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Content In The Cloud
An extension of the human nervous system
Jonathan H. King
SVP Business Development
How should one think about the cloud?
2
The Medium itself, not the content it
carries, should be the focus of study.
3
Mediums Change
Digital Singles
CDs
Cassettes
Vinyl
4
Marshall McLuhan on the Medium
Understanding Media: The Extensions of Man (1964)
"the medium is the message…”
The Medium is the Massage: An Inventory of Effects (1967)
"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 Message Massage
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 order it online and have it
delivered to my devices instantly
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
I can order it online and have it
delivered to my door in a day
“Clothing an extension of the skin” Cloud
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 CTO
GILT Groupe
“The Internet” Is Not “The Cloud”
The Victorian Internet by Tom Standage (1998)
“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 Internet” is the network for the cloud
Two telephones can make only one connection
Five can make 10 connections
Twelve can make 66 connections.
… N2
9
“Electric Circuitry, an extension of the
central nervous system”
10
Moore’s Law and Ones Like It
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..
1965 , , , , 2020 …
ftp://download.intel.com/museum/Moores_Law/Printed_Materials/Moores_Law_2pg.pdf
11
What used to be the computer is now
the mobile device
1984
Apple, the computer company
2010
Apple, 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 clientserver 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
Three Cloud Computing Divisions
Public Cloud
Cloud Software
6 years operating a cloud
Smart Data Center 6.0
www.joyentcloud.com
www.joyent.com
node.js
Open Source Initiative (http://nodejs.org/)
& Commercial Offering
developer tools & hosting
professional services & license program
https://no.de
http://www.joyent.com/services/node-js-services/
JoyentCloud.com:
6 Years Operating a Public Cloud
targeting Gaming, Media and Social
Cloud Computing Defined
5 Attributes that support outcomes
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“.
21
1
Service Based
Consumer concerns are abstracted from
provider concerns through service interfaces
2
Scalable & Elastic
Services scale on-demand to add or remove
resources as needed.
3
Shared
Services share a pool of resources to build
economies of scale.
4
Metered By Use
Services are tracked with usage metrics to
enable multiple payment models.
5
Internet Technologies
Services are delivered through use of
Internet Identifiers, Formats, and Protocols.
http://www.gartner.com/it/page.jsp?id=1035013
JoyentCloud.com
1
Service Based
2
Scalable & Elastic
3
Shared
4
Metered By Use
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Wall Street Journal
February 15, 2011
SuperNAP + JoyentCloud.com
5
Internet Technologies
Services are delivered through use of
Internet Identifiers, Formats, and Protocols.
Gaming: Kabam
Kabam 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: LinkedIn
With 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
JoyentCloud.com Services
26
Joyent.com:
SmartDataCenter 6.0 Software for
Service Providers
Market Disruption = Market Opportunity
Service
Providers
Hardware
Manufactures
•Telecoms
•Managed
•Servers
Service
Providers
•Data
28
Center Operators
System
Integrators
•Enterprise
Storage
•Networking
Gear
Hardware Manufacturers See It Coming
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 Norod
General Manager for Servers at Dell
Sis See It Coming
“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)
30
Self Provisioning Portal
Cloud Telemetry & Analytics
SmartMachines - Container Based Virtual Machines
Extensibility (APIs)
Billing
Existing Software Ecosystem
Integrates w/ Routers, Switches
SmartKernel - Cloud Engineered Kernel
Programmable Hypervisor with Full Introspection
x86 - Platform from Intel
31
Node.js Service
ISV Virtual
Appliances
Rails
SmartOS
Java
SmartOS
Admin and Operations Portal
PHP
SmartOS
Virtual Machines
GNU Tool Chain
SmartOS
Complete Solution to Operate a Cloud
IaaS, PaaS
KVM - Linux
SmartDataCenter 6
KVM - Windows
Cloud Software For Service Providers
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.
Cloud Computing Optimized Performance = I/O Acceleration
Hypervisor
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Emulation
App
of CPUs
slows performance VCPU Emulation
No Global
Disk Caching
means
non-optimize
Disk IO
CPU
Disk
Can’t support web/mobile:
Interactive, mobile, real-time, games, social, machine-to-machine apps.
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App
CPU
ARC Cache + I/O QOS
Disk
5× faster
on CPU benchmarks
ARC Cache + I/O
QOS means
14x faster
on Disk IO
benchmarks
Supports web/mobile, dataintensive real-time apps.
Note: Improving I/O, not CPU or memory, is the key to fast web apps.
34
No VCPU means
Joyent’s Higher Performance
Joyent vs. Amazon (EC2)
3x
more Database
Requests per Sec
5× 14
×
faster on CPU
benchmarks
faster Disk I/O
benchmarks
For more details, read http://www.joyentcloud.com/resources/benchmarks/ OR
http://gigaom.com/cloud/is-features-vs-performance-the-new-cloud-battle-line/
20
×
faster Word Press
response
Higher performance = higher margin
In Q4 2010, the iPhone had 4.2% market share and took 51% of the profit
http://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
4×
7×
Revenue per sq ft (See graph)
Rackspace
Joyent at
Rackspace
Pricing
Joyent at
Joyent Pricing
EBITDA margin reported by
Amazon (Forbes)
Better Analytics: Real Time Visualization
Joyent’s node.js
“Electric Circuitry, an extension of the
central nervous system”
41
Joyent’s node.js
Joyent’s Ryan Dahl
Node.js Creator
44
The Medium to study is cloud computing.
48
Good places to start your studies:
www.JoyentCloud.com
www.Joyent.com
https://no.de
nodejs.org
Thank you for your time
Jonathan H. King
[email protected]
#jhk24
Joyent, Inc. SVP Business Development
(Books referenced reviewed on my personal blog www.jhking.com)