the lean cloud for startups with aws - introduction & aws overview

The Lean Cloud for Startups with AWS

aws.amazon.com/free aws.amazon.com/careers/

A bit of background Introduction & AWS overview

Consumer Business

Tens of millions of active customer

accounts

Eight countries: US, UK, Germany,

Japan, France, Canada, China, Italy

Seller Business

Sell on Amazon websites

Use Amazon technology for your own retail website

Leverage Amazon’s massive fulfillment

center network

IT Infrastructure Business

Cloud computing infrastructure for hosting web-scale

solutions

Hundreds of thousands of

registered customers in over 190 countries

Deep experience in building

and operating global web

scale systems

About Amazon Web Services

?

…get into cloud computing?

How did Amazon…

Over 10 years in the making

Enablement of sellers on Amazon

Internal need for scalable deployment environment

Early forays proved developers were hungry for more

AWS Mission

Enable businesses and developers to use web services* to build scalable,

sophisticated applications.

*What people now call “the cloud”

Not excess capacity!

We’ve been doing big for a while…

Each day AWS adds the equivalent server capacity to power Amazon when it was a global, $2.76B

enterprise

(circa 2000)

And it keeps getting bigger

0.000

250.000

500.000

750.000

1000.000

1 Trillion

750k+ peak transactions per second

Objects in S3

Customer focus

May 2012: Amazon Elastic MapReduce Now Supports Hive 0.8.1 Amazon RDS Announces Oracle Enterprise Manager Support Announcing VM Export for Amazon EC2 AWS Console Enhancements for Elastic Load Balancing: Listener, Certificate, and Cipher Management Amazon RDS announces support for MySQL Read Replica in Amazon VPC AWS Elastic Beanstalk Now Available in the EU (Ireland) Region Amazon Simple Email Service Announces Domain Verification Amazon CloudFront Now Supports Dynamic Content Monitor Your AWS Charges with Billing Alerts Using Amazon CloudWatch Announcing API and AWS Identity & Access Management Support for AWS Storage Gateway New Managed Services for Windows Developers Worldwide New and Updated Microsoft SQL Server Offerings on Amazon EC2 New Amazon RDS for Oracle Capabilities and Multi-AZ Enhancements

June 2012: AWS Elastic Beanstalk Announces Updated Command Line Interface Amazon SES Announces Bounce and Complaint Notifications Cluster Compute Eight Extra Large Instance Type Now Available in EU-West AWS CloudFormation Supports Amazon DynamoDB and Amazon CloudFront Dynamic Content New Sydney, Australia Edge Location for Amazon CloudFront & Amazon Route 53 AWS Support Expands Free Tier, Adds New Features, Lowers Prices Amazon Elastic MapReduce Announces Support for HBase Amazon RDS MySQL on t1.micro, starting at just $19 a month Announcing AWS Identity and Access Management (IAM) roles for EC2 instances Announcing Internal Load Balancing in Amazon Virtual Private Cloud Announcing Spot Integration with Auto Scaling and CloudFormation AWS Billing enables enhanced CSV reports and programmatic access Amazon ElastiCache Launches Free Trial Program

April 2012: AWS CloudFormation Support for Creating VPC Resources Amazon DynamoDB Now Available in Three Additional Regions AWS Elastic Beanstalk Now Available in the Asia Pacific (Tokyo) Region Amazon DynamoDB Announces BatchWriteItem Feature Introducing AWS Marketplace AWS Announces The Availability of the Microsoft SharePoint Server on AWS Reference Architecture White Paper AWS Announces CloudSearch Announcing the Availability of Reserved Cache Nodes for Amazon ElastiCache Live Smooth Streaming for Amazon CloudFront

Pace of innovation

May 2012: Amazon Elastic MapReduce Now Supports Hive 0.8.1 Amazon RDS Announces Oracle Enterprise Manager Support Announcing VM Export for Amazon EC2 AWS Console Enhancements for Elastic Load Balancing: Listener, Certificate, and Cipher Management Amazon RDS announces support for MySQL Read Replica in Amazon VPC AWS Elastic Beanstalk Now Available in the EU (Ireland) Region Amazon Simple Email Service Announces Domain Verification Amazon CloudFront Now Supports Dynamic Content Monitor Your AWS Charges with Billing Alerts Using Amazon CloudWatch Announcing API and AWS Identity & Access Management Support for AWS Storage Gateway New Managed Services for Windows Developers Worldwide New and Updated Microsoft SQL Server Offerings on Amazon EC2 New Amazon RDS for Oracle Capabilities and Multi-AZ Enhancements

June 2012: AWS Elastic Beanstalk Announces Updated Command Line Interface Amazon SES Announces Bounce and Complaint Notifications Cluster Compute Eight Extra Large Instance Type Now Available in EU-West AWS CloudFormation Supports Amazon DynamoDB and Amazon CloudFront Dynamic Content New Sydney, Australia Edge Location for Amazon CloudFront & Amazon Route 53 AWS Support Expands Free Tier, Adds New Features, Lowers Prices Amazon Elastic MapReduce Announces Support for HBase Amazon RDS MySQL on t1.micro, starting at just $19 a month Announcing AWS Identity and Access Management (IAM) roles for EC2 instances Announcing Internal Load Balancing in Amazon Virtual Private Cloud Announcing Spot Integration with Auto Scaling and CloudFormation AWS Billing enables enhanced CSV reports and programmatic access Amazon ElastiCache Launches Free Trial Program

April 2012: AWS CloudFormation Support for Creating VPC Resources Amazon DynamoDB Now Available in Three Additional Regions` AWS Elastic Beanstalk Now Available in the Asia Pacific (Tokyo) Region Amazon DynamoDB Announces BatchWriteItem Feature Introducing AWS Marketplace AWS Announces The Availability of the Microsoft SharePoint Server on AWS Reference Architecture White Paper AWS Announces CloudSearch Announcing the Availability of Reserved Cache Nodes for Amazon ElastiCache Live Smooth Streaming for Amazon CloudFront

Pace of innovation

Q2 2012

35 new features

H1 2012

63 2011

82

2010

61

2009

48

2008

24

2007

9 Amazon FPS Red Hat EC2

SimpleDB CloudFront EBS Availability Zones Elastic IPs

Relational Database Service Virtual Private Cloud

Elastic Map Reduce Auto Scaling

Reserved Instances Elastic Load Balancer

Simple Notification Service Route 53 RDS Multi-AZ Singapore Region Identity Access Management Cluster Instances

Elastic Beanstalk Simple Email Service CloudFormation RDS for Oracle ElastiCache

DynamoDB Simple Workflow

CloudSearch Storage Gateway

Route 53 Latency Based Routing

number of released features, sample services described

Keep updated & grab a feed:

aws.typepad.com

What we do in a nutshell

Utility computing

On demand Pay as you go

Uniform Available


Uniform Available

Utility computing

Utility computing

Compute

Storage

Security Scaling

Database

Networking Monitoring

Messaging

Workflow

DNS

Load Balancing

Backup CDN


Uniform Available

Utility computing

On a global footprint

Region

US-WEST (N. California) EU-WEST (Ireland)

ASIA PAC (Tokyo)

ASIA PAC (Singapore)

US-WEST (Oregon)

SOUTH AMERICA (Sao Paulo)

US-EAST (Virginia)

GOV CLOUD

Availability Zone


Edge Locations

Dallas(2)

St.Louis

Miami

Jacksonville Los Angeles (2)

Palo Alto

Seattle

Ashburn(2)

Newark

New York (2)

Dublin

London(2)

Amsterdam

Stockholm

Frankfurt(2)

Paris(2)

Singapore(2)

Hong Kong

Tokyo

Sao Paulo

South Bend

San Jose

Osaka Milan

Sydney


At the end of a web service

ec2-run-instances ami-b232d0db

--instance-count 3

--availability-zone eu-west-1a

--instance-type m1.small


--instance-count 5

--availability-zone eu-west-1c

--instance-type m1.medium


--instance-count 2

--availability-zone us-east-1b

--instance-type m1.xlarge


--instance-count 2

--availability-zone eu-east-1d

--instance-type m1.xlarge



elb-create-lb myLoadBalancer

as-create-auto-scaling-group MyGroup

--launch-configuration MyConfig

--availability-zones eu-west-1c

--min-size 2

--max-size 200

ec2-authorize default -p 80

and rich console services

Elasticity

Traditional IT

capacity

Elastic capacity

Capacity

Time Your IT needs

On and Off Fast Growth

Variable peaks Predictable peaks

Elastic capacity

On and Off Fast Growth

Predictable peaks Variable peaks

WASTE

CUSTOMER DISSATISFACTION

Elastic capacity

Elastic cloud capacity

Traditional

IT capacity

Your IT needs

Time

Capacity

Elastic capacity

Fast Growth On and Off

Predictable peaks Variable peaks

Elastic capacity

503 Service Temporarily Unavailable

The server is temporarily unable to service

your request due to maintenance downtime or

capacity problems. Please try again later.

From one instance…

…to thousands

And back again…

Time: +00h

<10 cores

Elastic Capacity

Time: +24h

>1500 cores

Elastic Capacity

Time: +72h

<10 cores

Elastic Capacity

Time: +120h

>600 cores

Elastic Capacity

Num

ber

of E

C2 I

nsta

nces

4/12/2008 4/14/2008 4/15/2008 4/16/2008 4/18/2008 4/19/2008 4/20/2008 4/17/2008 4/13/2008

40 servers to 5000 in 3 days

EC2 scaled to peak of 5000 instances

“Techcrunched”

Launch of Facebook modification

Steady state of ~40 instances

The Toolbox

Compute Storage

AWS Global Infrastructure

Database

App Services

Deployment & Administration

Networking

Reference Model

Compute Storage


Database

App Services


Networking

Regions An independent collection of AWS resources in a defined

geography

A solid foundation for meeting location-dependent privacy

and compliance requirements

Global infrastructure

Compute Storage


Database

App Services


Networking

Availability Zones Designed as independent failure zones

Physically separated within a typical metropolitan

region


Compute Storage


Database

App Services


Networking


Edge Locations To deliver content to end users with lower latency

A global network of edge locations

Supports global DNS infrastructure (Route53) and

Cloud Front CDN

Compute Storage


Database

App Services


Networking

Direct Connect Dedicated connection to AWS

VPN Connection Secure internet connection to AWS

Virtual Private Cloud Private, isolated section of the AWS Cloud

Route 53 Highly available and scalable Domain Name System

Networking

Compute Storage


Database

App Services


Networking

Networking

“We were able to reduce our DNS costs by ninety-three percent, which in tandem allowed us to

shorten our time-to-live (TTLs) for easier, timelier management of

DNS records.”

Nathan Butler The Newsweek/Daily Beast Company

Compute Storage


Database

App Services


Networking

Vertical Scaling

From $0.02/hr Elastic Compute Cloud (EC2) Basic unit of compute capacity

Range of CPU, memory & local disk options

13 Instance types available, from micro to cluster compute

Feature Details

Flexible Run windows or linux distributions

Scalable Wide range of instance types from micro to cluster compute

Machine Images Configurations can be saved as machine images (AMIs) from which new instances can be created

Full control Full root or administrator rights

Secure Full firewall control via Security Groups

Monitoring Publishes metrics to Cloud Watch

Inexpensive On-demand, Reserved and Spot instance types

VM Import/Export Import and export VM images to transfer configurations in and out of EC2

Compute

Compute Storage


Database

App Services


Networking

Compute

Auto-scaling Automatic re-sizing of compute clusters based upon demand

Trigger

auto-scaling

policy

Feature Details

Control Define minimum and maximum instance pool sizes and when scaling and cool down occurs

Integrated to CloudWatch Use metrics gathered by CloudWatch to drive scaling

Instance types Run auto scaling for on-demand instances and spot. Compatible with VPC

as-create-auto-scaling-group MyGroup

--launch-configuration MyConfig

--availability-zones eu-west-1a

--min-size 4

--max-size 200

Compute Storage


Database

App Services


Networking

Compute

Elastic Load Balancing Create highly scalable applications

Distribute load across EC2 instances in multiple

availability zones

Feature Details Auto-scaling Automatically scales to handle request colume

Available Load balance across instances in multiple availability zones

Health checks Automatically checks health of instances and takes them in or out of service

Session stickiness Route requests to the same instance

Secure sockets layer

Supports SSL offload from web and application servers with flexible cipher support

Monitoring Publishes metrics to Cloud Watch

Compute Storage


Database

App Services


Networking

Storage

S3 - Durable storage, any object 99.999999999% durability of objects

Unlimited storage of objects of any type

Up to 5TB size per object

Feature Details

Flexible object store Buckets act like drives, folder structures within

Access control Granular control over object permissions

Server-side encryption 256bit AES encryption of objects

Multi-part uploads Improved throughput & control

Object versioning Archive old objects and version new ones

Object expiry Automatically remove old objects

Access logging Full audit log of bucket/object actions

Web content hosting Serve content as web site with built in page handling

Notifications Receive notifications on key events

Import/Export Physical device import/export service

Compute Storage


Database

App Services


Networking

“Our use of AWS was really a perfect storm of technology coming together with customer

need. AWS allowed us to store information in a cost effective manner while alleviating the

burden of supporting the necessary infrastructure since AWS takes care of that. It really is a win-win for us and our customers.”

Jeff Kimsey, Associate Vice President of Product Management for NASDAQ OMX Global Data Products

Storage

Compute Storage


Database

App Services


Networking

Elastic Block Store High performance block storage device

1GB to 1TB in size

Mount as drives to instances

Feature Details High performance file

system Mount EBS as drives and format as required

Flexible size Volumes from 1GB to 1TB in size

Secure Private to your instances

Available Replicated within an Availability Zone

Backups Volumes can be snapshotted for point in time restore

Monitoring Detailed metrics captured via Cloud Watch

Storage

Compute Storage


Database

App Services


Networking

Database Relational Database Service Database-as-a-Service

No need to install or manage database instances

Scalable and fault tolerant configurations

Feature Details

Platform support Create MySQL, SQL Server and Oracle RDBMS

Preconfigured Get started instantly with sensible default settings

Automated patching Keep your database platform up to date automatically

Backups Automatic backups and point in time recovery and full DB backups

Backups Volumes can be snapshotted for point in time restore

Failover Automated failover to slave hosts in event of a failure

Replication Easily create read-replicas of your data and seamlessly replicate data across availability zones

Compute Storage


Database

App Services


Networking

Amazon Relational Database Service (Amazon RDS) databases stores forum threads, site content, and project configuration data. High availability Multi-AZ database deployment to handle live game metadata and user-generated content. Enterprise-grade fault tolerance for protecting customer data. By managing time-consuming database administration tasks, Amazon RDS allows SEGA to focus on business critical applications.

Database

Compute Storage


Database

App Services


Networking

DynamoDB Provisioned throughput NoSQL database

Fast, predictable performance

Fully distributed, fault tolerant architecture

Feature Details Provisioned throughput Dial up or down provisioned read/write capacity

Predictable performance

Average single digit millisecond latencies from SSD backed infrastructure

Strong consistency Be sure you are reading the most up to date values

Fault tolerant Data replicated across availability zones

Monitoring Integrated to Cloud Watch

Secure Integrates with AWS Identity and Access Management (IAM)

Elastic MapReduce Integrates with Elastic MapReduce for complex analytics on large datasets

Database

Compute Storage


Database

App Services


Networking

Application Services

Amazon SQS

Processing

task/processing trigger

Processing results

Amazon SQS Reliable, highly scalable, queue service

for storing messages as they travel

between instances

Feature Details Reliable Messages stored redundantly across multiple

availability zones

Simple Simple APIs to send and receive messages

Scalable Unlimited number of messages

Secure Authentication of queues to ensure controlled access

Task A

Task B

(Auto-scaling)

Task C

2

3

1

Compute Storage


Database

App Services


Networking

Feature Details Process

state Maintain application state across complex workflows in a reliable and available manner

Tracking Tracks executions and log process for audit purposes

Consistency Ensures processing tasks are executed and duplicity of events does not occur

Simple Simple Decider and Task programming model for rapid integration

Simple Workflow Reliably coordinate processing steps across

applications

Integrate AWS and non-AWS resources

Manage distributed state in complex systems


Compute Storage


Database

App Services


Networking

Cloud Search Elastic search engine based upon Amazon A9

search engine

Fully managed service with sophisticated

feature set

Scales automatically

Document

Server

Results

Search

Server

Feature Details Auto-scaling Automatically scales based upon request volumes and data

volumes

High performance

In memory operation means consistently low latency for search results

Sophisticated features

Support for faceting, stemming, synonyms, stop words and custom rank expressions

Low cost Elastic service, pay for what you use


Compute Storage


Database

App Services


Networking

CloudFront World-wide content distribution network

Easily distribute content to end users with

low latency, high data transfer speeds,

and no commitments.

Feature Details Fast Multiple world-wide edge locations to serve content as close to

your users as possible

Integrated with other services

Works seamlessly with S3 and EC2 origin servers

Dynamic content Supports static and dynamic content from origin servers

Streaming Supports rtmp from S3 and includes support for live streaming from Adobe FMS and Microsoft Media Server

London

Paris

NY

Served from S3

/images/*

3

Served from EC2

*.php

2

Single CNAME 1


Compute Storage


Database

App Services


Networking

Deployment & Admin Elastic Beanstalk One-click deployment from Eclipse, Visual

Studio and Git

Rapid deployment of applications

All AWS resources automatically created

Feature Details Platform support Containers for Java, .net and PHP

Resource creation Creates load balancer, instances, autoscaling and monitoring automatically

Monitoring & Logs Integrated with Cloud Watch and consolidates server logs

Versioning Manage versions of applications and easily rollback deployments

Notifications Receive alerts on key events

Full resource access

Access all underlying AWS resources as necessary

Cloud Formation Automate creation of ‘stacks’ in a repeatable way

Scripting framework for AWS resource creation

Feature Details Platform support Support for AWS resources from EC2 to IAM

Resource creation Creates AWS resources behind the scenes and reports on progress

Declarative Specify stacks in JSON format and source control your environments

Customizable Drive stack creation with parameters

Compute Storage


Database

App Services


Networking

Deployment & Admin

Compute Storage


Database

App Services


Networking

Identity & Access Management Granular control of user rights with AWS

Automated granting of EC2 service rights

Software Developer Kits Comprehensive support of programming models for using

AWS services

Deployment & Admin

+ others Simple Email Service

Simple Notification Service ElastiCache

Elastic MapReduce CloudWatch

…

The Toolbox

The Toolbox

A toybox for dev-ops

The Toolbox

With grown up certifications

Foundation Services

Compute Storage Database Networking

AWS Global Infrastructure Regions

Availability Zones

Edge Locations Am

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Shared responsibility

Foundation Services



Availability Zones

Edge Locations Am

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Sarbanes-Oxley (SOX)

ISO 27001 Certification

Payment Card Industry Data Security

Standard (PCI DSS) Level 1 Compliant

SAS70(SOC 1) Type II Audit

FISMA A&As Multiple NIST Low Approvals to Operate (ATO) NIST Moderate, GSA issued ATO FedRAMP

DIACAP MAC III Sensitive IATO Customers have deployed various compliant applications such as HIPAA (healthcare)

Foundation Services



Availability Zones

Edge Locations

Client-side Data Encryption & Data Integrity Authentication

Server-side Encryption (File System and/or Data)

Network Traffic Protection (Encryption/Integrity/Identity)

Platform, Applications, Identity & Access Management

Operating System, Network & Firewall Configuration

Customer Data

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