Amazon Web Services - Media Use Cases
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This document provides an overview of Amazon Web Services (AWS) and its capabilities for media use cases. It discusses AWS's global infrastructure, pay-as-you-go model, pace of innovation, and flexibility. Example media use cases on AWS are given such as storing and managing media libraries with Amazon S3, transcoding with Amazon Elastic Transcoder, streaming content with Amazon CloudFront, and big data analytics with Amazon EMR. Success stories from companies like Netflix, NDTV, and Hungama are shared that leveraged AWS's scalability and elasticity.
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Before we start
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Silence your phones
Restrooms / Emergency Exits
Santanu Dutt
Amazon Web Services, India](data:image/gif;base64,R0lGODlhAQABAIAAAAAAAP///yH5BAEAAAAALAAAAAABAAEAAAIBRAA7)
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- 1. Cloud Computing on AWS + Media Use Cases amazon web services Hyderabad
- 2. 2 Before we start ][ 2 Silence your phones Restrooms / Emergency Exits Santanu Dutt Amazon Web Services, India
- 3. 3 Who is Amazon.com? ][ 3
- 4. 4 Amazon.com’s three businesses[ ] Consumer business Seller business IT Infrastructure business } 4
- 5. 5 Our plan for today ][ 5 1) Introduction to Amazon Web Services (AWS) 2) AWS’ Global Infrastructure & Service Offerings? 3) What is unique about AWS? 4) Media Use Cases 5) Success Stories 6) Customer Talk
- 6. 6 1. Amazon Web Services amazon web services 6
- 7. 7 What is Amazon Web Services? _ Reliable, Scalable, Low-Cost Infrastructure _ Every service offers APIs _ You can use only the components you need _ All the important “building blocks” are provided ][ 7
- 8. 8 1. Elastic Capacity ][ 8
- 9. 9 1. Elastic Capacity ][ 9 _ Scaling up and down in minutes _ No need to provision _ Optimize resources based on your needs _ Can easily manage unexpected peaks
- 10. 10 2. No CapEX, no Initial Investment[ ] 10
- 11. 11 2. No CapEX, no Initial Investment[ ] 11 _ No investment needed _ No termination fees _ No commitments _ Clear pricing model (on the website)
- 12. 12 3. Pay as you go, for what you use[ ] 12
- 13. 13 [ ]3. Pay as you go, for what you use 13 _ Pay for servers “by the hour” (on-demand) _ Pay for storage “per Gigabyte” per month _ Pay for data transfer “per Gigabyte” _ Easy to turn resources on/off (running costs)
- 15. 15 _ Automation, less repetitive tasks (“70/30” rule) _ Better management tools _ Leverage the scale of AWS _ No need to build from scratch, but instead “reuse” 15 4. Automation[ ]
- 16. 16 2. Global Infrastructure & Services amazon web services 16
- 17. 17 Region GovCloud Region Global AWS Infrastructure ][ (as of April 2013)17
- 18. 18 Availability Zone Global AWS Infrastructure ][ (as of April 2013)18
- 19. 19 Edge Locations Global AWS Infrastructure ][ Dallas (2) St.Louis Miami JacksonvilleLos Angeles (2) Palo Alto Seattle Ashburn (2) Newark New York (3) Dublin London (2) Amsterdam (2) Stockholm Frankfurt (2)Paris (2) Singapore (2) Hong Kong (2) Tokyo (2) Sao Paulo South Bend San Jose Osaka Milan (as of April 2013)19 Sydney Hayward Madrid
- 20. 20 The Amazon Web Services universe[ ] SDK API Web Console Command Line 20
- 21. 21 The Amazon Web Services universe[ ] Management + Interface Cross Service Features CloudFormation Simple WorkFlow CloudWatch Elastic BeanStalk IAM 21
- 22. 22 The Amazon Web Services universe[ ] Management + Interface Platform Building blocks RDS EMR CloudFrontSQS SNSSES 22 Cross Service Features Redshift Transcoder
- 23. 23 Infrastructure Building Blocks The Amazon Web Services universe[ ] Management + Interface Platform Building blocks 23 Cross Service Features EBS S3 EC2 Virtual Private Cloud
- 24. 24 The Amazon Web Services universe[ ] Management + Interface RDS SQS SNS EMR Transcoder SES CloudFront Redshift Elastic Beanstalk Simple WorkFlow CloudFormation CloudWatch IAM VPC EC2 EBS S3 (some services are omitted here)24 Infrastructure Building Blocks Platform Building blocks Cross Service Features Command Line Web Console APIs SDK
- 25. 25 3. What is unique about AWS? amazon web services 25
- 26. 26 Flexibility, Freedom of choice[ ] 26
- 27. 27 _ Multiple Operating Systems (Linux, Windows...) _ Multiple Platforms (SAP, IBM...) _ Multiple Databases (Oracle, MS SQL, MySQL...) _ Many licensing options [ ]Flexibility, Freedom of choice 27
- 28. 2828 High Volume, Low Margin Business ][
- 29. 2929 Lowering Costs ][ We have lowered prices 31 times in the past without any competitive pressure
- 30. 3030 Pace of innovation ][
- 31. 31 31 2007 2008 2009 2010 2011 2012 9 24 48 61 82 New Services/Features 158
- 34. 34 Indian customers on AWS[ ] 34 ramco
- 35. 35 [ ] 35 Global customers on AWS
- 36. 36 4. Media Use Cases on AWS amazon web services 36
- 37. 3737 Customers change viewing habits fast
- 38. 3838 So you need to build and adjust fast
- 39. 39 1. Storing & Managing your Media Library ][ 39
- 40. 4040 Amazon S3 _ Durability SLA: 99.999999999% _ Lifecycle Management _ Infinite Scale _ Low Cost _ Quick & Easy to Deploy Amazon Glacier Storage Gateway
- 41. 4141 1,000,000 Media Files 1,000,000 Media Files1,000,000 Media Files
- 43. 4343 Amazon SQS Raw Media Job EC2 SPOT Farm Results / Failures Transcoded O/P Website / CMS Amazon SQS Amazon S3Amazon S3 Reports Website Transcoding Workflow
- 44. 44 Amazon Elastic Transcoder 44 _ Fully Managed Transcoding Workflow _ Elastically Scalable _ Cost Effective & Pay/Min. _ Integration to AWS Services
- 45. 45 3. Streaming & Content Delivery ][ 45
- 46. 4646
- 47. 47 Content Delivery with Amazon CloudFront _ Global presence and Fast _ Elastic and Cost Effective _ Can be used for static, dynamic and streaming content _ Supports variety of protocols and devices 47
- 48. 48 4. Big Data & Analytics ][ 48
- 49. 4949 When your data sets become so large that you have to start innovating how to collect, store, organize, analyze and share it Big Data
- 50. 5050 1 instance for 500 hours = 500 instances for 1 hour
- 51. 5151 From one instance …
- 53. 5353 … and back to one
- 54. 54 Amazon Elastic Map Reduce _ Managed Hadoop Offering in the Cloud _ Integration with AWS services and 3rd party tools _ 1000s of customers ran over 5.5 million clusters on EMR last year 54
- 56. 56 _ One of the largest aggregator & publisher of Bollywood content _ Transcoding, mps3s/videos, gamebox, bollywoodhungama _ Benefited with faster time to market & the pay per use model Hungama ][ 56
- 57. 57 _ Started with a greenfield project NDTV Video _ Site serves close to 10 million video requests per month _ Moved other properties like ndtv.com, NDTV Profit, NDTV Social _ Benefitted from Elasticity & saved costs upto 30% NDTV ][ 57
- 58. 58 _ 26 Million subscribers _ Netflix is ~25% of US Internet traffic _ They are ~100% on AWS Netflix.com ][ 58
- 59. More than 25 Million Streaming Members 50 Billion Events Per Day
- 60. 6060 S3 EMR Prod Cluster (EMR) ~ One PB of data Ad-hoc analysis Personalization Recommendation Engine Netflix.com[ ]
- 61. 61 How to get started? amazon web services 61
- 62. 62 _ Create an AWS account _ Subscribe to services (EC2, S3, CloudFront, Transcoder...) _ Use the AWS Management Console to try them out _ No termination fees, no commitments _ You might be eligible for the free tier Getting started with AWS ][ 62
- 63. 6363
- 66. 66 _ 400+ Media Customers across 60+ countries in 33 languages _ 2.5 million subscribers WorldWide _ Leveraged on the scalability of the AWS Cloud and cost savings of 43% PressMart ][ 66
- 67. 6767 Why AWS ?
- 68. 6868 What on AWS ?
- 69. 6969 What more is coming ?
- 70. 7070 Questions ?
Editor's Notes
- Before we start, a few very quick house keeping items – request to keep your cell phones on silent, if you have an urgent call to take you can take it by stepping outside. Also we have restrooms right out of there. Hopefully you don’t have to go out too often before my ppt ends since it’s only going to take less than an hour & half.Intro to me. This is also the first 101 event of the year and for those who have been to our other events last year might or might not know that our overall India team has expanded just in order to have greater & better Sales coverage for customers or potential customers like you. To quickly introduce some of them present here --
- How many of you purchase from Amazon?
- How Amazon got into Cloud Computing.
- When we say Elastic, we mean elastic in real time literally. That is scaling up say servers & storage within minutes (not hours or days) and equally importantly scale down in a manner of minutes. Because one can argue that even if it take time, one can scale up in on-premise DC but can you really scale down – no you can’t. Even with virtualized Infrastructure you scale down the VMs but the underlying h/w still remains leased or purchased for the life of it.
- 2012: 158
- Archival of old newspapers e-copy.
- Portals & replicas of digital assets, e-papers AV embedded. E-paper embedded video combining News previous day and newspaper with full analysis.
- Overhyped term, but what does it mean for you? Gone are the days when I will read Hindu because my dad handed over the physical copy to me. In the online world when talking about print content, digital media published over the web, your end users have a ton of choices to go content & portals that they find interesting. To have stickiness of users to your platform, there is no choice but to proactively provide them with published content that is in line with their interests & changing tastes. Because interests these days can vary with geographies, demographics, age groups & many other factors. My nephew goes to 10 different sites to get news and videos. You understanding his patterns and interests by profiling their history online – that’s the level once you go through that you get create real stickiness with your end users. And it’s an iterative process constantly not really a one time process and this can be received from the various social medias & other sources which means lot of data in not necessarily structured format and lots of processing & lot of iteration.
- Netflix hasmore than 25 million streaming members and is growing rapidly. Their end users stream movies and TV shows from smart TV’s, laptops, phones, and tablets, resulting in over 50 billion events per day.