Welcome!

Agile Computing Authors: Maria C. Horton, Zakia Bouachraoui, Pat Romanski, Elizabeth White, Liz McMillan

Related Topics: @CloudExpo, Java IoT, Agile Computing

@CloudExpo: Blog Post

How Cloud Startups Have Reinvented Business Development | @CloudExpo #API #Cloud

With APIs, BDMs can now identify complementary products and services and piggyback on their platform

How Cloud Startups Have Reinvented Business Development with Piggyback Marketing

A growing number of BDMs (business development) today have a technology or product marketing background. Their role - increase product reach through piggyback marketing.

The job description of BDM is pretty straight-forward - find new opportunities for your business. They play an important role in the direction a company takes. This includes identifying new markets to venture into, new partnerships to build, identifying new products or services that the company could launch and finally figuring out new ways to reach existing markets.

Traditionally, BDMs have always come from a sales background. Both these job roles require people to network with new partners and stakeholders and arrive at possible areas of partnership. In the case of cloud startups however, the role of BDM has been taking a new turn - a growing number of BDMs today have a technology or product marketing background. Their role - increase product reach through piggyback marketing.

Piggyback marketing is the use of third party product or service to build the reach for your own product. Traditionally, BDMs partnered with businesses offering complementary products or services to promote each others’ products to their respective customer base. For example, auto dealerships routinely sell car accessories like stereos and decals from third party brands. In return, these third party manufacturers could promote the auto dealerships as their ‘authorized outlets’ in their marketing materials. It’s a two-way partnership that benefits both the stakeholders.

In the case of cloud startups however, piggyback marketing is not always two-way. Cloud-based services offer what is called an API (Application Programming Interface). APIs let any third party developer connect to your server and perform actions without having to physically log into your system. For instance, you could build a personal app that checks the prices of your favorite products on Amazon, eBay and any other eCommerce store if these services had an API available for third parties.

With APIs, BDMs can now identify complementary products and services and piggyback on their platform without an explicit return of favor. If you are a business that makes marketing tools, customer service applications or offers shipment services, you could, for instance, use the Shopify API to build an app for the eCommerce platform. This lets your business piggyback on the Shopify platform and be instantly seen by their users on the app store.

Piggyback marketing by cloud startups does not always have to be through APIs. Businesses can also make use of other technology tools like ATL and MFC, for instance, to connect to Microsoft applications. This way, your business could create add-ins that Microsoft Office users could use while working on their documents or spreadsheets.

While the use of APIs and ATLs are not two-way partnerships like traditional piggyback marketing strategies, they are still mutually beneficial. A good example in this case is the iOS app store. When Apple first opened up its app store, thousands of businesses flocked to the platform in order to piggyback on the iPhone’s success and be seen by its customers. This gave Apple the much needed competitive edge over Google’s Android in the initial years of rivalry between the two platforms.

More Stories By Harry Trott

Harry Trott is an IT consultant from Perth, WA. He is currently working on a long term project in Bangalore, India. Harry has over 7 years of work experience on cloud and networking based projects. He is also working on a SaaS based startup which is currently in stealth mode.

IoT & Smart Cities Stories
Two weeks ago (November 3-5), I attended the Cloud Expo Silicon Valley as a speaker, where I presented on the security and privacy due diligence requirements for cloud solutions. Cloud security is a topical issue for every CIO, CISO, and technology buyer. Decision-makers are always looking for insights on how to mitigate the security risks of implementing and using cloud solutions. Based on the presentation topics covered at the conference, as well as the general discussions heard between sessio...
The platform combines the strengths of Singtel's extensive, intelligent network capabilities with Microsoft's cloud expertise to create a unique solution that sets new standards for IoT applications," said Mr Diomedes Kastanis, Head of IoT at Singtel. "Our solution provides speed, transparency and flexibility, paving the way for a more pervasive use of IoT to accelerate enterprises' digitalisation efforts. AI-powered intelligent connectivity over Microsoft Azure will be the fastest connected pat...
CloudEXPO has been the M&A capital for Cloud companies for more than a decade with memorable acquisition news stories which came out of CloudEXPO expo floor. DevOpsSUMMIT New York faculty member Greg Bledsoe shared his views on IBM's Red Hat acquisition live from NASDAQ floor. Acquisition news was announced during CloudEXPO New York which took place November 12-13, 2019 in New York City.
BMC has unmatched experience in IT management, supporting 92 of the Forbes Global 100, and earning recognition as an ITSM Gartner Magic Quadrant Leader for five years running. Our solutions offer speed, agility, and efficiency to tackle business challenges in the areas of service management, automation, operations, and the mainframe.
Apptio fuels digital business transformation. Technology leaders use Apptio's machine learning to analyze and plan their technology spend so they can invest in products that increase the speed of business and deliver innovation. With Apptio, they translate raw costs, utilization, and billing data into business-centric views that help their organization optimize spending, plan strategically, and drive digital strategy that funds growth of the business. Technology leaders can gather instant recomm...
In an age of borderless networks, security for the cloud and security for the corporate network can no longer be separated. Security teams are now presented with the challenge of monitoring and controlling access to these cloud environments, at the same time that developers quickly spin up new cloud instances and executives push forwards new initiatives. The vulnerabilities created by migration to the cloud, such as misconfigurations and compromised credentials, require that security teams t...
AI and machine learning disruption for Enterprises started happening in the areas such as IT operations management (ITOPs) and Cloud management and SaaS apps. In 2019 CIOs will see disruptive solutions for Cloud & Devops, AI/ML driven IT Ops and Cloud Ops. Customers want AI-driven multi-cloud operations for monitoring, detection, prevention of disruptions. Disruptions cause revenue loss, unhappy users, impacts brand reputation etc.
As you know, enterprise IT conversation over the past year have often centered upon the open-source Kubernetes container orchestration system. In fact, Kubernetes has emerged as the key technology -- and even primary platform -- of cloud migrations for a wide variety of organizations. Kubernetes is critical to forward-looking enterprises that continue to push their IT infrastructures toward maximum functionality, scalability, and flexibility. As they do so, IT professionals are also embr...
@CloudEXPO and @ExpoDX, two of the most influential technology events in the world, have hosted hundreds of sponsors and exhibitors since our launch 10 years ago. @CloudEXPO and @ExpoDX New York and Silicon Valley provide a full year of face-to-face marketing opportunities for your company. Each sponsorship and exhibit package comes with pre and post-show marketing programs. By sponsoring and exhibiting in New York and Silicon Valley, you reach a full complement of decision makers and buyers in ...
While the focus and objectives of IoT initiatives are many and diverse, they all share a few common attributes, and one of those is the network. Commonly, that network includes the Internet, over which there isn't any real control for performance and availability. Or is there? The current state of the art for Big Data analytics, as applied to network telemetry, offers new opportunities for improving and assuring operational integrity. In his session at @ThingsExpo, Jim Frey, Vice President of S...