CLOUD COMPUTING

CLOUD COMPUTING

CONTENTS

Ø INTRODUCTION

Ø CHARACTERISTICS

Ø CLOUD TYPES

Ø LAYERS

Ø CONCLUSION

Ø REFERENCES

INTRODUCTION

  Cloud computing is Internet-based computing, whereby shared resources, software, and information are provided to computers and other devices on demand, like the electricity grid.
Cloud computing describes a new supplement, consumption, and delivery model for IT services based on the Internet, and it typically involves over-the-Internet provision of dynamically scalable and often virtualized resources. It is a byproduct and consequence of the ease-of-access to remote computing sites provided by the Internet.
                                Typical cloud computing providers deliver common business applications online that are accessed from another Web service or software like a Web browser, while the software and data are stored on servers. A key element of cloud computing is customization and the creation of a user-defined experience. Most cloud computing infrastructures consist of services delivered through common centers and built on servers. Clouds often appear as single points of access for all consumers' computing needs. Commercial offerings are generally expected to meet quality of service (QoS) requirements of customers, and typically include SLAs. The major cloud service providers include Microsoft, Sales force, Skytap, HP, IBM, Amazon and Google.
CLOUD COMPUTING

  Cloud Computing is a form of computing in which all applications, information and resources are managed in a virtual environment. The term cloud computing, specifically the use of the word “cloud”, it meant to represent the nature and structure of cloud computing. Cloud computing involves virtual hosted environments allowing users to connect to the services being hosted over the internet.

  Google Apps is a great example of cloud computing as companies to no longer require the need for installed word processing software, in house email servers, multiple IT personnel and many more cost saving advantages. Google Apps allows companies to access all services including email, website hosting, calendar, document editing/creation and much more directly through a web browser. The advantage to using Google Apps is increased productivity, security, lower IT costs and data backup. Microsoft has also entered the cloud computing realm by integrating its current software such as Word and outlook with online storage and easy accessibility.

   There are three main variations of cloud computing: 1. IaaS (Infrastructure as a Service): The need for expensive equipment is outsourced. Instead of companies purchasing expensive equipment including servers, hard drives and networking equipment, they would instead be used over the Cloud and hosted by a cloud computing company. The business entity would use the virtual equipment on a cost usage basis. 2. PaaS (Platform as a Service): Applications are run off of cloud servers hosted virtually. A small company selling cloud applications to businesses will use PaaS to “host” the sold cloud applications and have them run off of the cloud servers instead of having them run off of in-house servers. The company selling the applications pays for the services based on a processor/bandwidth basis. 3. SaaS (Software as a Service): Cloud applications are paid for on a per use basis and not sold in bulk licenses. This allows small companies to purchase a la carte licensing for applications they may use infrequently. Instead of purchasing 15 licenses a company can instead only pay when the software is used and removing the limits on how many machines the software can be installed on.

                                 The customized nature of cloud computing is what makes it such a popular and newly adopted internet technology. It will revolutionize the way that networking and everyday computing is run. It is a great win-win situation for both cloud companies and consumers.

CHARACTERISTICS

                                Communication occurring within a computer-mediated format has an effect on many different aspects of an interaction. Some of these that have received attention in the scholarly literature include impression formation, deception, group dynamics, disinhibition and especially relationship formation.

   CMC is examined  and compared to other communication media through a number of aspects thought to be universal to all forms of communication, including ", synchronicity,persistence or "recordability and anonymity. The association of these aspects with different forms of communication varies widely. E-mail and message boards, on the other hand, are low in synchronicity since response time varies, but high in persistence since messages sent and received are saved. Properties that separate CMC from other media also include transience, its multimodal nature, and its relative lack of governing codes of conduct.CMC is able to overcome physical and social limitations of other forms of communication and therefore allow the interaction of people who are not physically sharing the same space. CMC has become a fundamental tool in relationship building. Studies have shown that 61% of people on the internet have used CMC to maintain some form of a relationship. 

ADVANTAGES

   Cloud enabler technologies like utility computing, Grid Computing, RTI, web infrastructure and others are cloud enabled.

1. Infrastructure service providers are taking advantage of the Cloud services.

2. Information services, entertainment-oriented services such as video on demand, simple business services such as customer authentication or identity management and contextual services such as location or mapping services are positioned well by using the service.

3. Other services, such as corporate processes (for example, billing, deduction management and mortgage calculation) and transactional services (for example, fiscal transactions), would take longer to reach the cloud and the mainstream.

4. Cloud computing infrastructures allows efficient use of their IT hardware and software investments

5. A cloud infrastructure can be a cost efficient model for delivering information services, reducing IT management complexity.

6. The Cloud makes it possible to launch Web 2.0 applications quickly and to scale up applications as much as needed when needed

DISADVANTAGE

  There are also disadvantages to cloud computing, specifically in online storage and client applications. A company which utilizes cloud computing to host its email, document editing, calendars and other applications can be shut down if a cloud hosting company experiences downtime. This specific disadvantage was the case on February 24, 2009, when Google Apps as well as Gmail were down for several hours. The downtime also reiterated that if Google can go down so can any other hosting companies. Confidence in cloud computing may have been hindered after this specific downtime although Google has assured it will not happen again. Google Apps services over 1million business around the world and is the leader in cloud computing applications.

 Security is also a potential disadvantage to cloud computing. Companies that are willing to adopt the ability to host their services on the cloud may be reluctant to do so until the security of cloud computing has been heavily demonstrated and thoroughly tested. Large companies may consider the additional costs of in-house network hosting outweigh the potential security risks associated with cloud hosting. A security breach involving a company’s cloud information storage has the potential for disaster. However, hacking and security breaches are rampant for in-house IT hosting such as millions of credit card numbers being stolen as well as detailed customer information. If cloud computing can prove that its security is much better than any in-house hosting this may help it to grow and overtake the percentage of companies that have in-house IT infrastructures.

  Cloud computing is still in its infancy and is expected to grow and revolutionize the way of everyday computing. Many theorize that cloud computing will one day take over today’s desktop computing altogether. Until intense applications are developed for use over the cloud, desktop computing will remain the staple of everyday computing. Cloud computing innovation is rapid and as new cloud technologies emerge more people will start to adopt the cloud.

  Current browser technologies are not up to date with cloud computing capabilities, especially in the mobile computing world. Cloud applications require several browser technologies including Adobe Flash, JavaScript, Adobe Flex and much more. Until browser technology evolves to fit the capabilities of cloud computing, cloud computing will remain a relatively simple method of computing.

WORKING OF CLOUD COMPUTING

Cloud computing system can be divided it into two sections: the front end and the back end. They connect to each other through a network, usually the Internet. The front end is the side the computer user, or client, sees. The back end is the "cloud" section of the system. On the back end there are various computers, servers and data storage systems that create the "cloud" of computing services. A central server administers the system, monitoring traffic and client demands to ensure everything runs smoothly. It follows a set of rules called protocols. Servers and remote computers do most of the work and store the data.

CLOUD ARCHITECTURE

  Cloud architecture the systems architecture of the software systems involved in the delivery of cloud computing, comprises hardware and software designed by a cloud architect who typically works for a cloud integrator. It typically involves multiple cloud components communicating with each other over application programming interfaces, usually web services.

 This closely resembles the UNIX philosophy of having multiple programs doing one thing well and working together over universal interfaces. Complexity is controlled and the resulting systems are more manageable than their monolithic counterparts.

Cloud architecture extends to the client, where web browsers and/or software applications access cloud applications. Cloud storage architecture is loosely coupled, where metadata operations are centralized enabling the data nodes to scale into the hundreds, each independently delivering data to applications or users.

CLOUD TYPES

Public cloud or external cloud describes cloud computing in the traditional mainstream. Public clouds are run by third parties, and applications from different customers are likely to be mixed together on the cloud’s servers, storage systems, and networks. A public cloud provides services to multiple customers.

Hybrid cloud:

                                   Hybrid clouds combine both public and private cloud models. This is most often seen with the use of storage clouds to support Web 2.0 applications.

 Private cloud:

                                   Private clouds are built for the exclusive use of one client, providing the utmost control over data, security, and quality of service. The company owns the infrastructure and has control over how applications are deployed on it. Private clouds can be built and managed by a company’s own IT organization or by a cloud provider

LAYERS

Cloud has 5 layers:

                                                        A cloud client consists of computer hardware and/or computer software that relies on cloud computing for application delivery, or that is specifically designed for delivery of cloud services and that, in either case, is essentially useless without it. Examples include some computers, phones and other devices, operating systems and browsers.

LayersofCloud
                             Cloud application services or "Software as a Service (SaaS)" deliver software as a service over the Internet, eliminating the need to install and run the application on the customer's own computers and simplifying maintenance and support.

 Keycharacteristicsinclude:-

• Network-based access to, and management of,      commercially available software

• Activities that are managed from central locations rather than at each customer's site, enabling customers to access applications remotely via the Web

• Application delivery that typically is closer to a one-to-many model (single instance, multi-tenant architecture) than to a one-to-one model, including architecture, pricing, partnering, and management characteristics
• Centralized feature updating, which obviates the need for downloadable patches and upgrades.

                                     Cloud platform services or "Platform as a Service (PaaS)" deliver a computing platform and/or solution stack as a service, often consuming cloud infrastructure and sustaining cloud applications. It facilitates deployment of applications without the cost and complexity of buying and managing the underlying hardware and software layers. 

                                   Cloud infrastructure services or "Infrastructure as a Service (IaaS)" delivers computer infrastructure, typically a platform virtualization environment as a service. Rather than purchasing servers, software, data center space or network equipment, clients instead buy those resources as a fully outsourced service. The service is typically billed on a utility computing basis and amount of resources consumed (and therefore the cost) will typically reflect the level of activity. It is an evolution of virtual private server offerings.

                                 The server’s layer consists of computer hardware and/or computer software products that are specifically designed for the delivery of cloud services, including multi-core processors, cloud-specific operating systems and combined offerings.

ISSUES with CLOUD…………………………………………………………………………………
1.Privacy
                                 The Cloud model has been criticized by privacy advocates for the greater ease in which the companies hosting the Cloud services control, and thus, can monitor at will, lawfully or unlawfully, the communication and data stored between the user and the host company. Instances such as the secret NSA program, working with AT&T, and Verizon, which recorded over 10 million phone calls between American citizens, causes uncertainty among privacy advocates, and the greater powers it gives to telecommunication companies to monitor user activity. While there have been efforts (such as US-EU Safe Harbor) to "harmonise" the legal environment, providers such as Amazon still cater to major markets (typically the United States and the European Union) by deploying local infrastructure and allowing customers to select "availability zones.

2. Legal………………………………………………………………………………………………
                                       In March 2007, Dell applied to trademark the term "cloud computing" (U.S. Trademark 77,139,082) in the United States. The "Notice of Allowance" the company received in July 2008 was cancelled in August, resulting in a formal rejection of the trademark application less than a week later. …………………………………………………
                Since 2007, the number of trademark filings covering cloud computing brands, goods and services has increased at an almost exponential rate. As companies sought to better position themselves for cloud computing branding and marketing efforts, cloud computing trademark filings increased by 483% between 2008 and 2009. In 2009, 116 cloud computing trademarks were filed, and trademark analysts predict that over 500 such marks could be filed during 2010.

3. Security………………………………………………………………………………………………
                                       The relative security of cloud computing services is a contentious issue which may be delaying its adoption. Some argue that customer data is more secure when managed internally, while others argue that cloud providers have a strong incentive to maintain trust and as such employ a higher level of security. ……………………………………………… …………………………………………………
              The Cloud Security Alliance is a non-profit organization formed to promote the use of best practices for providing security assurance within Cloud Computing…………………………………………………
4. Availability and Performance…………………………………………………
                              In addition to concerns about security, businesses are also worried about acceptable levels of availability and performance of applications hosted in the cloud. There are also concerns about a cloud provider shutting down for financial or legal reasons, which has happened in a number of cases.

5. Sustainability and siting…………………………………………………………………..
                                       Although cloud computing is often assumed to be a form of "green computing", there is as of yet no published study to substantiate this assumption.Siting the servers affects the environmental effects of cloud computing. In areas where climate favors cooling and lots of renewable electricity is available the environmental effects will be more moderate. Thus countries with favorable conditions, such as Finland, Sweden and Switzerland, are trying to attract cloud computing data centers.

RECENT-DEVELOPMENTS

                                                   In 2007, Google, IBM, and a number of universities embarked on a large scale cloud computing research project. In early 2008, Eucalyptus became the first open source AWS API compatible platform for deploying private clouds. By mid-2008, Gartner saw an opportunity for cloud computing "to shape the relationship among consumers of IT services, those who use IT services and those who sell them”, and observed that "organizations are switching from company-owned hardware and software assets to per-use service-based models" so that the "projected shift to cloud computing ... will result in dramatic growth in IT products in some areas and significant reductions in other areas.”

                                                            In March 2010, Microsoft's CEO, Steve Ballmer, made his strongest statement of betting the company's future in the cloud by proclaiming "For the cloud, we're all in" and further stating "About 75 percent of our folks are doing entirely cloud based or entirely cloud inspired, a year from now that will be 90 percent."
Hewlett Packard’s chief technology and chief strategy officer Shane Robison in July 2010 named the “inevitability of the cloud” as a top tenet of HP’s strategy. Cloud computing is one of eight key research focus areas for HP Labs

CONCLUSION

                                      Cloud computing builds on decades of research in virtualization, distributed computing, utility computing, and more recently networking, web and software services. It implies a service oriented architecture, reduced information technology overhead for the end-user, great flexibility, reduced total cost of ownership, on demand services and many other things.

                                     In today's global competitive market, companies must innovate and get the most from its resources to succeed. Cloud computing infrastructures are next generation platforms that can provide tremendous value to companies of any size. They can help companies achieve more efficient use of their IT hardware and software investments and provide a means to accelerate the adoption of innovations. Cloud computing increases profitability by improving resource utilization. Costs are driven down by delivering appropriate resources only for the time those resources are needed. Cloud computing has enabled teams and organizations to streamline lengthy procurement processes.

                                      Cloud computing enables innovation by alleviating the need of innovators to find resources to develop, test, and make their innovations available to the user community. Innovators are free to focus on the innovation rather than the logistics of finding.

REFERENCES

1.                 McQuail, Denis. (2005). Mcquail's Mass Communication Theory. 5th ed. London: SAGE Publications.

2.     Thurlow, C., Lengel, L. & Tomic, A. (2004). Computer mediated communication: Social interaction and the internet. London: Sage.

3.      Walther, J. B. (1996). Computer-mediated communication: Impersonal, interpersonal, and hyper personal interaction. Communication Research, 23, 3-43.

4.      Walther, J. B., & Burgoon, J. K. (1992). Relational communication in computer-mediated interaction. Human Communication Research, 19, 50-88.

5.      Haythornthwaite, C. and Wellman, B. (2002). The Internet in everyday life: An introduction. In B. Wellman and C. Haythornthwaite (Eds.), the Internet in Everyday Life (pp. 3-41). Oxford: Blackwell.

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