What's new at the U.S. Open this year? It's a question I get asked every year because tennis fans are among the most technologically savvy in the world. And they want to immerse themselves in the US Open wherever they are at the moment. So whether they're sitting courtside, in the office or on their couch, we’ve worked hard to make sure US Open fans will enjoy an immersive, interactive and uninterrupted tournament experience.
This year, thanks to Big Data technology, any fan can become a “tennis analyst.” Keys to the Match allows fans to understand what a player needs to do at any point in the match in order to do well. It is based on more than 41 million data points analyzed over the course of the last eight years of Grand Slam tournaments. So fans can analyze a match and determine what, for example, Rafa Nadal has to do differently to beat his opponent as the match progresses. Keys to the Match can be found on SlamTracker, where you can follow everything happening at the tournament, including momentum swings.
We have also found that more and more fans are looking for a fulfilling "second screen experience” so they have constant access and insights from more than one device or platform at a time. They are accessing USOpen.org or US Open apps via mobile devices to find content, data and stats while watching tennis on their TVs at home or even sitting in the stands at the Tennis Center.
So to make that experience even better, the US Open mobile fan experience features an interactive iPad app that offers enhanced social features, instant access to live video and in-depth match analysis and statistics. We’ve also boosted and improved apps for the iPhone and Android platforms, with a scrolling timeline that keeps fans informed of new, trending social topics, match photos and more.
And we’re introducing a Social Sentiment indicator this year. For all the key matches, you will be able to really see the volume of tweets and the sentiment for each player. Is it positive? Is it negative? At any time in a match, you can see what the world is thinking about that match and those players.
So with an enhanced MatchTracker, social sentiment and the ideal second screen, digital technology will give any fan a more informed and exciting US Open experience.
To watch a video about how technology gives tennis fans a front-row seat at the US Open, click here:
Rick Singer joined IBM in 1998 to manage global marketing for the company’s sponsorship of the Sydney 2000 Olympic Games. Today he is responsible for developing and executing marketing plans and internet programs for all of IBM's sports and entertainment properties, including the Masters, U.S. Golf Association, all four grand slam tennis tournamentsand the Tony Awards.
Before joining IBM, Singer was director and group manager of the National Basketball Association's Marketing Partnerships group, where he directed day-to-day account work for sponsors of the NBA, WNBA and USA Basketball. He previously was vice president, sports consulting at Kemper Sports Marketing in Chicago. He began his career at the Chicago office of Needham, Harper and Steers advertising firm.
Singer has a Masters of Business Administration degree from Kellogg Graduate School of Management, Northwestern University, and an undergraduate degree in economics from Rutgers University.