to the aws summit berlin
TRANSCRIPT
Welcome to the AWS Summit Berlin
Martin Geier, General Manager Amazon Web Services, Germany
Since we last met…..
Since we last met…..
AWS Region Frankfurt!
Cloud Adoption in Germany is Accelerating
In only eight months since launch, the Frankfurt region has become!the fastest growing international datacenter region ever.!
AWS Region Frankfurt!
Amazon is continuing its Expansion and Investments in Germany
We are seeking over 130 highly skilled engineers, !Researchers, technologists and account managers in !the next six months to keep up with the growth. !
http://www.amazon.jobs!
Berlin – The Epicentre of Innovation
AWS Pop-up Loft in Berlin!
Berlin – The Epicentre of German Startups
Accelerating the growth of some of the most exciting businesses in Europe –!on Amazon Web Services!
The 2015 AWS Summit in Berlin
GET INSPIREDLEARN
GET CONNECTED
GET INSPIRED
2000+ attendees!45 break-out sessions, 45 partner exhibitors
20 customer speakers, 9 tracks
• Hands-on labs with Trend Micro and Ruxit !• AWS Training and Certification Lounge with Hands-On Labs!!
Hands-on Labs!
Networking!• AWS Partner Tour!• AWS Summit Exhibition!• AWS Startup Booth!• Ask an architect!
LEARN & GET CONNECTED
GET CONNECTED - Sponsors
Premium!
Gold!
Silver!
Join the conversation!
#AWSSummit!@AWS_Aktuell!
Werner Vogels!!
VP & CTO Amazon.com!@werner!
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!
Enterprise Customers!
+3,600 education institutions +11,200 nonprofit organizations
Public Sector Customers!
Premier Consulting Partners
ISV Partners
11 regions 30 availability zones 53 edge locations
Infrastructure!
India region to open 2016
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 for Cloud Infrastructure as a
Service, Worldwide
Cloud Has Become The New Normal
What Are The Patterns Of This New Normal?
Start-ups Build Businesses From Scratch In The Cloud
1
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 Matchmaking
Employment
Speed Is Not Just For Start-ups: Companies of All Sizes Move Faster Than Ever Before
2
It’s Impossible To Stay Competitive Today Without The Cloud
In The Old Days…
Spend millions for expensive, inflexible, slow-moving infrastructure that is
#FrozenInTime
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
Enterprises Are Using The Cloud For New Apps & Digital Transformation
StatCast App platform Healthcare E-commerce
Digital Personal Finance Web Digital content
Customers Want Access To The “Sonntagsbraten mit allen Beilagen”
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
Core Services
Infrastructure
More Functionality Than Any Other Infrastructure Provider
Enterprise Applications
Administration & Security
Core Services
Platform Services
Infrastructure
AWS Marketplace
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
Wide range of workloads with
significant diversity of needs
Real World Workloads Come In All Shapes & Sizes
No need to standardize on the
lowest common denominator
Customers Don’t Want To Settle For A Fraction Of The Functionality
Wide range of workloads with
significant diversity of needs
No need to standardize on the
lowest common denominator
A Wide Family Of Storage Workloads Run In The Cloud Today
Internet-scale web and mobile applications
Content distribution
Backup, archival & disaster recovery
Big data analytics
Databases & business apps
Objects Block Archive
File system
Access To Common Files Via A Shared File System
Content repositories
Development environments
Home directories
Data intensive applications
The Challenges Of Shared File Systems
Demand estimation Availability & performance
Long lead times
Constant upgrade & refresh cycle
Status
The most obvious missing building block: Can we manage entire file systems in a similar way to objects?
Amazon Elastic File System A managed service to easily set up and scale shared file storage
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 Register for the preview today:
aws.amazon.com/efs
Companies Will Use Data More Expansively
4
It’s never been easier and less expensive to collect, store, analyze & share data
Sources of Truth Analysis Platforms High Performance Databases
Fully Loaded For Big Data
Amazon S3 Amazon EFS
Amazon Redshift
Amazon DynamoDB Amazon Aurora
Amazon EMR
Real time
Amazon Kinesis
Broad Analytics Usage In The AWS Cloud
Discovery Development Delivery
Risk Marketing Reporting Trade
Sales
Data-driven Development
Analysis & reporting Redshift, S3 & EMR
Mobile Analytics
Real time & dashboards Kinesis
EC2 & Lambda
Data-driven Development
Analysis & reporting Redshift, S3 & EMR
Mobile Analytics
Prediction
Data-driven Development
Real time & dashboards Kinesis
EC2 & Lambda
Analysis & reporting Redshift, S3 & EMR
Mobile Analytics
More And More Customers Using Prediction Technologies
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
Amazon Machine Learning A Fully Managed Machine Learning Service for Developers
Automatically find patterns in existing data & make confident predictions on new data
Predictive Models And Machine Learning
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
Large opportunity to apply ML
Low barrier to entry
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
1
2
Build model
Validate & optimize
3 Make predictions
1
2
3
Build model
Validate & optimize
Make predictions
3 Make predictions
Asynchronous predictions with trained
model
Batch predictions
Synchronous, low latency, high throughput
Mount API end-point with a single click
Real-time predictions 1 Build model
2 Validate & optimize
Invention Is Continuous
5
For Example, Consider Compute…
m1.small General Purpose (M3 & M4)
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
Amazon Elastic Beanstalk
+ Amazon EC2 Container Service
EC2 Container Service Is Now Generally Available
Available to all customers
Management console
Geographic expansion
US East, US West, EU West and Japan
CloudTrail integration
aws.amazon.com/ecs
Containers, the Cloud & Application Architecture
Application portability
Environment fidelity
Continuous deployment
High availability & scale
The Four Horsemen of Container-Based Applications
Application components
Resource description
Capacity pool
Placement & management
1 2 3 4
Application components with various resource requirements A pool of capacity on EC2
Application components with various resource requirements A pool of capacity on EC2
Application components with various resource requirements A pool of capacity on EC2
Application components with various resource requirements A pool of capacity on EC2
v2v2
v2
v2
Application components with various resource requirements A pool of capacity on EC2
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
How Are Customers Using AWS Lambda?
Data triggers Stream processing Indexing & synchronization
IoT Server-free back-end
us-west-2 ELB
ELB
Bidders
Ad Servers
us-east-1 ELB
ELB
Bidders
Ad Servers
eu-west-1 ELB
ELB
Bidders
Ad Servers
ap-southeast-1 ELB
ELB
Bidders
Ad Servers
ap-northeast-1 ELB
ELB
Bidders
Ad Servers
Kinesis
S3
60B Events/Day
600k Files/Day
SQS
SQS
SQS
SQS
Machine Learning
Analytics
Dynamic Creatives
Profiles
DynamoDB us-west-2
DynamoDB us-east-1
DynamoDB eu-west-1
DynamoDB ap-southeast-1
DynamoDB ap-northeast-1
Call Cloud Functions Directly
New AWS Lambda Functionality For Mobile Developers
AWS Mobile SDK support
Integration with Amazon Cognito
Amazon SNS triggers
Now Generally Available + New Features
Cloud functions in
Java
Call Cloud Functions Directly
Integration with Amazon Cognito
Amazon SNS triggers
AWS Mobile SDK support
New AWS Lambda Functionality For Mobile Developers
Now Generally Available + New Features
Amazon Machine Learning real time prediction API
Application DynamoDB
Identity via Cognito
Direct
Event-driven
Security in the Cloud is Stronger than On-premises
6
Increasing your Security Posture in the Cloud
AWS security approach
Size of AWS security team
Visibility into usage & resources
Broadest Certification & Accreditations
Security Benefits from Community Network Effect
Partner ecosystem Customer ecosystem Everyone
benefits
Customers control their data
Shared responsibility model
EU Data Protection RegulationsData Controllers & Data Processors
Data protection & model clauses
Tools to Manage Cloud Security & Compliance
AWS CloudTrail Amazon VPC AWS IAM
AWS Config AWS Key Management Service
WorkSpaces App Marketplace
Amazon VPC Flow Logs Log and view network traffic flows
Moving To The Cloud Is Not A Binary Decision
7
On-premises Cloud ? What Role Does Hybrid IT Play?
Broadest 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 All-in On The Cloud And AWS
8
Bold Move In 2009
In 2014:
“Friends don’t let friends build data centers”
Charles Philips, CEO
All-in With AWS: Now Common in 2015 Enterprise customers ISV partners
Public Sector Seeks To Do More with Less
9
AWS Educate
Institutions Educators Students
Access cloud content, training, collaboration tools, and AWS technology by joining AWS Educate today.
Frankfurt is the fastest growing international region
Over 130+ jobs in the six months
Pop-up Loft in Berlin
Quick AWS News Recap
Fighting Gravity
Thank You