1. Presentation Title Maximum Three Lines TELEFÓNICA I+D Date: © 2010 Telefónica Investigación y Desarrollo, S.A. Unipersonal

2. TELEFÓNICA I+D © 2010 Telefónica Investigación y Desarrollo, S.A. Unipersonal © 2010 Telef ó nica Investigaci ó n y Desarrollo Authors: Juan Jos é Hierro – CTO on Software Technologies Luis Miguel Vaquero - Researcher Juan A. C á ceres – Technology Specialist Andr é s L. Mart í nez – Technology Specialist Centre for Excellence on Software Technologies

3. TELEFÓNICA I+D © 2010 Telefónica Investigación y Desarrollo, S.A. Unipersonal 3 01 Cloud Vision 02 Morfeo ’ s Cloud Technologies - EzWeb - Claudia 03 Opportunities for SMs Index

4. TELEFÓNICA I+D © 2010 Telefónica Investigación y Desarrollo, S.A. Unipersonal Cloud Vision

5. TELEFÓNICA I+D © 2010 Telefónica Investigación y Desarrollo, S.A. Unipersonal 5 Forecasts announce that skies will be “ Cloudy ” tomorrow but … … What do we mean by “ Clouds ” nowadays ? … and tomorrow?

6. TELEFÓNICA I+D © 2010 Telefónica Investigación y Desarrollo, S.A. Unipersonal “Cloud computing is using the internet to access someone else's software running on someone else's hardware in someone else's data center” Lewis Cunningham “A hosted infrastructure model that delivers abstracted IT resources over the Internet” Thomas Weisel Partners LLC “Cloud computing is an emerging approach to shared infrastructure in which large pools of systems are linked together to provide IT services” IBM “A style of computing where massively scalable IT-enabled capabilities are delivered 'as a service' to external customers using Internet technologies” Gartner “A pool of abstracted, highly scalable, and managed compute infrastructure capable of hosting end-customer applications and billed by consumption” Forrester Research What is ours ? There are multiple definitions …

7. TELEFÓNICA I+D © 2010 Telefónica Investigación y Desarrollo, S.A. Unipersonal Concept and definition Our Definition: Main Concepts: — Feeling like having infinite computing resources (virtualization) — Vertical and horizontal scaling — Utility Computing (inmediate provilioning) and pay per use Vaquero et al. ACM SIGCOMM Computer Communication Review 2009 IaaS/NaaS: Storage, Computing and Networking Services. PaaS: execution and programing environments as a service. SaaS: software as a service.

8. TELEFÓNICA I+D © 2010 Telefónica Investigación y Desarrollo, S.A. Unipersonal Today … Clouds aim to support the Utility-like provision “ as a Service ” of I nfrastructures / P latforms for application hosting Ease of use, self-service Pervasive Hidden complexity Scalable on demand Pay per use (much cheaper than if you set it up on your own) Reliable Secure 8

9. TELEFÓNICA I+D © 2010 Telefónica Investigación y Desarrollo, S.A. Unipersonal Cloud Hosting: some challenges are still there Need for a higher level of abstraction for describing applications to deploy on the Cloud — Just what a programmer would know — Most efficient multi-tier architecture is automatically setup by the Cloud Higher-level abstract language customers can use to describe their business requirements — Elasticity rules — Monitoring Convergent and efficient allocation of, both, computing and communication resources (Bandwidth, VPNs, VLANs, … ) — Both internal communication resources and in- outbound connection resources — Need definition of NaaS (Network as a Service) layer to handle communication resources 9

10. TELEFÓNICA I+D © 2010 Telefónica Investigación y Desarrollo, S.A. Unipersonal But hosting is just one part of the story … PaaS Clouds will transform into business ecosystems helping application providers to grow their business … How can I make money ? Marketplace functions — Support to multiple/flexible pricing/revenue models — Rating, Billing and Settlement as a Service How can I best promote my app ? Mashup as a Service — Be able to combine with apps/services from others — Let end users develop their own apps 10

11. TELEFÓNICA I+D © 2010 Telefónica Investigación y Desarrollo, S.A. Unipersonal Mashup as a Service (MaaS) “ Mashup as a Service ” (MaaS) will be a key feature in future Clouds — End users search for, pick and select gadgets in a catalogue and assemble them together to support most frequent operations in their daily life — Beyond state of the art mashup technologies on the Internet today (e.g., iGoogle or NetVibes): ability to connect gadgets, share mashups, … — Some gadgets linked to network capabilities/APIs or Cloud Apps (e.g., YouTube, Flickr, Terabox, … ) Target scenarios: — Consumers: pick a photo on flickr and send it by MMS, Take a photo on Terabox/Flickr and publish it on Facebook, twitt a feed you read, … — SMEs: Access to a marketplace of SaaS applications, pick Trouble-ticketing app from provider A, Customer Database app from provider B, combine them together with Cloud Services, … Check beta site: http://ezweb.tid.es 11

12. TELEFÓNICA I+D © 2010 Telefónica Investigación y Desarrollo, S.A. Unipersonal But hosting is just one part of the story … … PaaS Clouds will also evolve as to provide the richest programming framework helping app providers to create killer applications Rich set of APIs accessible “ as a Service ” from apps hosted in the Cloud: — Context as a Service — Backend EAI tools as a Service (Publish/Subscribe, … ) — Network Enablers as a Service — Content as a Service — DataStore as a Service Mobile Web access development tools 12 Context EAI Network Enablers Content Data

13. TELEFÓNICA I+D © 2010 Telefónica Investigación y Desarrollo, S.A. Unipersonal The global picture 13 Applications providers: 1. Register Application Blueprint on PaaS Cloud infrastructure 2. Choose revenue model (pay per use, share, ads) and bundling conditions 3. Publish suite of front-end gadgets (optional) 4. Deploy application The application uses built-in functions (context, comm services) End customers (SMEs, individuals) are able to mashup apps coming out from different app providers 13 Cloud catalogue mashup gadgets simple gadgets Mashup Front End services Application Marketplace support infrastructure 1. 3. 2. Built-in Cloud libraries 4. Application provider Self-service Portal Application Blueprint

14. TELEFÓNICA I+D © 2010 Telefónica Investigación y Desarrollo, S.A. Unipersonal Morfeo Cloud hosting technologies: building the Open Cloud Building the MaaS concept: EzWeb Building open components for the governance and business oriented layers in IaaS and PaaS Clouds http://cloudtechnologies.morfeo- project.org http://cloudtechnologies.morfeo- project.org 14 Key participation in most relevant EU FP7 and Avanza projects related to Cloud NUBA

15. TELEFÓNICA I+D © 2010 Telefónica Investigación y Desarrollo, S.A. Unipersonal The Claudia Platform

16. TELEFÓNICA I+D © 2010 Telefónica Investigación y Desarrollo, S.A. Unipersonal RESERVOIR ’ s IaaS Cloud Reference Architecture Service Manager Service Manager VEEM (VEE Manager) ‏ VEEM (VEE Manager) ‏ VEE Host (hypervisor, VSJC) ‏ VEE Host (hypervisor, VSJC) ‏ VEE Host (hypervisor, VSJC) ‏ VEE Host (hypervisor, VSJC) ‏ VEE Host (hypervisor, VSJC) ‏ VEE Host (hypervisor, VSJC) ‏ VMI VHI VEEM (VEE Manager) ‏ VEEM (VEE Manager) ‏ VMI SMI Service Manifest OVF+ Service Provider Service Provider Service Provider Service Provider Service Provider Service Provider Service Provider Service Provider RESERVOIR Site Claudia OpenNebula Xen, KVM, VMWare, …

17. TELEFÓNICA I+D © 2010 Telefónica Investigación y Desarrollo, S.A. Unipersonal Nuba ’ s IaaS Reference Architecture NUBA Cloud Provider Service Provider Service Descriptors Repository Service Lifecyle Manager Service. Configurator Software Repository Final Images Reposotiry Virtual Env Manager cluster 1 Dynamic Resource Provisioning (DRP) Federated Cloud Manager Federated Cloud Orch. Inter- operability Resource Manager Service Manager IaaS Cloud Broker Virtual Env Manager cluster N … D & O Manager (GS) Monitoring System (GS) Business Manager D & O Manager (GCF) Monitoring System (GCF) Business Manager D & O Manager (provider) Monitoring System (provider) Business Manager Portal de Usuario (GUI)

18. TELEFÓNICA I+D © 2010 Telefónica Investigación y Desarrollo, S.A. Unipersonal Claudia Platform Components Public Virtual Infrastructure Cloud Claudia TCloud API (REST) Service Lifecycle Manager Monitoring (WASUP) Monitoring (WASUP) OCCI - Open Cloud Computing Interface (REST) Virtual Infrastructure Manager (Open Nebula, vSphere, …) Virtual Infrastructure Manager (Open Nebula, vSphere, …) Business Model Manager Scalability & Optimization Cloud Dashboard (EzWeb GUI)

19. TELEFÓNICA I+D © 2010 Telefónica Investigación y Desarrollo, S.A. Unipersonal Claudia Features Implementation of part of the TCloud API (extending VMWare ’ s vCloud, submitted to DMTF) — OVF-based Service Definition — Operations for provisioning, managing and monitoring services GUI/Dashboard to monitor and control the deployed services based on Ezweb mashup platform Monitoring Service based on EzWeb/WASUP platform — Event Registry — Event aggregation — Alarms generation Configurable Service Lifecycle Management Automatic Scalability Support (user defined scalability rules in OVF) Business-Oriented Service Management: cost control Integration with different infrastructure managers and public clouds through OCCI and specific drivers — OpenNebula — VMware vSphere — Amazon/Eucaliptus — …

20. TELEFÓNICA I+D © 2010 Telefónica Investigación y Desarrollo, S.A. Unipersonal Next Steps Cloud Storage — Participation in the FP7 VISION project (under negotiation) Platform As A Service — Coordination of the FP7 4CaaSt project (under negotiation) — Integration of Service Containers (Java, BPM, Web, … ) — Integration of Cloud Technologies and APIs — Creation of an Application Marketplace with Service Composition support Network As A Service — 4CaaSt includies the convergence between IT and Communications. Experiments — StratusLab project (under negotiation) for providing Cloud Computing services to the Scientific Community (e-Infrastructures FP7) — Morfeo Cloud for providing Cloud Computing for Open Source Projects (testing, demos, etc.)

21. TELEFÓNICA I+D © 2010 Telefónica Investigación y Desarrollo, S.A. Unipersonal Opportunities for SMEs

22. TELEFÓNICA I+D © 2010 Telefónica Investigación y Desarrollo, S.A. Unipersonal Transformation: Advantages Up to of 80% of cost reduction in hardwared (consolidation) and 60% in energy consumption. Cutting down CAPEX. Reduction of Time-to-Market Reduction of 70% of operation costs (management automation)*. Cutting down OPEX? Does it increase OPEX? But (comparing EC2 vs Local Servers) : — Power, room, etc. — Indirect cost of servers (network, storage, etc.) — Overhead owning servers: acquisition, accounting personal, and IT administers. — Usage of servers (ratio usage/cost) * Source: IBM and http://berkeleyclouds.blogspot.com/

23. TELEFÓNICA I+D © 2010 Telefónica Investigación y Desarrollo, S.A. Unipersonal Transformation: Disvantadges Maturity (from managing VMs to services?) — Monitoring — Service Management — Business Models — Standardized Cloud Platforms Security (multitenancy, virtualization, EDoS, Data, etc.) SLAs Scalabilty Vendor lock-in (waiting for Standards) Migration to virtual environments is not cheap (packaging, licenses, level of consolidation, etc.)

24. TELEFÓNICA I+D © 2010 Telefónica Investigación y Desarrollo, S.A. Unipersonal Expansion: new opportunities PROFIT: New Marketing Channel in Internet — Positive Cash Flow = Client Net Present Value (NPV) — Negative Cash Flow = Client Acquisition Cost ( CaC) Client Net Present Value (NPV) — Inbound Marketing (market segments) — Client Satisfaction Client Acquisition Cost — Lead analysis / ROI of the channel — Suscription – Pricing. – Bundling / Product mix: THE CHANNEL IS YOURS!!!

25. TELEFÓNICA I+D © 2010 Telefónica Investigación y Desarrollo, S.A. Unipersonal 25 Thank you!! Morfeo Cloud Technologies blog: http://claudia.morfeo-project.org/ RESERVOIR: http://www.reservoir-fp7.eu/ NUBA: http://nuba.morfeo-project.org/ SLA@SOISLA@SOI: http://sla-at-soi.eu/ OGF-Europe and OCCI: http://www.ogfeurope.eu/ http://www.occi-wg.org/ Claudia: http://claudia.morfeo-project.org/

26. © 2010 Telefónica Investigación y Desarrollo, S.A. Unipersonal