Udi Dahan   Udi Dahan – The Software Simplist
Enterprise Development Expert & SOA Specialist
 
  
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Building Super-Scalable Web Systems with REST


I’ve been consulting with a client who has a wildly successful web-based system, with well over 10 million users and looking at a tenfold growth in the near future. One of the recent features in their system was to show users their local weather and it almost maxed out their capacity. That raised certain warning flags as to the ability of their current architecture to scale to the levels that the business was taking them.

danger

On Web 2.0 Mashups

One would think that sites like Weather.com and friends would be the first choice for implementing such a feature. Only thing is that they were strongly against being mashed-up Web 2.0 style on the client – they had enough scalability problems of their own. Interestingly enough (or not), these partners were quite happy to publish their weather data to us and let us handle the whole scalability issue.

Implementation 1.0

The current implementation was fairly straightforward – client issues a regular web service request to the GetWeather webmethod, the server uses the user’s IP address to find out their location, then use that location to find the weather for that location in the database, and return that to the user. Standard fare for most dynamic data and the way most everybody would tell you to do it.

Only thing is that it scales like a dog.

Add Some Caching

The first thing you do when you have scalability problems and the database is the bottleneck is to cache, well, that’s what everybody says (same everybody as above).

The thing is that holding all the weather of the entire globe in memory, well, takes a lot of memory. More than is reasonable. In which case, there’s a fairly decent chance that a given request can’t be served from the cache, resulting in a query to the database, an update to the cache, which bumps out something else, in short, not a very good hit rate.

Not much bang for the buck.

If you have a single datacenter, having a caching tier that stores this data is possible, but costly. If you want a highly available, business continuity supportable, multi-datacenter infrastructure, the costs add up quite a bit quicker – to the point of not being cost effective (“You need HOW much money for weather?! We’ve got dozens more features like that in the pipe!”)

What we can do is to tell the client we’re responding to that they can cache the result, but that isn’t close to being enough for us to scale.

Look at the Data, Leverage the Internet

When you find yourself in this sort of situation, there’s really only one thing to do:

In order to save on bandwidth, the most precious commodity of the internet, the various ISPs and backbone providers cache aggressively. In fact, HTTP is designed exactly for that.

If user A asks for some html page, the various intermediaries between his browser and the server hosting that page will cache that page (based on HTTP headers). When user B asks for that same page, and their request goes through one of the intermediaries that user A’s request went through, that intermediary will serve back its cached copy of the page rather than calling the hosting server.

Also, users located in the same geographic region by and large go through the same intermediaries when calling a remote site.

Leverage the Internet

The internet is the biggest, most scalable data serving infrastructure that mankind was lucky enough to have happen to it. However, in order to leverage it – you need to understand your data and how your users use it, and finally align yourself with the way the internet works.

Let’s say we have 1,000 users in London. All of them are going to have the same weather. If all these users come to our site in the period of a few hours and ask for the weather, they all are going to get the exact same data. The thing is that the response semantics of the GetWeather webmethod must prevent intermediaries from caching so that users in Dublin and Glasgow don’t get London weather (although at times I bet they’d like to).

REST Helps You Leverage the Internet

Rather than thinking of getting the weather as an operation/webmethod, we can represent the various locations weather data as explicit web resources, each with its own URI. Thus, the weather in London would be http://weather.myclient.com/UK/London.

If we were able to make our clients in London perform an HTTP GET on http://weather.myclient.com/UK/London then we could return headers in the HTTP response telling the intermediaries that they can cache the response for an hour, or however long we want.

That way, after the first user in London gets the weather from our servers, all the other 999 users will be getting the same data served to them from one of the intermediaries. Instead of getting hammered by millions of requests a day, the internet would shoulder easily 90% of that load making it much easier to scale. Thanks Al.

This isn’t a “cheap trick”. While being straight forward for something like weather, understanding the nature of your data and intelligently mapping that to a URI space is critical to building a scalable system, and reaping the benefits of REST.

What’s left?

The only thing that’s left is to get the client to know which URI to call. A simple matter, really.

When the user logs in, we perform the IP to location lookup and then write a cookie to the client with their location (UK/London). That cookie then stays with the user saving us from having to perform that IP to location lookup all the time. On subsequent logins, if the cookie is already there, we don’t do the lookup.

BTW, we also show the user “you’re in London, aren’t you?” with the link allowing the user to change their location, which we then update the cookie with and change the URI we get the weather from.

In Closing

While web services are great for getting a system up and running quickly and interoperably, scalability often suffers. Not so much as to be in your face, but after you’ve gone quite a ways and invested a fair amount of development in it, you find it standing between you and the scalability you seek.

Moving to REST is not about turning on the “make it restful” switch in your technology stack (ASP.NET MVC and WCF, I’m talking to you). Just like with databases there is no “make it go fast” switch – you really do need to understand your data, the various users access patterns, and the volatility of the data so that you can map it to the “right” resources and URIs.

If you do walk the RESTful path, you’ll find that the scalability that was once so distant is now within your grasp.

Comments [30]
Posted on Monday, December 29th, 2008.



Featured in the Microsoft Architecture Journal


Posted in Community

Microsoft Architecture Journal

For those of you who might be interested in hearing a bit more of my back-story, how I got into architecture, etc – you can find all that out in the current issue of the Microsoft Architecture Journal. Here’s a quick sneak-peek:

Q: It’s sometimes frustrating when you try to keep updated on latest technologies and trends but after investing the effort on experiencing yourself (coding, watching webcasts, testing demos, etc), there’s a lot more of new technologies in the pipeline (just look back to the last PDC). Do you have any recipe to efficiently deal with such avalanche?

A: There is indeed a continuous flood of information coming at developers today. Never has so much information been so readily available and accessible to so many. It turns out, though, that much of that information is about how something works, less about what problem it is intended to solve, and much less about which problems it isn’t suited for. As an architect looking at choosing the right tool for the right job, I focus a lot more on the last two. Often, I go digging to find out why a tool isn’t a good fit for a job. So, I guess my recipe is to mostly ignore the avalanche and tap my network to find out the stuff the avalanche won’t tell you.

Read on…

Comments
Posted on Saturday, December 20th, 2008.



[Course] Master Enterprise .NET Solutions


Posted in Training

Program Utvikling I’m happy to announce that I will be coming to Norway this March to give a 3 day course in cooperation with Program Utvikling.

Here’s the info:

Scalability is the watch-word of enterprise development. With increasing numbers of users, performing more complex tasks involving more data, collaborating with each other inside the organization and across the internet, almost all enterprise systems are being distributed to more machines, and even to data-centres across the globe. With the increased size of these systems, more developers, testers, architects, and administrators are required to bring them to production and operate them.

This 3–day course will equip you with skills in service–oriented architecture & design, transaction management, reliability & robustness, high availability & capacity planning, as well as many other design principles and practices key to tackling large-scale enterprise projects.

On top of learning how to handle the technical complexities of building enterprise–class systems, you will see the use of Domain-Driven Design and other business analysis techniques needed to decompose large intricate business domains into smaller, more manageable sub–domains. You’ll also see how to balance data–consistency and data freshness against costs as well as how to work with stakeholders to uncover the cost-effective level of each non-functional requirement.

 

By the end of this course you will be able to:

  1. Avoid common pitfalls in distributed systems
  2. Use loosely coupled messaging communication
  3. Identify and allocated business logic to services
  4. Decompose services into layers, tiers, assemblies, and processes
  5. Design for service management and monitoring in production environments

Click here for more information and registration.

Comments
Posted on Monday, December 15th, 2008.



SOA, REST, and Pub/Sub


From Integrated Simplicity:

SOA & Web

The question of how web-based (or 3rd party) consumers can work with pub/sub based services comes up a lot.

Many developers are used to implementing web services exposing methods on them like GetAllCustomers.

When moving to pub/sub and other more loosely coupled messaging patterns, developers look to implement the same pattern, opting for something like duplex GetCustomersRequest and GetCustomersResponse. The reasoning is simple and straightforward – it is difficult to push data over the web to consumers.

However, there are still ways to disconnect the preparation of the data from its usage thus gaining many of the advantages of pub/sub.

By employing REST principles and modelling our customer list as an explicit resource, web-based consumers would simply perform regular HTTP GET operations on the URI to get the list of customers.

The resource itself could be a simple XML file – it wouldn’t need to be dynamic at all.

You can get all the scalability benefits of pub/sub for web based consumers. All you need is a bit of REST 🙂

Comments [4]
Posted on Monday, December 15th, 2008.



[Presentation] Ness Tziona User Group


Last Wednesday I gave my “Avoid a Failed SOA” presentation to the Ness Tziona user group led by Ohad Israeli and wanted to thank everybody who came out.

The quantity of deep, insightful questions was impressive and I hope that everybody got their most pressing issues addressed. I know that by the time you got home you probably had a whole bunch more – that happens all the time. This SOA/EDA style often gives a whole new perspective on system design.

You can find the slides online here.

Anyway, please feel free to send me your questions and I’ll do my best to answer them here.

When Ohad gets the recording online, I’ll make sure to link to it for those of you who couldn’t make it.


Feedback from attendees

From Ohad’s blog: “The talk was awesome … Udi really made our second usergroup meeting a huge success !”

Rotem Bloom: “היה פשוט הרצאה פצצה מי שלא מגיע מפסיד”, translated, “The presentation was ‘da bomb’, if you weren’t there, you missed out”

Adlai Maschiach: “הרצאה נ-ה-ד-ר-ת !”, translated, “A W-O-N-D-E-R-F-U-L presentation!”

Yitzhak Gootvilig: “הרצאה מעולה. מומלץ למצוא את הדרך להאזין להקלטה “, translated, “Excellent presentation. I strongly suggest finding a way to listen to the recording”

Comments
Posted on Sunday, December 14th, 2008.



Self-Contained Events and SOA


diamondIn the architectural principle of fully self contained messages, events “can – instantly and in future – be interpreted as the respective event without the need to rely on additional data stores that would need to be in time-sync with the event during message-processing.”

Also, “passing reference data in a message makes the message-consuming systems dependent on the knowledge and availability of actual persistent data that is stored “somewhere”. This data must separately be accessed for the sake of understanding the event that is represented by the message.”

The discussion of self-contained events can be compared to integration databases vs application databases.

Centralized Integration – Pros & Cons

If everything in a system can access a central datastore, it is enough for one party to publish an event containing only the ID of an entity that that party previously entered/updated. Upon receiving that event, a subscriber would go to the central datastore and get the fields its interested in for that ID. The advantage of this approach is that the minimal amount of data necessary crosses the network, as subscribers only retrieve the fields that interest them. Martin Fowler describes the disadvantages as:

“An integration database needs a schema that takes all its client applications into account. The resulting schema is either more general, more complex or both. The database usually is controlled by a separate group to the applications and database changes are more complex because they have to be negotiated between the database group and the various applications.”

This is far from being aligned with the principle of autonomy so important to SOA. In that respect, the architectural principle of self-contained messages points us away from those problems and towards more autonomous services.

However, once we have these autonomous business services in place, we may find that we don’t need 100% fully self-contained messages anymore.

A Real-World Example

Let’s say we have 3 business services, Sales, Fulfillment, and Billing.

Sales publishes an OrderAccepted event when it accepts an order. That event contains all the order information.

Both Fulfillment and Billing are subscribed to this event, and thus receive it.

Fulfillment does not ship products to the customer until the customer has been billed, so it just stores the order information internally, and is done.

Billing starts the process of billing the customer for their order, possibly joining several orders into a single bill. After completing this process, it publishes a CustomerBilled event containing all billing information, as well as the IDs of the orders in that bill. It does not put all the order information in that event, as it is not the authoritative owner of that data.

When Fulfillment receives the CustomerBilled event, it uses the IDs of the orders contained in the event to find the order information it previously stored internally. It does not need to call the Sales service for this information or contact some central Master Data Management system. It uses the data it has, and goes about fulfilling the orders and shipping the products to the customer, finally publishing its own OrderShipped event.

Notice, as well, that in the original OrderAccepted event there were the IDs of products the customer ordered. These product IDs originated from another service, Merchandising, responsible for the product catalog. The same thing can be said for the customer ID originating from another service – Customer Care.

The Issue of Time

One could argue that since subscribers use previously cached data when processing new events, that data might not be up to date. Also, we may have race conditions between our services. In the above example, if Billing was extremely fast and more highly available than Fulfillment. Billing could have received the OrderAccepted event, processed it, and published the CustomerBilled event before Fulfillment had received the OrderAccepted event. In short, the CustomerBilled and OrderAccepted messages could be out of order in Fulfillment’s queue.

What would Fulfillment do when trying to process the CustomerBilled message when it doesn’t have the order information?

Well, it knows that the world is parallel and non-sequential, so it does NOT return/log an error, but rather puts that message in the back of the queue to be processed again later (or maybe in some other temporary holding area). This enables the OrderAccepted message to be processed before the CustomerBilled message is retried. When the retry occurs, well, everything’s OK – it’s worked itself out over time.

In the case where we retry again and again and things don’t work themselves out (maybe the OrderAccepted event was lost), we move that message off to a different queue for something else to resolve the conflict (maybe a person, maybe software). If/when the conflict is resolved (got the Sales system / messaging system to replay the OrderAccepted event), the conflict resolver returns the CustomerBilled message to the queue, and now everything works just fine.

As all of this is occurring, the only thing that’s visible to external parties is that it happens to be taking longer than usual for the OrderShipped event to be published. In other words, time is the only difference.

 

Summary

The problem of non-self-contained events is mitigated first and foremost by business services in SOA, and the apparent issue of time-synchronization by business logic inside these services.

Don’t be afraid to put IDs in your messages and events.

Do be afraid of using those IDs to access datastores shared by multiple “services”.

Using IDs to correlated current events to data from previous events is not only OK, it’s to be expected.

The architectural principle of fully self-contained messages steers us away from the problems of Integration Databases and towards Application Databases, autonomous services, and a better SOA implementation. From there, following the principle of autonomy from a business perspective, will lead us to services not publishing data in their messages that is owned by other services, taking us the next step of our journey to SOA.


Related Content

[Podcast] Message Ordering – Is it cost effective?

Don’t EDA between existing systems

[Podcast] Handling dependencies between subscribers in SOA

Comments [4]
Posted on Saturday, December 13th, 2008.



Lost Notifications? No Problem.


One of the most common questions I get on the topic of pub/sub messaging is what happens if a notification is lost. Interestingly enough, there are some who almost entirely write-off this pattern because of this issue, preferring the control of request/response-exception. So, what should be done about lost messages? The short answer is durable messaging. The long answer is design.

Durable Messaging

In order to prevent a message from being lost when it is sent from a publisher to a subscriber, the message is written to disk on the publisher side, and then forwarded to the subscriber, where it is also written to disk. This store-and-forward mechanism enables our systems to gracefully recover from either side being temporarily unavailable.

In my MSDN article on this topic, I outlined some problems with this approach. These problems are exacerbated for publishers. Imagine a publisher with 40 subscribers, publishing 10 messages a second, each containing 1MB of XML. If 10 of the subscribers are unavailable, that’s 100MB of data being written to the publisher’s disk every second, 6GB every minute. That’s liable to bring down a publisher before an administrator brews a cup of coffee.

Publishers have no choice but to throw away messages after a certain period of time.

Publisher Contracts

The whole issue of contracts and schema is considered one of the better understand parts of SOA. Unfortunately, the operational aspects of service contracts is hardly ever taken into account.

On top of the schema of the messages a service publishers, additional information is needed in the contract:

  1. How big will this message be?
  2. How often will it be published?
  3. How long will this message be stored if a subscriber is unavailable?

This first two pieces of information are important for subscribers to do load and capacity planning. The last one is the most important as it dictates the required availability and fault-tolerance characteristic of subscribers.

For Example

In the canonical retail scenario, when our sales service accepts an order, it publishes an order accepted event. Other services subscribed to this event include shipping, billing, and business intelligence.

While shipping and billing are highly available and able to keep up with the rate at which orders are accepted, the business intelligence service is not. BI has two main parts to it – a nightly batch that does the number crunching, and a UI for reporting off of the results of that number crunching. Some even do the reporting in a semi-offline fashion, emailing reports back to the user when they’re ready.

Furthermore, nobody’s going to invest in servers for making BI highly available.

And wasn’t the whole point of this publish/subscribe messaging to keep our services autonomous? That not all services have to have the same level uptime?

Houston, do we have a problem.?

Data Freshness

There is a glimmer of light in all this doom and gloom.

Not all services have the same data freshness requirements.

The business intelligence service above doesn’t need to know about orders the second they’re accepted. A daily roll-up would be fine, and an hourly roll-up bring us that much closer to “real time business intelligence”.

So, while BI is ready to accept the sales message schema, it would like a slightly different contract around it – less messages per unit of time, more data in each message.

From the operational perspective of the sales service, it would be cost effective to have less “online” subscribers. It could even take things a few steps further. Instead of using the regular messaging backbone for transmitting these hourly messages, it could use FTP. The data could even be zipped to take up even less space. Since the total data size is less than the corresponding online stream, is stored on cheaper, large storage, and the number of subscribers for this zipped, hourly update is fairly small, these messages can be kept around far longer.

If you’ve heard about consumer-driven contracts, this is it.

Note that we’re still talking about the same logical message schema.

Summary

It’s not that lost notifications aren’t a problem.

It’s that they feed the design process in such a way that the resulting service ecosystem is set up in such a way that notifications won’t get lost. I know that that sounds kind of recursive, but that’s how it works. Either subscribers take care of their SLA allowing them to process the online stream of events, or they should subscribe to a different pipe (which will have different SLA requirements, but maybe they can deal with those).

It make sense to have multiple pipes for the same logical schema.

It’s practically a necessity to make pub/sub a feasible solution.

 


Related Content

MSDN article on messaging and lost messages

Durable messaging dilemmas

Additional logic required for service autonomy

More in depth example on events and pub/sub between services

Consumer-Driven Contracts

Comments [1]
Posted on Sunday, December 7th, 2008.



Intentions and Interfaces


Posted in Presentations

I want to thank Lasse Eskildsen for the picture from my TechEd talk on Intentions and Interfaces capturing the main message in no uncertain terms.

image

You can download the presentation as a PDF here.

Comments [5]
Posted on Monday, November 17th, 2008.



Reliability, Availability, and Scalability


The great people at IASA have made the recording for my webcast available online:

The slides can be found here.

I also gave this talk at TechEd Barcelona and wanted to thank the attendee who posted this comment:

“You’ve done it again. Everytime I attend a session of yours I leave the room with new insights and inspiration on how to improve my software…”

You made my day.

Comments [4]
Posted on Saturday, November 15th, 2008.



User Management Sample


Posted in Presentations

For everybody who came to my Web Scalability via Asynchronous Systems Architecture talk at TechEd Barcelona, thank you for being such a great audience.

Here’s the link to the sample code I showed:

Download here.

Comments [3]
Posted on Wednesday, November 12th, 2008.



   


Don't miss my best content
 

Recommendations

Bryan Wheeler, Director Platform Development at msnbc.com
Udi Dahan is the real deal.

We brought him on site to give our development staff the 5-day “Advanced Distributed System Design” training. The course profoundly changed our understanding and approach to SOA and distributed systems.

Consider some of the evidence: 1. Months later, developers still make allusions to concepts learned in the course nearly every day 2. One of our developers went home and made her husband (a developer at another company) sign up for the course at a subsequent date/venue 3. Based on what we learned, we’ve made constant improvements to our architecture that have helped us to adapt to our ever changing business domain at scale and speed If you have the opportunity to receive the training, you will make a substantial paradigm shift.

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“Udi, one of the great minds in this area.
A man I respect immensely.”





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"Your blog and articles have been enormously useful in shaping, testing and refining my own approach to delivering on SOA initiatives over the last few years. Over and against a certain 3-layer-application-architecture-blown-out-to- distributed-proportions school of SOA, your writing, steers a far more valuable course."

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“I have known Udi for many years having attended his workshops and having several personal interactions including working with him when we were building our Composite Application Guidance in patterns & practices. What impresses me about Udi is his deep insight into how to address business problems through sound architecture. Backed by many years of building mission critical real world distributed systems it is no wonder that Udi is the best at what he does. When customers have deep issues with their system design, I point them Udi's way.”

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“When you need a man to do the job Udi is your man! No matter if you are facing near deadline deadlock or at the early stages of your development, if you have a problem Udi is the one who will probably be able to solve it, with his large experience at the industry and his widely horizons of thinking , he is always full of just in place great architectural ideas.
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“Everyone will tell you how smart and knowledgable Udi is ... and they are oh-so-right. Let me add that Udi is a smart LISTENER. He's always calibrating what he has to offer with your needs and your experience ... looking for the fit. He has strongly held views ... and the ability to temper them with the nuances of the situation.
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“My colleagues and I have spent five interesting days with Udi - diving into the many aspects of SOA. Udi has shown impressive abilities of understanding organizational challenges, and has brought the business perspective into our way of looking at services. He has an excellent understanding of the many layers from business at the top to the technical infrstructure at the bottom. He is a great listener, and manages to simplify challenges in a way that is understandable both for developers and CEOs, and all the specialists in between.”

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“Udi has provided us with guidance in system architecture and supports our implementation of NServiceBus in our core business application.

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“Udi delivered a 5 hour long workshop on SOA for aspiring architects in Norway. While keeping everyone awake and excited Udi gave us some great insights and really delivered on making complex software challenges simple. Truly the software simplist.”

Motty Cohen, SW Manager at KorenTec Technologies
“I know Udi very well from our mutual work at KorenTec. During the analysis and design of a complex, distributed C4I system - where the basic concepts of NServiceBus start to emerge - I gained a lot of "Udi's hours" so I can surely say that he is a professional, skilled architect with fresh ideas and unique perspective for solving complex architecture challenges. His ideas, concepts and parts of the artifacts are the basis of several state-of-the-art C4I systems that I was involved in their architecture design.”

Aaron Jensen Aaron Jensen, VP of Engineering at Eleutian Technology
Awesome. Just awesome.

We’d been meaning to delve into messaging at Eleutian after multiple discussions with and blog posts from Greg Young and Udi Dahan in the past. We weren’t entirely sure where to start, how to start, what tools to use, how to use them, etc. Being able to sit in a room with Udi for an entire week while he described exactly how, why and what he does to tackle a massive enterprise system was invaluable to say the least.

We now have a much better direction and, more importantly, have the confidence we need to start introducing these powerful concepts into production at Eleutian.”

Gad Rosenthal Gad Rosenthal, Department Manager at Retalix
“A thinking person. Brought fresh and valuable ideas that helped us in architecting our product. When recommending a solution he supports it with evidence and detail so you can successfully act based on it. Udi's support "comes on all levels" - As the solution architect through to the detailed class design. Trustworthy!”

Chris Bilson Chris Bilson, Developer at Russell Investment Group
“I had the pleasure of attending a workshop Udi led at the Seattle ALT.NET conference in February 2009. I have been reading Udi's articles and listening to his podcasts for a long time and have always looked to him as a source of advice on software architecture.
When I actually met him and talked to him I was even more impressed. Not only is Udi an extremely likable person, he's got that rare gift of being able to explain complex concepts and ideas in a way that is easy to understand.
All the attendees of the workshop greatly appreciate the time he spent with us and the amazing insights into service oriented architecture he shared with us.”

Alexey Shestialtynov Alexey Shestialtynov, Senior .Net Developer at Candidate Manager
“I met Udi at Candidate Manager where he was brought in part-time as a consultant to help the company make its flagship product more scalable. For me, even after 30 years in software development, working with Udi was a great learning experience. I simply love his fresh ideas and architecture insights.
As we all know it is not enough to be armed with best tools and technologies to be successful in software - there is still human factor involved. When, as it happens, the project got in trouble, management asked Udi to step into a leadership role and bring it back on track. This he did in the span of a month. I can only wish that things had been done this way from the very beginning.
I look forward to working with Udi again in the future.”

Christopher Bennage Christopher Bennage, President at Blue Spire Consulting, Inc.
“My company was hired to be the primary development team for a large scale and highly distributed application. Since these are not necessarily everyday requirements, we wanted to bring in some additional expertise. We chose Udi because of his blogging, podcasting, and speaking. We asked him to to review our architectural strategy as well as the overall viability of project.
I was very impressed, as Udi demonstrated a broad understanding of the sorts of problems we would face. His advice was honest and unbiased and very pragmatic. Whenever I questioned him on particular points, he was able to backup his opinion with real life examples. I was also impressed with his clarity and precision. He was very careful to untangle the meaning of words that might be overloaded or otherwise confusing. While Udi's hourly rate may not be the cheapest, the ROI is undoubtedly a deal. I would highly recommend consulting with Udi.”

Robert Lewkovich, Product / Development Manager at Eggs Overnight
“Udi's advice and consulting were a huge time saver for the project I'm responsible for. The $ spent were well worth it and provided me with a more complete understanding of nServiceBus and most importantly in helping make the correct architectural decisions earlier thereby reducing later, and more expensive, rework.”

Ray Houston Ray Houston, Director of Development at TOPAZ Technologies
“Udi's SOA class made me smart - it was awesome.

The class was very well put together. The materials were clear and concise and Udi did a fantastic job presenting it. It was a good mixture of lecture, coding, and question and answer. I fully expected that I would be taking notes like crazy, but it was so well laid out that the only thing I wrote down the entire course was what I wanted for lunch. Udi provided us with all the lecture materials and everyone has access to all of the samples which are in the nServiceBus trunk.

Now I know why Udi is the "Software Simplist." I was amazed to find that all the code and solutions were indeed very simple. The patterns that Udi presented keep things simple by isolating complexity so that it doesn't creep into your day to day code. The domain code looks the same if it's running in a single process or if it's running in 100 processes.”

Ian Cooper Ian Cooper, Team Lead at Beazley
“Udi is one of the leaders in the .Net development community, one of the truly smart guys who do not just get best architectural practice well enough to educate others but drives innovation. Udi consistently challenges my thinking in ways that make me better at what I do.”

Liron Levy, Team Leader at Rafael
“I've met Udi when I worked as a team leader in Rafael. One of the most senior managers there knew Udi because he was doing superb architecture job in another Rafael project and he recommended bringing him on board to help the project I was leading.
Udi brought with him fresh solutions and invaluable deep architecture insights. He is an authority on SOA (service oriented architecture) and this was a tremendous help in our project.
On the personal level - Udi is a great communicator and can persuade even the most difficult audiences (I was part of such an audience myself..) by bringing sound explanations that draw on his extensive knowledge in the software business. Working with Udi was a great learning experience for me, and I'll be happy to work with him again in the future.”

Adam Dymitruk Adam Dymitruk, Director of IT at Apara Systems
“I met Udi for the first time at DevTeach in Montreal back in early 2007. While Udi is usually involved in SOA subjects, his knowledge spans all of a software development company's concerns. I would not hesitate to recommend Udi for any company that needs excellent leadership, mentoring, problem solving, application of patterns, implementation of methodologies and straight out solution development.
There are very few people in the world that are as dedicated to their craft as Udi is to his. At ALT.NET Seattle, Udi explained many core ideas about SOA. The team that I brought with me found his workshop and other talks the highlight of the event and provided the most value to us and our organization. I am thrilled to have the opportunity to recommend him.”

Eytan Michaeli Eytan Michaeli, CTO Korentec
“Udi was responsible for a major project in the company, and as a chief architect designed a complex multi server C4I system with many innovations and excellent performance.”


Carl Kenne Carl Kenne, .Net Consultant at Dotway AB
“Udi's session "DDD in Enterprise apps" was truly an eye opener. Udi has a great ability to explain complex enterprise designs in a very comprehensive and inspiring way. I've seen several sessions on both DDD and SOA in the past, but Udi puts it in a completly new perspective and makes us understand what it's all really about. If you ever have a chance to see any of Udi's sessions in the future, take it!”

Avi Nehama, R&D Project Manager at Retalix
“Not only that Udi is a briliant software architecture consultant, he also has remarkable abilities to present complex ideas in a simple and concise manner, and...
always with a smile. Udi is indeed a top-league professional!”

Ben Scheirman Ben Scheirman, Lead Developer at CenterPoint Energy
“Udi is one of those rare people who not only deeply understands SOA and domain driven design, but also eloquently conveys that in an easy to grasp way. He is patient, polite, and easy to talk to. I'm extremely glad I came to his workshop on SOA.”

Scott C. Reynolds Scott C. Reynolds, Director of Software Engineering at CBLPath
“Udi is consistently advancing the state of thought in software architecture, service orientation, and domain modeling.
His mastery of the technologies and techniques is second to none, but he pairs that with a singular ability to listen and communicate effectively with all parties, technical and non, to help people arrive at context-appropriate solutions. Every time I have worked with Udi, or attended a talk of his, or just had a conversation with him I have come away from it enriched with new understanding about the ideas discussed.”

Evgeny-Hen Osipow, Head of R&D at PCLine
“Udi has helped PCLine on projects by implementing architectural blueprints demonstrating the value of simple design and code.”

Rhys Campbell Rhys Campbell, Owner at Artemis West
“For many years I have been following the works of Udi. His explanation of often complex design and architectural concepts are so cleanly broken down that even the most junior of architects can begin to understand these concepts. These concepts however tend to typify the "real world" problems we face daily so even the most experienced software expert will find himself in an "Aha!" moment when following Udi teachings.
It was a pleasure to finally meet Udi in Seattle Alt.Net OpenSpaces 2008, where I was pleasantly surprised at how down-to-earth and approachable he was. His depth and breadth of software knowledge also became apparent when discussion with his peers quickly dove deep in to the problems we current face. If given the opportunity to work with or recommend Udi I would quickly take that chance. When I think .Net Architecture, I think Udi.”

Sverre Hundeide Sverre Hundeide, Senior Consultant at Objectware
“Udi had been hired to present the third LEAP master class in Oslo. He is an well known international expert on enterprise software architecture and design, and is the author of the open source messaging framework nServiceBus. The entire class was based on discussion and interaction with the audience, and the only Power Point slide used was the one showing the agenda.
He started out with sketching a naive traditional n-tier application (big ball of mud), and based on suggestions from the audience we explored different solutions which might improve the solution. Whatever suggestions we threw at him, he always had a thoroughly considered answer describing pros and cons with the suggested solution. He obviously has a lot of experience with real world enterprise SOA applications.”

Raphaël Wouters Raphaël Wouters, Owner/Managing Partner at Medinternals
“I attended Udi's excellent course 'Advanced Distributed System Design with SOA and DDD' at Skillsmatter. Few people can truly claim such a high skill and expertise level, present it using a pragmatic, concrete no-nonsense approach and still stay reachable.”

Nimrod Peleg Nimrod Peleg, Lab Engineer at Technion IIT
“One of the best programmers and software engineer I've ever met, creative, knows how to design and implemet, very collaborative and finally - the applications he designed implemeted work for many years without any problems!

Jose Manuel Beas
“When I attended Udi's SOA Workshop, then it suddenly changed my view of what Service Oriented Architectures were all about. Udi explained complex concepts very clearly and created a very productive discussion environment where all the attendees could learn a lot. I strongly recommend hiring Udi.”

Daniel Jin Daniel Jin, Senior Lead Developer at PJM Interconnection
“Udi is one of the top SOA guru in the .NET space. He is always eager to help others by sharing his knowledge and experiences. His blog articles often offer deep insights and is a invaluable resource. I highly recommend him.”

Pasi Taive Pasi Taive, Chief Architect at Tieto
“I attended both of Udi's "UI Composition Key to SOA Success" and "DDD in Enterprise Apps" sessions and they were exceptionally good. I will definitely participate in his sessions again. Udi is a great presenter and has the ability to explain complex issues in a manner that everyone understands.”

Eran Sagi, Software Architect at HP
“So far, I heard about Service Oriented architecture all over. Everyone mentions it – the big buzz word. But, when I actually asked someone for what does it really mean, no one managed to give me a complete satisfied answer. Finally in his excellent course “Advanced Distributed Systems”, I got the answers I was looking for. Udi went over the different motivations (principles) of Services Oriented, explained them well one by one, and showed how each one could be technically addressed using NService bus. In his course, Udi also explain the way of thinking when coming to design a Service Oriented system. What are the questions you need to ask yourself in order to shape your system, place the logic in the right places for best Service Oriented system.

I would recommend this course for any architect or developer who deals with distributed system, but not only. In my work we do not have a real distributed system, but one PC which host both the UI application and the different services inside, all communicating via WCF. I found that many of the architecture principles and motivations of SOA apply for our system as well. Enough that you have SW partitioned into components and most of the principles becomes relevant to you as well. Bottom line – an excellent course recommended to any SW Architect, or any developer dealing with distributed system.”

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