WC14 and Rio16 investments predicted to be huge...but where opportunity really is at Fan Parties. Key expectations for Brazil indicate party like environments comes first than better performance of teams. Sports consumers want timely content to be connected to their favorite team everywhere any time. Besides, Sports apps are amongst the few that can command a premium pricing in the apps stores. So go mobile!

1. Mobile Business Opportunities
World Cup 2014 | Olympic Games 2016
Rio de Janeiro, April 2011
Valter Wolf

2. WC2014 and Rio 2016 investments predicted to be huge…
2014 FIFA World Cup – What it represents to Brazil?
Rio 2016 Olympic Games – What it represents to Brazil?
Source: PWC

3. ... but where opportunity really is: Fan Parties!
“Fans are always on the go and want the information immediately, so go mobile”

4. Key expectations for WC14 Brazil indicate party like
environments comes first than better performance of teams
Source: Grail Research Analysis

5. The World Cup goes mobile so users can follow and be
followed wherever they are in Brazil
“Brazilians are twice as
likely (21%) to get World
Cup information from their
phones”
Nielsen, The Beautiful Game
Report
“Globally, 21% fans
said they would get at
least some of their
information from the
Internet via their
mobile devices and
9% said they would
get it through
application on their
phones. ”
Nielsen, The Beautiful
Game Report
http://blog.nielsen.com/nielsenwire/global/soccer-the-beautiful-game-goes-mobile/

6. It s notorious that application download rise in Sport events
everywhere anytime
Vodafone selling apps to prepaid
Vodafone Calcio which offers access to Serie A and
Champions League games for just EUR2 per week.
The app, which is available across all platforms, has
registered 100,000 downloads to the iPhone, 3,000
to Android devices and 2,000 to the iPad.
China Mobile hits in Olympic mobile downloads at opening ceremony a
1 Million mobile TV viewers in 1 day
 China Mobile recorded 1 million viewers clicking 7 million times to watch more than 300,000 hours
of its licensed Olympic mobile TV coverage by August19. The mobile operator recorded nearly 200,000
mobile TV users on the first day of the games, more than twice the previous day's total.
 Music platform reportedly recorded 5.73 million downloads of Olympic opening ceremony theme song
"You and Me“.
 The operator's network also recorded over 800 video calls on the evening of August 8.
Source: Press

7. Not to mention the huge flood of iPhone and iPad apps that
have being offered.
1. World Cup Countdown 2. ESPN World Cup 3. World Football Live
4. World Cup Coverage 5. World Cup History 6. World Cup Trivia
Source: Top6 sport apps according to Mashable

8. Sports apps are amongst the few that can command a
premium pricing in the apps store
ESPN’s Fantasy Football 2010 app became available for $4.99 and was in the top ten twice
despite its high price point. Major League Baseball’s At Bat was retailed for $14.99
Average selling price of the Top Grossing applications (Apple Store)
$4.99 $14.99
Source: Top Ten Apps Q3: Making cents of it all, Strategy Analytics – Q3 2010

9. ESPN Digital Media Scores FIFA WC10! 4.9 billion minutes
spent on World Cup content across multiple platforms
Free
Category: Sports
Updated: Jun 16, 2010
Size: 7.4 MB
Customer Ratings: 183.033 Ratings
Top In App Purchases
World Cup Premium Package: $7.99
 The app itself was downloaded more than 2.5 million times
and averaged one million users accessing it per day during
the tournament.
 ESPN 2010 FIFA World Cup generated 98 million visits and 520
million page views to World Cup content.
 Video on the mobile Web and app were accessed for 6.2 million video
views of World Cup highlights, news and analysis.
 ESPN’s mobile TV offering reached 1 million unique viewers during
the event and registered 93 million total minutes of viewing
setting viewership records on major mobile TV platforms MobiTV and FLO
TV.
http://tvbythenumbers.zap2it.com/2010/07/13/espn-reports-4-9-billion-minutes-spent-on-2010-fifa-world-cup-digital-media-content/57017

10. Yahoo! Study: Paterns of Mobile Usage During World Cup
2010 indicates the minutes of pick
• Traffic and engagement on Yahoo! Mobile increased 10% on average during commercials
• Yahoo! Mobile Front page activity bounced up by 24%.
• Mobile browsing activity rose by 57% on Yahoo! News.
• The highest peaks happened immediately after the shows ended on TV, suggesting that viewers looked
beyond the tube to learn and read more about.
• This data shows that mobile affords marketers a significant opportunity to reinforce television
advertising impact and continue the conversation with consumers as viewers transition from the TV to
their mobile devices.
Yahoo! Mobile Whitepaper Series, November 2010

11. World Cup Fever: internet has its busiest news day ever
during the WC10
• The Intner Index, which is
reported here, tracks over 100
news video sites. Notice that
tis does not represent the
overall demand to the Akamai
network. It carries many of the
world's biggest news
organizations including the
BBC, CNN, and NBC.
• There are some 11 million
visitor requests per minute to
its network, up 233 percent
from the normal demand at this
time.
• The previous record for
bandwidth requests for news
sites was the Election Day
victory (11/5/08) inauguration
of President Barack Obama
where demand peaked at 8
million visitors requests per
minute
http://www.beet.tv/2010/06/world-cup-fever-internet-has-busiest-day-ever-.html

12. The World Cup’s 2010 effect on the sports category in Brazil
indactes de impact on traffic localy
Sorce: “Estate of internet in Brazil”, ComScore

13. Sports consumers want timely content to be connected to their
favorite team at all times.
Millions of dollars have been spent on applications, subscriptions, and game
purchases so consumers can access the content they want wherever they are.
*) Points were awarded for the number of business models supported
Source: Strategy Analytics, March Gladness

14. Sports fans are multitaskers! Majority of fans will be using
another device while watching the matches
Source: ESPN Sports Fans Panel

15. Multi-access, network boundaries are blurring for the user
Globally 32% of Internet users are
Share of “Everywhere users“ on Internet users “Everywhere users”
Indonesia • Internet everywhere for private and
business purposes
South Africa
• Connected via fixed high speed
Russia
access, mobile network and Wi-Fi
Romania hotspots
Brazil • Connected through significantly
Algeria more devices than other users
Saudi Arabia
US • Same usage pattern for fixed and
Sweden mobile broadband in most markets
Germany
France • Time-shift TV usage increased
Australia >18% (people who record TV to
UK
watch at their leisure)
China
• High-end converged fixed and
Taiwan mobile internet bundles are up in
popularity
0% 20% 40% 60% 80% 100% – ca. 10% points in observed
markets
Source: Nokia Siemens Networks broadband study and Nielsen Media Research

16. Experience of World Cup in South Africa indicates that key
sponsors are not necessarily the most associated brands…
Source: Grail Research Analysis, Fifa

17. ...but 15% of fans are more likely to buy a sport sponsor’s
product
Source: ESPN Sports Fans Panel

18. ‘MTN Play’ content portal for 2010 Fifa World Cup captured the
potencial of World Cup
MTN launched in Feb 2010 the ‘MTN Play’ content portal in order to deliver
the 2010 FIFA World Cup action to the mobile handsets of its subscribers
across 21 countries in Africa and the Middle East.
‘MTN Play’ is an interactive mobile content channel giving users access to
ringtones, games, music and videos. During the 2010 World Cup, users will
be able to download near-live match highlights, scores and news updates.
The operator is mainly targeting mobile customers in emerging markets
where mobile penetration levels are high but access to digital TV is limited.
This will be the first time that some of these markets will experience digital
content on this scale.
The operator holds exclusive content rights part of its sponsorship of the 2010
FIFA World Cup
Key Insight
The access to exclusive content from the 2010 FIFA World
Cup gives MTN a strong element of differentiation from
competitors and is likely to boost usage of mobile TV
during the summer period
Source: Press

19. MTN South Africa reported a significant impact on revenues
during the period of the games
Continued high data growth
•9.2m packet data users (49% of base)
•1.6m Smartphones
•946k modems (incl modules and USB
dongles)
•+7% more MoU (+9% outgoing)
•+12% more ARPU on prepaid (5%
more on Blended)
Source: Conmpany´s Report

20. Verizon´s LTE coverage first targets the National Football
leagues cities
Verizon Wireless prioritize to launch its LTE 4G
network in 30 "National Football League Cities".
Verizon will also expand its LTE network to cover
the entire country by 2013, Verizon 4G LTE
network to cover 147 cities by end of 2011.
McMonagle also confirmed that laptop modems will
be the first devices capable of accessing and using
the LTE network with phones not available for
some time, due to no phones on the market that
use the 700MHz LTE band at this time.
Verizon also expects multi-band devices can be
available early in the LTE roll-out. LTE network will
support download speeds of 5Mbps to 12Mbps,
and upload speeds to 2Mbps to 5Mbps.
Source: Phonenews

21. Anatel’s requires 4G coverage to be ready by the end of 2013
for the cities that will host the World Cup.
Mobile operators
leaders in the 12
cities hosting the
World Cup 2014
(as of march 2011)
Source: TELECO.com

22. Infrastructure gaps in Brazil according to FIFA standards
indicates the need for investments
Source: ABDIB

23. Opportunities in the consumer market are at hand!
Live Stream and TV services – applications Focus on Video,
for mobile and Internet Content Portal Mobile Internet
Coverage
Users should only be one click away and
from what they want to do the most Roaming Services
Information and Location Services for
Visitors •Enable easy shopping, m-
•Check all roaming agreements payment
• Check all AIRPORT landing strips for •Explore opportunities for
cellular coverage new segments like
• Carefully monitor foreign visitors transport, machine to
movements– Teams qualifying – carefully machine and safety
plan for premium games (ie. England vs.
France)
Integration with Social Networks Operator-
created
widgets
Source: Strategy Analytics, June 2009

24. Keep your head up, eyes forward and
ball control
24
Source: Press

25. Valter Wolf
Strategy & Business Development
+55 11 8401-9697