What's the difference between Azure, EC2, Google AppEngine? A must-read primer on the cloud.

1. Cloud Computing White Paper

2. Contents Why the Cloud? Benefits and Issues Azure Introduction Alternative Cloud Platforms Ethos in Cloud Computing(Case Studies) XLR8

3. Why the Cloud?

4. Why the Cloud? Enterprises are seeing early benefits of cloud computing: Productivity Quicker time to market, Fast updates Anywhere access Elasticity Infrastructure Advantages Reliability and Fault Tolerance Faster Deployment No patching or maintenance Economics Low cost of entry You pay for what you use

5. “ ” Why the Cloud? By 2012, 80% of Fortune 1000 enterprises will be using some cloud computing services, 20% of businesses will own no IT assets The bottom line: Early adopters are finding serious benefits, meaning that cloud computing is real and warrants your scrutiny as a new set of platforms for business applications

6. Benefits and Issues

7. Cloud Benefits Simplifies and Optimizes IT Public cloud business models allow IT organizations to defer costs today. Long term, overall IT prices will stabilize 7

8. On demand, self-service business models increase IT agility Enables Faster ROI through better resource management Cloud computing vendors employ highly skilled IT professionals to operate their service 8 Cloud Benefits

9. As cloud computing trust increases, IT organizations will use cloud services as a disaster recovery option Public and externally facing private clouds can more easily support a mobile workforce 9 Cloud Benefits

10. Migration Cost

11. Cloud Benefits - Real-world Cost Analysis Customer: Seamless and predictable scale up ability. Very low starting cost with 99.9% availability. Ethos(ISV): Easy to develop and maintain.

12. Registered Users Operation Cost

13. Cloud Benefits - Real-world Performance Analysis For very limited service requests, Azure-based solution takes slightly longer time to response than self-hosted solution. When more service requests come in, response time of self-hosted solution’s longest transaction will be longer. Meanwhile, response time of Azure-based solution’s longest transaction looks comparatively steady. When service requests increase rapidly, transaction rates of self-hosted solution drops down very fast, meanwhile transaction rates of Azure-based solution looks comparatively better.

15. Shared Infrastructure Consumption-based pricing Improved Business Continuity and Elasticity 15 Cloud Issues

16. Azure Introduction

17. Azure Platform Overview

18. Alternative Cloud Platforms

19. A Simple Market Quadrant Microsoft Google Salesforce Amazon Mosso Pay As You Go Vertically Integrated Platform Niche Player VMWare Appistry Trad Vendor v.Future Buy Up-front

20. Alternative Cloud PlatformsAmazon Web Services Elastic Compute Cloud (EC2) provides VMs that can run Linux or Windows EC2 Windows Azure CTP VM VM Your Application Your Application Your Storage Windows Azure Storage Linux or Windows Windows Server 2008 Windows Azure Fabric

21. Alternative PlatformsOther Amazon Web Services technologies Amazon Web Services Windows Azure Simple Storage Service (S3) Elastic Block Store Windows Azure Storage Blobs Blob storage Windows Azure Storage Tables Scale-out storage SimpleDB Simple Queue Service (SQS) Windows Azure Storage Queues Queues

22. Alternative PlatformsGoogle AppEngine Supports Java and Python Web applications Provides non-relational, scale-out storage Google AppEngine Windows Azure CTP Web Role Web/Queue Request Processor GQL Worker Role Python/Java Runtime Windows Server 2008 Windows Azure Storage Datastore Windows Azure Fabric

23. Alternative PlatformsSalesforce.com Force Platform A platform for data-driven enterprise applications Uses Apex, a Salesforce.com-defined language Provides non-relational, scale-out storage SOQL Enterprise Application Force Database Force Runtime

24. Ethos in Cloud Computing(Case Studies)

26. Ethos in Cloud Computing Ethos is Microsoft preferred cloud computing development partner in Greater China Region. Ethos was invited to deliver keynote presentation in Microsoft Azure Summit. Ethos is one of the first ISVs which offers cloud computing solution in Europe and China. Ethos has rich experience in mainstream cloud computing technologies, including Microsoft Azure,Google App Engine and Amazon EC2/S3. We recommend Azure as first-class cloud computing platform for enterprise.

27. Ethos in Cloud Computing

28. Ethos Cloud Computing Case Study UfidaChanjet UFIDA Software Co., Ltd. is a major provider of management software solutions and e-business services, UFIDA has been consistently recognized as a Key Software Enterprise and leader in China's software industry.As Microsoft preferred cloud computing solution provider, Ethos successfully migrated Ufida‘sChanjet to the Azure platform.

29. Ethos Cloud Computing Case Study Qiming QAF Qiming is leadingsoftware providerin the automotive industry. Qiming owns one of the largest datacenters in China.Ethos is working with Qiming to enable Qiming’s critical development platform QAF to work on the cloud.

30. Ethos Cloud Computing Case Study ChangeTech An online cloud computing service to help people change habits, lifestyles and personal qualities. Very popular public health service in Norway. One of the first commercial Azure application in the world. Developed by Ethos.

31. XLR8 Platform

32. XLR8 Overview Designed both for Software-as-a-Service (SaaS) model and for Platform-as-a-Service (PaaS) offerings on private or hybrid clouds (Windows Azure) Through XLR8, ISVs can write apps on Azure that directly integrate with the companies legacy data and systems. App App App XLR8 Enterprise Cloud Platform XLR8 enterprise cloud platform brings a new level of standardization and modularity to enterprise software. Open APIs create a layer of abstraction in 3 dimensions: On-premise legacy systems 3rd party or internal apps Unified user experience on multiple digital channels Legacy System Legacy System Legacy System $30bn market: Gartner forecast SaaS market to reach $16bn by 20141. Forrester predict a PaaS market of $15bn by 20162. 1 “Forecast Analysis: Software as a Service, Worldwide”, July 2010 1 “Platform-as-a-Service Market Sizing”, July 2009

33. XLR8 Business Value Large Enterprise will benefit by reducing cost while improving business agility and keeping strategic control of data Small and Medium Enterprise benefit because isolated SaaS modules can now become fully integrated into enterprise software suites 3rd party/internal suppliers and independent software vendors (ISVs) will benefit as they get a direct distribution channel to customers/users

34. A Unified, Social User Experience Create Stickiness All business processes can integrate into a dynamically generated module menu. This means enterprise users could access all business systems directly from the dashboard! The right column is a mashup of dynamically updated App Widgets. This provide a one-glance status update and overview The enterprise activity stream support traditional team-based collaboration, but users can also follow business objects and processes (documents, customer records, issues etc). Any business process can reach their user through posting to the stream. 34

35. Thanks! Contact us via: Olav.Nedrelid@ethos.com.cn Fang@ethos.com.cn Ray@ethos.com.cn