awasanawantha aranchiyak | cloud computing technology

observations from computing device virtualization initiatives

case have a look at computer virtualization inside the form of digital desktop infrastructure (vdi) hosted computer (HD) or computer-as-a-provider (days) is one of the trickiest “programs” to supply from the cloud.  the computer experience must be ‘spot on’ that allows you to ensure that users retain to experience the performance of a local computing device.  this month we’ve already heard from James Mackie at vesk on how his enterprise is handing over desktop overall performance, and now we are able to pay attention to liquid are labs and their server-facet optimizations carried out in partnership with Kingston era.

the enterprise undertaking

given that its inception, liquidware labs has been heavily engaged within the transformation of the computing device. with visibility based upon leveraging our stratosphere match product to guide assessments, and stratosphere UX to validate overall performance, we've got a protracted history that encompasses over 400 metrics-pushed computer virtualization tasks.  agnostic of the method, the outcomes of this history are unambiguous—success in video calls for a brand new technique to how server-class resources are sized and implemented to assist computing device workloads. whether or not you invest upfront with an assessment or soar in and optimize later, there are important attributes that need to be considered.

fulfillment in vdi requires a brand new approach to how server-elegance sources are sized and carried out to guide desktop workloads.

many early adopters of vdi assume that measuring computing device workloads previous to beginning a virtualization venture serves simplest to guide the sizing and construct-out of the host server environment. while that is in part authentic, there are different important blessings associated with this step, mainly because it pertains to growing the top-rated virtual device (VM) image. we consider there are multiple primary blessings to a metrics-pushed approach to vid:

seize the baseline user enjoy in the current surroundings—that is essential to make sure you offer a same-to-higher user revel in while bodily computer systems are transformed to digital. associated, this step provides the potential to carry out an earlier than-and-after comparison of useful resource use and ultimately, quit user revel in.

display utility use as it relates to laptop pools and snapshots—if for no other motive, this attribute of the evaluation helps you to higher apprehend what programs are used as opposed to established. this benefit also offers visibility into consumer and organization useful resource necessities.

this paper highlights the significance of reminiscence and garage sources; in particular the important function every performs ultimately consumer experience and overall performance of virtual laptop workloads.

irrespective of whilst your degree, do now not leave out the severely-critical step to quantify cease person computing resource requirements to guide and ensure optimal quit consumer enjoy. it's far the cornerstone of a successful and optimized computing device virtualization implementation. this paper will not element the unique steps or techniques with respect to assessing consumer and machine-precise workloads. as a substitute, this paper will spotlight the significance of reminiscence and garage resources; particularly the important position each plays in the long run consumer enjoy and usual performance of virtual laptop workloads.

why do server memory and storage assets rely upon?

turning in end-consumer computing resources in digital computer architecture is profoundly specific from how we’ve provisioned, managed, and optimized desktops in the beyond. more to the factor, the manner we manage server and storage sources to guide vid is about identifying and minimizing aid bottlenecks in your surroundings.

we've discovered that the maximum commonplace useful resource bottlenecks discovered whilst leveraging the stratosphere UX product relate to consolidation ratios, reminiscence, and storage assets. those are very commonplace overall performance occurrences, which may be averted at some stage in the early phases of implementation.

improperly sized VM reminiscence is a not unusual problem that may cause end-user overall performance issues in a vdi architecture.

terrible consolidation ratio—this very commonplace bottleneck is because of unbalanced useful resource usage in host servers. expertise how CPU and reminiscence play a function in optimizing vdi overall performance is crucial to meeting the general fee of ownership (TCO) and go back on funding (ROI) dreams.

improperly sized VM memory—memory-to-disk swapping at the visitor os is any other commonplace issue that could reason cease user overall performance issues in a video structure. this could be mainly elaborate as host reminiscence page sharing and ballooning do now not prevent swapping if the guest VM os “thinks” it’s close to potential.

garage and “boot storms”—successful vdi deployments also minimize the variety of VM images required to meet all use instances. this preference can have the bad outcome of making boot or login storms; especially if storage necessities aren't measured and allocated for both common and peak requirements.

how does the tech gate see the cloud marketplace maturing for the duration of 2014?

examine the cloud interviews martin wright, handling director of tech gate p.c to look at how 2014 appears from the perspective of a cloud infrastructure provider.

over the last 3-4 years, we've got skilled a very “harassed” marketplace on the subject of cloud computing. the disruptive changes throughout the business and corporation its supply chain have been terrific. it's far inside the last 18 months that we've got seen groups and clients performing in a greater response than reactive way almost about cloud adoption. the technology around cloud services are now being damaged down, defined, and associated with particular, tangible enterprise blessings. [pullquote]the technology around cloud services at the moment are being broken down, defined, and related to unique, tangible commercial enterprise benefits[/pullquote]along with the marketplace, cloud providers are now maturing in terms of articulating their positioning and offerings. customers now speak about their real-existence implementations that have introduced specific and provable benefits. of direction, we are not “there” yet and critical changes will preserve to take place throughout the cloud computing arena.

how does this compare to the rest of Europe?

the relaxation of northern Europe's cloud computing marketplace seems to observe the same tendencies without a (or little) delay as the United Kingdom marketplace. in trendy, we accept as true with there may be nonetheless a big opportunity for ECU companies when addressing the EU market, as most of the people of services are nevertheless provisioned from us-based companies which regularly does no longer take a seat nicely with customers who're situated in Europe.

are there any trends within the cloud market occurring in the meantime – what are you noticing, from a customer buying factor of view?

I suppose clients have grown to be greater practical almost about cloud offerings. their training and expertise tiers have expanded considerably, as compared to preceding years, and that is very evident while we speak to them, as they may be plenty extra knowledgeable and generally recognize exactly what they may be searching out, which became no longer the case previously. again, no longer goodbye ago, we had been treating “the cloud” as some form of panacea in it that solves all problems. now we communicate approximately hybrid cloud techniques and implementations, important applications that run on-premises but which combine with public cloud offerings, or off-premises private clouds that offer automatic failover abilities.

customers essentially remember that it makes feel for some parts in their conventional it to be migrated and outsourced to more recent varieties of offerings.

what challenges are you seeing for the give up consumer for the use of cloud and security, and how might you feel they could be handled?

i think customers are a lot greater stressed than earlier than with reference to cloud answers and their protection – and that is a very fantastic interaction for the whole industry. safety, information home worries, availability. clients basically understand that it makes the experience for some components of their conventional it to be migrated and outsourced to more modern varieties of offerings, but they may now not – and that they shouldn’t – compromise at the way they need to be run. in all likelihood, the maximum crucial part of that is safety and clients should ask all of the right questions from pinnacle to the backside as regards to what they're getting. all the cloud offerings (mainly iaas ones) aren't identical in terms of the underlying records centers, community, physical security and hardware pleasant and so forth and, of direction, they do now not address the identical necessities and audience.

presenting business enterprise-class solutions is one of techgate’s key positioning pillars and a real marketplace differentiator for the enterprise and our clients. we've got made tremendous investments, in both time and money, to benefit important accreditations such as bs25999 (business continuity) and iso27001 (facts protection) to give the client complete reassurance that we are doing the whole lot to make sure the availability and safety of their cloud structures and associated facts. the truth that we own and control our personal information centers and network approach that we are able to provide the client with guaranteed, “end-to-end” degrees of service shipping and management.

how do you notice the commodity cloud gamers positioning themselves over the path of 2014? (AWS, Google, and so forth)

the larger, worldwide gamers on this market will keep competing on the key factors of keen fee-factors, self-provider abilities, and minimal time-to-marketplace. as a bigger share of the better stop small to medium size businesses and the larger company clients begin to flow increasingly in their programs and capability outside of the business enterprise, the penetration of commodity services will, surely, increase.

however, this trend will follow to unique, less business-crucial components of an agency’s operations. most people of critical applications and capability will require consulting and design engagement and consumer precise machine build, things that the larger providers will now not, presently, do. in essence, agency programs will continue to be pushed externally, however within the form of bespoke personal/community or hybrid cloud implementations.

what, to your opinion, are the maximum critical factors while thinking about a cloud company for the following – for website hosting?

we consider the maximum important first-rate at some point of an engagement with a potential purchaser is the extent of flexibility that the supply aspect can provide a good way to cope with and accommodate customer unique necessities. as regards cloud infrastructure offerings, there are numerous public cloud answers which are extra than capable of coping with applications that presently run on over-exact, steeply-priced committed on-premises environments. but there are numerous scenarios wherein carriers are looking to shoe-horn customized programs into the wrong platform. the capability for the provider to customize their infrastructure to build and provide bespoke web hosting answers is, undoubtedly, a competitive advantage. paired with that advantage comes retaining brilliant records center infrastructures throughout all layers from the community, to the switches and storage gadgets.

for enterprise continuity (bc) purposes?

almost about sourcing bc and disaster recuperation as a service (dramas) companies, and on the pinnacle of the elements already referred to, customers have to be seeking out a provider with validated enjoy, subsidized up through client case studies, and an extensive portfolio of purpose-constructed bc & dramas services that may deliver incorporated solutions. for instance, constructing cloud backup and dramas systems and all of the helper methods and tactics is a whole separate commercial enterprise version and cannot happen in a single day.

the technical and administrative ability to supply enterprise vital bc and drama offerings and convey structures online whilst definitely needed is something that handiest comes with enjoy. additionally, look for a company that takes its personal bc making plans significantly. as an instance tech gate has invested a lot of effort and time in achieving the bs25999 accreditation, the British standard for business continuity, throughout all its locations and operations, something that only a few different carriers have finished.

for protection?

safety is an idea that ought to be included in all sorts of its services and no longer simply with cloud answers, but in each, it constructing block. safety ought to be a prerequisite and falls in-line with all the different factors that have to influence a buyer together with records dwelling house, gadget flexibility, performance, and availability.

making a go to to a provider’s facts center together with carrying out due diligence on their networking infrastructure and asking for applicable case studies is usually worthwhile. as an instance, a provider that specializes in business continuity answers and has enjoyed strolling critical applications and manufacturing structures for high-profile customers/government must be more than able to supply army-grade comfortable solutions. however, make sure that the issuer can again all this up with the proper accreditations and, undoubtedly, the benchmark here is iso27001, the international popular for information safety, once more something which tech gate has invested lots effort and time to obtain and preserve on an ongoing basis.

from a b2b attitude, how do you see the channel reseller market evolving over this year?

the channel reseller marketplace has undergone many modifications over the last 18 months. more and more gamers coming from the distribution side are investing in building “reseller-pleasant” cloud structures and services to push to the reseller community.

conventional resellers (machine integrators, aid groups, and so forth) at the moment are increasingly more compelled to replace recurring revenue streams and offer cloud services something which they, absolutely, must do. they could do that via partnering with managed service providers (MSPs) with reseller-pleasant understanding and business version, inclusive of lichgate, or thru eating off-the-shelf services from distributors, or building platforms themselves. on top of all of this, more and more hardware carriers at the moment are also supplying cloud offerings either immediately to stop-customers, or thru the channel or mixtures of both.

tech gate has been partnering with resellers due to the fact that it's very starting in 2001 and, currently, has extra than two hundred resellers correctly promoting its offerings. but, with all of the changes to its industry, wrought by using the cloud, the market pressures on the conventional resellers are actually intense, however, it's far vital that resellers include the one's market modifications. we believe that, via working closely with our resellers, that allows you to provide customer particular cloud answers, often the use of a combination of customized and “off the shelf” services, it's far feasible to carve out an amazing business model for both the reseller and the MSP.

conventional it reselling, or simply promoting commodity cloud offerings, will now not be viable routes forward for plenty it resellers, in particular now that multinationals are competing with them at once for the enterprise. businesses, along with tech gate and its resellers, that have a real knowledge of the commercial enterprise blessings of cloud, in all its paperwork, combined with an actual “visit marketplace” method, backed up with established services and solutions, will preserve and develop their marketplace percentage.

popular sum up on how tech gate is positioned within the marketplace place and achievements over the past year (increase, what tech gate specialize, and so on. )

techgate’s middle positioning has no longer changed over the past years. we're business continuity and catastrophe recovery experts, presenting enterprise-magnificence, trusted infrastructure offerings. however, as the market is closely reworking, we had been changing as properly, for instance by using adopting new cloud technology and harnessing the advantages of recent hardware innovations into our solutions, and, at the identical time, recognizing and embracing the adjustments to the supply chain of the enterprise.

we recognize the confusion around cloud solutions and our approach is an extra down-to-earth, realistic one, close to what you can and, similarly, can't do with cloud and implementations and that is a method our customers honestly appear to understand and fee. we feel that what has been ignored for quite some time almost about cloud computing is honest, well-informed conversations with the patron, that is precisely where techgate’s strengths lie.

as regards to ultimate yr, we labored tough on prevailing crucial high-profile, corporation clients, including the advertising standards authority (asa), building bespoke answers that geared up specific customer necessities. naturally, we did a number of initiatives around dr necessities but saw an increasing call for high-availability and hybrid manufacturing solutions. all of this resulted in a totally giant boom in our revenues from cloud services that far passed any decline we might also have seen in conventional controlled services. so in this tale, there is a strong message coming thru.

the expanding daas market, the large players, and wholesome opposition, first of all, permit me to make an apology for relating to hvd, did, had, daas, HD, DVD, and so on below the umbrella period of “days” (computing device-as-a-service). guise will kill me.

every January we hear “this is the year for vdi”, or “will this be the yr for vdi”, or “will 've ever arrive?” (my preceding blog). properly I’m right here to tell you this 12 months is and has been the year for vdi already.  vdi is now mainstream. if an enterprise doesn’t already have it, they’re both considering it, they have it at the again burner or they’ve dominated it out for one among some of the motives. it’s safe to say there are now tens of tens of millions of virtual computers and billions of digital servers.

if a business doesn’t already have it, they’re either thinking about it, they have got it at the lower back burner or they’ve ruled it out.

so why are there so many technical blogs antagonizing over video? I’ll tell you. there are predominant motives…  first of all, for it dealer, it’s a long way less profitable. in my previous life I ran it help company, our best principal outgoings had been our workforce and operational charges. if we billed £six hundred in step with day for onsite help, the majority might be earnings. if we billed a patron £1,000 in keeping with month for shriveled remote it assists, most of the people could be earning. now do not forget vdi; you have to pay for a group of workers (circa 25%), Microsoft and Citrix / Vmware licensing (circa 20%), servers + garage + more than one datacentres + dr (circa 30%), operational fees (circa 10%) leaving around 10% earnings. compared to 50%+ income for imparting traditional its guide. most hvd providers I recognize file an annual loss.

I most effectively recognize companies who virtually have Citrix hdx 2 running with 100% accuracy and finesse… it’s complex to installation

secondly, it’s complicated to install. I simplest understand of two businesses who simply have Citrix hdx 2 workings with a hundred% accuracy and finesse. it’s not just a case of switching hdx on, but coping with around 12 unique settings on the server, infrastructure, and endpoint device. I simplest recognize a handful of hvd vendors who understand how to replicate net interfaces across a couple of datacentres. if no longer configured efficiently, there are one hundred and one things that could go wrong. if any part of the stack falls over, the video is going down, and David's namesake is disparaged.

so, it’s high-priced and complex.  I completely heartedly concur. however, what if an HVD company builds a dependable infrastructure and is able to generate earnings through economies of scale. I’ve realized a had turned into worthwhile at around 3,000 users if you are charging £50 – £60 in line with the computer in line with the month (decrease than £50 and also you can not generate a profit).

adequate so now let’s discern the poor impulsion from traditional it suppliers, and experts alike. I don’t assume absolutely everyone will disagree that if a video is strong, speedy, and fee powerful, the benefits far outweigh another form of business computing. detailing each benefit isn't always inside the context of this weblog; however, we're all conscious that anywhere get right of entry to, from any tool, for any software (saas or non-saas), catastrophe healing, and price effectiveness are large benefactors. add to this the continuing control of hardware, software and regular upgrading of the platform by means of the carrier company genuinely is the solution for ease of use and get entry to for most businesses. going a step similarly; huge information analytics because your infrastructure is centralized can add a few extreme weight.

I don’t think all of us will disagree that if a video is stable, fast, and fee effective, the advantages a long way outweigh any other form of commercial enterprise computing.

all of the above brings me to my subsequent point and reconfirms why the “big players” now have their personal data services. information technology degrees now that vdi is mainstream and in area in round 25-50% of medium-sized businesses, it turned into handiest a count number of time until the big players moved into this location. this is a robust message and reaffirms that had and cloud offerings quickly will be mandatory, not elective.

I could give up the blog here… and I'd be glad to, concluding how a long way vdi has come inside the closing 25 years. and due to the fact that I began providing vid 10 years in the past, now most it businesses have this offering of their artillery both supplying it themselves or through resale. vesk doubled in size in 2013, without funding, simply from extremely hard paintings and running a very reliable and excessive overall performance video. and now, some of the most important corporations in the world and the two largest cloud providers inside the world are providing hosted computer systems.

but there's one monstrous distinction to make between the massive cloud players and specialist hvd firms. the huge gamers don’t pretty have it right, so allow’s take a better have a look at who is offering HVD:  amazon, google, Microsoft (rumored task mokoro), and VMWare.

amazon workspaces: signing up for a workspaces desktop in all fairness easy and the manage panel is excellent. the basic version of workspaces is $50 with an office. good enough, so now you have a home window virtual computer, great proper?

not genuinely, you still need your packages mounted and your vdi constructed. you still need trade and lively directory get right of entry to.  there may be no customization of the computer in any respect, the decision could be very low. I may want to just consider giving a workspaces demo desktop to a prospect and the reaction on their face when they realize the project in advance.  their information centers are within us, and plenty of UK corporations are both not accredited to host their statistics inside us for compliance motives (together with law firms) or because the latency and access speeds might equate to terrible overall performance.

so on the pinnacle of the fundamental version of workspaces at $50, you'll also need a local it firm to build the active listing environment, migrate and manipulate the packages on to aws using amazon’s bespoke API and programming equipment. in general, realistically you'll be looking at round $one hundred twenty (£ eighty-five) in keeping with a computer per month for the computer and ongoing management without 1st line / onsite help. and it’s simplest feasible in case you are within us.

VMWare, Google, and Microsoft's services are all very similar. to summarise; desk one attempts to explain why they're better than Citrix, their equal argument time and again once more is that Citrix wasn’t constructed for multi-tenant and hosted environments, however extra for non-public cloud deployments. every single point made on their desk tone vs Citrix table is now incumbent, aside from one (no longer requiring square licenses). again, facts are saved inside us and a real take a look at is to demo a desk one computing device vs desk, you’ll see the performance of risk exceeds that of a desk one computer.

every single video we have constructed for our clients is specific, there are nobody size suits all.

in which Microsoft is concerned – could you imagine calling Microsoft and requesting help with excel? it received happens, so you basically want it provider to construct and architect the video. every single vid we've built for our customers is exceptional, there is nobody size fits all. you notice, a sample is beginning to emerge.

so why the vast infrastructure?

aside from the apparent benefits of jogging a cloud carrier in your commercial enterprise, some are indexed above, there’s continually a greater bespoke advantage for each enterprise, usually, these fluctuate massively. a few agencies require excessive ranges of dr, a few require BYOD or migrating all in their programs into the cloud and integrating their programs. but what differentiates vesk from the usual, or acknowledged advantages?

firstly it’s overall performance. the reason vesk computer systems are so brief to respond to is due to the way they're setup, first of all, a correct configuration of Citrix and Microsoft services however secondly and extra importantly; the hardware. thru years of revel in, we've got constructed exclusive san pools for different io requirements. trade logs require extremely rapid random read io so the disk's web hosting the changelogs are configured otherwise. Microsoft desktops sit down on one pool, however, the Microsoft page files take a seat on some other pool of smaller and therefore quicker ssds.

all performance derives from the quickest ssds presently available and those ssds are changed each three hundred and sixty-five days. but the overall performance is going deeper than ssds, the real disks wherein exchange, software, and computer records reside also are customized for his or her workload relying on the requirement of the precise location of the di. we reveal each ‘bit’ of facts and statistics float throughout our vdi and put into effect customizations primarily based on the analysis of data reporting. that’s why whilst you log right into a vid it’s extraordinarily speedy, beginning a 40Gb trade email account and looking is on the spot and get entry to between packages is immediate.

deep breath, and subsequently: united kingdom datacentres make certain rapid get entry to throughout Europe rather than slower get entry to throughout the Atlantic.

secondly, it’s the integration of packages and bespoke consumer configurations. therefore you handiest want to work with one cloud services company plus your line of enterprise software carriers. most agencies will require upload-on programs for alternate and every so often workplace. complex bespoke group and security regulations, customized advert configurations, dfs document replication, VPN's for software integration are a part of the vesk implementation.

these are all practical necessities for most people or organizations. commoditizing days via making the complete method of building computer systems computerized via control panels and API's is an inherent hassle due to the fact some degree of integration, the focus of the patron, and communique with the hosting issuer is required.

when you log into a vid it’s extremely rapid searching is immediate and access among programs is immediate.

to summarise

the big gamers can be successful in passing computer systems to macro-sized agencies and also the channel. most people companies will use smaller hvd providers who are capable of being agile and have selected expertise of the consumer’s wishes.

united kingdom groups will extra than probably now not host their desktops inside us for one of the motives; latency or compliance. the price of website hosting with amazon/motor can be greater than the usage of a neighborhood hvd issuer when considering all charges concerned.

billing is the brink in a subscriptions world

gaining an edge inside the new subscription-based totally global – why billing is the important thing small corporations and start-u.s.have become huge lovers of the subscription enterprise model. an increasing number of, they're both transitioning their groups from selling merchandise to becoming provider carriers, or they are sincerely beginning out with a carrier-primarily based approach from day one. all are attracted through the possibility of securing the ordinary enterprise from existing customers with a more predictable revenue movement primarily based on subscriptions and thereby creating a greater valuable supplier-purchaser relationship.

attracted by way of the prospect of securing the habitual commercial enterprise from existing customers with an extra predictable sales movement.

lamentably, for plenty of times, it isn't quite so smooth to turn vision into truth.  most start out with simple enterprise ideas that may be without problems replicated. call center technology if a copycat competitor comes on the scene, undercuts them on fee, and develops items or offerings at a cheaper area, it turns into lots harder to distinguish.

so, if they need to benefit real aggressive advantage, what small groups want most of all is a way of rapidly bringing new services to market and monetizing them. they need to offer their customers greater service alternatives and upload greater flexibility around how they price and bundle offerings and up-promote and move-sell new service offerings. and they need to do all this without outgrowing their overheads.

that is wherein, despite its flexibility and creativity, an enterprise can get held back by an apparently straightforward lower back workplace method – its billing.

groups need a means of swiftly bringing new services to the marketplace and monetizing them.

an enterprise model primarily based on subscriptions and usage wishes with the intention to offer variable pricing plans, which means making an investment in a billing gadget. however, conventional on-premise billing systems are generally too high priced, or no longer agile enough, to handle this requirement. on top of this, they often take years to implement, configure and combine with other packages. in brief, on-premise billing is some distance from the appropriate choice for any subscription-based totally business and without a doubt an inhibitor for SMEs looking to monetize new services quickly.

happily, assistance is at hand inside the form of cloud billing solutions that could cut back the time taken and the charges incurred in setting up new services, giving SMEs and start-united states the chance to rapidly turn innovative thoughts into monetized answers. moreover, the implementation may be finished in a rely upon weeks or even days and the enterprise handiest needs to pay for the utility once it’s in business use – a key gain for small groups mainly.

this method is a long way more cost-powerful than conventional methods. there’s no need to invest in highly-priced new hardware or maintenance charges and payment is primarily based on what's used as opposed to on upfront software licensing or prohibitive implementation charges. furthermore, software enhancements are made robotically to make certain customers maintain up to date and can make full use of today's functionality.

no dynamic and resourceful small enterprise needs to be held lower back by way of its billing device. but, it's miles often these apparently minor barriers that show to be sticking points on the road to achievement. however, once again, the cloud is breaking down the limitations for those businesses – and imparting an extra superb outlook for those desiring to unexpectedly monetize their carrier supplying and capitalize on the subscription revolution.

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Dominic smith

marketing director - trillion technology for more than 20 years Dominic Smith has been on the leading edge of the billing industry, worried in the development, transport, and guide of revolutionary billing and revenue control solutions, in addition to contributing to the evolution of industry standards in key forums which include the global billing affiliation (now a part of the team discussion board) and the gsm association. in his position as advertising director at trillion, dominic has spearheaded the corporation’s transition from an expert provider of on-premise billing solutions for the telecoms area, to a cloud service company supplying an enterprise-agnostic saas billing application for the next era of subscription and utilization-primarily based services. he holds a BSC (Hons) in industrial arithmetic from Loughborough college, united kingdom. cloud computing technology follow Dominic on Twitter: @domtsmith

the cloud, in all its bureaucracy, is right here and is here to live, so make sure you embrace it before it passes you via.