Welcome to 2015's Digital Enterprise IT Infrastructure

© 2014 IBM Corporation

Welcome to 2015’s IT Infrastructure

John SingIBM Product Manager, Elastic Storage

© 2014 IBM Corporation2


A long time ago, there were fewer choices…..



http://chiefmartec.com/2014/02/1000-marketing-technology-vendors-new-normal/


Examples everywhere: Growth of exogenous Data is transforming Healthcare

60%

30%

10%

Exogenous data Influence on outcomes

1,100 Terabytes Generated per lifetime

Genomics data

Per lifetime

Clinical data

Per lifetime

6


Ever get this feeling?

7

2008

2015


Past the Tipping Point: > 50% of all Internet access today via mobile

Changed forever how, where we consume dataChanged forever how,

where we consume data


Opportunity coming: new consumer insights through Digitization of Cash

2.5TTransactions

Consumer volume

0.3TTransactions

Government &Business volume

85% cash15% non-cash

10% cash90% non-cash

Cash is the most used retail payment instrument*

Source: http://www.frbsf.org/cash/publications/fed-notes/2014/april/cash-consumer-spending-payment-diary

Source: Master Card Advisors, 2013 report

9


Gartner Symposium / ITxpo, Orlando 2014: https://www.youtube.com/watch?v=6McF8AERbCM

http://www.gartner.com/newsroom/id/2865322http://www.gartner.com/imagesrv/cio/pdf/cio_agenda_insights2015.pdf


Agenda:

Observations on the Digital Customer Journey

Impact on our business and IT infrastructure

Digital Enterprise has created need for global shared data storage infrastructure


The modern digital business model

“The Old Days”

First identified in 2009: “Digital Customer Journey”


Digital Customer Journey:

2. Evaluate2. Evaluate

3. Buy3. Buy

4. Enjoy, Advocate,

Bond

4. Enjoy, Advocate,

Bond

1. Consider1. Consider

Four “battlegrounds”


1. Consider 1. Our customers consider an initial set of brands, based on brand perceptions and exposure to recent touch points


1. The customer considers an initial set of brands, based on brand perceptions and exposure to recent touch points

1. Consider


1. The customer considers an initial set of brands, based on brand perceptions and exposure to recent touch points

1. Consider


1. Consider 1. The customer considers an initial set of brands, based on brand perceptions and exposure to recent touch points


2. Evaluate

Customers / B2B add or subtract brands as they evaluate what they want

2/3 of interactions are “pulled” by customer from “earned social media”2/3 of interactions are “pulled” by customer from “earned social media”

Highly cross-channel journeyHighly cross-channel journey


3. Buy

40% of customers change their minds at this point

Thus these are important:

- In-store / online experience ( physical, virtual )

- Salesperson knowledge / approach- Merchandising, packaging, visual- Comparison shopping- Price check, etc.


4. Enjoy / Advocate / Bond: “Loyalty Loop”

After purchase, customers remain aggressively engaged, publically promoting / assailing, collaborating / crowdsourcing your brand’s development, challenging / shaping your brand’s meaning in marketplace.

Loyalty Loop



B2B version: “Global Lighting”

SpecificationSpecification

http://hbr.org/web/ideas-in-practice/aligning-with-the-consumer-decision-journey

RFP / Price ComparisonRFP / Price Comparison

BuyBuy

Service ExperienceService Experience

InspirationInspiration

SharingSharing

Their particularDigital CustomerJourney:

Multiple online image-rich consistent channels, social mediaMultiple online image-rich consistent channels, social media

Easy to use, dynamic product, energy, physical data, download into customer’s building / energy mgmt software

Easy to use, dynamic product, energy, physical data, download into customer’s building / energy mgmt software

Customer call center real person over phone. Consistent experience with online channels and service.

Customer call center real person over phone. Consistent experience with online channels and service.

Incentives for sharingIncentives for sharing

Call center integrated consistent experienceCall center integrated consistent experience

Customer call center - real person over phone. Consistent experience with online channels and service.

Customer call center - real person over phone. Consistent experience with online channels and service.


If you agree with this model…... how does IT respond?


http://www.mckinsey.com/insights/business_technology/reinventing_it_to_support_digitization

http://www.mckinsey.com/insights/marketing_sales/digitizing_the_consumer_decision_journey

Recent research; more created every day


Reinventing IT for “Digital Customer Journey”

Successful Key Steps#1:

Strategically plan for central data mart, with 360 degree view of all customer contacts with your brand

Across all channels

Across both owned and earned media



#2: Requires top down C-level leadership, top priority, funding

• Owned, funded, coordinated, driven

by CMO and newly hired digital marketing chief

• Staffed for centralized, rich media content creation, dynamic content management

• Integrated, consistent delivery across all channels

• Plan for associated investment in supply chain, call center, distributor support, etc. for new customer touch points



#3: Requires new, different technology and IT talent

Mobile

Social

Digital marketing

Often requires: bi-modal parallel IT organizations

Complete discussion on new, different IT talents required: http://slidesha.re/1mI7W77

Cloud 3.0

Big Data analytics

Cloud


#4: Agile development, rapid releases

Based upon a rapidly re-composable data-sharable IT infrastructure


Complete discussion on sourcing, cloud IT arrangements: http://slidesha.re/1mI7W77



#5: Will require new sourcing and IT arrangements, to rapidly scale up/down, both workforce and capacity

• Cloud

• Universal data-sharing infrastructure

• Facilitating organizational collaboration

• Leveraging millennial generation workforce talent and work style flexibility

Complete discussion on sourcing, cloud IT arrangements: http://slidesha.re/1mI7W77


Data is the new Basis of competitive Value

Healthcare

Banking

Oil & Gas

Retail

30


Automobile transformation

Ford: https://www.youtube.com/watch?v=nFUszkSv5X0


Energy & utilities transformation


Government transformation

Miami-Dade County: https://www.youtube.com/watch?v=toL4Yx9WYPoMiami-Dade Police: https://www.youtube.com/watch?v=1b5RiPWd-Pw


Aerospace / defense transformation


Media and entertainment transformation


“On a Smarter Planet, those with the best analytics win.” -IBM

36

3 phases of the internet

3 generations of computing platforms

Enterp

rise

Secur

ity

Big D

ata

Analy

tics

NEW REQUIREMENTS

Cogni

tive

Syste

ms

1964 2015 Smarter Planet

Internet

Mainframe Client/server PC Mobile devices

Web2.0

Amount of data collected and stored

+ + + + + +

27May2015 HorizonWatch 2015: Summary for Academy of Technology

Cloud/Social


The Data Solution

Continuous data access to a sharedstorage infrastructure

IBM Spectrum

Scale

37


IBM Software Defined Storage – data foundation for Digital EnterpriseIBM Spectrum Storage Family

Traditional Applications New Generation Applications

Storage Management

Policy Automation

Analytics & Optimization

Snapshot & Replication

Management

Integration & API Services

Data Protection

Spectrum VirtualizeSAN Volume Controller

Virtualized SAN BlockVirtualized SAN Block

Spectrum ScaleGPFS/Elastic Storage

Global File & ObjectGlobal File & Object

Spectrum AccelerateBased on XIV Software

Hyperscale BlockHyperscale Block

Data Access

Storage and Data Control

Spectrum ControlVirtual Storage Center

Spectrum ProtectTivoli Storage Manager

Self Service Storage

Spectrum ArchiveLTFS

Active Data RetentionActive Data Retention


IBM Spectrum Scale: Transforming Data Economics

Speed and Scale

High performance for petabytes of data & billions of files and objects under a single global namespace

Simplicity Integrates with open architectures, e.g. OpenStack, POSIX

Security Built-in encryption and data protection

CostEfficiency

Up to 10x cost savings with automatic movement across tiers

Confidence Over 3,000 clients and more than 100,000 systems

IBM Spectrum Scale built on IBM General Parallel File System (GPFS) Technology

39


Unleash New Storage Economics on a Global Scale

Note: Features market in red are planned for the future.

Disk

TapeStorage Rich

Servers

Client workstations Users and applicationsUsers and applications

Compute Farm

Single name space

Flash

NFS

Map Reduce Connector

OpenStack POSIX SMB/CIFS

Cinder SwiftGlanceManila

Multi-cloud Storage Toolkit

IBM Spectrum ScaleAutomated data placement and data migration

Off Premise

40

Site A

Site B

Site C


IBM Spectrum Scale services

PCS / IBM Confidential

Commodity Hardware

Non-disruptive datamigration

FlashAcceleration

Network performance monitoring

File PlacementOptimization

Native Encryption And Secure Erase

Global Active File Management

Advanced Mirroringand Caching Services

Common Management

Cloud Ready

High speed scanning engine

Policy baseddata migration

Unified data access with File and Object Based

Storage

41


3 Deployment Options

Software OnlySoftware licenses: Express, Standard or Advanced Editions

IBM Spectrum Scale SW, GUI, GNR, drives, services

IBM Elastic Storage Server

Managed Service Elastic Storage on CloudSpectrum Scale

42

IBM Spectrum Scale


Dr. Greg LavenderCTO Cloud Architecture and Infrastructure Engineering

100x performance improvement with IBM Platform Computing (Symphony) and Spectrum Scale (GPFS)

Video available on Youtube https://www.youtube.com/watch?v=CfO5zI3I6oc

Start 35:44, quote at 38:10

© 2014 IBM Corporation44 44

SDS: Spectrum Scale (GPFS) Use Cases

Single SDS solution for many application types Single SDS solution for many application types Linear capacity & performance scale outLinear capacity & performance scale out

Hadoop ConnectorHadoop Connector

Big Data & Analytics

CinderCinder SwiftSwift

Cloud

Block ObjectBlock Object

NFS NFS

POSIXPOSIX

“Traditional” WorkloadsHPC, Enterprise

FileFile

EnterpriseEnterpriseDB2DB2

OracleOracle

MQ etc.MQ etc.

Spectrum Scale s/wSpectrum Scale s/w

Standard HWStandard HW

Single Name Space


Shared Spectrum Scale filesystem makes HADOOP easier!

Spectrum ScaleSpectrum Scale

Applicationwrites directto Hadoop

path

Applicationwrites directto Hadoop

path

Direct read & write, one copyDirect read & write, one copy

direct-read

Raw dataRaw data

Data Sources & TraditionalApplications

HDFSHDFSRaw dataRaw data

ext4ext4

ext4ext4

writewrite movemove copycopy

Copies in both HDFS and ext4 Copies in both HDFS and ext4

Spectrum Scale can use Hadoop cluster “internal disks” as a storage pool = part of a filesystem!

45


The Solution: IBM Spectrum Scale™ brings it all together

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Global Name Space

IBM Spectrum Scale™ to centralize SAN-based file systemsReplaces NTFS, EXT4, JFS2 and other POSIX file systems

Used by over 200 of the top 500 supercomputers

No file transfers required between different OS

Can be used with everything from databases to video streaming

For x86, POWER and z System servers

Secure with Data-at-rest encryption

IBM Spectrum Scale™ to centralize HDFS and NAS file storageFull Hadoop interfaces for Map/Reduce analytics processing

No transfer or ingest required as the data is already there

Fully protected with Backup Software

File-level access support for NFS, CIFS, FTP, SCP and HTTPS

Supports Enterprise File Sync-and-Share via OwnCloud or Funambol

IBM Spectrum Scale™ offers Object accessObject-level access based on OpenStack Swift driver and Amazon S3 APIs

IBM Spectrum Scale™supports all mediaSpans flash, disk and tape media



IBM Spectrum Scale

Storage

Thank You

Date post:	07-Aug-2015
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