Cloud engineering firm 7fivefive is exhibiting for the first time on the AWS stand in Hall 5, a development that Managing Director Tim Burton attributed to the cloud service provider’s strengthening sales presence in Europe.

“Basically, they said that if we’re doing a European show for European customers, why do we bring in American vendors who don’t even operate in that time zone. We’ve got really competent partners in that location,” Burton commented. 

Providing a Lens into cloud economics

Burton: “Our objective is to give creative users a good experience with the tools that they need” 

7fivefive, which until 2019 was known as Magenta Broadcast, is showcasing the latest version of Lens at IBC. According to Burton, Lens helps customers run creative workloads in the cloud and fills the void between the technology platform that AWS provides and what is operationally needed to run a postproduction platform.  

Burton particularly highlighted one key feature of Lens: it provides customers with insights into their actual cloud spend.  

“We break that cloud spend down into the context of, for example, what is storage, what is render farm, what is editing. We take the AWS data and we contextualise it in the media space,” he said. 

The company’s primary objective, he added, is to “give creative users a good experience with the tools that they need”.  

“We’re giving people the right data they need to support the end users, but also giving them the right data to understand their environment from a cloud economics perspective,” he said. 

Stand Number: 5.C90 

Company: 7fivefive