Many other reasons to have that. I think our final speaker of the day-- so I think you talk about so far during the day about the packaging, the control, and all the different aspects. And very much the focus I would say, so far, has been on premise apps. So I think the last speaker, Chris Markle from Aspera-- glad to have you here-- to talk a little about how some of those things do actually apply in the cloud world as well. So a lot of the basics still remain the same. So kind of a little bit insight into the cloud offering. Chris. Take myself out right off the bat. Thanks, Prakash. [INAUDIBLE] Let me get the operation straight here. Great. So hello, folks. We talked earlier about maybe the slot right after lunch isn't so good or the slot right before lunch. But then there's the last slot of the day lunch as well. So I'll try to be quick. But I'm like the other speakers. I'm happy to take questions as we go. So raise your hands. I'm going to pull out my timer here and make sure I stay on time. But if you have questions, feel free to hit me with those. My name is Chris Markle. I'm the VP of engineering services for Aspera. My responsibilities at Aspera include, among other things, working on the company's business systems when they come close to the engineering of the product. So for example, software licensing. I've been responsible for producing our Legacy Software Licensing Management System, which we rolled ourselves in the old days. And now I'm working in cloud metering and cloud billing. And it's that world that's got me involved with SafeNet and some of their products. And I'm happy to be here today to speak a little bit about our implementation. Here's the agenda for today. I'm going to tell you a little bit about who Aspera is, why we wanted to provide some cloud based offerings, a little bit of our history in the cloud, where we are at this juncture, and then kind of what we wanted from entitlement management solutions, and how we went about it. And we'll tell you a little bit-- like some of the other speakers did-- about the next steps for us in this area as well. I have to say I prefer [? Thorsten's ?] company's mission statement, which is something like help cure cancer. Like three or four words. Ours is slightly longer. But we can help cure slow data transfers maybe. But our mission statement is creating next generation transport technologies that move the world's digital assets at maximum speed, regardless of file size, transfer distances, and network conditions. So fundamentally, Aspera is a software vendor who makes high speed file transfer and data movement solutions. Our company is based in Emeryville, California. We were started in 2004. We're 110 employees right now, privately held and focusing, as I said before, in the high speed data movement area. We created our own protocol for that that we call FASP. Once upon a time that stood for Fast And Secure Protocol. We have one of those interesting acronyms where we've changed what that stands for without changing the letters. But I don't even know what the new variation of that is. But it's a UDP based file transfer protocol that very effectively transmits data at almost up to the full line speed of your network connection. And you might say, like I did when I joined Aspera five years ago, people pay for file transfer? Well, what's wrong with the file transfer solutions that are out there today. But TCP and other file transfer solutions have limitations when you begin to cover longer distances or you run over networks that are more lossy. And these are getting exposed more and more as people buy bigger and bigger transfer pipes. So we have customers-- for example, ESPN runs a 10 gigabit fiber link between Connecticut and LA. And they pay a lot of money for that 10 gigabit fiber link. And they want to use and fully exploit that 10 gigabit fiber link. And using software like us, we can help them derive the full value of those kind of assets. We have about 1,600 customers, 12,000 licenses. We're growing about 50% a year. And our products are sold-- fundamentally, we're an enterprise software vendor. We sell with the direct sales force, resellers, OEMs, perpetual licenses, the classical-- kind of like almost the old style software vendor. One thing I'd like to highlight is our current software licenses, or our legacy software licenses, were typically oriented around a maximum amount of bandwidth. Since we felt that our solution helped you more effectively use your bandwidth, we kind of sell it that way. So a typical customer might buy a 45 megabit license. So it's not user based. It's kind of server based and bandwidth based, typically. And this kind of posed us problems when we thought about the cloud because the cloud is really like a big pile of VMs. And we didn't want our customers to be able to sort of freely run that software on as many instances in the cloud as they wanted without paying us for it. We actually had, in the old days, terms and conditions that said our customers aren't permitted to run our software in the cloud. So funny thing is somebody asked me today what about VMs? And I said, even though VMs are kind of like the same as the cloud, we didn't have a similar restriction with respect to VMs, which I really don't understand why we felt like VMs were OK, and the cloud wasn't OK. But anyway fixing that problem of this bandwidth license and letting customers be able to run as much of us as they want in the cloud was something that we wanted to work on. So our biggest customers are in the media and entertainment space. But basically, anybody that has the triple set of attributes of large amounts of data, geographic dispersal of who they are talking to like big ecosystem all over the world, and time criticality. Those are the kind of people that pay for file transfer. And as I think our company has proven, it's very possible to make a business doing something even when there's commodity file transfer solutions like HTTP, secure copy, FTP, et cetera. Real quickly about our protocol. The protocol, as I mentioned before, is built. It runs on top of UDP. So we don't want to leverage TCP since it has these issues that I mentioned earlier of breaking down a little bit when there's latency in the network, or packet loss, or long distance. The bars you see in yellow are the performance of TCP under increased latency and under increased packet loss. And you can kind of see a pretty significant break down as latency increases and as packet loss increases. The blue graph, the blue bar, shows the performance of the FASP protocol in the same conditions. So you can see even under large amounts of packet loss and lots of delay, our protocol can still effectively use the full bandwidth that's available to us over the internet connection. And then we have all the usual mom and apple pie things like we're secure, we're manageable, et cetera. Over time, the company has built a series of software products in a portfolio around this core protocol. So we have servers that our customers can procure to do file transfers. We have various clients, a web client. We have iOS and Android clients, et cetera that implement these protocols as well. And then web applications, systems management, synchronization, et cetera all built on top of the same framework. So that's a little bit about Aspera. OK, so I mentioned earlier we precluded our customers from running in the cloud, mostly from, I think, from a standpoint of fear and kind of a concern that we would kind of get abused from a customer running in the cloud perspective. And the biggest concern was what if the customer spins up multiple-- they're running us in one image, which might be OK. But then they say, let's just duplicate that thing. You can do that so easily in the cloud. Next thing you know, they have 50 instances running. We had a little bit of rudimentary software license protection in our product. But it was home grown. It was just enough to kind of satisfy us and keep customers from making basic mistakes about running our product. But it wasn't a real rich, fully enforcing license solution that we could count on to help us in this situation. So first of all, we had a base of infrastructure, of servers, that people wanted to run us on that was unavailable to us. That was kind of our own dictate. So we were restricting our target market. We wanted to increase it. We had customers beginning to ask us about this as well. The media and entertainment customers, in particular, were beginning to use the cloud mostly from an economic point of view. They were finding it cheaper to acquire and run their operations in the cloud. A noteworthy example that I don't know if you guys are familiar with or not-- they run like a ton of their operation in the cloud-- is Netflix. And Netflix is a big customer of ours and is using Aspera to do [? ingress ?] and egress from the cloud. So that's an example of who have been going to the cloud to kind of drive down their cost. Also that bandwidth model-- while I have to say-- and maybe we shut off the tape at this point-- but I have to say, the bandwidth model more favors us than it does our customers. The selling by bandwidth has constructed a very nice economic model for us. But customers aren't always happy about having to pay us for these licenses on a bandwidth basis. Imagine you're-- I'm not saying ESPN felt like this-- but imagine you own that 10 gigabit pipe. And you run a client server application over it. Why should that run at a restricted speed? And we'll say, well, everything runs at a restricted speed unless it's us. And we're the only ones who can help you leverage that. So you have to pay for it. But people were not always comfortable with it. Some people wanted an alternative. They wanted a usage based alternative. They felt that might be more fair to them. So that was another reason. Then another powerful reason was our company prides itself on its technology and its development prowess. And whether we deserve that or not I'm not going to say. But we work hard on this file transfer problem and solving these kind of problems. And we had come up with a way to permit very high speed access directly from the network into Amazon blob storage, Amazon's object storage, what they call the simple storage service, Amazon's S3. So we wanted to make that available to customers. And to do that, we had to terminate the solution in the cloud. So to get into S3 at high speed, we need at least one end to live in S3, right next to the S3. So we kind of had a technical reason to be in the cloud as well. A few other maybe lesser important reasons, but note worthy as well. We had customers that, especially in media and entertainment, that are very project oriented. They might spin up an effort to help dub a movie, or do sound effects, or something. These projects are short lived. Maybe they're three months. Maybe they're six months. The idea of perpetual licenses was bothersome to these kind of customers. They wanted to use our product. But buying it forever at a high speed, at a higher price really didn't make sense for them. Another one that we haven't done yet, but there's threats to do it is to support our on premise customers with this model as well. So we still sell on premise the old way we always have, bandwidth based. But now that we have the infrastructure, there's nothing at all that stops us from doing the same thing we're doing in the cloud and turning on that feature that I'll show you more about later for an on premise customer and having them pay on a usage basis as well. Finally, we really wanted to just kind of get into the usage based game. There were some of us that felt like, hey, we really need to be doing this. We need to explore usage base. We need to get in the game. We need to learn about it. We need to get our toe in the water. And also, like a number of people have mentioned, we thought maybe there was stuff we could learn from the usage once we started seeing it. And it's funny. When I show our CEO usage-- we have a pretty much small number of customers at this point using this. But it's really funny her reaction when she sees the usage. All she sees are gigabytes transferred up and down. But she gets so excited because I think it brings home to her sort of what people are using our product for. And she gets to kind of see actual data. And it really excites her. So maybe it will go from more than just exciting the CEO to helping us make decisions and whatnot. But these were some of the reasons we were interested in the cloud. So here's a little bit of history. Before 2011, actually late 2009, obviously we weren't in the cloud. We restricted our customers from running in the cloud. The only people we let use Aspera in the cloud were OEMs, or software vendors, maybe like yourself who might have cut a special deal with us. And those people were permitted to run in the cloud. In late 2009, we started selling instances of our product that were built and deployed using Amazon DevPay. I don't know if you guys are familiar with that. I'm not even sure I can do justice to explaining DevPay. But basically, we would make instances in Amazon of a Linux operating system with our software in it, et cetera. And we would tie that with an Amazon program called DevPay, like [? SignIt ?], or install DevPay's facilities kind of in that. And then customers that ran that would get our charges added to their bill. So that was kind of nice because we just get paid money from Amazon. But we had very restricted ability to do that charging. So what we did was we charged a flat rate to run the instance per month. And then we charged an uplift on Amazon's network I/O count because Amazon charges on three dimensions. They charge on CPU. They charge on I/O. And they charge on network I/O. So we said we'll uplift the network I/O figuring most of it is going to be us anyway. And customers will be able to buy and pay monthly for that product that way. And we had a fair amount of interest in that and people take that up. And that was generating anywhere from 750 to maybe three grand a month for these customers that ran that. We weren't very happy the charging on the network I/O. We wanted to charge on like our metrics. It wasn't bad. But that was what we really wanted. I have to say we did like the fact that Amazon had the billing relationship with the customer. We just got paid. That was really nice. But we also lacked some visibility to the customer, et cetera. So we're phasing that solution out as we phase our new solution in. Really kind of as an experiment earlier this year we put one of our offerings, a web product that we have called Faspex, which is like a store and forward file transfer product. So two people can collaborate using this product. So for example, Prakash could send me a package. And I could download it. So it's kind of like email paradigm, et cetera. We put that in the Amazon marketplace when Amazon marketplace first came out. So you can buy-- again, it's kind of like buying an instance of our product. You can buy that through the Amazon marketplace. With all these marketplaces, we pay a percentage to Amazon on those transactions. Again, Amazon has the billing relationship with the customer and pays us. So that's nice. But we are probably only going to use this program tactically moving forward maybe for certain special kind of programs or things like that. We really want to get 100% of the software revenue and not give that kind of cut to Amazon. I'd say that's the primary reason for that. In July of this year, we released what we call Aspera on demand version two, which is our first software offering in the cloud that is user based. And we have made a couple different products out of that technology that are all being sold on a user based model. So what you buy from us is a fixed amount of transfer. So a typical user might buy server on demand, 500 gigabytes a month, which is included, and then any over overage on that we might charge you $1 a gigabyte or something like that. We're billing now ourselves. And this is the place where we started needing like hey, we got to count usage. We got to deal with this usage problem. And it was the construction of that product that brought us into a relationship with SafeNet and us deciding to use and employ the SafeNet Sentinel cloud product. So I'll talk a little bit more about where we are at this exact point in the cloud and kind of SafeNet implementation a little bit more. Any questions so far? So with our new product we have built four products. You see three of them here. You see a transfer server, which is our server product running as an instance in Amazon. So you're buying access to an instance which you run and control. So it's not a software as a service. I actually like that. Is this SAAS? Is this IAAS? Is this PAAS? I don't know what this is. It's not SAAS. But maybe what we're selling you is our software running in an instance, which you then run and operate. So that sort of feels like platform as a service. But some people say things like Salesforce, and Heroku, and things like that are platform as a service. I don't feel like that. So I don't know what as a service it is. But basically, the customer buys the ability to run Amazon instances that run our software. So you can buy the server. You can buy that Faspex collaboration product that I mentioned earlier. And you can buy another different web app that we offer for file sharing. A little bit of a different paradigm. All these are usage based. And all of these support the ability to use, very effectively, the Amazon S3 storage on the back end. So I wanted to just highlight that real quickly because this is the technology that we had that kind of also helped drive us to the cloud. So sorry for the rather complicated picture here. But basically, if you run an Aspera server in the cloud, it's sitting, in effect, alongside S3. You can use our transfer protocol from a remote client, transfer using the FASP protocol into that server, and then do a very high speed proxying directly into S3. So we have done some testing of this, for example, using maybe standard S3 transfer clients, things like cloud barrier, things like that might do this parallel transfers to S3 to try to improve performance. And we've seen something like an eight to one difference. So something like a CloudBerry doing parallel file transfers over HTTP to S3 can get maybe 100 megabits. We have demonstrated up to 700 or 800 megabits into and out of S3 using this kind of proxy between FASP and S3 storage. We're building the same thing right now for Microsoft Azure BLOB storage. And every one of these we do is very challenging because it's kind of easy to get it working. It's hard to get it performing. But this is the technology that is in all these servers that lets them access S3 at high speed. OK, so we had to go usage based. I started thinking about maybe we should go outside to find this approach. Frankly, that was a little controversial in our company because we have a real engineering culture. I think Rob mentioned, as well, like I could use my guys to build this. And we kind of say that. But we could have made it. We actually built a proof of concept-- rails app that-- because we have a lot of rails experience. We built a rails app proof of concept, et cetera. But I was just thinking wow, we don't really want to get into operating a central service building, this thing hardening it, et cetera. Just please, no. And there's a funny story there. Our sales rep at the time sent me an email. I was not aware of SafeNet. I had not talked to SafeNet or anything. He sends me an email around 4:00 PM one day. He was out of all Baltimore, so it was one o'clock his time. I get the email. The instant I see the email, I see sentinel cloud. So clever product naming with cloud in there. I literally picked the phone up and called him back. And he was sort of like oh my God, this guy must be really pissed that I sent him this email because why else would else would somebody be calling me back that fast? But I called him back. And I said, let me ask you two questions right off the bat. And Rob, you had concern about one of these. One was you've got to be multi-platform. You can't be one of these solutions that only runs on Windows, or only runs on Linux, or only runs on Mac. It's got to be multi-platform. And please tell me that you don't require hardware, like a hardware fob or something like that. That'll just make our founder' heads explode. And he said, yeah, we're multi-platform. And no, we don't require hardware. And so off we went on a conversation. And there were obviously way more considerations than that. And I'll talk about a few of them. But that first email and phone call was pretty funny. But we wanted to be able to license by feature set. A number of these speakers have talked about-- besides counting usage, which is kind of the second item on here. But we also wanted to define our products sort of externally and let the product ask for its entitlement and features and then morph itself dynamically according to whatever comes back. And we can take that farther than we have. But that was kind of critical to us. So we wanted to tap the features from an external source. And we wanted to record usage. We also wanted the thing to be centralized. And we were going to have to run a solution in the cloud ourselves or get one from somebody that ran centrally. So we had nothing like that. We didn't even do activation for our-- we had no central service to even leverage for this. We also wanted to be able to access the system with web APIs from tooling, from our sales force, from our NetSuite, possibly from other systems that we might get that would be involved in this. So we wanted kind of like a web programming interface or a decent programming interface to help snap it together with other systems. We, at the same time, were looking at a subscription billing solution. We ended up selecting Aria for that. And so we wanted-- that kind of relates to my earlier comment-- we wanted to be able to integrate with the subscription billing system. And we wanted it to scale. We didn't want to build the infrastructure ourselves. And maybe as a dream, we wanted to be able to do a little bit of this building, letting the product manager, or people besides engineering, like construct products out of components, et cetera. We're not there. But we kind of like that model. So here's how-- now, in my presentation, you might see me refer to this a SafeNet. You might hear me refer to this as Sentinel, or SafeNet Sentinel, or SafeNet Sentinel cloud. But I believe the proper name for what we ended up using was Sentinel cloud from SafeNet. Any time I use any of those words, that's what I mean. Here's how their solution appeared to meet our needs and so far has. First of all, we wanted to be able to license by feature set. So first of all, the SafeNet product supports the ability to model products that way. Their natural interface is to model products as features with the kind of license model associated with those. So very easy to model by features. I would say that being kind of neophytes to complex software licensing-- I mean we had software licensing. We use like a signed XML license in our product. But we weren't pros from Dover when it comes to software licensing. It did take us a little while to kind of like wrap our head around entitlements, products, license models, features, et cetera from this solution. But we were able to do that. And clearly, being able to have products composed of features and being able to turn those on and off was very helpful to our cause. Obviously, the SDK supported that. And I could access those same things through their EMS system through its web interface. We wanted to be able to license by usage as well. It's straightforward to record usage with this product and again, through the SDK access usage the EMS and whatnot. The automation integration, et cetera leveraging very heavily the REST-like interface to their enterprise management system in our world. Right now, we're doing a lot of that through sort of custom Ruby scripting to tie system x to y at this juncture. So we're heavily using AMSes, APIs. And it's proven very helpful for us. Frankly, on scaling, we trusted SafeNet. We didn't really test this very much. We trusted it. We were concerned about what was cached and what wasn't. And so we looked specifically at that and kind of liked what we saw. But we trusted them to scale. And the things we're doing to communicate to SafeNet are done at sort of leisurely intervals. We were doing everything every five minutes. So it's not like we're pounding on the system or anything like that. And so far, it's been scaling fine and operating very reliably. But this is something we frankly just trusted them on. We weren't even sure how we would test this, frankly. We didn't want to build it ourselves, at least some of us didn't. They provide all the parts we needed to do this, SDKs, the back end, the EMS system, et cetera is built and run by SafeNet. And we could just use it and not have to build it ourselves. So here are our steps that we went through. We did a little bit of research on solutions. That was sort of a funny process. It kind of went like this, maybe we'll go look at FlexLM. And that was the first card we played. And then like about five people at our company raised their hand and said, no, no, no. We've used that before. Not interested. So we basically didn't look at that. We learned about Sentinel in the process. We did consider rolling around or extending the proof of concept we had done. And then we also took a look at-- I'm sorry. I don't know the name of the company. But there was another company who was out of Texas founded by the guys that wrote FlexLM. So you could call it like FlexLM done over again. And as a software guy, I'm always interested in doing it over again because if you've written software, usually the second time is a lot better than the first time. So we did talk to them. But we would have had to operate their technology in the cloud ourselves. They didn't really have a cloud story. So SafeNet was very unique and had a cloud story. We were able to try the thing very quickly and prove to ourselves that it worked. And we didn't really do a big extensive evaluation of very many other solutions. As I said, we did a little bit a proof of concept testing around the model, like writing some Java apps to just inject usage, and test for features, and that sort of thing. Again, as I mentioned earlier, we had a little trouble wrapping our head around the model, the entitlements, and the products, and features, and all that sort of stuff. But eventually, we got through that. We got some very good support help from our systems engineering team at SafeNet. Then we bought the product. We specifically procured a Sentinel cloud in the beginning of January this year. So January, 2012 we bought. We then underwent an effort to alter our products to support SafeNet. So we had to count usage where we didn't before. We had to snap SafeNet API into our product. Here we did something that many of you may or may not do if you did this. We actually implemented another layer in between our core product and SafeNet like as a little web service. We did that for two reasons. When we first started with SafeNet, they didn't have a CAPI. One finally appeared kind of in the process of us buying. But we decided we were going to stick with Java. And so we wrote a little Java sort of special purpose web service that talks JSON web service on one side and SafeNet and the other side. Frankly, we did that so that just in case stuff happens, just in case we decided the SafeNet thing wasn't going to work, we wouldn't have been using them like at the core of our products. So this abstraction gave us a little bit of defense against that. It's never been an issue. And it's actually nice having this abstraction layer now because it's very easy for us to diagnose any issues we have because it has its own separate logging and things like that. So it's been kind of handy to do that. Anyway, we had to do that. We had to interface the protocol in our product to count things. It already counted a lot of things, but counted and report in a way that we could feed it into this other application. So that involved an engineer in Europe that wrote the Java app and then some people who worked on our core product working on that part. That went pretty quickly, both parts of that. But I have to say, we kind of had fits and starts where we were working, and then we weren't working, and working, and not working. In parallel, that S3 componentry that I showed you earlier was being built. And we were putting the licensing together in that product. So those two things were happening simultaneously. We had to update our build systems to build the AMIs automatically that we were providing to our customers. I have to say, and I'll make this comment later, we built more AMIs than we needed to. We could have built one and used the feature acquisition to have the AMI take on different personalities depending on those features. But to simplify things, we made multiple AMIs. So we have four offerings in the cloud coming from three AMIs. We're going to try to push down the number of AMIs. Every AMI you make, our QA team needs to try it and run through it a little bit. So it's just overhead. We built some tools. Again, our first pass on this was the tools that were built in Ruby to create things like customers, entitlements, and contacts, and whatnot in SafeNet for when we do evaluations and when we do sales. So we use SafeNet and SafeNet entitlements four evaluations. A typical evaluation from us, we make an entitlement for the customer for 30 days. We have a culture of evals and time based evals for a long time. So Rob mentioned beginning to eval with time based evals was healthy. We had been doing that for the entirety of our company, effectively. We did some tools to do basic usage collection. I liked Rob's presentation because they tackled the whole thing at the front. They tackled Salesforce integration, financial system integration, et cetera. We are doing that now. But we have deployed SafeNet and these products even in the absence of that. So usage is collected. And we're using just tooling that periodically pulls the usage and just kind of hands it to finance sort of in a spreadsheet form. And then they do invoicing from that. We have a low enough volume that that works for us currently. But you'll see later that integrating to Salesforce, integrating to Aria, things like that is getting a lot of our attention right now. And then we released. I thin the 1st of June, we had our first customers on like a beta of this. And then on the 1st of July, we released the Aspera on demand version two AMIs and this functionality to our customer. I'm not going to belabor this. But I just wanted to give you a quick example of the kinds of ways we're using features in SafeNet. We could quibble about the naming of some of these. But let me start from the bottom because that one we can't quibble about. The bottom one is the usage features. The only usage that we report to our customers is total. But we actually count in and out separately mostly so that we can show that data to a customer to convince them that we're not just making up numbers. If we have an input inbound and outbound number that add up to the total, we thought that would be a little optically better for a customer. But the plans are just built on totals. We have a time constraint related feature. Entitlements, and products, and features, and all this other stuff in SafeNet all take time span. So you can control those things with a start date and an end date. But to simplify things, we made our own feature called Term, which has a start date and an end date, either of which we can manipulate on the fly. So if we want to stop somebody from running the software, we don't worry about revoking entitlements, or changing dates on features, or this, or that. We just do it in one place on this Term feature. So that's a very commonly used one in our case. Then at the top are the kind of features that are closely related to what everybody else has been talking about, which are features that control components or functions of the product. So do we support mobile? Do we support our Connect plug-in? Do we support the Faspex app? These are sort of big, giant yes, no knobs that control what the product's going to do and support. And then the final one, which is a little bit of an unusual one perhaps is we're using some of these features to pass things that aren't really like license items so much as they are configuration. So for example, from a legacy point of view, our licenses require a customer number in them. And this is handy for our support people so that they can-- when two Aspera customers can communicate, we see the customer number from each one. We can figure out who they are. So we put the customer number in SafeNet and feed it to our product so that it dynamically becomes associated with that customer. Same thing with bandwidth. Same thing with some other configuration parameters like max users for a certain part of the product, et cetera. Yes? Was there a-- OK, sure. Do you provide a dashboard to your customers so that they can take advantage of this data, this information that you're getting here? No, we don't. The question was do we provide a dashboard. We don't currently. But we know. We know we need to. And I don't know if we're going to give them that information out of SafeNet, or we're going to give them that information out of Aria because the usage data is duplicated over in our Aria. But we know we have to do that. Yes, that's a good question. Real quickly, here's kind of a diagram of how this looks in our software. On the left side is the componentry running in SafeNet's world in Amazon. So there's a Sentinel cloud run time running as Amazon instance. And then there's the EMS system, which applies to both the cloud product and the on premise product. And we have the product manager here somewhere I think. Hi there. So for acquisition of features, we use an API from SafeNet called Get Info. It's really as simple as that. You connect to SafeNet. You issue Get Info with an entitlement ID. And you get back the details about that entitlement by feature, their dates, whether on or off, et cetera, et cetera. And you can use that to further make determinations. This component at the top you see called ALEE, that's the Java process that we wrote to kind of like hide SafeNet from our app. So we use a simple JSON interface to talk to that. We have a component in our product running all the time called Node. And Node let's us put little like microtasks in there to do work. And one of the microtasks that's in there is something to report every five minutes usage and every five minutes query features. So if we turn a feature on or off, five minutes later our customers are able to use it without any changes to their product. And then our apps, and our clients, and whatnot, our SDK users, et cetera access through a license library something that looks a lot like our classic license. Remember I mentioned earlier we have a signed XML license representation. Basically, the license library takes the feature information that comes from SafeNet and a template sort of blank generalized license that we ship with every AMI, which is the same on every one, merges them together to form this kind of legacy artifact that our product's kind of used to seeing. Usage happens kind of in a reverse direction. The apps and clients write their usage to a key value data store that's done in a secure way, semi secure way. And every five minutes, the node process reports that to ALEE, which uses the two API calls log in and log out and the SDK to report the usage. OK, the good, the bad, challenges, issues, problems, et cetera, and a little bit about what we learned. So on the good side, the product really did what it was supposed to. It has been very reliable. Haven't really had any sort of operational issues with this product at all. As Rob pointed out, dealing with SafeNet-- and I think Dave from NetApp kind of pointed out they were a friendly company to deal with. I kind of found dealing with SafeNet to be very simple. I got great SE support, in particular. And the documentation was very strong, especially from a reference point of view. I've pointed out to product management I might like to see a little bit more like best practices and whatnot from the doc. But really good reference doc. They keep it updated. And that's been solid. Some of the issues that we had. There wasn't a CAPI. There is now. And it didn't even end up mattering because we used Java. So that's almost not fair to put that as a ding. What I call calibration of tech support. By this I mean-- I'm a software vendor. I call tech support from another software vendor. Now, maybe you guys are different and just scream at them. But I like, as a software vendor, to kind of play nicely with other software vendors support organizations. So we had a little bit of dancing around about how fast am I going to hear back from you? Can I count on you really telling this to engineering? There's a little bit of learning slash calibration there. And we got to learn how we worked and how they worked. And once that calibration was done, I've been very satisfied with support. Internationalization. I think some of this is coming in the 2.2 release that I just got on my sandbox. But there were some sort of wildly goofy restrictions on things like company names. We got a lot of company names that have umlauts and crazy characters in them, et cetera. So I was kind of stunned at some of these restrictions. But they're working to improve those. So that was a little problematic. I actually assumed from this documentation that I got that I could do full provisioning through the EMS API. And when I actually tried to provision one of my particular modeled entitlements, which had optional features, et cetera, I was unable to do certain things. So that required a conversation with engineering. But that's just become available for me. So like every challenge, they have their other side, too, which is it's an opportunity. And SafeNet responded well to that one. And then there are some strange limits on some fields. Like I don't understand fields that have limits like 10 million. I mean, I'm a programmer. So I'm used to fields having limits like 213 million whatever, 31 [? bits, ?] or things like that. So anyway, there are some strange limits that every so often I'd bump into. And I just ran into one the other day that my maximum bandwidth is 10 million. So I said, what if my maximum bandwidth is 10 million and one. And that didn't work. So we're going to have a conversation about that. But there were some odd limits. Some of our own pain and kind of what we learned. Not all of our apps are leveraging SafeNet yet for this feature determination. So we still have to ship a couple of legacy XML licenses in our product for some of our other products that we put together on the same bundle. So we need more of our products to leverage SafeNet. And we're doing that. I mentioned this before, we built more AMIs than we should have. We should have used the feature determination to build like one AMI that kind of morphs itself depending on the features that we get. And I think we did that for expediency. We had a little bit of issues with the number of moving parts we have. We have the node. We have the ALEE. We have the SafeNet environment. And when we were stopping and starting things, we had some problems. We had to go back and do a little bit of re-engineering about the stop, start process to make that work. Should have paid more attention to that up front. And I mentioned this as well. I looked at all this stock and roughly assumed I could make the entitlement the way I needed to. And then when push came to shove, I couldn't. And we had to get some help in a new version to be able to do that. Last slide. So where are we going next? I admired Rob's presentation because he's already knocked off this first one, which is integration to his back end systems. And he also mentioned he used SafeNet's consulting services, which I didn't. So maybe those are related. And I think I would almost put another lesson on there-- I think engaging with consulting might have helped me in a few areas. Understanding a model better, maybe understanding how we might interface with Salesforce better, et cetera. I might reconsider that. So more of our components to support the dynamic features from SafeNet. I mentioned we still had apps not doing this. So we need to deal with that. And we are. More cloud providers. Right now, we run only in Amazon, which happens to be where SafeNet runs. But we're going to support Azure as well. We're working on that actively. And we had a little wrinkle thrown at us recently where we're doing that kind of closely with Microsoft. And they said, if you're going to use our marketplace to buy, you need to use our metering service to meter. It was kind of ugh, oh well. Whatever you say. And then, they had a sudden change of heart about their metering services. So just last week, we decided we're switching our metering in the Azure offering over to SafeNet as well because it's simple. We know how to do it. And SafeNet hasn't yet told us that that metering service is going away. So the Azure product's going to be a little different. The Amazon product-- recall that a customer ended up buying like an instance of our product. And the Azure case, it's going to be more of a software as a service. So I'm not going to be confused about what that is. The customer is going to come in as a subscriber and buy a certain amount of transfer capability. And we're actually going to run the infrastructure. So we're moving to more of an entitlement for individual customers to do transfers in an SASS capability as opposed to like buying an instance. And that's going to be exciting. I think that's where we really need to be going. So the fourth item relates to that. We're going to be able to count not just on the whole of our product, but down at the individual user level. And finally, we're going to put a web-based storefront. The marketing organization is starting to do some user interface designs for a web-based storefront so that customers can buy this stuff from us directly. And we'll hook all that stuff up together the way Rob's organization has. You can learn more about our cloud stuff at cloud.asperasoft.com. And there's my contact information, hopefully. Did it make it? No, it didn't make it. This used to be a Keynote presentation and is now a PowerPoint presentation. So when you saw some upper and lower case finagling going on, that was happening in the conversion process. But anybody that wants to contact me, I'll provide you with a card or my email address. And I'm happy to take questions now, or in our panel session, or offline, or over email.
Chris Markle from Aspera presents "Supplementing Your Core Business With a Services-Based Product Offering" at LicensingLive! 2012 in Cupertino. Chris is Aspera's VP of Engineering Services.
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