First, it’s useful to provide the context that the way we think about what Amazon.com is, the way we think about it at the highest levels of the Company, is that we have three macro and distinct businesses: our Consumer/Retail business, our Seller business, and our Developer business.
What you want is to be able to focus on these hard things that differentiate your business.
Heavy lifting comes into play whenever you are dealing with highly distributed software delivered over the web. Examples: Business groups being asked to forecast their server requirements out 4 quarters. Deploying website feature changes. Multiple groups must sign-off, slowing things down; and almost any group can break the deployment. Backup/recovery: putting data on tape in case storage fails, making sure it can be recovered from tape O/S upgrades: keeping up with security patches and other upgrades 95% of the problem traffic I receive is actually caused by some other dependent application run by someone else. High performance access to real-time data: thousands of attributes for hundreds of millions of items read tens of thousands of times a second taking under ten milliseconds with total reliability -- all the while supporting massive real-time data changes such as live stock levels. Scale: the system was easy at 100 customers, but then we had to rebuild it to get to 10,000. Now we need to do it all over again to get to 1M. Rinse and repeat. Can we survive a complete loss of a data center? Is all our data backed up flawlessly? But can we also access any piece we want, instantaneously? Why do I pay a hosting company for capacity each month that ends up going unused? And why does it take so long to adjust my capacity up or down as my needs change? At Amazon.com, we like to refer to all this heavy lifting as…
Tech Summit & AWS introduction
WELCOME TO AWS DEV TECH SUMMIT Iain Gavin, Country Manager – AWS UK and Ireland [email_address] @iaingavin
OVERVIEW OF AMAZON WEB SERVICES Iain Gavin, Country Manager – AWS UK and Ireland [email_address] @iaingavin
AMAZON’S THREE BUSINESSES Consumer (Retail) Business Tens of millions of active customer accounts Seven countries: US, UK, Germany, Japan, France, Canada, China Seller Business Sell on Amazon websites Use Amazon technology for your own retail website Leverage Amazon’s massive fulfillment center network IT Infrastructure Business Cloud computing infrastructure for hosting web-scale solutions Hundreds of thousands of registered customers
WHAT IS CLOUD COMPUTING? Cloud Computing gives you access to technology resources managed by experts and available on-demand. You simply access these services over the internet, with no up-front costs and you pay only for the resources you use.
WHAT IS AMAZON WEB SERVICES? Cloud computing platform that provides flexible, scalable, and cost-effective IT infrastructure for businesses of all sizes around the world… … running on the same reliable, secure technology platform used to power Amazon.com’s global web properties.
ATTRIBUTES OF AMAZON WEB SERVICES <ul><ul><li>No capital expenditure </li></ul></ul><ul><ul><li>Pay as you go and pay only for what you use </li></ul></ul><ul><ul><li>True elastic capacity; Scale up and down </li></ul></ul><ul><ul><li>Improves time to market </li></ul></ul><ul><ul><li>You can focus on what differentiates your business instead of managing the undifferentiated heavy lifting of infrastructure </li></ul></ul>
AMAZON WEB SERVICES (AWS) <ul><li>Compute </li></ul><ul><li>Amazon Elastic Compute Cloud (EC2) </li></ul><ul><li>Elastic Load Balancing </li></ul><ul><li>Auto Scaling </li></ul><ul><li>Storage </li></ul><ul><li>Amazon Simple Storage Service (S3) </li></ul><ul><li>AWS Import/Export </li></ul>Content Delivery Amazon CloudFront Messaging Amazon Simple Queue Service (SQS) Amazon Simple Notification Service (SNS) Payments Amazon Flexible Payments Service (FPS) On-Demand Workforce Amazon Mechanical Turk Parallel Processing Amazon Elastic MapReduce Monitoring Amazon CloudWatch Database Amazon SimpleDB Amazon Relational Database Service (RDS) Management AWS Management Console Tools AWS Toolkit for Eclipse Isolated Networks Amazon Virtual Private Cloud Your Custom Applications and Services
THE CLOUD SCALES: AMAZON S3 GROWTH Total Number of Objects Stored in Amazon S3 2.9 Billion 14 Billion 40 Billion 102 Billion 196 Billion
THE CLOUD SCALES: AWS GLOBAL REACH Ashburn, VA / Dallas, TX / Los Angeles, CA / Miami, FL / Newark, NJ / New York, NY / Palo Alto, CA / Seattle, WA / St. Louis, MO / Amsterdam / Dublin / Frankfurt / London / Hong Kong / Tokyo / Singapore US East (Northern Virginia) US West (Northern California) Europe (Dublin) Asia Pacific (Singapore) AWS Regions AWS CloudFront Locations
AWS PACE OF INNOVATION » AWS Services in N. California » AWS Multi-Factor Authentication » AWS Management Console » AWS Economics Center » AWS in Education » AWS Security Center » SAS70 Type II Audit » More services in EU » Lower EC2 Pricing » Lower S3 Pricing » Lower pricing for Outbound Data Transfer » AWS Solution Provider Program » Amazon EC2 » Amazon S3 » Developer Portal & Forums » Amazon SQS » Amazon Mechanical Turk » Amazon SimpleDB » Amazon Flexible Payments Service » S3 in Europe » EC2 new instance types » AWS Start-Up Challenge » Amazon Simple Notification Service » RDS Multi-Availability Zone Support » S3 Reduced Redundancy Storage » New Locations and Features for CloudFront » S3 Bucket Policies » Cluster Instances for EC2 » Premium Support » Amazon CloudFront » EC2 Elastic IP addresses & Availability Zones » Windows Server, MySQL, Oracle, & JBoss on EC2 » Lower Data Transfer Costs » Public Data Sets » Elastic Block Store » EC2 SLA » EC2 in EU » S3 Tiered Pricing » EC2 Reserved Instances » New SimpleDB Features » IBM on EC2 » Windows Server 2008 on EC2 » Amazon RDS » Amazon Virtual Private Cloud » Amazon Elastic MapReduce » EBS Shared Snapshots » Monitoring, Auto Scaling & Elastic Load Balancing for EC2 » AWS Import/Export » AWS Services in Singapore » RDS Reserved Database Instances » RDS Read Replicas & Lower Pricing » Lower Outbound Transfer Pricing » Data Transfer Usage Tiers » Consolidated Billing for AWS » Amazon S3 Versioning Feature » EC2 High Memory Instances » Micro Instances » Lower Pricing for EC2 High Mem Instances » Identity & Access Management » Amazon Linux AMI » Oracle on EC2 » New EC2 Features » SUSE Linux on EC2
<ul><li>More new services + lots of customer-requested features for existing services </li></ul><ul><li>More geographies </li></ul><ul><li>Make it easier to build applications on AWS </li></ul><ul><li>Drive down cost structure for customers </li></ul><ul><li>Additional billing and user management features </li></ul><ul><li>Continued emphasis on operational excellence and security </li></ul>AWS ROADMAP THEMES
WHAT YOU WANT <ul><ul><li>Your Idea </li></ul></ul><ul><ul><li>Successful Product </li></ul></ul>
REALITY <ul><ul><li>Your Idea </li></ul></ul><ul><ul><li>Successful Product </li></ul></ul><ul><ul><li>Undifferentiated “Heavy Lifting” </li></ul></ul>
HEAVY LIFTING = PRICE OF ADMISSION Server hosting Bandwidth management Contract negotiation Purchase decisions Moving facilities Scaling and managing physical growth Heterogeneous hardware Legacy software Coordinating infrastructure teams
AWS GOAL: FLIP THIS EQUATION AWS Cloud-Based Infrastructure Developing Developing Managing All of the “Undifferentiated Heavy Lifting” Configuring Your Cloud Assets 70% 30% 70% On-Premise Infrastructure 30%
DEV/TEST PARTNER ECOSYSTEM Full listing - http://aws.amazon.com/solutions/solution-providers/
<ul><li>2:00pm – 2:30pm: Doors Open </li></ul><ul><li>2:30pm – 3:00pm: Overview of Amazon Web Services </li></ul><ul><li>3:00pm – 3:40pm: Architecting Applications in the Cloud </li></ul><ul><li>3:40pm – 3:50pm: Break </li></ul><ul><li>3:50pm – 5:10pm: Customer Tech Talks & Q&A </li></ul><ul><li> Jim Brown – Chief Technical Officer, Cloudmade </li></ul><ul><li> Andy Nichol – Director, Commercial Product Delivery, Telegraph Media Group </li></ul><ul><li> Martin Frost – Chief Architect, Playfish </li></ul><ul><li> Craig Box – IT Architect, Symbian Foundation </li></ul><ul><li> Michael Brunton-Spall – Developer Advocate, guardian.co.uk </li></ul><ul><li>5:10pm – 5:20pm: Getting Started with AWS Tools </li></ul><ul><li>5.20pm – 5.25pm: Wrap up </li></ul><ul><li>5:25pm – 6:30pm: Beer & Networking </li></ul>AGENDA