Author Archive: Namrata Kapur

May 29, 2015

Sydney DC—Since We’ve Launched

It’s been a couple of months since our Sydney data center opened for business, and within this short span we’ve seen a sizable uptake of SoftLayer services—both from existing and new customers in the region. We thought that it was an ideal time to meet these SoftLayer enthusiasts. So, recently SoftLayer CTO Marc Jones, Lead Developer Evangelist Phil Jackson, and a bunch of SLayers visited the city to host workshops, meetups, and a Sydney Launch Party.

Here is a quick snapshot of what went down, Down Under.

≡Developer Workshop at Tank Stream Labs

This year we took the roadshow developer workshops to Australia to celebrate the launch of the Sydney data center (the first round of developer workshops debuted late last year in Asia; read more: Cloud Conversations Ruled at the SoftLayer Asia Roadshow). Led by Phil, the workshop covered managing deployments using the SoftLayer Application Programming Interface (API). The workshop helped developers interact with their accounts, products, and services using direct API calls in a development environment. Phil also answered questions and helped attendees understand, solve, and implement specific ideas in their SoftLayer environments.

≡Sydney Launch Party at the Hotel CBD Fourth Floor

SoftLayer users and enthusiasts came together to join us for an evening of great conversations and excellent music. Marc discussed why SoftLayer selected Sydney for its next data center as well as gave some insight to SoftLayer products and expansion. We spent the evening chatting with our customers and key guys in the startup space.

We’d like to give a shout out to Greg Furlong, CEO & Founder of ChannelPace, David Holmes, CDO of Hostworks, and Jessica Sullivan, Marketing and Business Development Consultant and Founder sbFlourish for taking the time to chat with us. Also, thanks to all those who participated in the workshop and attended the launch party.

I am looking forward to being back in the city with all its amazing restaurants and delicacies, but mostly because it would be amazing to check back with our clients and hear more stories on how SoftLayer services are being used.

–Namrata (Connect with me on LinkedIn or, Twitter)

February 17, 2015

Asia Startup Series: Putting a Twist in the Job Industry—Power to the Job Seeker

Startups are near and dear to our heart at SoftLayer; just take a look at the Catalyst program. That’s why we are so excited to see the startup scene in Asia growing at a tremendous pace. The fact that venture capitalists are now setting aside funds especially for young technology companies in this part of the world brings to focus the absolute potential of this market. Some of the big funds announced in 2014 include: the Singapore government's $48 million fund distributed among six venture capital firms, Japanese mobile gaming giant GREE Ventures’ new $50 million fund, Softbank and Indosat’s partnership to launch a $50 million fund for Indonesia, and Softbank’s $20 million fund for the Philippines.

*This is Part 3 of the Asia Startup Series. Read Part 1 and Part 2.

Before we dive into the Asia startup of the month, let’s discuss how the 2014 Asia Series A saw some of the largest investments to date—startups in China alone racked in US$130 million, and if we go by the frequently released trends, 2015 is set to break all records. The sheer number of investable startups coming out of the region will only open doors for more entrepreneurs. Here’s a look at some of the big winners:

  • Renrendai, a Beijing-based financial services startup received a whopping US$130 million last year
  • aCommerce walked away with US$10.7 million
  • Appier, an artificial intelligence, big-data ad-tech company won a US$6 million series A investment

Check out some interesting infographics on my Startup Trends in Asia Pinterest page, including this infographics shared by TechinAsia and the 2014 high-value investments. Ping me if you have some more we should pin (LinkedIn or Twitter).


With so many job search websites, portals, apps, and agencies dedicated to getting the employer the right employee, I found Temploy to be quite uniquely positioned and hence, the focus of this month's startup story.

Temploy, founded by Mark Koh, is a marketplace that automates the anonymous matching of temporary workers to employers while aligning expectations. This translates to a platform that essentially targets not only semi-skilled, low-skilled, blue-collar, and transferrable job positions, but a portal where students searching for summer jobs, individuals searching for part-time placements, or those looking for double income avenues can design the work they want based on parameters of locality, remunerations, schedule, and skills.

Mark Koh, Temploy founder

Basically, the portal connects the job seeker with the right employer.

Having worked two jobs while studying in Australia, Mark went through the grind of finding jobs to fit his schedule. He also saw firsthand the often unfair treatment of temp-workers as well as the flickering loyalty of the temps towards their interim-employers.

"I realized there was a huge mismatch in what the candidate was expecting and the actual job requirements. There was a core demand in most cases of having the flexibility to maintain work-life balance so that the candidate could meet their other commitments. So, we decided to put the power in the hands of job seekers, and the idea of Temploy was born," Mark shared when we caught-up last week.

Understanding the Market

Temploy looked at targeting the ASEAN market due to the sheer demand of skilled workforce in the region. Mark found that Thailand and Philippines had a high number of day semi-skilled and blue-collared jobs. Because these paid daily, there was a great demand from candidates to find multiple jobs to fit in their unpredictable schedule.

On the other hand, in Indonesia, especially in the Bunder, Surabhaya, and Jakarta districts, the average users were teenagers and college students looking for comparatively higher salaries for temp jobs.

"It is surprising to note that employers actively encourage such candidates to pick up a second job to meet these expectations," Mark noted.

Singapore faced a big labor crunch, and the main reason behind this was an image perception that certain jobs were considered un-cool by part-time prospective candidates looking to fill their summer holidays. These candidates also demanded higher pay than what employers could afford. Here flexibility and work-life balance are more important than the actual compensation. Mark also noted there is a stigma associated with working two jobs.

In Vietnam, where the workforce population is the youngest, localization still remains a major challenge but there is still a huge potential. Cambodia, on the other hand, does not have the necessary penetration of smartphone and Internet connectivity needed for the platform to succeed currently.

The Platform and All That It Entails

After developing their customized optimized man workforce system (OMWS), Mark launched the company in mid-2014. Since then, there have been tweaks and updates based on their ongoing understanding of the region and to improve the employee-employer match algorithms.

The platform empowers job-seekers by allowing them to design their own jobs, including how many and what hours they would like to work, salary expectations, and the type of jobs they are looking for. This then undergoes a sophisticated linear optimization algorithm that matches jobs anonymously, mapping the job-seeker's criteria with current openings posted by employers. Contact details are only exchanged once both parties accept that the match is to their satisfaction.

When I asked Mark what was different about Temploy, he said, "The unique proposition lies in the database being non-extractable, hence discrimination based on last name, race etc. is avoided. Plus our competitors cannot poach our client or our candidate listing."

Mark and his team selected SoftLayer as a foundation for building their platform. "It helps that the data center is located in Singapore, which reduces the latency for our audiences. Getting data replicated is easy as well. I have no worries whether my data is safe since we can auto-replicate it across other DCs, including geographically disparate locations. In addition, features like auto-scaling are helping us tremendously in dealing with traffic spikes emerging due to our recent marketing tactics. Moreover, the benefits of the Catalyst program and the support from SoftLayer's support team are second to none," he shared.

The video gives a quick explanation of how the portal works.

What's Next

Within seven months of its launch, Temploy has seen over 1,600 registered users. The team has been progressively looking for ways to improve the platform, which will soon include a SMS-based signup for low-Internet penetration regions. Temploy recently participated in numerous startup competitions. The latest includes a spot in Channel News Asia Start-up Season 2. Mark has decided to launch a non-profit event, Skillup 2015, for youth and the young-at-heart to explore what he calls, Epic Career Options outside the ordinary—part time work, freelance work, entrepreneurship.

Temploy is in the spotlight, and for all the right reasons.

–Namrata (Connect with me on LinkedIn or, Twitter)

February 2, 2015

#SLCloudLove: Growing an e-Commerce Business On The Cloud

Editor’s Note: Each month in 2015, we’ll be celebrating the cornucopia of reasons why the cloud reigns supreme — from customer tales to cloud insights and everything in between. During February, the notorious month of love, we’re showing you exactly why we heart the cloud. Follow all the fun on your favorite social networks by keeping tabs on #SLCloudLove.

Clicking Add to Cart—that’s how I like to shop these days. Brick and mortar shopping might be retail therapy, but the convenience and online discounts at my fingertips appeases my inherently lazy human tendencies.

With more and more online e-stores cropping up, physical retail outlets can no longer ignore not having an online presence, including a mobile-friendly website and ordering system. The numbers say it all:

  • e-Commerce sales are expected to be more than $1.7 trillion with mobile commerce accounting for nearly $300 billion in sales. Read more here.
  • In India, the e-commerce market is expected to reach $6 billion in 2015—a 70 percent increase over 2014. Read more here.
  • The Chinese government is allowing foreign-owned e-commerce companies to operate in the Shanghai Free Trade Zone as part of a pilot program; the market is expected to see a lot of inflow despite tough competition from local giants like and Alibaba. Read more here.
  • The six largest Southeast Asian countries (Indonesia, Malaysia, Philippines, Singapore, Thailand, and Vietnam) reached $7 billion in total revenues in 2013 and will grow at a CAGR of 37.6 percent to reach $34.5 billion by 2018. Read more here.

So when I recently attended the iMedia Online Retail Summit, I jumped at the chance to discuss with the audience the benefits of moving their e-Commerce business to the cloud as well as discussing some very interesting stories about e-commerce platforms based in Asia.

Here is a quick overview of the presentation:

e-Commerce on Cloud
There is no denying the high reliance on IT. e-Commerce portals need to handle a rising number of Internet users, provide a secure and convenient online payment system, and support lucrative offers by e-tailors. The problem is that the utilization is unpredictable (except holiday season when it is predictably unpredictable!). If your site slows or freezes, especially during a sale, it can be compared to shutting your store on Black Friday. Customers will abandon their carts, and the social media sites will erupt with negative remarks—recall the recent headliner, Flipkart faces social media backlash over ‘crashes’, ‘misleading’ pricing.

The dilemma: Over-allocate and over-pay for unused resources just to manage sudden shopping spurts, or under-allocate resources and suffer the wrath of the new-age shopper. Cloud resources seems like a natural solution when you don’t want to be stuck in the either-or situation. But, not just any cloud solution will do. If a provider has a lock-in period or contract (even if it’s short-term)—well that's not really cloud, now is it?

Similarly the cloud solution is not justifying your investments if it is going to charge you every time you, as an internal user, try to move your virtual servers across your operating geos to get closer to customers. For example: your next online sale is targeted at holiday shoppers in Singapore or you want to carry out test runs for your Amsterdam customer base, but your core virtual server originally resides in Melbourne.

Solving e-Commerce Challenges with SoftLayer
I like using this image as it gives a great view into how SoftLayer can help e-commerce and e-tail customers manage day-to-day scenarios. From seasonal site traffic spikes to needing backup solutions for business continuity, SoftLayer has a solution for it. Plus SoftLayer brings advantages gleaned from working with e-commerce giants over the past decade.

Walking the Talk—Businesses that are Leveraging Cloud . . . Successfully!
In October 2014, Natali Ardianto,'s CTO, gave a keynote address at Cloud Expo Asia about building one of Indonesia’s largest online travel and entertainment portals. When it first launched a few years ago, faced TCP, DoS, and DDoS attacks while hosting unsuccessfully on two different IaaS providers. The company needed a highly stable infrastructure delivering consistent performance and reliable support to ensure site uptime and a smooth end-user experience. chose SoftLayer to support its site. Running on SoftLayer bare metal servers, systems are now able to handle more than 300 API requests per minute and has experienced a 75 percent cost savings. Watch Natali's video where he discusses his cloud experience, or read the detailed case study. is an impressive collection of over 5 million real-time international hotel deals, a database of more than 800,000 properties and an affiliate base of over 20,000 companies. The company uses a combination of SoftLayer bare metal and virtual servers, load balancers, and redundant iSCSI storage. This provides the company with several thousand cores of processing power and enables it to remain lean and move quickly. The company also uses the SoftLayer infrastructure to provide real-time predictive models to the website and to support its business intelligence tools. Read the detailed case study.

Photo credits @iMediaSummit

While at the conference, I met up with a great bunch of entrepreneurs, startups and giants from across Asia. It was amazing to hear about the journey and growth plans of Rakuten, Life Project, Qoo10, Telunjuk,, and many more. Keep your ears open this coming year. The e-commerce landscape is rapidly progressing and these guys are weaving the fabric.


–Namrata (Connect with me on LinkedIn or, Twitter)

January 19, 2015

Asia Startup Series: It's All About Making the Most of Your “Professional Social Life”

Startups are near and dear to our heart at SoftLayer; just take a look at the Catalyst program. That’s why we are so excited to see the startup scene in Asia growing at a tremendous pace. The fact that venture capitalists are now setting aside funds especially for young technology companies in this part of the world brings to focus the absolute potential of this market. Some of the big funds announced in 2014 include: the Singapore government's $48 million fund distributed among six venture capital firms, Japanese mobile gaming giant GREE Ventures’ new $50 million fund, Softbank and Indosat’s partnership to launch a $50 million fund for Indonesia, and Softbank’s $20 million fund for the Philippines.

*This is Part 2 of the Asia Startup Series. Read Part 1: Drawing Board Events: Event Planning Goes the Way of the Cloud

Australia is a hotpot of ideas and over the years a number of local startups have shot to fame. Seedstarsworld released this overview of the Sydney startup scene. In April 2014, Insight Venture Partners invested US$250 million in a Sydney-based email marketing company. Much more recently, U.S. venture capital fund Technology Crossover Ventures invested US$30 million in an Australian online hotel distribution company. With all the momentum Down Under, this seems like a great time talk about one Australian startup that has a pretty cool idea to share.

Working with startups is brilliant because there are no limits to how much one can blur the lines, extend the lines, distort the lines, join two lines to reinvent the boring the stuff, or bring in something brand new. ChannelPace is perhaps one of my favorite examples of such line-blurring ideas.

Picture this: As a business, it is imperative that you have a complete track of who your customers, your prospects, and even your potential employees are. When the world recognized this, we saw some really nice CRM (Customer Relationship Management) tools come to market. The problem, however, with such tools is that the contact ownership is with the business, while the relationships are built by the people (the sales, marketing and support teams). Attrition is a reality, and when an employee leaves a company, the contacts, relationships, and information they’ve made often slip through the cracks. Of course that individual could continue to nurture those relationships through popular social channels. But keeping track of the hundreds, if not thousands, of contacts is nearly impossible, especially if the contacts themselves change companies.

And, this is where ChannelPace, an Australian-based startup, managed to merge and blur the lines. Greg Furlong, CEO of ChannelPace, attended SoftLayer’s Melbourne data center launch party last October, and that's where we started discussing the unique value his startup provides. Greg defines ChannelPace as the world’s first crowd-sourced contact management system.

He said, “The contacts we make during our working lives are some of our most valuable assets. And at its core, ChannelPace is designed to enable users to get their contacts organized in one place and available across all their Web-capable devices. The premise is that individuals own contacts, and our system enables sharing between users at the same company, thereby harnessing the knowledge of co-workers. When a ChannelPace user moves to another company, they take their contacts, and an imprint is left behind.”

This cloud-based system has the best of both worlds: a CRM system and a social channel. Contacts may be entered in the same manner as a traditional CRM system, or via business networking, in a manner similar to LinkedIn. Only one record is ever kept of a business card, keyed on the unique email address, and then people with the same contacts or in the same company all participate in updating the information—all without necessarily being connected to or aware of each other. Crowd-sourcing ensures information is always up-to-date, which is more efficient and effective, giving companies and individuals a competitive advantage.

Here is a snapshot of my conversation and the innumerable email exchanges with Greg:

The crowd-sourcing concept was great, but why would an organization appreciate and implement this system if they were no longer contact owners?

Greg: The first pillar of the ChannelPace system, contact management, provides people with a place to enter their business contacts. As the only way into the system is via a work-issued email address, we bring users from the same company together by creating a dynamic CRM system where everyone in the same company’s contacts are pooled. Individuals still “own” their contacts, but now everyone in the same company has access to the contact knowledge of all other ChannelPace users in their company. When you leave your company, you lose access to the shared knowledge. When you start at a new company, your contacts are now pooled with other ChannelPace users at your new company. In this way, we are providing a contact management system where users have an active interest in using it, as it is their information. Traditional CRM relies on users within the company keeping information updated. ChannelPace does this also, but we extend the updating reach to any other users around the world with access to the same contacts, which makes it more reliable and relevant.

Why did you decide to build ChannelPace as a cloud-based system?

Greg: We began building the company in 2013 with a mission to disrupt the CRM industry and displace dominant players like LinkedIn, Google+, and Salesforce. In order to compete at that level, we realized that ChannelPace needed a scalable, global cloud infrastructure platform that was nimble, reliable, and easy to implement. Hence the move to cloud. We were also looking for local presence, redundancy on multiple continents, load balancing, and as workloads increase in specific areas, high scalability. We considered numerous cloud providers including SoftLayer, Amazon Web Services, Google Compute Engine, Rackspace and Microsoft’s Azure. Finally, we decided to sign up with SoftLayer.

Why SoftLayer?

Greg: Two of ChannelPace’s priorities were global reach and scalability. ChannelPace now operates in 56 countries, and SoftLayer’s growing number of data centers and global network makes it easy for us to expand and grow our business. Also, SoftLayer’s network-within-a-network architecture is quite unique and enables us deliver unlimited traffic “on network” between servers in different data center locations around the world. When you’re looking to make an immediate impact on an industry, it’s important to work with a provider who you truly consider to be an extension of your business.

The system has immense potential. What are your growth plans for ChannelPace in 2015?

Greg: Like any other startup, we want to focus on aggressive market expansion and customer outreach. We have set high targets for ourselves, and towards that we are currently developing iOS and Android apps to extend the ChannelPace service to mobile. We also have a couple of tweaks and innovations in pipelines and 2015 is going to be super exciting for us.

I think it's great that my work life now has the potential to become a “professional social life!”

–Namrata (Connect with me on LinkedIn or, Twitter)

December 12, 2014

Asia Startup Series: Event Planning Goes the Way of the Cloud

Startups are near and dear to our heart at SoftLayer; just take a look at the Catalyst program. That’s why we are so excited to see the startup scene in Asia growing at a tremendous pace. The fact that venture capitalists are now setting aside funds especially for young technology companies in this part of the world brings to focus the absolute potential of this market. Some of the big funds announced in 2014 include: the Singapore government's $48 million fund distributed among six venture capital firms, Japanese mobile gaming giant GREE Ventures’ new $50 million fund, Softbank and Indosat’s partnership to launch a $50 million fund for Indonesia, and Softbank’s $20 million fund for the Philippines

A key driver behind any startup looking to score funding from these big boys is the ability to handle unpredictable growth and achieve scale rapidly. Over the next few months, we’ll take a look at how we are helping our startup customers grow, scale, and succeed in Asia.

Drawing Board Events
It is hard and stressful planning a party for someone else’s big day. Birthday parties, wedding showers, and retirement parties take a lot of planning and attention to detail. The corporate world has its own set of events and challenges. That's why when I met Terence Woo at one of the startup meet-ups recently, his new venture, Drawing Board Events, made me sit up and say, “Now, that's what I need.”

After sifting online through vendor after vendor for his own wedding and calling each individually, Terence had a brilliant idea. Two years later, alongside co-founder, Samuel Stacey, he created a one-stop shop where users can browse user-reviewed vendors by categories: venues, décor, flowers, photography, cakes, and so on. After completing a quick five-minute event detail eform, users can simply click on “request quote” from as many vendors as they like. Vendors receive the request, and then quotes are emailed back—saving users the hours spent calling different vendors and providing the details over and over again.

According to Terence, right from the onset, Drawing Board Events decided to go the way of the cloud. There was no question that to achieve scale they needed a strong, reliable and flexible infrastructure. I asked him to give me three reasons why cloud is working for them, and here is what he shared:

  1. A highly competitive industry needs a quick turnaround time.
    Provisioning of events services is a highly competitive, though traditionally slow to innovate, market. Focusing on a collection of sub-industries (photography, décor, flowers, and so forth) as opposed to a single vertical market, requires housing the latest information in one location. By giving the service provider ownership over its own profile, the company is incentivized to keep its data up-to-date. Additionally, ensuring that the users are able to access updated information in real time requires a highly reliable platform.
  2. A growing database depends on a growing IT infrastructure.
    Data storage is infrastructure-hungry; there are no two ways about that. And as a business grows, so does its data. In order for Drawing Board Events to collect information on all event sub-industries, vast databases need to be housed and maintained. These databases can be stored, computed, and managed easily via the cloud. Sometimes the computing and storage needs fluctuate, and because the cloud is scalable, Drawing Board Events can add or subtract storage when and where it is required. The company needs powerful servers to handle its database workloads, as well as a cloud environment flexible enough to scale with its business.
  3. The Catalyst Startup Program got them what they needed.
    Drawing Board Events joined Catalyst after their business idea formalized and was structured. With SoftLayer, they were able to quickly host the website and access storage solutions best suited for their growing business. As a member of the program, they now have access to SoftLayer’s complete portfolio of services and can hop on SoftLayer's global network backbone.

    Although currently in the pilot stage, the startup has a huge list of subscribers who are finding the website an exciting and helpful way to plan events. Moving forward, Terence is hoping to add a real-time booking system for users ready to make buying decisions, as well as develop a more robust, proprietary communications dashboard for users and vendors. He also hinted at some exciting upcoming innovations that will need a heavy tech foundation and greater dependency on the cloud.

Even though I couldn't pry all the details from him, I am already sold and can see myself as the official party planner for my family—that is, of course, with the help of Drawing Board Events. The best thing is that I’ll have over 14 categories to choose from and more than 250 service providers at my fingertips. Planning a party just got easier. Just imagine if I had to contact all those vendors—now that ain't no party my friend!

(Connect with me on LinkedIn or, Twitter)

November 4, 2014

Cloud Conversations Ruled at the SoftLayer Asia Roadshow

Kuala Lumpur, Jakarta, Bangkok, Singapore, & Hong Kong

For those who couldn’t make it to one of the sessions, here are some of the highlights from our Kick aaS five-city SoftLayer whirlwind tour. For the scoop on the entire event, check out the first Asia Roadshow blog.

We met with amazing startups, developers, and entrepreneurs during our technical workshops who were all eager to explore, grow, and exploit cloud computing to its full capacity. We talked about industry best practices and global trending use cases.

It’s so exciting to see the tech community interested in the cloud adoption in Asia and where and how it’s taking today’s businesses!

Tales From #SLAsiaRoadshow

Harold Smith, director of sales engineering at SoftLayer (@Hslmith), kick started the workshops with an introduction to SoftLayer’s cloud infrastructure and business model. He discussed: the security of private clouds, the applicability of auto-scaling, tagging virtual servers, assigning static IPs, moving workloads between onsite servers and SoftLayer environment, and so much more.

Kevin Tan (@s1lve3rd3m0n), CEO, Double Edge Software and Iskandar Reza (@iskandarreza), Cirrus Byte commented that the introduction to the company was an eye opener, and they were glad to get the technical overview of the services, control portal and flexibility offered by SoftLayer cloud.

A chunk of the workshop focused on technical hands-on-training. Phil Jackson, lead developer advocate (@underscorephil), and Chris Gallo, developer community advocate (@allmightspiff), set up attendees with demo accounts to run test scenarios and taught folks how to automate a blog on the cloud.

Casey Lau, Catalyst lead (@casey_lau) and Mic Kwok, sales engineer, also joined us in Hong Kong to discuss how other startups leverage the cloud.

"I am not really a techie, but the presentation, set up of the servers, and login was so nice and easy. I would definitely recommend this workshop and SoftLayer to my startup friends in KL [Kuala Lumpur] and PJ[(Petaling Jaya]."
- @hazimsufyan, a student of IT and business technology

Reaching Out to the Asian Community

One the reasons we planned this workshop series was to help inform the startup and developer communities in Asia about the various cloud models available to deploy their innovative ideas and applications.

"The monthly and hourly packages offered without contracts are amazing as most of us would not want to be tied in long-term contracts."
-@jemhor, a consultant in mobile applications and technology space

"Definitely a good start for those who want to know more about cloud. After these sessions, we can definitely play around, compare various services, and go about building our own cloud."
- Steason Tee, Founder of Freak Lab

Thank You

A big shout out to all who attended #SLAsiaRoadshow and for the interesting discussions had. If you're looking for more dirt on SoftLayer at the Asia Roadshow, take a peek at e27's blog.

Also, thanks for the suggestions on what you would like to see in the next workshop, ideas on what startups would like to see from the cloud industry, and on how SoftLayer can continue building and improving itself. Keep them coming!

For more information on the workshops or to register for upcoming cities, drop us a note at

(Connect with me on LinkedIn or, Twitter)

October 6, 2014

G’day, Melbourne! SoftLayer’s LIVE in Australia.

Today, we’re excited to announce the launch of the newest SoftLayer data center in Melbourne, Australia! This facility is our first on the continent (with Sydney planned for later in the year), and it delivers that trademark SoftLayer service to our clients Down Under.

Our Aussie Mates

Over the years, our customer base has grown phenomenally in Australia, and it should come as no surprise that customers in the region have been clamoring for a SoftLayer data center Down Under to bring high performance cloud infrastructure even closer to them. These customers have grown to immense proportions with ahead-of-their-time value propositions and innovative ideas that have turned heads around the world.

A perfect example of that kind of success is, an online travel platform designed to streamline the process of searching for and reserving hotel rooms around the world. Their story is nothing short of brilliant. A startup in 2005, they today serve more than 25 million visitors a month, has more than 20,000 affiliates, and a database of 800,000+ properties worldwide. partnered with SoftLayer to provision bare metal servers, virtual servers, load balancers, and redundant iSCSI storage around the world to best serve their global customer base. Additionally, they implemented data warehouse and predictive analytics capabilities on SoftLayer for their real-time predictive models and business intelligence tools.

Another great story is that of The Loft Group. I wrote about how they chose our cloud platform to roll out their Digital Learning Platform in a previous blog. They needed performance, analytics, monitoring, and scalability to accommodate their massive growth, and we were able to help.

Benefiting Down Under

Many of you have seen news about IBM’s plans to expand SoftLayer into Australia for a few months now. In fact, at the recent IBM Cloud Pre-Launch event (view the full event on demand here), Lance Crosby shared our vision for the region and the synergy that we are looking to create in the market.

Our expansion into Melbourne means that our customers have even more choice and flexibility when building their cloud infrastructure on our platform. With Australian data residency, many of our customers in Australia with location-sensitive workloads or regulatory/compliance data requirements immediately benefit from the new location. Additionally, with network points of presence in Sydney and Melbourne, users in Australia will see even better network performance when connecting to servers in any SoftLayer data center around the world. Users looking for additional redundancy in APAC have another location for their data, and customers who want to replicate data as though they are in the same rack can do so between Australia and one of our other locations.

Let the Bash Commence

To celebrate this exciting milestone, we have quite a few things lined up for the region. First up, a special promotion for all those who would like to check out the performance of this facility—new customers and our existing loyalists. You can get US$500 off on your first month's order (bare metal, private virtual, public virtual—anything and everything listed in our store!) for the Melbourne data center. More details on the promo, features, and services are available here.

Next up—parties! We have a couple of networking events planned. SoftLayer customers, partners, enthusiasts, and friends are invited to join us in Melbourne on October 9, and Auckland, New Zealand, on October 15 for a fun evening with SLayers and peers. If you’re in the area and want more details, email us at with the following information:

  • Subject: I Would Like to Attend SoftLayer Night: Celebrating Data Centre Go-Live
  • Body: Your Name, contact phone number, city where you would like to attend, and one line about why you would like to attend.

Space is limited, and you don’t have much time to reserve your spot, so let us know as soon as possible.

These are exciting times. I’m extremely eager to see how Australian businesses leverage these new in-country facilities and capabilities. Stay tuned for new stories as we hear from other happy customers.


September 17, 2014

SoftLayer Asia Roadshow Kick-starts its 5 City Tour

To help developers understand the benefits of the cloud and how to make their business scalable with the Softlayer environment, SoftLayer, in partnership with e27, is excited to announce the SoftLayer Asia Roadshow. The roadshow will stop in five cities:

  • Kuala Lumpur, Malaysia — October 1, 2014
  • Jakarta, Indonesia — October 3, 2014
  • Hong Kong — October 8, 2014
  • Bangkok, Thailand — October 10, 2014
  • Singapore — October 15, 2014

Designed as a half-day workshop with SoftLayer product and technical mentors, attendees will interact with instructors on how SoftLayer solutions scale and perform the way they do. The team will also take you through real business cases of how technical teams improved their performances in industries such as e-commerce, social media, and mobile gaming.

What you can expect at the workshop:

  • Practical and technical advice that you can apply immediately to help resolve trouble spots and improve performance in your organization’s IT environment
  • Learn how SoftLayer servers are provisioned so that you can build your own public and private node virtual servers
  • Learn and leverage SoftLayer Application Programming Interface (API) to interact with your account, products, and services

Who you will meet:

SoftLayer Road Show


If you are a startup, developer, or an entrepreneur looking to hone your cloud skills then this workshop is for you. Since there are limited seats in each location, visit to register, and the team will get back to you.


April 29, 2014

The Media Industry is Making the Move to Cloud

Rumor has it that at the entire rendering of James Cameron’s “Avatar” using 3DFusion required more than 1 petabyte of storage space. This is equivalent to 500 hard drives of 2 terabytes each, or a 32 year-long MP3 file! The computing power behind this would consist of about 34 racks, each with 4 chassis containing 32 machines. All of that adds up to roughly 40,000 processors and 104 terabytes of RAM.

High-res, long-form media files that can reach hundreds of gigabytes of storage are regular phenomena in the media industry. Whether it’s making the next “Avatar” or creating the next big, viral ad campaign, technology is fundamental to the media industry. But, the investment required to set these up is enough to boggle the mind and dissuade even the high risk-takers. So, why buy when you can rent?

Cloud allows you to rent, own, use, and return the infrastructure with no capex. That gives users access to unlimited compute power, including servers, network, storage, firewalls, and ancillary services, all available on demand, with pay-as-you-go billing offered hourly or monthly.

Cloud services are an increasingly viable avenue for the industry to leverage and support the performance needs of online media storage, as well as collaboration environment. The benefits of a customizable approach to the cloud include: digital archives, production support, broadcast facility resiliency, high-intensity processing, and derivatives manufacturing for transcoding and encrypting. An on-demand, scalable infrastructure is the next step toward reducing production and operations costs, simplifying data access, and delivering content faster to the end user.

This year at ad:tech asean, SoftLayer will present on how the media industry is utilizing cloud infrastructure. So, I thought this would be a good opportunity to share some interesting customer stories about media companies at the top of their games and successfully growing their businesses on the cloud. Here are two of those stories.

The Loft Group, an Australian creative digital agency, specializes in creating e-learning campaigns for global brands. The company won a contract with cosmetics giant L’Oreal but realized that in order to go big with their platform, they needed technology that provided their support team with the necessary analytics. The Loft Group selected SoftLayer as the cloud platform for its digital e-learning campaigns. Moving their services to the cloud helped the company achieve global scale, consistent performance across multiple countries and grow at a pace which slashed a 3- to 5-year transformation timeline down to just months.

According to eMarketer’s forecast, global e-commerce sales will top $1.2 trillion by 2016. That growth is projected to continue by 20 percent every year. Ad personalization is playing a larger part in maximizing e-commerce business. To keep up with the demands of real-time ad personalization, companies like Struq, an ad personalization platform, require an infrastructure that can process high volumes at high speeds.

Struq offers highly targeted ad campaigns across a range of promotional platforms. The company often handles more than 2 terabytes of raw event data every day, processing more than 95 percent of requests in fewer than 30 milliseconds. And when the company’s growing European customer base demanded immediate server allocation, Struq turned to SoftLayer for scalability. We were able to offer on-demand provisioning as well as the low latency their customers required. A detailed story of how Struq achieved the requisite scalability and success with SoftLayer is available here.

More stories to come, so stay tuned! In the meantime, you can hear more customer stories during the first leg of ad:tech asean, a prelim roadshow in Jakarta, Kuala Lumpur and Bangkok.


March 19, 2014

An Inside Look at IBM Cloud Event 2014 in Hong Kong

On March 17 in Hong Kong, IBM and SoftLayer successfully concluded the first of many intimate cloud events. IBM Cloud Event 2014 marked the beginning of the $1.2 billion investment committed towards our global expansion plans.

Growing from 13 to 40 data centers is no mean feat, and Hong Kong is the starting point. Not only does this give our customers data redundancy in Asia-Pacific, but also provides data residency to our Hong Kong-based customers. Quite simply, we are growing where you want to grow.

For me, there were three key takeaways from the event.

We’re seeing overwhelming support from our customers.
Not only did we have an opportunity to host our Hong Kong clientele, but many also traveled from cities in Greater China to be a part of this milestone. It was immensely gratifying to see them being vocal advocates of SoftLayer services. Natali Ardianto from, Chris Chun from 6waves and Larry Zhang representing ePRO all shared their brilliant stories with the audience.’s co-founder, Natali, is especially proud of the fact that the company sold out 6,000 tickets for the K-Pop Big Bang Alive concert in 10 minutes, while their competitor’s site was unable to meet the huge demand and shut down for four hours during the peak period., founded in 2011, faced TCP, DoS and DDoS attacks and tried hosting unsuccessfully on two different IaaS providers before moving to SoftLayer’s infrastructure services in 2012.

6Waves, a gaming publisher, was started in 2008. Today, built on SoftLayer, 6waves has grown to the #1 third-party publisher on Facebook. 6waves manages 14 million monthly active users and 2 million daily active users. Chris, 6waves’ CTO and co-founder, shared that since 2009 6waves has launched more than 200 games on SoftLayer.

Larry Zhang, ePRO’s senior IT manager and architect, had a similar story to share. The B2C e-commerce platform, part of China-based DX Holdings, supports more than 200,000 items in 15 categories and saw a 66 percent increase in customers from October 2011 to September 2013. ePRO is now looking to cater to the US and Australian markets, and Larry believes that SoftLayer’s aggressive expansion plans will help them meet their goal.

SoftLayer in Hong Kong

There is a vested interest in the SoftLayer-IBM integration roadmap.
Large enterprises are moving towards the cloud. This is not a forward-looking statement, it's a fact. And from the feedback gathered and the questions put up by these organizations, it is clear that they are investing in leveraging cloud services for improving their internal processes and for bringing services to their end customers more quickly. Lance Crosby presented a SoftLayer-IBM integration roadmap. With SoftLayer forming the foundation of IBM's cloud offerings—SaaS, PaaS and BPaaS—there is no doubt that we are as invested in this partnership as our clientele.

The strong startup community in Hong Kong is committed to growing with Softlayer.
Catalyst, SoftLayer's startup incubator, has always had a strong presence in Hong Kong, and the startup spirit was evident on March 17 as well. The dedicated roundtable conducted for the community with Lance Crosby and Casey Lau, SoftLayer's Catalyst representative for APAC, was the highlight of the day. Lance left us with a powerful thought, "We are here to be an extension to your infrastructure... The question is what can you build on us."

All in all, this was a great start to our new journey!

- Namrata

Subscribe to Author Archive: %