Transforming your business with PaaS

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S T R A T E G Y | I N N O V A T I O N | P R O D U C T | M A R K E T I N G
Executive Point of View:
Transforming Your Business with
Platform as a Service (PaaS)

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Executive Summary
Strategic, thoughtful evolution is required to meet these changes head on. The most successful companies are
doing so with a critical eye on three factors:
u Customers are more connected than ever, demanding more customized experience, on-demand scale,
ubiquitous access and business analytics. Keeping customers at the center of every decision is critical.
u Competitive landscape has become more dynamic. Biggest is no guarantee of being the best. Foresight,
innovating thinking and ability to quickly respond to customer’s need are what create new market leaders.
u Organizational structures and models have evolved. Businesses that foster innovation and collaboration
require new ways of thinking and operating to create efficiencies and increase the power of their human
capital.
In this paper, we provide an overview of the Platform as a Service (PaaS) model of cloud services, describing its
value, components and its place in an overall cloud adoption and migration strategy. Then we showcase seven of
the largest and most powerful PaaS companies and their public and private PaaS offerings. We examine the
services offered by these platforms and provide a comparison chart and decision checklists to facilitate selecting
the most appropriate platform for transforming your organization to increase efficiencies and power of innovation.
2
Businesses around the world are reinventing themselves to remain
competitive in a time when agility, efficiency and constant change
is the new normal.

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“
”
CIOs and CEOs need to get in front of this
revolutionary shift with a comprehensive
strategy, which lays the foundation of an
agile and high-performance business.
3

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What is PaaS ?
Storage
Servers
Networking
O/S
Middleware
Virtualization
Data
Applications
Runtime
Storage
Servers
Networking
O/S
Middleware
Virtualization
Data
Applications
Runtime
Storage
Servers
Networking
O/S
Middleware
Virtualization
Data
Applications
Runtime
IaaS PaaS SaaS
Storage
Servers
Networking
O/S
Middleware
Virtualization
Data
Applications
Runtime
on-Premises
ClientManages
Client
Manages
VendorManages
InCloud
Client
Manages
VendorManages
InCloud
VendorManages
InCloud
PaaS is an application development environment that allows developers to build
cloud-based applications without having to worry about the underlying
infrastructure (hardware and software).

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What is PaaS ?
A PaaS provides ready-to-use libraries, tools, and services,
such as databases, security, user management, monitoring,
and analytics, which can be easily “baked into” (or integrated
with) the applications you are developing.
PaaS can support applications written different in frameworks
for a wide variety of programming languages, such as Java,
Python, Ruby, .NET, etc.
5
Platform as a Service (PaaS)
PaaS
CLOUDS
Private Public Micro

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PaaS in Context of Cloud Services Stack
In the larger picture of cloud-based service models, PaaS sits
in between Infrastructure as a Service (IaaS) and Software as
a Service (SaaS), as shown in Figure 2.
Infrastructure as a Service
Infrastructure as a Service (IaaS) is service model for
delivering on-demand infrastructure. It provides the
ability to access, manage and monitor physical and
virtual resources like computing, storage, and databases.
Software as a Service
Software as a Service (SaaS) is an on-demand delivery
model for providing applications and services to
customers. These applications are hosted in the cloud
and typically accessed by users using a thin client or a
web browser.
6
Figure 2: Cloud Services Stack
IaaS
PaaS
SaaS
Networks
Servers Storage
Hypervisors
Virtual Machines
Virtualization, Management
Storage Virtual Machines
Openstack, VMware vCloud, Microsoft SC, Amazon, Joyent, Rackspace
OS, Authentication, Lifecycle Monitoring, Logging, Broker
Load Balancers, Messaging, DBMS, Web Servers
Cloud Foundry, Heruko, Microsoft Azure, RightScale, Software AG
Office 365, Workday, NetSuite, Salesforce, Google Apps, Taleo, Jira,
Mail Chimp, Marketo, Zuora, MS Dynamics, GitHub, Sharepoint

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Why Do You Need PaaS ?
7
PaaS makes it easier to develop, deploy, run, and scale
applications.
A growing number of businesses:
• transitioning from packaged software to cloud-based services.
• adding analytics, mobile back-end, and database services
(dbPaaS) to their products, to enhance the products and
improve their customers’ experience
PaaS technology supports a variety of clouds, application styles,
and services.
IaaS
PaaS
SaaS
Cloud Foundry, Heruko, Microsoft Azure, RightScale, Software AG,
App Engine, Force.com, Heroku, Inktank, RightScale, OpenShift,
openQRM
OS
Languages and
Runtimes
Monitoring, Logging
and Notification
SDK
Monitoring,
Queues
Lifecycle
Management
Data Management
Tools and
Libraries
Web Services
Authentication and
Authorization
Broker and Payment
Load Balancing
Deployment and
Auto scaling

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Different Ways To Get To PaaS
8
Many organizations are migrating to PaaS to facilitate their DevOps
models and cloud-sourced business analytics.
Typically PaaS adoption usually follows successful use of SaaS
and IaaS;
Since PaaS sits between these two layers, there are natural
synergies to be exploited.
SaaS users are looking at PaaS for ways of extending their cloud-
based applications through integrations with other applications as
well as addition of new services.
Current IaaS users are looking at ways to increase the productivity
of their cloud environments and teams to quickly deliver new cloud
services.

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Two Types of PaaS : Public and Private
PUBLIC PAAS
Companies moving to public PaaS are doing so in order to
provide high availability to their customers and to gain the
ability to scale their cloud-based offerings while lowering IT
infrastructure spending.
PRIVATE PAAS
Companies considering private PaaS are primarily driven by
requirements for security and the need to control and
customize their environment.
Some companies are considering private PaaS because their
cloud architecture is evolving to a hybrid cloud and leading
to a hybrid IT.
9

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“
”
CIO should lead the initiative but must
involve IT, technology and business teams
– a pragmatic approach is required to
harness the benefits of cloud in the short
term while laying a path towards high
performance in the long term.
10

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PaaS Market
Platform-as-a-Service (PaaS) is a fast growing market
that is quickly attracting both enterprise vendors, like
Microsoft, IBM, EMC/VMware and Oracle, and up-and-
coming startups, to whom it offers advantages in agility,
flexibility, and scalability. The PaaS global market is
expected to grow from $3.8 billion in 2013 to $14 billion
in 2017, according to the analyst firm IDC.
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3.8
14
2013 2017
PaaS Market Forecast

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Business Drivers of PaaS
As PaaS continues to gain attention in enterprises,
management teams are looking to it as a means for creating
competitive advantage by:
• allowing them to quickly and efficiently add new
features and capabilities to their applications and
services; and
• create differentiation by integrating and bundling
complementary services (mobile back-end, analytics,
Big Data)
• Increase organization agility and efficiency
12

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Mobile, Big Data and Analytics
PaaS PROVIDER’S APPROACH
PaaS providers are focusing on three primary areas to
address these needs and also differentiate their PaaS
offerings.
These areas are:
• mobile back-end—to support the maturing mobile
computing market
• database services—to manage the variety of data types
and sources for web-scale business applications
• business analytics—to draw analytical context from data
sources including social, mobile, web, and other cloud-
based data sources
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Many Paths to PaaS
Many vendors offer PaaS—some public and some private;
some open-source and some closed-source; some free and
unsupported, others fee-based and fully supported.
Commercial PaaS offerings like Heroku have been around for
some time and have seen strong adoption. Open-source
PaaS offerings such as Cloud Foundry and Red Hat
OpenShift have become popular due to open-source’s
promise of flexibility, customizability, and freedom from
vendor lock-in, along with the sustained success of open-
source initiatives like Linux and Java.
Below is an overview of the most popular PaaS platforms
from the seven most powerful vendors. Some of these
vendors only offer public PaaS, while others provide options
for public, private, and community based PaaS offerings.
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Closed Source
Open Source
Private
Enterprise
Community
Public

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Amazon – Elastic Beanstalk
Amazon Web Service (AWS) Elastic Beanstalk (currently in
beta) is Amazon’s public PaaS offering. Amazon does not
have private / enterprise offering.
It provides a number of tools, libraries and SDKs, including
toolkits for Visual Studio and Eclipse.
Both web-based interface and command line interface (CLI)
are available for accessing and managing the service.
Elastic Beanstalk is built on top of Amazon’s IaaS platform
and leverages other AWS services like Elastic Compute Cloud
(EC2), Simple Storage Service (S3), database services, Virtual
Private Cloud (VPC), etc. Elastic Beanstalk provides services
for Authentication and Authorization, Monitoring and also
deployment and automation service through it’s Cloud
Formation.
Support for mobile back-end for Android and IOS is available.
Several programming frameworks, including Java, Ruby,
PHP, Node.js, .Net and Docker., as well as common server
types such as Apache HTTP, Apache Tomcat, Nginx,
Passenger, and IIS.
15
Public
Elastic Beanstalk is currently free; however, you pay for the AWS
resources (IaaS) that store and run your applications.
PaaS
IaaS
Tools
Network : VPC, Elastic LB
Compute: EC2 Storage: S3 Database: RDS
Processing:
Elastic MapReduce
Payment:
DevPay, FPS
Messaging:
SNS, SQS
Authentication and
Authorization:
IAM, MFA
Monitoring:
CloudWatch
Deployment and
Automation:
Elastic Beanstalk,
Cloud Formation
Email:
SES
Workforce:
Mechanical Turk
Content Delivery
CloudFront
ToolsWeb Interface, CLILibraries and SDKs
Available as

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Salesforce – force.com and Heroku
Salesforce currently has two separate public PaaS offerings:
• force.com and
• Heroku.
Salesforce does not offer a private PaaS option.
Force.com is targeted at users building simple applications
based on data already in the salesforce.com cloud. These are
typically employee apps that require a simple and prescriptive
way to build a new service or application.
Heroku is suitable for building custom applications based on
modern language frameworks like Java, Ruby, Node.js, Scala,
Clojure, Python and PHP.
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force.com
DATA.COM
DATABASE.COM
SALES SERVICE RADIAN6 APP-EX
touch.salesforece.com
OPENAPI
CHATTER
Public
Available as

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Microsoft Azure
Microsoft is a recent entrant in this market, but their evolving
offerings are quickly becoming one of the most
comprehensive suites of cloud services, making Azure an
attractive platform for enterprises.
Windows Azure is a very comfortable environment to the
millions of .NET developers and Windows ISVs. Azure now
includes support for applications developed using other
programming languages as well, including Java, PHP,
Node.js, Ruby, Python, MySQL, and other environments, thus
significantly increasing its potential customer base and
addressable market.
Windows Azure’s position is further strengthened by
Microsoft’s popular SaaS offerings, including Dynamics CRM,
Office 365, and Sharepoint, and by its large customer,
partner, and developer base. Together, these factors give
Microsoft a powerful presence in the overall cloud and PaaS
market.
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Public and Private
STORAGE
DATA:
SQL Azure
CONNECTIVITY:
AppFabric
Service Bus : On-Premise Bridging, Composite Apps.
SECURITY:
AppFabric
APPLICATION SERVICES:
Pinpoint, Dallas
App Market Place, Personal Data Repos Marketplace
FRAMEWORKS:
Server AppFabric
COMPUTE:
Windows Azure
Services Hosting, Workflow Hosting, Distributed Cache
Access, Identity, Federated ID, Secure Token, Policies
Relational dB, ODBC, ADO.NET, Trans-SQL, Data Sync
Language Frameworks: .NET, Java, Ruby, Win32, VHD
Unstructured Data, Blobs, Message Q, Dist. FS, Cont Dist.
Available as

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Google – App Engine
App Engine is Google’s PaaS platform for developing and
hosting web applications. Google’s other cloud service
platforms include Compute Engine (IaaS) and Google Apps
(SaaS).
App Engine provides auto-scaling and supports applications
like Python, Java, PHP, Go, and MySQL. Google claims an
installed base of over 30,000 paying customers, but this
figure mostly includes small companies: only a few larger
companies are currently using App Engine.
Two factors make App Engine an attractive option for larger
enterprises:
• Platform’s ability to process large amounts of unstructured
data and
• The claim that Google’s own internal IT runs on it.
To remove obstacles for enterprise adoption, Google is
adding support options and new capabilities, such as
increased availability, support for Rational database, and
support for popular frameworks such as Spring (for its Java
App Engine).
As the adoption of Google Apps, Google’s enterprise SaaS
offering, increases, integration between Google Apps and
App Engine will make App Engine an even stronger contender
in this market.
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App Engine is available for free, on a limited-resources basis. Fees are
charged for additional storage, bandwidth, or computing resources.
PaaS
IaaS Compute Engine
OS
Languages and
Runtimes
Monitoring and
notification
Auto scaling, load
balancing, Search
Monitoring, Queues,
Memcache
Lifecycle
Management
Data Management
ToolsSDKs Authentication
Public
Available as

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Red Hat - OpenShift
Red Hat is best known for its open-source Linux OS, Red Hat
Enterprise Linux (RHEL). OpenShift is Red Hat’s PaaS
offering, available in three versions: Public (OpenShift Online),
Private (OpenShift Enterprise), and a Community version
(OpenShift Origin).
Because OpenShift uses the same codebase for all three
offerings, it provides the choice and flexibility to deploy
applications on bare metal or virtualized infrastructure, private
cloud or public cloud.
Using the concept of secure containers (GEARS), it provides
a multi-tenant environment with interchangeable and
extensible cartridges for middleware and programming
languages.
OpenShift runs on top of Red Hat Enterprise Linux (RHEL)
and provides support for popular development tools like
Jenkins, Maven, Git, etc.
It supports a variety of application programming languages,
including Java, PHP, Ruby, Node.js, Python, and Perl, and
includes databases such as MySQL, MongoDB, PostgreSQL,
and others.
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OpenShift Online has a free version for up to 3 GEARS. The Bronze version
starts free for up to 16 GEARS, but add-ons carry additional fees.
Public and Private
Available as

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Cloud Foundry – CloudFoundry.org
Cloud Foundry is an open-source cloud computing PaaS.
Cloud Foundry, was developed by VMware and in 2011 was
announced as open-source under the Apache 2.0 license. In
February 2014, VMware spun off Pivotal and announced the
formation of Cloud Foundry Foundation
(www.cloudfoundry.org), with Pivotal, EMC, IBM, Rackspace,
and VMware as Platinum members. The foundation has since
expanded to 33 members and 42 contributing companies,
including HP, GE, SAP, Intel, Verizon, and NTT.
Cloud Foundry is a multi-cloud technology that can run in a
private infrastructure or on a public cloud and can be used to
build large-scale data services. Several Foundation members,
including IBM, HP, and Pivotal, have released their own
distributions of Cloud Foundry and have built public PaaS
offerings.
20
We have included Cloud Foundry in this document because of its growing popularity as an open-source PaaS offerings and many large
vendors are building their offerings with Cloud Foundry.
Metrics and
Logging
Application Execution
(DEA)
Metrics Collector App Log Aggregator
Messaging Message Bus (NATS)
Services Service Brokers
Application
Storage and
Execution Warden
Blob Store
Application
Lifecycle
Authentication
Routing
Cloud Controller Health Manager
OAuth2 Server (UAA) Login Server
Router
Private
Available as

www.RougeGrp.com
IBM - Bluemix
Bluemix is IBM’s open-cloud-architecture implementation of
the Cloud Foundry PaaS. It runs on top of IBM’s Softlayer
IaaS.
Bluemix was announced early this year and, as a relatively
new platform, understandably lacks certain key features and
capabilities. Its current features include Git for a repository, a
built-in web integrated development environment (IDE), and
integration with other popular development tools such as
Eclipse and Visual Studio. It supports applications developed
in Java, Node.js, JavaScript, Python, Ruby and PHP.
Bluemix is a public PaaS and currently does not offer a
private version. This is likely to leave out a large segment of
enterprise customers that need to keep their data within their
private data centers. The Bluemix environment currently does
not offer high-productivity tools for developing cloud-native
applications, and therefore it requires professional software
engineering skills, which leaves it less attractive to the fast-
growing small-and-medium-size business and line-of-
business (LOB) application market.
The success of Bluemix will depend on attracting SaaS ISVs
and large enterprises with private PaaS needs. We consider
IBM to be a potentially powerful player in this arena, because
of IBM’s reach and its large existing enterprise customer base
(through IBM services).
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User Authentication and Authorization
Router
DEA PoolService Gateway
Service Connector
Apps
Health Manager
Messaging
Cloud Controller
Build Packs
SOFTLAYER (IaaS)
Service Nodes
Public
Available as

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Pivotal – Pivotal CF Pivotal is a recent arrival in the PaaS space as a commercial
venture. In November 2013, VMware spun off Pivotal just
before it announced the formation of Cloud Foundry
Foundation. Pivotal has two Cloud Foundry PaaS offerings: a
hosted version, Pivotal Web Services Suite, and an enterprise
private PaaS, Pivotal CF. Pivotal CF can run on top of either
VMware vSphere, OpenStack, or Amazon Web Services.
While it is not clear how Pivotal is packaging these offerings,
it seems that Pivotal CF ships as an integrated package
named Pivotal One, which includes three other services:
• Pivotal HD, which includes a Hadoop Distributed File
System (HDFS), MapReduce, HAWQ SQ, YARN, and
GemFire XD analytics.
• Pivotal RabbitMQ Services, an asynchronous messaging
broker
• Pivotal MySQL Services, a multi-tenant, single instance
MySQL
It is not clear whether Mobile Services Suite (from Pivotal’s
recent acquisition of Xtreme Labs) is bundled in or not, but we
expect that to be included soon.
If Pivotal executes well, it has the potential to be a significant
player in the PaaS market because of its relationship with
VMware and EMC and because it is part of the EMC
Federation.
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Available as
Public and Private

www.RougeGrp.com
Top PaaS Offering Comparison
Company PaaS Name Source Code Programming Frameworks
Other Available
Services
Amazon
Elastic Beanstalk
(Public)
Closed Java, Ruby, PHP, Node.js, .Net
Docker, Apache HTTP,
Apache Tomcat, Nginx,
Passenger, and IIS,
MySQL
Google
Google App Engine
(Public)
Closed Python, Java, PHP, Go, Spring MySQL
IBM
Bluemix
(Public)
Open
(Cloud Foundry)
Java, Node.js, JavaScript,
Python, Ruby and PHP
Microsoft
Windows Azure
(Public and Private)
Closed
Java, PHP, Node.js, Ruby,
Python, Javascript
MySQL, integration with
Microsoft Office, CRM and
Sharepoint
Pivotal
Pivotal CF
Open
(Cloud Foundry) Java, Javascript, Ruby, Scala
Pivotal Hadoop, RabbitMQ,
MySQL, Mobile Service
Suite (planned)
Red Hat
OpenShift
Open
(OpenShift)
Java, PHP, Ruby, Node.js,
Phython, Perl
MySQL, MongoDB,
PostgreSQL
Salesforce
Force.com
(Public)
Closed Apex
Business Logic, integration
with salesforce.com
Heroku
(Public)
Closed
Java, Ruby, Node.js, Scala,
Clojure, Phyton and PHP
23

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“
”
Teams responsible for IT cloud strategy
should not expect that industry standards
or mega-vendors offerings alone would
provide a complete and consistent cloud
experience.
24

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How to Choose The Right PaaS ?
As we showed above, PaaS software and services are
available from multiple vendors, each offering its own models,
technologies, portals, services, and management systems.
Often the selection of a PaaS is opportunistic, driven by
pressures to quickly deliver a specific business initiative. But
a decision made solely to extend existing offerings, or to
demonstrate a new service, can be short-sighted. If it ends up
saddling your IT organization with the need to manage
inconsistent and redundant technologies and services, a
PaaS can turn out to be more of a problem than a solution.
On the other hand, choosing the right PaaS can be a key
factor in positioning your IT Infrastructure as an asset within
your organization.
The right PaaS will:
• maximize the productivity and agility of your developers
and IT team, and
• allow you to quickly and effectively respond to business
and market needs.
25
PaaS can turn out to be more of a problem than a solution.

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Choosing The Right PaaS For Your Organization
26
To aid your decision process for choosing the most suitable PaaS for your business,
we have provided the following checklists to help you assess your needs and the
possible business impacts of a PaaS.

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# 1 – Development Environment and Tools Flexibility
A flexible set of tools allows developers to choose the best environment for a project and allows optimal use of the
developers’ skill sets and expertise. But while an open-source PaaS solution will provide more flexibility, it will also
result in added complexity for support
27
Tools and Development Environment
Scale
1 to 10
1 Allow programming in various languages?
2 Choices of development frameworks?
3 Support multiple application development environments?
4
Separate environments for different application development lifecycle
stages: development, test, staging and production?
5 Use different types of cloud infrastructure?
On a scale of 1 to 10,
How important is the
PaaS’s ability to:

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# 2 – Security and Multi-tenancy
A PaaS platform should provide the ability to secure your application and IT infrastructure and to isolate subscribers
from one another and from the providers of the cloud services. Your answers to the following questions can help
prioritize your goals relating to security and multi-tenancy.
28
Tools and Development Environment
Scale
1 to 10
1 Multi-tenancy for your users of the PaaS Service?
2 Security from malicious users?
3 Testing and analysis of code vulnerabilities?
4 An environment that provides security through the entire stack?
How important is:

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# 3 – Application Portability
Many large organizations have a plethora of existing applications, many of which were developed for on-premise
deployments and single tenants. These applications need to be transformed in order to integrate with or migrate to a
cloud infrastructure. Other organizations need to migrate their applications from one cloud environment to another for
various reasons, including technology and business needs. Your answers to the following questions can help prioritize
your goals related to maintaining control of your environments and applications during and after migration.
29
Application Portability
Scale
1 to 10
1
Ability to move applications between on-premise and cloud
environments?
2 Ability to port legacy applications to a (new) cloud environment?
3
Ability to adopt or implement PaaS without changing current
methodologies?
4 Freedom from vendor lock-in?
How important is:

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# 4 – Leveraging Existing Investments
Many organizations have already made investments in cloud services and have existing infrastructure. Moreover, the
ability to leverage the existing knowledge base and expertise of developers and IT teams is often vital. Your answers to
the following questions can help prioritize your goals related to compatibility with your existing assets.
30
Existing Investments and Future Choices
Scale
1 to 10
1 Support your existing tools and languages?
2 Leverage the existing skills and expertise of your current developers?
3 Leverage or replace your existing platform and data security capabilities?
4
Manage the variety of virtualization technologies in your existing
environments?
5
Easily leverage and integrate your existing knowledge base and
environments?
How important is:

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Other PaaS Companies
Besides the platforms described in this white paper, several
other commercial PaaS offerings are available in the market,
including AppFog, Cloudbees, Engine Yard, HP, Software AG
(LongJump), ActiveState (Stackato) and others. Each has its
own advantages in terms of support for language,
middleware, and programming frameworks.
31

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Conclusion
Over the coming years, businesses will move toward PaaS in
a multitude of ways. A one-size-fits-all approach for PaaS
providers will be unsustainable. Companies will need to adopt
a PaaS model of some sort to be competitive and to bring
agility and increased productivity to their development and IT
teams. The question will be: “Which PaaS model?”
An optimal choice of a PaaS should take into account a
company’s goals, existing infrastructure, in-house expertise,
and other concerns. Answering the questions in the Checklists
provided in this document should help you identify and
prioritize these factors, which is the first step in the decision-
making process.
32

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Want a copy of the Presentation?
PLEASE SEND EMAIL TO CONTACT@ROUGEGRP.COM
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For more information
Learn more about the Rouge Group PaaS Solutions portfolio today:
• Visit: RougeGrp.com
• Call: 1-925-399-8545
• Email: omar@RougeGrp.com
• Follow us at @RougeGrp

Transforming your business with PaaS

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