The document provides an overview of the Lean Cloud for Startups with AWS. It introduces AWS and discusses its global infrastructure including regions, availability zones, and edge locations. It highlights the elasticity, scalability, and pay-as-you-go model of AWS. Key services mentioned include EC2, S3, EBS, RDS, ELB, Auto Scaling, and more. The pace of innovation at AWS is also noted with over 35 new features released in just Q2 2012.

1. The Lean Cloud for
Startups with AWS
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”

8. Not excess capacity!

10. We’ve been doing big for a while…

11. Each day AWS adds the equivalent server capacity
to power Amazon when it was a global, $2.76B
enterprise
(circa 2000)

12. And it keeps getting bigger

13. Objects in S3
1 Trillion
1000.000
750.000
500.000
250.000
0.000
750k+ peak transactions per second

14. Customer focus

15. Pace of innovation
April 2012: May 2012: June 2012:
AWS CloudFormation Support for Creating VPC Resources Amazon Elastic MapReduce Now Supports Hive 0.8.1 AWS Elastic Beanstalk Announces Updated Command Line
Interface
Amazon DynamoDB Now Available in Three Additional Amazon RDS Announces Oracle Enterprise Manager Support
Regions Amazon SES Announces Bounce and Complaint Notifications
Announcing VM Export for Amazon EC2
AWS Elastic Beanstalk Now Available in the Asia Pacific Cluster Compute Eight Extra Large Instance Type Now Available in
(Tokyo) Region AWS Console Enhancements for Elastic Load Balancing: Listener, EU-West
Certificate, and Cipher Management
Amazon DynamoDB Announces BatchWriteItem Feature AWS CloudFormation Supports Amazon DynamoDB and Amazon
Amazon RDS announces support for MySQL Read Replica in Amazon CloudFront Dynamic Content
Introducing AWS Marketplace VPC
New Sydney, Australia Edge Location for Amazon CloudFront &
AWS Announces The Availability of the Microsoft SharePoint AWS Elastic Beanstalk Now Available in the EU (Ireland) Region Amazon Route 53
Server on AWS Reference Architecture White Paper
Amazon Simple Email Service Announces Domain Verification AWS Support Expands Free Tier, Adds New Features, Lowers Prices
AWS Announces CloudSearch
Amazon CloudFront Now Supports Dynamic Content Amazon Elastic MapReduce Announces Support for HBase
Announcing the Availability of Reserved Cache Nodes for
Amazon ElastiCache Monitor Your AWS Charges with Billing Alerts Using Amazon Amazon RDS MySQL on t1.micro, starting at just $19 a month
CloudWatch
Live Smooth Streaming for Amazon CloudFront Announcing AWS Identity and Access Management (IAM) roles for
Announcing API and AWS Identity & Access Management Support for EC2 instances
AWS Storage Gateway
Announcing Internal Load Balancing in Amazon Virtual Private
New Managed Services for Windows Developers Worldwide Cloud
New and Updated Microsoft SQL Server Offerings on Amazon EC2 Announcing Spot Integration with Auto Scaling and
CloudFormation
New Amazon RDS for Oracle Capabilities and Multi-AZ Enhancements
AWS Billing enables enhanced CSV reports and programmatic
access
Amazon ElastiCache Launches Free Trial Program

16. Pace of innovation
April 2012: May 2012: June 2012:
AWS CloudFormation Support for Creating VPC Resources Amazon Elastic MapReduce Now Supports Hive 0.8.1 AWS Elastic Beanstalk Announces Updated Command Line
Interface
Amazon DynamoDB Now Available in Three Additional Amazon RDS Announces Oracle Enterprise Manager Support
Regions` Amazon SES Announces Bounce and Complaint Notifications
Announcing VM Export for Amazon EC2
AWS Elastic Beanstalk Now Available in the Asia Pacific Cluster Compute Eight Extra Large Instance Type Now Available in
(Tokyo) Region
Amazon DynamoDB Announces BatchWriteItem Feature
Q2 2012
AWS Console Enhancements for Elastic Load Balancing: Listener,
Certificate, and Cipher Management
EU-West
AWS CloudFormation Supports Amazon DynamoDB and Amazon
Amazon RDS announces support for MySQL Read Replica in Amazon CloudFront Dynamic Content
Introducing AWS Marketplace VPC
35
New Sydney, Australia Edge Location for Amazon CloudFront &
AWS Announces The Availability of the Microsoft SharePoint AWS Elastic Beanstalk Now Available in the EU (Ireland) Region Amazon Route 53
Server on AWS Reference Architecture White Paper
Amazon Simple Email Service Announces Domain Verification AWS Support Expands Free Tier, Adds New Features, Lowers Prices
AWS Announces CloudSearch
Amazon CloudFront Now Supports Dynamic Content Amazon Elastic MapReduce Announces Support for HBase
Announcing the Availability of Reserved Cache Nodes for
Amazon ElastiCache Monitor Your AWS Charges with Billing Alerts Using Amazon Amazon RDS MySQL on t1.micro, starting at just $19 a month
Live Smooth Streaming for Amazon CloudFront
CloudWatch new features Announcing AWS Identity and Access Management (IAM) roles for
Announcing API and AWS Identity & Access Management Support for EC2 instances
AWS Storage Gateway
Announcing Internal Load Balancing in Amazon Virtual Private
New Managed Services for Windows Developers Worldwide Cloud
New and Updated Microsoft SQL Server Offerings on Amazon EC2 Announcing Spot Integration with Auto Scaling and
CloudFormation
New Amazon RDS for Oracle Capabilities and Multi-AZ Enhancements
AWS Billing enables enhanced CSV reports and programmatic
access
Amazon ElastiCache Launches Free Trial Program

17. Relational Database Service
Virtual Private Cloud Simple Notification Service
Elastic Map Reduce Route 53
Auto Scaling RDS Multi-AZ
Reserved Instances 2009 Singapore Region
Elastic Load Balancer 2010 Identity Access Management
48 61
Cluster Instances
Elastic Beanstalk
Simple Email Service
CloudFormation
2008 RDS for Oracle
ElastiCache
24
SimpleDB
CloudFront H1 2012 2011
EBS
Availability Zones
Elastic IPs 63 82
2007
Amazon FPS
9 Red Hat EC2 DynamoDB
Simple Workflow
CloudSearch
Storage Gateway
Route 53 Latency Based Routing
number of released features, sample services described

18. Keep updated & grab a feed:
aws.typepad.com

19. What we do in a nutshell

20. Utility computing
On demand Pay as you go
Uniform Available

21. Utility computing
On demand Pay as you go
Uniform Available

22. Utility computing

23. Utility computing
On demand Pay as you go
Compute
Scaling
Security
CDN Backup
DNS Database
Storage Load Balancing
Workflow Monitoring
Networking
Uniform Messaging Available

24. 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)

25. On a global footprint
Availability Zone

26. 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

27. At the end of a web service
ec2-run-instances ami-b232d0db ec2-run-instances ami-b232d0db
--instance-count 3 --instance-count 5
--availability-zone eu-west-1a --availability-zone eu-west-1c
--instance-type m1.small --instance-type m1.medium

28. At the end of a web service
ec2-run-instances ami-b232d0db
--instance-count 2
--availability-zone eu-east-1d
--instance-type m1.xlarge
ec2-run-instances ami-b232d0db
--instance-count 2
--availability-zone us-east-1b
--instance-type m1.xlarge

29. At the end of a web service
as-create-auto-scaling-group MyGroup
ec2-authorize default -p 80 --launch-configuration MyConfig
--availability-zones eu-west-1c
--min-size 2
--max-size 200
elb-create-lb myLoadBalancer

30. and rich console services

31. Elasticity

32. Elastic capacity Traditional IT
capacity
Capacity
Time
Your IT needs

33. Elastic capacity
On and Off Fast Growth
Variable peaks Predictable peaks

34. Elastic capacity
WASTE
On and Off Fast Growth
Variable peaks Predictable peaks
CUSTOMER DISSATISFACTION

35. Elastic capacity
Capacity Traditional
IT capacity
Elastic cloud capacity
Time
Your IT needs

36. Elastic capacity
On and Off Fast Growth
Variable peaks Predictable peaks

37. 503
Service Temporarily Unavailable
The server is temporarily unable to service
your request due to maintenance downtime or
capacity problems. Please try again later.

38. 503
Service Temporarily Unavailable
The server is temporarily unable to service
your request due to maintenance downtime or
capacity problems. Please try again later.

39. From one instance…

40. …to thousands

41. And back again…

42. Time: +00h
<10 cores
Elastic Capacity

43. Time: +24h
>1500 cores
Elastic Capacity

44. Time: +72h
<10 cores
Elastic Capacity

45. Time: +120h
>600 cores
Elastic Capacity

46. 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

47. The Toolbox

48. Reference Model
Deployment & Administration
App Services
Compute Storage Database
Networking
AWS Global Infrastructure

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

50. Global infrastructure
Deployment & Administration
App Services
Availability Zones
Compute Storage Database
Designed as independent failure zones
Networking Physically separated within a typical metropolitan
region
AWS Global Infrastructure

51. 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

52. Networking
Direct Connect
Dedicated connection to AWS
VPN Connection
Secure internet connection to AWS
Deployment & Administration
Virtual Private Cloud
App Services
Private, isolated section of the AWS Cloud
Compute Storage Database
Route 53
Networking
Highly available and scalable Domain Name System
AWS Global Infrastructure

53. Networking
“We were able to reduce our DNS
costs by ninety-three percent,
which in tandem allowed us to
shorten our time-to-live (TTLs) for
Deployment & Administration easier, timelier management of
App Services
DNS records.”
Compute Storage Database Nathan Butler
The Newsweek/Daily Beast Company
Networking
AWS Global Infrastructure

54. Compute
Vertical Scaling Elastic Compute Cloud (EC2)
From $0.02/hr
Basic unit of compute capacity
Range of CPU, memory & local disk options
13 Instance types available, from micro to cluster compute
Feature Details
Flexible Run windows or linux distributions
Deployment & Administration
Scalable Wide range of instance types from micro to cluster compute
App Services Machine Images Configurations can be saved as machine images (AMIs) from which new
instances can be created
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
AWS Global Infrastructure VM Import/Export Import and export VM images to transfer configurations in and out of EC2

55. 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
App Services
Automatic re-sizing of compute clusters based upon demand
Compute Storage Database Feature Details
Control Define minimum and maximum instance pool sizes and when scaling and
cool down occurs
Networking Integrated to CloudWatch Use metrics gathered by CloudWatch to drive scaling
Instance types Run auto scaling for on-demand instances and spot. Compatible with VPC
AWS Global Infrastructure

56. 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 colume
App Services Available Load balance across instances in multiple availability zones
Health checks Automatically checks health of instances and takes them in
Compute Storage Database or out of service
Session stickiness Route requests to the same instance
Secure sockets Supports SSL offload from web and application servers with
Networking layer flexible cipher support
Monitoring Publishes metrics to Cloud Watch
AWS Global Infrastructure

57. 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
Networking Web content hosting Serve content as web site with built in page handling
Notifications Receive notifications on key events
AWS Global Infrastructure Import/Export Physical device import/export service

58. Storage
“Our use of AWS was really a perfect storm of
technology coming together with customer
need. AWS allowed us to store information in a
cost effective manner while alleviating the
burden of supporting the necessary
infrastructure since AWS takes care of that. It
Deployment & Administration really is a win-win for us and our customers.”
App Services Jeff Kimsey, Associate Vice President of Product
Management for NASDAQ OMX Global Data Products
Compute Storage Database
Networking
AWS Global Infrastructure

59. 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
Compute Storage Database Secure Private to your instances
Available Replicated within an Availability Zone
Networking Backups Volumes can be snapshotted for point in time restore
AWS Global Infrastructure Monitoring Detailed metrics captured via Cloud Watch

60. Database
Relational Database Service
Database-as-a-Service
No need to install or manage database instances
Scalable and fault tolerant configurations
Deployment & Administration Feature Details
Platform support Create MySQL, SQL Server and Oracle RDBMS
App Services Preconfigured Get started instantly with sensible default settings
Automated patching Keep your database platform up to date automatically
Compute Storage Database Backups Automatic backups and point in time recovery and full DB
backups
Backups Volumes can be snapshotted for point in time restore
Networking
Failover Automated failover to slave hosts in event of a failure
AWS Global Infrastructure Replication Easily create read-replicas of your data and seamlessly
replicate data across availability zones

61. 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

62. 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
Predictable Average single digit millisecond latencies from SSD
Deployment & Administration 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
Networking Secure Integrates with AWS Identity and Access
Management (IAM)
AWS Global Infrastructure Elastic MapReduce Integrates with Elastic MapReduce for complex
analytics on large datasets

63. Application Services
Processing results
Amazon SQS
Amazon SQS
Reliable, highly scalable, queue service
for storing messages as they travel
between instances
Deployment & Administration
Processing
task/processing trigge
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

64. Application Services 1
Simple Workflow 2
Task A
Reliably coordinate processing steps across
applications
Integrate AWS and non-AWS resources Task B 3
Manage distributed state in complex systems (Auto-scaling)
Deployment & Administration
Task C
App Services Feature Details
Process Maintain application state across complex workflows in a reliable
state and available manner
Compute Storage Database
Tracking Tracks executions and log process for audit purposes
Networking Consistency Ensures processing tasks are executed and duplicity of events does
not occur
AWS Global Infrastructure Simple Simple Decider and Task programming model for rapid integration

65. Application Services
Document
Server
Cloud Search
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 and data
Compute Storage Database volumes
High In memory operation means consistently low latency for search
performance results
Networking
Sophisticated Support for faceting, stemming, synonyms, stop words and
features custom rank expressions
AWS Global Infrastructure Low cost Elastic service, pay for what you use

66. Application Services
CloudFront 3 Served from S3
/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
Deployment & Administration Paris
1 Single CNAME
NY
App Services
Feature Details
Compute Storage Database Fast Multiple world-wide edge locations to serve content as close to
your users as possible
Integrated with Works seamlessly with S3 and EC2 origin servers
Networking other services
Dynamic content Supports static and dynamic content from origin servers
AWS Global Infrastructure Streaming Supports rtmp from S3 and includes support for live streaming
from Adobe FMS and Microsoft Media Server

67. 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, autoscaling and monitoring
automatically
Compute Storage Database Monitoring & Logs Integrated with Cloud Watch and consolidates server logs
Versioning Manage versions of applications and easily rollback deployments
Networking Notifications Receive alerts on key events
Full resource Access all underlying AWS resources as necessary
AWS Global Infrastructure access

68. Deployment & Admin
Cloud Formation
Automate creation of ‘stacks’ in a repeatable way
Deployment & Administration Scripting framework for AWS resource creation
App Services Feature Details
Platform support Support for AWS resources from EC2 to IAM
Compute Storage Database
Resource creation Creates AWS resources behind the scenes and
Networking reports on progress
Declarative Specify stacks in JSON format and source control
your environments
AWS Global Infrastructure
Customizable Drive stack creation with parameters

69. Deployment & Admin
Identity & Access Management
Granular control of user rights with AWS
Automated granting of EC2 service rights
Software Developer Kits
Deployment & Administration Comprehensive support of programming models for using
AWS services
App Services
Compute Storage Database
Networking
AWS Global Infrastructure

70. + others
Simple Email Service
Simple Notification Service
ElastiCache
Elastic MapReduce
CloudWatch
…

71. The Toolbox

72. The Toolbox
A toybox for dev-ops

73. The Toolbox
With grown up certifications

74. Shared responsibility
Foundation Services
Amazon
Compute Storage Database Networking
Availability Zones
AWS Global Edge Locations
Infrastructure Regions

75. Shared responsibility
Sarbanes-Oxley (SOX) FISMA A&As
ISO 27001 Certification Multiple NIST Low Approvals to Operate (ATO)
NIST Moderate, GSA issued ATO
Payment Card Industry Data Security
FedRAMP
Standard (PCI DSS) Level 1 Compliant DIACAP MAC III Sensitive IATO
SAS70(SOC 1) Type II Audit Customers have deployed various compliant
applications such as HIPAA (healthcare)
Foundation Services
Amazon
Compute Storage Database Networking
Availability Zones
AWS Global Edge Locations
Infrastructure Regions

76. Shared responsibility
Customer Data
Platform, Applications, Identity & Access Management
You
Operating System, Network & Firewall Configuration
Client-side Data Encryption & Data Server-side Encryption Network Traffic Protection
Integrity Authentication (File System and/or Data) (Encryption/Integrity/Identity)
Foundation Services
Amazon
Compute Storage Database Networking
Availability Zones
AWS Global Edge Locations
Infrastructure Regions