Connected venues. Going from spectator to participator. Ericsson ConsumerLab Research 2017

Transcription

1 Connected venues Going from spectator to participator Ericsson ConsumerLab Research 2017

2 The target group for this study is visitors to a larger arena in the UK, split into the following major sub-groups: Heavy sports visitors are overrepresented by men, aged 3039 years, employed full-time, lower educated, married and living with children. Desk research and expert interviews Regular music visitors are more often women, younger than 39 years old, highly educated, married and living with children. Exhibition visitors are typically women, younger than 39 or older than 60 years old, well educated, employed full-time, married and living with children. Methodology Qualitative study 16 phone interviews, onsite observations at the Ricoh arena in Coventry, UK Quantitative 1,000 large arena visitors in the UK Three main groups of visitors: Sports Music Exhibitions Results in study are representative for ~ 30 million visitors in UK Ericsson ConsumerLab study report - Connected Venues Ericsson AB 2017 October 2017 Page 2

3 Summary Fans have high expectations on their venue visits related to atmosphere, excitement, real-life experience. 1 2 From spectators to Connectivity is becoming crucial for event visits. This is observed among the younger audience. The mobile operator has a clear role to play as facilitator and provider of digital services. Connected venues represent an untapped opportunity. Source: Ericsson Consumerlab Connected venues 2017 Base: Large Arena visitors in the UK 4 participators 3 The event experience is becoming immersive when augmented and virtual reality services are introduced. The consumers go from being spectators to becoming participators. Ericsson ConsumerLab study report - Connected Venues Ericsson AB 2017 October 2017 Page 3

4 Key findings Experience Needs Unmet needs related to the event experience fuel nextgeneration digital services Venue visitors go from spectators to participators when services related to augmented and virtual reality are introduced Digitalization prolongs, integrates and extends event experiences. Problem areas are fixed and the actual event experience is transcended Ericsson ConsumerLab study report - Connected Venues Ericsson AB 2017 October 2017 Page 4

5 Evolution to the digital connected venue There is an opportunity to act now. Large investments in connectivity will create new challenges and opportunities for the live industry when processes, context and services are digitalized. Opportunities Transcend the event experience Activate sponsorship and advertising Customization and promotions Loyalty and upsell Increased safety Threats New competitors Price competition Piracy Ericsson ConsumerLab study report - Connected Venues Ericsson AB 2017 October 2017 Page 5

6 Event experience most important for venue visits Real-life experience Feeling of a massive event, large crowd, loud noise, fans singing and cheering. Great viewing and sound. Experience things you don t see or feel on TV. Excitement Experience extraordinary things on pitch or on stage. Surprises and unexpected things. Feeling of success and victory. Atmosphere Friendly and welcoming. Tension in the air. Music, singing, sounds. Build up atmosphere before at fan village, drinks and food before the game. See players warm up and make preparations. Ericsson ConsumerLab study report - Connected Venues Ericsson AB 2017 October 2017 Page 6

7 Understanding the customer journey at events Enjoy event, socialize Share, remember, build expectations for next event Enjoy atmosphere Level of digitalization Plan, book & order Travel to venue Check in, eat drink Preparation for event Main attraction Eat, drink, purchase, transportation After the event Stress, hassle with tickets Crowded exits, transportation problems Consumer experience Source: Ericsson Consumerlab Connected venues 2017 Base: Large Arena visitors in the UK Ericsson ConsumerLab study report - Connected Venues Ericsson AB 2017 October 2017 Page 7

8 Still many Experiences that can be digitalized 1. Information and ticketing: Easy to get event information. Smooth ticketing process. Knowledge about the event. 2. Belonging: There are nice traditions at the event to follow. It brings a nice feeling of being part of a community being in the crowd at this event. 3. Environment and safety: Feeling of safety and security at the arena. The arena is nice and clean. 4. Socializing: I can socialize with my friends or family at the arena. 5. Food and beverage: Satisfaction regarding food and drinks, places, prices, options, etc. 6. Individual needs: It is an efficient visit with the chance to do many things. I can make my own decisions. The event is adapted for my personal needs. 7. Event experience: At the event there is a great atmosphere. The event is priceworthy, exiting, relaxing and welcoming. It is close to a real-life experience. 8. Accessibility: It is easy to get to the arena and there are acceptable queues to toilets, bars and restaurants at the arena. Level of digitalization Source: Ericsson Consumerlab Connected venues 2017 Base: Large Arena visitors in the UK Ericsson ConsumerLab study report - Connected Venues Ericsson AB 2017 October 2017 Page 8

9 Five segments of visitors identified 1. Full service Francis Convenient real-life experiencer Relevant arena, relaxed, real life experience, easy to access, safety, info before, smooth ticketing, arena itself, accessibility, small queues, full day experience, socialize, efficiency, middle of career, fulltime workers, mid-aged, visit all sport, music and exhibition most, living with family and kids 2. Content Caren Content visitor Main attraction, atmosphere, real-life experience, smooth ticketing visitors 3. Social Sue Social event visitor exhibition visitor Welcoming, food and drinks, Wi-Fi, in control, personal needs, retired older +50, sport event, married with children left home, low educated, less individualistic, less Internet 4. Tribal Thomas Excited tradition visitor soccer fans Atmosphere, excitement, part of a crowd, nice traditions to follow, students, music event, singles, younger 5. Following Fred Follower relevant arena, adapted for personal needs, relaxed if it fits them Source: Ericsson Consumerlab Connected venues 2017 Base: Large Arena visitors in the UK Ericsson ConsumerLab study report - Connected Venues Ericsson AB 2017 October 2017 Page 9

10 77% 71% 51% Young visitors driving change 28% 11% In the group years old: 99% brought a smartphone to the event, 92% did something with their phone Usage of internet-based services at a venue 12% 60% 45% 3% Interested and willing to pay for Interested Age in years Age is the strongest predictor for smartphone usage at events but also for interest in new digital services This indicates a change in behavior over time Younger than 40 Older than 40 Interest and wiliness to pay for venue-specific services Ericsson ConsumerLab study report - Connected Venues Ericsson AB 2017 October 2017 Page 10 Source: Ericsson Consumerlab Connected venues 2017 Base: Large Arena visitors in the UK

11 a new Venue experience Extending and integrating the customer journey Friend Finder Gambling Augmented Reality Services Atmosphere Apps Experience Online Reviews Best Moments Video Clips Experience Journey Planner Mobile Tickets Recommendations Recommendations Source: Ericsson Consumerlab Connected venues 2017 Base: Large Arena visitors in the UK Ericsson ConsumerLab study report - Connected Venues Ericsson AB 2017 October 2017 Page 11 Time

12 Bringing the experience to life Spherical camera lenses to record 360-degree video 37 C 97 Displayed as onscreen graphics Biometric wearables and mobile technology View augmented by biometric and contextual data 156 Presented on a light, wearable device such as glasses Ericsson ConsumerLab study report - Connected Venues Ericsson AB 2017 October 2017 Page kph Each player s firstperson perspective Enjoy more senses through haptic or tactile feedback

13 What services to focus on? Related need/interest Lower Interest Higher Interest Higher importance Atmosphere apps Augmenter Virtual visits Smart facilities Queue locator Security services Lower importance Scheduler app Instruction videos Junior app Seat upgrades Digital tickets Loyalty programs Untapped opportunities in services with lower interest but related to higher needs. Source: Ericsson Consumerlab Connected venues 2017 Base: Large Arena visitors in the UK Ericsson ConsumerLab study report - Connected Venues Ericsson AB 2017 October 2017 Page 13

14 What services to focus on? Related need/interest Lower Interest Higher Interest Higher importance Innovate Harvest Lower importance Monitor Potential Untapped opportunities in services with lower interest but related to higher needs. Source: Ericsson Consumerlab Connected venues 2017 Base: Large Arena visitors in the UK Ericsson ConsumerLab study report - Connected Venues Ericsson AB 2017 October 2017 Page 14

15 Going from spectator to participator Closing distances in time and space Time On-Demand Event Video replays Play service Previews Virtual Event Football and sports Virtual business events Historic events Augmented Event Behind the scenes Updated stats and facts during match 3D sound Participator Event Event live broadcasted in VR Close to reality Distance Ericsson ConsumerLab study report - Connected Venues Ericsson AB 2017 October 2017 Page 15

16 Final discussion 1 2 In what way will Internet and digitalization enhance the arena experience? Will digital make the whole traditional live experience obsolete? 3 4 Who will dominate the new arena experience? Will we see a closing border between media and onsite event experiences? Ericsson ConsumerLab study report - Connected Venues Ericsson AB 2017 October 2017 Page 16

17 Supportive infrastructure to realize needed services Massive MTC Critical MTC LOW COST, LOW ENERGY SMALL DATA VOLUMES MASSIVE NUMBERS Friend Finder Atmosphere Apps Online Reviews Best Moments Video Clips ULTRA RELIABLE VERY LOW LATENCY VERY HIGH AVAILABILITY Information and ticketing Network slicing Augmented Reality Services Smart facilities ERICSSON RADIO SYSTEM 5G, multi-operator DOT, CBRS ERICSSON 5G CORE SYSTEM distributed cloud / Mobile Edge Computing, network slicing Environment and safety Ericsson ConsumerLab study report - Connected Venues Ericsson AB 2017 October 2017 Page 17

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