2104 Tel-Aviv AWS Summit Keynote by Werner Vogels, CTO of Amazon

1. AWS Summit 2014
INNOVATION,
CLOUD-POWERED
Werner Vogels
CTO of Amazon

2. @werner
werner@amazon.com

4. Hotels Music Magazines Storage

6. 150,000
people are hosted
on any given night

7. Total Number of Guests
January 2013
4 Million
15M
12M
9M
3M
Sep 2008 Mar 2009 Sep 2009 Mar 2010 Sep 2010 Mar 2011 Sep 2011 Mar 2012 Sep 2012 Mar 2013 Sep 2013
Mar 2014 Jun 2014
6M

8. June 2014
15 Million
Total Number of Guests
Up By Over 10 Million In One Year
15M
12M
9M
3M
Sep 2008 Mar 2009 Sep 2009 Mar 2010 Sep 2010 Mar 2011 Sep 2011 Mar 2012 Sep 2012 Mar 2013 Sep 2013
Mar 2014 Jun 2014
6M

9. 1,400
1,050
700
350
Total Number of EC2 instances
24 48
0
432
1,300
2010 2014

10. WHY AWS ?

11. We have a 5 person
operations team.
AWS allows us to devote our resources
and mindshare to the core business.

14. Forces Driving New Resource Models
Increasing Uncertainty
Growing Abundance
Intensifying Competition
Growing Power of Customers
Decreasing Brand Loyalty
Limited access to Capital

15. UNCERTAINTY

16. 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

17. If you want to increase
innovation, you have to
lower the cost of failure.
“
Joi Ito
Director, MIT Media Lab
”

18. AWS Summit 2014
BANK HAPOALIM
Avi Kochva
CIO – Bank Hapoalim
Tsachi Lutaty
Lean Technologist – Bank Hapoalim

19. Three Steps to Agility
#1
Experiment
continuously

20. Three Steps to Agility
#1 #2
Experiment
continuously
Measure
relentlessly

21. Three Steps to Agility
#1 #2 #3
Experiment
continuously
Measure
relentlessly
Learn

22. Three Steps to Agility
#1 #2 #3
Experiment
continuously
Measure
relentlessly
Learn

23. Measure the pulse of your business relentlessly
Infrastructure
metrics
Application and
operational logs
+

24. Application and operational logs
Large and complex
Multiple different formats
Per component, per instance
Manual, error prone processing

25. LOG COLLECTION & PROCESSING
IS PAINFUL

26. Logs for CloudWatch
Automatic log aggregation and monitoring
Install a small footprint daemon for all logs
Use the same tool for infrastructure and
application metrics and reporting
Exception handling and notifications

27. Powered by Amazon Kinesis
Designed to manage terabytes of data per hour
From hundreds of thousands of sources
Highly durable and reliable storage and processing
101010101010101010101010101010
1010101011010101001010101110000
10101010
1010101010101010101010100101
101010101010101010101010101010

28. AWS Summit 2014
CONSUMER PHYSICS
Dror Sharon
CEO – Consumer Physics

29. Six trends from customers
building sophisticated, scalable applications

30. Today’s ‘cloud native’ applications
Deployed and managed,
automatically
Cost aware Globally distributed
Composed and
orchestrated
Encrypted,
end to end
Content follows
you across devices

31. 1. Deployed and managed, automatically
Designed to respond quickly in
live environments,
with light operational support
Five person
ops team
Increased operational efficiency
for Sharepoint, BI and SQL Server
Scale automatically
for entertainment platform
DevOps deployment
and management

32. 2. Cost aware
Price model
optimization
Dynamic pricing and cost
optimization as architectural drivers
Machine readable
adverse event reports
Getting the best use of
public grant money with Spot
Automated bids &
CloudFormation

33. 3. Globally distributed
Suggestions co-ordinated
across regions
Operating across multiple availability
Global, up to date
virtual lab
zones in multiple regions
Low latency delivery of
in-game content
Globally distributed
AdTech engine

34. 100ms deadline 100+ countries
Tens of thousands of bidders
1.5PB in S3
20ms 20ms
Ad Servers
Bidding Engine
20ms
10ms
DynamoDB
Tens of thousands of writes per second
Hundreds of millions of records
synchronized globally

35. 4. Composed and orchestrated
Smooth operation through orchestration
of loosely coupled components
Large scale data
storage and processing
Real time view on
mobile game usage
Image relevancy scoring
at Olympics scale
Global orchestration
via ‘Polyphony’
Compute Databases
Storage

36. 5. Encrypted, end to end
HIPAA environment
for staffing and billing
Research and analytics
for investors
Routine, robust and reliable
end-to-end data encryption
Enterprise managed
services
PCI-DSS compliant
hotel management

37. Microsoft Analysis
Services
EC2 Redshift
S3 Glacier
Internal SFTP
Feeds
External feeds
On-premises
databases
BI on EC2
Campaigns
on EC2

38. Redshift and VPC
Ingestion
Backup Restore
DynamoDB S3
SQL Clients
& BI Tools
Internal VPC
Customer VPC
EC2
EC2
EC2
EC2

39. Redshift encryption
Block key
CloudHSM
Cluster key Cluster key
S3
Block key
Master key
1MB
1MB

40. 6. Content follows you across devices
Programming and
distribution
Music recommendation
service and ‘smart hub’
Multiple windows into
your content, data and apps
Instant-on, always up-to-date
character builder
National Rail timetables
and scheduling

41. Today’s ‘cloud native’ applications
Deployed and managed,
automatically
Cost aware Globally distributed
Composed and
orchestrated
Encrypted,
end to end
Content follows
you across devices

42. Today’s ‘cloud native’ applications
Deployed and managed,
automatically
Cost aware Globally distributed
Composed and
orchestrated
Encrypted,
end to end
Content follows
you across devices

43. Mobile is the new normal

44. Mobile Development Today
30% 70%
Your App Supporting your App
Design
Business logic
Playability
Engagement
Undifferentiated heavy lifting

45. Mobile Development Today
Your App Manage
identities
Support
multiple devices
Work
offline
Undifferentiated heavy lifting
Guest
access
30% 70%
Design
Business logic
Playability
Engagement

46. Mobile Development Today
90% 10%
Your App
Innovative, beautiful design
Smarter business logic
New levels of playability
Deeper engagement

47. The Era of Multiple Devices
Managing identities across devices and
keeping data in sync is difficult

48. AWS Summit 2014
MAGISTO
Ori Hasse
VP R&D – Magisto

49. The Era of Multiple Devices
Managing identities across devices and
keeping data in sync is difficult

50. AMAZON COGNITO
Fully managed user identity and data
synchronization service

51. + +
Identity Synchronization Security

52. Amazon
Cognito

53. Amazon
Cognito
Amazon
Mobile Analytics

54. Amazon
Cognito
Amazon
Mobile Analytics
Hi!
SNS Push
Notifications

55. Amazon
Cognito
Amazon
Mobile Analytics
Hi!
SNS Push
Notifications
Amazon
Mobile SDK

56. Amazon
Cognito
Amazon
Mobile Analytics
Hi!
SNS Push
Notifications
Amazon
Mobile SDK
Kinesis Recorder DynamoDB OM SQS Connector S3 Transfer Manager SES Connector

57. What sets AWS apart from other providers?

58. What sets AWS apart from other providers?
Breadth and Depth of Services

59. Foundation
Services
Infrastructure
Storage
Security
& Access
Regions Availability Zones Edge POPs

60. Foundation
Services
Infrastructure
Compute Storage
Networking &
Content Delivery
Security
& Access
Regions Availability Zones Edge POPs

61. Foundation
Services
Infrastructure
Compute Storage
Networking &
Content Delivery
Security
& Access
Regions Availability Zones Edge POPs
Platform
Services
Databases
Relational
NoSQL
Columnar
Caching

62. Foundation
Services
Infrastructure
Compute Storage
Networking &
Content Delivery
Security
& Access
Regions Availability Zones Edge POPs
Platform
Services
Databases
Relational
NoSQL
Columnar
Caching
Analytics
Hadoop
Real time
Data
warehous
e

63. Foundation
Services
Infrastructure
Compute Storage
Networking &
Content Delivery
Security
& Access
Regions Availability Zones Edge POPs
Platform
Services
Databases
Relational
NoSQL
Columnar
Caching
Analytics
Hadoop
Real time
Data
warehous
e
App Services
Queuing
Orchestration
App streaming
Transcoding
Email
Search

64. Foundation
Services
Infrastructure
Compute Storage
Networking &
Content Delivery
Security
& Access
Regions Availability Zones Edge POPs
Platform
Services
Databases
Relational
NoSQL
Columnar
Caching
Analytics
Hadoop
Real time
Data
warehous
e
App Services
Queuing
Orchestration
App streaming
Transcoding
Email
Search
Deployment & Management
Containers
Dev/ops
Templates

65. Foundation
Services
Infrastructure
Compute Storage
Networking &
Content Delivery
Security
& Access
Regions Availability Zones Edge POPs
Platform
Services
Databases
Relational
NoSQL
Columnar
Caching
Analytics
Hadoop
Real time
Data
warehous
e
App Services
Queuing
Orchestration
App streaming
Transcoding
Email
Search
Deployment & Management
Containers
Dev/ops
Templates
Mobile & Devices
Identity
Sync
Analytics
Notifications

66. Foundation
Services
Infrastructure
Compute Storage
Networking &
Content Delivery
Security
& Access
Regions Availability Zones Edge POPs
Platform
Services
Databases
Relational
NoSQL
Columnar
Caching
Analytics
Hadoop
Real time
Data
warehous
e
App Services
Queuing
Orchestration
App streaming
Transcoding
Email
Search
Deployment & Management
Containers
Dev/ops
Templates
Mobile & Devices
Identity
Sync
Analytics
Notifications
Applications Virtual Desktops

67. Amazon WorkSpaces
Delivering on the
promise of desktop
virtualization
Infrastructure & admin tools
End user desktop and mobile apps
Most successful preview, ever

68. Document sharing and collaboration
is challenging in today’s Enterprise

69. Easy sharing Simple document
feedback
Secure
Access from
any device
Integrate your
corporate directory
Low cost

70. AMAZON ZOCALO
Fully managed, secure document storage and
sharing service for the Enterprise

71. Share Documents
Share documents and folders
Corporate directory integration
Set user sharing policies
Audit logs for document and user activity
Simple document feedback

72. Foundation
Services
Infrastructure
Storage
(Object, Block and Archive)
Networking
Security &
Access Control
Regions Availability Zones CDN Points of Presence
Platform
Services
Databases
Relational
NoSQL
Columnar
Caching
Analytics
Hadoop
Real-time
Data
warehous
e
App Services
Queuing
Orchestration
App streaming
Transcoding
Email
Search
Deployment & Management
Containers
Dev/ops Tools
Resource
Templates
Mobile & Devices
Identity
Sync
Mobile
Analytic
s
Notifications
Applications Virtual Desktops Collaboration and Sharing
Data
Workflows
Usage
Tracking
Monitoring
and Logs
Compute
(VMs, Auto-scaling and Load Balancing)

73. What sets AWS apart from other providers?
Breadth and Depth of Services

74. What sets AWS apart from other providers?
Breadth and Depth of Services
Relentless Focus on Cost Reduction

75. The AWS Price Reduction Philosophy
More AWS
Usage
More
Infrastructur
e
Economies
of Scale
Lower
Infrastructure
Costs
Reduced
Prices
More
Customers
45 PRICE
REDUCTIONS
SINCE 2006
Infrastructure
innovation
Ecosystem
Global Footprint
New Features
New Services

76. AWS TRUSTED ADVISOR
Four reports available to all

77. What sets AWS apart from other providers?
Breadth and Depth of Services
Relentless Focus on Cost Reduction

78. What sets AWS apart from other providers?
Breadth and Depth of Services
Relentless Focus on Cost Reduction
Customer Driven Innovation

79. Small, autonomous teams
Roadmap ownership
Decoupled launch schedules
Get Core Functionality in the
Hands of Customers, Quickly
Small, “Two Pizza”
Teams
Operational stability
High scale
Limited initial feature set
Iterate Based on Customer Feedback

80. A RAPID PACE
OF INNOVATION
Amazon EC2
Amazon EBS
AWS Import
& Export
AWS Identity
& Access
Management
Amazon SNS
Elastic Load
Balancing
Auto Scaling
Amazon VPC
Amazon RDS
Amazon EMR
Amazon
CloudWatch
GovCloud
AWS Direct
Connect
AWS Elastic
Beanstalk
AWS
CloudFormation
Amazon
ElastiCache
Amazon SES
2008 2009 2010 2011
Amazon EC2
Amazon
CloudSearch
Amazon
Dynamo DB
Amazon Glacier
Amazon Redshift
Amazon Route 53
AWS Storage
Gateway
Amazon SWF
Amazon
AppStream
Amazon Elastic
Transcoder
Amazon Kinesis
AWS OpsWorks
Amazon
CloudHSM
Amazon
CloudTrail
AWS Data
Pipeline
Amazon
WorkSpaces
2012 2013

81. +
=
EPIC COLLABORATION

82. Thank You!
#AWSsummit