SBD/September 21, 2010/Facilities

Jaguars First NFL Team To Offer Mobio Food Ordering Service

Fans Can Order Food, Beverages From Their Seats Using Mobio App

Vancouver-based mobile payment and marketing company Mobio Identity Systems has "cut a deal with the Jaguars to introduce its ordering technology in EverBank Field, the first NFL venue to get the service," according to Kevin Turner of the FLORIDA TIMES-UNION. Patrons of the service "download the Mobio application to their iPhone and then use the phone's built-in camera to shoot a photo of a square, iconic computer code near their seat." The phone "then pulls up a menu of food and beverages available at the stadium" and allows fans to order anything on the menu and "have it delivered to their seats within minutes." The service currently is "in the testing phase in parts of the stadium's east club section, but the company hopes to roll it out to the entire club seat section soon." Mobio CMO Mark Binns said that the downloading of the Mobio app is "free and there is no extra charge added for the secure ordering service." He said that the Jaguars "pay Mobio a percentage of sales handled through the service" (FLORIDA TIMES-UNION, 9/21). In Jacksonville, Kimberly Morrison notes Mobio "plans to roll out the test launch to 2,500 seats in the East side of the Touchdown Club" during Sunday's game against the Eagles "before further expanding it to both sides of the Touchdown Club." Mobio "plans to expand use throughout the NFL and then to other professional sports leagues such as the NBA and NHL" (JACKSONVILLE BUSINESS JOURNAL, 9/17 issue).

GETTING ON BOARD: In Pittsburgh, Malia Spencer reports YinzCam Inc., which "produces mobile apps that allow fans at games to access stats and replays from any camera angle," is "expanding its reach" to more NHL and NFL teams. In addition to the Penguins and Blues, two other undisclosed NHL teams are "in the process of developing a YinzCam app." Yinzcam also is working with three NFL teams: the Patriots, "who have launched a Patriots Game Day Live app," the Steelers and the 49ers. YinzCam President & CEO Priya Narasimhan said that the company is "breaking even and is expected to soon be profitable" (PITTSBURGH BUSINESS TIMES, 9/17).

NEW WAVE: In N.Y., Elizabeth Olson notes "more sports teams and leagues are communicating with fans intensively by mobile devices." S.F.-based Phizzle CEO Ben Davis said the trend is because fans are "incredibly passionate and identify with their teams so they are accepting of receiving a lot of information." Teams also are "mindful" that "some two billion tickets -- for sports and other events -- are projected to be purchased via mobile devices this year, and rise to 15 billion by 2014." Sports marketing experts said that mobile marketing "raises a team's public profile and is especially valuable for collecting data on fans," which can "later be tied to commercial deals that benefit the team, like signing up subscribers to cellular carriers like Verizon or AT&T" (N.Y. TIMES, 9/21).

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Jacksonville Jaguars, Football, NFL

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