Akamai Solutions Sr Solution Engineer kyyangakamai com Akamai

Akamai Solutions 부장 양 경 윤 Sr. Solution Engineer kyyang@akamai. com

Akamai - a Decade of Innovation $800 • Global managed services provider • Accelerating: § Rich media § Dynamic transactions § Web- and IP-based applications • Enabling more relevant online advertising • 3, 000+ customers Revenue (in $ millions) $700 $600 $500 $400 $300 $200 $100 • 20%+ of Global 500 $0 2002 2003 2004 2005 2006 2007 2008 POWERING A BETTER INTERNET © 2009 Akamai

YAHOO Developer Network • http: //developer. yahoo. com/performance/rules. html • 80 -90% of the end-user response time is spent on the front-end downloading all the components in the page: html, images, stylesheets, scripts, Flash, etc. POWERING A BETTER INTERNET © 2009 Akamai

Impact of the Middle-Mile Web Application Delivery – HTTP over TCP From Atlanta to Sydney, rendering a typical 70 k Web page with 25 objects requires 31 round trips Data-Center (Atlanta) Globally Distributed Users (Sydney) 1 2 3 Last Mile First Mile Middle Mile Application processing time and content generation Round Trip Time (RTT) x # Round Trips Bandwidth-related transfer time 0. 25 seconds 7. 75 seconds (31 x 250 ms) 0. 20 seconds Total response time = 8. 20 sec 95% of total response time is due to the middle-mile POWERING A BETTER INTERNET © 2009 Akamai

Internet Infrastructure Bottleneck Economics Growth 20 X $$$ Web Content First Mile $$$ 20 X Tier 1 ISPs 6 X 50 X $$$ Middle Mile Local ISPs Last Mile 6 X $$$ 50 X Web Users POWERING A BETTER INTERNET © 2009 Akamai

Bottleneck Causes Congestion Tier 1 IPS’s Congestion Causes “The Internet won’t • Slow downloads & applications scale well” • Poor video quality Edge ISPs Edge ISPs Bottleneck Edge ISPs POWERING A BETTER INTERNET Edge IPSs © 2009 Akamai

Akamai Global Deployment of Advanced Platform Deploy into thousands of ISPs close to end users • 40, 000+ Servers • 1, 600+ Locations • 1, 100+ Networks • 750+ Cities • 76 Countries 85% of the world’s Internet users are within a single network hop of an Akamai Edge server POWERING A BETTER INTERNET © 2009 Akamai

How Akamai Accelerates Internet Apps Application Server Web-based applications Web services Route Optimization Over-ride BGP and select best performing route Round Trip Optimization Akamai Protocol reduces the effective number of trips along the best path. Caching Store files close to requesting users POWERING A BETTER INTERNET © 2009 Akamai

With Akamai: Edge Caching for any content which can be cached Origin Infrastructure End User HTML POWERING A BETTER INTERNET © 2009 Akamai

Sure. Route - Without Akamai Web Site Origin BGP Route BGP • Not performance aware. • Easily manipulated by networks. • Recovery from errors takes time. POWERING A BETTER INTERNET © 2009 Akamai

Akamai Sure. Route Path Optimization Web Site Origin 10 ms 200 ms 125 ms Sure Route • Discovers a range of low latency paths. 15 ms • The best two paths are chosen. • Object request races determine the path used. POWERING A BETTER INTERNET © 2009 Akamai

Akamai Sure. Route vs BGP Akamai Web Site Origin Page Load 10 ms 200 ms 125 ms Sure Route 15 ms • Lowest latency path chosen. • Round trip times are reduced. • Packets arrive faster. • Page loading times are reduced. POWERING A BETTER INTERNET © 2009 Akamai

Automated Path Failover Web Site Origin 10 ms 15 ms POWERING A BETTER INTERNET © 2009 Akamai

Akamai Controls the “Middle-Mile” POWERING A BETTER INTERNET © 2009 Akamai

Persistent Connections – without Akamai Origin Infrastructure POWERING A BETTER INTERNET © 2009 Akamai

Persistent Connections – without Akamai Origin Infrastructure POWERING A BETTER INTERNET © 2009 Akamai

Persistent Connections – with Akamai Origin Infrastructure POWERING A BETTER INTERNET © 2009 Akamai

Persistent Connections - SSL Without Akamai Server Client TCP SSL 1400 ms HTML With Akamai Client Server TCP (Reuse existing TCP connection) SSL (Reuse existing SSL connection) HTML 24 ms 224 ms Fewer trips = Faster! POWERING A BETTER INTERNET © 2009 Akamai

TCP Optimization – With Akamai Without Akamai Web Site Origin 10 ms 200 ms 125 ms TCP Optimization 15 ms • Increased Congestion Window size. • Faster TCP Slowstart ramping. • Faster retry after packet loss. • More packets per round trip. • Known good connections. POWERING A BETTER INTERNET © 2009 Akamai

Akamai Protocol: Prefetching Akamai Server Customer Origin Proprietary Protocol Control End User POWERING A BETTER INTERNET © 2009 Akamai

Product Lines Software Delivery Media Delivery Dynamic Sites Application Performance Advertising Decisions Downloads Stream OS DSA WAA Predictive Client-side Delivery OVP RMA IPA Descriptive Streaming DSD SXL Remarketing Storage Edge Computing POWERING A BETTER INTERNET © 2009 Akamai

Who use Akamai Media & Entertainment High Tech Commerce Public Sector POWERING A BETTER INTERNET Financial Services Automotive / Manufacturing © 2009 Akamai

Digital Asset Solution Software Delivery Media Delivery Downloads Stream OS Client-side Delivery OVP Streaming Storage POWERING A BETTER INTERNET © 2009 Akamai

The Fat-file Paradox: Latency Limits Throughput… …and throughput limits the time to download large files (e. g. , 4 GB DVDs) Network Latency Packet Loss Throughput Download Time Local <100 mi. 1. 6 ms 0. 6% 44 Mbs 12. 2 min. Regional 500 -1000 mi. 16 ms 0. 7% 4 Mbs 2. 2 hrs. Cross Continent <3, 000 mi. 48 ms. 1. 0% 1 Mbs 8. 16 hrs. Different Continent <6, 000 mi. 96 ms. 1. 4% 0. 4 Mbs 20 hrs. Distance from Server to User Akamai Big Data Center Approach POWERING A BETTER INTERNET © 2009 Akamai

Akamai in Media & Entertainment Online Publishers • 8 of top 10 online publishers Social Media • 7 out of 10 top social media sites Media & Entertainment • 27 of the top 30 M&E companies Online Newspapers • 8 of the top 10 largest newspapers Ad Technology Providers • All of the top 5 in each category Sources: Top Online Publishers based on revenues, (source: IAB/PWC 2006) Top Newspapers based on circulation (Newspapers & Technology 2007) Top Ad Technology Providers (OMMA Magazine) POWERING A BETTER INTERNET © 2009 Akamai

Akamai Helps Manage Digital Assets National Basketball Association Stream OS Increases Distribution of Media Manage thousands of on-demand assets Manage 30, 000 Assets Flexible rights management and control Publish clips in a matter of hours to increase viewership and audience loyalty POWERING A BETTER INTERNET Preserve Meta Data entire library is searchable for consumers, editors and business staff © 2009 Akamai

BMW Films Problem: Global audience for streamed promotional film required costly infrastructure to scale Solution: Akamai Media Delivery Akamai Impact: Delivered 200 TB of total data (equating to 14 million film views) during “The Hire” film series Akamai Impact: Global reach enables BMW to market short films to global audience and deliver concurrent, high-quality streams (80% of which were accessed at rates of 300 Kbps) Akamai Impact: Savings of 60% by extending digitized downloads across Akamai Platform POWERING A BETTER INTERNET © 2009 Akamai

Akamai Software Delivery for Hi-Tech customers POWERING A BETTER INTERNET © 2009 Akamai

Poor Completion Rates – Revenue Effect Completion Rate by File Size 100% 90% 80% 70% 60% 50% 40% 30% 20% 10% 0% 93% 90% 80% Revenue Opportunity 90% 73% Up to 91% Completion Rate Improvement 62% 10 - 50 MB 49% 48% 47% 50 - 100 MB 100 - 150 MB 150+ MB File Size Before Akamai ESD + Download Mgr POWERING A BETTER INTERNET © 2009 Akamai

Hewlett Packard Problem: Reliably eliminating CD distribution costs Solution: Akamai’s solution for electronic software distribution Akamai Impact: Saved an estimated $500 k a year in administrative costs Akamai Impact: CD shipments dropped by 2, 500 shipments per month. Akamai Impact: Online trial distribution jumped from under 50% to over 75%. Akamai Impact: Improved software download performance by 4 -5 X in Asia and 2 -3 X in Europe compared to origin site in US and by 25% compared to existing CDN solution. POWERING A BETTER INTERNET © 2009 Akamai

Dynamic Site Solution : B 2 C site Dynamic Sites DSA RMA DSD Edge Computing POWERING A BETTER INTERNET © 2009 Akamai

Performance reduces site abandonment Each represents $370 Booking 4 Seconds Abandonment Zone What’s happening in the “abandonment zone”? TODAY: 86% of flight searches over 4 seconds AKAMAI DSA: 19% of flight searches over 4 seconds POWERING A BETTER INTERNET © 2009 Akamai

Online Commerce Segments Retail • (Electronics, Mass Merchant / Dept. Stores, Apparel, Jewelry, Office Supplies, Catalog, Etc. ) Travel • (Airlines, Hotels, Car Rentals, Tourism, OTAs, Meta-Search) Consumer Brands • 30 (Consumer Packaged Goods, Big Brands. , etc. ) POWERING A BETTER INTERNET © 2009 Akamai

Sony. Ericcson Problem: Reliably highlight products online to global audience. Solution: Akamai DSA and Edge. Computing Akamai Impact: Improved average application download times over 12 x to global base. Akamai Impact: Improved availability to 100% Akamai Impact: Reduced cost per user session by 33% after 1 year. Akamai Impact: Proved annual ROI of 423% and payback within 6 months. POWERING A BETTER INTERNET © 2009 Akamai

Korea : A 사 – 사이트 성능 개선 사례 POWERING A BETTER INTERNET © 2009 Akamai

Application Performance Solution : B 2 B, B 2 E Application Performance WAA IPA SXL POWERING A BETTER INTERNET © 2009 Akamai

Application Performance Solutions Application Delivery for the Extended Enterprise Business Process road warrior SOHO Collaboration e. Commerce Product Support Media Delivery Enterprise Headquarters Customers Employees Personal Productivity Administration and Utility outsourcing supply chain dealers Business Partners Customers Employees POWERING A BETTER INTERNET © 2009 Akamai

IP Application Accelerator IPA accelerates the performance of any IP-enabled application • Application Independence • Any IP-enabled application • Multiple protocols • • • Sec ure HTTP/HTTPS SSL ICA UDP Non -Cac hea b le F ile D own SSL VP load N Citrix Presentation Server (ICA) ) il hosting a M E. p ap (e. g. C/S s p p a r n-browse Extended, global workforce no POWERING A BETTER INTERNET © 2009 Akamai

Application Performance Solution customers INDUSTRY SEGMENTS “ANCHOR” COMPANIES APPLICATIONS • Agent Booking Portal • Distributed Call Center • GDS Acceleration Airlines Travel • Agent Online Booking • Distributed Call Center • Employee training Portal Luxury • Reseller Portal • B 2 B e. Commerce • Product Lifecycle Management, Supply Apparel • Partner Distribution & Fulfillment • Product Lifecycle Management Catalog • Virtual Sales Portals • B 2 B e. Commerce • e. Learning Systems • Supply Chain, procurement • B 2 B e. Commerce for online presence • Employee HR portal Brick & Mortar POWERING A BETTER INTERNET © 2009 Akamai

Case Study - Cathay Pacific Problem: Poor global performance hindering adoption of ticketing apps in Hong Kong – fare faxes Solution: Web Application Accelerator Impact: • 100% increase in online bookings – 35, 000 agents • Estimated annual savings of up to $1, 500, 000 • 65% increase in traffic without additional infrastructure • 65% increase in global site performance POWERING A BETTER INTERNET © 2009 Akamai

Enterprise Application Examples Example 1: SAP • Dealer, partner and employee portals based on SAP Net. Weaver Portal to integrate my. SAP business suite + custom components • Widely distributed user base (often Asia-Pac), centralized servers • Examples: • SAP Enterprise v 6 issues at Nike communication to hundreds of supply chain partners in China, Thailand, Indonesia, Vietnam • SAP v 6 issues at BK - 13, 000 global franchises • Charter member of SAP’s Enterprise Service Community (ESC) POWERING A BETTER INTERNET © 2009 Akamai

Korea : B 사 – 웹 애플리케이션 성능 개선 사례 POWERING A BETTER INTERNET © 2009 Akamai

Akamai will help you to decide POWERING A BETTER INTERNET © 2009 Akamai

• Download Analytics 2. 0 Ø Ø POWERING A BETTER INTERNET Visualize completion rates by country Identify individual clients having a poor experience © 2009 Akamai

Media Analytics 2. 0 Beta Media Analytics 2. 0 provides intelligence on content usage and audience engagement for broadband audio & video offerings. POWERING A BETTER INTERNET © 2009 Akamai