Bypass - Newsletters - Q1 2012 - Using Smartphones to Revolutionize Point-of-Sale

Welcome

Welcome to our quarterly newsletter highlighting mobile trends and their application in the sports and entertainment marketplace. Our goal is provide relevant information about mobile trends in an easy to consume format four times per year. Please reach out if you have anything you would like to add or future topics you would like our team to explore.

All the best,
Brandon Lloyd signature
Brandon Lloyd
Bypass Lane, President

Mobile Trends

According to the latest comScore report, 91.4M people in the U.S.- or nearly half of U.S. mobile subscribers- owned smartphones as of the end of November 2011, up 8% from the preceding 3-month period. Google’s Android is the top smartphone platform with 46.9% market share, followed by Apple's iOS with 28.7% and RIM with 16.6% market share. If that’s old news to you, check out these astonishing facts:

An estimated 420 million smart phones were sold in 2011
By 2016 that number is expected to increase to 1 billion
550,000 Android phones are activated every day

Sources: comScore Reports November 2011 U.S. Mobile Subscriber Market Share; comScore MobiLens July 5, 2011 report; IMS Research July 2011; Nielsen Mobile Media Report Q3 2011.

Mobile Applications in Sports & Entertainment

The application of mobile technology to sports & entertainment brands and properties represents an opportunity to expand traditional revenue streams and create new ones. Many have developed apps that deliver a wide variety of content and services with the ultimate goals of enhancing the fan experience, generating new data and creating incremental sales opportunities. Here are some statistics on the percentage of teams in select leagues with an app on each of the three primary smartphone platforms:

Source: Independent Bypass Lane research measured via searches in App marketplaces; does not include any league applications (e.g., MLB At Bat or NBA Game Time)

Today, these businesses are moving toward an integrated app approach, employing app developers to aggregate content and mobile solutions into one, easy-to-find and simple-to-use app that ultimately allows fans to engage with their brands on-the-move and in a deeper, more meaningful fashion. A solid mobile strategy, among other things, allows you to:

Market directly to fans on a 1:1 level
Learn about fans’ in-venue behaviors
Identify who is in your venue on an event by event basis

Bypass Lane News & Information

Bypass turns the tens of thousands of mobile devices walking through your gates into fan driven points-of-sale. The system delivers tangible increases in traditional in-venue commerce (concessions and merchandise), while enabling sports properties to capture and easily leverage data on fans to improve ticketing and sponsorship revenue streams.

The Philadelphia Eagles recently announced that they will be expanding their Bypass footprint after seeing a 56% increase in the average concession sale during the 2011 season. "We were really pleased with the solution," said Tim McDermott, the Eagles' senior vice president and chief marketing officer. "From a technology standpoint, the application works well and it provides added value for the club-seat holder." Click here to read the rest of the Sports Business Journal story.

In another client success story, The Lehigh Valley Iron Pigs, AAA affiliate of the Philadelphia Phillies and 2010 & 2011 MiLB attendance leader, saw a 35% increase in average order size for orders placed through Bypass. In addition, 47% of Bypass users placed more than one order indicating significant fan adoption. Says concessions manager Brock Hartranft, "Bypass Lane has offered the Lehigh Valley Iron Pigs a cost-efficient, cutting-edge solution that has afforded our fans a better game day experience at Coca-Cola Park. Their knowledgeable and friendly staff has provided excellent customer service to our organization since day one. We look forward to a continued partnership that allows our fans to continue to experience such a valuable amenity."

Check out our website to find out the latest news about Bypass and to see all of our 42 current partners.

Bypass Lane will be exhibiting at the National Sports Forum in Oklahoma City from January 30th to Feb 1st. Please stop by booth #222 to hear and see the latest from the leading company in Mobile Commerce for sports and entertainment. There will be a large number of Bypass Lane customers at the show so if you would like us to put you in touch with an actual client that can speak to their success please contact us in advance.

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