Rethinking Cloud Computing

http://www.coordguru.
com
Woohyun Kim
The creator of open source “Coord”
(http://www.coordguru.com)
2010-12-02
http://www.coordguru.com
Google Earth and Bing Maps

GaiKai
Cloud Skepticism
Abhishek Verma, Saurabh Nangia
Buzz or Realistic?
“Not only is it faster and more “Cloud computing achieves “ Economic downturn, the
flexible, it is cheaper. […] the a quicker return on appeal of that cost
emergence of cloud models advantage will be greatly
investment“
radically alters the cost magnified"
benefit decision“ (Lindsay Armstrong of
salesforce.com, Dec 2008) (IDC, 2008)
(FT Mar 6, 2009)
“Revolution, the biggest upheaval since the

“No less influential
invention of the PC in the 1970s […] IT than e-business”
departments will have little left to do once the bulk of
(Gartner, 2008)
business computing shifts […] into the cloud”
(Nicholas Carr, 2008)
The economics are compelling, with business

applications made three to five times cheaper and
consumer applications five to 10 times
cheaper
(Merrill Lynch, May, 2008)
Just Put Them Into The Cloud

Blind Men and An Eliphant

“Cloud computing is simply a buzzword

used to repackage grid computing
and utility computing, both of which
have existed for decades.”
whatis.com
Definition of Cloud Computing
8
“What is it? What is it? ... Is it - 'Oh, I am going

to access data on a server on the Internet.'
That is cloud computing?“
“The interesting thing about cloud computing is
that we’ve redefined cloud computing to
include everything that we already do.”
Larry Ellison
During Oracle’s Analyst Day
From http://blogs.wsj.com/biztech/2008/09/25/larry-ellisons-brilliant-anti-cloud-computing-rant/ 9
“.. cloud computing was simply a trap aimed at

forcing more people to buy into locked,
proprietary systems that would cost them
more and more over time.”
"It's stupidity. It's worse than stupidity: it's a
marketing hype campaign"
Richard Stallman
GNU founder
From http://blogs.wsj.com/biztech/2008/09/25/larry-ellisons-brilliant-anti-cloud-computing-rant/ 10
Cloud Illusion of Reliability

• Many enterprise (necessarily or unnecessarily) set their
SLAs uptimes at 99.99% or higher, which cloud
providers have not yet been prepared to match
Amazon’s cloud outages receive a lot of exposure …

July 20, 2008 Failure due to stranded zombies, lasts 5 hours
Feb 15, 2008 Authentication overload leads to two-hour service outage
October 2007 Service failure lasts two days
October 2006 Security breach where users could see other users data
… and their current SLAs don’t match those of enterprises*
Amazon EC2 99.95% Amazon S3 99.9%
Introduction
What is Cloud Computing?

Definitions of Cloud Computing
Wikipedia n/a Cloud computing is Internet- (‛cloud-‛) based development and use of computer
technology (‛computing‛). In concept, it is a paradigm shift whereby details are
abstracted from the users who no longer need knowledge of, expertise in, or control
over the technology infrastructure ‚in the cloud‛ that supports them. It typically
involves the provision of dynamically scalable and often virtualized resources as a
service over the Internet.
Gartner Thomas Bittman Cloud Computing: a style of computing where scalable and elastic IT-enabled
capabilities are delivered as a service to external customers using Internet
technologies.
AMR Research Bruce Richardson, Cloud computing is the next-generation of software as a service, in which a
and esle complete software environment is licensed as a subscription from a software vendor
and low-cost, secure, and dependable IT hardware infrastructure is ‘rented’ from a
utility-computing provider on demand. … (omitted) …
THINKstrategies Jeff Kaplan A set of web-based tools and services which permit users to acquire computing
resources and development capabilities to build or support applications, or perform
specific IT functions on a pay-as-you-go basis.
Enterprise Mark Bowker, ‘Cloud computing’ is nothing more than a service model where business workloads
Strategy Group Steve Duplessie are deployed, transparently executed internally or somewhere on the Internet, and
businesses only pay for what they consume. … (omitted) …
IDC Frank Gens Cloud Computing: an emerging IT development, deployment and delivery
model, enabling real-time delivery of products, services and solutions over the
Internet (i.e., enabling cloud services)
The 451 Group Dan Kusnetzky, ‘Cloud computing’ describes a service model that combines a general organizing
Rachel Chalmers, principle for IT delivery, infrastructure components, an architectural approach and an
and else economic model – basically, a confluence of grid computing, virtualization, utility
computing, hosting and software as a service (SaaS).
Forrester/Jupiter James Staten A standardized IT capability (services, software, or infrastructure) delivered via
Research Internet technologies in a pay-per-use, self-service way.
More details are on http://jameskaskade.com/?p=594
What the $#@! is Cloud Computing

Squeezing the Definitions
• A computing environment to elastically provide virtualized resources as a
service over the Internet in a pay-as-you-go manner
• elastically: enable to avoid under-utilization(idle servers) and over-
utilization(blue screen)
• virtualized: enable to put whatever end user wants to use into the cloud,
and access in anytime, anywhere, any devices
• pay-as-you-go: enable a new ecosystem for end user, service provider, and
vendors
Computing Evolution
Utility
Computing
Mainframe
to run multiple operating systems, and
Nearly all mainframes had the ability
thereby operate not as a single computer but as a number of virtual
machines
Grid
The wave of Grid occurred in the 1990s with a way to solve big problems such
as protein folding, financial modeling, earthquake simulation, and climate/weather
modeling. The main use of Grid is applying the resources of many
computers in a network to a single problem at the same time.
Computing Evolution (cont’d)

Utility
Computing
Cluster
Clusters are looselycoupled “commodity” servers usually deployed to
improve performance and/or availability over that of a single computer (e.g.
mainframe, MPP, or SMP server), and also significantly more cost-effective
than single computers of comparable speed or availability
Virtualization
A virtual machine (VM) is a software implementation of a physical machine. The
virtual machines allow the sharing of the underlying physical machine
resources between different virtual machines, each running its own
operating system
Computing Revolution
Trend and Prospect

Gartner Top 10 Strategic Technologies
Stolen from http://www.flickr.com/photos/mobian/3426349990/

Gartner Hype Cycle
2008
Cloud Computing
Recent Trends
Cloud Computing is NOT a brand-new revolution
Google App Engine

(April 2008)
Amazon EC2
(August 2006) Microsoft Azure
(Oct 2008)
Amazon S3
(March 2006)
GFS BigTable
MapReduce Hadoop
Hubspan Cloud Survey 2010

• Companies of all sizes are moving to the cloud and consider cloud solutions
‚strategic‛
• More than 60% stated that moving to the cloud for applications,
infrastructure, integration and other solutions is a strategic direction for their
organization and department. And accordingly, they are implementing SaaS,
PaaS, IaaS and other cloud-based solutions.
Hubspan Cloud Survey 2010 (cont’d)

Who Is Currently Using Cloud Computing?
Other
Enterprise
Mid Tier enterprise
SMB
Soho
Other PaaS
SaaS providers
ISV’s
Developers
0% 10% 20% 30% 40% 50% 60%

What Does Cloud Computing Currently Offers?
Other
Test & Dev
Remote Storage
Log Processing
Internet Application Hosting
Billing Databases
Batch Computing Jobs
Disaster recovery
Application Development
SaaS applications
Virtualized desktop support
Platform as a service
Utility computing
File Storage
On-demand storage
0% 10% 20% 30% 40% 50% 60% 70% 80%

What is Cloud Computing Used For?

Prospects for Cloud Computing

• Large enterprises are building their own private clouds
• Large enterprises will become part-time cloud-computing vendors
• Small-sized to medium-sized businesses as well as large enterprises will be run on the
cloud
• Coding & development skills will take a back seat to project management, quality
assurance testing, business analysis, and other high-level abstraction thinking
• IT departments will shrink as users go directly to the cloud for IT resources
• Cloud computing providers will support information security as if banks secure money
• The browser will be all the desktop software you need
• Game services will be one of the most interesting applications of Cloud Computing
• ‚Cloud Optimization‛ and ‚Grid Delivery‛ will be an interesting business part to reduce
total cost
Benefits of Cloud Computing

Changes in the Cloud

Amazon’s Challenge and Paradigm Shift

Success Cases in Amazon

SmugMug(http://www.smugmug.com/)
• an online photo storage application that stores more than half a petabyte of data on S3
• estimates cost savings on service and storage to be close to $1 million
New York Times(http://www.nytimes.com)

• use EC2 to process terabytes of archival data using hundreds of EC2 instances within 36
hours
37Signals(http://37signals.com/)
• maker of popular online project-management software Basecamp, uses S3 for storage
needs.
Animoto(http://animoto.com/)
• an online presentation video generator that needs gobs of computing power for video
processing
• recently successfully withstood a surge in Web traffic that would kill most companies’
systems by scaling up their processing power quickly using EC2 with RightScale
• Animoto ramped from 25,000 users to 250,000 users in three days, signing up
20,000 new users per hour at peak
• Using RightScale, EC2 instances automatically scaled out 40 to 4000 at that time
• For more detail, refer to http://blog.rightscale.com/2008/04/23/animoto-facebook-
scale-up/
Success Cases in Cloud Computing (cont’d)
Amazon
RightScale
EC2
Amazon 3Tera
S3
Google
Joyent Apps
refered from http://www.johnmwillis.com/other/top-10-entperises-in-the-cloud/

Start-up Company: Powerset

 Powerset had a great idea, “Natural Language Search”
 It should index millions of pages of data and content
 They knew that this would require a massively large datacenter and
extensive computing power
 CPUs, terminal switches, cable, racks, datacenters, hosting, power,
maintenance, staffs
 But they needed to keep infrastructure costs at a minimum
‚By using Amazon EC2, Powerset is able to match the

infrastructure of large scale search companies on a
startup budget.‛ - Barney Pell, Founder and CEO of Powerset
‚‚Amazon EC2 is a complete game-changer. EC2 and

Amazon Web Services make it easy for start-ups to build
a complete infrastructure without having to spend much
on capital .‛- Paul Hammann
33
Start-up Company: Powerset

 Powerset had a great idea, “Natural Language Search”
 It should index millions of pages of data and content
 They knew that this would require a massively large datacenter and
extensive computing power
 CPUs, terminal switches, cable, racks, datacenters, hosting, power,
maintenance, staffs
 But they needed to keep infrastructure costs at a minimum
‚By using Amazon EC2, Powerset is able to match the

$100 millions
infrastructure of large scale search companies on a
startup budget.‛ - Barney Pell, Founder and CEO of Powerset
‚‚Amazon EC2 is a complete game-changer. EC2 and

Amazon Web Services make it easy for start-ups to build
a complete infrastructure without having to spend much
on capital .‛- Paul Hammann
34
Temporary & Data-intensive : The New York Times

 The New York Times is a 150-year old company, and serves the largest
newspaper Website, NYTimes.com
 1 billion page views per month
 20+ million monthly unique visitors
 They tried to convert TIFF images to PDFs
 TIFF images(405,000),
 Articles(3.3 million) in SGML PNG images(810,000)
 XML files(405,000) mapping articles to TIFFs JavaScript files(405,000)
‚I had was this: upload 4TB of source data into S3, write some
code that would run on numerous EC2 instances to read the
source data, create PDFs, and store the results back into S3.
S3 would then be used to serve the PDFs to the general
public.‛ - Derek Gottfrid
‚I got access to a few more machines and churned through all

11 million articles in just under 24 hours using 100 EC2
instances, and generated another 1.5TB of data to store in S3.
It just costs $3000.‛ - Derek Gottfrid
35
Temporary & Data-intensive : The New York Times

 The New York Times is a 150-year old company, and serves the largest
newspaper Website, NYTimes.com
 1 billion page views per month
 20+ million monthly unique visitors
 They tried to convert TIFF images to PDFs
 TIFF images(405,000),
 Articles(3.3 million) in SGML PNG images(810,000)
 XML files(405,000) mapping articles to TIFFs JavaScript files(405,000)
‚I had was this: upload 4TB of source data into S3, write some
code that would run on numerous EC2 instances to read the
source data, create PDFs, and store the results back into S3.
S3 would then be used to serve the PDFs to the general
public.‛
‚I got access to a few more machines and churned through all

11 million articles in just under 24 hours using 100 EC2
instances, and generated another 1.5TB of data to store in S3.
It just costs $3000.‛
36
Benefits of Cloud Computing
Time to Market Startup Cost

(Capex/Opex)
Proof of Concept
Business Risk
Scalability
Reliability Complexity
Availability Business Risk
37
Benefits of Cloud Computing (cont’d)
38
Cloud Computing Players

Cloud Wars
Merrill Lynch recently issues a research note
• ‚The Cloud Wars: $100+ billion at stake‛ (07 May 2008).
• The analysts write that by 2011 the volume of cloud computing market opportunity would amount
to $160bn, including $95bn in business and productivity apps (email, office, CRM, etc.) and $65bn
in online advertising.
Stolen from http://markusklems.wordpress.com/2008/07/05/merill-in-the-cloud/

Promising Cloud Providers

Player Level Type Status Provider Description
3Tera host solutions and provides software for other host providers.
Founded in 2004, and provides AppLogic system since 2006
Cloud
3Tera Server Provider Backbone AppLogic is a turnkey system that converts arrays of servers into
Disruptor
virtualized resource pools such as virtual machines, firewalls, VPNs,
load balancers, and storage
Akamai provides a content delivery network solution that improves
the edge performance application experience by moving cloud
applications closer to target users.
Cloud Non- Software-
Akamai Server(CDN) Akamai was founded in 1998, and provides a global computing
Look-alike Provider based
infrastructure for Internet content and application delivery.
By mirroring contents, faster delivery and smoother transmission of
streaming media can be provided.
Since 2006, Amazon has been providing cloud technologies such
as EC2 and S3
Server,
Cloud • S3(Simple Storage Service) - $0.15 per-GB per-month
Amazon Storage, Provider Backbone
Host • EC2(Elastic Compute Cloud) - $0.10 ~ $0.80 per-instance
Database
per-hour(1-Core x86 Server ~ 8-Core x86_64 Server)
• SimpleDB - $1.50 per-GB per-month
3Tera AppLogic-based cloud hosting and cloud-enabling services.
Enki offers fast and reliable virtual private data centers on a utility-
Cloud Non-
Enki Server 3Tera like billing model and full IT operations services.
Guest Provider
Enki automatically scale customers’ virtual private datacenters in
response to CPU loading based on 3Tera AppLogic.

Cloud computing platform built on OpenSolaris and Joyent
Accelerators (virtual servers)
Cloud
Joyent Server Provider Backbone Since 2004, Joyent had delivered web application hosting
Host
infrastructure as a service, and now evolving into providing all the
cloud stacks: such as Joyent Cloud, Cloud Control, Smart Platform
3Tera AppLogic-based cloud utility computing platform
Layered Cloud Layered Tech was founded in 2004, and provides managed
Server Provider 3Tera
Technologies Gest dedicated hosting, on-demand grid/virtualization computing, and
Web services
Cloud offering focused on hosting dynamic Web sites
Rackspaces is one of the world’s largest hosting companies
• Cloud Sites : $100 per-month with automatic load-
Cloud Server, Amazon balancing, clustering, and redundant storage built-in in 5
Rackspace Provider
Host Storage EC2 min.
• Cloud Files : $0.15 per-GB with unlimited storage, $0.22
per-GB with Akamai-style content delivery
• Cloud Server : on-demand virtual machine service
Extendable cloud platform for Web-based applications
Salesforce.com was founded in 1999, and is one of the pioneers of
the SaaS model of distributing business software, which used in 16
different languages
Cloud In 2008, gross revenue is $1 billion, and currently has 55,500
Salesforce.co Look-alike customers and over 1.5 million users
Application Provider Force.com
m => Cloud Best known for CRM(Customer Relationship Management)
Host • Sales, Service& Support, Partner Relationship
Management, Marketing, Content, Ideas and Analytics
Provide Force.com as PaaS where external developers create add-
on apps that integrate into the main Salesforce apps and are
hosted on salesforce.com’s infra

Cloud Non-
Terremark Server Backbone Cloud offering housed within Terremark co-location facilities
Look-alike Provider
Enomaly offers the "Enomaly Elastic Computing Platform" or
"Enomaly ECP" - which it describes as being "the answer for service
Enomaly providers that want to leverage the power, flexibility, and
Cloud Server, Non- Amazon
ECP/ElasticDri compelling economics of cloud computing."
Guest Storage Provider EC2
ve The aim of ECP is to empower carriers, xSPs and enterprise end-
user organizations to deliver infrastructure-on-demand services to
their customers and stakeholders.
RightScale offers a fully automated cloud management platform
that enables organizations "to easily deploy and manage business
critical applications across multiple clouds with complete control
Cloud Amazon
RightScale Server Provider and portability."
Disruptor EC2
The RightScale Cloud Management Platform is delivered as
software-as-a-service (SaaS) and is available in a range of editions,
froma free Developer Edition to Enterprise Editions.
Arguably the #2 cloud management player next to RightScale,
enStratus seeks to to deliver security and reliability for what it
terms "confidence in the cloud."
Describing itself as "the leading cloud management platform for
Cloud Various
Enstratus Server Provider enterprise applications," the company is based in Minneapolis,
Disruptor Platforms
Minnesota and claims to enable "up to six 9’s availability for
Amazon Web Services, Rackspace, ReliaCloud and Windows
Azure" through a patent-pending security architecture and an
intelligent auto recovery engine.

Cloud.com is a pioneer of next generation cloud computing
solutions that enable simple and cost effective deployment,
management, and configuration of cloud computing environments,
regardless of where they are deployed. Extending beyond
Cloud individual virtual machine images running on commodity hardware,
CloudStack Server Provider Backbone
Disruptor Cloud.com provides a turnkey cloud infrastructure software stack
for delivering virtual datacenters as a service – delivering all of the
essential components used to build, deploy, and manage multi-tier
and multi-tenant cloud applications in a simple to install software
package.
Styling itself as a provider of "Elastic Computing," Elastra offers to
"design, deploy & manage database and application infrastructure
in the Cloud in minutes - all with the click of a button." Dedicated
to providing companies building applications with a way to
radically innovate the way they develop their products and deliver
Cloud Amazon
Elastra Server Provider them on IT infrastructure, Elastra's aim is to help a company
Guest EC2
"unlock the value of cloud computing by using virtualized
hardware environments with cloud-provisioned database and
infrastructure software that are easily configurable and do not
require scripting, respond elastically to changing load and are
delivered in the cloud with meter-based pricing."
Nimbus is an open source toolkit "that allows you to turn your
cluster into an Infrastructure-as-a-Service (IaaS) cloud." It predates
Amazon EC2 though that wire protocol is now supported - in fact
as of the latest release in July 2010 there are three interfaces:
Nimbus Amazon EC2 WSDLs, Amazon EC2 Query API and Grid community
WSRF. The project defines its mission as being "to evolve the
infrastructure with emphasis on the needs of science" - 'Cloud
Computing for Science' is its motto - but many non-scientific use
cases are supported as well.

Headquartered in Menlo Park, California with a development team
in South Africa, Nimbula calims to deliver "a new class of cloud
infrastructure and services system that...combines the flexibility,
scalability and operational efficiencies of the public cloud with the
Nimbula
control, security and trust of today’s most advanced data centers."
One of the interesting aspects of this company is that it was
founded by the team that developed Amazon EC2 - the mother
and father of all public cloud services.
Anatomy of Cloud Computing Technologies

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http://www.coordguru.

Google Earth and Bing Maps

“Revolution, the biggest upheaval since the

The economics are compelling, with business

Just Put Them Into The Cloud

Blind Men and An Eliphant

“Cloud computing is simply a buzzword

“What is it? What is it? ... Is it - 'Oh, I am going

“.. cloud computing was simply a trap aimed at

Cloud Illusion of Reliability

Amazon’s cloud outages receive a lot of exposure …

What is Cloud Computing?

What the $#@! is Cloud Computing

Computing Evolution (cont’d)

Trend and Prospect

Gartner Top 10 Strategic Technologies

Stolen from http://www.flickr.com/photos/mobian/3426349990/

Gartner Hype Cycle

Google App Engine

Hubspan Cloud Survey 2010

Hubspan Cloud Survey 2010 (cont’d)

Who Is Currently Using Cloud Computing?

Mid Tier enterprise

0% 10% 20% 30% 40% 50% 60%

What Does Cloud Computing Currently Offers?

0% 10% 20% 30% 40% 50% 60% 70% 80%

What is Cloud Computing Used For?

Prospects for Cloud Computing

Benefits of Cloud Computing

Changes in the Cloud

Amazon’s Challenge and Paradigm Shift

Success Cases in Amazon

New York Times(http://www.nytimes.com)

Success Cases in Cloud Computing (cont’d)

refered from http://www.johnmwillis.com/other/top-10-entperises-in-the-cloud/

Start-up Company: Powerset

‚By using Amazon EC2, Powerset is able to match the

‚‚Amazon EC2 is a complete game-changer. EC2 and

Start-up Company: Powerset

‚By using Amazon EC2, Powerset is able to match the

‚‚Amazon EC2 is a complete game-changer. EC2 and

Temporary & Data-intensive : The New York Times

‚I got access to a few more machines and churned through all

Temporary & Data-intensive : The New York Times

‚I got access to a few more machines and churned through all

Benefits of Cloud Computing

Time to Market Startup Cost

Benefits of Cloud Computing (cont’d)

Cloud Computing Players

Stolen from http://markusklems.wordpress.com/2008/07/05/merill-in-the-cloud/

Promising Cloud Providers

Promising Cloud Providers

Promising Cloud Providers

Promising Cloud Providers

Promising Cloud Providers

Anatomy of Cloud Computing Technologies

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