Stats without analysis and context don't tell you much. It's
interesting that the amount of data moved over the Super Bowl host
stadium's Wi-Fi network nearly doubled from 3.2 terabytes in 2014 to
6.23 terabytes at SB 49 this past February. But why the huge rise in
traffic?
There are the "captain obvious" megatrends such as
increasingly powerful mobile devices, social media use is growing and
fans are accessing more apps and online information resources. No real
shockers there.
But add application analytics and the ability to
track them over time (historical perspective), and stadium owners can
see what fan uses make up the network traffic (See infographic). This
help them optimize their Wi-Fi to handle traffic and to monetize a
network often thought of as "plumbing."
"Teams want a share of the experience that comes with photo uploads and
video sharing, along with opportunities for game day apps, video
services and fantasy football usage," said John Brams, Director of
Sports and Entertainment for Extreme Networks. "But stadiums are not
static environments. Clubs are looking at renovations and are constantly
changing and evolving their venues."Using Wi-Fi to enhance
and expand the fan experience and capabilities also boost engagement,
drives marketing efforts and generates new revenue. So knowing that the
percent of fans using stadium Wi-Fi networks has increased 10% to 12%
annually, according to John Burke, Director and Venue Architect for
Extreme Networks, is important. The fact that the amount of bandwidth
used has soared 50% annually tells you a little bit more - but much more
is needed.
Enter Analytics
Extreme's
Purview analytics system takes a fairly unique approach to providing
intelligence on application use over stadium Wi-Fi networks. It pulls
traffic information from chipsets in its hardware devices. This doesn't
impact traffic flow but it does
TRANSLATE the data into
an application-specific view that adds big value to network management
systems. This helps stadium owners, and other non-sports customers, put a
value on their network that in many cases has been seen as necessary
but rarely beyond plumbing by those outside IT.
Specifically,
Purview uses a tried-and-true approach called deep packet inspection
(DPI) to, as the name implies look inside packets of user traffic to
identify the application generating the payload whether it's enterprise
apps such as SAP, Microsoft Exchange and Salesforce as well as those
likely used by fans (Facebook, Twitter, YouTube, Google, P2P and
others). With this specific info on apps and websites, IT and others
parts of a NFL business get the sorely needed visibility needed to
understand how their network are being used.
The use of analytics
here extends to security. They can be used to spot use of buggy browser
revs and access to websites that pose threats. The system can restrict
use of the former and block access to the latter.
Extreme already
has deals with eight NFL clubs for Wi-Fi networks dating back as far as
four years, which is a long time when it comes to technology, let alone
and football. Recent wins include the Green Bay Packers and Buffalo
Bills; both will be using Purview analytics. The New England Patriots
were the vendor's first NFL win.
Schools and Education
Extreme's Wi-Fi
work with non-sports corporations and higher education pre-dates most of
its NFL stadium wins. The company learned much from its experiences
from the latter, knowledge it took forward to help with the needs of
football clubs.
"With higher education, you have thousands of
students bringing in wireless devices and connecting to Wi-Fi networks
in a short period of time," explained Burke. "Basically every event in
an NFL stadium is back to school for us." This helped drive Extreme to
build products specifically for sports venues.
Much of the goal
with analytics, Burke and Bram agree, is to get folks beyond IT units to
view network infrastructure as much more than just necessary "plumbing"
that others don't always see as enabling revenue generation or
delivering a return on the cost of installing and advancing a Wi-Fi
network.
Extreme's Purview advances that effort by showing users
the number of applications, bandwidth consumption, the number of clients
in use and the total number of flows.
Back to the Game
By helping NFL teams
improve the fan-in-the-stand experience, analytics platforms help NFL
teams expand their brand and build business. How you ask? It's pretty
simple, social media as in Facebook and Instagram posts build buzz and
marketing efforts. It's little surprise that half of all Wi-Fi use at
the Super Bowl this past February was social media according to Extreme
Networks which performed analytics for the gigantic event.
(See infographic).
Stadium
Wi-Fi networks can also enable NFL clubs to launch new apps and
services for fans – such as game day apps – which improve the fan
experience by providing info such as weather forecasts, driving
directions, parking updates, seat location, shortest bathroom and
concession lines and so on.
And it's no secret that these new
offerings, carrying sponsors, generate revenue for the team at the same
time, upping the return on your network.
Moving Forward
So what challenges does Extreme's Purview help stadium owners with throughout the year?
-Fan Device Use.
Beyond social media, what are fans in the stands up to? Many are
running multiple apps at once and they aren't all football related. Case
in point; one finding is that during pennant races (where they exist),
fans are also using their wireless devices to stream content for Major
League Baseball sources such as MLB.com.
Fans accessing data and
video frequently for their fantasy football team performance is a given
that extend far beyond the end of the MLB season in the early days of
next month.
- Not Just Football. Analytics show
that the number two use of stadium Wi-Fi networks (behind social media)
is smartphones and other devices running operating system/software
updates.
- Not a One-and-Done. The days of fans
bringing a single wireless device to NFL game are gone. Some already
bring multiple smartphones, or a smartphone and a tablet, for example,
to games. This phenomenon can accelerate the need to upgrade and/or
expand current stadium networks.
- Catch-22. Game
day apps and new video services generate additional revenue and help
enhance the fan experience. They also, however, require more Wi-Fi
network capacity (especially video). Managing this situation is more
than a challenge and fuels the move to higher-density systems.
- Expansion Plans.
As business is booming, many teams are looking to expand their stadium
footprint or have been breaking ground/cutting the ribbon on new venues
altogether (San Francisco 49ers). Just adding a few luxury suites or a
fan lounge means expanded/enhanced Wi-Fi reach.
Historical data
from an analytics platform is a core element of the solution. So too are
annual (if not more regular) meetings between teams and their Wi-Fi
system provider, venue mapping provider such as Yinzcam, and integrators
to collectively forge plans to support these efforts.
-Weather or Not. Fans
are less likely to use wireless devices in the rain, snow and cold (in
outdoor facilities) typically as the season progresses in northern
climes. They may choose however to use them from inside suites, clubs
and even from concourses.
-Nice Neighbors? As the
NFL moves to provide more capabilities to more Wi-Fi users, this group
competes for capacity with football operations. All use the same radio
frequency spectrum which means you can expect interference from sharing.
Big TV production of game casts also requires capacity. This reality is
a key driver for growing the Wi-Fi pie so to speak.
The Bottom Line
You
can compete with networks, but you can win with analytics on their use.
Wired and/or wireless networks have long been viewed by too many of
those outside IT as little more necessary plumbing that needs to work.
Application analytics change that by letting those with stadium Wi-Fi
networks next-level the fan experience (see game day apps), better
engage these game goers and generate revenue.
Not bad for plumbing.
Stay tuned!
