Aws For StartUp 24sep2020

AWS for startups
aws.amazon.com/free aws.amazon.com/careers
Introduction & AWS overview
A bit of background
Consumer Business Seller IT Infrastructure
Business Business
Tens of millions of Sell on Amazon Cloud computing

active customer websites infrastructure for
accounts hosting web-scale
Use Amazon
solutions
technology for your
own retail website
Eight countries: Hundreds of
US, UK, Germany, Leverage Amazon’s thousands of
Japan, France, Canada, massive fulfillment registered customers
China, Italy center network in over 190 countries
About
How did Amazon
Amazon… Web
Services
Deep experience in building

and operating global web
scale systems
?
…get into cloud computing?
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!
Powering the Most Popular Internet Businesses
Trusted by Enterprises
We’ve been doing big for a while…
Each day AWS adds the equivalent server
capacity to power Amazon when it was a
global, $5B enterprise
Each day AWS adds the equivalent server
capacity to power Amazon when it was a
global, $5B enterprise
2003
$5.2B retail business

7,800 employees
A whole lot of servers
And it keeps getting bigger
Objects in S3
1.3 Trillion
835k peak transactions per second

EMR Jobs
3.7 M clusters
4,000,000 launched since May 2010
3,500,000
3,000,000
2,500,000
2,000,000
1,500,000
1,000,000
500,000
0
Customer focus
Innovation on behalf of our customers:
158 new features and services in 11months of 2012

Keep updated & grab a feed:
aws.typepad.com
What we do in a nutshell
Utility computing
On demand Pay as you go
Uniform Available
Utility computing
Uniform Available
Utility computing
Utility computing

Compute
Scaling
Security
CDN Backup
DNS Database
Storage Load Balancing
Workflow Monitoring
Networking
Uniform Messaging Available
On a global footprint
Region
US-WEST (N. California) EU-WEST (Ireland)
GOV CLOUD ASIA PAC (Tokyo)
US-EAST (Virginia)
US-WEST (Oregon)
ASIA PAC (Singapore)
SOUTH AMERICA (Sao Paulo)
ASIA PAC (Sydney)

Availability Zone
Edge Locations
London(2)
Seattle South Bend New York (2) Amsterdam

Newark Stockholm
Dublin
Palo Alto
Tokyo
San Jose
Frankfurt(2)
Paris(2)
Ashburn(2) Milan
Osaka
Los Angeles (2) Jacksonville
Dallas(2) Hong Kong
St.Louis
Miami Singapore(2)
Sydney
Sao Paulo
Why are customers adopting cloud computing?
Variable expense Replace capital expenditure with variable expense
On-premise Capital investment &

physical installation
vs
$0 to get started
Pay as you go
Economies of scale Lower variable expense than companies can achieve
themselves
Saved $34m 10’s of millions of $ 50% reduction

on SmartHub saved with first 12 apps in analytics
application migrated to AWS costs
themselves
Reduced More
Prices Customers
Lower More AWS

Costs Usage
Economies More Infra-

of Scale structure
themselves
Reduced More
Prices Customers
Lower More AWS

Costs Usage

of Scale structure
themselves
Reduced More
Prices Customers
Lower More AWS

Costs Usage

of Scale structure
themselves
Reduced More
Prices Customers
Lower More AWS

Costs Usage

of Scale structure
Elastic capacity No need to guess capacity requirements and over-provision
Demand
Actual demand
Customer
dissatisfaction
Predicted demand
Waste
Time
Demand
Elastic capacity
Time
Speed and agility Infrastructure in minutes not weeks
Old World: Infrastructure in Weeks Infrastructure in Minutes

Add New Dev Environment
aws.amazon.com/managementconsole
Instance Type M3 Extra Large

Add New Production Environment
Number of Instances 1,000
Add New Environment in Japan
Availability Zone US-West-2b
Add 1,000 Servers
Launch Remove 1,000 servers
“We reduced “We can double

application “Time to deploy
from went weeks server capacity in
deployment times 20 seconds”
from 2 months to 3 to hours.”
days.”
“On-premise”
Experiment
Infrequently Experiment Often $00’s
Failure is Fail quickly at a

expensive low cost
Less Innovation More Innovation

Global Reach Go global in minutes and reach a global audience
Application
Global Reach Go global in minutes and reach a global audience
Application
Elasticity
Typical weekly traffic to
Amazon.com
Sunday Monday Tuesday Wednesday Thursday Friday Saturday

November traffic to Amazon.com
November
Provisioned capacity
November
76%
Provisioned capacity
November
24%
November 10th 2010
Turned off last physical web server of
Amazon.com
November 10th 2010
Turned off last physical web server of
Amazon.com
October 31st 2011

Turned off last web servers supporting
European business
November
40 servers to 5000 in 3 days
EC2 scaled to peak of 5000
instances
Number of EC2 Instances
“Techcrunched”
Launch of Facebook
modification
Steady state of ~40

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

The Toolbox
Global infrastructure
Deployment & Administration
App Services
Compute Storage Database Regions

An independent collection of AWS resources in a
Networking defined geography
A solid foundation for meeting location-dependent
AWS Global Infrastructure privacy and compliance requirements
App Services
Compute Storage Database Availability Zones

Designed as independent failure zones
Networking Physically separated within a typical metropolitan
region
AWS Global Infrastructure
App Services
Compute Storage Database Edge Locations

To deliver content to end users with lower latency
Networking A global network of edge locations
Supports global DNS infrastructure (Route53) and
AWS Global Infrastructure Cloud Front CDN
Networking
Direct Connect
Dedicated connection to AWS
VPN Connection
Secure internet connection to AWS
App Services
Virtual Private Cloud
Private, isolated section of the AWS Cloud
Compute Storage Database
Route 53
Networking
Highly available and scalable Domain Name System
Compute
Elastic Compute Cloud (EC2)
Vertical Scaling Basic unit of compute capacity
From $0.02/hr Range of CPU, memory & local disk options
Wide range of 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
App Services
Full control Full root or administrator rights
Compute Storage Database Secure Full firewall control via Security Groups
Monitoring Publishes metrics to Cloud Watch
Networking Inexpensive On-demand, Reserved and Spot instance types
VM Import/Export Import and export VM images to transfer

AWS Global Infrastructure configurations in and out of EC2
Compute
Trigger auto-scaling
policy
as-create-auto-scaling-group MyGroup
--launch-configuration MyConfig
--availability-zones eu-west-1a
--min-size 4
--max-size 200

Auto-scaling
Automatic re-sizing of compute clusters based upon demand
App Services
Feature Details
Compute Storage Database Control Define minimum and maximum instance pool sizes
and when scaling and cool down occurs
Networking Integrated to Use metrics gathered by CloudWatch to drive

CloudWatch scaling
Instance types Run auto scaling for on-demand instances and spot.
AWS Global Infrastructure Compatible with VPC
Compute
Elastic Load Balancing

Create highly scalable applications
Distribute load across EC2 instances in multiple
availability zones
Deployment & Administration Feature Details

Auto-scaling Automatically scales to handle request volume
App Services Available Load balance across instances in multiple availability

zones
Compute Storage Database Health checks Automatically checks health of instances and takes
them in or out of service
Session stickiness Route requests to the same instance
Networking
Secure sockets layer Supports SSL offload from web and application
servers with flexible cipher support
Monitoring Publishes metrics to Cloud Watch
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
Deployment & Administration Server-side encryption 256bit AES encryption of objects
Multi-part uploads Improved throughput & control
App Services 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
Networking
Notifications Receive notifications on key events
Import/Export Physical device import/export service
Storage
Elastic Block Store

High performance block storage device
1GB to 1TB in size
Mount as drives to instances
Feature Details
High performance file Mount EBS as drives and format as required
system
App Services Flexible size Volumes from 1GB to 1TB in size
Secure Private to your instances
Performance Use provisioned IOPS to get desired level of IO
performance
Networking Available Replicated within an Availability Zone
Backups Volumes can be snapshotted for point in time restore
AWS Global Infrastructure Monitoring Detailed metrics captured via Cloud Watch
Storage
Glacier
Low-cost storage service
Secure and durable storage for backup and archive
For data that is infrequently accessed
Feature Details
Low cost $0.01/GB/month with no up-front capital
Deployment & Administration commitments
Durable Same 99.999999999% durability as S3
App Services Flexible Store any amount of data on-demand. Eliminate the
need for capacity planning
Secure Leverage AWS’ robust security platform.
Compute Storage Database Control access to your data.
API REST-based API to send and receive data

Networking
Import/Export Optionally use portable storage devices to
import/export mass data
Vault inventory Index for real-time view of the contents of the vault
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
App Services
Backups Automatic backups and point in time recovery and
full DB backups
Compute Storage Database Provisioned IOPS Specify IO throughput depending on requirements
Failover Automated failover to slave hosts in event of a

Networking failure
Replication Easily create read-replicas of your data and
seamlessly replicate data across availability zones
Database
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.
App Services
By managing time-consuming database

administration tasks, Amazon RDS allows SEGA to
focus on business critical applications.
Networking

Database
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
Deployment & Administration Predictable Average single digit millisecond latencies from SSD
performance backed infrastructure
App Services 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
Networking (IAM)
Elastic MapReduce Integrates with Elastic MapReduce for complex
AWS Global Infrastructure analytics on large datasets
Application Services
Processing results
Amazon SQS
Reliable, highly scalable, queue service
for storing messages as they travel
Amazon SQS
between instances

Processing
task/processing trigger
App Services
Feature Details
Compute Storage Database Reliable Messages stored redundantly across multiple
availability zones
Simple Simple APIs to send and receive messages
Networking
Scalable Unlimited number of messages
AWS Global Infrastructure Secure Authentication of queues to ensure controlled

access
1
Simple Workflow
2
Reliably coordinate processing steps across Task A
applications
Integrate AWS and non-AWS resources
Task B 3
Manage distributed state in complex (Auto-scaling)
systems
Task C
Feature Details
App Services Process state Maintain application state across complex
workflows in a reliable and available manner
Compute Storage Database Tracking Tracks executions and log process for audit
purposes
Consistency Ensures processing tasks are executed and
Networking duplicity of events does not occur
Simple Simple Decider and Task programming model for
AWS Global Infrastructure rapid integration
Document
Cloud Search Server
Elastic search engine based upon
Amazon A9 search engine
Fully managed service with sophisticated
feature set
Search
Scales automatically
Server
Deployment & Administration Results
App Services
Feature Details
Auto-scaling Automatically scales based upon request volumes
Compute Storage Database and data volumes
High performance In memory operation means consistently low
Networking 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
Served from S3
CloudFront 3
/images/*
World-wide content distribution network

Easily distribute content to end users with low latency,
high data transfer speeds, and no commitments.
London 2 Served from EC2

*.php
Paris
1 Single CNAME
Deployment & Administration www.mysite.com
NY
Feature Details
App Services
Fast Multiple world-wide edge locations to serve
content as close to your users as possible
Compute Storage Database Integrated with other Works seamlessly with S3 and EC2 origin servers
services
Dynamic content Supports static and dynamic content from origin
Networking servers
Streaming Supports rtmp from S3 and includes support for
AWS Global Infrastructure live streaming from Adobe FMS and Microsoft
Media Server
Elastic MapReduce
Managed, elastic Hadoop cluster
Integrates with S3 & DynamoDB
Leverage Hive & Pig analytics scripts
Integrates with instance types such as spot
Feature Details
Scalable Use as many or as few compute instances running
Hadoop as you want. Modify the number of instances
App Services while your job flow is running
Integrated with other Works seamlessly with S3 as origin and output.
services Integrates with DynamoDB
Comprehensive Supports languages such as Hive and Pig for defining
analytics, and allows complex definitions in
Networking Cascading, Java, Ruby, Perl, Python, PHP, R, or C++
Cost effective Works with Spot instance types
AWS Global Infrastructure Monitoring Monitor job flows from with the management
console
Deployment & Admin
Elastic Beanstalk
One-click deployment from Eclipse, Visual Studio and Git
Rapid deployment of applications
All AWS resources automatically created
Deployment & Administration Feature Details

Platform support Containers for Java, .NET and PHP
App Services
Resource creation Creates load balancer, instances, auto scaling and
monitoring automatically
Compute Storage Database Monitoring & Logs Integrated with Cloud Watch and consolidates
server logs
Networking 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
Deployment & Admin
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
App Services
Resource creation Creates AWS resources behind the scenes and

Compute Storage Database reports on progress
Declarative Specify stacks in JSON format and source control
your environments
Networking
Customizable Drive stack creation with parameters

Deployment & Admin
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
Deployment & Administration AWS services
App Services
Networking

+ others
Simple Email Service
Simple Notification Service
ElastiCache
CloudWatch
Storage Gateway
…
Easily and rapidly analyze
petabytes of data
Introducing Amazon 1/10 the cost of traditional data
Redshift warehouses
Data Warehousing the AWS Way Automated deployment &
administration
Compatible with popular BI tools
Internal Testing:
At Least 10X Faster for a Fraction of the Cost
Amazon
Our Test Redshift
On-premises retail 2 billion row data set Two 16 TB /

data warehouse & 6 most complex 128 GB RAM nodes
queries
32 nodes, 4.2 TB of $3.65 / hour
RAM, 1.6 PB of disk
Several million dollars
AWS Data Pipeline
Your Analytics
Your analysis
AWS Data Pipeline
Orchestration service for data-driven workflows

Create automated and scheduled data flows
Pre-integrated with AWS data sources
Easily connect with 3rd party & on-premises sources
NEW! Amazon Elastic Transcoder
Amazon Elastic Transcoder

 Transcoding Pipeline 1
Amazon S3
Output
Bucket
Amazon S3
Input Bucket Transcoding Pipeline 2
Amazon S3
Output
Bucket
Amazon S3
Input Bucket
Transcoding Pipeline 4
Amazon S3
Output
Bucket

720p
Kindle Fire  Custom
HD
Transcoding Job n Transcoding Job 2  Transcoding Job 1

Inside a Transcoding Pipeline
The Toolbox
The Toolbox
A toybox for dev-ops
The Toolbox
With grown up certifications
Security is Our #1 Priority
SOC 2 ISAE 3402 FISMA Moderate PCI DSS FIPS 140-2

Physical Network
Security Security
ISO 27001 ITAR HIPAA MPAA
Platform People &

Security Procedures
Many Customers’ Security Posture Improves In
the Cloud
“You basically turn yourself into a “The improved computer security

polymorphic surface to which the includes, but is not limited to,
attack guy has a much tougher greater protection against
time getting at. That, ultimately, is network attacks and real time
the real key advantage to drive detection of system tampering.”
security and make things much
better for us across the board.”
Gus Hunt, CTO Earl E. Devaney, Chairman

Central Intelligence Agency Recovery.gov

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AWS for startups

Tens of millions of Sell on Amazon Cloud computing

Deep experience in building

Enablement of sellers on Amazon

Internal need for scalable deployment environment

Early forays proved developers were hungry for more

Enable businesses and developers to

*What people now call “the cloud”

$5.2B retail business

835k peak transactions per second

158 new features and services in 11months of 2012

On demand Pay as you go

On demand Pay as you go

On demand Pay as you go

GOV CLOUD ASIA PAC (Tokyo)

ASIA PAC (Singapore)

SOUTH AMERICA (Sao Paulo)

ASIA PAC (Sydney)

Seattle South Bend New York (2) Amsterdam

Dallas(2) Hong Kong

On-premise Capital investment &

Saved $34m 10’s of millions of $ 50% reduction

Lower More AWS

Economies More Infra-

Lower More AWS

Economies More Infra-

Lower More AWS

Economies More Infra-

Lower More AWS

Economies More Infra-

Old World: Infrastructure in Weeks Infrastructure in Minutes

Instance Type M3 Extra Large

“We reduced “We can double

Failure is Fail quickly at a

Less Innovation More Innovation

Sunday Monday Tuesday Wednesday Thursday Friday Saturday

October 31st 2011

Number of EC2 Instances

Steady state of ~40

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

Deployment & Administration

Compute Storage Database Regions

Deployment & Administration

Compute Storage Database Availability Zones

Deployment & Administration

Compute Storage Database Edge Locations

Monitoring Publishes metrics to Cloud Watch

Networking Inexpensive On-demand, Reserved and Spot instance types

VM Import/Export Import and export VM images to transfer

Deployment & Administration

Networking Integrated to Use metrics gathered by CloudWatch to drive

Elastic Load Balancing

Deployment & Administration Feature Details

App Services Available Load balance across instances in multiple availability

Elastic Block Store

API REST-based API to send and receive data

Relational Database Service

Preconfigured Get started instantly with sensible default settings

Failover Automated failover to slave hosts in event of a

Amazon Relational Database Service (Amazon RDS)

High availability Multi-AZ database deployment to

By managing time-consuming database

AWS Global Infrastructure