This document discusses an innovative project that would allow betting on sporting events through a digital television provider's network. It would cut out the middleman by embedding betting directly into the cable TV offering. Some key points discussed are: - Betting would be integrated with cable TV partnerships and content to create awareness among viewers. - Bettors could place bets on any TV program with sporting events directly through the cable network on their phone. - This would create a more effective product and service by removing fees charged by traditional betting companies. - The project has the potential to increase the client base of the digital TV provider and provide a unique, entertaining customer experience.

1. Innovation Management
Final Assignment
Gladys, Samir, Fatih, Gulcin, Yifu , Kivanc

5. No ODDS

6. Underground organizations…
Hurt Sports…

7. Betting Company

8. Legal feasibility
Conflict of interest issue between “Commercial” and
“Integrity” (Gambling and Sport betting industry vs.
International and national sporting bodies)
No issues with obtaining an operation license in EU:
Some EU member states have monopolistic public or
private operators with exclusive right (e.g. ToTo in
the Netherlands). Others have established licensing
systems for more than one operator.

9. Orthodoxies of betting
You can only bet against betting companies.
You can only bet on certain sport events which are selected
by betting companies.
Betting companies define the odds.
Some winners and some losers, but betting companies
always win!
No license fee required for betting on events.

10. How to?
Managed Process: Betting is embedded into cable TV offering
Strategic Alignment: Awareness of viewers, partnerships with
cable TV providers and content creators.
Industry foresight:
Source:
http://csimarket.com/Industry/industry_growth_rates.php?&ind=902

11. Digital TV Provider
Network
• White team wins
• 5 Euro
• +31207783610
• White team wins
• 5 Euro
• +31207783620
• Accept? Or reject?
Accept
0207783610
020778362
0

12. Digital TV Provider
Network
Invoice
80 euro
Invoice
80 euro
75,30 euro 85,00 euro
0,30
Euro

13. Why is this an
innovative project?
Game changer in terms of process and service by cutting middle
man out
Embed in an economic system and an industry.
Easier and cheaper to create a platform or an ecosystem and have trials as
pretotypes
Creates significant value by presenting more effective product, process and
service
Right technology for existing desires
Bet anytime you want; Self confidence , fun and convenience
Bet for whoever or whatever you want; Freedom of choice and freewill
Win or Lose, no 3rd option; Higher emotional satisfaction
Bet at any cost you like: No middle man, odds or suprises involved

14. Dimensions touched
Finance -> Networking: Each household with cable TV
Process -> Enabling process by cutting middle man
Offering -> Product performance: Any TV show which has potential to bet
-> Product system: Through cable TV, online, live
-> Service: Online, live, very low cost
Delivery -> Channel: Infrastucture that cable TV providers have
-> Customer experience: Unique, entertaining, effortless
This innovative project touches 7 dimensions out of 10.

15. Global sports betting vs. other gambling
gross win in €bns (2004-2012)
Cognitive emotional side: Betting on sporting events is appealing to consumers,
hence a product in demand

16. Benefits
Increase of client base
Enhanced competitive advantage
Good Timing : 90 days left for the World Cup 2014
A digital network provider social platform that people
enjoy by fair and fun betting
Via service provider you can earn/spend point like airlines.
Subscribers will use the feature by checking monthly
invoice.
You can share your bet results and monthly bet balance on
Facebook, twitter.

17. “I want people to understand, gambling is not a bad
thing if you do it within the framework of what it's
meant to be, which is fun and entertaining.”
Michael Jordan
“A dollar won is twice as sweet as a dollar earned. ”
Paul Newman