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Putting IoT to work: innovation tempered by restraint

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Alexandra Willis, Head of Digital and Content, The All England Lawn Tennis Club

The imperative to “respect the core traditions of the brand” often leads The UK’s All England Lawn Tennis Club (Wimbledon) to hold back on doing the sort of technology-driven, ‘in your face’ marketing and communications other operations might take for granted. Using iBeacons “just to say hello” as tennis fans leave the train for the Wimbledon tennis tournament, rather than to apply the hard sell, being just one example.  Alexandra tells Martyn Warwick that the club wants to use IoT to help  “celebrate the subtleties and eccentricities of our brand.”

Filmed at: The Internet of Retail 9-10 February 2016, Crowne Plaza Gerrards Cross, Buckinghamshire

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