Keynote

Martin Geier

Managing Director, AWS Germany

Classic Cloud

Cloud Today

History of Innovation

Amazon

S3

Amazon

SQS

Amazon

EC2

Amazon Simple DB

Amazon

EBS

Amazon

CloudFront

Elastic Load

Balancing

Auto Scaling

Amazon VPC

Amazon RDS

Amazon SNS

Amazon IAM

Amazon Route 53

Amazon SES

AWS Elastic Beanstalk

AWS CloudFormation

Amazon Elasticache

AWS Direct Connect

AWS GovCloud

AWS Storage Gateway

Amazon DynamoDB

Amazon CloudSearch

Amazon SWF

Amazon Glacier

Amazon Redshift

AWS Data Pipeline

Amazon Elastic Transcoder

AWS OpsWorks

Amazon CloudHSM

Amazon AppStream

Amazon CloudTrail

Amazon WorkSpaces

Amazon Kinesis

Amazon ECS

Amazon Lambda

Amazon Config

AWS CodeDeploy

Amazon RDS for Aurora

AWS KMS

Amazon Cognito

Amazon WorkDocs

AWS Directory Service

Amazon Mobile Analytics

2006 2007 2008 2009 2010 2011 2012 2013 2014 2015

Amazon WorkMail

Feb 28, 2015

Available Globally, Including Frankfurt

11 Regions

28 Availability Zones

53 Points of Presence

Continuous Expansion

AWS Marketplace

Dave McCann, VP AWS Marketplace

mccad@amazon.com

From Gutenberg: Mainz, 1439

• Revolutionized printing

• Published books

• Accelerated book consumption

• Reduced the time

• Expanded the population of readers

• Reduced the cost

• Caused an information revolution

• Changed society – forever

Why Cloud Changes Software Procurement

“35MM+ physical servers

globally today – only

15% in the cloud” *IDC

Cloud is shifting Software from

perpetuity to subscription OR

consumption based

Enterprises invest $310B

annually in software

Selecting, purchasing and

deploying is still slow and

manual

“…50% of workloads will

move to the cloud by

2018” * IDC

Companies either bring

licenses or buy “as

needed servers” or

choose SaaS

AWS Marketplace

About Us

• Launched in April 2012

• Publishes software

• Over 685 software partners

• More than 2,100 product listings

Benefits to Customers

• Easy software discovery

• Simplifies buying for customers

• One AWS bill

• Consume as needed

AWS Marketplace Customers

Introducing AWS Marketplace in FRA

• Now available in

9 regions• Over 710 products today

• 23 Software Categories

• Lower cost, faster, flexible

• Compliant with DE and in

country

Security Network

Infrastructure

Business

Intelligence

Storage

MediaDatabases

Trend Micro

NetApp

AWS Marketplace in FRA

• Now available in

9 regions• Over 710 products today

• 23 Software Categories

• Lower cost, faster, flexible

• Compliant with DE and in

country

Security Network

Infrastructure

Business

Intelligence

Storage

MediaDatabases

Enterprises Take Advantage of Cloud Today

Common Themes

Increased Agility

Has Become the No. 1 Reason

Businesses Use AWS

This is something “born in the cloud” companies

have already discovered.

Hotels Music Storage Transport

Daniel Alarcon-RubioCTO & Head of Core Platform Group

Location for the

“Internet of Things”

23

HERE is the global leader in mapping

and location intelligence

HERE is part of Nokia, a leader in

network infrastructure and

advanced technologies.

Our goal is simple: Be the world’s

leading location cloud

HERE makes sense of location

24

0

5

10

15

20

25 Connected Devices (in Billions)

Source: Connected Things – BI Intelligence, Nokia Analysis

23B

2014 2019

2.5B

57% CAGR

The “Internet of Things” (IoT) market will be big…

25

• Wearable/fitness devices

• People, property tracker

• Targeted advertising

• Smart home systems

• Navigation

• Automated driving

• Usage based services

• Stolen vehicle tracking

Automotive Consumer Enterprise

• Fleet management

• Logistics & operations

• Asset tracking and

geo-fencing

• Location based

analytics

Mapping, Traffic, Analytics

…and Location is a key driver for the IOT

26

1.7BMap tiles

served weekly

2.0BSearch and

Geocode

requests

weekly

2.7BTraffic

transactions

served weekly

390MRouting

requests

weekly

9.1B+Transactions

served

weekly

20PB+Data powering

transactions

HERE’s services increasingly enabled by the cloud

HERE location cloud daily transactions are doubling every year

27

2PB of Street-Level Imagery data…Billions of images in a CDN file system

API dictated by file system structure

Slow, inflexible, and costly

…growing to 5PB

AWS enables HERE to deliver location at scale

Scalable into the PBs

Reliable, durable for critical assets

Cost efficient at scaleS3

High-performance run-time retrieval

10B+ records in a single index

Simplified data, API structure

Elastic at scale

400 2XL’s migrating data for 2 mo

Scalable origin service

Dynamo

EC2

+

+

Daniel Alarcon-RubioCTO & Head of Core Platform Group

Enterprises Save Time & Money with AWS

Solvency II simulation

in the cloud

Reduced calculation time

by up to 75% and

reduced costs

by 60-70%

Development & test

environments

Development and test

seats access time reduced

from 1 week to 1 day

Migrated

500 web properties

to AWS

in 5 months

New product websites

from 2 weeks to 2 days

5 Ways to Save Money in the Cloud

• Acquire Resources On Demand

• Release Resources

When No Longer Needed

• Pay For What You Use

• Turn Fixed Costs Into Variable

• Leverage Other’s Core Competencies

SAP on AWS with NetApp Cloud Manager & SAP LVM

Dr. Markus Winter, Chief Product Owner - Cloud Management

Peter Wüst, Director Strategic Pathways, NetApp Deutschland GmbH

March, 2015

© 2015 SAP SE or an SAP affiliate company. All rights reserved. 32

The SAP and AWS alliance

SAP has been an AWS customer since 2008.

AWS is a SAP global technology partner.

Many SAP products are certified for production

deployment on AWS.

A strategic partnership that delivers choice and value for deployments of SAP

software for our customers.

© 2015 SAP SE or an SAP affiliate company. All rights reserved. 33

The challenge

Public Cloud

Production non-Production

…

on-premise

Mission critical system environments

Large data sizes

Desire to keep data & production on-premise

but use external Clouds for non-production use cases

Difficulties to move data to the Cloud side in reasonable time

with reasonable efforts

?

© 2015 SAP SE or an SAP affiliate company. All rights reserved. 34

The idea & the project

Public Cloud

Production non-Production

…

on-premise SAP Landscape Virtualization

Management (LVM)

© 2015 SAP SE or an SAP affiliate company. All rights reserved. 35

The idea & the project

Public Cloud

Production non-Production

…

on-premise

Co-Locator

e-shelter

Equinix

Direct Connect

Incremental Data-Block Replication

LVM

DemoMoving SAP

on-premise system

to the AWS Cloud

via SAP LVM &

NetApp Cloud

Manager with a few

clicks

37© 2014 SAP AG or an SAP affiliate company. All rights reserved.

38© 2014 SAP AG or an SAP affiliate company. All rights reserved.

“Private cloud is not necessarily on-premises…”

Your Network Your Compute Your Data

Your GovernanceYour Key Management

Actually, it’s all about Control …

… Integration …

Amazon Virtual Private Cloud

(VPC)

AWS Direct Connect

Software-defined private

network

Dedicated private network

connection to AWS

… Data …Choose the right level of storage isolation for every workload

Encrypted hybrid

block storage

AWS

Storage Gateway

Private encryption

key management

Amazon

CloudHSM

Encrypted block

storage

Amazon

EBS

Encrypted object

storage

Amazon

S3

… and Security …Choose the right level of compute isolation for every workload

Fine grained access

roles and groups

Software-defined

network isolation

Physical isolation

Identity & Access

Management (IAM)

EC2 in a VPC Dedicated Instances

Key AWS Certifications and Assurance Programs

©2015 Software AG. All rights reserved. For internal use only45 | ©2015 Software AG. All rights reserved. For internal use only45 |

Enabling the

Transformation to the

Cloud

Frank Schiewer

SVP Global Alliances and Channel

March 24, 2015

©2015 Software AG. All rights reserved.47 |

…and we can help you to

STAND OUTin the DIGITAL WORLD

The Journey to the Cloud Starts With Hybrid

On-Premises

Resources

Cloud

Resources

Integration

(“Hybrid”)

Corporate

Data

Centers

| Page 50

ProSiebenSat1’s Digital Media TransformationAWS Enterprise Summit 2015

Xiaoqun Clever, CTO

Frankfurt March 24, 2014

| Page 51

A “New Normal”

Paradigm Shift

1 : 1 customer relation

Digital World

1 : N mass consumption

Analog World

Digital Customer Priorities

Let me Choose

and Decide

I want to Share

and Connect

Know Me

Anywhere

Transform!

| Page 52

We face a technology & data challenge for high performance

Multi-Platform / -Device World

Product / Brand Portfolio Extension

…

Technology Component Additions

• Real-time Product

Adaptation

Technology and

Data Challenge

• High speed

dynamics

• Constantly new

technology options

• Constantly new

customer demands

Performance

Challenge

CMS

Billing Payment

MAMS

DRM

Single

Sign On

Hosting

Rights

Mgmt

Ingest

Platform

API-

Platform

CDN

Reco

Engine

DWH

Subscriber

Mgmt

• Elastic Infrastructure

• Complexity Mastery

• Platform Mastery

• Delivery Efficiency

• Big Data Readiness

• Open Architecture

| Page 53

Our guiding principles

Key Technology Levers

Bottom Line

Top Line

• Innovativeness

• Customer focus

• Speed and agility

• Scale on demand

• Execution excellence

• Cross-unit synergies

Real-time product

adaptationOpen

architecture

Data readiness

Elastic

infrastructure

Fully digital

Manage S-curve transition

for media and ecommerce

Digitally

enabled

Transition

Challenge

Technology Benefits

| Page 54

Enterprise Cloud Adoption

Development & Testing

New Workloads

Supplement Existing Workloads with the Cloud

Supplement Workloads with Existing On-

Premises Infrastructure

Migrating Existing Applications

Data Center Migration

All-in – IT Entirely in the Cloud

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And Now it’s Your Turn