Cloud – Dead Simple


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Stewart Townsend
Manager Startups and Emerging Markets EMEA
Sun Microsystems, Inc.

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  • Key points: Cloud is a popular current buzzword. Start-ups have cloud terminology in their business plans. All the big players in IT have a cloud program. Pretty much anything that translates to paying less for today's infrastructure is being rolled up under the banner of cloud computing. But cloud means different things to different people. Details: There are two things driving the excitement around cloud computing: 1) Controlling costs – amplified by today's economy, there is a need to get much more efficient in building next-generation data centers 2) An explosion in unstructured data – not just what we put into Oracle or MySQL, but click data, behavior data, rich data, tag data. Everything from the terabyte of pictures that go onto Facebook every day to the clickstream data on a wireless network from people who are consuming content on their phones. Unstructured data is forcing us to look at new ways of managing and deriving value from the data. Transition: Cloud computing brings a new level of efficiency to delivering IT resources on demand; and in the process it opens up new business models and market opportunities.
  • What makes it so interesting today:  businesses are looking at Amazon and Google and Yahoo and they're asking themselves -- "why, when I'm looking at what the market pricing is for basic compute and basic storage, are these web sites being able to produce such phenomenal cost savings over what I'm able to achieve in my enterprise?"  For example, how much does it take to produce one hour of computing today.  You can get that number from Amazon - it's about 10 cents per CPU hour, and it's about 15 cents to store a gigabyte of data per month.  Those prices within an IT organization are maybe 5 to 10 times that.  Which means that even enterprises now are looking at cloud computing and asking what is it that's going on in cloud computing that can apply to their own businesses.  The big thing is that it's lower in cost.  It's also allowing people to become much more agile in how they're using computing today.
  • Cost savings are a result of increased efficiencies, which has always been a feature of Web scale computing.  By getting larger in scale and leveraging technologies like virtualization, you're able to achieve a much more efficient use of computing resources.  So rather than tying a single application to a single server, using virtualization techniques you're able to use multi-tenancy, multiple applications running on the same server, and therefore you're driving down the cost of computation.  In the public cloud arena, you've also seen a change in the business model, much more towards a pay-as-you-go model.  where IT really is being delivered as a service.  Virtualization is getting tied together with delivery of services over the internet.  And instead of having a very large capital investment, people are able to pay just for the computing resources they actually need and consume.  That changes the equation between OPEX and CAPEX.  So for example, in the startup community, you're seeing that many startups are going immediately to the cloud and aren't building their own data centers.  Another area of increased efficiency is an increased level of automation, which makes for a much more developer-centric model.  Rather than needing to work through finance and IT for large procurements, developers are now able to do self provisioning of compute resources.  So if they have an idea for an application they want to spin up, they can now do that thru the web and thru the use of APIs -- which leads to much faster deployments and a much greater degree of flexibility.  Now developers can understand how their applications should perform and be able to express that thru the code they write, on demand.
  • Clouds share some key traits.  They're composed of very simple services.   Virtualized basic compute resources such as storage, compute, networking.  The cloud model makes it easier to consume these things dynamically and to automate the entire process.  Self-provisioning, the self-service model, is an integral part of cloud computing, even if self-service only is for your internal customers.  Elasticity has to do with precisely matching compute resources to the load on an application.  Pay-per-use is the preferred model in the public space for cloud computing.  And most importantly, the long term vision is that we're now exposing APIs that allow programs themselves to have access to these resources.  So you can imagine an application, sensing its own environment and that it's being overloaded, the application itself reaching out to provision new resources to load-balance that application to spread it out over a larger number of virtual resources.
  • Key points: While they share common elements, there are a variety of ways of looking at clouds. [NOTE: This is a great starting point for a customer discussion. How do they see their enterprise or their business using clouds?] Details: What are the different layers at which we might provide cloud services? What are the business models under which clouds will be operated and used? What are the different types of applications you want to put in to the cloud? Transition: Let's look at each of these elements in more detail.
  • The simplest way to look at the various layers of cloud computing is through the following three categories. 1) Infrastructure as a Service – or as some of the industry analysts are starting to refer to it, Hardware as a Service. Basic storage and compute, offered up on the network as something under programmatic provisioning and control. Amazon's EC2 and S3, Microsoft's Cloud Infrastructure Services, Rackspace's Mosso offering. Gives you the ability to provision a certain number of machine images, and a certain amount of storage, for a certain amount of time, and when you're done using them, you stop paying for them. There are very few constraints on what developers do at this layer. 2) Platform as a Service – more of a developer-targeted offering, a set of built-in services that provide a starting point for developers to deploy to. Google's App Engine, Microsoft's Azure. However, each one of these comes with a set of constraints. With Microsoft, you're writing in .Net. With App Engine, you're using Big Table and you're writing in Python. If you want to deploy C++ code on top of Oracle, you can't do it on App Engine. You may be able to build a machine image that uses those elements, and take it to an IaaS provider. But you're probably not going to do it at the platform layer. 3) Software as a Service – software, offered on the network, as a service. We've been talking about this in the industry for a long time. Applications on demand, like, or Google Docs online, where essentially what you're worrying about is the user interface and SLA. [NOTE: What's important here is to identify the layer of abstraction our customers want to get to. Is it to run anything in the cloud? To run a developer-specific set of services? Or to go consume an end point? An ISV will be most interested in how they become a SaaS provider. A customer in the cloud on-ramp space (load balancing, for example) may be interested in how they become a PaaS provider. And a lot of our enterprise customers, and SMBs are interested in simply consuming IaaS.]
  • In addition to the 3 different lsyers of clouds, there are 3 different business models. Public Cloud – Think Amazon. You don't know who else is on the server, the disk or the network with you. It's a hotel – you don't know who was in the room before you. You don't know who's next door to you. You have to live with it. Advantage – tends to be lower cost. You don't have to worry about it. You don't see what's happening beneath the layer of abstraction provided. Targets developers, startups, media & SaaS companies needing to serve consumers & businesses. Startups + Social network application developers + Enterprises trying to experiment with disruptive ideas + Niche players. Run by third parties, many customers, apps may be mixed together. Potential for the highest scale and efficiency. The least guarantees. Private Cloud – you own everything. Think of it as a data center you have built to a set of cloud standards.You're applying cloud computing principles to your own data center. Of interest to Enterprises and large organizations wanting to service their customers, shape costs and smooth demand. Can make more performance guarantees, but may leave efficiency on the table. Companies looking to shape cost structure, gain control over deployment practices as an option. You own the server, network and disk and decide who gets to run on it with you. You have full control. [NOTE: A lot of our enterprise customers today aren't willing to deal with the regulatory, security, latency, or data transit issues they perceive with public clouds. What they like is the IT agility, the deployment and developer advantages of running their own private cloud.] Hybrid Models – you own some, you use some. A great example of this is SmugMug. They own the front-end. Account creation, billing, decoration, SLAs. Everything you see when you go to But when it comes to removing red eye, converting video, or storing images, that happens in a public cloud (Amazon EC2 and S3). Being able to use the cloud services means they aren't running an enormously large storage farm. But running their own data center allows them to have very fine-grained control over what the user experience is, and to maintain better control over things they believe must remain secure – eg. user information, URLs for private galleries. Transition: Finally, in terms of differentiating clouds, we can look at which applications they are intended for.
  • Another dimension is that there will be many clouds, provided by different service providers, to meet different business needs.  We can think about this in terms of different application areas. Web : Wants the best throughput at the lowest cost HPC and Analytics : Wants maximum performance. Fewer requirements around security and privacy. More around scale and elasticity. Regulated Applications : Medical and financial applications will come with a set of requirements security and privacy requirements – HPPA. SEC requirements, etc.   This leads to a range of clouds that will exist in the marketplace and Sun is looking to be a player in all of these.
  • Key points: Suddenly, everyone is talking about cloud computing. At Sun, we've been focused on Network Computing for over 20 years. Sun's vision is as true as it has ever been. If you don't have to know where things are on the network, and you have some trust in the people operating the components to meet your SLAs, then you can gain a much higher degree of flexibility and autonomy over how you're consuming those services by leveraging the cloud. Details: A revolution is sweeping the world fueled by Internet access. Cloud computing. In many ways, Cloud computing is a simply a metaphor for the Internet, the increasing movement of compute and data resources into the Web. But, there is a difference, cloud computing represents a new tipping point for the value of network computing. It delivers higher efficiency, massive scalability, and faster, easier software development. It's about new programming models, new IT infrastructure and the resulting enablement of new business models. Our vision 'The Network is the Computer' inspired us to build the open computing infrastructures for over 20 years. Cloud computing is the latest evolution.
  • As an example of partnering, where we will be hosting our first cloud is at a facility called SuperNap in Las Vegas.  This is a very large, state-of-the-art, modern, high-security data center that is build specifically for the purpose of housing web scale infrastructure.    
  • This changes the relationship of an IT department to its developers, and that's part of a long-term shift.  Since we're providing developers with self-serve capabilities, the relationship between IT and development shifts.   Cloud computing provides a way to deploy and access everything from single systems up to massive amounts of IT resources, on demand, in real time, at an affordable cost. It makes massive amounts of compute and storage capabilities available to anyone with a credit card. And since the best cloud strategies build on concepts and tools that developers already know, clouds also have the potential to redefine the relationship between IT and the developers and business units who depend on IT. Developers always want access to the next greatest thing. They want the latest rev of the application. They want to integrate it with the latest stack of middleware. They only want to pay for what they need. They want to very quickly be able to provision the right number of instances of what they want. And generally, they're confused – bordering on angry – with the IT deplartment for not being able to give that to them quickly. Deployers – on the IT department side, every new variation costs them money, coarse-grained provisioning (a dedicated server per application instance) also is expensive, and they're bound by regulatory, security, audit control, access control issues. They can't just transfer everything to a public cloud or an unregulated environment. One of the major things that has changed this relationship is the idea of virtualization – being able to package up an application as a machine image and to then hand off the machine image to someone for deployment. Where the machine image is self-contained -- It has the patches, middleware, application instances, and you can spin up as many instances as you need. Cloud computing is gaining traction because it has made life simpler, and has removed some of the tension in the dynamic between developers and deployers.
  • What is Sun's strategy in going after this area?  One, developing core technologies for building both public and private clouds.  Two, offering a public cloud for the developer community.  So developers on Sun technology will be able to come in and develop their applications in the public arena. Three,  working with SPs and enterprises to build their own clouds.  We're a firm believer in open standards to win in this space.  So we're looking to push our APIs and other technologies developed in the cloud into the open arena. Lastly, fostering an ecosystem of partners, developers and others, because cloud computing can be successful only if you can leverage maximum reuse of others technologies and components.
  • Cloud – Dead Simple

    1. 1. Cloud – Dead Simple Stewart Townsend Manager Startups and Emerging Markets EMEA Sun Microsystems, Inc.
    2. 2. <ul><li>Cloud Computing and all those other lovely words... </li></ul>
    3. 3. Everyone is Talking About Clouds Database as a Service Utility Computing Virtualization Application Hosting Infrastructure as a Service Grid Computing Platform as a Service Storage as a Service Software as a Service
    4. 4. What’s Driving Interest in Clouds Lower Costs Business Agility
    5. 5. Efficiency Pay As-You-Go Op-ex vs. Cap-ex SLA Virtualization Rapid, Self Provisioning Faster Deployment API-Driven Standard Services Elastic On-Demand Multi-Tenant Economics Developer Centric Flexibility
    6. 6. <ul><li>Faster time-to-market </li></ul><ul><li>Reduction of custom software </li></ul><ul><li>Pay only for what you use </li></ul><ul><li>Grow infrastructure with business </li></ul>Faster time-to-market Reduction of custom software Pay only for what you use Grow infrastructure with business One Service Fits All Virtualized Physical Resources Self Provisioning Elasticity Pay per Use Programmatic Control
    7. 7. <ul><li>Layers </li></ul><ul><li>Public vs Private Clouds </li></ul><ul><li>Application Domains </li></ul>BUT clouds can also be quite different
    8. 8. <ul><li>Faster time-to-market </li></ul><ul><li>Reduction of custom software </li></ul><ul><li>Pay only for what you use </li></ul><ul><li>Grow infrastructure with business </li></ul>Faster time-to-market Reduction of custom software Pay only for what you use Grow infrastructure with business Applications offered on-demand over the network ( Basic storage and compute capabilities offered as a service (Amazon web services) Developer platform with built-in services (Google App Engine) Infrastructure as a Service Platform as a Service Software as a Service
    9. 9. Public vs. Private Clouds Public Private Mixed Pay as you go, multi-tenant applications and services Cloud computing model run within a company's own datacenter Mixed usage of public and private clouds according to application
    10. 10. <ul><li>Faster time-to-market </li></ul><ul><li>Reduction of custom software </li></ul><ul><li>Pay only for what you use </li></ul><ul><li>Grow infrastructure with business </li></ul>Faster time-to-market Reduction of custom software Pay only for what you use Grow infrastructure with business Domains Drive Differences in Hardware and Software Architecture HPC Medical Intelligence Finance Analytics Web
    11. 11. Adding It All Up Many clouds catering to different needs
    12. 12. Sun’s Vision Since 1984 THE NETWORK is the Computer
    13. 13. A Peek Behind the Sun Cloud Products and Technologies Expertise and Services Open Communities Partners Sun xVM Q-layer
    14. 14. Sun’s Computing Cloud Hosted at SuperNAP, Las Vegas <ul><li>State of the art facility (Switch) </li></ul><ul><ul><li>1500 watts per sq ft density </li></ul></ul><ul><ul><li>146 MVA generator capacity </li></ul></ul><ul><ul><li>100% heat containment </li></ul></ul><ul><ul><li>7000+ cabinets </li></ul></ul><ul><ul><li>24/7/365 security </li></ul></ul><ul><li>Second to none connectivity </li></ul><ul><ul><li>26 national carriers are physically on-net within the data center </li></ul></ul>
    15. 15. <ul><li>Faster time-to-market </li></ul><ul><li>Reduction of custom software </li></ul><ul><li>Pay only for what you use </li></ul><ul><li>Grow infrastructure with business </li></ul>Faster time-to-market Reduction of custom software Pay only for what you use Grow infrastructure with business Cloud Feature Resulting Benefit Developers Deployers Why won’t IT support this? Why can’t I use the versions I want? Why can’t I get better availability? How can I pay only for what I need? How quickly can I get more servers? Why do we have so many versions of every package? Where can I cut costs? How can I do finer grain provisioning? Where do we enforce security, regulation and audit?
    16. 16. Sun’s Strategy Develop the core technologies for Sun's Open Cloud Platform Offer Services through Sun's public cloud service – the Sun Cloud Work with service providers and enterprises to build their own clouds Develop open standards Build partnerships and communities
    17. 17. [email_address] @stewarttownsend Simple isnt it !!!!!