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Personalized Fan Engagement Bringing fans close to the venue, team, and brand

John Short, Sports & Entertainment Practice jwshort@us.ibm.com

The Game is Changing Why Fan Experience Matters

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Digital Disruption has Changed the Game Fan engagement is changing to a personalized experience

Generalization

Static Content

Transactional

Stationary Complex

Silo’d Experiences

Service Representatives

Personalization

Real-time Feeds / Streaming

Experiential

Dynamic Engagement

Omni-Channel

Self-Service

OldWay NewWay

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Trends that are Shaping the Future of Fan Experience

•  Content distribution around the globe

•  Virtual reality in the venue and outside of the venue

•  High speed cameras for ultimate game day memories

•  Analytics for personalized engagement 365 days/yr

•  Multi-use complexes around the venue

•  Common customer data platform across businesses

•  Video streaming to the fans from multiple angles

•  Experiences like no other in the venue and around

•  Video analytics for security and crowd management

•  Fan driven content production in the venue

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“There’s no longer any real distinction between business strategy and the design of the user experience. The last best experience that anyone has anywhere, becomes the minimum expectation for the experience they want everywhere.”

– Bridget van KralingenSenior Vice PresidentIBM Global Business Services

SowhyarewefocusingontheexperienceNOW?

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The World has Changed Whether we realize it or not, user experience matters to us now more than ever before

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Common Challenge: Fan Experience Relationship There are Millions of Fans, Relatively Few Customers… How do we turn a passive fan into an engaged fan?

RENT OWN EARN Inspire Acquire Engage

Passive Fan

Uninterested Consumer

Unconnected or Unidentified Consumer

Connected Consumer

Nurture & Convert

Active Fan Buyer

Loyal Customer

Extremely Loyal Customer

Connected Customer

Connected Customer

Connected Customer

Cross-Sell / Up-Sell

1-3 years 3+ years

Connected Consumer

Retain

High Value

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The Opportunity: Guest-Centric Design Guest Engagement and Guest Experience is Truly Defined by responsiveness to Time, Proximity, and Relationship

TIME

PROXIMITY

RELATIONSHIP

Game Day Non-Game Day Off-Season

At Venue Out of Venue - Out of Home Out of Venue - In-Home

Fan Identified Fan Engaged Fan Customer Loyal Customer Extremely Loyal Customer

BRAND

EARN EARN

EARN

RENTRENT

RENT

OWN

TIME

PROXIMITY RELATIONSHIP

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Interactive Experiences

Personalized Content

Real-time Actionable Insights Data Management As-a-Service

Delivery Integration Security • Marketing • Commerce

• Predictive Analytics • Cognitive Analytics

• Master Data • Data Lake

• Cloud • Mobility Services • Location Services

• Data Exchange • APIs

• Identity Management • Access Control

Converged Infrastructure • Network • Systems & Support • Cabling • Building Management Services • Physical Space

The Opportunity: Guest-Centric Design The Transformative Sports and Entertainment Enterprise Architecture integrating all facets of the ecosystem for seamless delivery of Guest Engagement and Guest Experience

Bring fans closer to the match on and off the field

The Game Plan

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Multi-Dimensional Approach Focused on results for each constituent pillar of Sports and Entertainment Enterprises

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Transforming the Sports Enterprise with a Guest-Centric Design Strategy 3 Strategic Objectives

Single View of the Fan Create a single view of the fans thru a fully-integrated technology platform built on 3 layers: Infrastructure, Data Management, and Delivered Experiences

Deliver Personalized Experiences Deliver Personalized Guest Engagement and Experiences for individual visitors

Turn Unknown Visitors into Customers Turn individual unkown fans into extremely loyal customers

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Build a Scalable and Flexible Platform for Future Innovation, starting with Guest Experience

• Network • Systems & Support • Cabling • Building Management Services • Physical Space

Infrastructure

Guest Experience

Personalized Content

•  Marketing •  Commerce •  Media

Real-time Actionable Insights

Data Management As-a-Service Delivery

Integration Security

•  Predictive Analytics •  Cognitive Analytics

•  Master Data •  Data Lake

•  Cloud •  Mobility Services •  Location Services

•  Data Exchange APIs •  Identity Management

•  Access Control

Personas

UX Capabilities Maps

High-Level Architecture & Application Roadmap

Infrastructure Blueprint

Business Case

Journey Maps

+©2016 International Business Machines Corporation ©2016 International Business Machines Corporation

The Process: AMBSE & the Atlanta Falcons - End-to-End Engagement

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Implementa=on

PersonaDefini=on

TouchpointIndex

FanJourneys

Applica=on&InfrastructureArchitecture

Priori=zedRoadmap&BusinessCase

1.

2.

3.

4.

5.

Capabili=esMapping

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Start of the day!Routed to avoid traffic directly to parking spot !

Before the game!

During the game!

After the game!

Help fans find friends & family!

Suggests fan’s next move with seat upgrade !

Deliver concessions to the seat!

Avoid the rush to key amenities!

Display user generated content on scoreboard!

Suggests hall of fame tour after the game!

Real-time player statistics distribution !

Builds and reinforces loyalty with rewards !

Father!

Son !

How it all Comes Together A game day view of a Personalized Fan Experience

Game Winning Experiences High Tech Solutions for Highly Personalized Fan Engagement

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IBM Sports and Entertainment Solutions and services for fan engagement, team performance and venue optimization

Fan Engagement Turn fans into extremely loyal customers

Team Performance Improve performance on (players) and off (inter

nal departments) the playing surface

Venue Optimization Improve venue connectivity, security and operations

Read Winning at the Game of Sports

Business Need •  Expand the tournament’s appeal by enhancing the fan

experience. •  Deliver rich, engaging content in near real time to a huge

global audience •  Build stronger relationships with fans through social

media. •  Replicate the unforgettable tournament atmosphere for the

millions who watched on TV or followed matches online or on mobile devices.

IBM Solution •  Cloud-based analytics delivering new analysis and

insights direct to viewers through mobile, TV and web. •  Detailed match data combined with sentiment analysis

for the first time. •  Semantic analysis of more than 6.6 million tweets

enabled tailoring of social channels and web content. •  Embedded social media data brought the experience to

life for fans around the world. •  Shot-by-shot analytics revealed new stories within each

match that captured the imagination of casual viewers and experts alike.

•  Finally, cloud-based virtual servers provided a smooth web experience for 71million digital visitors.

Business Value Realized !  71 million digital visitors to tournament

media !  15% increase in mobile viewing in one year

driving 55 percent of all page views !  41 million points analyzed to determine

keys to the match of every player !  542 million views on the official website

served by IBM cloud !  95 million social media followers create

content analyzed by IBM cognitive !  500% increase in security attacks blocked

by IBM Security

Wimbledon: Fan Experience Seman=canalysistoimproveexperiencesaroundtheworld

Business Need •  Improve the live experience for fans year by year •  Create new features to the mobile application •  Give fans at any given time information on where and when

their favorite player will be on the course •  Help fans “find my friend” •  In case of a dispute, get rules officials sooner at the face to

keep the game moving

IBM Solution •  The KLM Open promoter and organizer, TIG Sports, worked

with IBM Cloud Services to develop an interactive mobile app with IBM MobileFirst software hosted on IBM Cloud.

•  The team developed the solution’s back end using the IBM Bluemix platform and IBM DevOps for Bluemix services.

•  Each flight, or group, of golfers carries an IBM-developed GPS tracker during the tournament. Location data is transmitted to the IBM cloud infrastructure and combined with scores and other media content using API Connect, giving fans real-time access to leaderboards, players’ locations and maps that show the user’s current location and how to get to various points of interest.

Business Value Realized !  Option for navigation gives orientation on new course !  Fans get alerted when their favorite player is going to tee off, giving ample

time to get to the hole and actually watch !  “Closest to the Pin” contest between spectators, seated on three sets of

bleachers. They will use the app to predict which golfer will tee the ball closest to the flag.

!  The Watson Internet of Things platform on Bluemix will be used to collect and analyze the data from the thousands of smartphones’ and visitors placing bets.

!  The KLM Open tournament will provide prizes for those spectators who have the highest scores or streaks (best of three) in predicting the contest.

!  Watson Analytics is used to analyze five years of historical players’ data to help predict the winner.

KLM Open: Fan Experience Followingplayersfromteetogreenwithaninterac=ve,engagingexperience

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IBMInteractiveExperience

Business Value Realized

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Atlanta Falcons: End-to-End Technology & Experience Design First-of-a-Kind NFL Fan Experience – High Performance Converged Infrastructure and Fan Experience

Business Need With a new $1.6B stadium under construction the Atlanta Falcons, the Falcons were interested in defining:

•  IT Infrastructure design and systems integration •  Converge the physical venue (Mercedes-Benz Stadium)

with the broader brand ecosystem •  Integrated marketing strategy for delivering better visibility

into the millions of fans and hundreds of thousands event attendees to drive ticket sales, merchandise and moments of delight through personalization.

•  Year-round engagement capabilities that is often defined by seasonal demand.

•  A long-term executable roadmap - “the stadium will be a wow experience, and then what?”

IBM Solution IBM and AMBSE worked together to produce a series of progressive work products that culminated in a strategic framework and roadmap forward:

-  IBM Smarter Stadium/Venue Technology -  Personas and User Research -  Current State Touchpoint Assessment -  Future State End-to-End User Journeys -  Capabilities Mapping -  IT Solution Architecture -  Roadmap & Next Steps -  IBM Sports 360/365 Mobile Application & Data Platform

!  Lead Infrastructure IT partner/PMO to complement in-house IT for stadium build

!  Experience Agency of Record with IBM Interactive Experience !  Customer Data Strategy and IBM Sports 360/365 mobile &

data platform !  Innovation Partnership Rooted in IBM Design Thinking !  PON/DAS - >30% reduction in cable closet wiring !  Five-bar cellular coverage & HD Wifi

Arthur Blank Owner, Atlanta Falcons

“… it’s going to be the finest sports entertainment facility, not only in the United States, but you know, potentially in the world.”

Business Need •  Data repository for scoring, player bios, match statistics,

41 million data Grand Slam data points •  Analyze data in real time, allowing fans to see win odds

based on changing match conditions •  Ensure that USOpen.org could handle peak traffic during

the most popular matches. •  Predictive analytics for player matchups and “keys to win” •  Cognitive analytics for unstructured data to enhance the

fan experience for video, logistics, and player tracking •  Highly secure website to identify malicious attacks

IBM Solution •  IBM Cloud for applications and data repository along

with Bluemix for tapping into Watson APIs •  IBM Slam Tracker analyzing player statistics past and

present determining keys for winning the match •  IBM Mobile digital platforms with built in Watson natural

language to make engagement personal for fans •  IBM Security protection for 90 million web and app

visits analyzing traffic and single view for security •  IBM Sentiment analysis of social media giving those

watching digitally insight to crowd favorites •  IBM Watson for analyzing unstructured information like

words or pictures for enhancing video streaming, video on demand, and venue navigation

Business Value Realized !  136 million page views over mobile phones and tablets, a

47% increase over the previous year !  15 million visitors worldwide were hosted on the

USOpen.org website for the fourth consecutive year !  Provided access on the tournament’s official website,

USOpen.org, to more than 15 million visitors worldwide for the fourth consecutive year

!  Increased scalability and flexibility, improved resilience and lowered costs through the virtualization, standardization and automation of the private cloud environment

US Open: Fan Experience Serving the fans at the US Open

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Learn more about IBM Sports and Entertainment

"  VisitusatIBMSports

"  LearnmoreaboutIBMFanEngagementSolu6onsFanInsight

"  LearnmoreaboutIBMTeamPerformanceSolu6onsSportsInsightCentral

"  LearnmoreaboutIBMVenueOp6miza6onNextGenCampusNetworks

"  Readthewhitepaperformoreinforma=ononIBMSports:– GameOn:WinningattheBusinessofSports

"  EngagewithanIBMspecialisttodeterminethebestapproachtohelpyoumonitorandmanageyourstadiumnetworkinfrastructure.

JohnShortGlobalBusinessDevelopmentExecu=veIBMSportsandEntertainmentjwshort@us.ibm.com+1(612)281-6215

Thank You