How to Realize Value from Web Services

1. Using The Cloud
How to Realize Value from Web Services
Phil Reynolds
CEO / Founder
BriteCore
http://www.slideshare.net/PhilReynolds2/

2. 77% of Enterprises
Operate a Private Cloud
* RightScale 2016 Annual IT Survey
77%

3. 31%31% of Enterprises
Manage Over 1,000 Servers in their Private Cloud
* RightScale 2016 Annual IT Survey

4. #1Cloud Expertise
#1 Challenge
* RightScale 2016 Annual IT Survey

5. What Is It?

6. There Is No
CLOUD,
It’s Just Somebody
Else’s Computer

7. Sigh…

8. The Cloud Is a Network of
Connected Services

9. Next Step in Computer Evolution
https://wallpaperscraft.com/image/mac_apple_computers_evolution_66783_1920x1080.jpg
CLOUD = Managed, Distributed, Connected
http://www.itproportal.com/2016/08/15/country-manager-d-link-uk-amp-ireland/

10. Next Step in Computer Evolution
https://wallpaperscraft.com/image/mac_apple_computers_evolution_66783_1920x1080.jpg

11. Why?

12. Key Advantages
Scalability
Durability
Security
Growth Efficiency
1
2
3
4

13. Durability
Scalability1
Scalability: The capability to perform under an increasing workload.
Security
Growth Efficiency
2
3
4

14. Computers have grown more
powerful at an extraordinary pace.

15. httphttp://explorepahistory.com/kora/files/1/2/1-2-1536-25-ExplorePAHistory-a0l3f7-a_349.jpgs://s-media-cache-ak0.pinimg.com/originals/4e/48/44/4e4844390c756633141872bd9982cff6.jpg
From Tubes…

16. https://upload.wikimedia.org/wikipedia/commons/8/8f/Ken_Thompson_(sitting)_and_Dennis_Ritchie_at_PDP-11_(2876612463).jpg
To Punch Cards…

17. https://upload.wikimedia.org/wikipedia/commons/8/8f/Ken_Thompson_(sitting)_and_Dennis_Ritchie_at_PDP-11_(2876612463).jpg
To Main Frames…

18. https://uphttp://www.nicklitten.com/sites/default/files/blog/an_as400e_plus_expansion_unit.jpgload.wikimedia.org/wikipedia/commons/8/8f/Ken_Thompson_(sitting)_and_Dennis_Ritchie_at_PDP-11_(2876612463).jpg
To Application Systems

19. https://upload.wikimedia.org/wikipedia/commons/f/f1/Ibm_pc_5150.jpg
To Desktops….

20. http://www.extremetech.com/wp-content/uploads/2012/10/gallery1_2256.jpg
To Laptops….

21. https://9to5mac.files.wordpress.com/2015/09/ipadpro_pencil-hand-print.jpg
To Tablets….

22. https://www.bhphotovideo.com/images/images2500x2500/apple_mnpr2ll_a_apple_watch_series_2_1280618.jpg
And Beyond?

23. https://www.bhphotovideo.com/images/images2500x2500/apple_mnpr2ll_a_apple_watch_series_2_1280618.jpg
Smaller Size, Greater Capability
1960 1970 1980 1990 2000 2010 2020
Size Capability

24. Moore’s Law
• Gordon Moore’s 1965 prediction has held true for 50 years
• “Transistor density will double every 2 years”
Computing Power will Double Every 2 Years
(Exponential Scale)

25. Moore’s Law
0
10
20
30
40
Gen 1 Gen 2 Gen 3 Gen 4 Gen 5 Gen 6
32
16
8
4
2
1

26. Moore’s Law
0
4,500,000
9,000,000
13,500,000
18,000,000
1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25
16,777,216 x
512 x 65,536

27. 1969 - NASA Apollo
• IBM System/360 Model 75
• $3,500,000
• 200,000 FLOPS
• 64,000 bytes memory
• 43KHz processor
2016 - Smart Phone
• iPhone7
• $650 ($85 Adjusted for Inflation)
• 200,000,000,000 FLOPS
• 3,000,000,000 bytes memory
• Quad 2.34GHz processor

28. 1969 - NASA Apollo 2016 - Smart Phone
1,000,000x Power for 0.0024% Cost
47 Years

29. Wait, There’s a Problem!

30. Really, Really Small

31. Can’t Go Smaller
Going Wider

32. Parallel Processors
http://www.ahmedabdelhamid.com/main/?p=133

33. Parallel Servers

34. Parallel Servers
Cloud Scale

35. Durability2
Scalability1
Durability: The ability of a system or transaction to survive permanently.
Security
Growth Efficiency
3
4

36. Typical Server Room
IT Pros Dear God

37. Rooms Are Vulnerable

38. Harden the Rooms!

39. Hot Sites

40. Co-Location

41. Leased Server Space

42. John McCarthy
“computation may someday be organized as a public utility.”

45. Power Grid

46. AWS Data Centers
Published
http://i.stack.imgur.com/wVSoi.jpg

47. Durability2
Scalability1
Security: The protection of Information Systems from Theft or Corruption.
Security
Growth Efficiency
3
4

48. “I just want
to touch
my data.”
- Anonymous CTO

49. You Can Hug
A Machine

50. But You Can’t Touch Your Data.

51. Hackers!!??

52. A Useful Computer is
a Connected
Computer.

53. It doesn’t matter where your computer is located,
If it’s connected
It’s exposed.

54. Logical Security, Not Physical Security
That Protects Against Hackers.

55. VPC Separation

56. Physical access
might feel good

57. Actually is a Huge Risk

58. Secure Facility
AWS Oregon

59. Secure Facility
Green Mountain

60. • Armed Guards
• Multi-Layer Access Controls
• Video Surveillance
• Motion Senses
• Pressure Sensors
• Timed Locks
• Two Key Access Restrictions
• Biometric Scans
• Security Clearances
• BioHazard Filters
• Redundant Power
• Fire Suppression
Physical Security

61. Can’t someone walk off
with my data on “Someone
else’s computer?”

62. Distributed Data

63. Distributed Data
H
P
I
L

64. Replicated Data
H
P
I
L
P
H
I
L
P
H
I
L

65. Encrypted Data
H
P
I
L
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aaa9402664f1a41f40ebbc52c9993eb66aeb366602958fdfaa283b71e64db123
de7d1b721a1e0632b7cf04edf5032c8ecffa9f9a08492152b926f1a5a7e765d7
acac86c0e609ca906f632b0e2dacccb2b77d22b0621f20ebece1a4835b93f6f0
MIICXQIBAAKBgQDUA60SyFDbGO7fLAb0KaNIoWAKkjcpJYbxDo6TMkB9CBQmFUJ9XJboMHk4sCScI4Xpp
quANx74gSgoZKPZq7w7rA8tXkx1+Lu9LEvxfxyvVztRFVHd92unmg2DZhkU3rNBIHG0vxjChfYNn52FGt
NAeKOztc9KEFDog0jxmLlMuQIDAQABAoGAeqctx0Hv1PDVsHJuC27TMb96KmNwWfOF34sGXI2j1TGJRob
iElgwTV9Nocf1Rgce448WhHRfDHDb5JJkYBcEK4stU3Op4K8GezEiQ^Aof9ON4DcR82suM8ikGe38DV44
e7S26yMV1w61gMXHUltqrk5U4Quj3OcXG4dSmLC5SkCQQD5ab6TgHzTCp+4cmP8kkBskFcYAqRsAW+kgT
nNDrw5Q46SLhreylWe5w1vxAh+zQsp2YigJ0r5yFeAZjIh5UMrAkEA2Z0VOa9GPKQmRf45GwOlwc5Yf9O
vRFg5c9O1JSIy+yYWGdbWwLacFSv7^e^uDbyLYINGdBZbw2l3RNsZ42TNqwJAe5zGIFLBCtOsH31KQua1
WVkcYUEFqWjkHOfkxrnfLYX1ilVlewQCaZYCXmuADJdgwtWZJG04RqJC5Ea7aOz6wJBALZ59TFw21nAX+
OzYNlZPqZ8TFOsAz0xKcQJk812lv9omYHDWEMzHUDXqC4xAFJ+dvVQP0Ta9smu53dSrquyfI8CQQC7Rd7
RBPDjv2kurTtr9mW4w5q0Z+1m9qF4muUwqCBsHRMX1KZBNsQfNQ+05c9DysV4vz5blRQXHGf3EfAuEq9h

66. Cloud Data = More Secure

70. Durability2
Scalability1
Security: The protection of Information Systems from Theft or Corruption.
Security
Growth Efficiency
3
4

71. The Rational Optimist
How Progress Evolves
- Matt Ridley

72. Hunter Gatherer

73. Army

74. Farming

75. The Sciences

76. Industrial Age

77. Technology Age

78. Hunter Gatherer
• Life Expectancy: 30 Yrs
• Death by Homicide: 30%
• Pop. Density: 1 per sq. mi.
• Work for 1hr of Light: 6 hrs
Modern Day New York
• Life Expectancy: 82 Yrs
• Death By Homicide: <1%
• Pop. Density: 27,000 per sq. mi.
• Work for 1hr of Light: 1/2 sec

79. Specialization Leads to Progress

80. Focus on Core Competencies

81. Specialist Handle Externals

82. Specialization Distributes Cost

83. Hardware is Expensive

84. IT Staff is Expensive

85. Security and Redundancy are
Outrageously Expense

86. Traditional IT Driven By CapEx

87. $0k
$1,500k
$3,000k
$4,500k
$6,000k
2008 2009 2010 2011 2012 2013 2014 2015 2016 2017
CapEx is Lumpy

88. $0k
$1,250k
$2,500k
$3,750k
$5,000k
2016 2017 2018 2019 2020
CapEx Depreciation

89. Cloud Services Driven By OpEx

90. $0k
$1,500k
$3,000k
$4,500k
$6,000k
2008 2009 2010 2011 2012 2013 2014 2015 2016 2017
OpEx is Smoother

91. $0k
$1,500k
$3,000k
$4,500k
$6,000k
2008 2009 2010 2011 2012 2013 2014 2015 2016 2017
OpEx Scales Evenly

92. Convert CapEx to OpEx

93. Cost is a barrier to

94. Cloud Infrastructure

95. Legacy Infrastructure

96. CapEx to OpExInfrastructure Anchor

97. CapEx to OpExInfrastructure Asset

98. Cloud infrastructure promotes
focus through specialization while
reducing the fiscal and technical
barriers to innovation, leading to
GROWTH!

99. Key Advantages
Scalability
Durability
Security
Growth Efficiency
1
2
3
4

101. How?

102. 1. Infrastructure as a Service (IaaS)
2. Software as a Service (SaaS)

103. 1. Infrastructure as a Service (IaaS)
Virtual Network Infrastructure
For Companies That Want to Build Cloud Applications

104. Virtualization

114. What if I Told you
There is No Computer?

115. The Cloud is Built On
Virtualization

116. Machine
Processor
Memory
Disk
Bus
Network
Human
Cognition
Short Term Memory
Long Term Memory
Nervous System
Communication
Computers Are Modeled After People

117. Memory (RAM)
Hard Drive (Disk)
Processor (CPU)
Network
Bus
Machine (Physical)

118. Memory (RAM)
Hard Drive (Disk)
Processor (CPU)
Network
Bus
101000100111100010100010011110100101
011010010000011111001011101000101101
001011000011100100100010101010000111
111001010001111001001001000011010001
001001101010101010010111010111111100
101000010100100100100101010101010101
010101000100100010001010101010010101
010111101101010121101011010101011101
010101011010101010100000001111111100
101110110101010001110101001000011100
110010010100001001000111110111011101
101011001101100001000101101010101010
101110111101010000001100000001111000
00100010011110001010001001111010010100100100010
Machine (Modeled)

119. 101000100111100010100010011110100101
011010010000011111001011101000101101
001011000011100100100010101010000111
111001010001111001001001000011010001
001001101010101010010111010111111100
101000010100100100100101010101010101
010101000100100010001010101010010101
010111101101010121101011010101011101
010101011010101010100000001111111100
101110110101010001110101001000011100
110010010100001001000111110111011101
101011001101100001000101101010101010
101110111101010000001100000001111000
00100010011110001010001001111010010100100100010
Machine (Virtualization)

120. VM Hosts
Hardware

121. Hardware Cloud Scale Hosting

122. Functions
Services
Workloads

123. The Cloud Is a Network of
Connected Services

124. Jeff Bezos

125. In 2016, AWS adds more Capacity
Daily than the Entire Amazon
Infrastructure in 2006.

126. 1/31/3 of Internet Users
Utilize AWS At Least Once Per Day
* https://gigaom.com/2012/04/20/just-how-big-is-the-amazon-cloud-anyway/

127. Servers Globally2,000,0002,000,000
* http://www.seattletimes.com/business/amazon/sky-high-expectations-for-release-of-amazon-web-services-numbers/

128. Next 14 Rivals Combined
5XMore than 5X Capacity
* http://www.seattletimes.com/business/amazon/sky-high-expectations-for-release-of-amazon-web-services-numbers/

130. Legacy Replacement

131. Access Management - IAM
• Controls User Access to Services and Functions
• Central Identity Management Provides Single Control Point
• Key Management, MultiFactor Authentication
• Automatic Logging for Auditing - ITAR, PCI, ISO, HIPPA
USE CASE: User Management, SSO, HR Events, Contractors, Audits

132. Virtual Private Cloud - VPC
• Logically Isolated Network and SubDomains
• Granular Control of Network Communication
• No Dedicated Hardware to Maintain
• Extend Existing Networks into VPC
USE CASE: User Management, SSO, HR Events, Contractors, Audits

133. Route53 - R53
• Domain Name Service Translates Domain Names to IP Addresses
• Fast Internet - Connects Clients to Closest Possible DNS Server
• Lightning Fast Inside AWS - Connects Services
• Name Dynamic / Elastic Services
USE CASE: Register Domains, Route Traffic to Dynamic Services

134. Elastic Compute Cloud - EC2
• Elastic Web Scale Computing
• Snapshots and Images
• Dynamic, Massively Scalable
• Enterprise Security through VPC, IAM, Keys, etc.
USE CASE: Application Hosting, Server Virtualization, Disaster Recovery

135. EC2
Server
R53
DNS
Internet
VPC
Firewall
IAM
Auth
Replacement

136. Benefits
• Availability - 99.95% Availability
• Durability - Integrated Backup and Restore
• Scalability - Elastic Server Resources
• Efficiency - Elimination of CapEx
• Security - IAM, VPC, Physical Security, Access Logs

137. Storage

138. Relational DB Service - RDS
• Fully Managed Database Instances
• Available, Durable, and Scalable (Up to 32vCPUs and 244GB SSD at 99.999%)
• Compatible with MySQL, Oracle, Postgre, MariaDB, SQL Server
• Proprietary Aurora Engine (500% Avg. Performance Boost. More for Parallel Workload)
USE CASE: Faster DB, Disaster Recovery, Parallel Workloads

139. Simple Storage Service - S3
• Tiered - Standard, Infrequent Access, Glacier
• Highly Durable and Available (99.999999999% Durability : 99.99% Availability)
• Secure - Encrypted in Transit and At Rest, Distributed Filesystem
• Scalable - Massively Parallel Deployment
USE CASE: Many Files (Docs & Images), Parallel I/O (Bulk Transfer)

140. EC2
Server
R53
DNS
Internet
VPC
Firewall
IAM
Auth
From Replacement

141. RDS
S3
File Storage
EC2
Server
R53
DNS
Internet
VPC
Firewall
IAM
Auth
To Basic Web App

142. Benefits
• Availability - Dedicated Service for Each Workload
• Durability - Restore Services Independently
• Scalability - S3 Unlimited / EC2 and RDS Simplified Scaling
• Efficiency - Resources Where Needed
• Security - Managed Security, Encryption, Sharding, Compliance

143. Scale and Load

144. Auto-Scale Groups - ASG
• Scale Instances Up or Down Based on Demand
• Reduce Costs During Low Usage Periods
• Manual or Dynamic Scaling
• Triggers and Thresholds
USE CASE: Slow or Unresponsive Performance During Peak Usage.

145. Elastic Load Balancer - ELB
• Route Traffic by Capacity and/or Job Type
• Supports Web Sockets
• Self Healing Multi-AZ Distribution
• In Depth Logging of Cluster Health
USE CASE: Uneven Site Performance, Imbalanced Server Utilization

146. Elasticache
• Store Frequently Accessed Data In-Memory
• Much Faster than Disk
• Managed Persistence, Installation, Updates
• Automatic Failure Detection and Recovery across Multi-AZs
USE CASE: Session Info, Query Results, Blog Posts, Ads, FAQ Content

147. Cloud Front - CF
• Content Delivery Network Servers Static Content Close to User
• Trusted Sources Cached Quickly by Browsers
• Reduces Download Bandwidth
• Significant Performance Increases
USE CASE: Web Sites, Web Apps, Mobile Content, Slow Connections

148. Simple Que Service - SQS
• Messaging Service Routes Requests Between Machines
• Clustering Behind a ELB
• Build Containers for Dedicated Workloads
• Dependable Delivery and Response with Failover
USE CASE: Batch Processes, Month End, Reports, Long Running Jobs

149. ElasticSearch Service
• Performant Search Across Domains
• Managed Availability, Failure Detection, Patching, Etc.
• Auto-Scaling
• Shared Cluster
USE CASE: Fast Search, Very Large Indexes, Logs, Analytics

150. EC2
Server
R53
DNS
Internet
VPC
Firewall
IAM
Auth
From Replacement

151. RDS
S3
File Storage
EC2
Server
R53
DNS
Internet
VPC
Firewall
IAM
Auth
To Basic Web App

152. Elasticache
Caching
SQS
Queue
CloudFront
Content Delivery Network
ElasticSearch
Search Index
S3
File Storage
RDS - Aurora
DataBase
ELB / ASG
R53
DNS
Internet
VPC
Firewall
IAM
Auth
ELB / ASG
ELB / ASG
ELB / ASG
To Enterprise
EC2
Server

153. Benefits
• Unlimited Scalability For Each Service
• Robust Architecture Offers High Availability
• Services Can Be Swapped Out
• Increasing Cost Efficiency
• Service Oriented Architecture Plays Well with Modern Tech

154. Many, Many More….
• Elastic Container Service - Dockerizing Servers
• Cloud Formation - Scripted Deployment
• Travis CI - Continuous Integration and Testing
• Data Dog - Monitoring
• Simple Messaging Service - Notifications
• RedShift - DataMining and Analytics

155. 2. Software as a Service (IaaS)
Managed Platforms and Applications
For Companies That Want to Use Cloud Applications

156. General SaaS Offerings
• Productivity - Google Apps
• Messaging - #Slack
• Time Tracking - Toggl
• Help Desk - ZenDesk
• Marketing - MailChimp/Buffer
• Training - YouTube/SquareSpace
• Telecom - RingCentral
• Expenses - Expensify
• Workstation - Workspaces
• Events - Event Brite

157. Google Apps
• Centralized Productivity Deployment
• Access Across all Devices Comes Standard
• Realtime Collaboration
• Industry Leading Security
USE CASE: Email, Documents, Calendar, Distributed Teams, Itegration
Productivity

162. Slack
• Messaging For Teams
• Public Channels, Private Channels, Direct Messages
• All Tools in One Place.. Hundreds of Direct Integrations
• Supports All Devices
USE CASE: Internal Communication, Remote Teams, Knowledge Trasfer
Messaging

164. Toggl
• Track Hours Easily
• Projects, Clients, Tags, Groups
• Integrated Reports
• Measure Deliverables Against Time
USE CASE: Internal Communication, Remote Teams, Knowledge Trasfer
Time Tracking

166. ZenDesk
• Support Channel
• Centralize Communication and Feedback : Web, Social, Voice, Chat
• Ticketing with Automation
• Customizations and Reports
USE CASE: Agent and Insured Relations, Claims, Service Level
Help Desk

168. Mail Chimp
• Email Communications
• Stock and Customizable Templates
• List Management
• Analytics
USE CASE: Agent and Insured Communciation, Notices, Promotions
Marketing

171. Buffer
• Share to All Social Media Platforms Equally
• Schedule Posts For Peak Times
• Promote Consistent Messaging
• Reduce Administrative Overhead
USE CASE: Facebook, Twitter, Linked In, Instagram, Google+, Pintrest
Marketing

173. YouTube
• Channel for Your Company
• Playlists Per Project
• General and Personalized Training
• Allow People to Learn at Their Own Pace
USE CASE: Agency Training, Insured How Tos, General Promotions
Training

175. SquareSpace
• Quick WebSites from Beautiful Templates
• Fully Managed Deployment
• Business User Can Build and Edit
• Optimized for SEO, Search, Usability, etc.
USE CASE: Education, Promotions, Events, Landing Pages
Training

177. Ring Central
• VoIP, Conferences, Video Chat, Messaging
• Includes PBX Features (Forwarding, Voicemail, Extensions, etc)
• Supports All Desktop and Mobile Devices
• Very High Quality
USE CASE: Education, Promotions, Events, Landing Pages
TelCom

179. Expensify
• Expense Tracking on the Go
• Sync with General Ledger Systems
• Image Recognition with Auto-Categorize
• Auto Generates Receipts below $75!!!
USE CASE: Expense Tracking, Expense Reports, Audits
Expense Reports

181. Amazon Workspaces
• Virtual Windows Workstations
• Centrally Managed Environments
• Mobile Device Access!
• Integrates with Work Docs
USE CASE: Mobile,Temp Employees, Remote Workers, Tech Partners
Desktop

183. EventBrite
• Event Registrations And Signups
• Manage Separate Events Easily
• Build Attendee and Contact Lists
• Integrated Payment Processing
USE CASE: Agent Meetings, Annual Conferences, Training Sessions
Events

185. Phil Reynolds
CEO / Founder of BriteCore
phil@britecore.com
http://www.slideshare.net/PhilReynolds2/