The London Olympics in 2012 represents a major opportunity for individuals, with their picture-capable mobile phones, to become more involved in sharing their experience with friends and family and with others via Broadcasting/Internet organisations. It is recognised that this opportunity was not fully exploited in Beijing and that with some planning a much richer environment can be created to support the London Olympics in 2012.

1. Towards Steve Reynolds Chairman - MDA

2. Beijing 2008 Some mobile centric media coverage Mobile updates MDA noticed an increase in mobile internet usage over the 2 weeks of the games 4 years on Majority of people will have new handsets 2 year upgrade cycle Mobile social networking will be commonplace We now have Twitter #tags

3. Who are our customers? Spectators both UK and Foreign Sports fans (non spectators)

4. 2012 mobile technologies Text messaging Multimedia messaging Mobile internet

5. Text messaging Result updates Spectator information services Travel updates and information Security alerts Voting systems and commentary Competitions Product placement and marketing campaigns

6. Multimedia messaging Social journalism Video and picture updates Photo competitions Product placement and marketing campaigns My personal games

7. Mobile internet Social networking and commentary Video action and highlights Medal chart Athlete follow and commentary Action replay National archive “My personal 2012” Geospatial info directions Mobile Olympic and city guides

8. Call to action We need to bring this all together? Challenges Fully integrated service Bandwidth Network capacity Quality mobile content Roaming costs Language Usability

9. Try before you buy ! Mobile media technology trial Wimbledon 2010? Vancouver 2010?