Cloud Crowd - Mandhir Gidda Razorfish " Building a Public / Private Hybrid Cloud"
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This document presents a case study of Razorfish's SIM mass activation project, highlighting the company’s expertise in user-centered design and strategic partnerships. It outlines the business case, technological solutions leveraging cloud infrastructure, and operational challenges faced during the project. Additionally, it provides insights into costs, ROI, and security measures implemented throughout the project.
Cloud Crowd - Mandhir Gidda Razorfish " Building a Public / Private Hybrid Cloud"
- 1. Sim Mass Activation Case StudyGigaspace CloudCrowd EventMandhir GiddaTechnical Director (UK)
- 2. Page 2© 2009 Razorfish. All rights reserved.Agenda Who are razorfish?
- 5. Costs and ROI
- 6. SecurityPage 3© 2009 Razorfish. All rights reserved.Who are Razorfish?
- 7. RazorfishPage 4© 2009 Razorfish. All rights reserved.160+ staff UK45 000+ colleagues in the groupe2000+ staff worldwide?
- 8. What people say about usRazorfish stands out in designing both transaction-led and image-led consumer-facing websites, based on exceptional user-centered design and strong creativity. Their user personas earn top scores.FORRESTER RESEARCHThe collaborative effort between Ford and Razorfish is a model of a full-service interactive consultancy… the agency is viewed within the Ford organization as a repository of ford.com standards and best practices.GARTNER RESEARCHRazorfish is serious about how users interact with solutions -- no one else comes close.MICROSOFT (Razorfish client)Razorfish has encouraged us to push the boundaries. Their strategic thinking always makes me think that no matter what the problem, we can find a solution.VISA (Razorfish client)Page 5© 2009 Razorfish. All rights reserved.
- 9. Page 6© 2009 Razorfish. All rights reserved.Business Case
- 10. Sim Mass Distribution PropositionZEPPELLIN Project: Inception Nov‘08 – Launch March 13th ‘09Self service postpay sim-only activation :- Economic climate
- 11. Retail time to service
- 13. Accurate consumer targeting
- 14. Measurements of campaign effectiveness
- 15. Extremely attractive ‘options’Page 7© 2009 Razorfish. All rights reserved.
- 16. Business Context Legacy Engineering Environment
- 17. Extended Procurement Cycle
- 18. Locked into hardware vendor costs (Sun, Oracle, BEA)
- 19. Changing nature of projects results in – Lack of/Contention for internal dev int, func test, perf, scratch env. Support is 9-5.
- 20. TTM/TTL extended
- 21. Extremely large operational landscape
- 22. Lack of response to competitive pressuresPage 8© 2009 Razorfish. All rights reserved.
- 23. Page 9© 2009 Razorfish. All rights reserved.Solution Outline
- 24. Re-use of iPhone activation platform Razorfish have view of Roadmap and propose :-
- 25. Re-use of the iPhone activation platform SOA
- 26. Development of a consuming web-tier checkout flow (re-use of shop flow)
- 27. Use of the Amazon EC2/Cloud to circumvent internal technology landscape
- 28. Hybrid CloudPage 10© 2009 Razorfish. All rights reserved.
- 29. ConfigurationGigaSpaces 6.6.3GigaSpaces Cloud tools V 2.3.5Web application deployed in GigaSpaces service Grid enabling scaling on demandGigaSpaces used for http session clustering (3 replicated space)Designed to cater for approx. 3000 activations /hourEach activation utilises approx 10 http screensDeployment uses 2 HTTP Apache servers, 2 GigaSpaces Service Managers and 3 GigaSpace ContainersPage 11© 2009 Razorfish. All rights reserved.
- 30. Seperation of UI Processes from Business Proceses (ALICE)
- 31. Web Service calls use two-way SSL authentication & IP restriction
- 32. Dynamic Provisioning Agent (DPA) - SLA driven scaling/Self healing
- 33. Ganglia HPC Monitoring
- 34. Solution build using GS-CCF: httpd, DPA, Session Clustering
- 35. Easily switch from functional test and Production through Elastic IP’sWe were finished by end Jan‘09 but Telco took until March to get IP’s opened up.This delayed launch but also missed ad spend opt out datesHybrid CloudRetain that which changes slowly, Cloud that which changes frequently(Content, Scaling)
- 36. Page 14© 2009 Razorfish. All rights reserved.Costs and ROI
- 37. Comparitive Platform CostsInitial Cost, Large instancesGigaspaces $0.20 - $0.802 Apache, 2 GSM, 3 GSC, 1 UI = 8. Mix types = $5/hr$43K per anum(No Func/Perf env’s)Page 15© 2009 Razorfish. All rights reserved.
- 38. Comparitive Platform CostsStandard Platform, Upfront Cost, 2x Dev Integration (T2000) = 7KFunctional Test = 2 Apache, 2 AppServer (T5220 x 34K) = 70KPerf Test = 2 Apache, 2 AppServer (T5220 x 34K) = 70KProduction = 2 Apache, 2 GSM, 3 GSC, 1 UI = 180K Total = Approx 320K (no burst scaling) (Ops team cost 200K/month)Page 16© 2009 Razorfish. All rights reserved.
- 39. SecurityMultiple EC2 security groups used to lock down the portsOnly port 80 and 443 open on Apache machines to allA special security group to allow in group communicationSpecial security groups for port 22 and GigaSpaces administration console access(admin). All restricted by IP address or range. Everything password protectedPage 17© 2009 Razorfish. All rights reserved.