Major markets in Europe are experiencing firsthand this dramatic growth in data consumption—driven by innovative economies and high personal incomes. Latency is a real sticking point for consumers and businesses and the physical location of a data centre will determine how large a population it can efficiently serve. As a result, critical data centre hubs have emerged in the Tier 1 centres of Frankfurt, London, Amsterdam, and Paris (often referred to as the FLAP markets), forming the core of a system crucial to both European and global economies, and this phenomenon is spreading to Tier 2 cities across Europe.

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