As Cloud Channel Matures APS Application Packaging Keeps Its Promise

Parallels Summit 2012

This year Orlando again welcomed Parallels Summit participants at the beautiful and large Gaylord Palms Convention Center. Parallels offered its channel partners an intense, 2-day schedule with many sold-out and competing sessions, including the popular Expo pavilion. It was my fourth Parallels Summit, and the progressive development of this cloud computing event organized and driven this year by the tandem of VPs of Marketing at Parallels John Zanni and Kim Johnston is noticeable.

Parallels not only capitalized and took its own brad to a new level, but also offered respectful seats on the bench to the summit sponsors: platinum sponsors Symantec and VeriSign, gold sponsors eNom, Microsoft, Open-Xchange, OpenSRS, Scality, silver sponsors Apptix, Asigra, ClodFlare, EuroDNS, Google Apps, IASO,

Intel, LuxCloud, Quest Software, SoftLayer, SSL Store, UNITY Mobile, and bronze sponsors CloudLinux, Ecwid, HostDime, Infratel, Kaspersky, R1Soft, SiteLock, SpamExperts,, GigaOM Pro, Redmond Channel Partner,, UBM Channel, and Web Host Industry Review. One should not be surprised if this event grows in attendance and value in the foreseeable future. The reason for this is Parallels’ increasing relevance to the cloud computing sector--both through its products and services portfolio and its deeper and broader partnerships with cloud computing vendors.

Cloud Channel Transformation

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The mood for the event was set by the morning keynote speaker Guy Kawasaki, who gave an inspiring presentation “Enchantment: The art of Changing Hearts, Minds and Actions. ” Guy shared guidelines for building successful customer and partner relationships, offering examples both within and outside of technology industry. “I trust you, you do the same for me” – this phrase became a cliché used by many in networking conversations with friendly smiles.

Not only Guy’s keynote, but also Parallels channel partner 2011 business results contributed significantly to the tacit joy and pride of the summit participants. In conversations, partners reported 30%-100%+ growth in revenue year-over-year with healthy correlating margins.Those partners with highest revenue and margins are the ones who closely watched the fluctuating needs of customers and quickly provided value-add offerings to meet these needs. This growth matches or outperforms the overall cloud computing growth outlook quoted byParallels CEO Birger Steen of potentially doubling the SMB cloud sector by 2015.

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Going after a $1,000,000,000,000 (one trillion) potential cloud computing SMB market, Parallels is leading the way for hosting and communications service providers, software and applications developers and resellers with the Parallels Automation cloud infrastructure solution that enables automated deployment, billing, provisioning for APS-packaged software and applications. During the APS Theater sessions, 27 vendors presented their APS-packaged offerings. Parallels APS catalogue of solutions is growing -- according to CEO Birger Steen and CTO Michael Toutonghi, APS-packaging will develop and change the software delivery and implementation world unrecognizably. Partners are anticipating the announced, but not yet specified, upcoming changes with excitement.

Parallels APAC Summit 2012 is scheduled for Singapore in September, 2012. Meantime, the Parallels SMB Cloud InsightsTM report download is available at, and those who are interested in Parallels SMB Knowledge Headquarters, can find it here:

There is also a noticeable shift in cloud computing channel maturity regarding business strategies and marketing and sales approaches. Wheras in 2009, the channel was highly introverted and focused on selling “just-out-of-incubation” offerings to one other thinking “I’ll have somebody else deal with these end customers”, Partners participating in the 2012 Parallels Summit partners are to be congratulated for recognizing their go-to-market strategy issues, making necessary moves to address them, and building direct bridges.They are forming better relationships with enterprise customers and SMB, learning from the direct customer feedback.

Each year Parallels marketing executives Kim Johnston and Lynda Maybury share their expertise with partners during the track “Marketing what matters”, helping them generate marketing and customer insight and capitalize on it for long-lasting business advantage.

Knowledge is power. World Hosting Days in April in Germany will provide a sheer volume of cloud computing voices. Parallels APAC Summit 2012 is scheduled in Singapore in September. Meantime Parallels SMB Cloud InsightsTM report download is available at, and those who would be interested to access Parallels SMB Knowledge Headquarters, can find it here: Request a copy of the upcoming “Cloud business transformation” whitepaperfrom COPERNICITM which will address changes in business models for IT vendors due to the increasing cloud penetration here:

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Request to be contacted to tell your story about the impact you've made or impact you hope to make for your business and your clients. We can help you evaluate your ideas proactively or on the go and execute on them.

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