In this session, Marco Argenti, Vice President of AWS Mobile, kicks off the Mobile and Connected Devices Track and shares our vision and the latest products and features we have launched this year. He gives an overview of our mobile services, shares trends we are seeing among mobile customers, and brings some key mobile customers on stage to share their experiences.

1. November 12, 2014, Las Vegas, NV
Marco Argenti, VP, AWS Mobile

4. November 10, 2014, Las Vegas, NV
Marco Argenti, VP, AWS Mobile

6. Mobile Startups on AWS Mobile Apps within Enterprises

8. What makes your mobile apps unique?
Where are you spending most of your time?

9. What makes your mobile apps unique?
Where are you spending most of your time?

10. Problems developers face today
Fragmentation across platforms
Sync scalability is extremely hard
Expensive to manage and operate
Distracts them from building core UX
Managing unique user identities is difficult
“Table stakes” for every app
Undifferentiated Heavy Lifting
Developer’s Mobile App Code
User Identity Management
User Authorization
User Data Synchronization
Asynchronous Communication
Active Devices Analytics
User Behavior Analytics
Engagement Analytics
Push Notifications
File and Media Storage
Shared Database Storage
Data Collection
And More….
AWS Cloud Infrastructure

11. Developer’s Mobile App Code
User Identity Management
User Authorization
User Data Synchronization
Asynchronous Communication
Active Devices Analytics
User Behavior Analytics
Engagement Analytics
Push Notifications
File and Media Storage
Shared Database Storage
Data Collection
And More….
AWS Cloud Infrastructure
Amazon Cognito
Amazon Mobile Analytics
Amazon SNS Mobile Push
Mobile-optimized Connectors

12. AWS Mobile Services
Amazon Cognito Amazon Mobile Analytics Amazon SNS Mobile Push
Kinesis Recorder DynamoDB Mapper S3 Transfer Mgr SQS Client SES Client
AWS Global Infrastructure (Regions, Availability Zones, Edge Locations)
Core Building Block
Services
Mobile Optimized
Connectors
Mobile Optimized
Services
Your Mobile App, Game or Device App
AWS Mobile SDK, API Endpoints, Management Console
Compute Storage Networking Analytics Databases
Integrated SDK

13. Authenticate users
Authorize access
Analyze User Behavior
Store and share media
Synchronize data
Deliver media
Store shared data
Stream real-time dataTrack Retention
Send push notifications
Manage users and
identity providers
Securely access
cloud resources
Sync user prefs
across devices
Track active users,
engagement
Manage funnels,
Campaign performances
Store user-generated photos
Media and share them
Automatically detect mobile devices
Deliver content quickly globally
Bring users back to your app by sending
messages reliably
Store and query fast NoSQL data
across users and devices
Collect real-time clickstream logs
and take actions quickly
Your
Mobile
App

14. Authenticate users
Authorize access
Analyze User Behavior
Store and share media
Synchronize data
AWS Mobile SDK
Amazon Mobile
Analytics
Deliver media
Amazon Cognito
(Sync)
AWS Identity and
Access Management
Amazon Cognito
(Identity Broker)
Amazon S3
Transfer Manager
Amazon CloudFront
(Device Detection)
Store shared data
Amazon DynamoDB
(Object Mapper)
Stream real-time data
Amazon Kinesis
(Recorder)
Track Retention
Amazon Mobile
Analytics
Send push notifications
Amazon SNS
Mobile Push
Your
Mobile
App

15. Powerful yet
Flexible
Simple yet
Scalable
Ready for the
Present and
Future proof

16. Simple and
Scalable

18. Simplifies Identity and
Access Management
Securely access all
AWS services from
Mobile device
Cross-device and
Cross-platform Sync
Implement security best
practices
“Your App data is secure, available offline, and kept in sync between devices”
Synchronize user’s data
across devices and
platforms
Manage users as
unique identities across
identity providers
Guest Your own
Auth

19. Sign up for AWS Account and login to AWS Management Console
Download and integrate the Mobile SDK and store and
sync user data in a dataset
Create identitypool for authenticated and
unauthenticated users in the AWS Console

20. Amazon Cognito
(AWS IAM / STS)
Java Python (boto)
PHP
.NET Ruby
iOS Android
JavaScript
JavaScript

21. User Data
Storage and
Sync
Any Platform
iOS/Android/FireOS
Store App Data, Preferences and State
Save app and device data to the cloud and merge
them after login
Cross-device Cross-OS Sync
Sync user data and preferences across devices
with one line of code
Work Offline
Data always stored in local SQLite DB first.
Works seamlessly when intermittent or no
connectivity
k/v data
Identity pool

22. Unique identity across web and mobile
Uniquely identify your user on your website and mobile
devices
Sync your profiles across web and
mobile
Sync user data and preferences across web and
devices with one line of code
JS/HTML5 Mobile Applications
Data always stored in local SQLite DB first.
Works seamlessly when intermittent or no
connectivity

25. Concrete Software builds cross platform mobile games
Concrete Software has been making hit mobile games
like Jellyflop and PBA Bowling Challenge since 2003.
With Amazon Cognito, We
can build games much faster
and provide great user
experience to our customers.
Keith A. Pichelman
CEO, Concrete Software
”
“ • Provide a seamless user experience across devices
and platforms to our users.
• Store save games in the cloud and synchronize them
across all of a user’s devices without creating or
hosting a backend.
The Challenge
The solution
• Amazon Cognito helps us securely access our AWS
resources.
• Cognito Sync gives us flexibility to save data in the
cloud, and cache it on a user’s devices, without
managing any backend infrastructure.

27. Set granular access permissions on AWS
resources
Get fine-grained access control to cloud
resources.
Safeguard AWS Credentials
No need to embed credentials in the app
anymore. Get least-privileged temporary
credentials.
Helps implement security best practices
Securely access any AWS Service. It simplifies
the interaction with Security Token Service and
removes the need of Token Vending Machine
EC2 S3 DynamoDB Kinesis

28. Your own Username
And Password
Your own user authentication system
Several apps prefer to have their own username
and password instead of public identity providers
for authentication.
Manage mappings easily
Cognito manages the mappings across login
systems (public or private) using a unique Cognito
ID
Easily integrate with existing systems
Implement GetOpenIdTokeForDeveloperIdentity()
using our server-side SDKs like Java, Python,
Ruby etc.

29. Amazon Cognito Amazon Mobile Analytics Amazon SNS Mobile Push
Kinesis Recorder DynamoDB Mapper S3 Transfer Mgr SQS Client SES Client
AWS Global Infrastructure (Regions, Availability Zones, Edge Locations)
Core Building Block
Services
Mobile Optimized
Connectors
Mobile Optimized
Services
Your Mobile App, Game or Device App
AWS Mobile SDK, API Endpoints, Management Console
Compute Storage Networking Analytics Databases
Integrated SDK

32. Cloud App
Platform Services Mobile Apps

33. Amazon SNS
Cross-platform
Mobile Push
Internet
Apple APNS
Google GCM
Amazon ADM
Windows WNS and
MPNS
Baidu CP
Industry’s First!
With Amazon SNS, developers can send push notifications on multiple platforms
and reach mobile users around the world
Android Phones and Tablets
Apple iPhones and iPads
Kindle Fire Devices
Android Phones and Tablets in China
iOS
Windows Desktop and Windows Phone
Devices

34. Fast reliable
notification for every
Email received is
powered by SNS
Customers love
high scale and
Reliability of SNS
High-profile Startups
trust SNS for their
high-profile launches
Secret.ly
Advanced targeted
notifications
bring players back into
the game
Mature games increase
retention using SNS
Launched its Android
App with SNS, no
provisioning required
Jetpack Joyride
Fruit ninja

35. Amazon SNS
Cross-platform
Mobile Push
Internet
New features in 2014:
Message Expiry Time
Message Attributes
Large Topics (Broadcast)
CloudTrail Support
iOS8

38. Mobile push lets our users live
life together in the moment, even
when they are miles apart.
Founded in San Francisco
in 2010
Social networking and
messaging designed for
close friends and family
Two apps, Three
platforms, 20 languages
5M+ DAU worldwide
creating billions of monthly
impressions

39. 35 AWS EC2 m3.xlarge instances
Home-rolled code based on Tornado
6 Load
Balancers
Constantly trying to
scale out, both at
process level and
server level
Fighting to maximize
throughput at packets
per second level
Never certain how
many pushes we were
sending or dropping

40. Amazon SNS
Mobile Push

41. Zero to 500m+ daily
push notifications
almost overnight
Highest available
reliability and speed
Easy migration
$1 per million
mobile push deliveries 10m
170m
500m
Day 1 Day 2 Day 3
Path Daily SNS Mobile
Push Deliveries
(millions)
…Rising

42. Powerful yet
Flexible
Simple yet
Scalable
Ready for the
Present and
Future proof

43. Powerful and
Flexible

45. Amazon Cognito Amazon Mobile Analytics Amazon SNS Mobile Push
Kinesis Recorder DynamoDB Mapper S3 Transfer Mgr SQS Client SES Client
AWS Global Infrastructure (Regions, Availability Zones, Edge Locations)
Core Building Block
Services
Mobile Optimized
Connectors
Mobile Optimized
Services
Your Mobile App, Game or Device App
AWS Mobile SDK, API Endpoints, Management Console
Compute Storage Networking Analytics Databases
Integrated SDK

46. Store any NoSQL
data and also map
mobile OS specific
objects to
DynamoDB tables
Recorder that can
handle intermittent
network connection
Easily upload,
download to S3 and
also pause,
resume, and cancel
these operations
Send email
reliably from
device
Access
distributed
buffering and
queuing service
Kinesis Recorder DynamoDB Mapper S3 Transfer Mgr SQS Client SES Client

47. S3 Connector
Multipart upload media (photos, videos, audio)
Fault tolerant download (e.g. assets)
No backend required
Automatic retries
Pause, resume, cancel functions
Optimized for native OS

48. Outplay Entertainment –Amazon S3 Connector viaAWS Mobile SDK
Outplay Entertainment is mobile-focused game
developer on a mission to deliver fun, free and
innovative games for smartphones, tablets, and social
networks.
With Amazon S3 connector, we can
improve the users experience by
dynamically downloading game assets
in the background. No long up-front
delays for our users.
Douglas Hare
CEO, Outplay Entertainment
”
“ • Improved User Experience. Using the Mobile SDK,
they can download the game assets in background
while the user starts playing the game. No limits on
downloading extra assets.
• Dynamic updates. They can update the assets
dynamically and avoid AppStore release cycles.
• Unquestioned Scalability. Different assets for
multiple screen densities go up to 170 MB+. By
storing this data on S3 and directly downloading to
the mobile device, they can scale seamlessly.
• Excellent Performance. Highest resolution devices
end up downloading about 90MB of extra content.

49. Amazon
Kinesis
RedshiftS3Kinesis
enabled
Apps on
EC2
AWS
Mobile
SDK
For sophisticated
User Behavior
Real-time
Analysis
Integrated AWS Mobile SDK
Generic batching system that
handles intermittent network
connection and also optimize
battery utilization

50. Hardlight (ASEGANetworks Studio) –Amazon Kinesis
Hardlight (SEGA) is known for bringing SEGA’s
much loved blue mascot to the mobile domain. AWS Mobile SDK Amazon Kinesis

51. Joe Anna Bob
High Scores
Joe 1500
Anna 800
Bob 750
Amazon DynamoDB Connector: Object Mapper
Simplifies access to Amazon
DynamoDB in you app
Map client-side classes to Amazon
DynamoDB tables
Removes the need to transform
objects into tables and vice versa

52. HitPoint Studios UsesAWS to GrowAudience and Cut Costs by 45%
HitPoint is an independent casual online game
developer with games on Facebook and mobile.
HitPoint Studios uses AWS to grow
our player base and cut hosting
costs. We are also building our new
mobile gaming platform on its
infrastructure.
• Reduced hosting and content delivery costs by over 45%
• Delivers new game content weekly to 250,000+ MAU
• Reduced server deployment, maintenance, and
monitoring time to a single engineer
• Allows us to do large marketing spends for UA without
concern for server load from new users
• Provides us with the infrastructure needed to build our
new game platform with a small, focused team
Chris Vigorito
Technical Director, HitPoint Inc.
”
“

53. Cognito
User
Management
CloudFront
Content
Delivery
DynamoDB
Persistence
SNS
Notifications
EC2
Compute
Kinesis
Event Streaming
Elastic
Map Reduce
Data Analysis
Client
Elastic
Beanstalk
Auto-Scaling
Mobile
Analytics
Analytics

54. timely manner
own their mobile data

55. Scalable and Generous
Free Tier
Focus on metrics that
matter. Usage reports
available within 60
minutes of receiving data
from an app
Fast
Scale to billions of
events per day from
millions of users.
Own Your Data
“Easily collect, visualize and understand your app usage data at scale”
Data collected are not
shared, aggregated, or
reused

56. Sign up for AWS Account and create or use existing Cognito ID in
the AWS Management Console
View engagement and session activity reports in the
AWS Management console within minutes
Download and integrate the Mobile SDK with one line of
code (Android/FireOS, iOS)

57. Key Business Metrics
(with one line of code)
1. Monthly Active Users
(MAU)
2. Daily Active Users
(DAU)
3. New Users,
4. Daily Sessions,
5. Sticky Factor,
6. 1-Day Retention,
7. Avg. Revenue per DAU,
8. Daily Paying Users,
9. Avg. Paying DAU

58. Get behavioral insights into app specific
actions that your users take
Reports provide a view of how often custom
events occur. You can add further context
with Attributes and Metrics, to each custom
event
Examples
Track the number of
Likes/Shares, per
article, in a news app
Understand player
abort rates per
level, in a game
Number of songs
played, per user
session, in a music
app
In-app item popularity
in a shopping app

60. mobile client Amazon S3 Amazon RedshiftAmazon Mobile Analytics

61. mobile client Amazon S3 Amazon RedshiftAmazon Mobile Analytics
Amazon SWF
Segmentation
Data
Messaging
Data
Amazon SNS
Segmentation & Messaging

64. 70Live score VotingPush notifications

65. 71
FORZA FOOTBALLSINCE 2012

66. OUR EXPERIENCE
PRE AMAZON MOBILE ANALYTICS

67. 0
440,000
880,000
1,320,000
1,760,000
2,200,000
February 2012 October 2012 April 2013 November 2013
CHOOSE THE RIGHT TOOL
73
FROM THE BEGINNING
Other Analytics tool

68. SCREENING THE MARKET
WE TALKED TO ALMOST EVERY ANALYTICS VENDOR IN THE
MARKET

69. THIS WAS IMPORTANT FOR US
WHEN CHOOSING ANALYTICS TOOL
75
Pricing
Flexible pricing
(Pay as you use)
Competitive pricing
Features
Retention
Custom events
Mobile friendly
Data
Ownership
Export functionality
No sampling

70. AMAZON MOBILE ANALYTICS +
REDSHIFT
VISUALIZE DATA THAT MATTERS TO YOU

71. DATA GUIDED DESIGN
DEVELOP FEATURES BASED ON USAGE

72. SEGMENTATION BASED ON ACTIVITY
WE WANT TO SEE WHICH GROUP USE EACH FUTURE
78
Low activity
Medium
activity
High activity
1-4 days 5-12 days 13-14 days

73. VISUALIZATIONS
BY TABLEAU

74. GROWTH PER COUNTRY
THE WORLD CUP IS THE MOST INTERESTING FOR THE AMERICANS
80

75. PENETRATION
USERS PER CAPITA
81

76. LEVERAGE ON MISSION
VOTE PER COUNTRY
82

77. DEVICES
IN FORZA FOOTBALL
83

78. PUSH NOTIFICATIONS
CAN THE AMOUNT OF NOTIFICATIONS WE SEND AFFECT
RETENTION?

79. PUSH NOTIFICATIONS
RETENTION PER GROUP 65 DAYS
85
10-14 notifications retain best

80. PUSH NOTIFICATIONS
RETENTION PER GROUP 148 DAYS
86
We can achieve 1.5x more users and more revenue if we send less notifications

82. Powerful yet
Flexible
Simple yet
Scalable
Ready for the
Present and
Future proof

83. Ready for the
Present and
Future proof

85. Devices
Developers
Manufacturers
OSs(iOS, Android) 2
(OEMs) 50
1M
1.5B
5-6
100,000+
5M+
50 B+
Maker = Developer
(The line is blurring)
“Makers”
Mobile App
Ecosystem
Connected Devices
Ecosystem
5 years

86. 1. Data-In is free
2. Easily scalable with low
response time
3. S3 for High Storage
Capacity at low cost
4. Pay as you go model.
Storing over 1 million
videos a day using IP
Cameras connecting
to the cloud directly

87. Unique Identifier for Your “Things”
“Headless” connected devices can also
securely access cloud services.
Save Data to the Cloud
Save app and device data to the cloud and
merge them after login
Guest User Access
Securely access AWS resources and leverage
app features without the need to create an
account or logging in
Visitor
Preferences
Cognito
Store
Guest
EC2 S3 DynamoDB Kinesis

90. Hardware, software, and cloud services
for consumer robots
BrainOS enables robots to sense, make
decisions and take action through learning, not
programming.
Reduce years of programming time down to
days of training:
• Reduced product cost
• Reduced development costs
• Improved time-to-market

91. Software: BrainOS uses biologically-inspired algorithms for visual
perception and sensorimotor control to enable robots to sense their
environment, make decisions and learn.
Hardware: bStem is a specialized low power, lightweight multi-core
platform, with stereovision, designed to be an advanced brain for
robots.
Cloud: Cloud-based support and storage enables the BrainOS
platform to supplement on-board computation.

92. Amazon
S3
Amazon
EC2
Amazon
Cognito
Amazon
CloudWatch

94. Amazon Cognito Amazon Mobile Analytics Amazon SNS Mobile Push
Kinesis Connector DynamoDB Connector S3 Connector SQS ConnectorSES Connector
AWS Global Infrastructure (10 Regions, Availability Zones, 51 Edge
Locations)
Core Building Block
Services
Mobile Optimized
Connectors
Mobile Optimized
Services
Your Mobile App, Game or Device App
AWS Mobile SDK, API Endpoints, Management Console
Compute Storage Networking Analytics Databases
Integrated SDK
Powerful yet
Flexible
Simple yet
Scalable
Ready for the
Present and
Future proof

95. Amazon Cognito Amazon Mobile Analytics Amazon SNS Mobile Push
Kinesis Connector DynamoDB Connector S3 Connector SQS ConnectorSES Connector
AWS Global Infrastructure (Regions, Availability Zones, Edge Locations)
Core Building Block
Services
Mobile Optimized
Connectors
Mobile Optimized
Services
Your Mobile App, Game or Device App
AWS Mobile SDK, API Endpoints, Management Console
Compute Storage Networking Analytics Databases
Integrated SDK

97. Marco Argenti

98. http://bit.ly/awsevals