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Optimizing Total Cost of Ownership for the AWS Cloud

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Amazon Web Services
Amazon Web Services

Cost is often the conversation starter when customers think about moving to the cloud. AWS helps lower costs for customers through its “pay only for what you use” pricing model, frequent price drops, and pricing model choice to support variable & stable workloads. In this session, you will learn about the financial considerations of owning and operating a traditional data center or managed hosting provider versus utilizing AWS. We will detail our TCO methodology and showcase cost comparisons for some common customer use-cases. We’ll also cover a few AWS cost optimization areas, including Spot and Reserved Instances, EC2 Auto Scaling, and consolidated billing.

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© 2014 Amazon.com, Inc. and its affiliates. All rights reserved. May not be copied, modified, or distributed in whole or in part without the express consent of Amazon.com, Inc. Optimizing Total Cost of Ownership for AWS Marc Johnson, Amazon Web Services Wayson Vannatta, VP of Technology, InfoSpace New York, NY -- July 10th, 2014
Agenda What would it cost to run in-house versus on AWS? How can I reduce my AWS Spend? Total Cost of Ownership Cost Optimization
Lower Costs with AWS 1 “Average of 400 servers replaced per customer” Replacing CapEx + OpEx with OpEx 2 42 Price Reductions since 2006 Continuous AWS Price Reductions 3 Pricing Model Choice 4 Increased Savings as You Grow on AWS On-Demand Reserved Spot Tiered Pricing Volume Discounts Source: IDC Whitepaper, sponsored by Amazon, “The Business Value of Amazon Web Services Accelerates Over Time.” December 2013
Analysts have shown AWS reduces costs In early 2012, AWS commissioned IDC to interview 11 organizations that deployed applications on AWS. Since this study was conducted in early 2012, AWS has introduced price reductions nearly 20 times across Amazon EC2 and Amazon S3. IDC estimated what the impact of AWS's fee restructuring would be on the organizations that participated in the 2012 study and determined that the overall fees would drop by 21% lowering the five year TCO from $909,000 to $846,000. Source: IDC Business Value of AWS Accelerates over time AVERAGE SAVINGS PER APPLICATION: $518,990 IT PRODUCTIVITY INCREASE: 52%
Comparing TCO is not easy ≠
What is Total Cost of Ownership exactly and why does it matter? Definition: the total acquisition and operating costs for running an infrastructure environment end-to-end 1)Comparing the costs of running an entire infrastructure environment or specific workload on premises or in a co-location facility versus on AWS 2)Budgeting and building the business case for moving to AWS
TCO estimates for on-premises deployments often ignore overhead costs – not a true comparison Network Costs Storage Costs Server Costs Hardware – Server, Rack Chassis PDUs, ToR Switches (+Maintenance) Software - OS, Virtualization Licenses (+Maintenance) Overhead Cost Space Power Cooling Hardware – Storage Disks, SAN/FC Switches Overhead Cost Storage Admin costs Network Hardware – LAN Switches, Load Balancer Bandwidth costs Network Admin costs Overhead Cost IT Labor Costs Server Admin Virtualization Admin 1 2 3 4 Space Power Cooling Space Power Cooling illustrative Diagram doesn’t include every cost item. E.g. software costs can include database, management, middle tier software costs. Facilities cost can include costs associated with upgrades, maintenance, building security, taxes etc. IT labor costs can include security admin and application admin costs.
AWS offers services that include overhead costs in the price Hardware Vendor Offering ✔ ✔ ✔ ✔ ✔ ✔ ✔ ✔ ✔ ✔ Server Network Hardware Software OS + VMs DC/Co-lo Floor Space Powering Cooling Software Defined Networking Personnel Admins HW Maint. Storage Redundancy Resource Mgmt. /SW Automation × × × × ××× ×
Web App Scenario Overview: • Application serves approximately 10,000 page views / day • Underlying Physical Infrastructure: – 3 web servers – 3 application servers – 2 cache servers – 1 load balancer – 1 high availability DB server – 100GB of storage – 300 GB of data transfer every month Summary: • After April price drop, running this Web App on AWS would save 75% • Net impact of April price drop: Additional savings of 30% TCO Comparison Summary – 3 Years TCO Example: Three Tier Web App On-premise vs. AWS
TCO Example: Three Tier Web App On-premise vs. AWS Servers & Rack Infrastructure 10 Linux Servers (1U @ $889/ server) $8,890 Server Maintenance (@15%/yr.) $4,000 Rack Chassis with PDU (@$3500/rack) $3,500 PDU, dual 280V per rack (2 for HA) $1,080 TOR 24x10GbE 48 port (@$4,800 w/ support) $9,600 Spare Capacity Provision $1,933 Total Rack Cost (3 Yrs.) $29,003 Operating Cost (Data Center Space, Power, Cooling) 3 Yr. Cost to operate a rack (@$1,500/rack/mo) $54,000 3 Yr. Power/Cooling Charges $11,858 Total Operating Cost (3 Yrs.) $65,858 Networking & Storage Load Balancer, Firewall, and Switches $12,851 Shared Storage $2,005 Total Networking Cost (3 Yrs.) $14,816 AWS Pricing for Equivalent Environment April 2014 Compute $471.41 EBS Volumes $5,000 EBS Snapshots $9.50 EBS IOPS $13.18 Elastic Load Balancer $18.30 Data Processed by ELB $0 Amazon RDS $131.76 DB Instances $4.00 IOPS $0.20 Cloud Front Data Transfer Out $47.22 Requests $7.50 AWS Data Transfer Out $36.00 Total Cost for 3 Years $26,786 Total 3 Year Cost $109,717 Total savings of 75% over on-prem environment
In Your TCO Analysis Power/Cooling (compute, storage, shared network) Data Center Administration (procurement, design, build, operate, network, security personnel) Rent/Real Estate (building deprecation, taxes) Software (OS, Virtualization Licensing & Maintenance) RAW vs. USABLE storage capacity Storage Redundancy (RAID penalty, OS penalty) Storage Backup costs (Tape, backup software) Bandwidth, Network Gear & Redundancy (Routers, VPN, WAN) DON’T FORGET THINK BENEFITS Reduced Procurement Time Right-sized Resource Provisioning Less down time, increased productivity
DEMO – AWS Online TCO Calculator www.awstcocalculator.com
Customer Case – InfoSpace Wayson Vannatta, VP of Technology
InfoSpace
Where were we in 2012 Data Center Foot Print • West and East Coast Data Centers (Washington state and Virginia) • 65 Racks • Contracts expiring in June and August 2013 Partner Traffic • Growing International Traffic Operations Staff • 28 personnel
Our Goals Provide International Exposure Improve Response Time & Availability Reduce Capex & Opex Cost
Evaluating AWS
Technical Proof of Concept Request and Forget International Response Times User Initiates a Request The Production System Responds Server Request Production System sends duplicate request to a Secondary System
Where are we achieving or expecting cost reductions? CapEx Costs Opex Costs • Data Center • Support • Bandwidth • Reduced Licenses • Resources 2013 2014 2015 Servers Storage (Performance) Routers Load Balancers Data Warehouse Storage Firewalls
TCO: Data Center vs. AWS Server Asset Counts Servers, Maintenance Depreciation Value Capex Server Refresh Cost Opex Server Cost 2013 2014 2015 Storage Asset Counts Disk Storage, Controllers, Tape Backup Depreciation Value Capex Storage Refresh Cost Opex Storage Cost Network Asset Counts Routers, Load Balancers, Firewall, IDS, DNS Depreciation Value Capex Network Refresh Cost Opex Network Cost Software Asset Counts Virtualization, OS, DB, Monitoring, certificates Depreciation Value Capex Software Refresh Cost Opex Software Cost Bandwidth MPLS, Internet, CDN Opex Bandwidth Cost Capex Server Refresh Cost Opex Server Cost Capex Storage Refresh Cost Opex Storage Cost Capex Network Refresh Cost Opex Network Cost Capex Software Refresh Cost Opex Software Cost Opex Bandwidth Cost Capex Server Refresh Cost Opex Server Cost Capex Storage Refresh Cost Opex Storage Cost Capex Network Refresh Cost Opex Network Cost Capex Software Refresh Cost Opex Software Cost Opex Bandwidth Cost Data Center Assets AWS EC2 Cost AWS S3, Glacier Cost AWS ELB, VPC Cost AWS Cost AWS Cost AWS
Other Unexpected Benefits Elimination of Redundant Systems Add Up… Resources • Closing the Service Operations Center (24x7) • Core Routers • MPLS Network • Firewalls • Global Load Balancers • Local Load Balancers • Edge Routers • Switches
Dublin Region Amazon EC2 Elastic IP Amazon Route 53 Elastic Load Balancing Amazon VPCAmazon S3 Amazon EBS CloudFront VA Region Amazon EC2 Elastic IP Amazon Route 53 Elastic Load Balancing Amazon VPCAmazon S3 Amazon EBS CloudFront Multi-Region Hybrid Cloud CA Region Amazon EC2 Elastic IP Amazon Route 53 Elastic Load Balancing Amazon VPCAmazon S3 Amazon EBS CloudFront corporate data center - 10 Racks - Corporate Systems - Storage - Data Warehouse AWS Direct Connect
Optimizing with AWS
Optimizing with AWS Choosing the right instance types Utilizing Reserved Instances Monitoring and turning off unused instances Continuous evaluations to change instance size up or down Reduced monthly costs by 28% “Junkyard Dog” CloudWatch
Optimizing with AWS (continued) Offloading architecture Leveraging Application Services Leveraging AWS Tools Moved to Cloudfront Including ELB, SNS, SES Trusted Advisor Amazon SES Amazon SNS CloudFront
The Results
The Results Cost Savings OpEx: • 2014: 31% reduction CapEx: • 2013: 70% reduction (servers) • 2014: 87% reduction (load balancers, data warehouse, routers) Efficiency & Performance Reduced Response Times: • International = 20% improvement • Domestic = ~10% improvement Operations Staff: • From 28 FTE to 16 FTE
Our Future Amazon Glacier January 2015 Amazon Redshift September 2014 Eliminate Data Center April 2015
Summary TCO • Develop the cost estimate to include all end-to-end costs • Make reasonable assumptions and leverage benchmarks • Know the on-premises “hidden costs” Cost Optimization • Re-evaluate your architecture often • Leverage tools like Trusted Advisor and CloudWatch • Stay up to date with Reserved Instance modifications • Follow documented AWS Best Practices

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Optimizing Total Cost of Ownership for the AWS Cloud

  • 1. © 2014 Amazon.com, Inc. and its affiliates. All rights reserved. May not be copied, modified, or distributed in whole or in part without the express consent of Amazon.com, Inc. Optimizing Total Cost of Ownership for AWS Marc Johnson, Amazon Web Services Wayson Vannatta, VP of Technology, InfoSpace New York, NY -- July 10th, 2014
  • 2. Agenda What would it cost to run in-house versus on AWS? How can I reduce my AWS Spend? Total Cost of Ownership Cost Optimization
  • 3. Lower Costs with AWS 1 “Average of 400 servers replaced per customer” Replacing CapEx + OpEx with OpEx 2 42 Price Reductions since 2006 Continuous AWS Price Reductions 3 Pricing Model Choice 4 Increased Savings as You Grow on AWS On-Demand Reserved Spot Tiered Pricing Volume Discounts Source: IDC Whitepaper, sponsored by Amazon, “The Business Value of Amazon Web Services Accelerates Over Time.” December 2013
  • 4. Analysts have shown AWS reduces costs In early 2012, AWS commissioned IDC to interview 11 organizations that deployed applications on AWS. Since this study was conducted in early 2012, AWS has introduced price reductions nearly 20 times across Amazon EC2 and Amazon S3. IDC estimated what the impact of AWS's fee restructuring would be on the organizations that participated in the 2012 study and determined that the overall fees would drop by 21% lowering the five year TCO from $909,000 to $846,000. Source: IDC Business Value of AWS Accelerates over time AVERAGE SAVINGS PER APPLICATION: $518,990 IT PRODUCTIVITY INCREASE: 52%
  • 5. Comparing TCO is not easy ≠
  • 6. What is Total Cost of Ownership exactly and why does it matter? Definition: the total acquisition and operating costs for running an infrastructure environment end-to-end 1)Comparing the costs of running an entire infrastructure environment or specific workload on premises or in a co-location facility versus on AWS 2)Budgeting and building the business case for moving to AWS
  • 7. TCO estimates for on-premises deployments often ignore overhead costs – not a true comparison Network Costs Storage Costs Server Costs Hardware – Server, Rack Chassis PDUs, ToR Switches (+Maintenance) Software - OS, Virtualization Licenses (+Maintenance) Overhead Cost Space Power Cooling Hardware – Storage Disks, SAN/FC Switches Overhead Cost Storage Admin costs Network Hardware – LAN Switches, Load Balancer Bandwidth costs Network Admin costs Overhead Cost IT Labor Costs Server Admin Virtualization Admin 1 2 3 4 Space Power Cooling Space Power Cooling illustrative Diagram doesn’t include every cost item. E.g. software costs can include database, management, middle tier software costs. Facilities cost can include costs associated with upgrades, maintenance, building security, taxes etc. IT labor costs can include security admin and application admin costs.
  • 8. AWS offers services that include overhead costs in the price Hardware Vendor Offering ✔ ✔ ✔ ✔ ✔ ✔ ✔ ✔ ✔ ✔ Server Network Hardware Software OS + VMs DC/Co-lo Floor Space Powering Cooling Software Defined Networking Personnel Admins HW Maint. Storage Redundancy Resource Mgmt. /SW Automation × × × × ××× ×
  • 9. Web App Scenario Overview: • Application serves approximately 10,000 page views / day • Underlying Physical Infrastructure: – 3 web servers – 3 application servers – 2 cache servers – 1 load balancer – 1 high availability DB server – 100GB of storage – 300 GB of data transfer every month Summary: • After April price drop, running this Web App on AWS would save 75% • Net impact of April price drop: Additional savings of 30% TCO Comparison Summary – 3 Years TCO Example: Three Tier Web App On-premise vs. AWS
  • 10. TCO Example: Three Tier Web App On-premise vs. AWS Servers & Rack Infrastructure 10 Linux Servers (1U @ $889/ server) $8,890 Server Maintenance (@15%/yr.) $4,000 Rack Chassis with PDU (@$3500/rack) $3,500 PDU, dual 280V per rack (2 for HA) $1,080 TOR 24x10GbE 48 port (@$4,800 w/ support) $9,600 Spare Capacity Provision $1,933 Total Rack Cost (3 Yrs.) $29,003 Operating Cost (Data Center Space, Power, Cooling) 3 Yr. Cost to operate a rack (@$1,500/rack/mo) $54,000 3 Yr. Power/Cooling Charges $11,858 Total Operating Cost (3 Yrs.) $65,858 Networking & Storage Load Balancer, Firewall, and Switches $12,851 Shared Storage $2,005 Total Networking Cost (3 Yrs.) $14,816 AWS Pricing for Equivalent Environment April 2014 Compute $471.41 EBS Volumes $5,000 EBS Snapshots $9.50 EBS IOPS $13.18 Elastic Load Balancer $18.30 Data Processed by ELB $0 Amazon RDS $131.76 DB Instances $4.00 IOPS $0.20 Cloud Front Data Transfer Out $47.22 Requests $7.50 AWS Data Transfer Out $36.00 Total Cost for 3 Years $26,786 Total 3 Year Cost $109,717 Total savings of 75% over on-prem environment
  • 11. In Your TCO Analysis Power/Cooling (compute, storage, shared network) Data Center Administration (procurement, design, build, operate, network, security personnel) Rent/Real Estate (building deprecation, taxes) Software (OS, Virtualization Licensing & Maintenance) RAW vs. USABLE storage capacity Storage Redundancy (RAID penalty, OS penalty) Storage Backup costs (Tape, backup software) Bandwidth, Network Gear & Redundancy (Routers, VPN, WAN) DON’T FORGET THINK BENEFITS Reduced Procurement Time Right-sized Resource Provisioning Less down time, increased productivity
  • 12. DEMO – AWS Online TCO Calculator www.awstcocalculator.com
  • 13. Customer Case – InfoSpace Wayson Vannatta, VP of Technology
  • 15. Where were we in 2012 Data Center Foot Print • West and East Coast Data Centers (Washington state and Virginia) • 65 Racks • Contracts expiring in June and August 2013 Partner Traffic • Growing International Traffic Operations Staff • 28 personnel
  • 18. Technical Proof of Concept Request and Forget International Response Times User Initiates a Request The Production System Responds Server Request Production System sends duplicate request to a Secondary System
  • 19. Where are we achieving or expecting cost reductions? CapEx Costs Opex Costs • Data Center • Support • Bandwidth • Reduced Licenses • Resources 2013 2014 2015 Servers Storage (Performance) Routers Load Balancers Data Warehouse Storage Firewalls
  • 20. TCO: Data Center vs. AWS Server Asset Counts Servers, Maintenance Depreciation Value Capex Server Refresh Cost Opex Server Cost 2013 2014 2015 Storage Asset Counts Disk Storage, Controllers, Tape Backup Depreciation Value Capex Storage Refresh Cost Opex Storage Cost Network Asset Counts Routers, Load Balancers, Firewall, IDS, DNS Depreciation Value Capex Network Refresh Cost Opex Network Cost Software Asset Counts Virtualization, OS, DB, Monitoring, certificates Depreciation Value Capex Software Refresh Cost Opex Software Cost Bandwidth MPLS, Internet, CDN Opex Bandwidth Cost Capex Server Refresh Cost Opex Server Cost Capex Storage Refresh Cost Opex Storage Cost Capex Network Refresh Cost Opex Network Cost Capex Software Refresh Cost Opex Software Cost Opex Bandwidth Cost Capex Server Refresh Cost Opex Server Cost Capex Storage Refresh Cost Opex Storage Cost Capex Network Refresh Cost Opex Network Cost Capex Software Refresh Cost Opex Software Cost Opex Bandwidth Cost Data Center Assets AWS EC2 Cost AWS S3, Glacier Cost AWS ELB, VPC Cost AWS Cost AWS Cost AWS
  • 21. Other Unexpected Benefits Elimination of Redundant Systems Add Up… Resources • Closing the Service Operations Center (24x7) • Core Routers • MPLS Network • Firewalls • Global Load Balancers • Local Load Balancers • Edge Routers • Switches
  • 22. Dublin Region Amazon EC2 Elastic IP Amazon Route 53 Elastic Load Balancing Amazon VPCAmazon S3 Amazon EBS CloudFront VA Region Amazon EC2 Elastic IP Amazon Route 53 Elastic Load Balancing Amazon VPCAmazon S3 Amazon EBS CloudFront Multi-Region Hybrid Cloud CA Region Amazon EC2 Elastic IP Amazon Route 53 Elastic Load Balancing Amazon VPCAmazon S3 Amazon EBS CloudFront corporate data center - 10 Racks - Corporate Systems - Storage - Data Warehouse AWS Direct Connect
  • 24. Optimizing with AWS Choosing the right instance types Utilizing Reserved Instances Monitoring and turning off unused instances Continuous evaluations to change instance size up or down Reduced monthly costs by 28% “Junkyard Dog” CloudWatch
  • 25. Optimizing with AWS (continued) Offloading architecture Leveraging Application Services Leveraging AWS Tools Moved to Cloudfront Including ELB, SNS, SES Trusted Advisor Amazon SES Amazon SNS CloudFront
  • 27. The Results Cost Savings OpEx: • 2014: 31% reduction CapEx: • 2013: 70% reduction (servers) • 2014: 87% reduction (load balancers, data warehouse, routers) Efficiency & Performance Reduced Response Times: • International = 20% improvement • Domestic = ~10% improvement Operations Staff: • From 28 FTE to 16 FTE
  • 28. Our Future Amazon Glacier January 2015 Amazon Redshift September 2014 Eliminate Data Center April 2015
  • 29. Summary TCO • Develop the cost estimate to include all end-to-end costs • Make reasonable assumptions and leverage benchmarks • Know the on-premises “hidden costs” Cost Optimization • Re-evaluate your architecture often • Leverage tools like Trusted Advisor and CloudWatch • Stay up to date with Reserved Instance modifications • Follow documented AWS Best Practices