WHERE THE CLOUD THINGS ARE

いんたーねっとのあるところ

November 09, 2009

Where the Cloud Things are

Kazuhiro Fujie

November 09, 2009

 Brief
• 本書はPaaSと呼称される概要説明として、それを
声高に提唱するリーディングカンパニーでもある
Salesforce社が提供するCRMサービスをカスタマ
イズするために存在するForce.comに代表される
それら範疇を御紹介します。興味を持つ方へ、と
ある見解を説き、各々の理解を導く架け橋となる
べく無心しております。個々の特徴を把握するこ
とで適用の取り舵を相応しい方向へ促すものと
なることを意図しており、それを期待しています。
• 但し、時折脱線します。
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WHERE THE CLOUD THINGS ARE
 FIFTH ELEMENTS
TIME IS NOT IMPORTANT, ONLY LIFE IS IMPORTANT.
November 09, 2009
 Fifth Elements
• Web 2.0
• Cloud Services
• PaaS
• Force.com
• Salesforce CRM

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WHERE THE CLOUD THINGS ARE
 Web 2.0

Paradigm Shift

November 09, 2009

 Web 2.0 Brought Any
• Long Tail, Mash-up, Folksonomy, Wisdom
of Crowds
– The Web As Platform
– Data is the Next Intel Inside
– End of the Software Release Cycle
– Services, not packaged software, with cost-
effective scalability
– The Perpetual Beta
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WHERE THE CLOUD THINGS ARE
Paradigm Shift

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WHERE THE CLOUD THINGS ARE
Digital Copy is the Real Thing

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WHERE THE CLOUD THINGS ARE
Analog Copy is a Counterfeit

Mona Lisa

November 09, 2009

Digital Copy is the Real Thing

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WHERE THE CLOUD THINGS ARE
Digital Copy is the Real Thing

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WHERE THE CLOUD THINGS ARE
Digital Copy is the Real Thing

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WHERE THE CLOUD THINGS ARE
 CLOUD SERVICES
ENTIRE THE WORLD WIDE WEB
November 09, 2009
Life in a web 2.0 world :-)

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WHERE THE CLOUD THINGS ARE
Web Trend Map 2007 Version 2.0

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WHERE THE CLOUD THINGS ARE
Web Trend Map 3

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WHERE THE CLOUD THINGS ARE
Web Trend Map 4

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WHERE THE CLOUD THINGS ARE
 Cloud Services
• Amazon CloudFront
• Amazon Elastic Compute Cloud (EC2)
• Amazon Simple Storage Service (S3)
• Elastic Server
• FlexiScale
• GoGrid
• Google App Engine
• GridLayer
• Softlayer CloudLayer
• The Rackspace Cloud
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WHERE THE CLOUD THINGS ARE
 PLATFROM AS A SERVICE
SAAS, PAAS, IAAS, HAAS, GAAS, EAAS, XAAS, AAAS, BAAS, CAAS, KAAS
November 09, 2009
 PaaS

Platform as a Service

November 09, 2009

 PaaS
• Web 2.0 spawn SaaS and Cloud
– Software as a Service
– Services, not packaged software, with cost-
effective scalability
• PaaS belongs Web 2.5
– Platform as a Service
– Data is the Next Intel Inside
– Salesforce.com jump start the PaaS

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WHERE THE CLOUD THINGS ARE
 PaaS Providers
• Caspio, Inc : Caspio (pre-built applications)
• Express Dynamics. : WorkXpress (PHP, MySQL)
• Google : Google App Engine (Python, Java)
• Heroku : Heroku (Ruby on Rails)
• Intuit Inc. : QuickBase (on-line database)
• Microsoft : Windows Azure Platform (.NET)
• Rollbase, Inc. : Rollbase (pre-built applications)
• Salesforce.com : Force.com (Visualforce, Apex)
• Wolf Frameworks : Wolf Frameworks (.NET)

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WHERE THE CLOUD THINGS ARE
 The Points of PaaS
• Data Store Function
– Data Access Interface, also Database Impl.
• Development Environments, Frameworks
• Restriction
– Some limits or quotas for Multi-tenancy.
• Authentication
– Authorization, access control, …
• Parallel Processing
– Functional Programming Language, …

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WHERE THE CLOUD THINGS ARE
 MAJOR INSTANCES AS PAAS
SALESFORCE, GOOGLE, MICROSOFT AND AMAZON
November 09, 2009
Cloud Types

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WHERE THE CLOUD THINGS ARE
Cloud Types plus

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WHERE THE CLOUD THINGS ARE
 FORCE.COM
SALESFORCE SAID PAAS FIRST.
November 09, 2009
Force.com

Salesforce.com

November 09, 2009

 Availability Timeframe
• Salesforce.com was found Apr, 1999.
• on-line SFA application launch Jun, 2000.
• Force.com launch Sep, 2007.
• Force.com Apex launch Nov, 2008.
• Salesforce for Google Apps announce Apr,
2009.
• …
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WHERE THE CLOUD THINGS ARE
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WHERE THE CLOUD THINGS ARE
Force.com

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WHERE THE CLOUD THINGS ARE
Salesforce SFA/CRM

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WHERE THE CLOUD THINGS ARE
Run Force Run

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WHERE THE CLOUD THINGS ARE
 Development
• Visualforce (Force.com pages)
– Specific Mark-up Tags. (like JSP/JSF)
– View (MVC), Web Pages
• Apex (Force.com code)
– Specific language, scripts. (like Java)
– Controller (MVC), (Database) Trigger, and
Some Logic.
– Interpreter on VM (VM on VM)

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WHERE THE CLOUD THINGS ARE
Visualforce architecture

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WHERE THE CLOUD THINGS ARE
Visualforce Pages

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WHERE THE CLOUD THINGS ARE
Apex architecture

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WHERE THE CLOUD THINGS ARE
Apex Scripts

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WHERE THE CLOUD THINGS ARE
 Development Environment
• Force.com Builder
– Need just Browser.
• Visualforce Page Editor
– Need just Browser.
• Eclipse
– Europa (3.3), Ganymede (3.4)
– Force.com IDE
• Subversion, Ant, Firebug, etc…
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WHERE THE CLOUD THINGS ARE
 Data Store
• Database Services
– Un-reveal Impl. (special tuned RDBMS.)
– sObject (Salesforce Object)
• Specific OR-mapping (surmise)
– DML statement (insert, update, upsert, delete)
– SOQL (Salesforce Object Query Language)
• Like SQL
– SOSL (Salesforce Object Search Language)
• Like Find sentence.
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WHERE THE CLOUD THINGS ARE
 Force.com Elements
• Database Services
• Visualforce
• Apex
• Application Framework
• Web Services API
• Packaging

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WHERE THE CLOUD THINGS ARE
 Data Integration
• Web Services API
• Salesforce provides
– Apex Data Loader, AppExchange
• 3rd party tools
– ODBC driver, EAI/ETL tools, …
• Related Services
– Sky on Demand, …

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WHERE THE CLOUD THINGS ARE
 Essential Force.com
• Customization Framework
– for Salesforce CRM Application
• Governor limits for multi-tenancy.
• And also Salesforce.com loves Google.
– Google Salesforce alliance.
– it is a one-sided love…
– Zoho rage against Salesforce
– Microsoft, the Behind.
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WHERE THE CLOUD THINGS ARE
GOOGLE APP ENGINE
GOOGLE
November 09, 2009
 GAE

Google App Engine

November 09, 2009

 Availability Timeframe
• Preview Release Apr, 2008.
• Charged Services Release Feb, 2009.
• Java version Release Apr, 2009.

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WHERE THE CLOUD THINGS ARE
Google App Engine (GAE)

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WHERE THE CLOUD THINGS ARE
 Development
• Python (2.5), the Django framework
• Java (Java 5 and Java 6)
• JVM
– Groovy, Scala (Functional Programming
Language), Rhino (JavaScript), Quercus (PHP),
Clojure (LISP), Jython (Python), JRuby (Ruby)
• Java Servlet
– Java Servlet 2.5, JavaServer Pages (JSP) 2.1

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WHERE THE CLOUD THINGS ARE
 Development Environment
GAE/J
• JDK
– Java Developers Kit
• Eclipse
– Europa (3.3), Ganymede (3.4), Galileo (3.5)
– Google Plug-in for Eclipse
• Google App Engine Java SDK
• Subversion, Ant, …
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WHERE THE CLOUD THINGS ARE
 Data Store
• Datastore also known as “BigTable”
– Data Store as Key and Value
– BigTable On GFS (Google File System)
– GQL (Google Query Language) with Python
• JDO/JPA
– Java Data Object (JDO) 2.3, Java Persistence API
（JPA） 1.0
– DataNucleus Access Platform
– JDOQL (JDO Query Language)
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WHERE THE CLOUD THINGS ARE
 Features
• Specific Java APIs
– The Memcache Java API, The URL Fetch Java
API, The Mail Java API, The XMPP Java API,
The Images Java API, The Google Accounts
Java API, The Task Queue Java API
• Google Web Toolkit (GWT), Tapestry,
BlazeDS, …
• User Authentication (Google Accounts)
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WHERE THE CLOUD THINGS ARE
 Essential GAE/J
• For Web Application Only.
– Just web application framework layers.
• Java, JVM, Java Servlet, WAR, …
– Can uses your Java libraries (except JNI).
– Can build ordinary your web application.
(except JDBC).
• Google is monstrous vendor.
– Do it Google-self.

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WHERE THE CLOUD THINGS ARE
WINDOWS AZURE PLATFORM
MICROSOFT
November 09, 2009
Windows Azure Platform

Microsoft Windows
Azure Platform

November 09, 2009

 Availability Timeframe
• Release until end of 2009.
– Steve Ballmer, Microsoft CEO
• The Announcement will be at Microsoft PDC09
– The Professional Developers Conference
– November 17 - 19, 2009
– http://microsoftpdc.com/

• Production release at Jan, 2010.

– Billing release at Feb, 2010.

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WHERE THE CLOUD THINGS ARE
Windows Azure Platform
Overview

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WHERE THE CLOUD THINGS ARE
Windows Azure Fabric

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WHERE THE CLOUD THINGS ARE
 AppFabric
• AppFabric
– Fabric Controller + .NET Services, memcached.
• Web Role, Worker Role, VM Role (Raw VM).
• Web Role
– Application Server
– Windows Server 2008＋IIS＋ASP.NET Runtime + Fabric Agent
• Worker Role
– Batch or Heavy Calculation processing
• Windows Azure OS (Red Dog)
– Windows Server 2008 R2 (, Windows Vista, ) …
– Custom-made Hyper-V (Windows Azure VM)

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WHERE THE CLOUD THINGS ARE
Windows Azure Platform (Old)

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WHERE THE CLOUD THINGS ARE
 Development
• .NET
– .NET Framework, ASP.NET
– Visual Basic, C/C++, C#, F#
– Python, Ruby, PHP, Java …
• NO CLR（Common Language Runtime) with SQL
Azure
– Silverlight 4

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WHERE THE CLOUD THINGS ARE
 Development Environment
• Windows Server 2008 (Windows Vista)
• .NET Framework 3.5
• IIS 7.0
– ASP.NET, CGI, HTTP Activation
• Microsoft SQL Server 2008 (2005)
• Visual Studio 2008 (2010), Eclipse
• Azure SDK
• Windows Live Platform
– Live ID, Authentication
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WHERE THE CLOUD THINGS ARE
 Data Store
• Azure Storage
– Key, Value Store. Blob, Table, Queue
– ACE model (Authority/Container/Entity)
– Before : SQL Server Data Services (SDS)
– ADO.NET (ActiveX Data Objects .NET
Framework)
– LINQ (Language-INtegrated Query), …

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WHERE THE CLOUD THINGS ARE
 Relational Data Store
• SQL Azure
– RDB model (Relational DataBase)
– Microsoft SQL Server
– SQL
• Huton (code name)
– Data Sync between SQL Azure and SQL Server

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WHERE THE CLOUD THINGS ARE
 Essential Azure
• For Microsoft Windows Application.
– Used advantage that entered the market late.
– Own On-premise products move to Cloud Services.
• Adjoining land
– AppFabric connected on-premise and cloud services.
– Windows Server 2008, Windows Azure
– Microsoft SQL Server, SQL Azure
• Sidewinders
– Microsoft Dynamic CRM Online v.s. Salesforce CRM
– Microsoft xRM v.s. Force.com
– Act as a Brake on Google’s plan.
• Monopoly on Platform.
– Office tools too.

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WHERE THE CLOUD THINGS ARE
AMAZON WEB SERVICES
AMAZON
November 09, 2009
 AWS

Amazon Web Services

November 09, 2009

 Data Store
• Amazon Simple DB
– Cloud Data Store Service
– Key, Value Store.

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WHERE THE CLOUD THINGS ARE
 Relational Data Store
• Amazon Relational Database Service (RDS)
– Relational Data Store Service
– MySQL base. (full-featured)

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WHERE THE CLOUD THINGS ARE
 Storage Service
• Amazon Simple Storage Service (Amazon
S3)
– Storage Service
– File base.

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WHERE THE CLOUD THINGS ARE
 CRM
CUSTOMER RELATIONSHIP MANAGEMENT
November 09, 2009
 CRM
• CRM : Customer Relationship Management
• 顧客関係管理
• CRMシステムはその情報収集を手伝うだけ。
• 目的を達成するには、収集した情報を元にデー
タ分析を行い、現場に於けるマーケティングアク
ションプランを指示する人が必要です。
• CRMマーケターという人材が重要
• 以上、「5分で絶対に分かるCRM」より
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WHERE THE CLOUD THINGS ARE
 Salesforce CRM

Welcome to the world's most popular CRM

November 09, 2009

 The world's #1 sales application
• And best of all, because it's all in the cloud,
there’s no need for expensive hardware or
software. No wonder 63,200 companies
have made the Sales Cloud the world's
most-popular sales application.

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WHERE THE CLOUD THINGS ARE
 CRM on SaaS
• Oracle CRM on Demand
– Siebel CRM On Demand
– http://crmondemand.oracle.com/en/index.htm

• Microsoft Dynamics CRM Online

– xRM Application Services
– http://crm.dynamics.com/

• NetSuite CRM+
– http://www.netsuite.com/portal/home.shtml

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WHERE THE CLOUD THINGS ARE
Can’t get enough?

Demo

November 09, 2009

HAVE SOMETHING ON YOUR CHEST? UPTIME CHARGE, ETC.
November 09, 2009
 Consideration

Uptime, Charge, etc…

November 09, 2009

 equal to or greater than 99 %
but less than 99.9 %
• 1 year = 365 days * 24 hours = 8760
hours/year
• 99 %
– 1 % = 3.65 days/year = 87.6 hours/year
• 99.9 %
– 0.1 % = 8.76 hours/year
• 99.99 %
– 0.01 % = 0.876 hours/year = 52.56 minutes/year
• 99.999 %
– 0.001 % = 0.0876 hours/year = 5.256 minutes/year

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WHERE THE CLOUD THINGS ARE
Trust.salesforce.com

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WHERE THE CLOUD THINGS ARE
 Pricing Salesforce
• Salesforce CRM
–…
– Enterprise Edition (EE) $125/user/month
– Unlimited Edition (UE) $250/user/month

• Force.com
– Free edition
– Enterprise Edition (EE) $50/user/month
– Unlimited Edition (UE) $75/user/month

• Options
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WHERE THE CLOUD THINGS ARE
 Pricing GAE
• The cost for computing
resources is as follows:
–Resource Unit Unit Cost
– Outgoing Bandwidth gigabytes $0.12
– Incoming Bandwidth gigabytes $0.10
– CPU Time CPU hours $0.10
– Stored Data gigabytes per month $0.15
– Recipients Emailed recipients
$0.0001

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WHERE THE CLOUD THINGS ARE
 Pricing Windows Azure
• Consumption-based outline
– Compute = $0.12 / hour
– Storage = $0.15 / GB stored / month
– Storage Transactions = $0.01 / 10K
– Bandwidth = $0.10 in / $0.15 out / GB

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WHERE THE CLOUD THINGS ARE
 Pricing SQL Azure
• Web Edition:
– Up to 1 GB relational database = $9.99 / month

• Business Edition:
– Up to 10 GB relational database = $99.99 / month

• Bandwidth
– = $0.10 in / $0.15 out / GB

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WHERE THE CLOUD THINGS ARE
 Pricing Amazon S3
• Storage:
– $0.150 per GB - first 50 TB / month of storage used.
• Data Transfer:
– $0.100 per GB - all data transfer in
– $0.170 per GB - first 10 TB / month data transfer
out.
• Requests:
– $0.01 per 1,000 PUT, COPY, POST, or LIST requests.
$0.01 per 10,000 GET and all other requests.

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WHERE THE CLOUD THINGS ARE
 You may care about
• Actual results, achievements.
• Service Credits
• Service Level Agreement (SLA)
• What is a unit for charge?
• What is measuring for charge?

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WHERE THE CLOUD THINGS ARE
APPENDIX November 09, 2009
Appendix

URLs

November 09, 2009

 PaaS
• Caspio
– http://www.caspio.com/
• WorkXpress
– http://www.workxpress.com/
• Google App Engine
– http://code.google.com/appengine/
• Heroku
– http://heroku.com/
• QuickBase
– http://quickbase.intuit.com/

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WHERE THE CLOUD THINGS ARE
 PaaS
• Windows Azure Platform
– http://www.microsoft.com/windowsazure/
• Rollbase
– http://www.rollbase.com/
• Force.com
– http://www.salesforce.com/platform/
• Wolf Frameworks
– http://wolfframeworks.com/

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WHERE THE CLOUD THINGS ARE
 Google IO
• From Spark Plug to Drive Train:Life of an App
Engine Request
– http://dl.google.com/io/2009/pres/W_1115_From_Spark_Plug_
To_Drive_Train_Life_of_an_App_Engine_Request.pdf
– Alon Levi [05/27/09]

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WHERE THE CLOUD THINGS ARE
 Windows Azure Platform
• Introducing Windows Azure
– http://download.microsoft.com/download/0/F/A/0FA924AE-
DA08-45B8-8F96-
76884B8D15F8/Windows_Azure_David_Chappell_White_Pap
er_March_09.pdf
– David Chappell [Mar 2009]

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WHERE THE CLOUD THINGS ARE
 Salesforce
• Salesforce.com
– http://www.salesforce.com/jp/
• Salesfoce CRM
– http://www.salesforce.com/jp/crm/products.jsp
• Force.com Platform
– http://www.salesforce.com/jp/platform/

• developerforce
– http://developer.salesforce.co.jp/

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WHERE THE CLOUD THINGS ARE
 Topics
• The Efficient Cloud: All Of Salesforce Runs On
Only 1,000 Servers
– http://www.techcrunch.com/2009/03/23/the-efficient-cloud-all-
of-salesforce-runs-on-only-1000-servers/
– Erick Schonfeld [2009/03/29]

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WHERE THE CLOUD THINGS ARE
WHERE THE WILD THINGS ARE
THIS IS THE END. November 09, 2009