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AWS for Startups
Ian Massingham
AWS Technical Evangelist
@IanMmmm
AWS for Startups
ianm@amazon.com
@IanMmmm
Ian Massingham — Technical Evangelist
Some
Background
AWS for Startups
Startups on AWS
http://aws.amazon.com/solutions/case-studies/
Meerkat
AWS for Startups
400,000

people are hosted 

on any given night
35,000,000Total guests since their launch in 2008
0
350
700
1,050
1,400
2010 2014
24 48
432
1,300
Total Number of EC2 instances
Why AWS?
EC2 

Servers, Production Traffic,
Hive, Hadoop
RDS

All Relational Databases
S3

Storage, User Generated
Content
DynamoDB

Rollups, Metadata
ElastiCache

Memcache
Route 53

DNS, Inventory
We have a 5 person
operations team.
AWS allows us to devote our resources
and mindshare to the core business.
“
”
Innovation
at AWS
AWS for Startups
AWS for Startups
Small, autonomous teams
Roadmap ownership
Decoupled launch schedules
Get Core Functionality in the
Hands of Customers, Quickly
Small, “Two Pizza”
Teams
Operational stability
High scale
Limited initial feature set
Iterate Based on Customer Feedback
Epic
Collaboration
+ =
2008 2009 2010 2011
Amazon EBS
Amazon EC2
Amazon SNS
AWS Identity
& Access
Management
AWS Import
& Export
Amazon
CloudWatch
Amazon EMR
Amazon RDS
Amazon VPC
Auto Scaling
Elastic Load
Balancing
Amazon
ElastiCache
Amazon SES
AWS
CloudFormation
AWS Direct
Connect
AWS Elastic
Beanstalk
GovCloud
Amazon SWF
Amazon Route 53
Amazon Redshift
Amazon Glacier
Amazon
Dynamo DB
Amazon
CloudSearch
Amazon EC2
AWS Storage
Gateway
Amazon
CloudTrail
Amazon
CloudHSM
Amazon
WorkSpaces
Amazon Kinesis
Amazon Elastic
Transcoder
Amazon
AppStream
AWS OpsWorks
AWS Data
Pipeline
AWS Pace of Innovation
+24
+48
+61
+82
+159
+280
20132012
+517
2014
Amazon Mobile
Analytics
Amazon Cognito
AWS Zocalo
AWS Directory
Service
Amazon RDS
for Aurora
AWS CodeDeploy
AWS Lambda
AWS Config
AWS Key
Management Service
AWS Service
Catalog
Amazon EC2
Container Service
AWS CodePipeline
AWS CodeCommit
More AWS
Usage
More
Infrastructure
More
Customers
Lower
Infrastructure
Costs
Economies of
Scale
Reduced Prices
Ecosystem

Global Footprint

New Features

New Services
Infrastructure

Innovation
49PRICE
REDUCTIONS
We pass the savings along to our
customers in the form of low prices
and continuous reductions
AWS Pricing Philosophy
Key Components Of Agility
+ =
Quick to
provision
Don’t have to
reinvent the wheel
Vast infrastructure
technology platform
Infrastructure ServicesRegions Availability Zones Compute
Storage
Objects, Blocks, Files
Networking CDN
Databases
SQL, NoSQL, Caching
Vast Infrastructure Technology Platform
Infrastructure Services
Security & Management
Enterprise
Apps
Virtual Private Networks
Identity &
Access
Encryption Keys Configuration Monitoring Dedicated
Regions Availability Zones Compute
Storage
Objects, Blocks, Files
Networking CDN
Sharing & Collaboration
Virtual Desktops
Directories
Email & Calendaring
Storage Gateway
Analytics Mobile Development
Data Warehousing
Hadoop
Streaming
Data Pipelines
Machine Learning
Source Code
Containers
Deployment
Build Tools
DevOps
Identity
Sync
Mobile Analytics
Push Notifications
Mobile Backend
Platform Services
Functions
Mobile & Web Front-
end
Data Store
Identity
Real-time
Management
Tools
Notifications
Queueing
Orchestration
Search
Email
Hybrid Cloud
Management
Identity Federation
Direct Connect
Backups
Deployment
Integrated Management
Databases
SQL, NoSQL, Caching
App
Vast Infrastructure Technology Platform
Compute Storage Auditing, Security &
Compliance
Relational
Databases
RDS for MySQL
RDS for SQL Server
RDS for Oracle
RDS for PostgreSQL
RDS for Amazon Aurora
Multi-AZ synchronous replication
Read replica support
Configuration history
Usage audit logs
Change notifications
Dedicated HSMs
Customer controlled keys
Block storage:
Magnetic
General Purpose SSD
Provisioned IOPS SSD
Object storage:
Life cycle management
Event triggers
Data locality control
General Purpose (M4)
Compute Optimized (C4)
Memory Optimized (R3)
GPU Optimized (G2)
Storage Optimized (D2)
IO Optimized (I2)
Low cost, burst-able performance (T2)
Expansive Services With Depth of Functionality
Building With Smaller Blocks
Quicker to build Lower costEasier to adapt and update
</> </></>
Containers, the Cloud & Application Architecture
Application

portability
Environment

fidelity
Continuous

deployment
High availability

& scale
The Four Horsemen of Container-Based Applications
Application

components
Resource

description
Capacity

pool
Placement

& management
1 2 3 4
Launch and terminate 

Docker containers
Across a cluster 

of EC2 instances
Mount persistent 

volumes at launch
Private Docker 

repositories
Amazon EC2 Container Service
aws.amazon.com/blogs/aws/ec2-container-service-latest-features-customer-successes-and-more
Amazon EC2 Container Service: New Features
Support coming soon for:
Docker Compose
Docker Swarm
aws.amazon.com/ecs
λAWS Lambda
An event-driven computing service for
dynamic applications
A Focus on Functions, Data and Events
AutomaticCloud FunctionsEvents from AWS services
Serverless backends for mobile apps
Amazon
Cognito Sync
Dataset
Amazon
DynamoDB
Table
Map local
functions to
invoke Lambda
Functions
synchronously
Maintain
Intelligence in
the cloud and
not the device
Chain multiple
Functions or call
them in Parallel
☺
AWS Mobile
SDKs
(iOS, Android)
Personalize your
notification for every
user
Pre-process or
validate
data on the fly
pre-process before
persisting
SNS Push
Notification
AWS for Startups
us-west-2
ELB
ELB
Bidders
Ad Servers
us-east-1
ELB
ELB
Bidders
Ad Servers
eu-west-1
ELB
ELB
Bidders
Ad Servers
ap-southeast-1
ELB
ELB
Bidders
Ad Servers
ap-northeast-1
ELB
ELB
Bidders
Ad Servers
Kinesis
S3
60B Events/
Day
600k Files/
Day
SQS
SQS
SQS
SQS
Machine
Learning
Analytics
Dynamic
Creatives
Profiles
DynamoDB
us-west-2
DynamoDB
us-east-1
DynamoDB
eu-west-1
DynamoDB
ap-southeast-1
DynamoDB
ap-northeast-1
Focus on Functionality
Create robust, scalable and secure APIs in minutes
Amazon API Gateway
Versioning Metering and
throttling
Caching Signing &
authorization
SDK
generation
Mobile Apps
Websites
Services
Internet
CloudWatch
API Gateway
API Gateway
Cache
Lambda Functions
EC2 Endpoints
Any Other Endpoint
aws.amazon.com/blogs/aws
aws.amazon.com/new
@AWScloud @AWS_UKI

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AWS for Startups

  • 1. AWS for Startups Ian Massingham AWS Technical Evangelist @IanMmmm
  • 2. AWS for Startups ianm@amazon.com @IanMmmm Ian Massingham — Technical Evangelist
  • 7. 400,000
 people are hosted 
 on any given night
  • 8. 35,000,000Total guests since their launch in 2008
  • 11. EC2 Servers, Production Traffic, Hive, Hadoop RDS All Relational Databases S3 Storage, User Generated Content DynamoDB Rollups, Metadata ElastiCache Memcache Route 53 DNS, Inventory
  • 12. We have a 5 person operations team. AWS allows us to devote our resources and mindshare to the core business. “ ”
  • 16. Small, autonomous teams Roadmap ownership Decoupled launch schedules Get Core Functionality in the Hands of Customers, Quickly Small, “Two Pizza” Teams Operational stability High scale Limited initial feature set Iterate Based on Customer Feedback Epic Collaboration + =
  • 17. 2008 2009 2010 2011 Amazon EBS Amazon EC2 Amazon SNS AWS Identity & Access Management AWS Import & Export Amazon CloudWatch Amazon EMR Amazon RDS Amazon VPC Auto Scaling Elastic Load Balancing Amazon ElastiCache Amazon SES AWS CloudFormation AWS Direct Connect AWS Elastic Beanstalk GovCloud Amazon SWF Amazon Route 53 Amazon Redshift Amazon Glacier Amazon Dynamo DB Amazon CloudSearch Amazon EC2 AWS Storage Gateway Amazon CloudTrail Amazon CloudHSM Amazon WorkSpaces Amazon Kinesis Amazon Elastic Transcoder Amazon AppStream AWS OpsWorks AWS Data Pipeline AWS Pace of Innovation +24 +48 +61 +82 +159 +280 20132012 +517 2014 Amazon Mobile Analytics Amazon Cognito AWS Zocalo AWS Directory Service Amazon RDS for Aurora AWS CodeDeploy AWS Lambda AWS Config AWS Key Management Service AWS Service Catalog Amazon EC2 Container Service AWS CodePipeline AWS CodeCommit
  • 18. More AWS Usage More Infrastructure More Customers Lower Infrastructure Costs Economies of Scale Reduced Prices Ecosystem Global Footprint New Features New Services Infrastructure Innovation 49PRICE REDUCTIONS We pass the savings along to our customers in the form of low prices and continuous reductions AWS Pricing Philosophy
  • 19. Key Components Of Agility + = Quick to provision Don’t have to reinvent the wheel Vast infrastructure technology platform
  • 20. Infrastructure ServicesRegions Availability Zones Compute Storage Objects, Blocks, Files Networking CDN Databases SQL, NoSQL, Caching Vast Infrastructure Technology Platform
  • 21. Infrastructure Services Security & Management Enterprise Apps Virtual Private Networks Identity & Access Encryption Keys Configuration Monitoring Dedicated Regions Availability Zones Compute Storage Objects, Blocks, Files Networking CDN Sharing & Collaboration Virtual Desktops Directories Email & Calendaring Storage Gateway Analytics Mobile Development Data Warehousing Hadoop Streaming Data Pipelines Machine Learning Source Code Containers Deployment Build Tools DevOps Identity Sync Mobile Analytics Push Notifications Mobile Backend Platform Services Functions Mobile & Web Front- end Data Store Identity Real-time Management Tools Notifications Queueing Orchestration Search Email Hybrid Cloud Management Identity Federation Direct Connect Backups Deployment Integrated Management Databases SQL, NoSQL, Caching App Vast Infrastructure Technology Platform
  • 22. Compute Storage Auditing, Security & Compliance Relational Databases RDS for MySQL RDS for SQL Server RDS for Oracle RDS for PostgreSQL RDS for Amazon Aurora Multi-AZ synchronous replication Read replica support Configuration history Usage audit logs Change notifications Dedicated HSMs Customer controlled keys Block storage: Magnetic General Purpose SSD Provisioned IOPS SSD Object storage: Life cycle management Event triggers Data locality control General Purpose (M4) Compute Optimized (C4) Memory Optimized (R3) GPU Optimized (G2) Storage Optimized (D2) IO Optimized (I2) Low cost, burst-able performance (T2) Expansive Services With Depth of Functionality
  • 23. Building With Smaller Blocks Quicker to build Lower costEasier to adapt and update </> </></>
  • 24. Containers, the Cloud & Application Architecture Application
 portability Environment
 fidelity Continuous
 deployment High availability
 & scale
  • 25. The Four Horsemen of Container-Based Applications Application
 components Resource
 description Capacity
 pool Placement
 & management 1 2 3 4
  • 26. Launch and terminate 
 Docker containers Across a cluster 
 of EC2 instances Mount persistent 
 volumes at launch Private Docker 
 repositories Amazon EC2 Container Service
  • 27. aws.amazon.com/blogs/aws/ec2-container-service-latest-features-customer-successes-and-more Amazon EC2 Container Service: New Features Support coming soon for: Docker Compose Docker Swarm
  • 29. λAWS Lambda An event-driven computing service for dynamic applications
  • 30. A Focus on Functions, Data and Events AutomaticCloud FunctionsEvents from AWS services
  • 31. Serverless backends for mobile apps Amazon Cognito Sync Dataset Amazon DynamoDB Table Map local functions to invoke Lambda Functions synchronously Maintain Intelligence in the cloud and not the device Chain multiple Functions or call them in Parallel ☺ AWS Mobile SDKs (iOS, Android) Personalize your notification for every user Pre-process or validate data on the fly pre-process before persisting SNS Push Notification
  • 33. us-west-2 ELB ELB Bidders Ad Servers us-east-1 ELB ELB Bidders Ad Servers eu-west-1 ELB ELB Bidders Ad Servers ap-southeast-1 ELB ELB Bidders Ad Servers ap-northeast-1 ELB ELB Bidders Ad Servers Kinesis S3 60B Events/ Day 600k Files/ Day SQS SQS SQS SQS Machine Learning Analytics Dynamic Creatives Profiles DynamoDB us-west-2 DynamoDB us-east-1 DynamoDB eu-west-1 DynamoDB ap-southeast-1 DynamoDB ap-northeast-1
  • 35. Create robust, scalable and secure APIs in minutes Amazon API Gateway Versioning Metering and throttling Caching Signing & authorization SDK generation
  • 36. Mobile Apps Websites Services Internet CloudWatch API Gateway API Gateway Cache Lambda Functions EC2 Endpoints Any Other Endpoint