Boosting Regional Performance: How IT and Marketing Solutions Scaled Seamlessly Across India and UAE with AWS

Executive Summary

A global IT and Marketing Solutions provider struggled with latency and application performance due to a legacy architecture—a single EC2 instance co-hosting application and database. As customer demand grew across India and UAE, they needed a scalable, regionally distributed infrastructure.

Using AWS Systems Manager, Amazon RDS, ALB with geo-location routing, and automation tools, the customer re-architected to a multi-region solution. This boosted performance, reduced latency, and established operational efficiency for future global growth.

The Challenge: Growing Beyond a Single-Region Architecture

Customer Overview

• Industry: IT and Marketing Solutions
• Workload Pattern: Enterprise workload running in production
• Headquarters: Global operations with growing customer base in India and UAE

Key Pain Points

• Performance bottlenecks during peak traffic
• Resource contention between application and database workloads
• Inability to serve UAE customers with low latency
• Manual infrastructure management leading to operational inefficiencies

The Solution: Regionally Distributed Architecture Using AWS Systems Manager

To improve performance and scalability, Media's infrastructure was re-architected with workload segregation, multi-region deployment, and automated operations using AWS Systems Manager.

Workload Partitioning

Using Systems Manager Session Manager, resource utilization was analyzed on the existing EC2 instance. Based on insights, workloads were separated as follows:

• Database Migration: Aurora was migrated to Amazon RDS in Mumbai for high availability and scalability. Systems Manager Run Command automated pre-migration tasks.
• Geo-distributed Application Deployment: A new EC2 instance was provisioned in the UAE using Fleet Manager.
• Geo-routing: An ALB with geo-location–based routing directed users to the closest regional instance.

Implementation Steps

Workload Analysis:

AWS Systems Manager Session Manager provided secure shell-less access, while Amazon CloudWatch helped confirm high CPU/memory use and the need to isolate workloads.

Database Migration:

Systems Manager Run Command was used to perform database export, backup, and reconfiguration. The application was then pointed to the new RDS instance.

Patch Manager was enabled for ongoing compliance and security updates.

Provisioning UAE Instance:

Fleet Manager provisioned a new UAE-based EC2 instance with consistent configuration (AMI, IAM, security groups), enabling local service delivery.

ALB Configuration:

Geo-location–based routing rules were automated using Run Command to ensure UAE users were routed to UAE servers and Indian users to Mumbai servers.

Customer Acceptance Testing (CAT)

Performance Testing:

Apache JMeter was used to simulate load from both India and UAE. CloudWatch confirmed reduced response times and consistent system behavior under load.

User Acceptance Testing (UAT):

My Inbox Media's QA team validated user experiences across regions. Tests confirmed UI responsiveness, stable backend operations, and data consistency.

Business Outcomes & Benefits

• Improved Application Performance: Segregated workloads led to smoother peak-time operations.
• Regional Latency Optimization: UAE users experienced faster access thanks to local EC2 and geo-routing.
• Operational Efficiency: Automation reduced manual tasks, minimizing misconfiguration risks.
• Scalable & Resilient Architecture: The system now supports future regional expansions with ease.

Conclusion: Future-Ready Architecture Powered by AWS

With AWS, Media evolved from a single-instance deployment to a multi-region, automated, and scalable platform. They're now equipped to deliver exceptional user experiences in both India and UAE while maintaining operational excellence.

About AWS for IT & Marketing Solutions

AWS empowers digital businesses with globally distributed infrastructure, scalable services, and automation tools. IT and marketing organizations like Media use AWS to reduce latency, automate operations, and drive growth.