Masergy Communications, the cloud and security provider, is launching a network functions virtualization deployment platform for enterprise customers, comparing the novel business model to a mobile app store.

Called Virtual f(n), the new NFV shop launches on Wednesday, with initial offerings that include Brocade virtual routers and Fortinet firewalls. Additional services such as session border controllers and WAN accelerators are slated to be added. Customers can purchase and deploy the virtual network functions through Masergy's online portal.

Though HP has been tinkering with a similar concept for service providers, Virtual f(n) may be the first such "NFV app store" targeting company IT departments.

"They're right where the industry is going," says analyst Jim Metzler of Ashton Metzler & Associates. Masergy "just happened to get there first," he adds.

The market for NFV is projected to grow from under $5 billion in 2015 to $32 billion in 2020, according to a research report from SDxCentral.

Ease and speed of NFV deployment have been seen as impediments to the technology's growth in the enterprise, a challenge Masergy hopes to capitalize on.