The "digital revolution at sports stadiums will allow fans to order beer from their seats, re-watch game plays from different angles and have flawless mobile phone connectivity all the time with high-density WiFi," according to Sharri Markson of THE AUSTRALIAN. There is "expected to be" up to A$250M ($220M) of investment "over the next few years to bring the infrastructure at sporting stadiums and other major venues into the digital age, with Cisco, Huawei, IBM, Fujitsu, Telstra and Optus responding to competitive tenders to secure the rights to individual venues." Two Australian companies, PMY and OAMM, have been "engaged by the Sydney Cricket Ground, Etihad Stadium, Adelaide Oval, Metricon Stadium, Melbourne Olympic Park Precinct, and various racecourses, entertainment venues and transport authorities to build their technology strategy." PMY Managing Dir Paul Yeomans said that "part of the digital strategy was an app with e-commerce services." The app also provides "real-time statistics and information." The apps, tailored to each venue, "also allow fans to upgrade tickets and will have a venue loyalty program." OAMM CEO Edward Abbott said "another exciting aspect of the new app was a 60-second game" that could be played against someone else in the stadium. Abbott: "Everything we're building now is about the fan." The SCG precinct will be the "first venue in Australia to completely incorporate the technology," investing an initial A$10M into digital infrastructure for Allianz Stadium, with an app "dedicated to the stadium as well as high-density WiFi and 1200 new LED screens, part of the IPTV network" (THE AUSTRALIAN, 10/27).
