1© GfK 2016 | EMC Forum | October 2016
Digitale Infrastruktur als Wegbereiter
eines Digitalen UnternehmensBurkhard Kehrbusch – 5. Oktober 2016
3© GfK 2016 | EMC Forum | October 2016
We turn market and user experience
research into smart business decisions
Sales
€1,542,4m
fiscal 2015
Global Presence
100 countries
300 locations
Number of Employees
13,485
FTE (IT)
150 Global
250 Regional
Data Center
3 DC Hubs
EMEA/US/APAC
4 Satellite DC
Server
920 Physical (23%)
3080 Virtual (77%)
Storage
~6 Petabyte
Workstation
<18.000
5© GfK 2016 | EMC Forum | October 2016
Why GfK transforms into a digital company …
Clients
Market
Technology
Data
Personalization
Want fast results based on data from all sources, integrated, with easy access
Want forward-looking insights to support business decisions
New companies providing tools and data - faster speed and lower price
Self-survey providers and online platforms entering the market
Automation, machine learning and artificial intelligence
Big data technology
Explosion of unstructured data from social networks
Consumer leave traces through their use of digital channels
Traditional retail store/market data to be complemented with media consumption information
Development of real-time, context-sensitive and personalized marketing offers
6© GfK 2016 | EMC Forum | October 2016
Guiding IT principles to enable our digital transformation
Position GfK as the leading global player in the center
of digital ecosystems with special strengths in mobile
Provide IT services globally, flexible and fast – Scalable with the demand
Agility and efficiency built-in to measurable delivery and service
Bridge the evolving expectations of our users – modern UI, self-service, mobile
Strictly standardized services with fully automated provisioning
Leverage benefits of strategic external cloud and service partners in our delivery
Global Reach
Delivery Excellence
User Centricity
Software Defined
Best Partners
Our
Corporate
Vision
Guiding IT
principles
Our
IT
Vision
Act as a global Service Orchestrator, blending internal and external services
into a homogeneous IT service portfolio with a consistent user experience
7© GfK 2016 | EMC Forum | October 2016
A digital company requires a digital (IT) factory with a new production model
The traditional Plan-Build-Run model needs to transform into an orchestrated Design-
Compose-Consume pattern on a Digital Cloud-based Infrastructure.
Full stack
development and
operation
Complex
dedicated
Infrastructure
BuildPlan
Run
Service
Orchestration
Digital
Cloud-based
Infrastructure
ComposeDesign
Consume
8© GfK 2016 | EMC Forum | October 2016
A powerful paradigm to implement a digital production model
Service Orchestrator
Lean and flexible organization
Agility to quickly react to changing demands
Support for DevOps and Continuous Deployment
Accelerated time to market for new products
Central IT Governance/Control/Compliance
Sourcing optimized topology
Shift in mind-set
Owners of assets Composer of services
“Hey joe principle” Process oriented work
Cost centric activities Value add services
Holistic Domain Architecture Strategic Partner EcosystemService
Orchestrator
One Management Platform
Security
Automation & Control
Consistent User Experience (Public and Private Cloud Services)
Business
Technology
Finance Organization
9© GfK 2016 | EMC Forum | October 2016
Digital
Cloud-based
Infrastructure
Digital Infrastructure
DC Topology
Network Performance: Directly on the international core backbones
Unlock public cloud capacity: Seamless Integration
VPCs
Provide cloud innovations: Full flexibility in controlled VPCs
Secure Hybrid Cloud: Standardized security controls
Cloud Management Platform
Increased Efficiency: Self-service & process automation
Support state-of-the-art engineering: DevOps & Cont. Deployment
Private Cloud Capacity
Standardized: Powerful but easy to manage building blocks that scale
Compliance & Independence where on premise is the better solution
Hybrid SD-WAN
Increased Efficiency: Best use of available bandwidth
Full Flexibility: Quickly integrate new sites
10© GfK 2016 | EMC Forum | October 2016
Our future topology enables us to act as a Service Orchestrator on a combined private,
public cloud and managed services portfolio
A truly hybrid topology
Brings together best of both worlds:
Radical efficiency and agility while maintaining control and security
3 Global DC Cloud Hubs
Located at international IT marketplaces
(FRA, NYC, SGP)
Connecting our Co-located Private Clouds
with Public Cloud (AWS, MS-AZ, GCP)
Satellite DC Hubs
Connectivity for GfK Sites to Global
GfK Network, Internet & Public Cloud
Regional specific services that need
to stay in country due to legal
restrictions
Hybrid
SD-WAN Hybrid VPN/MPLS
network connects all
GfK locations, DC
Cloud & Satellite Hubs
Highly effective
due to intelligent
path selection
(Internet/MPLS)
11© GfK 2016 | EMC Forum | October 2016
Virtual Private Cloud (VPC)
“Containerizes” a full application
environment incl. its VMs, Data,
Network and Roles/Permissions
Clearly defined interfaces between
different apps through VPC peering
Horizontal and vertical scalability
Common Public Cloud Concept (AWS,
Azure, vCloud Air) adopted for our
Private Cloud
Standardizes and structures
our hybrid cloud
Allows delegated administration
(Self-Service)
Enables Workload mobility between Private
and Public Cloud (Migrate full application
stacks without IP change)
Simplifies DR (“fail-over” single VPCs
instead of full sites)
Increased security through isolation
of application stacks
Common billing unit for each
project/application
Features Benefits
12© GfK 2016 | EMC Forum | October 2016
Platinum –
Our Cloud Management Platform and Technology Stack
Cloud Management Platform General DC Services
Business – ITBM ExtensibilityAutomation – vRealize Automation
Operations – vRealize Operations/LogInsight
Cost Transparency
Usage Metering
Benchmarking
APIs/SDK
Orchestration
(incl. Workflows)
Partner Ecosystem
Self-Service Portal
Policy-Based Governance
Infra./Application Delivery
Resource Management
Performance
Compliance Log Management
Capacity Configuration
IPAM
InfoBlox DDI
Service Mgmt.
HP Service Manager
IAM
MS Active Directory
Backup
CommVault SimpanaPublic
Cloud
Private
Cloud
Applications
13© GfK 2016 | EMC Forum | October 2016
Private Cloud Infrastructure specification
vBlock 54016 UCS B200, 448 Cores, 6TB RAM
2× EMC XtremIO bricks ~90TB
EMC Enterprise Hybrid Cloud 3.1
Customized to implement VPC concept,
network automation, billing
Workloads
Initial capacity for ~350 VMs
(30 VMs/Host, 3:1 Overprovisioning)
Mixed workloads (Web, DB, FS, Compute)
vBlock as standardized, pre-
configured capacity building block
Vertical and horizontal scalability
Rapid implementation within 5 – 8 days
VMware NSX Network Virtualization
Firewall: Micro-segmentation
to implement VPC structure
Fully integrated Network Loadbalancing
14© GfK 2016 | EMC Forum | October 2016
Project Timeline, Team and Roadmap
Jul '15 Aug '15 Sep '15 Oct '15 Nov '15
CW30
Project Kick Off
CW35
Planning completed
CW40
Delivery vBlock
CW45
Customization Completed
CW49
1st Client PoC
CW43
Foundation Completed
CW47
Technical Readiness
Project Management: 1 PM
Architecture: 1 Lead, 1 Infrastructure
Engineering: 1 Network, 1 Server/Storage
Partner Management: 1 Vendor Manager
Five people dedicated to the project
Satellite US/APAC
Azure Integration
AWS Direct Connect integration/automation
Migration of all legacy workloads to Platinum
Further roadmap
19 Weeks project duration
But 30 weeks upfront opinion building
and stakeholder management
Timeline
EMC: EHC, Project Management, Storage
VCE: vBlock
VMware: Network Virtualization, Customization
Consulting: Integration
External Support/Consulting
15© GfK 2016 | EMC Forum | October 2016
Lessons
Learned
Summary
Adapt public cloud concepts
whenever you can (VPC, Billing)
Build a dedicated, cross-domain team
+ a strong team on vendor side with
top management attention
Go for greenfield approaches
whenever necessary (monitoring,
ticketing, billing, capacity planning)
Do not underestimate the complexity
and dependencies of Private Cloud
Solutions – Pre-Packaged
solutions help
Start small/focused & grow
(few services for a single app domain)
Be strict to maintain a
standardized environment
Together with a strong partner and
pre-packaged solutions you can
reduce risk/complexity and benefit
from best practices
We successfully implemented a hybrid
cloud solution in 5 months and reduced
service deployment times from weeks
to minutes
16© GfK 2016 | EMC Forum | October 2016
Example from GfK NORM
The future is digital and is already present at GfK