Sport, teknologi og mobile medier. Præsentation fra Jakob Jønck, Endomondo (DK)

1. Sport, technology and mobile media
April 2, 2009

2. 1 A strong focus on looks, sex and health in an ever more ego Men
focused society shifts people towards individual sports Women
Share of Danish adults doing sports regularly
Per cent
1964 1975 1987 1993 1998 2007
Top 15 sport activities among adults
Per cent
Walking
Running
Fitness
Gymnastics
Aerobic
Swimming
Cycling
Soccer
Badminton
Spinning
Dancing
Golf
Bowling
Fishing
Note: People not doing sports claim lack of time as the primary cause for not being active.
1
The higher the education, the more active you are
Source: The Danes’ Sports Habits 2007

3. 2 Mobile phones will be the most important media platform of our time
Mobile vs. TV penetration by region 2000-2008
G7
CIS
Mideast
% TV penetration
East Asia
South Asia
Africa
• Mobile
penetration
happens at a lot
faster rate than
TV ever did
• In some parts of
the world, mobile
% mobile penetration
penetration has
Global internet ad revenues 2007-2011
already
surpassed TV
Mobile
• Mobile internet ad
internet
revenue is
Standard growing rapidly
internet
$USD Billion
Source: The promise of ubiquity; Portio research

4. 3 Virtual communities are all over the place.... (1/2)
Community landscape
100+
50-100
The value
Size, million users
is in the
vertical
25-50
10-25
Friends Dating Cultural Gaming Sports Virtual Profes-
& videos life sional
Primary focus
Note: Nike+ really doesn’t belong on this list, as their user uptake is too low
Source: Press and general internet search

5. 3 ..and they offer real value to their users (2/2)
Consumer value add
Facebook
• Makes it easy to stay in touch and keep
yourself updated on especially your
casual contacts by congregating data
Flickr
• Makes it easy to share
Common denominator
photos/experiences with the world
Fundamentally, they
provide a services that
get better the more
YouTube
people that use them
• Makes it easy to video broadcast your
life and share it with the world
Twitter
• Makes it easy to follow people’s status
updates and see what’s happening out
there, right now
Source: The web; The Economist; BusinessWeek

6. Key levers for building virtual communities
General
• Build from local to international, not the other way around
• Shareability rocks
• Seamless integration between web and device
• Verticality rules
• Give them a hit single
Specific for sports communities
• No distinction between the participator and the spectator
• Standard disciplines are transforming into personalized activities
• Forget the sport only focus - it’s all connected
Source: The web; BusinessWeek;

7. Looking at virtual sports communities, major brands are tapping into the
trend, but the top down approach will not make it in the community world
• Shoe sensor connected to arm band or iPod nano
• Running
• Global competitions are a key feature
• Community for Garmin products
• All sports
• Extensive analysis of own data is a key feature
• GPS tracker for Nokia phones
• All sports
• Sharing of tracks is a key element
• Shoe and pulse sensor connected to Adidas/Samsung phone
• Running
• Personal tracking and coaching are primary features

8. So where is the value?
Relevant for
mobile services
• Flexible
• Easy to use
Users/Customers
• Cheap
• Interesting customer segment
• Marketing channel
Sports brands
• Maybe even enhance their product
• Motivator for employees
• Assurance companies
Health industry
• Data traffic
• Customer retention
Telcos

9. How do you monetize virtual sports communities?
Pay Freemium Offer it for free
Give them
There’s no such Freebies rule the online
thing as a free lunch, you hit single world - give them what
it’s a product - sell it! and profit on they want and monetize
the record later
Source: Business week

10. Endomondo makes it much more fun to be active!

11. Our concept creates an interplay between virtual networks and real life
social interaction by using the mobile phone as the key device
Start Endomondo on your
2
mobile while you exercise.
Your workout data is auto-
Sign-up at
1 matically uploaded live while
www.endomondo.com and
you exercise
download the Endotracker to
your mobile
While you are out there, friends can
3
follow you online. Afterwards, you
can log in to your personal profile
and view the track, speed profile etc.

12. Endomondo solves the basic needs for the users and makes social what
used to be individual
The Endomondo user... Endomondo make...
• Would like to be more The individual more
active motivated to be active,...
• Flexibility is an ... through user-generated
In sum, the
important factor when competitions and
essence is that
choosing sport interactions with his
Endomondo lets
network in connection with
• Demand of social you do something
the sport...
interaction in
together that before
connection with sport ...and additionally, the user
you were doing on
can broadcast his
• ”Bragging” about level your own
performance through
of physical activity or
amongst other things the
just showing results to
live map in connection to
others
events

13. So does it work? Yes, it does
Physical activity per week, hours RESULTS FROM PILOT
120 employees at The Copenhagen Municipality had access to Endomondo for three months
Both active and inactive participants increased physical activity level - inactive by factor 2,5
Before the project Throughout the project Change
+28%
+13%
+148%
+25%
+30%
Note: Based on a project with The Copenhagen Municipality in fall, 2008.