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© 2016 WIPRO DIGITAL | CONFIDENTIAL
Clive Mitchell
Global Chief Architect - Media and Telco
Wipro Digital
1st May 2017
Connected (Smart) Stadiums
© 2016 WIPRO DIGITAL | CONFIDENTIAL 1
Typical New Stadium Overview:• Tottenham Hotspur New Stadium
Cost of Stadium - $1Billion
Seating Capacity - 61,000
Current Capacity -36,284
2015 Revenue
Total Revenue - $275 Million
Gate Receipts - $31 Million
TV Receipts - $127 Million
Sponsorship - $68.5 Million
Merchandise - $17 Million
Current Dept - $29 Million
Wages - $140 Million
New Stadium Project Comprises:
• Stadium with a 61,000 capacity, including single tier stand with 17,000 seats. Incorporating fully retractable pitch for NFL
matches.
• Media and medical facilities along with player changing.
• Stadium car parking relocated from ground level to a newly designed basement area.
• Offices incorporating ticket offices, club store the Tottenham Hotspur Foundation and museum.
• Public open space, incorporating a multi-use games area and cafes.
• Redevelopment of the High Road for improved crowd management.
• 579 new homes.
• New 180 bedroom hotel with 49 serviced apartments.
• New community health centre.
• Extreme Sports venue, including the tallest indoor climbing wall in the world.
• Sainsbury's supermarket with parking, with club offices above.
• A primary school run by the E-ACT Free Schools Trust in partnership with the Department for Education and the club.
• A University Technical College specialising in sports, science and health in partnership with Middlesex University..
Stadiums – A Money Pit?
Even with the addition of 29,000 more seats, single purpose
Football Stadiums cannot expect to break even within 10 years.
How do Stadiums become more viable:
Create Communities• Smart Mall
• Integrated Hotel
• Smart Parking
• Integrated Restaurants/Food
• Integrated Eductaion Centers
• Integrated Conference Facilities
• Integrated Alternative Entertainment
Add New Events/Sports• Leading Edge Facilities (Smart Facilities).
• Adjustable Venue (Sport/Event Configuration).
• In Stadium Fan Engagement (Capacity v Experience).
• Different Levels of Experience (VIP v Regular).
Increase/Justify Ticket Pricing• In Stadium Fan Engagement (Capacity v Experience).
• Different Levels of Experience (VIP v Regular).
• Integration with Fan Engagement.
• Integration with Sport Franchise.
Single Event Stadiums (e.g. Spurs Stadium) only average around
10% utilization which means that construction cost outlay will only be
achieved in ~15 years. Strategy:
• Increase Smart ‘Green’ Facilities to reduce maintenance costs.
• Increase Fan Experience to maximize customer revenue.
• Increase Athlete and Fan Experience to justify varying ticket
prices for alternative events/franchises.
Venue Stadium Revenue Options
The majority of the investment into building a venue can be offset by
proper sponsorship. Recently the majority of sporting venues has
renamed them to sponsors names (ATT, Levi, Emirates, Everything
Everywhere Stadiums). However this does not apply across the
whole industry. Airports seem to lag behind on Sponsorships. Boston
Logan Airport seems to be focused on Government sponsors, rather
than becoming sponsored by key businesses (Gillette Airport
maybe).
The second key here is how to attract the best sponsors, which
means having the following in place:
• Eco friendly venue (IOT Facilities are a good path)
• Stadium friendly reputation (Fan/Customer Experience)
• Safe environment(Communication, Healthcare, Security IOT)
Vendor/3rd party adoption of a venue is a critical revenue component.
Shopping Malls are only successful if they achieve high occupancy
with the correct (customer centric) portfolio. However vendors will
want guarantees of expected target audiences to pay for space. This
can be achieved through:
• Improved Customer Engagement (Fan/Customer Experience)
• Smart interactions (Vendor IOT and payments)
• Safe environment (Communications, Healthcare, Security IOT)
Stadium Ecosystem
User
Capability
Fan Athlete/Team Security Facilities
Connectivity
The Stadium must adopt at least one or more in-stadia network connectivity options. While each consumer may have their own connectivity
capabilities, these will need to share services.
Location
Location is a must have capability for these consumers, whether this is for navigation, coaching, health or
safety.
Less important as the majority of
capabilities are IOT driven.
Media
Useful feature as part of Fan
Engagement (note digital rights
limit ‘live’ feed requirements)
Required for Coaching both during
an event and practice. Must be
Live Media
Required for monitoring fans. Must
support live and stored media
surveillance.
Major revenue comes from media
rights. Primary drivers are event
live feeds, Jumbotron TVs, In-
stadia screens and digital signage
IOT
Primarily a convenience aspect
that allows fans to interact with
facilities (commerce, parking,
ticket purchase and mobile
device)
Required for athlete health
monitoring and hence targeted at
wearable IOT devices.
Security is driven by the need to
integration security personnel with
surveillance and access devices.
Cost savings are driven by
creating an eco-friendly
environment. Hence IOT devices
around lights, escalators, doors,
etc
Commerce
Primary aspect of Fan Experience
is the ability and ease of making
purchases in stadia.
N/A N/A mCommerce, both sales and
fulfillment must leverage IOT and
Smart devices to give a better fan
experience.
Information
Navigation, travel and future
events all drive the categories of
information needed to improve fan
experience
Health and Athlete data are critical
to this consumer. This ties into
IOT and Media driven by location
and connectivity.
Must have access to all
information about anyone within or
around the stadium, so must be
able to track people.
N/A
Smart Venue Capabilities Matrix
Stadium Connectivity
and Location
Identification
Security/Safety
Participants
Connectivity Needs
Facilities Fans
Media
Cloud MicroServices
Security
Cloud
Connectivity Options
Communication
TypeWiFi LTE
(3g/4g/5g)
Bluetooth LoRa
(Low Powered
Wireless)
ULE
(Ultra Low
Energy)
GPS
(Satellite)
Pros
• Readily available.
• Accessible by anyone
with the right key.
• Multiple Channels
• Low Cost
• Readily available.
• Accessible by anyone
through the right
vendor
• Multiple Channels
• Connectivity
controlled by gateway
• Variable radius
• Low Cost
• Readily available.
• Accessible by anyone
with the right key.
• Useful for IOT devices • Useful for IOT devices
NA
Cons
• Overlapping channels
limits # of users
• Connectivity
controlled by user
• Requires knowledge
by user
• Lack of trust around
security
• Fixed radius
• Overlapping channels
limits # of users
• Vendor specific
encryption limits
access to data
• Needs vendor
integration
• Limited range
• Very limited # if
connections
• Fixed radius
• Requires knowledge
to use
• Security issues
• Limited range
• Very limited # if
connections
• Fixed radius
• Not available to users
• Limited range
• Very limited # if
connections
• Fixed radius
• Not available to usersNA
Hyper Sensitive
Location Tracking
Location Options
Location
Type
Network Location
(WiFi/LTE)
Bluetooth LoRa
(Low Powered
Wireless)
ULE
(Ultra Low Energy)
GPS
(Satellite)
Pros
• Uses Doppler analytics to
locate device (very
accurate)
• Low Cost
• Uses proximity to identify
location
• Uses proximity to identify
location
• Uses proximity to identify
location
• Uses Satellite location to
identify location.
• Readily available
Cons
• Requires Network Sync.
(Hyper Sync)
• Requires Deployable
Receivers.
• Only identifies proximity
rather than location
• Cost
• Requires Deployable
Receivers.
• Only identifies proximity
rather than location
• Cost
• Requires Deployable
Receivers.
• Only identifies proximity
rather than location
• Cost
• Requires Deployable
Receivers.
• Requires GPS
connectivity
• Accurate to only 30-40ft
depending on Satellite
access
• Very limited within
buildings or underground.
Location Type by User
Location
Function
Fan Athlete Facilities Security IOT
Fan
Social Media – meet up. Transient stadiums e.g.
athlete tracking at cross
country events.
NA NA mCommerce
Public Transport
Parking
Athlete
NA Coaching.
Health Monitoring
Navigation
NA NA Secure area access
Facilities
NA NA Maintenance NA Eco system configuration
and support
Security
Crowd Management Crowd Management Crowd Management Collaboration Emergency Access
IOT
Navigation Navigation Automation Emergency Access Media
Smart Stadium
Analytics
In-Stadium
Connectivity
WiFi/LTE
In-Stadium
Sales Services
The Stadium/Franchise Ecosystem
Event Ticket
Sales Services
Smart Media
Services
Smart Parking
Services
Teams
Services
Smart Fan
Smart Navigation
Franchise Fan
Bases
User
Capability
Fan Athlete/Team Security Facilities
Connectivity
In Stadium connectivity must provide a
smooth transition from Outside
Stadium connectivity (LTE & Wi-Fi)
In Stadium connectivity for
Coaching
Connectivity for Band 14, 1st
responders, communication.
Connectivity for admin staff, stadium
services and IOT devices
Location
Fan Location becomes extremely
important in order to ‘personalize’ the
fan’s experience
Tracking of athletes has value to
coaching, but requires more than
just location.
1st Responders and Security
personnel need the ability to track,
with a high degree of accuracy ALL
people in a stadium complex
Less important as the majority of
capabilities are IOT driven.
Media
Useful feature as part of Fan
Engagement (note digital rights limit
‘live’ feed requirements)
Required for Coaching both during
an event and practice. Must be Live
Media
Required for monitoring fans. Must
support live and stored media
surveillance.
Major revenue comes from media
rights. Primary drivers are event live
feeds, Jumbotron TVs, In-stadia
screens and digital signage
IOT
Primarily a convenience aspect that
allows fans to interact with facilities
(commerce, parking, ticket purchase
and mobile device)
Required for athlete health
monitoring and hence targeted at
wearable IOT devices.
Security is driven by the need to
integration security personnel with
surveillance and access devices.
Cost savings are driven by creating an
eco-friendly environment. Hence IOT
devices around lights, escalators,
doors, etc
Commerce
Primary aspect of Fan Experience is
the ability and ease of making
purchases in stadia.
N/A N/A mCommerce, both sales and fulfillment
must leverage IOT and Smart devices
to give a better fan experience.
Information
Navigation, travel and future events all
drive the categories of information
needed to improve fan experience
Health and Athlete data are critical
to this consumer. This ties into IOT
and Media driven by location and
connectivity.
Must have access to all information
about anyone within or around the
stadium, so must be able to track
people.
N/A
In Stadium Users versus Features
Fan Experience
Fan Experience Component Overview
My Team
Media Streaming
Smart Shopping
Event Sales
Smart
Parking/Access
Unified
Control & Command
Center
End user
Technolo
gy
Pla
tfo
rm
IOT
Inte
gra
tion
Facility ManagerAsset
Manager
Business/Partner User
Connectivity
Smart
Parking/Acce
ss
My Team
Media
Streaming
Smart Retail
Smart Sales
Busin
ess
Serv
ices
Location/Reg
istration
Media
Navigation
Advertising
Retail
POS
Payment
Svcs
Inte
gra
ted V
iew
Reports & Analytics
Management
Dashboard
Maintenance Scheduling
Location
Smart Consumer
Unified Mobile Devices
Dig
ital F
abric &
Open
App
Fra
mew
ork
s
Location
Adaptive Services
based on Location
Fan Engagement not Experience
Customer (Fan) Engagement is
unlikely to be driven by Venue.
Instead Venues must look to
‘enhance’ mobile apps provided by
the sporting franchise, airlines, event
participants, etc)
Fan Engagement Apps are
predominantly marketing strategies
that closely tie into mCommerce,
whether that is ticket sales,
merchandize products or other
promotions.
Fan Engagement marketing is
driven by creating a closer 1-to-1
relationship with the fan. Key
component to this is around video
feeds, whether that is ‘live’ games
or ‘replays’. The business model is
primarily focused around out-
stadia engagement.
Fan Engagement also needs the
ability to ‘enhance’ the existing
capability for in-stadia experience.
This is where Smart Stadium
capability becomes dynamically
added to pre-existing Fan
Engagement
Athlete (Participant)
Experience
Athlete Connectivity Options
Network Location
(WiFi/LTE)Bluetooth
LoRa
(Low Powered
Wireless)
ULE
(Ultra Low Energy)
GPS
(Satellite)
Communication
(Athlete Data)
Pros
• Readily available.
• Accessible by anyone through
the right vendor/key
• Multiple Channels
• Connectivity controlled by
gateway
• Variable radius
• Low Cost
• Readily available.
• Accessible by anyone with
the right key.
• Requires Beacons.
• Useful for IOT devices
• Requires portable receivers
• Not suitable for Wide Area
Venues.
NA
Cons
• Overlapping channels limits # of
users
• Requires Internet connectivity
• Limited range
• Very limited # if connections
• Fixed radius
• Requires knowledge to use
• Security issues
• Requires Internet
connectivity
• Limited range
• Very limited # if connections
• Fixed radius
• Not available to users
• Requires Internet
connectivity
• Limited range
• Very limited # if connections
• Fixed radius
• Not available to users
• Requires Internet
connectivity
NA
Location (Athlete)
Pros
• Uses Doppler analytics to locate
device (very accurate)
• Low Cost
• Uses proximity to identify
location
• Uses proximity to identify
location
• Uses proximity to identify
location
• Uses Satellite location to
identify location.
• Readily available
Cons
• Requires Network Sync. (Hyper
Sync)
• Requires Deployable Receivers.
• Only identifies proximity
rather than location
• Cost
• Requires Deployable
Receivers.
• Only identifies proximity
rather than location
• Cost
• Requires Deployable
Receivers.
• Only identifies proximity
rather than location
• Cost
• Requires Deployable
Receivers.
• Requires GPS connectivity
• Accurate to only 30-40ft
depending on Satellite
access
• Very limited within buildings
or underground.
Video
Heart Rate
Unified
Control & Command
Center
End user
Technolo
gy
Pla
tfo
rm
IOT
Inte
gra
tion
Facility ManagerCoach
Medical Staff
Connectivity
Location
Heart Rate
Body Temp
Activity
Respiration
Busin
ess
Serv
ices
User Data
Media
Heart
Temperature
Activity
Respiration
Location
Inte
gra
ted V
iew
Reports & Analytics
Management
Dashboard
Maintenance Scheduling
Unified Mobile Devices
Dig
ital F
abric &
OpenA
pp
Fra
mew
ork
s
Body Temp
Activity
Respiration
Location
Smart Athelete
Video
Participant
Data
Athlete Tracking and Healthcare
Smart Security
Security/Safety
Security Scope and Needs
Cloud MicroServices
Security
Cloud
Security Alerts
Microservices & IOT
Cyber Security
Data Lake
Physical Security
Safety and Security Overview
Smart Security
Smart
Emergency
Services
Unified
Control & Command
Center
End user
Technolo
gy
Pla
tfo
rm
Orc
hestr
ation &
Inte
gra
tion
Facility ManagerAsset
Manager
Business User
HetNet Gateway
Smart
Elevator
Smart
Security
Crowd
Management
Smart
Emergency
Services
Busin
ess
Serv
ices
Contract On
Board
ICT Infra
Mgmnt
Bldg Mgmnt
& Energy
Security &
Access
Back Office
Regulatory &
Compliance
Finance
Inte
gra
ted V
iew
Reports & Analytics
Performance Dashboard
Maintenance Scheduling
Unified Mobile Devices
Management
Dig
ita
l F
abric &
OpenA
pp
Fra
mew
ork
s
Fan Location
Athlete Location
Facilities Location
Location
Security
Location
© 2016 WIPRO DIGITAL | CONFIDENTIAL 2525© 2016 WIPRO DIGITAL | CONFIDENTIAL
thank you
Clive Mitchell
Global Chief Architect - Media and Telco
Wipro Digital
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