where the cloud things are

November 09, 2009

WHERE THE CLOUD THINGS ARE

いんたーねっとのあるところ

November 09, 2009

Where the Cloud Things are

Kazuhiro Fujie

WHERE THE CLOUD THINGS ARE3

Brief

• 本書はPaaSと呼称される概要説明として、それを声高に提唱するリーディングカンパニーでもあるSalesforce社が提供するCRMサービスをカスタマイズするために存在するForce.comに代表されるそれら範疇を御紹介します。興味を持つ方へ、とある見解を説き、各々の理解を導く架け橋となるべく無心しております。個々の特徴を把握することで適用の取り舵を相応しい方向へ促すものとなることを意図しており、それを期待しています。

• 但し、時折脱線します。

November 09, 2009

FIFTH ELEMENTS

TIME IS NOT IMPORTANT, ONLY LIFE IS IMPORTANT.

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Fifth Elements

• Web 2.0• Cloud Services• PaaS• Force.com• Salesforce CRM

November 09, 2009

Web 2.0

Paradigm Shift

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Web 2.0 Brought Any

• Long Tail, Mash-up, Folksonomy, Wisdom of Crowds– The Web As Platform– Data is the Next Intel Inside– End of the Software Release Cycle– Services, not packaged software, with cost-

effective scalability– The Perpetual Beta

Paradigm Shift

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Digital Copy is the Real Thing

November 09, 2009

Analog Copy is a Counterfeit

Mona Lisa

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Digital Copy is the Real Thing

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Digital Copy is the Real Thing

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Digital Copy is the Real Thing

November 09, 2009

CLOUD SERVICES

ENTIRE THE WORLD WIDE WEB

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Life in a web 2.0 world :-)

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Web Trend Map 2007 Version 2.0

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Web Trend Map 3

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Web Trend Map 4

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Cloud Services• Amazon CloudFront• Amazon Elastic Compute Cloud (EC2)• Amazon Simple Storage Service (S3)• Elastic Server• FlexiScale• GoGrid• Google App Engine• GridLayer• Softlayer CloudLayer• The Rackspace Cloud

November 09, 2009

PLATFROM AS A SERVICE

SAAS, PAAS, IAAS, HAAS, GAAS, EAAS, XAAS, AAAS, BAAS, CAAS, KAAS

November 09, 2009

PaaS

Platform as a Service

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PaaS

• Web 2.0 spawn SaaS and Cloud– Software as a Service – Services, not packaged software, with cost-

effective scalability• PaaS belongs Web 2.5

– Platform as a Service– Data is the Next Intel Inside– Salesforce.com jump start the PaaS

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PaaS Providers

• Caspio, Inc : Caspio (pre-built applications)• Express Dynamics. : WorkXpress (PHP, MySQL)• Google : Google App Engine (Python, Java)• Heroku : Heroku (Ruby on Rails)• Intuit Inc. : QuickBase (on-line database)• Microsoft : Windows Azure Platform (.NET)• Rollbase, Inc. : Rollbase (pre-built applications)• Salesforce.com : Force.com (Visualforce, Apex)• Wolf Frameworks : Wolf Frameworks (.NET)

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The Points of PaaS

• Data Store Function– Data Access Interface, also Database Impl.

• Development Environments, Frameworks• Restriction

– Some limits or quotas for Multi-tenancy.• Authentication

– Authorization, access control, …• Parallel Processing

– Functional Programming Language, …

November 09, 2009

MAJOR INSTANCES AS PAAS

SALESFORCE, GOOGLE, MICROSOFT AND AMAZON

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Cloud Types

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Cloud Types plus

November 09, 2009

FORCE.COM

SALESFORCE SAID PAAS FIRST.

November 09, 2009

Force.com

Salesforce.com

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Availability Timeframe

• Salesforce.com was found Apr, 1999.• on-line SFA application launch Jun, 2000.• Force.com launch Sep, 2007.• Force.com Apex launch Nov, 2008.• Salesforce for Google Apps announce Apr,

2009.• …

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Force.com

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Salesforce SFA/CRM

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Run Force Run

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Development

• Visualforce (Force.com pages)– Specific Mark-up Tags. (like JSP/JSF)– View (MVC), Web Pages

• Apex (Force.com code)– Specific language, scripts. (like Java)– Controller (MVC), (Database) Trigger, and

Some Logic.– Interpreter on VM (VM on VM)

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Visualforce architecture

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Visualforce Pages

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Apex architecture

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Apex Scripts

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Development Environment

• Force.com Builder– Need just Browser.

• Visualforce Page Editor– Need just Browser.

• Eclipse – Europa (3.3), Ganymede (3.4)– Force.com IDE

• Subversion, Ant, Firebug, etc…

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Data Store

• Database Services– Un-reveal Impl. (special tuned RDBMS.)– sObject (Salesforce Object)

• Specific OR-mapping (surmise)– DML statement (insert, update, upsert, delete)– SOQL (Salesforce Object Query Language)

• Like SQL– SOSL (Salesforce Object Search Language)

• Like Find sentence.

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Force.com Elements

• Database Services• Visualforce• Apex• Application Framework• Web Services API• Packaging

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Data Integration

• Web Services API• Salesforce provides

– Apex Data Loader, AppExchange• 3rd party tools

– ODBC driver, EAI/ETL tools, …• Related Services

– Sky on Demand, …

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Essential Force.com

• Customization Framework – for Salesforce CRM Application

• Governor limits for multi-tenancy.• And also Salesforce.com loves Google.

– Google Salesforce alliance.– it is a one-sided love…– Zoho rage against Salesforce– Microsoft, the Behind.

November 09, 2009

GOOGLE APP ENGINE

GOOGLE

November 09, 2009

GAE

Google App Engine

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Availability Timeframe

• Preview Release Apr, 2008.• Charged Services Release Feb, 2009.• Java version Release Apr, 2009.

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Google App Engine (GAE)

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Development

• Python (2.5), the Django framework• Java (Java 5 and Java 6)• JVM

– Groovy, Scala (Functional Programming Language), Rhino (JavaScript), Quercus (PHP), Clojure (LISP), Jython (Python), JRuby (Ruby)

• Java Servlet– Java Servlet 2.5, JavaServer Pages (JSP) 2.1

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Development EnvironmentGAE/J

• JDK– Java Developers Kit

• Eclipse – Europa (3.3), Ganymede (3.4), Galileo (3.5)– Google Plug-in for Eclipse

• Google App Engine Java SDK• Subversion, Ant, …

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Data Store

• Datastore also known as “BigTable”– Data Store as Key and Value– BigTable On GFS (Google File System)– GQL (Google Query Language) with Python

• JDO/JPA– Java Data Object (JDO) 2.3, Java Persistence API（JPA） 1.0

– DataNucleus Access Platform – JDOQL (JDO Query Language)

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Features

• Specific Java APIs– The Memcache Java API, The URL Fetch Java

API, The Mail Java API, The XMPP Java API, The Images Java API, The Google Accounts Java API, The Task Queue Java API

• Google Web Toolkit (GWT), Tapestry, BlazeDS, …

• User Authentication (Google Accounts)

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Essential GAE/J

• For Web Application Only.– Just web application framework layers.

• Java, JVM, Java Servlet, WAR, …– Can uses your Java libraries (except JNI).– Can build ordinary your web application.

(except JDBC).• Google is monstrous vendor.

– Do it Google-self.

November 09, 2009

WINDOWS AZURE PLATFORM

MICROSOFT

November 09, 2009

Windows Azure Platform

Microsoft WindowsAzure Platform

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Availability Timeframe

• Release until end of 2009.– Steve Ballmer, Microsoft CEO

• The Announcement will be at Microsoft PDC09 – The Professional Developers Conference– November 17 - 19, 2009– http://microsoftpdc.com/

• Production release at Jan, 2010.– Billing release at Feb, 2010.

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Windows Azure Platform Overview

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Windows Azure Fabric

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AppFabric• AppFabric

– Fabric Controller + .NET Services, memcached.• Web Role, Worker Role, VM Role (Raw VM).• Web Role

– Application Server– Windows Server 2008＋IIS＋ASP.NET Runtime + Fabric Agent

• Worker Role– Batch or Heavy Calculation processing

• Windows Azure OS (Red Dog)– Windows Server 2008 R2 (, Windows Vista, ) …– Custom-made Hyper-V (Windows Azure VM)

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Windows Azure Platform (Old)

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Development

• .NET – .NET Framework, ASP.NET– Visual Basic, C/C++, C#, F#– Python, Ruby, PHP, Java …

• NO CLR（Common Language Runtime) with SQL Azure

– Silverlight 4

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Development Environment

• Windows Server 2008 (Windows Vista)• .NET Framework 3.5• IIS 7.0

– ASP.NET, CGI, HTTP Activation• Microsoft SQL Server 2008 (2005)• Visual Studio 2008 (2010), Eclipse• Azure SDK• Windows Live Platform

– Live ID, Authentication

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Data Store

• Azure Storage– Key, Value Store. Blob, Table, Queue– ACE model (Authority/Container/Entity)– Before : SQL Server Data Services (SDS)– ADO.NET (ActiveX Data Objects .NET

Framework)– LINQ (Language-INtegrated Query), …

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Relational Data Store

• SQL Azure– RDB model (Relational DataBase)– Microsoft SQL Server– SQL

• Huton (code name)– Data Sync between SQL Azure and SQL Server

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Essential Azure• For Microsoft Windows Application.

– Used advantage that entered the market late.– Own On-premise products move to Cloud Services.

• Adjoining land– AppFabric connected on-premise and cloud services.– Windows Server 2008, Windows Azure– Microsoft SQL Server, SQL Azure

• Sidewinders– Microsoft Dynamic CRM Online v.s. Salesforce CRM– Microsoft xRM v.s. Force.com– Act as a Brake on Google’s plan.

• Monopoly on Platform.– Office tools too.

November 09, 2009

AMAZON WEB SERVICES

AMAZON

November 09, 2009

AWS

Amazon Web Services

Data Store

• Amazon Simple DB– Cloud Data Store Service– Key, Value Store.

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Relational Data Store

• Amazon Relational Database Service (RDS)– Relational Data Store Service– MySQL base. (full-featured)

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Storage Service

• Amazon Simple Storage Service (Amazon S3)– Storage Service– File base.

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November 09, 2009

CRM

CUSTOMER RELATIONSHIP MANAGEMENT

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CRM

• CRM : Customer Relationship Management• 顧客関係管理

• CRMシステムはその情報収集を手伝うだけ。

• 目的を達成するには、収集した情報を元にデータ分析を行い、現場に於けるマーケティングアクションプランを指示する人が必要です。

• CRMマーケターという人材が重要

• 以上、「5分で絶対に分かるCRM」より

November 09, 2009

Salesforce CRM

Welcome to the world's most popular CRM

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The world's #1 sales application

• And best of all, because it's all in the cloud, there’s no need for expensive hardware or software. No wonder 63,200 companies have made the Sales Cloud the world's most-popular sales application.

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CRM on SaaS

• Oracle CRM on Demand– Siebel CRM On Demand– http://crmondemand.oracle.com/en/index.htm

• Microsoft Dynamics CRM Online– xRM Application Services– http://crm.dynamics.com/

• NetSuite CRM+– http://www.netsuite.com/portal/home.shtml

November 09, 2009

Can’t get enough?

Demo

November 09, 2009

HAVE SOMETHING ON YOUR CHEST? UPTIME CHARGE, ETC.

November 09, 2009

Consideration

Uptime, Charge, etc…

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equal to or greater than 99 %but less than 99.9 %

• 1 year = 365 days * 24 hours = 8760 hours/year

• 99 %– 1 % = 3.65 days/year = 87.6 hours/year

• 99.9 %– 0.1 % = 8.76 hours/year

• 99.99 %– 0.01 % = 0.876 hours/year = 52.56 minutes/year

• 99.999 %– 0.001 % = 0.0876 hours/year = 5.256 minutes/year

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Trust.salesforce.com

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Pricing Salesforce

• Salesforce CRM–…– Enterprise Edition (EE) $125/user/month– Unlimited Edition (UE) $250/user/month

• Force.com– Free edition– Enterprise Edition (EE) $50/user/month– Unlimited Edition (UE) $75/user/month

• Options

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Pricing GAE

• The cost for computing resources is as follows:–Resource Unit Unit Cost– Outgoing Bandwidth gigabytes $0.12– Incoming Bandwidth gigabytes $0.10– CPU Time CPU hours $0.10– Stored Data gigabytes per month $0.15– Recipients Emailed recipients

$0.0001

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Pricing Windows Azure

• Consumption-based outline– Compute = $0.12 / hour– Storage = $0.15 / GB stored / month– Storage Transactions = $0.01 / 10K– Bandwidth = $0.10 in / $0.15 out / GB

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Pricing SQL Azure

• Web Edition: – Up to 1 GB relational database = $9.99 / month

• Business Edition: – Up to 10 GB relational database = $99.99 / month

• Bandwidth– = $0.10 in / $0.15 out / GB

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Pricing Amazon S3

• Storage: – $0.150 per GB - first 50 TB / month of storage used.

• Data Transfer: – $0.100 per GB - all data transfer in– $0.170 per GB - first 10 TB / month data transfer

out.

• Requests: – $0.01 per 1,000 PUT, COPY, POST, or LIST requests.

$0.01 per 10,000 GET and all other requests.

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You may care about

• Actual results, achievements.• Service Credits• Service Level Agreement (SLA)• What is a unit for charge?• What is measuring for charge?

November 09, 2009APPENDIX

November 09, 2009

Appendix

URLs

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PaaS

• Caspio– http://www.caspio.com/

• WorkXpress– http://www.workxpress.com/

• Google App Engine– http://code.google.com/appengine/

• Heroku– http://heroku.com/

• QuickBase– http://quickbase.intuit.com/

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PaaS

• Windows Azure Platform– http://www.microsoft.com/windowsazure/

• Rollbase– http://www.rollbase.com/

• Force.com– http://www.salesforce.com/platform/

• Wolf Frameworks– http://wolfframeworks.com/

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Google IO

• From Spark Plug to Drive Train:Life of an App Engine Request– http://dl.google.com/io/2009/pres/W_1115_From_Spark_Plug_

To_Drive_Train_Life_of_an_App_Engine_Request.pdf

– Alon Levi [05/27/09]

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Windows Azure Platform

• Introducing Windows Azure– http://download.microsoft.com/download/0/F/A/0FA924AE-

DA08-45B8-8F96-76884B8D15F8/Windows_Azure_David_Chappell_White_Paper_March_09.pdf

– David Chappell [Mar 2009]

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Salesforce

• Salesforce.com– http://www.salesforce.com/jp/

• Salesfoce CRM– http://www.salesforce.com/jp/crm/products.jsp

• Force.com Platform– http://www.salesforce.com/jp/platform/

• developerforce– http://developer.salesforce.co.jp/

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Topics

• The Efficient Cloud: All Of Salesforce Runs On Only 1,000 Servers– http://www.techcrunch.com/2009/03/23/the-efficient-cloud-all-

of-salesforce-runs-on-only-1000-servers/

– Erick Schonfeld [2009/03/29]

November 09, 2009

WHERE THE WILD THINGS ARE

THIS IS THE END.