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Inaugural address manjusha -  Indicthreads cloud computing conference 2011

Inaugural address manjusha - Indicthreads cloud computing conference 2011



Session presented at the 2nd IndicThreads.com Conference on Cloud Computing held in Pune, India on 3-4 June 2011. ...

Session presented at the 2nd IndicThreads.com Conference on Cloud Computing held in Pune, India on 3-4 June 2011.


Abstract: Cloud computing is no longer a buzz term but a reality. With a great opportunity for huge financial savings and demand for Software-as-a-Service products, developing products for the cloud is something that cannot be ignored. In this talk, I would like to touch upon 3 key aspects of cloud engineering – scalability, security and flexibility and its impact on application architecture, data processing needs and deployment.

* By Manjusha Madabushi, Co-Founder and CTO of Talentica Software Pvt. Ltd.

Speaker: Manjusha is a Co-Founder and CTO of Talentica Software Pvt. Ltd. She has a Bachelor’s degree from IIT Mumbai and a Master’s degree from Northwestern University, Chicago. She has over 23 years experience working in the IT industry. She started her career working for Amoco Research Centre, USA till 1989 before returning to India and joining TCS. During her 9 year career at TCS, Manjusha worked in different technology areas such as Artificial Intelligence, Application Modeling, Compilers etc. She was also the Engineering head of the TCS’ product – E.X. NGN. Post TCS, she founded Nitman Software, which was acquired by a US based CRM company, eGain Communications in the year 2000. She co-founded Talentica Software, a company that helps technology companies transform their ideas into successful products in 2003. Talentica specializes in building highly scalable products using cutting edge technologies in the areas of Social Analytics, CRM, Natural Language processing and Advertising.



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    Inaugural address manjusha -  Indicthreads cloud computing conference 2011 Inaugural address manjusha - Indicthreads cloud computing conference 2011 Presentation Transcript

    • The Cloud Ecosystem Its more than just services Manjusha Madabushi Talentica Software 1
    • About MeCo-Founder and CTO of Talentica SoftwareAt Talentica, we help companies transform their ideas to successful products.We specialize in building scalable products using cutting edge technologiesClouds -Amazon, Rackspace and Microsoft Azure Technology areas – NLP, Analytics , mobileDatabases – Vertica, Mongo DB, Hbase, Cassandra on Amazon BI – Microsoft (SSAS), Mondrian, jaspersoft 2
    • Have you used a cloud before? For Developing Apps? IT infrastructure? Personal? 3
    • Ist Indicthreads conference 5-10 participants Around 3-5 participants < 5 participants 4
    • Trends Gartner puts cloud computing as the top of the list growth areas to watch for in 2011 5
    • Hosting.comCloud Computing is exploding“...software vendors can no longer simply push customers to their products; rather, vendors’ products need to be where their customers want to be—in the cloud.” 6
    • How big is big? Global Market value -estimated to be $241 billionby 2020 as compared to 40.4billion in 2010 –ForresterResearch 7
    • Verticalization of Cloud 8
    • Cloud Models 9
    • Main factors• Cost – still the main factor• Business continuity and Disaster Recovery ( new in 2011) Automatic Failover, multiple data centers• Easy migration – Quick Deploy Amazon Elastic Beanstalk• Flexibility• Elasticity• Technology / Tools support 10
    • FlexibilityFlexibility is the key• Can use any language or programming model• Use any service individually or together Amazon email services Cloudera – Hadoop clusters• Pay as you use - Use as little or as much as you need and pay for that On- demand instances, reserved instances, spot instances NY times wanted to convert about 11 million articles from TIFF to PDF ( 4TB ) data 100 EC2 instances running for 24 hours All data on S3 – Hadoop, iText, JetS3t• Use existing management tools or infrastructure Private Clouds 11
    • ElasticityIs the fundamental property of the cloud• Turn off anytime – stop paying• Let apps sleep during off peak hours Shrinks itself when there are no users accessing it• Follow the sun – turn on servers at different locations based on the users• Automation Provision and attach a 1 TB storage in 2min from the back of an auto rickshaw 12
    • Technology and tools Your Application Libraries and SDK’s Web Interface Tools Command Line Tools to access Heroku, Cloud Foundry Search, Eclipse Services plugins Authentication and Authorization Monitoring Deployment and Automation Cross platform Amazon MFA RightScale features Cloud trust Bean Stalk Compute Comp Parallel Processing Payments Content Delivery Messaging Email High Level uteHadoop - MapReduce Amazon FPS Cloud Front SQS Amazon building blocks Paypal SES Compute Storage Network Database Low Level Auto Scaling Elastic Storage VPC DB Clusters building blocks Mongo DB, Cassandra Global Physical Infrastructure 13
    • Case StudyPlatform for managing competitions1. Creating, running and tracking competitions2. User generated content – videos, audio, blogs, etc.3. Complex competition mechanics4. Winner selection based on reviews / ratings internal and external to the system5. Award points to each participant by the engagement value, sentiment on the web and community influence6. Analytics to measure the performance of each of the competitions 14
    • What can you achieve? Virality Web Portal Community UGC Influencer Ratings / Engagement Comments Competition Value Mechanics External Admin Portal Ratings / Sentiment Collaboration 15
    • Typical stackBuild a custom platform using MVC Model Vertica MongoDB + HBase Separate at Design Time View Ruby on Rails Separate at Deploy Time HTML 5/ CSS + Mobile Baked together at Run Controller Competition mechanics Time BI – Vertica, Mondrian, Jasper ETL 16
    • Deployment Load balanceMongo DB Ruby on Ruby on Rails(FE) Ruby on Rails(Admin) Rails(reports) S3 Queue Vertica CM – java BI - Analytics Crawlers 17
    • MVC in the cloud Model View Controller Third partiesData Anywhere in any form operating on Many Delivery data Channels 18
    • Model = dataData could be internal or external Internal External •User uploaded content •Shared on Youtube, Facebook, twitter •Comments / Ratings by •Comments / Likes by users friends •Reviews by users •Blog posts and comments 19
    • View = ChannelsContent could be viewed• Web portal• Iphone Application• Android application• Kiosk 20
    • Controller = Business LogicThe core business logic• Competition mechanics• Analytics Engagement, Sentiment, community influence• User Maintenance and Reporting 21
    • Internet as theOperating System of Services 22
    • Cloud as a platformMessaging S3 QueueAnalytics Vertica, Cloud MetricsConversationsData Management Cloudera InfrastructureInfrastructure & Management 23
    • What does it mean• Focus on the core Competition mechanics and Analytics measures• Leverage the Cloud Ecosystem• Companies are successful when they: Focus on the core competency Proactively manage the interfaces with other parts of the value chain 24
    • Today you can be wildly successful asa full stack (M+V+C)Tomorrow you will need to makeyourself indispensable in the valuechain – otherwise someone may eatyour lunch. 25
    • Become a platform? Go the API way 26
    • Thank You 27