Use Cases For Cloud

With Amazon Web Services

Alex Sinner

33 SERVICES COMPUTE, STORAGE, DATABASE,

APPLICATION MANAGEMENT…

100,000s

OF CUSTOMERS, ACROSS 190 COUNTRIES.

Enterprises migrating existing apps to the cloud

3

Enterprises building new apps, sites & services

2

Building altogether new businesses

1

VARIABLE

EXPENSE

Replace capital

expenditure with variable

expense

ECONOMIES

OF SCALE

Lower variable expense

than companies can

achieve themselves

ELASTIC

CAPACITY

No need to guess

capacity requirements

and over-provision

SPEED AND

AGILITY

Infrastructure in minutes

not weeks

FOCUS ON

BUSINESS

No undifferentiated

heavy IT lifting

INCREASE

INNOVATION

Lower the cost of

experimentation

VARIABLE EXPENSE REPLACE CAPITAL EXPENDITURE

WITH VARIABLE EXPENSE

$0 to get started

Pay as you go

Capital investment

Physical installation

ECONOMIES

OF SCALE LOWER VARIABLE EXPENSE

THAN COMPANIES CAN ACHIEVE THEMSELVES

Scale allows us to

constantly reduce

our costs

We are comfortable

running a high volume,

low margin business

We pass the

savings along to our

customers in the

form of low prices

10’S OF MILLIONS

SAVED WITH FIRST

12 APPS MIGRATED

TO AWS

50% REDUCTION

IN ANALYTICS COSTS

ELASTIC CAPACITY NO NEED TO GUESS CAPACITY REQUIREMENTS

AND OVER-PROVISION

Self

Hosting Waste

Actual demand

Predicted Demand

Rigid

Actual demand

Elastic

TYPICAL WEEKLY TRAFFIC TO AMAZON.COM

Sunday Monday Tuesday Wednesday Thursday Friday Saturday

Sunday Monday Tuesday Wednesday Thursday Friday Saturday

39%

61%

TYPICAL WEEKLY TRAFFIC TO AMAZON.COM

NOVEMBER TRAFFIC TO AMAZON.COM

76%

24%

NOVEMBER TRAFFIC TO AMAZON.COM

NOVEMBER TRAFFIC TO AMAZON.COM

NOVEMBER 10TH 2010 TURNED OFF LAST PHYSICAL WEB SERVER

OF AMAZON.COM

OCTOBER 31ST 2011 TURNED OFF LAST WEB SERVERS SUPPORTING

EUROPEAN BUSINESS

NOVEMBER 10TH 2010 TURNED OFF LAST PHYSICAL WEB SERVER

OF AMAZON.COM

OCTOBER 31ST 2011 TURNED OFF LAST WEB SERVERS SUPPORTING

EUROPEAN BUSINESS

SPEED & AGILITY INFRASTRUCTURE IN MINUTES, NOT WEEKS

Add New Dev Environment

Add New Production Environment

Add New Environment in Japan

Add 1,000 Servers

Remove 1,000 servers

Number of Instances 1,000

Instance Type M3 Extra Large

Availability Zone US-West-2b

Launch

aws.amazon.com/managementconsole

Infrastructure in Minutes Old World: Infrastructure in Weeks

5.000.000 simulations

20 minutes Down from 23 hours

FOCUS ON

BUSINESS NO UNDIFFERENTIATED HEAVY IT LIFTING

Data Centers

Power

Cooling

Cabling

Networking

Racks

Servers

Storage

Labor

Buy and install new hardware

Setup and configure new

software

Build or upgrade data centers

We take care of it… So you don’t have to …

STOP SPENDING MONEY ON

UNDIFFERENTIATED HEAVY LIFTING

INCREASE

INNOVATION LOWER THE COST OF EXPERIMENTATION

ON-PREMISES

Experiment Infrequently

Failure is expensive

Less Innovation

Experiment Often

Fail quickly at a low cost

More Innovation

$ Millions Nearly $0

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

3 HOURS FOR $4828.85/hr

Instead of

$20+ MILLIONS

in infrastructure

CUSTOMERS

INNOVATING

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

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

AWS for Dinosaurs

Torgeir Hovden

Chief Dinosaur - Telenor Digital

Among the major mobile operators in the world 149 million mobile subscriptions

Over 30 000 employeesPresent in markets with 1.6 billion people

Local operators - “Business Units”

Telenor Digital Global Backend

● ID Provider (IDP)

● Authentication

● Authorization

● Service provisioning

● Payment & billing

● Group SMS

● Group Voice

● Analytics

Global Backend APIs

...remember the dinosaur?

Pets or cattle dinosaurs like the pets

State of the art when I studied at the university

I’m a dinosaur

Problem: Senior developers

are dinosaurs

vs

● Ephemeral

● Elastic

● Dynamic

● Services - like S3, SQS

● Pets in cow’s clothing (RDS)

● We run our own DNS

● Static IP addresses

● ssh access

● It’s a machine, I just don’t know where it is

● We cannot use AWS specifics due to

vendor lock-in

Senior Developers can be

undinofied

Train the senior developers first in “cloud thinking” - it’s

more important than for the juniors

Amazon has great training sessions - use them

Decide if you are developing Pets or Cattle

Example: Auto scaling group size 1

Life lesson: if you don't deploy today,

Amazon will make your code redundant

tomorrow.

Corollary: if you can't be bothered to implement

it yourself, just wait a couple of months and

Amazon will catch up with you.

-- senior Telenor developer

Focus on where you can win don’t reinvent the wheel Amazon will invent tomorrow

Amazon has worked with us to find

a solution that worked well for both

parties

Security and data protection

compliance

Two words:

Reserved Instances especially if you’re keeping Pets

...and use services like SQS, S3

…if you are advanced enough to run spot instances you are way beyond the

primary audience of this slide

Everybody cares about money

Use AWS Trusted Advisor

● You may be a dinosaur...

○ ...it’s OK, you can undinofy yourself

● Cloud != Managed Linux Box

● Pets or Cattle? Decide.

● The world wants services

○ IaaS -> PaaS

● Tell people to use AWS as AWS

○ ...not a set of VMs

In summary