ISVs and Hosters – Working Together

May 19-20 l Washington, DC l Omni Shoreham

ISVs and Hosters – Working Together

Soeren von Varchmin

Vice President SaaS, Parallels

Parallels - Optimized Computing2

Agenda

• Who is here at the Summit?

• This is YOUR Opportunity

• This is the Parallels’ Ecosystem

• Programs for ISVs

• Programs for Service Providers

• News Announcements

• Call to Action

• Learn More


Who’s Here at the Summit?

Service Providers at Summit = 450



ISVs at Summit = 100



Action for you at Summit: Introduce Yourself to One Another!

Service Providers and ISVs


Agenda







• Call to Action

• Learn More


SaaS Opportunity

• 5% of new business software deployed as a service – 2005

• 25% of new business software deployed as a service – 2011

• Opportunity $8B (2006) => $40B (2011) 50 million SMB customers

• Types of applications CRM, web conferencing, web

content management, HR, supply chain, collaboration, email, and more

0%

5%

10%

15%

20%

25%

2005 2011

SaaS % of Business Software Marketopportunity: $8B increasing to $40B

Example Case:• 55% of IBM’s over 10,000 PartnerWorld ISVs are considering offering Software as a Service*

* IBM PartnerWorld Survey


SaaS Delivery Methods – Manual Approach

• Service Provider “do it yourself” method Partner with ISV: test, contract, provision,

offer applications in a serial, one-by-one approach

• ISV “offer on my own” Partner with Hoster: then license/market more Host own Application: do it themselves Special Case Compile: for specific channel

• Practical limitations to consider: Strategy, available resources, market window, marketing,

versioning, licensing, billing, ROI requirements $ ?Was all this worth it?


Parallels SaaS Approach to Bridge Gap

• Straightforward Approach to SaaS No complex SDKs

• Integrate ecosystem experiences/method Help create a common playing field

• Address/help with practical considerations Resources, licensing, billing, market window

• Create Opportunities Economies of Scale, Reduced Costs, Wide Choice of Apps,

Extensive Sales Channel

Parallels wants to bridge the Ecosystem Gap to make this SaaS Opportunity REAL for you!


Agenda







• Call to Action

• Learn More


SaaS – Ecosystem

Independent Software Vendor

APS ApplicationPackaged and Certified

Virtuozzo Templates

Service ProvidersISVs Users

SaaS Clients

• Corporations• SMBs• SoHos• Individuals

SaaS ApplicationSubscribers

World-Wide Channel of Service Providers

APS ProviderAccess to hundreds of APS Applications

SaaS ServicesSaaS Applications

$ $

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There is ROI in SaaS for both SPs and ISVs


Parallels Vision – Optimized Computing

Ecosystem

Consumer & Business (On Premise)

Service Provider(Hosted & SaaS)

Usage Model

Solutions

APS Standard APS Catalog &Marketplace

Virtual Templates & Appliances

AutomationDev Platform

Desktop Workstation Server Containers

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Parallels Open Platform

The Ecosystem is key to realizing the SaaS Opportunity; for both SPs and ISVs


ISVs (Application Owners)

Application Packaging Standard (APS)

Hosting Providers(Control Panels)

• The APSstandard is a packaging format which makes it easy for hosting providers to offer ISV Applications via SaaS

• Businesses and end-users benefit with subscription model

Hosting Providers• Benefits:

– Access to more applications– Easier to install and maintain

applications

• Use an APS enabled control panel– Use a Parallels control panel– Use the APS format specification to

make a control panel APS compliant• Become APS certified

– Independent certification process

• Benefits– Package your application only once– Distribute your application through

multiple hosting providers

• Complete APS documentation and Catalog at APSstandard.com

– Use Parallels SaaS Development Kit to package your application

– Parallels Technical Network Support– Parallels offers a SaaS FastTrack to

get to market faster

ISVs(Applications)


Parallels Virtuozzo Containers Templates

• Virtuozzo Templates to easily install Applications• Virtual Appliances utilize pre-configured virtual

environments to target specific markets and verticals

Over 588 Parallels Virtuozzo Containers Templates and growing!


Agenda







• Call to Action

• Learn More


• No Fee at APSstandard.com for APS Enabling Get your Application APS Certified as Gold or Silver Parallels supplies Development Kit and packaging/certification help

• Optional: Parallels FastTrack ISV Program Fee based: Standard, Premium and Ultimate Levels Leverage Parallels Sales, Marketing, Technical Staff & Infrastructure Facilitate business opportunities with Providers and Co-Marketing

SaaS Programs for ISVs


Parallels FastTrack ISV Program• Optional Program to get ISVs started faster in SaaS

Assessment of your App for packaging, Priority follow through to completion Support to help you package your applications into APS format, Vz Template

or Plesk Module

• Co-Marketing Promotional Activities Highlight through Control Panels, Application Catalog and Parallels website,

Service Provider Newsletter Case Study, Whitepaper, Press Release, Event Booth

• Matchmaking with Key Service Providers• Participation in Parallels Service Provider Alliance

Program (Ultimate Level) Tailored for your business goals and your Brand Learn unique aspects of Service Provider Industry – what makes them tick Comprehensive understanding of Service Provider business models Personal help to develop relationships, schedule mtgs with analysts/journalists


Standard UltimateBenefits Premium

Parallels ISV FastTrack Program Summary

Application Packaging

• Assessment of Application, Training & Q&A Session

• Certifies application

• Standard plus

• Parallels helps ISV package up to 3 versions

• Standard plus

• Parallels helps ISV package up to 3 versions

Support • Priority support for questions • Dedicated contact for 3 months plus priority support

• Dedicated contact for 3 months plus priority support

Application

Advertising

• Highlighted on Parallels website once listed in application catalog

• Featured for 1 month on Parallels website once listed in the application catalog

• Application included in monthly Parallels newsletter

• Listed as a feature application for 1 month on Parallels website once listed in the application catalog

• Application included in monthly Parallels newsletter

Personal Match-making

• Introduction to 2 upper level hosting executives

• Introduction to 5 upper level hosting executives

• Visibility & promotion in Parallels Service Provider Alliance Program

Co-Marketing • Create press release

• Case study

• Discount invitation to Summit and Web Hosting Day (Germany)

• Standard plus

• Free invitation to Summit and Web Hosting Day (Germany)

• Discounts for exhibition and sponsorship at hosting events

• Standard plus

• Free invitation to Summit and Web Hosting Day (Germany)

• Discounts for exhibition and sponsorship at hosting events

Cost • $999 • $4,999 • $9,999


SaaS ISVs on FastTrack

www.interspire.com/

www.pinnaclecart.com/

www.magentocommerce.com/

www.invisionpower.com/

www.bvsoftware.com/

www.smartertools.com/

www.creloaded.com/

www.open-xchange.com/

www.epages.de/

www.sugarcrm.com/

www.voipnow.com/


Agenda







• Call to Action

• Learn More


• APS Partner “Uses Parallels Products” Default Level, Free, Not Certified or Audited Baseline for delivering APS-compliant applications

• APS Certified “Highest quality service” Certification levels as trusted providers for

delivering latest version of hosted applications Especially geared toward in-house control panels

and providers who wish to differentiate themselves

Gold ProviderSilver Provider

Partner

SaaS Programs for Service Providers


Service Provider Certification

Certifying your Infrastructure to APS

• 3rd Party Certification Service by Tier1 Research Will test and validate basic infrastructure for APS Compliance Process includes Install/removal of test suite of Gold APS Applications Testing covers both Linux and Windows Applications Services include: Certification, Renewals and Audits Fee based

Testing Certification Audits


Silver Provider Gold ProviderBenefits

APS Service Provider Certification Benefits

Co-Marketing • Listed on APSstandard.com

• Use of APS Silver logo

• Highlighted on APSstandard.com

• Use of APS Gold logo

• Highlight in all APS ISV Presentations

APS Gold/Silver Provider Promotion

• Visibility with Press/Analysts/Pubs

• Search Engine Optimization to drive traffic to APSstandard

• Highlight with Press/Analysts/Pubs

• Search Engine Optimization to drive traffic to APSstandard

Match Making • Personal Introduction to ISVs • Personal Introduction to ISVs

• Direct Link to FastTrack ISVs

Access to Development • Beta versions of APS API Software • Beta versions of APS API Software

Application Packaging • Optional 1 Application Packaged exclusively for Provider

Control Panel • Certification of 1 control panel • Certification of 1 control panel

Silver Provider Gold ProviderFeesInitial Certification Cost

• $2,500 for the first year • $10,000 for the first year

Certification Renewal • $1,250 annual renewal • every 12 months

• $5,000 annual renewal • every 12 months


SaaS Service Providers


Agenda







• Call to Action

• Learn More


SaaS - Parallels Open Platform News

Summit Announcements:• Parallels to Resell myLittleAdmin Web-based

Tool for Microsoft SQL Server • Solar VTG Strengthens Offerings with Smart

Online’s Onebiz Suite of SaaS Applications • Zend forms Partnership with Parallels to

optimize PHP applications for Hosters• Open-Xchange to Deliver Collaboration

Solution • VoIPNow for hosted PBX services to

businesses & residential users


Agenda







• Call to Action

• Learn More


Next Steps for ISV and SP

Let us help you get into SaaS Faster

ISVs• Get on the FastTrack at parallels.com/saas • Documentation and SaaS Application Catalog at www.apsstandard.com• Get Support through Parallels Technical Network (PTN)

Service Providers• Work with us to rapidly offer APS certified applications• Get Certified as a Gold or Silver Provider• OR..as an APS Partner with Parallels products designed for SaaS


Agenda







• Call to Action

• Learn More


SaaS – Learn More

• Learn More on APS Technology– in the Technical Track today @ 10:45AM

• Learn More on Revenue Opportunities– in the Business Track tomorrow @ 10:45AM

• Learn More on SaaS Ecosystem– Attend Industry Tracks to hear more on SaaS

– Absolute Performance, Nirvanix, Cloudmark, Softlayer, Zend, OpenXchange, PinnacleCart, VoipNow, SmartOnline, ePages, Mesh, mySQL, r1soft, enigmatic, mailsite


SaaS - Summary

• SaaS is a huge opportunity!

• Become part of the SaaS Ecosystem

• You guys need to work together/network

SaaS: Let’s Make it Real!


Agenda

• Backup


Silver Provider Gold ProviderFees

APS Certification Requirements and Fees

Initial Certification Cost• $2,500 for the first year • $10,000 for the first year

Certification Renewal • $1,250 annual renewal • every 12 months

• $5,000 annual renewal • every 12 months

Silver Provider Gold ProviderRequirementsSupport • Online Only • Phone and Online

Control Panel • APS-Compliant • APS-Compliant

APS Applications • Always offer at least 3 APS applications• Always offer at least 7 APS compliant

applications

Critical Security Fixes • Publish within 5 working days of Availability

General Fixes Updates • Publish within 3 Weeks of APS Packaged Application Availability

Gold ProviderSilver Provider

Documents

ISVs and Hosters – Working Together