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PowerPoint Presentation

AWS Startup Insights

Follow Us @AWSCloudSEAsia

Dr. Werner Vogels@wernerBuilding Great Startupswith the Cloud

2015, Amazon Web Services, Inc. or its Affiliates. All rights reserved.

The 4 Jobs of a Startup Founder

The 4 Jobs of a Startup Founder1. Product Vision

The 4 Jobs of a Startup Founder1. Product Vision2. Business Model

The 4 Jobs of a Startup Founder1. Product Vision2. Business Model3. Speed of Execution

The 4 Jobs of a Startup Founder1. Product Vision2. Business Model3. Speed of Execution4. Talent

Startup Architecture

Additional Jobs of the Technical Founder

Additional Jobs of the Technical Founder1. Security

Additional Jobs of the Technical Founder1. Security2. Reliability

Additional Jobs of the Technical Founder1. Security2. Reliability3. Scalability

Additional Jobs of the Technical Founder1. Security2. Reliability3. Scalability4. Performance

Additional Jobs of the Technical Founder1. Security2. Reliability3. Scalability4. Performance5. Cost Efficiency

Shared Responsibility

Malaysia Startup Customers

KfitIflixPiktochartservisHeroMaukerja17

Cloud removes Constraints

Data CenterServersNetworkingDatabasesStorage

Everything is Programmable

?

No upfront capitalOnly pay for what you useNo need to guess capacityAgility, speed & innovationRemove undifferentiated heavy liftingGo global in minutes

SIMPLICITYA complex system that works is invariably found to have evolved from a simple system that worked. A complex system designed from scratch never works and cannot be patched up to make it work. You have to start over with a working simple system. Galls law

The Cloud Drives Simplicity

The Cloud Makes Development Simpler

Virtual MachinesContainersFunctions

High availability& scale

Continuousdeployment

EnvironmentfidelityApplicationportability

The Rise of Application Containers

Private Docker repositoriesMount persistent volumes at launchAcross a cluster of EC2 instancesLaunch and terminate Docker containers

Amazon EC2 Container ServiceA Fully Managed Service for Docker Containers

Amazon ECS: Some ExamplesBatch ProcessingOpen-source PaasSolr Search ClusterPaaSGaming EngineWeb Application PlatformMicroservices BackendMapping Solution

Real-time Image Transformation

BACK ENDFRONT ENDCluster 1ECS

Cluster 2ECS

Cluster 3ECS

App State

Galaxy is a commercial meteor.js application platformGalaxy needed to be built to be accessible to developers without sophisticated devops backgroundsGalaxy needed to be scalable multi-tenant: 100k users, 1MM processes, 100M sessionsWanted to use containers for isolated user processes and fast spin-up

Chose ECS because it was integrated with other parts of the AWS stack.Argument of no software to install and operate was compellingIt supported multiple availability zonesECS got Galaxy faster to market than Kubernetes or MesosECS also provided the management API to write customer schedulers for AZ spread scheduling, rate limiting, and application based health checks.

Galaxy provides the application state management and runs as a management overlay atop ECS through the ECS APIs. Through its custom scheduler, Galaxy schedules user applications atop containers running across ECS clusters29

DEVELOPERSLEARNERS

IGUAZ ADMINSERVICESIguaz BackendIguaz Frontend

cassandra database

AMAZON SQSAMAZON ECS

Business metrics reports

PAYMENT RECONCILIATION

GRADE REPORTS

LEARNER DEMOGRAPHICS

COURSE STATISTICS

MARKETING EMAIL

AUTO GRADING

A micro-services based architectureBackend batch processing systems are encapsulated in containers and Amazon ECSNo extra time is spent installing software and maintaining a cluster

INTRODUCTION: Welcome Jason Fischl (FISH-EL), VP of Engineering, Remind.

To talk more about the benefits of containers and using Amazon ECS, please

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The Best Place to Run Containers in Production

EC2 Container ServiceEC2 Container Registry

The Best Place to Run Containers in Production

EC2 Container ServiceEC2 Container Registry

AZ-AwareService Scheduler

The Best Place to Run Containers in Production

EC2 Container ServiceEC2 Container Registry

AZ-AwareService SchedulerDocker integrationwith Compose

The Best Place to Run Containers in Production

EC2 Container ServiceEC2 Container Registry

AZ-AwareService SchedulerDocker integrationwith ComposeECS CLI

The Cloud Makes Compute Simpler

AWS Lambdaaws.amazon.com/lambda

No server is easier to manage than no server

: )

Photo bucketS3

Event-driven Computing

: )

Extract metadataCloud Function

Photo bucketS3

Event-driven Computing

: )Extract metadataCloud FunctionMetadataDynamo DB

Photo bucketS3

Event-driven Computing

: )

TrendingCloud FunctionTrendingDynamo DBExtract metadataCloud FunctionMetadataDynamo DB

Photo bucketS3

Event-driven Computing

: )NotifyCloud Function

SNS

Push NotificationTrendingCloud FunctionTrendingDynamo DBExtract metadataCloud FunctionMetadataDynamo DB

Photo bucketS3

Event-driven Computing

KinesisStream

ProcessEvent

S3DynamoDBRDSRedshiftReal-time Analytics and Dashboards

us-west-2

ELB

ELB

Bidders

Ad Servers

us-east-1

Bidders

Ad Servers

eu-west-1

ap-southeast-1

ap-northeast-1

Kinesis

S360B Events/Day600k Files/Day

SQS

SQS

SQS

SQS

Machine Learning

Analytics

Dynamic Creatives

Profiles

DynamoDBus-west-2

DynamoDBus-east-1

DynamoDBeu-west-1

DynamoDBap-southeast-1

DynamoDBap-northeast-1

ELBELBBiddersAd ServersELBELBBiddersAd ServersELBELBBiddersAd ServersELBELB

DynamoDBCreate User

Update profile

Send message

Latest messages

Back endAPI Gateway

Javascript & HTML5 appMobile app

Front end

Server-less Backend Applications

AWS Lambda in ProductionThreat intelligence and analyticsAd data analytics and routingMobile app analyticsImage content filteringReal-time video and biddingNews content processingNews media processingGame metrics analytics

FireEye (Threat intelligence and analytics)FireEye designed a search architecture for their threat intelligence and analytics products that uses AWS Lambda functions to scan data stored in S3 and stream the results back to the query GUI. Benefits: Dramatically decreased costs from previous implementation which required an Elasticsearch cluster. There was minimal impact on performance and customer experience. AdRoll (Ad retargeting platform)AdRoll stores over 300TB of new compressed data in S3 every month for different teams to access and analyze. Lambda allows AdRoll to notify and route data within minutes to each team every time new data is added to S3. Benefits: Lambda allows AdRoll to have a fast and automated way to deliver new data to different teams (e.g., machine learning, analytics, etc) .Localytics (App analytics and marketing platform)Localytics processes in real-time billions of data points monthly. Lambda is used to process historical and live data stored in S3 and streamed from KinesisBenefits: Eliminates the need to provision and manage infrastructure to run each microservice. Lambda automatically scales with the workload, processing billions of data points monthly. Lastly, it speeds the time to market for new featuresPeriscope (Real-time video broadcasting)When users broadcast on Periscope, the video is broken into 3 second chunks for Lambda to process and identify if there is pornographic content. Benefits: VidRoll (Video advertising platform)VidRoll initially used AWS Elastic Beanstalk to power the business logic and dynamic configuration for real-time video ad bidding across multiple exchanges. Amazon EC2 was also used for real-time video ad transcoding. VidRoll switched to Lambda to power the business logic and video transcoding. Benefits: Eliminates the need for developers to understand or worry about infrastructure. VidRoll has grown revenue by 10x without hiring additional technical resources to manage the volume because of the serverless architecture enabled by Lambda the savings are passed on to their customersThomson Reuters (Media corporation)Thomson Reuters cleanses text and images from various news sources and dynamically generates content for distribution to publishers using Lambda. Lambda takes master object files (e.g., photo or text) and generates different pictures sizes and document formats (XML, JSON, binary) Benefits: Significant simplification of workflow and reduced time-to-market for new content types and formatsAssociated Press (Nonprofit news agency)AP initially used Amazon EC2 instances to scrub and merge hundreds of smaller documents into a single document. AP switched to Lambda to power the document merge process.Benefits: Serverless and pay as you go nature allowed for simplicity and lowered costs from not having to keep around idle servers. MLBAM (Interactive sports media platform)Uses Lambda to combine their baseball statistics feed with Twitter, videos, and images to create a live multimedia feed for their customers. Benefits: Increases the speed and reduces the cost of real-time stream processing.

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CloudFormation SupportIntegration with SNS, SWF, ASKAPI Gateway IntegrationJavaMobile SDK & Cognito Integration

New Lambda Features Since Last Year

Global Expansion: Asia-Pacific/TokyoASK = Alexa Skills Kit

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VPC SupportLong-running FunctionsScheduled Functions

Mobile AppsWebsitesServicesInternetAPI GatewayAPI GatewayCacheCloudWatchEC2EndpointsLambda FunctionsAny Other Endpoint

VersioningMetering and throttlingCachingSigning & authorizationSDK generation

Amazon API GatewayCreate robust, scalable and secure APIs in minutes

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The Cloud Makes Mobile Simpler

MOBILE DEVICEThe Duality of Devices

MOBILE DEVICEMOBILE BACKEND

The Duality of Devices

MOBILE DEVICEMOBILE BACKEND

DATA AND CONTENTANALYTICS

S3DynamoDBRDS

Mobile AnalyticsThe Duality of Devices

MOBILE DEVICEMOBILE BACKEND

DATA AND CONTENTANALYTICSNOTIFICATIONS

S3DynamoDBRDS

Mobile Analytics

SNS

The Duality of Devices

Amazon CognitoAPI GatewayLambdaLambdaLambda

MOBILE DEVICEMOBILE BACKEND

DATA AND CONTENTANALYTICSNOTIFICATIONS

S3DynamoDBRDS

Mobile Analytics

SNS

The Duality of Devices

3 Steps to App Nirvana With AWS Mobile Hub

1. CHOOSE & CONFIGURE FUNCTIONALITY

3 Steps to App Nirvana With AWS Mobile Hub

CHOOSE & CONFIGURE FUNCTIONALITYDOWNLOAD SOURCE

3 Steps to App Nirvana With AWS Mobile Hub

CHOOSE & CONFIGURE FUNCTIONALITYDOWNLOAD SOURCETEST & MONITOR

Lots of devices can be solved by trying to test on all of them, but usually more likely to just use a subset; made worse by the fact that new devices are appearing on the market all the time.

Device and platform proliferation is Quickly overwhelmingOne approach? Focus on a smaller number of devices and platforms, but this limits audience and isnt really a good approach?Or go out and buy multiple devices and run every platform version, and try to test your app across them? Not ideal either?Especially as new models with new platform versions arrive all the time

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Automatically test on a large selection of device typesView detailed reports, logs and screenshotsConfigure location, language and application dataIntegrate with existing development workflowAWS Device FarmTest your app on real smartphones and tablets in the AWS Cloud

The Cloud Makes IoT Simpler

Connected Devices are Everywhere

SENSORS

ACTUATOR

DevicesNetworkSecurityData CollectionSmarts

1010

The Heavy Lifting With IoT

AWS IoT

Securely connect and manage devices, at any scaleBeta available today

Connect Billions of DevicesIntroducing AWS IoTDevices

Connect Billions of DevicesLightweight Communication ProtocolIntroducing AWS IoTDevicesNetwork

Connect Billions of DevicesLightweight Communication ProtocolX509 CertificatesIntroducing AWS IoTDevicesNetworkSecurity

Connect Billions of DevicesLightweight Communication ProtocolX509 CertificatesDynamoDB, Kinesis, and S3Introducing AWS IoTDevicesNetworkSecurityData Collection

1010

Connect Billions of DevicesLightweight Communication ProtocolX509 CertificatesDynamoDB, Kinesis, and S3Trigger Lambda FunctionsIntroducing AWS IoTDevicesNetworkSecurityData CollectionSmarts

1010

Things

AWS IoT

Device GatewayThe AWS IoT Platform

Things

AWS IoT

Device Gateway

S3

DynamoDB

Kinesis

Lambda

The AWS IoT Platform

Rules

Things

AWS IoT

Device Gateway

S3

DynamoDB

Kinesis

Lambda

RegistryThe AWS IoT Platform

Rules

What About Interacting with Devices When They are Offline?

Via RESTful APIRead Last Reported StateSet Desired Future State

AWS IoT Device Shadows

ThingsAWS IoT

Device Gateway

Rules

S3

DynamoDB

Kinesis

Lambda

Registry

Shadow

Your AppThe AWS IoT Platform

The Cloud Makes Analytics Simple

PastPresentFuture++

Data-driven DevelopmentAnalysis & reportingRedshift, S3 & EMRMobile AnalyticsReal time & dashboardsKinesisEC2 & LambdaPrediction

Predictive Models and Machine LearningAutomatically find patterns in existing data & make confident predictions on new data

At scaleIn productionStatisticsModel buildingCross-validationAlgorithmsTransformation

Using Machine Learning is Hard

2 Senior Developers92% accuracy> 1 month

2 Senior Developers92% accuracy> 1 month

1 Developer92% accuracy20 minutes

Sales lead ranking

Customer adoption modelsCounterfeit goods detectionItem classificationDisplay adsCustomer supportDemand estimationSearch intentThe Spark For Hundreds of New Machine Learning Applications

Counterfeit goods: identify risk of fake products based on counterfeit serial numbers.

Customer adoption models: targeting promotional campaigns more specifically based on likelihood of adoption for a customer: Amazon Student, Dash, Mom.

Item classification: eliminate need for human classification of new grocery items, into categories and subcategories

Sales lead ranking: Prioritize businesses who are likely to be successful deals on Amazon Local.

Search intent: detect intent of query and route to the appropriate category

Global demand estimation: estimate ASIN demand in new regions

Customer support: improve quality and efficiency of customer support experience through social media processing, routing of new information/discovery calls to correct department, detect wheres my stuff calls and route appropriately.

Display ads: increase the click through rate of displayed ads by selecting the creative with the best performance for a customer segment: better experience for the customer as more relevant ads.

Easily create machine learning modelsVisualize and optimize modelsPut models into production in secondsBattle-hardened technologyUse data from S3, RDS, and RedshiftAmazon Machine Learning

Build modelValidate & optimizeMake predictions

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Build modelValidate & optimizeMake predictions

1

2

3

Build modelValidate & optimizeMake predictions

1

2

3Batch predictionsAsynchronous predictions with trained modelReal-time predictionsSynchronous, low latency, high throughputMount API end-point with a single click

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AWS Activate Benefits

Any Startup = Self Starter PackageAll others = Portfolio PackageVC = higher than 1.5M raised = NO ACTIVATE91

Cloud removes constraints

Build the Applications You Have Always Wanted

Build Applications the Way You Have Always Wanted to Build Them

GO BUILD!@werner