Dallas Mavericks: Small Companies, Big Returns - ' Dallas Mavericks Base Case ' (
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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.
Projects: Management 
