When getting started with cloud one of the initial considerations is how to adapt the culture of a business to fit to innovation. Many businesses are really Digital Business, and digital workloads provide a good opportunity to explore the breadth of the Amazon Web Services platform - as they help you build confidence and understanding on how cloud can enable you to rapidly achieve your business outcomes, and drive innovation. In this session we will walk through adapting to become a Digital Business, and showcase different types of digital workloads that you can get started with on the Amazon Web Services platform and provide practical demonstrations and guidance on how to rapidly deploy and scale workloads to meet your business demand.

1. © 2016, Amazon Web Services, Inc. or its Affiliates. All rights reserved.
May 2016
Digital Workloads on AWS
Alex Smith - @alexjs – alexjs@amazon.com

2. “Amazon is a technology company
that happens to sell books online”
– Dr. Werner Vogels, CTO Amazon.com

3. Our customers are
“Digital”

4. Digital Startup Customers
Meerkat

5. Digital Enterprise Customers

6. Digital Public Sector Customers

7. What does
“Digital”
really mean?

8. Turning
Data
into
Business Value

9. …through
Software

10. (Digital) Media
Companies

11. (Digital) Media
Companies

12. Digital businesses build
their business models
as code around their
data assets.

13. Digital Business Rules
1. Digital businesses build their business models as code
around their data assets.

14. What about
hardware?

15. Hardware-driven IT
Old IT
Software on virtual hardware
“Private Cloud”
Even older IT
Software on hardware
1:1

16. New IT
• Unlimited resources
• No financial risk
• Software-defined,
dynamic architecture
• 100% automated
• Flexible
• Deployed in minutes
• World-wide
• Secure
• Robust

17. Cloud =
no physical
limitations

18. The Cloud
is
available
to everyone

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

20. Digital Businesses differentiate
themselves purely through:
ideas, data and
customer relationships

21. Digital Disruption
The faster you get new ideas to market,
The better you collect, analyze and predict data,
The quicker you react to customer feedback,
The more successful you are.

22. * As of 1 Feb 2016
2009
48
280
722
82
2011 2013 2015
AWS Rapid Pace of Innovation

23. 1,950
Services and Features
since 2006
AWS Direct
Connect
AWS Elastic Beanstalk
GovCloud
Amazon CloudTrail
CloudHSM
WorkSpaces
Amazon Kinesis
Amazon
AppStream
Amazon SNS
Identity & Access
Management
Amazon Route 53
AWS Import/Export
Amazon SWF
Redshift
Dynamo DB
CloudSearch
AWS Data
Pipeline
AWS Certificate Manager
AWS KMS
Amazon Config
Amazon RDS
for Aurora
WorkDocs
Directory
Service
CodeCommit
AWS CodePipeline
AWS Service
Catalog
CloudWatch Logs
Amazon EFS
Amazon API
Gateway
Amazon Machine
Learning
AWS Device Farm
AWS WAF
Elasticsearch Service
QuickSight
Import/Export Snowball
RDS for MariaDB
Amazon Inspector
AWS IoT
EC2 Container
Registry
Amazon
ElastiCache
AWS
CloudFormation
Mobile
Analytics
AWS Mobile Hub
AWS Storage Gateway
AWS OpsWorks
Elastic Transcoder
Amazon SES
EC2
Container Service
Amazon Cognito
AWS CodeDeploy
Glacier
Amazon WorkMail
Lambda
* As of 1 Feb 2016

24. Digital Business Rules
1. Digital businesses build their business models as code
around their data assets.
2. Digital businesses bring new ideas quickly to market,
analyze data in real-time and put their customers at the
center of what they do.

25. Where is the
bottleneck?

26. TOCB
Easier to digitize in start-ups and companies like Amazon. Too
much legacy in large enterprises that are an anchor.

27. Video Media
SDI
Dedicated
Hardware
Satellite Playout
Systems
No personalisation,
10000:1 analytics
IP
Software
Processing
OTT Delivery
Per-user-per-device
personalisation,
1:10000 analytics
Legacy Innovation

28. Publishing Media
Migration of consumption
Personalisation and
recommendation
Expanded contributor base

29. Process Legacy: Deploying More Frequently
Lowers Risk
Smaller Effort
“Minimized Risk”
Frequent Release Events:
“Agile Methodology”
Time
Change
Rare Release Events:
“Waterfall Methodology”
Larger Effort
“Increased Risk”
Time
Change

30. Process Legacy: Deploying More Frequently
Increases Learning
Rapid Learning
Time
Change
Rare Release Events:
“Waterfall Methodology”
Infrequent Learning
Time
Change
L > C
Frequent Release Events:
“Agile Methodology”

31. Legacy
Process・Architecture

32. Digital Business Rules
1. Digital businesses build their core business models as
code around their data assets.
2. Digital businesses bring new ideas quickly to market,
analyze data in real-time and put their customers at the
center of what they do.
3. Digital businesses don’t cling to legacy. They adopt an
innovation culture.

33. How do I get there?

34. Increasing Efficiency
Lift and Shift
10% - 30%
cost reduction
1 – 3 months

35. Increasing Efficiency
Lift and Shift
10% - 30%
cost reduction
1 – 3 months
Optimized for Cloud
3 – 9 months
30% - 50%
cost reduction

36. Increasing Efficiency
Lift and Shift
10% - 30%
cost reduction
1 – 3 months
Optimized for Cloud
3 – 9 months
30% - 50%
cost reduction
Cloud Native
3 - 12 months
50% - 80%
cost reduction

37. Changing Media Landscape

38. NABShow 2016 – Key Trends
OTT is the new normal
Scaling Non Linear Editing for 4K
OTT Playout of 4K/UHD Content
Increasing personalisation
Agnostic DRM solutions

39. Trends: OTT is the new normal
Disruption of a 90 year old
industry
TV isn’t dead: it’s reborn
Eurovision
- 1956: Coaxial
- 2016: YouTube

40. Trends: 4K Editing
Scaling challenges – 25 vs 225
Prefers a storage centric
architecture
Software in its infancy

41. Trends: 4K / UHD OTT Playout
More scaling challenges
Consumer demand is trailing
Investment must be made
soon before demand increases

42. Trends: Increasing Personalisation
Traditional Ratings Changed
1:10000 → 10000:1
From broadcast to narrowcast

43. Trends: Increasing Personalisation - Value
Family profile sharing
Content discovery and
creation
Churn prediction and
avoidance

44. Trends: Agnostic DRM Solutions
Avoid lock-in
Growing device strategy
Market flexibility
Just-In-Time encryption

45. Recap

46. Digital Business Rules
1. Digital businesses build their core business models as
code around their data assets.
2. Digital businesses bring new ideas quickly to market,
analyze data in real-time and put their customers at the
center of what they do.
3. Digital businesses don’t cling to legacy. They adopt an
innovation culture.

47. Next Steps
1. Start hiring and developing people who can build, code
and analyze.
2. Begin to experiment often, iterate quickly and establish
data-driven feedback loops with your customers at the
center.
3. Explore innovation – in process or applications; look at
DevOps cultures, microservice architectures, and
autonomous decision makers.

48. Q&A
Twitter
@alexjs
LinkedIn
https://sg.linkedin.com/in/alexjs
Email
alexjs@amazon.com

49. Thank You!