and so, it's not only that they provide all these programs for the affiliates, they also stream all content, and at the 40th anniversary of Sesame Street,they completely broke down, because they were streaming out of their own datacenters.

Now one of the initiatives, of course,is accelerated computing, offloading, general purpose computing, accelerating all the software we can because it improves energy efficiency, reduces carbon footprint, reduces cost for our customers,improves their performance, so on, so forth.

so Omniverse is for industrial digitalization today we're announcing that Omniverse Cloud Omniverse which is a stack originally on-prem on large computers now available on Azure Cloud.

Generative AI has opened up the opportunity for every enterprise in the world to engage artificial intelligence. For the very first time, it is now useful, versatile, quite frankly, easy to use.

And so we are going to be augmented by Microsoft Copilot. And if you think that NVIDIA is moving fast now,we are going to be turbo charged by Copilot.

In fact, Phi 1.5 has only 1.3 billion parameters,but nonetheless, demonstrates state of the art performance against benchmark testing.

Once you have these models, the next up is the tooling consideration.

I'm absolutely blown away.

You're supposed to be in bed,I'm totally humbled by the fact that, I mean, I arrived here at 6:00 AM this morning, and you guys were already standing in line.

I don't deserve that, absolutely, but who do deserve an applause, is the quartet that just played. So, can I get your hands again?

I know you probably all cringe a little bit when I said cloud migration.

Now, after all, I actually noticed, that for quite a few of the people in the room,you've grown up your career in cloud.

For you, there was no pre-cloud, no hardware,no constraints like that, and but, the great thing about moving out of that whole hardware environment into the cloud was that we suddenly could build these architectures.

there was something about that all throughout.

If you get as old as me, then you start seeing the past with a little bit of rose-colored glasses.

In the past, there were situations in this world where we had hardware constraints that actually drove a lot of creativity.

if I think back about, being in the pre-cloud days of Amazon, the retailer, we were really good at predicting sort of how much capacity we needed.

We could maintain the decision to make sure we had 15% hardware over the expected peak for that year,but still, nothing could happen to us, nothing unexpected.

in the days that Wiis and PS4s were very scarce, someone posted a message somewhere saying, tomorrow, Amazon will have 1,000 Wiis for sale at 11:00 o'clock in the morning.

we worked our way around it, and we were very creative in trying to solve the problem to make sure that all the other customers still could be served,

but still, it'd be quite a lot of work and a lot of handholding, but more importantly,there were also restrictions on business innovation,

You would scratch your head and think, like, how are we going to do this, but we always made it work.

I didn't have to have long conversations with the business about reducing the footprint of things.

Instead, you could do everything, and as always, when constraints get removed, when we throw off the shackles of something that keeps us down, we have a tendency to swing this pendulum all the way to the other side.

but as speed of execution becomes more important, we kind of lost this art,this art of architecting for cost and keeping cost in mind,

what has become more noticeable in the last few years is that companies are increasingly interested in understanding the costs associated with their operations."

but they have to live within a strict budget,

That basically meant that they were still not very resource efficient, which is crucial for them, because the money they can save,they can do a lot of other things with,

They actually reduced their streaming cost by 80%

we've got quite a few companies that are asking us to really help them build more sustainable architectures,

I believe there is a significant role for us to play as a society, as a tech society, and as technologists, in making our systems as sustainable as possible.

and remember, in AWS, you pay for each individual resource used,which mean that cost is a pretty good approximation for the resources that you've used,and your contribution to sustainability.

Now, throughout this talk, when I say cost,I hope you also keep your mind sustainability at the same time.

They reorganized themselves as what's called a certified B-corp, a company that has the highest standards in environmental,social, and fiscal transparency,

so that they could start to forecast, track, and measure carbon emissions, while serving 80 million people a month,and they've done this for some very unique strategies,

they're not like legal laws. They're more like bio and physical laws, where you have lots of observations,and then you codify those in framework.

That class was so lame.I don't wanna take it.

I'm telling you,I've got pretty definitive evidence.

Let's face it,we're lost.

Let me get this straight.

If I'm correct,our next meeting is tomorrow,Novenmber 1st,at 7PM.

Let me read your notebook?

As far as we know,the Earth is the only planet to have oceans.

It takes 1.3seconds for light to reach the earth from the moon.

I was playing a video game then.

How about having her birthday party after work?

His name is known all over the country.

I had a chance to talk with people from different countries.

I drink tea with milk and sugar.

Go along this street for about five minutes.

I'm going to give a book to him.

They began to learn English in elementary school.

This kind of flower is seen all over Japan.

It was a wonderful moment that this family would never forget.

Orange are imported from California.

The new product will come out next month.

I set the alarm clock for seven.

He is worried about something.

His garbage causes trouble for his neighbors.

and the most important thing here is that cost needs to be a non-functional requirement,and if you think about non-functional requirements, now, there's all these sort of classical ones.Security, compliance, performance, availability.

I think security, compliance and accessibility are non-negotiable,and the other ones You can make all sorts of trade-offs

There's actually two other ones that I believe should be in this list as well: cost and sustainability. Both of them should be treated at equal weight when it comes to non-functional requirements for your business.

The pay-as-you-go goes for used resources,and actually, when we started building S3, as being the first really big AWS service, we had to think about what kind of resources are we using,

and the third dimension was the number of requests. Yeah. What I want you to take away from this is that,especially if you build something radically new, you may not have an idea about exactly how your customers are going to use your system,

So, make sure you can observe that and immediately react to it,

One read was eventually consistent. Basically, it runs a quorum underneath. Then let's say, there's three nodes in the quorum.

It goes down. It does one read to a node, and you may get last update or not.

We also launched with a strongly consistent read.

The strongly consistent read basically went under the covers the two reads to reach the quorum to make sure that you will get the latest update back.

we made sure that eventually consistent was half the price of strongly consistent, because we had to do twice as much as work in strongly consistent to access the one read for eventually consistent.

So, I want you to take away from that,you have to consider cost at every step of your design to really keep that in mind, and then if you think about sort of your business,because after all, we are not just building technology for technology's sake.

I hope that all of you are in an organization　 that probably has some agile development strategy, where you are close with your business partners.

We are continuously talking about the functionality of things. How reliable does it need to be? How scalable does it need to be,and most importantly, how much will this cost?

but we need to have this conversation continuously with our business partners.

Now, at one moment, especially when I started advising more and more startups,I tried to hammer this down on day one when a startup is thinking about that product.

What is the revenue model that you think you're going to have? How are you going to make your money?

And then make sure that you build architectures that follow this money. That's important, because if your costs rise over a completely different dimension, you're going to be toast, eventually.

align cost with revenue.

actually, cost doesn't grow in a completely different dimension,but also, that we can use economies of scale, eventually, to drive that cost down further,

and as you can see,if the difference between cost and revenue would be profit, profit should increase over time, if your cost rises over the same dimension as that your revenue is.

I've also worked with younger businesses in which it didn't go that well. This particular one was actually one of the first ones that were building these MiFi devices.

This was before ubiquitous mobile communication,and so, basically, you had to buy a ten-gig data package every time you ran out,

Be really smart to make sure that the dimensions of which you make revenue are also aligned with where your costs are coming from.

The higher the number of products in the catalog,the higher the likelihood is customers can find what they're looking for, gets a great customer experience, drives more traffic to the site,makes that more sellers want to sell on the site,

because there's more traffic, which means that the catalog gets bigger,more products in catalog, selection grows.

So, really, make sure that your business decisions and your technology decisions are in harmony with each other.

So, there was tension among these three different functional requirements: security, strong isolation, cost, and getting insight into your customers."

So, we were willing to take out technical and economic debt on day one.

we had to pay that off eventually, because just like any other debt, the interest keeps compounding, and at some moment, it becomes unattainable.

so, we knew we had to repay this debt, and we did that by doing massive innovation, and the innovation became what we now know as Firecracker,

My next observation is that architecting is always a series of tradeoffs,

and it's a series of tradeoffs between non-functional requirements and the functional requirements that you have as a designer.

Nubank is the fourth largest financial institution in Brazil and the fifth largest in Latin America.

It's truly instant, real-time liquidation, zero cost to customers, available 24/7, 365,and all backed by the Brazilian Central Bank,

it meaning when someone transfers you money,it's instantly available in your account, your regular account, so that you can make a purchase or pay a bill.

So, we spent five months developing Nubank's Pix flows to meet the ten-second latency requirement dictated to us by the central bank.

When it hit the market, Pix was a huge success,far outpacing the usage that Nubank had anticipated. In about a year, Pix transactions per month had exceeded the combined total of credit and debit transactions.

Is there a free shuttle to the hotel?

My room has'nt been cleaned