Click here to close now.

Welcome!

Microservices Journal Authors: Elizabeth White, SmartBear Blog, Liz McMillan, Louis Evans, Pat Romanski

Related Topics: Cloud Expo, Microservices Journal, Search, Web 2.0, Apache, Security

Cloud Expo: Article

The Case for Cloud Brokers

Brokers make markets in any industry and cloud computing is no exception

As per Wikipedia, a typical supply chain is a system of organizations, people, technology, activities, information and resources involved in moving a product or service from supplier to customer. Supply chain activities transform natural resources, raw materials and components into a finished product / service that is delivered to the end customer. In sophisticated market systems, used products may re-enter the supply chain at any point where residual value is recyclable. Supply chains link value chains. As per Wikipedia, a typical supply chain is a system of organizations, people, technology, activities, information and resources involved in moving a product or service from supplier to customer. Supply chain activities transform natural resources, raw materials and components into a finished product / service that is delivered to the end customer. In sophisticated market systems, used products may re-enter the supply chain at any point where residual value is recyclable. Supply chains link value chains.

Value chains outline the activities involved in creating value from the supply side of economics - where raw materials are used to manufacture a product / service - to the demand side when finished products or components are marketed and shipped to re-sellers or end users.

The value chain proposition in cloud computing is as simple as depicted in the figure below:

Currently, in the cloud market, the value creation activity is limited to a specific segment of the industry value chain (It's changing very fast though). There are huge opportunities when we talk about the value system as a whole because the linkages are not just a compilation of activities that are independent of each other but it is a intricate system of activities that are highly interdependent because they are related by their linkages (often multi-dimensional). Through these linkages, the performance of one activity affects the cost / performance / value of another. The cloud brokers business is all about exploiting these linkages and adding value to these linkages. Cloud market provides a unique opportunity in these linkages. The "cloud broker" model, as discussed above, can be applied to various stages of the cloud value chain. Cloud brokerages bring together buyers and sellers of cloud services. The cloud broker market is being accelerated by the emergence of solutions that make it quick and easy to implement. Some of the activities that brokers in a cloud ecosystem are actively engaging in are:

  • Facilitate and operate business-to-business (B2B) transactions
  • Facilitate and operate business-to-consumer (B2C) transactions
  • Facilitate and operate consumer-to-consumer (C2C) markets across the complete value chain.
  • Act as service aggregators by bringing business owners and consumers together to get better cost / service
  • Acts as metamediaries by not only bring interested parties together, but also provide different services related to the actual transaction, such as billing or order tracking, support and maintenance etc.
  • Technology and process integration across various cloud and business services
  • Cloud service intermediation: Offer intermediation for multiple services to add value-adds like identity management or access management.
  • Management and operational services

This not only brings interested parties together, but also provides different services related to the actual transaction, such as billing or order tracking, support and maintenance, etc.

Conclusion
Cloud brokers make a very strong case for faster cloud adoption and unifying the market. Other benefits such as cost reduction, better and faster discovery, lower transaction costs, finding new business, supply chain efficiency, monitoring demand and market trends are common. The big guns of the industry are already aware and are now trying to integrate and expand in all directions (vertically, horizontally and via alliances) which is in principal similar to the broker model. Whether they will be able to replace the brokers or they will lose their core competence remains to be seen (I will discuss this in a future blog...) Bottom-line is that Brokers make markets in any industry and Cloud computing is no exception. Period.

More Stories By Sunil Pathak

Sunil has close to 16 years experience in Information Technology providing leadership, management, planning, system development and engineering, training, people development, methodologies, and process support. He has worked in the area of internet based technology solutions, ecommerce applications, product development, product maintenance, e-business platforms, portals, collaboration, content management, and business intelligence.

He currently works for Colt Technologies Services, Bangalore, India as Head of Systems Development and Support. Sunil holds an Executive MBA (IIM Calcutta), Masters in Technology (IIT Kanpur) and a Bachelor of Engineering in Electrical Engineering. He also holds diploma in entrepreneurship from EDI Ahmedabad. He can be reached at :
Linkedin - http://in.linkedin.com/pub/sunil-pathak/4/501/a9b
Twitter - @sunil__pathak


Disclaimer:The opinion expressed here are my own and not necessarily those of my employer.

@MicroservicesExpo Stories
Chef and Canonical announced a partnership to integrate and distribute Chef with Ubuntu. Canonical is integrating the Chef automation platform with Canonical's Machine-As-A-Service (MAAS), enabling users to automate the provisioning, configuration and deployment of bare metal compute resources in the data center. Canonical is packaging Chef 12 server in upcoming distributions of its Ubuntu open source operating system and will provide commercial support for Chef within its user base.
A few weeks ago, SmartBear hosted API Craft Boston with the folks from Akana, Ian Goldsmith and Laura Heritage, to talk about microservices. It was an extremely informative presentation of where microservices came from, what it solves, and considerations around how it might fit into an organizational API strategy. It’s one thing to read everyone else’s opinions on blogs, twitter, etc. It’s great to go to workshops and conferences, but this was so intelligently presented (and for a meetup too)...
While DevOps most critically and famously fosters collaboration, communication, and integration through cultural change, culture is more of an output than an input. In order to actively drive cultural evolution, organizations must make substantial organizational and process changes, and adopt new technologies, to encourage a DevOps culture. Moderated by Andi Mann, panelists will discuss how to balance these three pillars of DevOps, where to focus attention (and resources), where organizations m...
Today, the demand for new applications is growing at an unprecedented rate throughout lines of business and across industries. Customer expectations for mobile and e-commerce capabilities are transforming software development speed and quality into a competitive differentiator for even the most unlikely businesses. For existing software development shops, the proliferation of platforms, increasing need for total global uptime, and accelerating pace of industry disruption by fast-paced startups h...
of cloud, colocation, managed services and disaster recovery solutions, will exhibit at SYS-CON's 16th International Cloud Expo®, which will take place on June 9-11, 2015, at the Javits Center in New York City, NY. TierPoint, LLC, is a leading national provider of information technology and data center services, including cloud, colocation, disaster recovery and managed IT services, with corporate headquarters in St. Louis, MO. TierPoint was formed through the strategic combination of some of t...
How do you securely enable access to your applications in AWS without exposing any attack surfaces? The answer is usually very complicated because application environments morph over time in response to growing requirements from your employee base, your partners and your customers. In his session at 16th Cloud Expo, Haseeb Budhani, CEO and Co-founder of Soha, will share five common approaches that DevOps teams follow to secure access to applications deployed in AWS, Azure, etc., and the frict...
SYS-CON Events announced today that Soha will exhibit at SYS-CON's DevOps Summit New York, which will take place on June 9-11, 2015, at the Javits Center in New York City, NY. Soha delivers enterprise-grade application security, on any device, as agile as the cloud. This turnkey, cloud-based service enables customers to solve secure application access and delivery challenges that traditional or virtualized network solutions cannot solve because they are too expensive, inflexible and operational...
SYS-CON Events announced today that Vicom Computer Services, Inc., a provider of technology and service solutions, will exhibit at SYS-CON's 16th International Cloud Expo®, which will take place on June 9-11, 2015, at the Javits Center in New York City, NY. They are located at booth #427. Vicom Computer Services, Inc. is a progressive leader in the technology industry for over 30 years. Headquartered in the NY Metropolitan area. Vicom provides products and services based on today’s requirements...
SYS-CON Events announced today that Ciqada will exhibit at SYS-CON's @ThingsExpo, which will take place on June 9-11, 2015, at the Javits Center in New York City, NY. Ciqada™ makes it easy to connect your products to the Internet. By integrating key components - hardware, servers, dashboards, and mobile apps - into an easy-to-use, configurable system, your products can quickly and securely join the internet of things. With remote monitoring, control, and alert messaging capability, you will mee...
What exactly is a cognitive application? In her session at 16th Cloud Expo, Ashley Hathaway, Product Manager at IBM Watson, will look at the services being offered by the IBM Watson Developer Cloud and what that means for developers and Big Data. She'll explore how IBM Watson and its partnerships will continue to grow and help define what it means to be a cognitive service, as well as take a look at the offerings on Bluemix. She will also check out how Watson and the Alchemy API team up to off...
Thought experiment: let’s say your app gets a message from somewhere, perhaps from another app, but you don’t know from where. The message contains the number 47 but no other information. What should your app do with the message? The answer: nothing. There’s no way for your app to make any sense out of a single datum with no context, no additional information or metadata about the datum itself. Now, let’s scale up this thought experiment to a data lake. There are a few common definitions o...
The 17th International Cloud Expo has announced that its Call for Papers is open. 17th International Cloud Expo, to be held November 3-5, 2015, at the Santa Clara Convention Center in Santa Clara, CA, brings together Cloud Computing, APM, APIs, Microservices, Security, Big Data, Internet of Things, DevOps 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 bu...
Change becomes the central principle of today’s enterprises, and thus business agility becomes the most important characteristic our organizations must exhibit. Agile Architecture lays out a best practice approach for achieving this agility – and thus drives and coordinates the other revolutions, as both digital and DevOps are about being able to deal with change better as well.
The concept and subsequent adoption of 'Containerization'' is growing at a rapid speed with the support of almost every other major player in the industry. This concept is much more efficient than the Virtualization which has been a major option for Infrastructure optimization in the past decade. The following factors distinguish a Container from a Virtual Machine. Containers contain Only the Application Specific libraries and binaries. They do not include a guest operating system. Rather ...
There's a real buzz about microservices and containers in the application development and DevOps communities, and of course these are topics we've been talking about a great deal lately here at XebiaLabs too. Microservices and containers offer many attractive features, not least the potential for enhanced flexibility, and a robust architecture based on best-fit services. What we at XebiaLabs are really interested in is how organizations can effectively deliver microservices-based apps to bett...
Cloud Expo New York is happening from June 9 - 11. This event brings together the worlds of Cloud Computing, DevOps, IoT, WebRTC, Big Data and SDDC. We hope to see you there-members of the Blue Box team will exhibit in booth 218 next to the DevOps area. Plus, our Chief Product Officer, Hernan Alvarez, will present his talk "The Cloud Has a Down-and-Dirty Lining" as part of the Operations track in the DevOps Summit portion of the event on June 9 at 11 am. Learn more about his session her...
SYS-CON Events announced today that Column Technologies, a global technology solutions company, will exhibit at SYS-CON's DevOps Summit 2015 New York, which will take place June 9-11, 2015, at the Javits Center in New York City, NY. Established in 1998, Column Technologies is a leader in application performance and infrastructure management for commercial and federal markets. The company is headquartered in the United States, with a diverse and talented team of more than 350 employees around th...
Financial services organizations were among the earliest enterprise adopters of cloud computing. The ability to leverage massive compute, storage and networking resources via RESTful APIs and automated tools like Chef and Puppet made it possible for their high-horsepower IT users to develop a whole new array of applications. Companies like Wells Fargo, Fidelity and BBVA are visible, vocal and engaged supporters of the OpenStack community, running production clouds for applications ranging from d...
As we recently previewed (read more about our London PoP in Jesse's post), Blue Box is opening a new Data Center in London, but hadn't announced the provider. Today we're excited to partner with TelecityGroup, whom we've selected as our data center partner in London. We chose their Powergate location, which is one of the U.K.'s most advanced, flexible and energy efficient carrier-neutral data centres. Why does that matter to you? Well, when customers choose Blue Box, they're trusting us with ...
The 5th International DevOps Summit, co-located with 17th International Cloud Expo – being held November 3-5, 2015, 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...