1. Digital Media Lifecycle on Amazon Web Services Jeff Barr, Senior Web Services Evangelist

3. Agenda What is Cloud Computing and Amazon Web Services? The Cloud Scales Storage Transcoding / Encoding Distribution and Delivery Support Next Steps

4. What is Cloud Computing?

5. The Cloud is Suddenly Everywhere

6. What is Cloud Computing? Cloud Computing is a utility service - giving you access to technology resources managed by experts and available on-demand. You simply access these services over the internet, with no up-front costs and you pay only for the resources you use.

7. The AWS Cloud Your Application Tools to access services Libraries and SDKs .NET/Java etc. Web Interface Management Console Tools AWS Toolkit for Eclipse Command Line Interface Cross Service features Authentication and AuthorizationAWS IAM, MFA Monitoring Amazon CloudWatch Deployment and Automation AWS Elastic BeanstalkAWS CloudFormation Platform building blocks Content Delivery Amazon CloudFront Email Amazon SES Payments Amazon DevPay Amazon FPS Parallel Processing Amazon Elastic MapReduce Messaging Amazon SNS Amazon SQS Workforce Amazon Mechanical Turk Infrastructure building blocks Compute Amazon EC2 Network Amazon VPC Elastic LB Amazon Route 53 Storage Amazon S3 Amazon EBS Database Amazon RDS Amazon SimpleDB Amazon Global Physical Infrastructure (Geographical Regions, Availability Zones, Edge Locations)

8. The Cloud Scales

9. The Cloud Scales Every day, Amazon Web Services adds enough new server capacity to support all of Amazon's global infrastructure in the company’s fifth full year of operation, when it was a $2.76B annual revenue enterprise.

10. The Cloud Scales: Customers in 190 Countries

11. The Cloud Scales: Partner Ecosystem

12. Digital Media Workflow

13. Digital Media Workflow Publish Produce Manage Control Panel REST APIs Production Video/audio capture Workflow Management Job Scheduling Review and Approvals Automation Post Prod Editing Sequencing Transitions Compositing Web Hosting Publishing Playout Playlist Mgmt Broadcast scheduling Ingest Secure Upload VOD and Stream Encode Encode Transcode Transmux CMS/DAM Asset Mgmt Metadata Mgmt DRM Encryption Key Mgmt Source Encode MPEG2-TS Client Playback Devices Runtimes Players Interactivity Monetize Ad Insertion Ad Targeting Analytics Real time stream Reporting Delivery Streaming and HTTP Origin and CDN AuthN/Z Authentication Authorization OTT Delivery OATC Billing integration Signal Transmit Satellite Fiber AWS

14. Data Ingress Ingress Data Transfer – no additional charge Aspera On-Demand to Amazon S3 Up to 700 Mb/s Familiar and Intuitive Client

15. Media Storage - Today Exponential Growth in Digital Files Fixed Storage Assets (Main, Backup 1, Backup 2) Queue of files to Digitize And blood pressure of storage admin Unable to monetize via digital channels

16. Media Storage - AWS Flexible Storage Assets (Main, Backup 1, Backup 2) Exponential Growth in Digital Files Files to digitize Additional revenue opportunities for all content

17. Storage with Amazon S3 Amazon S3 is a highly scalable, durable and available distributed object store designed for mission-critical and primary data storage with an easy to use web service interface. Durability Standard: Designed to provide 99.999999999% durability and 99.99% availability of objects over a given year" Reduced Redundancy: Designed to provide 99.99% durability and 99.99% availability of objects over a given year. This durability level corresponds to an average annual expected loss of 0.01% of objects. Pricing (per GB / per Month)

18. Amazon S3 Control Access to files with built in Access Control Lists and AWS Identity and Access Management – Free Amazon S3 Solution Providers CMS / DAM Solution Providers Ooyala STL Secure data with encryption at REST SafeNet – ProtectV Trend Micro - SecureCloud

19. Transcoding - Today Exponential Growth in Digital Files Queue and Wait times Fixed Hardware Leads to missed business opportunities and lower revenue (i.e. not able to support the launch of yet another mobile device)

20. Transcoding – Amazon EC2 Queue and Wait times Exponential Growth in Digital Files Flexible Hardware to meet Demand When the job is done, shut down the extra servers to save $ Flexibility creates new business opportunities

21. Netflix Example Netflix needed to transcode 17,000 titles (80TB of data) to support the launch of Sony PS3. They provisioned 1200 Amazon EC2 instances and completed the transcoding process in just days.

22. Transcoding on Amazon EC2 Flexibility: Support for Windows, Linux, Novell, RedHat, etc.. Supports all major web and application platforms Deploy across Availability Zones for reliability Monitors status and usage Solution Providers Sorenson Media Encoding.com Panvidea

23. Analytics - Today Exponential Growth in Customer Data Customer Experience Fixed Hardware Revenue opportunities may be missed when you are unable to optimize and personalize the customer experience

24. Analytics with AWS Customer Experience Exponential Growth in Customer Data Flexible hardware to immediately handle increased processing When the job is done, shut down the extra servers to save $ IT flexibility creates new revenue opportunities

25. Analytics Options on AWS AWS Elastic MapReduce Data Warehouse Providers Oracle SAP Aster Data nCluster Vertica Analytics Services Ooyala http://www.s3stat.com/ Interactive Agencies – Razorfish

26. Amazon CloudFront (CDN) Amazon CloudFront is a flexible, high performing, easy-to-use content delivery service without long-term contracts, overage charges, long-term commitments or minimum fees. Self-service signup, API self-service, pay-as-you-go pricing, control over the origin for live streaming, and Integration with other AWS Services Reach a global audience with 19 edge locations in key markets Serve video to different platforms Options for HTTP download and Flash streaming Stream live events Protect valuable assets Policy based authentication, SSL delivery and RTMPE streaming Understand viewing patterns Detailed access logs and integration with analytics packages

27. Case Studies and Use Cases

28. Challenge: In 2008 Netflix suffered an outage due to single points of failure with 2 key databases. They looked to re-architect for high availability and move to a service oriented architecture. Growth: Accelerating and unpredictable, product launch spikes (i.eWii). Could not build datacenters fast enough. Solution: “AWS is the market leader and has been able to create a continuous and virtuous cycle. Large AWS customers demand (and receive) continuous improvements from AWS. Those improvements, in turn, attract more large customers and the cycle then repeats itself.” – Kevin McEntee, VP Content Engineering, Netflix

29. Benefits: “We moved to the clouds looking for availability. We have also found a tremendous agility by eliminating complexity, process, and control.” – Kevin McEntee, VP Content Engineering

31. Amazon EC2

32. Amazon S3

33. Amazon S3

34. Amazon EMR

35. Hive

36. BI

37. DRM

38. Bookmarks

39. Logging

40. Search

41. Movie Choosing

42. Ratings

43. Similars

44. Metadata

45. Device Config

46. TV Movie Choosing

48. Benefits: For encoding jobs Ooyala leverages spot instances to save money and gain immense scale. Sean Knapp stated that “wait times have practically disappeared.” Agility – Developers are able to focus improving and growing the business, not on the infrastructure. Almost 100% on AWS Web application – Amazon EC2 Encoding – Amazon EC2 and Resque Digital Asset Management – Amazon S3 / Amazon EC2 Monetization with Amazon Flexible Payments

49. Challenge: Previous CDN had streaming error rates that were above PBS’s standards. Solution: After monitoring multiple CDNs for a few weeks, PBS Interactive found that CloudFront had a significantly lower error rate than the incumbent CDN. As a result, they migrated the majority of PBS videos to Amazon S3 storage and delivered them via Amazon CloudFront.

50. Benefit: PBS Interactive says it has experienced fifty percent fewer errors in its video streaming performance. PBS is delivering nearly 1PB of streaming video a month via Amazon CloudFront As with all the AWS services we leverage, using Amazon CloudFront is so simple and reliable that the team doesn’t have to think about it. It all just works, freeing us to focus on building cool applications.” - Drew Engleson, Chief Architect at PBS

51. AWS Premium Support

52. Next Steps: Migrate Applications: Whitepaper http://bit.ly/awsmigration Recorded Migration Webinar http://bit.ly/awsmigrationwebinar Contact an AWS Enterprise Account Manager: http://aws.amazon.com/contact-us/aws-sales/ Me: jbarr@amazon.com @jeffbarr on Twitter http://www.jeff-barr.com

53. Thank You!