CloudOps Summit 2012, Frankfurt, 20.9.2012 Track 2 - Build and Run by Francesco Incorvaia, fluid Operations AG (@fluidops) http://cloudops.de/sprecher/#francescoincorvaia Find the video of this talk at http://youtu.be/Eb0HO0hi_jc

1. Strategic Importance of Semantic
Technologies as a Key Differentiator for
IT as a Service
“The Company is exploiting a niche in “This platform elevates fluidOps from “Another DevOps target is fluidOps, which
the marketplace where there is an application-aware infrastructure is taking its IaaS enablement play beyond
currently no other direct competition” manager (although it's certainly that) to SAP applications and users to provide agile,
a true cloud-enablement player” automated applications and cloud
infrastructure for more users”

2. Cloud Definition
Infrastructure
as a Service Desktop as a
Service
Platform as a
Service
Cloud describes the
concept to IT
infrastructure abstraction
Private Cloud Cloud describes the
concept of dynamically
adapting to needs
Storage as a
Service
IT is blurred and not
transparent from a user Request as a
perspective – Like a Service
“Cloud” Software as a
Service
Landscape as a Data as a
Service Service

3. Cloud – A New Era for the Business
Goal: IT as a Service
 Low cost
 High performance Cloud
Hybrid of
 High flexibility Private &
Public
Landscape as Service
Provider & In-
a Service house
Unix / Linux / Windows
Application Mgt. Intra Company
Service Portal
Automation Billing
Monitoring
Virtual Machine
Hypervisor Automated and dynamic
Blade Technology Software as a Service
Storage Technology Platform as a Service
Flexible Usage Infrastructure as a Service
Over commitment Volume / Perfor-
Hardware Complex mance limited
 n Systems / Instances Limited High manual Effort eCloudManager Positioning
Server Farm per Platform
Tranditional Adaptive Computing Virtualization Virtual Landscape Private Cloud Cloud Computing
Management Computing
2002 2014

4. BEFORE:
Administrative Silos
Storage Administrator
IT Management Today
Network Administrator
Server Administrator
Application Administrator
Business

5. NOW:
Cloud Practice
Storage
Administrator
Network
Administrator
Server IT
Administrator
Application
Hardware Experts
Administrator
Application Administrators
Business
IT Management with fluidOps

6. Enterprise Clouds Vision => eClouds
All resources of an adaptive, cloud-enabled IT environment can be set up,
monitored, and maintained from a single, unified, and intuitive
management console:
 Internal and external IT resources accessible across stack without vendor lock-in
 High degree of automation and IT provisioning at click of button on the level of enterprise
landscapes
 Internal portal of private/public IT services with e.g. pay-as-you-go cost models

7. eCloudManagerTM Product Suite
Semantic Cloud Computing for the Enterprise

8. Behind the Scenes ...

9. Semantic Technologies
Data from different providers (adapters)
 Different semantics (LUN, Datastore, Volume, Filesystem, Disk)
 Different primary keys (serial Number, WWN, moref)
 Incomplete Information (several providers needed to fill the object)
 Timing (order of data collection runs)
Solution
 S.P.O. Tuples (incl. User, Time, Origin)
Subject Object
Predicate
Examples
TestQA is of type Virtual Machine
TestQA has CPU Usage 65%
TestQA is managed by Peter
Peter is of type Person
Peter has responsibility Storage Admin

10. Informationsdatenbank auf Basis von
SPOs
Subject Object
Predicate
Object
Predicate
Object
Subject Subject
Object Object
Predicate Predicate Predicate
Object Object
Predicate Predicate
Object
Examples
Predicate
Object
• TestQA is of type Virtual Machine
Object
• TestQA has CPU Usage 65%
• TestQA is managed by Peter
• Peter is of type Person
• Peter has responsibility Storage Admin

11. Information from Different Sources is
Automatically Linked Together
Subjec Object Subjec
t t
Pre
dica
te
Object Object
Pre Pre
dica dica
te te
Subjec Subjec Object Subjec
t Object
t t
Pre Pre Pre Pre Pre
dica dica dica dica dica
te te te te te
Object Object Object
Pre Pre Pre
dica dica dica
te te te
Object Object
Pre Pre
dica dica
te te
Object Object
Object Object

12. fluidOps Solution
An example how to combine out of the box
Infrastructure-, Application- & IT-Service Management - Awareness

13. eCloudManager Platform
For Infrastructure For Infrastructure and Self Service access to For Business and all
Administrators Application Administrators IT as a Service IT roles and overlays
SOA Integration
to other tools
Unified API
In-Memory DB Workflows
Rule Engine ...
Provider Provider Provider Provider Provider Provider Provider
Storage Hypervisor Application Compute Network Public Cloud Business
Hardware Resources Resources

14. eCloudManager Platform – Interconnects
Protocols and APIs for the eCloudManager Providers (list not complete)
Blade as a NetApp * LibVirt*
Service* FAS Microsoft OpenStack* KVM*
SAP ACC* Cisco UCS vCloud Director Hyper-V*
SAP LVM Cluster Xen
HP C7000
EMC RUN HTTPS HTTPS HTTPS HTTPS HTTPS HTTPS
EMC ADM/2* Public Clouds*
SOAP
Microsoft Azure
HTTPS
Rest, XML API Rest, HTTP, Rest PowerShell,
Rest SSH
Amazon EC2
ZAPI WMI, CLI
CLI EMC Atmos
Rest, EC2Client
HTTPS, RMI,
SAP
HTTPS
(SAP NW ABAP +
RFC
RMI, RFC, Jco,
Java, Sybase JMX, DBMCLI
SOAP, SDK
VMware
Mobile, etc.) vSphere
SOAP, WMI, Rest, SSH, XML, Rest RMI, CLI, SMI-S SMI-S SMI-S, Rest, SSH, Rest SMI-S
RFC, WMI, CLI
REST, CLI CLI, DHSM XML, CLI, DHSM
HTTPS, RMI,
SMI-S
Storage
Exchange, Systems*
Oracle, HTTPS, CLI,
HTTPS HTTPS, SMI-S HTTPS, SMI-S HTTPS, SMI-S,
HTTPS HDS
DHSM CLI, DHSM
legacy Apps* IBM
EMC HP
EMC EMC EMC EMC EMC
Celerra Atmos Symmetrix CLARiiON VNX / VNXe VPLEX
VMAX/VMAXe
EMC VSPEX
All Vblock Types
* Beta of VCE Coalition

15. Unified Management of the Entire IT Stack
True IT as a Service

16. Manage Enterprise Application Landscapes
As A Single Entity
Virtual Landscape Concept
 A Virtual Landscape (VL) is an isolated, logical grouping of several VMs containing
connected applications which communicate with each other
 The Virtual Landscape Manager (VLM) is an appliance that comes as part of the
eCloudManager Enterprise Edition, and represents the central component of a Virtual
Landscape and manages the network and application layer
 eCloudManager Virtual Landscape Management Benefits:
 Zero configuration VLM with intelligent
DHCP and DNS without the need for
MAC address-based DHCP reservations
 Existing network setups can be cloned
and encapsulated
 Virtualized file and printer shares
 Cross-landscape connects
 SAP ACC integration
 Flexible access to VL: RDP, VNC, VPN,
Reverse Proxy, SAP Router, etc.

17. Charge back possibilities (selection)
Fully customizable cost formula with huge set of parameters from Infrastructure or Application:
 CPU and memory reservation and consumption
 Storage utilization and allocation (thin / thick)
 Guarantee of SLAs (availability, performance, …)
 Storage type
• NAS, SAN
• RDM (Raw Device Mapped LUNs), VMFS, NFS
• RAID Level
• SATA, FC, EFD
• iSCSI (1GB, 10GB), FC
 actual usage vs. allocated space
 amount of data written, read or deleted
 bandwidth usage
 other datacenter-relevant items, like compute resource usage, application performance,
 Location (Public cloud, private cloud, partner cloud)
 Uptime of VM, suspend time of VM, uptime of application
 Average response time of application
 Logon time of users to the application
 Additional services (installation, consulting, data import, backup, data shares)
 Usage tracking on each level and entity (storage, traffic, compute, contract agreements, SLAs, …)
 Cost calculation can be configured on each level (distributors, resellers and customers) and for every individual
 Costs can be aggregated for groups or individuals
 …

18. Hybrid Cloud Management
eCloudManager:
 Assess:
Ideal for Outsourcing / Data Center
Due Diligence
 Integrate:
Link IT to business data
 Analyze:
On demand dashboards
 Control:
Make cost of IT transparent
 Optimize:
Brokerage between private and
public resources
 Upsell:
On premise interface to public cloud
services

19. fluidOps Solutions
Semantic Master Data Management as base for a
transparant data center

20. Semantic Master Data Management
In many enterprises, data is scattered across different silos.
Our Semantic Master Data Management Platform brings together:
 various data formats
 various mechanisms for accessing different data types which requires a
large set of APIs
 data from various domains
 data sources which are partly overlapping, partly complementary
 redundant data items
 different IDs for the same resource which are used across different data
formats

21. Semantic Master Data Management
Phase 1 – Integration:
 Data integration in a central
repository via data providers
 Lift existing data sources to RDF
 RDF data integration into a central
repository
 Data alignment using a global
ontology
Phase 2 – Logical Mapping:
 Bring together entities from
different sources
 Generate a logical view and map
data items
 Identify and align equal data across
different data sources
 A logical mapping layer derives IDs
spanning different data sources

22. Benefits of the Semantic Master Data
Management in the Data Center Domain
 Seamless integration
creates
transparency
 Improve data quality
 Reuse data
 Discover redundancies
and
inconsistencies
 Ad hoc analysis
 Reduce time and
effort for search,
query and report
generation

23. Use Cases

24. Game Changers*
What if you could provision a complete, integrated
enterprise application landscape in 10 minutes?
What if that landscape were easily consumed in a self-
service portal by your private or public cloud
customers?
Compare …
 4-6 weeks average to provision enterprise systems at SAP customer sites
 1 week to resurrect a (successful) test landscape
 Gartner: 66% of IT spend on configuring & running system landscapes, not in supporting business
innovation or transforming the company
* Gartner asked: “Who is the next game changer?” and fluid Operations made the list for
‘SAP Ecosystem in 2010’

25. Customer Case Study
SAP Center of Excellence / Value Prototyping – eCloudManager Customer
Challenge:
 Needed a solution which would enable them to address the challenges
of managing various resource silos in their data centers
 Replicating customer environments consisting of multi‐tiered
multisystem SAP enterprise application landscapes in a rapid and
automated manner
“The eCloudManager full stack
monitoring and management feature
Why fluidOps: allowed us to detect infrastructure
 eCloudManager drives stack virtualization and delivers a one‐console failures affecting the applications, or
solution for private and public cloud management and monitoring, errors at the application level, before they
enabling simplified administration and increased IT efficiency
were discovered by the customer and
 Out-of-the-box Landscape as a Service solution integrates with
enterprise storage, hypervisors and enterprise application resources, before they could cause application or
and provides a unified view over data centers service downtime”
Results: - Ralf Lindenlaub
 fluidOps platform allowed the SAP CoE to deal with today’s cloud Senior Director, Infrastructure &
infrastructure challenges by integrating all silos in the SAP data center Technology
 eCloudManager has been in productive use at the SAP CoE in Germany SAP CoE / Value Prototyping
and the USA since 2008
 Managing thousands of compute cores and Petabytes of enterprise
storage from a single platform

26. Information Workbench at SAP Center of
Excellence/Value Prototyping
Support collaborative
operations management in
the data center
 Link business data to technical data
 Technical Documentation
 Analytics and Reporting
 Performance and Capacity Monitoring
 Responsibility Management
 Resource Management
 Change Management
 Technical Ticketing System

27. eCloudManager for SAP Applications
What
 Provides full control over the life cycle of your (SAP) enterprise application landscapes through
a single, unified, easy-to-use management console, delivering Landscape as a Service (LaaS)
 Application (VM) Templates for immediate application content or custom versioning
 Monitoring of all (SAP) enterprise application relevant systems based on data sources
Rapid provisioning, management and monitoring of
multi-tiered multi-system enterprise application landscapes
 Typical example: SAP ECC + BI +
Portal + Citrix access gateway
 Includes connections between systems
as well as user management; no post-provisioning
configuration needed
Landscape as a Service
 (SAP) enterprise application landscapes exposed to
business clients as Landscape as a Service
eCloudManager Dashboard View

28. eCloudManager for SAP Applications
Per client virtual application landscape (VL)
 Per client network access and traffic separation, firewall/router appliance
 Automated personalization of systems
SAP and non-SAP Monitoring
 Advanced monitoring and analysis including everything
managed within the SAP systems, e.g. CCMS
 All SAP and non-SAP instances across landscapes automatically detected
and monitored, no configuration necessary
 Event and notification system (E-mail, SMS, RSS),
customizable through standard rule language
Storage-assisted freeze, backup and recovery of
(SAP) enterprise application systems
within seconds
Full IT stack integration from storage to
hypervisor to application to end-user
Policies and Policy Editor

29. Customer Case Study
MvB Consulting, Member of Vision Consulting Group
Challenge:
 Platform which would enable MvB to provision and host their
customers’ application landscapes in hybrid cloud environments on-
demand, while maintaining control over costs and consumed
resources
 Data center resource integration and monitoring, and error handling
Why fluidOps: “eCloudManager has enabled us
 Hybrid cloud management and distribution of resources across private to easily provision productive
and public clouds based on SLAs
 Self-service provisioning of enterprise application landscapes environments for our customers,
 End-to-end data center monitoring, from storage to hypervisor to while still keeping costs under
application, including advanced SAP database monitoring
 Customizable rules and policies for data center-wide monitoring control. This has allowed us to
 Customizable cost calculation formula for a highly flexible pay-per-use
billing model
offer cost- and innovation-
oriented services.”
Results: - Martin vom Bruch
 Provisioning of enterprise landscapes within minutes and without any Managing Director MvB Consulting GmbH
post-provisioning effort in MvB’s private Xen cloud, with the option to
integrate public cloud resources on demand
 Maintain control over the complete lifecycle of enterprise applications
 Automated root cause analysis process and faster reaction to errors
 Detailed metering and billing reports for each user, cost transparency

30. Information Workbench at The BBC
 Support the Dynamic Semantic Publishing
Strategy for the 2012 Olympics site and
the BBC Sports site
 The Information Workbench supports the
editorial process – from authoring and
curation to publishing of ontology and
instance data following an editorial
workflow.
 The Information Workbench supports the
following specific authoring and publishing
steps:
• Automated generation of content from both
structured and unstructured data and
metadata.
• Content enrichment using metadata.
• User-friendly forms and auto-suggestion list
for easy editing of semantic metadata.
• Support for multi-level internal approval
processes.
• Semantic metadata processing for
automated publication.

31. eCM / IWB Platform & Solutions
Partner
FIN‘NAVI
Optique
Compliance
Solutions
… … Oracle
vniiaes.ru
Energy
IWB + eCM =
Data aaS & GovWild
DataOps
Platform
Virtualization & Linking Layer
Infrastructure Layer Data Layer
Resources
Netw.-Att. Storage Network Computing Resources Enterprise Data Sources Open Data Sources
Server Superdome Egenera

32. eCloudManager in a Nutshell
Semantic Integration Automation Service Definition Analytics Security Self-Service Portal Next Generation Data
Management
Unified API Automated, Template Library Historical data User management Multi-user
on-demand Management Architecture Integration &
Access to Provisioning Zone definition Role concept Collaboration
heterogeneous Search and One-click provisioning
Resources Policy engine for SLA definition Exploration Utilization monitoring BI & Analytics
error tracking Utilization and
Unified monitoring Resource reservation Collaborative Error and failure service availability Metadata
of resources Availability and management Documentation detection and Monitoring management
Monitoring Handling
Extendable provider Dashboards and Metering and billing Interactive visual
architecture Orchestration reporting Audit Log and Jobs exploration & search
workflows
Semantic Wiki-based
Authoring
Federated access
Enterprise Storage Network Virtual Compute Physical Compute Enterprise Application Big Data
Landscapes

33. THANK YOU!
Francesco Incorvaia
francesco.incorvaia@fluidops.com
Direct: +49 163 384 0909
Office: +49 6227 384 6527
http://www.linkedin.com/in/francescoincorvaia
http://www.xing.com/profile/Francesco_Incorvaia
http:// www.fluidOps.com
fluid Operations AG
Altrottstr. 31
Walldorf, Germany

34. eCloudManager in a Nutshell
Run an agile cloud to provide local or external users with a flexible and highly-
automated application and IT infrastructure to run their workloads
 internet-like ease and abstraction of IT complexity
 hybrid: local and external resources
eCloudManager
 An enterprise cloud management solution that spans infrastructure, application and business
stacks, and can be used to build and run mission-critical application heavy private clouds, with …
 … a modular, flexible, scalable and open architecture
 … seamless integration to existing storage, networking and virtualization providers, as well as
business resources
What it does
 provides a uniform and homogenous view of virtualized and physical resources
 manages the full lifecycle of a virtual application landscape (Landscape as a Service)
 provides support for configurable resource allocation policies
 allows for reuse, consistency and compliance based on a high level of automation
 allows for on-demand dashboarding, analytics and reporting

35. eCloudManager Benefits
Begin or accelerate the transition to a cloud-enabled IT infrastructure and
company that focuses on the applications
 increasing SLAs, end-users demand “cloud”-like ease of use, speed
 early focus on management and automation to always remain in control
Lower costs, especially lower effort for repetitive “keeping-the-lights-on”
tasks
 optimize IT stack resource utilization => green IT
 increase application accessibility, availability, performance and stability
 simplify administration, reduce the daily workload
Transition to value-add activities that improve the support for the business
side
 rapid prototyping, custom development, increased testing for a much higher level
of business process innovation based on enterprise applications
 easy ramp-ups with template-based rollout of new features/systems, training
systems

36. fluidOps Integration

37. fluidOps Stands Out in Cloud Vendor
Benchmark by Experton Group
In a recently published study by
the Experton Group, fluidOps is
named one of the technologically
most promising platforms for
cloud management.
“Users should pay special
attention to the cloud
management product family of
Fluid Operations AG, a young
German technology company. The
new version 3.5 of the Walldorf-
based start-up’s eCloudManager is
among the most interesting cloud
management platform
technologies in the market.”
- Published in May 2011 -
http://www.cio.de/was_ist_cloud_computing/anbieter/2274043/index4.html