AWS Summit Kuala Lumpur, Keynote address with Stephen Orban - Head of Enterprise Strategy, Amazon Web Services. May 21st 2015

1. Welcome
@stephenorban!
Stephen Orban, Head of Enterprise Strategy, AWS!

2. How Is The AWS Business Progressing?

3. 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)

4. 2011 2012 2013 2014
Amazon EC2 Usage
93% YoY increase in EC2
instance usage
(Q4 2014 vs Q4 2013, not including Amazon use)

5. 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

6. Startup Customers
Meerkat!

7. Enterprise Customers

8. Public Sector Customers

9. Premier Consulting Partners

10. ISV Partners

11. 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

12. 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

13. Cloud Has Become The New Normal

14. What Are The Patterns Of This New
Normal?

15. Speed Is Not Just For Start-ups:
Companies of All Sizes Will Move Faster Than Ever Before
1

16. It’s Hard To Stay Competitive Today Without
The Cloud

17. 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

18. 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

19. Enterprises Are Using The Cloud For New Apps
& Digital Transformation
StatCast App platform Fast Moving Consumer Goods E-commerce
Digital Personal Finance Web Telecommunications
KTC

20. DEXTER LAU
Group Executive Director
KIM TECK CHEONG CONSOLIDATED SDN BHD!

21. ² Founded in 1938 | 76 Years of experience!
!
² One of the largest Consumer Package Goods (CPG) Distributor!
in East Malaysia with a market size of RM6.0 billion!
² Business presence in:!
o Sabah - Kota Kinabalu, Labuan, Tawau, Sandakan!
o Sarawak – Sibu, Kuching, Miri!
² 3769 sales and distribution points covering over 80 districts !
A LITTLE ABOUT US!

22. BUSINESS
FOCUS!
Provision of
market access
and coverage
of CPG!
Manufacturing
of bakery
products!
Distribution and
warehousing of
third party brands
of CPG!
Distribution and
warehousing of
own brands of
CPG!
Manufacturing
and distribution of
own brand of
bakery products!
Customer
Base!
Wholesalers !Retailers!
!
Food Service Operators
!
Distributors!
WHAT WE DO!

23. ² Leading international brands!
!
² 227 brands !
!
² 7957 products!
F&B ! Personal Care!
OTC drugs &
health !
supplements!Baby Care !Household!

24. ² Frozen and dry goods!
² Bakery products!
!
² Producing approximately 35,000 CREAMOS !
bread rolls daily!
!
!
OWN HOUSEHOLD BRANDS!

25. CHALLENGES !
!
!
Ø Business expansion !
Ø Unacceptable service delay from the local data centre!
!
Ø High cost to manage the servers in-house and storage!
Ø Data back-up!
Ø Advancing technology and e-commerce trend !
!
Traditional v/s Technology!

26. !
Ø Provision of flexibility for ongoing business growth!
!
Ø Reliability and security !
!
Ø Support routine back-ups and disaster recovery!
Ø Increase productivity !
Ø Technical and operational !
Ø Cost management and efficiency!
SEEKING FOR SOLUTIONS!
?!

27. MIGRATION TO CLOUD!
Security!
Scalability! Service reliability!
Agility!
Secure & protect !
business application!
Support routine back-ups and
disaster recovery!

28. THANK YOU
KIM TECK CHEONG CONSOLIDATED SDN BHD!

29. Start-ups Build Businesses From Scratch In The
Cloud
2

30. No legacy Lower cost structureNo dependencies
S
Move quickly
Building All Applications In The Cloud

31. Disrupt Long Standing Industries, Quickly
Hotels Storage Gaming
Groceries Taxi Booking

32. A Startup’s Journey
in the Cloud
Wei Zhu
CTO

33. • Location based smartphone ride
booking and dispatching service
• Our vision is to revamp the South
East Asian public transportation
• Founded by 2 HBS Malaysian grads
• $330M USD in funding to date

34. Old world vs New World Infrastructure

35. Rush hour at

36. 7 bookings every second

37. ● 6 countries comprising of 20 cities in Southeast Asia
● 80k drivers active
● iOS and Android apps have been downloaded 4.4 Million times to date
100% running on AWS Cloud

38. Not Enough Engineers?
http://grab.careers

39. What are the next steps on AWS / vision of cloud
Database scaling technology is a common bottleneck. Aurora will let us scale
faster and meet growth demand.
Data from millions of mobile devices will let us match supply and demand, in real
time. This is achievable with deep integration with Kinesis and EMR.
Experiments on task isolation and predictive load management with containerized
environments with EC2 Container Service.
Amazon Kinesis! Amazon Elastic MapReduce!

40. Thank you

41. Customers Want Access To The
Complete Package
3

42. Key Components Of Agility
+ =
Quick to
provision
Don’t have to
reinvent the wheel
Vast infrastructure
technology platform

43. More Functionality Than Any Other
Infrastructure Provider
Enterprise Applications
Administration & Security
Core Services
Platform Services
Infrastructure
AWS Marketplace

44. More Functionality Than Any Other
Infrastructure Provider
Enterprise Applications
Administration & Security
Core Services
Platform Services
Infrastructure
AWS Marketplace

45. “IT organizations cannot treat cloud
IaaS providers like commodities”
Lydia Leong

46. Customers Want To Use The Leading Platform
Largest customer &
partner community
Most functionality
Longest
experience

47. Customers Want To Use The Leading Platform
Largest customer &
partner community
Most functionality
Longest
experience

48. Jack Sen
VP of Technology
jacksen.pang@123rf.com
linkedin.com/in/jacksen

49. ● 40 million stock images, vectors, footage and audio file
● Top 5 global microstock site
● No. 1 microstock site from Asia
● Ranked top 900 websites *according to Alexa.com
● 15.4M visits per month *according to similarWeb.com

50. Datacenter
Web, Search Assets Cache
Database Data Warehouse DNS
Cache and Assets Storage
Amazon EC2! Amazon S3! Amazon CloudFront!
Amazon RDS! Amazon Redshift! Amazon Route 53!

51. 80 to 120 Amazon EC2 Instances
● batch image resizing
● real time image processing and watermark stamping
● image fingerprinting and recognition
● video and audio transcoding
● search engine
120TB of Amazon S3 Storage
● Images, Footage and Audio Files
106TB Amazon Cloudfront Traffic Per Month
How are we using AWS

52. Benefits of Amazon Cloudfront
Traditional CDN
● CDN only for the big players.
● Big commitment and annual contract needs to be signed.
● We set up our own CDN by buying servers in various
regions.
Amazon Cloudfront CDN
● AWS Pay-as-you-go pricing
● Deploy an Amazon Cloudfront distribution in minutes
● No long term contract needed, pay for what you use.

53. Benefits of Amazon EC2
Flexibility
● Scale your platform elastically as your business grows by
provisioning infrastructure on demand.
● dealing with ‘hardware’ failure is easier. Just spin up a new instance
and restore from backup. Even better if auto deploy and failover infra.
● Auto scaling in response to load event
● Makes pre launch capacity planning easy
Cost Effectiveness
● Flexibility
Many different choices of instance type
Only pay for what you use
Choices of on-demand, spot or dedicate instances
● Operations Efficiency
No need for engineers to maintain hardware
Instead they concentrate on planning,scaling, auto failover, etc

54. Advice
Aim for Flexibility
Make your infra horizontally scalable (ability to work on multiple ‘smaller’
nodes).
Go Hybrid
It doesn’t have to be an all or nothing decision. You can go hybrid first.
Use AWS Direct Connect or VPN to connect your datacenter and your
virtual stack.
Amazon Cloudfront
Ensure that you have adequate origin capacity to satisfy your edge
demand, or better still, use Amazon S3 as your origin.

55. Future with AWS
● Amazon Elastic File System
● Amazon Cloudsearch
● Amazon Machine Learning
● Amazon Kinesis

56. The Old Shackles Are Loosening
4

57. Old World Databases
Lock inProprietary
Punitive licensing with
limited flexibility
Contract
Very expensive
S

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

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

60. 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

61. Reinvention Is Continuous
5

62. 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)

63. Building With Smaller Blocks
Quicker to build Lower costEasier to adapt and update

64. Amazon EC2 Container Service
Launch and terminate
Docker containers
Across a cluster
of EC2 instances
Mount persistent
volumes at launch
Private Docker
repositories

65. 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

66. 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

67. Shrinking Compute To Atomic
Scale With AWS Lambda

68. 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

69. How Are Customers Using
AWS Lambda?
Data triggers
Stream processing
Indexing &
synchronization
IoT
Server-free
back-end

70. Moving To The Cloud Is Not A Binary Decision
6

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

72. 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

73. Hybrid IT Is Part Of The Journey,
Not The Destination

74. Customers & Partners Are Becoming Cloud-First
7

75. Bold Move In 2009

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

77. “Friends don’t let friends
build data centers”
Charles Philips, CEO

78. Fighting Gravity

79. Thank You

80. Glenn Gore
Head of Architecture, Asia Pacific
Amazon Web Services

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

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

83. COLLECT | STORE | ORGANIZE | ANALYZE | SHARE

84. COLLECT | STORE | ORGANIZE | ANALYZE | SHARE

85. 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

86. 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

87. 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

88. 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

89. Amazon EFS Preview
Summer 2015
Register for the preview today: aws.amazon.com/efs

90. COLLECT | STORE | ORGANIZE | ANALYZE | SHARE

91. More And More Customers Are
Adopting Machine Learning
Email targeting Recommendations Social news
Digital health Language processing Auto-scaling

92. A Legacy Of Machine Learning
At Amazon
“Customers who bought this also bought…”
Natural language processing
Search
Vision systems in Fulfillment Centers

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

94. The Spark For Hundreds Of New Machine
Learning Applications
Counterfeit goods detection
Customer adoption models
Item classification
Sales lead ranking
Search intent
Demand estimation
Customer support
Display ads

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

96. Prediction
Data-driven Development
Real time & dashboards
Kinesis
EC2 & Lambda
Analysis & reporting
Redshift, S3 & EMR
Mobile Analytics

97. Automatically find patterns in existing data &
make confident predictions on new data
Predictive Models And Machine Learning

98. Machine Learning By
Example
Based on what you know
about a customer:
Will they use your product?

99. 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?

100. Based on what you know
about a news article:
What other articles are interesting?
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?

101. Statistics
Model building
Cross-validation
Algorithms
Transformation
Machine Learning
Challenges for Developers

102. Statistics
Model building
Cross-validation
Algorithms
Transformation In production
Machine Learning
Challenges for Developers

103. Machine Learning
Challenges for Developers
Statistics
Model building
Cross-validation
Algorithms
Transformation In production At scale

104. Easily create machine learning models
Visualize and optimize models
Put models into production in seconds
Battle-hardened technology
Introducing Amazon
Machine Learning

105. 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

106. Amazon Machine Learning is integrated
across AWS data stores
S3, Redshift and RDS
Wealth of data now available to ML
Data & Amazon
Machine Learning

107. Grouping Customers:
An Experiment
45 days
2 Developers
92% accuracy

108. 20 minutes
1 Developer
92% accuracy
Grouping Customers:
An Experiment
45 days
2 Developers
92% accuracy

109. A Fully Managed Machine Learning Service for Developers
Amazon Machine Learning

110. Fighting Gravity

111. Thank You