Keynote from the Berlin AWS Summit 2013

2. AWS Summit, 2nd May
Dr. Werner Vogels, CTO, Amazon.com
Networking Reception and Partner Expo
Breakout Tracks
9:30 - 11:00
Lunch and Partner Expo12:00 - 13:00
13:00 - 16:25
17:00 - 19:00
Stephen Schmidt, CISO, AWS11:15 - 12:00
Closing Statements16:25 - 16:55

3. Exhibition
Visit our Partner & Solution Expo
• 2 x AWS booths at the Ground Level
• 10 x Partners in the Expo
Gold
Sponsor Silver
Sponsor

4. AWS CloudTalk
Tell us your Opinion and Needs

5. 10 AWS Architecture Reviews
Submit your project or idea for 1 of 10 free AWS Architecture Reviews
- Submit up until 30.06.2013
- Link and QR Code for project submission in the Summit brochure or you can find
a leaflet on your seat

6. #awssummitaws_aktuell
Facebook
Twi5er
www.facebook.com/awsaktuell

7. Dr. Werner Vogels
@werner
CTO, Amazon.com

8. Our largest AWS Summit series, ever.
Auckland
Over 20,000 people registered

9. Amazon Development Center Germany
Now Open!
Offices In Berlin and Dresden
70+ High-Skilled Jobs
AWS & Machine-Learning Technologies

10. Seven years young
Amazon S3 launched: March 14th 2006

11. 33 services spanning
compute, storage, database
and application management

12. 100,000s of customers,
across 190 countries.

13. Here and
abroad

14. A wide range of technologies

15. Consulting Partners Technology Partners

16. AWS Marketplace: Buy Software Pre-Configured to Run on AWS
Growth since Jan 1, 2013
25 categories
778 product listings
Active customers
Usage per customer
102%
53%

17. 31 Price
Reductions
Since 2006
Ecosystem
Global Footprint
New Features
New Services
Infrastructure
Innovation
More AWS
Usage
More
Infrastructure
Economies
of Scale
Lower
Infrastructure
Costs
Reduced
Prices
More
Customers

18. Customer Infrastructure Audits:
Saves money
Improves availability
Closes security gaps
Increases performance
Recent Performance:
329,000 recommendations
$22M in annualized savings
AWS Trusted Advisor

19. 2007 2008 2009 2010 2011 2012
159
82
61
48
24
9
Including:
AWS Oregon Region
Elastic Beanstalk (Beta)
Amazon SES (Beta)
AWS CloudFormation
Amazon RDS for Oracle
AWS Direct Connect
AWS GovCloud (US)
Amazon ElastiCache
VPC Virtual Networking
VPC Dedicated Instances
SMS Text Notification
Including:
Amazon SNS
Amazon CloudFront
Amazon Route 53
S3 Bucket Policies
RDS Multi-AZ Support
RDS Reserved Databases
AWS Import/Export
Including:
Amazon RDS
Amazon VPC
Amazon EMR
EC2 Auto Scaling
EC2 Reserved Instances
Including:
6 new Direct Connect Sites
DynamoDB
RDS in VPC
AWS Trusted Advisor
CloudFormation in VPC
AWS Storage Gateway
Amazon Glacier
Cost Allocation Tagging
CloudFront Live Streaming
Amazon CloudSearch
AWS Marketplace
Red Hat Reserved Instances
New EC2 Instance Types
Multi-AZ Oracle RDS
RDS SQL Server
EC2 RI Marketplace
VM Export
Multiple IPs in VPC
Provisioned IOPS
Oracle Data Pump
New APAC Region - Sydney
AWS Data Pipeline
AWS Pace of Innovation

20. AWS Pace of Innovation
January February March
21
18
14
Including:
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.
53 New Service Announcements
and Updates in Q1 of 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

21. Amazon S3: Over 2 Trillion Total Objects
Q4 2006
Q1 2007
Q2 2007
Q3 2007
Q4 2007
Q1 2008
Q2 2008
Q3 2008
Q4 2008
Q1 2009
Q2 2009
Q3 2009
Q4 2009
Q1 2010
Q2 2010
Q3 2010
Q4 2010
Q1 2011
Q2 2011
Q3 2011
Q4 2011
Q1 2012
Q2 2012
Q3 2012
Q4 2012
Q1 2013
1.1M peak
requests/sec

22. 0
1,500,000
3,000,000
4,500,000
6,000,000
5/22/2010
7/3/2010
8/14/2010
9/25/2010
11/6/2010
12/18/2010
1/29/2011
3/12/2011
4/23/2011
6/4/2011
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

23. Certification Program for AWS Cloud
Computing Professionals
100 Countries and 750 Testing Locations WW
Targeted Toward Solution Architects, Developers and SysOps
First Available Exam “AWS Certified Solutions Architect - Associate Level”
http://aws.amazon.com/certification

24. Amazon DynamoDB
Consistent, high performance with unlimited scale
Managed non-relational database

25. Hash key Attribute 1 Attribute 2 Attribute n
Attributes indexed by a primary hash key.

26. Range keys for additional flexibility.
Hash key Range key Attribute 1 Attribute n

27. Hash key Range key Attribute 1 Attribute n
Range keys for additional flexibility.
Customer ID Date
Delivery
postcode
Total value

28. Hash key Range key Attribute 1 Attribute n
Customer ID Date
Delivery
postcode
Total value
Improve query flexibility and efficiency, while reducing read cost.
Local Secondary Indexes
for Amazon DynamoDB

29. Amazon DynamoDB
Transforming architectures

30. 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

31. 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

33. Transformation:
What drives it?
Who is doing it?
What is next?

34. Transformation:
What drives it?
Who is doing it?
What is next?

35. Economic drivers Abundance of products
Intensifying competition
Growing consumer power
Reduced customer loyalty
Limited capital
Q
$
D
S

36. Uncertainty

37. 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

38. The benefits of cloud
computing.

39. 1. Trade Capital Expense for Variable Expense
$0 to get started
Pay as you go
Saved $34M on
SmartHub app

40. 2. Lower Variable Expense Than Going it Alone
Halved IT hardware
spending while reducing
end-user response
times by 20%
Estimated savings of
60 – 70% compared
to previous web
hosting costs
Reduced the cost of
infrastructure by 50%

41. 3. You Don’t Need to Guess Capacity
Self
Hosting
Waste
Customer
Dissatisfaction
Actual demand
Predicted Demand
Rigid
Actual demand
Elastic

42. Typical Weekly Traffic to Amazon.com
Sunday Monday Tuesday Wednesday Thursday Friday Saturday

43. Typical Weekly Traffic to Amazon.com
Sunday Monday Tuesday Wednesday Thursday Friday Saturday
39%
61%

44. November Traffic for Amazon.com

45. November Traffic for Amazon.com
76%
24%

46. November 10th, 2010
October 31, 2011

47. November Traffic for Amazon.com

48. 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

49. Increase Innovation When The Cost of Failure Approaches Zero
Old world: AWS:
Experiment infrequently
Failure is expensive
Less innovation
Near $0
Experiment often
Fail quickly at a low cost
More innovation

50. 5. Stop Spending Money on Undifferentiated Heavy Lifting
so you don’t have to...We take care of...
Data Centers
Power
Cooling
Cabling
Networking
Racks
Servers
Storage
Labor
buy and install new hardware
set up and configure new software
build new data centers

51. 6. Go Global In Minutes

52. 1. Trade capital expense for variable expense
2. Lower variable expense than companies can do themselves
3. You don’t need to guess capacity
4. Dramatically improved speed and agility
5. Stop spending money on undifferentiated heavy lifting
6. Go global in minutes
The Benefits of Cloud Computing

53. The Foundation for
21st Century Architectures

54. awsofa.info

55. Old world
Development
Experimentation
Flexibility
Years
$$$
Rigid
Availability Scarce

56. Old world
Development
Experimentation
Flexibility
Years
$$$
Rigid
Availability Scarce
AWS
Minutes
$0.00
Elastic
Plentiful

57. Chad Fowler
CTO

58. Hello, we are

59. Failing, scaling, failing,
scaling with AWS
Chad Fowler

60. Wunderlist 2The fastest growing to-do list in the world

61. 250 K
1 14135432 201918171615109876 11 22 25 2821 23 26 2912 24 27 30 31 32 33 MONTHS
USERS
500 K
750 K
1 M
1,25 M
2,25 M
1,5 M
2,5 M
3 M
1,75 M
2,75 M
3,25 M
2 M
3,5 M
2M 14M
2.5M 20M
3M 22M
3.5M 26M
1M 10M
1.5M 12M
500K 5M

62. Typical database-backed
Web API

63. #1To-Do App on Google Play, Chrome & App Store
3world wide features by Apple + Google
600,000new signups within 9 weeks
30,000,000new tasks created
Wunderlist 2 Launch
What we have achieved within only 9 weeks

64. Millions of hungry, polling clients
Mac
Web
Android Phone & Tablet
Windows
iPad & iPhone

65. http://www.flickr.com/photos/fireflythegreat/2845637227/sizes/o/

66. We weren’t
ready

67. Where did we go wrong?

69. AWS is
more than a toolset

70. AWS is
more than just a different source of servers

71. Let’s get back to that...

72. “Legacy”

73. 1 a legacy of the wars: CONSEQUENCE, effect, upshot, spin-off,
repercussion, aftermath, by-product, result.

74. 2 a legacy from a great aunt: BEQUEST, inheritance, heritage,
endowment, gift, patrimony, settlement, birthright; formal
benefaction.

75. 1994 1996 1998 2000
2004 2006
2009
successful challenged failed
Standish Chaos Report

76. For business software that’s deployed, the
average life expectancy is five years.*
*I made this up

77. Homeostasis

78. brain kidneyliver
Metabolize toxic
substances
Blood water level,
re-absorption of substances into
blood, excretion

79. “An inability to maintain homeostasis may lead to death or a
disease, a condition known as homeostatic imbalance.”

80. You are dying
right now!
50 trillion cells in your body
3 million die per second
(this is a guess)

81. emacs “UNIX”
BSD
C-language toolchain
grep Apache
X-Windows System
make

82. Systems
Small components

83. Organisms vs Cells

84. Systems vs Components

85. http://www.flickr.com/photos/joeshlabotnik/4991688551/sizes/o/in/photostream/

87. What is a cell?

88. What is a system?

89. tiny components

90. Kill and replace
cells regularly
forces you to work with small components

91. Force heterogeneity
if it’s hard to do (rewrites) do it all the time

93. Servers are replaceable

94. Add and remove at will

95. Add and remove at will

96. Measure Everything!

100. Fearless Change

101. Crash Tests

102. http://gigaom.com/2012/12/02/pinterest-flipboard-and-yelp-tell-how-to-save-big-bucks-in-the-cloud/
Spot instances are killed
automatically by the system

103. AWS is
more than a toolset

104. AWS is
is an architectural mindset

105. I wish your
applications
and your infrastructure a
long and healthy life

106. Dankeschön!

107. Transformation:
What drives it?
Who is doing it?
What is next?

108. Transformation:
What drives it?
Who is doing it?
What is next?

109. Every industry.
TRANSFORMED

110. Media & Advertising
TRANSFORMED

111. 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 Revenue
Adjusted for Inflation, 1950 to 2012
Source: Newspaper Association of America
Carpe Diem Blog

112. Media and Advertising
New ways to monetize content
Competitive landscape changing
Highly competitive
Driven by data

116. Nikolai Longolius
CEO

127. Health Care & Biotechnology
TRANSFORMED

128. Health care & biotechnology
Huge impact
Rapid innovation
Collaborative on a global scale

135. 1,000 Genomes Project
250 TB of data
~2,000 complete genomes
Available to all, via S3

137. Transportation
TRANSFORMED

138. Transportation
Highly competitive
Capital intensive
Deliver better customer service

141. Hospitality
TRANSFORMED

142. Hospitality
Rapid growth
Cost conscious
IT is undifferentiated heavy lifting
A ‘long tail’ from B&B to boutiques

143. Rapid growth and huge opportunities
for online engagement.

144. Focus on the customer

149. Jeremy Ward
Senior Vice-President Information Technology

150. The Kempinski Brand
Who we are, where we come from and what we believe in, since 1897

151. Portfolio Locations
•Figure includes hotels under operation plus signed deals to date

152. Kempinski DNA
Passion for Luxury
Creating Traditions
People-Oriented
Straightforwardness
Entrepreneurial Performance

154. A Rich Heritage
Hotel Beijing Lufthansa Centre

155. A Rich Heritage
Hotel Baltschug Kempinski, Moscow

156. A Rich Heritage
Kempinski Hotel Ajman, UAE

157. A Rich Heritage
Kempinski Mokuti Lodge, Namibia

158. Locations in Europe
Hotel Adlon Kempinski
Berlin, Germany
Hotel Vier Jahreszeiten Kempinski
Munich, Germany
Çırağan Palace Kempinski
Istanbul, Turkey

159. Locations in MEA
Kempinski Nile Hotel
Garden City
Cairo, Egypt
Djibouti Palace Kempinski
Djibouti
Emirates Palace
Abu Dhabi, UAE

160. Locations in Asia
Siam Kempinski Hotel
Bangkok, Thailand
Hotel Indonesia Kempinski
Jakarta, Indonesia
Kempinski Hotel Haitang Bay
Hainan Island, China

161. Talent Management
Including top and middle management
12’000 new employees
Workforce requirements by 2015:
Time
Employees

162. Kempinski and Amazon Web Services

163. The Monkey Parable

164. A group of scientists placed 5
monkeys in a cage and in the
middle, a ladder, with bananas on
the top.

165. Every time a monkey went up the
ladder, the scientists soaked the rest of
the monkeys with ice cold water.

166. After a while, every time a monkey went to
go up the ladder, the others jumped on
him to stop him

167. After some time, no monkey dare to go
up the ladder regardless of the
temptation.

168. After a week the scientists then decided to replace one of the
monkeys. The first thing the new monkey did was to go up
the ladder.
Immediately the other monkeys jumped on him.

169. After being jumped on several times, the new
monkey learned not to climb the ladder even
though he never knew why.

170. After one more week another new monkey is
introduced, when he goes for the banana ALL
the monkeys (including the new one) jump on
him

171. After one more week another new monkey is
introduced, when he goes for the banana ALL the
monkeys (including the two new ones) jump on him

172. Eventually after five weeks, there are none of the
original monkeys left but any monkey that goes for
the banana gets jumped on

173. Soon no monkeys go for the banana, yet none of
them ever got wet and they’d all happily jump on
any new monkey that went for a banana

174. “If you could ask them why
they don’t try and eat the
bananas”

175. “That’s the way it’s
always been”

178. Kempinski Hotels S.A
28, Boulevard du Pont d'Arve
1205 Geneva, Switzerland
T + 41 22 809 8890
F + 41 22 809 8800
Jeremy Ward
Senior Vice President - IT

179. Financial Services
TRANSFORMED

180. Financial Services
Extreme competition
New products and instruments daily
Rapid development and delivery
Rapid experimentation

181. Stringent regulatory, compliance
and security requirements.

184. Energy
TRANSFORMED

185. Energy, oil and gas
Huge organizations
Strive for agility
Hundreds of developers
IT is a fundamental component

186. Nest.

189. Transformation:
What drives it?
Who is doing it?
What is next?

191. Who is your customer really?
What do people really like?
What is happening socially with your
products?
How do people really use your
product?

192. Big Data
The move to real time information
Deeper integration
Vertical application of analytics
Hadoop will become invisible

193. Amazon Redshift
Fast, fully managed, petabyte scale
data warehouse service.

194. 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.
$999 per TB per year.

195. Now available in Europe.
Amazon Redshift and
EC2 High Storage instance types.

196. Connected Devices
Incredible data generators
Device and content are independent
Increasing workforce mobility

197. Security & Privacy

198. Readily available encryption services
to protect your customers.

199. Continually extend our
security options.

200. 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

201. Thank you.
werner@amazon.com

202. Bronze Sponsors
Silver Sponsors
Gold Sponsor