Posts Tagged 'Uk'

July 14, 2014

London Just Got Cloudier—LON02 is LIVE!

Summer at SoftLayer is off to a great start. As of today, customers can order SoftLayer servers in our new London data center! This facility is SoftLayer's second data center in Europe (joining Amsterdam in the region), and it's one of the most anticipated facilities we've ever opened.

London is the second SoftLayer data center to go live this year, following last month's data center launch in Hong Kong. In January, IBM committed to investing $1.2 billion to expand our cloud footprint, and it's been humbling and thrilling at the same time to prepare for all of this growth. And this is just the beginning.

When it comes to the Europe, Middle East, and Africa region (EMEA), SoftLayer's largest customer base is in the U.K. For the last two and a half years I’ve been visiting London quite frequently, and I've met hundreds of customers who are ecstatic to finally have a SoftLayer data center in their own backyard. As such, I'm especially excited about this launch. With this data center launch, they get our global platform with a local address.

The SoftLayer Network

Customers with location-sensitive workloads can have their data reside within the U.K. Customers with infrastructure in Amsterdam can use London to add in-region redundancy to their environments. And businesses that target London's hyper-competitive markets can deliver unbelievable performance to their users. LON02 is fully integrated with the entire SoftLayer platform, so bare metal and virtual servers in the new data center are seamlessly connected to servers in every other SoftLayer data center around the world. As an example of what that means in practice, you can replicate or integrate data between servers in London and Amsterdam data centers with stunning transfer speeds. For free. You can run your databases on bare metal in London, keep backups in Amsterdam, spin up virtual servers in Asia and the U.S. And your end users get consistent, reliable performance—as though the servers were in the same rack. Try beating that!

London is a vibrant, dynamic, and invigorating city. It's consistently voted one of the best places for business in the region. It's considered a springboard for Europe, attracting more foreign investors than any other location in the region. A third of world’s largest companies are headquartered in London, and with our new data center, we're able to serve them even more directly. London is also the biggest tech hub in-region and the biggest incubator for technology startups and entrepreneurs in Europe. These cloud-native organizations have been pushing the frontiers of technology, building their businesses on our Internet-scale platform for years, so we're giving them an even bigger sandbox to play in. My colleagues from Catalyst, our startup program, have established solid partnerships with organizations such as Techstars, Seedcamp and Wayra UK, so (as you can imagine) this news is already making waves in the U.K. startup universe.

For me, London will always be the European capitol of marketing and advertising (and a strong contender for the top spot in the global market). In fact, two thirds of international advertising agencies have their European headquarters in London, and the city boasts the highest density of creative firms of any other city or region in the world. Because digital marketing and advertising use cases are some of the most demanding technological workloads, we're focused on meeting the needs of this market. These customers require speed, performance, and global reach, and we deliver. Can you imagine RTB (real-time-bidding) with network lag? An ad pool for multinationals that is accessible in one region, but not so much in another? A live HD digital broadcast to run on shared, low-I/O machines? Or a 3D graphic rendering based on a purely virtualized environment? Just thinking about those scenarios makes me cringe, and it reinforces my excitement for our new data center in London.

MobFox, a customer who happens to be the largest mobile ad platform in Europe and in the top five globally, shares my enthusiasm. MobFox operates more than 150 billion impressions per month for clients including Nike, Heineken, EA, eBay, BMW, Netflix, Expedia, and McDonalds (as a comparison I was told that Twitter does about 7 billion+ a month). Julian Zehetmayr, the brilliant 23-year-old CEO of MobFox, agreed that London is a key location for businesses operating in digital advertising space and expressed his excitement about the opportunity we’re bringing his company.

I could go on and on about why this news is soooo good. But instead, I'll let you experience it yourself. Order bare metal or virtual servers in London, and save $500 on your first month service.

Celebrate a cloudy summer in London!

-Michalina

May 24, 2011

Bringing Servers (and Koozies) to Europe!

A couple of weeks ago, I was lucky enough to get to travel to Internet World in London for SoftLayer's first exposition at a tradeshow in the UK. With a new data center opening soon in Amsterdam, I was really excited to get to share our story and our vision for the future with a new audience.

I expected a few differences as I approached conversations at the show - accents, verbiage, thoughts on what this cloud stuff actually means, etc. - but as long as I could speak my Texan version of the language, I'd be able to explain who SoftLayer is and what we do ... With a few questions about what in the world a "switch ball" is and how it works. Here's a quick demonstration from GDC in San Francisco this year:

It's pretty funny to see the inventive ways conference attendees approach our giveaways ... The switch balls are often confused as puzzles and our frisbees are thought of as hats. At every tradeshow, people are fascinated with our giveaways, but Internet World provided a unique fascination: the "Koozie."

While the SoftLayer switch balls are always a huge hit (that we run out of at every show), what really seemed to intrigue the attendees in London were the SoftLayer Koozies - insulated can coolers. Most attendees thought the Koozies were cell phone holders initially, but once we explained that they are meant to keep your beer cold and your hand dry, they were surprisingly excited to have an opportunity to get a beer to test their Koozie out.

After coming across a few blank stares, giving some explanations and watching "Aha!" moments, I asked a few of the attendees why Koozies were not popular in Europe. The two most common responses: They drink their beer so fast it does not have time to get warm, and Europeans drink their beer warm. To me, drinking warm beer sounds really gross, but the next time I am in the UK, I will have to give it a fair shot ... Maybe the fact that they drink their beer warm is a result of not having a Koozie to keep their hand dry and their beer cold, so we might have brought about a monumental shift in European alcohol consumption! :-)

After demystifying the switch balls and Koozies, I think we did a great job sharing SoftLayer with our new audience, and I can tell that our space in Amsterdam won't be empty for very long after we open the doors there. If you stopped by the booth, I hope you went out of your way to get a cold beverage to test the amazing Koozie technology.

-Summer

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