London 2012 Olympics

London 2012 Olympics digital head tells Rio to plan for mobile


By The Drum Team, Editorial

September 28, 2012 | 1 min read

Alex Balfour, head of new media at the London Organising Committee of the Olympic Games (LOCOG) has warned Rio to sort out its app strategy ahead of the 2016 Games.

Speaking at the Royal Television Society Digital World Conference, he suggested that the use of mobile will only increase in the next few years.

This year, 60 per cent of content was accessed via mobile devices, with Balfour saying that the only real failing in terms of mobile was the lack of use of location-based social media services such as Foursquare and Facebook Places.

It had been found that the most popular check-in location during the Games was Hyde Park - which wasn’t an official London 2012 venue.

Balfour said: "We certainly didn't spend 60% of our time thinking of mobile.

"We only launched apps in the last six months, so Rio needs to get a move on."

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