One of New Zealand\u2019s major ticketing agencies, iTICKET has moved all of its operations to Microsoft\u2019s regional Azure datacentres in Australia.\nThe migration was part of the group\u2019s plan to become \u201cstadium ready\u201d when they foray into the competitive ticketing for the sports industry, says iTICKET managing director Reece Preston.\niTICKET is a web, venue and mobile-based ticketing platform that provides promoters and venues with a reliable and highly-scalable system to sell event tickets.\nPreston says one of their most memorable experiences of recent years was ticketing two of Lorde\u2019s concerts in New Zealand.\n\u201cDemand was so high that tickets for the two gigs we were selling sold out in a little over one minute. The system coped with ease because we had scaled up the websites on the Azure platform to deal with the anticipated amount of traffic. Everything ran smoothly in spite of the high overall load - something that wouldn't have been possible with our pre-Azure system,\u201d he says.\n The system scales to as many servers and databases as necessary to ensure the customer experience is a positive one, whether there is one person online, or 50,000. Reece Preston, iTICKET\n.\nPreston says that since migrating all iTICKET\u2019s systems to Microsoft\u2019s Australian Azure datacentres \u2013 previously hosted in Singapore \u2013 the company has seen a notable improvement in processing speeds for all its workloads.\n\u201cThis means our customers are able to experience faster, hassle-free online booking, even with large on-sale peaks in demand; something even larger companies still tend to struggle with. The system scales to as many servers and databases as necessary to ensure the customer experience is a positive one, whether there is one person online, or 50,000.\u201d\nPreston founded the company as a startup with fellow developer Phil Jobbins in 2004.\niTICKET, he says, was created as a \u201cnew breed\u201d of ticketing company, with the aim of challenging the big multinational ticketing companies.\nTechnology has always played a major part in how iTICKET has been able to compete with \u2013 and have the ability to out-perform \u2013 larger ticketing organisations, he states.\nTen years on, he says, iTICKET now processes tens of millions of dollars\u2019 worth of tickets every year for more than 1000 clients across the country.\niTICKET handles a range of events, from those requiring just a few tickets, to larger festivals with thousands of attendees like the Auckland Home Show, Big Boys Toys and the Armageddon Expo.\nBut to be able to meet the demands of the market of ticketing for sporting events, it needed a cost effective and massively scalable online architecture, says Preston,\nHe says this is why the company built and continues to run all its core services across Microsoft\u2019s Azure platform, and also why they recently migrated their sites and database to Microsoft\u2019s Australia-based Azure datacentres.\nRelated:Harcourts' latest move: Office 365\nSend news tips and comments to firstname.lastname@example.org\nFollow Divina Paredes on Twitter: @divinap\nFollow CIO New Zealand on Twitter:@cio_nz\nSign up for CIO newsletters for regular updates on CIO news, views and events.\nJoin us on Facebook.