AWS Empowering Digital Marketing - September 2013

Agenda Agenda

AWS Background

Why are Digital Agencies using AWS?

Key AWS services

Customer Success Stories

“Fitz” (Philip Fitzsimons), Solutions Architect

Consumer

Business

Tens of millions of

active customer

accounts

Eight countries:

US, UK, Germany,

Japan, France,

Canada, China, Italy

Seller

Business

Sell on Amazon

websites

Use Amazon

technology for your

own retail website

Leverage Amazon’s

massive fulfillment

center network

IT Infrastructure

Business

Cloud computing

infrastructure for

hosting web-scale

solutions

Hundreds of

thousands of

registered

customers in over

190 countries

Deep experience in

building and

operating global web

scale systems

About Amazon

Web Services

?

…get into cloud computing? …get into cloud computing?

How did Amazon… How did Amazon…

• $5.2B retail business

• 7,800 employees

• A whole lot of servers

Every day, AWS adds enough

server capacity to power that

whole $5B enterprise

Growth Growth

No Capex, pay

for what you use

Go Global in

Minutes

Low Total Cost of

Ownership Easily Scale

Up and Down

Improve Agility &

Time-to-Market Low Ongoing

Cost

Deploy

Why are Digital agencies using AWS? Why are Digital agencies using AWS?

On-Premises

$0 to get started

Pay as you go

No capex, pay for what you use No capex, pay for what you use

Samsung Improved their Product Experience with AWS

Saved $34 Million 85% savings versus

traditional hosting

Customer Success Customer Success

Scale allows us to constantly

reduce our costs

We are comfortable running a high

volume, low margin business

We pass the savings along to

our customers in the form of

low prices

Low Cost Low Cost

Orange Digital uses AWS for dynamic webapps

Web traffic reaches

4 Billion requests

per month

Legacy architecture

was over-provisioned

90% of the time

Infrastructure team

went from 9 to 4


On-Premises

Experiment Infrequently

Failure is expensive

Less Innovation

Experiment Often

Fail quickly at a low cost

More Innovation

$ Millions Nearly $0

Improve Agility and Time to Market Improve Agility and Time to Market

Shell uses AWS to Develop Software Faster and Cheaper

Remote Team

Core Development

Team

Extra Development

Resources

Contractor Team


Data Centers

Power

Cooling

Cabling

Networking

Racks

Servers

Storage

Labor

Buy and install new hardware

Setup and configure new software

build or upgrade data centers

We take care of it… So you don’t have to …

Low Total Cost of Ownership Low Total Cost of Ownership Deploy

Lionsgate uses AWS To host SharePoint & SAP

Amazon VPC

Avoided data

center build out

Saved $1M

over 3 years

50% lower cost

than hosting options

Customer Success Customer Success Deploy

Go Global in Minutes Go Global in Minutes

Thomson Reuters uses AWS to distribute content globally

Simon Ball Global Head of Operations, Multimedia

Delivery, and Infrastructure

“What can be achieved by using

the cloud is far easier than we

anticipated. AWS is in a different

league in terms of elasticity.

Other providers simply weren’t

capable of offering the scalability

we require.”

Reduced operating

costs by 40%


Self

Hosting

Waste

Customer

Dissatisfaction

Actual demand

Predicted Demand

Rigid Elastic

Actual demand

AWS

Easily Scale Up and Down Easily Scale Up and Down

Viral Marketing Viral Marketing

Bursty campaign Bursty campaign TV Ad driven campaign TV Ad driven campaign

On Premise Utilisation On Premise Utilisation

Click Stream Analytics Click Stream Analytics

Elastic capacity Elastic capacity

Click Stream Analytics Click Stream Analytics

WASTE WASTE

CUSTOMER DISSATISFACTION CUSTOMER DISSATISFACTION

Viral Marketing Viral Marketing


Elastic capacity Elastic capacity

Click Stream Analytics Click Stream Analytics Viral Marketing Viral Marketing


Lamborghini uses AWS for Dynamic Webapps

Reduced

infrastructure

costs by 50%

Reduced time to

market to near Zero


High profile digital

campaign with

unpredictable

traffic patterns

To deliver highly

available production

websites

Digital campaigns

for customer across

the globe

Examples of Digital Agencies Examples of Digital Agencies

“AWS gives our clients fantastic scaling flexibility, allowing us to

support significant variances in traffic that occur during typical

marketing campaigns.”

Jake Morris, Technical Director, DARE

Digital Advertising Toolkit Digital Advertising Toolkit

AWS Global Infrastructure

Application Services

Networking

Deployment & Administration

Database Storage Compute

Requirement AWS

Marketing Campaign ✔

Production Website

Dev & Test ✔

Mobile Application ✔

Email Campaign ✔

Line of Business Application ✔

Data Analytics ✔

Backup and DR ✔

Data Centre ✔

✔

Global Infrastructure Global Infrastructure

Region Region

US-WEST (N. California) US-WEST (N. California) EU-WEST (Ireland) EU-WEST (Ireland)

ASIA PAC

(Tokyo)

ASIA PAC

(Tokyo)

ASIA PAC

(Singapore)

ASIA PAC

(Singapore)

US-WEST (Oregon) US-WEST (Oregon)

SOUTH AMERICA (Sao

Paulo)

SOUTH AMERICA (Sao

Paulo)

US-EAST (Virginia) US-EAST (Virginia)

GOV CLOUD GOV CLOUD

ASIA PAC

(Sydney)

ASIA PAC

(Sydney)

Availability Zone Availability Zone

High Availability High Availability

Amazon EC2 Auto Scaling Elastic Load Balancing

Actual

EC2

Elastic Virtual servers

in the cloud

Dynamic traffic distribution Automated scaling

of EC2 capacity

Scalable Compute Scalable Compute

Amazon EBS

EBS

Block storage for use

with Amazon EC2

Amazon S3

Images, Videos, Files

Binaries, Snapshots

Internet scale

storage via API

AWS Storage Gateway

S3,

Glacier

Integrates on-premises

IT and AWS storage

Amazon Glacier

Storage for archiving

and backup

Storage Services Storage Services

Images, Videos, Files

Binaries, Snapshots

Web Scale Apps Enterprise Storage

Amazon CloudFront Amazon RDS Amazon SES

distribute content

globally

Managed relational

database service

Transaction bulk email

service

DBA

Amazon CloudSearch

Managed search

service

Application Services Application Services

Amazon Elastic

Transcoder

Amazon EMR

(Elastic Map Reduce)

Amazon Redshift AWS Data Pipeline

Hosted Hadoop

framework

Petabyte-scale data

warehouse service

Move data among AWS

services and on-

premises data sources

Big Data Services Big Data Services

Amazon CloudWatch

AWS IAM (Identity

& Access Mgmt)

AWS OpsWorks

AWS CloudFormation

AWS Elastic Beanstalk

Web App

Enterprise

App

Monitor resources Manage users,

groups &

permissions

Dev-Ops framework

for application

lifecycle management

Templates to deploy

& manage

Automate resource

management

Getting started quickly Getting started quickly

Web App Architecture Web App Architecture

Brand name, SEO

findability

Brand name, SEO

findability

Speed, Performance

Speed, Performance

Appearance, Brand, style Appearance, Brand, style

Behaviours, journeys

Behaviours, journeys

Memory, Dynamic, personal

Memory, Dynamic, personal

Workflow storage

Workflow storage

Big data, Social

Big data, Social



Master Account

[email protected]

Cost Attribution Cost Attribution

Customer B

[email protected]

User2 Dev2 Admin2 IA

M

Master Account

[email protected]

consolidated billing information


Customer B


M

Tags: Own=Div Proj=P

Tags: Own=Div Proj=Q

Tags: Own=Div Proj=R

Master Account

[email protected]

consolidated billing information Tags: (key-value)

e.g Own=Div Proj=R


[email protected]

Operating Co. A

[email protected]


M

Tags: Own=OpCo Proj=A

Tags: Own=OpCo Proj=B

Tags: Own=OpCo Proj=C

Customer B


M




Business Unit C

[email protected]


M

Tags: Own=BusC Proj=X

Tags: Own=BusC Proj=Y

Tags: Own=BusC Proj=Z

Master Account

[email protected]



[email protected]

Operating Co. A

[email protected]


M

Tags: Own=OpCo Proj=A

Tags: Own=OpCo Proj=B

Tags: Own=OpCo Proj=C

Division B

[email protected]


M




Business Unit C

[email protected]


M

Tags: Own=BusC Proj=X

Tags: Own=BusC Proj=Y

Tags: Own=BusC Proj=Z

Master Account

[email protected]


Predictive Cost Modeling Predictive Cost Modeling

Certifications

Certifications

Physical Security

Datacenters in nondescript facilities

Physical access strictly controlled

Must pass two-factor authentication at least twice for floor access

Physical access logged and audited

Physical Security

Datacenters in nondescript facilities

Physical access strictly controlled

Must pass two-factor authentication at least twice for floor access

Physical access logged and audited

HW, SW, Network

Systematic change management

Phased updates deployment

Safe storage decommission

Automated monitoring and self-audit

Advanced network protection

HW, SW, Network

Systematic change management

Phased updates deployment

Safe storage decommission

Automated monitoring and self-audit

Advanced network protection

Security Standards Security Standards

http://aws.amazon.com/security http://aws.amazon.com/security

Foundation Services

Compute Storage Database Networking

AWS Global Infrastructure Regions

Availability Zones

Edge Locations

Client-side Data Encryption & Data Integrity Authentication

Client-side Data Encryption & Data Integrity Authentication

Server-side Encryption (File System and/or Data)

Server-side Encryption (File System and/or Data)

Network Traffic Protection (Encryption/Integrity/Identity)

Network Traffic Protection (Encryption/Integrity/Identity)

Platform, Applications, Identity & Access Management Platform, Applications, Identity & Access Management

Operating System, Network & Firewall Configuration Operating System, Network & Firewall Configuration

Customer Data Customer Data

Am

azo

n

Shared responsibility Shared responsibility

You

Gartner Magic Quadrant for Cloud Infrastructure as a Service

(August 19, 2013)

Gartner “Magic Quadrant for Cloud Infrastructure as a Service,” Lydia Leong, Douglas Toombs, Bob Gill, Gregor Petri, Tiny Haynes, August 19, 2013. This Magic Quadrant graphic was published by Gartner, Inc. as part of a larger research note and should be evaluated in the context of the entire report.. The Gartner report is available upon request from Steven Armstrong ([email protected]). Gartner does not endorse any vendor, product or service depicted in its research publications, and does not advise technology users to select only those vendors with the highest ratings. Gartner research publications consist of the opinions of Gartner's research organization and should not be construed as statements of fact. Gartner disclaims all warranties, expressed or implied, with respect to this research, including any warranties of merchantability or fitness for a particular purpose. 42

mailto:[email protected]?subject=Gartner Magic Quadrant for Public Cloud Infrastructure as a Service

mailto:[email protected]

No Capex, pay for what you use

Go Global in Minutes

Low Total Cost of Ownership

Easily Scale Up and Down

Improve Agility & Time-to-Market Low Ongoing

Cost

Deploy

Why are Digital agencies using AWS?

Why are Digital agencies using AWS?

Technology

AWS Empowering Digital Marketing - September 2013