Best Of...Episode 9 of the Digital & Social Media Sports Podcast: Connected Venues and Fans

Digital and Social Media Sports Podcast Recap
Episode 9: Bryan Bedford, Senior Manager- Business
Development, Sports and Entertainment, Cisco Systems
On episode 9, Bryan Bedford of Cisco Systems, Sports &
Entertainment, discussed the technological innovations Cisco is
bringing to sports venues, helping usher in a new era of
connected venues and connected fans.
Listen to the full episode at DSMSports.net or on iTunes. What
follows are snippets and quotes from the podcast. Enjoy and
thanks again to Bryan!

@njh287; DSMSports.net


“There is no better time to see the confluence of sports and
technology right now...That's what is cool about Cisco, being able
to see those trends and the innovation.”



“If you look back on [history], it is well before high-definition
video...The biggest 'sports technology” purchase you'd see was
video/audio for the stadium or the video transfer coaches would
use.


Bryan's career path:
Worked for three different teams in the college and pro space –
started as a senior in college and worked with the Texas Rangers
minor league affiliate in OKC and new ballpark opening; then
helped lead football operations at his alma mater in their
transition to D-II football, then worked in football operations at
TCU & was there as part of a 23-3 record in his two seasons there!
→ From TCU, transitioned and moved to XOS Digital; part of big
growth there as they expanded into digital media and film, then
joined Cisco in his current role


“There have been a lot of iterations of how sports and technology
have changed. I still don't think we're near toward the end of it,
but we're in a fun time right now.”


“Cisco is trying to capture business and technology transitions in
the marketplace...The biggest thing that has happened of late is a
lot of [recent] new construction in the industry and, at the same
time, the emergence of high-definition video and being able to
integrate that video via an IP Network.”
The solution Cisco's Stadium Vision: live TV video product for venues
Also have developed a high-density Wi-Fi platform
Stadium Mobile: mobile broadcast delivery product


“The industry has perked up and said 'Ok, now the technology is
there, now we need to drive some business innovation to go along
with it.'”



This episode's Helpful Tool: YouTube Annotations
- free tool on YouTube to add captions, notes, text, hyperlinks,
other calls to action on your YouTube videos



Cisco ~ 200 clients in 30 countries across the world.
Cisco leverages technological innovations from across the verticals
it serves to adapt across the business, including best practices for
sports and entertainment clients.



“There are four big industry things we're seeing now that are very
relevant. Everyone wants to talk about how we can impact
mobility, digital signage, all things video, and all things social. Put
all four of those things together and, riding on top of an
intelligent network Cisco has, really puts us in a unique position.”



“[Tech] is really now the cost of doing business. There has been a
shift from why to how should I be [implementing] these things.
With the right partners, the right business plan, the sky is the
limit.”



“You're not seeing any new stadium being built now that isn't
putting in large video boards, large fascia. They're all putting in a
DAS, they're all putting in Wi-Fi, and they're all putting in digital
signage. To not put in those core things right now, would [result
in] back lash from fans.



Stats say a poll of college students believe Wi-Fi is as important as
air, food, and water.
Another recent college poll had students said they'd rather lose
their wallet than lose their mobile phone!



“Teams with smaller venues look at all things Wi-Fi, mobility, [etc.]
look at [these things] as an asset, a way to differentiate
themselves...Sometimes it's easier to work with teams starting
from scratch because they have a very open mind...and looking at
new business models.”



“What we're seeing with all of our customers and partners is they
all have a desire to drive change, to be an active participant and
listener and respond to changing fan behaviors.”
“The concept of the live experience and its business as a whole is
probably at around phase one.”


Examples cited: Dallas Cowboys wanting to be known for 'video
immersion' with not just large video board, but biggest Stadium
Vision deployment in the world with over 2,500 screens
throughout the venue; next phase is bringing video to mobile with
implementing Stadium Mobile. A value add and revenue producer
across platforms.
Example cited: Sporting KC; able to send EXCLUSIVE video on
demand to select locations [i.e. premium, suites, etc.]
- “That's where you're seeing business innovation just starting
now.”


“The Penguins just leveraging Stadiumvision allowed them to
double their advertisers and triple their advertising revenues.”
Barclays Center StadiumVision Mobile had a “turnbuckle” cam at a
recent boxing match; Celtics doing mobile app pregame show that
is exclusive on the TD Garden Wi-Fi and the show is sponsored by
American Express



“There is a lot of data that says fans are very comfortable with the
at-home experience...When you go to a game right now,
overwhelming data is saying [fans] want video to be a part of the
experience of going to a game...A part of that needs to be
exclusive or unique content. 'Give me something more.' If Cisco
[wants to be] a part of providing that 'more.'”



“What makes StadiumVision unique is that it is low-latency video
[little to no delay]...It's fundamentally an advertising product...We
help our clients with how they can build packages, content, and
how they go to market from a sponsorship aspect with
StadiumVision.”
On Cisco's high-density Wi-Fi solution: “Cisco has tried to take an
innovative approaches when it comes to designing for [venues].”



“With Stadium Vision Mobile, you now have the ability to see
unique camera angles on your mobile phone live [up to four
channels]...Think about [all the exclusive content] that you can
think about. The possibilities are endless. Those are all business
and sponsorship assets that teams are looking at as net new
inventory.”



[paraphrase] Cisco can take inbound triggers from the large video
boards to trigger actions on mobiles. It's about hitting all
platforms.
“We're looking at key market transitions that make sense and are
leverageable for Cisco...


“Right now you're seeing Cisco spend a lot of time and energy
focused on where we think the Internet is going...we see the
Internet evolving into the Internet of everything – connecting
people to processes and data and things.
We're going to continue to follow that trend of Internet of
everything, Internet of things...The whole notion of connecting
people and things and processes and data is going to be really
cool.”



[paraphrase] Connecting extendable, super-personalized
experiences for fans integrating into the Internet of everything
idea.



This episode's Shareable Stat: After launch, the Kansas City Chiefs
mobile app saw an average of 5,000 new downloads per week [as
of Week 8)



Brief With Bryan Most impressive venues: Barclay's Center with StadiumVision,
StadiumVision mobile + large video screen
AT&T Stadium Cowboys
Real Madrid – noted as being very innovative



Brief With Bryan Earliest game-changing tech Bryan was part of: High-definition
video replay becoming a part of venues



Brief With Bryan Favorite live sports event he has attended: Red River Shootout
“Texas State Fair, second Saturday in October. It doesn't get any
better than the fair, football, corn dogs, fried Oreos. Put that all
together with hundreds of your friends and enemies and it doesn't
get any better.



Brief With Bryan Favorite live sports event he has attended: Red River Shootout
Venue that does the best job with sports tech: Sporting KC



Brief With Bryan Favorite food experience at a venue: “Nothing beats a drink and
peanuts at a hot dog at any venue. That's a staple for me.”



Bryan's Social Media All-Star to Follow: @ChrisYates11 of Huddle
Productions, very active on Twitter and Google Plus with weekly
hangouts presenting insights in this space.



Where to find Bryan: @Bryan_Bedford on Twitter, Bryan Bedford on
Google Plus
Follow @CiscoSESG for tweets about Cisco's sports and
entertainment solutions group and content in the space



Thanks again to Bryan Bedford for sharing his time and knowledge
on the Digital and Social Media Sports Podcast!
For more, visit DSMSports.net and follow me on Twitter @njh287.


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Best Of...Episode 9 of the Digital & Social Media Sports Podcast: Connected Venues and Fans