Microsoft Cloud Day

Daniel Bucherer

Azure Platform Strategy Advisor, Microsoft

Corporation

Introduction to Windows Azure

platform and real world case study
As a Platform Strategy Advisor, Daniel Bucherer
guides Independent Software Vendors (ISVs) all
across South East Asia along their journey to the
Cloud.
This session Daniel will guide you through what
makes Windows Azure a platform for real Cloud
applications and
how you can benefit from the architectural shift
to a Platform as a Service infrastructure.

What Is The Cloud?

Is Cloud the same as

Virtualization?
October
IsCloud
CloudCoverage
the NewinHosting?
2009
Is Cloud the New
Mainframe?

Industry Transformation
MAINFRAME

CLIENT / SERVER

CLOUD

SOFTWARE
SELF SERVICE
A S A S E RV I C E
PLATFORM
SHARED
A S A S E RV I C E

INFRASTRUCTURE
A SSCALABLE
A SERVICE

& ELASTIC

USAGE BASED

CLOUD
IT AS A SERVICE

Cloud Computing Taxonomy

Application
s
Data

Runtime

Runtime

Middleware

Middleware

Middleware

O/S

O/S

O/S

Virtualizatio
n
Servers

Virtualizatio
n
Servers

Storage

Storage

Networking

Networking

You manage

Middleware

Runtime

Managed by vendor

You manage

Runtime

Application
s
Data

You manage

Application
s
Data

Application
s
Data

Virtualizatio
n
Servers
Storage
Networking

O/S
Virtualizatio
n
Servers
Storage
Networking

Managed by vendor

SaaS

IaaS

Managed by vendor

PaaS

Traditional IT

Cost vs. Abstraction Level

Physical
Machines

Cost of
Operation

Virtual
Machines
IaaS
PaaS

Abstraction Level

What is Windows Azure?

Windows Azure is an internet-scale
cloud services platform hosted in
Microsoft datacenters around the
world, proving a simple, reliable
and powerful platform for the
creation of web applications and
services.

Developers use existing skills

and familiar tools to develop
cloud applications

ISVs and System Integrators

rapidly reach market and pay as
you go

IT Managers gain access to a

new set of resources without
adding complexity

Businesses of all sizes to

quickly respond as business

The Windows Azure Platform

GENERAL PURPOSE PROGRAMMING LANGUAGES

PLATFORM AS A SERVICE

Compute

Storage

Management

CDN

App Fabric

Marketplace

Relational
data

Management

QUIN
CY
DES
MOINES
SAN
ANTONIO

CHICA
GO

DUB
LIN

AMSTERD
AM
JAPA
N

BOYDT
ON

HONG
KONG

SINGAP
ORE

MICROSOFT DATACENTER
INVESTMENT

Microsoft Chicago Datacenter

$500M Investment
700,000 Square Feet
60 MW Total Critical Power
3,400 Tons of Steel
190 Miles of Conduit
2,400 Tons of Copper
26,000 Cubic Yards of Concrete
7.5 Miles of Chilled Water Piping

Source: Microsoft

Benefits
How Azure is Unique
Why This Helps You
Service Management Free Up Resources
Developer Experience

Leveraging What You Know, Have

Invested In
ScaleDefy Existing Application Physics

Multiple Scenarios Supported (e.g.,

hybrid)
Reach Access to Global Market

Complete Platform

Free Up Cash Flow Business Flexibility

Consistent EnvironmentDevelopment Efficiency

yolk
Interactive agency specializing in
online marketing campaigns and web
properties. We build web applications
and data driven sites for clients.
Clients

Data Driven Sites

Marketing Campaign Sites

Metro

Metro.com.sg

Metro Birthday Bash

Microsoft

Beauty of the Web Asia

Save Social Energy

Cibavision

Cibavision Color Studio

NAC

Noise Singapore

The Typical Application

Onlin
e
Medi
a

Marketing

Microsite

Contest /
Information

Web property

Security

Speed

Considerations in Choosing
Platform
Latency
Ports
Stability
Firewall
Scalability
Datacenter
Security

Applicati
on /
Databas
e

Data /
Application

Manageabilit
y

Socia
l
Medi
a

Resource
Control
Speed

Why Microsoft Azure

Selling
process to
CIO must
be
supported
by CMOs.
Organizati
ons need
to be
guided
Operations
still a
critical
process

Learnings

Easy
failover
(No double
deploymen
t)
Fast time
to market
Cost
effective
sandboxed
instances
Fast
scalability

Benefits

Total Cost
of
Ownership
Agility
Ease of
use
Leverage
on current
skillset

Key Decision
Drivers

Alternatives

Google
only
supports
Python
and Java
Amazon
services
too
fragmente
d for our
purpose
Rackspace
, Linode,
PHP Fog
etc. is US
Only

Example: Freeing up Cash Flow

App
Dev

HW/
Hosting

Windows
Azure
Platform

Bandwid
th

Support

TOTAL
SAVIN
GS

(62%
)

(5%)

24%

(20
%)

(31%
)

32%
* Source: HCL

This 31% allows you to reinvest in your

business**
** Does not include license savings

Windows Azure Platform Purchasing

Models

Subscription
Subscription

Consumpti
Consumpti
on
on

Pay as you go and

grow
Low barrier to entry
and flexibility
Optimized for cloud
elasticity

Promotional
Offers

Additional
Additional
Licensing
Licensing

Value for a
commitment

Coordinated
purchasing

Discounts for
commitment
Plans for payment
predictability

Centralized
purchasing
experience
Introduction to
volume discounts

Development
Pricing

Partner
Discount

Integration with
Programs

Windows Azure Platform Consumption Prices

Pay as you go and grow for only what you use when you use it

Elastic, scalable, secure, and

highly available
automated service platform

Comput
e hour
Per service
$0.12/hour
+ Variable
Instance Sizes

Storage
Per GB stored and
transactions
$0.15 GB/month
$0.01/10k
transactions

Highly available, scalable, and

self managed
distributed database service

$0.15 per
GB for data/
Data
Transfer
transfers
CDN
from European & North

Web
Edition
Per

Business
Edition
Per

American locations

database/month
$9.99 to
$49.95/month
(up to 5 GB
DB/month)

database/month
$99.99 to
$499.95/month
(up to 50 GB
DB/month)

$0.20 per GB for data

transfers
from other locations

$0.01 per 10,000

transactions

Windows Azure platform AppFabric Service Bus and Access Control

Scalable, automated, highly available services for secure
connectivity
Access Control
Per Message Operation
$1.99/per 100,000
transactions
Prices shown in USD only

Service Bus
Per Message Operation
$3.99/per connection to
$995 for 500 connections
International prices are available

On and
Off

Inactivit
y
Average Period

Usage

Growing Fast

Comput
e

Comput
e

IT Workload Patterns Optimal for

Cloud

Time

Time

Comput
e

Unpredictable
Bursting
Average
Usage
Time

Unexpected/unplanned peak in
demand
Sudden spike impacts
performance
Cant over provision for extreme

Successful services needs to

grow/scale
Keeping up w/growth is big IT
challenge
Complex lead time for
deployment

Predictable
Bursting

Comput
e

On and off workloads (e.g.

batch job)
Over provisioned capacity is
wasted
Time to market can be
cumbersome

Average
Usage

Average
Usage
Time

Services with micro seasonality

trends
Peaks due to periodic increased
demand
IT complexity and wasted

Predictable Bursting
Examples
target.com

walmart.com

toysrus.com
barnesandnoble.com

turbotax.com
hrblock.com

~10x normal
load
(Tax season)

~4x normal load

(Holiday
shopping)

Jan 2009
Source: Alexa

taxcut.com
taxact.com

Jan 2010

Jan 2009
Source: Alexa

Jan 2010

The Windows Azure Platform

Float Your
Above IT

SaaS Application

Development Platform as
Relational Database as a serviceSecure Connectivity and Caching
a service
as a service

Hardware

OS

Your Next Steps

Plan your Train your team and
Go to market
Business
develop solutions
View offers and
programs which help
you get started today
Use the TCO and ROI
calculators to learn
how Windows Azure
can help your business
Read white papers on
how to
take advantage of the
Windows Azure
Platform

Download the SDK and

other development
tools
Leverage the Technical
Training Kit
Get architectural
guidance for migrating
your application
Use the Application
Assessment tool
Enroll in Microsoft
Platform Ready

Use Windows Azure

Marketplace to help
sell your application or
service (available
soon)
Leverage our selling
guidance, tools and
materials