Daniel Bucherer Azure Platform Strategy Advisor, Microsoft Corporation

Introduction to Windows Azure platform and real world case study

As a Platform Strategy Advisor, Daniel Bucherer guides Independent Software Vendors (ISVs) all across South East

Asia along their journey to the Cloud.

This session Daniel will guide you through what makes Windows Azure a platform for real Cloud applications and

how you can benefit from the architectural shift to a Platform as a Service infrastructure.

Microsoft Cloud Day

What Is The Cloud?

Cloud Coverage in October 2009

Is Cloud the “New Mainframe”?

Is Cloud the “New Hosting”?

Is Cloud the same as “Virtualization”?

Industry Transformation

MAINFRAME CLOUDCLIENT / SERVER

CLOUD COMPUTING

SELF SERVICE

SHARED

SCALABLE & ELASTIC

USAGE BASED

SOFTWAREAS A SERVICE

PLATFORMAS A SERVICE

INFRASTRUCTUREAS A SERVICE

IT AS A SERVICE

Cloud Computing Taxonomy

Traditional IT

Storage

Servers

Networking

O/S

Middleware

Virtualization

Data

Applications

Runtime

You m

anage

Storage

Servers

Networking

O/S

Middleware

Virtualization

Data

Applications

Runtime

IaaS

Managed b

y v

endor

You m

anage

Managed b

y v

endor

PaaS

You m

anage

Storage

Servers

Networking

O/S

Middleware

Virtualization

Applications

Runtime

Data

SaaS

Managed b

y v

endor

Storage

Servers

Networking

O/S

Middleware

Virtualization

Applications

Runtime

Data

Cost of Operation

Abstraction Level

Physical Machines

Virtual Machines

IaaS

PaaS

Cost vs. Abstraction Level

What is Windows Azure?Windows Azure is an internet-scale cloud services platform hosted in Microsoft datacenters around the world, proving a simple, reliable and powerful platform for the creation of web applications and services.

• Developers use existing skills and familiar tools to develop cloud applications

• ISVs and System Integrators rapidly reach market and pay as you go

• IT Managers gain access to a new set of resources without adding complexity

• Businesses of all sizes to quickly respond as business needs change

The Windows Azure Platform

GENERAL PURPOSE PROGRAMMING LANGUAGES

Compute Storage ManagementRelational

dataMarketplaceApp FabricCDN

PLATFORM AS A SERVICE

Management

CHICAGOQUIN

CY

DUBLIN

AMSTERDAM

HONG KONG

SINGAPORE

JAPAN

SAN ANTONIO

BOYDTON

DES MOINES

MICROSOFT DATACENTER INVESTMENT

Microsoft Chicago Datacenter

• $500M Investment• 700,000 Square Feet• 60 MW Total Critical Power• 3,400 Tons of Steel• 190 Miles of Conduit• 2,400 Tons of Copper• 26,000 Cubic Yards of Concrete• 7.5 Miles of Chilled Water Piping

Source: Microsoft

Service Management Free Up Resources

Leveraging What You Know, Have Invested InDeveloper Experience

Scale Defy Existing Application Physics

Complete Platform Multiple Scenarios Supported (e.g., hybrid)

Reach Access to Global Market

Free Up Cash Flow Business Flexibility

How Azure is Unique Why This Helps You

Consistent Environment Development Efficiency

Benefits

yolkInteractive agency specializing in online marketing campaigns and web properties. We build web applications and data driven sites for clients.

Clients Data Driven Sites Marketing Campaign Sites

Metro Metro.com.sg Metro Birthday Bash

Microsoft Beauty of the Web Asia Save Social Energy

Cibavision Cibavision Color Studio

NAC Noise Singapore

The Typical Application

Web property Data / Application

Microsite Contest / Information

Social Media

Online Media

Application / Database

Marketing

Considerations in Choosing Platform

Spee

d LatencyStabilityScalability

Secu

rity Ports

FirewallDatacenter Security M

anag

eabi

lity Resource

ControlSpeed

Why Microsoft Azure

Bene

fits

Key

Dec

isio

n D

river

s

Lear

ning

sAlte

rnati

vesGoogle only

supports Python and JavaAmazon services too fragmented for our purposeRackspace, Linode, PHP Fog etc. is US Only

Total Cost of OwnershipAgilityEase of useLeverage on current skillset

Easy failover (No double deployment)Fast time to marketCost effective sandboxed instancesFast scalability

Selling process to CIO must be supported by CMOs.Organizations need to be guidedOperations still a critical process

Windows Azure Platform

32%

Bandwidth

(5%)(20%)

SupportHW/Hosting

(62%)

App Dev

24%

Example: Freeing up Cash Flow

(31%)

* Source: HCL

This 31% allows you to reinvest in your business**

** Does not include license savings

TOTALSAVINGS

Windows Azure Platform Purchasing Models

“Pay as you go and grow”

Low barrier to entry and flexibilityOptimized for cloud elasticity

Consumption

“Value for a commitment“

Discounts for commitmentPlans for payment predictability

Subscription

“Coordinated purchasing”

Centralized purchasing experience Introduction to volume discounts

Additional Licensing

Promotional Offers Partner

Discount Development Pricing Integration with

Programs

Elastic, scalable, secure, and highly available automated service platform

Pay as you go and grow for only what you use when you use it

Highly available, scalable, and self managed distributed database service

Compute

$0.12/hour+ Variable Instance

Sizes

Per service hour

Web EditionPer database/month

$9.99 to $49.95/month(up to 5 GB DB/month)

Business Edition

$99.99 to $499.95/month(up to 50 GB DB/month)

Per database/month

Storage Per GB stored and

transactions

$0.15 GB/month$0.01/10k transactions

Windows Azure Platform Consumption Prices

Windows Azure platform AppFabric Service Bus and Access Control

Scalable, automated, highly available services for secure connectivity

Data Transfer / CDN$0.15 per GB for data transfers from European & North American

locations$0.20 per GB for data transfers

from other locations$0.01 per 10,000 transactions

Prices shown in USD only

Access Control

$1.99/per 100,000 transactions

Per Message Operation

$3.99/per connection to $995 for 500 connections

Per Message Operation

Service Bus

International prices are available

IT Workload Patterns Optimal for Cloud

UsageCom

pute

Time

Average

InactivityPeriod

“On and Off “

On and off workloads (e.g. batch job)Over provisioned capacity is wasted Time to market can be cumbersome

Com

pute

Time

“Unpredictable Bursting“

Average Usage

Unexpected/unplanned peak in demand Sudden spike impacts performance Can’t over provision for extreme cases

Average UsageCo

mpu

te

Time

“Growing Fast“

Successful services needs to grow/scale Keeping up w/growth is big IT challenge Complex lead time for deployment

Com

pute

Time

Average Usage

“Predictable Bursting“

Services with micro seasonality trends Peaks due to periodic increased demandIT complexity and wasted capacity

Source: Alexa

~4x normal load(Holiday shopping)

• target.com • walmart.com

• toysrus.com • barnesandnoble.com

Jan 2009 Jan 2010

• turbotax.com • taxcut.com

• hrblock.com • taxact.com

~10x normal load(Tax season)

Jan 2009 Jan 2010

Source: Alexa

Predictable Bursting – Examples

The Windows Azure Platform

Development Platform as a service Relational Database as a service Secure Connectivity and Caching as a service

OSHardware

YourSaaS Application

Your Next Steps

Download the SDK and other development tools

Leverage the Technical Training Kit

Get architectural guidance for migrating your application

Use the Application Assessment tool

Enroll in Microsoft Platform Ready

Train your team and develop solutions

Use Windows Azure Marketplace to help sell your application or service (available soon)

Leverage our selling guidance, tools and materials

Go to market Plan your Business

View offers and programs which help you get started today

Use the TCO and ROI calculators to learn how Windows Azure can help your business

Read white papers on how to

take advantage of the Windows Azure Platform