7. Total Number of Guests
January 2013
4 Million
15M
12M
9M
3M
Sep 2008 Mar 2009 Sep 2009 Mar 2010 Sep 2010 Mar 2011 Sep 2011 Mar 2012 Sep 2012 Mar 2013 Sep 2013
Mar 2014 Jun 2014
6M
8. June 2014
15 Million
Total Number of Guests
Up By Over 10 Million In One Year
15M
12M
9M
3M
Sep 2008 Mar 2009 Sep 2009 Mar 2010 Sep 2010 Mar 2011 Sep 2011 Mar 2012 Sep 2012 Mar 2013 Sep 2013
Mar 2014 Jun 2014
6M
9. 1,400
1,050
700
350
0
Total Number of EC2 instances
24 48
432
2010 2014
1,300
11. We have a 5 person
operations team.
AWS allows us to devote our resources
and mindshare to the core business.
“
”
12.
13. Remove Waste
Your
Business
70%
On-Premise
Infrastructure
30%
Waste is anything that does not lead to
direct value for the customer
14. Remove Waste with Cloud
AWS
Cloud-Based
Infrastructure
Your
Business
More Time to Focus on
Your Business
Configuring
Your Cloud
Assets
70%
70% 30%
On-Premise
Infrastructure
30%
Managing All of the
“Undifferentiated Heavy Lifting”
15. The failure of traditional IT projects
31% of projects never complete
52% of completed projects overrun the budget
Why do they fail?
Inaccurate resource estimates
Changing requirements
Unmanaged risks & assumptions
Increasing complexity
16.
17. Forces Driving New Resource Models
Increasing Uncertainty
Growing Abundance
Intensifying Competition
Growing Power of Customers
Decreasing Brand Loyalty
Limited access to Capital
19. Addressing Uncertainty
Acquire resources on demand
Release resources when no longer needed
Pay for what you use
Leverage other’s core competencies
Turn fixed cost into variable
38. Technology to Enable Business Alignment
• Adopt velocity enablers like mobility and cloud
• Digital engagement with customers
• Enable collaboration
• Increase availability of systems
• Enable new formats of business
39. AWS helps us deliver…
Digital Client Engagement
Support Programs
Loyalty Programs
Streaming Solution
Internal Social Media Pilot
SharePoint
40. Telematics - Vehicle Monitoring
& Tracking
Features
• Real Time Tracking
• Geo Fencing
• SMS and Email Alerts
• Remote Unit Management
More Efficiency & Profits
Happy Clients
AWS helps us deliver…
41. Servigistics and Vectorflow
• Flexible & OnDemand planning runs
• Use more constraints, get better results
• Focus on planning, not on IT
• Reduced costs
• Drive Efficiency in Supply Chain
Happy Channel Partners
AWS helps us deliver…
46. 1. Trade Capital Expense for Variable Expense
On-Premises
$0 to get started
Pay as you go
Saved $34M on
SmartHub app
47. 2. Lower Variable Expense Than Going it Alone
Reduced IT costs
by 40% over a five
year period
Reduced web
infrastructure cost
by 50%
Reduce IT
infrastructure cost
by 60%
48. 3. You Don’t Need to Guess Capacity
Self Hosting
Actual demand
Waste
Predicted Demand
Rigid
The Cloud
Actual demand
Elastic
55. 4. Dramatically Increase Speed & Agility
Old World: Infrastructure in Weeks AWS: Infrastructure in Minutes
Add New Dev Environment
Add New Production Environment
Add New Environment in Japan
Add 1,000 Servers
Remove 1,000 servers
aws.amazon.com/managementconsole
Instance Type M3 Extra Large
Number of Instances 1,000
Availability Zone US-West-2b
Launch
56. Increase Innovation When The Cost of Failure Approaches
Zero
Old world: AWS:
Experiment infrequently
Failure is expensive
Less innovation
Near $0
Experiment often
Fail quickly at a low cost
More innovation
57. 5. Stop Spending Money on Undifferentiated Heavy Lifting
so you don’t have to...
buy and install new hardware
set up and configure new software
build new data centers
We take care of...
Data Centers
Power
Cooling
Cabling
Networking
Racks
Servers
Storage
Labor
60. #1: New Workloads
Product prototyping
& design
Audience
management &
creative design
Hotel booking
engine
Biological
data research
Global deals
engine
Video streaming
App streaming Firmware
SIM card credit News
distribution
upgrades
Mobile
games
Mobile music
discovery
61. #2: Development and Testing
70% reduction in
operational costs
Sharepoint
and SAP
Do more dev and
test work, faster
SAP
Oracle
Reduced dev and test
environment costs
62. #3: Supplement Existing
Workloads with the Cloud
Analytics
Export operational data to
Amazon Redshift for analysis
2X faster queries at 1/2 the cost
Equipment leasing
app
Disaster recovery SSAE 16-
compliant to restore all data
within 2 hours
Operational
applications
Export data to AWS for
analytics processing
63. #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
64. #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
65. #6: Data Center Migration
From 40 data
centers, down to 6
9X increase in
AWS usage
APIs help govern
usageand control cost
Enabling global
collaboration
3,000 applications
by January 2015
66. #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”
“We are a hospitality
management organization,
not an IT services company”
2000 applications
migrating to AWS
in 18 months
68. Look ma! I’m flying into the cloud!
A story, and other points.
Aditya Vijay Kumar Berlia,
Member of Board, Apeejay Stya and Svran
69. Who is Adi?
• 5th generation family entrepreneur, educationist, philanthropist.
• Stanford University (BS Hons.), Harvard Business School (MBA)
• Works with CII, FICCI, ASSOCHAM, PHD, WHO (India), Bo’ao etc
• Obsessed with improving the world. (WARNING: No good deed goes
unpunished). – SODF, SCAC.
• National Bestselling Fiction Author (who loves kindle). Views and
interviews published in most major publications in India.
• Travelled, lived, worked, hung around, 42 countries – 237 cities.
• Private pilot, loves space (to tears), obsessed with tech, design think,
those little chocolate marzipans, ballroom dancing, great German
bread, grace and elegance.
70. Apeejay Stya and Svrán Group
• The Apeejay Stya and Svrán group is a debt free multi-generation
family business.
• It consists of diversified manufacturing and service companies that
operate in numerous industry verticals.
• Including life sciences, chemicals and plastics, logistics, distribution
and retail, real estate and development, financial services,
Information Technology, automotive industry and publishing.
• The Group also has a large social commitment under the aegis of
the Apeejay Education Society which runs 13 schools, 16 colleges
and India’s first liberal arts university, with 30,000 students and
60,000 alumni.
71. 1998 – Our Challenge: It is all about information.
• Right information.
• Right people.
• Right format.
• Right time.
Y’know – information age / technology.
72. What does 100% in the cloud mean?
• All our data, applications, and systems are in the cloud.
• If you take any computer or server from any 52 locations
in India, 6 locations outside, they will be basically empty.
• Processmaker, Tally, SAP, Box, Joomla, Moodle,
WordPress, Taxman, Terminal Server, SQL, Fox Pro
Distribution System, Asset management, .Net apps,
Project Management, Admissions System, Education ERP,
E-mail, CCTV streams, Fees and Ecommerce, HR files,
Support Tickets, Bug Trackers, LDAP, Two-Factor Auth,
Bio-metric Systems, Office Apps, NAS et al.
73. Our Innovation Philosophy is Simple.
• We ask the critical question - why.
• We focus on Design Think.
• We know we can always do better - win by
iteration.
• We share our mistakes, and learn from them.
• We reward managed risk.
74. A journey that some how led us into the cloud.
• 1998 – Information.
• 1999 – Connections.
• 2002 – Sat down. Sat down!
• 2004 – Virtualization
• 2006 – Hosted with the mosted.
• 2008 – Hello…cloud… (blush!)
• 2010 – Falling in love.
• 2012 – Marriage.
• 2013 – Mmm. Open source.
• 2014 – Strategic plan to take over the world. MWAahaha!
75. Why Amazon?
• Technology and business model leadership
• Consistently platform agnostic.
• Relentless cost cutting – Pricing leadership.
• Focus on customers and the value they bring to
them - we feel it.
• Long-term partners, long term plans.
• Security and Encryption
76. The cloud spiritual ladder
• Step 1: Servers.
• Step 2: Cost Optimization.
• Step 3: Raw Data.
• Step 4: Applications.
• Step 5: Services.
• Step 6: Transcendence – e.g. we are blowing up the
ERP.
• Step 7: ?
77. Key learnings – Come talk to me.
• Cost is obvious, we saved, and continue to save. Look
forward to the intangibles.
• Bending your thinking about information and innovation.
• It is India – WAN optimization, cache etc.
• Faster you go open-source, easier life will become.
• Iterate. Iterate. Iterate.
• Don’t forget to harvest the halo effects.
• Don’t be afraid to break stuff.
• Security – it’s about threat assessment first.
• Have a plan, and a backup plan.
90. Hardware security modules
Private subnets
Multi-factor authentication
Readily available encryption services
to protect our customers.
AES-256 encryption
SSL for data in transit
IAM federation
VPC by default Key rotation
SOC 1 & 2
SAS70 Type II
FISMA moderate
ITAR
HIPAA
DIACAP
FedRAMP
PCI DSS Level 1
ISO 27001
91. Microsoft Analysis
Services
EC2 Redshift
S3 Glacier
Internal SFTP
Feeds
External feeds
On-premises
databases
BI on EC2
Campaigns
on EC2
101. Amazon
Cognito
Amazon
Mobile Analytics
Amazon
Mobile SDK
Hi!
SNS Push
Notifications
102. Amazon
Cognito
Amazon
Mobile Analytics
Amazon
Mobile SDK
Hi!
SNS Push
Notifications
Kinesis Recorder DynamoDB OM SQS Connector S3 Transfer Manager SES Connector
103. What sets AWS apart from other providers?
Breadth and Depth of Services
105. Foundation
Services
Infrastructure
Compute Storage
Networking &
Content Delivery
Security
& Access
Regions Availability Zones Edge POPs
106. Foundation
Services
Infrastructure
Compute Storage
Networking &
Content Delivery
Security
& Access
Regions Availability Zones Edge POPs
Platform
Services
Databases
Relational
NoSQL
Columnar
Caching
107. Foundation
Services
Infrastructure
Compute Storage
Networking &
Content Delivery
Security
& Access
Regions Availability Zones Edge POPs
Platform
Services
Databases
Relational
NoSQL
Columnar
Caching
Analytics
Hadoop
Real time
Data
warehouse
108. Foundation
Services
Infrastructure
Compute Storage
Networking &
Content Delivery
Security
& Access
Regions Availability Zones Edge POPs
Platform
Services
Databases
Relational
NoSQL
Columnar
Caching
Analytics
Hadoop
Real time
Data
warehouse
App Services
Queuing
Orchestration
App streaming
Transcoding
Email
Search
109. Foundation
Services
Infrastructure
Compute Storage
Networking &
Content Delivery
Security
& Access
Regions Availability Zones Edge POPs
Platform
Services
Databases
Relational
NoSQL
Columnar
Caching
Analytics
Hadoop
Real time
Data
warehouse
App Services
Queuing
Orchestration
App streaming
Transcoding
Email
Search
Deployment & Management
Containers
Dev/ops
Templates
110. Foundation
Services
Infrastructure
Compute Storage
Networking &
Content Delivery
Security
& Access
Regions Availability Zones Edge POPs
Platform
Services
Databases
Relational
NoSQL
Columnar
Caching
Analytics
Hadoop
Real time
Data
warehouse
App Services
Queuing
Orchestration
App streaming
Transcoding
Email
Search
Deployment & Management
Containers
Dev/ops
Templates
Mobile & Devices
Identity
Sync
Analytics
Notifications
111. Amazon WorkSpaces
Delivering on the
promise of desktop
virtualization
Infrastructure & admin tools
End user desktop and mobile apps
Most successful preview, ever
112. Easy sharing Simple document
feedback
Secure
Access from
any device
Integrate your
corporate directory
Low cost
Amazon Zocalo
Fully managed, secure document storage and
sharing service for the Enterprise
113. Foundation
Services
Infrastructure
Storage
(Object, Block and Archive)
Networking
Security &
Access Control
Regions Availability Zones CDN Points of Presence
Platform
Services
Databases
Relational
NoSQL
Columnar
Caching
Analytics
Hadoop
Real-time
Data
warehouse
App Services
Queuing
Orchestration
App streaming
Transcoding
Email
Search
Deployment & Management
Containers
Dev/ops Tools
Resource
Templates
Mobile & Devices
Identity
Sync
Mobile
Analytics
Notifications
Applications Virtual Desktops Collaboration and Sharing
Data
Workflows
Usage
Tracking
Monitoring
and Logs
Compute
(VMs, Auto-scaling and Load Balancing)
114. What sets AWS apart from other providers?
Breadth and Depth of Services
115. What sets AWS apart from other providers?
Breadth and Depth of Services
Relentless Focus on Cost Reduction
116. The AWS Price Reduction Philosophy
More AWS
Usage
More
Infrastructure
Economies
of Scale
Lower
Infrastructure
Costs
Reduced
Prices
More
Customers
45 Price
Reductions
Since 2006
Infrastructure
innovation
Ecosystem
Global Footprint
New Features
New Services
118. What sets AWS apart from other providers?
Breadth and Depth of Services
Relentless Focus on Cost Reduction
Customer Driven Innovation
119. 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
Raise Hands on who hasn’t heard of Tata MotorsWe have been written off thrice over in last 15 years
- In 2000 after our historic loss
- in 2007 after our acquisition of JLR
- Recently for our Passenger Cars
We have bounced back everytime, through innovation.
Tata Ace
Great Products
Tata Zest
Speaker Notes: Besides the increased competition we also needed to optimize and leverage our operating environment, suppliers and win customers from competition by constantly focusing on:
How will our products need to adapt?
How will our business models need to adapt?
What are the new dynamics?
What are the supply/value chain issues and implications?
How will demand for vehicles and mobility evolve?
We need to move faster in the market place
We need to adopt to our changing customer behaviours towards digital
We need to create collaboration ecosystems with suppliers, customers, dealers and employees.
We need to support new business strategies like Telematics, after market engagements, etc.
AWS is today helping us deliver –
Customer engagement on portals hosted on AWS
Loyalty programmes engagement
New solutions like Telematics
Video streaming solutions
Pilots like social media for employees
Technology experimentations with wide variety of promising technologies.
Our Telematics platform, built grounds up on AWS, runs on AWS including data ingestion, event handling, and portal publishing.
The portal also runs on AWS. We are trying analytics solutions on cloud to make greater sense of the huge data being collected.
In a sense, you may say that Telematics analytics is our big data.
We are using AWS to deliver seasonal planning capacities
Servigistics is our parts planning platform which already services parts planning inside the enterprise.
In the second phase, we are embarking on doing the parts planning for our channel partners for which the actual consumption data from customers has to be used.
Another project on parts planning is the pull based planning using Vectorflow solution.
The planning applications require huge compute capacities for their multiple iterations, once in a while – once a week, once a month, once a quarter, etc.
Building these capacities in house results in locking of resources. We have a view to move seasonal planning workloads to cloud.
AWS has allowed us to experiment with many technologies which were not part of our ecosystem. In a traditional model, we would need to go through long drawn selection and procurement processes with in house capacity bottlenecks to set up POC infrastructure.
And if the solution does not work, we are laden with licenses, hardware and skepticism.
With AWS, our speed of experimentation has increased significantly. As you can see, we are dirtying our hands with the technologies that you see on this chart in a very agile and risk free manner. If the experiment fails, we exit cheap. We encourage our teams to take risks and fail faster.
As they call it Fail Faster
And I call it Innovate without Dead Weight.
To summarise, we use AWS for
Agility – onboard projects faster, setup proofs of concepts on demand, be more confident in committing aggressive timelines to our businesses.
Cost – It is not so much about the costs of operations in the cloud. Its much more about the cost of failure and the overall costs in delivering in longer cycles. You may say that the overall cost to business esp the opportunity cost is lower. It does not hurt that AWS reduces prices regularly and we undertake discussions to reduce our costs.
Focus on Business – Once you take out the infrastructure, procurement, license, etc. considerations from our business needs fulfillment, we can focus on just that – fulfillment of business needs. We worry less about IT hardware and processes, and more about potential solutions which can be delivered on cloud.
Innovation – there is unprecedented innovation happening today – whether it’s the entrepreneurs sitting here, or the software companies, or even traditional softwares beefing up their capabilities. To grow and keep pace, we need to innovate with the ecosystem. We run at least 10 POCs at any point in time and we have a pipeline of about 40 POCs in this year. Cloud helps us set up faster, scale up faster and well, fail faster.
Once we take out the infrastructure creation, provisioning and management out of the picture, there is so much we can do. Thank you AWS for inviting us to share our experiences with this august audience
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SunPower Corporation:
A leading global solar technology and energy solutions provider,
Uses AWS to help meet compliance requirements for disaster recovery, enabling SunPower to successfully expand into the leasing market.
The company also saves $120,000 annually over using a traditional hosting provider.
BMS: used Amazon's services to build a research cloud.
Gives these scientists the ability to run thousands and thousands of clinical trial simulations so they can optimize design. This allows them to reduce the number of human subjects used in a study, reducing its length and frequency of data collection, and ultimately cost to conduct.
Significant portions of the Wall Street Journal, dozens of mobile and tablet apps worldwide, along with back-office apps are migrating from traditional, statically provisioned data centers, resulting in a 9X increase in AWS usage in the past 12 months.
APIs made it possible to integrate with their legacy technologies, without concern for what it was developed in.
Share development globally, in minutes, using CloudFormation.
After evaluating the infrastructure and making the business case internally, News Corp, and their parent company, are migrating 3000 applications by the end of January 2015, resulting in a global saving of $100M in infrastructure costs.
TRANSITION: Charles Philips, CEO from Infor
Number 1 priority, first and foremost from an operational perspective
Innovating rapidly
Amazon will innovate in this area (HSM and evolution of Aspen), but we have plenty of partners, a lot of innovation from existing companies, and many young businesses focusing specific.
These are partners with services or applications available in the AWS Marketplace.