Content In The Cloud An extension of the human nervous system Jonathan H. King SVP Business Development.

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. Kingjonathan@joyent.com#jhk24Joyent, Inc. SVP Business Development

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