Webcom: MyWorld Cup
Another World Cup site - is it really what your football fans want? Yet another site that uses content commissioned from the same suppliers. And does your average fan really want to watch games on the Net (and more importantly are they able to?). Football fans are very loyal to their favourite existing portals.
Now, how about a site built by the fans for the fans? - an irreverent, anecdotal communal site. How about a site where every fan gets to be Sven Goran Eriksson for the day? How about a user-interactive site full of competitions, quizzes, trivia facts, polls, etc? Now that sounds appealing.
Webcom recommend a site with user profiling for customised content and personalisation, frequent structured e-mail and SMS marketing to drive site campaigns, and a communal feel to encourage participation on a daily basis. And why reinvent the wheel in terms of ticketing and merchandising? - affiliate with existing sites that have gone through the pain of start-up.
Languages
The site must be built in double byte character to accommodate all language structures. The user will select language preference when first visiting the site, and a language option is also available on the home page. All content aggregation will have to be pre-translated. Content should be screened for cultural sensitivities. What is acceptable in England may not be acceptable in China.
Content sourcing and management system
Content reproduction contracts would have to be agreed with content providers such as Reuters, Screaming Media, FIFA, BBC, CNN and other worthy news channels. Mapinfo.com could be brought in for local information on city specific information (hotels, airports, transport). Vignette will integrate well to aggregate content and reformat through other mediums email, SMS, PDA and ICQ. Content editors and translators will be working 24x7 in many locations around the world.
Technology base
Webcom recommends the site be run on Sun servers, using iPlanet Application Servers, integrated with the Vignette Content Management System, and using Oracle databases. The development language should be Java. The site will have mirror host points at the key hosting locations across the globe such as Sydney, Hong Kong, London, New York, and importantly Los Angeles, the gateway for South America.
NetCasting of games
When it comes to the live streaming of games- forget it. Any self-respecting football fan will be watching the game in the pub or at home with a bunch of mates and a fridge full of beer. It's a communal 'matey'exercise, and unsuitable for sole-viewing. In four years Digital TV may make it an option but for now - forget it.
However, archived footage streamed through Windows Media Player (WMP) will offer an excellent vehicle for reliving key moments, polls on best goal, worst blooper etc.
Synchronised content can be streamed with WMP, with indexed points for fast find and polls or competitions for interactivity. Player interviews would also work well archived. IPIX photography should be used for 360degree shots of the stadiums etc.
Ticketing and merchandising
Don't re-invent the wheel - affiliate with a global ticketing group such as Sabre or Galileo, and one contracted to FIFA, and maybe pay for a customised look and feel.
Revenue sources would include sponsorship of the site by technology partners, transactional revenue from ticketing and merchandising will all play a key role. Advertising via banners ads, third party competitions, e-mail and SMS sponsorship will also offer good revenue streams.
Community Ideas
In addition to the aggregated content of match reports etc, Users will be encouraged to provide reports and feedback. Polls, quizzes and interactive games will encourage repeat return to the site and lengthen visit times.
Polls on best goal, biggest blooper, plus all the inevitable key issues of the day can all be used for discussions.
Humour will enhance the community aspect of the site such as -Word on the Street" sections, photos, anecdotes and chat rooms on important issues.
Drive to site
From the user profiling, segmented e-mail blasts can be planned according to factors such as team interest. SMS reminders for time-critical events on the Web will encourage drive to site.
Competitions would be critical in this portal such as polls, quizzes, World Cup Fantasy Football, and other tipping competitions
Timings
Two months for proposal, scoping and sourcing quotes from suppliers. Four months for technical implementations and integration, creative designs, load testing, content and application testing
Conclusion
Webcom's approach is to analyse the audience's levels of internet sophistication and honestly ask what are their wants and needs. It is what we feel will work today, offers a unique positioning in the marketplace, and creatively offers multiple mechanics for drive to site strategies.
However, the next World Cup is four years away. The market will have grown up and technology will offer a myriad of different possibilities. Bluetooth, wireless, Digital TV and interactive gaming will all be bedded in and provide new opportunities for the Media Group.
