Amazon web services : "How Does Cloud Computing Change the Business Model for Consumers and Providers?"

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Amazon web services : "How Does Cloud Computing Change the Business Model for Consumers and Providers?"

by Kingsley Wood

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Amazon web services : "How Does Cloud Computing Change the Business Model for Consumers and Providers?"

  1. 1. Amazon  Web  Services    How  Does  Cloud  Compu9ng  Change  the  Business   Model  for  Consumers  and  Providers?   Kingsley  Wood   Business  Development  -­‐  Asia  Pacific  
  2. 2. Amazon  ?   Don’t   y ou   g uys   s ell   b ooks   ?  
  3. 3. AMAZON’S  THREE  BUSINESSES   Consumer  (Retail)   Seller   Developers  &   Business   Business   IT  Professionals  Tens  of  millions  of   Sell  on  Amazon   On-­‐demand  ac-ve  customer   websites   infrastructure  for  accounts   hos-ng  web-­‐scale   Use  Amazon   solu-ons  Seven  countries:  US,   technology  for  your  UK,  Germany,  Japan,   own  retail  website   Hundreds  of  France,  Canada,   thousands  of   Leverage  Amazon’s  China   registered  customers   massive  fulfillment   center  network  
  4. 4. Amazon.com  vs.  AWS  2008: AWS bandwidth usage 30% greaterthan Amazon.com global websites 2007: AWS bandwidth usage surpassed Amazon.com global websites2001 2002 2003 2004 2005 2006 2007 2008 Bandwidth Usage: AWS Amazon.com
  5. 5. Amazon  Web  Services   hRp://aws.amazon.com  
  6. 6. The   7 0/30   S witch   30%   70%  On-­‐Premise   Your   Managing All of the Business “Undifferentiated Heavy Lifting”Infrastructure  
  7. 7. Cloud   C ompu9ng   F lips   i t   a round   30%   70%  On-­‐Premise   Your Managing All of the Business “Undifferentiated Heavy Lifting”Infrastructure   ConfiguringCloud-­‐Based   More Time to Focus on Your Cloud Your BusinessInfrastructure   Assets 70%   30%  
  8. 8. Serving   over   5   Million   users  per  month  !  Only  3  full  -me  staff  !  
  9. 9. Dropbox   o n   A WS  Millions  of   Users  !   2  GB  Free  !  
  10. 10. ?
  11. 11. 1) Elastic Capacity Scaling up and down in minutes No need to provisionOptimize resources based on your needs
  12. 12. 2) Faster time to marketInfrastructure is no longer a barrier Easier to test a solution Easier to deploy worldwide
  13. 13. 3) No initial investment (No CapEx)Cloud Computing doesnt require initial investments You pay for it in a different way
  14. 14. 4) Pay as you go, pay for what you use Example: Pay servers "by the hour", only the ones you usePay storage "per Gigabyte", only the ones you use
  15. 15. 5) Focus on your businessAutomation + Better management tools Less time is spent on repetitive tasks
  16. 16. U9lity   P ricing   M odel  Virtual  Servers  and  Storage  On  Demand   Pay  only  for   what  you  use  !  
  17. 17.   Typical  Dilemma: Predic9ng   I nfrastructure   N eeds  Infrastructure Cost $ You just lost Solv   ed  ! Customers Large Capital Expenditure Predicted Demand Traditional Opportunity Hardware Cost Actual Demand Automated Virtualization Time
  18. 18. Wall   S treet   &   C loud   C apacity   3000 CPU’s for one firm’s risk management processes3000 Virtual CPU’s 300 CPU’s on weekends300 Wednesday Thursday Friday Saturday Sunday Monday Tuesday 4/22/2009 4/23/2009 4/24/2009 4/25/2009 4/26/2009 4/27/2009 4/28/2009
  19. 19. New   Y ork   T imes   TimesMachine   :   1 851-­‐1922  4 TB TIFF images 100 CPU’s in cloud 11 Million PDFs 100 CPU’s x 24 hours x $0.10 / Hr = $240
  20. 20. Faster,   C heaper   Virtual  Servers  On  Demand   Eli Lilly automated deployment of departmental servers and scientific grid computing clustersInternal  IT     AWS  4-­‐5  weeks   2-­‐3  minutes  
  21. 21. www.YourWebsite.com   Staging.YourWebsite.com   Elas9c  IP   Dynamic  IP   183.12.43.11   172.0.1.13   Produc-on   Staging   instance   instance  
  22. 22. Exterior Firewall Hardware MyWebSite.comor Software Solution to openstandard Ports (80, 443)Web Load BalancerHardware or Software solution  to distribute traffic over web   LB  servers    Web TierFleet of machines handling   Web   Web  HTTP requests.   Server   Server    Backend Firewall Limitsaccess to application tier from  web tier           LB  App Load Balancer  Hardware or Software solution to    spread traffic over app servers        App Server Tier  Fleet of machines handling   App  Server   App  Server   App  Server     Backups onApplication specific workloads     Tapes PeriodicCaching server machines can   backups stored onbe implemented at this layer     Tapes usually     managed by 3rdData Tier     party at their siteDatabase Server machines with     MySQL   MySQL  master and local running    separately, Network storage for Master   (Slave)  Static objects     Tapes       A Classic Web Architecture      
  23. 23. MyWebSite.com DNS ELB: Web Tier LB         Auto-­‐scaling  group  :  Web  Tier     Auto-­‐scaling  group  :  Web  Tier           Web   Web   Web   Web       Server   Server     Server   Server                       SLB       SLB                           App  Server     App  Server     App  Server     App  Server   App  Server     App  Server     Cloud           Front               Auto-­‐scaling  group  :  App  Tier     Auto-­‐scaling  group  :  App  Tier                       RDS   RDS   RDS   Amazon         S3   Master   Slave   Slave               Availability  Zone  #1   Availability  Zone  2     Availability  Zone  #n  A Scalable Web Architecture on AWS
  24. 24. Features  of  Cloud  Compu9ng   Scalable  Increase  or  decrease   Cost  Effec9ve   capacity  in  minutes   Low  rate,  pay-­‐as-­‐you-­‐go   Automa-on   Reliable   Secure   Mission  Cri-cal   Mul-layer  security  facili-es   Infrastructure  
  25. 25. Virtual   P rivate   C loud   ( VPC)   Customer’s isolated AWS resources Subnets Router VPN Gateway Amazon Web Services Cloud Secure VPN Connection over the Internet Customer’s Network
  26. 26. Security
  27. 27. Customers  in  190  Countries  
  28. 28. AWS   P artners  The  power  of  the  AWS  Ecosystem  
  29. 29. Amazon   W eb   S ervices   Overview  Compute  EC2  -­‐  Elas%c  Compute  Cloud      EMR  -­‐  Elas%c  MapReduce      Elas9c  Beanstalk  Storage    S3  -­‐  Simple  Storage  Service      EBS  -­‐  Elas%c  Block  Storage      Import/Export  Database  BYODB  -­‐  Bring  Your  Own  DB      RDS  -­‐  Rela%onal  Database  Service      SimpleDB  -­‐  Non-­‐Rela%onal  Delivery  CloudFront  -­‐  Content  Delivery      Route  53  –  DNS      SES  –  Simple  Email  Service  Messaging,  Monitoring,  Networking,  Payments  
  30. 30. Kingsley  Wood  Business  Development  -­‐  Asia  Pacific  kwood@amazon.com   hRp://aws.amazon.com  

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