Keynote AWS Summit 2013 Sao Paulo

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Juliano Tubino

@jtubino

Marketing Director, Amazon Web Services

Thank you to our sponsors

Gold

Silver

Bronze

AWS Summit 2013

Keynote: Dr. Matt Wood

Intervalo visita Expo - Soluções & Parceiros

Services Overview

Deep Dive

Best Practices

Use Cases

Arquitecture

Coquetel Encerramento

09:30 -‐ 11:00

11:30 -‐ 13:00

Break

13:00

18:00 – 19:00

15:30 -‐16:00

Apresentacoes e Videos:http://awshub.com.br

Pessoal e totalmente transferivel

Network: AWS 2013Password: summit2013

Wireless Network

Vamos escrever juntos a historia do Cloud Computing no Brasil

Dr. Matt Wood

@mza

General Manager, Data Science

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Thank you.

Our largest AWS Summit series, ever.Over 36,000 people registered

MumbaiDelhi

Bangalore ~

Building blocksCompute, Storage, Database & Application Services


Resizable computeresources


Non-relationaldatabases

Seven years youngAmazon S3 launched: March 14th, 2006

100,000s of customers, across 190 countries.

30+ services spanning compute, storage, database and application management

December 14th, 2011

10,000s of customers across La1n America

Both here and abroad

More AWS Usage

More Infrastructure

Economies of Scale

Lower Infrastructure

Costs

Reduced Prices

More Customers

Infrastructure Innovation

More AWS Usage

More Infrastructure

Economies of Scale


Costs

Reduced Prices

More Customers

Ecosystem

Global Footprint

New Features

New Services

Infrastructure Innovation

More AWS Usage

More Infrastructure

Economies of Scale


Costs

Reduced Prices

More Customers

More AWS Usage

More Infrastructure

Economies of Scale


Costs

Reduced Prices

More Customers

37 price reductions since 2006

Over 580 partners in Latin America.Over 385 here in Brazil.

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

AWS Pace of Innovation

January February March April May June July

1214

201921

1814Including:

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.

124 New Service Announcements and Updates so far in 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

Instances

AWS Free Usage Tier Now Includes Amazon

ElastiCache

Amazon DynamoDB Reduces Prices

AWS Elastic Beanstalk for Node.js

Amazon RDS now supports 3TB and 30,000

Provisioned IOPS per database instance

Announcing EBS-Optimized Support for

Additional Instance Types

Including:

Amazon Redshift and EC2 High Storage instances in

US West (Oregon)

Lower request pricing for S3

EC2 tags console page

Price reduction for Windows On-Demand EC2 instances

AWS Elastic Beanstalk supports VPC and IAM

Roles

Secondary Indices for DynamoDB

Global Certification Program

Including:

New Edge Location in Seoul, Korea

GA of Node.js SDK

4000 IOPS per EBS volume

AWS Direct Connect in Seattle

OpsWorks launches CloudWatch metrics and

ELB support

Parallel scan and lower cost reads for DynamoDB

7 new features for Elastic Transcoder

Including:

Amazon Redshift available in Asia Pacific (Tokyo)

RDS General Availability and SLA

Amazon RDS price reduction

AWS Direct Connect available in Dublin

AWS Free Tier supports RHEL

Including:

Resource-level permissions for Amazon EC2 and RDS

Amazon EC2 Dedicated Instances price reduction

MapR M7 for EMR

Updated Elastic Beanstalk console

AWS SDK for .Net v2

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

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

A wide range of technologies

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%

Customer Infrastructure AuditsSaves moneyImproves availabilityCloses security gapsIncreases performance

Recent Performance:329,000 recommendations$22M in annualized savings

AWS Trusted Advisor

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


“

”


Transformation:

What drives it?

Who is doing it?

What is next?

Transformation:

What drives it?

Who is doing it?

What is next?

Economic drivers

Abundance of products

Intensifying competition

Growing consumer power

Reduced customer loyalty

Limited capitalQ

$D

S

Uncertainty

Addressing UncertaintyAcquire resources on demand

Release resources when no longer needed

Pay for what you use

Leverage others’ core competencies

Turn fixed cost into variable

Perfect fit

Defined by technology?

The benefits define cloud computing.

1. Trade Capital Expense for Variable Expense

$0 to get startedPay as you go

Average of 400 servers replaced

per customer

Source: IDC Whitepaper, sponsored by Amazon, “The Business Value of Amazon Web Services Accelerates Over Time.” July 2012

2. Lower Variable Expense Than Companies Can Do Themselves

Source: IDC Whitepaper, sponsored by Amazon, “The Business Value of Amazon Web Services Accelerates Over Time.” July 2012

70% lower 5 year TCO per app

AWS

On-premises $3.01M

$0.90M

50% reduction in analytics costs

Saved 85% on web hosting expenses

Saved $34M on SmartHub app

3. You Don’t Need to Guess Capacity

Capacity

Predicted Demand

Time

Rigid. Self hosting.


Capacity

Predicted Demand

Time

Real demand



Capacity

Predicted Demand

Time

Real demand

Underutilized



Capacity

Predicted Demand

Time

Real demand

Underutilized

Underprovisioned



Capacity

Predicted Demand

Time

Real demand

Underutilized

Underprovisioned


Actual demand

Capacity

Time

Elastic.

Typical Weekly Traffic to Amazon.com

Sunday Monday Tuesday Wednesday Thursday Friday Saturday





39%

61%

November Traffic for Amazon.com

November Traffic for Amazon.com

November Traffic for Amazon.com76%

24%

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

Increase Innovation When The Cost of Failure Approaches Zero

Old world: AWS:

Experiment infrequently

Failure is expensiveLess innovation

Near $0 Experiment often

Fail quickly at a low costMore innovation

5. Stop Spending Money on Undifferentiated Heavy Lifting

so you don’t have to...We take care of...

Data CentersPowerCoolingCabling

NetworkingRacksServersStorageLabor

buy and install new hardware

set up and configure new software

build new data centers

6. Go Global In Minutes

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

The Foundation for 21st Century Architectures

Old world

Development

Experimentation

Flexibility

Years

$$$

Rigid

Availability Scarce

AWS

Minutes

$0.00

Elastic

Plentiful

Old world

Development

Experimentation

Flexibility

Years

$$$

Rigid

Availability Scarce

AWS

Minutes

$0.00

Elastic

Plentiful

Rodrigo PaolucciCEO

• Startup founded in 2004 and currently leader in Latin America in professional management and distribution of online videos.

• Supports an annual traffic of 15PB, ensuring the delivery

and analysis of more than 400 million video views/month.

• The videos delivered by Samba Tech reach 1 every 10 unique users in Brazil and generate about 2 billion requests per month.

“AWS is a key partner for the Samba Tech, helping to transform innovative ideas into reality for our customers.”

"The AWS offers the security and

scalability that Samba Tech infrastructure

needs to meet its many customers throughout

Latin America." -Lydian Ramalho

Head of IT

About Samba Tech e the challenge

• The Samba Tech challenge is to ensure the quality and safety of delivery with a large volume of media, keeping high the SLA level to meet the growing demand of its various customers.

• In addition, there is a need for a reliable and resilient infrastructure to support the Analytics of Samba Videos, solution that performs the processing of billions of data per month to generate accurate information for strategic decision-making of its customers.

• The "on demand" model of Amazon Web Services meets fairly adherent Samba needs, supporting the large variations of demand with safety and reliability.

Business Benefits

PARAGRAFO RESUMO CASO _ KEY WORDS de BENEFICIO, DESAFIO

VENCIDO – RESUMO DO CASO EM UM PARAGRAFO

• Low cost innovation infrastructure and control spending.

• Simplified infrastructure management, with quick and easy access to additional capacity.

• SLA performance doubled with the fault-tolerant architecture and high-availability supported by AWS.

• Easier provisioning and reduction in the development cycle with deployments 15 x faster



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Transformation:

What drives it?

Who is doing it?

What is next?

Transformation:

What drives it?

Who is doing it?

What is next?

Every industry.

TRANSFORMED

Financial ServicesTRANSFOR

MED

Financial Services

Extreme competition

New products and instruments daily

Rapid development and delivery

Rapid experimentation

Stringent regulatory, compliance and security requirements.

40 days to 50 hoursFaster time to market.

Increase security of data collected and processed.

Insurance

Insurance

Very price sensitive

Highly competitive

Driven by data

Huge capacity requirements (sometimes).

4000 and 5000 cores on Amazon EMR.

10,000 scenario models.

5 trillion data points.

20 TB of data.

Once a month.

Agricultural weather insurance.

15x data growth since last year.

No need for onsite visits.

Media & AdvertisingTRANSFOR

MED

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

Media and Advertising

New ways to monetize content

Competitive landscape changing

Highly competitive

Driven by data

Hundreds of middle tier services.

10,000s of EC2 instances in multiple regions and zones.

70 billion events a day.

Gerson FerreiraIT Director

• The April Group is one of the largest and most influential media groups and education of Latin America.

• The group is composed of April S.A., a company responsible for media (Editora Abril, Digital Media, Elemídia, MTV and color) Graphics, logistics and distribution, and April.

“Use AWS as a natural extension of our own Datacenter ".

“We believe the projects with AWS are naturally

more viable, if compared with the tradi1onal model,

because we pay just for what we use” Gerson Ferreira

IT Director

O Desafio

• After the acquisition of Total Express, the Grupo Abril had to plan a 60% expansion in operations, that would have implications and direct investments in the datacenter to support the demand.

• We chose AWS for agility, flexibility and scalability without the need for infrastructure investment. Paying exactly what we consume, avoiding waste and ensuring performance at the highest peaks.

Benefícios alcançados



• Infrastructure provisioning and migration of data in record time

• High availability and significant improvement in the performance of the services

• Elasticity and flexibility to meet the seasonality of holidays

• Low investment cost and fair operating, without waste.

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Research & EducationTRANSFOR

MED

Research & Education

Huge impact

Rapid innovation

Collaborative on a global scale

1000 Genomes Project

250 TB of data

~2000 complete genomes

Available to all, via S3

500,000 undergraduate and graduate courses.70 campuses. Largest Moodle installation.

BroadcastingTRANSFOR

MED

Broadcasting

Spiky

Multiple devices

Increasingly interactive

Live, real time

Marcelo GuerraInternet and Engineering Lead, Rede Globo

• A Rede Globo sustenta o título de uma das maiores redes de televisão do mundo.

• Atualmente a emissora abrange 98,44% do território Nacional, atingindo 5.482 municípios e 99,50% da população.

• São mais de 2.500 horas de novelas e mais de 1.800 horas de telejornalismo anuais.

“Todos os nossos projetos que se adequam ao uso de nuvem tem a AWS como solução base”.

“Atualmente temos mais de 60 produtos na AWS, além de usá-‐la para aplicações de

segunda tela com a TV” -‐ Marcelo Guerra –

Internet and Engineering Lead

Sobre a Empresa e o Desafio

• A Rede Globo tinha como desafio evitar a compra desnecessária de hardware e software para usos pontuais (Programas como Big Brother Brasil e The Voice Brasil 2).

• Também existia a necessidade de melhorar o SLA de implantação aliada a possibilidade de confiabilidade e redundância proporcionada pela nuvem da AWS.

• Sendo assim, o modelo “on demand” da Amazon Web Services se encaixa perfeitamente as necessidades pontuais da empresa suportando as grandes variações de demanda com grande segurança.




• O acordo de nivel de serviço (SLA) duplicou o seu desempenho deixando os clientes internos e externos mais satisfeitos.

• O tempo de implantação teve uma redução significativa de 50%.

• Aumento da segurança e performance dos 60 projetos que possuem a base da AWS.

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Energy & ManufacturingTRANSFOR

MED

Energy & Manufacturing

Huge organizations

Strive for agility

Hundreds of developers

IT is a fundamental component

10x faster. 30% of the cost.

Running SAP entirely on AWS.Finance, Sales and Distribution, Purchasing, Project

Management, Business Intelligence, HANA

HospitalityTRANSFOR

MED

Hospitality

Rapid growth

Big opportunities for online engagement

IT is undifferentiated heavy lifting

A ‘long tail’ from B&B to boutiques

E-CommerceTRANSFOR

MED

E-Commerce

Variable usage

Rapid innovation

Social and viral lift

2000 new stores in 1 day.

Reduced AWS bill by 40%.

300 E-commerce stores.$2 billion in transactions in 2012.

Frederico TrajanoCIO/COO

“A AWS permite que nossos

desenvolvedores criem soluções inovadoras com muito mais

agilidade”

Frederico Trajano

• Uma das maiores redes de bens duráveis do Brasil com 734 lojas.

• Receita Bruta de ~ R$ 9 bilhões

• Forte cultura corporativa com foco em pessoas e inovação:

Lojas virtuais em 1992 E-commerce em 2000 Magazine Você em 2012 Chip Luiza em 2012

A Empresa

• Crescer e inovar com agilidade e rapidez. Magazine Você Big Data Mobile Clube da Lu

• Desenvolver com custos adequados.

• Melhorar o nível de serviço, alta disponibilidade com qualidade e segurança.

Desafios


• A AWS acelerou o processo de desenvolvimento de quatro novos canais de vendas em um ano e meio

• Boa experiência com carregamento de página 2 vezes mais rápido e o taxa de rejeição caindo pela metade. Ex. Liquidação Fantástica e Black Friday.

• Redução da despesa com hospedagem.

• Prêmio E-commerce mais inovador do Brasil pelo e-bit 2013.

Transformation:

What drives it?

Who is doing it?

What is next?

Transformation:

What drives it?

Who is doing it?

What is next?

Big DataThe move to real time information

Deeper integration

Vertical application of analytics

Hadoop will become invisible

Amazon RedshiftFast, fully managed, petabyte scale

data warehouse service.

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.

< $1000 per TB per year.

Connected DevicesIncredible data generators

Device and content are independent

Increasing workforce mobility

Security & Privacy

Readily available encryption servicesto protect your customers.

Readily available encryption servicesto protect your customers.

Hardware security modules

AES-256 encryptionSSL for data in transit

IAM federation

Private subnets

VPC by default Key rotation

Multi-factor authentication

SOC 1 & 2

SAS70 Type II

FISMA moderate

ITAR

HIPAA

DIACAP

FedRAMP

PCI DSS Level 1

ISO 27001

1. Experience

2. Breadth and depth of functionality

3. Pace of innovation

4. Global footprint

5. Price cutting philosophy

6. Ecosystem

HOW TO CHOOSE A CLOUD VENDOR


“

”


Until 13.00: Expo!Meet partners and sponsors and the

AWS Latin America team.

Thank [email protected]

@mza

mailto:[email protected]




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Keynote AWS Summit 2013 Sao Paulo

Technology