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Today, we got the chance to sit down with Aprimo, an on-demand marketing automation company that has built their software business around scaling their own cloud infrastructure with VMware vCenter . Aprimo has optimized its offerings to scale with customer growth and leverage best-in-class hardware to match innovation in the software layers it develops. In this discussion, we found less need for discussing private vs. public cloud. Instead, we found more focus on performance and speed-to-market as key drivers for moving a virtualization strategy into personal cloud infrastructure reality. Sponsor The story of Aprimo starts with virtualization – and has led to the company defining the boundaries of its cloud offering and product architecture around the benefits of scaling resources on demand. Aprimo uses a Microsoft .Net three-tier architecture with MSSQL in the back-end. All of the three tiers (front-end, business logic, database) run in virtual containers that are monitored with vCenter. Performance is the question that Aprimo studied when bringing vendors on board. The company has relationships with 3Com, Cisco, and HP for the three key parts of the technology stack. vCenter joins these offerings together and offers the company quick response to new customer requests. Like many business, marketing can come in waves and this architecture is designed to scale around the unknown and to be agile enough to support the marketing calendar. Here is a diagram showing the core services VMware vCenter is focused on: We had the chance to explore the customer experience of build-your-own-cloud with John Gilmartin, Director of Product Marketing at VMware. We asked him if VMware sells clouds, or if instead its tool build clouds. What we found is that it is a bit of both. Like a data center itself, or a complex application, building your own cloud can be a multi-faceted event. Customers are using vCenter as a building block to manage the resources and enabling automation around business processes. By thinking of automation as the line in the sand between virtualization and cloud, we can easily see how connecting business processes focuses on the best place in harnessing on-demand resources for business benefit. Some of the areas of focus we the Aprimo team took on as the company to optimize its virtual resources into its cloud. Design and optimization of resource pools Database tier optimization and support new dynamic customer scaling Designing for performance with vendor evaluations Leveraging best practices from VMware on tuning and finding bottlenecks Processes for spinning up new users automatically across all resources Out of these focus areas, we found database scaling the most interesting to consider. It seems clear that as build-your-own-clouds grow, database performance, concurrency, and process integration are ripe for further optimization. What we learned from Aprimo and VMware vCenter is that launching a cloud infrastructure is a combination of virtualizing computing resources and designing the automation of the right business and technical processes. Reaching the stage of an effective cloud depends on how the team thinks about connecting software, sales, and infrastructure together as a process. Making a commitment to your own cloud can bring a company together – from sales manager to developer. This join can position an organization to win customers and grow the business due to an increase in the end to end agility of the organization. Is your business ready to cook up a cloud recipe of your own? Discuss
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One Approach to Growth: Build Your Own Cloud with vCenter in the Middle
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Tomorrow, GroundWork Open Source Inc. and Eucalyptus Systems will be announcing that they have partnered to deliver monitoring and management of applications running in a Eucalyptus private cloud environment. If your enterprise is running private cloud powered by Eucalyptus, you now can plug your cloud into the GroundWork’s monitoring solution. This allows you to join your view of resources from Amazon and other servers in your enterprise with your private cloud solution. Sponsor What is Eucalyptus? We covered Eucalyptus recently in an interview with the company’s founder and CTO. The company is a first-mover in helping organizations build private clouds that can achieve parity with Amazon’s EC2. The company’s enterprise addition will allow you to run an Amazon instance on your VMware infrastructure, effectively joining your virtual infrastructure and the Amazon cloud. “Detailed monitoring and management of private cloud applications can give Eucalyptus users important real-time information to increase productivity and reduce costs,” said Marten Mickos, CEO of Eucalyptus Systems. “Through our partnership with GroundWork Open Source, Eucalyptus open source users and Enterprise Edition customers can now benefit from a proven, open source solution to monitor private clouds as part of their overall network environment.” GroundWork’s newest solution offers the ability to monitor topology of your private cloud and to plug the results into the monitoring you are doing with other servers and the Amazon public cloud infrastructure. In the briefing we attended with company executives, several things emerged that we’re considering. First, it was pointed out that private clouds are “where the action is” for large enterprises. What we heard is that some companies, like pharmaceuticals that GroundWork currently has in its portfolio simply won’t be able to move all of their data out to the public cloud yet. But, they do want to get the benefits of cloud computing internally. Second, we learned that one thing GroundWork’s offers is a flexible hosting model, where your monitoring infrastructure can be hosted internally, or in the cloud on a managed EC2 instance. Recently, we checked out CloudKick , another cloud monitoring startup that also can monitor servers in the cloud and in the enterprise. The GroundWorks solution that is launching in beta both offers topology view of the private cloud and flexible hosting options that may be attractive to enterprises that plan on keeping most of their assets internal. From what we can see, CloudKick is positioned to companies that are starting on the cloud for scaling purposes, and GroundWork seems positioned towards companies where the center of gravity is inside the data center and now the private cloud. “More and more of our customers are investigating and investing in private cloud usage. Eucalyptus gives incredible power and cost savings to IT teams building out cloud services. Coupled with GroundWork’s automatic instance and application monitoring, this partnership provides a robust cloud solution with clear ROI that enterprises can take advantage of quickly,” said Peter Jackson, GroundWork Open Source President and CEO. What is GroundWorks private cloud solution? GroundWorks offers the premise that if you are running a private cloud, the monitoring solution needs to be aware of your architecture (topology, software stacks, and servers). Here is a visual representation of how the company envisions cloud aware monitoring: Here is a screenshot of the GroundWorks monitoring solution: Here is a bit more from the companies on the beta program: The GroundWork Monitor Enterprise Cloud for Eucalyptus beta program offers: “GroundWork Monitor Enterprise Cloud usage to cover on-premise, public or private cloud hosted applications and infrastructure Access to Eucalyptus EE, including VMware support to implement private clouds in existing environments The opportunity to provide direct feedback to the engineering and product teams, helping define the future of IT operations in the cloud Engineering and technical assistance for the duration of the beta program. Participants will gain these benefits with the combined GWOS and Eucalyptus Quickly and easily build and monitor private and hybrid clouds with your existing environment and other public clouds Run Amazon Machine Image (AMI) instances on VMware-based hypervisors within your Eucalyptus private cloud Seamlessly manage environments with multiple hypervisors (Xen, KVM, vSphere, ESX™ and ESXi™) under one management console and transition applications without any modifications Manage service performance and availability based on IT monitoring insight trend and usage reports across environments” More information available about the beta program at http://www.gwos.com/products/Enterprise_Cloud_beta.html It is becoming clear that private clouds are increasingly becoming an important part of the enterprise. Eucalyptus has a real opportunity as a first-mover in deploying them with its tools. From experience, we know that where enterprise-class computing exists, monitoring follows. GroundWork and Eucalyptus are working together to make a seamless offering that plugs into the private cloud deployment process in this beta release – and they are asking for feedback from administers interested in the program. Does deploying a private cloud change your view of administration tools and monitoring? Discuss
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Cloud Aware Monitoring: GroundWork and Eucalyptus Offer Private Cloud Beta Program
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Cloudkick is a cloud monitoring start-up that helps system admins manage cloud servers. Today, the company announced it is getting physical, bringing its cloud monitoring capabilities to internally hosted servers and virtual machines. The company has had a lot of success in helping companies who startup in the cloud and start to achieve scale. It already has a host of hot startup companies including Posterous , Bump Technologies , and Urban Airship . Through listening to users, the company decided to offer local server support to merge its view of all server assets for these organizations. Sponsor What is CloudKick? Cloudkick enables a company to manage internally hosted servers and run the Cloudkick’s agent and report into the same console as your cloud computing infrastructure from AWS, RackSpace, SliceHost and others. When installed, the CloudKick agent will respond to status checks from the Cloudkick monitoring solution, which itself is a distributed cloud application. Cloudkick supports a host of cloud provider solutions and shares a report of feature. We met with the company at their offices in San Francisco. Upon entry to the warehouse, called ” The Farm ” near the Mission District, we realized that was a true technology startup , founded by system administrators trying to make their jobs easier. The team participated in Y-Combinator and has received an initial capital infusion by Avalon Ventures. The Cloudkick system offers consolidated server reports and shows server events by polling registered clients in cloud (and now data centers) and piping them to Cloudkick’s multi-tentant event aggregator. The tools are modeled after administrative tools like Cacti, Nagios, and Munin, but are delivered on on top of an agent-driven real time view of the underlying assets of server infrastructure. When checking out the demonstration, we also noted that the browser is updated in real-time as events are polled. This keeps the information fresh without having to re-check and brings the best of browser based real-time communication to system administrations. Cloudkick’s implementation is simple and elegant. The young company is demonstrating product leadership by living the mantra of simplicity and utility. Here’s a sample of the graphs from CloudKick’s feature inventory . Monitoring Every Server The goal of this release is to bring servers from the datacenter to power of cloud monitoring. It allows a larger and larger region of infrastructure to rely on outside controls to monitor it’s health and well being. One feature we we intrigued by with Cloudkick was the ability to tag and filter groups of hosts, and to then set rules across them. For example, tagging all servers “web apps” allows a rule to quickly set custom rules for checking up time. The company offers an API for its services and uses 2-legged OAuth for API authentication. OAuth is “an open protocol to allow secure API authorization in a simple and standard method from desktop and web applications.”. The company also offers a proxy service that streamlines and secures the connections for hosts that will connect to the Cloudkick services. Cloudkick is a cloud company monitoring clouds and shows us in many ways the architecture of the future. In one of the blog posts from company, they share ” love affair with cassandra ” and how multi-master database technology is an enabler for co-location of server assets in infrastructure clouds. Where does Cloudkick go from here? Discuss
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Cloudkick Broadens its Scope: Now Monitors the Datacenter
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At the RSA Keynote a few weeks back, Amazon’s Security Lead, Steve Riley participated on a panel with other security leaders of the industry. We were impressed with the openness of all of the participants, and particularly excited with the new concepts coming from at Amazon. Riley used a term that is being used within his part of Amazon, the “Think Cloud”. As we understand it from the discussion on stage, a Think Cloud is a “body of knowledge” that is a real-time information base of Amazon cloud that can be pivoted all the way down to the threads and individual data concurrency. It would be an index that acts like a control point that helps define movement of data through a servers and compute tasks. Looking at the journey from the data point of view, including data about the environment itself and how to repair itself when damaged and keep data concurrency in tact. Sponsor Here’s the RSA cloud security keynote to get a bit of inspiration to benefits of portable (cloud) computing. In this 30 minute discussion, there are several notable considerations from the contributors on how cloud security challenge can be thought of as a big opportunity and that perhaps now is time to debunk the myth that security is not a part of the cloud. We picked out a few of Riley’s comments that we believe are leading towards the idea of the Think Cloud and why Amazon may be there first. I/O Amazon knows it is critical to be able to have good inputs and outputs. And emphasizes ease of use even more than data portability standards themselves. Riley described a great use case where an un-named customer used Amazon for compute, another cloud provider for data processing, SalesForce for crunching, and then pushed the results to Facebook. Interconnection is happening and applications are already “using all the clouds out there”. In this case, all the way down to the consumer. When we look at this pattern, it we see parts that mimic the history of web in the enterprise. Back-end systems moving data around, optimizing, and passing it to the a web portal. And, the portal demanding “real time” updates for key pieces of data, while relying on batch for others. We can see that idea of a Think Cloud may come into this pattern to help set boundaries and checks so that when a piece of data passes through an Amazon, it is returned reliably, ever time. Perhaps a Think Cloud is a registry that does part of what a smart Enterprise Services Bus does when registered new applications for master data, that is keeps track of activity. In a way, we need to solve the cloud-equivalent “floating point” problem in the CPU of generations past in the computer itself. On the CPU math co-processor, the question was, “Does it know how to do math correctly every-time under all conditions?”. Perhaps the question in the cloud may be “Are all my customers still in the database even though that thread died?”, or “Do we have encryption set on every cpu that this user’s information is stored in memory or on disk”. Solving that problem of interchange the role the concept of Think Cloud might lead. Many legacy applications won’t make it to the cloud. At least, not as-is. Riley comments that “servers are disposable horsepower, they come, they go”. In other words, Since applications sit on top of servers, and servers are sinking into the cloud, applications will sink or swim based on how they migrate to this model. So, the first movers are “the rats” that have jump ship as it started to sink. Follow the rats, or drown. The tear-down of the server into the n-resource cloud breaks-or-suboptimizes server based applications in a fundamental way. Thinking back, this is very similar to web services revolution in the enterprise, where just because an application can export its data model, doesn’t mean it is optimized for web services, or API level interaction. We find this almost a reverse-trend to server virtualization, which has expanded the physical compute space. Perhaps we are finding that there is some new turf to be claimed on where the cloud reaches and virtualization ends. We like to think of it as “smart service bus” meets “smart application” on infinite resources. Infinite, or course, equaling the credit in your PayPal (or other) form of payment collection required by either, or both parties. As reported by The Register’s Cade Metz, Microsoft’s Steve Ballmer recently pointed out that this is a potential opportunity with Microsoft and Azure. Where, instead of “only” focusing on infrastructure clouds, the company is working towards a new programming model, Steve said on March 4, 2010. “I think Azure is very different than anything else on the market. I don’t think that anyone else is trying to redefine the programming model” When we look at the services recently in our post, Is Amazon’s Computing Fabric a New Economy , we noted a series of services outside of core computing that start evolving Amazon quickly down the path of a new development paradigm. Abstracting storage, network, monitoring, and perhaps in future security, in raw terms gives rise to new opportunities to bind them back together. Security is the topic for RSA. Compliance is the reason to get it right. If the computing model wants to be secure, it needs to know the assets and their relationships. As reported by Search Cloud Computing , Amazon’s Riley also tipped the audience at RSA that Amazon is weighing in on encryption as a service offerings. This is another example, where that now Amazon is supporting a new services such as Virtual Private Cloud, it moves one step closer the knowledge point for all the key assets, including their peers within the corporate network. We find this area, as well as certificate management, to be an area ripe for the type of thinking we see at Amazon. The problem to be solved isn’t a better routine, but is how to apply it tandem with the moving assets and data that is ever changing in demand. Perhaps We Needed to Get to Random, to Get to Secure We wonder if Amazon’s Think Cloud is something new, and if so, is a path towards solving the collision of the major parties in the network. If it joins network, storage, person, and server resources together, perhaps it is the brains of the next generation Internet. The winner will be the one that makes it simple, because as Devo on Chatroulette is proving, demand is asymmetric, and access control is from the eighties. Photo credit: RSA , Devo , Inc. Discuss
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Future: Amazon’s ‘Think Clouds’ are Data Aware
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Navigating SXSW is overwhelming to say the least! To help you out ReadWriteWeb has been breaking the events, panels and parties down into vertical reviews. This post provides what we think are some of the best for marketers and online strategists. We’d also love to hear your recommendations in the comments. Online strategy is multi-faceted. You need to know as much about marketing and understanding people and their motivations as you do perfecting the online experience, understanding the next technology breakthrough on the horizon and being an excellent conversationalist – while still being able to measure the impact of it all. So this list provides a smattering of some of the best to see in all four. Sponsor This is part of a series of ReadWriteWeb guides to SXSW Interactive 2010. If this guide isn’t your cup of tea, be sure to check back for more information soon! How Your Brand Can Succeed in the New Web With Brian Solis. “Engage is the new book by Brian Solis that will debut at SXSW. Representing the third book on new media and its impact on society, culture and communication. Engage will help anyone not only understand the changes in the media landscape but also how to lead it. Brian Solis will be joined by a special guest to discuss the new book and answer questions followed by a book signing.” The Future of Influence “The ability to share online has allowed consumers to control and filter the Web. For brands and publishers, tapping into Influence is critical to social media’s future. What is influence and how is it measured? Leading voices in social media from multiple backgrounds will define the value of influence, discuss best practices, and predict future impact. Data will be shared! This panel is sponsored by ShareThis.” With Tim Schigel, Paul Berry, Dave Knox, Mike John-Baptiste, Shiv Singh. Extending Your Brand? There’s an App for That “For many, brand extension into the digital realm means a Web site, a banner ad, a viral campaign. But applications can extend conversations and perceptions of a brand, as well as add to discussions and ideas in compelling new ways. How can applications help your brand and idea be more authentic, genuine, user friendly, and just plain old fun? Learn from the folks that are making it happen. This panel is sponsored by Microsoft Silverlight.” The Human Experience With Gary Vaynerchuk. The content of this presentation has not been announced, but knowing Gary and his successful track record in growing business through the use of social media, this one is not to be missed. Program or be Programmed: Ten Commands for a Digital Age With Douglas Rushkoff. “Winner of the first Neil Postman award for Career Achievement in Public Intellectual Activity, Douglas Rushkoff is an author, teacher, and documentarian who focuses on the ways people, cultures, and institutions create, share, and influence each other’s values.” I Don’t Trust You One Stinking Bit “What gives people confidence on the Web? Bringing together experts in social capital and online trust, we help you build the company your users can love and call their own.” With Chris Brogan and Julien Smith. Monkeys with Internet Access: Sharing, Human Nature, and Digital Data Clay Shirky hasn’t announced the content of his presentation yet. He “divides his time between consulting, teaching, and writing on the social and economic effects of Internet technologies. His consulting practice is focused on the rise of decentralized technologies such as peer-to-peer, Web services, and wireless networks that provide alternatives to the wired client/server infrastructure that characterizes the Web.” The Young and the Digital With Craig Watkins. “In 2006, S. Craig Watkins participated in the MacArthur Foundation’s well-funded digital media initiative alongside a select team of scholars and tech experts. The goal was simple: to understand young people’s emphatic embrace of social and mobile media. Watkins went on to build a small research team that skillfully collected over 500 surveys and conducted 350 in-depth interviews with young adults, parents, and educators.” Design and Usability, The UX of Mobile “The term ‘user experience’ used to be an afterthought in mobile application design. The iPhone changed all that and has set a new benchmark for user experience on mobile devices. This panel will serve as a primer for anyone interested in learning how to apply UX principles to the creation of applications for iPhone, Android, and mobile websites.” With Barbara Ballard, Tom Limongello, Scott Jenson. The Ten Commandments of User Experience “User experience is the result of your interactions with a product or service, specifically how it’s delivered and its related artifacts according to the design. In this presentation we will explain how following the 10 commandments can boost your project’s ease of use, appeal, conversion rates, and more.” With Raina Van Cleave, Nick Finck. Persuasive Design: Encouraging Your Users To Do What You Want Them To! “So you’ve designed a great product, fixed a stack of usability problems and spent a fortune on marketing. The only problem is, people aren’t using it. In this session you will learn how to get your users to do what you want them to through good design, human psychology and a touch of mind control.” With Andy Budd. My Three-Year Old Is My Usability Expert “Children are perfect testers for the innate usability of visual structures. Learn how neuroscience and cognitive psychology research can make your designs and interfaces more intuitive.” With Dave Stanton. Can the Real-Time Web Be Realized? “The emergence of the real-time Web enables an unprecedented level of user engagement and dynamic content online. However, the rapidly growing audience puts new, complex demands on the architecture of the Web as we know it. This panel will discuss what is needed to make the real-time Web achievable.” With Scott Raymond, Brett Slatkin, Dare Obasanjo, Marshall Kirkpatrick, Jack Moffitt. Time + Social + Location. What’s Next In Mobile Experiences? “As more devices become location aware, social uses will continue to evolve beyond just who and what,to WHEN. Adding the temporal dimension creates new opportunities for social interaction. Learn about ways to leverage and use technology to add features at the intersection of temporal, social, and location.” With Naveen Selvadurai, Josh Babetski, Greg Cypes. ActivityStrea.ms: Is It Getting Streamy In Here? “From Facebook’s newsfeed to Twitter’s relentless real-time updates, the metaphor of the “stream” has taken social networking beyond blog posts and on to rich social activities. Learn about ActivityStrea.ms – the open format adopted by Facebook, MySpace, and Windows Live – and how it’s fundamentally changing the social Web.” With Chris Messina. HTML5: Tales from the Development Trenches “HTML5 is coming. Originally called “Web applications 1.0″, it brings new semantics, JavaScript APIs for drag and drop, offline storage, generating images, plugin-free video and form validation. It’s upset semantic Web advocates, accessibility evangelists and baffled developers. Cut through the crap: learn what it is and what it does.” What Are Analytics? A Guide To Practical Data “Analytics are often a confusing and convoluted mess, but that doesn’t mean that they have to be. The Guide to Practical Data will help ensure you’re reaching your full analytical potential. Learn how to analyze public and proprietary data to accelerate the success of any initiative.” With Margaret Francis, Blake Robinson. Those are our SXSW Interaction recommendations for marketers and Web strategists. If you’ve got suggestions or feedback, let us know in the comments! See you in Austin! Discuss
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SXSW 2010 for Marketers & Online Strategists
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