AKAMAI'S GLOBAL CONTENT DISTRIBUTION SYSTEM Globally 1. User requests Web Site Distributed content and is intelligently Content directed to nearby Edge Delivery server Network 2. Content is assembled & delivered based onnow 3. Content is stored metadata Fa. If needed, dynamic delivered quickly Origin Site and reliably to the instructions content is retrieved via an optimized connection (HTTP user Gateway) 216,000 servers intelligent enough not to distribute content to a local server until and unless there is local demand. When you click on an online video at NBA.com, the domain name is the same, but the IP address points to an Akamai server rather than the NBA server. The Akamai server is auto- matically picked depending on the type of content and the user's network location. Akamai's EdgePlatform is one of the world's largest distributed computing platforms. The benefit is that users can receive content from whichever Akamai server is closest to them or continuedhas a good connection, leading to faster download times and less vulnerability to network congestion or outages. The Internet was never designed to handle large volumes of video simultaneously streaming from a single corporate server to all Internet devices. However, this content can be sent to the "edge\" of the network where Akamai servers are located, and on a local or regional basis, stream this content on demand from local servers. Akamai's 21643400 distributed servers allow it to monitor global Internet trafc patterns, attacks on the Internet, and latency [delays caused by excessive Internet trafc]. In addition to image caching, Akamai provides services which accelerate dynamic and personalized content and streaming media. Akamai's personalization product is called EdgeScape, a geolocation service. Much Web content delivered by Akamai is personalized to the user's location and Internet service types. This allows Akamai's customers to gain insight into where end users are coming from and what kind of Internet service they are using. Armed with this knowledge they can customize 1Ilileb content for individual end users through a wide range of criteria, making their site more relevant and compelling to every one who visits. For instance, Akamai knows your: Internet service provider: Uerizon_Trademark_Services_LLC Country Code: US Region Code: NY City: N EWYCI RK Area code: 212 Latitude: 40.?128 Longitude: ?4.{}92 County: N EWYCI RK Time zone: EST Network: verizon Throughput: vhigh Akamai Stream OS is another service that runs on Akamai's EdgePlatform. It enables the NBA to get more from its media by providing a simple, automated solution for managing more than S media assets, assigning business policies, and publishing content to multiple distribution channels. NBAcom and NBA Mobile reached a combined 16.? billion page . Since implementing Akamai Stream OS, NBA.com's traffic has increased exponen- tially, with over 35M unique users in 222 countries accessing NBA Web content each mont. continued CASE 2 NBA: COMPETING ON GLOBAL DELIVERY WITH AKAMAI OS STREAMING 4 . Akamai's suite of products has helped the NBA reach record traffic levels, with over 90 million unique global users per month, while effectively maintaining employment and infrastructure costs. . The reach and stability of Akamai's network have allowed the NBA to grow advertis- ing revenues by 500 percent since 2001