New Media Developments - Hockey Centre Bled/CCI MEDIA - Ne… · New Media Developments: A look into the Future from CCI MEDIA ... Nike+ iPod nano Music and data The sensor in the

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Session 4

New Media Developments:

A look into the Future from CCI MEDIA

connecting solutions Dr. Patrick Cotting

© IIHF 2010 | Proprietary and confidential Dr. Patrick Cotting, [email protected] connecting solutions

The Status

Have you arrived in the today‘s World?

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THE GOOD OLD TIMES... It was so easy...

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TODAY Same Content distributed over a lot of different channels...


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Each consumer can become a media channel

Classical channels New channels

TODAY The Consumer has become a media.


TODAY The Shift to Consumer Generated Content...

Source: Caspar Coppetti, Advico Young & Rubicam Switzerland, 2009

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SOURCE: Gardener January 2010, Morgan Stanley Research, April 2010

TODAY The Speed of New Technologies.


Source: Holz Katrin, New Media and International Sports Federations: Opportunities and Challenges, AISTS Master Thesis, October 2010

Facebook and Twitter integrated

on website

Link to Facebook nothing

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OCTOBER 2010 Most International Sports Federations do not use Social Media

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Source: Holz Katrin, New Media and International Sports Federations: Opportunities and Challenges, AISTS Master Thesis, October 2010

OCTOBER 2010 Websites of the International Sports Federations often do not provide competition highlights


NHL 213‘000 1‘396‘839 Ice Hockey 54‘000 289‘914 I love Hockey 263‘466 EA Sports NHL 250‘648 IIHF 4‘190 29‘204 Dt. Eish.Liga (DEL) 1‘950 20‘730 IIHF World Championship Slovakia 2011 428 / 679 19‘172 (Germany 2010

got 9‘026) Swiss Ice Hockey 1‘550 6‘713

TODAY The Importance of Social Media in Ice Hockey (as of 16 March 2011).

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The Status

How Companies take advantage of Integrated New Media


1. Marketing challenge: a lot of people have once bought jogging shoes. However they do not use them regularly. Therefore the rate to buy new jogging shoes is very low.

2. Nike challenge: Developing new shoes that have less weight and that inspire people to run the “nike”-way.

THE EXAMPLE NIKE+.

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Collecting data and sharing it on nikeplus.com

Nike+ iPod nano Music and data

The sensor in the shoe sends the data on the iPod nano.

Nike+ SportBand

Only data The sportband gets data from the

sensor in the shoe.

nikeplus.com

HOW NIKE+ WORKS.


Nike+ iPod touch

Music and data Data on your run can be checked during the running

experience on the iPod. Special music can be downloaded via the Nike+ community.

Check all data on nikeplus.com

nikeplus.com

HOW NIKE+ WORKS.

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HOW NIKE+ WORKS


The Future

Integrated New Media 3.0

The New „Dartfish“ provided by CCI MEDIA

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Promoting

HR

Coaching Marketing

Financing

Volunteering

Advertising Budget < 10’000 USD

Assessments

Recruiting

New Sponsors


From where you know Dartfish -> Coaching Software

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Dartfish: A World leader at your service

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•  More than 100,000 users worlwide

•  Vancouver 2010: 162 medals won by Dartfishers (62% of the medals)

•  Official software of numerous NGBs and other Institutions

•  Sports Technology of the Year 2002 (Horizon Award)

•  More than 300 Universities in Human Performance

•  StroMotion Emmy Award Winner 2005

•  Training and certification programs

•  Patents on core and unique technologies


How Dartfish is utilized - Education

US Tennis Association

>  Content distributed efficiently across the organization

>  Work done in the field benefits all parties >  Inexpensive solutions to help reduce costs

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>  Dartfish MediaBooks compose USTA Player Library >  Provides USTA Player Development with talent identification >  11 Regional Training Centers conduct sectional and national camps

>  Players are filmed and compared to top pros >  Analysis is uploaded to each player’s private locker, for viewing by player, coach, parent >  Provides collaboration between player, coach, and USTA National Coach >  USTA documents data on players for talent ID and research

>  Stroke and Strategy Library is available to public and for syndication >  High performance coaches track player tendencies when scouting

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How Dartfish is utilized - Scouting

US Skiing & Snowboarding

>  Dartfish software is used by all national coaches for ‘on snow’ analysis, scouting courses, and opponents

>  Dartfish.tv networks coaches, athletes, trainers, medical staff, and fans >  Educational collections are available to all USSA members >  Olympic athletes have their own ‘private lockers’ for personal analysis >  Traveling coach uploads footage for analysis by national staff >  Enables ‘more eyes’ contributing to success of athlete

>  Content distributed effectively across the organization

>  Efficient online collaboration solution >  Work done in the field benefits all parties

>  Inexpensive solutions to help reduce costs

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A. THE ORIGINAL DARTFISH APPROACH

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Workflow

CAPTURE CHART MERGE DATA UPLOAD


Uploaded games

Multiple games can be uploaded to a

collection

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Example of Tagging panels on iPhone and iPad - you can build your own

Example of a Tagged game

B. THE LIVE TAGGING


Markers on timeline

Markers inherited and uploaded from EasyTag appear on timeline

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Marker Thumbnails to navigate in the video

Search Box for Markers (Tags)

Marker details (tags)


Share filtered events

Share video, video playlist, tags/markers selection!

Post on Facebook, Myspace, Twitter!

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Smart use of key words/tags

Easy Crea)on

Rewarding Viewer Experience Easy Naviga)on Content Search Content Push Content Pull

© IIHF 2010 | Proprietary and confidential Dr. Patrick Cotting, [email protected] connecting solutions 32

•  You decide who can watch •  You decide where the content can be seen (embedded or on

dartfish.tv) •  You define the look of your channel •  No third party content / advertising •  It’s Your content, Your process, Your brand. Your ad revenue!

USTA Channel on Dartfish.tv French Gymnastic on their own website (embedded)

C. CREATING YOUR OWN TV CHANNEL

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Access management

•  Subscription role and collection properties control use

•  Example: a subscriber can’t download if a collection is not downloadable

Subscriber roles Collection properties


Content Creation Standard TV Dartfish TV

How Professional equipment for high quality production

tbd

Who Professional crew tbd

Costs Approx. $35,000 for a 3 day event

can be very low cost

Use of Content News, Highlights (Live costs substantially more)

News, Highlights + Web content for multi-use: coaching, coach and referee education, social media, fans, video replay, etc..

Life Duration of Content

15 – 30 days max or often just a few minutes in some locations

Min 6 months impact or more. Content used and re-used

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D. The Advantages versus Standard TV

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Content Creation Standard TV Dartfish TV

Images editing

Extra costs, complicated software

No extra costs, Easy to use software, Live tagging and editing

Availability of the images

Live Near Live (soon Live)

Archiving solution No archiving solution Online archiving solution with management system

Content Access Images most of the times on tape

Online access with navigation system based on tags and keywords

Business Model No cash return (except for TV rights sales to broadcasters)

Content sales and advertising possible Subscription possible

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D. The Advantages versus Standard TV


Exchange

Selective Distribution

Remote Coaching

Diffusion

Revenue Generation

New Dartfish: A versatile platform to cover various needs

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Wrapping-UP


•  Easy creation of massive valuable video content •  Video casting vs. Broadcasting

•  Manage your video archives

•  Share videos, communicate and make business

•  Increase your visibility and increase marketing revenue opportunities

•  Distribute videos to specific audiences for specific uses: •  public / fans, •  athletes •  clubs •  coaches education •  referees education •  Management purposes , etc..

•  Sell your services and video content.

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What New Dartfish can deliver

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Old New

One channel

One objective possible to reach with online solutions

Communication

THE FUTURE Summarizing the Shift

Multiple channels

Couple of objectives possible to reach

Relationship and Business


Contacts

Dr. Patrick Cotting

CCI MEDIA

Official Licensing and Operating Partner of Dartfish

Zurich / Fribourg / Madrid

[email protected] / +41 79 637 04 19

www.cci-cotting.com www.cci-media.com

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New Media Developments - Hockey Centre Bled/CCI MEDIA - Ne… · New Media Developments: A look into the Future from CCI MEDIA ... Nike+ iPod nano Music and data The sensor in the