This document discusses how startups can use cloud computing services to simplify building and running applications. It outlines the key jobs of startup founders, including product vision, business model, speed of execution, and talent. For technical founders, additional jobs around security, reliability, scalability, performance, and cost efficiency are discussed. The document then discusses how AWS services like EC2, S3, Lambda, API Gateway, Cognito, and Device Farm can help simplify development, mobile apps, IoT, analytics, and machine learning for startups. It provides examples of how different companies use these AWS services.

1. AWS Startup Insights
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2. © 2015, Amazon Web Services, Inc. or its Affiliates. All rights reserved.
Dr. Werner Vogels
@werner
Building Great Startups
with the Cloud

3. The 4 Jobs of a Startup Founder

4. The 4 Jobs of a Startup Founder
1. Product Vision

5. The 4 Jobs of a Startup Founder
1. Product Vision
2. Business Model

6. The 4 Jobs of a Startup Founder
1. Product Vision
2. Business Model
3. Speed of Execution

7. The 4 Jobs of a Startup Founder
1. Product Vision
2. Business Model
3. Speed of Execution
4. Talent

9. Additional Jobs of the Technical Founder

10. Additional Jobs of the Technical Founder
1. Security

11. Additional Jobs of the Technical Founder
1. Security
2. Reliability

12. Additional Jobs of the Technical Founder
1. Security
2. Reliability
3. Scalability

13. Additional Jobs of the Technical Founder
1. Security
2. Reliability
3. Scalability
4. Performance

14. Additional Jobs of the Technical Founder
1. Security
2. Reliability
3. Scalability
4. Performance
5. Cost Efficiency

17. Malaysia Startup Customers

18. Cloud removes
Constraints

19. Data Center Servers Networking Databases Storage
Everything is Programmable

20. ?
No upfront
capital
Only pay for what you use No need to
guess capacity
Agility, speed &
innovation
Remove
undifferentiated
heavy lifting
Go global
in minutes

22. SIMPLICITY
“A complex system that works is invariably found to have
evolved from a simple system that worked. A complex system
designed from scratch never works and cannot be patched
up to make it work. You have to start over with a working
simple system. ”
Gall’s law

23. The Cloud Drives
Simplicity

24. The Cloud Makes
Development Simpler

25. Virtual Machines Containers Functions

26. High availability
& scale
Continuous
deployment
Environment
fidelity
Application
portability
The Rise of Application Containers

27. Private Docker
repositories
Mount persistent
volumes at launch
Across a cluster
of EC2 instances
Launch and
terminate
Docker containers
Amazon EC2 Container Service
A Fully Managed Service for Docker Containers

28. Amazon ECS: Some Examples…
Batch Processing Open-source Paas
Solr Search Cluster
PaaS
Gaming Engine
Web Application Platform
Microservices Backend
Mapping Solution
Real-time Image Transformation

29. B A C K E N DF R O N T E N D
Cluster 1
ECS
Cluster 2
ECS
Cluster 3
ECS
App
State

30. DEVELOPERS
LEARNERS
IGUAZÚ
ADMIN
SERVICES
Iguazú BackendIguazú Frontend
cassandra database
AMAZON SQS
AMAZON ECS
Business metrics reports
PAYMENT
RECONCILIATION
GRADE REPORTS
LEARNER
DEMOGRAPHICS
COURSE STATISTICS
MARKETING EMAIL
AUTO GRADING

31. The Best Place to Run Containers in Production
EC2 CONTAINER
SERVICE
EC2 CONTAINER
REGISTRY

32. The Best Place to Run Containers in Production
EC2 CONTAINER
SERVICE
EC2 CONTAINER
REGISTRY
AZ-AW ARE
SERVICE SCHEDULER

33. The Best Place to Run Containers in Production
EC2 CONTAINER
SERVICE
EC2 CONTAINER
REGISTRY
AZ-AW ARE
SERVICE SCHEDULER
DOCKER INTEGRATION
WITH COMPOSE

34. The Best Place to Run Containers in Production
EC2 CONTAINER
SERVICE
EC2 CONTAINER
REGISTRY
AZ-AW ARE
SERVICE SCHEDULER
DOCKER INTEGRATION
WITH COMPOSE
ECS CLI

35. The Cloud Makes
Compute Simpler

36. AWS Lambda
aws.amazon.com/lambda
No server is easier to
manage than no server

37. :)
Photo bucket
S3
Event-driven Computing

38. :)
Extract metadata
Cloud Function
Photo bucket
S3
Event-driven Computing

39. :)
Extract metadata
Cloud Function
Metadata
Dynamo DB
Photo bucket
S3
Event-driven Computing

40. :)
Trending
Cloud Function
Trending
Dynamo DB
Extract metadata
Cloud Function
Metadata
Dynamo DB
Photo bucket
S3
Event-driven Computing

41. :)
Notify
Cloud Function
SNS
Push Notification
Trending
Cloud Function
Trending
Dynamo DB
Extract metadata
Cloud Function
Metadata
Dynamo DB
Photo bucket
S3
Event-driven Computing

42. Kinesis
Stream
Process
Event
S3
DynamoDB
RDS
Redshift
Real-time Analytics and Dashboards

43. us-west-2
ELB
ELB
Bidders
Ad Servers
us-east-1
Bidders
Ad Servers
eu-west-1
ap-southeast-1
ap-northeast-1
Kinesis
S3
60B
Events/Day
600k
Files/Day
SQS
SQS
SQS
SQS
Machine
Learning
Analytics
Dynamic
Creatives
Profiles
DynamoDB
us-west-2
DynamoDB
us-east-1
DynamoDB
eu-west-1
DynamoDB
ap-southeast-1
DynamoDB
ap-northeast-1
ELB
ELB
Bidders
Ad Servers
ELB
ELB
Bidders
Ad Servers
ELB
ELB
Bidders
Ad Servers
ELB
ELB

44. DynamoDB
Create User
Update profile
Send message
Latest messages
Back end
API Gateway
Javascript
& HTML5 app
Mobile app
Front end
Server-less Backend Applications

45. AWS Lambda in Production
Threat intelligence and analytics
Ad data analytics and routing Mobile app analytics Image content filtering
Real-time video and bidding
News content processing
News media processing Game metrics analytics

46. CloudFormation
Support
Integration with
SNS, SWF, ASK
API Gateway
Integration
Java Mobile SDK &
Cognito Integration
New Lambda Features Since Last Year

47. VPC Support Long-running Functions Scheduled Functions

48. Mobile Apps
Websites
Services
Internet API Gateway
API
Gateway
Cache
CloudWatch
EC2
Endpoints
Lambda
Functions
Any Other
Endpoint

49. Versioning Metering and
throttling
Caching Signing &
authorization
SDK
generation
Amazon API Gateway
Create robust, scalable and secure APIs in minutes

50. The Cloud Makes
Mobile Simpler

51. MOBILE DEVICE
The Duality of Devices

52. MOBILE DEVICE MOBILE BACKEND
The Duality of Devices

53. MOBILE DEVICE MOBILE BACKEND
DATA AND CONTENT
ANALYTICS
S3DynamoDB RDS
Mobile Analytics
The Duality of Devices

54. MOBILE DEVICE MOBILE BACKEND
DATA AND CONTENT
ANALYTICS
NOTIFICATIONS
S3DynamoDB RDS
Mobile Analytics
SNS
The Duality of Devices

55. Amazon Cognito
API Gateway
Lambda
Lambda
Lambda
MOBILE DEVICE MOBILE BACKEND
DATA AND CONTENT
ANALYTICS
NOTIFICATIONS
S3DynamoDB RDS
Mobile Analytics
SNS
The Duality of Devices

57. 3 Steps to App Nirvana With AWS Mobile Hub
1. CHOOSE & CONFIGURE FUNCTIONALITY

58. 3 Steps to App Nirvana With AWS Mobile Hub
1. CHOOSE & CONFIGURE FUNCTIONALITY
2. DOWNLOAD SOURCE

59. 3 Steps to App Nirvana With AWS Mobile Hub
1. CHOOSE & CONFIGURE FUNCTIONALITY
2. DOWNLOAD SOURCE
3. TEST & MONITOR

60. Lots of devices can be solved by trying to test on all of them, but
usually more likely to just use a subset; made worse by the fact
that new devices are appearing on the market all the time.

61. Automatically test on a large
selection of device types
View detailed reports,
logs and screenshots
Configure location, language
and application data
Integrate with existing
development workflow
AWS Device Farm
Test your app on real
smartphones and tablets
in the AWS Cloud

62. The Cloud Makes
IoT Simpler

63. Connected Devices are Everywhere

64. SENSORS ACTUATOR

65. Devices Network Security Data Collection Smarts
1
The Heavy Lifting With IoT

66. AWS IoT
Securely connect and manage devices, at any scale
Beta available today

67. Connect Billions
of Devices
Introducing AWS IoT
Devices

68. Connect Billions
of Devices
Lightweight
Communication
Protocol
Introducing AWS IoT
Devices Network

69. Connect Billions
of Devices
Lightweight
Communication
Protocol
X509 Certificates
Introducing AWS IoT
Devices Network Security

70. Connect Billions
of Devices
Lightweight
Communication
Protocol
X509 Certificates DynamoDB,
Kinesis, and S3
Introducing AWS IoT
Devices Network Security Data Collection
1

71. Connect Billions
of Devices
Lightweight
Communication
Protocol
X509 Certificates DynamoDB,
Kinesis, and S3
Trigger Lambda
Functions
Introducing AWS IoT
Devices Network Security Data Collection Smarts
1

72. Things
AWS IoT
Device
Gateway
The AWS IoT Platform

73. Things
AWS IoT
Device
Gateway
S3 DynamoDB Kinesis Lambda
The AWS IoT Platform
Rules

74. Things
AWS IoT
Device
Gateway
S3 DynamoDB Kinesis Lambda
Registry
The AWS IoT Platform
Rules

75. What About Interacting with
Devices When They are Offline?

76. Via RESTful
API
Read Last Reported
State
Set Desired Future
State
AWS IoT Device Shadows

77. Things
AWS IoT
Device
Gateway
Rules
S3 DynamoDB Kinesis Lambda
Registry
Shadow
Your App
The AWS IoT Platform

78. The Cloud Makes
Analytics Simple

79. Past Present Future+ +

80. Data-driven
Development Analysis & reporting
Redshift, S3 & EMR
Mobile Analytics
Real time & dashboards
Kinesis
EC2 & Lambda
Prediction

81. Predictive Models and Machine Learning
Automatically find patterns in existing data & make
confident predictions on new data

82. At scaleIn production
Statistics
Model building
Cross-validation
Algorithms
Transformation
Using Machine Learning is Hard

83. 2 Senior Developers
92% accuracy
> 1 month

84. 2 Senior Developers
92% accuracy
> 1 month
1 Developer
92% accuracy
20 minutes

85. Sales lead ranking
Customer adoption models
Counterfeit goods detection
Item classification
Display ads
Customer support
Demand estimation
Search intent
The Spark For Hundreds of New Machine
Learning Applications

86. Easily create machine learning models
Visualize and optimize models
Put models into production in seconds
Battle-hardened technology
Use data from S3, RDS, and Redshift
Amazon Machine Learning

87. Build model
Validate & optimize
Make predictions
1
2
3

88. Build model
Validate & optimize
Make predictions
1
2
3

89. Build model
Validate & optimize
Make predictions
1
2
3
Batch predictions
Asynchronous predictions
with trained model
Real-time predictions
Synchronous, low latency,
high throughput
Mount API end-point with a
single click

90. 90

91. AWS Activate Benefits

92. Cloud removes
constraints

93. Build the Applications
You Have Always Wanted

94. Build Applications
the Way You Have Always
Wanted to Build Them

95. GO BUILD!
@ w e r n e r