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Steve Wood CEO Tennis Australia

Steve Wood CEO Tennis Australia. Target audience. Interest in Participating in Cardio Tennis (Estimated number within general population). Males. Females. 1. 2. 3.

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Steve Wood CEO Tennis Australia

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  1. Steve WoodCEO Tennis Australia

  2. Target audience Interest in Participating in Cardio Tennis (Estimated number within general population) Males Females 1 2 3 Q. How interested are you in participating in a Cardio Tennis program/session assuming that it was offered at a price, time & location convenient to you? (extremely / very interested) Tennis Australia

  3. Young family profile PERSONAL CHARACTERISTICS Day-to-day life Goals in life CARDIO TENNIS ATTITUDES AND MOTIVATIONS Triggers to participating in Cardio Tennis Barriers to participating in Cardio Tennis “Tell me it’s quick and easy and it will boost my energy levels to cope with family life” KEY INSIGHT Young Families 30 - 44 years

  4. Young family - Brutal Simplicity of Thought PROPOSITION Fast and flexible fitness, that will keep you energised.

  5. Consumer research insights • Predominantly female (72%) • Average age 38 • Playing at least once a week • The young family segment has been the most committed • 62% say they love Cardio tennis and there is nothing they would change

  6. Digital marketing • Over 193,000 visitors to Cardio website • Over 6,000 face book likes • Over 5,000 register online for a free trial

  7. Project teams marketing approach through qualitative and quantitative research

  8. The enthusiasm felt by participants is clear! I absolutely love it and have told lots of my friends about it! It pushes me harder as a workout than I would ever do myself. I love the variety of exercises. The workout goes so quickly and is really enjoyable. It is such great exercise, as well as improving my tennis skills! I would highly recommend it to anyone! Absolutely great fun, doesn't feel like you are exercising because of this. My fitness has improved greatly and have decided to get back into competition tennis. Love it!! I have enjoyed the cardio workout combined with a few tennis skills. Its a great way to restart my tennis playing after many years off with young children. Fun also to do a group session with other women. Ever since I started Cardio Tennis I feel more energised. IT targets every part of your body as well as working on our stamina and reflexes. I just wouldn’t change anything

  9. Data is a Game Changer

  10. $366M • 684457 548 • 1000 • 720 200 • 233km/h 207km/h • 45km 6km • 100TB • 15.5M • 20

  11. Business Challenges • Transition from a SMB to a large global enterprise for the 2 weeks of the Australian Open • Huge spike in data generation and traffic • Rapidly adjust to the large number of fans and users • Address and meet the changing interests of fans, players, and the media throughout the competition • Enhance the fan experience and deepen fan engagement

  12. Changing Interests of the Players and Media • Data Analytics solution enables tools for different audiences • Match Analysis used by players and coaches for video and high performance analysis • IPTV solution (AO Vision) used by over 300 journalists

  13. Changing Interests of the Users • Australian Open TV (AOTV) including live and VOD accrued over 7M views (~ 562K hours of content) • AOTV views on the official Australian Open YouTube channel doubled to 8,865,829 • 100TB of data and video assets stored on an IBM V7000 server • Investing in PureFlex Systems for 2014

  14. Changing Interests due to Social Media • Social Analytics improved fan interaction and engagement via our Social Leaderboard • Analysis of over 9 million Twitter references to the 2013 players • AO Facebook page grew to a weekly reach of 6.1 million

  15. Enhance Fan and User Experience • Predictive Analytics help fans understand what players need to do to succeed in a particular match (Keys to the Match) • Over 41M data points analysed from 8 years of Grand Slam tournament matches

  16. Deepen Fan Engagement • Data Analytics for more insight and fan interaction • Real-time data to enrich content for second screen experience • Apps downloads • - 967,890 iPhone (up 39%) • - 631,082 Android (up 400%)

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