2. About iCar Asia
! Our startup is just over 1 year old
• ASX listed w/market capitalization of ~AUD$180 million
• 200+ employees, across 3 countries
• 400,000+ cars, 3.2M UVs across all sites in September
! What do we do? We help people buy and sell cars.
AWS Cloud Kata for Start-Ups and Developers
3. iCar Asia on AWS
Consumer
Search
Seller
Portal
Core API
Portal API
Solr
CRM
Spec
DB
! How do we run on AWS?
• EC2, S3, Glacier, CloudFront, Elastic
Cache, Route 53, and VPC.
• Ansible, BitBucket, New Relic,
Monyog...
• The obligatory architecture
diagram!
Listings
AWS Cloud Kata for Start-Ups and Developers
4. How this helped us to build our
integrated portal faster…
! Stabilize
!
!
!
!
Add capacity
Build a low latency, shoot-first-and-ask-questions-later culture
Single place, unified technology, common building blocks
Getting to profitability for startups:
• Cash is king – Manage your costs
• Use the building blocks at hand
• Leverage the AWS SAs and the people in this room…
AWS Cloud Kata for Start-Ups and Developers
17. “Based on a True Story”
Margin
Growth
54%
reduction in
unit costs
-20%
-10%
price drop RI purchase
in S3
-22%
Migration
Cassandra
to Dynamo
-18%
Price drop in
S3 of 25%
20. Cost Optimization using different purchase models
Free Tier
On-Demand
Reserved
Spot
Get Started on AWS
with free usage & no
commitment
Pay for compute
capacity by the hour
with no long-term
commitments
Make a low, one-time
payment and receive a
significant discount on
the hourly charge
Bid for unused capacity,
charged at a Spot Price
which fluctuates based
on supply and demand
For POCs and
getting started
For spiky workloads,
or to define needs
For committed
utilization
For time-insensitive or
transient workloads
22. Reserved Instance Pricing
Make a low, one-time payment and receive a
significant discount on the hourly charge
For committed utilization
3 Versions
• Light Utilization RI
• Medium Utilization RI
• High Utilization RI
2 Terms
• 1-year
• 3-year
25. • Most traffic happens in the afternoons and evenings, so they reduce the number of
instances at night by 40%.
• At peak traffic $52 an hour is spent on EC2 and at night, during off peak, the spend is as
little as $15 an hour. Saving per hour = 71%
26. Save more money by using Spot Instances
Spot)market)for)underO
u=lized)capacity)
)
Requested)Bid)Price)and)
Pay)as)you)go)
Spot)Price)<)OnODemand)Price)))
Up)to)85%)savings)over)On)Demand)pricing)
29. Optimizing Video Transcoding Workloads
for a FREEMIUM model
Premium Offering
Free Offering
Optimize for reducing cost
Acceptable Delay Limits
Optimized for Faster response
No Delays
)
Implementation
–
–
–
–
Leverage spot pricing
Maximum Bid Price
< On-demand Rate
Use on-demand Instances, if delay
Get strongly reduced price for your
workload
Implementation
– Invest in Reserved Instances
– Use on-demand for Elasticity
Get Instant Capacity for higher price
31. “Give me 4 fault tolerant algorithms and I can pick
the best one almost with my eyes closed.
If you then ask me which one is best for the
business, in terms of dollar costs, I would be
clueless...”
Werner Vogels, CTO, Amazon
32. Cost optimization through ‘Cost Aware Architecting’
Reduce Cost of…
Compute
…by leveraging:
1. S3 & CloudFront for Caching & Offloading
2. Auto-Scaling done Right
Storage
3. Storing derivative objects in S3 ‘Reduced Redundancy’
Database
4. Read Replicas and/or ElastiCache
Test & Dev
5. Rapid proto-typing & Lean Dev/Test
33. Cost Aware Architecting to Reduce costs of EC2
1. S3 & CloudFront for Caching & Offloading
• Reduce your compute demand and costs
• Improve end-user experience
• Increase reliability and durability
39. Cost Aware Architecting to Reduce costs of EC2
2. Auto-Scaling done Right with Real Time reaction response
• Elastic Load Balancing and (event-driven) Auto Scaling
• Notification of pending news flash (with audible alarm)
• On-demand ramp up of capacity (6 mins.)
• Subscriber alert push delivered
• Mass response traffic handled (followed by ramp down)
41. Cost Aware Architecting to Reduce costs of EC2
2. Auto-Scaling done Right with Real Time reaction response
Buuuk
Straits Times
42. Cost Aware Architecting to Reduce costs of EC2
2. Auto-Scaling done Right with Real Time reaction response
43. Cost Aware Architecting to Reduce costs of EC2
2. Auto-Scaling done Right with Real Time reaction response
44. Cost Aware Architecting to Reduce costs of EC2
2. Auto-Scaling done Right with Real Time reaction response
45. Cost Aware Architecting to Reduce costs of EC2
2. Auto-Scaling done Right with Real Time reaction response
46. Cost Aware Architecting to Reduce costs of S3
3. Storing derivative objects in S3 ‘Reduced Redundancy’
• Original vs. derived assets : 33% savings
• Single reference and consistency
• Control, accurate logs and tracking
Reduced Redundancy Storage
‘RRS’
47. Cost Aware Architecting to Reduce costs of DB
4. Read Replicas and/or ElastiCache (‘Database Smarts’)
•
•
•
•
Scale out and share work
Optimal performance, minimize load
Enhance reliability, ensure data safety
Cost reduction
51. Cost Aware Architecting to Reduce costs of Test/Dev
5. Rapid proto-typing & Lean Dev/Test
• Inexpensive idea validation
• Seamless switch over and versioning
• Rapid dev / test agility
62. “Based on a True Story”
Margin
Growth
54%
reduction in
unit costs
-20%
-10%
price drop RI purchase
in S3
-22%
Migration
Cassandra
to Dynamo
-18%
Price drop in
S3 of 25%
64. Did you know?
Free Usage Tier
Free Services
Data Transfer
AWS Elastic Beanstalk
AWS CloudFormation
AWS IAM
Auto Scaling
Consolidated Billing
No Charge for
New Customers
Amazon EC2
Amazon RDS
Amazon ELB
Amazon S3
Amazon EBS
For All Customers
Amazon SQS/SNS
Amazon DynamoDB
Amazon SES
Amazon SWF
And more…
Inbound Data Transfer
Data Transfer between
Instances within an
Availability Zone
68. So what does this mean in terms of costs?
Standard Architecture
Month
Medium EC2 instances 4
$ 485
AWS Data Transfer Out 1Tb $ 194
TOTAL
$ 679
Optimized Architecture
Month
Medium EC2 instances
1
$ 121
CloudFront Data Transfer Out 1Tb $ 168
CloudFront Requests
$1.89
TOTAL
$ 291
57% lower cost – 6 x faster