Sports & mobile
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Gijsbregt Brouwer – NOC*NSF– 29/9/2008 Sport 2.0 Sports in a 2.0 world
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The world of sports is rapidly changing through the broader use of mobile & location based applications. This is how.
Transcript of Sports & mobile
Gijsbregt Brouwer – NOC*NSF– 29/9/2008
Sport 2.0
Sports in a 2.0 world
Gijsbregt Brouwer – NOC*NSF– 29/9/2008
About me
Gijsbregt Brouwerwww.brightguys.nlwww.linkedin.com/in/gijsbregtwww.marketingfacts.nl/pages/bloggers/
#Gijsbregt%20Brouwer
Gijsbregt Brouwer – NOC*NSF– 29/9/2008
About today
1. Sport = experience2. The experience revolution3. Bring in the brands4. I’ve seen the future5. Discussion
Gijsbregt Brouwer – NOC*NSF– 29/9/2008
Sport = experience
1. Sport = experience2. The experience revolution3. Bring in the brands4. I’ve seen the future5. Discussion
Gijsbregt Brouwer – NOC*NSF– 29/9/2008
Experience Economy
• Pine & Gillmore (1999)• Commodity Product Service
Experience• Chief examples: coffee & Disneyland• Internet improves the experience
Gijsbregt Brouwer – NOC*NSF– 29/9/2008
Experience Economy
• Sport = an experienceRarely behind the pc mobile
• Active & passive• The activity only takes a few hours per
day/week/month• Internet improves the sport experience
Gijsbregt Brouwer – NOC*NSF– 29/9/2008
Experience revolution
1. Sport = experience2. The experience revolution3. Bring in the brands4. I’ve seen the future5. Discussion
Gijsbregt Brouwer – NOC*NSF– 29/9/2008
Improving the experience
Revolution:• From 2 x 45’ to the whole week• From 10k to your whole life
• Experience is improved:• Lengthened: longer & more often• Broadened (more users)• Deepened (more types of use)
• Builds a permanent relationship with the consumer
Gijsbregt Brouwer – NOC*NSF– 29/9/2008
Improving the experience
Deepen:• Mobile• Smart stadium• Digital signage
Lengthen:• Communities• Games• Planning• Blogs• Registration
Broaden:• Communities• More content• Sport date/meet
Experience 1.0:• No mobile• No web 2.0• Not personal• No context
Gijsbregt Brouwer – NOC*NSF– 29/9/2008
Bring in the brands
1. Sport = experience2. The experience revolution3. Bring in the brands4. I’ve seen the future5. Discussion
Gijsbregt Brouwer – NOC*NSF– 29/9/2008
Experience brands
Sport experience brands:• Build brand value for your sport• Brand value will add to core objectives
of sport organization:• Revenues• More athletes/fans• Fitter people • Etc.
Gijsbregt Brouwer – NOC*NSF– 29/9/2008
Sport as 1.0 brand
Sponsor and/or media
Sponsee
Association
Means
Agreement
Gijsbregt Brouwer – NOC*NSF– 29/9/2008
Sport as a 2.0 brand
Sponsorand/or media
Sponsee consumer fan
platform
• Interaction• Value creation• Continuous experience
Gijsbregt Brouwer – NOC*NSF– 29/9/2008
Bring in the brands
1. Sport = experience2. The experience revolution3. Bring in the brands4. I’ve seen the future5. Discussion
Gijsbregt Brouwer – NOC*NSF– 29/9/2008
The future is now: iPhone
Nikeplus• iGolf• Vancouver 2010• Trailguru• Sportstap
More in general• Buienradar (!)• Facebook• Mobypicture
Gijsbregt Brouwer – NOC*NSF– 29/9/2008
The future is now: Nikeplus
Gijsbregt Brouwer – NOC*NSF– 29/9/2008
The future is now: Castrol Index
Gijsbregt Brouwer – NOC*NSF– 29/9/2008
The future is now: running 2.0
Gijsbregt Brouwer – NOC*NSF– 29/9/2008
Bring in the brands
1. Sport = experience2. The experience revolution3. Bring in the brands4. I’ve seen the future5. Discussion
Gijsbregt Brouwer – NOC*NSF– 29/9/2008
Discussion
Some food for thought:• Privacy• Anti-doping• Rights management• Who leads the way• Institutions & the Long Tail
Gijsbregt Brouwer – NOC*NSF– 29/9/2008
About me
Gijsbregt Brouwerwww.brightguys.nlwww.linkedin.com/in/gijsbregtwww.marketingfacts.nl/pages/bloggers/
#Gijsbregt%20Brouwer
Gijsbregt Brouwer – NOC*NSF– 29/9/2008
Discussion
