The document discusses Amazon's approach to innovation using AWS (Amazon Web Services). It outlines 10 steps to innovation based on Amazon's experience: 1) Focus on customers, 2) Experiment frequently, 3) Measure and iterate, 4) Move fast, 5) Foster leadership, 6) Embrace failure, 7) Lower costs of experimentation, 8) Rapidly release improvements, 9) Use metrics to optimize, and 10) Maintain a long term vision. The presentation provides examples of how Amazon has innovated using this approach across many domains like drone delivery, grocery delivery, and cloud computing.

1. Innovating with
Amazon Web Services
Genexus XXV| 28-30-October-2015
Hermann Pais

2. Agenda
AWS
Ac&vate
Amazon
&
Innova&on
Innova&on
Approach
10
Steps
to
Innova&on

3. ThankYou!
aws.amazon.com/ac&vate
Hermann
Pais
–
Head
of
Marke&ng
–
Brazil
@AWSBrasil
@AWSespanol

4. AWS
Ac&vate
-­‐
aws.amazon.com/ac&vate
• Self
starter
• PorGolio
Educa&on,
training,
labs,
mentoring,
credits,
cer&fica&on

5. Amazon & Innovation

6. Most
People
Know
Amazon
For…

8. Or
for
Other
Things…

9.
Technological
innova-on
drives
growth

10. Innovation requires culture
that fosters invention

11.
«
I
think
frugality
drives
innova-on,
just
like
other
constraints.
One
of
the
only
ways
to
get
out
of
a
-ght
box
is
to
invent
your
way
out
»
Jeff Bezos
CEO,Amazon.com

12. How Have We Done This?
Make
innova&on
part
of
the
corporate
DNA

13. Work
backwards
from
the
customer
Narra-ve
process
Primi-ves
Build
upon
exis-ng
services
Single-­‐threaded
teams
Release
Measure
Iterate
Innova&on
Methodology

14. Commitment to Innovation
• 30
missions
prior
to
Apollo
11
moon
landing
• 50%
failed!
http://en.wikipedia.org/wiki/List_of_missions_to_the_Moon

15.
«
Failure
is
simply
the
opportunity
to
begin
again,
this
-me
more
intelligently
»
-­‐Henry
Ford
Founder
of
Ford
Motor
Company

16. “It’s All About the Long Term
• We will continue to focus relentlessly on our
customers.
• We will continue to make investment decisions in
light of long-term market leadership considerations
rather than short-term profitability considerations or
short-term Wall Street reactions.
Amazon: 1997 Letter to the shareholders

17. But it also requires
tools to accelerate experimentation

18. «
Inven-on
requires
two
things:
the
ability
to
try
a
lot
of
experiments,
and
not
having
to
live
with
the
collateral
damage
of
failed
experiments
»
Andy Jassy
SVP,Amazon Web Services

19. amazon is innovating across many domains
Drone Development Fire OS Kindle In-house Entertainment
Grocery Delivery Video Streaming Cross Site ShoppingCloud Computing

20. AWS Platform for Innovation

21. Enterprise Applications
Administration & Security
Core Services
Platform Services
Infrastructure
AWS Marketplace
Machine Learning
Code Deploy, Commit, Pipeline
Mobile Analytics
Lambda
Cognito
EFS Aurora
GRU 3rd AZ

22. Customers can learn from amazon’s
innovation approach

23. Focus on Your Customers
Experiment Frequently
Measure, Improve and Iterate
Most Fast, and Be Nimble
Foster Leadership
Amazon’s Innovation Approach

24. Work
backwards
from
the
customer
(1)
Press
Release
(2)
FAQ
(3)
User
Manual
Focus onYour Customers

25. Customer Focus DefinesYour Business Model:
Value, Selection, and Convenience

26.
“Want
to
increase
innova-on?
Lower
the
cost
of
failure”
–
Joi
Ito
• AWS
Services
enable
experimenta&on
via
primi&ves
• Companies
can
build
on
exis&ng
services
• Rapid
prototyping
and
itera&on
are
key
• Embrace
failure
Experiment Frequently

27. “Our
theories
determine
what
we
measure.”
–
Albert
Einstein
• Iden&fy
your
assump&ons
• Look
beyond
your
frame
of
references
• Be
a
“Culture
of
Metrics”
• A/B
test
for
op&miza&on
• Improve
and
iterate
quickly
Measure, Improve, and Iterate

28. Amazon Website – 1000’s of A/B Tests…

29. “When
a
feature
or
enhancement
is
ready,
we
push
it
out
and
make
it
instantly
available
to
all.” –
Jeff
Bezos
• Speed
of
itera&on
beats
quality
of
itera&on
• Encourage
single-­‐threaded
focus
• Enables
self-­‐directed
teams
• Fosters
ownership
&
autonomy
Move Fast and Be Nimble

30. The
secret
sauce
at
Amazon
is
the
Leadership
Principles
Foster Leadership

31. Customer Obsession
Ownership
Invent and Simplify
Are Right, A Lot
Hire and Develop the Best
Insist on the Highest Standards
Think Big
Bias for Action
Frugality
Vocally Self Critical and Earn Trust of
Others
Be Curious, Learn
Dive Deep
Have Backbone; Disagree and Commit
Deliver Results

32. Finally, keep your vision

33.
«
We've
had
three
big
ideas
at
Amazon
that
we've
stuck
with
for
20
years,
and
they're
the
reason
we're
successful:
put
the
customer
first,
invent,
and
be
pa-ent
»
-­‐Jeff
Bezos
CEO,
Amazon.com

34. Hermann
Pais
Head
of
Markeng
–
AWS
Brazil
@AWSBrasil
@AWSespanol
ThankYou!
aws.amazon.com/acvate