So how do you ensure that you have strong availability no matter the condition of the Internet locally or in a region halfway around the world? Distributing hosting on multiple cloud vendor sites protects customers from single site or single regional outages. We also recommend monitoring your global network to determine load levels. Should you notice performance issues, there are tools available to balance these loads and ensure that availability remains strong regardless of the time, day or situation.
Reachability is just as important as availability when it comes to a top-notch end-user experience for your customers across a global network. Reachability is also growing in importance with the expanded consumer power of buyers in Asian powerhouses like China and Asia, where Internet user growth is expanding by double digits year-over-year. Reachability ensures that your local access is performing to high standards and that you don't lose business to competition regardless of geographic location.
Sometimes the fastest path between the consumer and your website isn't necessarily the most obvious one. Without an understanding of the specific rules of markets around the world, you'll lose the opportunity to reach more customers and forfeit a huge market opportunity.
Why you need to measure availability and reachability
While availability has to do with cloud access and uptime, reachability pertains to strong, connected market paths from which customers can touch your website. As with availability, reachability can be impacted by only operating through one cloud provider; when reachability through just one cloud provider loses performance, choices are limited on how to mitigate the issue and a company plays a waiting game until the issues are resolved. As an example, a cloud provider with excellent reachability through Europe, North America and Asia may have minimal or non-existent reach in Latin and South America.
For a truly global business, the importance of monitoring and controlling reachability can mean big dollars. Consider a recent AWS outage that was linked to an ISP issue that affected connectivity to AWS. While AWS was running smoothly, the ISP issue caused big interruptions for companies using specific routes to AWS. Monitoring reachability would have detected issues and advised where and how to achieve successful rerouting mitigation, minimising costly downtime.
The challenges of performance issues for availability and reachability can be just as corrosive to brand reputation and loyalty as lost speed or security breaches. For every company — no matter how large or small — reputation matters. Overlooking availability and reachability issues can lead to severe business issues. Monitoring, controlling and optimising Internet Performance is a crucial step to operating successfully on the cloud.
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