Innovation in the Cloud: How to Grow Markets, Reduce Risks, and Improve the Customer Experience

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1 Innovation in the Cloud: How to Grow Markets, Reduce Risks, and Improve the Customer Experience Rich Bolstridge Chief Strategist, Financial Services Akamai Technologies

2 Agenda Who uses Akamai in Financial Services Improving the Customer Experience Innovation Case Studies

computing platform delivering all forms of Web content and

The Akamai Edge Platform: 84,000+ Servers 1,700+ Locations

traffic of: 500 billion hits / day 5+ million hits per

3 Who is Akamai? Akamai operates the world s largest on-demand, distributed computing platform delivering all forms of Web content and applications for over 3,100 customers and 25,000 domains. The Akamai Edge Platform: 84,000+ Servers 1,700+ Locations 750+ Cities 72 Countries ~1,000 Networks Resulting in traffic of: 500 billion hits / day 5+ million hits per second 100+ million streams / day 1,000,000+ concurrent streams 4+ Terabits per second peak % of all Web traffic

4 How the Akamai Platform Works Application Server Edge Region Close to Origin Server High Performance Global Overlay Users Web-enabled Applications IP Applications Akamai Protocol and SureRoute to optimize route and reduce round trips Edge Region Close to End User

5 Why Financial Leaders Choose Akamai Reason #1 Improve User Experience Improve performance to remote user locations Improve Customer Satisfaction Improve industry rankings Reason #2 Reduce Costs Data Center Consolidation Data Center Offload Adoption of a low cost channel Reason #3 Increase Revenue Quickly roll out online services to new markets Improve customer acquisition Increase transactions Reason #4 Reduce Operational Risk DDoS protection Loss of data prevention

6 Financial Services Firms Trust Akamai 9 of the top 10 world banks 8 of the top 10 U.S. banks 7 of the top 10 world asset managers 8 of the top 10 P&C insurance carriers 4 of the top 10 Life & Health carriers 2 of the top 5 world stock exchanges 5 of the top 10 U.S. online brokers (Source: The Banker) (Source: The Banker) (Source: Towers Watson) (Source: A.M. Best) (Source: A.M. Best) (Source: WFE) (Source: SmartMoney) Financial Services Executive: I want to put everything I can on Akamai, just show me how.

7 User Experience Trends in Online Financial Services User expectations continue to increase Financial web sites are getting faster

8 User Expectations Are Increasing Site Abandonment Threshold Seconds Source: Zona Research Seconds Source: Jupiter Research Seconds Source: Forrester Research Response Time (seconds)

9 Understanding User Expectations In competitive analysis, you must examine: your direct competitors your near competitors and your non-competitors! The user s expectation is defined by the last, greatest web site they have visited.

10 Forrester Report #1: ecommerce Forrester Report #2: Financial Services

11 Major Findings: New 2 Second Rule. (56% of users) Financial Services users are more sensitive to performance than ecommerce. Performance is most important to Power Users and Active Users.

12 Financial Web Sites: Getting Faster Keynote Systems Web Site Rankings. Measures financial transaction performance

13 Keynote Systems KBTI Index Archives. Financial Services Performance Index

14 Performance ties into Industry Rankings

15 Case Studies

16 Problem: Case Study: Global Cash Management Growing Markets, Increasing Revenue Mission Critical Application. The #1 application within one of the world s largest banks. Global web portal, sold as Anytime, anywhere. Serious performance and availability issues. The LOB was losing substantial revenue as a result of poor application performance and availability issues. Challenge: Avoid data center build-out, and quickly solve the performance problem. Protect the customer data. Convince the do it yourselfers to leverage a vendor solution. Innovation: Utilized a combination of Akamai products to maximize performance improvement while protecting the customer data. Shortest vendor implementation in the LOB s history.

17 Result: Global Cash Management Global performance problem solved. Revenue and market share protected. Avoided data center build-out.

18 Case Study: Mitigating DDoS Attack on Bank Reducing Risks, Protecting the Brand In Sept an Akamai banking customer experienced a Denial of Service attack which attempted to bring down their retail banking web site. Peak attack traffic was 1.46 Gbps, 73x normal. Page Views peaked at over 6,600 per second, 220x normal. Attack was launched from China. Akamai Offloaded over 95% of bandwidth during the attack, protecting the customer s web site.

19 DDoS Attack Banking Web Site Peak attack traffic was 1.46 Gbps. 73x larger than normal daytime traffic peak of 20 Mbps.

20 DDoS Attack Banking Web Site Akamai Offloaded over 95% of bandwidth during the attack. Origin bandwidth peaked at only 38 Mbps.

minutes This resulted in a huge spike of visitors to brokerage sites

21 Case Study: May 6 Flash Crash Reducing Risk, Reducing Data Center Costs May 6, 2010 Flash Crash 2:45 PM, DOW dropped 7% within 15 minutes This resulted in a huge spike of visitors to brokerage sites Brokerage web sites experienced a large spike in traffic flowing over Akamai

22 Origin Shielded Through Akamai Offload Total Bandwidth

23 Origin Shielded Through Akamai Offload Total Bandwidth Akamai Response

24 Origin Shielded Through Akamai Offload Over 80% of all Total bandwidth, Bandwidth and over 95% of all hits were served by Akamai during this critical time Akamai Response Origin Response

25 Loss (percent) 100% Availability Mideast Cable Cut 100 Sites and Applications down in India Generic Internet Akamai POWERING A BETTER INTERNET

26 Why Financial Leaders Choose Akamai Reason #1 Improve User Experience Reason #2 Reduce Costs Reason #3 Increase Revenue Reason #4 Reduce Operational Risk

27 Thank You! Questions? Rich Bolstridge Chief Strategist, Financial Services Akamai Technologies

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