my outlines of  Beat Swegler (Microsoft) presentation  “Software + Services: The convergence of SaaS, SOA and Web 2.0”,

 

 

Trends in IT

            SaaS – you have off premise software, you are outsourcing that

SOA – it is about service composition – you  assemble solution from different artifacts, how you build them, how you sell them

 

Web2.0 – multiple people able author and multiple to consume: internet applications that explicitly leverage network effects. Not necessary tight to Web Browsers but to applications

 

“Data is the next Intel Inside” – VE, Google Earth – every one can get images – the data what people put on top of the underlying data – this is the value.  It is not enough to think only about functionality.

“Software above the level of the single device”

 

 

Business Models:

Subscription/License based model: Models are based on the book “Place to Space” by Peter Weill

 

 

SaaS – is about service delivery

SOA – about service composition

Web 2.0 – economics + UX

 

all together S+S

 

 

S+S Lifecycle;

monetize (-license fees)->build (single tenant)->run -> consume (smart client)

 

Example : Outlook &Exchange

 

–        Per user storage of data

–        On/Offline capability

–        Calendar/Folder

–        Support different client types

 

 

Business Models

S+S Examples

S+S Platforms

 

 

Example: Eve Online

–        leading Massive Multiplayer Online Game

–        All users play in one single virtual world

–        Graphics engine running on client

 

Monetize _>Build (highly scalable SQL server cluster) ->Consume (smart client leveraging GPU) ->Run

 

Command based –sending commands to objects in the game.(ships) to minimize network traffics

 

Photosynth – get value from data but also nice UX

 

–        Cloud based service

–        Consumed by rich application

 

HardRock sample (deepzoom technology) – memorabila.hardrock.com

British Library – five treasures

 

 

Platform for S+S:

 

1.     Live Service – targeting consumers, no IT involvements, Consumer oriented

2.     Online services – targeting businesses

 

Microsoft Service portfolio: (see above)

 

Oslo : will become our platform for building services that range from on premise to cloud space – you build stuff and later you decide how you gonna host the stuff. it is service delivery platform that come with some service creation aspects.

 

Exploring services:

Build Services:

1.     fundamental thing is scalability  – linear proportional between added resources and performance gained. I know how much performance I get if I get one box.

 

2.     Cost efficiency – because I can switch providers – competitors are on clouds as well

3.     Customizable – enterprise want to customize much more than SMB

4.     integration cap. – how do I integrate with my services

5.     Multi tenancy vs. Virtualization – do I want to create a fix instance for every tenant. or in a way that multiple tenants run in one instance.

 

ð more economical sense !

 

From Mega Hertz to Mega Watt – how many megawatts we use. ?

 

 

If you have well run data center – you are carbon neutral

Hosting choice

–        On-premise

–        Partner hosted

–        Cloud based

 

Reducing carbon footprint:

–        e.g. Quincy is carbon neutral

–        consumer gets carbon unit credited

 

 

Consume – Criteria

SMB

            greatest potential for SaaS

–        reduced IT management

–        Relevance of the application – must for SMB

–        Affordability

 

Enterprise

–        reduce IT management

–        Relevance of application

–        Customizability and integration capabilities

–        SLA

–        TCO

 

 

Consumer Expectations:

Consumer:

–        Free, ad funded or small fee

–        can live with downtimes

SMB:

–        affordable service delivery

Enterprise:

            – SLA with predictable maintenance . windows

 

 

 

SLA :

how can we become more reliable and HA than internet infrastructure.

 

–        Internet availability challenges:

o    application avail vs. internet infras. avail

o   how to get more 9s than the electricity providers

–        Requires an integrated and holistic operation-management story

 

 

 

Dealing with Service Outages:

–        leverage cloud services as geo-backup

–        duplicating cloud providers

 

 

Monetize

–        license fee based model

–        transaction fees (more in SaaS)

–        Subscription fees

–        Freemium (advertized sponsored)

 

Example : Amazon S3

S3 Simple Storage Service

–        write, read, and delete objects (1 byte to 5 gigabytes each)

–        objects are stored in buckets and retrieved via unique keys

–        provided REST and SOAP based interfaces

o   Rest: (follows web pattern) Get, PUT ,Delete

o   SOAP (RPC way) : CreateBucket(),,,,

 

Amazon – enable scalability

 

The risk of cloud computing:

–        problem with authentication overload and DoS  – 2 hours outage. (from 1 month it is within 10%)

 

Example BizTalk Services:

–        Messaging

o    message routing and identif. in cloud

o   identity provides simple access control

 

–        Identity

 

 

 

–        Pub/Sub via URIs

–        directional messaging via URIs

 

interesting for cloud interaction/integration services

 

Popfly (yahoo pipes?)  tool for mashing up:

what will happen if we have smooth transition between application -cloud

 

 

  

 

Closing :

–        cloud based services will become more important

–        some application are born to live in the cloud, others definitely not. – what drives you to put something in cloud – scale ? data ? you can gain ?

–        future services platforms will provide a broad range of deployment choices. –

o   my dream would be: write application and define how you gonna host it (later in deployment decision)

 

Q&A:

–        how you get the services into your operational and management story

–        cloud services are for SMB most appropriate.