Dallas Mavericks Base CaseBy Edward Cone | Posted 2003-10-01 Email Print
Re-Thinking HR: What Every CIO Needs to Know About Tomorrow's Workforce
Technology is the sixth man for this basketball franchise.
Estimated increase in value of this NBA franchise since 2000. That's when Internet entrepreneur Mark Cuban paidcritics said overpaid$280 million for his 50% stake in the club and its new arena. Among his slam dunks: player evaluation through digital asset management and referee rating using handheld computers.
Business: Professional basketball team, member of NBA
Key Business Executive: Mark Cuban, owner
Key Technology Manager: Ken Bonzon, chief information officer
Project: Use technology to improve fans' experience and to analyze and improve performance at the concession stand and on the court.
Objectives: Win more basketball games; increase franchise value by maximizing revenue from arena concessions and merchandise sales; increase attendance.
Technology Used: Point-of-sale system from InfoGenesis; homegrown software for video management running on generic servers; homegrown programs to rate referees on palmtop computers.
Lessons for Big Companies: Deliver services to your customers in every way possible and consider every interaction with a customer a selling situation.