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AWS for Media: Content in the Cloud
                    Miles Ward
                    Solutions Architect

                    Bhavik Vyas
                    Director of Cloud Solutions
Today’s Agenda:

• Examine common needs and challenges we’ve seen from Media and
  Entertainment customers.


• Provide examples of how customers have met these needs using
  AWS.


• Dig in on patterns for Storage, Processing, and Distribution.


• Learn how to get started.
Media Industry Scenarios
Media Storage
   – Library storage for processing
   – Archiving

Media Processing
   –   Preparing source/mezzanine files for further processing
   –   Encode/Transcode
   –   Encryption, watermarking
   –   Applying individualization and monetization mechanisms (advertising, PPV, subscription,
       purchase, etc.)

Media Delivery
   – Audio and video streaming of Live and VOD content
       • Managed distribution to set top boxes
       • Over the top (OTT) distribution
       • Internet distribution
   – Static image distribution (web page chrome and images)
   – Rich media web applications
       • Flash/Silverlight/etc. applications can be cached at the edge for scalability and
          faster download/startup
Media Industry Trends and Needs

• Media industry is at an inflection point
• Infrastructure requirements growing exponentially
• As the media industry has “gone digital”, content distribution
 requirements have also evolved
   –   Scalable and secure media storage, processing and distribution
   –   Anytime, anywhere, any device consumption
   –   Personalized content and experiences
   –   Expectation of low latency, global distribution
   –   Support multiple business models (purchase, PPV, subscription)
• Media has unusual performance, security and reliability
 characteristics compared to other industries
Today’s Ubiquitous Media is Complex and Challenging
                                     Technical Requirements

                                   High Performance Computing

                                           Server Farms

                                   Content Distribution Networks

                                      DAM, DRM, Encoding,
                                     Editing, and Video Player
                                              Software
                                    Large Number of File Formats

                                     Massive Storage Networks
On-Premise Infrastructure is Costly & Complex

             Large Capital Expenditures
                                             Underutilized IT Assets

    Patching Software
                                                    Out of Datacenter Space

Scaling down as needed
                                                     Slow IT Deployments

  Contract negotiation
                                                   Scaling up quickly

     Prices too high for IT products
                                          Managing physical growth




“   IT spends 80% of its time and
    resources keeping the lights on
                                       ”
The Cloud Provides a Better way


  Instant Elasticity              Rapid Time to Value




                                     Focus on Innovation
On-Demand
                                      not Infrastructure
  Pricing


                       No CapEx
How the Cloud Can Reduce Digital Lifecycle Complexity

         Massive Scale

         Rapid File Transfer

         Lower IT Costs

         High Reliability

         Accredited Security
Massive Scale Makes it Easier to Hit Deadlines



                            Problem: Timeline overruns to support
                            PS3 launch

                            Solution: AWS’s Scale, 1200 virtual
                            machines on-demand

                            Benefits:17,000 titles (80TB of data)
                            transcoded in days, able to support
                            launch
Massive Scale Makes it Easier to Focus on Your
Core Business


                  Problem: Massive global growth in online
                  gaming

                  Solution: AWS’s Global Infrastructure

                  Benefits: Scaled to handle 4 million
                  players in 8 weeks
Storage

S3 – Storage for Source / Mezzanine files
      Exceptional Durability: 99.999999999%
      Secure
      Economical

EBS – Storage for Media during Processing
      POSIX Block Device
      Dynamic
      Persistent for non-contiguous processing

Direct Connect – Leverage your existing storage systems via
a low latency Nx10Gbps link to AWS
S3 Use Cases and Users

Media Serving

Media Sharing

File Storage / Backup

Static Content

Big Data
Storage: Scale of Amazon S3
                  Total Number of Objects Stored in Amazon S3


       Peak Requests:                                                  762 Billion
          500,000+
         per second




                                                         262 Billion


                                           102 Billion
                 14 Billion   40 Billion
   2.9 Billion
    Q4 2006      Q4 2007      Q4 2008       Q4 2009       Q4 2010       Q4 2011
Media Ingest and Storage Architecture




                                        14
Moving Files to and From Amazon S3 is Fast



                                            Internet




Multi-part Upload   Up to 700 Mb/s direct     1Gb and 10 Gb
                        to Amazon S3           Connections
AWS for Media: Content in the Cloud, Miles Ward (Amazon Web Services) and Bhavik Vyas (Aspera)
Moving Files Faster Also Makes it Easier to
Hit Deadlines




     9 Minutes: Other   7 Seconds: Amazon
     than Amazon S3             S3
Processing

EC2– Servers in the Cloud by the Hour
      High-Performance, Scalable, Secure
      Origin servers, custom application servers,
monetization and DRM systems


EMR – A coordination framework for distributed computing
      Minimizes Administration
      Automates distribution
      Simplifies workflows

CG1 - CUDA– GPGPU-enabled instances for super high FP
performance, transcoding.
Batch Processing with EC2
Easily Scale Up and Down
                                                 Internet Video App on Amazon EC2
                                                   From 50 to 5,000 servers in 3 days
       5,000
                                                                     Scaled to peak of
                                                                      5,000 instances
            Number of EC2 Instances




                                                                         in 3 days




                                                              Launch of
                                                              Facebook
                                                              application


                     0
                                      Monday   Tuesday   Wednesday   Thursday   Friday   Saturday   Sunday

The Animoto Blog
AWS Reduces IT Costs


                                          Saved 70%


   OPPORTUNITY
   COST
   WASTAGE

                 Traditional
                 Hardware
                                          Saved 50%
                 Actual
                 Demand
                 Automated
                 Virtualization




                                  Reduced costs by over 50%
Why Vimeo Chose AWS




“
Our users don't care whether it's
a peak time or not, and we
prefer not to pay for transcoding
machines the five days a week
we aren't using them.
This workload is perfect for EC2
CG1 – GPGPU is here




           = 10x faster, 2x higher res, lower cost
Distribution

Cloudfront – Next-Gen Content Delivery Network
      Performance-oriented
      Multi-format
      Secure
      Economical

Route 53 – DNS
      API controlled, allows programmatic shifts
      Weighted Records
      Alias records for ELB

EC2– Origin servers, custom application servers, monetization
and DRM systems
Introduction to CloudFront
CloudFront in a nutshell.
                         Our Content Delivery Network Delivers:
                         •   Low latency. Improves media load times.
                         •   High bandwidth. Enables high bit rate HD
                             video and other media applications.
                         •   Redundant. Eliminates single points of failure.
                         • Scalable. Ensure great experience as number
                           of end users grows.
                         •   Global. Worldwide network provides great
                             experience regardless of geography.
                         •   Cost-effective. Pay as you go model provides
                             flexibility for your business.


                                                                        25
Introduction to CloudFront
Key features for CloudFront.
• RTMP (Flash) and HTTP delivery
• Live and VOD
• Adaptive Bitrate Streaming
• HTTP/HTTPS File Delivery
• Private Content
• Programmatic Invalidation
• Industry-compliant, detailed Access Logs
                                             Amazon CloudFront
• AWS Management Console
• Full control via APIs



                                                                 26
Introduction to CloudFront
  Delivery of Non-Cached Video Download
                                                    Request
 S3 bucket or                                       routed to most
 custom origin
with your stored
                   Object requested
                   from origin
                                       CloudFront
                                          Edge
                                                    optimal edge
                                                    location
                                                                       0 End-user requests video
 video content
                             2          Locations
                                                        1


                                      Media
                                      stored in
             Data transfer of3
             video to CloudFront
                                      cache              4              5 End-user enjoys video
                                                    Data transfer of
             edge location to                       cached video
             cache                                  download to end
                                                    user

                                                                                          27
Introduction to CloudFront
  Delivery of Non-Cached Video Download
                                                  Request
 S3 bucket or                                     routed to most
 custom origin
with your stored
 video content
                                     CloudFront
                                        Edge
                                                  optimal edge
                                                  location
                                                                     0 End-user requests video
                                      Locations
                                                      1
                   Skipping these
                   steps means
                   lower latency
                   for your users!

                                     Media read
                                     from cache
                                                       2              3 End-user enjoys video
                                                  Data transfer of
                                                  cached video
                                                  download to end
                                                  user

                                                                                        28
Introduction to CloudFront
AWS Content and Media Serving Architecture




                                             29
AWS’ Reliable Infrastructure Makes it
       Easier to Focus on Other Tasks



“As with all the AWS services we leverage, using Amazon
CloudFront is so simple and reliable that the team doesn’t have to
think about it. It all just works, freeing us to focus on building cool
applications.”


                       >1Pb/mo through Cloudfront
Introduction to CloudFront
AWS and CloudFront’s global presence.
AWS Regions
  US East (Northern Virginia)
  US West (Northern California)
  US West (Northern Oregon)
  Europe (Dublin)
  Asia Pacific (Singapore)
  Asia Pacific (Toyko)
AWS CloudFront Locations
United States:                               Europe:     Asia:       South America:
Ashburn, VA               New York, NY (2)   Amsterdam   Hong Kong   Sao Paulo
Dallas, TX                Palo Alto, CA      Dublin      Tokyo
Jacksonville, FL          San Jose, CA       Frankfurt   Singapore
Los Angeles, CA (2)       Seattle, WA        London      Osaka!
Miami, FL                 South Bend, IN     Paris
Newark, NJ                St. Louis, MO      Stockholm
                                             Milan!



                                                                                      31
Introduction to CloudFront
      Rapid pace of innovation (and price cuts).                                                                  » San Jose, CA Edge
                                                                                                                  Location
                                                                                                                  » South bend
                                                                                                 » Price Drop
                                                                                                                  Indiana Edge
                                                                                                 » Free Inbound
                                               » Price Drop                                                       Location
                                                                                                 Data Transfer
                                               » HTTPS Support                                                    » Second NY Edge
                                                                                                 » Stockholm Edge
                                               » Lower 1-Hour TTLs                                                Location
       » Access Logging Capability                                                               Location
                                               » Access Logs for Streaming                                        » Large Object
       » CloudFront Management Console                                                           » Live Streaming
                                               » NYC Edge Location                                                Support
                                                                                                 Support
                                                                                                                  » CloudFront tops
                                                                       » Custom Origins                           20K customers
                                » Private Content
                                » Streaming Video on Demand            » Service Level Agreement
» CloudFront Public Beta                                               » Jacksonville Edge Location




   » New Lower Pricing Tiers             » Singapore Edge Location               » Paris Edge Location
                                         » Private Streaming                     » (IAM) Identity & Access Management



                                                                                                        » Sao Paulo Edge Location
                                                              » Enhanced CloudFront Logs
                                                                                                        » Second LA Edge Location
                                                              » Default Root Object
                                                              » Invalidation
                                                                                                                           32
Needs and Examples
What do M&E customers expect from a CDN:

• Great performance to a global audience.
• Reliable delivery to wide range of clients.
• Scalability for unpredictable spikes in demand
• Control for secure content delivery
• Support for HD high-bandwidth streaming
• Reporting and analytics to track & analyze viewing patterns
• Easy to configure and manage solutions
• Cost-effective solutions


                                                                33
Needs and Examples
Need: Great performance to a global audience.

• Amazon is a metrics                                                                        Gomez Large Object Test
  driven company.                                                                                    Japan
                                                                              12.000

• We focus on metrics
                                                                              10.000                                                     9.673
  that capture the end

                                                    Download Time (Seconds)
  user experience: the                                                         8.000


  “last mile,” not internet                                                    6.000

  “backbone” data                                                                                         3.688
                                                                               4.000                                          3.441
  centers.                                                                                   3.126


                                                                               2.000
• Your customers do not
  live in data centers.                                                        0.000

                                                                                                                  Last Mile
                                                                                CloudFront      Comparison A       Comparison B       Comparison C
                                                  Last mile data based on 7,907 observations taken between 17-SEP-2011 and 1-Oct-2011



           *The Gomez tests were designed and conducted by Amazon using the Compuware Corporation performance network. The
           test results have not been reviewed, approved or endorsed by Compuware Corporation                                                        34
Needs and Examples
Need: Reliable delivery to wide range of clients.

• Multiple delivery protocols for
  different platforms and devices
   • Adobe RTMP
   • HTTP Streaming for iOS
   • Microsoft Silverlight
• Options for live and on-demand video
   • Full control over origin for live streaming
                                                   ?
• Reliability backed by CloudFront
  Service Level Agreement



                                                       36
Needs and Examples
Example: Video banner ad customer.
                                  80
Volume of Data Delivered (Gbps)




                                  70                                       Peak usage over 60 Gbps


                                  60


                                  50


                                  40


                                  30


                                  20


                                  10


                                   0
                                  8:00 AM 9:00 AM 10:00 AM 11:00 AM 12:00 PM 1:00 PM 2:00 PM 3:00 PM 4:00 PM 5:00 PM 6:00 PM 7:00 PM 8:00 PM 9:00 PM




                                                                           Confidential – Shared Under NDA                                        37
Needs and Examples
Need: Control for secure content delivery.

• Private Content Feature authenticate users with signed URLS
   • Uses policy-driven access controls for control and flexibility
   • Restrict on resource or path, time, source IP
   • Signatures generated using asymmetric encryption
• SSL delivery and RTMPE streaming encrypt bytes on the wire
• Origin Access Identities secure your content in Amazon S3
• Identify and Access Management (IAM) to control who can
  configure your CloudFront distributions
Need: Easy to configure and manage solutions.

• Self service signup and
  configuration – anytime, from
  anywhere
• AWS Management Console to
  create and manage AWS
  infrastructure like S3, EC2,
  Cloudfront
• Programmatic APIs for integration
  into your own systems and
  workflow


                                                39
Large Partner Ecosystem Makes Managing Easier
WHAT CONSTITUTES ―BIG DATA‖
HOW BIG IS ―BIG DATA‖? (M&E EXAMPLE)




                                             STANDARD FORMATS

                               CD                   DVD                Blu-ray
                             .75 GB                4.7 GB              25 GB
                                             COMPRESSED VIDEO

    FORMAT                     SD                 720p HD            1080p HD
Stream rate (Mbps)             1.5                   5                   8
 1 hour of content            .7 GB                2.3 GB              3.6 GB
                                            UNCOMPRESSED VIDEO

    FORMAT                     SD                 720p HD            1080p HD
Stream rate (Mbps)            125                   553                 1290
 1 hour of content           56 GB                249 GB              581 GB
                                            UNCOMPRESSED VIDEO

    FORMAT              Digital Cinema 2K     Digital Cinema 4K   3D Cinema Stream
Stream rate (Mbps)            1900                  3800                5730
 1 hour of content           855 GB               1710 GB             2579 GB

                     A single digital cinema production can be 800K–1M 2K/4K frames
FIRST MAJOR BOTTLENECKS: WAN TRANSFER
SECOND MAJOR BOTTLENECKS: LOCAL HTTP I/O




1st Bottleneck - WAN                          2nd Bottleneck — Data Center
BIG-DATA and WAN TRANSFER WITH TCP




TCP WAS DESIGNED IN THE EARLY 80’S
 •   When data was small & bandwidth was limited
 •   Fantastic for reliable data delivery
 •   Not fast enough for big-data

TCP IS THE ENGINE THAT DRIVES
 •   FTP, HTTP & HTTPS
 •   RSYNC, SCP
 •   CIFS & NFS

TCP DOES NOT LIKE NETWORK LATENCY/ RTT
 •   Geographic distance increases latency
 •   Network congestion increases latency

TCP DOES NOT LIKE PACKET LOSS
 •   Loss is caused by congestion
 •   Different network capacity
 •   Wireless and satellite communications
ASPERA FASP™: HIGH-PERFORMANCE BIG-DATA TRANSPORT




MAXIMUM LINE-RATE WAN TRANSFER SPEED
 •   Transfer performance scales with bandwidth independent
     of transfer distance and resilient to packet loss
 •   Optimal end-to-end throughput efficiency

CONGESTION AVOIDANCE AND POLICY CONTROL
 •   Automatic, full utilization of available bandwidth
 •   On-the-fly prioritization and bandwidth allocation

UNCOMPROMISING SECURITY AND RELIABILITY
 •   Secure, user/endpoint authentication
 •   AES-128 cryptography in transit & at-rest

SCALABLE MANAGEMENT, MONITORING AND CONTROL
 •   Real-time progress, performance and bandwidth utilization
 •   Detailed transfer history, logging, and manifest

ENTERPRISE-CLASS FILE DELIVERY
 •   Transfers up to thousands of times faster than FTP/HTTP(S)
 •   Precise and predictable transfer times
 •   Extreme scalability (concurrency and throughput)
SOLUTION: ASPERA ON-DEMAND DIRECT-TO-S3




    client        cargo downloader




point-to-point      mobile apps




connect plug-in
OVERCOMING BOTH BOTTLENECKS




   #1 — TRANSFER DATA TO EC2 OVER WAN           EFFECTIVE THROUGHPUT

• http transfer over WAN (single stream)
                                                          <10 Mbps
• Typical internet conditions
  • 50–250ms latency & 0.1–3% packet loss
                                                      <10 to 100 Mbps
• 15 parallel http streams


• Aspera fasp transfer over WAN to EC2                   up to 1Gbps
                                                  (per EC2 Extra Large Instance)



   #2 — TRANSFER DATA FROM EC2 TO S3            EFFECTIVE THROUGHPUT
• Standard single stream http                          10 to 100 Mbps
• Aspera S3 Proxy                                       up to 1Gbps
  • With parallel I/O http streams               (per EC2 Extra Large Instance)



                                                 10 TB transferred per 24 hours
ASPERA PRODUCT & TECHNOLOGY PORTFOLIO




    DISTRIBUTE                          COLLABORATE                              AUTOMATE




  Complete portfolio of               Global person-to-person                Web-based application
 servers and clients for                 and project-based                  and SDK for creating and
high-speed data delivery                   exchange and                     managing automated file-
    and distribution.                   collaboration of files                 based workflows.
                                          and directories.




                                         TRANSPORT

           Our unique, patented faspTM transport technologies provide unparalleled speed,
               efficiency, and bandwidth control over any size, distance, and network.
BIG-DATA: ACCESSED & DELIVERED BY ASPERA




      File transfer
Next Steps

Getting Started

• Simply sign up for AWS at
            http://aws.amazon.com/
• Store some content in S3, put a cloudfront
  distribution on it, and compare!
• Try your media processing applications on
  EC2
• Take advantage of the Free Tier to experiment
  with more advanced services
 .
                                              51
Thank You!

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AWS for Media: Content in the Cloud, Miles Ward (Amazon Web Services) and Bhavik Vyas (Aspera)

  • 1. AWS for Media: Content in the Cloud Miles Ward Solutions Architect Bhavik Vyas Director of Cloud Solutions
  • 2. Today’s Agenda: • Examine common needs and challenges we’ve seen from Media and Entertainment customers. • Provide examples of how customers have met these needs using AWS. • Dig in on patterns for Storage, Processing, and Distribution. • Learn how to get started.
  • 3. Media Industry Scenarios Media Storage – Library storage for processing – Archiving Media Processing – Preparing source/mezzanine files for further processing – Encode/Transcode – Encryption, watermarking – Applying individualization and monetization mechanisms (advertising, PPV, subscription, purchase, etc.) Media Delivery – Audio and video streaming of Live and VOD content • Managed distribution to set top boxes • Over the top (OTT) distribution • Internet distribution – Static image distribution (web page chrome and images) – Rich media web applications • Flash/Silverlight/etc. applications can be cached at the edge for scalability and faster download/startup
  • 4. Media Industry Trends and Needs • Media industry is at an inflection point • Infrastructure requirements growing exponentially • As the media industry has “gone digital”, content distribution requirements have also evolved – Scalable and secure media storage, processing and distribution – Anytime, anywhere, any device consumption – Personalized content and experiences – Expectation of low latency, global distribution – Support multiple business models (purchase, PPV, subscription) • Media has unusual performance, security and reliability characteristics compared to other industries
  • 5. Today’s Ubiquitous Media is Complex and Challenging Technical Requirements High Performance Computing Server Farms Content Distribution Networks DAM, DRM, Encoding, Editing, and Video Player Software Large Number of File Formats Massive Storage Networks
  • 6. On-Premise Infrastructure is Costly & Complex Large Capital Expenditures Underutilized IT Assets Patching Software Out of Datacenter Space Scaling down as needed Slow IT Deployments Contract negotiation Scaling up quickly Prices too high for IT products Managing physical growth “ IT spends 80% of its time and resources keeping the lights on ”
  • 7. The Cloud Provides a Better way Instant Elasticity Rapid Time to Value Focus on Innovation On-Demand not Infrastructure Pricing No CapEx
  • 8. How the Cloud Can Reduce Digital Lifecycle Complexity Massive Scale Rapid File Transfer Lower IT Costs High Reliability Accredited Security
  • 9. Massive Scale Makes it Easier to Hit Deadlines Problem: Timeline overruns to support PS3 launch Solution: AWS’s Scale, 1200 virtual machines on-demand Benefits:17,000 titles (80TB of data) transcoded in days, able to support launch
  • 10. Massive Scale Makes it Easier to Focus on Your Core Business Problem: Massive global growth in online gaming Solution: AWS’s Global Infrastructure Benefits: Scaled to handle 4 million players in 8 weeks
  • 11. Storage S3 – Storage for Source / Mezzanine files Exceptional Durability: 99.999999999% Secure Economical EBS – Storage for Media during Processing POSIX Block Device Dynamic Persistent for non-contiguous processing Direct Connect – Leverage your existing storage systems via a low latency Nx10Gbps link to AWS
  • 12. S3 Use Cases and Users Media Serving Media Sharing File Storage / Backup Static Content Big Data
  • 13. Storage: Scale of Amazon S3 Total Number of Objects Stored in Amazon S3 Peak Requests: 762 Billion 500,000+ per second 262 Billion 102 Billion 14 Billion 40 Billion 2.9 Billion Q4 2006 Q4 2007 Q4 2008 Q4 2009 Q4 2010 Q4 2011
  • 14. Media Ingest and Storage Architecture 14
  • 15. Moving Files to and From Amazon S3 is Fast Internet Multi-part Upload Up to 700 Mb/s direct 1Gb and 10 Gb to Amazon S3 Connections
  • 17. Moving Files Faster Also Makes it Easier to Hit Deadlines 9 Minutes: Other 7 Seconds: Amazon than Amazon S3 S3
  • 18. Processing EC2– Servers in the Cloud by the Hour High-Performance, Scalable, Secure Origin servers, custom application servers, monetization and DRM systems EMR – A coordination framework for distributed computing Minimizes Administration Automates distribution Simplifies workflows CG1 - CUDA– GPGPU-enabled instances for super high FP performance, transcoding.
  • 20. Easily Scale Up and Down Internet Video App on Amazon EC2 From 50 to 5,000 servers in 3 days 5,000 Scaled to peak of 5,000 instances Number of EC2 Instances in 3 days Launch of Facebook application 0 Monday Tuesday Wednesday Thursday Friday Saturday Sunday The Animoto Blog
  • 21. AWS Reduces IT Costs Saved 70% OPPORTUNITY COST WASTAGE Traditional Hardware Saved 50% Actual Demand Automated Virtualization Reduced costs by over 50%
  • 22. Why Vimeo Chose AWS “ Our users don't care whether it's a peak time or not, and we prefer not to pay for transcoding machines the five days a week we aren't using them. This workload is perfect for EC2
  • 23. CG1 – GPGPU is here = 10x faster, 2x higher res, lower cost
  • 24. Distribution Cloudfront – Next-Gen Content Delivery Network Performance-oriented Multi-format Secure Economical Route 53 – DNS API controlled, allows programmatic shifts Weighted Records Alias records for ELB EC2– Origin servers, custom application servers, monetization and DRM systems
  • 25. Introduction to CloudFront CloudFront in a nutshell. Our Content Delivery Network Delivers: • Low latency. Improves media load times. • High bandwidth. Enables high bit rate HD video and other media applications. • Redundant. Eliminates single points of failure. • Scalable. Ensure great experience as number of end users grows. • Global. Worldwide network provides great experience regardless of geography. • Cost-effective. Pay as you go model provides flexibility for your business. 25
  • 26. Introduction to CloudFront Key features for CloudFront. • RTMP (Flash) and HTTP delivery • Live and VOD • Adaptive Bitrate Streaming • HTTP/HTTPS File Delivery • Private Content • Programmatic Invalidation • Industry-compliant, detailed Access Logs Amazon CloudFront • AWS Management Console • Full control via APIs 26
  • 27. Introduction to CloudFront Delivery of Non-Cached Video Download Request S3 bucket or routed to most custom origin with your stored Object requested from origin CloudFront Edge optimal edge location 0 End-user requests video video content 2 Locations 1 Media stored in Data transfer of3 video to CloudFront cache 4 5 End-user enjoys video Data transfer of edge location to cached video cache download to end user 27
  • 28. Introduction to CloudFront Delivery of Non-Cached Video Download Request S3 bucket or routed to most custom origin with your stored video content CloudFront Edge optimal edge location 0 End-user requests video Locations 1 Skipping these steps means lower latency for your users! Media read from cache 2 3 End-user enjoys video Data transfer of cached video download to end user 28
  • 29. Introduction to CloudFront AWS Content and Media Serving Architecture 29
  • 30. AWS’ Reliable Infrastructure Makes it Easier to Focus on Other Tasks “As with all the AWS services we leverage, using Amazon CloudFront is so simple and reliable that the team doesn’t have to think about it. It all just works, freeing us to focus on building cool applications.” >1Pb/mo through Cloudfront
  • 31. Introduction to CloudFront AWS and CloudFront’s global presence. AWS Regions US East (Northern Virginia) US West (Northern California) US West (Northern Oregon) Europe (Dublin) Asia Pacific (Singapore) Asia Pacific (Toyko) AWS CloudFront Locations United States: Europe: Asia: South America: Ashburn, VA New York, NY (2) Amsterdam Hong Kong Sao Paulo Dallas, TX Palo Alto, CA Dublin Tokyo Jacksonville, FL San Jose, CA Frankfurt Singapore Los Angeles, CA (2) Seattle, WA London Osaka! Miami, FL South Bend, IN Paris Newark, NJ St. Louis, MO Stockholm Milan! 31
  • 32. Introduction to CloudFront Rapid pace of innovation (and price cuts). » San Jose, CA Edge Location » South bend » Price Drop Indiana Edge » Free Inbound » Price Drop Location Data Transfer » HTTPS Support » Second NY Edge » Stockholm Edge » Lower 1-Hour TTLs Location » Access Logging Capability Location » Access Logs for Streaming » Large Object » CloudFront Management Console » Live Streaming » NYC Edge Location Support Support » CloudFront tops » Custom Origins 20K customers » Private Content » Streaming Video on Demand » Service Level Agreement » CloudFront Public Beta » Jacksonville Edge Location » New Lower Pricing Tiers » Singapore Edge Location » Paris Edge Location » Private Streaming » (IAM) Identity & Access Management » Sao Paulo Edge Location » Enhanced CloudFront Logs » Second LA Edge Location » Default Root Object » Invalidation 32
  • 33. Needs and Examples What do M&E customers expect from a CDN: • Great performance to a global audience. • Reliable delivery to wide range of clients. • Scalability for unpredictable spikes in demand • Control for secure content delivery • Support for HD high-bandwidth streaming • Reporting and analytics to track & analyze viewing patterns • Easy to configure and manage solutions • Cost-effective solutions 33
  • 34. Needs and Examples Need: Great performance to a global audience. • Amazon is a metrics Gomez Large Object Test driven company. Japan 12.000 • We focus on metrics 10.000 9.673 that capture the end Download Time (Seconds) user experience: the 8.000 “last mile,” not internet 6.000 “backbone” data 3.688 4.000 3.441 centers. 3.126 2.000 • Your customers do not live in data centers. 0.000 Last Mile CloudFront Comparison A Comparison B Comparison C Last mile data based on 7,907 observations taken between 17-SEP-2011 and 1-Oct-2011 *The Gomez tests were designed and conducted by Amazon using the Compuware Corporation performance network. The test results have not been reviewed, approved or endorsed by Compuware Corporation 34
  • 35. Needs and Examples Need: Reliable delivery to wide range of clients. • Multiple delivery protocols for different platforms and devices • Adobe RTMP • HTTP Streaming for iOS • Microsoft Silverlight • Options for live and on-demand video • Full control over origin for live streaming ? • Reliability backed by CloudFront Service Level Agreement 36
  • 36. Needs and Examples Example: Video banner ad customer. 80 Volume of Data Delivered (Gbps) 70 Peak usage over 60 Gbps 60 50 40 30 20 10 0 8:00 AM 9:00 AM 10:00 AM 11:00 AM 12:00 PM 1:00 PM 2:00 PM 3:00 PM 4:00 PM 5:00 PM 6:00 PM 7:00 PM 8:00 PM 9:00 PM Confidential – Shared Under NDA 37
  • 37. Needs and Examples Need: Control for secure content delivery. • Private Content Feature authenticate users with signed URLS • Uses policy-driven access controls for control and flexibility • Restrict on resource or path, time, source IP • Signatures generated using asymmetric encryption • SSL delivery and RTMPE streaming encrypt bytes on the wire • Origin Access Identities secure your content in Amazon S3 • Identify and Access Management (IAM) to control who can configure your CloudFront distributions
  • 38. Need: Easy to configure and manage solutions. • Self service signup and configuration – anytime, from anywhere • AWS Management Console to create and manage AWS infrastructure like S3, EC2, Cloudfront • Programmatic APIs for integration into your own systems and workflow 39
  • 39. Large Partner Ecosystem Makes Managing Easier
  • 41. HOW BIG IS ―BIG DATA‖? (M&E EXAMPLE) STANDARD FORMATS CD DVD Blu-ray .75 GB 4.7 GB 25 GB COMPRESSED VIDEO FORMAT SD 720p HD 1080p HD Stream rate (Mbps) 1.5 5 8 1 hour of content .7 GB 2.3 GB 3.6 GB UNCOMPRESSED VIDEO FORMAT SD 720p HD 1080p HD Stream rate (Mbps) 125 553 1290 1 hour of content 56 GB 249 GB 581 GB UNCOMPRESSED VIDEO FORMAT Digital Cinema 2K Digital Cinema 4K 3D Cinema Stream Stream rate (Mbps) 1900 3800 5730 1 hour of content 855 GB 1710 GB 2579 GB A single digital cinema production can be 800K–1M 2K/4K frames
  • 42. FIRST MAJOR BOTTLENECKS: WAN TRANSFER
  • 43. SECOND MAJOR BOTTLENECKS: LOCAL HTTP I/O 1st Bottleneck - WAN 2nd Bottleneck — Data Center
  • 44. BIG-DATA and WAN TRANSFER WITH TCP TCP WAS DESIGNED IN THE EARLY 80’S • When data was small & bandwidth was limited • Fantastic for reliable data delivery • Not fast enough for big-data TCP IS THE ENGINE THAT DRIVES • FTP, HTTP & HTTPS • RSYNC, SCP • CIFS & NFS TCP DOES NOT LIKE NETWORK LATENCY/ RTT • Geographic distance increases latency • Network congestion increases latency TCP DOES NOT LIKE PACKET LOSS • Loss is caused by congestion • Different network capacity • Wireless and satellite communications
  • 45. ASPERA FASP™: HIGH-PERFORMANCE BIG-DATA TRANSPORT MAXIMUM LINE-RATE WAN TRANSFER SPEED • Transfer performance scales with bandwidth independent of transfer distance and resilient to packet loss • Optimal end-to-end throughput efficiency CONGESTION AVOIDANCE AND POLICY CONTROL • Automatic, full utilization of available bandwidth • On-the-fly prioritization and bandwidth allocation UNCOMPROMISING SECURITY AND RELIABILITY • Secure, user/endpoint authentication • AES-128 cryptography in transit & at-rest SCALABLE MANAGEMENT, MONITORING AND CONTROL • Real-time progress, performance and bandwidth utilization • Detailed transfer history, logging, and manifest ENTERPRISE-CLASS FILE DELIVERY • Transfers up to thousands of times faster than FTP/HTTP(S) • Precise and predictable transfer times • Extreme scalability (concurrency and throughput)
  • 46. SOLUTION: ASPERA ON-DEMAND DIRECT-TO-S3 client cargo downloader point-to-point mobile apps connect plug-in
  • 47. OVERCOMING BOTH BOTTLENECKS #1 — TRANSFER DATA TO EC2 OVER WAN EFFECTIVE THROUGHPUT • http transfer over WAN (single stream) <10 Mbps • Typical internet conditions • 50–250ms latency & 0.1–3% packet loss <10 to 100 Mbps • 15 parallel http streams • Aspera fasp transfer over WAN to EC2 up to 1Gbps (per EC2 Extra Large Instance) #2 — TRANSFER DATA FROM EC2 TO S3 EFFECTIVE THROUGHPUT • Standard single stream http 10 to 100 Mbps • Aspera S3 Proxy up to 1Gbps • With parallel I/O http streams (per EC2 Extra Large Instance) 10 TB transferred per 24 hours
  • 48. ASPERA PRODUCT & TECHNOLOGY PORTFOLIO DISTRIBUTE COLLABORATE AUTOMATE Complete portfolio of Global person-to-person Web-based application servers and clients for and project-based and SDK for creating and high-speed data delivery exchange and managing automated file- and distribution. collaboration of files based workflows. and directories. TRANSPORT Our unique, patented faspTM transport technologies provide unparalleled speed, efficiency, and bandwidth control over any size, distance, and network.
  • 49. BIG-DATA: ACCESSED & DELIVERED BY ASPERA File transfer
  • 50. Next Steps Getting Started • Simply sign up for AWS at http://aws.amazon.com/ • Store some content in S3, put a cloudfront distribution on it, and compare! • Try your media processing applications on EC2 • Take advantage of the Free Tier to experiment with more advanced services . 51