1. Service Provider as a
Distribution Channel
with APS Standard
Max Kuzkin, Parallels
Architect

2. What IT needs do SMBs have?

3. High-level grouping
Web Presence
and Web Apps
Communication
and
Collaboration
Infrastructure
Software as a
Service (SaaS)

4. Where do SMBs Buy Hosting and Cloud Services?
1
1
Traditional
Hosters
2
2
Communication Service
Providers
3
3
Value Added Resellers
(VARs) and Distributors

5. Why buy from these three provider groups?
New SMBs originally
buy these services …
1
1
2
2
Traditional
Hosters
Communication
Service Providers
Domain
Domain
Website
Website
Hosting
Hosting
Internet
Internet
Connections
Connections
Broadband / /
Broadband
Networking
Networking
Phone Lines
Phone Lines
Computers
Computers
3
3
Value Added
Resellers (VARs) and
Distributors
Other
Other
Hardware
Hardware
Software
Software
… and then buy other
Value-Added Services
as they grow

6. The market is moving toward all IT players
competing in the cloud
2020
Clouds: ~$1,500B

7. What ISVs need to take into consideration when
working with Service Providers?
• Should be considered as a channel to distribute your
product (software or service), usually not straight-forward to
negotiate with
• Business Terms must be negotiated and include
•
•
Accounting / Billing rules and procedures
Upsell and cross-sell scenarios
• Support Terms must be negotiated
Software (often) needs to be adopted / modified to work with
Service Provider’s infrastructure

8. Next major question for Service Providers?
McAfee
API
McAfee
McAfee
UI
UI
Symantec
API
End-Users:
need multiple
services
How to create a
How to create a
combined offering
combined offering
of services?
of services?
Symantec
Symantec
UI
UI
O365
API
O365
O365
UI
UI
Many services:
each with its own API and UI

9. Parallels considers APS technology a way to solve
this problem
APS stands for “Application Packaging Standard”.
It is an integration technology that supports three
aspects of services integration:
•
•
•
Workflow Integration – configuration of workflow for
provider
API Integration – integration on the level of the shared
communication bus
UI Integration – integration of navigation structures of
different applications

10. What is APS?
App
REST API
McAfee
McAfee
https://app/
McAfee
API
APS Package
APS Package
Provider Control Panel
Provider Control Panel
View
View
End-Users
View
View
View
View
Parallels Automation
View
View
View
View
App
REST API
https://app/
Application
Navigation
View
View
McAfee
McAfee
UI
UI
…
…
Symantec
Symantec
Symantec
API
APS Package
APS Package
View
View
View
View
App
REST API
Application
Navigation
View
View
…
…
O365
O365
https://app/
Symantec
Symantec
UI
UI
O365
API
APS Package
APS Package
View
View
View
View
Application
Navigation
View
View
…
…
O365
O365
UI
UI

11. What is APS?
https://app.isv.com/
Hosting
Hosting
Platform
Platform
Application
REST API
APS Package
APS Package
Navigation
View
View
View
View
View
View
Service
API
Service
Service
Service
Service
UI
UI
View
View
APS defines standard way to expose any service to the
Hosting Platform.
It’s a “bridge” between services APIs and UIs.

12. What does APS provide
Standardized way for …
•API integration into the Service Provider Platform
•
Common REST-based communication bus
•
Users Identity integration
•UI integration into Service Provider Panel
•
HTML5-based UI working with common communication bus
•
Branding
•Rules for accounting and upsell / cross-sell scenarios
•
Resource limits and counters
•Branding of everything
•
URLs, Names, Strings, etc.

13. APS Resource Graph and Service Plans
Resource Name
Resource Class
Limit
Gold Sample
Application Service Reference
0
Silver Sample
Application Service Reference
1
VPS Management
Application Service
1
VPS
Application Service
Unlimited
Provider
Before
Upsell
Customer
Subscription
Subscription
Weak; single;
Weak; Collection;
Strong; single;
Billing
Billing
Strong; single;
Cloud
Cloud
VPS Management
VPS Management
Weak; Collection;
Weak; Collection;
Strong; Single;
Strong; Single;
Gold Sample
Gold Sample
Silver Sample
Silver Sample
Weak; Collection;
Strong; Single;
Strong; Single;
VPS
VPS

14. APS Resource Graph and Service Plans
Resource Name
Resource Class
Limit
Gold Sample
Application Service Reference
1 (+1)
Silver Sample
Application Service Reference
0 (-1)
VPS Management
Application Service
1
VPS
Application Service
Unlimited
Provider
After
Upsell
Customer
Subscription
Subscription
Weak; single;
Weak; Collection;
Strong; single;
Billing
Billing
Strong; single;
Cloud
Cloud
VPS Management
VPS Management
Weak; Collection;
Weak; Collection;
Strong; Single;
Gold Sample
Gold Sample
Silver Sample
Silver Sample
Weak; Collection;
Strong; Single;
Strong; Single;
VPS
VPS

15. APS UI Integration

16. Where to read more?
• http://www.parallels.com/products/automation/
• http://apsstandard.org/

17. Thank You!
Questions?
mailto: maximk@parallels.com