Keynote de Matt Wood no AWS Summit 2013 São Paulo

1. ~

2. Juliano Tubino
@jtubino
Marketing Director, Amazon Web Services

3. Thank you to our sponsors
Gold
Silver
Bronze

4. AWS Summit 2013
Keynote: Dr. Matt Wood
Intervalo visita Expo - Soluções & Parceiros
Services
Overview
Deep
Dive
Best
Practices
Use
Cases
Arquitecture
Coquetel Encerramento
09:30
-­‐
11:00
11:30
-­‐
13:00
Break
13:00
18:00
–
19:00
15:30
-­‐16:00

5. Apresentacoes e Videos:
http://awshub.com.br
Pessoal
e totalmente transferivel

6. Network: AWS 2013
Password: summit2013
Wireless Network

7. Vamos escrever juntos a historia do Cloud Computing
no Brasil

8. Dr. Matt Wood
@mza
General Manager, Data Science

9. ~

10. Thank you.

11. Our largest AWS Summit series, ever.
Over 36,000 people registered
MumbaiDelhi
Bangalore ~

12. Building blocks
Compute, Storage, Database & Application Services

13. Building blocks
Compute, Storage, Database & Application Services
Resizable compute
resources

14. Building blocks
Compute, Storage, Database & Application Services
Non-relational
databases

18. Seven years young
Amazon S3 launched: March 14th, 2006

19. 100,000s of customers,
across 190 countries.

20. 30+ services spanning
compute, storage, database
and application management

21. December 14th, 2011

22. 10,000s
of
customers
across
La1n
America

23. Both here
and abroad

24. More AWS
Usage
More
Infrastructure
Economies
of Scale
Lower
Infrastructure
Costs
Reduced
Prices
More
Customers

25. Infrastructure
Innovation
More AWS
Usage
More
Infrastructure
Economies
of Scale
Lower
Infrastructure
Costs
Reduced
Prices
More
Customers

26. Ecosystem
Global Footprint
New Features
New Services
Infrastructure
Innovation
More AWS
Usage
More
Infrastructure
Economies
of Scale
Lower
Infrastructure
Costs
Reduced
Prices
More
Customers

27. More AWS
Usage
More
Infrastructure
Economies
of Scale
Lower
Infrastructure
Costs
Reduced
Prices
More
Customers
37 price reductions since 2006

28. Over 580 partners in Latin America.
Over 385 here in Brazil.

29. 2007 2008 2009 2010 2011 2012
159
82
61
48
24
9
Including:
AWS Oregon Region
Elastic Beanstalk (Beta)
Amazon SES (Beta)
AWS CloudFormation
Amazon RDS for Oracle
AWS Direct Connect
AWS GovCloud (US)
Amazon ElastiCache
VPC Virtual Networking
VPC Dedicated Instances
SMS Text Notification
Including:
Amazon SNS
Amazon CloudFront
Amazon Route 53
S3 Bucket Policies
RDS Multi-AZ Support
RDS Reserved Databases
AWS Import/Export
Including:
Amazon RDS
Amazon VPC
Amazon EMR
EC2 Auto Scaling
EC2 Reserved Instances
Including:
6 new Direct Connect Sites
DynamoDB
RDS in VPC
AWS Trusted Advisor
CloudFormation in VPC
AWS Storage Gateway
Amazon Glacier
Cost Allocation Tagging
CloudFront Live Streaming
Amazon CloudSearch
AWS Marketplace
Red Hat Reserved Instances
New EC2 Instance Types
Multi-AZ Oracle RDS
RDS SQL Server
EC2 RI Marketplace
VM Export
Multiple IPs in VPC
Provisioned IOPS
Oracle Data Pump
New APAC Region - Sydney
AWS Data Pipeline
AWS Pace of Innovation

30. AWS Pace of Innovation
January February March April May June July
12
14
2019
21
18
14
Including:
AWS Management
Console Tablet and
Mobile Support
Elastic Transcoder
Price reduction for
Amazon EC2, global
expansion of M3
Standard Instances, and
reduced data transfer
pricing.
124 New Service Announcements
and Updates so far in 2013
Including:
Amazon Redshift
Available to All
Customers
AWS OpsWorks
IAM Role and Auto
Scaling Support for
Amazon CloudWatch
Monitoring Scripts for
Linux
Amazon SQS and SNS
Announce Lower Prices
and Expanded Free Tiers
- 50% price drop for SQS
Including:
New Lower Pricing for
Amazon EC2 Reserved
Instances
AWS Free Usage Tier
Now Includes Amazon
ElastiCache
Amazon DynamoDB
Reduces Prices
AWS Elastic Beanstalk
for Node.js
Amazon RDS now
supports 3TB and 30,000
Provisioned IOPS per
database instance
Announcing EBS-
Optimized Support for
Additional Instance
Types
Including:
Amazon Redshift and EC2
High Storage instances in
US West (Oregon)
Lower request pricing for S3
EC2 tags console page
Price reduction for Windows
On-Demand EC2 instances
AWS Elastic Beanstalk
supports VPC and IAM
Roles
Secondary Indices for
DynamoDB
Global Certification
Program
Including:
New Edge Location in
Seoul, Korea
GA of Node.js SDK
4000 IOPS per EBS
volume
AWS Direct Connect in
Seattle
OpsWorks launches
CloudWatch metrics and
ELB support
Parallel scan and lower
cost reads for
DynamoDB
7 new features for Elastic
Transcoder
Including:
Amazon Redshift available
in Asia Pacific (Tokyo)
RDS General Availability
and SLA
Amazon RDS price
reduction
AWS Direct Connect
available in Dublin
AWS Free Tier supports
RHEL
Including:
Resource-level permissions
for Amazon EC2 and RDS
Amazon EC2 Dedicated
Instances price reduction
MapR M7 for EMR
Updated Elastic Beanstalk
console
AWS SDK for .Net v2

31. Amazon S3: Over 2 Trillion Total Objects
Q4 2006
Q1 2007
Q2 2007
Q3 2007
Q4 2007
Q1 2008
Q2 2008
Q3 2008
Q4 2008
Q1 2009
Q2 2009
Q3 2009
Q4 2009
Q1 2010
Q2 2010
Q3 2010
Q4 2010
Q1 2011
Q2 2011
Q3 2011
Q4 2011
Q1 2012
Q2 2012
Q3 2012
Q4 2012
Q1 2013
1.1M peak
requests/sec

32. 5/22/2010
7/3/2010
8/14/2010
9/25/2010
11/6/2010
12/18/2010
1/29/2011
3/12/2011
4/23/2011
6/4/2011
7/16/2011
8/27/2011
10/8/2011
11/19/2011
12/31/2011
2/11/2012
3/24/2012
5/5/2012
6/16/2012
7/28/2012
9/8/2012
10/20/2012
12/01/2012
1/12/2013
2/23/2013
4/6/2013
Amazon Elastic MapReduce: Clusters launched by customers
5.5 M clusters
launched since May 2010

33. A wide range of technologies

34. AWS Marketplace: Buy Software Pre-Configured to Run on AWS
Growth since Jan 1, 2013
25 categories
778 product listings
Active customers
Usage per customer
102%
53%

35. Customer Infrastructure Audits
Saves money
Improves availability
Closes security gaps
Increases performance
Recent Performance:
329,000 recommendations
$22M in annualized savings
AWS Trusted Advisor

36. The most radical and transformative of
inventions are those that empower
others to unleash their creativity -
to pursue their dreams
“
”
Jeff Bezos, Letter to Shareholders, 2012

37. The most radical and transformative of
inventions are those that empower
others to unleash their creativity -
to pursue their dreams
“
”
Jeff Bezos, Letter to Shareholders, 2012

39. Transformation:
What drives it?
Who is doing it?
What is next?

40. Transformation:
What drives it?
Who is doing it?
What is next?

41. Economic drivers
Abundance of products
Intensifying competition
Growing consumer power
Reduced customer loyalty
Limited capitalQ
$
D
S

42. Uncertainty

43. Addressing Uncertainty
Acquire resources on demand
Release resources when no
longer needed
Pay for what you use
Leverage others’ core
competencies
Turn fixed cost into variable

44. Perfect fit

45. Defined by technology?

46. The benefits define cloud computing.

47. 1. Trade Capital Expense for Variable Expense
$0 to get started
Pay as you go
Average of 400
servers replaced
per customer
Source: IDC Whitepaper, sponsored by Amazon, “The Business Value of Amazon Web Services Accelerates Over Time.” July 2012

48. 2. Lower Variable Expense Than Companies Can Do Themselves
Source: IDC Whitepaper, sponsored by Amazon, “The Business Value of Amazon Web Services Accelerates Over Time.” July 2012
70% lower 5 year TCO per app
AWS
On-
premises
$3.01M
$0.90M
50% reduction in
analytics costs
Saved 85% on web
hosting expenses
Saved $34M on
SmartHub app

49. 3. You Don’t Need to Guess Capacity
Capacity
Predicted Demand
Time
Rigid. Self hosting.

50. 3. You Don’t Need to Guess Capacity
Capacity
Predicted Demand
Time
Real demand
Rigid. Self hosting.

51. 3. You Don’t Need to Guess Capacity
Capacity
Predicted Demand
Time
Real demand
Under
utilized
Rigid. Self hosting.

52. 3. You Don’t Need to Guess Capacity
Capacity
Predicted Demand
Time
Real demand
Under
utilized
Under
provisioned
Rigid. Self hosting.

53. 3. You Don’t Need to Guess Capacity
Capacity
Predicted Demand
Time
Real demand
Under
utilized
Under
provisioned
Rigid. Self hosting.
Actual demand
Capacity
Time
Elastic.

54. Typical Weekly Traffic to Amazon.com
Sunday Monday Tuesday Wednesday Thursday Friday Saturday

55. Typical Weekly Traffic to Amazon.com
Sunday Monday Tuesday Wednesday Thursday Friday Saturday

56. Typical Weekly Traffic to Amazon.com
Sunday Monday Tuesday Wednesday Thursday Friday Saturday
39%
61%

57. November Traffic for Amazon.com

58. November Traffic for Amazon.com

59. November Traffic for Amazon.com
76%
24%

60. Old World:
Infrastructure in Weeks
4. Dramatically Increase Speed And Agility
AWS:
Infrastructure in Minutes
# of Instances 1,000
Instance Type M3 X-Large
Availability Zone US-West-2b
Launch
aws.amazon.com/managementconsole

61. Increase Innovation When The Cost of Failure Approaches Zero
Old world: AWS:
Experiment infrequently
Failure is expensive
Less innovation
Near $0
Experiment often
Fail quickly at a low cost
More innovation

62. 5. Stop Spending Money on Undifferentiated Heavy Lifting
so you don’t have to...We take care of...
Data Centers
Power
Cooling
Cabling
Networking
Racks
Servers
Storage
Labor
buy and install new hardware
set up and configure new software
build new data centers

63. 6. Go Global In Minutes

64. 1. Trade capital expense for variable expense
2. Lower variable expense than companies can do themselves
3. You don’t need to guess capacity
4. Dramatically improved speed and agility
5. Stop spending money on undifferentiated heavy lifting
6. Go global in minutes
The Benefits of Cloud Computing

65. The Foundation for
21st Century Architectures

69. Old world
Development
Experimentation
Flexibility
Years
$$$
Rigid
Availability Scarce
AWS
Minutes
$0.00
Elastic
Plentiful

70. Old world
Development
Experimentation
Flexibility
Years
$$$
Rigid
Availability Scarce
AWS
Minutes
$0.00
Elastic
Plentiful

71. Rodrigo Paolucci
CEO

72. • Startup founded in 2004 and currently leader in Latin
America in professional management and distribution of
online videos.
• Supports an annual traffic of 15PB, ensuring the delivery
and analysis of more than 400 million video views/month.
• The videos delivered by Samba Tech reach 1 every 10
unique users in Brazil and generate about 2 billion
requests per month.
“AWS is a key partner for the Samba Tech, helping to transform
innovative ideas into reality for our customers.”
"The AWS offers the
security and
scalability that Samba
Tech infrastructure
needs to meet its many
customers throughout
Latin America." -
Lydian Ramalho
Head of IT

73. About Samba Tech e the challenge
• The Samba Tech challenge is to ensure the quality and
safety of delivery with a large volume of media,
keeping high the SLA level to meet the growing
demand of its various customers.
• In addition, there is a need for a reliable and resilient
infrastructure to support the Analytics of Samba
Videos, solution that performs the processing of billions
of data per month to generate accurate information for
strategic decision-making of its customers.
• The "on demand" model of Amazon Web Services
meets fairly adherent Samba needs, supporting the
large variations of demand with safety and reliability.

74. Business Benefits
PARAGRAFO
RESUMO
CASO
_
KEY
WORDS
de
BENEFICIO,
DESAFIO
VENCIDO
–
RESUMO
DO
CASO
EM
UM
PARAGRAFO
• Low cost innovation infrastructure and control
spending.
• Simplified infrastructure management, with quick
and easy access to additional capacity.
• SLA performance doubled with the fault-tolerant
architecture and high-availability supported by
AWS.
• Easier provisioning and reduction in the
development cycle with deployments 15 x faster
PARAGRAFO
RESUMO
CASO
_
KEY
WORDS
de
BENEFICIO,
DESAFIO
VENCIDO
–
RESUMO
DO
CASO
EM
UM
PARAGRAFO

75. ~

76. Transformation:
What drives it?
Who is doing it?
What is next?

77. Transformation:
What drives it?
Who is doing it?
What is next?

78. Every industry.
TRANSFORMED

79. Financial Services
TRANSFORMED

80. Financial Services
Extreme competition
New products and instruments daily
Rapid development and delivery
Rapid experimentation

81. Stringent regulatory, compliance
and security requirements.

82. 40 days to 50 hours
Faster time to market.
Increase security of data collected and processed.

84. Insurance

85. Insurance
Very price sensitive
Highly competitive
Driven by data

86. Huge capacity requirements
(sometimes).

87. 4000 and 5000 cores
on Amazon EMR.
10,000 scenario
models.
5 trillion data
points.
20 TB of
data.
Once a month.
Agricultural weather insurance.

88. 15x data growth since last year.
No need for onsite visits.

89. Media & Advertising
TRANSFORMED

90. 1950 1960 1970 1980 1990 2000 2010
$10,000
$20,000
$30,000
$40,000
$50,000
$60,000
$70,000
Print Only
Including Online
Millions of 2012 Dollars
Newspaper Advertising Revenue
Adjusted for Inflation, 1950 to 2012
Source: Newspaper Association of America
Carpe Diem Blog

91. Media and Advertising
New ways to monetize content
Competitive landscape changing
Highly competitive
Driven by data

93. Hundreds of middle tier services.
10,000s of EC2 instances in multiple regions and zones.
70 billion events a day.

94. Gerson Ferreira
IT Director

95. • The April Group is one of the largest and most
influential media groups and education of Latin
America.
• The group is composed of April S.A., a
company responsible for media (Editora Abril,
Digital Media, Elemídia, MTV and color)
Graphics, logistics and distribution, and April.
“Use AWS as a natural extension of our own Datacenter ".
“We
believe
the
projects
with
AWS
are
naturally
more
viable,
if
compared
with
the
tradi1onal
model,
because
we
pay
just
for
what
we
use”
Gerson
Ferreira
IT
Director

96. O Desafio
• After the acquisition of Total Express, the
Grupo Abril had to plan a 60% expansion in
operations, that would have implications and
direct investments in the datacenter to support
the demand.
• We chose AWS for agility, flexibility and
scalability without the need for infrastructure
investment. Paying exactly what we consume,
avoiding waste and ensuring performance at
the highest peaks.

97. Benefícios alcançados
PARAGRAFO
RESUMO
CASO
_
KEY
WORDS
de
BENEFICIO,
DESAFIO
VENCIDO
–
RESUMO
DO
CASO
EM
UM
PARAGRAFO
• Infrastructure provisioning and migration of data
in record time
• High availability and significant improvement in
the performance of the services
• Elasticity and flexibility to meet the seasonality of
holidays
• Low investment cost and fair operating, without
waste.

98. ~

99. Research & Education
TRANSFORMED

100. Research & Education
Huge impact
Rapid innovation
Collaborative on a global scale

104. 1000 Genomes Project
250 TB of data
~2000 complete genomes
Available to all, via S3

107. 500,000 undergraduate and graduate courses.
70 campuses. Largest Moodle installation.

108. Broadcasting
TRANSFORMED

109. Broadcasting
Spiky
Multiple devices
Increasingly interactive
Live, real time

110. Marcelo Guerra
Internet and Engineering Lead, Rede Globo

111. • A Rede Globo sustenta o título de uma das
maiores redes de televisão do mundo.
• Atualmente a emissora abrange 98,44% do
território Nacional, atingindo 5.482 municípios
e 99,50% da população.
• São mais de 2.500 horas de novelas e mais de
1.800 horas de telejornalismo anuais.
“Todos os nossos projetos que se adequam ao uso de nuvem
tem a AWS como solução base”.
“Atualmente
temos
mais
de
60
produtos
na
AWS,
além
de
usá-­‐la
para
aplicações
de
segunda
tela
com
a
TV”
-­‐
Marcelo
Guerra
–
Internet
and
Engineering
Lead

112. Sobre a Empresa e o Desafio
• A Rede Globo tinha como desafio evitar a compra
desnecessária de hardware e software para usos
pontuais (Programas como Big Brother Brasil e The
Voice Brasil 2).
• Também existia a necessidade de melhorar o SLA de
implantação aliada a possibilidade de confiabilidade e
redundância proporcionada pela nuvem da AWS.
• Sendo assim, o modelo “on demand” da Amazon Web
Services se encaixa perfeitamente as necessidades
pontuais da empresa suportando as grandes variações
de demanda com grande segurança.

119. Benefícios alcançados
PARAGRAFO
RESUMO
CASO
_
KEY
WORDS
de
BENEFICIO,
DESAFIO
VENCIDO
–
RESUMO
DO
CASO
EM
UM
PARAGRAFO
• O acordo de nivel de serviço (SLA)
duplicou o seu desempenho deixando os
clientes internos e externos mais
satisfeitos.
• O tempo de implantação teve uma
redução significativa de 50%.
• Aumento da segurança e performance
dos 60 projetos que possuem a base da
AWS.

120. ~

121. Energy & Manufacturing
TRANSFORMED

122. Energy & Manufacturing
Huge organizations
Strive for agility
Hundreds of developers
IT is a fundamental component

124. 10x faster. 30% of the cost.

125. Running SAP entirely on AWS.
Finance, Sales and Distribution, Purchasing, Project
Management, Business Intelligence, HANA

126. Hospitality
TRANSFORMED

127. Hospitality
Rapid growth
Big opportunities for online engagement
IT is undifferentiated heavy lifting
A ‘long tail’ from B&B to boutiques

132. E-Commerce
TRANSFORMED

133. E-Commerce
Variable usage
Rapid innovation
Social and viral lift

134. 2000 new stores in 1 day.

135. Reduced AWS bill by 40%.

136. 300 E-commerce stores.
$2 billion in transactions in 2012.

137. Frederico Trajano
CIO/COO

138. “A
AWS
permite
que
nossos
desenvolvedores
criem
soluções
inovadoras
com
muito
mais
agilidade”
Frederico
Trajano
• Uma das maiores redes de bens duráveis do Brasil
com 734 lojas.
• Receita Bruta de ~ R$ 9 bilhões
• Forte cultura corporativa com foco em pessoas e
inovação:
Lojas virtuais em 1992
E-commerce em 2000
Magazine Você em 2012
Chip Luiza em 2012
A Empresa

139. • Crescer e inovar com agilidade e rapidez.
Magazine Você
Big Data
Mobile
Clube da Lu
• Desenvolver com custos adequados.
• Melhorar o nível de serviço, alta disponibilidade com
qualidade e segurança.
Desafios

140. Benefícios alcançados
• A AWS acelerou o processo de desenvolvimento de
quatro novos canais de vendas em um ano e meio
• Boa experiência com carregamento de página 2 vezes
mais rápido e o taxa de rejeição caindo pela metade. Ex.
Liquidação Fantástica e Black Friday.
• Redução da despesa com hospedagem.
• Prêmio E-commerce mais inovador do Brasil pelo
e-bit 2013.

141. Transformation:
What drives it?
Who is doing it?
What is next?

142. Transformation:
What drives it?
Who is doing it?
What is next?

143. Big Data
The move to real time information
Deeper integration
Vertical application of analytics
Hadoop will become invisible

144. Amazon Redshift
Fast, fully managed, petabyte scale
data warehouse service.

145. Amazon Redshift
Fast query and IO performance
Encrypted data and backups. Supports VPC.
Compatible with existing SQL and BI tools.
24 spindle instances for parallel data access.
< $1000 per TB per year.

146. Connected Devices
Incredible data generators
Device and content are independent
Increasing workforce mobility

147. Security & Privacy

148. Readily available encryption services
to protect your customers.

149. Readily available encryption services
to protect your customers.
Hardware security modules
AES-256 encryption
SSL for data in transit
IAM federation
Private subnets
VPC by default
Key rotation
Multi-factor authentication
SOC 1 & 2
SAS70 Type II
FISMA moderate
ITAR
HIPAA
DIACAP
FedRAMP
PCI DSS Level 1
ISO 27001

151. 1. Experience
2. Breadth and depth of functionality
3. Pace of innovation
4. Global footprint
5. Price cutting philosophy
6. Ecosystem
HOW TO CHOOSE A CLOUD VENDOR

152. The most radical and transformative of
inventions are those that empower
others to unleash their creativity -
to pursue their dreams
“
”
Jeff Bezos, Letter to Shareholders, 2012

153. Until 13.00: Expo!
Meet partners and sponsors and the
AWS Latin America team.

154. Thank you.
matthew@amazon.com
@mza

155. ~