Date post: | 16-Jul-2015 |
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North America IOT 1Q All Manager and Executive Call
IBM Sports and Entertainment
Deliver the ultimate fan experience
Atlanta Falcons - IBM Smarter Stadium! Texas A&M - IBM Smarter Stadium!
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North America IOT 1Q All Manager and Executive Call
Our Vision
Activate revenue and profitability growth for
Sports and Entertainment Leagues, Teams,
Events, and Venues.
Drive value through an integrated Fan /
Customer / Guest Experience and Talent
Management Master Plans powered by the
fusion of Design, Strategy, Technology and
Data
Provide League, Team, and / or Event
Owners and C-Level Executives with the
information to make great business decisions
IBM Sports and
Entertainment
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North America IOT 1Q All Manager and Executive Call
Fans are demanding a better fan experience while at the game
Sports fans are demanding a better experience
– The at-home experience for fans has gotten better and less expensive over time and the stadium
experience needs to improve to keep fans engaged and coming to games
Demographics are shifting
– The younger demographic expects a constant Internet connection to be able to post photos and
videos of their experience while at the game
Professional teams are seeking ways to boost revenues
– Always on connectivity allows additional capabilities for boosting in game (e.g. in seat ordering,
mobile seat upgrades)
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North America IOT 1Q All Manager and Executive Call
There are several unique characteristics that we consider - 6 Key Observations
“A Business of
Many Businesses”
“Data and Dollars”
“You are the Content”
“Win to Sell AND Sell to Win”
“Millions of Fans, Relatively
Few Customers”
“There Is No
Off-Season”
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North America IOT 1Q All Manager and Executive Call
“Millions of Fans, Relatively Few Customers”
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Rent Earn Own
Acquire Engage Cross-Sell / Up-SellNurture & Convert Retain
Non-Fan Fan Identified Fan Engaged Fan CustomerLoyal
Customer
Extremely
Loyal Customer
Uninterested
Consumer
Unconnected
or Unidentified
Consumer
Connected
Consumer
Connected
Consumer
Connected
Customer
Connected
Customer
Connected
Customer
Inspire
Path of the Sports Consumer Journey
Season 1-3 Season 3+
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North America IOT 1Q All Manager and Executive Call
It starts with the fans and an analytics driven interactive experience is
the design pointDeliver
Smarter FanExperiences
Real-Time Decisioning
Anticipate fan needs using relevant data and understand preferred communication medium
Analyze fan engagement drivers to identify optimal messaging for fan demographics
Gather information necessary to understand fan drivers
Information Integration
FanInsights
Personalized Communication
Create personalized fan engagement messaging (promotions, real-time alerts, etc)
Predictive Modeling
Deliver individualized messaging at point of impact to engage fan and drive sales
VA
LU
E
Data Management Platform Lifecycle
Data Sources Data Data Management Platform Business Value Experiences
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North America IOT 1Q All Manager and Executive Call
Mobile, social and e-commerce build a digital platform to delight fans and help
build a loyal customer base
Food and drinkoffers in ornear venue
Real-timeinstant replays
Sharing selfiesfrom the game
Interactive mapand directions
In-stadium seatupgrades
In-seat foodordering
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North America IOT 1Q All Manager and Executive Call
An IBM Smarter Stadium enables a better fan experience for less while also
allowing you to increase your revenues
Pervasive cellular and WiFi connectivity provides the always on Internet connection your fans are demanding
Our system includes technology designed to help you boost your revenues and improve the fan experience
Our system converges PON, Wi-Fi, and Cellular connectivity onto a single fiber cabling infrastructure and costs
30% less than legacy copper based networks
Through convergence, our system requires far less space than legacy networks giving you back valuable space
Our system is Green, reducing operational costs and improving your LEED status
Our system is more reliable and far simpler to operate and manage than legacy networks
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North America IOT 1Q All Manager and Executive Call
Our mobile app, interactive signage, and digital media distribution allow you to
engage the fans before, during, and after the event
Our mobile app allows your fans to interact and summon multi-
camera replays, video-on-demand, game-tracker visualizations,
head-to-head matchups and more
Increase concession revenues by including menus on your displays
and allowing in-seat ordering
Present personalized offers to fans
Allow fans to purchase seats upgrades or tickets to future games
from their mobile device
Allow users in your suites to control camera views on specific TV or
tablet displays from their iPhone or Android device
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North America IOT 1Q All Manager and Executive Call
IBM Intelligent Operations Center provides an operational dashboard and helps
you ensure the ultimate fan experience
Find bottlenecks at gates and in parking lots
Identify crowds via video analytics
Direct fans around maintenance issues
Find patterns of incidents and locate resources
to respond
Allow fans to report incidents from mobile
devices
Monitor POS in real time and raise alerts
Monitor VIP arrivals to provide a valued
Premium Experience
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North America IOT 1Q All Manager and Executive Call
IBM Intelligent Video Analytics enhances security and public safety in stadiums
with comprehensive security, intelligence and investigative capabilities Stadiums are rich in video feeds but generally do not have video analytics
Stadiums are expected to be the next terrorist target, so safety and security are critical concerns for
stadium owners
– Video Analytics raise alerts when intruder enter secured areas and detect left packages and
vehicles
– Facial recognition detects trouble makers entering the stadium
Stadium owners are also interested in improving the fan experience and increasing revenue
– Video analytics monitor crowds at gates and concessions allowing stadiums to manage crowd
flow and drive customers to less used concessions
– Facial recognition identifies premium ticket holders to provide a premium experience
Gate flows are not
balanced
Video Analytics counts 165 People in line at Gate
22, calculates 18 minute wait
Trigger
Video
Analytics
Turnstile 17 takes
overflow
FR ID’s suspect
entering gate and
triggers auto
workflows for
response
Triggers workflow to
alert and move crowd to
alternate gates
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North America IOT 1Q All Manager and Executive Call
Legacy networks are no longer an efficient or cost effective operating model
Legacy stadium network designs rely on
multiple separate networks to deliver
services to your fans
Legacy networks rely heavily on copper and
coax cabling, requiring frequent rip and
replace upgrades as technologies change
Legacy networks take up substantial space
for wiring closets due to the distance
limitations of copper cabling
Legacy networks also require substantial
power and cooling in the wiring closets for
stacks of network electronics
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North America IOT 1Q All Manager and Executive Call
IBM has developed the IBM Smarter Stadium network which uses far less space and
costs 30% less than a legacy copper/coax based network architecture
The IBM Smarter Stadium network uses a
single converged fiber network to deliver all
services
The IBM Smarter Stadium network
combines PON and DAS onto a single fiber
infrastructure
The IBM Smarter Stadium network costs
less, requires far less space, and uses far
less power can cooling than legacy
networks
PON OLT’s
DAS Head End
Core Router/Switch
Fiber Patch
PON splitters
Power Injectors
Fiber Termination
DAS Remote Unit
PON ONT’s
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North America IOT 1Q All Manager and Executive Call
The IBM Smarter Stadium Network uses Passive Optical LAN (PON) technology
which costs 30% less than a legacy switched network architecture
PON provides LAN access throughout your stadium
for Point of Sale, Office Space, Digital Media
Distribution, Wi-Fi access points
PON is not distance constrained like legacy copper
based networks
PON utilizes a fiber based cabling plant instead of
copper saving you money and space
– less cabling, less cable trays, lower material
and installation costs, fewer wiring closets
PON does not require special power and cooling in
your wiring closets like legacy switched networks
do, saving you substantial operational costs
Traditional LAN Architecture vs. Passive Optical LAN Architecture
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North America IOT 1Q All Manager and Executive Call
Passive Optical LAN technology requires far fewer wiring closets than legacy
switched networks leaving you space for seating, concessions, or retail
The Atlanta Falcons new stadium design included a
legacy switched network design which required over
70 IDF’s due the the distance limitations of copper
cabling
The fiber based IBM solution for the Falcons
reduced the number of IDF’s required to less than
30, freeing up valuable space
This space is now available to be used for additional
seating, concessions, and retail space generating
additional revenues for the team
IBM Smarter Network IDFLegacy IDF
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North America IOT 1Q All Manager and Executive Call
The IBM Smarter Stadium Network includes a fiber based Distributed Antenna
System for 5 bar cellular coverage and a world class fan experience.
The IBM Smarter Stadium Network leverages the same fiber
infrastructure as the PON allowing for easy upgrades without
having to rip and replace your cabling plant
– When a wireless carrier introduces a new frequency,
simply swap out a card in the remote access units
Advanced features such as capacity steering allow you to shift
cellular capacity to different areas of your venue as fans move
around
– Before the game you can shift your cellular capacity to
outdoor tail gate areas
– When the game starts, you can shift your cellular
capacity back inside your stadium…..Smarter!
DAS Head End Remote Zone Location
Remote Zone Location
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North America IOT 1Q All Manager and Executive Call
The IBM Smarter Stadium Network provides stadium grade HD Wi-Fi coverage
ensuring a world class fan experience.
The IBM Smarter Stadium Network provides pervasive HD Wi-Fi
coverage throughout all parts of your stadium (bowl,
concessions, retail, restrooms, office space)
802.11AC technology provides high capacity and throughput
Multiple Wi-Fi manufacturers supported
Under seat mounting options available
Under Seat Access Point Enclosure
HD Wi-Fi Coverage Model
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North America IOT 1Q All Manager and Executive Call
The Smarter Stadium Network allows you to own the DAS infrastructure while
charging for access to your system.
The IBM Smarter Stadium Network is a neutral host
DAS solution that you own versus a third party owning
the system
IBM will help you negotiate lease agreements with the
wireless carriers. These lease agreements typically
include up front and recurring charges to the wireless
carriers which help offset the cost of the system
The wireless carriers prefer this model to other long
term leasing models available in the marketplace as
they buy only the capacity they need on the system
which saves them money
IBM Global Financing can also help you turn up-front
capital costs into affordable payments, matching cost
outlays with expected project benefits Cellular Coverage Model at Texas AM Kyle Field
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North America IOT 1Q All Manager and Executive Call
Texas A&M chose the IBM Smarter Stadium Network over a legacy network
design for the newly renovated Kyle Field.
The IBM solution allows Texas A&M to provide pervasive
Wi-Fi and Cellular coverage for over 105,000 Aggies fans
The IBM solution costs less than the legacy switched
network and DAS solutions Texas A&M was considering
Texas A&M leveraged IBM’s relationships with the
wireless carriers to negotiate lease agreements which
helped offset the cost of the system
https://storify.com/HerbHernandez/kyle-field
http://www.mobilesportsreport.com/2015/01/stadium-tech-
report-corning-ibm-bringing-fiber-based-wi-fi-and-das-to-
texas-ams-kyle-field/
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North America IOT 1Q All Manager and Executive Call
The Atlanta Falcons chose the IBM Smarter Stadium Network over a legacy
network design for their new NFL stadium opening in 2017.
The Falcons chose the IBM Smarter Stadium Network over
legacy network designs
The IBM solution allows the Falcons to provide pervasive
LAN, Wi-Fi, and Cellular coverage for over 80,000 NFL fans
The NFL’s largest scoreboard will be running over a IBM
Smarter Network
The IBM solution costs less than the legacy switched
network and DAS solutions the Falcons were considering
The IBM solution also allows access control and audio/visual
systems to leverage the same integrated fiber plant, saving
money and space
https://www.youtube.com/watch?v=SPKP7FaiqEE
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North America IOT 1Q All Manager and Executive Call
Contact us today to determine how much you could save by deploying an IBM
Smarter Stadium Network
Darold Conklin
IBM Sports and Entertainment
716-870-4324