Welcome!

Microservices Expo Authors: Jason Bloomberg, Pat Romanski, Kong Yang, Mark Leake, Liz McMillan

Related Topics: @CloudExpo, Java IoT, Microservices Expo, Containers Expo Blog, @BigDataExpo, SDN Journal

@CloudExpo: Blog Feed Post

Cloud: Commoditizing End Users

It's not just commoditization of business functions (SaaS) or IT infrastructure (IaaS) - it's the users, too

Prioritization. It's something that's built into nearly every technology, particularly that which services network traffic. Rate shaping. Queuing. Coloring bits.

We do a lot of interesting gyrations with technology to ensure that some user traffic and requests are more equal than others.

Today we still do the same thing, but it's done in different ways. Software as a Service charges a premium for "extra" API calls, for example, and if you want access to premium content there's sure to be a paywall in front of it.

But that's at the service level. It's not the same as prioritization of individual users; of affording specific users privileges of some kind based either on their position (No, no, the CEO can't have his e-mail be delayed - never apply bandwidth limiting policies to him) or on their customer status (They're a "gold" customer, make sure their requests go to the fastest application instance).

These kinds of customer privileges have always existed and in some industries remain a staple reward or requirement for operations.

Cloud, however, commoditizes users, affording operations no way to distinguish between traffic from the CEO and traffic from, well, me.

IT'S THE NETWORK

That's because the mechanisms by which traffic and requests are prioritized exist in the network; in the data path. By the time the request gets to the Exchange server, it's already too late. The Exchange server doesn't know that three upstream switches and routers have queued the packets comprising the CEO's request, causing a slight but noticeable delay. It is the infrastructure - the network - that provides this service necessarily. Prioritization of traffic through a series of tubes interconnected by what are essentially processing centers has to occur at those processing centers, before it arrives at the destination.

The effect is commoditization of users. Every user is the same, every request - equal. There is no special treatment for anyone, period. Part of this is due to the relinquishment of control over the network inherent in a cloud-based environment, part of it is due to the failure of that same network to pass on context and awareness of the user and the context in which such requests are made.

The inability to deploy policies designed to give preference to some requests over other - for whatever reason the business thinks it may be necessary - means users are commoditized. They become a sequence number, nothing more, nothing less.

For many applications and business models this may be a non-issue. But for industries and organizations that in part monetize (or have monetized in the past) based on the ability to offer "better or faster" service on an individual basis, moving to cloud will have a significant impact and may require changes to not only operations but to the business.

Some capability to differentiate levels of service on a per-user basis may be returned as more mature services are offered by cloud providers, but the level of differentiation and prioritization IT has known in the data center will never completely return in the cloud.

Organizations who may be impacted by this commoditization in the form of frustrated users or churning customers will need to consider other ways in which to address the ability to decommoditize its users.

Read the original blog entry...

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
In the decade following his article, cloud computing further cemented Carr’s perspective. Compute, storage, and network resources have become simple utilities, available at the proverbial turn of the faucet. The value they provide is immense, but the cloud playing field is amazingly level. Carr’s quote above presaged the cloud to a T. Today, however, we’re in the digital era. Mark Andreesen’s ‘software is eating the world’ prognostication is coming to pass, as enterprises realize they must be...
Both SaaS vendors and SaaS buyers are going “all-in” to hyperscale IaaS platforms such as AWS, which is disrupting the SaaS value proposition. Why should the enterprise SaaS consumer pay for the SaaS service if their data is resident in adjacent AWS S3 buckets? If both SaaS sellers and buyers are using the same cloud tools, automation and pay-per-transaction model offered by IaaS platforms, then why not host the “shrink-wrapped” software in the customers’ cloud? Further, serverless computing, cl...
Hybrid IT is today’s reality, and while its implementation may seem daunting at times, more and more organizations are migrating to the cloud. In fact, according to SolarWinds 2017 IT Trends Index: Portrait of a Hybrid IT Organization 95 percent of organizations have migrated crucial applications to the cloud in the past year. As such, it’s in every IT professional’s best interest to know what to expect.
A common misconception about the cloud is that one size fits all. Companies expecting to run all of their operations using one cloud solution or service must realize that doing so is akin to forcing the totality of their business functionality into a straightjacket. Unlocking the full potential of the cloud means embracing the multi-cloud future where businesses use their own cloud, and/or clouds from different vendors, to support separate functions or product groups. There is no single cloud so...
The taxi industry never saw Uber coming. Startups are a threat to incumbents like never before, and a major enabler for startups is that they are instantly “cloud ready.” If innovation moves at the pace of IT, then your company is in trouble. Why? Because your data center will not keep up with frenetic pace AWS, Microsoft and Google are rolling out new capabilities. In his session at 20th Cloud Expo, Don Browning, VP of Cloud Architecture at Turner, posited that disruption is inevitable for comp...
Companies have always been concerned that traditional enterprise software is slow and complex to install, often disrupting critical and time-sensitive operations during roll-out. With the growing need to integrate new digital technologies into the enterprise to transform business processes, this concern has become even more pressing. A 2016 Panorama Consulting Solutions study revealed that enterprise resource planning (ERP) projects took an average of 21 months to install, with 57 percent of th...
In 2014, Amazon announced a new form of compute called Lambda. We didn't know it at the time, but this represented a fundamental shift in what we expect from cloud computing. Now, all of the major cloud computing vendors want to take part in this disruptive technology. In his session at 20th Cloud Expo, Doug Vanderweide, an instructor at Linux Academy, discussed why major players like AWS, Microsoft Azure, IBM Bluemix, and Google Cloud Platform are all trying to sidestep VMs and containers wit...
New competitors, disruptive technologies, and growing expectations are pushing every business to both adopt and deliver new digital services. This ‘Digital Transformation’ demands rapid delivery and continuous iteration of new competitive services via multiple channels, which in turn demands new service delivery techniques – including DevOps. In this power panel at @DevOpsSummit 20th Cloud Expo, moderated by DevOps Conference Co-Chair Andi Mann, panelists examined how DevOps helps to meet the de...
"We are a monitoring company. We work with Salesforce, BBC, and quite a few other big logos. We basically provide monitoring for them, structure for their cloud services and we fit into the DevOps world" explained David Gildeh, Co-founder and CEO of Outlyer, in this SYS-CON.tv interview at DevOps Summit at 20th Cloud Expo, held June 6-8, 2017, at the Javits Center in New York City, NY.
"When we talk about cloud without compromise what we're talking about is that when people think about 'I need the flexibility of the cloud' - it's the ability to create applications and run them in a cloud environment that's far more flexible,” explained Matthew Finnie, CTO of Interoute, in this SYS-CON.tv interview at 20th Cloud Expo, held June 6-8, 2017, at the Javits Center in New York City, NY.
Colocation is a central pillar of modern enterprise infrastructure planning because it provides greater control, insight, and performance than managed platforms. In spite of the inexorable rise of the cloud, most businesses with extensive IT hardware requirements choose to host their infrastructure in colocation data centers. According to a recent IDC survey, more than half of the businesses questioned use colocation services, and the number is even higher among established businesses and busine...
For most organizations, the move to hybrid cloud is now a question of when, not if. Fully 82% of enterprises plan to have a hybrid cloud strategy this year, according to Infoholic Research. The worldwide hybrid cloud computing market is expected to grow about 34% annually over the next five years, reaching $241.13 billion by 2022. Companies are embracing hybrid cloud because of the many advantages it offers compared to relying on a single provider for all of their cloud needs. Hybrid offers bala...
@DevOpsSummit at Cloud Expo taking place Oct 31 - Nov 2, 2017, at the Santa Clara Convention Center, Santa Clara, CA, is co-located with the 21st International Cloud Expo and will feature technical sessions from a rock star conference faculty and the leading industry players in the world. The widespread success of cloud computing is driving the DevOps revolution in enterprise IT. Now as never before, development teams must communicate and collaborate in a dynamic, 24/7/365 environment. There is ...
For organizations that have amassed large sums of software complexity, taking a microservices approach is the first step toward DevOps and continuous improvement / development. Integrating system-level analysis with microservices makes it easier to change and add functionality to applications at any time without the increase of risk. Before you start big transformation projects or a cloud migration, make sure these changes won’t take down your entire organization.
Microservices are increasingly used in the development world as developers work to create larger, more complex applications that are better developed and managed as a combination of smaller services that work cohesively together for larger, application-wide functionality. Tools such as Service Fabric are rising to meet the need to think about and build apps using a piece-by-piece methodology that is, frankly, less mind-boggling than considering the whole of the application at once. Today, we'll ...
What's the role of an IT self-service portal when you get to continuous delivery and Infrastructure as Code? This general session showed how to create the continuous delivery culture and eight accelerators for leading the change. Don Demcsak is a DevOps and Cloud Native Modernization Principal for Dell EMC based out of New Jersey. He is a former, long time, Microsoft Most Valuable Professional, specializing in building and architecting Application Delivery Pipelines for hybrid legacy, and cloud ...
21st International Cloud Expo, taking place October 31 - November 2, 2017, at the Santa Clara Convention Center in Santa Clara, CA, will feature technical sessions from a rock star conference faculty and the leading industry players in the world. Cloud computing is now being embraced by a majority of enterprises of all sizes. Yesterday's debate about public vs. private has transformed into the reality of hybrid cloud: a recent survey shows that 74% of enterprises have a hybrid cloud strategy. Me...
Cloud Expo, Inc. has announced today that Andi Mann and Aruna Ravichandran have been named Co-Chairs of @DevOpsSummit at Cloud Expo Silicon Valley which will take place Oct. 31-Nov. 2, 2017, at the Santa Clara Convention Center in Santa Clara, CA. "DevOps is at the intersection of technology and business-optimizing tools, organizations and processes to bring measurable improvements in productivity and profitability," said Aruna Ravichandran, vice president, DevOps product and solutions marketing...
In his session at Cloud Expo, Alan Winters, an entertainment executive/TV producer turned serial entrepreneur, presented a success story of an entrepreneur who has both suffered through and benefited from offshore development across multiple businesses: The smart choice, or how to select the right offshore development partner Warning signs, or how to minimize chances of making the wrong choice Collaboration, or how to establish the most effective work processes Budget control, or how to ma...
SYS-CON Events announced today that CA Technologies has been named "Platinum Sponsor" of SYS-CON's 21st International Cloud Expo®, which will take place October 31-November 2, 2017, at the Santa Clara Convention Center in Santa Clara, CA. CA Technologies helps customers succeed in a future where every business - from apparel to energy - is being rewritten by software. From planning to development to management to security, CA creates software that fuels transformation for companies in the applic...