In Equinix’s data centers everything comes together. The major cloud providers and social media networks are there, parties like AMS-IX are represented, and more and more large-scale businesses find their way to Equinix’s connectivity centers. This makes these centers a marketplace for parties (large and small) seeking digital collaboration. A collaboration that is crucial in a world that is increasingly digitizing.
Rick Pijpers is Marketing Director at Equinix. It is today after the celebratory opening of Equinix ‘New International Business Exchange (IBX) Data Center AM4 at the Science Park in Amsterdam, one of Europe’s most networked locations. The opening was led by moderator Charles Groenhuijsen, reports Pijpers. “The interest was great and we had some beautiful speakers with Stephen Ward (Deloitte Digital), Arjan Bol (Mastercard), Hans Koolen (Philips) and Constantijn Van Oranje-Nassau (on behalf of StartupDelta). Out of what they could tell, we could deduce that we are doing the right things. ”
Durability and connectivity
Those ‘right things’ lie in particular in terms of sustainability and connectivity, says Pijpers. “First of all, with the opening of AM3 (October 2012) we were already a trendsetter. We are continuing this with AM4. And connectivity is of course the core of our business. So AM3 and AM4 are seamlessly connected and form one campus. In addition, access to the rest of the world is crucial. So, we also have important Internet Exchanges like AMS-IX at home and come in with all major carriers. ”
With AM4, Equinix once again provides the ever-increasing demand for connectivity in the region. The twelve-story building was built at the Science Park right next to AM3. In total, Equinix currently has ten data centers in Amsterdam, eight in Amsterdam, one in Enschede and one in Zwolle.
From core to edge!
According to Pijpers, the sobering demand for connectivity is mainly due to a trend that has evolved ever since for a number of years. “Microsoft’s CEO Satya Nadella recently pointed out in one of his” earning calls “that everyone is constantly on the cloud, while most of the developments are playing right at the edges, edge ‘of the cloud. This is the most interesting theme at this time. Because if you are talking about digital transformation in terms of data communication and data storage, we originally come from a world in which everyone in the core had their data. And in fact, the biggest transformation is going on, moving everything from the core to the edge, close to the customer. ”
From content distributor to enterprise
That development has started with content distribution and “digital media” parties like Netflix and RTL, Pijpers outlines. Their customers expected from any device, whether it was an iPhone, iPad or Smart TV, a high-quality, uniform user experience. And they could only realize that by placing their content as close as possible to the user. Subsequently, the big clouds like Microsoft Azure, Google Cloud, Oracle, AWS and IBM SoftLayer did the same for similar reasons. Because of what video content applies, of course, applications also apply, says Pijpers. If you run heavy applications, you always want to make sure that the user, wherever he is, always has a so-called ‘headqueter experience’. “So what did those cloud parties do? Those who have,
As the next phase, pipes, now more and more parties in their digital transformation, have made the move to the cloud, even in that segment, the same happens. So, you’ll see more and more big companies not only thinking about who they spend in their outsourcing campaigns, but also how to distribute that data in a streamlined way. “And that leads to a whole new kind of architecture with those big companies for their entire infrastructure.”
Roll Equinix increasingly important
The outlined development is perhaps the most interesting transformation we are facing at this moment, says Pijpers. And that makes the role of a neutral party like Equinix also becoming increasingly important. “Neutrality is in our DNA. We have been deliberately started as a neutral party to bring together as many networks as possible. In the wake of that, the content parties came in with us. And as a neutral party, we have also reached the stock exchanges, where the so-called “high frequency traders” are once again in our data centers. ”
Internet of Things
And then, Pijpers has only had the networking, clouds and end-user connections to date. But the next major wave in the form of the ‘Internet of Things’ (IoT) is already coming, he says. “If all those things, all those objects, communicate with each other again, then the amount of data to be processed is again explosive. And that processing will also have to take place on the edges of the infrastructure. Because if you want to get it all to your core, close the veins of your network in the shortest time. ”
For a successful IoT development, the lowest possible latency is crucial. Pipes
recently found an interesting example on Google Next. There was someone talking about Hue, Philips’ new light application. “That guy pointed out that everyone who touches the light switch at home expects to light up immediately. But such an application as Hue works with a button in your app. If you press ‘on’ in your app and have a latency of seconds then that’s very annoying. Thus a negligible latency is crucial in many IoT solutions. For example, think of the driving of self-propelled cars and those kinds of things. If only the slightest delays occur, it can just be a matter of life or death. ”
Connectivity is key!
Thus, connectivity is key in an IoT world driven by low latency, Pijpers says finally. “And, of course, we are not a data center company, as many think, but a connectivity company. Because if you completely peel Equinix, you’ll keep ‘connectivity’ in the core. That’s essentially what we do on a global scale. “