AWS Summit 2014 Brisbane Opening Keynote by Ed Lenta, Head of Amazon Web Services ANZ

1. © 2014 Amazon.com, Inc. and its affiliates. All rights reserved. May not be copied, modified, or distributed in whole or in part without the express consent of Amazon.com, Inc.
Ed Lenta
Managing Director, Australia & New Zealand
Amazon Web Services

2. Startups on AWS

3. Enterprises on AWS

4. Public Sector on AWS

5. System Integrators on AWS

6. ISVs on AWS

7. Infrastructure-as-a-service Magic Quadrant 2014
“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.”
Gartner “Magic Quadrant for Cloud Infrastructure as a Service,” Lydia Leong, Douglas Toombs, Bob Gill, Gregor Petri, Tiny Haynes, May 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 entire report. 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.

8. “Increasingly, organizations are asking what can’t go to the cloud,
rather than what can…”
“[Enterprise customers are] skipping the years of early getting-their-
feet-wet, and immediately jumping in with more significant projects,
with more ambitious goals…”
“As 2014 dawns, we’re moving into an era of truly
mainstream adoption of cloud…”

9. Why are companies adopting
cloud computing and AWS so
quickly?!

10. The primary reason businesses are
moving so quickly to AWS and the
cloud
#1: Agility

11. Storage
Photos
Music
Hotels

12. Old World:
Infrastructure in
weeks
Enterprises Can’t Afford to Be Slow

13. “Want to increase innovation? "
Lower the cost of failure"!
Joi Ito, Director MIT Media Lab

14. A Culture of Innovation: Experiment Often & Fail Without
Risk

15. Iain Rouse
Director, Research & Development
Technology One

16. § Largest publicly listed software company in Australia
§ We develop, implement and sell enterprise software in 7 key
vertical markets
§ Continuously profitable for 22 years
§ 900 people in 14 offices around the world
§ R&D team of 300 people, right here in Brisbane
About TechnologyOne

18. 1. Moving our entire business to the cloud
• Spotlight on R&D
2. Enterprise App Store
3. TechnologyOne Cloud
Our Story in three parts

19. 1. R&D
BC (Before Cloud)
§ 1,400 virtual machines
§ 200 VMs with no identified/remembered use
§ Custom built data centre
§ Disaster recovery linked via dark fibre - on 24/7
§ Hundreds of build servers that were 80% idle on average
Today
§ 125 instances scaling to 500 each day
§ Everything linked to just in time
§ Time of day, day of week processing
§ 1 build controller that elastically scales on demand

20. 2. Enterprise App Store
Goals
§ Kill off DVD snail mail
§ Simplify software delivery
§ Reimagine the delivery of help
§ Deliver enterprise software in smaller components (Apps)
Today
§ Deeply integrated with our build systems
§ In app video to guide users, simple interactive help is just a click away
§ Global software delivery and incredibly fast downloads using CloudFront
§ Simple upgrades for customers

22. Goals
§ Plan for massive scale
§ Automation as a key goal
§ Better disaster avoidance and continuity than possible on premise
§ Make it SaaS
§ 10x faster than on premise
TechnologyOne Cloud

23. Amazon EC2
Amazon
WorkSpaces
Amazon
Route 53
Elastic Load
Balancing
AWS Direct Connect
Amazon VPC
Amazon S3
Amazon
Glacier
CloudFront
DynamoDB
Amazon RDS
Amazon
Redshift
Elastic
Beanstalk
AWS
CloudFormation
CloudWatch
AWS CloudTrail
IAM
Amazon SES
Amazon SNS
Amazon SQS
Auto Scaling
Amazon EBS

24. AWS Services
Enterprise Software
Amazon
EC2
Amazon
WorkSpaces
Amazon
Route 53
Elastic
Load
Balancing
AWS Direct
Connect
Amazon
VPC
Amazon
S3
Amazon
Glacier
CloudFront
DynamoDB
Amazon
RDS
Amazon
Redshift
Elastic
Beanstalk
AWS
CloudForma
tion
CloudWatch
AWS
CloudTrail
IAM
Amazon
SES
Amazon
SNS
Amazon SQS
Auto
Scaling
Amazon
EBS
Automation
Self Service
Multi Tenancy
Control Plane
Elasticity
Cloud Platform
100% browser
delivery

25. Today
§ Active/Active Architecture
§ Sophisticated automation
§ Self healing operations
§ Incredible performance
§ Multiple countries
§ Ready for smart mobile devices
TechnologyOne Cloud

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27. A broad and deep platform helps customers"
build sophisticated, scalable applications!
#2: Platform Breadth

28. 10 regions
26 availability zones
52 edge locations
It’s Not Just Having Services in a Couple of Regions

29. Foundation!
Services!
Compute!
(VMs, Auto-scaling and
Load Balancing)!
Storage!
(Object, Block
and Archive)!
Security &
Access Control!
Networking!
Infrastructure! Regions! CDN Points of Presence!Availability Zones!
Enterprise!
Applications!
Virtual Desktops Collaboration and Sharing!
Platform!
Services!
Databases!
Caching!
Relational!
No SQL!
Analytics!
Hadoop!
Real-time!
Data
Workflows!
Data
Warehouse!
App Services!
Queuing!
Orchestration!
App Streaming!
Transcoding!
Email!
Search!
Deployment & Management!
Containers!
Dev/ops Tools!
Resource Templates!
Usage Tracking!
Monitoring and Logs!
Mobile Services!
Identity!
Sync!
Mobile Analytics!
Notifications!

30. Unmatched platform and geographic breadth
Speed to
deployment
+
Analytics
Management &
Administration
Networking
Regions
Availability Zones
Content Delivery POPs
Support
Certification
Training
Professional Services
Storage
Compute
Databases
Application Services
Containers & Deployment (PaaS)
Ecosystem
Technology
Partners
Consulting
Partners
AWS
Marketplace
Combine platform agility with global scale

31. Damien King
Chief Technical Officer
Guvera

34. HOW DO WE COMPETE?"
• Competing in a Global crowded market place!
• Startup with limited resource!
• Build a global enterprise platform to support
millions of users!

35. LIFE BEFORE AMAZON"
• 2 Full Racks of Dedicated Hosting!
• 2 Main Web tiers!
• 30 Application tiers!
• Terabytes of storage !
THE ISSUES!
!
• Time Zone difference !
• Delay for new hardware !
• Poor support!

36. WHY AMAZON?"
• Need to focus on our products and our proposition –
in the business of music no hardware!
• Need Agility and Flexibility for delivery and
operations!
!
• Need a high resilience global !
platform!
• Innovate faster than our !
competitors – give developers!
the tools and services they need!
• Amazon Partner support - ITOC!
COST SAVINGS OF OVER 70%"

37. BEFORE" AFTER"

38. The Guvera Platform has now scaled to have over 1 Million registered users in 9 countries
across 4 availability zones!
GLOBAL ROLLOUT"BEFORE" AFTER – GUVERA GOES GLOBAL"

39. DEVELOPERS, DEVELOPERS "
• Full IAM access accounts, integrate continuous
integration!
• Innovation servers and platform playground!
• No cost, no risk to production!
• They do it themselves with full autonomy!
• Tiny cost and easy to get them up and running!
!

40. FROM 1 TO 1 MILLION
WITH AMAZON AND A MAN

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42. #3: Continual Iteration and Innovation
AWS continuously upgrades
infrastructure, so you don’t have to

43. AWS Rapid Pace of Innovation!
2009!
Amazon RDS!
Amazon VPC!
Auto Scaling!
Elastic Load!
!
Balancing!
+48!
2010!
Amazon SNS!
AWS Identity !
!
& Access !
!
Management!
Amazon Route 53!
+61!
2011!
Amazon !
!
ElastiCache!
Amazon SES!
AWS !
!
CloudFormation!
AWS Direct !
!
Connect!
AWS Elastic !
!
Beanstalk!
GovCloud!
+82!
Amazon !
!
CloudTrail!
Amazon !
!
CloudHSM!
Amazon !
!
WorkSpaces!
Amazon Kinesis!
Amazon Elastic!
!
Transcoder!
Amazon !
!
AppStream!
AWS OpsWorks!
+280!
2013!
Amazon SWF!
Amazon Redshift!
Amazon Glacier!
Amazon !
!
Dynamo DB!
Amazon !
!
CloudSearch!
AWS Storage!
!
Gateway!
AWS Data !
!
Pipeline!
+159!
2012!
Since inception AWS has:!
!
• Released 927 new services and features !
• Introduced over 35 major new services!
!
!
2008!
+24!
Amazon EBS!
Amazon!
!
CloudFront!
+270!
2014!
Amazon Cognito!
Amazon Zocalo!
Amazon Mobile!
!
Analytics!
*as of July 31, 2014

44. March 2014!
June 2014!
Feb 2014!
May 2014!
Jan 2014!
April 2014!
July 2014!
33!
270! New features in !
2014 so far including…!
29! 35!
Amazon AppStream available to
all customers!
!!March 12, 2014!
Amazon WorkSpaces available to
all customers!
!!March 26, 2014!
34! 57!
Introduced Amazon Zocalo!!!!!!!!!!!July 10, 2014!
*as of July 12, 2014
38!
44!
Introduced T2, the New Low-Cost,
General Purpose Instance Type
for Amazon EC2!!!!!!!!!!!July 1, 2014!
Introduced Amazon Mobile
Analytics!!!!!!!!!!!July 10, 2014!
…!

45. 72 new
features since
Feb 2013
IAM
Redshift
Elastic Map
Reduce
Data Pipeline
Route 53
CloudFront
CloudFormation
Elastic Load
Balancer
EC2
S3
EBS
DynamoDB
Broad Features and Functionality for Each Service
AppStream
Kinesis
Regional expansion to US West (Oregon)
Support for temporary credentials when loading data from Amazon S3
Regional expansion to EU West (Dublin)
SOC1/2/3 Compliance certification
Ability to UNLOAD encrypted files in parallel to Amazon S3
Regional expansion to Asia Pacific (Tokyo)
Support for JDBC fetch size to enable extraction of large data sets over JDBC/ODBC
Enable logging of UNLOAD statements
New built-in function to compute the SHA1 hash of a value
Added support for UTF-8 characters up to 4 bytes in size
Ability to share snapshots between accounts to simplify manageability.
Support for statement timeouts to automatically terminate queries that exceeded allotted execution time
Added support for timezone conversion in SQL
Added support for datetime values expressed in milliseconds since EPOCH to simplify ingestion
Simplified ingestion by automatically detecting date and time formats.
Added support for automatic query timeouts to workload management queues.
Enabled the use of wildcards when assigning queries to workload management queues.
New built-in function to enable customers to calculate the CRC32 checksum of a value
Console improvements to show progress bars for backup and restore operations.
Added the ability to support IAM at the resource level allowing tight control of who can take what actions on which
resources.
Obtained PCI compliance
Added the ability to substitute a customer chosen character for invalid UTF-8 characters to simplify ingestion
Allowed customers to store JSON data in VARCHAR columns and added built-in functions to enable data extraction
Added support for POSIX regex expressions when using SIMILAR to in SQL queries
Added Cursor support to enable extraction of large data sets over ODBC connections
Built-in function to enable splittin a string using a supplied delimiter to make parsing values easier
Added system tables to enable logging of database activity for auditing
Regional expansion to Asia Pacific (Singapore, Sydney)
Enable customers to control cluster encryption keys by using an on premises hardware security module (HSM) or
Amazon CloudHSM
Enable customers to receive alerts via SNS for informational or error-related events for cluster monitoring,
management, configuration and security.
Integration with Canal to enable streaming data ingestion
Copy from an arbitrary SSH connection enabling direct copy from Amazon EMR, HDFS, or any other database that
supports SSH access and script execution
Enable distributing tables to all compute nodes to speed up queries, especially those involving star or snowflake
schemas
Logging of database logins, failed logins, SQL execution and data loads to S3 and integration with CloudTrails for
control plane events

46. Epic"
Collaboration
+ =
Small, autonomous teams
Roadmap ownership
Decoupled launch schedules
Get Core Functionality in the
Hands of Customers, Quickly
Small, “Two Pizza”
Teams
Operational stability
High scale
Limited initial feature set
Iterate Based on Customer Feedback

47. On-premises infrastructure
Upgrades are your responsibility
Upgrades happen automatically
Every New Feature and Service Arrives Ready to Use
ElastiCache
Support for
Redis 2.8

48. Amazon WorkSpaces!
Delivering on the promise of
desktop virtualization
Infrastructure & admin tools
End user desktop and mobile apps
Most successful preview, ever

49. Amazon Zocalo!
Easy Sharing! Simple document feedback! Access from any device!
Integrate your corporate
directory!
Secure! Low cost!

50. Amazon Mobile Analytics!
Fast: get your data within an hour!
!
Automatic MAU, DAU, session and retention
reports!
!
Design and track custom app events!
!
Data is not mined or sold by Amazon!

51. Introducing Logs for CloudWatch!
Automatic log aggregation and monitoring!
!
Install a small foot print daemon for all logs!
!
Use the same tool for infrastructure and application
metrics and reporting!
!
Exception handling and notifications!

52. Trade Capex for
variable expense
1
Pricing model
choice to support
variable & stable
workloads
On-demand!
Reserved!
Spot
3
Save more
money as you
grow bigger
Tiered pricing!
Volume discounts!
Custom pricing
4
Economies-of-scale
provide lower costs
than companies can
do on their own
2
45 price reductions
since 2006!
#4: Cost Savings and Flexibility

53. “Without AWS we
would have needed
to raise $7.1M to
launch instead of
$1.8M”
“Migrating data centers to
AWS contributes to a global
savings of $100M in
infrastructure costs”
“We've halved storage
costs. We're looking
forward to saving
hundreds of millions of
dollars”

54. How are enterprises thinking about
and using the cloud in 2014?!

55. Paul Young
CIO
Ausenco

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57. 70% reduction in"
operational costs
#1: Development and Testing
Do more dev and
test work, faster
Banking Systems &,
Management Tools
SAP
Reduced dev and test
environment costs
Oracle

58. #2: New Workloads
Product
prototyping
Audience
management &
creative design
Hotel booking
engine
Biological
data
research
Global deals
engine
Video
streaming
SIM card
credit
News
distribution
App streaming
Firmware
upgrades
Mobile games
Mobile music
discovery

59. #3: Supplement Existing Workloads with the Cloud!
Reduced incoming Internet
traffic into NAB’s data centres
by 90%.
Web Hosting
Disaster recovery SSAE 16-
compliant to restore all data
within 2 hours
Equipment
leasing app
Operational
applications
Export data to AWS for
analytics processing

60. #4: Supplement Workloads with Existing!
On-premises Infrastructure
AWS serves up
application content & data
Integration back to Samsung
Data Centers for financial
transactions
Existing systems

61. #5: Migrating Existing Applications!
Migrated 500 web
properties in 5 months
1,700 web properties
New product websites in 2 days
vs. 2 weeks
Migrated clinical trials
simulations platform
Simulations in 1.2hrs vs. 60hrs
64% reduction in costs

62. #6: Data Center Migration!
From 40 data centers, down to 6
9X increase in AWS
usage
APIs help govern usage
and control cost
Enabling global
collaboration
3,000 applications
by January 2015

63. #7: All-in — IT Entirely in the Cloud
“We have to be great at a
number of things…!
operating data centers is not
one of those things”
Hosting all core systems, SAP,
Hyperion, Active Directory and
SharePoint!
2000 applications
migrating !
to AWS in 18 months

64. Let’s talk about ‘private clouds’…!

65. 92% of private clouds are still falling short of the
core requirements: self-service, full automation,
tracking and monitoring.
September 2013 Survey

66. What are customers really looking for?
Meet regulatory requirements
Build compliant environments
Adhere to existing internal policies
Deploy in a familiar environment

67. The Good News Is That You Can Get All of This in the
Cloud!
Private network
Private compute
Private storage
Private key
management
Governance

68. Which Is the Better Path?!
Spend millions to create a
circa-2010 AWS clone that
is largely frozen in time
Satisfy your isolation requirements
No upfront costs
Continued benefit of economies of scale
100s of new features & services every year

69. Integration with On-premises Resources!
Integrated
networking
Integrated
access control
Integrated
cloud backups
Single pane
of glass
# 192.168.1.10
# 192.168.1.11
Microsoft Active
Directory
Custom LDAP
App 1
AWS Storage
Gateway

70. Customer
obsession
1
Invention
2
Long-term
orientation
3
Some final thoughts about Amazon…

71. Enjoy the rest of today’s event
Thank You

72. © 2014 Amazon.com, Inc. and its affiliates. All rights reserved. May not be copied, modified, or distributed in whole or in part without the express consent of Amazon.com, Inc.