Join our upcoming webinar to explore how Rackspace helped PowerChord, a marketing firm for local digital storefronts, migrate their customer’s Microsoft workloads to AWS, then reduce the costs of their steady-state environment, while still being able to scale for unexpected spikes in traffic.

1. © 2018, Amazon Web Services, Inc. or its Affiliates. All rights reserved.© 2018, Amazon Web Services, Inc. or its Affiliates. All rights reserved.
Streamline the Migration and
Management of Your Microsoft
Apps on AWS
Zlatan Dzinic, Partner SolutionsArchitect,Amazon Web Services,Inc.
Paul Gore, SolutionsArchitect,Rackspace, Inc.
Michael Van Diest, Director of Engineering,PowerChord,Inc.
June 26, 2018
10:00 AM PDT

2. © 2018, Amazon Web Services, Inc. or its Affiliates. All rights reserved.© 2018, Amazon Web Services, Inc. or its Affiliates. All rights reserved.
Windows on Amazon Elastic Compute
Cloud (Amazon EC2)
Zlatan Dzinic, Partner SolutionsArchitect,Amazon Web Services,Inc

3. © 2018, Amazon Web Services, Inc. or its Affiliates. All rights reserved.
Our solution
Retiringtechnical
debt
Acceleratingdigital
transformation
Lowering
costs

4. © 2018, Amazon Web Services, Inc. or its Affiliates. All rights reserved.
Innovation: Windows on Amazon Web Services (AWS)CustomerAdoption
2008 Today
WS 2008 & SQL Server2008
Visual Studio Toolkit
MSFT SCOM plug-in release
AWS Directory Service
EC2 Dedicated Hosts (BYOL)
MSFT SharePoint 2016 (Marketplace)
WS 2008 R2 SQL Server2008 R2
WS 2003
.NET SDK
MSFT SCVMM Plug-in
WS 2012 & SQL Server2012
AWS Tools for Windows PowerShell
Amazon RDS adds SQL Server
EC2 Run Command
EC2 Systems Manager
WS & SQL 2016
EC2 Dedicated Instances (BYOL)
▪ 41 instance type,10 instance families
▪ 31 differentAMIsfor Windowsworkloads
▪ 300 differentWindowsISV listingsinAWS
marketplace
.NET on Lambda
SAP instance on AWS 2012

5. © 2018, Amazon Web Services, Inc. or its Affiliates. All rights reserved.
Accelerate
innovation
Reduce
costs
Increase
agility
Improve uptime and
performance
Tap intothe extensive AWS
Partner Network(APN)
Benefits of running Microsoft workloads on AWS

6. © 2018, Amazon Web Services, Inc. or its Affiliates. All rights reserved.
▪ Focus on deliveringcustomer value instead oftime-
consuminghardware maintenance
▪ Access to the broad and deep set of cloud services to
transform your business model
▪ Provision resources on-demandand reducelengthy
procurement and deployment cycles
▪ Remove barriers such as risk, upfront cost, and
complexityaroundintegratingnewtechnologies like
the Internet ofThings (IoT) and machine learning
Our technology challenges

7. © 2018, Amazon Web Services, Inc. or its Affiliates. All rights reserved.
▪ Pay onlyfor what you need and replace CapEx with
OpEx
▪ Bring your existingMicrosoft software licenses
▪ Continue to derive value from existinginvestments
as part of a hybrid architecture
▪ Use Amazon EC2Reserved Instances to save up to
70% off of the on-demand price
▪ Improve application performance without hardware
refresh costs
Reduce costs

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▪ Reduce lengthyprocurement and development cycles
▪ Advance new business opportunitiesin geographic
regions you don’t currentlyoperate in byleveraging
the AWS global infrastructure
▪ Improve developer productivitybyimplementing
DevOps processes such as CI/CD, microservices,
infrastructure as code, logging and monitoring,
platform-as-a-service, and version control
Increase agility

9. © 2018, Amazon Web Services, Inc. or its Affiliates. All rights reserved.
▪ Establishmulti-synchronous geographicredundancy
▪ Leverage a varietyof Amazon EC2 instance types,
each optimized to supportthe needs
of your target workload
▪ Immediatelyrespondto changingresource
requirements usingAWSAuto Scalingand ElasticLoad
Balancing
▪ Place applications and data in AWSAvailabilityZones
near end users to reduce latency
Improve uptime and performance

10. © 2018, Amazon Web Services, Inc. or its Affiliates. All rights reserved.
▪ Engage with one of the tens of thousands ofAWS
Partner Network (APN) Consultingand Technology
Partners
▪ Develop a Windows migration strategyleveragingan
APN ConsultingPartner that holdsthe Microsoft
Workload Competency
▪ Leverage the software your organization is already
familiar with and try out new technologysolutions
usingindependent software vendors (ISVs)found in
AWS Marketplace
Tap into the extensive AWS Partner Network

11. © 2018, Amazon Web Services, Inc. or its Affiliates. All rights reserved.
▪ Current and legacy versions available
from AWS Marketplace or AWS
Management Console
▪ License costs included in AWSbill
▪ AWS handles license compliance
Licensing options on AWS
License-included:
▪ Can use License Mobilitythrough
Software Assurance or Amazon
EC2 Dedicated Hosts
▪ Extend license investmentsto the
cloud and payonly for AWS
services you consume
▪ You are responsible for license
compliance
Bring yourown licenses:

12. © 2018, Amazon Web Services, Inc. or its Affiliates. All rights reserved.© 2018, Amazon Web Services, Inc. or its Affiliates. All rights reserved.
PowerChord + Rackspace + AWS
PowerChord: Providing Digital Solutions for Brands
with Dealer Networks
Paul Gore, SolutionsArchitect,Rackspace, Inc.
Michael Van Diest, Director of Engineering, PowerChord,Inc.

13. © 2018, Amazon Web Services, Inc. or its Affiliates. All rights reserved.
PowerChord
▪ Digital platform helps manufacturers grow
online engagement and in-store sales through
their dealer networks
▪ Industryexpertise coupled with advanced
technologyprovides easy-to-use, scalable
tools helpingcustomers compete against
large, online retailers
▪ Operates in 28 countries;services 10,000+
local sites worldwide
▪ Headquartered in St.Petersburg, Florida

14. © 2018, Amazon Web Services, Inc. or its Affiliates. All rights reserved.
Legacy architecture
▪ Microsoft IIS Web Servers with session
state stored locally
▪ Load balancingvia IIS ApplicationRequest
Routing(ARR)hosts
▪ Custom content deliverynetwork(CDN)
for image resizing
▪ Microsoft SQL Server database utilizing
Microsoft Distributed Transaction
Coordinator (MSDTC)for transaction
sharing

15. © 2018, Amazon Web Services, Inc. or its Affiliates. All rights reserved.
PowerChord pre-migration to AWS
▪ Single points offailure

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PowerChord pre-migration to AWS
▪ Single points offailure

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PowerChord pre-migration to AWS
▪ Single points offailure
▪ Resources dedicated to
maintaininginfrastructure

18. © 2018, Amazon Web Services, Inc. or its Affiliates. All rights reserved.
PowerChord pre-migration to AWS
▪ Single points offailure
▪ Resources dedicated to
maintaininginfrastructure

19. © 2018, Amazon Web Services, Inc. or its Affiliates. All rights reserved.
PowerChord pre-migration to AWS
▪ Single points offailure
▪ Resources dedicated to
maintaininginfrastructure
▪ Poor scalability

20. © 2018, Amazon Web Services, Inc. or its Affiliates. All rights reserved.
PowerChord pre-migration to AWS
▪ Single points offailure
▪ Resources dedicated to
maintaininginfrastructure
▪ Poor scalability

21. © 2018, Amazon Web Services, Inc. or its Affiliates. All rights reserved.
PowerChord pre-migration to AWS
▪ Single points offailure
▪ Resources dedicated to
maintaininginfrastructure
▪ Poor scalability
▪ Operationaltasks too time
consuming

22. © 2018, Amazon Web Services, Inc. or its Affiliates. All rights reserved.
PowerChord pre-migration to AWS
▪ Single points offailure
▪ Resources dedicated to
maintaininginfrastructure
▪ Poor scalability
▪ Operationaltasks too time
consuming
▪ Inconsistentreliability,
performance, and efficiency

23. © 2018, Amazon Web Services, Inc. or its Affiliates. All rights reserved.
The Need
Cloud Technology and a Managed Service Provider

24. © 2018, Amazon Web Services, Inc. or its Affiliates. All rights reserved.
PowerChord’s requirements
Cloud technology
▪ Application scalability
▪ Managed infrastructure and
database services
▪ Consistent performance
▪ Resilient architecture
▪ Improved security posture
Managed service provider
▪ Provider with deep knowledge of
databases(specificallyMSSQL)
▪ Provider with extensive AWS
experience
▪ Provider that holds industry credibility
▪ Provider that worked as a partner

25. © 2018, Amazon Web Services, Inc. or its Affiliates. All rights reserved.
Why AWS?
Offers managed services
▪ Amazon RelationalDatabase
Service (Amazon RDS)
▪ ElasticLoad Balancing(ELB)
▪ Amazon ElastiCachefor Redis
▪ AWS Directory Service for
Microsoft Active Directory
▪ AWS WAF
Offers global infrastructure to provide
global delivery
▪ 18 GeographicRegions, as of May 2018
▪ 4 more GeographicRegions planned
for 2018
▪ 55 AvailabilityZones (AZs)worldwide, as
of May 2018
▪ 12 more AvailabilityZones planned
for 2018

26. © 2018, Amazon Web Services, Inc. or its Affiliates. All rights reserved.
Rackspace: An audited AWS managed service provider
▪ Rackspace has a historyof managing
production environmentsforthousands
of companies worldwide
▪ Rackspace provided proventoolingand
expertise and guided PowerChord in migrating
the applicationto AWS
▪ Rackspace expertise in application and
database management moved PowerChord
beyond a migration to take full advantageof
the flexibilityand resilience ofthe cloud

27. © 2018, Amazon Web Services, Inc. or its Affiliates. All rights reserved.
The Process
A Journey Together (PowerChord, AWS, Rackspace)

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Rackspace migration framework
Plan Analyze Design Migrate Manage Optimize

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PowerChord migration sequence
Step 1
Createda
“Landing Zone”
Step 2
Migrated the MS SQL
ServerTier
Step 3
Migrated the IISWeb
ApplicationTier
Step 4
Production
cutover

30. © 2018, Amazon Web Services, Inc. or its Affiliates. All rights reserved.
PowerChord migration sequence
Step 1: Landingzone
▪ Account structure
▪ VPC/network design
▪ Security
▪ Active directory

31. © 2018, Amazon Web Services, Inc. or its Affiliates. All rights reserved.
PowerChord migration sequence
Step 2: Migrate MS SQL Server Tier
▪ Deploy Amazon RDS for SQL Server
▪ Migration methods:
▪ Backup/restore
▪ Import/export bulkcopy
▪ SQL log shipping
▪ Hybrid architecture
▪ AWS Database Migration Service

32. © 2018, Amazon Web Services, Inc. or its Affiliates. All rights reserved.
PowerChord migration sequence
Step 3: Migrate IIS Web ApplicationTier
▪ Choose a server and application migration
strategy:
▪ Manual migration(buildnewservers and
migrateapplications)
▪ Tool-based migration (block-level
synchronization)
▪ Perform extensivetesting
▪ Maintainroll-backcapability

33. © 2018, Amazon Web Services, Inc. or its Affiliates. All rights reserved.
PowerChord migration sequence
Step 4: Production cutover
▪ Plan carefully
▪ Test replicationand/orsynchronization
▪ Test cutovermethod (e.g. DNS TTL)
▪ Maintainlegacyenvironment
temporarily(ifpossible)

34. © 2018, Amazon Web Services, Inc. or its Affiliates. All rights reserved.
Post-migration architecture
▪ Amazon EC2Auto Scalingand Application
Load Balancer:
▪ Monitorthe health of running
instances
▪ Self-healing– replaceimpaired
instances automatically
▪ Balance capacityacross Availability
Zones
▪ Dynamic scaling
Load balancing and scaling

35. © 2018, Amazon Web Services, Inc. or its Affiliates. All rights reserved.
Post-migration architecture
▪ Amazon EC2Auto Scalingand
Application Load Balancer:
▪ Monitor the health of running
instances
▪ Self-healing– replace impaired
instances automatically
▪ Balance capacityacross Availability
Zones
▪ Dynamic scaling
Load balancing and scaling

36. © 2018, Amazon Web Services, Inc. or its Affiliates. All rights reserved.
Post-migration architecture
▪ Amazon EC2Auto Scalingand
Application Load Balancer:
▪ Monitorthe health of running
instances
▪ Self-healing– replaceimpaired
instances automatically
▪ Balance capacityacross Availability
Zones
▪ Dynamic scaling
Load balancing and scaling

37. © 2018, Amazon Web Services, Inc. or its Affiliates. All rights reserved.
▪ Amazon EC2Auto Scalingand
Application Load Balancer:
▪ Monitorthe health of running
instances
▪ Self-healing– replaceimpaired
instances automatically
▪ Balance capacityacross Availability
Zones
▪ Dynamic scaling
Post-migration architecture
Load balancing and scaling

38. © 2018, Amazon Web Services, Inc. or its Affiliates. All rights reserved.
Post-migration architecture
Load balancing and scaling
▪ Amazon EC2Auto Scalingand
Application Load Balancer:
▪ Monitorthe health of running
instances
▪ Self-healing– replaceimpaired
instances automatically
▪ Balance capacityacross Availability
Zones
▪ Dynamic scaling

39. © 2018, Amazon Web Services, Inc. or its Affiliates. All rights reserved.
Post-migration architecture
Load balancing and scaling
▪ Amazon EC2Auto Scalingand
Application Load Balancer:
▪ Monitorthe health of running
instances
▪ Self-healing– replaceimpaired
instances automatically
▪ Balance capacityacross Availability
Zones
▪ Dynamic scaling

40. © 2018, Amazon Web Services, Inc. or its Affiliates. All rights reserved.
Post-migration architecture
▪ Amazon ElastiCache forRedis:
▪ Offloads session state from web hosts
▪ Enables internet-scale applications
▪ In-memory data store
▪ Personal application experience
Session state and output caching
ElastiCache
ElastiCache

41. © 2018, Amazon Web Services, Inc. or its Affiliates. All rights reserved.
Post-migration architecture
▪ Amazon RDS for Microsoft SQL Server:
▪ Easy,managed deployments
▪ Fast, predictable storage performance
▪ Backup and disaster recovery
▪ Push-buttonscaling
▪ Availabilityand reliability
Database

42. © 2018, Amazon Web Services, Inc. or its Affiliates. All rights reserved.
Post-migration architecture
Final

43. © 2018, Amazon Web Services, Inc. or its Affiliates. All rights reserved.
Post-migration architecture
▪ AWS Directory Service (Managed Microsoft Active Directory)
▪ Amazon Simple Storage Service (Amazon S3)
▪ AWS Certificate Manager (ACM)
▪ AWS CloudFormation
▪ AWS WAF
▪ Amazon Route 53 (a DNS web service)
▪ AWS Key Management Service (AWS KMS)
▪ AWS Shield
AWS managed services

44. © 2018, Amazon Web Services, Inc. or its Affiliates. All rights reserved.
The Take Away

45. © 2018, Amazon Web Services, Inc. or its Affiliates. All rights reserved.
Confidence: Managed service provider
A service providerthat
works as a partner
Deepexpertise 24/7 presence

46. © 2018, Amazon Web Services, Inc. or its Affiliates. All rights reserved.
PowerChord wins with Rackspace and AWS
▪ Offloadinginfrastructure
management allows PowerChordto
focus on theircore product
▪ Cost reduction bymatching
provisionedresources to actual
utilization
▪ Increased uptime by makinguse of
AWS Auto Scalingand multi-AZdesign
▪ Application performance improvements
by decouplingfunctionsand using
managed services
▪ Increased agilityby enablingDevOps
processes includinginfrastructure as
code
▪ Improved capabilitybyleveraging
Rackspace deep expertise and support
for Windows on AWS

47. © 2018, Amazon Web Services, Inc. or its Affiliates. All rights reserved.© 2018, Amazon Web Services, Inc. or its Affiliates. All rights reserved.
Thank You
Questions & Answers
Zlatan Dzinic, Partner SolutionsArchitect,Amazon Web Services,Inc.
Paul Gore, SolutionsArchitect,Rackspace, Inc.
Michael Van Diest, Director of Engineering,PowerChord,Inc.