In this talk from the AWS Startup Event in Edinburgh, AWS Technical Evangelist Ian Massingham introduces the AWS cloud and the fundamental benefits and characteristics of cloud computing. He also talks about the strong alignment between the capabilities of the AWS platform and the activities that successful startups focus on; continual experimentation, measurement and iteration and focus on their core business.

1. An Introduction to AWS
Ian Massingham
Technical Evangelist
ianmas@amazon.com
@IanMmmm

2. Why are organisations using the Cloud?

3. #1: Agility
The primary reason businesses are
moving so quickly to AWS and the cloud

4. Why does agility matter?

5. Hotels Music Magazines Storage

6. Enterprises Can’t Afford to Be Slow
Old World:
Infrastructure in
weeks

7. A Culture of Innovation: Experiment Often & Fail Without Risk

8. #2: Platform Breadth
A broad and deep platform helps customers
build sophisticated, scalable applications

9. Enterprise
Applications Virtual Desktops Sharing & Collaboration
Access
Control
Real-time
Streaming Data
Core Services Storage
(Object, Block
and Archival)
Compute
(VMs, Auto-scaling
and Load Balancing)
Databases
(Relational, NoSQL,
Caching)
Mobile Services
Identity
Sync
Mobile
Analytics
Networking
(VPC, DX, DNS)
Usage & Resource
Tracking
CDN
Infrastructure Regions Availability Zones Points of Presence
Monitoring
and Logs
Administration &
Security
Key Storage &
Management
Identity
Management
Service
Catalog
Platform
Services
Deployment & Management
One-click web app
deployment
Dev/ops resource
management
Resource Templates
Push
Notifications
App Services
Queuing &
Notifications
Workflow
App streaming
Transcoding
Email
Search
Analytics
Hadoop
Data
warehouse
Data
Pipelines
Code Deploy
Code Pipeline
Code Commit

10. #3: Continual Iteration and Innovation
AWS continuously upgrades
infrastructure, so you don’t have to

11. 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

12. Amazon EC2
Amazon EBS
AWS Import
& Export
AWS Identity
& Access
Management
Amazon SNS
Elastic Load
Balancing
Auto Scaling
Amazon VPC
Amazon RDS
Amazon EMR
Amazon
CloudWatch
GovCloud
AWS Direct
Connect
AWS Elastic
Beanstalk
AWS
CloudFormation
Amazon
ElastiCache
Amazon SES
2008 2009 2010 2011
Amazon EC2
Amazon
CloudSearch
Amazon
Dynamo DB
Amazon Glacier
Amazon Redshift
Amazon Route 53
AWS Storage
Gateway
Amazon SWF
Amazon
AppStream
Amazon Elastic
Transcoder
Amazon Kinesis
AWS OpsWorks
Amazon
CloudHSM
Amazon
CloudTrail
AWS Data
Pipeline
Amazon
WorkSpaces
Pace of Innovation at AWS
+24
+48
+61
+82
+159
+280
2012 2013
Since inception AWS has:
• Released 1111 new services and features
• Introduced over 40 major new services
• Announced 46 price reductions
+454
Amazon EC2
Container Service
AWS Lambda
AWS Service
Catalog
AWS Config
AWS CodeDeploy
AWS CodeCommit
AWS CodePipeline
AWS Key
Management Service
Amazon RDS
for Aurora
Amazon Cognito
Amazon Mobile
Analytics
AWS Zocalo
AWS Directory
Service
2014

13. 1
#4: Cost Savings and Flexibility
Trade Capex for
variable expense
3
Pricing model
choice to support
variable & stable
workloads
On-demand
Reserved
Spot
4
Save more
money as you
grow bigger
Tiered pricing
Volume
discounts
Custom pricing
2
Economies-of-scale
provide lower costs
than companies can
do on their own
46 price reductions
since 2006

14. AWS PRICING PHILOSOPHY
More AWS
Usage
More
Customers
More
Infrastructure
Lower
Infrastructure
Costs
Reduced
Prices
Economies of
Scale
Ecosystem
Global Footprint
New Features
New Services
Infrastructure
Innovation
46
PRICE
REDUCTIONS
We pass the savings along to our
customers in the form of low
prices and continuous reductions

15. Who is using AWS and what are the benefits?

16. Startups on AWS
http://aws.amazon.com/solutions/case-studies/

18. 150,000
people are hosted
on any given night

19. Total Number of Guests
January 2013
4 Million
15M
12M
9M
3M
Sep 2008 Mar 2009 Sep 2009 Mar 2010 Sep 2010 Mar 2011 Sep 2011 Mar 2012 Sep 2012 Mar 2013 Sep 2013
Mar 2014 Jun 2014
6M

20. Total Number of Guests
June 2014
15 Million
Up by Over 10 Million in One Year
15M
12M
9M
3M
Sep 2008 Mar 2009 Sep 2009 Mar 2010 Sep 2010 Mar 2011 Sep 2011 Mar 2012 Sep 2012 Mar 2013 Sep 2013
Mar 2014 Jun 2014
6M

21. Total Number of EC2 instances
1,400
1,050
700
350
0
24 48
432
2010 2014
1,300

22. Why AWS?

23. We have a 5 person
operations team.
AWS allows us to devote our resources
and mindshare to the core business.
“
”

24. Enterprises on AWS
http://aws.amazon.com/solutions/case-studies/

25. Innovating in the Cloud

31. INNOVATION IS HARD

32. « If I had asked people what they wanted,
they would have said faster horses. »
– Henry Ford

33. EXPERIMENT
#1 FREQUENTLY

34. « Want to increase innovation?
Lower the cost of failure »
Joi Ito

35. + ELASTIC CAPACITY
+ NO CAPEX
+ PAY AS YOU GO
+ AVAILABLE ON-DEMAND
= NO RISKS
carlosco@amazon.com
@caarlco

36. ON-PREMISES
Experiment Infrequently
Failure is expensive
Less Innovation
carlosco@amazon.com
@caarlco
Experiment Often
Fail quickly at a low cost
More Innovation
$ Millions Nearly $0

37. 35+
SERVICES

39. AMAZON S3
SIMPLE STORAGE SERVICE

42. SPOTIFY ADDS 20,000 TRACKS/DAY TO ITS CATALOGUE

43. MEASURE, IMPROVE,
#2 AND ITERATE

44. « Failure is simply the opportunity to begin
again, this time more intelligently. »
– Henry Ford

46. TEST ENVIRONMENTS

47. 30,000 REQUESTS / SECOND
1 TB TRAFFIC / DAY
CASE STUDY

48. “…AWS
seemed
to
be
the
best
solution
available
to
allow
a
small,
independent
company
to
rapidly
develop
and
test
a
completely
new
infrastructure,
and
host
it.
We
also
loved
the
flexibility
that
AWS
allowed
us,
when
spinning
up
smaller
test
environments,
for
beta
trials,
QA,
localization,
and
during
development.
The
low
initial
cost
was
also
crucial.”
Alex
Evans,
CTO

49. A / B TESTING

52. carlosco@amazon.com
@caarlco
11.6s
Mean time between
deployments
(weekday)
1,079
Max number of
deployments in a
single hour
10,000
Mean number of
hosts
simultaneously
receiving a
deployment
30,000
Max number of
hosts
simultaneously
receiving a
deployment
DEPLOYMENTS AT
AMAZON.COM

53. DATA-DRIVEN
ARCHITECTURES

54. METRICS @ETSY

55. FOCUS ON
#3 YOUR BUSINESS

56. ANY GIVEN NIGHT, 150,000 PEOPLE ARE HOSTED
1000s OF SERVERS, TBs OF STORAGE
5 PERSON OPERATIONS TEAM

57. INNOVATION IS NOT A GOAL,
IT’S AN ONGOING PROCESS

58. « I haven’t failed, I’ve just found
10,000 ways that won’t work. »
– Thomas Edison

59. How can I use AWS services to develop,
deploy and scale my applications?

60. Enterprise
Applications Virtual Desktops Sharing & Collaboration
Real-­‐time
Streaming
Data
Core Services Storage
(Object, Block
and Archival)
Compute
(VMs, Auto-scaling
and Load Balancing)
Databases
(Relational, NoSQL, Caching)
Mobile Services
Infrastructure Regions Availability Zones Points of Presence
Identity
Sync
Mobile
Analytics
Networking
(VPC, DX, DNS)
CDN
Access
Control
Usage
&
Resource
Tracking
Monitoring
and
Logs
Administration &
Security
Key
Storage
&
Management
Identity
Management
Service
Catalog
Platform
Services
Deployment & Management
One-­‐click
web
app
deployment
Dev/ops
resource
management
Resource
Templates
Push
Notifications
App Services
Queuing
&
Notifications
Workflow
App
streaming
Transcoding
Email
Search
Analytics
Hadoop
Data
warehouse
Data
Pipelines
Code
Deploy
Code
Pipeline
Code
Commit

61. 11 regions
28 availability zones
51 edge locations
Infrastructure

62. Comprehensive Security Capabilities, Validated by Experts
PEOPLE & PROCESS
SYSTEM
N E T W O R K
P H Y S I C A L
Familiar security model Customer ecosystem Partner ecosystem Every customer benefits
https://aws.amazon.com/security/

63. Compute
Compute
(EC2 Instances, Auto-scaling and Load Balancing)

64. New EC2 Instance Type: C4
Compute Optimized
2.9 GHz E5 v3 (Haswell)
Up to 36 vCPUS
EBS-optimized by default, at no extra cost

65. Networking, Security & Access Control
Networking
VPC
Route 53
Direct Connect
Security
IAM
CloudTrail
CloudHSM

66. Storage
Storage
(Object, Block and Archive)

67. New EBS Volumes
General Purpose (SSD)
Up to 16TB
10,000 IOPS
Up to 160MBps
Provisioned IOPS (SSD)
Up to 16TB
20,000 IOPS
Up to 320 MBps

68. Databases
Relational
NoSQL
Caching

69. Analytics
Hadoop
Real-time
Data warehouse
Data workflows

70. App Services
Queuing
Orchestration
App Streaming
Transcoding
Email
Search

71. Deployment & Management
Containers
Dev/ops Tools
Resource Templates
Usage Tracking
Monitoring and Logs

72. Mobile Services
Identity
Sync
Mobile Analytics
Notifications

73. Amazon
Cognito
Amazon
Mobile Analytics
Amazon
Mobile SDK
Hi!
SNS Push
Notifications
AWS Mobile Services

74. THANK YOU
Ian Massingham
Technical Evangelist
ianmas@amazon.com
@IanMmmm