1. Right now we are working on a revenue sharing basis with the start ups that sign up as ecosystem partners (they also have access to more capabilities). http://techcrunch.com/2014/10/07/ibm-sees-salvation-in-watso... has a few examples of these start ups and you can sign up here: http://www.ibm.com/smarterplanet/us/en/ibmwatson/ecosystem.h.... We will likely come up with a pay-per-call model that's compelling for start ups as well.
2. BlueMix is the IBM PaaS - it has a lot of powerful services beyond Watson - http://bluemix.net. It allows you to create and deploy apps in the cloud.