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AWS Summit Tel Aviv - Opening Keynote

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AWS Summit Tel Aviv - Opening Keynote

  1. 1. AWS Summit 2013 Tel Aviv Oct 16 – Tel Aviv, Israel Innovation Powered by the AWS Cloud Dr. Werner Vogels CTO, Amazon.com @werner
  2. 2. New York City Amsterdam Tokyo London Sao Paulo Our largest AWS Summit series, ever. Over 39,000 people registered Tel Aviv Stockholm Berlin Paris San Francisco
  3. 3. Announcing: AWS in Israel Local entity with account managers, solutions architects, technical account managers, support staff and various other functions for Israeli customers to directly engage with AWS
  4. 4. 7 Years Young Amazon S3 launched: March 14th 2006
  5. 5. 30+ services spanning compute, storage, database and application management.
  6. 6. 100,000s of customers, across 190 countries.
  7. 7. Over 500 Government Agencies And 2,000 Educational Institutions
  8. 8. Here and abroad
  9. 9. Used by the Israeli Startups and Enterprises Alike
  10. 10. A wide range of technologies
  11. 11. Thriving Partner Ecosystem Consulting Partners Technology Partners
  12. 12. AWS Marketplace: Buy Software Pre-Configured to Run on AWS 25 categories 977 product listings Growth since Jan 1, 2013 Active customers Usage per customer 308% 152%
  13. 13. The AWS Price Reduction Philosophy Reduced Prices More Customers Ecosystem Lower Infrastructure Costs More AWS Usage Global Footprint New Features New Services Infrastructure Innovation Economies of Scale More Infrastructure
  14. 14. AWS Trusted Advisor Customer Infrastructure Audits Recent Performance Saves money Improves availability Closes security gaps Increases performance 329,000 recommendations $22M in annualized savings
  15. 15. AWS Service Launches and Feature Updates 159 82 61 48 24 9 2007 2008 2009 2010 2011 2012
  16. 16. AWS Service Launches and Feature Updates 159 154 82 61 48 24 9 2007 2008 2009 2010 2011 2012 2013
  17. 17. AWS Service Launches and Feature Updates 159 82 61 48 24 9 2007 2008 2009 2010 2011 2012 2013
  18. 18. Introducing AWS Activate All the resources you need to get started and scale on AWS: AWS Training AWS Support Startup Forum AWS Promotional Credit Special offers from third parties Learn more and sign up at https://aws.amazon.com/activate/
  19. 19. AWS Activate: Video
  20. 20. Amazon S3: Over 2 Trillion Total Objects 1.1M peak requests/sec
  21. 21. AWS Global Infrastructure 9 regions 26 availability zones 42 edge locations
  22. 22. 2003 $5.2B retail business 7,800 employees A whole lot of servers 2012 Every day, AWS adds enough server capacity to power this $5B enterprise
  23. 23. Infrastructure as a Service Magic Quadrant 2013 “AWS is the overwhelming market share leader, with more than five times the compute capacity in use than the aggregate total of the other fourteen providers.”
  24. 24. Amazon DynamoDB Amazon Redshift Amazon Glacier
  25. 25. “ The most radical and transformative of inventions are those that empower others to unleash their creativity to pursue their dreams ” Jeff Bezos, Letter to Shareholders, 2012
  26. 26. “ The most radical and transformative of inventions are those that empower others to unleash their creativity to pursue their dreams ” Jeff Bezos, Letter to Shareholders, 2012
  27. 27. Transformation: What drives it? Who is doing it? What is next?
  28. 28. Transformation: What drives it? Who is doing it? What is next?
  29. 29. Economic drivers Abundance of products S Intensifying competition $ D Growing consumer power Reduced customer loyalty Limited capital Q
  30. 30. Uncertainty
  31. 31. Addressing Uncertainty Acquire resources on demand Release resources when no longer needed Pay for what you use Leverage other’s core competencies Turn fixed cost into variable
  32. 32. The benefits of cloud computing
  33. 33. 1. Trade Capital Expense for Variable Expense On-Premises Saved $34M on SmartHub app $0 to get started Pay as you go
  34. 34. 2. Lower Variable Expense Than Going it Alone Reduced web infrastructure cost by 50% Saved $1.6M-$2.4M on capital expenditure Reduced IT costs by 40% over a five year period
  35. 35. 3. You Don’t Need to Guess Capacity Self Hosting The Cloud Actual demand Actual demand Waste Predicted Demand Rigid Elastic
  36. 36. Typical Weekly Traffic to Amazon.com Sunday Monday Tuesday Wednesday Thursday Friday Saturday
  37. 37. Typical Weekly Traffic to Amazon.com 39% Sunday Monday Tuesday Wednesday Thursday Friday Saturday 61%
  38. 38. November Traffic for Amazon.com
  39. 39. November Traffic for Amazon.com 76% 24%
  40. 40. November 10th, 2010 October 31, 2011
  41. 41. November Traffic for Amazon.com
  42. 42. 4. Dramatically Increase Speed & Agility Old World: Infrastructure in Weeks AWS: Infrastructure in Minutes aws.amazon.com/managementconsole Instance Type Number of Instances Availability Zone M3 Extra Large 1,000 US-West-2b Add New Dev Environment Add New Production Environment Add New Environment in Japan Add 1,000 Servers Remove 1,000 servers Launch
  43. 43. Increase Innovation When The Cost of Failure Approaches Zero Old world: Experiment infrequently AWS: Near $0 Experiment often Failure is expensive Fail quickly at a low cost Less innovation More innovation
  44. 44. 5. Stop Spending Money on Undifferentiated Heavy Lifting We take care of... so you don’t have to... Data Centers Power buy and install new hardware Cooling Cabling set up and configure new software Networking Racks Servers Storage Labor build new data centers
  45. 45. 6. Go Global in Minutes
  46. 46. The Benefits of Cloud Computing 1. Trade capital expense for variable expense 2. Lower variable expense than companies can do themselves 3. You don’t need to guess capacity 4. Dramatically improved speed and agility 5. Stop spending money on undifferentiated heavy lifting 6. Go global in minutes
  47. 47. Using AWS to do myThings Ariel Pisetzky CIO
  48. 48. AGENDA About myThings Using AWS to Streamline IT The bottom line
  49. 49. Offices in 15 cities serving 30 markets NEW YORK SCOTTSDALE MADRID PARIS MILAN AMSTERDAM STOCKHOLM LONDON BERLIN WARSAW MUNICH SAO PAULO TEL AVIV MOSCOW TOKYO
  50. 50. Driving incremental sales for over 800 customers
  51. 51. Media: Quantity & Quality Serving 5 billion personalized impressions per month Integrated with 14 leading exchanges Handling 7 billion RTB requests per day Highly commended by in joint case study RTB Direct 300+ partnerships with premium media networks and sites including : Connected to 85 of top 100 sites Strong relationships with premium publishers that include access to their preferred deals and private auctions
  52. 52. About myThings 4 Data centers EU (Ireland), 2 US (Virginia, California), Japan (Tokyo) Under 1% drop-out rate Hundreds of servers 3engines 150K big data QPS operating automatically Amazon, Microsoft and on a daily basis depending on load, Google generating total elasticity 20ms average bid response time 20TB volume of data processed per day In-memory database for lightning fast look-ups
  53. 53. AGENDA About myThings Using AWS to Streamline IT The bottom line
  54. 54. Why do you need AWS? IT is never a blocking element of the business but only an enabling force. With AWS you are free from physical IT restraints
  55. 55. Why do we use AWS at myThings?
  56. 56. Why do we use AWS at myThings?
  57. 57. Why do we use AWS at myThings?
  58. 58. What do we use from AWS? Amazon EC2 Instance with CloudWatch Elastic IP Amazon S3 Amazon EBS Snapshot DynamoDB Amazon RDS Auto Scaling Amazon EMR Amazon Glacier Amazon Redshift ElastiCache Route 53 Amazon SES Alarm Elastic Load Balancing Amazon SNS IAM Amazon VPC Amazon SQS CloudWatch
  59. 59. What do we use from AWS?
  60. 60. Tools of the trade
  61. 61. Tools of the trade
  62. 62. Tools of the trade
  63. 63. Zero work setups
  64. 64. Zero work setups
  65. 65. Zero work setups
  66. 66. Zero work setups
  67. 67. Zero work setups
  68. 68. Zero work setups
  69. 69. Zero work setups
  70. 70. Short Case Study o Database > 20TB o Write time < 10ms o Read time < 10ms o Recordset > 500m o Backup o Uptime o Cost
  71. 71. Short Case Study
  72. 72. Short Case Study
  73. 73. AGENDA About myThings Customized Programmatic Advertising The bottom line
  74. 74. The Advantages of using AWS in myThings 4 Regions Need for minimum network latency Abundant capacity, no strings attached EC2 Elasticity Extreme agility for both seasonality and innovation Three levels of storage with no limits S3 & Glacier Large amounts of data, continuously growing World wide locations Multiple tools for handling data Mix and match database needs Maximum IT, minimum investment RedShift, EMR & S3 Big Data analytics DynamoDB Need for speed CloudWatch, OpsWorks Maximum IT, minimum investment
  75. 75. Thank you
  76. 76. The Foundation for 21st Century Architectures
  77. 77. awsofa.info
  78. 78. Old world Development Experimentation Flexibility Availability AWS Years Minutes $$$ $0.00 Rigid Elastic Scarce Plentiful
  79. 79. Old world Development Experimentation Flexibility Availability AWS Years Minutes $$$ $0.00 Rigid Elastic Scarce Plentiful
  80. 80. Transformation: What drives it? Who is doing it? What is next?
  81. 81. Transformation: What drives it? Who is doing it? What is next?
  82. 82. Every industry.
  83. 83. Financial Services
  84. 84. Financial Services Extreme competition New products and instruments daily Rapid development and delivery Rapid experimentation
  85. 85. Stringent regulatory, compliance and security requirements.
  86. 86. Transportation
  87. 87. Transportation Highly Competitive Capital Intensive Deliver Better Customer Service
  88. 88. Revolutionizing Public Transport Experience Yovav Meydad Vice-President of Product
  89. 89. About Us Real Time, Public Transit Info, Navigation & Ticketing App • Founded Nov 2011 • Venture funded • Over 2,000,000 users • Coverage in 22 countries, 70+ cities • Top Navigation app on Google Play & Apple App Store
  90. 90. What’s the best way to my destination now? When will my next bus arrive? Will it be overcrowded? When will I arrive to my destination? Uncertainty & wasted time frustrate public transport riders
  91. 91. Providing the most complete real- time public transit information, combining agencies data with the power of the crowd.
  92. 92. At the station ► Trip planning ► On the go ► Ticketing Riders can access: • Stops and lines info • Real time schedules • Transit location/arrival - on map • PT reports from the crowd
  93. 93. At the station ► Trip planning ► On the go ► Ticketing Riders can select the best real time way from A to B: • Search according to preferences • All transit modules integrated • Step by step directions (incl. walking) • Route map and sharing options
  94. 94. At the station ► Trip planning ► On the go ► Ticketing Moovit guides riders during the trip: • Navigation directions • Updates and alerts of what’s ahead • Track progress on map • Dynamic ETA • Riders reports complement the data available to all: Delays, Crowding, Cleanliness
  95. 95. At the station ► Trip planning ► On the go ► Ticketing Moovit Mobile Ticketing • Pay instantly • No more paper tickets • No need to carry cash • Store tickets on phone for future use • Better control over spend
  96. 96. Worldwide Expansion 22 countries, 70 cities Served Today, 100 by end of 2013
  97. 97. Overnight spikes. Again and Again.
  98. 98. 3.5M 10M Daily Real Time Requests Daily User Reports 3M 100K+ Monthly Trip Plans Daily Active Users
  99. 99. Amazon RDS I/O Requests 2,500,000,000 2,000,000,000 1,500,000,000 1,000,000,000 500,000,000 0
  100. 100. Amazon EC2 Instance Hours 50,000 45,000 40,000 35,000 30,000 25,000 20,000 15,000 10,000 5,000 -
  101. 101. Some of our challenges Minimize latency when serving map tiles Amazon CloudFront Amazon Route 53 Robust application servers Amazon ELB Amazon EC2 Dynamic graph building and loading needs memory optimized servers Amazon EC2 AWS helps us overcome key challenges
  102. 102. AWS Services We Use Compute SQL DB Amazon EC2 Amazon RDS DNS Service Route 53 NoSQL Disk Storage Amazon DynamoDB Amazon EBS Amazon S3 Content Delivery Monitoring Load Balancing CloudFront CloudWatch Elastic Load Balancing And we are planning to use more…
  103. 103. www.moovitapp.com | @moovitapp
  104. 104. Media & Advertising
  105. 105. Newspaper Advertising Revenue Adjusted for Inflation, 1950 to 2012 $70,000 $60,000 $50,000 Print Only $40,000 Including Online $30,000 Millions of 2012 Dollars $20,000 $10,000 1950 1960 1970 1980 Source: Newspaper Association of America Carpe Diem Blog 1990 2000 2010
  106. 106. Media and Advertising New ways to monetize content Competitive landscape changing Highly competitive Driven by data
  107. 107. Hospitality
  108. 108. Hospitality Rapid growth Cost conscious IT is undifferentiated heavy lifting A ‘long tail’ from B&B to boutiques
  109. 109. Rapid growth and huge opportunities for online engagement
  110. 110. Focus on the customer
  111. 111. Retail
  112. 112. Retail Fierce competition Cost conscious Anticipate customer demand Ever-growing need for automation
  113. 113. RETALIX AMAZON CASE STUDY Nir Valtman, R&D Chief Security Officer 16th October 2013 | Copyright © 2013 Retalix | 130
  114. 114. Retalix Snapshot SUMMARY • • • • • • PRESENT IN 50+ COUNTRIES Established 1982 Acquired by NCR in 2013 Revenue: over $250 M HQ: Raanana, Israel and Plano, Texas. Offices in UK, France, Italy, Australia, China, Japan +1,700 Employees / 1000+ Customers 70,000+ Stores / 400,000+ POS Lanes 37% 52% 11% North America Israel ROW WHO WE SERVE – High Volume, High Complexity Retailers GROCERY FUEL CONVENIENCE GENERAL FOODSERVICE MERCHANDISE DEPARTMENT HEALTH, STORES BEAUTY & DRUG Copyright © 2013 Retalix | 131
  115. 115. Leading Global Retailers Select Retalix 10 out of top 30 global retailers are Retalix customers 3 of the top 6 retailers in North America are Retalix customers 3 top retailers in Australia are Retalix customers 3 out of top 4 retailers in the UK are Retalix customers Copyright © 2013 Retalix | 132
  116. 116. Omni-channel Retailer Copyright © 2013 Retalix | 133
  117. 117. Typical enterprise retailer network >50 touch points ...per store >1000 stores Copyright © 2013 Retalix | 134
  118. 118. Amazon case study #1 – Testing agility • Challenges – Set up a complex testing environment ...per version per customer. – Do it fast… really fast! – Simulate network disconnections. – Test the scalability of the product. Copyright © 2013 Retalix | 135
  119. 119. Amazon case study #1 – Testing agility • Way of work – Create automation scripts • Retalix 10 • Amazon API – Simulate disconnects • Amazon API – Isolate retailer environments • Security groups Copyright © 2013 Retalix | 136
  120. 120. Amazon case study #2 – Cost optimization • Challenge – Many instances are being started, stopped or terminated all the time. – How to pay per use without the costs of on-demand instances. • Way of work – Use medium/low Reserved Instances utilization. Copyright © 2013 Retalix | 137
  121. 121. Amazon case study #3 – On-demand • Presale Challenge – Retalix projects are complex in terms of IT and development. – Customers don’t like to wait for demos. • Way of work – Create POC environments in minutes. Copyright © 2013 Retalix | 138
  122. 122. Copyright © 2013 Retalix | 139
  123. 123. Transformation: What drives it? Who is doing it? What is next?
  124. 124. Who is your customer really? What do people really like? What is happening socially with your products? How do people really use your product?
  125. 125. Big Data The move to real time information Deeper integration Vertical application of analytics Hadoop will become invisible
  126. 126. Connected Devices Incredible data generators Device and content are independent Increasing workforce mobility
  127. 127. 1000 Genomes Project 250 TB of data ~2000 complete genomes Available to all, via S3
  128. 128. The Industrial Cloud
  129. 129. Security & Privacy
  130. 130. Readily available encryption services to protect your customers.
  131. 131. Private subnets FISMA moderate Hardware security modules HIPAA PCI DSS Level 1 ITAR ISO 27001 Multi-factor authentication IAM federation Readily available encryption services to protect your customers. SAS70 Type II VPC by default DIACAP AES-256 encryption SSL for data in transit SOC 1 & 2 Key rotation FedRAMP
  132. 132. AWS CloudHSM - Hardware Security Module in the Cloud AWS CloudHSM
  133. 133. Continually extend our security options.
  134. 134. Amazon RDS for Oracle Transparent Data Encryption and Native Network Encryption.
  135. 135. “ The most radical and transformative of inventions are those that empower others to unleash their creativity to pursue their dreams ” Jeff Bezos, Letter to Shareholders, 2012
  136. 136. Thank you. werner@amazon.com

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