Engine Yard is flexing its marketing muscle by promising the launch of a new modular architecture for its Engine Yard Cloud PaaS is the first step in a transformation of how developers and ISVs plan, build, deploy and manage applications.

The new hyped architecture provides developers with customized and scalable options so they can choose from a menu of components and services, or incorporate their own. Designed to be flexible and modular, the architecture will enable developers to choose their preferred IaaS providers; the languages and operating systems they use; whether to deploy on a public, private or hybrid cloud; and several other options.

The idea is to enable more automation in application development and deployment. If successful, the modular approach Engine Yard is taking could save cloud developers a lot of time and enable faster time to market.

“These enhancements will speed the pace of innovation by empowering developers to create applications faster and more easily than ever before, and they benefit from our deep operational expertise in running large-scale, professional apps,” said Bill Platt, senior vice president of Operations at Engine Yard, in a prepared statement.

Some of the highlights of new capabilities in Engine Yard Cloud thanks to this new developer architecture include:

Engine Yard has been focused on helping developers build and deploy their applications. The company made announcements in November that were meant to help developers and ISVs accelerate cloud application development.