The media tend to focus on the discussion on the implementation of technologies in the front office of sports, on the actual playing field. Introducing Hawkeye electronic linesman and in-ear communication to the world of football or the bionic legs of South-African runner Pistorius are of course more mediagenic topics than the analytical software implementation. However I believe that the latter developments form a more potent force, a silent revolution, which deserves more of the limelight.

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many digital consumers come home from shopping and enthusiastically take videos of themselves unpacking their newest macbook air - and the likes - and post them youtube. There you see how the users experience a new product - for free! Companies can set up forums that encourage users to post videos of their experiences to share with their peers, while monitoring and assessing possibilities for development of the product, its packaging, manual, etc.