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AWS for startups

aws.amazon.com/free   aws.amazon.com/careers
Introduction & AWS overview
A bit of background
Consumer Business             Seller            IT Infrastructure
                             Business                Business

   Tens of millions of      Sell on Amazon        Cloud computing
    active customer             websites          infrastructure for
        accounts                                  hosting web-scale
                             Use Amazon
                                                       solutions
                          technology for your
                           own retail website
     Eight countries:                                Hundreds of
    US, UK, Germany,      Leverage Amazon’s         thousands of
 Japan, France, Canada,   massive fulfillment   registered customers
       China, Italy         center network      in over 190 countries
About Amazon Web
 How did Amazon…

       Services




Deep experience in building
 and operating global web
      scale systems
                              ?
                                  …get into cloud computing?
Over 10 years in the making


Enablement of sellers on Amazon


Internal need for scalable deployment environment


Early forays proved developers were hungry for more
AWS Mission

Enable businesses and developers to
 use web services* to build scalable,
         sophisticated applications.


                *What people now call “the cloud”
Aws for Start-ups  - Introduction & AWS Overview
Not excess capacity!
Powering the Most Popular Internet Businesses
Trusted by Enterprises
We’ve been doing   big for a while…
Each day AWS adds the equivalent server
capacity to power Amazon when it was a
          global, $5B enterprise
Each day AWS adds the equivalent server
capacity to power Amazon when it was a
          global, $5B enterprise

                    2003

              $5.2B retail business
                7,800 employees
              A whole lot of servers
And it keeps getting   bigger
Objects in S3
                                         1.3 Trillion

     835k peak transactions per second
EMR Jobs



               3.7 M clusters
4,000,000   launched since May 2010
3,500,000
3,000,000
2,500,000
2,000,000
1,500,000
1,000,000
 500,000
       0
Customer focus
Innovation on behalf of our customers:




158 new features and services in 11months of 2012
Keep updated & grab a feed:
aws.typepad.com
What we do in a nutshell
Utility computing


       On demand    Pay as you go




         Uniform       Available
Utility computing


       On demand    Pay as you go




         Uniform       Available
Utility computing
Utility computing


       On demand                              Pay as you go
                        Compute
                                  Scaling
                     Security
                                CDN Backup
                     DNS   Database
                    Storage     Load Balancing
                    Workflow     Monitoring
                      Networking
         Uniform              Messaging          Available
On a global footprint

                                                                Region
  US-WEST (N. California)                                                          EU-WEST (Ireland)

                            GOV CLOUD                                                                                         ASIA PAC (Tokyo)




                                        US-EAST (Virginia)




US-WEST (Oregon)




                                                                                                       ASIA PAC (Singapore)


                                                       SOUTH AMERICA (Sao Paulo)



                                                                                                                                 ASIA PAC (Sydney)
On a global footprint

                        Availability Zone
On a global footprint

                                                                                          Edge Locations
                                                                                       London(2)

                 Seattle        South Bend                    New York (2)                            Amsterdam
                                                     Newark                                                       Stockholm
                                                                                       Dublin
     Palo Alto
                                                                                                                                                                            Tokyo


San Jose
                                                                                                                              Frankfurt(2)
                                                                                           Paris(2)

                                                                          Ashburn(2)                      Milan
                                                                                                                                                                                 Osaka
     Los Angeles (2)                                             Jacksonville

                           Dallas(2)                                                                                                                                 Hong Kong


                                St.Louis

                                             Miami                                                                                           Singapore(2)




                                                                                                                                                            Sydney
                                                                                  Sao Paulo
Why are customers adopting cloud computing?
Why are customers adopting cloud computing?
Variable expense   Replace capital expenditure with variable expense


                          On-premise        Capital investment &
                                            physical installation


                                            vs
                                            $0 to get started
                                            Pay as you go
Why are customers adopting cloud computing?
Economies of scale     Lower variable expense than companies can achieve
                       themselves




                     Saved $34m       10’s of millions of $    50% reduction
                     on SmartHub    saved with first 12 apps    in analytics
                      application      migrated to AWS              costs
Why are customers adopting cloud computing?
Economies of scale   Lower variable expense than companies can achieve
                     themselves


                                  Reduced       More
                                   Prices     Customers


                         Lower                              More AWS
                         Costs                               Usage


                                 Economies    More Infra-
                                  of Scale     structure
Why are customers adopting cloud computing?
Economies of scale   Lower variable expense than companies can achieve
                     themselves


                                  Reduced       More
                                   Prices     Customers


                         Lower                              More AWS
                         Costs                               Usage


                                 Economies    More Infra-
                                  of Scale     structure
Why are customers adopting cloud computing?
Economies of scale   Lower variable expense than companies can achieve
                     themselves


                                  Reduced       More
                                   Prices     Customers


                         Lower                              More AWS
                         Costs                               Usage


                                 Economies    More Infra-
                                  of Scale     structure
Why are customers adopting cloud computing?
Economies of scale   Lower variable expense than companies can achieve
                     themselves


                                  Reduced       More
                                   Prices     Customers


                         Lower                              More AWS
                         Costs                               Usage


                                 Economies    More Infra-
                                  of Scale     structure
Why are customers adopting cloud computing?
Elastic capacity   No need to guess capacity requirements and over-provision
Why are customers adopting cloud computing?
Elastic capacity   No need to guess capacity requirements and over-provision

  Demand
                            Actual demand
                                              Customer
                                            dissatisfaction


                                             Predicted demand

                   Waste

                                                                  Time
Why are customers adopting cloud computing?
Elastic capacity   No need to guess capacity requirements and over-provision

  Demand


                    Elastic capacity




                                                                  Time
Why are customers adopting cloud computing?
Speed and agility     Infrastructure in minutes not weeks




   Old World: Infrastructure in Weeks       Infrastructure in Minutes
                                                                                                            Add New Dev Environment
                                                      aws.amazon.com/managementconsole




                                             Instance Type                               M3 Extra Large
                                                                                                            Add New Production Environment
                                             Number of Instances                                    1,000
                                                                                                            Add New Environment in Japan
                                             Availability Zone                              US-West-2b
                                                                                                            Add 1,000 Servers
                                                                                          Launch            Remove 1,000 servers
Why are customers adopting cloud computing?
Speed and agility   Infrastructure in minutes not weeks



                   “We reduced                             “We can double
                    application        “Time to deploy
                                      from went weeks     server capacity in
                 deployment times                           20 seconds”
                from 2 months to 3        to hours.”
                      days.”
Why are customers adopting cloud computing?
Speed and agility   Infrastructure in minutes not weeks



                       “On-premise”

                         Experiment
                         Infrequently      Experiment Often     $00’s

                          Failure is        Fail quickly at a
                          expensive             low cost

                       Less Innovation      More Innovation
Why are customers adopting cloud computing?
Global Reach   Go global in minutes and reach a global audience




 Application
Why are customers adopting cloud computing?
Global Reach   Go global in minutes and reach a global audience




 Application
Elasticity
Typical weekly traffic to
               Amazon.com




Sunday   Monday   Tuesday   Wednesday   Thursday   Friday   Saturday
November traffic to Amazon.com




November
November traffic to Amazon.com
Provisioned capacity




November
November traffic to Amazon.com
                             76%
Provisioned capacity




November
                       24%
November 10th 2010
Turned off last physical web server of
             Amazon.com
November 10th 2010
Turned off last physical web server of
             Amazon.com

       October 31st 2011
Turned off last web servers supporting
         European business
November traffic to Amazon.com




November
40 servers to 5000 in 3 days
                                                                       EC2 scaled to peak of 5000
                                                                                         instances


         Number of EC2 Instances


                                                                            “Techcrunched”

                                                           Launch of Facebook
                                                                  modification

                                           Steady state of ~40
                                                     instances


                                   4/12/2008   4/13/2008   4/14/2008   4/15/2008   4/16/2008   4/17/2008   4/18/2008   4/19/2008   4/20/2008
The Toolbox
Global infrastructure




       Deployment & Administration


                 App Services


 Compute            Storage            Database        Regions
                                                  An independent collection of AWS resources in a
                 Networking                       defined geography
                                                  A solid foundation for meeting location-dependent
           AWS Global Infrastructure              privacy and compliance requirements
Global infrastructure




       Deployment & Administration


                 App Services


 Compute            Storage            Database        Availability Zones
                                                  Designed as independent failure zones
                 Networking                       Physically separated within a typical metropolitan
                                                  region
           AWS Global Infrastructure
Global infrastructure




       Deployment & Administration


                 App Services


 Compute            Storage            Database        Edge Locations
                                                  To deliver content to end users with lower latency
                 Networking                       A global network of edge locations
                                                  Supports global DNS infrastructure (Route53) and
           AWS Global Infrastructure              Cloud Front CDN
Networking


                                                  Direct Connect
                                                  Dedicated connection to AWS

                                                  VPN Connection
                                                  Secure internet connection to AWS
       Deployment & Administration


                 App Services
                                                  Virtual Private Cloud
                                                  Private, isolated section of the AWS Cloud
 Compute            Storage            Database
                                                  Route 53
                 Networking
                                                  Highly available and scalable Domain Name System
           AWS Global Infrastructure
Compute
                                                      Elastic Compute Cloud (EC2)
                      Vertical Scaling                Basic unit of compute capacity
                      From $0.02/hr                   Range of CPU, memory & local disk options
                                                      Wide range of instance types available, from micro to cluster
                                                      compute

                                                           Feature      Details
                                                           Flexible     Run windows or Linux distributions
                                                           Scalable     Wide range of instance types from micro to cluster
                                                                        compute
       Deployment & Administration
                                                   Machine Images       Configurations can be saved as machine images
                                                                        (AMIs) from which new instances can be created
                 App Services
                                                        Full control    Full root or administrator rights

 Compute            Storage            Database             Secure      Full firewall control via Security Groups

                                                        Monitoring      Publishes metrics to Cloud Watch

                 Networking                            Inexpensive      On-demand, Reserved and Spot instance types

                                                  VM Import/Export      Import and export VM images to transfer
           AWS Global Infrastructure                                    configurations in and out of EC2
Compute

                                                  Trigger auto-scaling
                                                  policy



as-create-auto-scaling-group MyGroup
    --launch-configuration MyConfig
    --availability-zones eu-west-1a
    --min-size 4
    --max-size 200



       Deployment & Administration
                                                            Auto-scaling
                                                            Automatic re-sizing of compute clusters based upon demand
                 App Services
                                                                              Feature     Details
 Compute            Storage            Database                                Control    Define minimum and maximum instance pool sizes
                                                                                          and when scaling and cool down occurs

                 Networking                                               Integrated to   Use metrics gathered by CloudWatch to drive
                                                                           CloudWatch     scaling
                                                                         Instance types   Run auto scaling for on-demand instances and spot.
           AWS Global Infrastructure                                                      Compatible with VPC
Compute

Elastic Load Balancing
Create highly scalable applications
Distribute load across EC2 instances in multiple
availability zones




          Deployment & Administration                         Feature     Details
                                                          Auto-scaling    Automatically scales to handle request volume

                     App Services                            Available    Load balance across instances in multiple availability
                                                                          zones

  Compute              Storage          Database         Health checks    Automatically checks health of instances and takes
                                                                          them in or out of service
                                                     Session stickiness   Route requests to the same instance
                     Networking
                                                   Secure sockets layer   Supports SSL offload from web and application
                                                                          servers with flexible cipher support
            AWS Global Infrastructure
                                                           Monitoring     Publishes metrics to Cloud Watch
Storage
                                                  S3 - Durable storage, any object
                                                  99.999999999% durability of objects
                                                  Unlimited storage of objects of any type
                                                  Up to 5TB size per object


                                                                  Feature      Details
                                                      Flexible object store    Buckets act like drives, folder structures within
                                                            Access control     Granular control over object permissions
       Deployment & Administration                  Server-side encryption     256bit AES encryption of objects
                                                       Multi-part uploads      Improved throughput & control
                 App Services                           Object versioning      Archive old objects and version new ones
                                                             Object expiry     Automatically remove old objects
 Compute            Storage            Database
                                                            Access logging     Full audit log of bucket/object actions
                                                     Web content hosting       Serve content as web site with built in page handling
                 Networking
                                                             Notifications     Receive notifications on key events
                                                           Import/Export       Physical device import/export service
           AWS Global Infrastructure
Aws for Start-ups  - Introduction & AWS Overview
Storage

                                                  Elastic Block Store
                                                  High performance block storage device
                                                  1GB to 1TB in size
                                                  Mount as drives to instances




                                                                  Feature        Details
       Deployment & Administration
                                                     High performance file       Mount EBS as drives and format as required
                                                                  system
                 App Services                                 Flexible size      Volumes from 1GB to 1TB in size
                                                                   Secure        Private to your instances
 Compute            Storage            Database
                                                             Performance         Use provisioned IOPS to get desired level of IO
                                                                                 performance
                 Networking                                      Available       Replicated within an Availability Zone
                                                                  Backups        Volumes can be snapshotted for point in time restore
           AWS Global Infrastructure                           Monitoring        Detailed metrics captured via Cloud Watch
Storage

                                                  Glacier
                                                  Low-cost storage service
                                                  Secure and durable storage for backup and archive
                                                  For data that is infrequently accessed



                                                                Feature      Details
                                                               Low cost      $0.01/GB/month with no up-front capital
       Deployment & Administration                                           commitments
                                                                Durable      Same 99.999999999% durability as S3

                 App Services                                   Flexible     Store any amount of data on-demand. Eliminate the
                                                                             need for capacity planning
                                                                 Secure      Leverage AWS’ robust security platform.
 Compute            Storage            Database                              Control access to your data.

                                                                    API      REST-based API to send and receive data
                 Networking
                                                          Import/Export      Optionally use portable storage devices to
                                                                             import/export mass data
           AWS Global Infrastructure
                                                         Vault inventory     Index for real-time view of the contents of the vault
Database

                                                  Relational Database Service
                                                  Database-as-a-Service
                                                  No need to install or manage database instances
                                                  Scalable and fault tolerant configurations

                                                                 Feature       Details
                                                         Platform support      Create MySQL, SQL Server and Oracle RDBMS

                                                           Preconfigured       Get started instantly with sensible default settings
       Deployment & Administration
                                                     Automated patching        Keep your database platform up to date
                                                                               automatically
                 App Services
                                                                 Backups       Automatic backups and point in time recovery and
                                                                               full DB backups
 Compute            Storage            Database          Provisioned IOPS      Specify IO throughput depending on requirements

                                                                 Failover      Automated failover to slave hosts in event of a
                 Networking                                                    failure
                                                              Replication      Easily create read-replicas of your data and
                                                                               seamlessly replicate data across availability zones
           AWS Global Infrastructure
Database

                                                  Amazon Relational Database Service (Amazon RDS)
                                                  databases stores forum threads, site content, and
                                                  project configuration data.

                                                  High availability Multi-AZ database deployment to
                                                  handle live game metadata and user-generated
                                                  content.
       Deployment & Administration
                                                  Enterprise-grade fault tolerance for protecting
                                                  customer data.
                 App Services

                                                  By managing time-consuming database
 Compute            Storage            Database
                                                  administration tasks, Amazon RDS allows SEGA to
                                                  focus on business critical applications.
                 Networking


           AWS Global Infrastructure
Database

                                                  DynamoDB
                                                  Provisioned throughput NoSQL database
                                                  Fast, predictable performance
                                                  Fully distributed, fault tolerant architecture



                                                                  Feature       Details
                                                  Provisioned throughput        Dial up or down provisioned read/write capacity
       Deployment & Administration                            Predictable       Average single digit millisecond latencies from SSD
                                                             performance        backed infrastructure

                 App Services                          Strong consistency       Be sure you are reading the most up to date values

                                                            Fault tolerant      Data replicated across availability zones
 Compute            Storage            Database
                                                               Monitoring       Integrated to Cloud Watch
                                                                   Secure       Integrates with AWS Identity and Access Management
                 Networking                                                     (IAM)
                                                       Elastic MapReduce        Integrates with Elastic MapReduce for complex
           AWS Global Infrastructure                                            analytics on large datasets
Application Services
                                                      Processing results
Amazon SQS
Reliable, highly scalable, queue service
for storing messages as they travel
                                                                                                 Amazon SQS
between instances




          Deployment & Administration
                                                                                            Processing
                                                                                            task/processing trigger
                    App Services
                                                                Feature     Details
   Compute            Storage              Database              Reliable   Messages stored redundantly across multiple
                                                                            availability zones
                                                                  Simple    Simple APIs to send and receive messages
                    Networking
                                                                 Scalable   Unlimited number of messages

             AWS Global Infrastructure                            Secure    Authentication of queues to ensure controlled
                                                                            access
Application Services
                                                                           1


Simple Workflow
                                                                                              2
Reliably coordinate processing steps across           Task A

applications
Integrate AWS and non-AWS resources
                                                                      Task B                                    3
Manage distributed state in complex                                (Auto-scaling)
systems


                                                                                                                Task C
          Deployment & Administration
                                                                   Feature          Details
                     App Services                              Process state        Maintain application state across complex
                                                                                    workflows in a reliable and available manner

  Compute               Storage            Database                Tracking         Tracks executions and log process for audit
                                                                                    purposes
                                                                Consistency         Ensures processing tasks are executed and
                     Networking                                                     duplicity of events does not occur
                                                                     Simple         Simple Decider and Task programming model for
               AWS Global Infrastructure                                            rapid integration
Aws for Start-ups  - Introduction & AWS Overview
Aws for Start-ups  - Introduction & AWS Overview
Aws for Start-ups  - Introduction & AWS Overview
Aws for Start-ups  - Introduction & AWS Overview
Aws for Start-ups  - Introduction & AWS Overview
Application Services
                                                     Document
Cloud Search                                          Server
Elastic search engine based upon
Amazon A9 search engine
Fully managed service with sophisticated
feature set
                                                                                                      Search
Scales automatically
                                                                                                      Server

          Deployment & Administration                                               Results

                    App Services
                                                                  Feature     Details
                                                              Auto-scaling    Automatically scales based upon request volumes
  Compute              Storage            Database                            and data volumes
                                                         High performance     In memory operation means consistently low
                    Networking                                                latency for search results
                                                     Sophisticated features   Support for faceting, stemming, synonyms, stop
                                                                              words and custom rank expressions
              AWS Global Infrastructure
                                                                  Low cost    Elastic service, pay for what you use
Application Services

                                                                              Served from S3
CloudFront                                                              3
                                                                                    /images/*

World-wide content distribution network
Easily distribute content to end users with low latency,
high data transfer speeds, and no commitments.

                                                           London                                                 2   Served from EC2
                                                                                                                           *.php

                                                                            Paris

                                                            1       Single CNAME
          Deployment & Administration                             www.mysite.com
                                                                                            NY


                                                                                    Feature      Details
                   App Services
                                                                                         Fast    Multiple world-wide edge locations to serve
                                                                                                 content as close to your users as possible
   Compute            Storage            Database               Integrated with other            Works seamlessly with S3 and EC2 origin servers
                                                                             services
                                                                     Dynamic content             Supports static and dynamic content from origin
                    Networking                                                                   servers
                                                                               Streaming         Supports rtmp from S3 and includes support for
             AWS Global Infrastructure                                                           live streaming from Adobe FMS and Microsoft
                                                                                                 Media Server
Application Services

Elastic MapReduce
Managed, elastic Hadoop cluster
Integrates with S3 & DynamoDB
Leverage Hive & Pig analytics scripts
Integrates with instance types such as spot



                                                                 Feature    Details
           Deployment & Administration
                                                                 Scalable   Use as many or as few compute instances running
                                                                            Hadoop as you want. Modify the number of instances
                    App Services                                            while your job flow is running
                                                    Integrated with other   Works seamlessly with S3 as origin and output.
                                                                 services   Integrates with DynamoDB
   Compute            Storage            Database
                                                         Comprehensive      Supports languages such as Hive and Pig for defining
                                                                            analytics, and allows complex definitions in
                    Networking                                              Cascading, Java, Ruby, Perl, Python, PHP, R, or C++
                                                           Cost effective   Works with Spot instance types
             AWS Global Infrastructure                        Monitoring    Monitor job flows from with the management
                                                                            console
Deployment & Admin

                                                  Elastic Beanstalk
                                                  One-click deployment from Eclipse, Visual Studio and Git
                                                  Rapid deployment of applications
                                                  All AWS resources automatically created




       Deployment & Administration                               Feature      Details
                                                        Platform support      Containers for Java, .NET and PHP
                 App Services
                                                       Resource creation      Creates load balancer, instances, auto scaling and
                                                                              monitoring automatically
 Compute            Storage            Database        Monitoring & Logs      Integrated with Cloud Watch and consolidates
                                                                              server logs

                 Networking                                    Versioning     Manage versions of applications and easily rollback
                                                                              deployments
                                                            Notifications     Receive alerts on key events
           AWS Global Infrastructure
                                                      Full resource access    Access all underlying AWS resources as necessary
Deployment & Admin




                                                  Cloud Formation
                                                  Automate creation of ‘stacks’ in a repeatable way
                                                  Scripting framework for AWS resource creation

       Deployment & Administration
                                                               Feature      Details
                                                      Platform support      Support for AWS resources from EC2 to IAM
                 App Services

                                                      Resource creation     Creates AWS resources behind the scenes and
 Compute            Storage            Database                             reports on progress
                                                            Declarative     Specify stacks in JSON format and source control
                                                                            your environments
                 Networking
                                                          Customizable      Drive stack creation with parameters

           AWS Global Infrastructure
Deployment & Admin

                                                  Identity & Access Management
                                                  Granular control of user rights with AWS
                                                  Automated granting of EC2 service rights




                                                  Software Developer Kits
                                                  Comprehensive support of programming models for using
       Deployment & Administration                AWS services

                 App Services


 Compute            Storage            Database


                 Networking


           AWS Global Infrastructure
+ others
   Simple Email Service
Simple Notification Service
        ElastiCache
       CloudWatch
     Storage Gateway
            …
Easily and rapidly analyze
                                      petabytes of data
    Introducing Amazon         1/10 the cost of traditional data
                Redshift                 warehouses
Data Warehousing the AWS Way      Automated deployment &
                                       administration
                               Compatible with popular BI tools
Internal Testing:
             At Least 10X Faster for a Fraction of the Cost

                                                              Amazon
                              Our Test                        Redshift


 On-premises retail       2 billion row data set      Two 16 TB /
  data warehouse           & 6 most complex        128 GB RAM nodes
                                  queries
 32 nodes, 4.2 TB of                                  $3.65 / hour
 RAM, 1.6 PB of disk
Several million dollars
AWS Data Pipeline




                                            Your Analytics
                                             Your analysis
                    AWS Data Pipeline

        Orchestration service for data-driven workflows
        Create automated and scheduled data flows
        Pre-integrated with AWS data sources
        Easily connect with 3rd party & on-premises sources
NEW! Amazon Elastic Transcoder
                                    Amazon Elastic Transcoder
                                                                                     
                                        Transcoding Pipeline 1
                                                                                         Amazon S3
                                                                                          Output
                                                                                          Bucket

      Amazon S3
     Input Bucket                        Transcoding Pipeline 2
                                                                                         Amazon S3
                                                                                          Output
                                                                                          Bucket

      Amazon S3
     Input Bucket
                                         Transcoding Pipeline 4
                                                                                         Amazon S3
                                                                                          Output
                                                                                          Bucket




       
                           720p
                                                    Kindle Fire             Custom
                                                       HD

                    Transcoding Job n          Transcoding Job 2         Transcoding Job 1
                                          Inside a Transcoding Pipeline
The Toolbox
The Toolbox
A toybox for dev-ops
The Toolbox
With grown up certifications
Security is Our #1 Priority


                         SOC 2      ISAE 3402 FISMA Moderate   PCI DSS   FIPS 140-2
Physical    Network
Security    Security
                        ISO 27001      ITAR         HIPAA            MPAA

Platform    People &
Security   Procedures
Many Customers’ Security Posture Improves In
                the Cloud

 “You basically turn yourself into a      “The improved computer security
 polymorphic surface to which the           includes, but is not limited to,
   attack guy has a much tougher              greater protection against
 time getting at. That, ultimately, is      network attacks and real time
   the real key advantage to drive         detection of system tampering.”
   security and make things much
   better for us across the board.”

                         Gus Hunt, CTO            Earl E. Devaney, Chairman
            Central Intelligence Agency                        Recovery.gov

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Aws for Start-ups - Introduction & AWS Overview

  • 1. AWS for startups aws.amazon.com/free aws.amazon.com/careers
  • 2. Introduction & AWS overview A bit of background
  • 3. Consumer Business Seller IT Infrastructure Business Business Tens of millions of Sell on Amazon Cloud computing active customer websites infrastructure for accounts hosting web-scale Use Amazon solutions technology for your own retail website Eight countries: Hundreds of US, UK, Germany, Leverage Amazon’s thousands of Japan, France, Canada, massive fulfillment registered customers China, Italy center network in over 190 countries
  • 4. About Amazon Web How did Amazon… Services Deep experience in building and operating global web scale systems ? …get into cloud computing?
  • 5. Over 10 years in the making Enablement of sellers on Amazon Internal need for scalable deployment environment Early forays proved developers were hungry for more
  • 6. AWS Mission Enable businesses and developers to use web services* to build scalable, sophisticated applications. *What people now call “the cloud”
  • 9. Powering the Most Popular Internet Businesses
  • 11. We’ve been doing big for a while…
  • 12. Each day AWS adds the equivalent server capacity to power Amazon when it was a global, $5B enterprise
  • 13. Each day AWS adds the equivalent server capacity to power Amazon when it was a global, $5B enterprise 2003 $5.2B retail business 7,800 employees A whole lot of servers
  • 14. And it keeps getting bigger
  • 15. Objects in S3 1.3 Trillion 835k peak transactions per second
  • 16. EMR Jobs 3.7 M clusters 4,000,000 launched since May 2010 3,500,000 3,000,000 2,500,000 2,000,000 1,500,000 1,000,000 500,000 0
  • 18. Innovation on behalf of our customers: 158 new features and services in 11months of 2012
  • 19. Keep updated & grab a feed: aws.typepad.com
  • 20. What we do in a nutshell
  • 21. Utility computing On demand Pay as you go Uniform Available
  • 22. Utility computing On demand Pay as you go Uniform Available
  • 24. Utility computing On demand Pay as you go Compute Scaling Security CDN Backup DNS Database Storage Load Balancing Workflow Monitoring Networking Uniform Messaging Available
  • 25. On a global footprint Region US-WEST (N. California) EU-WEST (Ireland) GOV CLOUD ASIA PAC (Tokyo) US-EAST (Virginia) US-WEST (Oregon) ASIA PAC (Singapore) SOUTH AMERICA (Sao Paulo) ASIA PAC (Sydney)
  • 26. On a global footprint Availability Zone
  • 27. On a global footprint Edge Locations London(2) Seattle South Bend New York (2) Amsterdam Newark Stockholm Dublin Palo Alto Tokyo San Jose Frankfurt(2) Paris(2) Ashburn(2) Milan Osaka Los Angeles (2) Jacksonville Dallas(2) Hong Kong St.Louis Miami Singapore(2) Sydney Sao Paulo
  • 28. Why are customers adopting cloud computing?
  • 29. Why are customers adopting cloud computing? Variable expense Replace capital expenditure with variable expense On-premise Capital investment & physical installation vs $0 to get started Pay as you go
  • 30. Why are customers adopting cloud computing? Economies of scale Lower variable expense than companies can achieve themselves Saved $34m 10’s of millions of $ 50% reduction on SmartHub saved with first 12 apps in analytics application migrated to AWS costs
  • 31. Why are customers adopting cloud computing? Economies of scale Lower variable expense than companies can achieve themselves Reduced More Prices Customers Lower More AWS Costs Usage Economies More Infra- of Scale structure
  • 32. Why are customers adopting cloud computing? Economies of scale Lower variable expense than companies can achieve themselves Reduced More Prices Customers Lower More AWS Costs Usage Economies More Infra- of Scale structure
  • 33. Why are customers adopting cloud computing? Economies of scale Lower variable expense than companies can achieve themselves Reduced More Prices Customers Lower More AWS Costs Usage Economies More Infra- of Scale structure
  • 34. Why are customers adopting cloud computing? Economies of scale Lower variable expense than companies can achieve themselves Reduced More Prices Customers Lower More AWS Costs Usage Economies More Infra- of Scale structure
  • 35. Why are customers adopting cloud computing? Elastic capacity No need to guess capacity requirements and over-provision
  • 36. Why are customers adopting cloud computing? Elastic capacity No need to guess capacity requirements and over-provision Demand Actual demand Customer dissatisfaction Predicted demand Waste Time
  • 37. Why are customers adopting cloud computing? Elastic capacity No need to guess capacity requirements and over-provision Demand Elastic capacity Time
  • 38. Why are customers adopting cloud computing? Speed and agility Infrastructure in minutes not weeks Old World: Infrastructure in Weeks Infrastructure in Minutes Add New Dev Environment aws.amazon.com/managementconsole Instance Type M3 Extra Large Add New Production Environment Number of Instances 1,000 Add New Environment in Japan Availability Zone US-West-2b Add 1,000 Servers Launch Remove 1,000 servers
  • 39. Why are customers adopting cloud computing? Speed and agility Infrastructure in minutes not weeks “We reduced “We can double application “Time to deploy from went weeks server capacity in deployment times 20 seconds” from 2 months to 3 to hours.” days.”
  • 40. Why are customers adopting cloud computing? Speed and agility Infrastructure in minutes not weeks “On-premise” Experiment Infrequently Experiment Often $00’s Failure is Fail quickly at a expensive low cost Less Innovation More Innovation
  • 41. Why are customers adopting cloud computing? Global Reach Go global in minutes and reach a global audience Application
  • 42. Why are customers adopting cloud computing? Global Reach Go global in minutes and reach a global audience Application
  • 44. Typical weekly traffic to Amazon.com Sunday Monday Tuesday Wednesday Thursday Friday Saturday
  • 45. November traffic to Amazon.com November
  • 46. November traffic to Amazon.com Provisioned capacity November
  • 47. November traffic to Amazon.com 76% Provisioned capacity November 24%
  • 48. November 10th 2010 Turned off last physical web server of Amazon.com
  • 49. November 10th 2010 Turned off last physical web server of Amazon.com October 31st 2011 Turned off last web servers supporting European business
  • 50. November traffic to Amazon.com November
  • 51. 40 servers to 5000 in 3 days EC2 scaled to peak of 5000 instances Number of EC2 Instances “Techcrunched” Launch of Facebook modification Steady state of ~40 instances 4/12/2008 4/13/2008 4/14/2008 4/15/2008 4/16/2008 4/17/2008 4/18/2008 4/19/2008 4/20/2008
  • 53. Global infrastructure Deployment & Administration App Services Compute Storage Database Regions An independent collection of AWS resources in a Networking defined geography A solid foundation for meeting location-dependent AWS Global Infrastructure privacy and compliance requirements
  • 54. Global infrastructure Deployment & Administration App Services Compute Storage Database Availability Zones Designed as independent failure zones Networking Physically separated within a typical metropolitan region AWS Global Infrastructure
  • 55. Global infrastructure Deployment & Administration App Services Compute Storage Database Edge Locations To deliver content to end users with lower latency Networking A global network of edge locations Supports global DNS infrastructure (Route53) and AWS Global Infrastructure Cloud Front CDN
  • 56. Networking Direct Connect Dedicated connection to AWS VPN Connection Secure internet connection to AWS Deployment & Administration App Services Virtual Private Cloud Private, isolated section of the AWS Cloud Compute Storage Database Route 53 Networking Highly available and scalable Domain Name System AWS Global Infrastructure
  • 57. Compute Elastic Compute Cloud (EC2) Vertical Scaling Basic unit of compute capacity From $0.02/hr Range of CPU, memory & local disk options Wide range of instance types available, from micro to cluster compute Feature Details Flexible Run windows or Linux distributions Scalable Wide range of instance types from micro to cluster compute Deployment & Administration Machine Images Configurations can be saved as machine images (AMIs) from which new instances can be created App Services Full control Full root or administrator rights Compute Storage Database Secure Full firewall control via Security Groups Monitoring Publishes metrics to Cloud Watch Networking Inexpensive On-demand, Reserved and Spot instance types VM Import/Export Import and export VM images to transfer AWS Global Infrastructure configurations in and out of EC2
  • 58. Compute Trigger auto-scaling policy as-create-auto-scaling-group MyGroup --launch-configuration MyConfig --availability-zones eu-west-1a --min-size 4 --max-size 200 Deployment & Administration Auto-scaling Automatic re-sizing of compute clusters based upon demand App Services Feature Details Compute Storage Database Control Define minimum and maximum instance pool sizes and when scaling and cool down occurs Networking Integrated to Use metrics gathered by CloudWatch to drive CloudWatch scaling Instance types Run auto scaling for on-demand instances and spot. AWS Global Infrastructure Compatible with VPC
  • 59. Compute Elastic Load Balancing Create highly scalable applications Distribute load across EC2 instances in multiple availability zones Deployment & Administration Feature Details Auto-scaling Automatically scales to handle request volume App Services Available Load balance across instances in multiple availability zones Compute Storage Database Health checks Automatically checks health of instances and takes them in or out of service Session stickiness Route requests to the same instance Networking Secure sockets layer Supports SSL offload from web and application servers with flexible cipher support AWS Global Infrastructure Monitoring Publishes metrics to Cloud Watch
  • 60. Storage S3 - Durable storage, any object 99.999999999% durability of objects Unlimited storage of objects of any type Up to 5TB size per object Feature Details Flexible object store Buckets act like drives, folder structures within Access control Granular control over object permissions Deployment & Administration Server-side encryption 256bit AES encryption of objects Multi-part uploads Improved throughput & control App Services Object versioning Archive old objects and version new ones Object expiry Automatically remove old objects Compute Storage Database Access logging Full audit log of bucket/object actions Web content hosting Serve content as web site with built in page handling Networking Notifications Receive notifications on key events Import/Export Physical device import/export service AWS Global Infrastructure
  • 62. Storage Elastic Block Store High performance block storage device 1GB to 1TB in size Mount as drives to instances Feature Details Deployment & Administration High performance file Mount EBS as drives and format as required system App Services Flexible size Volumes from 1GB to 1TB in size Secure Private to your instances Compute Storage Database Performance Use provisioned IOPS to get desired level of IO performance Networking Available Replicated within an Availability Zone Backups Volumes can be snapshotted for point in time restore AWS Global Infrastructure Monitoring Detailed metrics captured via Cloud Watch
  • 63. Storage Glacier Low-cost storage service Secure and durable storage for backup and archive For data that is infrequently accessed Feature Details Low cost $0.01/GB/month with no up-front capital Deployment & Administration commitments Durable Same 99.999999999% durability as S3 App Services Flexible Store any amount of data on-demand. Eliminate the need for capacity planning Secure Leverage AWS’ robust security platform. Compute Storage Database Control access to your data. API REST-based API to send and receive data Networking Import/Export Optionally use portable storage devices to import/export mass data AWS Global Infrastructure Vault inventory Index for real-time view of the contents of the vault
  • 64. Database Relational Database Service Database-as-a-Service No need to install or manage database instances Scalable and fault tolerant configurations Feature Details Platform support Create MySQL, SQL Server and Oracle RDBMS Preconfigured Get started instantly with sensible default settings Deployment & Administration Automated patching Keep your database platform up to date automatically App Services Backups Automatic backups and point in time recovery and full DB backups Compute Storage Database Provisioned IOPS Specify IO throughput depending on requirements Failover Automated failover to slave hosts in event of a Networking failure Replication Easily create read-replicas of your data and seamlessly replicate data across availability zones AWS Global Infrastructure
  • 65. Database Amazon Relational Database Service (Amazon RDS) databases stores forum threads, site content, and project configuration data. High availability Multi-AZ database deployment to handle live game metadata and user-generated content. Deployment & Administration Enterprise-grade fault tolerance for protecting customer data. App Services By managing time-consuming database Compute Storage Database administration tasks, Amazon RDS allows SEGA to focus on business critical applications. Networking AWS Global Infrastructure
  • 66. Database DynamoDB Provisioned throughput NoSQL database Fast, predictable performance Fully distributed, fault tolerant architecture Feature Details Provisioned throughput Dial up or down provisioned read/write capacity Deployment & Administration Predictable Average single digit millisecond latencies from SSD performance backed infrastructure App Services Strong consistency Be sure you are reading the most up to date values Fault tolerant Data replicated across availability zones Compute Storage Database Monitoring Integrated to Cloud Watch Secure Integrates with AWS Identity and Access Management Networking (IAM) Elastic MapReduce Integrates with Elastic MapReduce for complex AWS Global Infrastructure analytics on large datasets
  • 67. Application Services Processing results Amazon SQS Reliable, highly scalable, queue service for storing messages as they travel Amazon SQS between instances Deployment & Administration Processing task/processing trigger App Services Feature Details Compute Storage Database Reliable Messages stored redundantly across multiple availability zones Simple Simple APIs to send and receive messages Networking Scalable Unlimited number of messages AWS Global Infrastructure Secure Authentication of queues to ensure controlled access
  • 68. Application Services 1 Simple Workflow 2 Reliably coordinate processing steps across Task A applications Integrate AWS and non-AWS resources Task B 3 Manage distributed state in complex (Auto-scaling) systems Task C Deployment & Administration Feature Details App Services Process state Maintain application state across complex workflows in a reliable and available manner Compute Storage Database Tracking Tracks executions and log process for audit purposes Consistency Ensures processing tasks are executed and Networking duplicity of events does not occur Simple Simple Decider and Task programming model for AWS Global Infrastructure rapid integration
  • 74. Application Services Document Cloud Search Server Elastic search engine based upon Amazon A9 search engine Fully managed service with sophisticated feature set Search Scales automatically Server Deployment & Administration Results App Services Feature Details Auto-scaling Automatically scales based upon request volumes Compute Storage Database and data volumes High performance In memory operation means consistently low Networking latency for search results Sophisticated features Support for faceting, stemming, synonyms, stop words and custom rank expressions AWS Global Infrastructure Low cost Elastic service, pay for what you use
  • 75. Application Services Served from S3 CloudFront 3 /images/* World-wide content distribution network Easily distribute content to end users with low latency, high data transfer speeds, and no commitments. London 2 Served from EC2 *.php Paris 1 Single CNAME Deployment & Administration www.mysite.com NY Feature Details App Services Fast Multiple world-wide edge locations to serve content as close to your users as possible Compute Storage Database Integrated with other Works seamlessly with S3 and EC2 origin servers services Dynamic content Supports static and dynamic content from origin Networking servers Streaming Supports rtmp from S3 and includes support for AWS Global Infrastructure live streaming from Adobe FMS and Microsoft Media Server
  • 76. Application Services Elastic MapReduce Managed, elastic Hadoop cluster Integrates with S3 & DynamoDB Leverage Hive & Pig analytics scripts Integrates with instance types such as spot Feature Details Deployment & Administration Scalable Use as many or as few compute instances running Hadoop as you want. Modify the number of instances App Services while your job flow is running Integrated with other Works seamlessly with S3 as origin and output. services Integrates with DynamoDB Compute Storage Database Comprehensive Supports languages such as Hive and Pig for defining analytics, and allows complex definitions in Networking Cascading, Java, Ruby, Perl, Python, PHP, R, or C++ Cost effective Works with Spot instance types AWS Global Infrastructure Monitoring Monitor job flows from with the management console
  • 77. Deployment & Admin Elastic Beanstalk One-click deployment from Eclipse, Visual Studio and Git Rapid deployment of applications All AWS resources automatically created Deployment & Administration Feature Details Platform support Containers for Java, .NET and PHP App Services Resource creation Creates load balancer, instances, auto scaling and monitoring automatically Compute Storage Database Monitoring & Logs Integrated with Cloud Watch and consolidates server logs Networking Versioning Manage versions of applications and easily rollback deployments Notifications Receive alerts on key events AWS Global Infrastructure Full resource access Access all underlying AWS resources as necessary
  • 78. Deployment & Admin Cloud Formation Automate creation of ‘stacks’ in a repeatable way Scripting framework for AWS resource creation Deployment & Administration Feature Details Platform support Support for AWS resources from EC2 to IAM App Services Resource creation Creates AWS resources behind the scenes and Compute Storage Database reports on progress Declarative Specify stacks in JSON format and source control your environments Networking Customizable Drive stack creation with parameters AWS Global Infrastructure
  • 79. Deployment & Admin Identity & Access Management Granular control of user rights with AWS Automated granting of EC2 service rights Software Developer Kits Comprehensive support of programming models for using Deployment & Administration AWS services App Services Compute Storage Database Networking AWS Global Infrastructure
  • 80. + others Simple Email Service Simple Notification Service ElastiCache CloudWatch Storage Gateway …
  • 81. Easily and rapidly analyze petabytes of data Introducing Amazon 1/10 the cost of traditional data Redshift warehouses Data Warehousing the AWS Way Automated deployment & administration Compatible with popular BI tools
  • 82. Internal Testing: At Least 10X Faster for a Fraction of the Cost Amazon Our Test Redshift On-premises retail 2 billion row data set Two 16 TB / data warehouse & 6 most complex 128 GB RAM nodes queries 32 nodes, 4.2 TB of $3.65 / hour RAM, 1.6 PB of disk Several million dollars
  • 83. AWS Data Pipeline Your Analytics Your analysis AWS Data Pipeline Orchestration service for data-driven workflows Create automated and scheduled data flows Pre-integrated with AWS data sources Easily connect with 3rd party & on-premises sources
  • 84. NEW! Amazon Elastic Transcoder Amazon Elastic Transcoder   Transcoding Pipeline 1 Amazon S3 Output Bucket Amazon S3 Input Bucket Transcoding Pipeline 2 Amazon S3 Output Bucket Amazon S3 Input Bucket Transcoding Pipeline 4 Amazon S3 Output Bucket  720p Kindle Fire  Custom HD Transcoding Job n Transcoding Job 2  Transcoding Job 1 Inside a Transcoding Pipeline
  • 86. The Toolbox A toybox for dev-ops
  • 87. The Toolbox With grown up certifications
  • 88. Security is Our #1 Priority SOC 2 ISAE 3402 FISMA Moderate PCI DSS FIPS 140-2 Physical Network Security Security ISO 27001 ITAR HIPAA MPAA Platform People & Security Procedures
  • 89. Many Customers’ Security Posture Improves In the Cloud “You basically turn yourself into a “The improved computer security polymorphic surface to which the includes, but is not limited to, attack guy has a much tougher greater protection against time getting at. That, ultimately, is network attacks and real time the real key advantage to drive detection of system tampering.” security and make things much better for us across the board.” Gus Hunt, CTO Earl E. Devaney, Chairman Central Intelligence Agency Recovery.gov