London's Kia Oval Uses Beacon Technology to Engage With Fans
Rahul Kalvapalle — September 24, 2014 — Lifestyle
References: kiaoval & contactlessintelligence
The Kia Oval, one of the most important and historic sports stadiums in the world, will also now be one of the most high-tech thanks to its embracing of beacon technology that uses location-based technology to enhance the fan experience. The technology, enabled by mobile marketing and payment company Proxama, was introduced during the 5th Test Match between England and India on the 15th of August.
The beacon technology connects to a free smartphone app, and sends fans a welcome message when they are approaching the stadium. The technology also allows fans to access relevant content within the ground ranging from live scores and schedules to interactive player profiles and competition entries.
The Kia Oval may have been a pioneering stadium of the late 19th century thanks to its involvement in cricket, football and rugby, but its use of beacon technology means it will continue to be a pioneer in the 21st century.
The beacon technology connects to a free smartphone app, and sends fans a welcome message when they are approaching the stadium. The technology also allows fans to access relevant content within the ground ranging from live scores and schedules to interactive player profiles and competition entries.
The Kia Oval may have been a pioneering stadium of the late 19th century thanks to its involvement in cricket, football and rugby, but its use of beacon technology means it will continue to be a pioneer in the 21st century.
Trend Themes
1. Beacon-fitted Sports Stadiums - There is an opportunity to create a more immersive and personalized fan experience through the use of beacon technology at sports stadiums.
2. Location-based Fan Engagement - The combination of beacons and mobile apps creates an opportunity for sports teams to engage with fans in a more targeted and personalized way based on their location within the stadium.
3. Stadium Digitalization - The implementation of beacon technology at stadiums is part of a larger trend of digitalizing stadium experiences for fans.
Industry Implications
1. Sports - Sports organizations that embrace beacon technology have an opportunity to create a more engaging fan experience and stay competitive in the digital era.
2. Mobile Marketing - Beacon technology creates new opportunities for mobile marketing, enabling location-based targeting and personalized messaging to fans in real-time.
3. Payment and Transactions - Beacon technology can be used to facilitate in-stadium transactions, including mobile payments and food and beverage ordering, enabling a seamless and cashless fan experience.
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