Share

selling serverless architecturesI hadn’t heard of serverless computing until I saw this post by storage maven Greg Schulz. Put simply, “serverless” reduces the need for conventional servers by off-loading functions such as authentication onto other systems, such as those in the cloud.

Even though he’s deeply technical, Greg cuts through the hype and provides a great road map for differentiating a technical solution by describing it clearly and focusing on the value your solution provides.  This is reprinted by kind permission of Greg’s Server and Storage IO Blog where you can find the full version with illustrations.

By Greg Schulz

A few years ago a popular industry buzzword term theme included server less and hardware less.

It turns out, serverless BS (SLBS) and hardware less are still trendy, and while some might view the cloud or software-defined data center (SDDC) virtualization, or IoT folks as the culprits, it is more widespread with plenty of bandwagon riders. SLBS can span from IoT to mobile, VDI and workspace clients (zero or similar), workstations, server, storage, networks. To me what’s ironic is that many purveyors of of SLBS also like to talk about hardware.

What’s the issue with SLBS?

Simple, on the one hand, there is no such thing as software that does not need hardware somewhere in the stack. Second, many purveyors of SLBS are solutions that in the past would have been called shrink-wrap. Thirdly IMHO SLBS tends to take away from the real benefit or story of some solutions that can also prompt questions or thoughts of if there are other FUD (fear uncertainty doubt) or MUD (marketing uncertainty doubt). Dare to be different, give some context about what your server less means as opposed to being lumped in with other SLBS followers.

Data Infrastructures (hardware, software, services, servers, storage, I/O and networks)

Moving beyond SLBS

Can we move beyond the SLBS and focus on what the software or solution does, enables, its value proposition vs. how it is dressed, packaged or wrapped?

IMHO it does not matter who or why SLBS appeared or even that it exists, rather clarifying what it means and what it does not mean, adding some context. For example, you can acquire (buy, rent, subscribe) software without a server (or hardware). Likewise, you can get the software that comes bundled prepackaged with hardware (e.g. tin-wrapped), or via a cloud or other service.

The software can be shrink wrapped, virtual wrapped or download to run on a bare metal physical machine, cloud, container or VMs. Key is the context of does the software come with, or without hardware. This is an important point in that the software can be serverless (e.g. does not come with, or depend on specific hardware), or, it can be bundled, converged (CI), hyper-converged (HCI) among other package options.

Software needs hardware, hardware need software, both get defined and wrapped

All software requires some hardware somewhere in the stack. Even virtual, container, cloud and yes, software-defined anything requires hardware. What’s different is how much hardware is needed, where it is located, how is it is used, consumed, paid for as well as what the software that it enables.

What’s the point?

There are applications, solutions and various software that use fewer servers, less hardware, or runs somewhere else where the hardware including servers are in the stack. Until the next truly industry revolutionary technology occurs, which IMHO will be software that no longer requires any hardware (or marketing-ware) in the stack, and hardware that no longer needs any software in the stack, hardware will continue to need software and vice versa.

This is where the marketing-ware (not to be confused with valueware) comes into play with a response along the lines of clouds and virtual servers or containers eliminate the need for hardware. That would be correct with some context in that clouds, virtual machines, containers and other software-defined entities still need some hardware somewhere in the stack. Sure there can be less hardware including servers at a given place. Hardware still news software, the software still needs hardware somewhere in the stack.

Show me some software that does not need any hardware anywhere in the stack, and I will either show you something truly industry unique, or, something that may be an addition to the SLBS list.

Add some context to what you are saying; some examples include that your software:

  • works with your existing hardware (or software)
  • does not need you to buy new or extra hardware
  • can run on the cloud, virtual, container or physical
  • requires fewer servers, less hardware, less cloud, container or virtual resources
  • is the focus being compatible with various data infrastructure resources
  • can be deployed and packaged as shrink-wrap, tin-wrapped or download
  • is packaged and marketed with less fud, or, fudless if you prefer

In other words, dare to be different, stand out, articulate your value proposition, and add some context instead of following behind the SLBS crowd.

Watch out for getting hung up on, or pulled into myths about serverless or hardware less, at least until hardware no longer needs software, and software no longer needs hardware somewhere in the stack. The other point is to look for solutions that enable more effective (not just efficient or utilization) use of hardware (as well as software license) resources. Effective meaning more productive, getting more value and benefit without introducing bottlenecks, errors or rework.

The focus does not have to be eliminating hardware (or software), rather, how to get more value out of hardware costs (up front and recurring Maintenance) as well as software licenses (and their Maintenance among other fees). This also applies to cloud and service providers, how to get more value and benefit, removing complexity (and costs will follow) as opposed to simply cutting and compromising.

Next time somebody says serverless or hardware less, ask them if they mean fewer servers, less hardware, making more effective (and efficient) use of those resources, or if they mean no hardware or servers. If the latter, then ask them where their software will run. If they say cloud, virtual or container, no worries, at least then you know where the servers and hardware are located. Oh, and by the way, just for fun, watch for vendors who like to talk serverless or hardware less yet like to talk about hardware.

Ok, nuff said for now…

Greg Schulz – Microsoft MVP Cloud and Data Center Management, vSAN and VMware vExpert. Author Cloud and Virtual Data Storage Networking (CRC Press), The Green and Virtual Data Center (CRC Press) and Resilient Storage Networks (Elsevier) and twitter @storageio. Watch for the spring 2017 release of his new book “Software-Defined Data Infrastructure Essentials” (CRC Press).

Author: Bob Scheier
Visit Bob's Website - Email Bob
I'm a veteran IT trade press reporter and editor with a passion for clear writing that explains how technology can help businesses. To learn more about my content marketing services, email bob@scheierassociates.com or call me at 508 725-7258.

Tagged with:

Filed under: Content Marketing For IT VendorsTech Trends

Like this post? Subscribe to my RSS feed and get loads more!