AWS Summit Singapore, Keynote address with Stephen Orban - Head of Enterprise Strategy, Amazon Web Services. May 19th 2015

1. Welcome
@stephenorban!
Stephen Orban, Head of Enterprise Strategy, AWS!

2. How Is The AWS Business Progressing?

3. 2012 2013 2014
Amazon S3 Usage
102% YoY increase in data transfer
to and from S3
(Q4 2014 vs Q4 2013, not including Amazon use)

4. 2011 2012 2013 2014
Amazon EC2 Usage
93% YoY increase in EC2
instance usage
(Q4 2014 vs Q4 2013, not including Amazon use)

5. 2008 2009 2010 2011 2012 2013 2014
Over 1 Million Active
Customers
“Active customer” is defined as a non-Amazon customer with AWS account usage activity in the past month, including the free tier

6. Startup Customers
Meerkat!

7. Enterprise Customers

8. Public Sector Customers

9. Premier Consulting Partners

10. ISV Partners

11. Gartner
“Magic
Quadrant
for
Cloud
Infrastructure
as
a
Service,”
Lydia
Leong,
Douglas
Toombs,
Bob
Gill,
Gregor
Petri,
Tiny
Haynes,
May
28,
2014.
This
Magic
Quadrant
graphic
was
published
by
Gartner,
Inc.
as
part
of
a
larger
research
note
and
should
be
evaluated
in
the
context
of
the
enMre
report.
The
Gartner
report
is
available
at
hNp://aws.amazon.com/resources/analyst-­‐
reports/.
Gartner
does
not
endorse
any
vendor,
product
or
service
depicted
in
its
research
publicaMons,
and
does
not
advise
technology
users
to
select
only
those
vendors
with
the
highest
raMngs.
Gartner
research
publicaMons
consist
of
the
opinions
of
Gartner's
research
organizaMon
and
should
not
be
construed
as
statements
of
fact.
Gartner
disclaims
all
warranMes,
expressed
or
implied,
with
respect
to
this
research,
including
any
warranMes
of
merchantability
or
fitness
for
a
parMcular
purpose.
Gartner Magic Quadrant
Cloud Infrastructure as a Service

12. The fastest growing multi-billion dollar
enterprise IT company in the world
Amazon Web Services > 40%
Salesforce 26%
VMware 15%
Google 15%
CDW 12%
Microsoft 8%
Cisco 7%
SAP 7%
EMC 6%
Oracle 0%
Teradata -1%
CA -3%
Symantec -4%
HP -5%
IBM -12%
Multi-billion dollar
enterprise IT vendors
Most recent YoY
revenue growth rate

13. Cloud Has Become The New Normal

14. What Are The Patterns Of This New
Normal?

15. Speed Is Not Just For Start-ups:
Companies of All Sizes Will Move Faster Than Ever Before
1

16. It’s Hard To Stay Competitive Today Without
The Cloud

17. Old World
Large upfront capital investment
Basic compute and storage only
Responsible for feature upgrades
Slow to get new capabilities
Low, variable cost
Broad and deep platform
New features arrive daily
Ready to use

18. 24
48 61
82
159
280
516
2008 2009 2010 2011 2012 2013 2014
AWS Rapid Pace Of Innovation
516 major new features and services launched in 2014

19. Enterprises Are Using The Cloud For New Apps
& Digital Transformation
StatCast App platform Healthcare E-commerce
Digital Personal Finance Web Telecommunications

20. The Next Globe
in the Cloud
Ernest Cu,
President & CEO!

21. #1 mobile brand in the Philippines
49.2 million mobile & broadband customers
US$ 7.6 billion market capitalization
6,182 employees
967,000 business partners

22. 19 March 2015

23. Globe leverages the best cloud services available.
Virtual servers Cloud storage Database-as-a-service Big data
Cloud security Auto-scaling Load balancing Operations intelligence

24. The digital face of Globe, cloud-powered.

25. Globe device registration engine,
cloud-powered.

26. The newest Globe retail
experience, cloud-powered.

27. Globe big data platforms,
cloud-powered.

28. Accelerated adoption.
776 cloud instances were fired up in 2014.
Cost efficiency.
Up to 60% lower TCO vs. on-premise projects.
Cost optimization.
Up to 40% of AWS cloud workloads in run / stop state.

29. Invention + experimentation.
Globe Innovation: Prove an idea in less than a day.
Enterprise scalability.
Peak up to 1,000,000 instance hours / month as needed.
Business agility.
Instant provisioning vs. 80-day buying path.

30. All for the Customer.
Wonderful services delivered faster, better.

31. Thank You!

32. Start-ups Build Businesses From Scratch In The
Cloud
2

33. No legacy Lower cost structureNo dependencies
S
Move quickly
Building All Applications In The Cloud

34. Disrupt Long Standing Industries, Quickly
Hotels Storage Gaming
Groceries Matchmaking

35. A Startup’s Journey
Rajesh Lingappa, Co-founder & CTO

36. About RedMart
Online grocery service in Singapore, launched in 2011
Raised $35M through Series B
Averaging 12% Mo/Mo revenue growth since launch
400+ employees, 40+ engineers in Singapore and Bangalore

37. Recently released native iPad app.
About 70 percent web / 30 percent mobile.
Unparalleled Service.
Best-in-class Apps.
Android iOS

38. The Journey
MVP, Growth, Scaling, & beyond…

39. Magento 1.5.1
Running on a single server
Storefront, DB, admin, photos
MVP

40. MVP++
Delivery API
Cache
Product Photos
RDS
Inventory App
RDS, S3
Magento Cluster
Inventory / Delivery apps

41. Redis
The (Re)launch! - Jul 2013
Delivery API Rating
Product
Photos
W
WMS
Route 53
Bespoke
eCommerce API
Web Servers
Bespoke eCommerce platform
Zero downtime migration from Magento
5x speed improvement at 1/3 cost (storefront)
Google ranking improved tremendously
Launched WMS, iOS app & new site in 2 weeks
Admin

42. Growth
• Infra Managed on Chef
• Started our BI initiative mid 2014
– Redshift + ETL scripts
– Tableau-based dashboard

43. Scaling
Inventory
OP
Delivery
Delivery
Rating
Referral
Referral
Rating
Rating
Credit
Credit
Order
notification
promo
address
Device
Private Subnet - Services Private Subnet - Enterprise
Apps
Scale App
E9 App
[GUI]
E9 App
[WS]
Q Cluster
Q Cluster
OP
API
LB-1
API
LB-2
Scale DB
E9 DB
eComm DB backend DB
RDS
Admin FE
Delivery
FE
Device
FE
RDS FE
Authorizer
FE
site
web app
Public Subnet
Cache
Cache
admin
API ELB (api.redmart.com)
API API
MySQL DB
APIAPI
rndr
rndr
Buddy API
ELB
task
performer
rndrdelivery
proof
Credit
Inventory
pick path
Task
Performer
FE
Internal Services LB 1 (HA) Internal Services LB 2 (HA)
Internal Services ELB (services.redmart.com)
PIM
Cabot
hop
authorizer
promo

44. Our Stack

45. It’s only the beginning…
Machine Learning
Autoscaling Code Deploy
Kinesis
EC2 Container
Service

46. Thank You!

47. Customers Want Access To The
Complete Package
3

48. Key Components Of Agility
+ =
Quick to
provision
Don’t have to
reinvent the wheel
Vast infrastructure
technology platform

49. More Functionality Than Any Other
Infrastructure Provider
Enterprise Applications
Administration & Security
Core Services
Platform Services
Infrastructure
AWS Marketplace

50. More Functionality Than Any Other
Infrastructure Provider
Enterprise Applications
Administration & Security
Core Services
Platform Services
Infrastructure
AWS Marketplace

51. “IT organizations cannot treat cloud
IaaS providers like commodities”
Lydia Leong

52. Customers Want To Use The Leading Platform
Largest customer &
partner community
Most functionality
Longest
experience

53. Customers Want To Use The Leading Platform
Largest customer &
partner community
Most functionality
Longest
experience

56. 2007 2009 2011 2013
SAP go-live Change of
Ownership - HNA
Infrastructure
Improvements
EDI Billing

59. Why AWS?
Cost Agility
Managed
Capabilities

67. The Old Shackles Are Loosening
4

68. Old World Databases
Lock inProprietary
Punitive licensing with
limited flexibility
Contract
Very expensive
S

69. It’s Why Customers Have Been Moving To More Open,
Customer Friendly, Less Expensive Database Engines

70. …But, to get comparable performance
to proprietary databases is hard

71. MySQL compatible
Available, durable, and fault tolerant
5X better performance of high-end MySQL database
Highly scalable and secure
Thousands of customers in the preview
1/10th the cost of the leading
commercial database solutions
Amazon
Aurora

72. Reinvention Is Continuous
5

73. For Example, Consider Compute…
m1.small General Purpose (M3)
Compute Optimized (C4)
Memory Optimized (R3)
GPU Optimized (G2)
Storage Optimized (D2)
IO Optimized (I2)
Low cost, burst-able performance (T2)

74. Building With Smaller Blocks
Quicker to build Lower costEasier to adapt and update

75. Amazon EC2 Container Service
Launch and terminate
Docker containers
Across a cluster
of EC2 instances
Mount persistent
volumes at launch
Private Docker
repositories

76. EC2 Container Service Is Now Generally Available
Available to
all customers
Management
console
Geographic
expansion
US East, US West, EU
West, Sydney and Japan
CloudTrail
integration
aws.amazon.com/ecs

77. A New Service Scheduler For Long-running
Applications
Scale containers
up and down
Distribute traffic
via ELB
Automatically
recover unhealthy
containers
Deploy updated
containers &
definitions

78. Shrinking Compute To Atomic
Scale With AWS Lambda

79. AWS Lambda: An Event Driven
Computing Service
Events from AWS services Cloud Functions in
Node.js
Automatic execution with
no servers to provision
Cloud functions in
Java

80. How Are Customers Using
AWS Lambda?
Data triggers
Stream processing
Indexing &
synchronization
IoT
Server-free
back-end

81. SingPost eCommerce
re:inventing Singapore Post - a transformation story
enabled by the cloud
Marcelo Wesseler, CEO SingPost eCommerce Pte. Ltd
marcelowesseler@singpost.com

83. 1000+ eCommerce Clients
*Parent Company Singapore Post Rating report by Standard & Poor
Full Service eCommerce
Solutions in Asia Pacific
Localized front end, payments,
order & store management
Logistics
Centers24 4 Call
Centers 8 Languages
& Dialects
Asia’s
eCommerce
Hub in
Singapore
$4.4B market capitalization*

84. Singapore
|
Malaysia
|
Indonesia
|
Philippines
|
Thailand
|
Korea
|
Japan
|
Australia
|
New
Zealand
|
Vietnam
+
Omni-­‐Channel
Retailing
(Rolling
Out)
42
desktop
&
mobile
sites
in
10
countries
in
2
years
with
6
more
to
go
between
now
and
June
30th.

85. Asia Market Trends
16%
26%
39%
11%
8%
13%
22%
44%
11%
10%
Global online population
by region (millions)
2009 2014
Digital Evolution
Index

86. Asia Market Trends
Marketing Technology

87. Scalability is essential

88. Essential eCommerce Components
eCommerce
Technology&Payment Performance Marketing
Regional Customer
Care
Warehousing &
Fulfillment
Merchandizing and
Store Management
Delivery & Returns
Management

89. Database
Tier
Service
Tier
OM
Tier
Caching
Tier
Frontend
Tier
Availability Zone Availability ZoneManagement
SES
SQS
CloudWatch
S3
CloudFront
• Suite of pre-built services allow rapid building
and deployment of applications
• Multi AZ Architecture
• 203 - EC2
• 42 - RDS
• 1,150,000 - S3 Objects
• Spend grew from $250K to $1.5M
• Transactions grew 10x
• eCommerce Platform: Own
• OMS & Fulfillment: Supplier/Own
• Marketing: ExactTarget, SiteOlytics.com

90. 90

91. Thank you!

92. Moving To The Cloud Is Not A Binary Decision
6

93. On-premises Cloud?
What Role Does
Hybrid IT Play?

94. Services For Hybrid IT
On-premises AWS
Virtual Private Cloud
Direct Connect
AWS Config
Storage Gateway
Integrated
networking
Directory Service
Identity Federation
Integrated
identity
Integrated
management
AWS CloudTrail
Backups
OpsWorks
Deployment
CodeDeploy
vCenter & System Center
plugins

95. Hybrid IT Is Part Of The Journey,
Not The Destination

96. Customers & Partners Are Becoming Cloud-First
7

97. Bold Move In 2009

98. Cloud-First with AWS: Now Common in 2015
Enterprise customers ISV partners

99. “Friends don’t let friends
build data centers”
Charles Philips, CEO

100. Fighting Gravity

101. Thank You

102. Glenn Gore
Head of Architecture, Asia Pacific
Amazon Web Services

103. Companies Will Use Data More Expansively
Than At Any Other Point In History

104. It’s never been easier and less expensive to
collect, store, analyze & share data

105. COLLECT | STORE | ORGANIZE | ANALYZE | SHARE

106. COLLECT | STORE | ORGANIZE | ANALYZE | SHARE

107. Introducing The Amazon Elastic File System
A fully managed file system for EC2
Highly available and durable
SSD-based
Automatic data replication across AZs (like S3)
Very high throughput and low latency
Grows to petabyte scale, elastically

108. Simple: An Easy To Use, Fully
Managed File System
Create a scalable file system in seconds
Seamless integration with existing apps
Supports NFSv4
Deploy
No upfront or minimum costs

109. Elastic: A File System That Grows
And Shrinks, Automatically
Dynamically and automatically resizes as data is added or removed
No need to provision storage capacity or performance
Pay only for the storage space you use

110. Scalable: A File System For Virtually
Any Workload
Grow to petabyte scale
Throughput and IOPS scale automatically
Support for thousands of concurrent NFS connections
Consistent low latency access

111. Amazon EFS Preview
Summer 2015
Register for the preview today: aws.amazon.com/efs

112. COLLECT | STORE | ORGANIZE | ANALYZE | SHARE

113. More And More Customers Are
Adopting Machine Learning
Email targeting Recommendations Social news
Digital health Language processing Auto-scaling

114. A Legacy Of Machine Learning
At Amazon
“Customers who bought this also bought…”
Natural language processing
Search
Vision systems in Fulfillment Centers

115. How do we provide all internal teams with
access to machine learning?

116. Announcing Amazon Machine Learning
A Fully Managed Machine Learning Service for Developers

117. Prediction
Data-driven Development
Real time & dashboards
Kinesis
EC2 & Lambda
Analysis & reporting
Redshift, S3 & EMR
Mobile Analytics

118. Automatically find patterns in existing data &
make confident predictions on new data
Predictive Models And Machine Learning

119. Machine Learning By
Example
Based on what you know
about a customer:
Will they use your product?

120. Machine Learning By
Example
Based on what you know
about a customer:
Will they use your product?
Based on what you know
about an order:
Is that order fraudulent?

121. Based on what you know
about a news article:
What other articles are interesting?
Machine Learning By
Example
Based on what you know
about a customer:
Will they use your product?
Based on what you know
about an order:
Is that order fraudulent?

122. Statistics
Model building
Cross-validation
Algorithms
Transformation
Machine Learning
Challenges for Developers

123. Statistics
Model building
Cross-validation
Algorithms
Transformation In production
Machine Learning
Challenges for Developers

124. Machine Learning
Challenges for Developers
Statistics
Model building
Cross-validation
Algorithms
Transformation In production At scale

125. Easily create machine learning models
Visualize and optimize models
Put models into production in seconds
Battle-hardened technology
Introducing Amazon
Machine Learning

126. Train and optimize models on GBs of data
Batch process predictions
Real-time prediction API in one-click
No servers to provision or manage
Easy to Use, High Performance

127. Amazon Machine Learning is integrated
across AWS data stores
S3, Redshift and RDS
Wealth of data now available to ML
Data & Amazon
Machine Learning

128. Grouping Customers:
An Experiment
45 days
2 Developers
92% accuracy

129. 20 minutes
1 Developer
92% accuracy
Grouping Customers:
An Experiment
45 days
2 Developers
92% accuracy

130. Fighting Gravity

131. Thank You