situation normal - ukuug mar'10
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Situation Normal, Everything Must
Change
Simon
Wardley
DANGER!Will Robinson
DANGER!
Sccott Beale/Laughing Squid : http://www.flickr.com/photos/laughingsquid/
Pain
No. Slides
Pain
No. Slides
Pain
OK
30 slides
No. Slides
Pain
OK
Severerisk of harm
373 slides
photos/videoplacebo/3481780379/
Cloud Computing?
http://www.flickr.com/photos/fimbrethil/
It’s like computers on the
internet, innit.
http://www.flickr.com/photos/radioflyer007/
http://www.flickr.com/photos/radioflyer007/http://upload.wikimedia.org/wikipedia/en/5/51/Metropolis.jpg
Disruptive shift of the computing stack to online
services.
It’s like computers on the
internet, innit.
http://www.flickr.com/photos/rainbowproject/3928445074/
http://www.flickr.com/photos/rainbowproject/3928445074/
£10,000 please.
Image from Oliver Twist
It’s like SaaS or Software as a Service, and infrastructure provision and PaaS, that’s
Platform as a Service and utility computing being provided in public clouds, which is
different from private clouds which aren’t cloud computing, unless of course you’re
talking about hybrid clouds which sort of are and it’s hype and lock-in and did I mention
infrastructure?
67 definitions
No. Slides
Pain
OK
Severerisk of harm
373 slides
1. On-demand self-service Internet
infrastructure where you pay-as-you-go and use only what you need, all
managed by a browser, application or API. Cloud computing is broken up into
multiple segments including: Cloud Infrastructure, Cloud Platforms and
Cloud Applications.(see "Cloud Pyramid")
No definition
Our Product
Cloud =
NIST(National Institute of Science & Technology)
Version 15
National Institute of Standards and Technology, Information Technology Laboratory
Note 1: Cloud computing is still an evolving paradigm. Its definitions, use cases, underlying technologies, issues, risks, and benefits will be refined in a spirited debate by the public and private sectors. These
definitions, attributes, and characteristics will evolve and change over time.
Note 2: The cloud computing industry represents a large ecosystem of many models, vendors, and market niches. This definition attempts to encompass all of the various cloud approaches.
Definition of Cloud Computing:
Cloud computing is a model for enabling convenient, on-demand network access to a shared pool of configurable computing resources (e.g., networks, servers, storage, applications, and services) that can be
rapidly provisioned and released with minimal management effort or service provider interaction. This cloud model promotes availability and is composed of five essential characteristics, three service models,
and four deployment models.
Essential Characteristics:
On-demand self-service. A consumer can unilaterally provision computing capabilities, such as server time and network storage, as needed automatically without requiring human interaction with each service’s
provider.
Broad network access. Capabilities are available over the network and accessed through standard mechanisms that promote use by heterogeneous thin or thick client platforms (e.g., mobile phones, laptops, and
PDAs).
Resource pooling. The provider’s computing resources are pooled to serve multiple consumers using a multi-tenant model, with different physical and virtual resources dynamically assigned and reassigned
according to consumer demand. There is a sense of location independence in that the customer generally has no control or knowledge over the exact location of the provided resources but may be able to
specify location at a higher level of abstraction (e.g., country, state, or datacenter). Examples of resources include storage, processing, memory, network bandwidth, and virtual machines.
Rapid elasticity. Capabilities can be rapidly and elastically provisioned, in some cases automatically, to quickly scale out and rapidly released to quickly scale in. To the consumer, the capabilities available for
provisioning often appear to be unlimited and can be purchased in any quantity at any time.
Measured Service. Cloud systems automatically control and optimize resource use by leveraging a metering capability at some level of abstraction appropriate to the type of service (e.g., storage, processing,
bandwidth, and active user accounts). Resource usage can be monitored, controlled, and reported providing transparency for both the provider and consumer of the utilized service.
Service Models:
Cloud Software as a Service (SaaS). The capability provided to the consumer is to use the provider’s applications running on a cloud infrastructure. The applications are accessible from various client devices
through a thin client interface such as a web browser (e.g., web-based email). The consumer does not manage or control the underlying cloud infrastructure including network, servers, operating systems,
storage, or even individual application capabilities, with the possible exception of limited user-specific application configuration settings.
Cloud Platform as a Service (PaaS). The capability provided to the consumer is to deploy onto the cloud infrastructure consumer-created or acquired applications created using programming languages and tools
supported by the provider. The consumer does not manage or control the underlying cloud infrastructure including network, servers, operating systems, or storage, but has control over the deployed
applications and possibly application hosting environment configurations.
Cloud Infrastructure as a Service (IaaS). The capability provided to the consumer is to provision processing, storage, networks, and other fundamental computing resources where the consumer is able to
deploy and run arbitrary software, which can include operating systems and applications. The consumer does not manage or control the underlying cloud infrastructure but has control over operating systems,
storage, deployed applications, and possibly limited control of select networking components (e.g., host firewalls).
Deployment Models:
Private cloud. The cloud infrastructure is operated solely for an organization. It may be managed by the organization or a third party and may exist on premise or off premise.
Community cloud. The cloud infrastructure is shared by several organizations and supports a specific community that has shared concerns (e.g., mission, security requirements, policy, and compliance
considerations). It may be managed by the organizations or a third party and may exist on premise or off premise.
Public cloud. The cloud infrastructure is made available to the general public or a large industry group and is owned by an organization selling cloud services.
Hybrid cloud. The cloud infrastructure is a composition of two or more clouds (private, community, or public) that remain unique entities but are bound together by standardized or proprietary technology that
enables data and application portability (e.g., cloud bursting for load-balancing between clouds).
Note: Cloud software takes full advantage of the cloud paradigm by being service oriented with a focus on statelessness, low coupling, modularity, and semantic interoperability.
Note 1: Cloud computing is still an evolving paradigm.
http://www.flickr.com/photos/rainbowproject/3928445074/
We don’t know what “cloud” is yet.
3 service models4 deployment models
5 essential characteristics
Trains have wheels, they move along a track and are run by public &
private operators
http://www.flickr.com/photos/oddsock/322932213
Why trains?
http://www.flickr.com/photos/oddsock/322932213
“The real thing to do today is to capture, what are the dimensions of the thing that literally, I will tell you, we’re betting our
company on, and I think pretty much everybody in the technology industry is
betting their companies on”
Microsoft CEO, Steve Ballmer
http://www.flickr.com/photos/rainbowproject/3928445074/
We don’t know what “cloud” is yet
http://www.flickr.com/photos/rainbowproject/3928445074/
We don’t know what “cloud” is yet
but bet your company on it
http://www.flickr.com/photos/rainbowproject/3928445074/
We don’t know what “cloud” is yet
but bet your company on it
everybody else is.
“open up exciting new prospects for the
employment of computers in ways and on a scale that would have seemed pure
fantasy only five year ago”
“The challenge of the Computer Utility” Douglas Parkhill
1966
“The challenge of the Computer
Utility” Douglas Parkhill
1966
“The challenge of the Computer
Utility” Douglas Parkhill
1966
Public & Private“The challenge of the Computer
Utility” Douglas Parkhill
1966
Elastic Supply
Public & Private“The challenge of the Computer
Utility” Douglas Parkhill
1966
Elastic Supply
Utility basis
Public & Private“The challenge of the Computer
Utility” Douglas Parkhill
1966
Elastic Supply
Utility basis
Online
Public & Private“The challenge of the Computer
Utility” Douglas Parkhill
1966
+44 years
Computer Utility Cloud Computing
http://www.flickr.com/photos/rainbowproject/3928445074/
Private cloud isn’t cloud computing
Yes, it is
Oh not it isn’t
innovate
cost efficient
Offshore
show ROI
focus on core
adaptable
align to the business
good governance
secure
Six Sigmaflexible
CloudSAAS
Web 2.0
Enterprise 2.0
Outsource
process engineering
REST
Open sourceSOA
KPIs
Agile
ITILOrganic
Demand management
Economics
What is cloud?Economics
What is cloud?Why now?
Economics
What is cloud?Why now?
Economics
Benefits & Risks
What is cloud?Why now?
Economics
Private or Public?Benefits & Risks
Myths
What is cloud?Why now?
Economics
Private or Public?Benefits & Risks
UbuntuMyths
What is cloud?Why now?
Economics
Private or Public?Benefits & Risks
Diffusion of innovationEverett Rogers( 1931 - 2004 )
Technology Adoption
Technology Adoption
Ma
rket S
hare
%
Shapes of curves of diffusions for innovations that spread over various periods of time
Late adopters
Innovation 3Innovation 2Innovation 1
Take-off
Earlier
Adopters
Time
% o
f ow
ners
hip
Number of years (1=year invented)
% o
f Owne
rshi
p
Ubi
quity
Time
Ubi
quity
Time
Ubi
quity
Early
Time
Ubi
quity
Early
Laggards
Time
Ubi
quity
“New and Improved”
Time
Ubi
quity
Early
Time
Ubi
quity
Laggards
Time
“New and Improved”
Ubi
quity
Time
Ubi
quity DisruptiveChange
Time
Ubi
quity DisruptiveChange
Clayton Christensen
Time
Ubi
quity
Early
Laggards
Time
Ubi
quity
More defined, feature complete & better understood
Sccott Beale/Laughing Squid : http://www.flickr.com/photos/laughingsquid/
Ubi
quity
Certainty
Ubi
quity
Certainty
Ubi
quity
TV’s, Phones & VCRS
Certainty
Ubi
quity
TV’s, Phones & VCRS
Innovation
Certainty
Ubi
quity
Commodity
Certainty
Ubi
quity
Innovation of early lists, 1980.
Certainty
Ubi
quity
Custom built, DB MarketingMid 80s
Certainty
Ubi
quity
ProductEarly 90s
Certainty
Ubi
quity
Utility Services of Salesforce
Certainty
Ubi
quity
Product
Custom builtInnovation
Commodity
Utility Services
Certainty
Ubi
quity
Innovation of Z3, 1941
Certainty
Ubi
quity
Custom Built LEO, 1946
Certainty
Ubi
quity
Products IBM 650, 1954
Certainty
Ubi
quity
Commodity Hardware
Certainty
Ubi
quity
Utility services of Amazon EC2
Certainty
Ubi
quity
Innovation of W. H. Wollaston, 1821
Certainty
Ubi
quity
Early Products, Hippolyte Pixii, 1830s
Certainty
Ubi
quity
Certainty
Ubi
quity Utility Services
of the National Grid
Certainty
Ubi
quity
Certainty
Ubi
quity
Commod
itisati
on
http://www.flickr.com/photos/privatenobby
http://www.flickr.com/photos/billege
http://www.flickr.com/photos/billege/
Demand (user competition)
Certainty
Ubi
quity
http://www.flickr.com/photos/privatenobby
http://www.flickr.com/photos/mush2274
http://www.flickr.com/photos/mush2274/
Improvement (supply competition)
Certainty
Ubi
quity
Demand (user competition)
Commod
itisati
on
Certainty
Ubi
quity
Improvement (supply competition)
Demand (user competition)
What is cloud?Economics
Certainty
Ubi
quity
Certainty
Ubi
quity
Widespread(Demand)
Feature Complete(Improvement)
Certainty
Ubi
quity
Certainty
Ubi
quity
Database Framework
Operating System
CPU Memory I/O
Messaging
Application
Virtualisation
Database Framework
Operating System
Memory I/O
Messaging
Application
Virtualisation
Database Framework
Operating System
Memory I/O
Messaging
Application
Virtualisation Infrastructure
Database Framework
Operating System
Memory I/O
Messaging
Application
Virtualisation Infrastructure
Platform
Database Framework
Operating System
Memory I/O
Messaging
Application
Virtualisation Infrastructure
Platform
Software
Infrastructure
Platform
Software
... as aProduct
... as aService
Certainty
Ubi
quity
What is cloud?Why now?
Economics
What is Industrial Revolution?
It’s like mechanised horses, innit.
43 definitions
1. Broad socioeconomic and technological changes starting
in the early 18th century.
2. Rapid development of industry in the
early 19th century.
No definition
+ 200 years
http://www.flickr.com/photos/radioflyer007/ http://petjunction.blogspot.com/2007/07/adorables.html
Cloud? Hang on, let’s look at
Google.
Not a thing
Transition
http://www.flickr.com/photos/21734563@N04/2179722280/
Concept
Suitability
Concept
Suitability
TechnologyConcept
Attitude
Concept
Suitability
Technology
Industrial Revolution
Attitude
Concept
Suitability
Technology
Our Product
Industrial Revolution
=
Our Product
Cloud Computing
=
Cloud Computing
Concept
Concept
Suitability
Concept
Suitability
Technology?
Gerald J. Popek (1947-2008)
Concept
Suitability
Technology
Attitude
?
Nick Carr
Dimini
shing
strate
gic va
lue
Certainty
Ubi
quity
Certainty
Ubi
quity
Competitive advantage
Certainty
Ubi
quity Cost of doing
business
Payroll
HR Systems
CRM
ERP
Infrastructure
Finance & Accounting
Sales Automation
Certainty
Ubi
quity Cost of doing
business PayrollHR
Certainty
Ubi
quity Cost of doing
business
Min. Strategic value
PayrollHR
Certainty
Ubi
quity
PayrollHR
Why are we spending $600M p.a. on customising
stuff has no strategic value?
http://www.flickr.com/photos/rainbowproject/3928445074/
Gain competitive advantage by customising your
payroll system
Certainty
Ubi
quity
Way back when ...
Now
Certainty
Ubi
quity
Standardised Service!
Certainty
Ubi
quity
Marketplace
Standardised Service!
Concept
Suitability
Technology
Attitude
Recap
% o
f ow
ners
hip
Number of years (1=year invented)
Product
Custom builtInnovation
Commodity
Utility Services
Certainty
Ubi
quity
Commod
itisati
on
Certainty
Ubi
quity
Improvement (supply competition)
Demand (user competition)
Widespread(Demand)
Feature Complete(Improvement)
Certainty
Ubi
quity
Concept
Suitability
Technology
Attitude
Elastic Supply
Utility basis
Online
Public & Private“The challenge of the Computer
Utility” Douglas Parkhill
1966
Certainty
Ubi
quity
Marketplace
Standardised Service!
Infrastructure
Platform
Software
... as aProduct
... as aService
Certainty
Ubi
quity
It’s like SaaS or Software as a Service, and infrastructure provision and PaaS, that’s
Platform as a Service and utility computing being provided in public clouds, which is
different from private clouds which aren’t cloud computing, unless of course you’re
talking about hybrid clouds which sort of are and it’s hype and lock-in and did I mention
infrastructure?
What is cloud?Why now?
Benefits & RisksBenefits
Certainty
Ubi
quity Early Utility
Westinghouse,1890s
Product Hippolyte Pixii,
1830s
Certainty
Ubi
quity
Economies of scale(volume operations)
Certainty
Ubi
quity
Economies of scale(volume operations)
Focus on core (outsource)
Certainty
Ubi
quity
Economies of scale(volume operations)
Focus on core (outsource)
Pay per use (utility)
Speed (Self Service)
Economies of scale(volume operations)
Focus on core (outsource)
Pay per use (utility)
Certainty
Ubi
quity
Joseph A. Schumpeter (1883 - 1950)
The fundamental impulse that sets and keeps the capitalist engine in motion comes from the new consumers, goods, the new methods of production or transportation, the new markets, the new forms of industrial organization that capitalist enterprise creates.
The fundamental impulse that sets and keeps the capitalist engine in motion comes from the new consumers, goods, the new methods of production or transportation, the new markets, the new forms of industrial organization that capitalist enterprise creates.
Joseph A. Schumpeter (1883 - 1950)
newnew
newnew
Joseph A. Schumpeter (1883 - 1950)
Creative Destruction
Erodin
g Valu
e
Certainty
Ubi
quity
Erodin
g Valu
e
EnablesInnovation
Certainty
Ubi
quity
Electricity
Hardware
Internet
Certainty
Ubi
quity
Electricity
Hardware
Internet
Search
Certainty
Ubi
quity
Certainty
Ubi
quity
EnableInnovation
Infrastructure
Platform
Software
New server
64 node cluster
Previous Time(mins)
72,000
130,000
New server
64 node cluster
Previous Time(mins)
Cloud Time(mins)
72,000
130,000
7
15
Theory of Hierarchy Componentisation
Herbert A. Simon (1916 - 2001)
Rate of evolution of a system is
dependant upon the organisation of its subsystems.
Herbert A. Simon (1916 - 2001)
Application
Database Framework Messaging
Application
Database Framework
Operating System
CPU Memory I/O
Messaging
Application
Virtualisation
Database Framework
Operating System
CPU Memory I/O
Messaging
Application
Virtualisation
CPU
Application
Orders of Magnitude
Certainty
Ubi
quity
Infrastructure
Platform
Software
Certainty
Ubi
quity
AcceleratedInnovation
Infrastructure
Platform
Software
Henry Maudslay(1771 - 1831)
InnovationFlemming Valve, 1904
Certainty
Ubi
quity
ProductsIntel 4004, 2300 Transistors, 1971
Certainty
Ubi
quity
Busicom
MCS-4
Busicom
MCS-4
Busicom
Co-Evolution
> 1,000,000,000,000,000,000
1
Greater consumption
$700
0.0002c
Reduced cost per unit
http://www.flickr.com/photos/rainbowproject/3928445074/
Pay per use = greater efficiency
greater efficiency = less cost
William Stanley Jevons, 1865
“Jevons Paradox”
Technological progress that increases the
efficiency with which a resource is used, tends to
increase the rate of consumption of that
resource.
Speed (Self Service)
Economies of scale(volume operations)
Focus on core (outsource)
Pay per use (utility)
Certainty
Ubi
quity
Certainty
Ubi
quity
Accelerated Innovation (componentisation)
Certainty
Ubi
quity
Greater consumption(componentisation, co-evolution, Jevons paradox)
Accelerated Innovation (componentisation)
What is cloud?Why now?
Economics
Benefits & RisksRisks
Certainty
Ubi
quity
Disruptive
... as aProduct
Transition
Certainty
Ubi
quity
Transition
Confusion
Certainty
Ubi
quity
Transition
Governance
Confusion
Certainty
Ubi
quity
Transition
Governance
Trust
Confusion
Certainty
Ubi
quity
Transition
Governance
Trust
Security
Confusion
Certainty
Ubi
quity
Transition
Governance
Trust
Security
Confusion
Transparency
Certainty
Ubi
quity
Outsourcing
Certainty
Ubi
quity
Suitability
Outsourcing
Certainty
Ubi
quity
Competition
Suitability
Outsourcing
Certainty
Ubi
quity
Competition
Lock-in
Suitability
Outsourcing
Certainty
Ubi
quity
Competition
Lock-in
Second Source
Suitability
Outsourcing
Certainty
Ubi
quity
Competition
Lock-in
Second Source
Control
Suitability
Outsourcing
Certainty
Ubi
quity
Transition
Governance
Trust
Confusion
Transparency
Competition
Lock-in
Second Source
Control
Suitability
Outsourcing
Security
Certainty
Ubi
quity
http://www.flickr.com/photos/rainbowproject/3928445074/
You have choice!
Market
Certainty
Ubi
quity
You
Market
Competitive Gap
Certainty
Ubi
quity
You
Market
Speed to market
Economies of scale
Focus on core
Pay per use
Reduced cost
Accelerated innovation
Certainty
Ubi
quity
You
http://www.flickr.com/photos/privatenobby
http://www.flickr.com/photos/billege
http://www.flickr.com/photos/giddygoose/
“Red Queen Hypothesis”
The need to constantly evolve in order to stand
still relative to a surrounding ecosystem
Prof. Van Valen
Pres
sure
Prof. Van Valen
“Red Queen Hypothesis”
Certainty
Ubi
quity Market
You
vsBenefits Risks
Recap
Product
Custom builtInnovation
Commodity
Utility Services
Certainty
Ubi
quity
Certainty
Ubi
quity
Improvement (supply competition)
Demand (user competition)
Infrastructure
Platform
Software
... as aProduct
... as aService
Certainty
Ubi
quity
Concept
Suitability
Technology
Attitude
Certainty
Ubi
quity
Economies of scale(volume operations)
Focus on core (outsource)
Pay per use (utility)
Speed (Self Service)
Certainty
Ubi
quity
Greater consumption(componentisation, co-evolution, Jevons paradox)
Accelerated Innovation (componentisation)
Disruptive
Certainty
Ubi
quity
... as aProduct
Transition
Governance
Trust
Confusion
Transparency
Security
Certainty
Ubi
quity
Competition
Lock-in
Second Source
Control
Suitability
Outsourcing
Certainty
Ubi
quity
Transition
Governance
Trust
Confusion
Transparency
Competition
Lock-in
Second Source
Control
Suitability
Outsourcing
Security
Certainty
Ubi
quity
Pres
sure
Prof. Van Valen
“Red Queen Hypothesis”
Certainty
Ubi
quity Market
You
http://www.flickr.com/photos/21734563@N04/2179722280/
vsBenefits Risks
What is cloud?Why now?
Economics
Private or Public?Benefits & Risks
Consumer Provider
Consumer
Public Cloud
Provider
Consumer Provider
Consumer
Private Cloud
Provider
Consumer Provider
Private Cloud
Business Units
I.T. Dept
Private Cloud
Certainty
Ubi
quity
Public
Private
Certainty
Ubi
quity
Hybrid
Certainty
Ubi
quity
Transition
Governance
Trust
Security
Certainty
Hybrid
Ubi
quity
“The challenge of the Computer Utility” Douglas Parkhill
1966
Consumer Provider
variety of models
Myths
Risks
What is cloud?Why now?
Economics
Private or Public?
http://www.flickr.com/photos/rainbowproject/3928445074/
Only public cloud is cloud computing!
http://www.flickr.com/photos/rainbowproject/3928445074/
You have choice!
Only public cloud is cloud computing!
http://www.flickr.com/photos/rainbowproject/3928445074/
Standards don’t matter
You have choice!
Only public cloud is cloud computing!
http://www.flickr.com/photos/rainbowproject/3928445074/
It’ll reduce your IT spend.
Cloud is Green.
Economies of scale(volume operations)
Pay per use (utility)
Certainty
Ubi
quity
Infrastructure
Platform
Software
efficiency
Certainty
Ubi
quity
Greater consumption(componentisation, co-evolution, Jevons paradox)
Accelerated Innovation (componentisation)
Infrastructure
Platform
Software
consumption
efficiency
Image from Oliver Twist
http://www.flickr.com/photos/rainbowproject/3928445074/
Infrastructure = CodeWe can automate!
http://www.flickr.com/photos/rainbowproject/3928445074/
BOFH = 200 MBOFH++ = 20K VM
Infrastructure = CodeWe can automate!
http://www.flickr.com/photos/rainbowproject/3928445074/
BOFH = 200 MBOFH++ = 20K VM
Infrastructure = CodeWe can automate!
Reduce BOFH by 95%+
Image from Oliver Twist
Operational Efficiency
Image from Oliver Twist
Operational Efficiency
WORKLOAD
http://www.flickr.com/photos/rainbowproject/3928445074/
It’s an Innovation
Oh, Yes it is.
Certainty
Ubi
quity
Standardised, low costservice
Marketplace
Innovation = $$$
+ $$$
Innovation
Certainty
Ubi
quity
You
Competitive Gap
Market
Certainty
Ubi
quity
http://www.flickr.com/photos/rainbowproject/3928445074/
All IT is the same!
IT
Certainty
Ubi
quity
Certainty
Ubi
quity
Certainty
Ubi
quity
Certainty
Ubi
quity
Dynamic
Certainty
Ubi
quity
DynamicUncertain
Certainty
Ubi
quity
DynamicUncertainDeviation
Certainty
Ubi
quity
DynamicUncertainDeviationDifferential
Certainty
Ubi
quity
DynamicUncertainDeviationDifferentialWorth
Certainty
Ubi
quity
Certainty
Ubi
quity
Static
Certainty
Ubi
quity
StaticDefined
Certainty
Ubi
quity
StaticDefinedNo Deviation
Certainty
Ubi
quity
StaticDefinedNo DeviationStandard
Certainty
Ubi
quity
StaticDefinedNo DeviationStandardCost
DifferentCharacteristics
Certainty
Ubi
quity
Certainty
Ubi
quity
Innovation of early lists
Custom built, DB Marketing
90’s Early Product
Utility Services of Salesforce
NoMagic Bullets
Certainty
Ubi
quity
Agile
Six Sigma
Certainty
Ubi
quity
Certainty
Ubi
quity
Six Sigma
Six Sigma
Certainty
Ubi
quity
Certainty
Ubi
quity
Six Sigma
The fundamental impulse that sets and keeps the capitalist engine in motion comes from the new consumers, goods, the new methods of production or transportation, the new markets, the new forms of industrial organization that capitalist enterprise creates.
Joseph A. Schumpeter (1883 - 1950)
newnew
newnew
Certainty
Ubi
quity
Agile
Agile
Certainty
Ubi
quity
Agile
Certainty
Ubi
quity
Pres
sure
Prof. Van Valen
“Red Queen Hypothesis”
Certainty
Ubi
quity Market
You
Future Wealth
(Survival Tomorrow)
Competitive Efficiency (Survival Today)
Certainty
Ubi
quity
Survival today requires ‘coherence,
coordination and stability’.
Survival tomorrow requires the
replacement of these erstwhile virtues.
Salaman & Storey
Innovation Paradox
Certainty
Ubi
quity
Infrastructure
Platform
Software
AcceleratedInnovation
http://www.flickr.com/photos/privatenobby
Certainty
Ubi
quity
“One size fits all”
Public cloud
Amazon EC2
Ubuntu on EC2
(April’09)
Ubuntu Server Edition
Physical (bare bones)
Cloud Controller
Node Controller
KVM Hyp.Web UI
VMEucalyptus
Private cloudRapid Deployment.
Ubuntu Server Edition
Physical (bare bones)
Cloud Controller
Node Controller
KVM Hyp.Web UI
VMEucalyptus
Private cloudRapid Deployment.
On premise.
Ubuntu Server Edition
Physical (bare bones)
Cloud Controller
Node Controller
KVM Hyp.Web UI
VMEucalyptus
Private cloudRapid Deployment.
On premise.
Self Service IT.
Ubuntu Server Edition
Physical (bare bones)
Cloud Controller
Node Controller
KVM Hyp.Web UI
VMEucalyptus
Private cloudRapid Deployment.
Track EC2 / S3.
On premise.
Self Service IT.
Ubuntu Server Edition
Physical (bare bones)
Cloud Controller
Node Controller
KVM Hyp.Web UI
VMEucalyptus
Private cloudRapid Deployment.
Track EC2 / S3.
Best of Breed.
On premise.
Self Service IT.
Ubuntu Server Edition
Physical (bare bones)
Cloud Controller
Node Controller
KVM Hyp.Web UI
VMEucalyptus
Private cloud
Ubuntu Enterprise Cloud
(April ’09)
Public cloud
Amazon EC2
Ubuntu Server Edition
Physical (bare bones)
Cloud Controller
Node Controller
KVM Hyp.Web UI
VMEucalyptus
Private cloud
Public cloud
Amazon EC2
Ubuntu Server Edition
Physical (bare bones)
Cloud Controller
Node Controller
KVM Hyp.Web UI
VMEucalyptus
Private cloud
EC2 & S3 API
Public cloud
Amazon EC2
Ubuntu Server Edition
Physical (bare bones)
Cloud Controller
Node Controller
KVM Hyp.Web UI
VMEucalyptus
Private cloud
Common Management Tools
Public cloud
Amazon EC2
Ubuntu Server Edition
Physical (bare bones)
Cloud Controller
Node Controller
KVM Hyp.Web UI
VMEucalyptus
Private cloud
Common Machine Images
Public cloud
Amazon EC2
Ubuntu Server Edition
Physical (bare bones)
Cloud Controller
Node Controller
KVM Hyp.Web UI
VMEucalyptus
Private cloud
Bursting Easier
Public cloud
Amazon EC2
Ubuntu Server Edition
Physical (bare bones)
Cloud Controller
Node Controller
KVM Hyp.Web UI
VMEucalyptus
Private cloud
Ubuntu Server Edition
Physical (bare bones)
Cloud Controller
Node Controller
KVM Hyp.Web UI
VMEucalyptus
Private cloud
Refe
rence m
od
el
Public cloud
Amazon EC2
> 8,000private clouds based on UEC
ubuntu.com/cloud24x7 Support
Training Professional Services
JumpStart
Summary
% o
f ow
ners
hip
Number of years (1=year invented)
Product
Custom builtInnovation
Commodity
Utility Services
Certainty
Ubi
quity
Certainty
Ubi
quity
Commod
itisati
on
Certainty
Ubi
quity
Improvement (supply competition)
Demand (user competition)
Commod
itisati
on
Our Product
Cloud =
Infrastructure
Platform
Software
... as aProduct
... as aService
Certainty
Ubi
quity
Speed (Self Service)
Economies of scale(volume operations)
Focus on core (outsource)
Pay per use (utility)
Certainty
Ubi
quity
Certainty
Ubi
quity
Greater consumption(componentisation, co-evolution, Jevons paradox)
Accelerated Innovation (componentisation)
Infrastructure
Platform
Software
Transition
Governance
Trust
Confusion
Transparency
Competition
Lock-in
Second Source
Control
Suitability
Outsourcing
Security
Certainty
Ubi
quity
Disruptive
Certainty
Ubi
quity
... as aProduct
Consumer Provider
variety of models
Ubuntu Server Edition
Physical (bare bones)
Cloud Controller
Node Controller
KVM Hyp.Web UI
VMEucalyptus
Private cloud
Refe
rence m
od
el
Public cloud
Amazon EC2
EC2 / S3
vsBenefits Risks
http://www.flickr.com/photos/rainbowproject/3928445074/
Pres
sure
Prof. Van Valen
“Red Queen Hypothesis”
Certainty
Ubi
quity Market
You
Henry Maudslay(1771 - 1831)
consumption
efficiency
Image from Oliver Twist
Operational Efficiency
WORKLOAD
Future Wealth
(Survival Tomorrow)
Competitive Efficiency (Survival Today)
Certainty
Ubi
quity
Innovation = $$$
Hybrid
Certainty
Ubi
quity
Concept
Suitability
Technology
Attitude
Elastic Supply
Utility basis
Online
Public & Private“The challenge of the Computer
Utility” Douglas Parkhill
1966
photos/videoplacebo/3481780379/
You told me about business stuff
Infrastructure
Platform
Software
... as aProduct
... as aService
Certainty
Ubi
quity
Computing Utility
Computing Utility
Infrastructure
Platform
Software
... as aProduct
... as aService
Certainty
Ubi
quity
Infrastructure
Platform
Software
... as aProduct
... as aService
Certainty
Ubi
quity
Infrastructure
Platform
Software
... as aProduct
... as aService
Certainty
Ubi
quity
Cloud
http://www.flickr.com/photos/rainbowproject/3928445074/
We don’t know what “cloud” is yet
but bet your company on it
everybody else is.
Thank you
ubuntu.com/cloudsimon.wardley@canonical.com
twitter: swardley
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