RazorFish Presentation on building hybrid public/private cloudsat the GigaSpaces CloudCrowd Evening Gathering in London - November 2009

1. Sim Mass Activation Case Study Gigaspace CloudCrowd Event Mandhir Gidda Technical Director (UK)

3. Business Case

4. Solution Outline

5. Costs and ROI

7. Razorfish Page 4© 2009 Razorfish. All rights reserved. 160+ staff UK 45 000+ colleagues in the groupe 2000+ staff worldwide ?

8. What people say about us Razorfish stands out in designing both transaction-led and image-led consumer-facing websites, based on exceptional user-centered design and strong creativity. Their user personas earn top scores.FORRESTER RESEARCHThe collaborative effort between Ford and Razorfish is a model of a full-service interactive consultancy… the agency is viewed within the Ford organization as a repository of ford.com standards and best practices.GARTNER RESEARCHRazorfish is serious about how users interact with solutions -- no one else comes close.MICROSOFT (Razorfish client)Razorfish has encouraged us to push the boundaries. Their strategic thinking always makes me think that no matter what the problem, we can find a solution.VISA (Razorfish client) Page 5© 2009 Razorfish. All rights reserved.

9. Page 6© 2009 Razorfish. All rights reserved. Business Case

11. Retail time to service

12. Handset Security/Fraud

13. Accurate consumer targeting

14. Measurements of campaign effectiveness

15. Extremely attractive ‘options’Page 7© 2009 Razorfish. All rights reserved.

17. Extended Procurement Cycle

18. Locked into hardware vendor costs (Sun, Oracle, BEA)

19. Changing nature of projects results in – Lack of/Contention for internal dev int, func test, perf, scratch env. Support is 9-5.

20. TTM/TTL extended

21. Extremely large operational landscape

22. Lack of response to competitive pressuresPage 8© 2009 Razorfish. All rights reserved.

23. Page 9© 2009 Razorfish. All rights reserved. Solution Outline

25. Re-use of the iPhone activation platform SOA

26. Development of a consuming web-tier checkout flow (re-use of shop flow)

27. Use of the Amazon EC2/Cloud to circumvent internal technology landscape

28. Hybrid CloudPage 10© 2009 Razorfish. All rights reserved.

29. Configuration GigaSpaces 6.6.3 GigaSpaces Cloud tools V 2.3.5 Web application deployed in GigaSpaces service Grid enabling scaling on demand GigaSpaces used for http session clustering (3 replicated space) Designed to cater for approx. 3000 activations /hour Each activation utilises approx 10 http screens Deployment uses 2 HTTP Apache servers, 2 GigaSpaces Service Managers and 3 GigaSpace Containers Page 11© 2009 Razorfish. All rights reserved.

31. Web Service calls use two-way SSL authentication & IP restriction

32. Dynamic Provisioning Agent (DPA) - SLA driven scaling/Self healing

33. Ganglia HPC Monitoring

34. Solution build using GS-CCF: httpd, DPA, Session Clustering

36. Page 14© 2009 Razorfish. All rights reserved. Costs and ROI

37. Comparitive Platform Costs Initial Cost, Large instances Gigaspaces $0.20 - $0.80 2 Apache, 2 GSM, 3 GSC, 1 UI = 8. Mix types = $5/hr $43K per anum (No Func/Perf env’s) Page 15© 2009 Razorfish. All rights reserved.

38. Comparitive Platform Costs Standard Platform, Upfront Cost, 2x Dev Integration (T2000) = 7K Functional Test = 2 Apache, 2 AppServer (T5220 x 34K) = 70K Perf Test = 2 Apache, 2 AppServer (T5220 x 34K) = 70K Production = 2 Apache, 2 GSM, 3 GSC, 1 UI = 180K Total = Approx 320K (no burst scaling) (Ops team cost 200K/month) Page 16© 2009 Razorfish. All rights reserved.

39. Security Multiple EC2 security groups used to lock down the ports Only port 80 and 443 open on Apache machines to all A special security group to allow in group communication Special security groups for port 22 and GigaSpaces administration console access(admin). All restricted by IP address or range. Everything password protected Page 17© 2009 Razorfish. All rights reserved.

40. mandhir.gidda@razorfish.com