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    Amazon web services, Amazon web services, Presentation Transcript

    • Group 9 Ankur Chetan Shashank Srivathsan Shriram
    • Viral can also create Headaches
    • What IT wants to do?Develop Test Operate
    • What gets in the way?? Undifferentiated heavy lifting •Hardware failure • Vendor delaysDevelop Test • Personnel issues Operate • Capacity issues • Scaling • Utilization management • Data center outages • Bandwidth issues
    • The dirty little secret!! 30% 70%On-premiseInfrastructureCloud-basedinfrastructure 70% 30%
    • Cloud Video
    • Welcome to Amazon Web ServicesCloud About Amazon Services Pricing Case Study
    • Cloud About Amazon Services Pricing Case Study What is Cloud ? Cloud is a metaphor for the internet, based on how it is depicted in computer network, diagrams and is abstraction for complex infrastructure it conceals
    • Cloud About Amazon Services Pricing Case Study What is Cloud Computing? From Engineering View  Provide services on virtual machine provided on lap of large physical machine From Business View  A method to address scalability for large scale applications
    • Cloud About Amazon Services Pricing Case Study What are its components? CLIENT INFRASTRUCTURE SERVICE STORAGE APPLICATION PLATFORM
    • Cloud About Amazon Services Pricing Case Study Why cloud?  Faster  Scalable  Available  Productive
    • Cloud About Amazon Services Pricing Case Study Who are using IT?
    • Cloud About Amazon Services Pricing Case Study Who are offering IT?
    • Cloud About Amazon Services Pricing Case Study Future.. Annual Global Market (USD billion) 51 16 14 7 Merrill Lynch: 2012 = Microsoft Google Amazon Yahoo the annual global market for cloud “There’s a whole industry computing will surge emerging,” says Marc to $95 billion Benioff, Salesforce.com’s CEO
    • Cloud About Amazon Services Pricing Case Study About Amazon • US Based multi-national electronic commerce company • Launched by Jeff Bezos in 1994 and went online in 1995 • Headquartered in Seattle, Washington – largest American online retailer • Started as an online store, diversified to sell other products/services
    • Cloud About Amazon Services Pricing Case Study What are Web services? A web service is programmable application logic accessible via standard Web protocols  Available to a variety of clients (platform independent)  Examples: stock quote, weather, and workflow, team collaboration  Makes building distributed applications easy  They are self-contained modular applications that can be published, located and invoked across the web
    • Cloud About Amazon Services Pricing Case Study Web Services
    • Cloud About Amazon Services Pricing Case Study Characteristics Platform & Language independent Dynamic Interopera application bility integration Web services Internet to Machine- exchange readable data and description access services
    • Cloud About Amazon Services Pricing Case Study Why Web Services from Amazon Retail Web infrastructure in 2003 • Was always available • Had rock-solid reliability • Enjoyed simple-APIs and conceptual models • Was cost-effective • Could scale up on demand to any level possible • Could handle any spike level in usage Werner Vogels, CTO and VP, Amazon
    • Cloud About Amazon Services Pricing Case Study Seasonal Spikes
    • Cloud About Amazon Services Pricing Case Study The ‘Risky Bet’
    • Cloud About Amazon Services Pricing Case Study Business Verticals
    • Cloud About Amazon Services Pricing Case Study Capacity Management Challenge  Difficult to predict how many new customers will come  Client unsure of demand in initial phase  Capacity needed for both new and existing customers  Manage excess capacity Measures:  limited public beta releases  Control number of user by opening up gradually  Limited beta release used for EC2
    • Cloud About Amazon Services Pricing Case Study AWS Start-Up Challenge & other initiatives  Use of Viral marketing to promote AWS  Start-Up Challenge: A contest targeted at entrepreneurs and developers.  Partnership with companies like Facebook to increase visibility of its offerings in developer community  Blog and media coverage added credibility and increased awareness
    • Cloud About Amazon Services Pricing Case Study Infrastructure as a Service Customer Applications and Services Isolated Monitoring Management Tools Network Virtual Cloud Watch Console .NET and Eclipse Private Cloud Messaging Content Payment On Demand Simple Queue Delivery Flexible Work force System (SQS) Cloud Front Payment Service Mechanical Turk Compute Storage Database Elastic Compute Cloud Simple Storage Service Simple DB (EC2) (S3)
    • Cloud About Amazon Services Pricing Case Study Simple Storage Service (S3)  Interface for data storage and retrieval from Web. • Content Storage and Distribution • Storage for Data Analysis • Backup, Archiving and Disaster Recovery  Secured Storage  Growth in 2 years : (2006 – 2008 ) • Unique objects : 800 million - 29 billion • S3 processed 70000 requests/second
    • Cloud About Amazon Services Pricing Case Study Datacenters
    • Cloud About Amazon Services Pricing Case Study Elastic Compute Cloud (EC2)  On Demand Resizable Cloud Computing Services.  Easily scalable and works in conjunction with S3.  Time required to obtain and boot servers reduced to few minutes.
    • Cloud About Amazon Services Pricing Case Study Simple DB  Web service which provides real time look up and querying of structured data.  Easy to use when compared to sophisticated relational database.  Works in conjunction with S3 and EC2.  Burden on individual organization to have a database admin is reduced
    • Cloud About Amazon Services Pricing Case Study Simple Queue Service (SQS)  Intermediate Data message storage system  Developers were able to move data between distributed application components in a reliable manner  Eliminated the need of the components to be available always
    • Cloud About Amazon Services Pricing Case Study Flexible Payment Services (FPS)  Designed for developers to collect funds electronically from customers.  Leveraged upon the negotiation power that Amazon.com had with the credit card providers and bank processors.  More features compared to PayPal: AFPS allowed developers to define ,create and attach their own payment instruction to be followed for each transaction.
    • Cloud About Amazon Services Pricing Case Study AWS Premium Support Silver Plan  Technical support with response time within 4 hours to 2 business days.  Pricing : 0.1$ / $ of total amount spent on AWS services or 100$/month. Gold Plan  24 * 7 technical support with response time within 1 hour for urgent issues.  Pricing : 0.2$ / $ of total amount spent on AWS services or 400 $/month.
    • Cloud About Amazon Services Pricing Case Study Amazon Virtual Private Cloud Provides a seamless bridging between the existing IT infrastructure and Amazon cloud. Flexible : Allows user to define their own Virtual Private Network. - Security services - Firewalls - Intrusion Detection systems Best of both worlds : User Datacentre + Cloud
    • Cloud About Amazon Services Pricing Case Study Amazon Virtual Private Cloud
    • Cloud About Amazon Services Pricing Case Study Interaction between components
    • Cloud About Amazon Services Pricing Case Study Pricing Strategy  Grow fast even at the expense of profitability  Patience for free cash flow to generate  Penetrate market as quickly as possible • Develop infrastructure • Commodity pricing; Price aggressively  Free Usage Tier  No upfront fee  Flexible pricing models
    • Cloud About Amazon Services Pricing Case Study EC2 Pricing Model  Free standard service for one year for new customers  On-Demand Instances - pay for compute capacity by the hour with no long-term commitments  Reserved Instances - low, one-time payment for each instance you want to reserve  Spot Instances - bid for unused Amazon EC2 capacity; Instances are charged the Spot Price
    • Cloud About Amazon Services Pricing Case Study SQS Pricing Model  Free Tier for every customer  Requests  Data Transfer
    • Cloud About Amazon Services Pricing Case Study S3 Pricing Model  Free Tier for every customer  Data Transfer  Requests
    • Cloud About Amazon Services Pricing Case Study Simple DB Pricing Model  Free Tier for every customer  Machine Utilization  Data Transfer  Structured Data Storage
    • Cloud About Amazon Services Pricing Case Study Premium Support Pricing • Silver Plan – Pricing : 0.1$ / $ of total amount spent on AWS services or 100$/month. • Gold Plan – Pricing : 0.2$ / $ of total amount spent on AWS services or 400 $/month.
    • Cloud About Amazon Services Pricing Case Study AWS Price Calculator
    • Cloud About Amazon Services Pricing Case Study EC2 Price Comparison CPU Memory DISK I/O Hourly Cost Microsoft 1 x 1.6 GHz 1.75 GB 225 GB Moderate $0.12 Small Class Amazon 1 x 1.6 GHz 1.70 GB 160 GB Moderate $0.12 Microsoft 4 x 1.6 GHz 7.00 GB 1000 GB High $0.48 Large Class Amazon 4 x 1.6 GHz 7.50 GB 850 GB High $0.48 Microsoft 8 x1.6 GHz 14.0 GB 2048 GB High $0.96 XL Class Amazon 4 x 2.2 GHz 15.0 GB 1690 GB High $0.62 Amazon 2 x 3.2 GHz 17.1 GB 420 GB High $0.62
    • Cloud About Amazon Services Pricing Case Study Total Cost of Running
    • Cloud About Amazon Services Pricing Case Study New York Times Challenge : Convert the papers from 1851 to 1980 in digital format in less time. Method : - Simple code on EC2 to read the data and store it in S3. - 1.5 terabytes of data in S3 for public use. Time taken < 24 hrs with AWS.
    • Cloud About Amazon Services Pricing Case Study Windows Vista • Microsoft used S3 to distribute copies of its Vista Software. • Distribution of Windows Vista beta instances • Server Crashes due to high load • More than a million copies downloaded a day
    • Cloud About Amazon Services Pricing Case Study Intuit • Faces sudden surges of activity • Compliance and Legal issues "Every year, we take the busiest minute of the busiest hour of the busiest day and build capacity on that, We built our systems to (handle that load) and we went above and beyond that."
    • Cloud About Amazon Services Pricing Case Study Animoto • Animoto : Online Video Making Application from Your Photos. • Viral growth from 2008 when available on Facebook . • Peak Traffic Rate surged to 250,000 users /hour. • Moved to AWS and added 750,000 new sign up in just 3 days.
    • Cloud About Amazon Services Pricing Case Study SmugMug • Small Startup Service - Start up Online photo sharing and storage services. – Used S3 to back up stored images. – SmugMug currently stores 2 PetaByte (10^15 B) of photos in S3.
    • Cloud About Amazon Services Pricing Case Study Network Diagram Cloud Businesses Service /Develope Providers rs End User
    • Cloud About Amazon Services Pricing Case Study Conclusion From Amazon’s point of view  It’s all about long-term  To maintain leadership position in cloud computing From Startups, SME business’s point of view  Lower computing costs  Scalable  Improved performance  Unlimited Storage capacity
    • Cloud About Amazon Services Pricing Case Study Thank You