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Powerful data centre platform is a sell-out success

New IT infrastructure gives online ticket sellers AudienceView a base for European expansion

Audience View BT iNet case study

Audience View case study

You’re about to book tickets to see your favourite band and there’s an error at the online checkout. Or a slow booking website means you just miss out. There’s nothing more frustrating.

To reduce transaction delays, Canadian ticketing company AudienceView felt they needed a UK base. To keep customers happy, AudienceView decided to deploy a UK based storage, network and virtualisation platform. Also important to AudienceView was a partner who truly understood Cisco UCS technology and EMC’s storage solutions, both of which it already used in Canada and the USA.

Expert installation.

BT’s position as a leading Cisco partner, underpinned by a proven track record of successful deployments, were crucial factors in AudienceView’s decision to award them the project. Explains Gopi Balasingam, Vice President of Professional Services for AudienceView Ticketing: “With no technical personnel of our own in Europe, having access to BT experts to pre-configure and install the equipment was ideal. We also benefited from purchasing everything through one systems integrator, avoiding the technology integration problems we’d suffered in the US by specifying a converged infrastructure that would underpin everything we do.”


 BT’s professional, streamlined organisation proved to be a very reliable partner for this project 

Gopi Balasingam, AudienceView Ticketing UK


Increasing numbers of venues have embraced online ticket sales, and AudienceView had built up a strong North American customer base. However, it needed a local platform to service its customers in the UK and Europe.

Says Gopi: “From an operational and compliance perspective, running a platform in the local territory is essential. We had taken data centre space with BT, so wanted to deploy the solution in dual sites at Newport and Cardiff. We were impressed by BT’s extensive agreements with all the major and minor ISPs, minimising transaction delays.”

Fast response to demand.

Network latency with ISPs was another major consideration, as the service needs to respond to spikes in demand for ticket sales. With clients using different ISPs, BT’s core divergent paths ensure smooth and speedy transactions. In addition, Local Traffic Managers have been deployed to manage the surges in large quantities of traffic that will coincide with popular event tickets going on sale.

This load balancing is supplied by F5 and, together with storage from EMC, runs on a Cisco Nexus Unified Computing System platform. All of the equipment is supported by BT offering a single point of contact. The aim is to ultimately introduce more storage at another disaster recovery site in future for synchronous data replication.

Complete service wrap.

“As a company that relies on its network, we were reassured by the reliability and scalability offered by BT ” comments Gopi. “BT’s links to other network providers ensure a better performance than other suppliers - but what sold it for us, was BT’s complete service wrap. From data centre hosting, to its preferred partner status on all the key equipment, through to its supply, support and installation, the BT offering was extremely compelling.

He concludes: “Our reasons for choosing BT were borne out, as the team used its technical expertise and project management skills to painlessly deliver on time. Working with BT as a single procurement source ensured we benefitted from their global relationships with key suppliers, which overcame all supply chain difficulties in the wake of events such as the Japanese earthquake. BT’s professional, streamlined organisation proved to be a very reliable partner for this project.”


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