service provider as a distribution channel with aps standard
Post on 01-Nov-2014
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Architect
Max Kuzkin, Parallels
Service Provider as a
Distribution Channel
with APS Standard
What IT needs do SMBs have?
High-level grouping
Web Presenceand Web Apps
Communicationand
Collaboration
Infrastructure
Software as aService (SaaS)
Where do SMBs Buy Hosting and Cloud Services?
Traditional Hosters11
Communication Service Providers22
Value Added Resellers (VARs) and Distributors
33
Why buy from these three provider groups?
Traditional Hosters11
Communication Service Providers22
Value Added Resellers (VARs) and Distributors
33
New SMBs originally buy these services …New SMBs originally buy these services …
DomainDomain
Website HostingWebsite Hosting
Internet Connections
Internet ConnectionsBroadband / NetworkingBroadband / Networking
Phone LinesPhone Lines
ComputersComputers
Other Hardware
Other Hardware
SoftwareSoftware
… and then buy other Value-Added Services
as they grow
2020Clouds: ~$1,500B
The market is moving toward all IT players competing in the cloud
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
Next major question for Service Providers?
End-Users: need multiple
services
End-Users: need multiple
services
SymantecAPISymantecAPI
SymantecUI
SymantecUI
McAfeeAPIMcAfeeAPI
McAfeeUI
McAfeeUI
O365APIO365API
O365UI
O365UI
How to create a combined offering
of services?
How to create a combined offering
of services?
Many services:each with its own API and UI
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
What is APS?
Para
llels
Aut
omati
on
Provider Control PanelProvider Control Panel
ViewView
McAfeeAPS PackageMcAfee
APS Package
AppREST APIhttps://app/
AppREST APIhttps://app/
ViewView
ViewViewViewView ……
Application Navigation
Application Navigation
End-UsersEnd-Users
ViewView
ViewView
SymantecAPISymantecAPI
SymantecUI
SymantecUI
McAfeeAPIMcAfeeAPI
McAfeeUI
McAfeeUI
O365APIO365API
O365UI
O365UI
SymantecAPS Package
SymantecAPS Package
AppREST APIhttps://app/
AppREST APIhttps://app/
ViewView
ViewViewViewView ……
Application Navigation
Application Navigation
O365APS Package
O365APS Package
AppREST APIhttps://app/
AppREST APIhttps://app/
ViewView
ViewViewViewView ……
Application Navigation
Application Navigation
What is APS?
APS PackageAPS Package
https://app.isv.com/https://app.isv.com/
ApplicationREST API
ApplicationREST API
ViewView
ViewViewViewView ViewView
NavigationNavigation
ServiceService
ServiceAPIServiceAPI
ServiceUI
ServiceUI
Hosting PlatformHosting Platform
APS defines standard way to expose any service to the Hosting Platform.
It’s a “bridge” between services APIs and UIs.
What does APS provideStandardized 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.
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
CloudCloud
Gold SampleGold Sample
Silver SampleSilver Sample
ProviderProvider CustomerCustomer
VPS ManagementVPS Management
VPSVPSWeak; Collection;Weak; Collection; Strong; Single;Strong; Single;
Strong; Single;Strong; Single;
Weak; Collection;Weak; Collection;
Weak; Collection;Weak; Collection;
Strong; Single;Strong; Single;
SubscriptionSubscription
Strong; single;Strong; single;
Weak; Collection;Weak; Collection;
BillingBilling
Strong; single;Strong; single;
Weak; single;Weak; single;Before UpsellBefore Upsell
Strong; Single;Strong; Single;
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
ProviderProvider CustomerCustomer
VPS ManagementVPS Management
VPSVPSStrong; Single;Strong; Single;
Strong; Single;Strong; Single;
Weak; Collection;Weak; Collection;
SubscriptionSubscription
Strong; single;Strong; single;
Weak; Collection;Weak; Collection;
BillingBilling
Strong; single;Strong; single;
Weak; single;Weak; single;
CloudCloud
Gold SampleGold Sample
Silver SampleSilver Sample
Weak; Collection;Weak; Collection;
Weak; Collection;Weak; Collection;
Stro
ng; S
ingl
e;St
rong
; Sin
gle;
AfterUpsellAfter
Upsell
APS Resource Graph and Service Plans
APS UI Integration
Where to read more?
• http://www.parallels.com/products/automation/• http://apsstandard.org/
Thank You!
Questions?mailto: maximk@parallels.com
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