The document discusses how wireless networks can meet the needs of fans, businesses, and operations at events. It describes how social media and mobile device use is driving new demands. A case study of Cheltenham Festival is presented, where a Cisco wireless solution transformed the event experience through centralized management, reliable and scalable access, security, and benefits like improved data collection, retail opportunities, and photography/press support.

1. Meeting the needs of next generation
fans and business operations through
the deployment of a Wireless Network
UKVMA 23rd July 2013
The O2 Arena
Presenter: Richard Williams

2. Agenda
Introduction to GGR Communications
Transforming Technology Trends
New Business, User and Operational Needs
An Introduction to Wireless Networks
Case Study: Cheltenham Festival
Summary

3. GGR Communications
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Formed in 1994
Now part of GGR Communications Group structure
Cisco Premier Partner for 12 years
Specialisations in Wireless LAN, Unified Communications and
Security
Led by Double CCIE Managing Director
Privately Owned, Cash Rich, Debt Free
ISO 9001 Quality Accredited

4. Social Media and Mobile Device Proliferation
By 2015, there will
7.1 billion devices
on earth
The average user
has up to three
mobile devices
Mobile video
traffic will grow 35fold from 2010 to
2015
YouTube has 1
billion unique
monthly visitors
and 6 billion hours
of videos are
watched every
month
500 million photos
are shared and
uploaded per day
on social media
sites
16BN photos
shared on
Instagram
Daily active users
have reached 665
million
Monthly active
users have
passed 1.1 billion
for the first time
21% of the world’s
internet population
are using Twitter
every month
55-64 year age
bracket is the
fastest growing
demographic with
79% growth rate
since 2012.
70% of mobile
professionals will
conduct their work
on personal smart
devices by 2018
Over the past 25 years, the digital revolution has changed the way we
work and play almost beyond recognition. Yet the smart, interconnected
world we live in now is still neither as smart, nor as connected, as we
would like it to be.

5. Changing Needs
Meeting the demands of a new generation of fans
Fans want to share their experiences and interact with
their friends and the global fan community on social
media sites while they’re at the event, not after.
Business Needs are changing
Businesses need to simplify operations whilst reducing
expenses and support a larger number of devices.
Operational Needs Increasing
Ticketing and scanning devices now rely on a wireless
network, photography and press are sending larger files
and security needs are increasing at large events.

6. Wireless is now a necessity not a possibility
A decade ago, wireless networks were just beginning to appear on a
widespread basis. Getting a connection anywhere, anytime was a farfetched proposition.
With the social media and mobile device
proliferation, wireless networks are now
seen as a necessity not a possibility
Solving the challenges of insufficient wireless connectivity, Cisco has
innovated wireless technology to now extend real-time, reliable access
to applications and services to mobile devices.

7. Cheltenham Festival
How a wireless network solution transformed
the biggest horseracing event in the UK
Climax of the Jump racing season and the biggest week of
horseracing
230,000 spectators over the four days
5,000 staff for the festival
75,000 spectators on Gold Cup Day
27 races
£150M in bets placed

8. Wireless Airspace Usage
Neighbouring
businesses
Other 2.4G
spectrum users
Ticketing
and
Scanning
Press
Sponsored
Free Public
Wi-Fi
Security &
Police
Hospitality
BBC/Channel 4
On course
bookmakers
Ad Hoc wireless
devices
Individual
Sponsors
requirements
TOTE

9. Cheltenham Festival Wireless Needs
Complete Airspace
Management
Detection of
Rogue Access
Points
Free Public Wi-Fi
Reliable and
Scalable Network
Branded Wi-Fi for
sponsors
Capture of data
Bandwidth
Management
Increased Revenue

10. The Solution for Cheltenham Festival
Cisco Wireless LAN Controller
• Complete airspace management through once central system
• Creates a reliable and scalable network
• Flexibility to configure wireless policy, management, or security
settings at any time through centralized provisioning and
management
• Faster response to business needs
• Wireless intrusion prevention system capabilities
• Network-wide quality of service for voice and video
• Bandwidth management to prioritise traffic
This addressed and achieved all the Jockey Club’s requirements
for Cheltenham Festival

11. Wireless Access Points at Cheltenham
The
Grandstand
Hospitality
Tents
Security
Office
60 Cisco
Access
Points
Across the
Venue
Turnstiles
and
Ticketing
Restaurants
and Bars
Centaur Hall
Private
Boxes
Press Room

12. IT/Technical Benefits

13. End User Benefits
Enhancing the end user experience…
Use of free public Wi-Fi
Public Wi-Fi available throughout the
racecourse
Reliable mobile connectivity
No downtime during the 2013
Cheltenham Event
Share the experience
Access to social media sites to
share experience, updates and
pictures
Access to online betting provided by sponsors
Sponsors could create access to betting portals on certain
areas of the Wi-Fi

14. Business Benefits
Increased revenue
Attracting other events to increase revenue
outside of the main racing days.
Retail Opportunities
Promote merchandise sales through shop
website
Strengthened relations with sponsors
Branded messaging and data capture
Tailored Advertising
Tailored messaging to select audiences
Collecting Marketing Data
Collect users information through the login
phase of the public Wi-Fi offering
Create competitive advantage
Giving your fans the best experience to enjoy every event

15. Operational Benefits
Photography and Press
Photographers and press were able to send large files, instantly across
the wireless network back to their HQ for instant release. Bandwidth
managed by WLC and onsite support from GGR.
New bandwidth requirements – 30Mb internet with ability to flex to
100Mb
Ticketing and Scanning
Higher reliability physical access control with minimal downtime
Police and Security
Access to the wireless network in allocated security areas

16. Summary
• Changing technology trends have changed end user, business and
operational demands
• Wireless networks are now a necessity not a possibility
• Solution: Wireless LAN Controller
• Benefits include:
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Enhancing end user experience
Increasing revenue and competitive advantage
Simplified Management
Reliable physical access control