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Transcript of To_Infinity_and_Beyond_2012_Big_Data_Internet_Scale_Update_4Q12_John_Sing
© 2012 IBM Corporation
sGE01
To Infinity and Beyond 2012Big Data Internet Scale Update
John Sing
IBM STG Asia Pacific Technical Symposia – Auckland | New Zealand | November 2012
Opening video: http://www.youtube.com/watch?v=CxQHwmhJXX4
Opening video
© 2012 IBM Corporation2
IBM STG Asia Pacific Technical Symposia – Auckland | New Zealand | November 2012sGE01
2
IBMTECHU.COM IBMTECHU.COM
IBM STG Technical Universities & Conferences web portal
Direct link: ibmtechu.com/nz
KEY FEATURES...
– Create a personal agenda using the agenda planner– View the agenda and agenda changes– Use the agenda search to find the sessions and/or – Download presentations– Submit Session and Conference Evaluations
© 2012 IBM Corporation3
IBM STG Asia Pacific Technical Symposia – Auckland | New Zealand | November 2012sGE01
3
IBMTECHU.COMIBMTECHU.COM
© 2012 IBM Corporation4
IBM STG Asia Pacific Technical Symposia – Auckland | New Zealand | November 2012sGE01
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Evaluations are Online! Evaluations are Online! IBMTECHU.COM/NZ
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© 2012 IBM Corporation5
IBM STG Asia Pacific Technical Symposia – Auckland | New Zealand | November 2012sGE01
John Sing 31 years of experience with IBM in high end servers, storage, and software– 2009 - Present: IBM Executive Strategy Consultant: IT Strategy and Planning, Enterprise
Large Scale Storage, Internet Scale Workloads and Data Center Design, Big Data Analytics, HA/DR/BC
– 2002-2008: IBM IT Data Center Strategy, Large Scale Systems, Business Continuity, HA/DR/BC, IBM Storage
– 1998-2001: IBM Storage Subsystems Group - Enterprise Storage Server Marketing Manager, Planner for ESS Copy Services (FlashCopy, PPRC, XRC, Metro Mirror, Global Mirror)
– 1994-1998: IBM Hong Kong, IBM China Marketing Specialist for High-End Storage– 1989-1994: IBM USA Systems Center Specialist for High-End S/390 processors– 1982-1989: IBM USA Marketing Specialist for S/370, S/390 customers (including VSE
and VSE/ESA)
IBM colleagues may access my intranet webpage:– http://snjgsa.ibm.com/~singj/
You may follow my daily IT research blog– http://www.delicious.com/atsf_arizona
You may follow me on Slideshare.net:– http://www.slideshare.net/johnsing1
My LinkedIn:– http://www.linkedin.com/in/johnsing
© 2012 IBM Corporation7
IBM STG Asia Pacific Technical Symposia – Auckland | New Zealand | November 2012sGE01
Agenda
1. Exploiting the Big Opportunity: Data, Data, Data! Real-time Data Factories
Bandwidth created “The Cloud”
Internet Scale Data Center architectures house internet scale data
2. Disruptive Innovation in Today’s IT World The Non-Traditional Competitor
The mobile Web 3.0
3. Principles, collaboration for a successful IT Future
Inter-disciplinaryInter-
Disciplinary
© 2012 IBM Corporation8
IBM STG Asia Pacific Technical Symposia – Auckland | New Zealand | November 2012sGE01
Part 1: Exploiting the Opportunity: Data! Data! Data!
1. Exploiting the Big Opportunity: Data, Data, Data!
Real-time Data Factories
Bandwidth created “The Cloud”
Internet Scale Data Center Architectures house internet scale data
© 2012 IBM Corporation9
IBM STG Asia Pacific Technical Symposia – Auckland | New Zealand | November 2012sGE01
The nature of workloads is rapidly shifting….
Rapid unstructured data growth
Unstructured data workloads
=
Traditional OLTP,
database
© 2012 IBM Corporation10
IBM STG Asia Pacific Technical Symposia – Auckland | New Zealand | November 2012sGE01
Humans collecting useful data on massive scale
Chart in public domain: IEEE Massive File Storage presentation, author: Bill Kramer, NCSA: http://storageconference.org/2010/Presentations/MSST/1.Kramer.pdf
© 2012 IBM Corporation11
IBM STG Asia Pacific Technical Symposia – Auckland | New Zealand | November 2012sGE01
Unmanned Aerial Surveillance (UAS)
http://www.hawkeyeuav.com/ , http://www.gatewing.com/ , http://www.sensefly.com/ http://www.aeryon.com/products.html http://www.leptron.com/corporate/products/
© 2012 IBM Corporation12
IBM STG Asia Pacific Technical Symposia – Auckland | New Zealand | November 2012sGE01
http://www.gim-international.com/issues/articles/id1306-Mapping_with_Mobile_Lidar.html
http://www.sparpointgroup.com/News/Vol09No37-New-feature-extraction-tool-for-lidar/
http://www.lidarnews.com/PDF/LiDARMagazine_Amadori-UtilityVegetationManagement_Vol2No5.pdf
Light Detection and Ranging (LiDAR)
http://www.southernmapping.com/methodology.php
http://www.profsurv.com/magazine/article.aspx?i=70599
© 2012 IBM Corporation13
IBM STG Asia Pacific Technical Symposia – Auckland | New Zealand | November 2012sGE01
We are building real-time, integrated stream computing on massive scale
n d
Inter-
Disciplinary
Chart in public domain: IEEE Massive File Storage presentation, author: Bill Kramer, NCSA: http://storageconference.org/2010/Presentations/MSST/1.Kramer.pdf
© 2012 IBM Corporation14
IBM STG Asia Pacific Technical Symposia – Auckland | New Zealand | November 2012sGE01
IBM Predictive Analytics: Movement in a City
•10 minute-ahead volume forecast (blue) vs. actual value (black)
•10 minute-ahead speed forecast (blue) vs. actual value (black).
Blue line: IBM analytics prediction 10 minutes in advanceBlack line: actual result
© 2012 IBM Corporation15
IBM STG Asia Pacific Technical Symposia – Auckland | New Zealand | November 2012sGE01
IBM Predictive Analytics Ensuring Public Safety:Let’s play video 1st
Memphis Blue CRUSH MapMemphis Blue CRUSH Map
http://www.youtube.com/watch?v=_ZyU6po_E74
Blue CRUSH predictive analysis for officer deployment & risk management generated easy-to-read crime maps every four hours
Richmond, VA: Violent crime decreased in the first year by 32%, another 40% thereafter, moving Richmond from #5 on the list of the most dangerous US cities to #99
© 2012 IBM Corporation16
IBM STG Asia Pacific Technical Symposia – Auckland | New Zealand | November 2012sGE01
A new class of data-rich industries is emerging
Today’s Hyperscale Data Companies
New business models: company’s value based on amount of information stored, exploited
Tomorrow’s Hyperscale Data Companies
Aerospace
Banking
Energy
Government
Healthcare
Insurance
Manufacturing
Media andEntertainment
Retail
3.5 PB in 20101 TB CT scanner → 2.5 PB/Year/Scanner
20 PB in 2011Grow 300 TB per month, every month
ExamplesIndustries
Healthcare
Provider
Claims
Processor
© 2012 IBM Corporation17
IBM STG Asia Pacific Technical Symposia – Auckland | New Zealand | November 2012sGE01
McKinsey Global Report on Big Data – May 2011
Number of Big Data scientists and mgrs
needed in USA
http://www.mckinsey.com/mgi/publications/big_data/index.asp
© 2012 IBM Corporation18
IBM STG Asia Pacific Technical Symposia – Auckland | New Zealand | November 2012sGE01
Will Big Data Change the Way We Compete? Already Has!
Finance
Information
Healthcare
Ease ofcapture
Value
http://www.mckinsey.com/Insights/MGI/Research/Technology_and_Innovation/Big_data_The_next_frontier_for_innovation
© 2012 IBM Corporation19
IBM STG Asia Pacific Technical Symposia – Auckland | New Zealand | November 2012sGE01
Glo
bal
Dat
a V
olu
me
in E
xab
ytes
Sens
ors
(Inte
rnet
of T
hing
s)
Multiple sources: IDC,Cisco
100
90
80
70
60
50
40
30
20
10
Agg
rega
te U
ncer
tain
ty %
VoIP
9000
8000
7000
6000
5000
4000
3000
2000
1000
0
2005 2010 2015
The Big Data opportunity is huge
Enterprise Data
2015: # networked devices 2x global population
Social Media
(video, audio and text)
Total # social media accounts > global population.
© 2012 IBM Corporation20
IBM STG Asia Pacific Technical Symposia – Auckland | New Zealand | November 2012sGE01
Worldwide, Broadband Internet Speeds are Zooming
Inter-
Disciplinary
http://gigaom.com/broadband/worldwide-broadband-demand-speeds-are-zooming/
© 2012 IBM Corporation21
IBM STG Asia Pacific Technical Symposia – Auckland | New Zealand | November 2012sGE01
End user average connection speed
State of worldwide Internet: average Internet user connection speed
End user average
connection speed
http://www.akamai.com/stateoftheinternet/
© 2012 IBM Corporation22
IBM STG Asia Pacific Technical Symposia – Auckland | New Zealand | November 2012sGE01
Growth ofThe Cloudby 2016
Mobile
Geo-locational
Real-time data
Shift to cloud mega-data centers
http://www.datacenterknowledge.com/archives/2012/10/23/cisco-releases-2nd-annual-global-cloud-index/
Source:
© 2012 IBM Corporation23
IBM STG Asia Pacific Technical Symposia – Auckland | New Zealand | November 2012sGE01
How Big is the World? - 1
http://wikibon.org/blog/how-big-is-the-world-of-cloud-computing-infographic/
This is significant
Cheaper7.1x5.7x7.3x
NetworkStorageAdmins
© 2012 IBM Corporation24
IBM STG Asia Pacific Technical Symposia – Auckland | New Zealand | November 2012sGE01
Bandwidth Availability created “The Cloud”…………
Worldwide bandwidth
Pervasive web services delivery model –(i.e. “The Cloud”)
Data centers with massive amounts:–Processors–Storage–Network
© 2012 IBM Corporation25
IBM STG Asia Pacific Technical Symposia – Auckland | New Zealand | November 2012sGE01
Bandwidth and the Cloud….. Internet-scale centers…..
Data: –10s / 100s petabytes
Servers: –100,000s ….
Workloads:–Require server clusters of 100s, 1000s, 10,000, more …..
© 2012 IBM Corporation26
IBM STG Asia Pacific Technical Symposia – Auckland | New Zealand | November 2012sGE01
http://wikibon.org/blog/wp-content/uploads/2011/10/5-top-data-centers.html
© 2012 IBM Corporation27
IBM STG Asia Pacific Technical Symposia – Auckland | New Zealand | November 2012sGE01
Large Data Centers in past 2 years
10. SUPERNAP, LAS VEGAS, 407,000 SF
9A and 9B. MICROSOFT QUINCY AND SAN ANTONIO DATA CENTERS, 470,000 S
http://www.datacenterknowledge.com/special-report-the-worlds-largest-data-centers/largest-data-centers-supernap-microsoft-dft/#supernap
http://www.datacenterknowledge.com/special-report-the-worlds-largest-data-centers/largest-data-centers-supernap-microsoft-dft/#quincy
© 2012 IBM Corporation28
IBM STG Asia Pacific Technical Symposia – Auckland | New Zealand | November 2012sGE01
Container Data Center Architecture 7. PHOENIX ONE, PHOENIX, ARIZ. 538,000 SF
5. MICROSOFT CHICAGO DATA CENTER, Chicago 700,000 SF
2. QTS METRO DATA CENTER, ATLANTA, 990,000 SF
Microsoft’s Chicago Container Data Center
http://www.datacenterknowledge.com/special-report-the-worlds-largest-data-centers/largest-data-centers-io-data-centers-microsoft/#phoenixone http://www.datacenterknowledge.com/special-report-the-worlds-largest-data-centers/largest-data-centers-io-data-centers-microsoft/#chicago http://www.datacenterknowledge.com/special-report-the-worlds-largest-data-centers/largest-data-centers-ngd-terremark-qts/#qts
© 2012 IBM Corporation29
IBM STG Asia Pacific Technical Symposia – Auckland | New Zealand | November 2012sGE01
More data centers….
4. NEXT GENERATION DATA EUROPE, WALES 750,000 SF
3. NAP OF THE AMERICAS, MIAMI, 750,000 SF
1. 350 EAST CERMAK, CHICAGO, 1.1 MILLION SQUARE FEET
© 2012 IBM Corporation30
IBM STG Asia Pacific Technical Symposia – Auckland | New Zealand | November 2012sGE01
2012: Other large world data centers
Tulip Telecom, India, Bangalore
China to build 6.2 M sq feet data center by 2016
Amadeus, Erding, Germany
Utah Data Center, US Govt, 1M sq feet
http://www.datacenterknowledge.com/archives/2012/02/08/tulip-ibm-team-on-huge-data-center-in-india/ http://www.youtube.com/watch?v=-h5RYflgBcM
© 2012 IBM Corporation31
IBM STG Asia Pacific Technical Symposia – Auckland | New Zealand | November 2012sGE01
Now….. what about the web giants?
i.e. Apple, Facebook, Google, Amazon, etc?
That’s Big!
http://www.fastcompany.com/magazine/160/tech-wars-2012-amazon-apple-google-facebook
© 2012 IBM Corporation32
IBM STG Asia Pacific Technical Symposia – Auckland | New Zealand | November 2012sGE01
AppleHere’s what powers iCloud, see Jobs at WWDC 2011 iCloud announce (YouTube)
Rendering of Apple's new North Carolina Data Center. Credit: Apple
Apple Data Center
FAQ
Maiden, North Carolina 500K sq ftUSD $1Billion
Apple Data Center Newark, California
Under construction: Prineville, Oregon
iCloud
http://gigaom.com/cloud/apple-launches-icloud-heres-what-powers-it/ http://www.youtube.com/watch?v=IPNZAvX1yEs http://www.theregister.co.uk/2012/02/21/apple_new_data_center/ http://www.datacenterknowledge.com/archives/2011/05/18/apple-adding-data-center-in-silicon-valley/
© 2012 IBM Corporation33
IBM STG Asia Pacific Technical Symposia – Auckland | New Zealand | November 2012sGE01
Lulea, Sweden - 290K sq ft (27K sq meters) by late 2012
http://www.datacenterknowledge.com/archives/2012/04/20/facebooks-north-carolina-data-center-goes-live/ http://www.wired.com/wiredenterprise/2011/12/facebook-data-center/all/1 https://www.facebook.com/note.php?note_id=469716398919
© 2012 IBM Corporation34
IBM STG Asia Pacific Technical Symposia – Auckland | New Zealand | November 2012sGE01
Amazon Web Services
Amazon Web Services 1Q12: 450,000 servers
Amazon Perdix Modular Datacenter
EC2 17K core, 240 teraflop cluster 42nd fastest supercomputer in world
450,000servers
905 billionobjects
650Kreq/sec
http://aws.typepad.com/aws/2012/04/amazon-s3-905-billion-objects-and-650000-requestssecond.html http://gigaom.com/cloud/how-big-is-amazon-web-services-bigger-than-a-billion/
© 2012 IBM Corporation35
IBM STG Asia Pacific Technical Symposia – Auckland | New Zealand | November 2012sGE01
What is Google? Google is not a search engine
Google is a real-time “Data Factory” ecosystem
– Defacto organizer of all human internet data
– Worldwide Patterns of Life data
– Android ingest / output devices• Motorola Wireless acquired $12B
– Supporting businesses and ecosystem roles:• Google+, Play, Shop, Books, Gmail, Docs• Voice recognition
The history of search engine http://www.wordstream.com/articles/internet-search-engines-history
Inter-
Disciplinary
© 2012 IBM Corporation36
IBM STG Asia Pacific Technical Symposia – Auckland | New Zealand | November 2012sGE01
Google Data Centers
in 2008:
© 2012 IBM Corporation37
IBM STG Asia Pacific Technical Symposia – Auckland | New Zealand | November 2012sGE01
Google Data Center Photo Gallery
http://www.google.com/about/datacenters/gallery/#/
© 2012 IBM Corporation38
IBM STG Asia Pacific Technical Symposia – Auckland | New Zealand | November 2012sGE01
Google Data Center CAPEX worldwide
Capital expenditures on datacenters:– 1Q12: USD$ 607M– 2011: USD$ 3.4B– 2010: USD$ 4.0B– 2009: USD$ 809M
Each data center between $200M and
$600M
The Dalles, Oregon
http://www.datacenterknowledge.com/archives/2012/04/13/google-data-center-spending-recedes-to-607m/
© 2012 IBM Corporation39
IBM STG Asia Pacific Technical Symposia – Auckland | New Zealand | November 2012sGE01
Traditional IT vs. Internet Scale Workload Data Center
Source: Egan Ford, IBM Distinguished Engineer, Budapest xCL01 OpenStack presentation: http://xmission.com/~egan/cloud/Source: http://it20.info/2012/02/the-cloud-magic-rectangle-tm/
© 2012 IBM Corporation40
IBM STG Asia Pacific Technical Symposia – Auckland | New Zealand | November 2012sGE01
Part 2: Disruptive Innovation
2. Disruptive Innovation in Today’s IT World
The Non-Traditional Competitor
Big Data, mobile Web 3.0
© 2012 IBM Corporation41
IBM STG Asia Pacific Technical Symposia – Auckland | New Zealand | November 2012sGE01
With all this opportunity……. Why is this Disruptive Change flat-lining traditional consumer PC / desktop manufacturers?
PC / laptop stalwarts
Unsuccessful in shift
To mobile
http://gigaom.com/2012/09/01/hp-dell-and-the-paradox-of-the-disrupted/
PC/laptopmarket value
big decreases
Cloud / mobilemarket value
*bigger increases*
Mar
ket
Cap
italiz
atio
n
© 2012 IBM Corporation42
IBM STG Asia Pacific Technical Symposia – Auckland | New Zealand | November 2012sGE01
Observe: how fast mobile internet grows by 2014
By 2014:
Mobile will be main way
Of connecting to Internet
Inter-
Disciplinary
http://www.digitalbuzzblog.com/2011-mobile-statistics-stats-facts-marketing-infographic
© 2012 IBM Corporation43
IBM STG Asia Pacific Technical Symposia – Auckland | New Zealand | November 2012sGE01
Disruptive Innovation
Definition:
Create new market and value
Eventually disrupts existing
Displaces earlier technology
Clayton ChristensenHarvard Business School
http://en.wikipedia.org/wiki/Disruptive_innovation
© 2012 IBM Corporation44
IBM STG Asia Pacific Technical Symposia – Auckland | New Zealand | November 2012sGE01
Disruptive Innovation
Not “advanced technologies”
Inferior yet “good enough”
Novel combinations
Starts low end
Grows up-market–“low end
disruption”
Clayton ChristensenHarvard Business School
http://en.wikipedia.org/wiki/Disruptive_innovation
© 2012 IBM Corporation45
IBM STG Asia Pacific Technical Symposia – Auckland | New Zealand | November 2012sGE01
Disruptive Innovation
Learn lessons
Watch today’s world
Illustrative examples only
© 2012 IBM Corporation46
IBM STG Asia Pacific Technical Symposia – Auckland | New Zealand | November 2012sGE01
Disruptive Innovation
“Consumerization”
Not just technology
Delivery models (cloud)
Business models
Ecosystems
Clayton ChristensenHarvard Business School
http://en.wikipedia.org/wiki/Disruptive_innovation
© 2012 IBM Corporation47
IBM STG Asia Pacific Technical Symposia – Auckland | New Zealand | November 2012sGE01
Mobile will affect all business models…
Mobile =
Geo-locational superfood
Real-time analytics
http://www.digitalbuzzblog.com/2011-mobile-statistics-stats-facts-marketing-infographic
© 2012 IBM Corporation48
IBM STG Asia Pacific Technical Symposia – Auckland | New Zealand | November 2012sGE01
Cloud-scale Data Centers required for: Data Supertransformagicability
TaxiWiz
HousingMaps
Source: http://mashable.com/2007/07/11/google-maps-mashups-2/
Weatherbug
© 2012 IBM Corporation49
IBM STG Asia Pacific Technical Symposia – Auckland | New Zealand | November 2012sGE01
By 2016, how much mobile data? What kind?
2012:–Mobile-connected
devices > # people
2016:–10 billion mobile devices–(world population: 7.3 B)
http://www.cisco.com/en/US/solutions/collateral/ns341/ns525/ns537/ns705/ns827/white_paper_c11-520862.html
Smartphones 48%
Web data,video70%
© 2012 IBM Corporation50
IBM STG Asia Pacific Technical Symposia – Auckland | New Zealand | November 2012sGE01
Will Big Data, Internet Cloud data centers, mobile-centric business models affect the way we compete? Implement IT?
Yes, it will!
Let’s see one more video
http://www.youtube.com/watch?v=EdSd32nbtoA
© 2012 IBM Corporation51
IBM STG Asia Pacific Technical Symposia – Auckland | New Zealand | November 2012sGE01
Disruptive Innovation
Big Data / Cloud on disruptive path
Traditional IT still around but….
Newer technologies disrupt all platforms
Clayton ChristensenHarvard Business School
What will the effect be on your business model?
Inter-
Disciplinary
© 2012 IBM Corporation52
IBM STG Asia Pacific Technical Symposia – Auckland | New Zealand | November 2012sGE01
It’s NOT your Traditional competitors you need worry about
Blockbuster 2002:
“Online video not viable”
“Niche market”
2011: 24 million Netflix customers
2010: Blockbuster files for bankruptcy
http://hbswk.hbs.edu/item/7007.html
© 2012 IBM Corporation53
IBM STG Asia Pacific Technical Symposia – Auckland | New Zealand | November 2012sGE01
It’s NOT your Traditional competitors you need worry about
Illustrative examples only
http://www.tatango.com/blog/time-spent-on-mobile-devices-outpaces-newspapers-and-magazines/
© 2012 IBM Corporation54
IBM STG Asia Pacific Technical Symposia – Auckland | New Zealand | November 2012sGE01
Today, customers have many non-traditional alternatives
Traditional alternatives:
Other platforms
Other vendors
Non-traditional alternatives: – The Cloud, the Developing World
What will the effect be on your business model?
© 2012 IBM Corporation55
IBM STG Asia Pacific Technical Symposia – Auckland | New Zealand | November 2012sGE01
Internet-scale application stack summary
User Interface LayerReports, Dashboards, Mashups, Search,
Ad hoc reporting, Spreadsheets
Analytic Process LayerReal-time computing and analysis, stream computing, entity analytics, data mining, data proximity, content
management, text analytics, etc.
Infrastructure layerVirtualization, central end to end management, control,
deployment on software, server, storage in a geographically dispersed environment
Users
Secu
rityau
tho
rization
OS software
Location ofcompetitive advantage
applications. Does all workload balance,
redundancy
Cloud infrastructureServers, storage
Unstructured data is the growth workload
Compute power = visualization layer
Data, I/O = analytic layer
© 2012 IBM Corporation56
IBM STG Asia Pacific Technical Symposia – Auckland | New Zealand | November 2012sGE01
You want a partner like IBM that covers the entire modern inter-disciplineIT stack
User Interface LayerReports, Dashboards, Mashups, Search,
Ad hoc reporting, Spreadsheets
Analytic Process LayerReal-time computing and analysis, stream computing, entity analytics, data mining, data proximity, content
management, text analytics, etc.
Infrastructure layerVirtualization, central end to end management, control,
deployment on software, server, storage in a geographically dispersed environment
Users
Secu
rityau
tho
rization
STG Virtualization
IBM Software Group
Big InsightsInfoStreams
IBM Cloud infrastructureSTG Servers, Storage
IBM Analytics
IBM SWG, Services
IBM SWG, Services
© 2012 IBM Corporation57
IBM STG Asia Pacific Technical Symposia – Auckland | New Zealand | November 2012sGE01
Part 3: Principles for a successful IT Future
Plans
Meld / meet / build readiness
Use, exploit, thrive
© 2012 IBM Corporation58
IBM STG Asia Pacific Technical Symposia – Auckland | New Zealand | November 2012sGE01
Big Positioning picture
TraditionalIT
Sto
rag
e r
eq’d
: G
B,
TB
, P
B
$ /
serv
er,
sto
rag
e
DataWarehouse
BigData,
Internetscale
TraditionalIT
DataWarehouse
BigData,
Internetscale
© 2012 IBM Corporation59
IBM STG Asia Pacific Technical Symposia – Auckland | New Zealand | November 2012sGE01
Big Positioning picture
TraditionalIT
Sto
rag
e r
eq’d
: G
B,
TB
, P
B
$ /
serv
er.
stro
age
DataWarehouse
TraditionalIT
DataWarehouse
CurrentIT
architectures
Growth areas
Mobile, Cloud
Growth areas
Mobile, Cloud
BigData
Internetscale
BigData
Internetscale
Current IT architectures
© 2012 IBM Corporation60
IBM STG Asia Pacific Technical Symposia – Auckland | New Zealand | November 2012sGE01
Build new, different skill sets
TraditionalIT
Sto
rag
e r
eq’d
: G
B,
TB
, P
B
$ /
serv
er,
sto
rag
e
DataWarehouse
BigData
Internetscale
TraditionalIT
DataWarehouse
BigData
Internetscale
Current IT architectures
Traditional IT workload
Highly parallelized internet scale architecture
Integrated E2E software centric
Current ITarchitectures
© 2012 IBM Corporation61
IBM STG Asia Pacific Technical Symposia – Auckland | New Zealand | November 2012sGE01
Key strategy
$ /
serv
er,
sto
rag
e
TraditionalIT
DataWarehouse
BigData
Internetscale
Current ITarchitectures Traditional IT
architectures
Internet scale architectures
Continue modernize current traditional IT …
Architect new-gen
connectors, skills Architect future
expandability
Connect with– New generation
mobile-enabled workloads
http://www.slideshare.net/johnsing1/s-bd03-infinitybeyond2internetscaleworkloadsdatacenterdesignv6speaker
© 2012 IBM Corporation62
IBM STG Asia Pacific Technical Symposia – Auckland | New Zealand | November 2012sGE01
To successfully co-exist / thrive with new generation workloads
Understand Big Data / new gen workload environment
Successfully innovate new capabilities
Expand your understanding
Be the change you want your company to be
$ /
serv
er
TraditionalIT
DataWarehouse
BigData
Internetscale
Views new gen as powerful
partner Traditional IT architectures
Internet scale architectures
Views traditional IT as powerful
enabler
http://www.slideshare.net/johnsing1/s-bd03-infinitybeyond2internetscaleworkloadsdatacenterdesignv6speaker
© 2012 IBM Corporation63
IBM STG Asia Pacific Technical Symposia – Auckland | New Zealand | November 2012sGE01
Apply lessons from today to Traditional IT as best possible
Source: Egan Ford, IBM Distinguished Engineer, OpenStack presentation: http://xmission.com/~egan/cloud/Source: http://it20.info/2012/02/the-cloud-magic-rectangle-tm/
© 2012 IBM Corporation64
IBM STG Asia Pacific Technical Symposia – Auckland | New Zealand | November 2012sGE01
How to get ahead and thrive in this new world?
2012: devote 1st hour of day to keeping current
–No longer optional
Establish power-knowledge digital footprint, intelligently sharing what you find
–Don’t email what you find (too much email already)
–Use social networking, social bookmarking, blogs, etc
Become a power user of your smartphone’s ecosystem
Inter-
Disciplinary
© 2012 IBM Corporation65
IBM STG Asia Pacific Technical Symposia – Auckland | New Zealand | November 2012sGE01
Feel freeto use me as aresource
John Sing’sbookmarks
My external sources, daily IT research:– http://delicious.com/atsf_arizona
– http://www.linkedin.com/in/johnsing – http://www.slideshare.net/johnsing1
IBM colleagues may also see my IBM Intranet webpage:– http://snjgsa.ibm.com/~singj/ – http://snjgsa.ibm.com/~singj/public/sonas_index.html
© 2012 IBM Corporation66
IBM STG Asia Pacific Technical Symposia – Auckland | New Zealand | November 2012sGE01
Learning Points
1. Exploitation of the opportunity: Data, Data, Data!
Is being done in real-time Data Factories on internet scale today
Bandwidth will continue to create “The Cloud”
Understand and study how Internet Scale Data Center architectures house internet scale data
2. Hyper-pace of Disruptive Innovation in Today’s IT World
Beware the Non-Traditional Competitor
The Mobile Web 3.0 is already impacting all business models
3. Invest your 1st hour of every day in being a part of the future
Be the change you want your company to be
Inter-disciplinaryInter-
Disciplinary
© 2012 IBM Corporation67
IBM STG Asia Pacific Technical Symposia – Auckland | New Zealand | November 2012sGE01
Inter-disciplinary Disruptive Innovation:
Greatest opportunity to thrive we have yet seen
$ /
s
erv
er
TraditionalIT
DataWarehouse
BigData
Internetscale
Current ITTraditional IT
Internet scale workloads
New gen workloads
Identify inter-disciplinary new generation big data workloads,
business models
Know non-traditional competitors well
Develop / implement to meld, meet, use, exploit, thrive with new
reality
Inter-
discip
lina
ry
Exascale datacenters
Massive parallelism
E2E automation Mobile
Big DataApplications
CloudBusiness
Models
Inter-
Disciplinary
© 2012 IBM Corporation68
IBM STG Asia Pacific Technical Symposia – Auckland | New Zealand | November 2012sGE01
Together, let’s build a Smarter Planet
© 2012 IBM Corporation69
IBM STG Asia Pacific Technical Symposia – Auckland | New Zealand | November 2012sGE01
Recommend you download, read,this very informative IBM book
“Understanding Big Data” – Published April 2012– Free download– Well worth reading to understand components
of Big Data, and how to exploit
Part 1: The Big Deal about Big Data– Chapter 1 – What is Big Data? Hint: You’re a
Part of it Every Day– Chapter 2 – Why Big Data is Important– Chapter 3 – Why IBM for Big Data
Part II: Big Data: From the Technology Perspective
– Chapter 4 - All About Hadoop: The Big Data Lingo Chapter
– Chapter 5 – IBM InfoSphere Big Insights – Analytics for “At Rest” Big Data
– Chapter 6 – IBM InfoSphere Streams – Analytics for “In Motion” Big Data
http://public.dhe.ibm.com/common/ssi/ecm/en/iml14297usen/IML14297USEN.PDFDownload your free copy here
© 2012 IBM Corporation70
IBM STG Asia Pacific Technical Symposia – Auckland | New Zealand | November 2012sGE01
Applying the lessons from
Internet-scale Cloud Computing
to the Traditional data center
© 2012 IBM Corporation71
IBM STG Asia Pacific Technical Symposia – Auckland | New Zealand | November 2012sGE01
Today: two different types of IT
Source: http://it20.info/2012/02/the-cloud-magic-rectangle-tm/
Internet scale wkloadsTransactional IT
© 2012 IBM Corporation72
IBM STG Asia Pacific Technical Symposia – Auckland | New Zealand | November 2012sGE01
Today’s two major IT workload types
Source: http://it20.info/2012/02/the-cloud-magic-rectangle-tm/ Transactional IT Internet scale wkloads
© 2012 IBM Corporation73
IBM STG Asia Pacific Technical Symposia – Auckland | New Zealand | November 2012sGE01
How to build these two different clouds
Source: http://it20.info/2012/02/the-cloud-magic-rectangle-tm/
Transactional ITInternet scale wkloads
© 2012 IBM Corporation74
IBM STG Asia Pacific Technical Symposia – Auckland | New Zealand | November 2012sGE01
What You (Consumer) Get with These Clouds:
Source: http://it20.info/2012/02/the-cloud-magic-rectangle-tm/
© 2012 IBM Corporation75
IBM STG Asia Pacific Technical Symposia – Auckland | New Zealand | November 2012sGE01
Policy-based Traditional IT Clouds and Design-for-fail Internet Clouds are purpose optimized Infrastructure Management solutions
Policy-based Clouds
• Purpose optimized for longer-lived virtual machines managed by Server Administrator
• Centralizes enterprise server virtualization administration tasks
• High degree of flexibility designed to accommodate virtualization all workloads
• Significant focus on managing availability and QoS for long-lived workloads with level of isolation
• Characteristics derived from exploiting enterprise class hardware
• Legacy applications
Design-for-fail Clouds
• Purpose optimized for shorter-term virtual machines managed via end-user or automated process
• Decentralized control, embraces eventual consistency, focus on making “good enough” decisions
• High degree of standardization
• Significant focus on ensuring availability of control plane
• Characteristics driven by software
• New applications
© 2012 IBM Corporation76
IBM STG Asia Pacific Technical Symposia – Auckland | New Zealand | November 2012sGE01
Internet-scale
warehouse-level cloud data center
What’s biggest cost-savings element?
© 2012 IBM Corporation77
IBM STG Asia Pacific Technical Symposia – Auckland | New Zealand | November 2012sGE01
Internet Scale data center power components…
Image courtesy of DLB Associates: D. Dyer, “Current trends/challenges in datacenter thermal management—a facilities perspective,”presentation at ITHERM, San Diego, CA, June 1, 2006.“The Data Center as a Computer: Introduction to Warehouse Scale Computing”, figure 4-1, p.40 Barroso, Holzle
http://www.morganclaypool.com/doi/pdf/10.2200/S00193ED1V01Y200905CAC006
© 2012 IBM Corporation78
IBM STG Asia Pacific Technical Symposia – Auckland | New Zealand | November 2012sGE01
Breakdown of data center energy overheads
Image courtesy of ASHRAE “The Data Center as a Computer: Introduction to Warehouse Scale Computing”, figure 5-2, p.49 Barroso, Holzlehttp://www.morganclaypool.com/doi/pdf/10.2200/S00193ED1V01Y200905CAC006
Chiller alone is 33% of the cost
UPS alone is 18% of
construction cost
Physical cooling, UPS dominates the electrical power cost
© 2012 IBM Corporation79
IBM STG Asia Pacific Technical Symposia – Auckland | New Zealand | November 2012sGE01
construction cost of Internet Scale Data Center is Power / Cooling
Facebook’s North Carolina Data Center Goes Live
Facebook: Lulea, Sweden - 290K sq ft (27K sq meters) by late 2012
Facebook – Prinville, Oregon
Has spent $1B on it’s data centers
Open Compute Project
? Reducing power profile reduces
construction cost
© 2012 IBM Corporation80
IBM STG Asia Pacific Technical Symposia – Auckland | New Zealand | November 2012sGE01
Google claims its data centers use 50% less energy than competitors
Power Usage Effectiveness– PUE=1.14 means power overhead is
only 14%– Industry average is around 1.8
http://venturebeat.com/2012/03/26/google-data-centers-use-less-energy/
Industry average PUE is about 1.8
http://www.datacenterknowledge.com/archives/2011/05/10/uptime-institute-the-average-pue-is-1-8/
© 2012 IBM Corporation81
IBM STG Asia Pacific Technical Symposia – Auckland | New Zealand | November 2012sGE01
Modular Data Center
Value isn’t just time to delivery / flexibility
It’s also Higher Power density = lower construction cost
http://www.youtube.com/watch?v=zRwPSFpLX8I
© 2012 IBM Corporation82
IBM STG Asia Pacific Technical Symposia – Auckland | New Zealand | November 2012sGE01
That’s why you see such a big modern push on Container Data Centers:
7. PHOENIX ONE, PHOENIX, ARIZ. 538,000 SF
5. MICROSOFT CHICAGO DATA CENTER, Chicago 700,000 SF 2. QTS METRO DATA CENTER, ATLANTA, 990,000 SF
Microsoft’s Chicago Container Data Center
© 2012 IBM Corporation83
IBM STG Asia Pacific Technical Symposia – Auckland | New Zealand | November 2012sGE01
State of the Modular Data Center
Cyrus One 1 million sq ft “Massively Modular” data center under construction in Phoenix, Arizona
I/O Modular Data Center Assembly line
http://www.datacenterknowledge.com/archives/2012/05/17/cyrusone-going-massively-modular-in-phoenix/
http://www.datacenterknowledge.com/archives/2012/02/06/the-state-of-the-modular-data-center/
http://www.datacenterknowledge.com/archives/2012/01/30/inside-ios-modular-data-center-assembly-line/
Mismatch between rapid workload churn vs. 10+ year data center lifespan = modular data center characteristics strategic possibilities for
new build data centers
© 2012 IBM Corporation84
IBM STG Asia Pacific Technical Symposia – Auckland | New Zealand | November 2012sGE01
IBM internet-scale modern application stack:
User Interface LayerReports, Dashboards, Mashups, Search,
Ad hoc reporting, Spreadsheets
Analytic Process LayerReal-time computing and analysis, stream computing, entity analytics, data mining, data proximity, content
management, text analytics, etc.
Infrastructure layerVirtualization, central end to end management, control,
deployment on software, server, storage in a geographically dispersed environment
UsersS
ecurity
auth
orizatio
n
User interface
© 2012 IBM Corporation85
IBM STG Asia Pacific Technical Symposia – Auckland | New Zealand | November 2012sGE01
Analytics layer
User Interface LayerReports, Dashboards, Mashups, Search,
Ad hoc reporting, Spreadsheets
Analytic Process LayerReal-time computing and analysis, stream computing, entity analytics, data mining, data proximity, content
management, text analytics, etc.
Infrastructure layerVirtualization, central end to end management, control,
deployment on software, server, storage in a geographically dispersed environment
UsersS
ecurity
auth
orizatio
n
Analytics
© 2012 IBM Corporation86
IBM STG Asia Pacific Technical Symposia – Auckland | New Zealand | November 2012sGE01
IBM Analytics layer
User Interface LayerReports, Dashboards, Mashups, Search,
Ad hoc reporting, Spreadsheets
Analytic Process LayerReal-time computing and analysis, stream computing, entity analytics, data mining, data proximity, content
management, text analytics, etc.
Infrastructure layerVirtualization, central end to end management, control,
deployment on software, server, storage in a geographically dispersed environment
Users
Secu
rityau
tho
rization
Big Data AcceleratorsBig Data Accelerators
Open Source Foundation Components
Big Data Enterprise EnginesBig Data Enterprise Engines
Productivity Tools and OptimizationProductivity Tools and Optimization
InfoSphere BigInsightsInfoSphere Streams
Applications
Text
Image/Video
Financial
Times Series
Statistics
Mining
Geospatial
Mathematical
Workload Management and Optimization
Consumability and Management Tools
IBM Analytics
© 2012 IBM Corporation87
IBM STG Asia Pacific Technical Symposia – Auckland | New Zealand | November 2012sGE01
IBM Big Data Reference Architecture
87
Big Data AcceleratorsBig Data Accelerators
Eclipse Oozie Hadoop HBase Pig Lucene Jaql
Open Source Foundation Components
Big Data Enterprise EnginesBig Data Enterprise Engines
Productivity Tools and OptimizationProductivity Tools and Optimization
InfoSphere BigInsightsInfoSphere Streams
Connectors Applications Blueprints
Text
Image/Video
Financial
Times Series
Statistics
Mining
Geospatial
Mathematical
Acoustic
Workload Management and Optimization
Client and Partner Solutions
IBM Big Data Solutions
Consumability and Management Tools
Data Growth Management
InfoSphere Optim
Database
DB2
Data Warehouse
InfoSphere Warehouse
Master Data Management
InfoSphere MDM
Warehouse Appliance
IBM Netezza
Marketing
IBM Unica
Content Analytics
ECM
Business Analytics
Cognos & SPSS
Info
rSph
ere
Info
rmat
ion
Serv
er
© 2012 IBM Corporation88
IBM STG Asia Pacific Technical Symposia – Auckland | New Zealand | November 2012sGE01
Governance
Security, Resiliency & Performance
Cloud Service Provider
Common CloudManagement Platform (CCMP)
Operational Support Services (OSS)
Operational Support Services (OSS)
Cloud Services
Infrastructure-as-a-ServiceInfrastructure-as-a-Service
Platform-as-a-ServicePlatform-as-a-Service
Software-as-a-ServiceSoftware-as-a-Service
Business-Process-as-a-Service
Business-Process-as-a-Service
Partner CapabilitiesPartner Capabilities
Business Support Services
(BSS)
Business Support Services
(BSS)
Cloud Service
IntegrationTools
ConsumerIn-house IT
Cloud Service
IntegrationTools
Cloud Service
IntegrationTools
ConsumerIn-house ITConsumerIn-house IT
Service Creation
Tools
Service Creation
Tools
InfrastructureInfrastructure
Getting Cloud Right -- IBM Reference Architecture WhitepaperOpen Group Document
IBM’s Cloud Service Reference Architecture
© 2012 IBM Corporation89
IBM STG Asia Pacific Technical Symposia – Auckland | New Zealand | November 2012sGE01
Governance
Security, Resiliency, Performance & Consumability
Cloud ServiceCreator
Cloud Service ProviderCloud ServiceConsumer
Cloud Services
IaaS
PaaS
SaaS
BPaaS
Common CloudManagement Platform
Cloud Service Integration
Tools
Consumer In-house IT
Infrastructure
Middleware
Applications
Business Processes
OSS – Operational Support Services
BSS – Business Support Services
Subscription Management Pricing
Entitlement Management
Metering Rating Billing
Clearing & Settlement
Accounts Payable
Accounts Receivable
Customer Account
Management
Service Offering Catalog
Service Offering
Management
Contracts & Agreement
Management
Service Request
Management
Order Management
TransitionManager
DeploymentArchitect
OperationsManager
Service Provider Portal & API
Consumer Administrator
Consumer BusinessManager
Consumer End user
Service Creation Tools
Service Management Development
Tools
Service Runtime Development
Tools
Software Development
Tools
Image Creation Tools
Service Component Developer
Inf rastructure
Security &Risk Manager
CustomerCare
ServiceManager
BusinessManager
Service Composer
OfferingManager
ServiceIntegrator
Service M
anagement
Service C
onsumer P
ortal & A
PI
Service D
evelopment
Portal &
AP
I
AP
I
AP
I
AP
I
AP
I
Existing & 3rd party services, Partner
Ecosystems
ProvisioningIncident & Problem
Management
IT Service Level
Management
Service Automation Management
Service Delivery Catalog
Service Request
Management
Change & Configuration Management
Image Lifecycle
Management
Monitoring & Event
Management
IT Asset & License
Management
Capacity & Performance Management
Platform & Virtualization Management
Infr
astr
uctu
reM
gm
t Int
erfa
ces
Pla
tform
Mg
mt
Inte
rfac
esS
oftw
are
Mg
mt
Inte
rfac
esB
P M
gm
tIn
terf
aces
Management Architecture
© 2012 IBM Corporation90
IBM STG Asia Pacific Technical Symposia – Auckland | New Zealand | November 2012sGE01
Acknowledgements, disclaimers and trademarks
Adobe, the Adobe logo, PostScript, and the PostScript logo are either registered trademarks or trademarks of Adobe Systems Incorporated in the United States, and/or other countries. IT Infrastructure Library is a registered trademark of the Central Computer and Telecommunications Agency which is now part of the Office of Government Commerce. Intel, Intel logo, Intel Inside, Intel Inside logo, Intel Centrino, Intel Centrino logo, Celeron, Intel Xeon, Intel SpeedStep, Itanium, and Pentium are trademarks or registered trademarks of Intel Corporation or its subsidiaries in the United States and other countries. Linux is a registered trademark of Linus Torvalds in the United States, other countries, or both. Microsoft, Windows, Windows NT, and the Windows logo are trademarks of Microsoft Corporation in the United States, other countries, or both. ITIL is a registered trademark, and a registered community trademark of the Office of Government Commerce, and is registered in the U.S. Patent and Trademark Office. UNIX is a registered trademark of The Open Group in the United States and other countries. Java and all Java-based trademarks and logos are trademarks or registered trademarks of Oracle and/or its affiliates. Cell Broadband Engine is a trademark of Sony Computer Entertainment, Inc. in the United States, other countries, or both and is used under license therefrom. Linear Tape-Open, LTO, the LTO Logo, Ultrium, and the Ultrium logo are trademarks of HP, IBM Corp. and Quantum in the U.S. and other countries.
Other product and service names might be trademarks of IBM or other companies. Information is provided "AS IS" without warranty of any kind.
The customer examples described are presented as illustrations of how those customers have used IBM products and the results they may have achieved. Actual environmental costs and performance characteristics may vary by customer.
Information concerning non-IBM products was obtained from a supplier of these products, published announcement material, or other publicly available sources and does not constitute an endorsement of such products by IBM. Sources for non-IBM list prices and performance numbers are taken from publicly available information, including vendor announcements and vendor worldwide homepages. IBM has not tested these products and cannot confirm the accuracy of performance, capability, or any other claims related to non-IBM products. Questions on the capability of non-IBM products should be addressed to the supplier of those products.
All statements regarding IBM future direction and intent are subject to change or withdrawal without notice, and represent goals and objectives only.
Some information addresses anticipated future capabilities. Such information is not intended as a definitive statement of a commitment to specific levels of performance, function or delivery schedules with respect to any future products. Such commitments are only made in IBM product announcements. The information is presented here to communicate IBM's current investment and development activities as a good faith effort to help with our customers' future planning.
Performance is based on measurements and projections using standard IBM benchmarks in a controlled environment. The actual throughput or performance that any user will experience will vary depending upon considerations such as the amount of multiprogramming in the user's job stream, the I/O configuration, the storage configuration, and the workload processed. Therefore, no assurance can be given that an individual user will achieve throughput or performance improvements equivalent to the ratios stated here.
Prices are suggested U.S. list prices and are subject to change without notice. Starting price may not include a hard drive, operating system or other features. Contact your IBM representative or Business Partner for the most current pricing in your geography.
Photographs shown may be engineering prototypes. Changes may be incorporated in production models.
© IBM Corporation 2012. All rights reserved.References in this document to IBM products or services do not imply that IBM intends to make them available in every country.
Trademarks of International Business Machines Corporation in the United States, other countries, or both can be found on the World Wide Web at http://www.ibm.com/legal/copytrade.shtml.