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1
Building a Cloud Marketplace
The Easy Way
@natishalom
natishalom.typepad.com
2
The Marketplace Promise
3
Following The Mobile App Store
4
Overview of
Current
Cloud
Marketplaces
PaaS Centric
Deployment Centric
IaaS (VM) Centric
5
Amazon
IaaS (VM)
Centric
Marketplace
6
Amazon
IaaS (VM)
Centric
Marketplace
• Main Features
– One-Click Deployment
– Search
– Customer Rating
– Billing
• Limitations
– Single VM
– Load Balancer
– EBS
7
Strong Conflict of Interest
• Provides
Competing IaaS
Services
– RDS
– SimpleDB
– LoadBalancer
– Memcache
• Unfair Advantage
8
SalesForce –
PaaS Centric
Marketplace
9
• Main Features
– Self-Service
– Billing
– Support
• Statistics
– 12 –> 85 providers
– 4M Installs
– 15x growth in 18 months
– 34K apps in 24hr after
Facebook launch
SalesForce –
PaaS Centric
Marketplace
10
Deployment-
Centric
Marketplace
11
Deployment-
Centric
Marketplace
• Main Features
– Multi Cloud
– Billing
– Management
– Clustered Apps
• Statistics
– 87% multi cloud customers
– 45,000 users
– X2 #Cores Year
– 3.8M instances launched
12
Other
Marketplace
Examples
13
Main Lessons
• Build it and they will come
– Classic chicken & egg problem
– The marketplace comes after the
market has been established!
• Me too?
– Growing fragmentation makes it harder
for app providers to join (See: Microsoft
Surface)
14
Doing it Right
15
Doing it
Right?
• Wait till you establish your
market (e.g. Apple,
Amazon, SalesForce)
• Challenge
– Most of the players don’t
have the time nor the
chance to follow this model
16
Doing it Right
• Breaking the chicken &
egg challenge
– Bootstrap – DIY
– Get the providers first
– Get the consumers through
the providers
17
Bootstrap
• No one is going to do the
job for you
– Design for on-boarding on a
massive scale
– Focus first on the popular
providers - the easy target
is open source providers
– Use a generic approach
that will enable you to on-
board many apps easily
18
18
• No code change
• Plug-in to the current way of
running apps
• Add cloud properties from the
outside
• Use the baby steps approach
Moving Apps
At Massive
Scale – The
Cloudify Way
19
Leverage Existing Automation
Frameworks
Configuration Centric APP Centric (PaaS)
20
How it works...
1 Upload your recipe.
2 Cloudify creates VMs & installs agents
3 Agents install and manage your app
4 Cloudify automates the scaling
21
Get 100’s of recipes out of the box
Leverage Puppet Templates
22
Get the App
Providers
First
• Create enough incentive
for the provider to invest
in your marketplace
– Free access
– Reduce the investment to a
minimum
– Make it open: make the
effort worthwhile beyond
your own marketplace
23
Make it Open
The Cloudify
Way
• Recipes work on any cloud
including private cloud
• Same investment to get
the app into and out of
the marketplace
24
Get the
Consumers
• Leverage the app
provider’s network to
bring the consumers in
• Example
– Embedded YouTube
25
Get the
Consumers -
The Cloudify
Way
• The Cloudify Widget
26
Demo Time...
27
Thank You!
GET IT TODAY, IT’S OPEN SOURCE & FREE:
WWW.CLOUDIFYSOURCE.ORG
GITHUB.COM/CLOUDIFY/CLOUDIFY-RECIPES

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Building a cloud market place the easy way by nati shalom, cto at giga spaces technologies

Notes de l'éditeur

  1. September 27, 2012 6:52 AM PDT Google 675,000 applications. Apple announced earlier this month that its store had 700,000 applications Google also announced yesterday that 25 billion apps have been downloaded -- a figure Apple reached six months ago http://news.cnet.com/8301-1035_3-57521252-94/can-apples-app-store-maintain-its-lead-over-google-play/ http://news.cnet.com/8301-1035_3-57551888-94/apple-approves-1-millionth-ios-app-tracker-says/ App Store has over 736,000 applications available to users. Out of those apps, a bit over 336,000 are paid
  2. Three main approaches PaaS Centric VM (IaaS) Centric Automation Centric
  3. Integrated 1-Click deployment into its service, allowing users to quickly purchase and launch pre-configured software and pay by the hour or monthly. The charges are collated and added to a customer’s existing AWS bill. Instead of wading through word-of-mouth recommendations and then trying to set up the new solution, Amazon takes away the hassle and does it all for its users by providing peer reviews and charging usage fees to their existing AWS account. http://thenextweb.com/insider/2012/04/19/amazon-launches-aws-marketplace-provides-third-party-tools-and-services-for-customers-in-the-cloud/ ---------------- Limitations -------------- The 1-Click deployment of software stack offered on the AWS Marketplace pretty much runs everything on a single EC2 instance. By default, the database and other persistence dependent services are confined to the ephemeral storage or instance storage of the EC2 instance. This is a very risky proposition as the data will be lost completely in the case of an instance failure. I wouldn’t be comfortable even running a non mission-critical application like a WordPress blog on EC2 without attaching an EBS volume. Launching a LAMP or Tomcat stack with 1-Click is great for a small proof-of-concept or a demo but no one would attempt this for a production application. Moving to the Cloud is not just about forklifting an app from on-premise server or a hoster to a VM. It is definitely much more than that! AWS Marketplace squarely focuses just on compute by launching an EC2 instance with pre-configured stack without considering any of the essential building block services like storage, networking and databases. Load Balancer limitations: For example, the Amazon EC2 instances launched through the Marketplace cannot be added to an Elastic Loadbalancer. I attempted to launch 2 instances of the free Tomcat 6.0/MySQL Stack provided by OpenLogic and adding them to an Elastic Loadbalancer. ELB threw an error and refused to add the instances. This is a huge limitation for any real world web application that intends to run on a Tomcat instance launched via the Marketplace. I wouldn’t be comfortable running my web application in just one instance without any possibility of scaling out in the future. you cannot attach the EBS root volume of an instance launched via the Marketplace as a non-root device to another instance. This is a very common scenario for EC2 customers. When an EBS backed EC2 instance crashes, customers typically try to attach the EBS root volume of the faulty EC2 instance to a healthy instance to recover the data http://cloudstory.in/2012/04/aws-marketplace-an-oversimplification-of-the-cloud/
  4. Integrated 1-Click deployment into its service, allowing users to quickly purchase and launch pre-configured software and pay by the hour or monthly. The charges are collated and added to a customer’s existing AWS bill. Instead of wading through word-of-mouth recommendations and then trying to set up the new solution, Amazon takes away the hassle and does it all for its users by providing peer reviews and charging usage fees to their existing AWS account. http://thenextweb.com/insider/2012/04/19/amazon-launches-aws-marketplace-provides-third-party-tools-and-services-for-customers-in-the-cloud/ ---------------- Limitations -------------- The 1-Click deployment of software stack offered on the AWS Marketplace pretty much runs everything on a single EC2 instance. By default, the database and other persistence dependent services are confined to the ephemeral storage or instance storage of the EC2 instance. This is a very risky proposition as the data will be lost completely in the case of an instance failure. I wouldn’t be comfortable even running a non mission-critical application like a WordPress blog on EC2 without attaching an EBS volume. Launching a LAMP or Tomcat stack with 1-Click is great for a small proof-of-concept or a demo but no one would attempt this for a production application. Moving to the Cloud is not just about forklifting an app from on-premise server or a hoster to a VM. It is definitely much more than that! AWS Marketplace squarely focuses just on compute by launching an EC2 instance with pre-configured stack without considering any of the essential building block services like storage, networking and databases. Load Balancer limitations: For example, the Amazon EC2 instances launched through the Marketplace cannot be added to an Elastic Loadbalancer. I attempted to launch 2 instances of the free Tomcat 6.0/MySQL Stack provided by OpenLogic and adding them to an Elastic Loadbalancer. ELB threw an error and refused to add the instances. This is a huge limitation for any real world web application that intends to run on a Tomcat instance launched via the Marketplace. I wouldn’t be comfortable running my web application in just one instance without any possibility of scaling out in the future. you cannot attach the EBS root volume of an instance launched via the Marketplace as a non-root device to another instance. This is a very common scenario for EC2 customers. When an EBS backed EC2 instance crashes, customers typically try to attach the EBS root volume of the faulty EC2 instance to a healthy instance to recover the data http://cloudstory.in/2012/04/aws-marketplace-an-oversimplification-of-the-cloud/
  5. 2012: Heroku’s add-on marketplace launched three years ago with 12 add-ons. Since that time, 85 service providers have launched add-ons, attracting more than 4 million installs from developers. Companies offering add-ons include Amazon RDS, Cloudant, Loggly, New Relic, SendGrid, Xeround, and Zencoder. Read more at http://venturebeat.com/2012/12/04/heroku-add-on-marketplace/#ewfcm3ceJ4Xx0J1z.99 Self-service interface – Providers can create and manage their add-ons, features, benefits, and plans, allowing them greater flexibility for testing and marketing products. Services can be deployed, configured, and integrated into apps with one-click. • Marketing best practices – New listing pages provide customization for each add-on including best practices on marketing and customer engagement. Templates are included for creating new documentation, embedding documentation into sales pages, easy plan comparisons, personalized branding and visibility into analytics and marketplace performance so that no dedicated team of marketing specialists is required. • Complete billing services – The program takes care of all aspects of the billing process for users including failed payments, declined cards, fraud, and payment and bank transaction fees. This protects providers from financial risks associated with integrating with payment gateways, fraud, and failed, declined, or expired credit cards. • Dedicated support – Heroku’s support team will provide dedicated developer support, saving providers time by handling integration issues for them. A dedicated sales team is also available to help sell the Heroku platform along with providers’ integrated services. Heroku customers include Walmart, Macy’s, Activision Blizzard, and GroupMe. Read more at http://venturebeat.com/2012/12/04/heroku-add-on-marketplace/#ewfcm3ceJ4Xx0J1z.99 Read more at http://venturebeat.com/2012/12/04/heroku-add-on-marketplace/#ewfcm3ceJ4Xx0J1z.99 2012: n November 2010, Heroku was king of the platform-as-a-service startups, hosting 100,000 applications all written in Ruby. Today, Heroku is still arguably the PaaS king, but it’s operating on a slightly larger stage. It’s now part of the Salesforce.com family and, according to former Heroku CEO and current Salesforce.com VP of Platforms Byron Sebastian, is hosting more than 1.5 million applications — an increase of approximately 15x in less than 18 months. Twelve to eighteen months ago, all our traction was with individual developers,” Sebastian said (it added 34,000 in 24 hours after unveiling a Facebook partnership in September). Now, however, enterprise developers using Force.com look at Heroku for new types of applications not well-suited for that platform. Java support, as well as a general trust in the Salesforce.com brand, helps make that decision easier. “at least 50 percent of the apps are in languages that are not Ruby,” Sebastian told me during a recent phone call. Java, Python and Node.js, in particular, are really catching on, he said. 2010: According to Heroku, in a survey, nearly 30 percent of its customers said they are building mobile apps, and nearly 60 percent indicated a high interest in developing mobile offerings. Heroku currently has over 83,000 apps (mobile and web) using its platform. Some of the more popular apps are doing 1,000 to 3,000 http requests per minute. Many are offering mobile-friendly HTML, but many are also using RESTful interfaces. http://gigaom.com/cloud/heroku-mobile/ Force.com Salesforce AppExchange marketplace 77,300 $300 security review fee, followed by $150 each subsequent year.
  6. 2012: Heroku’s add-on marketplace launched three years ago with 12 add-ons. Since that time, 85 service providers have launched add-ons, attracting more than 4 million installs from developers. Companies offering add-ons include Amazon RDS, Cloudant, Loggly, New Relic, SendGrid, Xeround, and Zencoder. Read more at http://venturebeat.com/2012/12/04/heroku-add-on-marketplace/#ewfcm3ceJ4Xx0J1z.99 Self-service interface – Providers can create and manage their add-ons, features, benefits, and plans, allowing them greater flexibility for testing and marketing products. Services can be deployed, configured, and integrated into apps with one-click. • Marketing best practices – New listing pages provide customization for each add-on including best practices on marketing and customer engagement. Templates are included for creating new documentation, embedding documentation into sales pages, easy plan comparisons, personalized branding and visibility into analytics and marketplace performance so that no dedicated team of marketing specialists is required. • Complete billing services – The program takes care of all aspects of the billing process for users including failed payments, declined cards, fraud, and payment and bank transaction fees. This protects providers from financial risks associated with integrating with payment gateways, fraud, and failed, declined, or expired credit cards. • Dedicated support – Heroku’s support team will provide dedicated developer support, saving providers time by handling integration issues for them. A dedicated sales team is also available to help sell the Heroku platform along with providers’ integrated services. Heroku customers include Walmart, Macy’s, Activision Blizzard, and GroupMe. Read more at http://venturebeat.com/2012/12/04/heroku-add-on-marketplace/#ewfcm3ceJ4Xx0J1z.99 Read more at http://venturebeat.com/2012/12/04/heroku-add-on-marketplace/#ewfcm3ceJ4Xx0J1z.99 2012: n November 2010, Heroku was king of the platform-as-a-service startups, hosting 100,000 applications all written in Ruby. Today, Heroku is still arguably the PaaS king, but it’s operating on a slightly larger stage. It’s now part of the Salesforce.com family and, according to former Heroku CEO and current Salesforce.com VP of Platforms Byron Sebastian, is hosting more than 1.5 million applications — an increase of approximately 15x in less than 18 months. Twelve to eighteen months ago, all our traction was with individual developers,” Sebastian said (it added 34,000 in 24 hours after unveiling a Facebook partnership in September). Now, however, enterprise developers using Force.com look at Heroku for new types of applications not well-suited for that platform. Java support, as well as a general trust in the Salesforce.com brand, helps make that decision easier. “at least 50 percent of the apps are in languages that are not Ruby,” Sebastian told me during a recent phone call. Java, Python and Node.js, in particular, are really catching on, he said. 2010: According to Heroku, in a survey, nearly 30 percent of its customers said they are building mobile apps, and nearly 60 percent indicated a high interest in developing mobile offerings. Heroku currently has over 83,000 apps (mobile and web) using its platform. Some of the more popular apps are doing 1,000 to 3,000 http requests per minute. Many are offering mobile-friendly HTML, but many are also using RESTful interfaces. http://gigaom.com/cloud/heroku-mobile/ Force.com Salesforce AppExchange marketplace 77,300 $300 security review fee, followed by $150 each subsequent year.
  7. RightScale has figured out that across its user base, 87 per cent of the compute capacity managed by RightScale is coming from customers that span more than one cloud provider and more than one cloud type CloudStack from Citrix Systems, Eucalyptus from Eucalyptus Systems, and OpenStack, the open source alternative championed by NASA and Rackspace Hosting. On the traditional public cloud front, where companies have their own proprietary infrastructure cloud tools and controllers, RightScale supports Amazon Web Services, Datapipe, IDC Frontier (a subsidiary of Yahoo! Japan), Logicworks, Rackspace Cloud, and SoftLayer. the free edition of the tool is now used by over 45,000 system administrators, over the past two years, the amount of revenue per customer that the company has been able to wring out of paying customers has grown by a factor of 2.5. Moreover, the number of processor cores under management across all RightScale users has doubled over the past year, and the number of virtual server instances launched by the RightScale service is now north of 3.84 million. The time it has taken to add each successive million virtual servers under management has been cut in half, which is another way of saying that the amount of deployed infrastructure is riding a nice hockey stick curve. (The company says nothing about how many virtual servers have been retired, of course.) http://www.theregister.co.uk/2012/03/27/rightscale_hybrid_clouds/
  8. RightScale has figured out that across its user base, 87 per cent of the compute capacity managed by RightScale is coming from customers that span more than one cloud provider and more than one cloud type CloudStack from Citrix Systems, Eucalyptus from Eucalyptus Systems, and OpenStack, the open source alternative championed by NASA and Rackspace Hosting. On the traditional public cloud front, where companies have their own proprietary infrastructure cloud tools and controllers, RightScale supports Amazon Web Services, Datapipe, IDC Frontier (a subsidiary of Yahoo! Japan), Logicworks, Rackspace Cloud, and SoftLayer. the free edition of the tool is now used by over 45,000 system administrators, over the past two years, the amount of revenue per customer that the company has been able to wring out of paying customers has grown by a factor of 2.5. Moreover, the number of processor cores under management across all RightScale users has doubled over the past year, and the number of virtual server instances launched by the RightScale service is now north of 3.84 million. The time it has taken to add each successive million virtual servers under management has been cut in half, which is another way of saying that the amount of deployed infrastructure is riding a nice hockey stick curve. (The company says nothing about how many virtual servers have been retired, of course.) http://www.theregister.co.uk/2012/03/27/rightscale_hybrid_clouds/
  9. Any app - All clouds