Posts Tagged 'Asia'

November 20, 2014

Beijing Readies for SoftLayer Events

To get in touch with our customers in China, we have planned a series of activities in Beijing. From hands-on workshops to large conferences, we have something for everyone.

Technical Workshop

Riding on the success of our SoftLayer Asia Roadshow in October, we are excited to announce that we are extending the workshop to China. Partnering with e27 and TechNode, we hope to continue helping developers understand the benefits of the cloud and teaching how to make businesses scalable with the SoftLayer environment.

Designed as a half-day workshop with SoftLayer product and technical mentors, attendees will interact with instructors learning how SoftLayer solutions scale and perform the way they do. The greater China roadshow will stop in three cities:

  • Beijing — November 25, 2014
  • Shenzhen — December 11, 2014
  • Taipei — December 18, 2014

Customer Meetups

To wrap up each technical workshops, we invite current SoftLayer customers and business partners to a relaxing evening of cocktails, dinner, music, and socializing. We’ll be sharing exciting news about our upcoming data centers in Asia—you won’t want to miss it!

Dinner is on us, so let us know if you can make it.

Conference Sponsorship

SoftLayer is excited to sponsor two main conferences in Beijing this November. They are:

WHD.Asia 2014
  • The world’s largest series of events for the hosting and cloud service market.
  • November 21, 2014
  • China World Summit Wing Hotel
  • For free registration, use the promo code GCH8BERA.
Big Data & Innovation Analytics Summit
  • Hear innovations from the Asia Pacific's largest gathering of Big Data industry leaders in a fast-growing community.
  • November 27-28
  • Regent Beijing
  • Purchase your pass online here. Use the promo code softlayer20 for a 20% discount.

Drop us a note at marketingAP@softlayer.com if you’re interested in meeting us at any of the above events, and we will provide you more information!

We look forward to welcoming you soon to a great event in Beijing, China.

For all our readers in Asia below you will find the blog in its Chinese translation!

北京一切准备就绪 - 与SoftLayer一起探索!

SoftLayer11月计划在北京将举行一系列市场活动 – 从由浅入深的技术研讨会到大型全球云的会议, 我们都希望有一个活动能适合您!

SoftLayer 亚洲巡演
SoftLayer 亚洲巡演于今年 10 月 1 日在亚洲展开, 很荣幸能与开发者,创业认识一起探索云计算的力量。这次巡演目的是让技术开发人员和小企业理解SoftLayer云架构和好处,以及让了解云能如何使他们的业务迅速发展。我们很高兴宣布这次和e27 以及TechNode,合作, 一起合办大中华地区巡演。

SoftLayer巡演是一个半天的活动,与会者将与导师互动,了解SoftLayer的解决方案, 如何以个人的方式扩展业务及在云上执行其功能。SoftLayer也会分享一些不同行业的成功案例, 如电子商务,社交媒体和移动游戏等等, 将让您了解不同行业以云创业的过程。以下是巡讲城市/日期:

  • 北京站 - 2014年11月25日
  • 深圳站 - 2014年12月11日
  • 台北站 - 2014年12月18日

客户聚餐
为了更深入了解客户的需求,SoftLayer在以上城市也邀请SoftLayer客户和业务伙伴一齐聚餐。 与SoftLayer亚太区域主管,以及经验丰富的解决方案专家和客户经理一起轻松共享音乐,聚 餐, 联系不同行业专家!同时, 我们也分享亚洲即将到来的数据中心等令人振奋的消息!请点此了解详情。

行业峰会赞助
与此同时,SoftLayer本月在北京也赞助以下两个会议, 希望届时也能在以下活动与您见面:

  • WHD.china世界主机大会中国站将于11月21日在北京中国国贸大酒店举行 - 您可到官方网站注册时输入该优惠码GCH8BERA便能免费参与本次会议的机会;
  • 大数据和分析创新峰会将于11月27,28日在北京?晶酒店举行 - SoftLayer 客户在网上购票可享有8折优惠,请到官方网站注册输入代码softlayer20。

如有任何疑问,欢迎您电邮到我们的邮箱marketingAP@Softlayer.com 查询。

此致,

- Winifred Wong (王秋坪)

Categories: 
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 marketingAP@softlayer.com.

Cheers
-Namrata
(Connect with me on LinkedIn or, Twitter)

September 22, 2014

Becoming a SLayer in Hong Kong

When I came on board at SoftLayer, the company was at the beginning of a growth period. IBM had just invested $1.2 billion to build 15 new data centers all over the world including one in Hong Kong—I was excited to get to work there!

Before I joined the Hong Kong data center’s Go Live Team as a server build tech, I went through a lengthy interview process. At the time, I was working for a multinational bank. But after the Chinese New Year, something inside me said it was time to take on a new challenge. Many people in Chinese cities look for new opportunities around the New Year; they believe it will give them luck and fortune.

After much anticipation (and interviews and paperwork), my first day was finally here. When I arrived at the SoftLayer data center, I walked through glass security doors and was met by Jesse Arnold, SoftLayer’s Hong Kong site manager; Russell Mcguire, SoftLayer’s Go Live Team leader whom I met during my interview process; and Shahzad, my colleague who was also starting work that day.

Shahzad and I felt very welcomed and were excited to be joining the team. During our first-day tour, I took a deep breath and said to myself, “You can do this Ying! This is transition, and we never stop learning new things in life.” Learning new things can be challenging. It involves mental, physical, and emotional strength.

Inside the Data Center: Building Racks!

When our team began to build racks and work with cables it was uncharted, but not totally unfamiliar territory for me. For a time, I worked as a seafarer cadet electrician on a container ship. I have worked with cables, electric motors, and generators before—it was just in the middle of the ocean. So, needless to say I know cables, but SFP cables were new. With the help of my colleagues and the power of the Internet, I was on my way and cabling the data center in no time.

When we build a server, we check everything: the motherboard, processors, RAM, hard drives, and most importantly, OS compatibility. After learning those basics, I started to look at it like a big puzzle that I needed to solve.

Inside the Data Center: Strong Communication!

That wasn’t the only challenge. In order to do my job successfully and adhere to data center build procedures, I had to learn the best way to communicate with my colleagues.

In the data center, our team must relay messages precisely and provide all the details to ensure every step in the build-out process is done correctly. Jesse constantly reminds us what is important: communication, communication, communication. He always repeats it three times to emphasize it as a golden rule. To me, this is one sign of a successful leader. I’m glad Jesse has put a focus on communication because it is helping me learn what makes a good leader and SLayer.

Inside the Data Center: Job Satisfaction!

I am so happy to be working at SoftLayer. All the new challenges I’ve been faced with remind me of Nike’s slogan: Just Do It! And our young team is doing just that. We work six days a week for 14 hours a day. And for all of that time, I use my mental and physical strength to tackle my new job.

I’ve learned so much and am excited to expand the knowledge base I already have, so I can be a stronger asset to the SoftLayer team.

I consider myself a SLayer that is still-in-training because there is more to being a SLayer than just building racks. SLayers are the dedicated people that work at SoftLayer, and they’re my colleagues. As my training continues, I look forward to learning more and to continue gaining more skills. I don't want to get old without learning new things!

For all our readers in Asia below you will find the blog in Mandarin translation!

在我刚刚来到SoftLayer的时候,它正处于发展的初级阶段。那时候,IBM公司正投资了120万在世界各地建立数据中心,其中一个在香港。我非常荣幸我可以在这里工作!

在我加入香港数据中心——Go Live Team,成为一个服务器构建技术员以前,我经历了一个很长的面试过程。当时,我正在为一家跨国银行工作。然而,中国农历新年以后,我的内心告诉我,是时候要迎接新的挑战了。很多中国人在新年的时候寻求新的工作机会,他们相信,这会给他们带来好运和财富。

经过一番前期工作(还有采访和文书工作),我终于迎来了新的第一天。当我来到SoftLayer数据中心的时候,我穿过玻璃安全门,见到了SoftLayer香港站的经理——Jesse Arnold,我曾经采访时遇到的SoftLayer里Go Live Team的组长——Russell Mcguire,还有Shahzad,和我一样第一天开始工作的同事。

Shahzad和我都觉得非常的开心和兴奋能够加入这个组。在我们第一天工作的时候,我深深地吸了一口气,对自己说:你可以做到!这是一个进步的过程。我们从不会停止学习新的东西。学习新的东西是很有挑战性的,它包含了心理、身体和精神的力量。

在数据中心里面:建筑架!
当我们的团队开始构建建筑架和电缆的时候,它们都是新的东西。但不是完全不熟悉它们。以前,我的工作是在集装箱船的海员电工。那时候我的工作和电缆、发动机、发电机打交道,虽然它们都只是在海里,但是,我很确定我了解电缆,我很容易的上手了数据中心的工作。

当我们建立一个服务器的时候,我们得检查每一样东西:主板、处理器、内存、硬盘,还有最重要的,操作系统的兼容性。了解了这些基本的东西以后,我把它当做一个摆在面前的难题,认真地对待。

在数据中心里面:很强的沟通能力!
这并不是唯一的挑战。为了成功地做好我的工作,在建立数据中心的过程中,我必须学会用最佳方式和我的同事沟通。

在数据中心,我们的的团队必须精确地传送信息,并提供所有的细节,以确保扩建过程中每一个步骤正确地完成。Jesse不断地提醒我们,沟通交流是非常重要的。他强调沟通是黄金规则。对我来说,这是一个成功领导者的标志之一。我很高兴Jesse已经把重点放在沟通作为重点,因为它帮助我学习,什么是一名优秀的领导者。

在数据中心里面:工作满意度!
我很高兴可以在SoftLayer工作。面对所以新的挑战,我都度自己说:放手去做!我们年轻的团队都在努力。我们每周工作六天,每天14小时。那段时间内,我把我所有的精力都投入到了我的新工作中。

我从我的经历中学到了很多,增长了很多知识。所以我可以说,我给SoftLayer团队带来了价值。

我把自己当做一个让在学习进步的技术员,因为一个技术员不仅仅要会构架。精英是在SoftLayer执着工作的人们,他们是我的同事。由于我正处于训练学习阶段,我期待学习更多知识和技能。活到老,学到老!

- Ying

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

Interested?

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 www.e27.co/softlayer to register, and the team will get back to you.

-Namrata

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.

-@namrata_kapur

April 22, 2013

Going Global: How to Approach Expansion into Asia

Asia is an amazing place for business, but companies from outside the region often consider it mysterious and prohibitive. I find myself discussing Asian business customs and practices with business owners from other regions on an almost daily basis, so I feel like I've become an informal resource when it comes to helping SoftLayer customers better understand and enter the Asian markets. As the general manager for SoftLayer's APAC operations, I thought I'd share a few thoughts about what companies outside of Asia should consider when approaching new business in the region.

Before we get too far into the weeds, it's important to take a step back and understand the Asian culture and how it differs from the business cultures in the West. The Asian market is much more relational than the market in the United States or Europe; significant value is placed on the time you spend in the region building new networks and interacting with other your prospective customers and suppliers. Even for small purchases, businesses in Asia are much more comfortable with face-to-face agreements than they are with phone calls or emails. Many of the executives I speak to about entering Asia argue they don't have time to spend weeks and months in the region, and they make whistle-stop trips in various countries to get a snapshot of what they need to know to make informed decisions. Their businesses often fail at breaching the market because they don't invest the time and resources they need to create the relationships required to succeed. Books, blogs (even this one), consultants and occasional visits aren't nearly as important to your success as investing yourself in the culture. Even if you can't physically travel to your target market for some reason, find ways to plug into the community online and become a resource.

Asia is not homogenous. There are 20 distinct countries and cultures, dozens of languages and hundreds of dialects. There are distinct legal systems, currencies, regulatory frameworks and cultural norms. From a business perspective, that means that what you do to appeal to an audience in Singapore won't be as effective for an audience in Japan ... This is not the United States of Asia nor is there an Asian Union. Having partners in Hong Kong does not get you into China; if you want to access markets in China, you need to build relationships with partners and customers in China. One of the biggest reasons for this in-country presence to understand and avoid a "death by a thousand cuts" situation where minor, seemingly insignificant questions and problems cumulatively prevent a business from successfully entering the market. Take these questions from customers as an example:

  • When I buy from your office in Bangkok, where is the contract jurisdiction?
  • I'm in Hong Kong. Can I pay in Hong Kong Dollars? Who takes the currency risk?
  • Corporate credit cards aren't common in Vietnam. Can I pay for my online purchase in cash?
  • If I sign up for a webinar, is it at a time convenient for me (i.e. repeated for other time zones), or do I have to be at my PC at 3am?
  • If you invite me to a meeting on 12/4, is that April 12th, or December 4th?
  • When I print whitepapers from your website, do I need to resize to a different paper size?

The way you handle currencies, time zones and how you present information are barometers of how approachable your business is for users and businesses in a particular market. Most users won't reach out to you to ask those kinds of questions; they'll just move on to a competitor who answers their questions without them asking. You learn about these sticking points by having people on the ground and talking to potential customers and partners. Since globalization is "flattening" the World Wide Web, the mechanics of hosting a site, application or game in a data center in Singapore are identical to hosting the same content in Dallas. It's easy to make your data locally available and have infrastructure available in your target market, but that's only a start. You need to approach Asian countries as unique opportunities to redefine your business in a way that fits the culture of your potential customers and partners.

In my next blog, I plan to share a few best practices about management, responsiveness and responsibility, positioning, operations and marketing in Asia. These posts are intended to get you thinking about how your business can approach expanding into Asia smartly, and if you have any questions or want any advice about your business in particular, please feel free to email me directly: dwebb@softlayer.com.

-@darylwebb

July 3, 2012

SoftLayer Asia - A Technology Market Full of Opportunity

The last few months have been extremely busy for SoftLayer Asia. SLayers from our Singapore office have been participating in all kinds of events — from small developer group meetups to massive conferences like CommunicAsia 2012 that brought in 35,000+ attendees from the APAC region's major markets, and our goal has been the same throughout: SoftLayer has the platform on which our customers can build the future.

Web Hosting Days 2012 - Bangkok
Web Hosting Days 2012 - Bangkok, Thailand

While our goal to help our customers "build the future" might seem like a tall order, the market in Asia needs the capabilities that only SoftLayer is able to provide. With the recent boom in smartphones and the growth of the region's huge network of connectivity infrastructure, Asian companies with global customer bases are facing an exciting market with a great deal of promise. In 2012 alone, analyst group Canalys forecasts:

  • An estimated 253.57 million smartphones in APAC in 2012 alone (compared to 224.08 million in North America).
  • APAC smartphone penetration is expected to exceed that of North America by 13%.

While that technology market is attractive, many business owners find that it can be equally intimidating. That sentiment is one the biggest reasons our customers share when we ask why they chose to to trust SoftLayer's SNG01 data center with their data. They need a platform that provides stability and on-demand scalability at an affordable price point, and they've seen SoftLayer deliver on all of those needs.

SoftLayer at Cloud Asia
SoftLayer CMO Simon West presenting at Cloud Asia 2012

You might think that having a foundation of the best technology platform in a technology-focused market guarantees success when it comes to launching social and Internet-based businesses, but that's only part of the story. The most important aspect of our customers' successes have been the creative, innovative solutions that they've been able to build because they're not worried about whether their infrastructure can keep up with their ideas. In Asia's crowded technology-centric market, a company's primary concern should be continuously meeting the needs of its rapidly evolving and growing customer base, and that's what we want to empower. Here are a few examples of SoftLayer customers we've seen that embody that mentality:

  • Tandif is an Indonesian based company that provides accurate and efficient auto-moderation of any web property connected to the Internet. Tandif's service is available in English and Bahasa Indonesia, one of the most vibrant internet and social media growth markets on a regional and global scale.
  • Wildby is a start up from the Joyful Frog Digital Incubator (regional affiliate of the Techstars program) that launched an application to addresses a region's unique technology need. Many parents are "guilty" of handing over their tablets or smartphones to entertain their kids in the car as they sit out the many crazy traffic jams in our major cities. Wildby's "edu-tainment" app allows children aged 3 to 7 yrs visually interact and learn new words and concepts anywhere they have access to the app.
  • Qyro — another JFDI graduate — was founded by an international team of entrepreneurs to build a patent-pending enterprise-based solution called Stubb, which provides users full-featured virtual document sharing and controls over both hard and soft copies.

Each of these companies has been very successful in their respective markets, and they're looking to SoftLayer to help them expand their business footprint in Asia to reach customers in North America and Europe. They absolutely love what our private network means for those goals: Geographic boundaries are blurred. Why is that important? Just how global is the Asian market?

Southeast Asia alone takes center stage when it comes to global adoption of the world's most popular Internet properties:

  • Indonesia, India and Philippines are part of the top 10 markets for Facebook users' growth, with Indonesia ranking #2 worldwide.
  • 21% of Indonesian online users visited Twitter.com in January 2011, making it the fourth highest country in terms of Twitter reach.
  • Malaysia is the #1 country in Southeast Asia when it comes to Foursquare user base (the USA is 167 positions lower)!

Needless to say, given the opportunity here and the passionate entrepreneurs trying to take advantage of it, SoftLayer Asia is going to be extremely busy for a long time.

-Dionne

March 29, 2012

SoftLayer Singapore - The Impact of Automation

We hosted our first quarterly networking event in Singapore yesterday, and as I spoke with the partners, prospects, customers and SLayers in attendance, I heard some incredible stories about struggles with scaling infrastructure and how SoftLayer has revolutionized the way our customers look at their physical and virtual infrastructure. As we talked about our experiences, one of my own "war stories" came to mind, and I got to share it:

On on a Sunday afternoon in March 2002, an earthquake hit Taiwan. It measured 6.8 on the Richter scale, and it shook buildings across the island, flattening some of them and wreaking general havoc in cities. Beyond the visible damage it caused, it took out the fiber landing stations in Taiwan, cutting off Asia Pacific Internet traffic from the US. Typically when a fiber cable system is cut, telcos will scramble to re-route their traffic to the next available path, but because North Asia was crippled by the quake, all Internet traffic in Asia was being routed through Australia, causing major congestion down under, resulting in virtually zero Internet connectivity to the rest of the world.

At that time, I was VP of Sales for a leading Singapore-based hosting company. I received a call on my sales hotline at 7am on the morning after the earthquake. The caller was the CEO of a major gaming company in Australia, and he sounded desperate. All his servers — hosted in the US at the time — were unreachable, and he had been calling hosting companies all over Asia to buy some dedicated servers to host the game for his Asian customers. While I couldn't help him when it came to getting connectivity to his servers in the US, I thought it would be easy to accommodate his request for hardware based in Asia.

I asked him what server configurations he needed, and he detailed 20 identical servers that needed to be up and running for his gaming application within 24 hours, highlighting that he was losing thousands in revenue by the day. He explained that the projected revenue loss would exponentially increase to thousands per hour if the game remained offline for 24 hours more. He gave me his RAM, hard disk, OS and Database requirements, and he added, "We need all of them to be on Woodcrest!"

I remember vividly saying, "Woodcrest what? Oh, yes, yes, we have those!" I told him I'd get back to him, hung up the phone and went straight to our provisioning manager. We stock to provide 20 servers, but we didn't have any Woodcrest CPUs. There was no way we could locate, rack and provision the requested servers 24 hours ... The best we could commit to was 10 days. Obviously, that wasn't going to work, but I wasn't discouraged. I was going to solve the problem.

I managed to scrape together 20 Woodcrest CPUs from different local electronics retailers, and after wrangling cheques from the finance department and getting the CEO to apply pressure the provisioning manager, I was able to "fast-track" the servers to a four-day provisioning time. When all was said and done, he was able to bring his game back online after losing out on 8 days of business. Despite the losses, being able to turn around that kind of order that "quickly" made me pretty proud.

10 years later, I can't believe how much things have changed.

SoftLayer automates almost all of the manual processes, and we're able to provision a dedicated servers in 2-4 hours. While that's a pretty impressive feat, it's even more amazing when you consider that we can bring up 20, 50 or 100 dedicated servers in the same time frame. Just look at what OMGPOP was able to do when their "Draw Something" app was downloaded 36 million times. That's what automation is all about. Anything that we can automate, we automate, and that makes for an unbeatable user experience.

If someone came to us today with the an urgent order similar to the one I dealt with in 2002, the entire interaction above would boil down to, "What specs do you need? *typing* Here's your order number. You can expect the machines to be provisioned within 4 hours." We'd be off the phone by about 7:20am, and by noon, all of the servers would be online and hosting the game. The craziest part is that we're not even satisfied with that turnaround time yet. Our commitment is to continue to innovate, automate and empower our customers through our customer portal and APIs, and because our goals are to get better and serve our customers faster, the carrot will always be in front of us ... the same way UPS has a philosophy of "constructive dissatisfaction."

I want to thank everyone who came to our networking event yesterday. I hope you learned a little something about SoftLayer because I certainly learned a lot about our customers in the dozens of conversations I had. If you weren't able to attend and want to see what you missed, we posted a few pictures on Flickr: SoftLayer Singapore - Quarterly Networking Event - March 28, 2012

SoftLayer Singapore

Do you have any infrastructure horror stories from the past like mine?

-Michael

February 22, 2012

An Insider's Look at SoftLayer's International Success

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

December 2, 2011

Global Network: The Proof is in the Traceroute

You've probably heard a lot about SoftLayer's global expansion into Asia and Europe, and while the idea of geographically diversifying is impressive in itself, one of the most significant implications of our international expansion is what it's done for the SoftLayer Network.

As George explained in "Globalization and Hosting: The World Wide Web is Flat," our strategic objective is to get a network point of presence within 40ms of all of our users and our users' users to provide the best network stability and performance possible anywhere on the planet. The reasoning is simple: The sooner a user gets on on our network, the quicker we can efficiently route them through our points of presence to a server in one of our data centers.

The cynics in the audience are probably yawning and shrugging that idea off as marketing mumbo jumbo, so I thought it would be good to demonstrate how the network expansion immediately and measurably improved our customers' network experience from Asia to the United States. Just look at the traceroutes.

As you're probably aware, a traceroute shows the "hops" or routers along the network path from an origin IP to a destination IP. When we were building out the Singapore data center (before the network points of presence were turned up in Asia), I ran a traceroute from Singapore to SoftLayer.com, and immediately after the launch of the data center, I ran another one:

Pre-Launch Traceroute to SoftLayer.com from Singapore

traceroute to softlayer.com (66.228.118.53), 64 hops max, 52 byte packets
 1  10.151.60.1 (10.151.60.1)  1.884 ms  1.089 ms  1.569 ms
 2  10.151.50.11 (10.151.50.11)  2.006 ms  1.669 ms  1.753 ms
 3  119.75.13.65 (119.75.13.65)  3.380 ms  3.388 ms  4.344 ms
 4  58.185.229.69 (58.185.229.69)  3.684 ms  3.348 ms  3.919 ms
 5  165.21.255.37 (165.21.255.37)  9.002 ms  3.516 ms  4.228 ms
 6  165.21.12.4 (165.21.12.4)  3.716 ms  3.965 ms  5.663 ms
 7  203.208.190.21 (203.208.190.21)  4.442 ms  4.117 ms  4.967 ms
 8  203.208.153.241 (203.208.153.241)  6.807 ms  55.288 ms  56.211 ms
 9  so-2-0-3-0.laxow-cr1.ix.singtel.com (203.208.149.238)  187.953 ms  188.447 ms  187.809 ms
10  ge-4-0-0-0.laxow-dr2.ix.singtel.com (203.208.149.34)  184.143 ms
    ge-4-1-1-0.sngc3-dr1.ix.singtel.com (203.208.149.138)  189.510 ms
    ge-4-0-0-0.laxow-dr2.ix.singtel.com (203.208.149.34)  289.039 ms
11  203.208.171.98 (203.208.171.98)  187.645 ms  188.700 ms  187.912 ms
12  te1-6.bbr01.cs01.lax01.networklayer.com (66.109.11.42)  186.482 ms  188.265 ms  187.021 ms
13  ae7.bbr01.cs01.lax01.networklayer.com (173.192.18.166)  188.569 ms  191.100 ms  188.736 ms
14  po5.bbr01.eq01.dal01.networklayer.com (173.192.18.140)  381.645 ms  410.052 ms  420.311 ms
15  ae0.dar01.sr01.dal01.networklayer.com (173.192.18.211)  415.379 ms  415.902 ms  418.339 ms
16  po1.slr01.sr01.dal01.networklayer.com (66.228.118.138)  417.426 ms  417.301 ms
    po2.slr01.sr01.dal01.networklayer.com (66.228.118.142)  416.692 ms
17  * * *

Post-Launch Traceroute to SoftLayer.com from Singapore

traceroute to softlayer.com (66.228.118.53), 64 hops max, 52 byte packets
 1  192.168.206.1 (192.168.206.1)  2.850 ms  1.409 ms  1.206 ms
 2  174.133.118.65-static.reverse.networklayer.com (174.133.118.65)  1.550 ms  1.680 ms  1.394 ms
 3  ae4.dar01.sr03.sng01.networklayer.com (174.133.118.136)  1.812 ms  1.341 ms  1.734 ms
 4  ae9.bbr01.eq01.sng02.networklayer.com (50.97.18.198)  35.550 ms  1.999 ms  2.124 ms
 5  50.97.18.169-static.reverse.softlayer.com (50.97.18.169)  174.726 ms  175.484 ms  175.491 ms
 6  po5.bbr01.eq01.dal01.networklayer.com (173.192.18.140)  203.821 ms  203.749 ms  205.803 ms
 7  ae0.dar01.sr01.dal01.networklayer.com (173.192.18.253)  306.755 ms
    ae0.dar01.sr01.dal01.networklayer.com (173.192.18.211)  208.669 ms  203.127 ms
 8  po1.slr01.sr01.dal01.networklayer.com (66.228.118.138)  203.518 ms
    po2.slr01.sr01.dal01.networklayer.com (66.228.118.142)  305.534 ms
    po1.slr01.sr01.dal01.networklayer.com (66.228.118.138)  204.150 ms
 9  * * *

I won't dive too deep into what these traceroutes are telling us because that'll need to be an entirely different blog. What I want to draw your attention to are a few key differences between the pre- and post-launch traceroutes:

  • Getting onto SoftLayer's network:. The first reference to "networklayer" in the pre-launch trace is in hop 12 (~187ms). In the post-launch trace, we were on "networklayer" in the second hop (~1.5ms).
  • Number of hops: Pre-launch, our network path took 16 hops to get to SoftLayer.com. Post-launch, it took 8.
  • Response times from the destination: The average response time from SoftLayer.com to Singapore before the launch of our network points of presence in Asia was about 417ms (milliseconds). After the launch, it dropped to an average of about ~250ms.

These traceroutes demonstrate that users in Singapore travel a much better network path to a server in one of our U.S. data centers than they had before we turned up the network in Asia, and that experience isn't limited to users in Singapore ... users throughout Europe and Asia will see fewer hops and better speeds now that the data centers and points of presence on those continents are live. And that's without buying a server in either of those markets or making any changes to how they interact with us.

Managing a worldwide network for a worldwide customer base with thousands of different ISPs and millions of possible routes is not a "set it and forget it" endeavor, so we have a team of engineers in our Network Operations Center that focuses on tweaking and optimizing routes 24x7. Branching out into Europe and Asia introduces a slew of challenges when working with providers on the other side of the globe, but I guess it's true: "If it were easy, everyone would do it."

Innovate or die.

-@toddmitchell

Subscribe to asia