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Equinix Solution Neustar EQUINIX SOLUTION NEUSTAR A Global Best Practice for Online Success. Equinix and Neustar Deliver High-Performance Global Platform for Managed Services. “With Neustar offering its DNS and monitoring service combined with Equinix’s industry leading network neutral colocation and interconnection facilities, we provide the world’s best DNS routing and application monitoring services to create a seamless IT fabric that covers the globe.” Alex Tulchinsky, SVP Shared Services, Neustar Performance Failure is Not an Option Consider the impact of poor network performance: Companies deploying mission and market critical online applications and websites are recognizing they can optimize their performance • Google now includes a website’s speed in its search ranking and availability by migrating from algorithms and writes that “Faster sites create happy users and a single-homed, single-site we’ve seen in our internal studies that when a site responds 1 deployment to a globally slowly, visitors spend less time there.” distributed model. This brief • In a joint experiment, Google and Bing concluded that “Delays discusses the reasons for this under half a second impact business metrics.”2 move and key best practices for success. • Amazon.com found that every 100-ms increase in the page load time decreased sales by 1 percent.3 • AOL has demonstrated that slower page speeds reduce page views per visit.4 • Wikia demonstrated that exit rates—the percentage of users leaving a site from a given page—drop as pages get faster.5 • After a year-long performance redesign resulted in a 5-second speed up (from ~7 seconds to ~2 seconds), Shopzilla obtained a 25 percent increase in page views, a 7-12 percent increase in revenue, and a 50 percent reduction in hardware.6 1 Google: http://googlewebmastercentral.blogspot.com/2010/04/using-site-speed-in-web- search-ranking.html 2 Google and Bing: http://assets.en.oreilly.com/1/event/29/The%20User%20and%20 Business%20Impact%20of%20Server%20Delays,%20Additional%20Bytes,%20and%20 HTTP%20Chunking%20in%20Web%20Search%20Presentation.pptx 3 Amazon: http://exp-platform.com/Documents/IEEEComputer2007OnlineExperiments.pdf 4 AOL: http://assets.en.oreilly.com/1/event/29/The%20Secret%20Weapons%20of%20the%20 AOL%20Optimization%20Team%20Presentation.pdf 5 Wikia: http://www.stevesouders.com/blog/2009/07/27/wikia-fast-pages-retain-users/ 6 Shopzilla: http://assets.en.oreilly.com/1/event/29/Shopzilla%27s%20Site%20Redo%20-%20 You%20Get%20What%20You%20Measure%20Presentation.ppt www.equinix.com EQUINIX SOLUTION NEUSTAR The Cause of Poor Network Performance distance and improve routes to help solve performance issues. But The internet is a complicated mesh of pathways and connectors— now the challenge for the DNS service is to make sure users are like our roads and highways, but even more complex. Driving from sent to the best server. For example, when users in California enter a building in California to a building in New York efficiently requires a website URL, is the DNS service sending them to the closest United dozens of routing decisions based on the quality of the roads and States data center to California? Are users in Berlin entering the same the current status of those roads. Today we can use GPS devices URL being sent to the closest data center in Germany? And if the to make routing decisions, even to re-route us around problem server near Berlin is unavailable, is the DNS service automatically areas. The Internet is also made up of thousands of different routes routing users to the next closest data center in Europe? with different capacities. They are connected by geographically distributed network routers managed by a multitude of Internet As the provider of the data center physical space and high-capacity service providers (ISPs), and getting from one computer (a user) telecom connections, Equinix is creating a synergistic ecosystem to another computer (a website) requires very sophisticated routing that ensures each partner’s best-of-breed services are further decisions and hand-offs between providers. enhanced by the services of all the other partners to increase reliability and availability. To ensure Equinix customers with The Domain Name System (DNS) is the hierarchical naming distributed servers can optimize their users’ experience and ensure system—like a giant telephone book—used to lookup and translate users get to the correct server, Equinix combined with Neustar, Inc. the location of computers and devices on the Internet. Every company offers advanced DNS routing and load-testing services, including with a web presence needs DNS services and reliable fast DNS intelligent server selection, which redirects traffic around trouble. services are fundamental to overall website performance. Neustar: Optimizing Web Performance Single-Site vs. Distributed Deployments Headquartered in Sterling, Va., Neustar, is in the business of When a company has a single-homed, single-site deployment for optimizing web performance. The company’s cloud-based UltraDNS its website—that is, the physical web server exists in only one data suite of services is one of the largest and best DNS service in the center, then all users trying to access the website from anywhere in world. Neustar started providing cloud-based DNS services 12 the world are routed to that data center. Even with a sophisticated years ago and thousands of companies are relying on the service DNS service, performance can suffer greatly from the quality of the for their mission critical websites and online applications everyday. routes between website and user. UltraDNS helps enterprises manage external (the Internet) and internal (the enterprise LAN/WAN) DNS with no additional Many popular websites, however, are now using Equinix’s global capex investment in hardware or software. Regardless of an platform to house their servers in multiple locations around the world organization’s size or how many web or application servers are to create better routes between the server(s) and their target users. being used, UltraDNS ensures their DNS is functioning optimally, With more than 95 optimally located data centers in 31 markets improving user experience and productivity. located in 15 countries around the world, Equinix can reduce physical EQUINIX AROUND THE GLOBE AMERICAS EMEA ASIA-PACIFIC “By enabling access to Neustar across Equinix’s global platform of data centers, we’ve made it SEATTLE TORONTO easier and more cost effective AMSTERDAM CHICAGO BOSTON LONDON SILICON DENVER DUSSELDORF for our customers to implement TOKYO VALLEY NEW YORK FRANKFURT ATLANTA PARIS SHANGHAI PHILADELPHIA MUNICH highly sophisticated DNS LOS ANGELES WASHINGTON, DC GENEVA DALLAS HONG KONG services and then monitor the MIAMI ZURICH MILAN overall performance of their sites. Equinix has a significant SINGAPORE JAKARTA customer base across multiple DUBAI data centers all of which could benefit from these services.” RIO DE JANEIRO SYDNEY SÃO PAULO Chris Sharp, Vice President of Equinix locations Partner Data Center Interconnection and Innovation, Equinix www.equinix.com EQUINIX SOLUTION NEUSTAR Unfortunately, there are many other factors besides an inefficient “As we developed and expanded our services globally, we route that can affect website and application performance. What recognized the benefits of working with a proven partner and site owners really need is the ability to gather actionable intelligence replicating our successful deployments around the world,” said that will help them make the best decisions related to adding carrier Alex Tulchinsky, Senior Vice President, Shared Services. “Equinix resources, optimizing networks, and choosing data centers. has the vision to create and maintain the global infrastructure that companies like Neustar need to be able to continue to innovate and To provide this information, Neustar also provides Webmetrics deploy our solutions with complete confidence. With Equinix as our monitoring services that enable companies to test, monitor, and global data center provider of choice, we have a strategic partner measure websites, web applications, web services, network services that delivers the connectivity, reliability, scalability, security and cost and streaming media. Site developers can create any number of savings we need to successfully run our business.” virtual users from different regions of the world and have these virtual users travel through their website or online application using a variety of workflows—shopping, researching, watching videos, Global Scalability asking questions with online chat, leaving and returning, and For Neustar, one of the key benefits of partnering with Equinix is even buying products—and then track the individual and group being able to work with the same data center provider in different experience: What were the page load times? What was the speed regions around the world. This eliminates the need to develop new video streaming? Which individual elements of code were working contracts and face new administrative, operational and technical optimally and which slowed the users down? hurdles. Although Equinix already has the most data centers in the most countries around the world, it continues to grow, so Neustar Webmetrics can provide an excellent global view of user experience can count on using an Equinix facility in its key strategic markets. to reveal what and where the performance issues are. In addition, today’s websites are increasingly built as interactive mash-ups of “Equinix provides a significant strategic
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