Maximizing ROI on sporting events through effective utilization of IT

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With the reach of sporting events expanding across the globe and every household,ensuring their smooth functioning and generating optimal return has become a challenging task. The CXOs of the sporting bodies have a tough time taking decisions covering multiple prongs of the event, such as athlete management, ticketing,volunteer management, transport, and stadium management,…to name a few. A comprehensive and foolproof sport solution to manage all of these areas and a consolidated view of the metrics is the need of the hour.

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Maximizing ROI on sporting events through effective utilization of IT

  1. 1. White Paper Maximizing ROI on sporting events through effective utilization of IT About the Author Introduction With the reach of sporting events expanding across the globe and every household, ensuring their smooth functioning and generating optimal return has become a challenging task. The CXOs of the sporting bodies have a tough time taking decisions covering multiple prongs of the event, such as athlete management, ticketing, volunteer management, transport, and stadium management,…to name a few. A comprehensive and foolproof sport solution to manage all of these areas and a consolidated view of the metrics is the need of the hour. Dilbagh Gill is Head of Sport Business at Mahindra Satyam and spearheads the FIFA Technology forms a very crucial part of the whole process involved in managing relationship for the entire IT solution development and deployment for the 2010 FIFA and conducting a sporting event. Technology stitches this together to enhance the World Cup South Africa. Besides this Dilbagh is efficiency of a CXO. developing the Sport Technology Practice with a world class team of consultants serving Reducing Operating Costs customers and events of various scale across all geographies. He is currently based out of Boston. Executive Issues Business Blueprint Mahindra Satyam Offering He can be contacted at • How can I Business Capability: • Consulting IT • Knowledge Dilbagh_Gill@mahindrasatyam.com leverage • Paperless integration Strategy Management technology to of fan databases and • ERP • Business integrate all the all transactions Transformation processes and taking place within • Network Integration functions within an arena Data Warehousing • Web development my arena? • Ability to gather and • CRM • Web publishing • How can I make store information • SCM more efficient about fan spending • Digital Media the process of • Integrated Management transmitting applications for Framework data about an handling all aspects event in • Knowledge of event operations Management progress? IT Capability: • Statistics • How can I • Integration of all remove costs applications within • Digital Library from event an arena • Printing Systems operations? • Central database of fan information, accessible by multiple systems (e.g. ticketing, web eCommerce, kiosks,) • Collaborative applications, mobility solutions Inside the issue Introduction .................................................................................................................................................. 1 Reducing Operating Costs ............................................................................................................................. 1 Brand Positioning .......................................................................................................................................... 2 Encashing the power of Web ........................................................................................................................ 3 Leveraging assets for developing a fan base .................................................................................................. 3 Summary ...................................................................................................................................................... 4 1
  2. 2. White Paper Any sporting event across the world has huge investments in terms of money and effort. Currently, areas such as transport management, stadium management, volunteer management make up a major chunk of the spending pie. The CXOs of the sporting bodies are always looking at ways to reduce the operating costs by the use of technology or smart applications. They are always looking for ways to reduce the total cost involved in event operations. Smart and integrated sport solutions bringing together the costly areas such as accreditation system, volunteer management, material and space management, transportation systems and hospitality systems will hugely reduce the operating costs with very minimal investments (compared to the returns). An Integrated Sport Solution (ISS) can also help achieve paperless integration of fan databases and all the transactions taking place within a sport arena. The ability to gather and store information about fan spending is intelligent pieces of data which can help the sport companies develop integrated processes and functions This point-of-view summarizes within the specific sport arena. the issues faced by the CXO of a Brand Positioning sporting body and the Executive Issues Business Blueprint Mahindra Satyam Offering technological solution for the • How shall I extend Business Capability: • Brand Strategy • Consulting same. my brand • Integrated brand Consulting • Web Strategy • Should The ROI extension strategy • Web applications and from Web • Understanding and services Implementation Investment be customers • CRM • E-Commerce sought in the form of expectations from Applications cash revenue or the brand • Hosting brand extension • Smart Stadium • Web traffic • Collaboratively tracking • How to enhance the manage • Collaboration value of the transactions of the Tools • Web federation member Development • How can I enable associations • Web Publishing new ways for fans to tools express their affinity IT Capability: for my team/sport? • Wide Area Network • How must I position • Central data my sport or team repository for fan image in order to information fulfill the preferences and needs of younger fans? As the global economies are becoming more and more dynamic, consumers are empowered with more power to spend. This means consumers do not buy a product because they like it; they buy it because they see a promise being delivered. Expressing or selling the promise is achieved only through a trusted brand. When it comes to a sporting event, developing a trusted brand and loyal fan base is very crucial for the success of the event. How shall I extend my brand? Should the ROI from Web investment be sought in the form of cash revenue or brand extension? How can I enable new ways for fans to express their affinity for my team/sport? How must I position my sport or team image to fulfill the preferences and needs of younger fans? The above concerns have created the demand for a new way of developing and deploying applications for sports companies that would allow standard event management services to be commissioned on time using minimal set of resources. 2
  3. 3. White Paper Encashing the power of Web Executive Issues Business Blueprint Mahindra Satyam Offering • What combination of Business Capability: • Consulting • Web Strategy commerce, • Deliver real time • Net Commerce and community, and statistics Implementation content will • E-business • Enable subscription services • E-Commerce comprise my web business models Applications strategy? • Hosting • Video highlights • Web traffic • How can I leverage • CRM tracking the web for IT Capability: incremental new • Incorporate e- • Web revenue streams? Commerce into Development • How do I attract legacy transaction • Web Publishing more fans to my web capabilities, tools site? connect web site to legacy systems • How can I create synergy between my • Site scalability branded site and the • Mechanism/ manufacturers/ resources for An Integrated Sport Solution sponsors who wish to regularly refreshing sell to my fan base? or re-launching site (ISS) can help achieve paperless • How should I meld integration of fan databases and my b2b and b2c initiatives? all the transactions taking place within a sport arena. Technology solutions such as smart web application, collaboration tools, e-commerce applications, a robust CRM, and web traffic analysis will not only help create better user experience, but also help in analyzing fan base. The Internet is so powerful a tool that it can increase the ROI on technology by multifold, if used in a logical manner. Web applications can be leveraged to develop incremental revenue streams. Imagine the fans receiving real-time statistics on the sport event website free of cost and then engaging the fan to buy a photograph of a famous sport legend by paying a nominal fee. A website with features such as LIVE updates from the match, mechanisms to refresh the site data dynamically to present a bouquet of statistics to the fan base enables new ways of increasing ROI on technology. Leveraging assets for developing a fan base Executive Issues Business Blueprint Mahindra Satyam Offering • How do I develop Business Capability: • Consulting • Knowledge more intimacy with • Flexibility to offer • Business Management my customers (fans)? new products and Intelligence • Business • How can I use services to fans Transformation • Network technology to make a • More ways to integration • Web stadium visit an convey real time development exciting and friendly information to fans • Data warehousing place? • CRM • Web publishing IT Capability: • How can I better • Repository of • Access Control acquire customer statistics • Smart Cards data and use it effectively to market • Kiosks to fans during • Arena technology events? 3
  4. 4. White Paper Any sporting event in this world comes with lots of data, statistics and a very strong fan following of the players. Fans love numbers, facts, memorabilia, pictures, and videos. They love to feast themselves with statistics and percentages, rare match photographs of their favorite players. The best place for a sport fan for procuring all this information is through the respective sporting body. But how? Technology has made information sharing very easy, but it can only happen if the information is handled in a smart way. Efficient and smartly managed digital repositories of the information available with the sporting bodies can help create a wealth of information for a sporting fan. A central repository of information also helps develop strategies to reach out to wider fan base, while giving flexibility to formulate strategies for new products and services to the fan base. Most importantly, creating smart applications with valuable assets (data, picture, videos) also help create segmented market plans and deliver a value-add to the fan when he visits the stadium for the match. The internet is so powerful a tool Summary that it can increase the ROI on technology by multifold, if used Event Management in a logical manner. Hardware / So ware/ Accredita on Back Office HR, e-mail systems, Stat Analysis Financial and Accoun ng Schedules Player Contracts & Sta s cs Coaching Dra Player Management Scou ng Development Kiosks Acquisi on BPO Services Games Business Management Intelligence Systems Web Applica ons & Central Collabora on Media Repor ng Tickets Services Database Scoring E-commerce Content CIS Facili es Management Video Data Feed Ticke ng Web Feeds Digital Library Venue Services Repurposing Cabling Coaching Tools Archival Network Management Retrieval Indexing License Management Royalty Management It largely remains expensive to maintain bespoke applications for managing each event within the sports arena. The time is ripe for consolidating and integrating of the sporting process and functions and start offering them as “Integrated Sport Solution”. The current breed of technologies such as cloud computing allow us migrate easily to this new model and realize the benefits of centralization. The new delivery model translates to huge cost savings for each client along with other benefits such as smart stadia, better management of digital media, and efficient 4
  5. 5. White Paper usage of assets to deliver business value. With this model, clients can now focus on their core business processes rather than having to spend time looking at ways to manage the technology landscape. Mahindra Satyam is uniquely positioned to exploit the alternative delivery model Mahindra Satyam is one of the named “Integrated Sport Solution”. We have positioned ourselves as a provider of leading information and the requisite Integrated Sport Solution (ISS) and it is backed by many years of expertise. communication technology companies that can help the As part of the brand positioning module of the Integrated Sport Solution, Mahindra Satyam offers brand strategy consulting and helps the companies create an integrated sporting body with media asset brand extension strategy which will help in understanding customer expectations management, digital library from the brand. It also has the capability to develop dynamic e-commerce services, e-content services and applications connecting the legacy systems. digital media distribution Mahindra Satyam is one of the leading information and communication technology services. companies that can help the sporting body with media asset management, digital library services, e-content services and digital media distribution services. The company has the much-needed consulting expertise in dynamic and bespoke web- based applications. Moreover, Mahindra Satyam would remain committed to its vision of creating more value for its customers using this new model. For further information please write to rfi@mahindrasatyam.com www.mahindrasatyam.com 5

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