Why stand in line? At Bat 2010 for
iPhone, you can order your food and
have it delivered right to your seat.
When MLB.com said at the beginning of the season that a function called “At the Ballpark” would be coming to At Bat 2010, the mobile device application, many wondered just how far it could go. With geolocation at the heart of the functionality, the initial release timed at this year’s All-Star Game offered fans the ability to look at seating charts and conduct social networking with others at the game they were attending.
It was a fair first test, but we’ve always saw the potential yet untapped in At Bat, and the latest improvement released was right on our list.
Today, MLB Advanced Media (MLBAM), the Philadelphia Phillies and ARAMARK, the food and beverage partner for 12 MLB teams, have announced that fans at Citizens Bank Park can use their iPhone to order food and have the items delivered to their seat.
It is the latest addition to “At The Ballpark”, for the At Bat 2010 apps for iPhone, that allows fans to check-in and manage their own experiences at the ballpark.
By utilizing the Apple devices’ core location technology, MLB.com At Bat 2010 can verify a fan is inside the ballpark and, subsequently, grant access to an array of exclusive features, including the ability to order food. During the pilot program, fans at Citizens Bank Park can order a selection of some offerings described by MLB.com and ARAMARK as some of the “most popular menu items” directly from their seats, including a Philadelphia cheese steak, Tony Luke’s Roasted Pork, Bulls BBQ Turkey Sandwich, Planet Hoagie Italian Hoagie and Eastern Shore Crab Cake Sandwich.
Fans will have the ability to order food from their seats via the At Bat 2010 mobile application by providing their seat location and a valid credit card which is then securely processed through Citizens Bank Park’s MICROS 9700 point-of-sale platform, powered by MICROS Systems, Inc. (NASDAQ:MCRS). Ordering food via At Bat 2010 does not require fans to have a pre-authorized account prior to beginning the purchase process.
“We are thrilled that MLBAM and ARAMARK have chosen Citizens Bank Park to launch this new application, and look forward to taking our fans’ game-day experiences to another level,” said Michael Harris, director, marketing and special projects, Philadelphia Phillies.
“As baseball fans continue to embrace mobile technology, we recognize the importance of identifying innovative opportunities to provide food and beverage services at baseball games,” said Marc Bruno, president, ARAMARK Sports, Entertainment and Conventions. “We are excited to work with MLBAM and the Phillies to give fans a new way to experience games at Citizens Bank Park.”
“Going to the ballpark always has been a shared experience for fans, whether they’re among families, friends or business associates. The innovations we’ve introduced through mobile technology, including this debut of mobile food ordering at Citizens Bank Park, are intended to further enrich those personal experiences by making them more convenient, authentic and applicable to popular social networks,” said Adam Ritter, vice president, wireless development, MLBAM.
We’ve always loved the At Bat application, and this latest is no different. With the exception of streaming video, this may be the best functionality yet introduced. Since we’ve been on the mark for seeing out to the future, let’s raise the bar higher…. How about purchasing merchandise from the Team Store? Since ARAMARK is tied to many of them, the addition might simply be a matter of pointing to a a like system. But, really, can’t we all dream?... Wouldn’t it be great to know how long the lines were for a given restroom before leaving your seat?
Maury Brown is the Founder and President of the Business of Sports Network, which includes The Biz of Baseball, The Biz of Football, The Biz of Basketball and The Biz of Hockey, as well as a contributor to FanGraphs and Forbes SportsMoney. He is available for hire or freelance. Brown's full bio is here. He looks forward to your comments via email and can be contacted through the Business of Sports Network.
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