0
Cloud	  Compu9ng’s	  impact	  on	  the	  Mul9-­‐tenant	  Datacenter	  Market	  	           Antonio	  Piraino,	  Vice	  Pre...
Cloud	  Compu9ng	  Impact	  on	  the	  Datacenter	  Market	  1.	  What’s	  changing	  in	  the	  market?	  2.	  Who	  we	 ...
What’s changed in the business Psyche?Consumerization of IT Era
Datacenter/IT	  Operators	  Mindset	  Change	  •  Datacenter	  operators	  are	  realizing	     the	  benefits	  of	  ac9ng...
What are your customers asking for?                                  Other                   Easy to use console          ...
Why	  is	  being	  Services	  Oriented	  Important?	  §  “…make	  and	  receive	  VoIP	  phone	  calls	  from	  your	    ...
Tech	  Bubble	  2.0?	  	  	  “Facebook	  reached	  750m	  users;	  7	  billion	  pieces	  of	  content	  shared	  on	  the...
Cloud	  Compu9ng	  Impact	  on	  the	  Datacenter	  Market	  1.	  What’s	  changing	  in	  the	  market	  2.	  Who	  we	  ...
The	  451	  Group	                            451	  Research	  is	  focused	  on	  the	  business	  of	  enterprise	  IT	 ...
Datacentre	  Selec9on	  Report	                                                                !                          ...
MTDC	  Supply	  Reports	                                  11	  
Cloud	  Compu9ng	  Impact	  on	  the	  Datacenter	  Market	  1.	  What’s	  changing	  in	  the	  datacenter	  world	  2.	 ...
Context	  of	  the	  Datacenter	  Industry	                                            IP	  Cloud	                    Clou...
Evolu9on	  of	  Managed	  Hos9ng	  Sector	  
Virtualiza9on	  •  Roots	  in	  the	  1960’s	  as	  a	  way	  to	  par99on	  large,	  expensive	  mainframe	           sys...
Virtualiza9on	  
Virtualiza9on	  
Virtualiza9on	  
Virtualiza9on	  
The	  Cloud	  Compu9ng	  Layers	  
The	  Cloud	  Compu9ng	  Layers	  
The	  Cloud	  Compu9ng	  Layers	  
Aggregate Cloud ‘As a Service’ Market                                        CAGR	                                        ...
Growth in the Rest of the Market                                                          Internet	  Infrastructure	  Mark...
Cloud	  Compu9ng	  Impact	  on	  the	  Datacenter	  Market	  1.	  What’s	  changing	  in	  the	  datacenter	  world	  2.	 ...
Cloud	  Criteria	  vs.	  Architecture	  Cloud Criteria                                      Cloud Architecture         þ	...
How	  far	  have	  we	  gone?	  §  VKernel	  analyzed	  550,000	  virtual	  machines	  across	  2500	      deployments	  ...
Impact	  on	  the	  Next	  Genera9on	  Data	  Center	  •  The	  de	  facto	  “atomic	  unit”	  in	  the	  next	  genera9on...
Impact	  on	  the	  Next	  Genera9on	  Data	  Center	  •  Movement	  towards	  “best	  execu9on	  environment”	  	     app...
Vmo9on	  &	  2nd	  order	  effects	  of	  Virtualiza9on	  •  Significant	  implica9ons	  for	  IT…	       •  Reduced	  “main...
Power	  density	  and	  cooling	  challenges	  §  42U’s	  worth	  of	  servers	  at	  5-­‐15%	  u9liza9on	  has	  differen...
Power	  density	  and	  cooling	  challenges	  Dell	  example	  §  PowerEdge	  2650	  running	  a	  test	  workload	  at	...
Pondering	  the	  Next	  Genera9on	  Data	  Center	  •  Planning	  for	  the	  future?	  	  	  •  APC	  Virtualiza9on	  En...
Pondering	  the	  Next	  Genera9on	  Data	  Center	  “Accordion	  IT”	  §  VMware	  Distributed	  Resource	  Scheduler	  ...
Pondering	  the	  Next	  Genera9on	  Data	  Center	  Other	  interes9ng	  possibili9es?	  §  Virtual	  servers	  fly	  aro...
Cloud	  Compu9ng	  Impact	  on	  the	  Datacenter	  Market	  1.	  What’s	  changing	  in	  the	  datacenter	  world	  2.	 ...
Winners	  in	  the	  Cloud	                             hmp://www.cloudgirlfriend.com/	  
Future	  IT	  Topology	  Inves9ga9on	  of	  Cloud	  Compu9ng	  	                                               Enterprise ...
Ini9ator	  of	  Cloud	  Projects	  Who	  put	  your	  organiza9ons	  cloud	  project	  in	  mo9on?	  	         IT	  Data	 ...
Which format of Cloud?                         	  	                                      !
Solving	  Apps	  Performance	  Challenges	  BUSINESS	  CRITICALITY	                                Best	  Effort           ...
Compute model increasingly complex•  Means More work and complexity•  Means more challenges in meeting SLAs
Management, Control & Transparency importance     Operating Systems       ServersStorage           Networks       Database...
Not	  a	  fad…	  This	  is	  Next-­‐Gen	  Business	  
Ques9ons!	  Antonio	  Piraino,	  Vice	  President	       www.9er1research.com	       www.the451group.com	  
Upcoming SlideShare
Loading in...5
×

Antonio piraino the 451 group. cloud computing’s impact on the latin american multi-tenant data center market

263

Published on

Published in: Technology, Business
0 Comments
0 Likes
Statistics
Notes
  • Be the first to comment

  • Be the first to like this

No Downloads
Views
Total Views
263
On Slideshare
0
From Embeds
0
Number of Embeds
0
Actions
Shares
0
Downloads
3
Comments
0
Likes
0
Embeds 0
No embeds

No notes for slide

Transcript of "Antonio piraino the 451 group. cloud computing’s impact on the latin american multi-tenant data center market"

  1. 1. Cloud  Compu9ng’s  impact  on  the  Mul9-­‐tenant  Datacenter  Market     Antonio  Piraino,  Vice  President,  Tier1  Research  
  2. 2. Cloud  Compu9ng  Impact  on  the  Datacenter  Market  1.  What’s  changing  in  the  market?  2.  Who  we  are  3.  Cloud  Compu9ng  in  Context  4.  The  Virtualiza9on  effect  5.  Where  to  Next?  
  3. 3. What’s changed in the business Psyche?Consumerization of IT Era
  4. 4. Datacenter/IT  Operators  Mindset  Change  •  Datacenter  operators  are  realizing   the  benefits  of  ac9ng  like  Service   providers  within  their  own  facili9es  •  Despite  the  hindrances  –  it  is   Important  to  start  somewhere  
  5. 5. What are your customers asking for? Other Easy to use console Brand-name IT spend can move from capex-to-opex Green IT Tiered Billing system SLA Speed of provisioning Reliability Security Flexibility Low Cost 0.0% 10.0% 20.0% 30.0% 40.0% 50.0% 60.0%
  6. 6. Why  is  being  Services  Oriented  Important?  §  “…make  and  receive  VoIP  phone  calls  from  your   §  “Google’s  vision  for  111  8th  Ave  acquisi9on  includes   Google  Voice  number  using  Google  Talk  on  the   colo  providers  and  network  carriers”  (December   desktop”  (June  2011)   2010)  §  “Microso^  just  spent  $8.5b  to  acquire  Skype,  the   §  “IBM  will  spend  $360  million  to  build  its  most   single  biggest  name  in  all  of  VoIP.”  (May  2011)   sophis9cated,  datacenter    in  RTP,  North  Carolina,    §  “Apple  just  unveiled  iMessage  at  WWDC,  a  free   for  businesses”  (2008)   messaging  system…offers  several  major  advantages   §  “As  the  race  for  VoIP  and  unified  communica9ons   over  SMS.”  (June  2011)   heats  up,  Salesforce  leaps  into  ac9on  and  picks  up  §  “Facebook’s150,000  square  foot  datacenter  opened   VSee.”  (June  2011)   in  Oregon…  with  another150,000  square  foot   §  “Were  excited  to  announce  the  launch  of  live  HTTP   facility  to  follow  (April  2011)   streaming  for  Amazon  CloudFront.”  
  7. 7. Tech  Bubble  2.0?      “Facebook  reached  750m  users;  7  billion  pieces  of  content  shared  on  the  site  weekly  •  La9noamérica  suma  118  millones  de  usuarios  de  Facebook   •  Orkut  remains  biggest  with  >500k  visitors/month  “Apple’s15bn  app  store  downloads  is  growing  9  Ames  faster  than  Macdonald’s”  (A.Love)  •  Search  and  Social  networks  receive  more  hits  that  ecommerce  sites   •  Informa9on,  collabora9on  and  business  produc9vity  “Google  Android  550,000  a  day,  160m  Chrome  users,  $37bn  cash,  $200bn  market  cap”  •  Google  has  90%  market  share  in  LatAm  (for  search)   •  And  fastest  Google  audience  growth  is  from  LatAm  “TwiQers  July  membership  increased  50,000  per  day  with  95  million  tweets  a  day”  •  In  October  2010,  Brazil  was  Twimer’s  #1  market  • “LinkedIn  added  up  to  $102/share  with  $470m  revenue  and  over  100m  users”  •  LatAm  has  over  8.5m  members  Facebook,  Groupon,  Zynga,  LivingSocial,  TwiQer,  LinkedIn,  Pandora  ($3bMarket  Cap  =  16x  Revenue),  Zillow:  $3.5  billion  revenue;  $200bn  Market  Cap.    •  The  number  of  internet  users  in  Latam  has  been  increasing  at  double  the  rate  of  popula9on  increase   (15%  2009/10)   •  Boom  is  s9ll  coming      Do  Not  Confuse  with  Cloud  Compu3ng!  
  8. 8. Cloud  Compu9ng  Impact  on  the  Datacenter  Market  1.  What’s  changing  in  the  market  2.  Who  we  are  4.  Cloud  Compu9ng  in  Context  4.  The  Virtualiza9on  effect  5.  Where  to  Next?  
  9. 9. The  451  Group   451  Research  is  focused  on  the  business  of  enterprise  IT  innova9on.     The  company’s  analysts  provide  cri9cal  and  9mely  insight  into  the   compe99ve  dynamics  of  innova9on  in  emerging  technology  segments.   Tier1  Research  is  a  single-­‐source  research  and  advisory  firm  covering     the  mul9-­‐tenant  datacenter,  hos9ng,  IT  and  cloud-­‐compu9ng  sectors,   blending  the  best  of  industry  and  financial  research.     The  Up9me  Ins9tute  is  ‘The  Global  Data  Center  Authority’  and  a  pioneer     in  the  crea9on  and  facilita9on  of  end-­‐user  knowledge  communi9es  to   improve  reliability  and  uninterrup9ble  availability  in  datacenter  facili9es.   TheInfoPro  is  a  leading  IT  advisory  and  research  firm  that  provides     real-­‐world  perspec9ves  on  the  customer  and  market  dynamics  of  the   enterprise  informa9on  technology  landscape,  harnessing  the  collec9ve   knowledge  and  insight  of  leading  IT  organiza9ons  worldwide.   ChangeWave  Research  is  a  research  firm  that  iden9fies  and  quan9fies   ‘change’  in  consumer  spending  behavior,  corporate  purchasing,  and     industry,  company  and  technology  trends.    
  10. 10. Datacentre  Selec9on  Report   ! Consumption: 2,000 Consumption: 24,000 MWh/year MWh/year See note 1. See note 2. Effective: September 10 Effective: September 10 Austria ! 0.1031 Austria ! 0.0754 Belgium ! 0.1070 Belgium ! 0.0779 Bulgaria ! 0.0635 Bulgaria ! 0.0496 Cyprus ! 0.1592 Cyprus ! 0.1113 Czech Republic ! 0.1138 Czech Republic ! 0.0942 ./*0&1"0&$ 2*0*%"#,*$ 3#&(4 5""6&-$ !"#"$%&#(&$)(*+,-&($ !"#"$%&#(&$ %*&%#,*$ 7*1#,6$ Denmark ! 0.0948 Denmark ! 0.0890 Estonia ! 0.0645 Estonia ! 0.0449 8(9$2*#,:,#;$ !" !" " " Finland ! 0.0681 Finland ! 0.0559 France ! 0.0619 France ! 0.0519 <=$ " !" " !" Germany ! 0.1134 Germany ! 0.0848 Greece ! 0.0946 Greece ! 0.0790 20"("&#$ " !" " !" Hungary ! 0.1314 Hungary ! 0.0961 ! 2>?=$ " !" !" " 10   !,6,#"0$@&"0#;$=(:1#$ !" " " " !"#"A"($ " !" !" ""
  11. 11. MTDC  Supply  Reports   11  
  12. 12. Cloud  Compu9ng  Impact  on  the  Datacenter  Market  1.  What’s  changing  in  the  datacenter  world  2.  Who  we  are  3.  Cloud  Compu9ng  in  Context  4.  The  Virtualiza9on  effect  5.  Where  to  Next?  
  13. 13. Context  of  the  Datacenter  Industry   IP  Cloud   Cloud  Compu9ng   Plaqorms  
  14. 14. Evolu9on  of  Managed  Hos9ng  Sector  
  15. 15. Virtualiza9on  •  Roots  in  the  1960’s  as  a  way  to  par99on  large,  expensive  mainframe   systems  into  smaller  units  that  can  operate  independently  of  each  other,   thereby  maximizing  capital  investment.  •  Abandoned  through  the  desktop  PC  wave  (80’s),  the  Client/Server  wave   (90’s).  •  Then  in  1999,  “VMware  Worksta9on”  was  released  from  a  small  Palo  Alto,   CA  startup.    Ini9al  benefits…   §  More  efficient  use  of  compute  capacity.     §  Faster  provisioning  for  new  business  ini9a9ves,  training,  dev/test,  lab   environments,  etc.   §  Lower  labor  cost  for  install,  upgrade,  backup,  restore,  move  opera9ons.   •  Physical  servers  are  only  ever  racked  once.     •  Moving  virtual  servers  as  easy  as  copying  a  file.   •  Some  mi9ga9ng  costs  in  complexity,  licensing,  manageability    
  16. 16. Virtualiza9on  
  17. 17. Virtualiza9on  
  18. 18. Virtualiza9on  
  19. 19. Virtualiza9on  
  20. 20. The  Cloud  Compu9ng  Layers  
  21. 21. The  Cloud  Compu9ng  Layers  
  22. 22. The  Cloud  Compu9ng  Layers  
  23. 23. Aggregate Cloud ‘As a Service’ Market CAGR   ~25%  
  24. 24. Growth in the Rest of the Market Internet  Infrastructure  Market  2009-­‐2013    $65,000      $60,000      $55,000      $50,000      $45,000    Revenue  (US$m)    $40,000      $35,000      $30,000      $25,000      $20,000      $15,000      $10,000      $5,000     2009   2010   2011*   2012*   2013*  
  25. 25. Cloud  Compu9ng  Impact  on  the  Datacenter  Market  1.  What’s  changing  in  the  datacenter  world  2.  Who  we  are  3.  Cloud  Compu9ng  in  Context  4.  The  Virtualiza9on  effect  on  datacenters  5.  Where  to  Next?  
  26. 26. Cloud  Criteria  vs.  Architecture  Cloud Criteria Cloud Architecture þ   Publically Accessible þ   Programmatic management 4 Public Cloud Services interfaces þ   Multi-tenant Architecture þ   Accounting Granularity and 3 Private Enterprise Cloud Cost Allocation þ   Scalability and elasticity þ   Rich Web management 2 Cloud-like Enterprise Architecture capabilities þ   Rapid Provisioning and Self Service 1 Modern Enterprise Architecture þ   Virtualization and Hardware Independence
  27. 27. How  far  have  we  gone?  §  VKernel  analyzed  550,000  virtual  machines  across  2500   deployments  and  found  average  consolida9on  of  12.5-­‐15.6  virtual   machines  per  physical  host  (8-­‐10  for  larger  organiza9ons).  §  Apps  on  virtual  infrastructure  will  exceed  those  on  physical  servers   >  50%   41%-­‐50%   31%-­‐40%   21%-­‐30%   11%-­‐20%   2010   5%-­‐10%   2011   <  5%   0%   20%   40%   60%   80%   100%  
  28. 28. Impact  on  the  Next  Genera9on  Data  Center  •  The  de  facto  “atomic  unit”  in  the  next  genera9on   datacenter  is  the  virtual  machine.  •  Increased  focus  on  IT  governance  (i.e.:  ITIL),   otherwise  inevitable  VM  sprawl  will  result  in  every   trivial  process  having  its  own  server  (and  OS   license).  •  No  labeling  servers  with  s9cky  nametags.  Rack  once,  never  touch  again  –  “fail  in  place”  (Google  rack)  approach.  Less  reac9ve  break/fix  management,  more  proac9ve/rou9ne/scheduled.  
  29. 29. Impact  on  the  Next  Genera9on  Data  Center  •  Movement  towards  “best  execu9on  environment”     approach  to  IT,  hybrid  balancing    act  of  CapEx  vs.   OpEx  via  on-­‐premise  and  off-­‐premise.  •  Almost  all  servers  –  even  systems  that  are  absolutely  mission   cri9cal  -­‐  will  eventually  be  virtualized,  even  if  at  a  1:1  ra9o.  
  30. 30. Vmo9on  &  2nd  order  effects  of  Virtualiza9on  •  Significant  implica9ons  for  IT…   •  Reduced  “maintenance  window”   down9me  for  cri9cal  applica9ons.   •  More  op9ons  for  hot  BC/DR  needs  
  31. 31. Power  density  and  cooling  challenges  §  42U’s  worth  of  servers  at  5-­‐15%  u9liza9on  has  different  power   demand  than  42U’s  worth  of  servers  at  70-­‐80+%  u9liza9on.  §  Overall  power  usage  in  a  virtualized  environment  decreases,  but   density  increases.  
  32. 32. Power  density  and  cooling  challenges  Dell  example  §  PowerEdge  2650  running  a  test  workload  at  30%  CPU  consumed   290  wams.  §  Consolidated  eight  (8)  of  those  systems  onto  a  single  PowerEdge   2950,  reaching  80%  of  CPU.  System  consumed  440  wams  at   sustained  load.  §  Net  power  savings  2,320  –  440  =  1,880  §  However,  original  load  was  in  16U  for  145  wams/U.    New  load  of   440  in  2U  is  220  wams/U.    >50%  increase.  6kW/rack  -­‐>  9.2kW/rack.  Jevon’s  Paradox,  1865/Rebound  effect:  Technological  progress  that  increases  the  efficiency  with  which  a  resource  is  used  tends  to  increase  the  rate  of  consumpAon  of  that  resource.  
  33. 33. Pondering  the  Next  Genera9on  Data  Center  •  Planning  for  the  future?      •  APC  Virtualiza9on  Energy  Cost  Calculator  •  Visio  2007     Add-­‐In  for  Rack     Server     Virtualiza9on    
  34. 34. Pondering  the  Next  Genera9on  Data  Center  “Accordion  IT”  §  VMware  Distributed  Resource  Scheduler  (DRS)  paired  with   Distributed  Power  Management  (DPM)  can  automa9cally  shuffle   virtualized  machines  between  hosts,  consolidate  to  as  few  hosts  as   needed  during  low  u9liza9on,  and  power  off  physical  machines   when  not  needed.  “Migratory  IT”  §  Take  “Accordion  IT”,  and  then  add  geographic  migra9on  across   datacenters/states  based  on  electricity  spot  pricing  (i.e.:  “follow  the   moon”).  Cisco  Overlay  Transport  Virtualiza9on.  §  Intelligent  integra9on  of  VM  controls  and  datacenter  facility   controls  -­‐  if  all  VMs  are  moved  out  of  a  sec9on  of  datacenter  and   servers  powered  down,  no  need  to  cool  it.    
  35. 35. Pondering  the  Next  Genera9on  Data  Center  Other  interes9ng  possibili9es?  §  Virtual  servers  fly  around  the  data  center,  risk  overloading  a  circuit?   Traveling  hot  spots?  §  Fanless  servers?    Microso^  is  trying  to  experiment  with  that,   disrupts  PUE  -­‐  but  less  power  consumed  for  equivalent  compute   load.  Rackable  (SGI)  “CloudRack”.  §  Pulse  width  modula9on  (PWM)  on  server  fans   •  Facebook  is  trying  that  out  in  conjunc9on   with  cold  aisle  containment  &     other  improvements.  
  36. 36. Cloud  Compu9ng  Impact  on  the  Datacenter  Market  1.  What’s  changing  in  the  datacenter  world  2.  Who  we  are  3.  Cloud  Compu9ng  in  Context  4.  The  Virtualiza9on  effect  on  datacenters  5.  Where  to  Next  with  Cloud  Compu9ng?  
  37. 37. Winners  in  the  Cloud   hmp://www.cloudgirlfriend.com/  
  38. 38. Future  IT  Topology  Inves9ga9on  of  Cloud  Compu9ng     Enterprise InternalYes Based on External ServicesNo Both 2H 09 2H 09 1H 10 1H 10 2H 10 2H 10 0% 20% 40% 60% 80% 100% 0% 20% 40% 60% 80% 100%
  39. 39. Ini9ator  of  Cloud  Projects  Who  put  your  organiza9ons  cloud  project  in  mo9on?     IT  Data  Center   CIO   LOB   CTO   IT  So^ware   CEO   0%   10%   20%   30%   40%   50%   Final  Cloud  W2:  Full  Sample.  n=51.  
  40. 40. Which format of Cloud?     !
  41. 41. Solving  Apps  Performance  Challenges  BUSINESS  CRITICALITY   Best  Effort   Priority   Real-­‐Time   Proximity   >100ms   <100ms   <  50ms   <  5ms   >2000km   <  2000km   <  500km   <  50km   LATENCY  SENSITIVITY  
  42. 42. Compute model increasingly complex•  Means More work and complexity•  Means more challenges in meeting SLAs
  43. 43. Management, Control & Transparency importance Operating Systems ServersStorage Networks Databases Performance  &   Availability     Asset   Even9ng   Video Cloud Ticke9ng   43
  44. 44. Not  a  fad…  This  is  Next-­‐Gen  Business  
  45. 45. Ques9ons!  Antonio  Piraino,  Vice  President   www.9er1research.com   www.the451group.com  
  1. A particular slide catching your eye?

    Clipping is a handy way to collect important slides you want to go back to later.

×