salesforce platform – your fastest way to the cloud
DESCRIPTION
Force.com - Heroku – Site.com – Database.com – Chatter – AppExchange – Communities – Touch – Identity From Cloudforce Nordic, October 2012.TRANSCRIPT
Safe harbor
Safe harbor statement under the Private Securities Litigation Reform Act of 1995:
This presentation may contain forward-looking statements that involve risks, uncertainties, and assumptions. If any
such uncertainties materialize or if any of the assumptions proves incorrect, the results of salesforce.com, inc. could
differ materially from the results expressed or implied by the forward-looking statements we make. All statements
other than statements of historical fact could be deemed forward-looking, including any projections of product or
service availability, subscriber growth, earnings, revenues, or other financial items and any statements regarding
strategies or plans of management for future operations, statements of belief, any statements concerning new,
planned, or upgraded services or technology developments and customer contracts or use of our services.
The risks and uncertainties referred to above include – but are not limited to – risks associated with developing and
delivering new functionality for our service, new products and services, our new business model, our past operating
losses, possible fluctuations in our operating results and rate of growth, interruptions or delays in our Web hosting,
breach of our security measures, the outcome of intellectual property and other litigation, risks associated with
possible mergers and acquisitions, the immature market in which we operate, our relatively limited operating history,
our ability to expand, retain, and motivate our employees and manage our growth, new releases of our service and
successful customer deployment, our limited history reselling non-salesforce.com products, and utilization and
selling to larger enterprise customers. Further information on potential factors that could affect the financial results of
salesforce.com, inc. is included in our annual report on Form 10-Q for the most recent fiscal quarter. This document
and others containing important disclosures are available on the SEC Filings section of the Investor Information
section of our Web site.
Any unreleased services or features referenced in this or other presentations, press releases or public statements
are not currently available and may not be delivered on time or at all. Customers who purchase our services should
make the purchase decisions based upon features that are currently available. Salesforce.com, inc. assumes no
obligation and does not intend to update these forward-looking statements.
Doug Merrett
Principal Architect – Northern Europe
The fastest way to the cloud:
Connected and Mobile applications
Safety, Reliability and Enterprise scalability
Leading Cloud Platform for Social and Mobile
Enterprise Apps
What Makes Force.com Unique?
Seamless
Upgrades
Economies of
Scale
High
Availability
Continuous
Innovation
Instant
Capacity More Secure
Over Time
Developer
Productivity
Faster, More
Scalable
Over Time
The Benefits of Our Multi-Tenant Architecture
Economies of Scale
Multi-Tenant Architecture
Multi-Tenancy Makes Cloud Computing Possible
Single-Tenant
(On-Premise or Hosted)
100,000+ Companies
Multi-Tenant
100,000+ Companies
Server
OS
Database
App Server
Storage
Network
App 1
Server
OS
Database
App Server
Storage
Network
App 2
Server
OS
Database
App Server
Storage
Network
App 3
100,000+ App Stacks One App Stack
Server
OS
Database
App Server
Storage
Network
App 1
Server
OS
Database
App Server
Storage
Network
App 3
Force.com Data Architecture
Shared Metadata Cache
Bulk Processing Engine
Multi-Tenant-Aware Query Optimizer
Runtime Application Generator
Full-Text Search Engine
Real-time App Composition
Multi-Tenant Services
Flex Schema on Steroids: Everyone’s Data
Flex Column: Multiple Data Types
ID Tenant Data 2
1000001 Spotify €190
1000002 Spotify €250
1000003 Spotify €680
1000004 Spotify PSY
1000005 Spotify Nause
1000006 Spotify Stiftelsen
1000007 Dell Display
1000008 Dell Laptop
1000009 Dell Server
ID Data 1 Data 2
10002 unus erat toto naturae
10003 vultus in orbe
10004 quem dixere Chaeos
10005 rudis Indigestaque
10006 meis Perpetuum
10007 deducite Temopra
10008 carmen Ante
10009 mare et terras
10010 tegit et quod
10011 omnia caelum
10012 unus erat toto
naturae
10013 vultus in orbe
10014 quem dixere chaeos
10015 rudis indigestaque
10016 meis perpetuum
10017 deducite temopra
10018 carmen ante
10019 mare et terras
10020 tegit et quod
10021 omnia caelum
10022 unus erat toto naturae
10023 vultus in orbe
10024 quem dixere chaeos
Flex Schema: Everyone’s Optimizations
Multi-Tenant Index Multi-Tenant Table
ID Tenant Data 2
1000001 Spotify €190
1000002 Spotify €250
1000003 Spotify €680
1000004 Spotify PSY
1000005 Spotify Nause
1000006 Spotify Stiftelsen
1000007 Dell Display
1000008 Dell Laptop
1000009 Dell Server
Tenant Text Number
Spotify €190
Spotify €250
Spotify €680
Spotify PSY
Spotify Nause
Spotify Stiftelsen
Dell Display
Dell Laptop
Dell Server
Redundant
Storage
Run pre-queries
Check user
Visibility
Check filter
selectivity
Write query-based
on results of pre-
queries
Execute query
User
Visibility
# of rows
that the
user can
access
=
Filter
Selectivity
How
specific
is this
filter?
=
Shared
Visibility
Shared
Indexes
ID Data 1 Data 2
10002 unus erat toto naturae
10003 vultus in orbe
10004 quem dixere chaeos
10005 rudis indigestaque
10006 meis perpetuum
10007 deducite temopra
10008 carmen ante
10009 mare et terras
10010 tegit et quod
10011 omnia caelum
10012 unus erat totonaturae
10013 vultus in orbe
10014 quem dixere chaeos
10015 rudis indigestaque
10016 meis perpetuum
10017 deducite temopra
10018 carmen ante
10019 mare et terras
10020 tegit et quod
10021 omnia caelum
10022 unus erat toto naturae
10023 vultus in orbe
10024 quem dixere chaeos
10025 rudis indigestaque
10026 meis perpetuum
10027 deducite temopra
10028 carmen ante
10029 mare et terras
10030 tegit et quod
10031 omnia caelum
10032 unus erat toto naturae
10033 vultus in orbe
ID Data 1 Data 2
10002 unus erat toto naturae
10003 vultus in orbe
10004 quem dixere chaeos
10005 rudis indigestaque
10006 meis perpetuum
10007 deducite temopra
10008 carmen ante
10009 mare et terras
10010 tegit et quod
10011 omnia caelum
10012 unus erat totonaturae
10013 vultus in orbe
10014 quem dixere chaeos
10015 rudis indigestaque
10016 meis perpetuum
10017 deducite temopra
10018 carmen ante
10019 mare et terras
10020 tegit et quod
10021 omnia caelum
10022 unus erat toto naturae
10023 vultus in orbe
10024 quem dixere chaeos
10025 rudis indigestaque
10026 meis perpetuum
10027 deducite temopra
10028 carmen ante
10029 mare et terras
10030 tegit et quod
10031 omnia caelum
10032 unus erat toto naturae
10033 vultus in orbe
Stop
Go
Multi-Tenant
Optimizer
Statistics
Multi-Tenant Query Optimizer
For more information see
Whitepaper: The Force.com
Multitenant Architecture on
developer.force.com
Seamless Upgrades
and Continuous
Innovation
Versioning & Administrative
Control
The Multi-Tenant Challenge
Single Force.com Code Base
Single code base makes seamless upgrades necessary
Each Customer’s Metadata
100,000+ Customers
Seamless Upgrades
Each Customer’s Metadata
100,000+ Customers
API & Behavior Contract
Force.com
Version
N
Force.com
Version
N+1
Force.com
Version
N+2
… …
Well-defined contract shields applications from platform changes
Force.com
Platform
Force.com
Application
Thou shall not change
Schema Shape
API Shape
Runtime Behavior – API, Apex, Visualforce
All new features for the API, Apex and Visualforce are
versioned and thereby isolate changes
The Multi-Tenant API Contract
Seamless Upgrades = Continuous Innovation
39 Major Releases
Every Customization &
Integration Automatically
Upgraded
Always have the Latest
Innovations & Technology
Painless, No Hassle
Upgrades
...
Daily Scrum
Meeting
Sprint Review: Demo
Potentially Release-able
New Functionality
Product
Backlog
Sprint
Backlog
1 month sprints, 4 month release cycles
Agile Helps Us Respond and Deliver Quickly
Developer Productivity
Application Frameworks
Cost ½ the cost
$560K average savings per app
Speed 5x faster overall
2.5x faster integration
Quality 97% reduction in downtime
60% less help desk calls
The IDC and other studies are available at http://www.salesforce.com/platform/tco/
Why are companies adopting Force.com?
We Built the Platform for the Cloud
YOU
get to focus on
innovation
We do
Infrastructure
Services
We do
Application
Services
We do
Operations
Services
Build your data model
Build your business logic
Build your user interface
Network
Storage
Operating System
Database
App Server
Web Server
Data Center
Security
Sharing
Integration
Customization
Web Services
API
Multi-Language
Authentication
Availability
Monitoring
Patch Mgmt
Upgrades
Backup
NOC
Force.com allowed us to create and deliver a total of 14
applications – all without the expense and hassles of
traditional application development.
“
”
Multi-Device End User
Administration
Access Control
& Audits
Database
Multi-Language Multi-
Currency
Web
Services API Reporting &
Analytics
Workflow
Engine
Forms & Page
Layout Editor
A B D
C
80%
Clicks
20%
Code
Why is Force.com So Much Faster? Pre-built, tested, integrated components drive developer productivity
Faster, More Scalable
Over Time
Modular Architecture &
Continuous Refactoring
Object Count (25.3B)
123% Y/Y Growth
Lines of Code Apex: 240% Y/Y Growth (950M lines)
Visualforce: 200% Y/Y Growth (2.5M pages)
Average page time
FY10: 311ms, FY11: 293ms
Transactions (53.7B)
60% Y/Y Growth
Highest Levels of Scalability and Performance
Skinny Tables & Custom Indexes
Name Address 1 ST Comments SUM
John 1 Terracotta Ln CA Need follow up here. 500
John 1 Terracotta Ln CA Need follow up here. 500
John 1 Terracotta Ln CA Need follow up here. 500
John 1 Terracotta Ln CA Need follow up here. 500
John 1 Terracotta Ln CA Need follow up here. 500
John 1 Terracotta Ln CA Need follow up here. 500
John 1 Terracotta Ln CA Need follow up here. 500
Name ST SUM
John CA 500
John CA 500
John CA 500
John CA 500
John CA 500
John CA 500
John CA 500
Base Table Skinny Table
Few
Rows
per
Fetch
More
Rows
Per
Fetch
Reporting Engine
Pivot Tables for Faster Queries Against Very Large Tables
Skinny Tables for reporting and
aggregation
Custom Indexes for selective
queries
Managed by Salesforce.com,
transparent to users
2-10X faster performance
Batch & Scheduled Logic
Supports complex logic on very
large datasets
Scalable, robust, asynchronous
execution platform
Scheduled or programmatically
executed
Eliminate ‘data processing’
integrations
Data cleansing, augmentation
Automated batch process
Run Logic on Millions of Rows of Data
Client Processing
Thread
Processing
Thread
Processing
Servers
Job
Data batch
Data batch
Data batch
Data batch
Results
Results
Results
Dequeue batch
from job
Insert or update
records
Save results to
job
Send all data to
server in large
batches
Check Status
Retrieve Results
Bulk Load API
Results
Upload Data 10x Faster, > 5 Million Rows Per Hour
Instant Capacity &
High Availability
Best of Breed Datacenters
Trusted Security
World-class security specs
SSAE 16/ISAE 3402 SOC-1 and
SysTrust Certified
ISO 27001 Certified
Secure point-to-point data
replication
Secure custody of customer
data and backups
Fully Mirrored Cloud Computing Infrastructure
Maximum Uptime & Performance
Carrier neutral network strategy
No single points of failure
Carrier level scalability
Extensive use of high availability
server and network technologies
Unmatched Reliability
5 mirrored production data centers
plus a production-class lab facility
Near real time replication
between facilities
Validated disaster recovery
MPLS based backbone
Continued Investments. Unparalleled Confidence.
Pod Architecture
Network
Services
Storage
Services
Backup
Services
Monitoring
Services
NA0 Pod
NA1 Pod
NA2 Pod
NA3 Pod
NA4 Pod
NA5 Pod
EMEA Pod
APAC Pod
Sandbox Pod
EMEA2 Pod
NA6 Pod
NA7 Pod
“N” Pod
Threshold User Capacity = Add a POD
Availability, Horizontal Scale, and Future Growth
Real-Time, Transparent System Status
Live System Status
Security Best Practices
Historical Performance
More Secure Over Time
Transparency and Trust
APPLICATION
• All passwords encrypted
• Highly secure session key management
• Multi-tenant Data Access Controls
• Application self-monitors for security violations
FIREWALL
• Tightly controlled
perimeter firewalls
• Intrusion detection
• Proactive log monitoring
INTERNET
• 128-bit SSL for every transaction
• Verisign Certificates
PHYSICAL
• Completely secure hosting center
• 24x7 on-site security guards
• Biometric access screening
• Escort controlled access
• 400+ cameras
CORPORATE
• Salesforce has no access to
end-user passwords or rights
to view your data
USER
• Password Policies
• Access Restrictions
• Logon Audit Trail
• Data Sharing Model
• Field Level Security
NETWORK / HOST
• Minimal routable IPs
• Hardened Operating Systems
• Secure Services
Security Overview A Multi-tier Security Model
Security Audits
SSAE 16/ISAE 3402 SOC-1 & SOC-3 compliant
SSAE 16/ISAE 3402 (was SAS 70) is an auditing standard
developed by the American Institute of Certified Public
Accountants (AICPA) to evaluate the internal controls of a service
provider.
Systrust
Effectiveness of controls relating to security, availability, integrity,
privacy and confidentiality
ISO 27001 Certification
International standard specifying requirements for establishing,
implementing, operating, monitoring, reviewing, maintaining and
improving a documented Information Security Management
System
DEMO
Leading Cloud Platform for Social and Mobile
Consumer Apps
Leading Cloud Platform for Social and Mobile
Consumer Apps
Loved by Developers
Millions of Apps
Chosen by Startups Trusted by Major Brands
Heroku Helps Deliver Applications Quickly
Develop
Polyglot,
Forget about Servers,
Continuous
Integration
Deploy within
seconds,
No perceived
downtime for users
Scale rapidly,
Deploy once
Scale Deploy
Heroku Provides a Complete Platform for
Consumer Social Applications
Open Social &
Mobile
Extensible Real-time Continuous
Delivery
Instant Deployment Instant Scale Full Visibility
Proven Scale Twitter,
Facebook Integration
Flexible model adapts to new
social architecture
Open Languages Open Frameworks
Full Portability
Add-on ecosystem Complete API
“Heroku lets us focus 100% on the quality, creativity and immersion
of our brand experiences.”
– Philip Bjerknes, Digital Director for Ann Taylor Social Engagement
Use the right tool for the job
No stack upgrades or patch
management needed
Fully portable, move anywhere
Always running on the most
secure and reliable stack
Choice to leverage managed
stacks or roll your own with
custom build packs
Open Choice of Developer Languages
Facebook applications with Heroku
First and only application hosting provider
Scale quickly to support viral applications
Low-cost, fail cheaply approach to creating a portfolio
of innovative social applications
Multiple Development Environments
Environments do not get
out of sync
Manage differences
between environments
with configuration files,
not code
Control who can push code
where (e.g. only QA can
push to production)
$ git push staging master
-----> Heroku receiving push
-----> Rails app detected
-----> Compiled slug size is 8.0MB
-----> Launching... done, v1
http://staging.myappname.com
deployed to Heroku
$ git push production master
-----> Heroku receiving push
-----> Rails app detected
-----> Compiled slug size is 8.0MB
-----> Launching... done, v1
http://www.myappname.com deployed to
Heroku
Develop
Testing/QA
Live
Monitor Your Applications
View log stream with
heroku logs or Loggly
add-on
Monitor performance with
New Relic add-on
Get alerts based on events
or performance
thresholds
$ heroku logs
2012-05-03T16:30:42+00:00
heroku[web.1]: State changed from
created to starting
2012-05-03T16:30:49+00:00
heroku[web.1]: Starting process with
command `java -Xmx384m -Xss512k
-XX:+UseCompressedOops
-Dspring.profiles.active=prod -jar
target/dependency/webapp-runner.jar
Scale Rapidly
Single command/click
scaling up and down
No additional scripting
No perceived downtime
Scale from your mobile
device with Nezumi*
$ heroku ps:scale web=10 worker=5
Scaling web processes... done, now
running 10
Scaling worker processes... done,
now running 5
* Third-party app available for an additional fee
$ heroku ps:scale web=10 worker=5
Scaling web processes... done, now
running 10
Scaling worker processes... done,
now running 5
Manage Your Applications
Manage applications
through command line,
web interface, or mobile
device with Nezumi*
* Third-party app available for an additional fee
$ heroku apps
vivid-sword-480
quiet-moon-150
growing-wind-616
cirrusevents
warm-stone-8544
Customer Success
Customer Engagement is Evolving
5 Years Ago
Static, Passive Marketing
Today
Relevant, Active Marketing
Asics “Support your Marathoner” Site
Supporters created 19,000 Messages and
2,000 personalized videos from 17
countries
Viewed by marathoners as they run
No Overhead of server setup and
configuration on Heroku
Less than 3 weeks to push Site into
Production
Chrysler Super Bowl Campaign
halftimeinamerica
1.2M People Accessed Chrysler’s Site Immediately
after the Super Bowl
4 Changes Were Made During the Next 2 Hours
Web Team Dynamically Scaled Dynos to Ensure
Smooth Uninterrupted Service
Sites from 2 Other Large Advertisers Were
Overwhelmed Post-Game and Crashed
Largest TV Station in
Sweden
TV4 ‘play’ runs entirely
on Heroku
7 developers, one CTO
~3MM hits per week
(depending on shows)
TV4.se Sweden