IBM apps use real-time data to serve up fan engagement at Australian Open

Fans can use social media apps through mobile devices to talk directly to their favourite players

View all images

Tennis fans are being served up mobile interactivity at this year's Australian Open, including a new free iPad app which enables them to follow and tweet messages of support to their favourite players.

Fans can also track player popularity online, although after last night, they may be using the app to express their disappointment at Australian Bernard Tomic's withdrawal during his first round clash with Rafael Nadal.

Australian Open organiser, Tennis Australia, has also worked with IBM to introduce IBM ReturnServe, an app that lets fans experience what it is like to face a serve from the world's top tennis players.

IBM ReturnServe analyses real-time data from every point of games at the Rod Laver Arena. This "live serve" data is displayed in a graphically-animated environment so fans can attempt to return serve at home using their computer or at select onsite locations using a virtual reality headset.

Tennis Australia CIO, Samir Mahir, said the organisation is seeing increased demand from fans around the world for more access and real-time event content.

Related: Interview: Samir Mahir, CIO, Tennis Australia

"Over two weeks of the Australian Open last year, more than 15.5 million unique users connected with the tournament online, and almost half of the website views were from mobile devices," he said.

"Each year, we aim to enhance the event experience and this year we have worked with IBM to develop a new iPad app, improve the website and smartphone apps, as well as advance the technology infrastructure behind the scenes."

Tennis Australia has been working with IBM for a few years to deliver innovative technology to players, fans, and the media at the world-renowned tournament tennis tournament.

Other technology being offered are IBM SlamTracker, a statistics and visualisation platform that uses predictive analytics and historical data to identify and broadcast key performance indicators (KPIs), providing comparisons of players' careers and live performances.


Infographic: IBM's activities at the tennis tournament

During a match, each player's performance is measured against their KPIs and updated in real time on the Australian Open website.

New features in SlamTracker this year include streamlined analysis of key turning points in a match, such as aces and winning shots, and a social media sentiment feed that measures the percentage of positive tweets.

The Australian Open Social Leaderboard - which is updated every few minutes - tracks the positive and negative sentiment for players on social media. Fans help their favourite players move up the ranks by 'liking' or tweeting favourably about a player.

Pictured at top: IBM's server room at the Australian Open.

Follow CMO on Twitter: @CMOAustralia, take part in the CMO Australia conversation on LinkedIn: CMO Australia, or join us on Facebook: https://www.facebook.com/CMOAustralia

Signup to CMO’s new email newsletter to receive your weekly dose of targeted content for the modern marketing chief.

Join the CMO newsletter!

Error: Please check your email address.
Show Comments

Supporting Association

Blog Posts

Disruption Down Under – What’s Amazon’s real competitive advantage?

Savvy shoppers wait in anticipation, while Australian retailers are gearing up for the onslaught. Amazon’s arrival is imminent.

Change across the board: Why boards need to digitally evolve

Traditionally the non-executive board of a company acts in an advisory capacity - attending monthly board meetings to offer overarching advice and guidance typically focusing on:

Jodie Sangster

CEO, ADMA

The most desirable customers you’ve overlooked

“What will really move the needle?” This is a question that keeps leaders awake at night. And at the intersection of some of their top priorities – finding pockets of growth, redefining the customer experience, and making an emotional impact – lies a latent market: Their diverse customers.

Really inspiring !

Goldenboy Media

Jaywing sets sights on Australian growth with digital and data-driven agency model

Read more

Being aware of regulations or guidlines is just the start. As our CEO Emma Lo Russo stated exactly two weeks ago at an event we supported...

Alan Smith

​Are the Wild West days of influencer collaboration over?

Read more

Rebranding is always nice solution to get better organisation. Businessman may apply certain special services (for example, https://www.l...

David Hill

CMO interview: Spearheading the global rebranding of OFX

Read more

Thank you so much for sharing this article.Top Digital Marketing company in Bangalore

Way To DM

Predictions: 17 digital marketing trends for 2017

Read more

Thanks for the great article Jodie, agree many boards and senior execs are operating in outdated modes, just as we need some reverse soci...

sharyn

Change across the board: Why boards need to digitally evolve - Data-driven marketing - CMO Australia

Read more

Latest Podcast

More podcasts

Sign in