The Intersection Of

Cloud

BusinessIntelligence

SocialWeb

An Independent Perspective

Bob Zurek

Topics Covered• Exploring the categories and capabilities• Realistic View Of The State of the Industry Today and The Future

– Cloud Computing– Business Intelligence– Social Web – Database Technologies In Context

• Case Studies Exemplifying The Intersection• The Technology Landscape – Leaders and Laggards• The Impact Of The Growing Mobile Society• Innovation In Transition• What Can You Do?

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Cool Vendor in Data Management and Integration 2009

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Strong Momentum & Adoption Release 3.3 Generally Available > 120 customers in 10 Countries > 40 Partners on 6 continents A vibrant open source community

> 1 million visitors > 40,000 downloads > 4,500 active community

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Defining The Terms: Cloud Computing

Cloud computing is Internet-based computing, whereby shared resources, software and information are provided to computers and other devices on-demand whether public, community, private or hybrid in nature.

Other frequently used references:• Platform as a Service• Software as a Service• Infrastructure as a Service• Cloud Utilities

Defining Cloud

Cloud computing is a model for enabling ubiquitous, 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.

NIST Working Definition of Cloud Computing published by the U.S.Government's National Institute of Standards and Technology.

Key Attributes

Rapid Elasticity: Elasticity is defined as the ability to scale resources both up and down as needed. To the consumer, the cloud appears to be infinite, and the consumer can purchase as much or as little computing power as they need. This is one of the essential characteristics of cloud computing in the NIST definition.

Measured Service: In a measured service, aspects of the cloud service are controlled and monitored by the cloud provider. This is crucial for billing, access control, resource optimization, capacity planning and other tasks.

Key AttributesOn-Demand Self-Service: The on-demand and self-service aspects of cloud computing mean that a consumer can use cloud services as needed without any human interaction with the cloud provider.

Ubiquitous Network Access: Ubiquitous network access means that the cloud provider’s capabilities are available over the network and can be accessed through standard mechanisms by both thick and thin clients.

Resource Pooling: Resource pooling allows a cloud provider to serve its consumers via a multi-tenant model. Physical and virtual resources are 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)

What are the core issues?• Uptime• Data Privacy• Security• Performance• Open/Portability

Norton Healthcare, which operates Kentucky’s biggest hospital network, has no immediate plans to entrust its front-line data to an external provider

The Michigan Department of Information Technology (MDIT) is already looking for a way to exploit this potential; it has launched a pilot in which it will offload some less-sensitive categories of data (like soil samples)

The Cloud Contract

Source: Forbes Insights survey of 235 CIOs and other IT executives at leading U.S. companies with annual sales of more than $500 million.

What are the core criticisms?

• Nothing new• Relabeling for marketing purposes

– “We are cloud based”

Cloud Taxonomy

Current State Of Affairs• EARLY STAGE:

– Cloud computing projects are still at an early stage at most companies if they are happening at all. However, the overwhelming majority of IT executives have at least begun evaluating the benefits of cloud technology, with much of their focus on “private cloud.”

• CUTTING COSTS: – Cloud technology is seen by many IT executives as a way of continuing to

provide high service levels while cutting infrastructure and capital costs.• CONSOLIDATION:

– Investments in data-center consolidation and virtualization have laid a foundation for many IT organizations to shift some operations to the cloud.

• OBSTACLES: – The obstacles to cloud computing remain substantial—including concerns

about security, about the cloud’s ability to handle legacy applications, and about IT staff’s willingness to work in a new way and re-orient its priorities.

Source: Forbes Insights survey of 235 CIOs and other IT executives at leading U.S. companies with annual sales of more than $500 million.

Public vs. Private

• Public cloud, where infrastructure and applications are delivered to multiple clients by a third-party, and housed and managed in that provider’s data center

• Private cloud, in which infrastructure and applications are managed and controlled by the IT organization using them, whether developed internally or delivered by an external services provider

SaaS, PaaS, IaaS

SaaS, PaaS, IaaS

Software as a Service, the provider installs, manages and maintainsthe software. The provider does not necessarily own the physicalinfrastructure in which the software is running. Regardless, the consumerdoes not have access to the infrastructure; they can access only theapplication.

For Platform as a Service, the provider manages the cloud infrastructure forthe platform, typically a framework for a particular type of application. Theconsumer’s application cannot access the infrastructure underneath thePlatform.

For Infrastructure as a Service, the provider maintains the storage,database, message queue or other middleware, or the hosting environmentfor virtual machines. The consumer uses that service as if it were a diskdrive, database, message queue, or machine, but they cannot access theinfrastructure that hosts it.

Cloud Bursting

Cloud bursting is a technique used by hybrid clouds to provide additional resources to private clouds on an as-needed basis.

If the private cloud has the processing power to handle its workloads, the hybrid cloud is not used.

When workloads exceed the private cloud’s capacity, the hybrid cloud automatically allocates additional resources to the private cloud.

The Driving ForceAlmost all surveyed enterprise CIOs and IT executives (89%) said they are under pressure from CEOs, CFOs and senior management to reduce infrastructure costs and capital expenditures in 2010.

Source: Forbes Insights survey of 235 CIOs and other IT executives at leading U.S. companies with annual sales of more than $500 million.

Planned Usage

Source: Forbes Insights survey of 235 CIOs and other IT executives at leading U.S. companies with annual sales of more than $500 million.

Cloud Usage

Source: Forbes Insights Survey

Public Cloud Battle

Private Cloud Example

Large Number Of Cloud OfferingsReliaCloud10genAkami3Leaf3teraAWS EC2Apache HadoopAppirioAppistryAppnexusBlueWolfBoomiCiscoCitrixCloudera

ClouderaCloudScaleCloudWorksCohesiveftDellElastichostsElastraEMCForceGigaSpacesGoogleHostedFTPHPIBMJoyentMicrosoftRightScaleUtilityStatus

ProgrammingCategory 1 – Ordinary Programming: The usual application programming interfaces in C#, PHP, Java, etc. There is nothing cloud-specific in this category.

Category 2 – Deployment: Programming interfaces to deploy applications to the cloud. In addition to any cloud-specific packaging technologies, this includes traditional packaging mechanisms such as .Net assemblies and EAR/WAR files.

Category 3 – Cloud Services: Programming interfaces that work with cloud services. As discussed in the previous section, cloud service APIs can be either service-specific or service-neutral. These APIs are divided into subcategories for cloud storage services, cloud databases, cloud message queues, and other cloud services. A developer writing code using cloud services APIs is aware that they are using the cloud.

Category 4 – Image and Infrastructure Management: Programming interfaces to manage virtual machine images and infrastructure details. APIs for images support uploading, deploying starting, stopping, restarting, and deleting images. Infrastructure management APIs control details such as firewalls, node management, network management and load balancing.

Category 5 – Internal Interfaces: Programming interfaces for the internal interfaces between the different parts of a cloud infrastructure. These are the APIs you would use if you wanted to change vendors for the storage layer in your cloud architecture.

USE CASES

USE CASES

Use Cases/Requirements

Customer Scenarios:

Innovation In The Cloud

Social Computing

Social computing has to do with supporting any sort of social behavior in or through computational systems.

Based on creating or recreating social conventions and social contexts through the use of software and technology.

blogs, email, instant messaging, social network services, wikis, social bookmarking and other instances of what is often called social software illustrate ideas from social computing, but also other kinds of software applications where people interact socially.

Social Computing Definition

How We Use Social Computing

• Self-promotion across the internet• Think: Blogs, LinkedIn, Facebook, etc.

• Inside the enterprise• Take advantage of natural social interactions• Improve the opportunity to collaborate• Share ideas – The Wisdom of Crowds

Top Issues For Social Computing• Lack of social media literacy amongst workers• Perception that social tools don’t work well inside a particular industry• To risky for core business activities• Can’t get executives engaged with social tools• Vapor lock between IT and social computing initiatives• Need to prove ROI before support for social computing becomes a reality• Security concerns holding up IT pilot projects• Needs have come as a surprise• Difficulties sustaining external engagement• Struggling to survive due to unexpected success

Dion Hinchcliffe – July 27, 2009 – Ziff Davis

Challenges

IBM

How IBM uses Social Computing

$12.3 billion in earnings on more than $100 billion in revenue with a 44.1% gross profit margin in 2008

IBM Social Computing Stats

IBM “Jams”Since 2001, IBM has used jams to involve its more than 300,000 employees around the world in far-reaching exploration and problem-solving.

ValuesJam in 2003 gave IBM's workforce the opportunity to redefine the core IBM values for the first time in nearly 100 years.

During IBM's 2006 Innovation JamTM - the largest IBM online brainstorming session ever held - IBM brought together more than 150,000 people from 104 countries and 67 companies. As a result, 10 new IBM businesses were launched with seed investment totaling $100 million.Jams are not restricted to business.

In 2005, over three days, the Government of Canada, UN-HABITAT and IBM hosted Habitat Jam. Tens of thousands of participants - from urban specialists, to government leaders, to residents from cities around the world - discussed issues of urban sustainability. Their ideas shaped the agenda for the UN World Urban Forum, held in June 2006. People from 158 countries registered for the jam and shared their ideas for action to improve the environment, health, safety and quality of life in the world's burgeoning cities.

Social Computing Research

• Microsoft Labs• IBM Labs• HP Labs• Google• Yahoo

The Impact Of Social Computing

“The SRT8 Radiator Cheese”

How do you know?

• Social Media Search– Example:

• SocialMention.com• Twitter search• Delver (private beta)• Whostalkin• OneRiot

Collaboration

• Forums• Engage Customers - Forums• Internal Wikis• Example: SocialCast

Business Intelligence

Business Intelligence (BI) refers to computer-based techniques used in spotting, digging-out, and analyzing business data, such as sales revenue by products and/or departments or associated costs and incomes.

BI technologies provide historical, current, and predictive views of business operations. Common functions of Business Intelligence technologies are reporting, online analytical processing, analytics, data mining, business performance management, benchmarking, text mining, and predictive analytics.

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