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Digital Workloads on Amazon Web Services

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When getting started with cloud one of the initial considerations is how to adapt the culture of a business to fit to innovation. Many businesses are really Digital Business, and digital workloads provide a good opportunity to explore the breadth of the Amazon Web Services platform - as they help you build confidence and understanding on how cloud can enable you to rapidly achieve your business outcomes, and drive innovation. In this session we will walk through adapting to become a Digital Business, and showcase different types of digital workloads that you can get started with on the Amazon Web Services platform and provide practical demonstrations and guidance on how to rapidly deploy and scale workloads to meet your business demand.

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Digital Workloads on Amazon Web Services

  1. 1. © 2016, Amazon Web Services, Inc. or its Affiliates. All rights reserved. May 2016 Digital Workloads on AWS Alex Smith - @alexjs – alexjs@amazon.com
  2. 2. “Amazon is a technology company that happens to sell books online” – Dr. Werner Vogels, CTO Amazon.com
  3. 3. Our customers are “Digital”
  4. 4. Digital Startup Customers Meerkat
  5. 5. Digital Enterprise Customers
  6. 6. Digital Public Sector Customers
  7. 7. What does “Digital” really mean?
  8. 8. Turning Data into Business Value
  9. 9. …through Software
  10. 10. (Digital) Media Companies
  11. 11. (Digital) Media Companies
  12. 12. Digital businesses build their business models as code around their data assets.
  13. 13. Digital Business Rules 1. Digital businesses build their business models as code around their data assets.
  14. 14. What about hardware?
  15. 15. Hardware-driven IT Old IT Software on virtual hardware “Private Cloud” Even older IT Software on hardware 1:1
  16. 16. New IT • Unlimited resources • No financial risk • Software-defined, dynamic architecture • 100% automated • Flexible • Deployed in minutes • World-wide • Secure • Robust
  17. 17. Cloud = no physical limitations
  18. 18. The Cloud is available to everyone
  19. 19. Over 1 Million Active Customers 2008 2009 2010 2011 2012 2013 2014 “Active customer” is defined as a non-Amazon customer with AWS account usage activity in the past month, including the free tier
  20. 20. Digital Businesses differentiate themselves purely through: ideas, data and customer relationships
  21. 21. Digital Disruption The faster you get new ideas to market, The better you collect, analyze and predict data, The quicker you react to customer feedback, The more successful you are.
  22. 22. * As of 1 Feb 2016 2009 48 280 722 82 2011 2013 2015 AWS Rapid Pace of Innovation
  23. 23. 1,950 Services and Features since 2006 AWS Direct Connect AWS Elastic Beanstalk GovCloud Amazon CloudTrail CloudHSM WorkSpaces Amazon Kinesis Amazon AppStream Amazon SNS Identity & Access Management Amazon Route 53 AWS Import/Export Amazon SWF Redshift Dynamo DB CloudSearch AWS Data Pipeline AWS Certificate Manager AWS KMS Amazon Config Amazon RDS for Aurora WorkDocs Directory Service CodeCommit AWS CodePipeline AWS Service Catalog CloudWatch Logs Amazon EFS Amazon API Gateway Amazon Machine Learning AWS Device Farm AWS WAF Elasticsearch Service QuickSight Import/Export Snowball RDS for MariaDB Amazon Inspector AWS IoT EC2 Container Registry Amazon ElastiCache AWS CloudFormation Mobile Analytics AWS Mobile Hub AWS Storage Gateway AWS OpsWorks Elastic Transcoder Amazon SES EC2 Container Service Amazon Cognito AWS CodeDeploy Glacier Amazon WorkMail Lambda * As of 1 Feb 2016
  24. 24. Digital Business Rules 1. Digital businesses build their business models as code around their data assets. 2. Digital businesses bring new ideas quickly to market, analyze data in real-time and put their customers at the center of what they do.
  25. 25. Where is the bottleneck?
  26. 26. TOCB Easier to digitize in start-ups and companies like Amazon. Too much legacy in large enterprises that are an anchor.
  27. 27. Video Media SDI Dedicated Hardware Satellite Playout Systems No personalisation, 10000:1 analytics IP Software Processing OTT Delivery Per-user-per-device personalisation, 1:10000 analytics Legacy Innovation
  28. 28. Publishing Media Migration of consumption Personalisation and recommendation Expanded contributor base
  29. 29. Process Legacy: Deploying More Frequently Lowers Risk Smaller Effort “Minimized Risk” Frequent Release Events: “Agile Methodology” Time Change Rare Release Events: “Waterfall Methodology” Larger Effort “Increased Risk” Time Change
  30. 30. Process Legacy: Deploying More Frequently Increases Learning Rapid Learning Time Change Rare Release Events: “Waterfall Methodology” Infrequent Learning Time Change L > C Frequent Release Events: “Agile Methodology”
  31. 31. Legacy Process・Architecture
  32. 32. Digital Business Rules 1. Digital businesses build their core business models as code around their data assets. 2. Digital businesses bring new ideas quickly to market, analyze data in real-time and put their customers at the center of what they do. 3. Digital businesses don’t cling to legacy. They adopt an innovation culture.
  33. 33. How do I get there?
  34. 34. Increasing Efficiency Lift and Shift 10% - 30% cost reduction 1 – 3 months
  35. 35. Increasing Efficiency Lift and Shift 10% - 30% cost reduction 1 – 3 months Optimized for Cloud 3 – 9 months 30% - 50% cost reduction
  36. 36. Increasing Efficiency Lift and Shift 10% - 30% cost reduction 1 – 3 months Optimized for Cloud 3 – 9 months 30% - 50% cost reduction Cloud Native 3 - 12 months 50% - 80% cost reduction
  37. 37. Changing Media Landscape
  38. 38. NABShow 2016 – Key Trends OTT is the new normal Scaling Non Linear Editing for 4K OTT Playout of 4K/UHD Content Increasing personalisation Agnostic DRM solutions
  39. 39. Trends: OTT is the new normal Disruption of a 90 year old industry TV isn’t dead: it’s reborn Eurovision - 1956: Coaxial - 2016: YouTube
  40. 40. Trends: 4K Editing Scaling challenges – 25 vs 225 Prefers a storage centric architecture Software in its infancy
  41. 41. Trends: 4K / UHD OTT Playout More scaling challenges Consumer demand is trailing Investment must be made soon before demand increases
  42. 42. Trends: Increasing Personalisation Traditional Ratings Changed 1:10000 → 10000:1 From broadcast to narrowcast
  43. 43. Trends: Increasing Personalisation - Value Family profile sharing Content discovery and creation Churn prediction and avoidance
  44. 44. Trends: Agnostic DRM Solutions Avoid lock-in Growing device strategy Market flexibility Just-In-Time encryption
  45. 45. Recap
  46. 46. Digital Business Rules 1. Digital businesses build their core business models as code around their data assets. 2. Digital businesses bring new ideas quickly to market, analyze data in real-time and put their customers at the center of what they do. 3. Digital businesses don’t cling to legacy. They adopt an innovation culture.
  47. 47. Next Steps 1. Start hiring and developing people who can build, code and analyze. 2. Begin to experiment often, iterate quickly and establish data-driven feedback loops with your customers at the center. 3. Explore innovation – in process or applications; look at DevOps cultures, microservice architectures, and autonomous decision makers.
  48. 48. Q&A Twitter @alexjs LinkedIn https://sg.linkedin.com/in/alexjs Email alexjs@amazon.com
  49. 49. Thank You!

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