Dallas Mavericks Base Case

By Edward Cone  |  Posted 2003-10-01 Print this article Print

Technology is the sixth man for this basketball franchise.

Company:Dallas Mavericks

$24 million

Estimated increase in value of this NBA franchise since 2000. That's when Internet entrepreneur Mark Cuban paid—critics 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

Headquarters: Dallas

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.

Senior Writer and author of the Know It All blog

Ed Cone has worked as a contributing editor at Wired, a staff writer at Forbes, a senior writer for Ziff Davis with Baseline and Interactive Week, and as a freelancer based in Paris and then North Carolina for a wide variety of magazines and papers including the International Herald Tribune, Texas Monthly, and Playboy. He writes an opinion column in his hometown paper, the Greensboro News & Record, and publishes the semi-popular EdCone.com weblog. He lives in North Carolina with his wife, Lisa, two kids, and a dog.

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