AWS Summit Berlin 2013 - Keynote Werner Vogels
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Transcript of AWS Summit Berlin 2013 - Keynote Werner Vogels
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
ExhibitionVisit our Partner & Solution Expo• 2 x AWS booths at the Ground Level• 10 x Partners in the Expo
Gold Sponsor Silver Sponsor
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
Amazon Development Center Germany Now Open!
Offices In Berlin and Dresden70+ High-Skilled Jobs
AWS & Machine-Learning Technologies
AWS Marketplace: Buy Software Pre-Configured to Run on AWS
Growth since Jan 1, 2013
25 categories778 product listings
Active customers
Usage per customer
102%
53%
31 Price Reductions Since 2006
Ecosystem
Global Footprint
New Features
New Services
Infrastructure Innovation
More AWS Usage
More InfrastructureEconomies
of Scale
Lower Infrastructure
Costs
Reduced Prices
More Customers
Customer Infrastructure Audits:Saves moneyImproves availabilityCloses security gapsIncreases performance
Recent Performance:329,000 recommendations$22M in annualized savings
AWS Trusted Advisor
2007 2008 2009 2010 2011 2012
159
8261
48
249
Including:AWS Oregon Region
Elastic Beanstalk (Beta)Amazon SES (Beta)
AWS CloudFormationAmazon RDS for Oracle
AWS Direct ConnectAWS GovCloud (US)Amazon ElastiCache
VPC Virtual NetworkingVPC Dedicated Instances
SMS Text Notification
Including:Amazon SNS
Amazon CloudFrontAmazon Route 53 S3 Bucket Policies
RDS Multi-AZ SupportRDS Reserved Databases
AWS Import/Export
Including:Amazon RDSAmazon VPCAmazon EMR
EC2 Auto Scaling EC2 Reserved Instances
Including:6 new Direct Connect Sites
DynamoDBRDS in VPC
AWS Trusted AdvisorCloudFormation in VPCAWS Storage Gateway
Amazon GlacierCost Allocation Tagging
CloudFront Live StreamingAmazon CloudSearch
AWS Marketplace Red Hat Reserved Instances
New EC2 Instance TypesMulti-AZ Oracle RDS
RDS SQL ServerEC2 RI Marketplace
VM ExportMultiple IPs in VPCProvisioned IOPSOracle Data Pump
New APAC Region - SydneyAWS Data Pipeline
AWS Pace of Innovation
AWS Pace of Innovation
January February March
2118
14Including:
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 InstancesAWS Free Usage Tier Now Includes
Amazon ElastiCacheAmazon DynamoDB Reduces PricesAWS Elastic Beanstalk for Node.js
Amazon RDS now supports 3TB and 30,000 Provisioned IOPS per database
instanceAnnouncing EBS-Optimized Support
for Additional Instance Types
Amazon S3: Over 2 Trillion Total Objects
Q4 2006Q1 2007
Q2 2007Q3 2007
Q4 2007Q1 2008
Q2 2008Q3 2008
Q4 2008Q1 2009
Q2 2009Q3 2009
Q4 2009Q1 2010
Q2 2010Q3 2010
Q4 2010Q1 2011
Q2 2011Q3 2011
Q4 2011Q1 2012
Q2 2012Q3 2012
Q4 2012Q1 2013
1.1M peak requests/sec
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
4/23/20116/4/2011
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
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
Hash key Range key Attribute 1 Attribute n
Range keys for additional flexibility.
Customer ID Date Delivery postcode Total value
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
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
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
Economic drivers Abundance of products
Intensifying competition
Growing consumer power
Reduced customer loyalty
Limited capitalQ
$D
S
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
1. Trade Capital Expense for Variable Expense
$0 to get startedPay as you go
Saved $34M on SmartHub app
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%
3. You Don’t Need to Guess Capacity
Self Hosting
Waste
Customer
Dissatisfaction
Actual demand
Predicted Demand
Rigid
Actual demand
Elastic
Typical Weekly Traffic to Amazon.com
Sunday Monday Tuesday Wednesday Thursday Friday Saturday
39%
61%
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
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
5. Stop Spending Money on Undifferentiated Heavy Lifting
so you don’t have to...We take care of...Data Centers
PowerCoolingCabling
NetworkingRacksServersStorageLabor
buy and install new hardware
set up and configure new software
build new data centers
1. Trade capital expense for variable expense2. Lower variable expense than companies can do themselves
3. You don’t need to guess capacity4. Dramatically improved speed and agility
5. Stop spending money on undifferentiated heavy lifting6. Go global in minutes
The Benefits of Cloud Computing
Old world
Development
Experimentation
Flexibility
Years
$$$
Rigid
Availability Scarce
AWS
Minutes
$0.00
Elastic
Plentiful
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
#1 To-Do App on Google Play, Chrome & App Store
3 world wide features by Apple + Google
600,000 new signups within 9 weeks
30,000,000 new tasks created
Wunderlist 2 LaunchWhat we have achieved within only 9 weeks
http://www.flickr.com/photos/fireflythegreat/2845637227/sizes/o/
1 a legacy of the wars: CONSEQUENCE, effect, upshot, spin-off, repercussion, aftermath, by-product, result.
2 a legacy from a great aunt: BEQUEST, inheritance, heritage, endowment, gift, patrimony, settlement, birthright; formal benefaction.
brain kidneyliver
Metabolize toxic substances Blood water level,
re-absorption of substances into blood, excretion
“An inability to maintain homeostasis may lead to death or a
disease, a condition known as homeostatic imbalance.”
http://www.flickr.com/photos/joeshlabotnik/4991688551/sizes/o/in/photostream/
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
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 RevenueAdjusted for Inflation, 1950 to 2012
Source: Newspaper Association of AmericaCarpe Diem Blog
Media and Advertising
New ways to monetize content
Competitive landscape changing
Highly competitive
Driven by data
Hospitality
Rapid growth
Cost conscious
IT is undifferentiated heavy lifting
A ‘long tail’ from B&B to boutiques
Kempinski DNA
Passion for LuxuryCreating Traditions
People-OrientedStraightforwardness
Entrepreneurial Performance
Locations in Europe
Hotel Adlon KempinskiBerlin, Germany
Hotel Vier Jahreszeiten KempinskiMunich, Germany
Çırağan Palace KempinskiIstanbul, Turkey
Locations in MEA
Kempinski Nile Hotel Garden CityCairo, Egypt
Djibouti Palace Kempinski Djibouti
Emirates PalaceAbu Dhabi, UAE
Locations in Asia
Siam Kempinski HotelBangkok, Thailand
Hotel Indonesia KempinskiJakarta, Indonesia
Kempinski Hotel Haitang BayHainan Island, China
Talent Management
Including top and middle management
12’000 new employeesWorkforce requirements by 2015:
Time
Em
ploy
ees
A group of scientists placed 5 monkeys in a cage and in the
middle, a ladder, with bananas on the top.
Every time a monkey went up the ladder, the scientists soaked the rest of
the monkeys with ice cold water.
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.
After being jumped on several times, the new monkey learned not to climb the ladder even
though he never knew why.
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
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
Eventually after five weeks, there are none of the original monkeys left but any monkey that goes for
the banana gets jumped on
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
Kempinski Hotels S.A28, Boulevard du Pont d'Arve1205 Geneva, SwitzerlandT + 41 22 809 8890F + 41 22 809 8800
Jeremy WardSenior Vice President - IT
Financial Services
Extreme competition
New products and instruments daily
Rapid development and delivery
Rapid experimentation
Energy, oil and gas
Huge organizations
Strive for agility
Hundreds of developers
IT is a fundamental component
Who is your customer really?What do people really like?What is happening socially with your products?How do people really use your product?
Big DataThe move to real time information
Deeper integration
Vertical application of analytics
Hadoop will become invisible
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.
Connected DevicesIncredible data generators
Device and content are independent
Increasing workforce mobility
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