Original Webinar presentation from Simon Elisha on CloudFront.

1. Amazon CloudFront
Delivering Dynamic Content From The Edge
© 2011 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.

2. Agenda
What is a Content Delivery Network (CDN)?
Introduction to Amazon CloudFront.
Getting Started – Creating a Distribution.
Using CNAMEs & Migrating Content Serving from S3.
Serving Private Content & Geo-Blocking.
Streaming Content.
A Word About Route53.
Pricing.
Getting Started.
Q & A.
2
© 2011 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.

3. What is a CDN?
How it works
A content delivery network (CDN) uses a network of servers in
geographically dispersed locations (edge locations) to cache copies
of content close to end users, lowering latency when they download
or stream the objects.
When a specific page, file, or program is requested by a user, the
server dynamically selected to deliver the content is based on
closest network proximity or the one with the fewest network hops to
the end user.
Content is replicated across edge locations thereby providing
redundancy.
3
© 2011 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.

4. CDN Benefits
Improves customer experience with faster page loads - bounce rates
go down and customers stay on your site longer.
SEO benefits: site speed and load times are important to search
engine ranking.
• A study by Google showed that every ½ second of page load time dropped
customer traffic by 20%. Google factors in page load times in their quality score.
Mobile users on limited bandwidth connections get to your site faster.
Takes load off your web server.
Reduces costs.
Makes your site more reliable and scalable.
Great for software/patch distribution.
4
© 2011 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.

5. CloudFront in a Nutshell.
Low latency. Improves content load times.
High bandwidth. Enables high bit rate HD video.
and other bandwidth-heavy applications.
Redundant. Eliminates single points of failure.
Scalable. Ensure great experience as number of
end users grows.
Global. Worldwide network provides great
experience regardless of geography.
Cost-effective. Pay as you go model provides
flexibility for your business.
5
© 2011 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.

6. Key features for CloudFront.
RTMP (Flash) and HTTP delivery
Low Minimum Content Expiration Periods (Zero seconds)
Live and VOD
Adaptive Bitrate Streaming
HTTP/HTTPS File Delivery
Private Content
Programmatic Invalidation
Industry-compliant, detailed Access Logs
AWS Management Console
Full control via APIs Amazon CloudFront
Support for dynamic content NEW!
6
© 2011 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.

7. How CloudFront Works: Non-Cached Object
If content not cached – object Request routed to most
requested from origin CloudFront optimal edge location
S3 bucket or Edge
custom origin Locations
with content 2 1
End-user requests content
Cached copies of
objects
3 4
Data transfer of content to Data transfer of cached content
CloudFront edge location to cache to end user (if cached)
7
© 2011 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.

8. How CloudFront Works: Cached Object
Request routed to most
CloudFront optimal edge location
S3 bucket or Edge
custom origin Locations End-user requests content
with content
1
Cached copies of
objects
2
Data transfer of cached content
to end user (if cached)
8
© 2011 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.

9. How CloudFront Works Dynamic Content
User to CloudFront
Routing based on lowest latency
TCP Optimizations
Persistent Connections
Elastic Load Amazon EC2
Balancing
Static Content
Amazon CloudFront
CloudFront to Origin
Separation of static and dynamic content
Persistent connections to each origin
Network paths monitored for performance Amazon S3
9
© 2011 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.

10. CloudFront’s global presence.
Europe
Amsterdam
North America Dublin
Ashburn, VA (2) Frankfurt (2)
Dallas, TX (2) London (2)
Jacksonville, FL Milan Asia
Los Angeles, CA (2) Paris (2) Hong Kong
Miami, FL Stockholm Osaka
Newark, NJ Singapore (2)
New York, NY (2) Sydney
Palo Alto, CA Tokyo
Seattle, WA
San Jose, CA South America
South Bend, IN Sao Paulo
St. Louis, MO
10
© 2011 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.

11. Creating a CloudFront Distribution
Demonstration
© 2011 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.

12. © 2011 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.

13. What do I need to code?
Direct HTTP access:
http://<cloudfront distribution URL>/filename
Try it yourself in your browser now…
Visit: http://cftest.dcin5.com
© 2011 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.

14. Using Your Own Website Name
CNAME Demonstration
© 2011 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.

15. © 2011 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.

16. What do I need to code?
Direct HTTP access using CNAME:
http://<Your CNAME URL>/filename
Try it yourself in your browser now…
Visit: http://cftest.dcin5.com
© 2011 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.

17. Migrating Content Serving from S3
Many existing customers serve their static content directly
from S3 today.
• Robust
• Efficient
• Reduces load on Web Servers
• Cost Effective
Simple to migrate to using a CloudFront Distribution.
• If you already use CNAME on your S3 bucket, it is a zero disruption
or coding change.
• http://docs.amazonwebservices.com/AmazonCloudFront/latest/Dev
eloperGuide/MigrateS3ToCloudFront.html
© 2011 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.

18. Serving Private Content
Private Content Feature authenticate users with signed URLs
• Uses policy-driven access controls for control and flexibility
• Restrict on resource or path, time, source IP
• Signatures generated using asymmetric encryption
SSL delivery and RTMPE streaming encrypt bytes on the wire
Origin Access Identities secure your content in Amazon S3
Identify and Access Management (IAM) to control who can
configure your CloudFront distributions
© 2011 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.

19. Geo-Blocking Content
Useful if you need to restrict your
content based on where the user
is physically located.
Process
• 1. End user requests a page on
your site
• 2. Your web server sends the user
IP address to a geo-location
service
• 3. Geo-location service returns the
geographic location of your end
user
• 4. Your web server determines if
access is allowed, and generates
a CloudFront signed URL Full Tutotrial in Developer Guide:
• 5. End user browses content using http://docs.amazonwebservices.com/AmazonCloudFront/latest/De
the signed URL veloperGuide/RestrictingCFDistributionsByLocation.html
© 2011 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.

20. Live Streaming
© 2011 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.

21. CloudFront Streaming
HTTP Live Streaming with EC2 running FMS or
Windows Media Services
1 FMS
Fragments 2 IIS Media
& Services
Manifests
London
HTTP
Paris
NY
© 2011 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.

22. LiveStreaming Adobe® FMS
CloudFormation template to create
a LiveStreaming stack in minutes
© 2011 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.

23. Easy Streaming
from S3
© 2011 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.

24. CloudFront Streaming
RTMP streaming for FLV and MP4 media container file
formats and the VP6 and H.264 codecs from S3
London
RTMP
Paris
NY
© 2011 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.

25. “Images and other static files are
published to Amazon Simple Storage
Service buckets and video content is
served via Amazon CloudFront to a
global audience…
…another benefit of migration has
been the reduction of server costs by
over 50%”
© 2011 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.

26. In-house content
publication server
Video assets in S3
© 2011 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.

27. In-house content
publication server
Video assets in S3
Streaming
Distribution
© 2011 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.

28. In-house content
publication server
Video assets in S3
Edge
Location
delivery
London
Streaming
Paris Distribution
NY
© 2011 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.

29. Dynamic Content Support
Dynamic content is the interactive or personalized portion of
a website, created on-the-fly for each end user.
• News
• Weather
• Sports
• Social media
• Advertising
© 2011 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.

30. Dynamic Content Support
Simple DIY configuration with web console
Simple to Use No consultants to hire
No proprietary languages to learn
Designed to work with origins in Amazon EC2
AWS Integration Connections to AWS regions closely monitored
Standard AWS resources (like CloudFormation)
No additional charges or set up fees
Low Cost Pay only for requests and data transfer
© 2011 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.

31. Dynamic Content Support
Multiple Cache Behaviors NEW!
Multiple Origin Servers NEW!
Origin Connection Protocol
Viewer Connection Protocol
Minimum Expiration Period NEW!
Query String Parameters NEW!
© 2011 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.

32. Rapidly Adding Features, Expanding Scope.
2009 2010 2011 2012
• New Lower Pricing Tiers • Singapore Edge Location • Paris Edge Location • Milan Edge Location
• Access Logging Capability • Private Streaming • (IAM) Identity & Access • Osaka Edge Location
• CloudFront Management • Price Drop Management • Lower Minimum Content Expiration
Console • HTTPS Support • Price Drop
Periods
• Private Content • • Free Inbound Data Transfer
Lower 1-Hour TTLs • Live Streaming FMS 4.5
• Streaming Video on Demand • Stockholm Edge Location
• Access Logs - Streaming • Geo-blocking tutorial
• Live Streaming Support
• NYC Edge Location • Sao Paulo Edge Location • Second Virginia Edge Location
• Enhanced Logs • Second LA Edge Location • Second Singapore Edge Location
• Default Root Object • San Jose Edge Location • Second Frankfurt Edge Location
• Invalidation • South Bend Edge Location • London Edge Location
• Custom Origins • Sec. NY Edge Location • Smooth Streaming Support
• Service Level Agreement • Large Object Support • Dynamic Content Support
• Jacksonville Edge Location • CloudFront Tops 20K • Multiple Cache Behaviors
customers
• Multiple Origin Servers
• Query String Parameters
• Second Dallas Edge Location
• Second Paris Edge Location
• Sydney Edge Location
© 2011 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.

34. Local Customer Examples
© 2011 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.

35. All About the Customer Experience…
Amazon is a metrics driven company.
We focus on metrics that capture the end user
experience: the “last mile,” not internet “backbone”
data centers.
Your customers do not live in data centers.
© 2011 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.

36. Some Performance Metrics to Consider
Gomez Large Object Test* Gomez Small Object Test*
Asia Asia
12.000
10.702 12.000
Download Time (Seconds)
10.303
Download Time (Seconds)
10.000
10.000
8.203
7.654
8.000
8.000
6.000
6.000
4.000 3.468
4.000
2.000 1.626
2.000 1.301 1.104
0.000
0.000
Last Mile
Last Mile
CloudFront CDN A CDN B CDN C
CloudFront CDN A CDN B CDN C
Last mile data based on 37,052 observations – 1MB object Last mile data based on 32,058 observations – 12kb object
Amazon CloudFront leads large object performance in Asia Amazon CloudFront second behind CDN A
*The Gomez tests were designed and conducted by Amazon using the
Compuware Corporation performance network. The test results have
not been reviewed, approved or endorsed by Compuware Corporation
© 2011 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.

37. Scale & Elasticity – No Penalty for “Overages”
Example: Video banner ad customer
80
70 Peak usage over 60 Gbps
Delivered (Gbps)
Volume of Data
60
50
40
30
20
10
0
8:00 AM 9:00 AM 10:00 AM 11:00 AM 12:00 PM 1:00 PM 2:00 PM 3:00 PM 4:00 PM 5:00 PM 6:00 PM 7:00 PM 8:00 PM 9:00 PM
© 2011 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.

38. A Word About Route53
Highly-Available & Scalable DNS Service.
Uses the same Edge Locations as CloudFront.
API-Driven for fast automation.
Designed to scale & be cost-effective.
Now supports latency-based routing.
© 2011 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.

39. Pricing
No Commitment
or sign-up fee
Scale as you
need
Further discounts
for Reserved
Capacity
Traffic+Requests
40
© 2011 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.

40. Getting Started
Simply sign up for CloudFront at http://aws.amazon.com/cloudfront
Either use Amazon S3 or your own custom origin for storing the
objects.
Create a distribution using CloudFront.
Place the CloudFront URL on your site.
Lots of existing plugins for WordPress, Joomla, Maven, etc.
See for yourself!!
© 2011 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.