Mobile: an oppotunity for sport - Digital Sport Summit - #DSS10 - July 7 - Presentation

mobilefor the sports industry an opportunity

anthony harrison digital marketing manager - cricket victoria

about • Cricket Victoria • Manages the game of Cricket in Victoria • Victorian Bushrangers • In the last 5 years appeared in 13 of the 15 ﬁnals - won 7 • Twitter: @bushrangers • Anthony Harrison • Twitter: @dontgochanging

what is mobile?

what is mobile? • Technology in mobile environments • Historical limitations • Bandwidth • Power • Interface

why mobile?

why mobile? • In Australia: • Mobile market penetration -115% • Compared to Internet penetration - 80%

why mobile? • Global Smartphone market • Sales to double in the next 4 years • Australian Smartphone market • 149% growth in last quarter • sales of traditional handsets dropped 45%

why mobile? • Smartphone sales to overtake PC sales in 2011 • By 2011 Australia will have 25 million mobile subscribers

“ by 2011, over 85 percent of handsets shipped globally will include some form of browser” Gartner - March 2010

“ based on the current rate of change and adoption, the mobile web will be bigger than desktop web by 2015” Morgan Stanley - March 2010

“ 3% of smartphone owners in the USA use their phone for voice communication” Nielsen - March 2010

the options

the options • Mobile Web vs Native App

the options • Mobile Web • HTML5 + Javascript • Accessed via URL in browser • Native App • Objective C, Java etc. • Distributed via a App Store, Marketplace

the options • Reasons for Native Apps • performance • ofﬂine • discoverability • device attributes • ﬁnancial

the options • Examples from Australian organisations • ABC • Virgin Blue • The Age • Firemint

the options • Virgin Blue • Launched April 2010 • Check-in (SYD, MEL, BNE) • Guides and information

the options • The Age • 320,000 visitors a month • 5+ minutes session duration • Average users spends 19 minutes a month on the site

the options • ABC • 700,000 downloads in Australia • 35% of Australians with an iPhone • Great app = success

the options • Firemint • Small Melbourne based company • Top 10 in iTunes App Store globally for over a year • Apple Design Award winner

the options • What the users say • April 2010 Smartphone users: • 78% accessed their browser • 80% used applications

casebushrangers victorian study

case study • Audience

case study • Consumer demographic Gender Age 20% 77% Male < 33 Female > 33 80% 23%

case study • Research from social media activity at domestic Twenty20 • High level of mobile based activity • Survey showed 25% of Facebook fans owned iPhones

case study

case study • Alignment with our strategic plan • Bushranger brand and top three stars to be widely recognised and respected • Focus on creating outstanding customer experiences and broadening the reach of cricket

case study • ‘Editorial’ application • ‘Digital’ program guide for Shefﬁeld Shield ﬁnal • Focused to cricket enthusiasts

case study • Presented as an initial step • To understand opportunity in mobile environment • Had to overcome some small internal barriers

case study • Limited timeframe • Launch in time for Shield Final • 3 week development time • 1 week Apple approval process • Limited resources

case study • Results • 35% + of Bushranger content requests came from iPhone • Media exposure • Player/team awareness • 4 star iTunes App Store rating • Success - but room for improvement

best practice

best practice • Mobile is not a small desktop • Mobile is not a ‘light’ website • Mobile is its own thing with its own strengths

best practice • Know your customer • Context • Goals • Actions

opportunities

opportunities • At home • At match • At work • Complement other mediums • Fit into daily life

opportunities • Ask you customers/fans/supporters • Look and listen to the trends • Don’t be afraid to start small

wrap-up

wrap-up • Questions? • Connect on Twitter • @dontgochanging • Presentation and references available on SlideShare • http://slideshare.net/anthonyharrison

thank you • See you here at the MCG for the KFC Twenty20 Big Bash January 2 January 22 January 28

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Mobile: an oppotunity for sport - Digital Sport Summit - #DSS10 - July 7 - Presentation

by Anthony Harrison on Jul 07, 2010

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Mobile: an oppotunity for sport - Digital Sport Summit - #DSS10 - July 7 - Presentation — Presentation Transcript