Welcome!

Related Topics: @CloudExpo, Containers Expo Blog, Agile Computing

@CloudExpo: Article

My Top Five Cloud Predictions for 2011: Ellen Rubin

Looking forward, the Founder & VP Products at CloudSwitch shares her thoughts

"When you’re building a new company within a new industry and evolving market," says Ellen Rubin (pictured), the Founder & VP Products at CloudSwitch, "it’s never dull."

"Many things you envision and dream about turn out to be false starts or take a while to appear," she continues, "while others match your original plans on a white board exactly as you sketched them. The thrill is to watch the market unfold in sometimes unforeseen ways and enjoy being part of the early ride."

So as we head into 2011, how does the cloud look from where she sits at CloudSwitch, Cloud Computing Journal asked Rubin. Here are her thoughts.

1. Movement of applications between cloud environments will emerge as a critical requirement: Hybrid cloud, accepted as a new paradigm for enterprise cloud computing in 2010, requires the integration of data centers, private clouds and public clouds. To make this work, enterprises are just starting to realize the importance of VM mobility to be able to run workloads in the environment that best meets their specific needs (at a particular point in time, or on an ongoing basis). This is frequently cross-hypervisor (especially VMware to Xen), and always cross technology platforms.

2. Networking bandwidth will become the new bottleneck: We’ve been tracking network optimization as a key issue this past year, and in 2011, this will begin to edge out security as the key area that enterprises consider as they evaluate the risks of running larger and more production-oriented workloads in the cloud. There will also be many new requirements for network configurability and scaling within the cloud to match customers’ internal network topologies. See my blog post for more on this topic.

3. Security will remain a key concern, but no longer a show-stopper: We still discuss security requirements as part of every customer engagement, and the bar remains extremely high. However, since we’ve been able to address these requirements for some of the most security- conscious companies in the world, we’ve learned that there is a willingness to put specific types of workloads outside the firewall. The ability to span internal and external clouds also has alleviated some of the concerns, since sensitive or compliant data can stay inside while the “spiky” tiers of the application move out.



4. True “bang for the buck” analyses of the cloud will be conducted: Many of the TCO (total cost of ownership) analyses done in 2010 were back-of-the-envelope calculations. Many were done to justify either the initiation or prevention of cloud evaluations. Many lacked thorough assessments of current, internal costs (hint: it’s not just the cost of buying a new server). We’re starting to see customers want to analyze a range of cloud options based on $ spent per unit of compute performance. This is a much more meaningful way to assess cloud and helps determine which offerings should be used for which workloads, and when.

5. More clouds, more fun: Like those Six Flags commercials, I keep thinking about how much more exciting it will be with more viable cloud options out there. We’re working with several new offerings that will be coming online in 2011, providing more choice, flexibility, geographic locations and architectures. More competition is good for the industry, pushing providers to innovate and continue to drive cloud costs down. Of course, this will also lead to still more heterogeneity in the cloud provider market and the need to orchestrate across multiple

"The outlook for 2011 will certainly include many bumps and surprises along the way as enterprises make cloud a more serious part of their business," notes Rubin in conclusion."

"But that’s a sign of the market maturing, moving beyond the past few years of hype into a more rational, pragmatic phase," she says.

By the end of 2011, accolrding to Rubin, we can expect to see many large, well-known enterprises sharing their best practices and case studies of cloud deployments and presenting cloud providers and enablement vendors with lists of must-have features.

"We wouldn’t have it any other way," adds Rubin.

More Stories By Jeremy Geelan

Jeremy Geelan is Chairman & CEO of the 21st Century Internet Group, Inc. and an Executive Academy Member of the International Academy of Digital Arts & Sciences. Formerly he was President & COO at Cloud Expo, Inc. and Conference Chair of the worldwide Cloud Expo series. He appears regularly at conferences and trade shows, speaking to technology audiences across six continents. You can follow him on twitter: @jg21.

Comments (0)

Share your thoughts on this story.

Add your comment
You must be signed in to add a comment. Sign-in | Register

In accordance with our Comment Policy, we encourage comments that are on topic, relevant and to-the-point. We will remove comments that include profanity, personal attacks, racial slurs, threats of violence, or other inappropriate material that violates our Terms and Conditions, and will block users who make repeated violations. We ask all readers to expect diversity of opinion and to treat one another with dignity and respect.


Latest Stories
Agile has finally jumped the technology shark, expanding outside the software world. Enterprises are now increasingly adopting Agile practices across their organizations in order to successfully navigate the disruptive waters that threaten to drown them. In our quest for establishing change as a core competency in our organizations, this business-centric notion of Agile is an essential component of Agile Digital Transformation. In the years since the publication of the Agile Manifesto, the conn...
While some developers care passionately about how data centers and clouds are architected, for most, it is only the end result that matters. To the majority of companies, technology exists to solve a business problem, and only delivers value when it is solving that problem. 2017 brings the mainstream adoption of containers for production workloads. In his session at 21st Cloud Expo, Ben McCormack, VP of Operations at Evernote, discussed how data centers of the future will be managed, how the p...
"Cloud Academy is an enterprise training platform for the cloud, specifically public clouds. We offer guided learning experiences on AWS, Azure, Google Cloud and all the surrounding methodologies and technologies that you need to know and your teams need to know in order to leverage the full benefits of the cloud," explained Alex Brower, VP of Marketing at Cloud Academy, in this SYS-CON.tv interview at 21st Cloud Expo, held Oct 31 – Nov 2, 2017, at the Santa Clara Convention Center in Santa Clar...
"MobiDev is a software development company and we do complex, custom software development for everybody from entrepreneurs to large enterprises," explained Alan Winters, U.S. Head of Business Development at MobiDev, in this SYS-CON.tv interview at 21st Cloud Expo, held Oct 31 – Nov 2, 2017, at the Santa Clara Convention Center in Santa Clara, CA.
SYS-CON Events announced today that CrowdReviews.com has been named “Media Sponsor” of SYS-CON's 22nd International Cloud Expo, which will take place on June 5–7, 2018, at the Javits Center in New York City, NY. CrowdReviews.com is a transparent online platform for determining which products and services are the best based on the opinion of the crowd. The crowd consists of Internet users that have experienced products and services first-hand and have an interest in letting other potential buye...
In his session at 21st Cloud Expo, James Henry, Co-CEO/CTO of Calgary Scientific Inc., introduced you to the challenges, solutions and benefits of training AI systems to solve visual problems with an emphasis on improving AIs with continuous training in the field. He explored applications in several industries and discussed technologies that allow the deployment of advanced visualization solutions to the cloud.
"There's plenty of bandwidth out there but it's never in the right place. So what Cedexis does is uses data to work out the best pathways to get data from the origin to the person who wants to get it," explained Simon Jones, Evangelist and Head of Marketing at Cedexis, in this SYS-CON.tv interview at 21st Cloud Expo, held Oct 31 – Nov 2, 2017, at the Santa Clara Convention Center in Santa Clara, CA.
"Space Monkey by Vivent Smart Home is a product that is a distributed cloud-based edge storage network. Vivent Smart Home, our parent company, is a smart home provider that places a lot of hard drives across homes in North America," explained JT Olds, Director of Engineering, and Brandon Crowfeather, Product Manager, at Vivint Smart Home, in this SYS-CON.tv interview at @ThingsExpo, held Oct 31 – Nov 2, 2017, at the Santa Clara Convention Center in Santa Clara, CA.
"Codigm is based on the cloud and we are here to explore marketing opportunities in America. Our mission is to make an ecosystem of the SW environment that anyone can understand, learn, teach, and develop the SW on the cloud," explained Sung Tae Ryu, CEO of Codigm, in this SYS-CON.tv interview at 21st Cloud Expo, held Oct 31 – Nov 2, 2017, at the Santa Clara Convention Center in Santa Clara, CA.
"We're developing a software that is based on the cloud environment and we are providing those services to corporations and the general public," explained Seungmin Kim, CEO/CTO of SM Systems Inc., in this SYS-CON.tv interview at 21st Cloud Expo, held Oct 31 – Nov 2, 2017, at the Santa Clara Convention Center in Santa Clara, CA.
"We're focused on how to get some of the attributes that you would expect from an Amazon, Azure, Google, and doing that on-prem. We believe today that you can actually get those types of things done with certain architectures available in the market today," explained Steve Conner, VP of Sales at Cloudistics, in this SYS-CON.tv interview at 21st Cloud Expo, held Oct 31 – Nov 2, 2017, at the Santa Clara Convention Center in Santa Clara, CA.
The question before companies today is not whether to become intelligent, it’s a question of how and how fast. The key is to adopt and deploy an intelligent application strategy while simultaneously preparing to scale that intelligence. In her session at 21st Cloud Expo, Sangeeta Chakraborty, Chief Customer Officer at Ayasdi, provided a tactical framework to become a truly intelligent enterprise, including how to identify the right applications for AI, how to build a Center of Excellence to oper...
"IBM is really all in on blockchain. We take a look at sort of the history of blockchain ledger technologies. It started out with bitcoin, Ethereum, and IBM evaluated these particular blockchain technologies and found they were anonymous and permissionless and that many companies were looking for permissioned blockchain," stated René Bostic, Technical VP of the IBM Cloud Unit in North America, in this SYS-CON.tv interview at 21st Cloud Expo, held Oct 31 – Nov 2, 2017, at the Santa Clara Conventi...
WebRTC is great technology to build your own communication tools. It will be even more exciting experience it with advanced devices, such as a 360 Camera, 360 microphone, and a depth sensor camera. In his session at @ThingsExpo, Masashi Ganeko, a manager at INFOCOM Corporation, introduced two experimental projects from his team and what they learned from them. "Shotoku Tamago" uses the robot audition software HARK to track speakers in 360 video of a remote party. "Virtual Teleport" uses a multip...
SYS-CON Events announced today that Telecom Reseller has been named “Media Sponsor” of SYS-CON's 22nd International Cloud Expo, which will take place on June 5-7, 2018, at the Javits Center in New York, NY. Telecom Reseller reports on Unified Communications, UCaaS, BPaaS for enterprise and SMBs. They report extensively on both customer premises based solutions such as IP-PBX as well as cloud based and hosted platforms.