iTricity Group
iTricity Technology
                          iTricity Group
iTricity Services
iTricity Centers
iTricity So...
IT as electricity
Compliant Cloud Computing
            for
  Enterprise Customers




Power by the Hour
                 ...
Our Offerings


                             Advise and training for implementation of cloud
                    advice   ...
Providing “IT as electricity”

Customerbase

   Enterprise customers         (IT departments)
   SMB market               ...
Cloud Computing Center using IBM Blue Cloud Technology™




                                                              ...
iTricity Pricing Model

   A        Project cost
           Based on environment

   B        Subscription / fixed fee (sm...
Fluctuating IT needs



            Loss of Value                    Loss of Revenue




          €                      ...
iTricity - “IT as electricity”



Cloud Subscription                                  Usage Based Billing
License (12-60 m...
Essentials of Cloud Computing


       Traditional                          Provisioning

     Project 1    Project 2     ...
Essentials of Cloud Computing


               Provisioning                                      Cloud

                  ...
Essentials of Cloud Computing

                                                      managed
                   Cloud     ...
Cloud Computing Architecture




                                 Identity
                                FW / LB
       ...
Building an iTricity Cloud Computing Environment

Basic Contract
    Cloud Datacenter Node™           Basic Cloud Capacity...
IBM Cloud Provisioning




                         Date : 24-Feb-10
                                Page : 14
iTricity Cloud Computing (Datacenter Node)

 Customer                                                                     ...
iTricity Cloud Computing (Satellite Node)

 Customer                                                                      ...
iTricity Cloud Bridge™ (Hybrid Configuration)

     Traditional                                                           ...
iTricity Cloud Hypervisor™ (Virtualizing the cloud)

     Customer premises or                                            ...
iTricity Cloud Trader™ (Sharing the Cloud)
                                                                               ...
Cloud Cell on customer premise

                                                                         Network System   ...
Cloud Cells vs Traditional Racks

                                                                                        ...
Public Cloud Computing (tuned for special purposes)

                                 Storage
                            ...
Compliant Cloud Computing (managed under special regulations)

                                                BASEL-II
  ...
Private Cloud Computing (isolated for special customers)

                                               Customer
        ...
Billing Models

Credit Card Payment / P-PAL for OnDemand Users - consumer market
    Tier 1 designs only
    Simple purcha...
Customer Case 1 : Sportlink / KNVB

Profile
   Servicing 7500 sportclubs, 4 sportbonden (tennisbond, voetbalbond en judobo...
SaaS solutions for ISV’s


           IDENTITY MANAGEMENT

                                    iTricity
               VPN...
Reservation Models / Power by the Hour

   Fixed amount per reservation,
    – “I need 6 x Compute Instances for the next ...
iTricity Cloud Center : ParcCenters®



                                                                     Outside world...
Date : 24-Feb-10
       Page : 30
ParcCenter® = 4th Utility Center


                                                     Building   Building
              ...
4 x Utilities


                    E     kWh
  EE
                          kWh – nonstop

                    W     Wate...
Schematic Design

To Parc




                    Date : 24-Feb-10
                           Page : 33
ParcCenter® Characteristics


                                                  Koelwand                                  ...
ParcCenter® characteristics


Per DataCenter
    3 floors a 456 m2 / total floor : 1.500m2
    9MVA Datacenter
    215 rac...
Providing Multi-Tier Power

                                                                                              ...
iTricity Virtual Datacenter

              client




                                   VIRTUAL OPERATION
               ...
iTricity ParcCenters®




                        Search
                        Research
                        Planning...
Virtual Datacenter/Network Operations


                                                      Operations
                 ...
MPLS based infrastructure

                       Global Crossing



                                Global Switch        ...
Thank you for your attention




            R.E. Rosier
      Chief Executive Officer


              iTricity
          ...
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W:\Expertmeetings\Aankomende Bm\Ibm Webpshere Event 11 Feb 2010\Correspondentie\I Tricity Sales Presentatie

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W:\Expertmeetings\Aankomende Bm\Ibm Webpshere Event 11 Feb 2010\Correspondentie\I Tricity Sales Presentatie

  1. 1. iTricity Group iTricity Technology iTricity Group iTricity Services iTricity Centers iTricity Solutions Software as a Service iTricity Infrastructure Managed Operations Cloud Technology Datacenters V8.2 – Nov’09
  2. 2. IT as electricity Compliant Cloud Computing for Enterprise Customers Power by the Hour Date : 24-Feb-10 Page : 2
  3. 3. Our Offerings Advise and training for implementation of cloud advice computing services / Cloud Scourcing centers datacenter- and network services technology Cloud Computing technology servers, storage, networks, etc Management Services, availability, security, compliance, services continuity, performance and capacity management solutions Application Management based on pay-per-use (SaaS) finance (re) financing, purchase, brokerage Date : 24-Feb-10 Page : 3
  4. 4. Providing “IT as electricity” Customerbase Enterprise customers (IT departments) SMB market (IT departments combined with xSP / ISV) System Integrators (SI) Service Providers (xSP) Software Resellers (ISV) Advantages for our customers Dynamic growth of IT supply in line with business demands Public Clouds Shared environment with standard SLA Private Clouds Infrastructure within the security boundaries of the customers implemented on own environment Compliant Clouds Highly Secured dynamic infrastructure with 24x7 service organization specialized in compliance offerings Date : 24-Feb-10 Page : 4
  5. 5. Cloud Computing Center using IBM Blue Cloud Technology™ UK Hursley Netherlands US Amsterdam China Beijing Korea Seattle Ireland Seoul Dublin US US Silicon Valley Atlanta China Wuxi India Bangalore Brazil São Paulo Hanoi Vietnam South Africa Johannesburg IBM Cloud Centers iTricity Centers, using IBM Blue Cloud technology Date : 24-Feb-10 Page : 5
  6. 6. iTricity Pricing Model A Project cost Based on environment B Subscription / fixed fee (small / medium / large customers) Based on availability, security, continuity requirements C Unit Price based on Usage, period of agreement and (system) management intensity 24 months 12 months 36 months 48 months 60 months 6 months 1 month 3 month 1 week 1 day Based on length of the agreement 0% -40% +10% +20% -35% +30% -30% +40% -20% +50% -10% Date : 24-Feb-10 Page : 6
  7. 7. Fluctuating IT needs Loss of Value Loss of Revenue € under under dimensioned dimensioned Over Over dimensioned dimensioned YOUR INFRASTRUCTURE Business Capacity Required Capacity Date : 24-Feb-10 Page : 7
  8. 8. iTricity - “IT as electricity” Cloud Subscription Usage Based Billing License (12-60 months) (day, week, month) • security management • capacity management • availability management • performance management • continuity management Cloud • accessibility • compliance Cloud Usage Design Profile pay per cloud instance pay per Gb storage fixed monthly fee pay per Mbs € € Date : 24-Feb-10 Page : 8
  9. 9. Essentials of Cloud Computing Traditional Provisioning Project 1 Project 2 Project 2 Project 1 Project 3 Project 4 Project 3 Project 4 Provisioning Date : 24-Feb-10 Page : 9
  10. 10. Essentials of Cloud Computing Provisioning Cloud Project 2 Project 2 Project 1 Project 1 Project 3 Project 3 Project 4 Project 4 Provisioning Provisioning Network Connected Date : 24-Feb-10 Page : 10
  11. 11. Essentials of Cloud Computing managed Cloud Customer metering Project 2 billing Project 1 Project 3 OPEX Project 4 central DC DR Private / Public Provisioning Security Network Up / Down Connected PPU Date : 24-Feb-10 Page : 11
  12. 12. Cloud Computing Architecture Identity FW / LB Policies Applications Servers Storage Networks Datacenters DR Archives Date : 24-Feb-10 Page : 12
  13. 13. Building an iTricity Cloud Computing Environment Basic Contract Cloud Datacenter Node™ Basic Cloud Capacity On Site infrastructure Cloud Satellite™ On Site Cloud Infrastructure Connection infrastructure Cloud Bridge™ Connection with existing compute environment Date : 24-Feb-10 Page : 13
  14. 14. IBM Cloud Provisioning Date : 24-Feb-10 Page : 14
  15. 15. iTricity Cloud Computing (Datacenter Node) Customer Central Premises Datacenter network @ customer iTricity Resource VPN network >> >> >> >> >> >> > >>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>> network network network BLADES BLADES BLADES Status : STORAGE STORAGE STORAGE ACTIVE PIEK PASSIVE DR Date : 24-Feb-10 Page : 15
  16. 16. iTricity Cloud Computing (Satellite Node) Customer Central Premises Datacenter network @ customer BLADES iTricity Resource STORAGE VPN network >> >> >> >> >> >> > >>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>> network network network BLADES BLADES BLADES Status : @ STORAGE STORAGE STORAGE ACTIVE PIEK PASSIVE DR Date : 24-Feb-10 Page : 16
  17. 17. iTricity Cloud Bridge™ (Hybrid Configuration) Traditional Central Infrastructure Datacenter fw network iTricity Resource MPLS network STORAGE STORAGE >>>>>>>>> >>>>>>>>> network network network OnDemand Provisioning BLADES BLADES BLADES Portal Billing >>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>> STORAGE STORAGE STORAGE Cloud Computing Date : 24-Feb-10 Page : 17
  18. 18. iTricity Cloud Hypervisor™ (Virtualizing the cloud) Customer premises or Central datacenter Datacenter fw network load iTricity Resource MPLS network STORAGE STORAGE >>>>>>>>> >>>>>>>>> network network network OnDemand Provisioning BLADES BLADES BLADES Portal Billing >>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>> STORAGE STORAGE STORAGE Cloud Computing Date : 24-Feb-10 Page : 18
  19. 19. iTricity Cloud Trader™ (Sharing the Cloud) Central Customer customer Datacenter premises Other users IT TRADING <<< €0.20 pull fw network €0.10 push >>> iTricity Resource VPN network STORAGE STORAGE >>>>>>>>> >>>>>>>>> network network network OnDemand Provisioning BLADES BLADES BLADES Portal Billing >>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>> STORAGE STORAGE STORAGE Cloud Computing Date : 24-Feb-10 Page : 19
  20. 20. Cloud Cell on customer premise Network System Virtualisation / Hypervisors - MPLS - VMware / ESX - LAN - Microsoft Hyper-V - Management - Xen Virtualization - Firewalls - IBM Hypervisor (VIO) - Load balancers Operating Systems - Windows, Linux, AIX Internal and External Network Blades / Server System - Virtual Firewall / Virtual LANs / Load Balancing BladeCenter - MPLS Routing capabilities - H-chassis - P-blades (power6) IBM Cloud Computing - X-blades (x86/AMD) 1 2 3 4 5 6 7 8 9 10 11 12 13 14 - Tivoli Provisioning Manager - Tivoli Monitoring & Resource Management - Tivoli Service Automation Management (TSAM) Storage System IBM Blade Systems / System Modular - Single or Dual Head - AIX P-blades / Intel / AMD blades - NAS or SAN - FC / SAS / SATA IBM N-series Storage - 7 layer Multi Tier storage based on OnTap - iSCSI, NFS, FCP - FC / SAS / SATA Disk Technology - SnapMirror, SnapVault, SnapLock, SnapClone Date : 24-Feb-10 Page : 20
  21. 21. Cloud Cells vs Traditional Racks • Prewired • IT Resources have a logical function • Higher Density B a deC enter l B l deC enter a • Easy to free up unused resources 1 2 3 4 5 6 7 8 9 10 11 12 13 14 1 2 3 4 5 6 7 8 9 10 11 12 13 14 • More complex software • Less complex cabling • More complex if malfunctioning 7 F 2 7 F 2 72F 7F 2 7 F 2 7 F 2 72F 7 F 2 7 F 2 72F 7F 2 7 F 2 72F 7F 2 7 F 2 7 F 2 72F 7F 2 7 F 2 7 F 2 72F 7 F 2 7 F 2 72F 7F 2 7 F 2 72F 7F 2 Virtual Circuits • Less space • Wired for special purpose • IT Resources have a specific function • Lower Density • Difficult to free up unused resources • Less complex software • More complex cabling Physical Circuits • More space Date : 24-Feb-10 Page : 21
  22. 22. Public Cloud Computing (tuned for special purposes) Storage Storage WebHosting WebHosting Cloud Cloud Cloud Cloud Development Development Calculation Calculation Cloud Cloud Cloud Cloud “IBM’s Blue Gene “IBM’s Blue Gene Computing” Computing” Testing Testing Cloud Cloud Transaction Transaction Cloud Cloud SOC NOC OCC Intrusion Security Applications Delivery 24x7 Service Desk Compliance Network Load balancing Performance Identity Firewalls Availability Date : 24-Feb-10 Page : 22
  23. 23. Compliant Cloud Computing (managed under special regulations) BASEL-II BASEL-II SOX SOX Health Health Care Care BASEL-II BASEL-II ISO27001 ISO27001 Risk profile Cobit Controls SOC NOC OCC Control Objective Based Operations Intrusion Security Applications Delivery 24x7 Service Desk Compliance Network Load balancing Performance reporting Identity Firewalls Availability Date : 24-Feb-10 Page : 23
  24. 24. Private Cloud Computing (isolated for special customers) Customer Customer Internal 33 Internal Customer Customer Customer Customer 44 22 Internal Internal Customer Customer Customer Customer 55 11 SOC NOC OCC Intrusion Security Applications Delivery 24x7 Service Desk Compliance Network Load balancing Performance Identity Firewalls Availability Date : 24-Feb-10 Page : 24
  25. 25. Billing Models Credit Card Payment / P-PAL for OnDemand Users - consumer market Tier 1 designs only Simple purchase of capacity (CPU hour, Storage and GB) Contract ends after return of virtual machines Client Subscription Agreement – corporate market Client Subscription - Monthly Payment Power by the hour - Payment based on usage type of Cloud Instance Company Cloud Agreement Resource Cell on customer premises, connected Cloud Resource Network IT Department can allocate Compute Instances to internal department Payment on basis of actual usage of the cell Date : 24-Feb-10 Page : 25
  26. 26. Customer Case 1 : Sportlink / KNVB Profile Servicing 7500 sportclubs, 4 sportbonden (tennisbond, voetbalbond en judobond) Requirements Seasonal Capacity (summer, winter, spring) 70%-80% more Weekend Capacity (Friday-Sunday) 90% more Rapid expansion of new members Undefined Expectation of future growth Digital Contest Form for all sportclubs >>>>>>>>> network network Offered Solution BLADES BLADES Fixed baseline in Active Active Mode Upscale Capacity On Demand STORAGE STORAGE Sync Storage in 2 datacenters Date : 24-Feb-10 Page : 26
  27. 27. SaaS solutions for ISV’s IDENTITY MANAGEMENT iTricity VPN / @ ACCESS + ISV : APPLICATIONS Software Integration Software Maintenance MIDDLEWARE + + + as Helpdesk a Support METERING FINANCING BILLING Service MANAGED SERVICES iTricity (CLOUD) INFRASTRUCTURE DATACENTERS NETWORK BACKBONE Date : 24-Feb-10 Page : 27
  28. 28. Reservation Models / Power by the Hour Fixed amount per reservation, – “I need 6 x Compute Instances for the next 6 months” Schedule Based via IT Resource Planning Tool – “I need every last week op the month 30% more compute power to run my payroll system” Resource Based (>80% CPU load > 5 min : >> provision) – “if for the last 5 minutes, the CPU is more than 80% busy, please add 30% more capacity” Hypervisor Based – “Please find free compute capability to run this task on another Cloud System” Trader Based – “If the capacity on our private cloud is unused, please trade this capacity of €0,10 per Compute Instance” Date : 24-Feb-10 Page : 28
  29. 29. iTricity Cloud Center : ParcCenters® Outside world ss ce d ac lle n tro co Base plate Date : 24-Feb-10 Page : 29
  30. 30. Date : 24-Feb-10 Page : 30
  31. 31. ParcCenter® = 4th Utility Center Building Building EE Electricity A N EE EE WWWW Water WW W W WW W W G G G Gas I I I I I IT WW WW Date : 24-Feb-10 Page : 31
  32. 32. 4 x Utilities E kWh EE kWh – nonstop W Water – Consumption WWWW W Water – Cold Water – Hot Water – Gray Water – Used G Gas Gas for boilers IT Data I I I Voice Video Date : 24-Feb-10 Page : 32
  33. 33. Schematic Design To Parc Date : 24-Feb-10 Page : 33
  34. 34. ParcCenter® Characteristics Koelwand Koelwand Breedte: 35*0.4=14m trace van buiten 2x12A 3x64A 3x64A 3x64A 3x64A 3x64A 3x64A 2,7KW 14,7KW IS R A CORE =tracee van buiten Koelwand Koelwand section A B C D E F Date : 24-Feb-10 Page : 34
  35. 35. ParcCenter® characteristics Per DataCenter 3 floors a 456 m2 / total floor : 1.500m2 9MVA Datacenter 215 racks per floor / 645 total per datacenter ~ 12.3kVA / rack Multi-Tier Center (Tier 0,1,2,3+,4) Per rack (max 14,5kW) virtualised MPLS based network 4 BladeCenters per rack 56 server / 448 cores 8 Shelves + storage cluster per rack 33Tb gross FC storage 224Tb gross SATA storage Date : 24-Feb-10 Page : 35
  36. 36. Providing Multi-Tier Power busbars Tier Classification Tier 0 : PC1[C] A B Tier 1 : PC1[B] C Tier 2 : PC1[A] Tier 3+ : PC1[A+B] Max 3 x 64A per rack Tier 4 : PC1[B]+PC2[B] Tier 4+ : PC1[A]+PC2[A] Power Schemes PC1[A] : UPS+NSA (N+1) Blad eCe nte r Blad eCe nte r Blad eCe nte r Blad eCe nte r Blad eCe nte r 1 2 3 4 5 6 7 8 9 10 11 12 13 14 1 2 3 4 5 6 7 8 9 10 11 12 13 14 1 2 3 4 5 6 7 8 9 10 11 12 13 14 1 2 3 4 5 6 7 8 9 10 11 12 13 14 1 2 3 4 5 6 7 8 9 10 11 12 13 14 PC1[B] : UPS+NSA (N) PC1[C] : Direct Feed NB. PC = ParcCenter Date : 24-Feb-10 Page : 36
  37. 37. iTricity Virtual Datacenter client VIRTUAL OPERATION AT TWO OR MORE DATA CENTRES Max 50 KM Active Mode Sleep Mode UPS UPS = = 30 sec 30 sec network FIBRE CONNECTION network storage storage Date : 24-Feb-10 Page : 37
  38. 38. iTricity ParcCenters® Search Research Planning phase Preparation / Build phase Date : 24-Feb-10 Page : 38
  39. 39. Virtual Datacenter/Network Operations Operations Control Center Netherlands Oude Meer Frankfurt Amsterdam Schipholrijk Amsterdam Customer (KPN) (Telecity) Global Crossing (InterXion) (euNetworks) Premisses Haarlem Amsterdam Amsterdam (KPN) (Telecity) Global Switch Date : 24-Feb-10 Page : 39
  40. 40. MPLS based infrastructure Global Crossing Global Switch euNetworks KPN Haarlem AMS-IX TeleCity Frankfurt TeleCity KPN customer Oude Meer premises KPN Aalsmeer MPLS fiberring Date : 24-Feb-10 Page : 40
  41. 41. Thank you for your attention R.E. Rosier Chief Executive Officer iTricity Fokkerweg 300 Building 59-VI 1438 AN Oude Meer robert.rosier@itricity.nl www.iTricity.nl Date : 24-Feb-10 Page : 41

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