|By Jason Bloomberg||
|November 15, 2012 08:00 AM EST||
Since ZapThink wrote our ZapFlash on Cloud Brokerages in April 2011, the Cloud Brokerage marketplace has exploded. Or at the very least, the noise level involving such Brokerages has reached a fever pitch, which the vendors in the space want you to think is the sound of an exploding market anyway. Regardless of your level of cynicism, however, there’s no question that Cloud Brokerages are a hot topic. But as with so many new markets, confusion reigns—in large part because such Brokerages come in so many different flavors. That being said, this market also suffers from rampant Cloudwashing, which refers to vendors (and service providers) who stick the “Cloud” label on existing offerings to take advantage of the Cloud hype. Let’s see if we can separate the steak from the sizzle and delineate how Cloud Brokerages are actually supposed to work.
Gartner: Cloudwashing Facilitator
For better or worse, many people turn to Gartner when they have questions about nascent IT markets. Gartner, however, is a vendor-driven market research firm, rather than a purveyor of vendor-independent best practices. Their research on Cloud Brokerages is a case in point. Gartner defines a Cloud Service Brokerage (CSB) as being composed of three core roles: aggregation, integration, and customization. They point out that the role of Aggregation Broker aligns with the traditional distributor role; the Integration Broker corresponds to the system integrator (SI); and the Customization Broker similarly aligns with the independent software vendor (ISV).
What’s wrong with this picture is that distributors, SIs, and in particular ISVs pay most of Gartner’s bills. So when they conduct their research, they talk to their customers and find out what kinds of CSBs they’re offering. And what do those customers say? I’m a distributor, but now I’m a Cloud Aggregation Broker! I’m an SI, but now I’m a Cloud Integration Broker! And most tellingly: I’m a software vendor, but now I’m a Cloud Customization Broker! It doesn’t really matter if any of these players have something that actually works, or even if it does, it may have little or nothing to do with the Cloud, and there’s no guarantee that any enterprise buyer will actually want what they’re peddling. But hey, it’s an emerging market, so what do you expect?
Contrast Gartner’s list of CSB roles with those from the US Department of Commerce’s National Institute for Standards and Technology (NIST). According to NIST’s Cloud Conceptual Reference Diagram, CSBs have three core capabilities: aggregation, arbitrage, and intermediation. Yes, NIST and Gartner both agree on the importance of aggregation, but that’s where the meeting of minds diverges. NIST calls for arbitrage (support for dynamic pricing in a Cloud services marketplace), but arbitrage isn’t on Gartner’s list. Why not? Perhaps because Gartner didn’t have any Cloud arbitrage vendors to interview when they did their research? Your guess is as good as ours.
As for intermediation, NIST has something quite different in mind from Cloud integration. When a Brokerage intermediates between Cloud customers and Cloud Service Providers (CSPs), the Brokerage provides a range of business-related capabilities, including assurance, consolidated invoicing, and SLA management, independent of whether the Brokerage is also providing integration capabilities between Cloud customers and CSPs. True, CSBs may end up offering integration as well, but more likely as an advanced capability that will become a reality down the road a few years. So why has Gartner included it and not intermediation? Because of the SIs, as well as the B2B integration vendors who have all Cloudwashed their offerings into Cloud Integration Brokerages.
The Two Cloud Brokerage Lifecycles
Instead of taking a vendor-centric perspective on CSBs, let’s think about how people might actually use them. There are two basic types of users for a CSB: the CSP who wishes to make its offering available in the Brokerage, and the Cloud customer who is looking for services from a CSP and is calling upon the CSB to help in some fashion. We expect such customers to be large enterprises who have several departments or divisions who wish to access Cloud services. For such organizations, the Brokerage serves to present a single face to the CSPs while supporting each department’s individual requirements for Cloud services.
To understand the role of the CSB, let’s start with the lifecycle from the CSP’s perspective:
Registration – The CSP must register with the Brokerage in order to begin the enrollment process.
Certification/Assessment – The CSB will assess the candidate CSPs and certify the ones that qualify to join the Brokerage.
Enrollment – The CSP follows the Brokerage’s process for making its services available via the Brokerage.
Negotiation – Once a customer selects the CSP through the Brokerage, the parties must negotiate a business arrangement. The Brokerage may act as an intermediary or simply hand off the negotiation to the two parties.
Provisioning – The Brokerage may assist the CSP in provisioning Cloud resources for the customer.
Management – Management comes in two flavors: business management, where the Brokerage handles invoicing, payments, and other business interactions on behalf of the parties; and technical management, where the Brokerage assists in SLA monitoring and other technical management tasks.
Assurance – The Brokerage may provide auditing and other assurance activities on behalf of customers to insure CSPs are in compliance with required regulations and other policies.
Integration – In some cases the Brokerage may act as an integration hub between CSPs and customers.
Support – The CSP must support the customer, and the CSB may act as an intermediary for such support.
Deprovisioning – If the customer wishes to discontinue a relationship, the Brokerage may assist with deprovisioning. This step may include delivering data to the customer, confirming customer data no longer reside in the Cloud environment, and wrapping up the business relationship. If the relationship between CSP and customer went south, the CSB may even be called upon to provide litigation support.
Now, let’s take a look at the CSB lifecycle from the Cloud customer’s perspective:
Research – The CSB must provide information to potential customers so that they can make informed decisions about Cloud options available to them through the Brokerage.
Qualification – The customer enters its criteria for Cloud services into the Brokerage, and the Brokerage should only show CSPs and individual Cloud services that meet the customer’s requirements.
Assessment – The CSB may assess the customer’s business or technical environment in order to gauge suitability for particular services available through the Brokerage.
Selection – The customer selects services through the Brokerage.
Negotiation – The Brokerage supports the ability for customers and CSPs to negotiate business terms, either by facilitating direct communication or via automated intermediation, which would typically include arbitrage capabilities.
Acceptance – The customer is able to accept the business terms it selects via the Brokerage.
Onboarding – The Brokerage supports the customer’s efforts to provision Cloud resources, either by facilitating direct interactions between customer and CSP or via an automated onboarding capability.
Management – Management appears on both the CSP and customer lifecycles because it always involves managing the relationships between the two (both business and technical).
Assurance – Assurance also involves both customer and CSP. The Brokerage may take a limited or active role. The CSB will interface with the organization’s Information Assurance organization, but the CSB’s involvement doesn’t absolve the CSP or the Cloud customer from performing their due diligence in meeting their respective security and compliance objectives.
Integration – When the Brokerage acts as an integration hub.
Failover – Many customers will use the Brokerage to handle switching from one CSP to another. Such failover may occur as the result of a technical problem (e.g., a denial of service attack brings down the primary CSP) or a business problem (the primary CSP no longer offers the best deal, or in the extreme case, the CSP goes out of business).
Offboarding – The Brokerage may also handle wrapping up business loose ends should the customer cancel its relationship with a CSP.
The ZapThink Take
The point to listing so many steps on the two CSB lifecycles isn’t to propose a final definition of such lifecycles, of course – the market is far too young for that. If anything, they are wish lists for what we might want Cloud Brokerages to do for us, based not on Brokerage-related products and services on the market today, but rather on what people expect Cloud Brokerages to do. But as with any technical capability, what you want it to do depends upon the core business problems you’re looking to solve. In the case of Cloud Brokerages, there remains a rather diverse set of potential business drivers that is leading the marketplace to grow in a complex, messy fashion.
Not only will individual organizations’ requirements for Brokerages differ, ZapThink is also seeing divergence of requirements among industries. In particular, the US Federal Government is very interested in Cloud Brokerages, with Requests for Information from the General Services A (GSA) as well as the Defense Information Systems Agency (DISA). In both cases, one of the Government’s key requirements is to support fair competition among CSPs – contrary to private sector customers, who couldn’t care less about such competition, except insofar as it leads to lower prices in the marketplace.
In some ways, the Government is like any other large enterprise. It has hundreds of agencies, each of which may have dozens of individual programs, all clamoring for Cloud services. They are looking to Brokerages to support the ability for such programs to select the best CSP offering for their needs, while providing the best overall value to the Government as a whole. On the other hand, in its role of promoting the general welfare of the people of the US, it is uniquely qualified to foster competition among CSPs and Cloud vendors, leading to better quality and lower prices for everyone.
Image credit: Karen and Brad Emerson
StarNet Adds Secure Remote Linux and Unix Desktops to X-Win32 | @CloudExpo @XWin32 #Cloud #Linux #Security
StarNet Communications Corp has announced the addition of three Secure Remote Desktop modules to its flagship X-Win32 PC X server. The new modules enable X-Win32 to safely tunnel the remote desktops from Linux and Unix servers to the user’s PC over encrypted SSH. Traditionally, users of PC X servers deploy the XDMCP protocol to display remote desktop environments such as the Gnome and KDE desktops on Linux servers and the CDE environment on Solaris Unix machines. XDMCP is used primarily on comp...
Aug. 24, 2016 03:15 PM EDT Reads: 326
Using new techniques of information modeling, indexing, and processing, new cloud-based systems can support cloud-based workloads previously not possible for high-throughput insurance, banking, and case-based applications. In his session at 18th Cloud Expo, John Newton, CTO, Founder and Chairman of Alfresco, described how to scale cloud-based content management repositories to store, manage, and retrieve billions of documents and related information with fast and linear scalability. He addres...
Aug. 24, 2016 02:00 PM EDT Reads: 1,820
SYS-CON Events announced today that StarNet Communications will exhibit at the 19th International Cloud Expo, which will take place on November 1–3, 2016, at the Santa Clara Convention Center in Santa Clara, CA. StarNet Communications’ FastX is the industry first cloud-based remote X Windows emulator. Using standard Web browsers (FireFox, Chrome, Safari, etc.) users from around the world gain highly secure access to applications and data hosted on Linux-based servers in a central data center. ...
Aug. 24, 2016 02:00 PM EDT Reads: 397
SYS-CON Events announced today that Venafi, the Immune System for the Internet™ and the leading provider of Next Generation Trust Protection, will exhibit at @DevOpsSummit at 19th International Cloud Expo, which will take place on November 1–3, 2016, at the Santa Clara Convention Center in Santa Clara, CA. Venafi is the Immune System for the Internet™ that protects the foundation of all cybersecurity – cryptographic keys and digital certificates – so they can’t be misused by bad guys in attacks...
Aug. 24, 2016 12:30 PM EDT Reads: 2,530
Aspose.Total for .NET is the most complete package of all file format APIs for .NET as offered by Aspose. It empowers developers to create, edit, render, print and convert between a wide range of popular document formats within any .NET, C#, ASP.NET and VB.NET applications. Aspose compiles all .NET APIs on a daily basis to ensure that it contains the most up to date versions of each of Aspose .NET APIs. If a new .NET API or a new version of existing APIs is released during the subscription peri...
Aug. 24, 2016 12:15 PM EDT Reads: 1,790
The 19th International Cloud Expo has announced that its Call for Papers is open. Cloud Expo, to be held November 1-3, 2016, at the Santa Clara Convention Center in Santa Clara, CA, brings together Cloud Computing, Big Data, Internet of Things, DevOps, Digital Transformation, Microservices and WebRTC to one location. With cloud computing driving a higher percentage of enterprise IT budgets every year, it becomes increasingly important to plant your flag in this fast-expanding business opportuni...
Aug. 24, 2016 12:00 PM EDT Reads: 3,834
DevOps at Cloud Expo – being held November 1-3, 2016, at the Santa Clara Convention Center in Santa Clara, CA – announces that its Call for Papers is open. Born out of proven success in agile development, cloud computing, and process automation, DevOps is a macro trend you cannot afford to miss. From showcase success stories from early adopters and web-scale businesses, DevOps is expanding to organizations of all sizes, including the world's largest enterprises – and delivering real results. Am...
Aug. 24, 2016 11:45 AM EDT Reads: 3,346
To leverage Continuous Delivery, enterprises must consider impacts that span functional silos, as well as applications that touch older, slower moving components. Managing the many dependencies can cause slowdowns. See how to achieve continuous delivery in the enterprise.
Aug. 24, 2016 11:45 AM EDT Reads: 1,430
SYS-CON Events announced today that eCube Systems, a leading provider of middleware modernization, integration, and management solutions, will exhibit at @DevOpsSummit at 19th International Cloud Expo, which will take place on November 1–3, 2016, at the Santa Clara Convention Center in Santa Clara, CA. eCube Systems offers a family of middleware evolution products and services that maximize return on technology investment by leveraging existing technical equity to meet evolving business needs. ...
Aug. 24, 2016 11:00 AM EDT Reads: 391
DevOps at Cloud Expo, taking place Nov 1-3, 2016, at the Santa Clara Convention Center in Santa Clara, CA, is co-located with 19th Cloud Expo and will feature technical sessions from a rock star conference faculty and the leading industry players in the world. The widespread success of cloud computing is driving the DevOps revolution in enterprise IT. Now as never before, development teams must communicate and collaborate in a dynamic, 24/7/365 environment. There is no time to wait for long dev...
Aug. 24, 2016 11:00 AM EDT Reads: 2,081
Announcing @TelecomReseller Named “Media Sponsor” of @CloudExpo Silicon Valley | #IoT #Cloud #BigData
SYS-CON Events announced today Telecom Reseller has been named “Media Sponsor” of SYS-CON's 19th International Cloud Expo, which will take place on November 1–3, 2016, at the Santa Clara Convention Center in Santa Clara, CA. Telecom Reseller reports on Unified Communications, UCaaS, BPaaS for enterprise and SMBs. They report extensively on both customer premises based solutions such as IP-PBX as well as cloud based and hosted platforms.
Aug. 24, 2016 10:48 AM EDT Reads: 374
Ixia (Nasdaq: XXIA) has announced that NoviFlow Inc.has deployed IxNetwork® to validate the company’s designs and accelerate the delivery of its proven, reliable products. Based in Montréal, NoviFlow Inc. supports network carriers, hyperscale data center operators, and enterprises seeking greater network control and flexibility, network scalability, and the capacity to handle extremely large numbers of flows, while maintaining maximum network performance. To meet these requirements, NoviFlow in...
Aug. 24, 2016 10:45 AM EDT Reads: 1,788
Enterprises have forever faced challenges surrounding the sharing of their intellectual property. Emerging cloud adoption has made it more compelling for enterprises to digitize their content, making them available over a wide variety of devices across the Internet. In his session at 19th Cloud Expo, Santosh Ahuja, Director of Architecture at Impiger Technologies, will introduce various mechanisms provided by cloud service providers today to manage and share digital content in a secure manner....
Aug. 24, 2016 10:30 AM EDT Reads: 452
[session] Architecting for the Cloud By @RagsS | @CloudExpo @IBMBluemix #Cloud #Docker #Microservices
As the world moves toward more DevOps and Microservices, application deployment to the cloud ought to become a lot simpler. The Microservices architecture, which is the basis of many new age distributed systems such as OpenStack, NetFlix and so on, is at the heart of Cloud Foundry - a complete developer-oriented Platform as a Service (PaaS) that is IaaS agnostic and supports vCloud, OpenStack and AWS. Serverless computing is revolutionizing computing. In his session at 19th Cloud Expo, Raghav...
Aug. 24, 2016 10:00 AM EDT Reads: 446
Fact: storage performance problems have only gotten more complicated, as applications not only have become largely virtualized, but also have moved to cloud-based infrastructures. Storage performance in virtualized environments isn’t just about IOPS anymore. Instead, you need to guarantee performance for individual VMs, helping applications maintain performance as the number of VMs continues to go up in real time. In his session at Cloud Expo, Dhiraj Sehgal, Product and Marketing at Tintri, wil...
Aug. 24, 2016 09:45 AM EDT Reads: 441
In today's uber-connected, consumer-centric, cloud-enabled, insights-driven, multi-device, global world, the focus of solutions has shifted from the product that is sold to the person who is buying the product or service. Enterprises have rebranded their business around the consumers of their products. The buyer is the person and the focus is not on the offering. The person is connected through multiple devices, wearables, at home, on the road, and in multiple locations, sometimes simultaneously...
Aug. 24, 2016 09:45 AM EDT Reads: 2,245
Pulzze Systems was happy to participate in such a premier event and thankful to be receiving the winning investment and global network support from G-Startup Worldwide. It is an exciting time for Pulzze to showcase the effectiveness of innovative technologies and enable them to make the world smarter and better. The reputable contest is held to identify promising startups around the globe that are assured to change the world through their innovative products and disruptive technologies. There w...
Aug. 24, 2016 09:36 AM EDT Reads: 272
Internet of @ThingsExpo, taking place November 1-3, 2016, at the Santa Clara Convention Center in Santa Clara, CA, is co-located with 19th Cloud Expo and will feature technical sessions from a rock star conference faculty and the leading industry players in the world. The Internet of Things (IoT) is the most profound change in personal and enterprise IT since the creation of the Worldwide Web more than 20 years ago. All major researchers estimate there will be tens of billions devices - comp...
Aug. 24, 2016 09:00 AM EDT Reads: 3,501
Data is the fuel that drives the machine learning algorithmic engines and ultimately provides the business value. In his session at Cloud Expo, Ed Featherston, a director and senior enterprise architect at Collaborative Consulting, will discuss the key considerations around quality, volume, timeliness, and pedigree that must be dealt with in order to properly fuel that engine.
Aug. 24, 2016 07:15 AM EDT Reads: 1,655
SYS-CON Events announced today that 910Telecom will exhibit at the 19th International Cloud Expo, which will take place on November 1–3, 2016, at the Santa Clara Convention Center in Santa Clara, CA. Housed in the classic Denver Gas & Electric Building, 910 15th St., 910Telecom is a carrier-neutral telecom hotel located in the heart of Denver. Adjacent to CenturyLink, AT&T, and Denver Main, 910Telecom offers connectivity to all major carriers, Internet service providers, Internet backbones and ...
Aug. 24, 2016 07:00 AM EDT Reads: 1,742