SEAT Global Magazine - Sports Industry Case Studies Issue 06 August/Sept 2017 - Page 15

The Experience

Avaya Stadium, home to the San Jose Earthquakes, is the first cloud-enabled stadium in Major League Soccer. Avaya’s technology and solutions power Avaya Stadium through engaging experiences with the Avaya Stadium Mobile App, Fan Engagement Wall, and Customer and Team Engagement platforms. We’re constantly learning about our fans so that we can continue refining our in-stadium experience.

Most companies see themselves as a business, with their core mission to generate solid and reliable revenue. We, however, see ourselves as a community. Our community includes our team, our venue and stadium, our fans, employees, and anything else directly involved with our events. We believe that we—and our venue—must serve the community as a whole, instead of just a single group.

A Community Needs a Digital Identity

For innovative and modern technologies to have a significant impact, you need to see—and serve—a 360-degree view of all your event components. You need a digital, active, and engaging identity for your brand to better serve the community of your fans, team, partners, vendors, and yes, even investors.

Here are a few emerging trends that could help boost your digital identity:

• Analytics: The beauty of big data, data aggregation, and analytics systems is that they can be used to collect endless amounts of usable data. This can help you make actionable decisions, improve customer and fan experiences, and boost revenue. Modern stadium operators have systems in place to track trends and patterns related to fan transactions, ingress and egress, and general behaviors. This allows them to produce optimized game day decisions as to what’s available and how the entire venue is managed.

Customer Engagement platforms empower operators to turn data into actionable insights across stadium touchpoints like beaconing, ticketing, contact center, social media, fan engagement wall, mobile apps, merchandising, Wi-Fi and more. Leagues use data from wearables, sensors, etc. to improve team performance. With big data analysis, we can improve the on-site fan experience to entice fans to come often, buy more, and stay longer.

With people spending close to four hours per day on their phones (90% in-app), it’s essential to make those interactions contextual and relevant to the sports fan and their game day experiences. Services can include indoor mapping, mobile purchases, ticket management, venue reservations, merchandise shopping, in-seat delivery, social media, player stats, real-time game updates, video chat, queue times, exclusive content, and much more. And, immersive extensions can integrate with other services like PayPal, Lyft, Uber, Yelp, and Open Table. This is fulfillment at its best.

• Integrated Services: With digitization comes the concept of automating certain tasks, and when these services talk together and work within a single in-app experience it provides better stadium interoperability. Stadium operators can leverage integrated services by partnering with already popular services. With a dedicated mobile app, fans have everything in one place—the app is a one-stop shop for multiple systems, services, and other applications.

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