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- 1. Akamai Confidential ©2011 AkamaiPowering a Better Internet
- 2. Akamai Confidential Dynamic Site Solutions Beregovsky Vadim
- 3. Akamai Confidential ©2011 AkamaiPowering a Better Internet 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
- 4. Akamai Confidential ©2011 AkamaiPowering a Better Internet 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
- 5. Akamai Confidential ©2011 AkamaiPowering a Better Internet 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
- 6. Akamai Confidential ©2011 AkamaiPowering a Better Internet 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
- 7. Akamai Confidential ©2011 AkamaiPowering a Better Internet 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)
- 8. Akamai Confidential ©2011 AkamaiPowering a Better Internet More complex challenges require a more complex solution Peak requests are challenging resource availability Cost of infrastructure to deliver engaging sites is increasing
- 9. Akamai Confidential ©2011 AkamaiPowering a Better Internet 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
- 10. Akamai Confidential ©2011 AkamaiPowering a Better Internet Milliseconds Matter! 60% of US IT Decision Makers polled says revenue impact begins to occur in 300 milliseconds of time delay or less!!!
- 11. Akamai Confidential ©2011 AkamaiPowering a Better Internet What is the problem ???
- 12. Akamai Confidential ©2011 AkamaiPowering a Better Internet The Internet
- 13. Akamai Confidential ©2011 AkamaiPowering a Better Internet The Internet: Simple on the outside… Web Site Origin
- 14. Akamai Confidential ©2011 AkamaiPowering a Better Internet …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
- 15. Akamai Confidential ©2011 AkamaiPowering a Better Internet 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
- 16. Akamai Confidential ©2011 AkamaiPowering a Better Internet 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
- 17. Akamai Confidential ©2011 AkamaiPowering a Better Internet 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
- 18. Akamai Confidential ©2011 AkamaiPowering a Better Internet 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
- 19. Akamai Confidential ©2011 AkamaiPowering a Better Internet 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
- 20. Akamai Confidential ©2011 AkamaiPowering a Better Internet 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
- 21. Akamai Confidential ©2011 AkamaiPowering a Better Internet 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
- 22. Akamai Confidential ©2011 AkamaiPowering a Better Internet Automated Path Failover 15ms 10ms Application Origin Failover • If the first path fails, Akamai selects an alternate path to help ensure application availability.
- 23. Akamai Confidential ©2011 AkamaiPowering a Better Internet Persistent Connections Origin Infrastructure
- 24. Akamai Confidential ©2011 AkamaiPowering a Better Internet Persistent Connections Origin Infrastructure
- 25. Akamai Confidential ©2011 AkamaiPowering a Better Internet Persistent Connections Origin Infrastructure
- 26. Akamai Confidential ©2011 AkamaiPowering a Better Internet 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
- 27. Akamai Confidential ©2011 AkamaiPowering a Better Internet 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
- 28. Akamai Confidential ©2011 AkamaiPowering a Better Internet 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
- 29. Akamai Confidential ©2011 AkamaiPowering a Better Internet Origin Offload – Real World Example Initial, conservative deployment = 67% With additional caching rules = 94%
- 30. Akamai Confidential ©2011 AkamaiPowering a Better Internet 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
- 31. Akamai Confidential ©2011 AkamaiPowering a Better Internet 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
- 32. Akamai Confidential ©2011 AkamaiPowering a Better Internet 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
- 33. Akamai Confidential ©2011 AkamaiPowering a Better Internet 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
- 34. Akamai Confidential ©2011 AkamaiPowering a Better Internet 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>
- 35. Akamai Confidential ©2011 AkamaiPowering a Better Internet 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
- 36. Akamai Confidential ©2011 AkamaiPowering a Better Internet 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
- 37. Akamai Confidential ©2011 AkamaiPowering a Better Internet 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
- 38. Akamai Confidential ©2011 AkamaiPowering a Better Internet 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
- 39. Akamai Confidential ©2011 AkamaiPowering a Better Internet 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
- 40. Akamai Confidential ©2011 AkamaiPowering a Better Internet Live Nation Waiting Room
- 41. Akamai Confidential ©2011 AkamaiPowering a Better Internet 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
- 42. Akamai Confidential ©2011 AkamaiPowering a Better Internet 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
- 43. Akamai Confidential ©2011 AkamaiPowering a Better Internet • 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
Editor's Notes
- #4: We remove the complexities of technology so our customers can capture the opportunity and meet the demands of the hyperconnected world.Corporate Accolades 2011 “50 most innovative companies”Akamai named one of the world's "Most Innovative Companies" by MIT's Tech Review 2011 Top 20 Cloud Software & Apps Vendor Akamai named by CRN Magazine as one of the "Top 20 Cloud Software & Apps Vendors of 2011" 2010 Bloomberg Businessweek 50Akamai is #32 on the annual ranking that highlights the 50 top-performing stocks over the past five years. 2010 Businessweek Worldwide Technology 100Akamai is #83 of the best performing technology companies globally (based on a weighted ranking among companies with a minimum market capitalization of $1 billion, revenues of at least $500 million, and no more than a 5 percent decline in revenues from 2008 to 2009 [calculated in local currency]). FORBES 2009 LIST OF “25 Fastest-Growing Technology Companies in America”At the beginning of 2009, Akamai was named to this prestigious list. Companies are measured on revenues for the past 5 years, EPS growth, and a long-term consensus profit forecast of at least 10 percent, annualized.
- #18: So, what do DSA-Premier customers care about?PerformanceOffloadDPCThird Party TagsSecurityImplication of quote:still more to do around getting content to the EDGEServing content from the EDGE is still the most desired means of improving customer experience, and cost savings
- #52: Pain point use cases:- My customer is on IPv6, my origin isn’t IPv6 (yet); Akamai helps me with this- Since Akamai can route around inefficient transition technologies between the end user and origin, Akamai can help improve performance for IPv6 end users to IPv4 origin during this transition period
- #53: Pain point use cases:- My customer is on IPv6, my origin isn’t IPv6 (yet); Akamai helps me with this- Since Akamai can route around inefficient transition technologies between the end user and origin, Akamai can help improve performance for IPv6 end users to IPv4 origin during this transition period