1. This Presentation Courtesy of the
International SOA Symposium
October 7-8, 2008 Amsterdam Arena
www.soasymposium.com
info@soasymposium.com
Founding Sponsors
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Scaling the Delivery of IT Services
to Consumer Space with SOA
1st International SOA Symposium
Enrique Castro-Leon
enrique.g.castro-leon@intel.com
Intel Corporation
Version 1.0
October 8, 2008
*Other names and brands may be claimed as the property of others.
Copyright © 2008, Intel Corporation. All rights reserved.
Intel Confidential 1

2. Legal Disclaimers
This paper is for informational purposes only.
INTEL MAKES NO WARRANTIES, EXPRESS OR
IMPLIED, IN THIS SUMMARY.
The Intel brand and logo are trademarks of Intel
Corporation in the U.S. and other countries
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Copyright © 2008, Intel Corporation. All rights reserved.
Preview
SOA in the small
– Can the service-oriented paradigm scaled down to the delivery of
IT services to the consumer?
Modular deployment of service-based applications
– Servicelets for enterprises large and small
– Reaching out to small & medium businesses and emerging
markets
Strategic Opportunities
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Intel Confidential 2

3. State of the Art Today
(What’s wrong with this picture?)
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Re-use through all-Purpose Mobile Devices
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Intel Confidential 3

4. State of the Art in Consumer IT
Specialized appliances enhance customer experience
– Remote control devices
– Copiers, fax machines
– Confine customer into a walled garden
Device-centric view today is limiting
– Devices are point devices
– Installing an application creates a hard binding between the application and the hardware
– Application software vendors are not helping
– Storing a file in a PC’s hard drive creates a hard binding between the stored data and that
PC’s storage device
– Forces consumer to use a specific device
– Inconvenient
– Single point of failure
Computer hardware today
– Standardized, interoperable
Services are not
– Example: building an automobile in 1900 before Ford
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Change is Afoot
Cost of computer $10M Moore’s Law runs rampant
hardware,
It’s about to bring one more change
per delivered core 1M
100K
10K
1K
100
1960 1970 1980 1990 2000 2010
In consumer space
– Cost of labor has not kept up with advances in technology
– IT services hardly exist
– Expensive, questionable quality, inconsistent results
– Point devices
– Customer gets unnecessarily exposed to complexity
– Digital divide
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Intel Confidential 4

5. Extending the Benefits of SOA Beyond Large Enterprises
SOA adoption started with large enterprises
– Only large enterprises have critical mass to justify reuse
– Inside-out model
Outside-in model
– Extends SOA adoption model to small & medium
businesses
Can we scale SOA further down?
– Bring benefits of SOA directly to consumers
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Retracing the Evolution of Enterprise Applications
S S
Presentation Logic
S S
Application Logic
S
Database S S
S
Network
S
Servers
…
…to a modular approach using SOA
service modules
– Service-enable internal apps for re-use
From custom-built
– Remove redundancies
applications…
– Service modules generally in-sourced
(Inside-out SOA)
Inside-out SOA eliminates duplication across stacks
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Intel Confidential 5

6. Transition from Inside-Out SOA Outside-in SOA
S S
S S
S S S S
S S
S S S
S S
S
S
S
Economical and business considerations encourage the outsourcing of servicelets
- Demand arises for SMB specialized service providers
- Expands scope of SOA to SMBs and emerging markets
- No scaling to consumer space yet
- Best of breed solution for specialists
S = servicelet or microservice: self-sufficient, s/w + h/w unit composable with Web services technology
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Servicelets and Virtual Service Oriented Grids
Servicelets
– Unit of integration/composition for SOA environments with own
software and hardware
An SOA composite application
– Logically independent, self-sufficient, but not service end point
– May use Web services as integration technology
– May be built from cloud computing resources S S
– Composed of in-sourced or out-sourced resources S S
Virtual service oriented grids (VSGs) S
– Servicelets built out of virtualized resources S S
– Servicelets in a composite application form a network or grid
S
– ESBs: particular instance of a VSG
S
S = servicelet or microservice: self-sufficient, s/w + h/w unit composable with Web services technology
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7. The Rise of SOA Integrators
Composite application
SOA providers become SOA integrators is offered to third party
consumers
SOA integrators build applications
– Use internal servicelets to encapsulate
intellectual property (“secret sauce”) S S
– Rely on party servicelets for generic
3rd S S
functions (re-use benefit)
S
– Applications built for resale and external
S
consumption (value creation model) S
S
SOA ecosystem scaling to
– Consumer space S
– Emerging markets
Hybrid composite A producer
application built from can also Commonly
in-sourced and be a consumer available
out-sourced servicelets of servicelets 3rd party
Servicelet servicelet
ecosystem
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SOA Deployment Models
Large enterprises
– Internal re-use
Small and medium businesses
– External re-use
Consumer
– Service end points of aggregated third party services
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8. IT Services to the Consumer
What are IT services to the consumer?
– Data services
– Content services
– Storage services
– Data presence
– Data migration, backup and recovery
– Application services
– Application installation & maintenance
– Technology services
– Network/Internet/broadband connectivity
– Help desk services
– Telephone hotline and Web chat service
– Equipment installation, configuration and troubleshooting
– Computer, networking & content delivery
Emerging opportunities
– Infrastructure planning
– Monitoring and security
– Integrated residential energy and resource management
– Utility, solar electric, solar thermal, wind, water management
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Consumer Information Technology
Virtual service oriented grid perspective
Data and applications exist as independent entities
– Not associated with any device
Temporary bindings for convenience of customer
– Photo library not attached to single PC anymore
Compatible with legacy devices
– Use desktops, laptops, UMPCs, MIDs, PDAs, cell phones as presentation
and control devices
– Presentation layer maps data to display capabilities of presentation
devices
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Intel Confidential 8

9. Service Composition in Mature Industries
SOA:
– Not a new concept
– Another name for horizontal specialization
Established pattern in mature industries
– Example: Automobile insurance industry
– Process to settle a minor accident
Each different color Customer
represents a different Single service
company providing end point
a composable service Insurance Company
Service Desk
Insurer delegates process
Pay deductible expense to company with local presence
Bank Settlement
Company
Provide loaner car during repairs Repair damaged vehicle
Car rental Repair
The process requires tight SLA guarantees Company Shop
leading to predictable OpEx
Parts suppliers
Automobile
distributor
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Essential Ingredients for Successful Service Composition
Well-defined set of canonical services
Cost predictability
Low cost variance keeps risk in check
Fast integration ensures fast learning curve
Standardized, horizontal services
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10. Performing Data Backups Today
Consumer
Consumer Consumer Consumer Consumer Consumer Consumer
Trade Software Safe computing
Hired
publications vendor practices required Hired
technician technician
Issues in current “system”
– Current system forces consumer as point of integration
– Mixing of interface with implementation
– Function is bound to a specific hard drive
– High level of skill required
– Uncertain restoration point objective/ time objective (RPO/ RTO)
– Attaining desired SLA requires unreasonable amount of commitment
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Backup as a Service
User stores files to protected filesystems (drive letters in Windows)
– Backup to cloud storage provider during undocked work
– Local hard drive used as cache if no connectivity
– Automatic synchronization upon re-docking
SLA for backup
– RPO: data loss limited to untethered work
Consumer
– RTO: 24 hours
Single service
end point restored
Backup
Service Provider
Protected … Protected
device device
Home network
Cloud service
On-premises
RAID 0 or 5
storage device
Storage service
provider
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Intel Confidential 10

11. Data Presence Service
Current issues with data
– Data is bound to a hard drive
Consumer
– Data locked in islands of information Single service
– Laptop, desktop, PDA, cell phone, end point
distributable media, cloud, digital camera Data Presence
Service
Requirements
Monitored Monitored
– Untethered data device … device Presentation
Service
– Available anywhere, anytime
– Presentation appropriate to device Home network
using it
– Data presence service can be On-premises Cloud service
RAID 0 or 5
coordinated with backup service storage device
Storage service
provider
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Storage Service through Storage Aggregators
Application-directed storage
offered as an outside-in
SOA service S
Storage Aggregator
SaaS provider for data S S Storage aggregators “blend” S
or backup management different storage offerings to
deliver a retail product meeting
a specific SLA
Bulk Storage Providers
Storage wholesalers, selling S S S
storage by 10s of TB at specific
SLA defined by bandwidth,
latency, availability, locality
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Intel Confidential 11

12. Storage Service through Consumer Facilitated Storage
Storage service provider
• Aggregates and repackages the consumer
storage resource into multiple products for
internal & external consumption S
• Performs content Caching & Staging
SaaS provider for data
or backup management S S 1,000s of consumers
rent storage in their homes
to service provider
S S S S … S
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Summary
Evolution of SOA
– Large enterprises SMBs  Consumer space
State of the art in consumer services
– Unnecessary complexity
– Disjointed, inflexible, device-bound
– Expensive
Application of SOA principles
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Intel Confidential 12

13. For Further Reading…
Upcoming book by Intel Press
Available October 2008
Advance copies of this book will be sent
free of charge to attendees of this
presentation upon request
enrique.g.castro-leon@intel.com
Copyright © 2008 Intel Corporation. All rights reserved.
ISBN 978-1-934053-10-2
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Backup
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Intel Confidential 13

14. Consumer Application Architecture
VSG applications are not the same as Cloud
applications
– The Cloud can be used as a mechanism to deploy a VSG
application
– The application can also run as code in a client machine
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Two Different Universes
Content
Delivery HDTV
Universe display
Cable unit
Set-top
unit
Data
Universe
To cable utility
It’s hard to run a spreadsheet on the TV
It’s inconvenient to use a PC as a broadcast end
point
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15. Integrated IT Services
Connections to
other rooms
Ethernet
Cable TV Firewall/
Network
Router Module Switch
TV/FM Antenna
Network
Telco connection
(POTS, DSL) Interface Server
Home Security
Gateway
Device
Fiber to the Home Home Automation
WiMAX Gateway To home
Module security
Processor Module subsystem
To home
Data Storage automation
Module subsystem
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IT Services: Entertainment/Multimedia Room
To patch room
Wi-Fi
access Ethernet Wall
point Network display
WebCam
VOIP switch computer
telephone
CD/DVD Speaker,
Printer jukebox FR
Desktop
PC Speaker,
Remote FL
Handheld
Analog wiring
Controller
Speaker,
RR
Legacy
Receiver/
Pre-amp Speaker,
RL
Casette
Turntable VHS VCR Speaker,
Deck
Subwoofer
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16. IT Services: Home Office
From Patch Room
Wall
Printer/
display
computer
Network Scanner/
Copier/ Fax
Remote
switch
Handheld
Controller
Speaker, L
VOIP
WebCam
Telephone
Speaker, R
Desktop
PC
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Intel Confidential 16