Living in the Cloud            Conor ONeillCEO LouderVoice & Co-Founder HushVine
Introduction 1.   Me 2.   History of LouderVoice 3.   Transition to Cloud 4.   Current Model 5.   Scaling 6.   Issues 7.  ...
Me - 20 yrs Technology Management○ 1990s : S3/Philips, Integral Design  ○ Telecoms and then Digital TV○ 2002 : Advanticus ...
History of LouderVoice2005 - We should do a startup2006 - Build blog reviews aggregation platform2007 - Expand to non-blog...
What it Looks Like 1
What it Looks Like 2
What it Looks Like 3
LAMPLinux + Apache + MySQL + PHP/Perl/PythonLouderVoice =  NGINX  Apache mod_wsgi  MySQL  Python  Django  Memcached
LouderVoice Architecture                  NGINX Simple Load Balancer                                                      ...
Transition to CloudPre-Launch = Simple Shared Hosting2006 - 2007 = Low-end VPS2007 - 2009 = Dedicated Softlayer Servers200...
Current AWS SetupA number of generic small EC2 Instances   1.7GB Memory   1 Compute UnitAll running Ubuntu 10.04LTS LinuxE...
LouderVoice on AWS                      Elastic IP                                                                All Stat...
How it all Works Client site with  LouderVoice        Widget code, CSS,     Content searched usingSolrCode running on     ...
Other Services 1.   DNSMadeEasy 2.   AuthSMTP 3.   Pingdom 4.   Google Apps for my Domain 5.   WordPress 6.   GitHub 7.   ...
Management Tools1.   AWS Console2.   Elasticfox3.   Cloudberry Explorer4.   Digital Mines + Cloud Vertical5.   Cloudkick6....
Scaling1.   Pre-Optimisation is root of all evil2.   Think about best/worst case scenario3.   But do not build it day 14. ...
Words of Warning1. Build to your budget not perfection2. Do you have the skills or can you pay for   them?3. Its not cheap...
Costs1.   Basic Server costs2.   Reserved Instances3.   Database, CDN, EIP, Multi-AZ etc etc4.   All those other services5...
Outline of HushVine1. Original idea   a. A power-user filtering Twitter client   b. Show you all the Tweets you want, hide...
HushVine Outline 2
HushVine Outline 3
HushVine Architecture  HushVine Tablet, Mobile and Web Apps. Cross-platform using HTML5+CSS3+JS and                       ...
Node.js and MongoDB1. Hot Tech2. Node.js  a.   Server Side JavaScript  b.   Uses Google Chrome V8 Engine  c.   Massive per...
IaaS vs PaaS● IaaS    ○   Infrastruture as a Service    ○   e.g. Amazon AWS, Rackspace    ○   You design you architecture ...
CloudFoundry PaaS● No lock-in, multiple  Clouds● Partnered with  FeedHenry● VMware● Spring, Ruby on  Rails, Ruby and  Sina...
Whats Next1.   More automation and tools built-in to AWS2.   Look at more automatic scaling3.   Re-evaluate cost-benefit o...
Q&A      Questions?
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Running a business in the Cloud with AWS

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Conor O'Neill, CEO of LouderVoice, gave this presentation to the University College Cork SME Cloud Incubator Workshop in March 2012. In it he describes how LouderVoice is 100% hosted EC2 and details pros/cons/alternatives for those thinking of moving to the cloud.

LouderVoice is Europe's leading provider of Customer Reviews solutions to SMEs.

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Running a business in the Cloud with AWS

  1. 1. Living in the Cloud Conor ONeillCEO LouderVoice & Co-Founder HushVine
  2. 2. Introduction 1. Me 2. History of LouderVoice 3. Transition to Cloud 4. Current Model 5. Scaling 6. Issues 7. Outline of HushVine 8. Node.js + MongoDB 9. Iaas vs PaaS10. Whats Next?11. Q&A
  3. 3. Me - 20 yrs Technology Management○ 1990s : S3/Philips, Integral Design ○ Telecoms and then Digital TV○ 2002 : Advanticus ○ Digital Convergence○ 2003 - 2006 : EMC ○ Prof Services around SRM○ 2006-2006 : McAfee ○ Localisation○ 2006 -Now : LouderVoice ○ Customer Reviews SaaS○ 2011-Now : HushVine ○ Social TV on a Second Screen
  4. 4. History of LouderVoice2005 - We should do a startup2006 - Build blog reviews aggregation platform2007 - Expand to non-blogs and Twitter2008 - Build first API for Business Customer2009 - Build Widget-based solution2010 - Move entirely to B2B Model2011 - Scale2012 - Grow via Channel and L10N
  5. 5. What it Looks Like 1
  6. 6. What it Looks Like 2
  7. 7. What it Looks Like 3
  8. 8. LAMPLinux + Apache + MySQL + PHP/Perl/PythonLouderVoice = NGINX Apache mod_wsgi MySQL Python Django Memcached
  9. 9. LouderVoice Architecture NGINX Simple Load Balancer Content Distribution Network Application Application ApplicationServer = Apache Server = Apache Server = Apache + Django + + Django + + Django + Python Python Python MySQL Solr Search Memcached
  10. 10. Transition to CloudPre-Launch = Simple Shared Hosting2006 - 2007 = Low-end VPS2007 - 2009 = Dedicated Softlayer Servers2009 - Now = 99% Amazon AWS2011 - Now = Some CloudFoundry, Herokuand Nodejitsu
  11. 11. Current AWS SetupA number of generic small EC2 Instances 1.7GB Memory 1 Compute UnitAll running Ubuntu 10.04LTS LinuxEBS for all live dataRDS for MySQLCloudfront for CDNS3 for backupElastic IP for easy switchover
  12. 12. LouderVoice on AWS Elastic IP All Static Content on NGINX on EC2 instance Cloudfront Application Application ApplicationServer on EC2 Server on EC2 Server on EC2 with Data on with Data on with Data on EBS EBS EBS Backups on S3 Solr Search on EC2 with Memcached on EC2 with MySQL on RDS Data on EBS Data on EBS
  13. 13. How it all Works Client site with LouderVoice Widget code, CSS, Content searched usingSolrCode running on images delivered by one or more of Cloudfront CDN fortheir web-pages geographic performance Client site with Data cached LouderVoice usingCode running on Memcached for one or more of performancetheir web-pages Required content etc Client site with retrieved from App LouderVoice Servers Reviews/Users/etcCode running on stored/retrieved from one or more of MySQLtheir web-pages
  14. 14. Other Services 1. DNSMadeEasy 2. AuthSMTP 3. Pingdom 4. Google Apps for my Domain 5. WordPress 6. GitHub 7. Redmine 8. Bit.ly 9. Facebook APIs10. Twitter APIs
  15. 15. Management Tools1. AWS Console2. Elasticfox3. Cloudberry Explorer4. Digital Mines + Cloud Vertical5. Cloudkick6. Boto7. Putty SSH and CLIs
  16. 16. Scaling1. Pre-Optimisation is root of all evil2. Think about best/worst case scenario3. But do not build it day 14. Dont re-invent wheel5. Avoid lock-in technologies6. Use Open Source as much as possible7. You probably wont be Facebook8. Scale vs Time vs Skills vs Money9. How fast is fast enough?
  17. 17. Words of Warning1. Build to your budget not perfection2. Do you have the skills or can you pay for them?3. Its not cheaper than traditional hosting4. You get Enterprise Functionality for Small Biz5. Servers disappear, DBs get corrupted, backups fail, Amazon has outages. Plan?6. How mission critical is your service/site?7. How much downtime can you accept?
  18. 18. Costs1. Basic Server costs2. Reserved Instances3. Database, CDN, EIP, Multi-AZ etc etc4. All those other services5. People cost - who will manage?
  19. 19. Outline of HushVine1. Original idea a. A power-user filtering Twitter client b. Show you all the Tweets you want, hide all the noise2. Target market narrowed to Social TV watching e.g. #xfactor #apprentice3. Creating unique second screen Social TV Platform for Tablet and Smartphone4. Initially Twitter, then Facebook5. Back-end = Cloud6. Front-end = Cross-Platform Mobile
  20. 20. HushVine Outline 2
  21. 21. HushVine Outline 3
  22. 22. HushVine Architecture HushVine Tablet, Mobile and Web Apps. Cross-platform using HTML5+CSS3+JS and FeedHenry (or similar) HushVine API HushVine Dashboards and Analytics Node.js + Express = Filtering and Data Crunching Platform MongoDB NoSQL Database Hadoop Non-realtime Data Processing Twitter Streaming API delivering realtime sub-set of firehose
  23. 23. Node.js and MongoDB1. Hot Tech2. Node.js a. Server Side JavaScript b. Uses Google Chrome V8 Engine c. Massive performance d. Widely understood programming language3. MongoDB a. NoSQL b. Document-based DB c. Massive performance and scalability4. 3000 X-Factor Tweets per minute a. CPU barely ticking over
  24. 24. IaaS vs PaaS● IaaS ○ Infrastruture as a Service ○ e.g. Amazon AWS, Rackspace ○ You design you architecture ○ No hand-holding, its all on you ○ Ultimate in flexibility● PaaS ○ Platform as a Service ○ e.g. Cloud Foundry, Heroku etc ○ You fit within a particular architecture ○ Get best-practices built-in ○ Reduces your management overheads
  25. 25. CloudFoundry PaaS● No lock-in, multiple Clouds● Partnered with FeedHenry● VMware● Spring, Ruby on Rails, Ruby and Sinatra, Node.js, Grails
  26. 26. Whats Next1. More automation and tools built-in to AWS2. Look at more automatic scaling3. Re-evaluate cost-benefit of more robustness4. Ever-reducing prices5. Cost Analysis and tuning6. Proper evaluation of Microsoft Azure7. Move some aspects to CloudFoundry8. Small Business friendly Cloud Offerings
  27. 27. Q&A Questions?

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