PATRIK JAKOBSON
Head of Network-as -a-Service, Ericsson
DIGITAL TRANSFORMATION
the game, but also after.”
condensing the fan experience into a frantic two hours on-site, Ericsson is working on the means to extend its Network-as-a-Service beyond the boundary of the arena gates. “We are designing a Wi-Fi or a Mobile Broadband network on the premises, working together with the national coverage networks so we can support, operate and integrate these into their networks. So the user gets a seamless experience when they use the mobile network at home or travelling to and from the venue.” This seamless digital experience turns every fan into a broadcaster, able to share, connect, and enhance every part of the day, and by extension, the Chelsea FC fan experience.
Experience Inspired By The States
So how will Ericsson’s platform change Chelsea FC’s current offering to fans? “One of the opportunities we bring to Chelsea FC is a new avenue to work with advertisers,” says Jakobson. Similar to the work at the Wasps’ Ricoh Arena, the
Connected Venue will bring Chelsea FC more in tune with the fan’s needs, wants, and pain points. “One of [Wasps’] key drivers for having a connected venue was to get to know who their visitors are, where they are and what they are doing, so that they can tailor different services and advertising towards them, and I think that will be part of the foundation here as well.” With the option to selectively target
fans in a way that is relevant and most likely to drive conversion, Connected Venues are taking on a role similar to that of the American sporting venues. “Personalisation is one of the areas where there was an unmet need, and that was based on feedback from the consumers themselves, not the venues,” explains Jakobson. “But I think we will see a similar evolution in Europe and Asia as we have seen in the US. I would say they are ahead of the curve, because they have such a culture around these events - they are where you spend time with friends and family. And a baseball game takes four hours! That’s why there are so many
We're working towards that full-day experience, before and during
opportunities, not only for sport, but for these arenas to become ‘mega venues’, casinos, hotels, exhibitions, concerts - the Connected Venues are morphing into areas where there are a lot of potential digital experiences ready to be opened up to the consumer.” The experience of the Stamford Bridge Spectator is being transformed, offering an entirely new way of engaging with the team, the club, and the wider fan community. Ericsson’s Network-as-a-Service is changing the way venues are able to engage, protect, listen and market to their visitors, and this is only the beginning. “What we bring to Chelsea FC is our previous experience, which allows us to benchmark these developments. We have learned what does and doesn’t work, and we can be a partner in this digital transformation with them, bringing the connectivity needed to turn their already savvy digital offering into something truly innovative and extraordinary.”
ericsson.com
33 issue 31 spring 2018
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