Demandware krueger

Copyright 2010 Demandware, Inc. - Confidential

Demandware and the CloudLeveraging the Capabilities of Cloud Computing for an eCommerce Software Provider

Jan KruegerSoftware Engineer


Introduction

Picture by R. Schwietzke (http://www.yetanotherblog.de)

http://www.yetanotherblog.de

http://www.yetanotherblog.de


Demandware, Inc.

• Founded 2004 by former Intershop CEO Stephan Schambach

• HQ based in Woburn, MA / Boston Area

• Offices in USA, UK, Germany and France

• On-Demand eCommerce platform

• Pure SaaS, but fully costumizable


Outline

• Amazon Web Services

• Demandware CloudBox Project

• Demandware Simple Image Transformation Service

• AWS Demo / Best Practice


Everything as a Service - XaaS

Hardware Layer / Networking

IaaS

PaaS

SaaS

DBaaS


Amazon Web ServicesIntroduction


Amazon Web Services Basics

• Amazon Web Services (AWS) provides companies of all sizes with an infrastructure web services platform in the cloud

• Highly on demand infrastructure

• Pay what you use

• Various web service APIs to work with all services

Using Amazon Web Services, an e-commerce web site can weather unforeseen demand with ease; a pharmaceutical company can “rent” computing power to execute large-scale simulations; a media company can serve unlimited videos, music, and more; and an enterprise can deploy bandwidth-consuming services and training to its mobile workforce.


AWS Product Array

• Elastic Compute Cloud - EC2

• Simple Storage Service - S3

• Simple Database Service - SimpleDB

• Relational Database Service - RDS

• CloudFront

• Simple Queue Service - SQS

• Mechanical Turk - MTurk

• ... and some more


Amazon Elastic Compute Cloud - EC2

• Virtual computing environment

• Image driven, spawn instances from an AMI

• Different instance types with different specs

• Variety of ready to use AMIs

• Modify or build your own

• Ephemeral storage (lost after shutdown)

Amazon Elastic Compute Cloud (Amazon EC2) is a web service that provides resizable compute capacity in the cloud. It is designed to make web-scale computing easier for developers.


Amazon Elastic Block Store - EBS

• Create storage volumes from 1 GB to 1 TB

• Attach and mount with an EC2 instance

• Multiple devices on one instance (up to 15)

• Replicated in the backend

• Incremental point-in-time snapshots into S3

Amazon Elastic Block Store (EBS) provides block level storage volumes for use with Amazon EC2 instances. Amazon EBS volumes are off-instance storage that persists independently from the life of an instance.


Amazon Simple Storage Service - S3

• Read, write and delete unlimited number of items

• 1B to 5GB item size

• Authentication mechanisms available

• Private, user specific and public rights grantable

• Standards-based REST and SOAP interfaces

• Multiple protocol support

Amazon S3 provides a simple web services interface that can be used to store and retrieve any amount of data, at any time, from anywhere on the web. It gives any developer access to the same highly scalable, reliable, fast, inexpensive data storage infrastructure that Amazon uses to run its own global network of web sites.


Running an EC2 Instance

S3 EC2

Instances• Different Specs

AMIs• Fedora• Ubuntu• Oracle AMI• A lot more

EBS Volumes• 1GB to 1TB• Persistent Storage• Attachable to one Instance• Instant Snapshots

AMI


Demandware CloudBox ProjectPorting an eCommerce Platform to

Amazon’s Elastic Compute Cloud


Grid Situation prior to CloudBox ProjectPoD X

Customer A Production

Customer E Production

Customer CStaging

Customer A Sandbox

Customer B Sandbox

Customer C Sandbox

Customer D Sandbox

Customer B Production

Customer C Production

Customer D Production

Customer BStaging

Customer DStaging

Customer B Development

Customer AStaging Customer D

Development

Customer B Sandbox

Customer A Sandbox

Customer A Development

Customer D Sandbox

Customer D Sandbox

Customer D Sandbox

Customer B Sandbox

Customer E Sandbox

Customer E Sandbox

Customer EStaging

Customer C Development

Customer E Development

Customer C Sandbox

Customer A Sandbox


PoD X Cloud

Grid + Cloud



Customer CStaging

Customer A Sandbox

Customer B Sandbox

Customer C Sandbox

Customer D Sandbox


Customer C Production

Customer D Production

Customer BStaging

Customer DStaging


Customer AStaging

Customer D Development

Customer B Sandbox

Customer A Sandbox


Customer D Sandbox

Customer D Sandbox

Customer D Sandbox

Customer B Sandbox

Customer E Sandbox

Customer E Sandbox

Customer EStaging

Customer C DevelopmentCustomer E

Development

Customer C Sandbox

Customer A Sandbox


PoD X Cloud

Grid + Cloud



Customer CStaging

Customer A Sandbox

Customer B Sandbox

Customer C Sandbox

Customer D Sandbox


Customer C Production Customer D

Production

Customer BStaging

Customer DStaging


Customer AStaging

Customer D Development

Customer B Sandbox

Customer A Sandbox


Customer D Sandbox

Customer D Sandbox

Customer D Sandbox

Customer B Sandbox

Customer E Sandbox

Customer E Sandbox

Customer EStaging

Customer C DevelopmentCustomer E

Development

Customer C Sandbox

Customer A Sandbox


Goals

• More efficient and flexible handling of sandboxes

• Reduce cost for sandboxes

• Integrate into existing environment– no new management tools– no obvious changes in behavior or functionality for endusers

• Explore the capabilities of modern cloud environments


Development Decisions

• Amazon EC2 32bit Instances - small / 0.08ct per hour

• 1.7GB RAM / 1 virtual core

• EBS Volume for persistent storage (database and user data)

• CentOS 5.4 basic AMI with heavy modifications

• Oracle XE - free, but with constraints

• Modular concept


Cost breakdown

• consumption of resources on a pod– bandwidth– storage sub system– database license

Sandbox on POD $64 per month

Cloudbox on AmazonOn-Demand-Plan

0.08$ per hour

60$ per monthCloudbox on Amazon1-Year-Subscripton-Plan

0.03$ per hour + 230$ per year

34$ per monthCloudbox on Amazon3-Year-Subscripton-Plan

0.03$ per hour + 350$ per 3 years

25$ per month


What we win

• Lower over-all costs

• Free 20% of resources on our pods

• Use those for existing customers or future ones

• Being very flexible with the amount of sandboxes• No upfront investments in hardware

• Easy management of CloudBoxes


What we already achieved

• 120 CloudBoxes in use

• Started off with internal users and training systems

• Second wave for partners and new customers

• Fully integrated into existing infrastructure


Demandware Image Transformation ServicePrototyping and Production Deployment

on Amazon’s Elastic Compute Cloud


Goals

• On the fly image transformation

• Most common used operations:– Image resizing– Image cropping– Image sharpening / blurring– Image overlay– Image format conversion– Image quality change


Image Serving with Demandware Image Service

• Customer stores one size of image on our PODs• APIs to generate custom URLs pointing to image service• Image service fetches source image, transforms and delivers the transformed version


Why in the Cloud?

• Prototyping environment– Fast and easy deployment of virtual hardware– Several testing systems at your fingertips– Isolated testing environment, still world wide available– Try and Error

• Deployment environment– Elastic Load Balancer– Identical deployment in several geographic regions– Instant deployment, no upfront hardware investment


Deployment

• Amazon Elastic Load Balancer

• Two xlarge Amazon EC2 instances attached to ELB

• One-Click deployment of a full cluster

• Currently two production clusters / US and EU

• First live customers started to use service in Dec 2009

• Still beta testing to investigate usage


AWS in ActionDemo - Experiences - Suggestions


Best practice

• Shell vs. AWS Console vs. ElasticFox

• RightScale

• Failure as a feature

• Stay flexible

•Read - Learn - Ask•Enjoy


Conclusion & Outlook

• IaaS will change IT environment massively

• Early adaptor phase is already over

• Change of mind necessary

• Smaller issues to overcome, but rewards are priceless

• Demandware’s architecture will build massively upon services

• Several services will be deployed on Cloud-based solutions


Questions?Thanks for listening.

Demandware krueger

Business