Welcome!

SDN Journal Authors: Elizabeth White, Liz McMillan, David Paquette, Sal Fernando, Nate Lindstrom

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
SYS-CON Events announced today that Isomorphic Software will exhibit at DevOps Summit at 19th International Cloud Expo, which will take place on November 1–3, 2016, at the Santa Clara Convention Center in Santa Clara, CA. Isomorphic Software provides the SmartClient HTML5/AJAX platform, the most advanced technology for building rich, cutting-edge enterprise web applications for desktop and mobile. SmartClient combines the productivity and performance of traditional desktop software with the simp...
Why do your mobile transformations need to happen today? Mobile is the strategy that enterprise transformation centers on to drive customer engagement. In his general session at @ThingsExpo, Roger Woods, Director, Mobile Product & Strategy – Adobe Marketing Cloud, covered key IoT and mobile trends that are forcing mobile transformation, key components of a solid mobile strategy and explored how brands are effectively driving mobile change throughout the enterprise.
With so much going on in this space you could be forgiven for thinking you were always working with yesterday’s technologies. So much change, so quickly. What do you do if you have to build a solution from the ground up that is expected to live in the field for at least 5-10 years? This is the challenge we faced when we looked to refresh our existing 10-year-old custom hardware stack to measure the fullness of trash cans and compactors.
The emerging Internet of Everything creates tremendous new opportunities for customer engagement and business model innovation. However, enterprises must overcome a number of critical challenges to bring these new solutions to market. In his session at @ThingsExpo, Michael Martin, CTO/CIO at nfrastructure, outlined these key challenges and recommended approaches for overcoming them to achieve speed and agility in the design, development and implementation of Internet of Everything solutions wi...
Cloud computing is being adopted in one form or another by 94% of enterprises today. Tens of billions of new devices are being connected to The Internet of Things. And Big Data is driving this bus. An exponential increase is expected in the amount of information being processed, managed, analyzed, and acted upon by enterprise IT. This amazing is not part of some distant future - it is happening today. One report shows a 650% increase in enterprise data by 2020. Other estimates are even higher....
With over 720 million Internet users and 40–50% CAGR, the Chinese Cloud Computing market has been booming. When talking about cloud computing, what are the Chinese users of cloud thinking about? What is the most powerful force that can push them to make the buying decision? How to tap into them? In his session at 18th Cloud Expo, Yu Hao, CEO and co-founder of SpeedyCloud, answered these questions and discussed the results of SpeedyCloud’s survey.
Today we can collect lots and lots of performance data. We build beautiful dashboards and even have fancy query languages to access and transform the data. Still performance data is a secret language only a couple of people understand. The more business becomes digital the more stakeholders are interested in this data including how it relates to business. Some of these people have never used a monitoring tool before. They have a question on their mind like “How is my application doing” but no id...
DevOps at Cloud Expo, taking place Nov 1-3, 2016, at the Santa Clara Convention Center in Santa Clara, CA, is co-located with 19th Cloud Expo and will feature technical sessions from a rock star conference faculty and the leading industry players in the world. The widespread success of cloud computing is driving the DevOps revolution in enterprise IT. Now as never before, development teams must communicate and collaborate in a dynamic, 24/7/365 environment. There is no time to wait for long dev...
Identity is in everything and customers are looking to their providers to ensure the security of their identities, transactions and data. With the increased reliance on cloud-based services, service providers must build security and trust into their offerings, adding value to customers and improving the user experience. Making identity, security and privacy easy for customers provides a unique advantage over the competition.
Qosmos has announced new milestones in the detection of encrypted traffic and in protocol signature coverage. Qosmos latest software can accurately classify traffic encrypted with SSL/TLS (e.g., Google, Facebook, WhatsApp), P2P traffic (e.g., BitTorrent, MuTorrent, Vuze), and Skype, while preserving the privacy of communication content. These new classification techniques mean that traffic optimization, policy enforcement, and user experience are largely unaffected by encryption. In respect wit...
SYS-CON Events announced today that StarNet Communications will exhibit at the 19th International Cloud Expo, which will take place on November 1–3, 2016, at the Santa Clara Convention Center in Santa Clara, CA. StarNet Communications’ FastX is the industry first cloud-based remote X Windows emulator. Using standard Web browsers (FireFox, Chrome, Safari, etc.) users from around the world gain highly secure access to applications and data hosted on Linux-based servers in a central data center. ...
SYS-CON Events announced today that 910Telecom will exhibit at the 19th International Cloud Expo, which will take place on November 1–3, 2016, at the Santa Clara Convention Center in Santa Clara, CA. Housed in the classic Denver Gas & Electric Building, 910 15th St., 910Telecom is a carrier-neutral telecom hotel located in the heart of Denver. Adjacent to CenturyLink, AT&T, and Denver Main, 910Telecom offers connectivity to all major carriers, Internet service providers, Internet backbones and ...
Traditional on-premises data centers have long been the domain of modern data platforms like Apache Hadoop, meaning companies who build their business on public cloud were challenged to run Big Data processing and analytics at scale. But recent advancements in Hadoop performance, security, and most importantly cloud-native integrations, are giving organizations the ability to truly gain value from all their data. In his session at 19th Cloud Expo, David Tishgart, Director of Product Marketing ...
Almost two-thirds of companies either have or soon will have IoT as the backbone of their business in 2016. However, IoT is far more complex than most firms expected. How can you not get trapped in the pitfalls? In his session at @ThingsExpo, Tony Shan, a renowned visionary and thought leader, will introduce a holistic method of IoTification, which is the process of IoTifying the existing technology and business models to adopt and leverage IoT. He will drill down to the components in this fra...
StarNet Communications Corp has announced the addition of three Secure Remote Desktop modules to its flagship X-Win32 PC X server. The new modules enable X-Win32 to safely tunnel the remote desktops from Linux and Unix servers to the user’s PC over encrypted SSH. Traditionally, users of PC X servers deploy the XDMCP protocol to display remote desktop environments such as the Gnome and KDE desktops on Linux servers and the CDE environment on Solaris Unix machines. XDMCP is used primarily on comp...
DevOps at Cloud Expo – being held November 1-3, 2016, at the Santa Clara Convention Center in Santa Clara, CA – announces that its Call for Papers is open. Born out of proven success in agile development, cloud computing, and process automation, DevOps is a macro trend you cannot afford to miss. From showcase success stories from early adopters and web-scale businesses, DevOps is expanding to organizations of all sizes, including the world's largest enterprises – and delivering real results. Am...
Internet of @ThingsExpo, taking place November 1-3, 2016, at the Santa Clara Convention Center in Santa Clara, CA, is co-located with 19th Cloud Expo and will feature technical sessions from a rock star conference faculty and the leading industry players in the world. The Internet of Things (IoT) is the most profound change in personal and enterprise IT since the creation of the Worldwide Web more than 20 years ago. All major researchers estimate there will be tens of billions devices - comp...
As the world moves toward more DevOps and Microservices, application deployment to the cloud ought to become a lot simpler. The Microservices architecture, which is the basis of many new age distributed systems such as OpenStack, NetFlix and so on, is at the heart of Cloud Foundry - a complete developer-oriented Platform as a Service (PaaS) that is IaaS agnostic and supports vCloud, OpenStack and AWS. Serverless computing is revolutionizing computing. In his session at 19th Cloud Expo, Raghav...
Data is the fuel that drives the machine learning algorithmic engines and ultimately provides the business value. In his session at Cloud Expo, Ed Featherston, a director and senior enterprise architect at Collaborative Consulting, will discuss the key considerations around quality, volume, timeliness, and pedigree that must be dealt with in order to properly fuel that engine.
There is growing need for data-driven applications and the need for digital platforms to build these apps. In his session at 19th Cloud Expo, Muddu Sudhakar, VP and GM of Security & IoT at Splunk, will cover different PaaS solutions and Big Data platforms that are available to build applications. In addition, AI and machine learning are creating new requirements that developers need in the building of next-gen apps. The next-generation digital platforms have some of the past platform needs a...