Telefnica Digital and Push Technology are to offer fast and scalable mobile and web data distribution from the cloud to any device through a strategic partnership.

Push Technology's smart data distribution technology Diffusion, combined with Telefnica Digital's infrastructure-as-a-service (IaaS) offering, allows customers to "address the challenges of bandwidth, infrastructure and redundant data to reduce costs and increase revenue", said the partners.

Sean Bowen, CEO of Push Technology, said: "Cloud service providers are operating a utility model to promote the benefits of lower CAPEX and scale. The problem is these cloud service providers are not addressing the challenges of the internet - bandwidth and network availability - so regardless of the services in-house, the delivery can become a quality of service nightmare."

Telefnica Digital and Push Technology can now offer customers IaaS that uses less bandwidth and supports multiple endpoints with few servers. The right data can also be supplied in real-time, removing redundant data from the network which can affect quality of service and add unwanted and unneeded cost to the end-user, said the pair.

Tim Marsden, director of cloud business at Telefnica Digital, said: "This agreement creates an entirely new method of building mobile and web services more in line with the requirements of businesses to stay competitive though super optimised cloud performance.

"Combining both Telefnica's cloud platform with Push Technology's real-time data distribution solution addresses performance, scalability and efficiency requirements."

The technology offering covers data sent over mobile networks, the web and machine-to-machine applications. Push Technology and Telefonica Digital are offering new customers the first ten terabytes of data free through their data distribution cloud.

The Diffusion system is already used by online gaming companies, financial institutions, brokers, traders, spread betting firms and news feed providers, including bet365, Betfair, Betdaq, Cantor, Compliant Phones, HSBC, Lloyds Bank, Oddschecker, Racing Post, Reuters, Sportingbet and William Hill. Details of the Sportingbet deployment of Diffusion can be found here.