akamai solutions 부장 양 경 윤 sr. solution engineer [email protected]

Akamai Solutions부장 양 경 윤

Sr. Solution Engineer [email protected]

© 2009 Akamai POWERING A BETTER INTERNET

목 차

• Akamai 회사 소개• 인터넷의 이슈들• Akamai 기술 – 다이나믹 콘텐츠 가속 기술 중심

• Akamai 서비스 및 고객 사례


Akamai - a Decade of Innovation

• Global managed services provider

• Accelerating: Rich media Dynamic transactions Web- and IP-based

applications

• Enabling more relevant online advertising

• 3,000+ customers • 20%+ of Global 500

Revenue (in $ millions)

$800

$700

$600

$500

$400

$300

$200

$100

$02002 2003 2004 2005 2006 2007 2008


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.


Impact of the Middle-MileWeb Application Delivery – HTTP over TCP

11 22 33

First Mile Application processing time

and content generation

Middle Mile Round Trip Time (RTT)

x # Round Trips

Last Mile Bandwidth-related

transfer time

From Atlanta to Sydney, rendering a typical 70k Web page with 25 objects requires 31 round trips

Total response time = 8.20 sec95% of total response time is due to the middle-mile

7.75 seconds (31 x 250ms)

Data-Center(Atlanta)

Globally DistributedUsers (Sydney)

0.25 seconds 0.20 seconds


Economics

Web Content

Web Users

$

Internet Infrastructure

50X50X

20X20X

6X6X

Bottleneck

$$

$$$

$$$

$$$

First Mile

Tier 1 ISPs

Local ISPs

Last Mile

MiddleMile

Growth


Tier 1IPS’s

Edge ISPs

Edge ISPs

Tier 1IPS’s

Tier 1IPS’s

Edge ISPs Edge ISPs Edge IPSs

Edge ISPs Edge ISPs

Bottleneck Causes Congestion

Bottleneck

Congestion Causes • Slow downloads & applications

• Poor video quality

“The Internet won’t scale well”


Akamai Global Deployment of Advanced Platform

• 40,000+ Servers

• 1,600+ Locations

• 1,100+ Networks

• 750+ Cities

• 76 Countries

Deploy into thousands of ISPs close to end users

85% of the world’s Internet users are within a single network hop of an Akamai Edge server


How Akamai Accelerates Internet Apps

Application Server

Route Optimization Over-ride BGP and select best performing route

Round Trip OptimizationAkamai Protocol reduces the effective number of trips along the best path.

Web-based applicationsWeb services

Caching Store files close to requesting users

POWERING A BETTER INTERNET


HTML

OriginInfrastructure

End User

With Akamai:

Edge Caching for any content which can be cached

© 2009 Akamai POWERING A BETTER INTERNETTHE TRUSTED CHOICE FOR ONLINE BUSINESS™

다이나믹 콘텐츠 가속 기술

• 인터넷 경로 최적화 – SureRoute• 사용자단의 에지서버에서 오리진 서버까지 가는 최상의 루트

선택• BGP 경로 이외에 실시간 인터넷 기상도에 의한 2 개의 대안

경로가 추가되어 손실 및 지연이 적은 최단 루트로 오리진의 캐싱할 수 없는 다이나믹 콘텐츠를 전송하며 인터넷 구간의 장애를 회피할 수 있다 .


SureRoute - Without Akamai

BGP

• Not performance aware.

• Easily manipulated by networks.

• Recovery from errors takes time.

BGP Route

Web SiteOrigin


Akamai SureRoute Path Optimization

100ms200ms

125ms

15ms

10ms

Sure Route

• Discovers a range of low latency paths.

• The best two paths are chosen.

• Object request races determine the path used.

Web SiteOrigin


Akamai SureRoute vs BGP

100ms200ms

125ms

15ms

10ms

BGP

Akamai

Page Load

Sure Route

• Lowest latency path chosen.

• Round trip times are reduced.

• Packets arrive faster.

• Page loading times are reduced.

Web SiteOrigin


Automated Path Failover

15ms

10ms

Web SiteOrigin


Akamai Controls the “Middle-Mile”


다이나믹 콘텐츠 가속 기술 – 계속

• TCP Protocol 최적화 제공 기능• Persistence Connection: Connection Pooling

• TCP 연결 재사용으로 오리진 TCP 부하 절감 및 3-way handshake RTT 감소

• Pipelining• 최대 2MB 까지의 대용량 Window Size 사용• Slow-start 개선 , Fast Retransmit 등 프로토콜 최적화

제공

• Pre-fetching• 다이나믹한 Base Page 의 HTML 을 미리 분석하여

오리진으로 부터 가져와야되는 추가 콘텐츠에 대해 사용자 Request 가 오기전에 미리 받아와서 페이지 로딩 성능을 획기적으로 개선 시킨다 .


Persistent Connections – without Akamai



Persistent Connections – with Akamai



Persistent Connections - SSL

1400 ms

TCP

SSL

Client Server

TCP

SSL

Client ServerAkamai

24 ms

(Reuse existing TCP connection)

(Reuse existing SSL connection)

Without Akamai

With Akamai

HTML

HTML 224 ms

Fewer trips = Faster!


TCP Optimization – Without AkamaiTCP Optimization – With Akamai

100ms200ms

125ms

15ms

10ms

TCP Optimization

• Increased Congestion Window size.

• Faster TCP Slowstart ramping.

• Faster retry after packet loss.

• More packets per round trip.

• Known good connections.

Web SiteOrigin


Akamai Protocol: Prefetching

End User

Control

CustomerOrigin

Akamai Server

Proprietary Protocol

End User


Product Lines

ApplicationPerformance

Dynamic Sites

Software Delivery

MediaDelivery

Advertising Decisions

WAA

IPA

SXL

DSA

RMA

DSD

EdgeComputing

Downloads

Client-sideDelivery

Stream OS

OVP

Streaming

Storage

Predictive

Descriptive

Remarketing


Who use Akamai

Media & Entertainment

Commerce

High Tech Public Sector

Financial Services

Automotive / Manufacturing


Digital Asset Solution

Software Delivery

MediaDelivery

Downloads

Client-sideDelivery

Stream OS

OVP

Streaming

Storage


Big Data Center

Approach

Akamai

The Fat-file Paradox: Latency Limits Throughput…

0.6%

1.4%

1.0%

0.7%

1.6 ms

96 ms.

48 ms.

16 ms

12.2 min.

20 hrs.

8.16 hrs.

2.2 hrs.

Local <100 mi.

Different Continent <6,000 mi.

Cross Continent <3,000 mi.

Regional 500-1000 mi.

…and throughput limits the time to download large files (e.g., 4 GB DVDs)

Download Time

Packet Loss

Network Latency

Distance from Server to User Throughput

44 Mbs

0.4 Mbs

1 Mbs

4 Mbs


Ad Technology Providers

• All of the top 5 in each category

Online Newspapers

• 8 of the top 10 largest newspapers

Media & Entertainment

• 27 of the top 30 M&E companies

Social Media

• 7 out of 10 top social media sites

Akamai in Media & Entertainment

Online Publishers

• 8 of top 10 online publishers

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)



Akamai Helps Manage Digital AssetsNational Basketball Association

Manage thousands of on-demand assets

Publish clips in amatter of hours to increase viewership and audience loyalty

Preserve Meta Data entire library is searchable for consumers, editors and business staff

Manage 30,000 Assets Flexible rights management and control

Stream OS Increases Distribution of Media



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


Akamai Software Delivery for Hi-Tech customers


Completion Rate by File Size

0%10%

20%30%

40%50%

60%70%

80%

Com

ple

tion

Rate

10 - 50 MB 50 - 100 MB 100 - 150 MB 150+ MB

File Size

Before Akamai

49% 48%

62%

47%

90%100%

Poor Completion Rates – Revenue Effect

73%

Akamai ESD

93%80%

90%

Akamai ESD + Download Mgr

90%

Up to 91% Completion Rate Improvement

Revenue Opportunity


Hewlett Packard

Problem: Reliably eliminating CD distribution costs

Solution: Akamai’s solution for electronic software distribution

Akamai Impact: Saved an estimated $500k 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 4-5X in Asia and 2-3X in Europe compared to origin site in US and by 25% compared to existing CDN solution.

* Call center costs, CD manufacturing costs and shipment expenditures


Dynamic Site Solution : B2C site

Dynamic Sites

DSA

RMA

DSD

EdgeComputing


Transaction Completion - Akamai vs Origin

0.00%

5.00%

10.00%

15.00%

20.00%

25.00%

secs

per

cen

tag

e

Akamai

Origin

Abandonment Zone

4 Seconds

Each represents$370 Booking

What’s happening in the “abandonment zone”?

TODAY: 86% of flight searches over 4 secondsAKAMAI DSA: 19% of flight searches over 4 seconds

Performance reduces site abandonment


Consumer Brands

• 30 (Consumer Packaged Goods, Big Brands., etc.)

Travel

• (Airlines, Hotels, Car Rentals, Tourism, OTAs, Meta-Search)

Retail

• (Electronics, Mass Merchant / Dept. Stores, Apparel, Jewelry, Office Supplies, Catalog, Etc.)

Online Commerce Segments


SonyEriccson

Problem: Reliably highlight products online to global audience.

Solution: Akamai DSA and EdgeComputing

Akamai Impact: Improved average application download times over 12x 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.


Korea : A 사 – 사이트 성능 개선 사례


Application Performance Solution : B2B, B2E

ApplicationPerformance

WAA

IPA

SXL


Administration and Utility

Enterprise Business Process

Collaboration

Personal Productivity

Application Performance SolutionsApplication Delivery for the Extended Enterprise

Business Partners

Customers

Employees

Customers

eCommerceProduct SupportMedia Delivery

Business Partners

Employees

road warriorSOHO

outsourcingsupply chain

dealers

EnterpriseEnterpriseHeadquartersHeadquarters



IP Application Accelerator

IPA accelerates the performance of any IP-enabled application

Secure Non-Cacheable File Download

non-browser apps (e.g. C/S app. E-Mail hosting)

SSL VPN

Citrix Presentation Server (ICA)

• Application Independence• Any IP-enabled

application

• Multiple protocols• HTTP/HTTPS• SSL• ICA• UDP

• Extended, global workforce


Application Performance Solution customers

Airlines

Catalog

Travel

Luxury

Apparel

“ANCHOR” COMPANIESINDUSTRY SEGMENTS APPLICATIONS

Brick & Mortar

• Agent Booking Portal• Distributed Call Center• GDS Acceleration

• Agent Online Booking• Distributed Call Center• Employee training Portal

• Reseller Portal• B2B eCommerce• Product Lifecycle Management, Supply

• Partner Distribution & Fulfillment• Product Lifecycle Management

• Virtual Sales Portals • B2B eCommerce• eLearning Systems

• Supply Chain, procurement• B2B eCommerce for online presence• Employee HR portal


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



Enterprise Application Examples

Example 1: SAP

• Dealer, partner and employee portals based on SAP NetWeaver Portal to integrate mySAP business suite + custom components

• Widely distributed user base (often Asia-Pac), centralized servers

• Examples: • SAP Enterprise v6 issues at Nike communication to hundreds of

supply chain partners in China, Thailand, Indonesia, Vietnam • SAP v6 issues at BK - 13,000 global franchises

• Charter member of SAP’s Enterprise Service Community (ESC)


Korea : B 사 – 웹 애플리케이션 성능 개선 사례


Akamai will help you to decide


•Download Analytics 2.0

Identify individual clients having a poor experience

Visualize completion rates by country


Media Analytics 2.0 Beta

Media Analytics 2.0 provides intelligence on content usage and audience engagement for broadband audio & video offerings.

감사합니다 .

akamai solutions 부장 양 경 윤 sr. solution engineer [email protected]

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