Zoom and Oracle Red Bull Racing partner for technology and marketing
Oracle Red Bull Racing (RBR) and Zoom today announced a new partnership that would integrate the Zoom platform into every Oracle RBR line of communication. When Formula 1 (F1) races are in season, I barely miss a race, and over the years it has quickly grown in popularity in the United States. I must confess that I am a big fan of RBR. Around this time last year, I had the opportunity to attend the United States Formula 1 Grand Prix in my hometown of Austin, which you can read about here.
If you ever watch F1 live, there are times when we get shots from the driver’s seat, and when issues or challenges arise between the team and the driver, communication becomes key. These moments of communication become critical and sometimes crucial for the race. The data is sent from the RBR Technology Center in Milton Keynes, where the information is communicated to the team on the field during a race and then fed back to the driver for critical race decisions. It becomes exhilarating for the fans to hear the communication of a team and its driver.
The partnership between Oracle RBR and Zoom is huge for both parties. Zoom is the most popular communication platform. It had a rough start at the start of its popularity, but as it grew, it managed to evolve and evolve quickly. Zoom’s workplace vision and movement towards platformization reveals that it’s not hitting its ceiling any time soon. These characteristics of the company are complementary to those of RBR and its innovative and technological leadership in F1 racing.
Janine Pelosi, CMO at Zoom Communications, spoke with Christian Horner, CEO and Team Principal of Oracle Red Bull Racing, and I got to ask a few questions that pepper my analysis of the partnership.
Zoom chat, meetings and events
Team members will use Zoom Chat to communicate between the Milton Keynes campus and from the pit wall live during the race. The RBR team will be able to switch from chat functionality to enhanced conversation in Zoom Meetings. I asked in the Pelosi and Horner interview how Zoom Meetings could improve communication between the RBR team and give an edge with video over audio. Horner hinted at the improved interactions you get when communicating over video. It’s a different experience than audio, and you can better assess a room through video.
I also think there is huge potential to improve interactions between an F1 team, especially with Zoom’s communication platform. Zoom recently created an App SDK that allows developers to create an app in a Zoom meeting. During the interview, I was told that Red Bull Racing is ready to work closely with Zoom to explore new and unique ways to use the Zoom platform to achieve team goals and objectives.
While RBR couldn’t elaborate beyond the collaboration, I think an RBR app within Zoom could give the team an edge. In the Zoom app, data and analytics could be communicated between the team on the ground at the race and team members at the RBR Technology Center. Imagine team members in the Zoom call pulling a 3D rendering of the car or track and being able to communicate ideas and make decisions on the fly via a Zoom app.
RBR will also use Zoom Events for the RBR team to communicate with their fans. Fans and partners will be able to join RBR events through Zoom Events and participate in hybrid experiences. I’m interested to see how RBR incorporates these events into their existing Red Bull Racing Paddock app. Hearing the communication between the driver and the RBR team can be exhilarating while watching live. I imagine when fans join in at RBR events, it would be even more exhilarating to see the RBR team communicate via video call.
I also asked when the events will be live and how the video will be different from what is on F1.com. I was told from the interview that live events will vary for partners and fans. I think it will depend on location and convenience. RBR Zoom events will be specific to RBR content and will not affect what is on F1.com. I’m interested to see the difference in content and availability of RBR F1 content that comes from these RBR Zoom events. It’s not about creating the same content that comes from F1.com, but unique hybrid experiences and events from around the world for partners and fans.
As part of the partnership, Zoom branding will be displayed on the team’s RB18 cars, drivers and race shirts, in the pits, garage and online. We should see some of them live at this weekend’s Heineken Dutch Formula 1 Grand Prix in Zandvoort, the Netherlands. I don’t think this partnership is very surprising to me. Zoom uses Oracle as one of its largest cloud infrastructure providers. Oracle provides data analytics to the RBR team, and this partnership between Zoom and RBR could be a result of this deep relationship between Oracle and RBR.
I’m excited to see this partnership between RBR and Zoom grow. I think his ability to evolve and quickly adapt to changes is exactly what is needed in a Formula 1 racing environment. I think he has a unique platform to offer fans the interactions excitement they desire and the RBR team with the technology it needs to win races.
Note: Moor Insights & Strategy co-op Jacob Freyman contributed to this article.
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