Content In The Cloud

spongereasonInternet and Web Development

Nov 12, 2013 (3 years and 11 months ago)

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Content In The Cloud



An extension of the human nervous system

Jonathan H. King

SVP Business Development

2

How should one think about the cloud?

3

The Medium itself, not the content it
carries, should be the focus of study.

4

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 device
s 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 CTO

GILT 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)

9

“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.


… N
2



10


Electric Circuitry, an extension of the
central nervous system


11

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

12

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.


Verizon won the most prized spectrum in the
2008 auction: the Upper 700 MHz C block. This
particular slice of spectrum is valuable for two
reasons: geography and bandwidth.

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

17

The medium to study is Cloud
Computing

18

Joyent, the cloud computing company

Cloud Software

Public Cloud

6 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.js

Open Source Initiative (
http://nodejs.org/
)

& Commercial Offering

professional services & license program

http://www.joyent.com/services/node
-
js
-
services/


20

JoyentCloud.com:

6 Years Operating a Public Cloud
targeting Gaming, Media and Social

21

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 Technologies

Services are delivered through use of
Internet Identifiers, Formats, and Protocols.

5

Metered By Use

Services are tracked with usage metrics to
enable multiple payment models.

4

Shared

Services share a pool of resources to build
economies of scale.

3

Scalable & Elastic

Services scale on
-
demand to add or remove
resources as needed.

2

Service Based

Consumer concerns are abstracted from
provider concerns through service interfaces

1

5 Attributes that support outcomes

http://www.gartner.com/it/page.jsp?id=1035013

Cloud Computing Defined

22

Metered By Use

4

Shared

3

Scalable & Elastic

2

Service Based

1

JoyentCloud.com

Wall Street Journal

February 15, 2011

SuperNAP + JoyentCloud.com

Internet Technologies

Services are delivered through use of
Internet Identifiers, Formats, and Protocols.

5

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 HIGGINS
Dir. 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

26

JoyentCloud.com

Services

27

Joyent.com:

SmartDataCenter 6.0 Software for
Service Providers

28

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 Norod

General Manager for Servers at Dell

Hardware Manufacturers See It Coming

30


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

31

Cloud Software For Service Providers

x86

-

Platform from Intel

SmartKernel

-

Cloud Engineered Kernel

Programmable Hypervisor with Full Introspection


SmartDataCenter 6

Complete Solution to Operate a Cloud

IaaS, PaaS

Virtual Machines

Admin and Operations Portal

Self Provisioning Portal

Cloud Telemetry & Analytics

Extensibility (APIs)

Billing

Existing Software Ecosystem

Integrates w/ Routers, Switches


Node.js Service

ISV Virtual
Appliances

GNU Tool Chain
SmartOS


KVM
-

Linux

KVM
-

Windows

PHP


SmartOS


Java

SmartOS


Rails


SmartOS


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.

34

00
10
01
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10

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01000011011011110110111001100111
01110010011000010111010001110101
01101100011000010111010001101001
01101111011011100111001100100001
01000011011011110110111001100111
01110010011000010111010001110101
01101100011000010111010001101001
01101111011011100111001100100001
01000011011011110110111001100111
01110010011000010111010001110101
01101100011000010111010001101001
01101111011011100111001100100001
01000011011011110110111001100111
01110010011000010111010001110101
0110110001100001011101000110

01
00
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10

Cloud Computing Optimized Performance =
I/O
Acceleration

App

VCPU Emulation

CPU

Disk

App

CPU

Disk

ARC Cache + I/O QOS

No VCPU means

5
×

faster

on CPU benchmarks

ARC Cache + I/O
QOS means

14x faster

on Disk IO
benchmarks

Emulation

of CPUs

slows performance

No Global

Disk Caching
means

non
-
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.


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
-
performan
ce
-
the
-
new
-
cloud
-
battle
-
line/

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/

37

Joyent

s Higher Margin

http://www.datacenterknowledge.com/archives/2011/01/04/how
-
the
-
cloud
-
is
-
driving
-
profits
-
at
-
rackspace/

http://www.datacenterknowledge.com/archives/2011/01/04/how
-
the
-
cloud
-
is
-
driving
-
profits
-
at
-
rackspace/

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

41


Electric Circuitry, an extension of the
central nervous system


Joyent

s node.js

Joyent

s Ryan Dahl

Node.js Creator

44

48

The Medium to study is cloud
computing
.


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

jonathan@joyent.com

#jhk24

Joyent, Inc. SVP Business Development

(Books referenced reviewed on my personal blog
www.jhking.com
)