US-based Internet startup Adero this week announced a suite of services it claimed will help companies speed the delivery and distribution of their Web content and services. The company's GlobalWise service suite uses a combination of intelligent routing software, network monitoring technology and a proprietary form of network caching to move frequently accessed Web content closer to a user's physical location, thereby speeding delivery. In addition to static and dynamic Web content, Adero's services will let Internet companies distribute and deliver streaming media the same way, claimed Alan Fink, Adero's vice president of marketing. Such capabilities are crucial for companies trying to improve Web site performance and deal with its sudden and unpredictable traffic spikes. Adero is certainly not alone in offering such services. High-profile rivals such as Akamai Technologies and Digital Island have been for some time now successfully using similar techniques to speed data delivery over the Web. Both companies boast an impressive roster of customers. What makes Adero's service attractive is that it can be used to also distribute MPEG/MP3 streaming media content to servers close to a user's location — a capability not currently supported by other service providers, said Mike Donahue, CEO of For instance, a user in France requesting a song from radiostorm's Web site will have it streamed from a local server in Paris instead of radiostorm's central Web servers, Donahue said. "In the four and a half months we've been using the service, our international traffic has quadrupled," Donahue said. The company claims 75,000 unique visitors per month — more than a third from outside the US. Later this year, Adero will launch services that it says will speed up ecommerce transaction times by giving Internet companies a way to move their transaction processing functions closer to the customer. Capabilities will also be available that let such companies localize and personalize ecommerce content and transactions based on a user's location and profile. "The real (delay) on the Internet is not just the network bandwidth, but the number of hops that data has to take through routers and switches to get from one point to another," Murphy said.