Chennai SuperKings : Cricket Kingsize

Chennai Super Kings is one team which has made extensive use of technology,
be it branding and marketing or the game of cricket. India Cements, the
promoters of Chennai Super Kings, along with its sister concern, Coromandel
Infotech, has been one of the most avid users of IT. This has helped CSK become
one of the most tech pro sporting teams globally.

"Like any other business, technology for us is also an enabler. The benefits
of using these cutting edge technologies are huge," says Sivasenthil Kumaran R,
head, domestic business, Chennai Super Kings. "For example, online is an
excellent medium to promote and market our team and communicate with the fans.
Even before the IPL starts, once the fever is on, we start getting on an average
of thousand hits per day which increases manifold as the match starts," he adds.
With the help of online and mobile tech mediums CSK sends regular updates to its
fans. "Technology helps us to make available all these information and reach out
to our fans faster and directly. It helps us to communicate instant match
updates, reports and analysis to the fans," he adds.

Of Blogs, Clubs, Goodies

The entire IT requirement of CSK is handled by Coromandel Infotech. Starting
from website development and maintenance to online applications like ticketing,
online stores, blogs, Kings Club, mobile are deployed and managed by the
in-house solution provider. "We have installed an automated system that
maintains the website and we have our own team that takes care of blogs and
other content," says Sivasenthil.

The team has implemented a very efficient online ticketing system as match
ticket sales online is a high focus area for CSK. The application keeps track of
all tickets that get sold, including online.

The CSK website is web 2.0 compliant and is search engine optimized. It also
has a very effective and interactive blogging system within the website. Last
year, the team only had three bloggers but this time it is increasing the number
of internal bloggers. "This year we are involving some senior players like
Matthew Hayden and coach Stephen Fleming who will write their own blogs and
contents on match reports and analysis," says Sivasenthil. CSK has also
introduced a blogging contest for its fans wherein the users will be allowed to
blog and express their thoughts. The best bloggers will be given prizes. "Last
year we received good response. The matches are scheduled for six weeks and this
contest will be open during this period. We will choose and announce winners on
a weekly basis," he adds.

The team has further launched Kings Club for CSK fans. The fans can log in
and become memberssenior and junior. The members are entitled to get some
special offers and facilities like discount on tickets or merchandise among
others. Each of the members also gets a valid membership card.

CSK has also initiated an online store to sell various CSK related products.
This activity is being done through an online merchandise application. The
branded merchandize could be bought through an online secured payment gateway
that CSK has installed in its website in association with HDFC Bank. The bank is
responsible for all the relevant measures required for e-commerce transactions
based on international standards. "As part of this activity, we have launched
one more option wherein our creative team will take care to design the T-shirts
as per the buyers choice," says Sivasenthil. An inventory management system
takes care of the stock, sales and despatch of the products. From purchase till
the despatch, regular email updates are being sent to buyers about the status of
their purchase.

About the hardware infrastructure, CSK has deployed three servers which host
the website including the blog and the Kings Club, mobile and ticketing
applications and other e-commerce activities. The infrastructure is deployed and
maintained in-house.

Mobility is the Buzz Word

CSK is also implementing a mobile platform this year, integrated with its
online application, wherein people can download ringtones, pictures, wallpapers
or videos. To use these features one has to register and subsequently avail
these facilities and download content in their mobile phones. The team is also
launching a separate application for iPhone users through which they can get
information and updates on the team and matches, news and articles and other
related content.

"In the future, we are also planning to use the mobile technology more
elaborately," says Sivasenthil. So far, its limited only to content downloads
and getting team or match updates. "In the future, we intend to use it for
commercial purposes like ticket and merchandize sales. We are also trying to
capitalize our online platform in future as its a very good medium of revenue
generation apart from information exchange," he adds.

Automation & Cricket

When it comes to the use of cricketing technology, the franchisees are
largely following the guidelines set by BCCI and IPL. Sports Mechanics is one of
the largest sports technology vendors that BCCI works with and is the official
sports technology partner for Chennai Super Kings.

The introduction of video analysis in cricket has helped to revolutionize the
way the game is being played. Developed on multimedia platform, these
applications are irreplaceable in depicting all the action, and creating various
analytical graphs and visual illustrations based on that. Video analysis of the
game or player movement has today evolved as an essential tool for learning and
analyzing mistakes and plan for required corrective measures. And the
combination of data, video and graphical feedbacks help players acquire new
skills and techniques creating immense impact on performances. The integrated
use of video camera and IT to develop various sports analytical tools and
applications has helped the international cricketing bodies to transform the way
cricket coaching was done before.

When it comes to implementing tech tools in coaching, each IPL team is
equally active, as stakes are very high. CSK is no exception. As Sports
Mechanics takes charge of doing the job for the team, it ensures to work closely
with the coach and the management to understand their requirements and provide
customized solutions. "We ensure to leverage maximum on the cutting edge
technology. The applications provided by us help the teams to prepare in a
better manner for the matches," said Subramanian Ramakrishnan (Ramki), CEO,
Sports Mechanics.

Since IPL teams like Super Kings play on a tight schedule, it is very
important for them to access all relevant data and reports on team and
individual player performance as well as those of the oppositions real-time
basis. While Multimedia plays a vital role in developing the applications, WiMax
is another technology that Sports Mechanics uses to support online data
accessibility. "We also prepare video capsules of individual players from all
teams as well as those of their opponents that combines shots taken during
practice sessions or matches along with performance analysis or opposition
analysis reports and feedbacks. The players can store these capsules in their
laptops, ipods or playstations and view anytime they wish to," explains Ramki.

Piyali Guha

piyalig@cybermedia.co.in