Website scalability on AWS

Adam Glick

AWS provides broad and deep services

to support your website or web app

AWS Global Infrastructure

Application Services

Networking

Deployment & Administration

Database Storage Compute

Every type of web application runs on AWS

Static website Website hosting Dynamic web application

Static content

Blogs

Basic product page

Medium-sized website

CMS systems

Highly interactive websites

Web applications

Online services

Social & sharing sites

How companies use AWS for web applications

Customer

facing websites

Digital media

distribution

Video and

photo

sharing

E-commerce Social media Gaming

Etsy uses AWS for big data analysis and improved customer experience

AWS Allows us to invest in

internal analytics and big

data without investing in

a lot of infrastructure.

Steve Mardenfeld

Data Engineer, Etsy

”

“ • Etsy is an online marketplace where users can buy

and sell handmade and vintage goods, and craft

supplies

• Etsy runs its big data analysis programs on AWS

• By using AWS, Etsy was able to improve its

customers’ search experience and increase its bottom

line

Ubisoft uses AWS to develop and launch social games quickly

• Ubisoft is a Paris-based gaming company, and

creator of popular gaming titles, including Assassins

Creed, Far Cry, and Just Dance

• Moving games to social and mobile platforms and

needed capacity to scale fast; using a traditional

environment would be an extensive and costly

investment

• Using the AWS Cloud to optimize games at the

application, caching, and data layers, improving the

user experience

”

“ By using the AWS cloud we

were able to launch 10 social

games within 18 months.

Lenin Gali

Senior Director, Ubisoft

Pinterest scales to become one of the most popular social networks globally

With over 410 terabytes

of data and 8 billion S3

objects, AWS helps us

scale quickly and easily.

Ryan Park

Technical Operations and

Infrastructure Lead, Pinterest

”

“ • Pinterest is a social media site that enables millions

of customers to share images of their interests on

electronic pin boards

• The company’s small engineering team needed a

solution that would enable them to scale

• AWS provided Pinterest with rapid, cost-effective

scalability that enabled quick growth for the start-up

Socialcam migrates to AWS in one evening;

scales to run on over 20 million phones worldwide

AWS helps small startups by

making it possible to get started

with very few engineers.

Ammon Bartram

Technical Co-Founder, Socialcam

”

“ • Socialcam offers an iPhone and Android application

for taking videos, adding effects and sharing them

with friends over the web

• Within hours of a successful Facebook campaign, the

company’s physical servers could no longer support

the number of new users

• SocialCam migrated to AWS in just one evening,

allowing the company to scale quickly to support the

application, which

now runs on over 20 million phones

Netflix uses AWS to increase reliability and efficiency

Using AWS, we have

increased our reliability by

an order of magnitude.

Yuri Izrailevsky

VP of Cloud and

Platform Engineering, Netflix

”

“ • Netflix is one of the leading streaming video services

for movies and TV with millions of users globally

• Needed a reliable, scalable system that would not be

prone to data corruption

• With AWS, Netflix can quickly deploy thousands of

servers and terabytes of storage within minutes – and

spin servers down when they’re not needed

With AWS, reddit scales its social news site to handle 4 billion

page views per month with only 20 employees

Being in the cloud gives us

the scalability of adding

application and database

servers as we need them.

Keith Mitchell

Programmer, reddit.com

”

“ • reddit is a San Francisco, CA company that provides

reddit.com, a social news and entertainment website

where users can submit and rank ideas, images, and

links

• Reddit originally operated reddit.com on physical

servers, but after the number of users quadrupled in

18 months, the company realized it couldn’t scale with

an on-premises environment

• By migrating to AWS, reddit can scale to manage 4

billion page views per month and run its website with

only 20 employees

Why AWS?

Traditional capacity planning

Unused capacity

New capacity

Used capacity

Capacity needed

Poor experience

1) Current server capacity 9) All users are impacted by the shortage of resources 2) Demand over the same period 11) Usage is above previous non-peak periods

but utilization is lower

3) Add capacity as demand is rising 10) Peak period is over, no new capacity added 7) Large promotion planned;

capacity added for the peak

8) Actual usage exceeds expectations 4) Actual usage after capacity is added 5) No new capacity planned 6) Actual usage

Time

Page

views

AWS – Capacity without planning

Time

Page

views

Used capacity Initial capacity Capacity always matches demand

Expedia uses AWS to run critical, high volume applications globally

We run several critical

applications on AWS because

we can scale and use the

infrastructure efficiently.

Murari Gopalan

Director of Technology, Expedia

”

“ • One of the world’s leading online travel companies,

providing leisure and business travel to customers

worldwide

• Expedia needed a global infrastructure to support its

commitment to create a great experience for

customers worldwide

• Using AWS, Expedia created a global infrastructure

for its critical applications while reducing network

latency to under 50 milliseconds and enabling a 230%

CPU consumption efficiency for data processing

Scale up and down easily

Focus on what you do best

1. Don’t run facilities,

run applications

2. Stop racking and

stacking servers

3. Let the services do

the undifferentiated work

Using AWS, Dow Jones saved $40,000; improves time-to-market by 30%

Thanks to AWS, we now build

more products and spend less

time running a data center.

Stephen Orban

Chief Information Officer &

Global Head of Technology,

Dow Jones & Company

”

“ • Dow Jones & Company provides news and business

information for the global investment market.

• Dow Jones needed to replace its Asian data center

with a flexible, cost-effective alternative that allowed

its staff to focus on building products

• Moving its data center to AWS saved $40,000 in

hardware costs and enabled Dow Jones staff to focus

on creating revenue-producing applications for the

website

Services at every layer

Complete control above the hardware

Over 35 services simplify and speed

dev.

Easy install, setup, and configuration

AWS Marketplace

Freedom of choice

Shazam built their Super Bowl promotion application on AWS in 8 weeks

We chose Amazon Web

Services (AWS) because they

have the reliability, support

infrastructure, and full suite of

services that meet our needs.

Jason Titus,

CTO, Shazam

”

“ • Shazam connects more than 200 million people to the

music, TV shows, and brands they love through a

mobile application that lets a user record a portion of

what they hear and connect them to online

information about that recording

• Shazam needed to be able to handle large scale

traffic spike from their Super Bowl promotions

• By using AWS, Shazam was able to handle the traffic

from their Super Bowl promotion (encompassing 200

EC2 CC2 instances) and then shut down the added

capacity after the event traffic spike

10 Regions

25 Availability Zones

51 Edge locations

AWS global infrastructure

Using AWS, Motley Fool improved website performance by 30%

Using AWS is helping us

grow strategically.

Mohammed Chaudhry,

Director of IT Operations,

Motley Fool

”

“ • Virginia-based financial services firm The Motley Fool

provides financial advice to individual investors

• The company’s Australian website was experiencing

poor performance and slow page load times

• After migrating to AWS, Motley Fool’s Australian site

improved page load by 30%

Low-cost IT

Spot Instances Reserved Instances

Tiered pricing No up-front costs Pay-as-you-go No long-term contracts

Trusted advisor Steady price drops

Obama campaign uses AWS to coordinate thousands of volunteers,

save millions in hardware costs, and fundraise online

AWS let us build solutions for

an environment that moves so

rapidly, you can’t plan for it.

Michael Slaby,

Chief Integration and

Innovation Officer,OFA

”

“ • Obama For America (OFA) is the organization that

drove Barack Obama’s 2012 campaign for re-election

as President of the United States

• OFA needed and inexpensive, always-on, scalable

system to serve millions of users

• Using the AWS Cloud helped save the OFA campaign

tens of million dollars in hardware costs

Deployment and management

Focus on writing code,

not managing servers

Model, customize, &

automate applications

Provision and version

collections of resources

Elastic Beanstalk OpsWorks CloudFormation

AWS provides full-site, or media asset, delivery via a worldwide content

deliver network (CDN) called Amazon CloudFront.

Content delivery

Earth Networks uses AWS to deliver weather data to customers in

near real-time while reducing costs by over 50%

Amazon CloudFront saved us

over 50% in CDN costs

compared to our previous CDN

provider, without custom code.

Andy Rosenbaum,

Director of Web and Desktop

Development, Earth Networks

”

“ • Earth Networks, based in Germantown, MD, collects

and delivers real-time weather and lightning data

• The company’s previous content delivery network

(CDN) system required custom code, which led to

expensive development costs

• Earth Networks is leveraging Amazon CloudFront to

deliver local information to millions of users in near

real-time while saving over 50% in CDN costs

Security Certifications

Secured premises

Secured storage

Secured keys

Secured communications

Secured network access

Secured users

Secured logins

Full control to add security

Example 3-tier Web App architecture

Learn more at aws.amazon.com/websites

When to think about running a web application on AWS

New development

1. Increase scale

2. Improve availability

3. Upgrade hardware

4. Improve performance

5. Reduce costs

6. Improve security

7. Reduce IT footprint

Migration

1. New websites

2. New applications

3. New application features

4. Marketing campaigns

Questions?