NEW MEDIA IN SPORT (Mobile World Congress 2011)

NEW MEDIA IN SPORTS
Wowing today’s sports fans - profitably

February 2011
Atos, Atos and fish symbol, Atos Origin and fish symbol, Atos Consulting, and the fish itself are registered trademarks of Atos Origin SA.
© 2011 Atos Origin

Presenter

» Name: Miguel-Angel Morcuende
» Role: New Media Director
» Location: Madrid/Paris
» Mail: miguel.morcuende@atosorigin.com

2 wowing today’s sports fans - profitably © 2011 Atos Origin MIGUEL-ANGEL MORCUENDE

Agenda

What it is
Why you need it now
What it provides, how it works
Where is it implemented
Demo


VIDEO
(From Broadcast to New Media)
http://www.youtube.com/watch?v=PYSR3NJ3Auw&feature=player_embedded


From «Broadcast» to «New Media»

ITcasting


Agenda

What is it
Why you need it now
Demo


Think back. Think forwards
Transform to Succeed

Now…
100
YEARS AGO 50
YEARS AGO 5
YEARS AGO
» Location-specific
» TV brings sport into
» Time-specific the home » Catch-up on the
» Local teams – local fans move
» One broadcast
choice » More channels –
more choice


Now!

ANY SPORT
INTERACTIVE
ANY EVENT
RICH-MEDIA
ANY TIME
SOCIAL
ANY DEVICE


Why Now?

TECHNOLOGIES PEOPLE GLOBALIZATION

» Universal fixed and » Sports experience and
mobile internet access » High expectations of branding becomes global
» Digital TV - from digital media quality - just think “Brazil”
broadcast to “IT-cast” » Changing digital habits » Players and play
» Automated meta-tagging – choice in everything become completely
+ unlimited processing » Digitally interactive life- internationalized
and storage styles – no longer about » Digital delivery
» Technology barriers passive observation democratizes previously
dissolve marginal interests


Agenda

What is it
Why you need it now
Demo


Business Opportunities

MEDIA COMPANIES
» Package and repackage content
automatically for continuous resale
» Exploit archive and current material –
and “sports futures”
» Ongoing, smart advertising
» Automate content packaging right
down to individual customer
Working
TELECOMMUNICATIONS COMPANIES in agile,
» Both telcos and MVNOs can offer
creative and
differentiated sports media services dynamic
» Sports media services become both a
platform for new revenues and loyalty
partnerships
mechanism

SPORTS ASSOCIATIONS AND RIGHTS HOLDERS
» Opportunities to take ever-greater
ownership of consumption and
commercialization of your specific sport
» Opportunities for new business exist
with all rights holders –these include
betting companies, events organizers
and leagues


Overcoming Hurdles

Monetization Digital Rights Management

» Massively interconnected chains of » This is a labyrinth from the start:
payment challenge traditional » The media companies have rights
business thinking » So do the broadcasters
» And the sports associations
» How do you automate handling
» The clubs - and the athletes
billions of micro-transactions?
» The Internet is changing the rules
» How do you manage payment and
» Success in New Media in Sports,
complex revenue share?
means managing this landscape with
efficiency and precision

Fortunately Fortunately
Atos Origin knows how Atos Origin knows how


The New Marketplace
Long Tail Monetization


NEW MEDIA in action with Atos Origin

Automated control over meta-data is at the You must have a clear and accurate picture of
heart of the business and technical model in trends and usage. We will ensure that all
New Media for Sport. professional profiles within the client
With each engagement, we identify the relevant organization get the intelligence they need to
approach and action it. craft new and profitable services.

The Atos Consulting New Media team and R&D The infrastructure model is critical for you, for
units will share our experience fully, helping you your partners, and most important for your
identify immediate new media opportunities and customers. We will make the infrastructure you
prepare longer term strategies. need available, providing cloud-based
resources as a means of avoiding capital
expenditure.

Atos Origin is Europe’s leading provider of
transaction processing services. Not only can
we manage all billing and CRM, however. Out New media success is about action, and we will
High-Technology Transaction Services can work with you to prepare actionable business
manage and map the automated tracking of implementation plans. These will cover the full
user-clicks and the associated delivery of spectrum of requirement, from acquisition and
content and advertising. distribution right through to billing and CRM.


White Label Webcasting Platform
From R&D to an Innovative offering

OBJECTIVES: My eDirector 2012 (Partners)
» Personalised TV
» Automatic selection /
recommendation of camera and /
or event

CHALLENGES:
» Real-Time person recognition
and tracking
» Identification and tracking of
specific athletes
…allow viewers to select an athlete or point of interest
» Live TV distribution over In the coverage of large sport events such as
different media (WebTV, IPTV, London 2012 Olympic Games
etc.)


AudioVisual Annotation

This is a video created by My eDirector 2012 team that works on AV analysis. SIS data is
fussion with face recognition and OCR in order to recognised and track atheletes.

Recommender System


5.000 m. walk ongoing
VIEWER (WATCHING)

VIEWER (NOT WATCHING)

What actually happens in the
Olympic Games


Agenda

What is it
Why you need it now
Demo


Microsite & Player


Agenda

What is it
Why you need it now
Demo


Recommender System


Wowing today´s sports fans Smart replay – fans enjoy their
personal favorite moments again
and again – in slow-mo – from
Choose your preferred Preference tags let different camera angles.
experts and commentators. fans track individual or
team performance.

Access easily navigable,
context-sensitive sports
archive information.

User-driven advertising
and sponsorship links.

Sports fans select from
multiple events and multiple
viewpoints – from any fixed Fans hook up – the new media
or mobile device. sports experience is not solitary.

When you engage with Atos Origin for new media in sport Personal set-up for
services, you gain a platform for highly differentiated sports language, colors,
positioning. This will lead to increased revenue and a sounds and icons.
heightened profile as a new media player.


Major Events Olympic Data Feed (ODF)

Support data Using our meta-data expertise
 Event Information Description event
Real-time data: Beach Volleyball
 Event Description
 Discipline Code Each discipline has specific info
 Start Date/Time
 End Date/Time Action: Attack, Spike, Dig, Serve,
 Status (Planned, In Progress, Official, Canceled) Block, No Action
 Participant Information (Athletes, Officials, Teams) Result: Continue, Fault, Success,
 Name Ace, Time Out, Opp Error,
 NOC Team Fault
Athlete
 Discipline Rally
 Gender Set
 Team athletes and officials (in case of team) Score
 Horses
 Name
 NOC
 Results (discipline dependent)
 Rank
 Time
 Score
1.500.000 messages @ Beijing 2008

Architecture
IBC Hosted

Signal Up to 12 events channels:
40 H264 40 channels · Internet qualities
channels Internet qualities Adaptation · Internet protocols
Trans-coding
Server · + Metadata

External Video & Advertising
· Internet qualities RHB
· Internet protocols

IDF

Atos Origin Hosted
Widgets
IDF Competition widgets
generation

Broadcaster Competition
Player Customized
CDN
Customizations Internet Customization Player and per RHB
Tool Results Internet Browser
RHB Competitions widget
Internet
Distribution News widget
Content Social sharing
Contents Internet Management News & background widgets Preferences
System
RHB

Player Activity
QoE
QoE Stadistics Internet
RHB

RHB


Proposition

My eDirector Functionality?

Disclose Olympics Metadata (database)?

3 Screen Video Platform strategy?
» Online?
» Mobile?
» IPTV?

Payments Solution Suite?


Why?
Atos Origin
Join Key Competencies in Sports….
Atos Origin to support clients to develop Social
Sports Community through personalized/interactive
live media streams by introducing …

The My e-director service (e.g. for upcoming London
Olympics)
» Context-Aware and Personalized Media
Streaming Environments
» User defines profile of interest on web (e.g. long
jump, favorite contestant, any event with a
potential world record, etc..)
» Based on profile, live streaming webTV platform
presents favorite live streams
» Live feeds are selected base on real-time data
generated by Atos Sports Information System
and data generated from live video analysis

…. to Generate Profitable Growth

Why?
Atos Origin
Join Key Competencies in Sports….

Introduced in Spain with a major broadcaster for the
Vancouver Olympic Games; Atos Origin is introducing
the service for the world market in 2011

Benefits

» Create Sport Community
» Generate Buzz around a major event -> Traffic
» Increase User Interaction (Social)
» Build on New Media experience: make sports
more attractive for audience
» Profitable Growth

…. to Generate Profitable Growth

Our Solution, Your Benefits
YOUR BUSINESS CHALLENGE
You need to power your media assets to be competitive in the global digital economy.

What we can do for you How your will benefit How your will benefit

» We provide a fully managed » Empowering your Business » Always have access to the
media environment, offering and Branding latest state of the art
processing, storage, technologies
» Scalability, Robustness and
transaction processing, Responsiveness » Build and deliver sustainable
dynamic delivery, publishing, models for content
distribution, advertising and » Access to the latest Digital
Media technologies and monetization
analytics.
thinking, without the » Gather the most advance
» Leadership, with greatest investment burden technical solutions for
scale and continuous delivering personalised and
innovation working with » Smooth and secure transition
attractive content
industry leaders from current models
» Syndicate and distribute
» We can delivery solutions » Productivity, easy to use
tools, turnkey capabilities content and video through
based on best in class third party sites and social
products -either external or in » Built on open standards networks
house
» Improved branding

Cost-effective Productivity Branding / Leadership


A serious track record

Atos Origin is the official IT Partner to the Olympic
Games. We make sure every edition of the Games is
better than the last.
Our experience speaks for itself:
» Beijing - delivering the greatest ever digital sports
experience to 4 billion fans without a glitch
» All live results delivered within 0.3 seconds – with full-
access to comparative historical and archive data

“Atos Origin, our long-term partner, is the Today people expect more content and more details about
events as they happen. Through the IT infrastructure that
brains behind the operation for the Olympic Atos Origin has designed, built and operated during the
Beijing 2008 Olympic Games, the competition results have
Games, consistently delivering on schedule been viewed and read by more people and on more
and within budget.” channels - web, mobile phone and TV – than ever before.

Jacques Rogge, President of the International Olympic Committee.


Next steps

» New Media in Sport is about wowing the fans
» It’s about robust and executable business models
» It’s about having the best technology partnerships in place
» Join us in the sand pit

We are ready for the starting pistol
Are you?
Bang!


Thanks...


we hope you can join us ...
Miguel-Angel Morcuende
+34 91 214 9003
+34 639 160 344
miguel.morcuende@atosorigin.com

Atos Origin
Albarracín 25
28037 Madrid - España
www.es.atosorigin.com


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