Marketing Plan2016

BynderGoing Global with AWS

Roland Keijzer, CTO

About Bynder

200+Employees

6Offices

380Customers

± 150 added

last year

in the US, UK, Spain,

Dubai and The

Netherlands

in 2016

300%Growth

2013Incorporated

New Offices in

2014: London & Boston

2015: Barcelona

2016: Dubai

Year-on-year

HomegrownBuilt from ground up

Started at the kitchen table

GlobalAmbitions

with Dutch roots

Rising StarRising Star Award Winner

Deloitte Technology Fast50 2015

Fast50Deloitte Technology

nominated in 2013 and 2014

Our Vision: Branding Automation

ConsumingCultivatingCreating

Grow and improve using metric-driven insights

ConsumingCultivatingCreating

Branding Lifecycle

Guidelines

Planning and Budgeting

Creative Project

ManagementDecentralized teams

create content

Digital Asset

ManagementCentrally provide and

manage all content

Content Hub

Distribute and publish

to external online

and offline channels

Channels

Insights (Analytics and Reporting)

Native Apps

Seamlessly connected

native iPad apps

Brand Store

Equip your team with

advertising materials

Customers of All Sizes & From All Industries

VPS server

Local (HDD) storage

Bottlenecks: Uploading data, generating

previews, downloading multiple files.

Monthly deployments

How We Got Started

What steps did we take

to go Global?

Q4 2012

All data to Amazon S3

Move application and SOLR server to Amazon

EC2 (Q3 2013)

Migrated database and caching server to

Amazon RDS and Amazon Elasticache

Email notification with Amazon SES

Amazon ELB for load balancing and to handle

client certificates

Phase 1: Move to the cloud

AWS Summit Amsterdam (Q2 2013)

“Everything fails all the time”

Loosely coupled infrastructure

Phase 2: Microservice Architecture

Q4 2013

Separated processing functionality from main

application, communication with Amazon SQS

Converter, Zipper, Full-text indexer

Amazon EC2 Autoscaling groups

Amazon Elastic Transcoder

Phase 2: Microservice Architecture

Q3 2014

Amazon Cloudformation to automate

deployements

Jenkins for Continuous Integration (CI)

Deployed clusters globally, installed read-

replicas for Amazon RDS and SOLR

Phase 3: Going global

Allowing customers to have optimal

performance based on their geo-location

Regions currently in use:

- US-West (California, US)

- US-East (Virginia, US)

- EU-Central (Frankfurt, Germany)

- AP-North-East (Tokyo, Japan)

Local cluster available in Frankfurt to service EU

only clients

Amazon Route53 failovers

Phase 3: Going global

Upload Increase 2012 - 2016

0

75000

150000

225000

300000

Mo

nth

ly n

um

ber

of u

plo

ad

s

01/2012 - 04/2016

Q4 2012: Move to the cloud

Q4 2013: Microservice Architecture

Q3 2014: Going global

Daily pageviews: ~ 2.2 Million

Daily Amazon S3 traffic out: ~ 500GB

Daily Amazon Cloudfront traffic out: ~ 600GB

~ 45 deployements per week

~ 350 running Amazon EC2 instances

Total Amazon S3 storage: ~ 70TB

Cloud usage

Joined in Jan. 2014

Upgraded to Advanced Tier August 2015

Regular calls with AWS

Cost reduction

HIPAA + ISO27001 compliance

Partner Program

Task-based architecture

Celery

Amazon Lambda

New cluster in Sydney

China performance

Future Plans

Thank You!www.getbynder.com