Welcome to the AWS Summit Berlin

Martin Geier, General Manager Amazon Web Services, Germany

Since we last met…..

Since we last met…..

AWS Region Frankfurt!

Cloud Adoption in Germany is Accelerating

In only eight months since launch, the Frankfurt region has become!the fastest growing international datacenter region ever.!

AWS Region Frankfurt!

Amazon is continuing its Expansion and Investments in Germany

We are seeking over 130 highly skilled engineers, !Researchers, technologists and account managers in !the next six months to keep up with the growth. !

http://www.amazon.jobs!

Berlin – The Epicentre of Innovation

AWS Pop-up Loft in Berlin!

Berlin – The Epicentre of German Startups

Accelerating the growth of some of the most exciting businesses in Europe –!on Amazon Web Services!

The 2015 AWS Summit in Berlin

GET INSPIREDLEARN

GET CONNECTED

GET INSPIRED

2000+ attendees!45 break-out sessions, 45 partner exhibitors

20 customer speakers, 9 tracks

•  Hands-on labs with Trend Micro and Ruxit !•  AWS Training and Certification Lounge with Hands-On Labs!!

Hands-on Labs!

Networking!•  AWS Partner Tour!•  AWS Summit Exhibition!•  AWS Startup Booth!•  Ask an architect!

LEARN & GET CONNECTED

GET CONNECTED - Sponsors

Premium!

Gold!

Silver!

Join the conversation!

#AWSSummit!@AWS_Aktuell!

Werner Vogels!!

VP & CTO Amazon.com!@werner!

How Is The AWS Business Progressing?

2012 2013 2014

Amazon S3 Usage 102% YoY increase in data transfer

to and from S3 (Q4 2014 vs Q4 2013, not including Amazon use)

2011 2012 2013 2014

Amazon EC2 Usage 93% YoY increase in EC2

instance usage (Q4 2014 vs Q4 2013, not including Amazon use)

2008 2009 2010 2011 2012 2013 2014

Over 1 Million Active Customers

“Active customer” is defined as a non-Amazon customer with AWS account usage activity in the past month, including the free tier

Startup Customers!

Enterprise Customers!

+3,600 education institutions +11,200 nonprofit organizations

Public Sector Customers!

Premier Consulting Partners

ISV Partners

11 regions 30 availability zones 53 edge locations

Infrastructure!

India region to open 2016

Gartner  “Magic  Quadrant  for  Cloud  Infrastructure  as  a  Service,”  Lydia  Leong,  Douglas  Toombs,  Bob  Gill,  Gregor  Petri,  Tiny  Haynes,  May  28,  2014.  This  Magic  Quadrant  graphic  was  published  by  Gartner,  Inc.  as  part  of  a  larger  research  note  and  should  be  evaluated  in  the  context  of  the  enMre  report.  The  Gartner  report  is  available    at  hNp://aws.amazon.com/resources/analyst-­‐reports/.  Gartner  does  not  endorse  any  vendor,  product  or  service  depicted  in  its  research  publicaMons,  and  does  not  advise  technology  users  to  select  only  those  vendors  with  the  highest  raMngs.  Gartner  research  publicaMons  consist  of  the  opinions  of  Gartner's  research  organizaMon  and  should  not  be  construed  as  statements  of  fact.  Gartner  disclaims  all  warranMes,  expressed  or  implied,  with  respect  to  this  research,  including  any  warranMes  of  merchantability  or  fitness  for  a  parMcular  purpose.  

Gartner Magic Quadrant for Cloud Infrastructure as a

Service, Worldwide

Cloud Has Become The New Normal

What Are The Patterns Of This New Normal?

Start-ups Build Businesses From Scratch In The Cloud

1

No legacy Lower cost structure No dependencies

S Move quickly

Building All Applications In The Cloud

Disrupt Long Standing Industries, Quickly

Hotels

Storage Gaming

Groceries Matchmaking

Employment

Speed Is Not Just For Start-ups: Companies of All Sizes Move Faster Than Ever Before

2

It’s Impossible To Stay Competitive Today Without The Cloud

In The Old Days…

Spend millions for expensive, inflexible, slow-moving infrastructure that is

#FrozenInTime

Old World

Large upfront capital investment

Basic compute and storage only

Responsible for feature upgrades

Slow to get new capabilities

Low, variable cost

Broad and deep platform

New features arrive daily

Ready to use

Enterprises Are Using The Cloud For New Apps & Digital Transformation

StatCast App platform Healthcare E-commerce

Digital Personal Finance Web Digital content

Customers Want Access To The “Sonntagsbraten mit allen Beilagen”

3

Key Components Of Agility

+ = Quick to provision

Don’t have to reinvent the wheel

Vast infrastructure technology platform

More Functionality Than Any Other Infrastructure Provider

Core Services

Infrastructure

More Functionality Than Any Other Infrastructure Provider

Enterprise Applications

Administration & Security

Core Services

Platform Services

Infrastructure

AWS Marketplace

24 48 61 82

159

280

516

2008 2009 2010 2011 2012 2013 2014

AWS Rapid Pace Of Innovation 516 major new features and services launched in 2014

Wide range of workloads with

significant diversity of needs

Real World Workloads Come In All Shapes & Sizes

No need to standardize on the

lowest common denominator

Customers Don’t Want To Settle For A Fraction Of The Functionality

Wide range of workloads with

significant diversity of needs

No need to standardize on the

lowest common denominator

A Wide Family Of Storage Workloads Run In The Cloud Today

Internet-scale web and mobile applications

Content distribution

Backup, archival & disaster recovery

Big data analytics

Databases & business apps

Objects Block Archive

File system

Access To Common Files Via A Shared File System

Content repositories

Development environments

Home directories

Data intensive applications

The Challenges Of Shared File Systems

Demand estimation Availability & performance

Long lead times

Constant upgrade & refresh cycle

Status

The most obvious missing building block: Can we manage entire file systems in a similar way to objects?

Amazon Elastic File System A managed service to easily set up and scale shared file storage

Introducing The Amazon Elastic File System

A fully managed file system for EC2

Highly available and durable

SSD-based

Automatic data replication across AZs (like S3)

Very high throughput and low latency

Grows to petabyte scale, elastically

Simple: An Easy To Use, Fully Managed File System

Create a scalable file system in seconds

Seamless integration with existing apps

Supports NFSv4 Deploy

No upfront or minimum costs

Elastic: A File System That Grows And Shrinks, Automatically

Dynamically and automatically resizes as data is added or removed

No need to provision storage capacity or performance

Pay only for the storage space you use

Scalable: A File System For Virtually Any Workload

Grow to petabyte scale

Throughput and IOPS scale automatically

Support for thousands of concurrent NFS connections

Consistent low latency access

Amazon EFS Preview Register for the preview today:

aws.amazon.com/efs

Companies Will Use Data More Expansively

4

It’s never been easier and less expensive to collect, store, analyze & share data

Sources of Truth Analysis Platforms High Performance Databases

Fully Loaded For Big Data

Amazon S3 Amazon EFS

Amazon Redshift

Amazon DynamoDB Amazon Aurora

Amazon EMR

Real time

Amazon Kinesis

Broad Analytics Usage In The AWS Cloud

Discovery Development Delivery

Risk Marketing Reporting Trade

Sales

Data-driven Development

Analysis & reporting Redshift, S3 & EMR

Mobile Analytics

Real time & dashboards Kinesis

EC2 & Lambda

Data-driven Development

Analysis & reporting Redshift, S3 & EMR

Mobile Analytics

Prediction

Data-driven Development

Real time & dashboards Kinesis

EC2 & Lambda

Analysis & reporting Redshift, S3 & EMR

Mobile Analytics

More And More Customers Using Prediction Technologies

Email targeting Recommendations Social news

Digital health Language processing Auto-scaling

A Legacy Of Machine Learning At Amazon

“Customers who bought this also bought…”

Natural language processing

Search

Vision systems in Fulfillment Centers

How do we provide all internal teams with access to machine learning?

The Spark For Hundreds Of New Machine Learning Applications

Counterfeit goods detection

Customer adoption models

Item classification

Sales lead ranking

Search intent Demand estimation

Customer support

Display ads

Amazon Machine Learning A Fully Managed Machine Learning Service for Developers

Automatically find patterns in existing data & make confident predictions on new data

Predictive Models And Machine Learning

Statistics Model building

Cross-validation Algorithms

Transformation

Machine Learning Challenges for Developers

Statistics Model building

Cross-validation Algorithms

Transformation In production

Machine Learning Challenges for Developers

Machine Learning Challenges for Developers

Statistics Model building

Cross-validation Algorithms

Transformation In production At scale

Large opportunity to apply ML

Low barrier to entry

Easily create machine learning models

Visualize and optimize models

Put models into production in seconds

Battle-hardened technology

Introducing Amazon Machine Learning

Train and optimize models on GBs of data

Batch process predictions

Real-time prediction API in one-click

No servers to provision or manage

Easy to Use, High Performance

Amazon Machine Learning is integrated across AWS data stores

S3, Redshift and RDS

Wealth of data now available to ML

Data & Amazon Machine Learning

1

2

Build model

Validate & optimize

3 Make predictions

1

2

3

Build model

Validate & optimize

Make predictions

3 Make predictions

Asynchronous predictions with trained

model

Batch predictions

Synchronous, low latency, high throughput

Mount API end-point with a single click

Real-time predictions 1 Build model

2 Validate & optimize

Invention Is Continuous

5

For Example, Consider Compute…

m1.small General Purpose (M3 & M4)

Compute Optimized (C4)

Memory Optimized (R3)

GPU Optimized (G2)

Storage Optimized (D2)

IO Optimized (I2) Low cost, burst-able performance (T2)

Building With Smaller Blocks

Quicker to build Lower cost Easier to adapt and update

Amazon EC2 Container Service

Launch and terminate Docker containers

Across a cluster of EC2 instances

Mount persistent volumes at launch

Private Docker repositories

Amazon Elastic Beanstalk

+ Amazon EC2 Container Service

EC2 Container Service Is Now Generally Available

Available to all customers

Management console

Geographic expansion

US East, US West, EU West and Japan

CloudTrail integration

aws.amazon.com/ecs

Containers, the Cloud & Application Architecture

Application portability

Environment fidelity

Continuous deployment

High availability & scale

The Four Horsemen of Container-Based Applications

Application components

Resource description

Capacity pool

Placement & management

1 2 3 4

Application components with various resource requirements A pool of capacity on EC2

Application components with various resource requirements A pool of capacity on EC2

Application components with various resource requirements A pool of capacity on EC2

Application components with various resource requirements A pool of capacity on EC2

v2v2

v2

v2

Application components with various resource requirements A pool of capacity on EC2

A New Service Scheduler For Long-running Applications

Scale containers up and down

Distribute traffic via ELB

Automatically recover unhealthy

containers

Deploy updated containers & definitions

Shrinking Compute To Atomic Scale With AWS Lambda

AWS Lambda: An Event Driven Computing Service

Events from AWS services Cloud Functions in Node.js

Automatic execution with no servers to provision

How Are Customers Using AWS Lambda?

Data triggers Stream processing Indexing & synchronization

IoT Server-free back-end

us-west-2 ELB

ELB

Bidders

Ad Servers

us-east-1 ELB

ELB

Bidders

Ad Servers

eu-west-1 ELB

ELB

Bidders

Ad Servers

ap-southeast-1 ELB

ELB

Bidders

Ad Servers

ap-northeast-1 ELB

ELB

Bidders

Ad Servers

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

Call Cloud Functions Directly

New AWS Lambda Functionality For Mobile Developers

AWS Mobile SDK support

Integration with Amazon Cognito

Amazon SNS triggers

Now Generally Available + New Features

Cloud functions in

Java

Call Cloud Functions Directly

Integration with Amazon Cognito

Amazon SNS triggers

AWS Mobile SDK support

New AWS Lambda Functionality For Mobile Developers

Now Generally Available + New Features

Amazon Machine Learning real time prediction API

Application DynamoDB

Identity via Cognito

Direct

Event-driven

Security in the Cloud is Stronger than On-premises

6

Increasing your Security Posture in the Cloud

AWS security approach

Size of AWS security team

Visibility into usage & resources

Broadest Certification & Accreditations

Security Benefits from Community Network Effect

Partner ecosystem Customer ecosystem Everyone

benefits

Customers control their data

Shared responsibility model

EU Data Protection RegulationsData Controllers & Data Processors

Data protection & model clauses

Tools to Manage Cloud Security & Compliance

AWS CloudTrail Amazon VPC AWS IAM

AWS Config AWS Key Management Service

WorkSpaces App Marketplace

Amazon VPC Flow Logs Log and view network traffic flows

Moving To The Cloud Is Not A Binary Decision

7

On-premises Cloud ? What Role Does Hybrid IT Play?

Broadest Services For Hybrid IT

On-premises AWS

Virtual Private Cloud

Direct Connect AWS Config

Storage Gateway

Integrated networking

Directory Service

Identity Federation

Integrated identity

Integrated management

AWS CloudTrail

Backups

OpsWorks

Deployment

CodeDeploy

vCenter & System Center plugins

Hybrid IT Is Part Of The Journey, Not The Destination

Customers & Partners Are All-in On The Cloud And AWS

8

Bold Move In 2009

In 2014:

“Friends don’t let friends build data centers”

Charles Philips, CEO

All-in With AWS: Now Common in 2015 Enterprise customers ISV partners

Public Sector Seeks To Do More with Less

9

AWS Educate

Institutions Educators Students

Access cloud content, training, collaboration tools, and AWS technology by joining AWS Educate today.

Frankfurt is the fastest growing international region

Over 130+ jobs in the six months

Pop-up Loft in Berlin

Quick AWS News Recap

Fighting Gravity

Thank You