Digital Events go Mobile

Dr Mike Short CBE FREng FIET Vice President , Telefonica Europe www.telefonica.com mike.short@o2.com

Digital Scotland 201322nd May 2013

1. The opportunity

The 1st MultiMedia Games

2. How we tackled it…

Industry leadership by O2 … and co-operation

JOOGMEG

Other MobileNetworks

O2 led:Aquatics, Handball, MPC, IBC, Catering Village, Hockey, Velodrome, Basketball, Water-polo, Athletes VillageOff Park – Wembley Arena, Earls Court, Eton Dorney, Hadleigh Park,Hyde Park, Horse Guards, Greenwich, Box Hill and Hampton Court,Millennium Stadium, The O2, Ricoh Arena, St James, Hampden Parkplus the Olympic Family systems.

Olympic Forecasting: Anticipating customer movement and demographics

Ticket holders

Travellers & Visitors at

Ports of Entry

Big screen venues

Social Groups

At home

Business as usual

Re-thinking the radio networks

Athlete`s Village :The greatest density of Femto cells :

1200+ , serving 65 blocks

Twickenham originally had 4 small antennas New high capacity system

has 30 large antennas

Twickenham 2010 : from 3 sectors … to 30. ....and the Olympic Stadium used 40 sectors.

IET White papers – www.theiet.org/ict2012– www.t.org/ict2012 heiet.org/ict2012

9

The scaleO2 was a flagship operator, designing & deploying

Olympic Park Venues: 2/3rds of the Olympic Park VenuesThe Olympic Park was the size of a large city like Leeds or Seville

Off Park Venues: 75% of the venues

And finally – the Olympic Family solution (153,000 people)

10

The network came alive in London…London Marathon

Chelsea Flower Show

Diamond Jubilee

Wimbledon

Mass events generated massive innovation

Mission Control

Real time benchmarking

Cells on Wheels

Logistics

Small cells

-40

-20

0

20

40

60

80

100

-20

-15

-10

-5

0

5

10

15

20

-19 -25 -22 -27 -24 -24 -24-12 -18

14 10 14 12 12 13 14

812

-5

-15

-8

-15 -12 -11 -10

-4 -6 Operating Model

3. Outcomes – intended and unintended

The celebrations were shared over mobile

We did it!

17 29 19

4. We’ve only just begun

Key learnings

Stakeholders Forecast early

Test your solution in a key Stadium

Encourage Wi-Fi

Build a winning team

UnknownsInnovate at all levels

Leverage brand opportunities

16

The Future

17

Bringing 4G services to Scotland

19

Our network tomorrow 20123G Coverage

20172G/3G/LTECoverage

O2 Coverage

20

Ubiquitous data coverage and innovation will radically change how we live our lives

21

4G – Transforming Business and Government Increasing the

productivity of people and processes

Helping business get closer to customers

.

Enabling transformation of

Local Government

.

22

Bringing together the complete Digital Experience

23

The complete Digital Experience…also depends on building confidence and trust

Building a Digital Scotland

Dr Mike Short CBE FREng FIET Vice President , Telefonica Europe www.telefonica.com mike.short@o2.com

Digital Scotland 201322nd May 2013

T e l e f ó n i c a ’ sM i l l e n n i a l

S u r v e y :

U n d e r s t a n d i n g t h e generat ion

t h a t l e a d s t h edigital revolution

TelefónicaGlobal Millennial Survey

Sao Paulo 2.London1.

190 Qs >12.000 Millenials

A global conversation

Tuesday, 4th June Thursday, 6th June

Brussels 3.

September

+

The largest and most comprehensive global

study of adult Millennials conducted to

date

E u r o p e a n C a m p u s P a r t y

2 0 1 3 D i g i t a l

ecosystem needs ski l ls and

innovation : 2-7/09/2013 O2, London

Berlín, 2012

Campus PartyEurope 2013London

London, 2013

Biggest tech festival in EuropeDigital sleep over designed to kick start Europe!24x7 From 10 ‘till 1010,000 campuseros per dayTens of thousands more see the content streamed lineUp to 5,000 camping260,000 developers and growing600h content

Building a Digital Scotland

Dr Mike Short CBE FREng FIET Vice President , Telefonica Europe www.telefonica.com mike.short@o2.com

Digital Scotland 201322nd May 2013