Next Generation of Optimized Computing Serguei Beloussov Chairman and CEO, Parallels
Welcome to the 4 th Annual Parallels Summit • Over 1000 attendees this year from 60+ countries – 500+ attendees in 2008, 220 in 2007, 150 in 2006 • Over 100 ISVs are here – 20 ISVs attended in 2008 • 50 sessions on 3 tracks – 15 respected external industry speakers – 37 sessions, 2 tracks in 08, 25 sessions in 07 • Special welcome to Parallels Platinum Partners 2 Parallels – Optimized Computing. TM
Special Thank You to Our Sponsors 40+ Sponsors and Exhibitors this year Gold Sponsors Silver Sponsors Media and Analysts Exhibitors / Other sponsors 3 Mural Consulting, Comodo, Bob. Cares, Mail. Channels, 4 psa, Pinnacle Cart, Spreed, Acumatica, Xandros, Helicon. Tech, Softlayer, Trustwave, Six Apart, Backup. Agent, MX Logic, Rate. Point, Moveable Type, Host. Gator, Data. Core, Actual M e t r i c s, T e k S e r v e, D e m o W o l f, F u s e M a i l, W r i k e, T r a c k V i a, L i n u x M a g i c Parallels – Optimized Computing. TM
Agenda Service Provider Industry Update Parallels’ Vision Summary 4 Parallels – Optimized Computing. TM
The Impact of Cloud Computing Since last time… • Hosting business moving to mainstream of IT – It is harder and more expensive to get “truly new” customers – More demand for complete solutions (Saa. S) vs. infrastructure • Conversation changing from “Hosting” to “Saa. S/Cloud” – Economic crisis accelerating this trend – More players trying to ride Saa. S + Cloud marketing wave • Giants are certainly grabbing some share – Google, Amazon, Microsoft trying to commoditize clouds with huge investments 5 Parallels – Optimized Computing. TM
Definition of Cloud “Cloud computing refers to computing resources being accessed which are typically owned and operated by a third-party provider on a consolidated basis in Data Center locations…. the services that can be delivered from the cloud have expanded past web applications to include storage, raw computing, or access to any number of specialized services” Wikipedia – “Cloud Computing” http: //en. wikipedia. org/wiki/Cloud_computing Blue Skies? Clearing the Air on Cloud Computing and Saa. S Tomorrow: 9: 30 -10: 15 am 6 Parallels – Optimized Computing. TM
Parallels’ Cloud Vision • Large portion of computing will move into 5 types of “Clouds”: Platform Clouds – Type 1: Google cloud – Type 2: Microsoft cloud – Type 3: Other clouds (largest IBM and Apple - but also Yahoo!, EMC, HP/EDS, Amazon, Facebook, SAP, Adobe and more) Services Clouds – Type 4: Channel clouds of Service Providers – mass market hosting, managed, Telco/ISP, Saa. S ISV, Online Services, VAR/SI becoming MSP – Type 5: In-house clouds of large companies, serving subsidiaries, departments, affiliates and sometimes employees and partners • Parallels was founded to create solutions, ecosystem and partner with Service Providers and Businesses to build and operate efficient Services Clouds (initially for Type 4, later Type 5) 7 Parallels – Optimized Computing. TM
Cloud How? More Commoditization Compute Platform Hyped or Platform Clouds Example Hosting or Services Clouds Example App Platform VARs and Telcos Apps This is your sweetspot • Salesforce • Netsuite • Intuit • Amazon • Google App Engine • Microsoft Azure • Force. com • Dedicated Hosting • VPS Hosting • Managed Hosting • Shared Hosting w/ • Shared Hosting PHP, Tomcat, JBoss, web apps, ecommerce . NET and more • Managed Apps, Hosted Exchange Online Services • Google • Microsoft • Facebook • Domains • Web Marketing • Secondary Domain Services Already today Parallels enables Service Providers to offer Cloud Computing Services in any of the above models 8 Parallels – Optimized Computing. TM
Internet Giant – Google • Google targeting SMBs with Saa. S – Google Sites (collaboration) and Google Apps (productivity tools) • Google targeting developers with Cloud Computing – Google App Engine (Python SDK, Data. Store, GFS) – APIs into other Google properties like Earth, Maps, Images, Open. Social, Android, Gears Strengths Online Ads monopoly - 90% of internet users Weaknesses Restrictive. Immature. Has not attracted serious ISVs. Momentum? Next Steps Build more apps, extend tools and frameworks beyond Python 9 Parallels – Optimized Computing. TM Screen Images
Internet Giant – Microsoft • Microsoft Office Live and Windows Live and now Azure – Expanding online to developers beyond traditional SMB, Consumers – Azure includes Live Services, SQL Services, . NET Services, Sharepoint Services, Dynamics CRM Service. – Azure is in limited beta by invitation, promised to be released mid year – Plans reported to fold the Windows and Office Live into a single brand Strengths Reaches 100% computer users. Familiar to ISVs and developers Weaknesses Immature. Late to market. Restricted to. NET. Business model conflict? . Next Steps Add VMs Amazon-style and better services. Evolve. NET on Azure 10 Parallels – Optimized Computing. TM Screen Images
Internet Giant – Amazon • Amazon Web Services – Elastic Compute Cloud (EC 2), Simple Storage Service (S 3), Simple Queue Service (SQS), Simple DB (SDB), Flexible Payment Service (FPS), Cloud. Front CDN, Windows Server support – Claims 330, 000 developers Strengths 1 st mover. Gaining momentum. ecosystem. Leading services Weaknesses Expensive. Complex. Less . synergies with existing businesses Next Steps Better tools and new Infrastructure services 11 Parallels – Optimized Computing. TM Screen Images
For Non-Hoster: Cloud Why? • For Businesses: – “In-house Outsourced” IT – You can do it better and cheaper! Managing IT as an Internal Service Today: 2: 05 -2: 50 pm • For ISVs: – Cloud is new delivery mechanism – Your new channel. Partner with service providers • For VARs: – Traditional reseller business model threatened – Opportunity to leverage Saa. S to your client base • For Telco’s: – Margins on traditional businesses getting squeezed – Cloud is the largest opportunity Value-Added Services 12 Parallels – Optimized Computing. TM
For Hoster: Cloud Why? • We’ve established that Cloud is a threat but it is also an opportunity • Traditional hosting $8. 0 bn 2008 and growing at 13. 7% • “Cloud Services” $15 bn 2008 and growing rapidly 27% • By 2012, “Cloud” will be 9% of all WW IT spending • And all of that even with the somewhat limited definitions of the “Cloud” 13 Parallels – Optimized Computing. TM
Cloud What? • What technologies most SMBs need: In 1998 Today * ØMessaging ØFile server / Networking ØProductivity Apps ØSecurity ØAccounting system ØCRM ØTime Tracking ØWeb Presence ØMessaging and Collaboration ØFile server / Networking ØProductivity Apps ØSecurity ØAccounting system / ERP ØCRM ØTime Tracking ØWeb Presence, Marketing and e. Commerce *Microsoft Small Business IT Study 2008 • Most SMBs do not need Grid (Burstable Cloud) – How many of your customers overuse resources? • Marketing the Grid Hype…are customers buying it? – Going after Grid: many of you, in fact! • Cloud boosts marketing but… be realistic about ROI 14 Parallels – Optimized Computing. TM
More Amazon: EC 2 vs ‘Traditional’ Hosting Per month CPU Storage Transit RAM Hoster Price AMZN Equiv* VPS 1 Best effort 20 GB 1 TB 256 MB $50 $212 VSP 2 Best effort 60 GB 2 TB 1 GB $150 $354 Key Point Amazon Web Services are more expensive and much more complex You can compete and we can help you Avg VPS $113/mo *http: //calculator. s 3. amazonaws. com/calc 5. html# 15 Parallels – Optimized Computing. TM
Service Providers: First Get the Basics Right Marketing • Do you truly know geographical, vertical and size characteristics of your customers? • Do you have the right products, messaging, bundles, upsell and pricing for your target audience? • How profitable are your different offerings? Upsell rate to Parallels Plesk Panel ++ can be more than 70% 16 Sales • Online – how good is your website? • Conversion, drop-off, order processing, SEO, behavior stats – are these used? • How well do you run your sales force? • Does your support sell? Your shopping cart drop-off can be less than 1% Parallels – Optimized Computing. TM Operations and IT • Be super-paranoid about efficiency – Economic crisis is here • What’s your account density per server? • Are you fully automated? • Are your customers happy with your service levels? Your account density per server can be more than 15, 000
Sustain and Go To Where Platform Clouds Would Not • Be a one stop shop. Do not allow customers and partners to leave you – For Customers: Business class email, Office applications, Business Line Applications – For Partners and Developers: Virtual, Dedicated, Managed and Channel Offerings – Own the partner, the customer and their data • Differentiate – Generally: Broadest set of service plans ▪ Many types and kinds of Applications (e. g. : Blackberry, Goodlink, variety of Antivirus and Antispam) – Better & flexible upgrade path ▪ Variety of workloads, sizing options, auto upgrades – Creative Offerings (e. g. : Mac based offerings) Differentiating Your Business Through Mac OS X Server Hosting Today: 2: 05 -2: 50 pm 17 Parallels – Optimized Computing. TM Into the Clouds with the Parallels Automation Saa. S Module for higher ARPU Today: 4: 00 -4: 45 pm
Agenda Service Provider Industry Update Parallels’ Vision Summary 18 Parallels – Optimized Computing. TM
Parallels’ Vision: How to Sustain, Improve and Grow? Partner to stay competitive Virtualize or lose profitability 19 Parallels – Optimized Computing. TM Automate fully or not survive Standardize or stop growing
Partner: Why Parallels is a Solid Partner for You Partner to stay competitive 20 Parallels – Optimized Computing. TM
Partner: Evolving to be a Better Partner Corporate Update • • Completely (almost) integrated prior acquisitions Unified/ streamlined back-office operations (we’re paranoid about efficiency too!) Continued focus on building partner ecosystem (Biz Dev, Marketing and more) Stronger Focus on Service Providers (Biz Dev, Marketing) Highlights • 300 K+ servers, 1 M+ containers, 12 M+ domains* 10 M+ accounts, 50 M+ mailboxes • Close to 2 million Parallels Desktop for Mac • 30+ Awards in the last 12 months Major Product Updates • • • Released Parallels Virtuozzo Containers 4. 0 Released Parallels Plesk Panel 9. 0 and Parallels Plesk Billing 6. 0 Released Parallels Operations Automation 2. 8 Released Parallels Desktop 4. 0 for Mac Released Parallels Server for Mac 21 Parallels – Optimized Computing. TM
Partner: Parallels Relentless Support Restructured support organization • Set up for more sustainable, high-quality support across all product lines • Single front line, single second line across all products, 3 rd line product specific • Optimized shift scheduling • Incentive program to drive support team certification: Red Hat, Apple, Microsoft • 3 x number of KB articles (5500+ now) • Expanded technical overlap team (CRM) to cover broader set of partners Relentlessly Improving Support • Overall Satisfaction at 75%+ (COPC) up from 55% 8 month ago. Will improve – to 90%+! 22 Parallels – Optimized Computing. TM “We appreciate your feedback!” Alexei Kandikov, VP Support & Parallels Plesk Panel wecare@parallels. com
Partner: Investing in Partnerships • Parallels Service Provider Partner Program – To- and thru-partner marketing for Parallels Partners – Kerstin Demko, Senior Partner Marketing Manager – Partner Certification & Awards program for ’ 10 Summit! • Parallels Technology Partner Eco-System Team – Focused on development of ISV/Saa. S ecosystems for hosters – Enable ISVs, Hosters and Users to deliver and use Applications – Soeren von Varchmin, VP Saa. S, APS Maximize Partnership • Some Recent Partnership Examples Success with the Parallels Brand Today: 2: 55 -3: 40 pm – Intel sales and marketing program with hosters – Parallels Automation Saa. S: Open-Xchange, Message Labs, Global Relay, Interspire, keepit. com See them at the Industry Track and – Parallels Partner Marketplace ISVs: Interspire, Exhibitor Hall Linux Magic, Pinnacle Cart, keepit. com, Symantec – 200+ APS-enabled ISVs 23 Parallels – Optimized Computing. TM
Automate: Parallels End-to-End Automation Automate fully or not survive 24 Parallels – Optimized Computing. TM
Automate: Complete and Integrated Parallels Business Automation Parallels Operations Automation • Powerful Ordering, Billing, Up-sell • Service Management • Back-end delivery of services • Provision any service or application • Complete Operations Management (OS, Applications, Resources, DC, etc) • Focus on your Service • Gain Flexibility • Decrease Churn • Increase Revenue per user • Decrease Costs • Reduce Time to Market Build vs Buy. Why have you built in-house billing system Tomorrow: 3: 40 -4: 25 pm Inside Parallels Automation Tomorrow: 1: 45 -2: 30 pm Parallels Virtual Automation Parallels Plesk Panel Products • Delegated Mgt of Virtual Infrastructure • Cross-Platform Management including Hyper-V, VMware, Parallels Server • Server Administration • Application Lifecycle Management • Hosting Automation in a Box • Integrated • Comprehensive • Rapid Time to Benefit • Easy • Profitable • Complete Parallels Virtualization Automation Tomorrow: 2: 45 -3: 30 pm Parallels Plesk Panel 9. 0 and Parallels Panel SMB Road. Map and Update. Tomorrow: 3: 40 -4: 25 pm 25 Parallels – Optimized Computing. TM
Automate: Enable Saa. S for Higher Revenue $1, 000 Add Business Collaboration (e. g. Share. Point, LCS, Vo. IP) $200 -$500 Revenue Opportunity Saa. S Business-Class E-mail (e. g. Hosted Exchange, Open Exchange) $150 -$300 • Parallels Automation • APS Standard • Correct Marketing Positioning ? $100 Infrastructure $10 Domain Registration $1 -$3 Email Shared Static Web Hosting $3 -$10 Web Presence E-commerce Parallels – Optimized Computing. TM Dedicated & Managed Server $100 -$500 Virtual Private Servers $15 -$100 Shared Dynamic Web , DB, Apps $5 -$20 Customer Needs 26 Advanced Apps (CRM, ERP, vertical e. g. Sugar. CRM, XRMS, web. ERP) $250 -$1500+ Into the Cloud with the Parallels Automation Saa. S Module for higher ARPU Today: 4: 00 -4: 45 pm Collaboration Application Mgmt
Automate: Parallels Automation Momentum • Over 160 companies with over 500 automation modules • Total live sites: ‘ 04 – 2 ‘ 05 – 7 ‘ 06 – 36 ‘ 07 - 80 ‘ 08 - 160+ Telco/ ISP Mass Market Hosting Saa. S ISV 27 Parallels – Optimized Computing. TM
Automate: Let’s Be Very Specific • Stop wasting money developing your own billing system – Redeploy resources to revenue generating activities • Rapidly launch Saa. S, Rich email, CRM, collaboration – Achieve higher customer retention and average revenue per customer • Launch billing for your resellers – Boost new customer registrations and lower your cost of customer acquisition • Consolidate silo’d legacy systems – Respond quicker to the market. Integrate your customer data • Don’t be confined by your current automation system – Be more agile. World class billing, ordering, invoicing, service management, business intelligence, help-desk, customer communication, etc. Let our 350+ automation engineers help to build value for You and Your customers! 28 Parallels – Optimized Computing. TM Inside Parallels Automation Tomorrow: 1: 45 - 2: 30 pm
Virtualize: Complete Virtualization for Hosting Virtualize or lose profitability 29 Parallels – Optimized Computing. TM
Virtualize: Integrated Virtualization Offering Hardware Virtualization (Hypervisors) • • OS Virtualization (Containers) Virtualizes access to hardware Create many instances of virtual HW Host OS and each guest has full OS Parallels Server, VMware ESX, Microsoft Hyper-V • • Virtualizes access to OS Create many instances of virtual OS Single, standard OS kernel per box Parallels Virtuozzo Containers, Sun Solaris Containers, Open. VZ OS Virtualization Hypervisor VM 1 VM 2 VM 3 Guest OS Virtual Hardware Container 1 Container 2 Virtual Machine Monitor Hypervisor or Standard Host OS Hardware 30 OS Virtualization Layer Hardware Parallels – Optimized Computing. TM Container 3
Virtualize: Integrated Virtualization Offering Best of Both Worlds • Completely integrated OS and Hypervisor solution • Single integrated management environment • Easily spawn Containers and Virtual Machines Parallels Virtualization Roadmap Today: 4: 00 – 4: 45 am • Comes as upgrade to Parallels Virtuozzo Containers Parallels Server Bare Metal VM 1 VM 2 Guest OS Container 1 Hypervisor and Containers Hardware 31 Parallels – Optimized Computing. TM Container 2 • Zero Copy Migrations (Restart) • UI Integration • Single API • Single Command Line • Single Format • Unified Templates/Appliances • Unified Management • Side by side Upgrade • Unified License Keys • Parallels Virtual Automation
Virtualize: The Right Technology for the Job Parallels Server VPS, Dynamic Servers Hosting & Saa. S Kernel Development Environment Niche Hosting Offerings Applications Loading Kernel Drivers Hosting Desktop OS (Vista, XP) Hosting Legacy OS Server Consolidation IT Services Disaster Recovery 32 Parallels – Optimized Computing. TM Parallels Virtuozzo Containers Combined
Virtualize: Right Technology = Profit Hypervisor Number of VMs/VCs per Server Revenue per VPS Costs per server Hardware cost / (server + networking) Electricity (0. 15/kwh) Administration * Total cost Total Cost per VPS Gross margin per VPS Other costs (Customer acquisition, Support) Net Margin Container 10 $50 25 $50 $200 $43 $50 $293 $29. 3 $21 $15 $6 $293 $11. 7 $38 $15 $23 Do not forget - CALCULATE: • Container Density is 2 x to 10 x Higher than Hypervisors • Containers designed specifically for Saa. S/ Hosting • Containers have 4 x to 6 x lower OS-management costs *for unmanaged offerings 33 Parallels – Optimized Computing. TM
Standardize: Parallels Open Platform & APS Standardize or stop growing 34 Parallels – Optimized Computing. TM
Standardize: APS & Parallels Open Platform Ecosystem APS Standard & Catalog Parallels Open Platform z Virtual Templates Marketplace & Appliances Automation Dev Platform • Parallels eco-system for Saa. S – ISVs, Service Providers, Development Communities, and other industry players • Application Packaging Standard (APS) and Catalog – Enabling ISVs and Hosters to deliver a wide variety of services – APS is now primary way to deliver applications for all our products 220+ Apps • Marketplace – Upsell your Parallels Plesk Panel customers with set of commercial applications and increase retention • Virtual Templates and Appliances – Ready-to-use applications for you Why Choose APS? Today: 2: 05 - 2: 50 pm • Automation Development Platform – SDK, Libraries, APIs, Specifications, PTN, development resources 35 Parallels – Optimized Computing. TM
Standardize: 250+ Applications and Growing Web & E-commerce Collaboration & Communication Infrastructure Front/Back Office Focus is on quality, we will focus on quantity later 36 Parallels – Optimized Computing. TM
Agenda Service Provider Industry Update Parallels’ Vision Summary 37 Parallels – Optimized Computing. TM
Summary • Cloud is becoming real and Giants are moving in: – Microsoft CAPEX spending is 800 millions US$ / quarter – Google CAPEX spending is 400 millions US$ / quarter – Other Giants have to counter and economy of scale is not only in CAPEX • “Down to earth” cloud (but not a fog ) is the way to go: – Do not get too carried away or scared by over-hyped burstable Grids! – Cloud Services is what you are offering 10+ years; remember the Telco scare – You can compete and also You must - focus on the basics and differentiate! • Cloud Services are growing over 2 x faster than Traditional Hosting market. Growth specifically is in: – Virtualized services – be efficient and offer better service level – Managed services – have more of the customer attention – Saa. S Applications – have more of the customer data and apps 38 Parallels – Optimized Computing. TM
Parallels: How to Sustain, Improve and Grow? Partner to stay competitive Virtualize or lose profitability Automate fully or not survive Standardize or stop growing Parallels: Optimized Computingtm 39 Parallels – Optimized Computing. TM
Something Extra: Parallels Desktop Virtualization Parallels Workstation (Lin/Win) • Run multiple OSs on your desktop • Run your desktop anywhere (Sentillion) Parallels Desktop for Mac • Run Windows side-by-side on Mac OS X • Mac now represent 10% of US PC market • Up +30% in market share among your customers Special Offer from Our Partner Tekserve at the Summit Discounts on i. Mac, Mac. Book Pro, Mac. Book Air All bundles complete with Parallels Desktop 4. 0 for Mac and Microsoft Windows Parallels Desktop 4. 0 for Mac full version, $59. 99 MSRP (regular MSRP $79. 99) 40 Parallels – Optimized Computing. TM
Call to Action • Visit Hands-on labs for all our products – Parallels Automation – Parallels Virtuozzo Containers and Parallels Server Bare Metal – Parallels Plesk Panel, Parallels Plesk Billing, Parallels Sitebuilder – Parallels Desktop, Parallels Workstation and Parallels Server for Mac • Learn about APS: www. apsstandard. com – Do not forget our industry track: Saa. S starts with software • Take advantage of special Parallels for Mac Offers • We do NEED your feedback – Please do suggest at www. parallels. com/feedback on how we can improve and (maybe) win a prize • Over 50 Parallels employees are here and we’re very happy to arrange meetings, answer questions and more! • Just look out for the red shirts in the crowd! • And remember we need your help at least as much as you need ours! We can only win as a team! Thank you! 41 Parallels – Optimized Computing. TM
Parallels Punch Party – TODAY! Taste Parallels Punch during Parallels Plesk Panel 9 Launch Party Today Feb 3 rd evening event!!! 42 Parallels – Optimized Computing. TM
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