AWS Summit London - Keynote - Werner Vogels

AWS Summit, Tuesday 23rd April
Bootstrapping
Data and Analytics
Advanced 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
Monday, April 29, 13

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Dr. Werner Vogels
@werner
CTO, Amazon.com

Our largest AWS Summit series, ever.
Auckland
Over 20,000 people registered

Seven years young
Amazon 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 categories
778 product listings
Active customers
Usage per customer
102%
53%

Ecosystem
Global Footprint
New Features
New Services
Infrastructure
Innovation
More AWS
Usage
More
Infrastructure
Economies
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
Infrastructure
Economies
of Scale
Lower
Infrastructure
Costs
Reduced
Prices
More
Customers

Customer Infrastructure Audits:
Saves money
Improves availability
Closes security gaps
Increases performance
Recent Performance:
329,000 recommendations
$22M in annualized savings
AWS Trusted Advisor

2007 2008 2009 2010 2011 2012
159
82
61
48
24
9
Including:
AWS Oregon Region
Elastic Beanstalk (Beta)
Amazon SES (Beta)
AWS CloudFormation
Amazon RDS for Oracle
AWS Direct Connect
AWS GovCloud (US)
Amazon ElastiCache
VPC Virtual Networking
VPC Dedicated Instances
SMS Text Notification
Including:
Amazon SNS
Amazon CloudFront
Amazon Route 53
S3 Bucket Policies
RDS Multi-AZ Support
RDS Reserved Databases
AWS Import/Export
Including:
Amazon RDS
Amazon VPC
Amazon EMR
EC2 Auto Scaling
EC2 Reserved Instances
Including:
6 new Direct Connect Sites
DynamoDB
RDS in VPC
AWS Trusted Advisor
CloudFormation in VPC
AWS Storage Gateway
Amazon Glacier
Cost Allocation Tagging
CloudFront Live Streaming
Amazon CloudSearch
AWS Marketplace
Red Hat Reserved Instances
New EC2 Instance Types
Multi-AZ Oracle RDS
RDS SQL Server
EC2 RI Marketplace
VM Export
Multiple IPs in VPC
Provisioned IOPS
Oracle Data Pump
New APAC Region - Sydney
AWS Data Pipeline
AWS Pace of Innovation

AWS Pace of Innovation
January February March
21
18
14
Including:
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 Instances
AWS Free Usage Tier Now Includes
Amazon ElastiCache
Amazon DynamoDB Reduces Prices
AWS Elastic Beanstalk for Node.js
Amazon RDS now supports 3TB and
30,000 Provisioned IOPS per database
instance
Announcing EBS-Optimized Support
for Additional Instance Types

Amazon S3: Over 2 Trillion Total Objects
Q4 2006
Q1 2007
Q2 2007
Q3 2007
Q4 2007
Q1 2008
Q2 2008
Q3 2008
Q4 2008
Q1 2009
Q2 2009
Q3 2009
Q4 2009
Q1 2010
Q2 2010
Q3 2010
Q4 2010
Q1 2011
Q2 2011
Q3 2011
Q4 2011
Q1 2012
Q2 2012
Q3 2012
Q4 2012
Q1 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
4/23/2011
6/4/2011
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 scale
Managed 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 capital
Q
$
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 started
Pay 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.com
76%
24%

November 10th, 2010
October 31, 2011

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
Power
Cooling
Cabling
Networking
Racks
Servers
Storage
Labor
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 expense
2. Lower variable expense than companies can do themselves
3. You don’t need to guess capacity
4. Dramatically improved speed and agility
5. Stop spending money on undifferentiated heavy lifting
6. 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

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 Revenue
Adjusted for Inflation, 1950 to 2012
Source: Newspaper Association of America
Carpe Diem Blog

Media and Advertising
New ways to monetize content
Competitive landscape changing
Highly competitive
Driven by data

Chris Taylor
Chief Information Officer

Who Are We?

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

$
Why We Like AWS
Our 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$SNS
Elas<c$Load
Balancing
DynamoDBAmazon$EMRAmazon$VPC
Elas<c$Beanstalk AWS$
CloudForma<on
OpsWorks
AWS Services in Use at NI
Compute Disk
Rela<onal
Database
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?

Hospitality
TRANSFORMED

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 Services
TRANSFORMED

Financial Services
Extreme competition
New products and instruments daily
Rapid development and delivery
Rapid experimentation

Stringent regulatory, compliance
and security requirements.

Energy
TRANSFORMED

Energy, oil and gas
Huge organizations
Strive for agility
Hundreds of developers
IT is a fundamental component

Gavin Bain
Service Manager, Cloud Computing

! Copyright of Shell Information Technology International, B.V.
CLOUD APPROACH
Enforce 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 Agreement
Service 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 BENEFITS
Preserve 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 BUSINESS
Provide 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 & Biotechnology
TRANSFORMED

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

Transportation
TRANSFORMED

Transportation
Highly competitive
Capital intensive
Deliver better customer service

Sean Cornwell
Chief 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

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 Data
The move to real time information
Deeper integration
Vertical application of analytics
Hadoop will become invisible

Amazon Redshift
Fast, 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 Devices
Incredible data generators
Device and content are independent
Increasing workforce mobility

Security & Privacy

Readily available encryption services
to protect your customers.

Continually extend our
security options.

Thank you.
werner@amazon.com

AWS Summit London - Keynote - Werner Vogels

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