Cloud computing theory and practice. war stories from the west Konstantinos Roungeris 30/10/2013
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1 Cloud computing theory and practice war stories from the west Konstantinos Roungeris 30/10/2013
2 > who is Kostas cloud solutions specialist and strategist Cloud IaaS Solutions Provider UK midmarket co-founder and commercial/strategy officer OpenStack integration venture based in Athens Greek and local geographies
3 > cloud myth-busting People know what cloud computing is all about Enterprise and SME customers know IT industry reps know People follow a common definition framework I virtualised, therefore I am using Cloud Computing Everyone is outsourcing IT to the (Public) Cloud GM example, Zynga The IT industry have clear, coherent strategies with regards to Cloud Computing and know what they are talking about VMware, Dell, IBM? People understand the virtual world yeah right Cloud is panacea (joke) Governments in western Europe are in the cloud
4 > supply-chain transformation System Integrator Vendor Distributor Consultant End-user MSP PROD DR
5 > supply-chain transformation??? Competitor Competitor Competitor System Integrator Vendor Distributor Competitor Cloud Consultant Consultant End-user MSP PROD DR
6 Efficiency > Cloud realisation is a business-reorientation process!!! Paradigm shift Phase I Now Phase II Phase III Standardize Consolidate Automate Decouple Utility Market Standardized system configuration and management improves operational efficiency Infrastructure sharing improves asset utilization and cost efficiency Orchestration and self service improve user experience and time to market Private Cloud Use of private cloud with elasticity further improves cost efficiency and business agility Use of virtual private and public cloud improves financial flexibility and lowering capital commitments Virtual & Public Cloud Commoditized use of private and virtual private cloud enables price arbitrage Hybrid Cloud Physical Virtual Maturity
7 > The war landscape IDC, 2012
8 > Cloud wars v 1.0: Amazon (AWS) vs Others No cloud standard = no real cloud adoption for the last 2-3 years (at least off-site) End-users are still afraid of vendor lock-in (and not only...) Security/compliance = ask the right questions, where is my data? Patriot act huge opportunity for European cloud providers Cloud-in (AWS) vs Cloud-out (VMware) approaches VMware's strategy: after dominating in-house enterprise market, they were after the MSPs (Managed Service Providers) to offer vcloud AWS are the opposite: put your stuff on our cloud AWS VMware vcloud ecosystem = 1 0
9 > Cloud wars v2.0: AWS vs VMware AWS VMware Hybrid Service =? Vendors: VMware are trying to get their marketing right (still) and products interoperable Amazon are trying to convince enterprise users (SLAs?) Microsoft as of 2012 have a IaaS offering, still behind Citrix are dominating only the Desktop virtualisation (VDIs) Rackspace, Claranet, Savvis, Terremark, Bluelock, iland, IBM mix'n'match... Enterprise end-users: are waiting, mainly using SaaS ( , salesforce, gapps...) IaaS is for website bursting, big data and disaster recovery Converged everything is the new trend (orchestration tools that can manage multiple hardware/hypervisors/clouds etc) Cloud has been broken down to different technologies rather one buzzword
10 > Cloud wars v2.1: AWS vs VMware vs OpenStack And then OpenStack came Everyone is supporting (including VMware) Midmarket MSPs are not really using it (Rackspace and HP are the only big ones that did) Although gaining ground, it is under heavy pressure to become the cloud standard Experts seem to believe it will be the standard OpenStack: an open source operating system for massively scalable clouds thousands of developers spanning hundreds of organizations globally lower hardware costs by using commodity hardware minimal software costs free by design zero lock-in, better interoperability and future-proofing enables best of breed, modular implementations Telcos and banks are excellent use cases
11 > one slide on what do Based in Athens, targeting the local SE geographies end-to-end delivery of turn-key, lightweight clouds, mainly based on OpenStack professional services and specialist, practical consulting on: enterprise-class cloud implementation business transformation help on product positioning and go-to-market strategy (for IaaS providers) training and skills transfer on OpenStack and cloud technologies
12 > take-away points Cloud Computing has caused disruptive changes within the industry The Industry have failed to communicate correctly what Cloud Computing is all about Cloud Computing starts from the business Public Cloud is not for everyone and everything Private Cloud has not matured yet The war is between AWS and VMware/everyone OpenStack is the kid on the block
13 > thanks for listening uk.linkedin.com/in/roungeris/
14 > Appendix
15 > disruptive transformations IT industry s MKT/evangelising and internal/external education failed miserably The recent cloud-ification of everyone, left everyone competing with everyone and decisionmakers are more than ever confused Most of the Telcos/ISVs/MSPs even Sis/Hardware vendors are trying to play the cloud game but: Do not get the cloud business models Do not have the know-how and do not know what technology to invest in!!! TELCOS can benefit from their customer reach while investing at IaaS flexible platforms most of them are doing exactly that in Western Europe DR is an excellent way of cutting costs TEST/DEV is an excellent way of increasing flexibility (ie cutting costs) most of the revenue comes from consulting/professional services and commodity services (meaning storage/backup) Enterprise File Sync and Share (aka Dropbox for enterprises) is a big thing
16 > disruptive transformations Converged everything is the new trend (orchestration tools that can manage multiple hardware/hypervisors/clouds etc) Cloud has been broken down to different technologies rather one buzzword Many users are asking for functionality rather than IaaS but they don t know how to ask for Desktop as a Service or Software-as-a-Service Technically-driven, fails from business-side, not financially sound, leads to increased costs Carried-away from success stories (the best effort SLA can punish you) Application migration cost and time due to applications being infrastructuredependant
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