Davidreinselppt 110304164919-phpapp01

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David Reinsel

E ntering the Era of Big ITE ntering the Era of Big IT

Group Vice President Storage, Semiconductors, GR C Infrastructure , Pricing

Feb-11© IDC

Fueling the Digital Universe

Big IT

Important areas of opportunities on which to focus

AgendaAgenda

Cloud• Public/Private• Security/Privacy

Content • How Much?• What Kind?

Context • Metadata• Sensors

What is driving Big IT?

Where does it all come from?

Feb-11© IDC

The Long View - ITThe Long View - IT

-10%

-5%

0%

5%

10%

15%

1996 1998 2000 2002 2004 2006 2008 2010 2012e 2014e

Source : IDC Worldwide Black Book, Q2 2010; growth in constant currency

Worldwide IT Spending Growth 1996-2014 (%)

Feb-11© IDC

Digital Universe Growth vs Storage Capacity ShipmentsDigital Universe Growth vs Storage Capacity Shipments

0EB

100EB

200EB

300EB

400EB

500EB

600EB

700EB

800EB

900EB

2005 2006 2007 2008 2009

Source: IDC Digital Universe Study, sponsored by EMC, 2010

WW Content Creation Vs . Storage Shipments

MemoryNV FlashTapeO pticalHard Disk DrivesWW Content Creation

Feb-11© IDC

Fueling the Digital UniverseFueling the Digital Universe

MediaCamerasDataMusicVoice CaptureOther

5

56.7%31.5%

7.2% 2.8% 1.5%0.4%

2009 0.8 ZB

Source: IDC Digital Universe Study, sponsored by EMC, May 2010

Feb-11© IDC

Digital Universe Growth –Long-term Content CreationDigital Universe Growth –Long-term Content Creation

1

10

100

1,000

10,000

100,000

1,000,000

10,000,000

100,000,000

2005 2010 2015 2020

WW Content Creation


35 Zetabytes

Feb-11© IDC

Data-Intensive Social NetworksData-Intensive Social Networks

7

400M ‘ ’ users60M status updates/day10B comments/mo20M videos uploaded/mo3B photos uploaded/mo

24 hrs of video uploaded/min

55M tweets/day

70M members1 new member every sec

Assumption Annual Footprint

active 10M B /user 4,000TB

0.25K B /update 5TB /yr


8M B /v ideo 1,920TB /yr

100K B /photo 3,600TB /yr

12.5M B /video 3,787TB /yr

3M photo uploads/day

125Bytes/tweet 2.5TB /yr

1M B /photo 1,096TB /yr

0.1M B /profile 7TB

0.1M B /profile 3TB /yr

~14,436 Terabytes of Content

Creation in 2010

Feb-11© IDC

Next Agenda ItemNext Agenda Item

Cloud• Why?• How Big?

Content • How Much?• What Kind?

Context • Metadata• Sensors


What is Driving Big IT?

Feb-11© IDC

Consumption is a Big Driver of BIGConsumption is a Big Driver of BIG

9

Consumption• Drives Traffic (ad revenue)

• Drives eCommerce• Drives Social Networks

• Drives Mobility (devices and apps)

•Drives Personal Services•Demands Analytics

Feb-11© IDC

Consumption VS CreationConsumption VS Creation

10

10M B /user 4,000TB



8M B /v ideo 1,920TB /yr

100K B /photo 3,600TB /yr

12.5M B /video 3,787TB /yr

125Bytes/tweet 2.4TB /yr

1M B /photo 1,096TB /yr

0.1M B /profile 7TB

0.1M B /profile 3TB /yr

624PB/yr 260B pg . views/mo

192PB/yr 2B vid . views/mo

9,131PB/yr 2B vid . v iews/day

0.5PB/yr 4.4B pg . views/mo

56PB/yr 30.4M views/day

0.2PB/yr 1.9B pg . v iews/mo

Feb-11© IDC

Finding Answers where there are yet to be Questions…

From Science Projects to Social Networks to Smart Technology

MOREAPPLICATIONS

MOREON-DEMAND

ACCESS

MOREDEVICES

MORECONTENT

Big Data is the Created Content nor is it even its Consumption – It’s the analysis of all the data surrounding or swirling around it

Big Data is the Created Content nor is it even its Consumption – It’s the analysis of all the data surrounding or swirling around it

notnot

Feb-11© IDC

Consumption is a Big Driver of BIG!Consumption is a Big Driver of BIG!

12

Cloud • Virtualization• Convergence

Mobility • Context• Commerce

Smart • Sensors• Decisions

Feb-11© IDC

What’s So Appealing About CloudWhat’s So Appealing About Cloud

13

Source: IDC’s IT Cloud Services Survey, Q2 2010 (# 225021)

N = 219

Feb-11© IDC

Netflix and the CloudNetflix and the Cloud

14

Feb ’09 – 10 Million Users (2nd

Datacenter?)

Feb ’07 – 1 Billionth DVD

Late ’08 – 1 Data Center

May ’08 – 1st Set-top box to stream

Feb-11© IDC


15

Feb ’09 – 10 Million Users (2nd

Datacenter?)

Feb ’07 – 1 Billionth DVD

Apr ’09 – 2 Billionth DVD

Late ’08 – 1 Data Center

May ’08 – 1st Set-top box to stream

Late ’10 –

-Anonymous

Amazon AWS

“What I need is an exact list of specific unknown problems we might encounter”

Feb-11© IDC


16

1. We needed to re-architect, which allowed us to question everything, including whether to keep building out our own data center solution.

2. Letting Amazon focus on data center infrastructure allows our engineers to focus on building and improving our business.

3. We’re not very good at predicting customer growth or device engagement.

4. We think cloud computing is the future.Driving Netlix’s Decision

Feb-11© IDC

Consuming the Right Content at the Right TimeConsuming the Right Content at the Right Time

17

Cloud• Virtualization• Convergence

Mobility • Context• Commerce

Smart• Sensors• Decisions

Feb-11© IDC

Devices Communicating at any given time (2012)– excluding enterprise datacenters

Devices Communicating at any given time (2012)– excluding enterprise datacenters

Mobile Devices (4.2B)

Computers (1.9B)

Entertainment (1.3B)

Home Networking (1.0B)

Toys/Appliances (0.8B)

VoIP (0.7B)

Industrial/Auto (0.2B)

Over 10 bi l l i on devi ces connected and sendi ng/r equest i ng dat a

Feb-11© IDC

Fueling the Digital Universe (2020)Fueling the Digital Universe (2020)

MediaCamerasDataMusicVoice CaptureOther

19

48.8%

30.8%

20.1%

0.0% 0.1%0.2%

2020 35 ZB


Feb-11© IDC

Digital Universe Growth –Content vs # of FilesDigital Universe Growth –Content vs # of Files

1

10

100

1,000

10,000

100,000

1,000,000

10,000,000

100,000,000

1,000,000,000

10,000,000,000

100,000,000,000

2005

2006

2007

2008

2009

2010

2011

2012

2013

2014

2015

2016

2017

2018

2019

2020

WW Content CreationWW Files


# of F iles (M)

200 Trillion in 200915 Q uintillion in 2020!

35 Zetabytes

Feb-11© IDC 21

Feb-11© IDC

Capturing Real-time Value in a Connected WorldCapturing Real-time Value in a Connected World

Soft drink system that allows consumers over 100 different product variations

“Made to order” drinks

Sensors report machine state

Data instantly reported to prod development and marketing (real time research)

Analytics applied to predict demand profiles

Feb-11© IDC

LinkedIn Swarm Analysis – Real Time Visual AnalyticsLinkedIn Swarm Analysis – Real Time Visual Analytics

23

LinkedIn Swarm visualizes LinkedIn’s most recent company and titles searches, jobs posted, blog entries and shared as a moving “tag cloud”, or rather a “tag swarm” and it cycles through a variety of topics automatically.

Source: http://blog.linkedin.com/2011/01/25/linkedin-swarm/

Feb-11© IDC

Consuming the Right Content at the Right time - CONTEXTConsuming the Right Content at the Right time - CONTEXT

24

Cloud •Virtualization•Convergence

Mobility•Context•Commerce

Smart •Sensors•Decisions

Feb-11© IDC

Smart in the Wake of TragedySmart in the Wake of Tragedy

25

Aug 1, 2007, I-35W Mississippi river bridge collapsed during rush hour.

5th busiest bridge in the state, carrying 140,000 vehicles daily.

13 people killed and 145 injured.

The new bridge opened September 19, 2008 at a cost of over $200M

Feb-11© IDC

Smart TechnologySmart Technology

26

323 sensors with nearly 500 channels of information flow possible.Data file sizes which are being stored each day:Dynamic data = ~500 MB/day -- SOFO Static = ~7 MB/day -- VW Static = ~0.5 MB/day These amounts are based on hourly static readings, and dynamic readings at 100 Hz for accelerometers and 4 Hz for the LPs and strain gages.

Feb-11© IDC

Last Agenda ItemLast Agenda Item

Cloud

• Public/Private

• Security/Privacy

Content

• How Much?• What Kind?

Context

• Metadata• Sensors


What is Driving Big IT?

Feb-11© IDC

There is a real cost to store all this Data – MORE EFFICIENCY is neededThere is a real cost to store all this Data – MORE EFFICIENCY is needed

Source: IDC September, 2010 - Doc #225016, “A Plateau in Sight for the Rising Costs Power and Cool the World's External Storage?”

$0M$500M$1,000M$1,500M$2,000M$2,500M$3,000M$3,500M$4,000M$4,500M$5,000M

0PB20,000PB40,000PB60,000PB80,000PB

100,000PB120,000PB140,000PB160,000PB180,000PB

1999

2000

2001

2002

2003

2004

2005

2006

2007

2008

2009

2010

e20

11e

2012

e20

13e

2014

e

Installed base of Ext. Storage WW Cost to Power and Cool

$60.79/yr ??

$1.7M = The av g . cost to acquire 1PB of enterprise external storage in 2010

$130K = The cost to power and cool 1PB of external storage in 2010

Installed PBs vs . Cost to Power and Cool(C o n te x t = W W E n terpris e E x tern a l S tora g e)

Feb-11© IDC

0%

10%

20%

30%

40%

50%

20102020

LockdownConfidentialCustodialCompliancePrivacy (email address on a Youtube upload)

(emails that might be discoverable in litigation)

(account information – could lead to ID theft)

(trade secrets, customer lists, secret memos)

(financial transactions, medical, military)

The Need for Information SecurityThe Need for Information SecurityPercentage of the Digital UniversePercentage of the Digital Universe


Feb-11© IDC

Embedded 25+ billion

Other CE 2.0 billion

Phones 2.6 billion

PCs 1.9 billion

Billions of Interactions….Billions of SensorsBillions of Interactions….Billions of Sensors

Billions of C onnected Devices , 2020

200B Big T hings

1-5 x People

<1 x People

< .5 x People

TAM

Feb-11© IDC

• enabling massive connectivity• grows at a 40% CAGR to 35ZB in 2020 (Meta data

fastest growing segment – massive management of files)• aware is critical to enabling consumption of the right data

at the right time. (Meta data will be critical in defining context and optimizing commerce opportunity)

• A drive for more • The dire need for • Big Data apps must be • Ability to manage, analyze, and make decisions on data that is

captured via , devices, and machines – but must be smart about it.

Summary and ConclusionSummary and Conclusion

One of the top dynamics driving Big IT:

Opportunities upon which to focus:

CONSUMPTIONCloudContent

Context

efficiencysecurity and privacy

cloud-friendly

BILLIO NS of sensors

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