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The marketplace for cloud resourcesA new era of IT sourcing

www.dbcloudexchange.com

The debate over the benefits of cloud technology has been settled. With consistent savings of 70 per cent over self-managed infrastructure, the cloud already plays a significant role in corporate IT, one which will grow in importance over time.

Recognising the increased industry investment in cloud technology, Deutsche Börse will use its market expertise to reduce cloud adoption hurdles. With a proven track record of building efficient mar-kets, Deutsche Börse has made a strategic decision to move into commoditising cloud infrastructure as a service (IaaS) and is developing the premier ven-dor-neutral marketplace for IaaS resources.

Founded in May 2013, Deutsche Börse Cloud Exchange (DBCE) will establish a secure, transpa-rent and liquid spot market for IaaS resources. The exchange is planned to go live in 2014.

Addressing current cloud market hurdlesWhen purchasing IaaS resources, buyers seek to avoid solutions that limit their flexibility, make au-tomation more difficult or which are highly complex due to a lack of transparency. Deutsche Börse Cloud Exchange addresses market inefficiency, as both buyers and sellers can benefit from the strategic and infrastructural advantages it conveys.

Deutsche Börse Cloud Exchange at a glance:

Allows multiple IaaS providers to offer resources to consumers in one place.

Allows buyers to select from a wide range of sellers.

Provides product consistency throughout the marketplace.

Provides standardised contracts for all market participants.

Acts as an independent market operator. Provides neutral governance. Defines a simple and broad product portfolio for buyers to choose from.

Deutsche Börse Cloud Exchange benefits both buyers (consumers) and sellers (providers)Deutsche Börse Cloud Exchange will offer standar-dised products, allowing an accredited seller to con-tract with any registered buyer in a unified market and legal framework. Interoperability between multi-ple cloud providers will be enabled through standar-dised interfaces and a thin cloud management layer designed by the innovative cloud software provider Zimory. This will allow buyers and sellers to easily connect to the cloud marketplace.

Deutsche Börse Cloud ExchangeThe marketplace for cloud resources

Currently : Bilateral process 1. RFI / RFP

2. Legal assessment

3. SLA establishment

4. Monitoring

High cost of sales / procurement (recurring)

3 – 6 months 3 – 6 months 3 – 6 months

60 seconds

High monitoring-costs

Deutsche Börse Cloud Exchange

Upcoming: DBCE process1. Admission to marketplace 2. DBCE ECO setup

Standard productsStandard contractsStandard SLAsSettlement & Monitoring

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Timeline Deutsche Börse Cloud Exchange AGQ4 / 2012Projectkick-off

Q1 / 2013Prototypeavailable

Q2 / 2013DeutscheBörse CloudExchange AGfounded

Q3 / 2013Productspecificationsfinalised

Q2 / 2014Start testingphase

2014Go-livespot market

Q2 / 2013Simulationenvironmentready

Completed Upcoming

HL + Legende in InDesign

Timeline Deutsche Börse Cloud Exchange

Completed

Upcoming

Using Zimory’s neutral cloud technology for settlement

Zimory’s IaaS management software will be used for the

settlement process of Deutsche Börse Cloud Exchange.

The Zimory technology features open APIs, scalability,

multi-tenancy and a decoupled architecture. As a neutral

software, it enables cloud consumers and cloud provi-

ders to buy, sell and manage capacities quickly and ea-

sily, without being locked into the technology or offering

of any cloud provider or cloud management stack.

Benefits for buyers include:

Transparent, flexible and on-demand purchasing of standardised cloud resources.

Real-time price comparison of different cloud- providers.

Data locations selectable through Governing Regions.

Compliance: DBCE supports regulatory compliance through the definition and surveillance of the provider admission process, as well as transparent data protection regulations.

“One Cloud” concept: one interface to different cloud-providers, standardised legal framework and processes, integrated billing system.

Orchestration of resources from different providers will be much simpler.

Ability to resell spare capacity on the exchange.

Benefits for sellers include:

Access to a huge sales channel, as product offering is exposed to all exchange participants.

The ability to convert existing IT assets into profit centres.

Automated resource availability and pricing through a central interface.

Access to a platform where seller profiles, unique selling propositions and services can be described.

Trading interfaces enable automated capacity management and pricing.

Standardised interfaces will allow the realisation of market roles such as Cloud Broker.

Reduced administration – customer billing is managed and processed by the exchange.

All standards for the tradable IaaS resources are defined and controlled by the neutral exchange, ma-king it easier for buyers to compare offerings and for sellers to structure and operate their infrastructure.

Deutsche Börse Cloud Exchange will eliminate ven-dor lock-in and allow any buyer to contract with any seller, providing on-demand access to open-end or fixed-term IaaS resources. The standardised, global set-up will ensure a defined quality of service through universal admission criteria for all market partici-pants. Legal certainty is provided with standardised service level agreements (SLAs) that are monitored and enforced by Deutsche Börse Cloud Exchange to assure a fair and manipulation-free trading, pricing and billing.

Vendor lock-in

Up to 1.5 years

contrasting period

High cost of information,

procurement and monitoring

Any buyer can contract with

any seller within 60 seconds

On-demand resources

Greatly decreased time-to-market

Shifting CapEx to OpEx / decreasing time-to-marketThe ability to easily scale IT infrastructure up and down will reduce the problem of underprovisioning along with the associated hardware and personnel costs. Additionally, buyers will be able to shift CapEx to OpEx and benefit from greatly decreased time-to-market.

Product types and market surveillanceThe initial set of products available on Deutsche Börse Cloud Exchange will be characterised as follows:

1. Asset classes: Storage, compute and memory.

2. Product parameters: Contract duration (open-end or fixed-term), location and platform allow users to choose the data centre location (gover-ning region) and platform where their data will be stored and processed.

3. Admission and market surveillance: Prior to being admitted to Deutsche Börse Cloud Ex change, each participant is required to undergo the Deutsche Börse Cloud Exchange admis sion process and must agree to accept and follow specific rules and standards. Availability monitoring and benchmarking will ensure pro-duct quality among all registered IaaS providers.


2. Legal assessment


4. Monitoring



60 seconds













Completed Upcoming


Currently : Bilateral process

Upcoming: DBCE process


2. Legal assessment


4. Monitoring



60 seconds













Completed Upcoming


Over the counterIn addition to the standardised product offering, market participants will be able to negotiate spe-cific requirements bilaterally ”over the counter“ (OTC). OTC trading enables the buying and selling of customised contracts. Deutsche Börse Cloud Exchange will provide the trading platform, process the billing / payments and prepare the contractual framework.

ConclusionThe value of cloud computing has been long esta-blished, but long-term, time-consuming, bilateral contracts and a lack of transparency have limited its potential. Deutsche Börse Cloud Exchange addresses both the needs of cloud providers and cloud consumers by defining standardised IaaS products and making them available on a ven-dor-neutral trading platform.

Deutsche Börse Cloud Exchange will not only address the risks associated with extended, bilateral contracts but also drastically reduce time-to-mar-ket. It allows businesses to act in a demand-driven manner and secure prices for future demand.

The exchange will drive the adoption of cloud services and remove barriers such as vendor lock-in and lack of interoperability. It will enable IT resour-ces to be traded like other commodities, such as energy and gold, within minutes.

Deutsche Börse Cloud Exchange will provide an ef-ficient and global marketplace with equal treatment of buyers and sellers, guaranteeing legal certainty and a standard quality of service through universal admission criteria for all market participants.

Publisher:Deutsche Börse Cloud Exchange AGMergenthalerallee 5565760 Eschborn

Contact:Phone +49-(0) 61 96-204 84-0E-Mail [email protected]

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