aws summit berlin 2013 - keynote werner vogels
TRANSCRIPT
AWS Summit, 2nd May
Dr. Werner Vogels, CTO, Amazon.com
Networking Reception and Partner Expo
Breakout Tracks
9:30 - 11:00
Lunch and Partner Expo12:00 - 13:00
13:00 - 16:25
17:00 - 19:00
Stephen Schmidt, CISO, AWS11:15 - 12:00
Closing Statements16:25 - 16:55
ExhibitionVisit our Partner & Solution Expo• 2 x AWS booths at the Ground Level• 10 x Partners in the Expo
Gold Sponsor Silver Sponsor
AWS CloudTalk
Tell us your Opinion and Needs
10 AWS Architecture Reviews
Submit your project or idea for 1 of 10 free AWS Architecture Reviews
- Submit up until 30.06.2013- Link and QR Code for project submission in the Summit brochure or you can find
a leaflet on your seat
#awssummitaws_aktuell
Twi5er
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Dr. Werner Vogels
@werner
CTO, Amazon.com
Our largest AWS Summit series, ever.
Auckland
Over 20,000 people registered
Amazon Development Center Germany Now Open!
Offices In Berlin and Dresden70+ High-Skilled Jobs
AWS & Machine-Learning Technologies
Seven years youngAmazon S3 launched: March 14th 2006
33 services spanning compute, storage, database and application management
100,000s of customers, across 190 countries.
Here and abroad
A wide range of technologies
Consulting Partners Technology Partners
AWS Marketplace: Buy Software Pre-Configured to Run on AWS
Growth since Jan 1, 2013
25 categories778 product listings
Active customers
Usage per customer
102%
53%
31 Price Reductions Since 2006
Ecosystem
Global Footprint
New Features
New Services
Infrastructure Innovation
More AWS Usage
More InfrastructureEconomies
of Scale
Lower Infrastructure
Costs
Reduced Prices
More Customers
Customer Infrastructure Audits:Saves moneyImproves availabilityCloses security gapsIncreases performance
Recent Performance:329,000 recommendations$22M in annualized savings
AWS Trusted Advisor
2007 2008 2009 2010 2011 2012
159
8261
48
249
Including:AWS Oregon Region
Elastic Beanstalk (Beta)Amazon SES (Beta)
AWS CloudFormationAmazon RDS for Oracle
AWS Direct ConnectAWS GovCloud (US)Amazon ElastiCache
VPC Virtual NetworkingVPC Dedicated Instances
SMS Text Notification
Including:Amazon SNS
Amazon CloudFrontAmazon Route 53 S3 Bucket Policies
RDS Multi-AZ SupportRDS Reserved Databases
AWS Import/Export
Including:Amazon RDSAmazon VPCAmazon EMR
EC2 Auto Scaling EC2 Reserved Instances
Including:6 new Direct Connect Sites
DynamoDBRDS in VPC
AWS Trusted AdvisorCloudFormation in VPCAWS Storage Gateway
Amazon GlacierCost Allocation Tagging
CloudFront Live StreamingAmazon CloudSearch
AWS Marketplace Red Hat Reserved Instances
New EC2 Instance TypesMulti-AZ Oracle RDS
RDS SQL ServerEC2 RI Marketplace
VM ExportMultiple IPs in VPCProvisioned IOPSOracle Data Pump
New APAC Region - SydneyAWS Data Pipeline
AWS Pace of Innovation
AWS Pace of Innovation
January February March
2118
14Including:
AWS Management Console Tablet and Mobile Support
Elastic Transcoder
Price reduction for Amazon EC2, global expansion of M3 Standard Instances,
and reduced data transfer pricing.
53 New Service Announcements and Updates in Q1 of 2013
Including:
Amazon Redshift Available to All Customers
AWS OpsWorks
IAM Role and Auto Scaling Support for Amazon CloudWatch Monitoring
Scripts for Linux
Amazon SQS and SNS Announce Lower Prices and Expanded Free Tiers
- 50% price drop for SQS
Including:New Lower Pricing for Amazon EC2
Reserved InstancesAWS Free Usage Tier Now Includes
Amazon ElastiCacheAmazon DynamoDB Reduces PricesAWS Elastic Beanstalk for Node.js
Amazon RDS now supports 3TB and 30,000 Provisioned IOPS per database
instanceAnnouncing EBS-Optimized Support
for Additional Instance Types
Amazon S3: Over 2 Trillion Total Objects
Q4 2006Q1 2007
Q2 2007Q3 2007
Q4 2007Q1 2008
Q2 2008Q3 2008
Q4 2008Q1 2009
Q2 2009Q3 2009
Q4 2009Q1 2010
Q2 2010Q3 2010
Q4 2010Q1 2011
Q2 2011Q3 2011
Q4 2011Q1 2012
Q2 2012Q3 2012
Q4 2012Q1 2013
1.1M peak requests/sec
0
1,500,000
3,000,000
4,500,000
6,000,000
5/22/2010
7/3/2010
8/14/2010
9/25/2010
11/6/2010
12/18/2010
1/29/2011
3/12/2011
4/23/20116/4/2011
7/16/2011
8/27/2011
10/8/2011
11/19/2011
12/31/2011
2/11/2012
3/24/2012
5/5/2012
6/16/2012
7/28/2012
9/8/2012
10/20/2012
12/01/2012
1/12/2013
2/23/2013
4/6/2013
Amazon Elastic MapReduce: Clusters launched by customers
5.5 M clusters launched since May 2010
Certification Program for AWS Cloud Computing Professionals
100 Countries and 750 Testing Locations WW
Targeted Toward Solution Architects, Developers and SysOps First Available Exam “AWS Certified Solutions Architect - Associate Level”
http://aws.amazon.com/certification
Amazon DynamoDB
Consistent, high performance with unlimited scaleManaged non-relational database
Hash key Attribute 1 Attribute 2 Attribute n
Attributes indexed by a primary hash key.
Range keys for additional flexibility.
Hash key Range key Attribute 1 Attribute n
Hash key Range key Attribute 1 Attribute n
Range keys for additional flexibility.
Customer ID Date Delivery postcode Total value
Hash key Range key Attribute 1 Attribute n
Customer ID Date Delivery postcode Total value
Improve query flexibility and efficiency, while reducing read cost.
Local Secondary Indexes for Amazon DynamoDB
Amazon DynamoDB
Transforming architectures
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 capitalQ
$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
$0 to get startedPay as you go
Saved $34M on SmartHub app
2. Lower Variable Expense Than Going it Alone
Halved IT hardware spending while reducing
end-user response times by 20%
Estimated savings of 60 – 70% compared
to previous web hosting costs
Reduced the cost of infrastructure by 50%
3. You Don’t Need to Guess Capacity
Self Hosting
Waste
Customer
Dissatisfaction
Actual demand
Predicted Demand
Rigid
Actual demand
Elastic
Typical Weekly Traffic to Amazon.com
Sunday Monday Tuesday Wednesday Thursday Friday Saturday
Typical Weekly Traffic to Amazon.com
Sunday Monday Tuesday Wednesday Thursday Friday Saturday
39%
61%
November Traffic for Amazon.com
November Traffic for Amazon.com76%
24%
November 10th, 2010
October 31, 2011
November Traffic for Amazon.com
Old World: Infrastructure in Weeks
4. Dramatically Increase Speed And Agility
AWS: Infrastructure in Minutes
# of Instances 1,000
Instance Type M3 X-Large
Availability Zone US-West-2b
Launch
aws.amazon.com/managementconsole
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
so you don’t have to...We take care of...Data Centers
PowerCoolingCabling
NetworkingRacksServersStorageLabor
buy and install new hardware
set up and configure new software
build new data centers
6. Go Global In Minutes
1. Trade capital expense for variable expense2. Lower variable expense than companies can do themselves
3. You don’t need to guess capacity4. Dramatically improved speed and agility
5. Stop spending money on undifferentiated heavy lifting6. Go global in minutes
The Benefits of Cloud Computing
The Foundation for 21st Century Architectures
awsofa.info
Old world
Development
Experimentation
Flexibility
Years
$$$
Rigid
Availability Scarce
Old world
Development
Experimentation
Flexibility
Years
$$$
Rigid
Availability Scarce
AWS
Minutes
$0.00
Elastic
Plentiful
Chad FowlerCTO
Hello, we are
Failing, scaling, failing, scaling with AWS
Chad Fowler
Wunderlist 2The fastest growing to-do list in the world
250 K
1 14135432 201918171615109876 11 22 25 2821 23 26 2912 24 27 30 31 32 33 MONTHS
USERS
500 K
750 K
1 M
1,25 M
2,25 M
1,5 M
2,5 M
3 M
1,75 M
2,75 M
3,25 M
2 M
3,5 M
2M 14M
2.5M 20M
3M 22M
3.5M 26M
1M 10M
1.5M 12M
500K 5M
Typical database-backed Web API
#1 To-Do App on Google Play, Chrome & App Store
3 world wide features by Apple + Google
600,000 new signups within 9 weeks
30,000,000 new tasks created
Wunderlist 2 LaunchWhat we have achieved within only 9 weeks
Millions of hungry, polling clients
Mac
Web
Android Phone & Tablet
Windows
iPad & iPhone
http://www.flickr.com/photos/fireflythegreat/2845637227/sizes/o/
We weren’tready
Where did we go wrong?
AWS ismore than a toolset
AWS ismore than just a different source of servers
Let’s get back to that...
“Legacy”
1 a legacy of the wars: CONSEQUENCE, effect, upshot, spin-off, repercussion, aftermath, by-product, result.
2 a legacy from a great aunt: BEQUEST, inheritance, heritage, endowment, gift, patrimony, settlement, birthright; formal benefaction.
1994 1996 1998 2000 2004 2006 2009
successful challenged failed
Standish Chaos Report
For business software that’s deployed, the average life expectancy is five years.*
*I made this up
Homeostasis
brain kidneyliver
Metabolize toxic substances Blood water level,
re-absorption of substances into blood, excretion
“An inability to maintain homeostasis may lead to death or a
disease, a condition known as homeostatic imbalance.”
You are dying right now!
50 trillion cells in your body3 million die per second
(this is a guess)
emacs “UNIX”BSD
C-language toolchaingrep Apache
X-Windows System
make
Systems
Small components
Organisms vs Cells
Systems vs Components
http://www.flickr.com/photos/joeshlabotnik/4991688551/sizes/o/in/photostream/
What is a cell?
What is a system?
tiny components
Kill and replace cells regularlyforces you to work with small components
Force heterogeneity
if it’s hard to do (rewrites) do it all the time
Servers are replaceable
Add and remove at will
Add and remove at will
Measure Everything!
Fearless Change
Crash Tests
http://gigaom.com/2012/12/02/pinterest-flipboard-and-yelp-tell-how-to-save-big-bucks-in-the-cloud/
Spot instances are killed automatically by the system
AWS ismore than a toolset
AWS isis an architectural mindset
I wish your applications
and your infrastructure a long and healthy life
Dankeschön!
Transformation:
What drives it?
Who is doing it?
What is next?
Transformation:
What drives it?
Who is doing it?
What is next?
Every industry.
TRANSFORMED
Media & Advertising
TRANSFORMED
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 RevenueAdjusted for Inflation, 1950 to 2012
Source: Newspaper Association of AmericaCarpe Diem Blog
Media and Advertising
New ways to monetize content
Competitive landscape changing
Highly competitive
Driven by data
Nikolai LongoliusCEO
Health Care & BiotechnologyTRANSFORM
ED
Health care & biotechnology
Huge impact
Rapid innovation
Collaborative on a global scale
1,000 Genomes Project
250 TB of data
~2,000 complete genomes
Available to all, via S3
TransportationTRANSFORM
ED
Transportation
Highly competitive
Capital intensive
Deliver better customer service
HospitalityTRANSFORM
ED
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
Jeremy WardSenior Vice-President Information Technology
The Kempinski BrandWho we are, where we come from and what we believe in, since 1897
Portfolio Locations
•Figure includes hotels under operation plus signed deals to date
Kempinski DNA
Passion for LuxuryCreating Traditions
People-OrientedStraightforwardness
Entrepreneurial Performance
A Rich Heritage
Hotel Beijing Lufthansa Centre
A Rich Heritage
Hotel Baltschug Kempinski, Moscow
A Rich Heritage
Kempinski Hotel Ajman, UAE
A Rich Heritage
Kempinski Mokuti Lodge, Namibia
Locations in Europe
Hotel Adlon KempinskiBerlin, Germany
Hotel Vier Jahreszeiten KempinskiMunich, Germany
Çırağan Palace KempinskiIstanbul, Turkey
Locations in MEA
Kempinski Nile Hotel Garden CityCairo, Egypt
Djibouti Palace Kempinski Djibouti
Emirates PalaceAbu Dhabi, UAE
Locations in Asia
Siam Kempinski HotelBangkok, Thailand
Hotel Indonesia KempinskiJakarta, Indonesia
Kempinski Hotel Haitang BayHainan Island, China
Talent Management
Including top and middle management
12’000 new employeesWorkforce requirements by 2015:
Time
Em
ploy
ees
Kempinski and Amazon Web Services
The Monkey Parable
A group of scientists placed 5 monkeys in a cage and in the
middle, a ladder, with bananas on the top.
Every time a monkey went up the ladder, the scientists soaked the rest of
the monkeys with ice cold water.
After a while, every time a monkey went to go up the ladder, the others jumped on
him to stop him
After some time, no monkey dare to go up the ladder regardless of the
temptation.
After a week the scientists then decided to replace one of the monkeys. The first thing the new monkey did was to go up
the ladder.
Immediately the other monkeys jumped on him.
After being jumped on several times, the new monkey learned not to climb the ladder even
though he never knew why.
After one more week another new monkey is introduced, when he goes for the banana ALL the monkeys (including the new one) jump on
him
After one more week another new monkey is introduced, when he goes for the banana ALL the
monkeys (including the two new ones) jump on him
Eventually after five weeks, there are none of the original monkeys left but any monkey that goes for
the banana gets jumped on
Soon no monkeys go for the banana, yet none of them ever got wet and they’d all happily jump on
any new monkey that went for a banana
“If you could ask them why they don’t try and eat the
bananas”
“That’s the way it’s always been”
Kempinski Hotels S.A28, Boulevard du Pont d'Arve1205 Geneva, SwitzerlandT + 41 22 809 8890F + 41 22 809 8800
Jeremy WardSenior Vice President - IT
Financial ServicesTRANSFORM
ED
Financial Services
Extreme competition
New products and instruments daily
Rapid development and delivery
Rapid experimentation
Stringent regulatory, compliance and security requirements.
EnergyTRANSFORM
ED
Energy, oil and gas
Huge organizations
Strive for agility
Hundreds of developers
IT is a fundamental component
Nest.
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 DataThe move to real time information
Deeper integration
Vertical application of analytics
Hadoop will become invisible
Amazon RedshiftFast, fully managed, petabyte scale
data warehouse service.
Amazon Redshift
Fast query and IO performance
Encrypted data and backups. Supports VPC.
Compatible with existing SQL and BI tools.
24 spindle instances for parallel data access.
$999 per TB per year.
Now available in Europe.
Amazon Redshift and EC2 High Storage instance types.
Connected DevicesIncredible data generators
Device and content are independent
Increasing workforce mobility
Security & Privacy
Readily available encryption servicesto protect your customers.
Continually extend our security options.
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
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