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OPINION: AWS SETS THE ROI BENCHMARK FOR IP ADDRESSES

7 min read
14 September 2023
Vincentas Grinius

Explore the significance of Amazon Web Service's new IPv4 pricing model - a
paradigm shift in IP address leasing rates.



In a rapidly evolving digital landscape, the value of IP addresses has surged to
the forefront of discussions. Over a month ago, Amazon Web Services (AWS) made a
pivotal announcement, reshaping the IP address pricing landscape. 

Citing the escalating costs of acquiring IP addresses on secondary markets, AWS
declared a fundamental shift in its pricing strategy, set to take effect on
February 1, 2024. Under this new pricing model, AWS will charge $0.005 per
public IPv4 address per hour, amounting to approximately $43 per year for each
address.  

The ramifications of this seismic shift in pricing extend beyond AWS and its
vast customer base. This change not only holds the potential to impact cloud
environments built on public IPs but also has broader implications for
responsible IP management, pricing transparency, and the much-needed push toward
faster IPv6 adoption.  

It signifies a pivotal moment that has effectively set a healthy IP lease rate,
and in this opinion piece, we delve deeper into this transformative subject.  

KEY TAKEAWAYS

Amazon Web Services (AWS) has introduced a new pricing model for IPv4 addresses,
charging $0.005 per public IPv4 address per hour, approximately $43 annually.
This pricing shift has significant implications.
Amazon’s dominance in the IPv4 market, along with major players like Google and
Microsoft, influences IP resource transfers and pricing models. Amazon’s recent
IP acquisitions have solidified its leading position.
Enterprises, especially those with substantial IP needs, are exploring options
like IP leasing from alternative open markets to mitigate the impact of AWS’s
pricing changes.
The change in AWS pricing has the potential to affect cloud environments using
public IPs and raises broader questions about responsible IP management and the
transition to IPv6.

Utilize the full potential of AWS services without paying a fortune

Learn more


AMAZON – THE GIANT PLAYER IN THE IPV4 MARKET  

To comprehend the significance of AWS’s pricing update, we must first recognize
the immense role that Amazon plays in the IPv4 market. Based on publicly
available data from all RIRs, excluding mergers and acquisitions, over 377
million IP resource transfers occurred between 2009 and 2022, with three major
players in the cloud hosting industry, namely Google (5%), Microsoft (13%), and
Amazon (33.45%), accounting for a staggering 52% of these transfers.

Since 2011, Amazon has been an active participant in the IPv4 transfer market,
acquiring over 126 million IPs. Their acquisitions span a wide array of
companies and organizations, from DuPont and Xerox to the Massachusetts
Institute of Technology, HP, Ford Motor, and AT&T.   



According to IPXO calculations, in 2022, Amazon solidified its dominance by
procuring a substantial 23.2 million IPs, surging far ahead of its competitors.
Notably, Amazon’s IP acquisitions more than doubled those of Microsoft and
exceeded Google’s by over eightfold, with the latter securing 6.23 million IPs
(12.9%) and 4.23 million IPs (8.8%) during the same timeframe.  

In essence, these three industry titans jointly wield unparalleled influence
over the IP acquisition market. Amidst this backdrop, questions abound regarding
the delicate equilibrium between IP acquisition and the subsequent pricing
models directed toward customers.   

Amazon, in its decisive move, has effectively set a benchmark by stipulating
that its acquired IP addresses should command a price of approximately $43 per
IPv4 address annually.  


THE IMPLICATIONS OF AWS’S PRICING CHANGE  

The implications of AWS’s pricing change extend beyond the surface. Amazon’s
business model charges enterprises based on various factors like requests,
resource usage, traffic, and, notably, IP addresses. The new IP pricing aligns
logically with their strategy.  

Another critical aspect is the valuation of IP resources within the IPv4.Global
marketplace, a branch of Hilco Streambank handling IP address transactions.
Notably, a /16 block has historically traded at approximately $50, setting a
precedent for Amazon’s expectation of IP payback within a year.  



Now, let’s examine the broader market impact of AWS’s rate adjustment. While a
$43 annual fee per IP may not seem substantial compared to what customers pay
for complete cloud infrastructure, it becomes more intriguing as we explore
larger address pools.   

Take, for example, a /19 block, comprising 8,192 IPs. In this scenario, the
additional cost escalates significantly to $352,256 annually. If we consider a
/17 block with 32,768 IPs, expenses soar well beyond a million dollars each
year.  

These changes have significant implications, particularly for enterprises that
lease substantial quantities of IPs from AWS to support their extensive cloud
workloads. ISPs, telcos, hosting providers, SaaS platforms, and other similar
businesses may encounter considerable increases in their monthly AWS bills. As a
potential solution, many could turn to IP leasing from the alternative open
markets.  


IP LEASING AS A SOLUTION 

Opting to lease IP addresses through an open market approach is a sensible
choice, especially for large enterprises. Consider leasing 8,192 IP addresses (a
/19 block) through IPv4 providers like IPXO. On average, this option costs $0.50
per IP per month, totaling a mere $4,000 per year – a ninefold cost reduction.  

Furthermore, this approach efficiently manages potential risks by establishing
long-term contracts, fostering agreements between IP holders and lessees.
Typically, the lifecycle of infrastructure solutions spans five to seven years.
Beyond this point, companies often embark on infrastructure restructuring driven
by evolving technologies, cost-efficient options, or corporate expansion.   

Considering this trend, IP holders readily embrace long-term leasing
arrangements, offering the opportunity for a share of recurring revenue. They
recognize that IPv4 providers’ platforms handle all the intricacies, ensuring
effortless address monetization.  

There’s another avenue to address the challenges posed by AWS’s new billing
structure. Throughout history, providers have arisen offering more
cost-effective or efficient services, often with their pricing revolving around
AWS as a benchmark.   

For instance, take services like Wasabi Technologies. They’ve developed a
similar application programming interface to Amazon but distinguish themselves
by offering everything Amazon does at 80% lower cost.  

This trend suggests we may witness more niche providers emerging, focusing on
affordable IP options and Amazon-like optimizations, including Bring Your Own IP
(BYOIP) services. Many infrastructure providers are strategically positioning
themselves to lure clients away from AWS, offering substantial cost savings.  

Bring Your Own IP: Grow your business while saving money

Learn more


WILL IPV6 ADOPTION ACCELERATE?  

While clients in a greater need for IP addresses continue to rely on IPv4 for
full internet accessibility, there may be cases where they start considering the
transition to IPv6.  

Nevertheless, my skepticism persists regarding whether the shift in IP lease
prices will serve as a catalyst for widespread IPv6 adoption. While it may
contribute to a modest uptick in usage, possibly by a marginal percentage, the
industry still lacks the necessary maturity for efficient IPv6 management.  

IPv6, once considered a groundbreaking technology, has now moved beyond the
realm of mere hype, yet its full potential remains untapped due to ongoing
challenges in effective management.  

Many network administrators lack the necessary knowledge about IPv6, and there’s
a shortage of suitable tools. Moreover, IPv6 has never been a natural necessity
for communities and businesses.  



While there are indeed niche scenarios, such as large-scale telecom networks or
situations involving CGNAT, where IPv6 adoption may be a consideration, the
broader landscape reveals a different story.   

Infrastructure providers, cybersecurity firms, and other industry players are
not actively prioritizing IPv6 implementation in the next few years. Why?
Businesses tend to act decisively when faced with a clear need to save costs or
enhance security and efficiency. Presently, the demand for IPv6 remains limited.
 

Considering Amazon’s perspective – and a probable move in this direction –
there’s a compelling need for an initiative that actively promotes proper IPv6
adoption and provides clients with enhanced control over IPv6 management.   

In essence, while IPv6 stands as a valuable and commendable technology, the
market’s evolution has solidified IPv4’s role as a pivotal resource on the
internet. The practical implementation of IPv6 without reliance on IPv4 remains
highly unlikely.


A NEW ERA FOR IP ADDRESSES AS A COMMODITY

The landscape is changing, and businesses are beginning to recognize the
critical importance of efficient IP resource management. Our IP address
management platform serves a diverse clientele, including cybersecurity, crypto,
and gaming industries, all of which have substantial IP address requirements.   

Large enterprises now perceive IPv4 addresses not merely as technical resources
but as vital cost centers demanding meticulous attention. This transformation
reflects a notable shift where companies acknowledge the strategic and financial
significance of effective IP resource management.  

Throughout this discourse, we’ve consistently highlighted how IP address
monetization and leasing can seamlessly integrate into a business model. It’s
akin to how you perceive something you receive for free versus something for
which you must pay. Business-driven decisions tend to structure ecosystems
better than free offerings, underscoring the value of assigning a cost to IP
resources.  

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In theory, IP addresses might seem like they should be free, yet when we
consider that Amazon, a major internet player, has invested billions in IP space
(and they’re far from a non-profit organization), the case for imposing costs on
IP resources becomes increasingly justifiable. Amazon’s emphasis on IP
investment sets a precedent, treating IP addresses as an asset class with
substantial returns.  

By explicitly stating their prices, Amazon has effectively established a
benchmark for what constitutes a reasonable IP lease rate. This benchmark
dictates how long it should take for IP holders to recoup their investments in
IP addresses.


CONCLUSION

In thriving businesses, recouping this investment typically occurs within a
year, and this is the formula Amazon has applied. Consequently, we anticipate a
ripple effect in the IP acquisition market and IP lease rates, as this clear
pricing structure sets new industry standards.  

To sum up, the transformation of IP addresses from a technical resource into a
commodified asset class represents a significant evolution in the digital
landscape. Amazon’s pioneering steps in defining IP pricing have profound
implications, emphasizing the need for responsible IP management, fostering
transparency in pricing practices, and potentially expediting the adoption of
IPv6.   

As businesses adapt to this paradigm shift, we are entering an era where the
management of IP resources is not just a technical necessity but a strategic and
financial imperative for companies worldwide.

About the author

in

Vincentas Grinius

CEO

Vincentas is a business-driven geek with over 15+ years of network,
infrastructure and internet policy experience. As a CEO at IPXO, the Internet
Protocol platform, Vincentas focuses on helping address complex network
management issues and the global IPv4 shortage.
Learn more about Vincentas Grinius

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TABLE OF CONTENTS

Key Takeaways

Amazon – the giant player in the IPv4 market  

The implications of AWS’s pricing change  

IP leasing as a solution 

Will IPv6 adoption accelerate?  

A new era for IP addresses as a commodity

Conclusion


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