JOINT

WEBINAR

Amazon’s Content

Delivery Service

Amazon CloudFront

Santanu Dutt Solution Architect

Amazon Seller Services

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Varoon Rajani President - Cloud Consulting

BlazeClan Technologies

the story so far ...

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Go Global in Minutes

9 Regions 25 Availability Zones 51 Edge Locations

AWS’ global infrastructure …

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…to go with AWS services

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• A content delivery network (CDN) uses a network of servers in

geographically dispersed locations (edge locations) to cache copies of

content close to end users, lowering latency when they download or stream

the objects.

• When a specific page, file, or program is requested by a user, the server

dynamically selected to deliver the content is based on closest network

proximity or the one with the fewest network hops to the end user.

• Content is replicated across edge locations providing redundancy.

How it Works

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• Improves customer experience with faster page loads - bounce rates

go down and customers stay on your site longer.

• SEO benefits: site speed and load times are important to search

engine ranking.

– A study by Google showed that every ½ second of page load time dropped

customer traffic by 20%. Google factors in page load times in their quality

score.

• Takes load off your web server, brings in scalability.

• Reduces costs.

• Provides protection: redundancy across multiple servers/locations.

CDN Benefits

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The Amazon Way

• Customer Centric

• Cost Effective

• Think Big Picture

More Customers

More AWS Usage

More Infrastructure

Economies of Scale->

Lower Costs

Reduced Prices

Customer

Obsession

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CloudFront

Your Partner in Customer Experience

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Customer Focus

• Global availability &

performance

• Deliver all of

your content

• Easy to use

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Dynamic

Static Video

Deliver All of Your Content

User

Input

SSL

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Streaming

• Refers to delivering audio and video to end users on the internet without having to download the media file prior to playback

• Potential benefits for you and your end-users – Give viewers more control over their viewing experience (seek forward)

– Give you more control over your content (no file remains on the viewer's computer after watching)

– Reduce your costs as it only delivers portions of a media file that the viewers actually watch

• Protocols used for streaming include – Proprietary : Adobe’s Real Time Messaging Protocol (RTMP + tunneled

and encrypted variants)

– HTTP based : Apple’s HTTP Live Streaming (HLS), Adobe’s HTTP Dynamic Streaming (HDS) and Microsoft’s Smooth Streaming (SS)

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On-Demand Streaming

• 3 Options – Media files converted to one of the supported format, stored in

Amazon S3 (or a custom origin). You can then use S3 as an origin for

an Amazon CloudFront web distribution.

– Run a third party streaming server (e.g. Wowza Media Server

available on AWS Marketplace) on Amazon EC2 which can convert a

media file to the required HTTP streaming format (HLS, HDS or SS).

This server can then be designated as the origin for an Amazon

CloudFront distribution.

– Stream using RTMP, you can store your media files on Amazon S3

and use it as the origin for an Amazon CloudFront RTMP distribution.

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Live Streaming

• 3 solutions to deliver live events over HTTP

• Each relies on an encoder and a media service or server, fragments are cached in CloudFront and can be encoded on different bit rate

• 3 Solutions : – Wowza Media Server 3.6 : Apple HTTP Live Streaming (HLS), Adobe HTTP

Dynamic Streaming (HDS) and Microsoft Smooth Streaming

– Adobe Media Server 5.0 : Flash Player and Apple iOS devices. Amazon EC2 (running AMS 5.0) must be configured as the origin for a CloudFront web distribution

– Windows Media Services for live Smooth Streaming : Live media over HTTP to both Microsoft Silverlight clients and Apple iOS devices

• AWS CloudFormation template are provided to handle provisioning and sequencing for all the AWS resources of streaming stacks

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Elastic Transcoder

• ManagedTranscoding

Workflow

• Seamlessly Scalable

• Cost-effective & Pay/Min.

• Integrated with AWS

services

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9 Regions 46 Edge Locations

CloudFront’s Global Customer Reach

http://aws.amazon.com/about-aws/globalinfrastructure/

Edge Location

AWS Region

Industry Leading Availability

97

97.5

98

98.5

99

99.5

100

Cloudfront CDN B CDN C CDN D CDN E

Global Availability*

*Data from Cedexis, Last 30 Days, Availability measured over All Cedexis Regions. 12/30/13

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CloudFront Top Tier Performance

0

100

200

300

400

500

600

CDN E Cloudfront CDN B CDN D CDN C

ms

Response Time (Latency) Performance*

*Data from Cedexis, Last 30 Days, Response Time Measure of the United States. 11/12/13

10th Percentile

95th Percentile

25th Percentile

75th Percentile

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Popular CloudFront Features

Video Streaming

• RTMP (Flash) and HTTP(S) delivery

• Adaptive Bitrate Streaming

Security

• Private Content

• Custom SSL Support

• Geo Restriction

Content Management

• AWS Management Console

• Full control via APIs

• Programmatic Invalidation

• Industry-compliant, detailed

Access Logs

Dynamic Content Acceleration

• Low Minimum Content Expiration

Periods (TTL=0)

• Multiple Cache Behaviors

• Multiple Origin Servers

• Origin Connection Protocol

• Viewer Connection Protocol

• Zone Apex Support

• Query String & Cookie Support

• Put/Post HTTP Verb Support

Price Flexibility

• Pay for Use

• Price Classes

• Reserved Capacity Private Pricing

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POST /2012-07-01/distribution HTTP/1.1

Host: cloudfront.amazonaws.com

Authorization: AWS authentication string

Date: time stamp

Other required headers

<?xml version="1.0" encoding="UTF-8"?>

<DistributionConfig

xmlns="http://cloudfront.amazonaws.com/doc/2012-07-01/">

Manage Your Content Your Way

API Console

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Accelerate Your Site in 15 minutes

• Frictionless self-service signup

• No set-up or platform fees

• No custom code

• No re-architecting required

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Help When You Need It

• Enabled Self Service

• AWS Solution Architects

• 24 Hour AWS Customer Service

• Dedicated Support Engineers

• Fast Response Times (<15 mins)*

* Depends on level of Premium Support (http://aws.amazon.com/premiumsupport/)

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Competitive, Flexible Pricing

• On-demand, pay for

use pricing

• Same pricing for Static

and Dynamic Content

• Commitment based

private pricing

Pri

ce p

er

GB

Data Transfer

Data Transfer Economies of Scale

Public Rates Private Rates

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The Big Picture

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CloudFront and the AWS Ecosystem

• Integrates with AWS resources – DNS, Video Transcoding, Storage, Compute,

Load Balancing, Marketplace, etc.

• Improves scalability of other

Amazon resources

• Discounts on data transfer from

Amazon S3 & EC2 to CloudFront

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Elastic Load

Balancing

Dynamic Content

Amazon EC2

Static Content

Amazon S3 Custom Origin

OR

OR

Custom Origin Amazon CloudFront

example.com

*.jpg

*.php

Your Partner in

Customer Experience

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Santanu Dutt

santanu@amazon.com

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Technology Challenges across various Media Sectors

Broadcasters Publishers

Studios

Gaming

• Faster Real time

Encoding &

Distribution with

minimum latency.

• Large &

unpredictable

Storage Capacity

Requirement.

• Need to Identify

Usage patterns.

• Variable Storage

Requirements for a

variety of rich

content.

• Global Content

Distribution

requirements.

• Faster Content

Delivery on multiple

platforms & devices a

necessity.

• End user

analysis of

content usage

patterns.

• Maximizing UX by

minimum time delays

both in real time &

downloads.

• Player behaviour

analytics during real

time multiplayer

gaming.

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The 5 Major Challenges

Large Scale Data

Transfer &

Storage Content

Distribution

Analytics

Content

Distribution

Content

Transcoding

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4

1

3

Live Media

Streaming

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Expensive, Slow &

Bandwidth

Intensive

Expensive

Infrastructure,

Reduced scope of

Reusability

Expensive for large

Data Sets, multiple jobs

to be processed in

different formats

Vendor Lock-ins,

Relatively Expensive,

Technology

Improvement

Usage analysis-

Expensive & lacks

detailed analysis.

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1. Large Scale Data Transfer & Storage

Large Scale

Data Transfer

& Storage

Content

Distribution

Analytics

Content

Distribution

Content

Transcoding

Live Media

Streaming

Pre-recorded media content

File transfer accelerator

AWS import / export

AWS Gateway

STORAGE

Media stored rapidly to S3 Buckets using AWS Gateway

or Import/Export along with File Transfer Accelerator

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2. Live Media Streaming

Large Scale

Data Transfer

& Storage

Content

Distribution

Analytics

Content

Distribution

Content

Transcoding

Live Media

Streaming

Live Media Stream

Live Media Encoder

File transfer accelerator

Streaming Server on EC2 instance

LIVE STREAM

Live media using third party Encoder and file transfer

accelerator streamed from streaming servers or EC2

instances

Live Streaming

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3. Content Transcoding

Large Scale

Data Transfer

& Storage

Content

Distribution

Analytics

Content

Distribution

Content

Transcoding

Live Media

Streaming

TRANSCODE

Using Amazon’s own Elastic Transcoder equipped

with multiple formats content encoded from and to S3

Buckets

SQS

SQS AWS Elastic Transcoder

S3 Bucket transcoded files

Cloud Front origin

AWS Glacier (Archival)

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4. Content Distribution

Large Scale

Data Transfer

& Storage

Content

Distribution

Analytics

Content

Distribution

Content

Transcoding

Live Media

Streaming

Cloudfront Streaming Distribution

Cloudfront Streaming Distribution

Edge Locations

Cloudfront

CONTENT DISTRIBUTION

Transcoded content, streamed to various Edge

Locations using Amazon CloudFront

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5. Content Distribution Analytics

Large Scale

Data Transfer

& Storage

Content

Distribution

Analytics

Content

Distribution

Content

Transcoding

Live Media

Streaming

Amazon Edge

Locations now in

Mumbai & Chennai !!

CLOUDLYTICS –

USAGE PATTERN ANALYSIS

• Geographical Distribution

of Downloads/Streams

• Get Streaming Pattern for Video content

• Identify Edge Location Traffic & optimize AWS Billing

• Improve User Experience by Optimizing Latencies

• Identify Popular Downloads &

Streams

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Complete Solution Architecture

AWS Cloud Corporate Data

center

Pre-recorded media

content

Live Media Stream

Live Media Encoder

File transfer

accelerator

File transfer

accelerator

AWS import / export

AWS Gateway

Streaming Server on EC2 instance

SQS SQS

AWS Elastic Transcoder

S3 Bucket transcoded files

Cloud Front origin

Cloudfront Streaming Distribution

Cloudfront Streaming Distribution

Live Streaming

Cloudlytics – S3 / CloudFront Log

analytics

Cloudlytics – S3 / CloudFront Log

analytics

AWS Glacier (Archival)

Edge Locations

Mobile Devices

Gaming Console

Web Clients

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Case Study – Content Distribution

on Cloud

15 Million+ Downloads a Year

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Business Case

• Customer

• US based multi-Billion Dollar Enterprise

• Engineering & Technology Company

• Downloads

• 15 Million Unique Downloads a Year

• 60 MB Average file size for each download

• Requirement

• Move the download infrastructure from current set up to AWS

• Download requests from embargoed nations to be blocked

• Go live in 30 days

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Challenges

15 Million Downloads

a Year, with 60 MB

average download

file size.

Downloads from all

the continents except

Antarctica.

Payload Scale

The infrastructure to

support downloads

should be cost

effective.

Prevent spam

downloads to

prevent bandwidth

loss.

Costs

Download rate from

all locations should

match the current

infrastructure.

Download

Infrastructure should

scale to meet the

demand peaks for

new version updates.

Application should

have High

Availability & should

be Fault Tolerant.

Download

Performance

Deploy a secured

way to download

files.

Block download

requests from

embargoed nations.

Security &

Compliance

Development,

Testing &

Deployment of the

complete

infrastructure in 30

days.

Rapid

Deployment

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BlazeClan’s Solution

Solution delivered in

30 days using Agile

Development

Processes

Agile

Development

For Cost Effective,

Scalable & Highly

Available

Infrastructure

Amazon CloudFront

for Download

Distributions

Amazon Web

Services

Application

developed using

Spring Java

Secured downloads

using CloudFront

signed URLs

Security

Pre-build tools for

load testing

Tested with loads of

300,000 hits per hour

Load Testing

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Solution Architecture

High Availability Scalable Oracle RDS with Standby Instance Amazon S3 as Origin File server for CloudFront Amazon CloudFront for Download Distributions Secured CloudFront downloads using signed URLs

Architecture

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Advantage

Agile Development led to on time delivery. Automated load testing & Vulnerability Testing reduced Testing Cycle duration.

Quick Turnaround

Offshore development & remote deployment. Open Source Spring Java as development tool. AWS Pay-as-you-go deployment.

Low Cost Solution

Faster performance compared to the existing infrastructure.

Improved Performance

Highly Available & Fault Tolerant Solution. Secured.

Secure & Reliable

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Let’s talk Business!

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Cloudlytics

• Cloudlytics - Analyze your Amazon S3

& CloudFront Logs

• Simpler and Faster way to

analyze logs

• Get detailed analysis of access

requests for your online assets

• Cloudlytics is a large scale big data

analytics tool available as a service

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Get Started in 3 Easy Steps

Register for Free

Configure your

Log buckets

Analyze &

Generate Reports

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Geographic Region Wise Statistics

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FAILED

DOWNLOADS PARTIAL

DOWNLOADS

COMPLETE DOWNLOADS BROWSER

STATS

OS STATS

Edge Location Detailed Statistics

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Check

Edge

Location

Check

Edge

Location belonging

to which Country

Check which

Country has

Maximum

Requests

Check Edge

Location Traffic by

Clicking from Map

Custom Reports

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Array of Reports

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IP REPORTS

TIMELINE

REPORTS

POPULAR DOWNLOADS

REPORTS

CONTENT DOWNLOAD

REPORTS

Identify Edge

Location Traffic

and optimize

AWS Billing

Identifying

Popular

Downloads

& Streams

Get

Streaming

Pattern for

Video

Content

Improve User

Experience by

Calculating &

Optimizing Latencies

Identify

Spam

Attacks

Get Geographical

Distribution of

Downloads

& Streams

Advantage - Cloudlytics

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Advantage - Cloudlytics

• Scalable & Reliable

• Developed using Amazon

Web Services tools like

Amazon EMR & Amazon

Redshift

• Developed by BlazeClan

Technologies, leading Consulting

Partner with Amazon Web Services

• Pay as you go service with no

contracts and no lock-ins

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300 + Counting !!

Cloudlytics currently has 300+ Users

With a 10% Paid Customer Base!

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Comparing AWS – Just Dail & Rediff

Visual Progress Graph

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Timing Graph

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Byte Load – Content Type

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Content Break-up and Requests – Justdial

http://amazontest.justdial.com/Mumbai/North-Indian-Restaurants/ct-4578

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Content Breakup and Requests - Rediff

http://www.rediff.com/movies

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Thank you

For your Content Distribution Requirements,

contact us at info@blazeclan.com

http://blog.blazeclan.com/

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