Cloud computing - was bringt's

Cloud Computing
- was bringt‘s?
Thomas Rümmler
AIT GmbH & Co. KG, Stuttgart
Rainer Stropek
time cockpit, Linz, Österreich

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Agenda
Introduction Differentiation
Motivation Cloud vs. Hosting
Cloud Basics Architecture

1 Added Value
2
Business Models Conclusion
Software Architecture Further topics
Pricing Model Outlook

3 4
Processes

Ihre Software effizienter entwickelt 3 © AIT GmbH & Co. KG

Introduction
Motivation
Cloud Basics


Buzzword Cloud


Buzzword Cloud
 Just a buzzword???
 Popular IT trend for the last years
 (see analysis from Gartner, Forrester, PAC, IDC,
Experton Group)
 Industrialization of IT (Dueck, Gunther)
 „Cloud Computing is like water or electricity. It is
always on when you need it, and you pay only for
what you use.“
(Krishnan, 2010, p. 7)
 ‘[…] same impact on software that foundries have
had on the hardware industry.’ (Armbrust et al.,
2009, S. 2–3)

Gartner IDC PAC Experton Group Forrester

Media Tables Marktwachstum mit Anwendungsmoder- Traditionelle Clients Elastische App-
Elastische App-
Risiken nisierung Plattformen
Plattformen
Mobile-zentrierte Kampf der Anbieter Business Intelligence Neue Client- PaaS
PaaS
Anwendungen und Strategien / BYOD
Interfaces
Kontextuelle und Cloud Computing
Cloud Computing Cloud Computing
Cloud Computing Virtualisierung Data Services &
Data Services &
soziale Virtualisierung
Virtualisierung
Nutzererfahrungen
Internet der Dinge Neue Märkte Governance, Risk & Cloud Computing
Cloud Computing Agile Unternehmen
Compliance
App Stores & Mobile IT IT-Sicherheit Enterprise 2.0 Enterprise 2.0
Marketplaces
Next Generation Big Data Mobile IT BI & Big Data Private Cloud
Private Cloud
Analytics
Big Data Social Networking SaaS
SaaS Identitäts- Ständige
Management Erreichbarkeit
In-Memory Intelligente Social Networking ERP, CRM und SCM Cloud-gerechte
Cloud-gerechte
Computing Branchenlösungen der Zukunft Netzwerkarchitektur
Netzwerkarchitektur
Server mit Internet der Dinge Unified SaaS
SaaS Neue Strategien für
niedrigstem Communications & mobile Plattformen
Energieverbrauch Collaboration
Cloud Computing
Cloud Computing Neue Impulse für Virtualisierung / Konsumerisierung App-Internet
App-Internet
Produktentwicklung Client Virtualisierung

Expert‘s rating. Top Ten IT-Trends 2012, Data from Kurzlechner, 2011


Differentiation
Cloud vs. Hosting
Architecture
Added Value


Global Player
Microsoft
Windows
Azure

Amazon Web
Salesforce
Services

google


Cloud = Hosting?
 Distinction
 Vendor landscape
 Abstraction level
 Development Platform
 Target group
 Value added services


Relationship
 PaaS-App has to run on the platform
 Dependency between app and platform
provider
  mitigation possible and mostly necessary
 Abstraction
 Encapsulation
 Or: App only useful in the platform-context (i.e.
facebook-App)


Cloud vs. Hosting
 Cloud‘s added value
 Services (technical)
 Self-Service
 Sales support
 Shift from CapEx to OpEx
 Response time


Cloud vs. Hosting
 Cloud‘s added value
 Billing increment
 Risk reduction
 Marginal cost optimization
 Cloud services outside the platform
 Orchestrated business processes


Business Models
Software Architecture
Pricing Model
Processes


From Single Tenancy to Multi Tenancy


What Does Multi-Tenant SaaS Mean?
 Shared infrastructure
handling multiple tenants

 Scale out when more tenants
become active

 Scale down when tenants are
less active

 Scale down when tenants
leave

 Dynamically scaling, elastic
infrastructure


Scaling
Drives Costs
(SW+HW)

Expected
Load

Resources
IT CAPACITY

Drives Initial
Investments

Real Load Drives Revenue

TIME


Scaling


Simplest possible Strategical decision, not a
solution technical one
Operative Costs/RGU [€]

Optimization is sexy again

Optimum solution

Small
amount of
large
customers Lots of small customers
Development Costs [€]


Adapt Processes to the Long Tail

The Long Tail
http://www.wired.com/wired/archive/12.10/tail.html

Free: The Future of a Radical Price


Rating/Billing/Payment
 Account/balance infrastructure (debit system
 Web portal for… instead of credit system; example: Skype)
 …registration of new users (has to handle very sensitive  E.g. what to do with remaining balance if user cancels
credit card data  has to be stored safely and securely, his account?
too!)
 Fraud detection
 …maintaining customer billing data (e.g. customer
changes address or credit card provider)  Infrastructure for credit checking and fraud
 …cancelling accounts or users detection; examples are…
 Infrastructure for rating  …credit card checking
 Measure usage  …check of credit ranking for users
 Rage usage with rates/unit  Support infrastructure for rating/billing/payment
 Additional rating logic will be necessary; examples: issues
 Mechanisms for sales discounts (e.g. introductory offer)
 Infrastructure for billing  Alternatives for building such a system from scratch
 Creation of invoices (in total for accounting and could be:
itemized bills for checking the correctness)  Buying an existing billing system (expensive; does
 Sending out invoices (electronically with/without only make sense if customer needs such a system
signature, printed) in other areas, too)
 Storing invoices internally.
 Handle payments with payment partners (e.g.
 Infrastructure for payment; options could be: payment via phone invoice  difficult because
 Credit card payments including mechanisms for such contracts have to be maintained country by
handling payment cancellations, invalid credit cards (e.g.
expired cards), etc. country)
 Payments via online payment solution like PayPal  Use existing SaaS payment solutions (e.g. PayPal;
 Payment with vouchers (e.g. voucher that an end user difficult with pay-per-use)
received with hardware)


Conclusion
Further topics
Outlook


Further topics
 Legal aspects
 Customer acceptance
 Moving your existing data (migration
strategies)
 ROI
 ...


Outlook
 Wide influence on IT  Everything as a
 Hosting <> Cloud service???
 Certain use cases have  How powerful are the
the potential for global players?
economic value  Corruption?
 Evaluation necessary
 Human as a service


Sources
 Krishnan, S. (2010). Programming Windows Azure (1st). Beijing [u.a.]:
O'Reilly.
 Armbrust, M., Fox, A., Griffith, R., Joseph, A. D., Katz, R. H., Konwinski,
A. et al. (2009). Above the Clouds: A Berkeley View of Cloud
Computing. Access on 2012-01-06.
http://www.eecs.berkeley.edu/Pubs/TechRpts/2009/EECS-2009-
28.pdf
 Kurzlechner, W. (CIO Magazin, Hrsg.). (2011). Die Top-10-Listen der
IT-Trends 2012: Gartner, Forrester, IDC & Co., IDG Business Media
GmbH. Access on 2012-01-04.
http://www.cio.de/strategien/2298020/


Further Information Contact
Thomas Rümmler
 Windows Azure-Plattform – Lösungen thomas.ruemmler@aitgmbh.de

 Programming Windows Azure
 The Windows Azure Handbook,
Volume 1: Planning & Strategy
 David Pallmann‘s Technology Blog http://www.aitgmbh.de
http://blog.aitgmbh.de
 Introduction to the Windows Azure Platform
 Cloud Computing. Praxisratgeber und Rainer Stropek
Einstiegsstrategien rainer@software-architects.at

 Cloud Computing & SaaS

 http://www.microsoft.com/windowsazure/get
started/ http://www.timecockpit.com
http://www.timecockpit.com/de
/Blogs.aspx


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