For millennia people have been travelling to stadia to watch and participate in spectacles of pure brutality and sport sponsored by kings, emperors, states, individuals. Today sport and other entertainment events have become a major global business sector with executive facilities, commercial sponsorship, broadcast and full media coverage. But, in many respects, the crowds and their experience has changed little. However, technology is impacting this situation and looks set to accelerate the rate of change.
In a similar manner to the airline business; the few pay around 80% of the costs, whilst the many fulfil the 20% or so. All the attention is lavished on the few and the many are neglected and remain a latent opportunity. The technologies of communication, networking, apps, Big and Meta Data can change all this by creating a ‘market of one’. Satisfying the needs of every individual and every group should be pursued as it leads to a world of new services and ‘pre-selling’.
The technological opportunities are endless with augmented reality able to furnish a view from every angle to mobile devices and wearables supported by real time details, data and statistics. Clouds and ‘networks without infrastructure’ can overcome the limitations of 3, 4, 5G and wifi systems that will never satisfy the need for growing customer connectivity and bandwidth. They can also help solve entry congestion and simultaneously support security and vending operations. Branded mobile devices with pre-loaded apps are also an obvious step towards the creation of ‘The Club’ identity and ‘belonging’ that goes way beyond the latest strip, scarves and hats etc with far more kudos than a gold card!
“On a grand scale this all involves Big Data, but for a ‘market of one’ it is the Meta Data that counts - that is where the opportunity and the $$$ reside”
All of this comes at a price of management and operational change! Embracing the new takes a positive mind and considerable energy in the face of day to day operations, but the workforce and the customer base is also changing fast with the old and old of mind being replaced by the young and young of mind. The tech savvy are on the move and making up an increasing proportion of society - and the trick is to leverage their knowledge and abilities at every level possible.
“Change is inevitable and accelerating - and you have to decide to be a driver or a victim”
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