Giga om procloud2013


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Giga om procloud2013

  1. 1. Cloud computing 2013: how tonavigate without a mapBy David S. LinthicumDecember 18, 2012 Cloud
  2. 2. IntroductionThe year 2012 was another time of growth for cloud computing, and most of the larger providers gained abigger share of the ever-increasing market. We saw some outages, some acquisitions, and a lot of cloudwashing.Overall, the state of cloud computing is still hype-driven and confusing. There are no clear maps or pathsto follow toward successful adoption of the cloud, but an awful lot of people are being asked to make thejourney. In 2012 CEOs, CIOs, CTOs, and even boards of directors pushed corporate IT to figure out thecloud. This led to many Global 2000 IT organizations testing out cloud computing with small andnonstrategic projects. The real work, however, will start in 2013.At the same time, small businesses can’t get enough of cloud computing. Given the budgetary constraintsand the drive to do more with less, small business has become the largest segment of growth in the publiccloud computing market. While Amazon Web Services, Google, Microsoft, and Rackspace led the way,new cloud upstarts began to fill in the technological gaps.In 2013 IT organizations that support large enterprises will have to figure out how to successfully getmission-critical systems onto public and private cloud computing platforms. Many would love to look tothe existing white-belted salesmen from Oracle, IBM, SAP, or other big software providers to help. Butthere’s a new set of companies like Amazon that they need to consider as well.Larger enterprises are waiting for the more-established enterprise software players to get their cloudcomputing acts together. A few will, but most won’t find success in the cloud, which will become apparentin 2013. Why? Selling technology as a service within a pay-per-use model is a huge cultural shift fromlarge enterprise license agreements and multimillion-dollar deals closed 10 minutes before midnight atthe end of the quarter. Cloud computing will be disruptive to the point that it kills off the larger softwarebeasts that currently dominate enterprises.Cloud computing 2013: how to navigate without a map 2
  3. 3. Following the trends and technologies into theNew YearThe way the industry will use cloud computing technology in 2013 is not a matter of prediction but morea matter of following the existing adoption patterns and trends into the New Year. Those trends,discussed in detail below, include:  Continuing growth and acceptance of consumer-oriented clouds  Leveraging public clouds for small tactical projects within larger enterprises  Continuing rise of cloud standards and confusion  Merging big data and cloud-based resources  Moving to a private cloud and calling it “hybrid”  Asking for cloud forgiveness, not cloud permission  The rise of industry-specific clouds  The lines between IaaS and PaaS continuing to blur  Cloud security and governance moving from not being thought about to being afterthoughtsContinuing growth and acceptance of consumer-oriented clouds. This refers to the growth ofcloud providers such as Dropbox, Box, Apple’s iCloud, and others that focus on providing cloud-storageservices to normal, everyday consumers. Dropbox has been bragging about some large growth numbersrecently, but all will be experiencing a huge amount of interest in 2013 as end users and businesses seekto find ways to synchronize their files among desktops, laptops, tablets, and smartphones. Count on newfeatures in the next year, such as support for integrated systems within automobiles and smart TVs and,hopefully, new security features for both data at rest and in flight.Leveraging public clouds for small tactical projects within larger enterprises. The companiesin the Global 2000 still distrust public clouds, and they will continue to leverage them only for smallCloud computing 2013: how to navigate without a map 3
  4. 4. tactical needs, such as storage, in 2013. The aversion to public clouds will continue, based on groundlessfears. It will take time, not technology, to correct that misperception. Typically, big IaaS clouds will beleveraged, including Amazon Web Services’, Google’s, and Rackspace’s, and some will go for HP’s brand-new cloud computing service.Continuing rise of cloud standards and the confusion around those standards. OpenStackand CloudStack will continue to garner interest in 2013, and enterprises will seek to move into the cloudsthat promise to avoid dreaded lock-in. However, as more and more technologies leverage OpenStack orCloudStack in 2013, we’ll see that it’s more about committing to an ecosystem rather than an instance of atechnology. Thus, in 2013, while the promise is there, the ability to actually avoid lock-in is not.In 2013 enterprises won’t gain much in the way of a truly open cloud. Rather, the real winners will bethose technology providers looking to jump into the cloud that don’t have to start from scratch. A base setof IaaS code is available, as is the support of a growing community. Those who will gain the most from theuse of the OpenStack and CloudStack standards will be Cloudscaling, Citrix, Rackspace, Nebula, andPiston Cloud, as well as big players such as IBM and HP.Merging big data and cloud-based resources. This merge will accelerate in 2013. This includes theappearance of a bunch of multi-petabyte enterprise databases that will begin to appear in public clouds.This appearance will occur for a few core reasons, including the cost to support a highly distributedHadoop cluster and the need for elasticity in support of very intense uses of the data.Mostly this will be basic analytics and the linking of those analytics back to business processes. IaaSclouds will be the largest benefactors of this trend, including Amazon Web Services and Rackspace.However, most IaaS clouds will see this trend and provide or enhance big data services to drive deeperinto this market.Moving to a private cloud and calling it “hybrid.” This trend will be the way cloud computing issold in 2013. You don’t want to move to a public cloud. However, you also don’t want to admit that you’removing to a private cloud, since many in the industry don’t consider them real clouds. So, you’re movingto a private cloud that will “one day” link up to a public cloud, thus you claim you’re going hybrid.While this is the right approach for many enterprises, their refusing to use public cloud services removesmuch of the value of cloud computing. However, the reality is that most of cloud computing occurs onprivate clouds with the vision of leveraging public clouds at some point in the future. No matter what youCloud computing 2013: how to navigate without a map 4
  5. 5. think of private clouds, they will continue to grow in 2013, with companies such as Eucalyptus,Cloudscaling, and Nebula leading the parade.Asking for cloud forgiveness, not cloud permission. In 2013 we’ll see a ton of cloud computingleveraged within larger enterprises through rogue projects such as using a public IaaS cloud to meetstorage needs or building a business application on a public PaaS provider. The projects run outside thecontrol of enterprise IT. These off-the-books projects will be applications built on PaaS platforms, such asEngine Yard, Red Hat, and Amazon’s Elastic Beanstalk. Or they will be built on storage rented fromRackspace or Google.Whatever the reasons, much of cloud computing’s growth will emerge in 2013 from those not sanctionedby IT but nevertheless tasked to solve a business problem. They will find cloud computing the best path tomeet their goals. IT will have to pull in many of these projects at some point. We project that will occurtoward the end of 2013 as the business demands it.The rise of industry-specific clouds. In the next year we’ll see the rise of mature IaaS and PaaSclouds that are purpose-built to serve specific vertical markets, such as health care, finance, retail, andmanufacturing. Cloud computing providers will take this approach to meet the demands of thespecialized security, processes, and compliance requirements for each vertical market, as well as to sellmore products into those markets.The lines between IaaS and PaaS continuing to blur. In 2013 the IaaS clouds will continue to addPaaS services, such as Elastic Beanstalk showing up in the Amazon Stack. We will also see PaaS playersoffer IaaS-type services. For example, Google App Engine has already started offering these services byadding storage, database, and more application-hosting capabilities. This trend will continue in 2013, asthose who select PaaS products look for more-holistic services from both PaaS and IaaS providers, somuch so that these two distinct clarifications of cloud computing merge into one type of service.While this was a mere trend in 2012, the combination of these services is a foregone conclusion in 2013.That’s good news for the larger players that can afford to purchase or build additional services. It’sobviously bad news for the smaller players that have to stick with a niche. Thus, count on a great deal ofmerger and acquisition activities in this space in 2013.Cloud security and governance moving from not being thought about to beingafterthoughts. While we were so focused on just getting cloud systems up and running, security andgovernance planning fell by the wayside. In 2013 the industry will be fixing many of these oversights, andCloud computing 2013: how to navigate without a map 5
  6. 6. security and governance will begin to make more sense and receive more attention from thoseimplementing cloud-based systems.In 2013 there will be a renewed focus on security, specifically on technologies that provide identity-basedsecurity with cloud computing in mind, including Ping Identity and Symplified. For most enterprises, thisis a fundamental change in how they manage, govern, and secure their core systems. At one point simpleand traditional security solutions were a fine fit. However, today we need to deal with services, hardware,data, users, and even mobile devices through the use of identity-based approaches just to keep track of itall.Cloud governance is a bit more complex, and the area will grow substantially in 2013. It’s about managingresources, typically creating automated policies to make sure that everything is doing what it should bedoing and everyone is being monitored and controlled. The types of technology offerings within themarketplace today vary greatly, with the leading companies including RightScale, enStratus, and Layer 7.Again, all take very different approaches to cloud governance and cloud management.Creating your own map into 2013The world of cloud computing will continue to grow along very familiar patterns in 2013. This type oftechnology is not adopted suddenly, and most of the growth will be steady and sustainable. The cloudcomputing revolution will be more of an evolution, and I suspect that’s for the best.The way to get ready for the continued emergence of cloud computing in 2013 is to take a look deep intoyour data, processes, workloads, and applications to determine just what your needs will be. Then,prioritize the effort to look at the potential for cloud computing and the areas of IT that will benefit mostfrom the use of cloud computing technology, whether it’s public, private, or hybrid. Understand theresources you have on tap, consider what you can really accomplish over 2013 and beyond, and then set acourse.For instance, an IT shop takes steps to understand the storage requirements of the business, near andshort term, including the cost of creating and maintaining storage on-premise and when using publicclouds. With this information it’s easy to figure out what technology to leverage, including cloudcomputing. Then, using this information, put the plans in place to begin a stepwise migration over time tothe cloud as it makes sense for the business.Cloud computing 2013: how to navigate without a map 6
  7. 7. By default, most existing cloud projects started without a road map. Those maps still aren’t precise, butmore details are being drawn in every day and the journey is no longer as perilous or filled withunknowns. The pioneers have taken the arrows. Now it’s time for more companies to start their journeyand join the migration.Cloud computing 2013: how to navigate without a map 7
  8. 8. About David S. LinthicumDavid S. Linthicum is an internationally recognized industry expert and thought leader in the world ofcloud computing and the author or co-author of 15 books on computing, including the best-sellingEnterprise Application Integration and his latest book, Cloud Computing and SOA Convergence. He is ablogger for InfoWorld, Intelligent Enterprise,, and Forbes, and he conducts his own podcast,the Cloud Computing Podcast. His industry experience includes tenure as the CTO and CEO of severalsuccessful software companies and upper-level management positions in Fortune 100 companies. Inaddition, Linthicum was an associate professor of computer science for eight years and continues tolecture at major technical colleges and universities.About GigaOM ProGigaOM Pro gives you insider access to expert industry insights on emerging markets. Focused ondelivering highly relevant and timely research to the people who need it most, our analysis, reports, andoriginal research come from the most respected voices in the industry. Whether you’re beginning to learnabout a new market or are an industry insider, GigaOM Pro addresses the need for relevant, illuminatinginsights into the industry’s most dynamic markets.Visit us at:© 2012 Giga Omni Media, Inc. All Rights Reserved.This publication may be used only as expressly permitted by license from GigaOM and may not be accessed, used, copied,distributed, published, sold, publicly displayed, or otherwise exploited without the express prior written permission of GigaOM.For licensing information, please contact us.Cloud computing 2013: how to navigate without a map 8