The CITY Smart Card

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The City of Manchester Stadium
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smart use of technology increases City revenues

• November 2004

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Our Biggest Asset--- The Fans
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implementing a smart card based access system
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a new access system . . .

• Benefits MCFC wanted to achieve
• Faster access
• Eliminate fraudulent tickets
• Decrease touting
• Real time entry information

• Maine Road 500 fans turnstile/hour
• Manchester City Stadium 1,000 fans
  turnstile/hour

• Maine Road 100s of forged tickets, especially
  on derby
• Manchester City Stadium 0 forgeries

• Touting almost totally eliminated

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. . a new concept
One customer
One customer number
One card
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additional benefits achieved

• Convenient ticket purchasing
• No queues at the ticket office
• Better customer service
• Increased fan database
• Detailed statistics

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automatic access
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all entries monitored - disabled access
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all entries monitored - VIP access
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_at_ the control room
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detailed fan information

• 47,500 Customers,
• 50 of which arrive
• in the last half hour

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Total Attendance By Gate
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Entries by Card type MCFC v Chelsea
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how can we generate more revenue?
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what services can we offer?

• Match tickets
• Sell them
• Buy them back and re-sell them
• Junior to adult upgrades
• Car park spaces
• Purchased seat information
• Corporate hospitality
• Merchandise
• e-purse
• Betting

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the channels available
Internet
PDAs
Telephone Cell phone
Kiosks
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purchase tickets 24/7

• Fans can purchase tickets through
• Web
• Phone
• kiosks
• Unique customer number identifies them to our
  staff

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via wap and telephony partner

• Purchase seats
• Download seat details and location map
• Pre order merchandise
• Subscription based or
• Per download fee

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wireless pda via web

• Connect to www.mcfc.co.uk
• Premium service revenue

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web based kiosks

• Situated at
• Stadium
• Premium locations
• Partner sites

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out door info/sale kiosk
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kiosk screen
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kiosk screen
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the city experience---the next steps
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pre-match purchases
Metro link travel
seat
E-money
car park space
programme
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on match day-record the customer no. At every
point
Pre-paid car park faster entry
Pre-loaded e-purse quicker food purchases
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match day around the stadium
Forgotten seat details?
Want to bet on the final score?
Want to join city lotto ?
Tap in customer no.
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Retail Tills record Customer Number against
transaction
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a complete customer file
when and via which turnstile they attended
Money spent in store
car park spaces purchased and used
Purchases from catering
Bets placed
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Individual Customer Attendance Information
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Complete Customer CRM Account enables MCFC to
tailor marketing campaigns to the right Audience
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additional revenue generated through the access
system

• An increase of 65 in junior ? adult upgrades 3k
  per game
• Increased ticketing revenue
• Maine Road 34,000 seat stadium
• City of Manchester Stadium 48,000 - 41increase
• League games were sold out
• Potential of 50,000 seats through buyback scheme
• The league No. 1 in cup game attendance
• 3rd highest attendance in the league after
• Reduced costs of sales by using e-mail
  notification

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Manchester City FC

• The future is not so far away