What is a subscription marketplace?

Define subscription marketplace

A subscription marketplace builds on the traditional online marketplace by allowing a vendor to sell subscriptions to their physical or digital products. A SaaS marketplace facilitates the sale and purchase of agreements for the use of digital software products and solutions for a set period, on a recurring basis. IaaS marketplaces are the same in that they sell solutions based around cloud infrastructure including cloud hosting, networking, storage, and data services, all through different cloud providers.

What is a SaaS / IaaS / XaaS marketplace?

A SaaS / IaaS / XaaS marketplace is a marketplace that supports payments from customers for permission to use their products or solutions for a period, based on agreements from vendors. IaaS, or infrastructure as a service, includes hosting, data, storage, etc. SaaS, or software as a service, includes software solutions. XaaS, or everything as a service, includes quite literally everything – from software, to infrastructure, and physical goods, often bundled together.

Subscription-based marketplace agreements can be renewed on an ongoing basis, which generates recurring revenue for ISVs, tech vendors, IT distributors and resellers.

What is SaaS / IaaS / XaaS catalog management?

SaaS / IaaS / XaaS catalog management is the process of managing the exchange of SaaS / IaaS / XaaS solution delivery between an ISV, tech vendor, IT distributor or reseller, and the end customer. Catalog management involves several tasks, including maintaining product logos, product names and product descriptions in every language needed by the customer. Some other aspects of catalog management include:

  • Managing your product groups that are required for the product catalog 
  • Manage the product group visibility for your business partners
  • Enabling automated activation of your syndication contracts for your catalog 
  • Maintain reseller accounts associated with your product group

Why is a subscription marketplace important?

Building a subscription marketplace creates new revenue opportunities for the owner of the cloud platform marketplace on an ongoing, recurring basis. Because subscriptions are often digital rather than physical, overheads and expenses are reduced thanks to easier management and lower costs. However, there are contracts, delivery, pricing, and solution changes to manage, which can be done more efficiently with a subscription management platform that incorporates automation.

Why is catalog management important?

Catalog management is important in terms of keeping details up to date on each product and solution offered as part of a digital subscription. Using a catalog management solution or platform allows for easy organization of offerings, adding new ones, and keeping product and solution information up to date in multiple languages, including names, imagery, and descriptions.

How can subscription marketplaces and catalog management help you?

Telcos

Facing a saturated market, telcos can increase ARPU by operating a subscription marketplace. With catalog management, telcos can ensure they can most efficiently keep their offerings current.

MSPs

Rather that working with individual vendors, MSPs increase efficiency by quoting, procuring, provisioning, and managing processes via with an IaaS/SaaS/XaaS subscription marketplace that follows best practices for catalog management.

IT Distributors

With margins under pressure, IT distributors can increase ARR by delivering digital solutions, following a lower cost and higher margin model. Proper catalog management ensures they can quickly find what they need for their customers.

ISVs

ISVs can extend their reach and scale their business by making their solutions available for purchase on a cloud marketplace. Rather than going it alone, ISVs benefit from this one-to-many approach.

Tech Vendors

Tech vendors benefit from subscription marketplaces in the form of recurring revenue and easier distribution. For example, Microsoft sells it software largely through distributors and resellers.

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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.
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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.
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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.
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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.
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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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