Welcome!

Microservices Expo Authors: Dalibor Siroky, Elizabeth White, Pat Romanski, John Katrick, Liz McMillan

Related Topics: @CloudExpo

@CloudExpo: Blog Feed Post

Your Cloud is Not a Precious Snowflake (But it Could Be)

Gartner analyst and cloud pundit Lydia Leong reminds us that without differentiation, all clouds look pretty much the same

You can’t differentiate until you do something different

Gartner analyst and cloud pundit Lydia Leong reminds us that without differentiation, all clouds look pretty much the same

“These are traits that it doesn’t take a genius to think of. Most are known requirements established through a decade and a half of hosting industry experience. If you want to differentiate, you need to get beyond them.” [emphasis added]

She lists traits common to most cloud providers: premium equipment, VMWare-based, private VLANs, private connectivity, and co-located dedicated gear but doesn’t really get into what really is – or should be – the focus of cloud offerings: services. To be more specific, infrastructure services.

A cloud provider of course wants a solid, reliable infrastructure. That’s why they tend to use the same set of “premium” equipment. But as Lydia points out differentiation requires services above and beyond simple hosting of applications in somebody else’s backyard.

Cloud providers need to differentiate based on what kinds of infrastructure services they can provide including but certainly not limited to management. Going above and beyond the basics, however, requires investment and some roll-up-your-sleeves coding at this point because the management and process automation systems simply don’t exist. The means to build those systems do exist – that’s part of the allure and value of dynamic infrastructure, a.k.a. Infrastructure 2.0.

Using the tools available it is wholly possible to build out the “self-service” for infrastructure services that folks have been led to believe will one day, hopefully, maybe be part and parcel of a cloud computing offering. Building this out is not trivial, but it’s certainly worth it if you’re trying to (a) differentiate from your competitors and (b) find yet another revenue stream on which you can ride smoothly into the next round of technology advances.

Lydia mentions that most cloud providers are built atop premium equipment and cites Cisco networks and F5 application delivery infrastructure among others. There are more than enough “services” that can be abstracted via both companies’ APIs to keep cloud computing providers differentiating their hearts out. There’s presence and location, application acceleration, application security, commonly used web application functions like rewriting URIs and customized “apology” pages via network-side scripting just to name a few. There’s a veritable cornucopia of specialized functionality above and beyond simple network and application network functionality that simply isn’t being exploited to its full potential, both in terms of the technological capabilities and the ability to differentiate for a cloud computing provider.

There’s no reason why such differentiation of cloud providers cannot be achieved through infrastructure services and, in fact, its about the only way to differentiate aside from better management/control over design and maintenance of the deployment. The rest is simply price wars – competing based on cost per mega or kilo or peda or tera byte of something. The problem may very well be that we’re just too early in the game for such large-scale differentiation; that not enough customers are even sure what to do with the basics let alone advanced infrastructure service offerings. Problem is that many times customers won’t sign on to anything – a service or a product – without the promise that they can do more, either right now or in the future. Whether they want to – or will use those services – is irrelevant. The fact that they exist tells the customer that the provider is serious, dedicated, and ready to do business.

It’s kind of a Catch-22. Without the demand there’s no reason for a provider to invest in such an undertaking, but without investing in such an undertaking there may well continue to be a lack of demand. Remember that in many organizations data center infrastructure is the underlying foundation for their competitive advantage. If you can’t offer tit-for-tat you’re simply not a good replacement no matter how much “cheaper” you may be in the short term or long run.

Differentiation of cloud services will eventually come down to management and infrastructure services because there’s really no where else for it to go. What and how those services are packaged and offered to customers will go a long way toward cloud providers differentiating amongst their offerings.

Follow me on Twitter View Lori's profile on SlideShare friendfeedicon_facebook AddThis Feed Button Bookmark and Share

 

Related blogs & articles:


Categories:  ,  

More Stories By Lori MacVittie

Lori MacVittie is responsible for education and evangelism of application services available across F5’s entire product suite. Her role includes authorship of technical materials and participation in a number of community-based forums and industry standards organizations, among other efforts. MacVittie has extensive programming experience as an application architect, as well as network and systems development and administration expertise. Prior to joining F5, MacVittie was an award-winning Senior Technology Editor at Network Computing Magazine, where she conducted product research and evaluation focused on integration with application and network architectures, and authored articles on a variety of topics aimed at IT professionals. Her most recent area of focus included SOA-related products and architectures. She holds a B.S. in Information and Computing Science from the University of Wisconsin at Green Bay, and an M.S. in Computer Science from Nova Southeastern University.

@MicroservicesExpo Stories
How is DevOps going within your organization? If you need some help measuring just how well it is going, we have prepared a list of some key DevOps metrics to track. These metrics can help you understand how your team is doing over time. The word DevOps means different things to different people. Some say it a culture and every vendor in the industry claims that their tools help with DevOps. Depending on how you define DevOps, some of these metrics may matter more or less to you and your team.
For many of us laboring in the fields of digital transformation, 2017 was a year of high-intensity work and high-reward achievement. So we’re looking forward to a little breather over the end-of-year holiday season. But we’re going to have to get right back on the Continuous Delivery bullet train in 2018. Markets move too fast and customer expectations elevate too precipitously for businesses to rest on their laurels. Here’s a DevOps “to-do list” for 2018 that should be priorities for anyone w...
If testing environments are constantly unavailable and affected by outages, release timelines will be affected. You can use three metrics to measure stability events for specific environments and plan around events that will affect your critical path to release.
In a recent post, titled “10 Surprising Facts About Cloud Computing and What It Really Is”, Zac Johnson highlighted some interesting facts about cloud computing in the SMB marketplace: Cloud Computing is up to 40 times more cost-effective for an SMB, compared to running its own IT system. 94% of SMBs have experienced security benefits in the cloud that they didn’t have with their on-premises service
DevOps failure is a touchy subject with some, because DevOps is typically perceived as a way to avoid failure. As a result, when you fail in a DevOps practice, the situation can seem almost hopeless. However, just as a fail-fast business approach, or the “fail and adjust sooner” methodology of Agile often proves, DevOps failures are actually a step in the right direction. They’re the first step toward learning from failures and turning your DevOps practice into one that will lead you toward even...
DevOps is under attack because developers don’t want to mess with infrastructure. They will happily own their code into production, but want to use platforms instead of raw automation. That’s changing the landscape that we understand as DevOps with both architecture concepts (CloudNative) and process redefinition (SRE). Rob Hirschfeld’s recent work in Kubernetes operations has led to the conclusion that containers and related platforms have changed the way we should be thinking about DevOps and...
While walking around the office I happened upon a relatively new employee dragging emails from his inbox into folders. I asked why and was told, “I’m just answering emails and getting stuff off my desk.” An empty inbox may be emotionally satisfying to look at, but in practice, you should never do it. Here’s why. I recently wrote a piece arguing that from a mathematical perspective, Messy Desks Are Perfectly Optimized. While it validated the genius of my friends with messy desks, it also gener...
The goal of Microservices is to improve software delivery speed and increase system safety as scale increases. Microservices being modular these are faster to change and enables an evolutionary architecture where systems can change, as the business needs change. Microservices can scale elastically and by being service oriented can enable APIs natively. Microservices also reduce implementation and release cycle time and enables continuous delivery. This paper provides a logical overview of the Mi...
The next XaaS is CICDaaS. Why? Because CICD saves developers a huge amount of time. CD is an especially great option for projects that require multiple and frequent contributions to be integrated. But… securing CICD best practices is an emerging, essential, yet little understood practice for DevOps teams and their Cloud Service Providers. The only way to get CICD to work in a highly secure environment takes collaboration, patience and persistence. Building CICD in the cloud requires rigorous ar...
The enterprise data storage marketplace is poised to become a battlefield. No longer the quiet backwater of cloud computing services, the focus of this global transition is now going from compute to storage. An overview of recent storage market history is needed to understand why this transition is important. Before 2007 and the birth of the cloud computing market we are witnessing today, the on-premise model hosted in large local data centers dominated enterprise storage. Key marketplace play...
The cloud revolution in enterprises has very clearly crossed the phase of proof-of-concepts into a truly mainstream adoption. One of most popular enterprise-wide initiatives currently going on are “cloud migration” programs of some kind or another. Finding business value for these programs is not hard to fathom – they include hyperelasticity in infrastructure consumption, subscription based models, and agility derived from rapid speed of deployment of applications. These factors will continue to...
Some people are directors, managers, and administrators. Others are disrupters. Eddie Webb (@edwardawebb) is an IT Disrupter for Software Development Platforms at Liberty Mutual and was a presenter at the 2016 All Day DevOps conference. His talk, Organically DevOps: Building Quality and Security into the Software Supply Chain at Liberty Mutual, looked at Liberty Mutual's transformation to Continuous Integration, Continuous Delivery, and DevOps. For a large, heavily regulated industry, this task ...
Following a tradition dating back to 2002 at ZapThink and continuing at Intellyx since 2014, it’s time for Intellyx’s annual predictions for the coming year. If you’re a long-time fan, you know we have a twist to the typical annual prediction post: we actually critique our predictions from the previous year. To make things even more interesting, Charlie and I switch off, judging the other’s predictions. And now that he’s been with Intellyx for more than a year, this Cortex represents my first ...
"Grape Up leverages Cloud Native technologies and helps companies build software using microservices, and work the DevOps agile way. We've been doing digital innovation for the last 12 years," explained Daniel Heckman, of Grape Up in this SYS-CON.tv interview at 21st Cloud Expo, held Oct 31 – Nov 2, 2017, at the Santa Clara Convention Center in Santa Clara, CA.
The Toyota Production System, a world-renowned production system is based on the "complete elimination of all waste". The "Toyota Way", grounded on continuous improvement dates to the 1860s. The methodology is widely proven to be successful yet there are still industries within and tangential to manufacturing struggling to adopt its core principles: Jidoka: a process should stop when an issue is identified prevents releasing defective products
We seem to run this cycle with every new technology that comes along. A good idea with practical applications is born, then both marketers and over-excited users start to declare it is the solution for all or our problems. Compliments of Gartner, we know it generally as “The Hype Cycle”, but each iteration is a little different. 2018’s flavor will be serverless computing, and by 2018, I mean starting now, but going most of next year, you’ll be sick of it. We are already seeing people write such...
Defining the term ‘monitoring’ is a difficult task considering the performance space has evolved significantly over the years. Lately, there has been a shift in the monitoring world, sparking a healthy debate regarding the definition and purpose of monitoring, through which a new term has emerged: observability. Some of that debate can be found in blogs by Charity Majors and Cindy Sridharan.
It’s “time to move on from DevOps and continuous delivery.” This was the provocative title of a recent article in ZDNet, in which Kelsey Hightower, staff developer advocate at Google Cloud Platform, suggested that “software shops should have put these concepts into action years ago.” Reading articles like this or listening to talks at most DevOps conferences might make you think that we’re entering a post-DevOps world. But vast numbers of organizations still struggle to start and drive transfo...
Let's do a visualization exercise. Imagine it's December 31, 2018, and you're ringing in the New Year with your friends and family. You think back on everything that you accomplished in the last year: your company's revenue is through the roof thanks to the success of your product, and you were promoted to Lead Developer. 2019 is poised to be an even bigger year for your company because you have the tools and insight to scale as quickly as demand requires. You're a happy human, and it's not just...
"Opsani helps the enterprise adopt containers, help them move their infrastructure into this modern world of DevOps, accelerate the delivery of new features into production, and really get them going on the container path," explained Ross Schibler, CEO of Opsani, and Peter Nickolov, CTO of Opsani, in this SYS-CON.tv interview at DevOps Summit at 21st Cloud Expo, held Oct 31 – Nov 2, 2017, at the Santa Clara Convention Center in Santa Clara, CA.