AWS for Startups
Ian Massingham
AWS Technical Evangelist
@IanMmmm

AWS for Startups
ianm@amazon.com
@IanMmmm
Ian Massingham — Technical Evangelist

Some
Background

Startups on AWS
http://aws.amazon.com/solutions/case-studies/
Meerkat

400,000
people are hosted
on any given night

35,000,000Total guests since their launch in 2008

0
350
700
1,050
1,400
2010 2014
24 48
432
1,300
Total Number of EC2 instances

Why AWS?

EC2
Servers, Production Traffic,
Hive, Hadoop
RDS
All Relational Databases
S3
Storage, User Generated
Content
DynamoDB
Rollups, Metadata
ElastiCache
Memcache
Route 53
DNS, Inventory

We have a 5 person
operations team.
AWS allows us to devote our resources
and mindshare to the core business.
“
”

Innovation
at AWS

Small, autonomous teams
Roadmap ownership
Decoupled launch schedules
Get Core Functionality in the
Hands of Customers, Quickly
Small, “Two Pizza”
Teams
Operational stability
High scale
Limited initial feature set
Iterate Based on Customer Feedback
Epic
Collaboration
+ =

2008 2009 2010 2011
Amazon EBS
Amazon EC2
Amazon SNS
AWS Identity
& Access
Management
AWS Import
& Export
Amazon
CloudWatch
Amazon EMR
Amazon RDS
Amazon VPC
Auto Scaling
Elastic Load
Balancing
Amazon
ElastiCache
Amazon SES
AWS
CloudFormation
AWS Direct
Connect
AWS Elastic
Beanstalk
GovCloud
Amazon SWF
Amazon Route 53
Amazon Redshift
Amazon Glacier
Amazon
Dynamo DB
Amazon
CloudSearch
Amazon EC2
AWS Storage
Gateway
Amazon
CloudTrail
Amazon
CloudHSM
Amazon
WorkSpaces
Amazon Kinesis
Amazon Elastic
Transcoder
Amazon
AppStream
AWS OpsWorks
AWS Data
Pipeline
AWS Pace of Innovation
+24
+48
+61
+82
+159
+280
20132012
+517
2014
Amazon Mobile
Analytics
Amazon Cognito
AWS Zocalo
AWS Directory
Service
Amazon RDS
for Aurora
AWS CodeDeploy
AWS Lambda
AWS Config
AWS Key
Management Service
AWS Service
Catalog
Amazon EC2
Container Service
AWS CodePipeline
AWS CodeCommit

More AWS
Usage
More
Infrastructure
More
Customers
Lower
Infrastructure
Costs
Economies of
Scale
Reduced Prices
Ecosystem
Global Footprint
New Features
New Services
Infrastructure
Innovation
49PRICE
REDUCTIONS
We pass the savings along to our
customers in the form of low prices
and continuous reductions
AWS Pricing Philosophy

Key Components Of Agility
+ =
Quick to
provision
Don’t have to
reinvent the wheel
Vast infrastructure
technology platform

Infrastructure ServicesRegions Availability Zones Compute
Storage
Objects, Blocks, Files
Networking CDN
Databases
SQL, NoSQL, Caching
Vast Infrastructure Technology Platform

Infrastructure Services
Security & Management
Enterprise
Apps
Virtual Private Networks
Identity &
Access
Encryption Keys Configuration Monitoring Dedicated
Regions Availability Zones Compute
Storage
Objects, Blocks, Files
Networking CDN
Sharing & Collaboration
Virtual Desktops
Directories
Email & Calendaring
Storage Gateway
Analytics Mobile Development
Data Warehousing
Hadoop
Streaming
Data Pipelines
Machine Learning
Source Code
Containers
Deployment
Build Tools
DevOps
Identity
Sync
Mobile Analytics
Push Notifications
Mobile Backend
Platform Services
Functions
Mobile & Web Front-
end
Data Store
Identity
Real-time
Management
Tools
Notifications
Queueing
Orchestration
Search
Email
Hybrid Cloud
Management
Identity Federation
Direct Connect
Backups
Deployment
Integrated Management
Databases
SQL, NoSQL, Caching
App
Vast Infrastructure Technology Platform

Compute Storage Auditing, Security &
Compliance
Relational
Databases
RDS for MySQL
RDS for SQL Server
RDS for Oracle
RDS for PostgreSQL
RDS for Amazon Aurora
Multi-AZ synchronous replication
Read replica support
Configuration history
Usage audit logs
Change notifications
Dedicated HSMs
Customer controlled keys
Block storage:
Magnetic
General Purpose SSD
Provisioned IOPS SSD
Object storage:
Life cycle management
Event triggers
Data locality control
General Purpose (M4)
Compute Optimized (C4)
Memory Optimized (R3)
GPU Optimized (G2)
Storage Optimized (D2)
IO Optimized (I2)
Low cost, burst-able performance (T2)
Expansive Services With Depth of Functionality

Building With Smaller Blocks
Quicker to build Lower costEasier to adapt and update
</> </></>

Containers, the Cloud & Application Architecture
Application
portability
Environment
fidelity
Continuous
deployment
High availability
& scale

The Four Horsemen of Container-Based Applications
Application
components
Resource
description
Capacity
pool
Placement
& management
1 2 3 4

Launch and terminate
Docker containers
Across a cluster
of EC2 instances
Mount persistent
volumes at launch
Private Docker
repositories
Amazon EC2 Container Service

aws.amazon.com/blogs/aws/ec2-container-service-latest-features-customer-successes-and-more
Amazon EC2 Container Service: New Features
Support coming soon for:
Docker Compose
Docker Swarm

aws.amazon.com/ecs

λAWS Lambda
An event-driven computing service for
dynamic applications

A Focus on Functions, Data and Events
AutomaticCloud FunctionsEvents from AWS services

Serverless backends for mobile apps
Amazon
Cognito Sync
Dataset
Amazon
DynamoDB
Table
Map local
functions to
invoke Lambda
Functions
synchronously
Maintain
Intelligence in
the cloud and
not the device
Chain multiple
Functions or call
them in Parallel
☺
AWS Mobile
SDKs
(iOS, Android)
Personalize your
notification for every
user
Pre-process or
validate
data on the fly
pre-process before
persisting
SNS Push
Notification

us-west-2
ELB
ELB
Bidders
Ad Servers
us-east-1
ELB
ELB
Bidders
Ad Servers
eu-west-1
ELB
ELB
Bidders
Ad Servers
ap-southeast-1
ELB
ELB
Bidders
Ad Servers
ap-northeast-1
ELB
ELB
Bidders
Ad Servers
Kinesis
S3
60B Events/
Day
600k Files/
Day
SQS
SQS
SQS
SQS
Machine
Learning
Analytics
Dynamic
Creatives
Profiles
DynamoDB
us-west-2
DynamoDB
us-east-1
DynamoDB
eu-west-1
DynamoDB
ap-southeast-1
DynamoDB
ap-northeast-1

Focus on Functionality

Create robust, scalable and secure APIs in minutes
Amazon API Gateway
Versioning Metering and
throttling
Caching Signing &
authorization
SDK
generation

Mobile Apps
Websites
Services
Internet
CloudWatch
API Gateway
API Gateway
Cache
Lambda Functions
EC2 Endpoints
Any Other Endpoint

aws.amazon.com/blogs/aws
aws.amazon.com/new
@AWScloud @AWS_UKI