Image Processing Expertise - Actian · Title: Image Processing Expertise Author: Raghu Babu M...

1 Copyright © 2018 HCL Technologies Limited | www.hcltech.com1 Copyright © 2018 HCL Technologies Limited | www.hcltech.com

Neeraj SoniSenior Vice President, Customer Advocacy, Strategic Accounts

HCL Technologies


HCL Manchester United –

Background to Partnership

What it’s not?

Not the typical Branding and Sponsorship relationship.

Not an App or Website Delivery.

What it’s about?

Helping an iconic brand like Manchester United leapfrog into the Digital

Age.

Underpin Digital Transformation for the club through an Experience

Platform.


Roadmap for Experience Platform

Vested Partnership

• HCL as a Manchester United partner benefits from certain marketing rights

• As Digital Technology partner, HCL delivers transformation services

• Experience Platform and feature set is HCL’s own IP available for our customers/prospects

• Accelerator for other Sports, Broadcast and B2C organizations looking to enhance Brand or Consumer experience

Evolving Platform

• Continuous innovation on platform to add value to MU Business, Fans, Partners and Players

• WIP with addition of exciting features in the roadmap; underpinned by data and analytics

44 Copyright © 2018 HCL Technologies Limited | www.hcltech.com

MANCHESTER UNITED DIGITAL TRANSFORMATION CASE STUDY

ACTIAN HYBRID DATA CONFERENCE, LONDON

IAN FOX, HEAD OF MEDIA OPERATIONS

NOVEMBER 1ST 2018


Manchester United FC - A Long History


Largest Global Fanbase

659 million Manchester United followers worldwide

N. AMERICA

34m

S. AMERICA

37m

90mEUROPE

325mASIA

173m

MIDDLE EAST/AFRICA


Most Watched Football Club

Top Regular

Season match

in 2017

26.0m

Top match in

2016/17

122.7m

Finale

2017

16.5m

The Oscars

2017

32.9m

9 of the ‘all-time top 10’ Premier League broadcasts feature Manchester United


Multiple touchpoints – 150 M+ connections

across platforms

Over

150m+connections,

across 16 platforms

worldwide

Over

22.7Mfollowers

Over

15.3Mfollowers

Over

9.3Mfollowers

Over

6.7Mfollowers

Over

1.1 MSubscribers

Over

73.6Mfollowers

Over

20.9Mfollowers


Sponsorship & Partners


Digitally connecting across all touchpoints

Global fans &

memberships

B2B

sponsorships

& partners

Media &

Broadcast

Venue &

MerchandiseCommunity &

responsibility


A robust marketing platform, a portal for

everything

Bespoke real

time authoring

CMS

Deep analytics

across

enterprise

Single

integrated

platform

Live stat feeds

during match

experience

Scalable

Solution


Digital Journey | Enabling Club Objectives

Roadmap for Digital Leadership leading to Business Outcomes

Experiential

multi-channel

interaction

Increase

Registered

Fan base

E-Commerce

Revenue

growth

Sponsorship

Revenue

Global

Follower

base


Digital = Business Transformation and not just a

Technology Change

Stakeholders -

Multiple

Scope –

Moving TargetProcesses -

Reimagined

People -

Teams & Skills‘Best Dressed’

Premium


Engineering a Fan Engagement Platform

Inbound/Outbo

und Data

Core Platform Products

Cloud Hosting

Cloud Services Products

CMS DAM SSO

Video Platform Tag Management Analytics/Audience) Ad Serving

Push Notification Social Aggregation Social Engagement

SEARCH

AB

Testing/Targeting

Campaign

ManagementCommunity Recommendations API Gateway

CDN

Match-View

Assets

Inbound/

Outbound

Data

Databases

CRM

Partners

(Portal/Feeds

)

Other MU

Applications

Online Store

Ticketing

Tuned for 659 million followers

Applicable Industries

• Media &

Entertainment

• Banking

• Telecom

• Sports

• Government

• E-commerce

• Online

aggregators

• Online Education


Get a 360 degree view of Fans across the platform

Drive Direct Engagement on MU DIGITAL Platform

Single view of customer

and individual user

including Interaction

& traffic data

Official

Partners

MU shares selected Fan

Analytics as per

Partnership agreements

MU configures Audience

Manager for Segmentation

and Targeting

Partners

request for

specific

Targeting

based on

analysis

Partners take

part in

Campaigns

along with MU

MU shares

selected

Campaign

Analytics as per

Partnership

agreements

Content author is able to add tags to be displayed.

Additional, meta tags can be added using CMS for

Search and Analytics.

Enables distribution &

management of tags

and event reporting

in analytics tool

MU Marketing team tracks user actions

based on tags and interaction data.

Segment & Geo Targeted

Ads

Tag Manager

Single Sign on

Fan Analytics

Campaign Manage-ment

Campaign Analytics

Fan data

is owned

by MU


Inclusive and Open Experience

HCL and Manchester United used a Design Methodology that enables and draws

on the full range of human diversity; at the same time creating great Fan

Experience for everyone in order to meet both A and AA WCAG 2.0 compliance.

ASSISTIVE TECHNOLOGY TESTING

• Testing performed with assistive technologies

• Done in parallel with compliance testing

USABILITY TESTING

• Design analysis by Accessibility UX SMEs

• Analysis and recommendations for enhancement

COMPLIANCE TESTING

• Consulting on the guidelines requirement

• Accessibility Knowledge / WCAG 2.0 / Section 508 /EN 301 549 etc.

• Validation on the requirement fulfilment


United Now - Top of feed United Now - Cards in Stream United Now - Matchday mode


Poll Cards Social Integration Moods - Fan engagement


Stats Card – Tackles Stats Card – Head to Head Stats Card – Player Stats


Partner DFP ad Native Ads Sponsored content


Players Grid Player Profile Player Stats


Impact

• Launched free global app on 9th August

• No 1 in all apps in UK app store

• No 1 in sports category in 70 markets

and was in top 10 in 123 markets

• Downloads in 210 markets

• Average 4.8 ratings across app stores

• Double the engagement we seen on the

previous version of the website


Beautifully

designed app with

all information easily

accessible.

The fact that the

interface is so

smooth makes this

app a hit. Very nice

Man Utd.

Useful and easy

to use app!

Also colourful

and brilliant!

Wonderful and

so lovely. It has

really made it easy

for me to connect

my Club.

Amazing app.

Must have for all

Man U fans. Every

minute detail has

been enhanced.


Next Steps

• Capitalise on new platform capabilities

• Use analytics and optimisation techniques to derive

actionable insight

• Further develop interactive features and content formats

to drive user engagement and develop habitual use

• Further integrate commerce & provide more value to sponsors

• Increase understanding of customer behaviours to increase

personalisation options


Key Takeaways

Old Ways:

• Website maintained on a platform over a decade old.

• A few small Apps to satisfy niche business problems.

• Multiple suppliers to manage

Technical Beacons for our solution:

• Cloud based

• Central back end digital platform

• An integration of industry standard components and services

Issues to consider:

• Manage Technical debt

• Architect the future

• Deliver todays needs

• Commitment to big picture

• Strategic goals are rarely delivered in one phase

• Prepare for organisational transformation

• Strong Project Management is vital to your success


$8 BILLION | 124,000 IDEAPRENEURS | 41 COUNTRIES

WX

00

00

Image Processing Expertise - Actian · Title: Image Processing Expertise Author: Raghu Babu M...

Documents

Transcript of Image Processing Expertise - Actian · Title: Image Processing Expertise Author: Raghu Babu M...