Cloud Revenue Streams
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1 Cloud Revenue Streams Not All Cloud Platforms Are Created Equal Prepared for: White Paper 2012 Neovise, LLC. All Rights Reserved.
2 Introduction Cloud computing is creating new ways for businesses to outsource their IT infrastructure requirements. Instead of just using basic colocation services and bare metal hosting, they are now provisioning servers, storage, network and other resources on a pay-as-you-go basis from a new breed of service providers. Businesses are eager to use cloud services to improve their agility, efficiency and flexibility. For example, they can build new types of applications that scale across multiple instances and dynamically adjust resource consumption in response to changes in demand. They can also reduce costs by running existing applications only when needed. To capitalize on the opportunity to serve a new and growing market of cloud adopters, the majority of service providers are quickly adding cloud services in the form of infrastructure as Cloud computing is a competitive market, and new players must carefully define their service strategy to be successful. a service (IaaS) and other on-demand IT services to their offerings. As they do so, they are tapping new sources of revenue and customers. Still, cloud computing is a competitive market and new players must carefully define their service strategy to be successful. Cloud computing is inevitably becoming ingrained in IT and spurring a new wave of innovation. Service providers are realizing that they must make the critical shift to cloud services or risk being left behind by faster, more adaptable players in the industry. The Race for Cloud Revenue As the IT industry adjusts to the changes brought on by cloud computing, the race to capture cloud revenue has officially begun. Hosting providers, telcos and other service providers are all adding cloud services alongside their traditional offerings. According to Neovise research, in 2013 more than half of the largest 500 service providers worldwide had already started selling cloud-based IaaS. Mid-size and smaller providers must move quickly to stake their positions. Cloud infrastructure services have been available for several years, and many competing solutions appear quite similar, built around compute and memory by the hour and storage by the gigabyte. Of course, some cloud services are actually quite different. Some providers have differentiated their offerings with additional layered services, guaranteed IOPs, high performance networking such as InfiniBand, and other features Neovise, LLC. All Rights Reserved. Page 1
3 There are various strategies service providers can take to enter the market. Some choose to resell services from a wholesale or federated provider. In this case, the provider makes a margin by reselling the services at a higher price, by bundling services in unique ways, by adding value through customer support and consulting services, or some combination of approaches. Other service providers choose to build their own cloud. In this case, the service provider is responsible for building the infrastructure and buying or building a cloud management platform. Platform Choice Matters Choosing the right cloud management platform is an essential component for success. In the report, Choosing the Right Cloud Management Platform Neovise examines several of the popular cloud platforms used by service providers today, including OnApp, Citrix CloudPlatform, and OpenStack. Each platform has unique advantages and disadvantages, and we suggest that providers focus on three key requirement categories business, product, and support to make the best choice. In this report we further evaluate one of the most important criteria for choosing the right cloud management platform: cloud revenue streams. Service provider success is not simply determined by the features or capabilities enabled by a cloud platform. It also depends quite strongly on the set of services that can be directly monetized. Cloud Revenue Streams With the majority of service providers moving to offer cloud services, getting to market quickly is extremely important for most new entrants. One solid approach for new cloud providers is to rapidly develop a solid, core set of services while maintaining the flexibility to differentiate and layer additional services as revenue grows. At the same time, it is exceedingly important to understand that different cloud platforms can either enhance or undermine this strategy. It is exceedingly important to understand that different cloud platforms can either enhance or undermine this strategy. To gain market share and achieve healthy margins, service providers must balance revenue streams, time to market, service differentiation, pricing strategy, and other factors. For this reason, we evaluate revenue streams from several perspectives, including how difficult and costly it is to enable them using different cloud management platforms Neovise, LLC. All Rights Reserved. Page 2
4 Core Revenue Streams The list of cloud services available from service providers continues to diversify and grow. Yet spending limited resources on building and offering esoteric services is unlikely to help new market entrants grow their business. Instead, cloud providers should initially focus on these important services. Compute Multitenant virtual: Servers are divided into multiple, isolated compute instances using server virtualization. Separate cloud customers (tenants) use compute instances from the same underlying server, without access to each other s applications or data. Bare Metal: Customers provision servers that have not been virtualized, and can use the hardware any way they choose. Network Load balancing: Customers can specify a group of servers that will share the processing of incoming requests. This helps eliminate performance bottlenecks, and is good for large workloads with fluctuating performance requirements. Firewalls: Firewalls provide customers with protection by monitoring network activity and intercepting security threats and unapproved traffic. Firewalls may be implemented on network infrastructure, at the hypervisor layer, or on individual virtual machines. CDN: Content delivery networks allow customers to meet performance and availability objectives by distributing applications and workloads across multiple, geographically dispersed servers that reside closer to content consumers. DNS management: This allows customers to establish and manage a namespace for their domains, or the domains of their customers. Storage Block: Block level storage lets customers create raw storage volumes that can be used for almost any type of application. Servers connect to these raw storage volumes and use them the same way they would an individual hard drive. Object: Object storage lets customers manage their data as objects rather than files or blocks of data. Object storage is highly scalable and reliable, but generally does not serve as a full replacement for block and file storage Neovise, LLC. All Rights Reserved. Page 3
5 Comparing the Revenue Streams The choice of cloud management platform significantly impacts how well a cloud strategy can be executed. So we ve compared three separate cloud management platforms based on the revenue streams they enable: OpenStack, Citrix CloudPlatform and OnApp. Key Findings One way to evaluate competing products or services is to construct a comparison matrix. Each cell in the matrix gets a Yes or No, based on whether a given product supports the associated capability. However, comparing revenue streams between different cloud platforms requires deeper insight. After all, simply showing that, Yes, platform A and platform B both support compute as a service does little to assist in the decision-making process. Our research shows that OpenStack, Citrix CloudPlatform and OnApp enable similar revenue streams. While there are some important differences in the revenue streams enabled by each platform, which are noted in the sections below, it is the manner in which these platforms enable cloud revenue streams that matters most in the selection process. For example, one platform might enable cloud services immediately upon installation, while another requires integration with other products or possibly even software development work. It is the manner in which these platforms enable cloud revenue streams that matters most in the selection process. Key attributes for evaluating the effectiveness of each cloud platform include time to market, level of expertise required, and cost. Importantly, these attributes are interdependent. As an example, if a high level of expertise is required to implement the platform, it may take longer to get to market and result in higher costs. OpenStack OpenStack is free, open source cloud management software that can be used to build a cloud management platform. There are a number of commercial cloud management platforms based on OpenStack, but since each follows a different approach to using, modifying and/or extending OpenStack, this analysis focuses solely on the core OpenStack software. OpenStack has a very large and active community of developers who have added a breadth of functionality to the software. It has a flexible architecture and offers a variety of interrelated modules that enable compute, object storage, block storage, networking and other infrastructure services. OpenStack generally allows cloud builders to use their choice of hardware and 2014 Neovise, LLC. All Rights Reserved. Page 4
6 hypervisor, avoiding unwanted lock in to any single vendor. Those building OpenStack clouds can decide which modules to use or even build and integrate their own modules using OpenStack APIs. There are also systems integrators available to help build, deploy and customize OpenStack-based clouds. Some of the benefits provided by OpenStack also create challenges. Since almost every OpenStack cloud is different, applications may not move seamlessly from one cloud to another. The initial objective of a federated group of public OpenStack clouds has not been met due to competing deployments. Additionally, there has been relatively little adoption within the service provider industry, even with widespread awareness. And while OpenStack is highly flexible and modular, it is While OpenStack is highly not an out-of-the-box solution. OpenStack has not reached flexible and modular, it is not the stage of maturity where a service provider can simply an out-of-the-box solution. install, test and put it into production. In fact, it is widely considered difficult, expensive, and time consuming to roll out. Most hosting providers simply do not have the knowledge, expertise or resources to build an OpenStack cloud. Using an experienced systems integrator is an option, though it can be expensive. When it comes to revenue, the open-source, modular approach used by OpenStack means it is hypothetically possible to enable any revenue stream. Of course, developing new software is not a viable option for most providers, so they should be aware that DNS management and CDN services are not part of the OpenStack core. Networking functionality, including load balancing, is provided through the Neutron module. Unfortunately, Neutron is known to be immature, and requires significant investment by cloud adopters to ready it for production. To start delivering services, providers must first arrive at a production-ready OpenStack cloud a process that typically takes months and is frought with implementation risks. They must also integrate with their existing portals and billing systems. This all takes additional time, money and expertise. While OpenStack offers extensive options for customization and differentation, it comes with corresponding costs and is unlikely to quickly enable new revenue streams. Citrix CloudPlatform Citrix CloudPlatform is a commercial cloud management platform built from the Apache CloudStack open source project. It is maintained and supported by Citrix, and can be used by service providers and enterprises to build public, private and hybrid clouds Neovise, LLC. All Rights Reserved. Page 5
7 CloudPlatform supports a variety of hypervisors including Citrix XenServer, VMware vsphere, Microsoft Hyper-V and KVM, as well as bare metal servers. Its hardware agnostic approach allows providers to leverage existing server, storage and networking investments, and purchase new hardware from any vendor they choose. CloudPlatform receives contributions from the community of Apache CloudStack developers, as well as commercial support from Citrix. The platform is also more mature, proven and easier to deploy than OpenStack. The platform is also more mature, proven and easier to deploy than OpenStack. Although the Apache CloudStack community is a source of product enhancements for CloudPlatform, it competes with the OpenStack community for mind share and developer resources. While OpenStack continues to capture industry attention, interest in the Apache CloudStack community has lagged. It is unclear whether this will be problematic for the future of CloudPlatform since Citrix continues to invest its own development resources. At the same time, Citrix must serve two masters when developing enhancements: service providers and enterprise IT. In terms of revenue streams, CloudPlatform offers some built-in capabilities and others that require additional products. Included with the platform are provisioning and management capabilities for virtual and bare-metal compute services. Load balancing and firewall capabilities can be added by purchasing Citrix NetScaler application delivery controllers (ADC), which are available in physical and virtual appliance form factors. A CDN service is not included with CloudPlatform, however a third-party CDN can be integrated with additional work. Amazon S3 compatible object storage is available through an existing third-party integration with Cloudian and is priced separately. Citrix CloudPlatform is a much more viable option than OpenStack for most service providers for at least two reasons. First, it is a mature commercial offering, with vendor support. Second, it removes significant complexity by not requiring software development to simply get the platform production ready. Still, it is not the fastest, easiest or least expensive path to producing cloud revenue streams an important consideration for small and mid-size service providers. OnApp OnApp is a commercial cloud management platform designed specifically to meet the needs of service providers in the hosting industry. Service providers use it to build and deliver public and private cloud services Neovise, LLC. All Rights Reserved. Page 6
8 OnApp is OS and hypervisor agnostic, and can accommodate customer requirements for hosting multiple operating systems on multiple virtualization platforms. The platform also includes integrated SAN storage. This innovative, distributed storage solution lets providers set up multiple virtual SANs for various performance requirements. To provide end customers with high availability and geographic proximity to their workloads, OnApp offers an integrated CDN service with over 170 locations in 43 different countries. Multiple services are available immediately upon Multiple services are available installation, so providers don t need to spend time and immediately upon installation, so resources on integration work. OnApp also provides a providers don t need to spend time broad feature set for service providers, including a and resources on integration work. control panel, orchestration capabilities, virtual server management, load balancing, firewall capabilities, bare metal provisioning, and hybrid smart server provisioning. Service providers don t need to worry about coding, integrating modules, and completing complex configurations; all they need is hardware for deploying the platform and hosting their services. OnApp makes it easy to integrate with existing billing systems, so providers can rapidly start selling cloud services. OnApp does not yet enable object storage as a service. Providers will need to focus on block and file storage as their primary storage services, or integrate with a separate object storage solution. The platform control panel currently lacks multi-site management capabilities, making it more difficult for administrators to manage workloads across multiple data centers. With the exception of object storage, OnApp enables all the previously discussed core revenue streams out of the box. Since OnApp charges service providers for the number of OnApp units they use, and a subscription for the control panel, there are no up front licensing costs. Service providers only need to provide the underlying infrastructure, or they can choose from a number of hardware, hosting and colocation packages. OnApp can also be deployed as a pure virtual instance, and customers can become virtual service providers without using any infrastructure of their own. This means new entrants can get to market quickly with a comprehensive set of services, and then expand as they generate revenue. OnApp is easy to deploy and service providers receive extensive support throughout the process. Using a combination of turnkey features and OnApp support, some customers have achieved a production-ready cloud in just two weeks time. With the introduction of OnApp compute federation, service providers can also resell services from others in the network Neovise, LLC. All Rights Reserved. Page 7
9 Importantly, service providers get a high degree of flexibility in how they bill customers for their services. OnApp provides granular billing for CPU and storage, allowing providers to create different price tiers based on resource attributes and other dimensions. They can also bill for other resources, including network infrastructure, templates, and customizations. Additionally, service providers can explore their own innovative billing options, such as packaged resources and monthly plan billing, in addition to utility/by-the-hour billing. Conclusions Cloud computing represents a great new opportunity for service providers. Yet, with the vast majority of service providers moving to cloud, it is also important to get to market quickly. The right choice of cloud management platform not only helps service providers get to market quickly with core set of services, but provide the flexibility to differentiate and layer additional services when they are ready. Developing your own cloud based on OpenStack is not the best option for most hosting providers. Depending on your capabilities, resources and timeline, there is a good chance you ll struggle with the initial stages of deploying, stabilizing, and integrating it with your current systems and finally delivering revenue-generating services. Most service providers will have more success with a commercial cloud management platform. Just keep in mind that there are large differences between platforms in terms of how complex, time consuming and expensive it may be to enable the core revenue streams. Citrix CloudPlatform is a viable option, particularly for very large service providers. However, OnApp is by far the most widely deployed cloud management platform among service providers in large part because it is the fastest, easiest and least expensive path to producing cloud revenue streams Neovise, LLC. All Rights Reserved. Page 8
10 About Neovise Based on independent research and analysis, Neovise delivers essential knowledge and guidance to cloud-related technology vendors, service providers and systems integrators, as well as business and IT organizations that purchase and use cloud-related services and technology. Our offerings include research, advisory and collateral development services that help our customers and their customers make optimal decisions and formulate winning strategies. Research. Analyze. Neovise. For more information, visit Neovise, LLC. All Rights Reserved.
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