Digital Plymouth Latency – V0.1

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Digital Plymouth: The Cost of Latency.

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Digital Plymouth Latency – V0.1

  1. 1. Mark Craddock Managing Director – Flexible Computing Ltd
  2. 2.  Latency  is a time delay between the moment something is initiated, and the moment one of its effects begins or becomes detectable.
  3. 3.  Latency  The word derives from the fact that during the period of latency the effects of an action are latent, meaning "potential" or "not yet observed". ...  Nothing happens during this period
  4. 4.  Google Example  Google surveyed users and asked would you like 10, 20, or 30 results. Users unanimously wanted 30  Google increased the number of search results to thirty. Traffic and revenue from Google in the experimental group dropped by 20%  Analysis: The page with 10 results took .4 seconds to generate. The page with 30 results took .9 seconds.  Analysis: Revenue dropped by 20 % due to the latency of displaying 30 results was 0.5 seconds more than the latency of displaying 10  Adding the checkout icon (a shopping cart) to search results made the page 2% slower with a corresponding 2% drop in searches / user.
  5. 5.  Trading: In today’s world of electronic trading, “a millisecond advantage in trading applications can be worth $100 million a year to a major brokerage firm.”
  6. 6.  AOL: Page views drop off as page load times increase. Users in the top decile of page load times view ~7.5 pages/visit. This drops to ~6 pages/visit in the 3rd decile, and bottoms out at ~5 pages/visit for users with the slowest page load times.  Shopzilla: A year-long performance redesign resulted in a 5 second speed up (from ~7 seconds to ~2 seconds). This resulted in a 25% increase in page views, a 7-12% increase in revenue, and a 50% reduction in hardware.
  7. 7.  Latency should be the single most primary concern for the Digital Plymouth Project.  If we (Tax Payers) are to fund and host a Data Centre in Plymouth it must provide the lowest latency services possible, if we don’t, the data centre will be a very cold and empty space!
  8. 8.  Use the lowest latency connections possible!
  9. 9.  Apollo Transatlantic Cable  Tier 1 Internet Access  Bude Cable Station  Co-Location Facility  Carrier Agnostic  Dual Redundant Routes
  10. 10.  <5ms Latency to Docklands  Enables synchronous data replication  <34ms Latency to New York  Enables asynchronous data replication Plymouth London Bude Businesses Businesses Plymouth Cable Station London Surrey IXP POP PLINX L/S Apollo POP H2O - ISP London IXP Latency - 5 ms
  11. 11.  TATA Transatlantic Cable  Tier 1 Internet Access  Highbridge Cable Station  Co-Location Facility  Carrier Agnostic  Dual Redundant Route, Poddington, Barnstable  Initial Discussions to provide 10Gb Connectivity to Plymouth
  12. 12.  <5ms Latency to Docklands  Enable synchronous data replication  <34ms Latency to New York  Enables asynchronous data replication Plymouth London Highbridge Businesses Businesses Plymouth Cable Station London Surrey IXP POP PLINX L/S TATA POP H2O - ISP London IXP Latency - 5 ms
  13. 13.  Opportunities  Olympic Bids ▪ Low Latency Services – Docklands ▪ Connection Direct USA  Data Centre Services ▪ Hosting, Co-Location, Disaster Recovery Facilities  ICT Service Organisations ▪ No Longer Located Next to Data Centre  Call Centres (VOIP Applications) ▪ Student Population
  14. 14.  Google provides a user interface for the language Bork! Bork! Bork!  The Swedish Chef is a Muppet that appeared on The Muppet Show. He was operated by Jim Henson and Frank Oz simultaneously  He was one of the few Muppets to employ an actual puppeteer's hands, originally Oz's – that is, they were visible to the audience through his sleeves and facilitated handling food and utensils.  http://www.google.com/intl/xx-bork/

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