AWS Summit Tel Aviv - Opening Keynote
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Transcript of AWS Summit Tel Aviv - Opening Keynote
AWS Summit 2013 Tel Aviv Oct 16 – Tel Aviv, Israel
Dr. Werner Vogels
CTO, Amazon.com
@werner
Innovation Powered by the AWS Cloud
Our largest AWS Summit series, ever. Over 39,000 people registered
Stockholm San Francisco
Amsterdam
Tel Aviv Berlin Paris
New York City Tokyo London Sao Paulo
Announcing: AWS in Israel
Local entity with account managers, solutions
architects, technical account managers,
support staff and various other functions for
Israeli customers to directly engage with AWS
7 Years Young Amazon S3 launched: March 14th 2006
30+ services spanning
compute, storage, database
and application management.
100,000s of customers,
across 190 countries.
Over 500 Government Agencies And 2,000 Educational Institutions
Here and
abroad
Used by the Israeli Startups and Enterprises Alike
A wide range of technologies
Thriving Partner Ecosystem Consulting Partners Technology Partners
AWS Marketplace: Buy Software Pre-Configured to Run on AWS
Growth since Jan 1, 2013
25 categories
977 product listings
Active customers
Usage per customer
308%
152%
The AWS Price Reduction Philosophy
Ecosystem
Global Footprint
New Features
New Services Infrastructure Innovation
More AWS Usage
More Infrastructure
Economies of Scale
Lower Infrastructure
Costs
Reduced Prices
More Customers
Customer Infrastructure Audits Saves money Improves availability Closes security gaps Increases performance
Recent Performance 329,000 recommendations $22M in annualized savings
AWS Trusted Advisor
AWS Service Launches and Feature Updates
2007 2008 2009 2010 2011 2012
9
24
48
82
61
159
AWS Service Launches and Feature Updates
2007 2008 2009 2010 2011 2012 2013
9
24
48
82
61
159 154
AWS Service Launches and Feature Updates
2007 2008 2009 2010 2011 2012 2013
9
24
48
82
61
159
Introducing AWS Activate
All the resources you need to get started and scale on AWS:
AWS Training
AWS Support
Startup Forum
AWS Promotional Credit
Special offers from third parties
Learn more and sign up at https://aws.amazon.com/activate/
AWS Activate: Video
Amazon S3: Over 2 Trillion Total Objects
1.1M peak requests/sec
AWS Global Infrastructure
9 regions
26 availability zones
42 edge locations
2012
Every day, AWS adds
enough server capacity to
power this $5B enterprise
$5.2B retail business
7,800 employees
A whole lot of servers
2003
Infrastructure as a Service Magic Quadrant
2013
“AWS is the overwhelming market
share leader, with more than five
times the compute capacity in
use than the aggregate total of the
other fourteen providers.”
Amazon DynamoDB Amazon Redshift Amazon Glacier
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
Transformation:
What drives it?
Who is doing it?
What is next?
Transformation:
What drives it?
Who is doing it?
What is next?
Economic drivers Abundance of products
Intensifying competition
Growing consumer power
Reduced customer loyalty
Limited capital Q
$ D
S
Uncertainty
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
The benefits of cloud
computing
1. Trade Capital Expense for Variable Expense
On-Premises
$0 to get started
Pay as you go
Saved $34M on SmartHub app
Reduced IT costs
by 40% over a five
year period
Reduced web
infrastructure cost
by 50%
2. Lower Variable Expense Than Going it Alone
Saved $1.6M-$2.4M
on capital
expenditure
3. You Don’t Need to Guess Capacity
Self Hosting
Waste
Actual demand
Predicted Demand
Rigid
Actual demand
Elastic
The Cloud
Typical Weekly Traffic to Amazon.com
Sunday Monday Tuesday Wednesday Thursday Friday Saturday
Sunday Monday Tuesday Wednesday Thursday Friday Saturday
39%
61%
Typical Weekly Traffic to Amazon.com
November Traffic for Amazon.com
November Traffic for Amazon.com 76%
24%
November 10th, 2010
October 31, 2011
November Traffic for Amazon.com
4. Dramatically Increase Speed & Agility
Add New Dev Environment
Add New Production Environment
Add New Environment in Japan
Add 1,000 Servers
Remove 1,000 servers
Number of Instances 1,000
Instance Type M3 Extra Large
Availability Zone US-West-2b
Launch
aws.amazon.com/managementconsole
AWS: Infrastructure in Minutes Old World: Infrastructure in Weeks
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
buy and install new hardware
set up and configure new software
build new data centers
so you don’t have to...
Data Centers
Power
Cooling
Cabling
Networking
Racks
Servers
Storage
Labor
We take care of...
6. Go Global in Minutes
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
Using AWS to do myThings
Ariel Pisetzky
CIO
Using AWS to Streamline IT
About myThings
The bottom line
AGENDA
Offices in 15 cities serving 30 markets
TOKYO MOSCOW
STOCKHOLM
MILAN AMSTERDAM
LONDON PARIS MADRID NEW YORK
SCOTTSDALE
SAO PAULO
WARSAW
TEL AVIV BERLIN
MUNICH
Driving incremental sales for over 800 customers
Direct
Strong relationships with premium publishers that include access to their preferred deals and private auctions
300+
7
Integrated with
Highly commended by in joint case study
leading exchanges 14
Handling
billion RTB requests per day
partnerships with premium media networks and sites including :
85 of
Media: Quantity & Quality
Serving 5 billion personalized impressions per month
Connected to
RTB
top 100 sites
About myThings
drop-out rate volume of data processed per day
Under 1% 20ms
4 EU (Ireland), 2 US
(Virginia, California), Japan (Tokyo)
Data centers Hundreds
operating automatically
depending on load, generating total
elasticity
of servers 3
Amazon, Microsoft and
big data engines 150K
on a daily basis
QPS
average bid response time
20TB for lightning fast look-ups
In-memory database
Using AWS to Streamline IT
About myThings
The bottom line
AGENDA
Why do you need AWS?
IT is never a blocking element of the business but only an enabling force. With
AWS you are free from physical IT restraints
Why do we use AWS at myThings?
Why do we use AWS at myThings?
Why do we use AWS at myThings?
What do we use from AWS?
Amazon EC2 Instance with CloudWatch
Elastic IP Amazon EMR Auto Scaling Route 53
Elastic Load Balancing
Amazon VPC
Amazon S3 Snapshot Amazon EBS Amazon Glacier
DynamoDB Amazon RDS ElastiCache Amazon Redshift IAM CloudWatch
Alarm
Amazon SES Amazon SNS Amazon SQS
What do we use from AWS?
Tools of the trade
Tools of the trade
Tools of the trade
Zero work setups
Zero work setups
Zero work setups
Zero work setups
Zero work setups
Zero work setups
Zero work setups
Short Case Study
o Database > 20TB
oWrite time < 10ms
o Read time < 10ms
o Recordset > 500m
o Backup
oUptime
o Cost
Short Case Study
Short Case Study
About myThings
The bottom line
AGENDA
Customized Programmatic Advertising
Need for minimum network latency
Large amounts of data, continuously growing
Need for speed
World wide locations
Abundant capacity, no strings attached
Three levels of storage with no limits
Multiple tools for handling data
Mix and match database needs
The Advantages of using AWS in myThings
Maximum IT, minimum investment
Maximum IT, minimum investment
4 Regions
EC2 Elasticity
S3 & Glacier
RedShift, EMR & S3
DynamoDB
Extreme agility for both seasonality and innovation
Big Data analytics
CloudWatch, OpsWorks
Thank you
The Foundation for
21st Century Architectures
awsofa.info
Old world
Development
Experimentation
Flexibility
Years
$$$
Rigid
Availability Scarce
AWS
Minutes
$0.00
Elastic
Plentiful
Old world
Development
Experimentation
Flexibility
Years
$$$
Rigid
Availability Scarce
AWS
Minutes
$0.00
Elastic
Plentiful
Transformation:
What drives it?
Who is doing it?
What is next?
Transformation:
What drives it?
Who is doing it?
What is next?
Every industry.
Financial Services
Financial Services
Extreme competition
New products and instruments daily
Rapid development and delivery
Rapid experimentation
Stringent regulatory, compliance
and security requirements.
Transportation
Transportation
Highly Competitive
Capital Intensive
Deliver Better Customer Service
Revolutionizing Public Transport Experience
Yovav Meydad Vice-President of Product
• Founded Nov 2011
• Venture funded
• Over 2,000,000 users
• Coverage in 22 countries, 70+ cities
• Top Navigation app on Google Play & Apple App Store
About Us
Real Time, Public Transit Info, Navigation & Ticketing App
What’s the best way to my
destination now?
When will my next bus arrive?
Will it be overcrowded?
When will I arrive to my destination?
Uncertainty & wasted time frustrate public transport riders
Providing the most complete real-
time public transit information,
combining agencies data with the
power of the crowd.
At the station ► Trip planning ► On the go ► Ticketing
• Stops and lines info
• Real time schedules
• Transit location/arrival - on map
• PT reports from the crowd
Riders can access:
At the station ► Trip planning ► On the go ► Ticketing
• Search according to preferences
• All transit modules integrated
• Step by step directions (incl. walking)
• Route map and sharing options
Riders can select the best real time way from A to B:
At the station ► Trip planning ► On the go ► Ticketing
• Navigation directions
• Updates and alerts of what’s ahead
• Track progress on map
• Dynamic ETA
• Riders reports complement the data
available to all: Delays, Crowding,
Cleanliness
Moovit guides riders during the trip:
At the station ► Trip planning ► On the go ► Ticketing
• Pay instantly
• No more paper tickets
• No need to carry cash
• Store tickets on phone for future use
• Better control over spend
Moovit Mobile Ticketing
Worldwide Expansion 22 countries, 70 cities Served Today, 100 by end of 2013
Overnight spikes. Again and Again.
3M Monthly Trip Plans
3.5M Daily Real Time Requests
10M Daily User Reports
100K+ Daily Active Users
Amazon RDS I/O Requests
0
500,000,000
1,000,000,000
1,500,000,000
2,000,000,000
2,500,000,000
-
5,000
10,000
15,000
20,000
25,000
30,000
35,000
40,000
45,000
50,000
Amazon EC2 Instance Hours
AWS helps us overcome key challenges
Some of our challenges
Minimize latency when serving
map tiles
Robust application servers
Dynamic graph building and loading
needs memory optimized servers
Amazon CloudFront
Amazon Route 53
Amazon ELB
Amazon EC2
Amazon EC2
Amazon EC2
Compute
Route 53
DNS Service
Amazon S3
Storage
Amazon EBS
Disk
CloudFront
Content Delivery
Amazon DynamoDB
NoSQL
Amazon RDS
SQL DB
CloudWatch
Monitoring
Elastic Load Balancing
Load Balancing
And we are planning to use more…
AWS Services We Use
www.moovitapp.com | @moovitapp
Media & Advertising
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
Media and Advertising
New ways to monetize content
Competitive landscape changing
Highly competitive
Driven by data
Hospitality
Hospitality
Rapid growth
Cost conscious
IT is undifferentiated heavy lifting
A ‘long tail’ from B&B to boutiques
Rapid growth and huge opportunities
for online engagement
Focus on the customer
Retail
Retail
Fierce competition
Cost conscious
Anticipate customer demand
Ever-growing need for automation
130 Copyright © 2013 Retalix |
|
AMAZON CASE STUDY
Nir Valtman, R&D Chief Security Officer
16th October 2013
RETALIX
131 Copyright © 2013 Retalix |
Retalix Snapshot SUMMARY
• Established 1982
• Acquired by NCR in 2013
• Revenue: over $250 M
• HQ: Raanana, Israel and Plano, Texas. Offices in
UK, France, Italy, Australia, China, Japan
• +1,700 Employees / 1000+ Customers
• 70,000+ Stores / 400,000+ POS Lanes
WHO WE SERVE – High Volume, High Complexity Retailers
PRESENT IN 50+ COUNTRIES
GENERAL
MERCHANDISE
GROCERY FOODSERVICE FUEL CONVENIENCE DEPARTMENT
STORES
HEALTH,
BEAUTY & DRUG
52%
11%
37%
North America Israel ROW
132 Copyright © 2013 Retalix |
Leading Global Retailers Select Retalix 10 out of top 30 global retailers are Retalix customers
3 of the top 6 retailers in North America are Retalix customers
3 top retailers in Australia are Retalix customers
3 out of top 4 retailers in the UK are Retalix customers
133 Copyright © 2013 Retalix | 133 Copyright © 2013 Retalix |
Omni-channel
Retailer
134 Copyright © 2013 Retalix |
Typical enterprise retailer network
>1000 stores
>50 touch points
...per store
135 Copyright © 2013 Retalix |
Amazon case study #1 – Testing agility • Challenges
– Set up a complex testing environment
...per version per customer.
– Do it fast… really fast!
– Simulate network disconnections.
– Test the scalability of the product.
136 Copyright © 2013 Retalix |
Amazon case study #1 – Testing agility • Way of work
– Create automation scripts
• Retalix 10
• Amazon API
– Simulate disconnects
• Amazon API
– Isolate retailer environments
• Security groups
137 Copyright © 2013 Retalix |
Amazon case study #2 – Cost optimization • Challenge
– Many instances are being started, stopped or terminated all the
time.
– How to pay per use without the costs of on-demand instances.
• Way of work
– Use medium/low Reserved Instances utilization.
138 Copyright © 2013 Retalix |
Amazon case study #3 – On-demand
• Presale Challenge
– Retalix projects are complex in terms of IT and development.
– Customers don’t like to wait for demos.
• Way of work
– Create POC environments in minutes.
139 Copyright © 2013 Retalix |
Transformation:
What drives it?
Who is doing it?
What is next?
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 Data
The move to real time information
Deeper integration
Vertical application of analytics
Hadoop will become invisible
Connected Devices
Incredible data generators
Device and content are independent
Increasing workforce mobility
1000 Genomes Project
250 TB of data
~2000 complete genomes
Available to all, via S3
The Industrial Cloud
Security & Privacy
Readily available encryption services
to protect your customers.
Readily available encryption services
to protect your customers.
Hardware security modules
AES-256 encryption
SSL for data in transit
IAM federation
Private subnets
VPC by default Key rotation
Multi-factor authentication
SOC 1 & 2
SAS70 Type II
FISMA moderate
ITAR
HIPAA
DIACAP FedRAMP
PCI DSS Level 1
ISO 27001
AWS CloudHSM - Hardware Security
Module in the Cloud
AWS CloudHSM
Continually extend our
security options.
Amazon RDS for Oracle
Transparent Data Encryption and
Native Network Encryption.
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
Thank you.