Japanese Startup Use-Cases and Tech Deep Dive
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This document discusses how Japanese startups are using Amazon Web Services (AWS). It provides examples of architectures that startups are using on AWS to build scalable and reliable applications. It also describes some events for startup CTOs hosted by AWS to facilitate knowledge sharing. Finally, it shares real use cases of Japanese startups leveraging different AWS services like EC2, RDS, S3, CloudFront, and CloudSearch to build their applications and handle traffic bursts.
![But TV broadcasting…
NHK Kōhaku_̲Uta_̲Gassen
• Most popular JP TV Program on the last day of the year
• Audience Rating is about 50%
• Second Screen -‐‑‒ Smartphone App
• Handle hundreds thousands of simultaneous requests
[Classmethod Use-‐‑‒Case] http://classmethod.jp/cases/nhk/nhk-‐‑‒kouhaku-‐‑‒64/](https://image.slidesharecdn.com/japanesestartupuse-casesandtechdeepdive-150420221230-conversion-gate01/85/Japanese-Startup-Use-Cases-and-Tech-Deep-Dive-47-320.jpg)
![But TV broadcasting…
NHK Kōhaku_̲Uta_̲Gassen
• Most popular JP TV Program on the last day of the year
• Audience Rating is about 50%
• Second Screen(Smartphone App)
• Handle hundreds thousand of simultaneous requests
[Classmethod Use-‐‑‒Case] http://classmethod.jp/cases/nhk/nhk-‐‑‒kouhaku-‐‑‒64/
Burst at sudden!](https://image.slidesharecdn.com/japanesestartupuse-casesandtechdeepdive-150420221230-conversion-gate01/85/Japanese-Startup-Use-Cases-and-Tech-Deep-Dive-48-320.jpg)
Japanese Startup Use-Cases and Tech Deep Dive
- 1. Japanese Startup Use-‐‑‒Cases and Tech Deep Dive Amazon Data Services Japan Eiji Shinohara March 29, 2015
- 2. Name： ・Eiji Shinohara / 篠原 英治 / @shinodogg Role： ・AWS Solutions Architect for Startups ・Amazon CloudSearch Subject Matter Expert Who am I?
- 3. Talking to Startup CTOs/Engineers on daily basis
- 4. AWS Startup CTO Night with Amazon CTO • We had Amazon CTO Werner Vogels TechCrunch Tokyo CTO Night powered by AWS • Startups pitch contest for “CTO of the year” IVS CTO Night & Day powered by AWS • 3 days Over 100 CTOs gathering • w/ Infinity Ventures Summit CTONight Series in 2014
- 6. AWS Startup CTO Night with Amazon CTO
- 7. TechCrunch Tokyo CTO Night powered by AWS Contest for JP Startup CTO of the year!
- 8. TechCrunch Tokyo CTO Night powered by AWS Pitch Presenters (Startup CTOs) Judges (Popular Company CTOs) GREE Cookpad BizReach Hatena CyberAgent Amazon
- 9. TechCrunch Tokyo CTO Night powered by AWS
- 10. IVS CTO Night & Day powered by AWS
- 11. IVS CTO Night & Day powered by AWS
- 12. IVS CTO Night & Day powered by AWS 【Survey Result】 100% participant CTOs said... “ WANT TO JOIN THIS EVENT AGAIN!!”
- 13. AWS is empowering Startups! Letʼ’s Meetup at CTO Night (´́▽`̀)ﾉ
- 14. AWS Pop-‐‑‒up Loft in San Francisco
- 15. AWS Pop-‐‑‒up Loft in San Francisco
- 16. I will give a talk about “Japanese Startups” at SF Pop-‐‑‒up Loft (´́▽`̀)ﾉ We never disclose AWS customersʼ’ info without permission. We got agreements for all use-‐‑‒cases in this slide.
- 17. Surefire Architecture • ELB + EC2 + RDS on MultiAZ • Super Fast Distribution with S3 + CloudFront Beat “Bursty Traffic” • How to beat burst • Cost range Startup Pragmatic Use-‐‑‒Cases Amazon CloudSearch Startup Use-‐‑‒Cases Agenda
- 18. Surefire Architecture • ELB + EC2 + RDS on MultiAZ • Super Fast Distribution with S3 + CloudFront Beat “Bursty Traffic” • How to beat burst • Cost range Startup Pragmatic Use-‐‑‒Cases Amazon CloudSearch Startup Use-‐‑‒Cases Agenda
- 19. Surefire Architecture ELB + EC2 + RDS on Multi AZ EC2 RDS ELB Availability Zone Web Availability Zone RDS EC2 WebWeb
- 20. BASE https://thebase.in/ Easy to create online shopping site Variety of templates and Payment System And itʼ’s all free
- 21. BASE https://thebase.in/ EC2 EC2 RDS (Active) DB ELB AZ① AZ② RDS (Standby) ElastiCache S3 CloudFront
- 22. BASE https://thebase.in/ EC2 EC2 RDS (Active) DB ELB AZ① AZ② RDS (Standby) ElastiCache S3 CloudFront
- 23. BASE https://thebase.in/ EC2 EC2 RDS (Active) DB ELB AZ① AZ② RDS (Standby) ElastiCache S3 CloudFront EC2 on MultiAZ
- 24. Just increase EC2 instances if needed ☺ EC2 RDS ELB Availability Zone Web Availability Zone RDS EC2 WebWeb EC2 RDS ELB Availability Zone Web Availability Zone RDS Web EC2 Web EC2 Web EC2 Web
- 25. Create EC2 instances from AMI Web AMI(Amazon Machine Image) • Easy to Create Image • Able to Create EC2 instances from the Image AMI Web Web Create AMI Create EC2 instances
- 26. Dynamic Scaling with Auto Scaling Auto Scaling • EC2 scale out/in to adjust load and traffic • e.g. if 70% CPU usage for 5min, then add 2 instances Auto Scaling Group EC2 Web EC2 Web ELB Auto Scaling CloudWatch monitoring
- 27. Dynamic Scaling with Auto Scaling Auto Scaling • EC2 scale out/in to adjust load and traffic • e.g. if 70% CPU usage for 5min, then add 2 instances Auto Scaling Group EC2 Web EC2 Web ELB Auto Scaling CloudWatch monitoring Web Web EC2 EC2 create EC2 Instances add to LoadBalancer
- 28. BASE https://thebase.in/ EC2 EC2 DB ELB AZ① AZ② Sync ElastiCache RDS (Active) RDS (Standby) S3 CloudFront RDS on MultiAZ RDS Multi-‐‑‒AZ deployments provide enhanced availability and durability
- 29. Scale-‐‑‒Up if needed EC2 RDS ELB Availability Zone Web Availability Zone RDS EC2 WebWeb EC2 RDS ELB Availability Zone Web Availability Zone RDS EC2 WebWeb
- 30. SnapShot Auto/Manual Multi-‐‑‒AZ makes you feel you relieved ☺ Availability Zone Availability Zone RDS RDS “Sync” Replication Automatic Failover Log Flush 5min interval Replication across data centers Restore from Snapshots and Logs
- 31. Easy to create Read Replicas Availability Zone Availability Zone RDS RDS Async Replication To handle massive query requests
- 32. Static Contents Distribution Make it Super fast with S3＋CloudFront
- 33. Often happen to see like this Copy from File server to Web servers with rsync/scp • Capacity Limit？Backup？ • High Latency from overseas.. Web Web Shared File Server
- 34. Amazon S3 Static Contents with S3 • Image, Movie, HTML, JavaScript , CSS ,, http://www.slideshare.net/AmazonWebServices/why-‐‑‒scale-‐‑‒matters-‐‑‒v4-‐‑‒rodos Over 3 Trillion Objects in 2014
- 35. Amazon S3 Static Contents Distribution Upload HTML/Image to S3 Make Public
- 36. Amazon S3 Static Contents Distribution Upload HTML/Image to S3 Make PublicPopular reasonable solution for Teaser site and Landing page
- 37. Amazon S3 – e.g.) WordPress Site Using WordPress Plugin like “StaticPress” to make contents static and upload to S3 Start EC2 instance only when you create contents • Utilize per Hour billing model http://en.staticpress.net/
- 38. Amazon S3 – e.g. WordPress Site S3 + CloudFront can handle massive request WordPress CloudFrontS3EC2
- 39. Amazon CloudFront Pay-‐‑‒as-‐‑‒you-‐‑‒go Contents Distribution Network Route the request to the nearest Edge Location Over 50 Edge Locations around the world レスポンス向上 負荷軽減 Cached Contents 4.Send contents to the Edge Location 1.Request to the nearest Edge Location 3.If no cache data, then access to Origin 2.Deliver contents from Cache 5.Cache contents on the Edge Location Amazon CloudFront （Edge Location) OriginClient
- 41. iQON http://www.iqon.jp/ Web/AppWeb/App S3 CloudFront Solr Memcached Redis MySQL MongoDB Crawler Zabbix VarnishELB PC/Mobile API GW
- 42. iQON http://www.iqon.jp/ Web/AppWeb/App S3 CloudFront Solr Memcached Redis MySQL MongoDB Crawler Zabbix VarnishELB PC/Mobile API GW Unlimited Capacity Donʼ’t need to be worried about backup Put Images to S3
- 43. Web/AppWeb/App S3 CloudFront Solr Memcached Redis MySQL MongoDB Crawler Zabbix VarnishELB PC/Mobile⽤用 API⽤用 GW Super Fast and Reduce EC2 load All the static contents are distributed with CloudFront + S3 iQON http://www.iqon.jp/
- 44. Surefire Architecture • EC2 on Multi-‐‑‒AZ with Elastic Loadbalancer • RDS on Multi-‐‑‒AZ enhances Durability and Availability Static Contents Distribution • S3: Unlimited Capacity / Eleven-‐‑‒Nine Durability • CloudFront: Super Fast Global Distribution Cool Japanese Startups are actually doing!
- 45. Surefire Architecture • ELB + EC2 + RDS on MultiAZ • Super Fast Distribution with S3 + CloudFront Beat “Bursty Traffic” • How to beat burst • Cost range Starup Pragmatic Use-‐‑‒Cases Amazon CloudSearch Startup Use-‐‑‒Cases Agenda
- 46. Access increasing through Internet Twitter buzz, Pick up on popular blog, Tech Crunch, News site,,, Traffic increases gradually
- 47. But TV broadcasting… NHK Kōhaku_̲Uta_̲Gassen • Most popular JP TV Program on the last day of the year • Audience Rating is about 50% • Second Screen -‐‑‒ Smartphone App • Handle hundreds thousands of simultaneous requests [Classmethod Use-‐‑‒Case] http://classmethod.jp/cases/nhk/nhk-‐‑‒kouhaku-‐‑‒64/
- 48. But TV broadcasting… NHK Kōhaku_̲Uta_̲Gassen • Most popular JP TV Program on the last day of the year • Audience Rating is about 50% • Second Screen(Smartphone App) • Handle hundreds thousand of simultaneous requests [Classmethod Use-‐‑‒Case] http://classmethod.jp/cases/nhk/nhk-‐‑‒kouhaku-‐‑‒64/ Burst at sudden!
- 49. What can we do for that burst? The ways to take the advantage of chances!
- 50. Basic Idea.. ↑Scale UP RDS ELB AZ① AZ② EC2 EC2EC2 Web App Web App Web App increase EC2 instances EC2 EC2 Web App Web App… EC2 EC2EC2 Web App Web App Web App EC2 EC2 Web App Web App… RDS
- 51. Question
- 52. How much is it for Beat “Bursty Traffic”? 1：$10 2：$100 3：$1000 ・return EC2 and RDS back after two hours ・m3.medium: 1 core CPU / 3.7GB Memory ・m3.xlarge: 4 core CPU / 15GB Memory For two hours increase 20 EC2(medium) instances two stage scale up RDS (medium→xlarge)
- 53. How much is it for Beat “Bursty Traffic”? 1：approx. $10 2：$100 3：$1000 ・return EC2 and RDS back after two hours ・m3.medium: 1 core CPU / 3.7GB Memory ・m3.xlarge: 4 core CPU / 15GB Memory For two hours increase 20 EC2(medium) instances two stage scale up RDS (medium→xlarge) ○ × × Even 20 instances are in this price range. You can run a lot to be relieved! * Donʼ’t forget to return it back!
- 54. Is ELB(Load Balancer) OK…?
- 55. Elastic Load Balancing Handling capacity to meet the demands of traffic ELB can handle generally But need a little time to scale
- 56. But TV broadcasting… RDS ELB AZ① AZ② EC2 EC2EC2 Web App Web App Web App EC2 EC2 Web App Web App… EC2 EC2EC2 Web App Web App Web App EC2 EC2 Web App Web App… RDS The situation that ELB scaling doesnʼ’t make it can be happen.
- 57. AWS Support can scale ELB in Advance
- 58. 24/365 Support (You can choose JAPANESE!) Basic Developer Business Enterprise Forum ✔ ✔ ✔ ✔ Access to tech support Support for Health Checks Email (local business hours) Phone, chat, email, live screen sharing (24/7) Phone, chat, email, live screen sharing, TAM (24/7) Response Time -‐‑‒ <12 hours <1 hour <15 minutes Users -‐‑‒ 1 Unlimited (IAM supported) Unlimited (IAM supported) 24/365 -‐‑‒ -‐‑‒ ✔ ✔ Trusted Advisor 4 checks 4checks 41checks 41checks TAM -‐‑‒ -‐‑‒ -‐‑‒ ✔ Cost (Monthly) $0 $49 monthly AWS usage $0~∼$10K: 10% $10K~∼$80K: 7% $80K~∼$250K: 5% $250K~∼: 3% （Min $100） 10% of AWS monthly usage （Min $15000）
- 59. AWS Support(Business) can handle ELB Pre-‐‑‒Warming RDS ELB AZ① AZ② EC2 EC2EC2 Web App Web App Web App EC2 EC2 Web App Web App… EC2 EC2EC2 Web App Web App Web App EC2 EC2 Web App Web App… RDS
- 60. JMTY http://jmty.jp/ Similar to craigslist. Picked up frequently on TV “JMTY Engineers and AWS team are handling massive traffic! Great!” CEO Kato-‐‑‒san
- 63. Replica Sets Images CloudFront MongoDB (Secondary) MongoDB (Primary) MongoDB (Hidden) Web/App Mail(postfix) Multi AZ RDS Redis(Resque) Batch Memcached Scale Up Scale Out Pre Warming
- 64. Life-‐‑‒long learning platform. Getting popular! schoo http://schoo.jp/ Itʼ’s me ☺
- 65. heard from schoo engineer Iwata-‐‑‒san about their activity for TV broadcasting Schoo engineer Iwata-‐‑‒san schoo http://schoo.jp/ ▼改定前価格（2015年年3⽉月31⽇日中ご登録分まで）525円/⽉月額 ▼改定後価格（2015年年4⽉月1⽇日以降降ご登録分より）980円/⽉月額
- 66. Solutions For TV broadcasting at schoo Create tens of EC2 instances from AMI • It took about 1 hour Just before and after the TV program • Low Cost Affordable! Set aside extra EC2 instances • Relieved and Didnʼ’t have any problem!!
- 67. Solutions For TV broadcasting at schoo Create AWS Support cases • EC2 Instances Limit Increase • Instance numbers is limited to avoid unnecessary problem by default • ELB Pre-‐‑‒Warming
- 68. Solutions For TV broadcasting at schoo Iwata-‐‑‒san said • Thanks to Japanese Language Support!! • Didnʼ’t have any problems. It was quite smooth.
- 69. Surefire Architecture • ELB + EC2 + RDS on MultiAZ • Super Fast Distribution with S3 + CloudFront Beat “Bursty Traffic” • How to beat burst • Cost range Startup Pragmatic Use-‐‑‒Cases Amazon CloudSearch Startup Use-‐‑‒Cases Agenda
- 70. For Couples. Photo Album / Chat / Date schedule
- 72. Pairy http://pairy.com/ EC2 (API) DB ELB MultiAZ RDSDynamoDB ELB EC2 (Websocket) EC2 (Worker) EC2 (Redis) S3 CloudFront SES Basic and Transaction Data Right Database in the Right Place Chat and News Feed Handling Massive Write Temporary Data
- 73. Pairy http://pairy.com/ C2C Market Place like Etsy
- 75. STORES.jp https://stores.jp/ S3 MongoDB ELB DB Payment Image Redis Web Put logs to S3 Using Log collector “Fluentd” There is an S3 plugin(fluent-‐‑‒plugin-‐‑‒s3) Easy to gather log data
- 76. Surefire Architecture • ELB + EC2 + RDS on MultiAZ • Super Fast Distribution with S3 + CloudFront Beat “Bursty Traffic” • How to beat burst • Cost range Startup Pragmatic Use-‐‑‒Cases Amazon CloudSearch Startup Use-‐‑‒Cases Agenda
- 77. Japanese Search function??
- 78. Amazon CloudSearch • Full Managed Cloud-‐‑‒Based Search Service • Pretty easy to introduce • 34 languages support • Sophisticated Functions • Highlight • Suggest(AutoComplete) • Geo Search
- 79. Amazon CloudSearch Suggestions /suggest?q=ir&suggester=title_̲sug "suggest": {"query": "iro", "found": 5, "suggestions": [ {“suggestion”: “Iron Man”,…"id": "tt0371746"}, {"suggestion": "Iron Man 2”,…"id”:"tt1228705"}, ... • Reading Search • Japanese language has Kanji/Hiragana/Katakana ,,
- 80. e.g. Nanboku Line Subway Station Search
- 81. Using Amazon CloudSearch Create Domain
- 82. Using Amazon CloudSearch Data(Station name＆Line name) Station Code Station Name A lot of stations are served by multiple line in Tokyo
- 83. Using Amazon CloudSearch Schema design(Field definition)
- 84. Using Amazon CloudSearch Search with “JR⼭山⼿手線” (most popular circle line in Tokyo)
- 85. Using Amazon CloudSearch Search with “⿇麻布” or “⼀一丁⽬目”
- 86. Knowledge is needed to manage Search service..
- 87. Search Engine Find documents with keyword from large amount of data • Incrementally like grep? It takes too long • Need to build index in advance(Inverted Index) • TF-‐‑‒IDF scoring • Multiple Query Parser Support
- 88. CloudSearch -‐‑‒ Japanese Text Processing 形態素解析(Morphological Analysis) • 彼(名詞-‐‑‒代名詞)/は(助詞-‐‑‒係助詞)/エンジニア(名詞-‐‑‒⼀一般)/だ(助動詞) Stemming • 飲んだ → 飲ん(動詞-‐‑‒⾃自⽴立立, baseForm:飲む)/だ(助動詞) → 飲む Synonym Addition • 「ベニス」「ベネチア」「ヴェネチア」 • Alias • search with pupil => student is hit • search with student => pupil in NOT hit • Group • 1st, first, one => you can search with all keywords in the group Stop Word Removing
- 89. Automatic Scaling By Document size/number and Search Request Auto Partitioning with EMR Auto Scaling
- 90. CloudSearch – support variety of filed types Field Types Double Date Signed Integer Text Literal
- 91. Amazon CloudSearch Meetup in Tokyo A9 schoo nanapi ChatWork Cookpad ADSJ A9
- 92. CloudSearch use-‐‑‒case: ChatWork ChatWork: Business Communication Tool • Over 40 thousand companies are using • About a half million users comment from ChatWork CTO Yamamoto-‐‑‒san • “To handle about 5 hundred million documents, we introduced CloudSearch. Thanks to AWS and A9 team, it took only a few month.”
- 93. CloudSearch use-‐‑‒case: ChatWork Tanaka-‐‑‒san slide https://speakerdeck.com/tanakayuki/kai-‐‑‒fa-‐‑‒zhe-‐‑‒karamitacloudsearch Almost maintenance free Positive feedback from end-‐‑‒users about Low latency
- 94. CloudSearch use-‐‑‒case: Engineer Cross2015(29th Jan) • ChatWork is making CloudSearch noise in Japan
- 96. CloudSearch use-‐‑‒case: nanapi nanapi is a Life Recipe portal • About 20 million per user per Month • Over 0.1 million recipes Getting popular these days
- 97. CloudSearch use-‐‑‒case: nanapi Kagaya-‐‑‒san slide https://speakerdeck.com/violetyk/cloudsearch-‐‑‒nanapi-‐‑‒use-‐‑‒case • Default setting works a lot • Easy to have Japanese search function • Fully managed by AWS is huge plus
- 99. CloudSearch use-‐‑‒case: schoo schoo • Learning platform for hundreds of thousands students • Over 1000 students join in popular class! You can learn “AWS” on schoo ☺
- 100. CloudSearch use-‐‑‒case: schoo Ito-‐‑‒san slide http://www.slideshare.net/hiromitsuito71/20141017-‐‑‒cloud-‐‑‒searchschoo It took only 1 WEEK to introduce. Itʼ’s so easy and nice. Of course you need to escape XSS stuff
- 101. Japanese Language is not so easy • Yahoo! Japan Search Engineer Osuka-‐‑‒san slide Hasegawa-‐‑‒san？ Tanigawa-‐‑‒san?? Need to analyze and only the user can know the answer
- 102. CloudSearch Updates Indexing Bigrams • Bi-‐‑‒gramでのインデクシング Customizing Japanese Tokenization • 形態素解析辞書のカスタマイズ
- 104. CloudSearch use-‐‑‒case: Lancers Crowd-‐‑‒sourcing service
- 105. CloudSearch use-‐‑‒case: Gochi-‐‑‒Kuru Bento-‐‑‒Box delivery service
- 106. http://aws.amazon.com/jp/solutions/case-‐‑‒studies/gunosy/ Thanks to AWS: scalable and programmable, Now we can manage 4 million app downloads from only 40 thousand users very smoothly. Gunosy is a popular news curation app. CTO Ishiba-‐‑‒san said, Utilizing AWS full managed services
- 107. EC2 DB ELB MultiAZ Gunosy Architecture MongoDB Redis Redshift EMR S3 CloudFront RDS Fluentd Datastore & Analyze Glacier Web/App Using AWS Managed Services
- 108. Surefire Architecture • Stable and Scalable • Suitable for booming Startup IT infra Beat “Bursty Traffic” • Take advantage of the chance • No need to take a lot of time and money Startup Pragmatic use-‐‑‒cases • Utilizing AWS full managed services! AWS has bunch of use-‐‑‒cases and knowledge! Wrap up
- 109. FYI
- 110. AWS Black Belt Tech Webinar Every Wed 6PM – 7PM(JST) Online Seminar in Japanese http://aws.typepad.com/sajp/ w/ Adobe Connect
- 111. AWS Black Belt Tech Webinar Deep dive product-‐‑‒cut seminar by Solution Architect http://aws.typepad.com/sajp/ Amazon Simple Queue Service (SQS) AWS Elastic Beanstalk: Worker Tier • SQS ＋ Auto Scalingでスケーラブルなバッチ処理基盤 Sqsd (deamon) Elastic Beanstalk Application http://localhost:80/xxx EC2 Instance Auto Scaling group CloudWatch Auto Scaling
- 112. AWS Black Belt Tech Webinar Check #awsblackbelt hashtag on Twitter!
- 113. AWS Tokyo Region 4 Years Anniversary
- 114. Thank you!!