(Presented by Intel) Each application places a different set of requirements on the underlying infrastructure. Whether it is web, big data analytics, technical computing, or general enterprise applications, applications are run more efficiently when performance, IO bandwidth, and memory capacity have been custom-tailored for that specific application. Jason Waxman, GM and VP of Intel’s Cloud Platform Group, looks under the hood at the different types of processors that comprise Amazon Web Services instances and shares insights from Intel IT and industry best practices for right-sizing infrastructure for different application characteristics and capabilities. By leveraging the underlying performance, security capabilities, and flexibility of various instance types, developers can more easily migrate applications into the cloud and drive down TCO for cloud-based services.

1. Delivering Compelling Experiences:
Choosing the Right Instance for Application
Optimized Performance
Jason Waxman, GM & VP Cloud Platforms Group, Intel Corporation
November 14, 2013

2. Compelling
Experiences
Personal
drive Growth
Predictive Analytics
Pervasive
Improve healthcare
Big Data & Analytics
Infrastructure4
43% CAGR
Perceptual
Video/Media
16X in mobile video traffic
Content Delivery
Video Search 4X in servers for media/graphics
Voice & Gestures 20X
Personal assistant
Natural Interaction
2
3
growth in speech driven mobile network traffic1
>22X
in smartphones with gesture recognition features1

3. The High Costs of a Bad Experience
On an average consumers tell:
9
people about
good experiences…
16
..and
1.http://www.digitalservicecloud.com/resources/blog/good-customer-service.html
about bad
experiences1

4. Delivering Compelling Experiences
What’s
Required?

5. Diverse Needs, Common Themes
DEVELOPER
REQUIREMENTS
AGILITY
EFFICIENCY
RELIABILITY
Fast Service Delivery
Elasticity/Scalability
CONSUMER
EXPECTATIONS
Personal &
Customized
Cost to Serve Services & APIs reduce
headcount required
Cost Effective
Stable, Consistent
Privacy/Security
Service Availability
Privacy/Security

6. Delivering the best experience
AGILITY
EFFICIENCY
SCALE:
OPTIMIZE:
SECURE:
TAKE ADVANTAGE OF
AWS ELASTICITY
CHOOSE THE RIGHT
INSTANCES
MANAGE RISKS FOR
INCREASED DURABILITY
RELIABILITY

7. Delivering the best experience
AGILITY
EFFICIENCY
SCALE:
OPTIMIZE:
SECURE:
TAKE ADVANTAGE OF
AWS ELASTICITY
CHOOSE THE RIGHT
INSTANCES
MANAGE RISKS FOR
INCREASED DURABILITY
RELIABILITY

8. Intel is using Amazon Web Services
An Intel Company
Intel®
Cloud
Services
Platform

9. Mashery API Management Service
•
•
•
•
175 Customers
60,000 Applications
215,000 Developers
500,000,000 API calls/day
An Intel Company

10. Scaling enables responsiveness
Mashery relies on AWS elasticity
• Capacity Planning - Robust Development and QA
environment to perform load tests and deploy proofof-concept silos
• Modular Infrastructure - Loosely coupled singlepurpose servers that scale horizontally
100X
NEWS VOLUMES FOR SOME
CUSTOMERS AT PASSING OF
CELEBRITY IN EARLY 2012
• Globally Distributed - Extend the infrastructure to
where you customers are…every AWS Region,
reaching every corner of the globe.
From 100 queries/sec to 100,000 queries/sec in a matter of minutes

11. Kevin Baillee
CEO, Atomic Fiction

12. Company Overview
• Atomic Fiction crafts high-end visual effects (VFX) for film and television.
• Specialties include digital environments and character work
• Staff scales with projects, varying between 15 and 50 artists
• Known for high end work, medium volume, low cost
• Big company infrastructure, small company vibe
• Developing innovative approaches to reducing technological costs in
order to fee up resources for experienced artistic talent.

13. Company Overview

15. Our AWS Story
•
•
•
•
•
•
Pixar-sized render farm in minutes. iMac-sized the next.
Only pay for what we use
No physical limits on computing = no physical limits on creativity
Seamless experience through tools like ZYNC
Decreased load, thus increased performance, on local filesystem
Same price for faster artist turnaround
• 100 computers for 10 hours = $2,200
• 1000 computers for 1 hour = $2,200

16. Problems we’re trying to solve
• The problem: how do we “unlimit” creativity while staying profitable?
• Freeing the creative so that directors can achieve their vision
• Artists need iterations in order to hit “the look” and stay on schedule
• Need security, task-appropriate stats, and unlimited availability on demand
• Choosing the right instance: speed vs memory vs cost
• c1.xlarge – 20 compute units, 7GB RAM
• Low cost per hour for lightweight compositing tasks
• cc2.8xlarge – 88 compute units, 60.5GB RAM
• Beefy RAM, good $ per compute unit cost proposition
• Working with our partners at ZYNC, implementation was plug & play!

18. Star Trek Into Darkness

19. Star Trek Into Darkness

20. Star Trek Into Darkness

21. Star Trek Into Darkness

22. Key Learnings/What’s Next?
• For Star Trek Into Darkness, we achieved exactly what JJ Abrams wanted
• Key findings:
• For over 80% of tasks, cc2.8xlarge was fastest & most cost effective
• Given higher per-hour costs, efficient utilization of high end instances is
critical. Partial hours = wasted money!
• Burstability was critical for hitting deadlines. Ran between 0 and 400
instances simultaneously depending on the needs of the moment.
• Grew over 200% month-over-month two months in a row
• Our ideal instance would be inexpensive, high compute power (Intel Xeon
E5-2600 v2), medium memory (32-48GB) with nVidia GPU.
• Next for us: moving even more of our workflow into the cloud!

24. Delivering the best experience
AGILITY
EFFICIENCY
SCALE:
OPTIMIZE:
SECURE:
TAKE ADVANTAGE OF
AWS ELASTICITY
CHOOSE THE RIGHT
INSTANCES
MANAGE RISKS FOR
INCREASED DURABILITY
RELIABILITY

25. CPU & Memory
Intensive
Optimize: Choose the right Instance
CR1 Memory
M3 Standard
Optimized Enterprise Instance
E5-2670
Applications
E5-2670
G2 GPU Instance
Graphics
E5-2670
Rendering
Cluster Graphics Instance
Cloud RAN
M2 Memory Optimized
Content Delivery
and Gaming
E- Commerce
Dedicated
Hosting
Micro Instance
X5570
Small
Cell
M1 Standard Instance
Cold
Storage
Higher latency, lower throughput
I/O Intensive
High
Cluster
Compute
Performance
Instance
Computing
E5-2670
Edge
Big Data
Storage
Low End –
Optimized
Networking
C1 Compute
Routing
Instance
Storage
De-dupe
High Memory
E5-2650
Lower latency, higher throughput

26. Intel® Cloud Services Platform
• 175,000 Users
• 5M users by 2014
• Entire path of production
is on AWS
• 1448 instances…
Our Wake Up Moment…
One month we spent $300K…60% of which we found later was wasted…
• We were spinning up instances and forgetting they were on
• We had larger instances than we actually needed
• Most instances never went over 10% utilization…

27. Optimize for Efficiency
Select the Right Instance
Keys to Success
• Analyze: “Trusted Advisor”
• Select the right type of instance
for your workload
• Size & Features
• # of Instances
• Reserve instances where possible
for cost efficiency
108hrs
PER WEEK OF
UNUTILIZED INSTANCES
$100K
OF SAVINGS BY TURNING
OFF NON PRODUCTION
INSTANCES AFTER HOURS
>60%
TOTAL SAVINGS

28. Steve Litster, PhD.
Global Head of Scientific Computing
Novartis Institutes for Biomedical Research
Accelerating Science

29. Novartis Institutes for BioMedical Research
(NIBR)

Unique research strategy driven by patient needs

World-class research organization with about
6000 scientists globally

Intensifying focus on molecular pathways shared by
various diseases

Integration of clinical insights with mechanistic
understanding of disease

Research-to-Development transition redefined
through fast and rigorous “proof-of-concept” trials

Strategic alliances with academia and biotech
strengthen preclinical pipeline

30. Accelerating the Science
 Requirements
Large Scale Computational Chemistry Simulation
Results in under a week
Flexible target
Ability to run multiple experiments “on-demand”
 Challenges
Sustained access to 50000+ compute cores
Ability to monitor and re-launch jobs
No additional Capital Expenditure
Internal HPCC already running at capacity
 Job Profile
Embarrassingly Parallel
CPU Bound
Low I/O, Memory and Network requirements
Virtual Screening
Target
Molecule
Compound
Molecule
binding
site
"Lock"
"Keys"

31. The Cloud: Flexible Science on Flexible Infrastructure
Engineering the right infrastructure for a workload:
 Software runs the same job many times across instance types
 Measures the throughput and determines the $ per job
 Use the instances that provide the best scientific ROI
 CC2 instance (Intel Xeon® ‘Sandy Bridge’) ran best for this

32. Super Computing in the Cloud
Metric
Compute Hours of Science
341,700 hours
Compute Days of Science
14,238 days
Compute Years of Science
39 years
AWS Instance Count-CC2




Count
10,600 instances
$44 Million infrastructure
10 million compounds screened
39 Drug Design years in 11 hours for a cost of …$4,232
3 promising compounds identified

33. Key Learnings/What’s Next?
 Diversity of Life Sciences brings unique challenges
 Spend the time analyzing and tuning
 Flexibility, Scalability and Performance
 Time to rethink and retool
 Challenge the Science and the Scientist
 Collaboration
 Future plans
 Chemical Universe : 166 Billion cpds ≤ 17 atoms (Extreme scale CPU)
 Next Generation Sequencing in the Cloud (Extreme CPU, Mem, I/O)
 “Disruptive” Technologies-Imaging (x10 NGS requirements!)

34. Delivering the best experience
AGILITY
EFFICIENCY
SCALE:
OPTIMIZE:
SECURE:
TAKE ADVANTAGE OF
AWS ELASTICITY
CHOOSE THE RIGHT
INSTANCES
MANAGE RISKS FOR
INCREASED DURABILITY
RELIABILITY

35. Optimizing for Security Performance
(w/AES-NI)
m1.xlarge m3.xlarge
higher performance saves cost
Intel Internal Benchmark
1
$5.6K/year
21
50-75%
SAVINGS
1
2
3
42
Instance Requirements for 400mbps
OPEN SSL PERFORMANCE
1 - Not required but added for redundancy
2 - Requirement is 3.2, but you can’t buy .2, so round up to 4
$10K/year
By upgrading from
m1.xlarge to the more
expensive m3.xlarge
because of AES-NI

36. NASDAQ OMX
OUR TECHNOLOGY
OUR GLOBAL PLATFORM
CAN HANDLE MORE THAN
WE LIST ~3300
GLOBAL COMPANIES WORTH
IS USED TO POWER MORE THAN
1 MILLION
MESSAGES/SECOND
$6 TRILLION
70 MARKETPLACES
I N
5 0
COUNTRIES
IN MARKET CAP REPRESENTING
AT A MEDIAN SPEED OF
DIVERSE INDUSTRIES AND
S U B - 5 5
MICROSECONDS
MOST WELL-KNOWN AND
MANY OF THE WORLD’S
INNOVATIVE BRANDS
FinQloud R3 (Regulatory Record Retention)
Durable/Available
Elastic
Security
Cloud Computing Platform
Exclusively for Financial Services
Transparent
POWERED BY AMAZON WEB SERVICES
Cost Effective
36

37. NASDAQ OMX Security Protocols
Data Classification
Define and enforce what is
and is not approved for
the Cloud
Encryption
Data Classification
at all times (in flight and at
rest) SSL for all data
Security
Audit
Any action someone does
in R3 is audited and
fully transparent to system
admins and regulators
AWS
Built In Security
IAM, MFA, VPC, Direct
Connect private circuits,
routing/firewalls, etc
* Highly confidential data must be encrypted
and the keys must be stored in HSMs

38. Technology: What’s Next
Intel® Xeon®
Processor
E5-2600 v2 Family
Rack Scale
Architecture
Software Defined
Infrastructure

39. Diversity of Datacenter Workloads
CPU & Memory
Intensive
E5-2680v2
CR1 Memory
M3 Standard
Optimized Enterprise Instance
E5-2670
Applications
E5-2670
“New” EC2 C3
Graphics
Compute Optimized
High
Cluster
Compute
Performance
E5-2670
Rendering
Instance
Computing
w/ Latest Intel® Xeon®
G2 GPU Instance
Cluster Graphics InstanceProcessors
E5-2600v2
Cloud RAN
X5570
Edge
E5-2670v2
M2 Memory Optimized
Big Data
Content Delivery
and Gaming “New” EC2
E- Commerce
Dedicated
Hosting
Micro Instance
Small
Cell
M1 Standard Instance
Cold
Storage
Higher latency, lower throughput
Storage Optimized
C1 Compute
Routing
Instance
Storage
De-dupe
Storage –
Low End
w/ Latest Intel® Xeon®
Optimized
Networking
E5-2600v2 Processors
I/O Intensive
E5-2670
High Memory
E5-2650
Lower latency, higher throughput

40. Technology Matters
Amazon Web Services
discloses instances based on
Intel Xeon

41. New 2013 AWS C3 Compute-Optimized
Instance
SC’13
484 TFLOPs*
26K
cores based on
Intel® Xeon®
processor
E5-2680v2
Powered by “NEW” Intel® Xeon® E5-2600v2 processor family
*SC’13 Submission

42. The Future of the platform:
Intel Rack Scale Architecture Innovation
Orchestration
Open Network Platform
Storage – PCIE –SSD &
Caching
Photonics & switch fabric
Silicon – Intel® Atom™ & Xeon
CPU / Mem Modules
Network platform – Flexible &
Cost effective
Increase utilization thru storage
aggregation
Extreme Compute and Network
bandwidth
Platform Flexibility - Increase
useful life, and capacity
Increases Agility, Efficiency & Reliability

43. The Future of Infrastructure:
Intel’s Approach to Software Defined Infrastucture
BROADEST ENABLED ECOSYSTEM
Integrated and optimized for all leading commercial
and open source operating environments for more
seamless Data Center operations
EXPOSED & INTEGRATED TELEMETRY
Hardware and infrastructure attributes are exposed
and integrated with orchestration software for deeper
insight & optimal provisioning management
PLATFORM AND ARCHITECTURAL LEADERSHIP
Standards-based compute, network and storage
building blocks in Intel’s Rack Scale Architecture drive
maximum infrastructure efficiency and flexibility
AMAZON WEB SERVICES (AWS)
Service Assurance Manager
Rack Scale Architecture
Storage
• Scalable Intel®
Atom® &
Xeon® storage
solutions
• SSD’s with
Cache
Acceleration
• Luster
• NVM/Crystal
Ridge
Network
• Open Network
Platforms
• Wind River
OS
• DPDK
• Cave Creek
• Silicon
Photonics
A world where the application defines the system
Compute
• Intel Xeon
• Atom®C2000
• Intel Xeon
Phi
• Integrated
graphics
• TXT

44. Delivering the best experience
AGILITY
EFFICIENCY
SCALE:
OPTIMIZE:
SECURE:
TAKE ADVANTAGE OF
AWS ELASTICITY
CHOOSE THE RIGHT
INSTANCES
MANAGE RISKS FOR
INCREASED DURABILITY
RELIABILITY