The Digital Innovation Platform, IBM Bluemix - PaaS

1. IBM BluemixThe Digital Innovation Platform
IBM Cloud for Banking & Financial Markets
Send comments to
Patcharee Nutthesri
patchare@sg.ibm.com
T

2. © 2015 IBM Corporation
Why Cloud? Bankers need agility
Banks are struggling to drive new revenues and curb costs
The returns of the past are gone. . .
Turbulent economic conditions
Intense competition
Non-traditional entrants
Evolving consumer expectations
$
Decreasing returns on equity
Need to optimize use of capital
Shrinking operating margins
Increasing regulations and
oversight
Rebuild Client trust &
marketplace confidence
Source: Capital IQ (Top 250 banks), Banker Database, FDIC,
Comments from Analyst Reports
1,665.9
1,701.0
1,660.6
1,710.6
1,816.5
1,821.8
1,550
1,600
1,650
1,700
1,750
1,800
1,850
2008 2009 2010 2011 2012 2013
Operating Expenses ($B)
Driving volatile earnings…
…and increasing operating costs
1993 – 2006 average 14.4%
2Q 2013
10.6%
20%
15%
10%
5%
0%
-5%
-10%
-15%
1993
1994
1995
1996
1997
1998
1999
2000
2001
2002
2003
2004
2005
2006
2007
2008
2009
2010
2011
2012
2013

3. © 2015 IBM Corporation
Key Takeaways:
1. Regulatory, Geopolitical Risks & Complexity are Multiplying. Bankers
need agility. Skilled non-bank competitors are moving very quickly. Banks
must move much faster. Start with Bluemix. . . helps you balance agility
with quality, security and governance.
2. Why Cloud? Leapfrog the Competition. This is a story about optimizers,
innovators and disruptors. Best Practice: Think Big. Start Small & Pilot
Fast for rapid time to value & ecosystem domination. Start with
Bluemix . . .to grow fee and interest income by rapidly bringing new
products and services to market at lower cost.
3. What You Need to Know: Cloud is driving business-model transformation
& revenue, not just cost savings. Start with Bluemix . . .to easily extend
existing IT investments into agile cloud business and delivery models.
4. 30,000+ WW Clients in all Industries, global banks, plus 47 of the top 50
Fortune 500 organizations, are relying on IBM Cloud. Delivered via a
network-within-a-network architecture via 40 global cloud data centers.
5. Advanced Threat Protection Dynamic Security Intelligence is Important:
IBM daily monitors 20 Billion security events in 130+ countries protecting
people, data, applications and infrastructure via a "single pane of glass"
view

4. Innovation is the new currency
“Two guys in a Starbucks
can have access to the same
computing power as a
Fortune 500 company.”
Jim Deters
Founder, Galvanize

5. © 2014 IBM Corporation
Software Analyst Insights 2014
Redefining Client Value
#SWGAI
Companies of all sizes have the
ability to disrupt, or face the
prospect of being disrupted.
High growth companies now deliver value and experiences on their users’ terms.

6. To really disrupt, a business
should focus on building
differentiation and rent the rest
Devs can quickly compose apps with
new APIs and digital services to add
features and increase engagement in
areas like:
• Analytics, cognition
• Mobile, location
• Internet of Things
• Social engagement
• Identity
• Reviews
• Travel
• Messaging
…
• His/her company’s private APIs and services

7. Bluemix works
for disruptors.

8. Disruptors: What is Your Cloud Ecosystem
Strategy?
Enabling business transformation
Business Process
Solutions Application Application Application Application Application
Marketplace of high value consumable business applications
Composable and integrated application development platform
Enterprise class, optimized infrastructure
External
Ecosystem
Banking/FM
Solutions
Collaboration Human
Resources
Big Data &
Analytics
Commerce Marketing
Developmen
t
Big Data &
Analytics
Security Integration Mobile Social Traditional
Workloads
Built using open standards
Compute Storage Networking
Built using open standards
Smarter Commerce
Smarter Predictive Analytics
Banking Cloud Solutions
Smarter Workforce
Watson Solutions
Financial Markets Cloud
Solutions
Middleware
solutions
Bluemix**
SOFTLAYER API: 3,000 function
calls to 300 Services drives
automation
IBM Cloud Managed Services
Infrastructure solutions
Business Process
as a Service
Software
as a Service
Platform
as a Service
Infrastructure
as a Service
Client
data center
IBM designed
& operated
Client
data center
IBM owned
and operated
IBM
data center User AUser BUser C
User D User E
User AUser BUser C
User D User E
Shared
cloud
Enterprise C
Enterprise B
Enterprise A
Hosted
private cloud
Managed
private cloud
Public
cloud
Client designed
& owned
Private
cloud
Client / IBM
data center
From design to
operation
Traditional
**Bluemix: IBM’s open-standards, cloud-based platform for building, managing, and running apps of all types, such as web, mobile, big data, and smart devices. Capabilities include Java,
mobile back-end development, and application monitoring, as well as features from ecosystem partners and open source—all provided as-a-service in the cloud.
What You Need to Know: z13
delivers superior cloud services at
up to 47% less cost than x86 and
up to 70% less than public cloud

9. 9
Customer Managed
Service Provider Managed
Bluemix started as a public PaaS
Bluemix started with a major focus on developer productivity in the public cloud.
Infrastructure
as a Service
Code
Data
Runtime
Middleware
OS
Virtualization
Servers
Storage
Networking
Code
Data
Runtime
Middleware
OS
Virtualization
Servers
Storage
Networking
Platform
as a Service

10. Enterprises have additional requirements
10
“
”
“
”
I want to move fast
but retain control.
I have apps and data that must
stay in a dedicated cloud or
on-premises — but I want the
Bluemix experience.
“
”
I want to create new hybrid
applications that use
enterprise data & services.
• Security and Privacy
• LDAP Integration
• Regulations
• Corporate Policies
• White Labeling
• Application monitoring
and logging

11. 11
Customer Managed
Service Provider Managed
We listened. Now we’re evolving to become even more flexible.
Capabilities in Bluemix now span PaaS and IaaS and can be delivered as a
public, dedicated, or on-premises* implementation.
Infrastructure
as a Service
Code
Data
Runtime
Middleware
OS
Virtualization
Servers
Storage
Networking
Code
Data
Runtime
Middleware
OS
Virtualization
Servers
Storage
Networking
Platform
as a Service
*Bluemix Local coming Summer 2015
Built on open
technologies:

12. So what is Bluemix?
12
Bluemix is an open-standards, cloud-based platform
for building, running, and managing applications.
Build your apps, your way
Use the most prominent
compute technologies to
power your app: Cloud
Foundry, Docker,
OpenStack.
Extend apps with services
A catalog of IBM, third party,
and open source services
allow the developer to stitch
an application together
quickly.
Scale more than just
instances
Development, monitoring,
deployment, and logging
tools allow the developer to
run and manage the entire
application.
Layered Security
IBM secures the platform and
infrastructure and provides
you with the tools to secure
your apps.
Deploy and manage hybrid
apps seamlessly
Get a seamless dev and
management experience
across a number of hybrid
implementations options.
Flexible Pricing
Try compute options and
services for free and, when
you’re ready, pay only for
what you use. Pay as you go
and subscription models offer
choice and flexibility.
Coming Summer 2015

13. Why Bluemix?
13
Rapidly bring new
products and services to
market at lower cost.
Balance agility with
quality, security and
governance.
Extend existing IT
investments into cloud
business and delivery
models.
Devs and
businesses choose
Bluemix to:
Integrated App Monitoring
Containers in Bluemix
Interactive
Solution Pages
Spending Notifications

14. Bluemix works
with your apps.

15. More openness and choice than ever before
15
Bluemix is anything but locked down. You choose how you build,
deploy, and manage your apps. Bluemix takes care of the rest.
Compute
Choose the level of
infrastructure
abstraction based
on your app’s
architectural needs.
Dev Tooling
From editors to source
code management to
continuous delivery, you
can use Bluemix’
powerful tooling or
easily bring your own.
Location
Deploy apps to Bluemix
Public (in a growing
number of geos), your
own dedicated cloud
Bluemix, or one that
runs within your data
center (Local*).
Services
Pick from a catalog of
IBM, third party,
open source, or your
own services to
extend your apps.
IBM
Third Party
Open Source
Yours
*Bluemix Local coming Summer 2015

16. How does Bluemix work?
Bluemix is underlined by three key open compute technologies: Cloud Foundry,
Docker, and OpenStack. It extends each of these with a growing number of services,
robust DevOps tooling, integration capabilities, and a seamless developer
experience.
16
Flexible Compute Options to Run Apps / Services
Instant Runtimes Containers Virtual Machines
Platform Deployment Options that Meet Your Workload Requirements
Bluemix
Public
Bluemix
Dedicated
Bluemix
Local*
DevOps
Tooling Your Own Hosted Apps / Services
Integration
and API Mgmt
Powered by IBM SoftLayer In Your Data Center
+ + +
+ +
+ Always focused on what’s next
Catalog of Services that Extend Apps’ Functionality
Web Data Mobile AnalyticsCognitive IoT Security Yours
+
*Bluemix Local coming Summer 2015

17. Bluemix is built on IBM SoftLayer
17
Dallas
(now)
London (now)
Bluemix Public Location
SoftLayer Data Center
A different kind of data center
• Every location designed, built, and operated to the
same standardized, “pod” based spec
• 24/7 on-site security and rigorous controls
• Expanding to 40 data centers worldwide
Global network of networks
• Public, private, and management networks all
separate
• More than 2,000Gbps between data centers and
network points of presence (PoPs)
• Unmetered inbound public bandwidth and fully
unmetered bandwidth between data centers
Entirely automated
• SoftLayer API controls everything - more than
3000 documented methods and 180 distinct
services
• Bare metal and virtualized servers in the same
platform
The highest performing cloud infrastructure available.

18. IBM Cloud Data Centers:
Global footprint
»IPv4/IPv6 dual stack*
»Global DNS
»Global DDOS Mitigation
»Global Internet Exchanges & Peering
India
China
Tokyo
Hong Kong
Singapore
Melbourne
Seattle
San Jose
Los Angeles
Mexico City
Denver
Chicago
Dallas
Houston
Toronto
Montreal
BRAZIL
New York City
Washington D.C.
Miami
London Frankfurt
Amsterdam
Paris
Sydney
Atlanta
DATA CENTER & NETWORK POINT OF PRESENCE
NETWORK POINT OF PRESENCE Only
• 40 Global Cloud data centers
• Triple Network
• 25+ network PoPs
• 180,000+ devices
• 30,000+ clients
NEW DATA CENTERS
20+ Gbps

19. Sign up in minutes. Pay for what you use.
19
Cloud based pricing models to serve developer needs.
• 30 day trial (no credit card required) -
Designed to allow testing of an entire
application on the platform
Friction free adoption
• Free tier for every service -
encourages experimentation of new
services for applications already
running on Bluemix
• Pay-as-you-go - optimized for
flexibility, no term commitment
Multiple Commitment Models
• Subscription - term based optimized
for cost, discounted from pay as you
go rates
• Zero to coding in less than 5 minutes
Self Service
• Credit card over the web in many
countries - or through your IBM rep

20. What’s new in Bluemix?
20
Choose the right Infrastructure to power your workloads
IBM Containers Build and deploy hosted containers in the cloud. Built on Docker.
Virtual Machines Deploy and automatically scale virtual machines. Built on OpenStack.
Accelerate agility, even around your most sensitive systems and data
Bluemix Local
Bluemix is an integrated hybrid cloud platform, with three delivery models, a syndicated catalog and
common ops console. Buemix Local complements public and dedicated and is delivered as a fully
managed service in your data center. Coming in summer 2015.
Use integration to fuel digital and composable business and delivery models
Secure Gateway Responsibly connect your own network to the public cloud with a credential wallet.
API Management Publish, promote and manage APIs in a secure, scalable way.
API Harmony Find the perfect APIs for your app with the world’s largest knowledge base of APIs.
Connect and Compose Instantiate a connector, generate an API and create an API assembly.
API Catalog More easily search for and use private and unmanaged APIs in the Bluemix catalog.
Make data available where and when you need it
DataWorks New intuitive tooling to find, shape and deliver trusted data.
Object Storage
Secure storage for unstructured data that can easily be included in cloud apps and services. Built on
OpenStack.
Create leading digital experiences for your customers
MobileFirst Platform for
iOS
New set of iOS specific services for mobile application developers.
Watson New services bring the power of Watson to speech and text.
Twitter Include the power of real-time sentiment and feedback in your apps.
Deliver with speed and quality
Delivery Pipeline Bluemix sync - move code changes into production with zero downtime.

21. 21
Let’s see it!
*click*

22. IBM Bluemix
Deeper Dive

23. Compute flexibility
Devs get to choose the level of infrastructure abstraction
and fine-tuned control that suits their apps and services.
23
Instant Runtimes NEW: Containers NEW: Virtual Machines
The highest level of
infrastructure abstraction.
Focus on the app.
Powerful, but less
resource intensive than
VMs. Key to supporting
hybrid portability.
Control all the way down
to the operating system.
• Extends Cloud Foundry with
DevOps tooling, integration
capabilities, and seamless
app management
• Support for 7 key languages
and the option to use a
community buildpack.
• Docker as-a-service means
no VMs to manage
• A repository of enterprise-
grade images which are
trusted and secure
• Enhanced performance and
scalability
• Integrated monitoring,
logging, networking, and
storage
• Deploy and manage VMs
consistently across public,
dedicated, and private
instances with a single
dashboard.
• Connect to your own
OpenStack infrastructure

24. Containers in Bluemix
Bluemix now comes with a fully integrated, high performance Docker experience, meaning
monitoring, logging, elasticity, enterprise images, and VM abstraction are all standard.
24
Docker Value IBM Value-add Customer Value
Docker Hub Registry holds a repository of
75000+ Docker images
• IBM hosted public registry containing IBM images -
linked to Docker Hub
• Client unique registry available on and off premises
• Enterprise-ready images
Access to the images you require to deploy
containers that meet your business needs and
strategy
Open-source, standardized, lightweight,
self sufficient LXC container technology
• Enhanced performance with bare metal deployment
• Run images to local datacenter or cloud
• Deployment choice with pSeries & zSeries
Flexibility to choose the right hybrid cloud
mix for your business
Build, ship, and run standardized
containers
• Integrated monitoring & logging
• Elasticity to grow storage & container needs
• Life-cycle management of containers and data
volumes
• No VMs to manage
Docker ease of use combined with enterprise-
level integrity and confidence
Container connections using links and
service discovery
• Private network communication
• External IP address
• Subnet Range
Extends and connects Docker containers to
production-ready enterprise environments

25. DevOps tooling that spans the entire app lifecycle
25
Bluemix doesn’t stop at “cf push.” It provides a seamless and flexible
experience across the entire application lifecycle.
Monitor &
Optimize
Release &
Deploy
Develop &
Test
Plan &
Measure
DevOps
Services
1
2
3
46
7
8 Collaborate with your team. Agile
development tracking and reporting
Agile Planning
Use your favorite
tool or web IDE
Web IDE Sublime Eclipse
Use the repo that
works best for you
Hosted GIT Jazz SCM
Continuously
integrate code
Continuous
Integration
Scan your apps for
vulnerabilities
5
Continuously deliver across
environments
Automated
Deployment
Get instantaneous feedback
from mobile apps
Mobile Quality
Manage and monitor your
apps’ performance
Monitoring
& Analytics
AppScan
Auto-Scaling
GitHub

26. Now you can get Bluemix in three unique
yet fully connected delivery methods.
26
Coming Summer 2015
1 | Public
Maximize on cloud
economics and
agility.
2 | Dedicated
Everything is dedicated
and connected to you
— agility of public cloud,
yet feels like home.
3 | NEW: Local
Behind the firewall for the
most sensitive
workloads.
Seamless Experience
Regardless of which
combination you choose,
you can expect a single,
seamless experience.

27. NEW: Bluemix Local
The power and flexibility of Bluemix in your own data center –
fully managed cloud agility for even your most sensitive
workloads.
Deployment choice
Bluemix Local sits either on
OpenStack or VMWare
driven infrastructure, or on a
Bluemix appliance.
Built on open standards
Bluemix Local combines the
power of OpenStack, Cloud
Foundry, and Docker.
Focus on apps, not iron
Focus on building custom
applications and services.
IBM manages the platform
and local services.
We’re on call – 24/7
Experts are always on call to
solve problems. Premium
support options are also
available to further meet
your requirements.
Portable apps and services
Burst and move workloads
as performance
requirements and
regulations change.
Coming summer 2015
Coming Summer 2015
Proximity
Side by side with your
existing infrastructure to
address low latency
requirements.
27

28. Enterprise integration, data, and API management
Five key integration, data, and API management capabilities are now built directly into
Bluemix, making hybrid application architecture even easier and more flexible.
28
Secure
Gateway
Connect and
Compose
DataWorks
API
Management
API
Harmony
Securely access data and applications in other
clouds, enterprise data centers and locally on developer
laptops
Data services like: Shape data, load data, provision
masked data, profile data, and classify data let you
prepare your data for use in production apps
Create REST APIs from on-premises or cloud
endpoints (DB2, SFDC, etc). Assemble multiple APIs
into a single API using Node-RED for composition
Publish, promote, and oversee your APIs in a secure,
scalable environment. Includes the creation of end user
support resources that define and document the API
Find the right API for your app. Built from a corpus of the
world’s public APIs, it understands relationships between
already selected APIs and new ones being searched

29. Security without the headache
29
• Leveraging SoftLayer and IBM
hosting experience
Leveraging IBM portfolio of capabilities
• Adheres to rigorous IBM
security standards:
Tools to secure your apps
• SSO for multiple applications
and social logins
• AppScan for web and mobile to
detect vulnerabilities
Defense in depth
Intrusion
protection/penetratio
n testing
Data isolation in
virtualized components
Automated patch
management
Drawing on deep understanding of today’s security threats, IBM
Bluemix and SoftLayer provide a complete solution that that will protect
critical web apps, data, and processes throughout their lifecycle.
Actively Pursuing Security
Certifications for Platform
and Services:

30. IBM Bluemix
Hybrid Overview

31. What our enterprise customers have told us
31
• Our corporate LDAP needs to
integrate into the solution
• The catalog will need to be
customized; not all of the
services adhere to our
standards
• Customer data is heavily
regulated
• Corporate policies prevent us
from using the public cloud
“
”
“ ”I need to customize Bluemix
I need Bluemix in a private
cloud or on-premises

32. What our enterprise customers have told us
App Type
Innovation
Optimization
New Cloud Native and Mobile
Composable environment to rapidly
build and deploy cloud and mobile
applications.
Transitional
Current technology but not an architecture
that currently supports app composition.
May be broken down into APIs/services or
left in tact and run as-is.
Legacy
Any application with UI and business
tightly coupled. Either connected to or
left in tact.
“
”
For new cloud
apps, Bluemix is
great. What about
my “transitional”
apps that I want to
move to the
cloud?

33. We listened. Now you can get Bluemix in
three unique yet fully connected delivery
methods.
33
Coming Summer 2015
1 | Public
Maximize on cloud
economics and
agility.
2 | Dedicated
Everything is dedicated
and connected to you
— agility of public cloud,
yet feels like home.
3 | NEW: Local
Behind the firewall for the
most sensitive
workloads.
Seamless Experience
Regardless of which
combination you choose,
you can expect a single,
seamless experience.

34. Why did we take this delivery approach?
34
• Started in the public to refine the delivery of
platform as a service at scale.
• To learn valuable lessons with regards to
monitoring, availability, support and
maintenance.
• Consistently provide three deployment
models leveraging the same DevOps model
• Provide a price point reflective of the
workload in a true cloud experience
Our approach
Coming Summer 2015
IBM chose our approach based on the belief that customers will value the
turn key delivery that allows them to get started immediately with
Bluemix.
Our view is that pushing the management and infrastructure burden to the
customer equates to “pain displacement.”
We decided to provide an as a service offering that clients can utilize
quickly but is still open and non-proprietary.
1
2
3

35. A seamless hybrid experience
35
• Seamless catalog experience
• Build and deploy applications using a
combination of public and dedicated
services
• Bluemix Operations Console
• Security and audit logs
• User and group management with
LDAP support
• Live system availability and usage info
(coming soon)
• Automated update scheduling (coming
soon)
• Ability to control visibility and usage of
services and runtimes in the catalog
(coming soon)
What it means
Regardless of whether your apps and services sit in Bluemix Public,
Dedicated, or Local, you can expect a seamless and portable hybrid
experience.
Coming Summer 2015

36. Seamless catalog experience Automated update scheduling (coming soon)
Operations console
A seamless hybrid experience
36
Regardless of whether your apps and services sit in Bluemix Public,
Dedicated, or Local, you can expect a seamless and portable hybrid
experience.

37. Dedicated to you
Single tenant hardware
that’s dedicated to you –
allowing you to satisfy
regulatory & legal
compliance.
Global – so you’re local
Get closer to your users.
Bluemix dedicated can live in
any of 20+ SoftLayer data
centers around the world.
Feels like home
Secure, fast, and unmetered
access. Bluemix Dedicated
sits on your network via VPN
or direct network connectivity.
Focus on apps, not iron
Focus on building custom
applications and services. IBM
manages the platform and
dedicated services.
We’re on call – 24/7
Experts are always on call to
solve problems. Premium
support options are also
available to further meet your
requirements.
Pay smart
Never over buy again. Pay
based on intuitive
runtime/service metrics and
adjust capacity monthly
depending on needs.
The power and simplicity of
Bluemix – in your own
dedicated SoftLayer
environment that’s securely
connected to both the public
Bluemix and your own network.
Bluemix Dedicated
37
Coming Summer 2015

38. Host a Bluemix Hackathon for your devs
38
A Bluemix hackathon is an IBM-led two day event (at one of your
locations) where your developers come together to harness the power,
speed, and flexibility of Bluemix and compete to build awesome
applications.
Create innovative apps
Your devs want to innovate
without boundaries - let
them create something
incredible and have some
fun.
Guide the vision
You get to choose the
competition “prompt.”
Meaning you guide the vision
of what gets created.
Learn something new
We’ll bring a Bluemix expert to
demo, teach, and enable
during the event. Your devs
will undoubtedly learn new
skills.
Compete and get noticed
Devs love to compete - what’s
more, they want to impress
you. Let them compete to
build the best hackathon app.
The ultimate test
Who better to test out Bluemix
than the people who will end
up using it? Let your
developers decide.
Realize value quickly
You’ll get to judge live, working
applications that may deliver
real value after two days.
Imagine what 10, 30, 60 days
would do.