CuriousMinds and Siemens in Brasov 2015 - Building and Developing for the Cloud with AWS
•Download as PPTX, PDF•
0 likes•49 views
Presentation on CuriousMinds and Siemens event in Brasov, Romania 2015 by Vadim Zendejas on Building and Developing for the Cloud with AWS.
Recommended
Recommended
More Related Content
What's hot
What's hot (20)
Similar to CuriousMinds and Siemens in Brasov 2015 - Building and Developing for the Cloud with AWS
Similar to CuriousMinds and Siemens in Brasov 2015 - Building and Developing for the Cloud with AWS (20)
More from Vadim Zendejas
More from Vadim Zendejas (8)
Recently uploaded
Recently uploaded (20)
CuriousMinds and Siemens in Brasov 2015 - Building and Developing for the Cloud with AWS
- 1. Vadim Zendejas / Solutions Architect Building and developing for the cloud The benefits
- 3. You don't know precisely what problem you solve
- 6. Agile methodologies You know the problem, not the solution
- 7. Known set of requirements Unknown ways to satisfy them TEST LAUNCHBUILDSPEC VALID?
- 9. 1. Focus on a simple implementation of your idea
- 10. 1. Focus on a simple implementation of your idea 2. Start with a minimal core set of features
- 11. 1. Focus on a simple implementation of your idea 2. Start with a minimal core set of features 3. Release and listen to your users
- 12. 1. Focus on a simple implementation of your idea 2. Start with a minimal core set of features 3. Release and listen to your users 4. Question your initial assumptions based on feedback
- 13. 1. Focus on a simple implementation of your idea 2. Start with a minimal core set of features 3. Release and listen to your users 4. Question your initial assumptions based on feedback 5. Rinse and repeat
- 15. MVP Smallest thing I can do to test my idea?
- 16. « If you're not embarrassed when you ship your first version you waited too long » Matt Mullenweg CEO & Founder of WordPress
- 17. amazon.com 1995
- 18. amazon.com today
- 19. Staying lean is creating the smallest viable product and then iterate around it You don't know precisely your user's needs
- 20. Unknown set of requirements Unknown ways to satisfy them RELEASE EVALBUILDIDEA ITERATE OR PIVOT
- 23. YOUR problem you have the idea you don't have the resources
- 24. What you have
- 25. Amazon EC2 On-demand instances with admin access
- 28. Infrastructure Regions Points of PresenceAvailability Zones Core Services Storage (Object, Block and Archival) Compute (VMs, Auto-scaling and Load Balancing) Databases (Relational, NoSQL, Caching) Networking (VPC, DX, DNS) CDN Service Breadth & Depth
- 29. Infrastructure Regions Points of PresenceAvailability Zones Core Services Storage (Object, Block and Archival) Compute (VMs, Auto-scaling and Load Balancing) Databases (Relational, NoSQL, Caching) Networking (VPC, DX, DNS) CDN Access Control Usage Auditing Monitoring and Logs Administration & Security Key Storage Identity Management Service Breadth & Depth
- 30. Infrastructure Regions Points of PresenceAvailability Zones Core Services Storage (Object, Block and Archival) Compute (VMs, Auto-scaling and Load Balancing) Databases (Relational, NoSQL, Caching) Networking (VPC, DX, DNS) CDN Access Control Usage Auditing Monitoring and Logs Administration & Security Key Storage Identity Management Platform Services Deployment & Management One-click web app deployment Dev/ops resource management Resource Templates Push Notifications Mobile Services Mobile Analytics Identity Sync App Services Workflow Transcoding Email Search Queuing & Notifications App streaming Analytics Hadoop Data Pipelines Data Warehouse Real-time Streaming Data Enterprise Applications Virtual Desktops Collaboration and Sharing Service Breadth & Depth
- 31. It’s Not Just Having Services in a Couple of Regions Over 1 million active customers across 190 countries 800+ government agencies 3,000+ educational institutions 11 regions 28 availability zones 52 edge locations
- 33. you created a fantastic webapp http://www.flickr.com/photos/scobleizer/3985020876/
- 34. people love your app http://www.flickr.com/photos/grantrobertson/4486488831
- 35. and everyone wants to use it!
- 39. once it's deployed… test environments? http://www.old-computers.com/news log analysis? monitoring? maintenance?
- 40. Elastic compute
- 41. When you turn off cloud resources you actually stop paying for them
- 42. what we really need is… …adjustable capacity http://www.flickr.com/photos/purecaffeine/302682456/
- 44. You Don’t Need to Guess Capacity Self Hosting Waste Actual demand Predicted Demand Rigid Actual demand Elastic The Cloud
- 46. Amazon CloudWatch Monitoring for AWS resources
- 48. Auto Scaling Automatically scale up/down EC2 capacity
- 50. Elastic Load Balancing Distributes incoming traffic to EC2 instances
- 52. 6 am
- 53. 10 am
- 54. 10 am
- 55. 10 am
- 56. 7 pm
- 57. 7 pm
- 58. 7 pm
- 59. without elasticity you can't accelerate
- 60. … build a video sharing website in 1 hour with Amazon Web Services
- 62. *1h assuming the code already exists (or if you’re a very fast programmer)
- 66. LET’S BUILD A VIDEO SHARING WEBSITE
- 67. LET’S BUILD A HIGHLY AVAILABLE VIDEO SHARING WEBSITE
- 68. LET’S BUILD A HIGHLY AVAILABLE AND DURABLE VIDEO SHARING WEBSITE
- 69. LET’S BUILD A HIGHLY AVAILABLE, SCALABLE AND DURABLE VIDEO SHARING WEBSITE
- 70. LET’S BUILD A HIGHLY AVAILABLE, SCALABLE AND DURABLE VIDEO SHARING WEBSITE THAT REQUIRES LOW MAINTENANCE
- 71. #1 WEB FRONT-END
- 72. Elastic Beanstalk Quickly deploy and manage applications
- 73. User Application Application Service HTTP Service Language Interpreter Operating System Host
- 82. NumberofEC2Instances 4/12/2008 4/14/2008 4/15/2008 4/16/2008 4/18/2008 4/19/2008 4/20/20084/17/20084/13/2008 40 instances to 5000 in 3 days EC2 scaled to peak of 5000 instances “Techcrunched” Launch of Facebook modification Steady state of ~40 instances
- 83. JAVA / IIS / Node.js / .NET / PHP / PYTHON / RUBY APP CONTAINERS
- 86. DATA STORAGE LAYER ➡ FOR VIDEOS ➡ FOR APP DATA
- 87. AMAZON S3 SIMPLE STORAGE SERVICE
- 89. OVER 2 TRILLION UNIQUE CUSTOMER OBJECTS
- 90. 1 000 000+ PEAK TRANSACTIONS PER SECOND
- 95. DATA STORAGE LAYER ➡ FOR VIDEOS ➡ FOR APP DATA
- 96. RDBMS / NOSQL
- 97. Amazon DynamoDB High-performance, fully managed NOSQL Database
- 98. DURABLE & AVAILABLE CONSISTENT, DISK-ONLY WRITES (SSD)
- 99. LOW LATENCY AVERAGE READS < 5MS, WRITES < 10MS
- 100. ZERO ADMINISTRATION
- 101. 500,000 WRITES PER SECOND DURING SUPER BOWL
- 104. #3 VIDEO TRANSCODING
- 105. Amazon Elastic Transcoder Scalable, easy to use and cost effective
- 108. Amazon Simple Notification Service Fast, flexible, fully managed push messaging service
- 109. Amazon Simple Email Service Bulk and transactional email-sending service
- 112. #4 VIDEO STREAMING
- 113. Amazon CloudFront Content Delivery Networks
- 118. Amazon Route 53 Doman Name Service
- 121. #5 SEARCH ENGINE
- 123. Amazon Cloudsearch Scalable and fully managed search service
- 137. WE BUILT A HIGHLY AVAILABLE, SCALABLE AND DURABLE VIDEO SHARING WEBSITE REQUIRING LOW MAINTENANCE !
- 139. Everything is programmable Compute Storage Security Scaling Database Networking Monitoring Messaging Workflow DNS Load Balancing BackupCDN Access everything via CLI, API or Console Achieve the highest levels of automation sophistication with ease Find out more at: aws.amazon.com/developers/getting-started/
- 140. One click deployments Cloud Formation Automate creation of ‘stacks’ in a repeatable way Scripting framework for AWS resource creation Feature Details Platform support Support for AWS resources from EC2 to IAM Resource creation Creates AWS resources behind the scenes and reports on progress Declarative Specify stacks in JSON format and source control your environments Customizable Drive stack creation with paramaters
- 145. 1. Collect as much data as you can
- 146. 1. Collect as much data as you can 2. Do A/B testing
- 148. 1. Collect as much data as you can 2. Do A/B testing 3. Drive your development by user's feedback
- 149. Store valuable data sources Server logs, click streams, application events, …
- 150. Analyse and provide feedback Use Hadoop, EMR, reporting tools…
- 152. iterate Enhance your product, get more feedback to prepare next releases
- 153. The platform grows with you Add or remove components as needed Scale up – scale down Pay as you go
- 154. Take away …
- 155. Remove Waste Your Business 70% On-Premise Infrastructure 30% Managing All of the “Undifferentiated Heavy Lifting” Waste is anything that does not lead to direct value for the customer
- 156. AWS Cloud-Based Infrastructure Your Business More Time to Focus on Your Business Configuring Your Cloud Assets 70% 30%70% On-Premise Infrastructure 30% Managing All of the “Undifferentiated Heavy Lifting” Remove Waste with Cloud
- 157. « If you want to increase Innovation, you have to lower the cost of failure » Joi Ito Director MIT Media Lab
- 158. REDUCE THE COST OF EXPERIMENTATION
- 159. Addressing Uncertainty Acquire resources on demand Release resources when no longer needed Pay for what you use Leverage other’s core competencies Turn fixed cost into variable
- 160. «The best, most solid way out of a Crisis in a changing market is through experiment and adaptation » Richard Branson
- 161. Getting the right features matters less Knowing what's not working, quickly, matters more
- 164. LEARN
- 165. ITERATE FAST USING CUSTOMER FEEDBACK
- 166. THANK YOU !!!
- 167. AWS Free Tier: start now Online Training Instructor-Led Classes AWS Certifications Florin Sandu – florins@amazon.lu
- 168. Startups on AWS
- 169. Hotels Music Storage Photos Magazines
- 171. 150,000 people are hosted on any given night
- 172. Sept 2008 March 2009 Sept 2013Sept 2009 March 2013Sept 2012March 2012Sept 2011March 2011March 2010 Sept 2010 4 MillionTotal # Airbnb Guests
- 173. Sept 2008 March 2009 Sept 2013Sept 2009 March 2013Sept 2012March 2012Sept 2011March 2011March 2010 Sept 2010 9 MillionTotal # Airbnb Guests Up by over 5 million since the beginning of the year
- 174. 24 48 432 1,000 Total # EC2 Instances
- 175. Total Photos Stored in Amazon S3 50TB 294GB 4TB 23TB
- 176. EC2 Servers, Production Traffic, Hive, Hadoop RDS All Relational Databases S3 Storage, UGC DynamoDB Rollups, Metadata ElastiCache Memcache Route 53 DNS, Inventory
- 177. Why AWS?
- 178. “We have a 5-people operations team. AWS allows us to devote our resources and mindshare to the core business.”
- 179. Infrastructure as a Service Magic Quadrant 2013 “AWS is the overwhelming market share leader, with more than five times the compute capacity in use than the aggregate total of the other fourteen providers.”
- 180. Inaccurate resource estimates Changing requirements Unmanaged risks & assumptions Increasing complexity The failure of traditional IT projects 31% of projects never complete 52% of completed projects overrun the budget Why do they fail?
- 181. 2014: 80 new features and services since January 2008 2009 2010 2011 Amazon EBS Amazon EC2 Amazon SNS AWS Identity & Access Management AWS Import & Export Amazon CloudWatch Amazon EMR Amazon RDS Amazon VPC Auto Scaling Elastic Load Balancing Amazon ElastiCache Amazon SES AWS CloudFormation AWS Direct Connect AWS Elastic Beanstalk GovCloud Amazon SWF Amazon Route 53 Amazon Redshift Amazon Glacier Amazon Dynamo DB Amazon CloudSearch Amazon EC2 AWS Storage Gateway Amazon CloudTrail Amazon CloudHSM Amazon WorkSpaces Amazon Kinesis Amazon Elastic Transcoder Amazon AppStream AWS OpsWorks AWS Data Pipeline 20132012 A Rapid Pace of Innovation
- 182. Enterprises on AWS
- 183. Public Sector on AWS
- 184. System Integrators on AWS
- 185. ISVs on AWS
- 186. The benefits of cloud computing
- 187. 1. Trade Capital Expense for Variable Expense On-Premises $0 to get started Pay as you go Saved $34M on SmartHub app
- 188. Reduced IT costs by 40% over a five year period Reduced web infrastructure cost by 50% 2. Lower Variable Expense Than Going it Alone Reduce IT infrastructure cost by 60%
- 189. 3. You Don’t Need to Guess Capacity Self Hosting Waste Actual demand Predicted Demand Rigid Actual demand Elastic The Cloud
- 190. Typical Weekly Traffic to Amazon.com Sunday Monday Tuesday Wednesday Thursday Friday Saturday
- 191. Typical Weekly Traffic to Amazon.com Sunday Monday Tuesday Wednesday Thursday Friday Saturday 39% 61%
- 192. November Traffic for Amazon.com
- 193. November Traffic for Amazon.com 76% 24%
- 194. November 10th, 2010 October 31, 2011
- 195. November Traffic for Amazon.com
- 196. 4. Dramatically Increase Speed & Agility Add New Dev Environment Add New Production Environment Add New Environment in Japan Add 1,000 Servers Remove 1,000 servers Number of Instances 1,000 Instance Type M3 Extra Large Availability Zone US-West-2b Launch aws.amazon.com/managementconsole AWS: Infrastructure in MinutesOld World: Infrastructure in Weeks
- 197. Increase Innovation When The Cost of Failure Approaches Zero Old world: AWS: Experiment infrequently Failure is expensive Less innovation Near $0 Experiment often Fail quickly at a low cost More innovation
- 198. 5. Stop Spending Money on Undifferentiated Heavy Lifting buy and install new hardware set up and configure new software build new data centers so you don’t have to... Data Centers Power Cooling Cabling Networking Racks Servers Storage Labor We take care of...
- 199. Go Global in Minutes
- 200. Eliminate Capital Lower Operational Costs Stop Guessing Capacity Agility Speed Innovation Avoid Undifferentiated Heavy Lifting Go Global in Minutes ✔ ✔ ✔ ✔ ✔ ✔ The Benefits of Cloud Computing
- 201. Eliminate Capital Lower Operational Costs Stop Guessing Capacity Agility Speed Innovation Avoid Undifferentiated Heavy Lifting Go Global in Minutes ✔ ✔ ✔ ✔ ✔ ✔ “Private” Cloud X X X X X X The Benefits of Cloud Computing
Editor's Notes
- This assumption in startups breaks down .. We are working on products where nobody really knows what customer wants … most of the times is based on empirically incorrect facts
- This user has probably a different set of needs / requirements than …
- … these users You will end up hours and hours discussing … which bugs should you fix first .. And which can you live with … which features should be in version 1 … sound familiar ? .. Validated learning
- Agile methodologies have their origins inside IT departments … they were design where the we know the problem but not the solution
- … we know the requirements very well If we develop something well known interactively .. We increase the odds of the project But this isn’t the the world that startup ups live in either. .. If the customer is the most important part of the assembly line so what to do if we don’t really know who the customer is ? The assumptions of Agile and all previous management techniques is that there is somebody who can give us definitively answers to design questions ….
- Resources not focused on customers value are targeted for elimination Less wasteful / Eliminate uncertainty / …. Make entrepreneur work more effective Stratup = experiment .. In a sense to stop waste people’s time and resources .. The problem is not building it efficiently … is building efficiently something that nobody wants !!! (in software) It’s “can we build it ?” (yes, we can) … it’s should we build it ?
- Just GET GOING !!! Many entrepreneurs have difficulties get going … - they need to prove there’s a market - Focused groups … JUST GET GOING !!!
- What really needs to be in that first version that will allows us to learn whether our plan is correct or not.
- Pour illustrer le launch early
- This is the fun part, quickly do a prototype
- You have ideas But don't have the money to implement Software is not a problem Hardware and infrastructure is the main problem. You don't have money, where do you host your application?
- TALKING POINTS AWS has developed the broadest collection of services available from any cloud provider. Our approach to regions, availability zones, and POPs provides global coverage for high availability, low latency applications. Foundation services across compute, storage, security, and networking offer customers flexibility in their architecture. We have a full spectrum of options to meet most price-to-performance scenarios. We offer the capability for both managed and unmanaged database options. The offerings for Analytics and Application Services enable advanced data processing and workloads. AWS Redshift, our cloud-based data warehouse, is the fastest growing service in the history of AWS. Our management tools offer a lot of insight and flexibility to let you manage your AWS resources through either our tools or the management tools you’re already familiar with. Recent expansion into enterprise applications has been entirely driven by customer feedback on where they’d like us to deliver value.
- TALKING POINTS AWS has developed the broadest collection of services available from any cloud provider. Our approach to regions, availability zones, and POPs provides global coverage for high availability, low latency applications. Foundation services across compute, storage, security, and networking offer customers flexibility in their architecture. We have a full spectrum of options to meet most price-to-performance scenarios. We offer the capability for both managed and unmanaged database options. The offerings for Analytics and Application Services enable advanced data processing and workloads. AWS Redshift, our cloud-based data warehouse, is the fastest growing service in the history of AWS. Our management tools offer a lot of insight and flexibility to let you manage your AWS resources through either our tools or the management tools you’re already familiar with. Recent expansion into enterprise applications has been entirely driven by customer feedback on where they’d like us to deliver value.
- TALKING POINTS AWS has developed the broadest collection of services available from any cloud provider. Our approach to regions, availability zones, and POPs provides global coverage for high availability, low latency applications. Foundation services across compute, storage, security, and networking offer customers flexibility in their architecture. We have a full spectrum of options to meet most price-to-performance scenarios. We offer the capability for both managed and unmanaged database options. The offerings for Analytics and Application Services enable advanced data processing and workloads. AWS Redshift, our cloud-based data warehouse, is the fastest growing service in the history of AWS. Our management tools offer a lot of insight and flexibility to let you manage your AWS resources through either our tools or the management tools you’re already familiar with. Recent expansion into enterprise applications has been entirely driven by customer feedback on where they’d like us to deliver value.
- http://www.flickr.com/photos/scobleizer/3985020876/ You created a great webapp and you're proud of it
- Remember your great app ? Well, everyone loves it …
- Until then no one really used it in the real world suddenly, you have to deal with infrastructure
- http://www.flickr.com/photos/mutsmuts/4695658106/ You start asking yourself all sorts of questions: how to give access to your application? What about security? How do I pick the right server size? How to avoid SPOFs? Is my infrastructure reliable? Does it scale?
- http://www.old-computers.com/news
- Ideally, you would need a cursor to dynamically adjust to the desired capacity level. It's exactly what EBK do … automatically.
- LAST SLIDE
- Developers always face the same challenge: build and deploy applications as fast as possible. In this talk, we will show how to build from the ground up a highly available and scalable video sharing platform featuring video transcoding queues, content delivery network, search engine, durable storage, automatic scaling and failure recovery, … This session is ideal for technical professionals who want to have a better understanding on how to build advanced architectures on AWS.
- Back in 2008, they launched a Facebook application that lets people tell their friends when they've uploaded a video that includes that friend. When people saw the music videos their friends created when the application shared it with them, they wanted to go out and create their own videos. Shortly after launching their social networking modification, they were featured on Techcrunch. As you can imagine, this brought them a lot of unexpected traffic. In the course of 3 days, they went from running on 40 instances to 5,000 instances. Because they were using Amazon Web Services, they were able to handle all of this incoming traffic without having to do a thing. AWS managed it all for them.
- Until then no one really used it in the real world suddenly, you have to deal with infrastructure
- We are BIG. We manage this level of durability across over 1 trilion unique customer objects. This does not include all the objects that AWS stores like snapshots.
- Go for NoSQL from day 1 Explain RDBMS challenges NoSQL fits this use case
- search might be important on some modern web apps, but is definitely crucial on big apps. customers want something simple to start, simple to maintain and simple to scale. they want rich search experience without being search experts. everyone wants search, but it is really hard to implement it well.
- services that are normally expensive to manage or difficult to use become available on-demand, in a uniform and available way, and only paid for when used. Just like electricity. This is what AWS does. It takes away the hard work from providing infrastructure IT services and makes them available to anyone on a pay as you go basis.
- Each autoscaling group uses a different set of AMI AMI-B contains the test code.
- Change direction but stay grounded in what we’ve learned If we can reduce time between pivots we increase the odds for success before we run out of money .. We can extend our opportunities by getting more money .. Or by pivoting sooner
- Let’s take a look at how customers are able to use all of these capabilities to build and scale sophisticated applications. National Rail Enquiries is a private company owned by the train operating companies that run services on the rail network here in the UK The National Rail Enquiries digital online service gets about 1 million visits each weekday and their mobile apps have been downloaded over 5 million times. At times of travel disruption or bad weather, for example during the recent storms and flooding here in the UK, the number of visitors to the service can increase very significantly. The recent storms here in the UK resulted in a peak that was 60% higher than the previous maximum and 10 times the normal daily maximum! It recently migrated its online digital provision of schedule information and travel advice to AWS, working with AWS Premiere Consulting Partner, Smart 421.
- no script
- Let’s take a look at how customers are able to use all of these capabilities to build and scale sophisticated applications. National Rail Enquiries is a private company owned by the train operating companies that run services on the rail network here in the UK The National Rail Enquiries digital online service gets about 1 million visits each weekday and their mobile apps have been downloaded over 5 million times. At times of travel disruption or bad weather, for example during the recent storms and flooding here in the UK, the number of visitors to the service can increase very significantly. The recent storms here in the UK resulted in a peak that was 60% higher than the previous maximum and 10 times the normal daily maximum! It recently migrated its online digital provision of schedule information and travel advice to AWS, working with AWS Premiere Consulting Partner, Smart 421.
- Let’s take a look at how customers are able to use all of these capabilities to build and scale sophisticated applications. National Rail Enquiries is a private company owned by the train operating companies that run services on the rail network here in the UK The National Rail Enquiries digital online service gets about 1 million visits each weekday and their mobile apps have been downloaded over 5 million times. At times of travel disruption or bad weather, for example during the recent storms and flooding here in the UK, the number of visitors to the service can increase very significantly. The recent storms here in the UK resulted in a peak that was 60% higher than the previous maximum and 10 times the normal daily maximum! It recently migrated its online digital provision of schedule information and travel advice to AWS, working with AWS Premiere Consulting Partner, Smart 421.
- Let’s take a look at how customers are able to use all of these capabilities to build and scale sophisticated applications. National Rail Enquiries is a private company owned by the train operating companies that run services on the rail network here in the UK The National Rail Enquiries digital online service gets about 1 million visits each weekday and their mobile apps have been downloaded over 5 million times. At times of travel disruption or bad weather, for example during the recent storms and flooding here in the UK, the number of visitors to the service can increase very significantly. The recent storms here in the UK resulted in a peak that was 60% higher than the previous maximum and 10 times the normal daily maximum! It recently migrated its online digital provision of schedule information and travel advice to AWS, working with AWS Premiere Consulting Partner, Smart 421.
- Let’s take a look at how customers are able to use all of these capabilities to build and scale sophisticated applications. National Rail Enquiries is a private company owned by the train operating companies that run services on the rail network here in the UK The National Rail Enquiries digital online service gets about 1 million visits each weekday and their mobile apps have been downloaded over 5 million times. At times of travel disruption or bad weather, for example during the recent storms and flooding here in the UK, the number of visitors to the service can increase very significantly. The recent storms here in the UK resulted in a peak that was 60% higher than the previous maximum and 10 times the normal daily maximum! It recently migrated its online digital provision of schedule information and travel advice to AWS, working with AWS Premiere Consulting Partner, Smart 421.
- LAST SLIDE
- LAST SLIDE
- NEXT SLIDE
- NEXT SLIDE
- LAST SLIDE
- LAST SLIDE
- LAST SLIDE
- While there is talk of private cloud being just as good as public cloud, the big benefits that our customers enjoy just aren’t possible with gear that goes in your data center, even if it has private cloud attributes. Since you have to buy the equipment up front, from high margin vendors and run it in a data center that you rent or own, the big cost and operational benefits just aren’t possible in a private cloud model.
- While there is talk of private cloud being just as good as public cloud, the big benefits that our customers enjoy just aren’t possible with gear that goes in your data center, even if it has private cloud attributes. Since you have to buy the equipment up front, from high margin vendors and run it in a data center that you rent or own, the big cost and operational benefits just aren’t possible in a private cloud model.