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EQUINIX WHITEPAPER

By the Equinix Innovations Team

OPTIMIZING INTERNET APPLICATION PERFORMANCE

TABLE OF CONTENTS

Introduction

Speed

Availability&Consistency

PlatformEquinixSM

HowDoWeTestApplicationPerformance?

Results

RoundTripTime,Traceroutes,Availability,andPredictability

Takeaways

pages

2

3

3

4-5

6

7

7-8

9

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Performanceisn’tjustaboutthespeedofasite;availabilityandconsistencyarealsoimportant.Beingabletodeliverconsistent,reliableserviceisfundamentaltocustomerconversionandretention.FromfrustratedconsumerstryingtobuygiftsforChristmastomultinationalcompaniesattemptingtodocomputationalmodeling,alltypesofcustomersbecomefrustratedwhenwebsitesorcloudservicesaren’tfastorpagesfailtoload.Beingabletoprovideyourcustomersaconsistentexperience,orinthecaseoftheenterprise,toactuallyguaranteethatperformanceandconsistencywithaServiceLevelAgreement(SLA),translatestoincreasedrevenuebyimprovingtheenduserexperienceandreducingresistancefromcorporatebuyers.

Inthispaper,wedescribehowleveragingEquinixasthefoundationforyourservicescanreducelatencyby15%globally,reducedowntimebyupto80%,andincreasepredictability,allwithouthavingtoinvestthetimeorincurtheexpensetochangeorredesignyourapplicationarchitecture.

Intoday’sdigitaleconomy,performancecanbeastrategicdifferentiatorforyourcompany.Whetheryou’reabankhandlingmillionsofclientsonline,aretailerdependentonyourwebsitetodrivesales,oracloudcomputingcompanypoweringenterprises,performance-relatedenduserexperienceisoneofthekeycriteriaonwhichyourcompanywillbejudged.Therearenumerousexamplesofhowperformancecanimpactrevenue:

By the Equinix Innovations Team

OPTIMIZING INTERNET APPLICATION PERFORMANCE

■■ Amazon—“Every100msdelaycosts1%ofsales”1—for2009thattranslatesinto$245million

■■ Mozillashaved2.2secondsofloadtimeoffitslandingpagesandincreaseddownloadconversionsby15.4%,translatingintoanadditional60milliondownloadseachyear2

■■ Microsoftfoundthatanincreaseof500msofdelaysonitspageloadsresultedinlosing1.2%inrevenueperuser3

■■ WhenShopzillareduceditspageloadtimeby5seconds,itsawanincreaseof25%inpageviewsanda7-12%increaseinrevenue4

■■ 10mslatencycouldresultin10%lessrevenueforU.S.brokerages5

1. http://sites.google.com/site/glinden/Home/StanfordDataMining.2006-11-28.ppt2. http://blog.mozilla.com/metrics/category/website-optimization/3. http://en.oreilly.com/velocity2009/public/schedule/detail/85234. http://assets.en.oreilly.com/1/event/29/Shopzilla%27s%20Site%20Redo%20-%20

You%20Get%20What%20You%20Measure%20Presentation.ppt5. http://www.tabbgroup.com/PublicationDetail.aspx?PublicationID=346

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OPTIMIZING INTERNET APPLICATION PERFORMANCE

SPEEDThespeedofyoursiteisjudgedonresponsivenesstoactionsonthepage(scriptrequests,imagerenders,etc.)andonhowquicklyuserscantransitionfrompagetopage(loadinganewpage).Theelementsofspeedcanbefurtherbrokendown:thenetworklatencyandbandwidthbetweenyourendusersandyoursite,theperformanceofyourserverinfrastructureinrespondingtoarequest,andhowquicklytheuser’sbrowsercanrenderyoursitebasedonhowthewebpageiscoded.Whilethereisatremendousbodyofknowledgeonhowtoincreasebandwidth,optimizeserversandcodewebpages,networklatencyisgenerallyconsideredimmutable.Butnewstudiesshowthatifyoureducelatency,itwillhaveatremendouseffectonpageloadtimes,evenmoresothanbandwidth,withevery20msofreducednetworklatencyresultingina7-15%decreaseinpageloadtimes.6

AVAILABILITY & CONSISTENCYAvailabilityofawebsiteisn’tsolelydependentonhowwellyouoperateyourinfrastructure;itisalsoaffectedbytheperformanceofyourinternetserviceprovider(ISP)andotherserviceproviders.Disputesbetweencarriershavesometimesresultedinafragmentedinternet,withsomeendusersunabletoaccesscontentwhileothersareunaffected.7Likewise,achievingconsistentsiteperformanceisbasedonanamalgamationofinternalfactors(e.g.,propercapacityplanning,loadmanagement)andexternalfactors(e.g.,internetperformance,localtraffic).Again,whiletheprinciplesofoptimizingtheinternalfactorsarewellunderstood,howtooptimizetheexternalfactorshasseemedtobeasecretheldbyonlythelargestcontentproviderssuchasGoogleorAmazon.Inthiswhitepaperwedescribehowtheselargecontentcompaniesincreasetheircontroloverexternalforces,andhowyourcompanycanreproducethiseasilyandcosteffectively.

BENEFIT OF ADDING AN EXTRA MBPS

BENEFIT OF REDUCING RTT

PAGE LOAD TIME AS RTT DECREASES

40%

30%

20%

10%

0%

Per

cent

Imp

rove

men

t

Bandwidth (Mbps)2 3 4 5 6 7 8 9 10

20%

18%

16%

14%

12%

10%

8%

6%

Per

cent

red

ucti

on

in P

LT

RTT (ms)22

020

018

016

014

012

010

0 80 60 40 20 0

4,000

3,500

3,000

2,500

2,000

1,500

1,000

500

Pag

e Lo

ad T

ime

(ms)

RTT (ms)22

024

020

018

016

014

012

010

0 80 60 40 20 0

Conventionaladviceonreducinglatencyrecommendsusingathird-partyprovidersuchasaContent-DeliveryNetwork(CDN)todistributecontentandleveragingtheirinfrastructuretogetgeographicallyclosertotheenduser.WhileaCDNcanhelpacceleratestaticcontentandeffectivelydistributevideo,theincreasinglydynamicnatureoftheweb(socialmedia,real-timeAPIaccess,etc.)reducesCDNeffectiveness,andinareal-timecloudapplicationmaynotbeabletohelpatall.ThisstudyshowshowitispossibletoreducenetworklatencyacrosstheinternetbyhousingapplicationinfrastructureinEquinixdatacentersandleveragingtheuniquenetworkdensitylocatedinthem.

6. http://www.belshe.com/2010/05/24/more-bandwidth-doesnt-matter-much/

7. http://www.datacenterknowledge.com/archives/2008/03/18/cogent-telia-peering-dispute-widely-felt/

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OPTIMIZING INTERNET APPLICATION PERFORMANCE

PLATFORM EQUINIXSM

Whydomorethan3,600customers,includingthetopcarriers,CDNs,contentproviders,andcloudproviderschooseEquinixastheirdatacenterservicesprovider?Equinixprovidessomeofthemostreliable,securefacilitiesintheworld,andourlongtrackrecordofdeliveringexcellentservicehasearnedthetrustoftopcompanies’CTOsandCIOswhoknowapplicationperformanceismissioncritical.Butequallyimportant,Equinixdatacentersaresituatedincriticallocationsthroughouttheinternet,whichenablesEquinixcustomerstooptimizetheirendusers’experience.Tounderstandhow,let’squicklyreviewthestructureoftheinternet.

Tothegeneralpublic,theinternetisa“cloud”theycanplugintoanywhere,butthefundamentalstructureoftheinternetisactuallydrasticallydifferent.Theinternetisavastseriesofinterconnectednetworksthatrideonthephysicalcapacityofhundredsoftelecomproviders.Thesenetworksoverlapgeographically(somemajorcitieshavemorethan50networks),andtheyalsosharecommoncharacteristics.

First,allISPsarchitecttheirnetworkswithbackboneconnectionsengineeredashigh-speedtrunksbetweenkeynetworknodes.Sincethesebackbonesareresponsibleforcarryingmassiveamountsofdataanddistributingthemacrossthenetwork,theyarecriticaltoeachcarrier.Therefore,carriersdevotesignificantengineeringandoperationalresourcestoensurethebackbonerunsasquicklyandwithaslittlecontentionaspossible.Bycontrast,theregionalcoverageornon-backbonenetworksbuiltbythatsameISPmayhavesomedegreeofoversubscription,resultinginunpredictablebehaviorandnetworkcongestion.

Second,thephysicalcablesformingthesebackbonenetworksgenerallyconvergeoncertainlocationsduetopopulationdensityandgeographiclimitations.Inaddition,sub-seacablesthatconnecttheworld’scontinentsreachtheshoreatverydistinctlocationsbasedongeographiccharacteristics(awayfromshippinglanestopreventcablecuts,butstillnearmajorcities),resultinginplacementsimilaroridenticaltowhereISPslocatetheirbackbonenetworks.

ATLANTIC OCEAN

PACIFIC OCEAN

INDIAN OCEAN

INDIAN OCEAN

ARCTIC OCEANARCTIC OCEAN

Chukchi Sea

Beaufort Sea

Caribbean Sea

Hudson BayGulf of Alaska

Baffin Bay

Gulf of Mexico

Norwegian Sea

Greenland Sea

North Sea

MediterraneanSea

BalticSea

Black Sea

AralSea

Bering Sea

Barents Sea

ArabianSea Red Sea

CaspianSea

Bay ofBengal

Tasman Sea

Coral Sea

Arafura Sea

Sea of JapanYellow Sea

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dia

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CS

ACE

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Argentina –Uruguay

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Tata TGN-Pacific

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Tata TGN-Atlantic

VMSCS

Transworld

TPC 5

TPC 5

TPC 5

TPC 5

TPC 5TPC 5

TIS

Tata TGN - Tata Indicom

TAT-14

TAT-14

TAT-14

TAT-14

Sout

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Cro

ss

Southern Cross

Southern Cross

Sout

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Cro

ss

Sout

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Cro

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Southern Cross

Southern Cross

SAC/LAN

SAC

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SAC

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SAC/

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SAC/LAN

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SAm

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SAm

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SAS-1

SAT-

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SAT-

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SAFE

SAFE

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PAC

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PC-1

PC-1

PC-1

PC-1

NorthStar

MAC

MAC

MedNautilus

Med Cable

Maya-1

Kuwait-Iran

KJCN

JASURAUS

Japan-U.S.

Japan-U.S.

Japan-U.S.

Japan-U.S.

Japan-U.S.

i2icn

Hibernia Atlantic

Hibernia Atlantic

Hibernia Atlantic

Hibernia Atlantic

Guam-Philippines

Glob

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GlobeNet

GlobeNet

GlobeNet

Glob

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Georgia-Russia

FOG

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Asia Loop

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FA-1

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Dumai-MelakaCable System

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China-U.S.

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EAC-C2C

EAC-

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BSFOCS

Bharat LankaCable System

BICS

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AC-1

AC-1

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ARCOS

Apollo

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AP

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APCN-2

APCN

APCN

Americas-II

Americas-II

ALPAL-2

Alaska United West

Alaska United East

Australia-Japan

Qatar-U.A.E.

Cayman-Jamaica

Atlas Offshore

Curaçao–Trinidad

Kodiak Kenai

WARFDhiraagu-SLT

Gemini Berm

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Caucasus Cable System

CFX

-1

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CYPRUS

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VIETNAM

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Milan

Glasgow

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Vancouver

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San Francisco

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Miami

Seattle

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Portland

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Quebec

Calgary

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Edmonton

São Paulo

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St. Petersburg

Mumbai

Kolkata

Taipei

Shanghai

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Macau

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Auckland

Houston

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Luanda

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Brasilia

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Addis Ababa

Helsinki

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Gibraltar

Athens

Georgetown

Tegucigalpa

Budapest

Reykjavik

Tehran

Baghdad

Rome

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Nairobi

Kuwait City

Riga

Maseru

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Antananarivo

Lilongwe

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Nouakchott

Mexico City

Monaco

Windhoek

Niamey

Abuja

Oslo

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Warsaw

Doha

Bucharest

Moscow

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Riyadh

Mogadishu

Cape Town

Madrid

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Stockholm

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Dar es Salaam

Tunis

Ankara

Asgabat

Kiev

Washington DC

Montevideo

Tashkent

Caracas

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Kinshasa

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Harare

Algiers

Buenos Aires

Vienna

Gaborone

Ottawa

Bangui

Brazzaville

Cairo

San Salvador

Malabo

Tallin

Banjul

Berlin

Accra

Godthab

Guatemala

Conakry

Bissau

Port-au-Prince

Dublin

Abidjan

Beirut

Monrovia

Rabat

Maputo

Managua

Asunción

Lima

Lisbon

Dakar

Freetown

Bloemfontein

Khartoum

Mbabane

Lome

Kampala

Astana

Belgrade

Tirane

Sarajevo

Zagreb

Skopje

Chisinau

Bratislava

Brussels

Ljubljana

Vilnius

Kingston

Canberra

Dhaka

Suva

Jakarta

Phnom Penh

Vientiane

Kuala Lumpur

Ulaanbaatar

Rangoon

Wellington

Pyongyang

Manila

Seoul

Bangkok

Beijing

Noumea

Port MoresbyHonaira

Hanoi

Dili

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Bandar SeriBegawan

Dodoma

New DelhiKathmandu

Islamabad

Colombo

Bishkek

Astana

AbuDhabi

Podgorica

Pretoria

Chicago

Paris

Geneva

Zurich

London

Munich

Frankfurt

Düsseldorf

Amsterdam

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Emi

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TPC 5

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SIN

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Singapore

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SeaMeWe-4Matrix Cable System

SAN

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SAm-1

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San Juan

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Australia-Japan

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CO

RN

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Skewjack

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Porthcurno

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AC-1

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SUBMARINE CABLE MAP2010 TeleGeography

Map depicts in-service and planned international and U.S. domestic cables with a minimum capacity of 5 Gbps after full upgrades. Intra-European cables in the North and Baltic Seas are not depicted. In-service cables included have an announced Ready for Service (RFS) date by December 31, 2009. Planned systems are cables under construction or those that are scheduled to enter service by 2012. Map does not depict proposed cables that have not announced landings or configuration. Cable routes are stylized and do not reflect physical cable location.

NORTH AMERICA:Chicago DallasLos AngelesNew YorkSilicon ValleyWashington DC

EUROPE:AmsterdamDüsseldorfFrankfurtGenevaLondonMunichParisZürich

ASIA-PACIFIC:Hong KongSingaporeSydneyTokyo

FIBER-OPTIC SUBMARINE CABLE SYSTEMS

EQUINIX IBX METRO CENTERS EQUINIX EXPANSION

PENDING SUCCESSFUL ACQUISITION OF SWITCH AND DATA IN Q2 2010

In-service system Planned system

Phoenix Atlanta

Nashville

St. Louis

Indianapolis Pittsburgh

Buffalo

Cleveland

Boston

Philadelphia

Tampa

MIAMI

Map of Undersea Fiber Optic Cables. To request a printed copy, visit: http://www.equinix.com/requestmap.

© 2010-2011 Equinix, Inc. | www.equinix.com

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EQUINIX WHITEPAPER

OPTIMIZING INTERNET APPLICATION PERFORMANCE

Third,ISPsmusthavecommercialagreementswitheachothertopasstraffic,andphysicallyconnectbackboneswitheachothertoaccomplishthis.Thelocationswherethebackbonestietogether,alsoknownaspeeringpoints,arethebridgebetweencarriers.Thus,aroutebetweentwocomputersconnectedtodifferentcarriersmightnotbetheshortestpossibleroute:datasentfromacomputerinBostontoacomputerinMainemaygothroughapeeringpointinNewYork.TheimplicationsbecomeevengreaterinAsia,whereaPCinSingaporetryingtoreachSydneymayberoutedthroughLosAngeles,transitingthePacificOceantwice.Thesetypesofroutinginefficienciescanhavedevastatingconsequencesonperformance.

Equinix’sdatacenterswerebuilttoactasthemajorpeeringpointsforISPs,andourfoundingprincipleistoserveasaneutrallocationforcarriersandtheircustomerstomeetandefficientlyexchangetraffic.Equinixistheonlyglobalproviderofcarrier-neutraldatacenterservices.Morethan600carriersconnect

witheachotherinourfacilitiesaroundtheworld,andthecarrierconnectionstoourfacilitiesaretheirbackbonelinksthatexpediteinternettraffic.

Equinixcustomerschoosetobuildtheirinfrastructureinsideourdatacenterstoensurereliabilityandsecurity,whileconnectingtothecarrierstheychooseinordertoleveragetheworld’smostreliableandefficientnetworkroutes.ThisallowsbusinessestomitigatetheunpredictabilityoftheinternetbyconnectingdirectlytotheISPstheirendusersusemostoften,whetheralargecablebroadbandproviderintheU.S.,aFrenchISP,orawirelessproviderforsmartphones.Becausethephysicalspeedlimitationscausedbygeographicaldistancescanalsobeafactor,Equinixhasbuiltdatacentersallaroundtheworld,enablingourcustomerstolocatetheirinfrastructureasclosetotheirendusersaspossible.Wecallourcombinationofreliabledatacenters,locatedaroundtheworld,whichcontaindynamicecosystemsofcustomersandnetworks“PlatformEquinix.”

CUSTOMER

6HOPS

7HOPS

6HOPS

3HOPS

4HOPS

4HOPS

CUSTOMERA

BC

TYPICAL ROUTE TO END USER

OPTIMAL ROUTE TO END USER

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IncollaborationwithCompuware/Gomez,EquinixcreatedadedicatedtestplatformtoquantifytheapplicationperformanceenabledbyPlatformEquinix.Bybuildinga“beaconserver”connectedtomultiplecarriers,Equinixsimulatedtheeffectsofdifferentapplicationroutingscenarios—connectedtoonlyonecarrierorconnectedtoamultitudeofcarriers—usingthesamehardware,softwareandphysicallocationtoremoveasmanyvariablesaspossible.Inaddition,torepresenttheimpactofgeographicdiversity,EquinixreplicatedthebeaconserveratsitesontheEastCoast(Ashburn,Va.)andWestCoast(SiliconValley,Calif.).ThebeaconserverwasinitiallyconfiguredtorepresentatypicalserverdeploymentwithaconnectiontoasingleISPinonelocation.Theconfigurationwasthenconnectedwithuptofivecarriersacrossmultiplesites.

Gomez,thewebperformancedivisionofCompuware,providestheindustry’sleadingsolutionfortestingtheperformance,availability,andqualityofwebandmobileapplications.TheGomezplatformintegrateswebloadtesting,webperformancemanagement,webcross-browsertesting,andwebperformancebusinessanalysis,enablingorganizationstotestfromthe“outside-in”acrossallusers,browsers,devices,geographies,anddatacenters.Gomezhascreatedauniquemonitoringsolutionthatalignswithourattemptatrepresentingrealperformanceacrosstheinternet.ItsActiveLastMilecapabilityprovideson-demandactivemonitoringfrommorethan150,000real,consumer-gradecomputersconnectedtoover2,500localISPsandwirelesscarriersinmorethan168countriesaroundtheglobe.

Gomezistheonlysolutionabletoprovideanaccurateviewintotheenduserexperiencefromanywhereontheinternet,anywhereintheworld,onanycarrier.Inaddition,theGomezplatformisextensibleandflexibleenoughforEquinixtocapturestandarddata,suchasend-to-endconnectiontimeandavailability,andalsocreatecustomtraceroutescriptstoprovidevisibilityintoactualnetworkpathstaken,byperformingscriptedroutinesusingtheirlast-milenetwork.Theresultingdatawasparsedbyremovingoutlyingdata(thebottomandtop2.5%ofresultsforalltests),sortedbyregionandstatisticallyanalyzedtocalculatevariance(whichtranslatesintopredictability).

Equinixtestedthreekeyparameters:roundtriptime,traceroute,andavailability.Roundtriptimerepresentsthetimeittakestoestablishaninitialconnectiontoaserver.Thisminimizesanydifferencesinpagerenderingtime,aswellasanypotentialconcernsaboutdatabaseorback-endaccess.Differentialsinroundtriptimescanthenbeisolatedtocorrelatewithnetworkspeed.Thetraceroutetestcountshowmanynetworkhopsexistbetweenthelast-miletestnodeandthebeaconservers.Finally,availabilitydatawascollectedfromallgloballocations,whichfactorsinthereliabilityoftheinternetasawhole.

HOW DO WE TEST APPLICATION PERFORMANCE?

Backbone Gomez Last Mile Virtual Test Bed Your Actual User

Web Performance Management and Load Testing150+ locations

Web Performance Management and Load Testing150,000+ locations

Cross-Browser Testing500+ browser/OS combo’s5,000+ supported devices

Real User MonitoringWorldwide, wherever your users are

The Gomez Network: World’s Largest and Most Comprehensive Performance Monitoring and Testing Network

Source: http://www.gomez.com/products-solutions/technology/the-gomez-network/

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RESULTSWhencomparedtoatypicaldeployment,roundtriptime,traceroutes,andavailabilitywereallmateriallybetterinthemulti-carrier,multi-nodesolution.Inaddition,predictabilitywasimprovedacrossallthreefactors.

ROUND TRIP TIME

Roundtriptimewasreduced17%globally,inAsia-Pacific(APAC)byastriking29%(65ms),Canadaby24%(25ms),LatinAmerica(LATAM)by14%(22ms),U.S.by11%(11ms),andEuropeMiddleEast/Africa(EMEA)by7%(9ms).Usingthemodelingdoneinotherresearch8,witha20msimprovementrepresentinga7-15%dropinpageloadtimes,wecanextrapolatethedramaticimprovementsinperformancepossible.

TRACEROUTES

Traceroutesdepicthowmanydifferentroutersapacketmusttraverseonitswaytothefinaldestination.Amoredirectroutemeansfewerpointsinthepathforcongestion,failure,orvariability.ByleveragingdirectaccesstomultiplecarriersinoneEquinixfacility,thenumberofhopstothebeaconserverisdramaticallyreduced.Globallynetworkhopsdecreasedby24%,APACdecreasedby31%,EMEAby27%,Canadaby21%,LATAMby16%,andtheU.S.by7%.Thistranslatesintomoredirectconnectivityfromyourenduserstoyourservers.

0.00

Seconds

0.05 0.10 0.15 0.20 0.25

APAC Total

Canada

EMEA Total

Latma Total

US

Grand Total

One Carrier Multicarrier

4.0 6.0 8.0 10.0 12.0 14.0 16.0 18.0

APAC Total

Canada

EMEA Total

Latma Total

US

Grand Total

One Carrier Multicarrier

Network hops

8. http://www.belshe.com/2010/05/24/more-bandwidth-doesnt-matter-much/

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AVAILABILITY

Availabilityimprovementsachievedan81%reductionindowntimeglobally,translatingintoadropfrom11totwohoursofdowntimeinayear.Typically,availabilitymeasurementssimplyshowwhetherornotyoursiteinfrastructureisupandwhetherornotitisreachablefromasingletestnode.ByusingGomez’sActiveLastMilemonitoring,wegainvisibilityintositeavailabilityfromtheenduser’sperspective,factoringinwhateverconnectivityoravailabilityissuestheirinternetconnectionmightbeintroducing.Thisprovidesamoreholisticviewofsiteavailability.Bydeployinginouroptimizedfashion,downtimeinHongKongwentfrom50to0hours,inUAEfrom120to0hours,andintheU.S.from13to0hours.Forendusers,thisrepresentsthedifferencebetweenfailingtoaccessyourapplicationandtheassurancetheycanaccessthemreliablyeverytime.

PREDICTABILITY

Bytakingthestandarddeviationsfromallthesourcedata,wefind77%lessvariabilityinconnectiontime,28%lessvariabilityintraceroutehops,and23%lessvariabilityinavailability.Notonlyisperformanceimprovedacrosstheboard,butpredictabilityofthatperformanceisalsoincreaseddramatically.

0 2.0 4.0 6.0 8.0 10.0 12.0 14.0 16.0 18.0

APAC Total

Canada

EMEA Total

Latma Total

US

Grand Total

One Carrier Multicarrier

Hours of downtime annually

0 0.5 1.0 1.5 2.0 2.5 3.0 3.5 4.0

Standard DeviationEnd to End

Standard Deviationof Traceroute

Standard Deviationof Availability

One Carrier Multicarrier

Standard deviation

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Howdifficultisittoimplementthearchitecturewetested?Amazinglysimple.Asthisstudyclearlydemonstrates,whereyoulocateyourinfrastructureplaysahugeroleinhowwellyoursiteorapplicationperforms.Withoutanysoftwareorserveroptimization,wewereabletoobtainsignificantimprovementsinperformancebyleveragingEquinixasaglobalinterconnectionhub.ThisrepresentsatremendousROIcomparedtoexpensivesoftwareengineeringeffortsorinfrastructureoverhauls.ByleveragingPlatformEquinix,youcanincreasetheperformanceofyoursiteby15-20%andincreaseavailabilityandpredictabilitywithouthavingtoredoanysoftwareorhardware.

Asstudieshaveshown,performanceiscriticaltotheenduserexperience.ArecentsurveybyEquationResearchshowedmanyconsumerswillabandonawebsiteorcompanyapplicationthatperformsslowly9:

■■ Nearlyone-third(32%)ofconsumerswillstartabandoningslowsitesafteroneandfiveseconds.

■■ 39%ofconsumerssayspeedismoreimportantthanfunctionalityformostwebsites,whileonlyoneinfiverankedsitefunctionalityasmoreimportant.

■■ Morethanone-third(37%)ofconsumerssaidtheywouldnotreturntoaslowsite,and27percentwouldlikelyjumptoacompetitor’ssite.

TAKEAWAYSSimplybycolocatingattherightdatacentersandbeingabletodirectlyaccessmultipleISPs’backbones,youcanachievethesignificantperformancebenefitsthatallowcompanieslikeGoogleorMicrosofttobefastforallusersindependentoftheirlocation.Theseperformanceimprovementstranslateintomeasurablebusinessbenefits:

■■ Increasedrevenueforretailers■■ Morepageviews(andadviews)forcontentcompanies■■ Moresatisfiedcustomersforanytypeofsiteorapplication

Whetheryourcustomersareregionalorglobal,Equinixhasdatacenterservicesintherightlocationstohelpyoudramaticallyimproveapplicationperformancetoendusers.

Equinix, Inc. (Nasdaq: EQIX) provides global data center services that ensure the vitality of the information-driven world. Global enterprises, content and financial companies, and more than 600 network service providers rely upon Equinix’s insight and expertise to protect and connect their most valued information assets. Equinix operates International Business Exchange™ (IBX®) and partner data centers across 35 metro areas in North America, Europe and Asia-Pacific.

PHOENIX

SEATTLE

DENVER

ST. LOUIS

NASHVILLE

ATLANTA

INDIANAPOLIS

PITTSBURGHDETROIT

TORONTOBUFFALOCLEVELAND

BOSTON

PHILADELPHIA

TAMPA

MIAMI

DUSSELDORF

MUNICH

ZURICH

GENEVA

PARIS

LONDONAMSTERDAM

HONG KONG

SHANGHAI

TOKYO

SINGAPORE

SYDNEY

FRANKFURT

SILICON VALLEY

LOS ANGELES

CHICAGO

NEW YORK

DALLAS

WASHINGTON, DC

9. http://www.gomez.com/wp-content/downloads/GomezWebSpeedSurvey.pdf