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(SPOT205) State of the Union: AWS Mobile Services and New World of Connected Products | AWS re:Invent 2014

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In this session, Marco Argenti, Vice President of AWS Mobile, kicks off the Mobile and Connected Devices Track and shares our vision and the latest products and features we have launched this year. He gives an overview of our mobile services, shares trends we are seeing among mobile customers, and brings some key mobile customers on stage to share their experiences.

Published in: Technology

(SPOT205) State of the Union: AWS Mobile Services and New World of Connected Products | AWS re:Invent 2014

  1. 1. November 12, 2014, Las Vegas, NV Marco Argenti, VP, AWS Mobile
  2. 2. November 10, 2014, Las Vegas, NV Marco Argenti, VP, AWS Mobile
  3. 3. Mobile Startups on AWS Mobile Apps within Enterprises
  4. 4. What makes your mobile apps unique? Where are you spending most of your time?
  5. 5. What makes your mobile apps unique? Where are you spending most of your time?
  6. 6. Problems developers face today Fragmentation across platforms Sync scalability is extremely hard Expensive to manage and operate Distracts them from building core UX Managing unique user identities is difficult “Table stakes” for every app Undifferentiated Heavy Lifting Developer’s Mobile App Code User Identity Management User Authorization User Data Synchronization Asynchronous Communication Active Devices Analytics User Behavior Analytics Engagement Analytics Push Notifications File and Media Storage Shared Database Storage Data Collection And More…. AWS Cloud Infrastructure
  7. 7. Developer’s Mobile App Code User Identity Management User Authorization User Data Synchronization Asynchronous Communication Active Devices Analytics User Behavior Analytics Engagement Analytics Push Notifications File and Media Storage Shared Database Storage Data Collection And More…. AWS Cloud Infrastructure Amazon Cognito Amazon Mobile Analytics Amazon SNS Mobile Push Mobile-optimized Connectors
  8. 8. AWS Mobile Services Amazon Cognito Amazon Mobile Analytics Amazon SNS Mobile Push Kinesis Recorder DynamoDB Mapper S3 Transfer Mgr SQS Client SES Client AWS Global Infrastructure (Regions, Availability Zones, Edge Locations) Core Building Block Services Mobile Optimized Connectors Mobile Optimized Services Your Mobile App, Game or Device App AWS Mobile SDK, API Endpoints, Management Console Compute Storage Networking Analytics Databases Integrated SDK
  9. 9. Authenticate users Authorize access Analyze User Behavior Store and share media Synchronize data Deliver media Store shared data Stream real-time dataTrack Retention Send push notifications Manage users and identity providers Securely access cloud resources Sync user prefs across devices Track active users, engagement Manage funnels, Campaign performances Store user-generated photos Media and share them Automatically detect mobile devices Deliver content quickly globally Bring users back to your app by sending messages reliably Store and query fast NoSQL data across users and devices Collect real-time clickstream logs and take actions quickly Your Mobile App
  10. 10. Authenticate users Authorize access Analyze User Behavior Store and share media Synchronize data AWS Mobile SDK Amazon Mobile Analytics Deliver media Amazon Cognito (Sync) AWS Identity and Access Management Amazon Cognito (Identity Broker) Amazon S3 Transfer Manager Amazon CloudFront (Device Detection) Store shared data Amazon DynamoDB (Object Mapper) Stream real-time data Amazon Kinesis (Recorder) Track Retention Amazon Mobile Analytics Send push notifications Amazon SNS Mobile Push Your Mobile App
  11. 11. Powerful yet Flexible Simple yet Scalable Ready for the Present and Future proof
  12. 12. Simple and Scalable
  13. 13. Simplifies Identity and Access Management Securely access all AWS services from Mobile device Cross-device and Cross-platform Sync Implement security best practices “Your App data is secure, available offline, and kept in sync between devices” Synchronize user’s data across devices and platforms Manage users as unique identities across identity providers Guest Your own Auth
  14. 14. Sign up for AWS Account and login to AWS Management Console Download and integrate the Mobile SDK and store and sync user data in a dataset Create identitypool for authenticated and unauthenticated users in the AWS Console
  15. 15. Amazon Cognito (AWS IAM / STS) Java Python (boto) PHP .NET Ruby iOS Android JavaScript JavaScript
  16. 16. User Data Storage and Sync Any Platform iOS/Android/FireOS Store App Data, Preferences and State Save app and device data to the cloud and merge them after login Cross-device Cross-OS Sync Sync user data and preferences across devices with one line of code Work Offline Data always stored in local SQLite DB first. Works seamlessly when intermittent or no connectivity k/v data Identity pool
  17. 17. Unique identity across web and mobile Uniquely identify your user on your website and mobile devices Sync your profiles across web and mobile Sync user data and preferences across web and devices with one line of code JS/HTML5 Mobile Applications Data always stored in local SQLite DB first. Works seamlessly when intermittent or no connectivity
  18. 18. Concrete Software builds cross platform mobile games Concrete Software has been making hit mobile games like Jellyflop and PBA Bowling Challenge since 2003. With Amazon Cognito, We can build games much faster and provide great user experience to our customers. Keith A. Pichelman CEO, Concrete Software ” “ • Provide a seamless user experience across devices and platforms to our users. • Store save games in the cloud and synchronize them across all of a user’s devices without creating or hosting a backend. The Challenge The solution • Amazon Cognito helps us securely access our AWS resources. • Cognito Sync gives us flexibility to save data in the cloud, and cache it on a user’s devices, without managing any backend infrastructure.
  19. 19. Set granular access permissions on AWS resources Get fine-grained access control to cloud resources. Safeguard AWS Credentials No need to embed credentials in the app anymore. Get least-privileged temporary credentials. Helps implement security best practices Securely access any AWS Service. It simplifies the interaction with Security Token Service and removes the need of Token Vending Machine EC2 S3 DynamoDB Kinesis
  20. 20. Your own Username And Password Your own user authentication system Several apps prefer to have their own username and password instead of public identity providers for authentication. Manage mappings easily Cognito manages the mappings across login systems (public or private) using a unique Cognito ID Easily integrate with existing systems Implement GetOpenIdTokeForDeveloperIdentity() using our server-side SDKs like Java, Python, Ruby etc.
  21. 21. Amazon Cognito Amazon Mobile Analytics Amazon SNS Mobile Push Kinesis Recorder DynamoDB Mapper S3 Transfer Mgr SQS Client SES Client AWS Global Infrastructure (Regions, Availability Zones, Edge Locations) Core Building Block Services Mobile Optimized Connectors Mobile Optimized Services Your Mobile App, Game or Device App AWS Mobile SDK, API Endpoints, Management Console Compute Storage Networking Analytics Databases Integrated SDK
  22. 22. Cloud App Platform Services Mobile Apps
  23. 23. Amazon SNS Cross-platform Mobile Push Internet Apple APNS Google GCM Amazon ADM Windows WNS and MPNS Baidu CP Industry’s First! With Amazon SNS, developers can send push notifications on multiple platforms and reach mobile users around the world Android Phones and Tablets Apple iPhones and iPads Kindle Fire Devices Android Phones and Tablets in China iOS Windows Desktop and Windows Phone Devices
  24. 24. Fast reliable notification for every Email received is powered by SNS Customers love high scale and Reliability of SNS High-profile Startups trust SNS for their high-profile launches Secret.ly Advanced targeted notifications bring players back into the game Mature games increase retention using SNS Launched its Android App with SNS, no provisioning required Jetpack Joyride Fruit ninja
  25. 25. Amazon SNS Cross-platform Mobile Push Internet New features in 2014: Message Expiry Time Message Attributes Large Topics (Broadcast) CloudTrail Support iOS8
  26. 26. Mobile push lets our users live life together in the moment, even when they are miles apart. Founded in San Francisco in 2010 Social networking and messaging designed for close friends and family Two apps, Three platforms, 20 languages 5M+ DAU worldwide creating billions of monthly impressions
  27. 27. 35 AWS EC2 m3.xlarge instances Home-rolled code based on Tornado 6 Load Balancers Constantly trying to scale out, both at process level and server level Fighting to maximize throughput at packets per second level Never certain how many pushes we were sending or dropping
  28. 28. Amazon SNS Mobile Push
  29. 29. Zero to 500m+ daily push notifications almost overnight Highest available reliability and speed Easy migration $1 per million mobile push deliveries 10m 170m 500m Day 1 Day 2 Day 3 Path Daily SNS Mobile Push Deliveries (millions) …Rising
  30. 30. Powerful yet Flexible Simple yet Scalable Ready for the Present and Future proof
  31. 31. Powerful and Flexible
  32. 32. Amazon Cognito Amazon Mobile Analytics Amazon SNS Mobile Push Kinesis Recorder DynamoDB Mapper S3 Transfer Mgr SQS Client SES Client AWS Global Infrastructure (Regions, Availability Zones, Edge Locations) Core Building Block Services Mobile Optimized Connectors Mobile Optimized Services Your Mobile App, Game or Device App AWS Mobile SDK, API Endpoints, Management Console Compute Storage Networking Analytics Databases Integrated SDK
  33. 33. Store any NoSQL data and also map mobile OS specific objects to DynamoDB tables Recorder that can handle intermittent network connection Easily upload, download to S3 and also pause, resume, and cancel these operations Send email reliably from device Access distributed buffering and queuing service Kinesis Recorder DynamoDB Mapper S3 Transfer Mgr SQS Client SES Client
  34. 34. S3 Connector Multipart upload media (photos, videos, audio) Fault tolerant download (e.g. assets) No backend required Automatic retries Pause, resume, cancel functions Optimized for native OS
  35. 35. Outplay Entertainment –Amazon S3 Connector viaAWS Mobile SDK Outplay Entertainment is mobile-focused game developer on a mission to deliver fun, free and innovative games for smartphones, tablets, and social networks. With Amazon S3 connector, we can improve the users experience by dynamically downloading game assets in the background. No long up-front delays for our users. Douglas Hare CEO, Outplay Entertainment ” “ • Improved User Experience. Using the Mobile SDK, they can download the game assets in background while the user starts playing the game. No limits on downloading extra assets. • Dynamic updates. They can update the assets dynamically and avoid AppStore release cycles. • Unquestioned Scalability. Different assets for multiple screen densities go up to 170 MB+. By storing this data on S3 and directly downloading to the mobile device, they can scale seamlessly. • Excellent Performance. Highest resolution devices end up downloading about 90MB of extra content.
  36. 36. Amazon Kinesis RedshiftS3Kinesis enabled Apps on EC2 AWS Mobile SDK For sophisticated User Behavior Real-time Analysis Integrated AWS Mobile SDK Generic batching system that handles intermittent network connection and also optimize battery utilization
  37. 37. Hardlight (ASEGANetworks Studio) –Amazon Kinesis Hardlight (SEGA) is known for bringing SEGA’s much loved blue mascot to the mobile domain. AWS Mobile SDK Amazon Kinesis
  38. 38. Joe Anna Bob High Scores Joe 1500 Anna 800 Bob 750 Amazon DynamoDB Connector: Object Mapper Simplifies access to Amazon DynamoDB in you app Map client-side classes to Amazon DynamoDB tables Removes the need to transform objects into tables and vice versa
  39. 39. HitPoint Studios UsesAWS to GrowAudience and Cut Costs by 45% HitPoint is an independent casual online game developer with games on Facebook and mobile. HitPoint Studios uses AWS to grow our player base and cut hosting costs. We are also building our new mobile gaming platform on its infrastructure. • Reduced hosting and content delivery costs by over 45% • Delivers new game content weekly to 250,000+ MAU • Reduced server deployment, maintenance, and monitoring time to a single engineer • Allows us to do large marketing spends for UA without concern for server load from new users • Provides us with the infrastructure needed to build our new game platform with a small, focused team Chris Vigorito Technical Director, HitPoint Inc. ” “
  40. 40. Cognito User Management CloudFront Content Delivery DynamoDB Persistence SNS Notifications EC2 Compute Kinesis Event Streaming Elastic Map Reduce Data Analysis Client Elastic Beanstalk Auto-Scaling Mobile Analytics Analytics
  41. 41. timely manner own their mobile data
  42. 42. Scalable and Generous Free Tier Focus on metrics that matter. Usage reports available within 60 minutes of receiving data from an app Fast Scale to billions of events per day from millions of users. Own Your Data “Easily collect, visualize and understand your app usage data at scale” Data collected are not shared, aggregated, or reused
  43. 43. Sign up for AWS Account and create or use existing Cognito ID in the AWS Management Console View engagement and session activity reports in the AWS Management console within minutes Download and integrate the Mobile SDK with one line of code (Android/FireOS, iOS)
  44. 44. Key Business Metrics (with one line of code) 1. Monthly Active Users (MAU) 2. Daily Active Users (DAU) 3. New Users, 4. Daily Sessions, 5. Sticky Factor, 6. 1-Day Retention, 7. Avg. Revenue per DAU, 8. Daily Paying Users, 9. Avg. Paying DAU
  45. 45. Get behavioral insights into app specific actions that your users take Reports provide a view of how often custom events occur. You can add further context with Attributes and Metrics, to each custom event Examples Track the number of Likes/Shares, per article, in a news app Understand player abort rates per level, in a game Number of songs played, per user session, in a music app In-app item popularity in a shopping app
  46. 46. mobile client Amazon S3 Amazon RedshiftAmazon Mobile Analytics
  47. 47. mobile client Amazon S3 Amazon RedshiftAmazon Mobile Analytics Amazon SWF Segmentation Data Messaging Data Amazon SNS Segmentation & Messaging
  48. 48. 70Live score VotingPush notifications
  49. 49. 71 FORZA FOOTBALLSINCE 2012
  50. 50. OUR EXPERIENCE PRE AMAZON MOBILE ANALYTICS
  51. 51. 0 440,000 880,000 1,320,000 1,760,000 2,200,000 February 2012 October 2012 April 2013 November 2013 CHOOSE THE RIGHT TOOL 73 FROM THE BEGINNING Other Analytics tool
  52. 52. SCREENING THE MARKET WE TALKED TO ALMOST EVERY ANALYTICS VENDOR IN THE MARKET
  53. 53. THIS WAS IMPORTANT FOR US WHEN CHOOSING ANALYTICS TOOL 75 Pricing Flexible pricing (Pay as you use) Competitive pricing Features Retention Custom events Mobile friendly Data Ownership Export functionality No sampling
  54. 54. AMAZON MOBILE ANALYTICS + REDSHIFT VISUALIZE DATA THAT MATTERS TO YOU
  55. 55. DATA GUIDED DESIGN DEVELOP FEATURES BASED ON USAGE
  56. 56. SEGMENTATION BASED ON ACTIVITY WE WANT TO SEE WHICH GROUP USE EACH FUTURE 78 Low activity Medium activity High activity 1-4 days 5-12 days 13-14 days
  57. 57. VISUALIZATIONS BY TABLEAU
  58. 58. GROWTH PER COUNTRY THE WORLD CUP IS THE MOST INTERESTING FOR THE AMERICANS 80
  59. 59. PENETRATION USERS PER CAPITA 81
  60. 60. LEVERAGE ON MISSION VOTE PER COUNTRY 82
  61. 61. DEVICES IN FORZA FOOTBALL 83
  62. 62. PUSH NOTIFICATIONS CAN THE AMOUNT OF NOTIFICATIONS WE SEND AFFECT RETENTION?
  63. 63. PUSH NOTIFICATIONS RETENTION PER GROUP 65 DAYS 85 10-14 notifications retain best
  64. 64. PUSH NOTIFICATIONS RETENTION PER GROUP 148 DAYS 86 We can achieve 1.5x more users and more revenue if we send less notifications
  65. 65. Powerful yet Flexible Simple yet Scalable Ready for the Present and Future proof
  66. 66. Ready for the Present and Future proof
  67. 67. Devices Developers Manufacturers OSs(iOS, Android) 2 (OEMs) 50 1M 1.5B 5-6 100,000+ 5M+ 50 B+ Maker = Developer (The line is blurring) “Makers” Mobile App Ecosystem Connected Devices Ecosystem 5 years
  68. 68. 1. Data-In is free 2. Easily scalable with low response time 3. S3 for High Storage Capacity at low cost 4. Pay as you go model. Storing over 1 million videos a day using IP Cameras connecting to the cloud directly
  69. 69. Unique Identifier for Your “Things” “Headless” connected devices can also securely access cloud services. Save Data to the Cloud Save app and device data to the cloud and merge them after login Guest User Access Securely access AWS resources and leverage app features without the need to create an account or logging in Visitor Preferences Cognito Store Guest EC2 S3 DynamoDB Kinesis
  70. 70. Hardware, software, and cloud services for consumer robots BrainOS enables robots to sense, make decisions and take action through learning, not programming. Reduce years of programming time down to days of training: • Reduced product cost • Reduced development costs • Improved time-to-market
  71. 71. Software: BrainOS uses biologically-inspired algorithms for visual perception and sensorimotor control to enable robots to sense their environment, make decisions and learn. Hardware: bStem is a specialized low power, lightweight multi-core platform, with stereovision, designed to be an advanced brain for robots. Cloud: Cloud-based support and storage enables the BrainOS platform to supplement on-board computation.
  72. 72. Amazon S3 Amazon EC2 Amazon Cognito Amazon CloudWatch
  73. 73. Amazon Cognito Amazon Mobile Analytics Amazon SNS Mobile Push Kinesis Connector DynamoDB Connector S3 Connector SQS ConnectorSES Connector AWS Global Infrastructure (10 Regions, Availability Zones, 51 Edge Locations) Core Building Block Services Mobile Optimized Connectors Mobile Optimized Services Your Mobile App, Game or Device App AWS Mobile SDK, API Endpoints, Management Console Compute Storage Networking Analytics Databases Integrated SDK Powerful yet Flexible Simple yet Scalable Ready for the Present and Future proof
  74. 74. Amazon Cognito Amazon Mobile Analytics Amazon SNS Mobile Push Kinesis Connector DynamoDB Connector S3 Connector SQS ConnectorSES Connector AWS Global Infrastructure (Regions, Availability Zones, Edge Locations) Core Building Block Services Mobile Optimized Connectors Mobile Optimized Services Your Mobile App, Game or Device App AWS Mobile SDK, API Endpoints, Management Console Compute Storage Networking Analytics Databases Integrated SDK
  75. 75. Marco Argenti
  76. 76. http://bit.ly/awsevals

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