HP Euro Cloud28+ app store open for biz, 'get yer infra-as-service ere'

Branding nightmare if UK actually withdraws from EU

HP Enterprise Hewlett Packard Enterprise has cut the ribbons on its EU-wide tech-as-a-service market stall Cloud28+ - let’s hope the UK doesn’t vote to pull itself out of the union, necessitating a name change.

The beta version of the catalogue or enterprise app store was tested in October ahead of today’s full blown commercial release, which includes 680 Infrastructure, Platform and Software services, from 150 companies keen to tout their wares.

The wonderfully named Xavier Poisson Gouyou Beauchamps, Hybrid IT veep for EMEA, decided not to steer clear of marketing bluster, describing the launch as an “important milestone on the journey to a European Digital Single Market”.

The idea is to let prospective punters search for cloud services based on their business need, and for specific data centre locations/ providers to maintain compliance with local laws.

Data sovereignty seems to be a much bigger issue in mainland Europe than in the UK, save for some specific vertical sectors here, so HPE is trying to nurture services that overcome those concerns.

IBM has already launched something similar, albeit on a more local basis, and EMC told us this week it is also planing to roll out its own marketplace in the not-too-distant future.

Cloud28 customers will be able to compare cloud services based on functional and non-functional criteria, including price SLAs and certification levels.

Beauchamps previously told us the concept is to let ISVs, resellers, integrators, cloud service providers, and other vendors sell their stuff via the app store. BT Services IT, and HP house OCSL are already members.

HPE had wanted to get 1,000 customers on board within six months of launch but the company revealed today that 1,000 have already pre-registered - perhaps a suspiciously round number.

EMC UK channel boss Kevin Sparks told us yesterday that it too is developing a mechanism to match make services between cloud service providers and channel partners that is arriving “imminently”.

He said the plan is to also involve tech distributors so they can package the services as they would any product SKU and manage the billing. ®

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