 | Issue: | North America II 2015 |
| Article no.: | 12 | |
| Topic: | A Whole New Game for “The Connected Stadium” | |
| Author: | Adam Alevy | |
| Title: | VP Technology | |
| Organisation: | Laird PLC | |
| PDF size: | 366KB |
About author
Adam Alevy is the Vice President of Technology for Laird PLC’s Infrastructure Antenna Systems group. He has nearly 30 years of experience designing and managing the development of antennas for telecom, Wi-Fi, and military applications, including radars and satellite communications terminals. He joined Laird in 1998, and has managed Laird’s antenna technology team since 2007.
Adam graduated from Northeastern University in Boston with a B.S. in Electrical Engineering. Laird is a major supplier of wireless solutions to major venues, stadiums and event managers around the world.
Article abstract
Consumers worldwide today are already using their smart devices to digitally interact with members of their go-to social channels, and sharing LIVE action video and photos with friends during games. But, today, when 50,000-to-80,000 people start using their smart phones and tablets in high-density environments under one roof – places like stadiums and arenas — their hopes of being able to “connect” and “share” are quickly dashed because available bandwidth falls far short of the demand.
Full Article
More than 110 giant sports stadiums and entertainment venues are now being built or are proposed for construction over the next few years in America, Europe, Asia, the Mideast, and South America.
And, as wireless mobility continues to grow worldwide, soccer, football, and baseball stadiums, cricket grounds, basketball arenas, race tracks, and large amphitheaters could – or should – become supercharged bastions of wireless connectivity as owners and fans prepare for a whole new game.
They should be built with the future in mind to fully leverage the benefits of Wi-Fi to enhance not only the “fan experience” but to create new revenue opportunities for owners, advertisers, and vendors alike while streamlining the way they do business.
Mobile Revenue
Industry analyst Market Research predicts that 8.5 billion mobile phones and devices will be in use by consumers by 2019. Many will have more than one smart device.
Consumers worldwide today are already using their smart devices to digitally interact with members of their go-to social channels, and sharing LIVE action video and photos with friends during games.
But, today, when 50,000-to-80,000 people start using their smart phones and tablets in high-density environments under one roof – places like stadiums and arenas — their hopes of being able to “connect” and “share” are quickly dashed because available bandwidth falls far short of the demand.
If a robust wireless infrastructure were in place to enable reliable connectivity for all, venue owners and fans would no longer have to worry about the reliability of their wireless signal. Then they can begin use that connectivity in new ways.
These new ways could include things as simple as “in seat” food or beverage ordering and payment processing. Gone are the days of waiting for the soda or cotton candy vendor to finally make it over to the section where the fan is waiting. Now the fan can place the order when they want and the vendor can go directly to the customer increasing throughput.
But this new trust in the reliable connectivity of a Connected Stadium goes even further. As brands increasingly look to deliver a great “brand experience,” the connected stadium provides an ideal platform for brands to effectively promote their products among targeted audiences.
For example, in the future, venues that can capture behavioral and location-based data also stand to provide a more streamlined spectator experience. With robust real-time data, a craft beer company could, for example, funnel its ads to fans, and invite them to visit the craft beer stand located directly behind their section in the stadium.
Brands will be able to redefine “direct marketing” by advertising their products directly to the spectator’s hands through their mobile devices.
Mobile advertising by teams and venue sponsors also can provide a lucrative source of revenue, which can help maintain the stadium or arena, ensure reasonable ticket prices, and help cover lucrative player contracts.
The Business Side of Wireless
In a Connected Stadium, future fans can expect in-hand and streamlined access to instant replays, an immersive half-time entertainment experience, and even real-time voting on the Play or Player of the Game, or the “Man of the Match,” all through their smart devices.
The same should hold true for employees working to keep the stadium operating like a well-oiled machine. Employees should expect streamlined access to current inventories, real-time alerts regarding short-staffing situations, and a secure way to alert personnel when plans change due to weather or a security threat.
These features could certainly be in place without wireless technology, except who wants to see a hot dog case with wires coming out of it? A Connected Stadium could utilize small wireless sensors that can easily be placed to strategically measure the number of hot dogs in the refrigerator or the weight of a beer keg to alert personnel to grab a new one before the current keg runs out. All of this automatic inventory analysis saves employees time and maximizes the sales for each stand.
Employees could also check in for their shift via their cell phone. This sort of “geo-fencing” is already in use by multiple smartphone apps, but applying it to a connected stadium allows the right manager to get an alert the minute an employee is late for their shift. Now that manager has more time to find a replacement and ensure that operations will not be short staffed on game day.
Consistent coverage
While the benefits are apparent, consistent coverage continues to be a huge challenge.
The oviform shape of the RF frequency is where the issue occurs. In terms of signal this can cause black spots at the front and back edges of the stadium.
It is important for the venue operator to consult with RF industry experts to find a solution to any coverage problems in and around the stadium. The first step would be to map the stadium’s infrastructure from a coverage and antenna perspective. Overlapping RF frequencies could be used to ensure a good spread of wireless coverage for the fans’ benefit.
The same can be accomplished for the enterprise side of the stadium where restaurants, maintenance, and administrative office staff rely on connectivity to provide a winning experience for fans, athletes, and owners.
A Distributed Antenna System (or DAS) can customize the coverage area inside, around, and even underneath a stadium. This kind of “sectorization” maximizes frequency re-use and capacity enhancements creating the robust wireless infrastructure required. It also allows for greater adaptability with regard to varying bandwidth demands. After all, since when do fans and staff stay evenly spread out across the structure?
As branding and style are becoming more distinctive among venues, new innovations are allowing for low-profile technologies which can be mounted to the ceilings or surfaces of the stadium so many spectators will not ever see the equipment enabling their connected experience.
So, as the more than 110 giant sports stadiums and entertainment venues are built over the next few years around the globe, smart owners of sports and entertainment venues should consider pushing the envelope to ensure fans, advertisers, and vendors alike can capitalize on the evolving wireless connectivity to enhance the fan experience and create a whole new game.
