Instituto de Inovação com TIC

Transcription

1 Instituto de Inovação com TIC

2 Cloud Computing: Quando a infra-estrutura se torna programável Rodrigo Assad assad@cesar.org.br rodrigo.assad@gmail.com tiwitter.com/rassad

3 Histórico Presença em todo o Brasil 1997 Criação do modelo Incubação Participação no World Economic Forum 2001 CMM 2/Asia Java Mobile Challenge Prêmio Info200 e Centro Webservices CMMI Modelo de negócios mais inovador do Brasil pela revista Época Negócios Criação do C.E.S.A.R 1998 Inauguração da primeira sede 2000 Menção honrosa no Stockholm Challenge 2002 C.E.S.A.R no Porto Digital e Prêmio FINEP Regional 2004 ISO 9000 e Prêmio Finep Nacional 2006 Completamos uma década 2008 C.E.S.A.R.Sul Filial C.E.S.A.R Sorocaba Prêmio Finep Nacional

4 pessoas Rodrigo Assad Aluno de doutorado professor Silvio Meira Tema: segurança e performance de sistemas CESAR Mail: rea@cin.ufpe.br

5 pessoas Outras pessoas irão ajudar nas aulas Vinicius Garcia Anderson Fosenca, Francisco Soares, Paulo Ternando, Marco Machado, Thiago Jamir, Rafael Rocha, Saulo de Tarço, Jean Brasil, Elias Queiroga, Silvio Cortez, Ioram Sette Wilton Oliveira, Emanuel Faustino

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8 Cloud computing Cloud esta ligado aos modelos de negócios e não somente a tecnologias

9 Model One 1 Traditional SW Support $4000/user (one time) $800/user/

10 1 Modelo: tradicional The Gartner Group has estimated that the end user can spend up to four times the cost of their software license per to manage these applications. This cost multiplier is not limited to complex business software.

11 Oracle s Financials Change Change New Software 4,315 4,584 3,441 3,270 3,541 (774) -18% Product Support 2,978 3,571 3,836 3,929 4,529 1,551 52% Product Revenue 7,293 8,155 7,277 7,199 8, % Consulting 2,293 2,257 1,982 1,761 1,589 (704) -31% Advanced Product Services % Education (172) -42% Other Services 2,836 2,805 2,395 2,276 2,086 (750) -26% Total Revenue 10,129 10,960 9,672 9,475 10, % Operating Income 3,080 3,777 3,570 3,439 3, % Operating Margin 30% 34% 37% 36% 38% 8% 25%

12 Oracle s Financials: Most Recent Quarter New Software revenues of $1.028B declined 17% Year over Year Product Support revenue of $3.117B increased 6% Year over Year Product Support was 62% of overall revenue Annualized Product Support Revenue is now $12B+, larger than the whole company 5 s ago And it s all in the bag for next.

13 Support Service is Information 99,900,000 requests Per for known information

14 Model Two 1 Traditional 2 Open Source SW Support $4000/user (one time) $800/user/ $0/user $1600/user/ RedHat

15 2 modelo: Open source Como funciona? Suporte em niveis Apliances Como funciona as licenças? GPL, LGPL, APACHE, BSD,...

16 Model Three 1 Traditional 2 Open Source 3 Outsourcing SW $4000/user (one time) $0/user $4000/user (one time) Support $800/user/ $1600/user/ $800/user/ Management Bid RedHat IBM HP/EDS

17 3 Modelo: Outsourcing Recognizing that the cost to manage software systems is much larger than the purchase price of the software Grandes empresas investem neste modelo, HP, IBM, custos reduzidos mas ainda elavados

18 Erich Clementi, IBM Cloud Computing 3 November 2009 Big Blue on Tuesday announced that it has named Erich Clementi general manager of enterprise initiatives. Clementi, who will report directly to IBM CEO Sam Palmisano, will be responsible for organizing the company s efforts in cloud computing..

19 Model Four 1 Traditional 2 Open Source 3 Outsourcing 4 Hybrid SW $4000/user (one time) $0/user $4000/user (one time) $4000/user (one time) Support $800/user/ $1600/user/ $800/user/ $800/user/ Management Bid <1300/user /month RedHat RedHat MySQL IBM HP/EDS ORCL Blackbaud..

20 4 Modelo: Hibrido A empresa que desenvolve, diminui o custo do suporte mensal, mas administra o software para o cliente. In Model Four, the purchase of the software and support remain the same. What s new is the customer is given an option to have the availability, security, performance, and changes managed for an additional fee.

21 SW Support Management $4000/user (one time) 1 Traditional $800/user/ $0/user 2 Open Source $1600/user/ RedHat MySQL 5 Hybrid+ $300/user/ 4 Hybrid $4000/user (one time) $800/user/ $150/user/ month 3 Outsourcing $4000/user (one time) $800/user/ Bid <1300/user /month $4000/user (one time) 1 Traditional $800/user/ $0/user 2 Open Source $1600/user/ RedHat 5 Hybrid+ 4 Hybrid $4000/user (one time) $800/user/ $150/user/ month 3 Outsourcing $4000/user (one time) $800/user/ Bid <1300/user /month Model Five

22 5 modelo: Hibrido+ Em vez de se pagar separadamente pelo suporte + performance, segurança, gerenciamento e etc, se paga uma taxa fixa que inclui todos estes pontos.

23 SW Support Management $4000/user (one time) 1 Traditional $800/user/ $0/user 2 Open Source $1600/user/ RedHat MySQL 6 SaaS <$100/user/ month Netsuite Taleo Webex Salesforce WoW.. 5 Hybrid+ $300/user/ 4 Hybrid $4000/user (one time) $800/user/ $150/user/ month 3 Outsourcing $4000/user (one time) $800/user/ Bid <1300/user /month $4000/user (one time) 1 Traditional $800/user/ $0/user 2 Open Source $1600/user/ RedHat 6 SaaS <$100/user/ month Netsuite, SFSF, Webex Salesforce.. 5 Hybrid+ 4 Hybrid $4000/user (one time) $800/user/ $150/user/ month 3 Outsourcing $4000/user (one time) $800/user/ Bid <1300/user /month Model Six

24 6 modelo: SaaS Baixo custo para o setup incial Alto investimento em publicidade e midias dirigidas Facilidade de uso Modelo mais adotado pelas empresas mais recentes > anos 90

25 Model Six: Elite Eleven Oct 2005 Nov 2007 Sep 2004 June 2006 Jan 2002 Aug 2004 June 2005 Oct 2007 Dec 2005 Mar 1999 Jun 2004 Dec 2005 Dec

26 Bruce Chizen, former CEO Adobe 29 September 2009

27 Model Six: Elite Eleven Lars Dalgaard, Founder, President, CEO 20 October Rick Rudman Founder, President, CEO 27 October

28 SW Support Management $4000/user (one time) 1 Traditional $800/user/ $0/user 2 Open Source $1600/user/ RedHat MySQL 6 SaaS <$100/user/ month Netsuite Taleo Webex Salesforce WoW.. 5 Hybrid+ $300/user/ 4 Hybrid $4000/user (one time) $800/user/ $150/user/ month 3 Outsourcing $4000/user (one time) $800/user/ Bid <1300/user /month $4000/user (one time) 1 Traditional $800/user/ $0/user 2 Open Source $1600/user/ RedHat 6 SaaS <$100/user/ month Netsuite, SFSF, Webex Salesforce.. 7 Internet Ads Transactions Embedded (< $10/user/ Month) Google Amazon Opentable LinkedIn 5 Hybrid+ $300/user/ 4 Hybrid $4000/user (one time) $800/user/ $150/user/ month 3 Outsourcing $4000/user (one time) $800/user/ Bid <1300/user /month Model Seven

29 7 modelo: internet The companies in Model Seven has adopted business models that are asymmetric. Asymmetric business models mean that the user of the software is not directly paying for the usage of the software.

30 Model Seven Jeff Jordan CEO, Opentable 6 October Reid Hoffman Founder, Chairman LinkedIn Vic 13 Gundontra, October VP Engineering Google

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32 Aplicações de uma cloud

33 Application Cloud Service Collaboration Management, Mailroom Management, Panel Management, Survey, Web Collaboration, Web Conferencing, Training Accounting, Accounts Payable, Accounts Receivable, Billing and Invoicing, Budgeting, Tax Planning Business Performance Financials Management, Compliance, Expense Report, Financial Reporting, Fixed Asset Management, Purchasing, Enterprise Resource Management, Project Management CRM, Sales Performance Management, Contact Management, Lead Management, Proposal Management, Quoting, Sales Force Automation, Call Center, Customer Service, Customer Satisfaction, Help Desk, Predictive Dialer Advertisement Management, Brand Management, Business Graphics, Campaign Management, Competitive Intelligence, Marketing Marketing, Marketing Automation, Public Relations, Search Marketing Automation Human Resources Talent Management, Payroll, Performance Appraisal, Applicant Tracking, Recruiting, Benefits Administration, Human Resource, Workforce Management Reservation Management, Transportation & Logistics, Government, Banking & Finance, Education & Teaching, Energy, Vertical Entertainment, Healthcare & Medicine, Hospitality & Travel, Legal & Law Enforcement, Manufacturing, Media, Nonprofit, Real Estate, Telecommunications

34 Horizontal Mirrors Collaboration Financials CRM Traditional Microsoft Oracle, SAP Oracle(Siebel) Application Cloud Service Webex, Google Microsoft Live Meeting Netsuite, Recruitmax, Concur Salesforce, RightNow Constant Contact,.. HR Oracle(Peoplesoft) Taleo, Successfactors Manufacturing Business Intelligence Oracle, SAP Cognos, Business Objects

35 Vertical Mirrors Model 1 Model 6 Automobile Dealers Reynolds&Reynolds Dealertrack nonprofit Blackbaud Blackbaud Hospitality Micros Opentable Engineering Ansoft, Cadence? Commercial Real Estate Retail Environmental Compliance Intuit/MRI JDA Software, Radiant SAP?? Enviance

36 Network Cloud Network Cloud Services

37 Data Center Cloud Service

38 Power in the Data Center Facility

39 Power Utilization Efficiency (PUE) Power Usage Effectiveness (PUE) = Total power consumed by a data center Power consumed by compute, storage, network equipment

40 Power Utilization Efficiency (PUE) Lawrence Berkeley Labs (Take the Inverse: 1.5 to 3)

41 Power Utilization Efficiency (PUE) Google Data Centers

42 World data center electricity use 2000 and B kwh Source: Koomey 2008

43 How much is 152B kwh? Italy South Africa Mexico World Data Centers Iran Sweden Turkey Final Electricity Consumption (Billion kwh) Source for country data in 2005: International Energy Agency, World Energy Balances (2007 edition)

44 Many efficiency opportunities Source: EPA report to Congress 2007

45 Security - Physical Attribute Location Walls Windows Buffer Zone Bomb Detection Entry Points Cameras Recommendation Don t build near airports, chemical facilities, earthquake fault lines or areas prone to hurricanes Foot-thick concrete is a cheap and effective barrier against the elements and explosive devices If you must have windows, limit them to the break room or administrative area. Keep a 100-foot buffer zone around the site. Use retractable crash barriers at vehicle entry points. For data centers that are especially sensitive or likely targets, guards may use mirrors to check underneath vehicles for explosives Control access to the building by establishing one main entrance, plus a back entrance for the loading dock. Surveillance cameras should be installed around the perimeter of the building, at all entrances and exits, and at every access point throughout the building.

46 Security - People Attribute Authentication Screen; Background Recommendation Use two-factor authentication. Biometric identification is becoming standard for access to sensitive areas of data centers Remember to screen the people who have access and limit access to areas on a need to access basis

47 Data Center/Cloud Economics Infrastructur e PLUS Infrastructur The Energy Infrastructu > Energy e Server Alone re for Power Cost > Alone Server Since and Cost Cooling > Server 2001 Since Costs 2004 a Cost Since LOT 2008 Belady, C., In the Data Center, Power and Cooling Costs More than IT Equipment it Supports, Electronics Cooling Magazine (Feb 2007)

48 Next Generations? Nortel Steel Enclosure Containerized telecom equipment Sun Project Black Box 242 systems in 20 Caterpillar Portable Power Rackable Systems 1,152 Systems in 40 Rackable Systems Container Cooling Model

49 Container as Building Block Data Center Module Contains network gear, compute, storage, & cooling Just plug in power, network, & chilled water Increased cooling efficiency Variable water & air flow Better air flow management (higher delta-t) 80% air handling power reductions (Rackable Systems) Bring your own data center shell Just central networking, power, cooling, & admin center Grow beyond existing facilities Can be stacked 3 to 5 high Less regulatory issues (e.g. no building permit) Avoids (for now) building floor space taxes Meet seasonal load requirements Single customs clearance on import Single FCC compliance certification

50 Larger Unit of Data Center Growth One at a time: 1 system Racking & networking: 14 hrs ($1,330) Rack at a time: ~40 systems Install & networking:.75 hrs ($60) Container at a time: ~1,000 systems No packaging to remove No floor space required Power, network, & cooling only Weatherproof & easy to transport Data center construction takes 24+ months Both new build & DC expansion require regulatory approval

51 Key web sites EPA on data centers Report to Congress LBNL on data centers: The Green Grid: The Uptime Institute: SPEC power:

52 References Koomey, Jonathan. 2007a. Estimating regional power consumption by servers: A technical note. Oakland, CA: Analytics Press. December 5. ( Koomey, Jonathan. 2007b. Estimating total power consumption by servers in the U.S. and the world. Oakland, CA: Analytics Press. February 15. ( Management.aspx) Koomey, Jonathan, Kenneth G. Brill, W. Pitt Turner, John R. Stanley, and Bruce Taylor A simple model for determining true total cost of ownership for data centers. Santa Fe, NM: The Uptime Institute. September. ( Koomey, Jonathan "Worldwide electricity used in data centers." Environmental Research Letters. vol. 3, no September 23. < >. Taylor, Cody, and Jonathan Koomey Estimating energy use and greenhouse gas emissions of Internet advertising. Working paper for IMC 2. February 14. <

53 Cloud Computing: Google Trends Amazon S3 (March 2006) Salesforce AppExchange (March 2006) Amazon EC2 (August 2006) Google App Engine (April 2008) Facebook Platform (May 2007) Microsoft Azure (Oct 2008)

54 Number of Registered Amazon Web Service Users 370, , , ,000 Q Q Q Q1 2009

55 AWS Usage Growth Bandwidth consumed by Amazon Web Services Bandwidth consumed by Amazon s global websites

56 Cloud Services Stack Application Cloud Services Platform Cloud Services Compute & Storage Cloud Services Data Center Cloud Services Network Cloud Services

57 Cloud Computing: Quando a infra-estrutura se torna programável Rodrigo Assad assad@cesar.org.br rodrigo.assad@gmail.com tiwitter.com/rassad

58 Thanks!