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  • There is a new class of data rich companies emerging where the company’s value is based on the amount of information it can store and exploit. We call these “hyperscale data companies.” Examples of the hyperscale data companies today are Google, Amazon, and Facebook. In order for these companies to grow revenue and profit, their business models require that be able to store vast amounts of data. As a result, storage becomes a core competence for these companies. We see that over time, companies in various industries will need to collect, store, and exploit very large amounts of data and will move towards becoming hyperscale data companies.Two examples: A large healthcare company currently has 3.5 petabytes of data and is installing new imaging scanners that generate 1 terabyte per session and over 2 ½ petabytes per year. In order to provide high quality healthcare to their patients and offer more services, they will need to store this data for years to come and have that data readily accessible. A large insurance company currently has 20 petabytes of data and grows by over 300 terabytes a month – every month. In addition to using this data to process claims, they want to be able to exploit this data to provide services to other claims processors and to provide services across the healthcare ecosystem.

IBM Big Data & Internet-Scale Data Centers IBM Big Data & Internet-Scale Data Centers Presentation Transcript

  • Opening video IBM STG Asia Pacific Technical Symposia – Auckland | New Zealand | November 2012 sGE01 To Infinity and Beyond 2012 Big Data Internet Scale Update John Sing Opening video: http://www.youtube.com/watch?v=CxQHwmhJXX4 © 2012 IBM Corporation
  • IBM STG Asia Pacific Technical Symposia – Auckland | New Zealand | November 2012 sGE01 IBMTECHU.COM  IBM STG Technical Universities & Conferences web portal  Direct link: ibmtechu.com/nz  KEY FEATURES... – – – – – 2 Create a personal agenda using the agenda planner View the agenda and agenda changes Use the agenda search to find the sessions and/or Download presentations Submit Session and Conference Evaluations © 2012 IBM Corporation
  • IBM STG Asia Pacific Technical Symposia – Auckland | New Zealand | November 2012 sGE01 IBMTECHU.COM 3 © 2012 IBM Corporation
  • IBM STG Asia Pacific Technical Symposia – Auckland | New Zealand | November 2012 sGE01 Evaluations are Online! IBMTECHU.COM/NZ sGE01 4 © 2012 IBM Corporation
  • IBM STG Asia Pacific Technical Symposia – Auckland | New Zealand | November 2012 John Sing  sGE01 31 years of experience with IBM in high end servers, storage, and software – 2009 - Present: IBM Executive Strategy Consultant: IT Strategy and Planning, Enterprise Large Scale Storage, Internet Scale Workloads and Data Center Design, Big Data Analytics, HA/DR/BC – 2002-2008: IBM IT Data Center Strategy, Large Scale Systems, Business Continuity, HA/DR/BC, IBM Storage – 1998-2001: IBM Storage Subsystems Group - Enterprise Storage Server Marketing Manager, Planner for ESS Copy Services (FlashCopy, PPRC, XRC, Metro Mirror, Global Mirror) – 1994-1998: IBM Hong Kong, IBM China Marketing Specialist for High-End Storage – 1989-1994: IBM USA Systems Center Specialist for High-End S/390 processors – 1982-1989: IBM USA Marketing Specialist for S/370, S/390 customers (including VSE and VSE/ESA)   IBM colleagues may access my intranet webpage:  You may follow my daily IT research blog  You may follow me on Slideshare.net:  5 singj@us.ibm.com My LinkedIn: – http://snjgsa.ibm.com/~singj/ – http://www.delicious.com/atsf_arizona – http://www.slideshare.net/johnsing1 – http://www.linkedin.com/in/johnsing © 2012 IBM Corporation
  • IBM STG Asia Pacific Technical Symposia – Auckland | New Zealand | November 2012 sGE01 Agenda 1. InterDisciplinary Exploiting the Big Opportunity: Data, Data, Data! Real-time Data Factories  Bandwidth created ―The Cloud‖  Internet Scale Data Center architectures house internet scale data Disruptive Innovation in Today’s IT World 2.   3. 7 The Non-Traditional Competitor The mobile Web 3.0 Principles, collaboration for a successful IT Future Inter-disciplinary  © 2012 IBM Corporation
  • IBM STG Asia Pacific Technical Symposia – Auckland | New Zealand | November 2012 Part 1: Exploiting the Opportunity: 1. Exploiting the Big Opportunity: sGE01 Data! Data! Data! Data, Data, Data!  Real-time Data Factories  Bandwidth created ―The Cloud‖  Internet Scale Data Center Architectures house internet scale data 8 © 2012 IBM Corporation
  • sGE01 IBM STG Asia Pacific Technical Symposia – Auckland | New Zealand | November 2012 The nature of workloads is rapidly shifting…. Rapid unstructured data growth Unstructured data workloads = Traditional OLTP, database 9 © 2012 IBM Corporation
  • IBM STG Asia Pacific Technical Symposia – Auckland | New Zealand | November 2012 sGE01 Humans collecting useful data on massive scale 10 Chart in public domain: IEEE Massive File Storage presentation, author: Bill Kramer, NCSA: http://storageconference.org/2010/Presentations/MSST/1.Kramer.pdf © 2012 IBM Corporation
  • IBM STG Asia Pacific Technical Symposia – Auckland | New Zealand | November 2012 sGE01 Unmanned Aerial Surveillance (UAS) 11 http://www.hawkeyeuav.com/ , http://www.gatewing.com/ , http://www.sensefly.com/ http://www.aeryon.com/products.html http://www.leptron.com/corporate/products/ © 2012 IBM Corporation
  • IBM STG Asia Pacific Technical Symposia – Auckland | New Zealand | November 2012 Light Detection and Ranging (LiDAR) sGE01 http://www.profsurv.com/magazine/article.aspx?i=70599 http://www.gim-international.com/issues/articles/id1306-Mapping_with_Mobile_Lidar.html http://www.southernmapping.com/methodology.php http://www.lidarnews.com/PDF/LiDARMagazine_Amadori-UtilityVegetationManagement_Vol2No5.pdf 12 http://www.sparpointgroup.com/News/Vol09No37-New-feature-extraction-tool-for-lidar/ © 2012 IBM Corporation
  • sGE01 IBM STG Asia Pacific Technical Symposia – Auckland | New Zealand | November 2012 We are building real-time, integrated stream computing on massive scale InterDisciplinary n 13 Chart in public domain: IEEE Massive File Storage presentation, author: Bill Kramer, NCSA: http://storageconference.org/2010/Presentations/MSST/1.Kramer.pdf d © 2012 IBM Corporation
  • IBM STG Asia Pacific Technical Symposia – Auckland | New Zealand | November 2012 sGE01 IBM Predictive Analytics: Movement in a City •10 minute-ahead volume forecast (blue) vs. actual value (black) •10 minute-ahead speed forecast (blue) vs. actual value (black). Blue line: IBM analytics prediction 10 minutes in advance Black line: actual result 14 © 2012 IBM Corporation
  • IBM STG Asia Pacific Technical Symposia – Auckland | New Zealand | November 2012 IBM Predictive Analytics Ensuring Public Safety: sGE01 Let’s play video 1st Memphis Blue CRUSH Map http://www.youtube.com/watch?v=_ZyU6po_E74   15 Blue CRUSH predictive analysis for officer deployment & risk management generated easy-to-read crime maps every four hours Richmond, VA: Violent crime decreased in the first year by 32%, another 40% thereafter, moving Richmond from #5 on the list of the most dangerous US cities to #99 © 2012 IBM Corporation
  • IBM STG Asia Pacific Technical Symposia – Auckland | New Zealand | November 2012 sGE01 A new class of data-rich industries is emerging New business models: company’s value based on amount of information stored, exploited Today’s Hyperscale Data Companies Tomorrow’s Hyperscale Data Companies Industries Aerospace Banking Energy Government Healthcare Insurance Manufacturing Media and Entertainment Retail 16 Examples Healthcare Provider 3.5 PB in 2010 Claims Processor 20 PB in 2011 1 TB CT scanner → 2.5 PB/Year/Scanner Grow 300 TB per month, every month © 2012 IBM Corporation
  • IBM STG Asia Pacific Technical Symposia – Auckland | New Zealand | November 2012 sGE01 McKinsey Global Report on Big Data – May 2011 Number of Big Data scientists and mgrs needed in USA http://www.mckinsey.com/mgi/publications/big_data/index.asp 17 © 2012 IBM Corporation
  • IBM STG Asia Pacific Technical Symposia – Auckland | New Zealand | November 2012 Will Big Data Change the Way We Compete? sGE01 Already Has! Healthcare Ease of capture Finance Information Value 18 http://www.mckinsey.com/Insights/MGI/Research/Technology_and_Innovation/Big_data_The_next_frontier_for_innovation © 2012 IBM Corporation
  • IBM STG Asia Pacific Technical Symposia – Auckland | New Zealand | November 2012 sGE01 The Big Data opportunity is huge 2015: # networked devices 2x global population 8000 100 7000 6000 90 80 70 5000 60 4000 50 3000 40 2000 30 Aggregate Uncertainty % Global Data Volume in Exabytes 9000 Total # social media accounts > global population. 20 1000 10 0 Multiple sources: IDC,Cisco 2005 19 2010 2015 © 2012 IBM Corporation
  • IBM STG Asia Pacific Technical Symposia – Auckland | New Zealand | November 2012 sGE01 Worldwide, Broadband Internet Speeds are Zooming InterDisciplinary http://gigaom.com/broadband/worldwide-broadband-demand-speeds-are-zooming/ 20 © 2012 IBM Corporation
  • State Asia Pacific Technical Symposia – Auckland | New Zealand | November 2012 of worldwide Internet: IBM STG average Internet user connection speed sGE01 End user average connection speed http://www.akamai.com/stateoftheinternet/ End user average connection speed 21 © 2012 IBM Corporation
  • IBM STG Asia Pacific Technical Symposia – Auckland | New Zealand | November 2012 sGE01 Growth of The Cloud by 2016  Mobile  Geo-locational  Real-time data  Shift to cloud mega-data centers Source: 22 http://www.datacenterknowledge.com/archives/2012/10/23/cisco-releases-2nd-annual-global-cloud-index/ © 2012 IBM Corporation
  • IBM STG Asia Pacific Technical Symposia – Auckland | New Zealand | November 2012 sGE01 How Big is the World? - 1 Network Storage Admins Cheaper 7.1x 5.7x 7.3x This is significant 23 http://wikibon.org/blog/how-big-is-the-world-of-cloud-computing-infographic/ © 2012 IBM Corporation
  • IBM STG Asia Pacific Technical Symposia – Auckland | New Zealand | November 2012 sGE01 Bandwidth Availability created ―The Cloud‖…………  Worldwide bandwidth  Pervasive web services delivery model –(i.e. ―The Cloud‖)  Data centers with massive amounts: –Processors –Storage –Network 24 © 2012 IBM Corporation
  • IBM STG Asia Pacific Technical Symposia – Auckland | New Zealand | November 2012 Bandwidth and the Cloud….. sGE01  Internet-scale centers…..  Data: –10s / 100s petabytes  Servers: –100,000s ….  Workloads: –Require server clusters of 100s, 1000s, 10,000, more ….. 25 © 2012 IBM Corporation
  • IBM STG Asia Pacific Technical Symposia – Auckland | New Zealand | November 2012 26 http://wikibon.org/blog/wp-content/uploads/2011/10/5-top-data-centers.html sGE01 © 2012 IBM Corporation
  • IBM STG Asia Pacific Technical Symposia – Auckland | New Zealand | November 2012 sGE01 Large Data Centers in past 2 years 10. SUPERNAP, LAS VEGAS, 407,000 SF 9A and 9B. MICROSOFT QUINCY AND SAN ANTONIO DATA CENTERS, 470,000 S 27 http://www.datacenterknowledge.com/special-report-the-worlds-largest-data-centers/largest-data-centers-supernap-microsoft-dft/#supernap http://www.datacenterknowledge.com/special-report-the-worlds-largest-data-centers/largest-data-centers-supernap-microsoft-dft/#quincy © 2012 IBM Corporation
  • IBM STG Asia Pacific Technical Symposia – Auckland | New Zealand | November 2012 Container Data Center Architecture sGE01 7. PHOENIX ONE, PHOENIX, ARIZ. 538,000 SF Microsoft’s Chicago Container Data Center 5. MICROSOFT CHICAGO DATA CENTER, Chicago 700,000 SF 2. QTS METRO DATA CENTER, ATLANTA, 990,000 SF 28 http://www.datacenterknowledge.com/special-report-the-worlds-largest-data-centers/largest-data-centers-io-data-centers-microsoft/#phoenixone http://www.datacenterknowledge.com/special-report-the-worlds-largest-data-centers/largest-data-centers-io-data-centers-microsoft/#chicago http://www.datacenterknowledge.com/special-report-the-worlds-largest-data-centers/largest-data-centers-ngd-terremark-qts/#qts © 2012 IBM Corporation
  • IBM STG Asia Pacific Technical Symposia – Auckland | New Zealand | November 2012 sGE01 More data centers…. 3. NAP OF THE AMERICAS, MIAMI, 750,000 SF 4. NEXT GENERATION DATA EUROPE, WALES 750,000 SF 1. 350 EAST CERMAK, CHICAGO, 1.1 MILLION SQUARE FEET 29 © 2012 IBM Corporation
  • IBM STG Asia Pacific Technical Symposia – Auckland | New Zealand | November 2012 sGE01 2012: Other large world data centers Tulip Telecom, India, Bangalore Amadeus, Erding, Germany Utah Data Center, US Govt, 1M sq feet 30 http://www.datacenterknowledge.com/archives/2012/02/08/tulip-ibm-team-on-huge-data-center-in-india/ http://www.youtube.com/watch?v=-h5RYflgBcM China to build 6.2 M sq feet data center by 2016 © 2012 IBM Corporation
  • IBM STG Asia Pacific Technical Symposia – Auckland | New Zealand | November 2012 sGE01 That’s Big! Now….. what about the web giants?  i.e. Apple, Facebook, Google, Amazon, etc? 31 http://www.fastcompany.com/magazine/160/tech-wars-2012-amazon-apple-google-facebook © 2012 IBM Corporation
  • sGE01 IBM STG Asia Pacific Technical Symposia – Auckland | New Zealand | November 2012 Apple Here’s what powers iCloud, see Jobs at WWDC 2011 iCloud announce (YouTube) iCloud Apple Data Center FAQ Apple Data Center Newark, California Rendering of Apple's new North Carolina Data Center. Credit: Apple Maiden, North Carolina 500K sq ft USD $1Billion 32 Under construction: Prineville, Oregon http://gigaom.com/cloud/apple-launches-icloud-heres-what-powers-it/ http://www.youtube.com/watch?v=IPNZAvX1yEs http://www.theregister.co.uk/2012/02/21/apple_new_data_center/ http://www.datacenterknowledge.com/archives/2011/05/18/apple-adding-data-center-in-silicon-valley/ © 2012 IBM Corporation
  • IBM STG Asia Pacific Technical Symposia – Auckland | New Zealand | November 2012 sGE01 Facebook Lulea, Sweden - 290K sq ft (27K sq meters) by late 2012 33 http://www.datacenterknowledge.com/archives/2012/04/20/facebooks-north-carolina-data-center-goes-live/ http://www.wired.com/wiredenterprise/2011/12/facebook-data-center/all/1 https://www.facebook.com/note.php?note_id=469716398919 © 2012 IBM Corporation
  • sGE01 IBM STG Asia Pacific Technical Symposia – Auckland | New Zealand | November 2012 Amazon Web Services 905 billion objects 450,000 servers 650K req/sec EC2 17K core, 240 teraflop cluster 42nd fastest supercomputer in world Amazon Web Services 1Q12: 450,000 servers Amazon Perdix Modular Datacenter 34 http://aws.typepad.com/aws/2012/04/amazon-s3-905-billion-objects-and-650000-requestssecond.html http://gigaom.com/cloud/how-big-is-amazon-web-services-bigger-than-a-billion/ © 2012 IBM Corporation
  • IBM STG Asia Pacific Technical Symposia – Auckland | New Zealand | November 2012 What is Google? Google is not a search engine sGE01 InterDisciplinary Google is a real-time ―Data Factory‖ ecosystem – Defacto organizer of all human internet data – Worldwide Patterns of Life data – Android ingest / output devices • Motorola Wireless acquired $12B – Supporting businesses and ecosystem roles: • Google+, Play, Shop, Books, Gmail, Docs • Voice recognition The history of search engine http://www.wordstream.com/articles/internet-search-engines-history 35 © 2012 IBM Corporation
  • IBM STG Asia Pacific Technical Symposia – Auckland | New Zealand | November 2012 sGE01 Google Data Centers in 2008: 36 © 2012 IBM Corporation
  • IBM STG Asia Pacific Technical Symposia – Auckland | New Zealand | November 2012 sGE01 Google Data Center Photo Gallery http://www.google.com/about/datacenters/gallery/#/ 37 © 2012 IBM Corporation
  • IBM STG Asia Pacific Technical Symposia – Auckland | New Zealand | November 2012 Google Data Center CAPEX worldwide sGE01 Each data center between $200M and $600M  Capital expenditures on datacenters: – 1Q12: USD$ 607M – 2011: USD$ 3.4B – 2010: USD$ 4.0B – 2009: USD$ 809M The Dalles, Oregon 38 http://www.datacenterknowledge.com/archives/2012/04/13/google-data-center-spending-recedes-to-607m/ © 2012 IBM Corporation
  • IBM STG Asia Pacific Technical Symposia – Auckland | New Zealand | November 2012 Traditional IT 39 vs. sGE01 Internet Scale Workload Data Center Source: Egan Ford, IBM Distinguished Engineer, Budapest xCL01 OpenStack presentation: http://xmission.com/~egan/cloud/ Source: http://it20.info/2012/02/the-cloud-magic-rectangle-tm/ © 2012 IBM Corporation
  • IBM STG Asia Pacific Technical Symposia – Auckland | New Zealand | November 2012 sGE01 Part 2: Disruptive Innovation 2. Disruptive Innovation in Today’s IT World  The Non-Traditional Competitor  Big Data, mobile Web 3.0 40 © 2012 IBM Corporation
  • IBM STG Asia Pacific Technical Symposia – Auckland | New Zealand | November 2012 sGE01 With all this opportunity……. Why is this Disruptive Change flat-lining traditional consumer PC / desktop manufacturers?  PC / laptop stalwarts  Unsuccessful in shift Market Capitalization  To mobile Cloud / mobile market value *bigger increases* PC/laptop market value big decreases http://gigaom.com/2012/09/01/hp-dell-and-the-paradox-of-the-disrupted/ 41 © 2012 IBM Corporation
  • IBM STG Asia Pacific Technical Symposia – Auckland | New Zealand | November 2012 Observe: how fast mobile internet grows by 2014 sGE01 InterDisciplinary  By 2014:  Mobile will be main way  Of connecting to Internet 42 http://www.digitalbuzzblog.com/2011-mobile-statistics-stats-facts-marketing-infographic © 2012 IBM Corporation
  • IBM STG Asia Pacific Technical Symposia – Auckland | New Zealand | November 2012 sGE01 Disruptive Innovation Clayton Christensen Harvard Business School Definition:  Create new market and value  Eventually disrupts existing  Displaces earlier technology 43 http://en.wikipedia.org/wiki/Disruptive_innovation © 2012 IBM Corporation
  • IBM STG Asia Pacific Technical Symposia – Auckland | New Zealand | November 2012 sGE01 Disruptive Innovation Clayton Christensen Harvard Business School  Not “advanced technologies”  Inferior yet “good enough”  Novel combinations  Starts low end  Grows up-market –―low end disruption‖ 44 http://en.wikipedia.org/wiki/Disruptive_innovation © 2012 IBM Corporation
  • IBM STG Asia Pacific Technical Symposia – Auckland | New Zealand | November 2012 sGE01 Disruptive Innovation  Learn lessons  Watch today’s world Illustrative examples only 45 © 2012 IBM Corporation
  • IBM STG Asia Pacific Technical Symposia – Auckland | New Zealand | November 2012 sGE01 Disruptive Innovation Clayton Christensen Harvard Business School  “Consumerization”  Not just technology  Delivery models (cloud)  Business models  Ecosystems 46 http://en.wikipedia.org/wiki/Disruptive_innovation © 2012 IBM Corporation
  • IBM STG Asia Pacific Technical Symposia – Auckland | New Zealand | November 2012 sGE01 Mobile will affect all business models… Mobile = Geo-locational superfood Real-time analytics 47 http://www.digitalbuzzblog.com/2011-mobile-statistics-stats-facts-marketing-infographic © 2012 IBM Corporation
  • IBM STG Asia Pacific Technical Symposia – Auckland | New Zealand | November 2012 sGE01 Cloud-scale Data Centers required for: Data Supertransformagicability TaxiWiz HousingMaps Weatherbug 48 Source: http://mashable.com/2007/07/11/google-maps-mashups-2/ © 2012 IBM Corporation
  • sGE01 IBM STG Asia Pacific Technical Symposia – Auckland | New Zealand | November 2012 By 2016, how much mobile data? What kind?  2012: –Mobile-connected devices > # people Smartphones 48%  2016: –10 billion mobile devices –(world population: 7.3 B) Web data, video 70% http://www.cisco.com/en/US/solutions/collateral/ns341/ns525/ns537/ns705/ns827/white_paper_c11-520862.html 49 © 2012 IBM Corporation
  • IBM STG Asia Pacific Technical Symposia – Auckland | New Zealand | November 2012 sGE01 Will Big Data, Internet Cloud data centers, mobile-centric business models affect the way we compete? Implement IT? Yes, it will! Let’s see one more video 50 http://www.youtube.com/watch?v=EdSd32nbtoA © 2012 IBM Corporation
  • IBM STG Asia Pacific Technical Symposia – Auckland | New Zealand | November 2012 Disruptive Innovation  Big Data / Cloud on disruptive path sGE01 Clayton Christensen Harvard Business School InterDisciplinary  Traditional IT still around but….  Newer technologies disrupt all platforms What will the effect be on your business model? 51 © 2012 IBM Corporation
  • IBM STG Asia Pacific Technical Symposia – Auckland | New Zealand | November 2012 sGE01 It’s NOT your Traditional competitors you need worry about 2011: 24 million Netflix customers Blockbuster 2002: ―Online video not viable‖ ―Niche market‖ 2010: Blockbuster files for bankruptcy http://hbswk.hbs.edu/item/7007.html 52 © 2012 IBM Corporation
  • IBM STG Asia Pacific Technical Symposia – Auckland | New Zealand | November 2012 sGE01 It’s NOT your Traditional competitors you need worry about Illustrative examples only 53 http://www.tatango.com/blog/time-spent-on-mobile-devices-outpaces-newspapers-and-magazines/ © 2012 IBM Corporation
  • IBM STG Asia Pacific Technical Symposia – Auckland | New Zealand | November 2012 sGE01 Today, customers have many non-traditional alternatives Traditional alternatives:  Non-traditional alternatives: – The Cloud, the Developing World  Other platforms  Other vendors What will the effect be on your business model? 54 © 2012 IBM Corporation
  • IBM STG Asia Pacific Technical Symposia – Auckland | New Zealand | November 2012 Internet-scale application stack summary sGE01 Compute power = visualization layer Data, I/O = analytic layer Users Unstructured data is the growth workload User Interface Layer Reports, Dashboards, Mashups, Search, Ad hoc reporting, Spreadsheets Security authorization Location of competitive advantage applications. Does all workload balance, redundancy Analytic Process Layer Real-time computing and analysis, stream computing, entity analytics, data mining, data proximity, content management, text analytics, etc. Infrastructure layer Virtualization, central end to end management, control, deployment on software, server, storage in a geographically dispersed environment OS software 55 Servers, storage Cloud infrastructure © 2012 IBM Corporation
  • IBM STG Asia Pacific Technical Symposia – Auckland | New Zealand | November 2012 You want a partner like IBM that covers the entire modern inter-discipline IT stack Users IBM Software Group IBM Analytics IBM SWG, Services IBM SWG, Services User Interface Layer Reports, Dashboards, Mashups, Search, Ad hoc reporting, Spreadsheets Analytic Process Layer Real-time computing and analysis, stream computing, entity analytics, data mining, data proximity, content management, text analytics, etc. Security authorization Big Insights InfoStreams sGE01 Infrastructure layer Virtualization, central end to end management, control, deployment on software, server, storage in a geographically dispersed environment STG Virtualization 56 STG Servers, Storage IBM Cloud infrastructure © 2012 IBM Corporation
  • IBM STG Asia Pacific Technical Symposia – Auckland | New Zealand | November 2012 sGE01 Part 3: Principles for a successful IT Future Plans Meld / meet / build readiness Use, exploit, thrive 57 © 2012 IBM Corporation
  • IBM STG Asia Pacific Technical Symposia – Auckland | New Zealand | November 2012 sGE01 $ / server, storage Storage req’d: GB, TB, PB Big Positioning picture Traditional IT 58 Data Warehouse Big Data, Internet scale Traditional IT Data Warehouse Big Data, Internet scale © 2012 IBM Corporation
  • sGE01 IBM STG Asia Pacific Technical Symposia – Auckland | New Zealand | November 2012 Big Positioning picture Current IT architectures Current IT architectures Mobile, Cloud $ / server. stroage Storage req’d: GB, TB, PB Growth areas Growth areas Mobile, Cloud Traditional IT 59 Data Warehouse Big Data Internet scale Traditional IT Data Warehouse Big Data Internet scale © 2012 IBM Corporation
  • IBM STG Asia Pacific Technical Symposia – Auckland | New Zealand | November 2012 sGE01 Current IT architectures Build new, different skill sets Current IT architectures $ / server, storage Storage req’d: GB, TB, PB Traditional IT workload Highly parallelized internet scale architecture Integrated E2E software centric Traditional IT 60 Data Warehouse Big Data Internet scale Traditional IT Data Warehouse Big Data Internet scale © 2012 IBM Corporation
  • IBM STG Asia Pacific Technical Symposia – Auckland | New Zealand | November 2012 Current IT architectures Key strategy Traditional IT architectures Continue modernize current traditional IT …  Architect future expandability  Connect with – New generation mobile-enabled workloads Architect new-gen connectors, s kills $ / server, storage  sGE01 Internet scale architectures Traditional IT Data Warehouse Big Data Internet scale http://www.slideshare.net/johnsing1/s-bd03-infinitybeyond2internetscaleworkloadsdatacenterdesignv6speaker 61 © 2012 IBM Corporation
  • IBM STG Asia Pacific Technical Symposia – Auckland | New Zealand | November 2012 sGE01 To successfully co-exist / thrive with new generation workloads  Understand Big Data / new gen workload environment Successfully innovate new capabilities  Expand your understanding Traditional IT architectures  Be the change you want your company to be $ / server  Views new gen as powerful partner Views traditional IT as powerful enabler Internet scale architectures Traditional IT Data Warehouse Big Data Internet scale http://www.slideshare.net/johnsing1/s-bd03-infinitybeyond2internetscaleworkloadsdatacenterdesignv6speaker 62 © 2012 IBM Corporation
  • IBM STG Asia Pacific Technical Symposia – Auckland | New Zealand | November 2012 sGE01 Apply lessons from today to Traditional IT as best possible 63 Source: Egan Ford, IBM Distinguished Engineer, OpenStack presentation: http://xmission.com/~egan/cloud/ Source: http://it20.info/2012/02/the-cloud-magic-rectangle-tm/ © 2012 IBM Corporation
  • IBM STG Asia Pacific Technical Symposia – Auckland | New Zealand | November 2012 How to get ahead and thrive in this new world? sGE01 InterDisciplinary  2012: devote 1st hour of day to keeping current –No longer optional  Establish power-knowledge digital footprint, intelligently sharing what you find –Don’t email what you find (too much email already) –Use social networking, social bookmarking, blogs, etc  Become a power user of your smartphone’s ecosystem 64 © 2012 IBM Corporation
  • IBM STG Asia Pacific Technical Symposia – Auckland | New Zealand | November 2012 Feel free to use me as a resource  sGE01 My external sources, daily IT research: – http://delicious.com/atsf_arizona John Sing’s bookmarks  – http://www.linkedin.com/in/johnsing – http://www.slideshare.net/johnsing1  IBM colleagues may also see my IBM Intranet webpage: – http://snjgsa.ibm.com/~singj/ – http://snjgsa.ibm.com/~singj/public/sonas_index.html  65 singj@us.ibm.com © 2012 IBM Corporation
  • IBM STG Asia Pacific Technical Symposia – Auckland | New Zealand | November 2012 sGE01 Learning Points 1. Exploitation of the opportunity: Data, Data, Data! Is being done in real-time Data Factories on internet scale today  Bandwidth will continue to create ―The Cloud‖  Understand and study how Internet Scale Data Center architectures house internet scale data Hyper-pace of Disruptive Innovation in Today’s IT World 2.  Beware the Non-Traditional Competitor  The Mobile Web 3.0 is already impacting all business models Invest your 1st hour of every day in being a part of the future 3.  Be the change you want your company to be Inter-disciplinary  66 InterDisciplinary © 2012 IBM Corporation
  • sGE01 IBM STG Asia Pacific Technical Symposia – Auckland | New Zealand | November 2012 Inter-disciplinary Current IT Traditional IT Disruptive Innovation: New gen workloads $ / server Greatest opportunity to thrive we have yet seen Internet scale workloads Know non-traditional competitors well Big Data Applications Cloud Business Models Big Data Internet scale Exascale datacenters  Massive parallelism  E2E automation Inter-disciplinary Traditional Data IT Warehouse Identify inter-disciplinary new generation big data workloads, business models InterDisciplinary Mobile Develop / implement to meld, meet, use, exploit, thrive with new reality 67 © 2012 IBM Corporation
  • IBM STG Asia Pacific Technical Symposia – Auckland | New Zealand | November 2012 sGE01 Together, let’s build a Smarter Planet 68 © 2012 IBM Corporation
  • IBM STG Asia Pacific Technical Symposia – Auckland | New Zealand | November 2012 sGE01 Recommend you download, read, this very informative IBM book  “Understanding Big Data” – Published April 2012 – Free download – Well worth reading to understand components of Big Data, and how to exploit  Part 1: The Big Deal about Big Data – Chapter 1 – What is Big Data? Hint: You’re a Part of it Every Day – Chapter 2 – Why Big Data is Important – Chapter 3 – Why IBM for Big Data  Part II: Big Data: From the Technology Perspective – Chapter 4 - All About Hadoop: The Big Data Lingo Chapter – Chapter 5 – IBM InfoSphere Big Insights – Analytics for ―At Rest‖ Big Data – Chapter 6 – IBM InfoSphere Streams – Analytics for ―In Motion‖ Big Data Download your free copy here http://public.dhe.ibm.com/common/ssi/ecm/en/iml14297usen/IML14297USEN.PDF 69 © 2012 IBM Corporation
  • IBM STG Asia Pacific Technical Symposia – Auckland | New Zealand | November 2012 sGE01 Applying the lessons from Internet-scale Cloud Computing to the Traditional data center 70 © 2012 IBM Corporation
  • IBM STG Asia Pacific Technical Symposia – Auckland | New Zealand | November 2012 sGE01 Cloud Value Proposition and Positioning Traditional IT Source: http://it20.info/2012/02/the-cloud-magic-rectangle-tm/ 71 © 2012 IBM Corporation
  • IBM STG Asia Pacific Technical Symposia – Auckland | New Zealand | November 2012 sGE01 How You (Provider) Build These Clouds Source: http://it20.info/2012/02/the-cloud-magic-rectangle-tm/ 72 © 2012 IBM Corporation
  • IBM STG Asia Pacific Technical Symposia – Auckland | New Zealand | November 2012 sGE01 What You (Consumer) Get with These Clouds: Source: http://it20.info/2012/02/the-cloud-magic-rectangle-tm/ 73 © 2012 IBM Corporation
  • IBM STG Asia Pacific Technical Symposia – Auckland | New Zealand | November 2012 sGE01 Policy-based Clouds and Design-for-fail Clouds are purpose optimized Infrastructure Management solutions  Policy-based Clouds  Design-for-fail Clouds • Purpose optimized for longer-lived virtual machines managed by Server Administrator • Purpose optimized for shorter-term virtual machines managed via end-user or automated process • Centralizes enterprise server virtualization administration tasks • Decentralized control, embraces eventual consistency, focus on making ―good enough‖ decisions • High degree of flexibility designed to accommodate virtualization all workloads • Significant focus on managing availability and QoS for long-lived workloads with level of isolation • Characteristics derived from exploiting enterprise class hardware • High degree of standardization • Significant focus on ensuring availability of control plane • Characteristics driven by software • New applications • Legacy applications 74 © 2012 IBM Corporation
  • IBM STG Asia Pacific Technical Symposia – Auckland | New Zealand | November 2012 sGE01 Internet-scale warehouse-level cloud data center What’s biggest cost-savings element? 75 © 2012 IBM Corporation
  • IBM STG Asia Pacific Technical Symposia – Auckland | New Zealand | November 2012 sGE01 Internet Scale data center power components… 76 Image courtesy of DLB Associates: D. Dyer, ―Current trends/challenges in datacenter thermal management—a facilities perspective,‖presentation at ITHERM, San Diego, CA, June 1, 2006. ―The Data Center as a Computer: Introduction to Warehouse Scale Computing‖, figure 4-1, p.40 Barroso, Holzle http://www.morganclaypool.com/doi/pdf/10.2200/S00193ED1V01Y200905CAC006 © 2012 IBM Corporation
  • IBM STG Asia Pacific Technical Symposia – Auckland | New Zealand | November 2012 Breakdown of data center energy overheads sGE01 Physical cooling, UPS dominates the electrical power cost UPS alone is 18% of construction cost Chiller alone is 33% of the cost 77 Image courtesy of ASHRAE ―The Data Center as a Computer: Introduction to Warehouse Scale Computing‖, figure 5-2, p.49 Barroso, Holzle http://www.morganclaypool.com/doi/pdf/10.2200/S00193ED1V01Y200905CAC006 © 2012 IBM Corporation
  • IBM STG Asia Pacific Technical Symposia – Auckland | New Zealand | November 2012 sGE01 construction cost of Internet Scale Data Center is Power / Cooling ? Reducing power profile reduces construction cost Facebook’s North Carolina Data Center Goes Live Facebook – Prinville, Oregon Has spent $1B on it’s data centers Open Compute Project 78 Facebook: Lulea, Swede n - 290K sq ft (27K sq meters) by late 2012 © 2012 IBM Corporation
  • IBM STG Asia Pacific Technical Symposia – Auckland | New Zealand | November 2012 Google claims its data centers use 50% less energy than competitors sGE01 Industry average PUE is about 1.8  Power Usage Effectiveness – PUE=1.14 means power overhead is only 14% – Industry average is around 1.8 http://venturebeat.com/2012/03/26/google-data-centers-use-less-energy/ http://www.datacenterknowledge.com/archives/2011/05/10/uptime-institute-the-average-pue-is-1-8/ 79 © 2012 IBM Corporation
  • IBM STG Asia Pacific Technical Symposia – Auckland | New Zealand | November 2012 sGE01 Modular Data Center Value isn’t just time to delivery / flexibility It’s also Higher Power density = lower construction cost http://www.youtube.com/watch?v=zRwPSFpLX8I 80 © 2012 IBM Corporation
  • IBM STG Asia Pacific Technical Symposia – Auckland | New Zealand | November 2012 sGE01 That’s why you see such a big modern push on Container Data Centers: 7. PHOENIX ONE, PHOENIX, ARIZ. 538,000 SF Microsoft’s Chicago Container Data Center 5. MICROSOFT CHICAGO DATA CENTER, Chicago 700,000 SF 2. QTS METRO DATA CENTER, ATLANTA, 990,000 SF 81 © 2012 IBM Corporation
  • IBM STG Asia Pacific Technical Symposia – Auckland | New Zealand | November 2012 State of the Modular Data Center sGE01 Mismatch between rapid workload churn vs. 10+ year data center lifespan = modular data center characteristics strategic possibilities for new build data centers Cyrus One 1 million sq ft “Massively Modular” data center under construction in Phoenix, Arizona I/O Modular Data Center Assembly line http://www.datacenterknowledge.com/archives/2012/02/06/the-state-of-the-modular-data-center/ http://www.datacenterknowledge.com/archives/2012/05/17/cyrusone-going-massively-modular-in-phoenix/ http://www.datacenterknowledge.com/archives/2012/01/30/inside-ios-modular-data-center-assembly-line/ 82 © 2012 IBM Corporation
  • IBM STG Asia Pacific Technical Symposia – Auckland | New Zealand | November 2012 sGE01 IBM internet-scale modern application stack: User interface Users User Interface Layer Reports, Dashboards, Mashups, Search, Ad hoc reporting, Spreadsheets Security authorization Analytic Process Layer Real-time computing and analysis, stream computing, entity analytics, data mining, data proximity, content management, text analytics, etc. Infrastructure layer Virtualization, central end to end management, control, deployment on software, server, storage in a geographically dispersed environment 83 © 2012 IBM Corporation
  • IBM STG Asia Pacific Technical Symposia – Auckland | New Zealand | November 2012 sGE01 Analytics layer Users User Interface Layer Reports, Dashboards, Mashups, Search, Ad hoc reporting, Spreadsheets Analytic Process Layer Real-time computing and analysis, stream computing, entity analytics, data mining, data proximity, content management, text analytics, etc. Security authorization Analytics Infrastructure layer Virtualization, central end to end management, control, deployment on software, server, storage in a geographically dispersed environment 84 © 2012 IBM Corporation
  • sGE01 IBM Analytics IBM STG Asia Pacific Technical Symposia – Auckland | New Zealand | November 2012 IBM Analytics layer Users Big Data Accelerators Text Statistics Image/Video Financial Mining Geospatial Times Series Mathematical Applications User Interface Layer Reports, Dashboards, Mashups, Search, Ad hoc reporting, Spreadsheets InfoSphere Streams InfoSphere BigInsights Analytic Process Layer Real-time computing and analysis, stream computing, entity analytics, data mining, data proximity, content management, text analytics, etc. Security authorization Big Data Enterprise Engines Productivity Tools and Optimization Workload Management and Optimization Consumability and Management Tools Infrastructure layer Virtualization, central end to end management, control, deployment on software, server, storage in a geographically dispersed environment Open Source Foundation Components 85 © 2012 IBM Corporation
  • sGE01 IBM STG Asia Pacific Technical Symposia – Auckland | New Zealand | November 2012 IBM Big Data Reference Architecture IBM Big Data Solutions Marketing Client and Partner Solutions IBM Unica Content Analytics ECM Big Data Accelerators Statistics Image/Video Connectors Financial Mining Geospatial Times Series Applications Acoustic Blueprints Big Data Enterprise Engines InfoSphere Streams InfoSphere BigInsights Productivity Tools and Optimization Workload Management and Optimization Business Analytics Cognos & SPSS Mathematical InforSphere Information Server Text Consumability and Management Tools Warehouse Appliance IBM Netezza Master Data Management InfoSphere MDM Data Warehouse InfoSphere Warehouse Database DB2 Open Source Foundation Components Eclipse 86 86 Oozie Hadoop HBase Pig Lucene Jaql Data Growth Management InfoSphere Optim © 2012 IBM Corporation
  • IBM STG Asia Pacific Technical Symposia – Auckland | New Zealand | November 2012 sGE01 IBM’s Cloud Service Reference Architecture Cloud Service Provider Common Cloud Management Platform (CCMP) Cloud Services Partner Capabilities Cloud Service Integration Tools Business-Processas-a-Service Software-as-a-Service Operational Support Services (OSS) Business Support Services (BSS) Service Creation Tools Platform-as-a-Service Consumer In-house IT Infrastructure-as-a-Service Infrastructure Security, Resiliency & Performance Governance Getting Cloud Right -- IBM Reference Architecture Whitepaper Open Group Document 87 © 2012 IBM Corporation
  • Management Architecture sGE01 IBM STG Asia Pacific Technical Symposia – Auckland | New Zealand | November 2012 Cloud Service Consumer Common Cloud Management Platform API Consumer Inhouse IT Infrastructure IaaS Customer Account Management Provisioning Monitoring & Event Management Change & Configuration Management Service Request Management Order Management Pricing Entitlement Management Image Lifecycle Management Incident & Problem Management IT Service Level Management IT Asset & License Management Capacity & Performance Management Service Composer Service Offering Management Subscription Management Service Request Management Service Offering Catalog Contracts & Agreement Management Service Automation Management Platform & Virtualization Management API Middleware Service Component Developer BSS – Business Support Services Service Delivery Catalog Infrastructure Mgmt Interfaces Applications Service Management Business Processes PaaS Platform Mgmt Interfaces Consumer Business Manager Business Manager Metering Rating Billing Clearing & Settlement Accounts Payable Service Development Portal & API SaaS Software Mgmt Interfaces BPaaS Service Manager OSS – Operational Support Services Service Consumer Portal & API API Service Integrator API Cloud Service Integration Tools Existing & 3rd party services, Partner Ecosystems BP Mgmt Interfaces Cloud Services Consumer End user Cloud Service Creator Cloud Service Provider Accounts Receivable Transition Manager Operations Manager Service Creation Tools Service Management Development Tools Service Runtime Development Tools Software Development Tools Service Provider Portal & API Deployment Architect Offering Manager Security & Risk Manager Customer Care Image Creation Tools Consumer Administrator Inf rastructure Security, Resiliency, Performance & Consumability Governance 88 © 2012 IBM Corporation
  • IBM STG Asia Pacific Technical Symposia – Auckland | New Zealand | November 2012 sGE01 Acknowledgements, disclaimers and trademarks Adobe, the Adobe logo, PostScript, and the PostScript logo are either registered trademarks or trademarks of Adobe Systems Incorporated in the United States, and/or other countries. IT Infrastructure Library is a registered trademark of the Central Computer and Telecommunications Agency which is now part of the Office of Government Commerce. Intel, Intel logo, Intel Inside, Intel Inside logo, Intel Centrino, Intel Centrino logo, Celeron, Intel Xeon, Intel SpeedStep, Itanium, and Pentium are trademarks or registered trademarks of Intel Corporation or its subsidiaries in the United States and other countries. Linux is a registered trademark of Linus Torvalds in the United States, other countries, or both. Microsoft, Windows, Windows NT, and the Windows logo are trademarks of Microsoft Corporation in the United States, other countries, or both. ITIL is a registered trademark, and a registered community trademark of the Office of Government Commerce, and is registered in the U.S. Patent and Trademark Office. UNIX is a registered trademark of The Open Group in the United States and other countries. Java and all Java-based trademarks and logos are trademarks or registered trademarks of Oracle and/or its affiliates. Cell Broadband Engine is a trademark of Sony Computer Entertainment, Inc. in the United States, other countries, or both and is used under license therefrom. Linear Tape-Open, LTO, the LTO Logo, Ultrium, and the Ultrium logo are trademarks of HP, IBM Corp. and Quantum in the U.S. and other countries. Other product and service names might be trademarks of IBM or other companies. Information is provided "AS IS" without warranty of any kind. The customer examples described are presented as illustrations of how those customers have used IBM products and the results they may have achieved. Actual environmental costs and performance characteristics may vary by customer. Information concerning non-IBM products was obtained from a supplier of these products, published announcement material, or other publicly available sources and does not constitute an endorsement of such products by IBM. Sources for non-IBM list prices and performance numbers are taken from publicly available information, including vendor announcements and vendor worldwide homepages. IBM has not tested these products and cannot confirm the accuracy of performance, capability, or any other claims related to non-IBM products. Questions on the capability of non-IBM products should be addressed to the supplier of those products. All statements regarding IBM future direction and intent are subject to change or withdrawal without notice, and represent goals and objectives only. Some information addresses anticipated future capabilities. Such information is not intended as a definitive statement of a commitment to specific levels of performance, function or delivery schedules with respect to any future products. Such commitments are only made in IBM product announcements. The information is presented here to communicate IBM's current investment and development activities as a good faith effort to help with our customers' future planning. Performance is based on measurements and projections using standard IBM benchmarks in a controlled environment. The actual throughput or performance that any user will experience will vary depending upon considerations such as the amount of multiprogramming in the user's job stream, the I/O configuration, the storage configuration, and the workload processed. Therefore, no assurance can be given that an individual user will achieve throughput or performance improvements equivalent to the ratios stated here. Prices are suggested U.S. list prices and are subject to change without notice. Starting price may not include a hard drive, operating system or other features. Contact your IBM representative or Business Partner for the most current pricing in your geography. Photographs shown may be engineering prototypes. Changes may be incorporated in production models. © IBM Corporation 2012. All rights reserved. References in this document to IBM products or services do not imply that IBM intends to make them available in every country. Trademarks of International Business Machines Corporation in the United States, other countries, or both can be found on the World Wide Web at http://www.ibm.com/legal/copytrade.shtml. 89 © 2012 IBM Corporation
  • IBM STG Asia Pacific Technical Symposia – Auckland | New Zealand | November 2012 sGE01 Light Detection and Ranging (LiDAR) 90 © 2012 IBM Corporation