CDN Buyers Guide

Buyers Guide
This eBook will help you:
A Content Delivery Network
Understand the core functions of a CDN Discover why every website needs a CDN Determine the right questions to ask a prospective provider Explore benchmarking tools to rate provider performance
Buyers Guide
2012 | 877.843.7627 | contactsales@internap.com | www.internap.com
Tweet this eBook! | 877.843.7627 | contactsales@internap.com | www.internap.com
[ 1 ]
Table of
Contents
1. Does This Sound Like Your Challenge? 2. CDN 101 3. Core Functions of a CDN 4. Market Drivers 5. How Does It Work? 6. Why is a CDN Important for my Business? 7. CDN Pricing 8. Measuring Performance 9. Getting Started Questions 10. Future of CDN 11. About Internap
3 5 8 10 12 16 19 21 24 28 31
Buyers Guide
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1. Does This Sound Like Your
Challenge?
The Internet changes
everything. It changes the nature
of the content you create and how you distribute that content. Your distribution model becomes a global one as users from around the world demand your content. While there are new opportunities, there are also new challenges. To capitalize on those opportunities you must first understand the expectations of your customers and prospects and then address any gaps in service. In todays environment, a
poor online experience is a prescription for failure. Your business must go further to create a rich and engaging online presence
that exceeds the expectations of your customers and consumers of your content.
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As you strive to grow a global online presence for your business, do you find yourself in any of the following situations? Media Delivery
Youve invested hundreds of thousands of dollars to launch a major concert event to be broadcast live to tens of thousands of viewers worldwide. Inconsistent performance or any outage of the broadcast can spell failure for the entire event. You have to guarantee that your streaming content is delivered rapidly and reliably, or risk damage to your brand and your bottom line.
Large File Delivery

Your company relies on the Internet for distribution of your software to customers around the world. You are launching a new application in the near future that you expect to be very successful and open up new markets worldwide. However, your company is concerned that the increased load on servers and bandwidth, plus the impact of latency on users in far-away markets will stunt downloads and result in a loss of potential sales for your wares.
Website Delivery
You work in IT and are told that the companys e-commerce site must support international expansion. You need a solution that can scale the companys online presence globally with the performance and security required. To top if off, you must complete the task with a limited resource base and limited available capital.
If you find yourself in any of the above scenarios, read on. In todays global economy, a CDN is a must-have for any website or online application serving geographically-dispersed end users.
Buyers Guide
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2. CDN
101
A Content
Delivery Network is a distributed network of
servers and file storage devices deployed to place content and applications in geographic proximity to users and reduce
the load on origin site infrastructure and bandwidth. CDN is an effective way to create a satisfying Internet user experience. Its a highly flexible option that addresses a wide range of needs -- making it possible to simulate
A a broadcast video network over the Internet, cache large files for faster delivery or entire websites, so page turns are
performed faster.
Buyers Guide
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Common Terminology
Streaming Streaming refers to content delivered in a continuous stream of bits that are not directly downloaded or run from the clients system. Origin Server An origin server is simply the server where original files and content are maintained. The origin server can be owned and operated by the enterprise or other organization, or by the CDN provider. If using a CDN provider, CDN customers can utilize the CDN origin server for placement of content and leverage the providers network for content serving. This method allows the customer to avoid placing workload and excessive traffic on their own network architecture and bandwidth. The Edge In CDN architecture, CDN web servers are distributed across multiple locations. These locations represent the CDN edge and are geographically separated from any content origin or origin server. Frequently accessed content is replicated at these locations and served to users based on their proximity to a particular edge location. Caching Caching is the process of temporarily storing files and content on a CDN. Files and content are replicated and stored across the CDN and are served rapidly to users from the closest edge location. Geo-DNS Geo-DNS is a domain name system technology that sends web visitors to the nearest server geographically, which helps reduce latency that would otherwise occur as data travels over long distances. Geo-Fencing Geo-fencing allows you to restrict access to hosted content by country or other geographic filter. This is also referred to as geo-blocking.
Buyers Guide
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CDN Storage CDN storage represents file and object storage typically connected to the CDN. Instead of content being served directly from company servers and storage, files and objects are pulled from the CDN providers storage and served to users across the CDN. Transcoding Transcoding automatically converts video content into the most popular Internet file formats, allowing video to reach a broad audience without additional management and development costs. Adaptive Bitrate Adaptive bitrate technology dynamically and continuously adjusts data streams to users based on the capabilities and bandwidth of their networks, ensuring that the best quality video is delivered at all times.
Buyers Guide
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Core Functions of a CDN

media delivery website delivery large le delivery
use cases live event broadcasting video-on-demand linear channels examples concert events sporting events political events campaign events television programs movies training/education news/weather A Content Delivery Network earnings reports Buyers Guide
use cases website acceleration examples online retail sales ticketing systems reservation systems investor operations trading operations online newspapers online magazines
use cases large le delivery examples software applications gaming downloads upgrades patches & xes le downloads
[ 8 ]
Media Delivery In a media-centric world content is king, and everyone is focused on content creation. However, the true value of content can only be measured when it is successfully accessed and consumed by its target audience. One of the core functions of a CDN is to optimize media delivery, which involves the streaming of live events and pre-recorded video and audio content. A CDN provides content creators with a robust infrastructure solution for online media distribution. Site Caching Given the power of websites as business and marketing tools, it is crucial that their performance be optimized and their value as a cost-effective and highly impactful channel for communicating ideas and satisfying user requests be maximized. Site caching involves accelerating the delivery of the many small and large object files that typically compose a website. This type of caching is embedded
inside the carriers network and provides the operator control over what to cache, when to cache and how fast to accelerate the delivery. By deploying intelligent caches strategically throughout their networks,website owners can cache and deliver popular content close to subscribers, thus reducing the amount of transit traffic across their networks. The result is much faster website page loads and an improved end-user experience. Large File Delivery Large file or software delivery involves exactly what its name implies. Unlike streaming, files are downloaded directly onto the users system. For gaming companies, application software companies and others with large files, the operational cost of delivery, patching and upgrades can be significantly reduced with a move to an online delivery model; however, the challenge of achieving optimal performance to the end user still exists. A CDN improves end-user experiences related to software and large file delivery.
Buyers Guide
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4. Market
Drivers FACT:
across the Internet

use a
Websites
Mobile Delivery If customers arent already asking for content delivery on their phones or tablets, they soon will be. Nielsen reports that 40% of adult US mobile phone owners currently have a smartphone,3 while IMS Research expects smart phones sales will rise by one billion units by 2016 and comprise half of the mobile handset market.4 As mobile devices continue to proliferate, businesses must support content delivery across mobile platforms such as iPhone OS, Android and Blackberry OS. A CDN service can provide publish once capabilities to convert a single file for viewing on multiple devices, streamlining the process and giving content developers the opportunity to reach audiences anywhere. Internet Traffic Growth Not only is the number of web pages and web sites growing, but the amount of Internet traffic is also growing exponentially. In fact, global Internet traffic is expected to grow 400% by 2015.5 Businesses that intend to grow
Buyers Guide
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as demands change must be prepared for additional server loads and increased storage and bandwidth needs. Multimedia Growth Video is quickly becoming the marketing medium of choice, allowing marketers to engage more effectively with their audience. By 2015, one million video minutes which would run 694 days will traverse the Internet every second.5 A CDN will be imperative to manage content publishing across multiple devices, as well as maintain a positive user experience across audiences spread across the globe. Internet Limitations The Internet was designed to be robust and distributed, but unfortunately not necessarily efficient or fast. The economic value of online service delivery can be measured in billions of dollars and any disruption to this delivery model has significant business impacts.
of organizations cited the need to improve customer satisfaction as their top driver for adopting Web Performance Optimization (WP0) solutions such as CDN.6 Security Threats Businesses are fighting a very real and constant online battle against attacks and threats from hackers. According to a report released by Thrustwave, Distributed Denial of Service (DDoS) attacks account for 32% (the largest percentage) of attack methods used by hackers.7 Distributing website traffic on a CDN can make even a moderate-sized DDoS attack ineffective, while redundancy across the CDN protects your website and content from accidental loss.
Buyers Guide
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5. How Does it
Work?
A two-second delay in website performance results in a 3.75%
reduction in clicks. This delay also results in more than a 4% loss in satisfaction and, most importantly, a 4.3% loss in revenue per visitor. 8 Distance and the quality of connectivity matter. Distance introduces delay or
latency while network issues such as brownouts, blackouts and outages can interfere with the quality and reliability of content delivery to users. CDNs identify the nearest edge location to the requestor to serve content. This reduces
the latency associated with distance and accelerates content delivery for an enhanced end-user experience. In addition,
CDNs reduce the load on your company servers and bandwidth.
Buyers Guide
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Each user request results in a separate download of content from the origin server, which means more work for the server and more wait time for the users.
Your Server
Geographic distance from the companys servers increases the impact of latency on content delivery.
Heavy request volume can overload the companys servers and exhaust bandwidth.
User requests content

A Content Delivery Network Information
Buyers Guide
sent by server
Content Delivery Without a CDN
[ 13 ]
The user clicks to view a video, visit a website or download a large le.
The rst time information is needed, the information is pulled directly from the companys CDN cache.
CDN Cache
The content is received by the user at lightning speed.
Additional users request the same content.
If the information is not already on the CDN cache, it is requested from the origin server. The CDN cache will save this information based on rules established by the content owner. Information can remain on the CDN cache ranging from seconds to inde nitely.
Origin Server
CDN Cache
The requests are ful lled through the nearest CDN edge cache location with no delay since they travel shorter distances.
User requests content

A Content Delivery Network Information
Buyers Guide
sent by server
Content Delivery With a CDN
[ 14 ]
Transmission Control Protocol

When Transmission Control Protocol (TCP) was introduced nearly 40 years ago, it was designed to facilitate reliable communication between two hosts. However, networks now operate at much higher speeds and regularly span much larger distances between the application origin and the end user. Todays media-intensive Internet applications and websites include content that is chock-full of graphics, videos and audio files. To quickly transmit this rich content to end users, many companies must move beyond the limits of standard TCP for faster and more consistent data delivery. TCP, by design, sacrifices performance to ensure the reliable transmission of content. TCP throttles back the delivery rate of IP traffic 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 factor in how quickly the website can be viewed. TCP Acceleration overcomes the limitations of TCP by issuing a series of optimization techniques which achieve increased throughput without modifying the users application. TCP acceleration overcomes slow starts and opens the delivery window wider for transmission of packet information. The result, TCP acceleration greatly enhances the performance of CDNs and is especially well-suited for content delivery.
Buyers Guide
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6. Why Is a CDN Crucial for My
Business Success?
CDN is a necessity whether you are optimizing your website delivery, distributing large files or streaming live or on-demand events. After all, can online sales?
you afford to lose visitors, viewers or
Buyers Guide
[ 16 ]
Speed As we all have experienced, the Internet was not inherently built for speed. However, by using a distributed CDN, businesses are able to push the limits of the existing World Wide Web infrastructure. Combined with other methods such as TCP acceleration, Intelligent Route Control or WAN acceleration, a CDN can produce umatched speeds. Availability The very nature of a CDN lends itself to maximum availability. In fact, many CDN providers boast 100% uptime due to the built-in redundancy of their solution. With servers located at points all over the world, if one server fails traffic can easily be diverted to another edge location.
Scalability Also intrinsic to the design of a CDN is scalability. A CDN provider already has a large network in place, so increasing the amount of bandwidth you need is as easy as putting in a service ticket or adding on to your existing plan. Capacity With the ability to adjust to your unique capacity needs, a CDN solution makes handling additional traffic during peak times a snap. Plus, the ability to plan for increased usage gives you cost predictability. Security With security attacks like DDoS on the rise, a CDN solution can offer you an added layer of security and provide peace of mind. DDoS attacks have the potential to shut down your operation, but with the built-in redundancy of a CDN you can minimize the risk to your online operations.
Buyers Guide
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Geographic Diversity Bringing your product to new audiences around the world is made easier using CDN technology. A provider with a global presence can not only deliver your content to the furthest reaches of the globe, but also deliver it with a best-inclass user experience. Reduced Infrastructure Costs As with many outsourced services, you no longer have to build out a network yourself. A CDN allows you to reduce capital expenditures and scale your capacity needs. 100% Uptime Since a CDN has geographic diversity with nodes spread all over the world, traffic can be easily re-routed in the event of an outage.
Buyers Guide
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7. CDN
Pricing
Depending on your usage needs, CDN providers may have different pricing schemes. For instance, elements in pricing for media delivery may be different than pricing for large file delivery. You will want to look for vendors that provide a range of pricing and bundled options. Having
more options means you can choose the plan best suited to your business.
Buyers Guide
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Pricing by Time Commitment Monthly or annual contracts typically involve the customer committing to a minimum spend amount. Because most businesses find it difficult to forecast CDN usage, this option gives CDN customers greater overall flexibility. Pricing by Bandwidth Threshold or 95th Percentile Pricing Some vendors will offer pricing based on an average of usage over a period of time. The vendor excludes the top 5% of highest usage, leaving you with a price known as the 95th percentile. Pricing by Usage Type Pricing for media delivery may include bandwidth used, allotments for the number of streamed videos and cumulative time streamed.
Other Fees CDN Storage CDN storage is typically charged based on storage used per gigabyte on a monthly basis. Add-on Services Certain features such as SSL services or authentication may be treated as add-on services at additional cost and are usually billed on a monthly basis.
Buyers Guide
[ 20 ]
8. Measuring
Performance
CDNs are all about performance. So, how do you find
out how well CDNs perform against one another? How do you find out how a CDN will perform for your particular needs? Use the benchmarking tools and studies on the next page to determine the right CDN provider for
you.
Buyers Guide
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Benchmarking Tools Measuring CDN performance can be achieved by asking the provider for metrics on performance; however, it can be even more beneficial to get a second opinion from a third-party source that monitors CDNs. Companies like Compuware Gomez, Cedexis and Keynote provide valuable benchmarking for the CDN industry. In combination with these sources, be sure to also ask how the particular CDN you are investigating is configured and how that might influence third-party results.
CDN delivery is up to 5x faster than no-cache and origin delivery.9
Cedexis Test HTTP Throughput in Brazil
Test completed January 2425, 2012
Buyers Guide
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Analytics A study 10 on website performance tested both an e-commerce and a media site, dividing their 14,000 visitors into two test groups: half viewed an optimized site and the other half viewed a non-optimized site. As you can see in the table to the left, there were significant changes in customer behavior. With the use of Website Performance Optimization (WPO) technologies like CDN, TCP acceleration and others, not only did the visitors view more pages per visit on the faster loading sites, but the sites overall stickiness improved as well. Improving the speed of the website produced an enormous impact on its business effectiveness.
www.watchingwebsites.com, Alistair Croll and Sean Power, Proof That Speeding Up Websites Improves Online Business, September 2009.
Buyers Guide
[ 23 ]
9. Getting Started
Questions
Lets face it. You dont know what you dont know. Asking the right questions of a prospective provider can
make all the
difference in your decision.
Buyers Guide
[ 24 ]
Geography
1. Does the provider have the geographic footprint to support

where your customers or users are located?
3. How large are the files you plan to distribute and is the
2. What is your expected geographic distribution of your
provider capable of distributing them across the CDN? Can a user pause a download and then resume at a later time?
content now and in the future, and will the provider be able to support that? Function
mobile devices and formats? Adobe Flash? iDevice? Microsoft Silverlight? HTTP Streaming?
4. Does the CDN support mobile delivery? What types of
1. Does the provider offer all three of the main CDN services
(i.e., Media Delivery, Website Delivery or Site Caching and Large File Delivery)?
5. How does the CDN manage High Definition (HD) traffic?

High-definition video on the Internet is still an evolving concept. If the long-term goal is to broadcast your content in HD, its important to understand the road map of the CDN vendor that you are engaged with.
2. What aspect(s) of CDN services do you need for your
business? This can help you narrow which functional area of a CDN you need and ask the right questions to determine which provider is the best fit.
6. Is your content intended to be viewed only by Pay-
Per-View (PPV)? If so, determine if the CDN provider can support that feature or integrate with a PPV vendor that does.
Buyers Guide
[ 25 ]
Performance
Support and Monitoring
1. Does the provider validate performance through a third

party?
1. What processes are in place to monitor the network to

ensure you always have CDN service, especially during a live event feed?
2. What metrics does the provider use to show the
performance of their CDN offering? Will the provider share these with you?
2. Does the CDN have a Network Operations Center
(NOC) available 24/7? What is their call response policy?
3. Which acceleration technologies, if any, does the provider

use to accelerate content delivery beyond its point-ofpresence (POP) across the network? Availability
3. What consulting services are available to determine

what the best solution is for your business?
4. What is the technical competency of the technical staff

to quickly resolve an issue? Security
1. What is the level of availability guaranteed in the Service

Level Agreement (SLA)?
2. How does the provider guard against disruptions from
1. Is token-based authentication available? Can the

provider support this across all media types?
outages and performance issues across the carrier network?
Buyers Guide
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2. Does the provider offer SSL acceleration services to

speed up your secure online transactions?
3. Can you purchase your own SSL certificate or do you

need to share one given by the provider? Pricing
1. Is this a premium provider or a cost leader? Are you willing

to sacrifice performance and support for price reductions?
$ $
2. Are there hidden fees outside of the agreement? 3. Does the provider offer a wide array of value-added
services beyond CDN that can benefit your business in the future?
4. How is pricing determined? What is a fixed cost and what

is based on your actual consumption?
5. What items are based on actual consumption, and what is

the charge for overage?
Buyers Guide
[ 27 ]
10. Future of
CDN
So what does the future hold for the life of CDN services? With technology advancing
at lightning speed, the future is never too far away and in some aspects, the future is already here. Mobile delivery, cloud platforms and the
increased use of video content on the web are already driving CDN usage and will continue to do so for the foreseeable future.
Buyers Guide
[ 28 ]
Video Content Video content across the Internet is growing by leaps and bounds as marketers discover its engaging and interactive qualities. Internet-based video will continue to grow with the use of HD video content becoming mainstream by 2015. In fact, Cisco predicts HD video will account for 77% of Video-On-Demand by 2015.11 The bottom line? Video is here to stay, but if you plan to use it, you must find a way to deliver it quickly and reliably. Mobile Delivery In the very near future, the majority of Web browsing will be done on mobile devices, and yet alarmingly few businesses are delivering satisfying mobile experiences. Desktop thinking just doesnt work in the bandwidthchallenged mobile environment. It is estimated that mobile users will consume over 3+ million terabytes worth of video traffic on mobile devices by 2015.5 If your customers arent already asking for content delivery on their phones or tablets, they will be soon. Your
edge is delivering accelerated, high-resolution, live and ondemand streaming with little to no lag time. CDN and the Cloud The relationship of the cloud and the CDN is currently an area of intense, industry-wide interest. How will the cloud relate to the CDN? Will the cloud be built on the CDN or will the cloud absorb the CDN? Will the features of CDN, such as geo-locating users and replication of data across regions, be carried over onto the cloud? How can the CDN use the cloud for extensible and fungible capacity? The CDN is the original cloud, providing users with a geographically-diverse, scalable, on-tap content delivery method. The infrastructure available to customers via CDN is far more expansive than is reasonable for most customers to deploy for themselves. The CDN is a cloud application designed to solve the issues arising from media, large file and site caching over the Internet. The recent availability
Buyers Guide
[ 29 ]
of virtualized computing in a cloud environment provides customers with massive amounts of computing power on demand.The amount of computing power available in the cloud has historically only been available to those with access to supercomputers. General availability at this level of power is changing the way development, deployment and computing is done. This includes how CDNs are designed. The integration of cloud computing and CDN over time will result in significant changes in the way users interact with the Internet. As site development and security models evolve in the cloud, the line between CDN and cloud will become increasingly blurred until they are one in the same. CDN and cloud will become a single platform for the deployment of global applications, and the resulting combination of massive computing and delivery capabilities will fundamentally change the face of the Internet.
About Internap CDN

Internap provides intelligent IT Infrastructure services that combine unmatched performance and platform flexibility. Internaps global Content Delivery Network combines patented multi-carrier route optimization with application acceleration technologies to provide fast and reliable distribution of your media assets. From live and on-demand mobile delivery to robust audience analytics and security options, we provide a breadth of features and level of performance that surpasses almost any other service in the market today.
Buyers Guide
[ 30 ]
11. About
Internap
Transform your IT Infrastructure into a competitive advantage with IT IQ from Internap, intelligent IT Infrastructure solutions that combine unmatched performance and platform flexibility. Our unique trio of route-optimized enterprise IP, TCP acceleration and a global content delivery network improves website performance and delivers superior end-user experiences. Our scalable colocation, managed hosting, private cloud, public cloud and hybrid offerings provide enterprises the flexibility to adapt to changing business needs and future-proof their IT Infrastructure. Since 1996, thousands of companies have entrusted Internap with the protection and delivery of their online applications.
Learn more about Internaps CDN today by viewing our State of CDN Infographic
Buyers Guide
[ 31 ]
Sources
1. Tier1 Research, CDN Market Overview Winter 2011. 2. http://trends.builtwith.com 3. Nielsen, 40 Percent of U.S. Mobile Users Own
Smartphones; 40 Percent are Android, September 2011.
7. ThrustWave: ThrustWave :The Web Hacking Incident
Database Semiannual Report July to December 2010, April 2011.
8. Aberdeen Group, Optimizing the Performance of Web

Applications, October 2009.
4. IMS Research, Global Smartphones Sales Will Top 40

Million Devices in 2011, Taking 28 Percent of all Handsets, July 27, 2011.
9. World Wide Web Conference Committee, Sipat
Triukose, Zhihua Wen, Michael Rabinovich, Measuring a Commercial Content Delivery Network, March 2011.
5. www.streamingmedia.com, Cisco, RealNetworks,
Adobe, Harmonic: Adaptive Streaming and HTTP, July 26, 2011.
10. www.watchingwebsites.com, Alistair Croll and Sean 11. www.cisco.com, Cisco Visual Networking Index:
Power, Proof That Speeding Up Websites Improves Online Business, September 2009.
6. Aberdeen Group, Simic, Bojan, The Performance of Web
Applications: Customers Are Won or Lost in One Second, November 2008.
Forecast & Methodology, 2010-2015, June 2011.
Buyers Guide
[ 32 ]

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Buyers Guide

This eBook will help you:

A Content Delivery Network

2012 | 877.843.7627 | contactsales@internap.com | www.internap.com

Tweet this eBook! | 877.843.7627 | contactsales@internap.com | www.internap.com

A Content Delivery Network

Tweet this eBook! | 877.843.7627 | contactsales@internap.com | www.internap.com

1. Does This Sound Like Your

The Internet changes

everything. It changes the nature

A Content Delivery Network

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Large File Delivery

A Content Delivery Network

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Delivery Network is a distributed network of

A Content Delivery Network

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A Content Delivery Network

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A Content Delivery Network

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Core Functions of a CDN

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A Content Delivery Network

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across the Internet

A Content Delivery Network

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A Content Delivery Network

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A two-second delay in website performance results in a 3.75%

A Content Delivery Network

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User requests content

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Content Delivery Without a CDN

The content is received by the user at lightning speed.

Additional users request the same content.

User requests content

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Content Delivery With a CDN

Transmission Control Protocol

A Content Delivery Network

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6. Why Is a CDN Crucial for My

A Content Delivery Network

you afford to lose visitors, viewers or

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A Content Delivery Network

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A Content Delivery Network

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A Content Delivery Network

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A Content Delivery Network

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A Content Delivery Network

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CDN delivery is up to 5x faster than no-cache and origin delivery.9

Cedexis Test HTTP Throughput in Brazil

Test completed January 2425, 2012

A Content Delivery Network