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Hong Kong Jockey Club wins Best Practice Awards 2012 in Usability and Simplicity

11/22/2012

Hong Kong Jockey Club wins Best Practice Awards 2012 in Usability and Simplicity
ibu brings horse-racing excitement to today’s tech-savvy customers 

The Hong Kong Jockey Club (the Club) announced today that its ibu (Interactive Best for You), the world’s largest multi-touch entertainment table interface, has won the Best Practice Awards 2012 in Usability and Simplicity.

Launched in April this year at the adrenaline bar and lounge in Happy Valley Racecourse, ibu is an important milestone of the Club’s ongoing efforts to bring the appeal and excitement of horse racing to a tech-savvy generation that appreciates social entertainment experiences. The Best Practice Awards 2012 in Usability and Simplicity are a testament to the ibu’s sophisticated innovation, which successfully delivers a top-notch experience meeting the ever changing needs of the market.

"Hong Kong has long been a global horse racing industry leader in terms of sporting achievements and racecourse facilities, so it is very exciting to be recognised at the Best Practice Awards 2012 for the usability and simplicity of the ibu,” said Scarlette Leung, the Club's Director of Corporate Business Planning and Programme Management. “We set out to develop an innovative multi-touch product that uses technology to create a more intuitive, interactive and sociable racing experience. Despite the many challenges we faced in developing the ibu, which is an unprecedented device in the horse racing industry, it has been a huge success.”

The ibu was conceived in 2009 after the Club conducted a series of customer surveys that revealed a growing demand for social, interactive entertainment in a stylish yet relaxed environment. To change the perception that horse racing could only be enjoyed by customers who are serious about the sport, the Club developed the idea of adding a digital interface that would enhance the entertainment aspect of racing. After two years of intense research, development and testing, the ibu was born — a world first in the horse racing industry.

Teamwork played an important role in the development of the ibu, with over 20 functional departments involved in this high-tech creation. The complexity of the project was immense. Multiple back-end and front-end systems had to be integrated to bring real-time data to the video displays and ibu’s pioneering multi-touch technology, while RFID capabilities were needed to allow cashless payment through stored-value card technology. The JTap smartcard then required thorough testing and refinement to ensure a flawless and secure user experience.

With the ibu the Club has developed the capability of a sophisticated IT enterprise platform that is reusable, robust, and secure, and can easily be leveraged to develop new digital channels that enhance the customer experience. The intuitive, visually appealing interface is perfect for the lifestyles of the tech-savvy generation, offering simpler and more accessible information that makes it easy to follow and understand, thereby allowing them to enjoy the ultimate mind game experience.

The Hong Kong Jockey Club

Founded in 1884, The Hong Kong Jockey Club is not only one of the world's leading horse racing organisations but also a world top 15 charitable organisation and Hong Kong’s largest community contributor, donating HK$1.7 billion in 2012. It is also a major taxpayer, Hong Kong's single largest by far, generating over HK$16 billion a year for public funds. The Club pioneers technology applications for sporting and betting entertainment, striving for the highest levels of customer service. As a membership club, it is recognised as one of Asia’s most prestigious, with more than 23,000 members. These multifaceted roles make it a well-respected and remarkable organisation, dedicated to its mission of enhancing the quality of life for all Hong Kong people.

About Best Practice Awards

Organized by Best Practice Management Group, the Best Practice Awards recognize companies that demonstrate best practices in a variety of business processes. In particular, this Best Practice Award acknowledges the excellent execution of a defined strategy that leads to innovation. The companies that are commended as Best Practice Award recipients are those with the foresight, commitment and social responsibility required to develop a world class organization that is likely to thrive in a fast changing business environment. The award methodology utilized to determine best practices is unique and extremely simple. Winners are those who have a proven methodology to capture the voice of the customers – be they internal or external.

The Hong Kong Jockey Club's Director of Corporate Business Planning and Programme Management, Scarlette Leung, receives the Best Practice Award 2012 in Usability and Simplicity on the Club's behalf.  The award was given to ibu (Interactive Best for You), the worlda£á?s largest multi-touch entertainment table interface developed by The Hong Kong Jockey Club.
The Hong Kong Jockey Club's Director of Corporate Business Planning and Programme Management, Scarlette Leung, receives the Best Practice Award 2012 in Usability and Simplicity on the Club's behalf. The award was given to ibu (Interactive Best for You), the worlda£á?s largest multi-touch entertainment table interface developed by The Hong Kong Jockey Club.

Teamwork plays an important role in the development of the ibu, with over 20 functional departments involved in this high-tech creation.
Teamwork plays an important role in the development of the ibu, with over 20 functional departments involved in this high-tech creation.

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