1. Dr. Werner Vogels
CTO, Amazon.com
@werner
Transformation Powered by the AWS Cloud

2. Our largest AWS Summit series, ever.
Over 39,000 people registered
Stockholm San Francisco
Amsterdam

3. 7 Years Young
Amazon S3 launched: March 14th 2006

4. 30+ services spanning
compute, storage, database
and application management

5. 100,000s of customers,
across 190 countries.

6. Used by the Hottest Startups in the Netherlands

7. And by the Largest Enterprises

8. Here and
abroad

9. A wide range of technologies

10. Thriving Partner Ecosystem
Consulting Partners Technology Partners

11. AWS Marketplace: Buy Software Pre-Configured to Run
on AWS
Growth since Jan 1, 2013
25 categories
977 product listings
Active customers
Usage per customer
308%
152%

12. The AWS Price Reduction Philosophy
Ecosystem
Global Footprint
New Features
New ServicesInfrastructure
Innovation
More AWS
Usage
More
Infrastructure
Economies
of Scale
Lower
Infrastructure
Costs
Reduced
Prices
More
Customers

13. Customer Infrastructure Audits
Saves money
Improves availability
Closes security gaps
Increases performance
Recent Performance
329,000 recommendations
$22M in annualized savings
AWS Trusted Advisor

14. AWS Service Launches and Feature Updates
2007 2008 2009 2010 2011 2012
9
24
48
82
61
159

15. AWS Service Launches and Feature Updates
2007 2008 2009 2010 2011 2012 2013
9
24
48
82
61
159
154

16. AWS Service Launches and Feature Updates
2007 2008 2009 2010 2011 2012 2013
9
24
48
82
61
159

17. Amazon S3: Over 2 Trillion Total Objects
1.1M peak
requests/sec

18. Amazon Elastic MapReduce: Clusters launched by customers
5.5 M clusters
launched since May 2010

19. Infrastructure as a Service Magic Quadrant
2013
“AWS is the overwhelming market
share leader, with more than five
times the compute capacity in
use than the aggregate total of the
other fourteen providers.”

20. Amazon DynamoDB Amazon Redshift Amazon Glacier

21. The most radical and transformative of
inventions are those that empower
others to unleash their creativity -
to pursue their dreams
“
”
Jeff Bezos, Letter to Shareholders, 2012

22. The most radical and transformative of
inventions are those that empower
others to unleash their creativity -
to pursue their dreams
“
”
Jeff Bezos, Letter to Shareholders, 2012

24. Transformation:
What drives it?
Who is doing it?
What is next?

25. Transformation:
What drives it?
Who is doing it?
What is next?

26. Economic drivers Abundance of products
Intensifying competition
Growing consumer power
Reduced customer loyalty
Limited capital
Q
$
D
S

27. Uncertainty

28. Addressing Uncertainty Acquire resources on demand
Release resources when no
longer needed
Pay for what you use
Leverage other’s core
competencies
Turn fixed cost into variable

29. The benefits of cloud
computing

30. 1. Trade Capital Expense for Variable Expense
On-Premises
$0 to get started
Pay as you go
Saved $34M on
SmartHub app

31. Reduced IT costs
by 40% over a five
year period
Reduced web
infrastructure cost
by 50%
2. Lower Variable Expense Than Going it Alone
Saved $1.6M-$2.4M
on capital
expenditure

32. 3. You Don’t Need to Guess Capacity
Self Hosting
Waste
Actual demand
Predicted Demand
Rigid
Actual demand
Elastic
The Cloud

33. Typical Weekly Traffic to Amazon.com
Sunday Monday Tuesday Wednesday Thursday Friday Saturday

34. Typical Weekly Traffic to Amazon.com
Sunday Monday Tuesday Wednesday Thursday Friday Saturday
39%
61%

35. November Traffic for Amazon.com

36. November Traffic for Amazon.com
76%
24%

37. November 10th, 2010
October 31, 2011

38. November Traffic for Amazon.com

39. 4. Dramatically Increase Speed & Agility
Add New Dev Environment
Add New Production Environment
Add New Environment in Japan
Add 1,000 Servers
Remove 1,000 servers
Number of Instances 1,000
Instance Type M3 Extra Large
Availability Zone US-West-2b
Launch
aws.amazon.com/managementconsole
AWS: Infrastructure in MinutesOld World: Infrastructure in Weeks

40. Increase Innovation When The Cost of Failure Approaches Zero
Old world: AWS:
Experiment infrequently
Failure is expensive
Less innovation
Near $0 Experiment often
Fail quickly at a low cost
More innovation

41. 5. Stop Spending Money on Undifferentiated Heavy Lifting
buy and install new hardware
set up and configure new software
build new data centers
so you don’t have to...
Data Centers
Power
Cooling
Cabling
Networking
Racks
Servers
Storage
Labor
We take care of...

42. 6. Go Global in Minutes

44. 1. Trade capital expense for variable expense
2. Lower variable expense than companies can do themselves
3. You don’t need to guess capacity
4. Dramatically improved speed and agility
5. Stop spending money on undifferentiated heavy lifting
6. Go global in minutes
The Benefits of Cloud Computing

45. Peter Moeykens
Technical Fellow

46. WORLD LEADER
IN LOCATION AND
NAVIGATION
PRODUCTS
AND SERVICES
3,500
EMPLOYEES
WORLDWIDE
HEADQUARTERED
IN
AMSTERDAM

47. What did we do?

48. Engineers concentrating on core
competencies, not infrastructure
True Agility
The right tools
Encourage R&D with resources on demand
“Fail Early”
Accountability as a job role
How did AWS ensure
engineering success?
Empowerment

49. AWS tools for high availability means plenty of 9’s in the SLA
AWS global deployment
EC2 instant scaling to meet the most demanding customers
Cost transparency – no hidden surprises
Reserved instances for more cost savings
The Amazon name inspires customer confidence
AWS for Enterprise Success
A Sure Bet

50. Millions of transactions a day – right now!
No fear of success – bring them on!
2013 – 2014 will be years of growth
Services, SDKs, availability zones, etc.
Improve, inspire and never stop innovating!
LBS Today and Tomorrow

51. Thank You!

52. The Foundation for
21st Century Architectures

53. awsofa.info

54. Old world
Development
Experimentation
Flexibility
Years
$$$
Rigid
Availability Scarce
AWS
Minutes
$0.00
Elastic
Plentiful

55. Old world
Development
Experimentation
Flexibility
Years
$$$
Rigid
Availability Scarce
AWS
Minutes
$0.00
Elastic
Plentiful

56. Transformation:
What drives it?
Who is doing it?
What is next?

57. Transformation:
What drives it?
Who is doing it?
What is next?

58. Every industry.

59. Financial Services

60. Financial Services
Extreme competition
New products and instruments daily
Rapid development and delivery
Rapid experimentation

61. Stringent regulatory, compliance
and security requirements.

65. Media & Advertising

66. 1950 1960 1970 1980 1990 2000 2010
$10,000
$20,000
$30,000
$40,000
$50,000
$60,000
$70,000
Print Only
Including Online
Millions of 2012 Dollars
Newspaper Advertising Revenue
Adjusted for Inflation, 1950 to 2012
Source: Newspaper Association of America
Carpe Diem Blog

67. Media and Advertising
New ways to monetize content
Competitive landscape changing
Highly competitive
Driven by data

74. Jan Willem Eshuis
Chief Technology Officer

87. Health Care & Biotechnology

88. Health care & biotechnology
Huge impact
Rapid innovation
Collaborative on a global scale

92. 1000 Genomes Project
250 TB of data
~2000 complete genomes
Available to all, via S3

93. Hospitality

94. Hospitality
Rapid growth
Cost conscious
IT is undifferentiated heavy lifting
A ‘long tail’ from B&B to boutiques

95. Rapid growth and huge opportunities
for online engagement

96. Focus on the customer

102. Energy

103. Energy, oil and gas
Huge organizations
Strive for agility
Hundreds of developers
IT is a fundamental component

106. 106
Menno Abbink
Senior Enterprise Architect
menno.abbink@essent.nl
The road to a ‘Cloud Unless’ strategy
How we have been using AWS technologies over the last 4 years

107. who isEssent
 Since 2009 part of RWE Group
 The largest energy company in the Netherlands
 2.516 M electricity customers
 2.187 M gas customers
 2.539 employees
 3.770 M net turnover
 272 M operating result
(results 2012)

108. cloud on our radar
Cloud Computing was mentioned in
Gartner’s Magic Quadrant for
Emerging Technologies for the first
time in 2008 and has been on our
radar ever since.
We have been investigating and
using the possibilities of Cloud
Computing from that moment on,
being a front runner from an
enterprise point of view.

109. cloud adoption
Cost reduction programs thrived several
pilots , e.g. Google Apps and Office365,
and the need for low-cost and flexible
solutions led to ongoing usage of
platforms like Yammer, SalesForce and
Amazon Web Services.
AWS has been used extensively and
continuously ever since and is currently
the IaaS platform of choice.

110. Launchof1stEC2Instance
inUS
forgooglelandingpages
Implementationof
VirtualPrivateCloud
Hostingessent.nland
customerselfserviceportals
ExperimentswithHadoop
forBigDataanalysis
Implementationofbillingengine
forsupportSmartEnergyinitiatives
Intranetenvironments
hostedwithinVPC
Q3 2008 Q2 2010
VariousProofofConcepts
andpilotsforContentHosting
2009 Q4 2011 Q3 2012 Q4 2012 Q1 2013Q3 2011
Implementationofsystems
tosupportE-mobilityoffering
AWS usage @ Essent
In 2008 first experiments – hosting of Google adWords landing
pages – initiated, leading to hosting of corporate websites and
customer self service applications in 2010. In 2011 started with
implementation of application stacks and at the end of 2012 a
Virtual Datacenter using the AWS VPC solution.

111. example: Charging stations
Customers can search – Online and via mobile apps – for nearby
charging stations to ‘fuel’ their electric vehicle. They can
differentiate on type and availability and even monitor the status
during charging. All data is fetched and stored dynamically via our
internal services within an AWS RDS database.

112. Challenges we experienced
 “We fear what we don’t know” – especially in 2009
 Finding a suitable outsourcing partner
 Constant evolving cloud offerings
 Dialogue with software vendors
 Identity Management
 Maintenance mindset

113. our next stepsin AWS
 Create basic application components
 Create Business Self Service Portal
 Implement our Essent API in VPC together with Axway
 Create solution to capture and analyze data
 Hire own technical personnel

114. @mennoabbink
www.linkedin.com/in/mennoabbink
menno.abbink@essent.nl
www.werkenbijessent.nl
Let’s keep in touch

115. Retail & E-Commerce

116. Transformation:
What drives it?
Who is doing it?
What is next?

118. Who is your customer really?
What do people really like?
What is happening socially with your
products?
How do people really use your
product?

119. Big Data
The move to real time information
Deeper integration
Vertical application of analytics
Hadoop will become invisible

120. Connected Devices
Incredible data generators
Device and content are independent
Increasing workforce mobility

122. Security & Privacy

123. Readily available encryption services
to protect your customers.

124. Readily available encryption services
to protect your customers.
Hardware security modules
AES-256 encryption
SSL for data in transit
IAM federation
Private subnets
VPC by default Key rotation
Multi-factor authentication
SOC 1 & 2
SAS70 Type II
FISMA moderate
ITAR
HIPAA
DIACAP
FedRAMP
PCI DSS Level 1
ISO 27001

125. AWS CloudHSM - Hardware Security Module in the Cloud
AWS CloudHSM

127. Continually extend our
security options.

128. Amazon RDS for Oracle
Transparent Data Encryption and
Native Network Encryption.

129. The most radical and transformative of
inventions are those that empower
others to unleash their creativity -
to pursue their dreams
“
”
Jeff Bezos, Letter to Shareholders, 2012

130. Thank you.
werner@amazon.com