To kick off the mobile bootcamp at the iMedia Breakthrough Summit in Atlanta, GA, Gregg Heard, VP, Brand Identity & Design, AT&T, discussed how mobile technology has the power to change the way we live our lives.
AT&T has been reshaping the mobile experience not only through communication and how it conducts business, but also how consumers are connected to their homes, entertainment, cars, and more specifically, the way people can enjoy a football game. And sports, in general, provides the perfect metaphor to show how mobile is dominating the user experience -- now and going forward. Starting with the development and design of the AT&T Stadium in Dallas (the home of the Dallas Cowboys) the brand is devoted to creating the ultimate, game-changing fan experience, which is heavily reliant on mobile technology. Sports data consumption is exponentially rising, and mobile is leading the way. A few key stats: 73 percent of fans have their mobile phones on hand at stadiums, this year's Super Bowl brought in a whopping 12,233 tweets per second by the end of the game, and 32 million fans are playing fantasy football while at the games in U.S. and Canada. And just as important as having stadiums being fitted for mobile engagement, is bringing the fan experience to people not at the stadium. This provides a huge opportunity for potential brand engagement with millions of fans that want to be a part of the action no matter their location. Heard quoted a Business Insider article that pin points the need for mobile, It seems the closer you get to the game, the more you don't know what's going on. So how has AT&T mobilized the fan experience? The company's fundamental concept of creating a simple, yet dynamic, user experience has been a key component for its mobile integration. And with a 130 year history, AT&T knows a thing or two about innovation. The brand has created a unique mobile strategy -- incorporating mobile points of engagement at the stadium and for fans at home to enhance user experience -- in these three ways: 1. Increased video display 2. Imerssive columns filled with exclusive content for fans to interact with. 3. The AT&T Stadium App, which amplifies the overall fan experience. For other brands to follow suit and keep consumers engaged, Heard emphasized how updating technology strategies are essential. He also said this requires company's to not only be technologically advanced, but also digitally literate. For business's, IT is now everybody's job, and Heard attributes this progressive mentality as part of AT&T's success to stay relevant and keep up with the fast technological changes -- especially within mobile. Other ways the company is tapping into mobile are geo-fencing around the stadium for fans to receive their digital ticket upon arrival, a new app called Unite This House that's re-imagining a new way to digitally cheer, and The Fan Choir, which brings fans together by uploading videos outside the stadium and leveraging social media. And social gaming is on its way through increased crowd polling capabilities. Heard said fans want two things: Stats and their face on the Jumbo Tron, and mobile make both easier to capture. Whether you're talking about a stadium or any other kind of large venue that elevates the fan experience, these technological overlays are just scratching the surface of what's yet to come.