An IndyCar race like the Indianapolis 500 generates about 1 billion data points per hour, including data from the more than 100 sensors on each car. This is a wealth of real-time data. However, using that data to deliver an immersive, real-time experience to race-watchers is a complex and seemingly impossible. Yet that is precisely what Penske Entertainment, the parent organization of IndyCar, wanted to deliver as part of its desire to reinvent its fan experience.
Penske turned to NTT Data, a prominent global IT services provider that has carved a niche as a leader in digital transformation and innovation, to lead its fan experience transformation. With roots in Japan and an extensive global presence, NTT Data combines technological expertise, industry insights, and a deep commitment to client success.
The results are impressive, especially considering how quickly NTT Data delivered the final product. The company brought me to Indianapolis for the most recent Indianapolis 500 to see the results for myself.
Bringing the Race to Fans
Meeting the IndyCar challenge required NTT Data to lean on the vast array of services it employs to meet the diverse needs of its clients. These services span various domains, including consulting, application, and infrastructure. NTT Data also helps businesses streamline processes and enhance productivity through innovative BPO solutions.
NTT Data and Penske collaborated to define the IndyCar Data Experience at the Indianapolis Motor Speedway. The resulting solution brought real-time data about the race to the IMS Media wall on YouTube and to fans via a new IndyCar mobile app.
When evaluating partners for its fan transformation project, I asked IndyCar CIO Rebecca Ruselink what set NTT Data apart. She told me it was simple, “NTT Data was the only one that took the time to understand our business.” That’s powerful.
The NTT Data IndyCar app has significantly enhanced the fan experience for the NTT IndyCar Series. It offers real-time race data, live timing and scoring, multiple in-car camera views, and exclusive content such as live stream videos and race recaps. It is designed to keep fans engaged with detailed race schedules, driver telemetry, and custom push notifications.
The app continues to evolve, leveraging advanced technologies and AI to offer predictive analytics, real-time insights into driver battles, pit stop performances, and more. This ensures that fans receive a comprehensive and immersive racing experience, whether attending the race in person or following remotely.
A Smarter Venue
Extending their relationship, NTT Data worked with Penske Entertainment to reinvent the digital infrastructure for the Indianapolis Motor Speedway, the largest sports venue in the world. NTT Data brought a smart-city approach to the venue, using technologies like AI-enabled optical detection that, combined with real-time entry gate flow-rate data, gives operations and security teams better visibility into what’s happening in the facility.
Giving operations teams real-time visibility into what’s happening within the venue, including visitor and vehicle traffic flow, allows them to make faster data-driven decisions while optimizing resources in real time. The infrastructure is used not just by the venue but also by partner organizations such as the National Weather Service and Homeland Security.
NTT Smart Solutions powers these experiences, and our secure, distributed platform captures video and sound data via sensors and micro data centers in designated areas. Integrating this information with historical and other real-time data sources, such as traffic, weather, and social media, allows them to leverage cognitive analytics to spot patterns and alert operations teams to potential issues.
The network’s capabilities were on full display at the most recent Indy 500. As the National Weather Service tracked thunderstorms threatening to delay the race, the venue had to make a quick call about whether to move over 300,000 attendees off the metal stands into safe shelter. The crowds were evacuated ahead of the storm with no serious issues, highlighting the power of data-driven infrastructure.
Racing Beyond the Track
Most digital transformation projects aren’t as complex as those facing NTT Data at the Indianapolis Motor Speedway. “Real Time” often means something less than a split-second for most enterprises, yet that’s rapidly changing. As AI and advanced analytics become part of enterprise IT architecture, the time-to-decision based on an influx of real-time data becomes a competitive enabler. The infrastructure must correspondingly adapt to enable this.
In transforming the Indycar fan experience for Penske Entertainment and building the Smart Venue at IMS, NTT Data demonstrates a firm command of the technologies at the forefront of several transformative projects that have significantly impacted various industries.
Bennet Indart, NTT Data’s vice president of SMART World Solutions, told me that the company catalogs and reuses its intellectual property to help accelerate digital transformation efforts across customers. A prime example of this is NTT Data’s efforts in smart cities, which leverage, for example, IoT technologies to create connected urban environments. These solutions enhance public services, improve infrastructure management, and promote sustainability.
The company’s smart city initiatives, such as it helped deliver in Las Vegas, Nevada, are transforming urban landscapes, making them more efficient, livable, and resilient.
NTT Data Americas CEO Eric Clark told me that he’s especially proud of the work the company is doing in the healthcare sector, where NTT Data is pioneering advanced technologies to improve patient care and operational efficiency.
The company’s solutions range from electronic health records systems to AI-driven diagnostics and telemedicine platforms. These innovations are revolutionizing healthcare delivery, making it more accessible and effective.
NTT Data is also making significant strides in the financial services industry. By integrating blockchain technology, the company is enhancing the security and transparency of financial transactions. NTT Data’s fintech solutions also empower financial institutions to offer innovative services and improve customer experiences.
Analyst’s Take
NTT Data spun out of Japanese telecom conglomerate Nippon Telegraph and Telephone in 1988 and is a global powerhouse with operations in over 50 countries. Its global workforce has since grown to over 130,000 employees, all dedicated to helping clients navigate the complexities of the digital age.
NTT Data operates in an aggressive and competitive environment, going head-to-head with global names like Accenture, IBM Global Services, Tata Consultancy Services, Cognizant, and more. These companies compete with NTT Data across various service areas, including IT consulting, systems integration, managed services, cloud computing, and digital transformation solutions.
Yet the company continues to stand out, closing out its recently ended fiscal 2023 with close to $30 billion in revenue, growing nearly 20% year-on-year. This positions the company as number two in its sector, behind only Accenture.
NTT Data’s journey from a Japanese IT services firm to a global leader in digital transformation is a testament to its vision, innovation, and dedication to client success. As the company continues to expand its horizons and embrace new technologies, it remains poised to shape the future of IT services.
With its comprehensive service portfolio, strategic initiatives, and client-centric approach, NTT Data is well-positioned to drive digital transformation and create lasting value for its clients worldwide.
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