What Azure Means for Microsoft Partners

You can run but you can't hide. If Microsoft's Azure Services Platform leaves you, the channel partner, with more questions than answers and a bit uncomfortable as to what cloud computing means to your business, then it's time to jump in and get educated about Azure pronto.

Sure, the Azure Services Platform, Microsoft's next-generation platform designed for cloud computing, is part of a larger disruptive technology trend. But instead of thinking extinction, begin thinking opportunity.

"There's no one size fits all when it comes to cloud computing. So there will be plenty of opportunity for channel partners to advise end-user businesses on what cloud computing can do for their business," says Charles Weaver, president of the MSP Alliance, a professional association and accrediting body for the managed services industry.

What is Azure?
The Azure Services Platform is an Internet-scale cloud services platform hosted in Microsoft data centers that provides an operating system (Windows Azure) and a set of developer services that can be used individually or together. Azure is a flexible and interoperable platform that can be used to build new applications to run from the cloud or enhance existing applications with cloud-based capabilities.

Windows Azure is a cloud services operating system that serves as the development, service hosting, and service management environment for the Azure Services Platform.

Additional components of Azure include:

• Live Services: a set of building blocks for handling user data and application resources.
  
  
• Microsoft SQL Services: to extend the capabilities of Microsoft SQL Server into the cloud as a Web-based distributed relational database.
  
  
• Microsoft .NET Services: to make developing loosely coupled cloud-based applications easier.
  
  
• Microsoft SharePoint Services & Dynamics CRM Services: for developers to build applications and services.
  
  

Weaver pegs cloud computing as the next evolutionary delivery model for providing computer-based services over the network—a trend that took root about 15 years ago with application service providers (ASPs).

For channel partners who've embraced managed services, software as a service (SaaS), and understand service-oriented architecture (SOA), cloud computing is seen as an improved way to deliver services. For channel partners who haven't evolved their business model, who still rely on the complexity of hardware and software to make a living, it's time to get with the program.

In fact, late last year in an e-mail to channel partners addressing what partners can do to wade through current tough economic times, Microsoft's Allison Watson, corporate vice president of the worldwide partner group, offered channel partners a long list of "to do's" to prepare to take advantage of the Azure opportunity.

Why? Because cloud computing offers businesses a high value proposition: simplicity, ease of use, and economical solutions and capabilities. Cloud computing requires less infrastructure, less management, and ultimately less cost.

At the same time, Azure opens the door for independent software vendors (ISVs) and system integrators. Azure enables ISVs to create applications for the Web and/or connected devices such as PCs, servers, and mobile devices.

Microsoft system integrators and value-added partners can use Azure to streamline their own infrastructures and advise clients on how to do the same.

Jeff Kaplan, founder and managing director at Thinkstrategies, a consulting company that focuses on on-demand services, believes there are plenty of opportunities for channel partners who make the transition to cloud computing to help customers address complications such as capital, integration, and leveraging operations.

"There will be a proliferation of players, and businesses will need solution providers to help them select the right players to meet their business objectives. Businesses will still have customization requirements and the need for integration to accommodate data flow between legacy systems and software databases and the new SaaS or cloud computing capability," Kaplan says.

The message for the channel is to get ready and get going.

Microsoft offers many resources, e.g., white papers, technology previews, software development kits (SDKs), an Azure Facebook page for partners to connect about the technology, case studies, and more for channel partners through its Partner Program Web site.

If you haven't yet changed your business model to accommodate a service oriented business it's time to familiarize yourself with new technology, new terms, and new skills.

"Stay close to vendors. Stay close to your customers and become familiar with Web-based tools," says Kaplan.

Advice to partners from Microsoft:

• Develop a new portfolio of expertise: stay ahead of the curve and help your customers understand what cloud computing and development means to their business today and how they can pivot and extend their investments to maximize its value tomorrow.
  
  
• Deepen your customer relationships: with intimate knowledge of their on-premise solutions, systems integrators and value-added partners (VAPs) can expect to deepen their relationships in bridging that investment to the cloud.
  
  
• Focus on your core competencies: focus internal resources on developing IP or integrating disparate services critical to the success of your clients.
  
  
• Be efficient: resources once used to test deployment scenarios across multiple customer environments may be deployed against projects representing higher return for the systems integrator or VAP business.
  
  

Yefim Natis, vice president and distinguished analyst at Gartner Group advises the channel to begin investing in and practicing with Microsoft's Online Services, i.e. Exchange Online, SharePoint Online, Office Live Meeting Online, and Office Communications Online.

"While these offerings aren't Azure, they are its precursors and a good way to understand and get experience with online services," he says.

Natis also stresses that channel partners educate themselves on service-oriented architecture ASAP, if they haven't done so already.

In short, channel partners are being urged to make themselves and their businesses relevant. "The channel isn't going to go away. Vendors need the channel to deliver products and services to the market," says Weaver.