Delivering Media from the Cloud. Alex Dunlap Senior Manager, Amazon CloudFront

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Delivering Media from the Cloud

Alex Dunlap Senior Manager, Amazon CloudFront

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Today we will:

Agenda

• Provide a brief introduction to Amazon CloudFront.

• Examine common needs and challenges we’ve seen from

Media and Entertainment customers.

• Provide examples of how customers have met these needs

using AWS and Amazon CloudFront.

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CloudFront in a nutshell.

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Introduction to CloudFront

• Low latency. Improves media load times.

• High bandwidth. Enables high bit rate HD

video and other media applications.

• Redundant. Eliminates single points of failure.

• Scalable. Ensure great experience as number

of end users grows.

• Global. Worldwide network provides great

experience regardless of geography.

• Cost-effective. Pay as you go model provides

flexibility for your business.

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Key features for CloudFront.

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Introduction to CloudFront

• RTMP (Flash) and HTTP delivery

• Live and VOD

• Adaptive Bitrate Streaming

• HTTP/HTTPS File Delivery

• Private Content

• Programmatic Invalidation

• Industry-compliant, detailed Access Logs

• AWS Management Console

• Full control via APIs

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CloudFront’s global presence.

5

Introduction to CloudFront

Europe Amsterdam Dublin Frankfurt London Paris Stockholm Asia Hong Kong Tokyo Singapore South America Sao Paulo North America Ashburn, VA Dallas, TX Jacksonville, FL Los Angeles, CA (2) Miami, FL Newark, NJ New York, NY Palo Alto, CA Seattle, WA St. Louis, MO

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Rapid pace of innovation (and price cuts).

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Introduction to CloudFront

» CloudFront Public Beta

» Access Logging Capability

» CloudFront Management Console

» New Lower Pricing Tiers

» Private Content

» Streaming Video on Demand

» Singapore Edge Location » Private Streaming

» Price Drop

» HTTPS Support » Lower 1-Hour TTLs

» Access Logs for Streaming » NYC Edge Location

» Enhanced CloudFront Logs » Default Root Object » Invalidation

» Custom Origins

» Service Level Agreement » Jacksonville Edge Location

» Paris Edge Location

» (IAM) Identity & Access Management » Price Drop

» Free Inbound Data Transfer

» Stockholm Edge Location » Live Streaming Support

» Sao Paulo Edge Location » Second LA Edge Location

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What do M&E customers expect from a CDN:

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Needs and Examples

• Great performance to a global audience.

• Reliable delivery to wide range of clients.

• Scalability for unpredictable spikes in demand

• Control for secure content delivery

• Support for HD high-bandwidth streaming

• Reporting and analytics to track & analyze viewing patterns

• Easy to configure and manage solutions

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Need: Great performance to a global audience.

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Needs and Examples

3.126 3.688 _3.441 9.673 0.000 2.000 4.000 6.000 8.000 10.000 12.000 Last Mile Dow n load Ti m e (S e co n d s)

Gomez Large Object Test

Japan

CloudFront Comparison A Comparison B Comparison C

Last mile data based on 7,907 observations taken between 17-SEP-2011 and 1-Oct-2011

*The Gomez tests were designed and conducted by Amazon using the Compuware Corporation performance network. The test results have not been reviewed, approved or endorsed by Compuware Corporation

• Amazon is a metrics

driven company.

• We focus on metrics

that capture the end

user experience: the

“last mile,” not internet

“backbone” data

centers.

• Your customers do not

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Need: Great performance to a global audience.

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Needs and Examples

1.943 2.149 2.068 2.283 0.000 0.500 1.000 1.500 2.000 2.500 Last Mile Dow n load Ti m e (S e co n d s)

Gomez Small Object Test

North America

7.441 _7.284 7.538 7.709 0.000 1.000 2.000 3.000 4.000 5.000 6.000 7.000 8.000 9.000 Last Mile Dow n load Ti m e (S e co n d s)

Gomez Large Object Test

Europe

Last mile data based on 65,907 observations taken between 17-SEP-2011 and 01-OCT-17-SEP-2011

Last mile data based on 88,871 observations taken between 17-SEP-2011 and 01-Oct-17-SEP-2011

*The Gomez tests were designed and conducted by Amazon using the Compuware Corporation performance network. The test results have not been reviewed, approved or endorsed by Compuware Corporation

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Example: IMDB

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Needs and Examples

IMDB uses Amazon CloudFront to distribute content globally.

“CloudFront makes this experience the fastest

possible by distributing the content physically close to our worldwide user base.

By hosting our search and video files on Amazon CloudFront, we have zero servers to maintain, which makes our reliability sky-high. Amazon CloudFront gives us ultrafast, scalable, and reliable search all over the world"

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Need: Reliable delivery to wide range of clients.

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Needs and Examples

• Multiple delivery protocols for

different platforms and devices

• Adobe RTMP

• HTTP Streaming for iOS • Microsoft Silverlight

• Options for live and on-demand video

• Full control over origin for live streaming

• Reliability backed by CloudFront

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Example: PBS

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Needs and Examples

PBS Interactive says it has experienced fifty percent fewer errors in its video streaming performance using CloudFront compared to its previous CDN.

“We are extremely pleased with the performance and ease of use that CloudFront offers for streaming videos to different devices. With fewer errors,

CloudFront delivers a great experience to our

viewers, and that’s very important for the success of our business…..using Amazon CloudFront is so

simple and reliable that the team doesn’t have to think about it. It all just works, freeing us to focus on building cool applications.”

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Need: Scalability for unpredictable spikes.

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Needs and Examples

• Operating reliability at scale is in our DNA.

• Self-service signup and configuration gives lets you set up

new distributions when you need it.

• On demand scalability: Access to our entire global network

of locations

• Designed for Capacity: Ensures customer success with a

guaranteed SLA and continuous investment and updates to

servers/services

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Example: Video banner ad customer.

Confidential – Shared Under NDA 14

Needs and Examples

0 10 20 30 40 50 60 70 80 8:00 AM 9:00 AM 10:00 AM 11:00 AM 12:00 PM 1:00 PM 2:00 PM 3:00 PM 4:00 PM 5:00 PM 6:00 PM 7:00 PM 8:00 PM 9:00 PM V olu me of D at a D e liv e re d ( G b p

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Need: Control for secure content delivery.

Needs and Examples

• Private Content Feature authenticate users with signed URLS

• Uses policy-driven access controls for control and flexibility

• Restrict on resource or path, time, source IP

• Signatures generated using asymmetric encryption

• SSL delivery and RTMPE streaming encrypt bytes on the wire

• Origin Access Identities secure your content in Amazon S3

• Identify and Access Management (IAM) to control who can

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Example: Mediafly.

Confidential – Shared Under NDA 16

Needs and Examples

Mediafly uses CloudFront to provide security for downloads as well as to handle traffic spikes.

“Migrating to AWS was a strategic decision for Mediafly, one that we didn’t take lightly. It has turned out to be one of the best decisions we have made as an organization. Our latest integration with CloudFront furthers that belief. We are able to offer advanced security while handling traffic spikes and scaling with ease."

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Need: Support for HD high-bit rate content.

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Needs and Examples

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Example: Bethesda Game Studios

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Needs and Examples

Bethesda Game Studios uses CloudFront to deliver HD video to millions of gamers.

“With gamers counting the hours to 11.11.11, Amazon Cloudfront helped us share the official trailer for Skyrim with millions of Elder Scrolls fans!”

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Need: Reporting and analytics.

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Needs and Examples

Amazon CloudFront Log Analyzer for Elastic MapReduce

• Generate usage reports containing total traffic volume, object

popularity, a break down of traffic by client IPs and edge location.

• Reports are formatted as tab delimited text files, and delivered to

the Amazon S3 bucket that you specify.

Standard W3C format creates partner ecosystem solutions

• For instance, S3stat automatically tracks your CloudFront and S3

Usage Statistics through graphical reports generated on a nightly

basis.

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Example: Reporting and analytics.

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Needs and Examples

Vid.ly uses access logs from CloudFront to build usage reports for customers.

"The CloudFront access logs have been extremely valuable for Vid.ly, our new universal video delivery platform. We analyze these logs daily to build

specific usage reports for our customers so they can see how many times each of their Vid.ly videos have been played

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Need: Easy to configure and manage solutions.

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Needs and Examples

• Self service signup and

configuration – anytime, from

anywhere

• AWS Management Console to

create and manage CloudFront

distributions

• Programmatic APIs for integration

into your own systems and

workflow

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Example: fotopedia

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Needs and Examples

Fotopedia was able to quickly set up on CloudFront when their widgets were featured on the web.

“When our widgets were featured….we quickly enabled Amazon CloudFront for distribution of our images – literally days after Cloudfront launched. It was easy to implement and improved the

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Need: Cost effective solutions

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Needs and Examples

• Low cost: reduced CloudFront pricing four

times in last 3 years

• Pay-as-you-go pricing with or without

commitments making it affordable to

distribute streaming media

• Tiered pricing, rates go down as volume

increases

• Reserved CloudFront Capacity pricing

reduces rates with a longer term

commitment

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Example: Envoy Media Group

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Needs and Examples

Envoy Media Group was able to reduce costs by ~20% off costs using CloudFront.

“Our costs have been reduced by approximately 20%. We no longer have to pay for locker rental and power, our man hour costs have dramatically

decreased, and our bandwidth costs are

lower….One of the key reasons Envoy moved to AWS was the ability to ‘pay as you go.’”

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http://aws.amazon.com/cloudfront

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