AWS Summit Benelux 2013 - 'Transformation Powered by the AWS Cloud' Keynote
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AWS Summit Benelux 2013 - 'Transformation Powered by the AWS Cloud' Keynote

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AWS Summit Benelux 2013 - 'Transformation Powered by the AWS Cloud' Keynote AWS Summit Benelux 2013 - 'Transformation Powered by the AWS Cloud' Keynote Presentation Transcript

  • Dr. Werner Vogels CTO, Amazon.com @werner Transformation Powered by the AWS Cloud
  • Our largest AWS Summit series, ever. Over 39,000 people registered Stockholm San Francisco Amsterdam
  • 7 Years Young Amazon S3 launched: March 14th 2006
  • 30+ services spanning compute, storage, database and application management
  • 100,000s of customers, across 190 countries.
  • Used by the Hottest Startups in the Netherlands
  • And by the Largest Enterprises
  • Here and abroad
  • A wide range of technologies
  • Thriving Partner Ecosystem Consulting Partners Technology Partners
  • AWS Marketplace: Buy Software Pre-Configured to Run on AWS Growth since Jan 1, 2013 25 categories 977 product listings Active customers Usage per customer 308% 152%
  • The AWS Price Reduction Philosophy Ecosystem Global Footprint New Features New ServicesInfrastructure Innovation More AWS Usage More Infrastructure Economies of Scale Lower Infrastructure Costs Reduced Prices More Customers
  • Customer Infrastructure Audits Saves money Improves availability Closes security gaps Increases performance Recent Performance 329,000 recommendations $22M in annualized savings AWS Trusted Advisor
  • AWS Service Launches and Feature Updates 2007 2008 2009 2010 2011 2012 9 24 48 82 61 159
  • AWS Service Launches and Feature Updates 2007 2008 2009 2010 2011 2012 2013 9 24 48 82 61 159 154
  • AWS Service Launches and Feature Updates 2007 2008 2009 2010 2011 2012 2013 9 24 48 82 61 159
  • Amazon S3: Over 2 Trillion Total Objects 1.1M peak requests/sec
  • Amazon Elastic MapReduce: Clusters launched by customers 5.5 M clusters launched since May 2010
  • Infrastructure as a Service Magic Quadrant 2013 “AWS is the overwhelming market share leader, with more than five times the compute capacity in use than the aggregate total of the other fourteen providers.”
  • Amazon DynamoDB Amazon Redshift Amazon Glacier
  • 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
  • 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
  • Transformation: What drives it? Who is doing it? What is next?
  • Transformation: What drives it? Who is doing it? What is next?
  • Economic drivers Abundance of products Intensifying competition Growing consumer power Reduced customer loyalty Limited capital Q $ D S
  • Uncertainty
  • 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
  • The benefits of cloud computing
  • 1. Trade Capital Expense for Variable Expense On-Premises $0 to get started Pay as you go Saved $34M on SmartHub app
  • Reduced IT costs by 40% over a five year period Reduced web infrastructure cost by 50% 2. Lower Variable Expense Than Going it Alone Saved $1.6M-$2.4M on capital expenditure
  • 3. You Don’t Need to Guess Capacity Self Hosting Waste Actual demand Predicted Demand Rigid Actual demand Elastic The Cloud
  • Typical Weekly Traffic to Amazon.com Sunday Monday Tuesday Wednesday Thursday Friday Saturday
  • Typical Weekly Traffic to Amazon.com Sunday Monday Tuesday Wednesday Thursday Friday Saturday 39% 61%
  • November Traffic for Amazon.com
  • November Traffic for Amazon.com 76% 24%
  • November 10th, 2010 October 31, 2011
  • November Traffic for Amazon.com
  • 4. Dramatically Increase Speed & Agility 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 AWS: Infrastructure in MinutesOld World: Infrastructure in Weeks
  • Increase Innovation When The Cost of Failure Approaches Zero Old world: AWS: Experiment infrequently Failure is expensive Less innovation Near $0 Experiment often Fail quickly at a low cost More innovation
  • 5. Stop Spending Money on Undifferentiated Heavy Lifting buy and install new hardware set up and configure new software build new data centers so you don’t have to... Data Centers Power Cooling Cabling Networking Racks Servers Storage Labor We take care of...
  • 6. Go Global in Minutes
  • 1. Trade capital expense for variable expense 2. Lower variable expense than companies can do themselves 3. You don’t need to guess capacity 4. Dramatically improved speed and agility 5. Stop spending money on undifferentiated heavy lifting 6. Go global in minutes The Benefits of Cloud Computing
  • Peter Moeykens Technical Fellow
  • WORLD LEADER IN LOCATION AND NAVIGATION PRODUCTS AND SERVICES 3,500 EMPLOYEES WORLDWIDE HEADQUARTERED IN AMSTERDAM
  • What did we do?
  • Engineers concentrating on core competencies, not infrastructure True Agility The right tools Encourage R&D with resources on demand “Fail Early” Accountability as a job role How did AWS ensure engineering success? Empowerment
  • AWS tools for high availability means plenty of 9’s in the SLA AWS global deployment EC2 instant scaling to meet the most demanding customers Cost transparency – no hidden surprises Reserved instances for more cost savings The Amazon name inspires customer confidence AWS for Enterprise Success A Sure Bet
  • Millions of transactions a day – right now! No fear of success – bring them on! 2013 – 2014 will be years of growth Services, SDKs, availability zones, etc. Improve, inspire and never stop innovating! LBS Today and Tomorrow
  • Thank You!
  • The Foundation for 21st Century Architectures
  • awsofa.info
  • Old world Development Experimentation Flexibility Years $$$ Rigid Availability Scarce AWS Minutes $0.00 Elastic Plentiful
  • Old world Development Experimentation Flexibility Years $$$ Rigid Availability Scarce AWS Minutes $0.00 Elastic Plentiful
  • Transformation: What drives it? Who is doing it? What is next?
  • Transformation: What drives it? Who is doing it? What is next?
  • Every industry.
  • Financial Services
  • Financial Services Extreme competition New products and instruments daily Rapid development and delivery Rapid experimentation
  • Stringent regulatory, compliance and security requirements.
  • Media & Advertising
  • 1950 1960 1970 1980 1990 2000 2010 $10,000 $20,000 $30,000 $40,000 $50,000 $60,000 $70,000 Print Only Including Online Millions of 2012 Dollars Newspaper Advertising Revenue Adjusted for Inflation, 1950 to 2012 Source: Newspaper Association of America Carpe Diem Blog
  • Media and Advertising New ways to monetize content Competitive landscape changing Highly competitive Driven by data
  • Jan Willem Eshuis Chief Technology Officer
  • Health Care & Biotechnology
  • Health care & biotechnology Huge impact Rapid innovation Collaborative on a global scale
  • 1000 Genomes Project 250 TB of data ~2000 complete genomes Available to all, via S3
  • Hospitality
  • Hospitality Rapid growth Cost conscious IT is undifferentiated heavy lifting A ‘long tail’ from B&B to boutiques
  • Rapid growth and huge opportunities for online engagement
  • Focus on the customer
  • Energy
  • Energy, oil and gas Huge organizations Strive for agility Hundreds of developers IT is a fundamental component
  • 106 Menno Abbink Senior Enterprise Architect menno.abbink@essent.nl The road to a ‘Cloud Unless’ strategy How we have been using AWS technologies over the last 4 years
  • who isEssent  Since 2009 part of RWE Group  The largest energy company in the Netherlands  2.516 M electricity customers  2.187 M gas customers  2.539 employees  3.770 M net turnover  272 M operating result (results 2012)
  • cloud on our radar Cloud Computing was mentioned in Gartner’s Magic Quadrant for Emerging Technologies for the first time in 2008 and has been on our radar ever since. We have been investigating and using the possibilities of Cloud Computing from that moment on, being a front runner from an enterprise point of view.
  • cloud adoption Cost reduction programs thrived several pilots , e.g. Google Apps and Office365, and the need for low-cost and flexible solutions led to ongoing usage of platforms like Yammer, SalesForce and Amazon Web Services. AWS has been used extensively and continuously ever since and is currently the IaaS platform of choice.
  • Launchof1stEC2Instance inUS forgooglelandingpages Implementationof VirtualPrivateCloud Hostingessent.nland customerselfserviceportals ExperimentswithHadoop forBigDataanalysis Implementationofbillingengine forsupportSmartEnergyinitiatives Intranetenvironments hostedwithinVPC Q3 2008 Q2 2010 VariousProofofConcepts andpilotsforContentHosting 2009 Q4 2011 Q3 2012 Q4 2012 Q1 2013Q3 2011 Implementationofsystems tosupportE-mobilityoffering AWS usage @ Essent In 2008 first experiments – hosting of Google adWords landing pages – initiated, leading to hosting of corporate websites and customer self service applications in 2010. In 2011 started with implementation of application stacks and at the end of 2012 a Virtual Datacenter using the AWS VPC solution.
  • example: Charging stations Customers can search – Online and via mobile apps – for nearby charging stations to ‘fuel’ their electric vehicle. They can differentiate on type and availability and even monitor the status during charging. All data is fetched and stored dynamically via our internal services within an AWS RDS database.
  • Challenges we experienced  “We fear what we don’t know” – especially in 2009  Finding a suitable outsourcing partner  Constant evolving cloud offerings  Dialogue with software vendors  Identity Management  Maintenance mindset
  • our next stepsin AWS  Create basic application components  Create Business Self Service Portal  Implement our Essent API in VPC together with Axway  Create solution to capture and analyze data  Hire own technical personnel
  • @mennoabbink www.linkedin.com/in/mennoabbink menno.abbink@essent.nl www.werkenbijessent.nl Let’s keep in touch
  • Retail & E-Commerce
  • Transformation: What drives it? Who is doing it? What is next?
  • Who is your customer really? What do people really like? What is happening socially with your products? How do people really use your product?
  • Big Data The move to real time information Deeper integration Vertical application of analytics Hadoop will become invisible
  • Connected Devices Incredible data generators Device and content are independent Increasing workforce mobility
  • Security & Privacy
  • Readily available encryption services to protect your customers.
  • Readily available encryption services to protect your customers. Hardware security modules AES-256 encryption SSL for data in transit IAM federation Private subnets VPC by default Key rotation Multi-factor authentication SOC 1 & 2 SAS70 Type II FISMA moderate ITAR HIPAA DIACAP FedRAMP PCI DSS Level 1 ISO 27001
  • AWS CloudHSM - Hardware Security Module in the Cloud AWS CloudHSM
  • Continually extend our security options.
  • Amazon RDS for Oracle Transparent Data Encryption and Native Network Encryption.
  • 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
  • Thank you. werner@amazon.com