London 2012 will benefit from mobile technologies

The world’s largest sports exhibition Sported in Monaco raised the issue of comprehensive coverage of the London Olympic Games.

Renowned in the media circles, Sported is considered the most important meeting place for the heads of the international sports media. During its 22-year history, Sported has helped numerous media outlets to cover events of the highest level. The exhibition takes place three times a year – in the USA, Asia and Europe. The European stage of preparation for the largest sporting events of the planet is traditionally hosted by Monaco in October.

The four-day exposition in Monte Carlo primarily touched upon the issue of coverage of the upcoming 2012 Olympic Games in London. Against the background of the growing demand of viewers for portable means of communication, the rightsholders of the Olympics are forced to drastically change the number of platforms covering the competition and engage in the development of media technologies.

One of the most important conferences at the current Sported was the conference “The Olympic Games – a Revolution in Sports”, which provided abundant food for thought. According to the observations of experts, in recent years, sports fans are increasingly gravitating towards computers, tablets and smartphones, willingly giving up their usual TV air. According to the majority of the symposium participants, against the background of the 2012 Olympics, the sports media will have to seriously rebuild the coverage of the competition.

Kieran Quinn, director of Delsarte, a sports media services company, expressed his point of view on this matter. Quinn cited interesting statistics regarding the development of portable technology. “We’re talking about the development of new devices. The question becomes really significant, is it really important to look at four screens at once to get complete information. Looking at the statistics, it can be seen that prior to the 2004 Athens Games, the number of Internet connected devices sold worldwide was comparable to the number of TVs sold. And already last year in Vancouver, the number of Internet devices sold exceeded those of TVs twice.

Next year, according to my calculations, the number of Internet devices will outnumber TVs by four times. This means that consumers have many more ways to watch sports, and their number will only grow in the future, ”the businessman summed up.

With regard to the transfer of official information from the upcoming Olympics, it was important to find out the most popular feature of the project of the official website of the 2010 Olympics in Vancouver. Mark Silver, a representative of the Olympic Broadcasting Consortium, spoke about it. According to him, the creators of the London Summer Games website will use the best technologies used a year ago. “Throughout the 2010 Olympics, half of Canadian Internet users visited the official website. Live video was in great demand. At the London Games, we’re going to focus on the best Vancouver experience of 2010. We will use the same format in 2012 and will cut outdated media content, ”said Silver.

Ben Gallop, head of BBC Sport’s interactive department, spoke about the specifics of working at home games. Gallop noted that the BBC will be helped by the status of a company that has maximum access to the events of London 2012 as a host. “In Great Britain, an unprecedented interest in the Olympic Games has already been noticed, and there is still about a year before their start.  This enables us to bring sports fans as close as possible to the action, ”Gallop said.

The founder of Echoes, Stephen Kahn, also predicted the development of the communication market, according to whom the current decade will be marked by mobile technologies. By the end of 2011, 85% of all mobile devices will be able to access the Internet, and by 2012 the number of users of such devices will exceed the number of owners of personal computers. According to the businessman’s forecasts, in 2013, transactions worth about £ 3.3 billion will be made through mobile communications, and the number of users in 2015 will grow from 500 million (data for 2010) to 3.5 billion.

The summarized results did not make us doubt the correctness of the development of the media technologies market in the field of sports media. In all likelihood, the bet on modern high-tech devices will be justified. This opinion was shared by the overwhelming majority of Sported exhibitors who will help provide high-level access to information about the 2012 Olympics.