The Rise of iBeacon
and Proximity
Technology in Sports
Trend Report
August 2014
By Steve Cobb and Staff
Copyright 2014 Has...
The Rise of iBeacon and Proximity Technology in Sports August 2014 Trend Report
HashtagSports.com 2
Hashtag Sports Trend R...
August 2014 Trend Report The Rise of iBeacon and Proximity Technology in Sports
3 @Hashtag_Sports
On Thursday, July 14, 20...
August 2014 Trend Report The Rise of iBeacon and Proximity Technology in Sports
4 @Hashtag_Sports
Executive Summary
The re...
The Rise of iBeacon and Proximity Technology in Sports August 2014 Trend Report
HashtagSports.com 5
Table of Contents
#Spo...
The Rise of iBeacon and Proximity Technology in Sports August 2014 Trend Report
HashtagSports.com 39
About Hashtag Sports
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The Rise of iBeacon and Proximity Technology in Sports

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Full report available for purchase at http://hashtagsports.com/reports

Dive into the rapidly evolving state of personalized mobile promotions, advertising, and commerce through proximity beacons.

“The Rise of iBeacon and Proximity Technology in Sports” is the first installment of our new series of reports that will get you up to speed on specific trends in the fast-paced landscape of sports, social media, and technology.

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The Rise of iBeacon and Proximity Technology in Sports

  1. 1. The Rise of iBeacon and Proximity Technology in Sports Trend Report August 2014 By Steve Cobb and Staff Copyright 2014 Hashtag SportsTM www.hashtagsports.com @Hashtag_Sports This report covers the intersection of beacon technology and sports including insights and key takeaways from #SportsConf: Beacon 2014.
  2. 2. The Rise of iBeacon and Proximity Technology in Sports August 2014 Trend Report HashtagSports.com 2 Hashtag Sports Trend Reports “The Rise of iBeacon and Proximity Technology in Sports” is the first installment of our new series of reports that will get you up to speed on specific trends in the fast-paced landscape of sports, social media, and technology. These will provide insights, analysis, examples, context, and predictions to help you stay informed and make decisions. To access additional information and future reports from Hashtag Sports, please visit us at HashtagSports.com/reports. For any questions, comments, or general inquiries, email reports@hashtagsports.com. Copyright and Legal Disclaimer © 2014 Hashtag Sports™ All rights reserved. No part of this publication may be reproduced, stored in a retrieval system, or transmitted in any form or by any means, electronic, mechanical, photocopying, recording or otherwise without the permission of the copyright owner. The information contained in this publication is believed to be correct at the time of going to press. While care has been taken to ensure that the information is accurate, the publishers can accept no responsibility for any errors or omissions or for changes to the details given. Readers are cautioned that forward-looking statements including forecasts are not guarantees of future performance or results and involve risks and uncertainties that cannot be predicted or quantified and, consequently, the actual performance of companies mentioned in this report and the industry as a whole may differ materially from those expressed or implied by such forward-looking statements. _____ Contributors: Steve Cobb and Staff Published by Hashtag Sports Hashtag Sports is a d/b/a trade name of Activ8Social, LLC, the owner of all intellectual property and currently pending trademarks.
  3. 3. August 2014 Trend Report The Rise of iBeacon and Proximity Technology in Sports 3 @Hashtag_Sports On Thursday, July 14, 2014, Hashtag Sports gathered over 20 mobile marketing experts from leading teams, leagues, brands, agencies, and beacon startups to share early insights and experiences with proximity technology at the #SportsConf: Beacon virtual conference. This was the first event to address the unique opportunities and challenges that this game-changing technology presents to our industry. This trend report highlights key takeaways and quotes from the 5+ hours of educational video that include insightful audience Q&A sessions on beacon topics and case studies. Introduction Anthony Caponiti - Co-Founder, Hashtag Sports Using Proximity Beacons to Boost Fan Engagement Marc Wallace - CEO & Founder, Radius Networks Steve Alleva - Exec. Dir of Ticket Ops, Georgetown Athletics Derek Shewmon - Director, OneUp Sports Winning Sports Fans’ Mobile Moments Inside & Outside the Stadium Matt Restivo - Director of Product, NHL Brent Hieggelke - CMO, Urban Airship Beacon + Basketball: Redefining the Fan Experience Through Proximity Awareness Kevin Cote - Sr. Director of Digital, Golden State Warriors Alex Bell - CEO & Founder, Sonic Notify The Business of Beacon Panel: Sponsorship Activation Opportunities Steve Cobb - Co-Founder, Hashtag Sports Abel Cuskelly - Co-Founder, Pogoseat William Corbin - Senior VP of Digital, Octagon Leveraging Beacon to Create Unforgettable VIP Experiences in Sports & Retail Craig Crawford - Head of Retail Strategy, Proximity Insight Steven Orell - Co-Founder, Proximity Insight First Things First: The Importance of Securing Data and Ensuring Privacy Danny Newman - CEO & Founder, ROXIMITY Chip Foley - VP of Technology, Barclays Center Gimbal Panel: Enhancing the In-Venue Fan Experience through Location Awareness Kevin Hunter - COO, Gimbal Steve Reese - CIO & VP, Phoenix Suns Priya Narasimhan - CEO & Founder, YinzCam Tom Andrus - SVP & GM of AXS.com, AEG Enterprise Beacon Deployment: Digitizing Faberge’s Massive NYC Easter Egg Hunt Justin Vandehey - VP of Partnerships, Nomi Closing Remarks Steve Cobb - Co-Founder, Hashtag Sports If you are interested in purchasing an on-demand pass to view the #SportsConf: Beacon videos, please contact reports@hashtagsports.com. Conference Agenda
  4. 4. August 2014 Trend Report The Rise of iBeacon and Proximity Technology in Sports 4 @Hashtag_Sports Executive Summary The recent introduction of iBeacon and mobile proximity technology is revolutionizing how sports retailers, properties, and sponsors communicate with and learn about their customers. The ability to accurately pinpoint indoor location and deliver customized content opens the door to an entirely new breed of context-aware applications. The concept of beacons is relatively straightforward, yet packs a tremendous amount of potential. Beacons are a Bluetooth Low Energy (BLE) peripheral. To put it simply, they are localized positioning systems that work indoors and outdoors. While use cases extend into retail, restaurants, museums, travel, banks, healthcare, hotels, and security, this report will focus on the sports industry. In particular, the impact of beacons on the fan experience both in-venue and beyond with a look at the ecosystem that includes teams, leagues, events, sponsors, agencies, and vendors. The advantages of beacon technology to marketers are eye opening. By tracking a fan’s location and journey throughout a venue or store, brands can provide timely content and relevant notifications to mobile devices, deliver indoor mapping and navigation, allow for seamless mobile payments, and gather data to help effectively target future promotions. Fans, in turn, benefit from receiving real-time push notifications that are both useful and convenient. Proximity-based programs will generate new revenue opportunities in the form of impulse purchases and sponsor integration. Over time, sports properties will also collect more contextually relevant customer relationship marketing (CRM) data that will allow for more accurately retargeted promotions and advertising. In closing, rest assured, that you are not late to the game. Rather, it’s just getting started. Taking the necessary steps to pilot beacons now will arm you with valuable experience and data for when this technology is ready to scale—and that time looks as if it is arriving in the not-so-distant future. “Taking the necessary steps to pilot beacons now will arm you with valuable experience and data for when this technology is ready to scale—and that time looks as if it is arriving in the not-so-distant future.”
  5. 5. The Rise of iBeacon and Proximity Technology in Sports August 2014 Trend Report HashtagSports.com 5 Table of Contents #SportsConf: Beacon . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 3 Executive Summary . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 4 Beacon 101 . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 5 Introduction . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 7 BLE and the Birth of iBeacon . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 8 Retailers Flock to iBeacon . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 8 Privacy Concerns . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 10 Barriers to Adoption . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .10 Beacon and Sports: A Perfect Match . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 11 Enhanced Fan Experience . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .13 Personalization through Proximity . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .14 Connected Stadium and Beyond . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 14 Value-Added Engagement . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .16 Customer Service . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 16 Traffic Insights . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .17 Sponsorship Opportunities . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 18 Inventory Abound . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .19 Value-Added Activation . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 20 Consumer Insight and ROI . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 21 Deployment Strategy . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 22 Goals and Environment . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .22 Education is Key . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .23 Mobile Strategy . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 23 Budgeting and Vendor Selection . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 25 Security Measures . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .25 Case Studies . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .27 Major League Baseball . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 27 Georgetown Men’s Basketball . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 28 Golden State Warriors . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .30 Fabergé . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .32 Looking to the Future . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 34 Endnotes . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .37 About Hashtag Sports . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .39 Companies Included: adidas, AEG, Apple, Barclays Center, BBVA Compass, BMW, Chicago White Sox, Coca-Cola, Estimote, Facebook, Gimbal, Google, Jamba Juice, LA Kings, Miami Dolphins, NFL, NHL, Nomi, Octagon, OneUp Sports, Phoenix Suns, Pogoseat, Proximity Insight, Radius Networks, ROXIMITY, San Francisco Giants, Sonic Notify, Urban Airship, Wasserman, WillowTree Apps, YinzCam
  6. 6. The Rise of iBeacon and Proximity Technology in Sports August 2014 Trend Report HashtagSports.com 39 About Hashtag Sports Hashtag Sports™ is a media and business intelligence company focused on the intersection of sports, social media, and technology. Sports decision makers from around the world rely on us to provide highly curated news and insights through digital media, trend reports, and thought leadership events. Subscribe to #SportsDaily, the most widely distributed daily email newsletter in the industry covering sports, social, and tech. Connect with Hashtag Sports To access additional information and future reports from Hashtag Sports, please visit us at HashtagSports.com/reports For any questions, comments, or general inquiries, email reports@hashtagsports.com. Follow us on social media: @Hashtag_Sports on Twitter HashtagSports on Google+ Hashtag Sports on YouTube Hashtag Sports group on LinkedIn

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