How Cloud services can help scale your business with speed. The presentation was part of IBM Cloud Innovation Forum India and was presented by Sanjay Siboo Country Manager, IBM GTS Cloud Services India/South Asia

1. IBM Cloud: Think it. Build it. Tap into it.
Sanjay Siboo
Country Manager, IBM GTS Cloud Services
India/South Asia
sanjay.siboo@in.ibm.com
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© 2013 IBM Corporation
Achieving Scalability & Speed with
IaaS - SoftLayer,an IBM Company

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Born On The Web

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Next Gen
Enterprise Applications

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Enterprises
Moving To The Cloud

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SoftLayer DC (POD)
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Bare metal with
your own stack
Dedicated virtualized
environment
Shared virtual
environment
Dedicated virtualized
environment
Triple Network Architecture
Automation & Support
Delivers Outstanding Performance & Price
Flexibility to Deliver Dynamic/ Hybrid Capability
SoftLayer Architecture
 Infrastructure solution with a common management interface and API
across a unified architecture
 Mix and match bare metal servers, virtual server instances, and hosted
private clouds

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SoftLayer network and global presence
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15 data centers
• Tier III+
• SOC2 Compliant
• Global private Network
• 17+ additional points of presence WW
• 100,000+ servers, > 22M domains
• 21,000+ customers

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Triple-network architecture
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High-performance public network with transit from multiple tier-1 carriers
Secure OOB management via VPN
Private network for intra-application and inter-facility communications, access to
shared services
Native IPv6 support
Virtual racks for integrated management
Complete suite of network services

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Robust, full-featured API
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Improves customer control, reduces error, increases flexibility
SoftLayer API provides 1,600 function calls to over 200 services
Supports REST, SOAP & XML-RPC interfaces
Enables full auto-scaling implementations
Comprehensive documentation, libraries and support
Functions include:
• Automatic server deployment
• Service provisioning
• Reboots & reloads
• Ticketing
• Hardware configuration
• Software load
• DNS
• Network
• Storage
• Security scans
• Monitoring

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Compute & Storage
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Public Cloud Instances
• Virtual server instances
• Dedicated physical nodes available
Bare Metal Servers
• Dedicated servers deployed on
demand
• Hourly & monthly pricing
• Complete range of options
• GPU servers for HPC
Private Clouds
• Support for multiple virtualization
platforms
• Turnkey solution for Citrix
CloudPlatform
• Multiple local storage options
• SAS
• SATA
• SSD
• SAN
• NAS
• QuantaStor Storage Server
• Object Storage
• Global platform
• Meta tagging
• Backup services

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Network & Security
CDN
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• 24+ nodes
• Secure content management
Load balancing
• Local
• Global
• Citrix Netscaler
Firewalls
• Shared
• Dedicated
• Fortigate Security Appliance
Application acceleration
DNS services
IDS protection and assessment
SSL certificate management
Antivirus & malware protection

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Complete control
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Mobile and Web-based management portals
Purchase, provision, deploy & manage infrastructure
Access to services, tools, automation & tutorials
Secure access via VPN to management network
Two-factor authentication to Web portal

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SoftLayer Stands Apart
Cloud providers and many in the market make some core
assumptions that mandate that…
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All resources are
virtualized
IBM Confidential
All resources
are shared
With SoftLayer, neither is mandated, opening up cloud computing
to new applications and use cases
… virtualization is a
choice with a flexible set
of options
… resources can be
shared, dedicated or
mixed.
…you as a customer make the ultimate choice
Softlayer
8,928 VM/Machine
options possible based
on independent
selection of option
16 options
1x2 GHz core to 16x2
GHz cores of CPU
18 options
1 GB to 16 GB, 32 GB,
48 GB of RAM
31 options
25 GB to 2 TB of
Storage

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SoftLayer Differentiation – vs. Competitor Cloud
Cloud Capability SoftLayer
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Competitor
Cloud
Shared virtual infrastructure1
Table stakes for workloads that are rapidly provisioned and released
Non-shared virtual infrastructure1
For workloads requiring predictable performance or more stringent security
Bare metal (non-virtual) infrastructure2
For workloads requiring highest performance, security, manageability etc.
Mix virtual and Bare metal infrastructure2
For flexibility in deployment
Virtual Private Cloud3
Logically isolated section of cloud in a virtual network you define
Build your own Hosted Private Cloud4
Ultimate control over configuring and managing your infrastructure
Unlimited datacenter-to-datacenter networking5
For replication, backup, failover etc.
Transparency from topology to hardware6
For control, security and compliance
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Capability comparison based on vendor services publicly available as of 6//24/2014. 1) bit.ly/SLVirtSvrs, goo.gl/Pntz, goo.gl/FDrGiR 2) http://bit.ly/SLBareMetal ,
http://goo.gl/tV29n, 3) http://bit.ly/1pJzDvv, http://goo.gl/EUGR 4) http://bit.ly/1jLfpeN, http://bit.ly/1qugWLM 5) http://bit.ly/1sBRPuG, http://goo.gl/vtYE
6) http://bit.ly/1sBScFn, http://bit.ly/Ta0Fz7

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SoftLayer Provides Flexibility Through a Range of Compute, Memory, Storage, and
Networking Offerings
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Cloud Computing Resource IBM SoftLayer Competitor Cloud
VM Processors (vCPU) 1-16 vCPU
Flexible Options
1-32 vCPU
Fixed Configs
VM Memory (RAM) 1-64 GB
Flexible Options
1-244 GB
Fixed Configs
Virtualization Supported (Hypervisors) Xen, VMWare, Hyper-V,
Citrix, Parallels
Xen
Single-Tenant (unshared) Resources Bare Metal Servers
Private VM Instances
Dedicated VM Instances
Bare Metal Processors (Cores) 1 4-40 Cores
Bare Metal Memory (RAM) 1 Up to 512GB
Bare Metal Internal Storage1 Up to 4TB
HDD or SSD
Network Block Storage SAN, iSCSI, NAS Proprietary Block Storage
Object Storage OpenStack Swift Proprietary Object Storage
Virtual Networking VLAN, Layer-2, Layer-3
1GbE ,10GbE
“Triple Network”, IPV4,
IPV6
VPC, Layer-3
1 GbE, 10GbE
Shared network, IPV4
Global Networking Global private network
Unmetered VPN to VLAN
Unmetered DC to DC
Internet Gateway
Metered VPN to VPC
Metered DC to DC
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Capability comparison based on vendor services publicly available as of 6/24/2014. 1) http://bit.ly/SLBareMetal , http://goo.gl/tV29n

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Business function
User experience
Price/Performance
Business Process
as a Service
Software
as a Service
Platform
as a Service
Infrastructure
as a Service
Developer experience
Time to build
Utilize cloud
services delivered
from IBM’s
SmartCloud.
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How Do You Compare Cloud Service Models?

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A workload based comparison
 Looking at just instance acquisition cost is often misleading
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 Does not represent real world
 What is the cost of delivering a workload?
 Line items of cost other than just instance acquisition cost
 What is the infrastructure needed to deliver a given
workload?
 How does performance factor in?
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Cost per Workload
 We use a “cost per workload” metric to get a true view of price/performance
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 Cost per unit work done
 Takes into account performance and 3 year Total Cost of Acquisition (TCA)
 Total Cost of Acquisition is broader than upfront acquisition-only cost and includes
 Infrastructure acquisition cost (Compute, Storage, Network)
 Hourly or monthly charges for a 3 year period
 Software acquisition cost (OS, hypervisor, middleware)
 Software S&S for a 3 year period
 Data transfer cost
 Total Cost of Ownership is even broader and would include labor, environmental
costs etc., not covered here
 Analysis based on TCA gives a view of upfront + running costs for 3 yrs
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SoftLayer vs. Competitor Cloud –
IaaS Test Results Summary For Workloads And Systems Compared
Use case vs. Competitor Cloud
Hosted private
cloud
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2.8X
Observations/Insights
Higher VM density lowers cost
Low crossover point
Extend existing admin skills to
hosted private cloud
Messaging 12.5X
Dedicated servers on SL
handle heavy network demand
Analytics 2.9X
Provisioning for high IOPS on
Competitor Cloud is expensive.
Flexible
deployment
2.0X Options tailored to fit
workload characteristics
Web application
4.8X Outstanding raw performance
on bare metal
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Better Price
performance
Better Price
performance
Better Price
performance
Better Price
performance
Lower cost
per VM

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Match Capabilities to Workloads
Virtual servers…
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…provide classic Cloud infrastructure Rapidly provisioned workloads
…easily combine with virtualized
servers to build flexible environments
…offer flexibility to configure cost
effective high performance storage
…make efficient use of high speed
network I/O bandwidth
…allows efficient packing and
management of workloads
Mixed configurations that best fit
workload characteristics
Analytics workloads that stress
disk I/O
Messaging workloads that stress
network I/O
Run more workloads on fewer
resources
…provide outstanding raw throughput
Web application workloads that
stress CPU
Dedicated servers…
Private Cloud option
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Flexibility – Bare Metal. Virtual.
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Hybrid. You choose.
Performance – >50% better I/O
performance than equivalent
competitor configuration.
Automation – Fully dedicated
infrastructure in 2-4 hours.
Globalization – 15 global data centers
all connected by private network.
Transparency – See everything from
network topology to hardware.
Control – 10x more APIs than next
cloud competitor.
IBM Investments
• $1.2B on SoftLayer pods
• Advertising and Demand Gen.
• Business Partner Enablement
• Skills
SoftLayer Advantages

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21,000 leading-edge customers*
Software as a Service
Social
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Mobile & Communications
Marketing and Digital Media
Enterprise
Hosting & Service Providers
Games and Entertainment
Platform as a Service
Bump Voxer Instapaper Yelp
* Indicative List

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Cloud in Action: One of world’s leading hotel price comparison search
engines selects SoftLayer as its IaaS provider and chose a complete range of
products which enabled the company to use several thousand cores of processing
power provided by the SoftLayer servers
Need Solution Benefit
• The Customer site collects and
presents more than 2,500,000
real-time international hotel
deals from a database of
235,000 hotels in 225 countries.
• More than 6.5 million users visit
their site each month to
compare prices and make
reservations.
• Its multi-threaded application
architecture collects and
processes data from a large
number of sources, all in real-time.
• The customer required a
complex infrastructure solution.
• The customer needed an
infrastructure-as-service (IaaS)
provider to provide flexibility,
scalability, and great customer
service to power its high-end
online service.
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• SoftLayer provisioned the high-end
servers in hours and allowed the
customer to manage its servers
directly through its industry-leading
Customer Portal
• Provided a complete range of
products including load balancers,
on-demand virtual server instances,
and redundant iSCSI storage
• A solution flexible enough to
scale with changing demand
cycles
• A robust infrastructure
managed through SoftLayer
which allowed the customer to
retain the advantage of
allowing its developers and
management to focus on the
business’ core competencies.
• Availability of newest
technologies like scalable
cloud computing, solid-state
drives (SSD) and Nehalem X
processes

24. IBM Cloud: Think it. Build it. Tap into it.
Cloud in Action: One of the largest ticketing sites in Indonesia selects
SoftLayer as its IaaS provider to provide highly stable infrastructure, consistent
performance, and reliable support to ensure site uptime and a smooth end-user
experience.
Need Solution Benefit
• The Customer allows users to
purchase tickets for
entertainment events, such as
concerts and movies, book hotel
rooms and make airline
reservations for both domestic
and international carriers.
• The customer needed a reliable
security and uptime from a
hosting provider as the site
accepts international and local
payment gateways.
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• SoftLayer allowed the company to
leverage a high-performance
network with exceptional uptime,
industry leading infrastructure to
maintain system integrity and
functionality.
• Three to four times more CPU
and memory performance
compared to previous
configuration.
• The stable and high-performance
infrastructure
provided by SoftLayer
improved the ability to deliver
a flawless user experience for
its customers.
• With its new technological
strengths provided by
SoftLayer infrastructure, the
customer has also been able
to grow its business
substantially utilizing a large
network of partners and
resellers.

25. IBM Cloud: Think it. Build it. Tap into it.
IBM is investing $1.2B in new cloud resources to significantly expand
our SoftLayer presence and provide clients with localized data
management solutions they require.
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Existing
Planned
 Every upstream network port is multiple 10G and every rack is
terminated with 40G of connectivity.
 This includes two 10G connections to the public Internet and two
10G connections to our private network.
40 data centers worldwide in 15 countries and five continents globally.
New cloud investments will meet clients’ needs for choice, compliance
and data residency.
Note: Locations indicated are approximate and illustrative.

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27. IBM Cloud: Think it. Build it. Tap into it.
TCA (Total Cost of Acquisition) Analysis
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IBM Investments
• $1.2B on SoftLayer pods
• Advertising and Demand Gen.
• Business Partner Enablement
• Skills