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AWS Summit London - Keynote - Werner Vogels

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AWS Summit London opening Keynote: Dr. Werner Vogels, CTO, Amazon.com & AWS Customers: Chris Taylor (CIO at News International), Gavin Bain (Cloud Computing Service Manager at Shell), Sean Cornwell …

AWS Summit London opening Keynote: Dr. Werner Vogels, CTO, Amazon.com & AWS Customers: Chris Taylor (CIO at News International), Gavin Bain (Cloud Computing Service Manager at Shell), Sean Cornwell (COO at Shutl)

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  • 1. Monday, April 29, 13
  • 2. AWS Summit, Tuesday 23rd AprilBootstrappingData and AnalyticsAdvanced TopicsDr. Werner Vogels, CTO, Amazon.comNetworking Reception and Partner ExpoBreakout Tracks9:00 - 11:00Lunch and Partner Expo12:00 - 1:301:30 - 5:155:15 - 7:30Stephen Schmidt, CISO, AWS11:00 - 12:00Monday, April 29, 13
  • 3. AWS Summit Mobile AppDownload Guidebook.Search for ‘AWS 2013 London’ in ‘DownloadGuides’ to browse the agenda.Monday, April 29, 13
  • 4. Network: AWS 2013Password: summit2013Wireless NetworkMonday, April 29, 13
  • 5. #awssummitJoin the ConversationMonday, April 29, 13
  • 6. Dr. Werner Vogels@wernerCTO, Amazon.comMonday, April 29, 13
  • 7. Our largest AWS Summit series, ever.AucklandOver 20,000 people registeredMonday, April 29, 13
  • 8. Seven years youngAmazon S3 launched: March 14th 2006Monday, April 29, 13
  • 9. 33 services spanningcompute, storage, databaseand application managementMonday, April 29, 13
  • 10. 100,000s of customers,across 190 countries.Monday, April 29, 13
  • 11. Here andabroadMonday, April 29, 13
  • 12. A wide range of technologiesMonday, April 29, 13
  • 13. Consulting Partners Technology PartnersMonday, April 29, 13
  • 14. AWS Marketplace: Buy Software Pre-Configured to Run on AWSGrowth since Jan 1, 201325 categories778 product listingsActive customersUsage per customer102%53%Monday, April 29, 13
  • 15. EcosystemGlobal FootprintNew FeaturesNew ServicesInfrastructureInnovationMore AWSUsageMoreInfrastructureEconomiesof ScaleLowerInfrastructureCostsReducedPricesMoreCustomersMonday, April 29, 13
  • 16. 31 PriceReductionsSince 2006EcosystemGlobal FootprintNew FeaturesNew ServicesInfrastructureInnovationMore AWSUsageMoreInfrastructureEconomiesof ScaleLowerInfrastructureCostsReducedPricesMoreCustomersMonday, April 29, 13
  • 17. Customer Infrastructure Audits:Saves moneyImproves availabilityCloses security gapsIncreases performanceRecent Performance:329,000 recommendations$22M in annualized savingsAWS Trusted AdvisorMonday, April 29, 13
  • 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 InnovationMonday, April 29, 13
  • 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 TypesMonday, April 29, 13
  • 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/secMonday, April 29, 13
  • 21. Amazon Elastic MapReduce: Clusters launched by customers5.5 M clusterslaunched since May 2010Monday, April 29, 13
  • 22. 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 2010Monday, April 29, 13
  • 23. Amazon DynamoDBConsistent, high performance with unlimited scaleManaged non-relational databaseMonday, April 29, 13
  • 24. Hash key Attribute 1 Attribute 2 Attribute nAttributes indexed by a primary hash key.Monday, April 29, 13
  • 25. Range keys for additional flexibility.Hash key Range key Attribute 1 Attribute nMonday, April 29, 13
  • 26. Hash key Range key Attribute 1 Attribute nRange keys for additional flexibility.Customer ID DateDeliverypostcodeTotal valueMonday, April 29, 13
  • 27. Hash key Range key Attribute 1 Attribute nCustomer ID DateDeliverypostcodeTotal valueImprove query flexibility and efficiency, while reducing read cost.Announcing: Local Secondary Indexesfor Amazon DynamoDBMonday, April 29, 13
  • 28. Amazon DynamoDBTransforming architecturesMonday, April 29, 13
  • 29. The most radical and transformative ofinventions are those that empowerothers to unleash their creativity -to pursue their dreams“”Jeff Bezos, Letter to Shareholders, 2012Monday, April 29, 13
  • 30. The most radical and transformative ofinventions are those that empowerothers to unleash their creativity -to pursue their dreams“”Jeff Bezos, Letter to Shareholders, 2012Monday, April 29, 13
  • 31. Monday, April 29, 13
  • 32. Transformation:What drives it?Who is doing it?What is next?Monday, April 29, 13
  • 33. Transformation:What drives it?Who is doing it?What is next?Monday, April 29, 13
  • 34. Economic drivers Abundance of productsIntensifying competitionGrowing consumer powerReduced customer loyaltyLimited capitalQ$DSMonday, April 29, 13
  • 35. UncertaintyMonday, April 29, 13
  • 36. Addressing Uncertainty Acquire resources on demandRelease resources when nolonger neededPay for what you useLeverage other’s corecompetenciesTurn fixed cost into variableMonday, April 29, 13
  • 37. The benefits of cloudcomputing.Monday, April 29, 13
  • 38. 1. Trade Capital Expense for Variable Expense$0 to get startedPay as you goSaved $34M onSmartHub appMonday, April 29, 13
  • 39. 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%Monday, April 29, 13
  • 40. 3. You Don’t Need to Guess CapacitySelfHostingWasteCustomerDissatisfactionActual demandPredicted DemandRigidActual demandElasticMonday, April 29, 13
  • 41. Typical Weekly Traffic to Amazon.comSunday Monday Tuesday Wednesday Thursday Friday SaturdayMonday, April 29, 13
  • 42. Typical Weekly Traffic to Amazon.comSunday Monday Tuesday Wednesday Thursday Friday Saturday39%61%Monday, April 29, 13
  • 43. November Traffic for Amazon.comMonday, April 29, 13
  • 44. November Traffic for Amazon.com76%24%Monday, April 29, 13
  • 45. November 10th, 2010October 31, 2011Monday, April 29, 13
  • 46. November Traffic for Amazon.comMonday, April 29, 13
  • 47. Old World:Infrastructure in Weeks4. Dramatically Increase Speed And AgilityAWS:Infrastructure in Minutes# of Instances 1,000Instance Type M3 X-LargeAvailability Zone US-West-2bLaunchaws.amazon.com/managementconsoleMonday, April 29, 13
  • 48. Increase Innovation When The Cost of Failure Approaches ZeroOld world: AWS:Experiment infrequentlyFailure is expensiveLess innovationNear $0Experiment oftenFail quickly at a low costMore innovationMonday, April 29, 13
  • 49. Increase Innovation When The Cost of Failure Approaches ZeroOld world: AWS:Experiment infrequentlyFailure is expensiveLess innovationNear $0Experiment oftenFail quickly at a low costMore innovationMonday, April 29, 13
  • 50. 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 centersMonday, April 29, 13
  • 51. 6. Go Global In MinutesMonday, April 29, 13
  • 52. 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 ComputingMonday, April 29, 13
  • 53. The Foundation for21st Century ArchitecturesMonday, April 29, 13
  • 54. Monday, April 29, 13
  • 55. awsofa.infoMonday, April 29, 13
  • 56. Old worldDevelopmentExperimentationFlexibilityYears$$$RigidAvailability ScarceMonday, April 29, 13
  • 57. Old worldDevelopmentExperimentationFlexibilityYears$$$RigidAvailability ScarceAWSMinutes$0.00ElasticPlentifulMonday, April 29, 13
  • 58. Transformation:What drives it?Who is doing it?What is next?Monday, April 29, 13
  • 59. Transformation:What drives it?Who is doing it?What is next?Monday, April 29, 13
  • 60. Every industry.Monday, April 29, 13
  • 61. Every industry.TRANSFORMEDMonday, April 29, 13
  • 62. Media & AdvertisingTRANSFORMEDMonday, April 29, 13
  • 63. 1950 1960 1970 1980 1990 2000 2010$10,000$20,000$30,000$40,000$50,000$60,000$70,000Print OnlyIncluding OnlineMillions of 2012 DollarsNewspaper Advertising RevenueAdjusted for Inflation, 1950 to 2012Source: Newspaper Association of AmericaCarpe Diem BlogMonday, April 29, 13
  • 64. Media and AdvertisingNew ways to monetize contentCompetitive landscape changingHighly competitiveDriven by dataMonday, April 29, 13
  • 65. Monday, April 29, 13
  • 66. Monday, April 29, 13
  • 67. Monday, April 29, 13
  • 68. Chris TaylorChief Information OfficerMonday, April 29, 13
  • 69. Who Are We?Monday, April 29, 13
  • 70. News International AWS UsageAWS$now$provides$about$20%$of$NI’s$compu<ng$powerMonday, April 29, 13
  • 71. $Why We Like AWSOur Cloud Definition is• Utility pricing• Instantly scalable• (Almost) infinitely scalable• Accessible from anywhere, anytimeWhat isn’t a cloud?• Something that locks you in for years• Something that has high initial costs• Something that requires you to install onsite equipmentAWS meets all our requirementsMonday, April 29, 13
  • 72. AWS powers NI’s next gen Access Control System that managesaccess to all paid digital content:• Built from the ground up using AWS technologies such as Amazon EC2and Amazon DynamoDB• Currently handles 45 million transactions a month with 2 mid-size EC2instances• Average response is around 40 milliseconds• Substantially lower cost than our previous on-premises system$AWS in Action at NI: Access ControlMonday, April 29, 13
  • 73. Amazon$EC2 Amazon EBS Amazon$RDSCloudWatch Amazon$SNSElas<c$LoadBalancingDynamoDBAmazon$EMRAmazon$VPCElas<c$Beanstalk AWS$CloudForma<onOpsWorksAWS Services in Use at NICompute DiskRela<onalDatabaseNetworking HadoopNoSQLDatabasePaaSLoad$BalancingMonitoring$ No<fica<on Deployment ManagementMonday, April 29, 13
  • 74. Currently we are• Running proof of concept with SAP on AWS• Migrating Times Archive to AWS (Amazon CloudSearch)• Continuing to move more of our enterprise computing on to AWS$What’s Next?Monday, April 29, 13
  • 75. $Monday, April 29, 13
  • 76. HospitalityTRANSFORMEDMonday, April 29, 13
  • 77. HospitalityRapid growthCost consciousIT is undifferentiated heavy liftingA ‘long tail’ from B&B to boutiquesMonday, April 29, 13
  • 78. Rapid growth and huge opportunitiesfor online engagement.Monday, April 29, 13
  • 79. Focus on the customerMonday, April 29, 13
  • 80. Monday, April 29, 13
  • 81. Monday, April 29, 13
  • 82. Monday, April 29, 13
  • 83. Monday, April 29, 13
  • 84. Monday, April 29, 13
  • 85. Financial ServicesTRANSFORMEDMonday, April 29, 13
  • 86. Financial ServicesExtreme competitionNew products and instruments dailyRapid development and deliveryRapid experimentationMonday, April 29, 13
  • 87. Stringent regulatory, complianceand security requirements.Monday, April 29, 13
  • 88. Monday, April 29, 13
  • 89. Monday, April 29, 13
  • 90. EnergyTRANSFORMEDMonday, April 29, 13
  • 91. Energy, oil and gasHuge organizationsStrive for agilityHundreds of developersIT is a fundamental componentMonday, April 29, 13
  • 92. Nest.Monday, April 29, 13
  • 93. Monday, April 29, 13
  • 94. Gavin BainService Manager, Cloud ComputingMonday, April 29, 13
  • 95. ! Copyright of Shell Information Technology International, B.V.CLOUD APPROACHEnforce Big Rules• No Most Confidential Data in cloud• No Applications on the Business Critical List• Ensure Regulatory ComplianceProtect the Benefits• Agility• Real-time feedback on cost• Pay-per-useEnable the Business• Provide access to cloud• Support via a Center of Excellence• Encourage best practice and re-useMonday, April 29, 13
  • 96. ! Copyright of Shell Information Technology International, B.V.Group Risk Council! No Most Confidential data in cloud! No application on the Business Critical List! Ensure regulatory compliance! All cloud usage covered by an Enterprise AgreementService Rules! Obtain business rep approval for new cases for cloud! Maintain an overview of activity! Maintain audit trail of compliance to big rules! Best practice around IT Service Management applies to cloud tooENFORCE BIG RULESMonday, April 29, 13
  • 97. ! Copyright of Shell Information Technology International, B.V.PROTECT THE BENEFITSPreserve Agility! Loose coupling with existing processes! Rethink provisioning processes! Push towards self-service! Identify and challenge obstacles to agilityReal-time feedback on cost! Make cost directly visible to those consuming the service! Make cost visible to those paying for the servicePay-per-use! Maintain link between consumption and charges! Preserve ability to flex up and down usage and costs quickly! Create confidence in agility to enable under-sizing of solutionsMonday, April 29, 13
  • 98. ! Copyright of Shell Information Technology International, B.V.ENABLE THE BUSINESSProvide access to cloud" Standard option within Service Portfolio" Support models, contracts and chargeback in-place" Account Hierarchy: maintain overview while delegatingSupport via Center of Excellence" How-to support for application teams" Guidance on latest developments" Development and reuse of templated solutionsEncourage Innovation, best practice and re-use" Overcome obstacles, identify solutions and share them" Focus discussion on what the business is trying to achieve" Self-service is a great enabler for innovationMonday, April 29, 13
  • 99. ! Copyright of Shell Information Technology International, B.V.KEY TAKE-AWAYS" It is important to have a clear view on where cloud can deliver benefitand use it where it can bring advantage." Don’t engineer the benefit out of the solution, use the inherent featuresof market services." Knowing how your data is classified for confidentiality and regulatoryrequirements allows a sensible, risk based approach to what can gointo cloud." Be clear on where responsibilities lie between customer and supplier.Due diligence is important and don’t make assumptions." Best practice in IT still applies – and is even more important in a cloudcontext.Monday, April 29, 13
  • 100. Monday, April 29, 13
  • 101. Health Care & BiotechnologyTRANSFORMEDMonday, April 29, 13
  • 102. Health care & biotechnologyHuge impactRapid innovationCollaborative on a global scaleMonday, April 29, 13
  • 103. Monday, April 29, 13
  • 104. Monday, April 29, 13
  • 105. Video: illuminaMonday, April 29, 13
  • 106. Monday, April 29, 13
  • 107. Monday, April 29, 13
  • 108. Monday, April 29, 13
  • 109. Monday, April 29, 13
  • 110. 1,000 Genomes Project250 TB of data~2,000 complete genomesAvailable to all, via S3Monday, April 29, 13
  • 111. Monday, April 29, 13
  • 112. TransportationTRANSFORMEDMonday, April 29, 13
  • 113. TransportationHighly competitiveCapital intensiveDeliver better customer serviceMonday, April 29, 13
  • 114. Monday, April 29, 13
  • 115. Monday, April 29, 13
  • 116. Sean CornwellChief Operating OfficerMonday, April 29, 13
  • 117. TEAM OF 30, 2/3 ENGINEERLONDON & SAN FRANCISCOMonday, April 29, 13
  • 118. TEAM OF 30, 2/3 ENGINEERLONDON & SAN FRANCISCOMonday, April 29, 13
  • 119. 4 YEARS IN DEVELOPMENT2.5 YEARS DELIGHTING...Monday, April 29, 13
  • 120. 4 YEARS IN DEVELOPMENT2.5 YEARS DELIGHTING...Monday, April 29, 13
  • 121. ECOMMERCE IS QUICK & CONVENIENTMonday, April 29, 13
  • 122. ECOMMERCE IS QUICK & CONVENIENTMonday, April 29, 13
  • 123. Monday, April 29, 13
  • 124. 2 THINGS DELIVERY IS NOT...Monday, April 29, 13
  • 125. Monday, April 29, 13
  • 126. WHAT YOU WANT.WHEN YOU WANT IT.Monday, April 29, 13
  • 127. ‘PAYPAL FOR AWESOME DELIVERY’Monday, April 29, 13
  • 128. ‘PAYPAL FOR AWESOME DELIVERY’Shutl is a branded option offered within checkout alongside existingfulfillment methodsMonday, April 29, 13
  • 129. ‘PAYPAL FOR AWESOME DELIVERY’Shutl takes retailer data, returns price & promise for world’s fastest mostconvenient deliveryMonday, April 29, 13
  • 130. ‘PAYPAL FOR AWESOME DELIVERY’Available 24/7 & can be offered for similar price to standard deliveryMonday, April 29, 13
  • 131. Monday, April 29, 13
  • 132. CHALLENGES• RAPID GEOGRAPHICAL EXPANSION• SPEEDING UP MERCHANT INTEGRATIONS• MANAGING PEAKS IN VOLUME• MANAGING COST BASEMonday, April 29, 13
  • 133. • ENTERPRISE GRADE SOLUTION• UTILITY PRICING• A TOOL TO MANAGE RISK & UNCERTAINTY• FLEXIBILITY• SCALABILITYSOLUTIONMonday, April 29, 13
  • 134. Monday, April 29, 13
  • 135. Transformation:What drives it?Who is doing it?What is next?Monday, April 29, 13
  • 136. Monday, April 29, 13
  • 137. Who is your customer really?What do people really like?What is happening socially with yourproducts?How do people really use yourproduct?Monday, April 29, 13
  • 138. Big DataThe move to real time informationDeeper integrationVertical application of analyticsHadoop will become invisibleMonday, April 29, 13
  • 139. Amazon RedshiftFast, fully managed, petabyte scaledata warehouse service.Monday, April 29, 13
  • 140. 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.Monday, April 29, 13
  • 141. Now available in Europe.Amazon Redshift andEC2 High Storage instance types.Monday, April 29, 13
  • 142. Connected DevicesIncredible data generatorsDevice and content are independentIncreasing workforce mobilityMonday, April 29, 13
  • 143. Security & PrivacyMonday, April 29, 13
  • 144. Readily available encryption servicesto protect your customers.Monday, April 29, 13
  • 145. Continually extend oursecurity options.Monday, April 29, 13
  • 146. The most radical and transformative ofinventions are those that empowerothers to unleash their creativity -to pursue their dreams“”Jeff Bezos, Letter to Shareholders, 2012Monday, April 29, 13
  • 147. Thank you.werner@amazon.comMonday, April 29, 13