1 CloudComputing Basics

CLOUD COMPUTING BASICS
Cloud Computing & Big Data

FIB-UPC Master MEI
November- 2012
CLOUD COMPUTING
1. Yesterdays Business 2. Cloud Computing is here to stay 3. How do we get here? 4. What is cloud computing? 5. Case study: AWS 6. Cloud Computing inhibitors 7. Cloud Computing today 8. Future of Cloud Computing 9. An opportunity for entrepreneurs 10. Lets get to work
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YESTERDAYS BUSINESS
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Foto: DesignedInBarcelona.com
TODAYS BUSINESS
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OR NOT?
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IS MUSIC A BUSINESS?
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BON JOVI
Exemple de Josep Valor (IESE), 2011
1986 The best-selling

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2010
The most downloades
BON JOVI
Sold: 28.000.000
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BON JOVI
Sold: 28.000.000
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Sold:
BON JOVI
Revenues: 30.000.000$
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Revenues: 70.000.000$ Concerts tour 2010
BON JOVI
The business model changed!
Revenues: 30.000.000$
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Revenues: 70.000.000$ Concerts tour 2010
THE BUSINESS MODEL
The business model changed!

music: Itunes, spotify books: Amazon education: e-learning UOC, MIT travels: eDreams Retail: Zara ...
Courtesy: Dani Urgell CISCO
Desintermediation
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from physical movement to the movement of information
WHERE DATA ARE STORED?
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WHERE DATA ARE STORED?

Source: Apple.com. 2011
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INTO CLOUD COMPUTING!
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CLOUD COMPUTING
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A VERY ACTIVE MARKET

Every week* a new Cloud service
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And a new Mergers & Adquisitions
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http://dealbook.nytimes.com/2012/02/09/oracle-to-buy-taleo-for-1-9-billion/

Cloud in the Stock Market
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CLOUD FORECAST
SaaS According to IDC, by

2015, about 24% of all new business software purchases will be of service-enabled software with SaaS delivery being 13.1% of worldwide software spending.
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IaaS Gartner is predicting

that the IaaS market to grow by 47.8% through 2015.
Source: http://softwarestrategiesblog.com/2012/01/17/roundup-of-cloud-computing-forecasts-and-market-estimates-2012/
CLOUD FORECAST
Workload processed in the Cloud
Source: CISCO
http://www.cisco.com/en/US/solutions/collateral/ns341/ns525/ns537/ns705/ns1175/Cloud_Index_White_Paper.pdf
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CLOUD COMPUTING
Its here to stay
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CLOUD COMPUTING
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HOW DO WE GET HERE?
Pilot ACE, UK.1950

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EVERY 15 YEARS
A major technological jump in IT
TIC
That has redefined IT and industry in general 1950

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2012
MAINFRAMES
Mainframes
1950 FIB/UPC 2012
1965
1980
1995
2010
2025
PERSONAL COMPUTERS
Personal Computers
Mainframes
1950 FIB/UPC 2012
1965
1980
1995
2010
2025
INTERNET
Internet
Personal Computers
Mainframes
1950 FIB/UPC 2012
1965
1980
1995
2010
2025
INDUSTRIALIZATION OF IT
Huge Data Centers
Internet Personal Computers
Mainframes
1950 FIB/UPC 2012
1965
1980
1995
2010
2025
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Source: http://www.facebook.com/media/ set/?set=a.190842620965185.47008.140375289345252
HUGE DATA CENTERS
28.000 m2 40 Mw
HUGE DATA CENTERS
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Foto: Google
HUGE DATA CENTERS
Foto: Google
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> football pitch x 4
HUGE DATA CENTERS
Foto: cortesa BSC
Industrializaton of IT: has arrived!

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WHERE DO WE FIND DC?

foto: Google
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WHERE DO WE FIND DC?

foto: Google
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Energy price: 0,03-0,04 /kWh
ENERGY CONSUMPTION
Foto: cortesa BSC
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1W IT 1 or 0,7 W cooling
ENERGY CONSUMPTION
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NETWORKS & UNDERSEA CABLE

http://www.submarinecablemap.com/
foto: http://www.submarinecablemap.com/
foto: http://www.flickr.com/photos/alvy/22800735
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CLOUD COMPUTING
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IT AS A SERVICE
Cloud Computing represents a major change in IT service architecture, delivery and consumption
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Foto: J.T.
IT AS A SERVICE
Amazon Data Center
Foto: Tutorial SC2011 - Robert Grossman
(*) IaaS
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IT AS A SERVICE
More flexible IT, which can adapt to

businesses and where costs can be predicted
Ubiquitous access Pay per use
Rapid elasticity
On-demand self-service ....

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EXAMPLE: WORKLOAD
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SYSTEM CAPACITY
Capacity
Resources
Demand
Time
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RESOURCES NOT USED
Capacity Resources not used
Resources
Demand
Time
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WASTE OF RESOURCES
Capacity
Resources
Demand
Time
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CUSTOMER BEHAVIOR
Resources
Capacity
Demand
1 Time (days)
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CUSTOMER BEHAVIOR
Resources
Capacity
Demand
1
Time (days)
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CLOUD COMPUTING ELASTICITY
Resources
Capacity
Demand
Time
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AGILITY FOR SUPPLYING

vs in-house data center
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Fotos: cortesa BSC
TYPES OF CLOUDS
Software as a Service (SaaS) Plataforma as a Service (PaaS) Infraestructura as a Service (IaaS)
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TYPES OF CLOUDS
Tradicional
Apps
IaaS
Apps
PaaS
Apps
SaaS
Apps
Frameworks
Frameworks
Frameworks
Frameworks
VM
VM
VM
VM
Server
Server
Server
Server
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models of service delivery
INFRAESTRUCTURE AS A SERVICE
1 computer in a rack for 120 hours
120 computers in three racks for 1 hour
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Idea : Tutorial SC2011 - Robert Grossman
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Source: Security Guidance for Critical Areas of Focus in Cloud Computing , April 2009. Cloud Security Alliance.
Hundreds of companies on stage

SUMMARY
CLOUD COMPUTING
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AWS PRODUCTS AND SOLUTIONS
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ELASTIC COMPUTING CLOUD
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EC2 PRICING
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GET STARTED WITH EC2
To create an AWS account go to http://aws.amazon.com To launch an instance go to
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GET STARTED WITH EC2

Follow the Wizard
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CONNECT TO INSTANCE
e.g. SSH
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TERMINATE INSTANCE
IMPORTANT! As soon as your instance starts to boot, you're billed for each hour or partial hour that you keep the instance running (even if the instance is idle). When you've decided that you no longer need the instance, you can terminate it.
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CLOUD COMPUTING
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AN EXAMPLE
La Vanguardia, 2/2/2012
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MEGAUPLOAD
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DATA RECOVERY
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DATA THEFT
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LEY LOPD
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TRUTH
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PRIVACY
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CLIENT CONCERNS: SUMARY
Security Data Integrity Control
Privacy Regulatory Vendor Maturity
Lack of Standards
Data Recovery ...
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CLOUD COMPUTING
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SCENARIO
Enterprise resources
Data+ Programs + Hardware
CLOUD
electronic devices with identification/computing/storage/communication capabilities
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User
Sep 2011
INSIDE THE CLOUD

PUBLIC CLOUD
PRIVATE CLOUD
electronic devices with identification/computing/storage/communication capabilities FIB/UPC 2012
User
SELF-MANAGED CLOUD
PUBLIC CLOUD
Intelligent & autonomic management of resources
PRIVATE CLOUD
Client-aware Services
Services that intelligent take advantage of user devices capabilities as mobile or context-aware
electronic devices with identification/computing/storage/communication capabilities FIB/UPC 2012
User
HYBRID CLOUD
Workload
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HYBRID CLOUD
capacity
Workload
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HYBRID CLOUD
capacity
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HYBRID CLOUD
External Provider
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EVERYTHING AS A SERVICE
IaaS PaaS SaaS
X
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DRaaS SUaaS aaS BDaaS
CLOUD CAN DRIVE BUSINESS INNOVATION
Taking cost out of company
Improve business processes and operational effectiveness
Using the cloud to enable new business models

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CLOUD COMPUTING
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WHAT NEXT?
Cloud Computing & Security
Mobility & Social
Smart Big Data / Analytics &
Green
Computing
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WHAT NEXT?
Mobility & Social
Green
Computing
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EVERYBODY CONNECTED
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EVERYBODY CONNECTED
http://www.searchenginejournal.com/the-growth-of-social-media-aninfographic/32788
4th year ESO secondary school: 100% of students on Facbook
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A MOBILE FUTURE
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http://money.cnn.com/2011/02/09/technology/smartphones_eclipse_pcs/index.htm
INTERNET OF THINGS
Not only will we have mobile devices, but also
http://www.urbiotica.com
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http://download.intel.com/newsroom/kits/embedded/pdfs/ECG_WhitePaper.pdf
INTERNET OF THINGS
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WHAT NEXT?
Mobility & Social
Green
Computing
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Jlia Torres DesignedInBarcelona.co
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GREEN COMPUTING
A more energy-efficient cloud
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ELECTRICITY CONSUMPTION
Based on current projections, the demand for electricity will more than triple to 1,973bn kWh
The combined electricity demand of the internet/ cloud (data centers and telecommunications network) globally in 2007 was approximately 623bn kWh.
Source: How Clean is Ypur Cloud? Greenpeace, April 2012
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IMPACT ON TO THE ENVIRONMENT:
Foto: J.T.
ICT industry, which includes the Internet, produces roughly 2 to 3 percent of global GHG emissions.
Source: Climate Groups Smart2020 report (www.smart2020.org)
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IMPACT ON TO THE ENVIRONMENT:

Solution: Green Computing paradigms
emerging for reducing the energy consumption, the consequent GHG emissions and the operational costs
How?
With more efficient Data Centers With more IT components Using renewable energy
for example by letting data and computational load to follow-thesun/wind/tide in distributed and cooperative service infrastructure, such as the clouds, to exploit renewable energy sources and variable energy prices offered by Smart Grids.
...
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TIME FOR CONTAINERS

Example: Microsoft Data Center:
Source image: http://www.datacentertalk.com/2012/04/microsoft-getsincentives-for-choosing-wyoming-for-their-new-data-center/
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CAN WE PUT A DC IN A BETTER LOCATION?
Helsinki PUE = 1,073
Barcelona PUE = 1,113
Data courtesy of AST IT Infrastructures (www.AST-global.com)
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LOCATION MATTERS
A major evolutionary trend in data center design underway is the utilization of free cooling, or the use of outside air instead of energy-intensive chillers to keep the computers from overheating.
This shift is already happening among most major utility-scale operators; as they have identified the major cost savings that can result from efficient building designs and modular containers they rely less on the resource-intensive cooling equipment.
Rapidly growing regional data center hubs around the world: how are powered by existing capacity.
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GROWING REGIONAL DATA CENTER HUBS
SOURCE: Report How Clean is your Data Center, GreenPeace. April 2012
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ADVANTAGES OF CLOUD PARADIGM
The Cloud paradigm is a key tool to reduce the energy consumption (and reduce the CO2 emisions)
Cloud Computing are helping create a more sustainable future for the Internet and the growing sector of government, companies and people whose data resides in the cloud
Cloud computing suppliers have at least two inherent advantages on power and costs over in-house IT
load diversity and economies of scale
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ICTs are not all bad!

GREEN COMPUTING: EXTENDED VIEW
ICT reduces emissions of other activites
2-3%
ICT can significantly contribute to control and reduce the 98% of emissions caused by other activities and industries.
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GREEN COMPUTING: EXTENDED VIEW
use of computing resources efficiently use of e-documents, reducing travel and teleworking, tools that others areas may use to reduce energy consumption minimizing environmental impact (eWaste)
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SMART COMPUTING
Energy Grids: up to 40% of the energy produced might be lost on its way to the consumer.
Traffic jams:
cost Europe 135 billion a year, and drivers lose five days per year while sitting in traffic.
Foto: SMART 2020 Report
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WHAT NEXT?
Mobility & Social
Green
Computing
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OPEN DATA
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http://www.datacenterknowledge.com/archives/2011/06/28/digital-universe-to-add1-8-zettabytes-in-2011/?utm-source=feedburner&utm-medium=feed&utmcampaign=Feed:+DataCenterKnowledge+%28Data
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DELUGE OF DIGITAL INFORMATION
And this will bring about a
1 EXABYTE = 1.000.000.000.000 MEGABYTE
DELUGE OF DIGITAL INFORMATION
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A data scientist's job description goes like this: Make discoveries while swimming in data. Possess an intense curiosity. Bring structure to formless data and make analysis possible, all while having a feel for business issues and an empathy for customers. Advise executives on how to use the information to make better products.
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IRONMAN-TRIATHLON!
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CONSTRAINS OF CONVENTIONAL IT SYSTEMS
Conventional
Execution Time
Systems
new requirements for real-time decisions
Large Data Sets, growing too big for conventional storage/tools
GBs
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Data Volume
PBs
BIG DATA CHALLENGES

Storage:
New storage technologies are required
Data Management: Data Processing:
Relational DB cant support everything
Rethinking of data processing is required
Obtaining Value from Data:

Data cannot be taken at face value The information is non actionable knowledge
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DATA MANAGEMENT
relational DB cant support everything
NoSQL
DBMS in-memory
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DATA PROCESSING
Rethinking of data processing
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STACK DATA 2.0
Data cannot be taken at face value
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CLOUD COMPUTING
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http://techcrunch.com/2012/10/27/big-data-right-now-five-trendy-open-source-technologies/
AN OPPORTUNITY
LA VANGUARDIA, 06/10/11
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AN OPPORTUNITY
IT applications and services over the years Applications
2025
Hundreds of thousands of applications

Tens of thousands of applications Thousands of applications
Hundreds of applications
1950 FIB/UPC 2012
1965
1980
1995
2010
AN OPPORTUNITY
we'll see millions of new applications and services built on top of these disruptive technologies
Millions of applications

1950
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1965
1980
1995
2010
2025
Applications
Users
AN OPPORTUNITY IT users growth

Hundreds of Millions of users
Millions of users
Thousands of users
1950 FIB/UPC 2012
1965
1980
1995
2010
2025
Users
Trillions of AN OPPORTUNITY IT users growth things

Billions of users
Millions of users
Thousands of users
thanks to these millions of applications we'll see billions of users and trillions of things connected
1950 FIB/UPC 2012
1965
1980
1995
2010
2025
Trillions of AN OPPORTUNITY things

Billions of users
This growth will bring many trillions of Millions euros for smart & sustainable of users solutions in the new digital economy!
Thousands of users

Millions of applications
1950 FIB/UPC 2012
1965
1980
1995
2010
2025
MOBILE APPS
Case Study: Mountain Angel

http://mobility.sfy.com
To ride your bike is Amazing But if you ride alone
Mountain Angel detects Non-secure stops

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and will send your position
MOBILE APPS
Case Study: Mountain Angel

track your route through the website (*)
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MOBILE APPS
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INTERNALS: PARSE.COM
Una d'aquestes bbdd nosql que ens deixen guardar informaci sense una estructura i geolocalitzar la gent que tenim a prop en un no res, i sense programar al servidor (ni el toquem).
-Xavi Guardia http://mobility.sfy.com
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MOBILE APPS
Summary:
Many mobile apps use server-side components to accomplish tasks such as deliver content, manage access control or share data between users.
With Cloud Computing

Developers can easily access a scalable and cost-effective infrastructure for their mobile applications.
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CLOUD COMPUTING
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YOUR PROJECT?
Why not develop Mobile Apps with PARSE.COM?
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YOUR PROJECT?
Or Why not develop Mobile Apps with Amazon Web Services?
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YOUR PROJECT?
Source: http://aws.amazon.com/es/Android-development-with-AWS/
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YOUR PROJECT?
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Source: http://aws.amazon.com/es/Android-development-with-AWS/
YOUR PROJECT?
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CLOUD COMPUTING
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CONCLUSION
CLOUD COMPUTING Its here to stay

We have to
Cloud Computing & Security Mobility & Social
prepare our businesses for

the explosion of the cloud in a world of mobile technology and social networks, dominated by the boom of available information and all in a sustainable way.
Smart Big Data / Analytics & Green Computing
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HOMEWORK - I
Homework: Read chapter 1 (page 1-21)
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1 CloudComputing Basics

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CLOUD COMPUTING BASICS

Cloud Computing & Big Data

1986 The best-selling

Revenues: 70.000.000$ Concerts tour 2010

The business model changed!

Revenues: 70.000.000$ Concerts tour 2010

THE BUSINESS MODEL

The business model changed!

from physical movement to the movement of information

WHERE DATA ARE STORED?

WHERE DATA ARE STORED?

INTO CLOUD COMPUTING!

A VERY ACTIVE MARKET

A VERY ACTIVE MARKET

A VERY ACTIVE MARKET

SaaS According to IDC, by

IaaS Gartner is predicting

Its here to stay

HOW DO WE GET HERE?

Pilot ACE, UK.1950

That has redefined IT and industry in general 1950

1950 FIB/UPC 2012

1950 FIB/UPC 2012

1950 FIB/UPC 2012

1950 FIB/UPC 2012

HUGE DATA CENTERS

HUGE DATA CENTERS

HUGE DATA CENTERS

> football pitch x 4

HUGE DATA CENTERS

Foto: cortesa BSC

Industrializaton of IT: has arrived!

WHERE DO WE FIND DC?

WHERE DO WE FIND DC?

Energy price: 0,03-0,04 /kWh

Foto: cortesa BSC

NETWORKS & UNDERSEA CABLE

Amazon Data Center

Foto: Tutorial SC2011 - Robert Grossman

More flexible IT, which can adapt to

On-demand self-service ....

RESOURCES NOT USED

Capacity Resources not used

CLOUD COMPUTING ELASTICITY

AGILITY FOR SUPPLYING

Fotos: cortesa BSC

Software as a Service (SaaS) Plataforma as a Service (PaaS) Infraestructura as a Service (IaaS)

models of service delivery

1 computer in a rack for 120 hours

120 computers in three racks for 1 hour

Idea : Tutorial SC2011 - Robert Grossman

Hundreds of companies on stage

AWS PRODUCTS AND SOLUTIONS

ELASTIC COMPUTING CLOUD

GET STARTED WITH EC2

To create an AWS account go to http://aws.amazon.com To launch an instance go to

GET STARTED WITH EC2

CLIENT CONCERNS: SUMARY

Security Data Integrity Control

Privacy Regulatory Vendor Maturity

INSIDE THE CLOUD

electronic devices with identification/computing/storage/communication capabilities FIB/UPC 2012