Bynder is a digital asset management company that grew 300% between 2013-2016. In 2012, they moved their data and servers to AWS to address bottlenecks. They then adopted a microservices architecture using services like S3, EC2, RDS, and SQS. In 2014, they went global by deploying clusters across regions and read replicas. They now have clusters in US, EU, and Asia to optimize performance based on customer location. Bynder continues to leverage more AWS services and plans to add functions serverless using Lambda.

1. Marketing Plan
2016
Bynder
Going Global with AWS
Roland Keijzer, CTO

2. About Bynder
200+
Employees
6
Offices
380
Customers
± 150 added
last year
in the US, UK, Spain,
Dubai and The
Netherlands
in 2016
300%
Growth
2013
Incorporated
New Offices in
2014: London & Boston
2015: Barcelona
2016: Dubai
Year-on-year
Homegrown
Built from ground up
Started at the kitchen table
Global
Ambitions
with Dutch roots
Rising Star
Rising Star Award Winner
Deloitte Technology Fast50 2015
Fast50
Deloitte Technology
nominated in 2013 and 2014

3. Our Vision: Branding Automation
ConsumingCultivatingCreating
Grow and improve using metric-driven insights

4. ConsumingCultivatingCreating
Branding Lifecycle
Guidelines
Planning and Budgeting
Creative Project
Management
Decentralized teams
create content
Digital Asset
Management
Centrally provide and
manage all content
Content Hub
Distribute and publish
to external online
and offline channels
Channels
Insights (Analytics and Reporting)
Native Apps
Seamlessly connected
native iPad apps
Brand Store
Equip your team with
advertising materials

5. Customers of All Sizes & From All Industries

6. VPS server
Local (HDD) storage
Bottlenecks: Uploading data, generating
previews, downloading multiple files.
Monthly deployments
How We Got Started

7. What steps did we take
to go Global?

8. Q4 2012
All data to Amazon S3
Move application and SOLR server to Amazon
EC2 (Q3 2013)
Migrated database and caching server to
Amazon RDS and Amazon Elasticache
Email notification with Amazon SES
Amazon ELB for load balancing and to handle
client certificates
Phase 1: Move to the cloud

9. AWS Summit Amsterdam (Q2 2013)
“Everything fails all the time”
Loosely coupled infrastructure
Phase 2: Microservice Architecture

10. Q4 2013
Separated processing functionality from main
application, communication with Amazon SQS
Converter, Zipper, Full-text indexer
Amazon EC2 Autoscaling groups
Amazon Elastic Transcoder
Phase 2: Microservice Architecture

11. Q3 2014
Amazon Cloudformation to automate
deployements
Jenkins for Continuous Integration (CI)
Deployed clusters globally, installed read-
replicas for Amazon RDS and SOLR
Phase 3: Going global

12. Allowing customers to have optimal
performance based on their geo-location
Regions currently in use:
- US-West (California, US)
- US-East (Virginia, US)
- EU-Central (Frankfurt, Germany)
- AP-North-East (Tokyo, Japan)
Local cluster available in Frankfurt to service EU
only clients
Amazon Route53 failovers
Phase 3: Going global

13. Upload Increase 2012 - 2016
0
75000
150000
225000
300000
Monthlynumberofuploads
01/2012 - 04/2016
Q4 2012: Move to the cloud
Q4 2013: Microservice Architecture
Q3 2014: Going global

14. Daily pageviews: ~ 2.2 Million
Daily Amazon S3 traffic out: ~ 500GB
Daily Amazon Cloudfront traffic out: ~ 600GB
~ 45 deployements per week
~ 350 running Amazon EC2 instances
Total Amazon S3 storage: ~ 70TB
Cloud usage

15. Joined in Jan. 2014
Upgraded to Advanced Tier August 2015
Regular calls with AWS
Cost reduction
HIPAA + ISO27001 compliance
Partner Program

16. Task-based architecture
Celery
Amazon Lambda
New cluster in Sydney
China performance
Future Plans

17. Thank You!
www.getbynder.com