IBM Smarter Networks - Stadiums

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North America IOT 1Q All Manager and Executive Call

IBM Sports and Entertainment

Deliver the ultimate fan experience

Atlanta Falcons - IBM Smarter Stadium! Texas A&M - IBM Smarter Stadium!

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Our Vision

Activate revenue and profitability growth for

Sports and Entertainment Leagues, Teams,

Events, and Venues.

Drive value through an integrated Fan /

Customer / Guest Experience and Talent

Management Master Plans powered by the

fusion of Design, Strategy, Technology and

Data

Provide League, Team, and / or Event

Owners and C-Level Executives with the

information to make great business decisions

IBM Sports and

Entertainment

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Fans are demanding a better fan experience while at the game

Sports fans are demanding a better experience

– The at-home experience for fans has gotten better and less expensive over time and the stadium

experience needs to improve to keep fans engaged and coming to games

Demographics are shifting

– The younger demographic expects a constant Internet connection to be able to post photos and

videos of their experience while at the game

Professional teams are seeking ways to boost revenues

– Always on connectivity allows additional capabilities for boosting in game (e.g. in seat ordering,

mobile seat upgrades)

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There are several unique characteristics that we consider - 6 Key Observations

“A Business of

Many Businesses”

“Data and Dollars”

“You are the Content”

“Win to Sell AND Sell to Win”

“Millions of Fans, Relatively

Few Customers”

“There Is No

Off-Season”

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“Millions of Fans, Relatively Few Customers”

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Rent Earn Own

Acquire Engage Cross-Sell / Up-SellNurture & Convert Retain

Non-Fan Fan Identified Fan Engaged Fan CustomerLoyal

Customer

Extremely

Loyal Customer

Uninterested

Consumer

Unconnected

or Unidentified

Consumer

Connected

Consumer

Connected

Consumer

Connected

Customer

Connected

Customer

Connected

Customer

Inspire

Path of the Sports Consumer Journey

Season 1-3 Season 3+

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It starts with the fans and an analytics driven interactive experience is

the design pointDeliver

Smarter FanExperiences

Real-Time Decisioning

Anticipate fan needs using relevant data and understand preferred communication medium

Analyze fan engagement drivers to identify optimal messaging for fan demographics

Gather information necessary to understand fan drivers

Information Integration

FanInsights

Personalized Communication

Create personalized fan engagement messaging (promotions, real-time alerts, etc)

Predictive Modeling

Deliver individualized messaging at point of impact to engage fan and drive sales

VA

LU

E

Data Management Platform Lifecycle

Data Sources Data Data Management Platform Business Value Experiences

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Mobile, social and e-commerce build a digital platform to delight fans and help

build a loyal customer base

Food and drinkoffers in ornear venue

Real-timeinstant replays

Sharing selfiesfrom the game

Interactive mapand directions

In-stadium seatupgrades

In-seat foodordering

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An IBM Smarter Stadium enables a better fan experience for less while also

allowing you to increase your revenues

Pervasive cellular and WiFi connectivity provides the always on Internet connection your fans are demanding

Our system includes technology designed to help you boost your revenues and improve the fan experience

Our system converges PON, Wi-Fi, and Cellular connectivity onto a single fiber cabling infrastructure and costs

30% less than legacy copper based networks

Through convergence, our system requires far less space than legacy networks giving you back valuable space

Our system is Green, reducing operational costs and improving your LEED status

Our system is more reliable and far simpler to operate and manage than legacy networks

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Our mobile app, interactive signage, and digital media distribution allow you to

engage the fans before, during, and after the event

Our mobile app allows your fans to interact and summon multi-

camera replays, video-on-demand, game-tracker visualizations,

head-to-head matchups and more

Increase concession revenues by including menus on your displays

and allowing in-seat ordering

Present personalized offers to fans

Allow fans to purchase seats upgrades or tickets to future games

from their mobile device

Allow users in your suites to control camera views on specific TV or

tablet displays from their iPhone or Android device

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IBM Intelligent Operations Center provides an operational dashboard and helps

you ensure the ultimate fan experience

Find bottlenecks at gates and in parking lots

Identify crowds via video analytics

Direct fans around maintenance issues

Find patterns of incidents and locate resources

to respond

Allow fans to report incidents from mobile

devices

Monitor POS in real time and raise alerts

Monitor VIP arrivals to provide a valued

Premium Experience

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IBM Intelligent Video Analytics enhances security and public safety in stadiums

with comprehensive security, intelligence and investigative capabilities Stadiums are rich in video feeds but generally do not have video analytics

Stadiums are expected to be the next terrorist target, so safety and security are critical concerns for

stadium owners

– Video Analytics raise alerts when intruder enter secured areas and detect left packages and

vehicles

– Facial recognition detects trouble makers entering the stadium

Stadium owners are also interested in improving the fan experience and increasing revenue

– Video analytics monitor crowds at gates and concessions allowing stadiums to manage crowd

flow and drive customers to less used concessions

– Facial recognition identifies premium ticket holders to provide a premium experience

Gate flows are not

balanced

Video Analytics counts 165 People in line at Gate

22, calculates 18 minute wait

Trigger

Video

Analytics

Turnstile 17 takes

overflow

FR ID’s suspect

entering gate and

triggers auto

workflows for

response

Triggers workflow to

alert and move crowd to

alternate gates

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Legacy networks are no longer an efficient or cost effective operating model

Legacy stadium network designs rely on

multiple separate networks to deliver

services to your fans

Legacy networks rely heavily on copper and

coax cabling, requiring frequent rip and

replace upgrades as technologies change

Legacy networks take up substantial space

for wiring closets due to the distance

limitations of copper cabling

Legacy networks also require substantial

power and cooling in the wiring closets for

stacks of network electronics

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IBM has developed the IBM Smarter Stadium network which uses far less space and

costs 30% less than a legacy copper/coax based network architecture

The IBM Smarter Stadium network uses a

single converged fiber network to deliver all

services

The IBM Smarter Stadium network

combines PON and DAS onto a single fiber

infrastructure

The IBM Smarter Stadium network costs

less, requires far less space, and uses far

less power can cooling than legacy

networks

PON OLT’s

DAS Head End

Core Router/Switch

Fiber Patch

PON splitters

Power Injectors

Fiber Termination

DAS Remote Unit

PON ONT’s

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The IBM Smarter Stadium Network uses Passive Optical LAN (PON) technology

which costs 30% less than a legacy switched network architecture

PON provides LAN access throughout your stadium

for Point of Sale, Office Space, Digital Media

Distribution, Wi-Fi access points

PON is not distance constrained like legacy copper

based networks

PON utilizes a fiber based cabling plant instead of

copper saving you money and space

– less cabling, less cable trays, lower material

and installation costs, fewer wiring closets

PON does not require special power and cooling in

your wiring closets like legacy switched networks

do, saving you substantial operational costs

Traditional LAN Architecture vs. Passive Optical LAN Architecture

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Passive Optical LAN technology requires far fewer wiring closets than legacy

switched networks leaving you space for seating, concessions, or retail

The Atlanta Falcons new stadium design included a

legacy switched network design which required over

70 IDF’s due the the distance limitations of copper

cabling

The fiber based IBM solution for the Falcons

reduced the number of IDF’s required to less than

30, freeing up valuable space

This space is now available to be used for additional

seating, concessions, and retail space generating

additional revenues for the team

IBM Smarter Network IDFLegacy IDF

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The IBM Smarter Stadium Network includes a fiber based Distributed Antenna

System for 5 bar cellular coverage and a world class fan experience.

The IBM Smarter Stadium Network leverages the same fiber

infrastructure as the PON allowing for easy upgrades without

having to rip and replace your cabling plant

– When a wireless carrier introduces a new frequency,

simply swap out a card in the remote access units

Advanced features such as capacity steering allow you to shift

cellular capacity to different areas of your venue as fans move

around

– Before the game you can shift your cellular capacity to

outdoor tail gate areas

– When the game starts, you can shift your cellular

capacity back inside your stadium…..Smarter!

DAS Head End Remote Zone Location

Remote Zone Location

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The IBM Smarter Stadium Network provides stadium grade HD Wi-Fi coverage

ensuring a world class fan experience.

The IBM Smarter Stadium Network provides pervasive HD Wi-Fi

coverage throughout all parts of your stadium (bowl,

concessions, retail, restrooms, office space)

802.11AC technology provides high capacity and throughput

Multiple Wi-Fi manufacturers supported

Under seat mounting options available

Under Seat Access Point Enclosure

HD Wi-Fi Coverage Model

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The Smarter Stadium Network allows you to own the DAS infrastructure while

charging for access to your system.

The IBM Smarter Stadium Network is a neutral host

DAS solution that you own versus a third party owning

the system

IBM will help you negotiate lease agreements with the

wireless carriers. These lease agreements typically

include up front and recurring charges to the wireless

carriers which help offset the cost of the system

The wireless carriers prefer this model to other long

term leasing models available in the marketplace as

they buy only the capacity they need on the system

which saves them money

IBM Global Financing can also help you turn up-front

capital costs into affordable payments, matching cost

outlays with expected project benefits Cellular Coverage Model at Texas AM Kyle Field

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Texas A&M chose the IBM Smarter Stadium Network over a legacy network

design for the newly renovated Kyle Field.

The IBM solution allows Texas A&M to provide pervasive

Wi-Fi and Cellular coverage for over 105,000 Aggies fans

The IBM solution costs less than the legacy switched

network and DAS solutions Texas A&M was considering

Texas A&M leveraged IBM’s relationships with the

wireless carriers to negotiate lease agreements which

helped offset the cost of the system

https://storify.com/HerbHernandez/kyle-field

http://www.mobilesportsreport.com/2015/01/stadium-tech-

report-corning-ibm-bringing-fiber-based-wi-fi-and-das-to-

texas-ams-kyle-field/

https://storify.com/HerbHernandez/kyle-field

http://www.mobilesportsreport.com/2015/01/stadium-tech-report-corning-ibm-bringing-fiber-based-wi-fi-and-das-to-texas-ams-kyle-field/

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The Atlanta Falcons chose the IBM Smarter Stadium Network over a legacy

network design for their new NFL stadium opening in 2017.

The Falcons chose the IBM Smarter Stadium Network over

legacy network designs

The IBM solution allows the Falcons to provide pervasive

LAN, Wi-Fi, and Cellular coverage for over 80,000 NFL fans

The NFL’s largest scoreboard will be running over a IBM

Smarter Network

The IBM solution costs less than the legacy switched

network and DAS solutions the Falcons were considering

The IBM solution also allows access control and audio/visual

systems to leverage the same integrated fiber plant, saving

money and space

https://www.youtube.com/watch?v=SPKP7FaiqEE

https://www.youtube.com/watch?v=SPKP7FaiqEE

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Contact us today to determine how much you could save by deploying an IBM

Smarter Stadium Network

Darold Conklin

IBM Sports and Entertainment

[email protected]

716-870-4324

mailto:[email protected]

Sales

IBM Smarter Networks - Stadiums