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19-01-2012




Your business technologists. Powering progress
    | 19-01-2012 | Carlos Veira Lorenzo
Spain | Managed Services | Innovation & Architecture
The Context…
Conditions of too much uncertainty

▶Buzzword + hype
     – own convenience (even us)



▶Cloud is young and
 complex concept
     – “lack” of history
     – it is still changing



▶Markets = non-additive
 ecosystems
     – dynamic, complex and interrelated
     – credible/workable comparisons?
     – everyone claims to be a “leader”


2 | 19-01-2012 | Carlos Veira Lorenzo
Spain | Managed Services | Innovation & Architecture
Our journey …




           The                                     Decomposing   Looking     Inside
        Foundations                                  Adoption    Forward   Technology

http://www.flickr.com/photos/esparta/4111703709/


   3 | 19-01-2012 | Carlos Veira Lorenzo
   Spain | Managed Services | Innovation & Architecture
The Foundations » Definition
What it IS Cloud Computing




       “The Transition of the
       IT Industry from a
       Product-based to a
       Service-based Economy”
                                                       Source: “How Cloud Vendors lie to you and How they steal your money”
4 | 19-01-2012 | Carlos Veira Lorenzo                  Simon Wardley. IPExpo, London. Oct 13, 2009.
Spain | Managed Services | Innovation & Architecture   http://bit.ly/y2SCoi
The Foundations » Definition
What it IS NOT Cloud Computing




       “The Transition of the
       IT Industry from a
       Product-based to a
             ▶ “IaaS”, “PaaS” or “SaaS”
       Service-based Economy”
             ▶ Virtualization + Data Center Automation
                                  ▶ Rebranding what we currently do
                                  ▶ Outsourcing
                                                       Source: “How Cloud Vendors lie to you and How they steal your money”
5 | 19-01-2012 | Carlos Veira Lorenzo                  Simon Wardley. IPExpo, London. Oct 13, 2009.
Spain | Managed Services | Innovation & Architecture   http://bit.ly/y2SCoi
The Foundations » Definition
Essential Characteristics

                                                            Market
                                                       Competition Economies of   Scale
               Automation
    Rapid Provisioning      Economy
         Productivity Built-to-Stock   Pay-per-use

  Commodities Infraestructure Scale-Out
                  Components
         Resource-Pools       Architecture
   Agility    Security for Failure’ Convergence
                                  Multi-Tenancy
      Delivery
 Simplicity On-Demand
                        ‘Designed

                 Elasticity                            Self-Service
6 | 19-01-2012 | Carlos Veira Lorenzo
Spain | Managed Services | Innovation & Architecture
The Foundations » Commoditization
It is the Life Cycle of any Object and/or Business Activity




                                                                                                                              Source: http://web.me.com/swardley/Site/BP180211Cycle.jpg
               Ubiquity



                                                                                                 Utilities

                                                                                        Commodity

                                                Product                                 Services




                                                           Custom Built
                           Innovation
                                                                                                              Certainty

                                                       Source: “How Cloud Vendors lie to you and How they steal your money”
7 | 19-01-2012 | Carlos Veira Lorenzo                  Simon Wardley. IPExpo, London. Oct 13, 2009.
Spain | Managed Services | Innovation & Architecture   http://bit.ly/y2SCoi
The Foundations » Commoditization
Examples » The Electricity




                                                                                                                               Source: http://web.me.com/swardley/Site/BP180211Cycle.jpg
               Ubiquity


                                                                                           National Grid
                                                                              Westinghouse (1890)




                                                                 Hippolyte Pixii (1830)



                                                       Wollaston (1821)                                        Certainty

                                                        Source: “How Cloud Vendors lie to you and How they steal your money”
8 | 19-01-2012 | Carlos Veira Lorenzo                   Simon Wardley. IPExpo, London. Oct 13, 2009.
Spain | Managed Services | Innovation & Architecture    http://bit.ly/y2SCoi
The Foundations » Commoditization
Examples » The Journalism




                                                                                                                                Source: http://web.me.com/swardley/Site/BP180211Cycle.jpg
                                                                                                  Twitter
               Ubiquity


                                                                                 Blogs
                                                                               Television
                                                                           Radio

                                                                      Printed Press




                                                       Towncrier                                                Certainty

                                                         Source: “How Cloud Vendors lie to you and How they steal your money”
9 | 19-01-2012 | Carlos Veira Lorenzo                    Simon Wardley. IPExpo, London. Oct 13, 2009.
Spain | Managed Services | Innovation & Architecture     http://bit.ly/y2SCoi
The Foundations » Commoditization
Examples » The CRM




                                                                                                                                Source: http://web.me.com/swardley/Site/BP180211Cycle.jpg
                                                                                        SalesForce.com (2002)
               Ubiquity




                                                                  Siebel (1994)

                                                         Marketing Databases (80s)
                                                       Customer Lists (80s)  Certainty

                                                         Source: “How Cloud Vendors lie to you and How they steal your money”
10 | 19-01-2012 | Carlos Veira Lorenzo                   Simon Wardley. IPExpo, London. Oct 13, 2009.
Spain | Managed Services | Innovation & Architecture     http://bit.ly/y2SCoi
The Foundations » Commoditization
Examples » The IT Infrastructure




                                                                                                                               Source: http://web.me.com/swardley/Site/BP180211Cycle.jpg
                                                                                              Amazon EC2
               Ubiquity




                                                                             Commoditized HW




                                                                 IBM 650 (1954)

                                                         LEO (1949)
                                                       Z3 (1941)                                               Certainty

                                                        Source: “How Cloud Vendors lie to you and How they steal your money”
11 | 19-01-2012 | Carlos Veira Lorenzo                  Simon Wardley. IPExpo, London. Oct 13, 2009.
Spain | Managed Services | Innovation & Architecture    http://bit.ly/y2SCoi
The Foundations » Commoditization
… a transition, an evolution …




                                                                                                                              Source: http://web.me.com/swardley/Site/BP180211Cycle.jpg
                                       … as a Service
               Ubiquity



                                                                                                 Utilities

                                                                                        Commodity
                          … as a Product
                                                Product                                 Services




                                                           Custom Built
                           Innovation
                                                                                                              Certainty

                                                       Source: “How Cloud Vendors lie to you and How they steal your money”
12 | 19-01-2012 | Carlos Veira Lorenzo                 Simon Wardley. IPExpo, London. Oct 13, 2009.
Spain | Managed Services | Innovation & Architecture   http://bit.ly/y2SCoi
The Foundations » Commoditization
… driven by market competition …




                                                                                                                                                        Source: http://web.me.com/swardley/Site/BP180211Cycle.jpg
                                                                                      Ubiquity++
               Ubiquity

                          Demand for ”New Stuff”
                                                   Demand Competition



                                                                                                                        Funcionality++




                                                                        Improvements on “Current Stuff”
                                                                              Offer Competition                                         Certainty

                                                                                 Source: “How Cloud Vendors lie to you and How they steal your money”
13 | 19-01-2012 | Carlos Veira Lorenzo                                           Simon Wardley. IPExpo, London. Oct 13, 2009.
Spain | Managed Services | Innovation & Architecture                             http://bit.ly/y2SCoi
The Foundations » Commoditization
… wich splits markets among Leaders and Followers …




                                                                                                                                                        Source: http://web.me.com/swardley/Site/BP180211Cycle.jpg
                                                                             ‘Competitors’
               Ubiquity

                          Demand for ”New Stuff”
                                                   Demand Competition


                                                                                                                       Competitive
                                                                                                                       Disadvantage
                                                                                         ‘We’


                                                                        Improvements on “Current Stuff”
                                                                              Offer Competition                                         Certainty

                                                                                 Source: “How Cloud Vendors lie to you and How they steal your money”
14 | 19-01-2012 | Carlos Veira Lorenzo                                           Simon Wardley. IPExpo, London. Oct 13, 2009.
Spain | Managed Services | Innovation & Architecture                             http://bit.ly/y2SCoi
The Foundations » Commoditization
… so that we don’t really have a choice …




                                                                                                                                 Source: http://web.me.com/swardley/Site/BP180211Cycle.jpg
                                                       ‘Competitors’
               Ubiquity




                                                                                                     … but keep up
                                                                                                     with changes…
                                                                                                     ‘Red Queen Hypothesis’
                                                                                                     Leigh Van Valen (1973)
                                                                     ‘We’



                                                                                                                 Certainty

                                                          Source: “How Cloud Vendors lie to you and How they steal your money”
15 | 19-01-2012 | Carlos Veira Lorenzo                    Simon Wardley. IPExpo, London. Oct 13, 2009.
Spain | Managed Services | Innovation & Architecture      http://bit.ly/y2SCoi
The Foundations » Commoditization
… but fosters Innovation through Creative Destruction & Componentization




                                                                                                                                   Source: http://web.me.com/swardley/Site/BP180211Cycle.jpg
               Ubiquity




                                                                                                       Enables & Accelerates
                                                                                                        Creative Destruction
                                                                                                         Joseph Schumpeter, 1942
                                                                                                          Componentization
                                                                                                            Herbert Simon, 1973




                                                                                                              Certainty

                                                       Source: “How Cloud Vendors lie to you and How they steal your money”
16 | 19-01-2012 | Carlos Veira Lorenzo                 Simon Wardley. IPExpo, London. Oct 13, 2009.
Spain | Managed Services | Innovation & Architecture   http://bit.ly/y2SCoi
The Foundations » Commoditization
The Innovation Cycle: examples » outside.in




                                                                              Source: http://web.me.com/swardley/Site/BP180211Cycle.jpg
                          “… Steven Johnson
               Ubiquity


                          launched outside.in
                          with 60K $ from a
                          private investor … It
                          would have costed
                          50M $ just
                          5 years before …”
                          What Would Google Do?
                          Jeff Jarvis (2009)
                                                       Creative Destruction
                                                        Componentization



                                                         Certainty

17 | 19-01-2012 | Carlos Veira Lorenzo
Spain | Managed Services | Innovation & Architecture
The Foundations » Commoditization
The Innovation Cycle: examples » the rise of Search Engines …

                                                                         National Electrical Grid
               Ubiquity


                                                                  Internet
                                                                 Commoditized HW




                                                                                                Source: http://web.me.com/swardley/Site/BP180211Cycle.jpg
                                                       Search Engines         Certainty

18 | 19-01-2012 | Carlos Veira Lorenzo
Spain | Managed Services | Innovation & Architecture
The Foundations » Commoditization
It changes consumption expectations …




                                                                                                                              Source: http://web.me.com/swardley/Site/BP180211Cycle.jpg
               Ubiquity


                                                                                   + Efficiency
                          + Consumption                                                   < Cost/Unit
                          + Units Consummed
                          > Global Expenditure
                                                                                      “Technological progress that
                                                                                      increases the efficiency with
                                                                                      which a resource is used tends to
                                                                                      increase the rate of consumption
                                                                                      of that resource”
                                                                                      The ‘Jevons Paradox’
                                                                                      William Stanley Jevons (1865)

                                                                                                              Certainty

                                                       Source: “How Cloud Vendors lie to you and How they steal your money”
19 | 19-01-2012 | Carlos Veira Lorenzo                 Simon Wardley. IPExpo, London. Oct 13, 2009.
Spain | Managed Services | Innovation & Architecture   http://bit.ly/y2SCoi
The Foundations » Commoditization
… changing our current structural limits too …
               Importance


                                      Current IT Limits



                                                                   Unmet
                                                                   Demand

                                                                                                                Projects

                                                       Source: “How Cloud Vendors lie to you and How they steal your money”
20 | 19-01-2012 | Carlos Veira Lorenzo                 Simon Wardley. IPExpo, London. Oct 13, 2009.
Spain | Managed Services | Innovation & Architecture   http://bit.ly/y2SCoi
The Foundations » Commoditization
IT becomes a “Cost of doing Business”, rather than a “Strategic Asset”
                          “… there is no direct relation




                                                                                                                                                          Source: http://web.me.com/swardley/Site/BP180211Cycle.jpg
               Ubiquity


                          between spending on computers,
                          profits or productivity”
                          The Business Value of Computers                                            Volume Market
                          Paul Strassmann (1990)
                           http://www.infoeconomics.com/business-value.php
                                                                                                    “... as they become ubiquitous -
                                                                                                    they become commodity inputs.
                                                                                                    From a strategic standpoint, they
                                                                                                    become invisible; they no longer
                                       Value Market                                                 matter”
                                                                                                    IT Doesn’t Matter
                                                                                                    Nicholas Carr (2003)
                                                                                                      http://www.nicholasgcarr.com/articles/matter.html



                                                                                                                                       Certainty

                                                                             Source: “How Cloud Vendors lie to you and How they steal your money”
21 | 19-01-2012 | Carlos Veira Lorenzo                                       Simon Wardley. IPExpo, London. Oct 13, 2009.
Spain | Managed Services | Innovation & Architecture                         http://bit.ly/y2SCoi
The Foundations » Commoditization
In fact, Cloud Computing is about Balancing Risks and Opportunities …



     Commoditization

              Economies of Scale
                                     Decision             Transition

                                                                 Confusion
                                                                                                              Outsourcing

                                                                                                                        Suitability

                                                               Governance
                   Pay per Use                         • Management, Leadership, Control
                                                                                                                      Competence

                 Focus on Core                                  Confidence

                                                                                                                         Cautivity
                      Speed                                       Security


                    Innovation                                Transparency                                         Strategic Control




                                                             Source: “How Cloud Vendors lie to you and How they steal your money”
22 | 19-01-2012 | Carlos Veira Lorenzo                       Simon Wardley. IPExpo, London. Oct 13, 2009.
Spain | Managed Services | Innovation & Architecture         http://bit.ly/y2SCoi
The Foundations » Commoditization
… but just remember …




                                                                                                                                 Source: http://web.me.com/swardley/Site/BP180211Cycle.jpg
                                                       ‘Competitors’
               Ubiquity


                                                                                                     … we don’t
                                                                                                     really have a
                                                                                                     choice but keep
                                                                                                     up with
                                                                     ‘We’
                                                                                                     changes…
                                                                                                     ‘Red Queen Hypothesis’
                                                                                                     Leigh Van Valen (1973)




                                                                                                                 Certainty

                                                          Source: “How Cloud Vendors lie to you and How they steal your money”
23 | 19-01-2012 | Carlos Veira Lorenzo                    Simon Wardley. IPExpo, London. Oct 13, 2009.
Spain | Managed Services | Innovation & Architecture      http://bit.ly/y2SCoi
Market Environment » General Outlook
The same way the Transport Industry delivers people and “things” …




                                                       Private vs. Public

           Car                            Shuttle                      Bus         Plane
                         “Price vs. Features” (Flexibility / Agility / Security)



24 | 19-01-2012 | Carlos Veira Lorenzo
Spain | Managed Services | Innovation & Architecture
Market Environment » General Outlook
… the IT Industry will do it too …




                                                       Private vs. Public

    Traditional IT/                           Hosted                       Community       IaaS/PaaS/
    Private Cloud                              VPC*                          Cloud            SaaS
                         “Price vs. Features” (Flexibility / Agility / Security)


                                                            * VPC: Virtual Private Cloud
25 | 19-01-2012 | Carlos Veira Lorenzo
Spain | Managed Services | Innovation & Architecture
Market Environment » General Outlook
… though we are still in the early stages of adoption …




         Private                               Hosted   Community   XaaS
         Cloud                                  VPC       Cloud




26 | 19-01-2012 | Carlos Veira Lorenzo
Spain | Managed Services | Innovation & Architecture
Market Environment » General Outlook
Adoption is a complex, multidimensional phenomenon …




         Private                               Hosted               Community   XaaS
         Cloud                                  VPC                   Cloud
                           Market Segment / Business Activity / Service Type

                                                Customer/Company Profile

                                                       Country(s)/Location(s)


27 | 19-01-2012 | Carlos Veira Lorenzo
Spain | Managed Services | Innovation & Architecture
Market Environment » General Outlook
… and every Business has its own Technology Mix …




              Private                                         Hosted                                  Community                                               XaaS
              Cloud                                            VPC                                      Cloud
              Company B




                                      Company D




                                                                                                                                      Company D
                          Company C




                                                              Company B

                                                                          Company C

                                                                                      Company D




                                                                                                              Company B

                                                                                                                          Company C




                                                                                                                                                              Company B

                                                                                                                                                                          Company C

                                                                                                                                                                                      Company D
  Company A




                                                                                                  Company A
                                                  Company A




                                                                                                                                                  Company A
28 | 19-01-2012 | Carlos Veira Lorenzo
Spain | Managed Services | Innovation & Architecture
Market Environment » General Outlook
… evolving with time, in line with each Business Strategy (hopefully)




              Private                                         Hosted                                  Community                                               XaaS
              Cloud                                            VPC                                      Cloud




                                                                                                                                      Company D
              Company B

                          Company C

                                      Company D




                                                              Company B

                                                                          Company C

                                                                                      Company D




                                                                                                              Company B

                                                                                                                          Company C




                                                                                                                                                              Company B

                                                                                                                                                                          Company C

                                                                                                                                                                                      Company D
                                                                                                  Company A
  Company A




                                                  Company A




                                                                                                                                                  Company A
29 | 19-01-2012 | Carlos Veira Lorenzo
Spain | Managed Services | Innovation & Architecture
Market Environment » General Outlook
... so, there is room for everything!...




                                                       The same way IT is an heterogeneous
                                                       environment today …
                                                       … our experience with Cloud Services is
                                                       and will be increasingly Hybrid!
 … what we don’t know is the internal
 composition for our own context/market


                                                                 http://www.flickr.com/photos/evelynishere/3327074778/sizes/l/in/photostream/


30 | 19-01-2012 | Carlos Veira Lorenzo
Spain | Managed Services | Innovation & Architecture
Market Environment » Decomposing Adoption
Projection exercise » Company Size, Delivery Type & Adoption Rate
                        2011            2012     2013          2014       2015       2016   2017   2018   2019   2020
SaaS       Public
                                  Mobility
                            Q     Verticals

PaaS       Public
                            M    SaaS                      Q
           Private
                            L PaaS                         M                     Q
IaaS       Public
                                  Projects
                            Q     PoCs
              SaaS/PaaS
                Verticals   M                          Q
                            L Capacity
                                Verticals, VDI
                                                     M                Q
           Private

                            Q     DCiaB

              Virt2IaaS
             DCiaB, VDI     M                    Q
                            L   Verticals        M               Q


31 | 19-01-2012 | Carlos Veira Lorenzo
Spain | Managed Services | Innovation & Architecture
Market Environment » Decomposing Adoption
… but cross-service interactions can accelerate adoption » Look-out!
                       2011         2012         2013   2014   2015   2016   2017   2018   2019   2020
SaaS       Public



PaaS       Public



           Private

                                       Third Parties can also start activities in the
IaaS       Public
                                       Cloud because of interactions with you!


           Private




32 | 19-01-2012 | Carlos Veira Lorenzo
Spain | Managed Services | Innovation & Architecture
Market Environment » Decomposing Adoption
… but uncertainty is everywhere » non linear behavior + high deviation
                       2011         2012         2013   2014   2015   2016   2017   2018   2019   2020
SaaS       Public



PaaS       Public



           Private



IaaS       Public




           Private




33 | 19-01-2012 | Carlos Veira Lorenzo
Spain | Managed Services | Innovation & Architecture
Market Environment » Decomposing Adoption
Bottom line: talking about “Cloud Adoption” is meaningless
                       2011         2012         2013   2014   2015   2016   2017   2018   2019   2020
SaaS       Public



PaaS       Public




 “There are no diseases, but patients”
     Private



IaaS       Public
                                            Analyze and speak about your own
                                            context/market: strategically & tactically

           Private




34 | 19-01-2012 | Carlos Veira Lorenzo
Spain | Managed Services | Innovation & Architecture
Market Environment » Looking forward
The Cloud is a Building Block of the Future » Gartner
                                                           http://cloudcomputing.sys-con.com/node/1939920




              5 year projection …                      10 year projection …


35 | 19-01-2012 | Carlos Veira Lorenzo
Spain | Managed Services | Innovation & Architecture
Market Environment » Looking forward
The Cloud is a Building Block of the Future » Gartner
                                                           http://cloudcomputing.sys-con.com/node/1939920




    Mobility B2C B2B
         Analytics         NFC
        Business Intelligence
    Big Data Internet of Things
          BYOC           M2M
              5 year projection …                      10 year projection …


36 | 19-01-2012 | Carlos Veira Lorenzo
Spain | Managed Services | Innovation & Architecture
Market Environment » Looking forward
The Cloud is a Building Block of the Future » Atos LookOut Radars




http://lookout.atosconsulting.com/radars/


37 | 19-01-2012 | Carlos Veira Lorenzo
Spain | Managed Services | Innovation & Architecture
Market Environment » Looking forward
The Cloud is a Building Block of the Future » Atos LookOut Radars


            Smart Objects
         Wearable Computing
         Context-Aware
  Crowdsourcing Zero Tolerance
                  Robotics
            Ubiquitous Connectivity
   Digitally Connected Society
http://lookout.atosconsulting.com/radars/


38 | 19-01-2012 | Carlos Veira Lorenzo
Spain | Managed Services | Innovation & Architecture
Market Environment » Looking forward
IT Industry growth model » Less “Bodies” = Services++ & Technology++

                                                             Cloud Computing




                                                       Outsourcing / Services




                                                        Professional Services

                                                                          Time

39 | 19-01-2012 | Carlos Veira Lorenzo
Spain | Managed Services | Innovation & Architecture
Market Environment » Looking forward
… growth in a “systemic” crisis context … are you kidding me?




 Cloud Service Delivery can provide the
 cost efficiencies that we all need
 But!: we also need have to get
 ready for a post-crisis context




                                                       http://www.flickr.com/photos/artemuestra/2941650098/sizes/m/in/photostream/


40 | 19-01-2012 | Carlos Veira Lorenzo
Spain | Managed Services | Innovation & Architecture
Market Environment » Looking forward
    … just do things differently to obtain better results (hopefully)




     Not “IT Surgeons” any more!
     Let’s embrace the Power Shovel!
                           A different mindset can make the “magic” happen




http://www.flickr.com/photos/double-m2/4694962578/sizes/l/in/photostream/
http://www.flickr.com/photos/mad_house_photography/4411839186/sizes/l/in/photostream/


    41 | 19-01-2012 | Carlos Veira Lorenzo
    Spain | Managed Services | Innovation & Architecture
Technology » Market roles
 The Cloud Computing “Sphere”




Consumers



                                       Service                        Technology
                                       Providers                      Providers



                                                        System
                                                        Integrators
 42 | 19-01-2012 | Carlos Veira Lorenzo
 Spain | Managed Services | Innovation & Architecture
Technology » Market roles
Consumers » Substantially different? Not really … You already (should) do it




 … they get the benefits:
 simplicity, agility, speed & cost effectiveness
                                     … but maturity will always be our duty: SLA’s,
                                     Security, Automation, Governance, …
                                                   … not a problem, just an opportunity!




                                                               http://www.flickr.com/photos/vgb-studios/6605427961/sizes/l/in/photostream/


43 | 19-01-2012 | Carlos Veira Lorenzo
Spain | Managed Services | Innovation & Architecture
Technology » Market roles
 Let’s talk about the details: let’s talk about Technology ;-)




Service Providers                                                   http://www.flickr.com/photos/vgb-studios/6605420695/sizes/l/in/photostream/




                                                        They also have to know!

System Integrators                                                  http://www.flickr.com/photos/vgb-studios/6605408553/sizes/l/in/photostream/




Technology Providers                                                http://www.flickr.com/photos/vgb-studios/6605437513/sizes/l/in/photostream/


 44 | 19-01-2012 | Carlos Veira Lorenzo
 Spain | Managed Services | Innovation & Architecture
Technology » A Technical Architecture Perspective
It’s Services what drive Designs, not the opposite » EA won’t disappear

  Cloud Architecture                                                                           Cloud(Enterprise Architecture)
  RAIN* Design                                                                                                                     Containerized Design
  Scale-out                                                                                                                  Unchanged Application Designs
  Designed for Failure at the Application Level                                                                           Underlying scale-out Infrastructure
  Stack of Commodity Components




                                                                                   vApp




                                                                                                            vApp




                                                                                                                                   vApp
                                                                                          Presentation              Presentation          Presentation


    Cloud Service                                                                         Application               Application           Application


                                                                                          Persistence               Persistence           Persistence
        vNode            vNode            vNode            vNode

                                                                                   Cloud Infrastructure Services

                                                                                                                                   Containerized Design
                                                                                                                              SSO* + Integrated BSS* & OSS*
                                                          EA*                                                                              Fabric Computing
                                              Layered Design
                                                 Limited Scale-out
                  Designed for Failure at the Infrastructure Level

                                                                     * RAIN: Redundant Array of Inexpensive Nodes
45 | 19-01-2012 | Carlos Veira Lorenzo                               * EA: Enterprise Architecture
Spain | Managed Services | Innovation & Architecture                 * SSO: Single Sign-On
                                                                     * OSS: Operational Support Services
                                                                     * BSS: Business Support Services
Technology » A Technical Architecture Perspective
Different worlds … different Business Strategies

  Cloud Architecture                                                         Cloud(Enterprise Architecture)

 ▲Cheap Technologies                                               ▼Costly!
      – Commodity DC* + HW + OSS*                                       – Enterprise DC* + HW + COTS* Layers
                                                                        – Increasingly bigger with Time & Scale!
 ▶Ad-hoc Applications &
                                                                   ▲IT Investment Protection
  Infrastructure                                                        – Skills + Engineering Patterns & Practices
      – Skilled Teams + New/Evolved Processes                           – Virtualization + New/Evolved Processes
      – “DevOps”: boundaries gets blurred
                                                                   ▶Infrastructure-based
 ▲Service-based Automation                                          Automation
      – Infrastructure semantics can be ignored
                                                                        – Infrastructure semantics matter
      – Business-oriented semantics!
                                                                        – Infrastructure-oriented semantics
                                                                        – Virtualization silos

                                                       * OSS: Open Source Software
46 | 19-01-2012 | Carlos Veira Lorenzo                 * COTS: Commercial Of The Shelf
Spain | Managed Services | Innovation & Architecture   * DC: Data Cener
Technology » A Technical Architecture Perspective
Different worlds … different Business Strategies

  Cloud Architecture                                             Cloud(Enterprise Architecture)

 ▲Commodities don’t care                                     ▼IaaS don’t care about
  about Feature                                               Feature Differentiation on
  Differentiation                                             COTS
      – Commodity DC + HW + OSS                                – Multivendor IaaS “standardize” APIs on
                                                                 commonalities; (i.e: OpenStack)


                                                       Why invest in “Products” for “Features”
                                                       that we will never use?




47 | 19-01-2012 | Carlos Veira Lorenzo
Spain | Managed Services | Innovation & Architecture
Technology » A Technical Architecture Perspective
The World is not static » Enterprise Apps “consume” new Tech “on Upgrade”




EA Solutions will, eventually, became SaaS




                                                       EA
                                                       Layered Design
                 Technology Builders

48 | 19-01-2012 | Carlos Veira Lorenzo
Spain | Managed Services | Innovation & Architecture
Technology » A Technical Architecture Perspective
Lock-in Risks not structurally “differential”: the ecosystem is just bigger


              IaaS                                                                                 SaaS/BPaaS
              Infrastructure                                                              Service/Application
                                                                        ▶ Product              ▶ Vertical Industry
               ▶ Standard                                                 Behaviors              Information
                         ▶
 Not everything is equally Architecture
                 Transports
                           risky!                                                         ▶ Data
                                                                                                 Brokers/Exchangers

           ▶ Infrastructure
                                                         Structural
                                                  ▶ Mix of Technology
                                                                                            Formats           ▶ Code

   -
 Divide and Conquer!
             Semantics

                     ▶ Web Services
                                                            Risk
                                                    and Labor

                                                          ▶ Patterns
                                                                            ▶ Product
                                                                              Settings
                                                                                           ▶ Information
                                                                                             Schemas        ▶ Labor
                                                                                                              Intensive
                                                                                                                          +
                                                                                             ▶ Hard-coded
            ▶ Technology
              Intensive
                                                            Map               ▶ Scripts
                                                                                               Mappings
                                   ▶ Infrastructure                ▶ Semantic                       ▶ Ad-hoc Data
                                     Products/Services               Mappings                         Transformations

              Managed Services                                                            Systems Integration
              “World of Products”                                                           “World of Code”



49 | 19-01-2012 | Carlos Veira Lorenzo
Spain | Managed Services | Innovation & Architecture
Technology » A Technical Architecture Perspective
Lock-in Risks not structurally “differential”: the ecosystem is just bigger




 It doesn’t exist a clearly “Functional Frontier” for
 each Technology Domain!




                                                       ▶ Workflow & Process
             ▶ Element                                   Automation
                                                                                                 ▶ BPM*
               Management
                                                   “Orchestration”
                                                            * BPM: Business Process Management
50 | 19-01-2012 | Carlos Veira Lorenzo
Spain | Managed Services | Innovation & Architecture
Technology » A Technical Architecture Perspective
Lock-in risks are not structurally “differential”: the ecosystem is just bigger




 An Appliance Strategy can simplify EA
 Every component evolves
 and changes with time!




                                                 CSA*                                EA
                 Legacy Systems
                                                        * CSA: Client/Server Architecture
51 | 19-01-2012 | Carlos Veira Lorenzo
Spain | Managed Services | Innovation & Architecture
Technology » A Technical Architecture Perspective
Lock-in risks are not structurally “differential”: the ecosystem is just bigger

 http://thinkinbig.org/index.php/2011/05/thinking-about-cloud-strategy/




                                                                          http://blogs.the451group.com/information_management/2011/04/15/nosql-newsql-and-beyond/

                                                                             * OSS: Open Source Software
52 | 19-01-2012 | Carlos Veira Lorenzo
Spain | Managed Services | Innovation & Architecture
Technology » A Technical Architecture Perspective
Lock-in risks are not structurally “differential”: the ecosystem is just bigger
http://thinkinbig.org/index.php/2011/05/thinking-about-cloud-strategy/




                                                               » Explosion of Data Persistence Services
                                                               » Massive scale-out/elastic semantics
Mitigation: OSS*; Engineering patterns;
Technology ubiquity degree; vendor selection




                                                                         http://blogs.the451group.com/information_management/2011/04/15/nosql-newsql-and-beyond/

                                                                            * OSS: Open Source Software
53 | 19-01-2012 | Carlos Veira Lorenzo
Spain | Managed Services | Innovation & Architecture
Technology » A Technical Architecture Perspective
Subsystem Map for Hybrid, Multi-Cloud, and Multi-Technology Environment

Cloud Service/Fabric Controller

   VMWare            Microsoft         Citrix               RedHat                                                          SalesForce
                                                                                                          Amazon
   • vCloud          • System Center   • XenDesktop         • RHEV                                                           NetSuite
   • vSphere         • Hyper-V         • XenServer          • KVM/SPICE
                                                                                    OpenStack            RackSpace                            Traditional IT
                                                                                                                               SAP
   • vFabric         • Azure           • Cloud.com          • OpenShift                                      …
                                                                                                                                …

                                                                                                                                     ESB*/EAI*

Business Support Services
                                                                                                                                                  SAL*
           SAL*           SAL*               SAL*                 SAL*                 SAL*                  SAL*             SAL*
                                                                                                                                             Accounting
       Service                                                                                                                               • Payables
                        Ordering            Pricing              Rating                Billing             Metering         Entitlement
       Catalog                                                                                                                               • Receivables
                                                                                                                                             • Clearing


Operational Support Services
       SAL*            SAL*           SAL*
                                   Service                SAL*              SAL*                 SAL*                SAL*        SAL*              SAL*
                                   Desk
                     Service                                                                 Capacity &                       Provisioning        Service
   Self-Service                    • Incidents         Configuration      Monitoring        Performance         Licensing       & LCM
   Portal           Automation                                                                                                                     Level
                                   • Problems
   • API                           • Changes


                                                                       * SAL: Service Abstraction/Adaptation Layer
54 | 19-01-2012 | Carlos Veira Lorenzo                                 * ESB: Enterprise Service Bus
Spain | Managed Services | Innovation & Architecture                   * EAI: Enterprise Application Integration
Technology » A Technical Architecture Perspective
It is a (complex) Cloud Ecosystem has his own Life Cycle …

Cloud Service/Fabric Controller

   VMWare            Microsoft         Citrix               RedHat                                                          SalesForce
                                                                                                          Amazon
   • vCloud          • System Center   • XenDesktop         • RHEV                                                           NetSuite
   • vSphere         • Hyper-V         • XenServer          • KVM/SPICE
                                                                                    OpenStack            RackSpace                            Traditional IT
                                                                                                                               SAP
   • vFabric         • Azure           • Cloud.com          • OpenShift                                      …
                                                                                                                                …

                                                                                                                                     ESB*/EAI*

Business Support Services
           SAL*           SAL*               SAL*       … Evolves SAL* time asynchronously !
                                                           SAL*   with    SAL*   SAL*
                                                                                       SAL*
                                                                                                                                             Accounting
       Service                                                                                                                               • Payables
                        Ordering            Pricing              Rating                Billing             Metering         Entitlement
       Catalog                                                                                                                               • Receivables
                                                                                                                                             • Clearing


Operational Support Services
       SAL*            SAL*           SAL*
                                   Service                SAL*              SAL*                 SAL*                SAL*        SAL*              SAL*
                                   Desk
                     Service                                                                 Capacity &                       Provisioning        Service
   Self-Service                    • Incidents         Configuration      Monitoring        Performance         Licensing       & LCM
   Portal           Automation                                                                                                                     Level
                                   • Problems
   • API                           • Changes


                                                                       * SAL: Service Abstraction/Adaptation Layer
55 | 19-01-2012 | Carlos Veira Lorenzo                                 * ESB: Enterprise Service Bus
Spain | Managed Services | Innovation & Architecture                   * EAI: Enterprise Application Integration
Technology » A Technical Architecture Perspective
… fortunately, there are different Priorities, Risks, Efforts & Maturity

Cloud Service/Fabric Controller

   VMWare            Microsoft         Citrix               RedHat                                             SalesForce
                                                                                                Amazon
   • vCloud          • System Center   • XenDesktop         • RHEV                                              NetSuite
   • vSphere         • Hyper-V         • XenServer          • KVM/SPICE
                                                                                OpenStack      RackSpace                         Traditional IT
                                                                                                                  SAP
   • vFabric         • Azure           • Cloud.com          • OpenShift                            …
                                                                                                                   …




Business Support Services
 Changes with every Customer and Service Provider! …
   SAL    SAL     SAL    SAL   SAL     SAL    SAL
                                                                                                                                     SAL
                                                                                                                                Accounting
       Service
       Catalog
                        Ordering                  … There is no single or right answer!
                                            Pricing   Rating  Billing Metering Entitlement                                      • Payables
                                                                                                                                • Receivables
                                                                                                                                • Clearing


Operational Support Services
           SAL          SAL            SAL
                                   Service                 SAL            SAL           SAL          SAL            SAL               SAL
                                   Desk
                     Service                                                          Capacity &                 Provisioning        Service
   Self-Service                    • Incidents         Configuration   Monitoring    Performance   Licensing       & LCM
   Portal           Automation                                                                                                        Level
                                   • Problems
   • API                           • Changes




56 | 19-01-2012 | Carlos Veira Lorenzo
Spain | Managed Services | Innovation & Architecture
Technology » A Technical Architecture Perspective
 Customer Requirements are/should be a “World of Terms & Conditions”




The risk of new customer-based silos
is very real …                                                                        Customer N
                                                                                                              Customer A



Difficult to achieve standardization,                                                              Service
                                                                                                   Provider
industrialization and further Innovation                                              …                         Customer B



                                                  …not a “WorldCustomer C
                                                                of RFPs*”!

                                                        * RFP: Request for Proposal
 57 | 19-01-2012 | Carlos Veira Lorenzo
 Spain | Managed Services | Innovation & Architecture
Technology » A Technical Architecture Perspective
Opening to a wider landscape » A complex ecosystem of federated services




▶ A federation of live components
▶ A (eco)system by itself
                                                       ▶ Asynchronous & chaotic behavior
                                                  ▶ Complex & heterogeneous in nature


   Complexity evolves
   Asynchronous with time!

58 | 19-01-2012 | Carlos Veira Lorenzo
Spain | Managed Services | Innovation & Architecture
Technology » A Technical Architecture Perspective
    The asynchronous “ocean” of Cloud orchestration complexity …




                                                                   Countries/Regions (R)

     Potential Complexity = C * R * S

             Customers (C)                                                                 Service Providers (S)




http://www.flickr.com/photos/smemon/5983673322/sizes/o/in/photostream/


   59 | 19-01-2012 | Carlos Veira Lorenzo
   Spain | Managed Services | Innovation & Architecture
Technology » A Technical Architecture Perspective
    … it is, actually, a multi-level mesh …



                                                                            


                                                              


http://www.flickr.com/photos/smemon/5983673322/sizes/o/in/photostream/
                                                                         
   60 | 19-01-2012 | Carlos Veira Lorenzo
   Spain | Managed Services | Innovation & Architecture
Technology » A Technical Architecture Perspective
    … it is, actually, a multi-level mesh …



                                                                                                        

                                                                         Business transparency is key!
                                                              


http://www.flickr.com/photos/smemon/5983673322/sizes/o/in/photostream/
                                                                                   
   61 | 19-01-2012 | Carlos Veira Lorenzo
   Spain | Managed Services | Innovation & Architecture
Technology » A Technical Architecture Perspective
    … and a multi-domain one …




                                                                                           Orchestration
            Orchestration                                                                    Domain
              Domain                                                     It has impact on contracts, customer
                                                                         expectations and UX*!

                                                                  Orchestration
      Choreography                                                  Domain
      Domain
http://www.flickr.com/photos/smemon/5983673322/sizes/o/in/photostream/

                                                                         * UX: User eXperience
   62 | 19-01-2012 | Carlos Veira Lorenzo
   Spain | Managed Services | Innovation & Architecture
Technology » A Technical Architecture Perspective
   … fortunately, not every relationship matters the same
       ▶   Consolidated Command & Control + Read-only Billing
       ▶   Infrastructure Semantics                                                                                       Public
       ▶   Consolidated Command & Control + Read-only Billing
                                                                                                                          Private
IaaS




       ▶   Infrastructure Semantics
                        ▶ Unified Service Desk Experience    ▶ Unified Read-only Risk/Audit Dashboard
                                 ▶ Unified Read-only Service Dashboard
                                             ▶ C&C* Run-time Advisor***      ▶ Service Benchmarking
                                                                                                                          Hybrid
                                                                                            ▶ Unified Billing (?)
       ▶ Consolidated Command & Control + Read-only Billing
       ▶ Infrastructure Semantics
                                                          Prioritization + read-only aggregation
       ▶ Consolidated Command & Control + Read-only Billing
PaaS




       ▶ Infrastructure + Object Semantics
                               ▶ Unified Read-only Service Dashboard             ▶ Unified Read-only Business Dashboard**
                                           ▶ C&C* Run-time Advisor***      ▶ Service Benchmarking
                                                           ▶ Unified Read-only Risk/Audit Dashboard
                                                                                          ▶ Unified Billing (?)
       ▶ Consolidated Command & Control for certain Application Domains
SaaS/BPaa




       ▶ Consolidated Read-only Billing
       ▶ Service Semantics
                        ▶ Consolidated C&C* for more App Domains
              Now!
    S




                                ▶ Unified Read-only Service Dashboard             ▶ Unified Read-only Business Dashboard**
                                            ▶ C&C* Run-time Advisor***      ▶ Service Benchmarking
                                                            ▶ Unified Read-only Risk/Audit Dashboard
                                                                                           ▶ Unified Billing (?)
                                                                  * C&C: Command & Control
   63 | 19-01-2012 | Carlos Veira Lorenzo                         ** Requires Application Instrumentation + Integration
   Spain | Managed Services | Innovation & Architecture           *** Requires Run-time Analytics
Let’s recap!




                                                       http://www.flickr.com/photos/duncanh1/5471899402/sizes/l/in/photostream/


64 | 19-01-2012 | Carlos Veira Lorenzo
Spain | Managed Services | Innovation & Architecture
Let’s recap » The Foundations
Cloud Computing it is about the commoditization of the IT Industry




                                                                                                                              Source: http://web.me.com/swardley/Site/BP180211Cycle.jpg
               Ubiquity



                                                                                                 Utilities

                                                                                        Commodity

                                                Product                                 Services




                                                           Custom Built
                           Innovation
                                                                                                              Certainty

                                                       Source: “How Cloud Vendors lie to you and How they steal your money”
65 | 19-01-2012 | Carlos Veira Lorenzo                 Simon Wardley. IPExpo, London. Oct 13, 2009.
Spain | Managed Services | Innovation & Architecture   http://bit.ly/y2SCoi
Let’s recap » The Foundations
Cloud Computing it is about the commoditization of the IT Industry




                                                                                                                              Source: http://web.me.com/swardley/Site/BP180211Cycle.jpg
               Ubiquity


   XaaS is now possible because many IT Activities have
                                          Utilities
   entered a Commodity Stage
                                                                                        Commodity

                                                Product                                 Services




                                                           Custom Built
                           Innovation
                                                                                                              Certainty

                                                       Source: “How Cloud Vendors lie to you and How they steal your money”
66 | 19-01-2012 | Carlos Veira Lorenzo                 Simon Wardley. IPExpo, London. Oct 13, 2009.
Spain | Managed Services | Innovation & Architecture   http://bit.ly/y2SCoi
Let’s recap » The Foundations
It is driven by Market Competition …




                                                                                                                                                        Source: http://web.me.com/swardley/Site/BP180211Cycle.jpg
                                                                                      Ubiquity++
               Ubiquity

                          Demand for ”New Stuff”
                                                   Demand Competition



                                                                                                                        Funcionality++




                                                                        Improvements on “Current Stuff”
                                                                              Offer Competition                                         Certainty

                                                                                 Source: “How Cloud Vendors lie to you and How they steal your money”
67 | 19-01-2012 | Carlos Veira Lorenzo                                           Simon Wardley. IPExpo, London. Oct 13, 2009.
Spain | Managed Services | Innovation & Architecture                             http://bit.ly/y2SCoi
Let’s recap » The Foundations
… and though it is about Balancing Risks and Opportunities …



     Commoditization

              Economies of Scale
                                     Decision             Transition

                                                                 Confusion
                                                                                                              Outsourcing

                                                                                                                        Suitability

                                                               Governance
                   Pay per Use                         • Management, Leadership, Control
                                                                                                                      Competence

                 Focus on Core                                  Confidence

                                                                                                                         Cautivity
                      Speed                                       Security


                    Innovation                                Transparency                                         Strategic Control




                                                             Source: “How Cloud Vendors lie to you and How they steal your money”
68 | 19-01-2012 | Carlos Veira Lorenzo                       Simon Wardley. IPExpo, London. Oct 13, 2009.
Spain | Managed Services | Innovation & Architecture         http://bit.ly/y2SCoi
Let’s recap » The Foundations
… we don’t really have a choice …




                                                                                                                                                        Source: http://web.me.com/swardley/Site/BP180211Cycle.jpg
                                                                             ‘Competitors’
               Ubiquity

                          Demand for ”New Stuff”
                                                   Demand Competition


                                                                                                                       Competitive
                                                                                                                       Disadvantage
                                                                                         ‘We’


                                                                        Improvements on “Current Stuff”
                                                                              Offer Competition                                         Certainty

                                                                                 Source: “How Cloud Vendors lie to you and How they steal your money”
69 | 19-01-2012 | Carlos Veira Lorenzo                                           Simon Wardley. IPExpo, London. Oct 13, 2009.
Spain | Managed Services | Innovation & Architecture                             http://bit.ly/y2SCoi
Let’s recap » The Foundations
Cloud Computing fosters innovation




                                                                                                                                   Source: http://web.me.com/swardley/Site/BP180211Cycle.jpg
               Ubiquity




                                                                                                       Enables & Accelerates
                                                                                                        Creative Destruction
                                                                                                         Joseph Schumpeter, 1942
                                                                                                          Componentization
                                                                                                            Herbert Simon, 1973




                                                                                                              Certainty

                                                       Source: “How Cloud Vendors lie to you and How they steal your money”
70 | 19-01-2012 | Carlos Veira Lorenzo                 Simon Wardley. IPExpo, London. Oct 13, 2009.
Spain | Managed Services | Innovation & Architecture   http://bit.ly/y2SCoi
Let’s recap » The Foundations
In fact, it is a Building Block of the Future
                                                           http://cloudcomputing.sys-con.com/node/1939920




    Mobility B2C B2B
         Analytics         NFC
        Business Intelligence
    Big Data Internet of Things
          BYOC           M2M
              5 year projection …                      10 year projection …


71 | 19-01-2012 | Carlos Veira Lorenzo
Spain | Managed Services | Innovation & Architecture
Let’s recap » Market environment
the IT Industry is growing and getting restructured …




                                                       Private vs. Public

    Traditional IT/                           Hosted               Community       IaaS/PaaS/
    Private Cloud                              VPC                   Cloud            SaaS
                         “Price vs. Features” (Flexibility / Agility / Security)



72 | 19-01-2012 | Carlos Veira Lorenzo
Spain | Managed Services | Innovation & Architecture
Let’s recap » Market environment
There is room for everything!...




                                                       … our experience with Cloud Services is
                                                       and will be increasingly Hybrid!

 … but we don’t know the internal composition
 for our own context/market



                                                                 http://www.flickr.com/photos/evelynishere/3327074778/sizes/l/in/photostream/


73 | 19-01-2012 | Carlos Veira Lorenzo
Spain | Managed Services | Innovation & Architecture
Let’s recap » Decomposing Adoption
In fact, talking about “Cloud Adoption” is meaningless
                       2011         2012         2013   2014   2015   2016   2017   2018   2019   2020
SaaS       Public



PaaS       Public




 “There are no diseases, but patients”
     Private



IaaS       Public
                                            Analyze and speak about your own
                                            context/market: strategically & tactically

           Private




74 | 19-01-2012 | Carlos Veira Lorenzo
Spain | Managed Services | Innovation & Architecture
Let’s recap » Looking forward
In a “systemic” crisis context …




 Cloud Service Delivery can provide the
 cost efficiencies that we all need
 … because we also need have to get
 ready for a post-crisis context




                                                       http://www.flickr.com/photos/artemuestra/2941650098/sizes/m/in/photostream/


75 | 19-01-2012 | Carlos Veira Lorenzo
Spain | Managed Services | Innovation & Architecture
Let’s recap » Looking forward
    … just do things differently to obtain better results (hopefully)




     Not “IT Surgeons” any more!
     Let’s embrace the Power Shovel!
                           A different mindset can make the “magic” happen




http://www.flickr.com/photos/double-m2/4694962578/sizes/l/in/photostream/
http://www.flickr.com/photos/mad_house_photography/4411839186/sizes/l/in/photostream/


    76 | 19-01-2012 | Carlos Veira Lorenzo
    Spain | Managed Services | Innovation & Architecture
Let’s recap » Technology
 Different roles …



                                                … they all need have to know, though for
                                                different reasons
Consumers



                                       Service                              Technology
                                       Providers                            Providers



                                                            System
                                                            Integrators
 77 | 19-01-2012 | Carlos Veira Lorenzo
 Spain | Managed Services | Innovation & Architecture
Let’s recap » Technology
Consumers » Substantially different? Not really … You already (should) do it




 … they get the benefits:
 simplicity, agility, speed & cost effectiveness
                                     … but maturity will always be our duty: SLA’s,
                                     Security, Automation, Governance, …
                                                   … not a problem, just an opportunity!




                                                               http://www.flickr.com/photos/vgb-studios/6605427961/sizes/l/in/photostream/


78 | 19-01-2012 | Carlos Veira Lorenzo
Spain | Managed Services | Innovation & Architecture
Let’s recap » Technology
There are different Design Patterns when building Cloud Services …

  Cloud Architecture                                                                           Cloud(Enterprise Architecture)
  RAIN* Design                                                                                                                     Containerized Design
  Scale-out                                                                                                                  Unchanged Application Designs
  Designed for Failure at the Application Level                                                                           Underlying scale-out Infrastructure
  Stack of Commodity Components




                                                                                   vApp




                                                                                                            vApp




                                                                                                                                   vApp
                                                                                          Presentation              Presentation          Presentation


    Cloud Service                                                                         Application               Application           Application


                                                                                          Persistence               Persistence           Persistence
        vNode            vNode            vNode            vNode

                                                                                   Cloud Infrastructure Services

                                                                                                                                   Containerized Design
                                                                                                                              SSO* + Integrated BSS* & OSS*
                                                          EA*                                                                              Fabric Computing
                                              Layered Design
                                                 Limited Scale-out
                  Designed for Failure at the Infrastructure Level

                                                                     * RAIN: Redundant Array of Inexpensive Nodes
79 | 19-01-2012 | Carlos Veira Lorenzo                               * EA: Enterprise Architecture
Spain | Managed Services | Innovation & Architecture                 * SSO: Single Sign-On
                                                                     * OSS: Operational Support Services
                                                                     * BSS: Business Support Services
Let’s recap » Technology
There are different Design Patterns when building Cloud Services …




 Don’t take the “Easy/Fearful Path”!
                                                   … just do what it takes: look at your
                                                   Business and adjust your IT Strategy




                                                         * RAIN: Redundant Array of Inexpensive Nodes
80 | 19-01-2012 | Carlos Veira Lorenzo                   * EA: Enterprise Architecture
Spain | Managed Services | Innovation & Architecture     * SSO: Single Sign-On
                                                         * OSS: Operational Support Services
                                                         * BSS: Business Support Services
Let’s recap » Technology
Lock-in risks are not structurally “differential”: the ecosystem is just bigger




 Not everything is equally risky!
 Divide and Conquer!




                                                       ▶ Workflow & Process
             ▶ Element                                   Automation
                                                                                                 ▶ BPM*
               Management
                                                   “Orchestration”
                                                            * BPM: Business Process Management
81 | 19-01-2012 | Carlos Veira Lorenzo
Spain | Managed Services | Innovation & Architecture
Let’s recap » Technology
Lock-in risks are not structurally “differential”: the ecosystem is just bigger
http://thinkinbig.org/index.php/2011/05/thinking-about-cloud-strategy/




                                                                                     No mysteries, but traditional lock-
                                                                                     in mitigation techniques
… it is usually the price/elasticity
structure what “traps” you!




                                                                         http://blogs.the451group.com/information_management/2011/04/15/nosql-newsql-and-beyond/

                                                                            * OSS: Open Source Software
82 | 19-01-2012 | Carlos Veira Lorenzo
Spain | Managed Services | Innovation & Architecture
Let’s recap » Technology
Many subsystems, but not all of them are equally important …

Cloud Service/Fabric Controller

   VMWare            Microsoft         Citrix               RedHat                                                      SalesForce
                                                                                                        Amazon
   • vCloud          • System Center   • XenDesktop         • RHEV                                                       NetSuite
   • vSphere         • Hyper-V         • XenServer          • KVM/SPICE
                                                                                  OpenStack            RackSpace                          Traditional IT
                                                                                                                           SAP
   • vFabric         • Azure           • Cloud.com          • OpenShift                                    …
                                                                                                                            …




Business Support Services                             … there is no single or right answer!
                                                                                                                                              SAL
           SAL             SAL                  SAL               SAL                   SAL               SAL              SAL
                                                                                                                                         Accounting
       Service                                                                                                                           • Payables
                        Ordering            Pricing              Rating                Billing           Metering       Entitlement
       Catalog                                                                                                                           • Receivables
                                                                                                                                         • Clearing


Operational Support Services
           SAL          SAL            SAL
                                   Service                 SAL              SAL                  SAL            SAL           SAL              SAL
                                   Desk
                     Service                                                                Capacity &                    Provisioning        Service
   Self-Service                    • Incidents         Configuration      Monitoring       Performance      Licensing       & LCM
   Portal           Automation                                                                                                                 Level
                                   • Problems
   • API                           • Changes




83 | 19-01-2012 | Carlos Veira Lorenzo
Spain | Managed Services | Innovation & Architecture
Let’s recap » Technology
    It is, actually, an ecosystem: a complex a multi-level, multi-domain mesh …



                                                                                                        
                                                                               … where transparency is key!
                                                                         … with impact on contracts,
                                                                         customer expectations and UX*!
                                                              
      … but, fortunately, not every
      relationship matters the same

http://www.flickr.com/photos/smemon/5983673322/sizes/o/in/photostream/
                                                                                                 
                                                                         * UX: User eXperience
   84 | 19-01-2012 | Carlos Veira Lorenzo
   Spain | Managed Services | Innovation & Architecture
Let’s recap » Technology
The risk of new customer-based silos is very real …




                                                                                                             Customer A
                                                                                     Customer N


   Competition requires freedom for further                                                       Service
                                                                                                  Provider
   Innovation                           …                                                                      Customer B


                                               … it is a “World of Terms & Conditions”, not
                                               a “World of RFPs*”!     Customer C



                                                       * RFP: Request for Proposal
85 | 19-01-2012 | Carlos Veira Lorenzo
Spain | Managed Services | Innovation & Architecture
Everyone has the challenge … even us!
It requires continuous self-reinvention …




  ▶Complete and Solid                                  ▶Internal Transformation++
   Portfolio … but, this is not                        ▶Maturity++
   about Marketing …                                   ▶Cultural Revolution++
86 | 19-01-2012 | Carlos Veira Lorenzo
Spain | Managed Services | Innovation & Architecture
Thanks

                                                                For more information please contact:
                                                                Carlos Veira Lorenzo
                                                                carlos.veira@atos.net
                                                                twitter: @cveira
                                                                +34 695 671 417

                                                                Atos Spain S.A.
                                                                Albarracín 25
                                                                20037, Madrid
 www.atos.net
                                                                                                       http://www.flickr.com/photos/granpapa/299317857/sizes/l/in/photostream/

Atos, the Atos logo, Atos Consulting, Atos Worldline, Atos Sphere, Atos Cloud and Atos WorldGrid
are registered trademarks of Atos SA. July 2011
© 2011 Atos. Confidential information owned by Atos, to be used by the recipient only. This document, or any part of it,
may not be reproduced, copied, circulated and/or distributed nor quoted without prior written approval from Atos.

Your business technologists. Powering progress
    | 19-01-2012 | Carlos Veira Lorenzo
Spain | Managed Services | Innovation & Architecture

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Cloud Computing Vision or Reality

  • 1. 19-01-2012 Your business technologists. Powering progress | 19-01-2012 | Carlos Veira Lorenzo Spain | Managed Services | Innovation & Architecture
  • 2. The Context… Conditions of too much uncertainty ▶Buzzword + hype – own convenience (even us) ▶Cloud is young and complex concept – “lack” of history – it is still changing ▶Markets = non-additive ecosystems – dynamic, complex and interrelated – credible/workable comparisons? – everyone claims to be a “leader” 2 | 19-01-2012 | Carlos Veira Lorenzo Spain | Managed Services | Innovation & Architecture
  • 3. Our journey … The Decomposing Looking Inside Foundations Adoption Forward Technology http://www.flickr.com/photos/esparta/4111703709/ 3 | 19-01-2012 | Carlos Veira Lorenzo Spain | Managed Services | Innovation & Architecture
  • 4. The Foundations » Definition What it IS Cloud Computing “The Transition of the IT Industry from a Product-based to a Service-based Economy” Source: “How Cloud Vendors lie to you and How they steal your money” 4 | 19-01-2012 | Carlos Veira Lorenzo Simon Wardley. IPExpo, London. Oct 13, 2009. Spain | Managed Services | Innovation & Architecture http://bit.ly/y2SCoi
  • 5. The Foundations » Definition What it IS NOT Cloud Computing “The Transition of the IT Industry from a Product-based to a ▶ “IaaS”, “PaaS” or “SaaS” Service-based Economy” ▶ Virtualization + Data Center Automation ▶ Rebranding what we currently do ▶ Outsourcing Source: “How Cloud Vendors lie to you and How they steal your money” 5 | 19-01-2012 | Carlos Veira Lorenzo Simon Wardley. IPExpo, London. Oct 13, 2009. Spain | Managed Services | Innovation & Architecture http://bit.ly/y2SCoi
  • 6. The Foundations » Definition Essential Characteristics Market Competition Economies of Scale Automation Rapid Provisioning Economy Productivity Built-to-Stock Pay-per-use Commodities Infraestructure Scale-Out Components Resource-Pools Architecture Agility Security for Failure’ Convergence Multi-Tenancy Delivery Simplicity On-Demand ‘Designed Elasticity Self-Service 6 | 19-01-2012 | Carlos Veira Lorenzo Spain | Managed Services | Innovation & Architecture
  • 7. The Foundations » Commoditization It is the Life Cycle of any Object and/or Business Activity Source: http://web.me.com/swardley/Site/BP180211Cycle.jpg Ubiquity Utilities Commodity Product Services Custom Built Innovation Certainty Source: “How Cloud Vendors lie to you and How they steal your money” 7 | 19-01-2012 | Carlos Veira Lorenzo Simon Wardley. IPExpo, London. Oct 13, 2009. Spain | Managed Services | Innovation & Architecture http://bit.ly/y2SCoi
  • 8. The Foundations » Commoditization Examples » The Electricity Source: http://web.me.com/swardley/Site/BP180211Cycle.jpg Ubiquity National Grid Westinghouse (1890) Hippolyte Pixii (1830) Wollaston (1821) Certainty Source: “How Cloud Vendors lie to you and How they steal your money” 8 | 19-01-2012 | Carlos Veira Lorenzo Simon Wardley. IPExpo, London. Oct 13, 2009. Spain | Managed Services | Innovation & Architecture http://bit.ly/y2SCoi
  • 9. The Foundations » Commoditization Examples » The Journalism Source: http://web.me.com/swardley/Site/BP180211Cycle.jpg Twitter Ubiquity Blogs Television Radio Printed Press Towncrier Certainty Source: “How Cloud Vendors lie to you and How they steal your money” 9 | 19-01-2012 | Carlos Veira Lorenzo Simon Wardley. IPExpo, London. Oct 13, 2009. Spain | Managed Services | Innovation & Architecture http://bit.ly/y2SCoi
  • 10. The Foundations » Commoditization Examples » The CRM Source: http://web.me.com/swardley/Site/BP180211Cycle.jpg SalesForce.com (2002) Ubiquity Siebel (1994) Marketing Databases (80s) Customer Lists (80s) Certainty Source: “How Cloud Vendors lie to you and How they steal your money” 10 | 19-01-2012 | Carlos Veira Lorenzo Simon Wardley. IPExpo, London. Oct 13, 2009. Spain | Managed Services | Innovation & Architecture http://bit.ly/y2SCoi
  • 11. The Foundations » Commoditization Examples » The IT Infrastructure Source: http://web.me.com/swardley/Site/BP180211Cycle.jpg Amazon EC2 Ubiquity Commoditized HW IBM 650 (1954) LEO (1949) Z3 (1941) Certainty Source: “How Cloud Vendors lie to you and How they steal your money” 11 | 19-01-2012 | Carlos Veira Lorenzo Simon Wardley. IPExpo, London. Oct 13, 2009. Spain | Managed Services | Innovation & Architecture http://bit.ly/y2SCoi
  • 12. The Foundations » Commoditization … a transition, an evolution … Source: http://web.me.com/swardley/Site/BP180211Cycle.jpg … as a Service Ubiquity Utilities Commodity … as a Product Product Services Custom Built Innovation Certainty Source: “How Cloud Vendors lie to you and How they steal your money” 12 | 19-01-2012 | Carlos Veira Lorenzo Simon Wardley. IPExpo, London. Oct 13, 2009. Spain | Managed Services | Innovation & Architecture http://bit.ly/y2SCoi
  • 13. The Foundations » Commoditization … driven by market competition … Source: http://web.me.com/swardley/Site/BP180211Cycle.jpg Ubiquity++ Ubiquity Demand for ”New Stuff” Demand Competition Funcionality++ Improvements on “Current Stuff” Offer Competition Certainty Source: “How Cloud Vendors lie to you and How they steal your money” 13 | 19-01-2012 | Carlos Veira Lorenzo Simon Wardley. IPExpo, London. Oct 13, 2009. Spain | Managed Services | Innovation & Architecture http://bit.ly/y2SCoi
  • 14. The Foundations » Commoditization … wich splits markets among Leaders and Followers … Source: http://web.me.com/swardley/Site/BP180211Cycle.jpg ‘Competitors’ Ubiquity Demand for ”New Stuff” Demand Competition Competitive Disadvantage ‘We’ Improvements on “Current Stuff” Offer Competition Certainty Source: “How Cloud Vendors lie to you and How they steal your money” 14 | 19-01-2012 | Carlos Veira Lorenzo Simon Wardley. IPExpo, London. Oct 13, 2009. Spain | Managed Services | Innovation & Architecture http://bit.ly/y2SCoi
  • 15. The Foundations » Commoditization … so that we don’t really have a choice … Source: http://web.me.com/swardley/Site/BP180211Cycle.jpg ‘Competitors’ Ubiquity … but keep up with changes… ‘Red Queen Hypothesis’ Leigh Van Valen (1973) ‘We’ Certainty Source: “How Cloud Vendors lie to you and How they steal your money” 15 | 19-01-2012 | Carlos Veira Lorenzo Simon Wardley. IPExpo, London. Oct 13, 2009. Spain | Managed Services | Innovation & Architecture http://bit.ly/y2SCoi
  • 16. The Foundations » Commoditization … but fosters Innovation through Creative Destruction & Componentization Source: http://web.me.com/swardley/Site/BP180211Cycle.jpg Ubiquity Enables & Accelerates Creative Destruction Joseph Schumpeter, 1942 Componentization Herbert Simon, 1973 Certainty Source: “How Cloud Vendors lie to you and How they steal your money” 16 | 19-01-2012 | Carlos Veira Lorenzo Simon Wardley. IPExpo, London. Oct 13, 2009. Spain | Managed Services | Innovation & Architecture http://bit.ly/y2SCoi
  • 17. The Foundations » Commoditization The Innovation Cycle: examples » outside.in Source: http://web.me.com/swardley/Site/BP180211Cycle.jpg “… Steven Johnson Ubiquity launched outside.in with 60K $ from a private investor … It would have costed 50M $ just 5 years before …” What Would Google Do? Jeff Jarvis (2009) Creative Destruction Componentization Certainty 17 | 19-01-2012 | Carlos Veira Lorenzo Spain | Managed Services | Innovation & Architecture
  • 18. The Foundations » Commoditization The Innovation Cycle: examples » the rise of Search Engines … National Electrical Grid Ubiquity Internet Commoditized HW Source: http://web.me.com/swardley/Site/BP180211Cycle.jpg Search Engines Certainty 18 | 19-01-2012 | Carlos Veira Lorenzo Spain | Managed Services | Innovation & Architecture
  • 19. The Foundations » Commoditization It changes consumption expectations … Source: http://web.me.com/swardley/Site/BP180211Cycle.jpg Ubiquity + Efficiency + Consumption < Cost/Unit + Units Consummed > Global Expenditure “Technological progress that increases the efficiency with which a resource is used tends to increase the rate of consumption of that resource” The ‘Jevons Paradox’ William Stanley Jevons (1865) Certainty Source: “How Cloud Vendors lie to you and How they steal your money” 19 | 19-01-2012 | Carlos Veira Lorenzo Simon Wardley. IPExpo, London. Oct 13, 2009. Spain | Managed Services | Innovation & Architecture http://bit.ly/y2SCoi
  • 20. The Foundations » Commoditization … changing our current structural limits too … Importance Current IT Limits Unmet Demand Projects Source: “How Cloud Vendors lie to you and How they steal your money” 20 | 19-01-2012 | Carlos Veira Lorenzo Simon Wardley. IPExpo, London. Oct 13, 2009. Spain | Managed Services | Innovation & Architecture http://bit.ly/y2SCoi
  • 21. The Foundations » Commoditization IT becomes a “Cost of doing Business”, rather than a “Strategic Asset” “… there is no direct relation Source: http://web.me.com/swardley/Site/BP180211Cycle.jpg Ubiquity between spending on computers, profits or productivity” The Business Value of Computers Volume Market Paul Strassmann (1990) http://www.infoeconomics.com/business-value.php “... as they become ubiquitous - they become commodity inputs. From a strategic standpoint, they become invisible; they no longer Value Market matter” IT Doesn’t Matter Nicholas Carr (2003) http://www.nicholasgcarr.com/articles/matter.html Certainty Source: “How Cloud Vendors lie to you and How they steal your money” 21 | 19-01-2012 | Carlos Veira Lorenzo Simon Wardley. IPExpo, London. Oct 13, 2009. Spain | Managed Services | Innovation & Architecture http://bit.ly/y2SCoi
  • 22. The Foundations » Commoditization In fact, Cloud Computing is about Balancing Risks and Opportunities … Commoditization Economies of Scale Decision Transition Confusion Outsourcing Suitability Governance Pay per Use • Management, Leadership, Control Competence Focus on Core Confidence Cautivity Speed Security Innovation Transparency Strategic Control Source: “How Cloud Vendors lie to you and How they steal your money” 22 | 19-01-2012 | Carlos Veira Lorenzo Simon Wardley. IPExpo, London. Oct 13, 2009. Spain | Managed Services | Innovation & Architecture http://bit.ly/y2SCoi
  • 23. The Foundations » Commoditization … but just remember … Source: http://web.me.com/swardley/Site/BP180211Cycle.jpg ‘Competitors’ Ubiquity … we don’t really have a choice but keep up with ‘We’ changes… ‘Red Queen Hypothesis’ Leigh Van Valen (1973) Certainty Source: “How Cloud Vendors lie to you and How they steal your money” 23 | 19-01-2012 | Carlos Veira Lorenzo Simon Wardley. IPExpo, London. Oct 13, 2009. Spain | Managed Services | Innovation & Architecture http://bit.ly/y2SCoi
  • 24. Market Environment » General Outlook The same way the Transport Industry delivers people and “things” … Private vs. Public Car Shuttle Bus Plane “Price vs. Features” (Flexibility / Agility / Security) 24 | 19-01-2012 | Carlos Veira Lorenzo Spain | Managed Services | Innovation & Architecture
  • 25. Market Environment » General Outlook … the IT Industry will do it too … Private vs. Public Traditional IT/ Hosted Community IaaS/PaaS/ Private Cloud VPC* Cloud SaaS “Price vs. Features” (Flexibility / Agility / Security) * VPC: Virtual Private Cloud 25 | 19-01-2012 | Carlos Veira Lorenzo Spain | Managed Services | Innovation & Architecture
  • 26. Market Environment » General Outlook … though we are still in the early stages of adoption … Private Hosted Community XaaS Cloud VPC Cloud 26 | 19-01-2012 | Carlos Veira Lorenzo Spain | Managed Services | Innovation & Architecture
  • 27. Market Environment » General Outlook Adoption is a complex, multidimensional phenomenon … Private Hosted Community XaaS Cloud VPC Cloud Market Segment / Business Activity / Service Type Customer/Company Profile Country(s)/Location(s) 27 | 19-01-2012 | Carlos Veira Lorenzo Spain | Managed Services | Innovation & Architecture
  • 28. Market Environment » General Outlook … and every Business has its own Technology Mix … Private Hosted Community XaaS Cloud VPC Cloud Company B Company D Company D Company C Company B Company C Company D Company B Company C Company B Company C Company D Company A Company A Company A Company A 28 | 19-01-2012 | Carlos Veira Lorenzo Spain | Managed Services | Innovation & Architecture
  • 29. Market Environment » General Outlook … evolving with time, in line with each Business Strategy (hopefully) Private Hosted Community XaaS Cloud VPC Cloud Company D Company B Company C Company D Company B Company C Company D Company B Company C Company B Company C Company D Company A Company A Company A Company A 29 | 19-01-2012 | Carlos Veira Lorenzo Spain | Managed Services | Innovation & Architecture
  • 30. Market Environment » General Outlook ... so, there is room for everything!... The same way IT is an heterogeneous environment today … … our experience with Cloud Services is and will be increasingly Hybrid! … what we don’t know is the internal composition for our own context/market http://www.flickr.com/photos/evelynishere/3327074778/sizes/l/in/photostream/ 30 | 19-01-2012 | Carlos Veira Lorenzo Spain | Managed Services | Innovation & Architecture
  • 31. Market Environment » Decomposing Adoption Projection exercise » Company Size, Delivery Type & Adoption Rate 2011 2012 2013 2014 2015 2016 2017 2018 2019 2020 SaaS Public Mobility Q Verticals PaaS Public M SaaS Q Private L PaaS M Q IaaS Public Projects Q PoCs SaaS/PaaS Verticals M Q L Capacity Verticals, VDI M Q Private Q DCiaB Virt2IaaS DCiaB, VDI M Q L Verticals M Q 31 | 19-01-2012 | Carlos Veira Lorenzo Spain | Managed Services | Innovation & Architecture
  • 32. Market Environment » Decomposing Adoption … but cross-service interactions can accelerate adoption » Look-out! 2011 2012 2013 2014 2015 2016 2017 2018 2019 2020 SaaS Public PaaS Public Private Third Parties can also start activities in the IaaS Public Cloud because of interactions with you! Private 32 | 19-01-2012 | Carlos Veira Lorenzo Spain | Managed Services | Innovation & Architecture
  • 33. Market Environment » Decomposing Adoption … but uncertainty is everywhere » non linear behavior + high deviation 2011 2012 2013 2014 2015 2016 2017 2018 2019 2020 SaaS Public PaaS Public Private IaaS Public Private 33 | 19-01-2012 | Carlos Veira Lorenzo Spain | Managed Services | Innovation & Architecture
  • 34. Market Environment » Decomposing Adoption Bottom line: talking about “Cloud Adoption” is meaningless 2011 2012 2013 2014 2015 2016 2017 2018 2019 2020 SaaS Public PaaS Public “There are no diseases, but patients” Private IaaS Public Analyze and speak about your own context/market: strategically & tactically Private 34 | 19-01-2012 | Carlos Veira Lorenzo Spain | Managed Services | Innovation & Architecture
  • 35. Market Environment » Looking forward The Cloud is a Building Block of the Future » Gartner http://cloudcomputing.sys-con.com/node/1939920 5 year projection … 10 year projection … 35 | 19-01-2012 | Carlos Veira Lorenzo Spain | Managed Services | Innovation & Architecture
  • 36. Market Environment » Looking forward The Cloud is a Building Block of the Future » Gartner http://cloudcomputing.sys-con.com/node/1939920 Mobility B2C B2B Analytics NFC Business Intelligence Big Data Internet of Things BYOC M2M 5 year projection … 10 year projection … 36 | 19-01-2012 | Carlos Veira Lorenzo Spain | Managed Services | Innovation & Architecture
  • 37. Market Environment » Looking forward The Cloud is a Building Block of the Future » Atos LookOut Radars http://lookout.atosconsulting.com/radars/ 37 | 19-01-2012 | Carlos Veira Lorenzo Spain | Managed Services | Innovation & Architecture
  • 38. Market Environment » Looking forward The Cloud is a Building Block of the Future » Atos LookOut Radars Smart Objects Wearable Computing Context-Aware Crowdsourcing Zero Tolerance Robotics Ubiquitous Connectivity Digitally Connected Society http://lookout.atosconsulting.com/radars/ 38 | 19-01-2012 | Carlos Veira Lorenzo Spain | Managed Services | Innovation & Architecture
  • 39. Market Environment » Looking forward IT Industry growth model » Less “Bodies” = Services++ & Technology++ Cloud Computing Outsourcing / Services Professional Services Time 39 | 19-01-2012 | Carlos Veira Lorenzo Spain | Managed Services | Innovation & Architecture
  • 40. Market Environment » Looking forward … growth in a “systemic” crisis context … are you kidding me? Cloud Service Delivery can provide the cost efficiencies that we all need But!: we also need have to get ready for a post-crisis context http://www.flickr.com/photos/artemuestra/2941650098/sizes/m/in/photostream/ 40 | 19-01-2012 | Carlos Veira Lorenzo Spain | Managed Services | Innovation & Architecture
  • 41. Market Environment » Looking forward … just do things differently to obtain better results (hopefully) Not “IT Surgeons” any more! Let’s embrace the Power Shovel! A different mindset can make the “magic” happen http://www.flickr.com/photos/double-m2/4694962578/sizes/l/in/photostream/ http://www.flickr.com/photos/mad_house_photography/4411839186/sizes/l/in/photostream/ 41 | 19-01-2012 | Carlos Veira Lorenzo Spain | Managed Services | Innovation & Architecture
  • 42. Technology » Market roles The Cloud Computing “Sphere” Consumers Service Technology Providers Providers System Integrators 42 | 19-01-2012 | Carlos Veira Lorenzo Spain | Managed Services | Innovation & Architecture
  • 43. Technology » Market roles Consumers » Substantially different? Not really … You already (should) do it … they get the benefits: simplicity, agility, speed & cost effectiveness … but maturity will always be our duty: SLA’s, Security, Automation, Governance, … … not a problem, just an opportunity! http://www.flickr.com/photos/vgb-studios/6605427961/sizes/l/in/photostream/ 43 | 19-01-2012 | Carlos Veira Lorenzo Spain | Managed Services | Innovation & Architecture
  • 44. Technology » Market roles Let’s talk about the details: let’s talk about Technology ;-) Service Providers http://www.flickr.com/photos/vgb-studios/6605420695/sizes/l/in/photostream/ They also have to know! System Integrators http://www.flickr.com/photos/vgb-studios/6605408553/sizes/l/in/photostream/ Technology Providers http://www.flickr.com/photos/vgb-studios/6605437513/sizes/l/in/photostream/ 44 | 19-01-2012 | Carlos Veira Lorenzo Spain | Managed Services | Innovation & Architecture
  • 45. Technology » A Technical Architecture Perspective It’s Services what drive Designs, not the opposite » EA won’t disappear Cloud Architecture Cloud(Enterprise Architecture) RAIN* Design Containerized Design Scale-out Unchanged Application Designs Designed for Failure at the Application Level Underlying scale-out Infrastructure Stack of Commodity Components vApp vApp vApp Presentation Presentation Presentation Cloud Service Application Application Application Persistence Persistence Persistence vNode vNode vNode vNode Cloud Infrastructure Services Containerized Design SSO* + Integrated BSS* & OSS* EA* Fabric Computing Layered Design Limited Scale-out Designed for Failure at the Infrastructure Level * RAIN: Redundant Array of Inexpensive Nodes 45 | 19-01-2012 | Carlos Veira Lorenzo * EA: Enterprise Architecture Spain | Managed Services | Innovation & Architecture * SSO: Single Sign-On * OSS: Operational Support Services * BSS: Business Support Services
  • 46. Technology » A Technical Architecture Perspective Different worlds … different Business Strategies Cloud Architecture Cloud(Enterprise Architecture) ▲Cheap Technologies ▼Costly! – Commodity DC* + HW + OSS* – Enterprise DC* + HW + COTS* Layers – Increasingly bigger with Time & Scale! ▶Ad-hoc Applications & ▲IT Investment Protection Infrastructure – Skills + Engineering Patterns & Practices – Skilled Teams + New/Evolved Processes – Virtualization + New/Evolved Processes – “DevOps”: boundaries gets blurred ▶Infrastructure-based ▲Service-based Automation Automation – Infrastructure semantics can be ignored – Infrastructure semantics matter – Business-oriented semantics! – Infrastructure-oriented semantics – Virtualization silos * OSS: Open Source Software 46 | 19-01-2012 | Carlos Veira Lorenzo * COTS: Commercial Of The Shelf Spain | Managed Services | Innovation & Architecture * DC: Data Cener
  • 47. Technology » A Technical Architecture Perspective Different worlds … different Business Strategies Cloud Architecture Cloud(Enterprise Architecture) ▲Commodities don’t care ▼IaaS don’t care about about Feature Feature Differentiation on Differentiation COTS – Commodity DC + HW + OSS – Multivendor IaaS “standardize” APIs on commonalities; (i.e: OpenStack) Why invest in “Products” for “Features” that we will never use? 47 | 19-01-2012 | Carlos Veira Lorenzo Spain | Managed Services | Innovation & Architecture
  • 48. Technology » A Technical Architecture Perspective The World is not static » Enterprise Apps “consume” new Tech “on Upgrade” EA Solutions will, eventually, became SaaS EA Layered Design Technology Builders 48 | 19-01-2012 | Carlos Veira Lorenzo Spain | Managed Services | Innovation & Architecture
  • 49. Technology » A Technical Architecture Perspective Lock-in Risks not structurally “differential”: the ecosystem is just bigger IaaS SaaS/BPaaS Infrastructure Service/Application ▶ Product ▶ Vertical Industry ▶ Standard Behaviors Information ▶ Not everything is equally Architecture Transports risky! ▶ Data Brokers/Exchangers ▶ Infrastructure Structural ▶ Mix of Technology Formats ▶ Code - Divide and Conquer! Semantics ▶ Web Services Risk and Labor ▶ Patterns ▶ Product Settings ▶ Information Schemas ▶ Labor Intensive + ▶ Hard-coded ▶ Technology Intensive Map ▶ Scripts Mappings ▶ Infrastructure ▶ Semantic ▶ Ad-hoc Data Products/Services Mappings Transformations Managed Services Systems Integration “World of Products” “World of Code” 49 | 19-01-2012 | Carlos Veira Lorenzo Spain | Managed Services | Innovation & Architecture
  • 50. Technology » A Technical Architecture Perspective Lock-in Risks not structurally “differential”: the ecosystem is just bigger It doesn’t exist a clearly “Functional Frontier” for each Technology Domain! ▶ Workflow & Process ▶ Element Automation ▶ BPM* Management “Orchestration” * BPM: Business Process Management 50 | 19-01-2012 | Carlos Veira Lorenzo Spain | Managed Services | Innovation & Architecture
  • 51. Technology » A Technical Architecture Perspective Lock-in risks are not structurally “differential”: the ecosystem is just bigger An Appliance Strategy can simplify EA Every component evolves and changes with time! CSA* EA Legacy Systems * CSA: Client/Server Architecture 51 | 19-01-2012 | Carlos Veira Lorenzo Spain | Managed Services | Innovation & Architecture
  • 52. Technology » A Technical Architecture Perspective Lock-in risks are not structurally “differential”: the ecosystem is just bigger http://thinkinbig.org/index.php/2011/05/thinking-about-cloud-strategy/ http://blogs.the451group.com/information_management/2011/04/15/nosql-newsql-and-beyond/ * OSS: Open Source Software 52 | 19-01-2012 | Carlos Veira Lorenzo Spain | Managed Services | Innovation & Architecture
  • 53. Technology » A Technical Architecture Perspective Lock-in risks are not structurally “differential”: the ecosystem is just bigger http://thinkinbig.org/index.php/2011/05/thinking-about-cloud-strategy/ » Explosion of Data Persistence Services » Massive scale-out/elastic semantics Mitigation: OSS*; Engineering patterns; Technology ubiquity degree; vendor selection http://blogs.the451group.com/information_management/2011/04/15/nosql-newsql-and-beyond/ * OSS: Open Source Software 53 | 19-01-2012 | Carlos Veira Lorenzo Spain | Managed Services | Innovation & Architecture
  • 54. Technology » A Technical Architecture Perspective Subsystem Map for Hybrid, Multi-Cloud, and Multi-Technology Environment Cloud Service/Fabric Controller VMWare Microsoft Citrix RedHat SalesForce Amazon • vCloud • System Center • XenDesktop • RHEV NetSuite • vSphere • Hyper-V • XenServer • KVM/SPICE OpenStack RackSpace Traditional IT SAP • vFabric • Azure • Cloud.com • OpenShift … … ESB*/EAI* Business Support Services SAL* SAL* SAL* SAL* SAL* SAL* SAL* SAL* Accounting Service • Payables Ordering Pricing Rating Billing Metering Entitlement Catalog • Receivables • Clearing Operational Support Services SAL* SAL* SAL* Service SAL* SAL* SAL* SAL* SAL* SAL* Desk Service Capacity & Provisioning Service Self-Service • Incidents Configuration Monitoring Performance Licensing & LCM Portal Automation Level • Problems • API • Changes * SAL: Service Abstraction/Adaptation Layer 54 | 19-01-2012 | Carlos Veira Lorenzo * ESB: Enterprise Service Bus Spain | Managed Services | Innovation & Architecture * EAI: Enterprise Application Integration
  • 55. Technology » A Technical Architecture Perspective It is a (complex) Cloud Ecosystem has his own Life Cycle … Cloud Service/Fabric Controller VMWare Microsoft Citrix RedHat SalesForce Amazon • vCloud • System Center • XenDesktop • RHEV NetSuite • vSphere • Hyper-V • XenServer • KVM/SPICE OpenStack RackSpace Traditional IT SAP • vFabric • Azure • Cloud.com • OpenShift … … ESB*/EAI* Business Support Services SAL* SAL* SAL* … Evolves SAL* time asynchronously ! SAL* with SAL* SAL* SAL* Accounting Service • Payables Ordering Pricing Rating Billing Metering Entitlement Catalog • Receivables • Clearing Operational Support Services SAL* SAL* SAL* Service SAL* SAL* SAL* SAL* SAL* SAL* Desk Service Capacity & Provisioning Service Self-Service • Incidents Configuration Monitoring Performance Licensing & LCM Portal Automation Level • Problems • API • Changes * SAL: Service Abstraction/Adaptation Layer 55 | 19-01-2012 | Carlos Veira Lorenzo * ESB: Enterprise Service Bus Spain | Managed Services | Innovation & Architecture * EAI: Enterprise Application Integration
  • 56. Technology » A Technical Architecture Perspective … fortunately, there are different Priorities, Risks, Efforts & Maturity Cloud Service/Fabric Controller VMWare Microsoft Citrix RedHat SalesForce Amazon • vCloud • System Center • XenDesktop • RHEV NetSuite • vSphere • Hyper-V • XenServer • KVM/SPICE OpenStack RackSpace Traditional IT SAP • vFabric • Azure • Cloud.com • OpenShift … … Business Support Services Changes with every Customer and Service Provider! … SAL SAL SAL SAL SAL SAL SAL SAL Accounting Service Catalog Ordering … There is no single or right answer! Pricing Rating Billing Metering Entitlement • Payables • Receivables • Clearing Operational Support Services SAL SAL SAL Service SAL SAL SAL SAL SAL SAL Desk Service Capacity & Provisioning Service Self-Service • Incidents Configuration Monitoring Performance Licensing & LCM Portal Automation Level • Problems • API • Changes 56 | 19-01-2012 | Carlos Veira Lorenzo Spain | Managed Services | Innovation & Architecture
  • 57. Technology » A Technical Architecture Perspective Customer Requirements are/should be a “World of Terms & Conditions” The risk of new customer-based silos is very real … Customer N Customer A Difficult to achieve standardization, Service Provider industrialization and further Innovation … Customer B …not a “WorldCustomer C of RFPs*”! * RFP: Request for Proposal 57 | 19-01-2012 | Carlos Veira Lorenzo Spain | Managed Services | Innovation & Architecture
  • 58. Technology » A Technical Architecture Perspective Opening to a wider landscape » A complex ecosystem of federated services ▶ A federation of live components ▶ A (eco)system by itself ▶ Asynchronous & chaotic behavior ▶ Complex & heterogeneous in nature Complexity evolves Asynchronous with time! 58 | 19-01-2012 | Carlos Veira Lorenzo Spain | Managed Services | Innovation & Architecture
  • 59. Technology » A Technical Architecture Perspective The asynchronous “ocean” of Cloud orchestration complexity … Countries/Regions (R) Potential Complexity = C * R * S Customers (C) Service Providers (S) http://www.flickr.com/photos/smemon/5983673322/sizes/o/in/photostream/ 59 | 19-01-2012 | Carlos Veira Lorenzo Spain | Managed Services | Innovation & Architecture
  • 60. Technology » A Technical Architecture Perspective … it is, actually, a multi-level mesh …    http://www.flickr.com/photos/smemon/5983673322/sizes/o/in/photostream/  60 | 19-01-2012 | Carlos Veira Lorenzo Spain | Managed Services | Innovation & Architecture
  • 61. Technology » A Technical Architecture Perspective … it is, actually, a multi-level mesh …   Business transparency is key!  http://www.flickr.com/photos/smemon/5983673322/sizes/o/in/photostream/  61 | 19-01-2012 | Carlos Veira Lorenzo Spain | Managed Services | Innovation & Architecture
  • 62. Technology » A Technical Architecture Perspective … and a multi-domain one … Orchestration Orchestration Domain Domain It has impact on contracts, customer expectations and UX*! Orchestration Choreography Domain Domain http://www.flickr.com/photos/smemon/5983673322/sizes/o/in/photostream/ * UX: User eXperience 62 | 19-01-2012 | Carlos Veira Lorenzo Spain | Managed Services | Innovation & Architecture
  • 63. Technology » A Technical Architecture Perspective … fortunately, not every relationship matters the same ▶ Consolidated Command & Control + Read-only Billing ▶ Infrastructure Semantics Public ▶ Consolidated Command & Control + Read-only Billing Private IaaS ▶ Infrastructure Semantics ▶ Unified Service Desk Experience ▶ Unified Read-only Risk/Audit Dashboard ▶ Unified Read-only Service Dashboard ▶ C&C* Run-time Advisor*** ▶ Service Benchmarking Hybrid ▶ Unified Billing (?) ▶ Consolidated Command & Control + Read-only Billing ▶ Infrastructure Semantics Prioritization + read-only aggregation ▶ Consolidated Command & Control + Read-only Billing PaaS ▶ Infrastructure + Object Semantics ▶ Unified Read-only Service Dashboard ▶ Unified Read-only Business Dashboard** ▶ C&C* Run-time Advisor*** ▶ Service Benchmarking ▶ Unified Read-only Risk/Audit Dashboard ▶ Unified Billing (?) ▶ Consolidated Command & Control for certain Application Domains SaaS/BPaa ▶ Consolidated Read-only Billing ▶ Service Semantics ▶ Consolidated C&C* for more App Domains Now! S ▶ Unified Read-only Service Dashboard ▶ Unified Read-only Business Dashboard** ▶ C&C* Run-time Advisor*** ▶ Service Benchmarking ▶ Unified Read-only Risk/Audit Dashboard ▶ Unified Billing (?) * C&C: Command & Control 63 | 19-01-2012 | Carlos Veira Lorenzo ** Requires Application Instrumentation + Integration Spain | Managed Services | Innovation & Architecture *** Requires Run-time Analytics
  • 64. Let’s recap! http://www.flickr.com/photos/duncanh1/5471899402/sizes/l/in/photostream/ 64 | 19-01-2012 | Carlos Veira Lorenzo Spain | Managed Services | Innovation & Architecture
  • 65. Let’s recap » The Foundations Cloud Computing it is about the commoditization of the IT Industry Source: http://web.me.com/swardley/Site/BP180211Cycle.jpg Ubiquity Utilities Commodity Product Services Custom Built Innovation Certainty Source: “How Cloud Vendors lie to you and How they steal your money” 65 | 19-01-2012 | Carlos Veira Lorenzo Simon Wardley. IPExpo, London. Oct 13, 2009. Spain | Managed Services | Innovation & Architecture http://bit.ly/y2SCoi
  • 66. Let’s recap » The Foundations Cloud Computing it is about the commoditization of the IT Industry Source: http://web.me.com/swardley/Site/BP180211Cycle.jpg Ubiquity XaaS is now possible because many IT Activities have Utilities entered a Commodity Stage Commodity Product Services Custom Built Innovation Certainty Source: “How Cloud Vendors lie to you and How they steal your money” 66 | 19-01-2012 | Carlos Veira Lorenzo Simon Wardley. IPExpo, London. Oct 13, 2009. Spain | Managed Services | Innovation & Architecture http://bit.ly/y2SCoi
  • 67. Let’s recap » The Foundations It is driven by Market Competition … Source: http://web.me.com/swardley/Site/BP180211Cycle.jpg Ubiquity++ Ubiquity Demand for ”New Stuff” Demand Competition Funcionality++ Improvements on “Current Stuff” Offer Competition Certainty Source: “How Cloud Vendors lie to you and How they steal your money” 67 | 19-01-2012 | Carlos Veira Lorenzo Simon Wardley. IPExpo, London. Oct 13, 2009. Spain | Managed Services | Innovation & Architecture http://bit.ly/y2SCoi
  • 68. Let’s recap » The Foundations … and though it is about Balancing Risks and Opportunities … Commoditization Economies of Scale Decision Transition Confusion Outsourcing Suitability Governance Pay per Use • Management, Leadership, Control Competence Focus on Core Confidence Cautivity Speed Security Innovation Transparency Strategic Control Source: “How Cloud Vendors lie to you and How they steal your money” 68 | 19-01-2012 | Carlos Veira Lorenzo Simon Wardley. IPExpo, London. Oct 13, 2009. Spain | Managed Services | Innovation & Architecture http://bit.ly/y2SCoi
  • 69. Let’s recap » The Foundations … we don’t really have a choice … Source: http://web.me.com/swardley/Site/BP180211Cycle.jpg ‘Competitors’ Ubiquity Demand for ”New Stuff” Demand Competition Competitive Disadvantage ‘We’ Improvements on “Current Stuff” Offer Competition Certainty Source: “How Cloud Vendors lie to you and How they steal your money” 69 | 19-01-2012 | Carlos Veira Lorenzo Simon Wardley. IPExpo, London. Oct 13, 2009. Spain | Managed Services | Innovation & Architecture http://bit.ly/y2SCoi
  • 70. Let’s recap » The Foundations Cloud Computing fosters innovation Source: http://web.me.com/swardley/Site/BP180211Cycle.jpg Ubiquity Enables & Accelerates Creative Destruction Joseph Schumpeter, 1942 Componentization Herbert Simon, 1973 Certainty Source: “How Cloud Vendors lie to you and How they steal your money” 70 | 19-01-2012 | Carlos Veira Lorenzo Simon Wardley. IPExpo, London. Oct 13, 2009. Spain | Managed Services | Innovation & Architecture http://bit.ly/y2SCoi
  • 71. Let’s recap » The Foundations In fact, it is a Building Block of the Future http://cloudcomputing.sys-con.com/node/1939920 Mobility B2C B2B Analytics NFC Business Intelligence Big Data Internet of Things BYOC M2M 5 year projection … 10 year projection … 71 | 19-01-2012 | Carlos Veira Lorenzo Spain | Managed Services | Innovation & Architecture
  • 72. Let’s recap » Market environment the IT Industry is growing and getting restructured … Private vs. Public Traditional IT/ Hosted Community IaaS/PaaS/ Private Cloud VPC Cloud SaaS “Price vs. Features” (Flexibility / Agility / Security) 72 | 19-01-2012 | Carlos Veira Lorenzo Spain | Managed Services | Innovation & Architecture
  • 73. Let’s recap » Market environment There is room for everything!... … our experience with Cloud Services is and will be increasingly Hybrid! … but we don’t know the internal composition for our own context/market http://www.flickr.com/photos/evelynishere/3327074778/sizes/l/in/photostream/ 73 | 19-01-2012 | Carlos Veira Lorenzo Spain | Managed Services | Innovation & Architecture
  • 74. Let’s recap » Decomposing Adoption In fact, talking about “Cloud Adoption” is meaningless 2011 2012 2013 2014 2015 2016 2017 2018 2019 2020 SaaS Public PaaS Public “There are no diseases, but patients” Private IaaS Public Analyze and speak about your own context/market: strategically & tactically Private 74 | 19-01-2012 | Carlos Veira Lorenzo Spain | Managed Services | Innovation & Architecture
  • 75. Let’s recap » Looking forward In a “systemic” crisis context … Cloud Service Delivery can provide the cost efficiencies that we all need … because we also need have to get ready for a post-crisis context http://www.flickr.com/photos/artemuestra/2941650098/sizes/m/in/photostream/ 75 | 19-01-2012 | Carlos Veira Lorenzo Spain | Managed Services | Innovation & Architecture
  • 76. Let’s recap » Looking forward … just do things differently to obtain better results (hopefully) Not “IT Surgeons” any more! Let’s embrace the Power Shovel! A different mindset can make the “magic” happen http://www.flickr.com/photos/double-m2/4694962578/sizes/l/in/photostream/ http://www.flickr.com/photos/mad_house_photography/4411839186/sizes/l/in/photostream/ 76 | 19-01-2012 | Carlos Veira Lorenzo Spain | Managed Services | Innovation & Architecture
  • 77. Let’s recap » Technology Different roles … … they all need have to know, though for different reasons Consumers Service Technology Providers Providers System Integrators 77 | 19-01-2012 | Carlos Veira Lorenzo Spain | Managed Services | Innovation & Architecture
  • 78. Let’s recap » Technology Consumers » Substantially different? Not really … You already (should) do it … they get the benefits: simplicity, agility, speed & cost effectiveness … but maturity will always be our duty: SLA’s, Security, Automation, Governance, … … not a problem, just an opportunity! http://www.flickr.com/photos/vgb-studios/6605427961/sizes/l/in/photostream/ 78 | 19-01-2012 | Carlos Veira Lorenzo Spain | Managed Services | Innovation & Architecture
  • 79. Let’s recap » Technology There are different Design Patterns when building Cloud Services … Cloud Architecture Cloud(Enterprise Architecture) RAIN* Design Containerized Design Scale-out Unchanged Application Designs Designed for Failure at the Application Level Underlying scale-out Infrastructure Stack of Commodity Components vApp vApp vApp Presentation Presentation Presentation Cloud Service Application Application Application Persistence Persistence Persistence vNode vNode vNode vNode Cloud Infrastructure Services Containerized Design SSO* + Integrated BSS* & OSS* EA* Fabric Computing Layered Design Limited Scale-out Designed for Failure at the Infrastructure Level * RAIN: Redundant Array of Inexpensive Nodes 79 | 19-01-2012 | Carlos Veira Lorenzo * EA: Enterprise Architecture Spain | Managed Services | Innovation & Architecture * SSO: Single Sign-On * OSS: Operational Support Services * BSS: Business Support Services
  • 80. Let’s recap » Technology There are different Design Patterns when building Cloud Services … Don’t take the “Easy/Fearful Path”! … just do what it takes: look at your Business and adjust your IT Strategy * RAIN: Redundant Array of Inexpensive Nodes 80 | 19-01-2012 | Carlos Veira Lorenzo * EA: Enterprise Architecture Spain | Managed Services | Innovation & Architecture * SSO: Single Sign-On * OSS: Operational Support Services * BSS: Business Support Services
  • 81. Let’s recap » Technology Lock-in risks are not structurally “differential”: the ecosystem is just bigger Not everything is equally risky! Divide and Conquer! ▶ Workflow & Process ▶ Element Automation ▶ BPM* Management “Orchestration” * BPM: Business Process Management 81 | 19-01-2012 | Carlos Veira Lorenzo Spain | Managed Services | Innovation & Architecture
  • 82. Let’s recap » Technology Lock-in risks are not structurally “differential”: the ecosystem is just bigger http://thinkinbig.org/index.php/2011/05/thinking-about-cloud-strategy/ No mysteries, but traditional lock- in mitigation techniques … it is usually the price/elasticity structure what “traps” you! http://blogs.the451group.com/information_management/2011/04/15/nosql-newsql-and-beyond/ * OSS: Open Source Software 82 | 19-01-2012 | Carlos Veira Lorenzo Spain | Managed Services | Innovation & Architecture
  • 83. Let’s recap » Technology Many subsystems, but not all of them are equally important … Cloud Service/Fabric Controller VMWare Microsoft Citrix RedHat SalesForce Amazon • vCloud • System Center • XenDesktop • RHEV NetSuite • vSphere • Hyper-V • XenServer • KVM/SPICE OpenStack RackSpace Traditional IT SAP • vFabric • Azure • Cloud.com • OpenShift … … Business Support Services … there is no single or right answer! SAL SAL SAL SAL SAL SAL SAL SAL Accounting Service • Payables Ordering Pricing Rating Billing Metering Entitlement Catalog • Receivables • Clearing Operational Support Services SAL SAL SAL Service SAL SAL SAL SAL SAL SAL Desk Service Capacity & Provisioning Service Self-Service • Incidents Configuration Monitoring Performance Licensing & LCM Portal Automation Level • Problems • API • Changes 83 | 19-01-2012 | Carlos Veira Lorenzo Spain | Managed Services | Innovation & Architecture
  • 84. Let’s recap » Technology It is, actually, an ecosystem: a complex a multi-level, multi-domain mesh …   … where transparency is key! … with impact on contracts, customer expectations and UX*!  … but, fortunately, not every relationship matters the same http://www.flickr.com/photos/smemon/5983673322/sizes/o/in/photostream/  * UX: User eXperience 84 | 19-01-2012 | Carlos Veira Lorenzo Spain | Managed Services | Innovation & Architecture
  • 85. Let’s recap » Technology The risk of new customer-based silos is very real … Customer A Customer N Competition requires freedom for further Service Provider Innovation … Customer B … it is a “World of Terms & Conditions”, not a “World of RFPs*”! Customer C * RFP: Request for Proposal 85 | 19-01-2012 | Carlos Veira Lorenzo Spain | Managed Services | Innovation & Architecture
  • 86. Everyone has the challenge … even us! It requires continuous self-reinvention … ▶Complete and Solid ▶Internal Transformation++ Portfolio … but, this is not ▶Maturity++ about Marketing … ▶Cultural Revolution++ 86 | 19-01-2012 | Carlos Veira Lorenzo Spain | Managed Services | Innovation & Architecture
  • 87. Thanks For more information please contact: Carlos Veira Lorenzo carlos.veira@atos.net twitter: @cveira +34 695 671 417 Atos Spain S.A. Albarracín 25 20037, Madrid www.atos.net http://www.flickr.com/photos/granpapa/299317857/sizes/l/in/photostream/ Atos, the Atos logo, Atos Consulting, Atos Worldline, Atos Sphere, Atos Cloud and Atos WorldGrid are registered trademarks of Atos SA. July 2011 © 2011 Atos. Confidential information owned by Atos, to be used by the recipient only. This document, or any part of it, may not be reproduced, copied, circulated and/or distributed nor quoted without prior written approval from Atos. Your business technologists. Powering progress | 19-01-2012 | Carlos Veira Lorenzo Spain | Managed Services | Innovation & Architecture