aws summit singapore keynote with stephen orban - head of enterprise strategy
TRANSCRIPT
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Welcome
@stephenorban!
Stephen Orban, Head of Enterprise Strategy, AWS!
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How Is The AWS Business Progressing?
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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)
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2011 2012 2013 2014
Amazon EC2 Usage 93% YoY increase in EC2
instance usage (Q4 2014 vs Q4 2013, not including Amazon use)
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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
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Startup Customers
Meerkat!
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Enterprise Customers
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Public Sector Customers
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Premier Consulting Partners
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ISV Partners
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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
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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
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Cloud Has Become The New Normal
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What Are The Patterns Of This New Normal?
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Speed Is Not Just For Start-ups: Companies of All Sizes Will Move Faster Than Ever Before
1
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It’s Hard To Stay Competitive Today Without The Cloud
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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
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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
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Enterprises Are Using The Cloud For New Apps & Digital Transformation
StatCast App platform Healthcare E-commerce
Digital Personal Finance Web Telecommunications
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The Next Globe in the Cloud
Ernest Cu, President & CEO!
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#1 mobile brand in the Philippines
49.2 million mobile & broadband customers
US$ 7.6 billion market capitalization
6,182 employees
967,000 business partners
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19 March 2015
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Globe leverages the best cloud services available.
Virtual servers Cloud storage Database-as-a-service Big data
Cloud security Auto-scaling Load balancing Operations intelligence
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The digital face of Globe, cloud-powered.
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Globe device registration engine, cloud-powered.
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The newest Globe retail experience, cloud-powered.
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Globe big data platforms, cloud-powered.
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Accelerated adoption. 776 cloud instances were fired up in 2014.
Cost efficiency. Up to 60% lower TCO vs. on-premise projects.
Cost optimization. Up to 40% of AWS cloud workloads in run / stop state.
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Invention + experimentation. Globe Innovation: Prove an idea in less than a day.
Enterprise scalability. Peak up to 1,000,000 instance hours / month as needed.
Business agility. Instant provisioning vs. 80-day buying path.
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All for the Customer.
Wonderful services delivered faster, better.
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Thank You!
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Start-ups Build Businesses From Scratch In The Cloud
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No legacy Lower cost structure No dependencies
S Move quickly
Building All Applications In The Cloud
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Disrupt Long Standing Industries, Quickly
Hotels Storage Gaming
Groceries Matchmaking
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A Startup’s Journey
Rajesh Lingappa, Co-founder & CTO
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About RedMart
Online grocery service in Singapore, launched in 2011
Raised $35M through Series B
Averaging 12% Mo/Mo revenue growth since launch
400+ employees, 40+ engineers in Singapore and Bangalore
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Recently released native iPad app.
About 70 percent web / 30 percent mobile.
Unparalleled Service. Best-in-class Apps.
Android iOS
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The Journey MVP, Growth, Scaling, & beyond…
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Magento 1.5.1
Running on a single server
Storefront, DB, admin, photos
MVP
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MVP++
Delivery API
Cache
Product Photos
RDS
Inventory App
RDS, S3
Magento Cluster
Inventory / Delivery apps
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Redis
The (Re)launch! - Jul 2013
Delivery API Rating
Product Photos
W WMS
Route 53
Bespoke eCommerce API
Web Servers Bespoke eCommerce platform
Zero downtime migration from Magento
5x speed improvement at 1/3 cost (storefront)
Google ranking improved tremendously
Launched WMS, iOS app & new site in 2 weeks
Admin
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Growth
• Infra Managed on Chef
• Started our BI initiative mid 2014
– Redshift + ETL scripts – Tableau-based dashboard
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Scaling
Inventory OP
Delivery Delivery
Rating
Referral Referral
Rating Rating
Credit Credit
Order notification
promo
address
Device
Private Subnet - Services Private Subnet - Enterprise Apps
Scale App
E9 App [GUI]
E9 App [WS]
Q Cluster Q Cluster
OP
API LB-1
API LB-2
Scale DB
E9 DB
eComm DB backend DB
RDS
Admin FE Delivery FE
Device FE RDS FE Authorizer
FE site web app
Public Subnet
Cache Cache
admin
API ELB (api.redmart.com)
API API
MySQL DB
API API
rndr rndr
Buddy API ELB
task performer
rndr delivery proof
Credit Inventory
pick path
Task Performer
FE
Internal Services LB 1 (HA) Internal Services LB 2 (HA)
Internal Services ELB (services.redmart.com)
PIM
Cabot
hop
authorizer promo
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Our Stack
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It’s only the beginning…
Machine Learning
Autoscaling Code Deploy
Kinesis
EC2 Container Service
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Thank You!
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Customers Want Access To The Complete Package
3
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Key Components Of Agility
+ = Quick to provision
Don’t have to reinvent the wheel
Vast infrastructure technology platform
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More Functionality Than Any Other Infrastructure Provider
Enterprise Applications
Administration & Security
Core Services
Platform Services
Infrastructure
AWS Marketplace
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More Functionality Than Any Other Infrastructure Provider
Enterprise Applications
Administration & Security
Core Services
Platform Services
Infrastructure
AWS Marketplace
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“IT organizations cannot treat cloud
IaaS providers like commodities”
Lydia Leong
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Customers Want To Use The Leading Platform
Largest customer & partner community Most functionality Longest
experience
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Customers Want To Use The Leading Platform
Largest customer & partner community Most functionality Longest
experience
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2007 2009 2011 2013
SAP go-live Change of Ownership - HNA
Infrastructure Improvements
EDI Billing
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Why AWS?
Cost Agility Managed Capabilities
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The Old Shackles Are Loosening
4
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Old World Databases
Lock in Proprietary Punitive licensing with limited flexibility
Contract
Very expensive
S
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It’s Why Customers Have Been Moving To More Open, Customer Friendly, Less Expensive Database Engines
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…But, to get comparable performance to proprietary databases is hard
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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
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Reinvention Is Continuous
5
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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)
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Building With Smaller Blocks
Quicker to build Lower cost Easier to adapt and update
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Amazon EC2 Container Service
Launch and terminate Docker containers
Across a cluster of EC2 instances
Mount persistent volumes at launch
Private Docker repositories
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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
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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
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Shrinking Compute To Atomic Scale With AWS Lambda
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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
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How Are Customers Using AWS Lambda?
Data triggers Stream processing Indexing & synchronization
IoT Server-free back-end
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SingPost eCommerce re:inventing Singapore Post - a transformation story enabled by the cloud
Marcelo Wesseler, CEO SingPost eCommerce Pte. Ltd [email protected]
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1000+ eCommerce Clients
*Parent Company Singapore Post Rating report by Standard & Poor
Full Service eCommerce Solutions in Asia Pacific
Localized front end, payments, order & store management
Logistics Centers 24 4 Call
Centers 8 Languages & Dialects
Asia’s eCommerce Hub in Singapore
$4.4B market capitalization*
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Singapore | Malaysia | Indonesia | Philippines | Thailand | Korea | Japan | Australia | New Zealand | Vietnam + Omni-‐Channel Retailing (Rolling Out)
42 desktop & mobile sites in 10
countries in 2 years with 6 more to go between now and June 30th.
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Asia Market Trends
Sources: eConsultancy, HBR
16%
26%
39%
11%
8%
13%
22%
44%
11%
10%
Global online population by region (millions)
2009 2014
SEA has 200m online users today, expected to grow to
294m in 3 years. !
Digital Evolution Index
A digitally advanced region set for vast development. !
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Asia Market Trends
Marketing Technology
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Scalability is essential
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Essential eCommerce Components
eCommerce Technology&Payment Performance Marketing
Regional Customer Care
Warehousing & Fulfillment
Merchandizing and Store Management
Delivery & Returns Management
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Database Tier
Service Tier
OM Tier
Caching Tier
Frontend Tier
Availability Zone Availability Zone Management
SES
SQS
CloudWatch
S3
CloudFront • Suite of pre-built services allow rapid building and deployment of applications
• Multi AZ Architecture • 203 - EC2 • 42 - RDS • 1,150,000 - S3 Objects • Spend grew from $250K to $1.5M • Transactions grew 10x • eCommerce Platform: Own • OMS & Fulfillment: Supplier/Own • Marketing: ExactTarget, SiteOlytics.com
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90
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Thank you!
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Moving To The Cloud Is Not A Binary Decision
6
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On-premises Cloud ? What Role Does Hybrid IT Play?
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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
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Hybrid IT Is Part Of The Journey, Not The Destination
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Customers & Partners Are Becoming Cloud-First
7
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Bold Move In 2009
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Cloud-First with AWS: Now Common in 2015 Enterprise customers ISV partners
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“Friends don’t let friends build data centers”
Charles Philips, CEO
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Fighting Gravity
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Thank You
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Glenn Gore Head of Architecture, Asia Pacific
Amazon Web Services
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Companies Will Use Data More Expansively Than At Any Other Point In History
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It’s never been easier and less expensive to collect, store, analyze & share data
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COLLECT | STORE | ORGANIZE | ANALYZE | SHARE
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COLLECT | STORE | ORGANIZE | ANALYZE | SHARE
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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
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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
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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
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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
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Amazon EFS Preview Summer 2015
Register for the preview today: aws.amazon.com/efs
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COLLECT | STORE | ORGANIZE | ANALYZE | SHARE
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More And More Customers Are Adopting Machine Learning
Email targeting Recommendations Social news
Digital health Language processing Auto-scaling
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A Legacy Of Machine Learning At Amazon
“Customers who bought this also bought…”
Natural language processing
Search
Vision systems in Fulfillment Centers
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How do we provide all internal teams with access to machine learning?
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Announcing Amazon Machine Learning A Fully Managed Machine Learning Service for Developers
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Prediction
Data-driven Development
Real time & dashboards Kinesis
EC2 & Lambda
Analysis & reporting Redshift, S3 & EMR
Mobile Analytics
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Automatically find patterns in existing data & make confident predictions on new data
Predictive Models And Machine Learning
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Machine Learning By Example
Based on what you know about a customer:
Will they use your product?
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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?
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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?
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Statistics Model building
Cross-validation Algorithms
Transformation
Machine Learning Challenges for Developers
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Statistics Model building
Cross-validation Algorithms
Transformation In production
Machine Learning Challenges for Developers
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Machine Learning Challenges for Developers
Statistics Model building
Cross-validation Algorithms
Transformation In production At scale
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Easily create machine learning models
Visualize and optimize models
Put models into production in seconds
Battle-hardened technology
Introducing Amazon Machine Learning
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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
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Amazon Machine Learning is integrated across AWS data stores
S3, Redshift and RDS
Wealth of data now available to ML
Data & Amazon Machine Learning
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Grouping Customers: An Experiment
45 days
2 Developers 92% accuracy
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20 minutes
1 Developer 92% accuracy
Grouping Customers: An Experiment
45 days
2 Developers 92% accuracy
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Fighting Gravity
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Thank You