Building and packaging highly scalable services for maximum market penetration (Michael Toutonghi)

Building and Packaging Highly Scalable ServicesMichael Toutonghi, Parallels CTO

Profit from the Cloud™ | 2

• 10 years of startups- Started my first company (CAD workstations) in 1982- Multiple systems oriented startups (schedulers, device drivers, runtimes)

• 10 years at Microsoft (developer – VP/DE)- Led Windows 95 kernel development- Started and led Microsoft’s Java runtime- Microsoft’s .Net platform co-founder- Founded Microsoft eHome to launch Windows Media Center Edition

• After that, I really started learning about high-scale…

Who Am I?

Profit from the Cloud™ | 3

2004 – 2007, CEO, WebFives social network

WebFives Social Network

• Many services working together- Account, relationship management- Secure sharing service, friends, groups- Mobile client, AJAX, PC- Custom P2P network for optimizing unreliable

infrastructure- Ingestion servers- Audio, video, image transcode pipeline- Logging pipeline- Data processing platform

• Scale- Data processing pipelines- Scale out of tiers and subsystems- P2P firewall bridging- Media transcoding- Advertising

• Customer acquisition

Profit from the Cloud™ | 4

• Microsoft Advertising- 10s of billions of ads served daily- Terabytes of daily logs, petabytes of data- < 40ms + latency SLAs- User correlation across 100’s of millions daily unique visitors- Web activity analysis- Bayesian networks- Real-time data pipelines- Real-time, geo-scale marketplace optimization based

• Microsoft Midori

2007 – 2011, Technical Fellow, Microsoft

Profit from the Cloud™ | 5

• Desktop Virtualization Business- Parallels Desktop for Mac – Virtualization for Macs- Parallels Workstation – Virtualization for PCs- Parallels Mobile – Access your Mac or PC from anywhere

• Service Provider Business- Parallels Plesk Panel- Parallels Business Automation Standard- Parallels Automation- Parallels Virtuozzo Containers- Parallels Cloud Server – Distributed Storage, Virtualization

2011 – present, CTO, Parallels

Profit from the Cloud™ | 6

PC Software Virtuous CircleHow do you acquire customers?XaaS Virtuous Circle

?

• Direct (Yandex, Google, Facebook, Vkontakte)• Through distributors with scale (OEMs, Telcos, etc.) • Integrate with standards of an ecosystem

Profit from the Cloud™ | 7

How do you acquire customers?• Direct (Yandex, Google, Facebook, Vkontakte, Salesforce)

- User focused- Sticky, low churn services- Traditional and viral marketing- Direct sales

• Through distributors with scale (OEMs, Telcos, etc.)- Close smaller number of large deals- App stores and marketplaces- Volume provides ROI on custom development and integration

• Integrate with standards of an ecosystem- Facebook API, identity – reach consumers- Real-time bidding APIs – reach advertisers / publishers / agencies- Application Packaging Standard (APS) – multi-SP enablement

Who

lesa

le

VAR

SI

Vertical Hoster

Small Hoster

Val

ue A

dd S

ervi

ces

Direct

The APS Enabled Ecosystem

APSEnabled Service Provider

applications

Profit from the Cloud™ | 9

Application Packaging Standard – History

H1 20132010-20122008-2010

SP-Hosted Services Service IntegrationParallels Automation

APS 2.0SP-Hosted Services SP-Hosted / SaaS Parallels Automation

APS 1.x Parallels Automation

APS 1.0

AP

S S

ervice

Bu

s

Profit from the Cloud™ | 10

APS Version 2 – • APS specification defines

- Package formats (XML meta description, JSON schema, HTML 5)- Core API for resource integration within common user context- Extensible REST interface description w/inheritance- HTML 5/Javascript UI extensibility- Common PHP runtime support for any infrastructure

• APS controller provides- Implementation of specified formats and REST enabled access to

packaged resources- Proxy for APS REST endpoints, providing security, common resource

and endpoint namespace

• APS runtime provides- Infrastructure independent deployment of PHP APS resources into

compatible shared hosting environment- PHP library for easy implementation of and access to APS resources

Support for Linux, Windows native, and Windows.Net environments

Profit from the Cloud™ | 11

Common Provisioning and Integration Interfaces

Service IntegrationParallels Automation + APS• APS Controller API- Service discovery- Cross-service

communication and dependencies

- Notifications

• UI extensibility for ordering, provisioning, and configuring

• Integration, cross-sell, and up-sell enablement

• Multi-protocol SSO- OpenID Connect- SAML, …

store.myco.comwww.myco.com

AP

S S

ervice

Bu

s

PP

Profit from the Cloud™ | 12

User Subscription

Inheritance, Dependencies, and Discovery

Exchange

•Extensible REST APIs- Interface Inheritance- Dependencies- User-aware resource discovery- Notifications- Single sign-on

•Benefits- Many SPs, one integration- Common service types with

different implementations•VEs, C&C, Web, etc.

- Services can auto-integrate for a better user experience

Zimbra

Mailbox

Virtual Environment

Traffic Shaper

APS Resource

Web Content Management

E-Commerce

ExchangeAnti-spam/

virus

Profit from the Cloud™ | 13

Custom UI integration into provisioning workflow

Profit from the Cloud™ | 14

Single Sign On (SSO) – UI Authentication

• Pluggable protocols with support for SAML, AD, and OpenID Connect

• Easy UI integration eliminates client access to credentials

APS ApplicationHTTP REST Endpoint/wordpress/

Welcome to The Blog!

01-01-12This is first record in my Blog which I’m going to ….

02-01-12This is my second record in my Blog, which I wrote on the second day…

http://my.wordpress.provider.com/Login

lin-sh-12.provider.com

OpenIDOAuthSAML

Etc.

login.provider.com

APS ControllerHTTP REST Endpoint/resources/

poa-mn.provider.comAPS Application

HTTP REST Endpoint

/provider/lin-sh-12.provider.com

IFrame

Meta-Cloud Example – Pluggable IaaS via APS15

MetaCloud

….

APS SC

APS Packet(VPS-NG)

IM

PCSPCSPCS

APS Packet(vCloud)

vCloudDirector

ESXESXESX

APS Packet(SystemCenter)

SystemCenter

Hyper-VHyper-VHyper-V

APS Packet(…)

…

….…

IntegrationModules

ManagementModules

ServiceNodes

Platform

---

---

Implemented in the scope of APS 2.0

Will be possible to implement by partners when APS 2.0 is available

Profit from the Cloud™ | 16

• In addition to solving technical challenges, develop a great customer acquisition plan- Who is your customer?- How will they find, use, purchase your service?- How can you leverage appropriate channels of distribution?- How will your service work with others?

• If you target business, expand your reach by APS packaging your SaaS services and applications

•Let us know if you’ve got ideas for further enabling the SaaS transition – we may want to hire you!

Key Points

Profit from the Cloud™ | 17

APSStandard.org Website• APS Documentation & Development Tools• APS Questionnaire (http://survey.apsstandard.org/index.php?sid=2)• APS Support Queue• APS Certification• APS Application Catalog

Parallels Automation Test Bed (via www.APSStandard.org)

Parallels.com• Parallels Automation

- www.parallels.com/products/automation • Parallels Plesk Panel Information & Product Downloads

- www.parallels.com/products/plesk• Parallels Partner Network

- www.parallels.com/partnernet/product-documentation/ (registration required)• Parallels Technical Network (PTN)

- www.parallels.com/ptn (registration required)

Thank you – APS & Parallels Websites