Localized Mobile Apps: Why All Eyes will be on the Ponies Next Week
The rise of mobile devices poses a conundrum for businesses. On one hand, they can be used to reach the masses in venues that once weren’t accessible by the internet. Today, literally everywhere many people go has them connected in one way or another. On the other hand, it’s hard to keep people’s attention because of the ease of access; they can be looking at something they want to purchase and change their mind because their mobile phone tells them it’s cheaper down the block or at Amazon.
It’s a love/hate relationship that many have tried to solve. Next week, as Santa Anita Park opens for its 75th winter season, there will be more than horse racing fans watching the events unfold. The eyes of the tech and retail worlds will be on the track as it launches its localized mobile app for wagering and research.
Many have tried to tie in location-based engagement through mobile devices in an attempt to bring people’s smartphones onto in-store WiFi connections and intranets. Few have had success because of the lack of incentive and difficulty of implementation and infrastructure. Santa Anita Park is giving patrons the ability to place bets if they’re logged in through the track’s WiFi. Is it the type of incentive that can bring them to a new level of patronage?
Santa Anita Vice President of Sales and Marketing Chris Quinn believes it is.
“This is the direction we need to be going,” he said. “Technology is making our sport much more accessible and this mobile wagering platform is going to provide our on-track fans with a level of convenience that we haven’t been able to offer before. This is an exciting time and we feel these types of technologies hold great promise for the growth of our sport and the enhancement of our on-track experience.”
Visitors to the park will no longer have to wait in line or even leave their seat at all to check on races, research horses, or place bets. The mobile app makes it possible to do it all while waiting for a martini at their table or munching on a snack at their seats. This will make betting easier for everyone as it should shorten lines to the wager windows with more and more people taking advantage of the app.
Security is always a concern when money is transferred via mobile device, but the park has that covered as well.
“Currently, we are working to provide the best infrastructure to support the mobile wagering platform,” said Nina Zukin, Santa Anita Director of Information Technology. “With the addition of numerous wireless towers and commercial access points, our customers can be assured of a convenient and secure mobile wagering experience.”
If this is as successful as many believe it will be, other industries will be searching for ways to use to mobile devices as a convenience factor for on-site visitors. It isn’t always about sales and marketing; convenience is often the driving factor when people use their mobile devices. Santa Anita is at the center of this trend. Eyes across many industries will be on the results just as the patrons will be watching the horses (and their smartphones).
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