This Presentation has been exported from the recent Joint Webinar we had with Amazon Web Services. The overall webinar agenda: 1) AWS CloudFront Solving your Content Distribution needs with respect to Latency, Edge Locatons, POPs, On Demand & Live Streaming. 2) BlazeClan's Solution Stack Architecture Completing the CloudFront Story. 3) How this company with more than 15 Million Downloads benefited using CloudFront. 4) A comparative Study between Just-Dial on CloudFront Vs Rediff. 5) If You're already on CloudFront, You might want to check this Log analyzing Tool Cloudlytics to optimize your End User Performance!

1. Amazon’s Content
Delivery Service
Amazon CloudFront
Santanu Dutt
Solution Architect
Amazon Seller Services
JOINT
WEBINAR
Varoon Rajani
President - Cloud Consulting
BlazeClan Technologies
1

2. the story so far ...
2

3. AWS’ global infrastructure …
9 Regions
Go Global in Minutes
25 Availability Zones 51 Edge Locations
3

4. …to go with AWS services
4

5. How it Works
• A content delivery network (CDN) uses a network of servers in
geographically dispersed locations (edge locations) to cache copies of
content close to end users, lowering latency when they download or stream
the objects.
• When a specific page, file, or program is requested by a user, the server
dynamically selected to deliver the content is based on closest network
proximity or the one with the fewest network hops to the end user.
• Content is replicated across edge locations providing redundancy.
5

6. CDN Benefits
• Improves customer experience with faster page loads - bounce rates
go down and customers stay on your site longer.
• SEO benefits: site speed and load times are important to search
engine ranking.
– A study by Google showed that every ½ second of page load time dropped
customer traffic by 20%. Google factors in page load times in their quality
score.
• Takes load off your web server, brings in scalability.
• Reduces costs.
• Provides protection: redundancy across multiple servers/locations.
6

7. The Amazon Way
Reduced
Prices
More
Customers
• Customer Centric
• Cost Effective
• Think Big Picture
Customer
Obsession
Economies
of Scale->
Lower Costs
More AWS
Usage
More
Infrastructure
7

8. CloudFront
Your Partner in Customer Experience
8

9. Customer Focus
• Global availability &
performance
• Deliver all of
your content
• Easy to use
9

10. Deliver All of Your Content
SSL
User
Input
Dynamic
Video
Static
10

12. Streaming
• Refers to delivering audio and video to end users on the
internet without having to download the media file prior
to playback
• Potential benefits for you and your end-users
– Give viewers more control over their viewing experience (seek forward)
– Give you more control over your content (no file remains on the viewer's
computer after watching)
– Reduce your costs as it only delivers portions of a media file that the
viewers actually watch
• Protocols used for streaming include
– Proprietary : Adobe’s Real Time Messaging Protocol (RTMP + tunneled
and encrypted variants)
– HTTP based : Apple’s HTTP Live Streaming (HLS), Adobe’s HTTP
Dynamic Streaming (HDS) and Microsoft’s Smooth Streaming (SS)
12

13. On-Demand Streaming
• 3 Options
– Media files converted to one of the supported format, stored in
Amazon S3 (or a custom origin). You can then use S3 as an origin for
an Amazon CloudFront web distribution.
– Run a third party streaming server (e.g. Wowza Media Server
available on AWS Marketplace) on Amazon EC2 which can convert a
media file to the required HTTP streaming format (HLS, HDS or SS).
This server can then be designated as the origin for an Amazon
CloudFront distribution.
– Stream using RTMP, you can store your media files on Amazon S3
and use it as the origin for an Amazon CloudFront RTMP distribution.
13

14. Live Streaming
• 3 solutions to deliver live events over HTTP
• Each relies on an encoder and a media service or server,
fragments are cached in CloudFront and can be encoded on
different bit rate
• 3 Solutions :
– Wowza Media Server 3.6 : Apple HTTP Live Streaming (HLS), Adobe HTTP
Dynamic Streaming (HDS) and Microsoft Smooth Streaming
– Adobe Media Server 5.0 : Flash Player and Apple iOS devices. Amazon EC2
(running AMS 5.0) must be configured as the origin for a CloudFront web
distribution
– Windows Media Services for live Smooth Streaming : Live media over HTTP to
both Microsoft Silverlight clients and Apple iOS devices
• AWS CloudFormation template are provided to handle
provisioning and sequencing for all the AWS resources of
streaming stacks
14

15. Elastic Transcoder
• ManagedTranscoding
Workflow
• Seamlessly Scalable
• Cost-effective & Pay/Min.
• Integrated with AWS
services
15

16. CloudFront’s Global Customer Reach
9 Regions
46 Edge Locations
Edge Location
AWS Region
http://aws.amazon.com/about-aws/globalinfrastructure/

17. Industry Leading Availability
Global Availability*
100
99.5
99
98.5
98
97.5
97
Cloudfront
CDN B
CDN C
CDN D
CDN E
*Data from Cedexis, Last 30 Days, Availability measured over All Cedexis Regions. 12/30/13
17

18. CloudFront Top Tier Performance
600
Response Time (Latency) Performance*
500
95th Percentile
400
ms
75th Percentile
300
25th Percentile
10th Percentile
200
100
0
CDN E
Cloudfront
CDN B
CDN D
CDN C
*Data from Cedexis, Last 30 Days, Response Time Measure of the United States. 11/12/13
18

19. Popular CloudFront Features
Video Streaming
• RTMP (Flash) and HTTP(S) delivery
• Adaptive Bitrate Streaming
Dynamic Content Acceleration
• Low Minimum Content Expiration
Periods (TTL=0)
• Multiple Cache Behaviors
• Multiple Origin Servers
• Origin Connection Protocol
• Viewer Connection Protocol
• Zone Apex Support
• Query String & Cookie Support
• Put/Post HTTP Verb Support
Security
• Private Content
• Custom SSL Support
• Geo Restriction
Content Management
• AWS Management Console
• Full control via APIs
• Programmatic Invalidation
• Industry-compliant, detailed
Access Logs
Price Flexibility
• Pay for Use
• Price Classes
• Reserved Capacity Private Pricing
19

20. Manage Your Content Your Way
API
Console
POST /2012-07-01/distribution HTTP/1.1
Host: cloudfront.amazonaws.com
Authorization: AWS authentication string
Date: time stamp
Other required headers
<?xml version="1.0" encoding="UTF-8"?>
<DistributionConfig
xmlns="http://cloudfront.amazonaws.com/doc/2
012-07-01/">
20

21. Accelerate Your Site in 15 minutes
• Frictionless self-service signup
• No set-up or platform fees
• No custom code
• No re-architecting required
21

22. Help When You Need It
• Enabled Self Service
• AWS Solution Architects
• 24 Hour AWS Customer Service
• Dedicated Support Engineers
• Fast Response Times (<15 mins)*
* Depends on level of Premium Support (http://aws.amazon.com/premiumsupport/)
22

23. Competitive, Flexible Pricing
Data Transfer
Economies of Scale
Price per GB
• On-demand, pay for
use pricing
• Same pricing for Static
and Dynamic Content
• Commitment based
private pricing
Data Transfer
Public Rates
Private Rates
23

24. The Big Picture
24

25. CloudFront and the AWS Ecosystem
• Integrates with AWS resources
– DNS, Video Transcoding, Storage, Compute,
Load Balancing, Marketplace, etc.
• Improves scalability of other
Amazon resources
• Discounts on data transfer from
Amazon S3 & EC2 to CloudFront
25

26. Your Partner in
Customer Experience
Dynamic Content
OR
Amazon CloudFront
example.com
Elastic Load
Balancing
*.php
Amazon EC2
Custom Origin
Static Content
*.jpg
OR
Amazon S3
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Custom Origin

28. 28

29. Santanu Dutt
santanu@amazon.com
29

30. Technology Challenges across various Media Sectors
Broadcasters
•
•
•
Faster Real time
Encoding &
Distribution with
minimum latency.
Large &
unpredictable
Storage Capacity
Requirement.
Publishers
•
Faster Content
Delivery on multiple
platforms & devices a
necessity.
Need to Identify
Usage patterns.
Variable Storage •
Requirements for a
variety of rich
content.
End user
analysis of
content usage
patterns.
Gaming
•
Maximizing UX by
minimum time delays
both in real time &
downloads.
•
Player behaviour
analytics during real
time multiplayer
gaming.
Studios
•
•
Global Content
Distribution
requirements.
30

31. The 5 Major Challenges
Large Scale Data
Transfer &
Storage
1
Content
Distribution
Analytics
Expensive, Slow &
Bandwidth
Intensive
5
Live Media
Streaming
2
Expensive
Infrastructure,
Reduced scope of
Reusability
Content
Distribution
4
Content
Transcoding
3
Usage analysisExpensive & lacks
detailed analysis.
Expensive for large
Data Sets, multiple jobs
to be processed in
different formats
31
Vendor Lock-ins,
Relatively Expensive,
Technology
Improvement

32. 1. Large Scale Data Transfer & Storage
AWS import /
export
Pre-recorded
media content
AWS Gateway
File transfer
accelerator
 STORAGE
Media stored rapidly to S3 Buckets using AWS Gateway
or Import/Export along with File Transfer Accelerator
Large Scale
Data Transfer
& Storage
Live Media
Streaming
Content
Transcoding
32
Content
Distribution
Content
Distribution
Analytics

33. 2. Live Media Streaming
Live Media
Stream
Live
Streaming
Live Media
Encoder
File transfer
accelerator
Streaming Server on
EC2 instance
 LIVE STREAM
Live media using third party Encoder and file transfer
accelerator streamed from streaming servers or EC2
instances
Large Scale
Data Transfer
& Storage
Live Media
Streaming
Content
Transcoding
33
Content
Distribution
Content
Distribution
Analytics

34. 3. Content Transcoding
AWS Glacier
(Archival)
SQS
AWS Elastic
Transcoder
SQS
S3 Bucket
transcoded files
Cloud Front origin
 TRANSCODE
Using Amazon’s own Elastic Transcoder equipped
with multiple formats content encoded from and to S3
Buckets
Large Scale
Data Transfer
& Storage
Live Media
Streaming
Content
Transcoding
34
Content
Distribution
Content
Distribution
Analytics

35. 4. Content Distribution
Edge
Locations
Cloudfront
Streaming
Distribution
Cloudfront
Cloudfront
Streaming
Distribution
 CONTENT DISTRIBUTION
Transcoded content, streamed to various Edge
Locations using Amazon CloudFront
Large Scale
Data Transfer
& Storage
Live Media
Streaming
Content
Transcoding
35
Content
Distribution
Content
Distribution
Analytics

36. 5. Content Distribution Analytics
 CLOUDLYTICS –
USAGE PATTERN ANALYSIS
•
•
Live Media
Streaming
•
Content
Transcoding
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Identify Popular Downloads &
Streams
Get Streaming Pattern for Video
content
•
Large Scale
Data Transfer
& Storage
Identify Edge Location Traffic &
optimize AWS Billing
•
Amazon Edge
Locations now in
Mumbai & Chennai !!
Geographical Distribution
of Downloads/Streams
Improve User Experience
by Optimizing Latencies
Content
Distribution
Content
Distribution
Analytics

37. Complete Solution Architecture
AWS
import /
export
Pre-recorded
media
content
AWS Glacier
(Archival)
AWS
Gateway
Live Media
Stream
Live Media
Encoder
Corporate Data
center
File
transfer
accelerator
Edge
Locations
Mobile
Devices
Cloudfront
Streaming
Distribution
AWS Elastic
Transcoder
SQS
SQS
File
transfer
accelerator
Cloudlytics – S3 /
CloudFront Log
analytics
S3 Bucket
transcoded files
Cloud Front origin
Gaming
Console
Live Streaming
Streaming Server on
EC2 instance
Cloudlytics – S3 /
CloudFront Log
analytics
37
Cloudfront
Streaming
Distribution
AWS Cloud
Web Clients

38. Case Study – Content Distribution
on Cloud
15 Million+ Downloads a Year
38

39. Business Case
• Customer
• US based multi-Billion Dollar Enterprise
• Engineering & Technology Company
• Downloads
• 15 Million Unique Downloads a Year
• 60 MB Average file size for each download
• Requirement
• Move the download infrastructure from current set up to AWS
• Download requests from embargoed nations to be blocked
• Go live in 30 days
39

40. Challenges
15 Million Downloads
a Year, with 60 MB
average download
file size.
Downloads from all
the continents except
Antarctica.
The infrastructure to
support downloads
should be cost
effective.
Prevent spam
downloads to
prevent bandwidth
loss.
Payload Scale
Costs
Deploy a secured
way to download
files.
Block download
requests from
embargoed nations.
Development,
Testing &
Deployment of the
complete
infrastructure in 30
days.
Security &
Compliance
Rapid
Deployment
40
Download rate from
all locations should
match the current
infrastructure.
Download
Infrastructure should
scale to meet the
demand peaks for
new version updates.
Application should
have High
Availability & should
be Fault Tolerant.
Download
Performance

41. BlazeClan’s Solution
Solution delivered in
30 days using Agile
Development
Processes
For Cost Effective,
Scalable & Highly
Available
Infrastructure
Amazon CloudFront
for Download
Distributions
Agile
Development
Amazon Web
Services
Pre-build tools for
load testing
Tested with loads of
300,000 hits per hour
Application
developed using
Spring Java
Secured downloads
using CloudFront
signed URLs
Load Testing
Security
41

42. Solution Architecture
High Availability
Scalable
Oracle RDS with Standby
Instance
Amazon S3 as Origin File
server for CloudFront
Amazon CloudFront for
Download Distributions
Secured CloudFront
downloads using signed
URLs
Architecture
42

43. Advantage
Agile Development led
to on time delivery.
Automated load testing
& Vulnerability Testing
reduced Testing Cycle
duration.
Offshore development
& remote deployment.
Open Source Spring Java
as development tool.
AWS Pay-as-you-go
deployment.
Quick
Turnaround
Low Cost
Solution
Faster performance
compared to the
existing infrastructure.
Highly Available & Fault
Tolerant Solution.
Secured.
Improved
Performance
Secure & Reliable
43

44. Let’s talk Business!
44

45. 45

46. Cloudlytics
• Cloudlytics - Analyze your Amazon S3
& CloudFront Logs
• Simpler and Faster way to
analyze logs
• Get detailed analysis of access
requests for your online assets
• Cloudlytics is a large scale big data
analytics tool available as a service
46

47. Get Started in 3 Easy Steps
Register for Free
Configure your
Log buckets
Analyze &
Generate Reports
47

48. Geographic Region Wise Statistics
FAILED
DOWNLOADS
PARTIAL
DOWNLOADS
OS
STATS
COMPLETE
DOWNLOADS
BROWSER
STATS
48

49. Edge Location Detailed Statistics
Check which
Country has
Maximum
Requests
Check
Edge
Location
Check
Edge
Location belonging
to which Country
Check Edge
Location Traffic by
Clicking from Map
49

50. Custom Reports
50

51. Array of Reports
IP REPORTS
CONTENT DOWNLOAD
REPORTS
POPULAR DOWNLOADS
REPORTS
TIMELINE
REPORTS
51

52. Advantage - Cloudlytics
Get Geographical
Distribution of
Downloads
& Streams
Get
Streaming
Pattern for
Video
Content
Identifying
Popular
Downloads
& Streams
Identify
Spam
Attacks
Identify Edge
Location Traffic
and optimize
AWS Billing
Improve User
Experience by
Calculating &
Optimizing Latencies
52

53. Advantage - Cloudlytics
• Scalable & Reliable
• Developed using Amazon
Web Services tools like
Amazon EMR & Amazon
Redshift
• Developed by BlazeClan
Technologies, leading Consulting
Partner with Amazon Web Services
• Pay as you go service with no
contracts and no lock-ins
53

54. 300 + Counting !!
Cloudlytics currently has 300+ Users
With a 10% Paid Customer Base!
54

55. Comparing AWS – Just Dail & Rediff
55

56. Visual Progress Graph
56

57. Timing Graph
57

58. Byte Load – Content Type
58

59. Content Break-up and Requests – Justdial
http://amazontest.justdial.com/Mumbai/North-Indian-Restaurants/ct-4578
59

60. Content Breakup and Requests - Rediff
http://www.rediff.com/movies
60

61. Thank you
For your Content Distribution Requirements,
contact us at info@blazeclan.com
http://blog.blazeclan.com/
61