I was recently asked by Mobile Marketer to provide commentary about the early success of the MLB At Bat App as it has already hit 5 million downloads.
(Mobile Marketer) To what degree is the app a way for MLB to connect with younger audiences via mobile given baseball fans tend to be older on average than for some other sports?
(Tom Edwards) The key for MLB’s At Bat strategy is the portability and access to content. By providing a personalized approach to content consumption as well as live look-in’s the MLB app provides flexibility regardless of market. This is especially appealing to younger fans who may want instant access to content.
(Mobile Marketer) What do these downloads say about the power of mobile to enhance consumption not just of one game but of the whole universe of the Major League Baseball season for highly engaged fans?
(Tom Edwards) The MLB approach to accessibility and cross-device support is key to early success and success will be sustained throughout the season as MLB has struck the ideal balance between portability and personalization.
Follow Tom Edwards @BlackFin360
