How to Run Your Startup on Amazon Web Services Presentation

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Running Your Startup on
Amazon Web Services

Alex Iskold
Founder/CEO AdaptiveBlue
Feature Writer ReadWriteWeb
This session is about:

Amazon Web Services (AWS) -
robust, scalable and affordable
infrastructure for cloud computing.
We will cover:
 The Basics of Cloud Computing
 The Benefits of Using Amazon Web Services
 Amazon Web Services Stack
 How AdaptiveBlue is using AWS
 How you can get started using AWS
Basics of Cloud Computing
Basics of Cloud Computing

Scalable Hardware Layer
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decompressor decompressor decompressor decompressor decompressor decompressor
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Basics of Cloud Computing

Software Infrastructure Layer
Grid Storage Queue
Service Service Service

QuickTime™ and a
decompressor
are neede d to se e this picture.
Storage
Storage Service
Service New Server
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decompressor
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QuickTime™ and a
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Storage
Service

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The data is automatically
re-partitioned/re-balanced to
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take advantage of the new server
5 Benefits of Using
Amazon Web Services
1. Pay-per use model

You are only charged for disk space,
CPU time and bandwidth that you use.
2. Instant scalability

Your Service automatically
scales on AWS stack.
3. Reliable/Redundant/Secure

Infrequent outages (so far).
Data is redundant in the cloud.
All services have built-in security.

* Soon will add Comprehensive to the list.
4. Most services accessed via simple
REST/SOAP API

Libraries are available in all major languages.
Minimal learning curve.
5. Amazon - Experience &
Commitment

Amazon has been doing this for ~15 years.
Company-wide commitment to AWS.
Amazon Web Services Stack
Elastic Cloud Simple Storage
Service (EC2) Service (S3)

Simple Database Simple Queue
Service (SimpleDB) Service (SQS)
Elastic Compute Cloud (EC2)

On-demand grid
EC2 in a Nutshell
Usage:

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• Create Machine Image
• Deploy the image to S3
• Start 1 or more instances
• Use it as regular machine(s)

Main Options:
Machine • Dynamic/Static IPS
Image • Choose cores
(OS + Apps) • Choose locations
• Persistence via EBS
Sample EC2 Use Cases
Batch Processing

 All instances are configured with the same code.
 Each instance operates on a subset of data.
 Partitions are specified in configuration file.

Web Service

 All instances are configured with the same code.
 One or more instances are configured as load balancers
(HAProxy for example).
 DNS Server distributes requests between load balancers.
EC2 vs. Web Hosting Company
Good

 Instantly add new instances
 Full-control over the machines and choice of the environment
 Likely cheaper (but depends on your exact situation)

Bad

 Need to put the images together and manage instances
 No dedicated technical support
(but there is premium support and RightScale solutions)
Simple Storage Service (S3)

Large media and everything else storage.
S3 in a Nutshell
Amazon S3 Idea:

Bucket 1 Bucket N Put/Get objects into buckets
… based on unique keys.

Put object Get object Main Features:

• Public/Private access.
Client • Support for large objects.
Sample S3 Use Cases
Image/Video storage

 Put your media once on S3 and then serve it up
 Reads are 10 times cheaper than writes!

Serialize your Java Objects

 Define unique key based on the object attributes
 Write out binary serialized version to a stream
 Write bytes to S3
 Read them back when needed
Simple Database Service (SimpleDB)

Basic database and indexing service
Simple DB in a Nutshell
Simple DB Domain
Idea:
Record 1
Key1 Attributes: A1,A2… Create flat database with
… auto-indexed tables.
Record N
Key2 Attributes: A1,A2… Main Features:

• Each attribute is indexed.
Get record • Record structure is flexible.
Put record Query records • Basic operators in queries
• Supports sorting.
Client
Sample SimpleDB Use Cases
Index Media files stored on S3

 Use the same key as on S3
 Write the record with each metadata element as attribute

Store flat objects

 Use SimpleDB as a storage for non-nested data
Simple Queue Service (SQS)

Infinite Asynchronous Queue
SQS in a Nutshell
SQS Queue
Idea:
Message 1
… Create an infinite
asynchronous queue.
Message N

Receive Main Features:
Send Message
Message • Multiple queues
• Upto 4K messages
Writer Reader • Message Locking
Sample SQS Use Cases
Twitter Friend Update

 For each update generate a task to update friends
 Process updates in order

Publish/Subscribe

 Post messages to the queue to inform multiple subscribers

Process Pipeline

 Use different queues to put, for example, and order through a pipeline.
How AdaptiveBlue uses
Amazon Web Services
AdaptiveBlue Overview
We develop browser enhancement technologies that
deliver contextual relevant information into the user
current page:

1. What did your friends and other people think about it?

2. How popular is this book right now?
QuickTime™ and a
decompress or
are needed to see this picture.

3. What are additional relevant links for this book?
AdaptiveBlue & AWS
Background

 One of the first companies to use AWS
 Started with using S3
 Now using S3, SimpleDB, EC2 and
Commerce Service
AdaptiveBlue AWS Architecture
Web Browser 1 … Web Browser N

EC2
LB LB

WS1 WSn WS1 WSn

SimpleDB S3
AdaptiveBlue & AWS
On EC2:
 We are running web service and load balancers
On S3:
 We are storing XML representation of books, music,
movies, stocks, wines, etc. as well as XML of user profiles.
On SimpleDB:
 Records of interactions between users and things they are
looking at, liking or commenting.
 Records that map user ids to other services
 Records that map between our internal object keys and
URLs for this object around the web.
Noteworthy usage

 We turn SimpleDB into relational database via redundancy.

 We have person and object domains. Each time when the user
interacts with an object we write a record with
USERNAME/OBJECT_KEY pair into 2 domains - one object
domain, one person domain.

 This way we can instantly retrieve recent objects for a person
and recent people for each object.
AdaptiveBlue
Recommends AWS
 We love Amazon Web Services and couldn’t have built AdaptiveBlue
without them.

 Thanks to AWS we scale today to hundreds of thousands of users .

 Our current costs are < 2K per month.

 Amazon team has been nothing less than outstanding in supporting us and
helping us architect correct solutions.

 We recommend AWS to everyone who asks, because we believe that it
offers unprecedented head start, scalability and savings.
Amazon Web Services Resources

All you need - basic info, getting
started, pricing, tutorials, code,
forums - all on AWS home page:

http://tinyurl.com/ynfsn6