Harnessing the Power of Mobile to Provide the Ultimate Fan Experience

Guest Post: David Johnson is the Commercial Director at Skylab, who has vast experience as a digital video content strategist, and as a broadcast manager for the 2004 Olympic Games, two FIFA World Cups, two UEFA Euros, and a UEFA Champions League Final. He is also an award-winning creative director/producer.

There is an increasing appetite for media-rich experiences delivered on mobile devices, with 5.6 billion mobile devices estimated to be in use by 2015 globally, and the trend will continue at an increasingly rapid rate accompanied by a projected increase of over 2,600 per cent in mobile data transfers.

It is within the sports world that these trends are arguably the most noticeable, which means there are ample business opportunities for sports teams and associations, and new experiences available for supporters.

Social Media and Sports

Sports-related social media websites and apps are on the rise, which provides instant access to the latest news and scores, and allows users to share images and opinions of events. As these apps become more popular, it is almost becoming a prerequisite that they are supported within sporting arenas rises as fans expect their mobile experience to be at least as good as their experience to and from the event.

The problem comes, however, when existing cellular technologies like 3G and 4G are not optimised for the reliable delivery of these intensive services to such a high concentration of users, many of whom will be left unable to share their content and experiences.

Continuous Wi-Fi

The clear demand for access to a strong and reliable Wi-Fi connection has become a main focus for industry executives; with the new customer requirements emerge business opportunities associated with the event and venue-specific applications. Venues can offer location-based concierge services and unique revenue opportunities like real-time concessions, merchandise and ticket ordering through apps. The rewards for fans interacting with sporting associations do not necessarily stay online, as they are increasingly offered instant prizes for fans who are actively involved in social media campaigns.

The Evolving World of Online Purchasing

More than half of us in the UK now own a smartphone, and over 6.5 million regularly use it to access retail stores, and digital retail sales will account for 11.5 per cent of the total retail sales within the UK this year, one of the highest in the world. Those figures are set for explosive growth, driving shopper behaviour as consumers use them to price check, access product placement, view recommendations and explore social media to help inform their purchase decisions.

According to Google, 84 per cent of smartphone shoppers use their phones while in a physical store. This won’t just generate online sales but will transform the way that consumers shop in a multi-channel world, and this can easily be replicated to the sporting world, providing the opportunity to generate revenue to an engaged audience.

Increased levels of interactivity engage fans in compelling ways, allowing them to enjoy the event like never before. Gone are the days when mobile should be considered just another retail channel, replaced by an exciting new era of mobile technology that can provide a richer and more targeted experience.

David Johnson, Creative Director @ Skylab

 

 

About author

Daniel McLaren
Daniel McLaren 820 posts

Dan is the Founder & CEO of Digital Sport. Can be found at sports industry events and heard every week on the Digital Sport Insider podcast. @DanielMcLaren

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