Welcome!

Containers Expo Blog Authors: Liz McMillan, Pat Romanski, Elizabeth White, Flint Brenton, Yeshim Deniz

Related Topics: @CloudExpo, Microservices Expo, Containers Expo Blog, Agile Computing, @DXWorldExpo, SDN Journal

@CloudExpo: Article

Envisioning Cloud Brokering for a New Year

As 2013 begins, it's a natural time to explore where cloud brokering is headed

Hopefully you watched Forrester's Stefan Ried present his webinar on cloud brokering and the many opportunities for different kinds of companies to exploit this technology. Part of Stefan's conversation included an explanation of the evolution to a unified cloud broker. If you missed it, you can catch up with it here.

As 2013 begins, it's a natural time to explore where cloud brokering is headed. A cloud broker is the intersection of infrastructure, software and consultancy. Naturally, technology is a key enabler for a service provider adopting the broker role but it also impacts business models and consultancy.

This diagram summarizes concept into the high-level architecture discussed above:

In the blue is a proposed "Unified Cloud Broker Platform." This shows how a cloud broker can take existing applications, SaaS and IaaS, and create customer value and a new cloud portfolio from them. This isn't necessarily a single product but shows the elements needed to offer the component parts that a cloud broker would need in their "stack" to offer compelling cloud offerings to ISVs, SMEs, enterprises and cloud ecosystem partners:

  • A highly scalable, multi-tenant grid - required to allow the dynamic, "bursty" nature of cloud brokering and a solid foundation to cope with demand but also provide an efficient, effective multi-tenant core to the whole broker offering for multiple customers.
  • Integration and connectivity - the broker must be able to connect their on-premise systems, the customers' systems and cloud-based SaaS, IaaS and other cloud services together.
  • Unified provisioning and service aggregation - once connected to, the broker must be able to provision dynamic, customized and sometimes complex "bundles" of applications, processes, infrastructure and cloud offerings. Services must be aggregated together, regardless of source, to create the right offering for the customer.
  • Business process and cloud orchestration - increasingly, cloud services need to be orchestrated together; this might be in the form of a cloud supply chain but also business processes that the broker wants to offer as a value-added service. There is a growing trend for process-centric applications to be offered by a service provider or broker.
  • Value added services - taking the aggregated, orchestrated services and creating differentiated products, applications and service offerings is where the cloud broker can really start to generate value for the customer and create a high margin portfolio of offerings. These offerings are presented through channels and catalogues to the marketplace.
  • Application marketplace - the enterprise "app store" is where the broker can offer a catalogue of cloud services with an economy of scale and a single, convenient billing model. The next step for these marketplaces is to go beyond the reselling of standard, vanilla offerings and offer customized, higher value added products and services.
  • Enterprise mobility - offering enterprise mobility as part of the unified cloud broker platform allows mobile applications and mobility to be offered "as a service" by the broker to the customer. By combining all the capabilities from the broker "stack," the provider can offer rich, powerful mobile enterprise applications.

On the right of the diagram (in yellow) you can see the operations side of what a broker needs to do. This varies from billing and metering of the variety of services offered by the broker through to the day-to-day operations such as customer onboarding, order management and issue resolution. On top of that, business stakeholders and channel managers need visibility and intelligence into the operations, customer management and portfolio offerings.

On the left of the diagram (in green), you can see how an organization can use the unified cloud broker stack to create consultancy and professional services based offerings on top of the broker stack. By extending the capabilities of a unified cloud broker platform with PaaS, a service provider can create and take to market industry solutions such as financial services, energy/utilities, manufacturing/logistics, healthcare, etc. You can see this today from leading telcos, which are offering business and enterprise services. In fact this seems to be a dynamic area of M&A with telco service provider acquiring technology companies to build out their broker stack and create new industry vertical cloud offerings. These vertical solutions are typically then taken to market through consulting and professional services to customize and implement them for a customer's needs. The lengthy implementation cycles are greatly reduced as the capability is delivered from the cloud broker platform and customer specific customizations are composed and personalized thanks to a cloud delivery model and a well put together broker platform offering "mass customization."

While the cloud broker picture is still evolving, it's getting clearer, and it should crystallize throughout 2013.

More Stories By Matt Davies

Matt Davies is senior director of product marketing at Cordys, the enterprise cloud platform. He is involved in all areas of product messaging, technical positioning, communication both internal and external regarding Cordys products, and helping shape where the Cordys strategy goes next. He is on Twitter @mattdavies_uk.

@ThingsExpo Stories
Join IBM November 1 at 21st Cloud Expo at the Santa Clara Convention Center in Santa Clara, CA, and learn how IBM Watson can bring cognitive services and AI to intelligent, unmanned systems. Cognitive analysis impacts today’s systems with unparalleled ability that were previously available only to manned, back-end operations. Thanks to cloud processing, IBM Watson can bring cognitive services and AI to intelligent, unmanned systems. Imagine a robot vacuum that becomes your personal assistant tha...
As data explodes in quantity, importance and from new sources, the need for managing and protecting data residing across physical, virtual, and cloud environments grow with it. Managing data includes protecting it, indexing and classifying it for true, long-term management, compliance and E-Discovery. Commvault can ensure this with a single pane of glass solution – whether in a private cloud, a Service Provider delivered public cloud or a hybrid cloud environment – across the heterogeneous enter...
DXWorldEXPO LLC, the producer of the world's most influential technology conferences and trade shows has announced the 22nd International CloudEXPO | DXWorldEXPO "Early Bird Registration" is now open. Register for Full Conference "Gold Pass" ▸ Here (Expo Hall ▸ Here)
The Jevons Paradox suggests that when technological advances increase efficiency of a resource, it results in an overall increase in consumption. Writing on the increased use of coal as a result of technological improvements, 19th-century economist William Stanley Jevons found that these improvements led to the development of new ways to utilize coal. In his session at 19th Cloud Expo, Mark Thiele, Chief Strategy Officer for Apcera, compared the Jevons Paradox to modern-day enterprise IT, examin...
DXWorldEXPO LLC announced today that ICC-USA, a computer systems integrator and server manufacturing company focused on developing products and product appliances, will exhibit at the 22nd International CloudEXPO | DXWorldEXPO. DXWordEXPO New York 2018, colocated with CloudEXPO New York 2018 will be held November 11-13, 2018, in New York City. ICC is a computer systems integrator and server manufacturing company focused on developing products and product appliances to meet a wide range of ...
Major trends and emerging technologies – from virtual reality and IoT, to Big Data and algorithms – are helping organizations innovate in the digital era. However, to create real business value, IT must think beyond the ‘what’ of digital transformation to the ‘how’ to harness emerging trends, innovation and disruption. Architecture is the key that underpins and ties all these efforts together. In the digital age, it’s important to invest in architecture, extend the enterprise footprint to the cl...
DXWorldEXPO LLC announced today that All in Mobile, a mobile app development company from Poland, will exhibit at the 22nd International CloudEXPO | DXWorldEXPO. All In Mobile is a mobile app development company from Poland. Since 2014, they maintain passion for developing mobile applications for enterprises and startups worldwide.
In an era of historic innovation fueled by unprecedented access to data and technology, the low cost and risk of entering new markets has leveled the playing field for business. Today, any ambitious innovator can easily introduce a new application or product that can reinvent business models and transform the client experience. In their Day 2 Keynote at 19th Cloud Expo, Mercer Rowe, IBM Vice President of Strategic Alliances, and Raejeanne Skillern, Intel Vice President of Data Center Group and ...
"We are a well-established player in the application life cycle management market and we also have a very strong version control product," stated Flint Brenton, CEO of CollabNet,, in this SYS-CON.tv interview at 18th Cloud Expo at the Javits Center in New York City, NY.
In his session at @ThingsExpo, Arvind Radhakrishnen discussed how IoT offers new business models in banking and financial services organizations with the capability to revolutionize products, payments, channels, business processes and asset management built on strong architectural foundation. The following topics were covered: How IoT stands to impact various business parameters including customer experience, cost and risk management within BFS organizations.
Here are the Top 20 Twitter Influencers of the month as determined by the Kcore algorithm, in a range of current topics of interest from #IoT to #DeepLearning. To run a real-time search of a given term in our website and see the current top influencers, click on the topic name. Among the top 20 IoT influencers, ThingsEXPO ranked #14 and CloudEXPO ranked #17.
While the focus and objectives of IoT initiatives are many and diverse, they all share a few common attributes, and one of those is the network. Commonly, that network includes the Internet, over which there isn't any real control for performance and availability. Or is there? The current state of the art for Big Data analytics, as applied to network telemetry, offers new opportunities for improving and assuring operational integrity. In his session at @ThingsExpo, Jim Frey, Vice President of S...
With the introduction of IoT and Smart Living in every aspect of our lives, one question has become relevant: What are the security implications? To answer this, first we have to look and explore the security models of the technologies that IoT is founded upon. In his session at @ThingsExpo, Nevi Kaja, a Research Engineer at Ford Motor Company, discussed some of the security challenges of the IoT infrastructure and related how these aspects impact Smart Living. The material was delivered interac...
Andrew Keys is Co-Founder of ConsenSys Enterprise. He comes to ConsenSys Enterprise with capital markets, technology and entrepreneurial experience. Previously, he worked for UBS investment bank in equities analysis. Later, he was responsible for the creation and distribution of life settlement products to hedge funds and investment banks. After, he co-founded a revenue cycle management company where he learned about Bitcoin and eventually Ethereal. Andrew's role at ConsenSys Enterprise is a mul...
Amazon started as an online bookseller 20 years ago. Since then, it has evolved into a technology juggernaut that has disrupted multiple markets and industries and touches many aspects of our lives. It is a relentless technology and business model innovator driving disruption throughout numerous ecosystems. Amazon’s AWS revenues alone are approaching $16B a year making it one of the largest IT companies in the world. With dominant offerings in Cloud, IoT, eCommerce, Big Data, AI, Digital Assista...
In his session at Cloud Expo, Alan Winters, U.S. Head of Business Development at MobiDev, presented a success story of an entrepreneur who has both suffered through and benefited from offshore development across multiple businesses: The smart choice, or how to select the right offshore development partner Warning signs, or how to minimize chances of making the wrong choice Collaboration, or how to establish the most effective work processes Budget control, or how to maximize project result...
The Founder of NostaLab and a member of the Google Health Advisory Board, John is a unique combination of strategic thinker, marketer and entrepreneur. His career was built on the "science of advertising" combining strategy, creativity and marketing for industry-leading results. Combined with his ability to communicate complicated scientific concepts in a way that consumers and scientists alike can appreciate, John is a sought-after speaker for conferences on the forefront of healthcare science,...
In his keynote at 19th Cloud Expo, Sheng Liang, co-founder and CEO of Rancher Labs, discussed the technological advances and new business opportunities created by the rapid adoption of containers. With the success of Amazon Web Services (AWS) and various open source technologies used to build private clouds, cloud computing has become an essential component of IT strategy. However, users continue to face challenges in implementing clouds, as older technologies evolve and newer ones like Docker c...
Personalization has long been the holy grail of marketing. Simply stated, communicate the most relevant offer to the right person and you will increase sales. To achieve this, you must understand the individual. Consequently, digital marketers developed many ways to gather and leverage customer information to deliver targeted experiences. In his session at @ThingsExpo, Lou Casal, Founder and Principal Consultant at Practicala, discussed how the Internet of Things (IoT) has accelerated our abilit...
When shopping for a new data processing platform for IoT solutions, many development teams want to be able to test-drive options before making a choice. Yet when evaluating an IoT solution, it’s simply not feasible to do so at scale with physical devices. Building a sensor simulator is the next best choice; however, generating a realistic simulation at very high TPS with ease of configurability is a formidable challenge. When dealing with multiple application or transport protocols, you would be...