AWS Startup Insights Singapore
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Transcript of AWS Startup Insights Singapore
PowerPoint Presentation
AWS Startup InsightsFollow Us @AWSCloudSEAsia
Dr. Werner Vogels@wernerBuilding Great Startupswith the Cloud
2015, Amazon Web Services, Inc. or its Affiliates. All rights reserved.
The 4 Jobs of a Startup Founder
The 4 Jobs of a Startup Founder1. Product Vision
The 4 Jobs of a Startup Founder1. Product Vision2. Business Model
The 4 Jobs of a Startup Founder1. Product Vision2. Business Model3. Speed of Execution
The 4 Jobs of a Startup Founder1. Product Vision2. Business Model3. Speed of Execution4. Talent
Startup Architecture
Additional Jobs of the Technical Founder
Additional Jobs of the Technical Founder1. Security
Additional Jobs of the Technical Founder1. Security2. Reliability
Additional Jobs of the Technical Founder1. Security2. Reliability3. Scalability
Additional Jobs of the Technical Founder1. Security2. Reliability3. Scalability4. Performance
Additional Jobs of the Technical Founder1. Security2. Reliability3. Scalability4. Performance5. Cost Efficiency
Shared Responsibility
Singapore Startup Customers
Redmart eCommerce, Retail, Online Grocery StoreGrabTaxi Taxi booking app, ASEAN UnicornWego Travel Search engine, searches from over 700 travel sitesEyeota Data marketplace, audience targeting companyNinjavan flexible logistics for eCommerce, (the self-proclaimed AWS for logistics) Gumi Mobile gaming, Global audience, Run Brave Frontier (30mn users) on AWSRazer Gaming hardware and software, WearablesPropertyGuru Property search portalMatchmove Mobile payments, gaming platformMobilewalla - mobile ad platformTemasys Web RTC platformViSenze Image search for ecommercePie Enterprise communications platformTrax Image Recognition PocketMath Real-time Bidding platform for Mobile Ads. Signed an EDP this year. Zalora Rocket Internet eCommerce, Retail, Dev/Test environment 17
Cloud removes Constraints
Data CenterServersNetworkingDatabasesStorage
Everything is Programmable
?
No upfront capitalOnly pay for what you useNo need to guess capacityAgility, speed & innovationRemove undifferentiated heavy liftingGo global in minutes
SIMPLICITYA complex system that works is invariably found to have evolved from a simple system that worked. A complex system designed from scratch never works and cannot be patched up to make it work. You have to start over with a working simple system. Galls law
The Cloud Drives Simplicity
The Cloud Makes Development Simpler
Virtual MachinesContainersFunctions
High availability& scale
Continuousdeployment
EnvironmentfidelityApplicationportability
The Rise of Application Containers
Private Docker repositoriesMount persistent volumes at launchAcross a cluster of EC2 instancesLaunch and terminate Docker containers
Amazon EC2 Container ServiceA Fully Managed Service for Docker Containers
Amazon ECS: Some ExamplesBatch ProcessingOpen-source PaasSolr Search ClusterPaaSGaming EngineWeb Application PlatformMicroservices BackendMapping Solution
Real-time Image Transformation
BACK ENDFRONT ENDCluster 1ECS
Cluster 2ECS
Cluster 3ECS
App State
Galaxy is a commercial meteor.js application platformGalaxy needed to be built to be accessible to developers without sophisticated devops backgroundsGalaxy needed to be scalable multi-tenant: 100k users, 1MM processes, 100M sessionsWanted to use containers for isolated user processes and fast spin-up
Chose ECS because it was integrated with other parts of the AWS stack.Argument of no software to install and operate was compellingIt supported multiple availability zonesECS got Galaxy faster to market than Kubernetes or MesosECS also provided the management API to write customer schedulers for AZ spread scheduling, rate limiting, and application based health checks.
Galaxy provides the application state management and runs as a management overlay atop ECS through the ECS APIs. Through its custom scheduler, Galaxy schedules user applications atop containers running across ECS clusters29
DEVELOPERSLEARNERS
IGUAZ ADMINSERVICESIguaz BackendIguaz Frontend
cassandra database
AMAZON SQSAMAZON ECS
Business metrics reports
PAYMENT RECONCILIATION
GRADE REPORTS
LEARNER DEMOGRAPHICS
COURSE STATISTICS
MARKETING EMAIL
AUTO GRADING
A micro-services based architectureBackend batch processing systems are encapsulated in containers and Amazon ECSNo extra time is spent installing software and maintaining a cluster
INTRODUCTION: Welcome Jason Fischl (FISH-EL), VP of Engineering, Remind.
To talk more about the benefits of containers and using Amazon ECS, please
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The Best Place to Run Containers in Production
EC2 Container ServiceEC2 Container Registry
The Best Place to Run Containers in Production
EC2 Container ServiceEC2 Container Registry
AZ-AwareService Scheduler
The Best Place to Run Containers in Production
EC2 Container ServiceEC2 Container Registry
AZ-AwareService SchedulerDocker integrationwith Compose
The Best Place to Run Containers in Production
EC2 Container ServiceEC2 Container Registry
AZ-AwareService SchedulerDocker integrationwith ComposeECS CLI
The Cloud Makes Compute Simpler
AWS Lambdaaws.amazon.com/lambda
No server is easier to manage than no server
: )
Photo bucketS3
Event-driven Computing
: )
Extract metadataCloud Function
Photo bucketS3
Event-driven Computing
: )Extract metadataCloud FunctionMetadataDynamo DB
Photo bucketS3
Event-driven Computing
: )
TrendingCloud FunctionTrendingDynamo DBExtract metadataCloud FunctionMetadataDynamo DB
Photo bucketS3
Event-driven Computing
: )NotifyCloud Function
SNS
Push NotificationTrendingCloud FunctionTrendingDynamo DBExtract metadataCloud FunctionMetadataDynamo DB
Photo bucketS3
Event-driven Computing
KinesisStream
ProcessEvent
S3DynamoDBRDSRedshiftReal-time Analytics and Dashboards
us-west-2
ELB
ELB
Bidders
Ad Servers
us-east-1
Bidders
Ad Servers
eu-west-1
ap-southeast-1
ap-northeast-1
Kinesis
S360B Events/Day600k Files/Day
SQS
SQS
SQS
SQS
Machine Learning
Analytics
Dynamic Creatives
Profiles
DynamoDBus-west-2
DynamoDBus-east-1
DynamoDBeu-west-1
DynamoDBap-southeast-1
DynamoDBap-northeast-1
ELBELBBiddersAd ServersELBELBBiddersAd ServersELBELBBiddersAd ServersELBELB
DynamoDBCreate User
Update profile
Send message
Latest messages
Back endAPI Gateway
Javascript & HTML5 appMobile app
Front end
Server-less Backend Applications
AWS Lambda in ProductionThreat intelligence and analyticsAd data analytics and routingMobile app analyticsImage content filteringReal-time video and biddingNews content processingNews media processingGame metrics analytics
FireEye (Threat intelligence and analytics)FireEye designed a search architecture for their threat intelligence and analytics products that uses AWS Lambda functions to scan data stored in S3 and stream the results back to the query GUI. Benefits: Dramatically decreased costs from previous implementation which required an Elasticsearch cluster. There was minimal impact on performance and customer experience. AdRoll (Ad retargeting platform)AdRoll stores over 300TB of new compressed data in S3 every month for different teams to access and analyze. Lambda allows AdRoll to notify and route data within minutes to each team every time new data is added to S3. Benefits: Lambda allows AdRoll to have a fast and automated way to deliver new data to different teams (e.g., machine learning, analytics, etc) .Localytics (App analytics and marketing platform)Localytics processes in real-time billions of data points monthly. Lambda is used to process historical and live data stored in S3 and streamed from KinesisBenefits: Eliminates the need to provision and manage infrastructure to run each microservice. Lambda automatically scales with the workload, processing billions of data points monthly. Lastly, it speeds the time to market for new featuresPeriscope (Real-time video broadcasting)When users broadcast on Periscope, the video is broken into 3 second chunks for Lambda to process and identify if there is pornographic content. Benefits: VidRoll (Video advertising platform)VidRoll initially used AWS Elastic Beanstalk to power the business logic and dynamic configuration for real-time video ad bidding across multiple exchanges. Amazon EC2 was also used for real-time video ad transcoding. VidRoll switched to Lambda to power the business logic and video transcoding. Benefits: Eliminates the need for developers to understand or worry about infrastructure. VidRoll has grown revenue by 10x without hiring additional technical resources to manage the volume because of the serverless architecture enabled by Lambda the savings are passed on to their customersThomson Reuters (Media corporation)Thomson Reuters cleanses text and images from various news sources and dynamically generates content for distribution to publishers using Lambda. Lambda takes master object files (e.g., photo or text) and generates different pictures sizes and document formats (XML, JSON, binary) Benefits: Significant simplification of workflow and reduced time-to-market for new content types and formatsAssociated Press (Nonprofit news agency)AP initially used Amazon EC2 instances to scrub and merge hundreds of smaller documents into a single document. AP switched to Lambda to power the document merge process.Benefits: Serverless and pay as you go nature allowed for simplicity and lowered costs from not having to keep around idle servers. MLBAM (Interactive sports media platform)Uses Lambda to combine their baseball statistics feed with Twitter, videos, and images to create a live multimedia feed for their customers. Benefits: Increases the speed and reduces the cost of real-time stream processing.
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CloudFormation SupportIntegration with SNS, SWF, ASKAPI Gateway IntegrationJavaMobile SDK & Cognito Integration
New Lambda Features Since Last Year
Global Expansion: Asia-Pacific/TokyoASK = Alexa Skills Kit
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VPC SupportLong-running FunctionsScheduled Functions
Mobile AppsWebsitesServicesInternetAPI GatewayAPI GatewayCacheCloudWatchEC2EndpointsLambda FunctionsAny Other Endpoint
VersioningMetering and throttlingCachingSigning & authorizationSDK generation
Amazon API GatewayCreate robust, scalable and secure APIs in minutes
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The Cloud Makes Mobile Simpler
MOBILE DEVICEThe Duality of Devices
MOBILE DEVICEMOBILE BACKEND
The Duality of Devices
MOBILE DEVICEMOBILE BACKEND
DATA AND CONTENTANALYTICS
S3DynamoDBRDS
Mobile AnalyticsThe Duality of Devices
MOBILE DEVICEMOBILE BACKEND
DATA AND CONTENTANALYTICSNOTIFICATIONS
S3DynamoDBRDS
Mobile Analytics
SNS
The Duality of Devices
Amazon CognitoAPI GatewayLambdaLambdaLambda
MOBILE DEVICEMOBILE BACKEND
DATA AND CONTENTANALYTICSNOTIFICATIONS
S3DynamoDBRDS
Mobile Analytics
SNS
The Duality of Devices
3 Steps to App Nirvana With AWS Mobile Hub
1. CHOOSE & CONFIGURE FUNCTIONALITY
3 Steps to App Nirvana With AWS Mobile Hub
CHOOSE & CONFIGURE FUNCTIONALITYDOWNLOAD SOURCE
3 Steps to App Nirvana With AWS Mobile Hub
CHOOSE & CONFIGURE FUNCTIONALITYDOWNLOAD SOURCETEST & MONITOR
Lots of devices can be solved by trying to test on all of them, but usually more likely to just use a subset; made worse by the fact that new devices are appearing on the market all the time.
Device and platform proliferation is Quickly overwhelmingOne approach? Focus on a smaller number of devices and platforms, but this limits audience and isnt really a good approach?Or go out and buy multiple devices and run every platform version, and try to test your app across them? Not ideal either?Especially as new models with new platform versions arrive all the time
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Automatically test on a large selection of device typesView detailed reports, logs and screenshotsConfigure location, language and application dataIntegrate with existing development workflowAWS Device FarmTest your app on real smartphones and tablets in the AWS Cloud
The Cloud Makes IoT Simpler
Connected Devices are Everywhere
SENSORS
ACTUATOR
DevicesNetworkSecurityData CollectionSmarts
1010
The Heavy Lifting With IoT
AWS IoT
Securely connect and manage devices, at any scaleBeta available today
Connect Billions of DevicesIntroducing AWS IoTDevices
Connect Billions of DevicesLightweight Communication ProtocolIntroducing AWS IoTDevicesNetwork
Connect Billions of DevicesLightweight Communication ProtocolX509 CertificatesIntroducing AWS IoTDevicesNetworkSecurity
Connect Billions of DevicesLightweight Communication ProtocolX509 CertificatesDynamoDB, Kinesis, and S3Introducing AWS IoTDevicesNetworkSecurityData Collection
1010
Connect Billions of DevicesLightweight Communication ProtocolX509 CertificatesDynamoDB, Kinesis, and S3Trigger Lambda FunctionsIntroducing AWS IoTDevicesNetworkSecurityData CollectionSmarts
1010
Things
AWS IoT
Device GatewayThe AWS IoT Platform
Things
AWS IoT
Device Gateway
S3
DynamoDB
Kinesis
Lambda
The AWS IoT Platform
Rules
Things
AWS IoT
Device Gateway
S3
DynamoDB
Kinesis
Lambda
RegistryThe AWS IoT Platform
Rules
What About Interacting with Devices When They are Offline?
Via RESTful APIRead Last Reported StateSet Desired Future State
AWS IoT Device Shadows
ThingsAWS IoT
Device Gateway
Rules
S3
DynamoDB
Kinesis
Lambda
Registry
Shadow
Your AppThe AWS IoT Platform
The Cloud Makes Analytics Simple
PastPresentFuture++
Data-driven DevelopmentAnalysis & reportingRedshift, S3 & EMRMobile AnalyticsReal time & dashboardsKinesisEC2 & LambdaPrediction
Predictive Models and Machine LearningAutomatically find patterns in existing data & make confident predictions on new data
At scaleIn productionStatisticsModel buildingCross-validationAlgorithmsTransformation
Using Machine Learning is Hard
2 Senior Developers92% accuracy> 1 month
2 Senior Developers92% accuracy> 1 month
1 Developer92% accuracy20 minutes
Sales lead ranking
Customer adoption modelsCounterfeit goods detectionItem classificationDisplay adsCustomer supportDemand estimationSearch intentThe Spark For Hundreds of New Machine Learning Applications
Counterfeit goods: identify risk of fake products based on counterfeit serial numbers.
Customer adoption models: targeting promotional campaigns more specifically based on likelihood of adoption for a customer: Amazon Student, Dash, Mom.
Item classification: eliminate need for human classification of new grocery items, into categories and subcategories
Sales lead ranking: Prioritize businesses who are likely to be successful deals on Amazon Local.
Search intent: detect intent of query and route to the appropriate category
Global demand estimation: estimate ASIN demand in new regions
Customer support: improve quality and efficiency of customer support experience through social media processing, routing of new information/discovery calls to correct department, detect wheres my stuff calls and route appropriately.
Display ads: increase the click through rate of displayed ads by selecting the creative with the best performance for a customer segment: better experience for the customer as more relevant ads.
Easily create machine learning modelsVisualize and optimize modelsPut models into production in secondsBattle-hardened technologyUse data from S3, RDS, and RedshiftAmazon Machine Learning
Build modelValidate & optimizeMake predictions
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Build modelValidate & optimizeMake predictions
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Build modelValidate & optimizeMake predictions
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3Batch predictionsAsynchronous predictions with trained modelReal-time predictionsSynchronous, low latency, high throughputMount API end-point with a single click
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AWS Activate Benefits
Any Startup = Self Starter PackageAll others = Portfolio PackageVC = higher than 1.5M raised = NO ACTIVATE91
Cloud removes constraints
Build the Applications You Have Always Wanted
Build Applications the Way You Have Always Wanted to Build Them
GO BUILD!
GO BUILD!@werner