© 2016, Amazon Web Services, Inc. or its Affiliates. All rights reserved.

Angelo Crippa – EMEA Enterprise Transformation

Milan, 14th of April 2016

Il futuro è oggi: il Cloud come

vantaggio competitivo

What to expect from this session

Enterprise Transformation and Digital journey

Cloud as “the” enabler of the Transformation

A real case – Seat Pagine Gialle

How to start – Cloud Adoption Framework

Enterprise Digital Journey

Digital transformation principles

Transformation, what is it? A common and well accepted definition is “a whole scale

change to the foundational components of a business, from its operating model to its

infrastructure”

What are the main drivers of Transformation? changing consumer demand,

changing technology and changing competition

And what is Digital Transformation? (from Wikipedia) The term digital transformation

refers to a set of technological, cultural, organizational, social and creative changes.

Combining all these elements the digital transformation goes beyond the simple

adoption of new technologies and allows the delivery of services, goods, rewarding

experiences, processes and large amounts of contents regardless of the actual

availability of resources (human, material, intellectual and economic, etc.), pervasively

creating new connections between people, places and things

Evolution of the technology supports the change

Examples of Digital Disruption

Digital innovation drivers

Deliver digital innovation by…

Rapid experimentation driven by a low cost of failure

Speed to market driven by MVP approach

More successful products driven by rapid iteration on customer feedback

Efficient project funding driven by continuous customer feedback

Cost efficiencies driven by high levels of automation

Better quality products driven by DevOps philosophy

The Amazon case

11.6sMean time between

deployments

(weekday)

1,079Max number of

deployments in a

single hour

10,000Mean number of hosts

simultaneously

receiving a

deployment

30,000Max number of hosts

simultaneously

receiving a

deployment

Cloud as “the” enabler

What’s Coming?Technology is deconstructing industries

100% of LOB apps

to be mobile by

2017

90% of the world’s

data created in last

2 years

80% of new

cloud workloads

data intensive

75B of devices

connected to

internet by 2020

Keys to Digital Transformation

Lean Enterprise

• Customer Centric

• Minimum Viable Products

• Metrics-driven culture

• Low-cost experimentation

• Failure-embracing culture

IT Enablers

• Microservice architecture

• DevOps

• Machine Learning

• Internet of Things (IoT)

• Mobile

• Big Analytics

Enabled

By

CLOUD

Can’t Digital Transformation occur on Premise?

1. Global economies of scale

2. Immediate access to latest technology

3. Improved security and risk visibility

4. Open – access to industry leading solutions

5. Elasticity – capacity alignment

6. Improved resiliency – design for failure

7. Lower cost of experimentation and innovation

8. Quicker global expansion

9. Easier to standardize and automate

10. Easier to link the supply chain - ecosystems

AWS supports your digital journey

AWS

supports your

digital

transformation

AWS is a proven Digital platform AWS 3 layers approach

Digital vision

Digital platform

Execution

Cloud unleashes the innovation - lets you be more agile, get

more ideas from all organization and lower cost of failure

AWS supports the Enterprise digital journey

• Articulate the digital vision• Get internal buy-in• Promote & market the vision

• Innovation catalyst • Innovation promoter

• Translate vision in products• Define platform architecture

• Share relevant references• Contribute to solution• Architectural fit

• Deliver quick wins to validate• Avoid blockers• Scale solution

• Fast prototyping• Professional services• Relevant SI & Consultants

Digital vision

Digital platform

Execution Plan

AWS supports the Enterprise digital journey

Digital vision

Digital platform

Execution Plan

Business Plan

Technical Plan

Implementation Plan

• Executive engagement plan/ EBC• Innovation Days / Lean Enterprise• Partnership plan (Retail, Kindle, Mktplace)• Joint PR & Marketing strategy plan

• Architecture/ platform support (SAs)• Relevant ISVs

• Prototyping/ POC• Cloud Adoption Framework• Engage (G)SIs • DevOps support

AWS supports the Enterprise digital journey

Digital vision

Digital platform

Execution Plan

Business Plan

Technical Plan

Implementation Plan

• Executive engagement plan/ EBC• Innovation Days / Lean Enterprise• Partnership plan (Retail, Kindle, Mktplace)• Joint PR & Marketing strategy plan

• Architecture/ platform support (SAs)• Relevant ISVs

• Prototyping/ POC• Cloud Adoption Framework• Engage (G)SIs • DevOps support

AWS benefits increase over time

Source: IDC Business Value of AWS Accelerates over time

According to IDC, this relationship between length of time using AWS and return is due to customers leveraging the more optimized environment to generate more applications along a learning curve.

$1 Investment in AWS

$8.40 in benefits

At 60 Months of using AWS

~8X$3.50 in benefits

$1 Investment in AWS

At 36 Months of using AWS

~3X

Source: IDC - Quantifying the Business Value of Amazon Web Services (2015)

Benefits – the “Cost” dimension

Cost of opportunity

• Lost time for slow deployment

• Difficult to bring new functionality

• Knowledge of end game before starting

True utility cost models

• Identify cost of transaction

• Only pay for what is used

Abstraction of infrastructure

• No hardware costs

• No capital justification before starting the development

Benefits – the “Flexibility” dimension

Speed to change/ improve

• Iterative changes – it’s how your customers think

• Avoid “computer says no!”

Try fast / fail fast

• No capital costs to new ideas

• It’s the small things that count

• Ownership

Scalability

• Fore-knowledge of scale not needed

• Easy to respond to customer uptake

A real case –

SEAT PG | Italiaonline

Francesco Cambiaso

Web Operations and Infrastructure Manager

Internet Factory – Seat Pagine Gialle

SEAT PG | Italiaonline

Corporate Brands

Products

Partners

Products

SEAT PG | Italiaonline

SEAT PG + Italiaonline snapshot

5.8 bln monthly impressions(3)

Milan

Rome

Pisa

Florence

Turin

#1 email service in Italy for time spent per person

10.2 mln active accounts (2)

Employees

>2,200 IOL + Seat PG employees(4)

The first Italian internet company

18.4 mln MAUs(1)

(1) Source: Audiweb View, powered by Nielsen, TDA Avg 2H 2015 IOL+SEAT: unduplicated data

(2) Source: internal data, 90 days active mailboxes, Avg 2H 2015 (3) Source: internal data, Avg. 2H 2015

(4) Source: Internal data, nov 2015

64% Active reach(1)

Multi-brand portfolio approach

Dublin

IRELAND

Moqu

Moqu

Italian leader in internet services for SMEs

(220,000 digital customers)

One stop Shop approach

100AGENCIES

10 CALL CENTERS

Seat PG

Customers290,000

Sales Agents >1,400

Italiaonline

Seat PG

Italiaonline

Seat PG

Italiaonline

SEAT PG | Italiaonline

AWS in Seat PG – The Business Case

Our goals:

• technological: simplify Disaster Recovery

• financial: reduce T.C.O.

• organizational: improve DevOps collaboration

Our infrastructure stack in 2013:

• complex to manage

• low value-added

Software is eating the world

SEAT PG | Italiaonline

AWS services currently used in Seat Pagine Gialle

SEAT PG | Italiaonline

Lego blocks architecture

AWS architecture for a Magento-based ecommerce website

Advantages:

• easy migration to AWS

• low lock-in risks

SEAT PG | Italiaonline

… VS monolitich architecture

SEAT PG | Italiaonline

Disaster Recovery made super-easy

No need for a separate

Disaster Recovery

environment!

• R.T.O. a few minutes

• R.P.O. zero

• No D.R. plan testing

SEAT PG | Italiaonline

Tuttocittà maps generation – time&cost reductions

Increasing the number of EC2 servers, you can reduce

time without increasing the total cost!

• 1 server X 50 days = 1200 hours

• 100 servers X 12 hours = 1200 hours

Spot EC2 instances:

• suitable for interruptible workloads

• 80% average cost reduction compared to On Demand

EC2 instances

SEAT PG | Italiaonline

DevOps Collaboration

SEAT PG | Italiaonline

Lean - Remove Muda (waste)

Amazon Certificate Manager: 10 minutes

• 5 clicks to get a new free SSL certificate

• 2 clicks to use it on CloudFront or Elastic Load Balancer

Auto-renewal

No need to patch servers

Traditional process to enable https: days/weeks

• mail for the SSL certificate procurement approval

• generate the Certificate Signing Request

• send the Certificate Signing Request to the purchasing office

• SSL certificate purchasing process on the certification authority

website (5-10 steps process)

• wait for the SSL certificate validation process

• install the SSL certificate on every web server

Repeat the process when the SSL certificate expires

And remember to patch servers for SSL vulberabilities!

SEAT PG | Italiaonline

Our AWS Partners of choice

SEAT PG | Italiaonline

Ready for the Future

SEAT PG | Italiaonline

Thank You!

francesco.cambiaso@seat.it

How to start - CAF

First step - align on the Outcome

CEOCompetitive advantage

Save money

CIOBusiness alignment

Move faster, more efficiency

CFOImproved cash flow

Save money

CMORespond to market changes

More experimentation, better analytics

CISO Visibility, auditability, control

CROGet more products to market

Move faster, more efficiency

Priority AWS Value

Experience

Pace of Innovation

Service Depth & Breadth

Pricing Philosophy

Ecosystem

Global

The AWS value

The AWS value

AWS Cloud Adoption Framework (CAF)

Comprehensive framework that helps bring together people,

process and technology to reduce the time and cost of deployment

consistent proven repeatable

Technology alone is not the answer

The AWS Cloud Adoption Framework (CAF)

The AWS Cloud Adoption framework is a simple and agile process to achieving sustainable business

value with AWS cloud services. This adaptive four phase framework is designed for small or large cloud

transformations. It organizes the planning cycle and aligns the cloud strategy to the business objectives.

Align Business &

Cloud Strategies

Realize & Sustain

Business ValueRapid Discovery,

Planning & Migration

Innovate &

Transform

> Align Business & Cloud Strategies

• Business aligned cloud strategy

• Executive Sponsorship

• Stakeholder engagement &

Support

• Adoption approach aligned to

business and organizational

readiness

Understand the business strategy and market drivers to incorporate the requirements in development of

your cloud strategy and targeted rate of adoption (experiment, test & development, production, all-in).

Engage key stakeholders from the start in developing a cloud strategy

Industry drivers

Market drivers &

innovation

Cloud Adoption Strategy

Business Strategy

Benefits

> Rapid Discovery & Planning

Baseline

GAP

Activities

Migrate

Rapid discovery incorporates the cloud adoption strategy, baseline, and gap analysis resulting in the CAF

activities matrix . The resulting activities matrix will inform and drive the development of a comprehensive

and prioritized cloud adoption roadmap for your cloud adoption journey

Assess and baseline current

cloud/IT capabilities. Level of

automation

Define the key cloud adoption

capabilities required to

achieve business objectivesPrioritized list of

activities/initiatives when

executed result in delivery of the

business strategy

• Launch point for your cloud strategy

• Baseline of current capabilities

• Understanding of capabilities gap

• Prioritized list of activities/initiatives

to inform and create your adoption

roadmap

• Comprehensive cloud adoption

roadmap to guide your journey

Benefits

Discovery

Execute your strategic cloud

adoption roadmap. Adopt new

processes, train staff,

measure and report success

> Realize & Sustain Business Value

Run

Measure

Report

Improve

Develop a DevOps approach for iterative and continuous improvement. Consistently measure and monitor

your cloud environment. Expand on the successes and the value created for the business.

• Iterative process of improvement

• Proven tools and assets/artifacts

that support every phase of the

delivery process

• Applies to any cloud adoption

(experiment, test/development,

production, all-in)

Run - Operate and

manage your new

cloud environment

Measure – the value and

efficiencies achieved.

Look for opportunities to

improve and further

automate the

environment

Report - opportunities to

automate, efficiencies, and

effectiveness of the cloud in

achieving the business

objectives

Develop continual

improvement plan to

address reported

opportunities.

Business Value

DeliverAutomate

IterateBenefits

> Innovate & Transform

• Cloud aligned application

architectures

• Innovative application solutions

• Shorter development cycles and

driving increased business value

• Applications that leverage the

agility of cloud computing

Significant business value is realized from architecting applications to leverage the full breadth of AWS

cloud services. Innovating and transforming applications incorporates the best practices and approaches,

aligning your cloud application architectures, development, and deployment processes to providing the

business agility required to meet market demands and sustainable value creation

Unlock the value

of your

application

portfolio

Transform Benefits

Cloud Aligned Application

Innovate

Cloud aligned

Architectures

(Infra & Apps)Business

Applications

Transform your

business applications

AWS ecosystem

SYSTEMS INTEGRATORS ON AWS

AWS ecosystem

ISVs ON AWS

Conclusion – why AWS ?

Global FootprintTrusted & Secure

Auditing & Compliance

Rapid InnovationMost Complete

Platform

Ready to Support YouBuilt for Hybrid

ArchitecturesLarge Partner

Ecosystem