2014 incheon asian game smart sustainable mega sport event
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Transcript of 2014 incheon asian game smart sustainable mega sport event
© 2010 Cisco and/or its affiliates. All rights reserved. Cisco ConfidentialPresentation_ID 1
2014 Incheon
2014 Incheon Asian Games differentiation, infrastructure operation/for-profit service model development proposal
Cisco Services APACMarch, 2011
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Executive Summary
Differentiated services offering
1
For-profit model development
2
Sustainable operation plan
3
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• Ultra high definition & borderless video conversation • Multi-language video translator
Differentiated services offering
1
Executive Summary
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• Maximization of post-AG stadium usage• Utilization of all the available tangible/intangible property • leverage of non-sports area
For-profit model development
2
Executive Summary
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Sustainable operation plan
3
integratedmanagementinfrastructure
automated day/night
surveillance
integrated video management/
operation structure
facility management
DB interface
• operation efficiency enhancement• operation cost saving
Executive Summary
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Contents1. Spread effect of mega sports event
2. Local public sports facilities operation
3. Overseas cases
4. Stadium operation & for-profit model plan
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Contents1. Spread effect of mega sports event
2. Local public sports facilities operation
3. Overseas cases
4. Stadium operation & for-profit model plan
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Spread effect of mega sports event
social /cultural
area positive spread effect negative spread effect
• increased interest in local events & heightened local participation
• strengthened local tradition & value
• commercially oriented event distorting original purpose
physical • construction of new facilities
• local infrastructure improvement
• environmental degradation
• congestion
political
• heightened international recognition
on local value
• enhanced political value by residents/
government
• labor exploitation of local residents
• politically directed event distorting original purpose
commercial• Increased tourism activities
• Increased local investment & commercial
activities
• possible criticism from outside due to lack of event preparedness
economic • consumption increase, job creation• inflation / speculative investment in real-estate
psychological • strengthened community spirit • defensive attitude towards local citizens
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1984 LA Olympic Games
USD 2.3 billion
1996Atlanta Olympic Games
USD 5.1 billion
2000Sydney Olympic Games
USD 6.5 billion
1988Seoul Olympic Games
USD 2.6 billion
• 2002 Korea-Japan World Cup: 4 trillion won of value added
• Image enhancement for hosting nation/city, Nation’s international reputation improvement
• Contribution to national/local development
Spread effect of mega sports event
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Contents1. Spread effect of mega sports event
2. Local public sports facilities operation
3. Overseas cases
4. Stadium operation & for-profit model plan
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Facility Seoul Busan Daegu Incheon Gyeonggi Jeju
Track and field stadium 3 3 3 3 30 12Soccer field 56 15 12 9 75 20Hockey field 1 1 1 1 2
Baseball field 6 2 3 2 8 2Cycle stadium 1 1 1 1 1
Tennis court 48 3 10 4 84 4Korean wrestling stadium 1 1 1 1 3 1
Temp play ground 1,669 454 218 340 1,759 140Gym 88 11 13 11 80 18
Ball game gym 14 5 3 6 48 13Martial arts gym 4 2 4 1 2 1
Physical training gym 70 4 6 4 30 4Swimming pool 76 2 11 6 40 2Roller skate rink 14 9 1 6 13 1Shooting field 1 1 1
Traditional archery field 8 2 2 7 31 2Archery field 1 1 1 1 3
Horse-riding filed 1 2 1 Golf course 20 1 1
Rowing/canoe facility 1 1 Yacht facility 1 1
Ice rink 4 1 1 6
Domestic public sports facility operation status
It is a general term for a sports facility that has been built, operated and maintained with the budget funded by the central government , local government or public agency to encourage the general public to take part in sports activities in a proactive & sound manner.
What is public sports facility ?
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IndexConstruc
t cost2004
revenue2004
spendingDifference
Seoul 203,300 11,759 6,248 5,511
Busan 226,818 655 2,743 -2,088
Daegu 283,600 256 3,448 -3,192
Incheon 328,218 1,723 4,470 -2,747
Kwangju 158,788 220 1,794 -1,574
Daejeon 121,700 416 1,530 -1,114
Ulsan 151,420 1,806 2,923 -1,117
Suwon 252,277 3,879 5,311 -1,432
Jeonju 136,875 560 1,888 -1,328
Seogwipo 112,500 290 742 -452
Total 1,975,491 21,564 31,079 -9,533
Domestic public sports facility operation status
Revenue/expense of public sports facilities in Korea
Operation of Sangam & Suwon stadiums
(unit: million won)
Sangam SuwonItem
\203.3 billion \252.2 billionTotal budget
2001 Dec. 2001 MayStadium construction
completion
Retail store, movie theater, shopping
mall, sports sauna, wedding hall and
wedding reception, restaurant ,
hospital, pharmacy and stores, etc.
Sports center, drive-in theater, open
area restaurant, museum, wedding
hall, Suwon temporary Paldal gu
office, Suwon broadcasting station
etc.
Retail vendor
130 18Number of facilities
25 ~ 30 thousand 2 thousandNumber of daily average visitors
Lease \7.3 billionAdmission fee/venue rental fee \5.7 billion
Lease \1.4 billionAdmission fee/
venue rental fee \5.7 billion
2003 revenue
Operation cost \7 billion
Operation cost \4 billion
expense
\6 billion in the black \1.9billion in the redbalance accounts
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Contents1. Spread effect of mega sports event
2. Local public sports facilities operation
3. Overseas cases
4. Stadium operation & for-profit model plan
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Cases of post-event stadium usage
Calgary Olympic Games
• Saddle Dome foundation was established and its management committee consisting of city council members supports amateur sports with profits generated from year-round lease of facilities for concert, rodeo, circus, shopping mall, convention center & etc.• The government sold the rights of operation and management to CODA , improving community sports facilities and making profits.• opening/closing ceremony stadium: the business ownership of the stadium was transferred to Calgary university and facilities were repaired and remodeled to a football stadium, operating in the black.• Naskiska sky resort: It is popular as it offers various programs including winter sports& camping programs
The policy regarding the use of facilities after the Olympic Games was announced by holding ‘the international forum on Olympic stadiums build & operation plan.’
Beijing Olympic Games
• The swimming stadium is popular as citizen sports facility with various swimming programs, expanding the customer base to high-income earners.• The fitness club and banquet hall are run and various services are offered.• Due to popularity of the culture and sports center, a complex town equipped with culture, leisure & business facilities was built in a massive green area,
Yokohama Stadium • budget planning for citizen facilities to improve health of citizens• Average usage: 100 days per year
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VIDEO
FOOD
MERCHANDISE
Immersive HD video… Everywhere
Custom PremiumFan Services
Extend the Experience
WELCOME
IT-enabled additional services
VIP Room operation
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• information on products & foods available at in-stadium shops & restaurants
• foods & products ordering thru IP phone
• service improvement for luxury suite users with delivery service
Display #1
Display #2
IT-enabled additional services
VIP Room operation
• Luxury Suite(NY Yankees Stadium) deploy<live game broadcasting> <bullpen screen> <other stadiums’ game broadcasting>
Channel switching & food ordering
w/ Cisco IP phone
• control functions including channel switching & volume
adjusting thru IP phone’s touch panel
(diverse contents offering for luxury suite users)
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NBA Star Yao Ming
NBA Star Tony Parker
NBA Legend Magic Johnson
IT-enabled additional services
Fan meeting thru TP
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Contents1. Spread effect of mega sports event
2. Local public sports facilities operation
3. Overseas cases
4. Stadium operation & for-profit model plan
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Phase 1. Before & During Aisan Game
Phase 2. After Aisan Game
Why differentiated & sustainable operation model ?
Optimal operation infrastructure implementation & differentiated service strategies development1designing & building platform & infrastructure which enable smart services
Transition strategies development 2developing strategies in consideration of post-AG operation as well as the AG period operation. building service & infrastructure implementationstrategies for athletes’ village and stadiums
Sustainable operation strategies development3Ensuring sustainability of services for stadiums and athletes’ village thru green and Community Connect services
Eventcompletion
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Connected Stadium
Connected Residence
• sharing Cisco’s video-enabled infrastructure & services
Smart Connected Stadium
Smart Connected Data Center
Smart Connected Residence
• saving operation costs with green services & solutions
S + CC
• saving build & operation costs with Cisco’s integrated operation center infrastructure
Connected Data Center
Smart Connected model
• delivering differentiated & video-enabled services & solutions at anywhere, at anytime & with any devices
• efficiently developing services & optimizing operation costs with platform sharing
• ensuring sustainability with unified service provider & infrastructure operator
sustainable stadium operation model
S+CC services deployment into athletes’ village
• offering differentiated services during the AG period
• optimizing operation costs & maximizing profit thru post-AG services
• giving differentiated image to athletes with S+CC services offering during the AG period
• heightening brand image with consistent services offering
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COMMUNICATION
Phone
Data/Email/Fax
Call Center
1
2
3
4 Mobile
ENTERTAINMENT
Ticketing
Digital Video
Point-of-Sale
1
2
3
4 Event Promotions
OPERATIONS
Parking
Video Surveillance
Energy Management
1
2
3
Access Management4
Operation cost saving with integrated management
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New revenue-generating model development
Various sports marketing activities
Attracting retail vendors
• retail stores, movie theater, fitness center & etc.
Selling stadium property naming rights
• Stadium naming rights• station naming rights
Leasing stadium for events
• attracting games & events• cultural events(concert, opera & etc.)
Offering for-citizen services
• sports & entertainment services• other services for revenue generation
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20 slot19 slot18 slot17 slot16 slot15 slot14 slot13 slot12 slot10 slot9 slot8 slot7 slot6 slot5 slot4 slot3 slot2 slot1 slot
5분
/cy
cle
1 cycle
1~12 Cycle(1 hour BeforeGame)
13~48 Cycle(3 hoursDuring Game)
48~60 Cycle(1 hourAfter
Game)
Advertisement sale unit: Slot(15 seconds)
Advertisement during games(5 hours)
New revenue generation model
Advertisement profit from Digital Signage
Advertisement cycle of DMS (5 minutes)
Sponsored Zone screen(52” HD)Advertisement screen(52” HD)
A
B
C
D
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Public(common) service
resources pool
Network as a Platform
Incheon IDC Private IDC (A) Private IDC (B)
Dispersed Cloud data centers operation
CAPEX saving with public/private DCs
Service request
Service use
Service fee payment
Service request approval
Service management
service fee charging
• server• storag
e• netwo
rk
• software• application• center facility
IT resources
Service
AG games operation
headquarters
Development/test
resources pool
Backupresources
pool
IT operationmanager
(IDC)
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standard 1.“Future-oriented(2014) Network architecture design”
standard 2.
standard 3.
Redundancy available for fault tolerance Stable connection with stadium backbone DR center establishment: N/W architecture design
for business continuity Service continuity thru control room multiplexing
Optimal IP infrastructure design
CAPEX / OPEX saving
Considerations for IP N/W design
IP N/W design criteria
IP N/W Development
direction
Req. #1 Tech. Trend
convergedIT services
Req. #2 Mega IT Trend
Req. #3 Design Factor
1. Wired & wireless broadband network
2. converged services
3. Green by IT, Green of IT
1. Large-volume Geo, Information
2. Smart Phone, TV
3. Mobile, FMC
4. Virtualization
Structural features
1. resident & service features
2. stability
3. optimized operation
Wired backbone N/W capacity(ready for 40G, 100G) Wireless N/W preparation IPv6-ready devices deployment (IPV4 address
exhaustion in Jun. 2011)
“IP Network Convergence, Virtualization”
“Redundancy, 24x7 service continuity & stability”
implications Quadruple Play Service (QPS) over IP converged network, covering voice, video, data &FMC
Shared infrastructure thru virtualization for multi-tenant support & maximization of resource usage
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Differentiated high-tech athletes’ village services
Advanced security system
Virtual Concierge
Multi-language Home N/W
service
High-definition Video
call/conference
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Differentiated high-tech athletes’ village services
Advanced security system
Virtual Concierge
High-definition Video
call/conference
Multi-language Home N/W
service
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Differentiated high-tech athletes’ village services
High-definition Video
call/conference
Virtual Concierge
Multi-language Home N/W
service
Advanced security system
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Cisco’s consulting on operation/for-profit models
efficient sta-dium opera-
tion & for-profit model devel-
opment
IT Knowl-odge
Case Study
Sports / Entertain-
ment
Expertise
• Leveraging Cisco’s vast knowledge database • Leading IT standardization / Deploying future
technologies & solutions• Driving future IT trend
• Developing optimal operation models based on
local/overseas stadium operation cases
(Yankee Stadium, Dallas Stadium & etc.)• Developing for-profit portfolio models by utilizing
IT
and designing feasible architecture • Yankee Stadium, Dallas Stadium & etc.
• Stadium solution (Stadium Vision)• Various references • Experienced human resources
• Joint operation & service business model
development with partners
• Experienced consultants
• TFT setup with personnel from relevant agencies• Consulting team setup with personnel from Cisco & partners
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Cisco’s consulting on operation/for-profit models
Financially self-sustaining stadium operation
strategies
• Developing customer service portfolio by leveraging IT technologies • Deploying IT technologies for operation cost minimization • Strengthening marketing activities for increased stadium usage
Typical revenue generation models
• Stadium lease for games• Long-term stadium lease for professional
baseball/soccer games • Lease of in-stadium retail stores• Fence advertisement
Additional revenue generation model
• Outdoor media advertisement with LED, DMS
& digital devices• Facility upgrade including VIP room(Skybox)• Kid keeper service, kids play room operation & etc.• Stadium lease for events including concert, opera & etc.• Additional services offering to increase lease fees for
in-stadium retail stores
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Cisco’s consulting on operation/for-profit models
Offer a consulting service to develop a cost-saving model with efficient operation and management on stadiums and athletes’ village after a successful 2014 Asian Games hosting
Case study on
stadium/athletes’ village
operation
Draft model
development
based on local characteristics
Model
confirmationIT deployment
for model realization
Phase 1 review scope Phase 2 support scope
① Case study on stadium operation after local/international games/events
② Case study on for-profit models
③ Case study on operation budget sources
Execu
tion
p
hase
Main
activities
① Draft model development based on local characteristics and case study
② Final short-list development based on review of various for-profit models
① Final model confirmation based on operation/service models selected
① High -level architecture drawing for realization of confirmed model
② Design of main components
③ Detailed operation scenario development
④ Additional funding plan
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Thank you.