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versus OpenStack
Competitive Discussion Guide- June 2013
Introduction
$1.2
billion
BMC, HP, CA
This discussion guide provides guidance for Microsoft field sales representatives to
discuss customer concerns about server and cloud environment management and how
solutions from Microsoft can help address those concerns. This document provides
information and facts to help field sales for competing effectively against Openstack
Data Center and Cloud Management solutions. Use this guide to:
Initiate sales conversations with technical decision makers (TDMs) and business
decision makers (BDMs) to identify sales opportunities.
Understand key messages and strategies for positioning Microsoft Hyper-V and
Microsoft System Center.
Sell Microsoft System Center against Openstack Cloud Management Solutions.
$1.0
billion
Asset Management
$406
million
Of the nine ITOM market segments we track at Microsoft, the Big Four vendors (BMC
Software, CA Technologies, HP and IBM) represent the top three market share positions
in 24 out of 27 positions.
The Big Four vendors are more alike than different and investing in similar areas, such
as their integration architectures, cloud computing and in enabling real-time
infrastructure, as well as alternative delivery models such as software as a service
(SaaS). They are also investing in business management functionality, such as in IT
financial management and decision support.
2009
Segment
Top 3 Vendors
Configuration
Management
$2.7
billion
MSFT, IBM,
SYMC
$2.5
billion
IBM, HP, CA
DBMS Management
$1.7
billion
BMC, IBM,
Oracle
Application Management
$1.6
billion
CA, IBM, HP
Network Management
$1.5
billion
IBM, CA, HP
Availability and
Performance (Mainframe)
$1.2
billion
ITOM Segment
Reality
OpenStack is probably not something that the average business
would consider deploying themselves yet.
- OpenStack Web Site
Microsoft Server
Open Source framework for assembling an Amazonlike IaaS cloud from component technologies.
Founded in 2010 by Rackspace and NASA.
Collection of Different but Related Projects:
o
o
o
o
o
o
o
o
Nova Compute
Horizon Web-based Dashboard
Keystone Identity and User Management
Swift Object Storage
Glance Image Management Service
Cinder Block Storage
Quantum Virtual Networking
Ceilometer Monitoring and metering (new
in Grizzly)
Myths
However, due to the current hype, there are also many
myths about OpenStack. The most dangerous myths
include the following:
Myth: Open source means an open standard,
and an open standard will dominate the
market. While a community process does mean that,
in theory, anyone can contribute to the development
of a standard, it does not mean that standard will be
free of commercial interests, or that it will gain
widespread adoption or be broadly supported. Do not
prematurely commit to an open-source cloud
management platforms (CMPs) "standard." Doing so
locks you into a particular vendor or ecosystem, with
no advantage to you, and, given the extremely
immature state of the CMP market, it can hinder your
future technology choices in severely disadvantageous
ways.
Myth: Open source will deliver faster innovation
and better capabilities than commercial
solutions. While Linux is often cited as an example of
how an open-source project displaced commercial
solutions, the commercial Unix variants that Linux
displaced were part of a mature, decades-old market.
In most technology markets, open-source solutions
have been successful but not dominant; in particular,
they are often successful at the low end of a market,
but not in the enterprise. A full-featured CMP is a
highly complex piece of software, and open-source
CMPs provides a minimalistic set of features compared
with commercial closed-source CMPs.
Myth: Open source means freedom from vendor
influence. While many open-source CMPs have their
roots in research projects, most have been
commercialized. Even if the open-source project itself
is in a foundation, open source is almost always a
business strategy for the vendors involved in a project.
Technology Providers
OpenStack broadly targeted at the general market,
with an initial feature set that emphasizes the needs of
service providers and others building large-scale
clouds. It uses a loosely coupled architecture of
components written in Python. It is hypervisorneutral, though KVM support is primary, Xen support
is good, and VMware and Hyper-V support is marginal.
AWS compatibility is controversial in
the OpenStack community, but it is likely to be
maintained, although this may be achieved through
connectors rather than natively
within OpenStack itself. It is in the early stages of
development, with a large community of supporting
vendors, and a foundation is being created for the
project; its key commercial sponsors include
Rackspace and HP, which are building cloud IaaS
offerings based on OpenStack, as well as Canonical,
Red Hat, Cloudscaling, Nebula and Piston Cloud
Computing, which are among the many vendors
offering commercial distributions. A free distribution
(including source code) is available under an Apache
license.
Core Projects
The initial and most important components are the
compute service, Nova (similar to Amazon EC2) and
the object-based storage service, Swift (similar to
Amazon S3). Complementary, loosely-coupled
components have been added over time, including
Quantum (network controller), Keystone (identity and
access management), Glance (VM image catalog) and
Horizon (self-service portal).
Architecure
CloudGateway
A common interface used to manage multiple clouds
based on the RightScale gateway. Ultimately, the
Cloud Gateway should evolve into an interoperable
cloud standard.
CaaS
Cluster as a Service: Managing multiple clusters for
openstack clouds, Hadoop, and other diverse
frameworks.
Crowbar
A DevOps inspired cloud installation and maintenance
system that allows users to quickly deploy a fully
functioning OpenStack cloud.
Dashboard
The Dashboard for OpenStack is based on a Django
module called django-openstack. This project is
currently in core incubation.
Donabe
Donabe is a container service, a group of resources
created and/or managed as one unit, with an initial
focus on network containers.
Keystone
An identity service for use with OpenStack. Initially
using token-based authentication, but eventually
supporting plug-in modules for identity, protocols, and
necessary middleware to support integration with
OpenStack.
Lunr
An open commodity storage platform that will
integrate with the Nova Volume service.
Melange
Melange will provide network information services with
a focus on IP address management and address
discovery. Melange will be a standalone service with its
own API but fully integrate-able with Nova.
MultiClusterZones
A Nova deployment is called a Zone. Internal
deployment nuances, such as hostnames and service
information, are hidden to users outside of a Zone.
Zones may be joined together to form a hierarchy of
OpenStack services. This may be used to partition
OpenStack into geographical regions or business units.
A Zone may have the full suite of Nova services or can
be as simple as the API & Scheduler services. The
Distributed Scheduler provisions servers across Zones.
Quantum
A service providing network connectivity-as-a-service
for devices managed by other OpenStack services. It
exposes a generic and extensible API, allowing users
to build and manage their networks, and uses a
pluggable architecture, thus enabling different
technologies to implement the logical abstractions
exposed by the API.
RedDwarf
Feature
K
L
Bare Pow
QE
ESXi Hyp
XenServ
V
X
meta erV
MU
/VC er-V
er/XCP
M
C
l
M
Get Guest
Info
Get Host
Info
Glance
Integration
Service
Control
VLAN
Networking
*(7)
Flat
Networking
Security
Groups
*(9)
Firewall
Rules
Routing
nova
diagnostics
Config Drive
*(3)
Auto
configure
disk
Launch
Reboot
Terminate
Resize
Rescue
Pause
Un-pause
Suspend
Resume
Inject
Networking
*(1)(2)
*( *(1
1)
)
Inject File
*(6)
Serial
Console
Output
*(4)
SPICE
Console
Attach
Volume
Detach
Volume
Live
Migration
Snapshot
iSCSI
Set Admin
Pass
*(6)
*(7)
General Weakness
Top Strengths
Reality
Some people have been led to believe that
because OpenStack is open source, it is an open and
widely-adopted standard, with broad interoperability
and freedom from commercial interests.
In reality, OpenStack is dominated by commercial
interests, as it is a business strategy for the vendors
involved, not the effort of a community of altruistic
individual contributors. Some of the participants,
notably Rackspace and other service providers are
afraid of the growing dominance of AWS in the cloud
IaaS market and do not believe that they have the
ability to muster, on their own, the engineering
resources necessary to successfully compete with AWS
at scale, nor do they want to pay an ongoing license
fee for a commercial CMP like VMware's vCloud stack.
Both Rackspace and HP believe that OpenStack will
enable them to offer hybrid public/private cloud
solutions, if they can drive OpenStack penetration for
on-premises enterprise clouds. Others, like Piston
Cloud Computing, Nebula, and Cloudscaling, provide
commercial distributions of OpenStack, along with
professional services and support. Many are vendors,
such as Cisco, Citrix (see Note 2), Dell and Red Hat,
that want to ensure OpenStack works well with their
products, as well as limiting VMware's future market
power.
Rackspace
After purchasing Anso Labs, the original developers
of the Nova compute module at NASA, Rackspace
began offering Rackspace Private Cloud. This has
evolved into Rackspace Open Cloud, which includes
Public, Hybrid, and Private Cloud versions based on
OpenStack. Rackspace has been very active in the
OpenStack community and in adding new features to
its public cloud offering. Recent announcements have
introduced a cloud management application for
Windows 8, SSD storage offerings for higher
performance cloud block storage, SharePoint 2013
hosting,15 Rackspace Cloud Control Panel, and
Rackspace Service Registry, which is an interface for
automating application self-service delivery and
monitoring including service heartbeats.
HP
Cisco
Dell
Dell has contributed a tool to the community called
Crowbar (based on Chef from OpsCode). This tool aims
to simplify and streamline deployment of the
OpenStack platform and also bundles other helpful
components, such as performance monitoring
software. The majority of their contributions to the
OpenStack Foundation are centered on this tool. At the
latest OpenStack summit they announced Crowbar 2.0
to be coming soon.
Citrix
Red Hat
Red Hat plans on releasing a commercial version of
OpenStack for its Enterprise customers. For now, they
have a preview of this release available on their Web
site, which works with RHEL 6.3+ and includes
subscriptions that allow a three-node OpenStack
cluster.
o
o
Different Approaches
Go to Market strategy
SWOT
OpenStack Adoption
o
Public
Windows Server - http://www.microsoft.com/enus/server-cloud/windows-server/2012-default.aspx
System Center - http://www.microsoft.com/enus/server-cloud/system-center/default.aspx
o
Internal
http://sharepoint/sites/privatecloudlaunch/pages/d
efault.aspx
Public - http://www.microsoft.com/openess
Internal - http://openness
Core deck on openness (customer ready) http://infopedia/docstore/pages/KCDoc.aspx?
DocId=171039
HP recent announcements
On June 12th 2013 HP announced the HP Cloud OS, a
cloud technology platform based on OpenStack that
claims to enable workload portability, simplified
installation and life cycle management across hybrid
clouds see http://www8.hp.com/us/en/hp-news/press-release.html?
id=1416091. The HP Cloud OS will be supported on HPs
proprietary private cloud offering (HP CloudSystem),
HPs public cloud offering (HP Cloud Services), and
HPs recently announced platform for provisioning
cloud workloads such as dedicated hosting and largescale websites (HP Moonshot). HP is also offering an
HP Cloud OS Sandbox at no cost, for customers
interested in evaluating an OpenStack-based
architecture for cloud computing.
Rackspace Weaknesses
Summary
Rackspace Strengths
Projects
Common Questions
OpenStack Security
Blog
Community
User Groups
Events
Jobs
Companies
Contribute
Documentation
OpenStack Manuals
Getting Started
Wiki
API Documentation
Privacy Policy
Trademark Policy
OpenStack CLA
7 | Microsoft Differentiators
With the addition of new and powerful virtualization
features in Microsoft Hyper-V in Windows Server 8 and
Microsoft System Center Virtual Machine Manager 2012,
Microsoft can provide a rich user experience and efficient
management technologies for meeting a wide range of
customer needs. Microsoft regards virtualization as an
enabling technology that facilitates greater flexibility and
efficiency in the data center.
Enterprise Ready
Enterprise customers such as HSBC, Target, and
Ingersoll Rand deploy Hyper-V in production. Since
2008, Hyper-V has gone through three releases (R1,
R2, and SP1) to enhance performance and scalability
and add new features such as Dynamic Memory.
Hyper-V R2 SP1 provides a scalable, reliable, and
highly available virtualization platform.
Superior Management
System Center Virtual Machine Manager can manage
physical, virtual, and cloud environments, as well as
heterogeneous hypervisor environments (Hyper-V,
ESXi, Xen). System Center Operations Manager also
can provide full visibility into applications.
Extensibility
Microsoft provides the most extensible solution for
partners and customers, enabling the ability to
monitor, provision and self-heal any application or
integrate with existing management tools. This
ensures that extensions to meet a customers specific
needs can quickly be completed without code
changes. This is not possible today with BladeLogics
solution and requires the vendor to create support for
new infrastructure components.
Integration
BMC has been unsuccessful integrating its acquired
datacenter automation technologies (Marimba, Run
Book Automation) into its core sales strategy. BMC
needs multiple products and acquisitions to
accomplish the same capabilities as System Center.
Point out the importance of a tightly integrated
solution. With System Center, customers get a
seamless user experience through integrated user
interfaces and a common look and feel. If customers
encounter an installed base with Marimba or other
BMC acquisitions, try to displace.
Other information
Management Compete page on Infopedia
Gartner Analysis on BMC
BMC Pricing information
Gartner analysis on competitive landscape
Ease of use
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