Case Study

Azure Licensing and Services

Grey Matter supports MG Empower Limited with their software licensing requirements

MG Empower - Black logo

By disrupting the traditional marketing model, marketing consultancy, MG Empower Limited uses the power of digital and influencers’ cultural voices to create, produce, distribute and amplify unique social campaigns that connect with target audiences, delivering genuine cultural impact, conversations and uplifting performance. 

Sectors: Marketing

Vendors: Microsoft

Products: Microsoft Azure



MG Empower wanted to be more clever with its data due to its rapid expansion. To do this effectively, MG Empower wanted to move their on-premises platform to Microsoft Azure Cloud and needed support with the licensing from a Microsoft specialist. 


Grey Matter provided advice on deploying Azure via the Cloud Solution Provider (CSP) Programme. We explained how it is licensed and the benefits of Grey Matter’s CSP programme. 

Then we setup a call with our services division, Cloud Know How, who subsequently advised an Azure Design Service. The team reviewed MG Empower’s architecture in line with the five pillars of Azure – reliability, security, cost optimisation, operational excellence, and performance efficiency. 

From there, the Cloud Know How team deployed Azure for MG Empower as they didn’t have the resource or expertise to implement it themselves. It was a large deployment and took 10 days to complete. 

In addition to Azure, we also implemented Power BI, so that MG Empower can easily manipulate different hot and cold data sources. Hot data requires the fastest and most expensive storage because it's accessed more frequently, and cold (or cooler) data is accessed less frequently and can be stored on slower, and consequently, less expensive media. 


MG Empower’s solution is now more scalable and cost effective thanks to moving to Azure SaaS. Software as a Service, (SaaS), allows users to connect to an app over the internet. The underlying infrastructure, middleware, app software and data are located and secured in the service provider's data centre.  

MG Empower can also lean on Grey Matter and Cloud Know How for licensing and technical advice. Plus, benefit from the extra value that Grey Matter offers, including free events and workshops, as well as funding for some Azure projects. 

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We were seeking a cloud service provider, and Grey Matter more than met our expectations. They oversee our cloud infrastructure, and with their support, we were able to develop our own SaaS platform, which enables us to ingest, store, and analyse data for our end-user reporting purposes. They took the time to learn about our business and provided us with fantastic plan options. We strongly recommend Grey Matter.

Jonathan Aina – MG Empower Limited

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