Presentation from Retail Business Technology Expo 2015 covering best practice for global ecommerce, avoiding downtime, trading in China and planning for traffic spikes as a result of Black Friday and DDOS attacks

1. Global Expansion:
Slow is the new Down Time
RBTE 2015
Mark Lewis
Senior Account Representative, EMEA
@MrMarkLewis

2. Dyn:
Internet Performance

3. Internet Performance =
Monitor
Control
Optimize
Analyze

4. Dyn: Internet Performance
#1
MANAGED DNS PROVIDER TO INTERNET RETAILER 500

5. 5
Bricks & Clicks
Online stores
Coupon/deal sites

6. The Internet is creating
unprecedented opportunity!

7. The numbers tell the story.
$1.5tn
ONLINE RETAIL MARKET REVENUE IN 2014

8. The numbers tell the story.
£100bnUK ONLINE SALES IN 2014
GROWING AT 14% EACH YEAR

9. The numbers tell the story.
£21.6bnUK CHRISTMAS SHOPPING PERIOD ONLINE SALES

11. The numbers tell the story.
40%OF GLOBAL INTERNET USERS
ARE NOW BASED IN ASIA PACIFIC
Source – comSCORE

12. The numbers tell the story.
CHINESE CONSUMERS
SHOP ONLINE
8.4TIMES EACH MONTH
U.S. CONSUMERS
SHOP ONLINE
5.2TIMES EACH MONTH

13. The numbers tell the story.
67%HAVE SHOPPED ONLINE WITH RETAILERS LOCATED IN
OTHER COUNTRIES IN THE LAST YEAR

14. The numbers tell the story.
72%RATED THE EXPERIENCE AS NO BETTER THAN ‘OK’

15. The numbers tell the story.
85%WOULD CONSIDER BUYING ONLINE MORE OFTEN FROM A
RETAILER BASED IN ANOTHER COUNTRY IF IT WERE
FASTER AND EASIER

16. This also presents
challenges…

17. The numbers tell the story.
40%OF ONLINE SHOPPERS WILL BOUNCE IF THEY HAVE TO
WAIT 3 SECONDS OR MORE FOR A PAGE TO LOAD
Source – eMarketer

18. HOW DOES PERFORMANCE IMPACT YOUR BUSINESS?
ONE SECOND DELAY =
7%
11%
16%
REDUCTION IN ONLINE
CUSTOMER CONVERSION
FEWER PAGE VIEWS
DECREASE IN CUSTOMER
SATISFACTION
Source: Aberdeen Group

19. HOW DOES PERFORMANCE IMPACT YOUR BUSINESS?
YAHOO FOUND THAT AN ADDITIONAL
ONE-SECOND SERVER DELAY RESULTED IN A
2.8% REVENUE DECREASE
(AND NEARLY A 2 SECOND INCREASE IN TIME TO CLICK)
Source: GARTNER

20. 20

21. What is your approach to
reach that opportunity?

22. Best Practice
Content
Close to
Customer

23. Worldwide spending
on cloud services and
infrastructure will grow by
25% in 2014, reaching $100B*
*Source — IDC

24. And the smartest ones
are investing in multiple.

25. Multi-cloud is a clear strategy
for the majority of enterprises
• More than two-thirds will use
2 or more cloud service providers
• Willingness to work with smaller
providers indicates greater leaning
towards multi-cloud
Multi-cloud is the majority approach
65%
67%
Our organization is willing
to do business with small
and very small Cloud
services firms if we feel
that they have an
innovative offering
We expect that we will
have to have 2 or more
major Cloud providers
(Infrastructure, Platform
and Applications) to meet
our needs
On a scale of 1-5, please indicate the extent to
which you agree with the following statements
about your firms’ use of external Cloud vendors
N=1000 / Source: IDC 2013 CloudTrack Survey

26. Which services, where and how do you
optimize them when the Internet is
an ever-changing puzzle?
But…

27. Internet Performance =

28. The Intelligence: Monitor + Analyze Internet Performance

29. The Intelligence: Monitor + Analyze Internet Performance

30. The Action:
Control + Optimize Internet Performance
Control Optimize

31. Cloud Services Stack
DNS
CDN
SERVERS

32. Managed DNS Provider with an Anycast Network

33. Managed DNS Provider with an Anycast Network

34. Managed DNS: Geo Load Balancing (Traffic Director)

35. • Reduces Latency through fast
response times
• Improves site uptime through high
availability
• Helps you route customers to the
closest endpoint for improved
experience
• Size and scale to deal with Traffic
spikes
• Pay as you grow
Anycast DNS

36. Content Delivery Networks

37. Content Delivery Networks
CDN = PERFORMANCE
PERFORMANCE = £
DYN + CDN = ££££

38. Content Delivery Networks
“We’re not the CDN,
we make the CDN better”

39. Content Delivery Networks
#justone?

40. Cloud Servers

41. Cloud Servers: Questions
• Which region?
• Which Provider?
• What’s performance like?
• What’s their uptime?
• How quickly can they scale for you?

42. Preventing Downtime

43. The numbers tell the story.
85%OF THE INTERNET RETAILER 500 HAD AN OUTAGE LAST
YEAR
Source – eMarketer

44. Implications of Failure
• Average availability in 2014 = 99.72%
.28% = 1,472 minutes of outage (total of 24.5 hours/year)
• Median annual revenue for the IR500 = $80 million
• Lost revenue due to outages: $223,000+
Internet Retailer 500

45. Build in Resilience at every level:
DNS
CDN
Data Centre
Server
So…

46. Traffic:
Good Problem/Bad Problem

47. Traffic Profiles

48. • Think Black Friday, Cyber Monday,
China Singles day…
• The bigger you are, the bigger the
problem
• Prepare well in advance
• Work with providers who have scale
• Technical and contractual flexibility
Good Problem

49. • Think DDOS…
• Money, Politics or Religion
• Have a plan
• Deal with problem at the edge i.e. as
far away from your Data center as
possible
• What DDOS mitigation technology and
experience do your cloud providers
have?
Bad Problem

50. China:
The Wild, Wild East

51. CHINA
72% of multinational companies reported that
slow or unstable Internet access has impeded
their ability to effectively do business in
China.

52. CHINA NETWORK

53. CHINA
• Same rules – Content Close to
Customer
• Serve everything from the far side
• DNS, CDN, Cloud Servers
Avoiding the Firewall

54. Conclusion

55. 55

56. Pg. 56
Talk with me.
Stand #168
Mark Lewis
@MrMarkLewis
mlewis@dyn.com