Commercial Impact of i-phone Applications

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2 Commercial Impact of i-phone Applications Mobile: The Next Big Thing Amara s Law: People Over estimate technology in the Short Term and under estimate it in the long term Mobile Mobile Was Always The Next Big Thing! Streaming: The Tipping Point Commercial Impact of i-phones? A Game changer...the tipping point. It has driven the meteoric rise of All Smartphones and the App based world Commercial Impact it depends on what your business model is? Massive Opportunities but also threats -Online & Mobile will fully converge and do so very quickly What if you are not a bookmaker or other betting operator? Potentially detrimental impact on revenues from LBOs, Online and On Course -

3 Distribution & Platform Evolution: Mobile Pre i-phone WAP based Sportsbooks on Mobile basic, slow, limited content, user experience limited Rise of 3G improves data connectivity the i-phone launches 3G or Wireless connectivity The App takes off Initially Apple block bookmaker betting application from the App store i-phone specialised Sportsbooks arrive The Mobile User Experience is transformed it s a pleasure now, not a chore. i-phone usage becomes such a high proportion of Mobile betting that Bookmakers focus on the i-phone Some UK Bookmakers: i-phone = 50% of all Mobile turnover Access via a desktop client to a browser based site optimised for i-phone 2010 The first true Bookmaker Apps are approved by Apple Paddypower claim to be the first with a full App based Sportsbook

4 The Racing UK Experience i-phone and Smartphones - a Commercial Threat to Racing UK & an Opportunity 2009 / 2010 Racing UK prepare s the ground for Mobile 2010 Racing UK a full suite of mobile services: iphone App Mobile WAP and Android App (being built) 2009 Develops its own Award winning Data Product i-card: The Interactive & Animated Racecard 2010 Takes i-card Data product and develops it for Mobile as Consumer & White Label B2B service 2010 Why White Label? Offer the opportunity of specialised Data and Live Pictures ready integrated. Gives Customers the opportunity to have specialist Data products for our Racing The better the content the more opportunity for Racing to competre with other sports Our media content and our Intellectual Property rights therefore we should care about how we present it Mobile Streaming commences for consumers and bookmakers

5 Racing UK s Consumer i-phone App Free interactive and animated racecard app for UK, Ireland and South Africa Racing User-centric design means easy to use for all users regardless of expertise More than 15,000 archived race results and growing constantly Reading more than 60 parameters of form to predict outcomes for every race Integrating diverse data feeds Racing UK Consumer App: Exclusive deal with William Hill for Fixed Fees and on going revenues Archive race video available RUK live video subscriptions available as in-app purchases at pm 150 pa

6 Distribution & Platform Evolution: Mobile

7 Racing UK s B2B i-phone App Business to Business Opportunities: What drives Turnover: Good Technology yes, easy to find, but content is more important Integrate Live Streaming into i-phones and Smartphones, not straightforward. Mobile devices: complex streaming formats and device variances Apple s Unique Position on formats Quicktime quick it ain t! Racing UK Consumer App: Exclusive deal with William Hill for Fixed Fees and on going revenues William Hill License Racing UK i-phone App content for their new App with integrated streaming

8 Mobile On Course Betting Mobile On Course Betting detrimental to on course betting revenues Don t Block Mobile Access on Course Become the facilitator of Mobile Phone Access Users only allowed access authorised Betting sites from their Mobiles on course Rights owners agree commercial terms with these Bookmakers Longer Term impacts we ll hear more from Marcus and Jerome The opportunities are limitless. As a hand held device integrated to on course terminals

9 Commercial Impact of the i-phone App What will the future hold? Therise of App including App based TV viewing on Connected TVs? Leading to The Browser regains control?