Case Study Intel® Xeon® Processor E5 Product Family IT Infrastructure Enterprise Cloud Solutions Enabling Integrated, Flexible & Highly Available IT Infrastructure For Unprecedented Media Delivery The Intel® Xeon® processor E5 solution that can support this varying user product family enabled NxtGen to demand without negatively affecting their deliver a cloud-powered and more experience is invaluable. efcient IT infrastructure for NxtGen, with its unique offering off highly Reliance Entertainment Digital efcient solutions in the data center & cloud space, was presented with the Today, most multimedia content delivery challenge of developing and deploying a and gaming service providers invest solution that could provide all this and heavily in a flexible and scalable IT more for Reliance Entertainment Digital infrastructure that is available at all times Limited (REDL), the digital arm of Reliance to meet their data center requirements – Entertainment (ADA Group), one of the both predicted and unpredicted – as largest media houses in the country, with multimedia content users & gamers’ interests in online media delivery, online interest levels and subsequently their gaming solution and e-commerce portal. usage patterns can be quite volatile. A Challenges • Traditional Server Platform: REDL needed to limit their reliance on physical servers, which was affecting the delivery of online multimedia content. “Intel’s high performance server • Consolidated & Cost-Effective: The need of the hour was a common platform that products and technologies would simplify the IT infrastructure and reduce capital & operating costs. helped in building the • High-Performance: REDL needed a highly capable cloud-computing platform to handle the high compute power required for resource-intensive online gaming applications and infrastructure in line with the video streaming. availability and scalability • Minimal Downtime: Another key focus for REDL was to minimize downtime as much requirements of the customer. as possible. The performance levels of Intel® • Seamless Migration: Moving huge volume of data and switching from the current setup Xeon® processor E5 increased needed to happen with minimum disturbance to business. the ability to run 120+ virtualized workloads, simplifying Solutions the IT infrastructure and • Enterprise Cloud Services from NxtGen: Provided Data Center as a Service, a hybrid reducing the capital cost and model that encapsulates delivering central IT Platform as a Service, for REDL. operating cost.” • High Performance, High Availability Resource Servers Powered by Intel: NxtGen deployed extremely powerful servers with each server consisting of four Intel® Xeon® -Abhijeet Upponi, Processors E5-4640, 256 DDR3 1600 MHz Memory, 2x120GB Intel® SSD Drives mirrored Vice President (Pre-Sales), NxtGen to the host Operating System, Intel® 4 Port GE Ethernet Cards, & Dual HBA FC Cards. Intel® Xeon® processor-based servers provide the foundation for driving down costs and delivering new data-driven services more quickly and efciently • Infrastructure Consolidation through Virtualization: REDL’s entire IT infrastructure, spanning 30 physical servers, was consolidated into 8 quad processor servers to run 120 virtualized workloads – greatly reducing the infrastructure requirements and also creating additional compute capabilities. • Built to Deliver: The solution was built by NxtGen based on the ITIL Framework & Governance Model to suit the specic requirements of the Massively Multi-Player Online Gaming and other resource-intensive media content delivery needs of REDL. Impact • Huge Reduction in Server Footprint: The deployment of cloud-powered servers resulted in an unprecedented reduction in the number of physical servers – up to 70%1. • Maximum Agility & Expansion: Despite this radical decrease, the setup has delivered “As part of our commitment to the necessary agility and provisions for expansion. the cloud service provider market, • Signicant Cost Savings: The solution delivered great savings in energy and cooling Intel worked with NxtGen in order requirements, which is proportional to direct reduction of cost by 30%1. to help congure the solution for • Enhancing Experience: Efciency increased signicantly, thus resulting in enhanced REDL. The Intel® Xeon® processor customer experience. E5 product family helps in • Improved Service Delivery: Total turnaround time for creation and the service decreasing data center power improved by 90%1. costs and is powering NxtGen • Maximizing Uptime: Reduced downtime with total uptime achieved clocking at 99%1. Compute Cloud Services, delivered • Improved Performance: Consolidation of servers resulted in increasing the compute to Reliance Entertainment Digital capability by 40%1. Limited Services. ” Sustaining Growth through of apps running on physical servers was - Srinivas S Tadigadapa, making it impossible to expand or scale up. Director, Enterprise Solution Sales, Intel Consolidation Every time the company expanded its South Asia Comprising of leading multi-brand servers to support the consistently consumer digital companies in India, growing businesses, it incurred capital Reliance Entertainment Digital (REDL) has expenditures to facilitate the necessary a business portfolio that includes dynamic increment of IDC collocation/energy/cooling brands like Reliance* Games, BigFlix*, requirement costs. Zapak* & Zapak* Solutions. With over 20 million satised consumers across all digital There came a point where the company platforms, REDL set its eyes on further had 450 physical servers running in 45 expanding its customer base. racks hosting 150 apps and 55 database instances for all the digital business. The However, after merging the different costs were compounded owing to the fact brands under REDL, the need of the hour that each setup used different bandwidth “The higher processing and was a common solution for the company’s links and essential old server AMCs were compute power of Intel® Xeon® traditional setups, which are running operational too. individually for each digital business. This processor E5 helped in led to the conceptualization of a REDL required a comprehensive and increasing the efciency and consolidation and cloud project to allow for scalable solution that could not only help customer experience for Gaming the transfer of all of REDL’s traditional reduce costs and effectively consolidate server workloads to the cloud. servers, but also provide in-built security and VOD applications.” and reduce latency, both of which play a REDL realized that they were faced with key role in influencing a user’s experience - Sayed Peerzade, some of the challenges that are typical in the digital world. REDL presented its CIO, Reliance Entertainment Digital Limited with most traditional setups: the multitude challenges and its vision to NxtGen. Key Highlights of ECS • With built-in flexibility, it allows the Changing the Game with Enterprise • Centralized, managed storage customer to enjoy similar Cloud Services infrastructure with enhanced data advantages as public cloud in terms protection features of the provision it provides to add & NxtGen brought its expertise in delivering • Based on ITIL Framework and remove resources. business value by providing Data Center as Governance Model a Service and offering a complete range of • As a robust infrastructure, it comes data center and cloud services to NxtGen consolidated REDL’s expansive IT with physical infrastructure that enterprises to the fore with Enterprise infrastructure by virtualizing it. This has has self-healing capabilities backed Cloud Services (ECS), an efcient and agile allowed the entire infrastructure to be by the highest level of support approach to operate scale-out applications consolidated to facilitate Massively from OEMs. in a predictable and cost-effective manner. Multi-Player Online Gaming and movie • The resources are dedicated, hosting for user consumption across media, Intel® Xeon® processor E5 product family ensuring predictability of including Smart TVs and tablets. While the delivered unparalleled capabilities, performance, so the customer has solution reduced the infrastructure REDL flexibility and scalability that were critical all the necessary flexibility to required and subsequently the cost of to REDL. With features that provide decide how to commit resources for ownership, it increased the compute enhanced performance boost and each application. capability by 40%1. The solution also gave improved energy efciency, ECS is not just REDL the flexibility they required to scale • It supports REDL’s Massively Multi- a high-performance solution, it is a cost- up or down, depending on the demand Player Online Gaming requirements. effective solution that enabled REDL to they face at any given point of time. reduce capital costs & operating expenses. Spotlight on Nxtgen The Power of Intel – Making a Big Transforming the IT Infrastructure Difference NxtGen, based in Bangalore, India, Landscape delivers central IT platform as a NxtGen provided higher value for REDL by service, including data center. It With a comprehensive list of requirements virtualizing REDL’s data centers and adding provides data center & cloud services as the framework within which to develop automation, ultimately driving down costs from its own High Density Data Center a solution with the capabilities to and delivering new data-driven services (HDDC) facilities and also deploys implement and manage the infrastructure more quickly and efciently. Intel®