Comment: Getting to grips with textual frustration - January 2008  

"Recently, in S&T’s sister ezine BritSport, writes Chris Bignell, director of consultancy XL Communications (pictured right), I predicted that 2008 would be the year when it would finally be easy to get sports results on your mobile. Many people may think it is now, but I beg to differ.

For many years now it has been possible to get goal updates for a team by text. This is a fantastic service that keeps in touch with the score wherever they are. Or is it? I used to use this service, but a combination of Southampton’s poor form and frustration led me to cancel. Putting aside the Saints’ slide from the English Premiership, why was I frustrated with the service?
My first issue was that I found myself getting the text a few minutes after I had heard about the goal on the radio, or worse still seen the goal go in with my own eyes. If the text was not first to tell me about the goal (and mostly it was not) I ignored it. And I won’t pay 50p for something that I ignore for long.
Occasionally there were times when I was out of touch with radio and TV, but mostly this was deliberate – I wanted to ignore the score until the final whistle when no amount of standing on one leg, or other superstitious behaviour could affect the outcome. I stopped using the service because it was not personal to me. It was there when I wanted it but also there when I did not.

Three elements of success

The key to any successful mobile sports service is three-fold. First make it easy and empowering to use. Send me a message before each game to ask me if I want updates. Ask me if I want to see pictures or videos of the goals after the game. Let me opt in and out whenever I want easily.
Secondly, consider my context. I may not want score updates if I am in the ground, but I may want a video of the goals after the game to show my mates in the pub, or my son when I get home.
Finally, recognise that when people are mobile they act differently. Recreating internet pages on the mobile phone won’t achieve much other than frustrating the user. At the last game I went to I started searching for the football scores on the mobile internet as the half time whistle went, to see if I could get them before they were announced. My phone lost the race.

Predictions for 2008

During 2008, technologies such as location-based services, mobile widgets and ‘presence’ information (knowing when someone is available) will all become mainstream and can help provide services that fans want to use and pay for, generating value for all parties. But technology itself will not be enough. Insight into the user will determine the success of mobile sports services. My hope for 2008 is that this becomes the driving force behind new mobile services for sports fans.

My other predictions:
More people will keep up with the Beijing Olympics in the UK on their phone as watch on TV. The difference in time zones make this event ideal to keep up with on the mobile phone.
Podcasting and Vodcasting will double in usage within sport, with the major sporting franchises further embracing this form of communications.
The first commercial roll outs of sports ticketing to mobile phones will take place. Your ticket and phone will be as one!"

Chris Bignell can be contacted at chris@xl-comms.com or visit www.xl-comms.com

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