Cloud Crowd - Mandhir Gidda Razorfish " Building a Public / Private Hybrid Cloud"

Sim Mass Activation Case Study
Gigaspace CloudCrowd Event
Mandhir Gidda
Technical Director (UK)

Page 2© 2009 Razorfish. All rights reserved.
Agenda

Who are razorfish?
Business Case
Solution Outline
Costs and ROI
Security

Who are Razorfish?

Razorfish
160+ staff UK
45 000+ colleagues in the groupe
2000+ staff worldwide
?

What people say about us
Razorfish stands out in designing both transaction-led and image-led consumer-facing websites, based on exceptional user-centered design and strong creativity. Their user personas earn top scores.FORRESTER RESEARCHThe collaborative effort between Ford and Razorfish is a model of a full-service interactive consultancy… the agency is viewed within the Ford organization as a repository of ford.com standards and best practices.GARTNER RESEARCHRazorfish is serious about how users interact with solutions -- no one else comes close.MICROSOFT (Razorfish client)Razorfish has encouraged us to push the boundaries. Their strategic thinking always makes me think that no matter what the problem, we can find a solution.VISA (Razorfish client)

Business Case

Sim Mass Distribution Proposition
ZEPPELLIN Project: Inception Nov‘08 – Launch March 13th ‘09
Self service postpay sim-only activation :-

Economic climate
Retail time to service
Handset Security/Fraud
Accurate consumer targeting
Measurements of campaign effectiveness
Extremely attractive ‘options’

Business Context

Legacy Engineering Environment
Extended Procurement Cycle
Locked into hardware vendor costs (Sun, Oracle, BEA)
Changing nature of projects results in – Lack of/Contention for internal dev int, func test, perf, scratch env. Support is 9-5.
TTM/TTL extended
Extremely large operational landscape
Lack of response to competitive pressures

Solution Outline

Re-use of iPhone activation platform

Razorfish have view of Roadmap and propose :-
Re-use of the iPhone activation platform SOA
Development of a consuming web-tier checkout flow (re-use of shop flow)
Use of the Amazon EC2/Cloud to circumvent internal technology landscape
Hybrid Cloud

Configuration
GigaSpaces 6.6.3
GigaSpaces Cloud tools V 2.3.5
Web application deployed in GigaSpaces service Grid enabling scaling on demand
GigaSpaces used for http session clustering (3 replicated space)
Designed to cater for approx. 3000 activations /hour
Each activation utilises approx 10 http screens
Deployment uses 2 HTTP Apache servers, 2 GigaSpaces Service Managers and 3 GigaSpace Containers

Seperation of UI Processes from Business Proceses (ALICE)
Web Service calls use two-way SSL authentication & IP restriction
Dynamic Provisioning Agent (DPA) - SLA driven scaling/Self healing
Ganglia HPC Monitoring
Solution build using GS-CCF: httpd, DPA, Session Clustering
Easily switch from functional test and Production through Elastic IP’s

We were finished by end Jan‘09 but Telco took until March to get IP’s opened up.
This delayed launch but also missed ad spend opt out dates
Hybrid Cloud
Retain that which changes slowly, Cloud that which changes frequently(Content, Scaling)

Costs and ROI

Comparitive Platform Costs
Initial Cost, Large instances
Gigaspaces $0.20 - $0.80
2 Apache, 2 GSM, 3 GSC, 1 UI = 8.
Mix types = $5/hr
$43K per anum
(No Func/Perf env’s)

Comparitive Platform Costs
Standard Platform, Upfront Cost,
2x Dev Integration (T2000) = 7K
Functional Test = 2 Apache, 2 AppServer (T5220 x 34K) = 70K
Perf Test = 2 Apache, 2 AppServer (T5220 x 34K) = 70K
Production = 2 Apache, 2 GSM, 3 GSC, 1 UI = 180K
Total = Approx 320K (no burst scaling)
(Ops team cost 200K/month)

Security
Multiple EC2 security groups used to lock down the ports
Only port 80 and 443 open on Apache machines to all
A special security group to allow in group communication
Special security groups for port 22 and GigaSpaces administration console access(admin). All restricted by IP address or range.
Everything password protected

mandhir.gidda@razorfish.com