1. Use Cases For Cloud
With Amazon Web Services
Alex Sinner

2. 33 SERVICES
COMPUTE, STORAGE, DATABASE,
APPLICATION MANAGEMENT…

3. 100,000s
OF CUSTOMERS, ACROSS 190 COUNTRIES.

4. Enterprises migrating
existing apps to the cloud
3
Enterprises building
new apps, sites &
services
2
Building altogether
new businesses
1

5. VARIABLE
EXPENSE
Replace capital
expenditure with variable
expense
ECONOMIES
OF SCALE
Lower variable expense
than companies can
achieve themselves
ELASTIC
CAPACITY
No need to guess
capacity requirements
and over-provision
SPEED AND
AGILITY
Infrastructure in minutes
not weeks
FOCUS ON
BUSINESS
No undifferentiated
heavy IT lifting
INCREASE
INNOVATION
Lower the cost of
experimentation

6. VARIABLE EXPENSE
REPLACE CAPITAL EXPENDITURE
WITH VARIABLE EXPENSE

7. $0 to get started
Pay as you go
Capital investment
Physical installation

12. ECONOMIES
OF SCALE
LOWER VARIABLE EXPENSE
THAN COMPANIES CAN ACHIEVE THEMSELVES

13. Scale allows us to
constantly reduce
our costs
We are comfortable
running a high volume,
low margin business
We pass the
savings along to our
customers in the
form of low prices

15. 10’S OF MILLIONS
SAVED WITH FIRST
12 APPS MIGRATED
TO AWS
50% REDUCTION
IN ANALYTICS COSTS

16. ELASTIC CAPACITY
NO NEED TO GUESS CAPACITY REQUIREMENTS
AND OVER-PROVISION

17. Self
Hosting
Waste
Actual demand
Predicted Demand
Rigid
Actual demand
Elastic

18. TYPICAL WEEKLY TRAFFIC TO AMAZON.COM
Sunday Monday Tuesday Wednesday Thursday Friday Saturday

19. Sunday Monday Tuesday Wednesday Thursday Friday Saturday
39%
61%
TYPICAL WEEKLY TRAFFIC TO AMAZON.COM

20. NOVEMBER TRAFFIC TO AMAZON.COM

21. 76%
24%
NOVEMBER TRAFFIC TO AMAZON.COM

22. NOVEMBER TRAFFIC TO AMAZON.COM

23. NOVEMBER 10TH 2010
TURNED OFF LAST PHYSICAL WEB SERVER
OF AMAZON.COM
OCTOBER 31ST 2011
TURNED OFF LAST WEB SERVERS SUPPORTING
EUROPEAN BUSINESS

24. NOVEMBER 10TH 2010
TURNED OFF LAST PHYSICAL WEB SERVER
OF AMAZON.COM
OCTOBER 31ST 2011
TURNED OFF LAST WEB SERVERS SUPPORTING
EUROPEAN BUSINESS

25. SPEED & AGILITY
INFRASTRUCTURE IN MINUTES, NOT WEEKS

26. 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
Infrastructure in MinutesOld World: Infrastructure in Weeks

28. 5.000.000 simulations

29. 20 minutes
Down from 23 hours

30. FOCUS ON
BUSINESS
NO UNDIFFERENTIATED HEAVY IT LIFTING

31. Data Centers
Power
Cooling
Cabling
Networking
Racks
Servers
Storage
Labor
Buy and install new hardware
Setup and configure new
software
Build or upgrade data centers
We take care of it… So you don’t have to …

32. STOP SPENDING MONEY ON
UNDIFFERENTIATED HEAVY LIFTING

36. INCREASE
INNOVATION
LOWER THE COST OF EXPERIMENTATION

37. ON-PREMISES
Experiment Infrequently
Failure is expensive
Less Innovation
Experiment Often
Fail quickly at a low cost
More Innovation
$ Millions Nearly $0

38. 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

45. 3 HOURS
FOR $4828.85/hr

46. Instead of
$20+ MILLIONS
in infrastructure

47. CUSTOMERS
INNOVATING

48. 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

49. 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

50. AWS for Dinosaurs
Torgeir Hovden
Chief Dinosaur - Telenor Digital

51. Among the major mobile operators in the world 149 million mobile subscriptions
Over 30 000 employeesPresent in markets with 1.6 billion people

52. Local operators - “Business Units”

54. Telenor Digital Global Backend

55. ● ID Provider (IDP)
● Authentication
● Authorization
● Service provisioning
● Payment & billing
● Group SMS
● Group Voice
● Analytics
Global Backend APIs

56. ...remember the dinosaur?

57. Pets or cattle
dinosaurs like the pets

58. State of the art when I studied at the university
I’m a dinosaur

59. Problem: Senior developers
are dinosaurs
vs
● Ephemeral
● Elastic
● Dynamic
● Services - like S3, SQS
● Pets in cow’s clothing (RDS)
● We run our own DNS
● Static IP addresses
● ssh access
● It’s a machine, I just don’t know where it is
● We cannot use AWS specifics due to
vendor lock-in

60. Senior Developers can be
undinofied
 Train the senior developers first in “cloud thinking” - it’s
more important than for the juniors
 Amazon has great training sessions - use them
 Decide if you are developing Pets or Cattle
Example: Auto scaling group size 1

61. Life lesson: if you don't deploy today,
Amazon will make your code redundant
tomorrow.
Corollary: if you can't be bothered to implement
it yourself, just wait a couple of months and
Amazon will catch up with you.
-- senior Telenor developer
Focus on where you can win
don’t reinvent the wheel Amazon will invent tomorrow

62. Amazon has worked with us to find
a solution that worked well for both
parties
Security and data protection
compliance

63. Two words:
Reserved Instances
especially if you’re keeping Pets
...and use services like SQS, S3
…if you are advanced enough to run spot instances you are way beyond the
primary audience of this slide
Everybody cares about money

64. Use AWS Trusted Advisor

65. ●You may be a dinosaur...
○...it’s OK, you can undinofy yourself
●Cloud != Managed Linux Box
●Pets or Cattle? Decide.
●The world wants services
○IaaS -> PaaS
●Tell people to use AWS as AWS
○...not a set of VMs
In summary