The document discusses how cloud computing provides businesses with more agility through faster deployment of applications and infrastructure. It outlines some of the key benefits of cloud such as reducing delivery time and costs for IT while avoiding vendor lock-in. The document advocates for a hybrid cloud approach using public cloud for flexibility combined with private and dedicated servers for workloads that require more customization or higher performance. It also emphasizes the need for a cultural shift towards a DevOps model of collaboration between development and operations teams.

1. Cloud Principles track
Lindsay Cassidy
Senior Technology Strategist
Garry Prior
Rackspace Academy

2. IT Challenges

3. ……The Next Revolution
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4. A New Way of Thinking
Virtualization is a TECHNOLOGY …
Cloud Computing is a
BUSINESS MODEL
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5. …. but there is a problem
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6. Major business failed to Innovate…..
Entertainment
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Photography
Retail

7. Business driver for FASTER AGILITY
Market expectations
Continuous Integration & Deployment
Typical Change Management
You are behind your competitors
Time
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8. Business IT Challenges
REDUCE
REDUCE
AVOID
DELIVERY TIME TO
BUSINESS USERS
INTERNAL COST &
COMPLEXITY
VENDOR LOCK-IN
• Innovate faster by
removing red tape
• Eliminate the need for
shadow IT
• Lower admin overhead by
allowing customers to self
serve
• Maintain visibility into your
customers usage and
spend
• Spend less time doing
upgrades
• Move workloads to an open
source cloud platform
• Lower switching costs and
reduce risk – multiple
vendors will support
OpenStack
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9. Cloud Supports the Agile Business
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10. Collaboration Delivering
Agility and Innovation
Remove the CAPEX Blockade
• Lower Approval Threshold
• Eliminate Missed Opportunity
• Lower Barrier to Entry
How Many Projects Have You Killed
Because You Couldn’t Justify CAPEX
Spend?
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11. Return on Agility (ROA) vs
Return on Investment (ROI)

12. ROI / ROA / MC
• Return on Investment - Return on investment (ROI) is the concept of an investment of some
resource yielding a benefit to the investor.
• Return On Agility - Operational advantages that can be easily measured such as ...
•
•
•
•
Setting up infrastructure in minutes rather than months
Completing massive computational projects with a large number of resources quickly
Scaling architecture up and down to provide the needed IT resources only when you need them,
Deliver targeted IT solutions fast for individual business units
• Marginal Cost - The change in the total cost that arises when the quantity produced changes by one
unit - or the cost of producing one more unit of a good
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13. Your Ideal ROI Model
DEMAND
CAPACITY
MAX
CAPACITY
AVE
USAGE
MIN
TIME
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14. Utility Portfolio Pricing
Fanatical Support® makes us the most trusted partner for business
Seamless Portfolio of hosting and cloud computing services
Open Technologies at Web Scale ensures value and reliability
Monthly
Daily
Hourly
Security Devices, Data Base
Clusters, Dedicated ESX Hosts
Private Cloud VM’s
Compute, Network, Storage
Simple, Scalable Services – No lock in

15. On-Demand Cloud
Traffic
Own The Base Rent The Spike
Dedicated
Cloud
Public Cloud Burst
Time
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16. Workload Best Fit

17. Cloud is for EVERYONE not EVERYTHING
DEDICATED
• Public cloud + private cloud +
dedicated servers
• Working together as one
• More familiar environments,
less need to re-architect
• Run apps where they run best
• Better performance, reliability,
security and economics
PUBLIC
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PRIVATE

18. Hybrid Cloud
Hybrid Cloud: The Right Fit
PUBLIC CLOUD
PRIVATE CLOUD
DEDICATED SERVERS
Security
Enhanced Security
Customisation
Higher Performance
Reliability
Reliability
Per Unit Cost
Per Unit Cost
Utility Billing
Utility Billing
Provisioning Speed
Provisioning Speed
Lower Total Costs? Depends on your needs.
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19. Industry Experts on Hybrid Cloud
““Hybrid IT is the new IT and it is here to
stay….Hybrid IT creates symmetry
between internal and external IT services
that will force an IT and business
paradigm shift for years to come.“
"Hybrid is the end-state. A lot of people
say ‘the end state is cloud’ I don’t buy that
at all… It is about creating the right
architecture to support the application
and the evolution of the application over
time.”
- Chris Howard, Managing VP
- James Staten, VP & Principal Analyst
Gartner Source: http://www.gartner.com/newsroom/id/1940715
Forrester Source:http://www.rackspace.com/blog/why-hybrid-cloud-is-a-must-have-for-the-enterprise/
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20. Beware Of Technology Switches
Cloud Applications
Application
App Transformation App
Servers &
Networking
SAN
Servers &
Networking
Transformation
SAN
Storage
Current Enterprise Virtualisation
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21. Spotting Application Demand Patterns
PERIODIC
CYCLICAL
BURSTING
THE DAILY CYCLE
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22. Which Apps Should Move to Cloud?
•
Built for Resilience & Error Tolerance
•
Loosely Coupled Components
•
Preserved & Recoverable Application State
•
Parallelism
CLOUD-AWARE
APPLICATION
DEVELOPMENT
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23. RIGHT FIT FOR APPLICATIONS
BO DB
BO Web
SP DB
SP Web
App 3
App 4
App 5
App 4
App 7
App 4
SOP DB
SOP FE
ERP DB
ERP FE
On-Premise
Data Centre
On-Premise
Private Cloud
Dedicated
Hosting
Hosted Private
Cloud
CONTROL
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Public Cloud
IaaS
AGILITY
*All material and content provided is privileged and confidential

24. Culture Change….
The New DevOps Model

25. The eternal problem of IT
How do I go
faster?
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26. A New Way of Thinking
Virtualization is a TECHNOLOGY …
Cloud Computing is a
BUSINESS MODEL
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27. Transforming to a cloud business
PEOPLE & CULTURE
APPLICATIONS
INFRASTRUCTURE
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28. Agile People Enable CI/CD Model
Dev/Ops Creates a Continuous Delivery
Release once per day
Release once per month
DevOps is about people, process, and technology
producing outcomes
RACKSPACE® HOSTING
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W W W.RACKSPACE.COM
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Source: DriveDev

29. What got us here?
Google Search Trends
Red Hat
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IIS
Apache
MySQL

30. Won’t get us there
Google Search Trends
PowerShell
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GitHub
NginX
MongoDB

31. Rackspace DevOps Experience
1300 PATCHES
IN 6 MONTHS
1 MILLION
NOVA INSTANCES
99.97%
API AVAILABILITY
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120 M
API HITS

32. What You Should Be Asking…
What are YOU going to DO
with Cloud?
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33. MANDATE for DEV/OPS
Enhancing Development Skills:
– Platform-Based Development
– Scalable Applications
– Stateless Applications
Enhancing Operations Skills:
– Scripting or coding
– Automation
– Infrastructure via APIs
Standardized Platform:
– Not infinitely customisable
Cross-Functional Team:
– Developers
– Operations
– Marketing
CLOUD
– Finance
SQUAD
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34. Our DevOps Advisory Services
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35. Case studies
Garry Prior
Rackspace Academy

36. MASS ADVERTISING CAMPAIGN
• Consumer TV marketing campaign, driving huge, time-critical
demand
• Existing application based on dedicated infrastructure
• Dedicated F5 load balancer with Rackconnect to re-route to
cloud-based solution
• 220 Cloud Servers (200 web servers, 20 DB)
• Actual load of ~430 MB/sec for an hour with 260,000
simultaneous users (load-tested up to 808MB/sec)
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37. PEAKY DEMAND
• Online football game
• Highest customer demand in August (start of
football season)
• Peaky traffic during rest of season (weekends)
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38. PEAKY DEMAND
12
12
10
10
8
8
6
6
4
4
2
2
0
0
June
July
August
September
October
November
December
Monthly Cloud Servers
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Weekly Cloud Servers
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39. ENABLING NEW BUSINESS MODELS
• DDoS attack replication
• 4 hours, 2 HTTP floods
• 500 4GB Cloud Servers across 4 Rackspace
DCs
• 100,000 requests per second
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40. ENABLING NEW BUSINESS MODELS
• Penetration & stress testing for high traffic sites
& apps
• ~1 hour tests
• 100-180 8GB Cloud Servers
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41. HubSpot Outgrew the Public Cloud
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42. The Hybrid Cloud Delivers Optimisation
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