AWS offers an array of products and services to handle the unprecedented volumes of traffic, enormous user numbers and vast amounts of data being experienced by a successful mobile app that takes off. Learn how with new found agility and amazingly low time to market, these must-know best practices and techniques in the rapidly evolving and highly demanding mobile landscape can ensure success. Featuring Intuit's txtWeb architecture as a case study.

3. 503
Service Temporarily Unavailable
The server is temporarily unable
to service your request due to
maintenance downtime or capacity
problems. Please try again later.

4. 503
Service Temporarily Unavailable
The server is temporarily unable
to service your request due to
maintenance downtime or capacity
problems. Please try again later.

5. Content Delivery

6. Do-It-Yourself Headaches
Bandwidth
capacity
Uptime
Download
speed
Concurrent
connections
Acceptable
latency
? Audit
Access
control
logs
Customer
locations

8. OFFLOAD static content
• reduce your compute demand and costs
• improve end-user experience
• increase reliability and durability
+

10. ENTIRE SITE via CloudFront
• minimize client-server chatter (keep it at the edge)
• reduce server-database traffic (cache the common
calls)
• speed up mobile app response (persistent connections)
+

12. LOAD BALANCE from the start
• uninterrupted growth and evolution
• ready for massive scale, high reliability
• stateless and redundant array
Availability Zone
Availability Zone

14. REAL-TIME reaction response
• notification of pending news flash (with audible alarm)
• on-demand ramp up of capacity (6 mins.)
• subscriber alert push delivered
• mass response traffic handled (followed by ramp down)

15. http://guidebook.com/getit/

17. $52 / hr day
14
Daily CPU load
12
10
8
Load
6 25% savings
4
2
0
1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24
$15 / hr night
Hour
Optimize by the time of day

19. DATABASE smarts
• enhance reliability, ensure data safety
• optimal performance, minimize load
• scale out and share work
•
Availability Zone
cost reduction
Availability Zone

25. A/B TEST experiment, evolve
• inexpensive idea validation
• seamless switch over and versioning
• rapid dev / test agility

30. What is ?
is a global byte-sized content-based application platform that
enables fast and seamless consumption of information from any mobile device
ACTIVE USERS APPS MONTHLY TRANSACTIONS
Try it: text @wiki internet to 898932

31. The beginning…
January 2011 -
A two member engineering team sets out to create an initial prototype
for the product….
Concept Code Infrastructure
Try it: text @movies to 898932

32. What we needed…
Seamless scaling
No upfront investment
Rapid experimentation
Focus on building product rather than running operations
Try it: text @nasdaq Amazon to 898932

33. The Answer
Try it: text @weather to 898932

34. The benefits AWS provided…
Quick & fast deployment allowed validating ideas/hypothesis
Scale up/out without any hassles
No costs on IT staff-management
Agile, test-driven environment, ability to quickly view and compare results
Try it: text @linkedin to 898932

35. txtWeb architecture overview …
txtWeb
3rd party apps
End Cellular SMS
user service gateway
Try it: text @goog to 898932

36. Early days with AWS…
February 2011 -
Series of architectural + performance A/B tests
Lots of EC2 servers Small Amazon RDS server
Try it: text @imdb Inception to 898932

37. And then…
Fewer EC2 servers Large Amazon RDS server
Try it: text @fb to 898932

38. Surprising workloads…
1,400,000
12 servers
1,200,000
March-April 2011 – The cricket World Cup brought in a
surge of requests to our platform in no time, from 10,000 1,000,000
to 1,000,000 requests/day (100x more)
Requests / day
800,000
600,000
400,000
200,000
2 servers
0
December January February March
2011
Try it: text @tweetbytes to 898932

39. Elastic needs… 30,000
8 Number of Servers Load
25,000
6 20,000
Number of EC2 instances
Peak requests / minute
15,000
4
10,000
2
5,000
0 0
0 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23
Hour of the day (March 2011)
Try it: text @cricket to 898932

40. 100 server hours per day using elastic scaling
vs.
192 server hours per day without
= 48% cost savings
Try it: text @clues to 898932

41. Amazon
Route53
End Cellular Operator SMS
user service aggregator
EC2 EC2
CloudWatch Auto Scaling
alarm trigger Availability Zone 1 Availability Zone 2
Auto Scaling group 3rd party apps
CloudWatch
Amazon S3 Elasti
S3 EMR DDB RDS
Cache
Corporate data
center
Try it: text @sportkit to 898932

42. Architectural changes …
Increased load on database Introduced Amazon ElastiCache layer in
May 2011
Increased write-heavy needs Transactional data logged into Amazon
DynamoDB
Auto Scaling metrics Published CloudWatch custom metric used to
trigger Auto Scaling
Try it: text @word to 898932

44. We are sincerely eager to
hear your feedback on this
presentation and on re:Invent.
Please fill out an evaluation
form when you have a
chance.