Right FACE! -- Welcoming FACE to RTI for their June 2013 Meeting (PDF)

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This presentation compared the challenges RTI experienced as it adopted its new pricing model to the challenges FACE continually overcomes through its business model.

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Right FACE! -- Welcoming FACE to RTI for their June 2013 Meeting (PDF)

  1. 1. Your systems. Working as one.Your systems. Working as one.Right FACE!Welcome FACE to RTIStan Schneider
  2. 2. © 2013 Real-TimeInnovations,Inc. Permissiongranted to distribute withthis legend.2
  3. 3. RTI’s Business Model Challenge© 2013 Real-TimeInnovations,Inc. Permissiongranted to distribute withthis legend.3
  4. 4. RTI’s Business Model…circa 2011© 2013 Real-TimeInnovations,Inc. Permissiongranted to distribute withthis legend.4
  5. 5. What Users Want: “Open Source”• No license cost• Can modify and distribute modifications• Community development• Community forum• Use for any application• Access (right) to source code• Freely downloadable© 2013 Real-TimeInnovations,Inc. Permissiongranted to distribute withthis legend.5
  6. 6. The Dirty Little Secret of Software PricingSoftware pricing makes no sense. Vendors makeit all up. The real goal is to charge in proportionto how much money you have.© 2013 Real-TimeInnovations,Inc. Permissiongranted to distribute withthis legend.6
  7. 7. What Users Want: Pricing Reality• Everyone pays support,because large teamsgenerate more load• We bundle & charge onlyfor what you use• We charge per developerusing our API, because thesoftware brings value tothat developer’s code• We charge runtimes,because that shares therisk• Large teams with localexperts lower supportcosts• It costs nothing to shipyou everything you need.• The value is really to theproject• The bigger risk isestimating shipments© 2013 Real-TimeInnovations,Inc. Permissiongranted to distribute withthis legend.7
  8. 8. What Changes with Model Migration?• Vendor commitment to customer• Infrastructure to meet the commitment• Gross margin to fund the infrastructure• Operating ratios to achieve the gross margin• Resource deployments to match operating ratios• Management systems to govern the resources• Plus the ecosystem of partner relationships• Not to mention investor expectationsDamned Near Everything!Hence the need to choose wisely8
  9. 9. What to Do?© 2013 Real-TimeInnovations,Inc. Permissiongranted to distribute withthis legend.9
  10. 10. New Business Model• Free version: Open Community Source• Vastly simpler commercial pricing– Simple = One metric– Fair = That metric scales with investment– Open = Predictable. No nasty surprises.© 2013 Real-TimeInnovations,Inc. Permissiongranted to distribute withthis legend.10IC: FACEPaid commerciallicenseScope: ProjectFree ProjectFree ProjectFree ProjectPaid commerciallicenseScope: ProjectPaid commerciallicenseScope: Project
  11. 11. The Friction is Gone!© 2013 Real-TimeInnovations,Inc. Permissiongranted to distribute withthis legend.11
  12. 12. The FACE Business Model Challenge© 2013 Real-TimeInnovations,Inc. Permissiongranted to distribute withthis legend.12
  13. 13. Management’ssole strategicimperative isto engagecompetitionBill Barnett, StanfordGSB© 2013 Real-TimeInnovations,Inc.Permission granted to distribute with thislegend.13
  14. 14. Avionics Business Model© 2013 Real-TimeInnovations,Inc. Permissiongranted to distribute withthis legend.14
  15. 15. Reinvention “Competition”© 2013 Real-TimeInnovations,Inc. Permissiongranted to distribute withthis legend.15
  16. 16. The sole imperative to control software cost is toestablish a stable team working on a single codebase© 2013 Real-TimeInnovations,Inc. Permissiongranted to distribute withthis legend.17
  17. 17. Repository Competition• Competition divorces team from code• “Reuse” implies re-learn, re-design, re-build…and re-code• Result is very expensive!© 2013 Real-TimeInnovations,Inc. Permissiongranted to distribute withthis legend.18CreationTeamCodeBaseTeam Team TeamCodeBaseCompetitionTeamCodeBase“Reuse”
  18. 18. Module Competition© 2013 Real-TimeInnovations,Inc. Permissiongranted to distribute withthis legend.19CodeBaseTeamCreate and MaintainMultiple Code-Team Pairsfor Each ModuleCodeBaseTeamCodeBaseTeamCompete these Pairs forEach Module of Each ProjectCodeBaseTeamBuild Project from ModulesTeamCodeBaseCodeBaseTeamTeamCode BaseProfit must incent buy over build…After award
  19. 19. OA is About Changing Competition© 2013 Real-TimeInnovations,Inc. Permissiongranted to distribute withthis legend.20
  20. 20. © 2013 Real-TimeInnovations,Inc. Permissiongranted to distribute withthis legend.How? Open Architecture.21BusinessModelsInteroperability
  21. 21. How is RTI Helping?© 2013 Real-TimeInnovations,Inc. Permissiongranted to distribute withthis legend.22
  22. 22. RTI and FACE© 2013 Real-TimeInnovations,Inc. Permissiongranted to distribute withthis legend.23DDS-RTPS wireprotocol compliant:interoperable withnon-FACE DDS appsDO-178C Level ACertifiable withConnext DDS CertPhysical connection(s)configurable atintegration timeSecurity Profile
  23. 23. DDS: The Software DataBus• Data centric– Structured, accessible data– Like a database for movingdata• Independent modules– Supports SOA• Plug and play flexibility– Like a hardware bus• Peer-to-peer performance– Like streaming protocols• Standards-basedinteroperability– Like TCP/IP© 2013 Real-TimeInnovations,Inc. Permissiongranted to distribute withthis legend.Data-Centric Messaging BusScalable, high performance, reliable infrastructureDataBus24
  24. 24. Why a Databus Transport?© 2013 Real-TimeInnovations,Inc. Permissiongranted to distribute withthis legend.25
  25. 25. Reliable Operation• The LPD-17 Ship-WideArea Network (SWAN)runs machinery,damage control,steering, magneticsignature, missioncontrol, navigation,communication• Redundant networks,data, sensors and RTImiddleware providenon-stop reliability© 2013 Real-TimeInnovations,Inc. Permissiongranted to distribute withthis legend.26
  26. 26. Real-Time Performance• The Ship Self DefenseSystem is the “last lineof defense”• SSDS coordinates high-speed radars, targetsdefensive missiles, anddirects 1000+rounds/sec at incomingcruise missiles• SSDS is at sea now• RTI delivers messages inreal time© 2013 Real-TimeInnovations,Inc. Permissiongranted to distribute withthis legend.27
  27. 27. System Integration• RTI is the leadingvendor of combatsystem messaging• RTI connectsdisparate systems,merges multiplelanguages on multipleoperating systems,handles DIL links andlegacy interfaces• RTI enables easy,large-scale integration© 2013 Real-TimeInnovations,Inc. Permissiongranted to distribute withthis legend.28
  28. 28. Flexible Connectivity• CAE, one of theworlds leadingproviders ofsimulation andtraining, uses RTI overhigh-bandwidth IEEE-1394 for its flightsimulator• Middleware providestransport portabilityand architectureinteroperability"In the past we probably wouldhave developed an expensive,proprietary system for datacommunications. By using RTI,we were able to deliver aproven, reliable and costeffective solution to ourcustomers.”- Peter Jarvis, Chief Designer© 2013 Real-TimeInnovations,Inc. Permissiongranted to distribute withthis legend.29
  29. 29. 24x7 Operation• Air traffic controlrequires 24x7operation. Hot swapservice is critical hardware or softwarefailures mean flightdelays and substantialcosts• Without disrupting thedata flow, RTI permitsfast addition, updatingand removal of systemnodes© 2013 Real-TimeInnovations,Inc. Permissiongranted to distribute withthis legend.30
  30. 30. Crisp Interface Design• The 34 ATLANTIDAconsortium organizationsdesign air traffic managementfor Europe• RTI middleware will integratecivilian, military, andunmanned aircraft into acoordinated airspace• DDS will be used in bothground stations andunmanned vehicles• RTI middleware cleanlyspecifies interfaces betweenmodules and defines thedataflow that coordinates thelarge, distributed team© 2013 Real-TimeInnovations,Inc. Permissiongranted to distribute withthis legend.31
  31. 31. Multi-Channel Connections• The BASE TEN RoboScoutunmanned ground vehicleintegrates steering,braking, acceleration,dashboard, mapping, andup to 12 video feeds• “RTI is at the core of ourmodular and highlyscalable environment.”Josef SchröttleHead of Design & DevelopmentBASE TEN SYSTEMS ElectronicsGmbH© 2013 Real-TimeInnovations,Inc. Permissiongranted to distribute withthis legend.32
  32. 32. Fast Development• General Atomics AdvancedCockpit Ground ControlStations deliver real-timedata acquisition, analysis,and response for unmannedaircraft systems such asPredator®• GA selected RTI for provensoftware & services• This application wasdelivered in under 14months, significantly fasterthan with alternativesoftware or building inhouse• Middleware speedsdevelopment© 2013 Real-TimeInnovations,Inc. Permissiongranted to distribute withthis legend.33
  33. 33. Wireless Links• NASA’s Human-RoboticSystems prototypes robotsfor extraterrestrial surfaces• The project coordinatesfour NASA centers buildingfour different robots. Theyoperate in realisticenvironments, includingover low-bandwidth, high-delay, lossycommunications• RTI middleware allowsthese very differentsystems to share commondata communications overdisadvantaged links© 2013 Real-TimeInnovations,Inc. Permissiongranted to distribute withthis legend.34
  34. 34. Advanced Tech in Legacy Environments• The VW Driver Assistanceand Integrated Safetysystem combines radars,laser range finders, andvideo to assist safeoperation• It helps avoid obstacles,detect lane departures,track eye activity, and safelynegotiate bends• Advanced safety systemsmust connect to existinghardware. RTI middlewarebridges high speednetworking to the CAN bus© 2013 Real-TimeInnovations,Inc. Permissiongranted to distribute withthis legend.35
  35. 35. Hardware in the Loop• A modern car contains100+ CPUs• Audi uses hardware-in-the-loop simulation tofeed realistic data tocomponents in a labfor testing• RTI middlewareenables a modular testenvironment thatscales to work withhundreds of devices© 2013 Real-TimeInnovations,Inc. Permissiongranted to distribute withthis legend.36
  36. 36. Database Integration• Light and strongadvanced compositesmake advanced aircraftquiet and efficient• Lund Engineering usesRTI to integrate thecomposite inspectionsystem• Critically, all data mustbe saved for validation;RTI’s databaseintegration saves alldata to permanentstorage© 2013 Real-TimeInnovations,Inc. Permissiongranted to distribute withthis legend.37
  37. 37. Throughput Control• RTI powers Varian’sNMR and MRIproduct lines• Any one of thesixteen MRI receiverscan saturate a 1Gbitnetwork.• RTI controls andoptimizes networkuse to handlemegabytes of loadwithout losing data“RTI delivered great functionality at a low cost. Using RTI middleware savedus a lot of money, time, and effort compared to our previous in-housedeveloped solution.”© 2013 Real-TimeInnovations,Inc. Permissiongranted to distribute withthis legend.39
  38. 38. Reliable Uptime• Mevion’s Proton-Beam RadiationTherapy system zapstumors withaccelerated protons• The treatment mustbe continuous for 30-40 days; downtimeendangers treatmentsuccess• Mevion’s PBRTdelivers dependabletreatment at low cost© 2013 Real-TimeInnovations,Inc. Permissiongranted to distribute withthis legend.40
  39. 39. Reliable Multicast• Blue Force Tracker (JBC-P)must process 200,000+tracks.• The legacy design was:– Proprietary– 1.5m SLOC– 12,000 tracks– 11 servers w/88 cores– Unreliable• The DDS design is:– 100% standards based– 50k SLOC– 250,000 tracks– 80% of a single core– Fully redundant© 2013 Real-TimeInnovations,Inc. Permissiongranted to distribute withthis legend.41
  40. 40. Real-Time & IT Integration• Siemens Wind Powerfields farms of 500turbines with 100mblades• RTI enables fastcontrol withinturbines anddistributed gustmitigation across thearray• RTI will alsointegrate withpredictivemaintenance andbusiness diagnostics• RTI melds real-timewith IT© 2013 Real-TimeInnovations,Inc. Permissiongranted to distribute withthis legend.42
  41. 41. Why a Databus Transport?• Reduces risk– Proven, reusable, certified• Saves money– Coupling limits function & flexibility– Lives as reusable infrastructure (!)• Enables advanced capability– Redundancy, fan out, fan in– Transport, OS, language transparency– Integration, hot-swap, scalability– Security, IoT connectivity© 2013 Real-TimeInnovations,Inc. Permissiongranted to distribute withthis legend.Databus43
  42. 42. FACE Vision: Interoperability© 2013 Real-TimeInnovations,Inc. Permissiongranted to distribute withthis legend.44Platform YPlatform XRadio RadioOFP Sensor Display CDU Input Sensor Display InputCDUFACE Application “X”The same FACE application is nowportable across war fighting platformsOFPThe addition ofFACE Computing Platform Softwareenables application portability acrossdissimilar war fighting platformsFACE Computing PlatformFACE Application”X”FACE Computing Platform
  43. 43. InnovationIdeas are free,Vision is cheap,Execution is golden.© 2013 Real-TimeInnovations,Inc. Permissiongranted to distribute withthis legend.45
  44. 44. PartitionPartitionPartitionRTI TSS Implementation© 2013 Real-TimeInnovations,Inc. Permissiongranted to distribute withthis legend.47App AppShared memoryAppRTI TSS RTI TSSApp App AppRTI TSS RTI TSS RTI TSSARINC PortsRTI TSSBus/NetworkNode Node
  45. 45. RTI/Wind/Esterel FACE Demo© 2013 Real-TimeInnovations,Inc. Permissiongranted to distribute withthis legend.49RTI ConnextMicroRTI FACE Transport Service SegmentRTI Data BusAndroid TabletWindriver SBC P4080
  46. 46. About RTI• Market Leader– Over 70% DDS mw market share1– Largest embedded middleware vendor2• Standards Leader– Active in 15 standards efforts– OMG Board of Directors– DDS authors• Real-Time Pedigree– Founded by Stanford researchers– High-performance control, tools history• Maturity Leader– 600+ designs– 400,000+ licensed copies– TRL 9© 2013 Real-TimeInnovations,Inc. Permissiongranted to distribute withthis legend.1Embedded Market Forecasters2VDC Analyst Report50
  47. 47. 2008Global Support and Distribution© 2013 Real-TimeInnovations,Inc. Permissiongranted to distribute withthis legend.51
  48. 48. The Right Turn• FACE is an innovative business model……But it’s only right if it funds reusability• FACE is an innovative architecture……But it’s only right if it expands horizons• FACE is an innovative vision……But it’s only right if we execute© 2013 Real-TimeInnovations,Inc. Permissiongranted to distribute withthis legend.52
  49. 49. Your systems. Working as one.Your systems. Working as one.Working as OneSMSee online: https://www.rti.com/industries/face.htmlOpen Source 2.0?Dirty Little Secret of Software Pricing

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