JultikaUniversity of Oulu repository

Abstract

This case study investigates a local football club mobile application by providing an overview of an official club app lifecycle. Previous studies have focused mainly on branding and marketing aspects of club apps. The motivation behind this study was to investigate how existing club apps could be improved by creating more value for the club and their fans. In sports business official club apps have become a trending solution to expand digital services traditionally offered in a club website. In general, there is not much diversity in solutions and content on different club apps. Majority of club apps lack interactive elements. This case study followed Yin (2009) guidelines. Both qualitative and quantitative research methods were used for data collecting and analysis. The data collection methods included a literature review, a comparison of different football club apps, the case study of the AC Oulu app, brainstorming new feature ideas, a development survey, and finally a conceptional specifications for the most potential new features. Both club and service provider sides were interviewed to identify the vision, the purpose, and collaboration behind the app. The AC Oulu’s original intention behind the app was to keep it as simple as possible. The common features the AC Oulu club app is missing are push notifications, ticketing, e-commerce and registration. Digital ticketing and payment related features inevitably increase the app’s complexity. The findings suggest that club apps should provide more interactive unique content and a high-quality user experience. Club fans expect club app to be developed further. The app should promote future match events more aggressively to possibly increase the number of people attending in AC Oulu match events. Although club apps are common, mobile app is not a necessity for a football club.