Post on 27-Jan-2015
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SPORTS IS CHANGING
We’ve recognized for several years that sport is part ofentertainment. The market now is really sports, fashion andmusic. We can’t expect to ignore reality and survive.
- Reebok president Robert Meers
THIS IS ONE FACE OF THE INDIAN YOUTH
NEARLY 6 OUT OF 10 INDIANS IN 2015 WOULD HAVE BEEN BORN IN POST-REFORMS INDIA.
We don’t have baggage of savings v/s consumption
INDIAN MARKETS FOR ALMOST ALL CATEGORIES WILL STAY VIBRANT FOR THE NEXT DECADE.
Even China has an aging population.
STRONG NEED TO CREATE THEIR ‘OWN SPACE’ THROUGH INTERACTION & PERSONALIZATION
We are in socially integrated india?
THE NEW MANTRA : ‘COMMUNICATE, SHARE AND CONNECT
Blogs and social communities are
the strong influencers
SPORTS PREFERENCES IN INDIA
Source: TAM, Universe: Urban India, 400 million individuals in cable and satellite homes
Average % of universe watched full sport telecast
10.8210.25
4.75
2.60
1.10
0.32 0.15 0.05 0.04 0.03 0.010
2
4
6
8
10
12
T20 Cricket
World Cup
07
World Cup
Cricket 07
IPL 20-20 Test Cricket FIFA World
Cup 06
Olympics
2004
Wimbledon Formula
One
Premier
Hockey
League
EPL Winter
Olympics
2006
TR
Ps
NEW SPORTS CONSUMPTION ECO SYSTEM IN INDIA
Consuming sports
Mobile on the move
Score updatesLive commentaryVOD highlightsAction clipsLive match
Enhanced viewing experienceMultilingual commentaryMultiple camera anglesVOD (highlights)
past future
Live streamingHighlightsScore updates
Internetin office/home
TV at home/Sports Bar
Live Event
TV – home
Radio
Internet – Web .1
Consuming sports
Live Event
TV – home
TV – Sports Bar
Theater
Internet – Web .1
Internet – Web .2
Radio
Radioin office/home
HighlightsScore updates
Past Trends sports consumption
Live Event
TV – home
Radio
Internet – Web .1
Present Trends sports consumption
Live Event
TV – home
TV – Sports Bar
Theater
Internet – Web .1
Radio
Future Trends sports consumption
Live Event
TV – home
TV – Sports Bar
Theater
Internet – Web .1
Radio
Internet – Web .2
NEW SPORTS CONSUMPTION ECO SYSTEM IN INDIA
SPORTS ENGAGEMENT IS THE WAY FORWARD
DisengagementEngagement
Trustworthy
Civic
Positivity
Makes me Smarter
Routine Relaxation
Negativity
Hype
Same program
Selective Surfer
Hype
THE FANS CONSUMPTION HABIT
Purchasers AdoptionPromotion & Media
Distribution Channel
Product Pricing Facilities Competition Exchange Employees
Customers Loyalty Owner pays Static Adapted Single priceOwner buys builds own
facilities
Individual branding in competitive
markets
economicContractual
power favors owners
Fans IdentificationFans,
Sponsors, & Media pay
Mobile GlobalFan pays extra for right to buy
tickets
Government (taxpayers) pay
for facilities
Monopoly power
socialContractual
power favors players
78 PERCENT OF THE CUSTOMERS TRUST PEER RECOMMENDATIONS …. ..ONLY 14 PERCENT TRUST ADVERTISEMENT
Is word-of-mouth marketing a
winner?
34 PERCENT OF BLOGGERS POST OPINIONS ABOUT PRODUCTS AND BRANDS
Am I part of the opinion list?
MOST TRUSTED SOURCE OF INFORMATION ABOUT A COMPANY IS STILL PEOPLE LIKE ME. I CREATE CONVERSATION ONLINE WITH A LIKE MINDED PEOPLE
Do you understand my
value?
FACEBOOK USERS SPENT AN AVERAGE OF 4 HOUR 39 MINUTES ON SOCIAL NETWORK IN JUNE 2009.
Do Saas-Bahusagas get this kind
of attention ?
TWITTER WOULD BE THE LARGEST BAR IN THE WORLD WHERE PEOPLE COME AND MEET TO CHAT OVER ALL KINDS OF TOPICS
Am I the topic of discussion?
APPROXIMATELY 19 PERCENT OF ALL TWEETS MENTION AN ORGANISATION, BRAND OR PRODUCT
Where is my brand on twitter?
MORE THAN 25 PERCENT OF THE SEARCH RESULT ON GOOGLE FOR THE WORLD LARGEST BRANDS ARE CGC*.
*Consumer generated Content
Are my fans blogging?
TIME SPENT ON THE SOCIAL NETWORK AND BLOGS IS GROWING THREE TIMES FASTER THAN THE OVERALL INTERNET RATE.
Where is my blog?
BUSINESS OF SPORTS
Sponsor Sponsee PlatformConsumer Fan
Sponsor Sponsee PlatformConsumer Fan Platform
• Interaction• Value creation• Continuous experience
Business of Sports 1.0
Business of Sports 2.0
LINEAR VALUE CHAIN - SPORTS 1.0
Format
Rights Raw video
Edited video
Video on a channel
+ads packaged
Video on transport
Video in the consumers home
Content owner: Producer:-Endemol-Eyeworks-IPL -ICL
Packager:-ESPN-Star Sports
Carrier: -Tata Sky-Big TV
Consumer
License fee Development fee Distribution fee Subscription
VALUE CHAIN – SPORTS 2.0
Format
Rights Raw video
Edited video
Video on a channel
+ads packaged
Video on transport
Video in the consumers Home , officce, on the go..
Content owner: Producer:-Endemol-Eyeworks-IPL -ICL
Packager:-ESPN-Star Sports
Carrier: -Tata Sky-Big TV
Consumer
Video on Consumer Device
Media and sponsor rights are expensive but consumer generated content is free. The media can fight over content, internet rights but cant control content sharing. Content sharing is unstoppable: billions of mobile cameras has a power to share raw video in real time. Content is free, other value model can be charged - Branding, finding & sharingShare the live sport!
Video Sharing
Live cast conversion
video originating
from source
Live cast conversion and sharing
Live Sports
INVOLVED ATHLETES. ENGAGED ATHLETES.
Gilbert Arenas, who was pretty much the first sports superstar to have a very popular blog, Shaquille O’Neal, who is on Twitter and has over 21,000 followersYardBarker also does a good job with its pro athlete blogs
social media tools can be effective at connecting athletes with fans, generating buzz and helping fans really get to know athletes.