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the  STADIUM  BUSINESS     
a n d    T h e   
t e c h n o l o g y   
o f    e n g a g e m e n t
COCHRANE
a s s o c i a t e s
cochrane.org.uk	

ca-global.org
Peter Cochrane
You are selling emotional bits
a  very  long  history
Not much has changed ?
View	

Food	

Entry	

Clubs	

Drink	

Boxes	

Seating	

Control	

Franchises	

Supporters	

Sponsorship	

Entertainment	

Or has it ?
The Spectacle	

Construction	

Globalisation	

Technology	

Outcomes	

Transport	

Variety	

!
!
!
THE  BUSINESS  MODEL
The few up front pay for the flight	

The many at the back are ballast	

!
Know and look after the few	

Adequacy for the many	

!
Many treats for the few	

Minimal for the many	

!
Support for the few	

None for the many
Just like an airline?
positive  engagement
Everyone pays (more) for the flight	

Everyone is known and looked after	

Treats for all as per need	

Support for all Making everyone feel loved !	

Making every fan a part of the club !
More from and for less or the same
Do  you  SEE  A  MASS  MARKET  ?
Disconnected individuals ?
or  a  market  of  one  ?
Networked 	

individuals and	

connected groups ?
Do  you  SEE  A  world  beyond
Seats, kit and apps?
Are  you  leveraging  what  is  available
Apps and data ?
Exploiting technologies ‘for free’
to look after, anticipate and meet 	

the needs of individual fans, and all 	

their friends and associates, before, 	

during and after the game…whilst propagating the
emotional bits - raising expectation and excitement.
Do  you  see  networks  of  Interest  groups
Who share everything !
Something to 	

be leveraged !
The  screens  of  life
The fight for eyeballs and attention span !
A  view  of  universal  change
Multi - Media Rules !
simultaneous  screens  &  Audio
Multi - Media &Tasking the new norm !
Working, watching, listening and playing at the same time….
Multi-engagement
Coping with complexity!
Symptomatic	

of information	

overload and	

not some 	

form of attention 	

	

 	

 	

 	

 deficit disorder	

A different 	

expectation!
Business  is  changing  fast
We sometimes have to accept the counterintuitive !
What we considered to be impossible,
or very risky in the past is now	

being rendered safe and good	

practice by the enabler of	

technology - and we have to be	

prepared to change - to try the	

things that we once avoided….
In the past it was always the young and the new 	

who watched and followed the old to learn the ropes 	

of a new business - today it really is worth the old tagging	

along with the young and the new to learn new tricks - and 	

to gain a broader perspective of what might be - and what is now possible!
CusToMer  base  CHANGE
The old and old of mind are dying 	

and/or being marginalised
‘The young, and young of mind, expect 	

much more for the same or less’
role  reversal
Full of tech wisdom - now teaching the old - and your future customers !
R&D Defence Industry Consumer
School	

➡	

College	

➡	

University 	

➡	

Computing
role  reversal
Full of tech wisdom - now teaching the old - and your future customers !
R&D Defence Industry Consumer
Defence ⇐ Industry ⇐ Consumer ⇐ R&D
Computing	

➡	

School	

➡	

College	

➡	

University 	

➡	

Computing “Specialised”
The  world  is  no  longer  simple
It is connected, complex, and non-linear !
Complexity is a key feature of the universe - all life forms - and now all business	

Technology and people are engineering complexity - its expanding growth & spread	

At a fundamental level we don’t understand it - we have no generalised mathematics	

At a business level we have to embrace and leverage it - or loose money & risk extinction	

Computer modelling, war gaming, and decision support are essential - along with big data	

We need a symbiotic relationship with our technology to be successful - AI is a key component
Change  is  not  a  constant
It is exponential !
Top 10 jobs in 2010 did not exist in 2004	

1 in 4 have only been in their job for 1 year	

Average manager dwell time is < 2.5 years	

Average worker dwell time is < 5 years
Almost all of the key
technologies and apps you
now take for granted did
not exist 10 years ago
Exponential
What does it mean ??
More data/information will be generated this year	

than in the previous 5000 !
…and the year after that	

…and the year after, after that	

…and the year after, after, after…
Loyalty  and  lock-in
Branded technology: pre-loaded, fast and useful !
BIG  +  META-DATA
A modern market of one !Who	

What	

When	

Where	

Friends	

Domicile	

Opinions	

Influence	

Networks	

Movement	

Behaviours	

Employment	

Relationships	

Demographic	

Clubs	

Travel	

Status	

Music	

Family	

Sports	

Politics	

Reading	

Hobbies	

Ethnicity	

Interests	

Pastimes	

Education	

Behaviours	

Associations
anticipating  need
Creating and satisfying desire - never to disappoint
Beyond notifications, fixtures,	

replays, team details, statistics	

and special offers: PRE -SELLING
Technology
A very small sample to be aware of…
No spoofs, magic, or ‘wires around the back’
- only real and working stuff - game 	

changers available now or 	

coming very soon!
THe  Cloud(s)
Plural not singular because the internet won’t scale!
P e r m a n e n t 	

Tr a n s i e n t 	

M o b i l e 	

Open	

Closed	

Visible	

Invisible	

P e r s o n a l 	

C o m m e r c i a l 	

G o v e r n m e n t 	

Local,Global
People,Things
Vehicles,Home
Office.Campus	

Town,City	

Region,Country	

ZeroInfrastructureNets
AnonymityWorking
EmbeddedSecurity
Auto-ImmuneSystem
the  rise  of  the  Connected  
The new modes and expectations are not an accident !
Speed	

of 	

Change
Adaptability	

and	

Flexibility
New	

Technology	

Entries	

Competition
Growing	

Global
Market	

Threat	

Ecological	

Humanitarian	

Demands
BYOD	

BMOB	

OPEN	

APPS	

Social	

Mobility	

BIG	

Data
Networks  without  infrastructure
Beyond 3,4,5,6..G and WiFi
Direct device to device,	

and thing to thing,	

communication at	

will - free of cost	

or control…will	

power the ‘Cloud	

of Things’ as well	

as peoples…
3,4,5G nets	

cannot support	

the demands of	

future traffic and	

logistic networks…	

but vehicle to vehicle	

systems can…by providing	

the most efficient and relevant	

linking of users reporting their status	

and sharing local/pertinent information 	

vehicle  to  vehicle
people  to  people
IBM  WATSON
General knowledge +++
Deep Blue beats world chess champion Gary Kasparov 1997	

Watson general knowledge Jeopardy champion 2011	

Watson moves into medical diagnosis trials 2012	

Watson adopted by medical profession 2013	

Watson APIs made public as an App 2014	

Watson Call Centre trials 2015 ???	

Yet To Come ??
Truth Engine	

Search Engine	

Voice Search	

General Analytics	

Personal Assistant
Augmented  Reality  Viewing
Remote cameras covering every angle
Watch that goal, that try, that touch down from
every and and seat in the stadium in real or
relive the moment(s) & angles delayed time
Have all the vital info and
data available at a click
throughout the game
More empowering than
anything we have
had before
THE  future  of  computing Personal not Corporate
Unacceptable  
Ineffective and unuseful IT Dept’s
Fixing hardware,
Software, Nets,
and Security is
no longer key!
BIG DATA
Modelling
Decision
Suppor t
are now
primary !
Wasted
Resource !
You get
far better
by
outsourcing
BMOD
BMOB
T h e y c h o o s e a n d
purchase their own
Apps, Hardware, and
fund their own ISP and
security…	

!
Thinking, working & acting
differently...
new  workforce
Working on the fly!
new  workforce
Tech savvy, fully equipped…
No time for rules,	

constraints of the 	

past, Security or	

IT Departments…
They see social
networking is a
vital a tool...
…as is their personal
choice and preference
for specific equipment,
apps, web sites and	

ways of working...
...they don’t
eMail, theyTXT	

and IM !
...they don’t
conceal or
hide they
share !
new  workforce
No loyalty or allegiances, driven by pure interest !
Doing what you have always done but more
efficiently will not work - attitudes, working 	

and operational practices, have to change 	

if you are compete on the world stage ...
CHANGE  IS  NOT  OPTIONAL
It is essential!
What we know for sure....
In the next phase the winning companies and countries
will have taken risks, and dared to be different...	

...very different...
THE  Future
Belongs to those who dare to be different
Thank You
ca-global.org

cochrane.org.uk
COCHRANE
a s s o c i a t e s
For supporting publication and presentations GOTO: www.cochrane.org.uk
Slide Sets also available via: http://www.slideshare.net/PeterCochrane

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The Stadium Business - Technology of Engagement

  • 1. the  STADIUM  BUSINESS     a n d   T h e   t e c h n o l o g y   o f   e n g a g e m e n t COCHRANE a s s o c i a t e s cochrane.org.uk ca-global.org Peter Cochrane You are selling emotional bits
  • 2. a  very  long  history Not much has changed ? View Food Entry Clubs Drink Boxes Seating Control Franchises Supporters Sponsorship Entertainment Or has it ? The Spectacle Construction Globalisation Technology Outcomes Transport Variety ! ! !
  • 3. THE  BUSINESS  MODEL The few up front pay for the flight The many at the back are ballast ! Know and look after the few Adequacy for the many ! Many treats for the few Minimal for the many ! Support for the few None for the many Just like an airline?
  • 4. positive  engagement Everyone pays (more) for the flight Everyone is known and looked after Treats for all as per need Support for all Making everyone feel loved ! Making every fan a part of the club ! More from and for less or the same
  • 5. Do  you  SEE  A  MASS  MARKET  ? Disconnected individuals ?
  • 6. or  a  market  of  one  ? Networked individuals and connected groups ?
  • 7. Do  you  SEE  A  world  beyond Seats, kit and apps?
  • 8. Are  you  leveraging  what  is  available Apps and data ? Exploiting technologies ‘for free’ to look after, anticipate and meet the needs of individual fans, and all their friends and associates, before, during and after the game…whilst propagating the emotional bits - raising expectation and excitement.
  • 9. Do  you  see  networks  of  Interest  groups Who share everything ! Something to be leveraged !
  • 10. The  screens  of  life The fight for eyeballs and attention span !
  • 11. A  view  of  universal  change Multi - Media Rules !
  • 12. simultaneous  screens  &  Audio Multi - Media &Tasking the new norm ! Working, watching, listening and playing at the same time….
  • 13. Multi-engagement Coping with complexity! Symptomatic of information overload and not some form of attention deficit disorder A different expectation!
  • 14. Business  is  changing  fast We sometimes have to accept the counterintuitive ! What we considered to be impossible, or very risky in the past is now being rendered safe and good practice by the enabler of technology - and we have to be prepared to change - to try the things that we once avoided…. In the past it was always the young and the new who watched and followed the old to learn the ropes of a new business - today it really is worth the old tagging along with the young and the new to learn new tricks - and to gain a broader perspective of what might be - and what is now possible!
  • 15. CusToMer  base  CHANGE The old and old of mind are dying and/or being marginalised ‘The young, and young of mind, expect much more for the same or less’
  • 16. role  reversal Full of tech wisdom - now teaching the old - and your future customers ! R&D Defence Industry Consumer School ➡ College ➡ University ➡ Computing
  • 17. role  reversal Full of tech wisdom - now teaching the old - and your future customers ! R&D Defence Industry Consumer Defence ⇐ Industry ⇐ Consumer ⇐ R&D Computing ➡ School ➡ College ➡ University ➡ Computing “Specialised”
  • 18. The  world  is  no  longer  simple It is connected, complex, and non-linear ! Complexity is a key feature of the universe - all life forms - and now all business Technology and people are engineering complexity - its expanding growth & spread At a fundamental level we don’t understand it - we have no generalised mathematics At a business level we have to embrace and leverage it - or loose money & risk extinction Computer modelling, war gaming, and decision support are essential - along with big data We need a symbiotic relationship with our technology to be successful - AI is a key component
  • 19. Change  is  not  a  constant It is exponential ! Top 10 jobs in 2010 did not exist in 2004 1 in 4 have only been in their job for 1 year Average manager dwell time is < 2.5 years Average worker dwell time is < 5 years Almost all of the key technologies and apps you now take for granted did not exist 10 years ago
  • 20. Exponential What does it mean ?? More data/information will be generated this year than in the previous 5000 ! …and the year after that …and the year after, after that …and the year after, after, after…
  • 21. Loyalty  and  lock-in Branded technology: pre-loaded, fast and useful !
  • 22. BIG  +  META-DATA A modern market of one !Who What When Where Friends Domicile Opinions Influence Networks Movement Behaviours Employment Relationships Demographic Clubs Travel Status Music Family Sports Politics Reading Hobbies Ethnicity Interests Pastimes Education Behaviours Associations
  • 23. anticipating  need Creating and satisfying desire - never to disappoint Beyond notifications, fixtures, replays, team details, statistics and special offers: PRE -SELLING
  • 24. Technology A very small sample to be aware of… No spoofs, magic, or ‘wires around the back’ - only real and working stuff - game changers available now or coming very soon!
  • 25. THe  Cloud(s) Plural not singular because the internet won’t scale! P e r m a n e n t Tr a n s i e n t M o b i l e Open Closed Visible Invisible P e r s o n a l C o m m e r c i a l G o v e r n m e n t Local,Global People,Things Vehicles,Home Office.Campus Town,City Region,Country ZeroInfrastructureNets AnonymityWorking EmbeddedSecurity Auto-ImmuneSystem
  • 26. the  rise  of  the  Connected   The new modes and expectations are not an accident ! Speed of Change Adaptability and Flexibility New Technology Entries Competition Growing Global Market Threat Ecological Humanitarian Demands BYOD BMOB OPEN APPS Social Mobility BIG Data
  • 27. Networks  without  infrastructure Beyond 3,4,5,6..G and WiFi Direct device to device, and thing to thing, communication at will - free of cost or control…will power the ‘Cloud of Things’ as well as peoples…
  • 28. 3,4,5G nets cannot support the demands of future traffic and logistic networks… but vehicle to vehicle systems can…by providing the most efficient and relevant linking of users reporting their status and sharing local/pertinent information vehicle  to  vehicle
  • 30. IBM  WATSON General knowledge +++ Deep Blue beats world chess champion Gary Kasparov 1997 Watson general knowledge Jeopardy champion 2011 Watson moves into medical diagnosis trials 2012 Watson adopted by medical profession 2013 Watson APIs made public as an App 2014 Watson Call Centre trials 2015 ??? Yet To Come ?? Truth Engine Search Engine Voice Search General Analytics Personal Assistant
  • 31. Augmented  Reality  Viewing Remote cameras covering every angle Watch that goal, that try, that touch down from every and and seat in the stadium in real or relive the moment(s) & angles delayed time Have all the vital info and data available at a click throughout the game
  • 32. More empowering than anything we have had before THE  future  of  computing Personal not Corporate
  • 33. Unacceptable   Ineffective and unuseful IT Dept’s Fixing hardware, Software, Nets, and Security is no longer key! BIG DATA Modelling Decision Suppor t are now primary ! Wasted Resource ! You get far better by outsourcing BMOD BMOB
  • 34. T h e y c h o o s e a n d purchase their own Apps, Hardware, and fund their own ISP and security… ! Thinking, working & acting differently... new  workforce Working on the fly!
  • 35. new  workforce Tech savvy, fully equipped… No time for rules, constraints of the past, Security or IT Departments…
  • 36. They see social networking is a vital a tool... …as is their personal choice and preference for specific equipment, apps, web sites and ways of working... ...they don’t eMail, theyTXT and IM ! ...they don’t conceal or hide they share ! new  workforce No loyalty or allegiances, driven by pure interest !
  • 37. Doing what you have always done but more efficiently will not work - attitudes, working and operational practices, have to change if you are compete on the world stage ... CHANGE  IS  NOT  OPTIONAL It is essential!
  • 38. What we know for sure.... In the next phase the winning companies and countries will have taken risks, and dared to be different... ...very different... THE  Future Belongs to those who dare to be different
  • 39. Thank You ca-global.org
 cochrane.org.uk COCHRANE a s s o c i a t e s For supporting publication and presentations GOTO: www.cochrane.org.uk Slide Sets also available via: http://www.slideshare.net/PeterCochrane