Welcome!

@CloudExpo Authors: Robin Miller, Yeshim Deniz, Carmen Gonzalez, Elizabeth White, Liz McMillan

Related Topics: @CloudExpo, Mobile IoT, @BigDataExpo

@CloudExpo: Blog Post

Solutions to the Mobile Content Delivery Dilemma | @CloudExpo #Cloud #MachineLearning

The world has gone mobile and there’s no going back

Surprising Solutions to the Mobile Content Delivery Dilemma

From EMEA to APAC to the EU, growth in mobile devices and consumption of Internet bandwidth have grown at an incredible rate. One of the features of mobile devices that consumers like best is the ability to have their experience tailored to their geographic location, demographic profile, behaviors and preferences. These capabilities have greatly enhanced the user experience by providing users with information that is most relevant to them, whether that means finding the closest gas station, locating the best sushi restaurant within a city block or finding the best deal on a new pair of shoes while riding the bus to work.

Understandably, global mobile data usage is growing at a CAGR of 53 percent and will reach more than 30.6 exabytes per month in 2016, according to Cisco's Visual Networking Index. Interestingly, the Middle East and Africa region has the highest CAGR at 117 percent, followed by Asia Pacific (83 percent), Latin America (73 percent) and Central and Eastern Europe (71 percent). North America (55 percent) and Western Europe (52 percent) sit at the bottom of the pack in terms of growth.

This is the age of mobile, and it's had a profound impact on business. Organizations that embrace mobile and truly understand the value of user experience have outperformed their peers - think of Jim Cramer's FANG stocks (Facebook, Amazon, Netflix and Google) - and have dominated their respective markets.

However, mobile has to be done right for businesses to experience its benefits. It introduces a host of challenges and complexities that, if not properly addressed, can hinder the user experience, resulting in customer churn, shorter sessions and lost revenue. Mobile content delivery is highly dependent on devices, operation systems, infrastructure and network capabilities - meaning there are literally billions of combinations, all changing in real time, that have to be accounted for in order to meet consumer expectations. This is especially true in the last mile - the segment of the route from the cell tower to the device.

Mobile Performance Issues
Mobile application performance has found a friend in intelligent infrastructure solutions, which help application developers ensure their apps - and their business - don't fall behind. This is important in all regions of the world but is extremely important in emerging markets, which are also the fastest-growing markets, where bandwidth is limited and infrastructure is not as robust as more developed parts of the world.

There are some excellent examples of geo-specific challenges that impact mobile application performance in Twin Prime's State of Global Networks Report (Q1, 2016). In this report, billions of network requests were analyzed from over 150 countries, 3,600 operators, 12,000 device models and more than 100 content types to gain a deep understanding of how networks perform.

There's more interesting information in the report, including good examples of how network (3G, HSAP, 4G, Wi-Fi) performance issues impact mobile application performance, broken down by city, country and region. The report is definitely worth a look if you want to get a better understanding of the factors that impact network performance and work to build more performant mobile applications.

DNS: The Solution to Mobile Content Delivery Challenges
Any time a person types "ILoveShoes.com" or taps an app on their mobile phone, the first thing their device does is ask the internet, "Which IP address should I go to?" The internet responds with an IP address. At its most basic level, that is how DNS works. But in a world of mobile devices, multiple data centers, CDNs, fiber cuts, traffic congestion and servers spinning up or going down, what appears to be a simple answer becomes much more complicated and important.

To assist with this complicated issue and arrive at the optimum answer, intelligent DNS solutions - which use application, network and infrastructure data - can be deployed to optimize mobile content delivery and avoid global internet potholes based on geographic information and dynamic telemetry. Some use cases for intelligent DNS include:

  • Telemetry: It's not always the geographically closest data center that's the optimal place to send users. Network congestion, fiber cuts, server health and load distribution are chief among factors that negatively impact mobile content delivery and are challenges that intelligent DNS solutions can solve. Advanced traffic routing solutions can extend these capabilities to include real user monitoring (RUM) data as well as AppDex data from virtually any source.
  • Geo: Uses geo-location, including country, state/province or latitude/longitude, to route users to the geographically closest data center or, where needed, geo-fence users to a predefined set of end points (made even more accurate with EDNS-client-subnet support).

Since the earliest days of the internet, DNS has been quietly doing its job behind the scenes. As the digital ecosystem has shifted from the PC to mobile, the old ways of managing DNS simply stopped being effective. Fortunately, intelligent DNS offers application developers a way to make traffic routing decisions much closer to the end user and improve user experience at a very granular level.

Better Performance via Machine Learning
Part of this intelligence comes from being able to make predictions based on data, and that's where machine learning comes in. Machine learning has been around for a long time but, because of the tremendous computing power that is required to ingest, interpret and accurately predict, machine learning was limited to those with access to high-powered computers - typically found at a major university or government agency.

Today, thanks to the universal accessibility that the cloud enables, developers across the globe can gain access to the compute power necessary to use machine learning in a broad set of applications. This is good news because solving last-mile challenges involves understanding literally billions of user, device and network data inputs and combinations, making machine learning a critical tool for solving mobile content delivery challenges.

The image below reveals the advantages that machine learning-accelerated users have over non-accelerated users. In this example, 88 percent of the app's global traffic saw an increase in speed of 75 percent. In addition, users who needed 400ms to 500ms to download content were able to download that content in 150ms or less. Overall, accelerated users benefited from a significant performance advantage and, based on a great deal of user experience data, those users are more likely to improve metrics like session length, session interval, retention rate and abandonment which, in turn, has been shown to boost revenue and LTV.

Mobile content accelerators that are based on machine learning can make a positive impact on both the client-side and server-side aspect of mobile content delivery, including:

  • Selecting the best origin server for content retrieval
  • Reducing packet loss during transport
  • Optimizing cache to increase your app's cache hit ratio
  • Selecting the best protocol and protocol parameters based on context
  • Minimizing DNS latency and optimizing routing
  • Defining the optimal congestion control and TCP ramp-up based on user context

The world has gone mobile and there's no going back. Old methods of content delivery fall short, so modern mobile content accelerator solutions were created to fill in the gaps. They are intended to work alongside CDNs and supplement commonly used application performance management and monitoring tools. They are a low-cost-for-performance solution when deployed using SDKs. As data growth continues, such a configuration will equip your organization for the present and prepare it for what's to come.

More Stories By Carl J. Levine

Carl J. Levine is the Senior Technical Evangelist for NS1. He is a marketer, technologist and startup enthusiast all rolled up into one dynamic team leader. Levine is an established and time-tested product manager with the unique ability to iterate use cases, bring understanding to those seeking to explore complicated technical concepts and increase revenue across diverse sales channels. He is an advocate for world-class customer experience and an active participant in New Hampshire High Tech Council's Entrepreneur Forum.

Comments (0)

Share your thoughts on this story.

Add your comment
You must be signed in to add a comment. Sign-in | Register

In accordance with our Comment Policy, we encourage comments that are on topic, relevant and to-the-point. We will remove comments that include profanity, personal attacks, racial slurs, threats of violence, or other inappropriate material that violates our Terms and Conditions, and will block users who make repeated violations. We ask all readers to expect diversity of opinion and to treat one another with dignity and respect.


@CloudExpo Stories
Cloud Expo, Inc. has announced today that Aruna Ravichandran, vice president of DevOps Product and Solutions Marketing at CA Technologies, has been named co-conference chair of DevOps at Cloud Expo 2017. The @DevOpsSummit at Cloud Expo New York will take place on June 6-8, 2017, at the Javits Center in New York City, New York, and @DevOpsSummit at Cloud Expo Silicon Valley will take place Oct. 31-Nov. 2, 2017, at the Santa Clara Convention Center in Santa Clara, CA.
With major technology companies and startups seriously embracing IoT strategies, now is the perfect time to attend @ThingsExpo 2016 in New York. Learn what is going on, contribute to the discussions, and ensure that your enterprise is as "IoT-Ready" as it can be! Internet of @ThingsExpo, taking place June 6-8, 2017, at the Javits Center in New York City, New York, is co-located with 20th Cloud Expo and will feature technical sessions from a rock star conference faculty and the leading industry p...
Grape Up is a software company, specialized in cloud native application development and professional services related to Cloud Foundry PaaS. With five expert teams that operate in various sectors of the market across the USA and Europe, we work with a variety of customers from emerging startups to Fortune 1000 companies.
Financial Technology has become a topic of intense interest throughout the cloud developer and enterprise IT communities. Accordingly, attendees at the upcoming 20th Cloud Expo at the Javits Center in New York, June 6-8, 2017, will find fresh new content in a new track called FinTech.
SYS-CON Events announced today that CollabNet, a global leader in enterprise software development, release automation and DevOps solutions, will be a Bronze Sponsor of SYS-CON's 20th International Cloud Expo®, taking place from June 6-8, 2017, at the Javits Center in New York City, NY. CollabNet offers a broad range of solutions with the mission of helping modern organizations deliver quality software at speed. The company’s latest innovation, the DevOps Lifecycle Manager (DLM), supports Value S...
SYS-CON Events announced today that Interoute, owner-operator of one of Europe's largest networks and a global cloud services platform, has been named “Bronze Sponsor” of SYS-CON's 20th Cloud Expo, which will take place on June 6-8, 2017 at the Javits Center in New York, New York. Interoute is the owner-operator of one of Europe's largest networks and a global cloud services platform which encompasses 12 data centers, 14 virtual data centers and 31 colocation centers, with connections to 195 add...
Multiple data types are pouring into IoT deployments. Data is coming in small packages as well as enormous files and data streams of many sizes. Widespread use of mobile devices adds to the total. In this power panel at @ThingsExpo, moderated by Conference Chair Roger Strukhoff, panelists will look at the tools and environments that are being put to use in IoT deployments, as well as the team skills a modern enterprise IT shop needs to keep things running, get a handle on all this data, and deli...
Automation is enabling enterprises to design, deploy, and manage more complex, hybrid cloud environments. Yet the people who manage these environments must be trained in and understanding these environments better than ever before. A new era of analytics and cognitive computing is adding intelligence, but also more complexity, to these cloud environments. How smart is your cloud? How smart should it be? In this power panel at 20th Cloud Expo, moderated by Conference Chair Roger Strukhoff, pane...
@ThingsExpo has been named the Most Influential ‘Smart Cities - IIoT' Account and @BigDataExpo has been named fourteenth by Right Relevance (RR), which provides curated information and intelligence on approximately 50,000 topics. In addition, Right Relevance provides an Insights offering that combines the above Topics and Influencers information with real time conversations to provide actionable intelligence with visualizations to enable decision making. The Insights service is applicable to eve...
The 20th International Cloud Expo has announced that its Call for Papers is open. Cloud Expo, to be held June 6-8, 2017, at the Javits Center in New York City, brings together Cloud Computing, Big Data, Internet of Things, DevOps, Containers, Microservices and WebRTC to one location. With cloud computing driving a higher percentage of enterprise IT budgets every year, it becomes increasingly important to plant your flag in this fast-expanding business opportunity. Submit your speaking proposal ...
SYS-CON Events announced today that Grape Up will exhibit at SYS-CON's 21st International Cloud Expo®, which will take place on Oct. 31 – Nov 2, 2017, at the Santa Clara Convention Center in Santa Clara, CA. Grape Up is a software company specializing in cloud native application development and professional services related to Cloud Foundry PaaS. With five expert teams that operate in various sectors of the market across the U.S. and Europe, Grape Up works with a variety of customers from emergi...
DevOps is often described as a combination of technology and culture. Without both, DevOps isn't complete. However, applying the culture to outdated technology is a recipe for disaster; as response times grow and connections between teams are delayed by technology, the culture will die. A Nutanix Enterprise Cloud has many benefits that provide the needed base for a true DevOps paradigm.
In his keynote at 19th Cloud Expo, Sheng Liang, co-founder and CEO of Rancher Labs, discussed the technological advances and new business opportunities created by the rapid adoption of containers. With the success of Amazon Web Services (AWS) and various open source technologies used to build private clouds, cloud computing has become an essential component of IT strategy. However, users continue to face challenges in implementing clouds, as older technologies evolve and newer ones like Docker c...
With billions of sensors deployed worldwide, the amount of machine-generated data will soon exceed what our networks can handle. But consumers and businesses will expect seamless experiences and real-time responsiveness. What does this mean for IoT devices and the infrastructure that supports them? More of the data will need to be handled at - or closer to - the devices themselves.
Cloud promises the agility required by today’s digital businesses. As organizations adopt cloud based infrastructures and services, their IT resources become increasingly dynamic and hybrid in nature. Managing these require modern IT operations and tools. In his session at 20th Cloud Expo, Raj Sundaram, Senior Principal Product Manager at CA Technologies, will discuss how to modernize your IT operations in order to proactively manage your hybrid cloud and IT environments. He will be sharing be...
As DevOps methodologies expand their reach across the enterprise, organizations face the daunting challenge of adapting related cloud strategies to ensure optimal alignment, from managing complexity to ensuring proper governance. How can culture, automation, legacy apps and even budget be reexamined to enable this ongoing shift within the modern software factory?
Building a cross-cloud operational model can be a daunting task. Per-cloud silos are not the answer, but neither is a fully generic abstraction plane that strips out capabilities unique to a particular provider. In his session at 20th Cloud Expo, Chris Wolf, VP & Chief Technology Officer, Global Field & Industry at VMware, will discuss how successful organizations approach cloud operations and management, with insights into where operations should be centralized and when it’s best to decentraliz...
SYS-CON Events announced today that T-Mobile will exhibit at SYS-CON's 20th International Cloud Expo®, which will take place on June 6-8, 2017, at the Javits Center in New York City, NY. As America's Un-carrier, T-Mobile US, Inc., is redefining the way consumers and businesses buy wireless services through leading product and service innovation. The Company's advanced nationwide 4G LTE network delivers outstanding wireless experiences to 67.4 million customers who are unwilling to compromise on ...
@GonzalezCarmen has been ranked the Number One Influencer and @ThingsExpo has been named the Number One Brand in the “M2M 2016: Top 100 Influencers and Brands” by Analytic. Onalytica analyzed tweets over the last 6 months mentioning the keywords M2M OR “Machine to Machine.” They then identified the top 100 most influential brands and individuals leading the discussion on Twitter.
In recent years, containers have taken the world by storm. Companies of all sizes and industries have realized the massive benefits of containers, such as unprecedented mobility, higher hardware utilization, and increased flexibility and agility; however, many containers today are non-persistent. Containers without persistence miss out on many benefits, and in many cases simply pass the responsibility of persistence onto other infrastructure, adding additional complexity.