EdisonWeb saves $30,000 annually by moving its Web Signage application and databases to Microsoft SQL Azure and Windows Azure. This allows EdisonWeb to offer Web Signage to customers in a more affordable and flexible way, while avoiding the high costs of managing its own on-premises infrastructure. Using the cloud also enables EdisonWeb to expand its business globally without having to establish physical server locations in other countries. Customers benefit from lower and more flexible pricing, while EdisonWeb can focus on innovation rather than infrastructure management.

1. Microsoft SQL Azure
Customer Solution Case Study
WebFirm Saves $30,000 Annually, Expands
Global Growth with Cloud Database Service
Overview ―We are proud of having achievedSQL Azure and
Country or Region:Italy
Industry:Professional services—Software Windows Azurecompatibility, which will allow us to
engineering
further shorten our release and development times and
Customer Profile increase both scalability and performance.‖
EdisonWeb is anindependent software
Riccardo D’Angelo, Chief Executive Officer, EdisonWeb
vendor whose Web Signage application
provides an easy way to create and
manage content for digital signs.
EdisonWeb is based in Mirabella
Imbaccari, Italy.
In 2009, Italian software developer EdisonWeb launched Web
Business Situation
Signage, an application that retailers and other organizations
EdisonWeb hosted Web Signage
database content in Microsoft SQL Server use to manage content for digital signs used in retail stores and
running on on-premises servers, a model
other venues. However, hosting the application in an on-
that burdened the firm with high costs
and limited its ability to grow its premises infrastructure was expensive and limited the company’s
business.
ability to expand beyond Italy. EdisonWeb added the Windows
Solution Azure platform as a deployment option for Web Signage, which
EdisonWeb gave customers the more
enabled the company to store key elements of the application in
affordable option to run Web Signage
from the Windows Azure platform, Microsoft SQL Azure, a cloud-based relational database service.
storing data in Microsoft SQL Azure,
By using SQL Azure, EdisonWeb is realizing savings of nearly
where it is available globally.
U.S.$30,000 a year and can now expand internationally without
Benefits
the expense of setting up and managing a global server
Flexible pay-as-you-go pricing
Free to grow internationally infrastructure. Customers enjoy a more cost-effective service,
More flexibility for customers
and EdisonWeb can focus on developing great software rather
Faster pace of innovation
than managing servers.

2. ―It was difficult to Situation for the whole server infrastructure.‖ Also,
EdisonWeb is an independent software EdisonWeb had to manage the application
expand our services vendor that specializes in developing and database servers—apply security
innovative web-based solutions for updates, monitor performance, and
outside of Italy with an commercial and government customers. routinely upgrade software and hardware—
on-premises Established in 1996, EdisonWeb develops which consumed precious IT resources.
applications for e-government, healthcare,
infrastructure.‖ info-mobility, tourism, and digital Additionally, the company’s flexible
marketing companies that require high- licensing model did not fit well with a
Vittorio Polizzi, Chief Technology Officer,
EdisonWeb performance and easy-to-use solutions. standard on-premises infrastructure,which
EdisonWeb is a Microsoft Gold Certified presented recurring costs that were
Partner based in Mirabella Imbaccari, Italy. disconnectedfrom server usage.
In 2009, EdisonWeb developed Web The biggest challenge, though, was that
Signage, a software platform that helps EdisonWeb wanted to grow its Web
businesses manage interactive and non- Signage business but could not move
interactive digital signs, such as in-store beyond Italy without significant work and
projectors, digital billboards, and expense. ―It was difficult to expand our
information signs in public facilities. services outside of Italy with an on-
Companies can also broadcast audio clips premises infrastructure,‖ Polizzi says. ―The
to in-store radios and send Bluetooth performance was often insufficientwhen we
messages over its platform. Customers use tried to stream video content across long
the PC-based Web Signage Player software distances. For every new country, we would
for audio/video content playback, and the have to establish relationships with local
web-based Web Signage Server Platform to telecommunications companies, set up
create and distribute content to the player servers in those countries, and then
machines, manage the player network,and manage them remotely. Managing a
analyze audience response data. transnational network with an on-premises
infrastructure would require a great deal of
EdisonWeb hosted the Web Signage server capital and work.‖
applicationon on-premises servers and
stored content metadata, user account Solution
information, and part of application logic, In late 2009, EdisonWeb began to evaluate
in databases runningMicrosoft SQL Server cloud service providers that could host
data management software. Web Signage in the cloud—in a network of
third-party global data centers, delivering
However, hosting Web Signage in local the application and data to customers over
data centers presented barriers to the Internet with a level of scalability,
EdisonWeb. ―We allow customers to rent flexibility, and economy that was not
player licenses by the month and turn them possible with an on-premises infrastructure.
off when they’re not using them, such as EdisonWeb considered a few solutions,
during low retail seasons,‖ explains Vittorio including Amazon Elastic Compute Cloud
Polizzi, Chief Technology Officer for (EC2), but in the end it chose the Windows
EdisonWeb. ―But with an on-premises Azure platform from Microsoft.
infrastructure, we still had to pay for SQL
Server licenses even when we weren’t using ―Web Signage is a Microsoft-based
them, and we had a steady capital exposure application, and we have in-depth

3. experience with the Microsoft .NET far more cost effectively,‖ Polizzi says. ―We
Framework and the Microsoft development no longer needed to purchase licenses for
environment,‖ Polizzi says. ―Also, we found each physical instance of SQL Server.‖
the Windows Azure platform much more
suitable than the other cloud services In June 2010, EdisonWeb made the
because of its comprehensive services and Windows Azure version of Web Signage
the ease of porting our web application to available. It took the company four months
the cloud without losing compatibility with to migrate the Web Signage application to
on-premise deployments. The Windows Windows Azure but only two weeks to
Azure platform was simpler to manage migrate the database portion to SQL Azure.
because of its platform-as–a-service ―Moving our code to SQL Azure was easy,‖
approach, more flexible, and also offered a Polizzi says. ―We had to change some code,
relational database service [with Microsoft but we didn’t have to change anything in
SQL Azure], which Amazon did not have.‖ the database schema. Our developers were
able to use the very same tools that they
Database Moved in Two Weeks use in working with SQL Server.‖
Microsoft SQL Azure, part of the Windows
Azure platform and hosted by Microsoft, is Global Data Delivery
a cloud-based relational database service Customers that opt to deploy Web Signage
built on SQL Server technologies. SQL in Windows Azure enjoy the same
Azure Database provides a highly scalable, application functionality and appearance
Customers install the Web
multi-tenant architecture that allows that they do with the on-premises version.
Signage player software on their multiple tenants to share a common EdisonWeb uses SQL Azure to store all
PCs, but sign data can be stored underlying infrastructure while isolating multimedia content metadata,
in Microsoft SQL Azure and each tenant’s data. ―SQL Azure offers many configuration and statistical information,
accessed over the web. of the features available in SQL Server 2008, and user credentials. It also stores part of
the application business logic in SQL Azure.
EdisonWeb stores actual sign content by
using Windows Azure Blob Storageand
delivers content through the Microsoft
Content Delivery Network (CDN), which
caches publicly available blobs at strategic
locations to provide maximum bandwidth.
This flexibility makes it possible for
customers to manage content in one
country while delivering itto a different
country. Blob storage is a collection of
binary data stored as a single entity in a
database and used primarily to hold
multimedia objects such as images, videos,
and sound.
―If we have a customer in Italy that wants to
expand in Brazil, they can easily do so
now,‖ Polizzi says. ―The customer can
manage their digital signage content from

4. ―The math is very Web Signage Platform in Italy but send with it. ―We can federate our network and
relevant content to players in Brazil.‖ create a digital signage marketplace,‖
compelling. In addition Polizzi says. ―DataMarket could help us
Coming Soon: Data Mash-Ups here, and let us supply additional services
to offering Web Signage Now that Web Signage is running on the to customers.‖
on Windows Azure and Windows Azure platform, EdisonWeb is
working to optimize and expand it. It is Benefits
SQL Azure, we are evaluating the Windows Azure AppFabric, By offering the Windows Azure platform as
specifically the AppFabric Service Bus, as a a Web Signage deployment option,
planning to move all our way for customers to link Web Signage to EdisonWeb anticipates saving nearly
databases to SQL Azure.‖ other applications. AppFabric Service Bus U.S.$30,000 a year in database-related
provides security-enhanced connectivity costs and has removed barriers to growth.
Vittorio Polizzi, Chief Technology Officer, between loosely coupled services and Customers will continue to pay for the level
EdisonWeb applications, enabling them to navigate of service they need, with pay-as-you-go
firewalls or network boundaries. scalability. With Web Signage for Windows
Azure, EdisonWeb introduced the first
Web Signage implements a set of custom digital signage and proximity marketing
Windows Communication Foundation solution using Windows Azure and SQL
servicesthat it calls Open Communication Azure. Rapid development was possible
Interface, which makes it possible for third- due to the ability to reuse existing
party solutions to connect to the service to code.And because its developers always
create content and plan advertising have access to the latest versions of SQL
campaigns on a digital signage network. Azure and Windows Azure technologies,
―We’re interested in using AppFabric EdisonWeb can accelerate its pace of
Service Bus to let third-party applications innovation.
use our communications interface without
changing their security settings,‖ Polizzi Flexible Pay-As-You-Go Pricing
says. ―With Service Bus, a customer can, for By using SQL Azure and Windows Azure,
example, link their point-of-sale solution EdisonWeb can significantly reduce its
running on their own servers with Web infrastructure costs and offer customers a
Signage to advertise slow-selling products.‖ cheaper pricing model. The company
currently maintains 50 physical databases.
EdisonWeb also plans to use Windows When it migratesthem all to SQL Azure,
Azure Marketplace DataMarket, a cloud- EdisonWeb will avoid the cost of upgrading
based data marketplace and another to Microsoft SQL Server 2008 and replacing
component of the Windows Azure the physical servers—a $50,000 expense.
platform, to easily locate third-party data Depreciated over the five-year life of the
sources, web services, and applications that hardware, this is an annual savings of
it can combine with Web Signage. So- $10,000 for hardware, software licenses,
called data mash-ups combine data from and consulting. Add to this an estimated
multiple sources—such as Web Signage $25,000 annually for maintenance and
and a database of a company’s sales by bandwidth fees, and the cost avoidance
region—to give customers new insights totals $35,000 a year. For its application,
into their data. Because Web Signage EdisonWeb pays about $6,000 a year to use
exposes functionality through Windows SQL Azure, so it saves $29,000 a year.
Communication Foundation service
interfaces, other applications can connect

5. ―Our digital signage ―The math is very compelling,‖ Polizzi says. expensive Web Signage service and scale
―In addition to offering Web Signage on up their processing power and database
platform supplied over a Windows Azure and SQL Azure, we are capacity to follow their business growth,‖
planning to move all our databases to SQL Polizzi says. ―Windows Azure and SQL
cloud-based service Azure.‖ Azure provide more flexibility and cost
allows us to launch a effectiveness for customers.‖
EdisonWeb will also save on database
new network in a few software licensing when customers scale Microsoft cloud services also offer higher
their infrastructure. Some retail customers availability. Web Signage was originally
hours, achieving have seasonal advertising needs, and implemented as a single-tenant application,
performance, reliability, EdisonWeb allows them to suddenly add or meaning that each customer had its own
remove players as needed; they simply database server. By using Windows Azure,
and ease of send EdisonWeb an email message. Now, EdisonWeb also has the option of
when a customer changes the number of implementing an isolated Windows Azure
administration active licenses, EdisonWeb can scale the and SQL Azure service for each customer,
unmatched by traditional number of Windows Azure instances delivering single-tenant security at lower
accordingly. prices. ―With Windows Azure, an
solutions.‖ application error or service failure cannot
Free to Grow Internationally cause a massive service disruption,‖ Polizzi
Riccardo D'Angelo, Chief Executive
Officer, EdisonWeb The move to the cloud also helps says. ―SQL Azure is not only less expensive,
EdisonWeb expand internationally. ―With it’s safer.‖
Windows Azure and SQL Azure, it’s easier
for us to deliver our service outside the Faster Pace of Innovation
Italian borders,‖ says Polizzi. ―We simply Because of the consistency between SQL
choose the closest Microsoft data center Server and SQL Azure, EdisonWeb
from which to deliver the service. If we developers were able to port Web Signage
want to deliver the Web Signage service to data to the Windows Azure platform in just
a customer in China, we don’t have to put two weeks, enabling it to be first to market
servers on a plane and fly them there. I can with a digital signage offering based on
manage the deployment processfrom Windows Azure. ―We are proud of having
Europe and deliver the Web Signage server achieved SQL Azure and Windows Azure
application from a Microsoft data center in compatibility, which will allow us to further
Hong Kong. With SQL Azure and Windows shorten our release and development times
Azure, we can offer our service anywhere— and increase both scalability and
and deliver it tomorrow.‖ performance,‖ says Riccardo D’Angelo,
Chief Executive Officer for EdisonWeb.
Integrating third-party data sources ―Web Signage is attracting the attention of
through the Windows Azure Marketplace communications professionals, advertising
DataMarket will also give EdisonWeb more agents, and the media, which have found
opportunity to grow. that our digital signage platform supplied
over a cloud-based service allows us to
More Flexibility, Availability for launch a new network in a few hours,
Customers achieving performance, reliability, and ease
By reducing its IT infrastructure costs, of administration unmatched by traditional
EdisonWeb can lower prices for customers. solutions.‖
―If we have a customer with a small
network, we can start them off with a less

6. For More Information EdisonWeb developers can quickly roll out Windows Azure Platform
For more information about Microsoft new features of the service because they The Windows Azure platform provides an
products and services, call the Microsoft always have access to the latest Microsoft excellent foundation for expanding online
Sales Information Center at (800) 426- software. ―With SQL Azure, we can deliver product and service offerings. The main
9400. In Canada, call the Microsoft future versions of our product faster components include:
Canada Information Centre at (877) 568- because we are always up-to-date in the
2495. Customers in the United States and cloud,‖ Polizzi says. ―Also, with Microsoft Microsoft SQL Azure. Microsoft SQL
Canada who are deaf or hard-of-hearing managing our database infrastructure, our Azure offers the first cloud-based
can reach Microsoft text telephone staff can focus on developing great relational and self-managed database
(TTY/TDD) services at (800) 892-5234. software and supporting customers. Our service built on Microsoft SQL Server
Outside the 50 United States and staff has more time to work on the technologies.
Canada, please contact your local application rather than maintaining Windows Azure. Windows Azure is the
Microsoft subsidiary. To access servers.‖ development, service hosting, and
information using the World Wide Web, service management environment for the
go to: In short, EdisonWeb believes that it has Windows Azure platform. Windows
www.microsoft.com made both good business and technical Azure provides developers with on-
decisions by adopting the Windows Azure demand compute and storage to host,
For more information about EdisonWeb platform. ―We think that we can glean scale, and manage web applications on
products and services, call (39) (0) 933 99 greater benefits from Windows Azure than the Internet through Microsoft data
11 99 or visit the websites any other,‖ Polizzi says. ―Microsoft is centers.
at:www.edisonweb.comor supplying the best cloud services out there Windows Azure AppFabric. With
www.websignage.eu and is working to take the cloud closer to Windows Azure AppFabric, developers
developers and to make the transition to can build and manage applications more
the cloud very easy.‖ easily both on-premises and in the cloud.
− AppFabric Service Bus connects
services and applications across network
boundaries to help developers build
distributed applications.
− AppFabric Access Control provides
federated, claims-based access control
for REST web services.
Windows Azure Marketplace
DataMarket. Developers and
information workers can use the new
service DataMarket to easily discover,
purchase, and manage premium data
subscriptions in the Windows Azure
platform.
To learn more, visit:
www.sqlazure.com
Software and Services
Windows Azure Platform
− Windows Azure
− Microsoft SQL Azure
This case study is for informational purposes only.
MICROSOFT MAKES NO WARRANTIES, EXPRESS OR
IMPLIED, IN THIS SUMMARY.
Document published November 2010