Prologue: I love my sport….

I like to join in...

I like to manage...

I like to enquire...

6

Sports

SKOPOS in a nutshell (or two)…

Digital, Mobile, Media

Insight & Illumination

Full service & consultingBespoke/custom/ad hocTracking & Syndication

UK & InternationalCustomer Insight & UX

It’s all about the best experience…

PassionatelyJoin in

ManageEnquire

7

Fast foodm-commerce

7

Pass & Move… Consumer Insights for Sport & Mobile Devices

mSport Summit, London, April 2012

Darren Mark Noyce MCIM MMRSDarren.Noyce@SKOPOS.info Founding Partner

SKOPOS Insight GroupTel: 0207 953 8 359www.SKOPOS.info

UK Active Digital Society, 2012

Pass

Move

Under the lights…what’s on today?

Pre - Match build up & chat Player Profiles & Stats

Match of the Day Euro 2012 v London 2012

Final Score

Post Match Analysisincl Pass & Move coaching

Press Conference (Q&A)

Player Profiles & Stats

Clearly Mobile Helps with Following SportsAs an Enhancement

AugmentAt Game/

Event

At home

On-the-move orOut-and-

aboutMake-do/

replace

As a substitute

At work

87% of US Sports Fans check news at inappropriate times, 50% while in the bathroom!!

(Source: Motricity, 2012)

80% of US Sports Fans with Mobiles/Tabs use

to augment Sports(Source: Motricity, 2012)

11

Context: Sport one of many Mobile uses…

SKOPOS MTrack - Base: 521 (UK Active Digital Society) - Wave 4 dataQ20. What types of information and content do you like to read or access via your mobile?

Social networks 43% 2

Music 39% 4

SKOPOS MTrackTM

TV news & information 32% 5

News (latest today) 40% 3

Weather 52%1

Sports news & information 27%

8

12

SKOPOS MTrack - Base: 521 (UK Active Digital Society), 139 (Mobile Sport Content Users),

So, 1 in 4 UK “Digital Actives” like to use Mobile for Sports Content

Core mSport Content Users

27% of Digital Actives

SKOPOS MTrackTM

13

SKOPOS Relativity Index™

Mobile Sports Content UsersRelatively more…

MaleYounger (singles or with young kids)Employed (paid work)Slightly higher income

Looking forward to Euros/Olympics(Euros preferred over Olympics)

Into Mobile/Media/Video/M-Web/Social/mCommerce, etc.

Into iPhones/HTCs/Tech (& main MNO’s)Gamers/GamblersDownloaders & App-tives

Watch slightly more TV

Active & Acceptors/Innovators/LeadersResponders/Communicators

SKOPOS MTrackTM

SKOPOS MTrack - Base: 521 respondents (mobile users) - wave 4 data; Other waves 500+ respondents

14

SKOPOS Relativity Index™

RejectorsRelatively more…

FemaleOlder At home/unemployedLower income

Not so into mobiel Euros/Olympics content(Olympics preferred over Euros)

Into traditional Media/Channels

Low Tech (Nokias & Virgin/Tesco Mobile)Non-Gamers/GamblersNon-Downloaders, less into Apps

Watch slightly less TV

Inactive & Resistors/RejectorsNon-responders/ Non-communicators

SKOPOS MTrackTM

SKOPOS MTrack - Base: 521 respondents (mobile users) - wave 4 data; Other waves 500+ respondents

15

SKOPOS MTrack - Base: 521 (UK Active Digital Society), 139 (Mobile Sport Content Users) - Wave 4 dataQ1.Firstly, are you? Q2. Which of the following age bands do you fall into? Q3. Which of the following best describes your employment or working status? Q20. What types of information or content do you like to read or access via your mobile? Please select all that you like to read/access on your mobile phone.

Female

49%

mSports: younger employed males

51-60 y.o.

51%

31%

48%

19%

16%

41-50 y.o.

26%

23%

50%

Employed Male 16-40 y.o.69% 55% 58%

Unemployed, self employed & students

29%

27%

12%UK Active Digital SocietymSports Household

responsibility, retired

9%

SKOPOS MTrackTM

Pre - Match build up & chat

17

Many mSporters multi-screen…

SKOPOS MTrack - Base: 139 (Mobile Sport Content Users), 382 (Mobile Sports Content Rejectors) - Wave 4 data Q47. Thinking about a typical day, how many hours of TV do you watch each day?

mSports content userswatch more daily TV

Low 0 – 2 hours

Over 2 hours

31%

69%

mSports rejectors less

37%

63%

SKOPOS MTrackTM

mSports content users spend more time watching

than

Twice as many Sports Fans use web while

watching TV as others (Source: EIAA/IAB, 2008)

18SKOPOS MTrack - Base: 521 (UK Active Digital Society), 139 (Mobile Sport Content Users) - Wave 4 data Q16 : Thinking about your mobile phone(s) and/or mobile device(s) which of the following do you do...

mSports Content Users love Mobile per se

Listen to the radio

Play games

Gamble

Stream mobile videos

Download video clips

Watched full length TV programme after broadcast

Interact with TV shows

Watching live TV

41%

45%

12%

29%

27%

18%

11%

17%

UK Active Digital Society

57%

58%

22%

49%

45%

25%

17%

29%

mSport Content Users

SKOPOS MTrackTM

Roughly 2-3 X increaseon EU Stats from 2008 (Source: EIAA/IAB, 2008)

1.5-2 X average

19

Get the latest news

Check results/league tables

Read reports of what has been going on

Your team updates

SKOPOS MTrackTM

Sports news, info, updates are key…

Articles/gossip - sportsmen/women &

teams

Watch live video

The build up

Place bets

68%

Sport content obtained via mobile

SKOPOS MTrack - Base: 139 (Mobile Sport Content Users), 202 (Mobile Olympics Content Users), 186 (Mobile EURO 2012 Content Users) - Wave 4 data Q42. In relation to sport, which of the following do you currently use your mobile for?

mSports

68%

51%

51%

29%

20%

20%

19%

20

mSports users like the internet, but LOVE Social Sharing…

mSports UK active digital society

Online via mobile

29%

28%

7+ hours per week

Online

47%

40%

20+ hours per week

SKOPOS MTrack - Base: 521 (UK Active Digital Society), 139 (Mobile Sport Content Users), 202 (Mobile Olympics Content Users), 186 (Mobile EURO 2012 Content Users) - Wave 4 data

SKOPOS MTrackTM

Use favourite social network on mobile

73%

50%

SoGoMoGoLo….

21

SKOPOS ChatTrackTM

mSports content users are much more into Twitter…

46%

UK Active digital

Society 33%

SKOPOS MTrack - Base: 521 (UK Active Digital Society), - Wave 4 data Q30. Which, if any, of the following social network sites, chat forums or online communities have you ever used? Please select all that apply. Q31. Which one is your main social network site, chat forum or online community?

22

53%

Twitter...connected & informed

SKOPOS MTrack - Base: 171 (Twitter Users) – Wave 4Q34. You mentioned that you use Twitter, for what reason(s) do you use it?

45%

Latest news & gossip from stars/celebrities

3

SKOPOS ChatTrackTM

30%

Enjoy telling people what I am doing

5

See what’s trending globally

38%

4

Latest news/ information

2

46%

Socialise with friends

53%

1

Twitter transforms football…

Key moments & events driveTweets for sharing, discussing, informing.

NEW: direct access to players as well as club/team/brand.

The Social Olympics 2012

NEW: direct access to athletes as well as teams/brands.

Olympics

v

Compare & Contrast (Competition)Those Likely to use Mobile to follow each event

OlympicsEURO 2012

36% of Digital Actives interested in using mobile to follow…

Versus..

EURO 2012

27

Higher 40% interested in using mobile to follow London2012

Olympics

28

SKOPOS Relativity Index™

Euro2012 m-FollowersRelatively more…

Like mSports Users in general

MaleYounger (singles or with young kids)Employed (paid work)Slightly higher income

Etc..

SKOPOS MTrackTM

SKOPOS MTrack - Base: 521 respondents (mobile users) - wave 4 data; Other waves 500+ respondents

EURO 2012

29

SKOPOS Relativity Index™ SKOPOS MTrackTM

SKOPOS MTrack - Base: 521 respondents (mobile users) - wave 4 data; Other waves 500+ respondents

London2012 m-FollowersRelatively more…

Universal appealLike the Broader Digital Active PopulationA new Mobile Sport audience

Female (in fact 50/50 male/female)

With kids at home or never had kids

30SKOPOS MTrack – Base: 125 (Mobile Sport Content Users), 175 (Mobile Olympics Content Users), 168 (Mobile EURO 2012 Content Users) , 378 (web enabled phone Users) - Wave 4 dataQ17. Approximately how many apps do you have on your mobile?

On apptivity, it’s a draw…

Average numberof apps on mobile

20Web enabled phone users

Average number

of apps on mobile

Average number

of apps on mobile

24Potential

Mobile Olympic Content Users

24mSports

Content Users

Average number

of apps on mobile

23Potential

Mobile EURO 2012 Content

Users

SKOPOS MTrackTM

Olympics EURO 2012

31

Get the latest news

Check results/league tables

Read reports of what has been going on

Your team updates

SKOPOS MTrackTMBut likely Euro2012 users already more m-active…

Articles/gossip - sportsmen/women &

teams

Watch live video

The build up

Place bets

50%

60%

Types of sports content obtaining via mobile

42%

59%

32%47%

34%41%

22%

27%

18%

21%

14%

17%

11%

18%

SKOPOS MTrack - Base: 139 (Mobile Sport Content Users), 202 (Mobile Olympics Content Users), 186 (Mobile EURO 2012 Content Users) - Wave 4 data Q42. In relation to sport, which of the following do you currently use your mobile for?

Olympics EURO 2012

32

Get the latest news

Check results/league tables

The team updates

Read reports of what has been going on

Watch major highlights

Articles/gossip - sportsmen/

women & teams

65%

52%

47%

35%

33%

29%

27%

11%

SKOPOS MTrack - Base: (Mobile Olympics/Euro 2012 Content Users) - Wave 4 data Q43. Now thinking about the London 2012 Olympics/Euro2012 which of the following will you use your mobile to do? Ditto Euro 2012 users (n=186).

Types of sports content will obtain via mobile

SKOPOS MTrackTM

Olympics EURO 2012

68%

59%

45%

29%

32%

22%

17%

Euro2012s will use mobile more for results/updates & betting, Olympics more m-video

46%

Watch live videoVs.

21% 24%Follow the build Up

18% 15%Watch Archived

Footage

Place bets

33

Gambling companies better associated with Mobile Channel by Euro 2012 Followers…

SKOPOS MTrackTM

26%22%

26%22%

20%20%

24%18%

23%19%

PotentialMobile

EURO 2012 Content

Users

PotentialMobile

Olympics Content

Users

SKOPOS MTrack - Base: 139 (Mobile Sport Content Users), 202 (Mobile Olympics Content Users), 186 (Mobile EURO 2012 Content Users) - Wave 4 data Q21d. Which, if any, of the following LEISURE companies do you most associate with the mobile and mobile devices/channels? Please select all that apply. NB: ORDERED BY OVERALL RANKING (TOTAL BASE).

22%19%

10%8% Olympics EURO 2012

Final Score

v OlympicsEURO 2012

Slightly Higher Interest than Euro2012Broader Appeal amongst Digi-ActivesMore Female than Euro2012

Higher interest in video/footage/clips

Stronger interest and universal appealGambling more unusual?

Very like general mSports Users (M, younger, etc.) More m-active per se

More into Info/News/Update & Gambling

More familiarity and activityGambling as enhancement or habit?

vEURO 2012

Final Score

Who wins for Mobile Content?

You decide…vote now

A bit of fun…

Olympics

Please Stand

Final Word

Why Use Mobile Channel?Mobile Channel Drivers...

I can do it in my own time 62%Convenient 72%

It’s easy 56%Quick 56%

SKOPOS MTrackTM

UK Active Digital SocietymSports

62% 45%46%

52%

On the go 74% 65%

Base: 327 (UK Active Digital Society), 114 (Mobile Sport Content Users) - Wave 4 data Q18. What do you consider to be the advantages of using your mobile/mobile device?

Handy Speedy &

“Portable efficient shortcuts”

Small screen 68% Difficult to navigate 36%

Lack/loss connectivity 56%Security 42%

Why Dislike Mobile?Mobile Channel Barriers & Inhibitors...

SKOPOS MTrackTM

Time, it takes longer 25%

UK Active Digital SocietymSports

63%28%

44%

33%

46%

Base: 327 (UK Active Digital Society), 114 (Mobile Sport Content Users) - Wave 4 data Q19. What do you consider to be the disadvantages of using your mobile/mobile device?

Technical User Experience issues&

Drains battery 65% 56%Info reduced/limited 20% 21%Less personal experience 12% 17%

“Unreliable inefficient shortcuts”

Interactivity voting

(MOTM) Surveys

Etc.

Viewing (clips &

live)

Training

Gaming &

Entertain-ment

Social Chatter

& Banter

Info, news, Data & Stats

Gambling

Many Human Needs Aided or Met by Mobile SportFunctions... Belonging

Sharing

Watching

Enhancing

Inte

resti

ngTesting

Enjo

ying

Achieving

Performing

Improving FollowingMobile

Advertising/ Marketing

Mobile FunctionsMobile Web

Mobile Apps One-of-manyOne-to-many

Mobile Voice SMS/MMS

(one-to-one)

Hertnon’s‘Nautilus’MapOf Basic HumanNeeds

+ MobileSolutions

Belonging

Sharing

Enhancing

Interesting

Testing

Enjoying

Achieving

Performing

Improving

42

Stronger MEDIA Brand Association with Mobile SKOPOS MTrackTM

73%

69%

63%

56%

46%

Mobile Sports

Content Users

Digital Actives

SKOPOS MTrack - Base: 139 (Mobile Sport Content Users), 202 (Mobile Olympics Content Users), 186 (Mobile EURO 2012 Content Users) - Wave 4 data Q21a. Which of the following brands or companies do you most associate with the mobile and mobile devices/channels?

59%

56%

50%

42%

38%

47%30%

42%23%

42%23%

Dominated by Tech/Broadcast

In Sports, BBC, Sky, Y!Catch Apple

Apple under indexes for sport?

43

Apple next major Sports Media Player?

44

• Mobile Meets Many Needs (in conjunction with Sports)

• But with a few practical (or perceived) limitations• Screen, Battery Life, Signal, Security, Speed, Satisfaction

• Mobile Enables In-the-Moment Information & Interaction (active mobile sport users get this especially, much more into social media)

• Mobile Sports Content More for Younger Employed Males (so far)

• Major Sporting Events can drive and Broaden use of Mobile (especially Olympics)… [WHAT HAPPENS WITH AN APP AFTER EVENT?]

• Mobile acts as Enhancer or Substitute during live sport• Active Mobile Users Multi-Screen/Task (e.g. with TV)

• Mobile Gambling More Strongly Correlated with Euro2012

Main Mobile Messages (MMM)…

• Punters increasingly prefer mobile• Activity level linked to age & gender• SoGoMoGoLo• Screen/life, Signal, Security, Speed, Satisfaction issues

• Multi-media, multi-mode, multi-screen• Olympics has broader appeal• Vet new ideas and offers with the market• Euro2012 appeals to core mSports fans

Pass & Move Coaching

• P• A • S• S • M• O• V• E

46

Pass & Move 2020 Visioning…

• Player Power and Players as brands• Apple as a Major Sports Content Provider• Sports spread their wings, e.g. NFL-EU, USPL• Social Media integral and invisible • Mobile tech will improve & improve, but• Old guard may resist technology (still)• Viewers and spectators overlap via…• Enhanced live events…

Credit: SKOPOS + Guardian SportBlog

And Finally… one possible vision…

Source: The Telegraph

Epilogue 1: I’m not easily fazed…

Epilogue 2:

However…

Just don’t let the ******dogs beat you…!

Darren****** dog

Thank You

Any questions?

52

Fast foodm-commerce

52

Pass & Move… Consumer Insights for Sport & Mobile Devices

mSport Summit, London, April 2012

Darren Mark Noyce MCIM MMRSDarren.Noyce@SKOPOS.info Founding Partner

SKOPOS Insight GroupTel: 0207 953 8 359www.SKOPOS.info

UK Active Digital Society, 2012

Pass

Move