Amazon Web Service Sales Role Play - Case Study


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I have enjoyed the interaction with the various gentlemen at AWS so far. All my discussions were thought provoking and the process gave me good learning’s. I found the sales role play exciting exercise which encouraged me to put a best effort and I am sharing this reference with everyone.

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  • This is our understanding of the mkt opportunity in front of WRC.
  • Allow me to build the some proof points right upfront: Amazon (Retail & Sell on Amazon) is our biggest proof point ….. Largest Enterprise Customer for AWS. Playfish is social gaming site. store is hosted by Indianapolic Speedway Motors. They recive spiky traffic……..racedays. They were original hosted with a typ ISP …. Where they built a 50 server farm investment. Shifted to AWS. Netflix has revolutionized the way people rent movies - by bringing the movies directly to them. They need a realiable INFRA to deliver the services to their 20 m subscriber with consistent response time / QoS. “ Originally , Indianapolis Speedway Motor was working with an ISP to configure, manage and setup a server farm of over 50 servers. As they grew, they started looking for more cost-effective solutions. They looked at several major ISPs, CDNs and national computer manufactures,” “ Streaming the IndyCar races live online causes huge spikes in site traffic so we selected Amazon Web Services based on being able to quickly scale and have full control over the computing resources. Paying for only what computing resources needed is a significant cost savings during large spikes.”
  • The site is up – users are happy ---- & new members are join in at healthy pace. Key concern is that business should not losing MEMBERS/money because of outages. And the system should not cost more than its worth. CTO has noticed: degradtion etc CEO wants: performance; scalability, roi etc CFO needs: cost effectiveness, reduce risk.
  • Associated infra created with the shown bus. Model @ 2m subs is WRC is Using a standard 3-tier application architecture, the company deploys a frontend hardware-based load balancer, which manages traffic across 12 Apache web+app servers each running on a separate physical box. The application is running behind the company firewall (DMZ) and uses standard SSL encryption. The backend business logic is implemented in PHP. The application also has a database layer with consists of one master MySQL server and 3 slave servers for greater performance.
  • With AWS --- we are proposing you to move to 0N DEMAND INFRA…….. This is how your infra will look like with us. Instead of Fixed Capacity for peak load … we go for usage based infra.
  • Features of Auto Scaling Scale up Amazon EC2 instances seamlessly and automatically when demand increases. Shed unneeded Amazon EC2 instances automatically and save money when demand subsides If you’re signed up for the Amazon EC2 service, you’re already registered to use Auto Scaling+ELB and can begin using the feature via the Auto Scaling APIs or Command Line Tools. Elastic Load Balancing Using Elastic Load Balancing, you can distribute incoming traffic across your Amazon EC2 instances in a single Availability Zone or multiple Availability Zones. Amazon RDS Amazon Relational Database Service (Amazon RDS) is a web service that makes it easy to set up, operate, and scale a relational database in the cloud. With Amazon RDS, you get full native access to a MySQL database. This means Amazon RDS works with your existing tools, applications, and drivers. You can port an existing database to Amazon RDS without changing a line of code – just point your tools or applications at your Amazon RDS DB Instance and you are ready to go. Amazon RDS automatically patches the database software and backs up your database, storing the backups for a user-defined retention period and enabling point-in-time recovery. You benefit from the flexibility of being able to scale the compute resources or storage capacity associated with your relational database instance via a single API
  • Block diagram of “How the Main Components of WRC app fits into AWS environment” Fundamental Services at the bottom: LB: To distribute web traffic across array of servers AutoScale: To measure loads and calculate compute power for scale up or down Monitor: to collect system statistics for performance anlaytics. EC2 is the core of the solution: Runs the Web+App instances for serving requests. Linux OS is loaded on to the EC2 here. Ebs – local disk storage to provide persistent storage to server instances. Elastic IP for allocating public IP’s RDS layer provides hosted version of MySQL. Aws RDS does patching, failover, backup for complete mgd. service on Db. Any exisiting App can be ported on the AWS services. Open/Commercial App sit on top of this.
  • Proposed WRC infrastructure operates 100% on Amazon Web Services (AWS), primarily using Amazon EC2, Amazon S3, and Amazon CloudFront. AWS’s distributed infrastructure across US, Europe, and Asia addresses WRC’s technological needs by enabling quick and reliable delivery of Social Nw platform to millions of subscribers.
  • While you can access your data from anywhere / anytime / anydevice …… this flexibility will require a comprehensive yet inconvenient level of security.
  • Are you ready for …….. Moving to an ideal 0 – 1 - ∞ WORLD.
  • Amazon Web Service Sales Role Play - Case Study

    1. 1. Bootstrap WRC with AWS
    2. 2. <ul><li>Scale SN subscriber Base fm 2m to 10m </li></ul><ul><ul><li>Social Networking Platform </li></ul></ul><ul><ul><li>Photos, Blogs, Games, Live Scores </li></ul></ul><ul><ul><li>Video Archive Streaming </li></ul></ul><ul><li>2011 Rugby World Cup in NZ </li></ul><ul><ul><li>20 teams play over 7 weekends (Sept. to Oct.) </li></ul></ul><ul><ul><li>High Ticket Cost, Ltd Accommodation in Auckland </li></ul></ul><ul><li>Business Prospect </li></ul><ul><ul><li>Currently - Free Site </li></ul></ul><ul><ul><li>Advertising Revenue </li></ul></ul><ul><ul><li>Subscription at a later date </li></ul></ul><ul><ul><li>Possible Live Streaming of WC ! </li></ul></ul>
    3. 3. Netflix's uses AWS for allowing its 20m members in US & Canada to instantly watch unlimited movies and TV episodes streaming over the Internet to PCs, Macs and TVs stores more than 100,000 images using Amazon S3, and they use Amazon EC2 to host and stream live motor sport races to over 3.1 million visitors Playfish grew from 22m active to more than 55m active mthly users. To manage the growth and scalability of their popular social games, Playfish is powered by AWS.
    4. 5. 2m Subs Spike 5m Subs Spike Seed Capex & Rackspace Upfront Capacity Commit Additional Commit to sustain performance Akamai Reccuring Commit Degradation in Service Time You lose Customer here To much Head Room Opp. Cost
    5. 6. 12 Servers- Apache+PHP (Horizontal Scaling) My Sql 4 DB Servers (Heavier Iron) Akamai CDN External Storage Disks/Tapes LB FW
    6. 7. Consistent Performance & Service Availability Variable cost aligned with business 2m Subs 5m Subs Minimal migration Cost Time On demand Scalability 10 m Subs Reduced Business Risk Buying Function; Not Infrastructure For Faster Result, Lower Risk & Predictable Cost
    7. 8. <ul><li>Optional Services (Modular): </li></ul><ul><ul><li>Elastic Map Reduce (understand user engagement) </li></ul></ul><ul><ul><li>Simple Email Service (drive & launch campaigns) </li></ul></ul><ul><ul><li>Flexible Payment Service (subscription charges) </li></ul></ul>
    8. 9. Elastic IP Failover EBS Local Disk Users Load Balancer AutoScale Monitor EC 2 (Web + AppServer on Apache) OS -Linux RDS – Hosted MySQL Any Programming Language - PHP SN platform Open Source Apps Commercial Apps
    9. 10. Public IP Private IP M S S S EBS Load Balancer/Auto Scaling 1 2 n Cloud Front S3 Buckets (To offload files, Pictures & videos) RDS Instances Back up EC2 Instances Replication Availability Zone 1 (Active) Availability Zone 2 (Standby) 18 Edge Locations <ul><ul><li>Designed for Failure & Nothing Fails </li></ul></ul><ul><ul><li>Lower Cost </li></ul></ul><ul><ul><li>No Heavy Lifting </li></ul></ul><ul><ul><li>Increased Agility </li></ul></ul><ul><ul><li>Global Infra </li></ul></ul><ul><ul><li>Platform/Infra/Tools </li></ul></ul><ul><ul><li>Redundancy in AZ’s </li></ul></ul><ul><ul><li>Edge Location - Cdn </li></ul></ul><ul><ul><li>Modular Service Arch. </li></ul></ul>
    10. 11. EC2, S3, RDS, CF have their own distinctive security features
    11. 12. <ul><li>Get 100% hardware Asset Utilization </li></ul><ul><li>Leverage AWS’s Economies of Scale for procurement </li></ul><ul><li>Achieve better Power & Cooling efficiency </li></ul><ul><li>Built in Redundancy & Security in Usage Charge </li></ul><ul><li>Effective supply chain mgmt eliminates excess capacities </li></ul><ul><li>Reduce dependency on Expensive Manpower & training </li></ul><ul><li>No Opportunity Cost Penalty </li></ul><ul><li>Improved Business Agility </li></ul>
    12. 14. <ul><li>At 2m subscribers peak load: </li></ul><ul><ul><li>4 Web+App on Small Instance spread across Europe, US & APAC at 75% utlisation </li></ul></ul><ul><ul><li>2 Db on Large Instances at 75% utlissation across 3 regions </li></ul></ul><ul><ul><li>Data Transfer of 5tb (I/O @ 60:40) </li></ul></ul><ul><ul><li>User Traffic distributed across US-35/Europe-35/Apac-30 </li></ul></ul><ul><ul><li>Storage of 5tb across 3 regions </li></ul></ul><ul><ul><li> </li></ul></ul><ul><li>USD 9167 per month </li></ul><ul><li>8% outflow as compared to current model (70k pm) </li></ul>
    13. 15. <ul><li>Expecting 10m subs by start of the world cup (Q4; CY2011) </li></ul><ul><li>Subscriber Expected to Grow in a Linear manner till October </li></ul><ul><li>Data transfers multiply by 5X of 2m subs = 25Tb in Oct (10, 10 & 5 over 3 regions) </li></ul><ul><li>We Propose Reserved instances for one year for 33% usage at anytime </li></ul><ul><li>Peak Instances reqd only on match days @ weekend ie 8 hours/week </li></ul><ul><li>WRC Operates at 50% capacity on off peak load days in October </li></ul><ul><li>Balance instances beyond the reserved ones picked on-demand (utilisation basis) </li></ul><ul><li>Cumulative Storage (Base is 2.5tb per 1m subs) over 10 mths = 135Tb by Oct (divided across 3 regions) </li></ul><ul><li>Subs are equally divided across 3 regions </li></ul><ul><li>Compute Instances divided across regions </li></ul><ul><li>Leveraging Availability Zones in every region </li></ul><ul><li>MySQL Db growing in linear manner ( 5 times capacity reqd in Oct) </li></ul>
    14. 17. Use a AWS Sol. Provider Do it yourself Free up your manpower for core app development/ new features