Digital Events go Mobile
Dr Mike Short CBE FREng FIET
Vice President , Telefonica Europe
www.telefonica.com
Digital Scotland 2013
22nd May 2013
mike.short@o2.com
1. The opportunity
The 1st MultiMedia Games
2. How we tackled it…
Industry leadership by O2 … and co-operation
Other Mobile
Networks
JOOG
MEG
O2 led:
Aquatics, Handball, MPC, IBC, Catering Village,
Hockey, Velodrome, Basketball, Water-polo,
Athletes Village
Off Park – Wembley Arena, Earls Court, Eton
Dorney, Hadleigh Park,
Hyde Park, Horse Guards, Greenwich,
Box Hill and Hampton Court,
Millennium Stadium, The O2, Ricoh Arena, St
James, Hampden Park
plus the Olympic Family systems.
Olympic Forecasting:
Anticipating customer movement and
demographics
Ticket holders
Business as
usual
Travellers & Visitors
at
Ports of Entry
Social Groups
Big screen
venues
At home
Re-thinking the radio networks
Twickenham originally
had 4 small antennas
New high capacity system
has 30 large antennas
Twickenham 2010 : from 3 sectors … to 30.
....and the Olympic Stadium used 40 sectors.
IET White papers – www.theiet.org/ict2012–
www.t.org/ict2012
heiet.org/ict2012
Athlete`s Village :The greatest density
of Femto cells :
1200+ , serving 65 blocks
The scale
O2 was a flagship operator, designing & deploying
Olympic Park Venues:
2/3rds of the Olympic Park Venues
The Olympic Park was the size of a large city like Leeds
or Seville
Off Park Venues:
75% of the venues
And finally – the Olympic Family solution
(153,000 people)
9
The network came alive in London…
London Marathon
Chelsea Flower Show
Diamond Jubilee
Wimbledon
10
Mass events generated massive innovation
Small cells
Mission Control
Logistics
Real time
benchmarking
100
80
20
8
14
10
14
60
12
12
13
12
14
15
10
5
40
-4
-5
Cells on
Wheels
Operating Model
20
-8
0
-19
-15
-25
-22
-20
-15
-27
-12
-11
-10
-24
-24
-24
-6
0
-5
-12
-18
-10
-15
-40
-20
27/06-03/07
11/07-17/07
25/07-31/07
08/08-14/08
22/08-28/08
3. Outcomes – intended and unintended
The celebrations were shared over mobile
We did it!
17
29
19
4. We’ve only just begun
Key learnings
Stakeholders
Forecast
early
Test your
solution in a
key Stadium
Encourage
Wi-Fi
Build a
winning team
Unknowns
Leverage
brand
opportunities
Innovate at all
levels
16
The Future
17
Bringing 4G services to
Scotland
Our network tomorrow
2012
3G Coverage
2017
2G/3G/LTE
Coverage
O2 Coverage
19
Ubiquitous data coverage and innovation will
radically change how we live our lives
20
4G – Transforming Business and Government
Increasing the
productivity of
people and
processes
Enabling
transformation of
Local
Government
Helping business
get closer to
customers
.
.
21
Bringing together the complete Digital
Experience
22
The complete Digital Experience…also depends
on building confidence and trust
23
Building a Digital Scotland
Dr Mike Short CBE FREng FIET
Vice President , Telefonica Europe
www.telefonica.com
Digital Scotland 2013
22nd May 2013
mike.short@o2.com
Te l e f ó n i c a ’s
Millennial
Survey:
Understanding the
generation
that leads the
digital revolution
The largest and most
Telefónica
Global
Millennial
Survey
comprehensive global
study of adult
Millennials conducted to
date
>12.000
190 Qs
Millenials
+
A global conversation
1.
London
Tuesday, 4th June
2.
Sao Paulo
3.
Thursday, 6th June
Brussels
September
European
Campus Party
2013
Digital
ecosystem needs
skills and
innovation :
2-7/09/2013
O2, London
Berlín, 2012
Biggest tech festival in Europe
Digital sleep over designed to
kick start Europe!
24x7 From 10 ‘till 10
10,000 campuseros per day
Tens of thousands more see
the content streamed line
Up to 5,000 camping
260,000 developers and growing
600h content
Campus Party Europe 2013
London
London, 2013
Building a Digital Scotland
Dr Mike Short CBE FREng FIET
Vice President , Telefonica Europe
www.telefonica.com
Digital Scotland 2013
22nd May 2013
mike.short@o2.com