Service Provider as a Distribution Channel with APS Standard

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/


ViewView

ViewViewViewView ……

Application Navigation


End-UsersEnd-Users

ViewView

ViewView

SymantecAPISymantecAPI

SymantecUI

SymantecUI

McAfeeAPIMcAfeeAPI

McAfeeUI

McAfeeUI

O365APIO365API

O365UI

O365UI

SymantecAPS Package

SymantecAPS Package



ViewView




O365APS Package

O365APS Package



ViewView




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;



SubscriptionSubscription

Strong; single;Strong; single;


BillingBilling


Weak; single;Weak; single;Before UpsellBefore Upsell


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;



SubscriptionSubscription



BillingBilling


Weak; single;Weak; single;

CloudCloud

Gold SampleGold Sample

Silver SampleSilver Sample



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/

http://www.parallels.com/products/automation/

http://apsstandard.org/

Thank You!

Questions?mailto: [email protected]

Service Provider as a Distribution Channel with APS Standard

Technology

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