Churchill Downs Catching Up With Our Customers, Online Technology Panel December 4, 2007
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1 Churchill Downs Catching Up With Our Customers, Online Technology Panel Vernon Niven EVP Technology, Churchill Downs Inc. President, TwinSpires.com 1
2 Discussion Points Technology is changing customer behavior & expectations Churchill s Response (so far) Path Forward 2
3 Customer Behavior Is Changing Entertainment Options continue to expand» 10 20% of US adults watch TV on the internet In our industry, customer shift online is well underway» Not as fast as retail, but» 12%+ of handle» 70%+ of our customers use internet» Mobile use is growing very quickly Multi Channel Expectation (coming soon)» Examples: Walmart.com, MLB.com» Already There for Under 35s» Starting Point: One account everywhere 3
4 Churchill s Response (so far) Offer Account Wagering (2007 priority)» Derby Launch of TwinSpires» $80 million acquisition of BRIS/ATAB» Consolidation of Sites (Nov 27) New IT Deal Structures (underway)» Incentives for Performance & Innovation» Treat IP As a Real Asset Broaden/Improve Digital Presence (started)» Talent & Tools» Open Up Valuable Content: replays on YouTube» Tag everything and feed it» Connect with younger players: NetVibes, PicksPal, TBA, more to come New Ways to Play (started) 4
5 TwinSpires.com 5
6 TwinSpires.com 6
7 Netvibes.com BETA (1 person x 3 days) 7
8 Netvibes.com BETA (1 person x 3 days) 8
9 Internal IT Strategy Shift from cost containment to managing innovation Fewer, larger, more important projects (vs. tweaks) Re focus IT Organization» Centralize sourcing» Investment Discipline» Accountability to Business Units (tracks, ADW)» Statements of Work (SOWs)» Service Level Agreements (SLAs) Re jigger skills More Outsourcing» Help Desk» Desktop computing» Offshore development 9
10 Path Forward: Follow The Leader Online / Social Gaming» Sit and Go Tournaments» Contests with Brag Boards» Player Pools» Chat & IM Personalized Entertainment» Conditional Wagering» Screeners & Alerts» Mobile Internet Video» Bandwidth/Signal Quality» Interactive Features» User Generated Content Multi Channel Service Model» One Account Everywhere» Web Optimized Service Examples to Borrow From Online Poker PicksPal.com BRISBet/Winticket Fantasy Leagues PTC etrade MyYahoo MLB.com ESPN360.com YouTube.com BestBuy.com 10
11 Path Forward: Multi Channel Service Model One Brand One Account One Experience... Not Matter How or Where You Play Reduce Service Cost (per $ Revenue)» Borrow lessons from Retail» Direct online channels can deliver more value at less cost» Rely more on customer owned infrastructure» OnTrack/OTB: continue move to cashless; add ADW Improve CDI s ability innovate quickly, across all channels (with partners)» Silicon Valley: R&D and Marketing center (new)» Lexington: Online Service Center (new)» New Deal Structures Practical Hurdles:» 3 tote providers» 1980 s & 1990 s IT» Industry IT skills» Vendor/Partner Incentives 11
12 Multi Channel Service Model Best Buy Example The Internet Can: Address A Customer s Personal Needs 12
13 Multi Channel Service Model Best Buy Example The Internet Can: Simplify Complexity & Drive Growth 80% 60% 40% 20% 0% Examples to Follow Online Poker PicksPal.com Conversion BRISBet/Winticket Rate Increase Online Shopping Assistants 15% 22% Fantasy 55% Leagues etrade MyYahoo MLB.com ESPN360.com YouTube.com BestBuy.com 70% 75% Camcorders Laptops Washers Dryers Cameras 13
14 Multi Channel Service Model Best Buy Example The Internet Can: Give em A Reason To Visit Your Facility 14
15 Path Forward: Longer Term Investments IP Video» rising cost of TV vs. Nielsens < 1.0» Quality & Cost Improving Rapidly» Advances are being funded by others Potential Partners Sling Media Verizon, AT&T, Comcast, et al Microsoft, Move Networks Joost + others Mobile Gaming» 2 minute product is perfect fit» Increase churn, reduce lines» Infrastructure is just about there» Younger Customers Phantom Fiber Scigames United Tote Amtote Real Time Race Tracking (RTLS)» Signal Differentiation» Proposition Wagering...?» New Handicapping Information? Autochart/Equibase Trackus In house (e.g., UWB) 15
16 CDI s Real Time Race Tracking Pilot Work Completed Criteria: cost, accuracy, reliability, data ownership Best Fit Solution: Ultra Wide Band (UWB) Testing KY Derby: RF interference CDRT: accuracy, reliability, live racing Arlington: live racing Results (So Far) Accurate & Portable & Wireless (share eqpt, no fiber runs) Next Steps Increase Tag Power to reduce # of receivers Productize Software layer (presentation and utilities) More testing & tweaking 16
17 Silicon Valley Office 800 W El Camino Real Mountain View CA 17
18 Summary Customer Expectations & Options Are Increasing due to IT CDI Is Investing To Meet These Challenges CDI is committed to working with our industry 18
19 Thank you! 19
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