What is AWS?


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In this presentation from the AWS Lab at Cloud Expo Europe 2014 you will find an overview of the services that AWS offers to help you covert capex to opex, reduce your TCO and enable increased innovation. There are also references to other resources that you can access to learn more about Amazon Web Services.

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  • Whether your in retail or real estate your business depends on applications that run reliably and securely without breaking the bank. AWS provides a complete set of compute, storage, database, and application services that are available via the internet to help you run these applications. These services are available on-demand, and you pay only for the resources you use.In a nut shell, cloud computing is renting servers and storage on demand when you need it
  • With traditional infrastructure, you have to guess how much capacity you will need over the next 3-7 years, and pay for most or all of it on day one. This ties up money that you could be spending on other things and it’s very difficult to forecast accurately over such a long period of time. With AWS, you pay for what you need, when you need it.The second benefit is that we’re offering at lower total cost. Since we invest and operate at such high scale, we pay less per unit than most anybody else in the IT industry. We run our business on a high volume, low margin basis, which is also quite unique. The combination of high scale and low margins allows us to pass significant savings along to all of our customers. A proof point of this is the 36 price reductions that we’ve announced over time.With the elasticity of AWS, you no longer need to forecast demand and buy up front. You get the ability to scale up to meet the needs of spiky workloads, but then give that capacity back when the spike is over. Whether your dealing with annual spikes like the December retail boom, monthly or quarterly spikes associated with accounting workloads, or unpredictable spikes associated with web marketing, or any other situation where demand changes over time, cloud has considerable advantage over the traditional IT investment model.We see our customers do amazing things when they reduce the cost of experimentation- it moves IT from being a roadblock, where each idea costs lots of money and takes lots of time, to being an enabler where you can launch a speculative project quickly and cheaply. It allows firms to take more chances on ideas, and gives them a shot at winning big, as opposed to being scared to even try.Let’s face it, racking and stacking gear in a data center just doesn’t help you win over your competitors. It takes lots of time and lots of money and becomes a big distraction from activities that can truly differentiate you. Plus, without big economy of scale, these activities simply cost more.Since we’ve invested in facilities around the world, we can offer you global reach at a moment’s notice. It’s cost prohibitive to put your own data center where all your customers are, but with AWS, you get the benefit without having to make the huge investment.
  • Case Study: S&P Capital IQS&P Capital IQ provides multi-asset class data, research, and analytics to institutional investors, investment advisors, and wealth managers around the world. The company offers a broad suite of capabilities designed to help track performance, generate alpha, identify new trading and investment ideas, and perform risk analysis and mitigation strategies.Jeff Sternberg, Chief Data Scientist, says, “the S&P Capital IQ platform is unique in that we offer a broad set of quantitative and qualitative data about companies and people. We underpin this deep level of information with great analytic and visualization tools so our clients can really gain insights and derive value.”Why Amazon Web ServicesSternberg recalls the thought process when the data science team was considering Amazon Web Services (AWS): “AWS was a clear market leader in cloud services. We were very interested in getting into Hadoop, and AWS provides Amazon Elastic MapReduce, which allowed us to do that very easily. While we have an extensive, in-house IT infrastructure, we wanted to understand what it would take to ramp up. The cloud provided a great opportunity to prototype and evaluate quickly. We’re still in that evaluation period, but we think that our future state is probably a combination of internal infrastructure and cloud-based Hadoop computing.”The team has also used Amazon S3. Sternberg comments, “With AWS, we have the ability to use an HTTPS-based API to push data into the cloud. It’s very easy for us to integrate from our data center. And we can also pull data back from the cloud when we are finished doing our analyses.”The Business BenefitsOne of the major advantages of using AWS for the data science team has been flexibility. Sternberg notes, “We don’t have to go through a long ramp-up time to bring hardware in-house, or go through a purchasing cycle, so we can get going really quickly with new ideas.”Scalability is an essential component as well. “The scalable nature of the cloud allows us to fire up clusters of computers to process data using Hadoop,” says Sternberg. “And those clusters can be very configurable in terms of the number of nodes, the amount of storage, the amount of processing power. So it can be a very scalable solution.”Finally, security is vital. Sternberg explains, “With AWS, we’re able to use SSL to transfer data securely. We use Amazon’s Server Side Encryption Support (SSE) to encrypt data stored at rest in Amazon S3 as well. We appreciate the general ability to lock down and control access to our compute nodes. This is obviously very important to us, as we can’t risk any unauthorized access.”Sternberg anticipates continued use of AWS: “We have a long queue of experiments and analyses that we’re undertaking and we envision using Amazon Elastic MapReduce, Amazon EC2, Amazon S3, and some other services from AWS to help us get there. We can envision using those products consistently in the future.”To learn more, visit https://capitaliq.com/ .
  • LIONSGATE is a $2 billion diversified global entertainment corporation that produces feature films and television shows, which they distribute worldwide. Their products include the Emmy award-winning TV show Mad Men and the movie “Hunger Games”. Their productions appear in theaters, on TV, and online.The Business ChallengesAs a successful media and entertainment company, LIONSGATE was faced with IT challenges that confront many growing businesses:Ever-expanding infrastructure and costsIncreasing enterprise application workloadsTighter time-to-market requirementsThese challenges led to an exploration of cloud-based solutions for development and test workloads, production workloads for enterprise applications, and backup, archive, and disaster recovery strategies. The company’s objectives were to reduce costs, increase flexibility, and increase operational efficiency.Why Amazon Web ServicesTheresa Miller, Executive Vice President, Information Technology for LIONSGATE, explains why the company decided to enlist Amazon Web Services (AWS) to help them meet these objectives: “The economics were compelling. AWS cloud services proved to be easy to use via the Management Console, APIs, and tools. The system is secure and flexible to work with. Also, working with AWS as a company was a very positive experience.”LIONSGATE started using the following AWS products in 2010:Amazon Simple Storage Service (Amazon S3) for storageAmazon Elastic Compute Cloud (Amazon EC2) for computeAmazon Elastic Block Store (Amazon EBS) for Amazon EC2 storageThe Business BenefitsMiller describes some of the results LIONSGATE has experienced as a result of working with AWS: “We are able to use AWS to reduce the time required to deploy infrastructure from weeks to days or hours; and to run production SharePoint workloads, and testing and development for our SAP applications. The much quicker turnaround has been a win for our department, and for the business in trying to be more agile and more responsive to what is going on in the marketplace.”Shahrazad McNeil, Vice President SAP Basis and Security Administration for LIONSGATE, adds: “The speed of building servers, disaster recovery, high availability, and better backup methods are really the wins that we will achieve using AWS.”The company avoided acquiring additional data center space, saving an estimated $1M+ over three years. “Overall,” says Miller, “we believe moving to AWS will save the company about 50 percent versus a traditional hosting facility.”AWS has also contributed to helping LIONSGATE maintain its systems security. Miller says, “AWS has provided a flexible means of securely extending our Datacenter to the cloud via their virtual private cloud [VPC] offering. We can leverage existing hardware/policies and procedures for a secure, seamless, and scalable computing environment that requires very little resources to manage.”Another important factor for LIONSGATE is running SAP, which is key to the company’s operations. McNeil was pleased with the smooth transition: “We wanted SAP to come in and give us a quick introduction to a new tool and this had to happen really fast. In pre-AWS times, we wouldn’t have been able to have the server available, but with AWS it took us two days to put the servers up and have SAP come and show us how to develop the apps and implement the project.”LIONSGATE’s future plans include moving SAP applications from the test and development environment into a full production environment. In terms of using AWS for other applications, Miller comments, “We have had such a positive experience; we would consider it for any type of application. We have been very, very happy with AWS’s response to all of our questions and our support needs.”McNeil agrees: “The AWS team is excited to work with us and they’re invested in our success.”
  • This is a simple view of the set of services that we offer. At the core is the compute, storage and data services that are the heart of our offering. We then surround these offerings with a range of supporting components like management tools, networking services and application augmentation services. All this is hosted within our global data center footprint that allows you to consume services without having to build out facilities or equipment.
  • These product are available globally. Our data center footprint is global, spanning 5 continents with highly redundant clusters of data centers in each region. Our footprint is expanding continuously as we increase capacity, redundancy and add locations to meet the needs of our customers around the world.
  • You might have questions about security in the cloud, but our biggest and most conservative customers have found that we’re able to meet their security requirements, and often we can provide a better security profile than what they can deliver internally. Our focus and investment in security, and the fact that we incorporate requirements from our most security conscious customers which then benefit all of the customers on our platform allows us to offer an effective approach to meeting enterprise security requirements. We encourage you to dig deeper with our security white paper, and would be happy to help you get the information you need to feel confident in our security capabilities and options.
  • We have a variety of purchase options that allow you to match your workload to the right model, and we’re happy to help you optimize your bill by working with you to choose the right mix of several of these.
  • EC2Run windows or Linux distributionsWide range of instance types from micro to cluster computeConfigurations can be saved as machine images (AMIs) from which new instances can be createdFull root or administrator rightsFull firewall control via Security GroupsAuto ScalingDefine minimum and maximum instance pool sizes and when scaling and cool down occursDefine policies that use metrics gathered by CloudWatch to drive scaling events up and downAutomatically register new instances against ELB and deregister them as wellELBAutomatically scales to handle request volumeLoad balance across instances in multiple availability zonesAutomatically checks health of instances and takes them in or out of serviceSupports session stickinessCan offload SSL TerminationTransition high-level talking points:Talk about AMI being a VM config/metadata like Name, architecture (x36/x64), OS, disk configurations, etc.Talk about how an AMI is used to initiate one or more “instances.”Instances are deployed to EC2 Public or VPC in an AZ in a regionCustomers can deploy to multiple AZs within a region.We’ll talk more about storage options in detail, but EC2 instances can leverage EBS volumes in each AZEBS volumes can be saved via “Snapshots”. Additionally S3 buckets can be used as an object store for storing data objects needed by EC2 instances (we’ll be covering EBS and S3 in much more detail in later sessions).
  • Amazon WorkSpaces is a fully managed desktop computing service in the cloud. Amazon WorkSpaces allows customers to easily provision cloud-based desktops that allow end-users to access the documents, applications and resources they need with the device of their choice, including laptops, iPad, Kindle Fire, or Android tablets. With a few clicks in the AWS Management Console, customers can provision a high-quality desktop experience for any number of users at a cost that is highly competitive with traditional desktops and half the cost of most virtual desktop infrastructure (VDI) solutions.
  • VPCProvision your own IP addressingDesign and deploy your own virtual network topology inside of AWSRun a fully private, hybrid, or public facing appsConnect your AWS VPC or Virtual Data Center to your own Data CentersDirect ConnectConnect your data center to AWS privately at the 1 or 10GE RateSub interface the physical circuit with multiple logical circuits which can be private connections to your VPC or public connections to AWSRoute 53Flexible and scalable DNS ServiceDNS Hosting for your domain namesMany advanced features such as LBR and DNS FailoverIntegrates tightly with many AWS products
  • EBSMount EBS as drives and format as requiredVolumes from 1GB to 1TB in sizePrivate to your instancesUse provisioned IOPS to get desired level of IO performanceReplicated within an Availability ZoneVolumes can be snapshotted for point in time restoreS3Buckets are DNS Endpoints that act like drives withfolder structures withinStore files up to 5TB11 9s of durability on objectsRetrieve objects via http, https, or API callsGranular control over object permissionsSSE supports 256bit AES encryption of objectsAutomatically remove old objects or transitioning them to archival storage in GlacierFull audit log of bucket/object actionsGlacierUsed for longer term storageAlso supports 11 9s of durabilityMuch lower price point at about 1 penny per GB per monthCan transition data to Glacier from S3Longer retrieval timesStorage GWRuns on a VM in your datacenter and provides block level access to the dataActs like a iSCSI target that pushes cold data to S3 but keeps warmer data in a local cache for quick accessGreat as a backup target for something like Commvault or NetBackup
  • CloudFrontGlobal Content Delivery Network helping to deliver content with low latency globally for your appsOver 40 cache nodes around the worldWorks seamlessly with S3 and EC2 origin serversSupports static and dynamic content from origin serversCloudSearch-Elastic search engine based upon Amazon A9 search engine- Fully managed service with sophisticated feature setAutomatically scales based upon request volumes and data volumesIn memory operation means consistently low latency for search resultsSupport for faceting, stemming, synonyms, stop words and custom rank expressionsElastic TranscoderTranscode video assets into multiple different resolutions, bit rates and output typesAlso supports HLS delivery with multiple bit rates
  • Amazon AppStream is a flexible, low-latency service that lets you stream resource intensive applications and games from the cloud. It deploys and renders your application on AWS infrastructure and streams the output to mass-market devices, such as personal computers, tablets, and mobile phones. Because your application is running in the cloud, it can scale to handle vast computational and storage needs, regardless of the devices your customers are using.  You can choose to stream either all or parts of your application from the cloud. Amazon AppStream enables use cases for games and applications that wouldn’t be possible running natively on mass-market devices.  Using Amazon AppStream, your games and applications are no longer constrained by the hardware in your customer’s hands.
  • RDSDatabase-as-a-ServiceNo need to install or manage database instancesCreate MySQL, SQL Server and Oracle RDBMSAutomatic backups and point in time recovery and full DB backupsSpecify IO throughput depending on requirementsAutomated failover to slave hosts in event of a failureFor MySQL, Easily create read-replicas of your data and seamlessly replicate data across availability zonesDynamoDBProvisioned throughput NoSQL database with fast, predictable performanceFully distributed, fault tolerant architectureDial up or down provisioned read/write capacityAverage single digit millisecond latencies from SSD backed infrastructureIntegrates with EMR and RedshiftElasticacheHosted Memcached or RedisScale from one to many nodesVery fast in memory solution
  • EMRManaged, elastic Hadoop clusterUse as many or as few compute instances running Hadoop as you want. Modify the number of instances while your job flow is running Integrates with S3 & DynamoDBLeverage Hive & Pig analytics scriptsIntegrates with instance types such as spotData PipelineAllows you to design data driven workflowsEnables moving data between AWS and on premise data sourcesAllows you to set schedule for these events to take placeRedshiftManaged DWUse Postgres to query your DWEasily and rapidly scales out from small to petabyte size1/10th or less the cost of traditional DW solutions and pay for what you useCompatible with many popular SQL and BI Tools
  • Amazon Kinesis is a fully managed service for real-time processing of streaming data at massive scale. Amazon Kinesis can collect and process hundreds of terabytes of data per hour from hundreds of thousands of sources, allowing you to easily write applications that process information in real-time, from sources such as web site click-streams, marketing and financial information, manufacturing instrumentation and social media, and operational logs and metering data.
  • CloudWatchGather metrics and monitor your resourcesIAMManage who has access to your AWS accountCreate groups, assign permissions to the groups, and then create users and assign them to the groupsOpsWorksDevOps framework for managing application stacksUses Chef to manage different application layers you defineYou can write custom Chef recipes and use OpsWorks to deploy these recipes in your stackCloudFormationDefine templates that provision resourcesSupports most AWS productsSupports parameters that can be input at time of template executionElastic BeanstalkPaaS SolutionDeploy code and let AWS deploy the resources based upon your input in an HA Fashion
  • AWS CloudTrail is a web service that records AWS API calls for your account and delivers log files to you. The recorded information includes the identity of the API caller, the time of the API call, the source IP address of the API caller, the request parameters, and the response elements returned by the AWS service.With CloudTrail, you can get a history of AWS API calls for your account, including API calls made via the AWS Management Console, AWS SDKs, command line tools, and higher-level AWS services (such as AWS CloudFormation). The AWS API call history produced by CloudTrail enables security analysis, resource change tracking, and compliance auditing.
  • In terms of managing your environment, you can use your existing tools.
  • If you already have a project in mind then you may just want to start by designing the application.
  • 750 hours for EC2 per month, for Linux and Windows, 5Gb for S3, and 30Gb for EBS
  • If you want some assistance with your project
  • Speaker Notes:We have several programs available to help you deepen your knowledge and proficiency with AWS. We encourage you to check out the following resources:Get hands-on experience testing products and gaining practical experience working with AWS technologies by taking an AWS Self-Paced Lab at run.qwiklab.com. Available anywhere, anytime, you have freedom to take self-paced labs on-demand and learn at your own pace. AWS self-paced labs were designed by AWS subject matter experts and provide an opportunity to use the AWS console in a variety of pre-designed scenarios and common use cases, giving you hands-on practice in a live AWS environment to help you gain confidence working with AWS. You have flexibility to choose from topics and products about which you want to learn more.Take an instructor-led AWS Training course. We have a variety of role-based courses to meet the requirements of your job role and business need, whether you’re a Solutions Architect, Developer, SysOps Administrator, or just interested in learning AWS fundamentals.AWS Certification validates your skills, knowledge an expertise in working with AWS services. Earning certification enables you to gain visibility and credibility for your skills.
  • What is AWS?

    1. 1. What is AWS? Ian Massingham – Technical Evangelist @IanMmmm ©Amazon.com, Inc. and its affiliates. All rights reserved.
    2. 2. Learning about Cloud Computing with AWS What is Cloud Computing and its benefits? Who is using AWS and what are they using it for? What are AWS’s products and how do I use them to run my workloads?
    3. 3. What is Cloud Computing?
    4. 4. The Benefits of Cloud Computing with AWS CAPEX to OPEX Lower Total Cost You don’t need to Guess Capacity Increase Innovation No Undifferentiated Heavy Lifting Go Global
    5. 5. Who is using AWS and what are they using it for?
    6. 6. Powering the Most Popular Internet Businesses Find out more at : aws.amazon.com/solutions/case-studies
    7. 7. Trusted by Enterprises Find out more at : aws.amazon.com/solutions/case-studies
    8. 8. S&P Capital IQ Uses AWS for Big Data Processing S3 Provides data to 4200+ top global investment firms Find out more at : aws.amazon.com/solutions/case-studies Hadoop Cluster Launched Hadoop faster, Learned Hadoop faster
    9. 9. Lionsgate uses AWS To host SharePoint & SAP Amazon VPC Avoided data center build out Find out more at : aws.amazon.com/solutions/case-studies 50% lower cost than hosting options Saved $1M over 3 years
    10. 10. Samsung Improved their Product Experience with AWS Saved $34 Million Find out more at : aws.amazon.com/solutions/case-studies 85% savings versus traditional hosting
    11. 11. What are AWS’s products and how do I use them to run my workloads?
    12. 12. AWS’s Products Deployment & Administration Application Services Compute Storage Networking AWS Global Infrastructure Database
    13. 13. AWS Global Infrastructure 9 Regions 25 Availability Zones Continuous Expansion
    14. 14. Architected for Enterprise Security Requirements “The Amazon Virtual Private Cloud [Amazon VPC] was a unique option that offered an additional level of security and an ability to integrate with other aspects of our infrastructure.” Dr. Michael Miller, Head of HPC for R&D
    15. 15. Many purchase models to support different needs Free Tier On-Demand Reserved Spot Dedicated Get Started on AWS with free usage & no commitment Pay for compute capacity by the hour with no long-term commitments Make a low, one-time payment and receive a significant discount on the hourly charge Bid for unused capacity, charged at a Spot Price which fluctuates based on supply and demand Launch instances within Amazon VPC that run on hardware dedicated to a single customer For POCs and getting started For spiky workloads, or to define needs For committed utilization For time-insensitive or transient workloads For highly sensitive or compliance related workloads
    16. 16. Compute Services Amazon EC2 Auto Scaling Elastic Load Balancing Elastic Virtual servers in the cloud Automated scaling of EC2 capacity Dynamic traffic distribution EC2 Actual
    17. 17. Amazon WorkSpaces
    18. 18. Networking Services Amazon VPC: Private, isolated section of the AWS Cloud AWS DirectConnect Amazon Route 53 Private connectivity between AWS and your datacenter Domain Name System (DNS) web service. Availability Zone A Availability Zone B
    19. 19. Storage Services Amazon EBS Amazon S3 Amazon Glacier AWS Storage Gateway Block storage for use with Amazon EC2 Internet scale storage via API Storage for archiving and backup Integrates on-premises IT and AWS storage S3, Glacier EBS Images Videos Files Binaries Snapshots Images Videos Files Binaries Snapshots
    20. 20. Application Services Amazon CloudFront Amazon CloudSearch Amazon Elastic Transcoder distribute content globally Managed search service Video transcoding in the cloud
    21. 21. Amazon AppStream
    22. 22. Database Services Amazon RDS Amazon DynamoDB Amazon ElastiCache Managed relational database service Managed NoSQL database service In-Memory Caching Service DBA
    23. 23. Big Data Services Amazon EMR (Elastic Map Reduce) AWS Data Pipeline Amazon Redshift Hosted Hadoop framework Move data among AWS services and onpremises data sources Petabyte-scale data warehouse service
    24. 24. Amazon Kinesis
    25. 25. Deployment & Administration Amazon CloudWatch Monitor resources AWS IAM (Identity & Access Mgmt) Manage users, groups & permissions AWS OpsWorks AWS CloudFormation AWS Elastic Beanstalk Dev-Ops framework for application lifecycle management Templates to deploy & manage Automate resource management Web App Enterprise App Database
    26. 26. AWS CloudTrail
    27. 27. Our Ecosystem Allows You to use your Existing Management Tools Management Tool Partners Single Pane of Glass
    28. 28. We support a wide range of technologies
    29. 29. Next let’s build a web application…
    30. 30. Design your application for the AWS Cloud More details on the AWS Architecture Center at : aws.amazon.com/architecture
    31. 31. What is the next step and how do I take it?
    32. 32. We typically see customers start by trying our services Get started now at : aws.amazon.com/getting-started
    33. 33. We have partners ready to help
    34. 34. AWS Training & Certification Self-Paced Labs Training Certification Try products, gain new skills, and get hands-on practice working with AWS technologies Skill up and gain confidence to design, develop, deploy and manage your applications on AWS Demonstrate your skills, knowledge, and expertise with the AWS platform aws.amazon.com/training/ self-paced-labs aws.amazon.com/training aws.amazon.com/certification
    35. 35. Ian Massingham – Technical Evangelist @IanMmmm @AWS_UKI for local AWS events & news @AWScloud for Global AWS News and Announcements ©Amazon.com, Inc. and its affiliates. All rights reserved.