the saas eco-system of the future

The SaaS Eco-System of the Future

Jü F G llJürgen F. Gallmann

CEO, visionapp AG

Agenda

Ab i i Ab i i About visionapp About visionapp

Business DriversBusiness DriversBusiness DriversBusiness Drivers

The SaaS Eco-SystemThe SaaS Eco-System

The visionapp Platform enabling the SaaS Eco-System The visionapp Platform enabling the SaaS Eco-System

19.03.2010 2© visionapp 2010

About visionapp

visionapp is a leading provider of a highly automated cloud and services aggregation platform enabling standardized or customized Software-as-a-Service S l ti f C t M di d S ll E t i Solutions for Corporate, Medium and Small Enterprises for public, private and hybrid cloud architecturesleveraging usage-based billing models.

• Spin-Off from Dresdner Bank • Corporate Headquarter Frankfurt, subsidiaries in Europe and US• Partner-centric Go-To-Market Model • 10 years experience in y p

• automated platform management• application management and delivery• virtualization and centralized architectures• billing and provisioning

• Running and licensing visionapp Cloud / Software-as-a-Service platform and automation software to our partners

• Developing individual cloud solutions with our partners (project-based)

19.03.2010 3© visionapp 2010

Business Drivers

Life Life TechnologyTechnologyEconomyEconomy

19.03.2010 4© visionapp 2010

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Our World is changing

• Connected life and work

• Always-on“ • „Always-on

• Increasing e-commerce shopping

• On-Demand consumption (power, communications, TV, etc.)

• Social networks

Life Life

• Economic crisis continues with soft recovery in 2010

D ith l “• „Do more with less“

• Ongoing layoffs and increasing unemployment rate

• Risk of growing inflation

• BRIC countries as growth engines for the world

EconomyEconomy

• Triple play becomes reality

• CAPEX to OPEX conversionCAPEX to OPEX conversion

• Cloud Computing and on-demand-services

• Re-centralization of application delivery

• Resource efficiency (Green)

B i t “

TechnologyTechnology

• „Bring your own computer“

19.03.2010 5© visionapp 2010

Top Priorities to manage Economic Crisis

Steps to Manage Economic Crisis% Responding

Reduce operating costs 7475

Increase productivity 4544

Reduce capital investments 3837

37Restructure

Introduce new products/services to gain market share from weakened

3728

3634

Nov 2009

Nov 2008

McKinsey & Co.

market share from weakened competitors

Hire talent that would not have been available otherwise

34

2216

3/19/2010 6© visionapp 2010

What Customers want from their ICT

Improve liquidity through CAPEX to OPEX conversionD ti li i ti f i f t t d ti tImprove liquidity through CAPEX to OPEX conversionD ti li i ti f i f t t d ti tFinancial BenefitsFinancial Benefits Drastic elimination of infrastructure and operating costPay-per-use, pay-as-you-go or time-based (rental)Drastic elimination of infrastructure and operating costPay-per-use, pay-as-you-go or time-based (rental)

Financial BenefitsFinancial Benefits

B i A ilitB i A ilitImmediate start/stop usage options to react to a volatile marketImmediate start/stop usage options to react to a volatile market

Business AgilityBusiness Agility Dramatically accelerate speed of innovation Be prepared for M&A / sell-off casesDramatically accelerate speed of innovation Be prepared for M&A / sell-off cases

Reliability and performance of ICT environmentReliability and performance of ICT environmentReliability & Reliability & y pFull data security and disaster recovery Compliance

y pFull data security and disaster recovery Compliance

Reliability & Security

Reliability & Security

Accelerate Deployment ProcessAccelerate Deployment Process

ProductivityProductivityAccelerate Deployment ProcessSimplify ICT usage Access everywhere, anytime, any device

Accelerate Deployment ProcessSimplify ICT usage Access everywhere, anytime, any device

Business Business Free up resources for market innovations Free up resources for market innovations Business InnovationBusiness

InnovationFree-up resources for market innovations Leverage latest technology for analyzing customer behaviorEnable new sales and marketing channels through communities

Free-up resources for market innovations Leverage latest technology for analyzing customer behaviorEnable new sales and marketing channels through communities

19.03.2010 7© visionapp

ICT must be a business enabler, not a burden!

The On-Demand Model drives the Future of ICT

Source Saugatuck Technology 2009

3/19/2010 8© visionapp 2010

Why Customers like the On-Demand Model

Rate the benefits commonly ascribed to the 'cloud'/on-demand model

(Scale: 1 = Not at all important 5 = Very Important)(Scale: 1 Not at all important 5 Very Important)

% responding 3, 4 or 5

3/19/2010 9© visionapp

Source: IDC Enterprise Panel, 3Q09, n = 263


19.03.2010 10© visionapp 2010

„Players“ within the SaaS Eco-System

Looking for offerings that deliver powerful solutions (“customer workspace”) to optimize the companies ICT, Looking for offerings that deliver powerful solutions (“customer workspace”) to optimize the companies ICT, End CustomerEnd Customer ( p ) p p ,organization, cost, agility and ease-of-use( p ) p p ,organization, cost, agility and ease-of-use

d Cus o ed Cus o e

Trusted advisor and Service Delivery partner to the End CustomerTrusted advisor and Service Delivery partner to the End Customer

Managed Service Partner

Managed Service Partner

Enabling the Managed Services Partner to provide a single customer workspace aggregating various Cloud/SaaS offerings

Enabling the Managed Services Partner to provide a single customer workspace aggregating various Cloud/SaaS offerings

PaaS ProviderPaaS Provider

Offering single or bundled applications and services through the CloudOffering single or bundled applications and services through the CloudSaaS ProviderSaaS Provider

D li i t i f t t t i ll i t li d D li i t i f t t t i ll i t li d Delivering computer infrastructure, typically a virtualized environment, as a serviceDelivering computer infrastructure, typically a virtualized environment, as a serviceIaaS ProviderIaaS Provider

Providing specialized or vertical expertise to customize ISV l ti d

Providing specialized or vertical expertise to customize ISV l ti d

Vertical & Solution Vertical & Solution solutions and processessolutions and processesSpecialistsSpecialists

Offering selected and/or customized information and interfaces to Social NetworksOffering selected and/or customized information and interfaces to Social Networks

Content Provider and Social Networks

Content Provider and Social Networks

3/19/2010 11© visionapp 2010

and Social Networksand Social Networks


Local IT at Customer ds

te

d Local IT at Customer

Cloud Services Hyb

rid

Pri

vat

Clo

ud

Managed PaaS-

Provider

SaaS-ProviderISV

ISV

ISV

ISV

End Customer W k l

gService Partner

Provider(Service

Aggregator)

IaaS Provider

SaaS-Provider

c C

lou

d

ISV

ISV

ISV

WorkplaceIaaS-Provider

Content-ProviderPu

blic

Vertical & Solution Specialists

Social Networks

19.03.2010 12© visionapp 2010



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Cloud Services Hyb

rid

Pri

vat

Clo

ud

Managed PaaS-

Provider

SaaS-ProviderISV

ISV

ISV

ISV

End Customer W k l

gService Partner

Provider(Service

Aggregator)

IaaS Provider

SaaS-Provider

c C

lou

d

ISV

ISV

ISV


Content-ProviderPu

blic


Social Networks

19.03.2010 13© visionapp 2010

Shielding the Complexity of the SaaS Eco-System with an Aggregation Platform

Automated billing and provisioningAutomated resource management Automated billing and provisioningAutomated resource management High AutomationHigh Automation Automated resource management Workflow management Automated resource management Workflow management

High AutomationHigh Automation

EfficientEfficient User self services User self services EfficientAdministration

EfficientAdministration

User self services User profile management Application configuration management

User self services User profile management Application configuration management

ISV Standard software integrationIndividual software integration Integrated workspace

ISV Standard software integrationIndividual software integration Integrated workspace

Application EnablementApplication Enablement

Multi Tenancy Multi Tenancy Supporting various channel models Full White Label capabilityIndividual reporting / billing

Supporting various channel models Full White Label capabilityIndividual reporting / billing

ConnectivityConnectivity Aggregation of Public and Private Cloud ServicesOpen connectors for apps, services and contentAggregation of Public and Private Cloud ServicesOpen connectors for apps, services and content

19.03.2010 14© visionapp

The visionapp Platform – Automation built-in

AccessOptions

Connected Framework

Service Integration

Connected Framework

Service Integration

Web-PortalAny Web Browser

Web-PortalAny Web Browser

Local ClientsPC, Laptop, Smartphone

Local ClientsPC, Laptop, Smartphone

Usage orDistribution O ti

StreamingStreaming Web/Browser

Web/Browser WTS/CitrixWTS/Citrix

Services for Mobile Cli t

Services for Mobile Cli t

Services forFixed ClientsServices forFixed Clients

Service IntegrationService IntegrationSmartphone Smartphone

Platform

Options BrowserBrowser ClientsClientsFixed ClientsFixed Clients

Business

Partnervisionapp

Shared Apps

Library

visionappShared

ServicesLibrary

PartnerDedicated

Partner AppLibary

Dedicated PartnerServiceLibh

Application & Service Library

Businessy

SelfServiceSelfService ConnectionConnection ProvisioningProvisioning ReportingReportingPlattform

yLibhary

Layer

ServerServer DatacenterDatacenter SecuritySecurity StorageStorageInfrastructureLayer

Database Database VirtualizationVirtualization Management ToolsManagement Tools DistributionDistribution

Layer

3/19/2010 16© visionapp 2010

Usage Variants of visionapp Platform

1

SaaS-Portal

with standard

1

SaaS

application portfolio

SaaS

Platform

SaaS-Portal with Selective

2 3

customized portfolio

and look (White Label)

outsourcing &

hybrid models

3/19/2010

Join the SaaS Eco-System


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Cloud Services Hyb

rid

Pri

vat

Clo

ud

Managed PaaS-

Provider

SaaS-ProviderISV

ISV

ISV

ISV

End Customer W k l

gService Partner

Provider(Service

Aggregator)

IaaS Provider

SaaS-Provider

c C

lou

d

ISV

ISV

ISV


Content-ProviderPu

blic


Social Networks

3/19/2010 18© visionapp 2010

Your Benefits from the SaaS Eco-System

Expand your competencies with new offeringCustomized ICT-BundelsAdress CAPEX to OPEX requirements

Expand your competencies with new offeringCustomized ICT-BundelsAdress CAPEX to OPEX requirements

Extend OfferingExtend Offering

Deepen Customer Relationship

Deepen Customer Relationship

One-stop-shop for your customerDeepen your customer relationship“IT Manager” & Cloud Consultant/Architect

One-stop-shop for your customerDeepen your customer relationship“IT Manager” & Cloud Consultant/Architectg /g /

Drive new recurring revenue streamUp-selling to existing customersC t h b d t ( t l IT)

Drive new recurring revenue streamUp-selling to existing customersC t h b d t ( t l IT)

Increase RevenueIncrease RevenueCatch new budgets (not only IT)Catch new budgets (not only IT)

Competitive Competitive Improve your market positionTake share from „traditional“ playersImprove your market positionTake share from „traditional“ players

PositionPositionTake share from „traditional playersEnhance your business eco-system Take share from „traditional playersEnhance your business eco-system

3/19/2010 19© visionapp

visionapp enabling your participationin the SaaS-Eco System

Leading Software & Services Portfolio out-of-th b Leading Software & Services Portfolio out-of-th b the-box Automated Provisioning, Reporting and Billing Customer Self ServiceInfrastructure, Middleware and DistributionService Aggregation

the-box Automated Provisioning, Reporting and Billing Customer Self ServiceInfrastructure, Middleware and DistributionService Aggregation

Ready to run SaaS-PlatformReady to run

SaaS-Platform

Single sign-onStreamed Web or Server based AppsSingle sign-onStreamed Web or Server based AppsUniversal WorkspaceUniversal Workspace

Service AggregationService Aggregation

Your SaaS Portal – your Brand Your SaaS Portal – your Brand

Streamed, Web or Server based AppsAccessible with any client and deviceStreamed, Web or Server based AppsAccessible with any client and device

Universal WorkspaceUniversal Workspace

Your SaaS Portal your Brand Your Business Model – your CustomersIntegrate your own Apps and Services

Your SaaS Portal your Brand Your Business Model – your CustomersIntegrate your own Apps and Services

White Label ModelWhite Label Model

100% Channel Ready100% Channel Ready

Reseller Control PanelMulti-Tenancy / MultilingualCo-Marketing & Business Modeling Low Invest – Low Risk

Reseller Control PanelMulti-Tenancy / MultilingualCo-Marketing & Business Modeling Low Invest – Low Risk

3/19/2010 20© visionapp

Thanks for your attention!

i i GWhere to find us ?Visit us at our boothat the hosting FAIR

visionapp Group

Corporate Headquarters

Helfmann-Park 2

D-65760 Eschbornat the hosting-FAIR

www.visionapp.com