AWS Summit London - Keynote - Werner Vogels
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Transcript of AWS Summit London - Keynote - Werner Vogels
Monday, April 29, 13
AWS Summit, Tuesday 23rd April
Bootstrapping Data and AnalyticsAdvanced Topics
Dr. Werner Vogels, CTO, Amazon.com
Networking Reception and Partner Expo
Breakout Tracks
9:00 - 11:00
Lunch and Partner Expo12:00 - 1:30
1:30 - 5:15
5:15 - 7:30
Stephen Schmidt, CISO, AWS11:00 - 12:00
Monday, April 29, 13
AWS Summit Mobile App
Download Guidebook.
Search for ‘AWS 2013 London’ in ‘Download Guides’ to browse the agenda.
Monday, April 29, 13
Network: AWS 2013Password: summit2013
Wireless Network
Monday, April 29, 13
#awssummit
Join the Conversation
Monday, April 29, 13
Dr. Werner Vogels
@werner
CTO, Amazon.com
Monday, April 29, 13
Our largest AWS Summit series, ever.
Auckland
Over 20,000 people registered
Monday, April 29, 13
Seven years youngAmazon S3 launched: March 14th 2006
Monday, April 29, 13
33 services spanning compute, storage, database and application management
Monday, April 29, 13
100,000s of customers, across 190 countries.
Monday, April 29, 13
Here and abroad
Monday, April 29, 13
A wide range of technologies
Monday, April 29, 13
Consulting Partners Technology Partners
Monday, April 29, 13
AWS Marketplace: Buy Software Pre-Configured to Run on AWS
Growth since Jan 1, 2013
25 categories778 product listings
Active customers
Usage per customer
102%
53%
Monday, April 29, 13
Ecosystem
Global Footprint
New Features
New Services
Infrastructure Innovation
More AWS Usage
More InfrastructureEconomies
of Scale
Lower Infrastructure
Costs
Reduced Prices
More Customers
Monday, April 29, 13
31 Price Reductions Since 2006
Ecosystem
Global Footprint
New Features
New Services
Infrastructure Innovation
More AWS Usage
More InfrastructureEconomies
of Scale
Lower Infrastructure
Costs
Reduced Prices
More Customers
Monday, April 29, 13
Customer Infrastructure Audits:Saves moneyImproves availabilityCloses security gapsIncreases performance
Recent Performance:329,000 recommendations$22M in annualized savings
AWS Trusted Advisor
Monday, April 29, 13
2007 2008 2009 2010 2011 2012
159
8261
48
249
Including:AWS Oregon Region
Elastic Beanstalk (Beta)Amazon SES (Beta)
AWS CloudFormationAmazon RDS for Oracle
AWS Direct ConnectAWS GovCloud (US)Amazon ElastiCache
VPC Virtual NetworkingVPC Dedicated Instances
SMS Text Notification
Including:Amazon SNS
Amazon CloudFrontAmazon Route 53 S3 Bucket Policies
RDS Multi-AZ SupportRDS Reserved Databases
AWS Import/Export
Including:Amazon RDSAmazon VPCAmazon EMR
EC2 Auto Scaling EC2 Reserved Instances
Including:6 new Direct Connect Sites
DynamoDBRDS in VPC
AWS Trusted AdvisorCloudFormation in VPCAWS Storage Gateway
Amazon GlacierCost Allocation Tagging
CloudFront Live StreamingAmazon CloudSearch
AWS Marketplace Red Hat Reserved Instances
New EC2 Instance TypesMulti-AZ Oracle RDS
RDS SQL ServerEC2 RI Marketplace
VM ExportMultiple IPs in VPCProvisioned IOPSOracle Data Pump
New APAC Region - SydneyAWS Data Pipeline
AWS Pace of Innovation
Monday, April 29, 13
AWS Pace of Innovation
January February March
2118
14Including:
AWS Management Console Tablet and Mobile Support
Elastic Transcoder
Price reduction for Amazon EC2, global expansion of M3 Standard Instances,
and reduced data transfer pricing.
53 New Service Announcements and Updates in Q1 of 2013
Including:
Amazon Redshift Available to All Customers
AWS OpsWorks
IAM Role and Auto Scaling Support for Amazon CloudWatch Monitoring
Scripts for Linux
Amazon SQS and SNS Announce Lower Prices and Expanded Free Tiers
- 50% price drop for SQS
Including:New Lower Pricing for Amazon EC2
Reserved InstancesAWS Free Usage Tier Now Includes
Amazon ElastiCacheAmazon DynamoDB Reduces PricesAWS Elastic Beanstalk for Node.js
Amazon RDS now supports 3TB and 30,000 Provisioned IOPS per database
instanceAnnouncing EBS-Optimized Support
for Additional Instance Types
Monday, April 29, 13
Amazon S3: Over 2 Trillion Total Objects
Q4 2006Q1 2007
Q2 2007Q3 2007
Q4 2007Q1 2008
Q2 2008Q3 2008
Q4 2008Q1 2009
Q2 2009Q3 2009
Q4 2009Q1 2010
Q2 2010Q3 2010
Q4 2010Q1 2011
Q2 2011Q3 2011
Q4 2011Q1 2012
Q2 2012Q3 2012
Q4 2012Q1 2013
1.1M peak requests/sec
Monday, April 29, 13
Amazon Elastic MapReduce: Clusters launched by customers
5.5 M clusters launched since May 2010
Monday, April 29, 13
0
1,500,000
3,000,000
4,500,000
6,000,000
5/22/2010
7/3/2010
8/14/2010
9/25/2010
11/6/2010
12/18/2010
1/29/2011
3/12/2011
4/23/20116/4/2011
7/16/2011
8/27/2011
10/8/2011
11/19/2011
12/31/2011
2/11/2012
3/24/2012
5/5/2012
6/16/2012
7/28/2012
9/8/2012
10/20/2012
12/01/2012
1/12/2013
2/23/2013
4/6/2013
Amazon Elastic MapReduce: Clusters launched by customers
5.5 M clusters launched since May 2010
Monday, April 29, 13
Amazon DynamoDB
Consistent, high performance with unlimited scaleManaged non-relational database
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Hash key Attribute 1 Attribute 2 Attribute n
Attributes indexed by a primary hash key.
Monday, April 29, 13
Range keys for additional flexibility.
Hash key Range key Attribute 1 Attribute n
Monday, April 29, 13
Hash key Range key Attribute 1 Attribute n
Range keys for additional flexibility.
Customer ID Date Delivery postcode Total value
Monday, April 29, 13
Hash key Range key Attribute 1 Attribute n
Customer ID Date Delivery postcode Total value
Improve query flexibility and efficiency, while reducing read cost.
Announcing: Local Secondary Indexes for Amazon DynamoDB
Monday, April 29, 13
Amazon DynamoDB
Transforming architectures
Monday, April 29, 13
The most radical and transformative of inventions are those that empower others to unleash their creativity - to pursue their dreams
“
”
Jeff Bezos, Letter to Shareholders, 2012
Monday, April 29, 13
The most radical and transformative of inventions are those that empower others to unleash their creativity - to pursue their dreams
“
”
Jeff Bezos, Letter to Shareholders, 2012
Monday, April 29, 13
Monday, April 29, 13
Transformation:
What drives it?
Who is doing it?
What is next?
Monday, April 29, 13
Transformation:
What drives it?
Who is doing it?
What is next?
Monday, April 29, 13
Economic drivers Abundance of products
Intensifying competition
Growing consumer power
Reduced customer loyalty
Limited capitalQ
$D
S
Monday, April 29, 13
Uncertainty
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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
Monday, April 29, 13
The benefits of cloud computing.
Monday, April 29, 13
1. Trade Capital Expense for Variable Expense
$0 to get startedPay as you go
Saved $34M on SmartHub app
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2. Lower Variable Expense Than Going it Alone
Halved IT hardware spending while reducing
end-user response times by 20%
Estimated savings of 60 – 70% compared
to previous web hosting costs
Reduced the cost of infrastructure by 50%
Monday, April 29, 13
3. You Don’t Need to Guess Capacity
Self Hosting
Waste
Customer
Dissatisfaction
Actual demand
Predicted Demand
Rigid
Actual demand
Elastic
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Typical Weekly Traffic to Amazon.com
Sunday Monday Tuesday Wednesday Thursday Friday Saturday
Monday, April 29, 13
Typical Weekly Traffic to Amazon.com
Sunday Monday Tuesday Wednesday Thursday Friday Saturday
39%
61%
Monday, April 29, 13
November Traffic for Amazon.com
Monday, April 29, 13
November Traffic for Amazon.com76%
24%Monday, April 29, 13
November 10th, 2010
October 31, 2011
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November Traffic for Amazon.com
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Old World: Infrastructure in Weeks
4. Dramatically Increase Speed And Agility
AWS: Infrastructure in Minutes
# of Instances 1,000
Instance Type M3 X-Large
Availability Zone US-West-2b
Launch
aws.amazon.com/managementconsole
Monday, April 29, 13
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
Monday, April 29, 13
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
Monday, April 29, 13
5. Stop Spending Money on Undifferentiated Heavy Lifting
so you don’t have to...We take care of...Data Centers
PowerCoolingCabling
NetworkingRacksServersStorageLabor
buy and install new hardware
set up and configure new software
build new data centers
Monday, April 29, 13
6. Go Global In Minutes
Monday, April 29, 13
1. Trade capital expense for variable expense2. Lower variable expense than companies can do themselves
3. You don’t need to guess capacity4. Dramatically improved speed and agility
5. Stop spending money on undifferentiated heavy lifting6. Go global in minutes
The Benefits of Cloud Computing
Monday, April 29, 13
The Foundation for 21st Century Architectures
Monday, April 29, 13
Monday, April 29, 13
awsofa.info
Monday, April 29, 13
Old world
Development
Experimentation
Flexibility
Years
$$$
Rigid
Availability Scarce
Monday, April 29, 13
Old world
Development
Experimentation
Flexibility
Years
$$$
Rigid
Availability Scarce
AWS
Minutes
$0.00
Elastic
Plentiful
Monday, April 29, 13
Transformation:
What drives it?
Who is doing it?
What is next?
Monday, April 29, 13
Transformation:
What drives it?
Who is doing it?
What is next?
Monday, April 29, 13
Every industry.
Monday, April 29, 13
Every industry.
TRANSFORMED
Monday, April 29, 13
Media & Advertising
TRANSFORMED
Monday, April 29, 13
1950 1960 1970 1980 1990 2000 2010$10,000
$20,000
$30,000
$40,000
$50,000
$60,000
$70,000
Print Only
Including Online
Millions of 2012 Dollars
Newspaper Advertising RevenueAdjusted for Inflation, 1950 to 2012
Source: Newspaper Association of AmericaCarpe Diem Blog
Monday, April 29, 13
Media and Advertising
New ways to monetize content
Competitive landscape changing
Highly competitive
Driven by data
Monday, April 29, 13
Monday, April 29, 13
Monday, April 29, 13
Monday, April 29, 13
Chris TaylorChief Information Officer
Monday, April 29, 13
Who Are We?
Monday, April 29, 13
News International AWS Usage
AWS$now$provides$about$20%$of$NI’s$compu<ng$power
Monday, April 29, 13
$
Why We Like AWSOur Cloud Definition is
• Utility pricing• Instantly scalable• (Almost) infinitely scalable• Accessible from anywhere, anytime
What isn’t a cloud?• Something that locks you in for years• Something that has high initial costs• Something that requires you to install onsite equipment
AWS meets all our requirements
Monday, April 29, 13
AWS powers NI’s next gen Access Control System that manages access to all paid digital content:
• Built from the ground up using AWS technologies such as Amazon EC2 and Amazon DynamoDB
• Currently handles 45 million transactions a month with 2 mid-size EC2 instances
• Average response is around 40 milliseconds
• Substantially lower cost than our previous on-premises system
$
AWS in Action at NI: Access Control
Monday, April 29, 13
Amazon$EC2 Amazon EBS Amazon$RDS
CloudWatch Amazon$SNSElas<c$LoadBalancing
DynamoDBAmazon$EMRAmazon$VPC
Elas<c$Beanstalk AWS$CloudForma<on
OpsWorks
AWS Services in Use at NICompute Disk
Rela<onalDatabase Networking Hadoop NoSQL
Database
PaaS Load$Balancing Monitoring$ No<fica<on Deployment Management
Monday, April 29, 13
Currently we are
• Running proof of concept with SAP on AWS
• Migrating Times Archive to AWS (Amazon CloudSearch)
• Continuing to move more of our enterprise computing on to AWS
$
What’s Next?
Monday, April 29, 13
$Monday, April 29, 13
HospitalityTRANSFORM
ED
Monday, April 29, 13
Hospitality
Rapid growth
Cost conscious
IT is undifferentiated heavy lifting
A ‘long tail’ from B&B to boutiques
Monday, April 29, 13
Rapid growth and huge opportunities for online engagement.
Monday, April 29, 13
Focus on the customer
Monday, April 29, 13
Monday, April 29, 13
Monday, April 29, 13
Monday, April 29, 13
Monday, April 29, 13
Monday, April 29, 13
Financial ServicesTRANSFORM
ED
Monday, April 29, 13
Financial Services
Extreme competition
New products and instruments daily
Rapid development and delivery
Rapid experimentation
Monday, April 29, 13
Stringent regulatory, compliance and security requirements.
Monday, April 29, 13
Monday, April 29, 13
Monday, April 29, 13
EnergyTRANSFORM
ED
Monday, April 29, 13
Energy, oil and gas
Huge organizations
Strive for agility
Hundreds of developers
IT is a fundamental component
Monday, April 29, 13
Nest.
Monday, April 29, 13
Monday, April 29, 13
Gavin BainService Manager, Cloud Computing
Monday, April 29, 13
! Copyright of Shell Information Technology International, B.V.
CLOUD APPROACHEnforce Big Rules• No Most Confidential Data in cloud• No Applications on the Business Critical List• Ensure Regulatory Compliance
Protect the Benefits• Agility• Real-time feedback on cost• Pay-per-use
Enable the Business• Provide access to cloud• Support via a Center of Excellence• Encourage best practice and re-use
Monday, April 29, 13
! Copyright of Shell Information Technology International, B.V.
Group Risk Council! No Most Confidential data in cloud! No application on the Business Critical List! Ensure regulatory compliance! All cloud usage covered by an Enterprise AgreementService Rules! Obtain business rep approval for new cases for cloud! Maintain an overview of activity! Maintain audit trail of compliance to big rules! Best practice around IT Service Management applies to cloud too
ENFORCE BIG RULES
Monday, April 29, 13
! Copyright of Shell Information Technology International, B.V.
PROTECT THE BENEFITSPreserve Agility! Loose coupling with existing processes! Rethink provisioning processes! Push towards self-service! Identify and challenge obstacles to agility
Real-time feedback on cost! Make cost directly visible to those consuming the service! Make cost visible to those paying for the service
Pay-per-use! Maintain link between consumption and charges! Preserve ability to flex up and down usage and costs quickly! Create confidence in agility to enable under-sizing of solutions
Monday, April 29, 13
! Copyright of Shell Information Technology International, B.V.
ENABLE THE BUSINESSProvide access to cloud
" Standard option within Service Portfolio" Support models, contracts and chargeback in-place" Account Hierarchy: maintain overview while delegating
Support via Center of Excellence" How-to support for application teams" Guidance on latest developments" Development and reuse of templated solutions
Encourage Innovation, best practice and re-use" Overcome obstacles, identify solutions and share them" Focus discussion on what the business is trying to achieve" Self-service is a great enabler for innovation
Monday, April 29, 13
! Copyright of Shell Information Technology International, B.V.
KEY TAKE-AWAYS" It is important to have a clear view on where cloud can deliver benefit
and use it where it can bring advantage." Don’t engineer the benefit out of the solution, use the inherent features
of market services." Knowing how your data is classified for confidentiality and regulatory
requirements allows a sensible, risk based approach to what can go into cloud.
" Be clear on where responsibilities lie between customer and supplier. Due diligence is important and don’t make assumptions.
" Best practice in IT still applies – and is even more important in a cloud context.
Monday, April 29, 13
Monday, April 29, 13
Health Care & BiotechnologyTRANSFORM
ED
Monday, April 29, 13
Health care & biotechnology
Huge impact
Rapid innovation
Collaborative on a global scale
Monday, April 29, 13
Monday, April 29, 13
Monday, April 29, 13
Video: illumina
Monday, April 29, 13
Monday, April 29, 13
Monday, April 29, 13
Monday, April 29, 13
Monday, April 29, 13
1,000 Genomes Project
250 TB of data
~2,000 complete genomes
Available to all, via S3
Monday, April 29, 13
Monday, April 29, 13
TransportationTRANSFORM
ED
Monday, April 29, 13
Transportation
Highly competitive
Capital intensive
Deliver better customer service
Monday, April 29, 13
Monday, April 29, 13
Monday, April 29, 13
Sean CornwellChief Operating Officer
Monday, April 29, 13
TEAM OF 30, 2/3 ENGINEER
LONDON & SAN FRANCISCO
Monday, April 29, 13
TEAM OF 30, 2/3 ENGINEER
LONDON & SAN FRANCISCO
Monday, April 29, 13
4 YEARS IN DEVELOPMENT
2.5 YEARS DELIGHTING...
Monday, April 29, 13
4 YEARS IN DEVELOPMENT
2.5 YEARS DELIGHTING...
Monday, April 29, 13
ECOMMERCE IS QUICK & CONVENIENT
Monday, April 29, 13
ECOMMERCE IS QUICK & CONVENIENT
Monday, April 29, 13
Monday, April 29, 13
2 THINGS DELIVERY IS NOT...
Monday, April 29, 13
Monday, April 29, 13
WHAT YOU WANT.WHEN YOU WANT IT.
Monday, April 29, 13
‘PAYPAL FOR AWESOME DELIVERY’
Monday, April 29, 13
‘PAYPAL FOR AWESOME DELIVERY’
Shutl is a branded option offered within checkout alongside existing fulfillment methods
Monday, April 29, 13
‘PAYPAL FOR AWESOME DELIVERY’
Shutl takes retailer data, returns price & promise for world’s fastest most convenient delivery
Monday, April 29, 13
‘PAYPAL FOR AWESOME DELIVERY’
Available 24/7 & can be offered for similar price to standard delivery
Monday, April 29, 13
Monday, April 29, 13
CHALLENGES
• RAPID GEOGRAPHICAL EXPANSION • SPEEDING UP MERCHANT INTEGRATIONS• MANAGING PEAKS IN VOLUME• MANAGING COST BASE
Monday, April 29, 13
• ENTERPRISE GRADE SOLUTION• UTILITY PRICING • A TOOL TO MANAGE RISK & UNCERTAINTY• FLEXIBILITY• SCALABILITY
SOLUTION
Monday, April 29, 13
Monday, April 29, 13
Transformation:
What drives it?
Who is doing it?
What is next?
Monday, April 29, 13
Monday, April 29, 13
Who is your customer really?What do people really like?What is happening socially with your products?How do people really use your product?
Monday, April 29, 13
Big DataThe move to real time information
Deeper integration
Vertical application of analytics
Hadoop will become invisible
Monday, April 29, 13
Amazon RedshiftFast, fully managed, petabyte scale
data warehouse service.
Monday, April 29, 13
Amazon Redshift
Fast query and IO performance
Encrypted data and backups. Supports VPC.
Compatible with existing SQL and BI tools.
24 spindle instances for parallel data access.
$999 per TB per year.
Monday, April 29, 13
Now available in Europe.
Amazon Redshift and EC2 High Storage instance types.
Monday, April 29, 13
Connected DevicesIncredible data generators
Device and content are independent
Increasing workforce mobility
Monday, April 29, 13
Security & Privacy
Monday, April 29, 13
Readily available encryption servicesto protect your customers.
Monday, April 29, 13
Continually extend our security options.
Monday, April 29, 13
The most radical and transformative of inventions are those that empower others to unleash their creativity - to pursue their dreams
“
”
Jeff Bezos, Letter to Shareholders, 2012
Monday, April 29, 13