aws summit singapore keynote with stephen orban - head of enterprise strategy

Welcome

@stephenorban!

Stephen Orban, Head of Enterprise Strategy, AWS!

How Is The AWS Business Progressing?

2012 2013 2014

Amazon S3 Usage 102% YoY increase in data transfer

to and from S3 (Q4 2014 vs Q4 2013, not including Amazon use)

2011 2012 2013 2014

Amazon EC2 Usage 93% YoY increase in EC2

instance usage (Q4 2014 vs Q4 2013, not including Amazon use)

2008 2009 2010 2011 2012 2013 2014

Over 1 Million Active Customers

“Active customer” is defined as a non-Amazon customer with AWS account usage activity in the past month, including the free tier

Startup Customers

Meerkat!

Enterprise Customers

Public Sector Customers

Premier Consulting Partners

ISV Partners

Gartner “Magic Quadrant for Cloud Infrastructure as a Service,” Lydia Leong, Douglas Toombs, Bob Gill, Gregor Petri, Tiny Haynes, May 28, 2014. This Magic Quadrant graphic was published by Gartner, Inc. as part of a larger research note and should be evaluated in the context of the enMre report. The Gartner report is available at hNp://aws.amazon.com/resources/analyst-‐reports/. Gartner does not endorse any vendor, product or service depicted in its research publicaMons, and does not advise technology users to select only those vendors with the highest raMngs. Gartner research publicaMons consist of the opinions of Gartner's research organizaMon and should not be construed as statements of fact. Gartner disclaims all warranMes, expressed or implied, with respect to this research, including any warranMes of merchantability or fitness for a parMcular purpose.

Gartner Magic Quadrant Cloud Infrastructure as a Service

The fastest growing multi-billion dollar enterprise IT company in the world

Amazon Web Services > 40% Salesforce 26% VMware 15% Google 15% CDW 12%

Microsoft 8% Cisco 7% SAP 7% EMC 6%

Oracle 0% Teradata -1%

CA -3% Symantec -4%

HP -5% IBM -12%

Multi-billion dollar enterprise IT vendors

Most recent YoY revenue growth rate

Cloud Has Become The New Normal

What Are The Patterns Of This New Normal?

Speed Is Not Just For Start-ups: Companies of All Sizes Will Move Faster Than Ever Before

1

It’s Hard To Stay Competitive Today Without The Cloud

Old World

Large upfront capital investment

Basic compute and storage only

Responsible for feature upgrades

Slow to get new capabilities

Low, variable cost

Broad and deep platform

New features arrive daily

Ready to use

24 48 61 82

159

280

516

2008 2009 2010 2011 2012 2013 2014

AWS Rapid Pace Of Innovation 516 major new features and services launched in 2014

Enterprises Are Using The Cloud For New Apps & Digital Transformation

StatCast App platform Healthcare E-commerce

Digital Personal Finance Web Telecommunications

The Next Globe in the Cloud

Ernest Cu, President & CEO!

#1 mobile brand in the Philippines

49.2 million mobile & broadband customers

US$ 7.6 billion market capitalization

6,182 employees

967,000 business partners

19 March 2015

Globe leverages the best cloud services available.

Virtual servers Cloud storage Database-as-a-service Big data

Cloud security Auto-scaling Load balancing Operations intelligence

The digital face of Globe, cloud-powered.

Globe device registration engine, cloud-powered.

The newest Globe retail experience, cloud-powered.

Globe big data platforms, cloud-powered.

Accelerated adoption. 776 cloud instances were fired up in 2014.

Cost efficiency. Up to 60% lower TCO vs. on-premise projects.

Cost optimization. Up to 40% of AWS cloud workloads in run / stop state.

Invention + experimentation. Globe Innovation: Prove an idea in less than a day.

Enterprise scalability. Peak up to 1,000,000 instance hours / month as needed.

Business agility. Instant provisioning vs. 80-day buying path.

All for the Customer.

Wonderful services delivered faster, better.

Thank You!

Start-ups Build Businesses From Scratch In The Cloud

2

No legacy Lower cost structure No dependencies

S Move quickly

Building All Applications In The Cloud

Disrupt Long Standing Industries, Quickly

Hotels Storage Gaming

Groceries Matchmaking

A Startup’s Journey

Rajesh Lingappa, Co-founder & CTO

About RedMart

Online grocery service in Singapore, launched in 2011

Raised $35M through Series B

Averaging 12% Mo/Mo revenue growth since launch

400+ employees, 40+ engineers in Singapore and Bangalore

Recently released native iPad app.

About 70 percent web / 30 percent mobile.

Unparalleled Service. Best-in-class Apps.

Android iOS

The Journey MVP, Growth, Scaling, & beyond…

Magento 1.5.1

Running on a single server

Storefront, DB, admin, photos

MVP

MVP++

Delivery API

Cache

Product Photos

RDS

Inventory App

RDS, S3

Magento Cluster

Inventory / Delivery apps

Redis

The (Re)launch! - Jul 2013

Delivery API Rating

Product Photos

W WMS

Route 53

Bespoke eCommerce API

Web Servers Bespoke eCommerce platform

Zero downtime migration from Magento

5x speed improvement at 1/3 cost (storefront)

Google ranking improved tremendously

Launched WMS, iOS app & new site in 2 weeks

Admin

Growth

•  Infra Managed on Chef

• Started our BI initiative mid 2014

– Redshift + ETL scripts – Tableau-based dashboard

Scaling

Inventory OP

Delivery Delivery

Rating

Referral Referral

Rating Rating

Credit Credit

Order notification

promo

address

Device

Private Subnet - Services Private Subnet - Enterprise Apps

Scale App

E9 App [GUI]

E9 App [WS]

Q Cluster Q Cluster

OP

API LB-1

API LB-2

Scale DB

E9 DB

eComm DB backend DB

RDS

Admin FE Delivery FE

Device FE RDS FE Authorizer

FE site web app

Public Subnet

Cache Cache

admin

API ELB (api.redmart.com)

API API

MySQL DB

API API

rndr rndr

Buddy API ELB

task performer

rndr delivery proof

Credit Inventory

pick path

Task Performer

FE

Internal Services LB 1 (HA) Internal Services LB 2 (HA)

Internal Services ELB (services.redmart.com)

PIM

Cabot

hop

authorizer promo

Our Stack

It’s only the beginning…

Machine Learning

Autoscaling Code Deploy

Kinesis

EC2 Container Service

Thank You!

Customers Want Access To The Complete Package

3

Key Components Of Agility

+ = Quick to provision

Don’t have to reinvent the wheel

Vast infrastructure technology platform

More Functionality Than Any Other Infrastructure Provider

Enterprise Applications

Administration & Security

Core Services

Platform Services

Infrastructure

AWS Marketplace

“IT organizations cannot treat cloud

IaaS providers like commodities”

Lydia Leong

Customers Want To Use The Leading Platform

Largest customer & partner community Most functionality Longest

experience

2007 2009 2011 2013

SAP go-live Change of Ownership - HNA

Infrastructure Improvements

EDI Billing

Why AWS?

Cost Agility Managed Capabilities

The Old Shackles Are Loosening

4

Old World Databases

Lock in Proprietary Punitive licensing with limited flexibility

Contract

Very expensive

S

It’s Why Customers Have Been Moving To More Open, Customer Friendly, Less Expensive Database Engines

…But, to get comparable performance to proprietary databases is hard

MySQL compatible

Available, durable, and fault tolerant

5X better performance of high-end MySQL database

Highly scalable and secure

Thousands of customers in the preview

1/10th the cost of the leading commercial database solutions

Amazon Aurora

Reinvention Is Continuous

5

For Example, Consider Compute…

m1.small General Purpose (M3)

Compute Optimized (C4)

Memory Optimized (R3)

GPU Optimized (G2)

Storage Optimized (D2)

IO Optimized (I2) Low cost, burst-able performance (T2)

Building With Smaller Blocks

Quicker to build Lower cost Easier to adapt and update

Amazon EC2 Container Service

Launch and terminate Docker containers

Across a cluster of EC2 instances

Mount persistent volumes at launch

Private Docker repositories

EC2 Container Service Is Now Generally Available

Available to all customers

Management console

Geographic expansion

US East, US West, EU West, Sydney and Japan

CloudTrail integration

aws.amazon.com/ecs

A New Service Scheduler For Long-running Applications

Scale containers up and down

Distribute traffic via ELB

Automatically recover unhealthy

containers

Deploy updated containers & definitions

Shrinking Compute To Atomic Scale With AWS Lambda

AWS Lambda: An Event Driven Computing Service

Events from AWS services Cloud Functions in Node.js

Automatic execution with no servers to provision

Cloud functions in Java

How Are Customers Using AWS Lambda?

Data triggers Stream processing Indexing & synchronization

IoT Server-free back-end

SingPost eCommerce re:inventing Singapore Post - a transformation story enabled by the cloud

Marcelo Wesseler, CEO SingPost eCommerce Pte. Ltd [email protected]

1000+ eCommerce Clients

*Parent Company Singapore Post Rating report by Standard & Poor

Full Service eCommerce Solutions in Asia Pacific

Localized front end, payments, order & store management

Logistics Centers 24 4 Call

Centers 8 Languages & Dialects

Asia’s eCommerce Hub in Singapore

$4.4B market capitalization*

Asia Market Trends

Sources: eConsultancy, HBR

16%

26%

39%

11%

8%

13%

22%

44%

11%

10%

Global online population by region (millions)

2009 2014

SEA has 200m online users today, expected to grow to

294m in 3 years. !

Digital Evolution Index

A digitally advanced region set for vast development. !

Asia Market Trends

Marketing Technology

Scalability is essential

Essential eCommerce Components

eCommerce Technology&Payment Performance Marketing

Regional Customer Care

Warehousing & Fulfillment

Merchandizing and Store Management

Delivery & Returns Management

Database Tier

Service Tier

OM Tier

Caching Tier

Frontend Tier

Availability Zone Availability Zone Management

SES

SQS

CloudWatch

S3

CloudFront • Suite of pre-built services allow rapid building and deployment of applications

• Multi AZ Architecture • 203 - EC2 • 42 - RDS • 1,150,000 - S3 Objects • Spend grew from $250K to $1.5M • Transactions grew 10x • eCommerce Platform: Own • OMS & Fulfillment: Supplier/Own • Marketing: ExactTarget, SiteOlytics.com

Thank you!

Moving To The Cloud Is Not A Binary Decision

6

On-premises Cloud ? What Role Does Hybrid IT Play?

Services For Hybrid IT

On-premises AWS

Virtual Private Cloud

Direct Connect AWS Config

Storage Gateway

Integrated networking

Directory Service

Identity Federation

Integrated identity

Integrated management

AWS CloudTrail

Backups

OpsWorks

Deployment

CodeDeploy

vCenter & System Center plugins

Hybrid IT Is Part Of The Journey, Not The Destination

Customers & Partners Are Becoming Cloud-First

7

Bold Move In 2009

Cloud-First with AWS: Now Common in 2015 Enterprise customers ISV partners

“Friends don’t let friends build data centers”

Charles Philips, CEO

Fighting Gravity

Thank You

Glenn Gore Head of Architecture, Asia Pacific

Amazon Web Services

Companies Will Use Data More Expansively Than At Any Other Point In History

It’s never been easier and less expensive to collect, store, analyze & share data

COLLECT | STORE | ORGANIZE | ANALYZE | SHARE

Introducing The Amazon Elastic File System

A fully managed file system for EC2

Highly available and durable

SSD-based

Automatic data replication across AZs (like S3)

Very high throughput and low latency

Grows to petabyte scale, elastically

Simple: An Easy To Use, Fully Managed File System

Create a scalable file system in seconds

Seamless integration with existing apps

Supports NFSv4 Deploy

No upfront or minimum costs

Elastic: A File System That Grows And Shrinks, Automatically

Dynamically and automatically resizes as data is added or removed

No need to provision storage capacity or performance

Pay only for the storage space you use

Scalable: A File System For Virtually Any Workload

Grow to petabyte scale

Throughput and IOPS scale automatically

Support for thousands of concurrent NFS connections

Consistent low latency access

Amazon EFS Preview Summer 2015

Register for the preview today: aws.amazon.com/efs

COLLECT | STORE | ORGANIZE | ANALYZE | SHARE

More And More Customers Are Adopting Machine Learning

Email targeting Recommendations Social news

Digital health Language processing Auto-scaling

A Legacy Of Machine Learning At Amazon

“Customers who bought this also bought…”

Natural language processing

Search

Vision systems in Fulfillment Centers

How do we provide all internal teams with access to machine learning?

Announcing Amazon Machine Learning A Fully Managed Machine Learning Service for Developers

Prediction

Data-driven Development

Real time & dashboards Kinesis

EC2 & Lambda

Analysis & reporting Redshift, S3 & EMR

Mobile Analytics

Automatically find patterns in existing data & make confident predictions on new data

Predictive Models And Machine Learning

Machine Learning By Example

Based on what you know about a customer:

Will they use your product?




Based on what you know about an order:

Is that order fraudulent?

Based on what you know about a news article:

What other articles are interesting?




Based on what you know about an order:

Is that order fraudulent?

Statistics Model building

Cross-validation Algorithms

Transformation

Machine Learning Challenges for Developers



Transformation In production





Transformation In production At scale

Easily create machine learning models

Visualize and optimize models

Put models into production in seconds

Battle-hardened technology

Introducing Amazon Machine Learning

Train and optimize models on GBs of data

Batch process predictions

Real-time prediction API in one-click

No servers to provision or manage

Easy to Use, High Performance

Amazon Machine Learning is integrated across AWS data stores

S3, Redshift and RDS

Wealth of data now available to ML

Data & Amazon Machine Learning

Grouping Customers: An Experiment

45 days

2 Developers 92% accuracy

20 minutes

1 Developer 92% accuracy

Grouping Customers: An Experiment

45 days

2 Developers 92% accuracy

Fighting Gravity

Thank You