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

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

19. the options
• Examples from Australian organisations
• ABC
• Virgin Blue
• The Age
• Firemint

20. the options
• Virgin Blue
• Launched April 2010
• Check-in (SYD, MEL, BNE)
• Guides and information

21. the options
• The Age
• 320,000 visitors a month
• 5+ minutes session duration
• Average users spends
19 minutes a month on the
site

22. the options
• ABC
• 700,000 downloads in
Australia
• 35% of Australians with an
iPhone
• Great app = success

23. the options
• Firemint
• Small Melbourne based
company
• Top 10 in iTunes App Store
globally for over a year
• Apple Design Award winner

24. the options
• What the users say
• April 2010 Smartphone users:
• 78% accessed their browser
• 80% used applications

25. casebushrangers
victorian
study

26. case study
• Audience

27. case study
• Consumer demographic
Gender Age
20%
77%
Male < 33
Female > 33
80%
23%

28. case study
• Research from social media activity at
domestic Twenty20
• High level of mobile based activity
• Survey showed 25% of Facebook fans
owned iPhones

29. case study

30. case study

31. case study

32. case study

33. 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

34. case study
• ‘Editorial’ application
• ‘Digital’ program guide for Sheffield Shield
final
• Focused to cricket enthusiasts

35. case study
• Presented as an initial step
• To understand opportunity in mobile
environment
• Had to overcome some small internal barriers

36. case study
• Limited timeframe
• Launch in time for Shield Final
• 3 week development time
• 1 week Apple approval process
• Limited resources

37. 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

38. best practice

39. best practice
• Mobile is not a small desktop
• Mobile is not a ‘light’ website
• Mobile is its own thing with its own strengths

42. best practice
• Know your customer
• Context
• Goals
• Actions

44. opportunities

45. opportunities
• At home
• At match
• At work
• Complement other mediums
• Fit into daily life

46. opportunities
• Ask you customers/fans/supporters
• Look and listen to the trends
• Don’t be afraid to start small

47. wrap-up

48. wrap-up
• Questions?
• Connect on Twitter
• @dontgochanging
• Presentation and references available on
SlideShare
• http://slideshare.net/anthonyharrison

49. thank you
• See you here at
the MCG for the
KFC Twenty20
Big Bash
January 2
January 22
January 28