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Cloud Service Design
Evan Miller
Advanced Consulting Services
IDC Study: NetApp Leads in Storage for Public
Cloud Infrastructure*
NetApp #1 in storage
systems capacity shipped for
public cloud infrastructure
2
Many of the world’s largest cloud
services are built on NetApp
2012
Rank
External Storage Systems
Capacity Shipped
1 NetApp
2 HP
3 Dell, EMC (tied)
Source: IDC Storage Users Demand Study 2013 – Spring Edition, IDC #244209, November 2013. *Includes content depots.
An Enterprise Cloud Foundation
Key cloud features:
 Quality of Service
 Standard data
containers
 Secure multi-tenancy
 Pooled virtual
resources
 Efficient data
transport
 Rich data
management
3
Clustered Data ONTAP®
SVM SVM SVM
 Nondisruptive operations
 Seamless scalability
 Proven efficiency
 World’s #1 Storage OS
Cloud Data Fabric
NetApp Confidential – Limited Use4
Seamless connectivity among clouds; Same Services Everywhere
The Changing Role of IT
Everyone has to think like a service provider
5
Business Problems in IT
7
Performance:
How do we promise
and deliver application
performance?
Cost and Risk:
And deliver within
our budget at low risk?
Agility and Speed:
And dynamically
optimize IT services by
performance and cost?
Proactive
Kitchen vs Restaurant
They both provide food.
8
What’s the difference?
Fixed Assets with
Potential Capabilities
Agile Service Delivery
within Cost
“Cloud” is the
Restaurant model of IT
The SP Business Model
 A Service Menu $/service unit
with a choice of service levels
 Predictable service level
performance, cost, and business
model
 Rapid service activation on a
ready-to-use service
infrastructure
 Measurable Service Level
Objectives and SLAs with
reporting
9
Strategy
DesignTransition
Operations
Two Car Dashboards
They both provide metrics. What’s the difference?
10
RPM
ODO 0032069 miles
Oil Temp MPG
Miles to Empty: 219
MPH
One measures the car.
The other measures the service.
Standard Software-Defined Service Levels
 Many companies have adopted a customized standard service catalog
collaboratively designed with our patented tools and software.
11
Application-Aligned Storage Service Levels with Non-Disruptive Volume Movement Between
Service Levels
Service Level Capacity Value Performance High Read High Update Extreme
Validated
Applications
Backup,
Replication,
Archive
File Shares,
Email, Web Data
General Purpose
Databases and
Applications
Read intensive
Applications
Write and Read
intensive
applications
Extremely Low
Latency High
Write
Applications
SLO (QoS Throttle
in IOPS/TB) Very Slow Slow Medium Fast Very Fast Fastest
* Read% Low 50/50 50/50 >50% Low Low
Flash-Accelerated, SAN & NAS, Non-Stop Availability+
Key Components of Service Enablement
12
Service Menu
Interface
Service Level
Management
Service Level
Reporting
Service Level Reporting
Use Cases for Performance Against SLO and SLA
 Performance to Service Level Objective
 Performance below Service Level Agreement
 Performance underutilization
13
0
200
400
600
800
1000
1200
1 2 3 4 5 6 7 8 9 10
SLO (Throttle)
SLA
Volume 1
Volume 2
Volume 3
Bridging the Executive Conversation Chasm
Service Strategy & Design bridges the gap between Technology (service
platform) and the Business (service purpose)
14
Business:
Revenue, Margin,
Earnings, Cash flow,
Market Share
Technology:
Components, Speeds,
Features, Products,
Assets
Cloud Storage
Service Model
• Application alignment
• SLOs & SLAs
• Agile
• Predictable
• Business Outcomes
• Internal / External
Service Design Workshop Agenda
 Session 1: Storage Service Catalog
 Outcomes: The service menu with units of service offered, key SLA
metrics
 Session 2: Storage Service Platform
 Outcomes: The technical service platforms to support delivery of units of
service and QoS policy definition
 Session 3: Service Business Model
 Outcomes: Price per unit of service with revenue, cost, and margin
estimation
 Session 4: Service Business Summary
 Outcomes: Summary of the service design, planning of next steps.
15
Thank You
Questions?
16
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Introduction to Cloud Service Design

  • 1. Cloud Service Design Evan Miller Advanced Consulting Services
  • 2. IDC Study: NetApp Leads in Storage for Public Cloud Infrastructure* NetApp #1 in storage systems capacity shipped for public cloud infrastructure 2 Many of the world’s largest cloud services are built on NetApp 2012 Rank External Storage Systems Capacity Shipped 1 NetApp 2 HP 3 Dell, EMC (tied) Source: IDC Storage Users Demand Study 2013 – Spring Edition, IDC #244209, November 2013. *Includes content depots.
  • 3. An Enterprise Cloud Foundation Key cloud features:  Quality of Service  Standard data containers  Secure multi-tenancy  Pooled virtual resources  Efficient data transport  Rich data management 3 Clustered Data ONTAP® SVM SVM SVM  Nondisruptive operations  Seamless scalability  Proven efficiency  World’s #1 Storage OS
  • 4. Cloud Data Fabric NetApp Confidential – Limited Use4 Seamless connectivity among clouds; Same Services Everywhere
  • 5. The Changing Role of IT Everyone has to think like a service provider 5
  • 6. Business Problems in IT 7 Performance: How do we promise and deliver application performance? Cost and Risk: And deliver within our budget at low risk? Agility and Speed: And dynamically optimize IT services by performance and cost? Proactive
  • 7. Kitchen vs Restaurant They both provide food. 8 What’s the difference? Fixed Assets with Potential Capabilities Agile Service Delivery within Cost “Cloud” is the Restaurant model of IT
  • 8. The SP Business Model  A Service Menu $/service unit with a choice of service levels  Predictable service level performance, cost, and business model  Rapid service activation on a ready-to-use service infrastructure  Measurable Service Level Objectives and SLAs with reporting 9 Strategy DesignTransition Operations
  • 9. Two Car Dashboards They both provide metrics. What’s the difference? 10 RPM ODO 0032069 miles Oil Temp MPG Miles to Empty: 219 MPH One measures the car. The other measures the service.
  • 10. Standard Software-Defined Service Levels  Many companies have adopted a customized standard service catalog collaboratively designed with our patented tools and software. 11 Application-Aligned Storage Service Levels with Non-Disruptive Volume Movement Between Service Levels Service Level Capacity Value Performance High Read High Update Extreme Validated Applications Backup, Replication, Archive File Shares, Email, Web Data General Purpose Databases and Applications Read intensive Applications Write and Read intensive applications Extremely Low Latency High Write Applications SLO (QoS Throttle in IOPS/TB) Very Slow Slow Medium Fast Very Fast Fastest * Read% Low 50/50 50/50 >50% Low Low Flash-Accelerated, SAN & NAS, Non-Stop Availability+
  • 11. Key Components of Service Enablement 12 Service Menu Interface Service Level Management Service Level Reporting
  • 12. Service Level Reporting Use Cases for Performance Against SLO and SLA  Performance to Service Level Objective  Performance below Service Level Agreement  Performance underutilization 13 0 200 400 600 800 1000 1200 1 2 3 4 5 6 7 8 9 10 SLO (Throttle) SLA Volume 1 Volume 2 Volume 3
  • 13. Bridging the Executive Conversation Chasm Service Strategy & Design bridges the gap between Technology (service platform) and the Business (service purpose) 14 Business: Revenue, Margin, Earnings, Cash flow, Market Share Technology: Components, Speeds, Features, Products, Assets Cloud Storage Service Model • Application alignment • SLOs & SLAs • Agile • Predictable • Business Outcomes • Internal / External
  • 14. Service Design Workshop Agenda  Session 1: Storage Service Catalog  Outcomes: The service menu with units of service offered, key SLA metrics  Session 2: Storage Service Platform  Outcomes: The technical service platforms to support delivery of units of service and QoS policy definition  Session 3: Service Business Model  Outcomes: Price per unit of service with revenue, cost, and margin estimation  Session 4: Service Business Summary  Outcomes: Summary of the service design, planning of next steps. 15

Editor's Notes

  • #5: Storyline  NetApp provides a cloud data fabric, which will facilitate the established need for seamless connection of cloud resources. Highly efficient transport between systems/clouds to enable the single purview of data management over a cloud data fabric.
  • #6: Storyline  Enterprise orgs don’t want to build and run data centers – they will be brokers of services that span on- and off-premises resources. Cloud first. Manage data, not data centers. In the past, CIOs have viewed their IT organizations as a builder of services for the business. But with the explosion of new web services to reach customers, incredible growth in mobile devices, new technologies like flash, the new paradigm of cloud computing, CIOs are dealing with more complexity than ever, and this is driving them to rethink their role. Today, CIOs are moving from being builders of apps and operators of data centers to becoming brokers of information services to the business. They're embracing new technologies and new service models that allow them to make IT faster, cheaper, and smarter and make their companies more responsive and more competitive Moving to the cloud: Customers want lower cost and faster provisioning with scale. Ideally, customers don’t want to manage data center – cloud first if possible. Mandate to move to cloud (we hear the “AWS mandate” all the time). While they need these things, they do not want to (cannot) give up control.
  • #7: We’ve all been on an IT journey that started with an application silo using dedicated servers, network, and storage designed to run an application. It’s simple. You can run it under your desk. It’s a pay-for-asset model of service delivery. It’s the kitchen of IT. But then we needed to more rapidly provision infrastructure. With a virtualized infrastructure, I can have a new instance of a server running an application, with network and storage, in just hours or minutes. But its still a pay-for-asset model, and in some ways has more risk because I have to buy hardware and software ahead of time before I can virtualize it and provide rapid provisioning. We all got surprised by VM sprawl, high use of software licenses, and the sudden management problems this created. Shared infrastructure allowed us to either build a hosting model or use external hosted services. IT organizations could start charging for services, instead of just assets, and hosted service providers provided a way to buy hosted services as an operating expense rather than a capital expense. Cloud is the next step and its fundamentally different than hosted services on shared infrastructure. It’s the restaurant of IT. It has a menu of choices. It allows pay-for-use of dynamically consumable service products. There typically is no long term contract, and use can shrink or grow as needed. As you move to the right on this continuum, business agility increases. The cloud model provides maximum business agility with minimum risk for sourcing IT service products.
  • #9: Let’s discuss an analogy. You all have a kitchen where you live. It probably cost anywhere from ten thousand to thirty thousand dollars or more to build before you could make your first hamburger. It doesn’t do anything unless someone with knowledge, skills, and resources uses it to produce a custom product. Unless you have all your tools and ingredients ready to use, it may take an hour or more to make food. If you need to go to the store, it might be several hours until you can make lunch or dinner. And if mom is making liver and onions, then that’s what you’re going to eat. Your choices may be very limited. But you may decide that you don’t want liver and onions, so you go three blocks to the nearest restaurant where you can choose the menu and have your food in minutes. You didn’t have to make any investment. Why do you even have a kitchen? How long will it take for your investment in a kitchen to pay off? And then after you invest all that money, you still need people and a well stocked refrigerator before you can produce anything. But what if you could run your kitchen just like a restaurant? How would you do that?
  • #13: Service Level Mgt is patented As is the process for the Service Level Mgmt Tool