Post on 03-Apr-2018
transcript
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Comment:Sebastian Coe
Big Data:better sport
The stadiumgets smart
Tech trendsfor 2020
Sport stars to benefit
rom scientific approach
How will the world
have changed?
Creating a multi-sensory
experience or ans
Social media is going to
transorm the Games
Thought leadership from Atos
A vision forsport andtechnology
innovation in sport
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The business and technology
landscape has neverchanged as quickly as it
is doing now. At Atos, our
responsibility is to stay
one step ahead o this evolution
and help our clients to do the same.Our Ascent initiatives are designed
to share with our partners and
customers advance innovation
and thought leadership on emerging
trends in many areas. This Ascent
magazine explores one specific areain which Atos is proud to have a
unique track record: sport.
Technology is driving excellence
in sport more than ever beore
whether its smart equipment, kit ordata analysis. Its also transorming
the experience or ans who get
an enhanced experience whether
watching live or remotely.It is now more than two decades
since we began working with the
Olympic and Paralympic Games.
In the years since our first Games,
inormation technology has moved
rom being a support unction to
an integral part o the successuldelivery o any event.
London 2012 heralded another
milestone as the world experienced
its most connected Games. We are
proud to have worked with the
In the pages o this magazine,
the Atos Scientiic Community
asks us to imagine a 100m sprint
inal with eight people none owhom are in the same location.
That could actually happen at an
Olympic Games in the orseeable
uture. Each athlete could run in his
or her own city, and yet they couldappear together as holograms in
the same race. You could imagine
a ull house at Londons Olympic
Stadium cheering on the runners
they see in ront o them even
though none o the athletes arephysically in London.
Over the next decade, sport
is going to transorm like this.
The experience o the athlete,
spectator and television viewer(though television may soon
become as outdated a word as
telegram or ax) will change
more than they have perhaps since
the irst Olympic stadium went up
in Greece nearly 3,000 years ago.This Ascentmagazine, drawing
on the insights o the AtosScientiic Community as well as
those o outside experts, tries to
oresee some o those changes.
We talk about the new spectator,
who will become more or less hisor her own TV director, choosing
which slices o the action they
watch and re-watch, and rom
which perspective. Soon, they
will be able to see the tennis ball
through the eyes o Raael Nadal.They can compare Nadals
blood-sugar levels, hydration levels
and heartrate with his opponents.Ater the match, in lieu o the old-
ashioned press conerence, theycan chat virtually to Nadal himsel.
Yet beneath all this technology
something eternal remains.
As Jean-Benoit Gauthier, Chie
Inormation Oicer o theInternational Olympic Committee,
rightly insists: You must leave the
athletes at the centre. The athletes
are magniicent.
Thierry Breton,Chairman and CEO, Atos
Simon Kuper,Guest Editor Contents
ForewordWelcome
International Olympic Committee
(IOC), the International ParalympicCommittee (IPC) and the London
organizers to help them deliver
what was a remarkable success.
But our job is as much to look
orward as it is to deliver in thepresent. Specifically, in this magazine,
we want to examine what sport and
technology might look like in the year
2020 knowing very well that what
we anticipate or sport will also apply
to business in every other field.Our business technologists rom
the Atos Scientific Community have
helped to identiy and have put
their perspective on the key themes
they expect to bring the greatestchanges: Big Data, new media, social
networks, smart stadia and ubiquity.
You can read an in-depth eature on
each as well as find examples o how,where and why they will be applied.
O course, integrated with all ive
o these themes are two trends that
underpin all others: cloud computing
and security. Increasingly, we all
expect 24/7/365 service via the
cloud in every aspect o lie and we expect it to be ully secure.
To help bring all these inter-related
topics to lie, we have contributions
rom those who will be at the
oreront o developments. Among
the many contributors we a
honored to include are IOC P
Jacques Rogge, IPC Chie Ex
Xavier Gonzalez, Chair o th
London 2012 Organizing CoSebastian Coe and Presiden
Sochi 2014 Organizing Com
Dmitry Chernyshenko.
London 2012 was the mos
technologically advanced Gthe world has seen, somethi
is proud to have contributed
its vision on sports and tech
helps to power progress in s
Our job is as much to look orwardas it is to deliver in the present.Specifcally, in this magazine, we wantto glimpse what sport and technologymight look like in the year 2020
Social Networks
04 Infographic
06 Seb Coe (London 2012); Analysis
09 Dmitry Chernyshenko (Sochi 2014)
09 Facebook vs blueKiwi
Big Data10 Analysis
14 Winning by numbers
16 Simon Kuper on football
Smart Stadia (pull-out)
Analysis
Infographic
Rod Sheard (Populous) Q&A
New Media
20 Analysis
22 Owen Slots video vault
23 Steve Crams broadcast view
24 Xavi Gonzalez (IPC)
Ubiquity
26 Analysis
29 Life in 2020
Towards 2020
19 Jargon buster
19 MITs SENSEable City vision
30 Simon Kuper meets Jean-BenoitGauthier (IOC)
32 Elly Resende (Rio 2016)
34 My 2020: Teddy Riner
35 Tech trends to watch
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04
Social networks
20202012
2012
2012
2020
2020
2020
4 billionestimated global audience or London 2012
1 billionpeople shared London 2012 content via social networks
1,000athletes joining the Olympic Athletes Hub at hub.olympic.org
hub.olympic.org
10,500all athletes will be on the hub by 2020
3000%orecast increase in data trafic by 2020
5 billionexpected to rise to at least 5bn by 2020, as two thirds o the worlds
population gain access to mobile broadband
57%o the worlds population
66%o the worlds population
2012
100% estimated by 20202020
proportion o viewers who subscribe to a mobile broadband network25%
Ld 2012 was the st lked
ad hghest-tredg sprtg
evet hstry. But ths s just
the start. By the te f the
2020 Gaes, scal etwrks
wll be tegral t every aspect
f ur lves ad a erus
geeratr f sprtg data
A vision f scal
etwrks w ad the
2012
2012
2012
2012
2012
2012
2012
76 miLLion2020
1.3 billiontotal active users o Facebook, YouTube and Tw
4.3 billionestimated total subscribers to a social interace
80,000 tweets/secondpeak during London 2012 (or the Mens 100m Final)
1.7 million likeso London 2012 on Facebook
Oficial London 2012 pages existed on
FacebookTwitter
YouTube& Flickr
Growth in data trafic rom 2012 to 2020
30x
There will be
OneGameschannelthat you will access through your social network
1.9 ll fllwerso London 2012 on Twitter
6.8 millionlikesestimated or the 2020 Games
660,000 messages/second 7.6 million followersvia single social interace estimate or the 2020 Games
Most ollowed Olympic athlete was Lebron James (Basketball)
Who will be the most ollowed athl
19 ll
2020
2020
2020
2020 2020
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Comment
The challenge aced by any
Organizing Committee
is to essentially host26 simultaneous world
championships in a couple
o weeks, beore doing it all again or
the Paralympic Games. At London
2012, there were more than 15,000athletes, 6,000 oicials, 25,000
accredited media, 11 million tickets
and we served something in the
region o 15 million meals.
But that only tells hal the
story. Many o these igures wouldnot be wildly diferent rom previous
Games. Where London smashed
records into oblivion and changed
the ace o the Olympic and
Paralympic Movements orever wasin terms o social media.
At Sydney 2000, barely anyone
had ast internet connections; in
2004, in Athens hardly anyone had asmart phone; or the summer Gamesin Beijing, not many people had a
social networking account. Facebook
had only just taken of and i you
were on Twitter you werent just
ahead o the trend, you were at
the oreront.People no longer just passively
consume the Games rom their
armchair. They are part o the
action. They can comment on
content, interact with the a thletes,
create and publish their own
content. Where previously they
would watch the television, read the
paper and talk to their amily, riendsor work colleagues about what
they had seen, they can now talk
to thousands o people worldwide,
within seconds o an event inishing.
People ollowing London 2012were able to do so through our
website at www.london2012.com
where they saw real-time results;
they could ollow us on Twitter; they
could ollow each individual sport on
Twitter. They could even ollow ourmascots, Wenlock and Mandeville on
Twitter. You could view our content
on YouTube, or see our photos on
Flickr. Our two smart phone apps
were downloaded by 15 millionpeople worldwide, with 5.8 million
also upgrading to the Paralympic
versions.
Around 4.7 billion people watched
at least part o the Beijing Games
and most o them on television. Aspeople can now watch on their PC,
their tablets and their smart phones,
this number was signiicantly higher
or London 2012.
Many more chose to experiencethe Games urther through any
number o the above channels. They
engaged diferently and shared
millions o hours o content, more
oten than not, their own.For me, the next challenge is to
make the most o the opportunities
social media presents. Never beorehas there been such a channel to
interact with the world, especially
with young people. What we needto try to crack next is how do we use
it efectively? How can we use it to
get them out and about and active,
using the very devices they live on to
challenge and inspire them.I have no doubt that the next Games
and the Games ater that will only
continue this rapid advancement.
By Sebastian Coe,Chair of London 2012
Social media use in London will
transform the Movement forever
.06
Working the crowd
Atos social media
expert Jan Krans tells
Chris Maillard about a
near future in which
every aspect of a major
sports event will be fully
integrated with social
networks
Do you use social media? Are you
on Facebook or LinkedIn? Or
Instagram? Twitter, possibly?Foursquare? MySpace? Pinterest?
Google+?
You probably answered no to some o
those. But do you use email? The answer is
almost certainly yes.At the moment, email seems to be
an immovable, essential eature o the
communication landscape. But the rapid rise
o social networks has seen young people
start to turn their back on the medium.
And, increasingly, businesscommunication, collaboration and
knowledge sharing is also taking place over
social platorms, as the so-called Enterprise
2.0 model takes hold.
By 2020, email will be dead. All onlinecommunication will be conducted over a
single interace, no matter whether youre
a skateboarding teen or a Government
minister. And i that sounds like a big change,its just the start.
When network capacity and mobile
technology catch up with the always
on generations heavy use o rich social
media such as video and audio, there will
be many ar-reaching shits in the way we
communicate, do business, create brands,meet riends, even watch television.
Right at the ront o the starting grid or
this massive social media-led change is
sport. With its relatively young, international
anbase and its world-beating use o
Social networks
the event in a very dierent way.
It will ofer a rich user experienc
the channels (video and so on) will bto deliver. Just like you choose a ch
your TV, you will choose a social ch
By 2020, all inormation will be
across all screens. And a much gre
percentage o text communicationvoice-generated rather than typed
will make it much easier to update
status or message your riends on
perhaps while youre driving or, i y
an athlete, even while taking part i
This transormation will be enabledaccessibility o cloud technology.
Ater an event, ans will be a ble t
some o the moments; you cant rew
live sports event, so you mark some
events or later analysis or playbackwill create a community where ans
speciic moments in the game.
As a an, you can make your own
summary o the game and share it wother ans and riends. Spectators awill be able to get ar more involved
the experience will run beore, durin
ater the event.
The question is oten asked as to
role old media traditional broadca
and news outlets will play in a utueveryone can gain access to rich co
instantly via social sources. But Kran
many ways or these organizations
Broadcasters have the chance to
with social media: analyze the audie
By 2020, emailwill be dead.And if thatsounds like a
big change, itsjust the start
technology or multi-channel broadcasts andinteractive global events, its already strong
social element and its ready supply o data,
expect to see sport leading the charge.Social media has so ar revolved around
people, explains Jan Krans o the Atos
Scientiic Community, but in the uture itwill increasingly revolve around events.
As a supporter, you will use your existing
social credentials to log on, but then youll
join the event network. My eeling is that
you wont need Facebook to do that by then.In 2020, I expect social media to behave
almost like a TV channel. You become a
member and log in and what you will get
rom that is the opportunity to experience
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Sochi: allnetworks
.08
sell subscriptions, like buying an app.
They have a lot to ofer in this world; inside
tories and studio recordings that they canmake available exclusively because o their
ontacts and access.
The beginnings o this phenomenon are
lready being thought about. At his recent
peech at the Cannes Lions awards orreative communication, Twitters chie
executive Dick Costolo was keen to push the
dea o Twitter becoming the second screen
o television.
Though when integration becomes more
widespread, o course, your main screenwill be a mobile one that is always with you,
nd youll use it or social media, video, TV,
messaging, and audio.
Not surprisingly, much o Costolos angle
was commercially driven; social networksre still working through the process o how
o efectively monetize their members and
orporate users.
Atos uturist Krans has a ew ideashere too, particularly in the ield o sport.Commercially, there are ascinating
possibilities, he says. Supporters are
becoming much more brand-aware. They are
eager to know all about their avourite sports.
Sponsors will be able to analyze
upporterss behavior via social media, whichgenerates large amounts o detailed data, to
ee i their brand works in that market.
They will get good marketing statistics
nd know all the background to purchasing
decisions, which will enable better targeting.
The real questionis around privacyand getting the
balance right
Social networks
For athletes, more sharing and,
thereore, more efectively attracting an
audience is very attractive to potentialsponsors: it gives their sponsorship ar
more impact.
Also, there are other potential beneits.
I the athlete has a list o ans, they could
ofer discount on sponsors products to thoseans. This could become a new advertising
and marketing model.
Social networks could use sport as a way o
monetizing themselves and selling products.
They could act as brokers. Thats certainly a
potential business model or them.The efect o social media wont only be
elt of the ield o play. Krans oresees
numerous ways in which it will become
integrated into perormance.
Athletes will be able to exchange
inormation more easily between themselvesand clubs or coaches. Training dates can be
distributed to team members and they can
record and share training regimes with their
club or team too although, o course, top
athletes will still keep secrets.Social media will be a normal part o
being an athlete, but it wont replace itness
and talent. The most popular athletes will
still be the ones who perorm best on the
ield o play.
The scouting process will change though.By 2020 clubs and teams will be able to tap
into their anbase to ind talent. As in the
phrase the wisdom o crowds, you will go to
the social networks to ind out who is being
talked about and who is being recommendedas an up-and-coming talent.
O course, you can choose to listen to it or
not, but currently talent spotting is a major
expense in sport. Social media, assuming it
is used well, could make the process much
more eicient.Its an interesting thought, and prompts
consideration o the many other ways data
rom social networks can be used to optimize
aspects o sport and event management.
Take security, or example. There aretwo sides to this question, says Krans. On
the one hand, people are always concerned
that social networks make it easier or
criminal groups to mobilize. But it is clear
and we are already seeing examples o this that social networks can also be a great
source o intelligence or government and
security agencies.
For me, the real question here is around
privacy and getting the balance right
between protecting peoples social data andensuring the security o the public at events.
That will be one o the major challenges
between now and 2020.
But i security is a concern, a big
opportunity or event organizers lies in theemergence o social sotware platorms as
a better way o communicating, exchangingassets and transerring knowledge,
both internally and with suppliers and
stakeholders, and indeed rom one
organizing committee to the next.Krans says: Its going to mean events
will become more open and transparent
in their organization, and it will inevitably
optimize business processes across
the board.And thats surely more than enough
to console anyone still mourning the demise
o email.
The Sochi 2014logo (right)
is a statement o intent to
embrace digital technology.Howimportant are digital
andsocial communications?
Extremely important our
logo was designed to relect
this ocus in our overallcommunications or Sochi
2014. The logo is the irst
Olympic Games emblem that
orms a web address and
that puts a clear emphasis
on reaching new audiencesthrough digital platorms.
Inwhat ways willsocial
media bringa new
dimensionto the Games?
Social media is a great way
or us to communicate with
ans beore and during the
Games. Fans will be ableto tweet, tag and blog like
never beore. It will givethem an opportunity to
react to the news and events
taking place in our stadiums.
It will ofer a unique orum
to engage in conversationswith ellow ans, athletes and
partners o the Games.
London2012 is being
describedas the rst social
media Games, but twoyears is a longtime inthat
eld. Howwillit have
movedonor Sochi?
Within the Olympic Family
and Paralympic Family,
digital communicationstools are being explored
continually. Over the next
two years we will see an
increase in the numbers
o people active on socialmedia, with the result that
during the Sochi 2014
Olympic Games there will
be a much larger community
to engage with.
Howdo youplan to harness
socialnetworks to enhance
the Games experience?
We are planning this now.
We want to use our socialplatorms to enhance our
ans experience. We are a
digital brand and understand
the vast beneits digital
platorms and engagementcan add to the consumer
experience at the Games.
Howuseul is the
opportunity to be able to
responddirectly to ans
andmedia usingsocialmedia andwhat are
the parameters?
It is extremely important.
Never beore have we had
a platorm rom which wecan respond to comments
and questions in real time.
Social media provides us
with a unique opportunity
to interact directly with thepeople who will be visiting
and supporting the Games
in Russia.
Youare personally well
knownas anenthusiastictweeter. Howofendo you
check your eed?
I check it throughout theday. Its a great platorm to
not only engage with thedigital community but to
demonstrate Sochi 2014s
Olympic values o excellence,
riendship and respect. With
less than two years to go, it is
great to see the momentumbuilding on our social media
channels. As our digital
community grows, so does
the excitement.
Dmitry Chernyshenko, Presidentand CEO of Sochi 2014, explains
how social media is central to
his vision for the Games
Whats next
Sporting events are some o the mo
about things on Facebook. Fans, ath
and teams come together to share stories with an audience o more th
million people. We work with partne
across the industry to help them bu
experiences or ans, whether throu
websites, on mobile or via the Facenews eed. The integrations were se
rom broadcasters around the Gam
the sort o thing wed expect to bec
part o the everyday viewing exper
For example, the new BBC Sport ap
simultaneously show up to 24 streathe Games or people to pick what t
watch and NBC Olympics will integr
social data into its live broadcasts.
Were used to the idea o social netwo
a great way to connect people, and it
its way into the proessional world main issues or organizations are a
o security and privacy. It could be a
team, or example, discussing sched
the techniques and strategies they w
There is so much inormation you wkeep within a dedicated group o peo
platorms like blueKiwi will build this
while enabling sharing. Then, suppo
athlete has been preparing or the O
Games or 18 months. What happensideas, conversations, meetings, phon
suggestions aterwards? With an en
social-media platorm, these will be
and turned into assets data that ca
improved upon in the uture. Some o
be shared with the public, but the resdistilled as the secret sauce or utur
Acquired by Atos in April 2012, blue
enterprise social software makes it
companies to create uniquely produ
collaborative working environment
Christian HernandezDirector of PlatformPartnerships, Facebo
For sport? We ask b
leader Facebook an
the emergent blueK
Jean-Luc VaCEO, blueKi
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20,000BC
1086
2AD 19641912
5700BC 19601896
1837
1972
The reeree clears the
penalty area and
a hush alls over
the stadium. The
goalkeeper stares intohe eyes o the oppositions
triker, then walks slowly back
o his line. In the dugout, a
glance at his monitor tells the
oach that his strikers heart
ate has soared to 180bpm. Hehecks the rest o the team and
his young winger is as cool as a
ucumber, his heartbeat barely
opping 90bpm.
He also sees that the wingerhas a 95% success rate at
penalties and the sentiment
rom the social network is all
bout the kids conidence on
he big stage. The coach makesn instant decision and relays it
nto his microphone. Fity yards
way, the striker tosses the ball
o his young teammate.
The winger runs up. He shoots.
The goalkeeper dives and theball lies into the opposite corner
o the net. The crowd erupts. Its
nother victory or Big Data.
Whether or not this picture
o uture ootball becomeseality, the act is that the data
will be available to make it so.
The term Big Data describes
volumes o data so large,
omplex and dynamic that
hey cannot be processed usingraditional data-management
echnologies and techniques.
It is already making a
igniicant contribution to
port and by 2020 it will be thedriving orce that takes it to a
new level: better perormance,
mproved spectator experience,
Tally stickcore marks on animal
bones are the oldest knownemnants o mans need totore data
Domesday BookThe public record isintroduced to England byWilliam the Conqueror
CensusThe oldest survivingpopulation census isconducted under ChinasHan dynasty
Results mainrameThe Olympic Games movesits results database rompaper to computer
Photo finishStockholm 1912 sees theirst use o automatictimekeeping and the photoinish at the Olympic Games
AbacusThe irst abaci emerge inAsia and the Middle East,allowing data to be storedand calculated
Punch cardsOlympic Games results aretallied using computer punchcards or the irst time atthe Winter Games in SquawValley, Caliornia
StopwatchAt the irst modern OlympicGames, times are recordedmechanically and loggedon paper
Analytical engineA hundred years ahead o itstime, Charles Babbage inventsthe worlds irst generalpurpose computer
PCThe home computlaunched with the programmable despersonal compute
A brief history of data storage and its use in sport
Big Data
Imagineseeing aspeedometeron Usain Bolt
Why Big Datawill lead tobetter sport
By 2020, sports success and IT will
be linked inextricably. Celestino
Gemes, Atos Big Data expert, talksto Ascent about the connections
between athletes and analysts
Byteson the benchCoaches will becomebig users of Big Datafor tactical decisions
and better business.
Athletes are used to checking
stats, whether its reps in the
gym, pass completion or batting
averages, but the next decadewill see them adopting ar
more sophisticated orms o
data analysis. So says Celestino
Gemes, Head o Solutions R&D,
Atos Worldgrid Spain.
Historically, data has comerom relatively simple, one-
dimensional sources, but well
be able to aggregate input
rom a much broader ield; or
example social data, as wellas automatic video analysis
and smart biometric clothes
and equipment. It means that
athletes and their coaches will
be able to get a much morerounded, qualitative view o
their perormance, both in
training and during play.
Not only will this enable them
to hone their perormance and
conduct more comprehensiveanalysis o their opponents, it
will also help them to stay it,
by using historical data to
see the patterns that lead to
potential injury, or even lie-threatening medical problems,
such as the tragic heart attack
sufered in April 2012 by Livorno
midielder Piermario Morosini,
only a month ater Bolton
Wanderers Fabrice Muambasnear atal collapse.
For the spectator, these high
volumes o data will enable a
ar richer watching experience,
in both the live arena and viabroadcast. The way the data
is analyzed and presented
what Gemes calls the
instead o his shirt numsee a speedometer sho
how ast hes running. T
o in-light data visualiz
already within our capa
Watch the Olympic Swiand the national lags y
appear on screen in the
each swimmer touches
result o data being cap
beautiul visualization o
statistics will be key. The
skill will lie in extracting the
meaningul picture rom this
vast aggregation o data
through clever analysis andpresenting it in a way that is
easy to comprehend: with
striking graphics, perhaps
layered onto live video pictures
known as augmented reality.
A simple example, and one
that viewers are already amiliar
with, is the on-screen graphic
showing distance rom a ree-kick to the goal. Augmented
reality will develop this into ar
more sophisticated and exciting
visuals. Imagine watching Usain
Bolt in the 100 Metres, but
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.12
2000 2006 2012
2004 2011Smart phone
The launch o the irstommercial smart phone
CloudGoogle and Amazon takecloud computing to theoreront o the IT agenda
Social GamesThe IOCs Olympic AthletesHub aggregates social mediaposts rom 1,000 athletes
CommentatorInormation SystemAtos CIS data systemdelivers Athens 2004Olympic Games resultsin less than 0.3 seconds
Foot podsAdidas utilises oot podtechnology in its adizero50 smart boot, with achip that records motion
analyzed and visualized within
0.3 seconds o each touch.
Fans will be able to play
with the data, adds Gemes,
selecting diferent views ashey desire, and even using
t to create their own visual
epresentations, rather as
YouTube users create their own
musical montages now. For the
thletes themselves, personaldata will become a commodity,
electively packaged and sold
or sponsorship activation,
education, gaming and
pectator inormation. And thisenhanced viewing experience
wont be limited to television;
pectators at the event will
be able to access and interact
with the data by pointingheir personal device at the
ction and with interactive
nographics on their screen.
The current generation o
young sports ans is well versed
Big Data
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Heartrate
Anelectro
cardiographconn
ected
tosm
artkitwillmeasurehe
artr
ate,
g
ivingan
indicatio
nowo
rkrate
,
nervou
senergya
ndalso
showing
upany
irregularitiesth
atcouldbe
awarn
ingo
acardiactra
uma
Mus
clepowe
r
Electro
myo
graph
sens
orsitted
to
smartkitwillmeasure
electric
alsigna
lsro
m
themus
cles
,indicatin
g
signs
otiringor
impe
ndinginjury
Anomaliesin datapatterns could
become anearly warningof somethingwrong
in using IT and these interactions
with data in sport will become
second nature. Fans will also play
a signiicant role in the input o
data, via the social network. Andthis brings us on to the role o
managing high volumes o data
or sports organizers.
The value o data in sports
business cannot be overstated.
Soon it will be possible or clubsand administrators to store
valuable inormation securely in
the Cloud and access it instantly
in clear, comprehensible
ormats. This will help them toknow their audience inside out
and tailor their supply much
more accurately to demand.
Dynamic pricing, or
example, has already beenintroduced in America in
baseball, basketball and ice
hockey, says Gemes, with
clubs adjusting their prices in
response to the opposition,
managed through systematic
testing o all competitors over
long periods o time.Using data to point out
reak perormances could
enable more targeted testing.
That, in turn, would help sports
like cycling, or example, to
continue to its battle againstperormance-enhancing drugs
and to restore public conidence
in the integrity o competitors.
O course, this will raise an
ethical debate: would a eatlike Bob Beamons long jump
in 1968, which smashed the
world record by nearly two eet,
mean an athlete becoming the
instant target o suspicion? It willbe interesting to see how the
authorities choose to apply this
particular data strand.
Its one o the big questions
arising rom the use o Big Data.
Another is how it will afect thecompetitive ield as a whole. Will
the clever application o data
enable less wealthy clubs to
steal a march on wealthier but
less orward-thinking rivals, as itdid or the Oakland As baseball
team? Or will such advantages
be leeting, beore the giants
cotton on and take the use o
data to a new level. Time will tell.Traditionalists may worry that
so much statistical analysis will
take the emotion out o sport,
yet Gemes argues there are
aspects o sport where emotion
undoubtedly gets in the way.Big Data will enable a more
scientiic approach to sports
management, which in turn will
enhance perormance. And thats
where emotion takes over.
ThequantifableathleteBy 2020, almost every part
of an athletes biometrywill be measurable,
allowing coaches to make
adjustments in real time
Brainwaves measured b
electroencephalograph
via skullcaps or tiny adh
sensors will give a read-
o an athletes mental st
in real time. Aspects suc
relaxation, concentratio
agitation can be identii
a coach in crucial pressu
situations. In training, a can identiy situations w
athlete switches of an
the training regime unt
desired level o concent
achieved. And beore a p
shoot-out, instead o loo
into the players eyes an
to gauge which ones ha
courage to hold their ne
coach could pick his pe
takers according to EEG
Mind game
players on show and even the
weather. Add in data rom the
social network and organizers
will be able to see directly the
level o appeal any given gamehas or their audience.
This sentiment analysis will
also enable them to gauge
reaction to their players, the
teams perormance and PR
issues in real time: the vocalreaction o the live crowd being
augmented by the tweets and
posts o the broadcast audience.
Coaches and management
will be able to respond asthey see it.
Assuming that patterns o
data will provide the majority
o insights, anomalies in those
patterns could become an earlywarning o something amiss.
Athlete integrity is currently
7/29/2019 atosascentvisionsportandtechnology2013.pdf
8/22
.14
When Atos Big Data
expert Celestino
Gemes looks to
the uture o sports
perormance, he sees
stage upon which the best players
re able to perorm to the best o their
bility more requently, thanks to the
pplication o Big Data.
Gemes, the Head o Solutions
R&D at Atos Worldgrid Spain, says:
More inormation will come rom
thletes. It will be gathered much
aster too, using biometric sensors
n clothing and equipment, plus
video-motion analysis, that will
elay data showing how an athlete
s perorming in real time.
We will add data rom other
ources too, or example social data
rom Twitter eeds, weather data and
o on, and you will be able to assessperormance rom dierent angles,
ombining all these views.
In training, athletes will be able to
gather their own perormance data,
upload it to a biometrically secured
pace in the cloud, and perorm their
own analysis. This will give coaches ar
greater flexibility, even allowing them
o train their athletes remotely.
The data gathered can be used in
wo ways: to spot patterns and identiy
igns o improvement, weakness or
Big Data
A measuredperformance
Boom timesDutch sailor Marit Bouwmeesterrelies increasingly on Big Data
even potential injury; and real time
data providing in-flight analysis so
the coach can adjust the training as
it happens in order to meet precisely
calculated targets.
Real-time analysis will play a much
bigger role in competition too. Smart
shoes and boots are already available,
clocking running speed, distance
covered, turning and more; a smart
tennis racket is being live tested;
and as smart clothing becomes
ubiquitous, the dug-outs o the
worlds stadia will come to resemble
You cancombine pureanalytics withcrowdsourcing,where fansare activelyinvolved
SailingWhether its GPS or the us
high-definition video oot
to assess how maneuvers
carried out at sea, data pla
huge role. Weather oreca
tools are also being adapt
rom military systems to p
detailed knowledge o co
beore a race.
AthleticsImagine a team o more th
20 scientists and technicia
assessing every aspect o
you run the 100m; while a
zooms along beside you ta
pictures at 1,500 rames a
At the top end o athletics,
a normal day at training.
RugbyThe sport o rugby has pio
the use o GPS to capture p
data. Elite players wear GP
monitors in matches, gene
data that is used to measu
perormance, track injury
identiy positional demand
CyclingThe high-perorming Britis
Cycling team deploys a tim
system based on military
technology that uses laser
and bar codes on riders to
exact identification, split ti
and velocity data. Bikes ca
orce measurements, velo
and accelera
and the dis all logg
real time
video str
direct
coa
t
The sportsleading thedata revolut
the pits in Formula One, with laptops
relaying a constant flow o data.
Therell be much more o an
interace between the coaches and
the athletes, says Gemes. They
will be able to change tact ics in-flight
because o that inormation.
One interesting aspect will be
the addition o social data into
the mix. Increasingly, social media
will come to be considered part o
watching a sporting event with the
ability to gauge the social pulse
o the event being integral to the
overall experience. Aggregating social
data with all the other perormance
data will provide an added dimension
that could well see coaches
responding to spectator sentiment.
Pass completion, or example, can
be a misleading statistic, but it will be
possible, with pattern recognition, totrace each pass urther down t he line
so you can gauge the eectiveness o
that pass with the emphasis moving
more to pass appreciation.
I think there is an important role
or the human part in Big Data, says
Gemes. You can combine pure
analytics with crowdsourcing, where
ans are actively involved in analysing
data. I done properly it could lead to
better decisions and a more engaged
an base.
Ascent learns that in the futu re, even the fans will
have a say as data drives sports performance
7/29/2019 atosascentvisionsportandtechnology2013.pdf
9/22
.16
Roberto Mancini, Manchester Citys
manager, knew in his gut that the
most dangerous corner was the
outswinger. His many years o
playing ootball had taught him so.It took a while or Citys large team o data
analysts to persuade him otherwise. They
had analyzed more than 400 corners, rom
dierent leagues, over several seasons, and
concluded that the most dangerous corner
was actually the inswinger.The beauty o the inswinger was that it
sent the ball straight into the danger zone
around goal. One touch rom a striker, or an
accidental delection o a deender, and it
was in the net. All in all, the stats showed,inswingers produced more goals.
Gradually, the analysts persuaded Mancini
to go with numbers over gut. Over the course
o last season, City began hitting more and
more inswinging corners. By the seasons end
they had scored 15 goals rom corners, more
than any other team in Englands PremierLeague. Ten o those goals had come rom
inswingers, including Vincent Kompanys
header at home against Manchester United
that eectively won City the league title. You
could argue that data analysis decided thePremier League.
Yet the data revolution in ootball has only
just got started. When it comes to statistics,
the worlds biggest sport is one o the most
backward. Too many senior people in ootball
are still traditionalists driven by their gut and less willing to accept the evidence o
data. To understand where ootball will be
10 years rom now, we need to look at
possibly the worlds most statistically
advanced ballgame, which is baseb
Billy Beane, general manager o thOakland As baseball team, the man
portrayed in the ilm Moneyball by
spends a lot o time thinking about t
o data in ootball . Its not simply tha
in the 1990s more or less started the
revolution in all sports. Its also that hmany Americans over the past ew y
become a ootball nut. He ell or the
a romantic vacation in London with
and now spends many hours on a ba
soa in the As dilapidated clubhouseootball on TV, while his bemused ba
players watch him wondering why h
wasting his time on a sissy European
Some critics argue that the data a
that revolutionized baseball cant w
ootball. Baseball, they point out, is start game. The pitcher pitches, the
hits, and that isolated event produc
o data or the statisticians to crunc
the conservatives say, ootball is too
game to allow that kind o analysis?Well, or a start, about a third o g
ootball dont come rom luid play
rom deadball situations: reekicks
throwins and penalties. Those are s
plays that rather resemble a pitch inIndeed, ootballs leading teams are
applying data analysis to dead balls
Beore the HollandSpain World C
o 2010, I contacted Ignacio Palacio
proessor at the London School o Ec
He is a game theoretician and possiworlds leading expert on penalties
in the Netherlands, support Holland
a good contact inside the Dutch cam
Ignacio be interested in writing a re
Holland on Spains penaltytakers, ti the inal went to a penalty shooto
said Ignacio.
But wouldnt he as a Spaniard min
Spain lose the inal? Im a Basque. I
mind at all, he replied. Then I conta
Dutch camp and oered them his reThe Dutch decided they wanted i
spent several nights researching it.
morning o the inal, we got an emathe Dutch keepers trainer saying,
report we can use perectly. Ten mrom the end o extra time, up in the
in Johannesburgs Soccer City, I was
longer watching the game but rerea
pd o Ignacios report on my laptop
predicted how players like FernandoXavi and Andres Iniesta were likely t
their penalties. He had also ound th
keeper, Iker Casillas, was weaker on
hit to his let. I thought, I this repo
I could be about to help Holland win
More sports are using data toinform strategy and the trend
is set to accelerate as huge
new quantities and types of
data become available. But
when will football catch up,
asks Simon Kuper
Big Data
Footballsdata withdestiny
Aintgotthatswing?Data analysis showsthat inswinging cornerslead to more goals
7/29/2019 atosascentvisionsportandtechnology2013.pdf
10/22
.18
World Cup. At the same time I thought, But
its wrong, I could be about to help them lose
t. Then Iniesta scored and thankully or my
ardiac health, the shootout never happened.
But this is the way data analysis in ootball ismoving. Beane says: I dont buy the idea that
trust my eyes more than the stats, because
ve seen magicians pull rabbits out o hats
nd I just know that rabbits not in there.
The complexity o data in ootball just
keeps increasing. In a decade, big clubswill probably have something like chie
normation oficers (though they wont
be called CIOs), who manage teams o
tatisticians. Beore a match, or beore a
decision on who to buy or sell, the coachnd the clubs CIO and a ew other senior
people will get together and work out what
o do. The CIO will be listened to in a way
hat statisticians simply arent now (except
perhaps inside the German national team).Ten years rom now, the complexity o
data in ootball will be such that the oldstyle
utocratic total manager who ruled a club
alone, an Arsne Wenger or an Alex Ferguson,
will no longer be thinkable. Clubs will
increasingly be run by the wisdom o crowds.By then, not just dead balls but even
the luid parts o a ootball game will be
mapped. Germany which uses data
analysis better than any other national team
is already working on that. Beore every
game Germanys Team Cologne, basedat Colognes Sporthochschule, perorms
data analysis on how the opposing side
builds and deends. The search is always or
weaknesses. For instance, beore Euro 2012
Team Cologne established that Hollandsdeenders tended to position themselves
more than the ideal eight to 10 metres apart.
When Germany met Holland in Kharkiv,
the Germans ound the gaps in the Dutch
deence and won 2-1.Someone who has thought harder than
most about what shape data analysis o
ootball might take in the uture is Beanes
righthand man at Oakland, Farhan Zaidi.
The director o baseball operations at the
As is an MIT economics graduate with asense o humour. Hes the sort o guy youd
expect to meet late one night in a bar in a
college town ater a gig, not at a proessional
sports club. For work, Zaidi crunches baseball
stats. But he and Beane spend much o their
time arguing about their other loves: theBritish band Oasis, and ootball .
In 2006, in the middle o the baseball
season, he and Beane traveled to the World
Cup in Germany together. We spend so
much time together, chuckles Zaidi, thati all we ever talked about was the numbers
on these spreadsheets, we would have killed
each other a long time ago.
Because Zaidi knows where the data
revolution in baseball has gone, he can make
predictions or ootball . Footballs holy grail,he thinks, is a stat he calls Goal Probability
Added. That stat would capture how much
each players actions over his career increased
the chance o his team scoring, or decreased
it. Zaidi explains: With some o the tools thatare being created now to track everything
thats happening on the ootball ield, I really
eel like this is the next rontier: having enough
data so that whenever a player advances
the ball rom point A to point B on the ield,you know that play has happened 100 times
beore, and you know exactly how valuable
it is. So i a ball is in grid one o the ield,
you know that over the next ive minutes the
team scores a goal 0.5 per cent o the time.
Now that player advances it to grid six, say.You know that the team scores a goal in the
next ive minutes with a probability o 2 per
cent rom there. Hes raised the probability
o scoring by 1.5 per cent.
Does this mean that one day punditsmight say things like: Luis Suarez has a
Goal Probability Added o 0.60, but Andy
Carrolls GPA is only 0.56?
Zaidi replied, I think that will happen,
because thats what happened in baseball.
We talk now about players in ways that wewouldnt have dreamed o 10 or 15 years
ago. Even in ootball, brain will eventually
supersede gut.
We talk aboutplayers in waysthat we wouldnthave dreamed of10 or 15 years ago
Big Data
7/29/2019 atosascentvisionsportandtechnology2013.pdf
11/22
Eric Baczuk of MITs SENSEable City Lab oratory tells
Max Leonard how the data we generate with our smart
phoneswillhelptodesign OlympicHostCitiesof thefuture
A sense-ablevision of 2020
ne o the more unusual
contributions to the London2012 Cultural Olympiad
was the Emoto project. It
measured the worldwide
audiences emotional response to the
London 2012 Games, siting Tweets orGames-related themes, then divining the
sentiment o each one. The result was an
evolving, real-time online visualization o
the global mood, and eventually a data
sculpture a testament to the worldseelings about the Games. On paper,
Emoto sounds intriguing; in practise, it
is potentially one o the most exciting
contributions to London 2012, one that has
huge ramiications on how we organize,deliver and enjoy uture Games.
How might human emotions do that?
Thats where the MIT SENSEable City
Laboratory, one o Emotos creators,
comes in. It combines data analysison a city-wide scale with an interest in
urban inrastructure and in how humanactivity aects speciic places. Unlike some
visions o the smart city o the uture, the
SENSEable City Labs work doesnt require
vast new inrastructure or electronics: it
takes the ever-increasing wealth o dataout there, adds some processing power
to crunch the numbers, and correlates
seemingly unrelated data sources to provide
powerul and unexpected insights. It joins
the dots, makes patterns comprehensibleand uses this inormation to create better
places to live.
Wedoa lotowork withsmartphones,
becausetheyreubiquitous,andtheyhave
enormouscomputing potential,Eric Baczuk,GE ResearchFellow atSENSEableCity Lab,
says.Thecityisa multiacetedplace,with
complex interrelationshipsand dynamics.
Aneasyexamplemightbecombining
mapsoprecipitationpatterns,taxipick-upsandcellphoneusage.Iwelook at the
intersectionoallthree,whatarethetrends
thatcomeoutothedata,whatcanwe
learn?When it rains, people take more taxis.
But what does that have to do with sport?The Olympic Games are a once-in-a-lietime
event or most cities: when it comes to
getting it right, there are no second chances.
And social media sites are essentially huge
resources o hard data on those most
unpredictable o things: human eelings.
As such, they are incredibly valuable.It might be obvious to speculate that i
Usain Bolt breaks the record in the 100m
there will be celebrations and good eeling
in Jamaica; but what i you could, say,
measure in real-time the British nationsreaction to an unexpected star perormance
by TeamGB in Handball? Perhaps youd
lay on more trains and buses to open-air
screens, adjust the TV schedules, or even
Towards 2020
Attendinga sports eventin 2020will be a safer,smoother,richer
experience,Atos majorevents expert
Jordi Cuarterotells Luke Ponsford
These days, an
excursion to a major
outdoor event is astraightorward aair.
You buy tickets online,
make your way to the stadium
and enjoy the spectacle. You
might buy some ood and drink,even a souvenir or two. This
may involve a little pushing
and shoving, and a degree o
queuing. But thats what we
expect o the modern stadiumexperience; a degree o hassle
thats usually just about worth it.
However,bytheendo this
decade,theexperiencewill
changetobeinga ar moreinteractivepursuit .Forget about
thosequeues,youllbeabletopre-order andpayoryourood
whileyouwatchandhaveit
deliveredtoyour seat.Youllgetupdateswithalternativeviews
otheeventandthelatestdata
inrealtime.Youllbeableto
shootyourownvideoothe
actionandshareitwithother ans,bothinthe
stadiumand elsewhere
throughsocial networks.
Smart stadia
Thestadium
gets smart
Allthroughyoursmartphone.
Andthatsonlythestart.
Thechangeromsimplespectator toull-blown
interactivecast member will
bedowntoprogressivebuilt-in
technologyand increased
network capacityvia thecloud,ensuringthatratherthanbeing
merearenasinwhicheventsare
staged,thestadia otheuture
becomeactive devices.
JordiCuarteroisChieTechnologyOficeratAtos Major
Events,andan expertonsmart
stadia.Hesays thatthisprocess is
alreadyunderwayandincreased
connectivityis currentlybeingbuiltintotheplansonew
stadia inorder toenableahosto innovative,inte ractive
servicesthatwillultimately
cover thethousandsopeoplesittingina modernstadium.
Allthe major manuacturers
oconnectivitydevicesarenow
buildingsolutions or covering
high-densitywirele ssnetworks,andtechnology providers
arepreparingthemselvesto
implementthesekindso
Smart stadia
solutions,hesays.So,whatexactlydothe
plannersand connectivity
manuacturershaveinstoreor
theviewingpublic?Letstackle
thesimplestu irst.Entrancetoyoureverydaystadiumpresently
requiresa paper ticket,which
allowsaccesstotheevent,and
nota lotelse.Issuingticketsto
smartphonesisnothingnew,butbytheendo thedecademobile
deviceswillplayanalmost
essentialroleinday-to-daylie.
Byissuingspectatorswithanelectronicticket sentdirectly
totheirpersonaldevicetheyll
beabletoconsumeallthe
servicesonoerromthe
stadiumautomat ically.Intelligentt icketingwill mean
ar greaterdierentiation in
thepricecategoriesonoer,
withdozensolevelsbetween
generalentryandVIPeachoeringconsumers dierent
accessrightsandbeneits.
Whatsmore,ticketholders
willbeabletoalter theirchoices
dynamicallyinthemiddleotheevent suchasupgradingtheir
seatsor accessingpremium
matchdata.Thistypeoticketing
approachalsoworkstothe
advantageothe stadiumbyoptimizingrevenue streams or
example,ticketpricescanrise
asavailabilityreduces.By2020
stadia willbear moreconnected
totheiraudience,withmanypossibleapplications or
customer loyaltyprograms.
Theaccreditation process
or athletesandthestadium
workorcewill becomemorestraightorwardand easier
tomanagetoo.Identity
authentication, basedonbiometricmeasurement s
ingerprint,irisor acerecognition willbemade
throughan electronicID or smart
phone.Oneimplicationorthe
presswillbejournalistshaving
their accessrights extended or rescinded dynamically
andautomatically. Indeed,
media numberscouldbemuch
reduced.Real-time data and
multipleviewsotheieldwillallow journalistsoutside the
stadiumtohavetheperception
obeinginsideit.Commentators
willbeabletocommentromtheirown media headquarters
withthesameleveloeelingas
thoughtheywereactuallythere.Aswellasreeingupspace,this
movecouldreducethecostoconstructingand maintaining
expensivemedia acilities.
Additionally,predictive
analyticswillbeabletocontrol
crowdlow,assesswherepeopleareandmovethemtoalternative
seatsirequired.Itwillalso
monitor theavailability o
additionalspace andcheck the
statusoemergencyexits.Thiscloud-hostedtechnology willalso
Ticket-holderswill be able to
upgradetheir seatsin the middleof the event
erythingsbiggerxas: the Palacellas is considered
the worlds most
ncedst adium
becomecloser
experience,
ewingon-
omemorelike
ce.
umevolution will
capture this
s Cuartero.
llow theerstand more
ing in the
ugh real-time
opic, 3D or
ing. It willr to watch
most any
their mobile
ome.
Augmentedrealityissetto
takethatexperienceurther
still .Initsinancynow,injust
a ew yearsitwillprovide
comprehensiveinormationbasedonyour view otheieldo
play.For instance,lets sayyoure
watchingthehighjumproma
seatattheback othe stadium.
Togeta close-upotheactionallyoullneedtodoispoint
your smartphonecamera atthe
athleteanditwillshow youhow
hightheyvejumpedoverthebar
astheyleapromtheground.Yourphonewill augmentthe
datathatscomingromthe
actionandplaceitontopothe
videoimage thatyoure seeing
tocreate amore interactiveanddata-enabledviewothe
event.Youllalsobeableto
replaykeymomentsromthe
action.Increasingly,over thenext
ewyears, thistechnology willbecomethe norm.
Butitwillnotcomewithout
complications.Therewillbea
revolutioninthewayimages
arecaptured,withspectatorsmuchmoreinvolvedintaking
photographsandsharingthem
onsocialnetworks.Lawsrelating
tobroadcastandimagerights
willinevitably demanda rethink.Rights managers and
broadcast right managers will
need to decide how to deal
with people creating their
own content, says Cuartero.The challenge will be how
to embrace this rather than
prevent it. By 2020, the
traditional mode o selling
broadcast rights or majorevents will inevitably be
challenged by the explosion o
mobility and social networking.Whilethisalongwiththe
privacyissues thatwill emergeareallupordebate,onething
remainscertain.Smart stadiaare
ontheway,andthetechnologyis
unlikelytodisappoint.
Iyoureat theeventyoullgetamuchbetterenriched
data-enabled experiencethan
youwouldtoday,andiyoure
viewingon-screen youllalso
geta muchricher experience,concludesCuartero.
What is the mostfuturistic stadium inthe world today andwhat can it tell us?
Itsstatisticsareasimpressiveasthoseoanyothe players
whoperormonitsstate-o-
the-artart iicialtur. Cowboys
Stadium,hometothe NFLs
DallasCowboys,isthelargestdomedstadiumintheworld,
witha capacityo110,000.
Ithastheworldslargest
column-reeinterior andone
otheworldslargesthigh-deinitionvideoscreens
which,at2,100inches,isbigger
thana basketballcourt.
And,asyoumightexpect,
itis ata costomorethan$1 billion oneothemost
expensivesportsvenuesthat
hasyetbeenbuilt.
Thestadium,whichopened
in2009inArlington,Texas,isotenquotedasbeing
theworldsmostadvanced
stadium.Renowned stadium
architectRodSheard,o
Populous,praisestheworkotheTexas-basedirmHKS,
whichdesignedtheso-called
Palacein Dallas.
Theyvedonea loto
thingsright,hesays.Theenormousscreensmaynot
betoeverybodystaste,butitdoesdependonwhatthe
clientwantsandwhat,asan
individual,youwantromyourdayoutata sportingevent.
However,Sheards choiceas
hisavouritesportingvenue,
onethathasembracedthe
latesttechnologyandgotitright,highlightsthatsuccess
isnotjustabouthavingthe
latestequipme nt.
For me,its Wimbledonthat
doesmostthingsreallywell,
hesays.Ithasaninteresting
mixtureoengagingyouas
a spectator andalso oeringyousomethingthatisjusta
bitdierent.
Theresthis Englishgarden
party,strawberries-and- cream
thing,andtheydothatreallywell.Butthentheyalsothink
abouttheview spectatorsget
oncourtandtheatmosphere.
Thentheyembrace
technologylike augmentedrealityandtheyhaveuse the
latestmaterialswhenbuilding
therooover CentreCourt.
Thekeytosuccessis
tounderstandwhatyouvegotandhow technology
canhelpyoutoenhancethe
spectator experience.
Itsnotjusta caseo
installingthelatestgearoritsownsake.
$1.15billion
110,000
Total cost of build ofthe Cowboys stadium
Capacity of the venue
7/29/2019 atosascentvisionsportandtechnology2013.pdf
12/22
s willshape the
uture?
talsustainabilitywill
havemoreemphasis.tstadia dont
hegeneralruleso
y,becausetheydont
uch asother
theconsequenceis,n environmentally
stadium,youbuild
dthat,stadia are
more.Notbecauseocauseomusic.
tmakingmoneyout
ords,because
ownloadingthem.
makingmoneyoutenor15 yearsago,
adium,orexample,
beenluckytoget
musiceventsa year,
w itmightdomoreat.But,i youplanit
nholda concertone
ballmatchthenext
nobigdeal.
specifc
aladvances?
ne.Werestartingto
ge,long-lasting
houses,andthatseepintosport.
hing,though,is
echnology,which
hangedsport
lyandwillcontinueeStadiumAustralia,
or theSydney
ewireditso that
yseatcouldgeta
bleconnection.Buter usedmorethan10
ecapacitybecause,
utthesametime,
nologystartedtoechnologychangess reallydificultto
ger onwhereitsall
up.Not thatitever
keepsmoving
hat meanor
a?
oseparate
everyvenuethesestheliveaudience
Venueperspective
What else might change
or the ans?
Smart-cardticketingwillbecome
commonplace.Onceyouvegotthere,thendependingonwhat
sortosmart cardtechnology
youhave,itcouldactuallybe
usedasan automaticdebitcard,
soyoucanjust order upoodanddrink andyoudonthavetopay
orit.
Butprobablythesinglemost
importantthingthesmartcard
doesisntreallyusedvery muchyet,butI think in20yearsit will
be,andthatstheeedback.It
willcompileyour proile;your
age;your sex;whereyoulive;
thesorto thingsthatdeineyouasa humanbeing.Thequestion
ishow muchshouldwelet
someoneelseknow that?
A smartcardcanrecognise
thatyouarea regular attendeeata certainevent;thatyou
regularlybuya certainproduct;
evenwhereyougobecauseit
tracesyour movements.Iyou
canhaveallthatinormationonallyour potentialcustomers,it
makesyou,asan operator,so
muchincontrol.Iweregoing
tobook thisactup,whoshould
wecontact?Itmightpushtheticketpricesupbecauseyou
know youregoingtohavea very
muchmoretargetedaudience.
Howhas the London2012
stadium movedthings orward?
Itstakena really important
step.Everyoneboughtintothe
conceptthatSebCoeandhis
teamcameupwith whichwastosay:Look,its justdatto
buildallthesebig,ixed acilities
everyour years,andhavethem
sittingthere.Sowehada wonderul
opportunityoan enlightened
client,whowantedtothink
dierently.Whenyouvehad
theopportunitytomovesport
orwarda littlebit,makeita littlebitmoreaccessibletoa ew
morebiddingcities;andyoudo
thesethingsandtouchtheearth
alla bitmorelightly,thatsthe
kindoprojectthatsticks inyour memory.
Australian architect Rod Sheard is
Senior Principal atPopulous,the
rmbehind manyo the worldsgreatstadia.Here, helooks athow
newtechnologywill shapethe
stadia o theuture
thatgoestoallthe troubleo
goingthere andthentheresthedigitalaudience;theaudience
thatpicksitup indotsanddashesathome.Since
technologyhasbecomeso
mobile,whatwellindis thattheliveaudiencewillgetmore
inormationthantheremote
audience,becausethelive
audiencealwayshas theadvantagethatitsclose tothe
centreowhatshappening.So
theoperators,theowner,the
club,whoever itmightbe
runningtheevent,caneedthem
stu thattheymaynotnecessarilywanttoputover a
publicnetwork.
Theycouldeedthelocalaudiencea choiceointerviews
comingoutothetunnel,whereasathomeyougeta
productioncompanymakinga
choice.Youmightgetevery
singleplayerinterviewedand
youdecidewhichoneyouwanttolistento.
Or youcanlistentoall othem.
Mobiletechnologyis allowing
theliveaudiencetobecome
moreinvolved.
Accreditationisone o
thebiggestchallengeso
anymajor sportingevenItscomplex andtime-
consuming.And,worst
oall,its re-inventedat
everyevent.
However,by2020,theprocessmayhavebeen
revolutionized,thanksto
cloudcomputing.
Whereasnow weve
startedtoholdemailanddigitalmedia inthecloud
intheutureit couldhol
personaldata too.
And,whiletherewillbe
inevitableconcernsabousuchsensitivedata being
storedonline,thesystem
couldsigniicantly
increasesecuritythroug
improvedmonitoringanintelligence.
MarcGutierrez,o
theAtosScientiic
Community,who
managedtheIT Securityor London2012,saysth
once-onlyaccreditation
wouldbetheultimate
simpliicationowhat,
atpresent,canbeacomplicatedand
repetitiveprocess.
Theirststep or any
athlete,oficialoranyon
elsewhoneededaccreditationwouldbeto
submitbiometricdata
suchasingerprintsas
wellasotheridentitydatThiswouldprovide
a higher levelosecurity
butitsdigitalstorage
inthecloudwouldbe
therealchange,allowing
analysis,manipulationandthetranser to
smartcards.
Inturn,thesecards
wouldbeclearedor
certainareasonly,permcertaindata eedsonlyo
rt stadia
Cloud cotechnologcoming tostadium nThe 2020
stadium
90,000
6 billionSmart devices
Virtual spectators
Cloud controlWithallthedata storedsecurely
inthecloud, therewillbeless need
or expensivephysicalinrastructure
suchas a broadcastcompoundand
operationscenter.Themoneysaved
canbedivertedinto theathlete
andspectator experienceor
investedinother vitalsocialor
inrastructureprojects.
Everyonetrack-sideEveryspectatorwillhaveasecond
screenorwatchingtheaction,
perhapsconnectedtowireless
gogglesoreaseand comort.The
screenwillenhancetheirexperience,
andoertheoption toswitchtheir
vieworexampleromtheback o
thestandstoa pitch-sideseat.This
applicationwillproveespeciallyuseul
orthosewatchingeventssuchas the
marathon,whichleavethestadium.
Faceinthecrowd
Securityandsaetywillbe greatly
enhancedor ans.Facialrecognition
technologyandBigData tools
willbeused todeliver inormation
aboutpeoplein thestadiumin
just0.3 seconds..
Augmented actionPointyour smartphoneor tabletat
anathleteanda rangeorelevant
real-timedata willappearon screen.
For example,youcouldtrack the
speedoa runnerashesprintsor
thelinein the5,000m.
Nomorequeues
Youwontevenneed toleaveyour
seattoget your popcornor event
merchandise.Your smartphone or
tabletwillbeallyou needtoorder
andmakeinstantpayment andyour
e-ticketwillallow servingsta to
deliverdirecttoyour seat.
WinningbynumbersThecoachessection willresemble
a Formula 1 pitwithtrainers
huddledaroundmultiplescreens
assessinga rangeoreal-time
perormancedata.
NopresspleaseWithvastlyincreasedquantities
odata availableremotely,the
demandor on-sitemedia provision
willbegreatlyreduced. Andthe
presspack couldgetevensmaller
icompaniessuch asNarrative
Sciencecontinuetohone their
product.The US irmispioneering
thedevelopmentoautomated
newsreportingin highlydata-
drivensectorssuch asinance
andsport. Theyveevengot
journalistsinvolvedindeveloping
sophisticatedalgorithmswhich
mayyetspellthe endothe wire
reporter bythe2020Games.
Facebook on-the-fy
Socialnetworkswillbeall-pervasive
andmobileandvoice-to-text
technologywillevenenable
athletestoupdatetheir status
whiletheycompete.
Cameras, cameraseverywhere
Tensothousands olenseswill
covertenso thousandsoangles,
generatingthedata thatwill
enableviewersathometo enjoy
3D multiview andin-eventgaming,
andgenerallyeelmuchcloser to
thelivestadiumexperience.
Thestadiumo theuturemaynot
looktoodiferentat rstglance,
butthe technologyinvolved willtransormthe experienceor ans,
athletes and organizers alike
7/29/2019 atosascentvisionsportandtechnology2013.pdf
13/22
Eric Baczuk of MITs SENSEable City Laboratory tells
Max Leonard how the data we generate with our smart
phones will help to design Olympic Host Cities of the future
sell advertising targeted at the new handball
ans. And this is just a small-scale example.
By the 2020 Games, this kind o intelligence
on what people are doing and eeling may
help to deliver better transport provision,
energy use, resource allocation and
inrastructure planning. It could also help
organisers and stakeholders react to events
managing the experience in the best way
possible at a time when the city is subject to
new rhythms and unpredictable disruptions.
There is also a commercial dimension.
We like to look at the broader interests, but
there are intrinsic commercial interests that
can come out o this type o inormation,
Baczuk says. People are looking or the
crowds response these days, to understand
how people are reacting to the events that
are happening. Youre investigating crowd
dynamics, youre looking into the make-up
o the crowd, what their interests are, where
theyve been spending money.
More than that, though, the essential
connectedness o the whole Olympic Games
audience means that uture Games will
have to be ever more aware theyre playing
to the global stadium. Now the world at
large is participating, these people are
inally having a voice, which can completely
A sense-ablevision o 2020
ne o the more unusual
contributions to the London
2012 Cultural Olympiad
was the Emoto project. It
measured the worldwide
audiences emotional response to the
London 2012 Games, siting Tweets or
Games-related themes, then divining the
sentiment o each one. The result was an
evolving, real-time online visualization o
the global mood, and eventually a data
sculpture a testament to the worlds
eelings about the Games. On paper,
Emoto sounds intriguing; in practise, it
is potentially one o the most exciting
contributions to London 2012, one that has
huge ramiications on how we organize,
deliver and enjoy uture Games.
How might human emotions do that?
Thats where the MIT SENSEable City
Laboratory, one o Emotos creators,
comes in. It combines data analysis
on a city-wide scale with an interest in
urban inrastructure and in how human
activity aects speciic places. Unlike some
visions o the smart city o the uture, the
SENSEable City Labs work doesnt require
vast new inrastructure or electronics: it
takes the ever-increasing wealth o data
out there, adds some processing power
to crunch the numbers, and correlates
seemingly unrelated data sources to provide
powerul and unexpected insights. It joins
the dots, makes patterns comprehensible
and uses this inormation to create better
places to live.
We do a lot o work with smartphones,
because theyre ubiquitous, and they have
enormous computing potential, Eric Baczuk,
GE Research Fellow at SENSEable City Lab,
says. The city is a multiaceted place, with
complex interrelationships and dynamics.
An easy example might be combining
maps o precipitation patterns, taxi pick-
ups and cellphone usage. I we look at the
intersection o all three, what are the trends
that come out o the data, what can we
learn? When it rains, people take more taxis.
But what does that have to do with sport?
The Olympic Games are a once-in-a-lietime
event or most cities: when it comes to
getting it right, there are no second chances.
And social media sites are essentially huge
resources o hard data on those most
unpredictable o things: human eelings.
As such, they are incredibly valuable.
It might be obvious to speculate that i
Usain Bolt breaks the record in the 100m
there will be celebrations and good eeling
in Jamaica; but what i you could, say,
measure in real-time the British nations
reaction to an unexpected star perormance
by TeamGB in Handball? Perhaps youd
lay on more trains and buses to open-air
screens, adjust the TV schedules, or even
change the dynamics, Baczuk says. You
have to think o your audience as not
being the 60,000 in the stadium, but as
the global stadium, the millions o people
watching and this shits how the events
are organised and communicated. Theres
huge potential or re-thinking who the
audience is and tapping into the people
who arent immediately there.
The next radical leap, which is only
now becoming clear, is that the internet
will soon be carrying more machine-
generated than human-generated
communication. The irst practical
applications o this are now being seen
in the networked home, but perhaps, by
the 2020 Games, your geolocated mobile
phone will see your meeting is running
late, check your diary and set your TV
to record the athletics so you can catch
up when you get home. Meanwhile, your
ridge will see youve invited riends
over and order more beers, to make sure
theres enough to go around.
Thats what it could look like on a
human scale. But, as Baczuk says:
As all these things increase their
interoperability, increasing operating
eficiency, there will be a change on an
even larger scale than just people.
For organisers, cities and governments,
the possibilities are yet to be mapped out.
Ater the social media revolution, watch out
or the rise o the machines but it will take
human ingenuity to make it happen.
Towards 2020
This handydemystifercolumn willmake it all cle
Augmented reality is the enhan
o a real-time view by overlaying d
driven inormation about what you
seeing. An example is the ighter p
helmet that projects target inormaonto the visor as the pilot views th
Big Data a general term or the va
quantity o structured and unstruc
data being relentlessly churned ou
a variety o sources, which is too laconventional database systems to
The ability to analyze and ind patt
in this aggregation o data is expec
provide valuable insight.
Cloud efectively an of-site data st
acility or a multitude o diferent en
accessible securely via the internet.
than storing all your computer syst
sotware and iles on your own hard
its in the cloud.
Crowdsourcing using the interne
audience to harvest problem-solvi
or inormation. As an alternative to
speciic service providers, crowdsohas the beneits o being cheap (r
most cases) and tapping into a mu
broader mass o knowledge. Howe
you cant guarantee what youre go
receive and theres no guarantee o
Second screen reers to the prac
o using a device such as a tablet o
smartphone at the same time as w
television, to communicate around
show they are watching, eg by tweposting comments on Facebook.
Smart reers to an item that opera
apparent intelligence that goes bey
normal unction o similar items. A phone will carry out myriad tasks btelephony as smart kit relays inorm
gathered through its own system o
Ubiquity in IT terms this reers to
presence o a single system o conbetween all things. In other words,
that have been separate historicall
be connected and merged as one
internet; or example, your ridge, y
diary and your grocery store.
7/29/2019 atosascentvisionsportandtechnology2013.pdf
14/22
20
New media has already
transormed the
way viewers who
arent at the stadium
experience live sport.Where previous generations
gathered around a radio to ind
out who won gold, today we
can stream events live on smart
phones while simultaneously
checking out what results arerending on Twitter.
Advances in media technology
mean that by 2020 the passive
armchair an will be a thing o
he past. Tomorrows remotespectators will be able to interact
directly with events, share
heir passions with a global
audience and get closer to the
action than ever beore. As PaulMoore, new media expert rom
he Atos Scientiic Community,
says: Our ultimate goal is to
expand the collective experience
o the people in the stadium to
everyone around the world. Theperson watching remotely will be
part o the extended crowd.
Fans will even have the power
o step virtually onto the pitch,
as live ootage and gamingmerge into one. Everyones seen
someone udge a penalty, or
rigger a alse start, and thought,
could do better than that. By
2020, viewers will be able to
put their money where theirmouth is as the cloud allows
or almost instant uploading
and downloading o data. This
data will be stored securely and
deliverable to diferent groups.Its really exciting, says
Moore. For instance, you could
ake over a particular player in
he middle o a ootball game
and replay the situation they
aced. You could take over theFormula One car and compete
against the other drivers, or re-
ake a ree kick your team missed.
As he explains, the technology
o achieve seamless live gamingby 2020 already exists. The
eal work will be meshing two
diferent systems into one
mmersive experience.
Some o the replays youveseen during televized ootball
matches work by converting live
Our goal iexpand thexperiencof those inthe stadiuto everyonwatchingaroundthe world
rom real spectators, used
to augment realism o the
virtual world. The actual match
is in multiview 3D and you can
watch rom anywhere, even on
the ield.Moores dream stadium may
be educated speculation, but
its enough to get sports ans
salivating. So, is it achievable by
2020? With the mix o optimism
and pragmatism typical o a
technology expert, Moores
answer is a deinite maybe.But its worth remembering
that, in the world o sport, with
a lot o determination and a
little luck, anything is possible.
Atos new media specialist Paul Moore
tells Matt Chittock that viewers will
soon be able to take on their sporting
heroes while they watch
Be partof theaction
Social media will also take
the place o the commentator,
as smart recommender
systems do the job o lagging
up content based on whatyour riends are watching,
what youve watched beore
and whats popular with people
like you.
This trend towards a more
social experience will have aknock-on eect or the design
o uture stadiums. You know
the big screen they have at
stadiums, with pixels that are
a couple o metres wide?says Moore. We wont need
that anymore. Everyone will
have their own device in the
stadium so they can see the
results and replays instantly.Thats just the start o whats
possible. Wherever they are,
viewers will be able to tap
their screens and bring up
archived video, social media
eeds and relevant news onother events instantly. Data
will literally become part o
the picture, with real-time
measurements superimposed
on the action showing us,or example, how ar a long
jumper is leaping even while
shes still in the air.
Instantly delivering this
amount o on-demand data
involves meeting some trulyglobal challenges. Increased
access to video will mean
developing smarter media
devices backed up by an
inrastructure that wont buckleunder the demand.
But lets assume or a second
that a breakthrough is made
that solves these problems
overnight at the click o a
mouse. What might be possiblethen? Welcome to what Moore
calls virtual stadium world
You watch the match in a
virtual stadium, where you
can sit anywhere and interactwith other spectators, who
may be completely virtual but
may also be there in person,
he says.
There would be real cameraand microphone inputs (via
smart phones or tablets)
New media
action into 3D, he points out.
Video games create a simulated
animation model o virtual sport.
Now were working on merging
those two together seamlessly.Gamers will be able to share
their results through social
media, compete with strangers
or prizes, or even challenge
riends and amily to a replay.
By enhancing reality with thedynamics o an online video
game, players will connect with
athletes on the ield like never
beore and open up a whole
new level o interaction. A newgeneration o sports ans will
discover the real meaning o
perorming under pressure.
However, i competing against
world-class athletes soundstoo tiring, there are plenty o
other ways in which new media
is making the sports viewing
experience even richer. Viewers
today are just part o the crowd,
but in 2020 theyll be able topick a virtual vantage point, rom
high above the stadium to the
ront row o a stand. And its all
possible thanks to multiview 3D.
As Paul explains, multiview 3Dis technologically distinct rom its
close cousin, stereoscopic 3D. The
latter is what you see when you
go to a 3D movie at the cinema,
whereas multiview is like being
inside one o those 3D panoramicphotographs you ind online.
Multiview 3D technology is
already here, says Paul. Its not
great quality in real time yet, but
it will be by 2020. By then youcould conceivably watch a match
rom any angle you want.
One o the great things about
new media is that this drive or
greater interaction with any
sport, on any device, at any timemeans inormation lows both
ways. Spectators at the stadium
can post pictures and videos
online while tweeting about what
theyre seeing.As viewers become
broadcasters, spectators will
have access to amateur eeds
that capture the authenticity o
the live experience, rather thanrelying on what a director and
cameraman want to ocus on.
7/29/2019 atosascentvisionsportandtechnology2013.pdf
15/22
Steve Cram is in a
commentary booth,
watching ive views o
Wimbledon on dierent
screens, when Ascent dropsin to meet him. Once the preserve
o commentators, such a wealth o
action is now increasingly available
to ordinary viewers through digital
TV and the internet.
Its not only video where the viewerhas caught up either: he or she now
enjoys the same inormation sources
as the commentator: Sometimes an
athlete walks o the track, tweets,
and the viewer knows instantly,Cram says.
Where we the broadcasters used
to be the only conduit between the
event and the viewer, now, they
dont have to wait or us. Sometimesthe viewer is better inormed than
we are. Our job as this happens
is increasingly to lend something
extra: insight, opinion, background.
Theyve got whats happening,
its about interpretation myinterpretation.
O course, Crams interpretation
is one that has the authority o
experience, and will spark interest
in the millions o socialmediaconversations going on among
ans. But he also provides a human
touch, and is successul thanks to
his discretion.
My role, as a good sports
journalist is us ing my contacts andmy background inormation, he
says. I know lots about athletes
that I wont mention on air, but
it will help me to make that
splitsecond decision aboutwhat to say.
Looking ahead, Cram
sees the media landscape
ragmenting still urther:
Now, at an athletics event
we have separate trackand ield eeds. You might
be a ieldevent an and
take just the ieldevent
eed, he says.
At the Londonmarathon we do the
integrated eed or BBC
One, but you can watch
the womens race all the
way through i you wantto. You might soon be
.22