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Melodeo Nutsie is powered by AWS


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VP of Engineering talks about how they use AWS
AWS Enterprise Tour 2010 - Seattle

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Melodeo Nutsie is powered by AWS

  1. 1. Going nuTsie on AWS
  2. 2. Who is Melodeo? <ul><li>Company </li></ul><ul><ul><li>Founded 2003 & backed by Ignition, Voyager, GF Capital, Intel </li></ul></ul><ul><ul><li>Headquartered in Seattle </li></ul></ul><ul><ul><li>nuTsie Music Service & Mobile Apps = flagship products </li></ul></ul><ul><li>Management team with proven track record of success </li></ul><ul><ul><li>Senior team built & ran Tegic; T9 has shipped on 3 billion devices </li></ul></ul><ul><ul><li>Strong music industry background, GRAMMY nominated, multi-platinum band </li></ul></ul><ul><li>Worldwide operator/OEM/media/ brand partners </li></ul>
  3. 3. Melodeo in the Market <ul><li>3M mobile downloads </li></ul><ul><li>#1 selling paid music app in iPhone App store </li></ul><ul><li>#1 selling music app at Alltel </li></ul><ul><li>#1 selling music app on Danger Sidekick </li></ul><ul><li>April – ran 6 days as the #1 application on iPhone </li></ul><ul><li>Multi-platform… </li></ul><ul><ul><li>Web </li></ul></ul><ul><ul><li>Android </li></ul></ul><ul><ul><li>iPhone </li></ul></ul><ul><ul><li>Blackberry </li></ul></ul><ul><ul><li>BREW </li></ul></ul><ul><ul><li>Danger </li></ul></ul><ul><ul><li>Windows Mobile </li></ul></ul><ul><ul><li>J2ME </li></ul></ul>
  4. 4. Top 100s Radio Apps
  5. 5.
  6. 6. nuTsie…a Better iPod <ul><li>Access your entire collection </li></ul><ul><ul><li>No memory limitations </li></ul></ul><ul><li>Stay in sync automatically and wirelessly </li></ul><ul><ul><li>No need to connect and side-load to update </li></ul></ul><ul><li>Listen to new music recommendations based on your collection </li></ul><ul><ul><ul><li>Your music never gets stale </li></ul></ul></ul><ul><li>Stay in touch with what’s new and popular </li></ul><ul><ul><li>Listen to regularly updated featured music selections </li></ul></ul>
  7. 7. V3 User Experience – Soft iPod
  8. 8. nuTsie Load Stats <ul><li>20 Million Pageviews/month on the website </li></ul><ul><li>20+ minute dwell time </li></ul><ul><li>500,000+ Songs/day </li></ul><ul><li>Over 3M mobile client downloads </li></ul><ul><li>Bursts of up to 5M songs/day </li></ul><ul><ul><li>nuTsie/Bing app went to #1 for 6 days on Apple App Store </li></ul></ul><ul><ul><li>10x increase in traffic handled immediately </li></ul></ul>
  9. 9. nuTsie on AWS <ul><li>EC2 </li></ul><ul><ul><li>Various sizes, reserved instances </li></ul></ul><ul><li>S3 </li></ul><ul><ul><li>Many TB of content in S3 </li></ul></ul><ul><ul><li>Use as our CDN </li></ul></ul><ul><li>Cloudfront </li></ul><ul><ul><li>Javascript, CSS, flash </li></ul></ul><ul><li>SQS </li></ul><ul><ul><li>Reliable IPC </li></ul></ul><ul><li>Elastic Load Balancer </li></ul><ul><ul><li>Front-end for HA Proxy </li></ul></ul><ul><li>Autoscaling/Cloudwatch </li></ul><ul><ul><li>We use autoscaling for some services </li></ul></ul><ul><ul><li>Built our own autoscaler for others </li></ul></ul>
  10. 10. System Architecture Media Masters Album Art Transcoded Music User Lockers MySQL Web Servers Mobile Servers Playlist Gen/ Reco Engine User Upload Processing HA Proxy Cloud Storage Content Mgt User Forums Memcached Admin/ Monitoring ZenOS Transcoding
  11. 11. Queue-Based Autoscaling SQS Requestor Requestor SQS SQS – Transcoding Requests BitGrinder’ EggBeater Starts/Stops Bitgrinders BitGrinder 2 BitGrinder N Evaluates Queue Backlog Put Get Put Output File Input File S3
  12. 12. Hosting Service History <ul><li>Bought and hosted our own servers, load balancers, firewalls, etc. at a colocation facility. </li></ul><ul><li>First moved to S3 as our CDN late 2008. </li></ul><ul><li>Complete EC2 migration in Q109. </li></ul><ul><li>All Amazon services combined (S3, EC2) saving us ~40% month from our previous bandwidth + colo charges (racks, power, etc). </li></ul><ul><li>Would have had to purchase additional rack servers based on traffic, so we’ve saved an additional $10-20K since then. </li></ul><ul><li>EC2/S3 has replaced what was probably $250K in capital expense. </li></ul><ul><li>We get substantial flexibility in scalability to support new big deals. Bing! </li></ul>
  13. 13. Notes from Experience <ul><li>S3 has been a huge win (music streaming). </li></ul><ul><li>Database scalability – even X-large instances are memory constrained, especially for large table indexes. </li></ul><ul><li>There are some great open source tools out there… </li></ul><ul><ul><li>S3 Organizer (Firefox plugin) </li></ul></ul><ul><ul><li>Elasticfox (Firefox plugin) </li></ul></ul><ul><li>Large instances are 4x the cost… but for our app more than 4x the performance. The reason – I/O. </li></ul><ul><li>We ended up using more instances than we thought we would. </li></ul><ul><li>You do need some kind of management console once you have more than a handful of servers. We use ZenOSS. Take a look at Rightscale and Ylastic. </li></ul>
  14. 14. Upcoming Cloud Projects <ul><li>Converting to RDS </li></ul><ul><ul><li>Hosted MySQL </li></ul></ul><ul><li>Starting to use SNS for notification delivery </li></ul><ul><ul><li>Operations-oriented notifications </li></ul></ul><ul><li>Elastic Map Reduce (EMR) for log analysis </li></ul><ul><li>Cloudfront for top music content </li></ul><ul><ul><li>Primarily a cost optimization, not performance </li></ul></ul><ul><li>Virtual Private Cloud </li></ul><ul><ul><li>Wiki, source control, etc </li></ul></ul>
  15. 15. Final Observations <ul><li>Absolutely compelling for new projects. </li></ul><ul><li>Not just for autoscaling-oriented systems. </li></ul><ul><li>My operations team spends more time on the right things. </li></ul><ul><li>Will change company culture around compute resources. </li></ul><ul><li>Bob Wise </li></ul><ul><li>VP Engineering </li></ul><ul><li>Melodeo, Inc </li></ul><ul><li>[email_address] </li></ul><ul><li>. </li></ul><ul><li> </li></ul><ul><li>V2.0 </li></ul>