May 19-20 l Washington, DC l Omni Shoreham
Get More Revenue With SaaS
Pat Correia
SaaS Marketing Manager, Parallels
Objectives for this Presentation
Help you Understand
• The SaaS Opportunity and Challenges
• How the SaaS Ecosystem can work for you
• How to Utilize Virtualization, Automation and
Standards in SaaS
• What common Revenue Models there are
that will help to motivate you to SaaS
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Parallels - Optimized Computing
Agenda
• SaaS Opportunity and Challenges
• Parallels Open Platform
• A Framework for SaaS
• Utilizing your SaaS Platform
• Revenue Model Examples
• Call to Action
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SaaS - Opportunity
• 5% of new business software
deployed as a service – 2005
• 25% of new business software
deployed as a service – 2011
• Opportunity


$8B (2006) => $40B (2011)
50 million SMB customers
• Types of applications

CRM, web conferencing, web
content management, HR, supply
chain, collaboration, email, and
more
SaaS % of Business Software Market
opportunity: $8B increasing to $40B
25%
20%
15%
10%
5%
0%
2005
Example Case:
• 55% of IBM’s over 10,000
PartnerWorld ISVs are
considering offering Software
as a Service*
* IBM PartnerWorld Survey
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2011
SaaS –Application Categories
Software as a Service categories to deploy
Email / Collaboration
HR Portals
ERP
Where Service Providers are Today
Web Conferencing
E-commerce
/E-marketing
Web Infrastructure
• Shared web hosting
• Basic email/webmail
• Dedicated, VPS
Online Games
CRM
Traditional Apps
Deployed into VPSs
•Accounting, business adm.,
spreadsheets, doc mgmt
management, CAD/CAM, etc.
Opportunities Available to both Providers and ISVs!
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Revenue Opportunity (SMB: 20 Users/Month)
SaaS – The Track to Higher Revenue
Advanced Apps
(CRM, ERP, vertical)
$250-$1500+
$1,000
Add Business Collaboration
(i.e. SharePoint, LCS, VoIP)
$200-$500
SaaS
Business-Class E-mail
(i.e. Hosted Exchange)
$150-$300
Dedicated &
Managed Server
$100-$500
$100
Virtual Private
Servers
$15-$100
Infrastructure
$10
Domain
Registration
$1-$3
Email
Shared Static
Web Hosting
$3-$10
Web Presence
Shared Dynamic
Web , DB, Apps
$5-$20
E-commerce
Customer Needs
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Collaboration
Application Mgmt
SaaS – Parallels Advantage
Service Provider Advantage with Parallels SaaS
• Parallels Open Platform Extends your Infrastructure


SaaS capable from provisioning to billing
Maximize a platform you are using now
• Significantly Cut Costs to Implement SaaS


Get to market faster
Without requiring additional resources
• Leverage Parallels Ecosystem to Offer a
Wide Range of High Demand SaaS Applications


Web, Collaboration, CRM, Back Office, Front Office
Centrally located in Catalog, Latest versions
Get all the details at parallels.com/saas
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Parallels - Optimized Computing
Agenda
• SaaS Opportunity and Challenges
• Parallels Open Platform
• A Framework for SaaS
• Utilizing your SaaS Platform
• Revenue Model Examples
• Call to Action
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SaaS – Ecosystem Example with APS
$
APS Application
Packaged and Certified
Independent
Software Vendor
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SaaS Services
Delivered
SaaS Applications
Service Providers
Packaged
ISVs
$
APS Provider
Access to hundreds
of APS Applications
World-Wide Channel
of Service Providers
Users
SaaS Clients
• Corporations
• SMBs
• SoHos
• Individuals
SaaS Application
Subscribers
Parallels Vision – Optimized Computing
Consumer & Business
(On Premise)
Usage
Model
Service Provider
(Hosted & SaaS)
Parallels Open Platform
Ecosystem
APS Standard
APS Catalog &
Marketplace
Virtual Templates
& Appliances
Automation
Dev Platform
Plesk Expand
Plesk Billing
Plesk Sitebuilder
Plesk Control Panel
License Automation
Operations
Automation
Business Automation
Solutions
Virtual Automation
Automation
Virtualization
Desktop
Workstation
Server
Containers
• Virtualization growing, replacing physical infrastructure

Enabler of SaaS & contributor to overall industry revenue/profit growth
• All automation products support SaaS & APS today

Offer APS-certified application through Parallels Automation products
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Parallels - Optimized Computing
Agenda
• SaaS Opportunity and Challenges
• Parallels Open Platform
• A Framework for SaaS
• Utilizing your SaaS Platform
• Revenue Model Examples
• Call to Action
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SaaS Virtualization and Automation
SaaS Platforms for Service Providers
Platform & Parallels
Product
Virtuozzo Containers
Parallels
Automation
Parallels
Type
Traditional
Multi-Tenant
Multi-Instance
Example
Strategy
Dedicated Server but
can be split with
Containers
Hosting Services
and Apps
Value Add Web
Apps
Plesk Control Panel
• We will see in the following examples that there are
several ways to SaaS

Your Platform and offerings can be basic or complex; it’s up to you

Either way Automation and Virtualization can do the work for you
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Parallels - Optimized Computing
SaaS Virtualization and Automation
SaaS Platforms for Service Providers
Platform
Parallels
Virtuozzo Containers
Type
Traditional
Example Strategy
Dedicated Server but can be split with Containers
Example Apps
• Inventory management
• Accounting packages
• Legacy business applications
• Publishing software
• PBX and Communications
Tool and Source
• Parallels Virtuozzo Containers Templates
Revenue
• Direct Hosted Service / Application Offering
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Parallels - Optimized Computing
SaaS Virtualization and Automation
SaaS Platforms for Service Providers
Platform
Parallels
Automation
Type
Multi-Tenant
Example Strategy
Hosting Services and Apps
Example Apps
• Business Class eMail
• Collaboration
• Web Conferencing
• Hosted CRM, Exchange, Sharepoint
Tool and Source
• Parallels System Automation
• Parallels Business Automation
Revenue
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• Direct Hosted Service Offering
Parallels - Optimized Computing
SaaS Virtualization and Automation
SaaS Platforms for Service Providers
Platform
Parallels
Plesk Control Panel
Type
Multi-Instance
Example Strategy
Value Add Web Apps
Example Apps
• APS Applications as both Open Source and
Commercial Apps
Tool and Source
• APS Catalog: Open Source & Commercial Apps
• Plesk Add-Ons and Application Vaults
Revenue
• UpSell as part of Plan
• Offer as SMB Package
• Offer as Single Upgrade
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Parallels - Optimized Computing
Agenda
• SaaS Opportunity and Challenges
• Parallels Open Platform
• A Framework for SaaS
• Utilizing your SaaS Platform
• Revenue Model Examples
• Call to Action
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Parallels Virtuozzo Containers Templates
• Virtuozzo Templates at parallels.com/virtuozzo

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Over 588 Parallels Virtuozzo Containers Templates and growing!
Parallels - Optimized Computing
SaaS - Parallels Virtuozzo Containers (PVC)
• www.webhosting.com.au. ACT!

Conectix (company behind acthosting) configures one
instance of ACT inside one VE of PVC; sells as Virtual Appliance

They sell this value add VPS for more than a blank VPS
• Struktur AG’s “Global Conference Room” solution

Multi-tenant app with performance for up to 1000 users

Simplified installation, configuration and maintenance
• More SaaS examples at parallels.com/saas
Hosted IP-PBX
50 virtual
environments
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Billing and Customer
Notification
Custom VzT ~ 2hrs
Provisioning addtl VCs
took 2 minutes
On-line Backup
2X Performance
Up to 50-60 Containers
Parallels Automation for SaaS
• Management Tools and Automation

Overlay platform to optimize internal and hosted
infrastructure/services on top of industry
standard platforms
• The most widely used datacenter automation solution
in the world



Single, centralized point of management for all deployed services
Minimizes operational costs through streamlining and reducing
overhead needed to perform provisioning and billing tasks
Rapidly meet customer demand with fast time-to-market for service
offerings
Pre-engineered modules for SaaS Applications
E-mail Hosting
Hosted Exchange
Hosted Dynamics CRM
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Hosted Sharepoint
SaaS – Parallels Automation
• IceWEB‘s IceMAIL

With Parallels Automation SMBs can enjoy the
benefits without the expense of owning and
maintaining mail servers
• Exchange My Mail


Using Parallels Automation they are selling
Hosted Exchange 2003 / 2007 and Hosted
SharePoint 2.0 / 3.0
Customers are adding Blackberry Support to
it or Google Mail Security
• More Recent Examples:
Mobile &
messaging services
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Microsoft Dynamics
CRM 4.0
Microsoft Exchange 2007
Parallels Plesk Control Panel
• Upgrade/license applications installed via the Application
Vault on a domain level directly via the Plesk interface
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Application Packaging Standard (APS)
APS Standard
• Packaging format to integrate Open
Source & Commercial Applications
with Control Panels
APS Applications
• Parallels is working with ISVs to
package existing Apps to offer as SaaS
APS Control Panels
• Parallels Control Panels work with APS
• In-House Control Panels such as 1&1,
HostEurope, Cohaesio work as well
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www.apsstandard.com
APS Catalog – Parallels Open Platform
Over 166
APS Applications
www.APSstandard.com
APS
APS Apps are
both Open Source
and Commercial
• Parallels' products establish a basis for delivering APScompliant applications, central location, latest versions
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APS Application Catalog Categories
Categories Targeted for APS
• Web
•
•
•
•
Web Development
Content Management
Web Analytics
E-commerce
•Applications
• Collaboration
•
•
•
•
•
•
•
E-mail/Calendaring
IP Telephony
Telecommunications
Web Conferencing
Community Site Services
Project Management
Portals
• Personal
•
•
•
•
• Front office
Blog
Gallery
Site Builder
eLearning
• Infrastructure
•
•
•
•
Security
Backup
Management
Application Management
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•
•
•
•
•
•
•
Appointment Scheduling
Help Desk Management
Call Center
Interactive Voice Response
On-line Marketing
Productivity
Survey Solutions
• Back office
•
•
•
•
•
•
•
•
•
•
•
•
•
•
•
•
•
•
•
•
•
•
•
•
•
•
•
•
•
Accounting/Financial
Asset Management
Billing
Business Intelligence
Business Process Management
Channel Management
Compliance and Risk Management
Customer Relationship Management
Dispatch Management
Enterprise Resource Planning
Expense Management
Human Resource Management
Knowledge Management
Manufacturing Solutions
Payroll
Portfolio Management
Procurement
Product Lifecycle Management
Product Planning
Professional Services Automation
Sales Compensation Management
Sales Force Automation
Supply Chain Management
Talent Management
Transportation Management
Transportation & Logistics
Vendor Management
Work Order Management
Workforce/Field Service Management
SaaS ISVs on FastTrack can help
www.pinnaclecart.com/
www.magentocommerce.com/
www.open-xchange.com/
www.invisionpower.com/
www.sugarcrm.com/
www.bvsoftware.com/
www.voipnow.com/
www.smartertools.com/
www.creloaded.com/
www.epages.de/
www.interspire.com/
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APS Service Provider Certification Benefits
Benefits
Co-Marketing
Silver Provider
Gold Provider
• Listed on APSstandard.com
• Highlighted on APSstandard.com
• Use of APS Silver logo
• Use of APS Gold logo
• Highlight in all APS ISV Presentations
APS Gold/Silver
Provider Promotion
• Visibility with Press/Analysts/Pubs
• Highlight with Press/Analysts/Pubs
• Search Engine Optimization to drive
traffic to APSstandard
• Search Engine Optimization to drive
traffic to APSstandard
Match Making
• Personal Introduction to ISVs
• Personal Introduction to ISVs
• Direct Link to FastTrack ISVs
Access to Development
• Beta versions of APS API Software
• Optional 1 Application Packaged
exclusively for Provider
Application Packaging
Control Panel
Fees
Initial Certification
Cost
Certification Renewal
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• Beta versions of APS API Software
• Certification of 1 control panel
• Certification of 1 control panel
Silver Provider
Gold Provider
• $2,500 for the first year
• $10,000 for the first year
• $1,250 annual renewal
• every 12 months
• $5,000 annual renewal
• every 12 months
Parallels - Optimized Computing
Agenda
• SaaS Opportunity and Challenges
• Parallels Open Platform
• A Framework for SaaS
• Utilizing your SaaS Platform
• Revenue Model Examples
• Call to Action
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SaaS Revenue Examples
SaaS Platforms for Service Providers
Platform
Parallels
Virtuozzo Containers
Revenue
• Direct Hosted Service / Application Offering
Type
Dedicated Virtual Server
Example 1
SugarCRM
• $40/user/mo 300 users
• $75/user/mo 500 users
• Typical 5 user minimum
Example 2
• $5-10 adder with HelpDesk
Online Backup
• $5/user/mo
500MB
• $8/user/mo
1GB
• $14/user/mo 2GB
• $5 adder w Anti-Virus
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SaaS Revenue Examples
SaaS Platforms for Service Providers
Platform
Parallels
Automation
Revenue
• Direct Hosted Service Offering
Type
Hosting Services/Apps
Example 1
Microsoft Exchange
• $9/user/mo
• $20 - $30 adder with Sharepoint services
• 10 - 20 users
Example 2
Microsoft Dynamics CRM
• $70/user/mo
• Prorated scale
• $10 addr w Blackberry
• All numbers are only estimates, subject to change and used soley to illustrate possible business models
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SaaS Revenue Examples
SaaS Platforms for Service Providers
Platform
Parallels
Plesk Control Panel
Revenue
• UpSell as part of Plan
• Offer as SMB Package
• Offer as Single Upgrade
Type
Example 1
Value Add Web Apps
eCommerce
• $55/user/mo
• $30 adder SupportCenter
Example 2
• $15 adder w Email Marketing
VoIP Now
• $15 per month
• X Minutes
• All numbers are only estimates, subject to change and used soley to illustrate possible business models
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SaaS Revenue Examples Summary
SaaS Platforms for Service Providers
Platform
Revenue
Parallels
Virtuozzo Containers
Parallels
Automation
Parallels
• Direct Hosted Service /
Application Offering
• Direct Hosted Service
Offering
• UpSell as part of Plan
Plesk Control Panel
• Offer as SMB Package
• Offer as Single Upgrade
Type
Dedicated Virtual Server
Hosting Services/Apps
Value Add Web Apps
Example 1
SugarCRM
Microsoft Exchange
eCommerce
• $40/user/mo 300 users
• $9/user/mo
• $55/user/mo
• $75/user/mo 500 users
• $20 - $30 adder with
Sharepoint services
• $30 adder SupportCenter
• Typical 5 user minimum
• $5-10 adder with HelpDesk • 10 - 20 users
Example 2
Online Backup
Microsoft Dynamics CRM
• $5/user/mo 500MB
• $70/user/mo
• $8/user/mo
• Prorated scale
1GB
• $14/user/mo 2GB
• $15 adder w Email
Marketing
VoIP Now
• $15 per month
• X Minutes
• $10 addr w Blackberry
• $5 adder w Anti-Virus
• All numbers are only estimates, subject to change and used soley to illustrate possible business models
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SaaS Revenue Examples
$11.95/mo
$24.95/mo
$49.95/mo
$2.95/mo
$7.49/mo
• Example of mixed SaaS Application offering
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Agenda
• SaaS Opportunity and Challenges
• Parallels Open Platform
• A Framework for SaaS
• Utilizing your SaaS Platform
• Revenue Model Examples
• Call to Action
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SaaS - Next Steps for Service Providers
Utilize your SaaS Enabled Platform to Offer SaaS



Virtuozzo Containers => Virtuozzo Templates
System Automation => Pre-engineered modules
Plesk Control Panel => Add-ons/APS Application Catalog
Get Certified as an APS Provider

Optional: To up-level your APS Participation
Collaborate with ISVs

Many ISVs with Valuable Apps, More on the Way
Talk to Us


Success/Challenges/Tools You Need
Send questions to [email protected]
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Get More Revenue with SaaS - Summary
• SaaS is a Huge Opportunity!
• With Parallels help you can get into SaaS quickly
• Virtualization and Automation are key enablers of SaaS
• Many ways to offer SaaS and make Money
SaaS:
Let’s work together to realize the Revenue Opportunity!
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Appendix
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