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Why Your Business Needs to Leverage Services Rather than Believe in the Power of One

Things change, as the dinosaurs unwittingly discovered 65 million years ago.

Today, things are changing even faster. Regardless of the size of their personal arsenal, those who simply stick to their guns are rapidly becoming unstuck. What is the challenge? In 1994 Yahoo was launched onto an Internet offering 9,297 users for every site. Today sites will be launched onto an Internet offering just 4. Therefore, the game has changed and the stakes are higher.  Einstein once defined insanity as doing the same thing over and over again and expecting different results.

This is why Dyn is passionately agnostic when it comes to Internet Performance. Dyn help companies monitor, control, and optimise online infrastructure for an exceptional end-user experience. Intrinsic to this ethos is the championing of multi-vendor approaches to technology deployment to ensure traffic gets delivered faster, safer, and more reliably than ever.

The rapid expansion of the Internet today is like the meteor hit that radically changed the rules of the game so long ago, and you can expect to see tech dinosaurs, which keep doing the same old thing, starting to drop like flies.

The complexity of the Internet means that no single service provider can any longer offer businesses universal solutions. Effective responses – to Internet Performance demands and the connected user – rely on multiple collaborations rather than sole providers. Enterprises increasingly need a lot of different types of infrastructure: multi-cloud networks, a mix of public/private data centres, multi-CDNs, and so on.

There is no such thing as a single provider any more. This article explores what this means for our online future and for your business. It tells you why collaboration, rather than the power of one, is where the smart money is at.

Strategy is not really a solo sport.
Max McKeown

Too big to fail?

The scale and complexity of the Internet, and the ever increasing level of user expectation, is huge: mind-bogglingly huge.

  • There are nearly 1 billion Internet sites

  • 40% of the world’s population has Internet access – so there are 3 billion Internet users

  • By 2020 there will be 50 billion Internet-connected devices online

  • Global spend on cloud services and infrastructure will reach $100 billion this year

  • Every second there are:

    • 968 photos or videos uploaded to Instagram

    • 1,411 Skype calls connected

    • 2.1 million emails sent

The individual user, whose access to technology is at an all-time high, imperiously demands ever faster response times, more engaging experiences, and better connected solutions across a growing array of devices.

Exciting times?

Of course, they are. There are more ways than ever for your business to reach out to, and connect with, its customers. The traffic is far from one way: there are also more ways for new customers to discover and interact with you.

Worrying times?

They most certainly are this too. There are now so many more ways to fail and the potential number of entry points for competitors continues to increase. In an era when slow is the new downtime, one second can literally be the difference between a loyal customer and a lost customer.

Evolving To Meet Complexity

It’s interesting to see how different communities are evolving to confront this new reality.

The web-facing community has innovatively used front-end integration and shared vision to collaborate and harness the opportunities offered. A great example of this is Kantar (the global research giant), which has leveraged Twitter to offer real-time market research to its clients.

The DevOps community is also working collaboratively to reduce the complexity of application distribution through back-end integration and orientation. The need to keep an open mind whilst deploying tactical relationships defines this community: this is how Stephen Thair, the co-founder of DevOpsGuys describes it:

“Users now expect a hyper-connected, hyper-available world. DevOps promotes an open and fluid relationship between Development and Operations to meet that need.”

Every collaboration helps you grow
Brian Eno

What About The Business Community?

With hundreds of suppliers, thousands of technologies, and limited internal resources businesses often turn to managed service providers to help them handle the complexities of today’s Internet.

Unfortunately, such providers do not operate collaboratively.

There is plenty of talk about ‘demystifying the cloud’, but it is always their own cloud they offer to demystify. Likewise, offers to provide ‘security by separation’ only ever refers to their network separation. Rather than helping businesses leverage services and opportunities the focus is on limiting SLAs and restricted opportunities that can be provided by their technology.

Whilst user demands call for multiple technologies to offer an acceptable Internet Performance, many businesses are trapped into relying on proprietary technology that simply won’t think outside the box or connect outside its own system.

The secret is to gang up on the problem, rather than each other.
Thomas Stallkamp

Survival Of The Fittest

Where is this all leading, and where does it leave your business?

At present, many businesses are trapped by the outdated models and defensive SLAs of the service provider community. It’s time to open doors and not close ranks because the Internet increasingly demands collaboration not isolation.

Over the next couple of years we will see the continued adoption and use of cloud technology, and a move towards greater automation through DevOps tools. The failure of the managed service market to develop a collaborative model is likely to see a return to the insourcing of service and the growth of in-house and 3rd party DevOps resources.

The businesses who survive will be the fittest and the most agile: they will be those that take advantage of collaboration. Relying on one solution is actually the problem. In exactly the same way that your users access your business through multiple devices, connections and networks, your business must learn to start looking outside its own industry for online tools, answers and innovations. And, just as Internet users belong to several online communities, your business needs to belong to multiple communities to help it understand how it can best leverage Internet Performance and harness the revenue potential of technologies.

Technology lock-in is actually technology lockdown. The Internet demands collaboration, and it is not a sign of weakness but a core component of strength.

In the long history of humankind … those who learned to collaborate and improvise most effectively have prevailed.
Unknown, often mistakenly attributed to Charles Darwin

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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.

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