Platform As A Service

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Software Ecosystems in the Era of Cloud Computing: Models of Partnership, Co-opetition and Monetisation



In an era of immense technology rush, companies are increasingly switching from product to service providing. Thus, service providing has become from “a product” to “the key product” for many companies. Similarly, such service-oriented tendency is becoming more and more present as well in the computing area, mainly due to the maturity of the Web market technology and the emergence of cloud computing. Within the domain of cloud computing, PaaS offers the ground for complex, value-added services in the form of software which have the potential to meet specialized, complex customers' requirements leveraging so positive network effects and creating entire ecosystems around their platforms.




1.1 Background1

1.2 Purpose of the Research3

1.3 Research Aims and Objectives4

1.4 Research Questions5

1.5 Key Definitions5

1.5.1 Cloud Computing5

1.5.2 Service Level Agreement5

1.5.3 Platform as a Service6

1.6 Structure of the Study6


2.1 PaaS Evolution and Adoption9

2.2 Working Model of PaaS10

2.2.1 Development of Languages11

2.2.2 Runtime Execution11

2.2.3 Administration and Management12

2.3 PaaS Models13

2.3.1 PaaS Monetization Models13 Subscription13 Freemium14

2.3.2 PaaS Partnership Models14 Salesforce.com15 Google16 Amazon16 IBM, Sun and other Traditionalists17 Etelos, Joyent, Coghead and other Startups17 Facebook and OpenSocial18 Microsoft18

2.3.3 PaaS Co-opetition Models19

2.4 Benefits of PaaS20

2.4.1 Server Administration20

2.4.2 Auto-scaling20

2.4.3 Calculated Consumption21

2.4.4 Utilization of single platform21

2.4.5 Web Development Team21

2.5 Issues and Concerns about PaaS21



This research focuses on carrying out a survey and comparative analysis of different models of partnership, co-opetition and monetisation in the context of cloud application platforms. This is the introductory chapter of the research study presents a brief section of the background of the study where the researcher has provided the overview of the research topic to the reader. This chapter also provides the research problem and the significance for conducting the research study.

1.1 Background

In the traditional system of implementation of Information Technology, organizations used to allocate material, human resource and technological systems, which were grouped in an area that was responsible for solving the problems related to infrastructure and application development for the organization (Lawton, 2008). Most of these areas were forced to spend much of their time on tasks to deploy, configure, maintain and upgrade the infrastructure projects of the organization. This usually did not provide added value in the balance of output produces for the provided input.

Furthermore, the distribution of services such as electricity, water or telephone left the supplier with complete responsibility to generate, organize and manage everything for the end user with higher expenditure from his end (Keller & Rexford, 2010). Thus, there emerged an interesting question of why not implement services or resources under a scheme similar to that described, where the vendor provides the user required services and where you have to pay only for your use? It is for this reason that organizations directed their gaze towards this technology known as cloud computing. This technology made it possible to minimize the time spent on lower-value activities and allow the staff working in information technology areas, focus on strategic activities that ...
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