Adrian Cockcroft discusses the importance of leveraging cloud technology and continuous delivery to accelerate innovation and respond rapidly to market demands, drawing on his experience at Netflix. He emphasizes that traditional product development processes are slow and need to be streamlined through cloud adoption, enabling faster customer feedback and development cycles. Cockcroft concludes with insights on transforming IT practices to enhance agility and competitive advantage in business.

1. Using Cloud and Continuous Delivery to
Speed Up Innovation
Adrian Cockcroft @adrianco
Cloud Expo Europe – 26th February 2014

2. What I learned from my time at Netflix
● Speed
wins in the marketplace
● Remove
● High
trust, low process
● Freedom
● Don’t
friction from product development
and responsibility culture
do your own undifferentiated heavy lifting
● Simple
patterns automated by tooling
2 | Battery Ventures

3. 3 | Battery Ventures

4. Typical reactions to my Netflix talks…
“You guys are
crazy! Can’t
believe it”
“What Netflix is
doing won’t work”
– 2010
It only works
for ‘Unicorns’
like Netflix”
– 2009
– 2011
“We’d like to do
that but can’t”
– 2012
“We’re on our way using
Netflix OSS code”
– 2013
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5. 5 | Battery Ventures

6. Demands on IT Increased 1000x
Compete or lose in the market!
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7. Colonel Boyd USAF, on Combat
“Get inside your
adversaries' OODA
loop to disorient them”
Observe
Orient
Decide
Act
7 | Battery Ventures

8. Land grab
opportunity
Engage
customers
Measure
Customers
Competitive
Move
Observe
Customer
Pain Point
Analysis
Deliver
Act
Orient
Model
Hypotheses
Implement
Decide
Commit
Resources
Plan
Response
Get Buy-in
8 | Battery Ventures

9. How fast can you act?
9 | Battery Ventures

10. Non-Cloud Product Development
Months before you find out whether the product meets the need
Business
Need
Approval
Process
• Documents
• Weeks
• Meetings
• Weeks
IaaS
Cloud
Hardware
Purchase
Software
Development
Deployment
and Testing
Customer
Feedback
• Negotiations
• Weeks
• Specifications
• Weeks
• Reports
• Weeks
• It sucks!
• Weeks
Hardware provisioning is undifferentiated heavy lifting
10 | Battery Ventures

11. IaaS Based Product Development
Weeks before you find out whether the product meets the need
Business Need
• Documents
• Weeks
Software
Development
• Specifications
• Weeks
Deployment and
TestingPaaS
• Reports
Cloud
• Days
Customer Feedback
• It sucks!
• Days
Software provisioning is undifferentiated heavy lifting
11 | Battery Ventures

12. PaaS Based Product Feature Development
Days before you find out whether the feature meets the need
Business Need
• Discussions
• Days
Software
SaaS/
Development
• CodeBPaaS
Cloud
• Days
Customer Feedback
• Fix this Bit!
• Hours
Building your own business apps is undifferentiated heavy lifting
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13. SaaS Based Business App Development
Hours before you find out whether the feature meets the need
Business Need
• GUI Builder
• Hours
Customer Feedback
• Fix this bit!
• Seconds
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14. Process Hand-Off Steps for Product Development on IaaS
Product Manager
Development Team
QA Integration Team
Operations Deploy Team
BI Analytics Team
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15. Process Hand-Off Steps for Feature Development on PaaS
Product Manager
Developer
BI Analytics Team
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16. What Happened?
Rate of
change
increased
Cost and size
and risk of
change
reduced
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17. Land grab
opportunity
Launch AB
Test
Automatic
Deploy
Incremental
Features
Measure
Customers
INNOVATION
Competitive
Move
Observe
Customer
Pain Point
Analysis
Act
Continuous
Delivery on
Cloud
Orient
BIG DATA
Model
Hypotheses
CLOUD
Decide
Plan
Response
Share Plans
CULTURE
JFDI
17 | Battery Ventures

18. OK, how do I get there?
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19. "This is the IT swamp draining manual for anyone who is neck deep in alligators.”
Adrian Cockcroft, Cloud Architect at Netflix
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20. Continuous Deployment for Speed
● Lean Enterprise – coming May 2014
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21. Cloud Native for High Availability
● NetflixOSS at netflix.github.com and techblog.netflix.com
● Details from Netflix team at Qcon London March 4-8 2014
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22. Cloud Native Benchmarking
Write intensive test of cross region replication capacity
16 x hi1.4xlarge SSD nodes per zone = 96 total
192 TB of SSD in six locations up and running Cassandra in 20 minutes
Test
Load
Validation
Load
1 Million reads
After 500ms
CL.ONE with no
Data loss
1 Million writes
CL.ONE (wait for one
replica to ack)
Test
Load
US-East-1 Region - Virginia
US-West-2 Region - Oregon
Zone A
Zone B
Zone C
Zone A
Zone B
Zone C
Cassandra Replicas
Cassandra Replicas
Cassandra Replicas
Cassandra Replicas
Cassandra Replicas
Cassandra Replicas
Inter-Zone Traffic
Inter-Region Traffic
Up to 9Gbits/s, 83ms
18TB
backups
from S3

23. Open Source Ecosystems
● Github is your company’s online resume
● Extensible platforms create ecosystems
● Give up control to get ubiquity – Apache license
● Don’t miss Simon Wardley’s Cloud Expo talk later today!
Innovate, Leverage and Commoditize
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24. Speed wins in the marketplace
24 | Battery Ventures

25. Any Questions? Upcoming Presentations by @adrianco
● Battery Ventures http://www.battery.com
● Adrian’s Blog http://perfcap.blogspot.com
● Netflix Tech Blog http://techblog.netflix.com
● Netflix Slideshare http://slideshare.com/netflix
● Migrating to Microservices – Qcon London - March 6th, 2014
● Monitorama Keynote Portland OR - May 7th, 2014
● GOTO Chicago Keynote May 20th, 2014
● DevOps Summit at Cloud Expo New York – June 10th, 2014
● GOTO Copenhagen/Aarhus – Denmark – Oct 25th, 2014
25 | Battery Ventures