The$Peering$Math$ Understanding$the Business Case for Peering
P2P Media Summit PacketExchange: Content Delivery and Wide-area Peering Chuck Stormon Chief...
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![Page 1: P2P Media Summit PacketExchange: Content Delivery and Wide-area Peering Chuck Stormon Chief Marketing Officer August 4, 2008.](https://reader035.fdocuments.us/reader035/viewer/2022081400/551511c855034673228b4a16/html5/thumbnails/1.jpg)
P2P Media Summit
PacketExchange:
Content Delivery and Wide-area Peering
Chuck Stormon
Chief Marketing Officer
August 4, 2008
![Page 2: P2P Media Summit PacketExchange: Content Delivery and Wide-area Peering Chuck Stormon Chief Marketing Officer August 4, 2008.](https://reader035.fdocuments.us/reader035/viewer/2022081400/551511c855034673228b4a16/html5/thumbnails/2.jpg)
Packet Exchange at a Glance
Leader in Application Delivery Networking Infrastructure
– Founded in 2001 in U.K.
– 1,000 live service contracts
– U.S. subsidiary established in 2006
– Privately owned with key investors DFJ Esprit and HBOS
Positioning Statement
PacketExchange is a breakthrough application delivery platform for contemporary content and interactive applications, such as Web 2.0 and Software as a Service (SaaS) solutions, where the web solution defines the customer’s revenue stream. Providers of social networking, VoIP, streaming media, gaming, online CRM, and even ISPs can now ensure revenue by ensuring uploads and downloads, business transactions, and continuous, rich media interaction.
![Page 3: P2P Media Summit PacketExchange: Content Delivery and Wide-area Peering Chuck Stormon Chief Marketing Officer August 4, 2008.](https://reader035.fdocuments.us/reader035/viewer/2022081400/551511c855034673228b4a16/html5/thumbnails/3.jpg)
Packet Exchange Value Proposition
• Purpose-built no-hop overlay network
• Bypasses the Internet and guarantees performance and security for critical applications and content
• Optimizes real-time media delivery, rich-interaction, transactions, downloads and uploads.
• Creates a private networked peering community
• Tier 1 reach
PacketExchange
Application Delivery Network
![Page 4: P2P Media Summit PacketExchange: Content Delivery and Wide-area Peering Chuck Stormon Chief Marketing Officer August 4, 2008.](https://reader035.fdocuments.us/reader035/viewer/2022081400/551511c855034673228b4a16/html5/thumbnails/4.jpg)
The distribution model
http://metacast.agora.com/link.asp?m=49067&s=7317792&l=0
![Page 5: P2P Media Summit PacketExchange: Content Delivery and Wide-area Peering Chuck Stormon Chief Marketing Officer August 4, 2008.](https://reader035.fdocuments.us/reader035/viewer/2022081400/551511c855034673228b4a16/html5/thumbnails/5.jpg)
Is changing dramatically…
http://metacast.agora.com/link.asp?m=49067&s=7317792&l=0
InternetCDN/P2P
![Page 6: P2P Media Summit PacketExchange: Content Delivery and Wide-area Peering Chuck Stormon Chief Marketing Officer August 4, 2008.](https://reader035.fdocuments.us/reader035/viewer/2022081400/551511c855034673228b4a16/html5/thumbnails/6.jpg)
A good online experience translates into…
• Increased Revenue– Transactions completed (vs. abandoned)
– Advertising revenues
– Content delivered
• Reduced Costs– Enterprise productivity
– Fewer phone calls
• Brand / Reputation Protection– Everyone measured by Google/Amazon yardstick
![Page 7: P2P Media Summit PacketExchange: Content Delivery and Wide-area Peering Chuck Stormon Chief Marketing Officer August 4, 2008.](https://reader035.fdocuments.us/reader035/viewer/2022081400/551511c855034673228b4a16/html5/thumbnails/7.jpg)
The Generic Internet
Tier1Service Provider Tier
2
Tier 2
T3
T3
T3
T3
Tier1Service Provider
Tier1Service Provider
Tier1Service Provider
T3
T3T4
T3
T3
Tier 2
Tier 2
Tier 2
Tier 2
• Up/downstream flow via different routes
• Multiple hops = congestion & security issues
• Packets get lost & need retransmitting; performance changes over time
• Lack of control & performance accountabilityT4
T4
T4
T4T4
T4
T4
T4 T4
T4
T4
T4
![Page 8: P2P Media Summit PacketExchange: Content Delivery and Wide-area Peering Chuck Stormon Chief Marketing Officer August 4, 2008.](https://reader035.fdocuments.us/reader035/viewer/2022081400/551511c855034673228b4a16/html5/thumbnails/8.jpg)
Bandwidth is only a part of the WAN problem
“Why is my connection so slow?”
“Why is this service so poor?”
The problem is a boundary problem,not a bandwidth problem
![Page 9: P2P Media Summit PacketExchange: Content Delivery and Wide-area Peering Chuck Stormon Chief Marketing Officer August 4, 2008.](https://reader035.fdocuments.us/reader035/viewer/2022081400/551511c855034673228b4a16/html5/thumbnails/9.jpg)
PacketExchange Service Levels vs Best effortsSource: Internet Traffic Report (June 16, 2008)
Region Avg. Response Time (ms) Avg. Packet Loss (%)
Asia 238 1%
Australia 175 0%
Europe 236 11%
North America 93 5%
South America 374 25%
PacketExchange <100ms ~0.1%
![Page 10: P2P Media Summit PacketExchange: Content Delivery and Wide-area Peering Chuck Stormon Chief Marketing Officer August 4, 2008.](https://reader035.fdocuments.us/reader035/viewer/2022081400/551511c855034673228b4a16/html5/thumbnails/10.jpg)
TCP Throughput Over Time
Onset of Congestion
Dynamic Changes in Available Bandwidth
Eliminate Loss and Jitter for High Performance
Variable Impact on Applications & Content
![Page 11: P2P Media Summit PacketExchange: Content Delivery and Wide-area Peering Chuck Stormon Chief Marketing Officer August 4, 2008.](https://reader035.fdocuments.us/reader035/viewer/2022081400/551511c855034673228b4a16/html5/thumbnails/11.jpg)
Peering - locally
Peering is voluntary interconnection of administratively separate Internet networks for the purpose of exchanging traffic between the customers of each network.
London
Frankfurt
London
Frankfurt
What you have to pay for to peer at a local Internet Exchange Point is:- Colocation- Membership
The TOP 6 Internet Exchange Points:- AMSIX – Amsterdam, NL- LINX – London, UK- DECIX – Frankfurt, D- Equinix – Ashburn, USA - PAIX – Palo Alto, USA- JPIX – Tokyo, Japan
![Page 12: P2P Media Summit PacketExchange: Content Delivery and Wide-area Peering Chuck Stormon Chief Marketing Officer August 4, 2008.](https://reader035.fdocuments.us/reader035/viewer/2022081400/551511c855034673228b4a16/html5/thumbnails/12.jpg)
Peering - globally
Frankfurt
DE - CIXFrankfurt
Tier1
Tier1
2
Hong Kong
Amsterdam
FrankfurtDublin
Brussels
London
ManchesterParis
Secaucus
San Jose
San Francisco
Palo Alto
New York
MiamiLos Angeles
ChicagoAshburn
Dallas
Seattle
PacketExchange
global peering
locally
AMS-IXAmsterdam
locally
LINXLondon
locally
Tier1
Tier1 Tier1
![Page 13: P2P Media Summit PacketExchange: Content Delivery and Wide-area Peering Chuck Stormon Chief Marketing Officer August 4, 2008.](https://reader035.fdocuments.us/reader035/viewer/2022081400/551511c855034673228b4a16/html5/thumbnails/13.jpg)
eXpress™ Automatic, global, wide area peering
BGP4
PacketExchangeMPLS backbone
Content Access Software Hosting
![Page 14: P2P Media Summit PacketExchange: Content Delivery and Wide-area Peering Chuck Stormon Chief Marketing Officer August 4, 2008.](https://reader035.fdocuments.us/reader035/viewer/2022081400/551511c855034673228b4a16/html5/thumbnails/14.jpg)
eXpress™
Capabilities Customer Use
• Ethernet VPLS instance
• Automatic route broadcast of new PacketExchange eXpress™ members
• Global reach
• Bandwidth scaleable on demand
• Latency:
–<20ms pan European
–<50ms transatlantic & across US
• 100% network availability
• <0.2% packet loss
• Measurable & enforceable SLAs
• 24/7 technical support
• Automatically peer across US & Europe with over 140 peering partners
• High-performance delivery of rich-media content & time-sensitive application data
• Platform for entertainment delivery – real-time, streaming video
• Ideal for VOIP, teleconferencing, global content sharing
![Page 15: P2P Media Summit PacketExchange: Content Delivery and Wide-area Peering Chuck Stormon Chief Marketing Officer August 4, 2008.](https://reader035.fdocuments.us/reader035/viewer/2022081400/551511c855034673228b4a16/html5/thumbnails/15.jpg)
PacketExchange – Connect Direct to the World
With our exclusive eXpress service, a single Ethernet port and one agreement gives you automatic peering with hundreds of other networks around the globe, saving you both time & money.
![Page 16: P2P Media Summit PacketExchange: Content Delivery and Wide-area Peering Chuck Stormon Chief Marketing Officer August 4, 2008.](https://reader035.fdocuments.us/reader035/viewer/2022081400/551511c855034673228b4a16/html5/thumbnails/16.jpg)
BYPASS the public Internet
Tier1Service Provider Tier
2
Tier 2
T3
T3
T3
T3
Tier1Service Provider
Tier 1Service Provider
Tier 1Service Provider T3
T3
T4
T4
T3
T3
Tier 2
Tier 2
Tier 2
Tier 2
• Gain SLAs • Gain Quality
of Service• Reduce latency• Reduce loss & jitter • Consistent bidirectional
traffic performance• Control routing
PacketExchangeMPLS backbone
T4T4
T4
T4
T4T4
T4
T4T4
T4T4
T4T4
![Page 17: P2P Media Summit PacketExchange: Content Delivery and Wide-area Peering Chuck Stormon Chief Marketing Officer August 4, 2008.](https://reader035.fdocuments.us/reader035/viewer/2022081400/551511c855034673228b4a16/html5/thumbnails/17.jpg)
London
Amsterdam
FrankfurtSan Francisco
Seattle
New York
™DireXion Ethernet Private Lines
A
B
C
D
E
We interconnect globally:- Datacenters- Internet Exchange Points- Subsidiaries
With:- EPL- Point to Point circuits- Point to Multipoint circuits- VLANs over MPLS
PacketExchangeMPLS backbone
![Page 18: P2P Media Summit PacketExchange: Content Delivery and Wide-area Peering Chuck Stormon Chief Marketing Officer August 4, 2008.](https://reader035.fdocuments.us/reader035/viewer/2022081400/551511c855034673228b4a16/html5/thumbnails/18.jpg)
DireXion
Capabilities Customer Use
• Point-to-Point or Point-to-Multipoint private line service between company locations
• IP-VPN, SDH/SONET replacement
• Bandwidth scaleable on demand
• Latency:
–<20ms pan European
–<50ms transatlantic & across US
• 100% network availability
• <0.25% packet loss
• Measurable & enforceable SLAs
• 24/7 technical support
• IP-VPN, SONET/SDH managed ring replacement
• Segment traffic among applications & public Internet
• Deploy private networks for telepresence, VoIP, Web content, specific industry verticals
• Deploy secured network with protected bandwidth, protected against DDoS or any 3rd party
• Billing at Internet economics – on demand per MBit commit & use
™
![Page 19: P2P Media Summit PacketExchange: Content Delivery and Wide-area Peering Chuck Stormon Chief Marketing Officer August 4, 2008.](https://reader035.fdocuments.us/reader035/viewer/2022081400/551511c855034673228b4a16/html5/thumbnails/19.jpg)
VLAN connections
Level 3
Abovenet
Teleglobe
GXKPN
Customer Ethernet connection
eXpand™ Direct access to multiple Tier1 ISPs
PacketExchangeMPLS backbone
![Page 20: P2P Media Summit PacketExchange: Content Delivery and Wide-area Peering Chuck Stormon Chief Marketing Officer August 4, 2008.](https://reader035.fdocuments.us/reader035/viewer/2022081400/551511c855034673228b4a16/html5/thumbnails/20.jpg)
eXpand™
Capabilities Customer Use
• Aggregate VLAN for redundant Tier1 IP transit providers
• Bandwidth scaleable
• Bursting limited only by port size
• 100% network availability
• BGP direct to provider with no hop
• Low latency across all regions
• Measurable & enforceable SLAs
• 24/7 technical support
• Network performance Web portal
• Seamless, direct access to several global Tier1 providers for best routes & resiliency
• Simplify aggregate bandwidth use & billing
• Meet growing & unpredictable traffic levels
• Minimize congestion to offer high level of availability to customers
![Page 21: P2P Media Summit PacketExchange: Content Delivery and Wide-area Peering Chuck Stormon Chief Marketing Officer August 4, 2008.](https://reader035.fdocuments.us/reader035/viewer/2022081400/551511c855034673228b4a16/html5/thumbnails/21.jpg)
PacketExchange – Global Layer 2 Ethernet
![Page 22: P2P Media Summit PacketExchange: Content Delivery and Wide-area Peering Chuck Stormon Chief Marketing Officer August 4, 2008.](https://reader035.fdocuments.us/reader035/viewer/2022081400/551511c855034673228b4a16/html5/thumbnails/22.jpg)
The PacketExchange Difference
Content
PacketExchange Layer 2 MPLS Mesh Network
AccessNetwork
s
Predictable Performance – Essentially No Jitter, No Packet Loss, Very High Throughput, Secure
PoPRouter Switch
Route Reflectors
PoPDSLAM CMTS
Router Switch
Servers
Provides for controlled content and application delivery to user
ISP
Cable Co
Enterprise
Hosted AppPTT
SaaS Provider
IPTV
MMORPG
![Page 23: P2P Media Summit PacketExchange: Content Delivery and Wide-area Peering Chuck Stormon Chief Marketing Officer August 4, 2008.](https://reader035.fdocuments.us/reader035/viewer/2022081400/551511c855034673228b4a16/html5/thumbnails/23.jpg)
Music Web Site
Consistent & Fast Performance
1
2
3
4
5
6
7
8 • Consistent user experience extends time online
• Faster speed prompts users to try & adopt more Internet apps
• Reliability boosts revenues & lower support call costs
• Network extends reach from just from 1 data center
Results normalized between CA and VA
Slow
OK
Preferred
Pag
e D
ow
nlo
ad
Tim
e (
Sec)
Time/PST
IP Transit
PacketExchange Global Peering
![Page 24: P2P Media Summit PacketExchange: Content Delivery and Wide-area Peering Chuck Stormon Chief Marketing Officer August 4, 2008.](https://reader035.fdocuments.us/reader035/viewer/2022081400/551511c855034673228b4a16/html5/thumbnails/24.jpg)
PacketExchange Delivers Performance
• Dramatically better end-user experience
– Fast
– Reliable
– Consistent
• Better economics for the Content Provider– OPEX not CAPEX costs– Minimized operating expense (pay for what is used)– Security, diversity and resilience built in to the model– Private networking improves QoS and performance
Increased page impressionsIncreased ad revenuesIncreased subscriber stickinessGrowth in brand and service value
![Page 25: P2P Media Summit PacketExchange: Content Delivery and Wide-area Peering Chuck Stormon Chief Marketing Officer August 4, 2008.](https://reader035.fdocuments.us/reader035/viewer/2022081400/551511c855034673228b4a16/html5/thumbnails/25.jpg)
PacketExchangeBecause the Web Is the Revenue Stream