Event: AWS cloud computing event - October 2010 - Berlin, Germany

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AHEAD IN THE CLOUD
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THE POWER OF INFRASTRUCTURE AS A SERVICE
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Dr. Werner Vogels tB
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CTO Amazon.com
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3. AMAZON’S THREE BUSINESSES
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Consumer (Retail) Seller Developers &
Business Business IT Professionals
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Tens of millions of
active customer tB
Sell on Amazon
websites
On-demand
infrastructure for
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accounts hosting web-scale
Use Amazon
solutions
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Seven countries: US, technology for your
UK, Germany, Japan, own retail website Hundreds of
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France, Canada, thousands of
Leverage Amazon’s
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China registered customers
massive fulfillment
center network

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THE 70/30 SWITCH

5. AMAZON WEB SERVICES (AWS)
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Your Custom Applications and Services
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Management Isolated Networks
Monitoring Tools
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AWS Management Amazon Virtual Private
Amazon CloudWatch AWS Toolkit for Eclipse
Console Cloud
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Parallel Messaging Payments
Content On-Demand
Processing
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Elastic
Delivery
Amazon tB Amazon Simple Queue
Service (SQS)
Amazon Simple Notification
Amazon
Flexible
Payments
Workforce
Amazon
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CloudFront Service (SNS) Service (FPS) Mechanical Turk
MapReduce
Compute Storage Database
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Amazon Elastic Compute Amazon Simple Storage Amazon SimpleDB
Cloud (EC2) Service (S3) Amazon Relational
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-Elastic Load Balancing -AWS Import/Export Database Service (RDS)
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-Auto Scaling

6. BILLIONS OF OBJECTS IN AMAZON S3
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160
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Peak Requests:
120
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80
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40
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0
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Q1 2006 Q1 2007 Q1 2008 Q1 2009 Q1 2010

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8. THE TOP MYTHS OF CLOUD COMPUTING
The Cloud is
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The Cloud is
not Reliable
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all or nothing
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The Cloud is
The Cloud
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not Secure
locks you in
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In the Cloud
cost is all that
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matters
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No Capital Investment
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Reduced Operation Cost
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Fast Time to Market
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Highly Scalable
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No “Heavy Lifting” required
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Highly Scalable
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Flexible
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Strict Cost Control
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Fast Time to Market
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Unconstraint Innovation
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Highly Scalable
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Fast Local Performance
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Lowering Cost
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Ultra-Reliable
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Highly Scalable
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Time-to-Market
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Enabling Innovation
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Lowering Cost
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Reliablity
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Highly Scalable
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Simplicity
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21st Century Thinking
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Highly Scalable
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No Capital Investment
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No “Heavy Lifting” required
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World-wide Operation
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Fast Time to Market
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19. THE TOP MYTHS OF CLOUD COMPUTING
The Cloud is
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The Cloud is
not Reliable
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all or nothing
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The Cloud is
The Cloud
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not Secure
locks you in
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In the Cloud
My vendors say I can get all
cost is all that
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the benefits with a private
When Christmas matters
cloud…
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comes…

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Fear, Uncertainty & Doubt
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22. CLOUD COMPUTING DEFINED
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a style of computing where
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massively scalable IT-related capabilities
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are provided ‘as a service’
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across the Internet
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to multiple external customers.
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Gartner 2008
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23. KEY BENEFITS TO RUNNING IN THE AWS CLOUD
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Lowers Cost Increases Agility
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Eliminates Capital Investment Reduce Time to Market
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Reduces Operational Costs Removes contraints
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Foundation for
Removes the “Heavy Lifting”
Leverages Scalability, Reliability 21st Century Architectures
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and Security Raise the bar for Scale, Reliability
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and Security

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PRINCIPLE #1 DESIGN FOR FLEXIBILITY
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BUILD TOOLS NOT FRAMEWORKS

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PRINCIPLE #2 DESIGN FOR ON-DEMAND
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PRINCIPLE #3 DESIGN FOR AUTOMATION
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DRIVES RELIABILITY, SECURITY AND EFFICIENCY

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PRINCIPLE #4 DECOMPOSE INTO
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THE SIMPLEST FORM
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32. ONE SIZE FITS ALL – ORDERING PIPELINE
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Cart Order Process Store Archive
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33. AWS DATABASE & STORAGE SOLUTIONS
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Amazon S3 Amazon EC2 + EBS
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• Cost-effective blob or large object storage • Multiple flavors of database engine
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• Minimal relationships between objects • Complete control
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Amazon SimpleDB en Amazon RDS
• Zero administrative overhead (automatic • Native access to database engine
handling of geo-redundant replication, • Easy migration path (existing code, tools,
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index creation, database tuning) application are compatible)
• Automatic and elastic scaling of resources • Key features of a relational database, such
to meet request load
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as joins or complex transactions
• High availability (multiple copies of data for • Managed experience (offload common DBA
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reliability and failover) tasks, lower total cost of ownership)
• Flexibility (schema-less data store)

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PRINCIPLE #5 BREAK TRANSPARENCY
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35. WORLD-WIDE APPLICATION DEPLOYMENT
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36. AWS GLOBAL REACH
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AWS Regions
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US East (Northern Virginia)
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US West (Northern California)
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Europe (Dublin)
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Asia Pacific (Singapore)
AWS Availability Zones
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AWS CloudFront Locations
Ashburn, VA / Dallas, TX / Los Angeles, CA / Miami, FL / Newark, NJ /
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Palo Alto, CA / Seattle, WA / St. Louis, MO / Amsterdam / Dublin /
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Frankfurt / London / Hong Kong / Tokyo/ Singapore

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PRINCIPLE #6 DESIGN WITH SECURITY
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IN MIND
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Your existing
Amazon VPC
infrastructure
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Customer’s isolated
AWS resources
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Subnets
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Router
VPN
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Gateway
Amazon
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Web Services
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Cloud
Secure VPN
Connection over
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the Internet
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Customer’s
Network

40. SECURITY FOR AUTOMATED POLICY CONTROL
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{ "Version": "2008-10-17",
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"Id": "Queue1_Policy_UUID",
"Statement": {
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"Sid":"Queue1_AnonymousAccess_ReceiveMessage_TimeLimit",
"Effect": "Allow",
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"Principal": { "AWS": "*" },
"Action": "SQS:ReceiveMessage",
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"Resource": "/987654321098/queue1",
"Condition" : {
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"DateGreaterThan" : { "AWS:CurrentTime":"2009-01-31T12:00Z" },
"DateLessThan" : { "AWS:CurrentTime":"2009-01-31T15:00Z" }
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}
}
}
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PRINCIPLE #7: DON’T DO IT ALONE
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PRINCIPLE #8 CONTINUOUSLY INNOVATE
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46. AWS PACE OF INNOVATION
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» Amazon EC2 with Windows Server
» AWS Multi-Factor Authentication 2008, Spot Instances, Boot from
» Virtual Private Cloud Amazon EBS
» Reserved Instances in EU Region » Lower Reserved Instance Pricing » Amazon CloudFront Streaming
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» Elastic MapReduce » Amazon VPC enters Unlimited Beta
» SQS in EU Region » AWS Region in Northern California
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» International Support for AWS
Import/Export
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» Amazon RDS
» New SimpleDB Features » High-Memory Instances
» FPS General Availability » AWS Security Center » Lower EC2 Pricing
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» Amazon EC2 with Windows » Amazon Elastic MapReduce » Amazon CloudFront
» Amazon EC2 in EU Region in Europe Private Content
» AWS Toolkit for Eclipse » SAS70 Type II Audit
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» Amazon EC2 Reserved » AWS SDK for .NET
Instances
» AWS Import/Export » Amazon EC2 Reserved Instances
» EBS Shared Snapshots
with Windows, Extra Large High
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» New CloudFront Feature » SimpleDB in EU Region
» Lower pricing tiers for Memory Instances
» Monitoring, Auto Scaling & » Monitoring, Auto Scaling &
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Amazon CloudFront » Amazon S3 Versioning Feature
Elastic Load Balancing Elastic Load Balancing in EU
» AWS Management Console » Consolidated Billing for AWS
» Lower pricing for Outbound Data
Transfer

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PRINCIPLE #9: DESIGN FOR UTILITY PRICING
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48. INNOVATION ON CLOUD PRICING MODELS
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50. Economies of Scale in Utilization
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• Assumptions:
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– Facility: ~$88M for 8MW facility
– Servers: Roughly 46k @ $1.45k each
– Server power draw at 30% load: 80%
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– Commercial Power: ~$0.07/kWhr
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– PUE: 1.5
Monthly Costs
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5% Servers
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13%
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Networking Equipment
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Power Distribution &
21% 54% Cooling
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Power
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8% Other Infrastructure
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3yr server, 4yr net gear, & 10 yr infrastructure amortization

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52. Economies of Scale in Utilization
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Ideal Effective Utilization
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% Utilization
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Real Utilization
time

53. Economies of Scale in Utilization
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Ideal Effective Utilization
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Spot Utilization
% Utilization
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On Demand Utilization
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Reserved Utilization
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time

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PRINCIPLE #10: FOCUS ON WHAT DOESN’T CHANGE
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PRINCIPLE #11: LET YOUR CUSTOMERS BENEFIT
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55. KEY IN CHOOSING A CLOUD
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• Security: understand data and network requirements?
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• Operational Performance: proven track record of delivering a
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reliable cloud platform?
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• Cost: track record of lowering prices and comfort running high
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volume/low margin businesses?
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• Options/Flexibility: maximum flexibility in choosing whichever
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operating system, programming language or services you wish
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to use?
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• Speed of Innovation and Execution: are you being listened to
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and how nimble is your platform partner?

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