Tennis TV: A whole new way to keep your favourite sport at your fingertips
As content and audience interaction has become increasingly web and device based, the ATP needed to find ways to update and re-energize the Tennis TV experience on mobile; to better engage its audience and tap into the enthusiasm of a younger generation of fans. The ATP administers the world tour for men’s professional tennis.
Ness used its successful relationship with Perform (a leading sports digital media company and long-term partner of ATP), to help inject a modern user experience into the Tennis TV applications. The goal was to modernise the mobile experience, introduce more native functionality, increaseconsumption of highlights and player interviews. There is also now much deeper integration with social channels to match the high expectations of both client and end user.
Working with a distributed team of designers and product engineers, Ness created a long-term product roadmap to set out a vision for how the mobile experience should launch and evolve. The Tennis TV apps provide a wealth of relevant data, live match streaming and tiered payment functionality powered by feeds from the Perform platform.
Ness’s deep Agile expertise helped the team design, develop and test a revamped minimal viable product to re-set expectations with fans. Future release functionality will bring truly personalized viewing experiences and allow ATP to monetize user data - delivering richer, context-aware content based on user behaviour and preferences.
To learn more about speeding innovation with Ness, contact us today.