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Peas, Carrots & Tomatoes: Understanding The Enterprise DNS & Email Spectrum

Before I arrived in New Orleans for the 2012 Midsize Enterprise Summit East, I didn’t know what to expect as we had never been there before. I wondered if my colleagues and I (Director of Strategic Partners Brian Brady, Chief Product Officer Cory von Wallenstein and our Event Coordinator Lindsey Smart) would be able to justify the late nights in the French Quarter.

But as the second day of the summit rolled around, I found myself sitting in my room between meetings catching up on email. I was no longer thinking about the summit’s worth. Something else was on my mind.

Canned VegetablesI realized that at Dyn, we are very good at providing world class DNS and Email Delivery as bookends of the AdMedia/ecommerce/Web 2.0/SaaS enterprise spectrum.  On the left side of this spectrum, you have the startups or small Enterprise clients that have a great idea, expertise and some money. They are working every day to move to the right where you’ll find the web enterprises of the world like our clients Zappos, Twitter, Netflix, Pandora and more.

Dyn has an appealing product that has both groups knocking on our door and we’ve been lucky enough to help a lot of our clients as they move along the spectrum (think Twitter becoming a client before it was a household name). Understandably, these two groups get a lot of our attention because as salespeople, our job is to discover and sign the next big thing or snag one of the more established brands from a worthy competitor.

But my mindset is changing.

After talking to as many people as I could in the two days we were in New Orleans, I realized there is a huge chunk in the middle that we’re not fully appreciating. Are we going after the waste services industry, agriculture, small town newspapers and university systems?  We even met with a company (which was my personal favorite) that supplies grocery stores with store brand fruits and vegetables.

This middle sector of not-so-web-based businesses often flies under the radar in the Infrastructure-as-a-Service (IaaS) world. Yet, they have an average gross revenue in the $50-$100 million range.  After talking to us and listening to Cory’s electrifying DNS/Email 101 speech, they essentially had the same response: “Thank you for enlightening me as to why DNS and email delivery are important in my business life and that what I’m doing now can be a lot better.”


Let’s go back to the aforementioned fruits and vegetable company, which we’ll call Company X.  They provide 80 percent of store brand canned fruit and vegetable products in the U.S. or as their leader told us, “If you’ve eaten a canned tomato product in America, you’ve eaten ours.” A company this established and this successful must have an enterprise class DNS/email delivery provider?  No, they don’t.

So now, I’m on a mission to find the other 10,000 “Company X’s” of the world that need us but just don’t know it yet.

Maybe our focus is often on the bookends of the world, but just because you’re a multi-unit credit union or a regional health management consultant or your life is all about tomatoes (God bless ketchup), it doesn’t mean you don’t need us and deserve our attention. We’re here and ready to help because dammit, those companies deserve a world-class IaaS partner too.

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Whois: Tyler Craig

Tyler Craig is a Partner Account Director at Oracle Dyn Global Business Unit, a pioneer in managed DNS and a leader in cloud-based infrastructure that connects users with digital content and experiences across a global internet.