Flexibility and scalability are the key considerations for businesses looking to harness cloud infrastructure, according to an IBC2023 panel on the state of play in cloud adoption and digital transformation on the Content Everywhere Stage.

Asked what is driving the shift behind cloud delivery, Sergio Delgado, Product Marketing Manager at Velocix, said that businesses need to focus on specific architectures. This would allow them to follow a pay as you go model, increasing engagement and meeting more flexible demands such as rack space.

D2 State Of Play Polly Hickling Sergio Delgado Fred Sun Jean-Christophe Perier 2

(L-R): Moderator Polly Hickling, Member of the IET Media Executive | Learning and Development Lead for Media , IET Media | Eviden; Fred Sun, Head of Strategy, Tencent Cloud International, Jean-Christophe Perier, Chief Marketing Officer, Globecast; Sergio Delgado, Product Marketing Manager, VELOCIX

Jean-Christophe Perier, Chief Marketing Officer of Globecast, added: “What we are seeing as the main attraction to the cloud is the move from a capex to an opex model; there’s a big push happening there.”


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Speaking with regard to the APAC region, Fred Sun, Head of Strategy at Tencent Cloud International, said: “The benefits of the cloud are being mobile and agile. Gen-Z consumes the vast majority of content on mobile, so there needs to be a deeper focus there.”

Sun explained that teams should look at differentiating themselves from the competition, whether through state-of-the-art media processing abilities, instant messaging, or rendering.

“The cloud allows you to go mobile and be extremely agile, especially when you engage with a younger audience who spend so much time on their phones and are always looking for the next new thing,” he said.

“Audiences want more than just the official content. They want user-generated content as well, and interactive, social experiences when watching sports matches, for example. You want that engagement happening inside your own platform.”

Read more IBC2023 Live Blog: All the news, launches and insight from the RAI Amsterdam