We are EngineersWe solve hard problemsWe build amazing and complex thingsWe fix things when they break
We strive for perfectionPerfect codePerfect hardwarePerfectly operated
But perfection takes too long…So we compromiseTime to market vs. QualityUtopia remains out of reach
Where time to market wins bigMaking a land-grabDisrupting competitors (OODA)Anything delivered as web services
How Soon?Code features in days instead of monthsGet hardware in minutes instead of weeksIncident response in seconds instead of hours
Tipping the BalanceUtopia Dystopia
A new engineering challengeConstruct a highly agile and highlyavailable service from ephemeral andoften broken components
What Changed?Developers are the bottleneckPlatform manages service deliveryAgility and implementation speed wins
Examples of Cloud Native AppsEverything Google or Amazon doesSome startup web servicesNetflix
Netflix StreamingA Cloud Native Application based onan open source platform
Netflix Member Web Site Home PagePersonalization Driven – How Does It Work?
How Netflix Streaming WorksCustomer Device(PC, PS3, TV…)Web Site orDiscovery APIUser DataPersonalizationStreaming APIDRMQoS LoggingOpenConnectCDN BoxesCDNManagement andSteeringContent EncodingConsumerElectronicsAWS CloudServicesCDN EdgeLocations
Some Strategic QuestionsWhat changed…
The AWS QuestionWhy does Netflix use AWS whenAmazon Prime is a competitor?
Netflix vs. Amazon Prime• Do retailers competing with Amazon use AWS?– Yes, lots of them, Netflix is no different• Does Prime have a platform advantage?– No, because Netflix gets to run on AWS• Does Netflix take Amazon Prime seriously?– Yes, but so far Prime isn’t impacting our business
Amazon Video 1.31%18x Prime25x PrimeNov2012StreamingBandwidthMarch2013MeanBandwidth+39% 6mo
The Google Cloud QuestionWhy doesn’t Netflix use GoogleCloud as well as AWS?
Google Cloud – Wait and SeePro’s• Cloud Native• Huge scale for internal apps• Exposing internal services• Nice clean API model• Starting a price war• Fast for what it does• Rapid start & minute billingCon’s• In beta until last week• No big customers yet• Missing many key features• Different arch model• Missing billing options• No SSD or huge instances• Zone maintenance windowsBut: Anyone interested is welcome to port NetflixOSS components to Google Cloud
Cloud Wars: Price and PerformanceAWS vs.GCS WarPrivateCloudWhat Changed:Everyone usingAWS or GCS getsthe price cuts andperformanceimprovements, asthey happen. Noneed to switchvendor.No Change:Locked in forthree years.
The DIY QuestionWhy doesn’t Netflix build and run itsown cloud?
Fitting Into Public ScalePublicGreyAreaPrivate1,000 Instances 100,000 InstancesNetflix FacebookStartups
How big is Public?AWS upper bound estimate based on the number of public IP AddressesEvery provisioned instance gets a public IP by defaultAWS Maximum Possible Instance Count 3.7 MillionGrowth >10x in Three Years, >2x Per Annum
DIY Alternatives: what couldNetflix do with $100M to invest?Build a datacenter, Launch in a new country, orfund the next “House of Cards”?All payback over several yearsGrow the business!
The Alternative SupplierQuestionWhat if there is no clear leader for afeature, or AWS doesn’t have whatwe need?
Things We Don’t Use AWS ForSaaS Applications – Pagerduty, AppdynamicsContent Delivery ServiceDNS Service
What Changed?Get out of the way of innovationBest of breed, by the hourChoices based on scaleCostreductionSlow downdevelopersLesscompetitiveLess revenueLowermarginsProcessreductionSpeed updevelopersMorecompetitiveMorerevenueHighermargins
Cloud Native – What Changed?Master copies of data are cloud residentDynamically provisioned micro-servicesServices are distributed and ephemeral
How to get to Cloud Native?Freedom and Responsibility for DevelopersDecentralize and Automate Ops ActivitiesIntegrate DevOps into the Business Organization
A Cloud Native Open Source PlatformSee netflix.github.com
Boosting the @NetflixOSS EcosystemSee netflix.github.comCome to my tutorial this afternoon!
TakeawayNetflixOSS makes it easier for everyone to become Cloud NativeWhat changed is the speed and agility of the integrated CloudNative BusDevOps organization@adrianco #netflixcloud @NetflixOSS