Content Delivery Using Amazon CloudFront

Content Delivery Using
Amazon CloudFront

Tal Saraf
General Manager
Amazon CloudFront and Route 53

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© 2011 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.

Agenda: Content Delivery With CloudFront

Overview of Amazon CloudFront.
Examine common needs and challenges.
Discuss customers examples using CloudFront.
Discuss Pricing.
Demo the CloudFront Service. (Time permitting)
Answer questions.
Learn how to get started.

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Introduction to CloudFront
CloudFront in a Nutshell.
Low latency. Improves content load times
High bandwidth. Enables high bit rate HD video
and other bandwidth-heavy applications
Redundant. Eliminates single points of failure
Scalable. Ensure great experience as number of
end users grows
Global. Worldwide network provides great
experience regardless of geography
Cost-effective. Pay as you go model provides
flexibility for your business

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CloudFront common benefits.
Improves customer experience with faster page loads - bounce rates
go down and customers stay on your site longer
SEO benefits: site speed and load times are important to search
engine ranking
• A study by Google showed that every ½ second of page load time dropped
customer traffic by 20%. Google factors in page load times in their quality score.
Mobile users on limited bandwidth connections get to your site faster
Takes load off your web server
Reduces costs
Makes your site more reliable and scalable
Provides protection: redundancy across multiple servers/locations


Key features for CloudFront.
RTMP (Flash) and HTTP delivery
Live and Video on-demand (VOD) Streaming
Adaptive Bitrate Streaming
HTTP/HTTPS File Delivery
Private Content
Programmatic Invalidation
Industry-compliant, detailed Access Logs
AWS Management Console Amazon CloudFront
Full control via APIs
Origin choice (S3, EC2, or any origin you choose)
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How CloudFront Works: Cached Object

Request routed to most
S3 bucket or CloudFront optimal edge location
custom origin Edge Location
End-user requests content
with content
1

Cached copies of
objects
2
Data transfer of cached content
to end user (if cached)


How CloudFront Works: Non-Cached Object

If content not cached – object Request routed to most
requested from origin CloudFront optimal edge location
S3 bucket or
custom origin Edge Location
with content 2 1
End-user requests content

Cached copies of
objects
3 4
Data transfer of content to Data transfer of cached content
CloudFront edge location to cache to end user (if cached)


Content and Media Serving Architecture

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CloudFront’s global presence

Europe
North America Amsterdam
Ashburn, VA Dublin
Dallas, TX Frankfurt
Jacksonville, FL London Asia
Los Angeles, CA (2) Paris Hong Kong
Miami, FL Stockholm Tokyo
Newark, NJ Singapore
New York, NY
Palo Alto, CA
Seattle, WA South America
St. Louis, MO Sao Paulo

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Rapid pace of innovation (and price cuts).
» Price Drop » Price Drop
» HTTPS Support » Free Inbound Data Transfer
» Access Logging Capability » Lower 1-Hour TTLs » Stockholm Edge Location
» CloudFront Management Console » Access Logs for Streaming » Live Streaming Support
» NYC Edge Location

» Private Content » Custom Origins
» Streaming Video on Demand » Service Level Agreement
» CloudFront Public Beta » Jacksonville Edge Location

» New Lower Pricing Tiers » Singapore Edge Location » Paris Edge Location
» Enhanced CloudFront » (IAM) Identity & » Sao Paulo Edge Loc.
» Private Streaming
Access Log files Access Management » Fourth CA Edge Loc.
» Default Root Object
» Programmatic Invalidation

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Needs and CloudFront Examples
What do customers expect from a CDN
Great performance to a global audience
Reliable delivery to wide range of clients and devices
Scalability for unpredictable spikes in demand
Control for secure content delivery
Support for HD high-bandwidth streaming
Reporting and analytics to track & analyze viewing patterns
Easy to configure and manage solutions
Cost-effective solutions
Continuous investment and updates to servers/services

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Need: Great performance globally.
Amazon is a metrics Gomez Large Object Test*
driven company Japan
12.000
We focus on metrics

Download Time (Seconds)
9.673
10.000
that capture the end 8.000

user experience: the 6.000

“last mile,” not internet 4.000 3.126
3.688 3.441

“backbone” data 2.000

centers 0.000

Last Mile
Your customers do not
CloudFront Comparison A Comparison B Comparison C
live in data centers. Last mile data based on 7,907 observations taken between 17-SEP-2011 and 1-Oct-2011
*The Gomez tests were designed and conducted by Amazon using the
Compuware Corporation performance network. The test results have not been
reviewed, approved or endorsed by Compuware Corporation
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Need: Great performance globally.
Gomez Large Object Test* Gomez Small Object Test*
Europe North America
12.000 12.000

10.000 10.000

7.441 7.538 7.709 8.000
8.000 7.284

6.000
6.000
4.000
4.000 1.943 2.149 2.068 2.283
2.000
2.000
0.000

0.000 Last Mile
Last Mile
CloudFront Comparison A Comparison B Comparison C
CloudFront Comparison A Comparison B Comparison C Last mile data based on 88,871 observations taken between 17-
Last mile data based on 65,907 observations taken between 17- SEP-2011 and 01-Oct-2011
SEP-2011 and 01-OCT-2011
*The Gomez tests were designed and conducted by Amazon using the
Compuware Corporation performance network. The test results have
not been reviewed, approved or endorsed by Compuware Corporation
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Example: Great performance globally.
The Amazon.com Video Games Download Store launched a new
download experience using Amazon CloudFront

“Delivery via Amazon CloudFront allows you to download video games as
quickly as your broadband connection allows. Customers using a high
speed, broadband internet can see up to an 8x increase in download
speed…...”



Second Life, or Linden Lab, uses Amazon S3 to store
downloads used in the Second Life world and CloudFront to
distribute them
“CloudFront has significantly reduced the time it takes for our Residents to
download our Viewer, wherever they are,” said Linden Lab‟s Bryan
O‟Sullivan. “The process for getting up and running with CloudFront was
simple and straightforward, and took just a few minutes.”


Performance Needs and CloudFront Examples

IMDB uses Amazon CloudFront to distribute
content globally.

“CloudFront makes this experience the fastest
possible by distributing the content physically
close to our worldwide user base.

By hosting our search and video files on
Amazon CloudFront, we have zero servers to
maintain, which makes our reliability sky-high.
Amazon CloudFront gives us
ultrafast, scalable, and reliable search all over
the world"
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Need: Reliable delivery to a range of clients.
Multiple delivery protocols for
different platforms and devices
• Adobe RTMP
• HTTP Streaming for iOS

?
Options for live and on-demand
video
• Full control over origin for live
streaming
Reliability backed by CloudFront
Service Level Agreement

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Example: Reliable delivery to a range of clients.
PBS Interactive says it has experienced fifty percent
fewer errors in its video streaming performance using
CloudFront compared to its previous CDN.

“We are extremely pleased with the performance and
ease of use that CloudFront offers for streaming videos
to different devices. With fewer errors, CloudFront
delivers a great experience to our viewers, and that‟s
very important for the success of our business…..using
Amazon CloudFront is so simple and reliable that the
team doesn‟t have to think about it. It all just
works, freeing us to focus on building cool
applications.”
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Need: Scalability for unpredictable spikes.
Operating reliability at scale is in our DNA.
Self-service signup and configuration gives lets you set up new
distributions when you need it.
On demand scalability: Access to our entire global network of
locations
Designed for Capacity: Ensures customer success with a
guaranteed SLA and continuous investment and updates to
servers/services

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Scalability Needs and CloudFront Examples
Example: Scalability for unpredictable spikes.
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70 Peak usage over 60 Gbps
Delivered (Gbps)
Volume of Data

60

50

40

30

20

10

0
8:00 AM 9:00 AM 10:00 AM 11:00 AM 12:00 PM 1:00 PM 2:00 PM 3:00 PM 4:00 PM 5:00 PM 6:00 PM 7:00 PM 8:00 PM 9:00 PM

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Scalability Needs and CloudFront Examples
Example: Scalability for unpredictable spikes.
• Unique users: 50M/month, 10M/day, 1.5M/hour
• HTTP requests on one game in peak hour: 45M
• Analytics events processed: 500M/day
• Analytics data generated: 2TB/month
• Physical servers ever owned: 0
“Using Amazon meant that we
• Playfish uses EC2, S3, EMR and CloudFront.
were able to scale our
• All of their app servers, databases and load infrastructure seamlessly while
balancers run on EC2.
keeping everyone‟s
• All of their static data is stored in S3 and served concentration on our core
via CloudFront.
business.”


Need: Control for secure content delivery.
Private Content Feature authenticate users with signed URLS
• Uses policy-driven access controls for control and flexibility
• Restrict on resource or path, time, source IP
• Signatures generated using asymmetric encryption
SSL delivery and RTMPE streaming encrypt bytes on the wire
Origin Access Identities secure your content in Amazon S3
Identify and Access Management (IAM) to control who can
configure your CloudFront distributions

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Needs and Examples
Example: Control for secure content delivery.
Mediafly uses CloudFront to provide security for
downloads as well as to handle traffic spikes.

“Migrating to AWS was a strategic decision for
Mediafly, one that we didn‟t take lightly. It has
turned out to be one of the best decisions we
have made as an organization. Our latest
integration with CloudFront furthers that
belief. We are able to offer advanced security
while handling traffic spikes and scaling with
ease."

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Needs and Examples
Need: Reporting and analytics.
Amazon CloudFront Log Analyzer for Elastic MapReduce
• Generate usage reports containing total traffic volume, object
popularity, a break down of traffic by client IPs and edge location.
• Reports are formatted as tab delimited text files, and delivered to the
Amazon S3 bucket that you specify.
Standard W3C format creates partner ecosystem solutions
• For instance, S3stat automatically tracks your CloudFront and S3
Usage Statistics through graphical reports generated on a nightly basis.
• Identify performance bottlenecks caused by slow loading content

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Needs and Examples
Example: Reporting and analytics.
Vid.ly uses access logs from CloudFront to
build usage reports for customers.

"The CloudFront access logs have been
extremely valuable for Vid.ly, our new universal
video delivery platform. We analyze these logs
daily to build specific usage reports for our
customers so they can see how many times
each of their Vid.ly videos have been played

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Needs and Examples
Need: Easy to configure and manage solutions.
Self service signup and
configuration – anytime, from
anywhere
AWS Management Console to
create and manage CloudFront
distributions
Programmatic APIs for integration
into your own systems and
workflow

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Needs and Examples
Example: Easy to configure and manage.

Fotopedia was able to quickly set up on
CloudFront when their widgets were featured
on the web.

“When our widgets were featured….we quickly
enabled Amazon CloudFront for distribution of
our images – literally days after Cloudfront
launched. It was easy to implement and
improved the performance for our customers.”

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Needs and Examples
Need: Cost effective solutions.
Low cost: reduced CloudFront pricing four
times in last 3 years
Pay-as-you-go pricing with or without
commitments making it affordable to
distribute streaming media
Tiered pricing, rates go down as volume
increases
Reserved CloudFront Capacity pricing
reduces rates with a longer term
commitment

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Needs and Examples
Example: Cost effective solutions.
Envoy Media Group was able to reduce costs
by ~20% off costs using CloudFront.

“Our costs have been reduced by
approximately 20%. We no longer have to pay
for locker rental and power, our man hour costs
have dramatically decreased, and our
bandwidth costs are lower….One of the key
reasons Envoy moved to AWS was the ability to
„pay as you go.‟”

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Pricing

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Getting Started.

Simply sign up for CloudFront at
http://aws.amazon.com/cloudfront
Either use Amazon S3 or your own custom origin for
storing the objects
Create a distribution using CloudFront
Place the CloudFront URL on your site

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Content Delivery Using Amazon CloudFront

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