Digital Media Lifecycle on Amazon Web Services<br />Jeff Barr, Senior Web Services Evangelist<br />
Agenda<br />What is Cloud Computing and Amazon Web Services?<br />The Cloud Scales<br />Storage<br />Transcoding / Encodin...
What is Cloud Computing?<br />
The Cloud is Suddenly Everywhere<br />
What is Cloud Computing?<br />Cloud Computing is a utility service - giving you access to technology resources managed by ...
The AWS Cloud<br />Your Application<br />Tools to access services<br />Libraries and SDKs<br />.NET/Java etc.<br />Web Int...
The Cloud Scales<br />
The Cloud Scales<br />Every day, Amazon Web Services adds enough new server capacity to support all of Amazon's global inf...
The Cloud Scales: Customers in 190 Countries<br />
The Cloud Scales: Partner Ecosystem<br />
Digital Media Workflow<br />
Digital Media Workflow<br />Publish<br />Produce<br />Manage<br />Control Panel<br />REST APIs<br />Production<br />Video/...
Data Ingress<br />Ingress Data Transfer – no additional charge<br />Aspera On-Demand to Amazon S3<br />Up to 700 Mb/s<br /...
Media Storage - Today<br />Exponential Growth in Digital Files<br />Fixed Storage Assets<br />(Main, Backup 1, Backup 2)<b...
Media Storage - AWS<br />Flexible Storage Assets<br />(Main, Backup 1, Backup 2)<br />Exponential Growth in Digital Files<...
Storage with Amazon S3<br />Amazon S3 is a highly scalable, durable and available distributed object store designed for mi...
Amazon S3<br />Control Access to files with built in Access Control Lists and AWS Identity and Access Management – Free<br...
Transcoding - Today <br />Exponential Growth in Digital Files<br />Queue and Wait times<br />Fixed Hardware<br />Leads to ...
Transcoding – Amazon EC2 <br />Queue and Wait times<br />Exponential Growth in Digital Files<br />Flexible Hardware to mee...
Netflix Example<br />Netflix needed to transcode 17,000 titles (80TB of data) to support the launch of Sony PS3. They prov...
Transcoding on Amazon EC2<br />Flexibility:<br />Support for Windows, Linux, Novell, RedHat, etc..<br />Supports all major...
Analytics - Today <br />Exponential Growth in Customer Data<br />Customer Experience<br />Fixed Hardware<br />Revenue oppo...
Analytics with AWS<br />Customer Experience<br />Exponential Growth in Customer Data<br />Flexible hardware to immediately...
Analytics Options on AWS<br />AWS Elastic MapReduce<br />Data Warehouse Providers<br />Oracle<br />SAP<br />Aster Data nCl...
Amazon CloudFront (CDN)<br />Amazon CloudFront is a flexible, high performing, easy-to-use content delivery service withou...
Case Studies and Use Cases<br />
Challenge: <br />In 2008 Netflix suffered an outage due to single points of failure with 2 key databases.  They looked to ...
Benefits: “We moved to the clouds looking for availability. We have also found a tremendous agility by eliminating complex...
Almost 100% on AWS<br />Content<br />Logs<br />Play<br />WWW<br />API<br /><ul><li>Video Masters
Amazon EC2
Amazon S3
Amazon S3
Amazon EMR
Hive
BI
DRM
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  • We have done massive research into the media and entertainment industry:Number of files, size of files, number of devices, population with internet connected devices, desired business growth, complexity of operations
  • Jinesh
  • We want the audience to think we are the market leader when we complete this section
  • A small selection of our current solution-provider ecosystem.We do not have any billable consulting resources on our staff and that we rely on our partners to provide these services. 
  • Back catalog? - Marc
  • Here is an example that demonstrate the efficiency that AWS can provide.Due to on-demand pricing, when demand is low resources used are low. When demand is high resources increase and continue to increase with demand. When application demand subsides resources are also eliminated. This elasticity ensures efficient asset utilization.
  • Here is an example that demonstrate the efficiency that AWS can provide.Due to on-demand pricing, when demand is low resources used are low. When demand is high resources increase and continue to increase with demand. When application demand subsides resources are also eliminated. This elasticity ensures efficient asset utilization.
  • Adrian’s slide from NetflixJeff will talk to the PS3 launch in more detail about starting late and beginning with 400 instancesKey to point out the high level of use and variability on Netflix’s transcoding job
  • Here is an example that demonstrate the efficiency that AWS can provide.Due to on-demand pricing, when demand is low resources used are low. When demand is high resources increase and continue to increase with demand. When application demand subsides resources are also eliminated. This elasticity ensures efficient asset utilization.
  • Here is an example that demonstrate the efficiency that AWS can provide.Due to on-demand pricing, when demand is low resources used are low. When demand is high resources increase and continue to increase with demand. When application demand subsides resources are also eliminated. This elasticity ensures efficient asset utilization.
  • Adrian Cockcroft, Director, Cloud Architecture at Netflix Inc. – Picture on slide created by
  • Adrian Cockcroft, Director, Cloud Architecture at Netflix Inc. – Picture on slide created by
  • Bronze - $49 a monthPlatinum – TAM dedicated, and SA time from AWS
  • Transcript of "Media and entertainment aspera event"

    1. 1. Digital Media Lifecycle on Amazon Web Services<br />Jeff Barr, Senior Web Services Evangelist<br />
    2. 2.
    3. 3. Agenda<br />What is Cloud Computing and Amazon Web Services?<br />The Cloud Scales<br />Storage<br />Transcoding / Encoding<br />Distribution and Delivery<br />Support<br />Next Steps<br />
    4. 4. What is Cloud Computing?<br />
    5. 5. The Cloud is Suddenly Everywhere<br />
    6. 6. What is Cloud Computing?<br />Cloud Computing is a utility service - giving you access to technology resources managed by experts and available on-demand.<br />You simply access these services <br />over the internet, with no up-front costs and you pay only for the resources you use.<br />
    7. 7. The AWS Cloud<br />Your Application<br />Tools to access services<br />Libraries and SDKs<br />.NET/Java etc.<br />Web Interface<br />Management Console<br />Tools<br />AWS Toolkit for Eclipse<br />Command Line Interface<br />Cross Service features<br />Authentication and AuthorizationAWS IAM, MFA<br />Monitoring<br />Amazon CloudWatch<br />Deployment and Automation<br />AWS Elastic BeanstalkAWS CloudFormation<br />Platform building blocks<br />Content Delivery<br />Amazon CloudFront<br />Email<br />Amazon SES<br />Payments<br />Amazon DevPay<br />Amazon FPS<br />Parallel Processing<br />Amazon Elastic MapReduce<br />Messaging<br />Amazon SNS<br />Amazon SQS<br />Workforce<br />Amazon Mechanical Turk<br />Infrastructure building blocks<br />Compute<br />Amazon EC2 <br />Network<br />Amazon VPC<br />Elastic LB<br />Amazon Route 53<br />Storage<br />Amazon S3<br />Amazon EBS<br />Database<br />Amazon RDS<br />Amazon SimpleDB<br />Amazon Global Physical Infrastructure <br />(Geographical Regions, Availability Zones, Edge Locations)<br />
    8. 8. The Cloud Scales<br />
    9. 9. The Cloud Scales<br />Every day, Amazon Web Services adds enough new server capacity to support all of Amazon's global infrastructure in the company’s fifth full year of operation, when it was a $2.76B annual revenue enterprise.<br />
    10. 10. The Cloud Scales: Customers in 190 Countries<br />
    11. 11. The Cloud Scales: Partner Ecosystem<br />
    12. 12. Digital Media Workflow<br />
    13. 13. Digital Media Workflow<br />Publish<br />Produce<br />Manage<br />Control Panel<br />REST APIs<br />Production<br />Video/audio capture<br />Workflow Management<br />Job Scheduling Review and Approvals Automation<br />Post Prod<br />Editing<br />Sequencing<br />Transitions<br />Compositing<br />Web Hosting<br />Publishing<br />Playout<br />Playlist Mgmt<br />Broadcast scheduling<br />Ingest<br />Secure Upload<br />VOD and Stream<br />Encode<br />Encode<br />Transcode<br />Transmux<br />CMS/DAM<br />Asset Mgmt<br />Metadata Mgmt<br />DRM<br />Encryption<br />Key Mgmt<br />Source Encode<br />MPEG2-TS<br />Client Playback<br />Devices<br />Runtimes<br />Players<br />Interactivity<br />Monetize<br />Ad Insertion<br />Ad Targeting<br />Analytics<br />Real time stream<br />Reporting<br />Delivery<br />Streaming and HTTP<br />Origin and CDN<br />AuthN/Z<br />Authentication<br />Authorization<br />OTT Delivery<br />OATC<br />Billing integration<br />Signal Transmit<br />Satellite<br />Fiber<br />AWS<br />
    14. 14. Data Ingress<br />Ingress Data Transfer – no additional charge<br />Aspera On-Demand to Amazon S3<br />Up to 700 Mb/s<br />Familiar and Intuitive Client<br />
    15. 15. Media Storage - Today<br />Exponential Growth in Digital Files<br />Fixed Storage Assets<br />(Main, Backup 1, Backup 2)<br />Queue of files to Digitize<br />And blood pressure of storage admin<br />Unable to monetize via digital channels<br />
    16. 16. Media Storage - AWS<br />Flexible Storage Assets<br />(Main, Backup 1, Backup 2)<br />Exponential Growth in Digital Files<br />Files to digitize<br />Additional revenue opportunities for all content<br />
    17. 17. Storage with Amazon S3<br />Amazon S3 is a highly scalable, durable and available distributed object store designed for mission-critical and primary data storage with an easy to use web service interface. <br />Durability <br />Standard: Designed to provide 99.999999999% durability and 99.99% availability of objects over a given year"<br />Reduced Redundancy: Designed to provide 99.99% durability and 99.99% availability of objects over a given year. This durability level corresponds to an average annual expected loss of 0.01% of objects. <br />Pricing (per GB / per Month)<br />
    18. 18. Amazon S3<br />Control Access to files with built in Access Control Lists and AWS Identity and Access Management – Free<br />Amazon S3 Solution Providers<br />CMS / DAM Solution Providers <br />Ooyala<br />STL<br />Secure data with encryption at REST<br />SafeNet – ProtectV<br />Trend Micro - SecureCloud<br />
    19. 19. Transcoding - Today <br />Exponential Growth in Digital Files<br />Queue and Wait times<br />Fixed Hardware<br />Leads to missed business opportunities and lower revenue <br />(i.e. not able to support the launch of yet another mobile device) <br />
    20. 20. Transcoding – Amazon EC2 <br />Queue and Wait times<br />Exponential Growth in Digital Files<br />Flexible Hardware to meet Demand<br />When the job is done, shut down the extra servers to save $<br />Flexibility creates new business opportunities<br />
    21. 21. Netflix Example<br />Netflix needed to transcode 17,000 titles (80TB of data) to support the launch of Sony PS3. They provisioned 1200 Amazon EC2 instances and completed the transcoding process in just days.<br />
    22. 22. Transcoding on Amazon EC2<br />Flexibility:<br />Support for Windows, Linux, Novell, RedHat, etc..<br />Supports all major web and application platforms<br />Deploy across Availability Zones for reliability<br />Monitors status and usage<br />Solution Providers<br />Sorenson Media<br />Encoding.com<br />Panvidea<br />
    23. 23. Analytics - Today <br />Exponential Growth in Customer Data<br />Customer Experience<br />Fixed Hardware<br />Revenue opportunities may be missed when you are unable to optimize and personalize the customer experience<br />
    24. 24. Analytics with AWS<br />Customer Experience<br />Exponential Growth in Customer Data<br />Flexible hardware to immediately handle increased processing<br />When the job is done, shut down the extra servers to save $<br />IT flexibility creates new revenue opportunities<br />
    25. 25. Analytics Options on AWS<br />AWS Elastic MapReduce<br />Data Warehouse Providers<br />Oracle<br />SAP<br />Aster Data nCluster<br />Vertica<br />Analytics Services<br />Ooyala<br />http://www.s3stat.com/<br />Interactive Agencies – Razorfish<br />
    26. 26. Amazon CloudFront (CDN)<br />Amazon CloudFront is a flexible, high performing, easy-to-use content delivery service without long-term contracts, overage charges, long-term commitments or minimum fees.<br />Self-service signup, API self-service, pay-as-you-go pricing, control over the origin for live streaming, and Integration with other AWS Services<br />Reach a global audience with 19 edge locations in key markets<br />Serve video to different platforms<br />Options for HTTP download and Flash streaming<br />Stream live events<br />Protect valuable assets<br />Policy based authentication, SSL delivery and RTMPE streaming<br />Understand viewing patterns<br />Detailed access logs and integration with analytics packages<br />
    27. 27. Case Studies and Use Cases<br />
    28. 28. Challenge: <br />In 2008 Netflix suffered an outage due to single points of failure with 2 key databases. They looked to re-architect for high availability and move to a service oriented architecture.<br />Growth: Accelerating and unpredictable, product launch spikes (i.eWii). Could not build datacenters fast enough.<br />Solution: “AWS is the market leader and has been able to create a continuous and virtuous cycle. Large AWS customers demand (and receive) continuous improvements from AWS. Those improvements, in turn, attract more large customers and the cycle then repeats itself.” <br /> – Kevin McEntee, VP Content Engineering, Netflix<br />
    29. 29. Benefits: “We moved to the clouds looking for availability. We have also found a tremendous agility by eliminating complexity, process, and control.” <br /> – Kevin McEntee, VP Content Engineering<br />
    30. 30. Almost 100% on AWS<br />Content<br />Logs<br />Play<br />WWW<br />API<br /><ul><li>Video Masters
    31. 31. Amazon EC2
    32. 32. Amazon S3
    33. 33. Amazon S3
    34. 34. Amazon EMR
    35. 35. Hive
    36. 36. BI
    37. 37. DRM
    38. 38. Bookmarks
    39. 39. Logging
    40. 40. Search
    41. 41. Movie Choosing
    42. 42. Ratings
    43. 43. Similars
    44. 44. Metadata
    45. 45. Device Config
    46. 46. TV Movie Choosing
    47. 47. Mobile</li></li></ul><li>Challenge: Store, encode, manage, play, and analyze a vast library of digital media files.<br />Solution: “When we started Ooyala, we were warned that we would spend most of our time in datacenters at 2:00 AM, making sure everything was working. With AWS, we have found ourselves asking why anyone would choose to do it themselves. AWS has enabled us to build, deploy, and scale our product in record time, raising the bar for rapid innovation.” <br /> - Sean Knapp, Founder and President of Technology<br />
    48. 48. Benefits: <br />For encoding jobs Ooyala leverages spot instances to save money and gain immense scale. Sean Knapp stated that “wait times have practically disappeared.”<br />Agility – Developers are able to focus improving and growing the business, not on the infrastructure.<br />Almost 100% on AWS<br />Web application – Amazon EC2<br />Encoding – Amazon EC2 and Resque<br />Digital Asset Management – Amazon S3 / Amazon EC2<br />Monetization with Amazon Flexible Payments<br />
    49. 49. Challenge: Previous CDN had streaming error rates that were above PBS’s standards.<br />Solution: After monitoring multiple CDNs for a few weeks, PBS Interactive found that CloudFront had a significantly lower error rate than the incumbent CDN. As a result, they migrated the majority of PBS videos to Amazon S3 storage and delivered them via Amazon CloudFront. <br />
    50. 50. Benefit: PBS Interactive says it has experienced fifty percent fewer errors in its video streaming performance. PBS is delivering nearly 1PB of streaming video a month via Amazon CloudFront<br />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.”<br /> - Drew Engleson, Chief Architect at PBS<br />
    51. 51. AWS Premium Support<br />
    52. 52. Next Steps:<br />Migrate Applications:<br />Whitepaper<br />http://bit.ly/awsmigration<br /> Recorded Migration Webinar<br />http://bit.ly/awsmigrationwebinar<br />Contact an AWS Enterprise Account Manager: http://aws.amazon.com/contact-us/aws-sales/<br />Me:<br />jbarr@amazon.com<br />@jeffbarr on Twitter<br />http://www.jeff-barr.com<br />
    53. 53. Thank You!<br />

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