Are you an ISV selling on-premises software? Do your customers ask for the power of your on-prem product but with the convenience of cloud delivery? What are the considerations and benefits from a licensing and pricing perspective? How can you minimize your technical, time and economic investments? Join AWS Customer and ISV Alfresco and AWS Premier Consulting Partner Cloudnexa while they have an open discussion around the process and benefits of delivering your ISV solution on the AWS Platform.
Hear about their experiences and join in a dialog discussing the process, benefits and challenges of these both emerging and traditional business models. Start-ups or established businesses looking to deliver a product on AWS infrastructure, or a fully managed cloud solution will benefit from the experiences the presenters will share in this session.
2. About the Presenters & Panel
Luis Sala - @LuisSala
Director, Technology Alliances
Alfresco Software
Lisa M. Brown
VP – Marketing & Sales Operations
Cloudnexa
3. This presentation is for you if:
• You are an ISV with a “traditional” on-prem
product looking for cloud-based delivery options.
• You’re an enterprise software customer looking
at options for leveraging cloud-based software
delivery with minimal effort.
7. Enterprises want to:
• Reduce complexity of operating enterprise software
– Abundance of disparate systems: ERP, ECM, CRM, etc.
• Increase reliability & availability of enterprise
systems
– Different vendor products require different upkeep processes
• Control costs
– Underutilized resources lead to wasted expense
9. ISVs want to:
• Extend product delivery options
– Reduce deployment friction
– Support additional platform stacks
• Meet customer demands & expectations
– “Instant gratification”, cloud-based delivery, transition to Op-Ex
• Enhance product capabilities
– Build a better, more “supportable” product
– Improved scalability, elasticity, reliability, etc.
– Provide features not available on-premises
10. One answer: Managed Cloud
• Enterprise applications deployed to AWS, managed
by Cloudnexa
• ISVs can offer a turn-key managed hosting service
for their products.
• Customers can offload the work and expense of
maintaining enterprise systems, saving time and
money.
12. About Alfresco
Alfresco is an ISV focused on
Enterprise Content Management
– Document Management
– Records Management & Compliance
– Digital Asset Management
– Workflow & Business Process Management
– Project Collaboration
13. Basic Product Details
Java-based server-side product
– Commonly deployed on-premises (including “traditional”
datacenters & hosting providers).
– Highly customizable via Java, HTML5 & RESTful APIs
Licensing:
– Yearly subscription (not perpetual licensing)
– Pricing based on # of cores and # of users
14. Here’s the rub…
Customers benefit from the customizability of an
on-prem product…
…but they also want the convenience and power
of cloud-based delivery.
15. So, where do we go?
1. Do nothing…
2. Build a cloud-based platform…
– We’re sort-of doing this but this is a major investment which will
take time and resources to implement completely.
3. Add “Managed Hosting” to our portfolio
– We’re investing in SaaS, becoming a managed services
provider (MSP) would distract from our objectives.
16. Managed Hosting
Success is dependent on:
1. Optimizing product for cloud
2. Finding a managed services provider
3. Successful go-to-market
21. Partner with Cloudnexa
• Offer Alfresco as a turn-key managed service.
– Rapidly deployed to AWS
– Managed by Cloudnexa:
• Price:
– Annual: Alfresco Subscription
– Monthly: AWS + Cloudnexa %
• Fully Supported:
– Tier 1 support by Cloudnexa, escalation to Alfresco & AWS as needed
– Run books, SLA, etc.
22. Why Cloudnexa?
Focus:
– Managed Services is all they do!
– 24/7/365 Operations & Solid SLA
– Strong AWS relationship
– Experience partnering with ISVs
– Does not conflict with System Integrators
Intellectual Property:
– vNOC: Virtual Network Operations Center
– Automation: Deploy in minutes
– SLA monitoring & enforcement
– Cost analysis & optimization
Business Model:
– Predictable Pricing based on percentage % of monthly AWS spend
– No lock-in, customers may leave if they wish
24. Go-to-Market Process
1. Finalize pricing & licensing
2. Package the offering
3. Rollout to sales, SI’s & customers
4. Establish feedback loop:
– Continuous monitoring and improvements
– Issue and fixes for one customer rolled out to all customers
25. Alfresco’s Pricing & Licensing Decisions
No Custom Cloud Pricing (yet)
– Support concerns and revenue recognition issues over utility & monthly billing.
– Instead, we’ve mapped core-based pricing to
BYOL: Bring Your Own License
– Easiest to implement, pricing stays as is.
– Pre-configured “packages” with pre-calculated cost estimates.
– For Alfresco, it’s a yearly subscription.
• Compared to SaaS:
– Salesforce, Box, Office 365, etc. all transition to yearly subscriptions for large customers.
31. Panelists
Luis Sala - @LuisSala
Director, Technology Alliances
Alfresco Software
Joel Davne
Chief Executive Officer
Cloudnexa
MODERATOR:
Lisa M. Brown
VP – Marketing & Sales Operations
Cloudnexa
Brian Matsubara
Sr. Manager – ISV Programs
Amazon Web Services
MJ DiBerardino
Chief Technology Officer
Cloudnexa
Michael Fuller
Head Infrastructure Alliances
Amazon Web Services