
he’s
not
going
to
make
any
money
off
it.”
Source: Saugatech Survey of SMB CEOs
8. Enterprise
Challenges
–
Ad
Hoc
AdopHon
Public Clouds
IT Admin
Line-‐of-‐
Business
Departments
/
Func/onal
Roles
Individual
Employees
In the Enterprise
As Clouds are
adopted in an
ad-hoc
fashion……Enterprise
IT risks losing
control.
PaaS
SaaS
Firewall
IaaS
9. Cloud
Services
Brokerage
(CSB)
“The
future
of
cloud
compu/ng
will
be
permeated
with
the
no/on
of
brokers
negoHaHng
relaHonships
between
providers
of
cloud
services
and
the
service
customers.”
“By
2015,
CSBs
will
represent
the
single-‐largest
category
of
growth
in
cloud
compu/ng,
…
a
composite
market
counted
in
the
hundreds
of
billions
of
dollars”
Source: Daryl Plummer, Chief Analyst
9
10. CSB
Model
will
Transform
the
IT
Channel
20202020
-‐
IDC
June
2010
10
Cloud Distribution Market Share
(2020 Forecast)
15%
2010 2015
1.2M channels
Channel Consolidation
(VARs, MSPs, Hosters)
Fewer
Channels
-‐
Forrester
Research
January
2011
12. CSB
–
Core
Elements
for
Enablement
• PlaKorm
– Order-‐to-‐Cash
workflow
automa/on
– Authen/ca/on,
authoriza/on
and
access
control
– Self-‐service
catalog,
provisioning
– Customer
billing
– User/service
administra/on
• Services
integra/on
– Website
– CRM
– User
repositories
– IT
services
management
– Cloud
services
• Ecosystem
– 3rd
party
cloud
providers
– Distribu/on
/
SLA
agreements
• Marketplace(s)
– Single
or
mul/ple
geographies
or
market
segments
– Direct
selling
and/or
indirect
channels
• Sales
and
Marke/ng
– Service
/
Offer
defini/ons
– Service
bundles
• Opera/ons
– L1/L2
support
– 3rd
party
cloud
provider
sellement
12
Infrastructure Business Processes
13. CSB
PlaKorm
–
Automate
“Order-‐to-‐Cash”
Workflow
Cloud
Delivery
/
Management
Workflow
• Self-‐service
catalog
• User
and
service
management
• Cloud
provisioning
via
service
adapters
• Authen/ca/on,
authoriza/on,
access
control
– Policy
enforcement
• User
support
• Consolidated
billing
&
repor/ng
13
Catalogue
Management
Self-‐Service
Service
and
User
Provisioning
Authen/ca/on,
Authoriza/on
&
Access
Control
User
and
Service
Administra/on
Repor/ng
and
Audi/ng
Helpdesk
Ticke/ng
&
Support
Billing,
Metering
&
Chargeback
14. Marketplace
Architecture
Regional
Marketplace
(Sub-‐Tier
Catalog)
Master
Marketplace
(Master
Catalog)
…
App
Store
1
App
Store
2
App
Store
n
….
User
Portal
1
User
Portal
2
User
Portal
n
….
Cloud
Brokerage
PlaYorm
Regional
Marketplace
(Sub-‐Tier
Catalog)
App
Store
1
App
Store
2
App
Store
n
….
User
Portal
1
User
Portal
2
User
Portal
n
….
PlaKorm
/
Super
Admin
End-‐Users
Admin
Roles
Marketplace
Owner/Admin
App
Store
Admin
Customer
Admin
(SMB
/
Enterprise)
App Stores
Sub-Tier Marketplaces
Master Marketplace
Customers
14
15. Services
IntegraHon
Points
PaaS
SaaS
IaaS
Cloud
Providers
Directory
Servers
(LDAP
or
AD)
Back-‐Office
Billing
&
Accoun/ng
Helpdesk
&
Support
Ticke/ng
Systems
20. 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
mulFple
applicaFons.”
-‐
Kate
McKenzie,
Chief
MarkeFng
Officer,
Telstra
CSB
=
User
RetenHon
and
Growth
22. CSB
=
Value-‐Added
DifferenHaHon
• VoIP
applica/on
AppStores
for
service
provider
customers
using
BroadWorks
• Enables
Broadso`
customers
to
further
leverage
their
BroadWorks
investment
by:
– Genera/ng
new
sources
of
subscrip/on
revenue
by
upselling
Broadso`
ISV
partners’
services
to
their
VoIP
customers
– Increasing
‘s/ckiness’
and
customer
reten/on
• CSB
increases
Broadso`’s
overall
value
proposi/on
to
their
service
provider
customers
– “Razors
and
Razorblades”
strategy
22
24. CSB
=
Channel
TransformaHon
• Ingram
Micro’s
cloud
services
marketplace
enables
their
VARs
to
transi/on
to
selling
cloud
offerings
to
their
customers
• Provides
VARs
with
a
‘one-‐stop
shop’
for
all
of
their
customers’
HW/SW
and
cloud
services
needs
• Allows
VARs
to
fulfill
license
and
subscrip/on
sales
with
a
single
distributor
rela/onship
• Ingram
Micro
benefits
from
increased
channel
loyalty,
produc/vity
and
subscrip/on
revenue
24
25. Enterprise
CSB
25
KPN
Getronics
IT
Services
Brokerage
Directory
User & Policy Mgmt
IT Admin
26. CSB
=
Enterprise
Control
Without CSB With CSB
Ad-‐hoc
Cloud
Adop/on
•
Departmental
/
single
purchases
•
Fragmented
security
/
policy
control
Coordinated
Strategy
•
Cross-‐enterprise
volume
licensing
•
Centralized
workflow
/
policy
Incomplete
Visibility
•
Limited
visibility
into
true
usage
•
Different
tools
for
the
same
job
Centralized
View
•
Consolidated
view
of
usage
•
User
and
services
administra/on
IT
Avoidance
•
Business
users
work
around
IT
•
Percep/on
that
IT
slows
the
business
IT
as
Enabler
•
Rapid
deployment
of
new
services
•
Beler
support
at
lower
costs
27. • Service
Providers:
– New
sources
of
revenue
– Customer
‘s/ckiness’
and
profitability
– Brand
extension
and
core
services
differen/a/on
• IT
Vendors:
– Partner
and
services
ecosystems
– Services
channel
enablement
• Distributors:
– Subscrip/on
revenue
model
– Channel
loyalty
• Enterprises:
– Extend
governance
/
compliance
to
the
cloud
– Business
op/miza/on
and
flexibility
– Enable
IT
on-‐demand
services
model
27
Why
CSB
for
your
OrganizaHon?
28. Why
Jamcracker
for
your
CSB?
• Dedicated
to
services
aggrega/on
and
delivery
since
1999
– Cloud
Services
Brokerage
Enablement
is
our
sole
business
focus
• Experienced
cloud
services
ecosystem
enablement
– Abstrac/ng
complex
technology
&
business
issues
– Complete
“out
of
the
box”
solu/on
including
plaKorm,
cloud
integra/ons
and
managed
services
“wrap-‐around”
• Proven
plaKorm,
technology
and
business
enablement
– Delivering
hundreds
of
services
through
dozens
of
Service
Providers
• Technology
and
applica/on
agnos/c
– No
vendor
lock-‐in
– Flexibility
to
adapt
to
emerging
market
needs
• Complete
CSB
enablement
solu/on
=
Quick
/me-‐to-‐market
28
29. -‐
Darryl
Plummer,
Chief
Analyst,
Gartner*
Why
Jamcracker
for
your
CSB?
“Jamcracker
has
long
been
a
player
as
an
applicaMon
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
situaFon
with
a
single-‐service
network
approach
from
Jamcracker.”
*”Cool Vendors in Cloud Services Brokerage,” Gartner, May 2011.
30. Thank
You!
If
you
have
any
quesHons
about
Jamcracker’s
CSB-‐
enablement
soluHon,
or
would
like
to
see
a
personal
demo,
please
email
informaHon@jamcracker.com