AWS Summit Tel Aviv - Opening Keynote

AWS Summit 2013 Tel Aviv Oct 16 – Tel Aviv, Israel

Dr. Werner Vogels

CTO, Amazon.com

@werner

Innovation Powered by the AWS Cloud

Our largest AWS Summit series, ever. Over 39,000 people registered

Stockholm San Francisco

Amsterdam

Tel Aviv Berlin Paris

New York City Tokyo London Sao Paulo

Announcing: AWS in Israel

Local entity with account managers, solutions

architects, technical account managers,

support staff and various other functions for

Israeli customers to directly engage with AWS

7 Years Young Amazon S3 launched: March 14th 2006

30+ services spanning

compute, storage, database

and application management.

100,000s of customers,

across 190 countries.

Over 500 Government Agencies And 2,000 Educational Institutions

Here and

abroad

Used by the Israeli Startups and Enterprises Alike

A wide range of technologies

Thriving Partner Ecosystem Consulting Partners Technology Partners

AWS Marketplace: Buy Software Pre-Configured to Run on AWS

Growth since Jan 1, 2013

25 categories

977 product listings

Active customers

Usage per customer

The AWS Price Reduction Philosophy

Ecosystem

Global Footprint

New Features

New Services Infrastructure Innovation

More AWS Usage

More Infrastructure

Economies of Scale

Lower Infrastructure

Reduced Prices

More Customers

Customer Infrastructure Audits Saves money Improves availability Closes security gaps Increases performance

Recent Performance 329,000 recommendations $22M in annualized savings

AWS Trusted Advisor

AWS Service Launches and Feature Updates

2007 2008 2009 2010 2011 2012

2007 2008 2009 2010 2011 2012 2013

159 154

2007 2008 2009 2010 2011 2012 2013

Introducing AWS Activate

All the resources you need to get started and scale on AWS:

AWS Training

AWS Support

Startup Forum

AWS Promotional Credit

Special offers from third parties

Learn more and sign up at https://aws.amazon.com/activate/

AWS Activate: Video

Amazon S3: Over 2 Trillion Total Objects

1.1M peak requests/sec

AWS Global Infrastructure

9 regions

26 availability zones

42 edge locations

Every day, AWS adds

enough server capacity to

power this $5B enterprise

$5.2B retail business

7,800 employees

A whole lot of servers

Infrastructure as a Service Magic Quadrant

“AWS is the overwhelming market

share leader, with more than five

times the compute capacity in

use than the aggregate total of the

other fourteen providers.”

Amazon DynamoDB Amazon Redshift Amazon Glacier

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 capital Q

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

On-Premises

$0 to get started

Pay as you go

Saved $34M on SmartHub app

Reduced IT costs

by 40% over a five

year period

Reduced web

infrastructure cost

by 50%

2. Lower Variable Expense Than Going it Alone

Saved $1.6M-$2.4M

on capital

expenditure

3. You Don’t Need to Guess Capacity

Self Hosting

Actual demand

Predicted Demand

Actual demand

Elastic

The Cloud

Typical Weekly Traffic to Amazon.com

Sunday Monday Tuesday Wednesday Thursday Friday Saturday

Typical Weekly Traffic to Amazon.com

November Traffic for Amazon.com

November Traffic for Amazon.com 76%

November 10th, 2010

October 31, 2011

November Traffic for Amazon.com

4. Dramatically Increase Speed & Agility

Add New Dev Environment

Add New Production Environment

Add New Environment in Japan

Add 1,000 Servers

Remove 1,000 servers

Number of Instances 1,000

Instance Type M3 Extra Large

Availability Zone US-West-2b

Launch

aws.amazon.com/managementconsole

AWS: Infrastructure in Minutes Old World: Infrastructure in Weeks

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

buy and install new hardware

set up and configure new software

build new data centers

so you don’t have to...

Data Centers

Cooling

Cabling

Networking

Servers

Storage

We take care of...

6. Go Global in Minutes

1. Trade capital expense for variable expense

2. Lower variable expense than companies can do themselves

3. You don’t need to guess capacity

4. Dramatically improved speed and agility

5. Stop spending money on undifferentiated heavy lifting

6. Go global in minutes

The Benefits of Cloud Computing

Using AWS to do myThings

Ariel Pisetzky

Using AWS to Streamline IT

About myThings

The bottom line

AGENDA

Offices in 15 cities serving 30 markets

TOKYO MOSCOW

STOCKHOLM

MILAN AMSTERDAM

LONDON PARIS MADRID NEW YORK

SCOTTSDALE

SAO PAULO

WARSAW

TEL AVIV BERLIN

MUNICH

Driving incremental sales for over 800 customers

Direct

Strong relationships with premium publishers that include access to their preferred deals and private auctions

Integrated with

Highly commended by in joint case study

leading exchanges 14

Handling

billion RTB requests per day

partnerships with premium media networks and sites including :

Media: Quantity & Quality

Serving 5 billion personalized impressions per month

Connected to

top 100 sites

About myThings

drop-out rate volume of data processed per day

Under 1% 20ms

4 EU (Ireland), 2 US

(Virginia, California), Japan (Tokyo)

Data centers Hundreds

operating automatically

depending on load, generating total

elasticity

of servers 3

Amazon, Microsoft and

Google

big data engines 150K

on a daily basis

average bid response time

20TB for lightning fast look-ups

In-memory database

Using AWS to Streamline IT

About myThings

The bottom line

AGENDA

Why do you need AWS?

IT is never a blocking element of the business but only an enabling force. With

AWS you are free from physical IT restraints

Why do we use AWS at myThings?

What do we use from AWS?

Amazon EC2 Instance with CloudWatch

Elastic IP Amazon EMR Auto Scaling Route 53

Elastic Load Balancing

Amazon VPC

Amazon S3 Snapshot Amazon EBS Amazon Glacier

DynamoDB Amazon RDS ElastiCache Amazon Redshift IAM CloudWatch

Amazon SES Amazon SNS Amazon SQS

What do we use from AWS?

Tools of the trade

Zero work setups

Short Case Study

o Database > 20TB

oWrite time < 10ms

o Read time < 10ms

o Recordset > 500m

o Backup

oUptime

o Cost

Short Case Study

About myThings

The bottom line

AGENDA

Customized Programmatic Advertising

Need for minimum network latency

Large amounts of data, continuously growing

Need for speed

World wide locations

Abundant capacity, no strings attached

Three levels of storage with no limits

Multiple tools for handling data

Mix and match database needs

The Advantages of using AWS in myThings

Maximum IT, minimum investment

4 Regions

EC2 Elasticity

S3 & Glacier

RedShift, EMR & S3

DynamoDB

Extreme agility for both seasonality and innovation

Big Data analytics

CloudWatch, OpsWorks

Thank you

The Foundation for

21st Century Architectures

awsofa.info

Old world

Development

Experimentation

Flexibility

Availability Scarce

Minutes

Elastic

Plentiful

Old world

Development

Experimentation

Flexibility

Availability Scarce

Minutes

Elastic

Plentiful

Transformation:

What drives it?

Who is doing it?

What is next?

Transformation:

What drives it?

Who is doing it?

What is next?

Every industry.

Financial Services

Extreme competition

New products and instruments daily

Rapid development and delivery

Rapid experimentation

Stringent regulatory, compliance

and security requirements.

Transportation

Highly Competitive

Capital Intensive

Deliver Better Customer Service

Revolutionizing Public Transport Experience

Yovav Meydad Vice-President of Product

• Founded Nov 2011

• Venture funded

• Over 2,000,000 users

• Coverage in 22 countries, 70+ cities

• Top Navigation app on Google Play & Apple App Store

About Us

Real Time, Public Transit Info, Navigation & Ticketing App

What’s the best way to my

destination now?

When will my next bus arrive?

Will it be overcrowded?

When will I arrive to my destination?

Uncertainty & wasted time frustrate public transport riders

Providing the most complete real-

time public transit information,

combining agencies data with the

power of the crowd.

At the station ► Trip planning ► On the go ► Ticketing

• Stops and lines info

• Real time schedules

• Transit location/arrival - on map

• PT reports from the crowd

Riders can access:

• Search according to preferences

• All transit modules integrated

• Step by step directions (incl. walking)

• Route map and sharing options

Riders can select the best real time way from A to B:

• Navigation directions

• Updates and alerts of what’s ahead

• Track progress on map

• Dynamic ETA

• Riders reports complement the data

available to all: Delays, Crowding,

Cleanliness

Moovit guides riders during the trip:

• Pay instantly

• No more paper tickets

• No need to carry cash

• Store tickets on phone for future use

• Better control over spend

Moovit Mobile Ticketing

Worldwide Expansion 22 countries, 70 cities Served Today, 100 by end of 2013

Overnight spikes. Again and Again.

3M Monthly Trip Plans

3.5M Daily Real Time Requests

10M Daily User Reports

100K+ Daily Active Users

Amazon RDS I/O Requests

500,000,000

1,000,000,000

1,500,000,000

2,000,000,000

2,500,000,000

10,000

15,000

20,000

25,000

30,000

35,000

40,000

45,000

50,000

Amazon EC2 Instance Hours

AWS helps us overcome key challenges

Some of our challenges

Minimize latency when serving

map tiles

Robust application servers

Dynamic graph building and loading

needs memory optimized servers

Amazon CloudFront

Amazon Route 53

Amazon ELB

Amazon EC2

Compute

Route 53

DNS Service

Amazon S3

Storage

Amazon EBS

CloudFront

Content Delivery

Amazon DynamoDB

Amazon RDS

SQL DB

CloudWatch

Monitoring

Elastic Load Balancing

Load Balancing

And we are planning to use more…

AWS Services We Use

www.moovitapp.com | @moovitapp

Media & Advertising

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 Revenue Adjusted for Inflation, 1950 to 2012

Source: Newspaper Association of America

Carpe Diem Blog

Media and Advertising

New ways to monetize content

Competitive landscape changing

Highly competitive

Driven by data

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

Retail

Fierce competition

Cost conscious

Anticipate customer demand

Ever-growing need for automation

AMAZON CASE STUDY

Nir Valtman, R&D Chief Security Officer

16th October 2013

RETALIX

Retalix Snapshot SUMMARY

• Established 1982

• Acquired by NCR in 2013

• Revenue: over $250 M

• HQ: Raanana, Israel and Plano, Texas. Offices in

UK, France, Italy, Australia, China, Japan

• +1,700 Employees / 1000+ Customers

• 70,000+ Stores / 400,000+ POS Lanes

WHO WE SERVE – High Volume, High Complexity Retailers

PRESENT IN 50+ COUNTRIES

GENERAL

MERCHANDISE

GROCERY FOODSERVICE FUEL CONVENIENCE DEPARTMENT

STORES

HEALTH,

BEAUTY & DRUG

North America Israel ROW

Leading Global Retailers Select Retalix 10 out of top 30 global retailers are Retalix customers

3 of the top 6 retailers in North America are Retalix customers

3 top retailers in Australia are Retalix customers

3 out of top 4 retailers in the UK are Retalix customers

Omni-channel

Retailer

Typical enterprise retailer network

>1000 stores

>50 touch points

...per store

Amazon case study #1 – Testing agility • Challenges

– Set up a complex testing environment

...per version per customer.

– Do it fast… really fast!

– Simulate network disconnections.

– Test the scalability of the product.

Amazon case study #1 – Testing agility • Way of work

– Create automation scripts

• Retalix 10

• Amazon API

– Simulate disconnects

• Amazon API

– Isolate retailer environments

• Security groups

Amazon case study #2 – Cost optimization • Challenge

– Many instances are being started, stopped or terminated all the

– How to pay per use without the costs of on-demand instances.

• Way of work

– Use medium/low Reserved Instances utilization.

Amazon case study #3 – On-demand

• Presale Challenge

– Retalix projects are complex in terms of IT and development.

– Customers don’t like to wait for demos.

• Way of work

– Create POC environments in minutes.

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 Data

The move to real time information

Deeper integration

Vertical application of analytics

Hadoop will become invisible

Connected Devices

Incredible data generators

Device and content are independent

Increasing workforce mobility

1000 Genomes Project

250 TB of data

~2000 complete genomes

Available to all, via S3

The Industrial Cloud

Security & Privacy

Readily available encryption services

to protect your customers.

Readily available encryption services

to protect your customers.

Hardware security modules

AES-256 encryption

SSL for data in transit

IAM federation

Private subnets

VPC by default Key rotation

Multi-factor authentication

SOC 1 & 2

SAS70 Type II

FISMA moderate

DIACAP FedRAMP

PCI DSS Level 1

ISO 27001

AWS CloudHSM - Hardware Security

Module in the Cloud

AWS CloudHSM

Continually extend our

security options.

Amazon RDS for Oracle

Transparent Data Encryption and

Native Network Encryption.

Thank you.

werner@amazon.com

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