Cloud Computing

Designing Applications for Efficiency




     Geva Perry
     General Manager,
     Cloud Computing
Global 1000 Companies Rely on GigaSpaces




                     - Confidential -
Market Trends

• Software architecture is undergoing a “once in a decade” transformation:

               1980s      Clien...
Volatile and Unpredictable Application Loads

•               Transactions, data and user growth - require greater investm...
Non-Scalable Applications Are Expensive and Risky

•           Non-scalable applications suffer from diminishing returns o...
Scalability Disasters Are More Common Than Ever




                                          • Lost customers
           ...
Downtime Costs Can Easily Exceed $100K Per Hour

• According to a 2004 Forrester survey of 235 companies the hourly
  cost...
Gartner Highlights the Full Impact of Downtime




                       - Confidential -
Over-Provisioning is Rampant

•   Companies allocate high-end, expensive servers to handle future capacity
•   The result:...
The Goal: Linear Scalability On Demand

•    No diminishing returns on scale
•    No code changes when scaling
•    Drop i...
The Need for Speed

“Users really respond to speed.”
   – Marissa Mayer, VP, Google


• A brokerage can lose up to $4 mill...
The Prevailing Model: Do You See the Problem?
                   Business/Services Tier



                               ...
An Actual Oracle Press Release. No Kidding.

•   [Numbers in brackets are COST PER CPU]


•   “Qtrax's implementation incl...
Cloud Computing




    - Confidential -
Cloud Computing

•   Key Elements:
     – Architecture: Virtualization, on demand provisioning, distributed computing
    ...
Amazon Elastic Compute Cloud (EC2)

•   Rent infrastructure with a pay-per-usage model
     – Compute, Bandwidth, Storage,...
Reality or Hype?

•   Like all big, innovative technologies, will go through a hype cycle
•   We are definitely nearing th...
Massive Investments in Cloud Computing

•   Amazon: Amazon Web Services (EC2, S3, SQS, SimpleDB and more)
•   Google: Goog...
Cloud computing is rapidly becoming serious business

• “We expect that over the next several years the operation will
  b...
Amazon Web Services Traffic Over-Taking Retail Site




Source: Amazon
                       - Confidential -
“Advanced” Cloud Uses

•   Vertical and Specialized Clouds
     – Compliance, Laws, Regulations
     – Geography
     – In...
Barriers to Cloud Computing

•   Psychological Barriers
•   Platform Lock-In, Dependence
•   Security
•   Compliance
•   C...
The Prevailing Model: Do You See the Problem?
                   Business/Services Tier



                               ...
Analogy: Car Wash




                    - Confidential -
All-In-One: “Washing Unit”




                       - Confidential -
Scalability Through Parallelization




                        - Confidential -
Virtual Middleware: Eliminate All Bottlenecks




                  Business tier




    Co-locate all application compo...
Scale-Out On Demand With No Code Changes




                    - Confidential -
Write to the Database in the Background




                       - Confidential -
Achieve Resiliency with Hot Fail-Over


                       Primary           Backup




             Failure          ...
Supports Common Frameworks & Languages to
Smooth Adoption and Increase Developer Productivity



                         ...
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Soa R Dataline Government Cloud Computing Geva Perry

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Geva Perry of Gigaspaces presentation to SOA-R on cloud computing

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Soa R Dataline Government Cloud Computing Geva Perry

  1. 1. Cloud Computing Designing Applications for Efficiency Geva Perry General Manager, Cloud Computing
  2. 2. Global 1000 Companies Rely on GigaSpaces - Confidential -
  3. 3. Market Trends • Software architecture is undergoing a “once in a decade” transformation: 1980s Client 1990s 2000s Mainframe N-tier Virtualized Server • IDC on Cloud Computing: quot;This is about the IT industry's new model for the next 20 years,quot; – Vernon Turner, head of enterprise infrastructure, consumer and telecoms research. - Confidential -
  4. 4. Volatile and Unpredictable Application Loads • Transactions, data and user growth - require greater investment • Volatile and unpredictable growth rates - add greater risk • How do you design and build applications that cost-effectively scale in such conditions? • Without compromising reliability, performance and time-to-market? 1,300,000,000 1,200,000,000 1,100,000,000 1,000,000,000 900,000,000 800,000,000 700,000,000 600,000,000 500,000,000 400,000,000 300,000,000 200,000,000 100,000,000 0 J-04 M-04 M-04 J-04 S-04 N-04 J-05 M-05 M-05 J-05 S-05 N-05 J-06 M-06 M-06 J-06 S-06 N-06 J-07 M-07 M-07 J-07 S-07 - Confidential -
  5. 5. Non-Scalable Applications Are Expensive and Risky • Non-scalable applications suffer from diminishing returns on added resources • As the business grows, per transaction costs INCREASE • At some point the application will hit a wall, leading to: – Application crashes (and potential disaster for the business – at huge cost) – Expensive process of re-architecting the application every few months/years Non-Linear Scalability (15% Contention) $1,200,000 $1,000,000 Server cost: $20,000 Total Solution Cost $800,000 $600,000 Single server throughput: The Scalability 1,000 tx/sec $400,000 Wall Contention: $200,000 15% $0 1,000 2,000 3,000 4,000 5,000 6,000 7,000 8,000 9,000 10,000 Required Throughput (e.g., Tx/Sec) - Confidential -
  6. 6. Scalability Disasters Are More Common Than Ever • Lost customers • Lost revenues • Brand damage - Confidential -
  7. 7. Downtime Costs Can Easily Exceed $100K Per Hour • According to a 2004 Forrester survey of 235 companies the hourly cost of downtime was: Percent of Companies Hourly Cost 33% $10K-100K 25% $100K-500K 13% $500K- 1M 4% >$1M 25% Didn’t Know - Confidential -
  8. 8. Gartner Highlights the Full Impact of Downtime - Confidential -
  9. 9. Over-Provisioning is Rampant • Companies allocate high-end, expensive servers to handle future capacity • The result: average industry server utilization rates are15%-20% • The trend is changing: utilization rates are growing due to virtualization • Companies that don’t achieve higher levels of utilization will be in a competitive disadvantage - Confidential -
  10. 10. The Goal: Linear Scalability On Demand • No diminishing returns on scale • No code changes when scaling • Drop in another box and increase capacity linearly $1,200,000 $1,000,000 $800,000 $600,000 $400,000 $200,000 $0 1,000 2,000 3,000 4,000 5,000 6,000 7,000 8,000 9,000 10,000 1,000 tx/sec tx/sec tx/sec tx/sec 2,000 3,000 4,000 Linear Scalability Non-Linear Scalability (15% Contention) - Confidential -
  11. 11. The Need for Speed “Users really respond to speed.” – Marissa Mayer, VP, Google • A brokerage can lose up to $4 million per millisecond of latency – The Tabb Group •An additional 500 ms latency resulted in -20% traffic – Google • An additional 100 ms in latency resulted in -1% sales – Amazon - Confidential -
  12. 12. The Prevailing Model: Do You See the Problem? Business/Services Tier Data Tier A B C Back-up Back-up Messaging Back-up Back-up - Confidential -
  13. 13. An Actual Oracle Press Release. No Kidding. • [Numbers in brackets are COST PER CPU] • “Qtrax's implementation includes Oracle Database [$17.5k to $47.5k], Oracle Real Application Clusters [$23k], Oracle Enterprise Manager [$3.5 to $20k+] and components of Oracle Fusion Middleware [?], including Oracle Application Server [$10k to $30k] and Oracle Coherence [$4k to $25k]. With this software now in place, Qtrax will have the ability to support millions of concurrent users [they better!]. “ • Total: $58K to $145.5k+ per CPU! • And don’t forget 22% annual support fees… - Confidential -
  14. 14. Cloud Computing - Confidential -
  15. 15. Cloud Computing • Key Elements: – Architecture: Virtualization, on demand provisioning, distributed computing (parallel processing, data partitioning) – Business model: Utility – usage-based or subscription • Three sub-categories of cloud computing: – Software-as-a-Service: applications – Platform-as-a-Service: middleware, databases – Infrastructure-as-a-Service (hardware + OS + virtualization) • Economic drivers: – Cloud providers benefit from economies of scale and expertise – Only pay for what you need, when you need it – Rapid time-to-value - Confidential -
  16. 16. Amazon Elastic Compute Cloud (EC2) • Rent infrastructure with a pay-per-usage model – Compute, Bandwidth, Storage, Messages, etc. • The Amazon Machine Image (AMI) – Virtual resource (Hardware and Memory) which can be rapidly deployed as needed – Comes in several sizes • EC2 is a part of Amazon Web Services: – Simple Storage Service (S3) – Simple Queue Service (SQS) – Amazon SimpleDB (SDB) – Flexible Payments Service (FPS) • Two unique aspects: – Open to third-parties – No human interaction – just enter a credit card with no complex contracts - Confidential -
  17. 17. Reality or Hype? • Like all big, innovative technologies, will go through a hype cycle • We are definitely nearing the “peak of inflated expectations” • However… • Gartner: “By 2012, 80 percent of Fortune 1000 companies will pay for some cloud computing service, and 30 percent of them will pay for cloud computing infrastructure” - Confidential -
  18. 18. Massive Investments in Cloud Computing • Amazon: Amazon Web Services (EC2, S3, SQS, SimpleDB and more) • Google: Google Apps (SaaS), Google App Engine (APaaS) • Intuit $300+ million investment • Salesforce.com • Microsoft: Windows Live (SaaS), SQL Server Data Services (APaaS), Windows Cloud • IBM: “Blue Cloud” (APaaS) • HP: Adaptive Infrastructure as a Service (IaaS), EDS??? • Sun: Network.com (IaaS), Project Caroline (APaaS) • EMC: Storage cloud • Dell • ISVs: RedHat, MySQL, Sun Solaris and others on EC2 • Telcos: AT&T, BT • Start-Ups and Smaller Vendors: Joyent, Flexiscale, GoGrid and more • A growing eco-system: RightScale, Elastra, CohesiveFT, Eucalyptus, 3Tera - Confidential -
  19. 19. Cloud computing is rapidly becoming serious business • “We expect that over the next several years the operation will become a major business alongside our retail business” – Adam Selipsky, vice president, Amazon Web Services • In the last two months of 2007 usage of Amazon Web Services grew by 40% • $131 million revenues in Q1 from AWS • 60,000 customers • The majority of usage comes from banks, pharmaceuticals and other large corporations - Confidential -
  20. 20. Amazon Web Services Traffic Over-Taking Retail Site Source: Amazon - Confidential -
  21. 21. “Advanced” Cloud Uses • Vertical and Specialized Clouds – Compliance, Laws, Regulations – Geography – Industry Needs – Technology, Platform • Hybrid Clouds – Cloudbursting – Disaster Recovery, Fail-Over, Continuity – Cloud spanning – Cloud hopping • Cloud Exchange - Confidential -
  22. 22. Barriers to Cloud Computing • Psychological Barriers • Platform Lock-In, Dependence • Security • Compliance • Costs • Application Architecture – How do we design applications to take advantage of the cloud? – Grow and shrink on-demand (scalability) – Data affinity – Portability – Efficiency – Performance – Fault-tolerance and self-healing - Confidential -
  23. 23. The Prevailing Model: Do You See the Problem? Business/Services Tier Data Tier A B C Back-up Back-up Messaging Back-up Back-up - Confidential -
  24. 24. Analogy: Car Wash - Confidential -
  25. 25. All-In-One: “Washing Unit” - Confidential -
  26. 26. Scalability Through Parallelization - Confidential -
  27. 27. Virtual Middleware: Eliminate All Bottlenecks Business tier Co-locate all application components in a single server Manage data and messaging in memory - Confidential -
  28. 28. Scale-Out On Demand With No Code Changes - Confidential -
  29. 29. Write to the Database in the Background - Confidential -
  30. 30. Achieve Resiliency with Hot Fail-Over Primary Backup Failure Failover Continuous High-Availability Single high-availability model for all tiers Automated failover/redundancy mechanism Active/Active – efficient use of IT resources - Confidential -
  31. 31. Supports Common Frameworks & Languages to Smooth Adoption and Increase Developer Productivity C++ - Confidential -

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