Cw13 dell cloud computing for telco sp by anis tell

Dell: Next Generation Cloud for
Telecoms / SPs
Anis Tell
Practice Lead – Telecoms & Finance
Emerging
+971 50 4787 597
Anis_tell@dell.com

2 Confidential Data Center Solutions
What If…
2
What if you could integrate your
customer onsite applications
with your hosted applications?
What if you could transform your customer IT
infrastructure but leverage the skills and
investments you already have?
What if your customers could consume shared application
services with an easy pay-as-you-go model?
What if your customers had a uniform,
multi-device end-point experience?
What if you could reduce Capex and improve
operational efficiencies?
What if you could deploy applications &
infrastructure easily?
What if you could match IT capacity to your
customers variable business demand?

– Cost control
– Competitive pressure and customer service
– Business continuity
– Improve operability and manageability
– Regulatory compliance
– User Productivity
– Customer Satisfaction
– Time to deliver services / time to market
– Reporting / dashboards
– Reactive to proactive
– Product / service performance
– Technology Change / Limitations
– Proliferation of new services
– SLA’s & contract management
– Security
– Availability / Uptime
– Staffing / Resources
– Facilities
– Utilization of assets
Do more, be more efficient, be quicker, cost less !!!

Private Public Hybrid Community
Deployment
Models
Infrastructure Platform Software
Storage Database Testing Management
Security Integration Information
X-as-a-Service
Offerings
Self Service Elastic Automated
Consumption Based On Demand
Dynamic / Flexible Resource Pooling
Reduce Capex / Opex Standardized
Essential
Characteristics
Brief Functional Cloud Taxonomy

Types of Cloud Services
No cloud
(On-Premise)
Storage
Server HW
Networking
vServers
Databases
Virtualization
Runtimes
Applications
Security & Integration
CustomerManaged
Infrastructure
(as a Service)
Storage
Server HW
Networking
vServers
Databases
Virtualization
Runtimes
Applications
Customer
Platform
(as a Service)
Storage
Server HW
Networking
vServers
Databases
Virtualization
Runtimes
Applications
Public/Private
Customer
http://www.slideshare.net/davidcchou/windows-azure-platform-2647184
Software
(as a Service)
Storage
Server HW
Networking
vServers
Databases
Virtualization
Runtimes
Applications
Hardware/Service
abstracted
Dynamic capacity
and pricing
Seamless scaling
up or down
Systems re-
purposing
Hardware/Service
abstracted
Dynamic capacity
and pricing
Seamless scaling
up or down
Systems re-
purposing
Hardware,
software &
Service
abstracted
Dynamic capacity
and pricing
Seamless scaling
up or down
Systems re-
purposing
Public/Private

Traditional Virtualized Private Cloud Public Cloud
Distribution of models
used today
• ERP (Oracle,
PeopleSoft, SAP)
• Other business
commerce apps
• IT infrastructure
(File/print share)
• Systems
management
• Infrastructure
as a service
• Internal
development
• CRM (SalesForce)
• HR apps
• Collaboration
(Email etc)
Distribution of models
used 3–5+ Years from
now
Evolutionary
…and its adoption by deployment modes
and workloads is…

Cloud Is Not Just About
Technology, It Is MORE About
Making IT Efficient
And More Responsive
To The Business
However you define it, we believe…

Dell : Helping
Operators Move
to the Cloud and
beyond…

How is the SP / Telco Different
You are much bigger and more advanced:
• You understand services and service /
product management much more
• You understand NGOSS (OSS/BSS)
• You understand eTOM / Framworx
• You have larger and more complex environment
• The performance, security, and availability requirements are higher
• You have sophisticated tools for CRM, Operations, and Management
• You have mixed customers: internal and external (corporate and consumer)
• You already offer large scale services / Data Centre based VAS
• You are highly revenue driven
• You have more heterogeneous environments
• You have larger number of customers
• You have different regulatory controls (Regulatory Authorities) and compliances
(SAS 70 Type II)
• You own /operate the WAN / Internet / Last mile
SP / Telco
Enterprise

But….
Owing to their size and complexity the
challenges are different:
• Complex provisioning
• Complex processes
• Complex tools
• Complex integration
• Require advanced technical expertise on many different technologies
• Large number of staff required
• More red tape and longer time to deliver new products
• Long provisioning lead times
• Significant sprawl
• Challenges for decommissioning / resource pool management
• Minimal self-service features provided

Typical SP / Telco High-Level Business Process to
support the business functions

Dell Public Cloud Building for NextGen Service
Providers
Business
Strategy &
Planning
Technology
&
Operational
Planning
Architecture
& Design Build &
Implement
Monetize &
Operate
 Business Strategy
 Market Analysis
 Org Readiness
 Sales/GTM Plan
 Cloud Platform
Selection &
Roadmap
 DC Facilities
Assessment & Plan
 Sales/Billing
System Assessment
 IT Ops Assessment
& Planning
 Financial Plan
 Program Roadmap
 Cloud Design
 Security
 Systems Mgmt
 Service Mgmt
 Business Process
Design Order to
Cash
 Etc…
 Cloud Design
 Security
 Systems Mgmt
 Service Mgmt
 Customer Support
 Enhanced Services
 Etc…
IT Mgmt:
 Infra Mgmt
 Security
 Service Mgmt
 Etc…
Sales/Marketing
 Marketing
 Customer Acq
Services
 Customer Support
 App Dev & Migration
 Hosting

SP / Telcos follow Frameworx / eTOM:

So why should I care as an SP / Telco?
..if I don’t transform, I will lose business to the likes of Amazon’s of the world
and focused Cloud Providers!!
..I have to provide Private Cloud internally to meet the demands and pressures on
the IT department more efficiently and effectively.
..I have to provide Public Cloud externally to meet the demands from the market
and provide differentiation through time-to-market and unique offerings
..I have to automate more and increase utilization more than ever while leveraging
my existing investments in facilities, people, process, and technologies
…SURVIVAL OF THE FITTEST….IF I DON’T ADAPT SWIFTLY THEN…..???

Cloud Message for SP / Telcos:
• The Cloud Computing Model fits well and efficiently enables,
extends, and enhances existing SP / Telco offerings and operations
and is aligned with eTOM / NGOSS / Service Creation:
eTOM
Cloud
NGOSSService
Creation
…SP’s / Telco’s are primed to take on the Cloud Model and take maximum advantage….

Where to begin?

Workshop: Introduce cloud
and underlying technologies
Assessment: Assess your
current infrastructure and
cloud readiness
Design & Deploy: Build the
Cloud Infrastructure, Applications
& Services
Dell offers end-to-end services:
There is no one-path to the cloud…but there is a consistent
approach
MOS: Manage, Operate, &
Support Services

Gain a clear understanding for:
1. Business Model / Strategy / Plan
2. Products / Services Strategy
3. Applications / Data
4. Infrastructure / Technology
5. Operations
6. Integration Points
We can then:
1. Prioritize Objectives / Initiatives
2. Assess and Benchmark Maturity & Readiness
3. Develop the Cloud Blueprint
4. Define the GAP (Technology, Applications, Operations)
5. Define Strategy
6. Build the Business Case (ROI / TCO)
7. Develop Migration Plan
8. Deploy / Implement
9. Manage / Operate / Support
TO COMPLETE THE JOURNEY…TO SUCCESS!

Services &
Financial Models
Dimensions of Enterprise Architecture Extended
Operational
Model
Enterprise
Architecture
Defines the business strategy, governance, organization, and key
business processes.
Business
Architecture
Describes the structure of an organization's logical and physical
data assets and data management resources.
Data
Architecture
Provides a blueprint for the individual application systems to be
deployed, their interactions, and their relationships to the core
business processes of the organization.
Application
Architecture
Describes the logical software and hardware capabilities that are
required to support the deployment of business, data, and application
services. This includes IT infrastructure, middleware, networks,
communications, processing, and standards. Physical infrastructure and
computing technologies are also included here.
Technology
Architecture

Understanding the Business Model

Understanding the Business Model is important
Is this a new business? New revenue stream? Who are their customers?
Clarifying
• What segment of the market are you selling to? Retail, enterprises, resellers, wholesellers, etc.?
• How does your customer procure your services? i.e. with credit card through a portal or a phone call or a formal quote & PO?
• How do you authenticate them and know that they are really who they said they are?
• How do you know they are credit worthy? How do you verify their corporate background and company registration?
• How do you establish the legality of a binding contractual agreement between you and your customer?
Determines
• Need for a self-requisition portal or a partner portal?
• The different number of portals ‘look-and-feel’ that we need to customize, i.e. for partners, for
wholesellers or enterprises.
• What functionality should be available on the portal? For example, for resellers, do they need to be able to
scale up/down their reserved pool of capacity? What commercial implications would this bring if you
allow them to self-service?
• Level of integration with contracts management, billing, payment gateways and other OSS/BSS
components that is required?
• What are the information that we need to pass from one system to another?
• Workflow from the point where a service is requested to the point it is provisioned, what are the required
tasks and which components are required to be used?

 Inputs:
– CAPEX
– OPEX: Resources / Facilities / etc …
– Cannibalization
– Demand
– Demographics
– Trends / Forecasts
– Target Revenues / Margins
 Outputs:
– ROI
– TCO
– IRR
– CAGR
– ARPU
– Cash Flow
FINANCIAL MODEL:

What cloud services are going to be sold?
Clarifying
• What are your customers buying from you? Is it a basic compute services such as a VM?
• What about the OS licensing? Do you allow your customer to load their images?
• What is your basic configuration for each VM? Are there more than one configuration?
• How do you define the ‘service’?
• How do you charge for such services? Pay-per-reservation? Pay-as-they-are-used? Freemium model?
Determines
• Capacity requirement, configuration requirement, besides the standard X number of VMs, 2GB memory, Y
GB of usable storage capacity, etc.
• Whether the solution is purely infrastructure or should include pre-packaged deployments of LAMP-stack
/ web servers / app servers / database servers. If need to, SOE will have to be defined
• The detailed service definition to understand scope of maintenance (patching, updates, housekeeping)
• What are the integration with systems management tools for monitoring, releases / updates, etc.
• The cost and pricing structure and models. This is fundamentally modeling the pricing for the cloud
services and is key to the business.
• Customization required to measure and calculates chargeable usage of services. For example, in a
freemium model, customers get to use a certain amount of the service for “free” and are charged after
their consumption exceeds a threshold. So, calculation model is required.

Choosing the right strategy

Have you thought about Service Level Agreements?
Clarifying
• What SLA do you intend to offer? How do you define “service” in your SLA? How does your SL Agreement look like?
• Where do you demarcate the end of your responsibility in the SLA? Is it the edge of your network / exit point from your facility?
• What are the elements involved in delivering your service and how do you compute end-to-end service availability?
• What happens when you breach your SLA? Do you offer service credits? How do you apply such service credits?
• What are your legal liabilities for service level agreement breach? Have you involved your legal counsel to review and draft
your SLA?
• Besides availability, what other service levels do you want to offer?
Determines
• End-to-end view of the composition of service elements which fulfill the service. This fundamentally helps
to architects and piece together the infrastructure foundation, e.g. servers, network, storage, firewalls,
load balancers, routers, ISP connectivity, etc.
• Calculation requirement for SLA on availability and other service levels / parameters.
• Data required from external monitoring systems, e.g. network management, firewall monitoring, etc.
• The single point of failures in the architecture, and criticality of such single point of failures. Depending on
the definition of the service, it may not necessarily means that we will have to have redundancy at all
levels
• Whether the costing / pricing model should have a customized functionality for calculating or
provisioning service credits (deductibles).
• Amount of customization or integration required to support SLA and reporting of service levels.

Computing Service Levels
= 98.84%
Achievable
service level
Service level
targets by
component
Vendors
UC’s OLA’s SLA’s
= 95.5%

What activities do you need to be in place to sell your cloud services?
Clarifying
• What happens after your customer buys the cloud service? How do you track who has ordered what?
• What about policies for entitlement checks? For billing checks, e.g. if they have not paid their last 2 months’ bill, you’ll not sell
to them anymore?
• What if you have ran out of capacity and what the customer wants to buy exceed available capacity?
• Do you want to control what workload your customer runs on the VM they buy?
• In the tender specs, it calls for backup solution, what exactly are backing up will depend on what services you’re selling?
• Service health management? Monitoring? What are we monitoring? How do you define QoS?
• How do you reconcile with your existing capacity planning process? With CMDB? With your existing asset database?
Determines
• Workflows. And the workflow determines the building blocks of the cloud management system.
• Integration required between the components, e.g. a tool for service portal, integrated with contracts,
billing engine, mediation tool for reconciliation of due charges, etc.
• Policies governing the procurement, entitlement, provisioning, usage, and other characteristics of the
service.
• What data that needs to be backed up and where are they located?
• Definition and requirements around QoS, service management, dashboard (if required) contents and
presentation, etc.
• How and where to integrate with CMDB, capacity planning tools, and asset database.

OPERATIONS: CAPABILITY MATURITY EXAMPLE

OPERATIONS: BLEND ITIL / ITSM / ETOM / NGOSS

Are you selling direct or to resellers or both?
Clarifying
• How do you want to reserve pools of capacity for resellers? Up front bulk or “thin provisioning” style? How do you allocate
your cost structure to resellers? Do you charge them total costs regardless of their take-up rate?
• Do you want to have a back-to-back agreement with your resellers on service obligations?
• Are your resellers going to be value adding and modifying your service before they resell? If so, what do you think this is? How
will your technology supports those modifications?
• What level of multi-tenancy do you envisaged is required – at the physical level, at the network level, at the virtualization level
or purely just resource sharing / management?
• What about IP addressing? You will own a range from APNIC, but how do you slice and allocate that to all of your customers?
Determines
• All the hooks, nooks and interfaces required
• Platform requirements, e.g. how to support enhancements of features for resellers (if required)
• Network and infrastructure architecture design for multi-tenancy support
• Robustness of the infrastructure
• Capacity planning and model for proactive capacity management
• Tools required to support the service delivery
• Data flows
• Relating cost model (CAPEX investments) to pricing structure to billing cycle.

Detailed As-Is/To-Be State with Actionable Plans

Dell Providing Solutions to Build Clouds

 Out perform / Out scale / Out price Amazon!!!
 http://www.liberocloud.it/
CASE STUDY: LIBERO

Microsoft Bing Maps takes the fast route to image
processing efficiency with Dell solutions
Company
Microsoft Bing Maps takes diverse satellite and aerial
pictures and stitches them together to produce street-
side views, bird’s-eye views, site pictures, and road
maps.
Challenge
Microsoft Bing Maps needed a cost-effective data
center solution that could be quickly deployed.
Solution
Customized Dell™ Modular Data Centers enable rapid
deployment of highly efficient infrastructure.
Benefits
• Reduce power consumption
• Deliver fast throughput
• Accelerate IT deployment
• Create a model for future sites
“Dell had a solution that was designed for
high efficiency, density, and low cost. Their
container allowed us to have a flexible IT
unit, which gave us room to customize or
modify to meet our needs. It was a clean and
simple solution, and it was obvious that we
were not going to be paying for items within
the solution that we didn’t need.”
Brad Clark, group program manager, Bing Imagery Technologies

Big Data
Major ME Telco (NDA)
Challenge
The customer needed to enhance security solutions
based upon a special Big Data very high performance
specialized Telco application within the data center.
This would result in a high number of IOPS requiring
a highly efficient data center solution. Another
priority was the need to scale in line with future
communication demands required by the
government.
Solution
Worked with the application vendor to design an
end-to-end solution, which met the specific criteria
and expectations. Our Solutions team engaged to
manage the design & implementation of the next
phase in data center environment.
Scope
• Services: Consulting - Design & Implementation;
ProSupport 4-hr Mission Critical
• Storage: 3x Compellent series 40 Arrays with
311TB raw capacity each - mix of 252x 450GB SAS
15k disks and 66x 3TB NL SAS 7.2k disks forming a
Compellent Super System of around 1PB
• Networking: 2x S4810 Force10 Switches
replacement of the existing Nextreme switches
• Hardware: upgrade of the existing 8x PowerEdge
R910 servers to 512GB RAM and 8x internal disks
• Existing EQL will be used for archiving and data
retention as per the new government rules

Challenge
Maroc Telecom is the largest Telco in Morocco with
subsidiaries throughout Africa & Europe.
wanted to reduce downtime & increase customer
satisfaction and was looking for a partner to help
simplify, streamline and consolidate its network
monitoring operations; by deploying a single network
operations center (NOC) for greater coordination
and management
Solution
A series of assessments and workshops, for
consolidating and simplifying network monitoring
operations to reduce cost & downtime, while
delivering quality services to end users by proactively
monitoring network equipment 24x7.
Benefits
• Services: Deployment Services will provide design,
implementation & migration services; Dell
Education Services to provide training; ProSupport
• Hardware: Storage - PS6510 EqualLogic Storage
Array; Enterprise - M1000e chassis & 12G
PowerEdge blades; Networking - Force10 &
PowerConnect Switches
• Software: VDI - Wyse Thin Clients & VMware VIEW
licenses
The Efficient Data Center

37 Confidential Data Center SolutionsGlobal Marketing
Challenge
DreamHost was in need of a flexible, open source
cloud platform for their public cloud compute
Solution
DreamHost uses Dell hardware for its core
business—shared hosting, dedicated hosting and
virtual private server hosting—as well as its
emerging businesses.
For its OpenStack cloud, DreamHost is using the
Crowbar barclamp for Nova. The company is
writing its own barclamp for its Ceph storage
solution.
Benefits
• Took advantage of Dell’s OpenStack reference
architecture and deployment framework
• Saved 4-6 months of software development
work
• Leveraged cloud and scale-out servers and
reference architecture
• Realized business advantages of leasing with
Dell Financial Services
“Without Crowbar, we’d be writing
code, and that costs us money.
Having a viable, open-source
solution for deploying OpenStack
and deploying Ceph are very
important, very core, to our
business.”
Bryan Bogensberger, VP Business Strategy,
DreamHost
Case Study: DreamHost Expands Cloud and
Storage Services with Dell OpenStack Cloud
Confidential37

Dell has strong relationships with TM&Es
Dell and Comcast worked together in architecting a
virtualization solution that scales to 1100 ESX guests in a
single frame.
“The resources, time, and sheer effort required would have
been costly if we had taken it all on ourselves. Working with
Dell has saved us a huge amount—probably millions.”
Bruce Grove, Director of Strategic Relations, OnLive, Inc.
“This cloud solution gives us credibility. It’s established, it’s
proven, it’s reliable, it’s scalable. It has everything our
customers need to deliver Web applications.”
Mike Schmidt, President and CEO
Self Serve Kiosk/ Digital Signage solution reduced service
response time approximately 45 percent; kiosk downtime
reduced by 20 percentLarge Retail Telco

But don’t just take our word for it
“Dell has truly delivered on its corporate strategy of IT
efficiency by producing products that are user-friendly
to administer.”
Christopher Patti, Director of Technology, AccuWeather, Inc.
“Dell KACE Virtual Appliance time and money savings over
the first year alone has made the investment worth it. In
the end, our customers receive better service.”
Scott Baehr, Systems Administrator, Rogers Retail
“Dell made it easy for us. Beyond cost savings, Dell helped
us develop a lights-out deployment that maintains our
commitment to the highest reliability.”
Brent Rich, Senior Director of Operations, Intermedia
“Dell gave us what we were looking for—something easy
to deploy, performs well, and gives us the best price and
performance in terms of power and space.”
Justin Giardina, CTO, iland

Thank You!
For Further Information:
Anis Tell
anis_tell@dell.com
+971 50 47 87 597

Cw13 dell cloud computing for telco sp by anis tell

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Cw13 dell cloud computing for telco sp by anis tell