TIM, Ducati Launch 'The Speed of Innovation' Project

“The Speed of Innovation” project was unveiled at Borgo Panigale, the result of the collaboration between TIM and Ducati Corse on racetracks around the world, developed in partnership with Qualcomm Technologies Inc.

The initiative brings together a range of cutting-edge tech solutions developed by TIM Enterprise to create new, immersive experiences for fans.

Leveraging 5G and TIM’s new digital Virtual Reality solutions, visitors to the Ducati Museum will be able to immerse themselves in the atmosphere of the official Ducati Team's MotoGP™ pit and explore the history of one of Borgo Panigale’s most famous models. An exclusive trip through time, offering two experiences accessible through special visors, allowing fans to explore places and content typically out of reach.

In the first experience, visitors will go behind the scenes of the MotoGP™ World Championship and gain access to areas usually reserved to staff only. Fans will enjoy an unprecedented adventure, with the opportunity to explore the Ducati Lenovo Team's pit led by Mauro Grassilli, Ducati Corse’s Director of Sport, Marketing and Communication, with a 360-degree POV experience in up to 8K video quality. The visitor will be at the centre of the action and, guided by experts from Ducati Corse, will have the opportunity to explore the various technical aspects of the motorcycles and the race-weekend activities.

The second experience takes the visitor into a virtual “cabinet of wonders”, where it is possible to retrace the history of the iconic Ducati 916 through an interactive collection of images, rare historical and design documents, including the first sketches of the bike and vintage magazines that testify to its success.

“Today we are demonstrating how technology can enhance and virtualise the cultural and historical heritage of sport and design, through immersive experiences that make this content accessible even remotely,” says Elio Schiavo, TIM's Chief Enterprise and Innovative Solutions Officer. “All this is made possible by 5G technologies and TIM Enterprise’s innovative solutions, such as Extended Reality. We continue our journey between the past and the future, making advanced digital applications available to businesses and citizens, this time in the world of sport and related museums like Ducati’s, spreading knowledge and boosting attractiveness for tourism. This is part of the pathway we are taking to promote our country and its culture by using innovative technologies, such as the Cloud, AI, IoT and Cybersecurity, to make our cities smarter.”

"Innovation is a fundamental element of Ducati’s philosophy, shaping every aspect of our work and every business process,” says Patrizia Cianetti, Marketing & Communications Director of Ducati Motor Holding S.p.A. “Our partnership with TIM Enterprise aligns seamlessly with this vision and responds to our constant pursuit of sophistication, which is one of our core values alongside style and performance.” Through these two virtual reality experiences, complementing the visit to the Ducati Museum and factory, we fulfil our mission to improve people’s lives through unforgettable experiences. History and racing are two of the aspects that most ignite the passion of ‘Ducatisti’ worldwide. This is a unique opportunity for them to experience something exclusive, new and exciting.”

Dino Flore, VP, Technology at Qualcomm Europe, Inc., said: “We're delighted to work with TIM on this demonstration installation at the Ducati Museum. Thanks to the XR devices powered by Snapdragon XR platforms, visitors will enjoy an authentic and world-leading two-wheel experience. Thanks to the power of 5G and virtual reality, people can now explore Ducati Corse’s history and universe.”

TIM’s aim with the project is to a create a unique experience by using solutions with significant growth potential for businesses, leveraging the innovative power of TIM Enterprise and further stimulating the expansion of digital tourism and the promotion of “Made in Italy” creativity, including remotely, by offering more possible ways to visit and making these experiences more interactive and engaging, thereby drawing in new audience segments.

The digital experiences are made possible by two cutting-edge technological components: 5G millimetre-wave network coverage, enabled by Qualcomm Technologies, and the TIM Enterprise Extended Reality platform, which manages and optimizes extended reality solutions in the cloud to ensure complete and interactive immersion.

A demonstrative use case of the potential of 5G connected robots for the industrial and logistics sectors was also presented at the Ducati headquarters.

TIM, with help from the Bi-Rex Competence Centre, demonstrated a four-legged robot for tracking motorbike handling at Ducati’s new logistics hub in Valsamoggia, Bologna, highlighting how collaborative robots could shape the future of industry and logistics.

The history of the partnership between TIM and Ducati therefore enters a new and important chapter, reaching into novel areas of collaboration between the companies.

The project, running for the next few months at the Ducati Museum, relies on Meta Quest 3 and Lenovo ThinkReality VRX devices, TIM's high-speed, low-latency 5G millimetre-wave technology, and TIM Enterprise's Extended Reality platform.

The Ducati Museum’s immersive devices run on Snapdragon platforms, which have the key technologies to give visitors the best experience. These include powerful AI processing capabilities on the device, perception algorithms, video and low-latency graphics.