mobilefor the sports industry
an opportunity
anthony harrison
digital marketing manager - cricket victoria
about
about
• Cricket Victoria
  • Manages the game of Cricket in Victoria
• Victorian Bushrangers
  • In the last 5 years appea...
what is mobile?
what is mobile?
• Technology in mobile environments
• Historical limitations
  • Bandwidth
  • Power
  • Interface
why mobile?
why mobile?
• In Australia:
  • Mobile market penetration -115%
  • Compared to Internet penetration - 80%
why mobile?
• Global Smartphone market
 • Sales to double in the next 4 years
• Australian Smartphone market
 • 149% growt...
why mobile?
• Smartphone sales to overtake PC sales in
  2011
• By 2011 Australia will have 25 million mobile
  subscribers
“
by 2011, over 85 percent of handsets shipped
globally will include some form of browser”
                               ...
“
based on the current rate of change and
adoption, the mobile web will be bigger than
desktop web by 2015”
              ...
“
3% of smartphone owners in the USA use their
phone for voice communication”
                               Nielsen - Mar...
the options
the options
• Mobile Web vs Native App
the options
• Mobile Web
 • HTML5 + Javascript
 • Accessed via URL in browser
• Native App
 • Objective C, Java etc.
 • Di...
the options
• Reasons for Native Apps
 • performance
 • offline
 • discoverability
 • device attributes
 • financial
the options
• Examples from Australian organisations
    • ABC
    • Virgin Blue
    • The Age
    • Firemint
the options
• Virgin Blue
  • Launched April 2010
  • Check-in (SYD, MEL, BNE)
  • Guides and information
the options
• The Age
 • 320,000 visitors a month
 • 5+ minutes session duration
 • Average users spends
   19 minutes a m...
the options
• ABC
 • 700,000 downloads in
   Australia
 • 35% of Australians with an
   iPhone
 • Great app = success
the options
• Firemint
  • Small Melbourne based
    company
  • Top 10 in iTunes App Store
    globally for over a year
 ...
the options
• What the users say
   • April 2010 Smartphone users:
     • 78% accessed their browser
     • 80% used appli...
casebushrangers
victorian
          study
case study
• Audience
case study
• Consumer demographic
       Gender            Age


                         20%




        77%
            ...
case study
• Research from social media activity at
  domestic Twenty20
  • High level of mobile based activity
  • Survey...
case study
case study
case study
case study
case study
• Alignment with our strategic plan
  • Bushranger brand and top three stars to be
    widely recognised and re...
case study
• ‘Editorial’ application
  • ‘Digital’ program guide for Sheffield Shield
    final
  • Focused to cricket enthu...
case study
• Presented as an initial step
  • To understand opportunity in mobile
    environment
• Had to overcome some s...
case study
• Limited timeframe
• Launch in time for Shield Final
  • 3 week development time
  • 1 week Apple approval pro...
case study
• Results
 • 35% + of Bushranger content requests
   came from iPhone
 • Media exposure
 • Player/team awarenes...
best practice
best practice
• Mobile is not a small desktop
• Mobile is not a ‘light’ website
• Mobile is its own thing with its own str...
best practice
• Know your customer
 • Context
 • Goals
 • Actions
opportunities
opportunities
• At home
• At match
• At work
• Complement other mediums
• Fit into daily life
opportunities
• Ask you customers/fans/supporters
• Look and listen to the trends
• Don’t be afraid to start small
wrap-up
wrap-up
• Questions?

• Connect on Twitter
 • @dontgochanging
• Presentation and references available on
  SlideShare

  •...
thank you
• See you here at
  the MCG for the
  KFC Twenty20
  Big Bash

  January 2
  January 22
  January 28
Mobile: an oppotunity for sport - Digital Sport Summit - #DSS10 - July 7 - Presentation
Mobile: an oppotunity for sport - Digital Sport Summit - #DSS10 - July 7 - Presentation
Mobile: an oppotunity for sport - Digital Sport Summit - #DSS10 - July 7 - Presentation
Mobile: an oppotunity for sport - Digital Sport Summit - #DSS10 - July 7 - Presentation
Upcoming SlideShare
Loading in …5
×

Mobile: an oppotunity for sport - Digital Sport Summit - #DSS10 - July 7 - Presentation

4,767 views

Published on

"Mobile - an opportunity for sport" - presented at the Digital Sport Summit - July 7 2010 at the MCG

Published in: Sports, Business, Technology
5 Comments
15 Likes
Statistics
Notes
  • Thanks for the information. http://www.preorderfalloutnewvegas.org
       Reply 
    Are you sure you want to  Yes  No
    Your message goes here
  • @ashitaka - Slide # 17 gives a few reasons as to why you'd go native. At the end of the day follow your customers. If they want native, or are solely on one platform then go native.
       Reply 
    Are you sure you want to  Yes  No
    Your message goes here
  • Thanks Anthony - good stuff! Good to catch up yesterday. Be in touch soon no doubt. Cheers, Stephen
       Reply 
    Are you sure you want to  Yes  No
    Your message goes here
  • Do you recommend the native app or mobile web strategy ?
       Reply 
    Are you sure you want to  Yes  No
    Your message goes here
  • References from this presentation can be found here - http://www.slideshare.net/anthonyharrison/mobile-an-oppotunity-for-sport-digital-sport-summit-dss10-july-7

    Feel free to download the PDF
       Reply 
    Are you sure you want to  Yes  No
    Your message goes here
No Downloads
Views
Total views
4,767
On SlideShare
0
From Embeds
0
Number of Embeds
530
Actions
Shares
0
Downloads
0
Comments
5
Likes
15
Embeds 0
No embeds

No notes for slide

Mobile: an oppotunity for sport - Digital Sport Summit - #DSS10 - July 7 - Presentation

  1. mobilefor the sports industry an opportunity
  2. anthony harrison digital marketing manager - cricket victoria
  3. about
  4. about • Cricket Victoria • Manages the game of Cricket in Victoria • Victorian Bushrangers • In the last 5 years appeared in 13 of the 15 finals - won 7 • Twitter: @bushrangers • Anthony Harrison • Twitter: @dontgochanging
  5. what is mobile?
  6. what is mobile? • Technology in mobile environments • Historical limitations • Bandwidth • Power • Interface
  7. why mobile?
  8. why mobile? • In Australia: • Mobile market penetration -115% • Compared to Internet penetration - 80%
  9. why mobile? • Global Smartphone market • Sales to double in the next 4 years • Australian Smartphone market • 149% growth in last quarter • sales of traditional handsets dropped 45%
  10. why mobile? • Smartphone sales to overtake PC sales in 2011 • By 2011 Australia will have 25 million mobile subscribers
  11. “ by 2011, over 85 percent of handsets shipped globally will include some form of browser” Gartner - March 2010
  12. “ based on the current rate of change and adoption, the mobile web will be bigger than desktop web by 2015” Morgan Stanley - March 2010
  13. “ 3% of smartphone owners in the USA use their phone for voice communication” Nielsen - March 2010
  14. the options
  15. the options • Mobile Web vs Native App
  16. the options • Mobile Web • HTML5 + Javascript • Accessed via URL in browser • Native App • Objective C, Java etc. • Distributed via a App Store, Marketplace
  17. the options • Reasons for Native Apps • performance • offline • discoverability • device attributes • financial
  18. the options • Examples from Australian organisations • ABC • Virgin Blue • The Age • Firemint
  19. the options • Virgin Blue • Launched April 2010 • Check-in (SYD, MEL, BNE) • Guides and information
  20. the options • The Age • 320,000 visitors a month • 5+ minutes session duration • Average users spends 19 minutes a month on the site
  21. the options • ABC • 700,000 downloads in Australia • 35% of Australians with an iPhone • Great app = success
  22. the options • Firemint • Small Melbourne based company • Top 10 in iTunes App Store globally for over a year • Apple Design Award winner
  23. the options • What the users say • April 2010 Smartphone users: • 78% accessed their browser • 80% used applications
  24. casebushrangers victorian study
  25. case study • Audience
  26. case study • Consumer demographic Gender Age 20% 77% Male < 33 Female > 33 80% 23%
  27. case study • Research from social media activity at domestic Twenty20 • High level of mobile based activity • Survey showed 25% of Facebook fans owned iPhones
  28. case study
  29. case study
  30. case study
  31. case study
  32. case study • Alignment with our strategic plan • Bushranger brand and top three stars to be widely recognised and respected • Focus on creating outstanding customer experiences and broadening the reach of cricket
  33. case study • ‘Editorial’ application • ‘Digital’ program guide for Sheffield Shield final • Focused to cricket enthusiasts
  34. case study • Presented as an initial step • To understand opportunity in mobile environment • Had to overcome some small internal barriers
  35. case study • Limited timeframe • Launch in time for Shield Final • 3 week development time • 1 week Apple approval process • Limited resources
  36. case study • Results • 35% + of Bushranger content requests came from iPhone • Media exposure • Player/team awareness • 4 star iTunes App Store rating • Success - but room for improvement
  37. best practice
  38. best practice • Mobile is not a small desktop • Mobile is not a ‘light’ website • Mobile is its own thing with its own strengths
  39. best practice • Know your customer • Context • Goals • Actions
  40. opportunities
  41. opportunities • At home • At match • At work • Complement other mediums • Fit into daily life
  42. opportunities • Ask you customers/fans/supporters • Look and listen to the trends • Don’t be afraid to start small
  43. wrap-up
  44. wrap-up • Questions? • Connect on Twitter • @dontgochanging • Presentation and references available on SlideShare • http://slideshare.net/anthonyharrison
  45. thank you • See you here at the MCG for the KFC Twenty20 Big Bash January 2 January 22 January 28

×