Posts Tagged 'Technology'

September 24, 2012

Cloud Computing is not a 'Thing' ... It's a way of Doing Things.

I like to think that we are beyond 'defining' cloud, but what I find in reality is that we still argue over basics. I have conversations in which people still delineate things like "hosting" from "cloud computing" based degrees of single-tenancy. Now I'm a stickler for definitions just like the next pedantic software-religious guy, but when it comes to arguing minutiae about cloud computing, it's easy to lose the forest for the trees. Instead of discussing underlying infrastructure and comparing hypervisors, we'll look at two well-cited definitions of cloud computing that may help us unify our understanding of the model.

I use the word "model" intentionally there because it's important to note that cloud computing is not a "thing" or a "product." It's a way of doing business. It's an operations model that is changing the fundamental economics of writing and deploying software applications. It's not about a strict definition of some underlying service provider architecture or whether multi-tenancy is at the data center edge, the server or the core. It's about enabling new technology to be tested and fail or succeed in blazing calendar time and being able to support super-fast growth and scale with little planning. Let's try to keep that in mind as we look at how NIST and Gartner define cloud computing.

The National Institute of Standards and Technology (NIST) is a government organization that develops standards, guidelines and minimum requirements as needed by industry or government programs. Given the confusion in the marketplace, there's a huge "need" for a simple, consistent definition of cloud computing, so NIST had a pretty high profile topic on its hands. Their resulting Cloud Computing Definition describes five essential characteristics of cloud computing, three service models, and four deployment models. Let's table the service models and deployment models for now and look at the five essential characteristics of cloud computing. I'll summarize them here; follow the link if you want more context or detail on these points:

  • On-Demand Self Service: A user can automatically provision compute without human interaction.
  • Broad Network Access: Capabilities are available over the network.
  • Resource Pooling: Computing resources are pooled to serve multiple consumers using a multi-tenant model, with different physical and virtual resources dynamically assigned and reassigned.
  • Rapid Elasticity: Capabilities can be elastically provisioned and released.
  • Measured Service: Resource usage can be monitored, controlled and reported.

The characteristics NIST uses to define cloud computing are pretty straightforward, but they are still a little ambiguous: How quickly does an environment have to be provisioned for it to be considered "on-demand?" If "broad network access" could just mean "connected to the Internet," why include that as a characteristic? When it comes to "measured service," how granular does the resource monitoring and control need to be for something to be considered "cloud computing?" A year? A minute? These characteristics cast a broad net, and we can build on that foundation as we set out to create a more focused definition.

For our next stop, let's look at Gartner's view: "A style of computing in which scalable and elastic IT-enabled capabilities are delivered as a service using Internet infrastructure." From a philosophical perspective, I love their use of "style" when talking about cloud computing. Little differentiates the underlying IT capabilities of cloud computing from other types of computing, so when looking at cloud computing, we really just see a variation on how those capabilities are being leveraged. It's important to note that Gartner's definition includes "elastic" alongside "scalable" ... Cloud computing gets the most press for being able to scale remarkably, but the flip-side of that expansion is that it also needs to contract on-demand.

All of this describes a way of deploying compute power that is completely different than the way we did this in the decades that we've been writing software. It used to take months to get funding and order the hardware to deploy an application. That's a lot of time and risk that startups and enterprises alike can erase from their business plans.

How do we wrap all of those characteristics up into unified of definition of cloud computing? The way I look at it, cloud computing is as an operations model that yields seemingly unlimited compute power when you need it. It enables (scalable and elastic) capacity as you need it, and that capacity's pricing is based on consumption. That doesn't mean a provider should charge by the compute cycle, generator fan RPM or some other arcane measurement of usage ... It means that a customer should understand the resources that are being invoiced, and he/she should have the power to change those resources as needed. A cloud computing environment has to have self-service provisioning that doesn't require manual intervention from the provider, and I'd even push that requirement a little further: A cloud computing environment should have API accessibility so a customer doesn't even have to manually intervene in the provisioning process (The customer's app could use automated logic and API calls to scale infrastructure up or down based on resource usage).

I had the opportunity to speak at Cloud Connect Chicago, and I shared SoftLayer's approach to cloud computing and how it has evolved into a few distinct products that speak directly to our customers' needs:

The session was about 45 minutes, so the video above has been slimmed down a bit for easier consumption. If you're interested in seeing the full session and getting into a little more detail, we've uploaded an un-cut version here.

-Duke

September 21, 2012

Powering Cloud Automation Through Partnerships

When SoftLayer began back in 2005, the term “cloud computing” was rarely used if at all. The founders of SoftLayer had an ambitious vision and plan to build a service platform that could easily automate, scale and meet the demands of the most sophisticated IT users. They were obviously onto something. Since then, we’ve emerged as the world’s largest privately held Infrastructure-as-a-Service (IaaS) provider, helping the next generation of web savvy entrepreneurs realize their dreams. But we didn’t do it alone. We had partnerships in place—including working with Parallels.

Today everyone is trying to scramble and figure out how this “new” IT shift will work itself out. Our friends over at Parallels had a similar ambitious undertaking—trying to automate and enable a complete gamut of hosting and cloud services. This created a framework for our partnership. We worked with their engineering and sales teams, starting back in 2005, which resulted in Parallels Plesk Panel being offered as an option on every SoftLayer server. That was just the beginning. We are now deploying Parallels Automation for hosting partners and have plans to integrate with their Application Packaging Standard offering. Plans to integrate with other products like Parallels Cloud Server are also on the horizon. It all comes down to helping hosting companies and other joint customers thrive and succeed.

To find out more about our partnership and how it can help streamline your entry into cloud computing click here. We are also the only “Diamond” sponsor at the Parallels Summit 2012 APAC in Singapore this year. We share a heritage and understanding with Parallels borne from a need to simplify and solve IT problems on a broad scale. Now that’s what I call a likeminded partnership.

-@gkdog

July 3, 2012

SoftLayer Asia - A Technology Market Full of Opportunity

The last few months have been extremely busy for SoftLayer Asia. SLayers from our Singapore office have been participating in all kinds of events — from small developer group meetups to massive conferences like CommunicAsia 2012 that brought in 35,000+ attendees from the APAC region's major markets, and our goal has been the same throughout: SoftLayer has the platform on which our customers can build the future.

Web Hosting Days 2012 - Bangkok
Web Hosting Days 2012 - Bangkok, Thailand

While our goal to help our customers "build the future" might seem like a tall order, the market in Asia needs the capabilities that only SoftLayer is able to provide. With the recent boom in smartphones and the growth of the region's huge network of connectivity infrastructure, Asian companies with global customer bases are facing an exciting market with a great deal of promise. In 2012 alone, analyst group Canalys forecasts:

  • An estimated 253.57 million smartphones in APAC in 2012 alone (compared to 224.08 million in North America).
  • APAC smartphone penetration is expected to exceed that of North America by 13%.

While that technology market is attractive, many business owners find that it can be equally intimidating. That sentiment is one the biggest reasons our customers share when we ask why they chose to to trust SoftLayer's SNG01 data center with their data. They need a platform that provides stability and on-demand scalability at an affordable price point, and they've seen SoftLayer deliver on all of those needs.

SoftLayer at Cloud Asia
SoftLayer CMO Simon West presenting at Cloud Asia 2012

You might think that having a foundation of the best technology platform in a technology-focused market guarantees success when it comes to launching social and Internet-based businesses, but that's only part of the story. The most important aspect of our customers' successes have been the creative, innovative solutions that they've been able to build because they're not worried about whether their infrastructure can keep up with their ideas. In Asia's crowded technology-centric market, a company's primary concern should be continuously meeting the needs of its rapidly evolving and growing customer base, and that's what we want to empower. Here are a few examples of SoftLayer customers we've seen that embody that mentality:

  • Tandif is an Indonesian based company that provides accurate and efficient auto-moderation of any web property connected to the Internet. Tandif's service is available in English and Bahasa Indonesia, one of the most vibrant internet and social media growth markets on a regional and global scale.
  • Wildby is a start up from the Joyful Frog Digital Incubator (regional affiliate of the Techstars program) that launched an application to addresses a region's unique technology need. Many parents are "guilty" of handing over their tablets or smartphones to entertain their kids in the car as they sit out the many crazy traffic jams in our major cities. Wildby's "edu-tainment" app allows children aged 3 to 7 yrs visually interact and learn new words and concepts anywhere they have access to the app.
  • Qyro — another JFDI graduate — was founded by an international team of entrepreneurs to build a patent-pending enterprise-based solution called Stubb, which provides users full-featured virtual document sharing and controls over both hard and soft copies.

Each of these companies has been very successful in their respective markets, and they're looking to SoftLayer to help them expand their business footprint in Asia to reach customers in North America and Europe. They absolutely love what our private network means for those goals: Geographic boundaries are blurred. Why is that important? Just how global is the Asian market?

Southeast Asia alone takes center stage when it comes to global adoption of the world's most popular Internet properties:

  • Indonesia, India and Philippines are part of the top 10 markets for Facebook users' growth, with Indonesia ranking #2 worldwide.
  • 21% of Indonesian online users visited Twitter.com in January 2011, making it the fourth highest country in terms of Twitter reach.
  • Malaysia is the #1 country in Southeast Asia when it comes to Foursquare user base (the USA is 167 positions lower)!

Needless to say, given the opportunity here and the passionate entrepreneurs trying to take advantage of it, SoftLayer Asia is going to be extremely busy for a long time.

-Dionne

June 28, 2012

Never Break Up with Your Data Again

Wouldn't it be nice if you could keep the parts of a relationship that you like and "move on" from the parts you don't? You'd never have to go through the awkward "getting to know each other" phase where you accidentally order food the other person is allergic to, and you'd never have to experience a break up. As it is, we're faced with a bit of a paradox: Relationships are a lot of work, and "Breaking up is hard to do."

I could tell you story after story about the break ups I experienced in my youth. From the Ghostbuster-jumpsuited boyfriend I had in kindergarten who stole my heart (and my barrettes) to until it was time to take my had-to-have "My Little Pony" thermos lunchbox to another table at lunch after a dramatic recess exchange to the middle school boyfriend who took me to see Titanic in the theater four times (yes, you read that correctly), my early "romantic" relationships didn't pan out in the "happily ever after" way I'd hoped they would. Whether the result of an me unwelcome kiss under the monkey bars or a move to a different school (which might as well have been on Mars), I had to break up with each of the boys.

Why are you reading about my lost loves on the SoftLayer Blog? Simple: Relationships with IT environments — specifically applications and data — are not much different from romantic relationships. You might want to cut ties with a high maintenance piece of equipment that you've been with for years because its behavior is getting erratic, and it doesn't look like it'll survive forever. Maybe you've outgrown what your existing infrastructure can provide for you, and you need to move along. Perhaps you just want some space and need to take a break from a project for six months.

If you feel like telling your infrastructure, "It's not you, it's me," what are your options? Undo all of your hard work, schedule maintenance and stay up in the dead of a weeknight to migrate, backup and restore all of your data locally?

When I talk to SoftLayer customers, I get to be a relationship therapist. Because we've come out with some pretty innovative tools, we can help our customers avoid ever having to break up with their data again. Two of the coolest "infrastructure relationship"-saving releases: Flex Images (currently in public beta) and portable storage volumes for cloud computing instances (CCIs).

With Flex Images, customers using RedHat, CentOS or Windows systems can create and move server images between physical and virtual environments to seamlessly transition from one platform to the other. With about three clicks, a customer-created image is quickly and uniformly delivered to a new dedicated or cloud server. The idea behind Flex Images is to blur the line between physical and virtual environments so that if you feel the need to break up with one of the two, the other is able to take you in.

Portable storage volumes (PSVs) are secondary CCI volumes that can be added onto any public or private CCI. Users can detach a PSV from any CCI and have it persist in the cloud, unattached to any compute resource, for as long as necessary. When that storage volume is needed again, it can be re-attached as secondary storage on any other CCI across all of SoftLayer's facilities. The best relationship parallel would be "baggage," but that's got a negative connotation, so we'll have to come up with something else to call it ... "preparedness."

We want to help you avoid break ups and provide you easy channels to make up with your old infrastructure if you have a change of heart. The result is an infrastructure that's much easier to manage, more fluid and less dramatic.

Now if I can only figure out a way to make Flex Images and portable storage volumes available for real-life relationships .... I'd make millions! :-)

-Arielle

June 7, 2012

Meet Catalyst, SoftLayer's Startup Incubator Program

catalyst [kat-l-ist] noun - A person or thing that precipitates an event or change. also SoftLayer's killer startup incubator program.

It's official, Catalyst has launched on the SoftLayer website:

Catalyst Startup Program

You've heard us talk about SoftLayer's ongoing involvement with entrepreneurs, incubators, accelerators and startup events, but for the most part, we've been flying "under the radar" without an official presence on SoftLayer's website. The Catalyst team has been busy building relationships with more than 50 of the world's best startup-focused organizations, and we've been working directly with hundreds of startups and entrepreneurs to provide some pretty unique resources:

$1,000/month Hosting Credit

SoftLayer is the world's most advanced cloud, dedicated and hybrid hosting company. We integrate best-in-class technology and connectivity into the industry's only fully-automated platform, empowering startups with complete access, control, security and scalability. Startups in Catalyst get a $1000/month credit for hosting for one full year. That includes dedicated servers, cloud servers or a hybrid compute environment.

Mentorship from SoftLayer Innovation Team

You'll get connected with SoftLayer's award-winning Innovation Team. These are the über smart guys who created the SoftLayer Automated Platform. They're our most senior technology team, and they're experts at things like massively scalable software and hardware architectures, cloud, globally distributed computing, security, "Big Data" databases and all the other crazy new "best and next" practices in modern and forward-looking compute.

Increased Market Visibility

Catalyst startups receive marketing opportunities with SoftLayer like guest blog posts on the InnerLayer, video interviews, white papers and use cases to help you tell the world about the cool stuff you're doing. When you're out of Beta, ask about our Technology Partners Marketplace, which exposes you to thousands of our customers.

Empowering entrepreneurs and startups is a core principle for SoftLayer, and we're doing everything we can to provide the platform for the next Facebook, Twitter or Tumblr. The Catalyst page on our website might be brand new, but the startup companies in Catalyst today are already taking advantage of $100,000+ of free hosting ... every month. How is that possible? We've got friends in the right places:

Catalyst Startup Program

Cultivating a pipeline of amazing startup companies has been easy, thanks to organizations like the TechStars Global Accelerator Network and the other featured partners we're recognizing this month. Without any official "public" presence, we've become a go-to resource in the startup community ... Having a Catalyst site to call "home" is just icing on the cake. If you have a few minutes and you want to learn more about whether SoftLayer may be able to help you build your idea or fuel your startup, head over to the Catalyst startup incubator page and submit a quick application.

Join Catalyst » See Change.

-@PaulFord

June 6, 2012

Today's Technology "Game Changers": IPv6 and Cloud

"Game Changers" in technology force a decision: Adapt or die. When repeating rifles gained popularity in the late 1800s, a business of manufacturing muzzle-loading or breech-loading rifles would have needed to find a way to produce a repeating rifle or it would have lost most (if not all) of it's business to Winchester. If a fresh-faced independent musician is hitting it big on the coffee shop scene in 2012, she probably won't be selling out arenas any time soon if she refuses to make her music available digitally. Just ask any of the old-timers in the print media industry ... "Game Changers" in technology can be disastrous for an established business in an established industry.

That's pretty intimidating ... Even for tech businesses.

Shifts in technology don't have to be as drastic and obvious as a "printed newspaper v. social news site" comparison for them to be disruptive. Even subtle advances can wind up making or breaking a business. In fact, many of today's biggest and most successful tech companies are scrambling to adapt to two simple "game changers" that seem terribly significant:

  • IPv6
  • "The Cloud"

IPv6

A quick search of the SoftLayer Blog reminds me that Lance first brought up the importance of IPv6 adoption in October 2007:

ARIN has publically announced the need to shift to IPv6 and numerous articles have outlined the D-Day for IPv4 space. Most experts agree, its coming fast and that it will occur sometime in 2010 at the current pace (that's about two years for those counting). IPv6 brings enough IP space for an infinite number of users along with improved security features and several other operational efficiencies that will make it very popular. The problem lies between getting from IPv4 to IPv6.

When IPv4 exhaustion was just a blip on the horizon, many businesses probably thought, "Oh, I'll get around to it when I need to. It's not a problem yet." When IANA exhausted the IPv4 pool, they probably started picking up the phone and calling providers to ask what plans they had in place. When some of the Internet's biggest websites completed a trial transition to IPv6 on World IPv6 Day last year, those businesses started feeling the urgency. With today's World IPv6 Launch, they know something has to be done.

World IPv6 Launch Day

Regardless of how conservative providers get with IPv4 space, the 4,294,967,296 IPv4 addresses in existence will not last much longer. Soon, users will be accessing an IPv6 Internet, and IPv4-only websites will lose their opportunity to reach those users. That's a "game changer."

"The Cloud"

The other "game changer" many tech businesses are struggling with these days is the move toward "the cloud." There are a two interesting perspectives in this transition: 1) The challenge many businesses face when choosing whether to adopt cloud computing, and 2) The challenges for businesses that find themselves severing as an integral (sometimes unintentional) part of "the cloud." You've probably seen hundreds of blog posts and articles about the first, so I'll share a little insight on the second.

When you hear all of the hype about cloud computing and cloud storage offering a hardware-agnostic Utopia of scalable, reliable power, it's easy to forget that the building blocks of a cloud infrastructure will usually come from vendors that provided a traditional hosting resources. When a computing instance is abstracted from a hardware device, it's opens up huge variations in usage. It's possible to have dozens of public cloud instances using a single server's multi-proc, multi-core resources at a given time. If a vendor prices a piece of software on a "per server" basis, how do they define a "server" when their users are in the cloud? It can be argued that a cloud computing instance with a single core of power is a "server," and on the flip-side, it's easy to define a "server" as the hardware object on which many cloud instances may run. I don't know that there's an easy way to answer that question, but what I do know is that applying "what used to work" to "what's happening now" isn't the right answer.

The hardware and software providers in the cloud space who are able to come up with new approaches unencumbered by the urge to continue "the way we've always done it" are going to be the ones that thrive when technology "game changers" emerge, and the providers who dig their heels in the dirt or try to put a square peg into a round hole will get the short end of the "adapt or die" stick.

We've tried to innovate and take a fresh look at every opportunity that has come our way, and we do our best to build relationships with agile companies that we see following suit.

I guess a better way to position the decision at the beginning of this post would be to add a little tweak: "Innovate, adapt or die." How you approach technology "game changers" will define your business's success.

-@gkdog

May 30, 2012

What Does Automation Look Like?

Innovation. Automation. Innovation. Automation. Innovation. Automation. That's been our heartbeat since SoftLayer was born on May 5, 2005. The "Innovation" piece is usually the most visible component of that heartbeat while "Automation" usually hangs out behind the scenes (enabling the "Innovation"). When we launch a new product line like Object Storage, add new functionality to the SoftLayer API, announce a partnership with a service provider like RightScale, or simply receive and rack the latest and greatest server hardware from our vendors, our automated platform allows us to do it quickly and seamlessly. Because our platform is built to do exactly what it's supposed to without any manual intervention, it's easily overlooked.

But what if we wanted to show what automation actually looks like?

It seems like a silly question to ask. If our automated platform is powered by software built by the SoftLayer development team, there's no easy way to show what that automation looks like ... At least not directly. While the bits and bytes aren't easily visible, the operational results of automation are exceptionally photogenic. Let's take a look at a few examples of what automation enables to get an indirect view of what it actually looks like.

Example: A New Server Order

A customer orders a dedicated server. That customer wants a specific hardware configuration with a specific suite of software in a specific data center, and it needs to be delivered within four hours. What does that usually look like from an operations perspective?

SoftLayer Server Rack

If you want to watch those blinking lights for two or three hours, you'll have effectively watched a new server get provisioned at SoftLayer. When an order comes in, the automated provisioning system will find a server matching the order's hardware requirements in the requested data center facility, and the software will be installed before it is handed over to the the customer.

Example: Server Reboot or Operating System Reload

A customer needs to reboot a server or install a new operating system. Whether they want a soft reboot, a hard reboot with a full power cycle or a blank operating system install, the scene in the data center will look eerily familiar:

SoftLayer Server Rack

Gone are the days of server build technicians wheeling a terminal over to every server that needs work done. From thousands of miles away, a customer can remotely "unplug" his or her server via the rack's power strip, initiate a soft reboot or reinstall an operating system. But what if they want even more accessibility?

Example: What's on the Screen?

When remotely rebooting or power cycling a server isn't enough, a customer might want someone in the data center to wheel over to their server in the rack to look at any of the messages that can only be read with a monitor attached. This would generally happen behind the server, but for the sake of this example, we'll just watch the data center technician pass in front of the servers to get to the back:

SoftLayer Server Rack

Yeah, you probably could have seen that one coming.

Because KVM over IP is included on every server, physical carts carrying "keyboard, video and mouse" are few and far between. By automating customers' access to their server and providing as much virtual access as we possibly can, we're able to "get out of the way" of our technical users and only step in to help when that help is needed.

I could go on and on with examples of cloud computing upgrades and downgrades, provisioning a firewall or adding a load balancers, but I'll practice a little restraint. If you want the full effect, you can scroll up and watch the blinking lights a little while longer.

Automation looks like what you don't see. No humanoid robots or needlessly complex machines (that I know of) ... Just a data center humming along with some beautiful flashing server lights.

-Duke

P.S. If you want to be able to remotely bask in the glow of some blinking server lights, bookmark the larger-sized SoftLayer Rack animated gif ... You could even title the bookmark, "Check on the Servers."

May 25, 2012

Tear Down the (Immigration) Wall ... Or at Least Install a Door

A few years ago, I went through a nightmare trying to get to permanent resident status in the United States. My file sat in a box for over a year, was lost, re-submitted and FINALLY rushed through by Ted Kennedy's office. And I was on a "fast track" due to a long record of published research and employment history. I had the means to pay lawyers and the time to repeat the filing and wait for a decision. If I didn't have the means or the time to wait for the process to complete, I don't know where I'd be, but in all likelihood, it wouldn't be here. It's no surprise that immigration reform is high on my list of priorities, and given SoftLayer's involvement in the USCIS Entrepreneurs in Residence program along with Lance's appointment to a Bloomberg committee focused on immigration reform, it's clear I'm not alone.

The bi-partisan Partnership for a New American Economy recently published a very interesting report — Not Coming to America: Why the US is Falling Behind in the Global Race for Talent — that speaks to a lot of the challenges plaguing the current US immigration policy. Because of those challenges, "the future of America's position as the global magnet for the world's most talented and hardest-working is in jeopardy." Here are a few of the projected economic realities of not reforming immigration laws to keep up with other countries:

SHORTAGE OF WORKERS IN INNOVATION INDUSTRIES: Jobs in science, technology, engineering, and math ("STEM" fields) are increasing three times faster than jobs in the rest of the economy, but American students are not entering these innovative fields in sufficient numbers. As a result, by 2018, we face a projected shortfall of 230,000 qualified advanced-degree STEM workers.

SHORTAGE OF YOUNG WORKERS: The US population is aging, baby boomers are retiring en masse, and the growth in the US labor force has slowed to historic lows of less than 1 percent. We cannot continue to produce the GDP growth the nation has come to expect without dramatic increases in productivity or welcoming more working age immigrants.

A STALLED ECONOMY: The US has faced years of stunted economic growth. History shows that new businesses are the biggest drivers of job creation, yet the most recent US Census data show that the number of business startups has hit a record low.

This concern isn't unique to the United States. With a global focus on innovation and technology, countries around the world are actively competing for the best and the brightest. In Canada, a report a few weeks ago spoke to Canada's need to double in size in the next few decades or risk losing relevance and becoming just another resource-rich colony. The nation's response? It's ready to open its doors to more immigrants.

The same applies to the United States ... It just may take longer.

Go back to how this country was built, and apply that to today. The biggest difference: The "skilled trades" we talk about in the most general sense are no longer carpenters like my grandfather but highly educated programmers, engineers and researchers. The idea isn't to replace the programmers, engineers and researchers in the US, rather it's to meet the existing unmet needs for programmers, engineers and researchers.

In all of SoftLayer's efforts to affect change in the US immigration policy, we have to make clear that our goal is not to drop the walls simply to add more permanent residents. It's about lowering many of the current artificial barriers that might prevent the next Fortune 500 founder from starting his or her business in the United States. If you don't think that's a serious concern, I'd point to a pretty surprising stat in the "Not Coming to America" report: "Today, more than 40 percent of America's Fortune 500 companies were founded by an immigrant or a child of an immigrant."

Immigration drives the economy. It's not a drain on the economy. Every country needs more smart people because smart people create new ideas, new ideas become new businesses, and new businesses create new jobs.

Because this is a politically charged issue, it's one I know many people don't necessarily agree with. Along with immigration, we have to look at how the education system can empower young people like my son to become the programmers, engineers and researchers that the US will need, and we have to be intentional about not simply adding permanent residents for the sake of adding permanent residents. If you have any thoughts one way or the other, I'd encourage you to share them with us here in a blog comment or link us to any of the resources you've found interesting in researching and discussing the topic.

-@gkdog

May 9, 2012

Nexmo: Tech Partner Spotlight

This guest blog comes to us from Nexmo, a featured member of the SoftLayer Technology Partners Marketplace. Nexmo is the wholesale messaging API that lets you send and receive high volumes of SMS at a global level. In this video we talk to Nexmo CEO Tony Jamous about the benefits of Nexmo, how it came to be and the problem it solves for you.

Cutting out the Middleman with Nexmo

These days, optimizing mobile messaging deliverability comes at a price. Businesses must connect to multiple carriers, operate heavy infrastructure, and build their own data analytics. On top of that, many third-party SMS solutions require contracts, price negotiations and significant up-front costs.

Nexmo was created to eliminate the need for a business to connect to carriers or complex third party protocols through simple, powerful RESTful and SMPP APIs. Our scalable infrastructure allows you to send and receive SMS in high volumes to over 5 billion users around the world. This is a market need that hasn't been addressed, and we approached it with a few ideas in mind. If you were going to replicate the functionality of Nexmo on your own, these are the key areas you'd have to look at:

Direct to Carrier Model

With every hop, the quality of a connection has the potential to degrade, and cost inflates. Adding intermediaries in the chain also impact the granularity of collected data, such as delivery reports and reasons of failure. By reducing the number of hops to the final subscriber you'll see:

  • An improved delivery ratio and lower latency
  • Enhanced security
  • Fewer single points of failure
  • Reduced cost, less fat in the chain

With a closer position to the final carrier, a business can access more "Telco" data like phone status, whether it is ported to another network, or if it's roaming abroad. With that information, you can also make better routing decisions and ultimately see higher delivery ratios.

Get Your own SMS-Enabled Phone Numbers

We've seen in the last two years the emergence of "Over the Top" (OTT) messaging apps such as Google Voice and TextPlus. Those apps provide a virtual phone number to each user, and Nexmo behaves similarly by enabling apps to behave like a "super virtual carrier" without the need for heavy Telco infrastructure. North America is the most mature market with OTT players generating significant SMS traffic, and now these models are going abroad. We pinpointed a unique need in the value chain:

  • Source virtual phone numbers from global carriers
  • Build the business models that protect carriers' interests without eliminating the opportunity for innovative apps
  • Provide the elastic and scalable cloud infrastructure for high volume two-way transactions

Nexmo approached those needs with APIs that enabled app developers to search for available phone numbers, provision new numbers and cancel numbers they weren't using any more. It doesn't take days or weeks to launch in a new market ... Apps can launch in a new market in a matter of hours with minimal upfront investment!

Improve and Track Deliverability

Enterprises and developers have shifted the focus in the buying process. They are looking for more transparency and accountability, so tracking and monitoring hundreds, thousands or even millions of messages can be of utmost importance.

For every SMS sent, the Nexmo API provides a detailed report of delivery. We push this data into the cloud in real time, displayed in two ratios:

  • The Success Ratio: The percentage of message received by the phone. This ratio measures how well traffic is performing.
  • The DLR Ratio: The percentage of messages with a delivery receipt. This ratio tracks infrastructure and route performance.

Follow the Life of a Message from the Cloud

Most B2C services and resellers that send millions of SMS for things like alerts, phone verifications and access codes can get swarmed when it comes to user support. We know that's an intimidating prospect for any business looking to add SMS functionality to their app or platform, so we let our customers follow the life of a message from the cloud and gather more information about it. Some of the information we've found most helpful to track:

  • How fast was the message was delivered?
  • Was the phone available for receiving SMS?
  • Did the user enter the correct phone number?

Keeping an eye on these basic kinds of stats reduces the pain of supporting a large user base and enables your support staff to answer questions quickly because they have a good foundation of information.

Receive Outstanding Support

Building a customer centric culture is a sustainable competitive advantage. It is even more meaningful in a commoditized, price-driven industry like wholesale telecom. If you're going to approach the world of SMS messaging and deliverability, the need for outstanding support is even more urgent because, given the nature of SMS messaging, results are expected immediately.

When we started Nexmo, we knew that, and I'm proud to report that we constantly score over 95% in customer satisfaction, and we've noticed a few tricks that have helped us maintain that level of support:

  • Hire the right people: Empathy and service mindset are more important than technical skills
  • Provide self-help tools and open knowledge bases: Customers appreciate finding solutions by themselves
  • Measure help-desk performance and constantly improve: KPI includes first meaningful reply time, resolution time and satisfaction ratio.

We hope these tips can help you build on your existing support or give you a jumping-off point if you're just getting started.

There is so much more I could tell you about our experience in building Nexmo into the platform it is today, but it's a lot easier for you to just see for yourself. If you're interested in learning more about Nexmo, visit http://nexmo.com, sign up, and be ready to go live with us in a matter of minutes ... And to make it even easier, you can use the free credits we provide to give the platform a test drive.

If you've been intimidated by the daunting task of knocking on the doors of telcos and carriers to get easy-to-use and easy-to-track SMS functionality in your app, Nexmo can save you a lot of headaches.

-Tony Jamous, Nexmo

This guest blog series highlights companies in SoftLayer's Technology Partners Marketplace.
These Partners have built their businesses on the SoftLayer Platform, and we're excited for them to tell their stories. New Partners will be added to the Marketplace each month, so stay tuned for many more come.
April 23, 2012

Choosing a Cloud: Which Cloud Chooses You?

It's not easy to choose a cloud hosting provider.

In the first post of this series, we talked about the three key deciding factors every cloud customer has to consider, and we set up a Venn diagram to distinguish the surprisingly broad range of unique priorities customers can have:

Cloud Customer Zones

Because every customer will prioritize a cloud's cost, technology and hosting provider a little differently (for completely valid reasons), we mapped out seven distinct "zones" to differentiate some of the basic market segments, or "personas," of cloud hosting buyers. That post was intended to set the stage for a larger discussion on how customers choose their cloud providers and how cloud providers choose their customers, and we're just scratching the surface. We're tackling a pretty big topic here, so as Bill Cosby famously says, "I told you that story to tell you this one."

As a hosting provider, SoftLayer can't expect to be all things for all people. It's impossible to offer a quad-core hex-proc dedicated server for a price that will appeal to a customer in the market for a $49/mo dedicated server.

To better illustrate SoftLayer's vision in the cloud market, we need to take that generic cost v. technology v. hosting provider diagram and give it the "Three Bars" treatment:

SoftLayer Venn Diagram

We're much more interested in living and breathing the Zone 5 "Technology" space rather than the traditional Zone 2 "Hosting Provider" space. That's why in the past two months, you've seen announcements about our launch of the latest Intel Processors, HPC computing with NVidia GPUs, searchable OpenStack Object Storage, and an innovative "Flex Image" approach to bluring the lines between physical and virtual servers. We choose to pursue the cloud customers who make their buying decisions in Zone 3.

That's a challenging pursuit ... It's expensive to push the envelope in technology, customers primarily interested in technology/performance have demanding needs and expectations, and it's easier to make mistakes when you're breaking new ground. The majority of the hosting industry seems to have an eye on the buyer in Zone 1 because they believe the average hosting customer is only interested in the bottom line ... That hosting is more or less a commodity, so the focus should be on some unverifiable qualitative measure of support or the next big special that'll bring in new orders.

As you may have seen recently, GigaOm posted a lovely article that references several high-profile companies in our 25,000+ customer family. We like to say that SoftLayer builds the platform on which our customers build the future, and that short post speaks volumes about the validity of that statement. Our goal is to provide the most powerful, scalable and seamlessly integrated IT infrastructure for the most innovative companies in the world. Innovate or Die isn't just our company motto ... It's our hope for our customers, as well.

We might miss out on your business if you want a $49/mo dedicated server, but if you're looking to change the world, we've got you covered. :-)

-@khazard

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