Opening Keynote by Dr. Werner Vogels

1. Bangalore

2. @werner
werner@amazon.com

4. Hotels Music Magazines Storage

6. 400,000
people are hosted
on any given night

7. Total Number of Guests
January 2013
4 Million
15M
12M
9M
3M
Sep 2008 Mar 2009 Sep 2009 Mar 2010 Sep 2010 Mar 2011 Sep 2011 Mar 2012 Sep 2012 Mar 2013 Sep 2013
Mar 2014 Jun 2014
6M

8. June 2014
15 Million
Total Number of Guests
Up By Over 10 Million In One Year
15M
12M
9M
3M
Sep 2008 Mar 2009 Sep 2009 Mar 2010 Sep 2010 Mar 2011 Sep 2011 Mar 2012 Sep 2012 Mar 2013 Sep 2013
Mar 2014 Jun 2014
6M

9. 1,400
1,050
700
350
0
Total Number of EC2 instances
24 48
432
2010 2014
1,300

10. Why AWS?

11. We have a 5 person
operations team.
AWS allows us to devote our resources
and mindshare to the core business.
“
”

13. Remove Waste
Your
Business
70%
On-Premise
Infrastructure
30%
Waste is anything that does not lead to
direct value for the customer

14. Remove Waste with Cloud
AWS
Cloud-Based
Infrastructure
Your
Business
More Time to Focus on
Your Business
Configuring
Your Cloud
Assets
70%
70% 30%
On-Premise
Infrastructure
30%
Managing All of the
“Undifferentiated Heavy Lifting”

15. The failure of traditional IT projects
31% of projects never complete
52% of completed projects overrun the budget
Why do they fail?
Inaccurate resource estimates
Changing requirements
Unmanaged risks & assumptions
Increasing complexity

17. Forces Driving New Resource Models
Increasing Uncertainty
Growing Abundance
Intensifying Competition
Growing Power of Customers
Decreasing Brand Loyalty
Limited access to Capital

18. UNCERTAINTY

19. Addressing Uncertainty
Acquire resources on demand
Release resources when no longer needed
Pay for what you use
Leverage other’s core competencies
Turn fixed cost into variable

24. EXPERIMENT
CONTINUOUSLY

25. MEASURE
RELENTELESSLY

26. LEARN

27. Earth’s
most customer-centric
company

28. Customer-Centric
Listen
Invent
Personalize

29. What is not going to change?

30. Customer-Experience
Selection
Low Prices
Convenience

31. Build fly-wheels

32. Working from the customer
backwards
Press Release
FAQ
User Interaction
User Documentation
Development Docs

33. If you want to increase
innovation, you have to
lower the cost of failure.
“
Joi Ito
Director, MIT Media Lab
”

34. Bangalore

35. AWS @ TATA Motors
Engaging our Customers – Easier on the Cloud
Jagdish Belwal, CIO, Tata Motors

36. Driving Innovation Globally

37. Unprecedented Change

38. Technology to Enable Business Alignment
• Adopt velocity enablers like mobility and cloud
• Digital engagement with customers
• Enable collaboration
• Increase availability of systems
• Enable new formats of business

39. AWS helps us deliver…
Digital Client Engagement
Support Programs
Loyalty Programs
Streaming Solution
Internal Social Media Pilot
SharePoint

40. Telematics - Vehicle Monitoring
& Tracking
Features
• Real Time Tracking
• Geo Fencing
• SMS and Email Alerts
• Remote Unit Management
More Efficiency & Profits
Happy Clients 
AWS helps us deliver…

41. Servigistics and Vectorflow
• Flexible & OnDemand planning runs
• Use more constraints, get better results
• Focus on planning, not on IT
• Reduced costs
• Drive Efficiency in Supply Chain
Happy Channel Partners 
AWS helps us deliver…

42. AWS helps us Do More with Less $

43. Our cloud journey has just begun

45. The benefits of cloud
computing

46. 1. Trade Capital Expense for Variable Expense
On-Premises
$0 to get started
Pay as you go
Saved $34M on
SmartHub app

47. 2. Lower Variable Expense Than Going it Alone
Reduced IT costs
by 40% over a five
year period
Reduced web
infrastructure cost
by 50%
Reduce IT
infrastructure cost
by 60%

48. 3. You Don’t Need to Guess Capacity
Self Hosting
Actual demand
Waste
Predicted Demand
Rigid
The Cloud
Actual demand
Elastic

49. Typical Weekly Traffic to Amazon.com
Sunday Monday Tuesday Wednesday Thursday Friday Saturday

50. Typical Weekly Traffic to Amazon.com
39%
Sunday Monday Tuesday Wednesday Thursday Friday Saturday
61%

51. November Traffic for Amazon.com

52. November Traffic for Amazon.com
76%
24%

53. November 10th, 2010
October 31, 2011

54. November Traffic for Amazon.com

55. 4. Dramatically Increase Speed & Agility
Old World: Infrastructure in Weeks AWS: Infrastructure in Minutes
Add New Dev Environment
Add New Production Environment
Add New Environment in Japan
Add 1,000 Servers
Remove 1,000 servers
aws.amazon.com/managementconsole
Instance Type M3 Extra Large
Number of Instances 1,000
Availability Zone US-West-2b
Launch

56. Increase Innovation When The Cost of Failure Approaches
Zero
Old world: AWS:
Experiment infrequently
Failure is expensive
Less innovation
Near $0
Experiment often
Fail quickly at a low cost
More innovation

57. 5. Stop Spending Money on Undifferentiated Heavy Lifting
so you don’t have to...
buy and install new hardware
set up and configure new software
build new data centers
We take care of...
Data Centers
Power
Cooling
Cabling
Networking
Racks
Servers
Storage
Labor

58. 6. Go Global in Minutes

59. How are enterprises using
the cloud in 2014?

60. #1: New Workloads
Product prototyping
& design
Audience
management &
creative design
Hotel booking
engine
Biological
data research
Global deals
engine
Video streaming
App streaming Firmware
SIM card credit News
distribution
upgrades
Mobile
games
Mobile music
discovery

61. #2: Development and Testing
70% reduction in
operational costs
Sharepoint
and SAP
Do more dev and
test work, faster
SAP
Oracle
Reduced dev and test
environment costs

62. #3: Supplement Existing
Workloads with the Cloud
Analytics
Export operational data to
Amazon Redshift for analysis
2X faster queries at 1/2 the cost
Equipment leasing
app
Disaster recovery SSAE 16-
compliant to restore all data
within 2 hours
Operational
applications
Export data to AWS for
analytics processing

63. #4: Supplement Workloads with
Existing On-premises Infrastructure
AWS serves up application
content & data
Integration back to Samsung
Data Centers for financial
transactions
Existing systems

64. #5: Migrating Existing Applications
Migrated 500 web
properties in 5 months
1,700 web properties
New product websites
in 2 days vs. 2 weeks
Migrated clinical trials
simulations platform
Simulations in 1.2hrs vs. 60hrs
64% reduction in costs

65. #6: Data Center Migration
From 40 data
centers, down to 6
9X increase in
AWS usage
APIs help govern
usageand control cost
Enabling global
collaboration
3,000 applications
by January 2015

66. #7: All-in — IT Entirely in the Cloud
“We have to be great at a
number of things…
operating data centers is
not one of those things”
“We are a hospitality
management organization,
not an IT services company”
2000 applications
migrating to AWS
in 18 months

67. Bangalore

68. Look ma! I’m flying into the cloud!
A story, and other points.
Aditya Vijay Kumar Berlia,
Member of Board, Apeejay Stya and Svran

69. Who is Adi?
• 5th generation family entrepreneur, educationist, philanthropist.
• Stanford University (BS Hons.), Harvard Business School (MBA)
• Works with CII, FICCI, ASSOCHAM, PHD, WHO (India), Bo’ao etc
• Obsessed with improving the world. (WARNING: No good deed goes
unpunished). – SODF, SCAC.
• National Bestselling Fiction Author (who loves kindle). Views and
interviews published in most major publications in India.
• Travelled, lived, worked, hung around, 42 countries – 237 cities.
• Private pilot, loves space (to tears), obsessed with tech, design think,
those little chocolate marzipans, ballroom dancing, great German
bread, grace and elegance.

70. Apeejay Stya and Svrán Group
• The Apeejay Stya and Svrán group is a debt free multi-generation
family business.
• It consists of diversified manufacturing and service companies that
operate in numerous industry verticals.
• Including life sciences, chemicals and plastics, logistics, distribution
and retail, real estate and development, financial services,
Information Technology, automotive industry and publishing.
• The Group also has a large social commitment under the aegis of
the Apeejay Education Society which runs 13 schools, 16 colleges
and India’s first liberal arts university, with 30,000 students and
60,000 alumni.

71. 1998 – Our Challenge: It is all about information.
• Right information.
• Right people.
• Right format.
• Right time.
Y’know – information age / technology.

72. What does 100% in the cloud mean?
• All our data, applications, and systems are in the cloud.
• If you take any computer or server from any 52 locations
in India, 6 locations outside, they will be basically empty.
• Processmaker, Tally, SAP, Box, Joomla, Moodle,
WordPress, Taxman, Terminal Server, SQL, Fox Pro
Distribution System, Asset management, .Net apps,
Project Management, Admissions System, Education ERP,
E-mail, CCTV streams, Fees and Ecommerce, HR files,
Support Tickets, Bug Trackers, LDAP, Two-Factor Auth,
Bio-metric Systems, Office Apps, NAS et al.

73. Our Innovation Philosophy is Simple.
• We ask the critical question - why.
• We focus on Design Think.
• We know we can always do better - win by
iteration.
• We share our mistakes, and learn from them.
• We reward managed risk.

74. A journey that some how led us into the cloud.
• 1998 – Information.
• 1999 – Connections.
• 2002 – Sat down. Sat down!
• 2004 – Virtualization
• 2006 – Hosted with the mosted.
• 2008 – Hello…cloud… (blush!)
• 2010 – Falling in love.
• 2012 – Marriage.
• 2013 – Mmm. Open source.
• 2014 – Strategic plan to take over the world. MWAahaha!

75. Why Amazon?
• Technology and business model leadership
• Consistently platform agnostic.
• Relentless cost cutting – Pricing leadership.
• Focus on customers and the value they bring to
them - we feel it.
• Long-term partners, long term plans.
• Security and Encryption

76. The cloud spiritual ladder
• Step 1: Servers.
• Step 2: Cost Optimization.
• Step 3: Raw Data.
• Step 4: Applications.
• Step 5: Services.
• Step 6: Transcendence – e.g. we are blowing up the
ERP.
• Step 7: ?

77. Key learnings – Come talk to me.
• Cost is obvious, we saved, and continue to save. Look
forward to the intangibles.
• Bending your thinking about information and innovation.
• It is India – WAN optimization, cache etc.
• Faster you go open-source, easier life will become.
• Iterate. Iterate. Iterate.
• Don’t forget to harvest the halo effects.
• Don’t be afraid to break stuff.
• Security – it’s about threat assessment first.
• Have a plan, and a backup plan.

78. Them buzzwords.
Stop.
Devil is in the details.

79. Be awesome.
@dearadi
aberlia@apeejay.com

81. Companies Worry that These are the Only Two Choices
#1 #2
Build a
“private” cloud
Rip and replace
with AWS
#1 #2

82. The Cloud Isn’t An ‘All Or Nothing’ Choice
On-Premises
Resources
Cloud
Resources
Integration
Corporate
Data Centers

83. AWS Support For Hybrid IT Architectures
Active Directory
Network Configuration
Encryption
Back-up Appliances
Users & Access Rules
Your Private Network
HSM Appliance
Cloud back-ups
AWS Identity & Access Mgmt
Amazon Virtual Private Cloud
AWS Cloud HSM
AWS Direct Connect
Your On-Premise
Apps
Your Cloud
Apps
AWS Storage Gateway
Corporate
Data Centers

84. Integration with On-Premises Resources
Integrated
networking
Integrated access
control
Integrated cloud
backups
Single pane
of glass

85. AWS is the place to be to
protect your information from
unauthorized access

86. Secure Resources to Maintain Control
Secure network Secure compute Secure storage
Secure key
management
Governance
Software-defined
private network
Fine-grained access
roles and groups
Encrypted Object
Storage
Private encryption
key management
Geographic data
locality
Dedicated private
network connection
Software-defined
network isolation
Encrypted Block
Storage
Fine-grained access
control
Dedicated instances Single Tenant Block
Storage
In-depth audits

87. Ingestion
Backup Restore
DynamoDB S3
Internal VPC
SQL Clients
& BI Tools EC2
EC2
EC2
EC2
Customer VPC
Amazon Redshift and VPC

88. Amazon WorkSpaces and VPC
Availability Zone A
WorkSpaces
WorkSpaces Subnet 1
Availability Zone B
WorkSpaces
WorkSpaces Subnet 2
AWS
Router Virtual Private
Gateway
Customer
Gateway
On-premises
firewall
Internet
On-premises network

89. Readily available encryption services
to protect our customers.

90. Hardware security modules
Private subnets
Multi-factor authentication
Readily available encryption services
to protect our customers.
AES-256 encryption
SSL for data in transit
IAM federation
VPC by default Key rotation
SOC 1 & 2
SAS70 Type II
FISMA moderate
ITAR
HIPAA
DIACAP
FedRAMP
PCI DSS Level 1
ISO 27001

91. Microsoft Analysis
Services
EC2 Redshift
S3 Glacier
Internal SFTP
Feeds
External feeds
On-premises
databases
BI on EC2
Campaigns
on EC2

92. Redshift encryption
Block key
CloudHSM
Cluster key Cluster key
S3
Block key
Master key
1MB
1MB

93. Amazon Redshift and Encryption
Block key
CloudHSM
Cluster key Cluster key
S3
Block key
Master key
1MB
1MB

95. The Era of Multiple Devices
Managing identities across devices and
keeping data in sync is difficult

96. Amazon Cognito
Fully managed user identity and data synchronization service

97. + +
Identity Synchronization Security

98. Amazon
Cognito

99. Amazon
Cognito
Amazon
Mobile Analytics

100. Amazon
Cognito
Amazon
Mobile Analytics
Amazon
Mobile SDK

101. Amazon
Cognito
Amazon
Mobile Analytics
Amazon
Mobile SDK
Hi!
SNS Push
Notifications

102. Amazon
Cognito
Amazon
Mobile Analytics
Amazon
Mobile SDK
Hi!
SNS Push
Notifications
Kinesis Recorder DynamoDB OM SQS Connector S3 Transfer Manager SES Connector

103. What sets AWS apart from other providers?
Breadth and Depth of Services

104. Foundation
Services
Infrastructure
Storage
Security
& Access
Regions Availability Zones Edge POPs

105. Foundation
Services
Infrastructure
Compute Storage
Networking &
Content Delivery
Security
& Access
Regions Availability Zones Edge POPs

106. Foundation
Services
Infrastructure
Compute Storage
Networking &
Content Delivery
Security
& Access
Regions Availability Zones Edge POPs
Platform
Services
Databases
Relational
NoSQL
Columnar
Caching

107. Foundation
Services
Infrastructure
Compute Storage
Networking &
Content Delivery
Security
& Access
Regions Availability Zones Edge POPs
Platform
Services
Databases
Relational
NoSQL
Columnar
Caching
Analytics
Hadoop
Real time
Data
warehouse

108. Foundation
Services
Infrastructure
Compute Storage
Networking &
Content Delivery
Security
& Access
Regions Availability Zones Edge POPs
Platform
Services
Databases
Relational
NoSQL
Columnar
Caching
Analytics
Hadoop
Real time
Data
warehouse
App Services
Queuing
Orchestration
App streaming
Transcoding
Email
Search

109. Foundation
Services
Infrastructure
Compute Storage
Networking &
Content Delivery
Security
& Access
Regions Availability Zones Edge POPs
Platform
Services
Databases
Relational
NoSQL
Columnar
Caching
Analytics
Hadoop
Real time
Data
warehouse
App Services
Queuing
Orchestration
App streaming
Transcoding
Email
Search
Deployment & Management
Containers
Dev/ops
Templates

110. Foundation
Services
Infrastructure
Compute Storage
Networking &
Content Delivery
Security
& Access
Regions Availability Zones Edge POPs
Platform
Services
Databases
Relational
NoSQL
Columnar
Caching
Analytics
Hadoop
Real time
Data
warehouse
App Services
Queuing
Orchestration
App streaming
Transcoding
Email
Search
Deployment & Management
Containers
Dev/ops
Templates
Mobile & Devices
Identity
Sync
Analytics
Notifications

111. Amazon WorkSpaces
Delivering on the
promise of desktop
virtualization
Infrastructure & admin tools
End user desktop and mobile apps
Most successful preview, ever

112. Easy sharing Simple document
feedback
Secure
Access from
any device
Integrate your
corporate directory
Low cost
Amazon Zocalo
Fully managed, secure document storage and
sharing service for the Enterprise

113. Foundation
Services
Infrastructure
Storage
(Object, Block and Archive)
Networking
Security &
Access Control
Regions Availability Zones CDN Points of Presence
Platform
Services
Databases
Relational
NoSQL
Columnar
Caching
Analytics
Hadoop
Real-time
Data
warehouse
App Services
Queuing
Orchestration
App streaming
Transcoding
Email
Search
Deployment & Management
Containers
Dev/ops Tools
Resource
Templates
Mobile & Devices
Identity
Sync
Mobile
Analytics
Notifications
Applications Virtual Desktops Collaboration and Sharing
Data
Workflows
Usage
Tracking
Monitoring
and Logs
Compute
(VMs, Auto-scaling and Load Balancing)

114. What sets AWS apart from other providers?
Breadth and Depth of Services

115. What sets AWS apart from other providers?
Breadth and Depth of Services
Relentless Focus on Cost Reduction

116. The AWS Price Reduction Philosophy
More AWS
Usage
More
Infrastructure
Economies
of Scale
Lower
Infrastructure
Costs
Reduced
Prices
More
Customers
45 Price
Reductions
Since 2006
Infrastructure
innovation
Ecosystem
Global Footprint
New Features
New Services

117. AWS Trusted Advisor
Four reports available to all

118. What sets AWS apart from other providers?
Breadth and Depth of Services
Relentless Focus on Cost Reduction
Customer Driven Innovation

119. Small, autonomous teams
Roadmap ownership
Decoupled launch schedules
Get Core Functionality in the
Hands of Customers, Quickly
Small, “Two Pizza”
Teams
Operational stability
High scale
Limited initial feature set
Iterate Based on Customer Feedback

120. Amazon
Redshift
Amazon
Glacier
Amazon
Workspaces
Amazon
Zocalo

121. +
=
EPIC COLLABORATION

122. Customers who have begun their cloud journey