CLOUD COMPUTING: THE DIGITAL SIGNAGE ADVANTAGE

By Steve Hagenlock, CTO Popstar Networks, Inc.

Copyright 2013

CLOUD COMPUTING: THE DIGITAL SIGNAGE ADVANTAGE

INTRODUCTION
One of the latest terms youll hear across todays technology landscape is cloud computing. Rest assured, this is not another throw-away buzzword. The industry trend of cloud computing allows game-changing digital signage infrastructures in a revolutionary, cost-effective and scalable manner. In this white paper, well discuss the benefits of cloud computing and how Popstar is taking advantage of the wholesale commoditization of computing resources in the cloud.

WHAT IS CLOUD COMPUTING?

Cloud computing, conceptually, is the process of homogenizing the set of data center computing resources you have at your disposal, thus utilizing operating system virtualization technology to maximize the value of the physical equipment housed in the data center. The short explanation of the cloud is that it is a collection of physical devices, the operating system and the application software stack that becomes a resource deployed and managed in a highly flexible, automated fashion. Physical computing resources become commodities which are added to grow the strength of the cloud without ever tying a given operating system and software application permanently to a physical computing device. The long answer can be found in the message of the many technology titans in the industry who are driving the cloud computing business models and infrastructures of the 21st Century: Amazon IBM Microsoft Sun VMWare Google Salesforce Rackspace

Popstar has chosen to initially work with the Amazon platform. Weve made this decision based on the robust suite of services Amazon provides weighed against the needs of a scalable digital signage network. This document will describe Popstars cloud computing initiatives within the context of the Amazon services available today.

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ELASTIC ARCHITECTURES
A cloud-based digital signage architecture should take advantage of the inherent elasticity provided by the cloud platform. The advantages of this platform can be expressed across a variety of technical genres. At its core, elasticity in this realm means the flexibility to rapidly provision and launch servers on demand. Digital signage networks do not share the characteristics of a suddenly popular website or web service, our business thankfully, is more predictable. Where elasticity shines in digital signage networks is in providing a scalable growth path. For instance, the sales cycle of many digital signage networks begins with a demonstration platform and moves to a pilot deployment in one or more phases culminating in a phased network rollout. ASP models provide a neat and tidy path for this sort of activity because they provide an inherently multi-client server infrastructure where the resource is already in place. They are, however, restricted by the fact that their computing resources are usually shared across the range of clients hosted on that architecture. One should ask many questions including: At what point does my network saturate the computing resources of this ASP? At what point does my competitor saturate the resources of this ASP? Is there a plan in place to scale the ASP and protect my investment in this shared infrastructure? This is a subtle, but critical, difference between the infrastructure of an ASP multi-client server model and the infrastructure of a cloud-derived SaaS model. In the ASP model, the computing resources are owned or leased by the software vendor and all maintenance and capacity planning are in the hands of the software vendor. In the cloud model, the computing resources are owned by the cloud vendor and capacity planning and maintenance is a core business activity, where the stability, scalability, and accountable and measurable SLA, is shared across all of their clients as a cost of doing business in the environment. From this vantage point, one must ask the question: Is a homogenous collection of computers, providing virtualized resources to a multitude of clients, better maintained than a vendor-owned collection of computing resources racked up in a physical space in which the vendor has access to, but is responsible for the maintenance, and failure, of said resources? What about scalability? Is the ASP vendor able to scale as efficiently as another vendor who has chosen a virtual cloud computing platform? Popstar believes that in a cloud computing environment, such as Amazons AWS, that the failure risk can be more cost-effectively mitigated via a rigorous backup strategy coupled with rapid elastic server deployments than within an ASP environment or a negotiated server hosting plan with a data center.

DATA CENTER AS SOFTWARE

The traditional hosting model, where the process of co-locating a server(s) under a multi-year contract for rack space in the machine room, ports on the switch, bandwidth allocations, and frequent backups, is looking more antiquated each day. Cloud computing initiatives such as Amazons AWS services prove that each step and detail in the colocated data center model is being reduced to software and commoditized across huge economies of scale. For instance, consider a daily backup plan in the Amazon cloud model vs. a data center model. In the Amazon scenario, backups are elastic block storage snapshots into an S3 bucket, at a cost of pennies per backup. It is simply not possible for the data center model to compete in this environment.

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A similar issue further illustrating the massive difference between the two models is physical machine stability. With a properly configured cloud platform, your operating system and application stack are reduced to a set of files, coupled with a persistent elastic block storage allocation. Should a failure occur on the cloud platform, its a simple and often automated software process to bring that application back online quickly and with as little effort as possible. To replicate this durability in the data center model requires additional investments in hot-swap machines or expensive contractual agreements essentially insurance against the likelihood of a device failure causing downtime. While there will always be a time and a place to use the traditional data center model, its clear that for most digital signage backend platforms, the advantages of cloud computing are clear.

SERVICE ORIENTED ARCHITECTURES

In the world of virtualized, commoditized computing resources, the promise of Service Oriented Architecture (SOA) coupled with on-demand proprietary servers and 3rdparty applications creates an ecosystem of unmatched interoperability and flexibility. Elastic n-tier architectures are made possible, where the various tiers are constructed as application server stacks with SOA interfaces. We understand that no two digital signage networks are alike, a great challenge of our industry. Consequently, digital signage backend platforms require the flexibility to have n-tier architectural principles available as building blocks. Such blocks include reporting, video compression, data processing, content distribution and content management systems. Truly, service-oriented architecture, coupled with cloud computing principles, provides the pathway to powerful, dynamic and cost effective operations for all manner of digital signage networks, both small and massive.

SERVERS ON DEMAND
A lynchpin feature of cloud computing architectures is the concept of servers on demand. This concept creates pathways for extreme levels of scalability, as well as cost savings, via methods of only operating application specific servers when they are required for use. As an example, consider a server providing video compression services. This server exists so that when a video file is uploaded into a digital signage backend, thumbnails, streaming previews in Adobe Flash formats and other pre-processing activities can take place. Since video processing is a CPU intensive activity, its best to design the platform using an isolated machine to conduct the video processing. In the cloud model, this application server is allowed to lay dormant until it is actually required, then spun up and utilized for a video processing task on-demand. When completed, the server can be terminated. This activity is easily accomplished through software instrumentation in cloud computing environments. The principles of pay-for-what-you- use are in full effect in the video processing server-on-demand scenario.

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SCALABILITY REDEFINED
It is no secret that one of the largest overriding concerns digital signage network operators have when evaluating a digital signage solution provider is the question of scalability. Many network operators have plans of scaling from a pilot rollout of 1 to 100 installations, to upwards of 10,000 locations. It is an absolute requirement that the solutions provider be able to provide both a cost-effective pilot environment and an effortless scalability path with no top-end where the ability to scale breaks down. Consider the size and investment in the Amazon AWS grid computing platform. Its reported that Amazon has invested over $2 billion dollars in infrastructure and engineering to create this service. This investment in resources is now available through discreet services provided by the AWS model, servers on demand, content distribution networks, massively parallel processing capabilities and durable, cost-efficient storage. Popstars system is architected to take advantage of these services to accomplish scalability, stability and cost savings every step of the way. Scalability redefined.

SAAS AND THE BEST OF BOTH WORLDS

In the world of digital signage network technology, both the ASP model and the clientowned, hosted or on-premise models have their advantages and drawbacks. While the ASP model provides an in-place SaaS infrastructure, allowing rapid network deployment and ability to scale from a network of one installation forward, it is saddled by the fact that it is a shared infrastructure. The resources your network depends on, such as bandwidth, disk i/o, database and storage are subject to the effects of the other vendors clients on the system. The hosted model is not subject to the effects of other vendors network activities; however the platform is usually either over-built (more expensive) or under-built (less reliability and scale) depending on the level of success of the network. In any case, the scalability of the hosted model simply cannot compete with the elasticity, pay-per-use and massive scalability afforded by cloud-based architectures. Simply put, digital signage network hosting in a SaaS model on the cloud combines the best of both hosted networks and ASP models, turbo-charging them with cloud-powered scalability, SOA resources and reliability.

SUMMARY
Popstar is one of the first digital signage companies to recognize and embrace the advantages of cloud computing for delivering scalable, robust and cost-effective digital signage network infrastructures. After months of research and testing, weve chosen to work with the Amazon AWS environment as our platform of choice. The Amazon AWS platform provides a robust set of services mapping perfectly to our clients variety of needs and fits perfectly with our technology roadmap.

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ABOUT POPSTAR NETWORKS

Popstar Networks, Inc. empowers businesses to use innovative methods of reaching their audience in a cost-effective way. Popstar Networks, Inc. software and services are the foundation for creating rich media experiences for your audiences, reinforcing brand and influencing behavior to increase revenue. Founded in 2003, Popstar has been on the cutting edge of media advancements incorporating interactive media, multiple displays and high performance digital signage into superior audience experiences. Our digital media management platform offers modern, web-based content management and monitoring of digital signage, kiosks and other forms of connected media. In addition, Popstar offers a variety of system planning and design services to ensure that customers get the most out of their investment. Based in Olathe, Kansas and Seattle, Washington, Popstar continues to grow innovation in connected media solutions that enable customers to increase their revenue stream through impactful, effective media delivery.

www.popstarnetworks.com tel 888.476.7782 25055 w valley pkwy suite 120 olathe, kansas 66061

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