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
Act...
The AWS Price Reduction Philosophy
Ecosystem
Global Footprint
New Features
New ServicesInfrastructure
Innovation
More AWS
...
Customer Infrastructure Audits
Saves money
Improves availability
Closes security gaps
Increases performance
Recent Perform...
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 th...
Amazon DynamoDB Amazon Redshift Amazon Glacier
The most radical and transformative of
inventions are those that empower
others to unleash their creativity -
to pursue th...
The most radical and transformative of
inventions are those that empower
others to unleash their creativity -
to pursue th...
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 ca...
Uncertainty
Addressing Uncertainty Acquire resources on demand
Release resources when no
longer needed
Pay for what you use
Leverage o...
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 Goin...
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 Jap...
Increase Innovation When The Cost of Failure Approaches Zero
Old world: AWS:
Experiment infrequently
Failure is expensive
...
5. Stop Spending Money on Undifferentiated Heavy Lifting
buy and install new hardware
set up and configure new software
bu...
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...
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...
AWS tools for high availability means plenty of 9’s in the SLA
AWS global deployment
EC2 instant scaling to meet the most ...
Millions of transactions a day – right now!
No fear of success – bring them on!
2013 – 2014 will be years of growth
Servic...
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 experimenta...
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
Mil...
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...
who isEssent
 Since 2009 part of RWE Group
 The largest energy company in the Netherlands
 2.516 M electricity customer...
cloud on our radar
Cloud Computing was mentioned in
Gartner’s Magic Quadrant for
Emerging Technologies for the first
time ...
cloud adoption
Cost reduction programs thrived several
pilots , e.g. Google Apps and Office365,
and the need for low-cost ...
Launchof1stEC2Instance
inUS
forgooglelandingpages
Implementationof
VirtualPrivateCloud
Hostingessent.nland
customerselfser...
example: Charging stations
Customers can search – Online and via mobile apps – for nearby
charging stations to ‘fuel’ thei...
Challenges we experienced
 “We fear what we don’t know” – especially in 2009
 Finding a suitable outsourcing partner
 C...
our next stepsin AWS
 Create basic application components
 Create Business Self Service Portal
 Implement our Essent AP...
@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 real...
Big Data
The move to real time information
Deeper integration
Vertical application of analytics
Hadoop will become invisib...
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...
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 th...
Thank you.
werner@amazon.com
AWS Summit Benelux 2013 - 'Transformation Powered by the AWS Cloud' Keynote
AWS Summit Benelux 2013 - 'Transformation Powered by the AWS Cloud' Keynote
AWS Summit Benelux 2013 - 'Transformation Powered by the AWS Cloud' Keynote
AWS Summit Benelux 2013 - 'Transformation Powered by the AWS Cloud' Keynote
AWS Summit Benelux 2013 - 'Transformation Powered by the AWS Cloud' Keynote
AWS Summit Benelux 2013 - 'Transformation Powered by the AWS Cloud' Keynote
AWS Summit Benelux 2013 - 'Transformation Powered by the AWS Cloud' Keynote
AWS Summit Benelux 2013 - 'Transformation Powered by the AWS Cloud' Keynote
AWS Summit Benelux 2013 - 'Transformation Powered by the AWS Cloud' Keynote
AWS Summit Benelux 2013 - 'Transformation Powered by the AWS Cloud' Keynote
AWS Summit Benelux 2013 - 'Transformation Powered by the AWS Cloud' Keynote
AWS Summit Benelux 2013 - 'Transformation Powered by the AWS Cloud' Keynote
AWS Summit Benelux 2013 - 'Transformation Powered by the AWS Cloud' Keynote
AWS Summit Benelux 2013 - 'Transformation Powered by the AWS Cloud' Keynote
AWS Summit Benelux 2013 - 'Transformation Powered by the AWS Cloud' Keynote
AWS Summit Benelux 2013 - 'Transformation Powered by the AWS Cloud' Keynote
AWS Summit Benelux 2013 - 'Transformation Powered by the AWS Cloud' Keynote
AWS Summit Benelux 2013 - 'Transformation Powered by the AWS Cloud' Keynote
AWS Summit Benelux 2013 - 'Transformation Powered by the AWS Cloud' Keynote
AWS Summit Benelux 2013 - 'Transformation Powered by the AWS Cloud' Keynote
AWS Summit Benelux 2013 - 'Transformation Powered by the AWS Cloud' Keynote
AWS Summit Benelux 2013 - 'Transformation Powered by the AWS Cloud' Keynote
AWS Summit Benelux 2013 - 'Transformation Powered by the AWS Cloud' Keynote
AWS Summit Benelux 2013 - 'Transformation Powered by the AWS Cloud' Keynote
AWS Summit Benelux 2013 - 'Transformation Powered by the AWS Cloud' Keynote
AWS Summit Benelux 2013 - 'Transformation Powered by the AWS Cloud' Keynote
AWS Summit Benelux 2013 - 'Transformation Powered by the AWS Cloud' Keynote
AWS Summit Benelux 2013 - 'Transformation Powered by the AWS Cloud' Keynote
AWS Summit Benelux 2013 - 'Transformation Powered by the AWS Cloud' Keynote
AWS Summit Benelux 2013 - 'Transformation Powered by the AWS Cloud' Keynote
AWS Summit Benelux 2013 - 'Transformation Powered by the AWS Cloud' Keynote
AWS Summit Benelux 2013 - 'Transformation Powered by the AWS Cloud' Keynote
AWS Summit Benelux 2013 - 'Transformation Powered by the AWS Cloud' Keynote
AWS Summit Benelux 2013 - 'Transformation Powered by the AWS Cloud' Keynote
AWS Summit Benelux 2013 - 'Transformation Powered by the AWS Cloud' Keynote
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

  1. 1. Dr. Werner Vogels CTO, Amazon.com @werner Transformation Powered by the AWS Cloud
  2. 2. Our largest AWS Summit series, ever. Over 39,000 people registered Stockholm San Francisco Amsterdam
  3. 3. 7 Years Young Amazon S3 launched: March 14th 2006
  4. 4. 30+ services spanning compute, storage, database and application management
  5. 5. 100,000s of customers, across 190 countries.
  6. 6. Used by the Hottest Startups in the Netherlands
  7. 7. And by the Largest Enterprises
  8. 8. Here and abroad
  9. 9. A wide range of technologies
  10. 10. Thriving Partner Ecosystem Consulting Partners Technology Partners
  11. 11. 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%
  12. 12. 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
  13. 13. Customer Infrastructure Audits Saves money Improves availability Closes security gaps Increases performance Recent Performance 329,000 recommendations $22M in annualized savings AWS Trusted Advisor
  14. 14. AWS Service Launches and Feature Updates 2007 2008 2009 2010 2011 2012 9 24 48 82 61 159
  15. 15. AWS Service Launches and Feature Updates 2007 2008 2009 2010 2011 2012 2013 9 24 48 82 61 159 154
  16. 16. AWS Service Launches and Feature Updates 2007 2008 2009 2010 2011 2012 2013 9 24 48 82 61 159
  17. 17. Amazon S3: Over 2 Trillion Total Objects 1.1M peak requests/sec
  18. 18. Amazon Elastic MapReduce: Clusters launched by customers 5.5 M clusters launched since May 2010
  19. 19. 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.”
  20. 20. Amazon DynamoDB Amazon Redshift Amazon Glacier
  21. 21. 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
  22. 22. 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
  23. 23. Transformation: What drives it? Who is doing it? What is next?
  24. 24. Transformation: What drives it? Who is doing it? What is next?
  25. 25. Economic drivers Abundance of products Intensifying competition Growing consumer power Reduced customer loyalty Limited capital Q $ D S
  26. 26. Uncertainty
  27. 27. 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
  28. 28. The benefits of cloud computing
  29. 29. 1. Trade Capital Expense for Variable Expense On-Premises $0 to get started Pay as you go Saved $34M on SmartHub app
  30. 30. 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
  31. 31. 3. You Don’t Need to Guess Capacity Self Hosting Waste Actual demand Predicted Demand Rigid Actual demand Elastic The Cloud
  32. 32. Typical Weekly Traffic to Amazon.com Sunday Monday Tuesday Wednesday Thursday Friday Saturday
  33. 33. Typical Weekly Traffic to Amazon.com Sunday Monday Tuesday Wednesday Thursday Friday Saturday 39% 61%
  34. 34. November Traffic for Amazon.com
  35. 35. November Traffic for Amazon.com 76% 24%
  36. 36. November 10th, 2010 October 31, 2011
  37. 37. November Traffic for Amazon.com
  38. 38. 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
  39. 39. 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
  40. 40. 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...
  41. 41. 6. Go Global in Minutes
  42. 42. 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
  43. 43. Peter Moeykens Technical Fellow
  44. 44. WORLD LEADER IN LOCATION AND NAVIGATION PRODUCTS AND SERVICES 3,500 EMPLOYEES WORLDWIDE HEADQUARTERED IN AMSTERDAM
  45. 45. What did we do?
  46. 46. 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
  47. 47. 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
  48. 48. 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
  49. 49. Thank You!
  50. 50. The Foundation for 21st Century Architectures
  51. 51. awsofa.info
  52. 52. Old world Development Experimentation Flexibility Years $$$ Rigid Availability Scarce AWS Minutes $0.00 Elastic Plentiful
  53. 53. Old world Development Experimentation Flexibility Years $$$ Rigid Availability Scarce AWS Minutes $0.00 Elastic Plentiful
  54. 54. Transformation: What drives it? Who is doing it? What is next?
  55. 55. Transformation: What drives it? Who is doing it? What is next?
  56. 56. Every industry.
  57. 57. Financial Services
  58. 58. Financial Services Extreme competition New products and instruments daily Rapid development and delivery Rapid experimentation
  59. 59. Stringent regulatory, compliance and security requirements.
  60. 60. Media & Advertising
  61. 61. 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
  62. 62. Media and Advertising New ways to monetize content Competitive landscape changing Highly competitive Driven by data
  63. 63. Jan Willem Eshuis Chief Technology Officer
  64. 64. Health Care & Biotechnology
  65. 65. Health care & biotechnology Huge impact Rapid innovation Collaborative on a global scale
  66. 66. 1000 Genomes Project 250 TB of data ~2000 complete genomes Available to all, via S3
  67. 67. Hospitality
  68. 68. Hospitality Rapid growth Cost conscious IT is undifferentiated heavy lifting A ‘long tail’ from B&B to boutiques
  69. 69. Rapid growth and huge opportunities for online engagement
  70. 70. Focus on the customer
  71. 71. Energy
  72. 72. Energy, oil and gas Huge organizations Strive for agility Hundreds of developers IT is a fundamental component
  73. 73. 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
  74. 74. 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)
  75. 75. 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.
  76. 76. 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.
  77. 77. 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.
  78. 78. 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.
  79. 79. 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
  80. 80. 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
  81. 81. @mennoabbink www.linkedin.com/in/mennoabbink menno.abbink@essent.nl www.werkenbijessent.nl Let’s keep in touch
  82. 82. Retail & E-Commerce
  83. 83. Transformation: What drives it? Who is doing it? What is next?
  84. 84. Who is your customer really? What do people really like? What is happening socially with your products? How do people really use your product?
  85. 85. Big Data The move to real time information Deeper integration Vertical application of analytics Hadoop will become invisible
  86. 86. Connected Devices Incredible data generators Device and content are independent Increasing workforce mobility
  87. 87. Security & Privacy
  88. 88. Readily available encryption services to protect your customers.
  89. 89. 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
  90. 90. AWS CloudHSM - Hardware Security Module in the Cloud AWS CloudHSM
  91. 91. Continually extend our security options.
  92. 92. Amazon RDS for Oracle Transparent Data Encryption and Native Network Encryption.
  93. 93. 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
  94. 94. Thank you. werner@amazon.com

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