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© Hortonworks Inc. 2012
Hortonworks
June 2012
Page 1
Enabling Apache Hadoop topower next-generation enterprise data architectures
© Hortonworks Inc. 2012
Topics
• Big Data Market Overview
• Hortonworks Company & Strategy Overview
• Hortonworks Offerings– Hortonworks Data Platform Subscriptions– Public & On-site Training– Expert Short-term Consulting Services
Page 2
© Hortonworks Inc. 2012
BIG DATAUser Generated Content
Mobile Web
SMS/MMS
Sentiment
External Demographics
HD Video, Audio, Images
Speech to Text
Product/Service Logs
Social Interactions & Feeds
Business Data Feeds
Petabytes
User Click Stream
Sensors / RFID / Devices
Spatial & GPS Coordinates
Big Data = Transactions + Interactions + Observations
Web logs WEB
Offer history
A/B testing
Dynamic Pricing
Affiliate Networks
Search Marketing
Behavioral Targeting
Dynamic Funnels
Terabytes
Segmentation
Offer details
Customer Touches
Support Contacts
CRMGigabytes
Megabytes
Purchase detail
Purchase record
Payment record
ERP
Page 3
Increasing Data Variety and ComplexitySource: Contents of above graphic created in partnership with Teradata, Inc.
© Hortonworks Inc. 2012Page 4
• Collection of Open Source Projects– Apache Software Foundation (ASF)– Loosely coupled, ship early/often
One of the best examples of open source driving innovation
and creating a market
• Foundation for Big Data Solutions– Stores petabytes of data reliably
– Hadoop Distributed File System
– Runs highly distributed computations– Hadoop MapReduce framework
– Enables a rational economics model– Commodity servers & storage
– Powers data-driven business
What is Apache Hadoop?
© Hortonworks Inc. 2012
Cost of data systems, as % of IT spend, continues to grow6
7 Key Drivers for Hadoop
Page 5
Data collected and stored continues to grow exponentially3
Traditional solutions not designed for new requirements 5
Opportunity to enable innovative new business models1
Potential new insights that drive competitive advantage2
Cost advantages of commodity hardware & open source7
Data is increasingly everywhere and in many formats4
Financial Pressure
Technical Pressure
Business Pressure
© Hortonworks Inc. 2012
3 Phases of Hadoop Adoption
Page 6
Educate/Evaluate Initial Production Wide-scale Production
Timeline 1 - 12 months 9 - 24 months 18 - 36 months
Stage Awareness, adoption and proof of enterprise viability
Departmental production usage
Enterprise wide production usage
Description See it -> Learn it -> Do itEvaluation, exploration, POCs, Dev & Admin training
Single business use case, focused solution architecture
Multiple use cases, broader solution architecture
Key Questions
What are the potential use cases? Which one should I focus on?
How do I get value now?
Where does Hadoop fit in my data architecture? Can I leverage my existing tools/platforms?
Can I replace any of my existing systems?
Can the solution enable future business models?
Am I maximizing the value from the chosen use case?
How does this solution interact within our departmental data architecture?
How do I operationalize the solution?
How can the solution be leveraged enterprise-wide?
What is required to enable, integrate, operate at scale?
What does our next-generation data architecture look like?
How can I maximize access to data while minimizing risk?
© Hortonworks Inc. 2012
What’s Needed to Accelerate Adoption?
• Enterprise tooling to become a complete data platform– Open deployment & provisioning– Higher quality data loading– Monitoring and management– APIs for easy and efficient integration
• Ecosystem support & development– Existing infrastructure vendors need to continue to integrate– Apps need to continue to be developed on this infrastructure
• Market to rally around core Apache Hadoop– To avoid splintering/market fragmentation– To accelerate adoption
Page 7
© Hortonworks Inc. 2012
Topics
• Big Data Market Overview
• Hortonworks Company & Strategy Overview
• Hortonworks Offerings– Hortonworks Data Platform Subscriptions– Public & On-site Training– Expert Architectural Services
Page 8
© Hortonworks Inc. 2012
We believe that by the end of 2015,
more than half the world's data will be
processed by Apache Hadoop.
Page 9
Hortonworks Vision & Role
Make Hadoop easy to use and consume1
Make Hadoop an enterprise-viable data platform2
Provide open APIs and data services3
Enable ecosystem at each layer of the data stack4
Be stewards of the core and innovators on the edges5
© Hortonworks Inc. 2012Page 10
Hortonworks Strategy
• Lead within Hadoop Community– Team has delivered every major Hadoop
release since 0.1– Experience managing world’s largest
deployment– Ongoing access to Y!’s 1,000+ users and
40k+ nodes for testing, QA, etc.
• Embrace & Enable Hadoop Ecosystem– 100% open source software
– Full lifecycle support subscriptions
– Expert role-based training
– Enable solution architectures
© Hortonworks Inc. 2012
Data Management Systems
Tools & Languages
Infrastructure Platform
Applications & Solutions
Ecos
yste
m
Monitoring
Administration
Installation & Configuration
Make Hadoop ent viable platform
Enterprise
DR
/ R
eplic
atio
nSe
arch
Met
adat
a
Enterprise data services
Make H
adoop easy to useEnab
le IS
V’s,
IHV’
sHortonworksData Platform
Load and process data
Data Movement & Integration
BI & Analytics
Data Extract & Load
Man
agem
ent
Secu
rity
HA
X, Y
, Z
Enable the ecosystem at each layer
Provide open APIs and data services
Make Hadoop easy to use/consume
• Usability• Ease of Installation
Enable Hadoop to be Next-Gen Data Platform
Page 12
© Hortonworks Inc. 2012
MPPEDW NewSQL
SQL NoSQL NewSQL
Next-Generation Data Architecture
Page 14
Audio, Video, Images
Docs, Text, XML
Web Logs, Clicks
Social, Graph, Feeds
Sensors, Devices,
RFID
Spatial, GPS
Events, Other
Big DataRefinery
Business Transactions& Interactions
Web, Mobile, CRM, ERP, SCM, …
Business Intelligence& Analytics
Dashboards, Reports, Visualization, …
Apache Hadoop
© Hortonworks Inc. 2012
Maximizing the Value from ALL of your Data
Page 15
Audio, Video, Images
Docs, Text, XML
Web Logs, Clicks
Social, Graph, Feeds
Sensors, Devices,
RFID
Spatial, GPS
Events, Other
Big DataRefinery
Store, aggregate, and transform multi-structured data to unlock value
2
Share refined data and runtime models
3
Retain historical data to unlock
additional value5
Retain runtime models and historical data for ongoing
refinement & analysis4 Business
Transactions& Interactions
Web, Mobile, CRM, ERP, SCM, …
Business Intelligence& Analytics
Dashboards, Reports, Visualization, …
ClassicETL
processing
1
© Hortonworks Inc. 2012
Topics
• Big Data Market Overview
• Hortonworks Company & Strategy Overview
• Hortonworks Offerings– Hortonworks Data Platform Subscriptions– Public & On-site Training– Expert Short-term Consulting Services
Page 16
© Hortonworks Inc. 2012
Balancing Innovation & Stability
• Apache: Be aggressive - ship early and often– Projects need to keep innovating and visibly improve– Aim for big improvements on trunk– Make early buggy releases
• Hortonworks: Be predictable - ship when stable– We need to ship stable, working releases– Make packaged binary releases available– We need to do regular sustaining engineering releases– QA for stable Hadoop releases– HDP quarterly release trains sweep in stable Apache projects
– Enables HDP to stay reasonably current and predictable while minimizing risk of thrashing that coordinating large # of Apache projects can cause
Page 17
© Hortonworks Inc. 2012Page 18
“Hadoop.Now”
(Hadoop 1.0)HDP 1
Most stable Hadoop ever
“Hadoop.Next”
(Hadoop 2.x)HDP 2
Next-gen MapReduce & HDFS
“Hadoop.Beyond”
Integrate w/ecosystem
Apache community, including Hortonworks investing to improve Hadoop:• Make Hadoop an open, extensible, and enterprise viable platform• Enable more applications to run on Apache Hadoop
Hadoop Now, Next, and Beyond
© Hortonworks Inc. 2012
Hortonworks Support Subscriptions
Objective: help organizations to successfully develop and deploy solutions based upon Apache Hadoop
• Full-lifecycle technical support available– Developer support for design, development and POCs– Production support for staging and production environments
– Up to 24x7 with 1-hour response times
• Delivered by the Apache Hadoop experts– Backed by development team that has released every major
version of Apache Hadoop since 0.1
• Forward-compatibility– Hortonworks’ leadership role helps ensure bug fixes and patches
can be included in future versions of Hadoop projects
Page 19
© Hortonworks Inc. 2012
Cluster Subscriptions
Page 20
Starter Standard Enterprise
Unit 3 month Per Cluster
20 Nodes w/ 250TB of Storage(Compute or Storage Expansion)
Per Cluster20 Nodes w/ 250TB of Storage(Compute or Storage Expansion)
SupportedSoftware
Hortonworks Data Platform (HDP) and patches and updates for HDP. Software acquired via Hortonworks website and Cluster Subscriptions.
SupportCoverage
Cluster operators can interact with the expert Hortonworks support staff during the proof-of-concept, staging and deployment phases.
We Support: Configuration and installation questions, explanation of routine maintenance, analysis of performance issues, diagnosis of system or application issues and any bug fixes or patches that may be necessary.
We Don’t Support: Production issues with customer code, end-to-end debugging of customer code, development of customer code, 3rd-party products used during development and deployment.
Access Web, Monday to Friday, 6am to 6pm PT
Web, Monday to Friday, 6am to 6pm PT
Web and Phone, 24 x 7
Incidents Unlimited Unlimited Unlimited
Response Business Day Business DayPriority 1: 1 HourPriority 2: 4 Hours
Priority 3: 8 Hours / Biz Day
© Hortonworks Inc. 2012
Developer Subscription
Page 21
DeveloperPrice Per Developer
SupportedSoftware
Hortonworks Data Platform (HDP) and patches and updates for HDP. Software acquired via Hortonworks website and Cluster Subscriptions.
Software acquired via Hortonworks website, Cluster Subscriptions, or Virtual/Cloud Sandbox environments.
Support Coverage
Developers can interact with the expert Hortonworks support staff to receive guidance on the use of the software and answers for “how-to” questions.
We Support: Design advice, performance tuning advice, code snippet review and advice, problem diagnosis, bug reports, and other development related questions.
We Don't Support: Production issues with customer code, end-to-end debugging of customer code, development of customer code, 3rd-party products used during development and deployment.
Access Web, Monday to Friday, 6am to 6pm PT
Incidents Unlimited
Response 4 Hours / Business Day
© Hortonworks Inc. 2012
Hortonworks Training
Objective: help organizations overcome Hadoop knowledge gaps
• Expert role-based training for developers, administrators & data analysts
– Heavy emphasis on hands-on labs– Extensive schedule of public training courses available
(hortonworks.com/training)
• Comprehensive certification programs
• Customized, on-site courses available
Page 22
© Hortonworks Inc. 2012
Hortonworks Architectural Services
• Services team dedicated to Hadoop Architecture and Optimization
– Extensive cluster experience from smaller <100 clusters to the largest in the world
– Recognized technical experts on Hadoop
• We work closely with the technical teams to understand the business need and use case
– Translate the needs and use cases to technical requirements– Callout other considerations based on our extensive knowledge
for growing and expanding clusters
• Designed for short-term high-impact knowledge transfer and assist
– Complement internal technical team and SI
Page 23
© Hortonworks Inc. 2012
Thank You!Questions & Answers
Page 24