Offering IT as a service requires a paradigm shift in technology, operational processes and thinking about how business demand – manifested by applications – affects the use of all data center resources.

Enterprise Cloud Computing, the next phase in data center evolution to solve this spiraling dilemma, enables IT as a service; but the question is how does business successfully operate this expensive investment?

This question, and others, are the focus of a General Session due to be given at SYS-CON's 4th International Cloud Computing Conference & Expo, by Tony Bishop, CEO of Adaptivity.

"The applications in support of an enterprise exhibit a wide range of operational characteristics," says Bishop. "That diversity is the key to business success, but it has consequences."

In his session he will examine three different perspectives that must, Bishop contends, be accommodated:

1) Enterprise Application Architect – Recognition that a single standard platform configurations is insufficient to meet the behaviors exhibited across the portfolio of applications. Most critical applications have extreme operational requirements that require specialized adjustments to operating environments.

2) Data Center Manager – Accommodating a proliferation of platforms makes it impossible to contain costs, manage complexity or maintain reliability, especially for those critical applications.

3) Business Executive – Applications cost too much to develop, run, and maintain. They cannot correlate growth to investment in IT.

The event, co-located with the 7th International Virtualization Conference & Expo, is being held at the Santa Clara Convention Center, 2-4 November, 2009. As Bishop's session will underline, we are in the midst of a revolutionary change in how applications are sold, delivered, deployed and managed.

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Keynote & Breakout Session Speakers at the combined event at the Santa Clara Convention Center include:

DAY ONE - November 2, 2009 The Time is Right for Enterprise Cloud Computing by Richard Marcello, President of Systems & Technology, Unisys Up to now you may have been reluctant to move your Enterprise application workloads to the cloud, fearing a lack of security in the cloud, compliance issues such as data location regulations and having to rewrite your applications. During his keynote, Rich Marcello will discuss the latest technologies and approaches that help knock down these barriers, creating the opportunity for attendees to now consider cloud managed services as part of their data center journey to secure "IT as a Service".
DAY TWO: November 3, 2009 Cloud Computing Services at the Scale of the Internet by Shelton Shugar, SVP Cloud Computing at Yahoo! Yahoo! Cloud Services store and deliver web content, personalize content for consumers, optimize Ad selection and placement, improve search results, provide scalable virtual computing environments, and process and store enormous amounts of data to improve consumer experiences and drive innovation. This keynote will elaborate on how Yahoo! and consumers benefit from the Yahoo! Cloud Services that are in production today supporting web-serving properties and data processing environments.
DAY THREE: November 4, 2009 Cloud Computing: Separating Hype from Reality by Richard Sarwal, SVP of Development for Oracle Enterprise Manager Enterprises large and small are drawn by the advantages of cloud computing - pay-for-use, self-service, elastic scalability tegration, compliance, lock-in, and long term costs of public clouds. Private clouds for the exclusive use of one enterprise can mitigate these concerns by giving the enterprise greater control. This keynote will explore how enterprises are likely to adopt public and private cloud computing, building on a foundation of virtualization infrastructure and management systems.

My Cloud, Your Cloud, Our Cloud
Thorsten Von Eicken - Co-Founder & CTO, RightScale
– This session will provide guidance on when and how to use public, private and hybrid clouds, using real-world examples.

Shifting Clouds: How the Cloud Landscape is Evolving
Krishna Subramanian - Sr. Director Cloud Strategy, Sun Microsystems
– This session will provide a framework to classify the various cloud offerings, and will explore how solutions are evolving.

Hadoop @ Yahoo - Internet Scale Data Processing
Eric Baldeschwieler - VP Hadoop Software Development, Yahoo!
– This session will explain what the Yahoo! distribution of Hadoop is and how it benefits the larger cloud ecosystem, including major use-cases for Hadoop @ Yahoo!

Working with Big Data and Hadoop
Christophe Bisciglia - Co-Founder at Cloudera
– This session will highlight the technical and business issues that make Hadoop so powerful for large scale data processing.

Orchestration in the Cloud
Brian E. Boruff - VP of Cloud Computing & Software Services, CSC
– This session looks at how organizations with data and computing in the public and private cloud need to orchestrate processing, and recover the processing visibility necessary for the creation of digital trust.

Cloud Security - It's Nothing New; It Changes Everything!
Glenn Brunette - Chief Security Architect, Sun
–This session cuts through the hype and sharpens our focus on what security means for cloud computing and other elastic, hyper-scale architectures.

Developing Advantage: Platform Leverage in the Cloud
Peter Coffee - Director of Platforms, Salesforce
– This session will discuss alternative development experiences in various enterprise clouds and will highlight opportunities to combine their strengths in distinctive applications.

Cloud Management: What You Don't Know Can Hurt You
Stephen Elliott - Vice President of Strategy, CA
– This session will discuss what customers should consider when buying services from a cloud computing partner including the most important management processes and capabilities that matter to SLAs.
Security in the Cloud: Protecting Your Cloud Apps
Lars Ewe - CTO & VP of Engineering, Cenzic
–This session will address the Top 5 things you can do to protect your data and applications that run on the web and in the cloud and prevent security breaches.

Developing Successful Cloud Strategies By Evaluating Data Infrastructure Demands
Irfan Khan - CTO, Sybase
– This session will asses the various classes of applications (transactional, analytical, mobile) within your infrastructure and discuss how data infrastructure delivered as a service impacts business-critical information delivery.

Tactical Cloud Computing
Kevin Jackson - Vice President, Dataline
– This session will discuss the use of cloud computing technology and techniques for the support of localized and short-lived information access and processing requirements, including Cloudbursting.

The Profit Model for Cloud Computing
Steve Lesem - President & CEO, Mezeo Software
–This session will examine why the concept of 'trust' is so essential and why it's the Cloud providers who have trusting relationships with customers that will triumph in the end.

Delivering Desktop Virtualization
Martin Ingram - Vice President of Product Strategy, AppSense
– This session will explore how by virtualizing hardware, applications and the user personality you can deliver a familiar working environment for users while simplifying management of the desktop estate.

Y! Scalable Storage and Delivery Services
Chuck Neerdaels - VP Content Storage, Delivery and Edge, Yahoo!
–This session will talk about Yahoo!'s Cloud Storage and Delivery stack and how it is purpose-built to solve the business and technical challenges of Internet-scale computing.

Cloud & SaaS Proponents: Know Your Enemies!
Louis Nauges - President, Revevol
–This session will discuss why so many CIOs and IT professionals think Cloud Comptuing and SaS is a threat to their careers and their power.

Negotiating the Virtual/Grid/Cloud Legal Minefield
David Snead - Attorney-at-Law, W. David Snead, P.C.
–This session will address the legal, business and marketing issues of involved in moving into Cloud services, and what anyone entering into a new contract, or marketing to end users needs to know.

Technologies for Virtualization-Based Desktop Management
Dr Monica Lam - Professor, Stanford University
–This session will describe a new approach to complete desktop management, allowing corporate IT to completely control the desktop including the operating system.

A Virtualization and Cloud Computing Security Fable
Christofer Hoff - Director, Cloud & Virtualization Solution, Cisco
–This session will discuss the realities of both Virtualization and Cloud Computing security and how to deal with the things that don't change and also the things that do profoundly.

Virtualizing Resources in Production Database Systems
Peter Thawley - Senior Director/Architect, Sybase
–This session will cover technical details behind virtualization techniques utilized in Enterprise database systems which go beyond server virtualization.

Trusted Computing for Virtualization Security
Steve Hanna - Co-Chair, Trusted Computing Group
–This session will address the Trusted Platform Module (TPM) which is included in virtually all enterprise PCs and many servers and how it can be used for virtualized security.

Policy Enforcement in the Virtualized Data Center
Hezi Moore - Sr. Founder & CTO, Reflex Systems
–This session will identify the top three challenges enterprises face when it comes to enforcing policies and outline best practices to control and audit change in policy rules across both the virtual and physical infrastructure.

Managing Sprawl and Self-Service for Virtual Machines
Scott Hammond - President & CEO, newScale
–This session will explain how to use a Service Catalog of standard options to enable self-service requests while enforcing pre-approved VM images, stop dates, and policy controls.

Cloud Computing as a Strategy: Enabling IT's Evolutionary Change
Tim Crawford - CIO & Vice President of Strategy, Vivo
– This session will deconstruct cloud computing into the true value proposition: enhanced flexibility and ultimate alignment with the business.

Cloud Computing Bootcamp
Alan Williamson - Editor-in-Chief, Cloud Computing Journal
– Williamson will be repeating (on November 3, 2009) his ever-popular all-day Cloud Computing Bootcamp, to which Golden Pass delegates receive free admission.

A New Role in the Cloud for a Tried and Tested Schemaless Database
Rob Tweed - Co-Founder & MD, M/Gateway
– This session will discuss how schemaless database technologies are now emerging as important and highly functional engines on which to build Cloud services.

Securing the Cloud and Establishing a Level of Trust
Tim Brown - VP & Security Architect, CA
– This session will address security needs for cloud computing, including all aspects of the cloud paradigm - Internal, Private, Public and Hybrid cloud environments.

Moving Your RIA Apps into the Cloud: 7 Challenges
Matias Bagini - CEO of JRapid Corp
|– This session will discuss the many challenges you will face if you want to move your RIA apps into the SaaS model including multitenancy, clustering, robustness, mashups, security, productivity and multi-browser programming.

Cannibalizing Google App Engine
Kevin Noonan - Software Developer , Calbane
– This session will show delegates how to use Google App Engine by dismembering its computing resources and consuming each of them them in isolation.

Yahoo! Cloud @ Internet Scale
Dekel Tankel - Director, Product Management, Yahoo!
– This session will describe the various cloud services offerings within Yahoo! and provide a glance for the company's exciting plans moving forward.

Revolutionizing Security Through Virtualization
Kevin Piper - Director of Technical Operations, Altor Networks
– This session will present case study examples shared of defense and civilian agencies that have virtualized their production environment with enterprise-call virtualization servers.

Bringing Cloud Computing Down to Earth with Ultra Low-Cost Endpoints
Stephen Dukker - Chairman & CEO, NComputing
– This session will examine how new-generation virtualization technologies have evolved and how companies are utilizing it to create new kinds of computing and services.

Top Infrastructure Headaches When Managing Applications in the Cloud
Javier Soltero - CTO of Management Products, SpringSource
– This session will address some of the biggest challenges in creating and launching successful web applications with little to no down time.

How the Delivery of Virtualization is Being Transformed
Simon Crosby - CTO, Citrix
– This session will provide IT organizations with a short- and long-term roadmap by focusing on the new delivery models for virtualization.