Situation Normal - UKUUG Mar'10

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General introduction to cloud, economics behind it, compoditisation and componentisation effects.

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Situation Normal - UKUUG Mar'10

  1. 1. Situation Normal, Everything Must Change
  2. 2. Simon Wardley
  3. 3. DANGER! Will Robinson DANGER!
  4. 4. Sccott Beale/Laughing Squid : http://www.flickr.com/photos/laughingsquid/
  5. 5. Pain
  6. 6. Pain No. Slides
  7. 7. Pain 30 slides OK No. Slides
  8. 8. 373 slides Severe Pain risk of harm OK No. Slides
  9. 9. photos/videoplacebo/3481780379/
  10. 10. Cloud Computing?
  11. 11. http://www.flickr.com/photos/fimbrethil/
  12. 12. It’s like computers on the internet, innit.
  13. 13. http://www.flickr.com/photos/radioflyer007/
  14. 14. http://www.flickr.com/photos/radioflyer007/ http://upload.wikimedia.org/wikipedia/en/5/51/Metropolis.jpg
  15. 15. Disruptive shift of the computing stack to online services.
  16. 16. It’s like computers on the internet, innit.
  17. 17. http://www.flickr.com/photos/rainbowproject/3928445074/
  18. 18. £10,000 please. http://www.flickr.com/photos/rainbowproject/3928445074/
  19. 19. Image from Oliver Twist
  20. 20. It’s like SaaS or Software as a Service, and infrastructure provision and PaaS, that’s Platform as a Service and utility computing being provided in public clouds, which is different from private clouds which aren’t cloud computing, unless of course you’re talking about hybrid clouds which sort of are and it’s hype and lock-in and did I mention infrastructure?
  21. 21. 67 definitions
  22. 22. 373 slides Severe Pain risk of harm OK No. Slides
  23. 23. 1. On-demand self-service Internet infrastructure where you pay-as-you-go and use only what you need, all managed by a browser, application or API. Cloud computing is broken up into multiple segments including: Cloud Infrastructure, Cloud Platforms and Cloud Applications. (see "Cloud Pyramid")
  24. 24. No definition
  25. 25. Our Cloud = Product
  26. 26. NIST (National Institute of Science & Technology)
  27. 27. Version 15
  28. 28. National Institute of Standards and Technology, Information Technology Laboratory Note 1: Cloud computing is still an evolving paradigm. Its definitions, use cases, underlying technologies, issues, risks, and benefits will be refined in a spirited debate by the public and private sectors. These definitions, attributes, and characteristics will evolve and change over time. Note 2: The cloud computing industry represents a large ecosystem of many models, vendors, and market niches. This definition attempts to encompass all of the various cloud approaches. Definition of Cloud Computing: Cloud computing is a model for enabling convenient, on-demand network access to a shared pool of configurable computing resources (e.g., networks, servers, storage, applications, and services) that can be rapidly provisioned and released with minimal management effort or service provider interaction. This cloud model promotes availability and is composed of five essential characteristics, three service models, and four deployment models. Essential Characteristics: On-demand self-service. A consumer can unilaterally provision computing capabilities, such as server time and network storage, as needed automatically without requiring human interaction with each service’s provider. Broad network access. Capabilities are available over the network and accessed through standard mechanisms that promote use by heterogeneous thin or thick client platforms (e.g., mobile phones, laptops, and PDAs). Resource pooling. The provider’s computing resources are pooled to serve multiple consumers using a multi-tenant model, with different physical and virtual resources dynamically assigned and reassigned according to consumer demand. There is a sense of location independence in that the customer generally has no control or knowledge over the exact location of the provided resources but may be able to specify location at a higher level of abstraction (e.g., country, state, or datacenter). Examples of resources include storage, processing, memory, network bandwidth, and virtual machines. Rapid elasticity. Capabilities can be rapidly and elastically provisioned, in some cases automatically, to quickly scale out and rapidly released to quickly scale in. To the consumer, the capabilities available for provisioning often appear to be unlimited and can be purchased in any quantity at any time. Measured Service. Cloud systems automatically control and optimize resource use by leveraging a metering capability at some level of abstraction appropriate to the type of service (e.g., storage, processing, bandwidth, and active user accounts). Resource usage can be monitored, controlled, and reported providing transparency for both the provider and consumer of the utilized service. Service Models: Cloud Software as a Service (SaaS). The capability provided to the consumer is to use the provider’s applications running on a cloud infrastructure. The applications are accessible from various client devices through a thin client interface such as a web browser (e.g., web-based email). The consumer does not manage or control the underlying cloud infrastructure including network, servers, operating systems, storage, or even individual application capabilities, with the possible exception of limited user-specific application configuration settings. Cloud Platform as a Service (PaaS). The capability provided to the consumer is to deploy onto the cloud infrastructure consumer-created or acquired applications created using programming languages and tools supported by the provider. The consumer does not manage or control the underlying cloud infrastructure including network, servers, operating systems, or storage, but has control over the deployed applications and possibly application hosting environment configurations. Cloud Infrastructure as a Service (IaaS). The capability provided to the consumer is to provision processing, storage, networks, and other fundamental computing resources where the consumer is able to deploy and run arbitrary software, which can include operating systems and applications. The consumer does not manage or control the underlying cloud infrastructure but has control over operating systems, storage, deployed applications, and possibly limited control of select networking components (e.g., host firewalls). Deployment Models: Private cloud. The cloud infrastructure is operated solely for an organization. It may be managed by the organization or a third party and may exist on premise or off premise. Community cloud. The cloud infrastructure is shared by several organizations and supports a specific community that has shared concerns (e.g., mission, security requirements, policy, and compliance considerations). It may be managed by the organizations or a third party and may exist on premise or off premise. Public cloud. The cloud infrastructure is made available to the general public or a large industry group and is owned by an organization selling cloud services. Hybrid cloud. The cloud infrastructure is a composition of two or more clouds (private, community, or public) that remain unique entities but are bound together by standardized or proprietary technology that enables data and application portability (e.g., cloud bursting for load-balancing between clouds). Note: Cloud software takes full advantage of the cloud paradigm by being service oriented with a focus on statelessness, low coupling, modularity, and semantic interoperability.
  29. 29. Note 1: Cloud computing is still an evolving paradigm.
  30. 30. We don’t know what “cloud” is yet. http://www.flickr.com/photos/rainbowproject/3928445074/
  31. 31. 3 service models 4 deployment models 5 essential characteristics
  32. 32. Trains have wheels, they move along a track and are run by public & private operators http://www.flickr.com/photos/oddsock/322932213
  33. 33. Why trains? http://www.flickr.com/photos/oddsock/322932213
  34. 34. “The real thing to do today is to capture, what are the dimensions of the thing that literally, I will tell you, we’re betting our company on, and I think pretty much everybody in the technology industry is betting their companies on” Microsoft CEO, Steve Ballmer
  35. 35. We don’t know what “cloud” is yet http://www.flickr.com/photos/rainbowproject/3928445074/
  36. 36. We don’t know what “cloud” is yet but bet your company on it http://www.flickr.com/photos/rainbowproject/3928445074/
  37. 37. We don’t know what “cloud” is yet but bet your company on it everybody else is. http://www.flickr.com/photos/rainbowproject/3928445074/
  38. 38. “open up exciting new prospects for the employment of computers in ways and on a scale that would have seemed pure fantasy only five year ago”
  39. 39. “The challenge of the Computer Utility” Douglas Parkhill 1966
  40. 40. “The challenge of the Computer Utility” Douglas Parkhill 1966
  41. 41. “The challenge of the Computer Utility” Douglas Parkhill 1966
  42. 42. “The challenge of Public & Private the Computer Utility” Douglas Parkhill 1966
  43. 43. “The challenge of Public & Private the Computer Elastic Supply Utility” Douglas Parkhill 1966
  44. 44. “The challenge of Public & Private the Computer Elastic Supply Utility” Douglas Parkhill Utility basis 1966
  45. 45. “The challenge of Public & Private the Computer Elastic Supply Utility” Douglas Parkhill Utility basis 1966 Online
  46. 46. +44 years
  47. 47. Computer Utility Cloud Computing
  48. 48. Private cloud isn’t cloud computing Yes, it is Oh not it isn’t http://www.flickr.com/photos/rainbowproject/3928445074/
  49. 49. process engineering secure Web 2.0 adaptable show ROI Outsource flexible innovate Six Sigma Open source align to the SOA Agile business SAAS Enterprise 2.0 Cloud cost efficient REST Offshore good governance Organic ITIL focus on core KPIs Demand management
  50. 50. Economics
  51. 51. Economics What is cloud?
  52. 52. Economics What is cloud? Why now?
  53. 53. Economics What is cloud? Why now? Benefits & Risks
  54. 54. Economics What is cloud? Why now? Benefits & Risks Private or Public?
  55. 55. Economics What is cloud? Why now? Benefits & Risks Private or Public? Myths
  56. 56. Economics What is cloud? Why now? Benefits & Risks Private or Public? Myths Ubuntu
  57. 57. Diffusion of innovation Everett Rogers ( 1931 - 2004 )
  58. 58. Technology Adoption
  59. 59. Market Share % Technology Adoption
  60. 60. Shapes of curves of diffusions for innovations that spread over various periods of time Late adopters Innovation 1 Innovation 2 Innovation 3 Take-off Earlier Adopters Time
  61. 61. % of ownership Number of years (1=year invented)
  62. 62. % of Ownership
  63. 63. Ubiquity
  64. 64. Ubiquity Time
  65. 65. Ubiquity Early Time
  66. 66. Ubiquity Laggards Early Time
  67. 67. Ubiquity “New and Improved” Time
  68. 68. Ubiquity Early Time
  69. 69. Ubiquity Laggards Time
  70. 70. Ubiquity “New and Improved” Time
  71. 71. Disruptive Ubiquity Change Time
  72. 72. Disruptive Ubiquity Change Clayton Christensen Time
  73. 73. Ubiquity Laggards Early Time
  74. 74. Ubiquity More defined, feature complete & better understood Time
  75. 75. Sccott Beale/Laughing Squid : http://www.flickr.com/photos/laughingsquid/
  76. 76. Ubiquity
  77. 77. Ubiquity Certainty
  78. 78. Ubiquity TV’s, Phones & VCRS Certainty
  79. 79. Ubiquity TV’s, Phones & VCRS Certainty
  80. 80. Ubiquity Innovation Certainty
  81. 81. Ubiquity Commodity Certainty
  82. 82. Ubiquity Innovation of early lists, 1980. Certainty
  83. 83. Ubiquity Custom built, DB Marketing Mid 80s Certainty
  84. 84. Ubiquity Product Early 90s Certainty
  85. 85. Utility Services Ubiquity of Salesforce Certainty
  86. 86. Ubiquity Utility Services Commodity Product Custom built Innovation Certainty
  87. 87. Ubiquity Innovation of Z3, 1941 Certainty
  88. 88. Ubiquity Custom Built LEO, 1946 Certainty
  89. 89. Ubiquity Products IBM 650, 1954 Certainty
  90. 90. Ubiquity Commodity Hardware Certainty
  91. 91. Utility services Ubiquity of Amazon EC2 Certainty
  92. 92. Ubiquity Innovation of W. H. Wollaston, 1821 Certainty
  93. 93. Ubiquity Early Products, Hippolyte Pixii, 1830s Certainty
  94. 94. Utility Services Ubiquity of the National Grid Certainty
  95. 95. Ubiquity Certainty
  96. 96. Ubiquity io n at it is o d m m Co Certainty
  97. 97. http://www.flickr.com/photos/privatenobby
  98. 98. http://www.flickr.com/photos/billege
  99. 99. http://www.flickr.com/photos/billege/
  100. 100. Ubiquity Demand (user competition) Certainty
  101. 101. http://www.flickr.com/photos/privatenobby
  102. 102. http://www.flickr.com/photos/mush2274
  103. 103. http://www.flickr.com/photos/mush2274/
  104. 104. Ubiquity Demand (user competition) Improvement (supply competition) Certainty
  105. 105. Ubiquity Demand (user competition) io n at it is o d m m C o Improvement (supply competition) Certainty
  106. 106. Economics What is cloud?
  107. 107. Ubiquity Certainty
  108. 108. Ubiquity Certainty
  109. 109. Ubiquity Widespread (Demand) Feature Complete (Improvement) Certainty
  110. 110. Ubiquity Certainty
  111. 111. Application Database Framework Messaging Operating System Virtualisation CPU Memory I/O
  112. 112. Application Framework Messaging Operating System Virtualisation Memory I/O
  113. 113. Application Framework Messaging Operating System Virtualisation Infrastructure Memory I/O
  114. 114. Application Framework Messaging Platform Operating System Virtualisation Infrastructure Memory I/O
  115. 115. Application Software Framework Messaging Platform Operating System Virtualisation Infrastructure Memory I/O
  116. 116. Ubiquity Software ... as a Platform Service Infrastructure ... as a Product Certainty
  117. 117. Economics What is cloud? Why now?
  118. 118. What is Industrial Revolution?
  119. 119. It’s like mechanised horses, innit.
  120. 120. 43 definitions
  121. 121. 1. Broad socioeconomic and technological changes starting in the early 18th century.
  122. 122. 2. Rapid development of industry in the early 19th century.
  123. 123. No definition
  124. 124. + 200 years
  125. 125. Cloud? Hang on, let’s look at Google. http://www.flickr.com/photos/radioflyer007/ http://petjunction.blogspot.com/2007/07/adorables.html
  126. 126. Not a thing
  127. 127. Transition
  128. 128. http://www.flickr.com/photos/21734563@N04/2179722280/
  129. 129. Concept
  130. 130. Concept Suitability
  131. 131. Concept Technology Suitability
  132. 132. Attitude Concept Technology Suitability
  133. 133. Attitude Concept Industrial Technology Revolution Suitability
  134. 134. Industrial = Our Revolution Product
  135. 135. Cloud = Our Computing Product
  136. 136. Cloud Computing
  137. 137. Concept
  138. 138. Concept Suitability
  139. 139. Concept ? Technology Suitability
  140. 140. Gerald J. Popek (1947-2008)
  141. 141. Attitude Concept ? Technology Suitability
  142. 142. Paul Strassmann http://www.strassmann.com/
  143. 143. Nick Carr
  144. 144. Ubiquity g in ue h l is va in c im g i D e ra t st Certainty
  145. 145. Ubiquity Competitive advantage Certainty
  146. 146. Cost of doing Ubiquity business Certainty
  147. 147. Payroll HR Systems CRM ERP Sales Automation Infrastructure Finance & Accounting
  148. 148. Cost of doing Ubiquity HR Payroll business Certainty
  149. 149. Cost of doing Ubiquity HR Payroll business Min. Strategic value Certainty
  150. 150. Ubiquity HR Payroll Why are we spending $600M p.a. on customising stuff has no strategic value? Certainty
  151. 151. Gain competitive advantage by customising your payroll system http://www.flickr.com/photos/rainbowproject/3928445074/
  152. 152. Ubiquity Now Way back when ... Certainty
  153. 153. Ubiquity Standardised Service! Certainty
  154. 154. Ubiquity Standardised Service! Marketplace Certainty
  155. 155. Attitude Concept Technology Suitability
  156. 156. Recap
  157. 157. % of ownership Number of years (1=year invented)
  158. 158. Ubiquity Utility Services Commodity Product Custom built Innovation Certainty
  159. 159. Demand Ubiquity (user competition) io n at it is o d m m C o Improvement (supply competition) Certainty
  160. 160. Ubiquity Widespread (Demand) Feature Complete (Improvement) Certainty
  161. 161. Attitude Concept Technology Suitability
  162. 162. “The challenge of Public & Private the Computer Elastic Supply Utility” Douglas Parkhill Utility basis 1966 Online
  163. 163. Ubiquity Standardised Service! Marketplace Certainty
  164. 164. Ubiquity Software ... as a Platform Service Infrastructure ... as a Product Certainty
  165. 165. It’s like SaaS or Software as a Service, and infrastructure provision and PaaS, that’s Platform as a Service and utility computing being provided in public clouds, which is different from private clouds which aren’t cloud computing, unless of course you’re talking about hybrid clouds which sort of are and it’s hype and lock-in and did I mention infrastructure?
  166. 166. What is cloud? Why now? Benefits & Risks
  167. 167. Ubiquity Early Utility Westinghouse, 1890s Product Hippolyte Pixii, 1830s Certainty
  168. 168. Ubiquity Economies of scale (volume operations) Certainty
  169. 169. Ubiquity Economies of scale (volume operations) Focus on core (outsource) Certainty
  170. 170. Ubiquity Economies of scale (volume operations) Focus on core (outsource) Pay per use (utility) Certainty
  171. 171. Ubiquity Economies of scale (volume operations) Focus on core (outsource) Pay per use (utility) Speed (Self Service) Certainty
  172. 172. The fundamental impulse that sets and keeps the capitalist engine in motion comes from the new consumers, goods, the new methods of production or transportation, the new markets, the new forms of industrial organization that capitalist enterprise creates. Joseph A. Schumpeter (1883 - 1950)
  173. 173. The fundamental impulse that sets and keeps the capitalist engine in motion comes from the new consumers, goods, the new methods of production or transportation, the new markets, the new forms of industrial organization that capitalist enterprise creates. Joseph A. Schumpeter (1883 - 1950)
  174. 174. Creative Destruction Joseph A. Schumpeter (1883 - 1950)
  175. 175. Ubiquity lu e Va in g o d E r Certainty
  176. 176. Ubiquity lu e Va in g o d E r Enables Innovation Certainty
  177. 177. Ubiquity Internet Electricity Hardware Certainty
  178. 178. Ubiquity Internet Electricity Hardware Search Certainty
  179. 179. Ubiquity Software Platform Infrastructure Enable Innovation Certainty
  180. 180. Previous Time (mins) New server 72,000 64 node 130,000 cluster
  181. 181. Previous Cloud Time Time (mins) (mins) New server 72,000 7 64 node 130,000 15 cluster
  182. 182. Theory of Hierarchy Componentisation Herbert A. Simon (1916 - 2001)
  183. 183. Rate of evolution of a system is dependant upon the organisation of its subsystems. Herbert A. Simon (1916 - 2001)
  184. 184. Application
  185. 185. Application Database Framework Messaging
  186. 186. Application Database Framework Messaging Operating System Virtualisation CPU Memory I/O
  187. 187. Application Database Framework Messaging Operating System Virtualisation CPU Memory I/O
  188. 188. Application Orders of Magnitude CPU
  189. 189. Ubiquity Software Platform Infrastructure Certainty
  190. 190. Ubiquity Software Platform Infrastructure Accelerated Innovation Certainty
  191. 191. Henry Maudslay (1771 - 1831)
  192. 192. Ubiquity Innovation Flemming Valve, 1904 Certainty
  193. 193. Ubiquity Products Intel 4004, 2300 Transistors, 1971 Certainty
  194. 194. Busicom
  195. 195. Busicom MCS-4
  196. 196. Busicom Co-Evolution MCS-4
  197. 197. > 1,000,000,000,000,000,000 Greater consumption 1
  198. 198. 0.0002c $700 Reduced cost per unit
  199. 199. Pay per use = greater efficiency greater efficiency = less cost http://www.flickr.com/photos/rainbowproject/3928445074/
  200. 200. “Jevons Paradox” Technological progress that increases the efficiency with which a resource is used, tends to increase the rate of consumption of that resource. William Stanley Jevons, 1865
  201. 201. Ubiquity Economies of scale (volume operations) Focus on core (outsource) Pay per use (utility) Speed (Self Service) Certainty
  202. 202. Ubiquity Accelerated Innovation (componentisation) Certainty
  203. 203. Ubiquity Accelerated Innovation (componentisation) Greater consumption (componentisation, co- evolution, Jevons paradox) Certainty
  204. 204. Economics What is cloud? Why now? Benefits & Risks
  205. 205. Ubiquity Disruptive ... as a Product Certainty
  206. 206. Transition Ubiquity Certainty
  207. 207. Transition Ubiquity Confusion Certainty
  208. 208. Transition Ubiquity Confusion Governance Certainty
  209. 209. Transition Ubiquity Confusion Governance Trust Certainty
  210. 210. Transition Ubiquity Confusion Governance Trust Security Certainty
  211. 211. Transition Ubiquity Confusion Governance Trust Security Transparency Certainty
  212. 212. Outsourcing Ubiquity Certainty
  213. 213. Outsourcing Ubiquity Suitability Certainty
  214. 214. Outsourcing Ubiquity Suitability Competition Certainty
  215. 215. Outsourcing Ubiquity Suitability Competition Lock-in Certainty
  216. 216. Outsourcing Ubiquity Suitability Competition Lock-in Second Source Certainty
  217. 217. Outsourcing Ubiquity Suitability Competition Lock-in Second Source Control Certainty
  218. 218. Transition Outsourcing Ubiquity Confusion Suitability Governance Competition Trust Lock-in Security Second Source Transparency Control Certainty
  219. 219. You have choice! http://www.flickr.com/photos/rainbowproject/3928445074/
  220. 220. Ubiquity Market You Certainty
  221. 221. Ubiquity Market Competitive Gap You Certainty
  222. 222. Ubiquity Market Pay per use Focus on core Economies of scale Speed to market Accelerated innovation You Reduced cost Certainty
  223. 223. http://www.flickr.com/photos/privatenobby
  224. 224. http://www.flickr.com/photos/billege
  225. 225. http://www.flickr.com/photos/giddygoose/
  226. 226. “Red Queen Hypothesis” The need to constantly evolve in order to stand still relative to a surrounding ecosystem Prof. Van Valen
  227. 227. Ubiquity Market re ssu Pre You Prof. Van Valen “Red Queen Hypothesis” Certainty
  228. 228. Benefits vs Risks
  229. 229. Recap
  230. 230. Ubiquity Utility Services Commodity Product Custom built Innovation Certainty
  231. 231. Ubiquity Demand (user competition) Improvement (supply competition) Certainty
  232. 232. Ubiquity Software ... as a Platform Service Infrastructure ... as a Product Certainty
  233. 233. Attitude Concept Technology Suitability
  234. 234. Ubiquity Economies of scale (volume operations) Focus on core (outsource) Pay per use (utility) Speed (Self Service) Certainty
  235. 235. Ubiquity Accelerated Innovation (componentisation) Greater consumption (componentisation, co- evolution, Jevons paradox) Certainty
  236. 236. Ubiquity Disruptive ... as a Product Certainty
  237. 237. Transition Ubiquity Confusion Governance Trust Security Transparency Certainty
  238. 238. Outsourcing Ubiquity Suitability Competition Lock-in Second Source Control Certainty
  239. 239. Transition Outsourcing Ubiquity Confusion Suitability Governance Competition Trust Lock-in Security Second Source Transparency Control Certainty
  240. 240. Ubiquity Market re ssu Pre You Prof. Van Valen “Red Queen Hypothesis” Certainty
  241. 241. http://www.flickr.com/photos/21734563@N04/2179722280/
  242. 242. Benefits vs Risks
  243. 243. Economics What is cloud? Why now? Benefits & Risks Private or Public?
  244. 244. Consumer Provider
  245. 245. Public Cloud Consumer Provider
  246. 246. Consumer Provider
  247. 247. Private Cloud Consumer Provider
  248. 248. Private Cloud Consumer Provider
  249. 249. Private Cloud Business I.T. Dept Units
  250. 250. Ubiquity Certainty
  251. 251. Ubiquity Private Public Certainty
  252. 252. Ubiquity Hybrid Certainty
  253. 253. Ubiquity Transition Governance Trust Hybrid Security Certainty
  254. 254. “The challenge of the Computer Utility” Douglas Parkhill 1966
  255. 255. variety of models Consumer Provider
  256. 256. Economics What is cloud? Why now? Risks Private or Public? Myths
  257. 257. Only public cloud is cloud computing! http://www.flickr.com/photos/rainbowproject/3928445074/
  258. 258. Only public cloud is cloud computing! You have choice! http://www.flickr.com/photos/rainbowproject/3928445074/
  259. 259. Only public cloud is cloud computing! You have choice! Standards don’t matter http://www.flickr.com/photos/rainbowproject/3928445074/
  260. 260. Cloud is Green. It’ll reduce your IT spend. http://www.flickr.com/photos/rainbowproject/3928445074/
  261. 261. Ubiquity Software Platform Infrastructure Pay per use (utility) Economies of scale (volume operations) Certainty
  262. 262. efficiency
  263. 263. Ubiquity Software Platform Infrastructure Accelerated Innovation (componentisation) Greater consumption (componentisation, co- evolution, Jevons paradox) Certainty
  264. 264. consumption efficiency
  265. 265. Image from Oliver Twist
  266. 266. Infrastructure = Code We can automate! http://www.flickr.com/photos/rainbowproject/3928445074/
  267. 267. Infrastructure = Code We can automate! BOFH = 200 M BOFH++ = 20K VM http://www.flickr.com/photos/rainbowproject/3928445074/
  268. 268. Infrastructure = Code We can automate! BOFH = 200 M BOFH++ = 20K VM Reduce BOFH by 95%+ http://www.flickr.com/photos/rainbowproject/3928445074/
  269. 269. Operational Efficiency Ima
  270. 270. WORKLOAD Operational Efficiency Ima
  271. 271. It’s an Innovation Oh, Yes it is. http://www.flickr.com/photos/rainbowproject/3928445074/
  272. 272. Ubiquity Standardised, low cost service Marketplace Certainty
  273. 273. Innovation = $$$
  274. 274. Ubiquity + $$$ Innovation Certainty
  275. 275. Ubiquity Market Competitive Gap You Certainty
  276. 276. All IT is the same! http://www.flickr.com/photos/rainbowproject/3928445074/
  277. 277. Ubiquity IT Certainty
  278. 278. Ubiquity Certainty
  279. 279. Ubiquity Certainty
  280. 280. Ubiquity Dynamic Certainty
  281. 281. Ubiquity Dynamic Uncertain Certainty
  282. 282. Ubiquity Dynamic Uncertain Deviation Certainty
  283. 283. Ubiquity Dynamic Uncertain Deviation Differential Certainty
  284. 284. Ubiquity Dynamic Uncertain Deviation Differential Worth Certainty
  285. 285. Ubiquity Certainty
  286. 286. Ubiquity Static Certainty
  287. 287. Ubiquity Static Defined Certainty
  288. 288. Ubiquity Static Defined No Deviation Certainty
  289. 289. Ubiquity Static Defined No Deviation Standard Certainty
  290. 290. Ubiquity Static Defined No Deviation Standard Cost Certainty
  291. 291. Ubiquity Different Characteristics Certainty
  292. 292. Ubiquity Utility Services of Salesforce 90’s Early Product Custom built, DB Marketing Innovation of early lists Certainty
  293. 293. Ubiquity No Magic Bullets Certainty
  294. 294. Ubiquity Six Sigma Agile Certainty
  295. 295. Ubiquity Six Sigma Certainty
  296. 296. Ubiquity Six Sigma Certainty
  297. 297. Ubiquity Six Sigma Certainty
  298. 298. The fundamental impulse that sets and keeps the capitalist engine in motion comes from the new consumers, goods, the new methods of production or transportation, the new markets, the new forms of industrial organization that capitalist enterprise creates. Joseph A. Schumpeter (1883 - 1950)
  299. 299. Ubiquity Agile Certainty
  300. 300. Ubiquity Agile Certainty
  301. 301. Ubiquity Agile Certainty
  302. 302. Ubiquity Market re ssu Pre You Prof. Van Valen “Red Queen Hypothesis” Certainty
  303. 303. Ubiquity Competitive Efficiency (Survival Today) Future Wealth (Survival Tomorrow) Certainty
  304. 304. Innovation Paradox Survival today requires ‘coherence, coordination and stability’. Survival tomorrow requires the replacement of these erstwhile virtues. Salaman & Storey
  305. 305. Ubiquity Software Platform Infrastructure Accelerated Innovation Certainty
  306. 306. http://www.flickr.com/photos/privatenobby
  307. 307. Ubiquity “One size fits all” Certainty
  308. 308. Public cloud Amazon EC2 Ubuntu on EC2 (April’09)
  309. 309. Rapid Deployment. Private cloud Eucalyptus VM Web UI KVM Hyp. Cloud Node Controller Controller Ubuntu Server Edition Physical (bare bones)
  310. 310. Rapid Deployment. Private cloud On premise. Eucalyptus VM Web UI KVM Hyp. Cloud Node Controller Controller Ubuntu Server Edition Physical (bare bones)
  311. 311. Rapid Deployment. Private cloud On premise. Eucalyptus VM Web UI KVM Hyp. Self Service IT. Cloud Node Controller Controller Ubuntu Server Edition Physical (bare bones)
  312. 312. Rapid Deployment. Private cloud On premise. Eucalyptus VM Web UI KVM Hyp. Self Service IT. Cloud Node Controller Controller Track EC2 / S3. Ubuntu Server Edition Physical (bare bones)
  313. 313. Rapid Deployment. Private cloud On premise. Eucalyptus VM Web UI KVM Hyp. Self Service IT. Cloud Node Controller Controller Track EC2 / S3. Ubuntu Server Edition Physical (bare bones) Best of Breed.
  314. 314. Private cloud Eucalyptus VM Web UI KVM Hyp. Ubuntu Enterprise Cloud Node Cloud Controller Controller Ubuntu Server Edition (April ’09) Physical (bare bones)
  315. 315. Public cloud Private cloud Amazon EC2 Eucalyptus VM Web UI KVM Hyp. Cloud Node Controller Controller Ubuntu Server Edition Physical (bare bones)
  316. 316. Public cloud Private cloud Amazon EC2 Eucalyptus VM Web UI KVM Hyp. Cloud Node Controller Controller EC2 & S3 API Ubuntu Server Edition Physical (bare bones)
  317. 317. Public cloud Private cloud Amazon EC2 Eucalyptus VM Web UI KVM Hyp. Cloud Node Controller Controller Common Management Tools Ubuntu Server Edition Physical (bare bones)
  318. 318. Public cloud Private cloud Amazon EC2 Eucalyptus VM Web UI KVM Hyp. Cloud Node Controller Controller Common Machine Images Ubuntu Server Edition Physical (bare bones)
  319. 319. Public cloud Private cloud Amazon EC2 Eucalyptus VM Web UI KVM Hyp. Cloud Node Controller Controller Bursting Easier Ubuntu Server Edition Physical (bare bones)
  320. 320. Public cloud Private cloud Amazon EC2 Eucalyptus VM Web UI KVM Hyp. Cloud Node Controller Controller Ubuntu Server Edition Physical (bare bones)
  321. 321. Public cloud Private cloud Reference model Amazon EC2 Eucalyptus VM Web UI KVM Hyp. Cloud Node Controller Controller Ubuntu Server Edition Physical (bare bones)
  322. 322. > 8,000 private clouds based on UEC
  323. 323. ubuntu.com/cloud 24x7 Support Training Professional Services JumpStart
  324. 324. Summary
  325. 325. % of ownership Number of years (1=year invented)
  326. 326. Ubiquity Utility Services Commodity Product Custom built Innovation Certainty
  327. 327. Ubiquity io n at it is o d m m Co Certainty
  328. 328. Ubiquity Demand (user competition) io n at it is o d m m C o Improvement (supply competition) Certainty
  329. 329. Our Cloud = Product
  330. 330. Ubiquity Software ... as a Platform Service Infrastructure ... as a Product Certainty
  331. 331. Ubiquity Economies of scale (volume operations) Focus on core (outsource) Pay per use (utility) Speed (Self Service) Certainty
  332. 332. Ubiquity Software Platform Infrastructure Accelerated Innovation (componentisation) Greater consumption (componentisation, co- evolution, Jevons paradox) Certainty
  333. 333. Transition Outsourcing Ubiquity Confusion Suitability Governance Competition Trust Lock-in Security Second Source Transparency Control Certainty
  334. 334. Ubiquity Disruptive ... as a Product Certainty
  335. 335. variety of models Consumer Provider
  336. 336. Public cloud Private cloud Reference model Amazon EC2 Eucalyptus VM Web UI KVM Hyp. Cloud Node Controller Controller EC2 / S3 Ubuntu Server Edition Physical (bare bones)
  337. 337. Benefits vs Risks
  338. 338. http://www.flickr.com/photos/rainbowproject/3928445074/
  339. 339. Ubiquity Market re ssu Pre You Prof. Van Valen “Red Queen Hypothesis” Certainty
  340. 340. Henry Maudslay (1771 - 1831)
  341. 341. consumption efficiency
  342. 342. WORKLOAD Operational Efficiency Ima
  343. 343. Ubiquity Competitive Efficiency (Survival Today) Future Wealth (Survival Tomorrow) Certainty
  344. 344. Innovation = $$$
  345. 345. Ubiquity Hybrid Certainty
  346. 346. Attitude Concept Technology Suitability
  347. 347. “The challenge of Public & Private the Computer Elastic Supply Utility” Douglas Parkhill Utility basis 1966 Online
  348. 348. You told me about business stuff photos/videoplacebo/3481780379/
  349. 349. Ubiquity Software ... as a Platform Service Infrastructure ... as a Product Computing Utility Certainty
  350. 350. Ubiquity Software ... as a Platform Service Infrastructure ... as a Product Computing Utility Certainty
  351. 351. Ubiquity Software ... as a Platform Service Infrastructure ... as a Product Certainty
  352. 352. Ubiquity Software ... as a Platform Service Infrastructure Cloud ... as a Product Certainty
  353. 353. We don’t know what “cloud” is yet but bet your company on it everybody else is. http://www.flickr.com/photos/rainbowproject/3928445074/
  354. 354. Thank you ubuntu.com/cloud simon.wardley@canonical.com twitter: swardley

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