|By Ray Solnik||
|July 22, 2014 10:00 AM EDT||
Like most maturing industries, standards are required to achieve broad adoption and maximum value. For the cloud, in particular cloud Infrastructure as a Service (IaaS) offerings like Amazon Web Services and Rackspace Cloud, it's time for a standard method for presenting these services so buyers can reasonably compare and contrast and make better buying decisions.
At the moment, purchasing IaaS is similar to how groceries were bought decades ago - very difficult to compare - both the product contents and the price/value vary from one vendor to another. A recent study conducted by the Open Data Center Alliance (ODCA) - involving Intel, Appnomic Systems and a number of other ODCA enterprise members - illustrates just how difficult the situation is today.
Other industries have gone through this evolutionary phase of defining standards and the cloud computing industry will do the same. New cars started being sold with a Monroney sticker in the windows revealing EPA gas mileage data. Mortgages come with HUD-1 disclosure documentation to ensure all mortgages are comparable from one to the other. Credit card promotions have a standard presentation for disclosing interest rates, annual fees, and other key terms.
The key questions are when it will happen and how this standardization will occur - through self-regulation or government intervention.
The time has come for the cloud computing industry to step up. It IS going to happen. The Federal government has already begun to engage on rating and comparing broadband providers. Cloud providers could very well be next - and that may not be a good thing. The industry has an opportunity to pick up the ball and address the situation proactively.
What's the Cloud Equivalent of Calories, Carbs, and Flavors?
One of the biggest obstacles to creating a "nutrition label" type of standard for cloud computing is that IT IS HARD to compare one cloud to another cloud. There are so many variables, for example, the testing and verification process is still in the very early stages. PriceWaterhouseCoopers has written a paper on the value of third-party validation and how it can help protect a brand in the cloud, yet this process can be an expensive and time-consuming process.
A glance at the overwhelming amount of information involved in providing cloud services can be, well, overwhelming and create its own challenge of comparing offerings. You can see what I mean at the Amazon Web Services and Rackspace pricing pages (available at these hyperlinks to web pages at these companies' websites respectively at the time of publication: AWS, RAX).
One recent attempt at defining the elements to be included in a "Cloud Facts Label" has been the efforts of the Open Data Center Alliance (ODCA) with draft a "usage model" for Standard Units of Measure (SUoM). The organization also chartered a proof of concept (POC) to illustrate how SUoM can be applied in real life (click here to download the report in PDF format).
However, the food industry probably had similar concerns. Like the illustrative food Nutrition Facts label below, you can imagine a Cloud Facts label highlighting the top 20 or so characteristics of an IaaS offering in a standardized way for consumers to compare and contrast.
Why It's Hard to Do and Is Going to Require Industry Collaboration
Among the first things the ODCA learned in the POC was that it is really difficult to be the first to try to establish standard units of measure (SUoM) for the cloud. To quote the report:
"Achieving equivalent environments across different cloud services proved more difficult and time-consuming than the PoC team anticipated. ... We did not find an easy method to incrementally adjust memory, processor, or network options to tune the CIaaS platform resources and achieve desired application performance."
When comparing fairly standard competitors such as Rackspace and Amazon, there were still differences in memory, virtual CPUs and how they were packaged.
IaaS buyers should have a set of agreed-upon standard units of measure upon purchase and ways to verify those metrics after purchase, so they can assess whether they are, in fact, continuing to receive what they've paid for. A standardize measurement and disclosure would take care of the purchase decisions and companies like Appnomic provide systems to help address ongoing performance measurement and management.
How Do We Make the Cloud Facts Label Happen?
It is becoming increasingly clear that the industry as a whole needs to take action. In this regard, it may be instructive to examine how other industries dealt with the issue of setting standards.
In the auto industry, safety and disclosure issues came to a head in 1958 when the Automobile Information Disclosure Act of 1958 was passed by the US congress. Ultimately, disclosure labels were required on all automobiles sold in the United States.
Since that time, the top twelve auto manufacturers came together to form the Auto Alliance, because they realized that the alternative was more government intervention, and that "constantly shifting government rules create manufacturing chaos, ultimately raising costs to consumers."
In 2006, to fight security breaches in the credit card industry, the top credit card issuing companies formed the Payment Card Industry Security Standards Council and established the Payment Card Industry Data Security Standard (PCI DSS). While still a work in process given all the recent breaches, at least that industry has taken action to get in front of the issues and to establish security and prevention standards to help prevent fraud.
Most of us are familiar with websites that make it easy to compare personal computers by listing in table format the CPU size, monitor screen size, RAM, storage, etc., included in a computer.
The cloud industry could refer to any of these models to choose how to proceed. By not choosing, it's certainly reasonable that government intervention may be the outcome. While the risk is not the health of our citizens as with the food industry, there are various obvious concerns with the current situation should it continue or get exacerbated.
What's in It for You, for All of Us . . .
The service providers argue that they should continue selling their customers a "black box" version of cloud infrastructure and not worry about what's inside. They say that is the value of cloud computing in the first place. Users should not worry about what's inside and leave that to the experts.
The problem with this view is that it only really addresses a "sunny day scenario" when cloud operations work. What happens when things go wrong? How does the IaaS user hold the service provider accountable? How does the service provider protect their own interests? What happens when that first service provider starts over provisioning, under delivering, crashes customers' applications, goes out of business and leaves customers hanging?
Aside from these dire possible outcomes, it's just good business to know what you are buying and to be able to compare. This characteristic of US industries is part of what makes our global competitiveness and intense drive for excellence result in a strong economy.
Needless to say, as a long-term strategy for credibility, deeper market penetration, and industry sustainability, the current situation is not a viable option.
The end benefits of developing SUoMs for cloud infrastructure are many:
- The increased transparency will empower customers to better understand and trust what they are purchasing.
- The research phase of the sales cycle will be shortened as customers will have easier-to-understand benchmarks to help guide them.
- Application performance on IaaS platforms will perform better and will get to better performance faster as illustrated by the ODCA POC results.
- The SUoMs will provide a clear upgrade path, leading to more well-defined tiers of service and more sales, faster than is possible now.
By implementing a Cloud Facts label, the industry will grow the overall industry pie and while pie may not be the most nutritious food, it sure is a great dessert!
"delaPlex is a software development company. We do team-based outsourcing development," explained Mark Rivers, COO and Co-founder of delaPlex Software, in this SYS-CON.tv interview at 18th Cloud Expo, held June 7-9, 2016, at the Javits Center in New York City, NY.
Jul. 27, 2016 08:00 PM EDT Reads: 2,019
We all know the latest numbers: Gartner, Inc. forecasts that 6.4 billion connected things will be in use worldwide in 2016, up 30 percent from last year, and will reach 20.8 billion by 2020. We're rapidly approaching a data production of 40 zettabytes a day – more than we can every physically store, and exabytes and yottabytes are just around the corner. For many that’s a good sign, as data has been proven to equal money – IF it’s ingested, integrated, and analyzed fast enough. Without real-ti...
Jul. 27, 2016 07:30 PM EDT Reads: 1,075
"There's a growing demand from users for things to be faster. When you think about all the transactions or interactions users will have with your product and everything that is between those transactions and interactions - what drives us at Catchpoint Systems is the idea to measure that and to analyze it," explained Leo Vasiliou, Director of Web Performance Engineering at Catchpoint Systems, in this SYS-CON.tv interview at 18th Cloud Expo, held June 7-9, 2016, at the Javits Center in New York Ci...
Jul. 27, 2016 06:45 PM EDT Reads: 2,052
I wanted to gather all of my Internet of Things (IOT) blogs into a single blog (that I could later use with my University of San Francisco (USF) Big Data “MBA” course). However as I started to pull these blogs together, I realized that my IOT discussion lacked a vision; it lacked an end point towards which an organization could drive their IOT envisioning, proof of value, app dev, data engineering and data science efforts. And I think that the IOT end point is really quite simple…
Jul. 27, 2016 06:45 PM EDT Reads: 1,152
A critical component of any IoT project is what to do with all the data being generated. This data needs to be captured, processed, structured, and stored in a way to facilitate different kinds of queries. Traditional data warehouse and analytical systems are mature technologies that can be used to handle certain kinds of queries, but they are not always well suited to many problems, particularly when there is a need for real-time insights.
Jul. 27, 2016 04:30 PM EDT Reads: 1,858
Big Data, cloud, analytics, contextual information, wearable tech, sensors, mobility, and WebRTC: together, these advances have created a perfect storm of technologies that are disrupting and transforming classic communications models and ecosystems. In his session at @ThingsExpo, Erik Perotti, Senior Manager of New Ventures on Plantronics’ Innovation team, provided an overview of this technological shift, including associated business and consumer communications impacts, and opportunities it ...
Jul. 27, 2016 04:30 PM EDT Reads: 192
You think you know what’s in your data. But do you? Most organizations are now aware of the business intelligence represented by their data. Data science stands to take this to a level you never thought of – literally. The techniques of data science, when used with the capabilities of Big Data technologies, can make connections you had not yet imagined, helping you discover new insights and ask new questions of your data. In his session at @ThingsExpo, Sarbjit Sarkaria, data science team lead ...
Jul. 27, 2016 04:15 PM EDT Reads: 1,126
Extracting business value from Internet of Things (IoT) data doesn’t happen overnight. There are several requirements that must be satisfied, including IoT device enablement, data analysis, real-time detection of complex events and automated orchestration of actions. Unfortunately, too many companies fall short in achieving their business goals by implementing incomplete solutions or not focusing on tangible use cases. In his general session at @ThingsExpo, Dave McCarthy, Director of Products...
Jul. 27, 2016 04:00 PM EDT Reads: 1,738
Is your aging software platform suffering from technical debt while the market changes and demands new solutions at a faster clip? It’s a bold move, but you might consider walking away from your core platform and starting fresh. ReadyTalk did exactly that. In his General Session at 19th Cloud Expo, Michael Chambliss, Head of Engineering at ReadyTalk, will discuss why and how ReadyTalk diverted from healthy revenue and over a decade of audio conferencing product development to start an innovati...
Jul. 27, 2016 04:00 PM EDT Reads: 1,054
WebRTC is bringing significant change to the communications landscape that will bridge the worlds of web and telephony, making the Internet the new standard for communications. Cloud9 took the road less traveled and used WebRTC to create a downloadable enterprise-grade communications platform that is changing the communication dynamic in the financial sector. In his session at @ThingsExpo, Leo Papadopoulos, CTO of Cloud9, discussed the importance of WebRTC and how it enables companies to focus...
Jul. 27, 2016 03:30 PM EDT Reads: 974
SYS-CON Events announced today that 910Telecom will exhibit at the 19th International Cloud Expo, which will take place on November 1–3, 2016, at the Santa Clara Convention Center in Santa Clara, CA. Housed in the classic Denver Gas & Electric Building, 910 15th St., 910Telecom is a carrier-neutral telecom hotel located in the heart of Denver. Adjacent to CenturyLink, AT&T, and Denver Main, 910Telecom offers connectivity to all major carriers, Internet service providers, Internet backbones and ...
Jul. 27, 2016 11:00 AM EDT Reads: 723
SYS-CON Events announced today that LeaseWeb USA, a cloud Infrastructure-as-a-Service (IaaS) provider, will exhibit at the 19th International Cloud Expo, which will take place on November 1–3, 2016, at the Santa Clara Convention Center in Santa Clara, CA. LeaseWeb is one of the world's largest hosting brands. The company helps customers define, develop and deploy IT infrastructure tailored to their exact business needs, by combining various kinds cloud solutions.
Jul. 27, 2016 10:30 AM EDT Reads: 1,227
Manufacturers are embracing the Industrial Internet the same way consumers are leveraging Fitbits – to improve overall health and wellness. Both can provide consistent measurement, visibility, and suggest performance improvements customized to help reach goals. Fitbit users can view real-time data and make adjustments to increase their activity. In his session at @ThingsExpo, Mark Bernardo Professional Services Leader, Americas, at GE Digital, discussed how leveraging the Industrial Internet a...
Jul. 27, 2016 09:45 AM EDT Reads: 472
The cloud market growth today is largely in public clouds. While there is a lot of spend in IT departments in virtualization, these aren’t yet translating into a true “cloud” experience within the enterprise. What is stopping the growth of the “private cloud” market? In his general session at 18th Cloud Expo, Nara Rajagopalan, CEO of Accelerite, explored the challenges in deploying, managing, and getting adoption for a private cloud within an enterprise. What are the key differences between wh...
Jul. 27, 2016 09:30 AM EDT Reads: 2,082
SYS-CON Events announced today that Venafi, the Immune System for the Internet™ and the leading provider of Next Generation Trust Protection, will exhibit at @DevOpsSummit at 19th International Cloud Expo, which will take place on November 1–3, 2016, at the Santa Clara Convention Center in Santa Clara, CA. Venafi is the Immune System for the Internet™ that protects the foundation of all cybersecurity – cryptographic keys and digital certificates – so they can’t be misused by bad guys in attacks...
Jul. 27, 2016 09:15 AM EDT Reads: 1,376
The best-practices for building IoT applications with Go Code that attendees can use to build their own IoT applications. In his session at @ThingsExpo, Indraneel Mitra, Senior Solutions Architect & Technology Evangelist at Cognizant, provided valuable information and resources for both novice and experienced developers on how to get started with IoT and Golang in a day. He also provided information on how to use Intel Arduino Kit, Go Robotics API and AWS IoT stack to build an application tha...
Jul. 27, 2016 09:15 AM EDT Reads: 1,175
Amazon has gradually rolled out parts of its IoT offerings in the last year, but these are just the tip of the iceberg. In addition to optimizing their back-end AWS offerings, Amazon is laying the ground work to be a major force in IoT – especially in the connected home and office. Amazon is extending its reach by building on its dominant Cloud IoT platform, its Dash Button strategy, recently announced Replenishment Services, the Echo/Alexa voice recognition control platform, the 6-7 strategic...
Jul. 27, 2016 09:00 AM EDT Reads: 479
IoT generates lots of temporal data. But how do you unlock its value? You need to discover patterns that are repeatable in vast quantities of data, understand their meaning, and implement scalable monitoring across multiple data streams in order to monetize the discoveries and insights. Motif discovery and deep learning platforms are emerging to visualize sensor data, to search for patterns and to build application that can monitor real time streams efficiently. In his session at @ThingsExpo, ...
Jul. 27, 2016 08:45 AM EDT Reads: 1,083
For basic one-to-one voice or video calling solutions, WebRTC has proven to be a very powerful technology. Although WebRTC’s core functionality is to provide secure, real-time p2p media streaming, leveraging native platform features and server-side components brings up new communication capabilities for web and native mobile applications, allowing for advanced multi-user use cases such as video broadcasting, conferencing, and media recording.
Jul. 27, 2016 08:45 AM EDT Reads: 951
Verizon Communications Inc. (NYSE, Nasdaq: VZ) and Yahoo! Inc. (Nasdaq: YHOO) have entered into a definitive agreement under which Verizon will acquire Yahoo's operating business for approximately $4.83 billion in cash, subject to customary closing adjustments. Yahoo informs, connects and entertains a global audience of more than 1 billion monthly active users** -- including 600 million monthly active mobile users*** through its search, communications and digital content products. Yahoo also co...
Jul. 27, 2016 08:00 AM EDT Reads: 617