Technology giant IBM is marking its 25 year partnership with The Championships, Wimbledon, by bringing tennis fans even closer to the prestigious event, with new ways to access and interact with the latest Championships news and court-side action as it happens.
IBM is serving numerous innovations to Wimbledon fans, including an enhanced interactive mobile experience; redesigned and simplified SlamTracker analytics that encourages engagement; and a new Social Command Centre powered by IBM SoftLayer cloud that will provide The All England Lawn Tennis Club (AELTC) with insights into social media conversations about The Championships.
The engaging Wimbledon 2014 experience continues a tradition that has existed since IBM became AELTC’s technology supplier in 1990. Over the years, the partnership has consistently delivered innovative technology solutions, enhancing The Championships’ experience for players, coaches and fans around the world.
“We continue to look for new ways to innovate and strengthen our leadership position in the sports industry, and one of the ways we will do this is by delivering content and information about The Championships to fans in the way that they want to consume it, no matter where they are,” said Mick Desmond, Commercial Director at AELTC. “Working with IBM is a winning partnership because it allows us to create a unique digital environment that delivers stats, video and information to our fans whenever they want it on all devices and is the next best thing to being there.”
Innovations for 2014 build on the inclusion of live video on wimbledon.com in 2012 as well as wider platform coverage and iPad app in 2013. “What stood us in good stead was what we did with our digital assets,” explained Desmond. These innovations include:
Evolving topics – Understand what topics are growing or reducing in focus and their relative importance to fans in order to make editorial decisions about content priorities
Key social statistics – Discover core data points around volume and reach of fan conversation, where it is focused in terms of location, which players it isfocused on and what is appealing to fans
Player conversations – Get insight into what participating players are discussing, what fans are saying about them, and who has the greatest share of voice.
Social heat-map – Representative world view depicting popularity of topical discussion points surrounding players, performance and results.
Hill vs World – A global social conversation which will encourage the audience onsite to respond to match-based questions, and compare their responses with the audience offsite.
Social court – Insight into which topics are being discussed about specific courts around The Championships, and why.
Influencers – Understand who is driving the Wimbledon social conversation, why they are influential and what are they saying. This is delivered using complex network algorithms from IBM’s Customer Experience Lab that taps into IBM’s $6 billion annual research and development investment.
Wimbledon Sentiment – Real- time analysis of how Wimbledon’s own social brand is being perceived, informing adjustments to content and style
“Social media has become important; it’s a fundamental part of our digital strategy,” said Alex Willis, Content and Communications Manager, AELTC.