IBM Softlayer Bluemix Marketplace

softlayer.com bluemix.net ibm.com/marketplace
IaaS PaaS SaaS
Simon Baker
Business Development Manager
IBM Ecosystem Development
Simon@uk.ibm.com
@SimonARBaker
slideshare.net/SimonARBaker
1 © 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

softlayer.com

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

Softlayer offers a Global Cloud Platform of
infrastructure choices for greater business agility
Reserved Infrastructure
Triple
choices
Network
Architecture
Mix and match bare metal, virtual
server instances and turnkey private
Public, Private and management
clouds
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.

Broad portfolio of infrastructure choices
for greater business agility
Reserved Bare metal with
Shared
your own stack
virtual
environment
For high input and output (I/O)-
For unpredictable, seasonal or
intensive apps, databases, big data
research and development workloads
Dedicated
virtualized
environment
Designed 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

Softlayer triple-network architecture is
fundamental to infrastructure performance
Load balancer
Firewall
Firewall
Network
security
VPN edge VPN IMS
router
Storage Infrastructure
Services
iSCSI
MPLS
Linux
Public network Management network Private network
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

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.
8 * Year end 2014 © 2014 IBM Corporation
Source: http://www.softlayer.com/our-platform
$1.2B investment in extending global footprint to
25 Data Centres and 30 Network PoPs

Granular API offers more control, increased
productivity and security
IT management tools Hardware
Softlayer
Custom applications Software
API Data Center
SoftLayer portal Services
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

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

bluemix.net

The app revolution
Fundamentally changing the way we interact with technology.
Apps are everywhere
The quantity and usefulness of
web and mobile apps has led to
an “app revolution” among
consumers and businesses alike.
Experience matters
Customers now expect
experiences to be integrated
across web, mobile, in-store,
and phone.
Cloud makes it possible
Deploying and hosting apps is
faster, easier, and more cost
effective than ever. The resources
and possibilities are limitless.

Applications in the cloud: Developers’ expectations have evolved.
Seconds to
Deploy Friction
Failing
Fast
Free
Any
Language
Continuous
Integration
Mobile
Ready
Useful
APIs
Focus on
Code
Choice of
Tools

Today’s apps must keep up with the speed of the app revolution.
Core
IT
Benefits
Fully customizable
Few limitations
Necessary for some solutions
Existing Investments
Time Commitment
Weeks to setup and deploy
Maintenance/upgrades of
hardware and software
Thus, not experimental
~ Weeks ~ Days
Code
Data
Runtime
Middleware
OS
Virtualization
Servers
Storage
Networking
~ Minutes
Customer Managed
Time to initial deployment

Infrastructure
Customer Managed as a Service
Service Provider Managed
Benefits
Most control in the cloud
Necessary for some solutions
Infrastructure managed by SP
Time Commitment
Days to setup and deploy
Maintenance/upgrades of VM,
OS, middleware, runtime
IBM SoftLayer
~ Days
~ Minutes
Code
Data
Runtime
Middleware
OS
Virtualization
Servers
Storage
Networking
Core IT
~ Weeks

Platform
Customer Managed as a Service
Service Provider Managed
Benefits
Setup environments and
deploy apps very quickly
Infrastructure and platform
managed by SP
Time Commitment
Minutes to setup and deploy
Focus on your apps and
their data
IBM Bluemix
~ Minutes
Code
Data
Runtime
Middleware
Virtualization
Servers
Storage
Networking
IaaS
Core IT
~ Weeks
~ Days
OS

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 Environments
The developer can choose
any language runtime or
bring your own. Zero to
production in one command.
DevOps
Development, monitoring,
deployment, and logging tools
allow the developer to run the
entire application.
APIs and Services
A catalog of IBM, third party,
and open source API services
allow the developer to stitch an
application together in minutes.
On-Prem Integration
Build 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 Security
IBM secures the platform and
infrastructure and provides
you with the tools to secure
your apps.

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

A full range of capabilities to suit any great idea.
Choice
• Runtimes, services, and tooling
up to you
Speed
• Create apps quickly with prebuilt
services
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
Database
services
Web and
application
services
Cloud
Integration
Services
Mobile
Services
Big Data
services
Watson
Services
Internet of
Things
Services
DevOps
Services

Securely integrate to and leverage data from your existing on premise
systems and applications.
Secure Connector
API from On-Premise
Cast Iron Integration
Data Orchestration
(Future)
Embedded Private
API Catalog
(Future)
This API provides access to on-premise data, specifically a lookup of
the address where a customer purchase was made.

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

Security without the headache:
You focus on your apps and their data. IBM manages the rest.
Exploiting IBM portfolio of capabilities
• Leveraging SoftLayer and IBM
hosting experience
• Adheres to rigorous IBM
security standards:
Defense in depth
Intrusion
protection/penetration
testing
Data isolation in
virtualized components
Automated patch
management
Tools to secure your apps
• SSO for multiple applications
and social logins
• Appscan for web and mobile to
detect vulnerabilities
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Developer’s
Focus
IBM’s
Focus

Sign up in minutes. Pay for what you use.
Cloud based pricing models to serve developer needs.
Friction free adoption
• 30 day trial - designed to allow testing
of an entire application on the platform
• Free tier for every service -
encourages experimentation of new
services for applications already
running on Bluemix
Multiple Commitment Models
• Pay as you go - optimized for
flexibility, no term commitment
• Subscription - term based optimized
for cost, discounted from pay as you go
rates
Self Service
• Zero to coding in less than 5 minutes
• Credit card over the web in many
countries – or through your IBM rep

Core use cases: What 30,000 beta applications have told us.
Web Applications Mobile Back Ends
• 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
• Back end services replacing custom
code hosted on IaaS (e.g. Push
Notification)
• Cloud Code for offloading business
logic from the mobile client
• Integrated into iOS and Android native
applications using Bluemix SDK
APIs and On-Prem Integration Analytics and Reporting
• 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

ibm.com/marketplace

IBM Cloud marketplace features IBM and Business Partner cloud services
 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

Business Partner services are a key part of the marketplace experience
 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
To join, click on Sign up, or email
IBM at joinnow@us.ibm.com

Cloud innovators are joining the IBM Cloud marketplace
Data Stores Development Tools Security Operations Support
Messaging Mobile Analytics
CloudAMQP
Active or being onboarded. More joining every day…
Business Support

How will IBM help Business Partners attract, convert, and retain customers?
PR & digital demand gen
IBM drives traffic to the marketplace
through PR, ad buys, paid search,
paid social media placements,
contextual targeting (e.g., site
referrals)
Merchandising
IBM 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 lines
IBM product owners behind
over 200 marketplace
properties such as Bluemix
drive marketplace traffic
Badging
IBM will provide you assets to
associate your offering with us in
your own promotional campaigns
Dashboard & MyServices
Dashboard 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 enablement
Select strategic services with
strong marketplace
performance may be eligible
for enablement to the IBM
IBM may promote certain marketplaces services, include IBM’s own services, which sales force
complement or compete with other marketplace services.

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

IBM Cloud marketplace offers premium platform services
Participate in Which is… The benefits are …
IBM Bluemix
www.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,
Patterns
In 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' clusters
Choice 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

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)

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

Editions and Pricing
 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.

How do Business Partners participate in IBM Cloud marketplace?
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 marketplace
We 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 conditions
Once you are invited to include your service, you will need to accept the IBM Cloud
Marketplace Business Partner terms.
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 - 5
Prospective Bluemix, PureApplication Service on SoftLayer, or HPC Analytics
services must meet certain additional criteria.

softlayer.com bluemix.net ibm.com/marketplace
IaaS PaaS SaaS
Simon Baker
Business Development Manager
IBM Ecosystem Development
Simon@uk.ibm.com
@SimonARBaker
slideshare.net/SimonARBaker

IBM Softlayer Bluemix Marketplace

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