Sim Mass Activation Case Study<br />Gigaspace CloudCrowd Event<br />Mandhir Gidda<br />Technical Director (UK)<br />
Page 2© 2009 Razorfish. All rights reserved.<br />Agenda<br /><ul><li> Who are razorfish?
 Business Case
 Solution Outline
 Costs and ROI
 Security</li></li></ul><li>Page 3© 2009 Razorfish. All rights reserved.<br />Who are Razorfish?<br />
Razorfish<br />Page 4© 2009 Razorfish. All rights reserved.<br />160+ staff UK<br />45 000+ colleagues in the groupe<br />...
What people say about us<br />Razorfish stands out in designing both transaction-led and image-led consumer-facing website...
Page 6© 2009 Razorfish. All rights reserved.<br />Business Case<br />
Sim Mass Distribution Proposition<br />ZEPPELLIN Project: Inception Nov‘08 – Launch March 13th ‘09<br />Self service postp...
 Retail time to service
 Handset Security/Fraud
 Accurate consumer targeting
 Measurements of campaign effectiveness
 Extremely attractive ‘options’</li></ul>Page 7© 2009 Razorfish. All rights reserved.<br />
Business Context<br /><ul><li> Legacy Engineering Environment
 Extended Procurement Cycle
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Cloud Crowd - Mandhir Gidda Razorfish " Building a Public / Private Hybrid Cloud"

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These are slides of the session that Mandhir Gidda gave at GigaSpaces Cloud Crowd event in the UK on November 2009.

This session concentrates on how GigaSpaces PaaS and Amazon EC2 IaaS was used to build a public / private hybrid cloud for a major UK Telco.

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

  1. 1. Sim Mass Activation Case Study<br />Gigaspace CloudCrowd Event<br />Mandhir Gidda<br />Technical Director (UK)<br />
  2. 2. Page 2© 2009 Razorfish. All rights reserved.<br />Agenda<br /><ul><li> Who are razorfish?
  3. 3. Business Case
  4. 4. Solution Outline
  5. 5. Costs and ROI
  6. 6. Security</li></li></ul><li>Page 3© 2009 Razorfish. All rights reserved.<br />Who are Razorfish?<br />
  7. 7. Razorfish<br />Page 4© 2009 Razorfish. All rights reserved.<br />160+ staff UK<br />45 000+ colleagues in the groupe<br />2000+ staff worldwide<br />?<br />
  8. 8. What people say about us<br />Razorfish stands out in designing both transaction-led and image-led consumer-facing websites, based on exceptional user-centered design and strong creativity. Their user personas earn top scores.FORRESTER RESEARCHThe collaborative effort between Ford and Razorfish is a model of a full-service interactive consultancy… the agency is viewed within the Ford organization as a repository of ford.com standards and best practices.GARTNER RESEARCHRazorfish is serious about how users interact with solutions -- no one else comes close.MICROSOFT (Razorfish client)Razorfish has encouraged us to push the boundaries. Their strategic thinking always makes me think that no matter what the problem, we can find a solution.VISA (Razorfish client)<br />Page 5© 2009 Razorfish. All rights reserved.<br />
  9. 9. Page 6© 2009 Razorfish. All rights reserved.<br />Business Case<br />
  10. 10. Sim Mass Distribution Proposition<br />ZEPPELLIN Project: Inception Nov‘08 – Launch March 13th ‘09<br />Self service postpay sim-only activation :-<br /><ul><li> Economic climate
  11. 11. Retail time to service
  12. 12. Handset Security/Fraud
  13. 13. Accurate consumer targeting
  14. 14. Measurements of campaign effectiveness
  15. 15. Extremely attractive ‘options’</li></ul>Page 7© 2009 Razorfish. All rights reserved.<br />
  16. 16. Business Context<br /><ul><li> Legacy Engineering Environment
  17. 17. Extended Procurement Cycle
  18. 18. Locked into hardware vendor costs (Sun, Oracle, BEA)
  19. 19. Changing nature of projects results in – Lack of/Contention for internal dev int, func test, perf, scratch env. Support is 9-5.
  20. 20. TTM/TTL extended
  21. 21. Extremely large operational landscape
  22. 22. Lack of response to competitive pressures</li></ul>Page 8© 2009 Razorfish. All rights reserved.<br />
  23. 23. Page 9© 2009 Razorfish. All rights reserved.<br />Solution Outline<br />
  24. 24. Re-use of iPhone activation platform<br /><ul><li> Razorfish have view of Roadmap and propose :-
  25. 25. Re-use of the iPhone activation platform SOA
  26. 26. Development of a consuming web-tier checkout flow (re-use of shop flow)
  27. 27. Use of the Amazon EC2/Cloud to circumvent internal technology landscape
  28. 28. Hybrid Cloud</li></ul>Page 10© 2009 Razorfish. All rights reserved.<br />
  29. 29. Configuration<br />GigaSpaces 6.6.3<br />GigaSpaces Cloud tools V 2.3.5<br />Web application deployed in GigaSpaces service Grid enabling scaling on demand<br />GigaSpaces used for http session clustering (3 replicated space)<br />Designed to cater for approx. 3000 activations /hour<br />Each activation utilises approx 10 http screens<br />Deployment uses 2 HTTP Apache servers, 2 GigaSpaces Service Managers and 3 GigaSpace Containers<br />Page 11© 2009 Razorfish. All rights reserved.<br />
  30. 30. <ul><li> Seperation of UI Processes from Business Proceses (ALICE)
  31. 31. Web Service calls use two-way SSL authentication & IP restriction
  32. 32. Dynamic Provisioning Agent (DPA) - SLA driven scaling/Self healing
  33. 33. Ganglia HPC Monitoring
  34. 34. Solution build using GS-CCF: httpd, DPA, Session Clustering
  35. 35. Easily switch from functional test and Production through Elastic IP’s</li></li></ul><li>We were finished by end Jan‘09 but Telco took until March to get IP’s opened up.<br />This delayed launch but also missed ad spend opt out dates<br />Hybrid Cloud<br />Retain that which changes slowly, Cloud that which changes frequently(Content, Scaling)<br />
  36. 36. Page 14© 2009 Razorfish. All rights reserved.<br />Costs and ROI<br />
  37. 37. Comparitive Platform Costs<br />Initial Cost, Large instances<br />Gigaspaces $0.20 - $0.80<br />2 Apache, 2 GSM, 3 GSC, 1 UI = 8. <br />Mix types = $5/hr<br />$43K per anum<br />(No Func/Perf env’s)<br />Page 15© 2009 Razorfish. All rights reserved.<br />
  38. 38. Comparitive Platform Costs<br />Standard Platform, Upfront Cost, <br />2x Dev Integration (T2000) = 7K<br />Functional Test = 2 Apache, 2 AppServer (T5220 x 34K) = 70K<br />Perf Test = 2 Apache, 2 AppServer (T5220 x 34K) = 70K<br />Production = 2 Apache, 2 GSM, 3 GSC, 1 UI = 180K<br /> Total = Approx 320K (no burst scaling)<br /> (Ops team cost 200K/month)<br />Page 16© 2009 Razorfish. All rights reserved.<br />
  39. 39. Security<br />Multiple EC2 security groups used to lock down the ports<br />Only port 80 and 443 open on Apache machines to all<br />A special security group to allow in group communication<br />Special security groups for port 22 and GigaSpaces administration console access(admin). All restricted by IP address or range. <br />Everything password protected<br />Page 17© 2009 Razorfish. All rights reserved.<br />
  40. 40. mandhir.gidda@razorfish.com<br />

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