Mobile Acceleration Suite

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Cloud Platform for Faster Mobile Content Delivery

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  • Hi, My name is Shlomi Gian. GM for Cotendo Mobile services We are an Equinix customer. Today I will talk to you about: The performance challenge Show research data pairing latency with the mobile experience Present case studies from different mobile assets
  • A few words about Cotendo … .. Frost & Sullivan “New Product Innovation Award – Mobile Acceleration Platform In less than 3 years we added 450 customer. We specialize in Retail (forever21), Media (NPR), Social (Facebook, Twitter) and Financial Services
  • We are in the midst of the holiday season. Let’s talk about mobile commerce Unfortunately mobile services are very slow. On the right side you see Keynote data: mobile retailer site takes 10 seconds to load On the left side: Survey from Gomez. 48% of us will not wait more than 10 seconds This is a BIG lose Take a closer look at the sites. There are two classes: Sites are heavy on text and very small images (cvs, sears, walgreens) Sites that do not compromise on the content and offer high quality images to attract shopper (Footlocker, HSN, Bed Bath and Beyond) The first class is quicker to load, but not as pleasant to shop The second class offers better experience but many cannot load it in a timely manner
  • The general trend in mobile web is for more and richer content Http Archive is a research project managed by Google where they track trends in the mobile pace What we see is that the average page : - 311K representing an of Increase 20% in size in the last 6 months Generates 32 http requests 55% of its size are images
  • Let’s talk about network latency and why we believe that it is the #1 performance killer. Latency is defined as the amount of time (in milliseconds) it take for a packet travel from the client and the server. What do we see in this diagram? - On the right side: mobile application and services On the left side connected devices (smartphone, tablets, laptops) In the center we have the carrier GGSN – the gateway between the wired and wireless networks Latency on the wired network is 10-50 ms which is mostly related to the physical distance between the client and the server Latency on the cellular network is: 3-15 times higher and Suffers from high variability These two facts are very bad for the end user experience
  • First lets explore the dependency between latency and start page load The table here list 8 popular sites and how long it take to start the load (w\\o rendering time) under different latency They were tested under 30, 100, 200 and 300 milliseconds of latency CNN mobile site for example loads 4.2 seconds slower for 300 comparing to 100 ms latency The graph below clearly show that how leaner change in latency results in exponential change in start page load time What we see he is the main reason for web pages to load slower using connected devices
  • Second lets understand what happened when latency changes significantly The TCP protocol was invented over 3 decades ago It was designed to work under stable network conditions. Using it over wireless networks was not a work assumption ;-) TCP rely on something called the retransmission timeout (RTO) which is based on estimated RTT time When RTT changes and exceeds the timeout a packet loss is declared and Retransmission takes place Retransmits are causing delays in page load time and are the reason for inconsistent user experience
  • Our solution which is deployed in 30 data centers, many of them are Equinix focuses on reducing the number of roudtrips We use Cloudlet, FEO and SPDY protocol which are new CDN technologies to help in with this Our solution also takes advantage of more traditional web acceleration technologies such as caching and dynamic content acceleration
  • Let’s look at a few examples Here is the CBS mobile site. Vey rich experience, high quality images and videos but also very slow These type of sites can benefit greatly from acceleration . In this example about 30% improvement
  • IMAX mobile is an example of a relatively light site No scrolling, a few small images Even such a site can benefit from 20% faster page load time
  • And the last example of a typical relatively older design for a media site What these sites all have in common is the fact that they rely on third party mobilization (or content adaptation) companies to deliver the content Companies such as Netbiscuits, Kony Solutions, Antenna, Usablenet develop good applicxatin, but not so well on performance Do not assume that they cover you for this! Many of these companies are doing an excellent job when it comes to building good applications. However, they do not understand networking and content delivery so what we are seeing are sites that do not implement content delivery best practices
  • Going back to the CBS example. High quality images = slow load time
  • Mobile Acceleration Suite

    1. 1. Mobile Acceleration Suite “Cloud Platform for Faster Mobile Content Delivery” December 8th 2011 Cotendo – Confidential 2011
    2. 2. Who are we? <ul><li>Offices and employees </li></ul><ul><ul><li>Founded in Jan 2008 </li></ul></ul><ul><ul><li>100+ employees in North America, EMEA, & APAC </li></ul></ul><ul><li>Next Generation CDN Technology </li></ul><ul><ul><li>Web and Mobile Acceleration Suites </li></ul></ul><ul><ul><li>30 Global POPs </li></ul></ul><ul><li>Strategic Partnerships </li></ul><ul><li>Customers </li></ul><ul><ul><li>450+ customers under contract </li></ul></ul>
    3. 3. How Long Are We Willing to Wait? Source: Gomez-Compuware 48% Abandonment Rate
    4. 4. Mobile Content gets Richer and “Heavier” Source: http:// mobile.httparchive.org <ul><li>Popular mobile sites: </li></ul><ul><li>Weight over 300kb </li></ul><ul><li>Generate ~32 http requests </li></ul>Images account for over 50% of the page size
    5. 5. Latency. The #1 Mobile Performance Killer Network Latency: The distance between the client and the server measured in milliseconds * RTT – Round Trip Time
    6. 6. What’s the Impact of Latency on Page Load? Source: Blaze IO ( http://www.blaze.io ) 0.2 seconds increase in latency delayed page load start time by 4.2 seconds Data was generated using Unix “ dummynet ” utility Minor Latency changes exponentially affect page start load time
    7. 7. What Happens When Latency Changes? <ul><li>Facts: </li></ul><ul><li>Wireless latency changes constantly </li></ul><ul><li>The majority of mobile services are using TCP in the transport layer </li></ul><ul><li>TCP behaves poorly under changing conditions </li></ul>Note: Additional bandwidth will not help in this case Change in Latency TCP Packet Loss TCP Retransmit
    8. 8. Mobile Acceleration Suite (MAS) A Cloud service designed to speed up mobile delivery by reducing the number of round trips
    9. 9. CBS Mobile 21.394 secs 14.694 secs
    10. 10. IMAX Mobile 5.587 secs 7.037 secs
    11. 11. NPR Mobile 6.444 secs 4.883 secs
    12. 12. Adaptive Image Compression
    13. 13. Adaptive Image Compression (sample data) Size Reduction: 78%  Time Improvement: 64% iPad 100% Image Quality iPad 20% Image Quality Size Reduction: 77%  Time Improvement: 18% 100% Thumb Quality 20% Thumb Quality
    14. 14. Shlomi Gian General Manager, Mobile Cotendo shlomi @cotendo.com Cotendo – Confidential 2011

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