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Getting to Profitability
Robert Zepeda,MD, Playbasis

AWS Cloud Kata for Start-Ups and Developers
playbasis
playbasis.com

|

@playbasis
Engagement Management Platform

playbasis
Playbasis Engagement Stack
User Management
Analytics
Notifications
Rewards Catalog
Gamification Engine
SDKs

playbasis
Playbasis on AWS

playbasis
>700K registered users
1000s of transactions /day

$800.00
$700.00

Less than $3,000 USD spent to date
(roughly the cost of a Mac Book Pro)

$600.00
$500.00
$400.00
$300.00
$200.00
$100.00
$0.00
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playbasis
Case Study: Burufly

burufly.com
playbasis
Case Study: TMB

Makethedifference.org
playbasis
Upcoming Deployments

playbasis
Getting to Profitability
The Infamous Hockey Stick
Usage
Page Views
Revenue
Etc.

Time
The Infamous Hockey Stick
Usage
Page Views
Revenue
Etc.

Costs

Time
You want only 3 things
Revenue to go Up
Unit Costs to go Down
Margin to go Up
The Infamous Hockey Stick
Usage
Page Views
Revenue
Etc.
Costs

Time
How does AWS help here?
Economies of Scale
Pricing Models
Cost Aware Architecting
What does this look like in
the real world?
An example
!
!
!
!
!
!

 
 
 
 
 
 

Enterprise	
  so+ware	
  provider	
  in	
  APAC	
  
Focused	
  on	
  SaaS	
  for	
  storage,	
  security,	
  collabora=on,	
  etc.	
  
Backed	
  by	
  leading	
  VC’s	
  in	
  the	
  region	
  
Strong	
  growth	
  –	
  winning	
  customers	
  globally	
  
Focused	
  on	
  profitability	
  &	
  reducing	
  unit	
  costs	
  
Worked	
  closely	
  with	
  the	
  AWS	
  team	
  to	
  op=mize	
  its	
  architecture	
  
“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%
Idea

MVP

Scale

Profitability

01

02

03

04
Scale

Getting to Profitability

Profitability

03

04

Pricing Models
Cost Aware Architecting
Total Cost of Ownership
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
aws.amazon.com/activate/cloudkata
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
Reserved Instance Pricing
U"liza"on	
  

RI	
  op"on	
  

Savings	
  over	
  On-­‐Demand	
  

<10%	
  

On-­‐Demand	
  

10%	
  -­‐	
  40%	
  

Light	
  U=liza=on	
  RI	
  

Up	
  to	
  56%	
  

40%	
  -­‐	
  75%	
  

Medium	
  U=liza=on	
  RI	
  

Up	
  to	
  66%	
  

>75%	
  

Heavy	
  U=liza=on	
  RI	
  

Up	
  to	
  71%	
  
AWS Cloud Kata | Bangkok - Getting to Profitability
•  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%
Save more money by using Spot Instances
Spot	
  market	
  for	
  under-­‐
u=lized	
  capacity	
  
	
  
Requested	
  Bid	
  Price	
  and	
  
Pay	
  as	
  you	
  go	
  

Spot	
  Price	
  <	
  On-­‐Demand	
  Price	
  	
  	
  
Up	
  to	
  85%	
  savings	
  over	
  On	
  Demand	
  pricing	
  
Use Cases for Spot Pricing
Use	
  Case	
  
Batch	
  Processing	
  

Types	
  of	
  Applica"ons	
  
Generic	
  background	
  processing	
  (scale	
  out	
  compu=ng)	
  

Hadoop	
  

Hadoop/MapReduce	
  processing	
  type	
  jobs	
  (e.g.	
  Search,	
  Big	
  Data,	
  etc.)	
  
	
  

Scien"fic	
  Compu"ng	
  

Scien=fic	
  trials/simula=ons/analysis	
  in	
  chemistry,	
  physics,	
  and	
  biology	
  

Video	
  and	
  Image	
  Processing/
Rendering	
  
Tes"ng	
  

Transform	
  videos	
  into	
  specific	
  formats	
  

Web/Data	
  Crawling	
  
Financial	
  
HPC	
  

Analyzing	
  data	
  and	
  processing	
  it	
  
Hedgefund	
  analy=cs,	
  energy	
  trading,	
  etc	
  
U=lize	
  HPC	
  servers	
  to	
  do	
  	
  embarrassingly	
  parallel	
  jobs	
  

Cheap	
  Compute	
  

Backend	
  servers	
  for	
  Facebook	
  games	
  

Provide	
  tes=ng	
  of	
  so+ware,	
  web	
  sites,	
  etc	
  
AWS Cloud Kata | Bangkok - Getting to Profitability
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
Scale

Getting to Profitability

Profitability

03

04

Pricing Models
Cost Aware Architecting
Total Cost of Ownership
“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
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
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
Cost Aware Architecting to Reduce costs of EC2
1. S3 & CloudFront for Caching & Offloading
Cost Aware Architecting to Reduce costs of EC2
1. S3 & CloudFront for Caching & Offloading
The image cannot be displayed. Your computer may not have enough memory to open the image, or the image may have been corrupted. Restart your computer, and then open the file again. If the red x still appears, you may have to delete the
image and then insert it again.
Cost Aware Architecting to Reduce costs of EC2
1. S3 & CloudFront for Caching & Offloading
Cost Aware Architecting to Reduce costs of EC2
1. S3 & CloudFront for Caching & Offloading
Static content
Dynamic calls
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)
Buuuk for Singapore Press Holding (SPH)
Cost Aware Architecting to Reduce costs of EC2
2. Auto-Scaling done Right with Real Time reaction response

Buuuk

Straits Times
Cost Aware Architecting to Reduce costs of EC2
2. Auto-Scaling done Right with Real Time reaction response
Cost Aware Architecting to Reduce costs of EC2
2. Auto-Scaling done Right with Real Time reaction response
Cost Aware Architecting to Reduce costs of EC2
2. Auto-Scaling done Right with Real Time reaction response
Cost Aware Architecting to Reduce costs of EC2
2. Auto-Scaling done Right with Real Time reaction response
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’
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
AWS Cloud Kata | Bangkok - Getting to Profitability
AWS Cloud Kata | Bangkok - Getting to Profitability
90% of calls
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
Scale

Getting to Profitability

Profitability

03

04

Pricing Models
Cost Aware Architecting
Total Cost of Ownership
When	
  calcula"ng	
  TCO…	
  
#1	
  Start	
  by	
  understanding	
  your	
  use	
  cases	
  &	
  usage	
  paUerns	
  
Tradi=onal	
  HW	
  /	
  Hos=ng	
  
WASTE

On and Off

Fast Growth

Variable peaks

Predictable peaks

CUSTOMER DISSATISFACTION
AWS	
  =	
  Elas=c	
  Capacity	
  

On and Off

Fast Growth

Variable peaks

Predictable peaks
When	
  calcula"ng	
  TCO…	
  
#1	
  Start	
  by	
  understanding	
  your	
  use	
  cases	
  &	
  usage	
  paUerns	
  
#2	
  Apples	
  to	
  Apples	
  –	
  Take	
  all	
  the	
  fixed	
  costs	
  into	
  considera"on	
  
AWS Cloud Kata | Bangkok - Getting to Profitability
AWS Cloud Kata | Bangkok - Getting to Profitability
When	
  calcula"ng	
  TCO…	
  
#1	
  Start	
  by	
  understanding	
  your	
  use	
  cases	
  &	
  usage	
  paUerns	
  
#2	
  Apples	
  to	
  Apples	
  –	
  Take	
  all	
  the	
  fixed	
  costs	
  into	
  considera"on	
  
#3	
  Leverage	
  ‘Cost	
  Aware	
  Architec"ng’	
  to	
  reduce	
  resources	
  
Tradi"onal	
  Hos"ng	
  vs	
  AWS	
  
# of
(virtual)
servers

60	
  

50	
  

40	
  

30	
  

20	
  

10	
  

0	
  

Hos=ng	
  
Hosting

Offload
to S3

Caching
with CF

AutoScaling

Etc.
When	
  calcula"ng	
  TCO…	
  
#1	
  Start	
  by	
  understanding	
  your	
  use	
  cases	
  &	
  usage	
  paUerns	
  
#2	
  Apples	
  to	
  Apples	
  –	
  Take	
  all	
  the	
  fixed	
  costs	
  into	
  considera"on	
  
#3	
  Leverage	
  ‘Cost	
  Aware	
  Architec"ng’	
  to	
  reduce	
  resources	
  
#4	
  Include	
  pricing	
  models	
  (RI,	
  Spot)	
  and	
  economies	
  of	
  scale	
  
“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%
When	
  calcula"ng	
  TCO…	
  
#1	
  Start	
  by	
  understanding	
  your	
  use	
  cases	
  &	
  usage	
  paUerns	
  
#2	
  Apples	
  to	
  Apples	
  –	
  Take	
  all	
  the	
  fixed	
  costs	
  into	
  considera"on	
  
#3	
  Leverage	
  ‘Cost	
  Aware	
  Architec"ng’	
  to	
  reduce	
  resources	
  
#4	
  Include	
  pricing	
  models	
  (RI,	
  Spot)	
  and	
  economies	
  of	
  scale	
  
#5	
  Take	
  a	
  look	
  at	
  what’s	
  included:	
  Intangible	
  Cost	
  Savings	
  !	
  
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
Trusted Advisor
A premium security spec at non-premium prices
• 

VPC

• 

Direct connect

and VPC

• 

Dedicated instances

Network ACL

• 

Identity & Access

• 

Multi-Factor Authentication

Management

• 

CloudHSM

S3 Encryption

• 

RDS Oracle transparent

• 

• 

Security groups for EC2

encryption
DEMO	
  

Gegng	
  to	
  Profitability	
  

Off-loading of static content to CloudFront to reduce required
server capacity
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
Thank You
aws.amazon.com/start-­‐ups	
  
aws.amazon.com/ac"vate/cloudkata	
  

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AWS Cloud Kata | Bangkok - Getting to Profitability

  • 1. Kuala Lumpur Getting to Profitability Robert Zepeda,MD, Playbasis AWS Cloud Kata for Start-Ups and Developers
  • 4. Playbasis Engagement Stack User Management Analytics Notifications Rewards Catalog Gamification Engine SDKs playbasis
  • 6. >700K registered users 1000s of transactions /day $800.00 $700.00 Less than $3,000 USD spent to date (roughly the cost of a Mac Book Pro) $600.00 $500.00 $400.00 $300.00 $200.00 $100.00 $0.00 1 2 3 4 5 6 7 8 9 10 11 12 13 playbasis
  • 11. The Infamous Hockey Stick Usage Page Views Revenue Etc. Time
  • 12. The Infamous Hockey Stick Usage Page Views Revenue Etc. Costs Time
  • 13. You want only 3 things
  • 14. Revenue to go Up Unit Costs to go Down Margin to go Up
  • 15. The Infamous Hockey Stick Usage Page Views Revenue Etc. Costs Time
  • 16. How does AWS help here?
  • 17. Economies of Scale Pricing Models Cost Aware Architecting
  • 18. What does this look like in the real world?
  • 19. An example ! ! ! ! ! !             Enterprise  so+ware  provider  in  APAC   Focused  on  SaaS  for  storage,  security,  collabora=on,  etc.   Backed  by  leading  VC’s  in  the  region   Strong  growth  –  winning  customers  globally   Focused  on  profitability  &  reducing  unit  costs   Worked  closely  with  the  AWS  team  to  op=mize  its  architecture  
  • 20. “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%
  • 22. Scale Getting to Profitability Profitability 03 04 Pricing Models Cost Aware Architecting Total Cost of Ownership
  • 23. 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
  • 25. 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
  • 26. Reserved Instance Pricing U"liza"on   RI  op"on   Savings  over  On-­‐Demand   <10%   On-­‐Demand   10%  -­‐  40%   Light  U=liza=on  RI   Up  to  56%   40%  -­‐  75%   Medium  U=liza=on  RI   Up  to  66%   >75%   Heavy  U=liza=on  RI   Up  to  71%  
  • 28. •  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%
  • 29. Save more money by using Spot Instances Spot  market  for  under-­‐ u=lized  capacity     Requested  Bid  Price  and   Pay  as  you  go   Spot  Price  <  On-­‐Demand  Price       Up  to  85%  savings  over  On  Demand  pricing  
  • 30. Use Cases for Spot Pricing Use  Case   Batch  Processing   Types  of  Applica"ons   Generic  background  processing  (scale  out  compu=ng)   Hadoop   Hadoop/MapReduce  processing  type  jobs  (e.g.  Search,  Big  Data,  etc.)     Scien"fic  Compu"ng   Scien=fic  trials/simula=ons/analysis  in  chemistry,  physics,  and  biology   Video  and  Image  Processing/ Rendering   Tes"ng   Transform  videos  into  specific  formats   Web/Data  Crawling   Financial   HPC   Analyzing  data  and  processing  it   Hedgefund  analy=cs,  energy  trading,  etc   U=lize  HPC  servers  to  do    embarrassingly  parallel  jobs   Cheap  Compute   Backend  servers  for  Facebook  games   Provide  tes=ng  of  so+ware,  web  sites,  etc  
  • 32. 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
  • 33. Scale Getting to Profitability Profitability 03 04 Pricing Models Cost Aware Architecting Total Cost of Ownership
  • 34. “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
  • 35. 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
  • 36. 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
  • 37. Cost Aware Architecting to Reduce costs of EC2 1. S3 & CloudFront for Caching & Offloading
  • 38. Cost Aware Architecting to Reduce costs of EC2 1. S3 & CloudFront for Caching & Offloading The image cannot be displayed. Your computer may not have enough memory to open the image, or the image may have been corrupted. Restart your computer, and then open the file again. If the red x still appears, you may have to delete the image and then insert it again.
  • 39. Cost Aware Architecting to Reduce costs of EC2 1. S3 & CloudFront for Caching & Offloading
  • 40. Cost Aware Architecting to Reduce costs of EC2 1. S3 & CloudFront for Caching & Offloading
  • 42. 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)
  • 43. Buuuk for Singapore Press Holding (SPH)
  • 44. Cost Aware Architecting to Reduce costs of EC2 2. Auto-Scaling done Right with Real Time reaction response Buuuk Straits Times
  • 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 EC2 2. Auto-Scaling done Right with Real Time reaction response
  • 47. Cost Aware Architecting to Reduce costs of EC2 2. Auto-Scaling done Right with Real Time reaction response
  • 48. Cost Aware Architecting to Reduce costs of EC2 2. Auto-Scaling done Right with Real Time reaction response
  • 49. 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’
  • 50. 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
  • 54. 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
  • 55. Scale Getting to Profitability Profitability 03 04 Pricing Models Cost Aware Architecting Total Cost of Ownership
  • 56. When  calcula"ng  TCO…   #1  Start  by  understanding  your  use  cases  &  usage  paUerns  
  • 57. Tradi=onal  HW  /  Hos=ng   WASTE On and Off Fast Growth Variable peaks Predictable peaks CUSTOMER DISSATISFACTION
  • 58. AWS  =  Elas=c  Capacity   On and Off Fast Growth Variable peaks Predictable peaks
  • 59. When  calcula"ng  TCO…   #1  Start  by  understanding  your  use  cases  &  usage  paUerns   #2  Apples  to  Apples  –  Take  all  the  fixed  costs  into  considera"on  
  • 62. When  calcula"ng  TCO…   #1  Start  by  understanding  your  use  cases  &  usage  paUerns   #2  Apples  to  Apples  –  Take  all  the  fixed  costs  into  considera"on   #3  Leverage  ‘Cost  Aware  Architec"ng’  to  reduce  resources  
  • 63. Tradi"onal  Hos"ng  vs  AWS   # of (virtual) servers 60   50   40   30   20   10   0   Hos=ng   Hosting Offload to S3 Caching with CF AutoScaling Etc.
  • 64. When  calcula"ng  TCO…   #1  Start  by  understanding  your  use  cases  &  usage  paUerns   #2  Apples  to  Apples  –  Take  all  the  fixed  costs  into  considera"on   #3  Leverage  ‘Cost  Aware  Architec"ng’  to  reduce  resources   #4  Include  pricing  models  (RI,  Spot)  and  economies  of  scale  
  • 65. “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%
  • 66. When  calcula"ng  TCO…   #1  Start  by  understanding  your  use  cases  &  usage  paUerns   #2  Apples  to  Apples  –  Take  all  the  fixed  costs  into  considera"on   #3  Leverage  ‘Cost  Aware  Architec"ng’  to  reduce  resources   #4  Include  pricing  models  (RI,  Spot)  and  economies  of  scale   #5  Take  a  look  at  what’s  included:  Intangible  Cost  Savings  !  
  • 67. 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
  • 69. A premium security spec at non-premium prices •  VPC •  Direct connect and VPC •  Dedicated instances Network ACL •  Identity & Access •  Multi-Factor Authentication Management •  CloudHSM S3 Encryption •  RDS Oracle transparent •  •  Security groups for EC2 encryption
  • 70. DEMO   Gegng  to  Profitability   Off-loading of static content to CloudFront to reduce required server capacity
  • 71. 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