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Partnership Building: Developing Relationships with Carriers, Content Providers, and Data Centers

Why Partnerships Matter​

The Internet is built on trust and collaboration. While technology provides the cables and switches, it's the relationships between networks that make interconnection sustainable. A successful network isn't just technically sound, it's supported by strong partnerships with carriers, content providers, and data centers.

Analogy: Running a network is like running a shipping company.

  • Carriers = the highways and logistics operators.
  • Content providers = the merchants with goods people want.
  • Data centers = the ports where ships meet and exchange cargo.

The smoother your partnerships with all three, the better your service to customers.

Types of Key Partnerships​

1. Carriers (Transit Providers, Backbone Networks)​

  • Role: They provide reachability beyond your own footprint.
  • Why important: You need them to guarantee global access, redundancy, and scale.
  • Partnership focus:
    • Negotiate fair contracts (balance price vs. performance).
    • Secure diverse paths to avoid single points of failure.
    • Maintain open communication lines for troubleshooting and emergencies.
  • Tip: Don't just chase the lowest cost; reliability and responsiveness matter more in the long run.

2. Content Providers (CDNs, Streaming, Gaming, Cloud Platforms)​

  • Role: They generate a huge share of Internet traffic.
  • Why important: Direct interconnection improves customer experience and reduces costs.
  • Partnership focus:
    • Explore peering opportunities (public at IXs, private where volumes justify).
    • Consider caching solutions (Google Global Cache, Netflix OCA, Akamai nodes) placed in your network.
    • Build relationships at conferences and through PeeringDB, many CDNs have published peering policies.
  • Tip: Frame it as a mutual benefit—they want to deliver content smoothly, you want happy customers with lower costs.

3. Data Centers (Colocation & Interconnection Hubs)​

  • Role: Neutral meeting points where networks connect.
  • Why important: The right data center location can make or break your peering strategy.
  • Partnership focus:
    • Look for facilities with strong IX presence and diverse carriers.
    • Negotiate favorable cross-connect pricing if you expect to scale.
    • Build rapport with data center operators - they can introduce you to potential peers.
  • Tip: Treat data center staff as allies; they often know who's new in the building and can accelerate introductions.

Best Practices for Building Partnerships​

1. Show Up Where Partners Are​

  • Industry forums (APRICOT, NANOG, AfPIF, GPF, RIPE, Peering Asia) are where relationships start.
  • Many deals are sparked over coffee breaks, not formal meetings.

2. Be Transparent​

  • Publish your peering policy on PeeringDB.
  • Keep your contact details current (NOC, peering, abuse contacts).
  • Transparency builds trust and shows professionalism.

3. Speak the Language of Business and Technology​

  • Engineers care about latency, packet loss, routes.
  • Business teams care about cost savings, customer satisfaction, and brand positioning.
  • A strong partner pitch connects the dots for both.

4. Start Small, Build Trust​

  • Begin with public peering at an IX.
  • Once traffic grows and trust is established, explore private interconnects, caching deployments, or joint projects.

5. Invest in People Skills​

  • Networking is technical, but partnerships are human.
  • Be approachable, responsive, and reliable—a quick reply to a peer request often sets you apart.

Historical Lessons​

  • Early IXs: many started as loose communities where trust and handshake agreements drove growth.
  • Rise of CDNs: content players like Akamai and Netflix showed the power of close partnerships with ISPs.
  • Cloud era: partnerships with AWS, Azure, and Google Cloud became as critical as traditional carriers.
  • Today, the most connected networks balance technology, contracts, and personal relationships to stay competitive.

Beginner's Takeaway​

  • Carriers = global reach.
  • Content providers = the traffic users care about most.
  • Data centers = the meeting places where it all comes together.
  • Strong partnerships reduce costs, improve performance, and open new opportunities.

✨ In interconnection, success often comes down to this: technology gets you to the table, but relationships keep you in the room.