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One of the Web pages with most searches worldwide.

Real Madrid launched its new Web page (www.realmadrid.com), fully developed by Indra, with a more advanced and interactive technology. The new Web page has been conceived as a tool at the service of fans all over the world, a means of communication and a way of promoting and selling products.

The new Real Madrid Web aims at meeting the requirements and expectations of the 90,700 members (season ticket holders and non-season ticket holders), 2,000 supporters club members and 400,000 supporters currently active at the club, and those millions of people who are interested in the club, inside and outside Spain.

Within the corrective and evolutive maintenance agreement, awarded to Indra for a period of three years, the Web will evolve to simplify the way in which several operations are carried out without the need of going to the club's offices. Moreover, within the planned improvements, it will allow radio and television broadcastings through the Web, and will also improve seat assignment and ticket purchase processes and optimize the services rendered through the online store.

The new Web site not only reinforces Indra's positioning in the Entertainment arena, with clients such as the Royal Spanish Football Federation, Zarzuela Hippodrome or the Professional Football League, but it also allows the constantly changing eBusiness area to consolidate its renewed offering for multi-channel portals. All of this is achieved by implementing new business development resources oriented at articulating business strategies, end-user interface designs enhanced with a sales approach, and powerful portal management tools that quickly divide and schedule contents, marketing actions and relationship models with their clients.
 

Project objectives

Optimizing Real Madrid's online presence, both at member and fan communication and service level, and at a business level:

• Presenting content in a more attractive way.
• Easier and more intuitive navigation.
• Offering more innovative functionalities.
• Bringing the club closer to all its audiences, setting a more fluent contact and increasing the product and service offering to members and fans.
• Maximizing Real Madrid's revenues through the portal.
   

Main challenges

• Single wording and unified customer approach, with a more efficient update system of communication contents in multiple languages (Spanish, English, and Japanese).
• Ability to exploit products and services in a segmented and individualized way.
• A business indicator model that allows following up the success of the actions.