The document discusses IBM's cloud platform Bluemix. It provides an overview of Bluemix, describing it as an open platform for developing and hosting applications that simplifies tasks associated with managing infrastructure at internet scale. Bluemix is built on IBM's Cloud Operating Environment architecture using Cloud Foundry as an open source PaaS. It enables developers to rapidly build, deploy, and manage cloud applications while tapping into available services and runtimes provided by IBM and other ecosystem partners. The document outlines some key Bluemix concepts and components such as applications, services, organizations/spaces, and buildpacks.

1. Avi Vizel
Business Development & Cloud Evangelist
IBM Global Technology Unit (GTU)
IBM Israel

2. We are at an inflection point in terms of how
IT is leveraged for competitive advantage
M Mobile customer targeting
Card swipe in one store
attracts coupons from
nearby store—resulting in
109%incremental sales lift
Just-in-time maintenance
Fast Big Data analysis
Global aircraft engine manufacturer
increases service revenue by
12%
Global stock exchange cuts response times of market surveillance algorithms
by 99% 35%
in one year using real-
time monitoring and
proactive fault detection
while lowering IT
resources by
using a big data
analysis platform.
3

3. More then 40 data centers
More then 40 network PoPs
Global private network
100,000
SERVERS
21,000
CUSTOMERS
22,000,000
DOMAINS

4. 5
Top 100,000 Sites
By Hosting Provider

5. 6
Cloud
Computing
Instances
Private
Clouds
Self-
Managed
Hypervisor

6. • High-performance public network with transit from multiple tier-1
carriers
• Secure OOB management via VPN
• Private network for intra-application and inter-facility
communications, access to shared services
• Native IPv6 support
• Virtual racks for integrated management
• Complete suite of network services

7. • Highly flexible architecture
• One platform for public cloud
servers, private clouds, bare metal
servers
• Complete integration
• Unified systems management & API
• Technology-neutral platform
• Support for broad range of operating
systems, virtualization platforms
• Build hybrid, distributed, high-
performance architectures and
manage from a single pane of glass
• Pay by the hour or the month for a
truly variable IT operations model
x86 Server
Bare Metal
Private Clouds
Virtual Servers
Public Clouds
Hybrid Clouds

8. CloudAMQP
Data Stores Development Tools Security Operations Support
Messaging Mobile Analytics Business Support
9

9.  Comprehensive catalog
supported by multi-billion dollar
investments:
- Biz (line of business) features
IBM’s world class SaaS portfolio
- Dev (developer) supports
traditional application styles
(patterns) and new application
styles (composable services /
Bluemix)
- Ops (IT operations) features
SoftLayer’s high performance
infrastructure services
 Purpose built Solutions (e.g.,
Mobile, DevOps) help you
navigate the catalog
 Enables IBM customers to
discover and experiment with a
broad portfolio of offerings in a
consistent way
Marketplaceand click onhttp://ibm.com/cloud
10 @alex_lavolpe

10. Application
Aware
Service
Driven
Resource
Smart
On or Off Premise
Composable
Business

12. Old School SaaS
Designed for customers to install,
manage and maintain.
Designed from the outset up for delivery
as Internet-based services
Architect solutions to be run by an
individual company in a dedicated
instantiation of the software
Designed to run thousands of different
customers on a single code
Infrequent, major upgrades every 18-24
months, sold individually to each
installed base customer.
Frequent, "digestible" upgrades every 3-6
months to minimize customer disruption
and enhance satisfaction
Version control Upgrade free Fixing a problem for one customer fixes it
for everyone
Streamlined, repeatable functionality
via Web services, open APIs and
standard connectors
May use open APIs and Web services to
facilitate integration, but each customer
must typically pay for one-off integration
work.

13. •SCALABLE
•MULTI-TENANT-EFFICIENT
•CONFIGURABLE

14. the application - maximizing concurrency, and using application resources
more efficiently. optimizing locking duration, statelessness, sharing pooled resources
such as threads and network connections, caching reference data, and partitioning large
databases
– important architectural shift from designing isolated, single-
tenant applications. One application instance must be able to accommodate users from
multiple other companies at the same time
All transparent to any of the users.
This requires an architecture that maximizes the sharing of resources across tenants is
still able to differentiate data belonging to different customers.
- a single application instance on a single server has to
accommodate users from several different companies at once
To customize the application for one customer will change the application for other
customers as well.
Traditionally customizing an application would mean code changes
Each customer uses metadata to configure the way the application appears and behaves
for its users.
Customers configuring applications must be simple and easy without incurring extra
development or operation costs

15.  The numbers show that SaaS is a far more attractive economic model than
the perpetual license model.
 Over the next 3 to 5 years, the sharp distinction between SaaS and traditional
software models will blur. Traditional vendors will introduce and expand their
SaaS offerings.
• SAP recently announced their On-demand CRM and Marketing solutions.
• Oracle inherited the on-demand business of Siebel.
 The enterprise software market will see more offerings from these and other
vendors based on SaaS.
 What will distinguish the winners from the losers will not be the model itself
but how the model is executed.
 Open new markets, revenue streams, and distribution channels
• Provide a stable, recurring revenue model
• Afford consolidation of development and support efforts around single versions
of code
Jie Liu, Professor
Department of Computer Science
Western Oregon University

16. • Open platform: choice of services
• Enterprise integration (Big Data, analytics)
• Full abstraction from IaaS details
• Developer experience
• Enterprise integration
• Pricing at scale, geographic footprint of SoftLayer

17. Systems of Record
Systems of Interaction
Continuous
client experience
Partner value
chain
Cloud-based
Services
Systems of Engagement
IBM has long been a champion for our clients IT transformation.
We lead with solid architectural strategies based on leveraging
existing systems (SoR) and bridging them to the new world (SoE)
CRM HR
DB ERP
Drives Investment
Systems of
Record
Optimize IT
infrastructure,
data and processes
Drives Need
Systems of
Engagement
Knowledge Sharing
Engagement
Models Anywhere,
Anytime
Big Data &
Analytics
Cloud
Computing
CommerceMobile
Enterprise
Internet of
Things
Social
Media
Cognitive
Computing
Marketing
Solutions

19. The Composable Business is built on the “as a Service”
environment…with a goal of enabling the API economy
From Software Defined Environments to Cloud Operating Environment to an API Economy
External
ecosystem
Analytics Commerce Collaboration Location Data Services
Marketplace SolutionsApp
Software-defined
networking
Resource abstraction
and optimization
Software-defined
storage
Software-defined
compute
Workload definition, optimization and orchestration
Development
Big Data and
analytics
Security Integration Mobile Social
Services and composition patterns API & Integration Services
Traditional
Workloads
API API
API API API API API APIAPI
economy
Cloud
operating
environment
Software-
defined
environment
SaaS
PaaS
IaaS

20.  IBM branded website for line-of-
business users, developers, and IT
teams to build, consume and manage
the applications that run today’s
enterprises
 Single point of entry for IBM’s
extensive SaaS, PaaS and IaaS
offerings
 Comprehensive of IBM and Industry
services delivered through IBM
 It’s the enablement - via APIs - of
services independent of service type
or source
 Centralized resource for IBM
worldwide sales organization
 Public demand driven by intensive
marketing campaigns

21. To enable the Compassable Business IBM is embracing Cloud Foundry as
an Open Source PaaS to build the Cloud Operating Environment

22. • BlueMix is IBM's OPEN PLATFORM for
developing and hosting applications. BlueMix
is a Platform as a Service (PaaS) offering that
aims to simplify the normally tedious tasks
associated with managing the infrastructure
necessary to develop and host applications at
internet scale.
• BlueMix is an implementation of IBM’s OPEN
CLOUD OPERATING ENVIRONMENT (CloudOE)
Architecture leveraging cloud foundry
• BlueMix enables developers to RAPIDLY BUILD,
DEPLOY, AND MANAGE their cloud
applications, while tapping a growing
ecosystem of available services and runtime
frameworks.
• IBM will PROVIDE SERVICES AND RUNTIMES
into the ecosystem based on our extensive
software portfolio

23. • Applications
– An application represents the artifact
that the end developer is building.
• Services
– A service is a piece of code that
BlueMix hosts that offers a piece of
functionality for applications to use.
• Organizations and spaces
– units in the Cloud Foundry
infrastructure that can be used to
store and track application resources.
An organization contains domains,
spaces, and users; a space contains
applications and services
• Buildpacks
– collection of scripts that prepare your
code for execution on the target PaaS.
This includes the runtime environment
needed by your application, and can
also include specialized frameworks.

24. Bluemix embraces Cloud Foundry as an open source Platform as a Service
and extends it with IBM, third party, and community built services.

25.  When an application is deployed, the
application developer needs to
configure BlueMix with enough
information to support the
application. In the case of a mobile
application.
 BlueMix contains an artifact that
represents the mobile applications
back-end - for example, the set of
services used by the mobile
application to communicate with a
server.
 In the case of a web application, the
application developer needs to
ensure that BlueMix is told the
proper runtime and framework
 BlueMix will setup the proper
execution environment in which it
will attempt to run the application.
 Each execution environment
(irrespective of mobile or web) will
be kept isolated from other
application's execution environment
even though they may reside on the
same physical machine.

26. Domain-specific curated bundles of services targeted toward business problems
Application
Services
Integration
Big Data
Internet
of Things
Security
DevOps
Data
Management
Commerce
MarketingWatson
Analytics
Mobile

27. Current or New IBM Services in 2014
Mobile
Web & App
Services
Integration
Big Data
Internet
of Things
Security
DevOps
Data
Management
Commerce
MarketingWatson
Analytics
Push Notification
Cloud Code
Mobile Data API
Mobile App
Management
Mobile Quality
Assurance
Twilio (Partner)
Mobile Data Sync
Geo Location
Integration Service
Secure Connector
Private API Catalog
Data Mapper
MapReduce
BLU Acceleration
SQL Database
JSON Database
MongoDB (C)
MySQL (C)
PostgreSQL (C)
Cloudant
JazzHub
App Performance
Monitoring
Built-in GIT
Built-in Web IDE
SSO & Login
Data Cache
Session Cache
Elastic MQ
Rules
Log Analysis
Redis (C)
RabbitMQ (C)
Run-Times
Liberty for Java™
Node.js
Ruby (C)
PHP (C)
Charts & Reports
IOT Services

28. http://ibm-bluemix.coderpower.com

29.  Wants flexibility in language runtimes
 Familiar with web/browser based
tooling
 Priority is getting code up and running
as quickly as possible
 Looking for a rich set of development
services, including: database,
messaging, analytics, and mobile
 Interested in the community and
participation levels
 Robust DevOps application lifecycle
management tooling and pattern
based deployment automation
How to identify: BlueMix

30. Companies using Bluemix today
34
Retail
Reduction of operations
costs by30%- focusing on
apps and code, not
infrastructure.
Hospitality
MQA service reduced defect
resolution time by up to300%.
Mobile push service allowed
customer to avoid writing
custom code.
Transportation
From zero to implementing
a mobile app from a database
on premise
in15days.
Healthcare
Increases time to market for
new customer delivery by35%.
Value realized in days, not months.
Technology
Deployment of new
customer from2days to30
seconds.
Retail
Selected IBM as a strategic
partner for building engaging
apps.

31. BlueMix will be delivered via our global
footprint of IBM SoftLayer in 2014,
as well as on-premise solutions
INDIA
CHINA
Tokyo
Hong Kong
Singapore
Melbourne
Seattle
San Jose
Los Angeles
Mexico City
Denver
Chicago
Dallas
Houston
Toronto
Montreal
BRAZIL
New York City
Washington D.C.
Miami
London Frankfurt
Amsterdam
Paris
Sydney
Atlanta
DATA CENTER & NETWORK POINT OF PRESENCE
NETWORK POINT OF PRESENCE
40 data centers by end of 2014
$1.2B new investment in 2014
15 new data centers in 2014