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Behind The Scenes of Dyn’s New Positioning

The business world is a competitive one. For a company to continue to succeed, it must constantly be willing to examine itself and refine who it is, how it helps its customers and the impact it can make on its industry.

At Dyn, we don’t only want to succeed, we want to run the Internet. Running the Internet is an ambitious goal. It is also one that can and should be tackled from multiple angles. We had to take a long, hard look at our past and present to define our future. Ensuring our vision matches our positioning matches reality is a constant goal of our leadership team.

We are an Internet Performance company. It has been in our DNA before we were even able to fully articulate what it meant. We have always been obsessed with our customers and their customers. Since our early days as a Managed DNS provider through every strategic move we’ve made since then, we have watched the Internet grow and evolve and seen how those macro trends impacted our business.

As companies continue to adopt the cloud, we believe the public Internet will supplant enterprise networks for the majority of high-value network traffic. This trend will be coupled with the increased adoption of multi-cloud as companies look to reduce risk, control costs, and ensure the ideal Internet experience for their users. As a result, Internet Performance will never be more important and we will own what it truly means. If you care about optimizing your online infrastructure for an exceptional end-user experience, you should consider leveraging a product offered by Dyn.

This is why we are building a vendor-agnostic connectivity layer that leverages real-time Internet intelligence to optimize traffic for availability, security, performance, and costs. Intelligence + Action = Internet Performance.

To reflect that vision we have evolved our positioning. You will see those changes in communication with our team, on our website, our marketing collateral, and our boilerplate, which is below:

Dyn is a cloud-based Internet Performance company. Dyn helps companies monitor, control, and optimize online infrastructure for an exceptional end-user experience. Through a world-class network and unrivaled, objective intelligence into Internet conditions, Dyn ensures traffic gets delivered faster, safer, and more reliably than ever.

Dyn is the leading Internet Performance provider to the most visited web properties in the world, as measured by the Alexa 1000. Dyn delivers more brand loyalty, customer satisfaction, and increased sales from startups to Global 2000 companies and businesses in between. Dyn is Internet Performance. Delivered.

We have made these changes to simplify. We have listened to our customers and our partners. We have heard from our board members and market analysts. We know the problems businesses face and we know the solutions we can provide. We no longer want to just run the Internet. We want to make it better.

Of course, the vision is the easy part. Reality must catch up with our aspirations to make them come true. We are taking a major step in the right direction today with the launch of Dyn Internet Intelligence into our Internet Performance Product family of core products.

Leveraging the world’s most extensive sensor grid, geolocation analysis, and Internet connectivity mapping, Dyn Internet Intelligence gives enterprises actionable, real-time insight to help select the best cloud service providers and data center locations to meet business goals and ensure their Internet applications and services are available to customers all over the world, at all times.

You can read more about the launch here. We’re thrilled.

This is an exciting day for Dyn. Our future is set before us. Now it’s time to deliver. After all, Dyn is Internet Performance. Delivered.


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Kyle York
Whois: Kyle York

Kyle York is GM & VP, Business & Product Strategy, and has been a long-time executive, having joined in 2008. Over the years, he has held go-to-market leadership roles in worldwide sales, marketing, and services. In his current role, Kyle focuses on overall corporate strategy, including: positioning and evangelism, new market entry, strategic alliances and partnerships, M&A, and business development. Outside of Oracle Dyn, Kyle is an angel investor, entrepreneur, and advisor in several startups.