© 2015, Amazon Web Services, Inc. or its Affiliates. All rights reserved.

Arjun Cholkar, AWS Principal Product Manager

Asha Chakrabarty, AWS Solutions Architect

Fabricio Pettena, COO LATAM, Rocket Internet

Eddie Dingels, Director of Architecture, Earth Networks

October 2015

MBL307

Scalable Messaging ArchitecturesHow Mobile Businesses and Enterprises Use Amazon SNS to Power Their

Messaging Needs

Amazon Simple Notification Service Fast, flexible, global messaging to any device or endpoint

Global and fast at

high scale

Send billions of

messages per day with

minimal latencies across

the world.

Send messages to any

device or endpoint

Send notifications

through mobile push,

email, HTTP or SMS, or

messages to Amazon

SQS or AWS Lambda.

Support for multiple

platforms or frameworks

Use Java, Python,

PHP, Node.js,

Objective-C, or .NET

Used by thousands of mobile apps and enterprises

One API - Multiple destination types

Back-end

systems(via AWS SDK)

End-user devices(via AWS Mobile SDK)

“Direct Publish”

publish(msg,endpointARN)

AP

NS

GC

MA

DM

WN

S

Mobile push gateways

iOS

Android

FireOS

Windows

“Topic Publish”

publish(msg,topicArn)

Amazon SQS queues

HTTP destinations

SMS (US mobile numbers)

Email

AWS Lambda functions

@

100K Topics x 10Million Subs per Topic = 1Trillion Subs by Default

100K Topics

per account by

default

Publish messages in three simple steps

1Create a platform application

pReq = CreatePlatformApplicationRequest(“Foo”,”APNS”)

pArn = sns.createPlatformApplication(pReq)

2 Create a platform endpoint

eReq = CreatePlatformEndpointRequest(pArn, <TOKEN>)

eArn = sns.createPlatformEndpoint(eReq)

3 Publish to the platform endpoint

pubReq = PublishRequest(eArn, “SNS Direct Publish”)

sns.publish(pubReq)

1 Create a topic

tReq = CreateTopicRequest(“Bar”)

tArn = sns.createTopic(tReq)

2 Create a subscription (or many)

sReq = SubscribeRequest(tArn,”sqs”,qArn)

sArn = sns.subscribe(sReq)

3 Publish to the topic

pubReq = PublishRequest(tArn, “Topic Publish”)

sns.publish(pubReq)

Direct Publish Topic Publish

How are our customers using SNS?

Engage users with intelligent push notifications

Analytics data

collectionAmazon Redshift

Marketing

App back endAmazon SNS

mobile push

Use analytics to target users with fine-grained push notifications

Easy TaxiFabricio Pettena, COO LATAM, Rocket Internet

TAXIEASY Easy Taxi is one of the world’s most downloaded taxi apps.

Founded in June 2011 in Rio de Janeiro, Brazil, the service has

expanded to 30 countries and over 420 cities globally,

redefining the landscape of urban mobility.

① ride accepted

② taxi arrived

③ boarding

④ payment

⑤ rate the ride

SNS is part of

the ride workflow…

…and helps our CRM team

talk to millions of riders

and 400k+ drivers

promo codes

traffic alerts

campaigns

“care days”

partner programs

In sync with riders and drivers via mobile push

SNS driving the ride workflow

SNS

Handles delivery

Mobile Clients

• Push + deep links

• Assures workflow

• Generates engagement

Main API

• Auto Scaling group

• 000’s of txns/sec

MongoDB

on EC2

PHP

Ride Workflow

Running

on EC2

• Drives each step on the taxi rides

• Sends pushes for key events

• “Taxi arrived,” “Ride paid,” etc.

SNS enabling CRM activities through mobile

push

Marketing

teamPHP-based

scheduling

app

Standard segmentation• city/area

• driver or rider

Ad-hoc segmentation• top riders, drivers

• drivers near a POI now

• …

Queue• Beware of deep links

• Throttle at 6k/min

SNS

Handles delivery

Bigquery &

MongoDB

Mobile clients

Main API

…

per day

NUMBERS:MESSAGES

1million+ 50+per day

CAMPAIGNS

SNS in the wild

Breaking news through SNS

PHP-based

“push console”

Newsroom

editor

National

NSW

Amazon

SNS

iOS

audience

Android

audience

Amazon

Cognito

2

1

Key Flows

1 Guest authentication with

Amazon Cognito

2

2 App registers with appropriate topics

Amazon

CloudWatch

Amazon

Kinesis

SumoLogic

GCM

APNS

3

3 Editor pushes a story

4

4

4 Clients load and display push

5

5 Logs and metrics gathered to

dashboard

From print to digital to mobile media

Migrated to SNS And in 2 months …

72% growth in push

notification volumes

89% growth in app

installs

204% growth in ad

impressions

• Established in 1948 and has print sales of 1.3 million copies daily as of 2015.

• Launched digital offering in 2009 and currently gets 150 million page views per day.

Entered into mobile,

but ran into …

Scalability challenges

High latency

Font limitations

User management

issues

Device management

issues

GCM

APNS

Amazon SNS

News category

to token mapping

Punjab Kesari

Back end

Punjab Kesari subscriber

SNS fan-out for S3 event notifications

• Event-driven data processing

architecture

• Parallel processing of same data

source

• SNS notifies different subscribers of

the S3 data event notifications

• Each subscriber processes the data

independently

• Data is stored in a storage

component of choice

Task automation with SNS, Lambda

Input from CloudWatch alarms

• EC2 metrics: CPU, disk, network, health

• EBS metrics: read/write bytes/ops

• ELB metrics: HTTPCode

• S3 metrics: NumberObjects, BucketSize

• DynamoDB metrics: read/write capacity

• Custom metrics/alarms

Output functionality

• Launch instance/tasks/apps

• Provision tables/shards/storage

• External endpoints

Using SNS as a messaging bus

• Decouple your architecture using SNS

• Use SQS for reliable storage of messages for immediate

or delayed processing

Amazon SNS

SQS queue

SQS queue

SQS queue

Earth NetworksEddie Dingels, Director of Architecture, Earth Networks

Company

Big data and IoT sensor networks

• World’s largest environmental sensor networks

• Extensive proprietary core sensor network & shared network sources

• Highest degree of environmental monitoring and prediction through

big data and algorithmic modeling

Co

re t

ec

hn

olo

gy

Ap

plic

ati

on

s

Consumer

• Local/accurate

• Safety

• Online

• Mobile

• Television

• Public safety

• Forecasting

• Environmental

• National agencies

Enterprise Government

• Safety

• Forecasting

• Energy

• Aviation

• Commercial

Smart Home

Intelligence

• Consumer

engagement

• Energy efficiency

• Demand response

Earth Networks ESB

Need

Reliable notifications between

decoupled services and tiers

Solution

SNS + SQS = Simple ESB

SQS

queue

SQS

queue

SQS

queue

SNS Topic

Earth Networks ESB

Tiers

• Alerts

• Surface observations

N pub to M sub

• Allows processing of each message at

an individual subscriber or set of

subscribers

• If a subscriber fails, can leave the

message on the queue for pickup

SQS queue

SNS Topic

Earth Networks ESB – Observation ingest

SNS Topic

SQS queue

SQS queue

SQS queue

Instance - FTP

Instances - UDP

Instance - ETL

Data marts

Data warehouse

Quality control

DynamoDB

Amazon

Redshift

50 million+ ESB messages per day

Earth Networks ESB

Fan-out

• Slowly moving data domains/dimensions

• Mapping (GIS)

1 pub to M sub

• Allows consistent fan-out to M number of

subscribers

• Ensures that each subscriber is eventually

consistent

SQS queue

SNS Topic

SNS Topic

SQS queue

SQS queue

Data

processing tier

Earth Networks ESB – Mapping data pipeline

Mapping

instance

Mapping

instance

CloudFrontELB

S3

SNS Topic -

radar

SNS Topic -

alerts

SQS queue

SQS queue

30 Distinct Data Topics

Earth Networks ESB

Aggregation

• Reporting

• KPI

N pub to 1 sub

• Allows aggregation and synchronization from

multiple sources without data loss

• Subscriber can be run in auto-scaling pool of

size 1

• Can add troubleshooting clients

SQS queue

SNS Topic

SNS at Earth Networks

• Solid notification platform

• Internal messaging

• Complex patterns supported with SQS

• Scales seamlessly

Summary

Amazon SNS is useful for

• Mobile and enterprise messaging workloads

• Direct messaging

• Broadcast messaging

• Targeted messaging

Create custom messaging architectures that scale by using Amazon SNS with • AWS application services like Amazon SQS

• AWS mobile services like Amazon Mobile Analytics

• AWS compute services like AWS Lambda

• AWS storage services like Amazon S3

• AWS management services like Amazon CloudWatch

Sessions you don’t want to miss!

MBL202

Mobile State of the

Union: Mobile Apps

Powered by AWS

Thursday, Oct 8th

1:30 PM - 2:30 PM

Palazzo K

WRK202

Rapid Mobile App

Development on AWS

Thursday, Oct 8th

3:15 PM – 5:15 PM

Galileo 1006

MBL309

Analyze Mobile App

Data and Build

Predictive Applications

Friday, Oct 9th

9:00 AM - 10:00 AM

Titian 2201B

Remember to complete

your evaluations!

Thank you!

Arjun Cholkar, Principal Product Manager

Asha Chakrabarty, Solutions Architect

Fabricio Pettena, COO LATAM, Rocket Internet

Eddie Dingels, Director of Architecture, Earth Networks