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If Your DNS Fails, Your Brand May As Well Not Exist

DNS error(Paul Heywood was interviewed by evigo on 2/11/14. This is an excerpt of the interview about one of Dyn’s clients, Etsy, and how DNS is important for any brand.)

Etsy seems to have reached a tipping point where they needed to find a DNS provider like Dyn. When do e-retailers get to this tipping point?

There really is no tipping point. Internet Performance solutions are responsible for the delivery of a brand’s content and end-user experience. Despite being a deep tech company, our advice to potential clients would be to know and understand their customer. Understanding customer demographics is traditionally a task that has existed outside of a business’ technology team.

However, the rise of Internet Performance, combined with the evolving trend for the Internet of Things, has given brands an almost exhaustive list of potential interaction points to leverage in the pursuit of greater retention and growth.

These points of interaction are not simply the preferences of the digital elite consumer, they are expectations. The most valuable audience for Real Time Bidding Platforms was recently defined as a 30 year old male iPad users who frequently travels between New York and San Francisco.

Brands should seek to determine their customer segments and subgroups and create a clear and complete picture of the characteristics of a typical user. Once these profiles are constructed, technology should be seen as the vehicle to increase end user participation. This is something Etsy has mastered. Dyn’s capabilities allow brands to have a centralized control plane between consumable technology and the end user.

What kind of DNS issues can e-retailers face that have a direct impact on their sales?

DNS is the first part of the look up process. It is essentially what separates online brands from their consumers. If your DNS fails then your brand may as well not exist. Latency or Resolution Time has been a widely acknowledged consideration for e-retailers focused on end-user experience. According to a study done by Amazon and Google, you suffer a 7% decrease in sales if your website doesn’t load in under 3 seconds.

However, this is not the extent of our functionality, services like active failover and Traffic Director allow brands to utilize Dyn as the control plane of the Internet, leveraging Internet-enabled technologies (data centres, CDN, etc) to manage their customers’ end user experience. Dyn’s product portfolio of services allows any brand to access a global market place. Smart traffic management can route users to the closest server making their experience faster and better.

There is a lot of research (like Amazon and Google’s) that says the same thing: load time is incredibly important. Is three seconds the ideal response time? How does Dyn guarantee that a customer’s page will load quickly?

There isn’t necessarily a magic number, however, most of web performance is based off the Amazon report that found 100 milliseconds of latency can result in 1% of potential sales lost.

As an Internet Performance company we have an expanded view of this world, which includes the need for a greater degree of understanding around the type of interaction our clients are trying to have with their end users. The Dyn platform can then be used to leverage multiple technologies to deliver this experience to end-users.

For example, in 2013 many of our customers utilized the Dyn platform to deploy a multiple CDN approach to cater to their phenomenal growth. The goal was simple: to deliver a consistently fast user experience globally. This approach allowed them to improve resiliency, vendor dependency, last mile performance and offload stress on their datacentres to the CDNs.

Technology should not be the defining or limiting factor in ensuring end-user experience.

What other clients does Dyn have?

Firebox,, Spotify, Twitter, Pandora, Zappos, Seeking Alpha, Netflix and the list goes on. Dyn welcomed over 300 direct and 90,000 self signup customers in the final quarter of 2013 alone. Internet Performance is here in a big way!

Dyn’s solutions are at the core of Internet Performance. Through traffic management, message management and performance assurance, Dyn is connecting people through the Internet and ensuring information gets where it needs to go, faster and more reliably than ever before. Incorporated in 2001, Dyn’s global presence services more than four million enterprise, small business and personal customers.

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Whois: Paul Heywood

Paul Heywood is the EMEA Director of Business Strategy and Sales at Oracle Dyn, a pioneer in managed DNS and a leader in cloud-based infrastructure that connects users with digital content and experiences across a global internet. Follow at Twitter: @Paul_Heywood and @Dyn.