What are hyperscaler marketplaces?

Hyperscaler marketplaces let businesses use cloud infrastructure (servers, networks, compute, A.I., storage, etc.) to develop and sell client facing applications and services. They are often known as public cloud. They reduce costs for the provider and client, help businesses scale faster, and increase interoperability thanks to cloud architecture and integrations. 

Public cloud marketplaces opened the potential of software development, cloud computing and infrastructure for businesses of all sizes and individual users at lower cost.  

The three major players in the space are currently Amazon AWS, Microsoft Azure, and Google Cloud Platform. IBM Cloud Computing and Oracle Cloud Infrastructure are two further notable players.


  1. What are hyperscalers?
  2. What is hyperscale computing?
  3. What is hyperscale cloud?
  4. Why are hyperscaler marketplaces important for business?
  5. Why are hyperscaler marketplaces important for MSPs?
  6. What are some potential issues for MSPs in hyperscaler marketplaces?

What are hyperscalers?

The term hyperscalers (also referred to as public cloud) comes from the world of hyperscale computing. It describes a method of data processing for distributed computing resources that can be scaled up or down in real time. Hyperscalers data centers use this model for cloud computing to deliver IT infrastructure and computational power according to customer demand. They manage the physical elements of IT infrastructure, and the end user or customer works in a virtual computing area.

What is hyperscale computing?

Hyperscale computing is the ability to scale an IT architecture up or down as demand requires. This means that compute, memory, network, and storage can be added to any environment connected to the IT architecture. Hyperscaling is needed to provide a solid, reliable, scalable build to host big data, map reduce, or distributed storage systems. It is also vital in running the infrastructure for globally distributed sites such as Facebook, Google, Amazon, Twitter, Netflix, etc.

Hyperscaler Marketplaces

What is hyperscale cloud?

Hyperscale cloud, or public cloud, can scale IT infrastructure by demand. It uses off-site data and server centers, and is used for big data, cloud computing, and distributed systems.  

This helps customers by reducing downtime, operational complications, and the time to get systems back online after an outage. Other benefits include self-service, reduced costs, and freedom to scale easily. Global companies like Facebook, Google, Amazon, Twitter, Netflix, etc. use the cloud to run their operations. 

Why are hyperscaler marketplaces important for business?

30% of B2B buyers use public cloud to buy workplace products and services, and by 2024 the public cloud will potentially generate $3.6 trillion in sales. AWS, Azure, and Google Cloud control 75% of the market and offer global access for ISVs as well as global solutions for buyers.  

They help business open new geographies, market segments, and to reduce costs, improve operations, scale, and much more.

Why are hyperscaler marketplaces important for MSPs?

MSPs that provide consultancy services and solutions for their clients through public cloud can use Microsoft Azure Marketplace and AWS Professional Services capabilities for usage monitoring and billing. This means they can bundle business services with software offerings easily, and ensure billing and usage are accurate.  

For MSPs, public cloud has major benefits compared to private cloud, in that their size and reach provide better economies of scale. The global distribution of their server networks, and the ability to use regional configurations and routing mean data storage is easily managed, specifically regarding local laws governing data management.

What are some potential issues for MSPs in hyperscaler marketplaces?

For channel partners, the hundreds of solutions available on public clouds means that MSPs need to simplify these choices for their clients, and they still face the issue of differentiation from their competitors. As cloud providers offer cloud applications for finance, customer relationship management, enterprise resource planning, procurement and so on, MSPs need to guide their clients through the buying process, by offering bundles of related software and services.  

Another complication for MSPs is creating contracts that are flexible enough to cope with fluctuating customer demands, reduced human contact, high levels of service, and ever-changing pricing of public cloud access and technologies.  

Ready to learn more about hyperscaler marketplaces?

Here are some resources that explore the subject further, including how to hyperscale XaaS growth.

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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