Welcome!

UP 2010

The 1st Annual Virtual Conference on Cloud Computing was hosted online April 20-24, 2009.

We are hosting next event at http://up-con.com.

For general information about UP 2010, please contact:

General Information:
Martha Christie
Tel +44 (0) 1586 830300
E-mail: martha.christie@cloudslam.org

Sponsorships:
Kevin Grant
Tel +44 20 7617 7842
E-mail: kevin.grant@cloudslam.org

Anthony Martin
Tel +44 20 7193 0495
E-mail: anthony.martin@cloudslam.org

This conference is the global cloud computing event, covering latest trends and innovations in the world of cloud computing. Conference panels, workshops, and tutorials are selected to cover a range of the hottest topics in cloud computing.

Descriptions of our conference tracks are presented below.

  • Technology.
  • Implementation Experiences from various industries.
  • Legal Aspects: Privacy and Compliance.
  • Business Models.
  • Research.

Get full versions of conference recordings on:

DVD at http://www.amazon.com/gp/product/B002H07SEC

CD Audio Tracks in MP3 format at http://www.amazon.com/gp/product/B002GFA8YA

Keynotes

Cloud Computing ConferenceWerner Vogels, CTO, AMAZON.COM.

Dr. Vogels is Vice President & Chief Technology Officer at Amazon.com where he is responsible for driving the company's technology vision, which is to continuously enhance the innovation on behalf of Amazon's customers at a global scale.

Prior to joining Amazon, he worked as a researcher at Cornell University where he was a principal investigator in several research projects that target the scalability and robustness of mission-critical enterprise computing systems. He has held positions of VP of Technology and CTO in companies that handled the transition of academic technology into industry.

Vogels holds a Ph.D. from the Vrije Universiteit in Amsterdam and has authored many articles for journals and conferences, most of them on distributed systems technologies for enterprise computing. He was named the 2008 CTO of the Year by Information Week for his contributions to making Cloud Computing a reality.

Keynote Abstract: Ahead in the Cloud - The Power of Infrastructure as a Service

Building the right infrastructure that can scale up or down at a moment's notice can be a complicated and expensive task, but it's essential in today's business landscape. This applies to an enterprise trying to cut-costs, a young business unexpectedly saturated with customer demand, or a start-up looking to launch. There are many challenges when building a reliable, flexible architecture that can manage unpredictable behaviors of today's internet business. This presentation will review some of the lessons learned from building one of the world's largest distributed systems; Amazon.com. The focus will be on state management which is one of the dominating factors in the scalability, reliability, performance and cost-effectiveness of the overall system.

Cloud Computing Conference 2009Songnian Zhou, CEO of Platform.
Songnian received a Ph.D. in Computer Science from the University of California, Berkeley in 1987, and subsequently took a faculty position at the University of Toronto as a Professor of Computer Science and Electrical Engineering.

Songnian's Ph.D. thesis established the field of distributed resource management, which provides the foundation for grid computing, hailed by industry experts as the next evolution of IT.

This research was the catalyst for the creation of Platform Computing, which he co-founded with two partners in 1992. Under Songnian's leadership, Platform has grown from a company of three employees to 500-strong, with 15 offices around the globe.

Songnian has been recognized for his excellence in leadership and innovation with the Ernst & Young Technology Entrepreneur of the Year Award in 2002. In 2001, he was elected a Fellow of the Canadian Academy of Engineering, and received the Innovation Award for Leadership in Product Development from the Information Technology Research Centre (ITRC) of Ontario for Platform LSF in 1995.

Keynote Abstract: Clouds Moving Into the Enterprise

The relevance of cloud computing to enterprise IT is not well understood. Like the Internet, cloud computing did not come out of blue. Dr. Zhou’s keynote will discuss the historical evolution of cloud computing including the adoption of grid computing to share IT resources in large enterprises. This presentation will focus on internal/private clouds suitable for most business applications utilized in an enterprise environment. Dr. Zhou will also describe the evolutionary steps required to adopt cloud computing and the potential hurdles to be overcome. Using production cases, he will discuss how cloud computing is not only saving costs but also driving competitive advantage.

Cloud Computing Conference 2009Russ Daniels,VP and Chief Technology Officer, Cloud Services Strategy, HP.
Russ Daniels is vice president and chief technology officer of Cloud Services Strategy at HP. In this role, he sets the overarching business and technology strategies for HP’s approach to the cloud.
Daniels has more than 25 years of experience in the technology industry, specializing in software architecture, enterprise management, and software development methodologies. He has filled a wide range of staff and line management roles and run his own Internet Services business. In 2006, InfoWorld declared Daniels one of the industry’s top 25 chief technology officers.
From 2002 to 2007 Daniels was the chief technology officer of HP Software. During his tenure, the business tripled in revenue and emerged as a significant player in the software industry. He joined HP in 1999. Prior, Daniels spent 15 years at Apple, where he held a variety of technical and management positions, culminating in his role as a senior software architect.
Daniels holds a bachelor’s degree from Ohio University.

Keynote Abstract: Understanding the Cloud

The cloud will be the next big thing in IT. Yet much of the hype about the cloud, focused on potential cost savings, has obscured the true benefits it can offer. In this talk, Russ Daniels will describe how the characteristics of the cloud will shift the focus of design from internal business processes to ecosystems of experience. Daniels will go on to describe how the cloud will fundamentally change the way people and businesses connect to information and the profound impact this will have on every aspect of our lives.

Cloud Computing Conference 2009
Hal Stern, SVP Global Systems Engineering, Sun.
Hal Stern is a Distinguished Engineer and the Senior Vice President of Systems Engineering at Sun Microsystems.
His responsibilities include technical leadership, training, and management of Sun's customer engineering teams in Global Sales and Services. Hal's current projects include security architecture, cloud computing design patterns,
and large-scale analytics and data management.
Hal was involved in both the Sun ONE and Liberty Alliance Project architectures from their formative stages, and has been working with teams open sourcing Sun software projects. Hal's current technical interests include content
delivery networks, privacy and security of large-scale systems, digital rights management, network identity, structured data management, reliability and software quality measurement, large-scale data centers efficiency, and
virtualization technologies from the chip to the filesystem levels. Read Hal's full profile.
Keynote Abstract:
Popular models of server reliability are based on hardware and network visibliity that become opaque in a cloud environment. On the other hand, many of the large-scale data management tools driving interest in clouds handle replication and fault recovery transparently. What does cloud computing mean for cluster and failover architecture, what are the impacts on application developers, and how
will the multiple layers of abstraction in clouds change our thinking about transactions?

Cloud Computing Conference 2009Maximilian Ahrens, CTO of Zimory.
Ahrens is an expert and frequent speaker on international conferences for service oriented architecture and virtualization. Before co-founding Zimory, he served as a project manager and research scientist at the innovation development entity of Deutsche Telekom Laboratories. Responsible for infrastructure and enterprise IT projects spanning multiple divisions of the Deutsche Telekom group -- Ahrens is an expert on enterprise IT and business processes. Before Deutsche Telekom, he led several business process reengineering projects for major German companies. Ahrens received his degree in computer science and business administration from Technische Universität Berlin.

Keynote Abstract: Keeping an Open Cloud
If the Open Source revolution taught us anything -- it was that by using open standards, open development processes and a community, resources could be built quickly, securely and better. Ahrens will discuss the benefits of an open cloud -- including the benefits of security, lock-in and getting the most from the cloud.

Cloud Computing ConferenceJayshree Ullal, President and Chief Executive Officer, Arista Networks.

Jayshree Ullal is a networking executive veteran with 25 years of experience and was named one of the "50 Most Powerful People" in 2005 Network World. As President and CEO of Arista Networks, she is responsible for building the company's business in cloud networking . Formerly, Jayshree was Senior Vice President at Cisco and responsible for $10B in annual revenue from Data Center, Switching and Services, including Cisco's flagship Nexus 7000 and Catalyst 4500 and 6500 product lines. During her tenure at Cisco. Jayshree forged key alliances with EMC, VMWare and Microsoft in virtualization and application acceleration. Prior to joining Cisco, Ullal was the Vice President of Marketing at Crescendo Communications, which was Cisco's first acquisition in 1993.

Ullal holds a B.S. in electrical engineering from San Francisco State University and a M.S. degree in engineering management from Santa Clara University.

Keynote Abstract: A Novel Approach to Cloud Networking

The advent of Cloud Computing changes the approach to datacenters networks in terms of throughput and resilience. The ability to scale, control, visualize and customize the cloud network is an important evolution to "data center in the box" approach. Cloud computing is a compelling way for many businesses, small (private) and large (public) to take advantage of web based applications. One can deploy applications more rapidly across shared server and storage resource pools than is possible with conventional enterprise solutions. Deploying modern web applications across a cloud infrastructure enables a new level of agility that is very difficult to accomplish with traditional silo computing model. New Computing models for virtualization and cloud require a very scalable, resilient and open network infrastructure , different from legacy networking.

Cloud Computing ConferenceStephen Herrod, Senior Vice President of R&D and Chief Technology Officer, VMware .

Stephen Herrod is responsible for VMware’s new technologies such as mobile phone virtualization and technology collaborations with customers, partners and standards groups. Stephen joined VMware in 2001 and has led the VMware ESX group through numerous successful releases.

Prior to joining VMware, he was Senior Director of Software at Transmeta Corporation co-leading development of their "Code Morphing" technology. Stephen holds a Ph.D. and a Master’s degree in Computer Science from Stanford University , where he worked with VMware's founders on the SimOS machine simulation project.

Keynote Abstract:
The Private Cloud: Enterprise-ready on and off premise.

Join VMware CTO, Dr. Stephen Herrod as he explains how enterprises can leverage virtualization to continue their optimization into the cloud. He will describe the benefits and features of a Private Cloud, explore the key ingredients to building the internal private cloud, what to look for when you explore external private clouds, and unveil new VMware offerings that make the private enterprise cloud possible.

Cloud Computing ConferenceSimon Crosby, CTO, Virtualization and Management, Citrix Systems, Inc.
Simon Crosby was founder and CTO of XenSource prior to the acquisition of XenSource by Citrix Systems. Prior to XenSource, Simon was a principal engineer at Intel where he led strategic research in distributed autonomic computing, platform security and trust. Previously, he was the founder of CPlane Inc., a network optimization software vendor, where he held a variety of executive roles. Before joining the private sector, Simon was a tenured faculty member at the University of Cambridge, UK, where he led research on network performance and control, and multimedia operating systems. He is author of over 35 research papers and patents on a number of datacenter and networking topics including security, network and server virtualization, resource optimization and performance. In 2007, Simon was awarded a coveted spot as one of InfoWorld’s Top 25 CTOs.

Keynote Abstract:
"Hypervisors are now free, and arguably this will accelerate adoption of virtualization. The Xen project, with its powerful, free, open source hypervisor, has helped to build the core infrastructure for a new class of service providers – the IT Infrastructure as a Service (IaaS) providers such as Amazon EC2, who can offer compute, network and storage resources, together with other IT infrastructure building blocks at a price point and scale that todays enterprise simply cannot beat. Built from the ground up as lights-out, fully automated and instrumented systems, such clouds offer a powerful new alternative to traditional enterprise owned-IT infrastructures. But are these massive clouds ready for enterprise workloads yet? Can they be trusted, and is it possible to expect privacy, security and isolation? This talk will take a deep dive into today’s IaaS architectures and cast the spotlight on their claims of enterprise readiness. I will argue that the large 3rd party Cloud Providers cannot meet the needs of enterprises today, but posit an alternative set of architectures that are hybrid service-provider and owned clouds, and enterprise-owned clouds. These attempt to deliver the dynamism, orchestration and economics of IaaS, for IT-owned infrastructures.

Latest Conference Contributions

the list below is updated daily

The Resin J2EE Application Server - what works for SalesForce can work for you.

Keywords: SaaS, J2EE Application Server, Cloud storage, Load Management
Authors: Fred Zappert, Caucho Technologies.
Abstract:
The Resin J2EE application server powers SalesForce.com. Both the open source version of Resin and ResinPro are ideally suited to complete the platform needed to host Java and PHP applications in the Amazon Web Services Cloud.

The latest version of Resin adds improved clustering capabilities that can take fuller advantage of the AWS environment in terms of load management and load balancing.

Resin is also adding a distributed cache (a simple Map) that is highly persistent and redundant. In the AWS environment, the cache can rely on either S3 or EBS storage. This is usable now, and lays the foundation for being able to perform joins.

Resin also provide an integrated web-server with dynamic page caching, eliminating the need for a separate Apache instance.

The full complement of the administration and monitoring tools provided with Resin continue to be available.

In many of the discussions on Cloud Computing, the capabilities and suitability of application servers are overlooked. With Resin, users can provide a rich SaaS offering on a cloud that they control.

Sector: An Open Source Cloud for Data Intensive Computing

Keywords: data intensive computing, programming models for clouds, wide area clouds, storage clouds, compute clouds
Authors: Robert Grossman and Yunhong Gu, University of Illinois at Chicago & Open Data Group.
Abstract:
In this talk, we describe an open source cloud application
called Sector that is designed for data intensive computing. Sector
includes both a compute cloud and a storage cloud. Sector's compute
cloud supports MapReduce, as well as generalizations that allow
user-defined-functions (UDFs) to be invoked easily on all the data
managed by the Sector storage cloud.

In this talk, we give an overview of clouds designed for data
intensive computing, including i) Google's GFS, MapReduce and
BigTable; ii) Hadoop and iii) Sector. We describe some benchmarks for
clouds designed for data intensive computing and include performance
measurements comparing Sector and Hadoop. We also describe some
interoperability issues and emerging standards for these types of
clouds.

Finally, we include several case studies describing some deployments of Sector.

CloudNine - a cloud hosting platform.

Keywords: cloud hosting platform, CloudNine
Authors: Aaron D. Hollobaugh, Hosting.com.
Abstract:
Hosting.com created CloudNine, a cloud hosting platform, in 2008. CloudNine grew out of increasing client demand for high availability, redundancy, failover and a market acceptance of virtual server environments. The solution was built with the typical hosting consumer in mind, and to that end Hosting.com conducted significant research through the Beta program for its solution (still available), consulting with clients, working with leading manufacturers, and most recently completing a Cloud Industry Trends Report. Our discussion for CloudSlam 2009 will focus on this research, its findings and ultimately its impact on the hosting industry and consumers of hosted solutions.

Specifically, our Trends Report, which surveyed over 600 individuals will introduce new data into the cloud marketplace when it is released on 2/20/2009. Of the 600+ respondents, 42% were C-Level employees and 69% worked for companies with fewer than 100 employees and 11% for companies with greater than 1,000 employees. This sample provided very interesting insight into the expectations small, medium and large companies have of cloud computing, their intended uses, reasons for adopting, and expected timeframes for implementing cloud-based solutions. Surprisingly, Hosting.com’s data reveals that there is little difference between how enterprise companies and small businesses will utilize cloud computing – and also what business drivers will lead them to adopt the technology and how soon and at what pace (if not already) they plan to implement the technologies.

Cloud infrastructure Providers

Keywords: Cloud infrastructure Providers
Authors: Antonio Piraino, Tier1 Research.
Abstract:
There is a great deal of discussion about the impact of Cloud infrastructure Providers on the traditional enterprise sector. Those enterprise users have the choice of building internal Clouds or outsourcing to Cloud infrastructure and platform providers. In this presentation we’ll clarify how Microsoft's Azure Services Platform, Google AppEngine, Amazon Web Services, and even IBM’s Cloud services affect traditional enterprise operating models. From there, we’ll take a look at managed hosting providers that are not sitting idly by, and are themselves taking the bull by the horns by developing new Cloud infrastructure solutions for both their current and new customer segments. The virtualization of their datacenters, the increased operational expertise, and the investment in new platforms is discussed and measured to show who the winners in this segment will be. I’ll also share a recent questionnaire posed to all of these operators showing what their biggest challenges are, and the perception from their customers toward their expectations and uses of Cloud Services in the datacenter world.

Selling the cloud

Keywords:sales, marketing, strategy, selling
Authors: Daniel Smith, Nasstar plc.
Amongst all the talk of what we can do with the cloud and why we should adopt it and the great benefits it can bring and even why people should buy cloud services there is very little guidance of how to sell the services.

We are experiencing the biggest upheaval of business and technology adoption with in many of our life times. While we all can see the future we need to make sales now to make our businesses a reality and just because we have the greatest product, people will not simply buy it, marketing people will happily spend our budget but in this new market getting some basics right will ensure success. Understanding your sales strategy and your sales process will enable this success. But there are some challenges. Are you going to sell direct, how are you going to target a sales team, how do you reach the potential customers and make them buy. Maybe the channel your best route to market but can you deliver what they need to guarantee your success. Can you sell your service on line or do you need to educate the market?
These are just some of the questions that you need to address before you make potentially costly mistakes.
conversations with organizations such as Citrix, Microsoft and Nasstar plc

The Pareto Illusion - Why we end up paying too much for cloud services and what can we do about it?

Keywords:virtualization, security, compliance
Authors: Moshe Kaplan and Ayal Baron, RockeTier.
Cloud computing is a whole new game: we are no longer talking about equity and CapEx, but regarding OpEx.
So why are you still paying so much every month for your cloud services? How can it be reduced? What are the industry state of art methodologies to gain more out of your cloud service provider? How to do more with same, and how to gain a better ROI for your project? and last but not least, how to help saving our world.
In this presentation we'll discuss how can you make your software more efficient, and how to focus on core components of the system and achieving 80% boost in 20% effort.

Hey, You, Get Off Of My Cloud: Security in the Virtual Data Center

Keywords:virtualization, security, compliance
Authors: Michael Berman, Catbird.
Michael Berman is the CTO of Catbird, with over 20 years experience in system engineering, architecture, design and implementation of secure computing. Michael’s experience includes implementation of C2 UNIX; Fortune 100 enterprise security; and expert support in the prosecution of computer crimes. He is a member of the Electronic Crimes Task Force and High-Tech Crime Investigation Association and a Certified Information Security Systems Professional (CISSP). Michael is currently coauthoring a book on virtualization security.
Abstract:
You are on cloud 9. You are ready to go lights-on in your new virtual data center. But wait: virtualization changes everything when it comes to security. Some gaps are obvious, such as the elimination of separation of duties, or the lack of visibility into the virtual network. Some issues are more subtle, such as temporal attacks against crypto. This talk will describe what gaps are introduced in the move from physical to virtual specifically where security is concerned, and prescribe specific steps to ensure security and compliance for production deployments.

Specific topics to be covered include:
- Recommend strategies for updating in-house security and compliance best-practices guides to incorporate and protect virtual infrastructure.
- An analysis of the new virtualization threat surface and what new policies should be introduced to prevent, detect and control risks and violations.
- Configuration of the virtual network for security and visibility, even over Vmotion and over VMware port groups.

Science Clouds and Campus Clouds

Keywords:Clouds, MPI, Hadoop, eScience, Campus
Authors: Geoffrey Fox, Community Grids Lab, Indiana University
Abstract:
Cloud computing offers several interesting features for academic users for both large research applications and the myriad of modest jobs typical of large campus systems. Some of the attractions of clouds are shared with those for commercial clouds; namely cost effectiveness and ease of dynamic scaling. Further as well as cloud infrastructure, cloud-related technologies like Hadoop could be important in supporting the growing importance of data intensive science in particle physics, biology, earth/environmental science among other disciplines. Currently clouds seem particularly attractive in supporting “workflows of pleasing parallel jobs” that are common in these areas. However current clouds are not well suited to applications that need many tightly coupled threads/processes as in large MPI-based simulations or data analysis applications. Further clouds are clearly friendlier than current Grids and so provide an onramp or perhaps replacement for large scale Grid infrastructure such as the NSF TeraGrid. Clouds support smaller universities trying to enhance their Cyberinfrastructure related research and are natural places for educational laboratories. We suggest that the national academic infrastructure will evolve to a mix of clouds – possibly run by large campuses – linked to large MPI engines that may not change much from current supercomputer centers in the TeraGrid. Workflows will evolve to support the data intensive model of Hadoop and Dryad and access both classic clouds and MPI engines. We back this discussion with preliminary performance measurements from Eucalyptus and Nimbus.

SaaS in the UK: Liquid Accounts' experience

Keywords: SaaS, UK, online accounting software, advantages and disadvantages of SaaS, SaaS business model
Authors: Matthew Holmes, Liquid Accounts.
Abstract:
Liquid Accounts is one of the pioneers of online accounting software in the UK and was voted Best Web-Hosted Accounting Software at the Software Satisfaction Awards at the end of 2008. Liquid is seen as the second-generation of SaaS in this field and as such is currently the market leader in terms of the product it offers – it is the only online accounting software provider to offer a product that can be used by both a sole trader or start-up company and a multi-million pound multinational (and any size of company in between). The team behind Liquid has been specialising in online applications since 2001, and has extensive experience in both the private and Governmental fields. Liquid Accounts is about to enter its 5th year of trading.

Managing Director, Matt Holmes discusses his experiences of setting up and running a successful SaaS company in the UK paying particular attention to:
1. The differences between and SaaS business model and a traditional business model and the advantages and disadvantages
2. The ongoing SaaS debate in the UK and the myths and truths surrounding it
3. The problems he has encountered (resistance from a traditional industry, being in at the beginning of a new technology wave, not fitting the right model for insurance, banking, merchant accounts, raising finance, getting across the message that SaaS doesn’t necessarily mean simple) and how he’s addressed or overcome these issues.
4. The benefits he’s found (low costs, flexibility, excitement and buzz, beating the current credit crunch/recession, trading internationally)

Emerging enterprise best practices for cloud consumption

Keywords: best practices for cloud consumption, What’s your cloud strategy
Authors: James Staten and Rebecca Lavery, Forrester Research, Inc.
Abstract:
Cloud isn’t just for startups. Enterprises are consuming cloud services, adopting cloud practices and building their own clouds. What’s your cloud strategy? Come hear what the leading enterprises are doing about cloud, and how they are gaining competitive advantage.

Come learn:
- How to build an effective cloud use policy
- How to flex your internal cloud to leverage the economic benefits of public clouds
- How to determine what services in your portfolio are ready for cloud

Cloud Computing: How the Weak Economy is the Tipping Point for SaaS and Open Source

Keywords: Open Source, SaaS, Financial Performance Management, Planning, Budgeting
Authors: William Soward and Aimee Caton, Adaptive Planning.
Abstract:
Two of the most powerful forces shaping enterprise software today are open source software (OSS) and software as a service (SaaS) delivered through cloud computing. While the two have historically been seen as separate, parallel trends, they are now converging into a single, powerful “OSS + SaaS” model that is poised to become the leading business model for enterprise software companies.

With the economy spiraling downward and uncertainty facing all organizations, the cloud computing model for OSS + SaaS is proving to be at a tipping point. As organizations face financial cutbacks and fewer resources they are rapidly embracing OSS and SaaS applications as an affordable and efficient solution to improve their performance and impact the bottom line.

Conference Track: Business Models

Target Audience: CEO’s, CFO’s, CIO’s, Controllers, and other financial managers

Process Technology Delivers on Vision for Enterprise Cloud Orchestration Services

Keywords: Cloud Computing, Process or Business Process Management, Application Development, Orchestration, Mash Ups
Authors: Jon Pyke and Leslie Kesselring, Cordys.
Abstract:
Cloud Computing enables extensive computing power while saving money – but NOT innovation. The cloud needs a process technology to orchestrate the interaction and integration of services in an easy, cost-effective and flexible way. Further, process technology will bring business users and developers together to create “Situational Applications” – ad-hoc applications for small groups of users with specific needs that are made from scratch or mash up services but that are also compliant, auditable, recorded and strategically governed. This vision for orchestration services in the cloud will radically liberate the SMB community, and disrupt the enterprise software market.

Cloud Computing in a down economy- Why SaaS is changing the game.

Keywords: SaaS, Cloud Computing
Authors: Frank McMahon Mr., CoreMatrix Systems.
The speaker Frank McMahon is one of the co-founders of CoreMatrix Systems, a SaaS consulting company and leading provider of consulting services related to the planning, design, implementation, adoption and support of On-Demand Software Solutions for mid-sized to Fortune 500 companies. With industry specific solutions and experience gained from over 650 projects, CoreMatrix is dedicated to helping customers extract more value from their applications enabling them to quickly improve productivity and see a faster return on their investment.
Abstract:
This presentation touches on the economics of Cloud computing and why it is important for companies to refocus their energies on their core business as opposed to maintaining the infrastructure(hardware/software). It also talks about strategies to avoid common pitfalls when implementing a SaaS solution and the 5 factors critical to success. The discussion will also touch on Platform as a Service (PaaS) and how this can be used to extend existing solutions and create entirely new custom applications with an accelerated time to value.

Bridging the Gap Between Enterprise IT and the Cloud

Keywords: Cloud, challenge, architecture, security, management
Authors: Simon Crosby, Citrix Systems.
Abstract:
Cloud based IT services or app platforms sound like a fine idea, but they aren’t very useful for the majority of existing applications in use in the enterprise. This talk will address the role of virtualization and other technologies in enabling the adoption of clouds and cloud architectures by IT, for the delivery of automated, self service IT services internally within the enterprise, and the delivery of applications and desktops as a service. A core theme is the transformation of the enterprise data center to an enterprise “delivery center” that allows dynamic service-based IT functions to develop. Second, I will cover the key issues of bridging the gap between enterprise clouds and 3rd party service provider clouds - a gap that has cultural, legal, technical, and physical dimensions.
- Cultural in that the procedures and processes of IT today don't easily mesh with the interfaces offered by clouds
- Legal because the security and compliance requirements of modern enterprises don't match with cloud architectures and implementations
- technical because issues of multi-tenancy, security, privacy and manageability of apps in the cloud is in its infancy, and
- physical because clouds are geographically/network distant from enterprises and large amounts of data need to cross the gap.

Determining the right pricing models for a cloud-based service

Keywords: pricing, pricing model, business model
Authors: Frank Gillett, Forrester Research.
Abstract:
Vendor strategists and marketers are embracing a wide variety of cloud computing technologies and business models. There are several buyer motivations for embracing cloud concepts, including: 1) faster deployment times; 2) converting CapEx to OpEx, 3) matching payments to value creation, and 4) variable capacity and expenses. Given the variety of motivations and buyers, it is unlikely that there is one ideal pricing model for cloud services. Choosing the wrong pricing model for a cloud service can turn off desirable prospects and draw unattractive customers. Matching the pricing model to the target customers is a key element to creating a successful cloud service.

Buy on DVD

Buy all recordings on:

DVD at http://www.amazon.com/gp/product/B002H07SEC

CD Audio Tracks in MP3 format at http://www.amazon.com/gp/product/B002GFA8YA
Cloud Computing Conference

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