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March 29, 2011

As Social Media Sites Dominate the Internet, the Need for the Data Center Rises

By Carrie Schmelkin, TMCnet Web Editor

A decade ago, the Internet served a very specific function as it became the encyclopedia of knowledge and the go-to place for answers to all questions.

Fast forward 10 years to the rise of social media empires including Facebook (News - Alert) and Twitter, and the Internet has become a medium for conversation and a cyber space for people to have an online lifestyle.

As social media sites like Facebook and Twitter have garnered millions of followers and the conversations across the Web are beginning to happen faster than before, the need to provide a place for increased amounts of data has increased. And the answer for how to manage the increased traffic is the data center.

“Technology is the driving force behind businesses all over the globe; they rely on speed and uptime when it comes to business continuity and 24/7 service,” Fred Cannone (News - Alert), director of sales and marketing for Telehouse, told TMCnet. “In the social media sphere we often take for granted the fact that data centers are a key component of what keeps these websites always available to you.”

For the past couple of years Telehouse, a pioneer in the development of data center services and colocation for over 20 years, has seen an increase in the number of social media clients it receives. The colocation company first started realizing that start-up social media companies could become a new market for them when the clients started showing up looking to increase their footprints and the number of racks and cabinets.

Since then, Telehouse has worked with companies such as Voxel (News - Alert), a global leader in Internet infrastructure services; eBaum’s World, a website featuring entertainment media; and CONTEXTWEB, the largest independent ad exchange in the world.  Details of how Telehouse met the demands of these growing, data rich media companies can been read on the Case studies page of Telehouse's website.

While a company like Facebook, for example, has many of its own data centers, other start-up companies turn to data centers. As online traffic increases and numbers of 'users' multiplies,  the most important job of a data center is to make sure “your servers and connectivity remain UP, 24/7" according to Telehouse.

“While you are making sure that your site does all the fun things – allowing you to connect with your friends, share photoss and add videos – what you don’t realize is that the data center is working hard to make that as quick and efficient as possible,” Cannone said.  

Moreover, a data center offers peering, which means that the company’s traffic is connected to a port that has multiple carriers on it so that the company has less of a chance of the connection going down.

For Telehouse, the colocation company offers the opportunity to ”peer” privately or publicly using Telehouse’s NYIIX and LAIIX peering exchanges which support IPv4 and IPv6 connections while offering standard bilateral peering exchange as well as multilateral peering arrangements. NYIIX is one of the largest neutral Internet exchange points on the US East Coast. It provides over 135 active members with a neutral and scalable, peering infrastructure.

As the social media industry continued to increase exponentially, with Twitter turning five last week and Facebook becoming a $50 billion empire, Telehouse saw the potential to open a colocation facility in Chelsea, New York City, right in the middle of the media company hub.

Telehouse’s new Chelsea facility, its third colocation facility, boasts 60,000 square feet of colocation space on one floor with over 4mW of power. With the addition of Telehouse New York Chelsea, New York City customers will have telecommunications service available from the following carriers/ISPs, available at low introductory cabling and cross connect rates: Abovenet, AT&T (News - Alert), Level3, Lightower, RC, Telehouse/KDDI, Time Warner Cable, Verizon, Voxel and XO.

With start-up social media companies increasingly turning to data center providers more than ever, Telehouse understands the need to be flexible and efficient through rapid growth. Likewise, Telehouse operates with over 20 years of experience and specializes in customized service for businesses of all sizes.

Edited by Janice McDuffee

Technology Marketing Corporation

2 Trap Falls Road Suite 106, Shelton, CT 06484 USA
Ph: +1-203-852-6800, 800-243-6002

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