Author Archive: Mark Quigley

It’s been a long time since I put fingers to keyboard to write a blog, so I reckoned it was about time that I resurfaced on the interwebs. While this post won’t announce any huge news like my last post about SoftLayer going live in Amsterdam, it might provide an interesting insight into what it’s like to work for a dynamic, growing company.

My time at SoftLayer has been marked by change at rapid pace — more revolution than evolution, I suppose. This has been true both in terms of my professional development and the trajectory the company has taken in the past 18 months: I have gone through a merger that more than tripled the size of the company, watched the expansion of our footprint in the United States (a new data center in San Jose and new pods in Washington, D.C. and Dallas) and participated in our expansion overseas when I worked on the Amsterdam launch … And if that list wasn’t action-packed enough, I’ve been a part of some fantastic product launches (Flex Images and Object Storage being the two most recent examples).

When I joined SoftLayer, I kicked off fledgling analyst relations program, transitioned to corporate communications, and then seized the opportunity to serve as SoftLayer’s EMEA general manager (temporarily until I found Jonathan Wisler to run the ship). Today, I’m responsible for driving our international operations in Amsterdam and Singapore, and so far, the work has gone according to the plan. Both facilities are up and running, and we have in-region folks in place to run the data centers and drive the region’s business. As with every other DC under the SoftLayer hood, the Ops teams continue to knock it out of the park, and our business teams are just getting wound up.

Our early success in the new international markets speaks volumes about the support our customer base has given us as we’ve expanded, and now that we’ve got fully fledged dedicated teams to run in-region sales and marketing in Amsterdam and Singapore, we’re expecting the result to be akin to throwing gasoline on an already-roaring fire. Users in Europe and Asia can look forward to seeing a lot more from SoftLayer over the coming months as we ramp up our events schedule and start to push the SoftLayer message throughout both geographies.

Suffice it to say, I am very excited about what lies ahead … I suspect our competitors might not share the same enthusiasm.

-@quigleymar

At times, the meticulous planning, logistics and execution around the SoftLayer Amsterdam data center launch has felt like a clandestine military operation. Today, the wait is over! We’re finally ready to go “LIVE” with our new state-of-the-art facility, along with network Points of Presence (PoPs) in Amsterdam, London and Frankfurt.

Having a European presence not only gives us proximity to customers but a foothold into the entire continent to help drive more innovation and deliver a better end-user experience. Currently more than 50 percent of our business is done outside North America, so our continued expansion into international markets is so vital to long-term growth.

Amsterdam is our “digital gateway” into Europe, extending our capabilities so customers can deploy, scale and manage their Infrastructure-as-a-Service (IaaS), Platform-as-a-Service (PaaS) and Software-as-a-Service (SaaS) solutions based on SoftLayer’s private network. Here’s a quick glimpse into what the new data center offers:

• Capacity for more than 16,000 servers
• Redundant network infrastructure
• Fully-automated platform
• Unique pod design concept

And here’s an actual glimpse into the data center (taken last week as we were putting the final touches on the racks … as you can see by the unbound cables at the backs of the server and the reference labels in the front):

We now have 13 data centers and 16 PoPs worldwide. Each data center functions independently, with distinct and redundant resources, while still being fully integrated into SoftLayer’s existing facilities. The end result for our customers is maximum accessibility, security, and control.

Our goal for Europe is to deliver the BEST cloud, dedicated, and managed hosting solutions on the continent … just like we do in North America and Asia. Ten months of painstaking research, work and preparation are done, and now our customers will get to reap the rewards.

What are you waiting for? Get your first server in Amsterdam! To celebrate the launch of the new facility, we’re offering our Triple Double special on servers provisioned in AMS01 for a limited time: Free double bandwidth, double RAM and double HDD!

Now it’s time to send our clandestine military operation’s “Go Live Crew” to an undisclosed location to start preparing for our next strategic infiltration …

-@quigleymar

Where has the time gone? We still have confetti in our hair from the party celebrating the Singapore data center going online, and all of a sudden, we’re announcing that SoftLayer servers are available in Amsterdam for presale.

If you saw the epic “SoftLayer is Coming to Town”, you may have noticed a clip of the Go Live Crew (GLC) team members in Amsterdam at around the 1:05 mark:

With pallets of wrapped equipment and a few racks constructed in the background, it’s pretty clear that as of October 1, the data center was a long way from calling itself a SoftLayer Pod. A few short weeks ago, I shared an update on the progress of our first European facility, and now we’re less than two weeks away from the first customer servers being provisioned in Amsterdam!

Mark your calendar: November 7 – The date your first SoftLayer server in Amsterdam will go live.

In addition to customer servers being provisioned when the data center officially opens its doors, our network points of presence throughout Europe will be humming along nicely. That means if you’re a SoftLayer customer in Europe, you should see some fantastic improvements in your network paths and speeds to servers in the United States (and Singapore) since you’ll be able to hop onto our network sooner and ride with SoftLayer across the Atlantic.

Amsterdam Server Special
To coincide with the launch of our Singapore facility, we brought back the Triple Double server special to reward early adopters, and we’re doing the same thing for customers in Amsterdam. Order a server in AMS with promo code TRIPLE, and you can double your RAM, bandwidth and HDD space for FREE.

The guys on the GLC in Amsterdam have worked tirelessly to ensure that everything is perfect (fueled by daily “Da Bobby G” sandwiches), and we’re all ecstatic for customers to start taking advantage of the latest addition to the stellar SoftLayer infrastructure.

What are you waiting for? Shouldn’t you be clicking through to pre-order your Amsterdam server right now?

-@quigleymar

Over the course of about a month, you were able to follow the build-out progress of SoftLayer’s Singapore data center facility. Todd book-ended his coverage of the process with an early look on September 2 and the official “LIVE” announcement on October 3, and given the fantastic response from customers to those updates, we’re going to keep them going from Amsterdam.

If you follow SoftLayer on Twitter or keep an eye on our Flickr account, the last time you saw the Amsterdam facility, it looked pretty empty. You might assume that with all the attention on Singapore, Amsterdam wasn’t getting much attention, but you’d be wrong … Folks have been working non-stop in Europe as well, and the facility looks beautiful:

It’s pretty obvious with the racks you see pictured that our go-live team has been on the ground and working hard in the new facility. We shipped loads of gear across a different ocean to get it to Amsterdam, but things will probably look pretty familiar.

When Singapore went live on Monday, customers were ecstatic. We’ve already provisioned a few hundred servers in the new facility, and the chorus of users anxious about our European expansion has gotten louder as a result. As you can see, Amsterdam is coming along nicely, so you’ll have a SoftLayer server in Amsterdam before you know it.

SoftLayer’s growth internationally has been fueled by customer demand, so while we’re working on Amsterdam, we’d love to hear where you’d like to see us next. Leave a comment with the country/region you think could best benefit from a local SoftLayer facility … And if you agree with any of the ideas, be sure to post your agreement as well so we get an even clearer picture of customer demand.

More to come!

-@quigleymar

In the first quarter of 2011, SoftLayer presented in, exhibited at or sponsored at least thirty different conferences and events. We’ve globe-trotted to places like Orlando, San Francisco, New York, Las Vegas and Europa Park, Germany, to spread the word about who SoftLayer is and what we do. We’ve talked about data center pods over beers in Boston and showed some server skin at SxSW in Austin, and in the process, we got to share the SoftLayer story with literally thousands (if not tens of thousands) of people.

It turns out, there might be a few billion people on the planet that haven’t heard of SoftLayer (yet), so every event we attend give us an opportunity to meet more people and explain the value SoftLayer can bring to their business. Take this week’s Web 2.0 Expo for example: More than 500 people came by the our booth to learn more about us, get some cool swag or grab a beer during the booth crawl, and a hundred of them lined up to try their hand at the Server Challenge.

Of the attendees who made it to the front of the pack to chat with one of us, it’s remarkable to note how consistent some of the conversations were. Since we haven’t really done a refresh to catch everyone up on what it is SoftLayer does (and since this blog is being presented in the sponsor section of Techmeme), a reintroduction may be in order.

Since the conversations I had at Web 2.0 Expo are so fresh in my mind, I thought I’d frame this little post around the most common questions we were asked by attendees learning about us for the first time (Warning: The responses to these general questions are SoftLayer’s value statements, so they’ll come off as very salesy … Leading you to believe we’d answer any other way would be disingenuous, though):

“What does SoftLayer do?”
Simply put, SoftLayer is a hosting provider. That generalization doesn’t do our business justice, though. We have ten data center facilities in Houston, Dallas, Washington D.C. and Seattle, and we host more than 80,000 servers for more than 25,000 customers worldwide. We offer cloud, dedicated and hybrid environments and resources that allow businesses to outsource their IT, so they can focus on their core competencies and give their hosting infrastructure to the experts.

“How are you different from <Hosting Competitor>?”
SoftLayer was built with a focus on a few core values: Innovation, Empowerment, Integration and Automation. Our hosting platform offers a true hybrid experience – dedicated and cloud services are seamlessly integrated – that can be accessed and controlled by customers in a number of ways. Each SoftLayer server supports three different kinds of network traffic (public, private and out-of-band management), and customers have complete access to their server via free KVM over IP included with every server. Everything you can do in our portal can be done with our API, and we’re an industry leader in product innovation.

Oh, and you can also spin up a cloud server on our platform in under 15 minutes and a dedicated server with your specs and operating system in 2-4 hours.

“Do you support <XYZ Technology>?”
If <XYZ Technology> is current, legal and useful, you can probably use it on our platform. If we don’t directly offer software or services you need, we have droves of customers and partners who probably do, and we’re happy to refer you to them. Given the unparalleled access you get to your SoftLayer hosting environment, the world is your oyster.

“Impressive sales pitch, but how do I know it’s more than just a pitch?”
Our business is designed around making our customers happy. Our services are offered on month-to-month contracts, so we have to continue to provide great service to you or we lose your business. We can share customer success stories until we’re blue in the face, but what really matters is what your experience is when you try us out.

Somewhere in there, you might have written me off as just some public relations guy, but I believe every word in those responses (as I’m sure my 550+ coworkers do). I’m not trying to claim that if you host with SoftLayer you’ll never have another problem or that people don’t make mistakes on our end, but as a company, you’d be hard-pressed to find a more devoted group of people focused on providing the best experience in the business.

-@quigleymar

I am a Kevin Smith fan. I admire him on a number of levels – his movies entertain, his podcasts with Scott Mosier (Smodcasts) are a funny, albeit twisted, trip into the unknown and his on stage performances / monologues / Q&A sessions never fail to please. Kevin is also a prodigious Twitterer (11,994 tweets and 1,716,849 followers).

My appreciation for Kevin and Scott Mosier has clambered up a notch following this article on Techdirt. Read the article and watch the embedded video and I think you will soon see what I mean. Smith and Mosier, for lack of a better phrase, ‘get it’ or perhaps they backed into things and ‘got it’ once it had happened. They understand the notion of building an audience; they understand the idea that it is tough to build something and monetize it immediately. In a world driven (supposedly) by instant gratification, they have introduced the word patience.

While it seems antithetical, there is a certain truth to this – there are very few businesses that went viral and surged to terrific profitability as soon as they started to Tweet or became active on Facebook. For 99.99% of businesses, audience takes time to build, which means that success takes time to come. And oftentimes, it does not come at all despite best efforts.

Twitter, Facebook, and podcasts are all part of a toolbox that, if used properly, can build something much more valuable than the stand-alone channel. As Techdirt author, Mike Masnick, points out; Smith has been able to build something that he can monetize by giving away some goods free. He has taken the time to build his audience and now he is reaping the rewards by monetizing other, ancillary efforts.

I am not implying that all business is equal – there are few comparisons to Kevin Smith that make sense for most business beyond the fact that everyone is producing something and trying to sell it. But I think the lessons are the same across most businesses – audience is not instant. In fact, I am not sure that it ever was (that said, I suppose beer was probably close to an instant success when the Egyptians invented it and stated to hieroglyph about it. It was probably the rage of Alexandria in short order). Simply beginning to Tweet and expecting instant success is a fool’s game. However, starting the game with the notion that Twitter, Facebook and whatever is next are useful tools to build toward success, forces a deal more patience and an almost deliberate approach. Here we can find success. Not overnight success for most, but success nonetheless.

As the saying goes recognizing the problem / challenge is half the battle. All we need to do now is figure out what to do next. I am working on it.

-@quigleymar

You know how it works – a casual conversation leads to a Google search the next day. This in turn leads to enlightenment. Or something along those lines.

Last Tuesday morning, a PDF version of the January 30, 1983(!) issue of ‘Arcade Express – The Bi-weekly Electronic Games Newsletter’ arrived in my inbox. It made for good reading and brought me back to the days of my youth when I burned numerous hours and brain cells playing Intellivision, Atari and Commodore machines. I had access to two devices – one that sat in my family room (an Intellivision) and one that sat in a pal’s basement (an Atari 2600). My kids have access to much more – there are numerous devices at their fingertips; including a PS3, Nintendo DS, a MAC mini and my wife’s iPhone. Most of their friends are in similar circumstances.

A quick comparison is in order:

Processing power aside, I think that the more important thing to consider is the fact that we are approaching ubiquity for a number of devices in North America. Most people have access to the internet, most people have access to mobile phones (and more and more of them have access to smartphone like the iPhone or an Android device) and most people have access to a dedicated game device. Western Europe and parts of Asia (Japan and Korea) are the same and the rest of Asia is soon to follow, and will be the beneficiary of the tremendous innovation that is happening today. There is a lot of room for growth and maybe not a whole lot of clarity around what that next generation of devices and games will look like (I predict 3D, AI driven games played with a dedicated gaming chip implanted in your cortex).

The last page of the ‘Arcade Express’ newsletter detailed the honor roll of ‘The Nation’s Highest Scores’. Softlayer’s own Jeff Reinis was the top Arcade Game player for Pac-Man. His record was 15,676,420. I wonder how many hours of continuous game playing that is?

-@quigleymar

Culture is important. It is important to individuals, to countries and to companies. Sometimes a culture is nuanced and difficult to get your arms around; sometimes it is in your face leaving you no doubt. Think of Joni Mitchell and Slayer. Nuance versus a ball peen hammer to the forebrain.

Over the past 18 years, I have worked for a number of companies in a number of geographies. I have spent time in smaller, ego-driven companies and time in large organizations that have years of cultural baggage to weigh them down. I have worked in Japan, the UK, France, Spain, and Germany where country specific nuance has a great impact on company culture. In all of that time, across all of those geographies, I have not come across a corporate culture as strong as SoftLayer’s.

When newly minted SoftLayer employees arrived at the Alpha facility, it was a curious thing to observe because (being relatively new, myself) I could not tell the difference between old and new employees. Everyone was decked out in the unofficial SoftLayer uniform – a black SoftLayer shirt and jeans. On the official move in day, a tattoo artist was on site to ink people. In the two days he was there 15 people were tattooed, including a couple of people who did not work at SL, but were married to someone who did.

The proviso was that each tattoo had to be SoftLayer related. I am still awed by this – I have never seen this before. I cannot remember anyone from anyplace else that I worked making the suggestion, never mind actually going through with it. And if I think about it for a second, no one would have done it even though we all professed pride in the company and what it represented. Either we BELIEVE in where SoftLayer is going, and are proud to be a part of it, or we are all a little off-center, crazy even.

Think of it in terms of chickens and pigs – a chicken is involved in the breakfast process. The pig is committed. We are committed to making SoftLayer succeed.

The guy who applied the ink is now the official SoftLayer tattoo artist. He will be back and I suspect that he will have a line up as long as he had previously; perhaps longer given we now have 13 souls who wear the battle scars resultant from conversations with wives and girlfriends to explain what was done. Those who sit in the chair next will have the benefit of lessons learned from those conversations – they would be better prepared to successfully navigate them.

-@quigleymar

Part of the branding exercise that we are going through post-merger revolves around the tag line “Bigger, Better, Badder”. And it is true. Every word of it.

Bigger: We will have 75,000 servers under our control. That is more than Rackspace (63,996). We are the largest dedicated hosting provider in the world, possibly the galaxy. That is kool.

Better: We have all of these servers and yet we have less than 20% of the people that Rackspace do. Automation (sorry, automagic) and innovation rule the SoftLayer world. We are better at this than anyone else.

Badder: Our CEO is Lance Crosby. He is 6’6”, tips the scales at 350, drives an F250 and rides an Iron Horse. Need I say more?

-@quigleymar

Last week, Amazon Web Services unveiled the “AWS Free Usage Tier”. The idea is to encourage customers to experiment with the cloud, hopefully leading to a fee-based relationship sometime in the future. You can read about it here.

Free is always an interesting concept. Everybody loves free – free beer, free music, free love and now free cloud. The question that begs to be answered is what, exactly, does free mean when we are talking about an Amazon cloud. In other words is it an award winning Cigar City Bourbon Barrel Aged Hunaphu’s Imperial Stout or a PBR? There is little doubt that they are offering lots of stuff – storage, load balancing etc – but it ought to come with a caveat that reads “If you intend to do anything other than play with this, please think again.” The service offered is clearly not robust enough for much else beyond experimentation. A company that plans on presenting an application via the cloud to internal or external customers must simply make other arrangements. Limited RAM, combined with no processor guarantees and no service promises make for a poor business decision.

So, is this really a bad offering? The answer is no it’s not, just so long as everyone maintains a cool head and remembers what it is for – experimentation and education. And this makes it a good offer. Amazon is effectively helping to seed the marketplace for the cloud by providing a free platform to encourage a wider audience to dip their toes in the cloud. There is little doubt that some will transition from this offer to a full blown, fee-based service with Amazon because they generally do a good job. The great thing is that as the market educates itself about the cloud, SoftLayer will also benefit. We are very good at what we do and it simply makes sense to have a SoftLayer discussion when a company gets serious about the cloud.

-@quigleymar