5G is transformational, but what does it mean? It’s just like 4G but faster…right?

Answering this question united Australia’s biggest Telco, Telstra, and sporting code, AFL, to revolutionize the sporting experience for fans that need it most.

Collaborating with the low vision and blind sports community, we developed a prototype device with 5G’s near real-time responsiveness to create a new haptic ‘language’ that helps fans ‘feel’ the game.

We’re now exploring getting the device into the hands of vision impaired fans across more sports to elevate the live experience in a way that has never been felt before.

We’re a nation of sports fanatics, and the Australian Football League (AFL) dominates, with the highest average attendance of any sport.

Telstra’s purpose is to ‘build a connected future so everyone can thrive’. Introducing new technology to improve Australians’ lives is critical to its mission and reputation.

Telstra has partnered with AFL for 20+ years and deployed 5G at major stadiums to augment fans’ experience.

Both organisations recognised that many fans can’t experience the magic of the game as it was intended. Being able to watch sport is typically considered essential - but not everyone has this privilege.

Over 500,000* Australians have low vision or are blind, and over half the nation is estimated to have some form of vision disorder.

Through innovation, we demonstrated the true potential of 5G technology to help visually impaired people ‘see’ Australia’s national sport for the very first time.

*https://www.vision2020australia.org.au/

Speaking to fans like Shaun Keith uncovered a common insight: at live events vision impaired fans want to share every moment with those around them - understanding the game without delay or confusion.

AFL is fast-paced, high intensity, played by two teams of eighteen on an oval-shaped field. It’s hard to keep up.

We needed to translate the action on the field into a familiar sense: touch. The issue was how to do so intuitively without suffering lag.

5G in stadiums meant latency was lower than ever, no matter where you sit. Its speed and responsiveness could revolutionise live sports for every spectator.

The 5G Touch and Track was born - a device that puts every move on the field at the fingertips of vision impaired fans.

Interactive, haptic technology is not new, but this application had never been used in Australia or for a sport as fast-paced as AFL.

April 2022 : Product concept was created.

18 May 2022: First contact with tech start-up, Field of Vision (FOV).

July 2022: Approval on prototype production granted.

August 2022: First low vision and blind AFL fans test prototype in Marvel Stadium.

13 September 2022: Media Call and official press release announcing the prototype.

November 2022: Formal feedback collated on prototype and put into testing.

17 February 2023: Updated prototype received for further testing and development around ball tracking and data capture.

The Touch and Track is a 3D printed tablet with a debossed oval.

A magnet inside the device connects to a steel ring on the surface which represents the ball.

Following the ball reflects the movement on pitch, and specific vibrations in the device correspond to key moments in the game (tackles, marks, goals etc). Specific vibrations at the top or bottom of the device allow users to know which team has possession.

Users can feel the game from the perspective of their team, at the same time the crowd is reacting audibly, allowing more of a real-time experience.

When deployed in stadiums, small cameras will use AI to track ball position, possession, and actions, communicating to the device anywhere in the stands.

For the prototype, an app allowed tracking of the ball with a mouse/joystick and input of key moments live streamed directly to the devices. This is what makes 5G speed crucial.

Telstra partnered with Field of Vision, a tech start-up transforming sports for the visually impaired, Telstra Labs and AFL Blind to prototype the device. From learning how to represent the game physically, to finalising size, shape, before launching at Marvel Stadium put it to the test.

Longer-term outcomes

Telstra and FOV are now developing for broader roll out and are committed to the next iteration. The National Rugby League (Australia’s second biggest sport) is exploring a collaboration.

Immediate Outcomes

Earned Media:

○ 560+ pieces of media coverage; 67+ million reach; 100% positive sentiment

○ Sports innovation of the year nomination by Sports Innovation Society.

Reputation:

○ +3% increase in network perceptions against target demo (Lewers Monthly Brand Update)

○ +1.2% reputational uplift in innovation MoM (Reputation Tracker)

○ + 3.4% (‘has positive influence on society’) and +2.9% (‘supports good causes’) reputational uplift MoM in CSR drivers (Reputation Tracker)

Exposure highlights:

○ Emotive video*: 3.1M impressions

○ 360 amplification: 9.2M+ impressions

○ Leveraged AFL’s assets:

○ 72 AFL players shared content

○ Multi-page spread in Grand Final Programme (2.8M impressions)

*https://www.youtube.com/watch?v=KW3yQMZNi2E

AFL’s relevance:

AFL’s cultural significance is substantial: over 1/3 Australians support a club. In the first ten matches of 2023, a record-breaking 661,446 attended games at the MCG venue. In the state of Victoria, the Grand Final warrants a public holiday.

Complex to translate:

• Played in four, intense 20-minute quarters on oval fields.

• Varying points are scored by getting the ball between four posts.

Competing with the biggest news event of 2022:

Timing was sensitive: we had to announce to media before the Grand Final.

8th September 2022: news of the Queen’s death was announced, dominating media attention for days.

Cutting through to earn 500+ pieces of editorial was testament to how deeply the innovation resonated.

Social verbatim: low vision community:

“This is amazing…game changer. Will be great for my vision-impaired son.”

“This is awesome. I am legally blind…and it’s great to see this for the blind community.”