AT&T AND RED BULL RACING
It is hardly surprising that the collaboration between AT&T and Red Bull Racing has been so successful, because they share common values: speed, precision and innovation.
In the arms race that is Formula One, the world's most technologically advanced sport, Red Bull Racing has dominated. A major factor behind the team's success has been the help from AT&T in providing a vehicle to assist Red Bull Racing with their ever-improving levels of telemetry and analysis. AT&T, the global leader in communications technology, is Red Bull Racing's rapid response unit.
Only 60 of Red Bull Racing's 700-strong team are allowed trackside. By feeding information back to the team's headquarters in Milton Keynes in virtually real-time, using 100 sensors ftted to the car, AT&T empowers Red Bull Racing's engineers andtechnicians to back up team principal Christian Horner on race day.
Horner says: "We value AT&T's contribution to the team very highly and consider the products and services they provide as mission-critical to our operation at the race track. The more data we can gather, the more comprehensive our analysis can be, and ultimately the more accurate decisions are in the development of the cars and during the race."
Red Bull Racing dominated Formula One's drivers' and constructors' championships between 2010 and 2013, winning eight world titles. They remain one of the strongest teams in the paddock because AT&T's communications platform, o␀ering 24/7 support, has maximised race performances.
Frank Jules, AT&T's President of Global Business, says: "For Red Bull Racing to win Formula One races it has to be at the top end of the curve in innovation and it has to do everything in an incredibly fast manner, where one thousandth of a second really matters. The same applies to our global, multinational customers. Our ability to innovate, to transform their business, helps give them a competitive edge in their industry, so that they can take better care of their customers and grow market share. So we share a lot of characteristics. I'm proud to say that we are a big part of Red Bull Racing's team. There are a lot of commonalities here."
Red Bull Racing feel the same way about AT&T. Alan Peasland, the team's Head of Technical Partnerships, says: "We feel so lucky and proud to have such a big global partner with the team. Both companies share the same culture of innovation and it's really all about being first to market with any creative idea. They are mission-critical to how we go racing. They have a great deal of experience in Formula One, which we lean on heavily. They are very much in it with us."
That's why AT&T and Red Bull Racing are at the front of the grid, with a comprehensive, multi-year sponsorship.
AT&T do four things for Red Bull Racing
1 The Global Network: Wherever the race is, AT&T's advanced network (Global VPN) provides Red Bull Racing with virtually real-time data and connects the team to its base in Milton Keynes, its engine supplier in France and its wind tunnel in Bedford.
2 Security: Enhanced security services provided by AT&T helps keep Red Bull Racing's information and assets safer, help to reduce risk, helps increase reaction and response times to security issues, and help the team to mitigate threats and deflect unwanted activity in its network.
3 Unified Communications: AT&T provides Red Bull Racing with a unified communication and collaboration solution to encourage a closer working relationship between the race team and the factory. This features instant messaging, IP-based phone services, telepresence, and video conferencing.
4 Mobility: Red Bull Racing's mobile devices are managed with an EMM (Enterprise Mobility Management) solution provided by AT&T. This enables engineers to exchange highly secure crucial race information directly with the factory using their smartphones or tablets.
"Because of AT&T the people in our operations room were able to jump straight into action, to play their very niche role, based on the information they were able to get from the car and support decisions that were being made at the track in Hungary while this was actually unfolding in real-time." - Alan Peasland, Head of Technical Partnerships, Red Bull Racing
"In Formula One speed is important–not just on the track but in business operations. We have over 700 employees, specialists in many areas, updating and improving the car. All that needs to come together and operate and act as a team on race weekend. What AT&T has done is give us a platform of products which helps us communicate and work together as a team." - Matt Cadieux, CIO Red Bull Racing