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INFOSYS ENTERTAINMENT EXPERIENCE PLATFORMSmart venues. Revolutionary experiences.
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From Ancient Arenas To Smart StadiumsStadiums and venues have always been centers of adrenaline-fueled excitement that comes from watching live sports and events with thousands of fans. While this was a significant part of our lives and culture, the lure of watching a live event at a stadium today is waning due to the digital and online revolution. Now, stadiums and entertainment venues struggle to compete with the ease and convenience of digital lifestyles. As advanced technologies consume a majority of fan share, stadiums suffer from shrinking endorsement and entertainment budgets.
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Stadiums & Arenas –Olympics, Gladiator Fights Races, Sports Events
Roman / Greek Era(Iron Age)
Early Christian Era(Post Iron Age)
Mid Christian Era(Medieval Age)
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Today – Early 21st Century(Digital Revolution)
“I think consumers expect more of a total fan experience now”- Vince Thompson, Founder/Chairman/CEO of Melt Sports & Entertainment
Pubs, Inns, Hotels
Roman Baths
Theater,Orchestra
Parades,Feasts, Festivals
Gambling, Betting
Dancing Balls
Discos
Circus
TV / Radio
Cinema, Live Music Shows
Internet, Digital Media Entertainment
Renaissance Era(Industrial Age)
Early 20th Century(TV Age)
Later 20th Century(TV Revolution)
Figure 1: The historical evolution of large crowd-based entertainment preferences
However, the comfort of technology cannot offer the tribal experience exclusive to stadiums and venues. Stadiums give fans the opportunity to be part of the action and excitement, connect with their favorite stars and other fans and be a part of something bigger than themselves.
In the digital age, venues must continue offering this tribal experience in a contemporary and relevant format that encourages fans to choose live experiences over digital ones. To do this, stadiums must enable advanced online connectivity at venues along with sophisticated contextual
services, thereby merging the advantages of digital and live to create a holistic fan experience.
Figure 2: The revolutionary fan experience
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Key Challenges In Enabling Connected Venues Changing fan expectations
The next-generation sports fan wants to enjoy the adrenaline rush of watching live events at a stadium. However, fans also want to share cool digital content and insightful opinions to reaffirm their allegiance to favorite teams/players. They want to be armed with stats, trivia and videos to drive discussions and debates on their online/offline social networks. They also like to be rewarded for their loyalty through free or discounted tickets and merchandise. As each fan is unique, personalizing the fan experience is critical to increasing engagement.
Need for contextualized and connected services
At the venue, digitally-powered and passionate fans want to stay connected, enjoy media-rich experiences and access social and contextual services through
their smart devices. The lack of in-venue connectivity breeds frustration, leading to attrition. It is imperative for venues to embrace technology that is cost effective and scalable to improve the fan experience and ensure customer retention.
Competing with the big-screen TV
It is significantly cheaper and easier for a fan to watch an event or a game on TV at home. This is a universal trend driven by high-definition (HD) television, high-speed internet, live streaming, live telecasts, and social media updates. A recent Cisco study reveals that 57% of fans prefer to watch live games at home. To attract these fans to venues, stadiums need innovative approaches that are extremely appealing to fans.
Always-on connectivity
Stadiums and venues can host large crowds during events. Ensuring always-on and stable connectivity to services and networks can be challenging when dealing with such a large user base.
Monetize digital investments for higher returns
Enabling digital in stadiums and venues is a costly affair. As live events are typically hosted once or twice a month, stadiums and venues must find new opportunities to monetize their digital investments, race ahead of the competition and create delightful fan experiences. They must also help advertisers/sponsors cut through the advertising clutter and run personalized campaigns for their audience.
Where Should User Engagement Begin? “The complete fan experience starts by offering value-added services and engaging with fans ahead of the event.”
John receives an event reminder based on his preferences
John buys a ticket and reserves a parking slot
John reaches the stadium and is ushered to his reserved parking slot
John checks-in and is ushered to his seat. He orders snacks and beverages with in-seat delivery
John receives an alert that his friend Alice is in the stadium. He uses the stadium map to select a point of interest (POI) and they decide to meet during the break
John analyzes the live stats of the match and shares his insightful views on Twitter
As John’s view is from a fixed angle, he can replay moments he missed
During the break, John meets Alice, takes a selfie and posts it on Jumbotron
As he walks past the merchandise stall, a campaign pops up with a flash discount
John is recommended to an entry gate with the shortest queue. He logs into free stadium WiFi
John plays a raffle and wins an autographed jersey and earns loyalty points
He receives recommendations on nearby restaurants
Match ends. John is ushered to the nearest exit
John gets access to a selected gallery of images and videos to relive and cherish special match moments
John receives notifications about his favorite players and teams
He receives information on other POIs
Figure 3: Services to increase fan engagement
Figure 4: IEEP Architecture
• In-app ticket purchase• Parking revenue• Seat/ticket upgrade• In-seat F&B order and
delivery• Additional spend on
F&B
• Real-time camera streaming from di�erent angles
• Match replays
• Sel�e upload• Social networking
through Wi-Fi• Betting from the
stadium through the app
• Location-based applications and campaigns
• Advertisements• Campaigns and push
ads• In-app e-commerce
Convenience and comfort
TV and home viewing experience Fan engagement Sponsor value
creation
1 2 3 4
Categories of fan engagement services
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Infosys Entertainment Experience Platform (IEEP) is the SolutionInfosys Entertainment Experience Platform (IEEP) is a next-gen comprehensive fan engagement platform that leverages
stadium infrastructure powered by hi-density Wi-Fi and beacons.
IEEP offers a suite of superior services that empowers stadiums/venues to easily embrace digital and offer rich user engagement. It provides digital integration and seamlessly connected facilities. The
platform helps stadiums monetize digital strategies to amplify their infrastructure and enhance engagement across users, guests, partners, patrons, and sponsors. By creating new revenue streams for venues and partners, the platform also drives user demand for stadium facilities.
Figure 4: IEEP ArchitectureRDBMS
In-Memory Data StoreBlob storage
Big Data Platform
Content Mgmt. System
Location-based Services (Beacon and
Wi-Fi )
Third-Party Integration
Hub
Data Collection, Reporting
and Analytics
Push Noti�cation
Server
Loyalty and Rewards Mgmt.
TicketingQueue Buster
Location-Aware
Campaigns
Navigation (seat, parking,
POI )
Event Calendar
O�ers and Emergency
Noti�cations
API Gateway (REST API)
Admin Dashboard
Mobile SDK
Secure Access
Applications
Platform Core
Data Store
Mobile App
F&B/Merchandise Catalogue
Facebookand
Google+ User Log-in
Live Match Stats and
Social Media Content
Watch Match from Multiple
Camera Angles
Match Replays
Earn and Redeem
Loyalty Points
Video and Image Gallery
Reports on Campaign E�ectiveness, Footfalls,
Visitor Action, Network, and User Pro�ling
Event-based App Re-skinning
Personalization
Concierge Services
Taxi Services
Figure 5: Capabilities enabled on IEEP
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Features of IEEPThe IEEP platform provides a series of intelligent services and functionalities to enhance the fan/visitor experience.
Role-based Access Control Mobile Application Management
Mobile Application Re-skinning
Queue Buster Third-party Integration Hub
Tenant Management Content Management Event Scheduler Navigation Reporting
Venue Management Campaign Management In-Venue Live Streaming Loyalty and Rewards Management
User Profiling
Point of Interest (POI) Management
Push Notifications Visitor Management Content Aggregation Real-time Visitor Tracking
Ticketing Integration Social Integration User Personalization Feedback Gamification
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It also provides analytics on visitor presence and footfall, campaign effectiveness and visitor actions.
Figure 6: IEEP monitoring of visitor presence and footfall
Figure 7: Insights into campaign effectiveness
Top POIsDwell TimeTop Geo Fences Visitors/Time
3%5%New Visitors Today Repeat Visitors Today
5023New Visitors
9322Repeat Visitors
Footfall Heat Map during the Event
11:00 AM8:00 AM 2:00 PM 5:00 PM 8:00 PM
Dwell Time in Geo Fence
8 AM11 AM
11 AM2 PM
2 PM5 PM
5 PM8 PM
5000
10000
15000
0-10
10-30
30-60> 60
minutes
Entry Exit F&B
200
400
600
PorscheCampaign
ProximityCampaign Type
4209Delivered
25% 63%2652Realized
PorscheEmiratesP&G 20
P&G 45
Billiton
ANZQuantas
Fosters
Stadium LoyaltySt. George
Entry Greeting
Cwlth Bank
Tag Cloud of all Campaigns of the Day
Merchandise VIP
Male: 267 Female: 365
Campaign Performance across Geo Fences
Trend New and Repeat Kinds of UsersIn Geo Fences
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Figure 8: IEEP tracking of visitor actions
With IEEP, stadiums and venues can transform static assets into a dynamic and value-driven ecosystem. The platform allows businesses related to
all aspects of event management to collaborate and offer a complete range of services to fans. Besides increasing engagement and improving the fan
experience, IEEP helps stadiums find new revenue streams, build synergistic partnerships and stay relevant.
Ticketing
52% 37% 2Average Ranking
External Pages Loaded Mobile Features Usage Report
Device Type App Usage/TimeMobile Features
15%
Mobile Usage In-Venue Usage External Usage
2000
4000
6000
F&B Social Places Google Map
Shopping Others
Account
Feedback
GalleryEvents
52%
13% 26%
7%
3%
Loyalty
Content Type
Visitors: 3580
© 2018 Infosys Limited, Bengaluru, India. All Rights Reserved. Infosys believes the information in this document is accurate as of its publication date; such information is subject to change without notice. Infosys acknowledges the proprietary rights of other companies to the trademarks, product names and such other intellectual property rights mentioned in this document. Except as expressly permitted, neither this documentation nor any part of it may be reproduced, stored in a retrieval system, or transmitted in any form or by any means, electronic, mechanical, printing, photocopying, recording or otherwise, without the prior permission of Infosys Limited and/ or any named intellectual property rights holders under this document.
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