Cloud Posts

April 26, 2016

Cloud. Ready-to-Wear.

It’s been five years since I started my journey with SoftLayer. And what a journey it has been—from being one of the first few folks in our Amsterdam office, to becoming part of the mega-family of IBMers; from one data center in Europe to six on this side of the pond and 40+ around the globe; from “Who is SoftLayer?” (or my favorite, “SoftPlayer”), to becoming a cloud environment fundamental for some of the biggest and boldest organizations worldwide.

But the most thrilling difference between 2016 and 2011 that I’ve been observing lately is a shift of the market’s perception of cloud, which matters are important to adopters, and the technology itself becoming mainstream.

Organizations of all sizes—small, medium, and large, while still raising valid questions around the level of control and security—are more often talking about challenges regarding managing the combined on-prem and shared environments, readiness of their legacy applications to migrate to cloud, and their staff competency to orchestrate the new architecture.

At Cloud Expo 2016 (the fifth one for the SoftLayer EMEA team), next to two tremendous keynotes given by Sebastian Krause, General Manager IBM Cloud Europe, and by Rashik Parmar, Lead IBM Cloud Advisor/Europe IBM Distinguished Engineer, we held a roundtable to discuss the connection between hybrid cloud and agile business. Moderated by Rashik Parmar, the discussion confirmed the market’s evolution: from recognizing cloud as technology still proving its value, to technology critical in gaining a competitive advantage in today’s dynamic economy.

Rashik’s guests had deep technology backgrounds and came from organizations of all sizes and flavors—banking, supply chain managements, ISV, publishing, manufacturing, MSP, insurance, and digital entertainment, to name a few. Most of them already have live cloud deployments, or they have one ready to go into production this year.

When it came to the core factors underlying a move into the cloud, they unanimously listed gaining business agility and faster time-to-market. For a few minutes, there was a lively conversation among the panelists about the cost and savings. They raised examples citing  poorly planned cloud implementations that were 20-30 percent more costly than keeping the legacy IT setup. Based on an example of a large Australian bank, Rashik urged companies to start the process of moving into cloud with a vigilant map of their own application’s landscape before thinking about remodeling the architecture to accommodate cloud.

The next questions the panelists tackled pertained to the drivers behind building hybrid cloud environments, which included:

  • Starting with some workloads and building a business case based on their success; from there, expanding the solution organization-wide
  • Increasing the speed of market entry for new solutions and products
  • Retiring certain legacy applications on-prem, while deploying new ones on cloud
  • Regulatory requirements that demand some workloads or data to remain on-prem.

When asked to define “hybrid cloud,” Rashik addressed the highly ambiguous term by simply stating that it refers to any combination of software-defined environment and automation with traditional IT.

The delegates discussed the types of cloud—local, dedicated, and shared—and found it difficult to define who controls hybrid cloud, and who is accountable for what component when something goes wrong. There was a general agreement that many organizations still put physical security over the digital one, which is not entirely applicable in the world of cloud.

Rashik explored, from his experience, where most cases of migrating into cloud usually originate. He referred to usage patterns and how organizations become agile with hybrid IT. The delegates agreed that gaining an option of immediate burstability and removing the headache of optimal resource management, from hardware to internal talent, are especially important.

Rashik then addressed the inhibitors of moving into cloud—and here’s the part that inspired me to write this post. While mentions of security (data security and job security) and the control over the environment arose, the focus repeatedly shifted toward the challenges of applications being incompatible with cloud architecture, complicated application landscape, and scarcity of IT professionals skilled in managing complex (hybrid) cloud environments.

This is a visible trend that demonstrates the market has left the cloud department store’s changing room, and ready not only to make the purchase, but “ready to wear” the new technology with a clear plan where, when, and with an aim to achieve specific outcomes.

The conversation ended with energizing insights about API-driven innovation that enables developers to assemble a wide spectrum of functions, as opposed to being “just a coder.” Other topics included cognitive computing that bridges digital business with digital intelligence, and platforms such as blockchain that are gaining momentum.

To think that not so long ago, I had to explain to the average Cloud Expo delegate what “IaaS” stand for. We’ve come a long way.

 

-Michalina

April 4, 2016

A deeper dive into using VMware on SoftLayer

 

IBM and VMware recently announced an expanded global strategic partnership that enables customers to operate a seamless and consistent cloud, spanning hybrid environments. VMware customers now have the ability to quickly provision new (or scale existing) VMware workloads to IBM Cloud. This helps companies retain the value of their existing VMware-based solutions while leveraging the growing footprint of IBM Cloud data centers worldwide.

IBM customers are now able to purchase VMware software in a flexible, cost-efficient manner to power their deployments on IBM’s bare metal hardware infrastructure service. They’ll also be able to take advantage of their existing skill sets, tools, and technologies versus having to purchase and learn new ones. New customers will have complete control of their VMware environment, allowing them to expand into new markets and reduce startup cost by leveraging SoftLayer’s worldwide network and data centers.

This new offering also allows customers access to the full stack of VMware products to build an end-to-end VMware solution that matches their current on-premises environment or create a new one. Leveraging NSX lets customers manage their SoftLayer network infrastructure and extend their on-premises environment into SoftLayer as well, letting them expand their current capacity while reducing startup capital.

Customers can currently purchase vSphere Enterprise Plus 6.0 from SoftLayer. The VMware software components in Table 1 will be available, for a la carte purchase, for individual SoftLayer bare metal servers by Q2 2016. All products listed will be billed on a per socket basis.

Table 1: VMware software components

Product Name

Version

Charge per

VMware vRealize Operations Enterprise Edition

6.0

CPU

VMware vRealize Operations Advanced Edition

6.0

CPU

VMware vRealize Operations Standard Edition

6.0

CPU

VMware vRealize Log Insight

3.0

CPU

VMware NSX-V

6.2

CPU

VMware Integrated OpenStack (VIO)

2.0

CPU

Virtual SAN Standard Tier I (0-20TB)

6.X

CPU

Virtual SAN Standard Tier II (21-64TB)

6.X

CPU

Virtual SAN Standard Tier III (65-124TB)

6.X

CPU

VMware Site Recovery Manager

6.1

CPU

VMware vRealize Automation Enterprise

6.X

CPU

VMware vRealize Automation Advanced

6.X

CPU

 

The following FAQs will help you better understand the IBM and VMware partnership:                                                                                                                                             

Q: What are you offering today? And how much does it cost?

A: Today, IBM offers vSphere Enterprise Plus 6.0, which includes vCenter and vCloud Connector. It’s currently available for $85 per CPU for single CPU, dual CPU, and quad CPU servers. The products listed in Table 1 will be available in Q2 2016.

Q: Is per-CPU pricing a change from how VMware software was offered before?

A: Yes, the CPU-based pricing is new, and is unique to IBM Cloud. IBM is currently the only cloud provider to offer this type of pricing for VMware software. CPU-based pricing allows customers to more accurately budget how much they spend for VMware software in the cloud.

Q: Can customers bring the licenses they already own and have acquired via an existing VMware license agreement (e.g., ELA)?

A: Customers can take advantage of the new pricing when purchasing the VMware software through the SoftLayer portal. Please contact your VMware sales representative to get approval if you plan on bringing the license you already own to IBM Cloud.

Q: Will you offer migration services?

A: Yes, migration services will be among the portfolio of managed services offerings we will make available. Details will be announced closer to the time of availability, which is later in 2016.

Q: What storage options are available for VMware environments on SoftLayer?

A: Customers can select from a diverse range of SoftLayer storage offerings and custom solutions depending on their requirements and preferences. Use the Select a Storage Option to use with VMware guide to determine the best storage option for your environment.

Q: Where can I find technical resources to learn more about VMware on SoftLayer?

A: There is extensive technical documentation available on KnowledgeLayer, including:

 

-Kerry Staples and Andreas Groth

January 29, 2016

Cloud, Interrupted: The Official SoftLayer Podcast, Episode 3

You’re never going to believe this. You already know the second episode of Cloud, Interrupted—the one, the only, the official SoftLayer podcast—hit the streets in December. And now, coming in hot, we’re bringing you the long-awaited third episode of Cloud, Interrupted—only a month after the last one! Contain your excitement. We’re getting good at this.

In the third episode of our authoritative, esteemed podcast, we discuss why our first podcasts were recorded in wind tunnels, we pat ourselves on the back for being doers and not scholars, and we reveal the humble, testosterone-fueled origins of the iconic Server Challenge.

Join Kevin Hazard, director of digital content, Phil Jackson, lead technology evangelist, and Teddy Vandenberg, manager of network provisioning, as they wreak havoc interrupting the world of cloud. Yet again.

You skipped that fluff-filled intro, didn’t you? We’ll reward your impatience with the CliffsNotes:

Cloud, Interrupted, Episode 3: In the end, you’ve gotta start somewhere.

  • [00:00:01] Yo yo yo, it’s the new and improved bleep bloops!
  • [00:00:25] We've finally stopped recording Cloud, Interrupted from our pillow forts. Now we just follow the mountains and valleys.
  • [00:04:23] So you want to host your own podcast? Cool. Take it from us on the ultimate, definitive, pretty-much-only guide to success: gear, software, and magical editing.
  • [00:06:24] Teddy takes us on a boring tangent about startups that’s not really a tangent at all. (You decide if it’s boring.)
  • [00:07:25] Ha ha, Kevin totally used to trick out his MySpace page.
  • [00:09:16] GOOD JOB, PHIL!
  • [00:09:26] Phil was THE most popular kid in school. That's how he started programming.
  • [00:13:40] There are two types of technical people: those that do and those that read the docs. Teddy doesn't read the docs. Ask him about YUM.
  • [00:17:59] C'mon, Kevin. No one wants to build a server at a conference for fun. What a dumb idea!

Oh Phil, Phil, Phil. Little did you know very how wrong you were. (Must’ve been the ponytail.)

- Fayza

December 28, 2015

Semantics: "Public," "Private," and "Hybrid" in Cloud Computing, Part II

Welcome back! In the second post in this two-part series, we’ll look at the third definition of “public” and “private,” and we’ll have that broader discussion about “hybrid”—and we’ll figure out where we go after the dust has cleared on the semantics. If you missed the first part of our series, take a moment to get up to speed here before you dive in.

Definition 3—Control: Bare Metal v. Virtual

A third school of thought in the “public v. private” conversation is actually an extension of Definition 2, but with an important distinction. In order for infrastructure to be “private,” no one else (not even the infrastructure provider) can have access to a given hardware node.

In Definition 2, a hardware node provisioned for single-tenancy would be considered private. That single-tenant environment could provide customers with control of the server at the bare metal level—or it could provide control at the operating system level on top of a provider-managed hypervisor. In Definition 3, the latter example would not be considered “private” because the infrastructure provider has some level of control over the server in the form of the virtualization hypervisor.

Under Definition 3, infrastructure provisioned with full control over bare metal hardware is “private,” while any provider-virtualized or shared environment would be considered “public.” With complete, uninterrupted control down to the bare metal, a user can monitor all access and activity on the infrastructure and secure it from any third-party usage.

Defining “public cloud” and “private cloud” using the bare metal versus virtual delineation is easy. If a user orders infrastructure resources from a provider, and those resources are delivered from a shared, virtualized environment, that infrastructure would be considered public cloud. If the user orders a number of bare metal servers and chooses to install and maintain his or her own virtualization layer across those bare metal servers, that environment would be a private cloud.

“Hybrid”

Mix and Match

Now that we see the different meanings “public” and “private” can have in cloud computing, the idea of a “hybrid” environment is a lot less confusing. In actuality, it really only has one definition: A hybrid environment is a combination of any variation of public and private infrastructure.

Using bare metal servers for your database and virtual servers for your Web tier? That’s a hybrid approach. Using your own data centers for some of your applications and scaling out into another provider’s data centers when needed? That’s hybrid, too. As soon as you start using multiple types of infrastructure, by definition, you’ve created a hybrid environment.

And Throw in the Kitchen Sink

Taking our simple definition of “hybrid” one step further, we find a few other variations of that term’s usage. Because the cloud stack is made up of several levels of services—Infrastructure as a Service, Platform as a Service, Software as a Service, Business Process as a Service—“hybrid” may be defined by incorporating various “aaS” offerings into a single environment.

Perhaps you need bare metal infrastructure to build an off-prem private cloud at the IaaS level—and you also want to incorporate a managed analytics service at the BPaaS level. Or maybe you want to keep all of your production data on-prem and do your sandbox development in a PaaS environment like Bluemix. At the end of the day, what you’re really doing is leveraging a “hybrid” model.

Where do we go from here?

Once we can agree that this underlying semantic problem exists, we should be able to start having better conversations:

  • Them: We’re considering a hybrid approach to hosting our next application.
  • You: Oh yeah? What platforms or tools are we going to use in that approach?
  • Them: We want to try and incorporate public and private cloud infrastructure.
  • You: That’s interesting. I know that there are a few different definitions of public and private when it comes to infrastructure…which do you mean?
  • Them: That’s a profound observation! Since we have our own data centers, we consider the infrastructure there to be our private cloud, and we’re going to use bare metal servers from SoftLayer as our public cloud.
  • You: Brilliant! Especially the fact that we’re using SoftLayer.

Your mileage may vary, but that’s the kind of discussion we can get behind.

And if your conversation partner balks at either of your questions, send them over to this blog post series.

-@khazard

December 18, 2015

Semantics: "Public, "Private," and "Hybrid" in Cloud Computing, Part I

What does the word “gift” mean to you? In English, it most often refers to a present or something given voluntarily. In German, it has a completely different meaning: “poison.” If a box marked “gift” is placed in front of an English-speaker, it’s safe to assume that he or she would interact with it very differently than a German-speaker would.

In the same way, simple words like “public,” “private,” and “hybrid” in cloud computing can mean very different things to different audiences. But unlike our “gift” example above (which would normally have some language or cultural context), it’s much more difficult for cloud computing audiences to decipher meaning when terms like “public cloud,” “private cloud,” and “hybrid cloud” are used.

We, as an industry, need to focus on semantics.

In this two-part series, we’ll look at three different definitions of “public” and “private” to set the stage for a broader discussion about “hybrid.”

“Public” v. “Private”

Definition 1—Location: On-premises v. Off-premises

For some audiences (and the enterprise market), whether an infrastructure is public or private is largely a question of location. Does a business own and maintain the data centers, servers, and networking gear it uses for its IT needs, or does the business use gear that’s owned and maintained by another party?

This definition of “public v. private” makes sense for an audience that happens to own and operate its own data centers. If a business has exclusive physical access to and ownership of its gear, the business considers that gear “private.” If another provider handles the physical access and ownership of the gear, the business considers that gear “public.”

We can extend this definition a step further to understand what this audience would consider to be a “private cloud.” Using this definition of “private,” a private cloud is an environment with an abstracted “cloud” management layer (a la OpenStack or CloudStack or VMWare) that runs in a company’s own data center. In contrast, this audience would consider a “public cloud” to be a similar environment that’s owned and maintained by another provider.

Enterprises are often more likely to use this definition because they’re often the only ones that can afford to build and run their own data centers. They use “public” and “private” to distinguish between their own facilities or outside facilities. This definition does not make sense for businesses that don’t have their own data center facilities.

Definition 2—Population: Single-tenant v. Multi-tenant

Businesses that don’t own their own data center facilities would not use Definition 1 to distinguish “public” and “private” infrastructure. If the infrastructure they use is wholly owned and physically maintained by another provider, these businesses are most interested in whether hardware resources are shared with any other customers: Do any other customers have data on or access to a given server’s hardware? If so, the infrastructure is public. If not, the infrastructure is private.

Using this definition, public and private infrastructure could be served from the same third-party-owned data center, and the infrastructure could even be in the same server rack. “Public” infrastructure just happens to provide multiple users with resources and access to a single hardware node. Note: Even though the hardware node is shared, each user can only access his or her own data and allotted resources.

On the flip side, if a user has exclusive access to a hardware node, a business using Definition 2 would consider the node to be private.

Using this definition of “public” and “private,” multiple users share resources at the server level in a “public cloud” environment—and only one user has access to resources at the server level in a “private cloud” environment. Depending on the environment configuration, a “private cloud” user may or may not have full control over the individual servers he or she is using.

This definition echoes back to Definition 1, but it is more granular. Businesses using Definition 2 believe that infrastructure is public or private based on single-tenancy or multi-tenancy at the hardware level, whereas businesses using Definition 1 consider infrastructure to be public or private based on whether the data center itself is single-tenant or multi-tenant.

Have we blown your minds yet? Stay tuned for Part II, where we’ll tackle bare metal servers, virtual servers, and control. We’ll also show you how clear hybrid environments really are, and we’ll figure out where the heck we go from here now that we’ve figured it all out.

-@khazard

December 2, 2015

Cloud, Interrupted: The Official SoftLayer Podcast, Episode 2

Remember that one time we put three chatty cloud guys in a tiny room without windows (where no one can hear you scream) to talk cloud way back in September? Yeah, we do, too. Those were the days. In the second episode of our official, esteemed podcast—Cloud, Interrupted, "Cloud security and Daylight Saving Time drive us insane." for those of you following along at home—we have reasons! Reasons why this is only our second episode! Reasons that make sense! Because we owe it to you, our most loyal listeners. Join Kevin Hazard, director of digital content, Phil Jackson, lead technology evangelist, and Teddy Vandenberg, manager of network provisioning, as they wreak havoc interrupting the world of cloud. Again.

If you TL;DR-ed that intro, here’s the meat and potatoes of our latest podcast. Dig in:

  • [00:00:01] WE NOW HAVE THE BLEEP BLOOPS.
  • [00:01:21] The real reason our second podcast is fashionably late.
  • [00:03:16] It’s not that we’re insane when it comes to Internet security; it’s that no one understands us.
  • [00:06:14] Stay out of our bowels, Kevin!
  • [00:07:19] When you move to the cloud, you’re making all the same security mistakes you always make—multiplied by 10.
  • [00:10:30] What are cloud providers obligated to do in terms of security for their customers?
  • [00:13:00] Yes, we interrupted our cloud conversation (insert groan here). We now hate ourselves for it.
  • [00:13:23] Phil attended a tech conference on a ranch in Ireland (Web Summit), where he experienced Segway-less Segway envy and encountered zombies with attached earlobes. (Learn more about Artomatix: Artomatix Customer Story)
  • [00:20:08] You’re the bleep bloop master, Phil.
  • [00:20:48] Teddy rants (and rants) about Daylight Saving Time while we cower in the corner.
  • [00:24:07] If we do Daylight Saving Time in Unix, are we not taking Teddy seriously?
  • [00:25:27] Conclusion: Teddy hates time. (Yes, still ranting.)
  • [00:25:59] It’s over for everyone—not just Kevin.
  • [00:27:01] Oh, and one more thing, Teddy…

And that’s all she wrote, folks. -Fayza

November 4, 2015

Shared, scalable, and resilient storage without SAN

Storage area networks (SAN) are used most often in the enterprise world. In many enterprises, you will see racks filled with these large storage arrays. They are mainly used to provide a centralized storage platform with limited scalability. They require special training to operate, are expensive to purchase, support, or expand, and if those devices fail, there is big trouble.

Some people might say SAN devices are a necessary evil. But are they really necessary? Aren’t there alternatives?

Most startups nowadays are running their services on commodity hardware, with smart software to distribute their content across server farms globally. Current, well established, and successful companies that run websites or apps like Whatsapp, Facebook, or LinkedIn continue to operate pretty much the same way they started. They need the ability to scale and perform at unpredictable rates all around the world, so they use commodity hardware combined with smart software. These types of companies need the features that SAN storage offers them—but with more scalable, global resiliency, and without being centralized or having to buy expensive hardware. But how do they provide server access to the same data, and how do they avoid data loss?

The answer is actually quite simple, although its technology is quite sophisticated: distributed storage.

In a world where virtualization has become a standard for most companies, where even applications and networking are being virtualized, virtualization giant VMware answers this question with Virtual SAN. It effectively eliminates the need for SAN hardware in a VMware environment (and it will also be available for purchase from SoftLayer before the end of the year). Other similar distributed products are GlusterFS (also offered in our QuantaStor solution), Ceph, Microsoft Windows DFS, Hadoop HDFS, document-oriented databases like MongoDB, and many more.

Many solutions, however, vary in maturity. Object storage is a great example of a new type of storage that has come to market, which doesn’t require SAN devices. With SoftLayer, you can and may run them all.

When you have bare metal servers set up as hypervisors or application servers, it’s likely you have a lot of drive bays within those servers, mostly unused. Stuffing them with hard drives and allowing the software to distribute your data across multiple servers in multiple locations with two or three replicas will result in a big, safe, fast, and distributed storage platform. For such a platform, scaling it would be just adding more bare metal servers with even more hard drives and letting the software handle the rest.

Nowadays we are seeing more and more hardware solutions like SAN—or even networking—being replaced with smarter software on simpler and more affordable hardware. At SoftLayer, we offer month-to-month and hourly bare metal servers with up to 36 drive bays, potentially providing a lot of room for storage. With 10Gbps global connectivity options, we offer fast, low latency networking for syncing between servers and delivering data to the customer.

-Mathijs

October 28, 2015

Ongoing Actions to Eliminate Spam Hosting

We are announcing a new policy, effective today, as part of our regular efforts to reduce the ability for spam to be sent from the SoftLayer network.

Starting October 28, 2015 bare metal servers and virtual servers provisioned on new accounts will not have the ability to send email directly via outbound connections through TCP port 25 (SMTP). Port 25 can be used as a conduit for distributing unsolicited bulk email.

In a follow-up phase, we will roll out this network policy change to customers who established accounts before October 28. (A separate communications will be sent with timeline and implementation guidance to those customers.)

You can read the technical details on KnowledgeLayer.

SendGrid Services Available to Send and Track Emails

We have partnered with SendGrid™ since 2011 to provide email delivery services. We have arranged for SendGrid to provide SoftLayer customers with an account allowing sending of up to 25,000 emails per month at no charge, which can be activated via the SoftLayer customer portal.

SendGrid allows you to use a SmartHost to relay your outbound mail services while generating metrics, including tracking lists and bounce rates, open rates, and click-through rates. It also assists with newsletters and provides authentication. All of these services are designed to provide stronger email analytics for you to optimize your communications and eNurture programs. Full details on our SendGrid service, including free options, can be found here.

Use Your Email Service Through a Custom Email Port

You are welcome to use your own email service on a custom port following the API or SMTP guidelines provided by your mail provider to configure your servers to an email port other than TCP port 25. This is common practice for most mail providers and should not be an inhibitor to you sending and measuring your communications.

Need an Exception?

If you are a new client and need the ability to send outbound SMTP email via TCP port 25, please open a support ticket in the customer portal, and provide details about why you require an exception to this policy. Be sure to explain why the SendGrid email relaying solution does not fit your system or application needs. Our team is specialized to assist with most email relaying and blacklisting issues for recognized and reputable real-time blackhole lists (RBLs) and can evaluate your situation.

Dedicated to Your Success

We continuously work with established monitoring authorities and groups to eliminate fraudulent spammers and to block the usage of port 25 for email communications.

As we all know, spam is unsolicited bulk email. Our network architecture isolates devices so customers cannot see or share traffic across accounts. We follow ISO 27001. And for federal accounts, we are aligned to NIST 800-53 framework and maintain SOC 2 Type II reporting compliance for all data centers. We integrate three distinct network topologies for each physical or virtual server and offer security solutions for systems, applications, and data as well.

Thank you again to your commitment to SoftLayer as we continue to work hard to ensure a secure environment for you.

-Dani

September 3, 2015

Cloud, Interrupted: The Official SoftLayer Podcast

Have you ever wondered what happens when you put three cloud guys in a room to talk cloud? Our curiosity was insatiable, so doggone it, we went and did it. We hereby officially present to you our brand new podcast: Cloud, Interrupted.

Join Kevin Hazard, director of digital content, Phil Jackson, lead technology evangelist, and Teddy Vandenberg, manager of network provisioning, as they wreak havoc interrupting the world of cloud.

In case you’re a skimmer, here’s the highlight reel:

  • [00:00:05] Phil isn't a Stanley, but he is a germophobe.
  • [00:01:44] Are we interrupted by the cloud or are we interrupting the cloud?
  • [00:03:22] We have goals with this podcast, we swear.
  • [00:04:34] Teddy drops the bass.
  • [00:05:58] What's a better word for "cloud" than "cloud"?
  • [00:08:12] Where social interaction influences the real world: Meet "passive computing" and the trifecta.
  • [00:10:44] Who cares what Phil has to say?
  • [00:11:51] Phil reminisces about that time he explained web hosting to the Harris County Tax Office.
  • [00:16:02] Then Teddy's analogy was used against Phil.
  • [00:19:21] IBM to the rescue!
  • [00:20:45] Oops. He had to do it again.
  • [00:23:11] New and old technologies get lost in translation. "To the cloud!"
  • [00:25:54] You exist in the cloud more and you will start to understand the cloud more.
  • [00:30:31] Now this is a podcast about Costco.
  • [00:31:03] Wait a second. Who's Kevin? And why isn't SoftLayer on Snapchat?
  • [00:32:56] Teddy's relationship with IBM is complicated, but the cat is fine.
  • [00:33:45] Hot tip: Unplug both ends of your telephone cable and reverse it.

We hope you dig it.

-Fayza

August 19, 2015

Selling Cloud in the Cloud

Conventionally, the sales department’s style consists of men and women dressed to the nines—tailored suits and expensive Italian shoes. Appearance is a key factor to success, and most follow and master S.C.O.T.S.M.A.N., a forecasting and qualification system that stands for scope, competition, originality, time, size, money, authority, and need (we’ll get to this later).

Once a prospective client is qualified, they are placed in the sales funnel, and that’s when the fun begins. Deals are made over fancy dinners or a round of golf. Factors like location and size determine the time it takes to close the deal. Sometimes it takes days. Sometimes it takes months.

But in the cloud industry, where “on-demand” is the name of the game, following the conventional sales process can be a bottleneck in and of itself. Cloud, by its very nature, allows for spontaneity—such that by the time conventional salesmen arrange a wine-and-dine meeting, the new breed of cloud salesmen have already closed the deal and happy customers are accessing their deployed servers.

In the cloud, there’s no time for face-to-face with the customer, so most opt for comfortable t-shirts and jeans over tailored suits and fine Italian leather shoes. And in the absence of these things, products and services provide the wow factor that lure customers.

SoftLayer offers a variety of wow factors. Depending on how the customer will be using servers based on their business, any of the points below (or combination of them) could serve as a wow factor:

  • Free incoming and server-to-server data transfer, as well as bandwidth pooling
  • Auto Scale and rapid deployment (virtual servers in as little as five to 10 minutes and bare metal in as little as one to four hours)
  • Free, premium, round-the-clock technical, billing, and sales support
  • Complete control and flexibility
  • Dedicated basic server resources, including CPU, RAM and storage, on all server types
  • No long-term contracts
  • Seamless connectivity between virtual and bare metal platforms

Although the cloud marketplace today looks saturated, the providers offering genuine cloud services are few and far between, and the disparity between the services they offer are abundant, laying waste to the theory that cloud is a commodity. Today, there are ads boasting price advantages and overtly dramatized high-pitch marketing punch lines promising unrealistic offerings. Remember the old adage, “The bitterness of low quality remains long after the sweetness of low price is forgotten.”

Given the control and flexibility inherent in the SoftLayer platform with no contract to tie you down, the SoftLayer sales process cuts through the clutter and seeks to satisfy the last three elements of the S.C.O.T.S.M.A.N. system:

  • Is there a need for a new cloud environment? Are you looking to host a new application or are you looking to move an existing application from another hosting provider or from an in-house environment? If existing, what are your primary reasons for wanting to move?
  • Do you have a budget for a new cloud environment?
  • Do you have the authority to place an order on behalf of your organization? (To make it easy, it will cost $0.00 for the first month with a no-strings attached cancellation if you’re not satisfied.)

Some cloud consumers I have spoken to confess to choosing their hosting provider based on convenience rather than value offering. Cloud providers who are household names try as much as they can to blur the differences between offerings and propagate the doctrine of cloud being a commodity. As the cloud marketplace matures, the success of this strategy has an expiration date—soon!

- Valentine Che, Global Sales, AMS01

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