Equinix today launched a new kind of service, offering to help service providers and enterprises move more efficiently into cloud services by optimizing both their datacenter and wide area network (WAN) infrastructure in a way that is tailored to the specific customer. (See Equinix Launches Performance Hubs.)

The Equinix Inc. (Nasdaq: EQIX) Performance Hub combines datacenter hosting in the company's International Business Exchange (IBX) locations; network connectivity via Metro Ethernet links, MPLS-based virtual private networks, or an Internet service provider's network; network equipment, such as routers, firewalls, and load balancers; and dedicated connectivity to public cloud services including Amazon Web Services Inc. , Microsoft Windows Azure, and others.

While some Equinix customers today have the ability to combine these various assets effectively, many lack that sophistication, says Ryan Mallory, director of global solutions architects for Equinix. By providing assistance with optimizing their datacenter and WAN infrastructure, Equinix can help those customers grow and expand into new markets more easily.

"It's taking what we are doing now for some customers and putting a solid shape to it, to help a broader sub-segment of the customer base," Mallory says.

That base can include service providers as well, although it seems primarily aimed at enterprises and small-to-midsized businesses that are looking to expand.

The Performance Hub approach optimizes the infrastructure to create performance improvements and reduced jitter/latency as well, even improving the way cloud-based applications perform. Some of that is done by collapsing the infrastructure within the datacenter to be more efficient, but Equinix is also looking at adding functionality at the network's edge.

For some enterprise customers, the re-engineering mastermind by Equinix will enable them to reduce the cost of WAN infrastructure and re-negotiate their current WAN deals.

Equinix has actually been offering these services for some time now, Mallory says, but has finally decided to formalize the offer and give them a name.

— Carol Wilson, Editor-at-Large, Light Reading