Digital experience



Digital content has grown in recent years to bring a different experience for organizations and individuals across various industries. Ingo Lalla, Regional Director MENA, Limelight, a global leader in digital content delivery, explains how the digital revolution has changed the way of doing business and how Limelight is helping organizations deliver with success through Limelight Orchestrate for Software Delivery.


How is digital content delivery enhancing the way of doing business today?

Digital content enables organizations of any size to engage directly with their audiences around the world, which provides them a unique opportunity to build and cultivate relationships. Given this opportunity, delivery has become a critical concern. If the content, like a website or a video, doesn’t load or respond quickly enough, the opportunity to engage and develop those relationships can be lost.


What are the pros and cons of a connected digital world?

There are many pros and cons to a connected, digital world. On the pro side, it enables new forms of engagement and interaction that weren’t available to many people before. For example, the ease of setting up and publishing a website has given a “voice” to many people who were otherwise marginalized without digital (there was no way for them to be heard). Another example is online communities. These new “hubs” enable us to connect with people with whom we might never have been exposed to otherwise. Digital has the opportunity to bring together different cultures quickly and easily. But there are cons as well. Perhaps the biggest is what digital does to us as people. Being connected all the time creates a “need” for consuming new content. Look at how often people check their social media. For example, according to a 2013 study by IDC, the average number of daily Facebook session was 13.8 with an average time of 2.22 minutes per session. That’s a lot of time spent engaging with Facebook and not with those around us. But that’s what digital does to us. It creates an artificial “need” to check content all the time.


What are the challenges of delivering broadcast-quality video?

Part of broadcast quality video is the understanding that it will operate like television. When consumers visit a video, they expect it to start immediately and play back smoothly wherever they are, on whatever device. That can’t happen without infrastructure that can provide the playback as close to the user as possible. If the request for the video has to travel too far (and there is no cache to rely on when the request is returned), that experience isn’t going to be broadcast quality. The real challenge, then, is having the appropriate amount of infrastructure and software to ensure a television-like experience. Although companies can attempt to deliver video by themselves, only the largest content and network owners can afford the scale and reach to ensure the highest quality experience.


How do you help organizations deliver faster websites?

Limelight Networks helps organizations deliver better digital experiences—web, video, software downloads. We do this through our unique, global network and our cloud-based suite of delivery software, Orchestrate. When it comes specifically to enabling faster websites, our Orchestrate Performance suite accelerates delivery in the middle mile ensuring that requests for dynamic content are served as quickly as those requests for static content ­are served out of the cache. In addition to accelerating content delivery, we also have front-end optimization, which enables a website owner to re-order the delivery of webpage objects on the fly, optimized for the specific browser making the request, to improve critical site KPIs like “time to paint.” Overall, the combination of Orchestrate Performance with our CDN provides a comprehensive acceleration of websites, caching common objects like pictures and scripts, and accelerating requests for dynamic objects.


Which devices are more in demand?

While Limelight is focused on the delivery of different types of content such as online gaming, HDTV, digital web content etc., the mode of consumption is through different kinds of end-user devices. As you can visibly see, the regional and global preference has shifted from laptops to tablets, phablets and other mobile devices which remain continuously connected. This has had a huge impact on the need to deliver quality content in a seamless and uninterrupted manner.


How do you see this sector growing in the MENA region?

Internet adoption, mobile devices and content generation in the Middle East has multiplied in the past decade. From 2000 till 2012, Africa and the Middle East internet usage grew by 3,607% and 2,640% respectively according to Internet World Stats. There is still a lot of room for growth considering aggressive growth seen in HDTV, ecommerce, cloud computing and other areas. For example, online shopping has grown by around 65% in the last two years, especially amongst the younger sections of society. The ability to deliver all this content with minimal latency is critical to the success of these emerging digital platforms, and we feel that there is tremendous potential and opportunity in the region.




About Ingo Lalla


Ingo Lalla is the Managing Director for MENA region at Limelight Networks GmbH since 2014. He joined the company in 2012 as Region Director for Central Europe. Prior to that, he was Vice President Business Development at Arvato Middle East and has worked for US-based Entriq, Inc., (now IRDETO).

Ingo is a digital media and technology professional. Since 1997 he is providing and operating rich media, video- and eCommerce solutions for global players in the Media & Entertainment- as well as in the Enterprise-Sector.

He is a Chartered Engineer in Telecommunications with a Diploma from the University of Applied Sciences in Dortmund and has studied Economics at the University of Bochum.




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