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 [email protected]

mailto:[email protected]

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

Cust

omer

Man

aged

Infrastructure (as a Service)

Storage

Server HW

Networking

vServers

Databases

Virtualization

Runtimes

Applications


Cust

omer

Platform (as a Service)

Storage

Server HW

Networking

vServers

Databases

Virtualization

Runtimes

Applications


Public/Private

Cust

omer

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




Hardware, software &

Service abstracted




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

NGOSS Service 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:


Understanding the Business Model is important 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


Understanding the Business Model is important 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%


Understanding the Business Model is important 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


Understanding the Business Model is important 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

http://www.liberocloud.it/


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

http://content.dell.com/us/en/corp/d/corporate~case-studies~en/Documents~2011-bing-10009998.pdf.aspx

http://content.dell.com/us/en/corp/d/corporate~case-studies~en/Documents~2011-bing-10009998.pdf.aspx


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 Solutions Global 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

Confidential 37


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 percent Large Retail Telco

http://www.uniservecloud.com/


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 [email protected] +971 50 47 87 597