Mobile Football Content 2008-2013: Strategies And Tactics For Engaging Supporters Through Mobile Content

• Publication date: June 2008

With the UEFA Euro 2008 tournament now upon us, is this really the time for football to shine as the premium source of mobile content? Football is a huge business, followed by billions of people around the world. The FIFA World Cup 2006 was watched by a cumulative audience of 5.9 billion viewers in 200 different countries. With the European Union announcing in March 2008 that the UEFA Euro 2008 tournament would be a showcase for the mobile TV sta...

With the UEFA Euro 2008 tournament now upon us, is this really the time for football to shine as the premium source of mobile content? Football is a huge business, followed by billions of people around the world. The FIFA World Cup 2006 was watched by a cumulative audience of 5.9 billion viewers in 200 different countries. With the European Union announcing in March 2008 that the UEFA Euro 2008 tournament would be a showcase for the mobile TV standard DVB-H, now is the time to kick-off your plans for making the most from soccer-related content. Football clubs, leagues and organisations are all seeking new methods of obtaining revenue, and mobile content is definitely a way to capitalise on that. But what are the best strategies?

The latest edition of visiongain’s reports to look into the subject of football as mobile content, Mobile Football Content 2008-2013: Strategies and tactics for engaging supporters through mobile content, investigates the strategies of leading teams in the field and how they are trying to generate additional revenues from subscribers through the mobile channel.

Football fans are keen to follow their chosen club or national side as closely as possible, purchasing a range of services and products to show their allegiance. Consequently mobile products and services can play an integral part. Many fans are unable to observe their favourite team as much as they would like to due to geographical or financial reasons. Mobile services therefore allow fans to keep up-to-date with the team, league or competition of their choosing. In parts of Asia for example, mobile phones are more commonplace than televisions and computers, thus it is more fruitful for organisations to provide football services through mobile. In the battle to increase global and local supporter and customer bases the mobile channel will play a key part. You need to make sure that you are using it to its greatest effect. This report will detail successful strategies for this.

This latest report provides valuable information for operators, content distributors and manufacturers as well as clubs, leagues and associations. Can you afford to let rival clubs or operators gain an advantage over you, by not taking action? Order this report today to avoid getting left behind or losing out on revenue.

Also, organisations involved in other sports should read this report, to see what lessons can be taken from football’s example. How can your sport adopt a similar model to that of football? How can your sport compete with football’s global audience?

Reading this report will provide you with the following information:

• What services are available in mobile football? Which are the most profitable?
  
  
• Who are the main players in mobile football?
  
  
• What mobile services and strategies do the large clubs and brands have available?
  
  
• How can smaller clubs and brands compete with the larger ones?
  
  
• How does football compare to other sports on mobile? Can football learn any lessons or vice versa?
  
  
• At what point does a mobile offering make sense?

• Football clubs
  
  
• Football leagues and organisations
  
  
• Mobile operators
  
  
• Manufacturers
  
  
• Content providers
  
  
• Content distributors
  
  
• Broadcasters

Wireless Technology Industry in France

1. Introduction

Chart 1.1: Seasons 1996/97 and 2006/07 Comparison

Chart 1.2: Deloitte Football Money League Top 10 Teams 2006/2007 Season

1.1 Broadcasting

Table 1.1: Football Top 5 Country Broadcasting Deals

1.2 Success of World Cup 2006?

1.3 Sport Attracts Worldwide Audiences

Table 1.2: Recent Sport Events Audiences

1.4 Focus of the Report

2. Types of Mobile Content

2.1 SMS Text Alerts

Chart 2.1: SMS Usage in the UK, 1999-2013

2.2 SMS Ticket Alerts

2.3 MMS

2.4 Video Highlights

Chart 2.2: World Video Phone Usage, 2008-2013

2.5 Mobile TV

2.6 Ringtones

2.7 WAP Sites

2.8 Commentary

Figure 2.1: Premierscores Services

Figure 2.2: Premierscores Match Commentary 1 Figure 2.3: Premierscores Match Commentary 2

2.9 Radio

2.10 Games

2.11 Animation

2.12 Wallpapers

2.13 Screensavers

2.14 Betting

2.15 Football Services Overview

3. Markets Around the World

Table 3.1: Worldwide Traffic to Football Sites by Unique Visitors (000s): March 2007

Table 3.2: Attendances in Different Leagues

3.1 English Premier League

Figure 3.1: Where England’s Big Four Teams Spent Pre Season 2007

Chart 3.1: English Football Clubs in the Deloitte Football Money League Top 20, 2008

3.1.1 Sky

Table 3.3: Top 10, Premier League Prize Money Earners, 2006/07

3.1.2 24-7 Football

Table 3.4: Summary of Sky 24-7 Football

3.2 Spanish La Liga

Chart 3.2: Spanish Football Clubs in the Deloitte Football Money League Top 20, 2008

3.2.1 Marca

3.2.2 The Spanish LFP

3.2.3 Mobile Experiment

Chart 3.3: Steaua Bucharest v Sevilla Viewing Figures

3.3 Italian Serie A

Chart 3.4: Italian Football Clubs in the Deloitte Football Money League Top 20, 2008

3.3.1 The Significance of Broadcasting

3.3.2 Juventus

Table 3.4: Italian Team Revenue Breakdown

3.3.3 Mobile TV

Table 3.5: Teams covered by 3 Italia

3.3.4 Mobile TV Evolution

3.3.5 Mobile and Stay Away Fans

3.4 German Bundesliga

Chart 3.5: German Football Clubs in the Deloitte Football Money League Top 20, 2008

3.5 UEFA Euro 2008

Table 3.6: Countries that are making plans to launch DVB-H

3.6 Other Markets

3.6.1 China

Table 3.7: Sohu.com Premiership Rights Teams

3.6.2 Japan

3.6.3 North America

3.6.3.1 Verizon

3.6.4 Central and Eastern Europe

Table 3.8: AMI Agency Territories Covered

3.6.5 Australia

3.6.7 Latin America

3.7 Football Markets Overview

Table 3.9: Countries hampered by UEFA Article 48.

4. Action Taken by Clubs and Organisations

4.1 Manchester United

Table 4.1: MU Mobile Match and News Alert Services

4.1.1 Jump Games

Table 4.2: Networks who offer Jump Games Services

Figure 4.1: Manchester United Word IT

4.2 Chelsea FC

4.3 FC Barcelona and Real Madrid

4.4 Arsenal FC

4.4.1 O2

4.4.2 LG

Figure 4.2: LG being advertised at the Emirates Stadium

4.5 LED Advertising

4.6 Football Club Advertising

Table 4.3: Mobile Sponsors in Football

4.7 AnimationFC

Table 4.4: Features of Bango Target

Figure 4.3: Screenshot of an AnimationFC Character

4.8 Premier Icons

Table 4.5: Football Teams working with Premier Icons

4.9 Perform Group

Table 4.6: Omnisport.tv Details

4.10 Bright AI

Table 4.7: Bright AI Clients

Figure 4.4: Screenshots of Arsenal FC Bright AI Content

4.10.1 Boximo

Figure 4.5: Screenshots of Tottenham Hotspur Uncovered Game

4.10.2 Tottenham Hotspur FC Case Study

4.11 Individual Clubs and Organisations Overview

5. Operators and Distributors

5.1 Orange

5.1.1 Orange in the UK

5.1.1.1 Setanta

5.1.1.2 Frank TV

5.1.2 Orange in France

5.2 T-Mobile

5.2.1 Kicker and Danger

5.3 TeliaSonera

5.4 Vodafone

5.4.1 Vodafone and the Champions League

5.4.2 Vodafone Germany

5.4.2.1 Ikivo

Figure 5.1: Vodafone Bundesliga Player

5.5 Infomedia Services

5.6 Ericsson

5.7 Sony Ericsson

5.8 Kentaro

Table 5.1: Teams and Organisations covered by Kentaro

5.9 Genara Mobile

Table 5.2: Genara Mobile Customers

5.10 Nimbus

Table 5.3: Countries covered by Nimbus English Premier League Deal

5.11 PA Sports

Table 5.4: Companies working with PA Sports

5.11.1 PA SportEV

5.12 TWI

Table 5.5: Sports Clubs, Associations and Individuals helped by TWI Services

5.12.1 TWI and O2

5.12.2 TWI and Nokia

5.13 Other Sports and Brands on Mobile

5.13.1 Sport on Mobile in the US

5.13.2 adidas

Table 5.6: Countries served by adidas Mobile Portal

5.13.2.1 adidas and Samsung v Nike and iPod

Figure 5.2: Samsung F110 Phone

5.14 Operators and Distributors Overview

6. Future of Football and Mobiles

6.1 Bluepod Media

Table 6.1: Bluepod Media Service Usage

6.2 Ticketless Entrance

Figure 6.1: Nokia 6131 with O2 Wallet

6.2.1 Roda JC

6.2.2 Manchester City

6.2.3 Philips Arena

Table 6.2: Philips Arena Trial Company

6.2.4 NFC Overview

6.3 Football in Supermarkets

6.4 Mobile Tickets

Figure 6.2: Online Ticket Purchasing

6.5 Branded Handsets

6.5.1 Gheorghe Hagi

Figure 6.3: Gheorghe Hagi Branded Handset

6.5.2 Other Players?

6.5.3 Club Branded Handset

Figure 6.4: LG Prada Phone

Figure 6.5: Porsche Design Handset

6.6 Future of Football and Mobiles Overview

7. Conclusions and Recommendations

7.1 Significant Sports Events

7.2 When to Enter?

7.2 Recommendations

7.2.1 For Clubs

7.2.2 For Operators

7.2.3 For Manufacturers

7.2.4 For Distributors

 
 

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More Details

Companies Listed

3

32Red

AC Milan

adidas

AEG.P

AEK Athens

Alcatel-Lucent

AMI Agency

AnimationFC

Apple

Arsenal FC

AS Roma

ASDA

Aston Villa FC

Atletico Madrid CF

Atlanta Hawks

Atlanta Spirit

Atlanta Thrashers

Bango

Barclaycard

Bayern Munich

BBC

Bell Canada

Benq Siemens

Betdevil.com

Birmingham City FC

Bluepod Media

Bolton Wanderers FC

Bright AI

BSkyB

BT

Canal 13

Canal Plus

Cartoon Network

Chase

Chelsea FC

Cineworld

Cingular

Coca-Cola

Dada Mobile

Danger Inc

Deloitte

Dennis Publishing

Derby County

Dialog Telecom

Digital+

Dynetic

EA Mobile

English Conference Blue Square Premier

Ericsson

ESPN

Eurosport

Falkirk FC

FC Barcelona

FC Basel

FIFA

Fox Soccer

French LFP

Fulham FC

Genera Mobile

Genoa

German Bundesliga

Glasgow Celtic

Glasgow Rangers

Globosat

Glu Mobile

GolTV

Grasshoppers Zurich

Hamburger SV

Heart of Midlothian FC

Hibernian FC

Hobbygames

Ikivo

Infomedia Services

Inform Group

Internazionale

ITV

Jump Games

Juventus

Kentaro

Kicker

KPN

La Sexta

Ladbrokes

Lazio

LG

Liverpool FC

Livorno

M1

Macrospace

Manchester City FC

Manchester United FC

Marca

Mediaset

Mediset

MLS

Moto GP

Motorola

Movistar

MP and Silva

MSN

MTN

Napoli

NBA

Neuf

Newcastle United FC

NFL

NHL

Nike

Nimbus

Nintendo Europe

Nokia

NTT DoCoMo

NXP

O2

Olympique Lyonnais

Olympique Marseille

Optimus

Orange

PA Group

PA SportEV

Panathinaikos

Paris St Germain

Perform Group

Phoneytunes

Porsche Design

Portsmouth FC

Prada

Premier Goals Ltd

Premier Icons Ltd

Premiere AG

Premierscores.com

Premium TV

RAI

Reading FC

Real Madrid CF

Reliance Entertainment

Roda JC

RTVV

Sagem

Samsung

Samsung Mobile

Schalke 04

Setanta

Sevilla

Showcase

Sky Italia

Sogecable

Sohu.com

Sony Ericsson

Sony Interactive

Southampton FC

St Mirren FC

Stan James

StarHub

Steaua Bucharest

TeamTalk

Tele2

Telefonica

Telemadrid

Telenor

Telia

TeliaSonera

Telstra

TIM

T-Mobile

Torino

Tottenham Hotspur FC

Turner Broadcasting

TWI

UEFA

Valencia CF

Verizon

Virgin Mobile

Visa

VIVOtech

Vodafone

Vue

Warner Music

Werder Bremen

West Ham United FC

Wigan Athletic FC

William Hill

Wind

WinTV

Wolverhampton Wanderers FC

Xiam Technologies

Yahoo