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 newsletter!

Or

Sign up to gain exclusive access to email subscriptions, event invitations, competitions, giveaways, and much more.

Membership is free, and your security and privacy remain protected. View our privacy policy before signing up.

Error: Please check your email address.
Show Comments

Latest Videos

Conversations over a cuppa with CMO: ABC's Leisa Bacon

In this episode of Conversations over a Cuppa with CMO, ABC's director of audiences, Leisa Bacon, shares how she's navigated the COVID-19 crisis, the milestones and adaptability it's ushered in, and what sustained lessons there are for marketers as we start to recover.

More Videos

Zero proof spiritsUsa since 2011 www.arkaybeverages.com🤪🤟

Sylvie

How this alcohol-free spirits brand rode the health and wellness wave

Read more

okay this a good newsmaybe i gonna try it

kenzopoker1

CMO's top 8 martech stories for the week - 9 July 2020

Read more

Very insightful. Executive leaders can let middle managers decide on the best course of action for the business and once these plans are ...

Abi TCA

CMOs: Let middle managers lead radical innovation

Read more

One failing brand tying up with another failing brand!

Realist

Binge and The Iconic launch Inactivewear clothing line

Read more

I am 56 years old and was diagnosed with Parkinson's disease after four years of decreasing mobility to the point of having family dress ...

Nancy Tunick

The personal digital approach that's helping Vision RT ride out the crisis

Read more

Blog Posts

MYOD Dataset: Building a DAM

In my first article in this MYOD [Make Your Organisation Data-Driven] series, I articulated a one-line approach to successfully injecting data into your organisation’s DNA: Using a Dataset -> Skillset -> Mindset framework. This will take your people and processes on a journey to data actualisation.

Kshira Saagar

Group director of data science, Global Fashion Group

Business quiet? Now is the time to review your owned assets

For businesses and advertiser categories currently experiencing a slowdown in consumer activity, now is the optimal time to get started on projects that have been of high importance, but low urgency.

Olia Krivtchoun

CX discipline leader, Spark Foundry

Bottoms up: Lockdown lessons for an inverted marketing world

The effects of the coronavirus slammed the brakes on retail sales in pubs, clubs and restaurants. Fever-Tree’s Australia GM Andy Gaunt explains what they have learnt from some tricky months of trading

Andy Gaunt

General manager, Fever-Tree Australia and New Zealand

Sign in