How CloudFlare competes - Guerrilla warfare?

I am kinda busy but did some readings on Cloudflare and found their strategy is interesting to say the least. Here’s my shallow dive analysis and notes:

Cloudflare has 80% market share in CDN. Amazon’s Cloudfront has 5% market share…
Cloudflare can repeat the same strategy with R2 to compete with others.

“By the numbers, Cloudflare is easily the most popular CDN on the market. It beats out competitors such as Sucuri, Amazon CloudFront, Akamai, and Fastly. There’s hardly a lack of CDNs available, and some of Cloudflare’s rivals are powered by household names such as Amazon. This makes the former’s dominance all the more impressive.”

I am not trying to be political but just using it as an analogy.

CCP won over nationalist using Guerrilla warfare. How did they do it? They won the hearts of as many people as possible and they conquered the countryside first then moved to the cities: Encircled cities from the countryside. This is a game of GO! Which is what Cloudflare has been doing. That’s eating the cloud from outside in. Just point out some similarity. They are not completely the same. e.g. Cloudflare doesn’t hit and run. :slight_smile:

Cloudflare is similar in a way that they built out a massive network around the globe first and then offers new services every year using the same servers. They have birthday weeks every year where they announce new innovations.

"Guerrilla warfare is a form of irregular warfare in which small groups of combatants, such as paramilitary personnel, armed civilians, or irregulars, use military tactics including ambushes, sabotage, raids, petty warfare, hit-and-run tactics, and mobility, to fight a larger and less-mobile traditional military. "

From Prince:
Since every server in our network runs every service, once we’re in for one thing means everything we do in the region gets better and less expensive to operate. This means, counter intuitively, as we add more locations to our network our costs generally go down, not up.

CloudFlare vs AWS and others:

-Modular vs centralized
-Disrupt incumbents by offering services they don’t care about. Take over the market and then move to new services which may eventually threaten incumbents
-Playing Go vs playing chess
-All services run on the same servers,fixed cost. additional services don’t increase cost much marginally.

  • Egress fee is not economic but strategic. AWS uses it as incentives to lock in customers. Cloudflare is costing AWS some pain. This is a Sente Move in GO.
    -R2 will be compatible with S3’s API, which makes it much easier to move applications already written with S3 in mind.
    -Cloudflare strategy is influenced by Harvard Business School Professor Clayton Christensen. Professor Christensen actually sent Prince a note admiring his strategy and his company.

The market sees this and is giving Cloudflare a very rich valuation!

https://kinsta.com/cloudflare-market-share/

https://www.swyx.io/cloudflare-go/

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“By the numbers, Cloudflare is easily the most popular CDN on the market. It beats out competitors such as Sucuri, Amazon CloudFront, Akamai, and Fastly. There’s hardly a lack of CDNs available, and some of Cloudflare’s rivals are powered by household names such as Amazon. This makes the former’s dominance all the more impressive.”

Well, what it mostly shows is the power of “free.” Cloudflare has the most users because it offers free unlimited bandwidth CDN services (there are some restrictions on the content, though).

When asked in 2016 on StackExchange, how/why Cloudflare is able to do this, Matthew Prince actually replied:
Five reasons we offer a free version of the service and always will:

1. Data: we see a much broader range of attacks than we would if we only had our paid users. This allows us to offer better protection to our paid users.
2. Customer Referrals: some of our most powerful advocates are free customers who then “take CloudFlare to work.” Many of our largest customers came because a critical employee of theirs fell in love with the free version of our service.
3. Employee Referrals: we need to hire some of the smartest engineers in the world. Most enterprise SaaS companies have to hire recruiters and spend significant resources on hiring. We don’t but get a constant stream of great candidates, most of whom are also CloudFlare users. In 2015, our employment acceptance rate was 1.6%, on par with some of the largest consumer Internet companies.
4. QA: one of the hardest problems in software development is quality testing at production scale. When we develop a new feature we often offer it to our free customers first. Inevitably many volunteer to test the new code and help us work out the bugs. That allows an iteration and development cycle that is faster than most enterprise SaaS companies and a MUCH faster than any hardware or boxed software company.
5. Bandwidth Chicken & Egg: in order to get the unit economics around bandwidth to offer competitive pricing at acceptable margins you need to have scale, but in order to get scale from paying users you need competitive pricing. Free customers early on helped us solve this chicken & egg problem. Today we continue to see that benefit in regions where our diversity of customers helps convince regional telecoms to peer with us locally, continuing to drive down our unit costs of bandwidth.

Today CloudFlare has 70%+ gross margins and is profitable (EBITDA)/break even (Net Income) even with the vast majority of our users paying us nothing.

(From https://webmasters.stackexchange.com/questions/88659/how-can… )

So, when CloudL writes:
Cloudflare has 80% market share in CDN. Amazon’s Cloudfront has 5% market share…
Cloudflare can repeat the same strategy with R2 to compete with others.

It’s a similar strategy, but not exactly the same as the free CDN service: Cloudflare plans to eliminate egress fees, deliver object storage that is at least 10% cheaper than S3, and make infrequent access completely free for customers. https://www.cloudflare.com/press-releases/2021/cloudflare-an…

and

Cloudflare R2 will be priced at $0.015 per GB of data stored per month — significantly cheaper than major incumbent providers. (https://blog.cloudflare.com/introducing-r2-object-storage/ )

Essentially, Cloudflare is undercutting Amazon on storage pricing, and additionally providing incentives for customers using it to also use their Edge Computing service, Cloudflare Workers, which is where I expect Cloudflare will be making their money.

R2 will zero-rate infrequent storage operations under a threshold — currently planned to be in the single digit requests per second range. Above this range, R2 will charge significantly less per-operation than the major providers. Our object storage will be extremely inexpensive for infrequent access and yet capable of and cheaper than major incumbent providers at scale.

Making infrequent operations free will get developers to use the platform for their trial projects. And if they then use Workers, they are then locked into Cloudflare for the final project unless they want to rewrite all the compute end of things.

What remains to be seen is what happens when some customers do large deployments on R2. With Cloudflare’s distributed POP network, when users in different regions are accessing the data, how quickly are their requests satisfied and how quickly are updates propagated across the different POPs? Note that even Amazon’s “central” storage has regions and there are propagation delays between regions.

For Techies ONLY: There’s some technical discussion here: https://news.ycombinator.com/item?id=28682237 , look for replies by Cloudflare R2’s Project Manager “greg-m”.

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