CDNetworks Reaching China with Your Website and Brand - The Hard Truth

1,678 views

Published on

Published in: Technology
0 Comments
0 Likes
Statistics
Notes
  • Be the first to comment

  • Be the first to like this

No Downloads
Views
Total views
1,678
On SlideShare
0
From Embeds
0
Number of Embeds
14
Actions
Shares
0
Downloads
0
Comments
0
Likes
0
Embeds 0
No embeds

No notes for slide

CDNetworks Reaching China with Your Website and Brand - The Hard Truth

  1. 1. REACHING CHINA WITH YOUR WEBSITE & CLOUD APPLICATION: THE HARD TRUTH Presented by Jerry Miller, VP of Technology, CDNetworks
  2. 2. CDNetworks
  3. 3. CDNetworks • The Global Cloud Acceleration Network • Transforming the Internet into a secure, high- performing application delivery network • Trusted partners in local markets • Experts on extending into global markets
  4. 4. Over 140 POPs Spread Globally
  5. 5. Over 24 POPs in China
  6. 6. Experts in China In China since 2006 : Local people with strong relationships CDNetworks has its own POPs, Office, NOC, HW, SW in China Experts on the Great Firewall, regulations, and licensing Experts on Web and Application Performance
  7. 7. AGENDA 1. China : The Opportunity 2. Network Latency 3. Peering : Why It Matters 4. Some Data 5. Navigating Regulations 6. Case Studies
  8. 8. 01 China : The Opportunity
  9. 9. BRIC – Key Growth Markets Internet Penetration and Users by Country Source: pharma7cee.com, “How Do We Spend our Time Online?” May 2012
  10. 10. Emerging Markets Internet Users by Region Internet Penetration by Region Lots of room for growth Source: Internet World Stats – www.internetworldstats.com/stats.htm Copyright : 2012, Miniwatts Marketing Group
  11. 11. China – Dominant Asian Market Top Internet countries in Asia, 4Q2011 Source: Internet World Stats – www.internetworldstats.com/stats3.htm Copyright : 2012, Miniwatts Marketing Group
  12. 12. …And Growing Fast China Internet Users 600 500 400 300 200 100 0 2007 - 2007 2008 - 2008 2009 - 2009 2010 - 2010 2011 - 2011 1H H1 H1 H1 1H Source: www.resonancechina.com/2011/07/28/total-chinese-internet- users-to-reach-551mm-by-2012
  13. 13. Still Lots of Slow Connections• Over 1 billion mobile subscriptions  BUT, only 144 million are 3G 3G• Over 284 million fixed line subscribers  BUT, only 155 million are broadband Broadband  Fast sites/apps are critical with slow connections Source: China Daily, “China mobile phone users exceed 1 billion” Mar. 30, 2012
  14. 14. Slower Sites Lose Revenue• Compuware study across 150 million page views: • Page view time from 2 sec to 4 sec = 8% abandonment • Page view time from 2 sec to 6 sec = 25% abandonment• Aberdeen Group in 2008 study: • 1-second response delay = 11% fewer page views 7% fewer conversions• Equation Research in 2009 study: • 58% of mobile users expect sites to download as fast as home PC • 88% of consumers are less likely to return to a site after a bad experience Sources: Compuware, “Why Web Performance Matters,” Aberdeen Group, “The Performance of Web Applications,” and Equation Research, “Why the Mobile Web is Disappointing End-Users”
  15. 15. 02 Network Latency
  16. 16. TCP Math Max Throughput (Mbps) 60.0 40.0 20.0 0.0 0 60 120 180 240 300 RTT (ms) 65kB window Max Throughput (Mbps) 20.0 15.0 30ms  100ms 10.0 70% reduction! 5.0 0.0 20 40 60 80 100 RTT (ms) 65kB window Source: RFC 1323
  17. 17. Average RTT (in ms)500 DESKTOP…400 MOBILE_…300200 Max Throughput (Mbps) 6.0100 5.0 0 4.0 BR CN IN RU 3.0 2.0 This is for 1.0 traffic, most going 0.0 through a CDN! 100 150 200 250 300 RTT (ms) Source: Cedexis raw data, Sept. 2012
  18. 18. Download time (sec) 0 1 2 3 4 5 6 Washington Philadelp… Atlanta Latency Boston Chicago 3X slower Toronto Kansas City Denver Los Angeles 5X slower San Diego San Jose Dublin Amsterdam Vancouver Dortmund Hamburg Berlin London 9X slower Vienna Milan Madrid Origin in Washington, DC USA Moscow Istanbul Tokyo  Slower download  Slower page load 14X slower Time to Download 24kB Object from Origin Mumbai Sydney New Delhi = More distance  Higher latency  Longer RTT “Site performance degrades as distance increases” Kuala…Source: Compuware Gomez backbone agents Shanghai 30X slower Chengdu Bangalore Beijing! 50X slower
  19. 19. China Geography New York Beijing – – Miami Guangzhou 1088 miles 1179 miles (1741 km) (1886 km) 26ms 20ms Hong Kong is NOT inside Great Firewall Image source: smith2china.wordpress.com
  20. 20. Major Cities in China Source: National Bureau of Statistics, IHS Global Insight, China SignPost™ 2009
  21. 21. In-Country Latency (USA) Backbone Latencies from New York City 77 2 New York City 28 69 45 7 66 19 40 26 Source: CDNetworks network monitoring POP latencies, Oct 2012
  22. 22. In-Country Latency (China) Backbone Latencies from Beijing 91 BeiJing 117 122 1 138 144 119 18 20 12 52 27 20 10 20 20 15 Hong Kong Source: CDNetworks network monitoring POP latencies, Oct 2012
  23. 23. Connectivity into China Japan S.Korea USA Hong Source: www.ctamericas.com Kong
  24. 24. International Latencies Beijing 17/185 30/290 40 350 50 180 220 330 250 Source: CDNetworks network monitoring POP latencies, Oct 2012
  25. 25. 03 Peering : Why It Matters
  26. 26. Networks in China 300 • China Telecom : 400 million lines (2012) 220 • China Unicom : 380 million lines (2012) 60 • China Mobile : 680 million users (2012) • CERNET : >20 million scholars (2006) • 21 ViaNet • China Railcom Excludes 2G subscribers Includes 2G subscribers Source: respective sites
  27. 27. Peering Why should you care about peering? In a perfect world, everything gets to where it’s going • No loss/QoS/congestion/filtering/deprioritizing/etc. In reality peering matters, especially in China o Sub-optimal routing = more latency o Congested links = packet loss o Different ISP filters = inconsistent results
  28. 28. Poor Peering = Poor Availability 61kB image (cacheable) Origin in Dallas, USA CDNetworks vs. origin vs. other CDN 100.0% availability can not be assumed for China Source: NetworkBench results, Aug. 2012
  29. 29. Congestion Is a Real Problem ShanXi Guangzhou, China Pskov, Russia Seoul, South Korea Kuala Lumpur, Malaysia Guangzhou Seoul, South Korea Frankfurt, Germany Cape Town, South Africa TianJin, China ?? Need multiple POPs and smart routing Source: CDNetworks network monitoring, Sep 2012
  30. 30. 04 Some Data
  31. 31. Showing Performance Gains 40kB static object before and after adjustment (CNAME change) 490ms What we want 68msGain #1 = (old time – new time) / (old time) = (490 – 68) / 490 = 86%Gain #2 = (old time – new time) / (new time) = (490 – 68) / 68 = 621%
  32. 32. Definitions Performance = time to download object or full site Availability = percent successes vs. total attempts
  33. 33. Performance Measurements Backbone Last-Mile Human Real User Feature Agent Agent Testing Monitoring Test flexibility Medium Medium High Low End user data No “Yes” Yes Yes Test points High V. High V. Low V. High Consistency High Low V. Low High Ok for trials Yes Yes Yes No Backbone agents are used for consistency across multiple tests / dates For this Presentation: • Mostly Network Bench for measurements • 70 agents vs. maybe 5 • all networks vs. CTC and/or CNC
  34. 34. More Agents = Better Simulation 5 agents in China 30 agents in ChinaPerformance : 16 sec  5 sec Performance : 25 sec  7 secAvailability : 99.2%  99.6% Availability : 91%  99%
  35. 35. Inside vs. Outside GFW Outside : Hong Kong Inside : Guangzhou 84 miles/134 km apart (<5 ms)
  36. 36. Inside vs. Outside GFW 64kB object download from test agents inside China using different origins: InsideChina = Guangzhou OutsideChina = Hong Kong ~40% slower download Source: NetworkBench results, Sep. 2012
  37. 37. Inside vs. Outside GFW 64kB object download from test agents inside China using different origins: InsideChina = Guangzhou OutsideChina = Hong Kong Similar improvement across 2 major ISPs Other ISPs are peered much worse! Source: NetworkBench results, Sep. 2012
  38. 38. Inside vs. Outside GFW Full page test vs. CDN outside China 19 to 6.6 seconds  1/3 of load time Source: CDNetworks customer results, 2012
  39. 39. Bigger Disparities Possible3 CDNs testing in US/Europe 3 CDNs testing in ChinaBest to worst ±40% or 1.7x Best to worst ±90% or 10x Source: prospect results using Gomez, Nov 2011 and Aug 2012
  40. 40. Faster Sites Do Better 100 TBs 90 80 70 60 50 40 30 20 10 0 Social Gaming Customer Go-Live: Feb. 2012 3.7x traffic in 6 months Source: CDNetworks customer results, 2012
  41. 41. Faster Sites Do Better - 2 350 TBs 300 250 200 150 100 50 0 Electronic Manufacturer Customer Go-Live: Feb. 2012 3X traffic in 6 months Source: CDNetworks customer results, 2012
  42. 42. Faster Sites Do Better - 3TBs Total Traffic Traffic Distribution Mar 2012700 ROW600 China China 25%500 Total400300200100 Aug 2012 ROW 0 China Mar-2012 Apr-2012 May-2012 Jun-2012 Jul-2012 Aug-2012 38% Mobile Gaming Customer 2.5X increase in China traffic 13% more traffic from China Source: CDNetworks customer results, 2012
  43. 43. Waterfall Comparison Full page e-commerce site download 8.0 sec 0.8 sec Source: Customer results via Fiddler, Oct 2012
  44. 44. Don’t Forget Transactions Multi-page transaction vs. origin in Singapore Source: CDNetworks customer results, 2012
  45. 45. Comments on Off-Site Content • Many big hostnames are (still) blocked in China •ajax.googleapis.com If your site depends on them, expect impactsec 0.8 fast.fonts.com brightcove.com google-analytics.com platform.twitter.com google-analytics.com Source: Customer results via Fiddler, Oct 2012
  46. 46. Here’s How It Hurts Source: Customer results via Firebug, May 2011
  47. 47. 05 Navigating Regulations
  48. 48. A Note on Compliance As a web site, application, or service provider, you should expect to conform to Chinese regulations to reach Chinese users Of Chinese Internet users, • >80% believe Internet controls are necessary • 84% believe the government should do it Do not expect users to bypass regulations and blocking techniques to reach your content Source: "Surveying Internet Usage and Impact in Five Chinese Cities," Research Center for Social Development, Chinese Academy of Social Sciences, Nov. 2007
  49. 49. Content Types Content Type Risk Level Adult/pornography Forbidden Gambling Forbidden Political Forbidden Anti-government Forbidden Religious High User-generated (SNS, BBS, blog, sharing) High News High Gaming Medium Entertainment Medium Software Low Enterprise Low e-Commerce Low
  50. 50. UGC?Includes video/image/doc uploads, blogs,review boards, forums, commentsWhy are these problematic?• Users can use it to upload/discuss problem content How to stay out of trouble?• Moderate before posting (automated or manual)• Likely remove profanity already  add to lexicon Image source: thistleprintworks.co.uk
  51. 51. Blocking Mechanisms Block IP, URL, keyword by DNS hijacking spoof DNS response IP blocking redirect IP to filtering router TCP reset RESET connectionBlocks look identical to any other Internet issue Source: www.internetfreedom.org, ChinaGreatFirewallRevealed.pdf and others
  52. 52. Just a Great Firewall? Blocks occur at international routers (97%)and internal routers (3%) Border router blocking  Great Firewall Blocking in AS  ISP censorship Different agencies = different standards Agent subjectivity = inconsistent blocking Sources: image: paulnoll.com and “Internet Censorship in China: Where Does the Filtering Occur?,” X. Xu, Z.M. Mao, and J.A. Halderman
  53. 53. Basic Process 1. Verify no prohibited content 2. Get required licenses 3. Put license numbers on bottom of home page 4. Monitor for issues Bei’An registration Issued by Beijing office Source: www.miit.gov.cn
  54. 54. Blocked – Now What? Blocks can occur due to mistakes or errors Blocks can be subjective (different companies/humans) Blocks can be temporary 1. Remove any problem material, if any 2. Talk to your CDN/agent to talk to the ISP (easier) 3. Talk to the ISP to remove the block (harder)
  55. 55. Licensing – Hire Local Experts• Hire an expert on regulations, licenses, and License/Registration/Permit Required? ministries ICP License Business-• Prepare and file all 京ICP证合字 030173号 specific licensing applications ICP Bei’An Registration YES• Speak/Read Chinese 京ICP备05070218号• Constant communication with governing bodies PSB Bei’An Registration YES• Monitor content on your behalf Industry-specific licenses Business-• 24x7 availability for • news specific • BBS warnings or takedown • publish notices • education• In China, relationships are • medical everything; Maintain • pharmacy • cultural relationships with • TV governing bodies
  56. 56. 06 Success Stories Source: www.lib.utexas.edu, Perry-Castañeda Library Map Collection
  57. 57. Leading international investment bank that specializes in online global trading and investmentResults • Launched in less than 2 weeks • Eliminated broken and slow trades to recover $millions in lost revenue per day China performance before & after CDNetworks • 16 seconds • Many errors • 3.4 seconds • No errors “CDNetworks was the only solution to meet our needs. They have their own infrastructure in China, provide dynamic acceleration technology, and are experts in both Chinese regulations and the Internet in China.” ‐ Ashley Latham, SVP Trading Products, Saxo Bank
  58. 58. Global industry association serving the nano- and micro-electronics manufacturing supply chainsResults • Reduce costs 60% • Download times cut in half • Eliminated outages for 100% uptime in China and globally China performance before & after CDNetworks • 20 seconds • Many errors • 9 seconds • No errors “Not only did they have the capabilities and global reach we required, they could combine all their services and regions into one simple plan. That’s the kind of operational simplicity and pricing visibility we needed.” - Shawn Gordon, Director Global IT Operations and Technical Services, SEMI
  59. 59. Cloud-based solution for organizations to design, administer and manage the very best possible benefits schemes for their employeesResults • Under 3 second load time for web application pages • Greatly improved usability of application • Consistent user experience around the globe 78s 1.5s “Anytime highly personalized content needs to be delivered from centralized data centers or even the cloud to remote locations, latency could be an issue. CDNetworks has the best solution for accelerating our cloud applications and dynamic content to global users including in mainland China.” - Mark Kay, Head of Technology Infrastructure, Thomsons

×