1. iTricity Group
iTricity Technology
iTricity Group
iTricity Services
iTricity Centers
iTricity Solutions Software as a Service
iTricity Infrastructure Managed Operations
Cloud Technology
Datacenters
V8.2 – Nov’09

2. IT as electricity
Compliant Cloud Computing
for
Enterprise Customers
Power by the Hour
Date : 24-Feb-10
Page : 2

3. Our Offerings
Advise and training for implementation of cloud
advice computing services / Cloud Scourcing
centers datacenter- and network services
technology Cloud Computing technology servers, storage,
networks, etc
Management Services, availability, security, compliance,
services continuity, performance and capacity management
solutions Application Management based on pay-per-use (SaaS)
finance (re) financing, purchase, brokerage
Date : 24-Feb-10
Page : 3

4. Providing “IT as electricity”
Customerbase
Enterprise customers (IT departments)
SMB market (IT departments combined with xSP / ISV)
System Integrators (SI)
Service Providers (xSP)
Software Resellers (ISV)
Advantages for our customers
Dynamic growth of IT supply in line with business demands
Public Clouds Shared environment with standard SLA
Private Clouds Infrastructure within the security boundaries of the customers
implemented on own environment
Compliant Clouds Highly Secured dynamic infrastructure with 24x7 service organization
specialized in compliance offerings
Date : 24-Feb-10
Page : 4

5. Cloud Computing Center using IBM Blue Cloud Technology™
UK
Hursley
Netherlands
US Amsterdam China
Beijing Korea
Seattle Ireland Seoul
Dublin
US US
Silicon Valley Atlanta
China
Wuxi
India
Bangalore
Brazil
São Paulo
Hanoi
Vietnam
South Africa
Johannesburg
IBM Cloud Centers
iTricity Centers, using IBM Blue Cloud technology
Date : 24-Feb-10
Page : 5

6. iTricity Pricing Model
A Project cost
Based on environment
B Subscription / fixed fee (small / medium / large customers)
Based on availability, security, continuity requirements
C Unit Price based on Usage, period of agreement and (system) management intensity
24 months
12 months
36 months
48 months
60 months
6 months
1 month
3 month
1 week
1 day
Based on length of the agreement
0%
-40%
+10%
+20% -35%
+30% -30%
+40% -20%
+50% -10%
Date : 24-Feb-10
Page : 6

7. Fluctuating IT needs
Loss of Value Loss of Revenue
€ under under
dimensioned dimensioned
Over Over
dimensioned dimensioned
YOUR INFRASTRUCTURE
Business Capacity
Required Capacity
Date : 24-Feb-10
Page : 7

8. iTricity - “IT as electricity”
Cloud Subscription Usage Based Billing
License (12-60 months) (day, week, month)
• security management • capacity management
• availability management • performance management
• continuity management Cloud
• accessibility
• compliance
Cloud Usage
Design Profile pay per cloud instance
pay per Gb storage
fixed monthly fee pay per Mbs
€ €
Date : 24-Feb-10
Page : 8

9. Essentials of Cloud Computing
Traditional Provisioning
Project 1 Project 2 Project 2
Project 1
Project 3
Project 4
Project 3 Project 4
Provisioning
Date : 24-Feb-10
Page : 9

10. Essentials of Cloud Computing
Provisioning Cloud
Project 2 Project 2
Project 1 Project 1
Project 3 Project 3
Project 4 Project 4
Provisioning
Provisioning
Network
Connected
Date : 24-Feb-10
Page : 10

11. Essentials of Cloud Computing
managed
Cloud Customer
metering
Project 2
billing
Project 1
Project 3
OPEX
Project 4 central DC
DR
Private / Public
Provisioning
Security
Network Up / Down
Connected
PPU
Date : 24-Feb-10
Page : 11

12. Cloud Computing Architecture
Identity
FW / LB
Policies
Applications
Servers
Storage
Networks
Datacenters
DR
Archives
Date : 24-Feb-10
Page : 12

13. Building an iTricity Cloud Computing Environment
Basic Contract
Cloud Datacenter Node™ Basic Cloud Capacity
On Site infrastructure
Cloud Satellite™ On Site Cloud Infrastructure
Connection infrastructure
Cloud Bridge™ Connection with existing compute environment
Date : 24-Feb-10
Page : 13

14. IBM Cloud Provisioning
Date : 24-Feb-10
Page : 14

15. iTricity Cloud Computing (Datacenter Node)
Customer Central
Premises Datacenter
network
@
customer
iTricity
Resource
VPN network
>>
>>
>>
>>
>>
>>
>
>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>
network network network
BLADES BLADES BLADES
Status : STORAGE STORAGE STORAGE
ACTIVE PIEK
PASSIVE DR
Date : 24-Feb-10
Page : 15

16. iTricity Cloud Computing (Satellite Node)
Customer Central
Premises Datacenter
network
@
customer
BLADES iTricity
Resource
STORAGE
VPN network
>>
>>
>>
>>
>>
>>
>
>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>
network network network
BLADES BLADES BLADES
Status :
@
STORAGE STORAGE STORAGE
ACTIVE PIEK
PASSIVE DR
Date : 24-Feb-10
Page : 16

17. iTricity Cloud Bridge™ (Hybrid Configuration)
Traditional Central
Infrastructure Datacenter
fw network
iTricity
Resource
MPLS network
STORAGE STORAGE
>>>>>>>>> >>>>>>>>>
network network network
OnDemand
Provisioning
BLADES BLADES BLADES
Portal
Billing
>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>
STORAGE STORAGE STORAGE
Cloud Computing
Date : 24-Feb-10
Page : 17

18. iTricity Cloud Hypervisor™ (Virtualizing the cloud)
Customer premises or Central
datacenter Datacenter
fw network
load
iTricity
Resource
MPLS network
STORAGE STORAGE
>>>>>>>>> >>>>>>>>>
network network network
OnDemand
Provisioning
BLADES BLADES BLADES
Portal
Billing
>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>
STORAGE STORAGE STORAGE
Cloud Computing
Date : 24-Feb-10
Page : 18

19. iTricity Cloud Trader™ (Sharing the Cloud)
Central
Customer customer Datacenter
premises
Other users
IT TRADING
<<< €0.20 pull
fw network €0.10 push >>>
iTricity
Resource
VPN network
STORAGE STORAGE
>>>>>>>>> >>>>>>>>>
network network network
OnDemand
Provisioning
BLADES BLADES BLADES
Portal
Billing
>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>
STORAGE STORAGE STORAGE
Cloud Computing
Date : 24-Feb-10
Page : 19

20. Cloud Cell on customer premise
Network System Virtualisation / Hypervisors
- MPLS - VMware / ESX
- LAN - Microsoft Hyper-V
- Management - Xen Virtualization
- Firewalls - IBM Hypervisor (VIO)
- Load balancers
Operating Systems
- Windows, Linux, AIX
Internal and External Network
Blades / Server System - Virtual Firewall / Virtual LANs / Load Balancing
BladeCenter
- MPLS Routing capabilities
- H-chassis
- P-blades (power6)
IBM Cloud Computing
- X-blades (x86/AMD)
1 2 3 4 5 6 7 8 9 10 11 12 13 14
- Tivoli Provisioning Manager
- Tivoli Monitoring & Resource Management
- Tivoli Service Automation Management (TSAM)
Storage System IBM Blade Systems / System Modular
- Single or Dual Head - AIX P-blades / Intel / AMD blades
- NAS or SAN
- FC / SAS / SATA IBM N-series Storage
- 7 layer Multi Tier storage based on OnTap
- iSCSI, NFS, FCP
- FC / SAS / SATA Disk Technology
- SnapMirror, SnapVault, SnapLock, SnapClone
Date : 24-Feb-10
Page : 20

21. Cloud Cells vs Traditional Racks
• Prewired
• IT Resources have a logical function
• Higher Density
B a deC enter
l B l deC enter
a
• Easy to free up unused resources
1 2 3 4 5 6 7 8 9 10 11 12 13 14 1 2 3 4 5 6 7 8 9 10 11 12 13 14
• More complex software
• Less complex cabling
• More complex if malfunctioning
7 F
2 7 F
2 72F 7F
2 7 F
2 7 F
2 72F 7 F
2 7 F
2 72F 7F
2 7 F
2 72F 7F
2 7 F
2 7 F
2 72F 7F
2 7 F
2 7 F
2 72F 7 F
2 7 F
2 72F 7F
2 7 F
2 72F 7F
2
Virtual Circuits • Less space
• Wired for special purpose
• IT Resources have a specific function
• Lower Density
• Difficult to free up unused resources
• Less complex software
• More complex cabling
Physical Circuits • More space
Date : 24-Feb-10
Page : 21

22. Public Cloud Computing (tuned for special purposes)
Storage
Storage WebHosting
WebHosting
Cloud
Cloud Cloud
Cloud
Development
Development Calculation
Calculation
Cloud
Cloud Cloud
Cloud
“IBM’s Blue Gene
“IBM’s Blue Gene
Computing”
Computing”
Testing
Testing
Cloud
Cloud Transaction
Transaction
Cloud
Cloud
SOC NOC OCC
Intrusion Security Applications Delivery 24x7 Service Desk
Compliance Network Load balancing Performance
Identity Firewalls Availability
Date : 24-Feb-10
Page : 22

23. Compliant Cloud Computing (managed under special regulations)
BASEL-II
BASEL-II
SOX
SOX Health
Health
Care
Care
BASEL-II
BASEL-II ISO27001
ISO27001
Risk profile
Cobit Controls
SOC NOC OCC
Control Objective
Based
Operations Intrusion Security Applications Delivery 24x7 Service Desk
Compliance Network Load balancing Performance
reporting Identity Firewalls Availability
Date : 24-Feb-10
Page : 23

24. Private Cloud Computing (isolated for special customers)
Customer
Customer
Internal 33
Internal Customer
Customer
Customer
Customer 44
22
Internal
Internal Customer
Customer Customer
Customer 55
11
SOC NOC OCC
Intrusion Security Applications Delivery 24x7 Service Desk
Compliance Network Load balancing Performance
Identity Firewalls Availability
Date : 24-Feb-10
Page : 24

25. Billing Models
Credit Card Payment / P-PAL for OnDemand Users - consumer market
Tier 1 designs only
Simple purchase of capacity (CPU hour, Storage and GB)
Contract ends after return of virtual machines
Client Subscription Agreement – corporate market
Client Subscription - Monthly Payment
Power by the hour - Payment based on usage type of Cloud Instance
Company Cloud Agreement
Resource Cell on customer premises, connected Cloud Resource Network
IT Department can allocate Compute Instances to internal department
Payment on basis of actual usage of the cell
Date : 24-Feb-10
Page : 25

26. Customer Case 1 : Sportlink / KNVB
Profile
Servicing 7500 sportclubs, 4 sportbonden (tennisbond, voetbalbond en judobond)
Requirements
Seasonal Capacity (summer, winter, spring) 70%-80% more
Weekend Capacity (Friday-Sunday) 90% more
Rapid expansion of new members
Undefined Expectation of future growth
Digital Contest Form for all sportclubs >>>>>>>>>
network network
Offered Solution
BLADES BLADES
Fixed baseline in Active Active Mode
Upscale Capacity On Demand STORAGE STORAGE
Sync Storage in 2 datacenters
Date : 24-Feb-10
Page : 26

27. SaaS solutions for ISV’s
IDENTITY MANAGEMENT
iTricity
VPN / @ ACCESS
+ ISV :
APPLICATIONS Software
Integration
Software Maintenance
MIDDLEWARE + + +
as Helpdesk
a Support METERING FINANCING BILLING
Service
MANAGED SERVICES
iTricity
(CLOUD) INFRASTRUCTURE
DATACENTERS
NETWORK BACKBONE
Date : 24-Feb-10
Page : 27

28. Reservation Models / Power by the Hour
Fixed amount per reservation,
– “I need 6 x Compute Instances for the next 6 months”
Schedule Based via IT Resource Planning Tool
– “I need every last week op the month 30% more compute power to run my payroll system”
Resource Based (>80% CPU load > 5 min : >> provision)
– “if for the last 5 minutes, the CPU is more than 80% busy, please add 30% more capacity”
Hypervisor Based
– “Please find free compute capability to run this task on another Cloud System”
Trader Based
– “If the capacity on our private cloud is unused, please trade this capacity of €0,10 per
Compute Instance”
Date : 24-Feb-10
Page : 28

29. iTricity Cloud Center : ParcCenters®
Outside world
ss
ce
d ac
lle
n tro
co
Base plate
Date : 24-Feb-10
Page : 29

30. Date : 24-Feb-10
Page : 30

31. ParcCenter® = 4th Utility Center
Building Building
EE Electricity
A N
EE EE
WWWW Water
WW W W WW W W
G G
G Gas I I
I I I IT
WW WW
Date : 24-Feb-10
Page : 31

32. 4 x Utilities
E kWh
EE
kWh – nonstop
W Water – Consumption
WWWW
W Water – Cold
Water – Hot
Water – Gray
Water – Used
G
Gas Gas for boilers
IT Data
I I I Voice
Video
Date : 24-Feb-10
Page : 32

33. Schematic Design
To Parc
Date : 24-Feb-10
Page : 33

34. ParcCenter® Characteristics
Koelwand Koelwand
Breedte: 35*0.4=14m
trace van buiten
2x12A 3x64A 3x64A 3x64A 3x64A 3x64A 3x64A
2,7KW 14,7KW
IS R A
CORE
=tracee van buiten
Koelwand Koelwand
section A B C D E F
Date : 24-Feb-10
Page : 34

35. ParcCenter® characteristics
Per DataCenter
3 floors a 456 m2 / total floor : 1.500m2
9MVA Datacenter
215 racks per floor / 645 total per datacenter ~ 12.3kVA / rack
Multi-Tier Center (Tier 0,1,2,3+,4)
Per rack (max 14,5kW)
virtualised MPLS based network
4 BladeCenters per rack 56 server / 448 cores
8 Shelves + storage cluster per rack 33Tb gross FC storage
224Tb gross SATA storage
Date : 24-Feb-10
Page : 35

36. Providing Multi-Tier Power
busbars
Tier Classification
Tier 0 : PC1[C] A
B
Tier 1 : PC1[B] C
Tier 2 : PC1[A]
Tier 3+ : PC1[A+B] Max 3 x 64A per rack
Tier 4 : PC1[B]+PC2[B]
Tier 4+ : PC1[A]+PC2[A]
Power Schemes
PC1[A] : UPS+NSA (N+1)
Blad eCe nte r Blad eCe nte r Blad eCe nte r Blad eCe nte r Blad eCe nte r
1 2 3 4 5 6 7 8 9 10 11 12 13 14 1 2 3 4 5 6 7 8 9 10 11 12 13 14 1 2 3 4 5 6 7 8 9 10 11 12 13 14 1 2 3 4 5 6 7 8 9 10 11 12 13 14 1 2 3 4 5 6 7 8 9 10 11 12 13 14
PC1[B] : UPS+NSA (N)
PC1[C] : Direct Feed
NB. PC = ParcCenter
Date : 24-Feb-10
Page : 36

37. iTricity Virtual Datacenter
client
VIRTUAL OPERATION
AT TWO OR MORE DATA CENTRES
Max 50 KM
Active Mode Sleep Mode
UPS UPS
= =
30 sec 30 sec
network FIBRE CONNECTION network
storage storage
Date : 24-Feb-10
Page : 37

38. iTricity ParcCenters®
Search
Research
Planning phase
Preparation / Build phase
Date : 24-Feb-10
Page : 38

39. Virtual Datacenter/Network Operations
Operations
Control Center
Netherlands
Oude Meer Frankfurt Amsterdam Schipholrijk Amsterdam Customer
(KPN) (Telecity) Global Crossing (InterXion) (euNetworks) Premisses
Haarlem Amsterdam Amsterdam
(KPN) (Telecity) Global Switch
Date : 24-Feb-10
Page : 39

40. MPLS based infrastructure
Global Crossing
Global Switch euNetworks
KPN
Haarlem
AMS-IX TeleCity
Frankfurt
TeleCity
KPN
customer
Oude Meer
premises
KPN
Aalsmeer
MPLS
fiberring
Date : 24-Feb-10
Page : 40

41. Thank you for your attention
R.E. Rosier
Chief Executive Officer
iTricity
Fokkerweg 300
Building 59-VI
1438 AN Oude Meer
robert.rosier@itricity.nl
www.iTricity.nl
Date : 24-Feb-10
Page : 41