Introduction and Overview

IBM Cloud marketplace features IBM and Business Partner cloud services Comprehensive catalog including both IBM and 3rd party offerings and supported by multi-billion dollar investments: Biz (line of business) features IBM’s world class SaaS portfolio of 120+ applications Dev (developer) supports traditional application styles (patterns) and new application styles (composable services/Bluemix) Ops (IT operations) features SoftLayer’s high performance infrastructure services Purpose built Solutions (e.g., Mobile, DevOps) help you navigate the catalog Enables IBM customers to discover and experiment with a broad portfolio of offerings in a consistent way http://ibm.com/cloud and click on Marketplace

Business Partner services are a key part of the marketplace experience Customers discover our Business Partner services: by Biz/Dev/Ops role, by Solution, in a dedicated area Business Partner services are: appropriate for the enterprise cloud buyer run on or be deployable to SoftLayer, or integrate with an IBM premium platform service, or integrate with or extend our SaaS offerings support key Solutions (mobile, devops, analytics, etc.) Offerings can qualify to integrate with IBM premium platform services, including: Bluemix (Cloud Foundry) PureApplication Service (Patterns) High performance analytics To join, click on Sign up, or email IBM at joinnow@us.ibm.com

Cloud innovators are joining the IBM Cloud marketplace Data Stores Development Tools Security Operations Support Messaging Mobile Analytics Business Support CloudAMQP Active or being onboarded. More joining every day…

The IBM Cloud marketplace is designed for enterprise cloud services Feature Benefits Promote IBM and Business Partners together Connects IBM customers with IBM and third party cloud innovators Services aligned with key IBM SaaS, PaaS, and IaaS investments Awareness driven by IBM marketing campaigns Business Partners curated for enterprise applicability More targeted prospect audience Easier to find the right service Based on SoftLayer High performance, stable, secure global platform Multiple deployment options including bare metal Over 120 IBM SaaS properties Commitment to open standards (OpenStack, Cloud Foundry) Support of key business processes Freedom to deploy on multiple platforms Multiple integration and capabilities – referral, SoftLayer, patterns, Bluemix Multiple deployment options cater to broader customer needs Business partners are active in days with a basic referral integration Consistent interface to discover, try, and manage Easier to discover and try new services Easier to manage multiple services Rich profile capabilities, including videos, multiple editions, keywords, ratings, recommendations More convenient customer experience More compelling product placements Rapid updates and self-service editing for better product experience Business partners have a simplified, standard vendor agreement with IBM Single entry point for working with different IBM cloud offerings Easier for customers to create solutions with IBM services

How will IBM help Business Partners attract, convert, and retain customers? PR & digital demand gen IBM drives traffic to the marketplace through PR, ad buys, paid search, paid social media placements, contextual targeting (e.g., site referrals) IBM product lines IBM product owners behind over 200 marketplace properties such as Bluemix drive marketplace traffic Merchandising IBM offers a number of on-site merchandising opportunities including: premium home page placement of selected services, cross-selling with IBM services, inclusion in solutions for select services, and rotational, themed, and performance-based placements Badging IBM will provide you assets to associate your offering with us in your own promotional campaigns Dashboard & MyServices Dashboard helps you see customer usage patterns and trends. MyServices brings customers back to the marketplace to manage their services, creating further opportunities to cross-sell / upsell Sales force enablement Select strategic services with strong marketplace performance may be eligible for enablement to the IBM sales force IBM may promote certain marketplaces services, include IBM’s own services, which complement or compete with other marketplace services.

Partners will benefit from IBM-led marketing to Cloud marketplace Advertising: Unprecedented investment in U.S. cloud advertising in Q3 and Q4 Print, OOH, TV, and digital will all drive to IBM Cloud and Cloud marketplace landings. Partners will benefit from this boost in traffic. Digital: Multi-million investment in paid media and search to Cloud marketplace Part of this will be specifically to drive traffic to marketplace solution pages that feature marketplace partners Launching DG on 10/1 or earlier, directed at U.S. banners, retargeting, contextual ads, search, and content modules Opportunity for co-marketing and partner-led digital marketing, including affiliate or referral marketing Field execution: IBM marketing programs execution by field marketing and sales Cloud, Software Group, Midmarket, and other brands will have programs that will land their client journeys into marketplace for try/buy

Business Partners are qualified to participate in IBM Cloud marketplace Services: run on or be deployable to SoftLayer, or integrate with an IBM premium platform service,* or integrate with or extend our SaaS offerings* are enterprise class, in production and supporting paying customers are single or multi-tenant, as-a-service cloud applications; or virtual machine images; or add-on, plug-in or extension to a virtual machine environment; or virtual configured IT environment that includes application code and is deployed on the cloud (e.g. Patterns, or private cloud deployment) align to IBM strategic imperatives And are offered by Business Partners who: are based in any country (non-US business partner services must run in data centers outside of the US) must offer at least one priced edition, with a 30 day trial period.** integrate into the IBM Cloud marketplace APIs for provisioning within 90 days of signing the agreement meet IBM procurement requirements of basic business viability agree to the terms in the Marketplace Business Partner Agreement *Will require additional IBM review, as services for IBM premium platform services must meet specific criteria which could include additional technical integration and/or certification. See IBM premium platform services in later slide. **Offerings in IBM Bluemix must additionally have perpetual service defined free tier 8 8

IBM Cloud marketplace offers premium platform services Business partners must meet specific criteria for premium promotion options in addition to the standard IBM Cloud marketplace criteria  Participate in Which is… The benefits are … IBM Bluemix www.bluemix.net IBM’s Cloud Foundry-based PaaS for rapid application development and deployment Additional opportunity to market your service in a purpose-built environment Special experience designed for composable service development Integrated behind the scenes with marketplace – one place to manage your service listing PureApplication Service on SoftLayer, Patterns In beta until Q4 2014 IBM’s ability to manage write-once, run anywhere patterns that are the pre-defined architecture of an application in a deployable form. Deployed on-premise, on SoftLayer, and in hybrid cloud environments, with multiple pattern platforms for public and private clouds: PureApplication Service on SoftLayer, Rapid Deployment Service for SoftLayer, IBM Cloud Orchestrator on SoftLayer, Private Modular Cloud (PMC) Supports interoperability between IBM public cloud and private cloud Embeds manageability of services and applications Deploy your pattern from marketplace These heterogeneous environments are supported by a rich variety of IBM and partner patterns in the IBM Cloud marketplace catalog. High performance analytics capabilities Now providing customer POCs, GA in 4Q IBM’s optimization for Hadoop and real time analytics workloads running on SoftLayer 'Analytics Optimized' clusters Choice of leading enterprise analytics and Big Data platform tools Performance optimization means faster analytics at less cost to you You or your customers can manage deployment directly from marketplace

Bluemix Third Party Service Evaluation Criteria 1. Technology and user experience: Cloud enabled, fit the service model It needs to be a cloud offering, run on cloud instead of downloadable.  As a service provider, you must respond to provisioning endpoint requests, create an instance of your service and dynamically provide credentials back to the provisioning request.   It is up to the service provider to manage all instances of the service post-creation. (Recommend <10 sec provisioning time) Expose APIs As a composable service, it needs to provide public APIs, so the APIs can be invoked within the application Provide seamless user experience Allow end user to navigate your service easily, also with seamless flow between your service and other parts of the application Handle scaling The service either handles the traffic or volume changes seamlessly at the backend, or the service provides appropriate warnings and actions to users Website includes English version 2. Business model: Free trial Provide 30 days free trial to try the service up to its maximum capability Free tier Perpetual free tier, allow user to try certain usages of the service regularly

How will IBM and Business Partners handle commerce? Commercial model will follow established marketplace models. IBM will invoice the customer and collect payment. Different options for metering and billing, including support for complex metering by taking metering information from the Business Partner as part of the regular billing cycle. IBM retains a royalty. Business Partners will be responsible for their costs of delivery, including infrastructure. Business Partners continue to establish and maintain direct relationships with customers. Business Partners must ensure their services meet production SLAs with production level support. First commercial capability launched in Q3 2-14, supporting US transactions with credit cards. Additional functionality will be provided in successive upgrades, including support for non-US transactions. Will support US federal government requirements for usage by federal users in 2015. The metered usage API call can be called in two different modes: pre-configured and custom. The pre-configured mode means that the prices for the items charged have been configured in the applicatation edition. For example, you configured your edition and entered a metered usage item with unit "Gigabyte" as well as another item with unit "Hour" and configured a price for each of these. The custom mode is enabled if you check the "Allow custom usage" checkbox on your edition. This will let you bill user for arbitrary usage. You will have to pass the price and a description (but *NOT* the unit) for the usage AppDirect currently supports 40+ units of metered usage (for the pre-configured usage). The pre-configured units are as follows: USER GIGABYTE MEGABYTE HOUR INVOICE UNIT PROJECT PROPERTY ITEM WORD EMAIL CONTACT CALL CREDIT ROOM HOST AGENT OPERATOR PROVIDER MANAGER TESTER JVM SERVER WEB_USE_MINUTE AUDIO_USE_MINUTE PIECE EMPLOYEE_PER_PAY_PERIOD COMPUTER DATA_POINT TIER1_API_CALL TIER2_API_CALL ADVISORY_HOUR OVERAGE_AUDIO_MINUTE  EMPLOYEE CONNECTION PUSH_USER THOUSAND EMAILS PER DAY PUSH_NOTIFICATION_DEVICE API_CALL SMS_TEXT_MESSAGE  CONTACTS_1000 11

Editions and Pricing Each marketplace service can have one or more Editions (i.e., pricing plans) Each Edition can have one of the following Revenue Models Free One time Recurring Tiered All business partners must offer at least one priced edition, with a 30 day trial period. One time services are charged upon checkout. Any download service (e.g., pattern, image) must be set up as a One time service. Recurring services can be charged per day or per month. Partial day or partial month usage counts as a full day or month, respectively. Tiered services can combine multiple one time and recurring charges. Metered services (e.g., “$/user”) provide the most flexibility. Your service provides the usage data, and IBM Cloud marketplace performs the calculations and billing. Most common units of measurement are supported. All priced plans can have a setup fee.

How do Business Partners participate in IBM Cloud marketplace? 1. Apply to Become a Business Partner Complete and submit the Nomination Form to be considered for partnership in the IBM Cloud marketplace. 2. Qualify for the IBM Cloud marketplace We will review your form and reply as quickly as possible to discuss your service and next steps. Some replies take up to two weeks, depending on your service. To qualify for premium programs (e.g. Bluemix), services must meet additional criteria. 3. Accept the terms and conditions Once you are invited to include your service, you will need to register for a Marketplace Account and review and accept the terms in the IBM Cloud Marketplace Business Partner Terms . 4. Create your initial listing (1-2 days) After joining the IBM Cloud marketplace, you create your listing as a referral using the self-service portal to provide basic information such as your service name and description. IBM can create this initial listing for you. 5. Integrate your service to marketplace (3 weeks) Within 90 days of signing the IBM Cloud Marketplace Business Partner agreement, you must integrate your service to the IBM Cloud marketplace APIs. Services designed for Bluemix must support an additional call. Details here > Business Partner Guide | IBM Cloud marketplace 6. Qualify for integration to premium options (e.g. Bluemix) - Can be done in parallel with steps 3 - 5 Prospective Bluemix, PureApplication Service on SoftLayer, or HPC Analytics services must meet certain additional criteria. After qualification of your service, we will populate the premium option. You can update your listing in IBM Cloud marketplace, and changes will be made automatically to the premium option.

How can Business Partners apply to IBM Cloud marketplace Go to http://ibm.com/cloud, click on Marketplace, then click on Sign up

Additional information

IBM Bluemix Run Your Apps DevOps APIs and Services Cloud Integration A composable services development environment accessible from marketplace Run Your Apps The developer can chose any language runtime or bring their own. Just upload your code and go. DevOps Development, testing, monitoring, deployment and logging tools allow the developer to run the entire application APIs and Services A catalog of open source, IBM and third party APIs services allow a developer to stitch together an application in minutes. Cloud Integration Build hybrid environments. Connect to on-premises systems of record plus other public and private clouds. Expose your own APIs to your developers. Extend SaaS Apps Drop in SaaS App SDKs and extend to new use cases (e.g,. Mobile, Analytics, Web)

IBM Cloud analytics application services Purchase, provision, and manage high performance clusters on Softlayer, to improve the performance of marketplace analytics workloads and applications Use the marketplace to purchase, configure, and manage your clusters. (Use your existing software license or purchase separately. ) Integrated with leading analytics software from IBM including BigInsights, Streams and Cognos BI Can be sold along with business partner analytics applications Hourly and monthly pricing options Only available on IBM Cloud marketplace Now providing customer POCs, GA in 4Q

Screen shot of usage data Developer dashboard provides info about products, orders, revenue, customers, billing/invoicing, and payouts Dynamic reporting available on-line & source data available via csv downloads Filters, drill down detail, & metrics Customer data Order data

Getting started with SoftLayer To Sign up for the free trial, please visit: http://www.softlayer.com/info/free-cloud To sign up to become referral partners, please visit: http://www.softlayer.com/referral-program If you’d like to become part of the Solution & Services Provider Program (AKA Reseller Program). Please contact: Stella Clary at clary@us.ibm.com

Updated SoftLayer Channel Models Using Type Definition Referral Program Are in a position to refer new hosting customers to SoftLayer: Business Partners receive monthly commission payments for referring customers to SoftLayer that result in a signed contract (10% year 1, 8% year 2, 6% year 3) Refer single or multiple accounts of at least $150 per month in customer billings. Referred customers sign directly with SoftLayer Examples include Application Developers, Consultants, Web Designers For more information: http://cdn.softlayer.com/SoftLayer_Referral_Partner.pdf Services & Solution Provider Program Buy IaaS offerings from SoftLayer at a discount (from 5 to 20%) Hosting may be resold or delivered as a component of the Business Partner’s overall solution. May or may not leverage SoftLayer’s brand. Is responsible for Level 1 Support. Examples include SIs, MSPs, Solution Providers, Distributors, and ISVs Relationships are managed by the SoftLayer Channel Sales team For more information: email Clary@us.ibm.com What has / has not changed No change to the referral Business Partner program No change to terms and conditions for existing Business Partners in Hosting reseller program Simplified management by combining hosting reseller and strategic Business Partner programs

Limited Time Offers for New Account Workloads on New PODs A 30 day credit for new account workloads in the new Data Centers is available for the first few months after the Center opens. Offers may be available for up to 90 days to take advantage of, but will vary by Center, see the main page for details at softlayer.com 21