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巴博拉特流行
案例简介：战略 我们深入巴博拉特连接网球数据库，使用连接球拍分析和识别真实球员的比赛行为。研究显示，不仅职业选手对记录他们的网球数据感兴趣: 不太规律、不太注重表现的选手也渴望跟踪他们的表现。在 Babolat 与球员和专家的额外讨论表明，保持自己的积极性是多么困难。因此，我们决定设计一种更适合他们的服务: 专注于顽皮的挑战，保持动力曲线，实时显示保持燃烧的进展,通过简化和丰富多彩的界面，使数据反馈更加愉快。移动是实时可视化玩家进度和连接成员的完美技术。 概要 2014 年，巴博拉特创造了第一个连接球拍，为半职业和职业球员带来了宝贵的见解，以完善他们的游戏，跟踪他们和他们的教练都看不到的数据。但是初学者有一个更基本的问题:网球很难开始和跟上。与穿鞋子和出去跑步相比，学习网球需要很多没有回报的练习。有时初学者甚至在玩得开心之前就放弃了!巴博拉特打开了一个新的市场，竞争对手泽普和索尼后来投资了价格从 110 美元到 200 美元的产品。在我们这边,我们达成的谅解是，可获得的价格至关重要。 babolat 如何打开连接网球来帮助初学者保持动力并享受练习？ 目标目标是向更广泛的观众介绍联网网球，提供负担得起的服务，让他们有额外的理由继续比赛。 执行 实施该项目是与专门研究传感器技术的法国初创公司 PIQ 合作启动的。由于一系列硬件/软件功能可以在工业上实现，我们选择了快速上市的方法。这使得我们能够专注于对网球初学者来说真正重要的功能，并大幅降低生产成本。 timeline2-2015年4月: 产品和品牌定位战略 5 月 2015: 品牌/产品标识 + UX/UI 设计 6 月 2015: 腕带传感器设计 + 应用开发 6 月-2015年9月: 工业生产 10 月 2015:Babolat POP 在美国市场上发布位置和缩放该应用在应用商店和谷歌 Play 商店上推广。腕带在 15 个国家的体育和多面手零售商亚马逊、网球仓库销售。 结果 14 000 名新玩家在第一个月 (2015年10月) 下载了该应用。这些玩家中有 90% 成为巴伯拉特社区的成员。巴伯拉特 Pop 库存的 80% 在发布后仅 4 个月就售罄 (在 2015年10月至 2016年1月之间)，播放了 90 000 次,导致 100 000 小时的网球或 30 000 000 次投篮。 活动描述 介绍 Babolat POP，腕带完全致力于网球，只需 90 美元。将你的流行音乐与智能手机配对，并与任何网球拍相连。Babolat POP 实时收集关于玩家表现的令人兴奋的数据，并允许他们通过社交和游戏功能挑战和与朋友互动。
巴博拉特流行
案例简介：Strategy We deep dived into Babolat connected tennis database to analyse and identify play behaviours from real players using the connected racquet. The study revealed that not only pro players were interested in recording their tennis data: less regular, less performance-oriented players were also eager to track their performance. Additional discussion with players and experts at Babolat showed how difficult it was to stay motivated all by yourself.So we decided to design a service more suited to them: focused on playful challenges to stay up the motivation curve, showing progress in real-time to keep the fire burning, with a simplified and colorful interface to make data feedback more enjoyable.Mobile was the perfect technology for visualizing a player’s progress in real-time and connecting members altogether. Synopsis In 2014, Babolat created the first ever connected racquet, bringing invaluable insights for semi-pro and pro players to perfect their game, tracking data that neither they nor their coach could see.But beginners have a more basic issue: tennis is difficult to start and to keep up.Compared to putting shoes on and going out for a run, learning tennis takes a lot of unrewarding practice. Sometimes beginners abandon even before playing starts being fun!Babolat had opened a new market, that competitors Zepp and Sony invested later with products at prices from $110-$200.On our side, we came to the understanding that an accessible price was crucial.How can Babolat open up connected tennis to help beginners stay motivated and enjoy practice?• ObjectivesThe objective was to introduce connected tennis to a wider audience with an affordable service that will give them extra reasons to keep playing. Execution • ImplementationThe project started in partnership with PIQ, a french startup specialized in sensor technologies. Thanks to a set of hardware/software features ready to be implemented industrially, we chose a fast time-to-market approach. This allowed us, at the time, to focus on the features that really matter for tennis beginners and to reduce drastically production costs.• TimelineFebruary - April 2015: product and brand positioning strategyMay 2015: brand/product identity + UX/UI designJune 2015: wristband sensor design + app developmentJune - September 2015: Industrial productionOctober 2015: Babolat POP launch on the US market• Placement and scaleThe app was promoted on the App store and Google Play store. The wristband was sold in sports and generalist retailers -Amazon, Tennis Warehouse- in 15 countries. Outcome 14 000 new players downloaded the app during the first month (October 2015).90% of these players became members of the Babolat Community.80% of the Babolat Pop inventory was sold out just 4 months after the launch (between October 2015 and January 2016)90 000 sessions were played, resulting in 100 000 hours of tennis or 30 000 000 shots. Campaign Description Introducing Babolat POP, the wristband totally dedicated to tennis, at only $90. Pair your POP with a smartphone and play connected with any tennis racquet. Babolat POP collects exciting data about players’ performance in real-time, and allows them to challenge and interact with friends via social and gaming features.
Babolat Pop
案例简介：战略 我们深入巴博拉特连接网球数据库，使用连接球拍分析和识别真实球员的比赛行为。研究显示，不仅职业选手对记录他们的网球数据感兴趣: 不太规律、不太注重表现的选手也渴望跟踪他们的表现。在 Babolat 与球员和专家的额外讨论表明，保持自己的积极性是多么困难。因此，我们决定设计一种更适合他们的服务: 专注于顽皮的挑战，保持动力曲线，实时显示保持燃烧的进展,通过简化和丰富多彩的界面，使数据反馈更加愉快。移动是实时可视化玩家进度和连接成员的完美技术。 概要 2014 年，巴博拉特创造了第一个连接球拍，为半职业和职业球员带来了宝贵的见解，以完善他们的游戏，跟踪他们和他们的教练都看不到的数据。但是初学者有一个更基本的问题:网球很难开始和跟上。与穿鞋子和出去跑步相比，学习网球需要很多没有回报的练习。有时初学者甚至在玩得开心之前就放弃了!巴博拉特打开了一个新的市场，竞争对手泽普和索尼后来投资了价格从 110 美元到 200 美元的产品。在我们这边,我们达成的谅解是，可获得的价格至关重要。 babolat 如何打开连接网球来帮助初学者保持动力并享受练习？ 目标目标是向更广泛的观众介绍联网网球，提供负担得起的服务，让他们有额外的理由继续比赛。 执行 实施该项目是与专门研究传感器技术的法国初创公司 PIQ 合作启动的。由于一系列硬件/软件功能可以在工业上实现，我们选择了快速上市的方法。这使得我们能够专注于对网球初学者来说真正重要的功能，并大幅降低生产成本。 timeline2-2015年4月: 产品和品牌定位战略 5 月 2015: 品牌/产品标识 + UX/UI 设计 6 月 2015: 腕带传感器设计 + 应用开发 6 月-2015年9月: 工业生产 10 月 2015:Babolat POP 在美国市场上发布位置和缩放该应用在应用商店和谷歌 Play 商店上推广。腕带在 15 个国家的体育和多面手零售商亚马逊、网球仓库销售。 结果 14 000 名新玩家在第一个月 (2015年10月) 下载了该应用。这些玩家中有 90% 成为巴伯拉特社区的成员。巴伯拉特 Pop 库存的 80% 在发布后仅 4 个月就售罄 (在 2015年10月至 2016年1月之间)，播放了 90 000 次,导致 100 000 小时的网球或 30 000 000 次投篮。 活动描述 介绍 Babolat POP，腕带完全致力于网球，只需 90 美元。将你的流行音乐与智能手机配对，并与任何网球拍相连。Babolat POP 实时收集关于玩家表现的令人兴奋的数据，并允许他们通过社交和游戏功能挑战和与朋友互动。
Babolat Pop
案例简介：Strategy We deep dived into Babolat connected tennis database to analyse and identify play behaviours from real players using the connected racquet. The study revealed that not only pro players were interested in recording their tennis data: less regular, less performance-oriented players were also eager to track their performance. Additional discussion with players and experts at Babolat showed how difficult it was to stay motivated all by yourself.So we decided to design a service more suited to them: focused on playful challenges to stay up the motivation curve, showing progress in real-time to keep the fire burning, with a simplified and colorful interface to make data feedback more enjoyable.Mobile was the perfect technology for visualizing a player’s progress in real-time and connecting members altogether. Synopsis In 2014, Babolat created the first ever connected racquet, bringing invaluable insights for semi-pro and pro players to perfect their game, tracking data that neither they nor their coach could see.But beginners have a more basic issue: tennis is difficult to start and to keep up.Compared to putting shoes on and going out for a run, learning tennis takes a lot of unrewarding practice. Sometimes beginners abandon even before playing starts being fun!Babolat had opened a new market, that competitors Zepp and Sony invested later with products at prices from $110-$200.On our side, we came to the understanding that an accessible price was crucial.How can Babolat open up connected tennis to help beginners stay motivated and enjoy practice?• ObjectivesThe objective was to introduce connected tennis to a wider audience with an affordable service that will give them extra reasons to keep playing. Execution • ImplementationThe project started in partnership with PIQ, a french startup specialized in sensor technologies. Thanks to a set of hardware/software features ready to be implemented industrially, we chose a fast time-to-market approach. This allowed us, at the time, to focus on the features that really matter for tennis beginners and to reduce drastically production costs.• TimelineFebruary - April 2015: product and brand positioning strategyMay 2015: brand/product identity + UX/UI designJune 2015: wristband sensor design + app developmentJune - September 2015: Industrial productionOctober 2015: Babolat POP launch on the US market• Placement and scaleThe app was promoted on the App store and Google Play store. The wristband was sold in sports and generalist retailers -Amazon, Tennis Warehouse- in 15 countries. Outcome 14 000 new players downloaded the app during the first month (October 2015).90% of these players became members of the Babolat Community.80% of the Babolat Pop inventory was sold out just 4 months after the launch (between October 2015 and January 2016)90 000 sessions were played, resulting in 100 000 hours of tennis or 30 000 000 shots. Campaign Description Introducing Babolat POP, the wristband totally dedicated to tennis, at only $90. Pair your POP with a smartphone and play connected with any tennis racquet. Babolat POP collects exciting data about players’ performance in real-time, and allows them to challenge and interact with friends via social and gaming features.
巴博拉特流行
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Babolat Pop
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