Ubiquitous ITTransforming the fan experience, player performance

and the business of baseballand the business of baseball

Bill Schlough – Senior Vice President & CIO, San Francisco Giants

December 17, 2013

�Founded in 1883 as the New York Gothams, renamed “Giants” in 1885

�Five World Series titles in New York

– 1905, 1921, 1932, 1933, 1954

�Moved to San Francisco in 1958

�Five NL pennants and two World Series titles in San Francisco

– 1962, 1989, 2002, 2010, 2012

THE SAN FRANCISCO GIANTS: A BRIEF HISTORY

� 20 Giants (5 SF Giants) in Baseball Hall of Fame:

– Orlando Cepeda (1958-66)

– Juan Marichal (1960-73)

– Willie Mays (1951-52, 1954-72)

– Willie McCovey (1959-73, 1977-80)

– Gaylord Perry (1962-71)

� In 1992, Giants owner Bob Lurie signed an agreement to relocate the team to Tampa, FL

�New ownership group led by Peter Magowan stepped in to rescue the franchise; first move was to sign two-time MVP Barry Bonds

� In 1997, after several failed attempts to secure public funding, the Giants finally broke ground on a new ballpark

– Total cost $320 million

AT&T PARK: A NEW ERA OF GIANTS BASEBALL

– Total cost $320 million

– First privately financed MLB ballpark since Dodger Stadium (1962)

– $50 million naming rights deal with Pacific Bell (now AT&T) instrumental in financing construction

OUR MISSION

San Francisco Giants San Francisco Giants Official Official Mission StatementMission Statement

The The San Francisco Giants San Francisco Giants are dedicated are dedicated

to enriching our community through to enriching our community through

innovation and excellence on and off the field.innovation and excellence on and off the field.

San Francisco Giants “Unofficial” Mission StatementSan Francisco Giants “Unofficial” Mission Statement

WIN THE WORLD SERIES EVERY YEARWIN THE WORLD SERIES EVERY YEAR

2010 & 2012: MISSION ACCOMPLISHED!

THREE PRIMARY AREAS OF FOCUS

LEVERAGING TECHNOLOGY TO ACHIEVE THE MISSION

FANSFANS

PLAYERSPLAYERS

BUSINESSBUSINESS

FANS

MOBILITY – IN THE BEGINNING3

� In 2004, AT&T Park became the first Wi-Fi hotspot in professional sports

�The ballpark Wi-Fi network is powered by 121 access points

�The Wi-Fi network services laptops, HP iPaq and Palm Tungsten/Zire PDAs

�At a typical Giants game, 94 fans (0.3%) leverage the Wi-Fi network

�Digital Dugout features “Food Finder” and “Wi-Fi Replay”

FANS

MOBILITY – TODAY

�The ballpark Wi-Fi network is powered by 121 931 access points

�The Wi-Fi network services HP iPaq and Palm Tungsten/Zire PDAs, tablets, gaming devices, iOS/Android/Windows Mobile smartphones and laptops

�At a typical Giants game, 94 10,619 fans (0.3% 30.2%) leverage the Wi-Fi network

40.0%

AT&T Park Per-Capita WiFi Usage (Take Rate)2004-2013

40.0

AT&T Park Per-Capita WiFi Data Traffic (MB)2011-2013

0.3% 0.3% 0.5%0.7%1.7%

5.0%

10.2%

16.6%

30.0%30.2%

0.0%

10.0%

20.0%

30.0%

40.0%

2004 2005 2006 2007 2008 2009 2010 2011 2012 2013

12.815.9

29.1

0.0

10.0

20.0

30.0

40.0

2011 2012 2013

FANS

HOW ARE THEY USING THEIR MOBILE DEVICES?

�Downloading stuff (305 GB/game)

�Uploading stuff (166 GB/game)

�Texting

�Tweeting

�Facebooking

� Instagramming

FANS

HOW ARE THEY USING THEIR MOBILE DEVICES?

�Using MLB At Bat & At the Ballpark apps

– Checking in

– Listening to the broadcast

– Watching video

– Tracking the game

– Reviewing statistics

– Checking scores

– Buying tickets

– Voting!

Pos Giant

C Buster Posey

1B Brandon Belt

Rank Votes

1 3,335,982

4 1,291,982

Rank Votes

1 7,621,370

2 3,912,945

UPDATE:UPDATE:JUNE 26JUNE 26THTH

FINAL TALLY:FINAL TALLY:JUNE 28JUNE 28THTH

FANS

2012 ALL-STAR BALLOT

1B Brandon Belt

2B Freddy Sanchez

3B Pablo Sandoval

SS Brandon Crawford

OF Melky Cabrera

OF Angel Pagan

OF Aubrey Huff

4 1,291,982

- ???

2 2,223,269

5 1,298,704

4 3,045,884

8 1,613,948

- ???

2 3,912,945

4 2,289,147

1 5,743,542

2 3,666,897

1 7,521,784

5 4,540,370

14 1,913,528

FANS: 2012 ALL-STAR VOTE

THE REACTION

FANS: 2012 ALL-STAR VOTE

THE RESULT

FANS: 2012 ALL-STAR VOTE

THE CORONATION

FANS: 2012 ALL-STAR VOTE

THE CULMINATION

FANS

A QUICK RECAP3

�Ticket sales are priority #1 for MLB teams, generally accounting for 30-70% of local revenues

� In 2000, the Giants were the first team to embrace the secondary market online, launching the “Double Play Ticket Window”

�Today, pricing innovation is revolutionizing our industry

THREE EXAMPLES

BUSINESS

PRICING INNOVATION

1) “One Size Fits All” Pricing

2) Variable Pricing

3) Dynamic Pricing

“ONE SIZE FITS ALL” PRICING

VARIABLE PRICING

DYNAMIC PRICING

� In 2007, Sportvision launched PITCH f/x at all 30 MLB ballparks to track the precise trajectory of every pitch

PLAYERS

FROM PITCH TRACKING TO HIT TRACKING TO ???

�Today, Sportvision and the Giants are moving beyond pitch tracking to change the way teams define player performance with FIELD f/xL

�For the first time since baseball statistics have been kept — we are talking 150 years — baseball

statisticians will soon have objective data on how quickly fielders react to balls in play, how fast

they get to the ball, and the accuracy and location of their throws.

– “For the Love of the Technology, the Bay Area Is Reinventing Baseball (Again)”, NY Times, April 26, 2012

PLAYERS

PLAYER TRACKING – THE NEXT FRONTIER

�FIELD f/x Data Overview

– 9 defensive players, batter, up to 3 baserunners, 4 umpires, ball (15-18 total points of interest)

– Two cameras, capturing X/Y coordinates 20 times per second

– 20 minutes of action/game

– 30 teams

– 81 home games/team

PLAYERS

BIG DATA = COMPETITIVE ADVANTAGE?

– 81 home games/team

�Nearly one billion data points captured per major league season—but is that even a big enough sample size?

�The Giants are engaging big data experts and cloud-based storage to transform this data into new performance metrics that could give the team an edge on the field

Ubiquitous ITTransforming the fan experience, player performance

and the business of baseballand the business of baseball

Bill Schlough – Senior Vice President & CIO, San Francisco Giants

December 17, 2013