IBM's cloud-based services are the perfect solution for Wimbledon's digital content offerings, as IBM Web Hosting expert Mauro Marzorati explains in this video. Huge and hitherto unpredictable spikes in demand make providing just enough capacity to meet the peaks, without wasting energy and cost, a complex balancing act. IBM serves wimbledon.com from three data centres spread around the globe, only two of which are required to cope with peak demand. Social media analytics are now used to help predict patterns of demand, and allow more accurate provisioning of capacity from these three data centres. This ability to better predict requirements and dynamically shrink or grow infrastructure to meet demand when needed could keep the costs down for any business.