2013 Update and Overview

David PlantDirector, Product Development

PGA TOUR Digital

The Role of Apps in a Responsive Web World

The Evolving Mobile Landscape

• Devices are changing• Bigger, higher resolution screens• Faster processors• More memory

• Users are changing• Most have smart phones, many have tablets• Extremely attached to their mobile devices• Mobile is a primary touch point

• Publishers are changing• Desktop and mobile worlds are converging• Increased focus on mobile users• Publishing more content into the mobile channels

2

Embracing Change

• “Mobile first” design approach• Consider best practices on phone and tablet• Scale up for desktop instead of down for mobile

• Platform responsive/adaptive websites• Web is no longer a “desktop only” experience• Maintaining separate “m.” site duplicates efforts, often with an inferior experience

• Utilize web and apps to maximize reach• Apps aren’t the only way to connect with users in mobile• Web can be used as an effective cross platform method for covering a broad array

of content• Leverage apps as a differentiated product offering complementary features and

functionality

3

Case Study: PGA TOUR iPad App

• Background• PGA TOUR released a new iPad app in March 2015• App delivers unique contextual stats and data visualization• Distinctly differentiated from website

• Milestones• March 2012: First PGA TOUR iPad app released• November 2013: Start of PGA TOUR iPad app redesign• February 2014: New PGATOUR.com launches as platform responsive site• March 2014: Ongoing iPad app redesign scrapped, restarted from beginning• March 2015: New iPad app released

• Goals• Leverage competitive advantage – proprietary live competition data• Present in a way unique to the consumer golf market • Function as 1st screen experience or broadcast companion• Offer innovative sponsor integration opportunities

4

Case Study: PGA TOUR iPad App

5

Case Study: PGA TOUR iPad App

6

Case Study: PGA TOUR iPad App

7

Case Study: PGA TOUR iPad App

8

Case Study: PGA TOUR iPad App

9

Case Study: PGA TOUR iPad App

• Next Steps• Iterate on the concept and regularly enhance features• Evaluate opportunities for sharing impactful functionality across platforms• Promote the complementary value of using the app + web

• Key Takeaways• Change is hard – for users and stakeholders• Helping fans to understand and navigate new features is key to acceptance• Losing some users to web should be expected• Incorporating feedback is important but should be true to the mission

• Questions?

10

2013 Update and Overview

David PlantDirector, Product Development

PGA TOUR Digital