SKOPOS Pass & Move for mSport

6
Sports
SKOPOS in a nutshell (or two)…
Digital,
Mobile,
Media
Insight &
IlluminationFull service & consulting
Bespoke/custom/ad hoc
Tracking & Syndication
UK & International
Customer Insight & UX
It’s all about the best experience…
Passionately
Join in
Manage
Enquire

7
Fast food
m-commerce
7
Pass & Move…
Consumer Insights for
Sport & Mobile Devices
mSport Summit, London, April 2012
Darren Mark Noyce MCIM MMRS
Darren.Noyce@SKOPOS.info
Founding Partner
SKOPOS Insight Group
Tel: 0207 953 8 359
www.SKOPOS.info
UK Active Digital Society, 2012
Pass
Move

Under the lights…what’s on today?
Pre - Match build up & chat
Player Profiles & Stats
Match of the Day
Euro 2012 v London 2012
Final Score
Post Match Analysis
incl Pass & Move coaching
Press Conference (Q&A)

Clearly Mobile Helps with Following Sports
As an Enhancement
Augment
At Game/
Event
At home
On-the-
move or
Out-and-
about
Make-do/
replace
As a substitute
At work
87% of US Sports Fans check
news at inappropriate times,
50% while in the bathroom!!
(Source: Motricity, 2012)
80% of US Sports Fans
with Mobiles/Tabs use
to augment Sports
(Source: Motricity, 2012)

11
Context: Sport one of many Mobile uses…
SKOPOS MTrack - Base: 521 (UK Active Digital Society) - Wave 4 data
Q20. What types of information and content do you like to read or access via your mobile?
Social networks 43% 2
Music 39% 4
SKOPOS MTrack
TM
TV news & information 32% 5
News (latest today) 40% 3
Weather 52%
1 Sports news &
information 27%
8

12
SKOPOS MTrack - Base: 521 (UK Active Digital Society), 139 (Mobile Sport Content Users),
So, 1 in 4 UK “Digital Actives”
like to use Mobile for Sports Content
Core mSport
Content Users
27%
of Digital
Actives
SKOPOS MTrack
TM

13
SKOPOS Relativity Index™
Mobile Sports Content Users
Relatively more…
Male
Younger (singles or with young kids)
Employed (paid work)
Slightly higher income
Looking forward to Euros/Olympics
(Euros preferred over Olympics)
Into Mobile/Media/Video/
M-Web/Social/mCommerce, etc.
Into iPhones/HTCs/Tech (& main MNO’s)
Gamers/Gamblers
Downloaders & App-tives
Watch slightly more TV
Active & Acceptors/Innovators/Leaders
Responders/Communicators
SKOPOS MTrack
TM
SKOPOS MTrack - Base: 521 respondents (mobile users) - wave 4 data; Other waves 500+ respondents

14
Rejectors
Relatively more…
Female
Older
At home/unemployed
Lower income
Not so into mobiel Euros/Olympics content
(Olympics preferred over Euros)
Into traditional Media/Channels
Low Tech (Nokias & Virgin/Tesco Mobile)
Non-Gamers/Gamblers
Non-Downloaders, less into Apps
Watch slightly less TV
Inactive & Resistors/Rejectors
Non-responders/ Non-communicators
SKOPOS MTrack
TM

15
SKOPOS MTrack - Base: 521 (UK Active Digital Society), 139 (Mobile Sport Content Users) - Wave 4 data
Q1.Firstly, are you? Q2. Which of the following age bands do you fall into? Q3. Which of the following best describes your
employment or working status? Q20. What types of information or content do you like to read or access via your mobile? Please
select all that you like to read/access on your mobile phone.
Female
49%
mSports: younger employed males
51-60 y.o.
51%
31%
48%
19%
16%
41-50 y.o.
26%
23%
50%
EmployedMale 16-40 y.o.69% 55% 58%
Unemployed, self
employed & students
29%
27%
12%UK Active Digital Society
mSports Household
responsibility,
retired
9%
SKOPOS MTrack
TM

17
Many mSporters multi-screen…
SKOPOS MTrack - Base: 139 (Mobile Sport Content Users), 382 (Mobile Sports Content Rejectors) - Wave 4 data
Q47. Thinking about a typical day, how many hours of TV do you watch each day?
mSports content users
watch more daily TV
Low 0 – 2 hours
Over 2 hours
31%
69%
mSports rejectors less
37%
63%
SKOPOS MTrack
TM
spend more time watching
than
Twice as many Sports
Fans use web while
watching TV as others
(Source: EIAA/IAB, 2008)

18
SKOPOS MTrack - Base: 521 (UK Active Digital Society), 139 (Mobile Sport Content Users) - Wave 4 data
Q16 : Thinking about your mobile phone(s) and/or mobile device(s) which of the following do you do...
mSports Content Users love Mobile per se
Listen to the radio
Play games
Gamble
Stream mobile videos
Download video clips
Watched full length TV programme
after broadcast
Interact with TV shows
Watching live TV
41%
45%
12%
29%
27%
18%
11%
17%
UK Active Digital Society
57%
58%
22%
49%
45%
25%
17%
29%
mSport Content Users
SKOPOS MTrack
TM
Roughly 2-3 X increase
on EU Stats from 2008
(Source: EIAA/IAB, 2008)
1.5-2 X
average

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Get the latest news
Check results/league
tables
Read reports of what
has been going on
Your team updates
SKOPOS MTrack
TM
Sports news, info, updates are key…
Articles/gossip -
sportsmen/women &
teams
Watch live video
The build up
Place bets
68%
Sport content obtained
via mobile
SKOPOS MTrack - Base: 139 (Mobile Sport Content Users), 202 (Mobile Olympics Content Users), 186 (Mobile EURO 2012 Content
Users) - Wave 4 data Q42. In relation to sport, which of the following do you currently use your mobile for?
mSports
68%
51%
51%
29%
20%
20%
19%

20
mSports users like the internet,
but LOVE Social Sharing…
mSports
UK active
digital society
Online via mobile
29%
28%
7+ hours per week
Online
47%
40%
20+ hours per week
SKOPOS MTrack - Base: 521 (UK Active Digital Society), 139 (Mobile Sport Content Users), 202 (Mobile Olympics Content Users),
186 (Mobile EURO 2012 Content Users) - Wave 4 data
SKOPOS MTrack
TM
Use favourite social network on mobile
73%
50%
SoGoMoGoLo….

21
SKOPOS ChatTrack
TM
are much more into Twitter…
46%
UK Active digital
Society 33%
SKOPOS MTrack - Base: 521 (UK Active Digital Society), - Wave 4 data
Q30. Which, if any, of the following social network sites, chat forums or online communities have you ever used? Please select all
that apply. Q31. Which one is your main social network site, chat forum or online community?

22
53%
Twitter...connected & informed
SKOPOS MTrack - Base: 171 (Twitter Users) – Wave 4
Q34. You mentioned that you use Twitter, for what reason(s) do you use it?
45%
Latest news & gossip
from stars/celebrities
3
SKOPOS ChatTrack
TM
30%
Enjoy telling people what I
am doing
5
See what’s trending globally
38%
4
Latest news/
information
2
46%
Socialise with friends
53%
1

Twitter transforms
football…
Key moments &
events drive
Tweets for sharing,
discussing,
informing.
NEW:
direct access to
players as well as
club/team/brand.

The Social
Olympics 2012
NEW:
direct access to athletes
as well as teams/brands.
Olympics

v
Compare & Contrast (Competition)
Those Likely to use Mobile to follow each event
OlympicsEURO 2012

36% of
Digital
Actives
interested in
using mobile
to follow…
Versus..
EURO 2012

27
Higher 40%
interested in
using mobile
to follow
London2012
Olympics

28
Euro2012 m-Followers
Relatively more…
Like mSports Users in general
Male
Younger (singles or with young kids)
Employed (paid work)
Slightly higher income
Etc..
SKOPOS MTrack
TM
EURO 2012

29
SKOPOS Relativity Index™ SKOPOS MTrack
TM
London2012 m-Followers
Relatively more…
Universal appeal
Like the Broader Digital Active Population
A new Mobile Sport audience
Female (in fact 50/50 male/female)
With kids at home or never had kids

30
SKOPOS MTrack – Base: 125 (Mobile Sport Content Users), 175 (Mobile Olympics Content Users), 168 (Mobile EURO 2012 Content
Users) , 378 (web enabled phone Users) - Wave 4 data
Q17. Approximately how many apps do you have on your mobile?
On apptivity, it’s a draw…
Average number
of apps on mobile
20Web enabled
phone users
Average
number
of apps on
mobile
Average
number
of apps on
mobile
24
Potential
Mobile Olympic
Content Users
24
mSports
Content Users
Average
number
of apps on
mobile
23
Potential
Mobile EURO
2012 Content
Users
SKOPOS MTrack
TM
Olympics EURO 2012

31
Get the latest news
Check results/league
tables
has been going on
Your team updates
SKOPOS MTrack
TMBut likely Euro2012 users already
more m-active…
Articles/gossip -
sportsmen/women &
teams
Watch live video
The build up
Place bets
50%
60%
Types of sports content
obtaining via mobile
42%
59%
32%
47%
34%
41%
22%
27%
18%
21%
14%
17%
11%
18%
Users) - Wave 4 data Q42. In relation to sport, which of the following do you currently use your mobile for?
Olympics EURO 2012

32
Get the latest news
Check results/
league tables
The team updates
has been going on
Watch major
highlights
Articles/gossip -
sportsmen/
women & teams
65%
52%
47%
35%
33%
29%
27%
11%
SKOPOS MTrack - Base: (Mobile Olympics/Euro 2012 Content Users) - Wave 4 data
Q43. Now thinking about the London 2012 Olympics/Euro2012 which of the following will you use your mobile to do?
Ditto Euro 2012 users (n=186).
Types of sports content
will obtain via mobile
SKOPOS MTrack
TM
Olympics EURO 2012
68%
59%
45%
29%
32%
22%
17%
Euro2012s will use mobile more for
results/updates & betting, Olympics more m-video
46%
Watch live videoVs.
21% 24%Follow the build Up
18% 15%
Watch Archived
Footage
Place bets

33
Gambling companies better associated with
Mobile Channel by Euro 2012 Followers…
SKOPOS MTrack
TM
26%22%
26%22%
20%20%
24%18%
23%19%
Potential
Mobile
EURO 2012
Content
Users
Potential
Mobile
Olympics
Content
Users
Users) - Wave 4 data Q21d. Which, if any, of the following LEISURE companies do you most associate with the mobile and mobile
devices/channels? Please select all that apply. NB: ORDERED BY OVERALL RANKING (TOTAL BASE).
22%19%
10%8% Olympics EURO 2012

v OlympicsEURO 2012
Slightly Higher Interest than Euro2012
Broader Appeal amongst Digi-Actives
More Female than Euro2012
Higher interest in video/footage/clips
Stronger interest and universal appeal
Gambling more unusual?
Very like general mSports Users (M, younger, etc.)
More m-active per se
More into Info/News/Update & Gambling
More familiarity and activity
Gambling as enhancement or habit?

vEURO 2012
Final Score
Who wins for Mobile Content?
You decide…vote now
A bit of fun…
Olympics

Why Use Mobile Channel?
Mobile Channel Drivers...
I can do it in my own time 62%
Convenient 72%
It’s easy 56%
Quick 56%
SKOPOS MTrack
TM
mSports
62% 45%
46%
52%
On the go 74% 65%
Base: 327 (UK Active Digital Society), 114 (Mobile Sport Content Users) - Wave 4 data Q18. What do you consider to be the
advantages of using your mobile/mobile device?
Handy Speedy&
“Portable efficient shortcuts”

Small screen 68% Difficult to navigate 36%
Lack/loss connectivity 56%
Security 42%
Why Dislike Mobile?
Mobile Channel Barriers & Inhibitors...
SKOPOS MTrack
TM
Time, it takes longer 25%
mSports
63%
28%
44%
33%
46%
Base: 327 (UK Active Digital Society), 114 (Mobile Sport Content Users) - Wave 4 data Q19. What do you consider to
be the disadvantages of using your mobile/mobile device?
Technical User Experience issues&
Drains battery 65% 56%
Info reduced/limited 20% 21%
Less personal experience 12% 17%
“Unreliable inefficient shortcuts”

Interactivity
voting
(MOTM)
Surveys
Etc.
Viewing
(clips &
live)
Training
Gaming
&
Entertain
-ment
Social
Chatter
& Banter
Info, news,
Data &
Stats
Gambling
Many Human Needs
Aided or Met by
Mobile Sport
Functions...
Sharing
Achieving
Mobile
Advertising/
Marketing
Mobile Functions
Mobile Web
Mobile Apps
One-of-many
One-to-many
Mobile Voice
SMS/MMS
(one-to-one)

Hertnon’s
‘Nautilus’
Map
Of
Basic
Human
Needs
+ Mobile
Solutions
Belonging
Sharing
Enhancing
Interesting
Testing
Enjoying
Achieving
Performing
Improving

42
Stronger MEDIA Brand Association with Mobile SKOPOS MTrack
TM
73%
69%
63%
56%
46%
Mobile
Sports
Content
Users
Digital
Actives
SKOPOS MTrack - Base: 139 (Mobile Sport Content Users), 202 (Mobile Olympics Content Users), 186 (Mobile EURO 2012
Content Users) - Wave 4 data Q21a. Which of the following brands or companies do you most associate with the mobile and
mobile devices/channels?
59%
56%
50%
42%
38%
47%30
%
42%23
%
42%23
%
Dominated by
Tech/Broadcast
In Sports,
BBC, Sky, Y!
Catch Apple
Apple under
indexes for sport?

43
Apple next major Sports Media Player?

44
• Mobile Meets Many Needs (in conjunction with Sports)
• But with a few practical (or perceived) limitations
• Screen, Battery Life, Signal, Security, Speed, Satisfaction
• Mobile Enables In-the-Moment Information & Interaction (active
mobile sport users get this especially, much more into social media)
• Mobile Sports Content More for Younger Employed Males (so far)
• Major Sporting Events can drive and Broaden use of Mobile
(especially Olympics)… [WHAT HAPPENS WITH AN APP AFTER EVENT?]
• Mobile acts as Enhancer or Substitute during live sport
• Active Mobile Users Multi-Screen/Task (e.g. with TV)
• Mobile Gambling More Strongly Correlated with Euro2012
Main Mobile Messages (MMM)…

• Punters increasingly prefer mobile
• Activity level linked to age & gender
• SoGoMoGoLo
• Screen/life, Signal, Security, Speed, Satisfaction issues
• Multi-media, multi-mode, multi-screen
• Olympics has broader appeal
• Vet new ideas and offers with the market
• Euro2012 appeals to core mSports fans
Pass & Move Coaching
• P
• A
• S
• S
• M
• O
• V
• E

46
Pass & Move
2020 Visioning…
• Player Power and Players as brands
• Apple as a Major Sports Content Provider
• Sports spread their wings, e.g. NFL-EU, USPL
• Social Media integral and invisible
• Mobile tech will improve & improve, but
• Old guard may resist technology (still)
• Viewers and spectators overlap via…
• Enhanced live events…
Credit: SKOPOS + Guardian SportBlog

And Finally… one possible vision…
Source: The Telegraph

Epilogue 1: I’m not easily fazed…

Epilogue 2:
However…
Just
don’t
let
the ******
dogs
beat
you…!
Darren
****** dog

52
Fast food
m-commerce
52
Pass & Move…
Consumer Insights for
Sport & Mobile Devices
mSport Summit, London, April 2012
Darren Mark Noyce MCIM MMRS
Darren.Noyce@SKOPOS.info
Founding Partner
SKOPOS Insight Group
Tel: 0207 953 8 359
www.SKOPOS.info
UK Active Digital Society, 2012
Pass
Move

SKOPOS Pass & Move for mSport

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