Building your cloud portfolio
APS Connect
5th November 2014
Duncan Robinson, Parallels Business Consulting
Introduction to BCS
Who are we?
• Created 3 years ago in response to partner demand
Define the
strategy
• Strategy, Product management, GTM, Channel and expertise
• Focused on helping partners grow successful cloud businesses
• Part of new Customer Success organisation
Deploy the
solution
• Advisory or dedicated delivery model
Launch and grow
a successful
business
• Working with partners across the globe
2
Agenda for today’s presentation
1
2
3
Share market
observations and
insights
Ideas for
developing the
cloud portfolio
Group discussion:
Priority services
for SMB’s
3
Market observations
Cloud market evolution
INSIGHTS
• Service provider cloud adoption is
evolving
Hoster telco/
IT Provider distributors
• Hot topic is bundling
-Portfolios evolving beyond standalone
-Providers and ISV’s starting to bundle
cloud and core services
• Marketplaces fall short on
volume expectations
Multi-channel strategies, based on
segment, proving successful approach
4
Market observations
Latest customer insights
• SMBs are adopting more cloud services
• 50% SMBs today use only one service provider
• SMBs are open to bundles that make billing easy
Source: Parallels SMB Cloud Insights™ (Global), 2014
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Building your cloud portfolio
2 common questions
1
2
How many services
should I sell?
How do I develop
my portfolio?
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Building your cloud portfolio
How many services should I sell?
Online Backup &
Storage
File Sharing
Online CRM
Accounting
Hosted Email
Instant Collaboration
Web Conferencing
Payroll & HR
Web Hosting
Support/
Help Desk
Virtual Desktop (VDI)
Phone Conferencing
Source: Parallels SMB Cloud Insights™ (Global), 2014
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Parallels
Recommendation:
5-9 services per category
Building your cloud portfolio
Security concerns the major driver for business email
SMB
Enterprise
Top 3 concerns:
1. Security
2. Cost
3. Performance and availability
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Building your cloud portfolio
Developing a product portfolio for Communications and Collaboration
Anchor
Value Add
Tools & Utilities
Email
Web Conferencing
Email
Migration
Email Security
Voice Conferencing
Endpoint
Protection
Email
Archiving
Chat & Presence
File Sharing
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Building your cloud portfolio
Developing a product portfolio for Web Business Building
Anchor
Value-add
Web hosting
Web Site Builder
Tools & Utilities
Security
Backup
CDN
Mobile
Websites
E-Commerce
Social Media
Video
Content
AppointmentScheduling
Website
Security
SEM/Analytics/Ad Words
EmailCampaignMarketing
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Building your cloud portfolio
Business Applications growing in importance
• Business applications are predicted to be the fastest
growing category globally and especially in mature
European markets
• The category is fragmented and often driven by local
ISV’s rather than larger Global applications
• Opportunities may be driven by vertical segment –
Parallels have some interesting data
• There may be a requirement to onboard a local ISV
Recommendation:
Identify 2-3 volume opportunities for Business Apps
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Building your cloud portfolio
Opportunity to create bundled services
• Most marketplaces lack meaningful differentiation
• Integration and customization of multiple cloud services creates
differentiation
• Vertical-specific solutions will differentiate by providing
•
•
•
Comprehensive and relevant business solutions
Specialized apps/services
Vertical-specific marketplace
• Advice to SP’s/Resellers: Expand offerings to include integrated
service bundles that are business-value-oriented
• Prediction: By 2015, 50% CSB providers will develop integrated
vertical service bundles by company size
• Source: “Predicts 2014: Cloud Services Brokerage”, Gartner January 2014
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Building your cloud portfolio
GROUP DISCUSSION
What are the next
priority services for
you (and why?)
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How can Parallels help?
2 key services
GTM
Assessment
Service
Target Audience
• Existing PA Partners
APS
Advisory
Service
• Maximise your return on investment in
cloud services
• Provides actionable recommendations to
grow your business including:
 Portfolio development
 Optimising Online experience
 Building Channel footprint
Target Audience
• Existing PA Partners
• New PA Partners
• ISV community
• Reduce time to market and monetise new
APS 2.0 packages
• Combination of Business and Technical
consulting to define service and create new
package
• Includes project tracking and certification
• Can be initiated by PA partner or ISV
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Building your cloud portfolio
3 key takeaways
1
2
3
Expand your portfolio
to meet growing SMB
and sales channel
requirements
Pick the right
services based on
current portfolio and
channel capability
Talk to Parallels
about how we can
help
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Additional slides
APS Connect
5th November 2014
Duncan Robinson, Parallels Business Consulting
Building your cloud portfolio
How do I develop my portfolio?
Market assessment
Target customers
Categories
Anchor services
• Detailed assessment of market size by customer, service category
• Competitive landscape mapping and market attractiveness matrix
• Decide on target customer for cloud services based on market assessment and current
capability/service portfolio of resellers
• Agree on service categories to be addresses based on target customer /market
• Discuss number of services to be offered
• Discuss anchor services for each category to be addressed
• Discuss potential ISV partners for services
Roadmap
• Discuss phasing of launches and number of services for each release
• Agree services for first release and potential ISV’s
Delivery model
• Discuss delivery model for services and timing – Hosted v Syndicated
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