Taking the Web Experience to 11 - Getting Maximum Value from the Akamai Intelligent Platform
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Taking the Web Experience to 11
Getting Maximum Value from the Akamai Intelligent Platform
Tim Patts Thomas Hawkins Dmitry Dodin Christopher
Strategic Engagement Program Manager, Senior Engagement
Wilkinson
Manager, Akamai Corporate Portal, Manager, Akamai
Lead Technical Architect,
IBM
USAA
©2012 AKAMAI | FASTER FORWARDTM
Optimizing the IBM Digital Presence
IBM’s Web Presence by the numbers
Scope
Performance
Infrastructure
o Five
Organiza,onal
Geographies
o 250M+
visits
a
year
o 100’s
of
servers:
applica,on
and
o Web
sites
in
100
countries,
32
o $2
B
in
leads
database
languages
o $2.6B
in
revenue
o
Many
hos,ng
facili,es
worldwide
o 31
commerce
enabled
countries
o 67%
sa,sfac,on
with
overall
o
AIX
&
Linux
opera,ng
environment
o 3
million
ac,ve
pages
of
Web
content
experience
o Over
175
applica,ons
that
serve
the
web.
o Linkage
of
tele
&
web
drives
CSAT
o Large
Customers:
2,200
private
sites:
80,000
visits/months
o 6.5M
external
search
engine
referral
visits
WW
o 450
eProcurement
Customers
o 180
Customized
Web
Solu,ons
deployed
©2012 AKAMAI | FASTER FORWARDTM 3
IBM’s Web Presence spans multiple
domains…
www-935.ibm.com www-03.ibm.com
Global Technology Services Systems and Technology Group
www.ibm.com
www-01.ibm.com www-304.ibm.com
Software Group PartnerWorld
©2012 AKAMAI | FASTER FORWARDTM
...and hosted across multiple geographies.
www.ibm.com NC, MO, CO
Our presence relies on infrastructure around the globe. www-01.ibm.com Poughkeepsie/US
www-03.ibm.com Boulder/US
www-05.ibm.com Portsmouth/UK
Website Hosting Location www-06.ibm.com Sagamino/Japan
www-07.ibm.com Sydney/Australia
www-08.ibm.com Bangalore/India
www-31.ibm.com Beijing/China
www-304.ibm.com Global SSO
www-601.ibm.com Japan SSO
©2012 AKAMAI | FASTER FORWARDTM
Over the past decade, IBM has made good
progress in delivering
a powerful and valuable web presence.
Web commerce Portals and Multimedia Search Web feeds and Social
personalization marketing blogs networks
and
communities
2000 2012
$2.6 billion 1.4 million 4.2 million
in 2011 revenue realized organic search visits to IBM.com visits to IBM marketing sites
through the web in February 2012 in February 2012
156,000
mobile device visits to IBM.com
in February 2012
©2012 AKAMAI | FASTER FORWARDTM
Today we have an opportunity to go further—
to truly optimize
this presence.
Operationally
efficient
• Cost-effective
environment
• Intentional
management
• Supporting the Optimized
needs of
web
employees,
partners and presence
Revenue
clients generating
• Improved user
experience
• Improved Lead
conversion
©2012 AKAMAI | FASTER FORWARDTM
Focus Areas for Optimization:
1. 2. 3.
Commit to the timeline for common Transform the hosting infrastructure Include analytics to measure
global v17 design standard web cost, compliance, and quality
4. 5. 6.
Identify and execute on Reaffirm organizational structures Gain necessary commitment,
page reduction targets to support the consolidated resources and participation to
infrastructure. execute on this plan.
©2012 AKAMAI | FASTER FORWARDTM
Optimizing ibm.com with Akamai
©2012 AKAMAI | FASTER FORWARDTM
Business Objectives
Increase revenues through improved Web presence
• Improve performance of sites and underlying applications – greater end user experience, more
site transactions, increased site utilization
• Improve SEO and Google Rankings – Optimize lead generation ($1B of lost leads yearly),
Consolidation of brands into set of solutions, show IBM as one company doing many things
• Quickly expand into emerging markets like Africa, Asia, South America, etc
Reduce Costs
• Massive Server offload, Data Center consolidation, reduce management costs
• Control and reduce Bandwidth costs
• Streamline process, application development and on-boarding
Secure IBM brand
• Protect sites and applications from Web based attacks via Akamai’s platform, away from origin
• Effectively protect against DDoS and Application level attacks
• Reduce resources and infrastructure to manage security events
©2012 AKAMAI | FASTER FORWARDTMAkamai and ibm.com Iterative Deployments
Phase 1
• Focus on top level ibm.com domain
• Cache and accelerate all static objects that are common to ibm’s v17 design (deployed 1Q/
2012)
• Cache and accelerate all static objects(html, css, js) for the Corporate Portal, Smarter Planet,
Support..all files under ibm.com (4Q 2012)
• Set up basic monitoring with Kona (4Q2012)
Phase 2
• Accelerate all dynamic applications under ibm.com (1Q 2013)
• Accelerate ibm’s mobile proxy m.ibm.com (1Q2013)
• Expand security monitoring (1Q2013)
Phase 3
• Expand Akamai to www-01, www-03 (3Q 2013)
• Sunset m.ibm.com and use “Akamai solution..? (2Q 2013)
©2012 AKAMAI | FASTER FORWARDTMWeb Optimization with Akamai Phase 1
Focus on the ibm.com top
level domain
www-935.ibm.com www-03.ibm.com
•100 country homepages 32
languages
•V17 design common objects
www.ibm.com •Smarter Planet Initiatives
• 40 million unique visitors in 2011
www-01.ibm.com www-304.ibm.com
©2012 AKAMAI | FASTER FORWARDTMibm.com Infrastructure Environment
Leveraging a 3-Active
architecture allows us to
maintain 100% availability
with no outages
• HA best practices
• All sites active
• No maintenance windows
• All sites identical
• pSeries servers
• Global Server Load
Balancing
• Failures automatically
bypassed
• Each data center designed
to handle 50% of the load
©2012 AKAMAI | FASTER FORWARDTMPhase 1 Results: Edge Hits vs. Origin
©2012 AKAMAI | FASTER FORWARDTMPhase 1 Results: Offload
©2012 AKAMAI | FASTER FORWARDTMPhase 1: Performance impact for ibm.com
Worldwide average of approx 7,000 page request without using Akamai
Worldwide average of approx 7,000 page request using Akamai
©2012 AKAMAI | FASTER FORWARDTMPhase 1: Performance impact for ibm.com
Worldwide average of approx 7,000 page request without using Akamai
Worldwide average of approx 7,000 page request using Akamai
©2012 AKAMAI | FASTER FORWARDTM©2012 AKAMAI | FASTER FORWARDTM
USAA Availability & Performance
Who is USAA?
Several years ago USAA invented a technology that
provided its customers with the ability to deposit checks
remotely from just about any location using equipment such
as a flatbed scanner or a camera enabled phone.
Robles said that if USAA had been a public company, it
might never have made the investment in new technologies,
“because we couldn’t get that immediate payoff.”
Robles is cited as a driver behind the bank’s push to use
technology to reach its customers. I’m very impressed with
their ability to stay at the forefront of cutting-edge technology.
“A lot of pitfalls of public companies are due to the fact that they can’t take a long-term
view of life. We don’t have that worry. We ask what is right for the customer and work
back from that.”
USAA Confidential
©2012 AKAMAI | FASTER FORWARDTMAvailability & Performance Challenges
• Scalability
• Global Member Presence
• Multiple Device/Platform support (Android, iOS, PC, Tablets, etc)
• Single Points of Failure (Active Directory, DNS, LDAP, DB, etc.)
• Application Recovery (Multi-data Center aware applications)
• Data Replication Conflicts
• Multiple Member Channel Integrations (e.g. voice, web, mobile)
• B2B Partner integrations across multiple Data Centers
• Redundant Hardware Costs for High Availability
USAA Confidential
©2012 AKAMAI | FASTER FORWARDTMAkamai Solutions “In Use” at USAA
• Web Application Acceleration (WAA)
• Edge Load Balancing via Global Traffic Manager (GTM)
• Enhanced Domain Name Service (eDNS)
• Akamai Optimized Network Service (AONS)
• Terra Alta with Web Deduplication (Proof of Concept)
USAA Confidential
©2012 AKAMAI | FASTER FORWARDTMAvailability Routing (Error Recovery)
Akamai Cluster
Internet
DC #2
USAA
DC #1
USAA Confidential
©2012 AKAMAI | FASTER FORWARDTMWhy Routing is Important? (Conflict Example)
Web & Web &
Middle Tier Middle Tier
Database Tier 1 Database Tier
2
3
R0
R1
R2 R0
R2
5
Storage Tier Conflict Storage Tier
Database
R1 4
Data Center #1 USAA Confidential Data Center #2
©2012 AKAMAI | FASTER FORWARDTM
25Data Center Routing (Data Center Affinity)
Access usaa.com
from home… Access usaa.com
from mobile…
1
1
Akamai
Member #12345 2 6
5 Member #67890
2
LB MemberMSRlanded in the
lands in the wrong data LB
Memberright data
landed incenter
the
DC #2
DC#1
center on Verify Member
3 4 3 wrong data center 7
WebSphere
WebSphere 12345 DC1 WebSphere
WebSphere
App Servers Routing Routing App Servers
DB 67890 DC2 DB
2
LB 4 LB
1
3
Access member #12345
in Portal
USAA Confidential
©2012 AKAMAI | FASTER FORWARDTM
MSRUSAA Confidential ©2012 AKAMAI | FASTER FORWARDTM
Taking the Web Experience to 11
Getting Maximum Value from the Akamai Intelligent Platform
Tim Patts Thomas Hawkins Dmitry Dodin Christopher
Strategic Engagement Program Manager, Senior Engagement
Wilkinson
Manager, Akamai Corporate Portal, Manager, Akamai
Lead Technical Architect,
IBM
USAA
©2012 AKAMAI | FASTER FORWARDTMEdge App Session Evaluations
How it works 1 2
• Click on the agenda icon
• Select the session you are currently attending
• Click on the surveys tab
• Click on the session survey made available at the start 3
4
of your session
• Complete the session survey
• Get points for the Akamai Conference Game and win
prizes
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