Sports & mobile

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The world of sports is rapidly changing through the broader use of mobile & location based applications. This is how.

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Sports & mobile

  1. 1. Sport 2.0 Sports in a 2.0 world
  2. 2. About me Gijsbregt Brouwer www.brightguys.nl www.linkedin.com/in/gijsbregt www.marketingfacts.nl/pages/bloggers/#Gijsbregt%20Brouwer
  3. 3. About today <ul><li>Sport = experience </li></ul><ul><li>The experience revolution </li></ul><ul><li>Bring in the brands </li></ul><ul><li>I’ve seen the future </li></ul><ul><li>Discussion </li></ul>
  4. 4. Sport = experience <ul><li>Sport = experience </li></ul><ul><li>The experience revolution </li></ul><ul><li>Bring in the brands </li></ul><ul><li>I’ve seen the future </li></ul><ul><li>Discussion </li></ul>
  5. 5. Experience Economy <ul><li>Pine & Gillmore (1999) </li></ul><ul><li>Commodity  Product  Service  Experience </li></ul><ul><li>Chief examples: coffee & Disneyland </li></ul><ul><li>Internet improves the experience </li></ul>
  6. 6. Experience Economy <ul><li>Sport = an experience </li></ul><ul><li>Rarely behind the pc  mobile </li></ul><ul><li>Active & passive </li></ul><ul><li>The activity only takes a few hours per day/week/month </li></ul><ul><li>Internet improves the sport experience </li></ul>
  7. 7. Experience revolution <ul><li>Sport = experience </li></ul><ul><li>The experience revolution </li></ul><ul><li>Bring in the brands </li></ul><ul><li>I’ve seen the future </li></ul><ul><li>Discussion </li></ul>
  8. 8. Improving the experience <ul><li>Revolution: </li></ul><ul><li>From 2 x 45’ to the whole week </li></ul><ul><li>From 10k to your whole life </li></ul><ul><li>Experience is improved: </li></ul><ul><ul><li>Lengthened: longer & more often </li></ul></ul><ul><ul><li>Broadened (more users) </li></ul></ul><ul><ul><li>Deepened (more types of use) </li></ul></ul><ul><li>Builds a permanent relationship with the consumer </li></ul>
  9. 9. Improving the experience <ul><li>Deepen : </li></ul><ul><li>Mobile </li></ul><ul><li>Smart stadium </li></ul><ul><li>Digital signage </li></ul><ul><li>Lengthen : </li></ul><ul><li>Communities </li></ul><ul><li>Games </li></ul><ul><li>Planning </li></ul><ul><li>Blogs </li></ul><ul><li>Registration </li></ul><ul><li>Broaden : </li></ul><ul><li>Communities </li></ul><ul><li>More content </li></ul><ul><li>Sport date/meet </li></ul><ul><li>Experience 1.0 : </li></ul><ul><li>No mobile </li></ul><ul><li>No web 2.0 </li></ul><ul><li>Not personal </li></ul><ul><li>No context </li></ul>
  10. 10. Bring in the brands <ul><li>Sport = experience </li></ul><ul><li>The experience revolution </li></ul><ul><li>Bring in the brands </li></ul><ul><li>I’ve seen the future </li></ul><ul><li>Discussion </li></ul>
  11. 11. Experience brands <ul><li>Sport experience brands: </li></ul><ul><li>Build brand value for your sport </li></ul><ul><li>Brand value will add to core objectives of sport organization: </li></ul><ul><ul><li>Revenues </li></ul></ul><ul><ul><li>More athletes/fans </li></ul></ul><ul><ul><li>Fitter people </li></ul></ul><ul><ul><li>Etc. </li></ul></ul>
  12. 12. Sport as 1.0 brand Sponsor and/or media Sponsee Association Means Agreement
  13. 13. Sport as a 2.0 brand Sponsor and/or media Sponsee consumer fan platform <ul><li>Interaction </li></ul><ul><li>Value creation </li></ul><ul><li>Continuous experience </li></ul>
  14. 14. Bring in the brands <ul><li>Sport = experience </li></ul><ul><li>The experience revolution </li></ul><ul><li>Bring in the brands </li></ul><ul><li>I’ve seen the future </li></ul><ul><li>Discussion </li></ul>
  15. 15. The future is now: iPhone <ul><li>Nikeplus </li></ul><ul><li>iGolf </li></ul><ul><li>Vancouver 2010 </li></ul><ul><li>Trailguru </li></ul><ul><li>Sportstap </li></ul><ul><li>More in general </li></ul><ul><li>Buienradar (!) </li></ul><ul><li>Facebook </li></ul><ul><li>Mobypicture </li></ul>
  16. 16. The future is now: Nikeplus
  17. 17. The future is now: Castrol Index
  18. 18. The future is now: running 2.0
  19. 19. Bring in the brands <ul><li>Sport = experience </li></ul><ul><li>The experience revolution </li></ul><ul><li>Bring in the brands </li></ul><ul><li>I’ve seen the future </li></ul><ul><li>Discussion </li></ul>
  20. 20. Discussion <ul><li>Some food for thought: </li></ul><ul><li>Privacy </li></ul><ul><li>Anti-doping </li></ul><ul><li>Rights management </li></ul><ul><li>Who leads the way </li></ul><ul><li>Institutions & the Long Tail </li></ul>
  21. 21. About me Gijsbregt Brouwer www.brightguys.nl www.linkedin.com/in/gijsbregt www.marketingfacts.nl/pages/bloggers/#Gijsbregt%20Brouwer
  22. 22. Discussion

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