88% of Match Cup Sweden Audience Miss Out on New Mobile Application. 1


According to ComScore, the iPhone has a 4% market share in Europe. Despite all the hype that surrounds the device, Nokia and Sony Ericsson handsets dominate the European market. But perhaps the folks at Göteborgs-Posten know better. Perhaps amongst the population of Gothenburg and those who escape to the island of Marstrand for Match Cup Sweden are big Apple fans.

Let’s assume for a minute that the Marstrand digerati are 3 times more likely to have an iPhone than the rest of the population. This means that 88% of the audience for Stena Match Cup Sweden will not be able to take advantage of the new iPhone application built for the event.

The iPhone does lend itself to applications that make the experience of attending a sports event easier and more interesting, but it is not alone. Android devices are perhaps an even more powerful platform for such applications but in 2010 the best way to provide a mobile experience to your audience is to invest in a good mobile website, then a larger percentage of the audience could participate via their mobile phone.

Nevertheless, for the Apple acolytes, a complete guide, free to download, with news information, results, calendar, maps, nearby restaurants, public transportation etc will be available. Behind the development of the ”app” are Sigma, Göteborgs-Posten and Brandspot. Stena Match Cup Sweden will therefore be the first event in Sweden to offer the guide.

Marie Carlsson, communications manager for digital media at Göteborgs-Posten said:

We hope that a couple of thousand visitors will get to enjoy the Event Guide in Marstrand. The application is flexible and easy to customize and our goal is to make it a complete guide to all types of events in Sweden.

Martin Sohtell project manager at Stena Match Cup Sweden added:

It feels great to be able to offer this service. The timing is perfect an fits naturally into our web strategy to increase visitors’ experience in an easy and accessible way,

While Stena Match Cup Sweden is one of Sweden’s largest public events, and one of the best yacht racing events in the world, it’s a shame that the investment in such mobile technology will only be available to a select few. If the same amount of thinking and investment had gone into a well thought out mobile site that could be viewed by more handsets, then perhaps 70,000 or 80,000 people might be able to enjoy the event through their mobiles instead of a couple of thousand.

More Marketing Technology News

  • Mick

    When it comes to m sites (mobilized sites), many factors come into place and the “one fits all” model does not apply due many reasons as different screen resolutions, operative systems and web browsers technologies, therefore it’s not so easy at it seams…

    also, data as market shares, market penetration etc can be interpreted… 4% is the percentage of iPhones on the total phone, not the % on smartphones, that’s way higher and that’s why an iPhone app wasn’t a bad idea.