3. • Why Enterprises Choose AWS
• Enterprise Applications Architectures
• Seven design principals for AWS
• Best Practices
• Migration Approach
• Calculating Total Cost of Ownership (TCO)
• Customer Project : Migration lessons learned
• Next steps

5. No Up-Front
Capital Expense
Pay Only for
What You Use
Self-Service
Infrastructure
Easily Scale
Up and Down
Improve Agility &
Time-to-Market
Low Cost
Deploy

7. Technology
stack
On premise solution AWS
Network VPN, MPLS AWS VPC, VPN, AWS Direct Connect
Security Firewalls, NACLs, routing tables, disk
encryption, SSL, IDS, IPS
AWS Security Groups, AWS
CloudHSM,
NACLs, routing tables, disk encryption,
SSL, IDS, IPS
Storage DAS, SAN, NAS, SSD AWS EBS, AWS S3, AWS EC2
Instance storage (SSD), GlusterFS
Computer Hardware, Virtualization AWS EC2
Content Delivery CDN Solutions AWS CloudFront
Databases DB2, MS SQL Server, MySQL,
Oracle, PostgresSQL, MongoDB,
Couchbase
AWS RDS, AWS DynamoDB, DB2, MS
SQL Server, MySQL,PostgesSQL,
Oracle, MongoDB, Couchbase
Load Balancing Hardware and software load
balancers, HA Proxy
AWS Elastic Load Balancer, software
load balancers, HA Proxy
Scaling Hardware and software clustering,
Apache ZooKeeper
AWS Auto Scaling, software clustering,
Apache ZooKeeper
Domain Name
Services
DNS providers AWS Route 53

8. Technology
stack
On premise solution AWS
Analytics Hadoop, Cassandra AWS Elastic MapReduce, Hadoop,
Cassandra
Data Warehousing Specialized hardware and software
solutions
AWS RedShift
Messaging and
workflow
Messaging and workflow software AWS Simple Queuing Service, AWS
Simple Notification Server, AWS Simple
Workflow Service
Caching Memcached, SAP Hana AWS ElastiCache, Memcached, SAP
Hana
Archiving Tape library, off site tape storage AWS Glacier
Email Email software AWS Simple Email Service
Identity Management LDAP AWS IAM, LDAP
Deployment Chef, Puppet AWS AMIs, AWS CloudFormation, AWS
OpsWorks, AWS Elastic Beanstalk, Chef,
Puppet
Management and
Monitoring
CA, BMC, Rightscale AWS CloudWatch, CA, BMC, Rightscale

12. 1. Design for failure and nothing fails
2. Loose coupling sets you free
3. Implement elasticity

13. 4. Build security in every layer
5. Don’t fear constraints
6. Think parallel
7. Leverage different storage options

14. Design for failure
– Avoid single points of failure
– Assume everything fails and design backwards
• Goal: Applications should continue to function even if the underlying physical hardware
fails or is removed/replaced.
App
Server
Database
Server
(Primary)
Database
Server
(Secondary
)
Automatic
failover

15. Loose coupling sets you free
– Use a queue to pass messages between components
Web
Servers
App
Servers
Video
Processing
Servers
Queue
Decouple tiers
with a queue

16. Implement elasticity
– Elasticity is a fundamental property of the cloud
– Don’t assume the health, availability, or fixed location of components
– Use designs that are resilient to reboot and re-launch
– Bootstrap your instances
• When an instance launches, it should ask “Who am I and what is my role?”
– Favor dynamic configuration

17. Build security in every layer
Security is a shared responsibility. You decide how to:
– Encrypt data in transit and at rest
– Enforce principle of least privilege
– Create distinct, restricted Security Groups for each application role
• Restrict external access via these security groups
– Use multi-factor authentication

18. Don’t fear constraints
– Need more RAM?
• Horizontal : Consider distributing load across machines or a shared cache
• Vertical : Stop and restart instance
– Need better IOPS for database?
• Instead, consider multiple read replicas, sharding, or DB clustering
– Hardware failed or config got corrupted?
• “Rip and replace”—Simply toss bad instances and instantiate replacement

19. Think parallel
– Experiment with parallel architectures
Same cost (i.e., 4
instance hours), but
parallel is 4x faster
Hour 1 Hour 2 Hour 3 Hour 4

21. Auto Scaling and Elasticity
“AWS enables Netflix to quickly
deploy thousands of servers and
terabytes of storage within
minutes. Users can stream Netflix
shows and movies from anywhere
in the world, including on the web,
on tablets, or on mobile devices
such as iPhones.”
From 40 EC2 instances to 5k
instances after launching the
Facebook application

22. High Availability
Within Amazon EC2, Airbnb is
using Elastic Load Balancing,
which automatically distributes
incoming traffic between multiple
Amazon EC2 instances.
HA using Elastic Load Balancer
with Apache-WLS, Oracle
WebLogic and Oracle RAC in a
multi-AZ configuration

23. Disaster Recovery
Washington Trust Bank and AWS
Advanced Consulting Provider IT-Lifeline
use the AWS cloud to cut
disaster recovery costs, reduce
overhead, and improve recovery time
in a compliance-driven industry.
DiskAgent protects their healthcare
industry customers against physical
systems damage by storing backed-up
records offsite, in multiple
Amazon data centers.

24. VPC
• Use it…VPC by default for new
accounts
• Database in private subnet
VPN
• Redundant connections
• Consider two Customer Gateways
• Dynamic routing (BGP) over static
(ASA)
NAT
• Set up multi-AZ NAT
IDS/IPS
• Trend Micro, AlertLogic, Snort
• Host based
• Conduct penetration test : prior
approval from AWS
Dedicated, secure connection
• Direct Connect - 1 Gbps or 10 Gbps
Fail over
• ELB : Multi-AZ
• Route 53 : Geo/region

25. Next Session

26. EBS
• PIOPS (applies to I/O with a block size
of 16KB)
• Stripe using RAID 0, 10, LVM, or ASM
• RAID 10 (can decrease performance)
• Snapshot often : Single volume DB
• 20 TB DB size (potential max) :
Depends upon IOPS and instance type
(1 Gbps or 10 Gbps)
Tuning
• Maintain an average queue
length of 1 for every 200
provisioned IOPS in a minute
• Pre-warm $ dd of=/dev/md0
if=/dev/null
• fio, Oracle ORION
• Database Compression
File system
• ext3/4, XFS (less mature)
• Try different block sizes : start
with 64K
Stripping
• Stripe multiple volumes for more
IOPS (e.g., (20) x 2,000 IOPS
volumes in RAID0 for 40,000 IOPS)
• ASM (Oracle) with external
redundancy
• More difficult to Snapshot : Use
OSB, database backup solution
Storage
• Use Instance storage for
temporary storage or database

27. AMIS
• Use vendor provided
• Build your own AMI
Boot Strapping
• User data/scripts
• CloudFormation
• Consider Chef, Puppet,
OpsWorks
EC2
• EBS optimized, cluster compute
and storage optimized instances
• SSD backed for high performance
IO : hi1.4xlarge has 2 TB of SSD
attached storage
• SSD backed, high memory instance for
cached database using Oracle Smart
Flash Cache: cr1.8xlarge has 240 GB of
SSD plus 244 GB of memory and 88
ECUs
• Turn off (stop) when not using
EBS
• Install software binaries on a separate
EBS volume
https://s3.amazonaws.com/cloudformation-examples/
BoostrappingApplicationsWithAWSCloudFormation.pdf

28. Scaling
• Vertical Scaling with EC2 : stop instance and change instance type
• Horizontal scaling for web and application severs : auto scaling
• Horizontal Scaling for Database with Read Replicas and multi-AZ
• This will need to be configured using Oracle Active Data Guard, Oracle
GoldenGate, 3rd party technology
• Amazon CloudWatch : detailed monitoring, custom metrics
• Amazon Route 53 : Latency based routing to route traffic to region closest
to the user Requires replicated, sharded, or geo dispersed databases
HA
• Elastic IPs and Elastic Network Interfaces (ENIs)
• Active-passive multi-AZ using Oracle Data Guard or other replication
solutions
• Active-Active multi-AZ using Oracle GoldenGate or other replication solutions
• Amazon Route 53 : Now supports health checks for multi-region HA
• ELB : Web and Application Server for multi-AZ HA. Health checks (HTML file)
to see if Oracle DB is up and running. Associate ENI / Elastic IP to new
Oracle DB.

30. http://aws.amazon.com/whitepapers

31. Questions to ask?
• Is it a technology fit?
• Is there a pressing business
need the migration would
address?
• Is there an immediate or
potentially big business
impact the migration may
have?
Existing
Applications
“No-brainer to
move” Apps
Planned
Phased
Migration
Examples
• Dev/Test applications
• Self-contained Web Applications
• Social Media Product Marketing Campaigns
• Customer Training Sites
• Video Portals (Transcoding and Hosting)
• Pre-sales Demo Portal
• Software Downloads
• Trial Applications

32. Proof of
concept will
answer tons
of questions
quickly
• Get your feet wet with Amazon
Web Services
– Learning AWS
– Build reference architecture
– Be aware of the security features
• Build a Prototype/Pilot
– Build support in your organization
– Validate the technology
– Test legacy software in the cloud
– Perform benchmarks and set
expectations

33. • Select apps
• Test platform
• Plan migration
Plan
Deploy
• Migrate data
• Migrate components
• Cutover
• Embrace AWS
services
• Re-factor
architecture
Optimize

34. One-time upload w/
constant delta updates
Data Size*
* relative to internet bandwidth and latency
Data Velocity Required
UDP Transfer Software
(e.g., Aspera, Tsunami, …)
Attunity Cloudbeam
AWS Storage Gateway
Riverbed
AWS Import / Export
Transfer to S3
Over Internet
Hours
Days
GBs TBs

35. Forklift Embrace Optimize
Effort Scalability Operational Burden
Forklift Embrace AWS Optimize for AWS
• May be only option for
some apps
• Run AWS like a virtual
co-lo (low effort)
• Does not optimize for
on-demand (over-provisioned)
• Minor modifications to
improve cloud usage
• Automating servers
can lower operational
burden
• Leveraging more
scalable storage
• Re-design with AWS
in mind (high effort)
• Embrace scalable
services (reduce
admin)
• Closer to fully utilized
resources at all times

36. Forklift steps:
AMI-1 @
C1.Medium
AMI-2 @
M2.XLarge
AMI-5 @
M2.2XLarge
AMI-1 @
C1.Medium
AMI-2 @
M2.XLarge
Match resources and build AMIs
• Thinks about application
needs not server specs
• Build out custom AMI for
application roles
AMI-4 @
M1.Large
AMI-3 @
C1.Medium
AMI-6 @
M2.XLarge
Convert appliances:
• Map appliances to AWS
services or virtual appliance
AMIs
Deploy supporting components:
• NAS replacements
• DNS
• Domain controllers
Secure the application
components:
• Use layered security groups to
replicate firewalls
ELB

37. Master
Database
Network
Filesystem
Steps to Embrace AWS:
Web
Server
Web
Server
App Server
ELB
Web
Server
Network
Filesystem
Rethink storage:
• Leverage S3 for scalable
storage
• Edge cache with CloudFront
• Consider RDS for HA RDBMS
Web
Server
App Server
Domain
Controller
DNS
Scale out and in on-demand:
• Use CloudWatch and Auto-scaling
to auto-provision the
fleet
App Server App Server
Web Tier
Auto-scaling Group
App Tier
Auto-scaling Group
Parallelize processing:
• Bootstrap AMIs for auto-discovery
• Pass in bootstrapping
parameters
• Leverage configuration
management tools for
Config automated build out
Management
Server

38. App Server App Server
A Phased Migration to AWS - Optimize
Steps to Optimize for AWS:
Web
Server
Web
Server
Network
Filesystem
Domain
Controller
SQS
DNS
Use Spot where possible to reduce
costs
Web
Server
Web
Server
Web Tier
Auto-scaling Group
App Tier
Auto-scaling Group
Config
Management
Server
Re-Rethink storage:
• Break up datasets across
storage solutions based on
best fit and scalability
Parallelize processing:
• Spread load across multiple
resources
• Decouple components for
parallel processing
EMR
App
Server
App
Server
App
Server
Embrace scalable on-demand
services
• Scale out systems with
minimal effort
• Route53
• SES, SQS, SNS
• …
Route
53

40. #1 Start with a use case or an application – compare apples to apples, capacity
utilization, networking, availability, peak to average, DR costs, power etc.
#2 Take all the fixed costs into consideration
(Don’t forget administration, maintenance and redundancy costs)
#3 Use Updated Pricing (compute, storage and bandwidth)
Price cuts, Tiered Pricing and Volume Discounts
#4 Use variable capacity & reserved instances where they fit the business needs
#5 Intangible Costs – Take a closer look at what is built in with AWS – security,
elasticity, innovation, flexibility

41. 3 or 5 Year Amortization
Use 3-Year Heavy RIs or Fixed RIs
Use Volume RI Discounts
Ratios (VM:Physical, Servers:Racks, People:Servers)
Mention Tiered Pricing
(Less expensive at every Tier : network IO, storage)
Cost Benefits of Automation (Auto scaling, APIs,
Cloud Formation, OpsWorks, Trusted Advisor,
Optimization)
DOs
DON’Ts
BONUS

42. Forget Power/Cooling
(compute, storage, shared network)
Forget Administration Costs (procurement, design,
build, operations, network, security personnel)
Forget Rent/Real Estate
(building deprecation, taxes, shared services staff)
Forget VMware Licensing and Maintenance
Costs
Forget to mention Cost of “Redundancy”, Multi-
AZ Facility
DOs
DON’Ts
BONUS

43. Time from ordering to procurement
(Releasing early = Increased Revenue)
Cost of “capacity on shelf” (top of step)
Incremental cost of adding an on-premises
server when physical space is maxed out
Real cost of resource shortfalls (bottom of step)
Cost of disappointed or lost customers when
unable to scale fast enough
DOs
DON’Ts
BONUS

45. • Trusted Advisor: Draws upon best practices learned from AWS’
aggregated operational history of serving hundreds of thousands of
AWS customers. The AWS Trusted Advisor inspects your AWS
environment and makes recommendations when opportunities exist to
save money, improve system performance, or close security gaps.
• Apptio: Leader in technology business management (TBM), a new
category and discipline backed by global IT leaders that helps you
understand the cost, quality, and value of the services you provide.
• CloudHealth: Delivers business insight for your cloud ecosystem.
Designed for management and executive teams to to optimize AWS
performance and costs.

47. • Leading provider of white label mobile applications and services to real
estate industry
• Powers more real estate app titles than any other in the real estate vertical
• Multi-level marketing platform
© 2013 smartShift. All rights 9/15/2014
reserved
47

48. From
RETS
system Windows
PREPROC
Oracle
11g DB
Daily
Database
Backup
EBS
Snapshots
Primary
Oracle
11g DB
Active
Standby
Oracle
11g DB
Apache+
HAProxy
1
JBoss
Node 3
Windows
Downloader
Server
Downloader
Server
From
RETS
system
3rd Party
protocol
Internet
PREPROC
Oracle 11g
DB
Application
Code
Bucket
JBoss
Node n
JBoss
Node 2
JBoss
Node 1
Auto scaling Group
Redo Log
Shipping
Apache+
HAProxy
2
DNS Provider
(R53,
DNSMadeEasy)
Availability Zone Availability Zone

49. • Choose great partners
• Understand the cloud capabilities trajectory (rapid pace of
innovation)
• Have a strong methodology
• Implement rich and detailed monitoring
• Plan for, and perform as many launch rehearsals as possible
• EBS provisioned IOPS works as promised
• AWS continues to rapidly improve services (4K IOPS now
available) and reduce costs
• Multi-AZ implementation
• Rehearsed DB restorations

50. • The cloud-based system operates as expected in terms
of performance and cost
• Cloud costs as per our projection (with the use of
reserved instances)
• Project delivered on budget
• Operational staff requirements reduced
• Incidentally, physical infrastructure failed on 07/10/13 –
would have resulted in a total service outage
• Lower overall incident rate
• Application and storage performance highly consistent
• Infrastructure now a selling point for the business

51. Here are some additional resources:
• Get started with a free trial
– http://aws.amazon.com/free
• White papers
– http://aws.amazon.com/whitepapers/
• Reference Architectures
– http://aws.amazon.com/architecture/
• Enterprise on AWS
– http://aws.amazon.com/enterprise-it/
• Executive level Overview : Extending Your Infrastructure to the AWS Cloud (4 minutes)
– http://www.youtube.com/watch?v=CsGqu5L_PFI
• Simple Monthly Pricing Calculator
– http://calculator.s3.amazonaws.com/calc5.html
• TCO Calculator for Web Applications
– http://aws.amazon.com/tco-calculator/
tomlasz@amazon.com