SM Europe 2006 Deehan

Category: Sports

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The business drivers and commercial models for online sports streaming Darach Deehan CEO Servecast


Agenda Servecast credentials The motivation and opportunity for sports streaming Business models Case-studies Sky Sports Broadband Icehockey League At The Races Summary

Sample Sports Clients & Partners: 

Sample Sports Clients andamp; Partners Football Clubs Broadcasting andamp; Production Services Technology Partners Major Sports Events

The landscape for new-media sportscasting: 

The landscape for new-media sportscasting TV is king. New-media rights are often bundled in TV deals Economical global distribution to dispersed audience – good fit for niche sports Video streaming is becoming more popular, revenues for European sports still low but growing rapidly 3G and mobile: Interesting market but true economics have not yet emerged. Rights values inflated On-line betting industry to become stronger consumer of streamed European sports The quality of new-media streaming delivery is improving in line with broadband speeds

The Business Opportunity for Streaming Sports: 

The Business Opportunity for Streaming Sports Premier Sports Content – (Can command live TV coverage) Geo-targeted i.e. Six Nations Rugby into America Rugby Super League: Geo-blocked in UK andamp; France Eufa Champions League: Simulcast on broadband by all TV broadcasters Second Tier Content – (Live secondary events andamp; archive premier sports) Football: Live eufa Cup and Friendlies, delayed live and highlights behind subscription service. –Fan community product Niche Sports: Live and archive to a global community audience to build brand and awareness Long-play events Golf, cricket ‘Watch at work’, and ex-patriot markets On-line Sports betting Live events for bet and watch and in-event betting

The business models: 

The business models Pay to View: (Monitise live content) Field of dreams: Build it and they will come! But they don’t!!! Live Sports portals: It’s a question of Brand Small revenues but growing rapidly Great potential for long-play sports 3G highlight clips Subscription Service: (Develop the brand) Aligned with broader business objectives Build subscriptions over time Regularly refresh and develop

Case Study…Liverpool F.C.: 

Case Study…Liverpool F.C. Liverpool F.C. Largest most commercially successful subscription service in Soccer with over 50,000 monthly subscribers, and still growing First Premiership club to stream live games for subscribers Highlights, reserve games, news and features Servecast has been Liverpool’s exclusive online partner for nearly 6 years.

Case Study….Sky Sports Broadband: 

Case Study….Sky Sports Broadband Sky Sports Broadband PPV Simulcast of up to 8 Champions League matches live 2006/2007 season Live Ryder Cup Golf: Streamed at 600kbps, (full screen resolution) More sports to come!!!



Case Study…Everton F.C.: 

Case Study…Everton F.C. Everton relaunched site in July ’06 Motivation Editorial control Design control Underperforming against potential Goal to grow subscribers from 1,800 to 5,000 by end of season. This target was achieved by the mid-September Budgets and targets have been reset

Case Study – At The Races: 

Case Study – At The Races First bet andamp; watch service enbabled by Servecast Extends reach of channel to global audience Largest online horseracing archive (500 added every month) Low latency solution- sub 10 seconds delivered by Servecast

The Servecast Approach: 

The Servecast Approach Business Plan Evaluate the market potential Set revenue targets and objectives Agree roles and responsibilities Design and build Customised to requirements Flexible and adaptable The Elements of a solution Tools: GDN,CMS, CRM, Billing, Reporting andamp; Analysis Leverage best practice (commercial and technical) Go live……then the work really starts


Summary Broadband and Mobile are becoming increasingly important but revenues are still modest, although low costs mean quick ROI Quality of streaming media improving and demand rising rapidly Low cost of entry giving access to global audience Select a business model that aligns to your objectives and is realistic Leverage best practice (commercial and technical)


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