Ubiquitous IT
Transforming the fan experience, player performance
and the business of baseball
Bill Schlough – Senior Vice...
THE SAN FRANCISCO GIANTS: A BRIEF HISTORY
Founded in 1883 as the New York Gothams, renamed “Giants” in 1885
Five World Ser...
AT&T PARK: A NEW ERA OF GIANTS BASEBALL
In 1992, Giants owner Bob Lurie signed an agreement to relocate the team to Tampa,...
OUR MISSION

San Francisco Giants Official Mission Statement
The San Francisco Giants are dedicated
to enriching our commu...
LEVERAGING TECHNOLOGY TO ACHIEVE THE MISSION
THREE PRIMARY AREAS OF FOCUS

FANS

BUSINESS

PLAYERS
FANS
MOBILITY – IN THE BEGINNING
In 2004, AT&T Park became the first Wi-Fi hotspot in professional sports
The ballpark Wi-...
FANS
MOBILITY – TODAY
The ballpark Wi-Fi network is powered by 121 931 access points
The Wi-Fi network services HP iPaq an...
FANS
HOW ARE THEY USING THEIR MOBILE DEVICES?
Downloading stuff (305 GB/game)
Uploading stuff (166 GB/game)
Texting
Tweeti...
FANS
HOW ARE THEY USING THEIR MOBILE DEVICES?
Using MLB At Bat & At the Ballpark apps
– Checking in
– Listening to the bro...
FANS
2012 ALL-STAR BALLOT
UPDATE:
JUNE 26TH
Pos

Giant

Rank

Votes

FINAL TALLY:
JUNE 28TH
Rank

Votes

C

Buster Posey

...
FANS: 2012 ALL-STAR VOTE
THE REACTION
FANS: 2012 ALL-STAR VOTE
THE RESULT
FANS: 2012 ALL-STAR VOTE
THE CORONATION
FANS: 2012 ALL-STAR VOTE
THE CULMINATION
FANS
A QUICK RECAP
BUSINESS
PRICING INNOVATION
Ticket sales are priority #1 for MLB teams, generally accounting for 30-70% of local revenues
...
“ONE SIZE FITS ALL” PRICING
VARIABLE PRICING
DYNAMIC PRICING
PLAYERS
FROM PITCH TRACKING TO HIT TRACKING TO ???
In 2007, Sportvision launched PITCH f/x at all 30 MLB ballparks to trac...
PLAYERS
PLAYER TRACKING – THE NEXT FRONTIER
For the first time since baseball statistics have been kept — we are talking 1...
PLAYERS
BIG DATA = COMPETITIVE ADVANTAGE?
FIELD f/x Data Overview
– 9 defensive players, batter, up to 3 baserunners, 4 um...
Ubiquitous IT
Transforming the fan experience, player performance
and the business of baseball
Bill Schlough – Senior Vice...
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Visionary Keynote by Bill Schlough of the San Francisco Giants | December 17, 2013 | Federal Cloud Computing Summit

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Bill Schlough, Senior VP and CIO of the 2012 World Champion San Francisco Giants, gave the visionary keynote at the Federal Cloud Computing Summit on Dec. 17, 2013 at the Ronald Reagan Building in Washington, D.C.

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Visionary Keynote by Bill Schlough of the San Francisco Giants | December 17, 2013 | Federal Cloud Computing Summit

  1. 1. Ubiquitous IT Transforming the fan experience, player performance and the business of baseball Bill Schlough – Senior Vice President & CIO, San Francisco Giants December 17, 2013
  2. 2. THE SAN FRANCISCO GIANTS: A BRIEF HISTORY Founded in 1883 as the New York Gothams, renamed “Giants” in 1885 Five World Series titles in New York – 1905, 1921, 1932, 1933, 1954 Moved to San Francisco in 1958 Five NL pennants and two World Series titles in San Francisco – 1962, 1989, 2002, 2010, 2012 20 Giants (5 SF Giants) in Baseball Hall of Fame: – Orlando Cepeda (1958-66) – Juan Marichal (1960-73) – Willie Mays (1951-52, 1954-72) – Willie McCovey (1959-73, 1977-80) – Gaylord Perry (1962-71)
  3. 3. AT&T PARK: A NEW ERA OF GIANTS BASEBALL In 1992, Giants owner Bob Lurie signed an agreement to relocate the team to Tampa, FL New ownership group led by Peter Magowan stepped in to rescue the franchise; first move was to sign two-time MVP Barry Bonds In 1997, after several failed attempts to secure public funding, the Giants finally broke ground on a new ballpark – Total cost $320 million – First privately financed MLB ballpark since Dodger Stadium (1962) – $50 million naming rights deal with Pacific Bell (now AT&T) instrumental in financing construction
  4. 4. OUR MISSION San Francisco Giants Official Mission Statement The San Francisco Giants are dedicated to enriching our community through innovation and excellence on and off the field. San Francisco Giants “Unofficial” Mission Statement WIN THE WORLD SERIES EVERY YEAR 2010 & 2012: MISSION ACCOMPLISHED!
  5. 5. LEVERAGING TECHNOLOGY TO ACHIEVE THE MISSION THREE PRIMARY AREAS OF FOCUS FANS BUSINESS PLAYERS
  6. 6. FANS MOBILITY – IN THE BEGINNING In 2004, AT&T Park became the first Wi-Fi hotspot in professional sports The ballpark Wi-Fi network is powered by 121 access points The Wi-Fi network services laptops, HP iPaq and Palm Tungsten/Zire PDAs At a typical Giants game, 94 fans (0.3%) leverage the Wi-Fi network Digital Dugout features “Food Finder” and “Wi-Fi Replay”
  7. 7. FANS MOBILITY – TODAY The ballpark Wi-Fi network is powered by 121 931 access points The Wi-Fi network services HP iPaq and Palm Tungsten/Zire PDAs, tablets, gaming devices, iOS/Android/Windows Mobile smartphones and laptops At a typical Giants game, 94 10,619 fans (0.3% 30.2%) leverage the Wi-Fi network AT&T Park Per-Capita WiFi Data Traffic (MB) AT&T Park Per-Capita WiFi Usage (Take Rate) 2011-2013 2004-2013 40.0 40.0% 30.0% 30.0% 20.0% 16.6% 10.2% 10.0% 0.0% 30.2% 0.3% 0.3% 0.5% 0.7% 1.7% 5.0% 2004 2005 2006 2007 2008 2009 2010 2011 2012 2013 29.1 30.0 20.0 15.9 12.8 10.0 0.0 2011 2012 2013
  8. 8. FANS HOW ARE THEY USING THEIR MOBILE DEVICES? Downloading stuff (305 GB/game) Uploading stuff (166 GB/game) Texting Tweeting Facebooking Instagramming
  9. 9. FANS HOW ARE THEY USING THEIR MOBILE DEVICES? Using MLB At Bat & At the Ballpark apps – Checking in – Listening to the broadcast – Watching video – Tracking the game – Reviewing statistics – Checking scores – Buying tickets – Voting!
  10. 10. FANS 2012 ALL-STAR BALLOT UPDATE: JUNE 26TH Pos Giant Rank Votes FINAL TALLY: JUNE 28TH Rank Votes C Buster Posey 1 3,335,982 1 7,621,370 1B Brandon Belt 4 1,291,982 2 3,912,945 2B Freddy Sanchez - ??? 4 2,289,147 3B Pablo Sandoval 2 2,223,269 1 5,743,542 SS Brandon Crawford 5 1,298,704 2 3,666,897 OF Melky Cabrera 4 3,045,884 1 7,521,784 OF Angel Pagan 8 1,613,948 5 4,540,370 OF Aubrey Huff - ??? 14 1,913,528
  11. 11. FANS: 2012 ALL-STAR VOTE THE REACTION
  12. 12. FANS: 2012 ALL-STAR VOTE THE RESULT
  13. 13. FANS: 2012 ALL-STAR VOTE THE CORONATION
  14. 14. FANS: 2012 ALL-STAR VOTE THE CULMINATION
  15. 15. FANS A QUICK RECAP
  16. 16. BUSINESS PRICING INNOVATION Ticket sales are priority #1 for MLB teams, generally accounting for 30-70% of local revenues In 2000, the Giants were the first team to embrace the secondary market online, launching the “Double Play Ticket Window” Today, pricing innovation is revolutionizing our industry THREE EXAMPLES 1) “One Size Fits All” Pricing 2) Variable Pricing 3) Dynamic Pricing
  17. 17. “ONE SIZE FITS ALL” PRICING
  18. 18. VARIABLE PRICING
  19. 19. DYNAMIC PRICING
  20. 20. PLAYERS FROM PITCH TRACKING TO HIT TRACKING TO ??? In 2007, Sportvision launched PITCH f/x at all 30 MLB ballparks to track the precise trajectory of every pitch Today, Sportvision and the Giants are moving beyond pitch tracking to change the way teams define player performance with FIELD f/x
  21. 21. PLAYERS PLAYER TRACKING – THE NEXT FRONTIER For the first time since baseball statistics have been kept — we are talking 150 years — baseball statisticians will soon have objective data on how quickly fielders react to balls in play, how fast they get to the ball, and the accuracy and location of their throws. – “For the Love of the Technology, the Bay Area Is Reinventing Baseball (Again)”, NY Times, April 26, 2012
  22. 22. PLAYERS BIG DATA = COMPETITIVE ADVANTAGE? FIELD f/x Data Overview – 9 defensive players, batter, up to 3 baserunners, 4 umpires, ball (15-18 total points of interest) – Two cameras, capturing X/Y coordinates 20 times per second – 20 minutes of action/game – 30 teams – 81 home games/team Nearly one billion data points captured per major league season—but is that even a big enough sample size? The Giants are engaging big data experts and cloud-based storage to transform this data into new performance metrics that could give the team an edge on the field
  23. 23. Ubiquitous IT Transforming the fan experience, player performance and the business of baseball Bill Schlough – Senior Vice President & CIO, San Francisco Giants December 17, 2013

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