2014 IBM Corporation

SoftLayer Fundamentals

Evaluating Cloud Providers Leveraging SoftLayer Differentiators

2014 IBM Corporation
Copyright IBM Corp. 2014. All rights reserved.
Course materials may not be reproduced in whole or in part without the prior written permission of IBM.
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Trademarks
2
2014 IBM Corporation
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Course materials may not be reproduced in whole or in part without the prior written permission of IBM. 3
Meet your speakers
Jody Cefola is the SoftLayer Channels Integration leader focused on
partner enablement from IBM. Jody had 10 years in channel development
and execution working with all types of partners and international
experience with channel execution in Europe and Asia Pacific.

Jeff Klink is a senior technical staff member (STSM) with IBM Canada. For the
past 10 years, Jeff has focused on large-scale solution design and practice
with a primary focus on software as a service for solution vendors and
managed service providers. Currently, Jeff serves as the worldwide lead for
the IBM Global Cloud Ecosystem architecture team, which evangelizes and
solutions on top of the SoftLayer and SCE+ infrastructure as a service
platforms.
2014 IBM Corporation
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Course materials may not be reproduced in whole or in part without the prior written permission of IBM. 4
Your cloud strategy is your business strategy
Pacesetters use cloud to surface insights from data. They reimagine business
models, make better decisions and serve customers in new ways to create winning
business outcomes.

With so much at stake, you don't want just any cloud
Source: IBM Center for Applied Insights Under cloud cover: How leaders are accelerating competitive differentiation that surveyed
802 cloud decision makers and users, spanning 13 countries and 24 industries.
2x
the revenue growth
Almost
2.5x
higher gross profit
growth than peers
Nearly
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Tap into SoftLayer. Leverage significant investment to build
skills starting with SoftLayer Fundamentals
7.6
Revenue growth for Business Partners who have embraced
cloud
2
7.6
2.5X
7.6
of CIOs who are reengineering IT plan to look for outside
help new skills, tools and capabilites
3
7.6 66%
Sources: 1. Forrester Research, Cloud Channel Trends, 2013 to 2014, February 2013, 2. IDC: Worldwide channel and alliances 2013 top 10 predictions, January 2013,3. IBM CIO
study, 2011,
7.6
value for service channel partners has become technical
training
1

7.6
#1
2014 IBM Corporation
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SoftLayer Fundamentals is a series of technical webinars to
provide knowledge on the capabilities to help build solutions
Webinar
Date
Topic # Topic
February 25 1 Changing the landscape, not the definition - SoftLayer overview
February 27 2 One size does not fit all Defining the SoftLayer cloud architecture
March 4 3 Connecting to the cloud SoftLayer network options, part 1
March 6 4 Connecting to the cloud SoftLayer network options, part 2
March 11 5 Keep safe Securing your virtual instances
March 13 6 Storing your data Understanding SoftLayer storage options
March 18 7 Flexible and on demand Understanding SoftLayer managed services
March 20 8 You cant manage what you dont monitor SoftLayer management and
monitoring
March 25 9 Evaluating cloud providers - Leveraging SoftLayer differentiators
For general SoftLayer overview presentations
Lance Crosby, SoftLayer CEO, main tent at IBM PWLC: http://www.youtube.com/watch?v=t9h2cXwcUvA
Grow your cloud business - leveraging the IBM acquisition of SoftLayer:
https://engage.vevent.com/rt/ibm~1017?token=NTU2MTY1MjY0MDAxMjExMDgxN0NIRUNLX0RBVEVfQU5EX0VOVFJJ
RVNfQ09VTlQ
2014 IBM Corporation
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Course materials may not be reproduced in whole or in part without the prior written permission of IBM.
Leveraging the SoftLayer Differentiators
Upon completion of this webinar, you should be able to:
Discuss the competitive history of public
cloud IaaS
Review the magic quadrant
Explain the three decision criteria



7
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all resources are virtualized.
virtualization is a choice with a flexible set of options.
resources can be shared, dedicated, or mixed.
SoftLayer stands apart because
Changing the definition without changing the landscape
C
o
m
p
e
t
i
t
i
v
e

C
l
o
u
d

M
a
n
d
a
t
e
s

all resources are shared, at every granular level.
Think Differently .
With SoftLayer, neither is mandated, opening up cloud
computing to new applications and use cases

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2006 2007 2008
2010
2011 2012 2013
2014
< 2006 2009
Spanning the competitive history of public cloud IaaS
Source(s): rackspace.com windowsazure.com
aws.amazon.com ibm.com
softlayer.com cloud.google.com
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Magic quadrant for cloud IaaS
Pegging the players
Source(s): Lydia Leong, Douglas Toombs, Bob Gill,
Gregor Petri, Tiny Haynes, Magic Quadrant for Cloud
Infrastructure as a Service, Garnter.com,, 19 August
2013,
http://www.gartner.com/technology/reprints.do?id=1-
1IMDMZ5&ct=130819&st=sb
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Where are we (IBM and SoftLayer)
More knowledge and relationships in
enterprise than any other competitor.
More backend enterprise technologies and
deeper overall ecosystem.
More targeted platform for SME through
enterprise roots.
Refocused on combined value of
SoftLayer and SmartCloud Enterprise+
hosting platforms
14 SmartCloud Enterprise+ data centers
and growing
13 + 15 SoftLayer data centers and
growing
Far from garnering Amazons title of the
worst SLA of any cloud provider Gartner
VP Lydia Leong


Since publishing, the world of IaaS has dramatically shifted
Please mind the gap the train is coming
Pegging the players (cont.)
Source(s): Lydia Leong, Cloud IaaS SLAs can be
meaningless, Gartner blog, 05 December 2012,
http://blogs.gartner.com/lydia_leong/2012/12/05/cloud-
iaas-slas-can-be-meaningless/
Why was AWS considered a Leader?
More than five times the compute capacity
in use than the aggregate total of the other
14 providers.
Largest ecosystem technology and
consulting.
Diverse customer base developers,
SMEs, large enterprise and government.
Broadest user cases including enterprise
and mission critical applications.
Narrowed focus of IaaS comparison criteria
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Most of the tests were two to three
times faster than even the better
commodity machines from Joyent Cloud
and Microsoft Windows Azure.
The Tomcat test was almost 10 times
faster than Amazon's EC2 small
instance and about 30 to 40 percent
faster than Amazon's high-CPU model.
Delivering superior value through performance, flexibility,
and control
Source(s): Peter Wayner, Review: SoftLayers cloud is
fast and flexible, InfoWorld, 16 January 2013,
http://www.infoworld.com/d/cloud-
computing/review-softlayers-cloud-fast-and-flexible-
210922?source=fssr

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Decision criteria
Determining what really matters the decision criteria
Performance
Security
Control
Transparency
Automation
Flexibility
Innovation
Programs
SoftLayer competencies
Performance
Availability
Simplicity
Getting from competencies
to decisions
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Performance
Flexibility
Innovation
1. Capability to optimize performance
Bare metal or virtualized
Single or multi-tenant
2. Flexibility of options across the
infrastructure
Compute Hypervisor or none
Storage Variety of storage
capabilities
Network Fully transparent
3. Reliable delivery of new functionality and innovation
Decision criteria #1 Performance
Performance
Flexibility
Innovation
Performance
Getting from competencies
to decisions through
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CONSISTENCY
SOFTLAYER - Single 4-Core Intel 1270 CPU, 8 GB RAM, 4 x 500 GB SATAII HDD
VIRTUAL PROVIDER 4 Virtual Compute Units, 7.5 GB RAM, 4 x 500 GB Network Storage
CONSISTENCY
Getting what you see performance engineering
Source(s): Harold Hannon, Riak Performance Analysis:
Bare Metal v. Virtual, The InnerLayer, 16 July 2013,
http://blog.softlayer.com/2013/riak0performance-
analysis-bare-metal-v-virtual/
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EXPECTATION
EXPECTATION
SOFTLAYER - Single 4-Core Intel 1270 CPU, 8 GB RAM, 4 x 500 GB SATAII HDD
VIRTUAL PROVIDER 4 Virtual Compute Units, 7.5 GB RAM, 4 x 500 GB Network Storage
Getting what you see performance engineering (cont.)
Source(s): Harold Hannon, Riak Performance Analysis:
Bare Metal v. Virtual, The InnerLayer, 16 July 2013,
http://blog.softlayer.com/2013/riak0performance-
analysis-bare-metal-v-virtual/
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RELIABILITY
RELIABILITY
SOFTLAYER - Single 4-Core Intel 1270 CPU, 8 GB RAM, 4 x 500 GB SATAII HDD
VIRTUAL PROVIDER 4 Virtual Compute Units, 7.5 GB RAM, 4 x 500 GB Network Storage
Experiencing a direct result of high performance
Source(s): Harold Hannon, Riak Performance Analysis:
Bare Metal v. Virtual, The InnerLayer, 16 July 2013,
http://blog.softlayer.com/2013/riak0performance-
analysis-bare-metal-v-virtual/
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Data Center Location Amsterdam Ireland
Instance Type Bare metal Virtual
CPU 12 vCPU 4vCPU
RAM 16GB 15GB
Disk Space 500 GB 500GB charged
Disk Type SATA II/III - RAID-1 Unknown
Operating Systems choice of 5 choice of 3
Input/Output Operations $0 charged
Redundant Power $0 not available
Redundant Network $0 not available
Outbound Traffic Charged after 20TB Charged after 1GB
Inter-Continental Traffic $0 charged
Intra-Data Center Traffic $0 charged
Public Network $0 $0
Private Network $0 not available
Management Network $0 not available
Technical Support Free charged
SLA 100% 99%
Final Monthly Price $X00s +>50%
vs
1
2
Looking deeper at utility pricing and feature completeness
Source(s): softlayer.com and aws.amazon.com
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Performance
Flexibility
Innovation
1. Native resiliency that is transparent from
edge of the network to the physical adaptor
2. Undeniable quality and a 100% SLA
3. Global consistency in offerings
4. Never reuse policy (Department of Defense Standards)
5. Automation of notifications and service tickets
6. Triple-network architecture
Decision criteria #2 Availability
Security
Transparency
Control
Availability
Getting from competencies
to decisions through
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The Feb. 29 Azure outage kicked some users out completely and left others
unable to manage applications for more than eight hours.
The Oct. 30 worldwide outage left Azure Compute cloud users unable to upload
files or manage websites hosted on the Azure servers.
On Aug. 16, Google.com saw all services go down
Google Drive was down intermittently from March 18 to 20 due to a glitch in the network
control software. The outage impacted around one-third of Google customers for up to
17 hours.
Gmail experienced a 12-hour outage on Sept. 23 from a dual network failure that hit
around a third of its user base.
On Oct 27
th
Verizon Terremark was hit by outage taking down many hosted applications.
Solution providers stated there should have been redundancies and diversity built into the
system to prevent the problem.
Mere days after an Amazon.com outage, the company's Amazon Web Services cloud
computing force reported "degraded performance" with an EC2 service along with
"connectivity issues" for Elastic Load Balancing systems at the same center.
Their Sept 13 outage took out regional Amazon Web Services due to a load balancing
issue.
On Jan 3, 2014 Amazons cloud storage service experienced an outage, throwing many
databases and applications offline

Being in the news Top outages of 2013
Source(s): Sarah Kuranda, The 10 Biggest Cloud
Outages of 2013, CRN, 2 January 2014,
www.crn.com/slide shows/cloud/240165024/the-10-
biggest-cloud-outages-of-2013.htm
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0
1000
2000
3000
4000
5000
So Layer/The
Planet
Amazon AWS Rackspace
Top Hos ng Providers 2012
(Combined)
100,000
50,000
10,000
5,000
1,000
100
vs AWS vs Rackspace
SoftLayer 110% 160%
0
500
1000
1500
2000
2500
3000
3500
So Layer Amazon AWS Rackspace
Top Hos ng Providers 2012
(So Layer Alone)
100,000
50,000
10,000
5,000
1,000
100
vs AWS vs Rackspace
SoftLayer and IBM 154% 223%
Usage by providers for top web hosting companies
Source(s): Top Clouds,
http://topclouds.org/#/cloud/2012/10000/chart/10
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Course materials may not be reproduced in whole or in part without the prior written permission of IBM.
Bringing three strategic messages now were in the news
Source(s): IBM Cloud, https://ibm.biz.BdR4EY
22
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Course materials may not be reproduced in whole or in part without the prior written permission of IBM. 23
Data Center Location Amsterdam Ireland
Instance Type Bare metal Virtual
CPU 12 vCPU 4vCPU
RAM 16GB 15GB
Disk Space 500 GB 500GB charged
Disk Type SATA II/III - RAID-1 Unknown
Operating Systems choice of 5 choice of 3
Input/Output Operations $0 charged
Redundant Power $0 not available
Redundant Network $0 not available
Outbound Traffic Charged after 20TB
Charged after
1TB
Inter-Continental Traffic $0 charged
Intra-Data Center Traffic $0 charged
Public Network $0 $0
Private Network $0 not available
Management Network $0 not available
Technical Support Free charged
SLA 100% 99%
Final Monthly Price $X00s +>50%
vs
1
2
*
Looking Back at Utility Pricing and Features
Source(s): softlayer.com and aws.amazon.com
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Performance
Flexibility
Innovation
1. 180+ service endpoints
2. Choice of platform for mobile
3. Full automation capability and ecosystem
4. SLA clarity; 100% or nothing at all
5. Ground-up design
Racks
Servers
Storage
Network
Locations
Decision criteria #3 Simplicity
Control
Automation
Innovation
Simplicity
Getting from competencies
to decisions through
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Comparison Item (Wanted) 1 2 3 4
Instance Usage Gateways/LBs Lightweight App Database Tier Heavy Application
Cores @ 2.0GHz 8 2 4 4
Memory GB 2 2 16 16
Network 1Gbps Pub/Priv 1Gbps Priv 1Gbps Priv 1Gbps Priv
OS Type Ubuntu Ubuntu Ubuntu Windows Datacenter
SoftLayer Virtual and Dedicated Instances
Storage GB (Local or SAN) - 25, 100GB Local 25 Local 25 SAN 25 Local 100
Add Storage SAN 500GB - - $32.57 -
1GB Network Upgrade $20.00 $20.00 $20.00 $20.00
24/7/365 Support Included Included Included Included
Hourly Rate (Comparison Rate) $0.213 $0.083 $0.351 $0.537
Instance Monthly Rate $148.00 $58.00 $244.00 $373.00
SoftLayer Monthly Rate Total $168.00 $68.00 $292.57 $393.00
AWS Virtual Instances
Instance Size/Type M1 - 2x7.5x840 M1 - 2x7.5x840 M3 - 4x15+EBS M3 - 4x15+EBS*
AWS EC2 instance per hour $0.24 $0.24 $0.45 $0.702
EBS Optimized Instances Charge* $0.025 $0.025
Hourly Rate (Combined) (Comparison Rate) $0.24 $0.24 $0.475 $0.727
AWS Price per Instance / Month $187.20 $187.20 $347.70 $532.17
EBS Provisioned IOPS @ $.125/GB
IOPS @ 30 days
$62.50
$100.00
$12.50
$50.00
AWS Data Transfer @ $0.12/GB $59.88 $0.00 $0.00 $0.00
AWS/Month Subtotal $247.08 $187.20 $510.20 $594.67
AWS Suppport* $24.70 $18.72 $51.02 $59.48
AWS Monthly Total $271.78 $205.92 $561.22 $654.15
Savings (-) SL vs AWS -$103.78 -$137.92 -$268.65 -$261.15
Total Advantage -$761.50
S
o
f
t
L
a
y
e
r

Comparing workloads head-to-head deep dive
Source(s): softlayer.com and aws.amazon.com
Created on 13 March 2014 using AWS US West data
centers and SoftLayer Dallas data centers.
25
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Ease of use and control are huge for customers, and
SoftLayer really stood out to us on this dimension. They
are very well-built, designed well and really just
easy to use. We liked that they could scale but were
still very nimble on configuration.
VP of Cloud Computing Programs, Synnex
We are really pleased with the APIs from SoftLayer. It
allows us to automate a lot of things that we do, and
with the friction-less purchasing process we are able
to do business on our own with very little delays.
Director of Operations, Kixeye
SoftLayer has successfully automated just about
everything in terms of fast provisioning, control,
configuration of hardware. The nearest competitor is
Amazon, they dont do it with the physical
architecture.
Manager of Operations and System Architecture, Vertical Scope
SoftLayers performance is strong. A processor is a
processor, but we have generally been very happy
with the compute.
Director of Operations, Kixeye
We have high volume of transactions with low
latency required. Cloud performance is variable and it
would have a negative impact on our ad service, so we
need the strong performance that SoftLayer can
provide.
Sr. Director of IT, Nexage
We chose SoftLayer because we have a need for high-
powered computing and data crunching. They have
the hardware that gets the job done and it does
everything that they say it will. The cloud offerings just
simply arent there at a competitive price.
CEO, Church Media Group
Control
(APIs, HW/SW Configurability
I/O Intensity
Hearing from our clients
Source(s): Customer interviews, n-5,
softlayer.com
26
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Why IBM will Win the War with AWS CIO.com
Prominent Recent Article:
Daring to compare
Dare to compare
Your application
Your solution
Your ability to deliver
Your price

against the competition on every level you need to
measure
Performance
Availability
Simplicity
27
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Supporting data
28
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27 Amazon Web Services instance types
Source(s): aws.amazon.com
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?
?
Questions
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31
Leading Edge
Trusted
Completely Free
Recommended actions
Sign up for a free 1 month trial account:
http://www.softlayer.com/info/free-
cloud/skills100

Within 60 days, register as a SoftLayer
partner with a viable SL opportunity (time
frame, workload, configuration) at:
http://www.softlayer.com/partners/ibm-
partners

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Attend other SoftLayer Fundamentals webinars or download
the replay and materials at your convenience
Please remember to download the glossary of terms
Webinar
Date
Topic # Topic Name
February 25 1 Changing the landscape, not the definition - SoftLayer overview
February 27 2 One size does not fit all Defining the SoftLayer cloud architecture
March 4 3 Connecting to the cloud SoftLayer network options, part 1
March 6 4 Connecting to the cloud SoftLayer network options, part 2
March 11 5 Keep safe Securing your virtual instances
March 13 6 Storing your data Understanding SoftLayer storage options
March 18 7 Flexible and on demand Understanding SoftLayer managed services
March 20 8 You cant manage what you dont monitor SoftLayer management and
monitoring
March 25 9 Evaluating cloud providers - Leveraging SoftLayer differentiators