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Cloud
Computing
Jordi Torres, BSC-UPC
07/06/2012
NEW
BUSINESS
MODEL?
Foto:DesignedInBarcelona.com
MUSICYESTERDAY’S BUSINESS
TODAY’S BUSINESS
OR NOT?
IS MUSIC A BUSINESS?
ExempledeJosepValor(IESE),2011
The most downloadedThe best-selling
20101986
ExempledeJosepValor(IESE),2011
Sold: 28.000.000
ExempledeJosepValor(IESE),2011
Sold: 28.000.000 Sold:
?
ExempledeJosepValor(IESE),2011
Revenues: 30.000.000$
Concerts tour 2010
Revenues: 70.000.000$
ExempledeJosepValor(IESE),2011
Revenues: 30.000.000$
Concerts tour 2010
Revenues: 70.000.000$
The business
model changed!
NEWNEW BUSINESS MODEL
Desintermediation
music: Itunes, spotify
books: Amazon
education: e-learning UOC, MIT
ALL SECTORS
NEWNEW BUSINESS MODEL
from physical movement to the
movement of information
Courtesy:DaniUrgell–CISCO
Desintermediation
music: Itunes, spotify
books: Amazon
education: e-learning UOC, MIT
travels: eDreams
Retail: Zara
. . .
ALL SECTORS
WHERE DATA ARE STORED?
Source:Apple.com.2011
WHERE DATA ARE STORED?
HOW DO
WE GET
HERE?
1950 2012
That has redefined IT
and industry in general
TIC
Every 15 years ….
A major technological
jump in IT
1950 1980 201019951965 2025
Mainframes
1950 1980 201019951965 2025
Mainframes
Personal
Computers
1950 1980 201019951965 2025
Mainframes
Personal
Computers
Internet
1950 1980 201019951965 2025
Mainframes
Personal
Computers
Internet
Big Data
Centers
Industrialization of IT
28.000 m2
Source:http://www.facebook.com/media/
set/?set=a.190842620965185.47008.140375289345252
40 Mw
Foto:Google
Foto:Google
> football pitch x 4
CLOUD
COMPUTING?
IT products or services?
IT AS A SERVICE
More flexible IT, which can adapt to
businesses and where costs can be predicted
On-demand self-service
Rapid elasticity
Ubiquitous access
. . . .
Pay per use
EXAMPLE: workload
SYSTEM CAPACITY
Demand
Time
Resources
Capacity
RESOURCES NOT USED
Demand
Time
Resources
Capacity
Resources
not used
WASTE OF RESOURCES
Demand
Time
Resources
Capacity
€€€€€€€€€€€€€€€€€€€€€€€€€€€€€
€€€€€€€€€€€€€€€€€€€€€€€€€€€€€
€€€€€€€€€€€€€€€€€€€€€€€€€€€€€
€€€€€ €€€€€€€€€€€€ €€€€€
€€€€ €€€€€€€€€€ €€€€
€€€ €€€€€€€€ €€€
€€ €€€€€€ €€€
€ €€€€ €€
€€€ €
CUSTOMER BEHAVIOR
Resources
Demand
Capacity
Time (days)
1 2 3
CUSTOMER BEHAVIOR
Resources
Demand
Capacity
Time (days)
1 2 3
CLOUD COMPUTING ELASTICITY
Demand
Capacity
Time
Resources
AGILITY FOR SUPPLYING
vs in-house data center
Fotos:cortesíaBSC
Amazon Data Center
Foto: Tutorial SC2011 - Robert Grossman
IaaSIaaSInfrastructure as a Service
AGILITY FOR SUPPLYING
TYPES OF CLOUDs
Software as a Service (SaaS)
Plataforma as a Service (PaaS)
Infraestructura as a Service (IaaS)
DELIVERY SERVICE MODEL
TYPES OF CLOUDs
Software as a Service (SaaS)
Plataforma as a Service (PaaS)
Infraestructura as a Service (IaaS)
DELIVERY SERVICE MODEL
Cloud Computing Forecast
Source:
http://softwarestrategiesblog.com/2012/01/17/roundup-of-
cloud-computing-forecasts-and-market-estimates-2012/
Gartner is predicting that the
IaaS market to grow by
47.8% through 2015.
IaaS
According to IDC, by 2015,
about 24% of all new
business software purchases
will be of service-enabled
software with SaaS delivery
being 13.1% of worldwide
software spending.
SaaS
IT’S HERE TO STAY
Source:
http://www.cisco.com/en/US/solutions/collateral/ns341/ns
525/ns537/ns705/ns1175/Cloud_Index_White_Paper.pdf
CISCO
EUROPEAN
CONCERNS?
Source:http://www.facebook.com/media/
set/?set=a.190842620965185.47008.140375289345252
40Mw
foto:Google
Where are the information factories?
Energy price: 0,03-0,04 €/kWh
foto:Google
foto:Google
Result: relocation overseas
La Vanguardia, 2/2/2012
Source: http://www.thenewfederalist.eu/Neelie-Kroes-Information-is-the-new-oil,04732
Source: http://www.jorditorres.org/blog
CLOUD: the core
Energy Grids:
up to 40% of the
energy produced
might be lost on its
way to the
consumer.
Foto: SMART 2020 Report
Traffic jams:
cost Europe
€135 billion a
year, and drivers
lose five days
per year while
sitting in traffic.
CLOUD
TODAY?
Security Privacy
Lack of
Standards
Data
Integrity
Regulatory
Data
Recovery
Control
Vendor
Maturity
...
Cloud Implementation Inhibitors
Client concerns
Solution? …. PRIVATE CLOUD?
Image source: eyeOS.com, 2009
Private
Cloud is,
essentially,
a Cloud
Computing
capability
dedicated
to one
organization
PRIVATE CLOUDPUBLIC CLOUD
operated by a
service provider
operated by enterprise
IT department behind
a corporative firewall
Intelligent & autonomic
management of resources
Solution? HIBRID CLOUD?
Hybrid cloud
Workload
Hybrid cloud
capacity
Workload
Hybrid cloud
capacity
Hybrid cloud
External Provider
EVERYTHING AS A SERVICE
IaaS
PaaS
SaaS
XaaS
DRaaS
SUaaS
BDaaS…
Cloud can DRIVE BUSINESS INNOVATION
Foto:DesignedInBarcelona.com
Taking cost out of company
Improve business processes and operational effectiveness
Using the cloud to enable new business models
WHAT
NEXT?
Everybody
connected
All this allows
A mobile future
http://www.searchenginejournal.com/the-growth-of-social-media-an-infographic/32788
http://money.cnn.com/2011/02/09/technology/smartphones_eclipse_pcs/index.htm
Not only will we have mobile devices, but also
Internet of Things
http://download.intel.com/newsroom/kits/embedded/pdfs/ECG_WhitePaper.pdf
http://www.urbiotica.com
1 EXABYTE =
1.000.000.000.000 MEGABYTE
Source:
http://www.datacenterknowledge.com/archives/2011/06/28/digital-
universe-to-add-1-8-zettabytes-in-2011/?utm-source=feedburner&utm-
medium=feed&utm-campaign=Feed:+DataCenterKnowledge+%28Data And this will bring about a
deluge of digital information
required a new approach to
Storage
Data
processing
Relational DB can’t
support everything
NoSQL
DBMS in-memory
Rethinking of data processing
Obtaining Value
from Data:
The information is non
actionable knowledge
Source: Economist , Feb 25th, 2010 http://www.economist.com/node/15579717
Big Data
The next
frontier for
innovation,
competition,
and
productivity
CONCLUSIONS?
AN OPPORTUNITY
LAVANGUARDIA,06/10/11
Foto: DesignedInBarcelona.com
We have to
prepare our businesses for
the explosion of the cloud
in a world of mobile technology and
social networks,
dominated by the
boom of available information and
all in a sustainable way.
Thank you for you attention!
This presentation can be downloaded from
www.JordiTorres.org/blog
Autonomic Systems and e-Business
Platforms research group
www.bsc.es/eBusiness
Thanks to
• Profesor, investigador y escritor en nuevas tecnologías
TIC. Es catedrático en la UPC Barcelona Tech con más de
veinte años de experiencia en I+D y dirige un grupo de
investigación en el Barcelona Supercomputing Center
donde realiza proyectos tanto con PYMES como con
empresas multinacionales líderes del sector
tecnológico. Actua como experto para diferentes
organizaciones, consultor tecnológico, miembro de
consejo de administración, imparte conferencias y
colabora con diferentes medios de comunicación.
• Su interés actual se centra en lograr un mayor y más
sostenible aprovechamiento de los recursos TIC (Green
Computing) en el escenario futuro marcado por el Cloud
Computing y la explosión de la información disponible
(Big Data), tanto para el beneficio de las empresas
como para el de la sociedad en general.
Más información en: www.JordiTorres.org/blog
http://www.librosdecabecera.com/empresas-en-la-nube
Acerca del autor:

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