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- 1. email@example.com@jessenollerhttp://developer.rackspace.com C O M M U N I T Y I N A C T I O N C O M P E T I N G O N Y O U R S T R E N G T H S First - my thanks for having me here and KIO Networks for hosting this openstack day. Pacific Rim references: quickly describe the giant leviathans out of no where attacking humanity.
2. firstname.lastname@example.org@jessenollerhttp://developer.rackspace.com W E D I D N T S E E I T C O M I N G You dont see it coming. Especially if you've been in the market, and profitable for years even through multiple bubbles. A while ago - the dot-com had popped, and Macromedia had bought Allaire (where I worked) we had been riding high on an IPO but had been "acquired" - one of the executives stood in front of the entire company holding a feature phone with a maybe 32 bit color screen, and said triumphantly "Flash is the platform of the future, and it will be on all phones." ! We know how that worked out. 3. email@example.com@jessenollerhttp://developer.rackspace.com M A R C H 2 0 0 6 : A M A Z O N S 3 R E L E A S E D . A U G U S T 2 0 0 6 : A M A Z O N E C 2 B E TA 8 Y E A R S That's how long it's taken most of the market to stop laughing and doubting the significance. 8 years as everyone from hosting providers, to enterprise companies selling everything from storage to big data to realize the game had changed. I remember the day Amazon S3 was launched. I was working at a startup trying to take down the EMC Centera product. We all laughed, knowing what a "bookseller" has built was a direct competitor to us, to Centera - but no one would take it seriously. 4. I N F R A S T R U C T U R E I S D E A D L O N G L I V E I N F R A S T R U C T U R E DISRUPTION "Pacific Rim" Legendary Pictures Disruption. You don't see it coming. You don't see the shift away from expense service contracts of old, shrink wrapped software to app stores. You're dominate in a market or close to it, and you laugh it off. The next thing you know, you're wondering what hit you. 5. firstname.lastname@example.org@jessenollerhttp://developer.rackspace.com W H AT D O E S I T L O O K L I K E ? Amazon, Google, Microsoft and IBM have made cloud a priority and are investing a lot of money to reenforce it as the future of computing. Amazon: $6.5 billion in R&D alone. Google: $8 billion into R&D, more than $1 billion each quarter into building data centers. Microsoft: $10 billion into R&D, new CEO built his career on cloud. IBM: Bought Softlayer for $2 billion; commits $1.2 billion on new data centers. Builds proxy for Openstack->Softlayer integration. Who are the new incumbents? These companies who reacted or triggered the revolution, instant on, API driven infrastructure that empowered a new generation of developers and startups. These companies are unencumbered by consensus building--they can finance investments in cloud through other profitable business lines, be they books, advertising or operating systems. 6. email@example.com@jessenollerhttp://developer.rackspace.com R I G H T N O W T H E Y R E W I N N I N G . Our markets have been irrevocably altered; and while some number of all of our existing revenue streams, enterprise repeating sales on the upgrade cycle, stack & rack professional service engagements, etc will yield revenue for a few more years, they already are, and will continue to decline. 7. firstname.lastname@example.org@jessenollerhttp://developer.rackspace.com N P R 4 / 2 3 / 2 0 1 4 Prices have fallen so fast that Amazon doesn't rule out the possibility that prices for its services could wind up at or close to zero. Both amazon and google have already set the signal: infrastructure - compute, storage - the core of infrastructure as a service - even web application platform as a service prices will drop as the economies of scale we can not beat individually continue to drive prices for these down. 8. A PAT T E R N T H AT N E V E R W O R K S BUILD A WALL TO PROTECT OURSELVES "Pacific Rim" Legendary Pictures Build a wall to keep the the competition out and maintain "business as usual" - a common and frequent response by enterprise vendors (you see this in the storage space every 5 years) hoping that by just doubling down on "more of the same" they'll maintain margins and be able to continue as-is. This is sticking your head in the sand and hoping the problem goes away. 9. email@example.com@jessenollerhttp://developer.rackspace.com FA D E T O B L A C K Make no bones: most industries and companies who have been fundamentally disrupted die. 10. T H AT S W H Y W E F O U N D E D O P E N S TA C K ALL IS NOT LOST "Pacific Rim" Legendary Pictures We didnt found OpenStack to be an alternative, an also ran in the cloud computing world. We wanted openness, collaboration and community to be the future of our industryso that we can enable a new generation of applications and opportunities for our customers. A future built on community and collaboration where each one of us contributes based on our specialization and strengths. 11. firstname.lastname@example.org@jessenollerhttp://developer.rackspace.com A S I N G L E V E N D O R C A N N O T W I N T H E F U T U R E All of you here; even those of you who Rackspace competes with, or those building competitors to one another in the emerging LATAM market; are all part of the future we wanted to build - a future free of vendors competing for lock-in on the software and even hardware level. 12. J U S T A S K U N I X , V M S , A I X , E T C , E T C COMMUNITY AND OPEN TECHNOLOGY CAN "Pacific Rim" Legendary Pictures Community and open source, open technology can build a future built on community and collaboration where each one of us contributes based on our specialization and strengths. 13. email@example.com@jessenollerhttp://developer.rackspace.com D E V E L O P E R S Developers are the key 14. T H E N E W K I N G M A K E R S DEVELOPERS MAKE THE CHOICES Look at what made the behemoths knocking on our door: developers. Developers across all sectors now account for the majority of influence when applied to technology decisions. This power is accelerating. 15. firstname.lastname@example.org@jessenollerhttp://developer.rackspace.com T H E B E Z O S 2 0 0 2 M A N D AT E All teams will henceforth expose their data and functionality through service interfaces. Teams must communicate with each other through these interfaces. There will be no other form of interprocess communication allowed  communication allowed is via service interface calls over the network. It doesn't matter what technology they use.  All service interfaces, without exception, must be designed from the ground up to be externalizable.  team must plan and design to be able to expose the interface to developers in the outside world. No exceptions. Anyone who doesn't do this will be red. Look at how they were empowered for example - this (the infamous Bezos memo) and others like it show a unique perspective that helped shift the market well away from the central decision makers of 10 years ago to the developers building the applications. Applications communicating over simple REST APIs - Service Oriented Architectures are now the norm. 16. email@example.com@jessenollerhttp://developer.rackspace.com W E H AV E A B E T T E R F U T U R E . 17. firstname.lastname@example.org@jessenollerhttp://developer.rackspace.com W E M U S T G I V E P O W E R T O T H E D E V E L O P E R S Developers made the market that we defend against and gave power to the disruptors at our doors. We can give them a new, better future. 18. email@example.com@jessenollerhttp://developer.rackspace.com D E V E L O P E R S S H O U L D N O T C A R E W H E R E THE APPLICATIONS ONLY WANT TO RUN Applications don't care about vendor infrastructure capabilities or are tailored to specialized services a vendor provides as demanded by the needs of the application. Heck, application logic can be built today to take advantage of price arbitrage between vendors! 19. firstname.lastname@example.org@jessenollerhttp://developer.rackspace.com O M N I P O T E N T A P P S What does this mean? Applications that dynamically adapt to vendor capabilities or inherently adapt to pricing changes. Applications that have a complete and global scale. These applications will utilize any and all Openstack vendors, on premises, off, private or public. Millions of cores across the globe to scale and adapt independently. 20. email@example.com@jessenollerhttp://developer.rackspace.com FA L S E D I C H O T O M Y PUBLIC? PRIVATE? BARE METAL OR CONTAINERS? There is no such thing as a public cloud or private cloud - there are simply services delivered over an API remixed to provide value. Locality begins to matter less and less. There is simply metered, on demand resources built on openstack and delivered on a network. Private Cloud begins to become a security model; not a deployment model 21. H I N T: I T S O P E N S TA C K THE GLOBAL CLOUD Imagine building Facebook today where you could take advantage of privacy laws in a given country by having your application code "know" where it really is. Imagine a mobile application backend that never has an outage because a vendor has a global outage - it simply, without missing a heart beat, uses data centers from another vendor, or in another country. Benefits: Costs More capabilities (for less money) Ability to use vendor specialization and services at will 22. firstname.lastname@example.org@jessenollerhttp://developer.rackspace.com T I P P I N G P O I N T We are at the threshold of something truly powerful and epic; a planet-scale, fully interoperable cloud where users can build applications that "float" above a specific or singular vendor. ! We are not that far away from this future: you can actually do this with a non zero amount of work today: we're almost there. The comm