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Maintaining Performance & Availability While Lowering Costs with AWSDean SamuelsSolutions Architect Manager

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What You’ll Get Out of This Session• A lower AWS bill• Maintain high performance while minimising cost• A more scalable, robust, dynamic architecture• More time to innovate• Real-world customer examples• Easy to implement

Pay as you Go, No Upfront Investment

Replace capital expenditure with variable expense

Low ongoing cost

Customers leverage our economies of scale

Easily Scale Up & Down

No need to guess capacity requirements and over-

provision

PRICEREDUCTIONS

Speed, agility and innovation

Infrastructure in minutes not weeks

Focus on business

Not undifferentiated heavy lifting

Global Reach

Go global in minutes and reach a global audience

Cloud Computing Benefits

You’re using AWS.You like it.

A couple assumptions…

But maybe you are spendingmore than you planned

Or you’d just like to spend less

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Or in other words…..

Going From:

• Paying for what you

use

To:

• Paying for what you

need

What should you do??

1. Limit Resource Provisioning…

By Controlling Who Can Provision Resources…

Identity andAccess Management

Roles Permissions

2. Understand What is Deployed & What it Costs…

By Employing Tags…• Key (Attribute): 127 Unicode

characters

• Value (Detail/Description): 255 Unicode characters

• Tags per resource: 10 tags

Jane_Doe

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…And Using The Different Types of Tags Appropriately

Resource Tags• Provide the ability to organize and search within and across resources• Filterable and Searchable• Do not appear in Detail Billing Report

Cost Allocation Tags• Provide the ability to map AWS charges to organizational attributes for accounting purposes• Information presented in Detailed Billing Report and Cost Explorer (must be explicitly selected)• Only available on certain services or limited to components within a service (e.g. S3 bucket but not objects)

Tag Key Examples

Cost Center Business Unit

Environ. Tier

Owner

Dept./ Group

Product / Application

Shutdown Time

Support ContactEndpoint

Backup

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AWS Config Rules

• Set up rules to check configuration changes recorded• Use pre-built rules provided by AWS• Author custom rules using AWS Lambda • Invoked automatically for continuous assessment • Use dashboard for visualizing compliance and identifying offending

changes

Customer Example

Large Financial Services

Customer“No tags? No

instance”

3. Proactively Monitor Your Account Billing Usage…

By Using Detailed Billing Reports andEnabling Billing Alerts…

…And Configuring Simple…

…Or Advanced Alarms in CloudWatch…

…Alongside Cost Explorerhttp://amzn.to/1zHE2Fj

…Or Using an AWS Partner Tool…

Customer Example – Kellogg“CloudWatch helps our people make better decisions around the capacity they need, so that they can avoid waste…”

“We were never able to do that with our on-premises infrastructure. AWS breaks down usage and cost to such a granular level that we can identify which costs come from which department, like a toll model.”

4. Identify Idle Resources and Turn Off Unused Instances…

…Using Trusted Advisor…

Trusted Advisor

…Or Amazon CloudWatch to Monitor,Collect and Track Metrics…

Amazon CloudWatch

…Or (Again) Using an AWS Partner Tool…

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Customer Case Studies

Pfizer’s high performance computing (HPC) software and systems for worldwide research and development (WRD) support large-scale data analysis, research projects, clinical analytics, and modeling. “We accomplished this by customizing the job scheduler in our HPC environment to recognize workload, and start and stop instances as needed to address the workflow”

RunE2E for Kenneth Cole leverage several AWS APIs for starting/stopping the system, increasing system capacity based on demand needs, and changing security profiles providing a low cost but scalable environment to run its business.

“Instance actions, such as create, stop, start, and terminate, can very easily be scheduled as an event. For example, now we can terminate all instances automatically after a training class, thereby eliminating the generation of unnecessary cost”

4. Design for Elasticity Rather Than Deploy for Peak…

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By Picking the Right Instance Type…

Instance Type vCPU Mem(GiB)

Monthly Cost (OD)*

Ideal use case

m3.medium 1 3.75 $48.24 Always available, balanced

m4.large 2 8 $90.72 Latest generation, always available, balanced

c4.large 2 8 $79.20 Always available, compute

r3.large 2 15 $126.00 Always available, memory

g2.xlarge 8 15 $468.00 Always available, GPU

d2.xlarge 4 30.5 $496.80 Always available, storage

t2.medium 2 4 $37.44 Bursty workloads

* Assumes Amazon Linux Instances in US-East at 720 hours per month

Customer Example – KaplanWe quickly converted a hefty percentage of our systems to run under this EC2 Instance type, and have seen major cost reductions without affecting performance whatsoever.

For all instances built for Kaplan moving forward, the T2 is going to be the preferred option unless measured or load-tested computing needs demand otherwise.

Using Autoscaling….

Automatic resizing of compute clusters based on demand

Trigger autoscaling policy

Feature DetailsControl Define minimum and maximum

instance pool sizes and when scaling and cool down occurs.

Integrated to Amazon

CloudWatch

Use metrics gathered by CloudWatch to drive scaling.

Instance types Run Auto Scaling for On-Demand and Spot Instances.

AWS autoscaling create-autoscaling-group— Auto Scaling-group-name MyGroup— Launch-configuration-name MyConfig— Min size 4— Max size 200— Availability Zones us-west-2c

…And Adjusting for Utilization and Granularity

More smaller instances vs. less larger instances

29 m4.large @ $0.126/hr$2,630.88 / mo*

59 t2.medium @ $0.052/hr$2,203.20 / mo*

*Assumes Linux instances in US-East at 720 hours per month

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Customer Case Studies

“We believe auto scaling greatly improves the availability of our services and provides an excellent means of optimizing our cloud costs.”

http://techblog.netflix.com/2012/01/auto-scaling-in-amazon-cloud.html

Siemens Healthcare Diagnostics helps advance human health through innovation. By using services such as ELB, Amazon SQS, Amazon EC2, Amazon RDS, Auto Scaling, Amazon ElastiCache, and AWS CloudTrail, Siemens has built a secure, HIPAA-compliant, and scalable platform on AWS.

The array of AWS products offers TicketLeap a potent solution. The company uses Amazon EC2, Amazon RDS, Amazon CloudFront, Amazon S3, ELB, Auto Scaling, and cloud monitoring services as the foundation for its platform.

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5. Architect Your Workload with Cost in Mind

Select Reserved Instances for SteadyState Workloads…

Up to 60%+ Savings*

(and Capacity Reservation)

Commitment Level• 1 Year• 3 Year

AWS Services Offering RIs • Amazon EC2 • Amazon RDS• Amazon DynamoDB• Amazon Redshift• Amazon ElastiCache

* Dependent on specific AWS Service, size/type and Region

Or Spot Instances for Non-Stateful (Time Insensitive or Fault Tolerant) Workloads…

90%+ Savings!*

Minimum Commitment• Commit to 1 hour

Tradeoff• Potential for interruption

* Compared to On Demand price based on specific EC2 instance type, region and availability zone

…Or A Combination of All Three1. Start by using RIs for

known/steady-state workloads2. Set-up multiple autoscaling groups3. Autoscale first using Spot first4. If Spot instances are unavailable

(or priced too high), use On-Demand

1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 240

2

4

6

8

10

/Spot Instances

On DemandSpotReserved Instance

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Customer Case Studies

As one of the world’s largest dance fitness programs, Zumba Fitness needed a scalable and high performance website. When Zumba migrated its website to AWS in 2009, the company saved 39% on computing resources by using Amazon Reserved Instances. Zumba could also scale easily to serve up 7 TB of images to its customers each month.

Project that involved screening 10 million compounds against a common cancer target in less than a week. They calculated that it would take 50,000 cores and close to a $40 million investment if they wanted to run the experiment internally. The project ran across 10,600 Spot Instances (approximately 87,000 compute cores) and allowed Novartis to conduct 39 years of computational chemistry in 9 hours for a cost of $4,232. Out of the 10 million compounds screened, three promising compounds were successfully identified.

Leverage The Right Storage Classes…

AWS Cloud

Amazon Glacier

Gateway Appliance/ AWS Storage Gateway

Amazon S3

Block File

On-premises Data Center

Archive Backup Disaster Recovery

Amazon EBS

• Reduced redundancy storage class– 99.99% durability vs. 99.999999999%– Up to 20% savings– Everything that is easy to reproduce– Use Amazon SNS lost object

notifications• Amazon Glacier storage class

– Same 99.999999999% durability– 3 to 5 hours restore time– Up to 64% savings– Archiving, long-term backups, and old

data• Use S3 Lifecycle rules

– Archive objects to Glacier after x days– Delete objects after y daysAmazon EFS

…Alongside AWS Managed or ApplicationServices…

Elastic LoadBalancing

(ELB)

Amazon Relational Database

Service (RDS)

Amazon ElastiCache

Amazon DynamoDB

Amazon Simple Queue Service

(SQS)

Amazon Simple Email Service

(SES)

AmazonLambda

Amazon Elastic MapReduce

(EMR)

Amazon Simple Notification

Service (SNS)

Amazon Kinesis

Amazon Route 53

Amazon Redshift

To Offload Your Architecture…

+

Standard Setup

• 4 x Medium Instances$193

• AWS Data Transfer 1 TB$92

• Total = $285

Optimized• 1 x Medium Instance

$48• CloudFront Data 1 TB

$87• CloudFront Requests (10M)

$7.5• Total = $142.5

50%

6X

Cheaper

Faster

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Customer Case Studies

Airbnb is a community marketplace for unique vacation spaces around the world. Airbnb benefits from the scalability, agility and reliability provided by Amazon Web Services, including Amazon EC2, Elastic Load Balancing, Amazon S3, Amazon EMR, Amazon CloudFront, Amazon CloudWatch, and Amazon RDS.

The Internet Movie Database (www.imdb.com) is one of the world’s most popular and authoritative sources for movie, TV and celebrity content with more than 100 million unique visitors per month. IMDb uses AWS and Amazon CloudFront to host search data, making the search experience the fastest possible by distributing the content physically close to IMDb's worldwide user base.

PBS, a private, non-profit corporation, provides content through television, the Web and mobile applications. PBS Interactive, the department responsible for PBS’ Internet and mobile presence, improved its video streaming performance by migrating to AWS to utilize the content delivery service Amazon CloudFront and increase its existing usage of Amazon S3.

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Customer Case Studies

PlaceIQ, a location-based intelligence company in New York City, provides location intelligence for mobile advertising. The company uses Amazon ElastiCache and AWS to improve its web service response time by 83%.

Sanoma Games designs casual online gaming and fantasy sports leagues as part of the Sanoma diversified media group. The business unit recently closed its local datacenter in order to build a scalable, service-based architecture that can facilitate expansion into additional markets and gaming categories. Cloud management specialist Nordcloud was appointed to create and manage the new environment, which now includes Amazon RDS, Amazon EC2, Amazon S3, Amazon ElastiCache, and Amazon CloudWatch.

SpareFoot.com helps self-storage facilities market their extra space, and helps consumers make educated decisions on which storage unit is best for their needs. In order to manage a network of consumer facing sites, the company uses several AWS products—including Amazon RDS, Amazon ELB, Amazon S3, Amazon ElastiCache, Amazon CloudWatch, and Amazon CloudFront—to create a stable system and reduce time, costs, and labor.

Go Server-less!

Amazon Lambda

Amazon S3

Amazon SES

Amazon SNS

Amazon Cognito

Amazon Mobile Analytics

JavaScript SDK

High ScoresTable

Amazon Lambda

Web Server Authentication & User High Score Storage

Compare User High Score to Global Top 10

DynamoDB

UsersTable

DynamoDB

Notify Top10On New High Score

Obtain Top10Contacts & Send Messages

Send E-MailRecord Usage Statistics

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7. And Remember to Iterate!

Architect

BuildMonitor

• New Instance Types/Families (e.g. m4s)

• New Technologies (e.g. Amazon RDS for Aurora, AWS Service Catalog)

New Prices

…And Use ConsolidatedBilling• Receive a single bill for all

charges incurred across all linked accounts‒ Share RI discounts‒ Combine tiering benefits / Volume

discounts

• View & manage linked accounts• Add additional accounts

Let’s RecapLimit Resource ProvisioningUnderstand What is Deployed and What it

CostsProactively Monitor Your Account Billing

UsageDesign for Elasticity Rather Than Deploy for

PeakIdentify Idle Resources and Turn Off

Unused InstancesArchitect Your Workloads with Cost in MindBe Cognizant of Technology Lifecycle

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