What is a cloud marketplace?

Define cloud marketplace

A cloud marketplace is a platform that allows users to browse, discover, and purchase cloud computing services and products. It is essentially an online store for cloud services, similar to how an online marketplace like Amazon allows users to browse, discover, and purchase physical products. 

Cloud marketplaces provide a centralized location where users can find a wide range of cloud services and products from multiple vendors, including infrastructure as a service (IaaS), platform as a service (PaaS), software as a service (SaaS), and more. Users can typically try out these services for free before committing to a purchase, and can easily scale their usage up or down as needed. 

Cloud marketplaces are a convenient way for users to find and compare different cloud services and products, and can help organizations save time and resources by streamlining the process of sourcing and implementing cloud solutions. Some popular cloud marketplaces include the Amazon Web Services (AWS) Marketplace, the Microsoft Azure Marketplace, and the Google Cloud Platform Marketplace. 

What powers cloud marketplaces?

Cloud marketplaces are powered by cloud computing infrastructure and services. This includes infrastructure as a service (IaaS) providers, which offer computing resources such as virtual machines, storage, and networking, as well as platform as a service (PaaS) providers, which offer a platform for building and deploying applications. 

Cloud marketplaces also rely on software as a service (SaaS) providers, which offer software applications that can be accessed and used over the internet. In addition, many cloud marketplaces offer tools and services for developers, such as APIs, libraries, and documentation, to help them build and deploy applications on the cloud. 

Cloud marketplaces typically operate on a subscription or pay-per-use model, where users pay for the cloud services and products they consume. Some cloud marketplaces also offer free tiers or trials, which allow users to try out services and products before committing to a purchase. 

Overall, cloud marketplaces are powered by a combination of cloud infrastructure, services, and tools that enable users to discover, purchase, and use a wide range of cloud solutions.

Who are the biggest providers of cloud marketplaces?

The biggest providers of cloud marketplaces are typically the major cloud computing providers, such as Amazon Web Services (AWS), Microsoft Azure, and Google Cloud Platform. These companies offer a wide range of cloud services and products through their respective cloud marketplaces, including infrastructure as a service (IaaS), platform as a service (PaaS), software as a service (SaaS), and more. 

In addition to the major cloud providers, there are also a number of smaller, specialized cloud marketplaces that focus on specific industries or types of services. For example, the Salesforce AppExchange is a cloud marketplace for sales, service, and marketing applications, and the Docker Hub is a cloud marketplace for containerized applications. 

Overall, the size and scope of a cloud marketplace can vary widely, with some offering a wide range of services and products from multiple vendors, and others focusing on a specific niche or type of solution.

What are the benefits of cloud marketplaces?

There are several benefits to using a cloud marketplace: 

  • Convenience: Cloud marketplaces provide a centralized location where users can browse and compare a wide range of cloud services and products from multiple vendors. This makes it easy for users to find the right solutions for their needs and try them out before committing to a purchase.
  • Cost savings: Cloud marketplaces often offer discounts and special deals on cloud services and products, which can help users save money. In addition, users can typically scale their usage up or down as needed, which can help reduce costs.
  • Time savings: Cloud marketplaces can help organizations save time by streamlining the process of sourcing and implementing cloud solutions. Users can easily find and compare different options, and can typically sign up for and start using services quickly.
  • Risk reduction: By providing a central location for sourcing cloud services and products, cloud marketplaces can help users reduce the risk of choosing an unreliable or untested vendor. Users can typically find reviews and ratings for different products and services, which can help them make informed decisions.
  • Easy integration: Many cloud marketplaces offer APIs and other tools that make it easy for users to integrate cloud services and products into their existing systems and processes. This can help organizations get up and running with new solutions more quickly and efficiently. 

What are some problems with cloud marketplaces?

There are a few potential problems that users may encounter when using cloud marketplaces: 

  • Limited choice: While cloud marketplaces typically offer a wide range of services and products, the selection may be limited compared to what is available directly from individual cloud providers.
  • Hidden costs: Some cloud services and products may have additional fees or charges that are not immediately apparent, such as usage fees or data transfer charges. Users should be sure to carefully review the terms and conditions of any service or product they are considering purchasing to ensure that they understand all of the costs involved.
  • Security concerns: Users may be concerned about the security of their data when using cloud services and products from third-party vendors. It is important for users to carefully evaluate the security measures and policies of any vendor they are considering using, and to ensure that their own security practices are up to date.
  • Complex pricing structures: Some cloud services and products may have complex pricing structures that can be difficult to understand, which can make it challenging for users to accurately predict and budget for their costs.
  • Compatibility issues: Users may encounter compatibility issues when integrating cloud services and products from different vendors into their existing systems and processes. It is important for users to carefully evaluate the compatibility of any service or product they are considering using to ensure that it will work seamlessly with their existing systems.

What are white labeled cloud marketplaces?  

A white labeled cloud marketplace is a platform that is branded and customized for a specific company or organization, but is powered by a third-party provider. 

White labeled cloud marketplaces allow organizations to offer their own branded cloud services and products to their customers, while leveraging the infrastructure, services, and tools provided by a third-party provider. This can be a convenient and cost-effective way for organizations to enter the cloud market, as they can leverage the expertise and resources of the third-party provider while still maintaining their own brand identity. 

There are a number of third-party providers that offer white label cloud marketplaces, including AWS, Microsoft Azure, and Google Cloud Platform. These providers offer a range of customization options, including the ability to brand the platform with the organization’s own logo and colors, and to select the services and products that are available on the platform. 

Overall, white labeled cloud marketplaces can be a useful tool for organizations that want to offer their own branded cloud services and products to their customers, without incurring the costs and resources associated with building and maintaining their own infrastructure.

Do enterprise level clients use cloud marketplaces?

Yes, enterprise-level clients can use cloud marketplaces. Cloud marketplaces are a convenient and cost-effective way for organizations of all sizes to discover, purchase, and use a wide range of cloud services and products. 

Enterprise-level clients, in particular, may find cloud marketplaces to be a useful tool for sourcing and implementing cloud solutions, as they can help streamline the process of finding and comparing different options and can provide access to a wide range of services and products from multiple vendors. 

That being said, enterprise-level clients may also have more complex needs and requirements when it comes to cloud services and products, and may prefer to work directly with individual vendors or to build custom solutions. In these cases, cloud marketplaces may not be the best fit. 

Overall, whether or not an enterprise-level client chooses to use a cloud marketplace will depend on their specific needs and requirements, and on the availability of solutions that meet their needs.

What are the benefits of partnering with a white label provider to launch a marketplace platform?

  • Cost savings: Building and maintaining a marketplace platform can be a costly and resource-intensive endeavor. Partnering with a white label provider can help an organization save time and money by leveraging the infrastructure, services, and tools provided by the provider.
  • Expertise and support: White label providers typically have a wealth of expertise and experience in building and operating marketplace platforms. By partnering with a white label provider, an organization can tap into this expertise and receive support and guidance as they launch and grow their marketplace.
  • Scalability: White label providers typically have the infrastructure and resources in place to support the growth of a marketplace. This can be particularly beneficial for organizations that are launching a marketplace for the first time and are unsure of how much demand there will be for their services and products.
  • Customization options: White label providers often offer a range of customization options, such as the ability to brand the platform with the organization’s own logo and colors, and to select the services and products that are available on the platform. This can help an organization differentiate its marketplace and better meet the needs of its customers.

Overall, partnering with a white label provider to launch a marketplace platform can be a cost-effective and convenient way for organizations to enter the market and offer their own branded cloud services and products to their customers.

Read time
Share article
Newsletter
Get the latest expert advice and strategies in your inbox.

Subscribe to our newsletter

Monetize your SaaS subscription business with CloudBlue! Subscribe to our newsletter for expert insights, strategies, and tips to maximize your revenue potential.

By providing my Personal Data to CloudBlue and its affiliates, I agree to be contacted for marketing purposes and I acknowledge and agree to the collection and processing of my Personal Data in accordance with the Privacy Statement.

Tatiana serves as Head of Human Resources and HR Associate at Ingram Micro Inc., where she leads the HR function for CloudBlue globally.

Tatiana plays a pivotal role in shaping CloudBlue talent strategy. With a passion for fostering a positive work environment, Tatiana focuses on employee development, engagement, and well-being. She is committed to building a diverse, inclusive, and high-performing organization at CloudBlue. Based in Sofia, she collaborates closely with country HR teams across 16 countries where CloudBlue operates.

Prior to joining Ingram Micro in 2016, Tatiana held the position of HR Director at IBM’s regional office in Russia and CIS countries. Her HR career began with ING Bank and Unicredit Bank, and in 2008, she transitioned to the IT sector to lead HR functions at Kaspersky Lab. Tatiana holds a master’s degree in Biotechnology and Psychology, and she has also earned an MBA in Strategic Management.
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.

Let's talk