Posts Tagged 'Asia'

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

October 28, 2011

3 Bars | 3 Questions: Singapore

It's been a few months since the last 3 Bars 3 Questions with "The Mitch," and between then and now, a lot has changed in the SoftLayer world. The biggest difference: Our technicians have traveled around the world to build out data centers in Singapore and Amsterdam. I joined SoftLayer as general manager of the Asia-Pacific (APAC) region, and when I took a trip to Dallas to meet the rest of the team, Kevin was able to convince me to answer a few questions on video about what's been going on in Singapore:

Asia is the largest growth market for SoftLayer right now, and the flood of orders we've had to keep up with in our Singapore branch is a testament to the customer demand in that region. With our ambitious growth plans and early successes in SNG, you'll be seeing a lot of SoftLayermobiles delivering servers around the world pretty soon. Maybe we need a SoftLayerOceanTanker?

When I made trip to Dallas, I met Jonathan Wisler, another newly hired SLayer responsible for the Amsterdam data center and our future Europe, Middle East and Africa (EMEA) expansion. Because I didn't want him to feel left out, I selected him as my successor in the next 3 Bars 3 Questions interview.

If you have any questions about SoftLayer in Asia, our Singapore data center or Singapore in general, just let me know.

-Michael

October 25, 2011

Global Expansion: Amsterdam Ready to Launch

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:

GLC Amsterdam

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

October 17, 2011

New Data Centers, Barbara Streisand & "Da Bobby G"

Dealing with jet lag, unfamiliar surroundings, foreign currencies and different languages just begins to describe my hectic life over the past two months. We've been in overdrive, building out SoftLayer's Singapore and Amsterdam data centers in weeks (rather than months).

Our "Go Live Crew" of 16 dedicated SLayers has been working 'round the clock to make sure everything is up and running on time. The biggest challenge has been building out both data centers simultaneously ... With the "Go big or go home" mindset, when we decided to go international, we went all in. Our growing customer base of 23,000 won't stand still, so we need to deliver, whether it be through innovation or expansion. In less than 60 days we've been able to add 31,000+ servers to our network platform, bringing our unique cloud, dedicated and managed hosting solutions closer to our customers around the world.

This accomplishment has been something of a "miracle," and I really need to shout out to my team members on the GLC. Putting in 16-hour days and working weekends while still finding time to go out on the weekends (Jägermeister and Red Bull have been sampled at many a fine pub) has made us a pretty close-knit family. The old "work hard, play hard" saying is an understatement when it comes to the SoftLayer team.

If we're ever dragging a bit in the morning, we can always rely on Duck Sauce to get our pulses racing again by the time we get to the data center. With such a full work schedule, we become creatures of habit, and "Barbara Streisand" is only one example of a staple for the crew. Our daily consistency has even carried over into meal time: My favorite luncheon spot in Amsterdam even named a sandwich after me – Da Bobby G Meat Sandwich. Apparently the combination of meatballs, salami, ham and (a smothering of) ketchup on a bun is not a common order at this establishment, so my innovation needed to be recognized. Nutritional considerations aside, this is one fine sandwich:

Da Bobby G

I've been on the road for a while now, and these are just a few memories I'm taking with me. Jumping around between three continents has definitely had its challenges, but with a great team of focused SLayers, we've been getting the job done. I'm proud to have had a hand in making our international aspirations a reality, and I know that even though this has already been an unbelievable adventure, we're just getting started.

-Robert

October 2, 2011

SoftLayer is Coming to Town

As many of you know SoftLayer is going global. Our Singapore DC goes live TOMORROW, and Amsterdam will follow suit shortly, so we put together a little "jingle" that I think you might know. It might be September, but if the stores are already putting out holiday items, Christmas songs should be fair game in October ... And since we are entering that last stretch of work before those great end-of-the-year national holidays that give us a few days off, we can use a classic tune to help us power through.

To those of you who love the song, "Santa Claus is Coming to Town," you may not want to play the video below. To those who want to rubberneck at our goofiness and join us in a little fun ... play away:

If you want to sing along at home (because who wouldn't?), here are the lyrics for your karaoke pleasure:

SoftLayer is Coming to Town

You better watch out!
Competitors cry!
They're gonna pout
I'm telling you why,
SoftLayer is comin' to town

We're setting up racks
and hiring staff
We're gonna open up our Singapore branch
SoftLayer is comin to town

We're not only in Asia
We'll be in Europe too
We know that you've been waiting for this
So don't miss our big debut.

You better watch out!
Competitors cry!
They're gonna pout
I'm telling you why,
SoftLayer is comin' to town.

With two data centers and two network PoPs
Shiny new servers and cables wired up
SoftLayer is comin' to town.

DC CRAC Units that condition and cool,
Power and network in the SoftLayer Pods too.
SoftLayer is comin' to town.

The SLayers and our clients
will have to celebrate.
We're expanding SoftLayer's footprint,
Far beyond the United States.

You better watch out!
Competitors cry!
They're gonna pout,
I'm telling you why,
SoftLayer is coming to town.

Shout-outs go to all the SLayers who indulged us in this little song. We hope it's less embarrassing than you expected ... And if it's more embarrassing, we hope it's as terrible and catchy as "Friday."

Tip: If the song is stuck in your head now, one great way to distract yourself from it is to go and order a server in Singapore!

-@SKinman454

September 29, 2011

Global Expansion: Singapore Ready for Launch

Are you familiar with the "slow clap" phenomenon?

It's basically a crescendo of applause in a crowd that starts with a single hand clap. A few seconds after that first clap, you hear the second. A slow rhythm takes shape. A few people join in. The rhythm is contagious, and it starts to spread through the crowd. As more people join in, the natural tendency is for the pace to speed up as the volume increases, and within about a minute, a single hand clap becomes a huge roar of applause. In the movie Rudy, one character starts a "slow clap" on the sideline of a football game, and the cheer ends up filling the entire stadium ... And that's the visual that comes to mind when I think about the upcoming "go live" date for our Singapore data center.

Start a slow clap in your mind and think of each successive milestone getting faster and exponentially louder applause:

If you imagined correctly, the applause in your mind should be borderline deafening ... And I didn't even mention the fact that we enabled pre-orders on select servers in Singapore last week with a Triple Double special exclusively for servers in the new SNG01 facility.

AND I haven't said anything about the progress of our first European data center in Amsterdam. We already have a team of people there working to get that facility ready, and it's coming together just as quickly. Don't be surprised to see a few sneak peeks at the build-out process there in the next few weeks.

It's almost unfathomable that we're so close to the launch of our first facility outside the United States, and when you consider how quickly Amsterdam will come online after Singapore, you probably think you're taking crazy pills ... Or that we are. I don't want to take any of the wind out of the sales of our launch day, so I'm just going to share a few more glimpses into the data center.

On Monday, you can light your first server at the end of this Singaporean hallway:

SoftLayer Singapore Data Center

All of the racks are powered:

SoftLayer Singapore Data Center

The server rails are installed:

SoftLayer Singapore Data Center

And we thought it might be a good idea to go ahead and install a few servers:

SoftLayer Singapore Data Center

Now all we need to do is flip the switch ... Are you ready?

-@toddmitchell

September 23, 2011

Parallels APAC Summit: Lance Crosby Keynote

SoftLayer absolutely loves attending and participating in technology trade shows and conferences. This year we expect to be at 70 – 80 shows around the globe and chances are that if you’re at a technology show, you'll see SoftLayer shirts in the crowd.

Lance Crosby Keynote

This year we're lucky enough to be apart of the Parallels APAC Summit held in Singapore. More than 300 technology partners and enthusiasts are attending informative sessions, networking events and likely attending one or two SoftLayer-sponsored parties!

Parallels was also kind enough to invite our CEO, Lance Crosby, to Singapore to keynote today. We had great attendance, nearly a packed room and Lance spoke about where hosting came from and where it is headed.

Lance Crosby Keynote

If you're interested in hosting, make a living from hosting or you have partners who provide hosting to you, I'd encourage you to flip through Lance's presentation:

-@toddmitchell

September 21, 2011

Global Expansion: Singapore Nearing Completion

In early September I shared with you a progress report on our first international data center in Singapore. It should be no surprise that our build out has been moving at breakneck speeds. In the last couple of weeks we've:

  1. Completed the construction of our new regional office in Singapore
  2. Built out 3 network PoPs (Tokyo, Hong Kong and Singapore)
  3. Unloaded 4 x 40 foot ocean containers
  4. Received over 100 pallets of equipment and gear – with more to come
  5. Assembled 220 custom server cabinets
  6. Installed 120 customer facing switches (5,760 switch ports)
  7. Provisioned petabytes of new shared storage waiting for your data

We're also ecstatic to have our new Singaporean employees burning the midnight oil with us. We spent countless hours interviewing for a number of positions in Singapore and we've only hired the most talented, brightest stars that we could find. Everyone has fit right in, loves the culture and they're rocking it. We still have a bunch of open positions – if you're interested, drop us a note.

As our go-live date approaches we're putting the final touches on the data center. One last check to ensure all cables are seated correctly in their ports, double check the configurations on our internal equipment, light the network and have our first ever international truck day – although, we might have to call it ocean container day. :)

I've included some pictures below that I took over the last couple of days showing the progress of the data center build out. Expect a full set of pictures once everything is live.

Singapore Sep 20

Singapore Sep 20

Singapore Sep 20

-@toddmitchell

September 9, 2011

Global Expansion: More Singapore!

Last week, I shared an early glimpse of our Singapore data center pods and office space. What a difference a week makes. A week after the first batch of pictures were taken, I made my way back through the facility to document some of the progress, and you'll be amazed by how quickly everything is coming together.

You'd probably be even more amazed if you knew how many people (literally) around the world were working hard every day to keep the build-out moving forward so quickly ... Some of the most visible folks in the process are the guys we have on the ground in Singapore:

SoftLayer Singapore

We weren't able to use SoftLayer's fancy new truck to get our gear to the Singapore facility. I think it had something about having to travel over the Pacific Ocean ... I guess there weren't enough gas stations? We had all of our DC gear shipped down (literally) in ocean containers, and when the skids were all moved into the storage area, it was almost like Christmas.

SoftLayer Singapore

I say "almost like Christmas" because we happened to know everything we'd be unwrapping, and if we were surprised by anything we opened, it probably wouldn't be a good surprise. Luckily, we got exactly what we needed. Meanwhile, the Singapore data center pods have been coming along nicely. Here's a look inside Pod 1.

SoftLayer Singapore

And while we do our best to mirror the build-out of our data center pods regardless of their location, you can see that a few exceptions are made. In the pods we're building in the United States, we have at least two fewer languages on signs like the ones you see here:

SoftLayer Singapore

If we walk next door to Pod 1, you'll see the progress we're making in Pod 2. I know the pictures look similar ... But that's the point. Given the demand we've heard from customers, we're building both pods at the same time, hoping to keep up with demand while we start building our next facilities.

SoftLayer Singapore

While the pod progress is impressive, the progress on the office space is almost unbelievable. Where you previously saw ladders and cement, you now see desks, chairs and carpet. We've been hiring in Singapore for a few weeks now, and when we officially get the keys to move in, this place will be abuzz with new SLayers.

SoftLayer Singapore

We've posted a few more pictures in our Singapore DC Construction Flickr photo album, enjoy them! Soon after these pictures were taken, the team started assembling the racks in the DC, so the next update you'll see from me will probably include a lot more server goodness.

If you happen to live in Singapore and want to join our team, be sure to visit SoftLayer Careers for our current opportunities. As of right now, we have positions available in inventory, channel development, inside sales, enterprise account management, network engineering, sales engineering, systems administration and server building ... And if you don't fit in any of those positions, we can probably find another role for you to fill!

-@toddmitchell

September 2, 2011

Global Expansion: An Early Look at Singapore

Based on the blog's traffic analytics, customers are very interested in SoftLayer's global expansion, and in my update from Tokyo, I promised a few sneak peeks into the progress of building out the Singapore data center. We've been talking about our move into Asia for a while now, but we haven't showed much of the progress. The cynics in the audience will say, "I'll believe it when I see it," and to them, I say:

These pictures were actually taken a few weeks ago before our Server Build Technicians came on site, and it looks even more amazing now ... But you'll have to check back with us in the coming weeks to see that progress for yourself. Both the Singapore and Amsterdam facilities are on track to go live by the middle of Q4 2011, and we're already starting to hear buzz from our customers as they prepare to snatch up their first SoftLayer server in Asia.

If you want to have a little fun, you should compare these build-out pictures with the ones we've posted from the completed San Jose facility and the under-construction Amsterdam data center. As we've mentioned in previous posts, SoftLayer uses a data center pod concept to create identical hosting environments in each of our locations. Even with the data centers' varying floor plan layouts and sizes, the server room similarities are pretty remarkable.

Stay tuned for updates on the build-out process and for information about when you can start provisioning new servers in Singapore. If you have any questions about the build-out process, leave a comment below or hit us up on Twitter: @SoftLayer.

-@toddmitchell

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