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	September 22, 2009 Case Study: How AT&T Is Helping The Williams F1 Racing Team Become More Competitive by Mike Cansfield with Jonathan Penn, Reedwan Iqbal

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Executive Summary

AT&T is the title sponsor and exclusive telecommunications services provider of the Williams Formula One (F1) motor racing team. Like any other business, F1 is a relentlessly competitive environment. AT&T is more than just a sponsor of the team; it is also a technology partner working to improve the performance of the team by utilizing information and communications technology (ICT). Following a lean spell, the team is on the up again with ICT contributing to squeezing out improved performance from the race car. Vendor strategists can learn four things from how AT&T is helping Williams F1: 1) Networks can transform performance in real time; 2) partner to prosper; 3) project your brand to customers in their markets; and 4) deliver solutions that add value to your customers' businesses.

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