As more organizations seek to leverage the power and benefits of the cloud, they also need to combine new systems with exiting on-premises systems. Services such as Virtual Private Cloud, VPN and DirectConnect enable AWS customers to combine on-premises and cloud-based resources easily and effectively. This session will walk customers through the 4 main patterns of connectivity and will include a ""real time"" demonstration of how easy it is to setup your own VPC and start working in your own private section of the AWS Cloud.

1. Delivering Search for Today's Local,
Social, and Mobile Applications
Brian Pinkerton
VP and GM Amazon A9 and CloudSearch
July 18, 2013

2. Agenda
• Local, social, and mobile search
• Building with CloudSearch
• CloudSearch in action
• ManageFlitter on CloudSearch, James Peter, CTO & Co-Founder, 89n

3. The Rise of Mobile Search
• 45% of users 18-29 use mobile search daily (Icebreaker Consulting)
• Mobile searches (85.9B) are projected to exceed desktop searches
(84B) for in 2015 (eMarketer)
• 17% of users make a purchase after a mobile search (Juniper
Research)

4. Local, Social, Mobile Search Needs
• Location-based
• Rapidly scale in response to social trends
• Server-side importance
• Social relevance based on friends
• Optimized for the small screen
– Better autocorrect, spelling suggestions/corrections

5. Search Challenges
• Complex, expertise required
• Costly, often with upfront expenditure
• Long time to market, slow innovation & experimentation
• Operational overhead is undifferentiated work

7. Amazon CloudSearch
• Pay for infrastructure you need when you need it
• Low cost
• No need to guess capacity
• Experiment fast with low risk
• We do the undifferentiated heavy lifting
• Go global in minutes

8. CloudSearch in Context

9. Amazon CloudSearch Overview
DNS / Load Balancing AWS Query
Search API Console Config
API
Command
Line Tools
ConsoleDoc
Svc API
Command
Line Tools
Console
SEARCH SERVICE
Search Documents
DOCUMENT SERVICE
Add Documents
Update Documents
Delete Documents
Create Domains
Configure Domains
Delete Domains
CONFIG SERVICE
Search Domain

10. Automatic Scaling
SEARCH INSTANCE
Index Partition n
Copy 1
SEARCH INSTANCE
Index Partition 2
Copy 2
SEARCH INSTANCE
Index Partition n
Copy 2
SEARCH INSTANCE
Index Partition 2
Copy n
SEARCH INSTANCE
DATA Document Quantity and Size
TRAFFIC
Search
Request
Volume and
Complexity
Index Partition n
Copy n
SEARCH INSTANCE
Index Partition 1
Copy 1
SEARCH INSTANCE
Index Partition 2
Copy 1
SEARCH INSTANCE
Index Partition 1
Copy 2
SEARCH INSTANCE
Index Partition 1
Copy n

11. Automatic Scaling
SEARCH INSTANCE
Index Partition n
Copy 1
SEARCH INSTANCE
Index Partition 2
Copy 2
SEARCH INSTANCE
Index Partition n
Copy 2
SEARCH INSTANCE
Index Partition 2
Copy n
SEARCH INSTANCE
Index Partition n
Copy n
SEARCH INSTANCE
Index Partition 1
Copy 1
SEARCH INSTANCE
Index Partition 2
Copy 1
SEARCH INSTANCE
Index Partition 1
Copy 2
SEARCH INSTANCE
Index Partition 1
Copy n
Compute
Storage
Load Balancing
Security
DATA Document Quantity and Size
Search
Request
Volume and
Complexity

12. Search
App
Server
CloudSearch
Query (URL)
Results (JSON/XML)

14. Text Search

15. Highly Relevant Results

16. Faceted
Drilldown

17. Integer Range Searching

18. Complex Queries

19. Text fields for matching
user terms
Result enabled to
retrieve source data

20. Literal fields for Faceting
Facet enabled to retrieve
facets
Search enabled for
narrowing

21. Integer fields for
ranking, narrowing

22. BUILDING WITH AMAZON
CLOUDSEARCH

23. Create An Amazon CloudSearch Domain

24. Configure the Domain

25. Data Preparation and Upload
SDF
Batch
Amazon
CloudSearch
Search
Documents

26. CloudSearch SDF
[{"type":"add",
"id": "b007oznzg0",
"version": 1,
"lang": "en",
"fields": {
"title":"Kindle Paperwhite",
"description":"World's most advanced e-reader",
"category": ["Electronics","eBook Readers"],
"price":11900
} }, ...]

27. Document Service API
http(s)://< document service endpoint >/2011-02-01/documents/batch
Accept: application/json
Content-Length: 1176
Content-Type: application/json
Host: doc.imdb-movies-rr2f34ofg56xneuemujamut52i.us-east-
1.cloudsearch.amazonaws.com
[{ ,"id":"b007oznzg0","version": 1,"lang": "en","fields":
{"title":"Kindle Paperwhite","description":"World's most advanced e-
reader","category":["Electronics","eBook Readers"],"price":11900} },
{ , "id": "tt0434409", "version": 1337648735 } ]

28. Search Service API
http(s)://< search service endpoint>/2011-02-01/search?
• Simple searches
– q= text
• Boolean combination of fields
– bq= (or field:'value1' (and field:'value2' field:'value3'))
• Faceting
– facet= comma separated list of facet fields
• Pagination
– start=, size=
• Customized ranking
– rank= sort results based on the rank expression provided e.g. -text_relevance * log10(unit_sales)

29. Search Results
{"rank": "-text_relevance",
"match-expr": "(label 'kindle paperwhite')",
"hits": { "found": 204, "start": 0,
"hit": [ { "id": "sontsst12cf5f88b42" },
{ "id": "sopvopr12ab017f082" },
{ "id": "sorzrpw12ac468a13b" },
] },
...
}

30. CLOUDSEARCH IN ACTION

31. The Week – Mobile App
• Mobile news app with commentary and analysis
of breaking news
• CloudSearch enabled keyword search, results
ranking, social sharing
• Impact
– Increased usage, user engagement
– More page views
– Higher user growth

32. Viddy
• Capture, create, and share 30-
second social videos with friends
• Migrated entirely from Lucene to
CloudSearch in 3 days
• Operation costs reduced from $5-
6K/mo. to $1600/mo.
• 5x increase in search usage
• Freed up development resources
for innovation

33. James Peter, 89n
ManageFlitter on CloudSearch

34. ManageFlitter Background
• ManageFlitter helps businesses and
personal brands manage their Twitter
accounts
• Work faster and smarter with Twitter
– Unfollowing & Following
– Analytics
– Engagement
– Search
• 1.7 million users over 3 years
• Customers from over 100 countries

35. ManageFlitter Background
• Billions of social connections
processed daily
• ManageFlitter makes the ‘Big Data’
analysis associated with social
accounts accessible to everyone
• We require tools that can keep up
with our fast growth and high
throughput

36. ManageFlitter Background
Every 24 hours
• Read 732,916,544 social graph connections
• Write 7,517,513 social graph updates
(940,622 follows - 6,576,891 unfollows)

37. ManageFlitter Background
Cached data
• 90 million unique Twitter accounts
? Search service

38. Search Infrastructure Requirements
• Low operational overhead (no 3am wakeup calls)
• Can really automatically scale
• Handle large amounts of frequently updated data
• Easy to prototype and low cost to try

39. ManageFlitter CloudSearch Deploy Timeline
Prototype
(1 day)
Test
(1 week)
Launch
NowMay 29, 2012

40. Search Architecture
CloudSearch
Data Provider
Memcache
MySQL
Web Servers
Visitors
Social Data

41. Search Architecture
Data Provider
Web Servers
Visitors
Social Data
1000
CloudSearch
Memcache
MySQL
Per second
950 records added/updated
400 records deleted

42. Search Architecture
Data Provider Visitors
1000
CloudSearch
Memcache
MySQL
Web Servers
Social Data

43. Search Architecture
CloudSearch
Data Provider
Memcache
MySQL
Web Servers
Visitors
Social Data

44. http://manageflitter.com/search

45. http://manageflitter.com/search

46. Key Benefits
• Operational overhead has been incredibly low
– Saving $100,000+ per year on headcount by not needing dedicated engineers
– Saving $131,856 per year on hardware by running in the cloud
• CloudSearch team has been very responsive
• From prototype to production with very little work
• HTTP API has been easy to work with & platform independent
• Can handle 90,000,000+ frequently updated documents

47. Future Plans
• Take advantage of transparent
scaling & drive more people to
our search product
• Bring location based searches
to the fore-front

48. Thank You
James Peter
CTO & Co-Founder 89n
 Web http://www.manageflitter.com
 Twitter @zemaj
 Email james@89n.com

49. Summary
• Powerful search is a critical component of today's local, social
and mobile applications
• Amazon CloudSearch makes adding search easy
• Just create a domain, POST documents, GET search results

50. Resources and Q&A
Get started for free: 30 days
Amazon CloudSearch Overview Page
http://aws.amazon.com/cloudsearch/
• FAQs
• Community Forum
• Documentation & Getting Started Tutorial (IMDb)

51. Technical Track