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1. Journey to the AWS Cloud:
Introduction to AWS
Brett Hollman – Solutions Architect
hollman@amazon.com

2. AWS Mission
Enable businesses and developers to
use web services* to build scalable,
sophisticated applications.
*What people now call “the cloud”

3. Poweringthe Most Popular Internet Businesses

4. Trustedby Enterprises

5. Each day AWS adds the equivalent server
capacity to power Amazon when it was a
global, $5.2B enterprise
$5.2B retail business
7,800 employees
A whole lot of servers
2003

6. Innovation on behalf of our customers:
158 new features and services in 11months of 2012

7. Why are customers adopting cloud computing?

8. Why are customers adopting cloud computing?
Variable expense Replace capital expenditure with variable expense

9. Why are customers adopting cloud computing?
Variable expense
On-premise
vs
$0 to get started
Pay as you go
Replace capital expenditure with variable expense
Capital investment &
physical installation

10. Economies of scale Lower variable expense than companies can achieve
themselves
Why are customers adopting cloud computing?

11. Economies of scale Lower variable expense than companies can achieve
themselves
Why are customers adopting cloud computing?
Saved $34m
on SmartHub
application
10’s of millions of $
saved with first 12 apps
migrated to AWS
50% reduction
in analytics
costs

12. Economies of scale Lower variable expense than companies can achieve
themselves
Why are customers adopting cloud computing?
$3.01M
$0.90M
Source IDC Whitepaper, sponsored by Amazon,
“The Business Value of Amazon Web Services
Accelerates Over Time.” July 2012
70% lower 5 year
TCO per app
On-premise AWS

13. Economies of scale Lower variable expense than companies can achieve
themselves
Why are customers adopting cloud computing?
Reduced
Prices
More
Customers
More AWS
Usage
More Infra-
structure
Economies
of Scale
Lower
Costs

14. Economies of scale Lower variable expense than companies can achieve
themselves
Why are customers adopting cloud computing?
Reduced
Prices
More
Customers
More AWS
Usage
More Infra-
structure
Economies
of Scale
Lower
Costs

15. Economies of scale Lower variable expense than companies can achieve
themselves
Why are customers adopting cloud computing?
Reduced
Prices
More
Customers
More AWS
Usage
More Infra-
structure
Economies
of Scale
Lower
Costs

16. Economies of scale Lower variable expense than companies can achieve
themselves
Why are customers adopting cloud computing?
Reduced
Prices
More
Customers
More AWS
Usage
More Infra-
structure
Economies
of Scale
Lower
Costs

17. Why are customers adopting cloud computing?
Elastic capacity No need to guess capacity requirements and over-provision

18. Why are customers adopting cloud computing?
Actual demand
Predicted demand
Customer
dissatisfaction
Waste
Demand
Time
Elastic capacity No need to guess capacity requirements and over-provision

19. Why are customers adopting cloud computing?
Elastic capacity No need to guess capacity requirements and over-provision
Elastic capacity
Demand
Time

20. Why are customers adopting cloud computing?
Speed and agility Infrastructure in minutes not weeks

21. Why are customers adopting cloud computing?
Speed and agility Infrastructure in minutes not weeks
“We reduced
application
deployment times
from 2 months to 3
days.”
“Time to deploy
from went weeks
to hours.”
“We can double
server capacity in
20 seconds”

22. Why are customers adopting cloud computing?
Speed and agility Infrastructure in minutes not weeks
Add New Dev Environment
Add New Production Environment
Add New Environment in Japan
Add 1,000 Servers
Remove 1,000 servers
Number of Instances 1,000
Instance Type M3 Extra Large
Availability Zone US-West-2b
Launch
aws.amazon.com/managementconsole
Infrastructure in MinutesOld World: Infrastructure in Weeks

23. Why are customers adopting cloud computing?
Speed and agility Infrastructure in minutes not weeks
Experiment Often
Fail quickly at a
low cost
More Innovation
$00’s
Experiment
Infrequently
Failure is
expensive
Less Innovation
“On-premise”

24. Why are customers adopting cloud computing?
Focus on business Not undifferentiated heavy IT lifting

25. Why are customers adopting cloud computing?
Focus on business Not undifferentiated heavy IT lifting
We take care of…
Data centers
Power
Cooling
Cabling
Networking
Racks
Servers
Storage
Labour
…so you don’t have to…
Buy and install new hardware
Set up and configure new
software
Build new data centers

26. Why are customers adopting cloud computing?
Global Reach Go global in minutes and reach a global audience

27. Why are customers adopting cloud computing?
Global Reach Go global in minutes and reach a global audience
Application

28. Why are customers adopting cloud computing?
Global Reach Go global in minutes and reach a global audience
Application

29. Elasticity

30. Sunday Monday Tuesday Wednesday Thursday Friday Saturday
Typical weekly traffic to
Amazon.com

31. November traffic to Amazon.com
November

32. November traffic to Amazon.com
Provisioned capacity
November

33. November traffic to Amazon.com
76%
24%
Provisioned capacity
November

34. November traffic to Amazon.com
November

35. NumberofEC2Instances
4/12/2008 4/14/2008 4/15/2008 4/16/2008 4/18/2008 4/19/2008 4/20/20084/17/20084/13/2008
40 servers to 5000 in 3 days
EC2 scaled to peak of 5000
instances
“Techcrunched”
Launch of Facebook
modification
Steady state of ~40
instances

36. AWS Services

37. Compute Storage
AWS Global Infrastructure
Database
App Services
Deployment & Administration
Networking
Reference Model

38. Regions
An independent collection of AWS resources in a
defined geography
A solid foundation for meeting location-dependent
privacy and compliance requirements
Global infrastructure
Compute Storage
AWS Global Infrastructure
Database
App Services
Deployment & Administration
Networking

39. Availability Zones
Designed as independent failure zones
Physically separated within a typical metropolitan
region
Global infrastructure
Compute Storage
AWS Global Infrastructure
Database
App Services
Deployment & Administration
Networking

40. Edge Locations
To deliver content to end users with lower latency
A global network of edge locations
Supports global DNS infrastructure (Route53) and
Cloud Front CDN
Global infrastructure
Compute Storage
AWS Global Infrastructure
Database
App Services
Deployment & Administration
Networking

41. Route 53
Highly available and scalable Domain Name System
Extremely reliable and cost effective
Feature Details
Global Supported from AWS global edge locations for
fast and reliable domain name resolution
Scalable Automatically scales based upon query volumes
Latency based
routing
Supports resolution of endpoints based upon
latency, enabling multi-region application
delivery
Integrated Integrates with other AWS services allowing
Route 53 to front load balancers, S3 and EC2
Secure Integrates with IAM giving fine grained control
over DNS record access
Networking
Compute Storage
AWS Global Infrastructure
Database
App Services
Deployment & Administration
Networking

42. Virtual Private Cloud
Private, isolated section of the AWS Cloud
Launch resources in a virtual network that you define
complete control over your virtual networking environment
Internet
Networking
Compute Storage
AWS Global Infrastructure
Database
App Services
Deployment & Administration
Networking

43. VPN Connection
A Hardware VPN connection connects amazon
environment to your datacenter
Internet Protocol security (IPSec) VPN connection
Commonly used hardware supported
Internet
Networking
Compute Storage
AWS Global Infrastructure
Database
App Services
Deployment & Administration
Networking

44. Direct Connect
Dedicated connection between your IT infrastructure
and the AWS datacenters
Extend your network infrastructure and VLANs into
AWS
Networking
Compute Storage
AWS Global Infrastructure
Database
App Services
Deployment & Administration
Networking

45. Vertical Scaling
From $0.02/hr
Elastic Compute Cloud (EC2)
Basic unit of compute capacity
Range of CPU, memory & local disk options
Instance types available, from micro to cluster compute
Feature Details
Flexible Run windows or Linux distributions
Scalable Wide range of instance types from micro to cluster
compute
Machine Images Configurations can be saved as machine images
(AMIs) from which new instances can be created
Full control Full root or administrator rights
Secure Full firewall control via Security Groups
Monitoring Publishes metrics to Cloud Watch
Inexpensive On-demand, Reserved and Spot instance types
VM Import/Export Import and export VM images to transfer
configurations in and out of EC2
Compute
Compute Storage
AWS Global Infrastructure
Database
App Services
Deployment & Administration
Networking

46. EC2 Terminology
©2011 Amazon Web Services May not be reused or redistributed without permission
AMI
Virtual Machine
Configuration
Instance
Running or
Stopped VM
VPC
EC2 “Classic”
“Public”
AZ Availability Zone
S3
EBS EBS EBS
VPC
EC2 “Classic”
“Public”
EBS EBS EBS
EBS
Snapshots
S3 Buckets
Region

47. Auto-scaling
Automatic re-sizing of compute clusters based upon demand
Trigger auto-scaling
policy
Feature Details
Control Define minimum and maximum instance pool sizes
and when scaling and cool down occurs
Integrated to
CloudWatch
Use metrics gathered by CloudWatch to drive
scaling
Instance types Run auto scaling for on-demand instances and spot.
Compatible with VPC
as-create-auto-scaling-group MyGroup
--launch-configuration MyConfig
--availability-zones eu-west-1a
--min-size 4
--max-size 200
Compute
Compute Storage
AWS Global Infrastructure
Database
App Services
Deployment & Administration
Networking

48. Elastic Load Balancing
Create highly scalable applications
Distribute load across EC2 instances in multiple
availability zones
Feature Details
Auto-scaling Automatically scales to handle request volume
Available Load balance across instances in multiple availability
zones
Health checks Automatically checks health of instances and takes
them in or out of service
Session stickiness Route requests to the same instance
Secure sockets layer Supports SSL offload from web and application
servers with flexible cipher support
Monitoring Publishes metrics to Cloud Watch
Compute
Compute Storage
AWS Global Infrastructure
Database
App Services
Deployment & Administration
Networking

49. S3 - Durable storage, any object
99.999999999% durability of objects
Unlimited storage of objects of any type
Up to 5TB size per object
Feature Details
Flexible object store Buckets act like drives, folder structures within
Access control Granular control over object permissions
Server-side encryption 256bit AES encryption of objects
Multi-part uploads Improved throughput & control
Object versioning Archive old objects and version new ones
Object expiry Automatically remove old objects
Access logging Full audit log of bucket/object actions
Web content hosting Serve content as web site with built in page handling
Notifications Receive notifications on key events
Import/Export Physical device import/export service
Storage
Compute Storage
AWS Global Infrastructure
Database
App Services
Deployment & Administration
Networking

51. “Spotify needed a storage solution that
could scale very quickly without incurring
long lead times for upgrades. This led us to
cloud storage, and in that market, Amazon
Simple Storage Service (Amazon S3) is the
most mature large-scale product.
Amazon S3 gives us confidence in our
ability to expand storage quickly while also
providing high data durability.”
Emil Fredriksson, Operations Director

52. Elastic Block Store
High performance block storage device
1GB to 1TB in size
Mount as drives to instances
Feature Details
High performance file
system
Mount EBS as drives and format as required
Flexible size Volumes from 1GB to 1TB in size
Secure Private to your instances
Performance Use provisioned IOPS to get desired level of IO
performance
Available Replicated within an Availability Zone
Backups Volumes can be snapshotted for point in time restore
Monitoring Detailed metrics captured via Cloud Watch
Storage
Compute Storage
AWS Global Infrastructure
Database
App Services
Deployment & Administration
Networking

53. Glacier
Low-cost storage service
Secure and durable storage for backup and archive
For data that is infrequently accessed
Feature Details
Low cost $0.01/GB/month with no up-front capital
commitments
Durable Same 99.999999999% durability as S3
Flexible Store any amount of data on-demand. Eliminate the
need for capacity planning
Secure Leverage AWS’ robust security platform.
Control access to your data.
API REST-based API to send and receive data
Import/Export Optionally use portable storage devices to
import/export mass data
Vault inventory Index for real-time view of the contents of the vault
Storage
Compute Storage
AWS Global Infrastructure
Database
App Services
Deployment & Administration
Networking

54. Relational Database Service
Database-as-a-Service
No need to install or manage database instances
Scalable and fault tolerant configurations
Feature Details
Platform support Create MySQL, SQL Server and Oracle RDBMS
Preconfigured Get started instantly with sensible default settings
Automated patching Keep your database platform up to date
automatically
Backups Automatic backups and point in time recovery and
full DB backups
Provisioned IOPS Specify IO throughput depending on requirements
Failover Automated failover to slave hosts in event of a
failure
Replication Easily create read-replicas of your data and
seamlessly replicate data across availability zones
Database
Compute Storage
AWS Global Infrastructure
Database
App Services
Deployment & Administration
Networking

55. DynamoDB
Provisioned throughput NoSQL database
Fast, predictable performance
Fully distributed, fault tolerant architecture
Feature Details
Provisioned throughput Dial up or down provisioned read/write capacity
Predictable
performance
Average single digit millisecond latencies from SSD
backed infrastructure
Strong consistency Be sure you are reading the most up to date values
Fault tolerant Data replicated across availability zones
Monitoring Integrated to Cloud Watch
Secure Integrates with AWS Identity and Access Management
(IAM)
Elastic MapReduce Integrates with Elastic MapReduce for complex
analytics on large datasets
Database
Compute Storage
AWS Global Infrastructure
Database
App Services
Deployment & Administration
Networking

56. Amazon SQS
Processing
task/processing trigger
Processing results
Amazon SQS
Reliable, highly scalable, queue service
for storing messages as they travel
between instances
Feature Details
Reliable Messages stored redundantly across multiple
availability zones
Simple Simple APIs to send and receive messages
Scalable Unlimited number of messages
Secure Authentication of queues to ensure controlled
access
Application Services
Compute Storage
AWS Global Infrastructure
Database
App Services
Deployment & Administration
Networking

57. Cloud Search
Elastic search engine based upon
Amazon A9 search engine
Fully managed service with sophisticated
feature set
Scales automatically
Document
Server
Results
Search
Server
Feature Details
Auto-scaling Automatically scales based upon request volumes
and data volumes
High performance In memory operation means consistently low
latency for search results
Sophisticated features Support for faceting, stemming, synonyms, stop
words and custom rank expressions
Low cost Elastic service, pay for what you use
Application Services
Compute Storage
AWS Global Infrastructure
Database
App Services
Deployment & Administration
Networking

58. CloudFront
World-wide content distribution network
Easily distribute content to end users with low latency,
high data transfer speeds, and no commitments.
Feature Details
Fast Multiple world-wide edge locations to serve
content as close to your users as possible
Integrated with other
services
Works seamlessly with S3 and EC2 origin servers
Dynamic content Supports static and dynamic content from origin
servers
Streaming Supports rtmp from S3 and includes support for
live streaming from Adobe FMS and Microsoft
Media Server
London
Paris
NY
Served from S3
/images/*
3
Served from EC2
*.php
2
Single CNAME
www.mysite.com
1
Application Services
Compute Storage
AWS Global Infrastructure
Database
App Services
Deployment & Administration
Networking

59. Elastic MapReduce
Managed, elastic Hadoop cluster
Integrates with S3 & DynamoDB
Leverage Hive & Pig analytics scripts
Integrates with instance types such as spot
Application Services
Feature Details
Scalable Use as many or as few compute instances running
Hadoop as you want. Modify the number of instances
while your job flow is running
Integrated with other
services
Works seamlessly with S3 as origin and output.
Integrates with DynamoDB
Comprehensive Supports languages such as Hive and Pig for defining
analytics, and allows complex definitions in
Cascading, Java, Ruby, Perl, Python, PHP, R, or C++
Cost effective Works with Spot instance types
Monitoring Monitor job flows from with the management
console
Compute Storage
AWS Global Infrastructure
Database
App Services
Deployment & Administration
Networking

60. Elastic Beanstalk
One-click deployment from Eclipse, Visual Studio and Git
Rapid deployment of applications
All AWS resources automatically created
Feature Details
Platform support Containers for Java, .NET, Ruby, Python, and PHP
Resource creation Creates load balancer, instances, auto scaling and
monitoring automatically
Monitoring & Logs Integrated with Cloud Watch and consolidates
server logs
Versioning Manage versions of applications and easily rollback
deployments
Notifications Receive alerts on key events
Full resource access Access all underlying AWS resources as necessary
Deployment & Admin
Compute Storage
AWS Global Infrastructure
Database
App Services
Deployment & Administration
Networking

61. Cloud Formation
Automate creation of ‘stacks’ in a repeatable way
Scripting framework for AWS resource creation
Feature Details
Platform support Support for AWS resources from EC2 to IAM
Resource creation Creates AWS resources behind the scenes and
reports on progress
Declarative Specify stacks in JSON format and source control
your environments
Customizable Drive stack creation with parameters
Deployment & Admin
Compute Storage
AWS Global Infrastructure
Database
App Services
Deployment & Administration
Networking

62. Identity & Access Management
Granular control of user rights with AWS
Automated granting of EC2 service rights
Software Developer Kits
Comprehensive support of programming models for using
AWS services
Deployment & Admin
Compute Storage
AWS Global Infrastructure
Database
App Services
Deployment & Administration
Networking

63. + others
Simple Email Service
Simple Workflow Service
Simple Notification Service
ElastiCache
CloudWatch
Storage Gateway
AWS OpsWorks
…

64. Introducing Amazon
Redshift
Data Warehousing the AWS Way
Easily and rapidly analyze
petabytes of data
1/10 the cost of traditional data
warehouses
Automated deployment &
administration
Compatible with popular BI tools

65. NEW! Amazon Elastic Transcoder

66. Utility computing

67. Compute
Storage
Security
Scaling
Database
Networking
Monitoring
Messaging
Workflow
DNS
Load Balancing
BackupCDN
On demand Pay as you go
Uniform Available
Utility computing

68. On a global footprint
Region
US-WEST (N. California) EU-WEST (Ireland)
ASIA PAC (Tokyo)
ASIA PAC (Singapore)
US-WEST (Oregon)
SOUTH AMERICA (Sao Paulo)
US-EAST (Virginia)
GOV CLOUD
ASIA PAC (Sydney)

69. Availability Zone
On a global footprint

70. At the end of a web service
ec2-run-instances ami-b232d0db
--instance-count 3
--availability-zone eu-west-1a
--instance-type m1.small
ec2-run-instances ami-b232d0db
--instance-count 5
--availability-zone eu-west-1c
--instance-type m1.medium

71. ec2-run-instances ami-b232d0db
--instance-count 2
--availability-zone us-east-1b
--instance-type m1.xlarge
ec2-run-instances ami-b232d0db
--instance-count 2
--availability-zone us-east-1d
--instance-type m1.xlarge
At the end of a web service

72. At the end of a web service
elb-create-lb myLoadBalancer
as-create-auto-scaling-group MyGroup
--launch-configuration MyConfig
--availability-zones eu-west-1c
--min-size 2
--max-size 200
ec2-authorize default -p 80

73. and rich console services

74. Summary

75. Why are customers adopting cloud computing?
Variable expense
Replace capital
expenditure with variable
expense
Economies of scale
Lower variable expense
than companies can
achieve themselves
Elastic capacity
No need to guess
capacity requirements
and over-provision
Speed and agility
Infrastructure in minutes
not weeks
Focus on business
Not undifferentiated
heavy IT lifting
Global Reach
Go global in minutes and
reach a global audience

76. aws.amazon.com
Brett Hollman – hollman@amazon.com