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Positioning Your IX or Network: Crafting a Value Proposition that Resonates

Why Positioning Matters​

In today's interconnected world, there are many places a network can connect—so why should someone choose your IX or your network? That's where positioning comes in.

Positioning is about telling a clear story: who you are, what makes you different, and why others should interconnect with you. It's not just about ports and pricing—it's about value, trust, and relevance.

Analogy: Think of an IX like a marketplace. Anyone can set up a stall, but the ones that thrive are those that explain why customers should come to them—fresher produce, better location, friendlier service, or unique offerings.

Core Elements of a Value Proposition​

1. Performance & Reach​

  • What it means: highlighting low latency, high throughput, and geographic advantage.
  • Example: "Traffic exchanged locally stays local, improving user experience for 10M+ end users."
  • Why it matters: performance is often the #1 factor for content providers and carriers when deciding where to peer.

2. Cost Efficiency​

  • What it means: peering reduces reliance on expensive transit.
  • Example: "Members save up to 40% on upstream costs by connecting at our IX."
  • Why it matters: cost savings are tangible, easy to explain to executives, and justify investment.

3. Ecosystem & Community​

  • What it means: it's not just about ports; it's about who else is there.
  • Example: "Home to 120 networks, including top regional ISPs, CDNs, and cloud providers."
  • Why it matters: networks want to connect where they can reach the most valuable partners.

4. Reliability & Neutrality​

  • What it means: positioning as a trusted, stable, and neutral platform.
  • Example: "As a non-profit, we operate transparently and reinvest in our members."
  • Why it matters: neutrality and trustworthiness are long-term differentiators in an industry built on relationships.

5. Innovation & Services​

  • What it means: going beyond basic port connections.
  • Examples: cloud on-ramps, remote peering, DDoS mitigation, route servers, IX APIs.
  • Why it matters: service differentiation makes your IX or network attractive even in competitive regions.

Crafting the Message​

Speak to Your Audience​

  • Carriers & ISPs: focus on performance, reach, and cost savings.
  • Content Providers/CDNs: emphasize low latency, access to eyeballs, and scalability.
  • Enterprises & Cloud Users: highlight reliability, security, and access to cloud on-ramps.

Balance Tech and Business​

  • Engineers want to hear about latency and features.
  • Executives want to hear about ROI, stability, and market positioning.
  • Your value proposition should bridge both.

Use Simple, Memorable Language​

  • Avoid jargon.
  • Focus on outcomes: "Faster video streaming," "Cheaper cloud connectivity," "A bigger audience for your traffic."

Marketing Channels​

Industry Platforms​

  • PeeringDB: the first place many networks check. Keep it accurate and appealing.
  • IXs' Websites: clear, up-to-date member lists and traffic stats inspire confidence.

Events & Communities​

  • Be visible at NANOG, APRICOT, RIPE, GPF, and regional NOGs.
  • Sponsorships, booths, or even just hallway conversations position your IX in people's minds.

Thought Leadership​

  • Publish case studies, blog posts, and traffic milestones.
  • Share stories of how members benefited.
  • Example: "Joining our IX cut latency to Google Cloud by 30%."

Visual Branding​

  • Use graphs, dashboards, and traffic stats—visuals resonate more than words.
  • Even a simple live traffic chart can position you as transparent and credible.

Historical Context​

  • 1990s: IXs positioned themselves as "alternatives to transit"—saving money was the core pitch.
  • 2000s: as traffic exploded, IXs added value by building communities and ecosystems.
  • Today: positioning is multi-layered: cost, performance, ecosystem, trust, and services all matter. Many IXs are now brands in their own right (e.g., AMS-IX, DE-CIX).

Best Practices​

  • Know your audience: tailor your pitch to ISPs, content networks, or enterprises.
  • Keep messaging consistent: from PeeringDB to your website to event presentations.
  • Prove it with data: publish traffic stats, latency improvements, and member success stories.
  • Build trust: neutrality, transparency, and community investment build long-term credibility.
  • Update often: a stale message signals a stagnant IX.

Beginner's Takeaway​

  • Positioning is the "story" of your IX or network.
  • The value proposition should highlight performance, cost savings, community, reliability, and innovation.
  • Your messaging should resonate with both technical and business audiences.
  • Marketing isn't fluff - it's how you show partners why connecting to you is a smart business move.

✨ A well-positioned IX doesn't just sell ports - it sells trust, efficiency, and opportunity.