Cloud service brokerage: Exploring characteristics and benefits of B2B cloud marketplaces

With the increasing popularity of cloud computing, a new technology and business model called cloud service brokerage (CSB) is emerging. CSB is, in essence, a middleman in the cloud-computing supply chain to connect prospective cloud buyers with suitable service providers. This chapter focuses on a type of CSB, B2B cloud marketplaces. Recently, this type of marketplace has evolved into two broad categories—business application marketplaces and API marketplaces. This chapter reviews the characteristics of B2B cloud marketplaces, and their benefits, which include ease-of-use and ease-of-integration, enhanced security, increased manageability, faster implementation, and cost reduction. The chapter concludes with two mini-case studies, on Salesforce AppExchange and RapidAPI, to illustrate how firms could use B2B cloud marketplaces to generate, capture and measure business value