Cloud Computing, PaaS, Web 2.0, Force.com, Google App Engine, Microsoft Windows Azure Platform, Amazon EC2, S3, ...

1. WHERE THE CLOUD THINGS ARE
いんたーねっとのあるところ
November 09, 2009

2. Where the Cloud Things are
Kazuhiro Fujie
November 09, 2009

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

4. FIFTH ELEMENTS
TIME IS NOT IMPORTANT, ONLY LIFE IS IMPORTANT.
November 09, 2009

5. Fifth Elements
• Web 2.0
• Cloud Services
• PaaS
• Force.com
• Salesforce CRM
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WHERE THE CLOUD THINGS ARE

6. Web 2.0
Paradigm Shift
November 09, 2009

7. Web 2.0 Brought Any
• Long Tail, Mash-up, Folksonomy, Wisdom
of Crowds
– The Web As Platform
– Data is the Next Intel Inside
– End of the Software Release Cycle
– Services, not packaged software, with cost-
effective scalability
– The Perpetual Beta
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WHERE THE CLOUD THINGS ARE

8. Paradigm Shift
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WHERE THE CLOUD THINGS ARE

9. Digital Copy is the Real Thing
9
WHERE THE CLOUD THINGS ARE

10. Analog Copy is a Counterfeit
Mona Lisa
November 09, 2009

11. Digital Copy is the Real Thing
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WHERE THE CLOUD THINGS ARE

12. Digital Copy is the Real Thing
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WHERE THE CLOUD THINGS ARE

13. Digital Copy is the Real Thing
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WHERE THE CLOUD THINGS ARE

14. CLOUD SERVICES
ENTIRE THE WORLD WIDE WEB
November 09, 2009

15. Life in a web 2.0 world :-)
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WHERE THE CLOUD THINGS ARE

16. Web Trend Map 2007 Version 2.0
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WHERE THE CLOUD THINGS ARE

17. Web Trend Map 3
17
WHERE THE CLOUD THINGS ARE

18. Web Trend Map 4
18
WHERE THE CLOUD THINGS ARE

19. Cloud Services
• Amazon CloudFront
• Amazon Elastic Compute Cloud (EC2)
• Amazon Simple Storage Service (S3)
• Elastic Server
• FlexiScale
• GoGrid
• Google App Engine
• GridLayer
• Softlayer CloudLayer
• The Rackspace Cloud
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WHERE THE CLOUD THINGS ARE

20. PLATFROM AS A SERVICE
SAAS, PAAS, IAAS, HAAS, GAAS, EAAS, XAAS, AAAS, BAAS, CAAS, KAAS
November 09, 2009

21. PaaS
Platform as a Service
November 09, 2009

22. PaaS
• Web 2.0 spawn SaaS and Cloud
– Software as a Service
– Services, not packaged software, with cost-
effective scalability
• PaaS belongs Web 2.5
– Platform as a Service
– Data is the Next Intel Inside
– Salesforce.com jump start the PaaS
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WHERE THE CLOUD THINGS ARE

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

24. The Points of PaaS
• Data Store Function
– Data Access Interface, also Database Impl.
• Development Environments, Frameworks
• Restriction
– Some limits or quotas for Multi-tenancy.
• Authentication
– Authorization, access control, …
• Parallel Processing
– Functional Programming Language, …
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WHERE THE CLOUD THINGS ARE

25. MAJOR INSTANCES AS PAAS
SALESFORCE, GOOGLE, MICROSOFT AND AMAZON
November 09, 2009

26. Cloud Types
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WHERE THE CLOUD THINGS ARE

27. Cloud Types plus
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WHERE THE CLOUD THINGS ARE

28. FORCE.COM
SALESFORCE SAID PAAS FIRST.
November 09, 2009

29. Force.com
Salesforce.com
November 09, 2009

30. Availability Timeframe
• Salesforce.com was found Apr, 1999.
• on-line SFA application launch Jun, 2000.
• Force.com launch Sep, 2007.
• Force.com Apex launch Nov, 2008.
• Salesforce for Google Apps announce Apr,
2009.
• …
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WHERE THE CLOUD THINGS ARE

31. 31
WHERE THE CLOUD THINGS ARE

32. Force.com
32
WHERE THE CLOUD THINGS ARE

33. Salesforce SFA/CRM
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WHERE THE CLOUD THINGS ARE

34. Run Force Run
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WHERE THE CLOUD THINGS ARE

35. Development
• Visualforce (Force.com pages)
– Specific Mark-up Tags. (like JSP/JSF)
– View (MVC), Web Pages
• Apex (Force.com code)
– Specific language, scripts. (like Java)
– Controller (MVC), (Database) Trigger, and
Some Logic.
– Interpreter on VM (VM on VM)
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WHERE THE CLOUD THINGS ARE

36. Visualforce architecture
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WHERE THE CLOUD THINGS ARE

37. Visualforce Pages
37
WHERE THE CLOUD THINGS ARE

38. Apex architecture
38
WHERE THE CLOUD THINGS ARE

39. Apex Scripts
39
WHERE THE CLOUD THINGS ARE

40. Development Environment
• Force.com Builder
– Need just Browser.
• Visualforce Page Editor
– Need just Browser.
• Eclipse
– Europa (3.3), Ganymede (3.4)
– Force.com IDE
• Subversion, Ant, Firebug, etc…
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WHERE THE CLOUD THINGS ARE

41. Data Store
• Database Services
– Un-reveal Impl. (special tuned RDBMS.)
– sObject (Salesforce Object)
• Specific OR-mapping (surmise)
– DML statement (insert, update, upsert, delete)
– SOQL (Salesforce Object Query Language)
• Like SQL
– SOSL (Salesforce Object Search Language)
• Like Find sentence.
41
WHERE THE CLOUD THINGS ARE

42. Force.com Elements
• Database Services
• Visualforce
• Apex
• Application Framework
• Web Services API
• Packaging
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WHERE THE CLOUD THINGS ARE

43. Data Integration
• Web Services API
• Salesforce provides
– Apex Data Loader, AppExchange
• 3rd party tools
– ODBC driver, EAI/ETL tools, …
• Related Services
– Sky on Demand, …
43
WHERE THE CLOUD THINGS ARE

44. Essential Force.com
• Customization Framework
– for Salesforce CRM Application
• Governor limits for multi-tenancy.
• And also Salesforce.com loves Google.
– Google Salesforce alliance.
– it is a one-sided love…
– Zoho rage against Salesforce
– Microsoft, the Behind.
44
WHERE THE CLOUD THINGS ARE

45. GOOGLE APP ENGINE
GOOGLE
November 09, 2009

46. GAE
Google App Engine
November 09, 2009

47. Availability Timeframe
• Preview Release Apr, 2008.
• Charged Services Release Feb, 2009.
• Java version Release Apr, 2009.
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WHERE THE CLOUD THINGS ARE

48. Google App Engine (GAE)
48
WHERE THE CLOUD THINGS ARE

49. Development
• Python (2.5), the Django framework
• Java (Java 5 and Java 6)
• JVM
– Groovy, Scala (Functional Programming
Language), Rhino (JavaScript), Quercus (PHP),
Clojure (LISP), Jython (Python), JRuby (Ruby)
• Java Servlet
– Java Servlet 2.5, JavaServer Pages (JSP) 2.1
49
WHERE THE CLOUD THINGS ARE

50. Development Environment
GAE/J
• JDK
– Java Developers Kit
• Eclipse
– Europa (3.3), Ganymede (3.4), Galileo (3.5)
– Google Plug-in for Eclipse
• Google App Engine Java SDK
• Subversion, Ant, …
50
WHERE THE CLOUD THINGS ARE

51. Data Store
• Datastore also known as “BigTable”
– Data Store as Key and Value
– BigTable On GFS (Google File System)
– GQL (Google Query Language) with Python
• JDO/JPA
– Java Data Object (JDO) 2.3, Java Persistence API
（JPA） 1.0
– DataNucleus Access Platform
– JDOQL (JDO Query Language)
51
WHERE THE CLOUD THINGS ARE

52. Features
• Specific Java APIs
– The Memcache Java API, The URL Fetch Java
API, The Mail Java API, The XMPP Java API,
The Images Java API, The Google Accounts
Java API, The Task Queue Java API
• Google Web Toolkit (GWT), Tapestry,
BlazeDS, …
• User Authentication (Google Accounts)
52
WHERE THE CLOUD THINGS ARE

53. Essential GAE/J
• For Web Application Only.
– Just web application framework layers.
• Java, JVM, Java Servlet, WAR, …
– Can uses your Java libraries (except JNI).
– Can build ordinary your web application.
(except JDBC).
• Google is monstrous vendor.
– Do it Google-self.
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WHERE THE CLOUD THINGS ARE

54. WINDOWS AZURE PLATFORM
MICROSOFT
November 09, 2009

55. Windows Azure Platform
Microsoft Windows
Azure Platform
November 09, 2009

56. Availability Timeframe
• Release until end of 2009.
– Steve Ballmer, Microsoft CEO
• The Announcement will be at Microsoft PDC09
– The Professional Developers Conference
– November 17 - 19, 2009
– http://microsoftpdc.com/
• Production release at Jan, 2010.
– Billing release at Feb, 2010.
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WHERE THE CLOUD THINGS ARE

57. Windows Azure Platform
Overview
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WHERE THE CLOUD THINGS ARE

58. Windows Azure Fabric
58
WHERE THE CLOUD THINGS ARE

59. AppFabric
• AppFabric
– Fabric Controller + .NET Services, memcached.
• Web Role, Worker Role, VM Role (Raw VM).
• Web Role
– Application Server
– Windows Server 2008＋IIS＋ASP.NET Runtime + Fabric Agent
• Worker Role
– Batch or Heavy Calculation processing
• Windows Azure OS (Red Dog)
– Windows Server 2008 R2 (, Windows Vista, ) …
– Custom-made Hyper-V (Windows Azure VM)
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WHERE THE CLOUD THINGS ARE

60. Windows Azure Platform (Old)
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WHERE THE CLOUD THINGS ARE

61. Development
• .NET
– .NET Framework, ASP.NET
– Visual Basic, C/C++, C#, F#
– Python, Ruby, PHP, Java …
• NO CLR（Common Language Runtime) with SQL
Azure
– Silverlight 4
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WHERE THE CLOUD THINGS ARE

62. Development Environment
• Windows Server 2008 (Windows Vista)
• .NET Framework 3.5
• IIS 7.0
– ASP.NET, CGI, HTTP Activation
• Microsoft SQL Server 2008 (2005)
• Visual Studio 2008 (2010), Eclipse
• Azure SDK
• Windows Live Platform
– Live ID, Authentication
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WHERE THE CLOUD THINGS ARE

63. Data Store
• Azure Storage
– Key, Value Store. Blob, Table, Queue
– ACE model (Authority/Container/Entity)
– Before : SQL Server Data Services (SDS)
– ADO.NET (ActiveX Data Objects .NET
Framework)
– LINQ (Language-INtegrated Query), …
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WHERE THE CLOUD THINGS ARE

64. Relational Data Store
• SQL Azure
– RDB model (Relational DataBase)
– Microsoft SQL Server
– SQL
• Huton (code name)
– Data Sync between SQL Azure and SQL Server
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WHERE THE CLOUD THINGS ARE

65. Essential Azure
• For Microsoft Windows Application.
– Used advantage that entered the market late.
– Own On-premise products move to Cloud Services.
• Adjoining land
– AppFabric connected on-premise and cloud services.
– Windows Server 2008, Windows Azure
– Microsoft SQL Server, SQL Azure
• Sidewinders
– Microsoft Dynamic CRM Online v.s. Salesforce CRM
– Microsoft xRM v.s. Force.com
– Act as a Brake on Google’s plan.
• Monopoly on Platform.
– Office tools too.
65
WHERE THE CLOUD THINGS ARE

66. AMAZON WEB SERVICES
AMAZON
November 09, 2009

67. AWS
Amazon Web Services
November 09, 2009

68. Data Store
• Amazon Simple DB
– Cloud Data Store Service
– Key, Value Store.
68
WHERE THE CLOUD THINGS ARE

69. Relational Data Store
• Amazon Relational Database Service (RDS)
– Relational Data Store Service
– MySQL base. (full-featured)
69
WHERE THE CLOUD THINGS ARE

70. Storage Service
• Amazon Simple Storage Service (Amazon
S3)
– Storage Service
– File base.
70
WHERE THE CLOUD THINGS ARE

71. CRM
CUSTOMER RELATIONSHIP MANAGEMENT
November 09, 2009

72. CRM
• CRM : Customer Relationship Management
• 顧客関係管理
• CRMシステムはその情報収集を手伝うだけ。
• 目的を達成するには、収集した情報を元にデー
タ分析を行い、現場に於けるマーケティングアク
ションプランを指示する人が必要です。
• CRMマーケターという人材が重要
• 以上、「5分で絶対に分かるCRM」より
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WHERE THE CLOUD THINGS ARE

73. Salesforce CRM
Welcome to the world's most popular CRM
November 09, 2009

74. The world's #1 sales application
• And best of all, because it's all in the cloud,
there’s no need for expensive hardware or
software. No wonder 63,200 companies
have made the Sales Cloud the world's
most-popular sales application.
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WHERE THE CLOUD THINGS ARE

75. CRM on SaaS
• Oracle CRM on Demand
– Siebel CRM On Demand
– http://crmondemand.oracle.com/en/index.htm
• Microsoft Dynamics CRM Online
– xRM Application Services
– http://crm.dynamics.com/
• NetSuite CRM+
– http://www.netsuite.com/portal/home.shtml
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WHERE THE CLOUD THINGS ARE

76. Can’t get enough?
Demo
November 09, 2009

77. HAVE SOMETHING ON YOUR CHEST? UPTIME CHARGE, ETC.
November 09, 2009

78. Consideration
Uptime, Charge, etc…
November 09, 2009

79. equal to or greater than 99 %
but less than 99.9 %
• 1 year = 365 days * 24 hours = 8760
hours/year
• 99 %
– 1 % = 3.65 days/year = 87.6 hours/year
• 99.9 %
– 0.1 % = 8.76 hours/year
• 99.99 %
– 0.01 % = 0.876 hours/year = 52.56 minutes/year
• 99.999 %
– 0.001 % = 0.0876 hours/year = 5.256 minutes/year
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WHERE THE CLOUD THINGS ARE

80. Trust.salesforce.com
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WHERE THE CLOUD THINGS ARE

81. Pricing Salesforce
• Salesforce CRM
–…
– Enterprise Edition (EE) $125/user/month
– Unlimited Edition (UE) $250/user/month
• Force.com
– Free edition
– Enterprise Edition (EE) $50/user/month
– Unlimited Edition (UE) $75/user/month
• Options
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WHERE THE CLOUD THINGS ARE

82. Pricing GAE
• The cost for computing
resources is as follows:
–Resource Unit Unit Cost
– Outgoing Bandwidth gigabytes $0.12
– Incoming Bandwidth gigabytes $0.10
– CPU Time CPU hours $0.10
– Stored Data gigabytes per month $0.15
– Recipients Emailed recipients
$0.0001
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WHERE THE CLOUD THINGS ARE

83. Pricing Windows Azure
• Consumption-based outline
– Compute = $0.12 / hour
– Storage = $0.15 / GB stored / month
– Storage Transactions = $0.01 / 10K
– Bandwidth = $0.10 in / $0.15 out / GB
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WHERE THE CLOUD THINGS ARE

84. Pricing SQL Azure
• Web Edition:
– Up to 1 GB relational database = $9.99 / month
• Business Edition:
– Up to 10 GB relational database = $99.99 / month
• Bandwidth
– = $0.10 in / $0.15 out / GB
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WHERE THE CLOUD THINGS ARE

85. Pricing Amazon S3
• Storage:
– $0.150 per GB - first 50 TB / month of storage used.
• Data Transfer:
– $0.100 per GB - all data transfer in
– $0.170 per GB - first 10 TB / month data transfer
out.
• Requests:
– $0.01 per 1,000 PUT, COPY, POST, or LIST requests.
$0.01 per 10,000 GET and all other requests.
85
WHERE THE CLOUD THINGS ARE

86. You may care about
• Actual results, achievements.
• Service Credits
• Service Level Agreement (SLA)
• What is a unit for charge?
• What is measuring for charge?
86
WHERE THE CLOUD THINGS ARE

87. APPENDIX November 09, 2009

88. Appendix
URLs
November 09, 2009

89. PaaS
• Caspio
– http://www.caspio.com/
• WorkXpress
– http://www.workxpress.com/
• Google App Engine
– http://code.google.com/appengine/
• Heroku
– http://heroku.com/
• QuickBase
– http://quickbase.intuit.com/
89
WHERE THE CLOUD THINGS ARE

90. PaaS
• Windows Azure Platform
– http://www.microsoft.com/windowsazure/
• Rollbase
– http://www.rollbase.com/
• Force.com
– http://www.salesforce.com/platform/
• Wolf Frameworks
– http://wolfframeworks.com/
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WHERE THE CLOUD THINGS ARE

91. Google IO
• From Spark Plug to Drive Train:Life of an App
Engine Request
– http://dl.google.com/io/2009/pres/W_1115_From_Spark_Plug_
To_Drive_Train_Life_of_an_App_Engine_Request.pdf
– Alon Levi [05/27/09]
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WHERE THE CLOUD THINGS ARE

92. Windows Azure Platform
• Introducing Windows Azure
– http://download.microsoft.com/download/0/F/A/0FA924AE-
DA08-45B8-8F96-
76884B8D15F8/Windows_Azure_David_Chappell_White_Pap
er_March_09.pdf
– David Chappell [Mar 2009]
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WHERE THE CLOUD THINGS ARE

93. Salesforce
• Salesforce.com
– http://www.salesforce.com/jp/
• Salesfoce CRM
– http://www.salesforce.com/jp/crm/products.jsp
• Force.com Platform
– http://www.salesforce.com/jp/platform/
• developerforce
– http://developer.salesforce.co.jp/
93
WHERE THE CLOUD THINGS ARE

94. Topics
• The Efficient Cloud: All Of Salesforce Runs On
Only 1,000 Servers
– http://www.techcrunch.com/2009/03/23/the-efficient-cloud-all-
of-salesforce-runs-on-only-1000-servers/
– Erick Schonfeld [2009/03/29]
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WHERE THE CLOUD THINGS ARE

95. WHERE THE WILD THINGS ARE
THIS IS THE END. November 09, 2009