Communities Dominate Brands: An 'army of fanatics' yes Real Madrid has that and uses mobile to monetize

January 29, 2010

An 'army of fanatics' yes Real Madrid has that and uses mobile to monetize

We met up with many of the big influencers in the mobile/advertising/media space at the FIFA 2010 conference that was held in London last week. I saw several very impressive presentations but one stood out about mobile and sports fans. Real Madrid the winningest major league football/soccer team in the world. And they have loyal, fanatical fans. So of course, as Spain is one of Europe's leading mobile markets, there is a Real Madrid fanclub on mobile. It offers all the usual suspects from fan newsletters to game scores and stats to player profiles, fan chat and commentary, sales of team jerseys etc. And the monthly subscription fee - 12 Euros. How many paying users? They have now passed 100,000 paying users! So Real Madrid's mobile service earns 14.4 million euros per year (22 million dollars)... awesome.

Posted by Tomi T Ahonen at 12:32 AM in 7th Mass Media, Advertising, Europe, m-Commerce, Marketing (classic 4 Ps), Mobile Data & m-Web, Revenues, Social Networking, Statistics, Users / Subscribers | Permalink

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Available for Consulting and Speakerships

Available for Consulting & Speaking
Tomi Ahonen is a bestselling author whose twelve books on mobile have already been referenced in over 100 books by his peers. Rated the most influential expert in mobile by Forbes in December 2011, Tomi speaks regularly at conferences doing about 20 public speakerships annually. With over 250 public speaking engagements, Tomi been seen by a cumulative audience of over 100,000 people on all six inhabited continents. The former Nokia executive has run a consulting practise on digital convergence, interactive media, engagement marketing, high tech and next generation mobile. Tomi is currently based out of Hong Kong but supports Fortune 500 sized companies across the globe. His reference client list includes Axiata, Bank of America, BBC, BNP Paribas, China Mobile, Emap, Ericsson, Google, Hewlett-Packard, HSBC, IBM, Intel, LG, MTS, Nokia, NTT DoCoMo, Ogilvy, Orange, RIM, Sanomamedia, Telenor, TeliaSonera, Three, Tigo, Vodafone, etc. To see his full bio and his books, visit www.tomiahonen.com Tomi Ahonen lectures at Oxford University's short courses on next generation mobile and digital convergence. Follow him on Twitter as @tomiahonen. Tomi also has a Facebook and Linked In page under his own name. He is available for consulting, speaking engagements and as expert witness, please write to tomi (at) tomiahonen (dot) com