May 19, 2020

USA's edition of Business Chief - February issue now available!

Bogart Estate
Pouyan Broukhim
2 min
USA's edition of Business Chief - February issue now available!

The February issue of the USA edition of Business Chief, packed with interviews and insight, is now live!

This month, we feature an exclusive interview with Robbert de Klerk, CEO of the Humphrey Bogart Estate, who discusses how the legend of Humphrey Bogart’s love for Scotch is kept alive through Bogart Spirits. Entering the UK and US markets, the company has seen consumer demand increase exponentially, leading the business to acquire its own distillery and also move premises.

Innovation has been essential for any business to remain competitive, but the emergence of digitisation has seen the need for companies to completely overhaul traditional ways of working. Conrad Fritzsch, Mercedes-Benz’s Director of Digitalisation, Marketing & Sales has supported this view, and explains why people as much as technologies are the true drivers of change, where a customer-led approach is now the number one asset for any business.

“In the past (at Mercedes-Benz), often we built things because we can. Technical things, more driven by innovation, more driven by what us as engineers can build. Now we're trying to find out what our customers want today and tomorrow,” he says.

Building on this subject is our look at the main challenges companies face with retaining talented staff, with commentary from a number of industry experts. Following on from this, Business Chief looks at how operational risk management has developed in recent years and what we can expect in years to come.

On top of all this, we look at what Oregon’s largest city, Portland, has to offer local businesses. Additionally, we look at a recent New York Stock Exchange list, highlighting the top 10 largest initial public offerings of recent times.

Enjoy the magazine, and join the conversation on Twitter: @Business_Chief.

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Jun 21, 2021

How AWS helps NASCAR delight its fans

3 min
Customer obsession and working backwards from the customer is a mantra of Amazon Web Services (AWS), epitomizing its partnership with NASCAR

AWS needs no introduction to readers of Technology Magazine but we rarely get an opportunity to look closely at how it serves the sports sector. All major sports draw in a huge supporter base that they want to nurture and support. Technology is the key to every major sports organization and enabling this is the driving force for AWS, says Matt Hurst, Head of Global Sports Marketing and Communications for AWS. “In sports, as in every industry, machine learning and artificial intelligence and high performance computing are helping to usher in the next wave of technical sports innovation.”

AWS approaches sports in three principal areas. “The first is unlocking data’s potential: leagues and teams hold vast amounts of data and AWS is enabling them to analyze that data at scale and make better, more informed decisions. The second is engaging and delighting fans: with AWS fans are getting deeper insights through visually compelling on-screen graphics and interactive Second Screen experiences. And the third is rapidly improving sports performance: leagues and teams are using AWS to innovate like never before.”

Among the many global brands that partner with AWS are Germany's Bundesliga, the NFL, F1, the NHL, the PGA Tour and of course NASCAR. NASCAR has worked with AWS on its digital transformation (migrating it's 18 petabyte video archive containing 70 years of historical footage to AWS), to optimize its cloud data center operations and to enable its global brand expansion. AWS Media Services powers the NASCAR Drive mobile app, delivering broadcast-quality content for more than 80 million fans worldwide. The platform, including AWS Elemental MediaLive and AWS Elemental MediaStore, helps NASCAR provide fans instant access to the driver’s view of the race track during races, augmented by audio and a continually updated leaderboard. “And NASCAR will use our flagship machine learning service Amazon SageMaker to train deep learning models to enhance metadata and video analytics.”

Using AWS artificial intelligence and machine learning, NASCAR aims to deliver even more fan experiences that they'd never have anticipated. “Just imagine a race between Dale Earnhardt Sr and Dale Jr at Talladega! There's a bright future, and we're looking forward to working with NASCAR, helping them tap into AWS technology to continue to digitally transform, innovate and create even more fan experiences.”

Just as AWS is helping NASCAR bridge that historical gap between the legacy architecture and new technology, more customers are using AWS for machine learning than any other provider. As an example, who would have thought five years ago that NFL would be using  ML to predict and prevent injury to its players? Since 2017, the league has utilized AWS as its official cloud and ML provider for the NFL Next Gen Stats (NGS) platform, which provides real-time location data, speed, and acceleration for every player during every play on every inch of the field. “One of the most potentially revolutionary components of the NFL-AWS partnership,” says Matt Hurst, “is the development of the 'Digital Athlete,' a computer simulation model that can be used to replicate infinite scenarios within the game environment—including variations by position and environmental factors, emphasizing the league's commitment to player safety.”

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