cloud computing without the hype - an executive guide (1.00 scribd)

8/14/2019 Cloud Computing Without the Hype - An Executive Guide (1.00 Scribd)

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Research

Defining cloud computing andidentifying the current players

Cloud Computing

without the hype; an

executive guide

Author: Steve Craggs

Version 1.00

November 2009


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Table of Contents

Executive Summary .................................................. 2

What is a cloud? ....................................................... 3

Why use a cloud? ..................................................... 4

Cloud flavours ........................................................... 4

Cloud location and access options ..................... 4

What does the cloud offer, and in what form? ..... 6

The Cloud Computing marketplace .......................... 8

Some sample scenarios ........................................... 9

Gmail................................................................... 9

Amazon EC2 ....................................................... 9

Windows Azure ................................................... 9

Salesforce.com and Force.com ........................ 10

Shared testing facilities ...................................... 10

Storage clouds .................................................. 10

Summary ................................................................ 11

Glossary ................................................................. 12

Appendix-The Cloud Computing Market ................ 13

Infrastructure Services ....................................... 14

Platform Services .............................................. 14

Software Services ............................................. 15

Cloud Software ................................................. 16


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DisclaimerWhilst reasonable care and skill has been taken by Lustratus Research Limited (the company) in the preparation

of this report no liability is accepted by the company (except in the case of death or personal injury caused bythe company's negligence) by reason of any representation or any implied warranty condition or other term or

any statutory or common law duty or otherwise howsoever arising for any direct or indirect general special or

consequential damages or loss costs expenses or other claims (whether caused by the negligence of the

company or otherwise) which come out of the provision of this report or its use.

All trademarks are acknowledged as the property of their respective owners.

About Steve Craggs

Steve Craggs has been in the IT industry for more than 25 years, much of that time in IBM. Steve held variouspositions in the IBM development organization, culminating in becoming the Worldwide Executive in charge of

IBMs MQSeries middleware, now renamed as WebSphereMQ. Steve has been an independent consultant and

analyst for the last 7 years, and is recognized as one of the leading authorities in the world on business

integration software and solutions, and middleware in general. Steve is President of Saint Consulting, a Director

of Lustratus and Vice-Chairman of the Integration Consortium, a global not-for-profit group for furthering the

understanding of integration.

Steve is a regular speaker at shows, events and webcasts in the US and Europe, and is a frequent contributor

to a wide range of global IT publications. Steve publishes research and reports at http://www.lustratus.com/

and blogs on infrastructure technology at http://www.lustratusrepama.com/litebytes .


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Executive SummaryExecutives are constantly faced with new initiatives from the IT world, bombarded by vendors, media and even

their own internal teams with the latest buzz-words and IT innovations. In the face of this onslaught it can be

really hard to sort out the wheat from the chaff, particularly since the IT market has a nasty habit of seizing on

every new idea and trying to paint it as the latest must have concept.

Cloud Computing is the most recent in a long series of confusing new initiatives to emerge. Suddenly, everyone

is talking about The Cloud, and banner headlines are trumpeting the fantastic savings / improved agility /

better IT business alignment being offered. Executives find themselves struggling to know what to do, under

pressure from myriad vendor claims and with a growing feeling of unease that somehow their companies may

be missing out. The problem is that the IT industry is never very good at defining its latest terms, and for people

without the time to get thoroughly immersed in the subject, or the persistence to cut through the hype, it can be

almost impossible to make any sort of informed decision.

This paper is designed to clarify some of this confusion, not at an in-depth technical level but from 50,000 feet

or 10,000 at least. The idea is to help the beleaguered executive get a reasonable grounding in Cloud

Computing and its concepts, in order to support more accurate decision making and the optimal corporate IT

strategy. A number of the main acronyms and terms will be covered, together with the main Cloud Computing

operational models, and the Appendix provides a quick summary of some of the many vendors now playing in

this marketplace. In the end analysis, there does appear to be something of value for most companies in Cloud.

However, the key is to get enough understanding of the various flavours of Cloud and the different benefits

promised by each in order for individual organizations to identify their best fits.


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What is a cloud?There are many conflicting definitions of Cloud Computing in the industry, with different spins being chosen

based on the specific agendas of the sources involved. However, at its heart the concept of Cloud Computing

is based on a few fundamental precepts.

Figure 1: Fundamental characteristics of Cloud Computing

Those people familiar with data centre virtualization will relate immediately to the first point, and also to thesecond to some extent. This is what virtualization is all about for instance, consolidate a bank of poorly utilized

servers onto one large computer, where each group of users can be allocated a virtual environment to replace

its original server. It will therefore come as no surprise that every Cloud Computing implementation has an

underlying virtualization layer.

However, Cloud is more than just virtualization. Usage-based scalability is one of the main areas of difference

between the two concepts. While the virtualization concept allows a limited amount of dynamic scalability for a

particular workload, the extent of this is bounded by fairly static configuration definitions. It is almost as if a

workload is allocated a partition of the resources, and exceeding that partition requires IT specialists to evaluate

and implement the change. The cloud concept demands extreme scalability. If more resources are needed than

are currently available, Cloud Computing offers a self-service approach where users can quickly requestadditional capabilities or resources and these requests can be satisfied dynamically without waiting for static

configuration changes.

The final fundamental tenet of a cloud is that access should be widely available. Although this may sound like

the recipe for anarchy, clouds include user-based metrics to ensure that the cloud provider can account

individual resource usage to the appropriate user. And, of course, security mechanisms are used to limit access

to authorized users only.

Notice that the Cloud Computing definition does not specify exactly what resources are offered by the cloud, or

whether the cloud is located within the corporate boundary or off-premise. These points reflect different flavours

of Cloud Computing, and only serve to confuse the fundamental definitions indeed a lot of the conflicting

definitions of Cloud Computing result from falling into the trap of trying to define the overall concept based on

one of the various different implementation models. These different versions of Cloud will be discussed later.

ThecloudisasharedpoolofITresources egapplications,processors,storage,databasesSharedresource

Userscancallupresourcesfromthecloud,usethemandthenreleasethemwhentheyaredoneinaselfservicefashionOndemand

Moreandmoreresourcecanbedynamicallyprocuredtosatisfypeaksindemand,andthenreleasedwhendemandsubsidesElasticity

Thecloudiswidelyaccessible,mostcommonlythroughtheInternetNetworked access

Cloudservicesaremeteredandaccountedforatausagebasedlevel

Usagebasedmetering


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Why use a cloud?Before looking at the many different forms of Cloud Computing, it is worth considering the main advantage

areas. The extent of these benefits will depend to some degree on the particular cloud implementation, but the

basic principles of Cloud Computing offer some generic benefit areas that apply to all clouds.

There are two primary areas of Cloud Computing benefits:

Business delivery benefitso IT resources can be leveraged optimally to serve fluctuating business needs

Users dont hoard resources when they are not needed Users can get more resource dynamically, as required

o Improved agility due to less reliance on the IT department to support and deliver newinitiatives

o New resource deployments can be delivered much fastero Resources can be accessed wherever and whenever required

Infrastructure management benefitso Cost savings in designing, provisioning and delivering new serviceso Cost elimination through standardization and reuse of IT infrastructureo Less opportunity for costly human errors, for example in capacity planning for a new serviceo Usage based vs capital expenditure financial model (hardware and software)o Commitment to a green corporate environmental strategy through efficient resource useo Access to cheaper sources of processing power

The market hype surrounding Cloud Computing is intense, and executives should be suspicious about overly

dramatic claims. For example, saying that Cloud Computing will eliminate the need for any internal IT investment

is grossly overstating the case. However, the two prime benefit areas described offer a pretty compelling reason

to take a closer look. The business delivery benefits stem from the self-service nature of cloud usage combined

with the improved resource availability, efficiency and scalability. The infrastructure benefits come from the

added efficiency of using a shared resource pool, the opportunity to outsource some IT management tasks and

the metered nature of cloud usage. For example, a usage-based charging mechanism might be used to reduce

software and hardware capital expenditure when using an externally provided cloud, or in the internal cloud

case to implement a more acceptable accounting model where departments pay for their IT services based on

how much they use them.

However, these benefits will be greatly affected by the choice of Cloud Computing model. It is the different

flavours of Cloud that cause much of the confusion for executives trying to get their heads around the concept.

Cloud flavoursCloud versions tend to differ across two different axes.

Where are the cloud resources located, and who else has access to them? What IT resources / services are offered by the cloud, and in what form?

By dealing with each in isolation, Cloud Computing should become a lot clearer.

Cloud location and access optionsContrary to the impression given by some, Cloud Computing is not synonymous with offloading IT workloads

outside the enterprise into the hands of a Goggle or an Amazon. In fact, there are a number of options coveringthe way a cloud is deployed and accessed. The key variables are whether to have the cloud resources on-


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premise or off-premise, and whether to restrict access to one organization or allow others to use the same

cloud. The main trade-off here is the opportunity for cost savings versus the added potential for risk. Obviously

keeping resources on-premise with internal use only access minimizes any security concerns, while utilizing an

off-premise cloud that is open to all introduces the opportunity for economies of scale and a reduction in local IT

staffing and licensing costs.

Basically, the list below summaries the main Cloud Computing categories for location and access:-

The publ ic cloud IT resources and services are owned by a third party, located off-premise andmade available to anyone on a commercial basis as metered services

The community cloud IT resources and services are owned and operated on behalf of a communityof organizations

The private cloud IT resources and services are owned/leased by a single company for its own useo The internal cloud A private cloud where all resources remain on-premise

The hybrid cloud A combination of two or more cloud modelsBefore looking at each category, one enormous source of confusion in the mayhem surrounding the emergence

of Cloud Computing is the distinction between private and internal clouds. Often these terms are usedinterchangeably, since by definition an internal cloud is dedicated to the company concerned and is therefore

private. However, purists are quick to point out that technically it would be possible for an organization to

arrange for a private cloud to be implemented off-premise by a third party, or even to lease an off-premise

cloud. In contrast, the term internal cloud is used to imply not just a cloud dedicated to a single organization

but one that is also implemented within the corporate boundary.

Looking at each of these cloud options in turn, consider first the public cloud model. Here, because the

resources within the cloud are not in the corporate domain, the consuming company does not have to worry

about capacity management and associated investments in new hardware and other IT resources, or systems

support activities. These responsibilities move to the public cloud provider. It may also be possible for the using

company to avoid paying some software license fees indeed this is a major incentive to many companies forusing a public cloud. The metered, usage-based characteristic of Cloud Computing raises the possibility of a

consumer paying a per-user / per-service usage charge instead of having to purchase licenses for individual

software products. However, running all or part of commercial workloads in a public cloud will entail having to

move some corporate data into the cloud, and this is one of the prime sources of risk in the public cloud model.

The other risk most commonly encountered is based on the fact that in a public cloud model there will be many

different using companies sharing the same IT resources. Although cloud providers make every effort to

maintain security and integrity between these different tenants, some organizations consider the possibility of

accidental interference or even security breaches to be a major problem, especially given that other tenants

might be competitors. Additional risks include the possibility that the cloud provider will not adequately manage

capacity, or even that some of them may fail commercially, leaving the user in trouble.

Before moving on to other cloud models, there is another point that needs clearing up with regard to the

tenants concept. Some public cloud suppliers will claim to offer private cloud facilities too. For example, they will

point to their own security software that maintains the walls between the operations of different cloud tenants,

and suggest that this produces the same result as a private cloud. The key to understanding the weak point in

this argument is that in the private cloud model, the cloud is owned (or at least leased) by the consuming

organization, and therefore the IT resources are totally dedicated to use by this single organization. In the public

cloud case this is not the case. The consuming organizations data and applications will be running within the

domain of the cloud provider, which some organizations would regard as a security concern, and resources are

allocated from and returned to a common pool which also represents a potential security issue.

The community cloud offers an attractive option for a group of business partners wanting to share IT costs and

improve efficiency across the community. The cloud location may still be external, perhaps controlled by a

jointly-owned subsidiary, or may be on-premise at one or more partners. However, access is restricted to


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community members, and therefore there is less concern over the exposure of data and the commercial viability

of the supplier. Obviously, the security issues do not go away entirely, since even between partners there will be

sensitive data that must be kept secret, but the risk is mitigated considerably.

The private cloud almost entirely mitigates the cloud-related security concerns. In the internal cloud case where

the private cloud is on-premise, security is very much business as usual. Concerns over cloud provider longevity

vanish, but of course on the other hand the opportunities for cost reduction are much more limited. If the private

cloud is off-premise this increases risk slightly, but no more so than moving to any form of outsourced

arrangement. Some cost reduction is still possible however; efficient use of IT resources across the enterprise

coupled with the user-oriented self-service nature of Cloud Computing combine to provide opportunities for

reductions in IT support staffing for example, as well as improving service delivery. On the down side, on-

demand scalability will be bounded by the enterprises own IT infrastructure, as opposed to having the

opportunity to leverage the potentially larger pool offered by a public cloud provider.

Finally, the hybrid cloud represents the idea of using two or more different cloud models. As Cloud Computing

usage expands, it is generally accepted that most companies will end up using the hybrid cloud approach. One

common reason given is that while public cloud might be the answer for some parts of the business that are

relatively low risk, many companies will be reluctant to move sensitive data and applications outside the

corporate boundary. In these scenarios, if a company has elected to move to a Cloud Computing model, it will

be using both an internal and public cloud.

However, the hybrid cloud definition is yet another area where confusion abounds. The best way to clear up this

confusion is to start from the end-user perspective. In a hybrid cloud model, the end-user should perceive a

single cloud, without any need to know where the resources being used reside. However, the confusion stems

from the fact that there are different implementations of a hybrid cloud under this single-view interface. In some

scenarios, the internal IT organization will want to force cloud selection based on the particular operation being

executed using the internal cloud for sensitive applications, for instance, and the public cloud for lower risk

ones. In others, a level of portability will be desired to enable cloud selection to be dynamic, based on factors

such as load-balancing and resource availability. An example might be an organization using a private cloud bydefault but taking advantage of public cloud resources to handle demand spikes. However, this approach

requires the execution component and accompanying data to be portable between the internal cloud

environment and the public one.

What does the cloud offer, and in what form?Potential cloud users will hear all sorts of terms thrown around storage clouds, compute clouds, SaaS,

desktop clouds and so on. However, all these variations split into three prime cloud delivery models;

Infrastructure as a Service (IaaS), Platform as a Service (PaaS) and Software as a Service (SaaS). Even this

terminology is confusing, since it implies that these delivery modes are all offered to the cloud user as services,

and in the IT industry services is a heavily over-burdened term. It is best not to get too hung up with thewording, but simply to think of the acronyms, IaaS, PaaS and SaaS.

In essence, these three terms balance flexibility against complexity.


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Figure 3: Cloud delivery models how use case flexibility drives complexity

IaaS describes a model where the cloud delivers an IT infrastructure some combination of hardware and

system software - to each user. It is left to the user to then pull together the requisite infrastructure and

development tooling to build the applications that will make use of this infrastructure. Think of a department

asking for some new computer equipment. Instead of submitting a request for the procurement department togo and buy the desired hardware and deliver it, the user department request the resources from the cloud.

PaaS is less flexible than IaaS, but is also less complex. In the PaaS model, a user requests a platform on which

its applications can be built and then run. This platform will already be set up with development products and

tools, or perhaps may even support standard development environments such as Java or .NET. The user still

has to build the applications that will run on the cloud resources, but a lot of the lower level implementation

decisions have been taken. Think of a department being supplied with the standard server configuration

supported by the enterprise, for example a LINUX server with IBMs WebSphere Application Server and DB2

database system, and a WebSphere-based development toolset.

The SaaS model is the least complex but also the most narrowly focused. Here, the user requests to use aparticular application in the cloud. This is typically pre-packaged and offers little opportunity for customization.

Google Mail is an example of this type of SaaS model.

The table below summarizes the characteristics of these three main Cloud Computing deployment options.

SoftwareasaService

PlatformasaService

Infrastructureasa

Service

Complexity

Usecaseflexibility

IaaS,PaaSandSaas Complexityversusflexibilityofuse


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Delivery m odel Use case flexib ility OptionsInfrastructureas a serv ice( IaaS)

The cloud delivers

combinations of hardware

and system software

The user can choose how

these resources are used

Options might include choice

of operating system,

application server, database

and packages

Plat form as aserv ice(PaaS)The cloud delivers a platform

for building and/or running

applications

The user writes his own

applications to whatever

interface the cloud platform

supports

The user may also bring in

third party applications

written for the cloud platform

Software as aserv ice(SaaS)The cloud delivers software

applications as services

The user accesses and runs

the applications as provided

More applications can be

selected for additional fees

Figure 4: Cloud Computing deployment options

The Cloud Computing marketplaceHaving looked at what Cloud is, and how it is deployed and/or consumed, it is worth spending a little time on

the Cloud Computing marketplace. This is another source of confusion for many cloud novices. Going back to

basics, Cloud Computing requires a virtualized pool of IT infrastructure, a layer of software to provide the Cloud

Computing functionality and cloud-enabled use cases to deliver the business value.

Figure 5: Cloud Computing architecture

The cloud implementation layer of software in the diagram above forms the cloud software market segment,

and it is this software that a company would buy in order to build its own internal cloud. Suppliers of public

clouds, or cloud providers, use the same type of cloud software internally, but then offer access to their clouds

in the form of cloud services.

The question over who builds the cloud-enabled applications is resolved by the choice of cloud delivery model

in the SaaS case, the applications are provided by the cloud provider or other ISVs while in the PaaS and IaaS

cases the applications are built by the using company. Therefore, the services provided by cloud providers

may range from delivering infrastructure such as archive storage to providing ready-made business applications

to access and run.

PhysicalInfrastructure

Virtualisation

Software

CloudSoftware

CloudUseCase

PhysicalInfrastructureUnderlyingHardware,SystemSoftwareandNetwork

VirtualisationSoftwarePresentsvirtualinfrastructure tothelayersabove

CloudSoftwareSecures,scales,optimises,managesandchargesforvirtual

infrastructure

SaaSCloudsuppliedapplications

PaaSUser/ISVdeveloped

applications

IaaSInfrastructurebuilding

blocks


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To summarize, cloud software vendors sell software used to build and operate cloud environments, while cloud

providers sell services sourced from cloud environments that they have built themselves.

An important aspect of these two different approaches in commercial terms is the way the user justifies and

pays for the cloud. In the internal case, this is just like a traditional software implementation, where software

licenses are acquired and an ongoing maintenance agreement is put in place. But in the external cloud case,

the cloud provider bears all of these costs, and balances this by charging a usage-based fee often in per user

/ per service / per month terms. This is one of the main reasons why the public cloud approach offers the best

opportunities for cost reduction. Of course in the internal cloud case, because of the usage-based nature of

Cloud Computing the end-user departments may still be charged for IT usage in the same fashion as for a

public cloud, but this is purely an internal accounting mechanism.

Another point to note about the marketplace is that Cloud Computing assumes the presence of a virtualization

layer to make the hardware pooling aspect work. Some Cloud Software vendors also offer the virtualization

software, while others rely on the user already having a virtualization layer in place.

Some sample scenariosHaving discussed what Cloud Computing is, in its many different forms, it may be helpful to consider a few

sample scenarios to show how the definitions work and how Cloud might be used.

GmailGoogles email offering, Gmail, has many users across the world. Users set up a Gmail email address, and then

use the Gmail email software offered by Google through the web browser. Gmail is free, funded by the fact that

users are subjected to advertising when they use the software.

This is a classic Cloud Computing scenario. Much of the user interface is self-service users set up a mail ID,

and can request additional mailbox or archive storage as required, although beyond a certain level this extra

storage is not free. In the deployment model terms, this is SaaS the applications are offered pre-packaged. It

is also a public cloud implementation, since the applications and storage live in the Gmail cloud and not on the

users site.

Amazon EC2The Amazon Elastic Cloud Compute facility allows users to access computer power on demand. It does this by

allowing consumers to create their own workload image; consisting of the data, applications, libraries and

configuration specifications required to execute the desired business functionality; and then deploy this to run

on hardware in the Amazon Cloud. Amazon already invests heavily in data centres to power its own businesses

and it is their expertise in managing this computing resource that they are re-selling in this way. There are allsorts of options available, such as what operating system to use, how much storage and memory will be

needed and how many instances of the application to run. Amazon claims that all you need to have your

applications execute in their cloud is a credit card and an Internet connection. This is an example of a public

cloud delivering IaaS the Amazon Cloud provides the hardware and the system software as requested, and

the user delivers everything that is to run on that infrastructure.

Windows AzureMicrosoft has its own Cloud offering, the Windows Azure Platform. Once again, this is a public cloud

implementation, with the IT resources being provided by Microsoft data centres around the world. Azure is an

operating system that overlays the IT infrastructure. The Azure cloud user is provided with a library of tools for

building the desired Azure applications using popular tools such as Visual Studio. This is an example of PaaS,

where the user is provided with the environment but must create the applications to be deployed in the cloud.


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Salesforce.com and Force.comSaleforce.com has been selling hosted sales force automation applications for a number of years. Users are

charged on a per user / per month basis, depending on which Salesforce.com modules they need. This is a

SaaS model deployed in a public cloud. However, it is worth mentioning because Salesforce.com also offers

Force.com, which is its PaaS offering. The idea is for other organisations, both enterprises and independent

software vendors, to build applications to run in the Salesforce.com cloud, and therefore a platform is required

to achieve this. Force.com is also used by Salesforce.com users who want to customize the base applications.

Shared testing facilitiesOne IaaS scenario that is proving quite popular is the idea of getting multiple different test departments to share

IT resources from a pool, instead of each having to acquire its own infrastructure. This offers efficiency gains

and also saves a lot of configuration and support time. In some cases this scenario has been deployed as an

internal, or private cloud, where the users are different departments within the enterprise. However it has also

been used very successfully in a community cloud model. For instance, one example was a government-

backed scheme to stimulate small company activity, providing computing resources for these companies

without the need to incur capital expenses until the commercial model had been developed.

Storage cloudsThis concept is getting quite a lot of attention too. Many companies are struggling with the sheer volume of data

they have, much of which is rarely used and is a good candidate for archiving. Every time a user asks for more

storage space, the danger is that every allocation will have to have a buffer of free space, and hence the

efficiency of storage usage can be poor. A cloud, whether internal or external, provides a convenient way to

manage this storage efficiently. This, of course, is an example of IaaS.


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SummaryCloud Computing is an exciting new area, and does seem to merit investigation for many companies. While

there is a tremendous amount of confusion over Cloud, once the high level view has been grasped it becomes a

lot easier to put the various market claims into perspective. The diagram below summarizes the key points

about the Cloud Computing marketplace, as discussed in the previous sections.

Figure 6: The Cloud Computing market landscape

The key issue that executives must address with relation to Cloud Computing is to understand the company

attitude to risk, and to balance this against the benefits expected from adopting a cloud model. For instance,

many companies considering cloud are worried about the potential security risk with public clouds, no matter

how much the cloud providers trumpet their security and integrity measures. While these risks may be

acceptable for low-impact areas like user productivity tools, commercial business applications are another

matter. There are also very real concerns about maturity levels in cloud development and technology, and for

some IT organizations even the concept of IT as a service feels uncomfortable.

However there is considerable interest in exploring the possibilities of cloud-based infrastructure, and as a

result, a lot of companies are looking to deploy Cloud Computing in a limited fashion, internal-only and for a

restricted subset of operational activities. This makes a lot of sense try it out in a low-risk scenario and validatethe benefit claims before moving to more adventurous deployments. It is this approach of plotting a slow and

steady course towards Cloud Computing rather than rushing headlong into the brave new world that is being

adopted by most businesses today.

DeploymentModels

Private/Internalcloud

Communitycloud

Publiccloud

Hybridcloud

ServiceModels

CloudSoftwareasaService(SaaS)

CloudPlatformasaService(PaaS)

CloudInfrastructureasaService(IaaS)

Essential Characteristics

Ondemandselfservice

Broadnetwork

access

Resourcepooling

Rapidelasticity

MeasuredService


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GlossaryPrivate Cloud A cloud that is owned or leased by a single consuming enterprisePubl ic Cloud A cloud that anyone can useCommunity C loud A cloud that is operated on behalf of a community of companiesInternal Cloud A private cloud that is located on-premiseHybr id Cloud A cloud that utilizes some combination of public, private and community cloudsCloud A pool of IT resources such as processors, storage, systems software, networking

and applications that can be shared between different users, with the following

characteristics:

Users can call up resources from the cloud, use them and then releasethem when they are done in a self-service fashion

More and more resource can be dynamically procured to satisfy peaks indemand, and then released when demand subsides

The cloud is widely accessible, most commonly through the Internet Cloud services are metered and accounted for at a usage-based level

Cloud provider A commercial organization owning a cloud and selling usage-based servicesresourced from it

Cloud Software The software required to implement a cloud. The cloud software layer usuallyassumes the presence of a virtualization layer

Cloud Software vendor A commercial organization selling software used in building and operating a cloudUsage-based pr icing The typical form of commercial pricing for public cloud services, eg per user / perhour / per service

Virtual izat ion software The software required to turn a collection of IT resources into a shared pool,where resources are allocated depending on user needs


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Appendix-The Cloud Computing MarketThis appendix lists some of the many players in the Cloud Computing marketplace. Lustratus is tracking a large

number of commercial organizations providing cloud services, selling cloud software or offering cloud-related

professional services, and a detailed examination of each is far beyond the scope of this introductory paper.

Instead, this section attempts only to provide a summary of which vendors play in what part of the overall CloudComputing market. At the least this should give potential adopters of Cloud Computing a starting point when

looking to find the most appropriate suppliers.

Recapping on the earlier analysis in this guide, the basic categories of suppliers are

Cloud suppliers, offering services sourced from their own cloudso Software Services (Software as a Service, providing access to applications)o Platform Services (Platform as a Service, providing a place to run developed applications)o Infrastructure Services (Infrastructure as a Service, providing access to hardware and system

software)

Cloud-related professional service suppliers, to aid in implementing and using Cloud Computing Cloud software vendors, selling software for implementing and using your own cloud

The diagram below illustrates the market segmentation across these broad categories used by Lustratus in its

Cloud Computing taxonomy. This segmentation is discussed in more detail in the Lustratus Research paper,

Cloud Computing Market Landscape.

Figure 7: Technical segmentation of the Cloud Computing market

The least well developed area at the moment is that of professional services, with almost all current offerings

being provided by vendors in other Cloud Computing categories. For the other categories, however, the

following sections offer a list of vendors that Lustratus has identified as potentially relevant. Note that Lustratus

is not giving any judgement on how well each vendor serves its segment the list is purely a segmentation

based on vendor claims and other publicly available material.

SoftwareServices

Billing,Financials,

Legal,

HumanResources*

Sales,CRM

DesktopProductivity

ContentManagement

Backup&Recovery

DocumentManagement

Collaboration

SocialNetworks

PlatformServices

GeneralPurpose

BusinessIntelligence

Integration

Development&Testing

Database

InfrastructureServices

Storage

Compute

ServicesManagement

ProfessionalServices

Strategy,planninganddesign

Migrationandimplementationservices

Testingconsultancy

Securityconsultancy

Cloudapplicationdesign/porting

Supportservicesandtraining

CloudSoftware

Data

Compute

CloudManagement

Appliances

FileStorage


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Software ServicesSub-segment Working desc r ipt ion VendorsBil l ing Software services provide metered and/or

on-demand access to specialised business-

level applications, typically accessed by end-

users and are delivered as a service.

Aria Systems, eVapt, OpSource, Redi2,

Zuora

Financials Concur, Xero, Workday, Beam4dLegal DirectLaw, Advologix, Fios, SertifiHumanResources Taleo, Workday, iCIMSSales Xactly, LucidEra, StreetSmarts, Success

Metrics

CRM NetSuite, Parature, Responsys, Rightnow,Salesforce.com, LiveOps, MSDynamics,

Oracle On DemandDesktopProductivity Zoho, IBM Lotus Live, Google Apps,Desktoptwo, Parallels, ClusterSevenContentManagement Clickability, SpringCM, CrownPointBackup &Recovery JungleDisk, Mozy, Zmanda Cloud Backup,OpenRSM, SyncplicityDocumentManagement NetDocuments, Questys, DocLanding,Aconex, Xythos, Knowledge TreeLive,

SpringCM

Collaborat ion Box.net, DropBoxSocialNetworks Ning, Zembly, Amitive


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Cloud SoftwareSub-segment Working desc r ipt ion VendorsData Data management cloud software typically

provides database-like functionality that can

be deployed within a cloud-enabled

architecture possessing some of thefollowing attributes: massively distributed,

parallel data processing, massively scalable,

clustered, cached and/or replicated.

10Gen MongoDB, Oracle Coherence,

Gemstore Gemfire, Apache CouchDB,

Apache Hbase, Hypertable, TerraCotta,

Tokyo Cabinet, Cassandra, memcached

Compute Compute cloud software allows a virtualenvironment to be built into which

applications or application fragments can be

deployed and executed. This is typically

achieved by adding a management

abstraction layer across a massively

distributed network of hardware

Globus Toolkit, Xeround, Beowulf, Sun Grid

Engine, Hadoop, OpenCloud, Gigaspaces,

DataSynapse, Platform, Zimory Enterprise

Cloud

CloudManagement Cloud management software allowsenterprises and service providers to managethe components of their virtual cloud

infrastructure. These elements may include

network, compute, storage or applications*.

Management capabilities may include

provisioning, starting, stopping, monitoring,

moving, scaling or securing a service within

public, private or hybrid clouds

OpenNebula, Enomaly Enomalism, Altor

Networks, VMWare vSphere, CohesiveFT

VPN Cubed, Eucalyptus, Reductive Labs

Puppet, OpenQRM

Appl icat ionServ icesManagementA subset of the cloud management segment

, application services management software

provides automated management of the

lifecycle of application services including

provisioning, starting, stopping, moving,

monitoring , scaling and billing.

Appistry, Open.ControlTier, DataSynapse

Fabric Server (Now TIBCO), AppZero (was

Trigence), 3Tera AppLogic, SpringSource

(was Hyperic)

Appl iances Appliances provide hardware-basedacceleration support services for various

cloud functions

Symplified, Vordel, rPath*, PingIdentity*

Fi le Storage File storage cloud software providesenterprises that are building internal clouds

or providers that are building external clouds

with massively scalable file storagecapability.

EMC Atmos, ParaScale, Zmanda, CTERA


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