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Global Expansion:
Slow is the new Down Time
RBTE 2015
Mark Lewis
Senior Account Representative, EMEA
@MrMarkLewis
Dyn:
Internet Performance
Internet Performance =
Monitor
Control
Optimize
Analyze
Dyn: Internet Performance
#1
MANAGED DNS PROVIDER TO INTERNET RETAILER 500
5
Bricks & Clicks
Online stores
Coupon/deal sites
The Internet is creating
unprecedented opportunity!
The numbers tell the story.
$1.5tn
ONLINE RETAIL MARKET REVENUE IN 2014
The numbers tell the story.
£100bnUK ONLINE SALES IN 2014
GROWING AT 14% EACH YEAR
The numbers tell the story.
£21.6bnUK CHRISTMAS SHOPPING PERIOD ONLINE SALES
The numbers tell the story.
40%OF GLOBAL INTERNET USERS
ARE NOW BASED IN ASIA PACIFIC
Source – comSCORE
The numbers tell the story.
CHINESE CONSUMERS
SHOP ONLINE
8.4TIMES EACH MONTH
U.S. CONSUMERS
SHOP ONLINE
5.2TIMES EACH MONTH
The numbers tell the story.
67%HAVE SHOPPED ONLINE WITH RETAILERS LOCATED IN
OTHER COUNTRIES IN THE LAST YEAR
The numbers tell the story.
72%RATED THE EXPERIENCE AS NO BETTER THAN ‘OK’
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
This also presents
challenges…
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
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
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
What is your approach to
reach that opportunity?
Best Practice
Content
Close to
Customer
Worldwide spending
on cloud services and
infrastructure will grow by
25% in 2014, reaching $100B*
*Source — IDC
And the smartest ones
are investing in multiple.
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
Which services, where and how do you
optimize them when the Internet is
an ever-changing puzzle?
But…
Internet Performance =
The Intelligence: Monitor + Analyze Internet Performance
The Intelligence: Monitor + Analyze Internet Performance
The Action:
Control + Optimize Internet Performance
Control Optimize
Cloud Services Stack
DNS
CDN
SERVERS
Managed DNS Provider with an Anycast Network
Managed DNS Provider with an Anycast Network
Managed DNS: Geo Load Balancing (Traffic Director)
• 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
Content Delivery Networks
Content Delivery Networks
CDN = PERFORMANCE
PERFORMANCE = £
DYN + CDN = ££££
Content Delivery Networks
“We’re not the CDN,
we make the CDN better”
Content Delivery Networks
#justone?
Cloud Servers
Cloud Servers: Questions
• Which region?
• Which Provider?
• What’s performance like?
• What’s their uptime?
• How quickly can they scale for you?
Preventing Downtime
The numbers tell the story.
85%OF THE INTERNET RETAILER 500 HAD AN OUTAGE LAST
YEAR
Source – eMarketer
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
Build in Resilience at every level:
DNS
CDN
Data Centre
Server
So…
Traffic:
Good Problem/Bad Problem
Traffic Profiles
• 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
• 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
China:
The Wild, Wild East
CHINA
72% of multinational companies reported that
slow or unstable Internet access has impeded
their ability to effectively do business in
China.
CHINA NETWORK
CHINA
• Same rules – Content Close to
Customer
• Serve everything from the far side
• DNS, CDN, Cloud Servers
Avoiding the Firewall
Conclusion
55
Pg. 56
Talk with me.
Stand #168
Mark Lewis
@MrMarkLewis
mlewis@dyn.com

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Slow is the New Down - Global Ecommerce