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The IX Playbook

The IX Playbook. Observations from an IX Operative. Peering Evangelism. Research & White Paper Process Important Operations Process undocumented Non-Sales Role Side Effects Identify Motivations Identify Opportunities Establish Relationships Establish Expertise. “Peering Pimp”.

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The IX Playbook

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  1. The IX Playbook Observations from an IX Operative

  2. Peering Evangelism • Research & White Paper Process • Important Operations Process undocumented • Non-Sales Role • Side Effects • Identify Motivations • Identify Opportunities • Establish Relationships • Establish Expertise “Peering Pimp”

  3. Peering Introductions (1 of 2) • How it works: (In order of Effectiveness) • Person-to-Person • Conference Calls • E-mail (Automated, Assisted, manual) • What works well • What doesn’t work well

  4. Peering Introductions (2 of 2) • Identify Community Obstacles to peering • Understand Peering Dynamics • Gives us an excuse to talk with customers in a non-sales mode

  5. Tracking Value of the IX • Why do we care? • Measures of meshedness • Calculation of value of the IX

  6. Peering Matrix • Premise – One side or the other will share peering session info • We can generalize from this Peering Inclination • Peering Inclination helps us • introduce these ISPs to appropriate other ISPs • Identify other ISPs to bring in • articulate value of the IX in terms of who will likely say “yes”

  7. The Startup Hump • What it is • Tactics to Overcome It

  8. Peering Contact Information • Hopelessly unkept • Last thing a fired PC wants to do… • Need better interactions with busy customers • This info is valuable/essential to provide value to customers

  9. Peering Information • IX service value is proportional to things outside our control • Who is there now? • Who will be there and when? • What routes are announced there? • Will they peer with me? • So how does an IX quantify value of participation to an ISP given none of this info? • How does an IX identify the appropriate participants to encourage to join? • In tough economy, quantifiable benefits required. NetFlow data unavailable

  10. Swim with the Fish • Active participation in the ISP Community • Anecdote: Tier 1 ISP Operations after IETF • Anecdote: Cable Company ConCall before GPF • Anecdote: Tier 2 & Cable Co Gigabit Peering Forums • Networking at RIPE, NANOG, IETF, APRICOT • EuroIX should sponsor Pan European Peering Forums

  11. Counter-Intuitive • ISPs don’t care about Colo Infrastructure • ISPs don’t give away information Consultative Confrontational c IX c Terms? IX IX Operators migrate from aligned interests, sharing information And expertise, contacts, etc. to the other side of the desk to negotiate. Clash: Data collected during stage 1 used against customer in stage 2.

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