1. www.dbcloudexchange.com
Deutsche Börse Cloud Exchange
The world’s first vendor-neutral
marketplace for IaaS resources
The debate over the benefits of cloud technology
has been settled. With consistent savings of 70 per
cent over self-managed infrastructure, the cloud
already plays a significant role in corporate IT, one
which will grow in importance over time.
Recognising the increased industry investment in
cloud technology, Deutsche Börse will use its market
expertise to reduce cloud adoption hurdles. With a
proven track record of building efficient markets,
Deutsche Börse has made a strategic decision to
move into commoditising cloud infrastructure as a
service (IaaS) and is developing the world’s premier
vendor-neutral marketplace for IaaS resources.
Founded in May 2013, Deutsche Börse Cloud
Exchange AG will establish a secure, transparent
and liquid spot market for IaaS resources. The
exchange is planned to go live in early 2014.
Addressing current cloud market hurdles
When purchasing IaaS resources, buyers seek to
avoid solutions that limit their flexibility, make
automation more difficult or which are highly com-
plex due to a lack of transparency. Deutsche Börse
Cloud Exchange addresses market inefficiency, as
both buyers and sellers can benefit from the stra-
tegic and infrastructural advantages it conveys.
Deutsche Börse Cloud Exchange at a glance:
Allows multiple IaaS providers to offer resources
to consumers in one place
Allows buyers to select from a wide range
of sellers
Provides product consistency throughout the
marketplace
Provides standardised contracts for all market
participants
Acts as an independent market operator
Provides neutral governance
Defines a simple and broad product portfolio
for buyers to choose from
Timeline Deutsche Börse Cloud Exchange AG

2. Deutsche Börse Cloud Exchange AG 2
Using Zimory’s neutral cloud technology
for settlement
Zimory’s IaaS management software will be
used for the settlement process of Deutsche
Börse Cloud Exchange. The Zimory technol-
ogy features open APIs, scalability, multi-
tenancy and a decoupled architecture. As a
neutral software, it enables cloud consumers
and cloud providers to buy, sell and manage
capacities quickly and easily, without being
locked into the technology or offering of any
cloud provider or cloud management stack.
Deutsche Börse Cloud Exchange AG benefits both
buyers and sellers
Deutsche Börse Cloud Exchange will offer standard-
ised products, allowing an accredited seller to con-
tract with any registered buyer in a unified market
and legal framework. Interoperability between mul-
tiple cloud providers will be enabled through stan-
dardised interfaces and a thin cloud management
layer designed by the innovative cloud software
provider Zimory. This will allow buyers and sellers
to easily connect to the cloud marketplace.
Benefits for buyers include:
Cloud resources from different sellers can be
purchased directly through online trading.
The ability to compare prices through structured
order books with filter functions show pricing
from all vendors.
Vendor-neutral access through standard contract
definitions and processes
Elimination of vendor lock-in, since only one
integration is needed to access different providers
“One Cloud” concept allows services and work-
loads to be easily migrated between different
providers.
Reduced expenses through the ability to resell
spare capacity on the exchange. User groups can
create virtual machines using resources pre-
viously bought on the Deutsche Börse Cloud
Exchange billing for all exchange participants.
Benefits for sellers include:
Access to a huge sales channel, as product
offering is exposed to all exchange participants
The ability to convert existing IT assets into
profit centres
Automated resource availability and pricing
through a central interface
Access to a platform where seller profiles,
unique selling propositions and services
can be described
Trading interfaces enable automated capacity
management and pricing.
Standardised interfaces will allow the realisation
of market roles such as Cloud Broker.
Reduced administration – customer billing is
managed and processed by the exchange.
All standards for the tradable IaaS resources are
defined and controlled by the neutral exchange,
making it easier for buyers to compare offerings
and for sellers to structure and operate their
infrastructure.
Deutsche Börse Cloud Exchange will eliminate
vendor lock-in and allow any buyer to contract with
any seller, providing on-demand access to open-end
or fixed-term IaaS resources. The standardised,
global set-up will ensure a defined quality of service
through universal admission criteria for all market
participants. Legal certainty is provided with stan-
dardised service level agreements (SLAs) that are
monitored and enforced by Deutsche Börse Cloud
Exchange to assure a fair and manipulation-free
trading, pricing and billing.
Shifting CapEx to OpEx, decreasing time-to-market
The ability to easily scale IT infrastructure up and
down will reduce the problem of underprovisioning
along with the associated hardware and personnel
costs. Additionally, buyers will be able to shift
CapEx to OpEx and benefit from greatly decreased
time-to-market.

3. Deutsche Börse Cloud Exchange AG 3
Product types and market surveillance
The initial set of products available on Deutsche
Börse Cloud Exchange will be characterised as
follows:
1. Asset classes:
Storage and compute
2. Product parameters:
Contract duration (open-end or fixed-term),
location and platform allow users to choose
the data centre location (governing region) and
platform where their data will be stored and
processed.
3. Admission and market surveillance:
Prior to being admitted to Deutsche Börse Cloud
Exchange, each participant is required to under-
go the Deutsche Börse Cloud Exchange admis-
sion process and must agree to accept and
follow specific rules and standards. Availability
monitoring and benchmarking will ensure prod-
uct quality among all registered IaaS providers.
Greatly decreased time-to-market
Over the counter
In addition to the standardised product offering,
market participants will be able to negotiate specific
requirements bilaterally „over the counter“ (OTC).
OTC trading enables the buying and selling of cus-
tomised contracts. Deutsche Börse Cloud Exchange
will provide the trading platform, process the billing/
payments and prepare the contractual framework.
Conclusion
The value of cloud computing has been long estab-
lished, but long-term, time-consuming, bilateral con-
tracts and a lack of transparency have limited its
potential. Deutsche Börse Cloud Exchange addresses
both the needs of cloud providers and cloud con-
sumers by defining standardised IaaS products
and making them available on a vendor-neutral
trading platform.
Deutsche Börse Cloud Exchange will not only address
the risks associated with extended, bilateral con-
tracts but also drastically reduce time-to-market. It
allows businesses to act in a demand-driven manner
and secure prices for future demand.
The exchange will drive the adoption of cloud ser-
vices and remove barriers such as vendor lock-in
and lack of interoperability. It will enable IT resour-
ces to be traded like other commodities, such as
energy and gold, within minutes.
Deutsche Börse Cloud Exchange will provide
an efficient and global marketplace with equal
treatment of buyers and sellers, guaranteeing
legal certainty and a standard quality of service
through universal admission criteria for all market
participants.
Deutsche Börse Cloud Exchange AG
Mergenthalerallee 55
65760 Eschborn
Sebastian Zilch
Head of Business Development
sebastian.zilch@dbcloudexchange.com