Originally published via medium.com on March 12th.

How PhotonIQ Services Are Revolutionizing Digital Experiences

As a seasoned professional I’ve seen the constant evolution of the tech industry firsthand. One intriguing concept that has emerged over the years is the pendulum-like movement between bundling and unbundling of functionalities. This trend has been particularly evident since the 1990s, with the rise of PCs, the Internet, social media, mobile computing, and cloud computing.

Demystifying the concept of bundling and unbundling


To understand this concept, let’s start by defining bundling and unbundling. Bundling refers to the integration of multiple functionalities or services into a single package or platform. Conversely, unbundling involves breaking down these integrated systems into smaller, more specialized components.

The tech industry has witnessed a cyclical pattern of bundling and unbundling over the past few decades. New players often enter the market by unbundling existing bundled services, offering more specialized and targeted solutions. However, as these new entrants grow and expand, they often end up bundling their own services to provide a more comprehensive and integrated experience to their users.

Examples of bundling and unbundling since the 1980s

The evolution of technology since the 1980s has been characterized by a cyclical pattern of bundling and unbundling. In the early days, mainframes dominated the computing landscape, offering a highly bundled system where hardware, software, and services were all provided by a single vendor like IBM or Unisys. In 1982, IBM had 62% of the mainframe marketshare, but was slipping from their dominance in the 1970s. This bundling approach made it challenging for users to customize their systems or integrate with other technologies, leading to a desire for more flexibility and choice.

The rise of mini-computers like the DEC PDP-11 in the 1970s was followed by the first wave of personal computers with IBM in 1981. Apple’s introduction of the CD-ROM drive in Macintosh computers in 1989 and subsequent CD Read/Write technology paved the way for the multimedia computing revolution of the 1990s. These PCs represented a significant unbundling of the mainframe. These smaller, more affordable systems allowed users to pick and choose the components they needed, leading to greater flexibility and customization. This unbundling trend continued with the advent of the Internet, also described as the third wave of computing in the same Forbes article, which broke down barriers and enabled the creation of new, specialized services like email (Hotmail), online forums (Usenet), and web browsing (Netscape Navigator).

As the Internet grew, social media platforms like Facebook and Twitter emerged, initially unbundling communication and content sharing from traditional media. Facebook reached 1B users in 2012 and Twitter (now known as X) reached 1B tweets a week in 2011. However, as these platforms matured, they began bundling additional services such as messaging (Facebook Messenger), video sharing (Facebook Watch), and eCommerce (Twitter Buy Now) to create more comprehensive and integrated user experiences.

Similarly, the rise of smartphones (one out of five people globally had a smartphone by the end of 2013) and mobile apps unbundled many services that were previously tied to desktop computers, enabling the creation of new, mobile-first experiences and services like Instagram for photo sharing, WhatsApp for messaging, and Uber for transportation.

The rise of the cloud

In the last 15 years, cloud computing has emerged as another major unbundling force, separating IT infrastructure and services from on-premises systems and allowing businesses to access computing resources on-demand and pay only for what they use. Pioneers like Amazon Web Services (EC2, S3) and Salesforce (SaaS CRM) led this charge, democratizing access to powerful computing resources and enabling the rapid growth of startups and small businesses. Many indicate that the birth of S3 (cloud storage) in 2006, was the true beginning of AWS, followed by EC2 (cloud computing) within the same year. However, as cloud providers have grown, they have begun bundling additional services such as AI (Amazon SageMaker), machine learning (Google AutoML), and IoT (Microsoft Azure IoT), creating more comprehensive and integrated offerings for their customers.

Bundling cloud services, such as AI, machine learning, and IoT, can lead to vendor lock-in, making it difficult and costly to switch providers. It may also result in overpaying for unused features and limit customization options. Moreover, the centralized nature of the cloud can sometimes cause slower performance and higher latency, particularly for real-time or delay-sensitive use cases.

PhotonIQ Services: Unbinding the cloud to the edge

PhotonIQ Services are at the forefront of the latest unbundling trend in the tech industry. By unbinding key services from the cloud and CDN and making them available at the edge, Macrometa is revolutionizing the way businesses deliver content and services to their users.

Just as the roots of a tree spread out to absorb nutrients and water from the soil, PhotonIQ Services extend the capabilities of the cloud to the edge, bringing computing resources closer to end-users. This unbundling of services enables faster, more efficient, and more personalized experiences for users, while also reducing the load on origin servers and lowering data egress costs for businesses.

Macrometa’s innovative approach to unbundling is exemplified by its Global Data Network (GDN), which spans 160+ global regions, providing a geo-distributed foundation for PhotonIQ Services. By leveraging the GDN, PhotonIQ Services can intelligently route and process data at the edge, closest to the end-user, ensuring optimal performance and minimal latency.

PhotonIQ Services: Unbundling the cloud


To better illustrate how PhotonIQ Services are unbundling the cloud and moving key functionalities to the edge, let’s take a closer look at each service and how it contributes to this revolutionary shift:

1. PhotonIQ Performance Proxy (P3): This service unbundles web page optimization from the origin server and moves it to the edge. By dynamically optimizing web pages at the edge, closer to the end-user, P3 reduces the load on the origin server and improves page load times, thereby unbundling performance optimization from the cloud. View how Core Web Vitals improve in this interactive demo!

2. PhotonIQ Edge Side Tagging (EST): By processing market tags at the edge, within the same domicile as the user, EST unbundles tag management from the cloud. This not only improves performance by reducing the compute load on the user’s device but also enhances privacy by anonymizing data before sending it to tag providers.

3. PhotonIQ Prerendering: This service unbundles page rendering from the origin server and moves it to the edge. By rendering pages at the edge in both prefetch and dynamic modes, search bots can index more pages and bring previously hidden content to light with synthetic interactions for more visibility and higher rankings. Prerendering reduces the load on the origin server and improves page load times for users effectively unbundling rendering from the cloud. See it in action in a demo!

4. PhotonIQ HyperSearch: By indexing data from various origin repositories and enabling rich full-text and vector search from the edge, HyperSearch unbundles search functionality from the cloud. This allows businesses to provide fast, accurate search results to their users without relying on cloud-based search services.

5. PhotonIQ Virtual Waiting Rooms (VWRs): This service unbundles traffic management from the origin server and moves it to the edge. By providing geo-distributed virtual waiting room queues with intelligent traffic control at the edge, VWRs reduces the load on the origin server and ensures a smooth user experience during high-traffic events. See different use cases from unpexcted to planned events in this walkthrough!

6. PhotonIQ Global Rate Limiter: By providing fine-grained global rate limit and quota controls at the edge, Global Rate Limiter unbundles API management from the cloud. This allows businesses to manage API usage and protect their origin servers from overload without relying on cloud-based API management solutions.

7. PhotonIQ Fingerprint: This service unbundles user tracking from the cloud and moves it to the edge. By fingerprinting anonymous users at the edge and tracking visitor frequency, seasonality, and other metadata, Fingerprint provides valuable insights to drive revenue for eCommerce companies without the need for cloud-based analytics platforms.

8. PhotonIQ API & GraphQL Caching: By resolving GraphQL queries and intelligently caching results at the edge, this service unbundles API and GraphQL processing from the cloud. This reduces the load on origin microservices and improves response times for users, effectively unbundling API management from the cloud.

9. PhotonIQ Event Delivery: This service unbundles event delivery from the cloud and moves it to the edge. By enabling businesses to serve millions of subscribers worldwide and delivering only the events each subscriber is interested in, Event Delivery reduces data egress costs and improves user experience, unbundling event delivery from the cloud.

10. PhotonIQ Long Tail Cache: By caching large data at the edge and intelligently teleporting objects between clouds and regions, Long Tail Cache unbundles content delivery and storage from the cloud. This enables faster content delivery, reduced origin hits, and lower data egress costs, effectively unbundling content delivery and storage from the cloud.

In summary, each PhotonIQ service unbundles a specific functionality from the cloud and moves it to the edge, closer to the end-user. By doing so, PhotonIQ Services are revolutionizing the way businesses deliver content and services to their customers, providing faster, more efficient, and more personalized experiences while reducing costs and improving scalability.

Implement PhotonIQ in 30 days or less for fast ROI results

In conclusion, the pendulum of bundling and unbundling in the tech industry has been swinging for decades, driven by the constant pursuit of innovation and the desire to deliver better experiences to users.

Just as a tree’s leaves absorb sunlight and convert it into energy through photosynthesis, PhotonIQ Services absorb and process data at the edge, converting it into valuable insights and experiences for users. This unbundling of services represents a significant shift in the tech industry, and businesses that embrace this trend can unlock new opportunities for growth, efficiency, and user satisfaction, positioning themselves as leaders in their respective industries. Learn more today by chatting with an Enterprise Solution Architect.

The journey of a thousand miles begins with a single step — Lao Tzu