Page 54 - Introduction to Electronic Commerce and Social Commerce

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Selling in China needed during games. A similar system (used in the Sun Life
Stadium, home of the Miami Dolphins) enables personalized
In October 2013, the NFL opened its official online store in replay during games (see the video about a special portable
China (nfl.world.tmall.com). To embark on this venture, the device titled “Miami Dolphins Transform Sun Life Stadium
NFL used two partners: Export Now to handle all the admin- into Entertainment Destination for Fans” at youtube.com/
istration of the transactions, and Tmall.com (China’s leading watch?v=t2qErS7f17Y). Also, you can order food online,
EC seller with over 500 million registered members). See have it delivered to your seat, and pay for it electronically.
Dusto (2013). Finally, you can play fantasy games while in the stadium.
These EC applications are designed to make fans happy and
to generate revenue.
Information, News, and Social
Commerce
Other Applications
The NFL is on Facebook where there is a company descrip-
tion and many posts by its fans. It is also on Twitter where The NFL uses many other EC applications for the manage-
you can find information on upcoming NFL events, and be ment of transportation to the Super Bowl, security implemen-
one of its 4,000,000+ followers. You can also get local news tation, procurement (B2B), providing e-CRM, and much more.
including real-time sports scores texted to your smartphone. For an interesting infographic on Super Bowl NFL busi-
The popularity of social media used by players created a ness, see Bathe (2015).
need for a policy regarding the use of social networks before Sources: Based on Bathe (2015) and material collected
and after (but not during) games. For the policy, see the arti- on Facebook, and Twitter (accessed March 2016).
cle titled “Social Media Before, After Games” at sports.
espn.go.com/nfl/news/story?id=4435401. For the use of Questions
social commerce in the NFL business, see Brennan (2014). 1. Identify all applications related to B2C in online stores
(see Roggio 2013 to get started).
2. Identify all B2C applications inside the stadium.
Videos and Fantasy Games 3. Identify all B2E applications inside the stadium.
4. Relate online game playing to EC at NFL.
Madden NFL 11 is a video game available across all 5. Compare the NFL information available on Facebook to

major consoles with an adaptation for iPhone and iPad ver- that of Instagram.
sions of the game. For details, see en.wikipedia.org/wiki/ 6. Find additional NFL-related applications not cited in this
Madden_NFL_11. Related to these games are the NFL fan- case.
tasy games that are available for free at fantasy.nfl.com. 7. Enter http://www.ignify.com/Atlanta_Falcons_eCom-
merce_Case_Study.html. Read the case “Atlanta Falcons
E-Commerce Case Study,” then go to the Falcons’ online
Smartphone Experience store and describe all major EC models that are used
there.
Smartphones, and especially iPhones, now allow users to go 8. Find information on social commerce at the NFL.
online to view games in real time (some are costly). You can 9. Compare Madden NFL 11 with NFL fantasy games.
also use the iPhone to view photos in the stadium that are
projected on a TV, and much more.
ONLINE RESOURCES

Wireless Applications in Stadiums Available at ecommerce-introduction-textbook.com

Several stadiums are equipped with state-of-the-art wireless
systems. One example is the University of Phoenix Stadium, ONLINE FILES
which is the home of the Arizona Cardinals. Fans can access
many high-definition TVs in real time. Fans with smart- W1.1 Application Case: Dell—Using E-Commerce for
phones can get real-time scores or purchase food and other Success
merchandise. The system also enables employees to process W1.2 Application Case: GrubHub.com—Student Entrepre-
ticket sales quickly. In addition, fans can watch the game neurs
while buying food in the stadium. The Cardinal’s marketing W1.3 Representative EC Business Models
department can advertise the forthcoming games and other W1.4 The Changing Business Environment, Organizational
events on the system. It also delivers data to coaches as Responses, and EC and IT Support