Amazon cloud mopping up 1% of internet traffic

Telecoms.com often writes about the impact of internet companies on the telecoms landscape and when we did a big focus on cloud services in 2011, Amazon was identified as one of the pioneers of the concept, having developed the innovation when building up its own internal infrastructure.

Now major internet services like DropBox, Netflix, and Instagram leverage AWS for all or major portions of their infrastructure, even we at telecoms.com use it for delivering video content. Not bad for a company that started out as an online bookstore.

The key point is that companies like Amazon - the 'traditional' internet firms, continue to dominate the cloud computing market, but there are many that would argue that network operators have competitive advantages over these players in terms of the information about customer preferences and billing platforms for charging clients based on usage.

But technology released this week by Deepfield Networks, a startup that specialises in cloud resource management, found that around one per cent of all internet traffic is coming or going to Amazon managed infrastructure.

Huge number given that Amazon

"This is a huge number given that Amazon, unlike, say Google, does not typically host massive video content. Instead, this one per cent represents the broad reach of Amazon infrastructure across hundreds of client companies," Deepfield said. "By comparison, we found all of Google's sprawling YouTube infrastructure contributed six per cent of internet traffic in 2010."

To give another view, Deepfield estimates that around one third of all internet users will visit a web site based on Amazon infrastructure every day. For this purpose, Amazon ranks as the world's fourth largest CDN by traffic volume, trailing behind Akamai, Limelight and Level3.