E-Business Paddy Power

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  • Topic: Bookmaker, Sports betting, Gambling
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  • Published : November 3, 2011
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Paddy Power, Web Division, Online Gambling Service.
Version 1.0
7th April 2010
Prepared by:
Christopher Cadwell (x08795240)

eCommerce Operation Evaluation
Operation or service overview

Paddy Power is the largest provider of fixed-odds sports betting in Ireland. Paddy Power's retail division operates a chain of licensed betting offices located throughout Ireland and in the UK. There online division operates one of Ireland's largest online businesses which consists of the online sportsbook, mobile sportsbook, casino, games, poker, bingo, and financial spread betting (its latest addition). Paddy Power was founded in 1988 by the merger of three existing Irish high street bookmakers who have an unconventional approach to betting and gaming believing them to be firmly rooted in the leisure and entertainment space. As such its mission is to make 'risk-based entertainment' more accessible and fun. It offers customers an unparalleled betting experience that is great value, great fun and has the best service. Through this strategy the company has developed a strong reputation as “The Punter Friendly Bookmaker” and has become renowned for its unique “Money Back Specials.” Thanks to this customer-centric approach, it is now generally accepted that a bet with Paddy Power has three possible outcomes - Win, Lose or Money Back.

Target market
Paddy Power’s target market is everyone over the legal age to gamble. They attract customers of all ages ranging from late teens to pensioners as it is part of human nature to take risks and have a gamble. Paddy Power attracts so many people with its wide variety of different areas on its website including a sportsbook, casino, games and bingo so there is something there for everybody.

Major clients
I don’t think Paddy Power have major clients as they target everyone from the average everyday punter to the high society people and if they did have major clients im sure their identity’s remain private.

Geographic or vertical clustering
Paddy Power has 212 shops in Ireland (including 3 shops at race courses) and 86 shops in the UK which are dispersed throughout either country.

Recent News and Press Releases
Bookmaker Paddy Power has announced it will create up to 250 new jobs at its headquarters in Tallaght in Dublin over the next three years. Paddy Power, which already employs 640 people in Dublin, is recruiting as part of its strategy of international expansion into the online sports betting market. The company is to recruit 50 people with skills in technology and risk management by the summer, with the remainder generated over three subsequent years. Tiger Woods has snubbed a $75m (€55m) sponsorship offer from bookmaker Paddy Power. The golfing legend bade farewell to several of his big-name sponsors but the disgraced world number one still won't be tempted by the offer, which could be worth an astonishing $75m over five years. With a down payment of $5m (€3.7m) for the use of Tiger's likeness annually, the proposal provides performance incentives including $1m (€736,000) for each Major he wins in the US and $2m (€1.5m) for victory at the British Open. "We're in negotiations with IMG to sponsor Tiger," Paddy Power told US magazine website 'Golfweek'. "It's still in the early stage of the negotiations, really, to be honest with you. But if it all comes off, it'll be the biggest sponsorship deal we've done by quite some way." However, Mark Steinberg, Woods' agent at IMG, indicated that Paddy Power’s proposal is not being given serious consideration. "We're not involved in any discussions to add to his sponsorship portfolio at this time," he said. Paddy Power lost €1.5m last August when it paid out on Tiger as he led after 54 holes of the US PGA Championship at Hazeltine only to be eclipsed by Korean YE Yang. Now Paddy Power is potentially taking a much bigger gamble on Woods, who has been out of golf since his November 27 car crash precipitated...
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