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AWS Summit Berlin 2013 - Keynote Werner Vogels


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Keynote from the Berlin AWS Summit 2013

Keynote from the Berlin AWS Summit 2013

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  • 1. AWS Summit, 2nd MayDr. Werner Vogels, CTO, Amazon.comNetworking Reception and Partner ExpoBreakout Tracks9:30 - 11:00Lunch and Partner Expo12:00 - 13:0013:00 - 16:2517:00 - 19:00Stephen Schmidt, CISO, AWS11:15 - 12:00Closing Statements16:25 - 16:55
  • 2. ExhibitionVisit our Partner & Solution Expo• 2 x AWS booths at the Ground Level• 10 x Partners in the ExpoGold  Sponsor Silver  Sponsor
  • 3. AWS CloudTalkTell us your Opinion and Needs
  • 4. 10 AWS Architecture ReviewsSubmit your project or idea for 1 of 10 free AWS Architecture Reviews- Submit up until 30.06.2013- Link and QR Code for project submission in the Summit brochure or you can finda leaflet on your seat
  • 5.
  • 6. Dr. Werner Vogels@wernerCTO,
  • 7. Our largest AWS Summit series, ever.AucklandOver 20,000 people registered
  • 8. Amazon Development Center GermanyNow Open!Offices In Berlin and Dresden70+ High-Skilled JobsAWS & Machine-Learning Technologies
  • 9. Seven years youngAmazon S3 launched: March 14th 2006
  • 10. 33 services spanningcompute, storage, databaseand application management
  • 11. 100,000s of customers,across 190 countries.
  • 12. Here andabroad
  • 13. A wide range of technologies
  • 14. Consulting Partners Technology Partners
  • 15. AWS Marketplace: Buy Software Pre-Configured to Run on AWSGrowth since Jan 1, 201325 categories778 product listingsActive customersUsage per customer102%53%
  • 16. 31 PriceReductionsSince 2006EcosystemGlobal FootprintNew FeaturesNew ServicesInfrastructureInnovationMore AWSUsageMoreInfrastructureEconomiesof ScaleLowerInfrastructureCostsReducedPricesMoreCustomers
  • 17. Customer Infrastructure Audits:Saves moneyImproves availabilityCloses security gapsIncreases performanceRecent Performance:329,000 recommendations$22M in annualized savingsAWS Trusted Advisor
  • 18. 2007 2008 2009 2010 2011 2012159826148249Including:AWS Oregon RegionElastic Beanstalk (Beta)Amazon SES (Beta)AWS CloudFormationAmazon RDS for OracleAWS Direct ConnectAWS GovCloud (US)Amazon ElastiCacheVPC Virtual NetworkingVPC Dedicated InstancesSMS Text NotificationIncluding:Amazon SNSAmazon CloudFrontAmazon Route 53S3 Bucket PoliciesRDS Multi-AZ SupportRDS Reserved DatabasesAWS Import/ExportIncluding:Amazon RDSAmazon VPCAmazon EMREC2 Auto ScalingEC2 Reserved InstancesIncluding:6 new Direct Connect SitesDynamoDBRDS in VPCAWS Trusted AdvisorCloudFormation in VPCAWS Storage GatewayAmazon GlacierCost Allocation TaggingCloudFront Live StreamingAmazon CloudSearchAWS MarketplaceRed Hat Reserved InstancesNew EC2 Instance TypesMulti-AZ Oracle RDSRDS SQL ServerEC2 RI MarketplaceVM ExportMultiple IPs in VPCProvisioned IOPSOracle Data PumpNew APAC Region - SydneyAWS Data PipelineAWS Pace of Innovation
  • 19. AWS Pace of InnovationJanuary February March211814Including:AWS Management Console Tablet andMobile SupportElastic TranscoderPrice reduction for Amazon EC2, globalexpansion of M3 Standard Instances,and reduced data transfer pricing.53 New Service Announcementsand Updates in Q1 of 2013Including:Amazon Redshift Available to AllCustomersAWS OpsWorksIAM Role and Auto Scaling Support forAmazon CloudWatch MonitoringScripts for LinuxAmazon SQS and SNS AnnounceLower Prices and Expanded Free Tiers- 50% price drop for SQSIncluding:New Lower Pricing for Amazon EC2Reserved InstancesAWS Free Usage Tier Now IncludesAmazon ElastiCacheAmazon DynamoDB Reduces PricesAWS Elastic Beanstalk for Node.jsAmazon RDS now supports 3TB and30,000 Provisioned IOPS per databaseinstanceAnnouncing EBS-Optimized Supportfor Additional Instance Types
  • 20. Amazon S3: Over 2 Trillion Total ObjectsQ4 2006Q1 2007Q2 2007Q3 2007Q4 2007Q1 2008Q2 2008Q3 2008Q4 2008Q1 2009Q2 2009Q3 2009Q4 2009Q1 2010Q2 2010Q3 2010Q4 2010Q1 2011Q2 2011Q3 2011Q4 2011Q1 2012Q2 2012Q3 2012Q4 2012Q1 20131.1M peakrequests/sec
  • 21. 01,500,0003,000,0004,500,0006,000,0005/22/20107/3/20108/14/20109/25/201011/6/201012/18/20101/29/20113/12/20114/23/20116/4/20117/16/20118/27/201110/8/201111/19/201112/31/20112/11/20123/24/20125/5/20126/16/20127/28/20129/8/201210/20/201212/01/20121/12/20132/23/20134/6/2013Amazon Elastic MapReduce: Clusters launched by customers5.5 M clusterslaunched since May 2010
  • 22. Certification Program for AWS CloudComputing Professionals100 Countries and 750 Testing Locations WWTargeted Toward Solution Architects, Developers and SysOpsFirst Available Exam “AWS Certified Solutions Architect - Associate Level”
  • 23. Amazon DynamoDBConsistent, high performance with unlimited scaleManaged non-relational database
  • 24. Hash key Attribute 1 Attribute 2 Attribute nAttributes indexed by a primary hash key.
  • 25. Range keys for additional flexibility.Hash key Range key Attribute 1 Attribute n
  • 26. Hash key Range key Attribute 1 Attribute nRange keys for additional flexibility.Customer ID DateDeliverypostcodeTotal value
  • 27. Hash key Range key Attribute 1 Attribute nCustomer ID DateDeliverypostcodeTotal valueImprove query flexibility and efficiency, while reducing read cost.Local Secondary Indexesfor Amazon DynamoDB
  • 28. Amazon DynamoDBTransforming architectures
  • 29. The most radical and transformative ofinventions are those that empowerothers to unleash their creativity -to pursue their dreams“”Jeff Bezos, Letter to Shareholders, 2012
  • 30. The most radical and transformative ofinventions are those that empowerothers to unleash their creativity -to pursue their dreams“”Jeff Bezos, Letter to Shareholders, 2012
  • 31. Transformation:What drives it?Who is doing it?What is next?
  • 32. Transformation:What drives it?Who is doing it?What is next?
  • 33. Economic drivers Abundance of productsIntensifying competitionGrowing consumer powerReduced customer loyaltyLimited capitalQ$DS
  • 34. Uncertainty
  • 35. Addressing Uncertainty Acquire resources on demandRelease resources when nolonger neededPay for what you useLeverage other’s corecompetenciesTurn fixed cost into variable
  • 36. The benefits of cloudcomputing.
  • 37. 1. Trade Capital Expense for Variable Expense$0 to get startedPay as you goSaved $34M onSmartHub app
  • 38. 2. Lower Variable Expense Than Going it AloneHalved IT hardwarespending while reducingend-user responsetimes by 20%Estimated savings of60 – 70% comparedto previous webhosting costsReduced the cost ofinfrastructure by 50%
  • 39. 3. You Don’t Need to Guess CapacitySelfHostingWasteCustomerDissatisfactionActual demandPredicted DemandRigidActual demandElastic
  • 40. Typical Weekly Traffic to Amazon.comSunday Monday Tuesday Wednesday Thursday Friday Saturday
  • 41. Typical Weekly Traffic to Amazon.comSunday Monday Tuesday Wednesday Thursday Friday Saturday39%61%
  • 42. November Traffic for
  • 43. November Traffic for Amazon.com76%24%
  • 44. November 10th, 2010October 31, 2011
  • 45. November Traffic for
  • 46. Old World:Infrastructure in Weeks4. Dramatically Increase Speed And AgilityAWS:Infrastructure in Minutes# of Instances 1,000Instance Type M3 X-LargeAvailability Zone
  • 47. Increase Innovation When The Cost of Failure Approaches ZeroOld world: AWS:Experiment infrequentlyFailure is expensiveLess innovationNear $0Experiment oftenFail quickly at a low costMore innovation
  • 48. 5. Stop Spending Money on Undifferentiated Heavy Liftingso you don’t have to...We take care of...Data CentersPowerCoolingCablingNetworkingRacksServersStorageLaborbuy and install new hardwareset up and configure new softwarebuild new data centers
  • 49. 6. Go Global In Minutes
  • 50. 1. Trade capital expense for variable expense2. Lower variable expense than companies can do themselves3. You don’t need to guess capacity4. Dramatically improved speed and agility5. Stop spending money on undifferentiated heavy lifting6. Go global in minutesThe Benefits of Cloud Computing
  • 51. The Foundation for21st Century Architectures
  • 52.
  • 53. Old worldDevelopmentExperimentationFlexibilityYears$$$RigidAvailability Scarce
  • 54. Old worldDevelopmentExperimentationFlexibilityYears$$$RigidAvailability ScarceAWSMinutes$0.00ElasticPlentiful
  • 55. Chad FowlerCTO
  • 56. Hello, we are
  • 57. Failing, scaling, failing,scaling with AWSChad Fowler
  • 58. Wunderlist 2The fastest growing to-do list in the world
  • 59. 250 K1 14135432 201918171615109876 11 22 25 2821 23 26 2912 24 27 30 31 32 33 MONTHSUSERS500 K750 K1 M1,25 M2,25 M1,5 M2,5 M3 M1,75 M2,75 M3,25 M2 M3,5 M2M 14M2.5M 20M3M 22M3.5M 26M1M 10M1.5M 12M500K 5M
  • 60. Typical database-backedWeb API
  • 61. #1To-Do App on Google Play, Chrome & App Store3world wide features by Apple + Google600,000new signups within 9 weeks30,000,000new tasks createdWunderlist 2 LaunchWhat we have achieved within only 9 weeks
  • 62. Millions of hungry, polling clientsMacWebAndroid Phone & TabletWindowsiPad & iPhone
  • 63.
  • 64. We weren’tready
  • 65. Where did we go wrong?
  • 66. AWS ismore than a toolset
  • 67. AWS ismore than just a different source of servers
  • 68. Let’s get back to that...
  • 69. “Legacy”
  • 70. 1 a legacy of the wars: CONSEQUENCE, effect, upshot, spin-off,repercussion, aftermath, by-product, result.
  • 71. 2 a legacy from a great aunt: BEQUEST, inheritance, heritage,endowment, gift, patrimony, settlement, birthright; formalbenefaction.
  • 72. 1994 1996 1998 20002004 20062009successful challenged failedStandish Chaos Report
  • 73. For business software that’s deployed, theaverage life expectancy is five years.**I made this up
  • 74. Homeostasis
  • 75. brain kidneyliverMetabolize toxicsubstancesBlood water level,re-absorption of substances intoblood, excretion
  • 76. “An inability to maintain homeostasis may lead to death or adisease, a condition known as homeostatic imbalance.”
  • 77. You are dyingright now!50 trillion cells in your body3 million die per second(this is a guess)
  • 78. emacs “UNIX”BSDC-language toolchaingrep ApacheX-Windows Systemmake
  • 79. SystemsSmall components
  • 80. Organisms vs Cells
  • 81. Systems vs Components
  • 82.
  • 83. What is a cell?
  • 84. What is a system?
  • 85. tiny components
  • 86. Kill and replacecells regularlyforces you to work with small components
  • 87. Force heterogeneityif it’s hard to do (rewrites) do it all the time
  • 88. Servers are replaceable
  • 89. Add and remove at will
  • 90. Add and remove at will
  • 91. Measure Everything!
  • 92. Fearless Change
  • 93. Crash Tests
  • 94. instances are killedautomatically by the system
  • 95. AWS ismore than a toolset
  • 96. AWS isis an architectural mindset
  • 97. I wish yourapplicationsand your infrastructure along and healthy life
  • 98. Dankeschön!
  • 99. Transformation:What drives it?Who is doing it?What is next?
  • 100. Transformation:What drives it?Who is doing it?What is next?
  • 101. Every industry.TRANSFORMED
  • 102. Media & AdvertisingTRANSFORMED
  • 103. 1950 1960 1970 1980 1990 2000 2010$10,000$20,000$30,000$40,000$50,000$60,000$70,000Print OnlyIncluding OnlineMillions of 2012 DollarsNewspaper Advertising RevenueAdjusted for Inflation, 1950 to 2012Source: Newspaper Association of AmericaCarpe Diem Blog
  • 104. Media and AdvertisingNew ways to monetize contentCompetitive landscape changingHighly competitiveDriven by data
  • 105. Nikolai LongoliusCEO
  • 106. Health Care & BiotechnologyTRANSFORMED
  • 107. Health care & biotechnologyHuge impactRapid innovationCollaborative on a global scale
  • 108. 1,000 Genomes Project250 TB of data~2,000 complete genomesAvailable to all, via S3
  • 109. TransportationTRANSFORMED
  • 110. TransportationHighly competitiveCapital intensiveDeliver better customer service
  • 111. HospitalityTRANSFORMED
  • 112. HospitalityRapid growthCost consciousIT is undifferentiated heavy liftingA ‘long tail’ from B&B to boutiques
  • 113. Rapid growth and huge opportunitiesfor online engagement.
  • 114. Focus on the customer
  • 115. Jeremy WardSenior Vice-President Information Technology
  • 116. The Kempinski BrandWho we are, where we come from and what we believe in, since 1897
  • 117. Portfolio Locations•Figure includes hotels under operation plus signed deals to date
  • 118. Kempinski DNAPassion for LuxuryCreating TraditionsPeople-OrientedStraightforwardnessEntrepreneurial Performance
  • 119. A Rich HeritageHotel Beijing Lufthansa Centre
  • 120. A Rich HeritageHotel Baltschug Kempinski, Moscow
  • 121. A Rich HeritageKempinski Hotel Ajman, UAE
  • 122. A Rich HeritageKempinski Mokuti Lodge, Namibia
  • 123. Locations in EuropeHotel Adlon KempinskiBerlin, GermanyHotel Vier Jahreszeiten KempinskiMunich, GermanyÇırağan Palace KempinskiIstanbul, Turkey
  • 124. Locations in MEAKempinski Nile HotelGarden CityCairo, EgyptDjibouti Palace KempinskiDjiboutiEmirates PalaceAbu Dhabi, UAE
  • 125. Locations in AsiaSiam Kempinski HotelBangkok, ThailandHotel Indonesia KempinskiJakarta, IndonesiaKempinski Hotel Haitang BayHainan Island, China
  • 126. Talent ManagementIncluding top and middle management12’000 new employeesWorkforce requirements by 2015:TimeEmployees
  • 127. Kempinski and Amazon Web Services
  • 128. The Monkey Parable
  • 129. A group of scientists placed 5monkeys in a cage and in themiddle, a ladder, with bananas onthe top.
  • 130. Every time a monkey went up theladder, the scientists soaked the rest ofthe monkeys with ice cold water.
  • 131. After a while, every time a monkey went togo up the ladder, the others jumped onhim to stop him
  • 132. After some time, no monkey dare to goup the ladder regardless of thetemptation.
  • 133. After a week the scientists then decided to replace one of themonkeys. The first thing the new monkey did was to go upthe ladder.Immediately the other monkeys jumped on him.
  • 134. After being jumped on several times, the newmonkey learned not to climb the ladder eventhough he never knew why.
  • 135. After one more week another new monkey isintroduced, when he goes for the banana ALLthe monkeys (including the new one) jump onhim
  • 136. After one more week another new monkey isintroduced, when he goes for the banana ALL themonkeys (including the two new ones) jump on him
  • 137. Eventually after five weeks, there are none of theoriginal monkeys left but any monkey that goes forthe banana gets jumped on
  • 138. Soon no monkeys go for the banana, yet none ofthem ever got wet and they’d all happily jump onany new monkey that went for a banana
  • 139. “If you could ask them whythey don’t try and eat thebananas”
  • 140. “That’s the way it’salways been”
  • 141. Kempinski Hotels S.A28, Boulevard du Pont dArve1205 Geneva, SwitzerlandT + 41 22 809 8890F + 41 22 809 8800Jeremy WardSenior Vice President - IT
  • 142. Financial ServicesTRANSFORMED
  • 143. Financial ServicesExtreme competitionNew products and instruments dailyRapid development and deliveryRapid experimentation
  • 144. Stringent regulatory, complianceand security requirements.
  • 145. EnergyTRANSFORMED
  • 146. Energy, oil and gasHuge organizationsStrive for agilityHundreds of developersIT is a fundamental component
  • 147. Nest.
  • 148. Transformation:What drives it?Who is doing it?What is next?
  • 149. Who is your customer really?What do people really like?What is happening socially with yourproducts?How do people really use yourproduct?
  • 150. Big DataThe move to real time informationDeeper integrationVertical application of analyticsHadoop will become invisible
  • 151. Amazon RedshiftFast, fully managed, petabyte scaledata warehouse service.
  • 152. Amazon RedshiftFast query and IO performanceEncrypted data and backups. Supports VPC.Compatible with existing SQL and BI tools.24 spindle instances for parallel data access.$999 per TB per year.
  • 153. Now available in Europe.Amazon Redshift andEC2 High Storage instance types.
  • 154. Connected DevicesIncredible data generatorsDevice and content are independentIncreasing workforce mobility
  • 155. Security & Privacy
  • 156. Readily available encryption servicesto protect your customers.
  • 157. Continually extend oursecurity options.
  • 158. The most radical and transformative ofinventions are those that empowerothers to unleash their creativity -to pursue their dreams“”Jeff Bezos, Letter to Shareholders, 2012
  • 159. Thank
  • 160. Bronze SponsorsSilver SponsorsGold Sponsor