This document summarizes an AWS summit held in Tel Aviv, Israel in October 2013. It provided an overview of AWS services and announcements, including the opening of an AWS office in Israel to better serve local customers. The summit highlighted AWS' global infrastructure spanning 9 regions and 26 availability zones, its 30+ services, and rapid pace of innovation with over 150 new services and features launched in 2012 and 2013. It also showcased how various companies are using AWS to improve agility, reduce costs, and drive transformation across industries.

1. AWS Summit 2013 Tel Aviv
Oct 16 – Tel Aviv, Israel
Innovation Powered by the AWS Cloud
Dr. Werner Vogels
CTO, Amazon.com
@werner

2. New York City
Amsterdam
Tokyo
London
Sao Paulo
Our largest AWS Summit series, ever.
Over 39,000 people registered
Tel Aviv
Stockholm
Berlin
Paris
San Francisco

3. Announcing: AWS in Israel
Local entity with account managers, solutions
architects, technical account managers,
support staff and various other functions for
Israeli customers to directly engage with AWS

4. 7 Years Young
Amazon S3 launched: March 14th 2006

5. 30+ services spanning
compute, storage, database
and application management.

6. 100,000s of customers,
across 190 countries.

7. Over 500 Government Agencies And 2,000
Educational Institutions

8. Here and
abroad

9. Used by the Israeli Startups and Enterprises Alike

11. A wide range of technologies

12. Thriving Partner Ecosystem
Consulting Partners
Technology Partners

13. AWS Marketplace: Buy Software Pre-Configured
to Run on AWS
25 categories
977 product listings
Growth since Jan 1, 2013
Active customers
Usage per customer
308%
152%

14. The AWS Price Reduction Philosophy
Reduced
Prices
More
Customers
Ecosystem
Lower
Infrastructure
Costs
More AWS
Usage
Global Footprint
New Features
New Services
Infrastructure
Innovation
Economies
of Scale
More
Infrastructure

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

16. AWS Service Launches and Feature Updates
159
82
61
48
24
9
2007
2008
2009
2010
2011
2012

17. AWS Service Launches and Feature Updates
159
154
82
61
48
24
9
2007
2008
2009
2010
2011
2012
2013

18. AWS Service Launches and Feature Updates
159
82
61
48
24
9
2007
2008
2009
2010
2011
2012
2013

19. Introducing AWS Activate
All the resources you need to
get started and scale on AWS:
AWS Training
AWS Support
Startup Forum
AWS Promotional Credit
Special offers from third parties
Learn more and sign up at https://aws.amazon.com/activate/

20. AWS Activate: Video

21. Amazon S3: Over 2 Trillion Total Objects
1.1M peak
requests/sec

22. AWS Global Infrastructure
9 regions
26 availability zones
42 edge locations

23. 2003
$5.2B retail business
7,800 employees
A whole lot of servers
2012
Every day, AWS adds
enough server capacity to
power this $5B enterprise

24. Infrastructure as a Service Magic Quadrant
2013
“AWS is the overwhelming market
share leader, with more than five
times the compute capacity in
use than the aggregate total of the
other fourteen providers.”

25. Amazon DynamoDB
Amazon Redshift
Amazon Glacier

26. “ 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

27. “ 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

29. Transformation:
What drives it?
Who is doing it?
What is next?

30. Transformation:
What drives it?
Who is doing it?
What is next?

31. Economic drivers
Abundance of products
S
Intensifying competition
$
D
Growing consumer power
Reduced customer loyalty
Limited capital
Q

32. Uncertainty

33. 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

34. The benefits of cloud
computing

35. 1. Trade Capital Expense for Variable Expense
On-Premises
Saved $34M on
SmartHub app
$0 to get started
Pay as you go

36. 2. Lower Variable Expense Than Going it Alone
Reduced web
infrastructure cost
by 50%
Saved $1.6M-$2.4M
on capital
expenditure
Reduced IT costs
by 40% over a five
year period

37. 3. You Don’t Need to Guess Capacity
Self Hosting
The Cloud
Actual demand
Actual demand
Waste
Predicted Demand
Rigid
Elastic

38. Typical Weekly Traffic to Amazon.com
Sunday
Monday
Tuesday Wednesday
Thursday
Friday
Saturday

39. Typical Weekly Traffic to Amazon.com
39%
Sunday
Monday
Tuesday Wednesday
Thursday
Friday
Saturday
61%

40. November Traffic for Amazon.com

41. November Traffic for Amazon.com
76%
24%

42. November 10th, 2010
October 31, 2011

43. November Traffic for Amazon.com

44. 4. Dramatically Increase Speed & Agility
Old World: Infrastructure in Weeks
AWS: Infrastructure in Minutes
aws.amazon.com/managementconsole
Instance Type
Number of Instances
Availability Zone
M3 Extra Large
1,000
US-West-2b
Add New Dev Environment
Add New Production Environment
Add New Environment in Japan
Add 1,000 Servers
Remove 1,000 servers
Launch

45. Increase Innovation When The Cost of Failure Approaches Zero
Old world:
Experiment infrequently
AWS:
Near $0
Experiment often
Failure is expensive
Fail quickly at a low cost
Less innovation
More innovation

46. 5. Stop Spending Money on Undifferentiated Heavy Lifting
We take care of...
so you don’t have to...
Data Centers
Power
buy and install new hardware
Cooling
Cabling
set up and configure new software
Networking
Racks
Servers
Storage
Labor
build new data centers

47. 6. Go Global in Minutes

48. The Benefits of Cloud Computing
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

49. Using AWS to do myThings
Ariel Pisetzky
CIO

50. AGENDA
About myThings
Using AWS to Streamline IT
The bottom line

51. Offices in 15 cities serving 30 markets
NEW YORK
SCOTTSDALE
MADRID
PARIS
MILAN
AMSTERDAM
STOCKHOLM
LONDON
BERLIN
WARSAW
MUNICH
SAO PAULO
TEL AVIV
MOSCOW
TOKYO

52. Driving incremental sales for over 800 customers

53. Media: Quantity & Quality
Serving 5 billion personalized impressions per month
Integrated with
14
leading
exchanges
Handling
7
billion RTB
requests per day
Highly commended by
in joint case study
RTB
Direct
300+
partnerships with
premium media networks
and sites including :
Connected to
85
of
top 100 sites
Strong relationships with premium publishers
that include access to their preferred deals
and private auctions

54. About myThings
4
Data centers
EU (Ireland), 2 US
(Virginia, California),
Japan (Tokyo)
Under 1%
drop-out rate
Hundreds
of servers
3engines 150K
big data
QPS
operating automatically Amazon, Microsoft and on a daily basis
depending on load,
Google
generating total
elasticity
20ms
average bid response
time
20TB
volume of data
processed per day
In-memory
database
for lightning fast
look-ups

55. AGENDA
About myThings
Using AWS to Streamline IT
The bottom line

56. Why do you need AWS?
IT is never a blocking element of the
business but only an enabling force. With
AWS you are free from physical IT
restraints

57. Why do we use AWS at myThings?

58. Why do we use AWS at myThings?

59. Why do we use AWS at myThings?

60. What do we use from AWS?
Amazon EC2
Instance with
CloudWatch
Elastic IP
Amazon S3
Amazon EBS
Snapshot
DynamoDB
Amazon RDS
Auto Scaling
Amazon EMR
Amazon Glacier
Amazon Redshift
ElastiCache
Route 53
Amazon SES
Alarm
Elastic Load
Balancing
Amazon SNS
IAM
Amazon VPC
Amazon SQS
CloudWatch

61. What do we use from AWS?

62. Tools of the trade

63. Tools of the trade

64. Tools of the trade

65. Zero work setups

66. Zero work setups

67. Zero work setups

68. Zero work setups

69. Zero work setups

70. Zero work setups

71. Zero work setups

72. Short Case Study
o Database > 20TB
o Write time < 10ms
o Read time < 10ms
o Recordset > 500m
o Backup
o Uptime
o Cost

73. Short Case Study

74. Short Case Study

75. AGENDA
About myThings
Customized Programmatic
Advertising
The bottom line

76. The Advantages of using AWS in myThings
4 Regions
Need for minimum network latency
Abundant capacity, no strings
attached
EC2 Elasticity
Extreme agility for both seasonality
and innovation
Three levels of storage with no
limits
S3 & Glacier
Large amounts of data, continuously
growing
World wide locations
Multiple tools for handling
data
Mix and match database
needs
Maximum IT, minimum
investment
RedShift, EMR & S3
Big Data analytics
DynamoDB
Need for speed
CloudWatch,
OpsWorks
Maximum IT, minimum investment

77. Thank you

78. The Foundation for
21st Century Architectures

79. awsofa.info

80. Old world
Development
Experimentation
Flexibility
Availability
AWS
Years
Minutes
$$$
$0.00
Rigid
Elastic
Scarce
Plentiful

81. Old world
Development
Experimentation
Flexibility
Availability
AWS
Years
Minutes
$$$
$0.00
Rigid
Elastic
Scarce
Plentiful

82. Transformation:
What drives it?
Who is doing it?
What is next?

83. Transformation:
What drives it?
Who is doing it?
What is next?

84. Every industry.

85. Financial Services

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

87. Stringent regulatory, compliance
and security requirements.

91. Transportation

92. Transportation
Highly Competitive
Capital Intensive
Deliver Better Customer Service

95. Revolutionizing Public Transport Experience
Yovav Meydad
Vice-President of Product

96. About Us
Real Time, Public Transit Info, Navigation & Ticketing App
• Founded Nov 2011
• Venture funded
• Over 2,000,000 users
• Coverage in 22 countries, 70+ cities
• Top Navigation app on Google Play & Apple App Store

97. What’s the best
way to my
destination now?
When will my
next bus arrive?
Will it be
overcrowded?
When will I
arrive to my
destination?
Uncertainty & wasted time frustrate public transport riders

98. Providing the most complete real-
time public transit information,
combining agencies data with the
power of the crowd.

99. At the station ► Trip planning ► On the go ► Ticketing
Riders can access:
• Stops and lines info
• Real time schedules
• Transit location/arrival - on map
• PT reports from the crowd

100. At the station ► Trip planning ► On the go ► Ticketing
Riders can select the best real time way from A to B:
• Search according to preferences
• All transit modules integrated
• Step by step directions (incl. walking)
• Route map and sharing options

101. At the station ► Trip planning ► On the go ► Ticketing
Moovit guides riders during the trip:
• Navigation directions
• Updates and alerts of what’s ahead
• Track progress on map
• Dynamic ETA
• Riders reports complement the data
available to all: Delays, Crowding,
Cleanliness

102. At the station ► Trip planning ► On the go ► Ticketing
Moovit Mobile Ticketing
• Pay instantly
• No more paper tickets
• No need to carry cash
• Store tickets on phone for future use
• Better control over spend

103. Worldwide Expansion
22 countries, 70 cities Served Today, 100 by end of 2013

104. Overnight spikes. Again and Again.

105. 3.5M
10M
Daily Real Time Requests
Daily User Reports
3M
100K+
Monthly Trip Plans
Daily Active Users

106. Amazon RDS I/O Requests
2,500,000,000
2,000,000,000
1,500,000,000
1,000,000,000
500,000,000
0

107. Amazon EC2 Instance Hours
50,000
45,000
40,000
35,000
30,000
25,000
20,000
15,000
10,000
5,000
-

108. Some of our challenges
Minimize latency when serving
map tiles
Amazon CloudFront
Amazon Route 53
Robust application servers
Amazon ELB
Amazon EC2
Dynamic graph building and loading
needs memory optimized servers
Amazon EC2
AWS helps us overcome key challenges

109. AWS Services We Use
Compute
SQL DB
Amazon EC2
Amazon RDS
DNS Service
Route 53
NoSQL
Disk
Storage
Amazon
DynamoDB
Amazon EBS
Amazon S3
Content Delivery
Monitoring
Load Balancing
CloudFront
CloudWatch
Elastic Load
Balancing
And we are planning to use more…

110. www.moovitapp.com | @moovitapp

111. Media & Advertising

112. Newspaper Advertising Revenue
Adjusted for Inflation, 1950 to 2012
$70,000
$60,000
$50,000
Print Only
$40,000
Including Online
$30,000
Millions of 2012 Dollars
$20,000
$10,000
1950
1960
1970
1980
Source: Newspaper Association of America
Carpe Diem Blog
1990
2000
2010

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

119. Hospitality

120. Hospitality
Rapid growth
Cost conscious
IT is undifferentiated heavy lifting
A ‘long tail’ from B&B to boutiques

121. Rapid growth and huge opportunities
for online engagement

122. Focus on the customer

128. Retail

129. Retail
Fierce competition
Cost conscious
Anticipate customer demand
Ever-growing need for automation

130. RETALIX
AMAZON CASE STUDY
Nir Valtman, R&D Chief Security Officer
16th October 2013
|
Copyright © 2013 Retalix |
130

131. Retalix Snapshot
SUMMARY
•
•
•
•
•
•
PRESENT IN 50+ COUNTRIES
Established 1982
Acquired by NCR in 2013
Revenue: over $250 M
HQ: Raanana, Israel and Plano, Texas. Offices in
UK, France, Italy, Australia, China, Japan
+1,700 Employees / 1000+ Customers
70,000+ Stores / 400,000+ POS Lanes
37%
52%
11%
North America
Israel
ROW
WHO WE SERVE – High Volume, High Complexity Retailers
GROCERY
FUEL
CONVENIENCE
GENERAL
FOODSERVICE
MERCHANDISE
DEPARTMENT
HEALTH,
STORES
BEAUTY & DRUG
Copyright © 2013 Retalix |
131

132. Leading Global Retailers Select Retalix
10 out of top 30 global retailers are Retalix customers
3 of the top 6 retailers in North America are Retalix customers
3 top retailers in Australia are Retalix customers
3 out of top 4 retailers in the UK are Retalix customers
Copyright © 2013 Retalix |
132

133. Omni-channel
Retailer
Copyright © 2013 Retalix |
133

134. Typical enterprise retailer network
>50 touch points
...per store
>1000 stores
Copyright © 2013 Retalix |
134

135. Amazon case study #1 – Testing agility
• Challenges
– Set up a complex testing environment
...per version per customer.
– Do it fast… really fast!
– Simulate network disconnections.
– Test the scalability of the product.
Copyright © 2013 Retalix |
135

136. Amazon case study #1 – Testing agility
• Way of work
– Create automation scripts
• Retalix 10
• Amazon API
– Simulate disconnects
• Amazon API
– Isolate retailer environments
• Security groups
Copyright © 2013 Retalix |
136

137. Amazon case study #2 – Cost optimization
• Challenge
– Many instances are being started, stopped or terminated all the
time.
– How to pay per use without the costs of on-demand instances.
• Way of work
– Use medium/low Reserved Instances utilization.
Copyright © 2013 Retalix |
137

138. Amazon case study #3 – On-demand
• Presale Challenge
– Retalix projects are complex in terms of IT and development.
– Customers don’t like to wait for demos.
• Way of work
– Create POC environments in minutes.
Copyright © 2013 Retalix |
138

139. Copyright © 2013 Retalix |
139

140. Transformation:
What drives it?
Who is doing it?
What is next?

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

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

144. Connected Devices
Incredible data generators
Device and content are independent
Increasing workforce mobility

146. 1000 Genomes Project
250 TB of data
~2000 complete genomes
Available to all, via S3

147. The Industrial Cloud

148. Security & Privacy

149. Readily available encryption services
to protect your customers.

150. Private subnets
FISMA moderate
Hardware security modules
HIPAA
PCI DSS Level 1
ITAR
ISO 27001
Multi-factor authentication
IAM federation
Readily available encryption services
to protect your customers.
SAS70 Type II
VPC by default
DIACAP
AES-256 encryption
SSL for data in transit
SOC 1 & 2
Key rotation
FedRAMP

151. AWS CloudHSM - Hardware Security
Module in the Cloud
AWS CloudHSM

153. Continually extend our
security options.

154. Amazon RDS for Oracle
Transparent Data Encryption and
Native Network Encryption.

155. “ 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

156. Thank you.
werner@amazon.com