social media, cloud computing and architecture

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Slides for a guest lecture on the impact of social media and cloud computing on system architecture. Key is the crown model which enables you to personalize your offerings while still using the 'comply' layer with enterprise applications.

TRANSCRIPT

  • 1.

2.

  • It is not the strongest of the species that survives, nor the most intelligent that survives. It is the one that is the most adaptable to change.

3. SaaS vs. IaaS vs. PaaS

  • Software as a Service (SaaS) : Complete application systems delivered over the Internet on some form of "on-demand" billing system:Salesforce.com, Google Apps
  • Platform as a Service (PaaS) : Development platforms and middleware systems hosted by the vendor, allowing developers to simply code and deploy without directly interacting with underlying infrastructure:Google AppEngine, Microsoft Azure, Force.com
  • Infrastructure as a Service (IaaS) : Raw infrastructure, such as servers and storage, is provided from the vendor premises directly as an on-demand service:Amazon Web Services, GoGrid

4. Imagine Monday: 25 000 users Tuesday: 50 000 users Thursday: 250 000 users 5. Imagine Monday: 50-100 servers Tuesday: 400 servers Wednesday: 900 servers Friday: 3400 servers 6. 7. Cloud Power Animoto and Amazon EC2 Number of EC2 Instances 4/12/2008 Launch of Facebook modification. Amazon EC2 easily scaled upanddown to handle additional traffic Peak of 5000 instances 4/14/2008 4/15/2008 4/16/2008 4/18/2008 4/19/2008 4/20/2008 4/17/2008 4/13/2008 Steady state of ~40 instances 8. 4 TB Data 100 Nodes 11 Million PDFs 100 instances x24 hours x$0.10 / Hr =$240 9. 10. The Internet and its attendant array of consumerdevices, networks and content sources have fundamentallychanged how customers, employees andpartners expect to interact with the enterprise(Gartner CIO survey 2008/2009). 11. 12. The switch Publishing is complex and limited to few traditional media and online merchants Value is created by aggregating content (portals) Easy and free publication for all Value is generated by tools allowing to publish easily Mainly narrow band Mainly Broadband 2004 2005 Traditional media Alternative media Google search Flickr Wikipedia netvibes Web 1.0 Web 2.0 Broadband is (becoming) a right in Spain and Finland 13. Technology and social factors have converged over the past few years to create a phenomenon called social computing

  • TECHNOLOGY
  • Cheap hardware and software reach the masses.
  • Simple devices that anyone can operate.
  • SOCIAL CHANGE
  • Consumers look for cost and time efficient technologies, ways to make their voices heard.
  • Younger techno savvy generations pioneer the use of personal networks and viral communication.

Source: Forrester (2006) Social Computing. 14. Internet statistics

  • 100 billion clicks per day
  • 55 trillion links
  • It uses 5% of the global electricity
  • 2 million emails per second
  • 1 million IM messages per second
  • 8 terabytes per seconde traffic
  • 65 billion phone calls per year

15. Social Media statistics

  • 20 hours of video uploaded every minute onto YouTube
  • Facebook 600k new members per day
  • 900.000 blogs posts put up every day
  • Second Life 250k virtual goods made daily
  • 700 million photos per day on Facebook
  • Twitter 18 million new users per year
  • 4 million tweets sent daily
  • 1250 text messages per second

16. 17. 18. 19. 20. 21. This is your new intranet 22. Identity? Facebook Connect! Its the social graph that counts! 23. The Perfect Storm has changed Business Focus

  • Business has been hit successively with;
  • The Credit Crunch
  • Globalisation of Competition
  • Commoditisation ofkey Activities
  • Customisation requirements for Products
  • Expectations for new levels of online Services
  • and then there is the Technology impacts around;
  • The Ubiquitous Connectivity
  • Social Collaboration and Networks
  • The arrival of The Cloud
  • etc ..
  • So how do we Harness the forces of Change?

24. NEW ORGANISATIONAL PARADIGMS HOW BUSINESS TECHNOLOGY IS CHANGING COMPANIES SOCIAL(ISM)? COMMUNAL ASPECTS OF DIGITAL CULTURE TECHNOLOGY FUELED CHANGE THE FUTURE OF PRODUCT AND SERVICE MARKETING & SALES 25. So its not just Traditional IT; there are new technologies too People Internal External Applications Computers Web Services 26. 27. Areas where traditional EA models often struggle

  • Dont respond to change quickly enough
  • Arent aligned with current business reality
  • Lack of focus on driving consumption (or networkeffects)
  • Too centralized and isolated
  • Expensive and resource-intensive
  • Overengineered in the wrong places
  • Excessivelyconstraining.

28. The architecture stack is bigger now 29. 30. Capgeminis Crown model Pressure for Business Change Pressure for IT Stability Comply The Enterprise Transactions and Data; ERP and Legacy Applications Organize The use of SOA to achieve cohesive executions Differentiate A Business Managers Customizable Solution Personalize An Individuals use of the capabilities of Web 2.0 31. A Services Governance Model with the Business! Business and Technology Architecture Governance Model Personalise An Individuals capability to choose their experience in how they wish to Interact and collaborate Differentiate A Managers capability to build locally unique differentiating capabilities both externally and internally Organise (SOA) Common, shared core processes that support each differentiated offer above, and connect to transactional IT applications below Comply (ERP, etc.) Traditional Enterprise Applications with organised procedures and data integrity, keeping compliant business results Loose Coupled BusinessTechnology SOA the coupling layerbetween both Tight Coupled Information Technology 32. There is an Interesting Inversion in this Business and Technology Architecture Governance Model Personalise An Individuals capability to choose their experience in how they wish to Interact and collaborate Differentiate A Managers capability to build locally unique differentiating capabilities both externally and internally Organise (SOA) Common, shared core processes that support each differentiated offer above, and connect to transactional IT applications below Comply (ERP, etc.) Traditional Enterprise Applications with organised procedures and data integrity, keeping compliant business results Loose Coupled BusinessTechnology SOA the coupling layerbetween both Tight Coupled Information Technology Cost or Value? $1 $2 $3 Margin $1 $2 $3 Revenue 33. What the heckareMashups? Anenterprise mashupis a custom application rapidly assembled by (or in close collaboration with) business users in short timescales to meet immediate business needs.Typically, they combine data, functionality or processes from multiple existing internal or external IT assets to create innovative business value. An enterprisemashup platformis software infrastructure that provides tools to rapidly assemble widgets in a visual environment thereby allowing easy combination of data, functionality and processes, even by business users. 34. 35. Impacts on the business operating modelInfrastructure-as-a-Service (IaaS) Platform-as-a-Service (PaaS) Software-as-a-Service (SaaS) Business Process Outsourcing (BPO) Internal Software + Service & traditional outsourcing E.g. Finance BPO, Payroll Their people, process, application, platform + Infrastructure E.g. Salesforce.com, Google Apps Their application, platform & Infrastructure Yourpeople, process and operation E.g.Force.com, Gigaspaces & Appistry Their platform & Infrastructure Your application, people & process E.g. Amazon Web Services Their infrastructure, operations & support Your application, platform & processes You own everything Infrastructure, platform, apps & process. Contract parts of activities to partners Commoditisation Degree of control A balance of Control and Standardization 36. Types of Multitenancy in the Cloud App App App Application Host In CloudIaaS / PaaS Create Own IP Version of App Multi-TenantReseller Model Resell Multiple Versions of IP App App Application Host In CloudIaaS / PaaS POC 1 App Latency Speed Response Multi-Tenant Infrastructure Sustain Model Move over Groups of Apps Applications & Infrastructure Maintenance Portfolio Assessment & Migration 37. Types of Multitenancy in the Cloud App Application Host In CloudSaaS Multiple Tenants Of the single Application PaaS APIMulti-Tenant Software Usage Model Multiple Tenant versions Meta Model conversion App App Application Host In CloudIaaS / PaaS Multi-Tenant Application instances Model Multiple OS VMIs of App 38. Transparency : the provisioning boundary shifts in the Cloud to a shared model increasing security needs Device NetworkIP/MAC Auth ID App OS Image Physical Server URL TCP/IP SaaS PaaS IaaS APaaS Provision level Abstraction Increased SharedExposure + Increased Physical Boundaries Domain ID 39. Monitoring becomes more important 40. What is your SLA

  • Using 5 services with a guaranteed uptime of 99% will result in a guaranteed uptime at your site of

95% 41. The Required FutureBusinessModel 42. The Architecture over a PaaS delivering by SaaS Degree of Ready Built PDFA 43. DOING BUSINESS IN A NEW WAY

  • Examples

44. Lego factory

  • Lego had traditionally been surrounded by a highly active constellation of Lego User Groups - fan commun

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