The Cloud as a Platform for Platforms http://aws.typepad.com/aws/2009/07/the-cloud-as-a-platform-for-platforms.html

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

3. The Cloud

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

10. #1
Flexibility
and the power of choice

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

14. The Cloud

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

23. Source: http://qcontokyo.com/pdf/adriancockroft.pdf

24. #2
Elasticity
is the
fundamental
property
of the cloud

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)

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

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”

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

57. Enterprise 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

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

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

77. #3
Redefining Cloud Security

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.

80. Recovery.gov Cloud Architecture

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

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

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

98. http://aws.amazon.com