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Connected (Smart) Stadiums

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The deck describes the complete ecosystem associated with making a stadium “Smart”. Most discussions around Smart Stadiums actually discuss Fan Engagement which typically only address 1/3 of the actual users of a stadium during a year ( a typical NFL stadium hosts around 800,000 ‘fans’ for a the regular season, but the same stadium – as part of other events – actually hosts 2.6 million ‘fans’.

We show the symbiotic relationship between Smart Stadiums and Fan Engagement applications, without this understanding of the ecosystem many companies fail to address key business issues associated to delivering Smart Stadiums.

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  • excellent presentation and work Clive, it really captures the entire complexity facing many stadium operators and solution vendors alike.
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  • I finally decided I should put together my POV around Smart Stadiums. The days when a stadium was a playing field are gone and now the stadium as an integral part of the local community.
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Connected (Smart) Stadiums

  1. 1. x © 2016 WIPRO DIGITAL | CONFIDENTIAL Clive Mitchell Global Chief Architect - Media and Telco Wipro Digital 1st May 2017 Connected (Smart) Stadiums © 2016 WIPRO DIGITAL | CONFIDENTIAL 1
  2. 2. Typical New Stadium Overview: • Tottenham Hotspur New Stadium Cost of Stadium - $1Billion Seating Capacity - 61,000 Current Capacity -36,284 2015 Revenue Total Revenue - $275 Million Gate Receipts - $31 Million TV Receipts - $127 Million Sponsorship - $68.5 Million Merchandise - $17 Million Current Dept - $29 Million Wages - $140 Million New Stadium Project Comprises: • Stadium with a 61,000 capacity, including single tier stand with 17,000 seats. Incorporating fully retractable pitch for NFL matches. • Media and medical facilities along with player changing. • Stadium car parking relocated from ground level to a newly designed basement area. • Offices incorporating ticket offices, club store the Tottenham Hotspur Foundation and museum. • Public open space, incorporating a multi-use games area and cafes. • Redevelopment of the High Road for improved crowd management. • 579 new homes. • New 180 bedroom hotel with 49 serviced apartments. • New community health centre. • Extreme Sports venue, including the tallest indoor climbing wall in the world. • Sainsbury's supermarket with parking, with club offices above. • A primary school run by the E-ACT Free Schools Trust in partnership with the Department for Education and the club. • A University Technical College specialising in sports, science and health in partnership with Middlesex University..
  3. 3. Stadiums – A Money Pit? Even with the addition of 29,000 more seats, single purpose Football Stadiums cannot expect to break even within 10 years. How do Stadiums become more viable: Create Communities • Smart Mall • Integrated Hotel • Smart Parking • Integrated Restaurants/Food • Integrated Eductaion Centers • Integrated Conference Facilities • Integrated Alternative Entertainment Add New Events/Sports • Leading Edge Facilities (Smart Facilities). • Adjustable Venue (Sport/Event Configuration). • In Stadium Fan Engagement (Capacity v Experience). • Different Levels of Experience (VIP v Regular). Increase/Justify Ticket Pricing • In Stadium Fan Engagement (Capacity v Experience). • Different Levels of Experience (VIP v Regular). • Integration with Fan Engagement. • Integration with Sport Franchise.
  4. 4. Single Event Stadiums (e.g. Spurs Stadium) only average around 10% utilization which means that construction cost outlay will only be achieved in ~15 years. Strategy: • Increase Smart ‘Green’ Facilities to reduce maintenance costs. • Increase Fan Experience to maximize customer revenue. • Increase Athlete and Fan Experience to justify varying ticket prices for alternative events/franchises. Venue Stadium Revenue Options The majority of the investment into building a venue can be offset by proper sponsorship. Recently the majority of sporting venues has renamed them to sponsors names (ATT, Levi, Emirates, Everything Everywhere Stadiums). However this does not apply across the whole industry. Airports seem to lag behind on Sponsorships. Boston Logan Airport seems to be focused on Government sponsors, rather than becoming sponsored by key businesses (Gillette Airport maybe). The second key here is how to attract the best sponsors, which means having the following in place: • Eco friendly venue (IOT Facilities are a good path) • Stadium friendly reputation (Fan/Customer Experience) • Safe environment(Communication, Healthcare, Security IOT) Vendor/3rd party adoption of a venue is a critical revenue component. Shopping Malls are only successful if they achieve high occupancy with the correct (customer centric) portfolio. However vendors will want guarantees of expected target audiences to pay for space. This can be achieved through: • Improved Customer Engagement (Fan/Customer Experience) • Smart interactions (Vendor IOT and payments) • Safe environment (Communications, Healthcare, Security IOT)
  5. 5. Stadium Ecosystem
  6. 6. User Capability Fan Athlete/Team Security Facilities Connectivity The Stadium must adopt at least one or more in-stadia network connectivity options. While each consumer may have their own connectivity capabilities, these will need to share services. Location Location is a must have capability for these consumers, whether this is for navigation, coaching, health or safety. Less important as the majority of capabilities are IOT driven. Media Useful feature as part of Fan Engagement (note digital rights limit ‘live’ feed requirements) Required for Coaching both during an event and practice. Must be Live Media Required for monitoring fans. Must support live and stored media surveillance. Major revenue comes from media rights. Primary drivers are event live feeds, Jumbotron TVs, In- stadia screens and digital signage IOT Primarily a convenience aspect that allows fans to interact with facilities (commerce, parking, ticket purchase and mobile device) Required for athlete health monitoring and hence targeted at wearable IOT devices. Security is driven by the need to integration security personnel with surveillance and access devices. Cost savings are driven by creating an eco-friendly environment. Hence IOT devices around lights, escalators, doors, etc Commerce Primary aspect of Fan Experience is the ability and ease of making purchases in stadia. N/A N/A mCommerce, both sales and fulfillment must leverage IOT and Smart devices to give a better fan experience. Information Navigation, travel and future events all drive the categories of information needed to improve fan experience Health and Athlete data are critical to this consumer. This ties into IOT and Media driven by location and connectivity. Must have access to all information about anyone within or around the stadium, so must be able to track people. N/A Smart Venue Capabilities Matrix
  7. 7. Stadium Connectivity and Location Identification
  8. 8. Security/Safety Participants Connectivity Needs Facilities Fans Media Cloud MicroServices Security Cloud
  9. 9. Connectivity Options Communication Type WiFi LTE (3g/4g/5g) Bluetooth LoRa (Low Powered Wireless) ULE (Ultra Low Energy) GPS (Satellite) Pros • Readily available. • Accessible by anyone with the right key. • Multiple Channels • Low Cost • Readily available. • Accessible by anyone through the right vendor • Multiple Channels • Connectivity controlled by gateway • Variable radius • Low Cost • Readily available. • Accessible by anyone with the right key. • Useful for IOT devices • Useful for IOT devices NA Cons • Overlapping channels limits # of users • Connectivity controlled by user • Requires knowledge by user • Lack of trust around security • Fixed radius • Overlapping channels limits # of users • Vendor specific encryption limits access to data • Needs vendor integration • Limited range • Very limited # if connections • Fixed radius • Requires knowledge to use • Security issues • Limited range • Very limited # if connections • Fixed radius • Not available to users • Limited range • Very limited # if connections • Fixed radius • Not available to users NA
  10. 10. Hyper Sensitive Location Tracking
  11. 11. Location Options Location Type Network Location (WiFi/LTE) Bluetooth LoRa (Low Powered Wireless) ULE (Ultra Low Energy) GPS (Satellite) Pros • Uses Doppler analytics to locate device (very accurate) • Low Cost • Uses proximity to identify location • Uses proximity to identify location • Uses proximity to identify location • Uses Satellite location to identify location. • Readily available Cons • Requires Network Sync. (Hyper Sync) • Requires Deployable Receivers. • Only identifies proximity rather than location • Cost • Requires Deployable Receivers. • Only identifies proximity rather than location • Cost • Requires Deployable Receivers. • Only identifies proximity rather than location • Cost • Requires Deployable Receivers. • Requires GPS connectivity • Accurate to only 30-40ft depending on Satellite access • Very limited within buildings or underground.
  12. 12. Location Type by User Location Function Fan Athlete Facilities Security IOT Fan Social Media – meet up. Transient stadiums e.g. athlete tracking at cross country events. NA NA mCommerce Public Transport Parking Athlete NA Coaching. Health Monitoring Navigation NA NA Secure area access Facilities NA NA Maintenance NA Eco system configuration and support Security Crowd Management Crowd Management Crowd Management Collaboration Emergency Access IOT Navigation Navigation Automation Emergency Access Media
  13. 13. Smart Stadium
  14. 14. Analytics In-Stadium Connectivity WiFi/LTE In-Stadium Sales Services The Stadium/Franchise Ecosystem Event Ticket Sales Services Smart Media Services Smart Parking Services Teams Services Smart Fan Smart Navigation Franchise Fan Bases
  15. 15. User Capability Fan Athlete/Team Security Facilities Connectivity In Stadium connectivity must provide a smooth transition from Outside Stadium connectivity (LTE & Wi-Fi) In Stadium connectivity for Coaching Connectivity for Band 14, 1st responders, communication. Connectivity for admin staff, stadium services and IOT devices Location Fan Location becomes extremely important in order to ‘personalize’ the fan’s experience Tracking of athletes has value to coaching, but requires more than just location. 1st Responders and Security personnel need the ability to track, with a high degree of accuracy ALL people in a stadium complex Less important as the majority of capabilities are IOT driven. Media Useful feature as part of Fan Engagement (note digital rights limit ‘live’ feed requirements) Required for Coaching both during an event and practice. Must be Live Media Required for monitoring fans. Must support live and stored media surveillance. Major revenue comes from media rights. Primary drivers are event live feeds, Jumbotron TVs, In-stadia screens and digital signage IOT Primarily a convenience aspect that allows fans to interact with facilities (commerce, parking, ticket purchase and mobile device) Required for athlete health monitoring and hence targeted at wearable IOT devices. Security is driven by the need to integration security personnel with surveillance and access devices. Cost savings are driven by creating an eco-friendly environment. Hence IOT devices around lights, escalators, doors, etc Commerce Primary aspect of Fan Experience is the ability and ease of making purchases in stadia. N/A N/A mCommerce, both sales and fulfillment must leverage IOT and Smart devices to give a better fan experience. Information Navigation, travel and future events all drive the categories of information needed to improve fan experience Health and Athlete data are critical to this consumer. This ties into IOT and Media driven by location and connectivity. Must have access to all information about anyone within or around the stadium, so must be able to track people. N/A In Stadium Users versus Features
  16. 16. Fan Experience
  17. 17. Fan Experience Component Overview My Team Media Streaming Smart Shopping Event Sales Smart Parking/Access Unified Control & Command Center End user Technology Platform IOTIntegration Facility ManagerAsset Manager Business/Pa rtner User Connectivity Smart Parking/Acce ss My Team Media Streaming Smart Retail Smart Sales Business Services Location/Reg istration Media Navigation Advertising Retail POS Payment Svcs IntegratedView Reports & Analytics Management Dashboard Maintenance Scheduling Location Smart Consumer Unified Mobile Devices DigitalFabric&OpenAppFrameworks Location Adaptive Services based on Location
  18. 18. Fan Engagement not Experience Customer (Fan) Engagement is unlikely to be driven by Venue. Instead Venues must look to ‘enhance’ mobile apps provided by the sporting franchise, airlines, event participants, etc) Fan Engagement Apps are predominantly marketing strategies that closely tie into mCommerce, whether that is ticket sales, merchandize products or other promotions. Fan Engagement marketing is driven by creating a closer 1-to-1 relationship with the fan. Key component to this is around video feeds, whether that is ‘live’ games or ‘replays’. The business model is primarily focused around out- stadia engagement. Fan Engagement also needs the ability to ‘enhance’ the existing capability for in-stadia experience. This is where Smart Stadium capability becomes dynamically added to pre-existing Fan Engagement
  19. 19. Athlete (Participant) Experience
  20. 20. Athlete Connectivity Options Network Location (WiFi/LTE) Bluetooth LoRa (Low Powered Wireless) ULE (Ultra Low Energy) GPS (Satellite) Communication (Athlete Data) Pros • Readily available. • Accessible by anyone through the right vendor/key • Multiple Channels • Connectivity controlled by gateway • Variable radius • Low Cost • Readily available. • Accessible by anyone with the right key. • Requires Beacons. • Useful for IOT devices • Requires portable receivers • Not suitable for Wide Area Venues. NA Cons • Overlapping channels limits # of users • Requires Internet connectivity • Limited range • Very limited # if connections • Fixed radius • Requires knowledge to use • Security issues • Requires Internet connectivity • Limited range • Very limited # if connections • Fixed radius • Not available to users • Requires Internet connectivity • Limited range • Very limited # if connections • Fixed radius • Not available to users • Requires Internet connectivity NA Location (Athlete) Pros • Uses Doppler analytics to locate device (very accurate) • Low Cost • Uses proximity to identify location • Uses proximity to identify location • Uses proximity to identify location • Uses Satellite location to identify location. • Readily available Cons • Requires Network Sync. (Hyper Sync) • Requires Deployable Receivers. • Only identifies proximity rather than location • Cost • Requires Deployable Receivers. • Only identifies proximity rather than location • Cost • Requires Deployable Receivers. • Only identifies proximity rather than location • Cost • Requires Deployable Receivers. • Requires GPS connectivity • Accurate to only 30-40ft depending on Satellite access • Very limited within buildings or underground.
  21. 21. Video Heart Rate Unified Control & Command Center End user Technology Platform IOTIntegration Facility ManagerCoach Medical Staff Connectivity Location Heart Rate Body Temp Activity Respiration Business Services User Data Media Heart Temperature Activity Respiration Location IntegratedView Reports & Analytics Management Dashboard Maintenance Scheduling Unified Mobile Devices DigitalFabric&OpenAppFrameworks Body Temp Activity Respiration Location Smart Athelete Video Participant Data Athlete Tracking and Healthcare
  22. 22. Smart Security
  23. 23. Security/Safety Security Scope and Needs Cloud MicroServices Security Cloud Security Alerts Microservices & IOT Cyber Security Data Lake Physical Security
  24. 24. Safety and Security Overview Smart Security Smart Emergency Services Unified Control & Command Center End user Technology Platform Orchestration& Integration Facility ManagerAsset Manager Business User HetNet Gateway Smart Elevator Smart Security Crowd Management Smart Emergency Services Business Services Contract On Board ICT Infra Mgmnt Bldg Mgmnt & Energy Security & Access Back Office Regulatory & Compliance Finance IntegratedView Reports & Analytics Performance Dashboard Maintenance Scheduling Unified Mobile Devices Management DigitalFabric&OpenAppFrameworks Fan Location Athlete Location Facilities Location Location Security Location
  25. 25. © 2016 WIPRO DIGITAL | CONFIDENTIAL 2525© 2016 WIPRO DIGITAL | CONFIDENTIAL thank you Clive Mitchell Global Chief Architect - Media and Telco Wipro Digital clive.mitchell@wipro.com

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