building and packaging highly scalable services for maximum market penetration (michael toutonghi)
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Building and Packaging Highly Scalable ServicesMichael Toutonghi, Parallels CTO
Profit from the Cloud™ | 2
• 10 years of startups- Started my first company (CAD workstations) in 1982- Multiple systems oriented startups (schedulers, device drivers, runtimes)
• 10 years at Microsoft (developer – VP/DE)- Led Windows 95 kernel development- Started and led Microsoft’s Java runtime- Microsoft’s .Net platform co-founder- Founded Microsoft eHome to launch Windows Media Center Edition
• After that, I really started learning about high-scale…
Who Am I?
Profit from the Cloud™ | 3
2004 – 2007, CEO, WebFives social network
WebFives Social Network
• Many services working together- Account, relationship management- Secure sharing service, friends, groups- Mobile client, AJAX, PC- Custom P2P network for optimizing unreliable
infrastructure- Ingestion servers- Audio, video, image transcode pipeline- Logging pipeline- Data processing platform
• Scale- Data processing pipelines- Scale out of tiers and subsystems- P2P firewall bridging- Media transcoding- Advertising
• Customer acquisition
Profit from the Cloud™ | 4
• Microsoft Advertising- 10s of billions of ads served daily- Terabytes of daily logs, petabytes of data- < 40ms + latency SLAs- User correlation across 100’s of millions daily unique visitors- Web activity analysis- Bayesian networks- Real-time data pipelines- Real-time, geo-scale marketplace optimization based
• Microsoft Midori
2007 – 2011, Technical Fellow, Microsoft
Profit from the Cloud™ | 5
• Desktop Virtualization Business- Parallels Desktop for Mac – Virtualization for Macs- Parallels Workstation – Virtualization for PCs- Parallels Mobile – Access your Mac or PC from anywhere
• Service Provider Business- Parallels Plesk Panel- Parallels Business Automation Standard- Parallels Automation- Parallels Virtuozzo Containers- Parallels Cloud Server – Distributed Storage, Virtualization
2011 – present, CTO, Parallels
Profit from the Cloud™ | 6
PC Software Virtuous CircleHow do you acquire customers?XaaS Virtuous Circle
?
• Direct (Yandex, Google, Facebook, Vkontakte)• Through distributors with scale (OEMs, Telcos, etc.) • Integrate with standards of an ecosystem
Profit from the Cloud™ | 7
How do you acquire customers?• Direct (Yandex, Google, Facebook, Vkontakte, Salesforce)
- User focused- Sticky, low churn services- Traditional and viral marketing- Direct sales
• Through distributors with scale (OEMs, Telcos, etc.)- Close smaller number of large deals- App stores and marketplaces- Volume provides ROI on custom development and integration
• Integrate with standards of an ecosystem- Facebook API, identity – reach consumers- Real-time bidding APIs – reach advertisers / publishers / agencies- Application Packaging Standard (APS) – multi-SP enablement
Who
lesa
le
VAR
SI
Vertical Hoster
Small Hoster
Val
ue A
dd S
ervi
ces
Direct
The APS Enabled Ecosystem
APSEnabled Service Provider
applications
Profit from the Cloud™ | 9
Application Packaging Standard – History
H1 20132010-20122008-2010
SP-Hosted Services Service IntegrationParallels Automation
APS 2.0SP-Hosted Services SP-Hosted / SaaS Parallels Automation
APS 1.x Parallels Automation
APS 1.0
AP
S S
ervice
Bu
s
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APS Version 2 – • APS specification defines
- Package formats (XML meta description, JSON schema, HTML 5)- Core API for resource integration within common user context- Extensible REST interface description w/inheritance- HTML 5/Javascript UI extensibility- Common PHP runtime support for any infrastructure
• APS controller provides- Implementation of specified formats and REST enabled access to
packaged resources- Proxy for APS REST endpoints, providing security, common resource
and endpoint namespace
• APS runtime provides- Infrastructure independent deployment of PHP APS resources into
compatible shared hosting environment- PHP library for easy implementation of and access to APS resources
Support for Linux, Windows native, and Windows.Net environments
Profit from the Cloud™ | 11
Common Provisioning and Integration Interfaces
Service IntegrationParallels Automation + APS• APS Controller API- Service discovery- Cross-service
communication and dependencies
- Notifications
• UI extensibility for ordering, provisioning, and configuring
• Integration, cross-sell, and up-sell enablement
• Multi-protocol SSO- OpenID Connect- SAML, …
store.myco.comwww.myco.com
AP
S S
ervice
Bu
s
PP
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User Subscription
Inheritance, Dependencies, and Discovery
Exchange
•Extensible REST APIs- Interface Inheritance- Dependencies- User-aware resource discovery- Notifications- Single sign-on
•Benefits- Many SPs, one integration- Common service types with
different implementations•VEs, C&C, Web, etc.
- Services can auto-integrate for a better user experience
Zimbra
Mailbox
Virtual Environment
Traffic Shaper
APS Resource
Web Content Management
E-Commerce
ExchangeAnti-spam/
virus
Profit from the Cloud™ | 13
Custom UI integration into provisioning workflow
Profit from the Cloud™ | 14
Single Sign On (SSO) – UI Authentication
• Pluggable protocols with support for SAML, AD, and OpenID Connect
• Easy UI integration eliminates client access to credentials
APS ApplicationHTTP REST Endpoint/wordpress/
Welcome to The Blog!
01-01-12This is first record in my Blog which I’m going to ….
02-01-12This is my second record in my Blog, which I wrote on the second day…
http://my.wordpress.provider.com/Login
lin-sh-12.provider.com
OpenIDOAuthSAML
Etc.
login.provider.com
APS ControllerHTTP REST Endpoint/resources/
poa-mn.provider.comAPS Application
HTTP REST Endpoint
/provider/lin-sh-12.provider.com
IFrame
Meta-Cloud Example – Pluggable IaaS via APS15
MetaCloud
….
APS SC
APS Packet(VPS-NG)
IM
PCSPCSPCS
APS Packet(vCloud)
vCloudDirector
ESXESXESX
APS Packet(SystemCenter)
SystemCenter
Hyper-VHyper-VHyper-V
APS Packet(…)
…
….…
IntegrationModules
ManagementModules
ServiceNodes
Platform
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Implemented in the scope of APS 2.0
Will be possible to implement by partners when APS 2.0 is available
Profit from the Cloud™ | 16
• In addition to solving technical challenges, develop a great customer acquisition plan- Who is your customer?- How will they find, use, purchase your service?- How can you leverage appropriate channels of distribution?- How will your service work with others?
• If you target business, expand your reach by APS packaging your SaaS services and applications
•Let us know if you’ve got ideas for further enabling the SaaS transition – we may want to hire you!
Key Points
Profit from the Cloud™ | 17
APSStandard.org Website• APS Documentation & Development Tools• APS Questionnaire (http://survey.apsstandard.org/index.php?sid=2)• APS Support Queue• APS Certification• APS Application Catalog
Parallels Automation Test Bed (via www.APSStandard.org)
Parallels.com• Parallels Automation
- www.parallels.com/products/automation • Parallels Plesk Panel Information & Product Downloads
- www.parallels.com/products/plesk• Parallels Partner Network
- www.parallels.com/partnernet/product-documentation/ (registration required)• Parallels Technical Network (PTN)
- www.parallels.com/ptn (registration required)
Thank you – APS & Parallels Websites