cloud market
TRANSCRIPT
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© 2010 Cisco Systems, Inc. All rights reserved. Cisco ConfidentialPresentation_ID
Enabling Cloud Services
Telkom Indonesia – 13 August 2010
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Agenda
Cloud Computing
Cisco Services Market
© 2009 Cisco Systems, Inc. All rights reserved. Cisco ConfidentialPresentation_ID 2
Cloud Market in Indonesia
Cloud Business Model
Cloud Technology Overview
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Cloud Computing
Definition
IT Resources and Services
that Are Abstracted from theUnderlying Infrastructure andProvided “On Demand” and“At Scale” in a Multitenant
© 2009 Cisco Systems, Inc. All rights reserved. Cisco ConfidentialPresentation_ID 3
Anywhere,Anyone,
Any Service
A style of computing where massivelyscalable it-enabled capabilities aredelivered “as a service” to multipleexternal customers using internettechnologies.
Source: Gartner “Defining and Describing an
Emerging Phenomenon,” June 2008.
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Cloud Computing
Components
44Deployment
Models
Deployment
Models
55Key
Characteristics
Key
Characteristics
Five characteristics that justify using cloud-based
services
Five characteristics that justify using cloud-based
services
Four deployment models - Build your own to fully
outsourced
Four deployment models - Build your own to fully
outsourced
11 ManagementManagement
33 Delivery ModelsDelivery Models
22Payment PlansPayment Plans
Three delivery models - SPI as a Service
delivery model
Three delivery models - SPI as a Service
delivery model
Two ways to pay – All you can eat or pay-per-drinkTwo ways to pay – All you can eat or pay-per-drink
One management system is a necessity –
Integrated, sophisticated, and all-encompassing
One management system is a necessity –
Integrated, sophisticated, and all-encompassing
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Cloud Simplifies IT for BusinessCloud computing offers:
• Flexibility of resource allocation
• Efficiency of resource allocation
• Democratization of resourceallocation
Which enables:
• Agile IT service delivery
Provisioning in minutesTime to market reduced 50+%
• Cost Optimization
Capital costs decrease (often 50+%)Operations costs lowered 25-30%
Cisco delivers cloud computing benefits
WITHOUT sacrificing service levels, security or compliance
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Cisco-Enabled Cloud Services
What We Offer Today
Softwareas a Service
Communications/Collaboration as a ServiceVideo as a Service
Webex as a Service
Platformas a Service
Ecosystem Partner Solutions
© 2009 Cisco Systems, Inc. All rights reserved. Cisco ConfidentialPresentation_ID 7
Cloud –Enabling
Solutions
Cisco Cloud Enablement ServicesUnified Computing Systems +
Cloud-Centric Network
Infrastructureas a Service
Cisco IaaS-Enabled Cloud Solutions:CaaS, DR, VDI, Cloudburst, Dev/Test QA
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Cloud Computing Journey
Standalone Clouds Private Clouds
External,Off-Premise
Inter-Cloud
Security SLAs
Interoperability
Key Challenges: Federation Portability
Market
Key Challenges:
Internal,On-Premise
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Ecosystem Partners
Horizontal Virtualization ModelVirtualization
Provide Storage Arrays for DCsStorage
Enable Automation of ManagementService Orchestration
© 2009 Cisco Systems, Inc. All rights reserved. Cisco ConfidentialPresentation_ID 9
Integration to Enhance ApplicationPerformance Product Offerings
App/Databases
Link to Cisco Managed ServicesStrategy
Managed Services/Outsourcers
Develop Service Offerings
for Facilities
Facilities
Business and IT ProcessBusiness ProcessTransformation
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Agenda
Cloud Computing
Cloud Computing Market
© 2009 Cisco Systems, Inc. All rights reserved. Cisco ConfidentialPresentation_ID 10
Cloud Market in Indonesia
Cloud Business Model
Cloud Technology Overview
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A Growing Cloud Computing Market
Estimated at ~$60B in 2012
WW Cloud Computing Market~$60B: Revenue Estimate
"The move to cloud computing is the
Greater than 20% growth expected year over year, with infrastructure as a servicerevenue at ~$15-20B by 2012.
—Cisco Study Results 2009
11
Source: Cisco IBSG; Saugatuck, IDC, Gartner, TripleTree, Deutsche Bank
computing industry.“
—Gartner 2008
The Cloud Wars: $100+ billion at stake … by2011 the volume of cloud computing marketopportunity would amount to $160B, including$95B in business and productivity apps (email,
office, CRM ) and $65B in online advertising.
—Merrill Lynch
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Amazon Web Services offers on-demand
computing / storage well below typical TCO
AMIAMICustomer
Priceamazon.com
$ 0.20 / GB
TCO
Typical Data Center
"Scale up and down in
10 minutes"
Sometimes weeks to
deploy new servers
© 2009 Cisco Systems, Inc. All rights reserved. Cisco ConfidentialPresentation_ID 12
Amazon
S3
AmazonEC2
$ 0.15per GB / month
$ 0.10per wall clock hour
Xen virtualized O/S,providing equivalent of • 1.7GHz x86 processor
• 1.7GB Ram
data transfer cost
$ 3 - $9per utilized hour
Case examples
• Healthcare ($7)
• Insurance ($5)
• Transport ($4)
VMWareTCOCalculator ($9)
$ 1 - $15per GB / Month
Source: Amazon Web Scale Computing – CTO; http://www.cisco.com/web/about/ciscoitatwork/featured_content/fc_july_aug_2007_article03.html
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Service Providers Move Up the Value Chain
Evolution of SP Services: SPI Model
© 2009 Cisco Systems, Inc. All rights reserved. Cisco ConfidentialPresentation_ID 13
Business Con. (DR)
Cloud Burst / Hi IO
DT / QA
Complexity
Colocation
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The Journey
outsource their IT
Customer wantsmaximum performance,
scale & value
SP Owned& SP Managed
(Dedicated Nodes)
Customer Owned,Customer or SP Managed
SP Ownedand SP Managed
(Cloud Computing)
© 2009 Cisco Systems, Inc. All rights reserved. Cisco ConfidentialPresentation_ID 14
Space, Power, B/W
Managed Services
Customer Operating System
Customer or SPInfrastructure
Managed Services
Service Provider
UtilityInfrastructure
Space, Power, B/W Space, Power, B/W
Customer Operating System
Customer Infrastructure
Service Provider Infrastructure
Managed Services
Consulting
Customer wants tocontrol operations
env ronmen
Customer wants tocontrol OS & appsbut not hardware
Moving Customers from Left to Right for SP in IT Hosting Business
Customer Owned
and Customer Managed
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Cloud Adoption InhibitorsRate the Challenges/Issues of the “Cloud:/ON-Demand Model
Security
Performance
Availability
Hard to Integrate
#1in Security
© 2009 Cisco Systems, Inc. All rights reserved. Cisco ConfidentialPresentation_ID 16
Application Relevance Speaks to Performanceand Availability KPI Demanded by Customers
0% 20% 40% 60% 80% 100%
with In-House IT
Not Enough Abilityto Customize
Worried Cloud willCost More
Bringing Back In-Housewill be Difficult
Not Enough Major Suppliers Yet
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Agenda
Cloud Computing
Cloud Computing Market
© 2009 Cisco Systems, Inc. All rights reserved. Cisco ConfidentialPresentation_ID 18
Cloud Market in Indonesia
Cloud Business Model
Cloud Technology Overview
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Figure 1: Magic Quadrant for Web Hosting and Hosted Cloud SystemsInfrastructure Services (On Demand), 2009
Challengers Leaders
AT&T
Savvis
Terremark
A Scorecard for Cloud Service Providers
© 2009 Cisco Systems, Inc. All rights reserved. Cisco ConfidentialPresentation_ID 19
Source: Gartner (June 2009)
Media Temple
Quality Technology Services
Niche Players Visionaries
Amazon
GoGrid(previously Servepath)
JoyentOpSource
Softlayer
Layered Technologies
SunGard IBM
Completeness of Vision
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Examples of On-Demand IT offered by NSPs
OverviewCompute-aaS
“Computing as a Service” http://www.verizonbusiness.com/us/products/itsolutions/caas/
“Dynamic Computing”
http://www.t-systems.com/tsi/en/226028/Home/Solutions/Real-ICT/Dynamic-Services/DynamicServices
© 2009 Cisco Systems, Inc. All rights reserved. Cisco ConfidentialPresentation_ID 23
“Synaptic Hosting Service” http://www.business.att.com/enterprise/Family/application-hosting-enterprise/synaptic-hosting-enterprise/
Storage-aaS
“Synaptic Storage as a Service” http://www.business.att.com/enterprise/Family/application-hosting-enterprise/storage-as-a-service-enterprise/
Software-aaS
“T-Suite Applications”
http://www.telstrabusiness.com/business/portal/online/site/productsservices/tsuiteapplications.52025
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Agenda
Cloud Computing
Cloud Computing Market
© 2009 Cisco Systems, Inc. All rights reserved. Cisco ConfidentialPresentation_ID 25
Cloud Market in Indonesia
Cloud Business Model
Cloud Technology Overview
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Journey To Cloud Computing….Market Maturity
Intercloud
Consolidation Virtualization Market
Some customers
Some companystarting to use it –small scale andlimited apps
© 2009 Cisco Systems, Inc. All rights reserved. Cisco ConfidentialPresentation_ID 26
Data Center Networking
Unified Fabric
Unified Computing
Private Clouds
Potentialcustomers were
here today
,
or partially
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Managed DC Services Opportunity In IndonesiaTotal CAGR Of 29.9%.
© 2009 Cisco Systems, Inc. All rights reserved. Cisco ConfidentialPresentation_ID 27Source: IDC, APAC Managed Services Opportunity, Nov 2009
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Server Virtualization
© 2009 Cisco Systems, Inc. All rights reserved. Cisco ConfidentialPresentation_ID 28
Key Drivers for Server Virtualization• Reduce cost/saving in buying fewer servers
• Improving server virtualization• Simplify management/maintenance
• More energy efficient – consume less power
• Server consolidation
Average virtualized server :$13,000
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Amazon sets a low bar for low-end pricing at $0.10/vm/hour for a small VM.Prices vary significantly, however, for larger VMs and VMs with OS and Software.VM pricing is more consistent when normalized by GB of vRAM.
No OS prices
Prices increase withOS and more
Cloud Revenue Stream Model – Set by Amazon
© 2009 Cisco Systems, Inc. All rights reserved. Cisco ConfidentialPresentation_ID 30
Hosting.com at a discountfor larger machines
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Agenda
Cloud Computing
Cloud Computing Market
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Cloud Market in Indonesia
Cloud Business Model
Cloud Technology Overview
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Top 5 Services for IaaS Delivery
Services that land squarely for IaaS Delivery
DevTestQualityDevTestQuality
ComputeComputeVirtual
DesktopVirtual
Desktop
Hot – Cold
Web frontendfor Application
BusinessContinuit
y(Disaster
BusinessContinuit
y(Disaster
© 2009 Cisco Systems, Inc. All rights reserved. Cisco ConfidentialPresentation_ID 33
Assurance
Environment
Assurance
Environment
Service
Service
High IO / Cloud
Burst
High IO / Cloud
Burst
ecoveryecovery
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End-to-End Go-to-Market Support
for Cloud Services
© 2009 Cisco Systems, Inc. All rights reserved. Cisco ConfidentialPresentation_ID 34
P/D/I Services SLA-based Operate
Services Cisco Capital
Financing
Market Analysis for Cloud-able Apps
Services Definition
Business Case
Sales Training &
Enablement
Demand Gen
Joint Market
Development Prog.
DevelopDifferentiated
Services
AccelerateSuccess and
Profitability
Reduce Risk,Cost, and
Time-to-Market
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Time-to-Value Focused Engagement Models
MSPHosted
MSP Hosted/Cisco Operate
Cisco can Support Different Models for
Deploying Cloud Services
© 2009 Cisco Systems, Inc. All rights reserved. Cisco ConfidentialPresentation_ID 35
Hosting
Operate
Build/Integrate
Telkom Telkom
Telkom Cisco Cisco
Cisco Cisco Cisco
Our goal is to augment your delivery capabilitiesso you can address new opportunities faster
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Cisco will provide ongoing Solution Supports and
Design Services for Telkom’s Business Interest
Pre-Sales non-chargeable advisory to drive client solutions based on the CiscoVBLOCK Solution
Post-sales chargeable advisory services through Cisco’s Advanced ServicesTeam to support Telkom in designing customized Client Solutions
Focus on ensuring key applications and SLA requirements from clients arebeing met by the most effective joint solution
© 2009 Cisco Systems, Inc. All rights reserved. Cisco ConfidentialPresentation_ID 36
Cisco Solution Support
Pre-Sales non-
chargeable advisory
services
Pre-Sales
chargeable advisory
services
Telkom DC & Cloud Offering
Client Agreed
Engagement
Client focused pre-
sales effort
Telkom Internal
Requirement
Examples of joint
solution design
engagements:
• High Available DR
Solutions
• Oracle andMiddleware
Clustering
• DC Segments
Purpose Build for
key clients
• Virtualized SAP
Solution
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PAYG: Capacity Delivery ModelSystem
Capacity
We need to agree on
threshold ca acit to
Capacity upgrade
delivered as agreed SLA
(lead time,capacity)
VM sold
Vblock
Max.
© 2009 Cisco Systems, Inc. All rights reserved. Cisco ConfidentialPresentation_ID 37
Time
Cisco to deliver system
at initially agreed
capacity
trigger upgrade
Vblock
Min.
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PAYG: Revenue vs Cost Model
PAYG as per
activated VM
blocks
System
Capacity
Revenue Stream
from End Users
© 2009 Cisco Systems, Inc. All rights reserved. Cisco ConfidentialPresentation_ID 38
Base payment
incl. operate services
Time
race
Period
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Agenda
Cloud Computing
Cloud Computing Market
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Cloud Market in Indonesia
Cloud Business Model
Cloud Technology Overview
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Essential
Characteristics On-DemandSelf Service
Broad NetworkAccess
ResourcePooling
Rapid ElasticityMeasured Service
Cloud Definition from NIST
© 2009 Cisco Systems, Inc. All rights reserved. Cisco ConfidentialPresentation_ID 41
ServiceModels Software as aService (SaaS) Platform as aService (PaaS) Infrastructure as aService (IaaS)
DeploymentModels
http://www.csrc.nist.gov/groups/SNS/cloud-computing/index.html
Private Public Hybrid Community
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Cloud Delivery Models
Application(SaaS)
Applications at Scale(End users)
Platformas a Service
Execution Platforms at Scale(Developers)
© 2009 Cisco Systems, Inc. All rights reserved. Cisco ConfidentialPresentation_ID 42
Infrastructureas a Service
Infrastructure at Scale(System Administrators)
EnablingTechnology
Cloud Service Delivery at Scale(Public / Private Cloud Providers)
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Success Story
Cisco Services Enables IaaS-Based Managed Services
Deliver new IaaS services to enterprise customers
Increase automation, efficiency, and scalability
of service delivery
Challenges
© 2009 Cisco Systems, Inc. All rights reserved. Cisco ConfidentialPresentation_ID 43
Priming program management function
created alignment across multiple teams
Delivered enhanced security
Enabled multitenant consolidation
Provided faster service creation and
delivery – at lower cost
Assured Savvis was number one tomarket – despite previously uncharted
waters of IaaS computing solution
Unified service delivery solution
Nexus 5000, 7000, 1000V
VMware vSphere 4, VMsafe API
Comprehensive architecture services
Overarching program management
Discovery analysis
Extensive solution level testingHigh- and low-level designs
Optimization services
Assessment service
Network support service
Continuous learning service
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Potential Market for New Business…….Server Virtualization
Unit Shipments
Rack Factor 2009 2010 2011 2012 2013 2014 CAGR
Rack-optimized 12,147 15,329 17,160 18,877 20,876 23,466 14.1%
Rack Capable 8,645 10,923 10,256 10,373 10,687 11,241 5.4%
Tower/Pedestal 3,606 3,453 3,175 3,038 2,983 2,893 -4.3%
x86 Server
© 2009 Cisco Systems, Inc. All rights reserved. Cisco ConfidentialPresentation_ID 44
Blade 2,869 4,205 5,741 7,195 9,344 11,705 32.5%
Total 27,267 33,910 36,333 39,482 43,890 49,305 12.6%
*CAGR calculated from 2009 to 2014
Unit Shipments
Operating System 2009 2010 2011 2012 2013 2014 CAGR
Windows 22,917 28,732 30,553 32,635 35,664 39,204 11.3%
Linux 3,756 4,924 5,502 6,540 7,901 9,754 21.0%
NetWare 393 0 0 0 0 0 -100.0%
Unix 201 254 277 307 325 346 11.5%
Other 0 0 0 0 0 0 NA
Total 27,267 33,910 36,333 39,482 43,890 49,305 12.6%
*CAGR calculated from 2009 to 2014
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Exploiting Cloud IaaS for
Business Benefit
redundant
with seasonal
units have
PC costs
development/
Computeas a Service
VirtualDesktop
Infrastructure
(VDI)
DevTestQuality
Assurance
Environment
High IO/Cloud Burst
BusinessContinuity(Disaster
Recovery)
© 2009 Cisco Systems, Inc. All rights reserved. Cisco ConfidentialPresentation_ID 45
,backup servers
rarely used
Cloud solution -shared DR -increases assetutilization, freesup equipment
Involves low risk
for enterprise(primaryinfrastructureuntouched)
Deliver correctcapacity in eventof a failover via
orchestrationautomation
,significant
capacity isunused outsidepeak times.
Cloud solutionenables rapidaccess – “burst” -to additional
capacity for peaks of demand
Shared to other business units atother times
Lower costs,meets variable
demand needs
compute
infrastructure
Cloud solutionprovides flexiblecomputecapacity ondemand
Aligns cost to
usage –chargebackmechanismsnow feasible
Deliver rapidprovisioning viaorchestration
automation
,new application
delivery to users
Cloud solutionprovidersflexible, rapidlyprovisioned,secure desktop
Increases
lifespan of existing PCdesktops
Leverage highdegree of virtualization toachieve
economy of scale
separate
infrastructure,often unused
Cloud solutionprovides sharedresources withtight SLA for each
developmentteam
Free upequipment for new projects, domore with less
Leverage high
degree of virtualization
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Cloud IaaS Architecture Overview
© 2009 Cisco Systems, Inc. All rights reserved. Cisco ConfidentialPresentation_ID
DCInterconnect
Virtual Infrastructure
VMVMPublicCloud
(ServiceProvider)
Private
CloudComputeStorageNetwork
ComputeStorageNetwork
ComputeStorageNetwork
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Vblock Infrastructure PackagesLegacy vs. Vblock Infrastructure Packages
Optimized Infrastructure Streamlined Operational Control Cost and Risk Management
30% increase in server utilization 80% faster dynamic provisioning of storage and server infrastructure
40% cost reduction in cabling (fibre / patchcords etc.) and associated labor 50% increase in server density
200% increase in VM density Day to day task automation (vCenter and UCS Manager) 30% less power consumption
Minimum of 72 VMs per KW Continuous operation and availability (DRS/HA) 4X standard consolidation ratios (footprint)
Deterministic Performance Envelope for Individual or classes of workloads mobility
Presentation_ID
Imagine the power of three …
1MW, 10,000 Sq FtTraditional
(c-Class blade)Vblock
DC efficiency 100% 170-200%
Cabling costs $2.7M <$1.6M
# physical server 720 1200-1400
# VMs 9300-10800 12000-28000
VM per KW 7.2 12-28
Cl d C t St t M d l S t ‘Wh Ci ’ P iti
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Size of Config 120 Virtual Machines (VMs)Storage 50 GB / VM = 120 x 50 = 6 TBMemory / Blade 64 GBMemory / VM 1.5 GBVMs / Server 42
Summary :Network Cisco $ 60K 20%Vmware vSphere + VC $ 36K 12%Citrix Zen $ 24K 8%
Cloud Cost Structure Model – Set ‘Why Cisco’ Proposition
CiscoNetworkBuild Out
Cisco UCSOpportunity(80% virtual servers)
© 2009 Cisco Systems, Inc. All rights reserved. Cisco ConfidentialPresentation_ID 48
Storage EMC / NETAPP / 3PAR iSCSI 12 TB $ 84K 28%
Server Cisco UCS/ IBM / HP / DELL $ 72K 24%Cloud SW Service Orchestration $ 24K 8%Operations Power,Space,Cooling,Operations $ 150KTotal $ 450K
Cost per VM $450K / 36 months $ 104 / VM / MonthMargin 30 % $ 30.1
Market price $ 134.10 / VM / Month
Overall VCEBootstrapProposition60%
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Ty
Ty
Ty
Vblock limits to Pre-Integrated Best of
Breed
Protect
Automate
Envision,Security Mgr SRDF,Data DomainSite Recovery Mgr
RAM & RKM
CMDB,Smarts,DPAUnified Infrastructure Mgr
UCS Mgr,ECC,
RecoverPointReplication Manager Data Loss Prevention
RAM & RKM
Avamar RecoverPoint
CMDB,ServiceDeskUnified Infrastructure Mgr
ServiceDesk,UCS Mgr NaviSphere
Unified Infrastructure Mgr UCS Manager NaviSphere
© 2009 Cisco Systems, Inc. All rights reserved. Cisco ConfidentialPresentation_ID 49
p
e
1
p
e
2
p
e
0
Server
Storage
Networks
Virtual
Machines
3,000-6,000 800-3,000 300-800
UCS B-Series 4-8 chassisvSphere Enterprise plus
Symmetrix VMAX SE/ME
Nexus 5,000
MDS 9506
UCS C-SeriesvSphere Enterprise plus
UCS B-Series 2-4 chassisvSphere Enterprise plus
CLARiiON CX4-240 CLARiiON CX4-480
Nexus 5,000
MDS 9221
Nexus 1,000
MDS 9221
E d h b t diff t t
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50
60
Software-as-a-ServiceUsually delivered to browsers
End-users can choose between different types
of on-demand IT services
WW Market
$Bn - Revenue Estimate
The “SPI stack”
© 2009 Cisco Systems, Inc. All rights reserved. Cisco ConfidentialPresentation_ID 50
0
10
20
30
40
2008E 2012F
Infrastructure-as-a-ServicePhysical IT resources,on-demand
Platform-as-a-ServiceApplication development & run-timeenvironment
Source: Cisco IBSG; Saugatuck,IDC,Gartner,TripleTree,Deutsche Bank
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Implementation models
Built Operate Tranfer White Label DIY
You do it3rd party deliver completeservice day-to-day
Buy/integrate infrastructureand management tools
3rd party: serviceinfrastructure owned andmanaged
3rd party design / build /Deliver / Managed
Transfer to SP
Outsource of entire designand implementation to 3rdparty.
© 2009 Cisco Systems, Inc. All rights reserved. Cisco ConfidentialPresentation_ID 51
organization process
Development
SP market and sell the serviceand provide 1st levelcustomer support
Control of destiny,possibleleveraging existing resources,sometimes cheaper than out-tasking or outsourcing
Fast GTM,shift the focuseson branding,marketing,pricing and customer care.Launch of new services withminimal up-front investment
Expensive,time-drain,integration issues,need tostay current on infrastructure,tools and know how ,shortfallin skills
Possible lack of controlCo management is un-chartered territory
3 rd party transfer operationprocess knowledge,providesolution training
Faster GTM
Reduced / Eliminate ITstaffing costs
ExpensiveHigh governance overheadRisk in migration / transfer