content in the cloud an extension of the human nervous system jonathan h. king svp business...
TRANSCRIPT
Content In The CloudAn extension of the human nervous system
Jonathan H. KingSVP Business Development
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How should one think about the cloud?
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The Medium itself, not the content it carries, should be the focus of study.
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Mediums Change
Vinyl
Cassettes
CDs
Digital Singles
Marshall McLuhan on the Medium
"the book is an extension of the eye… clothing, an extension of the skin… electric circuitry, an extension of the central nervous system”
The Medium is the Massage: An Inventory of Effects (1967)
Understanding Media: The Extensions of Man (1964)
"the medium is the message…”
The Medium is the Message Massage
I can order it online and have it delivered to my devices instantly
The Book is an extension of the eye – Internet era
The Book is an extension of the eye – Cloud era
I can order it online and have it delivered to my door in a day
I can read on one device and “the cloud” knows whichever page I am
As I read I can see popular highlights from other readers
I can write the book as I tweet …
The Medium is the Message Massage“Clothing an extension of the skin” - Internet
“Clothing an extension of the skin” - Cloud
I can order it online and have it delivered to my door in a day
By deploying our infrastructure on Joyent, Gilt Groupe spends less than one percent of revenue on its total infrastructure investment. This is more than 70% better than the average company.
MIKE BRYZEK, Founder and CTOGILT Groupe
“The Internet” Is Not “The Cloud”
“In the Nineteenth Century there were no televisions, airplanes, computers, or spacecraft; nor were there antibiotics, credit cards, microwave ovens, compact discus, or mobile phones. There was, however, an Internet. During Queen Victoria’s reign, a new communications technology was developed that allowed people to communicate almost instantly across great distances, in effect shrinking the world faster and further than ever before.”
The Victorian Internet by Tom Standage (1998)
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“The Internet” is the network for the cloudTwo telephones can make only one connection
Five can make 10 connections
Twelve can make 66 connections.
… N2
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“Electric Circuitry, an extension of the central nervous system”
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1965 , , , , 2020 …ftp://download.intel.com/museum/Moores_Law/Printed_Materials/Moores_Law_2pg.pdf
Moore’s law states that the number of transistors on a chip will double about every two years. Intel has kept that pace for over 40 years, providing more functions on a chip at significantly lower cost per function. Physical limits of atomic structures or power density could be reached by 2020..
Moore’s Law and Ones Like It
What used to be the computer is now the mobile device
1984Apple, the computer company
2010Apple, the mobile device company
Devices Overtake PCs in 2011
Smartphones and Tablets pass Desktops and Notebooks in 2011.
What used to be TV is now Mobile “Beachfront”
Verizon Wireless’ deployment of LTE in the beachfront 700 MHz spectrum provides coverage and in-building penetration advantages over existing 3G technologies (and other 4G competitive implementations).
What used to be server is now data center“Joyent’s Jason Hoffman likes to talk about the data center being the new box. The analogy goes that, with more organizations hosting applications in the cloud and data volumes skyrocketing, the cloud data center takes the place of the on-premise server. And if the data center is the server, the cloud computing management software, atop which applications run, must be the new operating system. Much like there was Wintel (Windows-Intel) in the client-server world, Hoffman thinks there can be Joytel (Joyent-Intel) in the cloud world. I think he’s onto something.”
http://gigaom.com/cloud/at-cloud-scale-data-centers-are-the-new-servers/November 2010
The medium to study is Cloud Computing
Joyent, the cloud computing company
Cloud SoftwarePublic Cloud6 years operating a cloud
www.joyentcloud.com
Smart Data Center 6.0
www.joyent.com
Three Cloud Computing Divisions
developer tools & hosting
https://no.de
node.jsOpen Source Initiative (http://nodejs.org/)
& Commercial Offeringprofessional services & license program
http://www.joyent.com/services/node-js-services/
JoyentCloud.com: 6 Years Operating a Public Cloud
targeting Gaming, Media and Social
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Gartner defines cloud computing as "a style of computing where scalable and elastic IT-related capabilities are provided 'as a service' to external customers using Internet Technologies“.
Internet TechnologiesServices are delivered through use of Internet Identifiers, Formats, and Protocols.5
Metered By UseServices are tracked with usage metrics to enable multiple payment models.4
SharedServices share a pool of resources to build economies of scale. 3
Scalable & ElasticServices scale on-demand to add or remove resources as needed.2
Service BasedConsumer concerns are abstracted from provider concerns through service interfaces1
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http://www.gartner.com/it/page.jsp?id=1035013
Cloud Computing Defined
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Metered By Use4
Shared3
Scalable & Elastic2
Service Based1
JoyentCloud.com
Wall Street JournalFebruary 15, 2011
SuperNAP + JoyentCloud.comInternet Technologies
Services are delivered through use of Internet Identifiers, Formats, and Protocols.5
Gaming: KabamKabam is a leading developer of social games on Facebook, connecting millions of sports and TV fans through its extensive network of online fan communities, and has extended that social product expertise to create innovative and engaging social games.
Social networking based games can be a real headache to scale from an infrastructure point of view. The Joyent Cloud has virtually eliminated this problem for us.
JOHN HIGGINSDir. Web OperationsKabam Inc.
Socializing: LinkedInWith over a billion page views per month bumper sticker from LinkedIn is one of the largest Ruby applications on the web. It runs on SmartMachines in the Joyent Public Cloud.
One engineer, one week, and a few Joyent SmartMachines later and bumper sticker was born. The bet was we’d get to a million users in 45 days, we got there in 46.
Jim Meyer, Light Engineering at LinkedIn
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JoyentCloud.com Services
Joyent.com: SmartDataCenter 6.0 Software for
Service Providers
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Market Disruption = Market Opportunity
Service Providers
• Telecoms
• Managed Service Providers
• Data Center Operators
Hardware Manufactures
• Servers
• Enterprise Storage
• Networking Gear
System Integrators
When designing their Cloud Solution for Web Application, Dell chose Joyent Smart Technologies as their software because it provided unique value to enterprise developers building web apps.
Along with Dell DCS services and hardware, we chose to incorporate Joyent software because it provides a proven architecture for scaling Web applications.
Forrest NorodGeneral Manager for Servers at Dell
Hardware Manufacturers See It Coming
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“to illustrate ... what kind of computational solutions will be required in the data center to power
this new age of digital devices used on the Internet, look at Joyent. This is second generation
cloud computing to suit the connected digital world.”
(Andy Mulholland, Capgemini CTO)
Sis See It Coming
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Cloud Software For Service Providers
x86 - Platform from Intel
SmartKernel - Cloud Engineered Kernel
Programmable Hypervisor with Full Introspection
SmartDataCenter 6Complete Solution to Operate a CloudIaaS, PaaS
Virtual Machines
Admin and Operations Portal
Self Provisioning Portal
Cloud Telemetry & Analytics
Extensibility (APIs)
Billing
Existing Software Ecosystem
Integrates w/ Routers, Switches
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SmartMachines - Container Based Virtual Machines
Why did Joyent build its own Cloud OS?
Why does Apple build its own Chips?
In the cellphone world, a chip is a chip. Most of them are ARM-based but there are a few outliers. Most importantly, however, each has a similar power profile. Therefore, by controlling the entire chip themselves, Apple can handle its own graphics, video, and audio output as well optimize for power control – a huge concern with devices like the iPhone.
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Cloud Computing Optimized Performance = I/O Acceleration
App
VCPU Emulation
CPU
Disk
App
CPU
Disk
ARC Cache + I/O QOS
No VCPU means5× faster
on CPU benchmarks
ARC Cache + I/O QOS means
14x faster
on Disk IO benchmarks
Emulationof CPUs
slows performance
No Global Disk Caching
meansnon-optimize
Disk IO
Can’t support web/mobile:Interactive, mobile, real-time, games, social, machine-to-machine apps.
Supports web/mobile, data-intensive real-time apps.
Note: Improving I/O, not CPU or memory, is the key to fast web apps. Note: Improving I/O, not CPU or memory, is the key to fast web apps.
Hypervisor
Joyent’s Higher Performance
3x more Database Requests per Sec
5×faster on CPU benchmarks
20×faster Word Press response
14×faster Disk I/O benchmarks
Joyent vs. Amazon (EC2)
For more details, read http://www.joyentcloud.com/resources/benchmarks/ OR
http://gigaom.com/cloud/is-features-vs-performance-the-new-cloud-battle-line/
Higher performance = higher margin
In Q4 2010, the iPhone had 4.2% market share and took 51% of the profithttp://tech.fortune.cnn.com/2011/01/31/apple-is-still-sucking-most-of-the-profit-out-of-the-mobile-phone-business/
Joyent’s Higher Margin
Rackspace Joyent at Rackspace Pricing
Joyent at Joyent Pricing
4×Revenue per sq ft (See graph)
7×EBITDA margin reported by Amazon (Forbes)
Better Analytics: Real Time Visualization
Joyent’s node.js
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“Electric Circuitry, an extension of the central nervous system”
Joyent’s node.js
Joyent’s Ryan DahlNode.js Creator
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The Medium to study is cloud computing.
Good places to start your studies:www.JoyentCloud.com
www.Joyent.comhttps://no.de
nodejs.org
Thank you for your timeJonathan H. [email protected]#jhk24Joyent, Inc. SVP Business Development
(Books referenced reviewed on my personal blog www.jhking.com)