why startups are still on aws
TRANSCRIPT
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WHY STARTUPS ARE (STILL)
ON AMAZON WEB SERVICES
Danilo Poccia | Solutions Architect
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Startups?
http://www.flickr.com/photos/klearchos/5857451393/
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« A startup is a human institution
designed to create a new
product or service under
conditions of extreme
uncertainty. »
Eric Ries, The Lean Startup
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Startups fail?
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Assume customer is known
Assume features are known
Assume solution is known
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Waterfall approach You know the problem and the solution
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TEST LAUNCH BUILD SPEC
Known set of
requirements
Known ways to
satisfy them
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Agile methodologies You know the problem, not the solution
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TEST LAUNCH BUILD SPEC
Known set of
requirements
Unknown ways
to satisfy them
VALID?
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You don't know precisely
what problem you solve
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Lean startups:
LEARN & ADAPT
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1. Focus on a simple implementation
of your idea
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1. Focus on a simple implementation of
your idea
2. Start with a minimal core set of
features
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1. Focus on a simple implementation of
your idea
2. Start with a minimal core set of
features
3. Release and listen to your users
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1. Focus on a simple implementation of
your idea
2. Start with a minimal core set of
features
3. Release and listen to your users
4. Question your initial assumptions
based on feedback
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1. Focus on a simple implementation of
your idea
2. Start with a minimal core set of
features
3. Release and listen to your users
4. Question your initial assumptions
based on feedback
5. Rinse and repeat
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MVP Minimum Viable Product
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MVP Smallest thing I can do to test my idea?
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« If you're not embarrassed
when you ship your first version
you waited too long »
Matt Mullenweg
CEO & Founder of WordPress
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Staying lean is creating the
smallest viable product and
then iterate around it You don't know precisely your user's needs
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RELEASE EVAL BUILD IDEA
Unknown set of
requirements
Unknown ways
to satisfy them
ITERATE OR
PIVOT
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RELEASE EVAL BUILD IDEA ITERATE
OR
PIVOT
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YOUR problem you have the idea
you don't have the resources
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It should be cheap and validate ideas
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SPEED AND AGILITY
Experiment
Often
Fail quickly
at a low cost
More
Innovation
Experiment
Infrequently
Failure is
expensive
Less
Innovation
“ON-PREMISE”
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RELEASE EVAL BUILD IDEA ITERATE
OR
PIVOT
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you created a fantastic webapp
http://www.flickr.com/photos/scobleizer/3985020876/
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people love your app
http://www.flickr.com/photos/grantrobertson/448648883
1
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and everyone wants to use it!
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http://www.flickr.com/photos/livingos/4480894461/
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the traditional way…
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invest on infrastructure
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capacity planning…
http://www.flickr.com/photos/mutsmuts/4695658106
/
…capacity guessing
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once it's deployed…
maintenance?
monitoring?
log analysis?
test environments?
http://www.old-computers.com/news
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Unable to
serve
customers
Infrastructure
Cost $
time
Large
Capital
Expenditure
Opportunity
Cost
Predicted
Demand
Traditional
Hardware
Actual
Demand
Automated
Virtualization
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with AWS…
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“When we started musiXmatch in 2010, we wanted
to focus on building a great user experience for our
users and our customers", says Francesco Delfino,
cofounder, "We choose Amazon Web Services
because it allowed us to freely define and fine tune
our server architecture, while shielding us from
common hardware issues.
During these years, AWS sustained our growth
providing the resources we needed as soon as our
traffic increased: there is no bigger cost for a startup
than missing the opportunity to scale exactly when
you need it.”
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“Amazon Web Services gives us the
power to scale our infrastructure
without worrying about capacity limits.
Our infrastructure is distributed and
currently runs on 3 regions.”
www.spreaker.com
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RELEASE EVAL BUILD IDEA ITERATE
OR
PIVOT
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Data based
decision making
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1. Collect as much data as you can
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1. Collect as much data as you can
2. Do A/B testing
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1. Collect as much data as you can
2. Do A/B testing
3. Drive your development by
user's feedback
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Store valuable data sources Server logs, click streams, application events, …
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"Hadoop is a reliable storage and data analysis system"
HDFS MapReduce
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Deploying a Hadoop cluster is hard
http://eddie.niese.net/20090313/dont-pity-incompetence/
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Amazon Elastic
MapReduce Hadoop + The AWS Cloud
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Elastic Data Warehouse
Expand to
25 instances
Data Warehouse
(Steady State)
Data Warehouse
(Batch Processing)
Shrink to
9 instances
Data Warehouse
(Steady State)
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3.5 billion records, 71 million unique cookies, 1.7 million targeted ads required per day
Targeted Ad
User recently
purchased a
sports movie and
is searching for
video games (1.7 Million per day)
Leveraged AWS and Elastic MapReduce 100 node cluster on demand
Processing time dropped from 2+ days to 8 hours
Increased ROAS by 500%
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We use EC2, Auto
Scaling and Elastic Load
Balancing to deliver ads
along side our main
infrastructure.
We automatically absorb
peaks through scripts
monitoring our local farm,
and change entries in the
Route 53 (DNS) when
needed, allowing more
traffic towards AWS load
balancers.
www.dotandmedia.com
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RELEASE EVAL BUILD IDEA ITERATE
OR
PIVOT
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Iterate Enhance your product, get more feedback
to prepare next releases
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The platform grows with you Add or remove components as needed
Scale up – scale down
Pay as you go
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Pivot If no traction, pivot to address a different
vertical, a different problem
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POSSIBLE
OFFERING
POSSIBLE
OFFERING
POSSIBLE
OFFERING
POSSIBLE
OFFERING
PROBLEM
SPACE
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POSSIBLE
OFFERING
POSSIBLE
OFFERING
POSSIBLE
OFFERING
PROBLEM
SPACE
POSSIBLE
OFFERING
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Getting the right features matters less
Knowing what's not working,
quickly, matters more
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Getting the right features matters less
Knowing what's not working,
quickly, matters more
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Experiment and
Innovate
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Lean startup goal is to accelerate the cycle
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CONTINUOUS
INTEGRATION
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DEVELOPER
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SOURCE CODE
REPOSITORY
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SOURCE CODE
REPOSITORY
PROJECT MANAGEMENT
SERVER
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SOURCE CODE
REPOSITORY
PROJECT MANAGEMENT
SERVER
CONTINUOUS
INTEGRATION SERVER
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SOURCE CODE
REPOSITORY
PROJECT MANAGEMENT
SERVER
CONTINUOUS
INTEGRATION SERVER
PICK
TASKS
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SOURCE CODE
REPOSITORY
PROJECT MANAGEMENT
SERVER
CONTINUOUS
INTEGRATION SERVER
SUBMIT
CODE
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SOURCE CODE
REPOSITORY
PROJECT MANAGEMENT
SERVER
CONTINUOUS
INTEGRATION SERVER
SCHEDULE
BUILD
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SOURCE CODE
REPOSITORY
PROJECT MANAGEMENT
SERVER
CONTINUOUS
INTEGRATION SERVER
RECURENT
BUILDS
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SOURCE CODE
REPOSITORY
PROJECT MANAGEMENT
SERVER
CONTINUOUS
INTEGRATION SERVER
CODE
FETCH
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SOURCE CODE
REPOSITORY
PROJECT MANAGEMENT
SERVER
CONTINUOUS
INTEGRATION SERVER
CODE QUALITY
TESTS
TEST
RESULTS
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SOURCE CODE
REPOSITORY
PROJECT MANAGEMENT
SERVER
CONTINUOUS
INTEGRATION SERVER
BUILD OUTPUT
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SOURCE CODE
REPOSITORY
PROJECT MANAGEMENT
SERVER
CONTINUOUS
INTEGRATION SERVER
DOCS
BINARIES /
PACKAGES
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SOURCE CODE
REPOSITORY
DNS
CONTINUOUS
INTEGRATION SERVER
PROJECT
MANAGEMENT SERVER
BUILDS
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PAIN POINTS: • UNIT TESTS INCOMPLETE
• MOCKS MAINTENANCE
• TEST ENV EXPENSIVE
• TEST ENV ≠ PROD
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KEY = ITERATION
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ITERATIVELY MODIFY THE
SYSTEM TO BETTER MEET
THE EXPECTATIONS OF
YOUR USERS
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ON-DEMAND
PAY AS YOU GO
ELASTIC
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AWS
CLOUDFORMATION STACK-BASED DEPLOYMENT
SERVICE
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CLOUDFORMATION
TEMPLATE
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{
"Description" : "Create RDS with username and
password",
"Resources" : {
"MyDB" : {
"Type" : "AWS::RDS::DBInstance",
"Properties" : {
"AllocatedStorage" : "500",
"DBInstanceClass" : "db.m1.small",
"Engine" : "MySQL",
"EngineVersion" : "5.5",
"MasterUsername" : "MyName",
"MasterUserPassword" : "MyPassword"
}
}
}
}
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"AWS::CloudFormation::Init" : {
"config" : {
"packages" : {
"yum" : {
"mysql" : [],
"mysql-server" : [],
"httpd" : [],
"php" : [],
"php-mysql" : []
}
},
"sources" : {
"/var/www/html" :
"https://s3.amazonaws.com/my-builds/build-
v4.zip"
}
}
}
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{
"Parameters" : {
"KeyName" : {
"Description" : "Name of an existing EC2
KeyPair to enable SSH
access to the instance",
"Type" : "String"
}
},
}
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CLOUDFORMATION
TEMPLATE
PROCEDURAL
DEFINITION Create it programmatically
KNOWN
CONFIGURATION Store stack configuration in
source control
PARAMETER
DRIVEN Dynamic and user-driven
templates
COLLABORATION Share templates with ease
as just files
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Template ELBs to front
secondary cache
~100 Nginx
secondary cache
servers
2-3 Nginx mid-tier
cache servers
Stack
CLOUDFORMATION TEMPLATE
VIDEO CACHING
INFRASTRUCTURE
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APPLICATION
VERSIONS
& INFRASTRUCTURE
VERSIONS
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CLOUDFORMATION
TEMPLATE
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TEST ENVIRONMENTS
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30,000 REQUESTS / SECOND
1 TB TRAFFIC / DAY
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“…AWS seemed to be the best solution available to allow a small, independent company to rapidly develop and test a completely new infrastructure,
and host it.
We also loved the flexibility that AWS allowed us, when spinning up smaller test environments, for
beta trials, QA, localization, and during development. The low initial cost was also
crucial.”
Alex Evans, CTO
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CONTINUOUS
INTEGRATION
CONTINUOUS
DEPLOYMENT
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CONTINUOUS
DEPLOYMENT SMALL, FREQUENT CHANGES
CONSTANTLY INTEGRATING INTO
PRODUCTION.
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SOFTWARE DEPLOY
≠ PRODUCT LAUNCH
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1.5 BILLION PAGE VIEWS
OCTOBER 2012
$83 MILLION IN TRANSACTIONS
4.2 MILLION ITEMS SOLD
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30 DEPLOYS PER DAY = 1 DEPLOY EVERY 20 MINUTES
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« Complexity arises when the
dependencies among the
elements become important. »
Scott E. Page, John H. Miller,
Complex Adaptive Systems: An Introduction to
Computational Models of Social Life
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“Production is truly the only place
you can validate your code.”
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HTTPS://GITHUB.COM/ETSY/DEPLOYINATOR
HTTP://CODEASCRAFT.ETSY.COM/
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HTTP://SORCERY.SMUGMUG.COM/
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AWS OPSWORKS MANAGING THE COMPLETE
APPLICATION LIFECYCLE
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A stack represents
your application. One
stack might be used
for staging and
another for production.
A layer defines how to
setup and configure a
set of instances and
related resources
such as volumes
and software.
Tell OpsWorks where
it can find your code
and define any
additional deployment
tasks. OpsWorks will
take care of deploying
your app.
Scale your stack
based on time or
load. Clone your
production stack to a
different region.
Automate workflows
for common tasks.
STACK | LAYER | APP | INSTANCE
GETTING STARTED WITH OPSWORKS
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YOUR STACKS IN THE DASHBOARD
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STACK OVERVIEW
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LAYERS IN A STACK
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INSTANCES IN A STACK
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APPS IN A STACK
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DEPLOYMENTS & COMMANDS
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YOU CAN BRING YOUR
OWN CHEF RECIPES OR
LEVERAGE HUNDREDS
OF COMMUNITY-BUILT
CONFIGURATIONS
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14 BILLION REQUESTS/MONTH
50 000 DATABASE UPDATES / SEC
NO CACHE
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“AWS OpsWorks gives us the tools we
need to automate operations.
We can scale Monster World, one of the
largest Facebook games, to millions of
users without ever needing more than two
backend developers”
Jesper Richter-Reichhelm
Head of engineering – Wooga
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A / B TESTING
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LOAD TESTING
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USING AMAZON EC2 TO SIMULATE
2.4 MILLION PLAYERS
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DATA-DRIVEN
ARCHITECTURES
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METRICS @ETSY
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COST-ORIENTED
ARCHITECTURES
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PHP+APACHE+VARNISH
NGINX+NODEJS
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11.6s
Mean time
between
deployments
(weekday)
1,079
Max number of
deployments in a
single hour
10,000
Mean number of
hosts
simultaneously
receiving a
deployment
30,000
Max number of
hosts
simultaneously
receiving a
deployment
DEPLOYMENTS AT
AMAZON.COM
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CONTINUOUS
DEPLOYMENT
=
CONTINUOUS
EXPERIMENTATION
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CONTINUOUS
DEPLOYMENT
=
CONTINUOUS
IMPROVEMENT
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FASTEST TIME TO
MARKET
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“The AWS Cloud brings business agility as Shell is able to deploy services much more quickly”
Johan Krebbers
Vice President of Architecture
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“AWS has enabled Soundtracker to
perform nimble development” says
Daniele Calabrese, Founder and CEO,
“allowing our service to scale quickly,
effectively, and seamlessly.”
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focus on your business
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Stefano Pochet, founder and CEO of Nealab, explains,
“Amazon Web Services fits the need for flexibility and
reliability required by high-traffic Web applications. In
addition, it makes it easier and cheaper to maintain our
entire infrastructure.”
…
“AWS has allowed us to forget about hardware and
focus on software. For us, AWS has really made Web
development easier.”