AWS Summit London - Keynote - Werner Vogels

Monday, April 29, 13

AWS Summit, Tuesday 23rd April

Bootstrapping Data and AnalyticsAdvanced Topics

Dr. Werner Vogels, CTO, Amazon.com

Networking Reception and Partner Expo

Breakout Tracks

9:00 - 11:00

Lunch and Partner Expo12:00 - 1:30

1:30 - 5:15

5:15 - 7:30

Stephen Schmidt, CISO, AWS11:00 - 12:00


AWS Summit Mobile App

Download Guidebook.

Search for ‘AWS 2013 London’ in ‘Download Guides’ to browse the agenda.


Network: AWS 2013Password: summit2013

Wireless Network


#awssummit

Join the Conversation


Dr. Werner Vogels

@werner

CTO, Amazon.com


Our largest AWS Summit series, ever.

Auckland

Over 20,000 people registered


Seven years youngAmazon S3 launched: March 14th 2006


33 services spanning compute, storage, database and application management


100,000s of customers, across 190 countries.


Here and abroad


A wide range of technologies


Consulting Partners Technology Partners


AWS Marketplace: Buy Software Pre-Configured to Run on AWS

Growth since Jan 1, 2013

25 categories778 product listings

Active customers

Usage per customer

102%

53%


Ecosystem

Global Footprint

New Features

New Services

Infrastructure Innovation

More AWS Usage

More InfrastructureEconomies

of Scale

Lower Infrastructure

Costs

Reduced Prices

More Customers


31 Price Reductions Since 2006

Ecosystem

Global Footprint

New Features

New Services

Infrastructure Innovation

More AWS Usage

More InfrastructureEconomies

of Scale

Lower Infrastructure

Costs

Reduced Prices

More Customers


Customer Infrastructure Audits:Saves moneyImproves availabilityCloses security gapsIncreases performance

Recent Performance:329,000 recommendations$22M in annualized savings

AWS Trusted Advisor


2007 2008 2009 2010 2011 2012

159

8261

48

249

Including:AWS Oregon Region

Elastic Beanstalk (Beta)Amazon SES (Beta)

AWS CloudFormationAmazon RDS for Oracle

AWS Direct ConnectAWS GovCloud (US)Amazon ElastiCache

VPC Virtual NetworkingVPC Dedicated Instances

SMS Text Notification

Including:Amazon SNS

Amazon CloudFrontAmazon Route 53 S3 Bucket Policies

RDS Multi-AZ SupportRDS Reserved Databases

AWS Import/Export

Including:Amazon RDSAmazon VPCAmazon EMR

EC2 Auto Scaling EC2 Reserved Instances

Including:6 new Direct Connect Sites

DynamoDBRDS in VPC

AWS Trusted AdvisorCloudFormation in VPCAWS Storage Gateway

Amazon GlacierCost Allocation Tagging

CloudFront Live StreamingAmazon CloudSearch

AWS Marketplace Red Hat Reserved Instances

New EC2 Instance TypesMulti-AZ Oracle RDS

RDS SQL ServerEC2 RI Marketplace

VM ExportMultiple IPs in VPCProvisioned IOPSOracle Data Pump

New APAC Region - SydneyAWS Data Pipeline

AWS Pace of Innovation


AWS Pace of Innovation

January February March

2118

14Including:

AWS Management Console Tablet and Mobile Support

Elastic Transcoder

Price reduction for Amazon EC2, global expansion of M3 Standard Instances,

and reduced data transfer pricing.

53 New Service Announcements and Updates in Q1 of 2013

Including:

Amazon Redshift Available to All Customers

AWS OpsWorks

IAM Role and Auto Scaling Support for Amazon CloudWatch Monitoring

Scripts for Linux

Amazon SQS and SNS Announce Lower Prices and Expanded Free Tiers

- 50% price drop for SQS

Including:New Lower Pricing for Amazon EC2

Reserved InstancesAWS Free Usage Tier Now Includes

Amazon ElastiCacheAmazon DynamoDB Reduces PricesAWS Elastic Beanstalk for Node.js

Amazon RDS now supports 3TB and 30,000 Provisioned IOPS per database

instanceAnnouncing EBS-Optimized Support

for Additional Instance Types


Amazon S3: Over 2 Trillion Total Objects

Q4 2006Q1 2007

Q2 2007Q3 2007

Q4 2007Q1 2008

Q2 2008Q3 2008

Q4 2008Q1 2009

Q2 2009Q3 2009

Q4 2009Q1 2010

Q2 2010Q3 2010

Q4 2010Q1 2011

Q2 2011Q3 2011

Q4 2011Q1 2012

Q2 2012Q3 2012

Q4 2012Q1 2013

1.1M peak requests/sec


Amazon Elastic MapReduce: Clusters launched by customers

5.5 M clusters launched since May 2010


0

1,500,000

3,000,000

4,500,000

6,000,000

5/22/2010

7/3/2010

8/14/2010

9/25/2010

11/6/2010

12/18/2010

1/29/2011

3/12/2011

4/23/20116/4/2011

7/16/2011

8/27/2011

10/8/2011

11/19/2011

12/31/2011

2/11/2012

3/24/2012

5/5/2012

6/16/2012

7/28/2012

9/8/2012

10/20/2012

12/01/2012

1/12/2013

2/23/2013

4/6/2013

Amazon Elastic MapReduce: Clusters launched by customers

5.5 M clusters launched since May 2010


Amazon DynamoDB

Consistent, high performance with unlimited scaleManaged non-relational database


Hash key Attribute 1 Attribute 2 Attribute n

Attributes indexed by a primary hash key.


Range keys for additional flexibility.

Hash key Range key Attribute 1 Attribute n



Range keys for additional flexibility.

Customer ID Date Delivery postcode Total value



Customer ID Date Delivery postcode Total value

Improve query flexibility and efficiency, while reducing read cost.

Announcing: Local Secondary Indexes for Amazon DynamoDB


Amazon DynamoDB

Transforming architectures


The most radical and transformative of inventions are those that empower others to unleash their creativity - to pursue their dreams

“

”

Jeff Bezos, Letter to Shareholders, 2012


Transformation:

What drives it?

Who is doing it?

What is next?


Economic drivers Abundance of products

Intensifying competition

Growing consumer power

Reduced customer loyalty

Limited capitalQ

$D

S


Uncertainty


Addressing Uncertainty Acquire resources on demand

Release resources when no longer needed

Pay for what you use

Leverage other’s core competencies

Turn fixed cost into variable


The benefits of cloud computing.


1. Trade Capital Expense for Variable Expense

$0 to get startedPay as you go

Saved $34M on SmartHub app


2. Lower Variable Expense Than Going it Alone

Halved IT hardware spending while reducing

end-user response times by 20%

Estimated savings of 60 – 70% compared

to previous web hosting costs

Reduced the cost of infrastructure by 50%


3. You Don’t Need to Guess Capacity

Self Hosting

Waste

Customer

Dissatisfaction

Actual demand

Predicted Demand

Rigid

Actual demand

Elastic


Typical Weekly Traffic to Amazon.com

Sunday Monday Tuesday Wednesday Thursday Friday Saturday


Typical Weekly Traffic to Amazon.com

Sunday Monday Tuesday Wednesday Thursday Friday Saturday

39%

61%


November Traffic for Amazon.com


November Traffic for Amazon.com76%

24%Monday, April 29, 13

November 10th, 2010

October 31, 2011


November Traffic for Amazon.com


Old World: Infrastructure in Weeks

4. Dramatically Increase Speed And Agility

AWS: Infrastructure in Minutes

# of Instances 1,000

Instance Type M3 X-Large

Availability Zone US-West-2b

Launch

aws.amazon.com/managementconsole


Increase Innovation When The Cost of Failure Approaches Zero

Old world: AWS:

Experiment infrequently

Failure is expensive

Less innovation

Near $0 Experiment often

Fail quickly at a low cost

More innovation


5. Stop Spending Money on Undifferentiated Heavy Lifting

so you don’t have to...We take care of...Data Centers

PowerCoolingCabling

NetworkingRacksServersStorageLabor

buy and install new hardware

set up and configure new software

build new data centers


6. Go Global In Minutes


1. Trade capital expense for variable expense2. Lower variable expense than companies can do themselves

3. You don’t need to guess capacity4. Dramatically improved speed and agility

5. Stop spending money on undifferentiated heavy lifting6. Go global in minutes

The Benefits of Cloud Computing


The Foundation for 21st Century Architectures


awsofa.info


Old world

Development

Experimentation

Flexibility

Years

$$$

Rigid

Availability Scarce


Old world

Development

Experimentation

Flexibility

Years

$$$

Rigid

Availability Scarce

AWS

Minutes

$0.00

Elastic

Plentiful


Transformation:

What drives it?

Who is doing it?

What is next?


Every industry.


Every industry.

TRANSFORMED


Media & Advertising

TRANSFORMED


1950 1960 1970 1980 1990 2000 2010$10,000

$20,000

$30,000

$40,000

$50,000

$60,000

$70,000

Print Only

Including Online

Millions of 2012 Dollars

Newspaper Advertising RevenueAdjusted for Inflation, 1950 to 2012

Source: Newspaper Association of AmericaCarpe Diem Blog


Media and Advertising

New ways to monetize content

Competitive landscape changing

Highly competitive

Driven by data


Chris TaylorChief Information Officer


Who Are We?


News International AWS Usage

AWS$now$provides$about$20%$of$NI’s$compu<ng$power


$

Why We Like AWSOur Cloud Definition is

• Utility pricing• Instantly scalable• (Almost) infinitely scalable• Accessible from anywhere, anytime

What isn’t a cloud?• Something that locks you in for years• Something that has high initial costs• Something that requires you to install onsite equipment

AWS meets all our requirements


AWS powers NI’s next gen Access Control System that manages access to all paid digital content:

• Built from the ground up using AWS technologies such as Amazon EC2 and Amazon DynamoDB

• Currently handles 45 million transactions a month with 2 mid-size EC2 instances

• Average response is around 40 milliseconds

• Substantially lower cost than our previous on-premises system

$

AWS in Action at NI: Access Control


Amazon$EC2 Amazon EBS Amazon$RDS

CloudWatch Amazon$SNSElas<c$LoadBalancing

DynamoDBAmazon$EMRAmazon$VPC

Elas<c$Beanstalk AWS$CloudForma<on

OpsWorks

AWS Services in Use at NICompute Disk

Rela<onalDatabase Networking Hadoop NoSQL

Database

PaaS Load$Balancing Monitoring$ No<fica<on Deployment Management


Currently we are

• Running proof of concept with SAP on AWS

• Migrating Times Archive to AWS (Amazon CloudSearch)

• Continuing to move more of our enterprise computing on to AWS

$

What’s Next?


$Monday, April 29, 13

HospitalityTRANSFORM

ED


Hospitality

Rapid growth

Cost conscious

IT is undifferentiated heavy lifting

A ‘long tail’ from B&B to boutiques


Rapid growth and huge opportunities for online engagement.


Focus on the customer


Financial ServicesTRANSFORM

ED


Financial Services

Extreme competition

New products and instruments daily

Rapid development and delivery

Rapid experimentation


Stringent regulatory, compliance and security requirements.


EnergyTRANSFORM

ED


Energy, oil and gas

Huge organizations

Strive for agility

Hundreds of developers

IT is a fundamental component


Nest.


Gavin BainService Manager, Cloud Computing


! Copyright of Shell Information Technology International, B.V.

CLOUD APPROACHEnforce Big Rules• No Most Confidential Data in cloud• No Applications on the Business Critical List• Ensure Regulatory Compliance

Protect the Benefits• Agility• Real-time feedback on cost• Pay-per-use

Enable the Business• Provide access to cloud• Support via a Center of Excellence• Encourage best practice and re-use



Group Risk Council! No Most Confidential data in cloud! No application on the Business Critical List! Ensure regulatory compliance! All cloud usage covered by an Enterprise AgreementService Rules! Obtain business rep approval for new cases for cloud! Maintain an overview of activity! Maintain audit trail of compliance to big rules! Best practice around IT Service Management applies to cloud too

ENFORCE BIG RULES



PROTECT THE BENEFITSPreserve Agility! Loose coupling with existing processes! Rethink provisioning processes! Push towards self-service! Identify and challenge obstacles to agility

Real-time feedback on cost! Make cost directly visible to those consuming the service! Make cost visible to those paying for the service

Pay-per-use! Maintain link between consumption and charges! Preserve ability to flex up and down usage and costs quickly! Create confidence in agility to enable under-sizing of solutions



ENABLE THE BUSINESSProvide access to cloud

" Standard option within Service Portfolio" Support models, contracts and chargeback in-place" Account Hierarchy: maintain overview while delegating

Support via Center of Excellence" How-to support for application teams" Guidance on latest developments" Development and reuse of templated solutions

Encourage Innovation, best practice and re-use" Overcome obstacles, identify solutions and share them" Focus discussion on what the business is trying to achieve" Self-service is a great enabler for innovation



KEY TAKE-AWAYS" It is important to have a clear view on where cloud can deliver benefit

and use it where it can bring advantage." Don’t engineer the benefit out of the solution, use the inherent features

of market services." Knowing how your data is classified for confidentiality and regulatory

requirements allows a sensible, risk based approach to what can go into cloud.

" Be clear on where responsibilities lie between customer and supplier. Due diligence is important and don’t make assumptions.

" Best practice in IT still applies – and is even more important in a cloud context.


Health Care & BiotechnologyTRANSFORM

ED


Health care & biotechnology

Huge impact

Rapid innovation

Collaborative on a global scale


Video: illumina


1,000 Genomes Project

250 TB of data

~2,000 complete genomes

Available to all, via S3


TransportationTRANSFORM

ED


Transportation

Highly competitive

Capital intensive

Deliver better customer service


Sean CornwellChief Operating Officer


TEAM OF 30, 2/3 ENGINEER

LONDON & SAN FRANCISCO


4 YEARS IN DEVELOPMENT

2.5 YEARS DELIGHTING...


ECOMMERCE IS QUICK & CONVENIENT


2 THINGS DELIVERY IS NOT...


WHAT YOU WANT.WHEN YOU WANT IT.


‘PAYPAL FOR AWESOME DELIVERY’



Shutl is a branded option offered within checkout alongside existing fulfillment methods



Shutl takes retailer data, returns price & promise for world’s fastest most convenient delivery



Available 24/7 & can be offered for similar price to standard delivery


CHALLENGES

• RAPID GEOGRAPHICAL EXPANSION • SPEEDING UP MERCHANT INTEGRATIONS• MANAGING PEAKS IN VOLUME• MANAGING COST BASE


• ENTERPRISE GRADE SOLUTION• UTILITY PRICING • A TOOL TO MANAGE RISK & UNCERTAINTY• FLEXIBILITY• SCALABILITY

SOLUTION


Transformation:

What drives it?

Who is doing it?

What is next?


Who is your customer really?What do people really like?What is happening socially with your products?How do people really use your product?


Big DataThe move to real time information

Deeper integration

Vertical application of analytics

Hadoop will become invisible


Amazon RedshiftFast, fully managed, petabyte scale

data warehouse service.


Amazon Redshift

Fast query and IO performance

Encrypted data and backups. Supports VPC.

Compatible with existing SQL and BI tools.

24 spindle instances for parallel data access.

$999 per TB per year.


Now available in Europe.

Amazon Redshift and EC2 High Storage instance types.


Connected DevicesIncredible data generators

Device and content are independent

Increasing workforce mobility


Security & Privacy


Readily available encryption servicesto protect your customers.


Continually extend our security options.


The most radical and transformative of inventions are those that empower others to unleash their creativity - to pursue their dreams

“

”

Jeff Bezos, Letter to Shareholders, 2012


Thank [email protected]


mailto:[email protected]

mailto:[email protected]

AWS Summit London - Keynote - Werner Vogels

Technology

Transcript of AWS Summit London - Keynote - Werner Vogels