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Partner Program
APP Training Content
• What is an Internet Exchange
• What is Peering
• What is AMS-IX ?
• What is the AMS-IX Partner Program (APP)?
• What is the benefit for the customer ?
• How does the APP work ?

April 2010 - APP2010 training
What is an Internet Exchange ?
• The Internet is a network of networks
• An Internet Exchange is a (market) place where ISP‟s
  can interconnect these networks and exchange IP
• An “ISP” is determined by an autonomous IP system
  with a publicly assigned official ASN number that is
      – has multiple connections to the Internet (redundant) with its
        own Autonomous System Number
      – ASN to be provided by RIPE, ARIN, APNIC or their
        delegated Local Registries (LIR‟s)
      – An ISP manages its own IP network and “talks” BGP-4

April 2010 - APP2010 training
 What is an Internet exchange ? (2)
                                -Many routes exist
                                from A to B between 2
                                end- users
                                - Often the fastest
                                route is via an IX
                                - Exchanges
                                increase robustness
                                and resilience of the
                                - Parties connect with
                                others when there is
                                an equal gain

April 2010 - APP2010 training
What is peering ?
• The exchange of IP traffic on an Internet exchange is
  known as “Peering”
• Peer in fact means “equal party”
      – Large carriers peer with large carriers and small ISP‟s with
        small ISP‟s
      – Or in case of content providers where there is equal gain
• Peering happens mostly without exchanging of
• The benefit of peering is that it significantly reduces
  costs of IP traffic and provides for faster data-flows
      – Traffic exchanged directly does not need to be transferred
        upstream  saves IP transit costs and less “hops” between
April 2010 - APP2010 training
Why do companies connect
to an IX ?

• To realize 3 major aims:
       • Money savings
       • Faster, more direct data-flows
             • Less network hops, more direct routes
       • Redundancy in routing

April 2010 - APP2010 training
AMS-IX organization
•   AMS-IX is a non-profit, neutral and independent, professional
•   The beginnings of the exchange can be traced back to the early
•   On the 29th of December 1997 AMS-IX was established as an
    Association in the Netherlands, operating under Dutch Law.
•   Amsterdam Internet Exchange B.V., founded in 2000, is the company
    of which the Association is a 100% owner that acts as the operator and
    administrator of the exchange.
•   The Association today exists of over 350 members, mostly ISP‟s but
    also (mobile) telecom providers, carriers, hosting providers, ASP‟s and
    content providers
April 2010 - APP2010 training
 AMS-IX Governance

The Board has 5 seats and is elected by the members, out of member
representatives, in the General Meeting
- the Board is both Executive Board of the Association as well as Supervisory Board
of the Corporation
- the General Meeting is both the General Assembly Meeting of the Association as
well as the shareholders meeting of the Corporation
    April 2010 - APP2010 training
AMS-IX market position
• One of the largest Internet Exchange
  worldwide in # members and traffic
      - Over 350 members, unique ASN‟s
      - Over 940 Gbps peak traffic
      – Over 6 PetaByte per day exchanged
• One of the fastest growing non-commercial
  exchange both in members and traffic
• The only to offer :
      –   Innovative use of photonic switching for redundancy
      –   To offer a Quality of Service statement
      –   To use state of the art MPLS/VPLS
      –   To have a Reseller service allowing multiple MAC
April 2010 - APP2010 training
   Market position
Top 5 IX‟ in number of connected parties                         (1-4-10,
    Euro-IX IXP Matrix)
    •LINX (London): 358 members
    •AMS-IX (Amsterdam): 350 members
    •DE-CIX (Frankfurt): 334 customers
    •MSK-IX (Moskou): 296 customers
    •NotA (Miami): 269 customers
Top 5 IX‟ in public peering traffic (1-4-10, 5 minute peak)
  •DE-CIX (Frankfurt): ~950Gbps (assumed 5 minutes, published is 2 minutes)
  •AMS-IX (Amsterdam) : 940 Gbps
  •DE-CIX (Frankfurt): ~950Gbps (assumed 5 minutes, published is 2 minutes)
  •LINX (London): 620 Gbps
  •JPNAP (Tokyo): 250 Gbps
  •MSK-IX (Moscow): 250 Gbps
   April 2010 - APP2010 training
Member profile- Type of
• ISP‟s/Access providers
       – XS4All, UPC/Chello, Ziggo, Orange, Free, T-online etc
• Carriers/Telco‟s
       • KPN, BT, FT, DT, AT&T, TeliaSonera, Cable&Wireless, Level3,
         Cogent, Sprint, etc
• Content providers/CDNs
       • RTL, NPO, BBC, Google, Yahoo, Microsoft, Highwinds, Giganews,
         Akamai, Limelight, CDNetworks etc
• Hosting providers
       • LeaseWeb, Proserve, SupportNet, ServerCentral etc
• Mobile operators
       • Vodafone, Orange, T-mobile, Aicent, Telefonica IWS, SingTel etc
April 2010 - APP2010 training                                    11
Member profile - origin
   • 35 % National Members
       • Incumbant KPN, ISPs, news providers, hosting parties,
   • 65 % International Members
       • Of which 50 % from Europe
         • 12% FR, 12% DE, 12% UK, rest mix
       • Of the other 50%
         • 50 % from North America (US, CAN)
         • 50 % from the Rest of the World
             • 12% Asia
April 2010 - APP2010 training                           12
• Since we are not for profit we do not have
  „competitors‟ in the traditional sense. However:
      – we do aim for the best value for our customers - which
        means attracting new members
      – we do aim for continuity – so growth is needed
• IXP‟s aiming to fulfill similar customer needs:
      – Other traditional non-commercial exchanges, for example:
             • DE-CIX, first in Europe in traffic and 3rd in # customers
             • LINX, first in # members and third largest in traffic
      – Commercial exchanges, for example:
             • NL-IX (but they also are a complimentary partner)
• The low transit pricing can be viewed as generic
  competition to peering
April 2010 - APP2010 training
Value of the exchange
•   Independent market experts have found an indication of the average
    value of the exchange for individual members
•   Excludes the “qualitative” value of the achieved autonomy, optimized
    routing and the other members connected (peering partners) which is
    quite high for AMS-IX. Based on customer analysis we estimate an
    qualitative value of around 2000 Euro per month

    ValueIX = (Avg Traffic Max*Avg Cost of IP-transit) / (Avg Number of members)
    Value AMS-IX = 900 Gb* 5 Euro Mb/mnth / 350 members = ~ 13000 Euro/month

Whereas the average cost per port (total portcosts/total ports) is 1250 Euro  count your

April 2010 - APP2010 training
AMS-IX Architecture
•   Distributed Exchange
     – present at seven independent co-locations in Amsterdam.
     – each location is equipped with multiple Ethernet Switches (in
       MPLS/VPLS set-up)
     – customers establish a connection to the AMS-IX infrastructure from the
       co-location site of their choice or remotely via medium/long range fiber or
       Layer 2 connect
•   Interconnected technical infrastructure
     – by high bandwidth, multiple 10 Gigabit Ethernet over dark fiber,
     – creating a resilient and robust exchange.
     – resilient power supply is available at all of the co-locations.
•   Constant development
     – Extend and improve services for the members using innovative
     – Leading developments in services like IPv6, Multicast, Closed User
       Groups, Private Interconnections, aggregated GE and 10GE
     – Now using MPLS/VPLS to continue to support growth and implement
       new services

      AMS-IX Topology L1

• The AMS-IX platform has a fully redundant topology. The core of the network are four Brocade MLX32
• The 10GE customers connect to two MLX switches (16 or 32) directly through photonic switches for
• Photonic switches (Glimmerglass 300E), build resilience and exclude any single point of failure
• Customers up to 1GE connect to one of the single edge-switches, also MLX (8 or 16)

  AMS-IX Topology L2
  MPLS/VPLS set-up

                MPLS path over one core
Physical        backup path over second
Interconnection core on different site
  Traffic & volume statistics
• Public peering
  traffic Max 940
  Gbps (5 minutes average)
• Nightly traffic at
  250 Gbps
• Volume per day of
  6 Petabyte

• Complete AMS-IX portfolio
   – Regular Internet Peering VLAN Unicast
       • Port types, 1 GE (1000BaseSX-multimode /LX- single mode /LHA-single
         mode) and 10GE (10000Base LR/ER)
       • IPv4 and IPv6 native
   – Multicast VLAN
   – Private Interconnected VLAN‟s
       • Between two parties
   – CUG VLAN‟s
       • With three or more parties
       • Existing CUG‟s subject to approval of CUG Manager (e.g. GRX, MDX)
   – By use of Q-tagging multiple VLAN‟s per port possible (extra

What is the AMS-IX Partner
• The APP allows AMS-IX relations to re-sell
  AMS-IX ports as part of their own service
• The model is aimed to provide easier
  (remote) access to AMS-IX in a one-stop-
  shop and maintaining the mutual benefit
• The partner takes care of customer relation
  (billing, first line support)

April 2010 - APP2010 training
    Partner Service Description
    • The NNI between partner and AMS-IX is a
      10GE port on single mode fiber
       – Assigned for use of reselling to
    • AMS-IX allows Multiple MAC addresses
      behind this port
               – Per Customer 1 Gigabit (or multiple) or 100
                   Megabit MACs are set-up
               – VLAN tagging (802.1q) to identify separate
AMS-IX Partner Program - January 2010                    21
       APP configuration (1)

AMS-IX Partner Program - January 2010
       APP configuration (2)

AMS-IX Partner Program - January 2010
       Technical Conditions
       • Partner rate limits individual customers
         on agreed bandwidth
              – ingress on UNI towards partner network
              – or egress to AMS-IX
       • AMS-IX will rate limit customers egress
         towards partner
       • No oversubscription of the port is allowed
       • Maximum load is 90%
AMS-IX Partner Program - January 2010              24
Services under APP
• Reseller Port Virtual Links
      – Virtual ports of 100 and 1000 Mbps or multiples
• Physical Ports of GE and 10GE

Ports can be placed in:
      – Internet Peering VLAN (Unicast)
•   IPv4/IPv6 native
      – Multicast VLAN
      – Private Interconnected VLANs - Between two parties
      – CUG VLAN‟s - With three or more parties
•   Existing CUG‟s: GRX, MDX, SIP-IX
      – By use of Q-tagging multiple VLAN‟s per port possible

April 2010 - APP2010 training
Pricing under APP
• AMS-IX only charges the partner
      – Monthly charge for Reseller port and
        Customer virtual links
• Customer pricing is completely up to the
      – Payment from customer to partner
      – Against partner payment terms and
April 2010 - APP2010 training
The AMS-IX Membership
requirements for Customers
  The 5 requirements for becoming a member of AMS-IX
  1. The customer must be a recognized legal entity.
  2. The customer must have an ASN (Autonomous System Number).
           –    The Applicant must have their own ASN assigned by a Regional Internet Registry, being
                either; RIPE-NCC, APNIC, LACNIC, ARIN or by a Local Internet Registry.
  3. The primary function of the business must be internet related.
  4. The customer must have the intention to and be willing to sign the
        AMS-IX Connection Agreement (Version A2009).
           –    The AMS-IX Connection Agreement is standard for all AMS-IX members and collectively
                approved by the Association, therefore we cannot negotiate exceptions.
  5. The customer must have a housing agreement with one of the 4 AMS-IX
        co- locations, which can be arranged through the Partner collectively

April 2010 - APP2010 training
       APP Procedure
       • Signing of Partnership contract
       • Partners Reseller Port is enabled
              – Ordering online through
       • Customer Procedure
              – Customers sign with Partner for all services involved
              – Including AMS-IX Connection Agreement and virtual
                link order
              – Partner forwards order to AMS-IX and enters details
                online in
              – Association acceptance procedure starts
              – Technical conditions are checked
              – Upon acceptance AMS-IX adds the virtual link for the
                customer MAC to the physical reseller port
AMS-IX Partner Program - January 2010
       Customer Care
      • First line support by Partner
              – Second line support by AMS-IX (after screening by Partner)
      • Support of Partner through regular channels for
        current members
      • Access for Partner to AMS-IX CC environment
              – portal
                    • Overview of the Partner port
                    • Overviews per customer with traffic and connection
              – OPS announce mailing list (updates on maintenance and
                general issues), ticket overviews etc
AMS-IX Partner Program - January 2010
       Marketing & Sales Support
       •    Partner Area -         •   Partner Area
            Sales Support                             Communication
                                                       •   Branding; Use of logo‟s
              •    Sales procedures
                                                       •   Brochures, poster downloads
              •    Sales presentation
                                                       •   Press package
              •    Customer Cases                      •   Newsletter
              •    Connection Agreement                •   Trade show material (on request)
              •    AMS-IX News                         •   Partner press release upon events

        •    Partner Mailing list:                •   Port & Customer Orders
              •    Lead sharing
              •    Partner updates and news
                                                       • Input in
              •    Meeting invites
                                                  •   Events
       •    Sales training                             •   RIPE/NANOG/APRICOT presence
              •    In-company > 3 attendees            •   Trade show presence on request
              •    Once on becoming Partner            •   AMS-IX Meetings and Party
              •    Periodically on request             •   Partner workshops
              •    Upon AMS-IX changes, product        •   Customer Events
                   launches                            •   Co-organized upon request 16
AMS-IX Partner Program - January 2010
Questions to

April 2010 - APP2010 training

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