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Amazon’s Three Businesses




Consumer (Retail)         Seller            IT Infrastructure
    Business             Business               Business

Tens of millions of   Sell on Amazon         Cloud computing
active customer       websites               infrastructure for
accounts                                     hosting web-scale
                      Use Amazon             solutions
Seven countries:      technology for your
US, UK, Germany,      own retail website     Hundreds of
Japan, France,                               thousands of
Canada, China         Leverage Amazon’s      registered customers
                      massive fulfillment
                      center network
The Cloud
KEY BENEFITS TO RUNNING IN THE AWS CLOUD


     Lowers Cost              Increases Agility
    Eliminates Capital
                              Reduces Time to Market
       Investment
                               Removes constraints
 Reduces Operational Costs




  Removes the “Heavy              Foundation for
       Lifting”                  21st Century
   Leverages Scalability,
   Reliability and Security
                                 Architectures
The pace of innovation in 2009
                                                                                              » Amazon EC2 with Windows Server
                                                                                                 2008,
                                                       » AWS Multi-Factor Authentication      Spot Instances,
                                                       » Virtual Private Cloud                Boot from Amazon EBS
               » Reserved Instances in EU Region       » Lower Reserved Instance Pricing      » Amazon CloudFront Streaming
               » Elastic MapReduce                                                            » Amazon VPC enters Unlimited Beta
               » SQS in EU Region                                                             » AWS Region in Northern California
                                                                                              » International Support for AWS
                                                                                                 Import/Export
                                                                             » Amazon RDS
   » New SimpleDB Features                                                   » High-Memory Instances
   » FPS General Availability           » AWS Security Center                » Lower EC2 Pricing                           » Amazon SNS




          »  Amazon EC2 with Windows          » Amazon Elastic MapReduce           » Amazon CloudFront
          »  Amazon EC2 in EU Region             in Europe                            Private Content
          »  AWS Toolkit for Eclipse                                               » SAS70 Type II Audit
          »  Amazon EC2 Reserved                                                   » AWS SDK for .NET
              Instances
                                  » AWS Import/Export                                                 » Amazon EC2 Reserved Instances
                                                                  » EBS Shared Snapshots
                                  » New CloudFront Feature                                               with Windows, Extra Large High
» Lower pricing tiers for                                         » SimpleDB in EU Region
                                  » Monitoring, Auto Scaling &                                           Memory Instances
   Amazon CloudFront                                              » Monitoring, Auto Scaling &
                                  Elastic Load Balancing                                              » Amazon S3 Versioning Feature
» AWS Management Console                                             Elastic Load Balancing in EU
                                                                                                      » Consolidated Billing for AWS
                                                                                                      » Lower pricing for Outbound Data
                                                                                                         Transfer
And pace accelerates in 2010….
                                                                                                »Free Monitoring EC2
       » Amazon SNS                                            » RDS Reserved                   »Amazon Route 53
       » Combined AWS Data Transfer                            » CloudFront Default Root        »PCI DSS Level 1 Certification
       Savings                                                 » Startup Challenge 2010         »Mobile SDKs (Android, iPhone)
       » Amazon EMR Bootstrap Actions                          » CloudFront Invalidation        »Large Object S3 Support
       » Amazon ELB Session Stickiness                                                          »Florida POP
       » Amazon RDS in EU                                                                       »Import/Export APAC
       » New Singapore Region                                                                              » AWS Elastic Beanstalk
                                          »   CloudFront HTTPS
                                                                          » Amazon RDS Read Replicas       » Amazon Simple Email Service
                                          »   NYC Edge Location
                                                                          » Suse EC2 Linux                 » Improved AWS Support “Bronze”
                                          »   Lowers Pricing HTTP
                                                                          » Amazon SNS Console             » Amazon CloudWatch Console
  » EMR JobFlow Debugging                 »   AWS Import Export GA
                                          »   Amazon SNS                  » Amazon ELB HTTPS                           » VM Connector
  » Simple DB Consistent Reads
                                          »   Amazon S3 Console           » AWS Free Tier                              » Tokyo Region
  » Simple DB Conditional Puts
                                          »   Amazon EBS CloudWatch       » EMR Resizing Cluster                       » AWS Support JP




                                                                                                                                  » New VPC
                                             » Amazon SQS Longer                   » Amazon S3 Lowered Pricing                    » Dedicated
              » AWS Java SDK
                                             retention, Free Tier                  » CloudFront GA, SLA                           Instances
              » Windows BYOL
                                             Amazon S3 Bucket Policies             » S3 Multipart                                 » Windows
              » Singapore Pop
                                             » Amazon VPC IP Address               » GPGPU Instance Types                         2008 R2
              » CloudFront
                                             » Cluster Compute Instances           » ISO27001/2 Certification
              Private Streaming
                                             » Amazon S3 RRS      » Lowered Pricing EC2
                                             Notifications        » AWS IAM                                   » AWS CloudFormation
» Amazon EC2 Reserved Instances                                   » Amazon VPC Console                        » Amazon S3 Static Websites
                                    » VPC in EU
   with Windows, Extra Large High                                 » Micro Instances                           » AWS IAM Website Login
                                    » Amazon RDS in US-west
   Memory Instances                                                                                           » Paris Edge Location
                                    » Amazon CloudFront Access » Amazon Linux AMI
» Amazon S3 Versioning Feature                                    » Amazon EC2 Tagging,
                                    Logs
» Consolidated Billing for AWS                                    Filtering, Idempotency,
                                    » Amazon RDS Multi-AZ
» Lower pricing for Outbound Data                                 » Oracle Certified AWS
                                    » Amazon S3 RRS
   Transfer                                                       » AWS PHP SDK
                                    » Amazon RDS Console
Each day,                       AWS adds
the equivalent server capacity to power
 Amazon when it was a global, $2.76B
        enterprise (circa 2000)
The “Living” AWS Cloud

                         Tools to access
                         services


                         Cross Service
                         features



                         High-level
                         building blocks




                         Low-level
                         building blocks
#1
Flexibility
and the power of choice
Flexibility is the key

       Can use any Programming Model, Language or
       Operating System or Database


       Can use any service individually or in any combination


       Can use as much or as little and only pay for what was
       consumed

       Can use any existing System Management Tools and
       extend the datacenter into the Cloud
Flexibility with Certified Licenses - BYOL
                  Microsoft Exchange Server, Microsoft SharePoint Server,
                  Microsoft SQL Standard Server, Microsoft SQL Enterprise
                  Server, Microsoft Lync Server, Microsoft System Center
                  servers, and Microsoft Dynamics CRM through License
                  Mobility Software Assurance
                  Oracle fully supports Oracle E-Business Suite, Oracle’s
                  PeopleSoft Enterprise, Oracle’s Siebel CRM, Oracle Fusion
                  Middleware, Oracle Database, and Oracle Linux on the
                  portion of AWS EC2 which uses Oracle VM.

                  IBM DB2, Informix, Lotus® Forms Turbo, WebSphere®
                  Application Server, WebSphere® sMash, WebSphere Portal
                  Server, Lotus® Web Content Management Standard
                  Edition , InfoSphere Information Server, Lotus Domino®,
                  Lotus Web Content Management Standard Edition®, Tivoli
                  Monitoring®

                  SAP® solutions, including SAP® Rapid Deployment solutions
                  and SAP® BusinessObjects™ solutions,
US West           US East                               Asia Pacific         Asia Pacific
                                      Europe West
  (Northern         (Northern                                 Region              Region
                                        (Dublin)
  California)        Virginia)                             (Singapore)           (Japan)
Amazon CloudFront    Ashburn, Dallas, Los Angeles, Miami, Newark, Palo Alto, Seattle, St. Louis,
Edge Locations       Amsterdam, Dublin, Frankfurt, London, Hong Kong, Singapore, Tokyo, New
                     York, Paris
The Cloud
The Cloud as a Platform
Platform that provides foundation
to build innovation solutions on top


Platform that provides abstraction
to hide underlying layers (hardware and software)


Platform that is self-service
The Cloud as a Platform
The Cloud as a Platform
    For Computation
Wall Street & Amazon EC2
                             3000 CPU’s for one firm’s risk management processes
 3000--
  Number of EC2 Instances




                                                                300 CPU’s on
                                                                weekends




 300 --



                            Wednesday   Thursday      Friday      Saturday    Sunday      Monday      Tuesday
                            4/22/2009   4/23/2009   4/24/2009    4/25/2009   4/26/2009   4/27/2009   4/28/2009
1 Job, 1 Machine, 500 hours
500 Hours
$1500         To rack and stack on-premise




1 Job, 500 Machines, 1 hour
  One Hour
$260   For 3 years (reserved 100% utilized)
“TimesMachine” from NYTimes

                              • 1851-1922 Articles
                              • TIFF -> PDF
                              • Input: 11 Million Articles
                                (4TB of data)
                              • What did he do ?
                                 – 100 EC2 Instances for 24 hours
                                 – Input: All data on S3
                                 – Output: 1.5 TB of Data
                                 – Hadoop, iText, JetS3t
Source: http://qcontokyo.com/pdf/adriancockroft.pdf
#2
Elasticity
is the
fundamental
property
of the cloud
Elasticity + Auto Scaling
Infrastructure
Cost $




            Large                            You just lost
            Capital                           customers
          Expenditure


                                                         Predicted
                                                         Demand

                        Opportunity                          Traditional
                          Cost                               Hardware
                         Wastage
                                                             Actual
                                                             Demand

                                                         Cloud
                                                         Automated
                                                         Elasticity


                                      time
AWS Lowers it’s pricing Again!
•    Apr 22, 2008 - AWS Lowers Data Transfer Costs
•    Oct 09, 2008 - New Tiered Pricing for Amazon S3 Storage
•    Jan 28, 2009 - New Lower Pricing Tiers for Amazon CloudFront
•    Aug 20, 2009 - New Lower Prices for Amazon EC2 Reserved Instances
•    Sep 30, 2009 - New Lower Price for Windows Instances with Authentication Services
•    Oct 27, 2009 - Announcing Lower Amazon EC2 Instance Pricing
•    Dec 08, 2009 - New S3 Pricing Tiers, Lower EC2 Pricing and Free Inbound Data Transfer promotion
•    Feb 01, 2010 - New Lower Pricing for Outbound Data Transfer
•    Jun 07, 2010 - Amazon CloudFront Lowers Prices with HTTPS Support
•    Sep 01, 2010 - New Lower Prices for High Memory Double and Quadruple XL Instances
•    Oct 05, 2010 - Lower High Memory DB Instance Prices for Amazon RDS
•    Nov 01, 2010 - Amazon S3 Reduces Storage Pricing
•    Jan 06, 2011 - New Plans, Lower Pricing in AWS Premium Support
•    May 18, 2011 - New Lower Prices for Amazon CloudWatch Monitoring
•    June 1, 2011 – Free Inbound Data Transfer and Lower Outbound Tiers
•    Sept 27, 2011 – Amazon Route53 lowers the pricing for Hosted Zones



                     Free inbound data
                     transfer in all regions!!
Automate
             Using
             Cloud APIs


Deployment
Build a Web application that

sleeps at night
or shrinks itself when there are no users
                accessing it
Build a Web application that

Follows the Sun
 and leverages the true power of
on-demand elasticity and globally
        dispersed regions
US West Traffic            US East Traffic                 Europe Traffic                  Asia Traffic



                                               Geo IP/Directional DNS
                                                      Server




           ELB                          ELB                             ELB                          ELB



   Web           Web            Web           Web              Web            Web            Web           Web
    Web           Web            Web           Web              Web            Web            Web           Web
   App
     Web         App
                  Web           App
                                  Web         App
                                               Web             App
                                                                 Web          App
                                                                               Web           App
                                                                                               Web         App
                                                                                                            Web
    App           App            App           App              App            App            App           App
     App           App            App           App              App            App            App           App

   Auto Scaling group :         Auto Scaling group :           Auto Scaling group :          Auto Scaling group :
      Web App Tier                 Web App Tier                   Web App Tier                  Web App Tier


          RDS                          RDS                              RDS                        RDS
          Maste                        Maste                            Maste                      Maste
            r                            r                                r                          r
US-West                      US-East                       EU-West                         AP-SOUTHEAST
                   RDS                           RDS                             RDS                         RDS
                  Multi-AZ                      Multi-AZ                        Multi-AZ                    Multi-AZ
 US-West-1b                   US-East-1b                     EU-West-1b                     AP-SOUTHEAST-1b

                                           Software-based Data Replicator
Elasticity + Automation +
price reductions = cost-savings
The Cloud as a Platform
    For Computation
The Cloud as a Platform
    For Computation
    For Research and Development
Time to provision a server in an enterprise
350,000 Minutes (7-8 Months)
$1000     To rack and stack on-premise




Time to provision a server in the cloud
  <5 Minutes
$260      For 3 years (reserved 100% utilized)
E4 Clients
                                         Sends commands           Polls for commands
    (Mac, Linux,                                                                       Arena
    Windows UI,                                                                        Server       MindStorm Robot
    iPhone, JoySticks )                                                                             controlled by Arena
                                                                                                    Server
Open Social Gadgets                                                  API Endpoint
Showing images
almost in real time
                                                               ELB
                               Version
                               Aware
                               Lookups

                                                     RESTFul          RESTFul
                                                       API              API

                                                    Equinox          Equinox                              Amazon
                                                     Server           Server                              SimpleDB
                                                                                       Conditional Puts   Domains
                                                          Auto-scaling group

                          Amazon S3                                                    Consistent Reads   -Registration
                                      4images
                                      Every Sec                                                           -Scores
                                      From Camera                                                         -Commands
                                                     EBS                                                  -Game
                                                      EBS                                                 Queue
                                                                       CloudWatch
                                                                Availability Zone 1
                                                                                                          -Logging
                                                                 Availability Zone 2
                                                            Amazon Web Services
New ways to purchase EC2 Instances




      Cloud HPC: Cluster Compute Instance
        2 Xeon quad-core + 2 tesla NVIDIA GPGPU + 22GB
                 + 10G non-blocking Ethernet
Bid for unused EC2 Capacity using Spot Instances
Case Study: Optimizing Video
 Transcoding Workloads (On-demand + Spot + Reserved)

   Free Offering                        Premium Offering
   – Optimize for reducing cost          – Optimized for Faster response
                                           times
   – Acceptable Delay Limits
                                         – No Delays
Implementation
                                       Implementation
   – Set Persistent Requests
                                         – Invest in RIs
   – Use on-demand Instances, if
     delay                               – Use on-demand for Elasticity

      Maximum Bid Price                  Maximum Bid Price
      < On-demand Rate                   >= On-demand Rate

      Get your set reduced price for     Get Instant Capacity for higher price
      your workload
The Cloud as a Platform
    For Computation
    For Research and Development
The Cloud as a Platform
    For Computation
    For Research and Development
    For New Generation Apps
Casual Online Games
                      “Gamification”
Scale: 50 servers to 5000 servers in 3 days
                                                                     Amazon EC2 easily scaled to
                                                                     handle additional traffic

                                                                     Peak of 5000 instances
     Number of EC2 Instances




                                                                               “Techcrunched”

                                   Launch of Facebook modification.


                                   Steady state of ~40 instances



                               4/12/2008   4/13/2008   4/14/2008   4/15/2008   4/16/2008   4/17/2008   4/18/2008   4/19/2008   4/20/2008
The Cloud as a Platform
    For Computation
    For Research and Development
    For New Generation Apps
The Cloud as a Platform
    For Computation
    For Research and Development
    For New Generation Apps
    For Internal Corporate IT
Enterprise IT
Let go of (physical) control
but retain your ownership
Building a Cloud Strategy
                                                    Cloud
                                                   Benefits
                                      Build a
                      New                          Zero upfront investment
                                   Cloud-Ready
                   applications
                                      Design
                                                   On-demand provisioning
    Cloud
  Strategy                        “No-brainer to       Instant scalability
                                   move” Apps
                     Existing                      Auto scaling and elasticity
                   Applications
                                  Planned Phased         Pay as you go
                                     Migration
    Startup
                                                   Removes undifferentiated
       or                                               heavy lifting
   SMB Firm
                                                    Developer productivity
       or
Large Enterprise                                          Automation
Migrating existing IT assets to the cloud
                                                            • List all your IT assets
                      Dash
                      board
                                                            • Identify upward and downward
                                                              dependencies

     Web                  CRM              Auth
                                                            • Start classifying your IT assets into
                                                              different categories:
                                                                – Applications with Top Secret, Secret, or
                                                                  Public data sets
                                   LDAP           Service
DB                                                              – Applications with low, medium and
                                                                  high compliance requirements
           Search
                                                                – Applications that are internal-only,
                           OLAP       Engine
                                                                  partner-only or customer-facing
                                                                – Applications with low, medium and
                                                                  high coupling
                    ERP           Report           logs         – Applications with strict, relaxed
                                                                  licensing
Pick the Low-hanging fruits first

                             Dash
                             board




    Results              Process
                         Process                    Auth




                                          Service          Service
Billing


              Search

                               Service       Service




                       ERP               Report             logs
Amazon Virtual Private Cloud (VPC)


                                               Customer’s
                                               isolated AWS
                                               resources
     Amazon
                                                         Subnets
     VPC




                                      Router
                    VPN
                Gateway

                                                Amazon
                                                Web Services
              Secure VPN Connection             Cloud
                     (IPSEC)




               Customer’s Network
The New
 Amazon
 Virtual
 Private
 Cloud
 (VPC)
VPC is part of the Autodesk internal network
The Automation You Always Meant to Build
                     Provision and attach 1TB of storage in 2
                     minutes (from the back of an auto-rickshaw
                     in India).




10 new Linux servers in 2
minutes (while sitting by
the pool on a nice day).




                                Monitoring server
                                resources from an iPhone
                                (in a bar).
As of November 2010, Amazon.com’s
Web Server Fleet is serving all the traffic
          from Amazon EC2
App Vending
   Machine
Pre-configured
IT security-blessed
auto-scalable
auto-backup
multi-AZ
full-control
one-click deployable
enterprise apps
The Cloud as a Platform
    For Computation
    For Research and Development
    For New Generation Apps
    For Internal Corporate IT
The Cloud as a Platform
    For Computation
    For Research and Development
    For New Generation Apps
    For Internal Corporate IT
    For Storage
Amazon S3 Momentum 2 years ago
                                                             52 Billion
   Peak Requests:
       70,000
     per second



                                        18 Billion




                       5 Billion
 200 Million


  Q1 2006             Q1 2007           Q1 2008           Q1 2009
                                                         Q4 2008

               Total Number of Objects Stored in Amazon S3
The Cloud Scales: Amazon S3 Growth
                                                                 449 Billion
  Consistently Peaks at
       200,000+
  Requests per second


                                                       262 Billion




                                         102 Billion
                            40 Billion
 2.9 Billion   14 Billion


 Q4 2006       Q4 2007      Q4 2008      Q4 2009       Q4 2010       Q2 2011
           Total Number of Objects Stored in Amazon S3
Smugmug > 2PB of Media
The Cloud as a Platform
    For Computation
    For Research and Development
    For New Generation Apps
    For Internal Corporate IT
    For Storage
The Cloud as a Platform
    For Computation
    For Research and Development
    For New Generation Apps
    For Internal Corporate IT
    For Storage
    For Integration
#3
Redefining Cloud Security
In the Cloud, Security is a Shared Responsibility

SAS 70 Type II Audit                                                Encrypt data in transit
ISO 27001/2 Certification                                              Encrypt data at rest
PCI DSS 2.0 Level 1-5                                        Protect your AWS Credentials
HIPAA/SOX Compliance                                                      Rotate your keys
FISMA A&A Low                Infrastructure   Application          Secure your application
                                Security       Security
How we secure our                                                How can you secure your
infrastructure                                                   application and what is
                                                                 your responsibility?

                                   Services Security



                                Enforce IAM policies
What security options
                             Use MFA, VPC, Leverage S3
and features are available
                             bucket policies, EC2 Security
to you?
                               groups, EFS in EC2 Etc..
Industry-specific clouds : GovCloud – US
 Recovery.gov and Treasury.gov
         First government-wide system to move to the cloud
         Savings of over $750,000 in current budget cycle

           “Cloud computing strikes me as a perfect tool to help achieve
           greater transparency and accountability. Moving to the cloud
           allows us to provide better service at lower costs. I hope this
           development will inspire other government entities to accelerate
           their own efforts. The American taxpayers would be the
           winners.’’ -
           Earl E. Devaney, the Board’s Chairman.
Recovery.gov Cloud Architecture
Build security in every layer




        Old World               New World
The Cloud as a Platform
    For Computation
    For Research and Development
    For New Generation Apps
    For Internal Corporate IT
    For Storage
    For Integration
The Cloud as a Platform
    For Computation
    For Research and Development
    For New Generation Apps
    For Internal Corporate IT
    For Storage
    For Integration
    For Platforms
The “Living and Evolving” AWS Cloud

                                      Tools to access
                                      services


                                      Cross Service
                                      features



                                      High-level
                                      building blocks




                                      Low-level
                                      building blocks
The “Living and Evolving” AWS Cloud



                                  Tools to access
                                  services




                                  Cross Service features




                                  High-level
                                  Infrastructure building
                                  blocks




                                  Low-level
                                  Infrastructure building
                                  blocks
Drupal PHP Platform


   Ruby/Rails/Java Platform


                               Cloud Services
     Mathematica Platform
                               for Mathematica


             Voice Platform



    Mobile Trading Platform



         Geospatial Platform


Location-based App Platform
Internet as the
Operating System
of Services
The Cloud as a Platform
    For Computation
    For Research and Development
    For New Generation Apps
    For Internal Corporate IT
    For Storage
    For Collaboration
    For Platforms
The Cloud as a Platform
    For Realizing your ideas
#5
Start Playing Now
and invest early
Its Free to Get Started – AWS Free Tier
• Amazon EC2, Amazon ELB, Amazon EBS
• Amazon S3
• Amazon SimpleDB
• Amazon SQS
• Amazon SES
• Amazon SNS
• Amazon CloudWatch
• Free Inbound Data Transfer
• Outbound Data Transfer
#1
Flexibility is very important when you choose the cloud
and AWS provides the flexibility you need
#2
Elasticity, Cost reduction and Agility are the main
reasons to move to the cloud and AWS provides all three
#3
In the Cloud, Security is shared responsibility. AWS
provides the certifications, features and guidance
#4
The Cloud is much more than its services.
Its all about the Ecosystem
#5
Start playing with it now. Talk to us. Be the leader in
Brazil
Thank you!




           Jinesh Varia
jvaria@amazon.com Twitter:@jinman
http://aws.amazon.com

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The Cloud as a Platform

  • 1.
  • 2. Amazon’s Three Businesses Consumer (Retail) Seller IT Infrastructure Business Business Business Tens of millions of Sell on Amazon Cloud computing active customer websites infrastructure for accounts hosting web-scale Use Amazon solutions Seven countries: technology for your US, UK, Germany, own retail website Hundreds of Japan, France, thousands of Canada, China Leverage Amazon’s registered customers massive fulfillment center network
  • 4.
  • 5. KEY BENEFITS TO RUNNING IN THE AWS CLOUD Lowers Cost Increases Agility Eliminates Capital Reduces Time to Market Investment Removes constraints Reduces Operational Costs Removes the “Heavy Foundation for Lifting” 21st Century Leverages Scalability, Reliability and Security Architectures
  • 6. The pace of innovation in 2009 » Amazon EC2 with Windows Server 2008, » AWS Multi-Factor Authentication Spot Instances, » Virtual Private Cloud Boot from Amazon EBS » Reserved Instances in EU Region » Lower Reserved Instance Pricing » Amazon CloudFront Streaming » Elastic MapReduce » Amazon VPC enters Unlimited Beta » SQS in EU Region » AWS Region in Northern California » International Support for AWS Import/Export » Amazon RDS » New SimpleDB Features » High-Memory Instances » FPS General Availability » AWS Security Center » Lower EC2 Pricing » Amazon SNS » Amazon EC2 with Windows » Amazon Elastic MapReduce » Amazon CloudFront » Amazon EC2 in EU Region in Europe Private Content » AWS Toolkit for Eclipse » SAS70 Type II Audit » Amazon EC2 Reserved » AWS SDK for .NET Instances » AWS Import/Export » Amazon EC2 Reserved Instances » EBS Shared Snapshots » New CloudFront Feature with Windows, Extra Large High » Lower pricing tiers for » SimpleDB in EU Region » Monitoring, Auto Scaling & Memory Instances Amazon CloudFront » Monitoring, Auto Scaling & Elastic Load Balancing » Amazon S3 Versioning Feature » AWS Management Console Elastic Load Balancing in EU » Consolidated Billing for AWS » Lower pricing for Outbound Data Transfer
  • 7. And pace accelerates in 2010…. »Free Monitoring EC2 » Amazon SNS » RDS Reserved »Amazon Route 53 » Combined AWS Data Transfer » CloudFront Default Root »PCI DSS Level 1 Certification Savings » Startup Challenge 2010 »Mobile SDKs (Android, iPhone) » Amazon EMR Bootstrap Actions » CloudFront Invalidation »Large Object S3 Support » Amazon ELB Session Stickiness »Florida POP » Amazon RDS in EU »Import/Export APAC » New Singapore Region » AWS Elastic Beanstalk » CloudFront HTTPS » Amazon RDS Read Replicas » Amazon Simple Email Service » NYC Edge Location » Suse EC2 Linux » Improved AWS Support “Bronze” » Lowers Pricing HTTP » Amazon SNS Console » Amazon CloudWatch Console » EMR JobFlow Debugging » AWS Import Export GA » Amazon SNS » Amazon ELB HTTPS » VM Connector » Simple DB Consistent Reads » Amazon S3 Console » AWS Free Tier » Tokyo Region » Simple DB Conditional Puts » Amazon EBS CloudWatch » EMR Resizing Cluster » AWS Support JP » New VPC » Amazon SQS Longer » Amazon S3 Lowered Pricing » Dedicated » AWS Java SDK retention, Free Tier » CloudFront GA, SLA Instances » Windows BYOL Amazon S3 Bucket Policies » S3 Multipart » Windows » Singapore Pop » Amazon VPC IP Address » GPGPU Instance Types 2008 R2 » CloudFront » Cluster Compute Instances » ISO27001/2 Certification Private Streaming » Amazon S3 RRS » Lowered Pricing EC2 Notifications » AWS IAM » AWS CloudFormation » Amazon EC2 Reserved Instances » Amazon VPC Console » Amazon S3 Static Websites » VPC in EU with Windows, Extra Large High » Micro Instances » AWS IAM Website Login » Amazon RDS in US-west Memory Instances » Paris Edge Location » Amazon CloudFront Access » Amazon Linux AMI » Amazon S3 Versioning Feature » Amazon EC2 Tagging, Logs » Consolidated Billing for AWS Filtering, Idempotency, » Amazon RDS Multi-AZ » Lower pricing for Outbound Data » Oracle Certified AWS » Amazon S3 RRS Transfer » AWS PHP SDK » Amazon RDS Console
  • 8. Each day, AWS adds the equivalent server capacity to power Amazon when it was a global, $2.76B enterprise (circa 2000)
  • 9. The “Living” AWS Cloud Tools to access services Cross Service features High-level building blocks Low-level building blocks
  • 11. Flexibility is the key Can use any Programming Model, Language or Operating System or Database Can use any service individually or in any combination Can use as much or as little and only pay for what was consumed Can use any existing System Management Tools and extend the datacenter into the Cloud
  • 12. Flexibility with Certified Licenses - BYOL Microsoft Exchange Server, Microsoft SharePoint Server, Microsoft SQL Standard Server, Microsoft SQL Enterprise Server, Microsoft Lync Server, Microsoft System Center servers, and Microsoft Dynamics CRM through License Mobility Software Assurance Oracle fully supports Oracle E-Business Suite, Oracle’s PeopleSoft Enterprise, Oracle’s Siebel CRM, Oracle Fusion Middleware, Oracle Database, and Oracle Linux on the portion of AWS EC2 which uses Oracle VM. IBM DB2, Informix, Lotus® Forms Turbo, WebSphere® Application Server, WebSphere® sMash, WebSphere Portal Server, Lotus® Web Content Management Standard Edition , InfoSphere Information Server, Lotus Domino®, Lotus Web Content Management Standard Edition®, Tivoli Monitoring® SAP® solutions, including SAP® Rapid Deployment solutions and SAP® BusinessObjects™ solutions,
  • 13. US West US East Asia Pacific Asia Pacific Europe West (Northern (Northern Region Region (Dublin) California) Virginia) (Singapore) (Japan) Amazon CloudFront Ashburn, Dallas, Los Angeles, Miami, Newark, Palo Alto, Seattle, St. Louis, Edge Locations Amsterdam, Dublin, Frankfurt, London, Hong Kong, Singapore, Tokyo, New York, Paris
  • 15. The Cloud as a Platform
  • 16. Platform that provides foundation to build innovation solutions on top Platform that provides abstraction to hide underlying layers (hardware and software) Platform that is self-service
  • 17. The Cloud as a Platform
  • 18. The Cloud as a Platform For Computation
  • 19. Wall Street & Amazon EC2 3000 CPU’s for one firm’s risk management processes 3000-- Number of EC2 Instances 300 CPU’s on weekends 300 -- Wednesday Thursday Friday Saturday Sunday Monday Tuesday 4/22/2009 4/23/2009 4/24/2009 4/25/2009 4/26/2009 4/27/2009 4/28/2009
  • 20. 1 Job, 1 Machine, 500 hours 500 Hours $1500 To rack and stack on-premise 1 Job, 500 Machines, 1 hour One Hour $260 For 3 years (reserved 100% utilized)
  • 21. “TimesMachine” from NYTimes • 1851-1922 Articles • TIFF -> PDF • Input: 11 Million Articles (4TB of data) • What did he do ? – 100 EC2 Instances for 24 hours – Input: All data on S3 – Output: 1.5 TB of Data – Hadoop, iText, JetS3t
  • 22.
  • 25. Elasticity + Auto Scaling Infrastructure Cost $ Large You just lost Capital customers Expenditure Predicted Demand Opportunity Traditional Cost Hardware Wastage Actual Demand Cloud Automated Elasticity time
  • 26. AWS Lowers it’s pricing Again! • Apr 22, 2008 - AWS Lowers Data Transfer Costs • Oct 09, 2008 - New Tiered Pricing for Amazon S3 Storage • Jan 28, 2009 - New Lower Pricing Tiers for Amazon CloudFront • Aug 20, 2009 - New Lower Prices for Amazon EC2 Reserved Instances • Sep 30, 2009 - New Lower Price for Windows Instances with Authentication Services • Oct 27, 2009 - Announcing Lower Amazon EC2 Instance Pricing • Dec 08, 2009 - New S3 Pricing Tiers, Lower EC2 Pricing and Free Inbound Data Transfer promotion • Feb 01, 2010 - New Lower Pricing for Outbound Data Transfer • Jun 07, 2010 - Amazon CloudFront Lowers Prices with HTTPS Support • Sep 01, 2010 - New Lower Prices for High Memory Double and Quadruple XL Instances • Oct 05, 2010 - Lower High Memory DB Instance Prices for Amazon RDS • Nov 01, 2010 - Amazon S3 Reduces Storage Pricing • Jan 06, 2011 - New Plans, Lower Pricing in AWS Premium Support • May 18, 2011 - New Lower Prices for Amazon CloudWatch Monitoring • June 1, 2011 – Free Inbound Data Transfer and Lower Outbound Tiers • Sept 27, 2011 – Amazon Route53 lowers the pricing for Hosted Zones Free inbound data transfer in all regions!!
  • 27. Automate Using Cloud APIs Deployment
  • 28. Build a Web application that sleeps at night or shrinks itself when there are no users accessing it
  • 29. Build a Web application that Follows the Sun and leverages the true power of on-demand elasticity and globally dispersed regions
  • 30. US West Traffic US East Traffic Europe Traffic Asia Traffic Geo IP/Directional DNS Server ELB ELB ELB ELB Web Web Web Web Web Web Web Web Web Web Web Web Web Web Web Web App Web App Web App Web App Web App Web App Web App Web App Web App App App App App App App App App App App App App App App App Auto Scaling group : Auto Scaling group : Auto Scaling group : Auto Scaling group : Web App Tier Web App Tier Web App Tier Web App Tier RDS RDS RDS RDS Maste Maste Maste Maste r r r r US-West US-East EU-West AP-SOUTHEAST RDS RDS RDS RDS Multi-AZ Multi-AZ Multi-AZ Multi-AZ US-West-1b US-East-1b EU-West-1b AP-SOUTHEAST-1b Software-based Data Replicator
  • 31. Elasticity + Automation + price reductions = cost-savings
  • 32. The Cloud as a Platform For Computation
  • 33. The Cloud as a Platform For Computation For Research and Development
  • 34. Time to provision a server in an enterprise 350,000 Minutes (7-8 Months) $1000 To rack and stack on-premise Time to provision a server in the cloud <5 Minutes $260 For 3 years (reserved 100% utilized)
  • 35.
  • 36.
  • 37.
  • 38.
  • 39.
  • 40.
  • 41.
  • 42.
  • 43.
  • 44. E4 Clients Sends commands Polls for commands (Mac, Linux, Arena Windows UI, Server MindStorm Robot iPhone, JoySticks ) controlled by Arena Server Open Social Gadgets API Endpoint Showing images almost in real time ELB Version Aware Lookups RESTFul RESTFul API API Equinox Equinox Amazon Server Server SimpleDB Conditional Puts Domains Auto-scaling group Amazon S3 Consistent Reads -Registration 4images Every Sec -Scores From Camera -Commands EBS -Game EBS Queue CloudWatch Availability Zone 1 -Logging Availability Zone 2 Amazon Web Services
  • 45.
  • 46. New ways to purchase EC2 Instances Cloud HPC: Cluster Compute Instance 2 Xeon quad-core + 2 tesla NVIDIA GPGPU + 22GB + 10G non-blocking Ethernet
  • 47. Bid for unused EC2 Capacity using Spot Instances
  • 48. Case Study: Optimizing Video Transcoding Workloads (On-demand + Spot + Reserved) Free Offering Premium Offering – Optimize for reducing cost – Optimized for Faster response times – Acceptable Delay Limits – No Delays Implementation Implementation – Set Persistent Requests – Invest in RIs – Use on-demand Instances, if delay – Use on-demand for Elasticity Maximum Bid Price Maximum Bid Price < On-demand Rate >= On-demand Rate Get your set reduced price for Get Instant Capacity for higher price your workload
  • 49. The Cloud as a Platform For Computation For Research and Development
  • 50. The Cloud as a Platform For Computation For Research and Development For New Generation Apps
  • 51. Casual Online Games “Gamification”
  • 52.
  • 53.
  • 54. Scale: 50 servers to 5000 servers in 3 days Amazon EC2 easily scaled to handle additional traffic Peak of 5000 instances Number of EC2 Instances “Techcrunched” Launch of Facebook modification. Steady state of ~40 instances 4/12/2008 4/13/2008 4/14/2008 4/15/2008 4/16/2008 4/17/2008 4/18/2008 4/19/2008 4/20/2008
  • 55. The Cloud as a Platform For Computation For Research and Development For New Generation Apps
  • 56. The Cloud as a Platform For Computation For Research and Development For New Generation Apps For Internal Corporate IT
  • 58. Let go of (physical) control but retain your ownership
  • 59. Building a Cloud Strategy Cloud Benefits Build a New Zero upfront investment Cloud-Ready applications Design On-demand provisioning Cloud Strategy “No-brainer to Instant scalability move” Apps Existing Auto scaling and elasticity Applications Planned Phased Pay as you go Migration Startup Removes undifferentiated or heavy lifting SMB Firm Developer productivity or Large Enterprise Automation
  • 60. Migrating existing IT assets to the cloud • List all your IT assets Dash board • Identify upward and downward dependencies Web CRM Auth • Start classifying your IT assets into different categories: – Applications with Top Secret, Secret, or Public data sets LDAP Service DB – Applications with low, medium and high compliance requirements Search – Applications that are internal-only, OLAP Engine partner-only or customer-facing – Applications with low, medium and high coupling ERP Report logs – Applications with strict, relaxed licensing
  • 61. Pick the Low-hanging fruits first Dash board Results Process Process Auth Service Service Billing Search Service Service ERP Report logs
  • 62. Amazon Virtual Private Cloud (VPC) Customer’s isolated AWS resources Amazon Subnets VPC Router VPN Gateway Amazon Web Services Secure VPN Connection Cloud (IPSEC) Customer’s Network
  • 63. The New Amazon Virtual Private Cloud (VPC)
  • 64. VPC is part of the Autodesk internal network
  • 65. The Automation You Always Meant to Build Provision and attach 1TB of storage in 2 minutes (from the back of an auto-rickshaw in India). 10 new Linux servers in 2 minutes (while sitting by the pool on a nice day). Monitoring server resources from an iPhone (in a bar).
  • 66. As of November 2010, Amazon.com’s Web Server Fleet is serving all the traffic from Amazon EC2
  • 67. App Vending Machine Pre-configured IT security-blessed auto-scalable auto-backup multi-AZ full-control one-click deployable enterprise apps
  • 68.
  • 69. The Cloud as a Platform For Computation For Research and Development For New Generation Apps For Internal Corporate IT
  • 70. The Cloud as a Platform For Computation For Research and Development For New Generation Apps For Internal Corporate IT For Storage
  • 71. Amazon S3 Momentum 2 years ago 52 Billion Peak Requests: 70,000 per second 18 Billion 5 Billion 200 Million Q1 2006 Q1 2007 Q1 2008 Q1 2009 Q4 2008 Total Number of Objects Stored in Amazon S3
  • 72. The Cloud Scales: Amazon S3 Growth 449 Billion Consistently Peaks at 200,000+ Requests per second 262 Billion 102 Billion 40 Billion 2.9 Billion 14 Billion Q4 2006 Q4 2007 Q4 2008 Q4 2009 Q4 2010 Q2 2011 Total Number of Objects Stored in Amazon S3
  • 73. Smugmug > 2PB of Media
  • 74.
  • 75. The Cloud as a Platform For Computation For Research and Development For New Generation Apps For Internal Corporate IT For Storage
  • 76. The Cloud as a Platform For Computation For Research and Development For New Generation Apps For Internal Corporate IT For Storage For Integration
  • 78. In the Cloud, Security is a Shared Responsibility SAS 70 Type II Audit Encrypt data in transit ISO 27001/2 Certification Encrypt data at rest PCI DSS 2.0 Level 1-5 Protect your AWS Credentials HIPAA/SOX Compliance Rotate your keys FISMA A&A Low Infrastructure Application Secure your application Security Security How we secure our How can you secure your infrastructure application and what is your responsibility? Services Security Enforce IAM policies What security options Use MFA, VPC, Leverage S3 and features are available bucket policies, EC2 Security to you? groups, EFS in EC2 Etc..
  • 79. Industry-specific clouds : GovCloud – US Recovery.gov and Treasury.gov First government-wide system to move to the cloud Savings of over $750,000 in current budget cycle “Cloud computing strikes me as a perfect tool to help achieve greater transparency and accountability. Moving to the cloud allows us to provide better service at lower costs. I hope this development will inspire other government entities to accelerate their own efforts. The American taxpayers would be the winners.’’ - Earl E. Devaney, the Board’s Chairman.
  • 81.
  • 82.
  • 83. Build security in every layer Old World New World
  • 84. The Cloud as a Platform For Computation For Research and Development For New Generation Apps For Internal Corporate IT For Storage For Integration
  • 85. The Cloud as a Platform For Computation For Research and Development For New Generation Apps For Internal Corporate IT For Storage For Integration For Platforms
  • 86. The “Living and Evolving” AWS Cloud Tools to access services Cross Service features High-level building blocks Low-level building blocks
  • 87. The “Living and Evolving” AWS Cloud Tools to access services Cross Service features High-level Infrastructure building blocks Low-level Infrastructure building blocks
  • 88. Drupal PHP Platform Ruby/Rails/Java Platform Cloud Services Mathematica Platform for Mathematica Voice Platform Mobile Trading Platform Geospatial Platform Location-based App Platform
  • 89.
  • 90. Internet as the Operating System of Services
  • 91. The Cloud as a Platform For Computation For Research and Development For New Generation Apps For Internal Corporate IT For Storage For Collaboration For Platforms
  • 92. The Cloud as a Platform For Realizing your ideas
  • 93. #5 Start Playing Now and invest early
  • 94.
  • 95. Its Free to Get Started – AWS Free Tier • Amazon EC2, Amazon ELB, Amazon EBS • Amazon S3 • Amazon SimpleDB • Amazon SQS • Amazon SES • Amazon SNS • Amazon CloudWatch • Free Inbound Data Transfer • Outbound Data Transfer
  • 96. #1 Flexibility is very important when you choose the cloud and AWS provides the flexibility you need #2 Elasticity, Cost reduction and Agility are the main reasons to move to the cloud and AWS provides all three #3 In the Cloud, Security is shared responsibility. AWS provides the certifications, features and guidance #4 The Cloud is much more than its services. Its all about the Ecosystem #5 Start playing with it now. Talk to us. Be the leader in Brazil
  • 97. Thank you! Jinesh Varia jvaria@amazon.com Twitter:@jinman

Editor's Notes

  1. To understand why there’s all this excitement, it’s helpful to look at analogies of some major changes that have occurred in other industries over time. Here’s a picture of our CEO at the museum of a beer manufacturing facility in Belgium. This is their electric generator that they used over 100 years ago. There was no electric grid or utility industry then. If you wanted electricity, you made it yourself. That probably seemed very natural at the time – but I guarantee you that making their own electricity didn’t make their beer taste any better. Well, a couple decades later, the electric grid sprang up, and companies stopped making their own electricity; that was a fundamental shift in how they consumed one of their major inputs, and this freed them up to focus on things that likely mattered a lot more to their customers – like the beer. We think the chance exists for the company-owned data center to undergo just as fundamental a transformation over the coming years, as companies realize that they don’t necessarily have to be experts in this. People are now starting to glimpse that future, and find it pretty exciting.
  2. Pay as you go - Increased utlization
  3. This slide applies to Amazon EC2, but just as easily describes Amazon S3’s value proposition.
  4. Increased Automation and Auto-Scale
  5. Explain each service features and details here
  6. This is a real usage graph from one of our financial services customers during the last week of April (They have asked to remain anonymous for competitive reasons). Firms on Wall Street are finding EC2 an ideal environment to run many of their daily mission critical grid computing and cpu bound applications for a couple key reasons: 1/ Flexibilitythe ability to instantly access hundreds/thousands of cores increases the amount of data they can process, improving the overall quality of their models. and 2/ Cost efficiencies, as they can complete more of their processing for less total spend (Not paying for infrastructure during times of the day and weekends when its not needed) This wall street firm in particular has a nightly business process where they upload the day’s market trading data into S3, and then run proprietary ‘risk management’ algorithms. This lasts ~10 hours during week nights, where they ramp up to the equivalent 3000 m1.smalls. During the day and on weekends, they maintain a base of roughly 300 cores, to handle their always on work loads.
  7. We are currently prototyping
  8. Sanger – worlds largest genome center – sequence genome in the planet Assembled a full genome. Uses actual instrument to collect the data Human genome – genome came from 3 people. 1000 genomes 100 TB /week
  9. Intuit was keen on ensuring the TurboTax Online site was able to support high continuous use, as well as surges in user traffic as tax day neared.
  10. Testing in the Cloud Instant Test Labs in Minutes Testing as a Service Virtualization/AMIs for Reuse and Repros Web Services for Automation On-Demand Workforce of Testers (“Elastic QA Staff”) Client and Server Parallelization
  11. Point of Slide: to explain VPC&apos;s high-level architecture, walking them through the discrete elements of a VPC, and a specific data flow to exemplify 1) data-in-transit security and continued 1) AAA control by the enterprise. AWS (”orange cloud&amp;quot;): What everybody knows of AWS today. Customer’s Network (“blue square”) : The customer’s internal IT infrastructure. VPC (”blue square on top of orange cloud&amp;quot;): Secure container for other object types; includes Border Router for external connectivity. The isolated resources that customers have in the AWS cloud. Cloud Router (“orange router surrounded by clouds”) : Lives within a VPC; anchors an AZ; presents stateful filtering. Cloud Subnet (“blue squares” inside VPC): connects instances to a Cloud Router. VPN Connection: Customer Gateway and VPN Gateway anchor both sides of the VPN Connection, and enables secure connectivity; implemented using industry standard mechanisms. Please note that we currently require whatever customer gateway device is used supports BGP. We actually terminate two (2) tunnels - one tunnel per VPN Gateway - on our side. Besides providing high availability, we can service one device while maintaining service. As such, we can either connect to one of the customer&apos;s BGP-supporting devices (preferably running JunOS or IOS).