There are three key points regarding reaching China with your website or cloud application: 1. Network latency is high due to long distances, with average round-trip times over 100ms between China and other countries. This can significantly impact performance. 2. Peering arrangements matter greatly, as poor peering can lead to congestion, suboptimal routing, and inconsistent experiences across ISPs. Having a local presence with good peering is important. 3. Navigating Chinese regulations requires compliance with content restrictions and licensing requirements. Hiring local experts is recommended to ensure regulatory compliance and address any blocks that may occur.

1. REACHING CHINA WITH YOUR WEBSITE &
CLOUD APPLICATION: THE HARD TRUTH
Presented by Jerry Miller, VP of Technology, CDNetworks

2. CDNetworks

3. CDNetworks
• The Global Cloud Acceleration Network
• Transforming the Internet into a secure, high-
performing application delivery network
• Trusted partners in local markets
• Experts on extending into global markets

4. Over 140 POPs Spread Globally

5. Over 24 POPs in China

6. Experts in China
 In China since 2006 : Local people with strong relationships
 CDNetworks has its own POPs, Office, NOC, HW, SW in China
 Experts on the Great Firewall, regulations, and licensing
 Experts on Web and Application Performance

7. AGENDA 1. China : The Opportunity
2. Network Latency
3. Peering : Why It Matters
4. Some Data
5. Navigating Regulations
6. Case Studies

8. 01 China : The Opportunity

9. BRIC – Key Growth Markets
Internet Penetration and Users by Country
Source: pharma7cee.com, “How Do We Spend our Time Online?” May 2012

10. Emerging Markets
Internet Users by Region
Internet Penetration by Region
Lots of room
for growth
Source: Internet World Stats – www.internetworldstats.com/stats.htm
Copyright : 2012, Miniwatts Marketing Group

11. China – Dominant Asian Market
Top Internet countries in Asia, 4Q2011
Source: Internet World Stats – www.internetworldstats.com/stats3.htm
Copyright : 2012, Miniwatts Marketing Group

12. …And Growing Fast
China Internet Users
600
500
400
300
200
100
0
2007 - 2007 2008 - 2008 2009 - 2009 2010 - 2010 2011 - 2011
1H H1 H1 H1 1H
Source: www.resonancechina.com/2011/07/28/total-chinese-internet-
users-to-reach-551mm-by-2012

13. Still Lots of Slow Connections
• Over 1 billion mobile subscriptions
 BUT, only 144 million are 3G 3G
• Over 284 million fixed line subscribers
 BUT, only 155 million are broadband
Broadband
 Fast sites/apps are critical with slow connections
Source: China Daily, “China mobile phone users exceed 1 billion” Mar. 30, 2012

14. Slower Sites Lose Revenue
• Compuware study across 150 million page views:
• Page view time from 2 sec to 4 sec = 8% abandonment
• Page view time from 2 sec to 6 sec = 25% abandonment
• Aberdeen Group in 2008 study:
• 1-second response delay = 11% fewer page views
7% fewer conversions
• Equation Research in 2009 study:
• 58% of mobile users expect sites to download as fast as
home PC
• 88% of consumers are less likely to return to a site after a
bad experience Sources: Compuware, “Why Web Performance Matters,”
Aberdeen Group, “The Performance of Web Applications,” and
Equation Research, “Why the Mobile Web is Disappointing End-Users”

15. 02 Network Latency

16. TCP Math
Max Throughput (Mbps)
60.0
40.0
20.0
0.0
0 60 120 180 240 300
RTT (ms) 65kB window
Max Throughput (Mbps)
20.0
15.0
30ms  100ms
10.0
70% reduction!
5.0
0.0
20 40 60 80 100
RTT (ms) 65kB window Source: RFC 1323

17. Average RTT (in ms)
500
DESKTOP…
400 MOBILE_…
300
200 Max Throughput (Mbps)
6.0
100 5.0
0 4.0
BR CN IN RU 3.0
2.0
This is for 1.0
traffic, most going 0.0
through a CDN! 100 150 200 250 300
RTT (ms)
Source: Cedexis raw data, Sept. 2012

18. Download time (sec)
0
1
2
3
4
5
6
Washington
Philadelp…
Atlanta
Latency
Boston
Chicago 3X slower
Toronto
Kansas City
Denver
Los Angeles 5X slower
San Diego
San Jose
Dublin
Amsterdam
Vancouver
Dortmund
Hamburg
Berlin
London 9X slower
Vienna
Milan
Madrid
Origin in Washington, DC USA
Moscow
Istanbul
Tokyo
 Slower download  Slower page load
14X slower
Time to Download 24kB Object from Origin
Mumbai
Sydney
New Delhi
= More distance  Higher latency  Longer RTT
“Site performance degrades as distance increases”
Kuala…
Source: Compuware Gomez backbone agents
Shanghai 30X slower
Chengdu
Bangalore
Beijing! 50X slower

19. China Geography
New York
Beijing –
– Miami
Guangzhou
1088 miles
1179 miles
(1741 km)
(1886 km)
26ms
20ms
Hong Kong is NOT
inside Great Firewall
Image source: smith2china.wordpress.com

20. Major Cities in China
Source: National Bureau of Statistics, IHS Global Insight, China SignPost™ 2009

21. In-Country Latency (USA)
Backbone Latencies from New York City
77
2 New York City
28
69 45 7
66
19
40
26
Source: CDNetworks network monitoring POP latencies, Oct 2012

22. In-Country Latency (China)
Backbone Latencies from Beijing
91
BeiJing 117
122 1
138
144 119
18 20
12
52 27 20 10
20
20
15
Hong Kong
Source: CDNetworks network monitoring POP latencies, Oct 2012

23. Connectivity into China
Japan
S.Korea
USA
Hong Source: www.ctamericas.com
Kong

24. International Latencies
Beijing
17/185
30/290
40
350 50
180 220
330
250
Source: CDNetworks network monitoring POP latencies, Oct 2012

25. 03 Peering : Why It Matters

26. Networks in China
300
• China Telecom : 400 million lines
(2012)
220
• China Unicom : 380 million lines
(2012)
60
• China Mobile : 680 million users (2012)
• CERNET : >20 million scholars (2006)
• 21 ViaNet
• China Railcom
Excludes 2G subscribers
Includes 2G subscribers
Source: respective sites

27. Peering
Why should you care about peering?
In a perfect world, everything gets to where it’s going
• No loss/QoS/congestion/filtering/deprioritizing/etc.
In reality peering matters, especially in China
o Sub-optimal routing = more latency
o Congested links = packet loss
o Different ISP filters = inconsistent results

28. Poor Peering = Poor Availability
61kB image (cacheable)
Origin in Dallas, USA
CDNetworks
vs. origin
vs. other CDN
100.0% availability
can not be
assumed for China
Source: NetworkBench results, Aug. 2012

29. Congestion Is a Real Problem
ShanXi Guangzhou, China
Pskov, Russia
Seoul, South Korea
Kuala Lumpur, Malaysia
Guangzhou Seoul, South Korea
Frankfurt, Germany
Cape Town, South Africa
TianJin, China
??
Need multiple POPs and smart routing
Source: CDNetworks network monitoring, Sep 2012

30. 04 Some Data

31. Showing Performance Gains
40kB static object before and after adjustment (CNAME change)
490ms
What we want
68ms
Gain #1 = (old time – new time) / (old time) = (490 – 68) / 490 = 86%
Gain #2 = (old time – new time) / (new time) = (490 – 68) / 68 = 621%

32. Definitions
Performance =
time to download
object or full site
Availability =
percent successes
vs. total attempts

33. Performance Measurements
Backbone Last-Mile Human Real User
Feature
Agent Agent Testing Monitoring
Test flexibility Medium Medium High Low
End user data No “Yes” Yes Yes
Test points High V. High V. Low V. High
Consistency High Low V. Low High
Ok for trials Yes Yes Yes No
Backbone agents are used for consistency across multiple tests / dates
For this Presentation:
• Mostly Network Bench for measurements
• 70 agents vs. maybe 5
• all networks vs. CTC and/or CNC

34. More Agents = Better Simulation
5 agents in China 30 agents in China
Performance : 16 sec  5 sec
Performance : 25 sec  7 sec
Availability : 99.2%  99.6%
Availability : 91%  99%

35. Inside vs. Outside GFW
Outside : Hong Kong
Inside : Guangzhou
84 miles/134 km apart (<5 ms)

36. Inside vs. Outside GFW
64kB object download from
test agents inside China
using different origins:
InsideChina = Guangzhou
OutsideChina = Hong Kong
~40% slower download
Source: NetworkBench results, Sep. 2012

37. Inside vs. Outside GFW
64kB object download from
test agents inside China
using different origins:
InsideChina = Guangzhou
OutsideChina = Hong Kong
Similar improvement across 2 major ISPs
Other ISPs are peered much worse!
Source: NetworkBench results, Sep. 2012

38. Inside vs. Outside GFW
Full page test vs. CDN outside China
19 to 6.6 seconds  1/3 of load time
Source: CDNetworks customer results, 2012

39. Bigger Disparities Possible
3 CDNs testing in US/Europe 3 CDNs testing in China
Best to worst ±40% or 1.7x Best to worst ±90% or 10x
Source: prospect results using Gomez, Nov 2011 and Aug 2012

40. Faster Sites Do Better
100
TBs
90
80
70
60
50
40
30
20
10
0
Social Gaming Customer
Go-Live: Feb. 2012
3.7x traffic in 6 months
Source: CDNetworks customer results, 2012

41. Faster Sites Do Better - 2
350
TBs
300
250
200
150
100
50
0
Electronic Manufacturer Customer
Go-Live: Feb. 2012
3X traffic in 6 months
Source: CDNetworks customer results, 2012

42. Faster Sites Do Better - 3
TBs Total Traffic Traffic Distribution
Mar 2012
700 ROW
600 China
China 25%
500 Total
400
300
200
100 Aug 2012
ROW
0
China
Mar-2012 Apr-2012 May-2012 Jun-2012 Jul-2012 Aug-2012
38%
Mobile Gaming Customer
2.5X increase in China traffic
13% more traffic from China
Source: CDNetworks customer results, 2012

43. Waterfall Comparison
Full page e-commerce site download
8.0 sec 0.8 sec
Source: Customer results via Fiddler, Oct 2012

44. Don’t Forget Transactions
Multi-page transaction vs. origin in Singapore
Source: CDNetworks customer results, 2012

45. Comments on Off-Site Content
• Many big hostnames are (still) blocked in
China
•ajax.googleapis.com
If your site depends on them, expect impactsec
0.8
fast.fonts.com
brightcove.com
google-analytics.com
platform.twitter.com
google-analytics.com
Source: Customer results via Fiddler, Oct 2012

46. Here’s How It Hurts
Source: Customer results via Firebug, May 2011

47. 05 Navigating Regulations

48. A Note on Compliance
As a web site, application, or service provider,
you should expect to conform to Chinese
regulations to reach Chinese users
Of Chinese Internet users,
• >80% believe Internet controls are
necessary
• 84% believe the government should do it
Do not expect users to bypass regulations and
blocking techniques to reach your content
Source: "Surveying Internet Usage and Impact in Five Chinese
Cities," Research Center for Social Development, Chinese
Academy of Social Sciences, Nov. 2007

49. Content Types
Content Type Risk Level
Adult/pornography Forbidden
Gambling Forbidden
Political Forbidden
Anti-government Forbidden
Religious High
User-generated (SNS, BBS, blog, sharing) High
News High
Gaming Medium
Entertainment Medium
Software Low
Enterprise Low
e-Commerce Low

50. UGC?
Includes video/image/doc uploads, blogs,
review boards, forums, comments
Why are these problematic?
• Users can use it to upload/discuss problem content
How to stay out of trouble?
• Moderate before posting (automated or manual)
• Likely remove profanity already  add to lexicon
Image source: thistleprintworks.co.uk

51. Blocking Mechanisms
Block IP, URL, keyword by
DNS hijacking spoof DNS response
IP blocking redirect IP to filtering router
TCP reset RESET connection
Blocks look identical to any other Internet issue
Source: www.internetfreedom.org, ChinaGreatFirewallRevealed.pdf and others

52. Just a Great Firewall?
Blocks occur at international routers (97%)
and internal routers (3%)
Border router blocking  Great Firewall
Blocking in AS  ISP censorship
Different agencies = different
standards
Agent subjectivity = inconsistent
blocking
Sources: image: paulnoll.com and “Internet Censorship in China:
Where Does the Filtering Occur?,” X. Xu, Z.M. Mao, and J.A. Halderman

53. Basic Process
1. Verify no prohibited content
2. Get required licenses
3. Put license numbers on bottom of home page
4. Monitor for issues
Bei’An registration
Issued by Beijing office
Source: www.miit.gov.cn

54. Blocked – Now What?
Blocks can occur due to mistakes or errors
Blocks can be subjective (different
companies/humans)
Blocks can be temporary
1. Remove any problem material, if any
2. Talk to your CDN/agent to talk to the ISP (easier)
3. Talk to the ISP to remove the block (harder)

55. Licensing – Hire Local Experts
• Hire an expert on
regulations, licenses, and License/Registration/Permit Required?
ministries ICP License Business-
• Prepare and file all 京ICP证合字 030173号 specific
licensing applications ICP Bei’An Registration YES
• Speak/Read Chinese 京ICP备05070218号
• Constant communication
with governing bodies PSB Bei’An Registration YES
• Monitor content on
your behalf Industry-specific licenses Business-
• 24x7 availability for • news specific
• BBS
warnings or takedown • publish
notices • education
• In China, relationships are • medical
everything; Maintain • pharmacy
• cultural
relationships with • TV
governing bodies

56. 06 Success Stories
Source: www.lib.utexas.edu, Perry-Castañeda Library Map Collection

57. Leading international investment bank that
specializes in online global trading and investment
Results • Launched in less than 2 weeks
• Eliminated broken and slow trades to recover $millions in
lost revenue per day
China performance
before & after CDNetworks
• 16 seconds
• Many errors
• 3.4 seconds
• No errors
“CDNetworks was the only solution to meet our needs. They have their
own infrastructure in China, provide dynamic acceleration technology,
and are experts in both Chinese regulations and the Internet in China.”
‐ Ashley Latham, SVP Trading Products, Saxo Bank

58. Global industry association serving the nano- and
micro-electronics manufacturing supply chains
Results • Reduce costs 60%
• Download times cut in half
• Eliminated outages for 100% uptime in China and globally
China performance
before & after CDNetworks
• 20 seconds
• Many errors
• 9 seconds
• No errors
“Not only did they have the capabilities and global reach we required, they
could combine all their services and regions into one simple plan. That’s the
kind of operational simplicity and pricing visibility we needed.”
- Shawn Gordon, Director Global IT Operations and Technical Services, SEMI

59. Cloud-based solution for organizations to design,
administer and manage the very best possible
benefits schemes for their employees
Results • Under 3 second load time for web application pages
• Greatly improved usability of application
• Consistent user experience around the globe
78s
1.5s
“Anytime highly personalized content needs to be delivered from centralized data
centers or even the cloud to remote locations, latency could be an issue. CDNetworks
has the best solution for accelerating our cloud applications and dynamic content to
global users including in mainland China.”
- Mark Kay, Head of Technology Infrastructure, Thomsons