skip to main content
Close Icon We use cookies to improve your website experience.  To learn about our use of cookies and how you can manage your cookie settings, please see our Cookie Policy.  By continuing to use the website, you consent to our use of cookies.
Global Search Configuration

Ovum view


At a recent EMEA analyst day, AT&T Business was keen to stress how much it has evolved from its telco heritage into a modern technology company that supports businesses in delivering against digital transformation objectives. To help highlight its broader value proposition, AT&T invited its Innovation Partner Aston Martin Red Bull Racing to share some experiences around how their partnership has supported the company in delivering against its digital vision.

Why getting the best out of a business is like getting the best out of an F1 racing car

Although Aston Martin Red Bull Racing's ultimate mission and objectives are somewhat different from those of a traditional enterprise, the Formula One racing team aligns with a set of digital competencies that will resonate with businesses everywhere that are looking to digitize. As with any business, new digital technologies present Aston Martin Red Bull Racing with a mix of challenges and opportunities, so a vision around how it will realize value against digital opportunities is important. Aston Martin Red Bull Racing explained how its digital vision is based around four key competencies – competencies that will be familiar to most enterprises working towards delivering digital projects:

  • The ability to recognize and respond to change in a timely and well-managed manner is vital to supporting better on-track performance.

  • Agility in design approach leading to rapid innovation.

  • Data and insights are vital to better inform and guide change and future strategic direction. Every decision Aston Martin Red Bull Racing makes is driven by data captured from many different sources, such as the car on the track, simulations, and the factory floor.

  • Operational excellence must underpin everything, as it is this that will yield the high-quality outcomes desired.

The constantly changing circuits that Aston Martin Red Bull Racing races on throughout the F1 season can be compared to the changing markets that businesses increasingly need to operate in and adapt to. For every different circuit, the Aston Martin Red Bull Racing team of around 800 people must tailor its approach, product, and strategy – just as a business must do the same in meeting the needs of different markets. The Aston Martin Red Bull Racing F1 car can be thought of as the product here, the thing that every employee in the company works towards improving in the hope that it can deliver the desired customer outcomes – the customer in this instance being the racing car driver and the outcomes being a good performance and result on the track. These digital objectives and disciplines mean that Aston Martin Red Bull Racing sees itself as a technology business as much as it does an F1 team.

As with any technology business, Aston Martin Red Bull Racing needs partners to help it succeed and the racing team currently works with 16 technology partners, all delivering something that is mission critical. AT&T is an important partner and delivers a range of critical digital services, including connectivity and collaboration, to the many track locations that Aston Martin Red Bull Racing operates in, and to its UK HQ. AT&T's digital services supports the team in a variety of ways:

  • Understand the business's needs: As a partner, is it important that AT&T keeps pace with the team's rapid rate of change.

  • Innovation: AT&T supports Aston Martin Red Bull Racing's efforts to innovate, and in a way that is specific to the way the company operates, and around what the company is trying to achieve.

  • Reach: AT&T's global presence and capabilities are vital due to the global needs of F1.

  • Service delivery and support: This partnership is based on more than just technology offerings – service management capabilities are critical.

Whether an F1 team, or any other business, these are all important considerations when choosing a partner to support digital initiatives.



Adam Holtby, Senior Analyst, Workspace Services

Recommended Articles


Have any questions? Speak to a Specialist

Europe, Middle East & Africa team: +44 7771 980316

Asia-Pacific team: +61 (0)3 960 16700

US team: +1 212-652-5335

Email us at

You can also contact your named/allocated Client Services Executive using their direct dial.
PR enquiries - Email us at

Contact marketing -

Already an Ovum client? Login to the Knowledge Center now