Welcome!

SDN Journal Authors: Nicole Bryan, Liz McMillan, Elizabeth White, Pat Romanski, Greg Schulz

Blog Feed Post

Where are we in the roll out of SDN?

[This post was originally written for and published on The Rayno Report.]

Software Defined Networking (SDN) has quickly spawned what appears in some respects to be a cottage industry of would-be disruptors to the more traditional networking approaches. With hundreds of millions of dollars in venture capital flowing into the space and dozens of infrastructure companies now vying to be the preeminent SDN vendor, how can anyone — customers or investors — predict who the breakout players will be?

 SDN is a How, Not a What

The most basic thing that potential customers and investors need to understand is that SDN reflects how solutions work, not what their fundamental purpose is. Whether or not something is SDN is almost immaterial to the role that the device or solution plays. Indeed, most common networking problems can be solved with both legacy solutions and their SDN counterparts.

Think about SDN like the type of engine in a car. For most buyers, it’s a detail that gets weighed along with how much cargo space there is and how many cup holders are available. For others, the distinction between a V6 and a V8 is hugely important. But even in the latter case, the type of engine typically serves as a proxy for how much power or acceleration the car has. The real objective is not the engine but what the engine provides.

Generalized Networking

Because the industry is focused on how SDN applies to generalized networking, there has been an over-rotation towards a vague set of use cases. These use cases are broadly applicable, which has the benefit of positioning SDN in lots of places. However, because they lack specificity, they don’t constitute a plan that people can readily say “yes” to.

The result is that there are an awful lot of companies pitching generalized SDN solutions that fit everywhere and nowhere all at once. The fear this evokes on the buy side is one of forklift upgrades or rip-and-replace solutions. The buy-in required to authorize a total change in direction is huge. It goes well beyond just the technical buyer. To displace an entire vendor, you frequently have to get political air cover, sometimes from someone as high up as the CEO.

Small companies won’t generally have the clout to unseat an incumbent in this type of setting, barring a solution that is an order of magnitude faster, cheaper and more scalable.

Specialized Use Cases

If generalized networking isn’t going to be successful, then what will be? SDN deployments (especially those early on) will be focused on very narrow use cases. It might be a specific application (HP and Brocade have focused on Lync, for example) or may be a very specific deployment scenario (such as lighting dark fiber between buildings on a campus). The more specific the use case, the easier it is for potential buyers to say “yes.”

The challenge, of course, is that no one wants to narrow their target addressable market (TAM). When you are a startup seeking funding, claiming your target addressable market consists of all Ethernet switching makes it easy to put up a multi-billion-dollar opportunity. If you narrow that to only those deployments where dark fiber needs to be lit up between data centers, you shrink your TAM.

What is Success?

However, success in the business world is not measured by TAM. Zero percent of a massive TAM is still zero dollars. Startups need to get cash into the company early. Those early deployments are important because they force an iteration of the product and provide success stories and customer references from which to build. Without these wins, it is easier to make continual, even meaningful, progress without ever making any money.

So Who Will Break Out?

The companies that will break away from the SDN peloton are the ones who focus on getting deployments in the real world. A narrow set of use cases trumps a massive TAM in this case even if the former is a lot less sexy.

Customers and investors should ask questions about the overarching value proposition. If the answers are always framed in the general case, it is likely that the solution is aimed at the general networking space. And aiming at something so large is not that different than aiming at nothing at all.

Instead, vendors should ask questions about target customers. Is there a repeatable use case that has traction among multiple customers? Or is every deployment a snowflake, unique to the set of conditions that created it? Breakout success requires scaling the business, and scaling means making things repeatable.

Finally, the standard questions about customer references should be present. This is not because of the specific references so much as what they indicate. Vendors that can push past the analysis paralysis that so many SDN buyers are facing typically have a solution that is scoped narrowly enough to get a “yes.” That, more than anything perhaps, is an early indicator of success.

[Today's fun fact: The highest denomination of US currency is $100,000. If I had one, I would buy something off the dollar menu and ask for change.]

The post Where are we in the roll out of SDN? appeared first on Plexxi.

Read the original blog entry...

More Stories By Michael Bushong

The best marketing efforts leverage deep technology understanding with a highly-approachable means of communicating. Plexxi's Vice President of Marketing Michael Bushong has acquired these skills having spent 12 years at Juniper Networks where he led product management, product strategy and product marketing organizations for Juniper's flagship operating system, Junos. Michael spent the last several years at Juniper leading their SDN efforts across both service provider and enterprise markets. Prior to Juniper, Michael spent time at database supplier Sybase, and ASIC design tool companies Synopsis and Magma Design Automation. Michael's undergraduate work at the University of California Berkeley in advanced fluid mechanics and heat transfer lend new meaning to the marketing phrase "This isn't rocket science."

@CloudExpo Stories
SaaS companies can greatly expand revenue potential by pushing beyond their own borders. The challenge is how to do this without degrading service quality. In his session at 18th Cloud Expo, Adam Rogers, Managing Director at Anexia, discussed how IaaS providers with a global presence and both virtual and dedicated infrastructure can help companies expand their service footprint with low “go-to-market” costs.
IoT offers a value of almost $4 trillion to the manufacturing industry through platforms that can improve margins, optimize operations & drive high performance work teams. By using IoT technologies as a foundation, manufacturing customers are integrating worker safety with manufacturing systems, driving deep collaboration and utilizing analytics to exponentially increased per-unit margins. However, as Benoit Lheureux, the VP for Research at Gartner points out, “IoT project implementers often ...
It's easy to assume that your app will run on a fast and reliable network. The reality for your app's users, though, is often a slow, unreliable network with spotty coverage. What happens when the network doesn't work, or when the device is in airplane mode? You get unhappy, frustrated users. An offline-first app is an app that works, without error, when there is no network connection. In his session at 18th Cloud Expo, Bradley Holt, a Developer Advocate with IBM Cloud Data Services, discussed...
Basho Technologies has announced the latest release of Basho Riak TS, version 1.3. Riak TS is an enterprise-grade NoSQL database optimized for Internet of Things (IoT). The open source version enables developers to download the software for free and use it in production as well as make contributions to the code and develop applications around Riak TS. Enhancements to Riak TS make it quick, easy and cost-effective to spin up an instance to test new ideas and build IoT applications. In addition to...
University of Colorado Athletics has selected FORTRUST, Colorado’s only Tier III Gold certified data center, as their official data center and colocation services provider, FORTRUST announced today. A nationally recognized and prominent collegiate athletics program, CU provides a high quality and comprehensive student-athlete experience. The program sponsors 17 varsity teams and in their history, the Colorado Buffaloes have collected an impressive 28 national championships. Maintaining uptime...
As organizations shift towards IT-as-a-service models, the need for managing and protecting data residing across physical, virtual, and now cloud environments grows with it. Commvault can ensure protection, access and E-Discovery of your data – whether in a private cloud, a Service Provider delivered public cloud, or a hybrid cloud environment – across the heterogeneous enterprise. In his general session at 18th Cloud Expo, Randy De Meno, Chief Technologist - Windows Products and Microsoft Part...
Edge Hosting has announced a partnership with and the availability of CloudFlare, a web application firewall, CDN and DDoS mitigation service. “This partnership enhances Edge Hosting’s world class, perimeter layer, application (layer 7) defensive mechanism,” said Mark Houpt, Edge Hosting CISO. “The goal was to enable a new layer of customer controlled defense and compliance through the application of DDoS filters and mitigations, the web application firewall (WAF) feature and the added benefit ...
Presidio has received the 2015 EMC Partner Services Quality Award from EMC Corporation for achieving outstanding service excellence and customer satisfaction as measured by the EMC Partner Services Quality (PSQ) program. Presidio was also honored as the 2015 EMC Americas Marketing Excellence Partner of the Year and 2015 Mid-Market East Partner of the Year. The EMC PSQ program is a project-specific survey program designed for partners with Service Partner designations to solicit customer feedbac...
In his general session at 18th Cloud Expo, Lee Atchison, Principal Cloud Architect and Advocate at New Relic, discussed cloud as a ‘better data center’ and how it adds new capacity (faster) and improves application availability (redundancy). The cloud is a ‘Dynamic Tool for Dynamic Apps’ and resource allocation is an integral part of your application architecture, so use only the resources you need and allocate /de-allocate resources on the fly.
Machine Learning helps make complex systems more efficient. By applying advanced Machine Learning techniques such as Cognitive Fingerprinting, wind project operators can utilize these tools to learn from collected data, detect regular patterns, and optimize their own operations. In his session at 18th Cloud Expo, Stuart Gillen, Director of Business Development at SparkCognition, discussed how research has demonstrated the value of Machine Learning in delivering next generation analytics to imp...
It is one thing to build single industrial IoT applications, but what will it take to build the Smart Cities and truly society changing applications of the future? The technology won’t be the problem, it will be the number of parties that need to work together and be aligned in their motivation to succeed. In his Day 2 Keynote at @ThingsExpo, Henrik Kenani Dahlgren, Portfolio Marketing Manager at Ericsson, discussed how to plan to cooperate, partner, and form lasting all-star teams to change t...
In his keynote at 18th Cloud Expo, Andrew Keys, Co-Founder of ConsenSys Enterprise, provided an overview of the evolution of the Internet and the Database and the future of their combination – the Blockchain. Andrew Keys is Co-Founder of ConsenSys Enterprise. He comes to ConsenSys Enterprise with capital markets, technology and entrepreneurial experience. Previously, he worked for UBS investment bank in equities analysis. Later, he was responsible for the creation and distribution of life sett...
Digital Initiatives create new ways of conducting business, which drive the need for increasingly advanced security and regulatory compliance challenges with exponentially more damaging consequences. In the BMC and Forbes Insights Survey in 2016, 97% of executives said they expect a rise in data breach attempts in the next 12 months. Sixty percent said operations and security teams have only a general understanding of each other’s requirements, resulting in a “SecOps gap” leaving organizations u...
There are several IoTs: the Industrial Internet, Consumer Wearables, Wearables and Healthcare, Supply Chains, and the movement toward Smart Grids, Cities, Regions, and Nations. There are competing communications standards every step of the way, a bewildering array of sensors and devices, and an entire world of competing data analytics platforms. To some this appears to be chaos. In this power panel at @ThingsExpo, moderated by Conference Chair Roger Strukhoff, Bradley Holt, Developer Advocate a...
You are moving to the Cloud. The question is not if, it’s when. Now that your competitors are in the cloud and lapping you, your “when” better hurry up and get here. But saying and doing are two different things. In his session at @DevOpsSummit at 18th Cloud Expo, Robert Reeves, CTO of Datical, explained how DevOps can be your onramp to the cloud. By adopting simple, platform independent DevOps strategies, you can accelerate your move to the cloud. Spoiler Alert: He also makes sure you don’t...
Creating replica copies to tolerate a certain number of failures is easy, but very expensive at cloud-scale. Conventional RAID has lower overhead, but it is limited in the number of failures it can tolerate. And the management is like herding cats (overseeing capacity, rebuilds, migrations, and degraded performance). Download Slide Deck: ▸ Here In his general session at 18th Cloud Expo, Scott Cleland, Senior Director of Product Marketing for the HGST Cloud Infrastructure Business Unit, discusse...
Connected devices and the industrial internet are growing exponentially every year with Cisco expecting 50 billion devices to be in operation by 2020. In this period of growth, location-based insights are becoming invaluable to many businesses as they adopt new connected technologies. Knowing when and where these devices connect from is critical for a number of scenarios in supply chain management, disaster management, emergency response, M2M, location marketing and more. In his session at @Th...
The cloud market growth today is largely in public clouds. While there is a lot of spend in IT departments in virtualization, these aren’t yet translating into a true “cloud” experience within the enterprise. What is stopping the growth of the “private cloud” market? In his general session at 18th Cloud Expo, Nara Rajagopalan, CEO of Accelerite, explored the challenges in deploying, managing, and getting adoption for a private cloud within an enterprise. What are the key differences between wh...
More and more companies are looking to microservices as an architectural pattern for breaking apart applications into more manageable pieces so that agile teams can deliver new features quicker and more effectively. What this pattern has done more than anything to date is spark organizational transformations, setting the foundation for future application development. In practice, however, there are a number of considerations to make that go beyond simply “build, ship, and run,” which changes ho...
"A lot of times people will come to us and have a very diverse set of requirements or very customized need and we'll help them to implement it in a fashion that you can't just buy off of the shelf," explained Nick Rose, CTO of Enzu, in this SYS-CON.tv interview at 18th Cloud Expo, held June 7-9, 2016, at the Javits Center in New York City, NY.