Company I used to work for is big in collegiate sports marketing so this story probably more interesting to me than many of you. But this tech will almost certainly show up in lots of places. A few excerpts from full post:

The system, developed by UK start-up Mobbra, will let organisers *send football replays, backstage interviews with pop stars, or area-specific food deals direct to fans’ phones*. It will also encourage the audience to become part of the show.

With Mobbra’s system, dubbed Massivity, organisers can *take control of fans’ phones to create spectacular effects*. For instance, the camera flashlight on each phone could be activated remotely, turning the crowd into a glittering star field. Or a team’s colours could sweep around the phone and tablet screens in the venue like a Mexican wave.

These kinds of applications are possible because Mobbra has found a way to deliver Wi-Fi to every user in a large crowd. A typical wireless access point can supply just 50 connections – so unless a venue can afford to run an access point for every 50 or so people, Wi-Fi is not guaranteed. Even then, simple radio interference can destroy any chance of stadium-wide access.

The phone side of the equation is choreographed by an app called Fangage, which tweaks the phone’s Wi-Fi settings. It will launch on the Apple and Android app stores later this month. *During a game, all phones could vibrate to tell the crowd of a betting opportunity, or a special food and drink offer*, says Walton. “You can have four streams of video, which could be replays or goals from other matches that are on at the same time. At gigs you’ll get behind-the-scenes news and backstage interviews with the stars.”