Behind The Music: Animoto And RightScale Ramp Up To Render Facebook Videos In The Cloud - InformationWeek
IoT
IoT
Software // Information Management
Commentary
1/23/2009
08:26 PM
Roger Smith
Roger Smith
Commentary
50%
50%

Behind The Music: Animoto And RightScale Ramp Up To Render Facebook Videos In The Cloud

If you build a better Web 2.0 mousetrap, you have to be careful when everyone beats a path to your door. Remember Cuil, the over-hyped search engine that launched last year, which is currently nursing a market share around 0.01%, thanks to an initial server crash and complaints about the accuracy of Cuil's search results? On the other hand, there's Animoto, a 2-year-old New York-based s

If you build a better Web 2.0 mousetrap, you have to be careful when everyone beats a path to your door. Remember Cuil, the over-hyped search engine that launched last year, which is currently nursing a market share around 0.01%, thanks to an initial server crash and complaints about the accuracy of Cuil's search results? On the other hand, there's Animoto, a 2-year-old New York-based start-up that creates MTV-style videos, which was able to leverage cloud computing to ramp from 5,000 to 250,000 users in three days to satisfy a feeding frenzy of Facebook users.

chart

Animoto gives a free video presentation that incorporates your own images and music into a professional-appearing montage, and earlier last year had about 5,000 people a day trying it. After a wildly successful viral marketing campaign on Facebook, Animoto had nearly 750,000 people sign up in three days. At its peak, almost 20,000 people tried Animoto in a single hour.

caption goes here
Animoto uses cinematic AI technology to create on-demand MTV-style videos

To handle the onslaught, Animoto worked with RightScale, a company that provides tools, expertise, and automated technology to help companies run scalable applications on a variety of clouds that includes Go Grid and Rackspace, as well as the Amazon cloud.

RightScale's CEO, Michael Crandell, told InformationWeek that his company facilitates capacity scaling in the cloud in three ways. The first is triggered by load or Web site traffic; the second is scheduled (for example, when a retailer has a midnight sale of merchandise and knows when traffic will peak). The last is job-based, which was the case with Animoto, where scaling from 40 instances of EC2 usage up to 4,000 instances was needed primarily to handle rendering required by Animoto proprietary cinematic AI technology. In addition to being able to fire up a large number of virtual machines when rendering was most required, the RightScale platform was able to kill those virtual machines after the rendering was done and demand subsided.

The added capacity on Amazon works out to cost about 10 cents per server hour, which no longer applies when the virtual server instance no longer exists. Crandell said that RightScale has a similar usage-based pricing model, which starts at $500 a month for 15,000 server hours, or roughly 3.3 cents per server-hour.

caption goes here
RightScale's Graphical Monitor

Comment  | 
Print  | 
More Insights
Comments
Newest First  |  Oldest First  |  Threaded View
How Enterprises Are Attacking the IT Security Enterprise
How Enterprises Are Attacking the IT Security Enterprise
To learn more about what organizations are doing to tackle attacks and threats we surveyed a group of 300 IT and infosec professionals to find out what their biggest IT security challenges are and what they're doing to defend against today's threats. Download the report to see what they're saying.
Register for InformationWeek Newsletters
White Papers
Current Issue
Digital Transformation Myths & Truths
Transformation is on every IT organization's to-do list, but effectively transforming IT means a major shift in technology as well as business models and culture. In this IT Trend Report, we examine some of the misconceptions of digital transformation and look at steps you can take to succeed technically and culturally.
Video
Slideshows
Twitter Feed
Sponsored Live Streaming Video
Everything You've Been Told About Mobility Is Wrong
Attend this video symposium with Sean Wisdom, Global Director of Mobility Solutions, and learn about how you can harness powerful new products to mobilize your business potential.
Flash Poll