AWS The Enterprise Cloud 2015

Editor's Notes

• #4: TALKING POINTS Customers have selected AWS for years because we have proven ourselves committed to customer success. We believe we stand apart in the market because of six factors: Experience, Service Breadth and Depth, Pace of Innovation, Global Footprint, Pricing Philosophy, and Partner Ecosystem
• #5: TALKING POINTS Pioneering the cloud computing market has provided us with a long runway to hone our experience delivering massive scale infrastructure. There is no substitute for the experience of time, and no cloud provider has been in operation longer than AWS There are two areas where our experience particularly shines through, the first is in operations. Even before we launched our first service, we were focusing on the architecture and operation of globally distributed data centers. Our engineers are relentless in their pursuit to eliminate potential causes of failure. Taking advantage of multiple AZ’s provides exceptional operational stability. We are committed to 100% transparency for the operational health of the entire global infrastructure.
• #6: TALKING POINTS The second key area of our experience is security. Our security strategy stretches across three pillars: visibility, control, and auditability Visibility The AWS console provides immediate visibility to your entire infrastructure running on AWS. This level of transparency is extremely difficult, if not impossible, to achieve on-premises. AWS CloudTrail allows for extremely granular insight into how AWS resources are being accessed and changed. Control We take the geographic location of data extremely seriously. When you create an instance or bucket on AWS, you must specify where it will it reside. Once created, only you can move it. AWS will never change the geographic location of data on behalf of a customer. Our shared responsibility model provides clear ownership on security implementation. We maintain the security of your infrastructure. You maintain the security of your workloads. With free, end-to-end encryption, customers can easily maintain data security across the infrastructure. Auditability With a broad portfolio of certifications, AWS works daily to ensure that workloads, both regulated and unregulated, are compliant with industry standards. You are better off in AWS than you are in your own environment. “Nearly 60% of organizations agreed that CSPs [cloud service providers] provide better security than their own IT organizations.” – Source: IDC 2013 U.S. Cloud Security Survey, doc #242836, Sep 2013
• #7: TALKING POINTS Forrester contacted 13 cloud providers, but only 4 agreed to participate. AWS participated because of its confidence in its security controls, and its belief that transparency in security is in the best interest of its customers. AWS demonstrated a broad set of security capabilities in data center security, certifications, and network security AWS excelled in customer satisfaction, security services partnerships, and a large install base AWS led in the size of its development and technical support staff
• #8: AWS has developed the broadest collection of services available from any cloud provider. Our approach to regions, availability zones, and POPs provides global coverage for high availability, low latency applications. Foundation services across compute, storage, security, and networking offer customers flexibility in their architecture. We have a full spectrum of options to meet most price-to-performance scenarios. We offer the capability for both managed and unmanaged database options. The offerings for Analytics and Application Services enable advanced data processing and workloads. AWS Redshift, our cloud-based data warehouse, is the fastest growing service in the history of AWS. Our management tools offer a lot of insight and flexibility to let you manage your AWS resources through either our tools or the management tools you’re already familiar with. Recent expansion into enterprise applications has been entirely driven by customer feedback on where they’d like us to deliver value.
• #9: Note: This slides lists services that were launched in a given year. It is for illustrative purposes and may not be a complete list.
• #10: TALKING POINTS We define an “active customer” as non-Amazon customers who have account usage activity within the past month To support global business, we maintain 11 regions across the US, South America, Europe (Ireland and Germany), Japan, China, Singapore, and Australia. We count hundreds of thousands of customers across 190 countries This includes over 800 government agencies and over 3,000 educational institutions Scale and capacity matter. Every day, we add enough new server capacity to support Amazon.com when it was a $7B global enterprise.
• #11: TALKING POINTS AWS has been located in the Leader’s quadrant every year since Gartner began the Cloud IaaS MQ five years ago. Gartner stated that AWS has more than ten times the compute capacity in use than the aggregate total of the other fourteen providers in this Magic Quadrant. Gartner identified AWS as the provider most commonly selected for strategic adoption. Gartner recommends clients use AWS for all evaluated use cases, including enterprise applications, cloud-native applications, batch computing, e-business hosting, general business applications, and test and development. Notably, AWS is the only “Leader” recommended for enterprise applications.
• #12: TALKING POINTS Cloud computing is inherently a high volume, low margin business. Our company DNA makes us extremely comfortable in such an environment. Our massive scale provides huge economies of scale, which lowers our costs considerably. We are also committed to increasing utilization and streamlining operations. The combined savings of these factors, allow us to proactively and regularly decrease customer costs. Multiple pricing models allow you to balance cost and flexibility. Tiered pricing and volume discounts provide a means for your costs to decrease when your usage increases. Over the last couple years, we’ve sent more than 2.6 million Trusted Advisor notifications that have saved customers over $350 million dollars
• #14: TALKING POINTS AWS has the largest ecosystem in the cloud (by far) and it continues to grow at a rapid clip. It’s very likely the SI and ISV partners of choice for the customer are already partners of AWS. Having this support in place makes it much easier to adopt and shift existing business processes to the cloud. Marketplace allows customers to directly deploy business applications to their AWS environment, simplifying licensing and deployment.
• #26: http://aws.amazon.com/solutions/case-studies/vodafone-italy/ About Vodafone Italy Vodafone Italy, based in Milan, is a subsidiary of Vodafone Group Plc, a leading mobile communications corporation that operates in more than 30 countries worldwide. After growing steadily in the Italian mobile phone market over the last 15 years, today Vodafone Italy has more than 30 million mobile customers. The company reported over $8 billion in service revenues for fiscal year 2012. The Challenge Vodafone Italy’s mobile phones each contain a subscriber identity module (SIM) card that holds the account holder’s personal information—phone number, address book, text messages, and other data. SIM cards are transferable between phones and are popular with many users. Vodafone Italy customers can buy additional credit for a SIM card—a process known as top up—in stores or ATM machines. As SIM transactions increased, Vodafone Italy wanted to make it easy for customers to use a debit or credit card to top up mobile phones and other broadband devices. The company needed a reliable and secure solution that they could use to protect client data that is Level 1 compliant under the Payment Card Industry (PCI) and Data Security Standard (DSS). Vodafone Italy could not accurately predict how many customers would use the solution, so the company wanted a flexible infrastructure with the ability to scale up and down to meet demand. Why Amazon Web Services “A key requirement for this project was to design a solution that was PCI DSS-compliant,” says Stefano Harak, Online Senior Product Manager for Vodafone Italy. “Amazon Web Services (AWS) was the clear choice in terms of security and PCI DSS Level 1 compliance compared to an on-premises or co-location datacenter solution. From a technical perspective, when we evaluated the ease of implementation and management, we believed that AWS would dramatically reduce the time to market as well as the cost of infrastructure.” Working with Storm Reply, an Advanced Consulting Partner member of the AWS Partner Network, Vodafone Italy created TopUp without Login. This solution uses a multichannel approach that allows customers to buy credit for SIM cards using a credit card or PayPal on a website, mobile site, mobile application, or social networks. At the same time, the solution minimizes the number of information needed to complete the process, resulting in a faster and easier top-up process. The TopUp without Login solution front-end layer consists of several websites, (including two Facebook sites, a stand-alone website, a stand-alone mobile site, and two mobile applications), a content management system (CMS), and a tracking and report application that tracks transactions, performs statistical analysis, and builds reports. Vodafone Italy uses Oracle Database, the Liferay content management framework, and the JasperReports Java reporting tool in the solution. The company uses AWS in the middleware layer to decouple data from the applications and manage the information flow to Vodafone and other third-party providers and services. This design makes it easy to integrate additional channels for the TopUp solution. Figure 1 shows the TopUp without Login design. Figure 1. TopUp without Login Design TopUp without Login runs on Amazon Elastic Compute Cloud (Amazon EC2), Amazon Virtual Private Cloud (Amazon VPC), Amazon Elastic Block Store (Amazon EBS), and Amazon Simple Email Service (Amazon SES). Vodafone Italy uses Amazon Simple Storage Service (Amazon S3) to store approximately 25 GB of log copy and static web content. Vodafone Italy set up its cloud architecture by creating three Amazon Virtual Private Cloud (Amazon VPC) subnets. Each subnet is located in a different Availability Zone in the EU (Ireland) Region. Marco Noli, Senior Manager for Storm Reply comments, “To ensure reliability, all essential instances have a back-up instance in another Availability Zone, ready to be switched on if needed.” The Benefits Since launching TopUp without Login, Vodafone Italy has achieved significant transaction volumes. “The solution has been in place for two years,” says Harak. “We began with about one thousand TopUp without Login requests per day and now we’re up to several thousand per day. Initially, TopUp without Login was available to customers through only one website and one mobile application. Operating the solution on the AWS Cloud gives Vodafone Italy the flexibility to add additional channels, and the telephone company now offers access to TopUp without Login through seven channels, including Facebook and additional mobile and web applications. The cloud architecture also helped enable Vodafone Italy to add additional credit processing services to the solution. “We always monitor the reliability of our environment and it has always been excellent,” reports Harak. “We’re seeing up to 99.99% availability, which increases the satisfaction level of our customers.” The solution also meets Vodafone’s stringent security requirements. Harak comments, “We have conducted several code reviews and tests to make sure that our solution would be safe and PCI-DSS compliant.” “Using AWS, we were able to design and launch a security-compliant solution in three months while reducing our capital expenses by 30 percent,” says Harak. “The flexibility and robustness offered by AWS combined with an architecture that enables us to add more channels and payment services is a winning combination.”
• #27: image should be something similar to one of our existing keynote graphics for migrating apps (data center on left, cloud on right). don’t think we can say “simple windows server and linux migration” … For messaging, I think we need two things: a) stuff around how we have linux and windows Vms that can run almost any existing software plus all the supporting stuff you need (security, load balancing, etc) and b) how the apps get better once they’re in the cloud (easier to run in an highly available architecture across multiple data centers, easier for disaster recovery, easier to upgrade to use the latest software thus faster, easier for users to access globally,
• #28: STORY BACKGROUND Unilever Research and Development recently began an eScience program intended to accelerate the company’s scientific progress through improved access to global information. The program promotes the usage of public data for the benefit of biology and informatics research. Eagle Genomics specializes in genomic data analysis and open-source solutions Unilever and its technology partner, Eagle Genomics, are confident that the AWS-based program helps Unilever’s scientists create market-leading innovations SOLUTION AND BENEFITS Genetic sequence processing is twenty times faster, without increasing compute costs Simple but robust solution combines Amazon EC2, Amazon RDS, and Amazon S3 with the open-source workflow system, eHive
• #30: http://aws.amazon.com/solutions/case-studies/automobili-lamborghini/ About Automobili Lamborghini Founded in 1963 by Ferruccio Lamborghini, Automobili Lamborghini S.p.A is headquartered in Sant’Agata Bolognese, Italy, where it manufactures elite luxury sports cars. The Lamborghini Diablo, capable of exceeding 200 mph, held the title of the world's fastest production car from its initial release in 1991 throughout its eleven-year history. In 2012, the one of a kind Aventador J received worldwide acclaim when presented at the Geneva Motor Show. This super sports car was named “Best of Show” by Autoweek magazine, set a new visitor traffic record at the Automobili Lamborghini website and was immediately sold to one lucky customer. The Challenge The Automobili Lamborghini website was hosted on an outdated infrastructure at the end of its lifecycle. Bandwidth was not optimized and the company recognized that the maintenance costs were no longer sustainable. Furthermore, the old website infrastructure was not scalable, preventing the company from supporting new online initiatives as well as the increasing number of visitors to the website. Lamborghini wanted to be online with an updated website in a very short time. Why Amazon Web Services Prior to working with Amazon Web Services (AWS), Automobili Lamborghini considered three possible scenarios: (1) an on-premise data center, which was costly; (2) a local hosting provider, which did not offer scalability; or (3) cloud computing. The company decided it wanted the scalability, flexibility, and cost benefits of cloud computing, and chose AWS because it was considered by business analysts to have the best-in-class IaaS platform on the market. Lamborghini was able to take advantage of the AWS self-service approach to quickly design and implement a new architecture that could scale up or down to meet workload demands. The company uses Elastic Load Balancing (ELB), Amazon Elastic Compute Cloud (Amazon EC2), Amazon Relational Database Service (Amazon RDS), Amazon Simple Storage Service (Amazon S3), Amazon CloudFront, and Amazon CloudWatch. The site is integrated with TYPO3 on a LAMP (Linux, Apache, MySQL, PHP) infrastructure. Lamborghini found that AWS provided all the tools it needed to build a highly available, secure, and scalable infrastructure, and used the AWS Architecture Center for implementation guidance and best practices. The Benefits It only took Lamborghini a couple of days to prepare the development and test environment. The website went online in less than one month and was able to support peak traffic— a 250% burst in visitors—related to a new product launch. Lamborghini is planning to use Amazon CloudFront for dynamic content and Amazon Route 53 to improve DNS readability. The company is also considering the use of Adobe Flash Media Server running on AWS. Roberto Ciacci, Digital Marketing Manager at Automobili Lamborghini, describes the benefits of using AWS like this: “We reduced the cost of our infrastructure by 50%, while at the same time achieving better performance and scalability. Today our time-to-market is close to zero.”
• #33: STORY BACKGROUND Haven Power is an energy company based in Ipswich UK and serves the electricity needs of small to medium sized business customers across the East of England.  The company was started in 2006 and now has more than 350 staff and revenues of more than £125 million (EUR150 million, USD 190 million).  With a fast–growing customer base, the company needed a technology infrastructure that could keep up with demand. Haven Power also had limited disaster recovery capability at the time, which became an overriding concern that had to be addressed quickly. PRODUCTS USED Amazon EC2, Amazon S3, Amazon VPC, Amazon EBS, and Amazon SNS. SOLUTION AND BENEFITS Haven Power was able to generate a disaster recovery plan by using AWS. It also benefited from the pay-as-you-go model and became more agile by focusing its resources in customer satisfaction improvement as opposed to infrastrucure maintenance.
• #35: STORY BACKGROUND Uses a credit-risk simulation application to evaluate the financial health of customers SOLUTION AND BENEFITS Reduced average computation time from 23 hours to 20 minutes, with the ability to reduced even further if required Able to perform 5,000,000 simulations for an accurate financial scenario Reduced costs by switching from big batch to parallel processing Using Amazon EC, AWS SDK
• #36: Background Information Telenor Group (OSLO Stock Exchange Ticket: TEL - number 326 on the Forbes 2000) is a Norwegian multinational telecommunications company headquartered at Fornebu in Bærum, close to Oslo. One of the world's largest mobile telecommunications companies with 150 million subscribers with operations in 11 countries in Scandinavia, Eastern Europe and Asia Has extensive broadband and TV distribution operations in four Nordic countries, and a 10-year-old research and business line for Machine-to-Machine technology. Telenor owns networks in 12 countries, with operations in more than 30 countries when including their 43% ownership in VimpelCom Ltd of Russia Telenor Digital was created to leverage Telenor’s assets to provide better services in the digital arena Solution and Benefits Telenor Digital has built its internal tool, the Global Backend, on AWS providing these services to their worldwide operations: ID Provider Authentication Authorization Service Provisioning Payments and Billing Group SMS Group Voice Analytics
• #39: STORY BACKGROUND Informa employs more than 8,000 staff at 150 locations in more than 40 countries around the world In Germany, the multi-national is best know for the Euroforum brand The company has other subsidiaries and locations in Europe, USA and Asia-Pacific and needed a global service provider to be able support the launch new business locations worldwide SOLUTION Informa is able to react very quickly to business requests; for example, it was able to launch IT systems for new Paris location in just days Using Amazon EC2; Amazon RDS; Amazon S3; Amazon VPC; AWS Direct Connect
• #40: After seeing News UK yield benefits from public cloud services, News Corp is looking to roll out public cloud across its other brands, including Harper Collins, Dow Jones and Wall Street Journal Europe. News UK adopted public cloud computing services in 2011 as part of its cloud-first strategy developed by then-CIO Paul Cheesbrough in 2010. News UK uses Amazon Web services' (AWS) infrastructure as a service (IaaS), Salesforce's platform as a service (PaaS) and Google Apps ' software as a service (SaaS), as part of its public cloud infrastructure. The organisation reported benefits in IT efficiency, quick IT response time and cost savings, and News Corp now plans to implement the technology across seven other titles. These include Harper Collins, Dow Jones and Wall Street Journal Europe, said Chris Birch, News UK IT director. News Corp started its cloud project in September 2013 but the programme remains in its initial phases. “I will not be personally implementing public cloud in News Corp’s other brands, but I will be co-ordinating the project and working closely with public suppliers, such as AWS for the project,” said Birch. He aims to get as much as 80% of News Corp’s IT services hosted on AWS cloud platform. “We aim to have moved at least 75% of this planned IT services on to the cloud in the next three years,” he said. Datacentre consolidation As part of News Corp’s project to adopt more public cloud computing services, the organisation will consolidate its datacentre infrastructure. “At its peak in 2010, News Corp had 65 datacentres spread across globally,” Birch said. Today, with virtualisation and cloud adoption, that figure is down to 46. “Our aim is to exit the datacentre business completely. Datacentres are expensive and don’t provide us with the agility our business needs and it is not our core competency,” he said. But datacentres can be consolidated and transformed into a private cloud infrastructure yielding cloud benefits. “I don’t buy into private cloud. It is essentially a datacentre – maybe a better one, but still a datacentre with hardware infrastructure,” Birch said. Cloud progress The IT team started using AWS platforms since February 2011, starting with just Amazon Elastic Compute Cloud (Amazon EC2) – the service that provides organisations with unlimited set of virtual machines. News UK has since adopted AWS’s other services, including Amazon Simple Storage Service (Amazon S3) for storage, RDS for database, ELB for load-balancing, CloudWatch for monitoring and Elastic MapReduce for data analysis. It uses Salesforce.com cloud products and Google’s public cloud services for email and collaboration. “Public cloud has given us huge power and the agility to meet changing business requirements in News UK,” Birch said. Revenue strategy The cloud infrastructure allowed News UK to focus on time-bound revenue-generating projects. For instance, it bought exclusive content rights for English Premier League and Scottish Premier League seasons and exploited this exclusive content to increase revenue. “In four months, we built sophisticated access control systems to manage this exclusive content – sports video clips – for our subscribers and we even built mobile apps around them,” he said. “If we had to use our legacy infrastructure and traditional datacentre for this project, it would have taken me four months to just procure the infrastructure to provide it to the apps team.” After the premier league season, the organisation will scale down the infrastructure to save costs. But because of a ready-made platform, News UK will also be able to buy exclusive rights to cricket video clips and follow the same revenue-generating strategy. “AWS’s auto-scaling capabilities even enabled us to build a timely app for the Queen’s Diamond Jubilee,” he said.  IT aligned with business Cloud allowed the organisation to become the first UK publisher to build a successful paywall for its content and develop tablet device editions.  “When we built the content access control, we had about 30,000 subscribers. In a year it increased to over 100,000 and our datacentre would have been incapable to handle such a load,” said Birch. “With the cloud, IT is no more a necessary evil. It is easier for us to drive the point of technology investment in the board.”
• #41: http://aws.amazon.com/solutions/case-studies/kempinski-hotels/ About Kempinski Hotels Created in 1897, Kempinski Hotels is Europe’s oldest luxury hotel group. Kempinski’s rich heritage of impeccable personal service and superb hospitality is complemented by the exclusivity and individuality of its properties. Kempinski currently comprises a portfolio of 81 five-star hotels in 30 countries and continues to add new properties in Europe, the Middle East, Africa and Asia. Each one reflects the strength and success of the Kempinski brand without losing sight of its heritage. The portfolio includes historic landmark properties, award-winning urban lifestyle hotels, outstanding resorts, and prestigious residences. The Challenge In 2010, the organization’s corporate IT department was using over 140 virtualized servers to run a broad range of operating systems. “We are only a mid-size IT organization,” says Jeremy Ward, Senior Vice President of IT. “We wanted our IT staff to spend less time managing the infrastructure, focus on our core business, and improve the productivity of applications for the company.” Furthermore, the organization wanted to save costs by improving the IT infrastructure while managing unpredictable and dynamically changing workloads. Why Amazon Web Services Kempinski Hotels decided that a public cloud was the best way to improve its IT operations. After reviewing three cloud providers, the company chose Amazon Web Services to take advantage of the elastic computing model and the flexibility to add or remove server capacity and instances as needed. “We needed a mature platform and AWS has a proven history of running enterprise class workloads,” comments Ward. “We followed up on a number of case studies and references to confirm that the platform was reliable and would perform in the way we expected.” Furthermore, Kempinski Hotels considered AWS to be the only cloud service provider able to allow it to operate core business processes continuously and add resources as needed without time or usage commitments. Kempinski Hotels chose Cloudreach, an Advanced Consulting Partner of the AWS Partner Network (APN), to help the company migrate to the AWS Cloud and provide ongoing management, monitoring, and backup services. Kempinski Hotels’ environment includes Amazon Elastic Compute Cloud (Amazon EC2), Amazon Elastic Block Store (Amazon EBS), Amazon Relational Database Service (Amazon RDS) and Amazon Simple Storage Service (Amazon S3). The IT staff uses web management tools to provision computational, storage, networking, database and other resources instantaneously as needed. Security is vital to Kempinski Hotels and the solution had to be PCI-DSS compliant. Working with Cloudreach, the company used a hardware Virtual Private Network (VPN) to connect the corporate datacenter in Geneva to Amazon Virtual Private Cloud (Amazon VPC). This configuration allows Kempinski Hotels to provision a logically isolated section of the AWS Cloud and create an enterprise multi-layer network topology that meets the company’s compliance requirements. Additionally, Cloudreach created a highly available, software-based VPN solution on top of Amazon EC2 and Amazon VPC to resolve hardware incompatibility issues. Kempinski Hotels made AWS the entry point to its corporate infrastructure, which has improved connectivity between its 81 hotels and significantly reduced the cost of providing remote user VPN connectivity. Figure 1 demonstrates Kempinski Hotels’ architecture on AWS. Figure 1: Kempinski Architecture on AWS The Benefits Kempinski Hotels has been able to delegate much of the operational overhead associated with managing an infrastructure to the AWS Cloud. “We are a hospitality management organization, not an IT services company,” says Ward. “We’re experiencing better uptime on AWS compared to our traditional on-premises infrastructure and we don’t have to deal with air conditioning, power supply, or hardware failures. The route we took to the AWS Cloud means that we don't have to think twice about hardware.” The company works with Cloudreach to install a range of services and applications. “Backups, patching and monitoring have taken a back seat and my team is now fully occupied in creating genuine business,” Ward comments. “These tasks bring value to our corporate departments and business units, and as a result, to our customers.” Several departments, including Operations, Finance and Accounting and Training Services, have moved to AWS and Kempinski Hotels plans to move its entire infrastructure to AWS and close the Geneva datacenter. The company anticipates that migrating completely to AWS will lower the total cost of ownership. Ward estimates, “We’re avoiding the cost of hardware and software refreshes and on-premises facilities. When we consider these savings as well as lower operational costs and improved staff productivity, Kempinski Hotels is reducing costs by roughly 40 percent over a five year period.” Ward concludes, “The ability to provision resources rapidly, scale dynamically to meet demand, and decommission instances when we don’t need them saves costs and provides unmatched business agility.”