1. May 19-20 l Washington, DC l Omni Shoreham Scaling your Hosting Business Using Parallels Automation Brian Shellabarger Chief Architect - SaaS, Parallels

2. Agenda 1.The 5 major challenges of growing a hosting business. 2.The technology solutions available to address those challenges. 3.The future of Parallels Automation (Road map) Parallels Summit 2008 2

3. The 5 Challenges of Scaling a Hosting Business Parallels Summit 2008 3 1 Automating Complex Processes

4. The 5 Challenges of Scaling a Hosting Business Parallels Summit 2008 4 1. Automating Complex Processes Keys to Success Automate End-to-End Provisioning Using Workflows for Process Automation Single Console for Data-Center Management

5. Automate End-to-End Provisioning Parallels Summit 2008 5 Customer Order Customer Meta-Data Domains Provisioning Gateways Databases Run-time Environment Mail Accounts DNSSQL FarmVirtuozzoExchangeBilling Orders for a plan are translated into service requirements Individual services are provisioned automatically Full support for roll- back on failure Provisioning events are customer driven Complex service bundles can be delivered in seconds

6. Using Workflows for Process Automation Parallels Summit 2008 6 Success Charge Credit Card Mark Order As Suspect Wait For Approval Provision Services Fraud Screening Order Placed Yes No Ordering workflows act as a logic tree for order-handling End-result of workflow is either a fully-provisioned customer or a rejected order Transitions between steps can be automatic, manual, or based on an automated decision Separate workflows can be defined for all order types: Billing, Cancellation, Downgrade, Payment, Resource, Renewal, Sales, Transfer, Upgrade Resellers can have their own customized workflows, independent from their parent service provider Notify Customer Approved Yes No Reject Order

7. Single Console for Data-Center Management Parallels Summit 2008 7 Manage Physical Servers IP Address Allocation Pools IP Address Translations Capacity Management Updates and Upgrades Users, Staff Members, and Roles Background & Periodic Task Management Reseller Management DNS Resource Management

8. The 5 Challenges of Scaling a Hosting Business Parallels Summit 2008 8 Keeping up with Billing 1 2 Automating Complex Processes

9. The 5 Challenges of Scaling a Hosting Business Parallels Summit 2008 9 2. Keeping Up With Billing Keys to Success Allow Customers to Manage their own Billing Automate the End-to-End Billing Process Flexible Billing Terms

10. Allow Customers to Manage Their Billing Parallels Summit 2008 10 Happier Customers: Services can be ordered and delivered in real time More revenue: Up-sells and add-ons can be sold as impulse items Lower Costs: Service providers using automated billing self service save significant amounts of money on people and resources Compete Effectively: Customers are more likely to choose a service provider that keeps them in control Billing Self-Service is the key to: Customers Can: Make Payments Subscribe to additional plans Renew plans Buy more domains Renew domains Buy additional resources Upgrade / downgrade plans Make a payment Modify payment method View payment history View invoice history Submit support tickets Create users (delegate billing mgmt)

11. Automate End-to-End Billing Processes Parallels Summit 2008 11 Manage Payments, Invoices, Credits Run Reports and Forecasts Manage / Approve Orders Create Service Plans (Products) Manage Pricing and Overage Fees Manage Market Brands Manage Marketing Campaigns Communicate with Customers Manage Resellers & Sub-Resellers Parallels Business Automation is a true carrier- grade ordering & billing system Major accounts-receivable capabilities are included. Full support for multiple payment processing centers (including Paypal, direct-debit, checks, and more) Full underlying API for integration with external systems

12. Flexible Billing Terms Parallels Summit 2008 12 Service Terms Defines how expired services are handled Service terms include the ability to define a grace period, a hold period, and a destroy period. Service terms can be assigned individually to customers or in groups. Credit Terms Defines how aged invoices are handled Credit terms include the ability to define when invoices are due, a payment grace period, and a hold period. Credit terms can be assigned individually to customers or in groups. Statement Cycles Defines when invoices are generated Supports “day of month” billing and “anniversary” billing Different customers can be assigned to different statement cycles Customer Classes Provides a common set of terms and parameters to groups of customers Customer classes can be used to define which customers require printed invoices Discounts can be applied globally to an entire customer class

13. The 5 Challenges of Scaling a Hosting Business Parallels Summit 2008 13 Keeping up with Billing Reacting to the Market 1 2 3 Automating Complex Processes

14. The 5 Challenges of Scaling a Hosting Business Parallels Summit 2008 14 3. Reacting to the Market Keys to Success Deliver Products as Modules Manage Reseller Channels Comprehensive Product Catalog Management

15. Deliver Products as Modules Parallels Summit 2008 15 Shared Web Hosting Virtual Servers Dedicated Servers Domain Reg. Service GatesMS-Exchange MS-Sharepoint MS-CRM Hosted services are delivered as modules. Choose the modules you need now. Leverage your investment to add more modules as your business expands. Future hosted services will be deployed as modules for Parallels Automation Service Gates can be leveraged to provision other services. Parallels Automation

16. Manage Reseller Channels Parallels Summit 2008 16 Affiliates Affiliates receive a commission (or referral fee) for bringing customers to the hosting company. System tracks affiliate referrals and reports on payments due. Does not own relationship with customer. Fully white-labeled product offering including a custom store-front Sells the products defined by the parent provider at set prices. Owns the relationship with the customer Collects payments using the service provider’s payment gateways Manages their business using the same screens and interfaces as the service provider (limited control). Creates their own products and manages their own pricing Pays parent service provider based on resource consumption or pre-purchased “bulk resources” Uses their own payment gateways May even have dedicated hardware. Manages their business using the same screens and interfaces as the service provider Basic Resellers Advanced Resellers

17. Comprehensive Product Catalog Management Parallels Summit 2008 17 Define Resources Create a Service Template Attach Plans to Service Templates Define Resource Rates 4321 A resource is any individual item in your data center that you want to provide to your customers Examples include: Mailboxes, disk space, bandwidth, IP addresses, mobile devices, application licenses, CPU time, memory, applications, and more. Service templates are a “bundle” of resources Templates define limits on the number of resources the customer can consume (e.g. disk space limits, mailbox limits, etc.) Templates also define what parameters must be collected in the order form to deliver the service Service Plans are the pricing terms on top of a template. Subscription periods are defined here (1- month, 3-month, 6- year, 1-year, etc.) with each period having different setup, recurring, and renewal fees Trial plans can also be created Resource rates define the cost to the customer for going over the limits in their service template. Resource rates are attached to individual resources Rates include setup fees (for buying more), subscription fees (for a- la-carte purchases), and overage fees.

18. The 5 Challenges of Scaling a Hosting Business Parallels Summit 2008 18 Managing Customer Requests Keeping up with Billing Reacting to the Market Automating Complex Processes 1 2 3 4

19. The 5 Challenges of Scaling a Hosting Business Parallels Summit 2008 19 4. Managing Customer Requests Keys to Success Automate Order Processing Deliver Comprehensive Self-Service Automate Communications

20. Automate Ordering Processing Parallels Summit 2008 20 Create a new Store-Front 1 Design Your Screens & Templates 2 Define Product Ordering Scenarios 3 Publish Products to Store 4 Service providers can create multiple store-fronts, each with a different brand, language, currency, or product focus. Design your own templates, screens, & layouts Embed product ordering into your existing web-site Define the ordering steps and product-specific data collection Choose which products should be published in your various stores

21. Store Front: Final Result Parallels Summit 2008 21 Add Hosting Plan Add Resources Add Domain Name Collect Payment Data 3 22 1 Full support for in-line domain registration Full support for payment collection Real-time invoicing and “provision while you wait” capabilities.

22. Deliver Comprehensive Self-Service Parallels Summit 2008 22 ResellersCustomer Admin.Service End-User Manage stores, products, pricing, and branding Manage customers Full payment and invoicing Full sub-reseller management Manage users & privileges Manage applications Delegate service management to other employees Manage billing and payments Purchase more services Change password & account information Manage application settings Adjust preferences (e.g. display language)

23. Automate Communications Parallels Summit 2008 23 Order Accepted Notify Customer (email) High Bandwidth Usage Notify Customer (email) Bandwidth usage warning – HTML version Manua Process Complete Automated Process Complete Create notification schedules that define when customers should be alerted about events pertaining to their accounts. Create notification templates to customize the formatting and wording of the communications to your customers (Resellers can create their own). Send automated alerts to customers based on their account activity reaching certain thresholds

24. The 5 Challenges of Scaling a Hosting Business Parallels Summit 2008 24 Managing Customer Requests Keeping up with Billing Reacting to the Market Automating Complex Processes Integrating with Other Systems 1 2 3 4 5

25. The 5 Challenges of Scaling a Hosting Business Parallels Summit 2008 25 5. Integrating With Other Systems Keys to Success Integrate with Processing Centers and Registrars Standard API Interface to Service Delivery Platform Event Management

26. Integrate with Processing Centers and Registrars Parallels Summit 2008 26 About 30 plugins are supported out of the box with the platform Full SDK for creating domain registrar plugins and payment processing plugins Plugins support complex scenarios, such as multiple payment processing centers (e.g. sending all Visa requests to one processor and all Amex requests to another).

27. Full underlying API interfaces are provided to connect to Parallels System Automation and Parallels Business Automation APIs are well documented and easy to integrate Allows for full connectivity to third party systems Standard API Interface Parallels Summit 2008 27 SOAP Core Services Parallels Business Automation EcommerceBillingMarketing Reseller CRMSupport In-House System Custom Application Virtuozzo Containers Plesk Control Panel 3rd Party Application Customer Control Panel Domain Registrar Accounting System Trouble Ticketing System Provisioning System Payment Gateway Reseller Control Panel Online Storefront

28. Event Management Parallels Summit 2008 28 Event-management can be used for real-time integration with third-party systems Events are triggered in the provisioning or billing systems (71 possibly events on the billing side, 47 possible events on the provisioning side) Events trigger one or more actions (sending notifications or launching external scripts on remote systems). All actions are logged as “tasks” and tracked by the system.

29. Summary: Parallels Summit 2008 29 Automate Complex Processes Keep Up With Billing React to the Market Manage Customer Requests Integrate With Other Systems

30. Future Roadmap: Parallels Summit 2008 30 Parallels Roadmaps not available online –Parallels Partners may contact their sales representative regarding roadmap availability