It is similar to recommendations, and upselling processes, but with the integration required to bring these new products and services. The service provider doesn't own these products and services. They have to integrate some third party logistics, or they have to integrate to a new cloud vendor, or new software as a service vendor. The complexity is, doing that, bringing that on, and setting up the price structure, which traditionally has taken anywhere from two weeks to two months. In the new digital marketplace offering, it's a matter of two minutes, because it's already pre-integrated. Not only are the services flexible the scale is too. It's on demand. Say you have a thousand seats, you downsize, you go to 800. It's elastic. Just as you look at all services today, whether it's bandwidth on demand, or utilities. You pay for as much as you use.
Today, the biggest offering, or the biggest expansion in products and capabilities, are cloud stack products such as Microsoft Flow, Microsoft data protection, Microsoft alarming and other computing environments on Azure. Adding them to the platform is just a matter of a needs analysis in terms of what your customers have today, recommending what fits the customer need, and simply onboarding a product. The vendor selects the price to monetize that product as it becomes available.
The API integration that's required for it, and involved in it, and the billing structure, and the settlement is all pre-done. True marketplace vendors, such as ourselves, like Google, and others, have those products pre-built. We have those integration adopters pre-done. As a result the cost of our marketplace is a fraction of the cost than any other marketplace. The time to market of our marketplace is 99% faster than any other marketplace. Our digital disruption is a true differentiator in terms of go to market strategy, and it gives flexibility to offer bundles where each element isn’t necessarily the cheapest but there is a value in the aggregation. But aggregation doesn't mean you're locked in. Aggregation means that you actually have better buying power.
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