IP Buyers Guide

8/2/2019 IP Buyers Guide

1/27

Whats Your Retur n on Performance?

ENTERPRISE IP

BUYERS GUIDE

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ENTERPRISE IPBUYERS GUIDE [ 2 ]

TABLE OF

CONTENTS1.

2.

3.

4.

5.

6.

7.

8.

9.

10.

11.

Executive summary. 3

Internet 101. 4

Does this sound like you? 5

Drivers & challenges. 7

Can you afford not toenhance your Internet performance? 9

Understanding BGP and TCP. 11

Which WPO is right for you? 14

What are the crit ical performance metrics? 17

Key considerations when selecti ng a WPO

provider. 20

Results: how real companies derive a

posit ive ROI. 23

Conclusion. 25
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We are all aware o the impact perormance can haveon the bottom line. In a study conducted by Bing, a

page delay o only two seconds resulted in a 4.3%

drop in revenue. For Google, a 400-milisecond delay

caused a 0.59 percent drop in searches and the same

delay resulted in a ve to nine percent decrease in

site trac or Yahoo.1 Organizations are increasingly

choosing Website Perormance Optimization

(WPO) technologies to boost reliability, availability

and their bottom line.

ExecutiveSummry.

SECTION 1

Ths Book w hp yo:

Learn the beneits o WPO technologies

Decide i you are a good it or a WPO solution

Determine which WPO technologies can help

enhance your Internet perormance

Discover what to look or in a prospective

provider
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It all began with a man by the name o J.C.R. Licklider

who introduced the concept o an intergalactic

network. He was appointed the head o the Deense

Advanced Research Project Agency (DARPA) ater he

developed an idea or a global computer network that

would allow users to access inormation rom anywherein the world. Vinton G. Vint Cer continued the

research started by Licklider and co-designed the TCP/

IP protocol suite with Bob Kahn in the 1970s.

INTERNET101.

SECTION 2

The INTERNET

EVOLUTION

TheInternet?Wearenotinterestedinit.-BillGates,1993

Just 20 short years ater its invention, there are over

2 billion users on the web2, with the number o online

transactions in the US totalling 1.3 billion or 2010 and

online sales reaching $210 billion.3 In a world never

imagined by our predecessors, global politics is now

driven by the infuence o online communities.

3.7 MIllION BCThe dawn o man

6400 BCThe wheel is invented

1915J.C.R. Lickliderwas born 1939

Mainrame computeris created

1960Sputnik 1launches

1960Electronic DataInterchange setsthe stage ore-commerce

1974Internet is 1st mentionedin TCP paper

1982Exterior GatewayProtocol is 1stcoined

1993Border GatewayProtocol iscreated replacingEGP

1995One-billionthonline order isplaced

1996IntelligentRoute Controlsolutions aredeveloped toovercome BGPineiciencies

1994Amazon.comis ounded

1994

Wi-Fi isstandardized

1998Google islaunched

2006Twitter and Facebookare widely adopted

2009Mobile data traicexceeds voice traic

every month

2010255 million websitesand 1.97 billion Internetusers

1943Vint Cer isborn


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Businesses, no matter what the size,

ace challenges managing their IT

Inrastructure. At each stage o a

companys lie cycle, a new hurdle

presents itsel. Do yo fnd yos

n any o th oown statons?

DOES THIS

SOUND lIKE

YOU?

SECTION 3


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START-UP

As a start-upyour irst impressionis critical since you are competing

with established brands. Youve

just launched your rst product and

need to make an impact. Youre

cost conscious but know that a delay o even a ew

milliseconds can have a direct impact on your new

companys reputation. Whattypeofsolutionisgoingtogiveyouthebiggestreturnoninvestment?

SMB

Your online business is booming.

Your application usage is through

the roo and customers cant

get enough o your product.Everything seems to be going

exactly as planned, but behind the scenes you know

you are taking a risk by being single-threaded with only

one Internet Service Provider (ISP) or by using unreliable

network connections. Whatisthebestoptionforyour

business?

EnTERPRiSE

Whether your businessis processing millions o

transactions,delivering

business-critical sotware

or relying on the Internet

or day-to-day transactions, you need your IT to be

powerul enough to help you capture opportunities

the second they arise. Expanding your networkinrastructure or contracting with multiple high-speed

Internet access providers adds complexity, diverts

resources rom your primary business and comes

with a huge price tag. Youve looked into multi-

homing your network, seeking visibility to improve

perormance and availability, however the costs are

overwhelming. Without the ability to measure orintelligently manage your network, perormance can

unexpectedly suer. Whatsolutionwillmeetyour

challengestodayandhelpyouwintomorrow?


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DRIVERS &ChallENGES.

SECTION 4

Internet perormance is oten

measured in small numbers but

the impact o poor perormance can

be signiicant. For the typical website,

thosands o bts o noaton

delayed by even a ew milliseconds

adds up to a large cumulative impact.

A on-scond delay in website

perormance can mean a 7% oss n

consons, 11% w pa oads

and a 16% dcas n csto

satsacton. In dollar terms, this means

that i your site typically earns $100,000

a day, in one yearyo cod os $2.5

on n sas.4


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Aberdeens research concluded that the inabi l i ty

to prevent perormance issues beore end users

are impacted is one o the top challenges acing the

industry today.4

Preventing performanceissues before end users

are impacted47%

The need to improveemployee productivity

32%

30%

27%

The need to optimize the

cost of the enterprise

infrastructure

63% The need to improve customersatisfaction

The need to

mitigate disruption

of key business

processes

45%Measuring quality oend-user experience

45%Coodnatn appcatondops, s andntwok anant

40%Monitoringperormanceacross browserand end-userplatorms

Optimizing application

performance during peak times36%

Top chans o anan th poanco wb appcatons

According to an Aberdeen Group study, 63% o

organizations cited the need to improve customer

satisaction as their top driver or adopting

technology solutions to optimize the perormance o

web applications.4

DRIVERS ChallENGES

Top psss o adoptn tchnooy sot ons ooptzn th poanc o wb appcatons


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Can you affordnot to enhance

yourINTERNETPERfORMaNCE?

With the rapid growth o networks

and network-based applications,

the Internet has become the most

potant da dy pato

today. The economic value o online

service delivery can be asd n

bons o doas and any disruption

to this delivery model has real and

measurable costs. What strategic

action is your organization planning or

taking to prevent a decline in customer

satisaction?

SECTION 5


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As high-speed network access improves and

expands globally, customer demand or high

perormance and eature-rich web applications

increases exponentially. Endusersare88%less

likelytoreturntoasiteafterapoorexperience

and 47% more likely to have a negative perception

o the company. In the end, 78%ofendusersaremorelikelytoturntoacompetitorssitedueto

poorperformance .5 Many companies are already

taking strategic actions to provide more inormation,

creative content, aster perormanceand better

access to increase their customer base. This creates

multiple pressures or enterprises, application

developers, IT sta and their stakeholders to provide

customers with highlyavailable,feature-intensive

anderror-freeapplicationstogrowandretain

customers.

Th Cost o Poo Wbst Poanc

of end userswIll GOTO a COMPETITORS

site due to poorperformance4

88%

are lESS lIKElY TORETURN to a site after

a poor experience4

47%have a NEGaTIvEPERCEPTION of thecompany4

78%


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UnderstandingBGP and TCP.

SECTION 6

No single ISP is the best path to all

destinations. Relying on a single ISPreduces connection reliability and

eliminates routing options. Furthermore,

distances rom the end user and antiquated

routing protocols can result in relatively

poor perormance.Why is good perormance so diicult

to achieve? The Internet was designed

to be robust and distributed, but not

necessarily eicient. Moreover, the

appcaton contnt has statd to

bco o copx at the same

time that nd ss xpct btt

poanc.

Single-threadCONNECTIvITYREDUCES RElIaBIlITYand limits routing flexibility

Distance, suboptimal routing andantiquated protocolsIMPEDEPERfORMaNCE

aPPlICaTION

CUSTOMER

ENTERPRISE


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The navigation system o the Internet is called

BorderGatewayProtocol(BGP),which directs how

data is transported rom a source to a destination.

BGP was implemented to allow or a decentralized

Internet routing scheme, replacing Exterior Gateway

Protocol, which routed based on a tree-like networktopology.

WhAT iS BGP?

BGPs sole purpose is to determine the route or path

that data is to take over the Internet; BGP chooses

routes based on the shortest path available. This

approach is decreasingly eective as network loadcontinues to grow and the shortestrouteisnotoften

thebestroute . As a result, the shorter distance route

translates into higher latency(slower) and increased

packet loss(lessreliable) leaving your end users

BGPrustrated and oten driving them to abandon your site

or a competitor.

ThE BoTToM LinE

BGP is outdated andlackscontrol,causing

inefficienciesintraffickingdata

BGPs lack o insight into path perormancecreates latencyandpacketloss by sending

traic down paths that have route oscillations,

black holes or routing loops

BGP has no veri icat ion pol icy, leaving

addresses vulnerable to incorrect rout ing

select ion decisions, thereby slowingtraff ic

considerably

Wat tere was a better wa

t rute trac tat tk

perrmace t accut?
http://www.internap.com/business-internet-connectivity-services/performance-ip/border-gateway-protocol/http://www.internap.com/business-internet-connectivity-services/performance-ip/border-gateway-protocol/http://www.internap.com/business-internet-connectivity-services/performance-ip/border-gateway-protocol/http://www.internap.com/business-internet-connectivity-services/performance-ip/border-gateway-protocol/


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In todays business environment, with users working

rom remote distances, slow transmission is a big

problem. What does all this mean? Yourorganizations

communicationscanslowtoacrawl.

ThE BoTToM LinE TCPs inability to quickly transer data

and terminate the connection limits its

perormance capability

TCP inherently creates latency issues, slowing

the speed o your application and impacting

the end-user experience

TCPs conservative approach slows traic

signicantly at the slightest detection o packet

loss, leading to a poor end-user experience, less

revenue capture and lower customer retentionWat tere was a better wa

t relabl eler ur trac

wt muc ger trugput rates?

WhenTransmissionControlProtocol (TCP) was

introduced nearly 40 years ago, it was designed to

acilitate reliable communication between two hosts.

However, networks now operate at muchhigher

speeds and regularlyspanmuchlargerdistances

between the application origin and the end user.

Todays media-intensive Internet applications include

content that is chock-ull o graphics, videos and

audio iles. To quickly transmit this rich content to

end users, many companies want to movebeyond

thelimitsofstandardTCP or faster and more

consistent data delivery.

WhAT iS TCP?

TCP, by design, sacriices pero rmance to ensure thereliable transmission o content. TCP throttles back

the delivery rate o IP traic as the distance between

the content or application source and the end user

increases. In normal TCP transmission, the distance

between the end user and the datas origin is a

actor in how quickly the website can be viewed.

TCP
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Which WPOIS RIGhT fOR

Section 7

Now that you have your oundation,

it is time to tak t to th nxt .

Websi te Per ormance Opt imizat ion

(WPO) technology can boost

perormance, enhance visibility, expand

your user base and increase revenue.

WPO technologies include: Intelligent

Route Control, WAN Acceleration, TCP

Acceleration and many more.

What a yo don to accat yo

wbst poanc?

YOU?
http://www.internap.com/wp-content/uploads/WTH-is-Up-with-Your-WPO-Infographic.pdfhttp://www.internap.com/wp-content/uploads/WTH-is-Up-with-Your-WPO-Infographic.pdfhttp://www.internap.com/wp-content/uploads/WTH-is-Up-with-Your-WPO-Infographic.pdfhttp://www.internap.com/wp-content/uploads/WTH-is-Up-with-Your-WPO-Infographic.pdf


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Why WPo?

Measure real-time perormance characteristics

o the Internet

Identiy problems and shit traic quickly

without waiting or slow BGP convergence

Gauge path stability and avoid sending traic

down paths that are problematic due to route

oscillations, black holes or routing loops

Mitigate risk by adding intell igence to multi-

homed routing decisions

Measure service levels and alternate paths

Obtain perormance, distribution and economic

reports that enable you to validate and ne-tune

policies

Now that you see the beneits o deploying a

WPO solution, you may be wondering which

solution is right or your organization. The

ollowing pages outline the beneits o Intelligent

Route Control, WAN Acceleration and TCP

Acceleration.

inTELLiGEnT RoUTE ConTRoL

Intelligent Route Control (IRC) mitigates risk by

adding intelligence into multi-homed routing

decisions. IRC technologies allow multi-homed

networks to dynamically select outbound links

based on perormance measurements.

WhyIRC?

Reduce latency by monitoring perormanceover multiple backbone connections; actively

distribute traic over the best perorming

routes, enable predictable perormance in line

with speciic application requirements

Provide better reliability with end-to-end

redundant architecture and uptime whileavoiding major network events

Leverage multiple providers, use less overhead
http://www.internap.com/wp-content/uploads/Intelligent-Route-Control-Decision-Brief.pdfhttp://www.internap.com/wp-content/uploads/Intelligent-Route-Control-Decision-Brief.pdf


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TCP ACCELERATion

TCP Acceleration overcomes the limitations o

TCP by issuing a series o routing techniques

which achieve increased throughput without

modiying the users application.

WhyTCPAcceleration?

Reduce latency and improve application

perormance between geographically remote

sites

Eliminate hardware costs and accelerate

application and content delivery, regardless o

geographical location

Speed delivery o applications in the range o

1.5x to 4x, ultimately improving the end-user

experience

WAn ACCELERATion

Wide Area Network (WAN) optimization improves

TCP data-transer eiciencies (i.e. throughput,

bandwidth requirements, latency, etc.) across

WANs through the use o a hardware-based

device or virtual machine.

WhyWANOptimization?

Proven to increase the speed o delivery

two-old or more in many cases

Designed or point-to-point architectures

Accelerated delivery or enterprises

communicating over the Internet between

ixed branch locations
http://www.internap.com/business-internet-connectivity-services/saas-hosting-accelerated-ip/http://www.internap.com/industry-news/wan-optimization-necessary-to-support-desktop-virtualization-gains/http://www.internap.com/industry-news/wan-optimization-necessary-to-support-desktop-virtualization-gains/http://www.internap.com/business-internet-connectivity-services/saas-hosting-accelerated-ip/


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What are the criticalPERfORMaNCE

METRICS?

Availability and speed are critical

perormance metrics or the connectivity

services which underpin virtually every

online application or service.

WPO technologies can signiicantly

improve network perormance and reduce

overall network costs. You are able to

continually onto yo ntwok o

atncy, packt oss, ot stabty

and conston.

SECTION 8


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Availability,one o the most critical success metrics

or an online application, is usually described in

terms o the percentageoftime that a network

is available to support its primary networking

unction. In this case, more is clearly better since

availability or an online business directly translates

to additional revenue byenablingacustomers

abilitytotransact.

This delay also resulted in more than a 4%lossin

satisfaction and, most importantly, a 4.3%lossin

revenuepervisitor.6

By comparing the dierence in availability and the impactonrevenuegenerated online the benets o higher levels

o availability realized by website perormance optimization

solutions such as IRC are clear.

Network speed also impacts perormance. Faster

networksare able to supportgreatertransaction

efficienciesand have a direct impact on user experience,which in turn is refected in metrics like website

abandonmentandconversionrates,churnratesand

customerretentionrates. Internet-deployed applications

oten make multiple hops across networks. For these

applications, a low latency network is even more critical,

particularly i the site is transactional in nature.

Although it may not seem like much, the d ierence

between99.99%availability and 99.85%istremendous.6

According to an Aberdeen study...

averageavailabilityforwebapplications.6

99.85%

172 SECONDSmoredowntimeeverydayor88minutesmoredowntimeamonth6

0.14%Lessnetworkavailability

=

Microsots Bing ound that a...

2 SEC.

delayinwebsiteperformance = 3.75%

reductioninclicks

Best-in-classcompaniestypicallyexperience

=


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Not only did the visitors view more pages per visit

on the fasterloadingsites , but the sitesoverall

stickiness improved as well. Improving the speed

o the website had an enormous impact on its

business eectiveness.

The relative value oonlineperformance

options can be measuredindollarsandcents

by evaluating the impact on revenues, siteabandonment rates and customer retention. In

comparing the incrementalrevenuedriven by a

high-performingconnectivitysolution , you can

begin to quantiy the returnonyourinvestment.

A Strangeloop study on website perormance tested

both an e-commerce and a media site, dividing their

14,000visitorsintotwotestgroups: hal viewed

an optimized site and the other hal viewed a non-

optimized site.7

As you can see in the table below, there were

signiicant changes in customer behavior.

Optzd St Non-optzd St

13.38% 14.35%

15.64 11.040:30:10 0:23:50Avg Time ON SiTe

PAgeS Per viSiT

BOuNCe rATe

Perormnce Optimiztion Crt

16.07% improvementAvg CONverSiON

rATe

5.51% improvementOrDer vAlue


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Key considerationswhen selecting a

wPO PROvIDER.

WPO technologies oer multiplebenets that meet many businesses

short lists, including pon

aaabty, ncasn csto

capt, atn fcncy and

nhancn th oa cstoxpnc.

ImproveAvailability

IncreaseCustomerCapture

ElevateEfficiency

EnhanceCustomerExperience

Section 9


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With so much at stake, price cannot be the only actor.

These are the key considerations in selecting your

enterprise Internet provider and WPO solution.

PERfoRMAnCEHigh-perorming connectivity providers should not

only oer rock-solid perormance to a broad range o

geographic locations, but should also have the ability

to dynamicallyanalyzenetworkpaths rom end-to-

end, ensuring that the best possible path is always

taken. To accomplish this, a provider will need toutilize all major Tier 1 Internet backbones, continually

measuring perormance to select the most optimal

path or your I nternet traic. As a result, customers

are less likely to abandon your site or your competitor

and more likely to return in the uture. Better customer

retention contributes to improved revenue cap ture.

ToTAL CoST of oWnERShiPIRC allows or specication and implementation o

customer-dened bandwidth usage policies, enabling more

cost-eective use o existing bandwidth. By leveraging

multiple providers, you havelessoverheadandmore

purchasingpower . In addition, you have greater visibility

into trac perormance and usage across all service

providers, giving you the data you need to perorm ongoing

provider selection and contract negotiation.

SPEEdDesignedtoeliminateconstraints placed by TCP,

TCP Acceleration technologies deliver content up to4x

faster, improving the end-user experience. Accelerated

web content and applications deliverasuperior

end-userexperience , as dynamic content is

presented aster and iles are downloaded sooner.Faster content delivery contributes to revenue capture

and customer retention.

inTERnET KnoWLEdGEA knowledgeable connectivity partner should

understand the limitations o the Internet such as

poor BGP routes and throughput limitations provided

by TCP. BGP makes decisions about how to route

inormation between locations purely based on hop

count. Internet traic statistics show that any single

carrier providesthebest-performingnetwork

routeonly18%ofthetime. 8 I you connect to your

customers, shareholders and employees over the


22/27



Internet, this means 88% o the time you serve up

a suboptimal experience. Search or a provider whocan enhance the limitations o TCP by expanding

the geographic reach o your applications so you

dont have to deploy costly hardware or manage

an additional data center ootprint. Your selected

provider should be aware o these inherent

connectivity issues and have the knowledge to

overcome them.

AvAiLABiLiTyAvailability is usually expressed as a percentage

o uptime in a given year. Many providers will state

their availability as a percentage such as 99.999 or

99.9. The dierence? Two ewer nines means an

average o 86 seconds more downtime every day,

or 43minutesmoredowntimeeverymonth.

8

Iyou are an online broker and you measure money

in milliseconds, 43 minutes is an eternity. Your

business requires a provider with a proven history o

providing at least 99.999 percent uptime.

CoST EffiCiEnCyIt is critical or connectivity customers to evaluate

the providers ability to oer you predictable IT costs

even during periods o growth. Your provider

should be able to minimizethetimeandmoney

spenton troubleshooting connectivity issues and

dealing with multiple providers by oering a solution

that leverages multiple Internet backbones.

WoRLd-CLASS SUPPoRTMake sure your provider oers the level o support

your organization requires. Supportcentersshouldbe

staffed24/7 and all technicians should be reachabl e

by e-mai l and phone in the event o any problem.

Avoidautomatede-mailattendants and make sure

your tickets are immediately sent to a human being

who is physically able to look at your equipment andquicklyidentifythecauseofyourproblem .


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SECTION 10

Results: how realcompanies derive a

POSITIvE ROI.WPO technologies help organizationsimprove application perormance during

peak times and enhance their ability to

support more site visitors. Organizations

deploying WPO technologies are also morelikely to avoid an ncas n th tota

ootpnt o their enterprise inrastructure,

SECTION 10

thereby san ony. Here are just a

ew examples o customers who derived a

positive ROI rom deploying WPO solutions

like IRC, TCP Acceleration and WAN

Optimization.

Added flExIBIlITY to deployment platforms and

INCREaSED SPEED.A cloud-based collaboration services

company added lexibility andincreased speed, allowing customersto instantly connect and receive iles.


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IncreasedPERfORMaNCE 50% - 80%.Ater deploying TCPAcceleration and Intelligent

Route Control solutions, a cloudplatorm company increasedperormance 50 percent orNorth American users and 80percent or European users,with those in more remote areassuch as South Arica and South

America, enjoying even greaterincreases o up to 140 percent.

Increased fIlE TRaNSMISSIONby 300-500 KB per sec.Using a web accelerator, a globalleader in the Platorm-as-a-Solution industry, increased iletransmission speeds 300 - 500kilobits per second.

Improved REMOTE DESKTOPPERfORMaNCE300-400 KB per sec.

A company in the hosting andproessional services marketincreased its remote desktopperormance 300 to 400 percentrom their previous carrier ater

moving to an IRC system.

GaINED aBIlITYto download 13GB in

hOURS instead of days.A company in the multi-screen video delivery andcable industry gained theability to download 13GBo customer data using 5parallel downloads in hoursinstead o days.


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Research by Aberdeen shows that best-in-class

organizations are experiencing 99.8%availabilityo

web applications, 273%improvementinapplication

response times and the ability to prevent perormance

issues beore end users are impacted 83% o the time.6

WPO technologies oer companies, aiming to achieve

the highest level o perormance rom their web-

based applications, the ability todemonstratehigher

levelsofnetworkavailability and access to all major

Internet backbones rom a single site. By leveraging

WPO solutions, companies also gain access to viable

CONClUSION.network paths at all times and the ability to identiy

and route customer traic on the best perorming route

available at any given time. WPOsolutionsallowyou

tomaximizeavailabilityandminimizeperformance

issuesforusers,givingyoumorerepeatcustomers

andincreasingyourbottomline.

SECTION 11


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Click here to fIND OUT more

about Internaps INTERNET CONNECTIvITY

inTERnAP EnTERPRiSE iP

The strength o multiple providers and innovativeroute optimization

Up to 4 times aster delivery o content through

our Accelerated IP (XIP) service

The power to deliver digital assets through our

global content Delivery Network (CDN)

Unparalleled perormance and availability at

competitive pricing

100% Network uptime Service Level Agreement

Rock-solid service combining technical expertise,

direct engineer access and proactive notication

WhyINTERNaP?TRAnSfoRM yoUR iT infRASTRUCTURE into

a competitive advantage with IT IQ rom Internap,

intelligentITInfrastructuresolutions that enable

customers tofocusontheircorebusiness , improveservice levels and lower the cost o IT operations. Our

enterprise IP, CDN, colocation, managed hosting and

cloud solutions are dierentiated by unparalleled levels

o perormance, availability and support. Only Internap

combines the superior perormance o our Managed

Internet Route OptimizerTM which leverages multiple

network connections or perormance with therock-solidreliabilityofour100%networkuptime

guarantee. Since 1996, thousands o enterprises have

entrusted Internap with the delivery and protection o their

online applications.


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SOURCES.1. Schurman, Eric, Bing and Brutlag, Jake, Google Search, PerormanceRelated Changes and their User Impact 2009 Velocity Conerence2. Internet World Stats. March 2011, www.internetworldstats.com/stats.htm

3. Retail Decisions (ReD), January 2011, http://www.redplc.com/96_1445.asp

4. Simic, Bojan, The Perormance o Web Applications: Customers Are Wonor Lost in One Second November 2008, Aberdeen Group

5. Forrester Consulting, eCommerce Web Site Perormance Today: AnUpdated Look At Consumer Reaction To A Poor Online ShoppingExperience A commissioned study conducted on behal o AkamaiTechnologies, Inc., August 17, 2009

6. Aberdeen Group, October 2009, Optimizing the Perormance o WebApplications

7. Croll, Alistair and Power, Sean. http://www.watchingwebsites.com/archives/proo-that-speeding-up-websites-improves-onlinebusinessSeptember 2009, Watching Websites on Strangeloop Networks Study

8. Using standard 15-minute averaged intervals (IEEE CommunicationsMagazine, June 2003, ); availability between AsiaPac, North America andEurope or time period Febuary 1, 2010 through May 1, 2010

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