This informative webcast separates facts from fiction, to explore why enterprise IT needs to become a cloud services broker. Using real-world customer examples, you will learn how successful enterprise IT has been in unifying cloud governance and transitioning their operating model from technology provider to services broker (IT as a Service).

1. Jamcracker, Inc.
4677 Old Ironsides Drive
Santa Clara
CA, USA 95054
Cloud Services Brokerages (CSB)
The Business Case for Enterprise IT
Stephen Crawford
Vice President

2. Introducing Jamcracker
• Founded in 1999
(by Founder/CEO of Exodus Communications - IPO 1998)
• CSB Enablement Solution:
– Proven Cloud Aggregation/Delivery Platform
– Pre-integrated Ecosystem of 3rd party Cloud Providers
– Established technologies & processes for cloud services
on-boarding
– Business Enablement Services – GTM consulting, support,
managed services for hosting (optional), operations,
business development & ISV management
• Privately held with ~300 employees
– Headquartered in Silicon Valley
– Development & Operations in India
– Global Sales & Distribution Offices
• ‘Cool Vendor in Cloud Services Brokerages’
(Gartner, 2011)
2

3. Cloud Services Brokerage Enabler
Cloud
Services
Brokerages
IaaS
PaaS
SaaS
CSB Operators
CSB Solution
3
• Service Providers
• IT Providers
• IT Distributors
• Enterprise IT Internal Users
Customers
Services Management Services Delivery
Channels
External Providers
On-Premise Assets

4. Jamcracker Services Delivery Network
4

5. Outline
• What’s Driving the Need for Enterprise CSBs?
• What’s Required to become a CSB?
• CSB Enablement Solution Example
• Enterprise CSB Case Study
• Takeaways
• Q&A
5

6. Enterprise CSB Business Case

7. Today’s IT Landscape
• Businesses of all types are increasingly
differentiating themselves with services
– Moving from product to services focus
• Cloud makes it easy for organizational
innovators to test / adopt new capabilities
– Social, viral marketing drives internal usage
– Innovation cycles are compressing
• Leading to IT ‘consumerization’
– Adoption being driven ‘bottoms up’ vs. ‘tops down’
7

8. Enterprise Challenges – Cloud Sprawl
Public Clouds
IT Admin
Line-of-
Business
Departments
/ Functional
Roles
Individual
Employees
In the Enterprise
As Clouds are
adopted in an
ad-hoc
fashion……Enterprise
IT risks losing
control.
PaaS
SaaS
Firewall
IaaS
8

9. Top Concerns – CIO Perspectives
9
Top Concerns for Public Clouds Top Concerns for Private Clouds
Source: Forbes Insight - Survey of 235 IT Executives

10. Transformation Challenges for IT
• Managing hybrid and rapidly changing environments
– How to unify internal and external services delivery
• Controlling ‘cloud sprawl’
• Supporting bottoms-up innovation while
maintaining/extending KPI accountability:
– Quality of service – consistent user experience
– Financial reporting – usage accounting, license management
– Regulatory compliance – managing change, auditability
– Security – preventing data compromise and loss
• How can IT reduce Total Cost of Innovation?
10

11. Cloud Services Brokerage Defined
“The future of cloud
computing will be permeated
with the notion of brokers
negotiating relationships
between providers of cloud
services and the service
customers.”
“By 2015, CSBs will represent the single-largest category of growth in cloud
computing, … a composite market counted in the hundreds of billions of dollars”
Source: Daryl Plummer, Chief Analyst
11

12. CSB: The Perfect Storm
Key Issues for Enterprise IT:
• Maximizing reward
• Minimizing risk
• Rapid time-to-market
• Flexible CSB solution
CSB Enablement Challenges

13. Cloud Services Brokerage Enablement

14. CSB – Core Elements for Enablement
• Platform
– Order-to-Settlement workflow
automation
– Self-service catalog
– User/service provisioning
– Authentication, authorization and
access control
– Chargeback reporting
– User/service administration
• Services integration
– Cloud services providers
– Core services
– User repositories
– Helpdesk ticketing/support
• Ecosystem
– 3rd party cloud providers
– SLA agreements
• Catalog(s)
– Single or multiple geographies or
market segments
– Internal and external users
– Entitlements
• Operations
– L1/L2 support
– 3rd party cloud provider settlement
14
Infrastructure Business Processes

15. CSB Platform – Automate “Order-to-Cash” Workflow
Cloud Delivery / Management Workflow
• Self-service catalog
• User and service management
• Cloud provisioning via service adapters
• Authentication, authorization, access control
– Policy enforcement
• User support
• Consolidated billing & reporting
15
Catalogue
Management Self-Service
Service and
User
Provisioning
Authentication,
Authorization &
Access Control
User and
Service
Administration
Reporting and
Auditing
Helpdesk
Ticketing &
Support
Billing,
Metering &
Chargeback

16. Marketplace Architecture
Regional Marketplace
(Sub-Tier Catalog)
Master Marketplace
(Master Catalog)
…
App
Store 1
App
Store 2
App
Store n
….
User
Portal 1
User
Portal 2
User
Portal n
….
Cloud Brokerage Platform
Regional Marketplace
(Sub-Tier Catalog)
App
Store 1
App
Store 2
App
Store n
….
User
Portal 1
User
Portal 2
User
Portal n
….
Platform /
Super Admin
End-Users
Admin Roles
Marketplace
Admin
App Store
Admin
Dept Admin
App Stores
Sub-Tier Marketplaces
Master Marketplace
Customers
16

17. CSB Services Integration
PaaS
Saa
S
IaaS
External Cloud Providers
User Repositories
Internal Operations
Private Clouds
Customer Support
Core Services
17

18. Enterprise CSB Solution
18

19. Enterprise CSB Case Study

20. Enterprise CSB Case Study
20
IT Services Brokerage
Directory
User & Policy Mgmt
IT Admin

21. Future State:
Industrialization for higher flexibility
• Decisions on service delivery sources are based on
sourcing the best solution, internally or externally
• Time to Market for new Services deployment
• QoS is centrally managed, with uniform support
experience for all users and services
• Compliance can be handled with minimum effort
• Management of the user communities is delegated
to the business and security is enforced by the CSB
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22. Positive Outcomes
• Lower Risk:
– IAM is consolidated for all Services
– Policies are centralized to drive all Service Provisioning in compliance
to regulation
– All consumptions are metered and ready for charged back
• Lower Cost:
– Delivery Resources are optimized ( internal / external)
– Request to provision cost is lower
– Trouble to resolve is faster
– Cost transparency drives smart(er) consumption
• Increase Revenue:
– Faster Services on-boarding to support the business
– Easier on-boarding of user communities
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23. Why Jamcracker for your CSB?
• Dedicated to services aggregation and delivery since 1999
– Cloud Services Brokerage Enablement is our sole business focus
• Experienced cloud services ecosystem enablement
– Abstracting complex technology & business issues
– Complete “out of the box” solution including platform, cloud
integrations and managed services “wrap-around”
• Proven platform, technology and business enablement
– Delivering hundreds of services through dozens of Service Providers
• Technology and application agnostic
– No vendor lock-in
– Flexibility to adapt to emerging market needs
• Complete CSB enablement solution = Quick time-to-market
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24. - Darryl Plummer, Chief Analyst, Gartner*
Why Jamcracker for your CSB?
“Jamcracker has long been a player as an application service
provider and SaaS enabler, but now provides a deeper, richer
opportunity for cloud brokerage. It delivers a service network
that enables providers, partners and enterprises to interact
and deliver robust cloud services.”
“Enterprises, service providers and cloud providers can all find
something of value in Jamcracker's offerings. Customers can
simplify a complex situation with a single-service network
approach from Jamcracker.”
*”Cool Vendors in Cloud Services Brokerage,” Gartner, May 2011. 24

25. Jamcracker, Inc.
4677 Old Ironsides Drive
Santa Clara
CA, USA 95054
Cloud Services Brokerages (CSB)
The Business Case for Enterprise IT
Contact Us: information@jamcracker.com
Stephen Crawford
Vice President