Action for Children Gets Closer To Users Through Big Data Insight On Rackspace Open Cloud

  Action for Children Gets Closer To Users Through Big Data Insight On
  Rackspace Open Cloud

Charity leverages cloud to create deeper insight into user base and provision
                               for data spikes

Business Wire

LONDON -- January 17, 2013

Rackspace® Hosting (NYSE: RAX), the open cloud company, today announced that
it has been selected by Action for Children to help the organisation tackle
big data challenges and scale up its IT infrastructure on demand.

Action for Children is one of the UK’s largest and most prominent charities.
It has been looking to re-engineer its data operation and position itself for
the future. Key objectives included cost effective management of web traffic
spikes and better data analysis to provide deeper insights into customers and
fundraising activities.

The organisation needed to retain a portion of dedicated hardware on site to
host sensitive data. However, it decided to create a hybrid solution
incorporating open cloud hosting to provide the agility to accommodate data

“With Rackspace we knew that we could achieve true public, private and hybrid
portability. Additionally, by using an open platform such as Rackspace Open
Cloud, we could take a long term approach, ensuring that we avoided vendor
lock-in around pricing or technology roadmap restrictions. This gives us the
freedom to keep innovating, moving to new technology solutions and models as
they are developed,” said Darren Robertson, Digital Communications – Data
Scientist for Action for Children.

Economies of Scale

Action for Children also needed to ensure that its website could cope with
major spikes in traffic. For example, when Stephen Fry tweeted about the
charity, five million followers were encouraged to visit the website. This
type of activity can crash a website if the right kind of backbone is not in

“Moving to the cloud completely eliminates the expensive processes required to
support these spikes in the past. Rackspace provide us with the ability to
scale up and down according to demand while managing costs,” said Robertson.
“We need to be able to scale quickly at any time of night or day and, unlike
Rackspace, few vendors provide the support to lets us operate this way. This
is why I am glad that we have planned our big data cloud-based future roadmap
around the Rackspace open cloud platform.”

Deriving Insights from Big Data

Action for Children needs to understand and manage the needs of multiple
stakeholders including customers, donors, fundraisers and potential foster
parents. Years of interactions with these groups has left the organisation
with vast data sets. Rackspace is helping Action for Children manage this ‘big
data’, combining the speed and affordability of cloud computing with advanced
software, to provide more accurate and extensive insights than traditional
data analysis.

These insights are enabling the charity to create a bespoke online experience
for its diverse user groups. “We needed to be able to personalise the web
experience for each user so that we don’t, for example, ask students and
multinational CEOs for the same kind of donation. We are following Rackspace’s
roadmap for big data so that we can engineer a new level of contextual user
awareness into the way our IT system works,” continued Robertson.

“Action For Children has adopted an open cloud computing platform for future
flexibility which will support current big data innovation challenges," said
Taylor Rhodes, Managing Director, International, Rackspace. “The organisation
will now increase its ability to monitor and analyse where it is having the
most positive impact regionally, so we are confident that Action for
Children’s next steps forward will reap benefits for the organisation as a
whole and for those it seeks to help.”

About Rackspace

Rackspace® Hosting (NYSE: RAX) is the open cloud company, delivering open
technologies and powering more than 197,000 customers worldwide. Rackspace
provides its renowned Fanatical Support® across a broad portfolio of IT
products, including Public Cloud, Private Cloud, Hybrid Hosting and Dedicated
Hosting. The company offers choice, flexibility and freedom from vendor lock
in. Rackspace has been recognised by Bloomberg BusinessWeek as a Top 100
Performing Technology Company and is featured on Sunday Times list of 100 Best
Companies to Work For. Rackspace was positioned in the Leaders Quadrant by
Gartner Inc. in the “2011 Magic Quadrant for Managed Hosting.”

About Action for Children

About Action for Children is a national charity delivering services that
respond to the local needs of children, young people, their families and
communities.  Action for Children works in local communities with over 50,000
children and young people through 600 projects across the UK (as at 1^st
December).  The charity specialises in working with children and young people
whose families need support, who are in care, who are disabled or who
experience severe difficulties in their lives. The Action for Children vision
is of a world where all children and young people have a sense of belonging,
and are loved and valued; a world where they can fulfill their potential and
experience the joy of life.

Forward Looking Statement

This press release contains forward-looking statements that involve risks,
uncertainties and assumptions. If such risks or uncertainties materialize or
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materially from those expressed or implied by such forward-looking statements
and assumptions. All statements other than statements of historical fact are
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statements concerning expected development, performance or operational results
related to any particular customer or customers of our customers associated
with our hosting solutions or other products and services; any other
statements of expectation or belief; and any statements of assumptions
underlying any of the foregoing. Risks, uncertainties and assumptions include
issues relating to the performance of a customer’s configuration caused by
forces outside of the control of Rackspace; changes in the economy,
technological and competitive factors, regulatory factors, and other risks
that are described in Rackspace Hosting’s Form 10-Q for the quarter ended
September 30, 2012, filed with the SEC on November 7, 2012. Except as required
by law, Rackspace Hosting assumes no obligation to update these
forward-looking statements publicly, or to update the reasons actual results
could differ materially from those anticipated in these forward-looking
statements, even if new information becomes available in the future.


Rackspace Hosting
Zuzana Bielikova
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