Cloud Industry Trends &Customer Usage Models

Billy Cox

Director, Cloud SW Strategy

2012 August 10

3

IT ProsGrowth & IT Challenges Drive Need for Cloud Computing

1 Cisco Global Cloud Index Nov 20112 IDC Extracting Value from Chaos June 20113 Intel ECG – One Smart Network device forecast4 Cisco Visual Networking Index: Global Mobile Data Traffic Forecast Update, 2011–2016, Feb 20125 Datacenter Dynamics Global Datacenter Energy Demand 2012 forecast http://www.datacenterdynamics.com/research/energy-demand-2011-12; projected to 2015 by Intel; Assume $0.10/kWh

15Bconnected devices by 20153

>3Bconnected users by 20151

Up to 2X or $27B5

in additional data center power costs by 2015

>11X increase in mobile data traffic by 20154

2X growthin information every two years2

Growth IT Challenges

Avoid Lock-InSeek interoperable solutions & services

Improve Agility Reduce service delivery times, improve TCO

Greater Efficiencies Reduce complexity & deploy new workloads

Gain Better InsightsVia intelligent analytics

Cloud Adoption Growing & Delivers Benefits

4

Resource provisioning

Virtualized Platforms

Asset Utilization

Capacity

Traditional IT – 2009 Private cloud - 2011

90 days 45 minutes

12% 65%

10-20% >60%

Silos Shared globally

$9M in savings in 2 yearsCost Savings

 1 ODCA global member survey, Oct 2011, N=632 Gartner, Dec 2010, N=55 The Road Map From Virtualization to Cloud Computing (G00210845)3 Source: Intel IT- http://premierit.intel.com/docs

Intel IT example3

PublicCloud

PrivateCloud

Hybrid Cloud

35% by 20152

Today: 7%2014: 23%

Today: 14%2014: 42%

IT Survey Results

>40% of IT operations1 >40% of IT operations1

PublicCloud

PrivateCloud

5

Federated Automated

Client Aware

Private Cloud Public Cloud

Progress Towards Vision of “Cloud 2015”

TodaySilo’d CloudsGrowing public and private

cloud adoption

Security, management complexity, app migration

Resource Provisioning: Months => Minutes

Manual processes

Context aware growing: screen size, location, identity

Lack client aware standards

6

2015 & Beyond: Open Cloud Vision

Open Clouds Interoperable, Built on Open,

Multi-Vendor Solutions & Industry Standards

Federated Automated

Client Aware

Private Cloud Public Cloud

2015

Integrated hybrid clouds Easy to compare services Automated security and

resource allocation Expanded context awareness

Private Public

Future

Services & resources adapt to environment

Predictive, real-time analytics User experience adapts to

patterns/behaviors

Cloud high level framework

7

Cloud Management (Orchestration)

Fast Storage

OSS

Mass Storage

Service Provider

Network

Storage BSS

Big dataAnalytics

CloudApplications

Compute

Service Consumer

8

Servers: Efficient, Secure, Highly Scalable

Challenges

• Improve OpEx: Seek more granular platform controls

• Workload optimized platforms

• Infrastructure security:1,200 new rootkits/day2

• Enhance QoS & VM isolation

1.Source: Intel – based on SPECpower results from 2006 – 2012. Refer to backup for more details. 2.McAfee Labs, Quarterly Threats Report3.Source Intel - 2010 2020 Data center energy efficiency is determined by server energy efficiency (as measured by SPECPower_ssj2008 or equivalent publications and using a 2010 baseline of an E56xx series processor-based server platform) as well as technology adoption that raises overall data center work output (such as virtualization technology). Performance tests and ratings are measured using specific computer systems and/or components and reflect the approximate performance of Intel products as measured by those tests. Any difference in system hardware or software design or configuration may affect actual performance. Buyers should consult other sources of information to evaluate the performance of systems or components they are considering purchasing. For more information on performance tests and on the performance of Intel products, visit Intel Performance Benchmark Limitations.

• Platforms tailored to workloads

• Advanced security, virtualization, power & management controls

Benefits

• Scale & improved automation

• OpEx & QoS improvements

• More secure infrastructure

Homogeneous, VirtualizedBuilt in security / virtualization

>16X efficiency gains past 5 years1

Environment Future

Open Compute Project

EnablementContributionsStructure

Open Compute Projects

Impact of High Ambient Temp Intel Analysis

Intel Internal estimate based on deploying HTA optimized system 24/7/365 ambient temperature in 15 MW New Mexico data center with 5kW rack and 50% utilization. Assumed 10c/kw as cost of power.

• Data Center – 15 MW datacenter with 10 KW rack and a 50% average utilization. Standard Chilled water system, N+1 configuration

• System – Compared an HTA optimized platform with a non optimized system – CPU, layout & heat sink

• Reduction in cooling energy costs

• Power savings due to optimized system

• Energy savings converted to server power- from cooling infrastructure reduction

• Reduction in chillers, cooling towers and ACU by using free cooling

12

Optimized Networking for Cloud Infrastructure

Challenges• Complex management• Isolate multi-tenant networks• Scale & meet SLAs

Benefits• Agility, scale, improved QoS• Network automation • Increase pace of innovation

Company

CCompany

B

Company

A Multi-tenantDynamic

Network management

Company

CCompany

B

Company

A • Programmable• Open ecosystem• Standard high

volume hardwareCloud OS

Network management

Controllercluster

Environment Future

configure

configure

configure

configure

configure

configure

Networks

14

Scalable Cloud Storage Advancements

Challenges

• Limited scalability & cost effectiveness

• Long deployment times

1 IDC Digital Universe Study 2011

Benefits

•Scale up to Exabytes

• Lower cost $/TB for capacity

• Flexibility

Traditional Centralized Storage

•More efficient centralized storage•Scale out, highly distributed storage•Advanced storage capabilities

Scale out

Storage Servers

Metadata Servers

Application Servers50X

Increase in data managed by 20201

20% of all info “touched” by cloud by 20151

Environment Future

Servers

SAN

(Storage Area Network)

Centralized

15

Scale-out storage

Lustre

Swift

16

Cloud Management (Orchestration)

Cloud Applications

Client Device

App types:• Local app• Browser• Browser app• Hybrid

Global Transport

CDN CDN CDN CDN

Cloud App

PagesImagesContent

Logs Analytics

Global transport:• Geo specific DNS• IP level transport• Geo specific content

CDN• “local” delivery• Caches ‘most’ content• May do local processing (encoding)

Cloud App• The datacenter part of the app• C#, Java, Ruby, PHP, Javascript• Scale-out and across providers• Stateless instances

Storage• DB and NoSQL• Replicated for performance

and availability• Scalable capacity and

throughput are critical

Analytics• For diagnostics• For business intelligence

Cloud Application

Cloud App

Logs

PagesImages

Users

Financials

Clie

nt

Devic

e

LB

webfe

webfe

Geo DNS

cacheIPS LBcacheSP

cache

cache

cacheIPS LBcacheSPGEO

Geo DNS

cacheIPS LBcacheSP

cacheIPS LBcacheSPGEO

Financials DB

Users DB

PagesImages

NoSQL

LogsNoSQL

Analytics

Glo

bal Tr

ansp

ort

~1

0TB

~1

TB

~1

PB

~1

00

TB

CDN

Hadoop+

memcached

memcached

Scaling Memcached Performancewith Intel® Xeon® Server

Software Optimizations to memcached v1.6Thread pinning

Age-Bag LRU

Lockless GET

Released to Open Source

Configuration Optimizations10 Gb NIC

• Intel® 82599EN

16 TX and RX queues

Intel® Hyper-Threading™ Technology

Linux Kernel 2.6.30 or later

• (multiple NIC TX and RX queues)

1 2 3 4 5 6 7 8 90

2

4

6

8

10

12

14

16

18

Throughput Scaling of GETMemcached V1.6 Base vs.

Optimized

Optimized

Base

Number of cores

Rela

tive T

hro

ughput

Software and workloads used in performance tests may have been optimized for performance only on Intel® microprocessors. Performance tests, such as SYSmark* and MobileMark*, are measured using specific computer systems, components, software, operations and functions. Any change to any of those factors may cause the results to vary. You should consult other information and performance tests to assist you in fully evaluating your contemplated purchases, including the performance of that product when combined with other products. For more information go to http://www.intel.com/performance. Configuration: see slide 39

20

Customer Requirements

21

Open Data Center AllianceDefining requirements & amplifying voice of IT

Published IT Requirements for:

• Secure Federation

• Enhanced Identity Management

• Services Transparency & Automation

• Common Management & Policy

Proposal Engine Assistant tool:

• Use ODCA usage models in RFPs

>$100B in annual IT spend

www.opendatacenteralliance.org

Source: ODCA member survey, Oct 2011

22

Accelerating Open, Interoperable Standards

ODCA collaborating with multiple industry organizations: CSA, DMTF, Green Grid, OASIS, Open Compute Project, and TMForum

Intel: Technical Advisor

Influence and Take Advantage of Emerging Industry Standards

Drive standards for development of the web

Intel: Active member

Open source software for building clouds

Intel: Active member

Publishes specs for efficient datacenters, server, storage

Intel: Founding member

23

Usage Models

Secure Federation• Secure Provider Assurance

• Security Monitoring

• Identity Management Interoperability Guide

• Cloud based Identity Governance and Auditing

• Infrastructure as a Service Privileged User Access

• Cloud based Identity Provisioning

• Single Sign on Authentication

Automation• IO Control

• VM Interoperability

• Long Distance Workload Migration

Common Management and Policy• Regulatory Framework

Transparency• Carbon Footprint

• Service Catalog

• Standard Units of Measure

24

VM Interoperability

25

Security Monitoring

26

From Intel ITCategory Change/AddBlock Storage Nova Volume HABlock Storage Boot from Volume supportImage Management HTTP based image managementImage Management Preserve in use images and snapshots Manageability An open, extensible deployment design that is not hardware vendor specificManageability For the operators, a richer set of command-line toolsNetworking Security group enhancementsNetworking IP address management integration with external DNS serversSecurity OpenID federation to KeystoneManageability Macro Install All Projects Package/script.Security Optimized code for everything over SSL/TLSSecurity SDL and 3rd Party Code Auditing for CoreSecurity Standardize Logging output for all Openstack Services and applications.

Security Federation of roles and identities between different Openstack Instances/Implementations

Security Implement Multifactor authentication options for administrative identities in OpenstackSecurity User configurable RBACCapacity Management User quota supportManageability Amazon Cloud Watch; Amazon Simple Workflow

ManageabilityAdd federation or P2P capabilities for multiple OpenStack instances in the same environment to work together.

ManageabilityChange Keystone  API to include CUD operations for administrators to manage tenants and user memberships.

Manageability Add sub-system for auto-scaling.

User InterfaceGreatly improved Web interface enabling end user usage of GUI to consume Open Stack based Cloud services

Image Management Trusted Source Glance Peers with local Glance cachingCore Added metrics/filter attributes for scheduler service

http://communities.intel.com/community/openportit/blog/2012/07/18/chipping-in-to-the-open-source-cloud

27

Closing

Cloud adoption is happening. Rapidly.

Cloud technology is on fast evolution path: hw and sw.

Infrastructure is evolving quickly in cloud environments.

Open source continues to be a strong influencer.

Customers have a voice for their requirements.

If 5 years ago, you knew the tools you would have today: would you have implemented your IT differently?

28

Legal DisclaimerPages 33 - 36 - Pick the ones needed – remove others

Overclocking Disclaimer WARNING:  Altering clock frequency and/or voltage may: (i) reduce system stability and useful life of the system and processor; (ii) cause the processor and other system components to fail; (iii) cause reductions in system performance; (iv) cause additional heat or other damage; and (v) affect system data integrity.  Intel has not tested, and does not warranty, the operation of the processor beyond its specifications.  Intel assumes no responsibility that the processor, including if used with altered clock frequencies and/or voltages, will be fit for any particular purpose.  For more information, visit http://www.intel.com/consumer/game/gaming-power.htm

Overclocked Memory Warning:  Altering PC memory frequency and/or voltage may (i) reduce system stability and use life of the system, memory and processor; (ii) cause the processor and other system components to fail; (iii) cause reductions in system performance; (iv) cause additional heat or other damage; and (v) affect system data integrity.  Intel assumes no responsibility that the memory, included if used with altered clock frequencies and/or voltages, will be fit for any particular purpose.  Check with memory manufacturer for warranty and additional details.

Overspeed Protection Removed Warning:  Altering clock frequency and/or voltage may (i) reduce system stability and useful life of the system and processor; (ii) cause the processor and other system components to fail; (iii) cause reductions in system performance; (iv) cause additional heat or other damage; and (v) affect system data integrity.  Intel has not tested, and does not warranty, the operation of the processor beyond its specifications.

Intel® Trusted Platform Module (Intel® TPM): The original equipment manufacturer must provide TPM functionality, which requires a TPM-supported BIOS.  TPM functionality must be initialized and may not be available in all countries.

WiMAX Technology requires a WiMAX-enabled device and subscription to a WiMAX broadband service.  May require purchase of additional software or hardware.  WiMAX availability is limited; consult your service provider for details and network limitations.  Actual performance will vary depending on your service provider and other variables.  See www.intel.com/go/wimax for more information.

Intel® WiDi Technology requires an Intel® Wireless Display enabled PC, compatible adapter, and TV.  1080p and Blu-Ray* or other protected content playback only available on 2nd generation Intel® Core™ processor-based PCs with built-in visuals enabled.  Consult your PC manufacturer.  For more information, see www.intel.com/go/widi  

Intel® AES-NI requires a computer system with an AES-NI enabled processor, as well as non-Intel software to execute the instructions in the correct sequence. AES-NI is available on select Intel® processors. For availability, consult your reseller or system manufacturer. For more information, see Intel® Advanced Encryption Standard Instructions (AES-NI)

Home Server: Requires an Internet connection and wireless router. Certain capabilities may not be compatible with all computer systems, consult your system or device manufacturer. For more information, visit Intel® Home & Small Business Storage Developer Resources

Client Initiated Remote Access (CIRA): Client Initiated Remote Access may not be available in public hot spots or "click to accept" locations. For more information on CIRA, visit Fast Call for Help Overview

Legal Disclaimer

Built-In Security: No computer system can provide absolute security under all conditions. Built-in security features available on select Intel® Core™ processors may require additional software, hardware, services and/or an Internet connection. Results may vary depending upon configuration. Consult your PC manufacturer for more details.

Enhanced Intel SpeedStep® Technology - See the Processor Spec Finder at http://ark.intel.com or contact your Intel representative for more information.

Intel® Hyper-Threading Technology (Intel® HT Technology) is available on select Intel® Core™ processors.  Requires an Intel® HT Technology-enabled system.  Consult your PC manufacturer.  Performance will vary depending on the specific hardware and software used.  For more information including details on which processors support Intel HT Technology, visit http://www.intel.com/info/hyperthreading.

Intel® Pair & Share App requires a genuine Intel® processor-based computer with Windows* 7 OS, Intel® Pair & Share device application installed on each supported device and the sharing session host PC.  Host PC and devices must be connected to the same wireless network.  Intel® Wireless Display technology required for sharing on TV.

Intel® vPro™ Technology is sophisticated and requires setup and activation.  Availability of features and results will depend upon the setup and configuration of your hardware, software and IT environment.  To learn more visit:  http://www.intel.com/technology/vpro.

Intel® Small Business Advantage requires an Intel® Small Business Advantage enabled system and proper configuration. Availability of features will depend upon the setup and configuration by your PC manufacturer. Consult your system manufacturer.

Requires activation and a system with a corporate network connection, an Intel® AMT-enabled chipset, network hardware and software. For notebooks, Intel AMT may be unavailable or limited over a host OS-based VPN, when connecting wirelessly, on battery power, sleeping, hibernating or powered off. Results dependent upon hardware, setup and configuration. For more information, visit Intel® Active Management Technology.

Intel® Anti-Theft Technology (Intel® AT): No system can provide absolute security under all conditions.  Requires an enabled chipset, BIOS, firmware and software, and a subscription with a capable Service Provider.  Consult your system manufacturer and Service Provider for availability and functionality.  Intel assumes no liability for lost or stolen data and/or systems or any other damages resulting thereof.  For more information, visit http://www.intel.com/go/anti-theft.

Intel® HD Graphics P3000 are only available on select models of the Intel® Xeon® processor E3 family.  To learn more about Intel Xeon processors for workstation visit www.intel.com/go/workstation.

Intel® High Definition Audio (Intel® HD Audio) requires an Intel® HD Audio enabled system. Consult your PC manufacturer for more information. Sound quality will depend on equipment and actual implementation. For more information about Intel HD Audio, refer to Intel® High Definition Audio

Legal DisclaimerIntel® 64 architecture requires a system with a 64-bit enabled processor, chipset, BIOS and software.  Performance

will vary depending on the specific hardware and software you use.  Consult your PC manufacturer for more information.  For more information, visit http://www.intel.com/info/em64t

Intel® Trusted Execution Technology (Intel® TXT): No computer system can provide absolute security under all conditions.  Intel® TXT requires a computer with Intel® Virtualization Technology, an Intel TXT enabled processor, chipset, BIOS, Authenticated Code Modules and an Intel TXT compatible measured launched environment (MLE).  Intel TXT also requires the system to contain a TPM v1.s.  For more information, visit http://www.intel.com/technology/security

Intel® Virtualization Technology (Intel® VT) requires a computer system with an enabled Intel® processor, BIOS, and virtual machine monitor (VMM).  Functionality, performance or other benefits will vary depending on hardware and software configurations.  Software applications may not be compatible with all operating systems.  Consult your PC manufacturer.  For more information, visit http://www.intel.com/go/virtualization  

Intel® Turbo Boost Technology requires a system with Intel Turbo Boost Technology.  Intel Turbo Boost Technology and Intel Turbo Boost Technology 2.0 are only available on select Intel® processors.  Consult your PC manufacturer.  Performance varies depending on hardware, software, and system configuration.  For more information, visit http://www.intel.com/go/turbo

InTru™ 3D: Viewing stereo 3D content requires 3D glasses and a 3D-capable display.  Physical risk factors may be present when viewing 3D material.

Intel® MyWiFi Technology is an optional feature and requires additional software and an Intel® Centrino® wireless adapter.  Wi-Fi devices must be certified by the Wi-Fi Alliance for 802.11b/g/a in order to connect.  See www.intel.com/network/connectivity/products/wireless/mywifi.htm for more details.

Intel® Insider™ is a hardware-based content protection mechanism.  Requires a 2nd Generation Intel® Core™ Processor based PC with built-in visuals enabled, an internet connection, and content purchase or rental from qualified providers.  Consult your PC manufacturer.  For more information, visit www.intel.com/go/intelinsider.

Thunderbolt™: As compared to other PC I/O connection technologies including eSATA, USB and IEEE 1394 Firewire*. Performance will vary depending on the specific hardware and software used. For more information go to Thunderbolt™ Technology.

Intel® Identity Protection Technology (Intel® IPT): No system can provide absolute security under all conditions.  Requires an Intel® Identity Protection Technology-enabled system, including a 2nd Generation Intel® Core™ processor enabled chipset, firmware and software, and participating website.  Consult your system manufacturer.  Intel assumes no liability for lost or stolen data and/or systems or any resulting damages.  For more information, visit http://ipt.intel.com.

Ultrabook™ Touch/Convertibility: Touch and convertibility may not be available on all models. Consult your UltrabookTM manufacturer. For more information and details, visit http://www.intel.com/ultrabook

Built-in Visuals: Built-in visual features are not enabled on all PCs and optimized software may be required. Check with y our system manufacturer. Learn more at http://www.intel.com/go/biv.

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KVM Remote Control (Keyboard, Video, Mouse) is only available with Inte® Core™ i5 vPro and Core™ i7 vPro processors with Intel® Active Management technology activated and configured and with integrated graphics active. Discrete graphics are not supported.

ENERGY STAR* is a system-level energy specification, defined by the Environmental Protection Agency, that relies on all system components, such as processor, chipset, power supply, etc.)  For more information, visit http://www.intel.com/technology/epa/index.htm

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Risk FactorsThe above statements and any others in this document that refer to plans and expectations for the second quarter, the year and the future are forward-looking statements that involve a number of risks and uncertainties. Words such as “anticipates,” “expects,” “intends,” “plans,” “believes,” “seeks,” “estimates,” “may,” “will,” “should” and their variations identify forward-looking statements. Statements that refer to or are based on projections, uncertain events or assumptions also identify forward-looking statements. Many factors could affect Intel’s actual results, and variances from Intel’s current expectations regarding such factors could cause actual results to differ materially from those expressed in these forward-looking statements. Intel presently considers the following to be the important factors that could cause actual results to differ materially from the company’s expectations. Demand could be different from Intel's expectations due to factors including changes in business and economic conditions, including supply constraints and other disruptions affecting customers; customer acceptance of Intel’s and competitors’ products; changes in customer order patterns including order cancellations; and changes in the level of inventory at customers. Uncertainty in global economic and financial conditions poses a risk that consumers and businesses may defer purchases in response to negative financial events, which could negatively affect product demand and other related matters. Intel operates in intensely competitive industries that are characterized by a high percentage of costs that are fixed or difficult to reduce in the short term and product demand that is highly variable and difficult to forecast. Revenue and the gross margin percentage are affected by the timing of Intel product introductions and the demand for and market acceptance of Intel's products; actions taken by Intel's competitors, including product offerings and introductions, marketing programs and pricing pressures and Intel’s response to such actions; and Intel’s ability to respond quickly to technological developments and to incorporate new features into its products. Intel is in the process of transitioning to its next generation of products on 22nm process technology, and there could be execution and timing issues associated with these changes, including products defects and errata and lower than anticipated manufacturing yields. The gross margin percentage could vary significantly from expectations based on capacity utilization; variations in inventory valuation, including variations related to the timing of qualifying products for sale; changes in revenue levels; segment product mix; the timing and execution of the manufacturing ramp and associated costs; start-up costs; excess or obsolete inventory; changes in unit costs; defects or disruptions in the supply of materials or resources; product manufacturing quality/yields; and impairments of long-lived assets, including manufacturing, assembly/test and intangible assets. The majority of Intel’s non-marketable equity investment portfolio balance is concentrated in companies in the flash memory market segment, and declines in this market segment or changes in management’s plans with respect to Intel’s investments in this market segment could result in significant impairment charges, impacting restructuring charges as well as gains/losses on equity investments and interest and other. Intel's results could be affected by adverse economic, social, political and physical/infrastructure conditions in countries where Intel, its customers or its suppliers operate, including military conflict and other security risks, natural disasters, infrastructure disruptions, health concerns and fluctuations in currency exchange rates. Expenses, particularly certain marketing and compensation expenses, as well as restructuring and asset impairment charges, vary depending on the level of demand for Intel's products and the level of revenue and profits. Intel’s results could be affected by the timing of closing of acquisitions and divestitures. Intel's results could be affected by adverse effects associated with product defects and errata (deviations from published specifications), and by litigation or regulatory matters involving intellectual property, stockholder, consumer, antitrust, disclosure and other issues, such as the litigation and regulatory matters described in Intel's SEC reports. An unfavorable ruling could include monetary damages or an injunction prohibiting Intel from manufacturing or selling one or more products, precluding particular business practices, impacting Intel’s ability to design its products, or requiring other remedies such as compulsory licensing of intellectual property. A detailed discussion of these and other factors that could affect Intel’s results is included in Intel’s SEC filings, including the company’s most recent Form 10-Q, Form 10-K and earnings release.

Rev. 5/4/12