|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!
Almost everyone sees the potential of Internet of Things but how can businesses truly unlock that potential. The key will be in the ability to discover business insight in the midst of an ocean of Big Data generated from billions of embedded devices via Systems of Discover. Businesses will also need to ensure that they can sustain that insight by leveraging the cloud for global reach, scale and elasticity.
Oct. 27, 2016 12:00 AM EDT Reads: 11,125
In past @ThingsExpo presentations, Joseph di Paolantonio has explored how various Internet of Things (IoT) and data management and analytics (DMA) solution spaces will come together as sensor analytics ecosystems. This year, in his session at @ThingsExpo, Joseph di Paolantonio from DataArchon, will be adding the numerous Transportation areas, from autonomous vehicles to “Uber for containers.” While IoT data in any one area of Transportation will have a huge impact in that area, combining sensor...
Oct. 27, 2016 12:00 AM EDT Reads: 1,102
SYS-CON Media announced today that @WebRTCSummit Blog, the largest WebRTC resource in the world, has been launched. @WebRTCSummit Blog offers top articles, news stories, and blog posts from the world's well-known experts and guarantees better exposure for its authors than any other publication. @WebRTCSummit Blog can be bookmarked ▸ Here @WebRTCSummit conference site can be bookmarked ▸ Here
Oct. 26, 2016 11:30 PM EDT Reads: 9,746
Most people haven’t heard the word, “gamification,” even though they probably, and perhaps unwittingly, participate in it every day. Gamification is “the process of adding games or game-like elements to something (as a task) so as to encourage participation.” Further, gamification is about bringing game mechanics – rules, constructs, processes, and methods – into the real world in an effort to engage people. In his session at @ThingsExpo, Robert Endo, owner and engagement manager of Intrepid D...
Oct. 26, 2016 11:00 PM EDT Reads: 9,905
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.
Oct. 26, 2016 11:00 PM EDT Reads: 3,917
SYS-CON Events announced today that CDS Global Cloud, an Infrastructure as a Service 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. CDS Global Cloud is an IaaS (Infrastructure as a Service) provider specializing in solutions for e-commerce, internet gaming, online education and other internet applications. With a growing number of data centers and network points around the world, ...
Oct. 26, 2016 09:45 PM EDT Reads: 3,663
Established in 1998, Calsoft is a leading software product engineering Services Company specializing in Storage, Networking, Virtualization and Cloud business verticals. Calsoft provides End-to-End Product Development, Quality Assurance Sustenance, Solution Engineering and Professional Services expertise to assist customers in achieving their product development and business goals. The company's deep domain knowledge of Storage, Virtualization, Networking and Cloud verticals helps in delivering ...
Oct. 26, 2016 09:45 PM EDT Reads: 1,132
In his general session at 19th Cloud Expo, Manish Dixit, VP of Product and Engineering at Dice, will discuss how Dice leverages data insights and tools to help both tech professionals and recruiters better understand how skills relate to each other and which skills are in high demand using interactive visualizations and salary indicator tools to maximize earning potential. Manish Dixit is VP of Product and Engineering at Dice. As the leader of the Product, Engineering and Data Sciences team a...
Oct. 26, 2016 09:30 PM EDT Reads: 671
SYS-CON Events announced today that Transparent Cloud Computing (T-Cloud) Consortium 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. The Transparent Cloud Computing Consortium (T-Cloud Consortium) will conduct research activities into changes in the computing model as a result of collaboration between "device" and "cloud" and the creation of new value and markets through organic data proces...
Oct. 26, 2016 08:15 PM EDT Reads: 1,475
In the next five to ten years, millions, if not billions of things will become smarter. This smartness goes beyond connected things in our homes like the fridge, thermostat and fancy lighting, and into heavily regulated industries including aerospace, pharmaceutical/medical devices and energy. “Smartness” will embed itself within individual products that are part of our daily lives. We will engage with smart products - learning from them, informing them, and communicating with them. Smart produc...
Oct. 26, 2016 08:00 PM EDT Reads: 1,575
SYS-CON Events announced today that Enzu 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. Enzu’s mission is to be the leading provider of enterprise cloud solutions worldwide. Enzu enables online businesses to use its IT infrastructure to their competitive advantage. By offering a suite of proven hosting and management services, Enzu wants companies to focus on the core of their online busine...
Oct. 26, 2016 08:00 PM EDT Reads: 1,431
WebRTC adoption has generated a wave of creative uses of communications and collaboration through websites, sales apps, customer care and business applications. As WebRTC has become more mainstream it has evolved to use cases beyond the original peer-to-peer case, which has led to a repeating requirement for interoperability with existing infrastructures. In his session at @ThingsExpo, Graham Holt, Executive Vice President of Daitan Group, will cover implementation examples that have enabled ea...
Oct. 26, 2016 07:00 PM EDT Reads: 2,358
SYS-CON Events announced today that Coalfire 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. Coalfire is the trusted leader in cybersecurity risk management and compliance services. Coalfire integrates advisory and technical assessments and recommendations to the corporate directors, executives, boards, and IT organizations for global brands and organizations in the technology, cloud, health...
Oct. 26, 2016 06:30 PM EDT Reads: 1,671
November 1–3, 2016, at the Santa Clara Convention Center in Santa Clara, CA. Penta Security is a leading vendor for data security solutions, including its encryption solution, D’Amo. By using FPE technology, D’Amo allows for the implementation of encryption technology to sensitive data fields without modification to schema in the database environment. With businesses having their data become increasingly more complicated in their mission-critical applications (such as ERP, CRM, HRM), continued ...
Oct. 26, 2016 06:15 PM EDT Reads: 1,156
SYS-CON Events announced today that Cloudbric, a leading website security 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. Cloudbric is an elite full service website protection solution specifically designed for IT novices, entrepreneurs, and small and medium businesses. First launched in 2015, Cloudbric is based on the enterprise level Web Application Firewall by Penta Security Sys...
Oct. 26, 2016 05:15 PM EDT Reads: 1,295
"Matrix is an ambitious open standard and implementation that's set up to break down the fragmentation problems that exist in IP messaging and VoIP communication," explained John Woolf, Technical Evangelist at Matrix, in this SYS-CON.tv interview at @ThingsExpo, held Nov 4–6, 2014, at the Santa Clara Convention Center in Santa Clara, CA.
Oct. 26, 2016 05:00 PM EDT Reads: 9,081
WebRTC sits at the intersection between VoIP and the Web. As such, it poses some interesting challenges for those developing services on top of it, but also for those who need to test and monitor these services. In his session at WebRTC Summit, Tsahi Levent-Levi, co-founder of testRTC, reviewed the various challenges posed by WebRTC when it comes to testing and monitoring and on ways to overcome them.
Oct. 26, 2016 05:00 PM EDT Reads: 4,213
DevOps is being widely accepted (if not fully adopted) as essential in enterprise IT. But as Enterprise DevOps gains maturity, expands scope, and increases velocity, the need for data-driven decisions across teams becomes more acute. DevOps teams in any modern business must wrangle the ‘digital exhaust’ from the delivery toolchain, "pervasive" and "cognitive" computing, APIs and services, mobile devices and applications, the Internet of Things, and now even blockchain. In this power panel at @...
Oct. 26, 2016 04:00 PM EDT Reads: 2,134
In his general session at 18th Cloud Expo, Lee Atchison, Principal Cloud Architect and Advocate at New Relic, discussed cloud as a ‘better data center’ and how it adds new capacity (faster) and improves application availability (redundancy). The cloud is a ‘Dynamic Tool for Dynamic Apps’ and resource allocation is an integral part of your application architecture, so use only the resources you need and allocate /de-allocate resources on the fly.
Oct. 26, 2016 04:00 PM EDT Reads: 3,841
SYS-CON Events announced today that SoftNet Solutions 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. SoftNet Solutions specializes in Enterprise Solutions for Hadoop and Big Data. It offers customers the most open, robust, and value-conscious portfolio of solutions, services, and tools for the shortest route to success with Big Data. The unique differentiator is the ability to architect and ...
Oct. 26, 2016 03:30 PM EDT Reads: 1,096