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”
1. the STADIUM BUSINESS
a n d T h e
t e c h n o l o g y
o f e n g a g e m e n t
COCHRANE
a s s o c i a t e s
cochrane.org.uk
ca-global.org
Peter Cochrane
You are selling emotional bits
2. a very long history
Not much has changed ?
View
Food
Entry
Clubs
Drink
Boxes
Seating
Control
Franchises
Supporters
Sponsorship
Entertainment
Or has it ?
The Spectacle
Construction
Globalisation
Technology
Outcomes
Transport
Variety
!
!
!
3. THE BUSINESS MODEL
The few up front pay for the flight
The many at the back are ballast
!
Know and look after the few
Adequacy for the many
!
Many treats for the few
Minimal for the many
!
Support for the few
None for the many
Just like an airline?
4. positive engagement
Everyone pays (more) for the flight
Everyone is known and looked after
Treats for all as per need
Support for all Making everyone feel loved !
Making every fan a part of the club !
More from and for less or the same
5. Do you SEE A MASS MARKET ?
Disconnected individuals ?
6. or a market of one ?
Networked
individuals and
connected groups ?
8. Are you leveraging what is available
Apps and data ?
Exploiting technologies ‘for free’
to look after, anticipate and meet
the needs of individual fans, and all
their friends and associates, before,
during and after the game…whilst propagating the
emotional bits - raising expectation and excitement.
9. Do you see networks of Interest groups
Who share everything !
Something to
be leveraged !
10. The screens of life
The fight for eyeballs and attention span !
11. A view of universal change
Multi - Media Rules !
12. simultaneous screens & Audio
Multi - Media &Tasking the new norm !
Working, watching, listening and playing at the same time….
14. Business is changing fast
We sometimes have to accept the counterintuitive !
What we considered to be impossible,
or very risky in the past is now
being rendered safe and good
practice by the enabler of
technology - and we have to be
prepared to change - to try the
things that we once avoided….
In the past it was always the young and the new
who watched and followed the old to learn the ropes
of a new business - today it really is worth the old tagging
along with the young and the new to learn new tricks - and
to gain a broader perspective of what might be - and what is now possible!
15. CusToMer base CHANGE
The old and old of mind are dying
and/or being marginalised
‘The young, and young of mind, expect
much more for the same or less’
16. role reversal
Full of tech wisdom - now teaching the old - and your future customers !
R&D Defence Industry Consumer
School
➡
College
➡
University
➡
Computing
17. role reversal
Full of tech wisdom - now teaching the old - and your future customers !
R&D Defence Industry Consumer
Defence ⇐ Industry ⇐ Consumer ⇐ R&D
Computing
➡
School
➡
College
➡
University
➡
Computing “Specialised”
18. The world is no longer simple
It is connected, complex, and non-linear !
Complexity is a key feature of the universe - all life forms - and now all business
Technology and people are engineering complexity - its expanding growth & spread
At a fundamental level we don’t understand it - we have no generalised mathematics
At a business level we have to embrace and leverage it - or loose money & risk extinction
Computer modelling, war gaming, and decision support are essential - along with big data
We need a symbiotic relationship with our technology to be successful - AI is a key component
19. Change is not a constant
It is exponential !
Top 10 jobs in 2010 did not exist in 2004
1 in 4 have only been in their job for 1 year
Average manager dwell time is < 2.5 years
Average worker dwell time is < 5 years
Almost all of the key
technologies and apps you
now take for granted did
not exist 10 years ago
20. Exponential
What does it mean ??
More data/information will be generated this year
than in the previous 5000 !
…and the year after that
…and the year after, after that
…and the year after, after, after…
22. BIG + META-DATA
A modern market of one !Who
What
When
Where
Friends
Domicile
Opinions
Influence
Networks
Movement
Behaviours
Employment
Relationships
Demographic
Clubs
Travel
Status
Music
Family
Sports
Politics
Reading
Hobbies
Ethnicity
Interests
Pastimes
Education
Behaviours
Associations
23. anticipating need
Creating and satisfying desire - never to disappoint
Beyond notifications, fixtures,
replays, team details, statistics
and special offers: PRE -SELLING
24. Technology
A very small sample to be aware of…
No spoofs, magic, or ‘wires around the back’
- only real and working stuff - game
changers available now or
coming very soon!
25. THe Cloud(s)
Plural not singular because the internet won’t scale!
P e r m a n e n t
Tr a n s i e n t
M o b i l e
Open
Closed
Visible
Invisible
P e r s o n a l
C o m m e r c i a l
G o v e r n m e n t
Local,Global
People,Things
Vehicles,Home
Office.Campus
Town,City
Region,Country
ZeroInfrastructureNets
AnonymityWorking
EmbeddedSecurity
Auto-ImmuneSystem
26. the rise of the Connected
The new modes and expectations are not an accident !
Speed
of
Change
Adaptability
and
Flexibility
New
Technology
Entries
Competition
Growing
Global
Market
Threat
Ecological
Humanitarian
Demands
BYOD
BMOB
OPEN
APPS
Social
Mobility
BIG
Data
27. Networks without infrastructure
Beyond 3,4,5,6..G and WiFi
Direct device to device,
and thing to thing,
communication at
will - free of cost
or control…will
power the ‘Cloud
of Things’ as well
as peoples…
28. 3,4,5G nets
cannot support
the demands of
future traffic and
logistic networks…
but vehicle to vehicle
systems can…by providing
the most efficient and relevant
linking of users reporting their status
and sharing local/pertinent information
vehicle to vehicle
30. IBM WATSON
General knowledge +++
Deep Blue beats world chess champion Gary Kasparov 1997
Watson general knowledge Jeopardy champion 2011
Watson moves into medical diagnosis trials 2012
Watson adopted by medical profession 2013
Watson APIs made public as an App 2014
Watson Call Centre trials 2015 ???
Yet To Come ??
Truth Engine
Search Engine
Voice Search
General Analytics
Personal Assistant
31. Augmented Reality Viewing
Remote cameras covering every angle
Watch that goal, that try, that touch down from
every and and seat in the stadium in real or
relive the moment(s) & angles delayed time
Have all the vital info and
data available at a click
throughout the game
33. Unacceptable
Ineffective and unuseful IT Dept’s
Fixing hardware,
Software, Nets,
and Security is
no longer key!
BIG DATA
Modelling
Decision
Suppor t
are now
primary !
Wasted
Resource !
You get
far better
by
outsourcing
BMOD
BMOB
34. T h e y c h o o s e a n d
purchase their own
Apps, Hardware, and
fund their own ISP and
security…
!
Thinking, working & acting
differently...
new workforce
Working on the fly!
35. new workforce
Tech savvy, fully equipped…
No time for rules,
constraints of the
past, Security or
IT Departments…
36. They see social
networking is a
vital a tool...
…as is their personal
choice and preference
for specific equipment,
apps, web sites and
ways of working...
...they don’t
eMail, theyTXT
and IM !
...they don’t
conceal or
hide they
share !
new workforce
No loyalty or allegiances, driven by pure interest !
37. Doing what you have always done but more
efficiently will not work - attitudes, working
and operational practices, have to change
if you are compete on the world stage ...
CHANGE IS NOT OPTIONAL
It is essential!
38. What we know for sure....
In the next phase the winning companies and countries
will have taken risks, and dared to be different...
...very different...
THE Future
Belongs to those who dare to be different
39. Thank You
ca-global.org
cochrane.org.uk
COCHRANE
a s s o c i a t e s
For supporting publication and presentations GOTO: www.cochrane.org.uk
Slide Sets also available via: http://www.slideshare.net/PeterCochrane