© 2013 Amazon.com, Inc. and its affiliates. All rights reserved. May not be copied, modified, or distributed in whole or in part without the express consent of Amazon.com, Inc.

ENT206 – Using AWS Enterprise Support to

the Fullest

Simon Elisha, Principal Solutions Architect, Amazon Web Services

November 14, 2013

Fergus Hammond, Senior Manager, Cloud Hosting, Adobe Systems Incorporated

CUSTOMER OBSESSION

…to be Earth’s most customer-centric company…

Constant Focus – Continually Striving to do Better

Choose the

level of

support

suitable for

your

business

Today we are

focussing on

Enterprise

Support

The Basics

Logging a Case

• Unlimited number of “named contacts”

• Ensure they have access via IAM

{

"Statement": [

{

"Effect": "Allow",

"Action": [

"support:*"

],

"Resource": "*"

}

]

}

Choose your

preferred

method of

contact

Choose the Correct Severity Level Severity

Level

Response

Time

Available For

Critical 15 minutes Enterprise

Urgent 1 hour Enterprise, Business

High 4 hours Enterprise, Business

Normal 12 hours Enterprise, Business, Developer

Low 1 day Enterprise, Business, Developer

White glove case routing: Cases submitted by enterprise-level

customers will be recognized and routed directly to specially

trained engineers to ensure fast, accurate resolution to critical

issues.

Customer Story Sometimes bad things happen to

good people…

Technical Account Manager (TAM)

• Focussed on your organization

• Regular, deep, and ongoing engagement

• Learns how you operate – Environment

– Change control

– Business challenges

– Operational challenges

• Able to provide reports and analysis in your preferred format

Types of TAM Deliverables

• Monthly incident reporting

• Proactive project planning

• Cost optimization recommendations

• In-flight project reviews

• Feature requests

• Etc.

“Ran a tech summit for one of our

enterprise customers with a heavy

development focus where we tailored a

full day of workshops with themes

such as automation and deployment,

transcoding and IEM. A massive

turnout and really good feedback.” TAM, Large Online Media Company

It can be what you want it to be…

More Advanced Use

Architecture Support

• Access to a solutions architect – Review new projects

– Explore use cases

– Design reviews

• Engage deeply with your organization to

understand your requirements and nuances

• Bring best practices, patterns, and advice

When it comes to support:

Reactive is the past; proactive

is the future.

Trusted Advisor

Cost Optimizing • Reserved Instances

opportunities

• Underutilized EC2 instances

• Idle ELBs

• Underutilized Amazon EBS volumes

• Etc

Security

• Open ports

• IAM use

• Amazon S3 bucket permissions

• Amazon RDS security

• Etc

Fault Tolerance

• AZ imbalance

• Amazon EBS snapshots

• ASG health

• VPN tunnels

• ELB configuration

• Etc

Performance

• Overutilized instances

• Amazon EBS PIOPS

settings

• Security group

proliferation

• Etc

Useful Way to Track Service Limits

AWS Support API

Support at the End of an API myhost: aws support create-case …

myhost: aws support describe-cases …

myhost: aws support add-communication-to-case …

myhost: aws support resolve-case –-case-id <value>

myhost: aws support describe-trusted-advisor-check-summaries …

myhost: aws support refresh-trusted-advisor-check …

SDK Support to Make it Easier • Ruby

• .NET

• Java

• Node.js

• PHP

• Python

• CLI

• PowerShell

Build Support “Your Way”

• Stealthy startup – Uses the API to monitor their limits – dashboard on the “big

screen” in the office

• NZ company – Tied AWS support tickets into their own trouble-tracking system.

• Your idea here…

Infrastructure Event

Management (IEM)

Create the “War Room”

• Short term, critical support for an event – Product launch

– Advertising campaigns

– Production rollouts

– Public events (e.g. sports, music)

– Cloud migration

• Zero-second response time

• Bring together all the key parties

The IEM Process

Initiation

•Introductions

•Architecture review

•Cost planning

•Limits review

Planning & Execution

•Assist customer-led load testing

•Real-time event support

Review & Closure

•Post event analysis and recommendations

Customer Example

• Large national “one time only” event

• AWS chosen as backup for their existing solution

• Team of 12 stakeholders

• Reviewed architecture

• Coordinated load test (12,000 rps)

• During event, confidence so high that load was shifted for a time to AWS and back again as a “proof point”

© 2013 Amazon.com, Inc. and its affiliates. All rights reserved. May not be copied, modified, or distributed in whole or in part without the express consent of Amazon.com, Inc.

Fergus Hammond, Senior Manager, Cloud Hosting, Adobe Systems Incorporated

ENT206 - Using AWS Enterprise Support to

the Fullest

The Short Story

• Enterprise support was must-have for Adobe – Decision dictated by incident response process

• But Enterprise Support proved to be broadly useful,

beyond incident response – Architecture review of existing products

– Guidance for new teams

– Preparation for events

– Trusted Advisor

About Adobe

• Global leader in digital media and digital marketing

solutions

• Provides tools to create, deploy, measure, and

optimize digital content

Cloud Products @ Adobe

• Creative Cloud

• Marketing Cloud

• Digital Publishing Suite

• PhoneGap

• Typekit

• Acrobat.com

• Behance

• Revel

• And growing via new products & acquisitions

History

• Photoshop.com image processing & hosting

• Low-cost hardware in colos; high availability via

application layer

• Omniture purchase in 2009

• Operations teams outside of IT run hosted apps

Adobe Creative Cloud

• Trends: mobile, social cloud

• Latest versions of desktop & mobile apps and

updates

• Cloud storage, syncing, and sharing

• Cloud services for building websites, apps,

publications

• Integration with Behance

How We Picked AWS

• Quickly!

• February 2011 decision > October 2011 launch of

Creative Cloud

• Pockets of existing AWS experience

• Aging hardware in colos, technology gaps (e.g.,

object storage), limited footprint

• It felt like the right time to make the jump into AWS

Shared Cloud

• Internal service platform for

product development

• Efficiency evolution: centralized

operation > centrally operated

PaaS

• Existing product teams

contribute workers, increasing

value of platform

How We Started

• New code base & key new hires with

AWS experience

• Using compute & storage; limited use of other

services

• With some incorrect assumptions…

What We Knew About AWS

• Elastic storage and compute

• Global footprint

• Low cost

• Run by invisible,

API-providing aliens

What Was Much Better Than We Thought

• Higher level services keep our focus on

differentiating our own products

• Higher level services enable infrastructure as code

• Services are added and improved at a rapid pace

• Amazon’s Enterprise Support offering is superb

Creative / Shared Cloud Architecture

• Multi-Availability Zone & multi-region

• Reserved Instances for baseline; on-demand for peaks

• Three regions: US East, EU (Ireland), Asia Pacific (Tokyo)

• Most AWS services in use

• Git, Jenkins, Chef, AWS CloudFormation automate deployment & configuration management

More on AWS Services

• Rock-solid base of elastic, API-provisioned compute and storage at low cost

• Real value to Adobe is up the stack – Higher level services make it easier for us to engineer our products

– Higher level services make it easier for us to deploy and operate our products

• Traditional virtualization & other public clouds make the sysadmin’s job easier

• AWS replaces the sysadmin – infrastructure becomes part of the code

Lessons Learned

• Multi-AZ architecture is essential for improving

availability

• Concerns about cost runaways are exaggerated

• AWS Enterprise Support is superb – Consistent, knowledgeable, reliable, innovative

– Knows our product and is part of our team

How – And Why – We Use Enterprise Support

• Guidance for new AWS users

• Review of existing product architecture

• Dealing with disruptions – Rare and impact usually small

– Essential for customer-facing / revenue generating service

– AWS technical staff seem like Adobe employees

Two Examples of Support Excellence

• Creative Cloud launch – TAMs heavily involved in supporting launch; extended members of

Adobe team

– Provided recommendations that reduced risk

• Elastic Load Balancing pre-warming & Amazon S3 bucket partitioning

• Hurricane Sandy – TAMs equipped with rain jackets & microphones

– Kept us informed on Virginia status

– Can’t overcommunicate when impact could be so large

Results and Next Steps

• Using AWS has resulted in lower cost, higher

availability, and reduced time-to-market

• AWS Enterprise Support is essential

• Planned expansion of Shared Cloud platform

• Growth of products already on Shared Cloud

• Greater use of Trusted Advisor (particularly re: RIs)

Because We All Have Our Own “Super Bowl”

"A large contributor to the success of Shazam’s Super Bowl event

was the work done beforehand with the help of AWS Enterprise

Support. Working hand in hand with a dedicated Technical

Account Manager, the support team provided real-time assistance,

ensuring our application would scale to meet the anticipated

demand of the event. In addition to the up-front support, the AWS

Enterprise Support team also provided around the clock

monitoring and assistance from the US and Europe during the

event and had AWS engineering resources on standby should

their assistance be required.”

Jason Titus, CTO, Shazam

Next Steps?

Visit the support portal

• aws.amazon.com/premiumsupport

Enquire or sign up

• aws.amazon.com/premiumsupport/enterprise

Listen!

• aws.amazon.com/podcast

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presentation

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winners daily for completed surveys!

ENT 206