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Dyn Research: Looking At Traffic Management For External “Cloud” Load Balancing

I’ve been as stubborn as they come and am the main reason why you never hear Dyn use the word “cloud” in any of our messaging. I simply hate things that are over-hyped, overused, or poorly defined.

However, I’m finally over it.

The verbiage is here to stay. Cloud encompasses a technology spectrum of words and represents a proven business model. Its power is in its nebulous definition: SaaS (products sold as a service), subscription, scalable, rentable, easy-to-use, shared. Yeah, it’s time to embrace it.

It was the early winter of 2010 during an executive planning retreat where Dyn CEO Jeremy Hitchcock called me out. It went something like this.

Jeremy: “You need to sell more advanced traffic management features. We have tools that allow our clients to move to cloud services faster and easier.”

Me: “Yeah, no kidding. If only it was that simple. Our clients’ infrastructure isn’t there yet. They aren’t ready to implement these products.”

Jeremy: “Only 15% of our DynECT Managed DNS clients leverage these products and they are incredibly powerful. It’s on us to educate and get client adoption up.”

Me: “I’m telling you, we push them hard, the market just isn’t quite there yet. The 15% are the early adopters who know the power of premium DNS as a real time traffic controller. The rest of the Internet is 12-to-18 months behind. They’ll catch up.”

Jeremy: “I don’t care the reason. Sell more. Our clients will see immense value. We can help them get active-active or active-passive global deployments faster. ‘Uptime is the Bottom Line’ is our mantra, right? Let’s own the promise. It’s not just about our rock solid systems, it’s about making theirs that way too.”

Me: “Couldn’t agree more. Challenge accepted.”

And so we launched our “Hey, 1995 Called & Wants Its Hardware Load Balancers Back” campaign in May 2011 at old-school enterprise conference Interop Las Vegas. The rest is history…with untapped and serious upside ahead.

Inside The Numbers

As of this post, 48% of our enterprise customers are utilizing a traffic management service for disaster recovery, cloud load balancing, geographic regional routing, latency-based routing, or our granular geographic IP routing services. All of these services are made powerful by sophisticated monitoring, a robust REST API and a customizable rules engine that puts a deeper level of control into our customers’ hands — just how they want it.Traffic Management

If we look even deeper into the actual usage of these advanced features, we see some customers using traffic management on as many as 310 zones. We have some of the data summarized below.

Active Failover Traffic Management
Customers using the feature 440 671
Total Zones using the feature 2936 4470
Avg. Zones/Customer 6.66 6.67
Median Zones/Customer 2 2
Highest Advanced Feature Usage 350 310

At this point, a significantly higher portion of our customers in the higher traffic tiers use these advanced services:

Advanced Feature Usage

The usage of advanced features is especially high in certain verticals of technology companies. Advertising (74%) and Games/Video/Entertainment (60%) particularly stand out.

Today, our customers are creating an Infrastructure stack with redundant providers of colocation, cloud or managed hosting, content delivery, web acceleration, transit, storage/database servers, routers, switches and more. The amount of money spent behind our content agnostic services makes the investment in what we do a simple one. We help prevent vendor lock-in and allow our customers diversity across and down the stack.

The market has caught up and now we innovate on that top 15% as they drive our product roadmap forging ahead. It’s a proven way to do R&D and serve a rapidly growing Internet audience who’s end user expectations are higher than ever.

As Dyn evolves from a world leading DNS and email delivery provider to a more rounded provider of Internet performance technologies, we’ll continue to expose more stats like this (like we did last month with what hosting providers our clients use) and provide even more insight into your entire external infrastructure — traffic, messaging and more. Your customers’ experience is on us to help solve.

Enjoy your cloud load balancing through Dyn and apologies to F5, A10, Citrix, and Cisco for disrupting the CapEX party.

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Kyle York
Whois: Kyle York

Kyle York is GM & VP, 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.

To current Dyn Customers and visitors considering our Dynamic DNS product: Oracle acquired Dyn and its subsidiaries in November 2016. After June 29th, 2020, visitors to will be redirected here where you can still access your current Dyn service and purchase or start a trial of Dynamic DNS. Support for your service will continue to be available at its current site here. Sincerely, Oracle Dyn