Optimising experience with remote peering

The IX model accelerates how service providers can interconnect and on-demand connectivity is truly taking this to a new level
Clint Collins is the regional sales director, MEA at Epsilon.
Clint Collins is the regional sales director, MEA at Epsilon.

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Service providers across the Middle East have a tremendous opportunity to change how end users experience content and the cloud. Today’s users want their applications and services to work perfectly all the time, no matter where they are in the world. It is up to the service provider to find a way to deliver an optimised experience.

In a market driven by cloud and content, end user experience is critical for customer satisfaction and long-term growth. Service providers across the Middle East should explore new ways to differentiate their offering and drive customer loyalty. One of the simplest ways to do that is internet exchange peering. It’s a cost-effective solution for interconnecting with global networks from a single hub and adds resilience to the network for an optimised performance.

On-demand connectivity really maximises the benefits of global Internet Exchanges (IXs). It removes the limits on how service providers in the Middle East use IXs and gives them instant access to new and scalable networking. It enables internet service providers (ISPs), content providers and networking operators interconnecting on IP, to benefit from remote peering. The IX model accelerates how service providers can interconnect and on-demand connectivity is truly taking this to a new level.

When it comes to connecting to IXs, service providers want to be able to scale and turn up services in new locations quickly without any barriers to growth. While IXs remove the complexity from interconnecting and routing traffic, connecting to these hubs can be complicated. Using an IX should be simple, with the ability to reach Exchange points in different metro markets globally.

In today’s market, I think it’s critical that connectivity is delivered on-demand. Global IXs should be instantly accessible and supported with on-demand connectivity. You want to be able to connect to Exchanges anywhere in the world, when you want.

Service providers want the ability to control and monitor connectivity with a simple and seamless interface. Connecting to an IX should be as easy as booking an airline ticket. With a web portal or API-based approach, you are in the driver’s seat and can instantly access an Exchange. On-demand connectivity really puts the control in your hands.

There’s an opportunity for service providers to differentiate their offering with quality of experience. With on-demand connectivity, you can peer at IXs around the world and bring your users closer to the content they want and offer an optimised end user experience.

If a provider in the Middle East is seeing increased demand for US content among its users, it can use on-demand connectivity to expand its presence there and deliver better quality content.

It can be costly to connect and maintain presence at IXs globally with added complexity when growing in multiple peering points. Remote peering removes the barriers to using ixs around the world and enables service providers to peer without presence.

It gives service providers in the Middle East presence at exchanges in Europe, the US and APAC without ever needing to build infrastructure in these places. They don’t need to rely on being physically present at IXs and can simply rely on on-demand connectivity. It gives them the tools they need to peer seamlessly around the globe with truly flexible and elastic infrastructure.

The best solutions provide partners with on-demand instant access to world-leading hubs around the world as well as smaller exchanges in local markets. It should remove the limits on peering, enabling providers to connect on-demand and around the world.

In the future, we must continue to evolve and adapt as user demands change. On-demand connectivity is a huge step forward for our industry. It takes remote peering and optimises it for today’s cloud-centric market.

With performance central to success, service providers in the Middle East have the opportunity to explore how remote peering can change how end users experience content and the cloud.

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