The cloud market has evolved to the point where it's no longer enough to just offer virtual machines by the hour. Developers are demanding more, asking for services like Database-as-a-Service, Cache-as-a-Service and Queue-as-a-Service. In this talk, you will hear about how Codero Hosting is meeting the need for differentiated dedicated and cloud services by combining the power of CloudStack and CumuLogic.

1. Chandler Vaughn, Sr. VP Product, Codero Hosting
Chip Childers, VP Product Strategy, CumuLogic
MAKING THE MOVE FROM IAAS TO IAAS+

2. Quick Quiz
Which AWS service was touted by Amazon in 2012
as having the fastest adoption rate for of any new
service after its first 5 months?
(hint: it wasn’t EC2)
DynamoDB
Source: http://www.allthingsdistributed.com/2012/06/amazon-dynamodb-growth.html

3. Key Term Definition
IaaS+
Acronym
1. A combination of IaaS with additional application
layer modular services (e.g.: DBaaS) in a cohesive
suite of service offerings
2. IaaS plus all the other stuff that developers want

4. An Example
IaaS (EC2, S3)
+ RDS
+ Dynamo
+ SQS
=
IaaS+

5. Why Do Developers Want These Services?
• Modularity – Architectural choice!
• Abstraction – Who actually wants to configure
database backups themselves?
• Shiny new tech – Yep, because developers like
shiny objects.

6. DBaaS Market Opportunity
$-
$500
$1,000
$1,500
$2,000
2012 2013 2014 2015 2016
DBaaS Market Revenue & Forecast ($M)
100% Year over Year
growth
Enterprise Adoption:
• 2013 - 32.6% using
DBaaS
• 2016 - 70% expected
Source: 451 Research https://451research.com/report-short?entityId=78105&referrer=marketing
DBaaS is rapidly
becoming expected and
required by cloud users

7. Cloud and Hosting Spending by
Application Type
Source: http://coteindustries.com/post/82128252801/cloud-and-hosting-spending-by-application-type

8. DBaaS Adoption Rationale
Source: 451 Research https://451research.com/report-short?entityId=78105&referrer=marketing
Customers dealing with:
• Application specific database
proliferation
• Massive growth in overall
stored data
• Increasing velocity of change in
application layer
• Challenges in operationally
supporting new technologies
DBaaS providers solve most of
these challenges for users
Departmental Apps
Backup / Enterprise /
Transactional Apps
Analytics
Additional Capacity
Production Web Apps
Dev / Test
0% 10% 20% 30% 40% 50%
DBaaS Adoption in 2013

9. What Does This Mean to Service Providers?
• This is the new “bar” that public clouds are being
measured against
(VMs aren’t enough)
• By offering these services, you’ll drive increases overall
service consumption
(data gravity is an amazing thing)
• If you don’t do it, you might finding a shrinking
addressable market
(developers are finicky like that)

10. CODERO HOSTING
Case Study:

11. A Quick Introduction to Codero Hosting
The Hybrid Cloud Company
• Home to 4000 businesses
• Patented On Demand Hybrid TM with a broad hybrid
hosting Portfolio of Dedicated, Managed & Cloud
• Focused on Rapid and Automated Deployment of
Networks, Dedicated, and Cloud Services
• Reliability & Performance with 24/7/365 U.S.-based
support & Four SSAE16 data centers backed by industry-
leading SLAs

12. IaaS is sooo 2009…
• Surprise everyone… Virtualization doesn’t matter
– Customers don’t care how they get IaaS…
– It just needs to work (for customers AND for the provider)
• The key is catering to the end users (duh…)
– For cloud the sweet spots are:
– Tech dependent Small to Medium Businesses
– AND developers
– This was true in 2009… it’s still true today

13. IaaS and IaaS+ Defining Characteristics
• On-Demand Self-Service
– Universal access
• Subscription model
– No CAPEX for the customer
• Fast Time-to-Value
– Rapid acquisition, use and deployment
• Elasticity
– For IaaS+, that really means ENABLING scale up and/or
scale out

14. Databases Pose a Slurry of Unique
Problems for Customers
Management
• What do I need to do for an install?
• How do I manage users?
• How do I configure parameters and tune?
• What do I do for monitoring and patching?
• What do I do for backups and restores?
• Share nothing?
• Share everything?
Availability
• How do I configure a standby?
• What do I need to do to deploy replication?
• What failover criteria and mechanisms do I rely
on?
Elasticity/Scaling
• Do I scale up? - Simple but limited
• Or, should I scale out? - Flexible but complicated
• When????
Cost
• Is scaling going to double or triple my costs?
• Do I need special management tools?
• Do I need special licenses to enable features?
The problem is… Developers just want to code…

15. The Promise of IaaS+ (DBaaS in Particular) Is
About Removing Massive Amounts of Complexity
Typical Database Install
• Provision infrastructure
• Load database software
• Configure database software
• Load additional software
• Configure additional software
• Create and implement ongoing
maintenance and upgrade procedures
for all software
• Get to Work
DBaaS Install
• Choose your flavor of database
• Load database software
• Configure database software
• Load additional software
• Configure additional software
• Create and implement ongoing
maintenance and upgrade procedures
for all software
• Get to Work
As a service provider… this means increased IaaS
usage on already Operationally Efficient Platforms

16. Codero Cloud Database-as-a-Service
(DBaaS)
• Single-click deployment
• Elastic, available and simple database
management!
• Robust functionality for SQL and
NoSQL use cases
– Full compatibility with MySQL and MongoDB
• Self-service management portal
• No Humans Allowed – Hands-free
philosophy
– Operational aspects are built into the service
• Built on the only On-Demand Hybrid CloudTM

17. Codero Cloud DBaaS (cont.)
• Elastic resource usage
• Expansive configuration options for database
• Database management features included
• Database API interface to service
codero.com/dbaas-signup

18. IaaS is Only One Piece to the Puzzle…
• Differentiation is a MUST. Public Clouds
need higher-level IaaS+ services to compete
(Anybody can get a slice of a computer these days)
• If a Cloud makes a developer yawn (or cringe) there is a
BIG a problem
(Good Developers like simplicity and are lazy… make their life easy)
• To create high-growth services, identify your ‘DynamoDB’
(Automated services like DBaaS, queuing, and caching are highly utilized and very,
very sticky)

19. Resources
• codero.com/dbaas-signup
• cumulogic.com/30-days

20. cvaughn@codero.com
chip.childers@cumulogic.com
THANK YOU!