1. Microsoft Cloud Day Daniel Bucherer Azure Platform Strategy Advisor, Microsoft Corporation Introduction to Windows Azure platform and real world case study As a Platform Strategy Advisor, Daniel Bucherer guides Independent Software Vendors (ISVs) all across South East Asia along their journey to the Cloud. This session Daniel will guide you through what makes Windows Azure a platform for real Cloud applications and how you can benefit from the architectural shift to a Platform as a Service infrastructure.

2. What Is The Cloud? Is Cloud the same as “Virtualization”? Cloud Coverage in October 2009 Is Cloud the “New Hosting”? Is Cloud the “New Mainframe”?

3. Industry Transformation MAINFRAME CLOUD CLIENT /SERVER

4. SELF SERVICE PLATFORM SOFTWARE INFRASTRUCTURE AS A SERVICE AS A SERVICE AS A SERVICE SHARED SCALABLE & ELASTIC USAGE BASED CLOUD COMPUTING IT AS A SERVICE

5. Cloud Computing Taxonomy IaaS PaaS SaaS Traditional IT You manage You manage Managed by vendor Applications Applications Applications Applications You manage Managed by vendor Data Data Data Data Managed by vendor Runtime Runtime Runtime Runtime Middleware Middleware Middleware Middleware O/S O/S O/S O/S Virtualization Virtualization Virtualization Virtualization Servers Servers Servers Servers Storage Storage Storage Storage Networking Networking Networking Networking

6. Cost vs. Abstraction Level Physical Machines Virtual Machines Cost of Operation IaaS PaaS Abstraction Level

8. ISVs and System Integrators rapidly reach market and pay as you go

9. IT Managersgain access to a new set of resources without adding complexity

11. DUBLIN AMSTERDAM CHICAGO QUINCY JAPAN HONG KONG DES MOINES BOYDTON SAN ANTONIO SINGAPORE MICROSOFT DATACENTER INVESTMENT

12. Microsoft Chicago Datacenter $500M Investment 700,000 Square Feet 60 MW Total Critical Power 3,400 Tons of Steel 190 Miles of Conduit 2,400 Tons of Copper 26,000 Cubic Yards of Concrete 7.5 Miles of Chilled Water Piping Source: Microsoft

13. Benefits How Azure is Unique Why This Helps You Service Management Free Up Resources Leveraging What You Know, Have Invested In Developer Experience Scale Defy Existing Application Physics Multiple Scenarios Supported (e.g., hybrid) Complete Platform Reach Access to Global Market Free Up Cash Flow Business Flexibility Consistent Environment Development Efficiency

14. yolk Interactive agency specializing in online marketing campaigns and web properties. We build web applications and data driven sites for clients.

15. The Typical Application Considerations in Choosing Platform

16. Why Microsoft Azure

17. Windows Azure Platform Bandwidth Support HW/ Hosting App Dev TOTAL SAVINGS (20%) (62%) 32% 24% (5%) Example: Freeing up Cash Flow (31%) * Source: HCL This 31% allows you to reinvest in your business** ** Does not include license savings

18. Windows Azure Platform Purchasing Models Subscription Additional Licensing Consumption “Pay as you go and grow” “Value for a commitment“ “Coordinated purchasing” Low barrier to entry and flexibility Optimized for cloud elasticity Discounts for commitment Plans for payment predictability Centralized purchasing experience Introduction to volume discounts Promotional Offers Development Pricing Integration withPrograms Partner Discount

19. Windows Azure Platform Consumption Prices Pay as you go and grow for only what you use when you use it Elastic, scalable, secure, and highly available automated service platform Highly available, scalable, and self managed distributed database service Compute Storage Web Edition Business Edition Data Transfer / CDN $9.99 to $49.95/month(up to 5 GB DB/month) $99.99 to $499.95/month(up to 50 GB DB/month) Per GB stored and transactions Per service hour Per database/month Per database/month $0.15 per GB for data transfers from European & North American locations $0.20 per GB for data transfers from other locations $0.01 per 10,000 transactions $0.12/hour + Variable Instance Sizes $0.15 GB/month $0.01/10k transactions Windows Azure platform AppFabric Service Bus and Access Control Scalable, automated, highly available services for secure connectivity Service Bus Access Control $3.99/per connection to $995 for 500 connections $1.99/per 100,000 transactions Per Message Operation Per Message Operation Prices shown in USD only International prices are available

20. IT Workload Patterns Optimal for Cloud “Growing Fast“ “On and Off “ Inactivity Period Compute Compute Average Usage Usage Average Time Time On and off workloads (e.g. batch job) Over provisioned capacity is wasted Time to market can be cumbersome Successful services needs to grow/scale Keeping up w/growth is big IT challenge Complex lead time for deployment “Unpredictable Bursting“ “Predictable Bursting“ Compute Compute Average Usage Average Usage Time Time Unexpected/unplanned peak in demand Sudden spike impacts performance Can’t over provision for extreme cases Services with micro seasonality trends Peaks due to periodic increased demand IT complexity and wasted capacity

21. •target.com•walmart.com •toysrus.com•barnesandnoble.com •turbotax.com•taxcut.com •hrblock.com•taxact.com ~10x normal load (Tax season) ~4x normal load (Holiday shopping) Jan 2009 Jan 2010 Jan 2009 Jan 2010 Source: Alexa Source: Alexa Predictable Bursting – Examples

22. The Windows Azure Platform Your SaaSApplication Development Platform as a service OS Hardware Relational Database as a service Float Above IT Secure Connectivity and Caching as a service

23. Offers and Programs to Get You Started Platform Training Kit Development Accelerators MPN Discount MSDN Premium BizSpark

24. Your Next Steps Go to market Train your team and develop solutions Plan your Business Download the SDK and other development tools Leverage the Technical Training Kit Get architectural guidance for migrating your application Use the Application Assessment tool Enroll in Microsoft Platform Ready Use Windows Azure Marketplace to help sell your application or service (available soon) Leverage our selling guidance, tools and materials View offers and programs which help you get started today Use the TCO and ROI calculators to learn how Windows Azure can help your business Read white papers on how to take advantage of the Windows Azure Platform