7 12-2010 - uu - microsoft cloud services - peter de haas -final
DESCRIPTION
Gast college Cloud Computing vanuit Microsoft perspectief - Universiteit van UtrechtTRANSCRIPT
Agenda
IntroductieCloud ComputingOntwikkelingen binnen Microsoft <pauze van 15 minuten>Klantcases Verandering, de marktPartner Eco SysteemDe toekomst
b2b & b2c
education
645 and 380
mark/sales/serv
‘realize potential’
Microsoft The Netherlands
38,7
“A PC on every desk and in every home”
Cloud Computing
CLOUD COMPUTING
IT as a Service
INFRASTRUCTUREAS A SERV ICE
PLATFORMAS A SERV ICE
SOFTWAREAS A SERV ICE
Cloud computing taxonomy
Traditional IT IaaS PaaS
Storage
Servers
Networking
O/S
Middleware
Virtualization
Data
Applications
Runtime
Storage
Servers
Networking
O/S
Middleware
Virtualization
Data
Applications
Runtime
You m
anage
Managed b
y v
endor
Managed b
y v
endor
You m
anage
You m
anage
Storage
Servers
Networking
O/S
Middleware
Virtualization
Applications
Runtime
Data
SaaS
Managed b
y v
endor
Storage
Servers
Networking
O/S
Middleware
Virtualization
Applications
Runtime
Data
Generational Shift
Centralized compute & storage, thin clients
Technology Economic Business
Optimized for efficiency due to high
cost
High upfront costs for hardware and
software
PCs and servers for distributed compute,
storage, etc.
Optimized for agility due to low
cost
Perpetual license for OS and application
software
Large DCs, commodity HW, scale-out, devices
Order of magnitude better efficiency and
agility
Pay as you go, and only for what you
use
Economics of Multi-Tenancy
Instance
Client
Admins
Resources
Instance
Client
Admins
Resources
Instance
Client
Admins
Resources
SINGLE-TENANT APPLICATION
Each client has a dedicated instance
Instances separately administrated
Dedicated resources
Costs grow with scale
Economics of Multi-Tenancy
Client
Instance
Admins
Resources
Client
Instance
Admins
Resources
Client
Instance
Admins
Resources
MULTI-TENANT APPLICATION
One instance for all clients
One group of administrators
Fixed resources are shared
Datacenter Service Delivery Is Evolving
Traditional Computing
PrivateCloud
PublicCloud
Reliability Of Services
Focus on solving business problems, not on infrastructure issues
Greater Business Agility
Respond to business demands more effectively
Manage Costs
Shift from capital expenditures to lowering operational expenditures
Drivers for Private Cloud
Emerging Private Cloud Attributes
Self-Service Multi-Tenant
ScalableElastic
Metered by Use
Private Cloud PreferenceSource: Microsoft
Pu
blic C
lou
d E
con
om
ics
Private Cloud, Public Cloud
SMB(<200 servers)
Academic
Midsize(200-1,500 servers)
Government(Fragmented)
Government(Consolidated)
Size represents number of servers in market
Enterprise(1,500+ servers)
Private Cloud Preference
Private Cloud, Public Cloud
Pu
blic C
lou
d E
con
om
ics
HPC/Batch
File Servers
Web
Packaged Biz Apps
Comm & Collab
Dev/Test
Custom Biz Apps
Source: Microsoft
Midsize Company Example
De Toekomst van Infrastructuur
Efficiencies of scale
Specialized Services
Supplementary and Value Add
Cloud Services
Control & ownership
Strategic capabilities
Customization
On-PremisesServers
In/Outsourcing
Infrastructure TCO
External expertise
Time to market
15
Hosted Applicaties
Efficiencies of scale
Scale on demand
Universal Functionality
Ontwikkelingen binnen Microsoft
Page 17
Cloud|Services Platform
Computers Networks
Building Block Services
3rd PartyApps & SolutionsOnline ServicesLive Services
Datacenters
De Microsoft Cloud~100 + Data Centers Wereldwijd
Quincy, WA Chicago, IL San Antonio, TX Dublin, Ireland Generation 4 DCs
Datacenter TransformatieMicrosoft Datacenters
Generatie 4
Modulair datacenter(toekomst)
Generatie 1
Co location
Generatie 2
Dichtheid
Generatie 3
Containers
ContainersSchaalbaarheid
IT PAC(Pre-Assembled
Components)Schaalbare en duurzame
datacenters
Rack Density and
sustainability
ServerCapaciteit
http://www.microsoft.com/environment/cloud.aspx
• The data centre – one of the largest construction projects in the Republic of Ireland over last 12 months
• has taken approximately one million man-hours to complete and involved a workforce close to 2,100 at peak.
• Making use of the low ambient air temperatures in Ireland, the facility uses ‘free air’ cooling almost exclusively.
• This means the operating environment can be maintained without mechanical or refrigerated cooling systems for over 95% of the time.
• Mechanical cooling typically represents ~38% of the power consumed in traditional data centres.
• This cooling system eliminates the necessity for chilled water cooling systems, used in traditional data centres. This saves ~18 million litres of water each month.
Beveiliging & Compliancy Programma
Security Management Security Monitoring & Response, Threat & Vulnerability Management
Edge Routers, Firewalls, Intrusion Detection, Vulnerability ScanningNetwork perimeter
Dual-factor Authentication, Intrusion Detection, Vulnerability ScanningInternal Network
Access Control & Monitoring, Anti-Malware, Patch & Config MgmtHost
Secure Development Lifecycle, Access Control & Monitoring, Anti-MalwareApplication
Access Control & Monitoring, File/Data IntegrityData
User Account Management, Training & Awareness, Screening
Facility Video Surveillance, biometrics, Access Control
Een risico gebaseerde, integrale aanpak voor het optimaal beheren en leveren van data en diensten
• SAS 70 Type II attested data centers and services• ISO 27001 certified data centers• ISO 27001 certified services, FISMA DCs and services,21 CRF Part 11 SharePoint Online D
CLOUD SERVICES
TV/HOMEPC MOBILE
25M People On Xbox Live
530M Active Windows Live IDs
368M People Using Hotmail
Over 4B WW Queries Each Month
Over 6M Songs In The
Catalog
Over 459M Unique Users
14B Ads Per Month
Over 303M Users Each
Month
2B Unique Calls Per Year
Consumer Cloud Services
BUSINESS APPS
Cloud Services For Businesses
COLLABORATION COMMUNICATIONS IDENTITYDESKTOP MGMT PLATFORMDATABASEPRODUCTIVITY
PLATFORMBUSINESS USERSBUSINESS APPS
ON-PREMISES & HOSTERS
Productiviteit nu en in de toekomst Het Nieuwe Werken
Cloud is geen “ultimatum”
maar een keuze
Werken waar en wanneer je wilt
metPC, mobiel, en browser
Eigen datacenter
Online
Business Intelligenc
e
Enterprise Content
Management
Collaboration
Enterprise Search
Unified Communicati
ons
Microsoft Office 365
BEST PRODUCTIVITY EXPERIENCE
Work together, smarter
ACCESS ANYWHERE*
Solve problemsfrom more places
WORKS WITH WHAT YOU KNOW
Familiar tools
ROBUST SECURITY AND RELIABILITY
99.9% uptime. Guaranteed.
IT CONTROL AND EFFICIENCY
Keeps you in control
Includes:
* Access from mobile devices depends on carrier network quality and availability** “Connect Securely” is not a guarantee of 100% connection security.”
Fundamentals
How Microsoft Views the Cloud
Scale outAutomated
ServiceManagement
HighAvailability Multi-tenancy
Infrastructure
Business model
Ownership
HeterogeneousHomogeneous
OpEx CapEx
Lease/Rented Owned
Considerations
ManagementThird Party Self
Location On premisesOff premises
Platform Today
Server, VM, Network, Storage, AppPatch, Service Release, New Version
Custom, Inconsistent
Plan for Peak Load
Assembly Required
Built to Avoid & Recover from Failure
App
Maintained for You
Standardized
On-Demand Scale
Ready-Made Services
Built to Expect & Withstand Failure
Platform as a Service
Het Windows Azure Platform
Ontwikkelaar
Gebruik van bestaande kennis en tools
platform
AppFabric
Compute Storage Management Relational data Management Connectivity Access control Reporting & BI
Billing & Payments
Flexible APIs
Information Marketplace
Windows AzureSQL Azure
System CenterVisual Studio
Windows Azure Platform Appliance
Specified Hardware (Compute/Network/Storage)Software acquired as a service
Microsoft / Partner / Customer delivers IT service
Windows ServerSQL Server
System CenterVisual Studio
Traditional Datacenter Hardware
Customer/Partner Hardware ChoiceSoftware purchased as a product
Customer / Partner delivers IT service
Microsoft’s Server & Cloud Computing Strategy
Microsoft Cloud
Windows Azure
Server Platform Services Platform
TraditionalDatacenter
Windows Server
Private or Public Cloud
Windows Server
Private or Public Cloud
Windows Azure platform appliance
Off-Premises Options (Private or Public)
Customer Datacenter
CommonDevelopment Tools
ManagementIdentity
Microsoft DatacenterCustomer or Partner Datacenter
On-Premises Options
12:0
0 AM
12:4
5 AM
1:30
AM
2:15
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3:45
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4:30
AM
5:15
AM
6:00
AM
6:45
AM
7:30
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8:15
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9:45
AM
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0 AM
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5 AM
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0 PM
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5 PM
1:30
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5 PM
15%
17%
19%
21%
23%
25%
27%
29%
31%C
PU
Uti
lizati
on %
Demand Side Economies of ScaleImproving resource utilization
• turbotax.com • taxcut.com
• hrblock.com • taxact.com
Source: Alexa
~4x normal load(Holiday shopping)
~10x normal load(Tax season)
• target.com • walmart.com
• toysrus.com • barnesandnoble.com
Jan 2009 Jan 2010 Jan 2009 Jan 2010
Source: Alexa
Demand Side Economies of ScaleIndustry Variability
12:00 AM 1:27 AM 2:54 AM 4:21 AM 5:48 AM 7:15 AM 8:42 AM 10:09 AM11:36 AM 1:03 PM 2:30 PM 3:57 PM 5:24 PM 6:51 PM 8:18 PM 9:45 PM 11:12 PM
Japan Great Britain
BING SEARCHES – JAPAN VS. UK
Source: Microsoft
Demand Side Economies of ScaleTime of Day
Qu
ery
Volu
me
Windows Azure is an internet-scale cloud services platform hosted in Microsoft data centers around the world, proving a simple, reliable and powerful platform for the creation of web applications and services.
The Windows Azure Platform
The Fabric Controller communicates with every server within the Fabric. It manages the Windows Azure operating system, monitors every application, decides where new applications should run – optimizing hardware utilization.
Defining Windows Azure Architecture
Virtualized Computation provides massive application scalability. Customers can build a combination of web and worker roles. Those roles can be replicated as needed to scale the applications and computational processing power.
Storage Services allow customers to scale to store large amounts of data – in any format – for any length of time, only paying for what they use or store.
Service Management is performed by the Fabric Controller, which controls all the resources within the data center. The Fabric Controller deploys your service and monitors the overall health of the fabric.
Security and Control State-of-the-art physical security processes combined with strictly controlled OS access model. Data is replicated in multiple fault domains in location selected by the customer.
State-of-the-art data centers located around the world. Host your applications and data securely, accessible from everywhere you allow.
Windows Azure Automates the Management of Your IT Resources
On off, sistemas batch,
Usage
Com
pu
te
Time
Average
Inactivity
Period
“On and Off “
On & off workloads (e.g. batch job)Over provisioned capacity is wasted Time to market can be cumbersome
Com
pu
te
Time
“Unpredictable Bursting“
Average Usage
Unexpected/unplanned peak in demand Sudden spike impacts performance Can’t over provision for extreme cases
Average UsageCom
pu
te
Time
“Growing Fast“
Successful services needs to grow/scale Keeping up w/ growth is big IT challenge Complex lead time for deployment
Com
pu
te
Time
Average Usage
“Predictable Bursting“
Services with micro seasonality trends Peaks due to periodic increased demandIT complexity and wasted capacity
Workload Patterns Optimal For Cloud
SUBSCRIPTION
Windows Azure Purchasing Options
CONSUMPTION VOLUME LICENSING
“Pay as you go and grow”
• Low barrier to entry and flexibility• Optimized for cloud elasticity
• Discounts for commitment• Plans for payment predictability
“Coordinated purchasing”
• Unified purchasing through EA• Introduction to volume discounts
“Value for a commitment“
DataMarket35+ Content partners60+ Data offerings100+ Offers coming soon
What It IsWindows Azure Platform in Your DatacenterWindows Azure & SQL AzureDesigned for Unlimited Scale & Multi-TenancyIdentical to Hardware in Microsoft’s Windows Azure DatacentersDelivered by a Choice of Hardware Partners
BenefitsPhysical Control
Geographic ProximityRegulatory Compliance
Data Sovereignty
App
Powered by
App VM VM
Reference Hardware
Inte
gra
tion
Com
ponents
Inte
gra
tion
Com
ponents
Agenda
IntroductieCloud ComputingOntwikkelingen binnen Microsoft <pauze van 15 minuten>Klantcases Verandering, de marktPartner Eco SysteemDe toekomst
Klant Cases
Why Customers Are Embracing the Cloud
GlaxoSmithKlineMicrosoft Online
“Enables us to reduce IT operational costs by roughly 30%”“Introduce a variable cost subscription model for collaboration”
City of CarlsbadMicrosoft Online
“We expect a savings of approximately 40 percent annually”“Having the servers elsewhere is about initial capital savings”
Large Coffee Retailer Microsoft Online
Store Portal for retail field and corporate teams to collaborate Timely access to business analysis reports, news, & training
AvivaMicrosoft Online
One Aviva Intranet & Collaboration toolstwo-year project delivered WW in 142 days at half the cost
Kelley Blue BookWindows Azure
Save U.S.$100,000 annually in hosting costs Increase its competitive advantage focusing on new features
SiemensWindows Azure
Reduce TCO by a factor of 10 with cloud device management Detecting problems on 80,000 devices early without technician
Cloud Computing
Reduced Costs
“The move to Microsoft Online Services will help
GlaxoSmithKline cut operational costs by an estimated 30
percent....” – Ingo Elfering, Vice President of Information Technology Strategy,
GlaxoSmithKline
Familiar User Experience
“...all of our associates...were used to the look and feel of
Microsoft. It was very important to give them something they
were familiar with.” – Michael Wright, Senior Director
for North American IS Deployment,
Coca-Cola Enterprises
Variable cost model for increased flexibility
Improved productivity
Ease of use for faster adoption
Better connection with remote teams
$
Page 52
$15k/yr
Hardware for SLASLA: geo-scaling, geo-fault tolerant, redundant, etc.
Infrastructure HardwareServers, Storage
IT ResourcesSpecialized IT resources: system architects and system
administrator
Relational database
Infrastructure softwareServer, virtualization, management
Example: Implementation costs for a new projectImplementation cost for a new SaaS implementation.
52
We host our datacenter externally for rackspace, power, and networks” and provide our own servers, storage.
Conclusion: We spent over A HALF million up front in the first year on things that are infrastructure related. With Windows Azure, we could avoided having to pay money until we are actually bringing in revenues for our product.
$30k
$20k
$20k
$50k
Hosting costsPower, racks, and network traffic provided by hosting company at
approx $1,200/mo
•We had to estimate our traffic, storage, bandwidth , and computing power to figure out what to lease, and build out the rest – we needed redundancy, scaling, load balancing, and latency handling.
•We spent $250 for architecture for the SLA we need (to architect the load balancing, redundancy, scaling, latency handling, etc.) and $150k per year to maintain it.
Hardware for SLASLA: geo-scaling, geo-fault tolerant, redundant, etc.
Infrastructure softwareServer, virtualization, management
$20k
$20k
$50k •Then came the data requirements.
$150k / year + $250k for
system design
$18k/yrWith Azure, we would spend about 18k/year to deliver our solution for our current capacity. We may double or triple that, which would be a good problem!Traditional
Azure
Page 53
CASE STUDY
Company Profile:
Benefit Drivers:• Efficiency• Flexible pricing model
• Agility• Quick development• Global scalability
•Trustworthy• World-class database technology
Situation/Solution:SugarCRM wanted to ensure that its software would be available to customers on as many technology platforms as possible.
It ported its applications to the Windows Azure™ platform so that its VARs could deploy SugarCRM with minimum capital expense and provide customers with a highly reliable, scalable, pay-as-you-go CRM solution.
Key Advances:The ability to quickly port its product to scale in real-time across geographically dispersed data centers, and deliver high availability without investing in additional infrastructure.
CRM Vendor Quickly Adapts to New Platform, Adds Global, Scalable Delivery Channel
“I’ve been astounded at how easy it was to make SugarCRM work well inside of Windows Azure. The total effort on our part was two engineers for about two weeks.”—Clint Oram, Vice President of Products, SugarCRM
SugarCRM provides commercial open-source customer relationship management (CRM) software to customers and value-added resellers (VARs). Headquartered in Cupertino, California, it employs 140 people.
Page 54
CASE STUDY
Company Profile:
Benefit Drivers:• Easy, Efficient Deployment• Lower Costs, High Scalability• Excellent Customer Solution
Situation/Solution:3M wanted to make its Visual Attention Service (VAS) available to customers as a Web-based application, with high performance, scalability, and low infrastructure and management costs.
3M used the Windows Azure™ platform to deliver the VAS solution to customers, taking advantage of Microsoft® data center infrastructure and service management to keep performance high and costs low.
Key Advances:The ability to make an innovative service available to a global audience, while keeping costs low and getting to market quickly.
3M Launches Web-based Visual Attention Service to Heighten Design Impact
“Windows Azure helps 3M customers take advantage of complex algorithms that encapsulate 30 years of research and get simple, powerful results from their browser, almost instantly.”—Terry Collier, Marketing Manager, 3M
With 75,000 employees and operations in more than 60 countries, 3M develops an extensive range of consumer and industrial products. Well-known 3M brands include Scotch, Post-it, Thinsulate, and Scotch-Brite.
Page 55
Veranderingen, de markt
Page 57
Consumer <=> End User
Page 58
BLENDS
Economies of skill
Econ
om
ies o
f scale Co-
location Services
Cloud Computin
g
On Premise
Installation
Traditional Outsourcin
g
De Waarde van Cloud Computing
Bron: http://www.mckinseyquarterly.com/Business_Technology/BT_Strategy/How_IT_is_managing_new_demands_McKinsey_Global_Survey_results_2702?gp=1
Adoptie van de Cloud
Bron: http://www.mckinseyquarterly.com/Business_Technology/BT_Strategy/How_IT_is_managing_new_demands_McKinsey_Global_Survey_results_2702?gp=1
Partner Ecosysteem
Partner Ecosystem
DistributorLAR/DMR
ISV
Retail
OEM
SI & VAPHost&
Telco
Marketing Agencies& Independent Agents
System Builder
Transaction Solution
Midmarket
Enterprise
Small Business
CLOUD 2000s & ToekomstCloud Computing, Social NetworksCloud|Services
INTERNET Midden ‘90sBrowsers, Email, eCommerce, Hosting, Wi-Fi, Web 2.0
CLIENT/SERVER Midden ‘80sDistributed Computing
PC & APPS Begin ’80sWord Processor, SpreadsheetsDOS, GUI, Windows
Cloud Oplossingen – Mogelijkheden met Microsoft Verkoop Oplossingen
op en rond MicrosoftCloud Services
Bouw Oplossingenop basis van Microsoft
Technologie
Host Oplossingen en lever totaaloplossingen
aan klanten
ResellServiceSupport
Multi vendor‘Private’ CloudAfwijkende SLA
MaatwerkIntegratieOntwikkeling
Page 67
How We Work with ISVs:Embedded Windows Azure platform
Partner Partner offering
Applications that include the Windows Azure Platform• Customer buys applications and Windows Azure from Partner• Partner buys Azure from Microsoft
Discount
Customer
Partner offering
Page 68
Partner
Customer
Applications built for Windows Azure Platform• Customer buys Azure from
Microsoft• Customer buys applications
from partner
Customer
How We Work with ISVs:Built for Windows Azure Platform
Partner offering
Partner offering
De toekomst
Cloud InnovationFrom Research to Product Development
Microsoft Labs Microsoft Product Teams
Practical Research
Fundamental
ResearchProduct Develop
ment
Microsoft Research
~ 10 Years out ~ 5 Years out ~ 1-5 Years out
© 2010 Microsoft Corporation. All rights reserved. Microsoft, Windows, Windows Vista and other product names are or may be registered trademarks and/or trademarks in the U.S. and/or other countries.The information herein is for informational purposes only and represents the current view of Microsoft Corporation as of the date of this presentation. Because Microsoft must respond to changing market conditions, it should not be interpreted to
be a commitment on the part of Microsoft, and Microsoft cannot guarantee the accuracy of any information provided after the date of this presentation. MICROSOFT MAKES NO WARRANTIES, EXPRESS, IMPLIED OR STATUTORY, AS TO THE INFORMATION IN THIS PRESENTATION.
Peter de [email protected]@dehaaspeter