the stadium business - technology of engagement
DESCRIPTION
For millennia people have been travelling to stadia to watch and participate in spectacles of pure brutality and sport sponsored by kings, emperors, states, individuals. Today sport and other entertainment events have become a major global business sector with executive facilities, commercial sponsorship, broadcast and full media coverage. But, in many respects, the crowds and their experience has changed little. However, technology is impacting this situation and looks set to accelerate the rate of change. In a similar manner to the airline business; the few pay around 80% of the costs, whilst the many fulfil the 20% or so. All the attention is lavished on the few and the many are neglected and remain a latent opportunity. The technologies of communication, networking, apps, Big and Meta Data can change all this by creating a ‘market of one’. Satisfying the needs of every individual and every group should be pursued as it leads to a world of new services and ‘pre-selling’. The technological opportunities are endless with augmented reality able to furnish a view from every angle to mobile devices and wearables supported by real time details, data and statistics. Clouds and ‘networks without infrastructure’ can overcome the limitations of 3, 4, 5G and wifi systems that will never satisfy the need for growing customer connectivity and bandwidth. They can also help solve entry congestion and simultaneously support security and vending operations. Branded mobile devices with pre-loaded apps are also an obvious step towards the creation of ‘The Club’ identity and ‘belonging’ that goes way beyond the latest strip, scarves and hats etc with far more kudos than a gold card! “On a grand scale this all involves Big Data, but for a ‘market of one’ it is the Meta Data that counts - that is where the opportunity and the $$$ reside” All of this comes at a price of management and operational change! Embracing the new takes a positive mind and considerable energy in the face of day to day operations, but the workforce and the customer base is also changing fast with the old and old of mind being replaced by the young and young of mind. The tech savvy are on the move and making up an increasing proportion of society - and the trick is to leverage their knowledge and abilities at every level possible. “Change is inevitable and accelerating - and you have to decide to be a driver or a victim”TRANSCRIPT
the STADIUM BUSINESS a n d T h e
t e c h n o l o g y of engagement
COCHRANE a s s o c i a t e s
cochrane.org.uk ca -g loba l .org
Peter CochraneYou are selling emotional bits
a very long historyNot much has changed ?
View Food Entry Clubs Drink Boxes
Seating Control
Franchises Supporters
Sponsorship Entertainment
Or has it ? The Spectacle Construction Globalisation Technology Outcomes Transport Variety !
!
!
THE BUSINESS MODEL
The few up front pay for the flight The many at the back are ballast !
Know and look after the few Adequacy for the many !
Many treats for the few Minimal for the many !
Support for the few None for the many
Just like an airline?
positive engagement
Everyone pays (more) for the flight Everyone is known and looked after Treats for all as per need Support for all Making everyone feel loved !
Making every fan a part of the club !
More from and for less or the same
Do you SEE A MASS MARKET ?Disconnected individuals ?
or a market of one ?Networked individuals and connected groups ?
Do you SEE A world beyondSeats, kit and apps?
Are you leveraging what is availableApps and data ?
Exploiting technologies ‘for free’ to look after, anticipate and meet
the needs of individual fans, and all their friends and associates, before,
during and after the game…whilst propagating the emotional bits - raising expectation and excitement.
Do you see networks of Interest groupsWho share everything !
Something to be leveraged !
The screens of lifeThe fight for eyeballs and attention span !
A view of universal changeMulti - Media Rules !
simultaneous screens & AudioMulti - Media & Tasking the new norm !
Working, watching, listening and playing at the same time….
Multi-engagementCoping with complexity!
Symptomatic of information overload and not some form of attention deficit disorder
A different expectation!
Business is changing fastWe sometimes have to accept the counterintuitive !
What we considered to be impossible, or very risky in the past is now being rendered safe and good practice by the enabler of technology - and we have to be prepared to change - to try the things that we once avoided….
In the past it was always the young and the new who watched and followed the old to learn the ropes of a new business - today it really is worth the old tagging along with the young and the new to learn new tricks - and to gain a broader perspective of what might be - and what is now possible!
CusToMer base CHANGEThe old and old of mind are dying
and/or being marginalised
‘The young, and young of mind, expect much more for the same or less’
role reversalFull of tech wisdom - now teaching the old - and your future customers !
R&D ⇒ Defence ⇒ Industry ⇒ Consumer
School ⬇ College ⬇ University ⬇ Computing
role reversalFull of tech wisdom - now teaching the old - and your future customers !
R&D ⇒ Defence ⇒ Industry ⇒ Consumer Defence ⇐ Industry ⇐ Consumer ⇐ R&D
Computing ⬇ School ⬇ College ⬇ University ⬇ Computing “Specialised”
The world is no longer simpleIt is connected, complex, and non-linear !
Complexity is a key feature of the universe - all life forms - and now all business Technology and people are engineering complexity - its expanding growth & spread At a fundamental level we don’t understand it - we have no generalised mathematics At a business level we have to embrace and leverage it - or loose money & risk extinction Computer modelling, war gaming, and decision support are essential - along with big data We need a symbiotic relationship with our technology to be successful - AI is a key component
Change is not a constantIt is exponential !
Top 10 jobs in 2010 did not exist in 2004 1 in 4 have only been in their job for 1 year Average manager dwell time is < 2.5 years
Average worker dwell time is < 5 years
Almost all of the key technologies and apps you now take for granted did
not exist 10 years ago
ExponentialWhat does it mean ??
More data/information will be generated this year than in the previous 5000 !
…and the year after that …and the year after, after that …and the year after, after, after…
Loyalty and lock-inBranded technology: pre-loaded, fast and useful !
BIG + META-DATAA modern market of one !Who
What When Where Friends Domicile Opinions Influence Networks Movement Behaviours Employment Relationships Demographic
Clubs Travel Status Music Family Sports Politics
Reading Hobbies Ethnicity Interests Pastimes
Education Behaviours
Associations +++++++++
!
anticipating needCreating and satisfying desire - never to disappoint
Beyond notifications, fixtures, replays, team details, statistics and special offers: PRE -SELLING
TechnologyA very small sample to be aware of…
No spoofs, magic, or ‘wires around the back’ - only real and working stuff - game
changers available now or coming very soon!
THe Cloud(s)Plural not singular because the internet won’t scale!
P e r m a n e n t Tr a n s i e n t
M o b i l e Open Closed Visible
Invisible P e r s o n a l
C o m m e r c i a l G o v e r n m e n t L
oc
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the rise of the Connected The new modes and expectations are not an accident !
Speed of
Change
Adaptability and
Flexibility
New Technology
Entries Competition
Growing
Global Market Threat
Ecological Humanitarian
Demands
BYOD BMOB OPEN APPS Social
Mobility BIG Data
Networks without infrastructureBeyond 3,4,5,6..G and WiFi
Direct device to device, and thing to thing, communication at will - free of cost or control…will power the ‘Cloud of Things’ as well as peoples…
3,4,5G nets cannot support the demands of future traffic and logistic networks… but vehicle to vehicle systems can…by providing the most efficient and relevant linking of users reporting their status and sharing local/pertinent information !
vehicle to vehicle
people to people
IBM WATSONGeneral knowledge +++
Deep Blue beats world chess champion Gary Kasparov 1997 Watson general knowledge Jeopardy champion 2011 Watson moves into medical diagnosis trials 2012 Watson adopted by medical profession 2013 Watson APIs made public as an App 2014 Watson Call Centre trials 2015 ???
Yet To Come ?? Truth Engine Search Engine Voice Search Genera l Analyt ics Personal Ass istant
Augmented Reality ViewingRemote cameras cover ing every angle
Watch that goal, that try, that touch down from every and and seat in the stadium in real or relive the moment(s) & angles delayed time
Have all the vital info and data available at a click
throughout the game
More empowering than
anything we have
had before
THE future of computingPersonal not Corporate
Unacceptable Ineffective and unuseful IT Dept’s
Fixing hardware ,
Software , Nets ,
and Secur ity is
no longer key!
BIG DATA
Modell ing
Dec i s i onSuppo r t
are now
pr imary !
Wasted Resource !
You get
far better
by
outsourcing
BMOD
BMOB
T h e y c h o o s e a n d purchase their own Apps, Hardware, and fund their own ISP and security… !
Thinking, working & acting differently...
new workforceWorking on the fly!
new workforceTech savvy, fully equipped…
No time for rules , constraints of the past, Secur ity or IT Depar tments…
They see social networking is a vital a tool...…as is their personal choice and preference for specific equipment, apps, web sites and ways of working...
...they don’t eMail, they TXT and IM !
...they don’t conceal or hide they share !
new workforceNo loyalty or allegiances , dr iven by pure interest !
Doing what you have always done but more efficiently will not work - attitudes, working and operational practices, have to change if you are compete on the world stage ...
CHANGE IS NOT OPTIONALIt is essential!
What we know for sure....In the next phase the winning companies and countries
will have taken risks, and dared to be different...
...very different...
THE FutureBelongs to those who dare to be different
Thank You
ca-global.orgcochrane.org.uk
COCHRANE a s s o c i a t e s
For supporting publication and presentations GOTO: www.cochrane.org.uk
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