situation normal, fowa dublin

Situation Normal, Everything Must

Change

Wardley

ubuntu

DANGER!Will Robinson

DANGER!

Sccott Beale/Laughing Squid : http://www.flickr.com/photos/laughingsquid/

No. Slides

20 slides

No. Slides

Severerisk of harm

303 slides

photos/videoplacebo/3481780379/

Cloud?

What is cloud computing?

http://www.flickr.com/photos/fimbrethil/

It’s like computers on the

internet, innit.

http://www.flickr.com/photos/radioflyer007/

http://www.flickr.com/photos/radioflyer007/http://upload.wikimedia.org/wikipedia/en/5/51/Metropolis.jpg

http://ftp.arl.army.mil/ftp/historic-computers/png/brlescII1.png

“Online”

It’s like computers on the

internet, innit.

http://www.flickr.com/photos/rainbowproject/3928445074/

£10,000 please.

Image from Oliver Twist

It’s like SaaS or Software as a Service, and infrastructure provision and PaaS, that’s

Platform as a Service and utility computing being provided in public clouds, which is

different from private clouds which aren’t cloud computing, unless of course you’re

talking about hybrid clouds which sort of are and it’s hype and lock-in and did I mention

infrastructure?

http://www.flickr.com/photos/mharrsch/160253695/

ProductCloud =

ProfitCloud =

67 definitions

Cloud?

No. Slides

Severerisk of harm

303 slides

1. On-demand self-service Internet

infrastructure where you pay-as-you-go and use only what you need, all

managed by a browser, application or API. Cloud computing is broken up into

multiple segments including: Cloud Infrastructure, Cloud Platforms and

Cloud Applications.(see "Cloud Pyramid")

2. Note 1: Cloud computing is still an evolving paradigm. Its definitions, use cases, underlying technologies, issues, risks, and benefits will be refined in a spirited debate by the public and private

sectors. These definitions, attributes, and characteristics will evolve and change over time.

Note 2: The cloud computing industry represents a large ecosystem of many models, vendors, and market niches. This definition attempts to encompass all of the various cloud approaches.

Definition of Cloud Computing:

Cloud computing is a model for enabling 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. This cloud model promotes availability and is composed of five essential characteristics, three service models,

and four deployment models.

Essential Characteristics:

On-demand self-service. A consumer can unilaterally provision computing capabilities, such as server time and network storage, as needed automatically without requiring human interaction with each service’s

provider.

Broad network access. Capabilities are available over the network and accessed through standard mechanisms that promote use by heterogeneous thin or thick client platforms (e.g., mobile phones, laptops, and

PDAs).

Resource pooling. The provider’s computing resources are pooled to serve multiple consumers using a multi-tenant model, with different physical and virtual resources dynamically 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). Examples of resources include storage, processing, memory, network bandwidth, and virtual machines.

Rapid elasticity. Capabilities can be rapidly and elastically provisioned, in some cases automatically, to quickly scale out and rapidly released to quickly scale in. To the consumer, the capabilities available for

provisioning often appear to be unlimited and can be purchased in any quantity at any time.

Measured Service. Cloud systems automatically control and optimize resource use by leveraging a metering capability at some level of abstraction appropriate to the type of service (e.g., storage, processing,

bandwidth, and active user accounts). Resource usage can be monitored, controlled, and reported providing transparency for both the provider and consumer of the utilized service.

Service Models:

Cloud Software as a Service (SaaS). The capability provided to the consumer is to use the provider’s applications running on a cloud infrastructure. The applications are accessible from various client devices

through a thin client interface such as a web browser (e.g., web-based email). The consumer does not manage or control the underlying cloud infrastructure including network, servers, operating systems,

storage, or even individual application capabilities, with the possible exception of limited user-specific application configuration settings.

Cloud Platform as a Service (PaaS). The capability provided to the consumer is to deploy onto the cloud infrastructure consumer-created or acquired applications created using programming languages and tools

supported by the provider. The consumer does not manage or control the underlying cloud infrastructure including network, servers, operating systems, or storage, but has control over the deployed

applications and possibly application hosting environment configurations.

Cloud Infrastructure as a Service (IaaS). The capability provided to the consumer is to provision processing, storage, networks, and other fundamental computing resources where the consumer is able to

deploy and run arbitrary software, which can include operating systems and applications. The consumer does not manage or control the underlying cloud infrastructure but has control over operating systems,

storage, deployed applications, and possibly limited control of select networking components (e.g., host firewalls).

Deployment Models:

Private cloud. The cloud infrastructure is operated solely for an organization. It may be managed by the organization or a third party and may exist on premise or off premise.

Community cloud. The cloud infrastructure is shared by several organizations and supports a specific community that has shared concerns (e.g., mission, security requirements, policy, and compliance

considerations). It may be managed by the organizations or a third party and may exist on premise or off premise.

Public cloud. The cloud infrastructure is made available to the general public or a large industry group and is owned by an organization selling cloud services.

Hybrid cloud. The cloud infrastructure is a composition of two or more clouds (private, community, or public) that remain unique entities but are bound together by standardized or proprietary technology that

enables data and application portability (e.g., cloud bursting for load-balancing between clouds).Note: Cloud software takes full advantage of the cloud paradigm by being service oriented with a focus on

statelessness, low coupling, modularity, and semantic interoperability.

Point 1Cloud computing is still an evolving

paradigm.

We don’t know what “cloud” is yet.

“The real thing to do today is to capture, what are the dimensions of the thing that literally, I will tell you, we’re betting our

company on, and I think pretty much everybody in the technology industry is

betting their companies on”

Microsoft CEO, Steve Ballmer

We don’t know what “cloud” is yet

but bet your company on it

everybody else is.

“open up exciting new prospects for the

employment of computers in ways and on a scale that would have seemed pure

fantasy only five year ago”

“The challenge of the computer utility” Douglas Parkhill

http://www.flickr.com/photos/radioflyer007/http://upload.wikimedia.org/wikipedia/en/5/51/Metropolis.jpg

http://ftp.arl.army.mil/ftp/historic-computers/png/brlescII1.png

“Online”

+44 years

Computer Utility Cloud Computing

Economics

What is cloud?

Economics

What is cloud?

Why now?

Economics

What is cloud?

Why now?

Economics

Benefits & Risks

What is cloud?

Why now?

Economics

Benefits & Risks

Sccott Beale/Laughing Squid : http://www.flickr.com/photos/laughingsquid/

Tell me your secrets!

Certainty

TV’s, Phones & VCRS

Certainty

TV’s, Phones & VCRS

Innovation

Certainty

Commodity

Certainty

Innovation of early lists, 1980.

Certainty

Custom built, DB MarketingMid 80s

Certainty

ProductEarly 90s

Certainty

Utility Services of Salesforce

Certainty

Product

Custom builtInnovation

Commodity

Utility Services

Certainty

Innovation of Z3, 1941

Certainty

Custom Built LEO, 1946

Certainty

Products IBM 650, 1954

Certainty

Commodity Hardware

Certainty

Utility services of Amazon EC2

Certainty

Innovation of W. H. Wollaston, 1821

Certainty

Early Products, Hippolyte Pixii, 1830s

Certainty

quity Utility Services

of the National Grid

Certainty

quity Accounts

Payroll

HR systems

Information market

Enterprise 2.0

InfrastructureCRM

Electricity

Search Engines

Web Portal

Certainty

Commod

itisati

http://www.flickr.com/photos/privatenobby

http://www.flickr.com/photos/billege

http://www.flickr.com/photos/billege/

Demand (user competition)

Certainty

http://www.flickr.com/photos/mush2274

http://www.flickr.com/photos/mush2274/

Improvement (supply competition)

Certainty

Commod

itisati

Certainty

What is cloud?

Economics

Certainty

Widespread(Demand)

Feature Complete(Improvement)

Certainty

Database Framework

Operating System

CPU Memory I/O

Messaging

Application

Virtualisation

Database Framework

Operating System

Memory I/O

Messaging

Application

Virtualisation

Database Framework

Operating System

Memory I/O

Messaging

Application

Virtualisation Infrastructure

Database Framework

Operating System

Memory I/O

Messaging

Application

Platform

Database Framework

Operating System

Memory I/O

Messaging

Application

Platform

Software

Infrastructure

Platform

Software

... as aProduct

... as aService

Certainty

What is cloud?

Why now?

Economics

What is Industrial Revolution?

It’s like mechanised horses, innit.

43 definitions

1. Broad socioeconomic and technological changes starting

in the early 18th century.

2. Rapid development of industry in the

early 19th century.

No definition

+ 200 years

http://www.flickr.com/photos/radioflyer007/ http://petjunction.blogspot.com/2007/07/adorables.html

Cloud? Hang on, let’s look at

Google.

Not a thing

Transition

http://www.flickr.com/photos/21734563@N04/2179722280/

Concept

Suitability

Concept

Suitability

TechnologyConcept

Attitude

Concept

Suitability

Technology

Industrial Revolution

Attitude

Concept

Suitability

Technology

ProductIndustrial Revolution

Cloud Computing

Product=

Concept

Suitability

Concept

Suitability

Technology?

Gerald J. Popek (1947-2008)

Concept

Suitability

Technology

Attitude

http://www.strassmann.com/Paul Strassmann

Nick Carr

Dimini

strate

gic va

Certainty

Payroll

HR Systems

Infrastructure

Finance & Accounting

Sales Automation

Certainty

PayrollHR

Certainty

PayrollHR

Why are we spending $600M p.a. on customising

stuff has no strategic value?

Gain competitive advantage by customising your

payroll system

Certainty

Way back when ...

Certainty

Way back when ...

Certainty

Standardised Service!

Certainty

Marketplace

Concept

Suitability

Technology

Attitude

Infrastructure

Platform

Software

... as aProduct

... as aService

Certainty

Product

Commodity

Utility Services

Certainty

Widespread(Demand)

Feature Complete(Improvement)

Certainty

Concept

Suitability

Technology

Attitude

Infrastructure

Platform

Software

... as aProduct

... as aService

Certainty

What is cloud?

Why now?

Economics

Benefits & RisksBenefits

Certainty

quity Early Utility

Westinghouse,1890s

Product Hippolyte Pixii,

Certainty

Economies of scale(volume operations)

Certainty

Focus on core (outsource)

Certainty

Pay per use (utility)

Speed (Self Service)

Certainty

Joseph A. Schumpeter (1883 - 1950)

The fundamental impulse that sets and keeps the capitalist engine in motion comes from the new consumers, goods, the new methods of production or transportation, the new markets, the new forms of industrial organization that capitalist enterprise creates.

newnew

Creative Destruction

Erodin

g Valu

Certainty

Erodin

g Valu

EnablesInnovation

Certainty

ElectricityInternet

Certainty

Hardware

Electricity

Hardware

Internet

Search

Certainty

EnableInnovation

Certainty

Infrastructure

Platform

Software

Certainty

EnableInnovation

Infrastructure

Platform

Software

New server

64 node cluster

Previous Time(mins)

72,000

130,000

New server

64 node cluster

Previous Time(mins)

Cloud Time(mins)

72,000

130,000

Theory of Hierarchy Componentisation

Herbert A. Simon (1916 - 2001)

Rate of evolution of a system is

dependant upon the organisation of its subsystems.

Herbert A. Simon (1916 - 2001)

Application

Database Framework Messaging

Application

Database Framework

Operating System

CPU Memory I/O

Messaging

Application

Virtualisation

Database Framework

Operating System

CPU Memory I/O

Messaging

Application

Virtualisation

Application

Orders of Magnitude

Certainty

AcceleratedInnovation

Infrastructure

Platform

Software

Henry Maudslay(1771 - 1831)

Standards Matter

InnovationFlemming Valve, 1904

Certainty

ProductsIntel 4004, 2300 Transistors, 1971

Certainty

Busicom

Co-Evolution

> 1,000,000,000,000,000,000

Greater consumption

0.0002c

Reduced cost per unit

William Stanley Jevons, 1865

“Jevons Paradox”

Technological progress that increases the

efficiency with which a resource is used, tends to

increase the rate of consumption of that

resource.

Certainty

Accelerated Innovation (componentisation)

Certainty

Greater consumption(componentisation, co-evolution, price elasticity)

What is cloud?

Why now?

Economics

Benefits & RisksRisks

Certainty

Disruptive

... as aProduct

Transition

Certainty

Transition

Confusion

Certainty

Transition

Governance

Confusion

Certainty

Transition

Governance

Confusion

Certainty

Transition

Governance

Security

Confusion

Certainty

Transition

Governance

Security

Confusion

Transparency

Certainty

Outsourcing

Certainty

Suitability

Outsourcing

Certainty

Competition

Suitability

Outsourcing

Certainty

Competition

Lock-in

Suitability

Outsourcing

Certainty

Competition

Lock-in

Second Source

Suitability

Outsourcing

Certainty

Competition

Lock-in

Second Source

Control

Suitability

Outsourcing

Certainty

Transition

Governance

Confusion

Transparency

Competition

Lock-in

Second Source

Control

Suitability

Outsourcing

Security

Certainty

You have choice!

Market

Certainty

Market

Competitive Gap

Certainty

Market

Speed to market

Economies of scale

Focus on core

Pay per use

Reduced cost

Accelerated innovation

Certainty

http://www.flickr.com/photos/billege

http://www.flickr.com/photos/giddygoose/

“Red Queen Hypothesis”

The need to constantly evolve in order to stand

still relative to a surrounding ecosystem

Prof. Van Valen

Certainty

quity Market

vsBenefits Risks

Certainty

Marketplace

Certainty

Private

Marketplace

Certainty

Hybrid

Certainty

Transitional Risks Security of supply, governance, trust ... Hybrid

Certainty

Only public cloud is cloud computing!

Consumer Provider

variety of models

ubuntu

Standards Matter

Certainty

Public cloud

Amazon EC2

Ubuntu on EC2

(April’09)

Ubuntu Server Edition

Physical (bare bones)

Cloud Controller

Node Controller

KVM Hyp.Web UI

VMEucalyptus

Private cloudUbuntu Enterprise

(April ’09)

Public cloud

Amazon EC2

Cloud Controller

Node Controller

KVM Hyp.Web UI

VMEucalyptus

Private cloud

Public cloud

Amazon EC2

Cloud Controller

Node Controller

KVM Hyp.Web UI

VMEucalyptus

Private cloud

EC2 & S3 API

> 10,000private clouds based on UEC

We inserted the Ubuntu Server CD, selected Ubuntu

Enterprise Cloud, and drank energy drinks.

ubuntu.com/cloud

Product

Commodity

Utility Services

Certainty

Infrastructure

Platform

Software

... as aProduct

... as aService

Certainty

Concept

Suitability

Technology

Attitude

Certainty

Disruptive

Certainty

... as aProduct

Prof. Van Valen

Certainty

quity Market

Knitted by Nana’s.

vsBenefits Risks

Certainty

Public cloud

Amazon EC2

Cloud Controller

Node Controller

KVM Hyp.Web UI

VMEucalyptus

Private cloud

EC2 & S3 API

What is cloud?

Why now?

Economics

Benefits & Risks

You have choice!

Standards don’t matter

You have choice!

It’ll reduce your IT spend.

Cloud is Green.

Certainty

Infrastructure

Platform

Software

Certainty

Infrastructure

Platform

Software

Greater consumption(componentisation, co-evolution, Jevons paradox)

efficiency

consumption

efficiency

It’s an Innovation

Oh, Yes it is.

Certainty

Marketplace

ProfitInnovation =

Innovation

Certainty

Branding

Profit!

Market

Certainty

Profit!

Certainty

Why are we spending so much on stuff that has no

strategic value?

Profit!

All IT is the same!

Certainty

Infrastructure

Certainty

Infrastructure

Collective Intelligence

Accelerates

Certainty

built on ...

provided as ..

One size fits all

Certainty

Dynamic

Certainty

DynamicUncertain

Certainty

DynamicUncertainDeviation

Certainty

DynamicUncertainDeviationDifferential

Certainty

DynamicUncertainDeviationDifferentialWorth

Certainty

Static

Certainty

StaticDefined

Certainty

StaticDefinedNo Deviation

Certainty

StaticDefinedNo DeviationStandard

Certainty

StaticDefinedNo DeviationStandardCost

DifferentCharacteristics

Certainty

Innovation of early lists

Custom built, DB Marketing

Utility Services of Salesforce

90’s Early Product

NoMagic Bullets

Certainty

Six Sigma

Certainty

Six Sigma

Certainty

Six Sigma

The fundamental impulse that sets and keeps the capitalist engine in motion comes from the new consumers, goods, the new methods of production or transportation, the new markets, the new forms of industrial organization that capitalist enterprise creates.

newnew

Certainty

Prof. Van Valen

Certainty

quity Market

Future Wealth

(Survival Tomorrow)

Competitive Efficiency (Survival Today)

Certainty

Survival today requires ‘coherence,

coordination and stability’.

Survival tomorrow requires the

replacement of these erstwhile virtues.

Salaman & Storey

Innovation Paradox

Certainty

Infrastructure

Platform

Software

Summary

Infrastructure

Platform

Software

... as aProduct

... as aService

Certainty

Disruptive

Certainty

... as aProduct

Consumer Provider

variety of models

Public cloud

Amazon EC2

Cloud Controller

Node Controller

KVM Hyp.Web UI

VMEucalyptus

Private cloud

Common Management Tools

All IT is the same!

SLAs are what count!

Standards don’t matter

It’s about technology

Cloud is an Innovation

It’s green!

Prof. Van Valen

Certainty

quity Market

consumption

efficiency

Certainty

Future Wealth

(Survival Tomorrow)

Competitive Efficiency (Survival Today)

Certainty

Concept

Suitability

Technology

Attitude

“The challenge of the computer utility” Douglas Parkhill

ProfitInnovation =

everybody else is.

ubuntu.com/cloud@swardley

Change

Certainty

quity Accounts

Payroll

HR systems

Information market

Enterprise 2.0

InfrastructureCRM

Electricity

Search Engines

Web Portal

Certainty

quity Accounts

Payroll

HR systems

Information market

Enterprise 2.0

InfrastructureCRM

Electricity

Search Engines

Web Portal

Lifecycle

Accounts

Payroll

HR systems

Infrastructure

Electricity

Lifecycle

Outsourcing

Procedural

Predictable

Linear

Lifecycle

Collaboration

Emergant

Gamble

Chaotic

http://www.flickr.com/photos/fatdeeman/2879894647

Outsourcing

Procedural

Predictable

Linear

http://www.flickr.com/photos/fatdeeman/2879894647

One size fits all

Certainty

PayrollHR

Why are we spending $600M p.a. on customising

stuff has no strategic value?

Certainty

Six Sigma

Certainty

Infrastructure

Platform

Software

Situation normal, everything must

change

situation normal, fowa dublin

cloud infrastructure

denition of cloud computing

cloud computing industry

cloud platforms

cloud applications

cloud model

cloud pyramid

computing capabilities

Documents

richard moross @ fowa feb 07

web app scaffolding - fowa london 2010

fowa tour- richard healy

emily boyd @ fowa miami 08

fowa 09 - open strategy applied

jonathon rochelle @ fowa feb 07

fowa expo08

ed burns @ fowa 08

user testing on a shoestring (fowa dublin)

fowa miami 2009 - y!os

kevin marks @ fowa 08

iqcontent fowa final 060309

fowa scaling the lamp stack workshop

leah culver @ fowa 08

how to use geolocation in your webapp @ fowa dublin 2010

the future of print - fowa 2009

tariq krim @ fowa feb 07

fowa miami

fowa: telling stories with apis

werner vogels @ fowa feb 07