AWSome Day Jakarta - Opening Keynote by Richard Harshman

1. Opening Keynote
Richard Harshman,
Head of ASEAN | Amazon Web Services

2. Our Sponsors

3. Why does Cloud Computing matter?
AWS Introduction
Why are companies choosing AWS?
How to get started?

4. Barriers of entry

5. AWS has removed a barrier

10. Why AWS?

11. « AWS allows us to devote our resources
and mindshare to the core business »

12. Kempinski Hotels

13. « Want to increase innovation?
Lower the cost of failure »
Joi Ito
Director, MIT Media Lab

14. Cloud Computing Open Source SW

15. 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

16. Self-service platform without gatekeeping

17. Reduce
the
cost
of
experimenta0on

18. Waste is anything that does not
lead to direct value for the customer

19. Stop
wasting
time

20. Focus on the customer and work
backwards from there

21. Continuous experimentation

22. Measure relentlessly

23. Learn and iterate

24. START-UP
a human institution designed to deliver
new products or services under
conditions of extreme uncertainty
Eric Ries, author of The Lean Startup

25. ENTERPRISE
a human institution designed to deliver
multiple new products or services under
conditions of extreme uncertainty

26. Uncertainty

27. Acquire resources on demand
Release resources when no longer needed
Only pay for what you use
Leverage others’ core competencies

28. Cloud computing transforms businesses

30. Over 500,000 users
across Southeast Asia

31. 6,000,000 visits
delivered monthly

32. 0 sysadmins
in-house

33. AWS for High Availability
serving assets
delivering visits to clients

34. Engineers focus on the app
AWS handles the growing pain

35. Some things never change

36. You have to be willing to be
misunderstood
for a long period of time

37. We are all start-ups now

38. Why does Cloud Computing matter?
AWS Introduction
Why are companies choosing AWS?
How to get started?

39. Consumer
Business
Tens of millions of
active customer
accounts
Ten countries:
US, UK, Germany,
Japan, France,
Canada, China, Italy,
India, Spain
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

40. ?
…get into cloud computing?
How did Amazon…

41. AWS Provides Broad and Deep Services to
Support any Cloud Workload
Deployment & Administration
Application Services
Database
CCoommppuutete SSttooraragge e Networking
AWS Global Infrastructure

42. AWS Pace of Innovation
New Service Announcements & Updates
82
(As of October 2014)
61
48
24
159
280
345
2008
2009
2010
2011
2012
2013
2014

43. AWS Global Infrastructure
10 Regions
26 Availability Zones
52 Edge Locations

44. Trusted by Enterprises Around the World

45. ASEAN Enterprises

46. Powering ASEAN Startups

47. Indonesian Customers

48. ASEAN Partners

49. Gartner Magic Quadrant for Cloud Infrastructure as a Service
Gartner
“Magic
Quadrant
for
Cloud
Infrastructure
as
a
Service,”
Lydia
Leong,
Douglas
Toombs,
Bob
Gill,
Gregor
Petri,
Tiny
Haynes,
May
28,
2014.
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
en0re
report.
The
Gartner
report
is
available
at
hPp://aws.amazon.com/resources/analyst-­‐reports/.
Gartner
does
not
endorse
any
vendor,
product
or
service
depicted
in
its
research
publica0ons,
and
dos
not
advise
technology
users
to
select
only
those
vendors
with
the
highest
ra0ngs.
Gartner
research
publica0ons
consist
of
the
opinions
of
Gartner's
research
organiza0on
and
should
not
be
construed
as
statements
of
fact.
Gartner
disclaims
all
warran0es,
expressed
or
implied,
with
respect
to
this
research,
including
any
warran0es
of
merchantability
or
fitness
for
a
par0cular
purpose.

50. Why does Cloud Computing matter?
AWS Introduction
Why are companies choosing AWS?
How to get started?

51. Architected for Enterprise Security Requirements
Certifications and accreditations for
workloads that matter
AWS CloudTrail - AWS API call logging
for governance & compliance
Log and review
user activity
Stores data in S3, or
archive to Glacier
First global cloud service provider to
achieve the Singapore Multi-Tier Cloud
Security Standard
(MTCS SS 584) Level-3 (CSP) certification

52. Lower Costs with AWS Up-Front and Increase Savings
as Your Usage Grows
1
Replace up-front
capital expense with
low variable cost
“Average of 400 servers
replaced per customer”
Economies of scale
allow us to continually
Source: IDC Whitepaper, sponsored by
Amazon, “The Business Value of Amazon
Web Services Accelerates Over Time.”
July 2012
2
lower costs
45 Price
Reductions
3
Pricing model choice
to support variable &
stable workloads
4
Save more money as
you grow bigger
On-demand
Reserved
Spot
Tiered Pricing
Volume Discounts
Custom Pricing

53. Replace up-front capital expense with low variable cost
On-Premise
(or “Private Cloud”)
Metered, Pay As You Go Model
Use only what you need,
using on-demand, reserved, spot or dedicated
Flexible
Capital Expense Model
High upfront capital cost,
high cost of ongoing support
Inflexible

54. Economies of scale allow AWS to continually lower costs
We build IT at higher
scale than most any
operator of data
centers in the world
We are comfortable
running a high volume,
low margin business
We pass the savings
along to our customers in
the form of low prices and
continuous reductions

55. Moving to Astro-on-the-Go from a private data center to AWS
reduced opex by 60%
Idling test environments when not in use has saved us 10% in
opex in Astro Digital
Reserved Instances purchases will save 40% over three years
Time to market across digital reduced at least 3-4 weeks
…leading our evolution to an agile development company

56. Traveloka.com Uses AWS to Scale
Traveloka
one
of
the
most
successful
Flight
Search
Engine
startups
in
Indonesia.
“AWS
has
been
a
real
catalyst
of
the
tech
startup
landscape
in
Indonesia”
“As
a
young
team,
we
couldn't
imagine
handling
this
amount
of
infrastructure
ourselves
without
the
help
of
AWS
world
class
plaorms.”
Derianto
Kusuma
CTO & co-founder Traveloka.com
”
“ AWS
has
enabled
us
to
sustain
growth
of
400%
traffic
increase
y.o.y.
1000%
data
volume
increase
y.o.y.

57. Increased agility has
become the #1 reason
businesses use the AWS cloud

58. Enterprises Can’t Afford to be Slow
AWS:
Infrastructure in Minutes
Add New Dev Environment
Add New Prod Environment
Add New Environment in Japan
Add 1,000 Servers
Remove 1,000 Servers
Deploy 1 PB Data Warehouse
Shut down 1 PB Data Warehouse
Old World:
Infrastructure in Weeks
Everything changes with this kind of agility

59. A Culture of Innovation:
Experiment Often & Fail without Risk
On-Premises
• Experiment Infrequently
• Failure is expensive
• Less Innovation
• Experiment Often
• Fail quickly at a low cost
• More Innovation
$ Millions Nearly $0

60. SingPost Uses AWS to Expands E-Commerce Business in Just
3 Months While Reducing CAPEX by 50%
• Singapore Post Ltd, commonly known as
SingPost, is using its regional postal &
logistics network as a back bone to provide
end-to-end online e-commerce sites for
almost 200 commercial clients across Asia
• SingPost needed a hosting environment that
would allow it to build e-commerce sites
rapidly and enable a fast time to market
• Using AWS, SingPost can create an e-commerce
platform for new customers in less
than three months, expand to new regions in
one day, and estimates saving at least 50%
by running on AWS instead of an on-premises
environment

61. SingTel Digital Media Uses AWS Cloud to Cut Product
Development Times From Three Months to One Month
Thanks to AWS, we can
develop and release new
products within a month.
SingTel Digital Media publishes and operates
InSing.com, HungryGoWhere.com, and the
TableDB online reservation management
system.
• Needed to support demand spikes for
InSing.com lifestyle portal and cut
development time and costs
• Migrated portal from physical infrastructure to
the AWS Cloud
• Enabled seamless acquisition of AWS Cloud-based
food portal HungryGoWhere.com
• Reduced product development times from
three months to one month
• Cut capital expenditure including several
thousand dollars worth of servers for each
new product developed
• Lowered average page load times by 47%
from 15.7 seconds to 8.3 seconds
Alan Swan
Backend Engineer, SingTel Digital Media
”
“

62. Why does Cloud Computing matter?
AWS Introduction
Why are companies choosing AWS?
How to get started?

63. Getting Started with the Cloud
Build a Cloud
Ready Design
New Applications
Cloud Strategy
Existing
Applications
“No-brainer to
move” Apps
Planned Phased
Migration

64. Getting Started with the Cloud
Build a Cloud
Ready Design
Cloud Strategy New Applications
• Dev/Test applications
• Self-contained Web Applications
• Social Media Product Marketing Campaigns
• Customer Training Sites
• Video Portals (Transcoding / Hosting)
• Pre-sales Demo Portal
• Software Downloads
• Trial Applications

65. Getting Started with the Cloud
“No-brainer to
move” Apps
Existing
Applications
Cloud Strategy
• Batch Processing
• Content Management
• Digital Asset Management
• Log Processing
• Collaborative Tools
• Big Data Analytics Platforms

66. Getting Started with the Cloud
Planned Phased
Migration
Existing
Applications
Cloud Strategy
?

67. Thank you!
@AWSCloudSEAsia
Richard Harshman – Head of ASEAN
rick@amazon.com