|By Jason Bloomberg||
|October 21, 2013 12:30 PM EDT||
Compared to the insanity of today’s political environment, the world of Cloud Computing seems downright placid. The calmness on the surface, however, often hides turbulence underneath.
Take the hullabaloo surrounding comments that Greg DeMichillie, Director of Product Management, Cloud Platform at Google made on a recent GigaOM podcast – or more precisely, comments that he didn’t make. GigaOM’s Derrick Harris asked DeMichillie whether Google Cloud Platform might go the way of, say Google Reader, an example of a product Google killed in spite of its market traction because Google felt that Reader didn’t fit into its strategy. DeMichillie replied that essentially developers didn’t have anything to worry about, because Google Cloud Platform externalizes what Google uses internally. “There’s no scenario in which Google suddenly decides, ‘Gee, I don’t think we need to think about storage anymore or computing anymore’,” DeMichillie said.
However, what he didn’t say was that Google was committed to the Google Cloud Platform long term. This omission caused various analysts and pundits to pounce, leading to Google’s PR company walking back DeMichillie’s comments – that is, if it’s even possible to walk back something an executive didn’t actually say. Enterprises want futureproofed technology, say the pundits. Enterprises are in IT for the long haul, after all. There’s no way they’d go for a Cloud the service provider wasn’t fully committed to!
Ever the contrarian, ZapThink doesn’t agree with these pundits. Google’s reluctance to commit to the Cloud Platform long term isn’t an indication that Google doesn’t understand the enterprise Cloud buyer, or that Google isn’t committed to serving their enterprise customers long term. Rather, it’s more of a cultural difference between Google and typical enterprises. Fair enough – but won’t a cultural disconnect be a problem for Google as they ramp up their enterprise Cloud offering? The answer is no, but understanding why requires understanding the broader context of enterprise Cloud Computing.
Google’s Cultural Context
In an earlier ZapFlash, I explained how Google’s and Amazon’s lack of cultural baggage positioned both companies to compete well against the telcos. The story in today’s ZapFlash, however, is more about the culture that Google champions, rather than the cultural baggage it lacks. Over the years, Google has revealed its culture in many ways:
Google’s willingness to try anything. Not only are Googlers expected to spend a sizable chunk of their time on pet projects, but they love to run many of those pet projects up the flagpole to see which customers will salute. Some ideas take off, others founder, and many find themselves in a seemingly never-ending beta state. True, there are products like Google Reader or iGoogle that gain traction, only to be pulled from the market. But many more ideas take off and remain lucrative, adding to Google’s already impressive bottom line.
Google’s Silicon Valley, millennial-centric culture. The idea of two forty-somethings interning at Google is so ludicrous, Twentieth Century Fox actually produced a feature comedy based entirely on this premise. Need I say more?
Don’t be evil. More than an informal motto, don’t be evil is one of Google’s core values. While this principle calls for integrity and honesty, those characteristics don’t differentiate Google from millions of other organizations who also champion such traits. What makes this motto special at Google is how people within the organization actually act upon it as Google has grown into the global powerhouse it is today. By all accounts, this motto encourages Googlers to make decisions based upon what’s best for the customer, where “the customer” refers to an idealized notion, rather than necessarily referring to specific paying customers. For example, Google fastidiously tweaks their search algorithm to frustrate the efforts of search engine optimizers, whose goal in life is to game the system. Such optimization is better for search users in general, as well as for the Internet overall. In this context, all users of the Internet are Google “customers.”
The culture of scale. The reason Google is a Cloud player in the first place is because they figured out how to scale their infrastructure. But there’s more to Google’s culture of scale than the infrastructure story itself. Everything they bring to market must leverage this scale, which means that everything they work on must have massive scale as a core enabler. This trait gives new meaning to the maxim think big.
Roll up these cultural characteristics and DeMichillie’s perspective begins to make sense. True, the Google Compute Engine and Google App Engine began as experiments that leveraged Google’s massive scale. Now that enterprises are taking advantage of these tools, Google clearly won’t leave such customers out in the cold, since doing so would “be evil.” But will these products remain essentially unchanged five or ten years out? Nobody knows. From Google’s perspective, DeMichillie’s comments were right on target. Enterprise developers shouldn’t have anything to worry about, right?
The Bigger Picture
There’s more to this story, of course – and the larger story is a drum that ZapThink has been beating for a while now. At its core, Cloud Computing is a phenomenon of the Internet and the broader world of Web scale. It’s no mistake that companies like Amazon and Salesforce have defined the Cloud marketplace, as both vendors were born of the Web and live and breathe horizontal scalability, basic availability, eventual consistency, and decentralized, hypermedia-oriented architectures. Such Web scale environments are inherently dynamic.
Legacy enterprise IT environments, in contrast, focus on vertical scalability, high availability transactionality that requires immediate consistency, and centralized, middleware-centric architectures. And while such legacy environments have managed for the most part to meet the needs of global enterprises, they are inherently static, inflexible and expensive to maintain.
Cloud Computing is bringing the world of Web scale to enterprise legacy environments one way or another. Nobody wants the Cloud to be more like enterprise legacy. On the contrary: everyone wants enterprise legacy to be more like the Cloud.
Google understands this bigger picture with every fiber of its being. The world of Web scale is Google’s culture and its foundation, both its technical foundation and its raison d’être as a business. But more importantly, the world of Web scale is at the core of the value proposition it brings to customers – including its inherently dynamic nature. It doesn’t make sense to Google to bring a “futureproofable” offering to the enterprise. Instead, they are living their “don’t be evil” mantra by expecting and even encouraging enterprise customers to move to the world of Web scale, even though it’s inherently dynamic.
The ZapThink Take
Analysts love chopping up broader markets like Cloud Computing into ever-smaller market chunks like IaaS, PaaS, and SaaS. In fact, the whole Cloud Computing market itself is a somewhat arbitrary construct. Analysts take this divide and conquer approach, of course, so they can write about individual markets.
When markets have matured, such slicing and dicing often makes sense. But as I’ve discussed before, because Cloud Computing is an emerging market (or set of markets), it doesn’t fit well into the spreadsheet-driven market models the analysts use. Nevertheless, most vendors try to shoehorn themselves into the various analyst buckets even in emerging markets, if for no other reason than to encourage analyst coverage.
Google, however, doesn’t like playing this game. In fact, when DeMichillie discussed Google Compute Engine and Google App Engine, he didn’t use terms like IaaS and PaaS. Instead, he discussed application hosting, storage, and development platform as the core elements of Google’s Cloud Platform – a categorization that makes sense to Google, but doesn’t necessarily line up with analyst market models.
This phrasing on his part had a deeper meaning. Google isn’t committed to IaaS, PaaS, and SaaS – or even the Cloud itself – as market categories. Instead, Google is committed to running many things up the flagpole to see what meets customer needs in a scalable, non-evil manner. If the market categories end up different in ten years, then so be it. What matters is that Google’s innovation is customer-focused – yes, even on enterprise customers.
So, should we expect futureproofed offerings from Google? Absolutely not. But more importantly, we don’t want futureproofed offerings from Google. We want innovative offerings with a laser focus on delivering customer value at scale. Can Google learn to tell this story better to enterprise buyers? Absolutely. But don’t let their culture-driven approach to market messaging interfere with your understanding of Google’s core value proposition.
Today air travel is a minefield of delays, hassles and customer disappointment. Airlines struggle to revitalize the experience. GE and M2Mi will demonstrate practical examples of how IoT solutions are helping airlines bring back personalization, reduce trip time and improve reliability. In their session at @ThingsExpo, Shyam Varan Nath, Principal Architect with GE, and Dr. Sarah Cooper, M2Mi's VP Business Development and Engineering, will explore the IoT cloud-based platform technologies driving this change including privacy controls, data transparency and integration of real time context w...
Oct. 9, 2015 09:45 AM EDT
Too often with compelling new technologies market participants become overly enamored with that attractiveness of the technology and neglect underlying business drivers. This tendency, what some call the “newest shiny object syndrome,” is understandable given that virtually all of us are heavily engaged in technology. But it is also mistaken. Without concrete business cases driving its deployment, IoT, like many other technologies before it, will fade into obscurity.
Oct. 9, 2015 09:45 AM EDT Reads: 107
SYS-CON Events announced today that Sandy Carter, IBM General Manager Cloud Ecosystem and Developers, and a Social Business Evangelist, will keynote at the 17th International Cloud Expo®, which will take place on November 3–5, 2015, at the Santa Clara Convention Center in Santa Clara, CA.
Oct. 9, 2015 09:35 AM EDT
The IoT market is on track to hit $7.1 trillion in 2020. The reality is that only a handful of companies are ready for this massive demand. There are a lot of barriers, paint points, traps, and hidden roadblocks. How can we deal with these issues and challenges? The paradigm has changed. Old-style ad-hoc trial-and-error ways will certainly lead you to the dead end. What is mandatory is an overarching and adaptive approach to effectively handle the rapid changes and exponential growth.
Oct. 9, 2015 09:00 AM EDT Reads: 124
Developing software for the Internet of Things (IoT) comes with its own set of challenges. Security, privacy, and unified standards are a few key issues. In addition, each IoT product is comprised of at least three separate application components: the software embedded in the device, the backend big-data service, and the mobile application for the end user's controls. Each component is developed by a different team, using different technologies and practices, and deployed to a different stack/target - this makes the integration of these separate pipelines and the coordination of software upd...
Oct. 9, 2015 09:00 AM EDT Reads: 294
Mobile messaging has been a popular communication channel for more than 20 years. Finnish engineer Matti Makkonen invented the idea for SMS (Short Message Service) in 1984, making his vision a reality on December 3, 1992 by sending the first message ("Happy Christmas") from a PC to a cell phone. Since then, the technology has evolved immensely, from both a technology standpoint, and in our everyday uses for it. Originally used for person-to-person (P2P) communication, i.e., Sally sends a text message to Betty – mobile messaging now offers tremendous value to businesses for customer and empl...
Oct. 9, 2015 08:30 AM EDT Reads: 280
The buzz continues for cloud, data analytics and the Internet of Things (IoT) and their collective impact across all industries. But a new conversation is emerging - how do companies use industry disruption and technology enablers to lead in markets undergoing change, uncertainty and ambiguity? Organizations of all sizes need to evolve and transform, often under massive pressure, as industry lines blur and merge and traditional business models are assaulted and turned upside down. In this new data-driven world, marketplaces reign supreme while interoperability, APIs and applications deliver un...
Oct. 9, 2015 08:00 AM EDT Reads: 289
"Matrix is an ambitious open standard and implementation that's set up to break down the fragmentation problems that exist in IP messaging and VoIP communication," explained John Woolf, Technical Evangelist at Matrix, in this SYS-CON.tv interview at @ThingsExpo, held Nov 4–6, 2014, at the Santa Clara Convention Center in Santa Clara, CA.
Oct. 9, 2015 07:00 AM EDT Reads: 5,881
WebRTC converts the entire network into a ubiquitous communications cloud thereby connecting anytime, anywhere through any point. In his session at WebRTC Summit,, Mark Castleman, EIR at Bell Labs and Head of Future X Labs, will discuss how the transformational nature of communications is achieved through the democratizing force of WebRTC. WebRTC is doing for voice what HTML did for web content.
Oct. 9, 2015 06:00 AM EDT Reads: 1,414
The IoT is upon us, but today’s databases, built on 30-year-old math, require multiple platforms to create a single solution. Data demands of the IoT require Big Data systems that can handle ingest, transactions and analytics concurrently adapting to varied situations as they occur, with speed at scale. In his session at @ThingsExpo, Chad Jones, chief strategy officer at Deep Information Sciences, will look differently at IoT data so enterprises can fully leverage their IoT potential. He’ll share tips on how to speed up business initiatives, harness Big Data and remain one step ahead by apply...
Oct. 9, 2015 05:15 AM EDT Reads: 522
The broad selection of hardware, the rapid evolution of operating systems and the time-to-market for mobile apps has been so rapid that new challenges for developers and engineers arise every day. Security, testing, hosting, and other metrics have to be considered through the process. In his session at Big Data Expo, Walter Maguire, Chief Field Technologist, HP Big Data Group, at Hewlett-Packard, will discuss the challenges faced by developers and a composite Big Data applications builder, focusing on how to help solve the problems that developers are continuously battling.
Oct. 9, 2015 04:00 AM EDT Reads: 504
Nowadays, a large number of sensors and devices are connected to the network. Leading-edge IoT technologies integrate various types of sensor data to create a new value for several business decision scenarios. The transparent cloud is a model of a new IoT emergence service platform. Many service providers store and access various types of sensor data in order to create and find out new business values by integrating such data.
Oct. 9, 2015 04:00 AM EDT Reads: 573
WebRTC services have already permeated corporate communications in the form of videoconferencing solutions. However, WebRTC has the potential of going beyond and catalyzing a new class of services providing more than calls with capabilities such as mass-scale real-time media broadcasting, enriched and augmented video, person-to-machine and machine-to-machine communications. In his session at @ThingsExpo, Luis Lopez, CEO of Kurento, will introduce the technologies required for implementing these ideas and some early experiments performed in the Kurento open source software community in areas ...
Oct. 9, 2015 03:00 AM EDT Reads: 731
There are so many tools and techniques for data analytics that even for a data scientist the choices, possible systems, and even the types of data can be daunting. In his session at @ThingsExpo, Chris Harrold, Global CTO for Big Data Solutions for EMC Corporation, will show how to perform a simple, but meaningful analysis of social sentiment data using freely available tools that take only minutes to download and install. Participants will get the download information, scripts, and complete end-to-end walkthrough of the analysis from start to finish. Participants will also be given the pract...
Oct. 9, 2015 03:00 AM EDT Reads: 297
Today’s connected world is moving from devices towards things, what this means is that by using increasingly low cost sensors embedded in devices we can create many new use cases. These span across use cases in cities, vehicles, home, offices, factories, retail environments, worksites, health, logistics, and health. These use cases rely on ubiquitous connectivity and generate massive amounts of data at scale. These technologies enable new business opportunities, ways to optimize and automate, along with new ways to engage with users.
Oct. 9, 2015 02:00 AM EDT Reads: 172
The Internet of Things (IoT) is growing rapidly by extending current technologies, products and networks. By 2020, Cisco estimates there will be 50 billion connected devices. Gartner has forecast revenues of over $300 billion, just to IoT suppliers. Now is the time to figure out how you’ll make money – not just create innovative products. With hundreds of new products and companies jumping into the IoT fray every month, there’s no shortage of innovation. Despite this, McKinsey/VisionMobile data shows "less than 10 percent of IoT developers are making enough to support a reasonably sized team....
Oct. 9, 2015 02:00 AM EDT Reads: 213
Internet of Things (IoT) will be a hybrid ecosystem of diverse devices and sensors collaborating with operational and enterprise systems to create the next big application. In their session at @ThingsExpo, Bramh Gupta, founder and CEO of robomq.io, and Fred Yatzeck, principal architect leading product development at robomq.io, discussed how choosing the right middleware and integration strategy from the get-go will enable IoT solution developers to adapt and grow with the industry, while at the same time reduce Time to Market (TTM) by using plug and play capabilities offered by a robust IoT ...
Oct. 9, 2015 02:00 AM EDT Reads: 2,222
“In the past year we've seen a lot of stabilization of WebRTC. You can now use it in production with a far greater degree of certainty. A lot of the real developments in the past year have been in things like the data channel, which will enable a whole new type of application," explained Peter Dunkley, Technical Director at Acision, in this SYS-CON.tv interview at @ThingsExpo, held Nov 4–6, 2014, at the Santa Clara Convention Center in Santa Clara, CA.
Oct. 9, 2015 01:45 AM EDT Reads: 7,028
Through WebRTC, audio and video communications are being embedded more easily than ever into applications, helping carriers, enterprises and independent software vendors deliver greater functionality to their end users. With today’s business world increasingly focused on outcomes, users’ growing calls for ease of use, and businesses craving smarter, tighter integration, what’s the next step in delivering a richer, more immersive experience? That richer, more fully integrated experience comes about through a Communications Platform as a Service which allows for messaging, screen sharing, video...
Oct. 9, 2015 12:00 AM EDT Reads: 1,138
SYS-CON Events announced today that Dyn, the worldwide leader in Internet Performance, will exhibit at SYS-CON's 17th International Cloud Expo®, which will take place on November 3-5, 2015, at the Santa Clara Convention Center in Santa Clara, CA. Dyn is a cloud-based Internet Performance company. Dyn helps companies monitor, control, and optimize online infrastructure for an exceptional end-user experience. Through a world-class network and unrivaled, objective intelligence into Internet conditions, Dyn ensures traffic gets delivered faster, safer, and more reliably than ever.
Oct. 8, 2015 10:00 PM EDT Reads: 601