AWS Summit Nordics - Use Cases For Cloud
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Use Cases For Cloud
With Amazon Web Services
Alex Sinner
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33 SERVICES COMPUTE, STORAGE, DATABASE,
APPLICATION MANAGEMENT…
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100,000s
OF CUSTOMERS, ACROSS 190 COUNTRIES.
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Enterprises migrating existing apps to the cloud
3
Enterprises building new apps, sites & services
2
Building altogether new businesses
1
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VARIABLE
EXPENSE
Replace capital
expenditure with variable
expense
ECONOMIES
OF SCALE
Lower variable expense
than companies can
achieve themselves
ELASTIC
CAPACITY
No need to guess
capacity requirements
and over-provision
SPEED AND
AGILITY
Infrastructure in minutes
not weeks
FOCUS ON
BUSINESS
No undifferentiated
heavy IT lifting
INCREASE
INNOVATION
Lower the cost of
experimentation
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VARIABLE EXPENSE REPLACE CAPITAL EXPENDITURE
WITH VARIABLE EXPENSE
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$0 to get started
Pay as you go
Capital investment
Physical installation
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ECONOMIES
OF SCALE LOWER VARIABLE EXPENSE
THAN COMPANIES CAN ACHIEVE THEMSELVES
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Scale allows us to
constantly reduce
our costs
We are comfortable
running a high volume,
low margin business
We pass the
savings along to our
customers in the
form of low prices
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10’S OF MILLIONS
SAVED WITH FIRST
12 APPS MIGRATED
TO AWS
50% REDUCTION
IN ANALYTICS COSTS
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ELASTIC CAPACITY NO NEED TO GUESS CAPACITY REQUIREMENTS
AND OVER-PROVISION
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Self
Hosting Waste
Actual demand
Predicted Demand
Rigid
Actual demand
Elastic
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TYPICAL WEEKLY TRAFFIC TO AMAZON.COM
Sunday Monday Tuesday Wednesday Thursday Friday Saturday
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Sunday Monday Tuesday Wednesday Thursday Friday Saturday
39%
61%
TYPICAL WEEKLY TRAFFIC TO AMAZON.COM
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NOVEMBER TRAFFIC TO AMAZON.COM
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76%
24%
NOVEMBER TRAFFIC TO AMAZON.COM
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NOVEMBER TRAFFIC TO AMAZON.COM
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NOVEMBER 10TH 2010 TURNED OFF LAST PHYSICAL WEB SERVER
OF AMAZON.COM
OCTOBER 31ST 2011 TURNED OFF LAST WEB SERVERS SUPPORTING
EUROPEAN BUSINESS
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NOVEMBER 10TH 2010 TURNED OFF LAST PHYSICAL WEB SERVER
OF AMAZON.COM
OCTOBER 31ST 2011 TURNED OFF LAST WEB SERVERS SUPPORTING
EUROPEAN BUSINESS
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SPEED & AGILITY INFRASTRUCTURE IN MINUTES, NOT WEEKS
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Add New Dev Environment
Add New Production Environment
Add New Environment in Japan
Add 1,000 Servers
Remove 1,000 servers
Number of Instances 1,000
Instance Type M3 Extra Large
Availability Zone US-West-2b
Launch
aws.amazon.com/managementconsole
Infrastructure in Minutes Old World: Infrastructure in Weeks
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5.000.000 simulations
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20 minutes Down from 23 hours
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FOCUS ON
BUSINESS NO UNDIFFERENTIATED HEAVY IT LIFTING
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Data Centers
Power
Cooling
Cabling
Networking
Racks
Servers
Storage
Labor
Buy and install new hardware
Setup and configure new
software
Build or upgrade data centers
We take care of it… So you don’t have to …
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STOP SPENDING MONEY ON
UNDIFFERENTIATED HEAVY LIFTING
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INCREASE
INNOVATION LOWER THE COST OF EXPERIMENTATION
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ON-PREMISES
Experiment Infrequently
Failure is expensive
Less Innovation
Experiment Often
Fail quickly at a low cost
More Innovation
$ Millions Nearly $0
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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
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3 HOURS FOR $4828.85/hr
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Instead of
$20+ MILLIONS
in infrastructure
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CUSTOMERS
INNOVATING
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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
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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
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AWS for Dinosaurs
Torgeir Hovden
Chief Dinosaur - Telenor Digital
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Among the major mobile operators in the world 149 million mobile subscriptions
Over 30 000 employeesPresent in markets with 1.6 billion people
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Local operators - “Business Units”
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Telenor Digital Global Backend
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● ID Provider (IDP)
● Authentication
● Authorization
● Service provisioning
● Payment & billing
● Group SMS
● Group Voice
● Analytics
Global Backend APIs
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...remember the dinosaur?
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Pets or cattle dinosaurs like the pets
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State of the art when I studied at the university
I’m a dinosaur
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Problem: Senior developers
are dinosaurs
vs
● Ephemeral
● Elastic
● Dynamic
● Services - like S3, SQS
● Pets in cow’s clothing (RDS)
● We run our own DNS
● Static IP addresses
● ssh access
● It’s a machine, I just don’t know where it is
● We cannot use AWS specifics due to
vendor lock-in
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Senior Developers can be
undinofied
Train the senior developers first in “cloud thinking” - it’s
more important than for the juniors
Amazon has great training sessions - use them
Decide if you are developing Pets or Cattle
Example: Auto scaling group size 1
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Life lesson: if you don't deploy today,
Amazon will make your code redundant
tomorrow.
Corollary: if you can't be bothered to implement
it yourself, just wait a couple of months and
Amazon will catch up with you.
-- senior Telenor developer
Focus on where you can win don’t reinvent the wheel Amazon will invent tomorrow
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Amazon has worked with us to find
a solution that worked well for both
parties
Security and data protection
compliance
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Two words:
Reserved Instances especially if you’re keeping Pets
...and use services like SQS, S3
…if you are advanced enough to run spot instances you are way beyond the
primary audience of this slide
Everybody cares about money
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Use AWS Trusted Advisor
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● You may be a dinosaur...
○ ...it’s OK, you can undinofy yourself
● Cloud != Managed Linux Box
● Pets or Cattle? Decide.
● The world wants services
○ IaaS -> PaaS
● Tell people to use AWS as AWS
○ ...not a set of VMs
In summary