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Cloud Marketplaces are Proliferating

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Cloud and digital marketplaces are growing rapidly as both consumers and businesses demand self-service and automated offerings. Apple’s App Store now boasts more than 2 million apps—up from just 500 in 2008. Google Play has more than 3.5 million apps—and Google didn’t even have an ISV program for its fledgling app store 10 years ago. On the corporate side, Amazon’s AWS Marketplace has thousands of ISV solutions, and Microsoft’s cloud marketplaces claim 3 million active users. In addition to the big players, there are hundreds of smaller cloud marketplaces catering to niche and vertical markets. And the growth seems to self-propagate; vendors who sell on marketplaces are launching their own marketplaces (ConnectWise, RackSpace). How can independent software vendors (ISVs) capitalize on the proliferation of digital marketplaces, accessing global marketplaces while still preserving precious R&D resources?

Cloud marketplaces are SaaS ecosystem multipliers

The market for cloud services procured through the marketplaces is large and growing, presenting a tremendous opportunity for ISVs. According to Gartner, enterprise customers of all sizes buy over half of their services from cloud marketplaces. Forrester reports that as much as 40% of all B2B transactions are through digital sales channels. IDC predicts that Salesforce and its ecosystem of partners and customers will generate $859 billion in new business revenue worldwide by 2022. And a 2112 Group survey found 11% of channel executives believe marketplaces will drive the majority of their indirect revenue as soon as 2023. Clearly, ISVs need to amplify their exposure on marketplaces to maximize their reach.

ISVs are scrambling to grab their share

ISVs recognize the potential of cloud marketplaces to provide a valuable, revenue-generating route to market, and most sell through multiple marketplaces to gain maximum exposure. In fact, in our cloud era, ISVs may find themselves not just selling through complementary vendors’ marketplaces but also selling through the competition. Case in point: Microsoft’s channel chief Gavriella Schuster revealed that Microsoft’s goal is getting its software on every platform—even that of its largest competitor.

Joining multiple ecosystems has its drawbacks

Being part of multiple cloud marketplaces comes at a cost. Typically, ISVs employ a dedicated team of engineers to build their own partner portal—a costly and labor-intensive undertaking—to manage the integrations with distribution partners and marketplaces. Based on our internal insights, ISVs spend more than $1 million each year to maintain this type of integration. This is just the tip of the iceberg in maintenance costs. To work with different distributors and be included in prominent marketplaces, ISVs also have to build a custom, unique integration with each. It’s a costly, chaotic system that is slow to launch and complex to maintain—zapping vital IT development resources and slowing down time to market.

CloudBlue is the accelerant

To fully leverage multiple digital marketplaces, ISVs need to streamline onboarding. They need a way to eliminate the need to build and manage multiple integrations. In other words, ISVs need an accelerant, a single system to efficiently manage all of their channel partnerships.

CloudBlue serves as that accelerant. It’s a single system capable of managing ISVs’ multichannel and multimarketplace distribution efforts. CloudBlue centralizes relationships, standardizes integrations and eliminates the need to build new integrations for each new marketplace, since it’s being managed by CloudBlue. It’s a commerce-agnostic platform that can integrate with a company’s own or any third-party commerce system. CloudBlue also automates many of the time-intensive tasks of managing a go-to-market channel, including contract management, maintaining product information, fulfillment, usage management and subscription services. With this huge time savings, ISVs can put precious development resources back to work at R&D.

Unify multiple channels

With CloudBlue, ISVs can effectively unify multiple channels, allowing them to expand their reach and decrease time to market with minimal overhead costs. CloudBlue delivers key benefits, including:

  • Unified channel management through a single platform
  • Increased scalability though go-to-market automation and a hyperscale platform
  • Broadened reach by tapping into more than 200 service providers and potentially billions of end customers
  • Fast-tracked time to market by simplifying and streaming back-office operations
  • Reduced channel maintenance costs by eliminating need for multiple integrations

As digital marketplaces rapidly become the route to market for ISVs, it’s vital for them to leverage tools that remove barriers to entry by accelerating and streamlining marketplace onboarding, maximizing their ability to get solutions in front of a growing, global audience.

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Mike Jennett, Director of CloudBlue Platform Strategy, is an accomplished business and technology executive. With a deep focus on product development and go-to-market strategy, he plays a pivotal role driving strategic growth and market expansion. Mike’s career is characterized by his adeptness in driving technological advancements and his commitment to leading digital transformations with experience including IDC where he was VP of the Mobility and Digital Transformation IEP practices, and HP where he held numerous leadership roles. Mike’s expertise is also reflected in his published works and contributions to multiple tech publications. Mike holds a B.A. from California Polytechnic University.
Having previously to strategic product management, agile transformations, and user experience in CloudBlue, Taylor Giddens heads the Services & Solutions team where he ensures smooth delivery, operations and solution growth for our partners and customers.

The team includes technical account management, managed services, support, custom solution development, and customer enablement.

Prior to CloudBlue, his resume boasts leadership of some of the world’s largest companies during their digital transformations and marketplace launches. Taylor is a practitioner of servitude leadership when it comes to enabling his team to drive positive outcomes on the road to operational excellence.
Laurens van Alphen, a visionary entrepreneur with over 29 years of internet technology expertise, serves as Director of Technical Managed Services at CloudBlue, responsible for Operations and Delivery of CloudBlue SaaS.

As a Dutch racing champion and car enthusiast, he brings the same drive to the tech realm, steering Keenondots from a managed hosting firm to a global cloud enablement leader. Laurens is celebrated for his outcome-driven leadership, deep industry insight, and passion for balancing business innovation with client engagement.
Lincoln Lincoln is CloudBlue’s Head of Global Sales; having been with the company since November 2017. Leading CloudBlue’s global go-to-market organization, he’s responsible for driving accelerated and sustained mutual growth with CloudBlue’s customers and partners, as well as forming new customer partnerships across the Vendor and Provider ecosystem. As part of CloudBlue’s leadership team he is responsible the organisation’s revenue and continued market leadership by delivering and supporting products, services and solutions to organizations in established and new markets around the world.

Before joining CloudBlue, Lincoln was AppDirect’s Regional Director, Asia Pacific & Japan, responsible for forming, building and leading AppDirect’s business and operations across the APJ geography. He built and led AppDirect’s fastest growing and highest performing region globally within 3yrs.

Before joining AppDirect, Lincoln was EMC’s Practice Manager, Cloud Service Providers, APJ, working with the leading Service Providers to maximise their Cloud Business presence & market success. Lincoln joined EMC in 2007, and has over 20 years’ experience in the IT industry, having been based out of Singapore, Australia and the UK. Prior to EMC, he was in range of sales and channel positions at Symantec and VERITAS.

Lincoln has an Honours degree in Business Administration from Kingston University in the United Kingdom.
Brent Clooney is the Executive Director and Associate General Counsel for Ingram Micro Inc., and lead counsel for CloudBlue.

Brent is a Canadian based corporate lawyer with more than 20 years of experience as a strategic legal advisor both in private practice and as in-house counsel to large multi-national companies. Prior to joining Ingram Micro in 2008, he worked at a well-respected corporate law firm in Toronto, Canada and later served as general counsel for Toshiba Canada. During his 15-year tenure at Ingram Micro, he has held positions of increasing complexity and responsibility, and since being promoted to his current role in 2022, Brent is the legal lead for both Ingram Micro’s Canadian and global cloud businesses, as well as CloudBlue.

Brent holds a law degree (LL.B.) from Queen’s University, a Psychology degree (B.A. Honours) from Lakehead University, and has been admitted to the bar in Ontario, Canada since 2002.
Anurag serves as the Head of Product Management for CloudBlue and is responsible for product direction and driving innovation. His leadership has been marked by a keen focus on customer needs, growing the ISV ecosystem, and ensuring the continual evolution of CloudBlue’s product portfolio.

Anurag joined Ingram Micro in 2017 and has been instrumental in, positioning CloudBlue as an industry leading monetization platform for MSP’s, Telco’s and Distributors. Previously Anurag worked at Oracle and Microsoft where he managed many technology projects and programs.
As VP of Engineering of CloudBlue, Rony oversees the development and engineering efforts of the company. He is a recognized leader with more than 25 years of experience in Technology and Product.

Prior to joining CloudBlue Rony lead the R&D efforts at Tripwire acquired by Thoma Bravo, and Cedexis acquired by Citrix. Rony is a leader with extensive experience in transforming both complex technology problems into products that customers love and disjointed organizations into agile high performing teams.
Coen is a distinguished leader and entrepreneur in the realm of cloud technology. Currently serving as CEO of Keenondots and the Global Director of CloudBlue SaaS. He is passionate about driving innovation, fostering collaboration, and leading high-performing teams to achieve transformative results.

With a background as Managing Director of INTO Cloud and a pivotal role as Director of Products of KPN, he brings a wealth of experience in steering organizations through the complexities of the digital landscape.

Beyond the boardroom, Coen is a marathon enthusiast, demonstrating endurance and discipline in pursuit of both professional and personal goals.
Alyson has over twenty years of experience in demand generation, marketing automation and data management. She is responsible for leading the strategy and direction of the company’s brand, performance, and digital marketing.

Prior to CloudBlue, Alyson served as Ingram Micro’s Director of Global Business Intelligence Marketing Automation driving channel partner campaigns. Her tenure in marketing leadership at prestigious companies such as Western Digital, Ocean Institute celebrates redefining marketing campaigns and building top performing teams based on trust, experimentation, and results.

Alyson resides with her husband and three children in Orange County and is an active volunteer and donor within her children’s sports and education programs.

Darek Tasak is leading Customer Success & Value Creation for CloudBlue. In his role, he looks after CloudBlue customers globally during the entire lifecycle of our relationship: from the initial on-boarding, through in-life account management, always ensuring they build successful businesses leveraging our technology. Additionally, he is also in charge of Partnership & Alliances, as well as Pricing Management for everything we commercialize.


Before CloudBlue, Darek managed Ingram Micro’s Services division for hi-tech customers in Europe & APAC. His prior experiences include also launching and leading pan-European services business for TDSynnex, as well as strategy consulting with Boston Consulting Group (BCG).

As President of CloudBlue, Uddhav is a distinguished leader and visionary with nearly two decades of platform-building experience. He is an industry leader in digital commerce, the subscription economy, and monetization platforms.


Notably, at SAP, he spearheaded the transformation of their platform business into a multi-cloud platform-as-a-service, offering enterprise and developer-friendly subscription models. At Pure Storage, he championed the efforts to successfully disrupt the storage industry by creating revolutionary Storage-as-a-service, AIOps-as-a-service, and Disaster Recovery-as-a-service offerings with cutting-edge features and establishing a sophisticated subscription commerce infrastructure that is channel-friendly.


At CloudBlue, Uddhav guides and empowers businesses to rethink their monetization strategies by unlocking the power of digital ecosystems and marketplaces. CloudBlue provides enterprises with a mature multi-tier, multi-channel marketplace and monetization platform that enables usage-based subscription models and global delivery of Anything-as-a-Service solutions. Uddhav has played a pivotal role in shaping the future of the subscription economy through his innovative thinking and impactful contributions.

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