Where The Cloud Things Are

WHERE THE CLOUD THINGS ARE いんたーねっとのあるところ November 09, 2009

Where the Cloud Things are Kazuhiro Fujie November 09, 2009

Brief • 本書はPaaSと呼称される概要説明として、それを声高に提唱するリーディングカンパニーでもある Salesforce社が提供するCRMサービスをカスタマイズするために存在するForce.comに代表されるそれら範疇を御紹介します。興味を持つ方へ、とある見解を説き、各々の理解を導く架け橋となるべく無心しております。個々の特徴を把握することで適用の取り舵を相応しい方向へ促すものとなることを意図しており、それを期待しています。 • 但し、時折脱線します。 3 WHERE THE CLOUD THINGS ARE

FIFTH ELEMENTS TIME IS NOT IMPORTANT, ONLY LIFE IS IMPORTANT. November 09, 2009

Fifth Elements • Web 2.0 • Cloud Services • PaaS • Force.com • Salesforce CRM 5 WHERE THE CLOUD THINGS ARE

Web 2.0 Paradigm Shift November 09, 2009

Web 2.0 Brought Any • Long Tail, Mash-up, Folksonomy, Wisdom of Crowds – The Web As Platform – Data is the Next Intel Inside – End of the Software Release Cycle – Services, not packaged software, with cost- effective scalability – The Perpetual Beta 7 WHERE THE CLOUD THINGS ARE

Paradigm Shift 8 WHERE THE CLOUD THINGS ARE

Digital Copy is the Real Thing 9 WHERE THE CLOUD THINGS ARE

Analog Copy is a Counterfeit Mona Lisa November 09, 2009

CLOUD SERVICES ENTIRE THE WORLD WIDE WEB November 09, 2009

Life in a web 2.0 world :-) 15 WHERE THE CLOUD THINGS ARE

Web Trend Map 2007 Version 2.0 16 WHERE THE CLOUD THINGS ARE

Web Trend Map 3 17 WHERE THE CLOUD THINGS ARE

Web Trend Map 4 18 WHERE THE CLOUD THINGS ARE

Cloud Services • Amazon CloudFront • Amazon Elastic Compute Cloud (EC2) • Amazon Simple Storage Service (S3) • Elastic Server • FlexiScale • GoGrid • Google App Engine • GridLayer • Softlayer CloudLayer • The Rackspace Cloud 19 WHERE THE CLOUD THINGS ARE

PLATFROM AS A SERVICE SAAS, PAAS, IAAS, HAAS, GAAS, EAAS, XAAS, AAAS, BAAS, CAAS, KAAS November 09, 2009

PaaS Platform as a Service November 09, 2009

PaaS • Web 2.0 spawn SaaS and Cloud – Software as a Service – Services, not packaged software, with cost- effective scalability • PaaS belongs Web 2.5 – Platform as a Service – Data is the Next Intel Inside – Salesforce.com jump start the PaaS 22 WHERE THE CLOUD THINGS ARE

PaaS Providers • Caspio, Inc : Caspio (pre-built applications) • Express Dynamics. : WorkXpress (PHP, MySQL) • Google : Google App Engine (Python, Java) • Heroku : Heroku (Ruby on Rails) • Intuit Inc. : QuickBase (on-line database) • Microsoft : Windows Azure Platform (.NET) • Rollbase, Inc. : Rollbase (pre-built applications) • Salesforce.com : Force.com (Visualforce, Apex) • Wolf Frameworks : Wolf Frameworks (.NET) 23 WHERE THE CLOUD THINGS ARE

The Points of PaaS • Data Store Function – Data Access Interface, also Database Impl. • Development Environments, Frameworks • Restriction – Some limits or quotas for Multi-tenancy. • Authentication – Authorization, access control, … • Parallel Processing – Functional Programming Language, … 24 WHERE THE CLOUD THINGS ARE

MAJOR INSTANCES AS PAAS SALESFORCE, GOOGLE, MICROSOFT AND AMAZON November 09, 2009

Cloud Types 26 WHERE THE CLOUD THINGS ARE

Cloud Types plus 27 WHERE THE CLOUD THINGS ARE

FORCE.COM SALESFORCE SAID PAAS FIRST. November 09, 2009

Force.com Salesforce.com November 09, 2009

Availability Timeframe • Salesforce.com was found Apr, 1999. • on-line SFA application launch Jun, 2000. • Force.com launch Sep, 2007. • Force.com Apex launch Nov, 2008. • Salesforce for Google Apps announce Apr, 2009. • … 30 WHERE THE CLOUD THINGS ARE

31 WHERE THE CLOUD THINGS ARE

Force.com 32 WHERE THE CLOUD THINGS ARE

Salesforce SFA/CRM 33 WHERE THE CLOUD THINGS ARE

Run Force Run 34 WHERE THE CLOUD THINGS ARE

Development • Visualforce (Force.com pages) – Specific Mark-up Tags. (like JSP/JSF) – View (MVC), Web Pages • Apex (Force.com code) – Specific language, scripts. (like Java) – Controller (MVC), (Database) Trigger, and Some Logic. – Interpreter on VM (VM on VM) 35 WHERE THE CLOUD THINGS ARE

Visualforce architecture 36 WHERE THE CLOUD THINGS ARE

Visualforce Pages 37 WHERE THE CLOUD THINGS ARE

Apex architecture 38 WHERE THE CLOUD THINGS ARE

Apex Scripts 39 WHERE THE CLOUD THINGS ARE

Development Environment • Force.com Builder – Need just Browser. • Visualforce Page Editor – Need just Browser. • Eclipse – Europa (3.3), Ganymede (3.4) – Force.com IDE • Subversion, Ant, Firebug, etc… 40 WHERE THE CLOUD THINGS ARE

Data Store • Database Services – Un-reveal Impl. (special tuned RDBMS.) – sObject (Salesforce Object) • Specific OR-mapping (surmise) – DML statement (insert, update, upsert, delete) – SOQL (Salesforce Object Query Language) • Like SQL – SOSL (Salesforce Object Search Language) • Like Find sentence. 41 WHERE THE CLOUD THINGS ARE

Force.com Elements • Database Services • Visualforce • Apex • Application Framework • Web Services API • Packaging 42 WHERE THE CLOUD THINGS ARE

Data Integration • Web Services API • Salesforce provides – Apex Data Loader, AppExchange • 3rd party tools – ODBC driver, EAI/ETL tools, … • Related Services – Sky on Demand, … 43 WHERE THE CLOUD THINGS ARE

Essential Force.com • Customization Framework – for Salesforce CRM Application • Governor limits for multi-tenancy. • And also Salesforce.com loves Google. – Google Salesforce alliance. – it is a one-sided love… – Zoho rage against Salesforce – Microsoft, the Behind. 44 WHERE THE CLOUD THINGS ARE

GOOGLE APP ENGINE GOOGLE November 09, 2009

GAE Google App Engine November 09, 2009

Availability Timeframe • Preview Release Apr, 2008. • Charged Services Release Feb, 2009. • Java version Release Apr, 2009. 47 WHERE THE CLOUD THINGS ARE

Google App Engine (GAE) 48 WHERE THE CLOUD THINGS ARE

Development • Python (2.5), the Django framework • Java (Java 5 and Java 6) • JVM – Groovy, Scala (Functional Programming Language), Rhino (JavaScript), Quercus (PHP), Clojure (LISP), Jython (Python), JRuby (Ruby) • Java Servlet – Java Servlet 2.5, JavaServer Pages (JSP) 2.1 49 WHERE THE CLOUD THINGS ARE

Development Environment GAE/J • JDK – Java Developers Kit • Eclipse – Europa (3.3), Ganymede (3.4), Galileo (3.5) – Google Plug-in for Eclipse • Google App Engine Java SDK • Subversion, Ant, … 50 WHERE THE CLOUD THINGS ARE

Data Store • Datastore also known as “BigTable” – Data Store as Key and Value – BigTable On GFS (Google File System) – GQL (Google Query Language) with Python • JDO/JPA – Java Data Object (JDO) 2.3, Java Persistence API （JPA） 1.0 – DataNucleus Access Platform – JDOQL (JDO Query Language) 51 WHERE THE CLOUD THINGS ARE

Features • Specific Java APIs – The Memcache Java API, The URL Fetch Java API, The Mail Java API, The XMPP Java API, The Images Java API, The Google Accounts Java API, The Task Queue Java API • Google Web Toolkit (GWT), Tapestry, BlazeDS, … • User Authentication (Google Accounts) 52 WHERE THE CLOUD THINGS ARE

Essential GAE/J • For Web Application Only. – Just web application framework layers. • Java, JVM, Java Servlet, WAR, … – Can uses your Java libraries (except JNI). – Can build ordinary your web application. (except JDBC). • Google is monstrous vendor. – Do it Google-self. 53 WHERE THE CLOUD THINGS ARE

WINDOWS AZURE PLATFORM MICROSOFT November 09, 2009

Windows Azure Platform Microsoft Windows Azure Platform November 09, 2009

Availability Timeframe • Release until end of 2009. – Steve Ballmer, Microsoft CEO • The Announcement will be at Microsoft PDC09 – The Professional Developers Conference – November 17 - 19, 2009 – http://microsoftpdc.com/ • Production release at Jan, 2010. – Billing release at Feb, 2010. 56 WHERE THE CLOUD THINGS ARE

Windows Azure Platform Overview 57 WHERE THE CLOUD THINGS ARE

Windows Azure Fabric 58 WHERE THE CLOUD THINGS ARE

AppFabric • AppFabric – Fabric Controller + .NET Services, memcached. • Web Role, Worker Role, VM Role (Raw VM). • Web Role – Application Server – Windows Server 2008＋IIS＋ASP.NET Runtime + Fabric Agent • Worker Role – Batch or Heavy Calculation processing • Windows Azure OS (Red Dog) – Windows Server 2008 R2 (, Windows Vista, ) … – Custom-made Hyper-V (Windows Azure VM) 59 WHERE THE CLOUD THINGS ARE

Windows Azure Platform (Old) 60 WHERE THE CLOUD THINGS ARE

Development • .NET – .NET Framework, ASP.NET – Visual Basic, C/C++, C#, F# – Python, Ruby, PHP, Java … • NO CLR（Common Language Runtime) with SQL Azure – Silverlight 4 61 WHERE THE CLOUD THINGS ARE

Development Environment • Windows Server 2008 (Windows Vista) • .NET Framework 3.5 • IIS 7.0 – ASP.NET, CGI, HTTP Activation • Microsoft SQL Server 2008 (2005) • Visual Studio 2008 (2010), Eclipse • Azure SDK • Windows Live Platform – Live ID, Authentication 62 WHERE THE CLOUD THINGS ARE

Data Store • Azure Storage – Key, Value Store. Blob, Table, Queue – ACE model (Authority/Container/Entity) – Before : SQL Server Data Services (SDS) – ADO.NET (ActiveX Data Objects .NET Framework) – LINQ (Language-INtegrated Query), … 63 WHERE THE CLOUD THINGS ARE

Relational Data Store • SQL Azure – RDB model (Relational DataBase) – Microsoft SQL Server – SQL • Huton (code name) – Data Sync between SQL Azure and SQL Server 64 WHERE THE CLOUD THINGS ARE

Essential Azure • For Microsoft Windows Application. – Used advantage that entered the market late. – Own On-premise products move to Cloud Services. • Adjoining land – AppFabric connected on-premise and cloud services. – Windows Server 2008, Windows Azure – Microsoft SQL Server, SQL Azure • Sidewinders – Microsoft Dynamic CRM Online v.s. Salesforce CRM – Microsoft xRM v.s. Force.com – Act as a Brake on Google’s plan. • Monopoly on Platform. – Office tools too. 65 WHERE THE CLOUD THINGS ARE

AMAZON WEB SERVICES AMAZON November 09, 2009

AWS Amazon Web Services November 09, 2009

Data Store • Amazon Simple DB – Cloud Data Store Service – Key, Value Store. 68 WHERE THE CLOUD THINGS ARE

Relational Data Store • Amazon Relational Database Service (RDS) – Relational Data Store Service – MySQL base. (full-featured) 69 WHERE THE CLOUD THINGS ARE

Storage Service • Amazon Simple Storage Service (Amazon S3) – Storage Service – File base. 70 WHERE THE CLOUD THINGS ARE

CRM CUSTOMER RELATIONSHIP MANAGEMENT November 09, 2009

CRM • CRM : Customer Relationship Management • 顧客関係管理 • CRMシステムはその情報収集を手伝うだけ。 • 目的を達成するには、収集した情報を元にデータ分析を行い、現場に於けるマーケティングアクションプランを指示する人が必要です。 • CRMマーケターという人材が重要 • 以上、「5分で絶対に分かるCRM」より 72 WHERE THE CLOUD THINGS ARE

Salesforce CRM Welcome to the world's most popular CRM November 09, 2009

The world's #1 sales application • And best of all, because it's all in the cloud, there’s no need for expensive hardware or software. No wonder 63,200 companies have made the Sales Cloud the world's most-popular sales application. 74 WHERE THE CLOUD THINGS ARE

CRM on SaaS • Oracle CRM on Demand – Siebel CRM On Demand – http://crmondemand.oracle.com/en/index.htm • Microsoft Dynamics CRM Online – xRM Application Services – http://crm.dynamics.com/ • NetSuite CRM+ – http://www.netsuite.com/portal/home.shtml 75 WHERE THE CLOUD THINGS ARE

Can’t get enough? Demo November 09, 2009

HAVE SOMETHING ON YOUR CHEST? UPTIME CHARGE, ETC. November 09, 2009

Consideration Uptime, Charge, etc… November 09, 2009

equal to or greater than 99 % but less than 99.9 % • 1 year = 365 days * 24 hours = 8760 hours/year • 99 % – 1 % = 3.65 days/year = 87.6 hours/year • 99.9 % – 0.1 % = 8.76 hours/year • 99.99 % – 0.01 % = 0.876 hours/year = 52.56 minutes/year • 99.999 % – 0.001 % = 0.0876 hours/year = 5.256 minutes/year 79 WHERE THE CLOUD THINGS ARE

Trust.salesforce.com 80 WHERE THE CLOUD THINGS ARE

Pricing Salesforce • Salesforce CRM –… – Enterprise Edition (EE) $125/user/month – Unlimited Edition (UE) $250/user/month • Force.com – Free edition – Enterprise Edition (EE) $50/user/month – Unlimited Edition (UE) $75/user/month • Options 81 WHERE THE CLOUD THINGS ARE

Pricing GAE • The cost for computing resources is as follows: –Resource Unit Unit Cost – Outgoing Bandwidth gigabytes $0.12 – Incoming Bandwidth gigabytes $0.10 – CPU Time CPU hours $0.10 – Stored Data gigabytes per month $0.15 – Recipients Emailed recipients $0.0001 82 WHERE THE CLOUD THINGS ARE

Pricing Windows Azure • Consumption-based outline – Compute = $0.12 / hour – Storage = $0.15 / GB stored / month – Storage Transactions = $0.01 / 10K – Bandwidth = $0.10 in / $0.15 out / GB 83 WHERE THE CLOUD THINGS ARE

Pricing SQL Azure • Web Edition: – Up to 1 GB relational database = $9.99 / month • Business Edition: – Up to 10 GB relational database = $99.99 / month • Bandwidth – = $0.10 in / $0.15 out / GB 84 WHERE THE CLOUD THINGS ARE

Pricing Amazon S3 • Storage: – $0.150 per GB - first 50 TB / month of storage used. • Data Transfer: – $0.100 per GB - all data transfer in – $0.170 per GB - first 10 TB / month data transfer out. • Requests: – $0.01 per 1,000 PUT, COPY, POST, or LIST requests. $0.01 per 10,000 GET and all other requests. 85 WHERE THE CLOUD THINGS ARE

You may care about • Actual results, achievements. • Service Credits • Service Level Agreement (SLA) • What is a unit for charge? • What is measuring for charge? 86 WHERE THE CLOUD THINGS ARE

APPENDIX November 09, 2009

Appendix URLs November 09, 2009

PaaS • Caspio – http://www.caspio.com/ • WorkXpress – http://www.workxpress.com/ • Google App Engine – http://code.google.com/appengine/ • Heroku – http://heroku.com/ • QuickBase – http://quickbase.intuit.com/ 89 WHERE THE CLOUD THINGS ARE

PaaS • Windows Azure Platform – http://www.microsoft.com/windowsazure/ • Rollbase – http://www.rollbase.com/ • Force.com – http://www.salesforce.com/platform/ • Wolf Frameworks – http://wolfframeworks.com/ 90 WHERE THE CLOUD THINGS ARE

Google IO • From Spark Plug to Drive Train:Life of an App Engine Request – http://dl.google.com/io/2009/pres/W_1115_From_Spark_Plug_ To_Drive_Train_Life_of_an_App_Engine_Request.pdf – Alon Levi [05/27/09] 91 WHERE THE CLOUD THINGS ARE

Windows Azure Platform • Introducing Windows Azure – http://download.microsoft.com/download/0/F/A/0FA924AE- DA08-45B8-8F96- 76884B8D15F8/Windows_Azure_David_Chappell_White_Pap er_March_09.pdf – David Chappell [Mar 2009] 92 WHERE THE CLOUD THINGS ARE

Salesforce • Salesforce.com – http://www.salesforce.com/jp/ • Salesfoce CRM – http://www.salesforce.com/jp/crm/products.jsp • Force.com Platform – http://www.salesforce.com/jp/platform/ • developerforce – http://developer.salesforce.co.jp/ 93 WHERE THE CLOUD THINGS ARE

Topics • The Efficient Cloud: All Of Salesforce Runs On Only 1,000 Servers – http://www.techcrunch.com/2009/03/23/the-efficient-cloud-all- of-salesforce-runs-on-only-1000-servers/ – Erick Schonfeld [2009/03/29] 94 WHERE THE CLOUD THINGS ARE

WHERE THE WILD THINGS ARE THIS IS THE END. November 09, 2009

Where The Cloud Things Are

by Shunsaku Kudo on Dec 26, 2009

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