Business-Track breakout session presented by Paul Arnautoff, Director of Business Development at AppDirect. Two years ago, Pivotal Cloud Foundry partnered with AppDirect to launch a Services Marketplace to make it easier for Developers to find, buy and use the tools they need to build cloud software. With the recent development of Pivotal's V2 Service Broker, the AppDirect services catalog is now available through not only Pivotal Web Services, but also any private or public deployment of Cloud Foundry anywhere. In this discussion, Paul Arnautoff will highlight how AppDirect integrated with the CF Service Broker and is extending the consumption of 3rd party services across a growing network of PaaS marketplaces as well as how ISVs can integrate once with the services catalog to distribute through any Cloud Foundry deployment.

1. Bringing SaaS Add-on Services to Cloud Foundry
Powered by AppDirect
Paul Arnautoff June 11th, 2014
Presented By Date:

2. Whoami:
Cloud Foundry Summit 2014
 First business hire at AppDirect
 Previously led our ISV Program which
fostered 160+ API Integrations for
SaaS App Catalog
 Director of Business Development for
XaaS Parnterships
 Rackspace
 Pivotal
 Red Hat
 Samsung
Director of Business Development | XaaS & Emerging Markets Background:

3. Cloud Foundry Summit 2014
About AppDirect: The leading cloud marketplace and
management platform for global providers
HIGHLIGHTS
 HQ in San Francisco attracting strong local talent and leveraging major
ISV local relationships
 Largest dedicated CSB globally with 160+ Employees with offices in US,
UK, Germany, Argentina, Canada
 Recently secured $35M in Series C Funding from Mithril Captial, Peter
Thiel’s growth stage venture group
ACCOLADES
 Winner of Under the Radar Best in Show 2011
 Recognized as “Cool Vendor” by Gartner 2012
 JMP Top 100 2013 & CRN Top 20 Cloud
AQUISITIONS
 In 2012, AppDirect acquired jBilling, the world’s leading open source
billing solution company
 In 2013, AppDirect acquired Standing Cloud, the world‘s leading private
cloud marketplace platform.

4. 1 The Big Idea: Cloud Service
Brokerage2 Cloud Foundry Partnership
3 Service Broker Integration
4 Last Mile Application Delivery
5 Partnership Opportunities
Cloud Foundry Summit 2014

5. Cloud Foundry Summit 2014
The Rise of IDC’s 3rd Platform
About the 3rd Platform
 Combination of Mobile, Cloud, Big Data and Social will
enable the development of entirely new sets of
services.
 2014-2017, IT spending by groups outside of IT
departments will grow at over 6% per year
 Cloud spending will grow 25%, reaching over $100
billion. Over 75% of that spending will be public cloud.
 40–50% of the growth in 3rd Platform spending will
come from cannibalization of 2nd Platform offerings.

6. Cloud Foundry Summit 2014
Third Platform has not only changed the way software is
consumed, it has changed the way we build applications
App
PaaS
App
Solution Stack
IaaS
App
Solution Stack
Virtualization
Bare Metal
Yesterday: Today: Tomorrow:

7. Cloud Foundry Summit 2014
New applications are being built by leveraging other existing
services, creating customized collaborations of technology.
Java App
Reporting / Analytics
Code Monitoring
Email Delivery
Database
Security
Billing
The user facing portion of the app that is unique
GoodData, KissMetrics, Google Analytics.
New Relic, AppDynamics, Loggly.
Sendgrid, Mailgun.
MongoLabs, RedisToGo, RedisCloud.
Dome9, CloudPassage, StillSecure.
jBilling, Stripe, Zuora, Braintree, Chargify.
PaaS Cloud Foundry, OpenShift, Heroku, EngineYard.
IaaS Rackspace, AWS, Softlayer.

8. Cloud Foundry Summit 2014
What does all of this mean?
Key Disrupting Factors
As the 3rd platform
lowers the cost of
delivery and integration,
focused single use
‘services’ will proliferate.
 Open Source Software is now
the leading product in many
markets including:
 DB
 PaaS
 IaaS
 Cloud platforms enable rapid
scale
 The ‘APIification’ allows it all to
be stitched together
 Low start up costs, rapid ability
to scale and the means for
customers to easily consume
services makes for the ideal
environment for service
proliferation.

9. Cloud Foundry Summit 2014
In fact, purpose-built cloud application development continues to
accelerate at incredible rates
 The Number of Cloud Applications available today
stands at 5000.
 IDC projects a 10x increase in the next 4 years,
which means 50,000+ single use and vertical
specific applications.
0
1000
2000
3000
4000
5000
6000
2010 2012 2014
NUMBEROFAPPS
But:
56%
of businesses prefer a
single vendor

10. Cloud Foundry Summit 2014
This is causing major disruption amongst the IT Majors


11. From an ISV perspective, go-to-market is limited to direct sales
to customers or one-off custom integrations with Channel
Partners
Cloud Foundry Summit 2014
Traditional Delivery Model Channel Delivery Model
Channel
Channel
Channel

12. Cloud Foundry Summit 2014
What is Cloud Service Brokerage?
Catalog
Services Discovery Identity & Access
A single point of aggregation which
provides users one place to find, buy,
consume, and manage services.

13. Cloud Foundry Summit 2014
A History Of CSB: CSB 0.5 (pre-AppDirect)
CATALOG OF SERVICES
MARKETPLACE
PLATFORM
CUSTOMER
MARKETPLACES
“CHANNELS”
Search +
Provisioning
Identity + Access
Management for
Administrators
Limited Subscription
Billing + Payment
Management
Data Management
END-USER BUSINESSES
TELCO CABLE
RETAIL FIN. SVCS.
OEM IAAS
PAAS SAAS
SMB Administrators
Bring your own
catalog and one off
Integrations
Distribution was
limited to mid-
size hosting
market and mid
size operators

14. Cloud Foundry Summit 2014
A History Of CSB: CSB 1.0 (AppDirect Launches 2011)
CATALOG OF SERVICES
APPDIRECT
MARKETPLACE AS A
SERVICE
CUSTOMER
MARKETPLACES
“CHANNELS”
Search +
Provisioning
Identity + Access
Management
Subscription
Billing + Payment
Management
Data Management
END-USER BUSINESSES
TELCO CABLE
RETAIL FIN. SVCS.
OEM IAAS
PAAS SAAS
SMB Administrators
SMB Users

15. Cloud Foundry Summit 2014
A History Of CSB: CSB 2.0 (AppDirect 2014)
CATALOG OF SERVICES
APPDIRECT
MARKETPLACE AS A
SERVICE
CUSTOMER
MARKETPLACES
“CHANNELS”
Search +
Provisioning
Identity + Access
Management
Subscription
Billing + Payment
Management
Data Management
END-USER BUSINESSES
TELCO CABLE
RETAIL FIN. SVCS.
OEM IAAS
PAAS SAAS
SMB Administrators
SMB Users
Enterprise
Developers

16. AppDirect and Pivotal Cloud Foundry
Cloud Foundry Summit 2014
+

17. AppDirect and Cloud Foundry Partnership, bringing SaaS Add-
ons to Developers via Run.Pivotal.io
Cloud Foundry Summit 2014
 3rd Party Services are an essential
component to the Cloud Foundry
experience
 Pivotal desired an easier way to
connect their users with Services:
 “The Cloud Foundry Marketplace powered by
AppDirect enables developers to add leading 3rd
party services to their apps with a single click.
AppDirect provides partners a simplified
distribution channel on our hosted service today,
and in the future on our open source and
commercial on-premise distributions”
James Watters
VP Product, Cloud Foundry
An Open Ecosystem for the Cloud…
https://twitter.com/_CloudNinja/status/476173355368726528/photo/1

18. Cloud Foundry Service Broker Integration
Cloud Foundry Summit 2014
What: How:
 AppDirect SaaS Application Catalog
can be imported into any Cloud
Foundry environment including Public,
Private, or Local.
 Calling API will:
 Return a list of applications in the catalog
 Allow provisioning for 3rd party tools
 Automated binding of environmental variables to
the application pushed in Cloud Foundry
 Command Line Interface (CLI)
Addressable
http://docs.cloudfoundry.org/services/api.html

19. AppDirect Catalog Adapter for SaaS Provisioning, Billing, and
Single Sign-On
Cloud Foundry Summit 2014
Integration to company billing + CSR systems enables:
1. The customer receives one bill that includes standard services supplemented by brokerage purchases,
subscriptions, and usage charges.
2. Supports existing payment methods (invoice, ACH, proprietary credits/accounts).
3. Offers reporting inside of existing billing system and integrations
PIVOTAL INVOICE
SERVICE X
SERVICE Y
APP MARKETPLACE
MongoLabs . . . . . . .. . ... . .. . $
Sendgrid.. . . . . . . . . . .. . . . .. $
New Relic . . . . . . . . .. .. . . . . $
Subscription
details, pricing,
and rate plans
Cloud
Foundry
Billing
Engine
Validated with
AppDirect.
payment gateway.

20. Last Mile Application Delivery
Cloud Foundry Summit 2014
 App Performance and Monitoring
 New Relic, AppDynamics, etc
 Drop .yml agent into application/server
 Email Delivery
 Sendgrid, Mailgun, Postmark
 SMTP Email Credentials
 Database-as-a-Service
 MongoDB, Redis Cloud, ElephantSQL
 Database Environment Variables
For PaaS and Developers, Provisioning is Not Enough Many SaaS ISVs Experience Drop-off at the Last Mile
http://www.inboundlogistics.com/cms/article/the-last-miles-lasting-impact/

21. Binding through AppDirect performs the last mile action required
to use the service with your Cloud Foundry application
Cloud Foundry Summit 2014
1. Customers use either the command line tool or the catalog through AppDirect’s API to purchase an addon with their PaaS account.
2. AppDirect uses the user’s PaaS identity information to provision a new account with the third-party ISV that corresponds with their PaaS instance.
3. To bind an service to the user’s app within your PaaS console, AppDirect sends a request to the ISV to create a service within the new account and attach it’s environmental
variables to the corresponding app instance. For example, a user may create a new Database within their newly provisioned MongoLabs account and bind the database to their app
within your PaaS console.
Cloud Foundry AppDirect App Vendor
Provisioning API2
Service Binding API3
Service
Account1
App
Account

22. Marketplace Functionality Packaged via Whitelabel AppDirect
Front-End or Custom Built Front-End via Marketplace APIs
Cloud Foundry Summit 2014
AppDirect Powered Front-End: Samsung Knox Mobile Custom Front-End via Marketplace APIs: Pivotal Web Services

23. Opportunity Summary: Value for ISVs and Cloud Foundry
Operators
Cloud Foundry Summit 2014
 Offer the leading 3rd party SaaS
applications through your PaaS
deployment
 AppDirect Catalog comes pre-
integrated to Cloud Foundry via Service
Broker
 Consolidated billing for all 3rd party
services
 Command Line Integration accessibility
through your instance
 Monetize Cloud Foundry Deployment
from Day 1
For Cloud ISVs: For Cloud Foundry Operators:
 One integration to maintain for the
distribution of your product vs endless
custom integrations per channel
 Automated provisioning of your
application through PaaS Environments
 Last mile application delivery through
binding
 Monthly payouts received from
AppDirect with billing reports based on
each marketplace

24. THANK YOU!!
Paul Arnautoff
paul.arnautoff@appdirect.com