PSE Future Business Innovation
April 2011
David Bush
SONY PROFESSIONAL
Company Introduction
• Hawk-eye is one of the worlds best known and most credible sports technology providers with a brand
which is trusted by professionals, sports players and consumers alike.
• Integral to the broadcast of cricket and tennis providing compelling additional analysis derived from its
accurate ball-tracking technology and displayed through its creative virtual reality graphics.
• Cricket and Tennis have been at the forefront of the adoption of technology in sport. As part of a
wider trend which most sports are now coming under increased scrutiny from fans and sponsors who
are no longer prepared to see contests decided by an officials human error.
• The use of technology in sport is coming of age – whether the use is for consumer analysis, officiating
or coaching. Such technology is becoming a carrier (in broadcast, online and in-stadium) for brands
seeking to be associated with the drama and immediacy of sports events.
• Hawkeye is one of the brands leading the way in this ‘coming of age’. Which Sony can now take
advantage off!
SONY PROFESSIONAL
Company Introduction – Company Structure
• Hawk-eye Holdings Ltd is now a wholly owned subsidiary of Sony Europe Ltd.
• Management and Financial reporting both into Sony Professional Solutions Europe.
• Hawkeye Holdings Ltd board consists of the following:
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Paul Hawkins (Founder and ex-Managing Director)
Naomi Climer (VP, Sony Professional Solutions Europe)
David Bush (Director of Marketing, Sony Professional Solutions Europe)
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Company Secretary: Phil Crowhurst (Sony Legal Affairs Europe)
• Hawk-eye Holdings Ltd consists of 3 companies:
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Hawk-eye Innovations Ltd – Main body of the group and main business. Managed Service and Product company. (100% owned by
Hawkeye Holdings Ltd)
Pulse Ltd – Online and Mobile Application business. Digital head of group. (100% owned by Hawk-eye Holdings Ltd)
Hawk-eye Sensors Ltd – An R&D joint venture with Mark Greenburg (based in Boston, USA). No current customer facing business. (50%
owned by Hawk-eye Holdings Ltd & 50% owned by Mark Greenburg)
SONY PROFESSIONAL
SONY PROFESSIONAL
Company Introduction - Video
Click me!
SONY PROFESSIONAL
Company Introduction – Core Businesses
• Hawkeye Innovations Ltd
• Managed Services
• Cricket:
• Key Customers: Global broadcasters (ESPN, FOX Sports etc), ICC World Cup, Indian Premier League, The Ashes and
International cricket matches.
• Tennis
• Wimbledon, US Open, Australian Open. Including 60 global tennis tournaments. Also Davis Cup and Olympics.
• Snooker
• World Snooker Championships and global snooker broadcasters (including BBC)
• Product
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Tennis Coaching System
Cricket Coaching System
Golf Coaching System
iDream Cricket game simulation machine
VIDEO
SONY PROFESSIONAL
Company Introduction – Core Businesses
• Pulse Ltd
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Digital arm of Hawkeye Holdings Ltd.
Makes use of the Hawk-eye data to create meaningful online consumer interaction and statistics
Bridging the gap between online and tv broadcast consumer interaction
Products & Services:
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TV Poll – ‘’IBM Pulse Question’’
The Pulse Predictor, Pulse Pundit, Pulse Knowledge
iPhone Applications
• Key Customers:
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ESPN
The Times
The Telegraph
Fox Sports
BBC
Champions League
Coaching Data (for tennis and cricket clubs
VIDEO 1
VIDEO 2
SONY PROFESSIONAL
Company Introduction – Future Business Development
• Hawkeye Innovations Ltd
• Managed Services
• New Sports markets
• Existing developments:
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Gaelic Football (Hurling) – Ireland, ‘Australian Rules’ Football – Australia, Soccer / FIFA Goal Line Technology (approved
by English Premier League in ‘08) - Global
• New Potential Developments:
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Baseball – Japan & US based, ‘American Rules’ Football – US, Rugby – Global
• New Managed Services
• Scoring systems, Large Screen services, Player Tracking
• Product
• Continuation of the roll out of coaching systems in existing and new sports
• Pulse Ltd
• Fully managed websites for sports broadcasters
• Comprehensive management of sports ‘data’. Selling rights to this data.
• Break through into alternative sports
SONY PROFESSIONAL
Integration into Sony – Relationship with PSE
• David Bush and Naomi Climer have joined the board of Hawkeye Holdings Ltd.
• Hawk-eye Holdings Ltd reports directly into PSE both Financially and
management.
• Currently being incubated within PSE’s Future Business Innovation team
• Neil Colburn has been appointed as Sony/Hawk-eye Programme Manager and
is part of the Hawk-eye management team to manage the integration
programme.
SONY PROFESSIONAL
Integration Into Sony – Key Decisions / Focus
1. Remain as separate legal entity as a wholly owned subsidiary of Sony Europe
Ltd or integrate as a new business unit of PSE?
2. Close down existing office site (Winchester, 20 miles from Basingstoke) and
relocate into PSE offices in Basingstoke?
3. Outline PSG / PSE Sports Technology Strategy to map out Hawk-eye role as
part of this and determine future business growth and potential
4. Outline PSG / PSE Managed Services Strategy Strategy to map out Hawkeye role as part of this and determine future business growth and potential
(consideration to be given to Convergent for DS Managed Service in Europe)
5. Identify weak links within Hawk-eye. Review Management, Marketing/Sales
and Technical (Engineering & Field Ops) aspects and see where Sony can
add benefit.
SONY PROFESSIONAL
Timeline
Post-Completion Phase
 25th March: VPN + IT integration plan commences.
VPN opent to connect sites.
 1st April: Staff assigned Sony email addresses
 1st April: Sony staff member joins HE management
team full-time until September
 1st April: Dotted line reporting for Engineering to
Morgan David and Finance to Matt Coombs.
Management dotted line to Vincent Lore.
Hawkeye Peak Period
 During this phase, Hawkeye
will be a stand alone entity
to not upset the HE business
model during the peak
season.
 Will report into PSE P&L.
 Wimbledon Tennis Finals
take place
April
‘11
March
‘11
Completion Phase
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3rd
March: Pre-Completion. Staff submit
Non-Complete contracts to Sony.
4th March: Approval from CIC
8th March: Signature and completion date
8th March: David Bush becomes ActingDirector representing Sony on Hawkeye
Management Team.
9th March: Press Release from Sony
SONY PROFESSIONAL
End of Integration Phase
 To match PSE end of 1st
Half Financial Year.
 30th September will be the
full integration of Hawkeye
into the PSE business.
May/June/July
‘11
April
‘11
Sept
‘10
July / August
‘11
Post Completion Phase cont.
Integration Phase
 15th April: Post – Completion DueDiligence issues resolved.
 16th April: Integration Planning
based on PSE strategy
(Managed Services and Venues)
Kicks Off.
 Start of Hawkeye Peak Season.
 Integration of key functions will
start to happen in the company
based on Integration plan, Sony
Europe and PSE structures
“Sony” or “make.believe” is a registered trademark of Sony Corporation.
SONY PROFESSIONAL
Names of Sony products and services are the registered trademarks and/or trademarks of Sony Corporation or its Group companies.
Other company names and product names are the registered trademarks and/or trademarks of the respective companies.