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Startups and Mobile Apps on AWS

이수형 수석, Solutions Architect, AWS

November 27, 2013

The most radical and

transformative of

inventions are those that

empower others to unleash

their creativity - to pursue their dreams.

Unleashing Creativity What if we re-invent…

How people can access

their favorite music?

Unleashing Creativity What if we re-invent…

How people read

magazines on the go?

“Amazon Web Services is probably the

most important thing that has happened to

mobile and web app developers that the

press just misses. Jeff Bezos has

accidentally or maybe on purpose

powered a whole generation of

applications.”

Steve Blank

AWS powers today’s hottest startups

These startups …

DURABILITY

SECURITY

SCALABILITY

RELIABILITY

AFFORDABILITY

are getting the same… as these companies:

Reason #1: Startup needs = basic value prop of cloud

Replaces high fixed costs with low variable costs

Replaces guesswork of self-hosting with elastic

infrastructure

Replaces long lead times with immediate access to

unlimited resources

Why do Startups Use AWS?

Reason #1: Startup needs = basic value prop of cloud

Replaces high fixed costs with low variable costs

Replaces guesswork of self-hosting with elastic

infrastructure

Replaces long lead times with immediate access to

unlimited resources

Why do Startups Use AWS?

More innovation, more experimentation, more startups

Startups pre-AWS

Replace High Fixed Costs with Low Variable Costs

• 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

SocialCam Migrates to AWS in One Evening, and Scales its

Application to Run on over 20 Million Devices

Startups pre-AWS

Demand

Unhappy Customers

Waste $$$

Traditional

Capacity

Capacity

Demand

AWS Cloud

Replaces guesswork of self-hosting with elastic IT

S M T W T F S

Instead of

Infrastructure in Weeks…

…get Infrastructure in Minutes

Replaces long lead times with immediate access to

unlimited resources

Reason #1: Startups belong in the Cloud

Reason #2: AWS is the Right Cloud Partner

Massive Scale

Customer Focus

Global Footprint

Why do Startups Use AWS?

Why do Startups Use AWS?

Reason #1: Startups belong in the Cloud

Reason #2: AWS is the Right Cloud Partner

Massive Scale

Customer Focus

Global Footprint

Every Use Case, Every Developer, Every Stage

• Instagram is a mobile photo and video

sharing site with millions of customers

• The company’s small engineering team

needed solutions that would enable them to

scale

• AWS provided Instagram with rapid, cost-

effective scalability that enabled quick growth

Leveraging AWS, Instagram scales to become one of the

most popular networks in the world

“Your users around the world don’t care that you wrote your own DB”

Mike Krieger, Instagram Cofounder

9 Regions | 25 Availability Zones | 40 Edge Locations

Global Infrastructure

AWS Pace of Innovation Significant Feature and Service Releases by Year

EACH DAY

when it was a global

$5.2B

enterprise with 7,800

employees in 2003.

adds the equivalent

server capacity to power

9 24

48 61

82

159

235

2007 2008 2009 2010 2011 2012 2013Nov

Reduced Prices

More Customers

More AWS Usage

More Infrastructure

Economies of Scale

Lower Infrastructure

Costs

38 Price

Reductions

Since 2006

Continuous Expansion and Customer Focus

Mobile Apps on AWS

acquired by Facebook for $1B April 2012

valued at $3B November 2012

valued at $2.5B February 2013

acquired by Yahoo! for $1.1B May 2013

acquired by Google for $1.1B June 2013

acquired by Facebook April 2013

The Right Partner from Zero to Global Scale

Mature and Fully Functional

Development and Management

Application Services

Compute Storage Database

Networking

AWS Global Infrastructure

CloudFormation Data Pipeline CloudWatch Elastic Beanstalk OpsWorks IAM

SWF SQS SNS SES Elastic Transcoder CloudSearch

EC2

EMR

ELB

Auto Scaling

EBS S3

CloudFront Glacier

RDS ElastiCache

DynamoDB Redshift

Mature and Fully Functional

Networking

AWS Global Infrastructure

An extensive set of SDK and IDE support enables you to

build applications tailored to your language or platform.

SDKs for your preferred platform and language…

…integrated into your preferred IDE

Eclipse Visual Studio CLI Powershell

Android iOS Java nodeJS .NET PHP Python Ruby

Some Managed Services for Mobile Development

• DynamoDB: Unbounded scale with zero ops

• Elasticache: Accelerate application performance

• Simple Queue Service (SQS): Reduce your

latency with asynchronous processing

• S3: Highly durable, highly scalable object store

Mobile App Development Made Easy

Web Identity

Federation

DynamoDB

Geospatial

SNS Mobile

Push

Easy login with

Google, Facebook

and Amazon Identities

Easily enrich your

data with geospatial

information

One simple API for

Apple, Google and

Amazon devices

SNS Mobile Push

Mobile push notifications engage customers when your app

is not currently active.

• Users opt-in to receive them

• Delivered to a specific app

on a specific device

• Short messages: read, ignore, or

acknowledge to launch the app

Your cloud application directs mobile push notifications to

a specific app on a specific device

Cloud App Mobile Apps

Notifications are delivered via platform-specific push

services, which keep connections with their devices.

Cloud App Mobile Apps

Platform

Service

Developers manage tokens for each device, and must

proactively swap or disable them based on feedback.

Platform

Service

Token Registration

Token

Feedback

Each platform-specific push service works differently.

Apple APNS

Google GCM

Amazon ADM

• Different APIs

• Different Features

• Different Feedback

Push notifications get even more complex as you scale to

support millions of devices.

Cloud App

Platform Services Mobile Apps

Developers use intermediaries to abstract platform-specific

APIs and manage tokens for millions of apps.

Mobile Apps Push Intermediary

Developers use intermediaries to abstract platform-specific

APIs and manage tokens for millions of apps.

Abstraction so your app

can engage users on

any platform

Manage tokens to

ensure messages are

delivered reliably

Operational complexity

Scalability takes work

Cost – even though the

platform services

themselves are free

Amazon SNS Mobile Push is a managed, scalable, cross-

platform push intermediary service.

Amazon SNS

Mobile Push

Apple Devices

Google Devices

Amazon Kindle Fire Devices

Apple

Kindle

Fire

Kindle

Fire

Google

Publish

You can send a distinct payload for each platform, or

publish one common message for all platforms.

Specify Platform-Specific Payloads

Apple

Kindle

Fire

Kindle

Fire

Google

Publish

Publish Once, Deliver Anywhere

You can publish unique messages to individual devices, or

broadcast identical messages to many devices at once.

Publish

Publish

Publish

Publish

Direct Publishing Broadcast with SNS Topics

SNS consumes feedback from each platform and manages

swapping and disabling tokens on your behalf.

Amazon SNS

Mobile Push Token

Registration

Token

Feedback

Cloud App

• Write to one

stable endpoint

per device

• You can access

the feedback, but

you don’t have to

do so in order to

use SNS

SNS offers easy scalability, so you can just start sending

more messages as your app achieves scale.

• Go from a few messages to hundreds of millions

• Go from a few devices to hundreds of millions

...without provisioning, configuring or managing

...without sacrificing reliable, durable delivery

The console makes it easy to get started with

SNS Mobile Push, and easy to migrate existing apps.

• One simple workflow to create apps on any platform

• Upload or paste in exactly the credentials you receive from each platform

• Easily migrate an existing application by batch-uploading existing tokens

You can get started for free.

1 Million Free per Month • 1 million publishes + 1 million mobile push notifications

$1.00 per Million Thereafter • $0.50 per million publishes + $0.50 per million mobile push deliveries

• When you broadcast with SNS Topics, your effective price can be lower

Amazon SNS

Mobile Push

Quick Review:

• Cross-platform push to Apple, Google and Amazon

• 1m free per month, and $1.00 per million thereafter

• Seamless scalability with durable, reliable deliveries

• Easy token management

For More Information:

• SNS Detail Page and Docs: http://amzn.to/179ee7r

• Getting Started + Sample Apps: http://amzn.to/15rs1DV

• Email: aws-sns-mobile-push@amazon.com

Any Questions?

감사합니다.

이수형 수석, Solutions Architect, AWS

November 27, 2013