eVapt Inc.

is a USbased, whollyowned subsidiary of MagnaQuest, and enables the metering, billing, subscription management and payasyouuse model for Cloud computing, SaaS, OnDemand Content and Mobile VAS service providers. eVapts on demand billing and monetization platform enables service providers to both automate their back office operations, as well as supportmoresophisticatedpricingandbilling models. eVapt is revolutionizing the way Cloud businesses can run and manage billing. In addition to dramatically simplifying a service providers billing, payments and subscription management capabilities, eVapt can also offer additional benefits to other parts of a serviceprovidersorganization: Marketing: Determine optimal ways to package Cloud Computing offerings into pricing and discount schedules. Build and manage marketing programs around discounts,couponsandcustomerloyalty. Finance and Accounting: Manage contracts, commitments, and mediate the contract terms with actual usage to determine billing and overage fees. Manage the endtoend billing,paymentsandcollectionprocess. Sales: Manage the trialtosubscription process, upselling, renewal and customer supportprocess. Product Management: Understand the featuresetsthatareusedmostoftenbyyour

customers, and incorporate these findings intoproductenhancementsthatwillhavethe biggestimpact. eVapt is a comprehensive and market proven product that can be easily integrated with your operations. It currently services hundreds of users and millions of subscribers across the globe. From subscriber acquisition to subscriber retention, eVapt handles all aspects of creating, managing and cultivating relationships, throughout the subscriber lifecycle. Its architecture ensures that the entire network of internal and external relationships is seamless and geared to enhancethesubscriberexperience. eVapthasbuiltaworldclasssolutionthat supports metering, billing and subscription management. Cloud computing service providers will have the access to robust feature sets including Customer Information Management, Product Management, Service Fulfillment, Policy Management, Prepaid & Postpaid billing, Rating, Collections, Customer CareandSelfCare. In summary, the eVapt solution provides Cloud Computing providers with best practicescapabilitiesintheareasofcontract management, billing, mediation and revenue settlement, and will enable service providers to better focus on their core business strengthsandservicedeliverycapabilities.

FromtheEditorsDesk

AniketChauhan

With great enthusiasm and pleasure we have come out with second issue of CONFLUENT. This timewebroughtcloudstoearth,jokesapartthe themeisCloudComputing. But any management magazine cannot be complete without a welldeserved tribute to an eminent thought leader, renowned management thinker and a distinguished professor, CK PrahaladwhotragicallypassedawayonApril16th, 2010. It was a huge loss to management world that was enlightened by his works on Strategic Intent, Core Competence and Bottom of the Pyramid;lastofwhichwasmostfamous,opened agatewayintopeoplebelowpovertylinebeingas aworldmarket. Professor CK Prahalad will always be remembered amongthegreatestthought leaders of the 21st century. A sharp and analytical mind, hisabilitytodrilldowntothe core of the problem and come up with innovative solutions was legendary. His ground breaking work on strategy undoubtedly represents one of the significant contributions in the evolution of managementtheory. He broke away from the mould of purely analytical and mechanistic ways. Instead, he advocated the need to shift out focus from merely incremental change to revolutionary change. In true sense, he lifted management thoughttonewlevelsofexcitementandactivism. He worked with missionary zeal to get Indian businesses to uncover the vast opportunities at the bottom of the pyramid. This is not only becauseofthelatentbusinessopportunities,but also because of his conviction thats how the poorcouldbeuplifted,andthatshowbusinesses

could win the legitimacy and trust that they deserved. His theory and vision behind the viability of the highvolume, lowcost business models was pathbreaking, said Kiran Karnik, formerpresidentofNASSCOM. Its a profound loss. CKP was not only a great management thinker but also a luminous intellect always renewing himself, said RK Krishna Kumar, vicechairman, Indian Hotels, and director, Tata Sons, who has known Mr. Prahaladforthelast40years. It was in his book "The New Age of Innovation: Driving CoCreated Value through Global Networks"heproposedN=1statesthat"value isbasedonunique,personalizedexperiencesof consumers." That is, even companies serving 100 million consumers need to focus on individuals. R=G, meanwhile, argues that since no company can hope to satisfy the varied expectations of so many consumers, it must diversifyhowitoperates. Heforesawthemarketandproposedtheabove whichisTHEBASEOFCLOUDCOMPUTING. That being said, I invite all readers to the WorldofCloudComputing. Mailtheeditor:aniket.chauhan@hotmail.com

C O N F L U E N T T E A M

EditorinChief
AniketChauhan

INTHISISSUE

CoreTechnicalTeam
TeamHeads
AkashMohan Tushar SwapnilGadre ParanpreetS

Technology

Members
VaishaliBanerjee SudarshanTaparia AchintyaAgarwal SaurabhAcharya

CloudComputingWhatstheBuzz? VaishaliBanerjee Reliability&SecurityofCloud Computing AchintyaAgarwal DetailedAnalysisofC2

AdamHusain,KaranJariwala,NikhilSarup,

ManagementTeam
TeamHeads
MousumiRay KrutarthM AnamikaDatta ParulSaxena NinadDhavase

Members
RichaSingh NikhilSarup

PragathiMS&SharendranMannar

IndustryConnectTeam
TeamHeads
AnushreeSen SheetuLuthra AbhishekMardikar NipunMohanty UshaKiranKorla

CloudComputing:ADevelopingWorld Perspective NinadDhavase TheGoldenCloud ParulSaxena ProductReviewHTCEVO4G

ParampreetSaluja

Members
NirajBhave TapendraMarwah

AnalysisTeam
TeamHeads
SupamDua Members PragathiM.S. NikhilSarup AkashTotade AdamHusain KaranJariwala SharendranM

Management
ManagingtheClouds AnamikaDatta MarkShuttleworth SudarshanTaparia ParthaPKarjee

DesignTeam
TeamHead
JaisonSaluJohn

Members
VaishaliBanerjee AchintyaAgarwal ApoorvaSrivastava AmitSingh

FusionTeam
TeamHeads
SanketJarunde ShaliniM TarangBahuguna PallaviMitra AnjaliYadav

General
THEGGAME
ParampreetSaluja

Members
AnushkaSaha JavedShabirAli

NaturallyIT
RichaSingh

[CLOUDCOMPUTINGWHATSTHEBUZZ?]
VaishaliBanerjee
In2006theChiefExecutiveofGoogleInc.Eric Schmidt publicly articulated the term "cloud computing".Eversincethenastormhasbeen congregating over the Silicon Valley. Technology industry companies have been jockeyingtoassociatethemselveswithclouds. Amazon.com Inc., better known for peddling booksonline,begansellinganElasticCompute Cloudservicein2006forprogrammerstorent Amazon's giant computers. Juniper Networks Inc., which made gear for transmitting data, dubbed its latest project Stratus. Yahoo Inc., Intel Corp. and a handful of others recently launched a research program called OpenCirrus. Cricketisagamewherethebowlerthrows aballtowardsthebatsmen. An iPhone is a device that lets you call anywhereintheworld. The Niagara Falls is a tourist attraction in Canada. These statements are not wrong, per se. But they still take you aback, dont they? They miss the most important point, miss the magic, miss the crux and neglect the most important differentiators. They by explaining the subject too little, define the subject too narrowly,andfinallytellnothingthatisuseful tothereader. Heresanother: Cloud computing is where you have a lot of intelligence in the network and its available fromwhereveryouneedtogettoit

While almost everybody in the tech industry seems to have a cloud based project or at least are talking about the latest buzz, very few actually truly understand its meaning or agree upon a common definition."I have no idea what anyone is talking about," said Oracle Corp. Chief Executive Larry Ellison, when talking about cloud computing at a financial analyst conference in September, 2009. "It's really just complete gibberish. What is it?" He added: "When is this idiocy goingtostop?" Considerthesestatements:

The main problem is that the mainstream media covering cloud computing has decided thatthebestwaytoexplainthephenomenon is to make handwaving general statements such as the above example from BusinessWeek. In its broadest sense, cloud computing describes something apparent to anybody who uses the Internet: Information is stored andprocessedoncomputerssomewhereelse "intheclouds"andbroughtbacktoyour

screen.Letstakeanexample.Letussaythat you are an executive at a large firm. Your responsibility is to provide each employee working at your firm with the proper infrastructure. This includes not only computers, but also software and software license for using them. It becomes a great headache for you to buy so many software andinstallthemoneachcomputer.Theremay be an alternative for executives like you. Instead of installing a suite of software for each computer, you'd only have to load one application. That application would allow workerstologintoaWebbasedservicewhich hosts all the programs the user would need forhisorherjob.Remotemachinesownedby another company would run everything from email to word processing to complex data analysisprograms.It'scalledcloudcomputing, and it could change the entire computer industry.

DifferentLevelsofCloudComputing Cloudcomputingistypicallydividedintothree levels of service offerings that are described below: Software as a Service (SaaS), Platform as a Service (PaaS), and Infrastructure as a service (IaaS). These levels support virtualization and management of differing levelsofthesolutionstack. SoftwareasaService ASaaSprovidertypicallyhostsandmanagesa givenapplicationintheirowndatacenterand makes it available to multiple tenants and usersovertheWeb.SomeSaaSprovidersrun on another cloud providers PaaS or IaaS service offerings. Oracle CRM On Demand, Salesforce.com,andNetsuitearesomeofthe wellknownSaaSexamples. PlatformasaService Platform as a Service (PaaS) is an application development and deployment platform delivered as a service to developers over the Web. It facilitates development and deployment of applications without the cost and complexity of buying and managing the underlying infrastructure, providing all of the facilitiesrequiredtosupportthecompletelife cycle of building and delivering web applications and services entirely available from the Internet. This platform consists of infrastructure software, and typically includes a database, middleware and development tools. InfrastructureasaService InfrastructureasaService(IaaS)isthedelivery of hardware (server, storage and network), and associated software (operating systems virtualization technology, file system), as a service.Itisanevolutionoftraditionalhosting that does not require any long term

commitment and allows users to provision resources on demand. Unlike PaaS services, theIaaSproviderdoesverylittlemanagement other than keep the data center operational and users must deploy and manage the software services themselvesjust the way theywouldintheirowndatacenter.Amazon WebServicesElasticComputeCloud(EC2)and Secure Storage Service (S3) are examples of IaaSofferings. TypesofClouds As we focus on building the cloud, a number ofmodelshavebeendevelopedfordeploying acloudinfrastructure.

PublicClouds In a public cloud, external organizations provide the infrastructure and management required to implement the cloud. Public clouds dramatically simplify implementation and are typically billed based on usage. This transfers the cost from a capital expenditure toanoperationalexpenseandcanquicklybe scaled to meet the organizations needs. Temporary applications or applications with burst resource requirements typically benefit from the public clouds ability to ratchet up resources when needed and then scale them back when they are no longer needed. In a private cloud, the company would need to provision for the worst case across all the applicationsthatsharetheinfrastructure.This can result in wasted resources when utilizationisnotatitspeak. HybridClouds To meet the benefits of both approaches, newerexecutionmodelshavebeendeveloped to combine public and private clouds into a unifiedsolution. Applications with significant legal, regulatory or service level concerns for information can be directed to a private cloud. Other applications with less stringent regulatory or service level requirements can leverage a publiccloudinfrastructure. Implementation of a hybrid model requires additional coordination between the private and public service management system. This typically involves a federated policy management tool, seamless hybrid integration, federated security, information asset management, coordinated provisioning control,andunifiedmonitoringsystems.

PrivateClouds In a private cloud, the infrastructure for implementing the cloud is controlled completely by the enterprise. Typically, private clouds are implemented in the enterprises data center and managed by internalresources. Aprivatecloudmaintainsallcorporatedatain resources under the control of the legal and contractualumbrellaoftheorganization.This eliminates the regulatory, legal and security concerns associated with information being processedonthirdpartycomputingresources. Currently, private clouds require Capital Expenditure and Operational Expenditure as well as highly skilled labor to ensure that businessservicescanbemet.

CloudComputingConcerns
Security and Privacy are perhaps the biggest concerns in a cloud computing environment. The idea of handing over important data to another company worries some people. Corporate executives might hesitate to take advantage of a cloud computing system because they can't keep their company's informationunderlockandkey. San Jose, California (CNN) says, I keep thousands of photos onFlickr.I'vealsogot them on Facebook and tucked away in five years of Gmail messages. My videos are on12secondsandYouTubeI'vebloggedfrom MadagascaronBlogger;mytechwritingison WordPress;andIpostrandomsnippetsofinfo on Tumblr and Twitter. This is not just data. It'smylife.AndIwouldbesickifIlostitorin anywaytamperedwith.Previousgenerations stored their family photos and important documents in safety deposit boxes or under the mattress. Here it is 2009, and I have no ideawheremydatalives. This is the main issue with cloud computing that we do not know where our data is kept and whether it is well secured or will its security and privacy will be compromised at somepointoftimePrivacyisanothermatter. If a client can log in from any location to access data and applications, it's possible the client's privacy could be compromised. Cloud computing companies will need to find ways to protect client privacy. One way is to use authenticationtechniquessuchasusernames and passwords. Another is to employ an authorization format each user can access only the data and applications relevant to his orherjob.

TheRoadAhead
How will cloud computing affect other industries?There'sagrowingconcernintheIT industry about how cloud computing could impactthebusinessofcomputermaintenance and repair. If companies switch to using streamlined computer systems, they'll have fewerITneeds.Someindustryexpertsbelieve that the need for IT jobs will migrate to the back end of the cloud computing system.Cloud computing offers real alternatives to IT departments for improved flexibility and lower cost. Markets are developing for the delivery of software applications,platforms,andinfrastructureasa service to IT departments over the cloud. Theseservicesarereadilyaccessibleonapay peruse basis and offer great alternatives to businesses that need the flexibility to rent infrastructure on a temporary basis or to reduce capital costs. So will Cloud Computing prove to be a boon for the IT industry or will comeoutasabane,timewillonlytell. References: [1] An Oracle White Paper in Enterprise Architecture, August 2009, Architectural StrategiesforCloudComputing [2] An RPath white paper, Application ArchitectureforCloudComputing

[RELIABILITYANDSECURITYOFCLOUDCOMPUTING]
AchintyaAgarwal
Cloud computing has become the fastest potential sector in Information Technology. WhowouldsaynotoITinfrastructurewithout the attached high capital expenditures? Businesses do not have to bother with the intricaciesofmanaginginfrastructurewhichis not utilised fully. With typical usage patterns ofserversinaDataCenterwaylessthanfull, businessesarebesickofpayingforsomething used only for occasional load spikes. Cloud computing has come as a boon for both providers and customers. The term cloud computing is relatively new while the actual concepts behind it have existed from the 1990s. server hosting multiple client virtual servers crashes[2];Amazonhadamajorpoweroutrage in May 2010[3] which left some of its customers offline; A software glitch caused Amazons Storage Services to go offline[4]; Gmail has regular outages occurring more than once to twice a year[2][5][6] ; Google App Engine suffered an outage in February 2010 due to a power failure[1]; an Australian company called Datacom suffered a major outageduetoapowerfailureinMarch2010 [1] ; Microsoft subsidiary, Danger, suffered major data losses due to a power failure in October 2010 where the data was for the cloudenabledSidekickmobilephone[7].These arejustafewscenarioswhichhavehappened inthepast.

The two biggest sore points of Cloud Computing are the reliability of the services andthesecurityofthedatawithin.Reliability relates to the uptime of all the services one subscribestoandsecurityrelatestothedata stored at the provider end being secure and inaccessible to third parties. There are numerousexamplesofthecloudservicegoing down. Reliability AmazonsElasticCloudComputeservicegoes down[1];Rackspace,amajorhostingproviders

These incidents point out that trusting your (virtual)hardware,softwareordatatoathird party provider is just not a viable option for mostcompanies.TheSLAsprovidedbymost providerscomewithmajorridersandhidden clauses,andarealmostneveradheredto. ServicesliketheChromeOS,whicharelittle more than a thin client on steroids, are heavily dependent upon the cloud. T MobilesSidekickmobileiscompletelycloud based. All the data would be stored on the

cloud and any outage would result in you beingunabletoaccessanyofthedata,oreven datalossasinthecaseofSidekick. Thesetechnicalrisksarenttheonlyreliability issues involved. What happens in case you cloud provider goes out of business? The applicationorservicesyouhavebeenusingfor some time now would be suddenly unavailable.Andsinceeverythingisofferedas a service, there is no falling back on legacy systemsbeingrunoncrutches. Reliability does not just mean the absence of service; It also means that the services being subscribed to, not being provided in their entirety. For a consumer, a slowdown in servicesbeingconsumedcanhaveagreatloss onprofits.Ifamanagerisunabletoaccesshis hostedservicesproviderinatimelyfashion,it may result in contracts worth millions being lost. Security Security can be broadly classified into three types Data Security, Access Security and Transmission Security. Sincethedatadoesnot reside inhouse in the case of cloud computing, all three factors need to be taken careofinahighlydetailedmanner. This is one of the first issues is with the SaaS model. Today, most providers focus on delivering application by using web standards suchasHTML,CSSandJavaScript. Thisleaves them highly vulnerable to Cross Site Scripting (XSS) and other types of web attacks. A few years back there was a major case of Gmail being affected with such an XSS attack which enablesamaliciouswebpagetogetaccessto yourentirecontactlist[8]. Mostoftheotherissueswithsecurityincloud computingarethesameasthoseofanyforms of data storage outsourcing. Security issues

are numerous and data security techniques and provisions will vary from provider to provider,fromcountrytocountry. The cloud presents a very juicy target to malicioushackersasitrepresentsacollection of data from various sources in one place, which can be easily hacked into and exploited. In such cases where multiple clients data is being stored within the same logical network, the security of the system becomes as strong as the security of the weakestlink,i.e.leastsecurityawareclient.If a hacker exploits a vulnerability in one system, he can gain access to the data of othersaswell.Thiscanbeespeciallyobserved on shared webhosting solutions on which

manywebsitesarehosted. Afewquestionswhichneedtobeaskedwhen lookingatsecurityofthecloudare: Whereisthedatalocated? WhohasAccess? Canyouaudityourprovider? What kind of data segregation and securitysystemsdoestheprovideruse? What are the Disaster Recovery & BusinessContinuityPlans? Whatessentialsystemsdoesthecompany needinthecaseofaprovideroutage? FinalWords An important facet while purchasing cloud services is the need to know the underlying

10

structure and design of the hardware and software. If there are not adequate controls provided to keep up the security and reliability of the services consumed then a consumercannevertrustsomeonewhomhe already has a bit of trust issues with. Always know that there will always be a tradeoff between cost and reliability & security and alwayshavebackupplansinplaceinthecase ofaprovideroutage. References [1] Google Apps Fowntime Report: Perfect Example?, July 25, 2010, http:// administratosphere.wordpress.com/2010/ 03/08/googleappsdowntimereport perfectexample/ [2] The Day After: A Brutal Week for Uptime, July 26, 2010, http:// www.datacenterknowledge.com/ archives/2009/07/06/thedayaftera brutalweekforuptime/ [3] Amazon Addresses EC2 Power Outages, July 25, 2010, http:// www.datacenterknowledge.com/ archives/2010/05/10/amazonaddresses ec2poweroutages/ [4] Storms in the cloud leave users up creek without a paddle, July 26, 2010, http:// arstechnica.com/microsoft/ news/2008/08/stormsinthecloudsleave usersupcreekwithoutapaddle.ars [5] ItsNotJustYou:GmailNotWorkingFor Most Users, July 27, 2010, http:// mashable.com/2009/09/24/gmailis down2/

[6] Gmail Is Down Again, July 27, 2010, http://mashable.com/2009/09/24/gmailis down4/ [7] Microsoft Loses Sidekick Users' Personal D a t a , J u l y 2 7 , 2 0 1 0 , h t t p: / / w w w . p c w o r l d . c o m /b u s i n e s sc e n t e r / a r t i c l e / 1 7 3 4 5 7 / microsoft_loses_sidekick_users_personal_ data.html [8] Gmail bug exposes your mail account to spammers, July 24, 2010, http:// www.engadget.com/2007/01/01/gmail bugexposesyourmailaccountto spammers/ [9] Cloudcomputingpromisestillstormywith reliability issues, July 24, 2010, http:// arstechnica.com/web/news/2009/07/ cloudcomputingpromisestillstormywith reliabilityissues.ars [10]ReliabilityandCloudComputing,July26, 2010,http://www.enkiconsulting.net/blog/ reliabilityandcloudcomputing.html [11]Cloud computing security issues: Protecting your UC applications, July 27, 2 0 1 0 , h t t p : / / searchunifiedcommunications.techtarget.c o m / tip/0,289483,sid186_gci1516270,00.html [12]Twitterbreachrevivessecurityissueswith cloud computing, July 27, 2010, http:// www.computerworld.com/s/ a r t i c l e / 9 1 3 5 8 9 3 / Twitter_breach_revives_security_issues_wi th_cloud_computing_

11

Cloud Computing (C2) is not a brand new revolution. It has evolved over the period of time with the increaseinbusinessability.Moreandmorecompaniesaremovingtowardscloudcomputingfromweb hosting. Adam Husain, Karan Jariwala, Nikhil Sarup, Pragathi MS and Sharendran

Mannarsharestheir[

DETAILEDANALYSISOFC2 ]
Corp,anITservicesandconsultingfirminSan Jose said recently that 2010 may see a proliferation of allyoucaneatpricing models where a user contracts for a set numberthatincludesarangeofservices.

Trends
It is evident that this technology is slowly finding its way into the enterprise especially as a testing and development environment. However cloud vendors are still trying to grow to become a platform for business criticalapplications.Theyarealreadyworking on standards and security issues, improving service level agreements and charging the clients based on software use and not per seatcost. The coming years will be all about moving enterprises to the cloud and the trends drivingitare

Cloud providers increasingly enterprisecalibreSLAs

offer

Commoditycloudpriceslashing
As per Jeff Maling, CEO of Roundarch Inc., a Web Services Consultancy in Chicago Cloud pricing is getting so low its ludicrous. Cloud computing vendors are pricing very aggressively to get volume on the platform. InNovember2009,AmazonEC2cutpricesup to 15%, Google cut its Picasa photo sharing pricingfrom$20to$5ayearandMicrosofts Business Productivity Online Suite which includes the SaaS versions of Exchange went from$15amonthperuserto$10.

Imad Mouline, the CTO of performance monitoring firm Lexington, which recently becameadivisionofCompuwareCorp.,says it is important to know how good the providers network connections are. IT managers would want service level agreements with cloud providers otherwise the cloud will remain like a sandbox. Hence, the cloud will mainly be used as an applicationfortestinganddevelopment.

Newtechnologieswillimproveclouduse andperformance
The trend is for the third parties to increasingly focus on adapting data centre technologies to cloud environments, or moving applications into the cloud. For instance, Riverbed Technology Inc., a San Francisco based company that makes WAN optimization technology is making the core servicesprovidedbyitshardwareapplication intoavirtualsystemforuseinthecloud.

Movetosimplercloudpricingmodels
The pricing complexity is increasing amongst cloud computing vendors as they continuously adding more options and services. For instance, Amazon has a calculator for estimating the cost of bandwidth transfers, load balancing and elasticIP.AhmarAbbas,seniorvicepresident ofremoteinfrastructuremanagementatCSS

Cloud providers concerns

address

security

A broad range of companies, including both the vendors and cloud users formed the Cloud Security Alliance in March 2009 to create a consensus on the issue of security.

12

JustinSteinman,vicepresidentofNovellInc. andamemberoftheAlliancesaidSecurityis thenumberoneinhibitortocloudadoption. For example, if a payroll services provider conducts services in a third party cloud and there is a breach of sensitive consumer data then certain questions need to be answered suchasWhoisliable?Whoownsthedata? Who sues whom? Justin Steinman sees these questions would be resolved with the helpoftoughSLAswithcloudprovidersthat have drastic penalties if things go wrong. Cloud users can also expect to see technologies that enable cloud providers to meet different customer security requirements and a push for regulatory changesthattakeintoaccountcloudservices.

Performance monitoring will become omnipresent

between clouds depends on how quickly vendorsandcustomersreachagreementson standards.InDecember2009,theEnterprise CloudBuyersCouncilwascreatedtoworkon security, reliability and interoperability. Microsoft, Cisco and IBM are part of this group.EmilSayegh,generalmanagerofcloud for Rackspace US Inc. said For cloud computing to really take off, it has to be open. Cloud providers will have to allow movement between clouds and interoperability, as well as enabling disaster recovery between clouds. Distributed Management Task Force (DMTF) that announced its Open Cloud Standards Incubator is working on one its major problemi.e.thelackofstandardsthatenable interoperability between private clouds within the enterprise and hosted or public cloudproviders. DecentralizationofITdecisionmaking

Cloud services are mainly public consumer deliveryservicesandwheneveranyofthebig cloud providers has a data centre glitch it is immediately noticed. There is constant scrutiny from large number of third parties with comparative score cards and glitch reports.Asaresultcloudprovidersareunder increasing pressure for tellall reports on theiroutages.Itisexpectedthatperformance reporting will be as common as rush hour trafficreports.

Open standards for cloud computing advance

Will customers be able to move easily

One of the first significant actions by President Barack Obamas federal CIO, Vivek Kundra, was to create a federal application storethatallowsU.S.governmentemployees to order services and tools without necessarily having to go through an IT approval process for each and every action. The federal effort is one of the more visible signals of a broader trend. After a drive towards centralization of IT resources and datacentreconsolidation,businessunitsmay getalittleindependencetoaddandremove ITservicesviacloudproviders.

13

HRCollaborationwillgoBig
Customer Relationship Management (CRM) willbejoinedbyHumanCapitalManagement andcollaborationindrivingcloudapplication adoption. While Salesforce.com and Oracle CRM will continue to drive the adoption of cloudbased CRM, Taleo and Success Factors willdrivetheadoptionofHCM.GoogleApps and Cisco WebEx will drive the adoption of messagingandcollaborationappsbymidsize andlargeenterprises. Socialnetworksbecomemainstreaminthe enterprise Social networking will soon become main

networks provide mobile workforces with new approaches for delivering and receiving businessapplications. Across all industries and all company sizes there is a significant number of individuals interestedinCloudComputingthathavenot been presented with compelling or relevant informationregardingCloudComputing.The willingness of those that are familiar with Cloud Computing to adopt it combined with the large number of companies that are still seeking information and have not formed a conclusive opinion signals a strong market opportunity. Innovative providers that develop clientdriven solutions will continue

streamintheenterpriseandfinditswayinto the cloud. The widespread use of social networks will further expand from unofficial to HR and marketing, requiring the establishment and enforcement of standardizedenterpriseguidelines. As and when companies recognize the monetary and technology benefits of cloud computing, the number of executives identifying cloud computing as a priority would increase. Factors such as adoption of Softwareasaservice (SaaS), virtualization and access to broadband and wireless to shape the Cloud Computing landscape. Here are the few examples from many research companies are known for their credibility. According to Merrill Lynch research note, by 2011thevolumeofcloudcomputingmarket opportunity would amount to $160bn, including $95bn in business and productivity apps (email, office, CRM, etc.) and $65bn in onlineadvertising. Gartner, a well known information technology research and advisory firm, through their research noticed that Cloud

14

computing is one of the top two strategic technologies in the year 2009 (Figure shown earlier). It also predicts that the impact of cloud computing on IT vendors will be huge. Establishedvendorshaveagreatpresencein traditional software markets, and as new Web 2.0 and cloud business models evolve and expand outside of consumer markets, a great deal could change. Gartner predicts that by 2012, 80 percent of Fortune 1000 enterprises will be paying for some cloud computing services, and 30 percent will be paying for cloud computing infrastructure services. Here is an example of architectural changes which Gartner has predicted for the next coupleofyears. Phase1:Monolithic(Early) Earlycloudcomputingservices willbebasedonproprietaryor internalarchitecturesislands of cloud services delivered by mega providers.ThisiswhatGoogle,Salesforceand Microsoftlookliketoday. Phase 2: Vertical Supply Chain (2+ Years): Over time, some cloud providers will leverage cloud services from other providers (forexample,ISVsmovinginto SaaS on top of Microsofts Azure Services Platform, use of Force.com, use of Google App Engine). Still proprietary islands, but ecosystemsarestartingtobuild. Phase 3: Horizontal Federation (4+ Years): Smaller providers will federate horizontally to gaineconomiesofscale (and efficient use of assets) also, enterprises will leverage horizontal federation for peak capacity (overdraft

protection, cloud bursting). There will be more choices at each layer of cloud computing, and standards will gain momentum.Again,thisisverysimilartothe developmentoftheoverallservermarket.

SurveyConductedbyHosting.com
A survey was conducted by Hosting.com recentlyontheCloudComputingTrends.The survey was conducted across various industries such as Financial Services, Retail, Social Networking, Healthcare, Manufacturing, IT Service Providers, Marketing and Advertising, Non Profits and City Governments. 69% of the organizations surveyed had fewer than 100 employees, 20%hadgreaterthan100butlessthan1,000 employees and 11% had greater than 1,000 employees. The annual revenues of the organizations ranged from less than $1 million to over $100 billion. The survey provided insight into the expectations small, medium and large businesses have of cloud computing, their intended uses, reasons for adopting and expected timeframes for implementing cloud based solutions. After analyzing the survey, the following points couldbeconcluded: Twothirds of the respondents believe than cloudcomputingwillhaveamajorimpacton the IT industry. However, 22% were familiar with the term cloud computing but did not believe it would provide value to their company. The larger companies view cloud computing more positively mainly due to their familiarity with cloud computing solutions. The three most important factors driving organizations of all sizes to invest in cloud computing are Reduced Costs, Uptime and Scalability. Similarly, the two least factors driving the organizations to invest in cloud

15

computing are Rapid Deployment and ConsumptionbasedPricing. 64% of the organizations (mostly large) consider security as a top concern for organizations and understandably so. All businesses spend countless hours and investments to protect their valuable data assets.Duetotheirsize,largecompaniesare morefrequentlythetargetsofmaliciousdata attacks and have a greater need to protect their assets. However, security for organizationsofallsizeswillbecomelessofa concern due to advances in virtualised technologies that have produced increased security options to meet any organizations businessdemands. Morethan50%ofsmallorganizationsbelieve cloud computing will evolve to impact their businessinthenearfuture. Two solutions best suited for a cloud computing environment with respect to the sizeoforganizationsare 250+ Employees Web Applications, ApplicationServer 50249 Employees Web Applications, ApplicationServer 149 Employees Web Applications, DatabaseServer Hence, it can be seen that hosting web applications is the most popular solution for allorganizations. The preference of organizations to pay for cloudcomputingservicesare 32% companies prefer monthtomonth, no contractsandchargedonusageoption 18% companies prefer annual contract and basedonresourceneedsandburstingoption 16% companies prefer monthtomonth, no contractsandbasefeeplusresourcebursting option 34% companies were unsure about the

optiontheywouldprefer From the above mentioned points it can be concluded that there is little difference between how large and small organizations willutilizecloudcomputing.Forinstance,the drivingfactorsforadoptingcloudservicesare nearly the same for companies of all sizes, business size is immaterial in how quickly cloudtechnologieswillbeadopted,executive leadership in small businesses list cloud computing as a high priority and so do the executives of large companies. Small businesses are likely to receive a greater amountofITservicesfromacloudplatform. Hence cloud providers while continuing to create cloud based solutions that provide reduced costs, scalability, improved service level agreements, increased flexibility and overall performance must keep in mind the scopeinsmallbusinesses.

ReactionsofGartnerAnalysis
Cloud computing is helping corporations createnew,costeffectivebusinessmodels.It has opened a world of opportunities for Indian IT companies. Gartner major consulting firm has also holds same opinion withtheirfindings. Gartneranalystsareworldrenownedexperts in their fields, leveraging all of these perspectives to create holistic forecasts of the IT Industry. They say that leading the IT organization in 2010 requires a clear vision formeldingtechnology,businessprocessand financialmanagementintoacohesiveviewof IT investments and priorities. Cloud computingwillplayanimportantroleincost cutting across IT industries which is just recoveringrecession. AccordingtoGartneranalysis,theITspending by industry vertical Markets Worldwide (Millions of U.S. Dollars) in 2009 and 2010 is

16

asbelow: Vertical Financial PublicSector Manufacturing Communications Retail Services Utilities Transportation Healthcare Agriculture, Miningand Construction GrandTotal 2009 502,616 443,368 433,244 201882 210816 172,061 114,306 99,842 79,798 25,391 2010 515,927 459,969 436,024 206,386 214,161 175,046 118,218 101,711 82,207 25,805

services hosted on the internet with many B2CplayersbyJune2010.Thecompany,says Kumar, spends around Rs 190 crore (Rs 1.9 billion) on its internal IT needs annually. These include servers for storage, desktops, networksandbandwidth. "Weareourownguineapigswhenitcomes to cloud computing. Once we are convinced that it is secure and fruitful, we will extend these services to our customers too," says Kumar. Not only will Patni be "able to save around 30 per cent by way of capital expenditure and another 30 per cent on space when the process is complete", says Kumar, but "when we acquire a new company,wewillnotneedtwodatacenters eveniftheheadcountdoubles.Thecomplete new portfolio from the acquisition will be hostedontheweb." Wipro too has built a "private cloud" for internal use. The software giant is now offering that expertise to existing customers to optimize the computing power of their data centers. Wipro is also building what it calls the "enterprise cloud" a capability it plans to offer to clients who have already outsourcedorplantooutsourcetheirhosting or infrastructure management activities with the company, according to Girish Paranjpe, JointCEOofthecompany. "Creating a private cloud is something that Wipro can help clients with. Managing security within private clouds is what Wipro can do. It is much more efficient both in terms of costs and kind of provisioning. Earlier, we in Wipro noticed that once we placed an order for a server, it used to take 43daystoinstall.Nowthatwehavecapacity ondemand,wehavetojustswitchon,andit takesjust36minutes,"saysParanjpe.

Inthemidstofmanypostponed,cancelledor restructured IT Projects in financial services, new sets of priorities and strategies will become more coherent toward the end of 2009.Movement toward SaaS and cloud computing ,shared services, and more selective outsourcing will take firmer shape asneartermprioritiestoaddressconstrained ITbudgets. TovalidatethisresearchbyGartnerwehave reactions from the people from different industries who are potential users of cloud computing A true cloud offering," says Jeremy Cooper, vicepresident (marketing) of salesforce.com (vendor for both Bajaj Finance and Sun Life) for AsiaPacific, "is one that is subscription based, which involves no purchase of hardware, software but only needs an internetconnection.Itcouldalsobeamulti tenancy model where a single infrastructure isusedbymany(likeGoogleorYahoo)." Patni, according to Chief Executive Officer Jeya Kumar, plans to have all its internal IT

2283325

2335453

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Cloudasmajorcostsaver
"Companieslovethecloudastheyhaveonly operating costs to pay. As more and more people are using multiple screens, desktops, laptops, mobile phones and TV screens to access their data, the cloud is inevitable. Corporate India can save lots of money by using the cloud," says Vijay Mukhi who promotes'TheIndiaCloudInitiative'. Ascentius Consulting Principal Analyst Alok Shende: "We anticipate cloud computing to be adopted in segments that currently have low IT penetration and demand solutions withlowcomplexity.Smalltomediumsized businesseswillbetheprimecandidates. Large enterprises may have some initial concerns on compliance, data security and unproven reliability of cloud computing. However,therewillbepocketssuchasback up storage and hosted email service where large enterprises will be more open to employthecloud." Whenacompanyneedsmorecapacityduring its peak season, it simply pays for it on demand.Whenbusinessslowsdownandthe company needs less capacity, its bill goes down because it uses fewer resources. In financial terms, this allows a company to move much of its infrastructure costs from being a capital expenditure to an operating expenditure. Research firm Saltmarch Intelligence says data confidentiality and ability to be audited topped the list of primary obstacles for the use of cloud computing technologies in their organizations, according to a survey of over 1,100 Indian Business Technology professionals. "Security incidents in the cloud have made clear that this new promising technology

comes with complexity and security and privacy challenges. Cyber attacks are executed with precision and patience and security technology seems to fall behind the threat curve," says Indu Britto, group publisher & senior vicepresident, Saltmarch Media. Vendorssaytheyhavetheresourcestomake theirdatacentersmoresecurethananybody ever could and resilience is better because data is distributed and backed up in geographicallydispersedlocations.Cooperof salesforce.com says: "That cloud computing compromises security is a myth. We have 1,800 customers who mostly comprise financialinstitutionsandbanks." Analystsalsosaythatfewfirmshaveworked out "which data should go where from a business point of view. This failing means moving everything to the cloud would not provideanyrealbenefitsasthefundamentals have not been sorted out. It would merely "create a new set of network dependencies because the data is no longer in the same datacentre". There are other hurdles too. Dearth of sufficientbandwidth,lackofrobustnetworks, virtualization and security issues could delay adoption of the technology. More than 30 per cent of large businesses have some enterpriseapplicationsinthecloud,buttwo thirds do not have a security strategy for cloud computing, a survey conducted by IDC found. Inspiteofallthesehurdlesthecloudisawin win for everyone, in this critical juncture where majority of the industries looking for ways to cut down the cost and improve efficiency.

18

Learning from Adopters of Cloud ComputingVendors

According to survey by KPMG in May, 2010 the benefits of cloud computing are measuredbytheprofitsachievedbyvendors. The multi tenancy concept of cloud computing the IT resources are exploited moreefficientlywhichleadstolowcosts.Asa resulttheservicesareofferedatmuchlower price compared to on premise alternatives. At every layer cloud computing provides alreadyinstalledandinstantlyusableservices due to which implementation is less complicated and less time consuming. Combingwithpayasyougoorsubscription modelsthatarecommontocloudcomputing customersonlypayforwhattheyuseandthe ITcapacityisalwaysavailable. The survey result of the main concerns for using cloud computing is shown below. The survey was conducted among 125 members who were from various organizations of differentsectors.

lead to major disruptions regarding security breaches. Integratingdifferentsystemsandapplications hasbeenlongstumblingblockinITbutcloud computing is not about to change it as the vendors are building their own standards which complicates integration with other vendors. Thefurtherdevelopmentofcloudcomputing will remove the need of hardware, and software licenses .There would be limited consultancyandITmanagementwhichwould change the IT markets profit model which is mainly based on onpremise IT for the last two decades. The cloud computing vendors show that profit margins are paper thin and financially so far it has been a dubious businessmodel.

FuturescopeforCloudComputing
Online optin survey fielded by the Pew Research Centre reveals that nearly 71% of the respondents well versed in technology agreedwiththestatement: "By 2020, most people won't do their work with software running on a generalpurpose PC. Instead, they will work in Internetbased applications such as Google Docs, and in applicationsrunfromsmartphones.Aspiring application developers will develop for Smartphone vendors and companies that provide Internetbased applications, because most innovative work will be done in that domain, instead of designing applications thatrunonaPCoperatingsystem." Some experts believe that people in technology driven areas will allow them to havethecloudintheirhomes. Mobile cloud computing is the thing of the future, with mobile cloud computing

Source:KPMGtheNetherlands,2010

Some of the major problems KPMG figured outduringthesurvey,organizationsthatare benefitted by cloud computing services will have some major concerns in near future. The report says till now the major incidents regarding security breaches are low. The vendors who providing cloud computing services have a higher adoption rates and exceptionally strong market positions but its dependencywillincreaseinfuturewhichcan

19

applications, as long as you have access to the web, you have access to the mobile application.Thiswillactasdisruptiveforcein the mobile world, since there is no need to have relationship with the mobile operators to access particular mobile applications. Mobile applications will begin to store the datainthecloudasopposedtoonthemobile device, and the applications will become more powerful as processing power is also offloaded to the cloud. Applications like Schlage and few applications of iPhone app are likely to come up, with remote keyless entry system which can help user to control homefromadistance.Thisismeaningfulonly when there is speedy 3G mobile internet access everywhere without any intermittent connection issues and slow speeds and to utilize the faster networks, mobile with better CPU is needed. Initiatives like OMA's Smartcard Web Server, essentially a hopup SIM card that connects directly with the carriertopushapplicationstomobilephones have come up. There's also TokTok, a technologythatallowsaccesstowebservices like Gmail and Google Calendar by voice. With voiceenabled search like this, mobile apps could talk directly to the service itself without the need for the user to launch a webbrowser. IBM Blue Cloud is ReadytoUse Cloud Computing based on open standards and open source software that will allow adapt centers to operate like the Internet across distributed resources. Such an Initiative by one of the big players in the IT industry will risethedemandforcloudcomputing. Paul Slakey, who is Googles Head of Enterprise Sales, Asia Pacific and Latin America, said that "cloud computing can be usedtocaterforthedemandforonpremise data storage and offline access, Google is

working on developing offline functionality foritsrangeofWebhostedapplicationsand itisclosetohavingofflineGmail". All these major changes are just few years away,buttheconcernis,onlythosemarkets with higher internet participation and higher subscription penetration will lead the way which includes Western Europe, North AmericaandfewpartsofAsia. Eventhoughwearetalkingaboutthefuture here, surprisingly cloud businesses have alreadygrownbyover200%onlyinthisyear, anditisgoingtohavephenomenalgrowthin nextcoupleofyears.

[FactsaboutCloudComputing]
In 1961, Stanford professor John McCarthy

wasoneofthefirsttosuggestatimeshare, servicebureaucomputingmodel
Ina1996paper,TheSelfgoverningInternet:

Coordination by Design, MIT researchers used the term cloud to describe foundationalelementsoftodaysmovement.
AmazonElasticComputewasthefirstmajor

cloud computing service to embrace the cloudtechnology.

Google's entry into the enterprise cloud

marketplace came with the February 2007 launchofGoogleAppsPremierEdition.

Inlate2009thecityofLosAngelesreported

thatitwilllikelysave$5millionbyswitching from Novell's GroupWise desktop software tocloudbasedGoogleApps.

Research and Market analysts are more

bullish, expecting cloud computing to be a $160.2billionmarketby2015.

IBM is working on a computing system

dubbed project Kittyhawk that would be capable of hosting the entire Internet as an application.

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[CLOUDCOMPUTING:ADEVELOPINGWORLDPERSPECTIVE]
NinadDhavase
Cloud Computing is no more a technical term, ratherithasbecometheneedofthetime.You might be an entrepreneur planning to start a new business, or a MidCap company planning tostartadatacentreforyouresteemedclient, or a government official charged with the task of developing a system to deliver efficient services to the citizens, you cant move ahead in your strategy without giving Cloud Computingathought. Cloud computing is like a Giant Office Building whereeveryonesharestheinfrastructureandis abletocustomizeaspertheirneeds.ItisaPay asyougosystemwhereyoupayonlyforthe time/space you use, just like the time sharing system used during the early days of the computer evolution. Cloud Computing (C2) releasesbusinessesfromthecumbersometask ofsettingup,developingandmaintainingtheIT infrastructureattheirend. Cloud Computing has tremendous advantage for the Businesses, Research Departments and governments of the developing economies. Theseeconomies,whichhavelimitedresources to invest in technology, need not worry about keeping abreast with the technology. Cloud Computingissuperagileandwilltakecareof upgrading to the new technologies. Cloud Computing provides three kind of services Infrastructure as a service (IaaS), Platform as a Service (Paas) and Software as aService(SaaS). These services are spread across three most expensive elements in any system namely Storage, Servers and Software Applications. C2 thusprovidesalevelplayingfieldforeveryone andreducesthesetuptimeforenterprisesand individualstostarttheirbusinesses. The developing countries are living in a very prime age. Those who have some systems in place and want to upgrade, as well as those who do not have any, have a wonderful opportunity to reap the benefits provisioned by C2. SMEs who are willing to venture into newarenas,canutilizethelowcostsolutions providedbyC2.Atthesametime,SMEscan act as vendors of the big C2 giants and establish a nexus between the producer and the consumer. There is a definite need for such agencies. This will help develop a complete ecosystem of Producers, Cloud agents and the Consumers. This ecosystem will help generate a lot of revenue for both the people and the governments, which will triggeratechnologywaveinthecountry. On the other hand, C2 behemoths like Microsoft,GoogleandAmazoncanenablethe process of setting up infrastructure in these developing countries which will ultimately benefit their businesses and can also feature in their Corporate Social Responsibility columns. It is impossible to think business without an IT arm and hence large organizations can leverage the cloud technology to bring a transformation in the waytheyruntheirbusiness. In a classic example from India, the Apparel Export Promotion Council has developed a cloud platform that provides computing servicesandenterprisesoftwaretomorethan 11,000 of its members most of whom lack the capital and resources to build their own ITinfrastructure. C2 will surely require some boost from the providersandtheearlyadaptersinorderforit to penetrate up to the grass roots. The benefits are multifaceted, but as with any

21

newtechnologyC2isfacingsomecriticabout the Confidentiality, Integrity and Availability aspects. While companies and governments are busy thinking about the pros and cons of C2, individuals have already accepted cloud services and are heavily relying on it to providethemubiquitousaccesstotheirdata. As on September 2008, Google docs, a cloud based application from Google had a registereduserbaseof4.4Million.Consumers have been very agile and shown enormous faith in the capabilities of cloud, and hence have reaped the maximum benefits. In an interestingcasereportedbyNewYorkTimes, a22yearolddeveloper,WilfredMworiafrom Kenya developed an iPhone app using an online iPhone simulator service hosted in the cloud. (Kenya doesnt have an iPhone service yet).Hecannowsellthisappacrosstheworld using the cloud, and thereby widen his customerbase. Time is not far, when individuals will start paying a few cents to access these services and cloud will be the distinguishing factor contributing to the revenues of an organization. Toconclude,C2thoughinanascentstagehas all the potential to grow into a phenomenal technology, which will be able to serve any industry. To concord with Thomas Friedman, WorldisreallygettingflatandC2istheprime catalyst.

[OneSmallIncident]
SudarshanTaparia My father is the eldest among his brothers. From an early age only he was mischievous and had a penchantforcricket. ThereisasayingthatYouhavetoreapwhatyou sow.Duringhis12thpreboardsheloiteredamong his friends the whole month playing cricket, the resultswereinevitable,hefailedmiserablyin3of his5subjects. Onhearingabouttheresultsatafamilyfunction, my uncle pondered for a while he said Hmm.. It seems that your main aim in life is to work as a munimunderRaju. Those words pierced him as if an arrow scars the heart. He couldnt sleep that whole night. In the morninghemadeavowtoprovehisunclewrong. Hestillhad3monthstomakeamendsbeforethe commencement of boards. Papa devised a timetable and started studying vigorously. He clockedaround10hoursthefirstday,increasingit to 12 and then gradually taking it to a whopping 18hrsaday!. After 3 months, the results left his Uncle Zapped. He had got distinction (above 85%) in Physics, ChemistryandMath. That one incident changed my fathers entire life. He found out that there is no shortcut to success and keeping this mantra in his mind, he later graduatedfromtheprestigiousBITSPILANI. Currently, he is a successful entrepreneur having distributorship and dealership of reputed brands like Godrej, Onida, LG etc. Having crossed half century, he now aspires to tread into real estate andsocialentrepreneurship. MyidolhasalwaystaughtmetobelieveinGodas God helps those who help themselves. He exemplifies hard work as the key to success and tellsmenottobeafraidoffailures.Forthosewho rediscover themselves after a debacle and learn something from it call it an awakening or a revelation.

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[THEGOLDENCLOUD]
FromCapExtoOpEx
ParulSaxena

Cloud Computing transforms the financial paradigm of an enterprise. Cloud Computing shifts the CAPEX (Capital Expenditure) to an OPEX (Operating expenditure) model by use of operational expenses rather than capital assets and the treatment of operating statements rather than balance sheet management. Adopting the Cloud Computing paradigm seeks to make more money (increase revenues) while driving capital costs down through greater efficiencies of working capital and OPEX changes. As per IBM's CTO forCloudComputing,KristofKloeckner,cloud computing reduces IT labor costs by up to 50%,improvescapitalutilizationby75%and reducesprovisioningfromweekstominutes. However what is the primary motivation of any firms financial resource? It is cost reduction. How does cloud computing efficiently achievecostreduction? An article written by Michael Amburst, The View of Cloud Computing answers this questionthroughthefollowingthreecases: Case One Demand for a service varies with time. If a conventional data center is provisioned for its peak then it would be underutilized on other days. Instead, cloud computing lets an organization pay by the hour for computing resources, potentially leadingtocostsavings,evenifthehourlyrate to rent a machine from a cloud provider is higher than the rate to own one. As per the example taken by Michael Amburst, if an enterpriseservicehasapredictabledemand

whereatpeaktherequirementis500servers whileattroughonly100arerequiredandthe average utilization over a whole day is 300 servers,theactualcostperdayis30024= 7,200 server hours; but since it must be provisioned for the peak of 500 servers, we pay for 500 24 = 12,000 serverhours, a factorof1.7more.Therefore,aslongasthe payasyougo cost per serverhour over three years (usual amortization time) is less than1.7timesthecostofbuyingtheserver, utility computing is cheaper than conventionaldatacenters. Case Two Forecasting of unknown demand. For example a startup meets invariable demand. Initially there might be a high demandbutitmightgraduallyweanaway.A second scenario could be unforeseen demand. To understand that by taking a hypothetical example, we can divide the users in two categories: active users and defectors(thosewhoabandonthesiteorare turned away from the site due to poor performance). Assuming that 10% of users are lost permanently due to underprovisioning in peakhours. If we have 400 servers with each having capacityof1000users,totalcapacitythatcan be handled is 400000 users .But with due popularity if it has 500000 hits in 1st hour then as per our assumption 10000 users are lost(permanently)with4,90,000usersleft. If in next hour, we have 2,50,000 new and unique users then as 10,000 can still be accommodated rest 2,40,000 are

23

permanently lost which in turn will leave with 24,000 defectors so we have 3,76,000 usersnow. Nowifthesamepatterncontinuesfor 19 hours then we will have nearly zero new users and site reaches a steady capacity. So, Service operator could never utilize its capacityfullyfromwhichwecandeducethat underutilizationresultsinthebadreputation from the dissatisfied users. Thus Cloud Computing offers elasticity that a normal data center can only provide when it is over provisioned. Case three Finally, by performing batch analytics, organizations can use the cost associativity of cloud computing to finish computations faster: if it uses 1,000 EC2 machinesforonehouritcostsequalstousing onemachinefor1,000hours. Drawing a table as per DennisOSullivan in
Parameters Pricing Onpremises software License+ maintenance+ support Softwarelicenses, hardware Veryhigh Prolonged,basedon fulllicenseand hardwarecosts High,difficultto measure.Many componentsand hiddencosts Cloud Computing Payasyouuse transactionor subscription costing None Verylow Rapid,based onlowup frontcosts Lowand totallyvisible. Costsall includedinPay asyouGo fees Nohidden costs;low configuration costs Lowbasedon lowupfront costs Operating costs,flexible basis Costs100%tax deductible; VATdeferred (attimeof publication)

The Internet Cloud with Silver Lining to analyzefinancialbenefitsofcloudcomputing over desktop computing we observe cloud computinghasanupperhand. Costsavingsarealsoincurredwithrespectto real estate (required in data centers), power and cooling costs. Thanks to virtualization and the clouds capability of tapping resources (either through a private cloud or tapping publicly available cloud resources), data centers can rein in the unrelenting pressuretoexpandtheirphysicalfootprint. Cloud computing fosters business innovation by enabling organizations to explore quickly and cost effectively the potential of new, IT enabled business enhancements that can growwithunprecedentedscale Thus, Cloud Computing offers managers an opportunitytokeepinpacewithadvancesin technology,atcheaperrates,withoutcapital expenditure, avoiding business interruption and without considerable consulting and technologyfees.

[OnlyforYou]
SuneetMalik
Youaremyspirit,youaremyskin, Youaremymoon,wantandwish ThatIshallbeyoursun, Tobringhappinessinyourlife, Andmoontobemywife... Wantinmylifesuchanaction, notafraidofyourreaction, Itsuptoyou,whatyouchoose, ButIhavenothingtolose,becauseforeverinme Youspeaktomyheart;youarelikeacream, Stillit'ssuchashamethatweareworldsapart!!! Wereyoueverkeentoknow,sincewhenIloveyou? No!ButitwasfirstwhenIsawyouinforth, Butforyoumylovewasofnoworth, Ididntcare,hopeyouunderstandoneday, ButIdarenotsaythatyesIamyours, Andwillbeforever...untilmylifefliesaway, Untilmylifefliesaway!!!!

Capital expenditure Costofentry Returnon investment Totalcostof ownership

Hiddenand additionalcosts

Costtobenefit time Budgeting

Hardware,support, maintenance, installation, customization Highbasedonhigh upfrontcosts Capitalexpenditure

Taximplications

Capitalallowances; VATupfront

24

WhatdoyougetwhenyoutakeanHTCHD2, add 4G WiMax connectivity, a front facing cameraanduseAndroidinsteadofWindows Mobile?YougettheHTCEVO4G!Sprinthas racedtheEVO4Gtomarket,givingthemthe distinction of being the only carrier in America to carry a 4G Smartphone. Along with that, the EVO 4G offers many other claims to fame. It can do live video chat, it's the first Android device to natively support highqualityYouTube,hasakickstandandan HDMIportforoutputtingvideotoaprojector orlargertelevision.Onpaper,theEVO4Gisa monster, it's truly the most powerful and featurerichAndroiddevicetodate. TECHNICALSPECIFICATIONS The device has a Qualcomm QSD8650 SnapdragonCPUclockinginat1GHz,running ontopofAndroid2.1. Ithasanample512MBof RAM,plus1GBof ROM.Italsocomeswithan8GBmicroSDcard forstorage,althoughthisisexpandableupto 32GB. The capacitive display is a traditional backlitLCDandis4.3"andWVGAresolution, whichisthesameastheHD2. TheEVO4Ghasanumberofwireless radios and components: WiFi, WiMax, CDMA, Bluetooth, FM Radio, GPS (assisted), and evenadigitalcompass. For imaging, there are two cameras. The front camera captures image at 1.3MP and video at VGA resolution, while the rear camera (which has a dual LED flash) takes stillsat8MPandvideoat720p. For video out, there is a microHDMI type D connector,andforsyncing/synchronizingand charging,wehavemicroUSB. The battery is 1500mAh, though we wish it weredoublethesize. The EVO's build quality is modestly higher than average, but isn't excellent. It is a genuine feel in hands and the screen too, is

PRODUCTREVIEW[HTCEVO4G]
ParampreetSaluja

very robust. Unfortunately, the back plate doesn'tslideofflikeinotherHTChandsets youllhavetosnapitoutwithyourfingernail. The phone doesn't feel cheap, but these characteristics detract a bit from the build quality. The EVO's 4.3inch screen is considered by some to be the device's principlesellingpoint.It'sroughlyhalfaninch largerthanthedisplayontheN1,butit'sthe same exact resolution. This means that you don'tnecessarilygettoseemorecontentit juststretcheseverythingtoabiggersize.This is evident when you look at the EVO closely next to an N1 (Nexus One). The big screen has some advantages, but there are also some disadvantages. It makes the device cumbersome and awkward to use for one handed operation. Much like a tablet, the EVO tends to be more comfortable to work withwhenusedinlandscapemodewithtwo hands.

25

SOFTWARE The EVO 4G uses pretty much the same version of the Sense interfaces than do the HTC Desire and Legend. You get seven homescreens which you can fill up with a variety of widgets, shortcuts, folders, and more. The Scenes feature lets you save preconfigured widget setup so that you can have different configurations for different purposes. The web browser on the EVO 4G is very capable,thoughnotasfastasthebrowserthat comes in Android 2.2 (though the EVO 4G is upgradeableto2.2).ItusesFlashLitetobring someFlashcapabilitytothebrowser. PERFORMANCE Overall, the EVO 4G is a fast device. While runningmultipleapplicationsthereareneither any issues with the device getting slower nor thereisadelaywhenlaunchinganapplication for the first time. Call quality and cellular reception is fantastic. The EVO 4G has a 1500mAhbattery,whichisclearlynotenough to power this monster. It's odd because the HTC HD2, with a 1300mAh battery,has about 50% better battery life than the EVO 4G. It's possiblethatthe4Gchipmaysuckoutalotof juice,orperhapsit'sthebalancingactthatthe device must do constantly to select between 3G,4G,andWiFi. PROS Huge,beautifulscreen Solidperformance Dualcameras Kickstandhasalotofutility FirstAmericansmartphonewith4G HDMIoutput Onscreenkeyboardissupereasytouse Greatcallquality CONS Batterylifeispoor

Deviceislargeandheavy 4Gnetworkisinitsinfancy,isn'tthatmuch fasterthan3G CONCLUSION Wecancomfortablysaythatifyoudon'tmind the bulkiness of the handset and have no issueswithchargingyourphoneoverandover, the EVO 4G is the best Android phone out in themarketrightnow.Don'tbuythisphonefor the 4G, because right now it's not that big a deal.Therealattractionistheoverallfeature richness of this phone, plus the experience it provides to the user through the buttery smooth HTC Sense interface. This is truly a phonethatcangrowwithyou. I give the HTC EVO 4G a 4/5.

Overall
Riddle1 Onlyonecolor,butnotonesize, Stuckatthebottom,yeteasilyflies. Presentinsun,butnotinrain, Doingnoharm,andfeelingnopain. Whatisit. Riddle2 Therewasagreenhouse.Insidethegreenhousetherewasa white house. Inside the white house there was a red house. Insidetheredhousetherewerelotsofbabies.Whatisit? Riddle3 Whatisinseasons,seconds,centuriesandminutesbutnotin decades,yearsordays? Riddle4 Theonewhomakesit,sellsit.Theonewhobuysit,neveruses it.Theonethatusesitneverknowsthathe'susingit.Whatis it?

Answers: 1. Shadow 2. Watermelon 3.Lettern 4.Coffin

26

[MANAGINGTHECLOUDS]
AnamikaDatta
The cloud applications and platforms require management and processes to support the traditional applications. Most of the IT applications and (IT) infrastructure are being shiftedtothecloudbytheorganizations.The needformanagingandenhancingthesecloud applications are growing with time. Since there is no hardware or software tool by the infrastructure to manage the cloud applications, more efforts are needed to be put for the cloud maintenance. Hence, the managing part of this application is essential with potential benefits to the organization. applications to service storage to spam management.SaaS (softwareasaservice)isa part of the great mix called utilitystyle infrastructure. IT is plugged into cloudbased services for the most part. The aggregation and integration is coming up with the individual services provided by cloud computing. use The "Cloud Ready" program helps the customers to migrate to the Cloud Computing environment. Google Apps provides assistance to this program. Another example of cloud computing can be Google Docs. The main focus is on delivering new ways to give the best to the customers and the easiest access to all the online information. The file management and synchronization is dealt by integrating Cloud ComputingalongwithGoogleDocs. Factorsformanagingtheclouds Scalability The resources provided by cloud computingmostlyareondemandformostof theorganizationneedswhichincludesservers, storage and networking. This nature of cloud computing states that more the demand grows, the more easily one can match the capacity/costs to the demand. Cloud computing allows the developers to deploy theIToperationsthatcaneasilybesuccessful without paying serious attention to the locationandnatureoftheinfrastructure.Itis a platform for the most cost effective and a flexible technology where even small competitorscanearnwiththeirskills. Cost Management In cloud computing, the need to switch from capital investment to an

The iterative capabilities provided by cloud platforms support the needs of a growing business.IfonethinksfromtheneedsofanIT perspective,fewpointscomeintomindwhile incorporating Cloud Computing like increasing capacity or adding capabilities without any new infrastructure investment, new personnel training, or new software licensing. The cloud concept encompasses serviceslikesubscriptionsorpayperuseover theinternet,allinrealtimewhichwillextend the capabilities of the IT background. The whole idea of cloud computing is still at a premature stage, with a host of large providers and small deliverables, a pinch of cloudbased services from fullgrown

27

operational expense arises frequently. When it comes to cloud computing adoption, cost plays a key role. The decision of adopting a cloud is mainly based on operational costs which require some serious analysis by every organization so as to understand the internal needs as well. The data centers of most organizations are oversized when they are builtandrunatautilityrateof60%.Basedon consumption,cloudcomputingprovidesoffers likepayperhourorpaypergigabyte.Thishas createdahugeimpactontheeconomyofthe industry. Flexibility Cloud computing has an understated advantage which enables the organization to be more agile. The new computing capacities are growing at a fast pace which is a vital element for cloud computing. Rapidly changing factors like storage, bandwidth, and memory along with computing power needs to be adapted instantaneously. Most infrastructure designs focus on the flexibility to change or add or moveanapplicationonaverylittleamountof time. This nature of cloud computing serves anadvantagetotheinhousedatacenters. Disaster Management The burden of technologymanagementisonthetechnology provider. An estimation of disaster recovery costs is twice the cost of the infrastructure builtforcloudcomputing.Atrueestimatecan be done with a cloudbased model with a reasonablesaving.Replicationofdataisdone bycloudserviceproviderssoastorecoverthe loss of data centers is covered. The previous managed solutions cannot match the level of recovery so every business needs to plan accordingtotheenvironmentalchanges. CloudManagementServicesandTools Postini is a cloudbased antispam service by Google provided by IBM, SecureWorks and Verizon. Desktop management services are

offered by CenterBeam or Everdream. Tap In SystemsprovideCloudManagementServices.

RightScale, is managing hybrid clouds which builds an environment in which applications are transferred between public and private clouds. FastScale Technology aims to provide the solution with inhouse VMware environments FastScale Stack Manager WorkstationEdition.

References:
[1] SyncplicityEnhancesSyncandCloud ComputingforGoogleApps http://blog.syncplicity.com/2010/01/12/ syncplicityenhancessyncandcloud computingforgoogleapps/ [2] LTechCloudComputingServicesSearch http://www.ltech.com/ [3] GrowingWaveofCloudManagement Options http://www.itbusinessedge.com/cm/ blogs/cole/growingwaveofcloud managementoptions/?cs=31895 [4] 3CrowdLaunchesCloudManagement PlatformCrowdDirectorToThePublic http:// www.techcrunchit.com/2010/07/11/3cro wdlaunchescloudmanagementplatform crowddirectortothepublic/ [5] PrivateCloudManagement http://www.vmworld.com/community/ conferences/2010/cfpvote/pcmanagment

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[THEGGAME]
ParampreetSaluja
Healthy competition is always valued, but when this competition becomes aggressive it turns into a war. I am not talking about the warwithswordandspearsbutthisisthewar of brains, the battle of the two biggest tech giantsAppleandGoogle. It all started when Google introduced its G PhoneinthemarketfollowingApplessuccess with its iPhone. This was enough to beard the lion in his own den and so Apple came up with newer versions of iPhone and an enhanced version of its softwareiTunes. Togiveitatoughfight cameinAndroid,anopensourceOSand a very powerful in its kind, by Google. Therefore, the war became official and the saga of the tech giants started. Adding fuel to the fire, Google is believed to be coming up with its own music service, GOOGLE AUDIO, which would pose a tough contender to the biggestmusicserviceprovideriTunes. Googlesplansdoappearquiteadvanced and such a product is believed to be coming soon. Rumors about Google getting intothemusicbusinessaregettingstrongerby the day. Google itself hinted at a music store and an associated service for Android and a Google music logo was found on Google servers. Now various sources from the music industry claim (Lala, iLike, Pandora, imeem) thatthisservicewouldbelaunchingasearlyas thisfall.CNEThasreportedthatseveralpeople have confirmed that this service will be launched in this US holiday season [1]. Also, according to the Android product manager, Mr.GauravJain,inoneofhisinterviewon2nd July,2010withanIsraelifinancialnewspaper, Calcalist, he testified/hinted that this service would be launched with the Android 3.0[2]. The difference between Apples iTunes and the yet to come GoogleAudio is that of streaming.Googleclaimsthattheproductwill havethecapabilityofprovidingtheuserswith downloading and streaming services; while iTunes currently offers only downloading services. Initially, the G Audiowasthoughtofbeinglaunchedfor Android users alone, but now it will be for all the users. For the Android users this service will be based on the cloud computing service i.e. the android users will be able to download the data on their mobile phone directly through wirelessservices. Google has already signaled that it wishes to give phone users equipped with Google's Android operating system a better music offering. At Google's I/O conference in May, the search engineofferedattendeesademonstrationofa WebbasediTunescompetitor. GooglesCEO,Mr.EricSchmidt,alreadyboasts great success in the industry with YouTube. Beforethreeofthefourtoplabelslaunched& took control of their videos YouTube was by fartheWeb'smostsuccessfulstreamingmusic service. Zahavah Levine, YouTube's general counsel, who previously worked with RealNetworks' Rhapsody music subscription service, has a prominent role in helping to developGoogle'snewmusicstore,thesources

29

said. Google has partnered with Lala and iLike (which was recently acquired by MySpace) to provide previews and purchasing links. Music suggested is provided byPandora,iMeem,andRhapsody.Userswill also be offered the opportunity to purchase songs for download, both have confirmed. BothiLikeandLalaprovideslimitedstreaming services today. Lala lets users stream a song once,thenausereitherhastopayoronlyget a30secondclip.iLikehassomefullstreaming, some30secondclips.MySpaceMusichasfull streamingrightsfromallfourmajorlabels.[3] If the reports are to be believed, Google Audioispoisedtobecomeaonestopshopfor music lovers, thereby making the giants first stepintothedigitalmusicmarketaleap. The service puts Google on track to compete formusicloversattentionwithApplesiTunes and could provide a big boost to the participating music services, as Google currently holds about 70 percent of the internetsearchmarket. GoogleisracingiTunestobethefirstonewith a cloud service. Sources in the entertainment industrystatethatAppleisworkingonaWeb based iTunes service that could enable users tostoremusicandvideoondigitalshelvesand then stream the content to Webenabled devices. Google is still the undisputed provider of the cloud services and will not let go the cloud entertainmentspacesoeasilybutappleisthe masterofthemusicindustry.Itwillbeagreat fight to be awaited for. May the best PROVIDERwin!

[MarkShuttleworth]
SudarshanTaparia
The creator of Ubuntu whzichmeans'forhumanity'. Born in Welkon, Free State South Africa as a son of a surgeonandanurseryschool teacher,heholdsadegreeof Finance & Information Systems at the UniversityofCapeTown. His entrepreneurial stint began in 1995, when he formed acompany 'Thawte' which dealt with Internet Security and digital certificates which was later acquired by Verisign for 3bn USD. In 2000, his next venturewastheHBDcorporationtonurture the talent of young entrepreneurs. Due to hisloveforfreesoftwareandbeinganopen source fan, he founded Cannonical Ltd in 2004tofundinfreeprojects. Apart from being an technocrat, he is a philanthropist and a space adventurer. The Shuttleworth foundation is one of the biggest nonprofit organizations in Africa thatsupportssocialinnovationsineducation inAfrica.On25thApril2002,heselffunded his mission to space by investing 20 million dollars. He is an inspiration to all the budding entrepreneurswhowishtopursuetheirown venturesandatthesametimehavethezeal tocontributetothesociety.

REFFERENCE
Google Audio October 23, 2009, http:// www.wired.com/epicenter/2009/10/google audiolalailikepandoraandimeem/

30

TURALLYIT NA
RichaSingh

Nature has given summons and it is demandingattention.Energycrisisaroundthe world is craving for some sombre thought. Development is what we are looking at but developmentatthecostofnatureiswhatwill castigatethesociety.Butthequestionlikelyto arise is how can IT, potentially be harmful whenthephysicalelementsassociatedwithit are so low. The software that lacks a physical form or the cloud of internet used for computing,canpossiblycauseanyvisibleharm orpossesanykindofthreat?? The answer exists in reexamining the IT environment once again. The exigency for energy is rising and so are the prices. If the trend continues business will face a future challenge of economic sustainability. Manufacturing sectors have always been the majornucleusofenergyconsumptionbutITis muddling through pretty fast. Be it the maintenance of data centers or distributed architecture, all has come up by paying heavy costs in terms of energy consumption. Read the given fact and you will understand the conceptbetter. A typical 10,000squarefoot data centre consumesmoreelectricitythan8,00060watt lightbulbs.Thatrepresentssixto10timesthe power needed to operate a typical office building at peak demand, according to scientists at Lawrence Berkeley National

Laboratory.Giventhatmostdatacentresrun 24x7x365 , the companies that own them could end up paying millions of dollars this year just to keep their computers turned on.2ForresterResearchestimatesthatdata centres require 0.5 to 1 watt of cooling power for each watt of server power used, and that a typical x86 server consumes between 30% and 40% of its maximum powerwhenidle.[1][2]

As published in IBM Global Technology Services January 2007 Green IT the next burningissueforbusiness.Tocontinuethelist I must mention EWASTE disposal as yet another apprehension. The fact that E WASTES are non biodegradable is itself enoughtoagitatetheecologicalcycleofthe nature. Equipments like computers, cameras, powertools,watches,calculatorsarenotonly non biodegradable but also have toxic substances in them. The most common

31

practicesadoptedforclearanceofewasteare acid baths, land filling and open air burning. Examining each one in detail will bring out a morealarmingpicture..Landfillingmayleadto pollutionofthesoil.Thismayleadtodecrease in the productivity of the land and harmful chemicalsmaygetintothefoochainleadingto biomagnification.Andnonethelesstosaythat openairburninghasalwaysbeingadevastating consequencefornature. Green house gas emission is another serious trepidation. According to GARTNER, PCs and monitors (excluding embodied energy) are the biggest culprit contributing almost 39% to green house gas emission closely followed by servers (including cooling) of 23%. The overall contributionoftheITsectoris2%.Finallyithas

interest in green IT strategies and solutions, attributed to both cost reduction and environmentalresponsibility.Thedatapoints to a shift from implementing green technologies primarily for cost reduction purposes, to a more balanced awareness of also improving the organizations environmentalstanding. Kudos to the big giants, but GREEN IT as a conceptisstillinitsnascentphase.Inspiteof the stipend it offers in terms of cost saving and reduced carbon footprint, companies havenotlookedupinthisissue.GREENITis notontheprioritylistasotherbigfishesare promising better returns for the immediate future.Iintendtowritethistocatchaneye whichcantakethebatonahead.ITistimeto gogreen.

Yes, you heard it right! IT is time tO GOGREEN

References
[1] DATACENTERSPoweringDown SusannahPattonCIO.com,15April 2006. [2] PowerAndCoolingHeatUpTheData Center RichardFicheraForresterResearch 8March2006 made a small contribution to the dreaded globalwarmingscenario. Thealarmbellsareringingandsomeofthebig players have already taken a note of it. Microsoftistheplayerwhohastakentheissue very seriously. A portal by the name of Microsoft environment contains all the detailsaboutthecommitmentsofthecompany towards green IT solutions. The trend is towards products thatwill help tosave energy inthelongrun. According to a press release by SYMANTEC in CUPERTINO, Calif. May 27, 2009 data, seniorlevel IT executives report significant

LaughOut
TechSupport:"Ineedyoutoright clickontheOpenDesktop." Customer"Ok." TechSupport:"Didyougetapopupmenu?" Customer:"No." TechSupport:"Ok.Rightclickagain.Doyouseea popupmenu?" Customer"No." TechSupport::"Ok,sir.Canyoutellmewhatyou havedoneupuntilthispoint?" Customer:"Sure,youtoldmetowrite'click'andI wrote'click'."

32

[Sketches]from
UshaKiranKorla

[Amazing&Beautiful]
RiteshDass Sometimeslifeturnsupinsuchaway, Whereonehasnothingaroundbutamadfray. Legionsofpeoplearearoundbutstillyouresingle, Thebellofhappinessinsideyoudoesntjingle. Whenthewayaheadofyouisfullofmist, Findingsomeoneyouloveisarealtryst. Pleasureofmeetingsomeoneyoulove, Seemsasifyourhandgottouchedwithadove. Timedoesntpassawaywithoutlisteningtoher voice, Howtonurturearelationshipisalwaysamatterof choice. WaitingforthemomentwhenIcanholdherhand, WhenIcanwritehernameonthedunesofsand.

Mysoulfindsanunknownsolacewithinher, Notsensingherpresencearoundgetsmysightblur. Packedwithcare,love&surprises,sheisasparkling beauty, Wardingherofffromanyevilismyhumbleduty. Beinguniqueisherwaywhichnoonecandon, FoundashoulderwhereIcansobandrestmyhandson. Smallarethethingsthatmakeherhappy, Noneedofbuyinghersomethingwhacky. Thewayshehasimpactedmyheartisverydeep, Canbeawakemyentirelifetowatchhersleep. Wanttoseetwodifferentsoulssubmerginginone, Theverypurposeofmylifeonthisearthwillbedone.

33

CROSSSUDOKU(Difficulty:Medium)

LaughOut
[HomelandSecurity]
Anoldarablives40yearsinNewYork. He would love to plant potatoes in his garden, but he is lonely and old and weak. His son studies in Paris. He writes an email to his son about his problem. Dear Ahmed, Im very sad because I cant plant potatoes in my garden. Im sure if you would be here, you could helpmetodigmygarden. Iloveyou.Yourfather The day after the old man gets an email. Dear father, please dont touch the garden. Ive hidden the thing there. I loveyoutoo.Ahmed 4 oclock in the morning the US Army, the Marines, the FBI, the CIA and the RANGERScometothehouseoftheold man. They search everywhere, take apart the hole garden, dig every milimeter, but dont find anything. Disappointedtheyleave. Thedayaftertheoldmanagaingetsan emailfromhisson.

[LogoQuiz]

1.

2.

3.

4.

I hope your garden is digged by now andyoucanplantyourpotatoes.Thats all I could do for you. I love you. Ahmed

5.
Answers: 1.Konami 4.Billabong

2.Hilton 5.Apple

6.
3.SunMicrosystems 6.Boeing

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Flexiant isaSoftwareandServicesCompany, one of the only three independent public cloud providers in Europe and five worldwide. Its public cloud, Flexiscale, was Europes first cloud platform and was launched in 2007. In March 2010, the company launched its flagship product, Extility, a private cloud that allows licensees to build their own cloud and sell cloud servicesundertheirownbrand. Flexiscale ItwasoriginallydevelopedbyXCalibre Communications,anawardwinningcompany with a 12years track record of providing hostingservicestotheenterprisemarket.In December 2009, XCalibre was sold to Webfusion and the original team at XCalibre acquired Flexiscale, launching the new softwareandservicescompany,Flexiant. Extility It allows hosting companies and data centreownerstocompeteonanevenplaying fieldwiththebigthreeglobalmarketleaders in cloud virtualisation: Amazon, Google and Microsoft. A licensed virtualised cloud platform, Extilityoffersarealalternativetothecostof developing a cloud computing platform in house.Licenseesgeneratesubstantialsavings and reduced energy consumption slashes operatingcostsandshrinkscarbonfootprints. All the benefits of realtime server estate management are delivered to end users through Extilitys unique user interface and API.Userscanshapeserverrequirementsto meet fluctuations in demand, allowing provisioningandreconfigurationofserversin seconds or minutes rather than hours or days. Extilitys licensees see substantial capital expenditure savings, streamlining of technical resource and progressive efficiencies in server utilisation, allowing them to achieve business acquisition and profitabilitytargets.Thisinturnenablesthem toofferExtilitysunifiedplatformatarealistic cost.

Importantly, in times of challenging margins and market fluidity, sales gestation periods are dramatically shortened through accelerated delivery timescales, so reducing time to invoice and to attaining positive, profitablecashflow. The launch of Extility is an important milestone in the evolution of cloud computing with its ease of use, platform independence, reliability and leveraged investment as cornerstone concepts of this leadingedgetechnology. FlexiScale2.0 FlexiScale2.0isacompleterebuildof Europes first cloud platform, using Extility technology. FlexiScale 2.0 not only allows endusers to benefit from a wholly scalable hostinginfrastructurebutalsoreachesoutto the wider world of IT services delivery companies. In an increasingly demanding market place where most IT services have been, or are seen to have been commoditised, Flexiscale 2.0 allows IT service delivery companies to extend their offerings to existing customers and differentiate their services. FlexiScale 2.0 resellers and affiliates are able to rapidly leverage their existing customer base to take advantage of FlexiScales pla tform inde pendent infrastructure, bringing immediate improvements to bottomline performance, whilst delivering highly dependable world classservicestotheircustomers.