Getting to Scale on AWS

1. Startups on AWS:From MVP to ScalePieter KempsBusiness Development, Startups & Venture CapitalAmazon Web Service@p_kemps

2. 503Service Temporarily UnavailableThe server is temporarily unableto service your request due tomaintenance downtime or capacityproblems. Please try again later.

3. With AWS, scale from one instance…

4. …to thousandsFully automated!

5. Beyond scaling your virtual servers, you can:Add billions of objects with Amazon S3Select any level of desired database throughputDistribute petabytes of data easily globally

6. E-COMMERCEWEB APPS GAMINGENTERPRISE / SAASMEDIAMany companies leverage AWS at scaleMOBILE

7. RECAP

8. 01 02 03 04Idea MVP ProfitabilityScale

9. Build Apps, Not Infrastructure to do more with lessPrevious Webinar01 02Idea MVP

10. Get started fast with Beanstalk(Developer sandboxes with production ready infrastructure)Take fine grained control with CloudFormation(Comprehensive control of all aspects of infrastructure)Manage with layers and recipes - OpsWorks(control with Chef customization)

11. Your applicationYour business & what makes you uniqueInnovation, not undifferentiated heavy liftingSpending developer time in the right placeAutomate as much as you can(Deep insight alert: Developer Time = Money)Automation = Focus

12. …grew to 14 million users in just over a year…reached 150 million photos & terabytes of data…signed up 1.0 million users in 12 hours after launching an Android app…over 100 million active users in January 2013on AWS…with only 3 engineers

13. Build Apps, Not Infrastructure to do more with lessDevelop Lean, Test Heavy to develop a killer MVPPrevious Webinar01 02Idea MVP

14. Develop Lean, Test HeavyTake lots when you need,shut done when done1. Spinning up environments as you need them2. Wide range of Development and test frameworks on AWS3. Testing at Scale – A/B testing, load testing, etc.4. Easy to roll out to Production

15. Build Apps, Not Infrastructure to do more with lessDevelop Lean, Test Heavy to develop a killer MVPFail Forward, Fail Faster by lowering the cost of innovationPrevious Webinar01 02Idea MVP

16. Getting to MVP for $250TimeScaleTotal Spend to MVP$250$235$15$0• 3 months dev/test/release• Serving Beta customers• Ready for full productionand scaleLow Cost of Iteration Means more Innovation

17. 01 02Idea MVPwww.slideshare.net/AmazonWebServices/getting-to-mvp-on-aws

18. How do we grow revenue?What is the best way to monetize?How/where do we sell and get paid?How can we expand our business easily?What is the best way to reach customer globally?How do we predict demand & plan capacity?How can serve thousands / millions of customers?How do we build a seamlessly scalable architecture?How to leverage the data we gather?02 03MVP Scale

19. Scale up Demandleverage Amazon in your Go to Market strategy with the AWS PartnerNetwork (APN), Marketplace, and Amazon AppStore for Mobile AppsScale your Reachreach customers globally in minutes leveraging AWS’ global infrastructure,incl. regions, availability zones, and Content Delivery NetworkScale your Architectureuse a range of AWS services to build scalable architectures that serve yourfirst 10 million users02 03MVP Scale

20. Scale up Demandleverage Amazon in your Go to Market strategy with the AWS PartnerNetwork (APN), Marketplace, and Amazon AppStore for Mobile AppsScale your Reachreach customers globally in minutes leveraging AWS’ global infrastructure,incl. regions, availability zones, and Content Delivery NetworkScale your Architectureuse a range of AWS services to build scalable architectures that for your first10 million users02 03MVP Scale

21. AWS Partner NetworkAWS Market PlaceAmazon AppStore

22. AWS Partner Network (APN)APN is a global partner programfocused on providing partners withthe technical information and salesand marketing support they need toaccelerate their businesses onAWS.

23. Sales• Access to the latest AWS collateral,client referrals, and Solution ArchitectsTechnical Support• Eligibility for AWS Private Betas• Recurring AWS Roadmap briefings• Technical training & content, supportcredits, exclusive webinarsAlliance Support• Account planning & management• Online resourcesMarketing & PR• Partner Directory, Partner Network logo• AWS support for Press Releases, Blogs,and other digital marketing content• Selective eligibility for joint go to marketactivities, inc. joint webinars, webcasts,AWS eventsBenefits of APN

24. Partner WebinarsPartner Directory

25. www.aws.amazon.com/partners

26. AWS MarketplaceFor pre-packaged Softwareis a place where you can sell your products

27. Launched in April 2012,600+ products - 23 categoriesCustomer can find, research, buy software

28. Who can list products in AWS Marketplace?• ISVs in the U.S.• International ISVs• Authorized VARs and SIs• SaaS providers

29. Why do Customers love AWS Marketplace?• High conversion rates• High retention rated• Quick Discovery• 1-Click Launch• Simple Pricing• One Bill

30. www.aws.amazon.com/marketplace

31. Amazon AppStoreFor Mobile App Developersis a channel to reach a large and highlymonetizable audience

32. Amazon helps you grow your business» Customer Reach▸ Reach a large and growing community of customers with KindleFire tablets, already in the millions» Monetization▸ Whether you monetize through paid apps, in-app purchases, ormobile advertising, Amazon provides a way to increase yourconversion rates▸ All customers have a payment method on file, and Kindle Firetablets sold by Amazon are pre-registered» Low Investment▸ Develop with our easy to integrate SDK, simplifying developmentand updates

33. » Increase ARPU, customer engagement,and conversion rates with our set ofeasily integrated APIs.▸ In-App Purchasing API▸ Amazon GameCircle API▸ Amazon Mobile Ads API▸ …and more!» Over 75% of Android apps submitted toAmazon are compatible with Kindle Fire,with no additional work required.Getting started is easy:▸ https://developer.amazon.com/appsKindle Fire

34. Distribute in Nearly 200 Countries Worldwide» A new family of Kindle Fire tablets launched in September▸ Kindle Fire HD is the #1 best-selling, most gifted, and most wished for product across themillions of items available on Amazon worldwide1▸ Kindle Fire is the leading Android tablet, with more than half of market segment share inthe US and 33% worldwide2» Amazon Appstore is preloaded on select Android smartphones onVerizon Wireless, US Cellular and others» Available in nearly 200 countries worldwide, including the U.S.,Europe, China, Japan, with more to comeSources:1. Amazon.com; Amazon.com Press Release: “Amazon.com Announces Fourth Quarter Sales up 22% to $21.27 Billion”, Jan 20132. Localytics: Kindle Fire Drives US Android Tablet Dominance, January 2013

35. 30%25%45%<$50 $50-$200 $200+Amazon’s Large and Active AudienceMonthly UniqueVisitors (US):97MM 6.6Active Global CustomerAccounts:200MMAvg. Daily Unique Visitors(US):12.9MMNote: Active Customer Accounts are unique email addresses that have placed an order in the last 12 monthsSources: 1. Amazon Investor Relations; 2. ComScore PlanMetrix January, 2013.10%38%52%<$25K $25K-$75K $75K +1 2 2 28%32%18%42%0-18 18-34 35-44 45+Household Income of AmazonUnique Visitors2Age Composition of AmazonUnique Visitors2% of Amazon Shoppers Who haveMade an Online Purchase2Amount SpentAvg. Visits perVisitor perMonth (US):

36. » Automation & Personalization▸ Relevant and personalized apprecommendations using the same engineused in retail, connecting your app to theright customers» Test Drive▸ Customers can instantly try thousands ofapps and games, simplifying app discovery» Free App of the Day▸ A paid app is offered for free daily andfeatured prominently, including on the Appstab on Kindle Fire and the Amazon.comgatewayApp Discoverability on Amazon

37. Case StudyTinyCo: Amazon Outperforms iTunes in ARPU» TinyCo found that Amazon averagerevenue per user (ARPU) outperformsiPad ARPU by 43% based on theperformance of their game Tiny Village» “Amazon is a gold mine,” wroteJennifer Lu, Director of BusinessDevelopment, in a blog post.

38. developer.amazon.com/apps

40. Go global in minutes to reach a global audienceFast & Easy customer acquisition leveraging AWS regions & CDNApplication

41. 9 Regions 25 Availability Zones Continuous ExpansionAWS Global Infrastructure

42. 40 CloudFront Edge locationsAWS Global InfrastructureSeoul

43. “AWS allows us to deploy and launch our services in multiple locations around theworld instantly: in 30 minutes rather than 7-10 days like before. AWS also helpedus to quickly deploy different services for different regions, in accordance withthe requirements of different regions, and in line with laws and regulations.”

44. Amazon CloudFront is a CDN the AWS wayPay as you Use, API-driven, easy to deploy• Fast Integration – requires minimal architectural change, API driven• Cost-effective – No setup/platform fees, no contract, pay as you use,all traffic charged at same low rate - static , dynamic , live, VOD• Fully Integrated – with AWS services like S3 and EC2, which drivesdown costs• Automatic Logging – CloudFront can automatically log all request toan S3 bucket

45. Amazon CloudFrontTop Startups leverage CloudFront for customer acquisitionFast Beautiful Photo Sharing• 100 million Monthly Active Users• 40 million Photos Per Day• 1000 Comments Per Second• Millions of users in Asia• Terabytes of photos stored onS3, distributed via CloudFrontDelivering Fun Globally• 9GAG is the largest fun sharingcommunity in the world• 78M monthly visitors, 1.2 billionmonthly page views, 3 engineers• 500startups, Ycombinator• Users CloudFront for websiteand all content distributionReaching the world from Beijing• Top 10 social game developer onFacebook and other top SNS• Grew 1M users to 3M users withinthree months.• Spin up >300 servers globally, allmanaged by 1 engineer in Beijingaws.amazon.com/solutions/case-studies/funplus-game/aws.amazon.com/solutions/case-studies/9gag/

46. "With our social game growing from 1 million to 3million users in 3 months, we can spin out more than300 servers quickly, only managed by ONE engineer.”Yitao Guan, CTO

48. Getting to MVP for $250TimeScaleTotal Spend to MVP$250$235$15$0Architecture that scales upat each progressive stage

49. Dev / Test Environment

50. Alpha Release

51. Beta Release / MVP

52. Production 1.0Architecture123

53. • Create highly scalable and available applications• Distribute load across EC2 instances in multiple availability zonesFeature DetailsAvailable Load balance across instances in multipleAvailability ZonesHealth checks Automatically checks health of instances andtakes them in or out of serviceSession stickiness Route requests to the same instanceSecure sockets layer Supports SSL offload from web and applicationservers with flexible cipher supportMonitoring Publishes metrics to CloudWatch1.Elastic Load Balancing

54. Self-Managed Fully-ManagedDatabase Serveron Amazon EC2Your choice ofdatabase running onAmazon EC2Bring Your OwnLicense (BYOL)AmazonDynamoDBManaged NoSQLdatabase serviceusing SSD storageSeamless scalabilityZero administrationAmazon RDSRelational Databaseas a managedserviceFlexible licensing:BYOL or LicenseIncluded2.Database Options

55. But how do I choose whatDB technology I need?SQL? NoSQL?

56. Some folks won’t like this.But…

57. Start with SQL databases

58. But, but, but, but…

59. No. You don’t.

60. Start with SQL databases

61. Established and well worn technologyLots of existing code, communities, books,background, tools, etcClear patterns to scalabilityYou aren’t going to break SQL DBs in your first10 million users. No really, you won’t**Unless you are doing something SUPER weird with the data orMASSIVE amounts of it, even then SQL will have a place in your stackWhy SQL?

62. AH HA!You said “massive amounts”,I will have massive amounts!

63. If your usage is such that you will begenerating several TB (>5) of data in thefirst year OR have an incredibly dataintensive work load you might need noSQLBut this is probably less than 90% of you

64. • Database-as-a-Service• No need to install or manage databaseinstances• Scalable and fault tolerant configurationsFeature DetailsPlatform support Create MySQL, SQL Server and OraclePreconfigured Get started instantly with sensible defaultsettingsAutomated patching Keep your database platform up to dateautomaticallyBackups Automatic backups and point in timerecovery using snapshotsManual DB snapshotsFailover Automated failover to slave hosts in event ofa failureReplication Easily create read-replicas of your data andseamlessly replicate data across availabilityzones2. Amazon Relational Database Service (RDS)

65. Automatic resizing of computeclusters based on demandTrigger auto-scaling policyFeature DetailsControl Define minimum and maximum instance poolsizes and when scaling and cool down occurs.Integrated to AmazonCloudWatchUse metrics gathered by CloudWatch to drivescaling.Instance types Run Auto Scaling for On-Demand and SpotInstances. Compatible with VPC.as-create-auto-scaling-group MyGroup--launch-configurationMyConfig--availability-zones us-east-1a--min-size 4--max-size 2003. Auto-Scaling AmazonCloudWatch

66. Auto-scaling atAmazon.com

67. Sunday Monday Tuesday Wednesday Thursday Friday SaturdayTypical weekly traffic to Amazon.com

68. Sunday Monday Tuesday Wednesday Thursday Friday SaturdayTypical weekly traffic to Amazon.comProvisioned capacity

69. November traffic to Amazon.comProvisioned capacityNovember

70. November traffic to Amazon.com76%24%Provisioned capacityNovember

71. November traffic to Amazon.comNovember

72. Auto-Scaling let’s you do this!Always have enough to serve your customersNever have too much – idle capacity = waste!

73. Production 1.0Architecture

74. Production 1.0 ArchitectureWell-designed, 2 Tier architectureHighly Available due to Multiple Availability ZoneLoad Balancing & Auto-Scaling for full scalabilityFully managed Database includedCapable of serving >10K-100Ks users

75. BUT…

76. Production 1.0 ArchitectureWasted server capacity for static contentReliability and durability are not yet optimalDRY – Don’t Repeat YourselfEnd-user experience could be improved thruoffloading & caching

77. SO…

78. Let’s addSimple Storage Service (S3)CloudFrontto optimize the end-user experience

79. Durable storage, any object99.999999999% durability of objectsUnlimited storage of objects of any typeUp to 5TB size per objectFeature DetailsFlexible object store Buckets act like drives, folder structures withinAccess control Granular control over object permissionsServer-side encryption 256bit AES encryption of objectsMulti-part uploads Improved throughput & controlObject versioning Archive old objects and version new onesObject expiry Automatically remove old objectsAccess logging Full audit log of bucket/object actionsWeb content hosting Serve content as web site with built in page handlingNotifications Receive notifications on key eventsImport/Export Physical device import/export serviceSimple Storage Service (S3)

80. • Good for things like:– Static assets (css, js, images, videos)– Backups– Logs– Ingest of files for processing• Ties in well with other Services:– CloudFront– Elastic Map Reduce (EMR)– Act as a logging endpoint forS3/CloudFront/BillingWorking with S3“Infinitely scalable”

81. • World-wide content distribution network• Easily distribute content to end userswith low latency, high data transferspeeds, and no commitmentsFeature DetailsFast Multiple world-wide edge locations to serve content as close to your users as possibleIntegrated with other services Works seamlessly with S3 and EC2 origin serversDynamic content Supports static and dynamic content from origin serversStreaming Supports rtmp from S3 and includes support for live streaming from Adobe FMS and MicrosoftMedia ServerCloudFront

83. Production 1.2 ArchitectureWell-designed, 2 Tier architectureHighly Available due to Multiple Availability ZoneLoad Balancing & Auto-Scaling for full scalabilityFully managed Database includedStatic content stored in durable, consistent wayImproved end-user experience through CDNCapable of serving >100K-1M+ users

84. BUT…

85. Production 1.2 ArchitectureSession/state data burdening your DBLots of user dataYour database might become your bottleneck

86. SO…

87. Let’s addDynamoDBorElastiCacheto optimize your database

88. IFYou are already building for memcachedYour app has few noSQL requirementsTHENElastiCache

89. • Hosted Memcached– Speaks same API as traditional open source memcached• Very fast (single digit ms speeds usually (or less))• Scale from one to many nodes• Self healing (replaces dead instance)• Data is only in memory, so not persistent• Use AWS’s Auto Discovery client to simplifyclusters growing and shrinking withoutaffecting your applicationElastiCache

90. IFIf you require a persistent data storeOr your app has other noSQL requirementsTHENDynamoDB

91. Provisioned throughput NoSQL databaseFast, predictable performanceFully distributed, fault tolerant architectureFeature DetailsProvisioned throughput Dial up or down provisioned read/write capacityPredictable performance Average single digit millisecond latencies from SSD backedinfrastructureStrong consistency Be sure you are reading the most up to date valuesFault tolerant Data replicated across availability zonesMonitoring Integrated to Cloud WatchSecure Integrates with AWS Identity and Access Management (IAM)Elastic MapReduce Integrates with Elastic MapReduce for complex analytics onlarge datasetsDynamoDB

92. • Scalability to deal with 1.2TB / 100GB of metadata per customer• Needed a DB engine to support 12K reads + 12K writes per sec.• “…a very smooth experience. Thank you AWS for a great offering”druva.com/blog/2012/05/23/insync-makes-to-aws-dynamodb/

94. Production 1.3 ArchitectureWell-designed, 2 Tier architectureHighly Available due to Multiple Availability ZoneLoad Balancing & Auto-Scaling for full scalabilityStatic content stored in durable, consistent wayImproved end-user experience through CDNOptimal Database set up with ElastiCache orDynamoDBCapable of serving >1m-10M+ users

95. BUT…

96. Production 1.3 ArchitectureYou are now at Scale……with lots of data……and need to optimize continuously.But how and where?

97. SO…

98. Let’s addBig Datafor analytics of web, mobile, gaming,ad server traffic

99. Big DataMultiple managed AWS services for Big DataAmazon EMR(Elastic Map Reduce)Amazon Redshift• Managed, elastic Hadoop cluster• Integrates with S3 & DynamoDB• Leverage Hive & Pig scripts• Integrates with instance typessuch as spot• Data Warehousing the AWS Way• Scalable low latency data query• Rapidly analyze petabytes of data• 1/10 the cost of traditional DW• Automated deployment & admin• Compatible with popular BI tools

100. Web analytics for optimization of user experienceComparison between Hive on Hadoop cluster vs Redshift• 2 tests: for one, Redshift was 5x faster, for the other 20x faster• More impressive was cost saving: $13.60/hour versus $57/hour. Redshift is76% cheaper

101. • Managed, elastic Hadoop cluster• Integrates with S3 & DynamoDB• Leverage Hive & Pig analytics scriptsFeature DetailsScalable Use as many or as few compute instances running Hadoop as you want.Modify the number of instances while your job flow is runningIntegrated with other services Works seamlessly with S3 as origin and output. Integrates with DynamoDBComprehensive Supports languages such as Hive and Pig for defining analytics, and allowscomplex definitions in Cascading, Java, Ruby, Perl, Python, PHP, R, or C++Cost effective Works with Spot instance typesMonitoring Monitor job flows from with the management consoleElastic MapReduce (EMR)

102. Foursquare…Founded in 2009112M in Venture Capital33 million users1.3 million businesses using the service…generates a lot of Data3.5 billion check-ins15M+ venues,Terabytes of log data

103. Uses EMR forEvaluation of new featuresMachine learningExploratory analysisDaily customer usage reportingLong-term trend analysis

104. Benefits of EMREase-of-Use“We have decreased the processing time for urgent data-analysis”FlexibilityTo deal with changing requirements & dynamically expand reporting clustersCosts“We have reduced our analytics costs by over 50%”

106. Production 1.4 ArchitectureBest Practice Scalable ArchitectureWell-designed, 2 Tier architectureHighly Available due to Multiple Availability ZoneLoad Balancing & Auto-Scaling for full scalabilityStatic content stored in durable, consistent wayImproved end-user experience through CDNOptimal Database set up with ElastiCache or DynamoDBBig Data analytics built in for continuous optimizationCapable of serving 10M+ users

107. Now what?

108. More fine tuning of your applicationMight need to start building custom solutionsDeep analysis of your whole stackMore SOA features/functionalityDo you want to serve >10M users?

109. SOA?

110. SOA = Service Oriented ArchitectureMove services into their own tiers/modules. Treat each ofthese as 100% wholly separate pieces of your infrastructureand scale them independently.Loose Coupling

111. BUILD LOOSELYCOUPLED SYSTEMSThe looser they are coupled,the bigger they scale,the more fault tolerant they get…Independent components, everything designed as a black box, decoupled interactions

112. if you find yourself writing your own:queue, DNS server, database,storage system, monitoring tool…

113. Take a deep breath and stop it.Now.

114. Don’t re-invent the wheelInstead…

115. Don’t build your own…1. Email2. Queuing3. Messaging4. Transcoding5. Search6. Monitoring7. Workflow Management…leverage de-coupled web services…but leverage AWSAmazon Simple Email ServiceAmazon Simple Queuing ServiceAmazon Simple Notification ServiceAmazon Elastic TranscoderAmazon CloudSearchAmazon CloudWatchAmazon Simple Work Flow

116. Scale up Demand – GTM, AWS Partner Network (APN), Marketplace, etc.Scale your Reach – Reach customers globally in minutesScale your Architecture – build scalable architectures to serve millionsof customersIn Summary, AWS helps you to:

117. leverage Amazon in your Go to Market strategy with the AWS PartnerNetwork (APN), Marketplace, and Amazon AppStore for Mobile AppsWhat’s Next?reach customers globally in minutes leveraging AWS’ global infrastructure,incl. regions, availability zones, and Content Delivery Networkuse a range of AWS services to build scalable architectures that for your first10 million users02 03MVP Scale

118. 1. Visit aws.amazon.com/startups2. Attend the last Startup Webinars:From Scale to Profitability on AWS (May 30)Sign up here: aws.amazon.com/apac/startupwebinars3. Fill up your feedback form !

119. Questions?Pieter KempsBusiness Development, Startups & Venture CapitalAmazon Web Service@p_kemps

Getting to Scale on AWS

Amazon Web Services

Getting to Scale on AWS