Customers Want “Clean Pipe”

Joy Reo
By | August 11, 2016

Posted in: ISP DDoS Protection

Customers Want “Clean Pipe”

If your water utility delivered contaminated water into your home, you’d probably complain; of course consumers expect clean, potable water from their water utilities. Likewise, enterprise customers have begun to realize that “dirty” Internet traffic threatens their availability, security and bottom line, so they increasingly demand “clean pipe” from their Internet Service Providers (ISPs).

The Source of the Problem

Dirty Internet traffic has been a problem in the past, but it’s getting much worse, mainly because distributed denial of service distributed denial of service (DDoS) attacks have become much more powerful and common. Because of DDoS attacks, ISPs have more difficulty ensuring uptime. ISPs have a large attack surface, and the more bandwidth you have as a service provider, the more bandwidth is available for funneling attacks into the network and toward customers. Similarly, as providers expand, add, or increase the size of their links, the DDoS threat expands accordingly.

Impact to Customers

Unplanned service outages are often devastating for ISPs and their customers. DDoS attacks easily impact service availability and, in some rare instances, completely take down an ISP platform. There is almost certainly an effect on the ISP’s customers who rely on the ISP infrastructure. In an always-on world, website or application downtime can cost a customer hundreds—or more often thousands—of dollars per hour.

Effects on ISP Reputation

ISPs are the conduit of Internet connectivity for businesses, therefore many customers believe that ISPs have an obligation to adequately protect them from DDoS attacks. Not surprisingly, customers judge their ISPs by their ability to ensure network availability/uptime. In that highly competitive marketplace, customers don’t easily tolerate downtime and service interruptions.  For the ISPs, loss of trust/reputation inevitably makes it harder to acquire and retain customers, which hurts the bottom line.

Financial Costs

According to a 2015 Ponemon Institute report, the average cost to deal with DDoS attacks is 1.5 million USD per year. The costs of a DDoS attack are wide-ranging: from detecting and investigating an attack, to recovery of data, legal, equipment replacement and IT personnel costs to clean up the damage. A 2014 Kaspersky Lab and B2B International study reported that

“DDoS attacks cost small-to-medium-sized businesses (SMBs) an average of $52,000 per incident; for larger enterprises, the cost of a DDoS attack is even more significant, resulting in an average of $444,000 in lost business and IT spending.”

The Solution

And now for the good news: it is possible to ensure that customers get only good traffic flowing through their network pipes. Corero’s DDoS protection hardware provides automatic, in-line, 24/7, real-time analysis of traffic and blocking of DDoS attacks. Instant DDoS mitigation reduces server downtime. Corero technology is superior to legacy DDoS solutions (i.e., rerouting traffic to be cleaned by an out-of-band scrubbing service, or black-holing traffic), which rely on human NOC/SOC agents.

Correo's DDoS protection for service providers can be deployed in-line at the ISP’s network perimeter, or on-premise in an end user environment. Corero technology is simple to implement, provides automatic DDoS attack detection and mitigation. With unlimited scalability, this real-time method of attack mitigation is becoming a new and successful approach to proper defense. 

Value-Add or Revenue-Add Economic Model

Optimal network performance and availability is a powerful competitive differentiator that adds value to your offering, justifying the price of your service. DDoS protection is a major selling point, and a “no-brainer” for prospective customers. Furthermore, it presents ISPs with a golden opportunity to create valuable new revenue streams. Several Corero ISP customers incorporate DDoS mitigation into their service offerings to their customer base. They usually label their anti-DDoS service as a premium service, recouping their investment in DDoS protection technology within a couple of months.

Ensuring a clean, reliable pipe for ISP customers is a win-win situation. Proactive ISPs have a new opportunity to differentiate themselves from their competition, generate new revenue streams, and improve customer experience and customer loyalty. For more on this topic, read the Fierce Telecoms Report, “DDoS Impact and Opportunity in the Service Provider Environment.”

 

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To learn more about Corero’s DDoS Protection solutions, contact us!

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