Amazon web services : "How Does Cloud Computing Change the Business Model for Consumers and Providers?" by Kingsley Wood

1. Amazon
Web
Services
How
Does
Cloud
Compu9ng
Change
the
Business
Model
for
Consumers
and
Providers?
Kingsley
Wood
Business
Development
-­‐
Asia
Pacific

2. Amazon
?
Don’t
y ou
g uys
s ell
b ooks
?

3. AMAZON’S
THREE
BUSINESSES
Consumer
(Retail)
Seller
Developers
&
Business
Business
IT
Professionals
Tens
of
millions
of
Sell
on
Amazon
On-­‐demand
ac-ve
customer
websites
infrastructure
for
accounts
hos-ng
web-­‐scale
Use
Amazon
solu-ons
Seven
countries:
US,
technology
for
your
UK,
Germany,
Japan,
own
retail
website
Hundreds
of
France,
Canada,
thousands
of
Leverage
Amazon’s
China
registered
customers
massive
fulfillment
center
network

4. Amazon.com
vs.
AWS
2008: AWS bandwidth usage 30% greater
than Amazon.com global websites
2007: AWS bandwidth usage surpassed
Amazon.com global websites
2001 2002 2003 2004 2005 2006 2007 2008
Bandwidth Usage: AWS Amazon.com

5. Amazon
Web
Services
hRp://aws.amazon.com

6. The
7 0/30
S witch
30%
70%
On-­‐Premise
Your
Managing All of the
Business “Undifferentiated Heavy Lifting”
Infrastructure

7. Cloud
C ompu9ng
F lips
i t
a round
30%
70%
On-­‐Premise
Your Managing All of the
Business “Undifferentiated Heavy Lifting”
Infrastructure
Configuring
Cloud-­‐Based
More Time to Focus on
Your Cloud
Your Business
Infrastructure
Assets
70%
30%

8. Serving
over
5
Million
users
per
month
!
Only
3
full
-me
staff
!

9. Dropbox
o n
A WS
Millions
of
Users
!
2
GB
Free
!

10. ?

11. 1) Elastic Capacity
Scaling up and down in minutes
No need to provision
Optimize resources based on your needs

12. 2) Faster time to market
Infrastructure is no longer a barrier
Easier to test a solution
Easier to deploy worldwide

13. 3) No initial investment (No CapEx)
Cloud Computing doesn't require initial investments
You pay for it in a different way

14. 4) Pay as you go, pay for what you use
Example:
Pay servers "by the hour", only the ones you use
Pay storage "per Gigabyte", only the ones you use

15. 5) Focus on your business
Automation + Better management tools
Less time is spent on repetitive tasks

16. U9lity
P ricing
M odel
Virtual
Servers
and
Storage
On
Demand
Pay
only
for
what
you
use
!

17.
Typical
Dilemma:
Predic9ng
I nfrastructure
N eeds
Infrastructure
Cost $
You just lost Solv
ed
!
Customers
Large
Capital
Expenditure
Predicted
Demand
Traditional
Opportunity Hardware
Cost
Actual
Demand
Automated
Virtualization
Time

18. Wall
S treet
&
C loud
C apacity
3000 CPU’s for one firm’s risk management processes
3000
Virtual CPU’s
300 CPU’s on
weekends
300
Wednesday Thursday Friday Saturday Sunday Monday Tuesday
4/22/2009 4/23/2009 4/24/2009 4/25/2009 4/26/2009 4/27/2009 4/28/2009

23. New
Y ork
T imes
TimesMachine
:
1 851-­‐1922
4 TB TIFF images 100 CPU’s in cloud 11 Million PDFs
100 CPU’s x 24 hours x $0.10 / Hr = $240

24. Faster,
C heaper
Virtual
Servers
On
Demand
Eli Lilly automated
deployment of departmental
servers and scientific grid
computing clusters
Internal
IT
AWS
4-­‐5
weeks
2-­‐3
minutes

25. www.YourWebsite.com
Staging.YourWebsite.com
Elas9c
IP
Dynamic
IP
183.12.43.11
172.0.1.13
Produc-on
Staging
instance
instance

26. Exterior Firewall Hardware MyWebSite.com
or Software Solution to open
standard Ports (80, 443)
Web Load Balancer
Hardware or Software solution
to distribute traffic over web
LB
servers
Web Tier
Fleet of machines handling
Web
Web
HTTP requests.
Server
Server
Backend Firewall Limits
access to application tier from
web tier
LB
App Load Balancer
Hardware or Software solution to
spread traffic over app servers
App Server Tier
Fleet of machines handling
App
Server
App
Server
App
Server
Backups on
Application specific workloads
Tapes Periodic
Caching server machines can
backups stored on
be implemented at this layer
Tapes usually
managed by 3rd
Data Tier
party at their site
Database Server machines with
MySQL
MySQL
master and local running
separately, Network storage for Master
(Slave)
Static objects
Tapes
A Classic Web Architecture

27. MyWebSite.com
DNS
ELB: Web Tier LB
Auto-­‐scaling
group
:
Web
Tier
Auto-­‐scaling
group
:
Web
Tier
Web
Web
Web
Web
Server
Server
Server
Server
SLB
SLB
App
Server
App
Server
App
Server
App
Server
App
Server
App
Server
Cloud
Front
Auto-­‐scaling
group
:
App
Tier
Auto-­‐scaling
group
:
App
Tier
RDS
RDS
RDS
Amazon
S3
Master
Slave
Slave
Availability
Zone
#1
Availability
Zone
2
Availability
Zone
#n
A Scalable Web Architecture on AWS

28. Features
of
Cloud
Compu9ng
Scalable
Increase
or
decrease
Cost
Effec9ve
capacity
in
minutes
Low
rate,
pay-­‐as-­‐you-­‐go
Automa-on
Reliable
Secure
Mission
Cri-cal
Mul-layer
security
facili-es
Infrastructure

29. Virtual
P rivate
C loud
( VPC)
Customer’s isolated
AWS resources
Subnets
Router
VPN
Gateway
Amazon
Web Services
Cloud
Secure VPN
Connection over
the Internet
Customer’s
Network

30. Security

32. Customers
in
190
Countries

33. AWS
P artners
The
power
of
the
AWS
Ecosystem

34. Amazon
W eb
S ervices
Overview
Compute
EC2
-­‐
Elas%c
Compute
Cloud
EMR
-­‐
Elas%c
MapReduce
Elas9c
Beanstalk
Storage
S3
-­‐
Simple
Storage
Service
EBS
-­‐
Elas%c
Block
Storage
Import/Export
Database
BYODB
-­‐
Bring
Your
Own
DB
RDS
-­‐
Rela%onal
Database
Service
SimpleDB
-­‐
Non-­‐Rela%onal
Delivery
CloudFront
-­‐
Content
Delivery
Route
53
–
DNS
SES
–
Simple
Email
Service
Messaging,
Monitoring,
Networking,
Payments

35. Kingsley
Wood
Business
Development
-­‐
Asia
Pacific
kwood@amazon.com
hRp://aws.amazon.com