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- 1. LEADER’S VIEW OF THE eCOMMERCE MARKET ENVIRONMENT,THREATS AND BUSINESS FUTURE John Dillon VP, Chief Marketing Officer - EMEA
- 2. ©2014 AKAMAI | FASTER FORWARDTM Agenda Akamai and the evolution of the Web Internet & eCommerce outlook in Russia The opportunity and challenges Best practices for managing situational performance online
- 3. ©2014 AKAMAI | FASTER FORWARDTM • Delivering around 30% of global Web traffic • 2 trillion interactions daily • Protecting sites against 200 Gbps+ attacks • Enabling >$250 billion in annual eCommerce • A single network hop from 90% of Internet users
- 4. ©2014 AKAMAI | FASTER FORWARDTM Evolution of the Web
- 5. ©2014 AKAMAI | FASTER FORWARDTM Grow revenue opportunities with fast, personalized web experiences and manage complexity from peak demand, mobile devices and data collection.
- 6. ©2014 AKAMAI | FASTER FORWARDTM Today’s Shopper Is Empowered and Connected
- 7. ©2014 AKAMAI | FASTER FORWARDTM Russia – Internet and e-Commerce Outlook Internet users & mobile traffic growth projections Source: Emarketer/ Statista 2014 Source: J’son & Partners, Mobile Internet Market Review, 2013 0 10 20 30 40 50 60 70 80 90 100 2011 2012 2013 2014 2015 2016 Internet Users (M) 0 500 1000 1500 2000 2500 3000 3500 2011 2012 2013 2014 2015 2016 Mobile Data Traffic (PB) 62.4% of population by 2016 Over 50% CAGR
- 8. ©2014 AKAMAI | FASTER FORWARDTM Russia – Internet and e-Commerce Outlook Online Shoppers and forecast e-Commerce market. Source: Emarketer/ Statista 2014 Source: J’son & Partners, Mobile Internet Market Review, 2013 0 10 20 30 40 50 60 70 80 90 Online Shoppers (as a % of Internet users) 0 5 10 15 20 25 30 2011 2012 2013 2014 2015 2016 Russia E-Commerce Market (€Bn) Over 25% CAGR
- 9. ©2014 AKAMAI | FASTER FORWARDTM Business Opportunities Retail traffic growth online Big shopping events Mobile traffic to retail sites Opportunity to engage shoppers across multiple channels
- 10. ©2014 AKAMAI | FASTER FORWARDTM But Challenges Persist…. Online traffic growth Mitigate security risks Critical big events Scale seamlessly Increased Mobile Traffic Make mobile fast Omni channel consumers Situational performance
- 11. ©2014 AKAMAI | FASTER FORWARDTM Wide variety of needs and content … The Web Is Now… SITUATIONAL … delivered online to any device or location.
- 12. ©2014 AKAMAI | FASTER FORWARDTM Delivering Fast, High Quality Experiences is Challenging Device Types Browsers Connectivity Content Origins Yours 3rd Parties
- 13. ©2014 AKAMAI | FASTER FORWARDTM Best Practices 1. Measure 2. Optimize 3. Secure
- 14. ©2014 AKAMAI | FASTER FORWARDTM Best Practices for Optimizing Web Experiences 1. Measure customer experiences • Monitor performance of real users. • Focus on your customer situations.
- 15. ©2014 AKAMAI | FASTER FORWARDTM Are My Most Important Users Having a Good Experience? iPhone Users Android Users Android devices loaded 30% slower… … and they had 2x as many requests Android iPhone 166,811 140,000 120,000 80,000 60,000 40,000 20,000 0 100,000 Count Time(inms)
- 16. ©2014 AKAMAI | FASTER FORWARDTM Best Practices for Optimizing Web Experiences • • 2. Optimize performance • Position content closer to end-users. • Reduce network latency, number of requests, page size. • Accelerate rendering.
- 17. ©2014 AKAMAI | FASTER FORWARDTM Optimize Performance Across Situations Customer Infrastructure Internet Backbone Local ISP/Mobile Network Operator Caching IP/Routing Pre-fetch FEO Compression TCP/Transport HTTP/Protocol
- 18. ©2014 AKAMAI | FASTER FORWARDTM Grow revenue opportunities with fast, personalized web experiences and manage complexity from peak demand, mobile devices and data collection. Data from Real Users 65k data points over 7 days Optimised No Optimisation
- 19. ©2014 AKAMAI | FASTER FORWARDTM Grow revenue opportunities with fast, personalized web experiences and manage complexity from peak demand, mobile devices and data collection. Data from Real Users 65k data points over 7 days 16% 33% less audience >8 seconds with Aqua Ion Optimised No Optimisation
- 20. ©2014 AKAMAI | FASTER FORWARDTM Grow revenue opportunities with fast, personalized web experiences and manage complexity from peak demand, mobile devices and data collection. Data from Real Users 65k data points over 7 days 49% 26% more audience under 4 seconds with Aqua Ion Optimised No Optimisation
- 21. ©2014 AKAMAI | FASTER FORWARDTM Best Practices for Optimizing Web Experiences • • • • • 3. Secure online presence • Protect customer data and ensure availability.
- 22. ©2014 AKAMAI | FASTER FORWARDTM Cyber Criminals Seize Opportunity Attacksperpageview 11/1/2013 11/8/2013 11/15/2013 11/22/2013 11/29/2013
- 23. ©2014 AKAMAI | FASTER FORWARDTM Best Practices 1. Measure 2. Optimize 3. Secure
- 24. ©2014 AKAMAI | FASTER FORWARDTM Grow revenue opportunities with fast, personalized web experiences and manage complexity from peak demand, mobile devices and data collection.
- 25. ©2014 AKAMAI | FASTER FORWARDTM Grow revenue opportunities with fast, personalized web experiences and manage complexity from peak demand, mobile devices and data collection. Please visit the Akamai Booth #19 Live Web Performance Tests Learn about Real User Monitoring Apple iPad Competition
- 26. Thank you
Editor's Notes
- Evolution of the Web and Innovation in the market - Retailers driving a lot of innovationDigital Commerce - consumers don’t go online, we are online. So are stores and store associatesWeb is Situational - need more intelligence to deliver immersive experiencesDrivers and Trends creating opportunity for revenue growth - Online Traffic Growth - Big Opportunity Events - Mobile Trends - OmniChannelChallenges/ Roadblocks - Online traffic growth = Mitigate security risks -Critical big events = Scale seamlessly - Increased Mobile Traffic = Make mobile fast - Omni channel consumers = Situational performanceBest Practices & Solutions – must measure to improve - optimize perf - make it secure (leaders in DDoS – acquisition of prolexic)
- Rather than creating separate brand personalities for our solutions, we’re highlighting the master Akamai brand. All of our offerings are categorized into Akamai Solution Families with descriptive names vs. separate emotive names –( you may need to describe what an emotive name means). Our offering comprises: Akamai Web Experience SolutionsAkamai Hybrid WAN SolutionsAkamai Web Security SolutionsAkamai Digital Media SolutionsAkamai Network Operations Solutions We are differentiating from competitors by showing how every Akamai solution is part of an ecosystem that includes our platform, control center and professional services. Every time we present an Akamai solution, we must also include reference to these differentiators
- Looking at the Internet and it’s pervasiveness, it will likely continue to empower consumers and change behavior into the future. Consumers will continue to become more knowledgeable about options, more demanding in terms of service, and less and less likely to seek professional advice offline… this means you need consistency between the brand promise and product delivery and a quality of experience.
- Infrastructure & LogisticsConsumer ConfidenceForeign online retailers increasing their Russian market share & entering Russia Regulation Development & acceptance of online payment system.
- IBM reported record-setting mobile numbers as well, and broke down some of the details in its IBM Digital Analytics Benchmark. According to the report:Mobile traffic grew to 39.7 percent of all online traffic, an increase of 34 percent over Black Friday 2012. Mobile sales were also strong, reaching 21.8 percent of total online sales, an increase of nearly 43 percent year-over-year.Smartphones drove 24.9 percent of all online traffic on Black Friday compared to tablets at 14.2 percent, making it the browsing device of choice. Tablets drove 14.4 percent of all online sales, double that of smartphones, which accounted for 7.2 percent of all online sales. On average, tablet users spent $132.75 per order compared to smartphone users who spent $115.63, a difference of 15 percent.
- Embrace the left, manage the rightDownside to traffic and revenue growth online. Target example? TJ Maxx? The number attacks surprised even those of us on the Security side of the Akamai house. We had predicted that the malicious web requests would essentially rise with at about the same pace as legitimate holiday traffic. So given that we recorded, as Margaret mentioned, about a 2.67x increase in legitimate traffic on Black Friday as compared to November 1, we expected to see around 2.67 times as much attack traffic on Black Friday as on November 1. Instead, we saw roughly 5 times as much attack traffic. In other words, attack traffic grew at 2.5 times the rate of legitimate traffic on Black Friday. What kinds of attacks did we see?Average online shopper expects a web page to load in 2 seconds or less. And 78% of those who are dissatisfied with website performance will turn to another site.Today’s shoppers expect fast sites. Expectation vs Reality and Impact of Performance on Business
- IP/Routing Optimizations-Dynamic Mapping-Sure Route Path Optimization-Enhanced Akamai Protocol-IPv6 Adaptation TCP/Transport Optimizations-Automated Failover-Connection Offload-Transport Optimization HTTP/Protocol Optimizations-Edge Caching-Data Compression-Origin Offload-Dynamic Page Caching-Akamai Instant-HTTP Pipelining-Mobile Detection and Redirect-Device Characterization HTML/Presentation Optimizations-Embedded Object Prefetching-Adaptive Image Compression-Front-End Optimization (FEO)A Cloud service built on the Akamai Intelligent Platform, 119,000+ servers in over 2000 locations in 80+ countries designed to speed up mobile delivery by reducing round trips and latency through introducing performance optimization and intelligenceMobile TCP OptimizationsNetwork settings tolerant of latency and data retransmission in MNOMobile Network MapReduce distance to MNO IP GatewaysDynamic Site AccelerationMiddle mile optimizationMobile CachingCaching close to the MNO IP GatewayAdaptive Image CompressionConsistent experience across varied network performanceDevice CharacterizationRespond to specific device capabilitiesMobile Detection & RedirectRedirections issued from the Edge, with device DB managed by AkamaiHTTP PipeliningMaximize TCP connections to devices with limited resourcesMobile Network MapReduce distance to MNO IP GatewaysDynamic Site AccelerationMiddle mile optimizationMobile CachingCaching close to the MNO IP GatewayThe Akamai Intelligent Platform forms the basis of delivery for Aqua Ion Mobile. This globally-distributed cloud platform continuously pulls and caches fresh content from web servers onto servers that are closer to the “gateway nodes” that serve as the on-ramp between the public Internet and private mobile carrier networks. Akamai’s dynamic mapping system directs user requests for mobile application data and mobile Web sites to an optimal Akamai Edge server. Then, through route optimization, we identify the fastest, most reliable path back to the data center serving dynamic and interactive content to mobile users. The maps increase the low level DNS TTL from 20s to 360s. By increasing the LLDNS TTL, availability will be impacted when a whole region that the user is connected to becomes unavailable. By increasing the LLDNS TTL, performance mobile networks when slow is significantly increased by reducing the number of DNS refreshes for the domain. Any request, DNS or HTTP, will invoke a long network latency during slow network times.Lower the initial retransmit timeout (RTO) value, timeout_init to 500ms for both edge-to-user and edge-to-originLower the maximum retransmit timeout value: rto_max to 1s for both edge-to-user and edge-to-originEnable TCP double SYN - In a lossy network, we don't need to wait if the SYN is lost, instead we send the SYN twice reducing the chance of loss.
- Deliver Better Experiences to Mobile UsersOnline retailer’s homepagehttp://www.fingerhut.com (Bluestem Brands)64,805 data points over 7 day period
- Online retailer’s homepagehttp://www.fingerhut.com (Bluestem Brands)64,805 data points over 7 day period
- Online retailer’s homepagehttp://www.fingerhut.com (Bluestem Brands)64,805 data points over 7 day period
- A massive 10.8million hours of video delivered during Sochi OlympicsOnline video traffic peaks at 3.5 tbps.61.1 million users enjoyed fast and personalized streams on connected devices. Friday, Feb 21: 2.1million unique visitors: Hockey semi finals USA vs Canada More than 8.5 million hours of video delivered on “ TV everywhere”.Helped over 25 global broadcasters to stream live and On demand videos.
- Find out why 96 of the top 100 retailers work with Akamai to accelerate their sites
- Evolution of the Web and Innovation in the market - Retailers driving a lot of innovationDigital Commerce - consumers don’t go online, we are online. So are stores and store associatesWeb is Situational - need more intelligence to deliver immersive experiencesDrivers and Trends creating opportunity for revenue growth - Online Traffic Growth - Big Opportunity Events - Mobile Trends - OmniChannelChallenges/ Roadblocks - Online traffic growth = Mitigate security risks -Critical big events = Scale seamlessly - Increased Mobile Traffic = Make mobile fast - Omni channel consumers = Situational performanceBest Practices & Solutions – must measure to improve - optimize perf - make it secure (leaders in DDoS – acquisition of prolexic)