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Andy Jassy Keynote Sydney Customer Appreciation Day
1. The
New
World
of
IT
Andy
Jassy
Senior
Vice
President
Amazon
Web
Services
2. Amazon’s Three Businesses
Consumer Business Seller Technology
(retail)
Business Infrastructure Platform
(Cloud Computing)
Cloud computing
Tens of millions of active Sell on Amazon websites Infrastructure that enables
customer accounts businesses and developers
Use Amazon technology to more easily build their
for your own retail technology applications
website
Eight countries:
US, UK, Germany, Japan, Leverage Amazon’s Hundreds of thousands of
France, Canada, China, massive fulfillment center active customers in over
Italy network 190 countries
4. How did Amazon Get into Cloud Computing?
! We’d been working on it for over a decade
5. How did Amazon Get into Cloud Computing?
! We’d been working on it for over a decade
! Development of a platform to enable sellers on the Amazon
global infrastructure
6. How did Amazon Get into Cloud Computing?
! We’d been working on it for over a decade
! Development of a platform to enable sellers on the Amazon
global infrastructure
! Internal need for centralized, scalable deployment
environment for applications
7. How did Amazon Get into Cloud Computing?
! We’d been working on it for over a decade
! Development of a platform to enable sellers on the Amazon
global infrastructure
! Internal need for centralized, scalable deployment
environment for applications
! Early forays into web services proved developers were hungry
for more
8. Led to Pursuing a Broader Mission
Enable businesses and developers to use web
services* to build scalable, sophisticated
applications.
*What people now call “the Cloud”
10. AWS Global Infrastructure
Secure, redundant Cloud
infrastructure for global companies
and global apps Regions
Deployment & Administration
Availability Zones
App Services
Compute Storage Database
Networking Edge Locations
AWS Global Infrastructure
11. AWS Networking Services
Extend your enterprise infrastructure
to the AWS Cloud
Amazon Virtual Private Cloud
VPN to Extend Your Network Topology to AWS
Deployment & Administration AWS Direct Connect
Private, Dedicated Connection to AWS
App Services
Compute Storage Database
Amazon Route 53
Networking Scalable Domain Name Service
AWS Global Infrastructure
12. Compute Services
Scalable Linux and Windows
compute services
Amazon EC2
Virtual Servers in the AWS Cloud
Deployment & Administration
Auto Scaling
App Services
Rule-driven scaling service for EC2
Compute Storage Database
Amazon Elastic Load Balancing
Networking
Virtual load balancers for EC2
AWS Global Infrastructure
13. Storage Services
Scalable and Durable High
Performance Cloud Storage Amazon S3
Redundant, High-Scale Object Store
Amazon Elastic Block Store
Persistent block storage for EC2
Deployment & Administration
App Services
AWS Storage Gateway
Compute Storage Database Seamless backup of enterprise data to S3
Networking
AWS Glacier
AWS Global Infrastructure Extremely low cost archive
14. Database Services
Scalable and Durable High
Performance Cloud Storage Amazon DynamoDB
High Performance NoSQL Database Service
Deployment & Administration Amazon RDS
Managed Oracle, MySQL
and
App Services Microso:
SQL
server
Compute Storage Database
Networking
AWS Global Infrastructure
15. AWS App Services
Highly abstracted services Amazon CloudFront
that replace software for Global Content Delivery Service
commonly needed application
functionality Amazon CloudSearch
Managed Search Service that Automatically Scales
Amazon ElastiCache
Deployment & Administration Managed Memecached service
App Services
Amazon Elastic MapReduce
Big Data Analytics Service
Compute Storage Database
Amazon SWF
Networking Simple Workflow Service
AWS Global Infrastructure Amazon SNS Amazon SQS Amazon SES
Notifications Queuing Email
16. Ecosystem App Services
3rd party highly abstracted services Security
that replace software for commonly Services
needed application functionality
… and already run on AWS Log Analysis
Services
Deployment & Administration Developer
Services
App Services
BI
Compute Storage Database Services
Networking Test
Services
AWS Global Infrastructure
18. What are Customer Running on AWS?
Business Oracle,
SAP,
Microso:,
IBM
Line-‐of-‐Business
(LOB)
Apps
Applications
Digital Media Distribution
Web Gaming
Applications Media Sharing
Social Media
Big Data & Analytics for Consumer Web
High Performance Genome Sequencing
Large Scale Batch Processing
Computing
Backup & Recovery
Disaster Recovery Disaster Recovery
& Archive Archive
21. Amazon Scale: Over 1 Trillion Objects Stored
1
Trillion
905
Billion
762
Billion
Total
Number
of
Objects
Stored
in
Amazon
S3
262
Billion
102
Billion
14
Billion
40
Billion
2.9
Billion
Q4
2006
Q4
2007
Q4
2008
Q4
2009
Q4
2010
Q4
2011
Q1
2012
22. Each day AWS adds the equivalent server
capacity to power Amazon when it was a
global, $5.2B enterprise
(circa 2003)
23. AWS Pace of Innovation
150+
82
New
Service
Announcements
Including:
&
Updates
61
Including: 6 new Direct Connect Sites
AWS Sao Paulo Region DynamoDB
Including: AWS Oregon Region RDS in VPC
Amazon SNS Elastic Beanstalk (Beta) AWS Trusted Advisor
48
Amazon CloudFront AWS CloudFormation CloudFormation in VPC
Amazon Route 53 Amazon RDS for Oracle AWS Storage Gateway
Including: S3 Bucket Policies AWS Direct Connect Amazon Glacier
Amazon RDS RDS Multi-AZ Support AWS GovCloud (US) Amazon CloudSearch
24
Amazon VPC RDS Reserved Databases Amazon ElastiCache AWS Marketplace
Amazon EMR AWS Import/Export VPC Virtual Networking Red Hat Reserved Instances
Including: EC2 Auto Scaling AWS IAM Beta CloudFront Live Streaming Multi-AZ Oracle RDS
Amazon SimpleDB EC2 Reserved Instances AWS Singapore Region AWS Tokyo Region RDS SQL Server
Amazon Cloudfront EC2 Elastic Load Balance Cluster Instances for EC2 SAP RDS on EC2 Multiple IPs in VPC
Amazon EBS AWS Mngmt Console Amazon Linux AMI SAP BO on EC2 Provisioned IOPS
EC2 Availability Zones Win Srv 2008 on EC2 Oracle Apps on EC2 Win Srv 2008 R2 on EC2
2008
2009
2010
2011
Est
2012
24. Global Infrastructure for Global Enterprises
GovCloud US West US West US East South EU Asia Asia
(US ITAR (Northern (Oregon) (Northern America (Ireland) Pacific Pacific
Region) California) Virginia) (Sao Paulo) (Singapore) (Tokyo)
AWS Regions
AWS Edge Locations
36. Example: Video App on AWS
5,000
Number of EC2 Instances
0
Monday Tuesday Wednesday Thursday Friday Saturday Sunday
37. Old
World:
UndifferenQated
Heavy
LiYing
Large Capital Expenditures Underutilized IT Assets
Patching Software Out of Datacenter Space
Scaling down as needed Slow IT Deployments
Scaling up quickly
Contract negotiation
Managing
physical
growth
38. New
World:
Focus
IT
resources
on
what
differenQates
your
business
40. Cloud Computing is More Than Just Virtualization
Cloud On-Premise
Computing Virtualization
Convert CapEx into Variable Expense ü û
Only
12%
Costsustomers
that
have
tried
ü build
a
“Private
Cloud”
Low Variable of
c to
û
Pay Onlyhave
successfully
implemented
a
Self-‐Service
Portal
for What You Use ü û
-‐
Forrester
Easily Scale Up and Down ü û
No infrastructure to Manage ü û
Self-Service Infrastructure ü ?
42. Global Infrastructure for Global Enterprises
GovCloud US West US West US East South EU Asia Asia
(US ITAR (Northern (Oregon) (Northern America (Ireland) Pacific Pacific
Region) California) Virginia) (Sao Paulo) (Singapore) (Tokyo)
AWS Regions
AWS Edge Locations
43. Benefit of Using The Sydney Region
! The same AWS services and benefits
Use the same services with all the same benefits as all other Regions
! Low latency
Run your application closer to end users in Australia
! Data location
Ensure your data is stored only in Australia
So what is Amazon doing at a cloud conference….I hope that many of you know why, but for those of you that may not know the story of how we got into this business….we have three customers sets at Amazon today….
Technology innovation has always driven the growth of Amazon.com. As Amazon expanded its product offerings for retail customers, the company also expanded customer segments. After over a decade of building and running a highly scalable web application, Amazon.com, the company realized that it had developed a core competency in operating massive scale technology infrastructure and datacentres, and embarked on a much broader mission of serving a new customer segment—developers and businesses—with a platform of web services they can use to build sophisticated, scalable applications. In 2006, we launched Amazon Web Services and officially began offering businesses and developers access to the web scale computing services based on Amazon ’ s own back-end technology infrastructure. AWS gives any developer the keys to this infrastructure, which they can use to build and grow any business. This makes it possible for any business to reach the scale of major internet players like Amazon.com, but without the expensive price tag they would have to pay to build and maintain such a reliable, secure, and scalable infrastructure. “ It's not customers' job to invent for themselves. It's your job to invent on their behalf. You need to listen to customers. You need to invent on their behalf. Kindle, EC2 would not have been developed if we did not have an inventive culture. ” - Jeff Bezos, Founder & CEO, Amazon.com
Technology innovation has always driven the growth of Amazon.com. As Amazon expanded its product offerings for retail customers, the company also expanded customer segments. After over a decade of building and running a highly scalable web application, Amazon.com, the company realized that it had developed a core competency in operating massive scale technology infrastructure and datacentres, and embarked on a much broader mission of serving a new customer segment—developers and businesses—with a platform of web services they can use to build sophisticated, scalable applications. In 2006, we launched Amazon Web Services and officially began offering businesses and developers access to the web scale computing services based on Amazon ’ s own back-end technology infrastructure. AWS gives any developer the keys to this infrastructure, which they can use to build and grow any business. This makes it possible for any business to reach the scale of major internet players like Amazon.com, but without the expensive price tag they would have to pay to build and maintain such a reliable, secure, and scalable infrastructure. “ It's not customers' job to invent for themselves. It's your job to invent on their behalf. You need to listen to customers. You need to invent on their behalf. Kindle, EC2 would not have been developed if we did not have an inventive culture. ” - Jeff Bezos, Founder & CEO, Amazon.com
Technology innovation has always driven the growth of Amazon.com. As Amazon expanded its product offerings for retail customers, the company also expanded customer segments. After over a decade of building and running a highly scalable web application, Amazon.com, the company realized that it had developed a core competency in operating massive scale technology infrastructure and datacentres, and embarked on a much broader mission of serving a new customer segment—developers and businesses—with a platform of web services they can use to build sophisticated, scalable applications. In 2006, we launched Amazon Web Services and officially began offering businesses and developers access to the web scale computing services based on Amazon ’ s own back-end technology infrastructure. AWS gives any developer the keys to this infrastructure, which they can use to build and grow any business. This makes it possible for any business to reach the scale of major internet players like Amazon.com, but without the expensive price tag they would have to pay to build and maintain such a reliable, secure, and scalable infrastructure. “ It's not customers' job to invent for themselves. It's your job to invent on their behalf. You need to listen to customers. You need to invent on their behalf. Kindle, EC2 would not have been developed if we did not have an inventive culture. ” - Jeff Bezos, Founder & CEO, Amazon.com
Technology innovation has always driven the growth of Amazon.com. As Amazon expanded its product offerings for retail customers, the company also expanded customer segments. After over a decade of building and running a highly scalable web application, Amazon.com, the company realized that it had developed a core competency in operating massive scale technology infrastructure and datacentres, and embarked on a much broader mission of serving a new customer segment—developers and businesses—with a platform of web services they can use to build sophisticated, scalable applications. In 2006, we launched Amazon Web Services and officially began offering businesses and developers access to the web scale computing services based on Amazon ’ s own back-end technology infrastructure. AWS gives any developer the keys to this infrastructure, which they can use to build and grow any business. This makes it possible for any business to reach the scale of major internet players like Amazon.com, but without the expensive price tag they would have to pay to build and maintain such a reliable, secure, and scalable infrastructure. “ It's not customers' job to invent for themselves. It's your job to invent on their behalf. You need to listen to customers. You need to invent on their behalf. Kindle, EC2 would not have been developed if we did not have an inventive culture. ” - Jeff Bezos, Founder & CEO, Amazon.com
Technology innovation has always driven the growth of Amazon.com. As Amazon expanded its product offerings for retail customers, the company also expanded customer segments. After over a decade of building and running a highly scalable web application, Amazon.com, the company realized that it had developed a core competency in operating massive scale technology infrastructure and datacentres, and embarked on a much broader mission of serving a new customer segment—developers and businesses—with a platform of web services they can use to build sophisticated, scalable applications. In 2006, we launched Amazon Web Services and officially began offering businesses and developers access to the web scale computing services based on Amazon ’ s own back-end technology infrastructure. AWS gives any developer the keys to this infrastructure, which they can use to build and grow any business. This makes it possible for any business to reach the scale of major internet players like Amazon.com, but without the expensive price tag they would have to pay to build and maintain such a reliable, secure, and scalable infrastructure. “ It's not customers' job to invent for themselves. It's your job to invent on their behalf. You need to listen to customers. You need to invent on their behalf. Kindle, EC2 would not have been developed if we did not have an inventive culture. ” - Jeff Bezos, Founder & CEO, Amazon.com
Technology innovation has always driven the growth of Amazon.com. As Amazon expanded its product offerings for retail customers, the company also expanded customer segments. After over a decade of building and running a highly scalable web application, Amazon.com, the company realized that it had developed a core competency in operating massive scale technology infrastructure and datacentres, and embarked on a much broader mission of serving a new customer segment—developers and businesses—with a platform of web services they can use to build sophisticated, scalable applications. In 2006, we launched Amazon Web Services and officially began offering businesses and developers access to the web scale computing services based on Amazon ’ s own back-end technology infrastructure. AWS gives any developer the keys to this infrastructure, which they can use to build and grow any business. This makes it possible for any business to reach the scale of major internet players like Amazon.com, but without the expensive price tag they would have to pay to build and maintain such a reliable, secure, and scalable infrastructure. “ It's not customers' job to invent for themselves. It's your job to invent on their behalf. You need to listen to customers. You need to invent on their behalf. Kindle, EC2 would not have been developed if we did not have an inventive culture. ” - Jeff Bezos, Founder & CEO, Amazon.com
Amazon Web Services provides highly scalable computing infrastructure that enables organizations around the world to requisition compute power, storage, and other on-demand services in the cloud. These services are available on demand so a customer doesn ’ t need to think about controlling them, maintaining them or even where they are located. Let ’ s take a look at the services that we provide.
The AWS Cloud powers hundreds of thousands of businesses in 190 countries around the world. Large enterprises are using AWS for the following use cases: Running enterprise applications such as Oracle, SAP and Microsoft Applications (Windows Server, Sharepoint Server and SQL Server). Creating custom business applications to support the needs of internal functions such as HR, finance and sales. Developing customer-facing web applications that power ecommerce, mobile, gaming, social media and marketing websites. Processing Big Data and High Performance Computing workloads in the medical, imaging, genome sequencing, web analytics and business intelligence fields. Disaster Recovery, Backup or Archive of business critical data to the Amazon Web Services cloud.
Amazon Web Services serves hundreds of thousands of customers in more than 190 countries from startups to Fortune 500s. Our cusetomers include internet businesses like Netflix and Yelp; media companies like Newsweek and NY times and large enterprises like Shell, Farmer ’ s insurance and Hitachi.
Key partners: We currently have a broad ecosystem of many 1000 ’ s of partners, including over 1,100 in our top tier of partners (APN standard and advanced) Our partners range from multi-billion ISV ’ s and technology partners, through to small “ born on the cloud ” technology and consulting partners that are aggressively building businesses on AWS. We have many of the big names you would expect such as Cag Gemini, Wipro, Cognizant; As well as major technology providers like SAP, Microsoft, BMC and others. The AWS ecosystem includes a growing community of Independent Software Vendors (ISVs) and Systems Integrators (SIs) that are building services and solutions on cloud computing with Amazon Web Services.
Exceeded 1 Trillion objects in June 2012 Peak Requests 750,000+ per second 192% storage growth in 2011 This is not just SMB backups. Some of the biggest blue chip companies are trusting S3 Taking on bids for multiple petabytes And we ’ re winning them We ’ re the only ones that can do it
Update numbers as of Nov 6, 2012 108 = YTD product/feature/service announcements 182 = product/feature/service announcements thru Dec 2012 (i.e., 74 new launches on the roadmap between now & end of year) 4 = Free Trial/Price Reduction emails (these were not included in the 108 total above) The Amazon Web Services platform of technology infrastructure services has grown rapidly since the first service launch in March 2006. One of the reasons we believe companies are adopting these services so quickly is because of our rapid innovation based on customer feedback. We ’ re constantly adding features and services, and if you look back at AWS launches over the years, you ’ ll notice our pace of innovation is quick. “ I think one reason that Amazon addresses the developer market so well is that they are developers themselves, while most hosting companies are data center operators. Thus, even with respect to core infrastructure automation technologies, Amazon hasn't waited for a known vendor to solve all of their problems, but have attacked solutions themselves head on. This, in turn, allows them to focus on priorities as determined by their customers, as well as innovate new services that customers didn't even know they wanted. If the technologies exist, they will explore them, and maybe use one. However, for a systems software shop like AWS, often the faster, cheaper route is to create the service themselves, the way they want it. – James Urquhart – CNET http://news.cnet.com/8301-19413_3-20098812-240/can-any-cloud-catch-amazon-web-services-part-1/?tag=mncol;txt
Amazon Web Services is steadily expanding its global infrastructure to help customers achieve lower latency and higher throughput. As our customers grow their businesses, AWS will continue to provide infrastructure that meets their global requirements.
AWS was able to build and manage a global infrastructure at scale, and pass the cost saving benefits onto you in the form of lower prices. With the efficiencies of our scale and expertise, we have been able to lower our prices on 15 different occasions over the past four years. You can visit our Economics Center to learn more http://aws.amazon.com/economics/ It ’ s also worth looking at Amazon ’ s heritage and AWS ’ s history. We ’ re a company that works hard to lower its costs so that we can pass savings back to our customers. If you look at the history of AWS, that ’ s exactly what we ’ ve done. We have been lowering prices on Amazon EC2, Amazon S3, Amazon CloudFront, and AWS bandwidth multiple times already without any competitive pressure to do so. “ We estimate that the overall cost savings including hardware, infrastructure and network bandwidth, and personnel, is estimated to be in the hundreds of thousands of dollars. It is highly cost-prohibitive to achieve this with fixed capacity and traditional computing models. – Leo Chan, CTO, Xignite
Traditional infrastructure generally requires that you predict the amount of computing resources your application will use over a period of several years. If you under-estimate, your applications will not have the horsepower to handle unexpected traffic, potentially resulting in customer dissatisfaction. If you over-estimate, you ’ re wasting money with superfluous resources. The on-demand and elastic nature of the cloud enables the infrastructure to be closely aligned (as it expands and contracts) with the actual demand, thereby increasing overall utilization and reducing cost. “ We did look at a number of more traditional hosting solutions, but very quickly came to the conclusion that AWS would meet our needs much better and at a lower cost. The on-demand nature of AWS was very attractive as it allowed us to be comfortable in the knowledge that we could scale the hardware very, very quickly. ” – Dave Tharp, Head of Development, Virgin Atlantic Airways
Elasticity is one of the fundamental properties of the cloud. Elasticity is the power to scale computing resources up and down easily and with minimal friction. It is important to understand that elasticity will ultimately drive most of the benefits of the cloud. Traditionally, applications have been built for fixed, rigid and pre-provisioned infrastructure. Companies never had the need to provision and install servers on daily basis. As a result, most software architectures do not address the rapid deployment or reduction of hardware. Since the provisioning time and upfront investment for acquiring new resources was too high, software architects never invested time and resources in optimizing for hardware utilization. It was acceptable if the hardware on which the application is running was under-utilized. The notion of “ elasticity ” within an architecture was overlooked because the idea of having new resources in minutes was not possible. Cloud computing streamlines the process of acquiring the necessary resources; there is no longer any need to place orders ahead of time and to hold unused hardware captive. Instead, customers can request what they need mere minutes before they need it or automate the procurement process, taking advantage of the vast scale and rapid response time of the cloud. The same is applicable to releasing the unneeded or under-utilized resources when you don ’ t need them.
Source: Forrester, “ Companies Building Private Clouds Focus on Infrastructure Not Automation ” – James Staten Without getting into the industry debate about public vs. private cloud it ’ s clear that most cloud benefits cannot be realized with on-premise virtualization technologies. In the on-premise virtualization model, you often have to buy expensive hardware and software which virtually eliminates the cost benefits of cloud computing. Although on-premise virtualization allows you to quickly provision new servers, your ability to scale up is limited to your physical infrastructure. You still need to buy physical servers to grow. If you want to scale down you won ’ t see significant cost-savings as you already paid for the hardware. These limitations of the on-premise virtualization model impact your ability to innovate fast and free up money to invest in new projects.
Summary Statement: The new Sydney region will provide single digit millisecond latency to end users in Sydney and significantly improved and predictable performance to other cities in Australia and New Zealand. Important Note: Latency is measured between POP locations, and does not include additional last mile transit times between POPs and end users. Thus, actual latency measured by end users will be higher than what is presented above. Incremental last mile latency may range from as little as a few milliseconds to double-digit latency, depending on the quality and conditions of local end user networks. Other Interesting Observations: Latency standard deviations to Australian cities from SIN and NRT are much higher than SFO. Australia is much better connected to the US West Coast than Singapore or Japan (i.e. direct undersea cable routes). We are pulling the data right now, but it will be interesting to observe what percentage of Australian customer revenue today comes from SFO. Latency to Perth from SIN is highly variable, with routes sometimes going through Japan or even to the US. Kind regards, Jake
Note: Over 10,000 customers in Australia. As you would expect to see we have a broad variety of companies that span from hot startups – through to major enterprises – through government agencies. A couple I would highlight would be Commonwealth bank – a major financial institution with over 51K employees, 1.1K national branches and $718B AU dollar in assets, (ben note: USD is approximately same as AU dollar) Australian Government – Dept of Finance and deregulation - A public sector entity that is using AWS. We also have a number of startups including - Halfbrick – a gaming company based in Australia – that specializes in developing games for iphone/itouch. In May 2012, their popular game FRUIT NINJA reached 300M downloads, and was on one third of all US iphones (source: Wickipedia)
Talking Points: We have a strong and growing ecosystem in Australia. In particular we have a number of Advanced partners who have achieved the criteria required to be on the upper echelon of our program. These include Base 2 Services – a consulting company that has been working with AWS since 2006. Base2 has helped Tier 1 companies as well as startups get started on AWS. Bulletproof – A company who ’ s growth has resulted in its appearance in the Deloitte Technology Fast 50 Australia 2010 & 2011 and Deloitte Technology Fast 500 Asia Pacific 2010 & 2011. ICE – a leading provider of cloud management solutions based in Sydney We also have a variety of standard level partners and registered partners in the community.
There’s still a lot of noise out there about the cloud. As you take your next step into this new world, let me offer some suggestions on the key questions to ask yourself in choosing a provider…
There’s still a lot of noise out there about the cloud. As you take your next step into this new world, let me offer some suggestions on the key questions to ask yourself in choosing a provider…