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Cloud Computing and Big Data
Fromm Institute – University of San Francisco
              Robert Keahey
                 4/16/2012



                                                1
Agenda
• A little about me
• Review the handouts
• Cloud Computing
   –   What is a cloud?
   –   History
   –   Types of clouds
   –   Implications
   –   What does the future hold?
• Break
• Big Data
   –   How big is big?
   –   The importance of Big Data
   –   How it’s different
   –   Dealing with Big Data
   –   What does the future hold?
• Wrap-up and Q&A
                                        2
Robert Keahey
•   Computer Scientist
•   EDS
•   Cordys
•   SummaLogic
•   Avid blogger
     – www.robertkeahey.com
     – www.summalogic.com
     – SAP on the Cloud
•   Interested in several areas of technology
     –   Cloud Computing
     –   Software-Defined Networking
     –   Big Data
     –   Social Media/Networking
     –   Location-based Services
     –   Augmented Reality
     –   Content/Context-aware computing
                                                3
Handouts
          Handout                                      Key Takeaway
Accenture: A new era of          •   It’s not just about economics
innovation - Cloud and the       •   Innovation is a key byproduct
future of business               •   Alignment of business and IT
                                 •   Corporations will reshape themselves

The Economist: The Power of      •   The cloud is now delivering personalization content
Many                             •   Consumer electronics allow tailoring of the experience
                                 •   “SoLoMo” will drive new social norms and “social tribes”
                                 •   User demand will drive broadband deployment

Health Care IT News: Amazon      • Cloud computing enables “virtual file cabinets”
Cloud to Ease 1000 Genomes       • Quantum leaps in genome analysis – from years to weeks
Project                          • Low cost techniques will directly impact clinical outcomes
Health Care IT News: Big Data,   • Tremendously valuable data hidden in unstructured data
Personalized Medicine to Trend   • Comprehensive medical views of patients will be possible
in Health Care in 2012           • Future EHRs will be predictive
                                                                                         4
The $64,000 question…




What is a cloud?
                           5
It’s Complicated…




                    6
Quick History
                                                                                    • IBM Watson
                                                                                    • Stream computing

                                           • Virtualization part 2
                                           • Utility computing, multi-tenancy
                                           • Cloud Computing, mobility, “App Stores”

                          • Client Server & service oriented architectures
                          • WWW, global telecommunications

                       • Internet & distributed computing
                       • Mainframe virtualization

40’s         50’s           60’s           70’s             80’s             90’s       00’s         10’s
                                             • DEC PDP, distributed “mini” computing
                                             • Mainframe mainstream

                               • IBM 360
                               • Timesharing realized
                                                                                    Outsourcing
                • Big, general purpose computers
                • Timesharing envisioned                                            Moore’s Law
  • Big, single purpose computers
                                                                                    Metcalfe’s Law
                                                                                                         7
Critical Convergence
                                      Low cost
                                   infrastructure
      Empowered users


                                                     Virtualization


  Outsourcing                The
                           “Cloud”

Information Technology                              Service oriented
      economics                                      architectures


                         Global connectivity
                             (mobility)
                                                                       8
Cloud Computing Defined
According to the National Institute of Standards and Technology,
cloud computing is…
  …a model for enabling convenient, on-demand network access to a shared pool of
 configurable computing resources (e.g., networks, servers, storage, applications,
 and services) that can be rapidly provisioned and released with minimal
 management effort or service provider interaction. This cloud model promotes
 availability and is composed of five essential characteristics, three service models,
 and four deployment models.
                                                               Version 15
                                                               Published 10/7/09



                         Whoa… say what?
                                                                                         9
Let’s Try Again…

  Cloud Computing is…

• A new service model for creating and consuming stuff
  in the digital age
• Clouds use the same old stuff we’ve always used
   – It’s just faster, better and cheaper now
• Clouds are more flexible, adaptable and scalable
• Not sure if they’re really more economical
• But hype drives markets and markets create
  opportunity
                                                     10
Cloud Computing in Simple Terms



         Consolidate for economies of scale
                  Make it “elastic”
             Make it globally available
                Hide the complexity
               Tailor the experience
            Make it easily consumable




                                              11
A Quick Diversion




                    12
Inside a Google Data Center




                              13
Data Center in a Container




                             14
Lefdal Mine - Måløy, Norway




www.lefdalmine.com             15
Goals of Cloud Computing
• Be more responsive
  – Ability to create new services (time to market)
  – Expand and contract
• Improve performance
  – Do things faster
  – Be more resilient
  – Recover faster
• Hide complexity from the end user
• Be more economical
  – Reduce both CAPEX and OPEX

                                                      16
Types of Clouds
   Type            Purpose        Model        Typical User          Examples
                                                                 Amazon AWS
              Typically replace
                                  Public     Large enterprises   Rackspace
Enterprise    existing compute,
                                  Private   Mid-size companies   GoGrid
 Clouds       network and
                                  Hybrid                         Savvis
              storage systems
                                                                 Teremark
 Overlap
                                                                 Salesforce.com
Business                                                         ZOHO
             Provide on-demand               Large enterprises
 Service                          Public                         Google Apps
             business services                     SMBs
 Clouds                                                          Netsuite
                                                                 DropBox
 Overlap
                                                                 Flickr, Picassa
                                                                 Pandora, Spotify
Consumer     Provide lifestyle                                   iTunes, iCloud
                                  Public       You and me
 Clouds      convenience                                         OpenTable
                                                                 Netflix, Flixster
                                                                 YouTube, Vimeo  17
The Other Side of Cloud Computing
• Outages
   – Amazon AWS – April 2011
   – 2,000 customers affected
• Security
   – Anonymous
   – Lul Sec
• Privacy
   – Location tracking
   – Personal information uploading
   – Facebook, Google
• Piracy
   – Napster, The Pirate Bay
   – Legislation
          • SOPA, PIPA
          • MPAA, RIAA
• Environmental impact
   –   http://www.greenpeace.org/international/Global/international/publications/climate/2011/Cool%20IT/dirty-data-report-greenpeace.pdf   18
The Future of Cloud Computing
                  • Function-specific clouds
                       – Research
                       – Analysis
                       – Quality of life
                  •   Embedded “cloudlets”
                  •   Customizable services
                  •   Snap-together services
                  •   Convergence of the user
                      experience
                       – Location-based services
                       – Augmented reality
                       – Content/Context-based
                         services

                                                19
Big   Data




             20
How Big is “Big”?
         Monthly Mobile Traffic                        Annual Internet Protocol Traffic


                                                    80.5
                                                     EB



                                                    40.2
                                                     EB




Source: Cisco 2011 Visual Networking Index Report                                         21
Putting It in Perspective
     Visual Networking Index IP Traffic Chart




 • The number of mobile-connected devices will exceed the world's population in 2012
 • By 2016 that number will grow to 10 billion…

Source: Cisco 2011 Visual Networking Index Report                                  22
Why is This Important?
•   Scientific and medical research
•   Financial modeling                There’s gold in them there hills…
•   Weather forecasting
•   Risk analysis & management
•   Rogue trading
•   Terrorist tracking
•   Visual analytics
•   Disease tracking
•   Crop analysis
•   Consumption patterns
•   Sentiment analysis
•   Personalization
•   Targeted marketing
                                                                   23
How is Big Data Different?
    Traditional Data                  Big Data

•Large scale               •Massive scale
•Highly centralized        •Highly distributed
                           •Unstructured
•Structured                 –   Emails
 – Files                    –   Audio/Video
 – Records                  –   Documents
 – Databases                –   Spreadsheets
                            –   Log files
•Sequential                 –   Sensor data
•Indexed                    –   Geo-spatial data
                            –   Books
•Processing transactions    –   Journals
                            –   Blogs
                            –   Text messages
                            –   Chat sessions
                            –   Search data
                           •Random
                           •Looking for patterns and
                            relationships              24
Dealing with Structured Data
              • Very large databases stored
                in a central location – data
                warehouse
              • Attached to very large, very
                powerful computers
              • Accessed by structured
                queries
              • Continually updated
              • Used for “real time”
                transactional processing
              • Reports created by a “batch”
                process
                                          25
Dealing with Big Data
• Unstructured data retrieved     Unstructured
  from variety of sources             Data
• Data is Extracted, Translated    Emails
  and Loaded into Big Data         Audio/Video
  system                           Documents
                                   Spreadsheets
• Small parts of data are
                                   Log files
  distributed by master nodes      Sensor
  to hundreds (thousands) of       Geo-spatial     ETL
  small networked nodes            Books
                                   Journals
• Each node processes a part of    Blogs
  the data and returns an          Text messages
  answer                           Chat sessions
                                   Search data
    • MapReduce
• Process is repeated until all
  data is analyzed
• Results are then used for
  further analysis                                       26
The Future
  Cloud Computing + Big Data
• Stream computing
• Dramatically improved
  forecasting and predictive
  analysis across all scientific
  disciplines
• The rise of the Social Graph
    – Battle lines are drawn
• Individually tailored and
  personalized solutions, services and
  experiences
    – Medical diagnosis and treatment
    – Lifestyle management                 Good afternoon, John Anderton…
    – Targeted marketing and advertising
                                                                     27
Glossary
•   Cloud-bursting Acquiring additional cloud resources to handle unexpected or seasonal processing
    demands.
•   Cloud-washing Claiming that your business, product or service is “cloud computing” in order to generate
    market hype
•   Flash-crowd Unusually large number of users created by an unexpected event such as a global political
    crisis or natural disaster.
•   Hybrid Cloud A cloud ecosystem (infrastructure and services) that combines elements of public and
    private clouds to provide compute, networking and storage services for a corporation or enterprise.
•   IaaS “Infrastructure as a Service” – a cloud computing service that provides only computers, networking
    and storage.
•   MapReduce A framework for processing highly distributable problems across huge datasets using a large
    number of computers (nodes), collectively referred to as a cluster (if all nodes use the same hardware) or a
    grid (if the nodes use different hardware).
•   PaaS “Platform as a Service” – a cloud computing service that provides additional software (middleware)
    to enable business applications.
•   Private Cloud A cloud ecosystem implemented by a corporation or enterprise solely for its own use.
•   Public Cloud A cloud ecosystem that is provided by a service provider and is shared among many
    customers.
•   SaaS “Software as a Service” – a cloud computing service that enables users (companies) to access a
    business application on a subscription basis.
•   Social Graph A term coined by scientists working in the social areas of graph theory. It has been described
    as "the global mapping of everybody and how they're related".
                                                                                                              28
Suggested Reading
• Where Wizards Stay Up Late: The Origins of
  the Internet
    – Katie Hafner & Matthew Lyon

• The Laws of Disruption: Harnessing the
  New Forces that Govern Life and Business in
  the Digital Age
    – Larry Downes


• The Facebook Effect: The Inside Story of the
  Company that is Connecting the World
    – David Kirkpatrick


                                                 29
Questions?
             30

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Cloud Computing and Big Data

  • 1. Cloud Computing and Big Data Fromm Institute – University of San Francisco Robert Keahey 4/16/2012 1
  • 2. Agenda • A little about me • Review the handouts • Cloud Computing – What is a cloud? – History – Types of clouds – Implications – What does the future hold? • Break • Big Data – How big is big? – The importance of Big Data – How it’s different – Dealing with Big Data – What does the future hold? • Wrap-up and Q&A 2
  • 3. Robert Keahey • Computer Scientist • EDS • Cordys • SummaLogic • Avid blogger – www.robertkeahey.com – www.summalogic.com – SAP on the Cloud • Interested in several areas of technology – Cloud Computing – Software-Defined Networking – Big Data – Social Media/Networking – Location-based Services – Augmented Reality – Content/Context-aware computing 3
  • 4. Handouts Handout Key Takeaway Accenture: A new era of • It’s not just about economics innovation - Cloud and the • Innovation is a key byproduct future of business • Alignment of business and IT • Corporations will reshape themselves The Economist: The Power of • The cloud is now delivering personalization content Many • Consumer electronics allow tailoring of the experience • “SoLoMo” will drive new social norms and “social tribes” • User demand will drive broadband deployment Health Care IT News: Amazon • Cloud computing enables “virtual file cabinets” Cloud to Ease 1000 Genomes • Quantum leaps in genome analysis – from years to weeks Project • Low cost techniques will directly impact clinical outcomes Health Care IT News: Big Data, • Tremendously valuable data hidden in unstructured data Personalized Medicine to Trend • Comprehensive medical views of patients will be possible in Health Care in 2012 • Future EHRs will be predictive 4
  • 7. Quick History • IBM Watson • Stream computing • Virtualization part 2 • Utility computing, multi-tenancy • Cloud Computing, mobility, “App Stores” • Client Server & service oriented architectures • WWW, global telecommunications • Internet & distributed computing • Mainframe virtualization 40’s 50’s 60’s 70’s 80’s 90’s 00’s 10’s • DEC PDP, distributed “mini” computing • Mainframe mainstream • IBM 360 • Timesharing realized Outsourcing • Big, general purpose computers • Timesharing envisioned Moore’s Law • Big, single purpose computers Metcalfe’s Law 7
  • 8. Critical Convergence Low cost infrastructure Empowered users Virtualization Outsourcing The “Cloud” Information Technology Service oriented economics architectures Global connectivity (mobility) 8
  • 9. Cloud Computing Defined According to the National Institute of Standards and Technology, cloud computing is… …a model for enabling convenient, on-demand network access to a shared pool of configurable computing resources (e.g., networks, servers, storage, applications, and services) that can be rapidly provisioned and released with minimal management effort or service provider interaction. This cloud model promotes availability and is composed of five essential characteristics, three service models, and four deployment models. Version 15 Published 10/7/09 Whoa… say what? 9
  • 10. Let’s Try Again… Cloud Computing is… • A new service model for creating and consuming stuff in the digital age • Clouds use the same old stuff we’ve always used – It’s just faster, better and cheaper now • Clouds are more flexible, adaptable and scalable • Not sure if they’re really more economical • But hype drives markets and markets create opportunity 10
  • 11. Cloud Computing in Simple Terms Consolidate for economies of scale Make it “elastic” Make it globally available Hide the complexity Tailor the experience Make it easily consumable 11
  • 13. Inside a Google Data Center 13
  • 14. Data Center in a Container 14
  • 15. Lefdal Mine - Måløy, Norway www.lefdalmine.com 15
  • 16. Goals of Cloud Computing • Be more responsive – Ability to create new services (time to market) – Expand and contract • Improve performance – Do things faster – Be more resilient – Recover faster • Hide complexity from the end user • Be more economical – Reduce both CAPEX and OPEX 16
  • 17. Types of Clouds Type Purpose Model Typical User Examples Amazon AWS Typically replace Public Large enterprises Rackspace Enterprise existing compute, Private Mid-size companies GoGrid Clouds network and Hybrid Savvis storage systems Teremark Overlap Salesforce.com Business ZOHO Provide on-demand Large enterprises Service Public Google Apps business services SMBs Clouds Netsuite DropBox Overlap Flickr, Picassa Pandora, Spotify Consumer Provide lifestyle iTunes, iCloud Public You and me Clouds convenience OpenTable Netflix, Flixster YouTube, Vimeo 17
  • 18. The Other Side of Cloud Computing • Outages – Amazon AWS – April 2011 – 2,000 customers affected • Security – Anonymous – Lul Sec • Privacy – Location tracking – Personal information uploading – Facebook, Google • Piracy – Napster, The Pirate Bay – Legislation • SOPA, PIPA • MPAA, RIAA • Environmental impact – http://www.greenpeace.org/international/Global/international/publications/climate/2011/Cool%20IT/dirty-data-report-greenpeace.pdf 18
  • 19. The Future of Cloud Computing • Function-specific clouds – Research – Analysis – Quality of life • Embedded “cloudlets” • Customizable services • Snap-together services • Convergence of the user experience – Location-based services – Augmented reality – Content/Context-based services 19
  • 20. Big Data 20
  • 21. How Big is “Big”? Monthly Mobile Traffic Annual Internet Protocol Traffic 80.5 EB 40.2 EB Source: Cisco 2011 Visual Networking Index Report 21
  • 22. Putting It in Perspective Visual Networking Index IP Traffic Chart • The number of mobile-connected devices will exceed the world's population in 2012 • By 2016 that number will grow to 10 billion… Source: Cisco 2011 Visual Networking Index Report 22
  • 23. Why is This Important? • Scientific and medical research • Financial modeling There’s gold in them there hills… • Weather forecasting • Risk analysis & management • Rogue trading • Terrorist tracking • Visual analytics • Disease tracking • Crop analysis • Consumption patterns • Sentiment analysis • Personalization • Targeted marketing 23
  • 24. How is Big Data Different? Traditional Data Big Data •Large scale •Massive scale •Highly centralized •Highly distributed •Unstructured •Structured – Emails – Files – Audio/Video – Records – Documents – Databases – Spreadsheets – Log files •Sequential – Sensor data •Indexed – Geo-spatial data – Books •Processing transactions – Journals – Blogs – Text messages – Chat sessions – Search data •Random •Looking for patterns and relationships 24
  • 25. Dealing with Structured Data • Very large databases stored in a central location – data warehouse • Attached to very large, very powerful computers • Accessed by structured queries • Continually updated • Used for “real time” transactional processing • Reports created by a “batch” process 25
  • 26. Dealing with Big Data • Unstructured data retrieved Unstructured from variety of sources Data • Data is Extracted, Translated Emails and Loaded into Big Data Audio/Video system Documents Spreadsheets • Small parts of data are Log files distributed by master nodes Sensor to hundreds (thousands) of Geo-spatial ETL small networked nodes Books Journals • Each node processes a part of Blogs the data and returns an Text messages answer Chat sessions Search data • MapReduce • Process is repeated until all data is analyzed • Results are then used for further analysis 26
  • 27. The Future Cloud Computing + Big Data • Stream computing • Dramatically improved forecasting and predictive analysis across all scientific disciplines • The rise of the Social Graph – Battle lines are drawn • Individually tailored and personalized solutions, services and experiences – Medical diagnosis and treatment – Lifestyle management Good afternoon, John Anderton… – Targeted marketing and advertising 27
  • 28. Glossary • Cloud-bursting Acquiring additional cloud resources to handle unexpected or seasonal processing demands. • Cloud-washing Claiming that your business, product or service is “cloud computing” in order to generate market hype • Flash-crowd Unusually large number of users created by an unexpected event such as a global political crisis or natural disaster. • Hybrid Cloud A cloud ecosystem (infrastructure and services) that combines elements of public and private clouds to provide compute, networking and storage services for a corporation or enterprise. • IaaS “Infrastructure as a Service” – a cloud computing service that provides only computers, networking and storage. • MapReduce A framework for processing highly distributable problems across huge datasets using a large number of computers (nodes), collectively referred to as a cluster (if all nodes use the same hardware) or a grid (if the nodes use different hardware). • PaaS “Platform as a Service” – a cloud computing service that provides additional software (middleware) to enable business applications. • Private Cloud A cloud ecosystem implemented by a corporation or enterprise solely for its own use. • Public Cloud A cloud ecosystem that is provided by a service provider and is shared among many customers. • SaaS “Software as a Service” – a cloud computing service that enables users (companies) to access a business application on a subscription basis. • Social Graph A term coined by scientists working in the social areas of graph theory. It has been described as "the global mapping of everybody and how they're related". 28
  • 29. Suggested Reading • Where Wizards Stay Up Late: The Origins of the Internet – Katie Hafner & Matthew Lyon • The Laws of Disruption: Harnessing the New Forces that Govern Life and Business in the Digital Age – Larry Downes • The Facebook Effect: The Inside Story of the Company that is Connecting the World – David Kirkpatrick 29