The Accelerate to Cloud keynote will help you understand the current state of cloud adoption, identify the business value for your organization, and provide you a framework to plot your course to cloud adoption.

1. Boston

2. 2
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Today’s Agenda!
3:00
Accelerate to Cloud
Robert Shroll, RightScale, Sales Director
3:45 "Demo: Agility in a Cloud-Enabled Enterprise
Claudio Gentile, RightScale, Cloud Solutions Engineer
4:30
Plotting Your Route
Robert Shroll, RightScale, Sales Director!
!
4:45
Using Cloud at Percipio Media
Tony Deigh, Percipio Media, CTO
5:30 "Networking and Cocktails
#rightscale!

3. 3
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Global Cloud Management Service!
Midwest
Chicago
London
Amsterdam
Seattle
Dublin
Oregon
NYC Area
SF Area
Tokyo
DC Area
Shanghai
Southeast
Las Vegas
Hong Kong
Hyderabad
Singapore
Dallas
São Paulo
Private Clouds
Sydney
Public Clouds
Amazon Web Services
Tata
Datapipe
Logicworks
Windows Azure
Google Cloud Platform
Rackspace
HP Cloud
#rightscale!
IDCF / Yahoo! Japan
SoftLayer

4. 4
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3 Steps to Accelerate Your Cloud!
1
Get Out Your Map
2
Pick Your Destination
3
Plan a Route
#rightscale!

5. #
Get Out Your Map!
#rightscale!

6. 6
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Choice!
The Rise of the Clouds
#rightscale!

7. 7
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What a Difference a Year Makes!
Launched
Goes OpenStack
GA
2012!
Apr
Jun
Launched
Open Sourced
#rightscale!
Aug
Oct
2013!
Dec
Adds Australia
Feb
Apr
Jun
vCHS GA
Grizzly Released
Aug

8. 8
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Hybrid Matures!
All of the Above
Multi-public
15%
No plans
7%
Multi-private
15%
Single public
11%
Multi-cloud
77%
Hybrid cloud
47%
Single private
5%
Source: RightScale State of the Cloud Report 2013
#rightscale!

9. 9
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Evolution of Hybrid Architectures!
From a Portfolio of Resource Pools…
…to a unified Resource Pool.
Public Cloud!
App 1
#rightscale!
App 2
Private Cloud!
App 3
2
App 4

10. 10
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Using!
Cloud!
Unlocks!
Value
#rightscale!

11. 11
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Cloud Maturity Model!
8%!
17%!
26%!
23%!
26%!
No!
Plans!
Cloud!
Watchers!
Cloud!
Beginners!
Cloud!
Explorers!
Cloud!
Focused!
Planning!
First project!
Apps running!
Heavy use!
Source: RightScale State of the Cloud Report 2013
#rightscale!

12. 12
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Benefits Grow!
100%
% of Respondents
80%
60%
Business continuity
Higher performance
Geographic reach
IT staff efficiency
Higher availability
Faster time to market with apps
Greater scalability
Faster access to infrastructure
40%
20%
0%
Cloud Beginners
Cloud Explorers
Cloud Focused
Source: RightScale State of the Cloud Report 2013
#rightscale!
12

13. #
Pick a Destination!
#rightscale!

14. 14
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What Do You Need to Consider?!
#rightscale!

15. 15
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Consideration: Consistency !
Consistent performance & reliability
Consistent utilization
#rightscale!

16. 16
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Consideration: Security !
Security outside the private network
Heterogeneous APIs and behaviors
#rightscale!

17. 17
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Consideration: Waste!
Simple, flexible ordering
Complex merchandising and procurement
Self-service de-provisioning
#rightscale!

18. 18
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Consideration: Automation!
Architectural rework
Dynamic configuration
Integrated monitors and orchestration
#rightscale!

19. 19
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Consideration: Tracking & Planning!
Budgeting
Chargeback
Purchase options
#rightscale!

20. 20
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Why!
Cloud!
Management?!
#rightscale!

21. 21
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What Defines Business Value For You?!
Increase Enterprise Agility
Drive Operational Efficiencies
Faster Time to Market
Accelerate Innovation
Fail (or Succeed) Fast
Cut Infrastructure Costs
Reduce Overprovisioning
Increase IT Efficiency
Expand Markets & Capabilities
New Geographies
New Capabilities
Web-Scale Applications
Increase Investment Flexibility
CapEX to OpEX
Reduce sunk costs
Increase spending visibility
Reduce Risk
Increase service availability
Secure environments
Reduce vendor lock-in
#rightscale!

22. 22
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Cloud Management is…!
A framework of tools to solve cloud challenges and increase your
ability to enjoy cloud benefits
!
1. Self-service accessibility of an approved configuration menu
2. Consistency and reliability of shared, commodity resources
3. Elastic, instantaneous scalability driven by automation!
4. Visibility across the organization and security across resources
5. Usage and cost transparency and optimization!
#rightscale!

23. 23
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Time for a Test Drive…!
#rightscale!

24. 24
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The RightScale SaaS Platform!
Cloud Now
On-Demand Access to Cloud
Rock Solid
Proven Scalability and Reliability
Freedom of Choice
Enterprise SLAs
Deploy Anywhere, Move Anywhere
Data-Center Independent Control Plane
No Worries
Auto-Upgrades Keep You Current
Connection-Ready
Extensive API for Easy Integration
#rightscale!

25. Percipio Media LLC
PERCIPIO MEDIA
IN THE CLOUD
15-Oct-13
25

26. Who is Percipio Media?
26
Operate > 100 job sites
¨ 25mm members
¨
Job Seeker Products
Database Marketing
via email, phone, text, retargeting
Paid Traffic
(e.g., Google Search)
Percipio Media LLC
Monetization
Arbitrage & Member Acquisition
Monetization
(e.g., clicks, leads, job applications)
(e.g., clicks, leads, job applications)
15-Oct-13

27. Who is Percipio Media?
27
Organic growth – bootstrap funding
¨ Data is at the core of our business
¨
¤ HypothesizeèExperimentèAnalyzeèIterate
¨
Speed is more important than perfection
We try to judge every activity by potential lift to gross
profit
Percipio Media LLC
15-Oct-13

28. Percipio Media Growth
28
Percipio Media LLC
15-Oct-13

29. What is an Internet Start-up?
29
¨
Open Source Software
¤ Huge
¨
leverage with no cash outlay
Cloud Computing & Services
¤ Scalable,
¨
Internet Marketing
¤ Scalable,
¨
low cash entry, low people entry
targetable, optimizable
Smart People
¤ Data
Percipio Media LLC
savvy
15-Oct-13

30. Why?
30
¨
Most critical things in any start-up
¤ People
¤ People
¤ People
¤ Speed-to-market
¤ Cash
¨
flow
OSS, Cloud Computing, Internet Marketing provide
leverage on all of these
Oh, we can solve that problem with money? Great!
Percipio Media LLC
15-Oct-13

31. Cloud Stuff We Use Today
31
¨
As of 8/2013 100% of our production & development infrastructure is at Amazon
¤
EC2 – servers and storage – since 5/2010
n
n
¤
¤
¤
¤
¤
¤
84 instances
14.5Tb provisioned EBS storage
S3 – storage – since 12/2011
CloudFront – Content delivery network – since 10/2010
Route 53 – DNS – since 10/2012
Redshift – Data warehouse – since 4/2013
DynamoDB – Key/value storage – in test
CloudHSM – hardware key management – evaluating
¨
RightScale – server management – free service since 5/2010; paid since 1/2012
¨
EngineYard – Ruby environment management – since 2/2012
¨
NewRelic – Java & Ruby performance monitoring – since 9/2010
¨
Scout – server monitoring – since 7/2010
¨
Airbrake – exception monitoring – since 7/2010
¨
24x7 – DNS/server response monitoring – since 7/2010
¨
Salesforce.com – CRM – since 10/2010
¨
Github – (limited) source control – since 2/2012
¨
JIRA & Confluence – Issue tracking & Wiki – since 5/2011
¨
Yammer – intra-company communication – since 12/2012
¨
Casper – Mac laptop management – in test
Computing
Percipio Media LLC
Support
Services
15-Oct-13

32. Amazon Web Services
32
Magic Quadrant for Cloud Infrastructure as a Service
http://www.gartner.com/technology/reprints.do?id=1-1IMDMZ5&ct=130819&st=sb&ref_=8
Percipio Media LLC
15-Oct-2013

33. Key Systems using Cloud Computing
33
¨
¨
7 RoR Web applications
Core decision engine
3 MySQL database shards with 2 read-only mirrors
¤ J2EE Web application
¤ HAProxy load balancers
¤
¨
Job search engine
Replicated MySQL + Ultrasphinx
¤ Riak DB
¤ J2EE Web application
¤
¨
¨
¨
Analytics DB (Redshift)
Bid computation (Redshift + MySQL + Java)
2 Source Control systems (SVN & git/Gerrit)
Percipio Media LLC
15-Oct-13

34. Our Philosophy
34
¨
Do as little as possible
¤ We
¨
are still using some 2-year-old RightScripts
Push-button scaling and staging environments
¤ 90%
¨
automation is often good enough
You can engineer whatever uptime you need
¤ Don’t
¨
¨
over-engineer
Over-engineer capacity – it’s just $$$
Try stuff!
¤ Clone
and test via EBS, Redshift snapshots
¤ Look for higher leverage services (e.g., Redshift)
Percipio Media LLC
15-Oct-13

35. Tools
35
RightScale
¨ MySQL replication
¨ ec2-consistent-snapshot
¨ pt-online-schema-change
¨ RAID/LVM w/dedicated IOPS
¨
Percipio Media LLC
15-Oct-13

36. #
Plot Your Route!
#rightscale!

37. #
Where to Start: Segment Your App Portfolio!
ROI
Nightmare
• Monolithic
• Hairball
#rightscale!
Traditional
• Legacy
• Standard
technologies
Elastic Web
•
•
Web
architecture
Elastic design
Cloud-Ready
•
•
Greenfield
Designed for
cloud

38. 38
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Evaluating Applications for the Cloud!
• Business impact
• Should we put this app on the cloud?
• What benefits will we get?
• Technical requirements
• Can we put this app on the cloud?
• How much will migration or build out cost?
• Choose the best ROI
• High business impact
• Appropriate technical requirements
#rightscale!

39. 39
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Business Impact: Framework Sample!
App 1
Business Impact
Fast time to market
Experimental
Demand fluctuation
Transitory/Time limited
Many instances
Many changes
DevOps
New geographies
New capabilities
OpEX is desirable
#rightscale!
App 2
App 3
App 4
App 5
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40. 40
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Technical Fit: Framework Sample!
App 1
Governance Factors
Data Residency
Regulatory (PCI, HIPAA)
Security Requirements
Technical Requirements
Load Balancer: Session
Affinity
Application: Licensing
Cache: Persistent
Database: Working set size
Security: Egress filtering
…
#rightscale!
App 2
App 3
App 4
App 5
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41. 41
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Rank Your Apps to Prioritize!
Refactor
Quick Wins
Business Impact
App 3
App 5
App 4
App 6
App 1
App 2
App 8
App 9
App 7
Don’t Migrate
Hold Off
Technical Fit
#rightscale!

42. 42
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4 Common Starting Points!
Marketing Campaigns
Self Service Test & Dev
Mobile Apps
Batch Processing
#rightscale!

43. 43
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Your Cloud Team: Org Implications!
Create a cloud team with a mix of new and existing talent
Evaluate existing processes, tools are only part of the story
Focus on business drivers – agility, efficiency, new markets, opex
#rightscale!

44. 44
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A Cloud Itinerary!
• Lay out your cloud strategy
• Understand your Business Value Tracks
• Develop your goals, what you want to accomplish
• Determine how you will evaluate success
• Select applications and use cases based on ROI
• Start with the best, not the worst, technical fit
• Align to meaningful business impact
• Favor greenfield and cloud-friendly applications
• Get started
• Stand up an application on a public cloud
• Run a POC private cloud
• Start using tools that will make scaling your cloud strategy easier
#rightscale!

45. 45
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What Defines Business Value For You?!
Increase Enterprise Agility
Drive Operational Efficiencies
Faster Time to Market
Accelerate Innovation
Fail (or Succeed) Fast
Cut Infrastructure Costs
Reduce Overprovisioning
Increase IT Efficiency
Expand Markets & Capabilities
New Geographies
New Capabilities
Web-Scale Applications
Increase Investment Flexibility
CapEX to OpEX
Reduce sunk costs
Increase spending visibility
Reduce Risk
Increase service availability
Secure environments
Reduce vendor lock-in
#rightscale!

46. 46
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Driving Business Value from Cloud!
Agility
Efficiency
#rightscale!
New Markets and Products
Changing the Financial Model

47. 47
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Agility at Pearson!
Requirements:
• Large scale, 3M+ students
• Single-tenant SaaS
• Multi-cloud
• Fast customer POC & onboarding
Solution:
• Clone-able, customizable
environments
• Consistent dev and production
environments
• AWS and Rackspace
• Ability to easily pilot and test
#rightscale!

48. 48
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What is Pearson Doing?!
Our Goals
• A test-bed for automation and integration
• A showcase for transformation
Our Objectives
• Push-button deployment
• Automated integration into existing management tools.
• Asset Management
• Monitoring
• Configuration and Software Deployment
#rightscale!

49. 49
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Using RightScale!
• Integration Bus model
• RightScale brokers the APIs
• Simple hooks: RightScale provides the hooks
• Loose binding: Pearson owns most of the logic
• Cross cloud support
• Templates
• Images
• API (almost)
• Easy to shift the integration points
#rightscale!

50. 50
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Efficiency at Samsung SDS!
Requirements:
• Private cloud offering by ‘central
IT’ to business units
• AWS-like and AWS-integrated
• Low latency for data replication
Solution:
• Hybrid OpenStack & AWS cloud
• Additional ‘Availability Zone’ for
cost, HA, and performance
• Unified management with
RightScale
#rightscale!

51. BUSINESS DRIVERS
Global, Elastic infrastructure to support unpredictable B2C Service traffic
B2C Service Requirements
§ Predictable High Performance
SDS Directions
Openstack
B2C Private Cloud (SPCS)
§ Samsung SDS Security Policy compliance
§ Flexible and Low Cost Infrastructure
§ Unpredictable Demand
§ Low upfront investment
§ Unified Cloud Management System
§ Global Deployment that meets user performance
Copyright © 2013 Samsung SDS Co., Ltd. All rights reserved
Customized security
Scalability
& Cost
SPCS + Public Cloud = Hybrid
Cloud Controller
Global
Service
Dedicated infra
Cloud Bursting/DR
Integrated Global Operations
Unified NOC
CDN/ADN

52. HYBRID CONTROLLER!
Hybrid Cloud Controller (RightScale)
App Deployment
Monitoring
Automation
Governance
Resource/App
Control/Management
Load Balnacer
Application Server
Database Server
Private Cloud(SPCS)
Copyright © 2013 Samsung SDS Co., Ltd. All rights reserved
• VPN
• Dedicated Line
Load Balnacer
Application Server
Database Server
Public Cloud

53. 53
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New Markets at Intercontinental!
• Targeted Consumer Website for China
• Global Training Environment
#rightscale!

54. 54
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Using RightScale!
• Consumer site and training sites use auto-scaling to run
efficiently
• Minimizes the number of administrators needed to run these
environments
#rightscale!

55. 55
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Opex at American Girl!
Requirements:
• 10x load increase after Christmas
• Quickly deploy infrastructure to
meet a marketing deadline
Solution:
• Scale 10 days in advance to
ensure capacity can handle load
• Stable system that does not need
to be actively managed
• Increased utilization and decrease
costs using AWS and RightScale
#rightscale!