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

Is your content marketing missing the mark?

Does it ever seem like the content you create falls flat on its face or that the leads you’re generating aren’t worth following up?

Dan Ratner

managing director, uberbrand

​ Creating a purpose-driven brand

So you want to be a brand with purpose. But what does it actually mean to build a brand with real meaning?

Paul Chappell

Partner and managing director, Brand + Story

Customer experience crisis: Proactively mitigating the risk of broken promises

Last Friday, three weeks after United Airline’s spectacular customer experience disaster, customers received a letter from the company’s CEO, Oscar Munoz.

Very rarely have I come across views so true. There are so many gems in this article, reflective of reality, onec can read it again and a...

Shyam Mishra

ANZ digital chief: Tackle the ‘frozen middle’ of your organisation or face irrelevancy

Read more

STOP STEALING BUISNESS CLASS TOILETS from A380, new 787's and A330's!!!!Thats what you call customer experience ONE toilet for all Busine...

Joe

Qantas CMO: What it's taking to evolve our customer experience

Read more

Dare i suggest that a "CEO" role in a peak industry body like Think Brink is not really much of a leap from CMO because it is also a mark...

Sventana

CMO to CEO: Think Brick chief reveals what it takes to make the jump

Read more

Grate post, thanks for the post.No matter what your business is, if you do no not rank among the top most search results of Google, Yahoo...

Rahul

Image intelligence:10 must-see infographics for marketers

Read more

Thank you Shane Blandford for carrying my Smarketing vision into KM !

Peter Strohkorb

​CMO Interview: Why aligning sales and marketing drives innovation at Konica Minolta

Read more

Latest Podcast

More podcasts

Sign in