AWS Tech Summit, London 9th November The Telegraph discuss their use of Amazon Web Services for their unique, high traffic and media heavy Fashion web portal.

1. November 2010 Telegraph Media Group

2. Opportunity: exploit the breadth and depth of TMG’s world-class fashion content

3. not just this...

4. but this + all this

5. Objective: craft a premium experience tailored to fashion

7. Objective: integrate content & e-commerce

9. needed a flexible platform capable of delivering user experience, scaling to demand and integrating content and products

10. Technology Platform Windows Server 2008, IIS 7.0, SQL 2008, .net 4.0, ASP.net 4.0 Hosting Amazon EC2 Small instance web and application severs Large instance database server Development Environment Microsoft Team Foundation Server Visual Studio

11. Virtual Team Structure Project leadership Telegraph Media Group Design/consumer proposition MadebyMany On-shore Development and Testing nFocus Bitmix Off-shore Development inSitex

12. TMG website Lynku website External users fashion.telegraph.co.uk Escenic CMS Lynku Store Escenic Exporter Akamai CDN Product files Images and articles Digital Editors Internet Amazon firewall IP Filtering Elastic Load Balancer Curation and Monitoring Importer Website IIS 7.0/ ASP.NET 4.0 IIS 7.0/ ASP.NET 4.0 Image Svc IIS 7.0/ ASP.NET 4.0 .NET 4.0 IIS 7.0FTP 7.5 3xWeb Servers SQL Server 2008

14. Development Environment Production UAT Team Foundation Server Component Integration 1 Component Integration 2

15. outcome – delivered a visually compelling site, 3-fold increase in advertising revenue with 4 new brands partnering with Telegraph and deeper commercial relationships

18. Performance 100% up time since launch in September Over 20 Transactions per second served 200,000 PV per day New Features deployed without down time Thoughts Load balancing configuration tools need enhancement Generally the configuration tools need to mature