1
!"#$%$&'($&()"*(+,#-.(,/(0-1234"56$&'()"*(&*7(&,#85-
!"$&9(:-5)/,#8435&.(",7(485--(8,%*4;(485#)-<(85.*(=5&(4*)(>$'()"$&'4($&(8,)$,&?
:14"(@@@@@@A :1--4"$/)
$:",&*B$:5.(54(6-5)/,#83(5(/*7(5664(6#$8*(),(6186C
&,7(DEF;GGG(5664('#,7$&'(><()"*(",1#C(
H,7()"5)($4()"*(9$&.(,/(-*%*#5'*I(-$9*??
2
+*("5%*(8,%*.(/#,8(5&(*#5(,/(*J1$-$>#$18(),(
K(L*-$*/
5&(*#5(,/(*J1$-$>#$18(),(5(&*7(&,#85-M
5&(*#5(,/(=,&4)5&)(.$4M*J1$-$>#$18C
+"<($4()"$4N
L1)()"*(OD4) P($&/#54)#1=)1#*(.#$%*&(><()"*(=,&)$&15-(*26,&*&)$5-(5.%5&=*4(,/(=,861)5)$,&;(4),#5'*(Q(>5&.7$.)";(7$)"(&,(4)5>$-$)<($&(4$'")??(
!"*(#$4*(,/()"*(&*7(&,#85-
R
!"*(#$4*(,/()"*(&*7(&,#85-
RM=1#%*
#56$.(4*)(,/(61&=)15)*.(8,%*4S6,)*&)$5--<(&*%*#(*&.$&'T
3
$&(5(7,#-.(,/($&=#*54$&'-<(#56$.(="5&'*;)"*("5-/(-$/*(,/(5('$%*&(4),=9B49$--($4(
=,&4)5&)-<(4"#$&9$&'Q()"*(6#*.$=)5>$-$)<(,/(/1)1#*(&**.4($4(
$ $ - (- ( ) $ ?
R),=94(@@@@@A(0-,746#,)*=)$&'(
9&,7-*.'*(544*)465#)$=$65)$&'(
$&(9&,7-*.'*(/-,74
$&=#*54$&'-<(-*44(=*#)5$&?
=#*5)$&'(&*7(9&,7-*.'*S4)#,&'()5=$)(=,86,&*&)T
&**.$&'(&*7(8,.*4(,/(%5-1*(=#*5)$,&/,#()"*(=#*5)$%*(*=,&,8<
U1#(>14$&*44(8,.*-4 (U1#(>14$&*44(8,.*-4;(75<4(,/(7,#9$&';
75<4(,/(=#*5)$&'(%5-1*(Q(75<4(,/($&&,%5)$&'(< '814)(>*(#*/#58*.C(
4
!7,(V*<(W$46,4$)$,&4(/,#(OD4) P*&)1#<
X1*4)$&'((.$46,4$)$,&X1*4)$&'((.$46,4$)$,&
P,&&*=)$&'(.$46,4$)$,&
K&.(.$.&Y)(<,1(Z14)(/$&.()"5))"*4*(5#*()"*(9*<(.*)*#8$&5&)4,/()"*(6544$,&5)*(*86-,<**
L#*59$&'(/#**(,/()"*([*.(X1**&(*//*=)3
W$8$&$4"$&'([*)1#&4(I&=#*54$&'(#*)1#&4($&)"*(&*7(&,#85-
\26*#$*&=*(=1#%*4 P,--5>,#5)$,&(=1#%*4
" $ ( ) 9( // ) ( " (
)"*(&*7(&,#85-
] !"*(:,7*#(,/(:1--P,6<#$'")(̂ (OGDG(W*-,$))*(W*%*-,68*&)(__PC(K--(#$'")4(#*4*#%*.C((`-*%*-4(3((=,",#)4;(.*%*-,6*#4;(*=,M4<4)*8(,/(65#)&*#4
"5#&*44$&'(&*)7,#9(*//*=)4(7"*#*()"*(8,#*(6*,6-*()"5)(65#)$=$65)*()"*('#*5)*#()"*(6,)*&)$5-(#*)1#&4
5
\.'*(a P,#*([*%*#45-
OG)" P*&)1#<3(614"(8,.*I&&,%5)*(,&()"*(*.'*(5&.()"*&(614"()"*(*.'*I&&,%5)*(,&()"*(*.'*(5&.()"*&(614"()"*(*.'*),()"*(=,#*;()#5&4/,#8$&'(S",6*/1--<T()"*(=,#*C
OD4) P*&)1#<3((61--(8,.*I&&,%5)*(,&()"*(*.'*S4T(>1)(&,7(-*)()"*(*.'*--()" ( () ()" ( .61--()"*(=,#*(),()"*(*.'*C
OG)" P*&)1#<3(:14"(\=,&,8<(M R),=94(
P-544$=5-()#5&46,#)5)$,&(I&/#54)#1=)1#*(Q(\[:
L ((R" /OD4) P*&)1#<3(:1--(\=,&,8<(M 0-,74=,86-*2;($&)*#4*=)$&'(*=,4<4)*84(-,,4*-<(=,16-*.;("$'"-<(.<&58$=(a
L$'((R"$/)
P-,1.(5#="$)*=)1#*4
OD4) =*&)1#<6#,=*44(&*)7,#94-,,4*-<(=,16-*.;("$'"-<(.<&58$=(
"<>#$.(=-,1.4(Q(6"<4$=5-($&/#54)#1=)1#*45Q(6#,%$.*#4
6#,=*44(&*)7,#94
6
W#$%*#4(/,#(="5&'*(7$--(=5)5-<b*(/,1#(/1&.58*&)5-(.$4#16)$,&4
Capability of existing premise-based
platforms to meet W$4#16)$,&(,/(
O
`
Ep
business needs
K..#*44$&'(1&8*)(&**.4(,/(>14$&*44(*=,4<4)*84
[*4)#1=)1#$&'(,/()"*(I!($&.14)#<
,)"*#($&.14)#$*4
D
Differentiated value of cloud providers
H*7(.*-$%*#<(8,.*-4
<
!"*(=14),8*#(4*'8*&)4(>*&*/$)$&'(8,4)(/#,8()"$4(.$4#16)$,&(5#*()<6$=5--<(=54"M4)#566*.;('#,7$&'(
#56$.-<;(5&.(-5=9(,&M6#*8$4*(4166,#)
R)5#)M164RcL4d$'"('#,7)"(*&)*#6#$4*4\.'*4(,/(*&)*#6#$4*4
D H*7(.*-$%*#<(8,.*-4
I55R(,&M.*85&.(R55R(/1&=)$,&5-$)<(
_,7*#(16M/#,&)(=56$)5-(,1)-5<4
_,7*#(/$2*.(=,4)4
R6**.(),(4=5-*
OUTCOME
7
\2586-*4(,/(R55R(4*#%$=*4(>1$-)(,&(K+R;(e,,'-*(K66\&'$&*(5&.(Force.com
Storage
Business Infrastructure Services
Business Operations Services
Customer Applications
Content Hosting/DeliveryOrder /Payment Mgmt
Application Management
App Development
Other Business Apps
eCommerce
Salesforce.com Extensions
App Testing
App Security
TelephonyBusiness Process Mgmt
Social Applications
Other: eMail, Portals, Publisher Content, Blogs, etc
Other Commerce AppsApp Performance Monitoring
K85b,&Y4(P-,1.(5&.(7*>(4*#%$=*4((SK+RT=#*5)*4(5&(*=,4<4)*8(
)"5)(*&5>-*4(4)5#)164(),('*)(',$&'(/54)(5&.(4=5-*(J1$=9-<C
K&$8,),(4)5#)16(aS6*#4,&5-(c!f4T
7*&)(%$#5-(,&*(.5<(,&(05=*>,,93<4=5-*.(/#,8(FG(4*#%*#4(),(FGGG(4*#%*#4
$&(Z14)(5>,1)(5(.5<,&()"*(K85b,&(P-,1.
8
+5#&$&')"*(=-,=9(46**.(,/($&&,%5)$,&("54(
#5.$=5--<(46*.(16?S$4(5&<,&*(6#*65#*.NT
P-,1.(=,861)$&'('$%*4(4)5#)1643P-,1.(=,861)$&'('$%*4(4)5#)1643A="5&=*(),(6#,%*()"*84*-%*4(7$)"(-$))-*(16/#,&)(gA&*5#-<($&/$&$)*(#*5="A8*5&4(/,#(/54)($)*#5)$,&A6,7*#(),,-4(),()"*(*2)#*8*A=,&418*#(*-*=)#,&$=4(5("$'"()*="(.#$%*#A=,&418*#(*-*=)#,&$=4(5("$'"()*="(.#$%*#A75<4(),(*&'5'*($&(85)*#$5-(4=$*&=*(a
5> $&$)$,(.*4$'&e:h4(S=,16-*.T(i(=-,1.4( 5('58*(="5&'*#C
I&()"*(RcL(4*'8*&);(7*(4**(-,,4*-<(=,16-*.(R55R(4*#%$=*4(),(=#*5)*(5(/*.*#5)*.(85#9*)(,//*#$&'C
ding
be
rs
Digitization of receipts and business cards Contact Management Email Marketing Bookkeeping
Online Invoicing and Time Tracking
(Rackspace) (Traditional and Virtual (Rackspace) (Amazon Cloudfront) (Amazon Web Services)
Foun
dm
emb (Rackspace) (Traditional and Virtual
Datacenters)(Rackspace) (Amazon Cloudfront) (Amazon Web Services)
Oth
er p
artic
ipat
ing
vend
ors
9
K(75%*(,/(-*5.(=,865&$*4(5#*(*8*#'$&'()"5)(,#="*4)#5)*(=,86-*2(*2)*&.*.(>14$&*44(6#,=*44(5=#,44(-5#'*(.$%*#4*(*=,4<4)*84(,/(65#)$=$65&)4
U#="*4)#5),#4(,/(>14$&*44(*=,4<4)*84
- -
OK..#*44$&'(1&8*)(&**.4(,/(>14$&*44(*=,4<4)*84
R=5-5>-*(6-5)/,#84(5==*44$>-*(><(81-)$6-*(65#)$*4R*=1#$)<(5&.(R_K(*&/,#=*8*&)(=565>$-$)$*4\&)*#6#$4*(#*5.<(=565>$-$)<
K>$-$)<(),(4=5-*(.$%*#4*(&*)7,#94
K>$-$)<(),(/5=$-$)5)*(=,86-*2;(-,&'M-$%*.()#5&45=)$,&4
OUTCOME
[*5#.*&(P,88*#=*($4(5&(,#="*4)#5),#()"5)(&**.*.(),()#5&4/,#8()"*$#(
5#="$)*=)1#*(),(8**)(>14$&*44(&**.4P,865&<BP14),8*#(S>O>T :#,%$.*#4( U $ $ -( " ) $ (
6 <EGGG
:#,%$.*#4(DjG;GGG
U#$'$&5-(4",#)=,8$&'43(
P1##*&)(5#="$)*=)1#*(1&5>-*(),(4166,#)(=14),8*#Y4(6,-$=<
H,(4)5&.5#.(75<(,/($&= #6 #5)$&'(%*&. #4(
h4*#4(S>O=T(:5#)&*#4(
[*5#.*&(:-5)/,#8
$&=,#6,#5)$&'(%*&.,#4($&),(6-5)/,#8
H,(75<(),(85$&)5$&(=,&)*2)(,/(5&($&)*#5=)$,&
OC](8$--$,& :5#)&*#4(jG
10
[*5#.*&(5.,6)*.(5(6,-$=<M>54*.;(,1)4$.*M$&(566#,5="(),()#5&4/,#8*.()"*$#(5#="$)*=)1#*
Previous Current
Web AppWeb App
Web Server
Business Functionality
Ecosystem participants
Web Server
Policy extension
Ecosystem participants
Policy
P li
Business Functionality
Interaction Server/Container
Functionality
=,&4)#5$&)*&'$&*
From: Application To: Platform
Manually embed in code
pointsPolicy
Policy
CustomersProviderPartners
I&(75%*(`;(*8*#'$&'(.*85&.4(,/(=,86-*2(*=,4<4)*84(Q(-5#'*(4=5-*(*&)*#6#$4*4(-*5.(),(
46*=$5-$b*.;(/*.*#5)*.(=-,1.($&/#54)#1=)1#5-(4*#%$=*4
-`
%*#)$=5-(=-,1.(4)5=94(4)5#)(),(46*=$5-$b*($&),(",#$b,&)5-(-5<*#4(5&.(4*#%$=*4C(
_5#'*(4=5-*(*&)#*6#$4*(I!U)"*#($&)*&4*;=,86-*2(=,861M)5)$,&5-()5494C
P-,1.(4*#%$=*(6#,%$.*#4(*&"5&=*(.$//*#*&)$5)$,&
*C'C;(\&)*#6#$4*(W5)5(05>#$=B=-,1.4(a#*.*/$&$&'(5&5-<)$=(5#="$)*=)1#*4(i(e:h4Se#**&6-18;(K4)*#(W5)5;(d$%*;(W#<5._IHXT
11
!"*($&.14)#<(4)#1=)1#*(,/()"*(654)()7,(75%*4(7$--(#*4)#1=)1#*($&),(/$%*(.$4)$&=)(-5<*#4
Business as aservice (BaaS)
Software as aservice (SaaS)
Enabling platform as a
Application platform as a service (aPaaS)
P,&)#,-(:,$&)4
service (ePaaS)
Infrastructure as a service (IaaS)
Enabling software as a service (eSaaS)
[*8*8>*#()"$4('#56"N!"*(#$4*(,/()"*(&*7(&,#85-
R
!"*(#$4*(,/()"*(&*7(&,#85-
RM=1#%*
#56$.(4*)(,/(61&=)15)*.(8,%*4S6,)*&)$5--<(&*%*#(*&.$&'T
12
\%*#<()7,(.5<4((7*(&,7(=#*5)*(54(81="(
!"*(\26-,4$,&(,/(W5)535-8,4)(>*<,&.(=,86#*"*&4$,&
< .5< & 5 5 8$&/,#85)$,&(54(7*(.$.(/#,8()"*(.57&(,/(=$%$-$b5)$,&(16(1&)$-( OGG`C
_*)(8*(#*6*5)()"5)3(7*(=#*5)*(54(81="(6$&/,#85)$,&($&()7,(.5<4(&,7(54(7*(.$.(/#,8()"*(.57&(,/(85&()"#,1'"(OGG`C
\#$=(R="8$.);(P\U(e,,'-*
:#*.$=)5>-*((@@@@@@@@@@@@A(h&6#*.$=)5>-*
R)#1=)1#*.(@@@@@@@@@@@@@A(R*8$M 4)#1=)1#*.L ( " (. ( ( " ( ( ( ( (.
c56([*.1=*(Q(d5.,,6(a 5(&*7('58*+,#-.(,/(0-12
L#$&'()"*(.5)5(),()"*(=,861)*#(%4C(=,861)*#4(),(.5)5DGG4(MDGGG4(,/((="*56(=,861)*#4RX_(@@@@@AHURX_(i(RX_
13
h4*(,/(e:h4(/,#('#56"$=4;(#$49(=5-=1-5)$,&;(4=$*&)$/$=(=,861)$&'(a <*)(5&,)"*#('58*(="5&'*#CC
0*#8$(/*5)1#*4(4*%*#5-(85Z,#($&&,%5)$,&43k(FDO(PhWK(=,#*4k(HfIWIK(:5#5--*-(W5)5P5="*()*="&,-,'<k(HfIWIK(e$'5!"#*5.l(*&'$&*k(\PP(4166,#)k(\PP(4166,#)
K(4$86-*(*2586-*(/#,8()"*(-54)((j(8,&)"4
U&(5(4)5&.5#.(_$&12(>,2(7$)"(5(4$&'-*(=5#.;($C*C;(5>,1)(OFG(=,#*4;(5(,&*(>$--$,&(65)"(M )"5)m4(>$--$,&(M
- - - "c,&)*(P5#-,(4$81-5)$,&(),,9(-*44()"5&(5(8$&1)*C I("5%*(&*%*#(M 5&.(#*8*8>*#;(I("5%*(7"$)*("5$#(M 4**&(5(,&*(>$--$,&(65)"(4$81-5)$,&(5))*86)*.(,&(5&<)"$&';(-*)(5-,&*(,&(5(>,2()"5)(=,4)4(5>,1)(gOGGGC S5&.()"*(n(,/(=,#*4(Z14)(.,1>-*.(-54)(7**9TCg S5&. Z . . 5 T
o,1(8*5&(4,8*)"$&'(8,#*(#5.()"5&($:5.N
14
I&(75%*(E;($&.14)#<(46*=$/$=(=-,1.(4,-1)$,&4(7$--(*8*#'*(),(5..#*44(46*=$/$=(&**.4
EW$4#16)$,&(,/((
I&.14)#<(5&.(85#9*)((4"56*#4
c ) ( > )( ) $ ( "$) ) (
E6
&,&(I!($&.14)#$*4
c5)1#*;(#,>14)(*&)*#6#$4*(5#="$)*=)1#*(I&)*#,6*#5>$-$)<(P,--5>,#5)$,&(6-5)/,#84_*%*#5'$&'(4=5-*(5&.(4=,6*
0$&5&=$5-;((\&*#'<(S485#)('#$.4T;(c*.$5(Q(d*5-)"=5#*
!"5&9(o,1P*&)*#(/,#()"*(\.'*
W*-,$))*
Top Related