PREPARE YOUR IT INFRASTRUCTURE FOR THANKSGIVING:

TAKING E-COMMERCE TO THE CLOUD

Jeff Barr
Senior Manager and Evangelist Amazon Web Services

Harish Ganesan
CTO and Co-Founder 8KMiles Cloud Solutions

Agenda
Retail E-commerce Landscape Intro Intro to AWS Why consider AWS for E-commerce Amazon Auto Scaling Demo Q&A
Send your questions to webinar@8kmiles.com

The Grass is definitely Green! On the Retail Landscape side

US E-Commerce is expected to reach $278.9 billion in 2015 5.5 billion new customers shopped online for the first time in 2010, driving 30% of the annual online sales 83% say they prefer to shop online rather than go to crowded stores during Thanksgiving weekend
Forrester US Online Retail Forecast 2010 to 2015

Facts about Thanksgiving and Holiday Season

Thanksgiving and the holiday season accounts for 60-65% of annual online sales E-Commerce companies see 4X to 6X of normal traffic 2010 Black Friday had online sales of 700 million dollars Highest Online spending in a day so far!

Performance Matters! (More than Ever)

Gomez 2010

What is Amazon Web Services?

Amazon Web Services is a cloud computing platform that provides flexible, scalable, and cost-effective technology infrastructure for businesses of all sizes around the world

utilizing the knowledge, expertise, and tools used to run Amazon.coms global web properties for over a decade.

AWS Computing Platform

AWS is a Safe Bet

Certifications :
ISO 27001 , PCI-DSS Level 1, Physical /NW security

Encryption :
SSL Endpoints , Encrypted FS

Access control:
IAM , Security groups , EC2 instance isolation

VPN :
Amazon Virtual Private Cloud (VPC)

E-Commerce: IT Challenges 1. Capacity utilization in normal times 2. Scaling and capacity planning for peak times 3. Unexpected Demand Surge 4. Lead times for leasing / procurement

Online Retail Website - Capacity Utilization during a typical week

E-Commerce: IT Challenges 1. Capacity utilization in normal times 2. Scaling and Capacity planning for peak times 3. Unexpected Demand Surge 4. Lead times for leasing /procurement

Capacity over provisioning during Holiday Season

E-Commerce: IT Challenges 1. Capacity utilization in normal times 2. Scaling and capacity planning for peak times 3. Unexpected Demand Surge 4. Lead times for leasing /procurement

Unexpected Demand Surge during Holiday season

Opportunity Cost/Total Impact = [(%Downtime) + 0.3*(%Page Load Times >4 seconds)] * Sales

E-Commerce: IT Challenges 1. Capacity utilization in normal times 2. Scaling and capacity planning for peak times 3. Unexpected Demand Surge 4. Lead times for leasing /procurement

Lead Time for leasing / procurement

Procurement of On-premise hardware takes over a month on average Leasing takes about 2-4 weeks Deployment may take longer depending on the complexity of your architecture Plan it in advance (or) front page of news papers

Which translates to the following questions for IT How to address scalability How to ensure application is Highly Available How to maintain performance levels How to optimize costs

Solution = AWS
Scalability using Amazon Auto Scaling High Availability using Multiple Availability Zones (AZ) and AWS building blocks Performance using CDN, ELB, Caching and DB Cost control by pay-for-use model

Scalability using Amazon Auto Scaling

EC2 Instance Elastic Load Balancer

EC2 Instance

Amazon CloudWatch
Scale Up

Scale Up Rule Scale Down Rule Predefined Scaling Activity

Scale Down

Scale Up

Auto Scaling Group

Scale Down

Traditional Scaling

Fixed capacity Under utilization of resources Cost Leakage

Amazon Auto Scaling

Align no. of instances with demand Flexible capacities and scaling sizes Save costs

Amazon Auto Scaling benefits

Dynamically scale fleet of EC2 instances Traffic spikes can be handled with ease Drive scaling from actual metrics Predefined scaling activities:
Periodic (daily traffic surge) One-time (special advertising to drive traffic)

Solution = AWS
Scalability using Amazon Auto Scaling High Availability using Multiple Availability Zones (AZ) and AWS building blocks Performance using CDN, ELB, Caching and DB Cost control by pay-for-use model

Source : AWS

1
HTTP/S requests hit the Amazon Load Balancer from the browser or mobile devices

AWS Elastic Load balancer

AZ: US-EAST-1a AZ: US-EAST-1c

Infrastructure is spread across Multi AZs of AWS inside a Region

AWS Security Groups

Web/App EC2 Web/App EC2

AWS Elastic Load balancer directs requests to EC2 instances across Multiple AZs

Auto Scaling

Auto Scaling

Cache Clusters

Cache Clusters

Amazon AutoScaling automatically launches new EC2 instances across Multiple AZs Amazon RDS is configured with Multi AZ Hot Standby and Read Replicas

Read Slave 1 DB Master

Read Slave 2 DB Standby

Deployment

Leverage AWS Building blocks

Inherently Fault Tolerant
Amazon S3 Amazon CloudFront Amazon CloudWatch Amazon SimpleDB Messaging
Simple Queue Service (SQS) Simple Notification Service (SNS) Simple Email Service (SES)

Solution = AWS
Scalability using Autoscaling High Availability using Multi AZ and AWS building blocks Performance using CDN, ELB, Caching and DB Cost control by pay-for-use model

Content Delivery Networks

Use Amazon CloudFront to distribute content with low latency and high data transfer speeds

Source : AWS

Elastic Load Balancing (ELB)

ELB does not ramp up rapidly
Pre warm your Amazon Elastic Load balancers for the big day

SSL offloading on ELB

Caching
Use Caching technologies
Amazon ElastiCache (beta) Memcached / Membase

Database performance
Add Multiple Read Slaves to Relational Database Service (RDS) Scale Up RDS with ease Shard RDS (or) RDBMS Multiple EBS disks in RAID configuration

Solution = AWS
Scalability using Autoscaling High Availability using Multi AZ and AWS building blocks Performance using CDN, ELB, Caching and DB Cost control by pay-for-use model

AWS is Cost effective

Cost Flexibility On demand
Pay only for what you use No upfront commitments

Cost Comparison (Traditional vs. AWS)

$180

Server Costs (in 000 dollars)

$160

$140 $120 $100

$80 $60 $40 $20 $-

Total percentage savings during Holiday season by switching to Cloud

$165

64%
$33

$59

Assumption: Normal Traffic: 10 quad core servers (extra large) Holiday Traffic: 50 quad core servers (5 times normal traffic) On AWS: 18 hours of Peak Traffic 6 hours of Normal Traffic

$15

$33

$15

$33

$15
Q4

Q1 Traditional Hosting

Q2

Q3

Amazon Web Services

With AWS you can keep Costs low: - Move from Cap-ex to Op-ex - Scale on-demand (no upfront commitments)

AWS use cases for E-commerce apps

Run your entire application on AWS Run AWS as your extended Data Center (DC) AWS as Primary site and Existing DC for Disaster Recovery (DR-Hot ) AWS for Disaster Recovery (DR-Cold, Warm, Hot)

AWS Infrastructure

Existing Data Center

Production Content Search Catalog Recommendations Social apps Shopping Analytics Comparisons Mobile Site Others Browse only site Test/Dev Infra Configuration Mgmt

Web Services SOAP, Rest , JSON

FTP , SFTP , SSH

Production Inventory Order Management Payment Fulfillment Customer Service

Amazon VPC

AWS benefits for IT

Scale capacity on demand Derive value from good architecture No fear of lost sales because of slow load times or server being unavailable Focus on product and business Turn fixed costs into variable costs Cost Effective

Summary
AWS is the right fit for e-commerce applications AWS provides cost-effective infrastructure to handle any level of traffic Multiple approaches and use cases to leverage AWS in addition to existing IT Architecture is critical Time to get started for this season is NOW

8KMiles - Who we are

Amazon Web Services Partner Help companies leverage Cloud Computing Expertise across the entire suite of AWS products Team of experts located in United States, India & Singapore

Q&A
8KMiles cloud.8KMiles.com Call: 636-544-8413 cloud@8KMiles.com

Amazon Web Services aws.amazon.com aws.amazon.com/contact-us/aws-sales

Thank You!