7 12-2010 - UU - Microsoft Cloud Services - peter de haas -final


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Gast college Cloud Computing vanuit Microsoft perspectief - Universiteit van Utrecht

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7 12-2010 - UU - Microsoft Cloud Services - peter de haas -final

  1. 1. Microsoft Cloud|Services<br />Peter de Haas<br />Online Strategy Managerpeter.dehaas@microsoft.com@dehaaspeter<br />7 december 2010<br />
  2. 2. Agenda<br />Introductie<br />Cloud Computing<br />Ontwikkelingenbinnen Microsoft <br /><pauze van 15 minuten><br />Klantcases<br />Verandering, de markt<br />Partner Eco Systeem<br />De toekomst<br />
  3. 3. Microsoft The Netherlands<br />b2b & b2c<br />645 and 380<br />education <br />mark/sales/serv<br />38,7<br />‘realize potential’<br />
  4. 4. “A PC on every desk <br />and in every home”<br />
  5. 5. Cloud Computing<br />
  7. 7. Cloud computing taxonomy<br />IaaS<br />PaaS<br />SaaS<br />Traditional IT<br />Applications<br />Applications<br />Applications<br />Applications<br />You manage<br />Data<br />Data<br />Data<br />Data<br />You manage<br />Runtime<br />Runtime<br />Runtime<br />Runtime<br />Managed by vendor<br />Middleware<br />Middleware<br />Middleware<br />Middleware<br />Managed by vendor<br />You manage<br />O/S<br />O/S<br />O/S<br />O/S<br />Managed by vendor<br />Virtualization<br />Virtualization<br />Virtualization<br />Virtualization<br />Servers<br />Servers<br />Servers<br />Servers<br />Storage<br />Storage<br />Storage<br />Storage<br />Networking<br />Networking<br />Networking<br />Networking<br />
  8. 8. Generational Shift<br />Business<br />Economic<br />Technology<br />Centralized compute & storage, thin clients<br />High upfront costs for hardware and software<br />Optimized for efficiency due to high cost<br />PCs and servers for distributed compute, storage, etc.<br />Perpetual license for OS and application software<br />Optimized for agility due to low cost<br />Pay as you go, and only for what you use<br />Large DCs, commodity HW, scale-out, devices<br />Order of magnitude better efficiency and agility<br />
  9. 9. Economics of Multi-Tenancy<br />SINGLE-TENANT APPLICATION<br />Each client has a dedicated instance<br />Instances separately administrated<br />Dedicated resources<br />Costs grow with scale<br />Client<br />Client<br />Client<br />Instance<br />Instance<br />Instance<br />Admins<br />Admins<br />Admins<br />Resources<br />Resources<br />Resources<br />
  10. 10. Economics of Multi-Tenancy<br />MULTI-TENANT APPLICATION<br />One instance for all clients<br />One group of administrators<br />Fixed resources are shared<br />Client<br />Client<br />Client<br />Instance<br />Instance<br />Instance<br />Resources<br />Resources<br />Resources<br />Admins<br />Admins<br />Admins<br />
  11. 11. Datacenter Service Delivery Is Evolving<br />PublicCloud<br />Traditional Computing<br />PrivateCloud<br />
  12. 12. Greater Business Agility <br />Reliability Of Services<br />Respond to business demands more effectively<br />Manage Costs <br />Focus on solving business problems, not on infrastructure issues<br />Shift from capital expenditures to lowering operational expenditures <br />Drivers for Private Cloud<br />Multi-Tenant<br />Self-Service<br />Metered by Use<br />Scalable<br />Elastic<br />Emerging Private Cloud Attributes<br />
  13. 13. Private Cloud, Public Cloud<br />SMB<br />(<200 servers)<br />Government<br />(Fragmented)<br />Academic<br />Size represents number of servers in market<br />Public Cloud Economics<br />Midsize<br />(200-1,500 servers)<br />Enterprise<br />(1,500+ servers)<br />Government<br />(Consolidated)<br />Private Cloud Preference<br />Source: Microsoft<br />
  14. 14. Private Cloud, Public Cloud<br />Midsize Company Example<br />HPC/Batch<br />Dev/Test<br />Web<br />Packaged Biz Apps<br />Comm & Collab<br />Custom Biz Apps<br />File Servers<br />Public Cloud Economics<br />Private Cloud Preference<br />Source: Microsoft<br />
  15. 15. De Toekomst van Infrastructuur<br />Hosted Applicaties<br />Cloud <br />Services<br />On-Premises<br />Servers<br />In/Outsourcing<br />Efficiencies of scale<br />Specialized Services<br />Supplementary and Value Add<br />Efficiencies of scale<br />Scale on demand<br />Universal Functionality<br />Control & ownership<br />Strategic capabilities<br />Customization<br />Infrastructure TCO<br />External expertise<br />Time to market<br />15<br />
  16. 16. Ontwikkelingenbinnen Microsoft <br />
  17. 17. Cloud|Services Platform<br />3rd Party<br />Apps & Solutions<br />Live Services<br />Online Services<br />Building Block Services<br />Datacenters<br />Computers<br />Networks<br />
  18. 18. De Microsoft Cloud<br />~100 + Data Centers Wereldwijd<br />Quincy, WA<br />Chicago, IL<br />San Antonio, TX<br />Dublin, Ireland<br />Generation 4 DCs<br />
  19. 19. Datacenter TransformatieMicrosoft Datacenters <br />Generatie 4<br />Generatie 1<br />Generatie 2<br />Generatie 3<br />Modulair datacenter<br />(toekomst)<br />Co location<br />Dichtheid<br />Containers<br />IT PAC<br />(Pre-Assembled Components)<br />Containers<br />Server<br />Capaciteit<br />Rack <br />Schaalbare en duurzame datacenters<br />Schaalbaarheid<br />Density and sustainability<br />
  20. 20.
  21. 21.
  22. 22. http://www.microsoft.com/environment/cloud.aspx<br />
  23. 23. <ul><li>The data centre – one of the largest construction projects in the Republic of Ireland over last 12 months
  24. 24. has taken approximately one million man-hours to complete and involved a workforce close to 2,100 at peak. </li></li></ul><li><ul><li>Making use of the low ambient air temperatures in Ireland, the facility uses ‘free air’ cooling almost exclusively.
  25. 25. This means the operating environment can be maintained without mechanical or refrigerated cooling systems for over 95% of the time.
  26. 26. Mechanical cooling typically represents ~38% of the power consumed in traditional data centres. </li></li></ul><li><ul><li>This cooling system eliminates the necessity for chilled water cooling systems, used in traditional data centres. This saves ~18 million litres of water each month. </li></li></ul><li>Beveiliging & Compliancy Programma<br />Eenrisicogebaseerde, integraleaanpakvoor het optimaalbeheren en leveren van data en diensten<br />Security Management <br />Security Monitoring & Response, Threat & Vulnerability Management<br />Data<br />Access Control & Monitoring, File/Data Integrity<br />User<br />Account Management, Training & Awareness, Screening<br />Application<br />Secure Development Lifecycle, Access Control & Monitoring, Anti-Malware<br />Host<br />Access Control & Monitoring, Anti-Malware, Patch & Config Mgmt<br />Internal Network<br />Dual-factor Authentication, Intrusion Detection, Vulnerability Scanning<br />Facility<br />Video Surveillance, biometrics, Access Control<br />Network perimeter<br />Edge Routers, Firewalls, Intrusion Detection, Vulnerability Scanning<br /><ul><li>SAS 70 Type II attested data centers and services
  27. 27. ISO 27001 certified data centers
  28. 28. ISO 27001 certified services, FISMA DCs and services,21 CRF Part 11 SharePoint Online D</li></li></ul><li>Consumer Cloud Services<br />530M Active Windows Live IDs<br />368M People Using Hotmail<br />Over 4B WW Queries Each Month<br />Over 459M Unique Users<br />2B Unique <br />Calls Per Year<br />Over 6M Songs In The Catalog<br />14B Ads Per Month<br />Over 303M Users Each Month<br />25M People <br />On Xbox Live<br />CLOUD SERVICES<br />TV/HOME<br />PC<br />MOBILE<br />
  30. 30. Productiviteit nu en in de toekomstHet Nieuwe Werken<br />Enterprise Content Management<br />Business Intelligence<br />Enterprise Search<br />Unified Communications<br />Collaboration<br />Werken waar en wanneer je wiltmetPC, mobiel, en browser<br />Cloud is geen “ultimatum” maar eenkeuze<br />Online<br />Eigen datacenter<br />
  31. 31. Microsoft Office 365<br />BEST PRODUCTIVITY EXPERIENCE<br />Work together, smarter<br />WORKS WITH WHAT YOU KNOW<br />Familiar tools<br />ROBUST SECURITY AND RELIABILITY<br />99.9% uptime. Guaranteed.<br />IT CONTROL AND EFFICIENCY<br />Keeps you in control<br />ACCESS ANYWHERE*<br />Solve problemsfrom more places<br />Includes:<br />* Access from mobile devices depends on carrier network quality and availability<br />** “Connect Securely” is not a guarantee of 100% connection security.”<br />
  32. 32. How Microsoft Views the Cloud<br />Fundamentals<br />Automated<br />Service<br />Management<br />High<br />Availability<br />Scale out<br />Multi-tenancy<br />Considerations<br />Location<br />On premises<br />Off premises<br />Infrastructure<br />Heterogeneous<br />Homogeneous<br />OpEx<br />CapEx<br />Business model<br />Lease/Rented<br />Owned<br />Ownership<br />Third Party<br />Self<br />Management<br />
  33. 33. Platform Today<br />Platform as a Service<br />Server, VM, Network, Storage, App<br />App<br />Patch, Service Release, New Version<br />Maintained for You<br />Assembly Required<br />Ready-Made Services<br />Custom, Inconsistent<br />Standardized<br />Plan for Peak Load<br />On-Demand Scale<br />Built to Avoid & Recover from Failure<br />Built to Expect & Withstand Failure<br />
  34. 34. Het Windows Azure Platform<br />Ontwikkelaar<br />Gebruik van bestaandekennis en tools<br />Management<br />Relational data<br />Compute<br />Storage<br />Management<br />platform<br />AppFabric<br />Information Marketplace<br />Billing & Payments<br />Connectivity<br />Access control<br />Reporting & BI<br />Flexible APIs<br />
  35. 35. Microsoft’s Server & Cloud Computing Strategy<br />Services Platform<br />Server Platform<br />CustomerDatacenter<br />Microsoft Datacenter<br />Customer or Partner Datacenter<br />Private or Public Cloud<br />Windows Server<br />Microsoft Cloud<br />Windows Azure<br />TraditionalDatacenter<br />Windows Server<br />Private or Public Cloud<br />Windows Azure platform appliance<br />On-Premises Options<br />Off-Premises Options (Private or Public)<br />Windows Azure<br />SQL Azure<br />System Center<br />Visual Studio<br />Windows Azure Platform Appliance <br />Specified Hardware (Compute/Network/Storage)<br />Software acquired as a service<br />Microsoft / Partner / Customer delivers IT service<br />Windows Server<br />SQL Server<br />System Center<br />Visual Studio<br />Traditional Datacenter Hardware<br />Customer/Partner Hardware Choice<br />Software purchased as a product<br />Customer / Partner delivers IT service<br />Common<br />Development Tools<br />Management<br />Identity<br />
  36. 36. Demand Side Economies of ScaleImproving resource utilization<br />
  37. 37. Demand Side Economies of ScaleIndustry Variability<br />•turbotax.com•taxcut.com<br />•hrblock.com•taxact.com<br />•target.com•walmart.com<br />•toysrus.com•barnesandnoble.com<br />~10x normal load<br />(Tax season)<br />~4x normal load<br />(Holiday shopping)<br />Jan 2009<br />Jan 2010<br />Jan 2009<br />Jan 2010<br />Source: Alexa<br />Source: Alexa<br />
  38. 38. Demand Side Economies of ScaleTime of Day<br />BING SEARCHES – JAPAN VS. UK<br />Query Volume<br />Source: Microsoft<br />
  39. 39. The Windows Azure Platform<br />Windows Azure is an internet-scale cloud services platform hosted in Microsoft data centers around the world, proving a simple, reliable and powerful platform for the creation of web applications and services. <br />
  40. 40. Defining Windows Azure Architecture<br />The Fabric Controller communicates with every server within the Fabric. It manages the Windows Azure operating system, monitors every application, decides where new applications should run – optimizing hardware utilization.<br />
  41. 41. Service Management is performed by the Fabric Controller, which controls all the resources within the data center. The Fabric Controller deploys your service and monitors the overall health of the fabric.<br />Security and Control State-of-the-art physical security processes combined with strictly controlled OS access model. Data is replicated in multiple fault domains in location selected by the customer. <br />Virtualized Computation provides massive application scalability. Customers can build a combination of web and worker roles. Those roles can be replicated as needed to scale the applications and computational processing power.<br />Storage Services allow customers to scale to store large amounts of data – in any format – for any length of time, only paying for what they use or store.<br />State-of-the-art data centers located around the world. Host your applications and data securely, accessible from everywhere you allow.<br />Windows Azure Automates the Management of Your IT Resources<br />
  42. 42. Service Management in Windows Azure<br />GOAL: Automated application management and control<br />Fabric: The collection of servers <br />Multiple VMs per server<br />Choose from four different VM sizes, based on your application needs<br />Fabric Controller performs service management<br />You tell it what to do—it figures out how<br />Automatically scale up, scale down, update or roll application back to a previous version<br />Simple system management and deployment APIs <br />=Fabric Agent<br />
  43. 43. On off, sistemas batch, <br />“Growing Fast“ <br />“On and Off “ <br />Inactivity<br />Period <br />Compute <br />Compute <br />Average Usage<br />Usage<br />Average<br />Time <br />Time <br />On & off workloads (e.g. batch job)<br />Over provisioned capacity is wasted <br />Time to market can be cumbersome <br />Successful services needs to grow/scale <br />Keeping up w/ growth is big IT challenge <br />Complex lead time for deployment<br />“Unpredictable Bursting“ <br />“Predictable Bursting“ <br />Compute <br />Compute <br />Average Usage <br />Average Usage <br />Time <br />Time <br />Unexpected/unplanned peak in demand <br />Sudden spike impacts performance <br />Can’t over provision for extreme cases <br />Services with micro seasonality trends <br />Peaks due to periodic increased demand<br />IT complexity and wasted capacity <br />Workload Patterns Optimal For Cloud <br />
  44. 44. Windows Azure Purchasing Options<br />SUBSCRIPTION<br />CONSUMPTION<br />VOLUME LICENSING<br />“Pay as you go and grow”<br />“Value for a commitment“<br />“Coordinated purchasing”<br /><ul><li>Low barrier to entry and flexibility
  45. 45. Optimized for cloud elasticity
  46. 46. Discounts for commitment
  47. 47. Plans for payment predictability
  48. 48. Unified purchasing through EA
  49. 49. Introduction to volume discounts </li></li></ul><li>DataMarket<br />35+ Content partners<br />60+ Data offerings<br />100+ Offers coming soon <br />
  50. 50. What It Is<br />App<br />App<br />Windows Azure Platform in Your Datacenter<br />Windows Azure & SQL Azure<br />Designed for Unlimited Scale & Multi-Tenancy<br />Identical to Hardware in Microsoft’s Windows Azure Datacenters<br />Delivered by a Choice of Hardware Partners<br />Powered by<br />Reference Hardware<br />Benefits<br />Integration Components<br />Integration Components<br />VM<br />VM<br />Physical Control<br />Geographic Proximity<br />Regulatory Compliance<br />Data Sovereignty <br />
  51. 51.
  52. 52. Agenda<br />Introductie<br />Cloud Computing<br />Ontwikkelingenbinnen Microsoft <br /><pauze van 15 minuten><br />Klantcases<br />Verandering, de markt<br />Partner Eco Systeem<br />De toekomst<br />
  53. 53. Klant Cases<br />
  54. 54. Why Customers Are Embracing the Cloud<br />
  55. 55. Cloud Computing<br />Reduced Costs<br />Familiar User Experience<br />$<br />Variable cost model for increased flexibility<br />Improved productivity<br />Ease of use for faster adoption<br />Better connection with remote teams<br />“The move to Microsoft Online Services will help GlaxoSmithKline cut operational costs by an estimated 30 percent....” – Ingo Elfering, Vice President of Information Technology Strategy, GlaxoSmithKline<br />“...all of our associates...were used to the look and feel of Microsoft. It was very important to give them something they were familiar with.” <br />– Michael Wright, Senior Director for North American IS Deployment, Coca-Cola Enterprises<br />
  56. 56.
  57. 57. Example: Implementation costs for a new projectImplementation cost for a new SaaS implementation.<br />Conclusion: We spent over A HALF million up front in the first year on things that are infrastructure related. With Windows Azure, we could avoided having to pay money until we are actually bringing in revenues for our product.<br />$150k / year + $250k for system design<br />IT Resources<br />Specialized IT resources: system architects and system administrator<br /><ul><li>We spent $250 for architecture for the SLA we need (to architect the load balancing, redundancy, scaling, latency handling, etc.) and $150k per year to maintain it. </li></ul>$50k<br />$50k<br />Relational database <br /><ul><li>Then came the data requirements.</li></ul>$20k<br />$20k<br />Infrastructure software<br />Server, virtualization, management<br />Infrastructure software<br />Server, virtualization, management<br /><ul><li>We had to estimate our traffic, storage, bandwidth , and computing power to figure out what to lease, and build out the rest – we needed redundancy, scaling, load balancing, and latency handling. </li></ul>$20k<br />$20k<br />Hardware for SLA<br />SLA: geo-scaling, geo-fault tolerant, redundant, etc.<br />Hardware for SLA<br />SLA: geo-scaling, geo-fault tolerant, redundant, etc.<br />$30k<br />Infrastructure Hardware<br />Servers, Storage<br />We host our datacenter externally for rackspace, power, and networks” and provide our own servers, storage.<br />$15k/yr<br />Hosting costs<br />Power, racks, and network traffic provided by hosting company at approx $1,200/mo<br />$18k/yr<br />With Azure, we would spend about 18k/year to deliver our solution for our current capacity. We may double or triple that, which would be a good problem!<br />Traditional<br />52<br />Azure<br />
  58. 58. Case Study<br />Benefit Drivers:<br /><ul><li>Efficiency
  59. 59. Flexible pricing model
  60. 60. Agility
  61. 61. Quick development
  62. 62. Global scalability
  63. 63. Trustworthy
  64. 64. World-class database technology</li></ul>Situation/Solution:<br />SugarCRM wanted to ensure that its software would be available to customers on as many technology platforms as possible.<br />It ported its applications to the Windows Azure™ platform so that its VARs could deploy SugarCRM with minimum capital expense and provide customers with a highly reliable, scalable, pay-as-you-go CRM solution.<br />Key Advances:<br />The ability to quickly port its product to scale in real-time across geographically dispersed data centers, and deliver high availability without investing in additional infrastructure.<br />CRM Vendor Quickly Adapts to New Platform, Adds Global, Scalable Delivery Channel <br />“I’ve been astounded at how easy it was to make SugarCRM work well inside of Windows Azure. The total effort on our part was two engineers for about two weeks.”—Clint Oram, Vice President of Products, SugarCRM<br />Company Profile:<br />SugarCRM provides commercial open-source customer relationship management (CRM) software to customers and value-added resellers (VARs). Headquartered in Cupertino, California, it employs 140 people. <br />
  65. 65. Case Study<br />Benefit Drivers:<br /><ul><li>Easy, Efficient Deployment
  66. 66. Lower Costs, High Scalability
  67. 67. Excellent Customer Solution</li></ul>Situation/Solution:<br />3M wanted to make its Visual Attention Service (VAS) available to customers as a Web-based application, with high performance, scalability, and low infrastructure and management costs. <br />3M used the Windows Azure™ platform to deliver the VAS solution to customers, taking advantage of Microsoft® data center infrastructure and service management to keep performance high and costs low.<br />Key Advances:<br />The ability to make an innovative service available to a global audience, while keeping costs low and getting to market quickly.<br />3M Launches Web-based Visual Attention Service to Heighten Design Impact<br />“Windows Azure helps 3M customers take advantage of complex algorithms that encapsulate 30 years of research and get simple, powerful results from their browser, almost instantly.”—Terry Collier, Marketing Manager, 3M<br />Company Profile:<br />With 75,000 employees and operations in more than 60 countries, 3M develops an extensive range of consumer and industrial products. Well-known 3M brands include Scotch, Post-it, Thinsulate, and Scotch-Brite.<br />
  68. 68.
  69. 69. Veranderingen, de markt<br />
  70. 70. Consumer <=> End User<br />
  71. 71. BLENDS<br />
  72. 72. Economies of scale<br />Economies of skill<br />
  73. 73. De Waarde van Cloud Computing<br />Bron: http://www.mckinseyquarterly.com/Business_Technology/BT_Strategy/How_IT_is_managing_new_demands_McKinsey_Global_Survey_results_2702?gp=1<br />
  74. 74. Adoptie van de Cloud<br />Bron: http://www.mckinseyquarterly.com/Business_Technology/BT_Strategy/How_IT_is_managing_new_demands_McKinsey_Global_Survey_results_2702?gp=1<br />
  75. 75. Partner Ecosysteem<br />
  76. 76. Partner Ecosystem<br />Solution<br />Transaction<br />Enterprise<br />Midmarket<br />Distributor<br />LAR/DMR<br />SI & VAP<br />Host<br />& Telco<br />ISV<br />System Builder <br />OEM<br />Small Business<br />Retail<br />Marketing Agencies<br />& Independent Agents<br />
  77. 77. CLOUD 2000s & Toekomst<br />Cloud Computing, Social Networks<br />Cloud|Services<br />INTERNET Midden‘90s<br />Browsers, Email, eCommerce, <br />Hosting, Wi-Fi, Web 2.0<br />CLIENT/SERVER Midden‘80s<br />Distributed Computing<br />MARKT TRANSITIES<br />PC & APPS Begin ’80s<br />Word Processor, Spreadsheets<br />DOS, GUI, Windows<br />
  78. 78.
  79. 79. Cloud Oplossingen – Mogelijkheden met Microsoft <br />VerkoopOplossingenop en rond MicrosoftCloud Services<br />BouwOplossingenop basis van Microsoft Technologie<br />Host Oplossingenen lever totaaloplossingenaan klanten<br />Resell<br />Service<br />Support<br />Multi vendor<br />‘Private’ Cloud<br />Afwijkende SLA<br />Maatwerk<br />Integratie<br />Ontwikkeling<br />
  80. 80. How We Work with ISVs:Embedded Windows Azure platform<br />Discount<br />Partner<br />Partner <br />offering<br />Customer<br />Partner <br />offering<br />Applications that include the Windows Azure Platform<br /><ul><li>Customer buys applications and Windows Azure from Partner
  81. 81. Partner buys Azure from Microsoft</li></li></ul><li>How We Work with ISVs:Built for Windows Azure Platform<br />Applications built for Windows Azure Platform<br /><ul><li>Customer buys Azure from Microsoft
  82. 82. Customer buys applications from partner</li></ul>Partner <br />offering<br />Partner<br />Customer<br />Customer<br />Partner <br />offering<br />
  83. 83. De toekomst<br />
  84. 84. Cloud InnovationFrom Research to Product Development<br />~ 10 Years out<br />~ 5 Years out<br />~ 1-5 Years out<br />
  85. 85. Peter de Haaspeter.dehaas@microsoft.com@dehaaspeter<br />© 2010 Microsoft Corporation. All rights reserved. Microsoft, Windows, Windows Vista and other product names are or may be registered trademarks and/or trademarks in the U.S. and/or other countries.<br />The information herein is for informational purposes only and represents the current view of Microsoft Corporation as of the date of this presentation. Because Microsoft must respond to changing market conditions, it should not be interpreted to be a commitment on the part of Microsoft, and Microsoft cannot guarantee the accuracy of any information provided after the date of this presentation. MICROSOFT MAKES NO WARRANTIES, EXPRESS, IMPLIED OR STATUTORY, AS TO THE INFORMATION IN THIS PRESENTATION.<br />