Neil Hughes
Promoting products to iPhone users using Apple's wireless location-based iBeacon technology is a fine line, as professional sports teams try to provide helpful information to fans to sell more goods without pestering and annoying them.
Reaching the right balance has been an issue for the National Football League as well as Boston-based Kraft Sports Group, both of which spoke with GigaOm about their adoption of Apple's iBeacon technology. Sports teams hope that iBeacons will allow them to sell more goods and services by targeting interested users, but they also realize overdoing it could potentially turn customers off of iBeacon-based marketing entirely.
"We don't want to inundate the customer with ads," said Jessica Gelman, vice president of customer marketing and strategy for the Kraft Sports Group, which operates the New England Patriots and their arena, Gillette Stadium. "It's no different from the issues we have with spam marketing today — Â how to make the information timely, relevant and not obnoxious."
In their current form, iBeacons do require some level of user effort in order to start working. For example, a user must have a specific app installed for local transmitters to connect, and they must have Bluetooth and the appropriate notifications enabled.
To encourage fans to install apps and get engaged, the NFL is providing content to entertain fans during commercial breaks and halftime. In one example, the league is looking to allow fans the chance to participate in halftime shows if they register during the game.
iBeacons use Bluetooth Low Energy technology to communicate with iPhones in close proximity, allowing for location-based features. For example, Apple uses iBeacons at its own retail stores to keep users up to date on in-store happenings, offer easy access to product reviews, and even allowing users to view their iPhone upgrade eligibility or pick up their online order.
Outside of Apple retail, sports stadiums have been among the first to adopt iBeacons, including significant usage from the NFL and Major League Baseball. Some uses for the technology include seat upgrades, location-based interest on points of interest or stadium amenities, and even placing orders for concessions.
Because iBeacon features require the installation of a third-party app, Apple plans to make it easier to install available options with this fall's launch of iOS 8. With iOS 8, users will be able to view location-aware app recommendations directly from their iPhone lock screen, quickly installing them to gain features from nearby businesses.
Christine McKee
Andrew Orr
Charles Martin
Marko Zivkovic
Wesley Hilliard
11 Comments
If they do start spamming fans they risk the app being deleted so there is a very strong case for app makers to keep that from happening.
This is so ridiculous. So on top of the notoriously horrible reception most people experience at sports stadiums, they are now going to pester people via Bluetooth while at the game. Brilliant! Oh, don't forget to raise the ticket and concession prices too.
Truly a concept designed with consumer sheeple in mind.
Everyone will disable the spam beacon feature so this is moot.
[quote name="Larz2112" url="/t/181808/sports-arenas-marketing-with-apples-ibeacon-hope-to-offer-relevant-info-without-spamming-fans#post_2578438"]This is so ridiculous. So on top of the notoriously horrible reception most people experience at sports stadiums, they are now going to pester people via Bluetooth while at the game. Brilliant! Oh, don't forget to raise the ticket and concession prices too. Truly a concept designed with consumer sheeple in mind. [/quote] Not an issue. If there are too many unwanted announcements the user can disable BT, or disable beacons for that app, or delete the app. They are in complete control. This is not like spam from email going to random people to and from every corner of the planet.
Everyone will disable the spam beacon feature so this is moot.
Not exactly. Almost everyone that reads Apple Insider will probably disable the iBeacon feature and/or never download the app. That's why this concept is tailored to consumer sheeple, the folks who actually think it's a "cool idea". The ones who willingly download the app and register for "the chance to participate in halftime shows" and other such nonsense.