1. Leveraging Amazon Web Services for
Scalable Media Distribution and Analytics
Kingsley Wood
Business Development Manager

2. On a global footprint
Region
US-WEST (N. California)
EU-WEST (Ireland)
GOV CLOUD
ASIA PAC (Tokyo)
US-EAST (Virginia)
US-WEST (Oregon)
ASIA PAC (Singapore)
SOUTH AMERICA (Sao Paulo)
ASIA PAC (Sydney)

3. On a global footprint
Availability Zone

4. On a global footprint
Edge Locations
London(2)
Seattle
New York (2)
South Bend
Amsterdam
Newark
Stockholm
Dublin
Palo Alto
Tokyo
Seoul
San Jose
Frankfurt(2)
Paris(2)
Ashburn(2)
Los Angeles (2)
Milan
Osaka
Jacksonville
Hong Kong
Dallas(2)
St.Louis
India (2)
Miami
Singapore(2)
Sao Paulo
Sydney

5. At the end of a web service
ec2-run-instances ami-b232d0db
--instance-count 3
--availability-zone eu-west-1a
--instance-type m1.small
ec2-run-instances ami-b232d0db
--instance-count 5
--availability-zone eu-west-1c
--instance-type m1.medium

6. At the end of a web service
ec2-authorize default -p 80
elb-create-lb myLoadBalancer
as-create-auto-scaling-group MyGroup
--launch-configuration MyConfig
--availability-zones eu-west-1c
--min-size 2
--max-size 200

7. and rich console services

8. 503
Service Temporarily Unavailable
The server is temporarily unable to service
your request due to maintenance downtime or
capacity problems. Please try again later.

9. 503
Service Temporarily Unavailable
The server is temporarily unable to service
your request due to maintenance downtime or
capacity problems. Please try again later.

10. From one instance…

11. …to thousands

12. 40 servers to 5000 in 3 days
Number of EC2 Instances
EC2 scaled to peak of 5000
instances
“Techcrunched”
Launch of Facebook modification
Steady state of ~40 instances
4/12/2008
4/13/2008
4/14/2008
4/15/2008
4/16/2008
4/17/2008
4/18/2008
4/19/2008
4/20/2008

13. Delivering scalable, cost-efficient websites

14. Rule 1: Service all web requests
a) Make sure requests get to your ‘front door’
DNS
Application
Data

15. Rule 1: Service all web requests
a) Make sure requests get to your ‘front door’
Request
DNS
Application
Data

16. Rule 1: Service all web requests
a) Make sure requests get to your ‘front door’
Request
DNS
Application
Data

17. Rule 1: Service all web requests
a) Make sure requests get to your ‘front door’
Request
DNS
Clients can’t resolve
you?
Application
Data
…then this is
irrelevant

18. Rule 1: Service all web requests
a) Make sure requests get to your ‘front door’
Request
DNS
Application
Feature
Global
“100%
Available”
SLA
Route53
Scalable
Latency based routing
Integrated
http://aws.amazon.com/route53/sla
Secure
Data
Details
Supported from AWS global edge locations for fast and reliable domain
name resolution
Automatically scales based upon query volumes
Supports resolution of endpoints based upon latency, enabling multiregion application delivery
Integrates with other AWS services allowing Route 53 to front load
balancers, S3 and EC2
Integrates with IAM giving fine grained control over DNS record access

19. Rule 1: Service all web requests
a) Make sure requests get to your ‘front door’
b) Make sure you open the door when they arrive
Request
DNS
Route53
Application
Data

20. Rule 1: Service all web requests
a) Make sure requests get to your ‘front door’
b) Make sure you open the door when they arrive
Request
Data
Application
DNS
Region
Availability Zone
Elastic load balancing
Multi-availability zone
Multi-region
Availability Zone
Route53
Availability Zone
Elastic
Load
Balancer
Availability Zone
Region

21. Rule 1: Service all web requests
a) Make sure requests get to your ‘front door’
b) Make sure you open the door when they arrive
c) Have the data to form a response
Request
Data
Application
DNS
Region
Availability Zone
Availability Zone
Route53
Availability Zone
Elastic
Load
Balancer
Availability Zone
Region

22. Rule 1: Service all web requests
a) Make sure requests get to your ‘front door’
b) Make sure you open the door when they arrive
c) Have the data to form a response
Request
Application
DNS
Data
Region
Multi-AZ RDS
Availability Zone
(Master-slave)
Inter-region
replication
Availability Zone
Route53
Availability Zone
Read-replicas
Elastic
Load
Balancer
Availability Zone
Region

23. Rule 2: Service requests as fast as possible

24. Rule 2: Service requests as fast as possible
a) Choose the fastest route
Request
Region
A
Route53
Region B

25. Rule 2: Service requests as fast as possible
a) Choose the fastest route
Request
16ms
Region
A
Route53
92ms
Region B

26. Rule 2: Service requests as fast as possible
a) Choose the fastest route
Request
16ms
Region
A
Route53
92ms
Region B

27. Rule 2: Service requests as fast as possible
a) Choose the fastest route
Request
Region A DNS entry
Route53
16ms
Region
A
Region B

28. Rule 2: Service requests as fast as possible
a) Choose the fastest route
b) Offload your application servers
CloudFront
3
Served from S3
World-wide content distribution network
/images/*
Easily distribute content to end users with low
latency, high data transfer speeds, and no
commitments.
2
London
Served from EC2
*.php
Paris
1
Single CNAME
www.mysite.com
NY

29. Rule 2: Service requests as fast as possible
a) Choose the fastest route
b) Offload your application servers
Without CloudFront
EC2 webservers/app servers loaded by user
requests

30. Rule 2: Service requests as fast as possible
a) Choose the fastest route
b) Offload your application servers
With CloudFront
Load of user requests pushed into
CloudFront, EC2 cluster can scale
down
Offload
Scale
Down

31. Rule 2: Service requests as fast as possible
a) Choose the fastest route
b) Offload your application servers
CDN for
CDN for
Static
Static &
Content
No CDN
Dynamic
Content
Server
Load
Response Time
Server
Load
Response Time
Server Load
Response Time
Offload
Scale
Down

32. Rule 2: Service requests as fast as possible
a) Choose the fastest route
b) Offload your application servers
c) Cache it if you can
ElastiCache
Memcached and redis compatible
caching layer
Serve frequently requested & slow
changing data from scalable cache
clusters
Reduce load on database and other
servers

33. Rule 2: Service requests as fast as possible
Database Query Performance
a)
b)
c)
d)
Choose the fastest route
Offload your application servers
Cache it if you can
Single digit latencies where it matters
Desired consistency, predictability
Scale

34. Rule 2: Service requests as fast as possible
Database Query Performance
a)
b)
c)
d)
Choose the fastest route
Offload your application servers
Cache it if you can
Single digit latencies where it matters
Desired consistency, predictability
Actual
degraded
performance
with scale
Scale

35. Rule 2: Service requests as fast as possible
Database Query Performance
a)
b)
c)
d)
Choose the fastest route
Offload your application servers
Cache it if you can
Single digit latencies where it matters
Desired consistency, predictability
Management problems
Data sharding
Data caching
Provisioning
Cluster management
Fault management
Actual
degraded
performance
with scale
Scale

36. Rule 2: Service requests as fast as possible
Database Query Performance
a)
b)
c)
d)
Choose the fastest route
Offload your application servers
Cache it if you can
Single digit latencies where it matters
DynamoDB
Dynamo DB Query Performance
Low latency
Large scale
Zero admin
Predictable performance
Relational
Database
Query
Performance
Scale

37. Rule 2: Service requests as fast as possible
Database Query Performance
a)
b)
c)
d)
Choose the fastest route
Offload your application servers
Cache it if you can
Single digit latencies where it matters
DynamoDB
Dynamo DB Query Performance
Low latency
Large scale
Zero admin
Predictable performance
Average single-digit milliseconds server side
latencies
Runs on solid state drives, and is built to
maintain consistent, fast latencies at any scale
Scale

38. Rule 3: Handle requests at any scale
a) Scale up
Vertical Scaling
From $0.02/hr
Scale up with Elastic Compute Cloud (EC2)
Basic unit of compute capacity
Range of CPU, memory & local disk options
20 Instance types available, from micro through cluster
compute to SSD backed

39. Rule 3: Handle requests at any scale
a) Scale up
b) Scale out
as-create-auto-scaling-group MyGroup
--launch-configuration MyConfig
--availability-zones eu-west-1a
--min-size 4
--max-size 200
Trigger
auto-scaling
policy
Auto-scaling
Automatic re-sizing of compute clusters based upon demand

40. Rule 3: Handle requests at any scale
a) Scale up
b) Scale out
c) Dial it up
Elastic Block Store
DynamoDB
Provisioned IOPS up to 4000 per EBS
Provisioned read/write performance per
volume
table
Predictable performance for
Predictable high performance scaled via
demanding workloads such as
console or API
databases

42. DynamoDB:
over 500,000 writes per
second
Amazon EMR:
more than 1 million writes
per second
“AWS gave us the flexibility to bring a massive
amount of capacity online in a short period of
time and allowed us to do so in an operationally
straightforward way.
AWS is now Shazam’s cloud provider of choice,”
Jason Titus,
CTO

43. Rule 4: Simplify architecture with services
30%
On-Premise
Infrastructure
70%
Your
Business
Managing All of the
“Undifferentiated Heavy Lifting”

44. Rule 4: Simplify architecture with services
30%
On-Premise
Infrastructure
AWS
Cloud-Based
Infrastructure
70%
Your
Business
Managing All of the
“Undifferentiated Heavy Lifting”
More Time to Focus on
Your Business
70%
Configuring Your
Cloud Assets
30%

45. Rule 4: Simplify architecture with services
Relational Database Service
Use RDS for databases
No need to install or manage database instances
Scalable and fault tolerant configurations
MySQL, PostgreSQL, Oracle and SQL Server
DynamoDB
Provisioned throughput NoSQL database
Fast, predictable performance
Fully distributed, fault tolerant architecture
Use DynamoDB for
high performance keyvalue DB

46. Rule 4: Simplify architecture with services
Amazon SQS
Reliable message
queuing without
additional software
Reliable, highly scalable, queue service
Processing results
for storing messages as they travel
Amazon SQS
between instances
1
Processing
task/processing
2
trigger
Push inter-process
workflows into the
cloud with SWF
Simple Workflow
Task A
Reliably coordinate processing steps
across applications
Task B
3
(Auto-scaling)
Integrate AWS and non-AWS resources
Manage distributed state in complex
systems
Task C

47. Rule 4: Simplify architecture with services
Cloud Search
Don’t install search
software, use
CloudSearch
Document
Server
Elastic search engine based upon
Amazon A9 search engine
Fully managed service with
Search
Server
sophisticated feature set
Scales automatically
Results
Elastic MapReduce
Elastic Hadoop cluster
Integrates with S3 & DynamoDB
Leverage Hive & Pig analytics scripts
Integrates with instance types such as
spot
Process large volumes
of data cost effectively
with EMR

48. Rule 5: Automate operational management
a) Everything is programmable
Access everything
via CLI, API or
Console
Compute
Security Scaling
CDN Backup
DNS Database
Storage Load Balancing
Workflow Monitoring
Networking
Messaging
Achieve the highest levels
of automation
sophistication with ease

49. Rule 5: Automate operational management
a) Everything is programmable
b) Think disposable, one click deployments
Cloud Formation
Automate creation of ‘stacks’ in a repeatable way
Scripting framework for AWS resource creation
Feature
Platform support
Details
Support for AWS resources from EC2 to IAM
Resource creation
Creates AWS resources behind the scenes and reports
on progress
Declarative
Specify stacks in JSON format and source control your
environments
Customizable
Drive stack creation with paramaters

50. Rule 5: Automate operational management
a) Everything is programmable
b) Think disposable, one click deployments
c) Design for failure, implement self healing
Bootstrapping
Auto-scaling
Cloud Watch
Customize instance
startup
Maintain capacity of
instances
Get instances to ask ‘who am
I?’ question on startup and be
configured dynamically upon
being asnwered
Using a minimum pool
size will maintain
capacity in the event of
instance failures
Know what’s going
on, take automated
actions
Use CloudWatch standard and
custom metrics to create
alarms.
Respond with automated
administration actions

51. Rule 5: Automate operational management
a) Everything is programmable
b) Think disposable, one click deployments
c) Design for failure, implement self healing

52. Rule 6: Leverage unique cloud properties
a) Optimize costs with instance types
Hi-Mem 4XL 68.4 GB
26 ECUs
8 virtual cores
Cluster Compute 8XL 60.5 GB
88 ECUs
8 core 2 x Intel Xeon
Hi-Mem 2XL 34.2 GB
13 ECUs
4 virtual cores
Cluster Compute 4XL 23 GB
33.5 ECUs
8 Nehalem virtual cores
Hi-Mem XL 17.1 GB
6.5 ECUs
2 virtual cores
Extra Large 15 GB
8 ECUs
4 virtual cores
Large 7.5 GB
4 ECUs
2 virtual cores
Small 1.7 GB,
1 ECU
1 virtual core
Micro 613 MB
Up to 2 ECUs (for
short bursts)
Medium 3.75 GB
2 ECUs
1 virtual cores
High-CPU Med 1.7 GB
5 ECUs
2 virtual cores
Cluster GPU 4XL 22 GB
33.5 ECUs
8 Nehalem virtual cores
2 x NVIDIA Tesla “Fermi”
M2050 GPUs
High-CPU XL 7 GB
20 ECUs
8 virtual cores

53. Rule 6: Leverage unique cloud properties
a) Optimize costs with instance types
On-demand instances
Reserved instances
Spot instances
Unix/Linux instances start at
$0.02/hour
1- or 3-year terms
Bid on unused EC2 capacity
Pay as you go for compute power
Pay low up-front fee, receive significant hourly
discount
Spot Price based on
supply/demand, determined automatically
Low cost and flexibility
Low Cost / Predictability
Cost / Large Scale, dynamic workload handling
Pay only for what you use, no up-front
commitments or long-term contracts
Helps ensure compute capacity is available
when needed
Use Cases:
Applications with short term, spiky, or
unpredictable workloads;
Application development or testing
Use Cases:
Use Cases:
Applications with flexible start and end times
Applications with steady state or predictable
usage
Applications only feasible at very low compute
prices
Applications that require reserved
capacity, including disaster recovery

54. Rule 6: Leverage unique cloud properties
a) Optimize costs with instance types
7000
6000
Spot
5000
4000
On Demand
3000
2000
Reserved Instances
1000
0

55. Rule 6: Leverage unique cloud properties
a) Optimize costs with instance types
b) Get insight fast with Elastic MapReduce
Elastic MapReduce
Feature
Details
Managed, elastic Hadoop cluster
Scalable
Use as many or as few compute instances running
Hadoop as you want. Modify the number of
instances while your job flow is running
Integrates with S3 & DynamoDB
Leverage Hive & Pig analytics scripts
Integrates with instance types such as spot
Integrated with
other services
Works seamlessly with S3 as origin and output.
Integrates with DynamoDB
Comprehensive
Supports languages such as Hive and Pig for
defining analytics, and allows complex definitions
in Cascading, Java, Ruby, Perl, Python, PHP, R, or
C++
Cost effective
Monitoring
Works with Spot instance types
Monitor job flows from with the management
console

56. Rule 6: Leverage unique cloud properties
a) Optimize costs with instance types
b) Get insight fast with Elastic MapReduce
Input data
S3 + DynamoDB
Code
Elastic
MapReduce
Name
node
Queries
+ BI
Via JDBC, Pig, Hive
Output
S3 + SimpleDB
HDFS
Elastic cluster

57. Features powered by Amazon Elastic
MapReduce:
People Who Viewed this Also Viewed
Review highlights
Auto complete as you type on search
Search spelling suggestions
Top searches
Ads
200 Elastic MapReduce jobs per day
Processing 3TB of data

58. “With AWS, our developers can now do things they
couldn’t before…
…Our systems team can focus their energies on other
challenges.”
Dave Marin
Search and data-mining engineer

59. What your users want…
Fast, performant
experience
Always
on, accessible
anywhere
Lots of new
features all of the
time
Personalized and
rich application

60. With AWS
Elastic utility
capacity
Lots of new
features all of the
time
✔
Always on,
accessible
anywhere
Personalized and
rich application

61. With AWS
Elastic utility
capacity
Lots of new
features all of the
time
✔
Highly available
global coverage
Personalized and
rich application
✔

62. With AWS
Elastic utility
capacity
Agility &
automated
operations
✔
✔
Highly available
global coverage
Personalized and
rich application
✔

63. With AWS
Elastic utility
capacity
Agility &
automated
operations
✔
✔
Highly available
global coverage
Cost effective
storage, big data &
analytics
✔
✔

64. aws.amazon.com
get started with the free tier

65. Thank you
Kingsley Wood
Business Development Manager