4 - FIFA/CIES International University Network

SPORTS APPS
THE ULTIMATE SPORTS
APPS AWARDS 2010
The explosion of apps - small pieces of software optimised for mobile devices
- has continued across all content types in 2010. Downloads reached the three
billion mark at the turn of the year while the launch of the iPad tablet computer
instantly set pulses racing. Phil Savage, author of the SportBusiness 2009 Mobile
Apps for Sport report, analyses 2010’s best sports apps and delivers his final
verdict with the first edition of the SportBusiness Ultimate Sports Apps Awards.
WHEN COMMENTING on such a fast-moving
area as mobile technology, stopping to draw a
line in the sand can be a hazardous business.
When the 2009 Mobile Apps for Sport
report went to press in September last year,
consumer electronics manufacturer Apple was
on track to hit one billion downloads, tennis
was leading the field in event applications and
Arsenal had just released the first Premier
League club app.
Barely nine months later and the landscape,
although not unrecognisable, is quite markedly
different. In many cases the first movers of
2009 are still leading the pack but what has kept
them ahead is continued innovation.
A great deal more events and sports
properties have managed to clamber aboard this
speeding wagon, but in too many cases they
have simply presented something reminiscent
of those trailblazers.
They have often been saved, however,
by being able to provide genuinely new and
compelling content and today no self-respecting
event is complete without an app. As predicted
in last year’s report, audiences in both the
stadium or on the move now have a rich menu
of ways to interact via this mobile technology.
Our 2009 review highlighted business
models from other sectors which have yet
to be explored in sport, suggesting there are
commercial possibilities still to be exploited even
for the most advanced of sports apps.
Final Judging
In determining the SportBusiness Ultimate
Sports Apps Awards 2010 many hundreds
of downloads were reviewed in four major
categories: sport/league/tour; event; club/team/
athlete; and multi-sports portal.
The categories were chosen to cover the
different types of application whilst allowing for
sensible comparison between them. Points were
awarded up to a maximum of five according to
the following eight criteria:
(1) Content: SportBusiness’ ranking of the
quality and comprehensive nature of the
editorial, photo, data and other content.
(2) Video: Points awarded for value, immediacy
and uniqueness as well as simply providing video.
(3) Design: A recognition of attractive, clear
and functional design as well as innovative
navigation or layout of features.
(4) Audio: Many apps have recognised the
weaknesses of video at the present stage of
technological and infrastructure development.
Radio or other audio can be a useful and
attractive add-on feature.
(5) Extras: Many apps demonstrate remarkable
creativity and provide unique value-added
services which are recognised separately from
other features.
(6) Download: Corresponding to the actual
cost users pay to download the app which
is typically up to £5 or equivalent in local
currency. The one exception to this is in
the sport/league/tour category where some
products command a premium price of up to
£20. Here points have been awarded on a scale
where £20 would score a maximum 5 and a
£9 app would score 2.25.
(7) Sponsors: Business models often involve
exposure for sponsors who may be the technical
or financial supporters of the product.
(8) Monetisation: Where a product is not
supported by a sponsor or provided for a
download fee, there should be some other
commercial rationale underpinning the
provision of information. For some apps this is a
subscription model, some accept advertising and
others cross promote other products.
SportBusiness International • No.160 • 09.10 57