If you have a new web application and want to use cloud computing, you might be asking yourself, "Where do I start?" Cloud computing gives you a number of advantages, such as the ability to scale your web application on demand. Join us in this webinar to understand best practices for scaling your resources from zero to millions of users. We show you how to best combine different AWS services, how to make smarter decisions for architecting your application, and how to scale your infrastructure in the cloud.

3. Your First 10 Million Users
with Amazon Web Services
Markku Lepistö
Principal Technology Evangelist
@markkulepisto

4. So how do we get to scale?

6. a lot of things to read

7. a lot of things to read
not where we want to start

8. Auto Scaling is an
excellent destination.
There’s lots we can do
in the mean time.

9. What do we need first?

10. Some basics…

11. So let’s start from day one,
user one (you)

12. AWS Global Infrastructure
12

13. TECHNICAL &
BUSINESS
SUPPORT
Account
Management
Support
Professional
Services
Training &
Certification
Security
& Billing
Reports
Partner
Ecosystem
Solutions
Architects
ENTERPRISE
APPS
Virtual
Desktops
Sharing &
Collaboration
Corporate Email
Backup
Regions
Availability
Zones
Points of
Presence
INFRASTRUCTURE
CORE SERVICES
Compute
VMs, Auto-scaling, Load
Balancing, Containers, Cloud
functions
Storage
Object, Blocks,
File, Archival,
Import/Export
Databases
Relational,
NoSQL,
Caching,
Migration
Networking
VPC, DX,
DNS
CDN
HYBRID
ARCHITECTURE
Data Backups
Integrated
App
Deployments
Direct
Connect
Identity
Federation
Integrated
Resource
Management
Integrated
Networking
Access
Control
Identity
Management
Key
Management &
Storage
Monitoring
& Logs
Assessment and
reporting
Resource &
Usage Auditing
SECURITY & COMPLIANCE
Configuration
Compliance
Web application
firewall
Business
Apps
Business
Intelligence
Databases
DevOps
Tools
NetworkingSecurity Storage
IoT
Rules
Engine
Device
Shadows
Device
SDKs
Registry
Device
Gateway
DEVELOPMENT & OPERATIONSMOBILE SERVICESAPP SERVICESANALYTICS
Data
Warehousing
Hadoop/S
park
Streaming Data
Collection
Machine
Learning
Elastic
Search
Queuing &
Notifications
Workflow
Search
Email
Transcoding
One-click App
Deployment
Identity
Sync
Mobile App
Testing
Push
Notifications
DevOps Resource
Management
Application Lifecycle
Management
Containers
Triggers
Resource
Templates
API
Gateway
Streaming Data
Analysis
Business
Intelligence
Mobile
Analytics
The Broadest Infrastructure Technology Platform
Single Integrated
Console
MARKETPLACE

14. EC2
instance
Elastic IP
Amazon
Route 53
User

15. c3.8xlarge
m3.2xlarge
t2.micro

16. • Will hit an endpoint eventually
c3.8xlarge
m3.2xlarge
t2.micro

17. EC2
Instance
Elastic IP
Amazon
Route 53
User

18. • No failover
• No redundancy
• Too many eggs in one
basket
EC2
Instance
Elastic IP
Amazon
Route 53
User

19. Web
Instance
Database
Instance
Elastic IP
Amazon
Route 53
User

20. Self-managed Fully managed
Database server
on Amazon EC2
Your choice of
database running on
Amazon EC2
Bring Your Own
License (BYOL)
Amazon
DynamoDB
Managed NoSQL
database service
using SSD storage
Seamless scalability
Zero administration
Amazon RDS
Aurora,
Microsoft SQL,
Oracle, MySQL,
MariaDB or
PostgreSQL as a
managed service
BYOL or License
Included
Amazon
Redshift
Massively parallel,
petabyte-scale data
warehouse service
Fast, powerful, and
easy to scale
Database options

21. But how do I choose
what DB technology I
need? SQL? NoSQL?

24. If you do NEED NoSQL Consider
Amazon DynamoDB

25. Web
instance
Elastic IP
RDS DB
instance
Amazon
Route 53
User

26. Web
Instance
RDS DB Instance
Active (Multi-AZ)
Availability Zone Availability Zone
Web
Instance
RDS DB Instance
Standby (Multi-AZ)
Elastic Load
Balancer
Amazon
Route 53
User

27. • Create highly scalable applications
• Distribute load across EC2 instances
in multiple Availability Zones
Feature Details
Available Load balances across instances in multiple
Availability Zones
Health checks Automatically checks health of instances and
takes them in or out of service
Session stickiness Routes requests to the same instance
Secure sockets layer Supports SSL offload from web and application
servers with flexible cipher support
Monitoring Publishes metrics to CloudWatch and can get
logs of requests processed
Elastic Load
Balancer
Elastic Load Balancer

28. Scaling this horizontally and
vertically will get us pretty far
( 10k -100k’s of users)

29. User 10k-100k’s
RDS DB Instance
Active (Multi-AZ)
Availability Zone Availability Zone
RDS DB Instance
Standby (Multi-AZ)
Elastic Load
Balancer
RDS DB Instance
Read Replica
RDS DB Instance
Read Replica
RDS DB Instance
Read Replica
RDS DB Instance
Read Replica
Web
Instance
Web
Instance
Web
Instance
Web
Instance
Web
Instance
Web
Instance
Web
Instance
Web
Instance
Amazon
Route 53
User

30. This will take us pretty far, but
we care about performance
and efficiency, so let’s improve
further

31. Web
Instance
RDS DB Instance
Active (Multi-AZ)
Availability Zone
Elastic Load
Balancer
Amazon
Route 53
User

32. Web
Instance
RDS DB Instance
Active (Multi-AZ)
Availability Zone
Elastic Load
Balancer
Amazon S3
Amazon
Cloudfront
Amazon
Route 53
User
• Move static content from
the web instance to
Amazon S3 and Amazon
CloudFront

33. Amazon Simple Storage Service (S3) is
cloud storage for the Internet:
Amazon S3

34. CloudFront
Amazon CloudFront is a web service for scalable
content delivery:
• Cache static content at the edge for faster delivery
• Helps lower load on origin infrastructure
• Dynamic and static content
• Streaming video
• Custom SSL certificates
• Low TTLs (as short as 0 seconds)
• Lower costs for origin fetches (between Amazon
S3 / Amazon EC2 and CloudFront)
• Optimized to work with Amazon EC2, Amazon S3,
Elastic Load Balancing, and Amazon Route 53
ResponseTime
ServerLoad
Response
Time
Server
Load
Response
Time
Serve
rLoad
No CDN CDN for Static
Content
CDN for Static &
Dynamic Content
0
10
20
30
40
50
60
70
80
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
VolumeofData
Delivered(Gbps)

35. Web
Instance
RDS DB Instance
Active (Multi-AZ)
Availability Zone
Elastic Load
Balancer
Amazon S3
Amazon
Cloudfront
Amazon
Route 53
User

36. • Move session/state and
DB caching to Amazon
ElastiCache or Amazon
DynamoDB
Web
Instance
RDS DB Instance
Active (Multi-AZ)
Availability Zone
Elastic Load
Balancer
Amazon S3
Amazon
Cloudfront
Amazon
Route 53
User
ElastiCache
DynamoDB

37. • Managed, provisioned throughput
NoSQL database
• Fast, predictable performance
• Fully distributed, fault tolerant
architecture
• JSON support
• Items up to 400 KB
Feature Details
Provisioned
throughput
Dial up or down provisioned
read/write capacity
Predictable
performance
Average single digit millisecond
latencies from SSD-backed
infrastructure
Strong
consistency
Be sure you are reading the
most up to date values
Fault tolerant Data replicated across
Availability Zones
Monitoring Integrated with Amazon
CloudWatch
Secure Integrates with AWS Identity
and Access Management (IAM)

39. • Move dynamic content from
the ELB to Amazon
CloudFront
Web
Instance
RDS DB Instance
Active (Multi-AZ)
Availability Zone
Elastic Load
Balancer
Amazon S3
Amazon
Cloudfront
Amazon
Route 53
User
ElastiCache
DynamoDB

40. • Move dynamic content
from the ELB to Amazon
CloudFront
Web
Instance
RDS DB Instance
Active (Multi-AZ)
Availability Zone
Elastic Load
Balancer
Amazon S3
Amazon
Cloudfront
Amazon
Route 53
User
ElastiCache
DynamoDB

41. Now that our web tier is
much more lightweight, we
can revisit the beginning of
our talk…

42. Auto Scaling!

43. Automatic resizing of compute
clusters based on demand
Feature Details
Control Define minimum and maximum instance pool
sizes and when scaling and cool down occurs.
Integrated to Amazon
CloudWatch
Use metrics gathered by CloudWatch to drive
scaling.
Instance types Run Auto Scaling for on-demand and Spot
Instances. Compatible with VPC.
aws autoscaling create-auto-scaling-group
--auto-scaling-group-name MyGroup
--launch-configuration-name MyConfig
--min-size 4
--max-size 200
--availability-zones us-west-2c, us-west-2b
Auto Scaling Trigger auto-scaling policy
Amazon
CloudWatch

44. Sunday Monday Tuesday Wednesday Thursday Friday Saturday
Typical weekly traffic to Amazon.com

45. Sunday Monday Tuesday Wednesday Thursday Friday Saturday
Typical weekly traffic to Amazon.com
Provisioned capacity

46. November

47. Provisioned capacity
November

48. 76%
24%
Provisioned capacity
November

49. November

50. Auto Scaling lets
you do this!

51. Availability Zone
Amazon
Route 53
User
Amazon S3
Amazon
Cloudfront
Availability Zone
Elastic Load
Balancer
DynamoDB
RDS DB Instance
Read Replica
Web
Instance
Web
Instance
Web
Instance
ElastiCache RDS DB Instance
Read Replica
Web
Instance
Web
Instance
Web
Instance
ElastiCacheRDS DB Instance
Standby (Multi-AZ)
RDS DB Instance
Active (Multi-AZ)

54. AWS application management solutions
Convenience Control
Higher-level services Do it yourself
AWS
Elastic Beanstalk
AWS
OpsWorks
AWS
CloudFormation
Amazon EC2

55. Deploying a WebApp with AWS Elastic Beanstalk

57. Host Level Metrics Aggregate Level Metrics

58. Centralized Log Analysis External Site Monitoring

59. There are further
improvements to be
made by breaking apart
our web/app layer

61. Controller A Controller B
Controller A Controller B
Q Q
Tight coupling
Use Amazon SQS as buffers
Loose coupling

63. RDS DB Instance
Active (Multi-AZ)
Availability Zone
Elastic Load
Balancer
RDS DB Instance
Read Replica
RDS DB Instance
Read Replica
Web
Instance
Web
Instance
Web
Instance
Web
Instance
Amazon
Route 53
User
Amazon S3
Amazon
Cloudfront
DynamoDB
Amazon SQS
ElastiCache
Worker
Instance
Worker
Instance
Amazon
CloudWatch
Internal App
Instance
Internal App
Instance
Amazon SES

64. The next big steps

66. • Split up databases by
function/purpose
• Harder to do cross-function
queries
• Essentially delaying the need
for something like
sharding/NoSQL until much
further down the line
• Won’t help with single huge
functions/tables
ForumsDB
UsersDB
ProductsDB

67. Sharded horizontal scaling
• More complex at the
application layer
• No practical limit on
scalability
• Operation
complexity/sophistication
• Shard by function or key
space
• RDBMS or NoSQL
User ShardID
002345 A
002346 B
002347 C
002348 B
002349 A
Shard C
Shard B
Shard A

68. Shifting functionality to NoSQL
• Leverage hosted services like DynamoDB
• Some use cases:
– Leaderboards/scoring
– Rapid ingest of clickstream/log data
– Temporary data needs (cart data)
– “Hot” tables
– Metadata/lookup tables
DynamoDB

69. A quick review

72. Putting all this together
means we should now easily
be able to handle
10+ million users!

73. To infinity…..

74. Thank you!
Markku Lepistö
Technology Evangelist APAC
@markkulepisto