10+апреля+лучшие+практики+и+инновации+вадим+береговский+akamai

Akamai Confidential
Dynamic Site Solutions
Beregovsky Vadim

The Akamai Intelligent Internet Platform
The world’s largest on-demand, distributed computing platform
delivers all forms of Web content and applications for over 3,400
customers and 130,000 domains
Resulting in daily traffic of:
15000+ Gbps
300+ billion hits
10+ million concurrent streams 30,000+
terabytes
150,000+
Servers
3,000+
Locations
91+
Countries
2000+
Networks
750+
Cities
15 - 30%+ of all Web Traffic

Sophisticated Web Sites
Web Sites are More Sophisticated
Flash and AJAX
Audio
RSS
Blogs
Social Networking
HD Video
AffiliationWidgets
User Generated Content
Video Advertising
Personalization
Usability
Analytics
Podcasting
Recommendation
Mobile

WEB PAGE
LOAD TIME
Sophisticated Web Sites
SECONDS
Adding Sophistication Impacts Response Time
4
2
6
8
10
50kb
10
150kb
21
679kb
85
Page Size No. Objects
2005
2005
2011
2011
1998 1998
Source: http://www.websiteoptimization.com

40% of shoppers will abandon after 3 seconds (2009)
8 Seconds
4 Seconds
3 Seconds
0 2 4 6 8 10
Response Time
Site Abandonment Threshold
Zona Research, 1998
Jupiter Research, 2006
Forrester Research, 2009
10 Seconds
Nielsen, 1996
WEB PAGE
LOAD TIME
SECONDS
4
2
6
8
10
2
4
6
8
10
SECONDS
CONSUMER
PATIENCE
Longer Response Times are Detrimental to User Behavior

Customer Expectations Continue to Rise
• 76% of respondents said user expectations for richer content for
their web applications has risen compared to 3 years ago
• 74% of respondents said user expectations for faster response for
their web applications has risen compared to 3 years ago
*Surveyed 210 US Enterprise IT decision makers - Data from a commissioned study conducted by Forrester Consulting on
behalf of Akamai, April, 2012
Forrester/Akamai Thought Leadership Survey Research (2012)

More complex challenges require a more complex solution
Peak requests are challenging
resource availability
Cost of infrastructure to deliver
engaging sites is increasing

Converted shoppers
received pages that
loaded 2x faster than
non-converted shoppers
Performance really affects conversion - REALLY
“People will visit a web
site less often if it is
slower than a close
competitor by more than
250 milliseconds”
- “For Impatient Web Users, an Eye Blink is
Just Too Long to Wait”, New York Times,
2/29/2012

Milliseconds Matter!
60% of US IT Decision
Makers polled says
revenue impact begins
to occur in 300
milliseconds of time
delay or less!!!

What is the problem ???

The Internet

The Internet: Simple on the outside…
Web Site
Origin

…but problematic on the inside
BT
L3
Cogent
The Problems with Peering
• Economic considerations limit peering capacity
– results in congestion and poor performance.
• Routing algorithms (BGP) ignore congestion!
• Data used to determine routes is subject to
intentional inaccuracies and human error.
• Routing algorithms are subject to accidental
loss of routes, filtering, and intentional theft of
Web Site
Origin

Best Buy
Goals
• Deliver Superior Customer Experience
• Protect Brand Image
• Reduce Operational Costs
Business Impact
• Delivers dynamic content and applications 80% faster
• Improved speed of shopping cart transactions by 20%
• Supports 470% increase in traffic
• Increased revenue by 35% year over year
• Reduced bandwidth by 52%
Akamai Solution
• Dynamic Site Accelerator

Customer Origin
UsersAkamai Edge Server
closest to Origin Server
Akamai “SureRoute”
protocol optimizes routes
and reduces round trips
High Performance Global
Overlay Network
Edge Region
close to End User
Web Server
Security embedded into
Akamai Edge Servers
The Akamai Intelligent Platform
It All Starts in the Cloud – at the Edge

DSA: Core Components
Layer Features
IP/Routing Layer - Dynamic Mapping
- SureRoute Path Optimization
TCP/Transport Layer - Automated Failover
- Connection Offload
- Transport Optimizations
HTTP/Protocol Layer - Edge Caching
- Data Compression
- Origin Offload
HTML/Presentation Layer - Embedded Object Prefetching
- JavaScript Parsing

Akamai SureRoute Path Optimization
100ms
200ms
125ms
15ms
10ms
Application
Origin
Sure Route
• Discovers a range of low latency paths.
• The best two paths are chosen (along with the
standard Internet BGP path).
• Object request races pre-determine the optimal path.
BGP

Akamai SureRoute Vs BGP
100ms
200ms
125ms
15ms
10ms
BGP
Akamai
Page Load
Sure Route
• Lowest latency path chosen.
• Round trip times are reduced.
• Packets arrive faster.
• Page loading times are reduced.
• Dynamic Site Acceleration.
Application
Origin

Automated Path Failover
15ms
10ms
Application
Origin
Failover
• If the first path fails, Akamai selects an
alternate path to help ensure application
availability.

Persistent Connections
Origin
Infrastructure

TCP Optimization – Without AkamaiTCP Optimization – With Akamai
100ms
200ms
125ms
15ms
10ms
TCP Optimization
• Increased Congestion Window size.
• Faster TCP Slowstart ramping.
• Faster retry after packet loss.
• More packets per round trip.
• Known good connections.
Application
Origin

Edge Caching
100ms
200ms
125ms
15ms
10ms
Edge Caching
• Caching rules held at the edge.
• Extremely granular control.
• Greatly improves page loading performance.
• API available for active cache purging.
Application
Origin

Origin Offload – Real World Example
Initial, conservative
deployment = 67%
With additional caching
rules = 94%

Compression
100ms
200ms
125ms
15ms
10ms
Edge Caching
• Intelligently compresses content.
• Full browser and Javascript support.
• Reduces round trips.
• Improves page load performance.
Web Site
Origin

Prefetching
15ms
10ms
Prefetching
• Intelligently compresses content.
• Full browser and JavaScript support.
• Reduces round trips.
• Improves page load performance.
HTML
OBJECT 1
OBJECT 2
OBJECT 3
OBJECT 4
Application
Origin

Akamai Instant (Page Pre-Fetching)
HTML
OBJECT 1
OBJECT 2
OBJECT 3
Page 2 URL
Application
Origin
Enhancement to standard pre-fetching algorithm
Fetch pages likely to be accessed
Leverage in-page “hint”
Value for individual users, NOT user segments
+Akamai Instant
DSA-Premier Edition
Up to 100% faster

Akamai Instant - Implementation to code
<html>
<body>
<ul>
<li><a href="/html/solutions/index.html" rel="prefetch">Solutions</li>
<li><a href="/html/technology/index.html" rel="prefetch">Technology</li>
<li><a href="/html/industry/index.html" rel="prefetch">Industry</li>
<li><a href="/html/customers/index.html" rel="prefetch">Customers</li>
<li><a href="/html/partners/index.html" rel="prefetch">Partners</li>
</ul>
<body>
</html>

ACO Case Example - Urban Outfitters
Goals
• Further improve dynamic site performance,
• Deliver large videos
• Offload the origin
Business Impact
• Reduced load on origin and provided a bandwidth offload of 93%
• Origin requests offload up to an extent of 91%
• Delivered large video files of up to 2GB from the edge
• Enhanced performance through caching of dynamic content
• Effectively scaled to manage spikes in web traffic resulting from
promotional events.
• Avoided underutilization and over provisioning of capacity
Akamai Solution
• Advanced Cache Optimization

Dynamic Page Caching
100ms
200ms
125ms
15ms
10ms
Dynamic Page Caching
• Advanced caching rules at the edge
• Cache for dynamic, reusable content
• Greatly improves page loading performance
• Offloads expensive application/database tier
• Cache key control thru portal
Application
Origin
cache key is based on –
URL, file name, cookie values, query strings

Shopper Prioritization Case Example – Live Nation
Goals
• Ensure site availability
• Effectively manage spikes in web traffic and drive online ticket
sales
Business Impact
• Effectively managed flash crowds during online ticket sales
• Auto refreshed wait time to update customers regularly
• Reduced load and helped stabilize the origin infrastructure
Akamai Solution
Shopper Prioritization Application

1. Processing capacity available - All visitors and prioritized users able to successfully complete online purchase
process
Origin Server
Cloud
Databases
Applications
Customized Waiting Room
Akamai
EdgeServer
Visitor
Prioritized
User
1
10
100
10000
Traffic
1000
Traffic within
allowable
limits
1
1
Shopper Prioritization

Customized Waiting Room
Processing capacity unavailable due to a large influx of traffic
1. Only prioritized users and some visitors are able to successfully complete their purchase online
2. New non-prioritized visitors must wait for resources to become available before completing online purchase
3. In the interim, these non-prioritized visitors are temporarily redirected to a customized waiting room
Origin Server
Cloud
Databases
Applications
Akamai
EdgeServer
Visitor
Prioritized
User
New non-prioritized Visitor
1
10
100
10000
Traffic
1000
Traffic has
exceeded
capacity !!
1
1
3
2
Shopper Prioritization

Live Nation Waiting Room

Location Targeted Content
• Users can be presented with cached,
country-specific content without the need
for the origin server to be consulted.
Web Site
Origin
country=de country=uk
country=jp
Content Targeting
Akamai
IP Intelligence
Database
Multi-Lingual
Content
Cached Locally

Akamai IPv6 Adaptation for Compliance
Akamai aims to provide customers in the hybrid world (IPv4 + IPv6) with the
same levels of performance, reliability and availability as they
currently enjoy with IPv4
IPv4
IPv6
IPv4
Origin IPv4
IPv4
Akamai EdgePlatform

• 90 of the top 100 US Online Retailers trust Akamai
• Akamai securely enables over $100 Billion in annual US e-Commerce revenue for
its online customers
• 700+ Global e-Commerce Organizations use Akamai
Proven and Trusted

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