Introduction and Overview
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© 2014 IBM Corporation
IBM Cloud marketplace features IBM and Business Partner cloud services
 Comprehensive catalog including both
IBM and 3rd party offerings and
supported by multi-billion dollar
investments:
- Biz (line of business) features IBM’s
world class SaaS portfolio of 120+
applications
- Dev (developer) supports traditional
application styles (patterns) and new
application styles (composable
services/Bluemix)
- Ops (IT operations) features SoftLayer’s
high performance infrastructure
services
 Purpose built Solutions (e.g., Mobile,
DevOps) help you navigate the catalog
 Enables IBM customers to discover and
experiment with a broad portfolio of
offerings in a consistent way
http://ibm.com/cloud and click on Marketplace
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Business Partner services are a key part of the marketplace experience
 Customers discover our Business
Partner services:
- by Biz/Dev/Ops role,
- by Solution,
- in a dedicated area
 Business Partner services are:
- appropriate for the enterprise
cloud buyer
- run on or be deployable to
SoftLayer, or integrate with an
IBM premium platform service,
or integrate with or extend our
SaaS offerings
- support key Solutions (mobile,
devops, analytics, etc.)
 Offerings can qualify to integrate
with IBM premium platform
services, including:
- Bluemix (Cloud Foundry)
- PureApplication Service
(Patterns)
- High performance analytics
To join, click on Sign up, or email IBM at joinnow@us.ibm.com
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Cloud innovators are joining the IBM Cloud marketplace
Data Stores
Development Tools
Security
Operations Support
Messaging
Mobile
Analytics
Business Support
CloudAMQP
Active or being onboarded. More joining
every day…
IBM Confidential – Do not share or distribute
The IBM Cloud marketplace is designed for enterprise cloud services
Feature
Benefits
Promote IBM and Business Partners together
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Connects IBM customers with IBM and third party cloud innovators
Services aligned with key IBM SaaS, PaaS, and IaaS investments
Awareness driven by IBM marketing campaigns
Business Partners curated for enterprise applicability
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More targeted prospect audience
Easier to find the right service
Based on SoftLayer
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High performance, stable, secure global platform
Multiple deployment options including bare metal
Over 120 IBM SaaS properties
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Support of key business processes
Commitment to open standards (OpenStack, Cloud
Foundry)
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Freedom to deploy on multiple platforms
Multiple integration and capabilities – referral,
SoftLayer, patterns, Bluemix
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Multiple deployment options cater to broader customer needs
Business partners are active in days with a basic referral integration
Consistent interface to discover, try, and manage
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Easier to discover and try new services
Easier to manage multiple services
Rich profile capabilities, including videos, multiple
editions, keywords, ratings, recommendations
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More convenient customer experience
More compelling product placements
Rapid updates and self-service editing for better product experience
Business partners have a simplified, standard vendor
agreement with IBM
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Easier to manage multiple services
Single entry point for working with different IBM cloud offerings
Easier for customers to create solutions with IBM services
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How will IBM help Business Partners attract, convert, and retain customers?
PR & digital demand gen
IBM drives traffic to the
marketplace through PR, ad buys,
paid search, paid social media
placements, contextual targeting
(e.g., site referrals)
IBM product lines
IBM product owners behind over
200 marketplace properties such
as Bluemix drive marketplace
traffic
Badging
IBM will provide you assets to
associate your offering with us in your
own promotional campaigns
Merchandising
IBM offers a number of on-site merchandising
opportunities including: premium home page
placement of selected services, cross-selling
with IBM services, inclusion in solutions for
select services, and rotational, themed, and
performance-based placements
Dashboard & MyServices
Dashboard helps you see customer
usage patterns and trends.
MyServices brings customers back to
the marketplace to manage their
services, creating further
opportunities to cross-sell / upsell
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IBM may promote certain marketplaces services, include IBM’s own services, which
complement or compete with other marketplace services.
Sales force enablement
Select strategic services with
strong marketplace performance
may be eligible for enablement
to the IBM sales force
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Partners will benefit from IBM-led marketing to Cloud marketplace
Advertising: Unprecedented investment in U.S. cloud advertising in Q3 and Q4
• Print, OOH, TV, and digital will all drive to IBM Cloud and Cloud
marketplace landings. Partners will benefit from this boost in traffic.
Digital: Multi-million investment in paid media and search to Cloud marketplace
• Part of this will be specifically to drive traffic to marketplace solution pages
that feature marketplace partners
• Launching DG on 10/1 or earlier, directed at U.S. banners, retargeting,
contextual ads, search, and content modules
• Opportunity for co-marketing and partner-led digital marketing, including
affiliate or referral marketing
Field execution: IBM marketing programs execution by field marketing and sales
• Cloud, Software Group, Midmarket, and other brands will have programs
that will land their client journeys into marketplace for try/buy
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Business Partners are qualified to participate in IBM Cloud marketplace
Services:
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run on or be deployable to SoftLayer, or integrate with an IBM premium platform service,*
or integrate with or extend our SaaS offerings*
are enterprise class, in production and supporting paying customers
are single or multi-tenant, as-a-service cloud applications; or virtual machine images; or addon, plug-in or extension to a virtual machine environment; or virtual configured IT
environment that includes application code and is deployed on the cloud (e.g. Patterns, or
private cloud deployment)
align to IBM strategic imperatives
And are offered by Business Partners who:
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are based in any country (non-US business partner services must run in data centers outside
of the US)
must offer at least one priced edition, with a 30 day trial period.**
integrate into the IBM Cloud marketplace APIs for provisioning within 90 days of signing the
agreement
meet IBM procurement requirements of basic business viability
agree to the terms in the Marketplace Business Partner Agreement
*Will require additional IBM review, as services for IBM premium platform services must meet specific criteria
which could include additional technical integration and/or certification. See IBM premium platform services
in later slide.
**Offerings in IBM Bluemix must additionally have perpetual service defined free tier
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IBM Cloud marketplace offers premium platform services
Business partners must meet specific criteria for premium promotion options in addition to
the standard IBM Cloud marketplace criteria
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Participate in
Which is…
The benefits are …
IBM Bluemix
www.bluemix.net
IBM’s Cloud Foundry-based PaaS for rapid
application development and deployment
 Additional opportunity to market your
service in a purpose-built environment
 Special experience designed for
composable service development
 Integrated behind the scenes with
marketplace – one place to manage
your service listing
PureApplication Service
on SoftLayer, Patterns
In beta until Q4 2014
IBM’s ability to manage write-once, run
anywhere patterns that are the pre-defined
architecture of an application in a
deployable form.
Deployed on-premise, on SoftLayer, and in
hybrid cloud environments, with multiple
pattern platforms for public and private
clouds: PureApplication Service on
SoftLayer, Rapid Deployment Service for
SoftLayer, IBM Cloud Orchestrator on
SoftLayer, Private Modular Cloud (PMC)
 Supports interoperability between IBM
public cloud and private cloud
 Embeds manageability of services and
applications
 Deploy your pattern from marketplace
 These heterogeneous environments are
supported by a rich variety of IBM and
partner patterns in the IBM Cloud
marketplace catalog.
High performance
analytics capabilities
Now providing customer
POCs, GA in 4Q
IBM’s optimization for Hadoop and real
time analytics workloads running on
SoftLayer
'Analytics Optimized' clusters
Choice of leading enterprise analytics and
Big Data platform tools
 Performance optimization means faster
analytics at less cost to you
 You or your customers can manage
deployment directly from marketplace
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Bluemix Third Party Service Evaluation Criteria
1. Technology and user experience:
•
Cloud enabled, fit the service model
It needs to be a cloud offering, run on cloud instead
of downloadable. As a service provider, you must
respond to provisioning endpoint requests, create
an instance of your service and dynamically provide
credentials back to the provisioning request. It is
up to the service provider to manage all instances of
the service post-creation. (Recommend <10 sec
provisioning time)
• Expose APIs
As a composable service, it needs to provide public
APIs, so the APIs can
be invoked within the application
• Provide seamless user experience
Allow end user to navigate your service easily, also
with seamless
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How will IBM and Business Partners handle commerce?
 Commercial model will follow established marketplace models.
- IBM will invoice the customer and collect payment.
- Different options for metering and billing, including support for complex metering by
taking metering information from the Business Partner as part of the regular billing cycle.
- IBM retains a royalty.
- Business Partners will be responsible for their costs of delivery, including infrastructure.
 Business Partners continue to establish and maintain direct relationships with customers.
 Business Partners must ensure their services meet production SLAs with production level
support.
 First commercial capability launched in Q3 2-14, supporting US transactions with credit
cards. Additional functionality will be provided in successive upgrades, including support for
non-US transactions.
 Will support US federal government requirements for usage by federal users in 2015.
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Editions and Pricing
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Each marketplace service can have one or more Editions
(i.e., pricing plans)
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Each Edition can have one of the following Revenue Models
- Free
- One time
- Recurring
- Tiered
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All business partners must offer at least one priced edition, with a 30 day trial period.
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One time services are charged upon checkout. Any download service (e.g., pattern,
image) must be set up as a One time service.
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Recurring services can be charged per day or per month. Partial day or partial month
usage counts as a full day or month, respectively.
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Tiered services can combine multiple one time and recurring charges.
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Metered services (e.g., “$/user”) provide the most flexibility. Your service provides the
usage data, and IBM Cloud marketplace performs the calculations and billing. Most
common units of measurement are supported.
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All priced plans can have a setup fee.
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How do Business Partners participate in IBM Cloud marketplace?
1. Apply to Become a Business Partner
Complete and submit the Nomination Form to be considered for partnership in the
IBM Cloud marketplace.
2. Qualify for the IBM Cloud marketplace
We will review your form and reply as quickly as possible to discuss your service and
next steps. Some replies take up to two weeks, depending on your service. To
qualify for premium programs (e.g. Bluemix), services must meet additional criteria.
3. Accept the terms and conditions
Once you are invited to include your service, you will need to register for a Marketplace
Account and review and accept the terms in the IBM Cloud Marketplace Business
Partner Terms .
4. Create your initial listing (1-2 days)
After joining the IBM Cloud marketplace, you create your listing as a referral using
the self-service portal to provide basic information such as your service name and
description. IBM can create this initial listing for you.
5. Integrate your service to marketplace (3 weeks)
Within 90 days of signing the IBM Cloud Marketplace Business Partner agreement,
you must integrate your service to the IBM Cloud marketplace APIs. Services
designed for Bluemix must support an additional call. Details here > Business
Partner Guide | IBM Cloud marketplace
6. Qualify for integration to premium options (e.g. Bluemix) - Can be done in
parallel with steps 3 - 5
Prospective Bluemix, PureApplication Service on SoftLayer, or HPC Analytics
services must meet certain additional criteria. After qualification of your service,
we will populate the premium option. You can update your listing in IBM Cloud
marketplace, and changes will be made automatically to the premium option.
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How can Business Partners apply to IBM Cloud marketplace
Go to http://ibm.com/cloud, click on Marketplace, then click on Sign up
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Additional information
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IBM Bluemix
A composable services development environment accessible from marketplace
Run Your Apps
The developer can chose any language runtime or bring
their own. Just upload your code and go.
DevOps
Development, testing, monitoring, deployment and
logging tools allow the developer to run the entire
application
APIs and Services
A catalog of open source, IBM and third party APIs
services allow a developer to stitch together an
application in minutes.
Cloud Integration
Build hybrid environments. Connect to on-premises
systems of record plus other public and private clouds.
Expose your own APIs to your developers.
Extend SaaS Apps
Drop in SaaS App SDKs and extend to new use cases
(e.g,. Mobile, Analytics, Web)
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IBM Cloud analytics application services
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Purchase, provision, and manage
high performance clusters on
Softlayer, to improve the performance
of marketplace analytics workloads
and applications
Use the marketplace to purchase,
configure, and manage your clusters.
(Use your existing software license or
purchase separately. )
Integrated with leading analytics
software from IBM including
BigInsights, Streams and Cognos BI
Can be sold along with business
partner analytics applications
Hourly and monthly pricing options
Only available on IBM Cloud
marketplace
Now providing customer POCs,
GA in 4Q
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Screen shot of usage data
 Developer dashboard provides info about
products, orders, revenue, customers,
billing/invoicing, and payouts
 Dynamic reporting available on-line & source
data available via csv downloads
Customer
data
 Filters, drill down detail, & metrics
Order data
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Getting started with SoftLayer
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To Sign up for the free trial, please visit:
http://www.softlayer.com/info/free-cloud
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To sign up to become referral partners, please visit:
http://www.softlayer.com/referral-program
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If you’d like to become part of the Solution & Services Provider Program
(AKA Reseller Program). Please contact: Stella Clary at clary@us.ibm.com
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Updated SoftLayer Channel Models
Using Type
Referral
Program
Definition
Are in a position to refer new hosting customers to SoftLayer:
Business Partners receive monthly commission payments for referring customers to
SoftLayer that result in a signed contract (10% year 1, 8% year 2, 6% year 3)
Refer single or multiple accounts of at least $150 per month in customer billings.
Referred customers sign directly with SoftLayer
Examples include Application Developers, Consultants, Web Designers
For more information: http://cdn.softlayer.com/SoftLayer_Referral_Partner.pdf
Services &
Solution
Provider
Program
Buy IaaS offerings from SoftLayer at a discount (from 5 to 20%)
Hosting may be resold or delivered as a component of the Business Partner’s overall
solution. May or may not leverage SoftLayer’s brand.
Is responsible for Level 1 Support.
Examples include SIs, MSPs, Solution Providers, Distributors, and ISVs
Relationships are managed by the SoftLayer Channel Sales team
For more information: email Clary@us.ibm.com
What has / has not changed
• No change to the referral Business Partner program
• No change to terms and conditions for existing Business Partners in Hosting reseller program
• Simplified management by combining hosting reseller and strategic Business Partner programs
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Limited Time Offers for New Account Workloads on New PODs
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