"We are knowledge oriented and have a burning desire to see our clients succeed" - Interview with Philip Jackson, CEO of Sportstec Limited

And likewise, as far as education partners are concerned, who are the major partners and what sort of knowledge transfer have you benefited from thanks to these alliances?

We have tied up with numerous universities in Australia and the United Kingdom. These universities help in performing a cause-effect performance analysis. So not only do they help from an educational standpoint, but they're also offering courses on this particular subject. So they are actually providing the industry with specialists who come out of these universities fully prepared to understand the analytics and the technology being used. And the sports field now wants people who come in ready so that there isn't a great deal of time spent on educating them on the nuances again.

Venugopal Rajagopalan, Manager – Sales & Training, Sportstec India

What are the various products that you offer, if you can offer a brief run-through of each of them?

SportsCode, our basic product, is being used by volleyball leagues Europe, in Four Nations, Six Nations rugby, NBA teams in the US and also by other major teams in field hockey, tennis, football and cricket across the world.

Then there is Sportstec Exchange: This basically provides the knowledge repository to a team immediately after a game as against perhaps four days later if you were to make a DVD and send it across. This is our workhorse product, one that doesn't get too many eyeballs, but is very effective. It has a web-based stream share option.

Then you have Studio Code which is a capture, code, analyse tool.

There's SportsTec Player - which provides quickly engaging reports in minutes.

Coda/iCoda - Powerful data collection tool, non-video though.

Trak Performance - Manual tracking system where you can entirely focus on one player. You can use it to check and correlate a player's heart rate and peak performance level for example.

Do you organize events to spread the word, not only for promulgating your own product, but also from a standpoint of championing your industry?

Yes, there is something called the Global Sportstec Innovation Conference (GSIC) which this year is happening at the Tower of London. It is funded by us and organized by us. It is about the industry informing the industry on latest developments and having an appraisal of how things are progressing. We will be having personalities like Les Reed, who is a coach with Sunderland football club, Gary Gold, a former Springbok assistant coach, and then we have another sports researcher from Turkey who has developed a particularly effective scouting department to look at the opposition team using which his team has gone on to win the Turkish championship.

We noted from your website that Coach K (Mike Krzyzewski of Duke) is one of the coaches that have taken up your products. He is one of the most renowned coaches in the basketball circuit in the United States thanks to his work at Duke and with the US National team, and he's been known to be masterful at implementing process-based programs for improving his teams with the help of analytics. How has the experience been working with him, and can Sportstec be considered a huge part of how he has been able to sustain his success?

Oh absolutely! Coach K is a very special member of the Sportstec family and was one of the earliest adopters of our products in the basketball world. The product has helped his support staff a great deal with their coaching. One of the key things he's done with the US national team is build accountability. The US team was earlier all about a collection of superstars who just went out and won you a game based on their individual talents and were rarely questioned when they didn't perform. Now, Coach K can identify and highlight a particular aspect of a player's play and highlight to him exactly where he needs to improve. He has used analytics to bring these superstars around and instill responsibility.

And as for his school, Duke partners only with the best. And for them to select us as the best performance analysis provider out there is just a huge endorsement.

What is your USP that you reckon differentiates you from other similar service providers?

Sportstec globally has the most passionate set of people working towards delivering the best performance analytics tools available. Our products are the best in the world; without a good product, there is nothing. We are knowledge oriented and we have a burning desire to see our clients succeed. And I think our clients recognize that and hence favour our partnership.

Coming to the India connection, what are the clubs and teams that you work with? And what sort of set-up do you currently have in place in the country?

We have a direct operation running here. It is 100% owned by Sportstec and we've been here for about one-and-a-half years now. We are not using resellers. Here, we are still in our infancy stage, the market is just getting established right now. About five years down the line, we will look at adding distributors to better get our product around.

As far as clients go, we have Hockey India (HI) on board; they use SportsCode, iCoda. We have the All India Football Federation (AIFF) and also some of the clubs from the I-league, including the champions this year, Bengaluru Football Club (BFC), as well as Dempo and Salgaocar sports clubs. Apart from this, we had about four teams from the six participating in the Hockey India league using our products. Ranchi Rhinos, the winners of the inaugural edition of the tournament, were proud users of our SportsCode product.

In this history of technological advancements, one innovation or value addition has constantly spawned off another. Looking ahead, what innovation or spin-off do you think analytics in sports can spawn in the coming years? (Or other advancements in the way we see and understand sport)

I think the filtering down of data points, so as to arrive at the most crucial one in no time is something that the industry will move towards. Right now, there is a lot of information that you get from our tools and it takes time for the coaches and other end users to skim through it. So perhaps, in future, the tools will be equipped to tell you, say if there are a 100 insights that you garner, what the top 20 or the 20 most important insights are. Then of course there's 3D reconstructive video and all that too.