Session presented at the 2nd IndicThreads.com Conference on Cloud Computing held in Pune, India on 3-4 June 2011. http://CloudComputing.IndicThreads.com Abstract: Cloud computing is no longer a buzz term but a reality. With a great opportunity for huge financial savings and demand for Software-as-a-Service products, developing products for the cloud is something that cannot be ignored. In this talk, I would like to touch upon 3 key aspects of cloud engineering – scalability, security and flexibility and its impact on application architecture, data processing needs and deployment. * By Manjusha Madabushi, Co-Founder and CTO of Talentica Software Pvt. Ltd. Speaker: Manjusha is a Co-Founder and CTO of Talentica Software Pvt. Ltd. She has a Bachelor’s degree from IIT Mumbai and a Master’s degree from Northwestern University, Chicago. She has over 23 years experience working in the IT industry. She started her career working for Amoco Research Centre, USA till 1989 before returning to India and joining TCS. During her 9 year career at TCS, Manjusha worked in different technology areas such as Artificial Intelligence, Application Modeling, Compilers etc. She was also the Engineering head of the TCS’ product – E.X. NGN. Post TCS, she founded Nitman Software, which was acquired by a US based CRM company, eGain Communications in the year 2000. She co-founded Talentica Software, a company that helps technology companies transform their ideas into successful products in 2003. Talentica specializes in building highly scalable products using cutting edge technologies in the areas of Social Analytics, CRM, Natural Language processing and Advertising.

1. The Cloud Ecosystem
Its more than just services
Manjusha Madabushi
Talentica Software
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2. About Me
Co-Founder and CTO of Talentica Software
At Talentica, we help companies transform
their ideas to successful products.
We specialize in building scalable products
using cutting edge technologies
Clouds -Amazon, Rackspace and Microsoft Azure
Technology areas – NLP, Analytics , mobile
Databases – Vertica, Mongo DB, Hbase, Cassandra on Amazon
BI – Microsoft (SSAS), Mondrian, jaspersoft
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3. Have you used a cloud before?
For
Developing Apps?
IT infrastructure?
Personal?
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4. Ist Indicthreads conference
5-10 participants
Around 3-5 participants
< 5 participants
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5. Trends
Gartner puts cloud
computing as the top of the
list growth areas to watch for
in 2011
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6. Hosting.com
Cloud Computing is exploding
“...software vendors can no longer simply
push customers to their products; rather,
vendors’ products need to be where their
customers want to be—in the cloud.”
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7. How big is big?
G
lobal Market value -
estimated to be $241 billion
by 2020 as compared to 40.4
billion in 2010 –Forrester
Research
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8. Verticalization of Cloud
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9. Cloud Models
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10. Main factors
• Cost – still the main factor
• Business continuity and Disaster Recovery ( new in
2011)
Automatic Failover, multiple data centers
• Easy migration – Quick Deploy
Amazon Elastic Beanstalk
• Flexibility
• Elasticity
• Technology / Tools support
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11. Flexibility
Flexibility is the key
• Can use any language or programming model
• Use any service individually or together
Amazon email services
Cloudera – Hadoop clusters
• Pay as you use - Use as little or as much as you need and pay for
that
On- demand instances, reserved instances, spot instances
NY times wanted to convert about 11 million articles from TIFF to PDF ( 4TB ) data
100 EC2 instances running for 24 hours
All data on S3 – Hadoop, iText, JetS3t
• Use existing management tools or infrastructure
Private Clouds
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12. Elasticity
Is the fundamental property of the cloud
• Turn off anytime – stop paying
• Let apps sleep during off peak hours
Shrinks itself when there are no users accessing it
• Follow the sun – turn on servers at different locations based on
the users
• Automation
Provision and attach a 1 TB storage in 2min from the back of an auto rickshaw
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13. Technology and tools
Your Application
Libraries and SDK’s Web Interface Tools Command Line Tools to access
Heroku, Cloud Foundry Search, Eclipse Services
plugins
Authentication and Authorization Monitoring Deployment and Automation Cross platform
Amazon MFA RightScale features
Cloud trust Bean Stalk
Compute
Comp
Parallel Processing Payments Content Delivery Messaging Email High Level
ute
Hadoop - MapReduce Amazon FPS Cloud Front SQS Amazon
building blocks
Paypal SES
Compute Storage Network Database Low Level
Auto Scaling Elastic Storage VPC DB Clusters building blocks
Mongo DB, Cassandra
Global Physical Infrastructure
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14. Case Study
Platform for managing competitions
1. Creating, running and tracking competitions
2. User generated content – videos, audio, blogs, etc.
3. Complex competition mechanics
4. Winner selection based on reviews / ratings internal and external to the
system
5. Award points to each participant by the engagement value, sentiment on the
web and community influence
6. Analytics to measure the performance of each of the competitions
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15. What can you achieve?
Virality
Web Portal Community
UGC Influencer
Ratings / Engagement
Comments Competition Value
Mechanics
External
Admin Portal Ratings /
Sentiment
Collaboration
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16. Typical stack
Build a custom platform using MVC
Model
Vertica
MongoDB + HBase Separate at Design Time
View
Ruby on Rails Separate at Deploy Time
HTML 5/ CSS + Mobile
Baked together at Run
Controller
Competition mechanics Time
BI – Vertica, Mondrian, Jasper ETL
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17. Deployment
Load balance
Mongo DB Ruby on
Ruby on Rails(FE) Ruby on Rails(Admin) Rails(reports)
S3 Queue
Vertica
CM – java BI - Analytics Crawlers
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18. MVC in the cloud
Model View Controller
Third parties
Data Anywhere
in any form operating on
Many Delivery data
Channels
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19. Model = data
Data could be internal or external
Internal External
•User uploaded content •Shared on Youtube,
Facebook, twitter
•Comments / Ratings by •Comments / Likes by
users friends
•Reviews by users •Blog posts and
comments
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20. View = Channels
Content could be viewed
• Web portal
• Iphone Application
• Android application
• Kiosk
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21. Controller = Business Logic
The core business logic
• Competition mechanics
• Analytics Engagement, Sentiment, community
influence
• User Maintenance and Reporting
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22. Internet as the
Operating System
of Services
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23. Cloud as a platform
Messaging S3 Queue
Analytics Vertica, Cloud Metrics
Conversations
Data Management Cloudera
Infrastructure
Infrastructure
& Management
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24. What does it mean
• Focus on the core
Competition mechanics and Analytics measures
• Leverage the Cloud Ecosystem
• Companies are successful when they:
Focus on the core competency
Proactively manage the interfaces with other
parts of the value chain
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25. Today you can be wildly successful as
a full stack (M+V+C)
Tomorrow you will need to make
yourself indispensable in the value
chain – otherwise someone may eat
your lunch.
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26. Become a platform?
Go the API way
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27. Thank You
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