Embracing the CloudRay Velez, Chief Technology Officer

Agenda

• What is the cloud?

• What can it do for marketing and your business?

• What are the cloud trends?

• What are the cloud concerns?

• Chat with experts

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What is the Cloud?

Cloud Definitions

Cloud computing is Internet-based computing, whereby shared resources, software, and information are provided to computers

 and other devices on demand, like the electricity grid.*

*From wikipedia, a cloud based encyclopedia

We’re All In

In March 2010, Microsoft's CEO, Steve Ballmer, made his strongest statement of betting the company's future in the cloud by

proclaiming "For the cloud, we're all in" and further stating "About 75 percent of our folks are doing entirely cloud based or entirely

cloud inspired, a year from now that will be 90 percent."

*http://seattletimes.nwsource.com/html/microsoftpri0/2011255515_steve_ballmer_speech_at_uw_were_all_in_for_cloud_c.html

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Cloud Computing Categories

Infrastructure as a Service

Platform as a Service

Software as a Service

•Amazon Web Services•Rackspace Cloud•Go Grid…

•Windows Azure•Google App Engine•Heroku…

•Salesforce.com•Facebook for Web sites•Google Docs…

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Infrastructure as a Service

Spectrum of Infrastructure Capabilities

Old World

On-PremisesServers

Hosted Servers

Cloud Platform

New World

EMBRACING THE CLOUD

What really changes? Never touch a physical server again?

EMBRACING THE CLOUD

Superbowl campaign gone wild? Not a problem

EMBRACING THE CLOUD

Need to test out a concept before committing?

EMBRACING THE CLOUD

What are the advantages?

• Lease vs. own and no sunk cost

• Only use what you need

• Easily scale up and down

• More predictable forecasting

• Start working within minutes

• Self service provisioning

EMBRACING THE CLOUD

Platform as a Service

No Operating System

What does no operating system mean?

EMBRACING THE CLOUD

From Code Editor to Production

EMBRACING THE CLOUD

Software as a Service

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Software as a Service vs. Traditional Software

• Software as a Service– Procure software licenses– Learn software and APIs– Integrate software

• Traditional Software Checklist– Procure physical hardware– Install and manage software– Procure software licenses– Install physical software licenses– Learn software and APIs– Integrate software

EMBRACING THE CLOUD

What are the advantages?

• All this results in

• lower startup costs

• Faster time to market

• More budget focused on the business

• Scale up and down without sunk cost

• In some cases even procurement goes away

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Software as a Service and Social BrandsUse Facebook authentication and enjoy 15% lift in registrations

Login

Capture and Share

Live Conversation• 15-20% increase time on

site• 5-15% increase in traffic

Share• 2-4% users share• 3-10 clicks/share

Single Sign-On• SSO results in 15%

increase in registrations

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Software as a Service and Social BrandsEmbed You Tube and Let Google Pay the Streaming Fees

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Software as a Service and Social BrandsBuild a new business – Social Content Recommendations

EMBRACING THE CLOUD

What does it mean for marketing?

Social Microsites 3rd Party Sites through RSS, widgets and apps Core Web Properties Mobile Applications 10 foot Applications

Marketing & Cloud – A Natural Fit

CLOUD COMPUTING

Cloud computing has affected technology marketing in all of these areas, accelerating innovation.

Marketing & Cloud – A Natural Fit

– Flexible scaling ties into the campaign needs– Cost structure – on demand pricing

– Provides the platform and language flexibility that more agile solutions require– Supports a methodology that is different from a standard software development

lifecycle

Case Study – Social MicrositeSocial

Microsites3rd Party

Sites Core Web Properties

Mobile Applications

10 foot Applications

Web Services

Cloud Services Enterprise Service-Oriented Architectures

Marketing & Cloud – A Natural Fit

– Allows for experimentation with newer technologies

Case Study – 10 foot ApplicationsSocial

Microsites3rd Party

Sites Core Web Properties

Mobile Applications

10 foot Applications

Web Services

Cloud Services Enterprise Service-Oriented Architectures

Marketing & Cloud – A Natural Fit

– Creates natural boundaries between campaign and core transactional systems

– Allows us to differentiate the specific needs for each of these 2 systems

Case Study – Core Web Experience

Social Microsites

3rd Party Sites

Core Web Properties

Mobile Applications

10 foot Applications

Web Services

Cloud Services Enterprise Service-Oriented Architectures

Marketing & Cloud – A Natural Fit

– Quickly build new businesses from existing assets– Handle massive amounts of data

Case Study – New Web Experience

Social Microsites

3rd Party Sites

Core Web Properties

Mobile Applications

10 foot Applications

Web Services

Cloud Services Enterprise Service-Oriented Architectures

EMBRACING THE CLOUD

Marketing & Cloud – A Natural Fit

• Scale up and down on demand

• Optimize long-term investment

Case Study – Core Web Experience

Social Microsites

3rd Party Sites

Core Web Properties

Mobile Applications

10 foot Applications

Web Services

Cloud Services Enterprise Service-Oriented Architectures

EMBRACING THE CLOUD

Marketing & Cloud – A Natural Fit

• Target and segment users with huge volumes of data

• Use new cloud based data insight technologies like Amazon’s Elastic Map Reduce

Case Study – Core Web Experience

Social Microsites

3rd Party Sites

Core Web Properties

Mobile Applications

10 foot Applications

Web Services

Cloud Services Enterprise Service-Oriented Architectures

EMBRACING THE CLOUD

Trends

Trend 1 – Digital Marketing Platforms

Marketing organizations are moving from tactical to strategic use of cloud infrastructure

Trend 2 – Open APIs

Cloud infrastructure further fuels the creation of (niche) sites and other distributed experiences, forcing organizations to open up their content, data and applications

Personality

Trend 3 – Development and Deployment are one

The cloud provides infinite flexibility around deployment configurations, and therefore must become part of the development lifecycle. Stack-wide control of versioning is vital for thoroughly tested error-free deployments.

Application

Configurations

Middleware

OS

Infrastructure Size 1 Size 2 Size 3

V1 V2 V3

V1 V2 V3

V1 V2 V3

V1 V2 V3

Trend 4 – The innovation process is changing

• Technology is not a barrier any more around executing marketing ideas, infrastructure and technology constraints are eliminated.

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DetailedDesign

DetailedDesign

Build Build

DetailedDesign

DetailedDesign

Build Build

SPRINTREVIEW

SPRINTREVIEW

SPRINTREVIEW

SPRINTREVIEW

Trend 5 – Cloud friendly tools are gaining traction

• Open source software products, frameworks and database technologies developed for the cloud are gaining traction and adoption

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EMBRACING THE CLOUD

Cloud Computing Concerns

• Security

• Reliability

• Privacy and European Union Regulations

• Balancing existing infrastructure investments

• Rigid compliance needs

EMBRACING THE CLOUD

Cloud Computing Consideration Set

EMBRACING THE CLOUD

How can you embrace the cloud?

• Offload periodic batch processing

• Churn through data with Google like speed

• Extend you internal infrastructure with virtual private clouds

EMBRACING THE CLOUD

Chat with experts….

• Matthew Johnson

• Basel Salloum

• John Cunningham

• Tobias Klauder

Thank YouRay Velez, Chief Technology Officer