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Press Release

Newmarket Taps Actifio To Enable Transformation Into Cloud-based SaaS

November 12, 2014

Hospitality industry solution provider slashes storage growth by 93% while shrinking application data provisioning times from days to hours.

BOSTON – November 12, 2014 – Actifio, the Copy Data Virtualization Company, today announced that Newmarket International, Inc. (“Newmarket”), an Amadeus Company, is using Actifio to improve the resiliency and agility of its software-as-a-service and hosted offerings for the hospitality market. Newmarket’s OnDemand Operations leverages Actifio across multiple copy data management use cases including local data protection, disaster recovery, and test and development acceleration for its powerful global service.

newmarket-300Newmarket develops business solutions for hospitality organizations to lower costs, increase revenue and improve customer satisfaction and guest loyalty. With more than 40,000 installations and 150,000 users in over 154 countries worldwide, Newmarket technologies are an integral part of the global hospitality industry.

During its transition to SaaS & hosted software delivery model, Newmarket faced data protection challenges when its traditional tape backup and storage-based replication proved too slow for client service level agreements (SLAs) and too costly for a large-scale virtualized SaaS/hosting environment.  As a result, the Newmarket team sought a technology solution that could drastically improve the recovery times for its client facing services. When they engaged with Actifio, Newmarket also realized it could leverage copy data virtualization to improve application testing, development, deployment & support processes with instantly accessible, current copies of application data.

“We wanted to make better use of our data to enhance the experience of our customer’s customers,” said Ken Wilson, Director of OnDemand Operations for Newmarket. “Actifio is helping us deliver on this mission, and doing so for us in a way that helps us save money, improves our time to market, and deliver better SLAs.”

Actifio has brought several notable organizational benefits and efficiencies to Newmarket, including:

–        88 percent improvement in Recovery Time Objective, which reduced the time to recovery from 8 hours to 1 hour;

–        98 percent improvement in Recovery Point Objective, cutting the recovery point to less than 30 minutes, down from 24 hours;

–        70 percent network bandwidth savings for complete replication of deduplicated compressed data;

–        93 percent overall storage reduction with deduplication and compression;

–        Reduced provisioning time of data copies for test, dev and QA from days to hours;

–        Nearly $100,000 in storage hardware savings.

By virtualizing the management and retention of data, Actifio allows businesses to eliminate multiple data silos and point tools deployed for backup, disaster recovery, business continuity, compliance, analytics, and test and development, and instead rely on one, SLA-driven, virtualized solution. Actifio’s solution provides Newmarket the ability to protect and manage a single ‘gold’ copy of each applications’ data which will be updated incrementally forever, from which virtual copies can be delivered for any use case. This has lowered hardware and software costs, reduced dependence on expensive Tier-1 storage systems and let the Newmarket OnDemand operations staff run lean.

“We’re very pleased to have helped Newmarket transition toward a cloud-based delivery model,” said Actifio CEO Ash Ashutosh. “We’re seeing this across our business right now…  software providers, global enterprises, and service providers themselves all focused on taking full advantage of the economics and scalability of the cloud-based delivery model. All are leveraging Actifio as the data management layer between their virtualized infrastructure and their critical business applications, and saving time, money, and headaches in the process.”

This week, Actifio will host a webinar with Newmarket & IDC on Thurs., November 13, at 12:00 p.m. EDT, to discuss the impact of Newmarket’s use of Actifio platform. To join, please register on Actifio’s website ahead of the webinar.  

About Newmarket International, Inc.

Since 1985, Newmarket® International, Inc. (“Newmarket”), an Amadeus company, continues to deliver proven business solutions for empowering hospitality organizations to lower costs and increase revenue, while improving customer satisfaction and guest loyalty. With more than 40,000 installations and 150,000 users in over 154 countries worldwide, Newmarket technologies are a cornerstone in the global hospitality industry. Offering solutions for sales and marketing automation, customer relationship management, catering and events, guest loyalty, meeting intelligence, workflow management, and property maintenance, Newmarket enables hospitality professionals to work smarter and better manage all aspects of their transient, leisure, groups and meetings business. For more information on Newmarket, please visit, like us on Facebook ( and follow us on Twitter (, @NewmarketIntl).

About Actifio

Actifio delivers copy data virtualization to hundreds of global enterprise customers and service provider partners in more than 30 countries around the world. Our Virtual Data Pipeline™ technology decouples data from infrastructure, enabling dramatic improvements in business resiliency, agility, and access to the cloud. Actifio replaces siloed data management applications with a radically simple, application-centric, SLA-driven approach that lets customers capture data from production applications, manage it more economically, and use it when and where they need to. Actifio is headquartered just outside Boston, Massachusetts, and can be reached via the web (, Twitter (@actifio), or email at