aws summit kuala lumpur keynote with stephen orban - head of enterprise strategy
TRANSCRIPT
Welcome
@stephenorban!
Stephen Orban, Head of Enterprise Strategy, AWS!
How Is The AWS Business Progressing?
2012 2013 2014
Amazon S3 Usage 102% YoY increase in data transfer
to and from S3 (Q4 2014 vs Q4 2013, not including Amazon use)
2011 2012 2013 2014
Amazon EC2 Usage 93% YoY increase in EC2
instance usage (Q4 2014 vs Q4 2013, not including Amazon use)
2008 2009 2010 2011 2012 2013 2014
Over 1 Million Active Customers
“Active customer” is defined as a non-Amazon customer with AWS account usage activity in the past month, including the free tier
Startup Customers
Meerkat!
Enterprise Customers
Public Sector Customers
Premier Consulting Partners
ISV Partners
Gartner “Magic Quadrant for Cloud Infrastructure as a Service,” Lydia Leong, Douglas Toombs, Bob Gill, Gregor Petri, Tiny Haynes, May 28, 2014. This Magic Quadrant graphic was published by Gartner, Inc. as part of a larger research note and should be evaluated in the context of the enMre report. The Gartner report is available at hNp://aws.amazon.com/resources/analyst-‐reports/. Gartner does not endorse any vendor, product or service depicted in its research publicaMons, and does not advise technology users to select only those vendors with the highest raMngs. Gartner research publicaMons consist of the opinions of Gartner's research organizaMon and should not be construed as statements of fact. Gartner disclaims all warranMes, expressed or implied, with respect to this research, including any warranMes of merchantability or fitness for a parMcular purpose.
Gartner Magic Quadrant Cloud Infrastructure as a Service
The fastest growing multi-billion dollar enterprise IT company in the world
Amazon Web Services > 40% Salesforce 26% VMware 15% Google 15% CDW 12%
Microsoft 8% Cisco 7% SAP 7% EMC 6%
Oracle 0% Teradata -1%
CA -3% Symantec -4%
HP -5% IBM -12%
Multi-billion dollar enterprise IT vendors
Most recent YoY revenue growth rate
Cloud Has Become The New Normal
What Are The Patterns Of This New Normal?
Speed Is Not Just For Start-ups: Companies of All Sizes Will Move Faster Than Ever Before
1
It’s Hard To Stay Competitive Today Without The Cloud
Old World
Large upfront capital investment
Basic compute and storage only
Responsible for feature upgrades
Slow to get new capabilities
Low, variable cost
Broad and deep platform
New features arrive daily
Ready to use
24 48 61 82
159
280
516
2008 2009 2010 2011 2012 2013 2014
AWS Rapid Pace Of Innovation 516 major new features and services launched in 2014
Enterprises Are Using The Cloud For New Apps & Digital Transformation
StatCast App platform Fast Moving Consumer Goods E-commerce
Digital Personal Finance Web Telecommunications
KTC
DEXTER LAU
Group Executive Director
KIM TECK CHEONG CONSOLIDATED SDN BHD!
² Founded in 1938 | 76 Years of experience!!² One of the largest Consumer Package Goods (CPG) Distributor! in East Malaysia with a market size of RM6.0 billion!
² Business presence in:!o Sabah - Kota Kinabalu, Labuan, Tawau, Sandakan!o Sarawak – Sibu, Kuching, Miri!
² 3769 sales and distribution points covering over 80 districts !
A LITTLE ABOUT US!
BUSINESS FOCUS!
Provision of market access and coverage
of CPG!
Manufacturing of bakery products!
Distribution and warehousing of
third party brands of CPG!
Distribution and warehousing of own brands of
CPG!
Manufacturing and distribution of
own brand of bakery products!
Customer Base!
Wholesalers !Retailers!!
Food Service Operators!
Distributors!
WHAT WE DO!
² Leading international brands!!
² 227 brands !!
² 7957 products!
F&B ! Personal Care!
OTC drugs & health !
supplements!Baby Care !Household!
² Frozen and dry goods!
² Bakery products!!² Producing approximately 35,000 CREAMOS ! bread rolls daily!
!!
OWN HOUSEHOLD BRANDS!
CHALLENGES !
!!
Ø Business expansion !
Ø Unacceptable service delay from the local data centre!!Ø High cost to manage the servers in-house and storage!
Ø Data back-up!
Ø Advancing technology and e-commerce trend !!
Traditional v/s Technology!
!Ø Provision of flexibility for ongoing business growth!!Ø Reliability and security !!Ø Support routine back-ups and disaster recovery!
Ø Increase productivity !
Ø Technical and operational !
Ø Cost management and efficiency!
SEEKING FOR SOLUTIONS!
?!
MIGRATION TO CLOUD!
Security!
Scalability! Service reliability!
Agility!
Secure & protect !business application!
Support routine back-ups and disaster recovery!
THANK YOU
KIM TECK CHEONG CONSOLIDATED SDN BHD!
Start-ups Build Businesses From Scratch In The Cloud
2
No legacy Lower cost structure No dependencies
S Move quickly
Building All Applications In The Cloud
Disrupt Long Standing Industries, Quickly
Hotels Storage Gaming
Groceries Taxi Booking
A Startup’s Journey in the Cloud
Wei Zhu CTO
• Location based smartphone ride booking and dispatching service
• Our vision is to revamp the South East Asian public transportation
• Founded by 2 HBS Malaysian grads • $330M USD in funding to date
Old world vs New World Infrastructure
Rush hour at
7 bookings every second
● 6 countries comprising of 20 cities in Southeast Asia ● 80k drivers active ● iOS and Android apps have been downloaded 4.4 Million times to date
100% running on AWS Cloud
Not Enough Engineers?
http://grab.careers
What are the next steps on AWS / vision of cloud
Database scaling technology is a common bottleneck. Aurora will let us scale faster and meet growth demand.
Data from millions of mobile devices will let us match supply and demand, in real
time. This is achievable with deep integration with Kinesis and EMR.
Experiments on task isolation and predictive load management with containerized environments with EC2 Container Service.
Amazon Kinesis! Amazon Elastic MapReduce!
Thank you
Customers Want Access To The Complete Package
3
Key Components Of Agility
+ = Quick to provision
Don’t have to reinvent the wheel
Vast infrastructure technology platform
More Functionality Than Any Other Infrastructure Provider
Enterprise Applications
Administration & Security
Core Services
Platform Services
Infrastructure
AWS Marketplace
More Functionality Than Any Other Infrastructure Provider
Enterprise Applications
Administration & Security
Core Services
Platform Services
Infrastructure
AWS Marketplace
“IT organizations cannot treat cloud
IaaS providers like commodities”
Lydia Leong
Customers Want To Use The Leading Platform
Largest customer & partner community Most functionality Longest
experience
Customers Want To Use The Leading Platform
Largest customer & partner community Most functionality Longest
experience
● 40 million stock images, vectors, footage and audio file ● Top 5 global microstock site ● No. 1 microstock site from Asia ● Ranked top 900 websites *according to Alexa.com
● 15.4M visits per month *according to similarWeb.com
Datacenter
Web, Search Assets Cache
Database Data Warehouse DNS
Cache and Assets Storage
Amazon EC2! Amazon S3! Amazon CloudFront!
Amazon RDS! Amazon Redshift! Amazon Route 53!
80 to 120 Amazon EC2 Instances ● batch image resizing ● real time image processing and watermark stamping ● image fingerprinting and recognition ● video and audio transcoding ● search engine
120TB of Amazon S3 Storage ● Images, Footage and Audio Files
106TB Amazon Cloudfront Traffic Per Month
How are we using AWS
Benefits of Amazon Cloudfront
Traditional CDN ● CDN only for the big players. ● Big commitment and annual contract needs to be signed. ● We set up our own CDN by buying servers in various
regions.
Amazon Cloudfront CDN ● AWS Pay-as-you-go pricing ● Deploy an Amazon Cloudfront distribution in minutes ● No long term contract needed, pay for what you use.
Benefits of Amazon EC2
Flexibility ● Scale your platform elastically as your business grows by
provisioning infrastructure on demand. ● dealing with ‘hardware’ failure is easier. Just spin up a new instance
and restore from backup. Even better if auto deploy and failover infra. ● Auto scaling in response to load event ● Makes pre launch capacity planning easy
Cost Effectiveness ● Flexibility
Many different choices of instance type Only pay for what you use Choices of on-demand, spot or dedicate instances
● Operations Efficiency No need for engineers to maintain hardware Instead they concentrate on planning,scaling, auto failover, etc
Advice
Aim for Flexibility Make your infra horizontally scalable (ability to work on multiple ‘smaller’ nodes). Go Hybrid It doesn’t have to be an all or nothing decision. You can go hybrid first. Use AWS Direct Connect or VPN to connect your datacenter and your virtual stack. Amazon Cloudfront Ensure that you have adequate origin capacity to satisfy your edge demand, or better still, use Amazon S3 as your origin.
Future with AWS
● Amazon Elastic File System
● Amazon Cloudsearch
● Amazon Machine Learning
● Amazon Kinesis
The Old Shackles Are Loosening
4
Old World Databases
Lock in Proprietary Punitive licensing with limited flexibility
Contract
Very expensive
S
It’s Why Customers Have Been Moving To More Open, Customer Friendly, Less Expensive Database Engines
…But, to get comparable performance to proprietary databases is hard
MySQL compatible
Available, durable, and fault tolerant
5X better performance of high-end MySQL database
Highly scalable and secure
Thousands of customers in the preview
1/10th the cost of the leading commercial database solutions
Amazon Aurora
Reinvention Is Continuous
5
For Example, Consider Compute…
m1.small General Purpose (M3)
Compute Optimized (C4)
Memory Optimized (R3)
GPU Optimized (G2)
Storage Optimized (D2)
IO Optimized (I2) Low cost, burst-able performance (T2)
Building With Smaller Blocks
Quicker to build Lower cost Easier to adapt and update
Amazon EC2 Container Service
Launch and terminate Docker containers
Across a cluster of EC2 instances
Mount persistent volumes at launch
Private Docker repositories
EC2 Container Service Is Now Generally Available
Available to all customers
Management console
Geographic expansion
US East, US West, EU West, Sydney and Japan
CloudTrail integration
aws.amazon.com/ecs
A New Service Scheduler For Long-running Applications
Scale containers up and down
Distribute traffic via ELB
Automatically recover unhealthy
containers
Deploy updated containers & definitions
Shrinking Compute To Atomic Scale With AWS Lambda
AWS Lambda: An Event Driven Computing Service
Events from AWS services Cloud Functions in Node.js
Automatic execution with no servers to provision
Cloud functions in Java
How Are Customers Using AWS Lambda?
Data triggers Stream processing Indexing & synchronization
IoT Server-free back-end
Moving To The Cloud Is Not A Binary Decision
6
On-premises Cloud ? What Role Does Hybrid IT Play?
Services For Hybrid IT
On-premises AWS
Virtual Private Cloud
Direct Connect AWS Config
Storage Gateway
Integrated networking
Directory Service
Identity Federation
Integrated identity
Integrated management
AWS CloudTrail
Backups
OpsWorks
Deployment
CodeDeploy
vCenter & System Center plugins
Hybrid IT Is Part Of The Journey, Not The Destination
Customers & Partners Are Becoming Cloud-First
7
Bold Move In 2009
Cloud-First with AWS: Now Common in 2015 Enterprise customers ISV partners
“Friends don’t let friends build data centers”
Charles Philips, CEO
Fighting Gravity
Thank You
Glenn Gore Head of Architecture, Asia Pacific
Amazon Web Services
Companies Will Use Data More Expansively Than At Any Other Point In History
It’s never been easier and less expensive to collect, store, analyze & share data
COLLECT | STORE | ORGANIZE | ANALYZE | SHARE
COLLECT | STORE | ORGANIZE | ANALYZE | SHARE
Introducing The Amazon Elastic File System
A fully managed file system for EC2
Highly available and durable
SSD-based
Automatic data replication across AZs (like S3)
Very high throughput and low latency
Grows to petabyte scale, elastically
Simple: An Easy To Use, Fully Managed File System
Create a scalable file system in seconds
Seamless integration with existing apps
Supports NFSv4 Deploy
No upfront or minimum costs
Elastic: A File System That Grows And Shrinks, Automatically
Dynamically and automatically resizes as data is added or removed
No need to provision storage capacity or performance
Pay only for the storage space you use
Scalable: A File System For Virtually Any Workload
Grow to petabyte scale
Throughput and IOPS scale automatically
Support for thousands of concurrent NFS connections
Consistent low latency access
Amazon EFS Preview Summer 2015
Register for the preview today: aws.amazon.com/efs
COLLECT | STORE | ORGANIZE | ANALYZE | SHARE
More And More Customers Are Adopting Machine Learning
Email targeting Recommendations Social news
Digital health Language processing Auto-scaling
A Legacy Of Machine Learning At Amazon
“Customers who bought this also bought…”
Natural language processing
Search
Vision systems in Fulfillment Centers
How do we provide all internal teams with access to machine learning?
The Spark For Hundreds Of New Machine Learning Applications
Counterfeit goods detection
Customer adoption models
Item classification
Sales lead ranking
Search intent Demand estimation
Customer support
Display ads
Announcing Amazon Machine Learning A Fully Managed Machine Learning Service for Developers
Prediction
Data-driven Development
Real time & dashboards Kinesis
EC2 & Lambda
Analysis & reporting Redshift, S3 & EMR
Mobile Analytics
Automatically find patterns in existing data & make confident predictions on new data
Predictive Models And Machine Learning
Machine Learning By Example
Based on what you know about a customer:
Will they use your product?
Machine Learning By Example
Based on what you know about a customer:
Will they use your product?
Based on what you know about an order:
Is that order fraudulent?
Based on what you know about a news article:
What other articles are interesting?
Machine Learning By Example
Based on what you know about a customer:
Will they use your product?
Based on what you know about an order:
Is that order fraudulent?
Statistics Model building
Cross-validation Algorithms
Transformation
Machine Learning Challenges for Developers
Statistics Model building
Cross-validation Algorithms
Transformation In production
Machine Learning Challenges for Developers
Machine Learning Challenges for Developers
Statistics Model building
Cross-validation Algorithms
Transformation In production At scale
Easily create machine learning models
Visualize and optimize models
Put models into production in seconds
Battle-hardened technology
Introducing Amazon Machine Learning
Train and optimize models on GBs of data
Batch process predictions
Real-time prediction API in one-click
No servers to provision or manage
Easy to Use, High Performance
Amazon Machine Learning is integrated across AWS data stores
S3, Redshift and RDS
Wealth of data now available to ML
Data & Amazon Machine Learning
Grouping Customers: An Experiment
45 days
2 Developers 92% accuracy
20 minutes
1 Developer 92% accuracy
Grouping Customers: An Experiment
45 days
2 Developers 92% accuracy
A Fully Managed Machine Learning Service for Developers
Amazon Machine Learning
Fighting Gravity
Thank You