Deluxe And AWS Collaborating On Cloud

Deluxe Entertainment Services Group have set a multi-year, strategic collaboration with Amazon Web Services to offer faster and at-scale solutions for content creators and distributors.

Additionally, Deluxe selected AWS as the company’s primary cloud provider, fully integrating AWS services to enable end-to-end content solutions offered via the Deluxe One platform. Deluxe said: “The agility of serverless workflows on AWS enables Deluxe to combine services such as Amazon Translate and Amazon Transcribe with Deluxe’s expert media services and capabilities to address industry challenges around localization and global distribution.”

Deluxe One’s capabilities are “leading the transformational shift across the industry and completely redefining workflows as content creators and distributors make the transition to the cloud,” the company said.

By leveraging the extensive cloud services provided by AWS, Deluxe said it has the ability to offer scalable and efficient solutions for the creation, storage, processing and delivery of content, connecting the media supply chain with an open platform to all vendors and partners to meet market demands.

“As more companies adopt native cloud workflows, our combined efforts are establishing how the modern digital media supply chain functions,” said Andy Shenkler, chief product officer of Deluxe. “We’re going all-in with AWS to leverage every aspect of their services across our Deluxe One ecosystem, enabling us to jointly provide content creators and distributors with innovative solutions across the end-to-end media ecosystem, as well as expanding the automation and enhancing the efficiency of our business operations and interactions with our customers.”

“We are delighted to collaborate with Deluxe in addressing challenges that content creators and distributors are facing,” said Swami Sivasubramanian, VP of machine learning, Amazon Web Services, Inc. “Deluxe’s rich history of serving this market segment combined with AWS services, such as Amazon Translate and Amazon Transcribe, will accelerate the development of new opportunities for the industry to create, localize, transform, and deliver personalized content to viewers around the world.”

In addition to existing offerings, the first industry challenge that Deluxe and AWS are tackling with this collaboration is the need for scalability and rapid innovation within the localization business. Global reach and increasing consumer demands are leading to shifts in the industry that require faster turnarounds aligned with shrinking release windows for content delivery.

Deluxe and AWS are working together to revamp the modern digital media supply chain by enabling rapid, highly accurate, automated transcreation at scale, combining Deluxe’s expertise in localization with AWS’s AI/ML services, including Amazon Translate and Amazon Transcribe.

The goal, they say, is to have a truly automated localization service for subtitling, closed captioning, and compliance that considers regional context and transcreation requirements not currently possible today.