Global Expansion:

Slow is the new Down Time

RBTE 2015

Mark Lewis

Senior Account Representative, EMEA

@MrMarkLewis

Dyn:

Internet Performance

Internet Performance =

Monitor

ControlOptimize

Analyze

Dyn: Internet Performance

#1MANAGED 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.

$1.5tnONLINE 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 CONSUMERSSHOP ONLINE

8.4TIMES EACH MONTH

U.S. CONSUMERSSHOP 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 willingto do business with small

and very small Cloudservices firms if we feel

that they have aninnovative offering

We expect that we willhave to have 2 or moremajor Cloud providers

(Infrastructure, Platformand 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