CBS-magazine issue Dec 2014-Jan 2015 (FR) by Communications Business Solutions

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Nr 43 December 2014 - January 2015

The new, solutions-based economy Consumer habits have changed considerably within a few years! Computers,

audiovisual media, videoconferencing, tablets and smartphones have created a new race of customers: « nomads », who go foraging and who are more elusive than ever.

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A Love Story that Needs Customisation! The worker is changing and the office as well!

Planners and participants - fighting the same battle, but distinctions must be made!

Business gifts and companies – it’s a true love

The world of work is becoming increasingly mobile and intelligent

The use of technology in conferences and meetings is

it has gone through all the stages: from passion

Manufacturers of office furniture point out the relation between well-

& Events » has conducted a study entitled « Great

office organization is becoming inevitable.

designed work spaces and long-term business success.

experiencing large growth. American Express « Meetings Expectations » that has revealed user expectations and

story!

And one that has lasted for over 50 years! That is, to lukewarmness, only to rise from the ashes and brighten up our days even more.

how they are seen by organizers.

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Lync is dead. Long live Skype for Business! Microsoft recently carried out a « reorganization » that should provide clarification: the well-known Skype

software, which provides VoIP services for consumers, which are claimed to have more than 300 million users, will soon be available in a professional version that will replace Microsoft Lync, which is highly prized by businesses.

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Really attractive hotel facilities in Madrid! Page 11

The reasons for wanting to communicate via a large screen

Two major generators of the information flood!

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The new, solutions-based economy Consumer habits have changed considerably within a few years! Computers, audiovisual media, videoconferencing, tablets

and smartphones have created a new race of customers: « nomads », who go foraging and who are more elusive than ever.

lusive? Yes, and at the same time they are a lot more demanding with regard to their needs and expectations. They use multiple channels to inform themselves before making a decision. They want to have an « à la carte » customer experience.

The digital revolution is changing production

It is a question of gathering the maximum amount of data concerning the customer, in various ways (looking at online purchases, sending of questionnaires, analysis of social networks), then managing it and, finally, offering a personalized itinerary. Today it is possible to access in real time all kinds of information on the needs of each consumer.

With information technologies, modes of communication and production are becoming a lot more diverse. This is creating new challenges that must be met by the business world. The digital revolution is changing production, quite simply! Today it is becoming possible to establish links (that were very costly in the past) between supply and demand sides that were unknown to each other. Multi-channel marketing wants to meet these demands. The customer must be contacted via the various existing channels and then offered a coherent, interactive and fluid itinerary, where his needs will be taken into consideration. The idea is to remain in contact with the buyer and adopt a communication that is related to his habits of consumption. In particular, coherence between the messages transmitted via the various channels is crucial.

Value creation is moving downstream More than ever, the customer must feel recognized. For this purpose he is sent a targeted offer that takes into account, in real time, his needs of the moment, regardless of the channel used. Businesses must also take into account a fundamental change that is also linked to the digital revolution. It is no longer a question of selling a product while taking no interest in the use that is made of it, but, conversely, it is a question of selling the use! What will attract consumers more and more will be a solution. For example, in the automotive field, what will be bought more and more will be « transportation » and not a « car », for this will depend on the moment, imperatives, and circumstances. In the IT field, solutions will be bought in order to perform a particular task and also to be assured of the « freedom from worries » that comes with a quality brand or service. Each time, the end will take precedence over the means, which will have to be adapted accordingly. Finally, we are witnessing a sort of dislocation of the economy. Value creation will no longer reside in production and sales exclusively, but will move downstream, to the provision of help to businesses in using products throughout their life cycle. We are therefore at the beginning of a new era …. In fact, it has already begun!

What if We Worked the ‘Californian Way’?

It is a new concept from California called « co-working ». t revolves around a « flexible office ». Obviously, we are talking about work sharing. It has a history…

It Makes the Traditional Office Look Old This is what’s been happening in San Francisco. Freelancers such as graphic designers, designers and IT specialists have decided to share the same work place, which is neither the actual office nor the home, in order to save money and reduce loneliness. This also implies the sharing of knowledge, synergy – everything perfectly geared towards telework. The latter is based on the

advent of new technologies, notebooks, the Internet and « cloud computing », which makes the traditional office as it is perceived in companies look old. The supply of shared spaces of this kind is still in its infancy, but it is becoming more structured and is also expanding in view of the rise of teleworking in big companies, which also makes us think about what the office of tomorrow should look like. That is because teleworking, this radical change in culture, entails a number of advantages in terms of operating costs, carbon footprint, quality of life, work organisation and well-being of workers as well as the easing of the strain on main roads. After all, many employees spend up to one hour commuting between home and work each day.

It Changes the Perception of the « Home Office » In short, teleworking appears to be positive for all those involved (workers and businesses). However, a lot of evangelisation of business leaders still needs to be done to convince them of the

benefits of teleworking as well as of those associated with co-working, which changes the way « working from home » has been perceived so far. These spaces for distance work, located in the heart of residential areas, which boast high-quality reception, high-speed Internet, colour printing and 24/7 access benefit, as mentioned before, from the synergy between the various workers (the sharing of knowledge), resulting in a substantial increase in productivity – reportedly more than twenty percent! The creation of such spaces coincides with the emergence of specialists in flexible housing, who see a new opportunity to offer novel, sustainable concepts with a matching atmosphere.

Picket lines do not shut down teleworking! The recent strikes have given a boost to teleworking. All that workers require is a high-speed Internet

connection to escape the picket lines and carry out their work activities far away from the furies of the street.

ore generally, however, the concept of teleworking continues on its merry way. Indeed, even in normal times it is the best way to reduce congestion on the roads and thus enable employees to save a great deal of time.

Beware of….overwork! In the past, managers were reluctant to loosen the reins on employees for fear of a decline in productivity. In reality, it is just the opposite that occurs, as the greatest risk (cf. Jason Fried and David Heinemeier Hansson, in the book « Remote: Office Not Required ») is…..overwork! It is therefore advisable to ensure, instead, that remote employees take enough time for themselves! Current trends in the US indicate that teleworking will grow 21% by 2016. With the help of technology, we are far removed from the situation in the early stages when the remote worker received his instructions and work by email and returned the completed work via the same medium at the end of the day. Today, videoconferencing, instant messaging and audio conferencing are com-

ditional incentives. In the case of « mixed » meetings, it is strongly advisable to introduce remote employees to those who are actually present, and to give them time to ask questions and join in the discussion. Direct access, that is, a « virtual open door » enabling the teleworker to interact Steelcase with his colleagues or superiors, must also be provided on a pering to the rescue and radically transform- manent basis. ing the situation. Let’s not forget that we In any event, teleworking must not be are living in a world where kiosks, for ex- seen by the remote worker as « retireample, enable virtual face-to-face meet- ment from the company » and the soings (some US banks now offer this ser- cial interaction that takes place there. It vice). In the same way, allowing remote is therefore essential that real relationworkers to participate in meetings via ships take over from time to time. The videoconferencing is within the capabil- employee needs to share his thoughts ities of every PC and every Mac. and feelings with others, joke with them and tell them about his vacation, or simply explain at great length the minor ailProviding a « virtual open door » ments of his baby. That is the reason This technological advancement pro- why many companies allot one or severvides the opportunity to mitigate the al days a week to teleworking while emsense of isolation and disconnection ployees are required to work in the office that can be felt by teleworkers. Getting the rest of the time. This is all the easthem to take part in meetings, convers- ier as modern offices allow workplaces ing with them, soliciting their input and to be organized « à la carte » and on a allowing them to take decisions are ad- modular basis.

Keizershoevestraat, 26 2610 Wilrijk - Belgium Tel: +32 478 948951 Fax: +32 3 2397516 Email: jp.thys@cbsmedia.biz Website: www.cbsmedia.biz Publication Manager Jean-Pierre Thys Editor Jean-Claude Lesuisse Translation Babel Ophoff Vertalingen Printing Lowyck Publisher Jean-Pierre Thys Keizershoevestraat, 26 2610 Wilrijk - Belgium Communications Business Solutions is published 5 times a year. Online registration forms on our website will be considered for a regular free copy. Subscription Print: 55 € (Belgium) – 60 € (Europe), 85 € (other continents). All reproduction rights reserved for all countries. Reproductionof the texts (even partial) is prohibited without permission of the publisher. Member ICCA (International Congress and Convention Association) Communications Business Solutions is available in print in french and dutch and online in english, french and dutch.

And if one were to engage in « brainstorming »? It is clear to everyone that, in every industrial sector, creativity is the competitive strength of businesses.

It is the driving force behind the finding of new ideas and the resolution of problems.

o discover new concepts or develop innovative applications is to open the door to the future. Integrating creativity into a company at every level ensures that it enjoys a strong advantage.

No more destructive criticism! An excellent and world-famous example is provided by the Apple company. In the consumer electronics industry it is the gold standard. We can see what creativity has done for it. But managing creativity is not easy, since, by definition, we do not know where it may lead us, otherwise it would serve no purpose and it would be sufficient to simply set things in motion. In view of what is at stake, it is obvious that creativity has caused much ink to flow and that it is still the object of a great deal of research. In the business world one sometimes engages in the practice of brainstorming (whose initiator was Alex Osborn), a technique that is not new but that should be properly understood. Osborn had remarked that most of the energy invested in meetings was spent in destructive criticism of ideas suggested by others. Brainstorming was born from a simple ban on criticism being expressed during the first stage of idea-searching.

The technique therefore consists in coming together, looking at a situation or problem and requiring everyone to express as many original ideas as possible in the shortest possible time. Regardless of feasibility or any « underlying madness », the ideas must not be evaluated.

Practicing « divergent thinking » and discovering solutions Specialists stress the importance of preventing any form of censorship (or auto-censorship). It is important to foster « divergent thinking ». During this stage, participants can, of course, expand on what has just been said and associate new ideas with the ideas that have been expressed, as well as engage in the association of ideas. This is generally a delicate stage, as participants often feel ill at ease whenever they are not able to show that they possess good critical-thinking skills. They feel, especially if they are employees of the company, under close scrutiny by the managers, and this acts as an effective brake. Hence the importance of a facilitator

specially trained in the technique. It is only in a second step (or during a later meeting) that the ideas expressed are actually exposed to the harsh light of criticism…..and that an attempt is made to convert them into suitable solutions. This is the moment when « convergent thinking » comes into play. Obviously, it is an important step and enables, on the basis of an idea, the generation of other ideas that are likely to offer better options. It also enables ideas to be transformed and improved by developing solutions, depending on the situation or the customer’s problem.

Ergonomics… You Know, That Excuse for Making Demands… Let’s talk a bit about ergonomics in the workplace, you know, that excuse employees use to demand

more expensive chairs…

f you have reached this stage, you should know, first and foremost, that you are not the only one… Second, that ergonomics is something entirely different!

in other words that share more or less the same needs that have to be taken into account. Thus, different spaces will be designed for specific tasks to be carried out.

Creating a Physical Atmosphere that Meets High Standards

Creating… or Designing…

One could also speak, but that’s a more advanced stage, of « rules to be observed in terms of height of chairs, positioning of furniture and level of organisation of storage spaces ». But that would still not cover it! In fact, you will smile, for ergonomics allows for an increase in overall performance as it improves people’s well-being…It is not merely about trying to avoid risks of accidents or limiting muscular or skeletal problems. The basic idea is that there is a connection between body and mind; the minute we feel discomfort somewhere between our heads and our toes, our whole balance is affected. Additionally, ergonomics should be taken into account from the stage of designing the rooms, tasks and equipment to be used. From the outset, it will be a question of creating a physical atmosphere that meets high standards in terms of lighting, acoustics and ventilation/heating. One will also have to identify groups of workers that « are alike »,

This way, one could segment the area into several spaces, referring to them as meeting spaces (for two or more people), spaces for concentration, spaces for making phone calls etc. Thus, the staff will be « in motion » depending on the activity. This is not inconsistent with modular designing, which can add its own flexibility to the project. One could therefore imagine a meeting area (which requires movement to go there) that can be turned into a large conference room or small spaces for private conversations. In order to be able to create, from scratch, a whole that meets the various requirements of ergonomics, one will have to call in specialists-ergonomists who will intervene from the stage of

the very design of the spaces. If, however, one inherits an office already designed and, for a variety of reasons, one is unable (or unwilling) to invest the amount of money – often a nice little sum – that implies demolition and complete redesigning, one will resort to the full array of office furniture. Which brings us back to the principles of the beginning: It will be a question of choosing desks, chairs and storage spaces that are suited to the work of the various staff who will use them.

Would We Burn What We Have Loved? Office trends are a source of amazement, it seems, while at the same time we burn what we have loved

and we adore what we have burnt!

ust think of the ‘open spaces’ – those ‘office landscapes’ that continue to be all the rage, but which are extremely noisy; and, on the other hand, look at those completely partitioned offices that are springing up today. Isn’t there a ‘proper balance’ we can strike? Or, more specifically, shouldn’t we adapt to the new circumstances we are faced with?

Increasingly Paper-Free Actually, offices have long been standardised, but the needs have evolved. According to a study carried out by the Centre for People and Building, lack of privacy is a very important factor in dissatisfaction, as is the acoustic environment and comfort. It seems essential to place people at the centre of considerations again, and to rethink the work station to ensure that it works properly in the interest of collaboration and sharing. Today, offices are becoming increasingly paper-free and documents must be accessible from anywhere, at any time. Against this backdrop, virtual meetings are taking off. We can attend a conference – and even take part in it – from the comfort of our home. The magic wand is called ‘digitization’. The paperless office has arrived. What’s more, computer automation will allow us to de-

vote ourselves exclusively to tasks with a high added value. It is for this reason, among others, that big companies centred round photocopies, such as Xerox, are presenting themselves as ‘data specialists’.

Increasingly Nomadic As they become increasingly nomadic, employees will rely on ‘coworking‘ or physical office sharing. These shared offices (which we will discuss in another article) will save a significant amount of time and will improve the quality of life, while setting in motion mechanisms of ‘synergy’ between workers. When they get back to the ‘head office’ and sit down at their desks in the traditional sense of the word, employees make extensive use of their own equipment, in keeping with the BYOD concept. And it must be concluded that the furniture that is currently

Steelcase present is not at all suitable for the use of smartphones and tablet PCs. This way, employees in their thirties have taken to zapping and putting their feet on the table, while demanding new types of chairs that adopt their posture. When employees come home from work, they perform multiple tasks at home too, a crucial one being the collecting of information at source. So there is a need for modular furniture capable of adapting to the objectives pursued.

The worker is changing and the office as well! The world of work is becoming increasingly mobile and intelligent office organization

is becoming inevitable.

anufacturers of office furniture point out the relation between well-designed work spaces and long-term business success. There is a pressing need for modern furniture and design concepts tailored to the changes the world of work is currently undergoing.

Flexible, mobile and adapted to virtual working! Orgatec, which was held from the 21st to 25th of October in Cologne, was a happy meeting point for office furniture professionals (architects, designers) and professional visitors ranging from deciders through to buyers and business managers. Workplaces must be transformable according to the most diverse scenarios and the tasks in hand. The world of work demands individual solutions and the modern office will be flexible, mobile and adapted to virtual working. It must enable communication but also temporary

withdrawal in order to concentrate and to regain one’s stamina. The current findings are beyond dispute: according to a recent study, only 49% of employees believe that their workplace is suited to communication and collaboration with colleagues.

A wide variety of configurations Let’s talk a little about the strong and growing trend: technology will continue to impose its activities and mode of use. This means that, in the offices created today, account must be taken of the emergence of these new tools (e.g. smartphones and tablets) and the way they are used. A flexible and creative environ-

Steelcase ment is needed where work postures are reconsidered. Modular assemblies will be used that can be combined in a wide variety of configurations ranging from isolated personal work through to one-toone discussions and even small meetings. We are about to witness a flood of varied and variable work zones. Another, parallel trend: well-being at work. Spaces will be created in which natural elements will predominate. Natural wool, natural wood, green colors and texVitra tures, and plants – all will contribute to the emergence of « warm » and comfortable spaces. Aesthetics will be a major consideration but the main goal is to bring about a state of relaxation. We have just touched on the subject, and now for the specifics: design will play an important

role, but it will take hundreds of different forms, depending on tastes and colors. A single constraint: the use of high-quality materials, which will enhance the appearance of the workplace.

Intelligence and……fitness while working! Intelligence…….It’s strange to speak of intelligence in the context of offices but it must underpin the new creations and the way they will be used. Intelligence in relation to workplaces means that they are adapted to the tools used and goals pursued by the workers. Today businesses are turning away from the traditional « open spaces » and investing in privacy! Collaborative spaces? Yes, certainly, but workers must also be able to shut themselves away in an environment allowing private conversations far away from the bustle. Profound reflection or a phone conversation about a sensitive issue requires…..tranquility. One must be able to withdraw into one’s tent! To work is also to be able to keep one’s workplace tidy! Long live storage space! Offices must be clean and clear of obstructions but at the same time one must be able to get one’s hands on the various documents one is seeking. Information technology does not resolve everything. By the way, the information technology…… the big machines are hidden from view and no-one sees them any more… or else they are perfectly integrated in the office fittings! Last but not least, a word on the « fitness » trend (that’s the name we’ll give it) of certain work areas. Since movement and exercise must take precedence over a sedentary lifestyle, a few tricks have been devised: belts that one walks (runs) on while typing one’s emails, and pedaling while reading one’s email etc., etc. All that is needed to stay in Prooff great shape!

Mastering the Meeting A few years ago, the profitability and productivity of a leading technological company fell.

ness.

he company surveyed some 30,000 employees worldwide to find out how they could improve organisational effective-

One in two meetings a waste of time! The employees responded that one in two meetings (46%) were a waste of time. The reasons? Lack of clarity of the meeting’s purpose, acute ‘Meetingitis’, too long meetings and unnecessary participants. In fact, too many people meet without really knowing why, simply because the meeting is « usual » and is part of the schedule. It is more than likely that you have been in that kind of situation. The effect on the company is quite devastating, particularly in cases where one merely has to be present to « accompany » the meetings of senior executives. Their preparations are time-consuming and spread like wildfire across the company, devouring the time available for the real work. But meetings need not ‘behave’ in this manner; one can ‘steer’ them, manage them as one does any other type of work. Here are three things you can do… First and foremost, have a purpose for the meeting. If you don’t know why you are going

to a meeting, don’t go! Useful meetings aim to achieve at least one of these three goals: to inform, to discuss or to decide. As soon as an idea for holding a meeting comes to mind, you should ask yourself if there is any other method that could be used. Then, after establishing that a meeting is really the best solution, you should be clear about the goal and the desired outcome.

The ‘rule of seven’ Manage the participants. In many companies,

it is not acceptable to not invite a large number of people to a meeting. However, you should bear in mind that each additional participant adds to the cost for the company. Americans

speak of a « rule of seven » to be adhered to: Each participant above this number diminishes by 10% the likelihood of making good and fast decisions. Based on this, imagine the likelihood of achieving this if you gather 16 or 17 people around a table! Also try gathering decision-makers and not observers or delegates, or else you will need to hold another decision meeting. Finally, you should limit the length of the meeting itself. The ideal length is 30 minutes, but you can dither and double that, making it one hour. What would you think of a rule that would require a meeting lasting longer than 90 minutes to be subject to prior approval by a manager situated two levels higher than that of the person organising the meeting in question? Let’s conclude with a little true story. An American Deputy Secretary of Defence once held a meeting. There were 60 people in the room. He asked each of them to say who they were and why they were attending. After the first two had introduced themselves, the deputy secretary suggested they leave because « we will not need you here ». Others suffered the same fate. By the time he got to person no. 10, many got up and left the office, understanding that they had no reason to attend the meeting. In the end, the working group was made up of 12 people… food for thought.

Effective Communication at Meetings Sometimes one has to go back to basics: Effective company communication, including at meetings, has many advantages. Among them are coming together to reinforce strategies, exchange ideas, celebrate

successes and dissect missteps.

successful meeting reinforces the stability of a company and causes it to grow. But, as we know too well, unsuccessful meetings constitute a loss of valuable time for the company. We should try to understand the key elements in order to benefit from them.

Choose and facilitate Choosing the participants carefully is essential. Often people are invited to take part in meetings while they have no business there, their presence is not « useful ». One should also allow the participants enough time to prepare for the meeting. Therefore, one should draw up a clear agenda so participants know what to expect. Facilitation is also important. Choosing someone who will devote themselves to this can yield excellent results. So can assigning an employee the task of taking notes and making sure the items on the agenda are discussed. When images need to be projected (which is increasingly the case), one has to make sure that

everyone can clearly see the screen without the need to twist their bodies, and that the fonts are legible and have the right size. Beware of the natural propensity to « cram » too much information into the image: one word, one phrase, not more, and enough space for the image!

Precautions to be taken for virtual meetings When it comes to holding virtual or mixed

meetings, even more precautions need to be taken. The distant participants tend to get distracted by their own environment! All the more reason to adhere strictly to the thread of the meeting, to demand that mobile phones and other smartphones -if one is not careful, they will always disturb an event of this kind -- be left at the door, to impose order for the speeches, in terms of speaking time, to ensure that it does not turn into a cacophony. Distant speakers are also advised, for the duration of the meeting, to be in a visually calm environment, away from noise disturbance. Where appropriate, it might also be a good idea to have them wear headsets, which have been proven effective. In any event, during these meetings, one should forget about the technology, which implies it must be perfectly mastered in advance. If there is a hiccup, the whole building will collapse as everyone will focus on something other than the actual goal of the Digitech meeting.

In fact, it is common sense - but nevertheless it is surprising During business events and trade fairs and exhibitions, in the world full of « apps » in which we live today, one might imagine that young professionals (making up the famous « Y generation ») would snap up applications

enabling them to get the program and information.

n reality, according to a report produced by the U.S.-based CEIR (Center for Exhibition Industry Research) and the SISO (Society of Independent Show Organizers), they prefer to have traditional « printed » (that is, paper) documents.

Very low added value This flies in the face of the popular belief that

Furthermore, 35% stated that they did not like downloading an application for a schedule! A possible explanation? One can imagine that downloading a dedicated « app » for displaying the program would be simply regarded as a waste of storage space on the smartphone, for a very low added value in return. Young professionals are not, however, eschewing their smartphones: 42% indicated that they use their smartphone to take photos of products and events that are taking place, for the purpose of viewing them later or sharing them with others.

to recommend a product or service. Returning to the technology with which they are familiar, they also require a WiFi connection in order to access their emails (among other things). It is, by the way, through this channel that they can be contacted most easily before and after the event. It should be noted that they regard the social networks as a source of supplementary but not essential information.

They want an « immersive experience »!

holds that young people want all information to be supplied in digital form. And the statistics are undeniable: although 26% in fact prefer to consult a version of the program via a « mobile app », 40% say they prefer the printed version.

When one analyzes the study further, one discovers what really attracts the young participants. It is interactive training sessions that enable them to gain hands-on experience of the products (they seek « immersive experiences ») and to interact with the exhibitors – as 86% of the young professionals want to learn, develop their skills and discover solutions to their problems. It should be noted, as it is not insignificant, that 87% of the respondents are involved in decision-making processes within their company. Their main role in this regard is

Another characteristic of these young people: they want to balance their work life with their life away from work and are more likely to attend events that take place during the week than over the weekend.

Is this Lost Order Absurd? Has the company lost an order despite an attractive offer? That’s a real pain! But it

does deserve a little analysis!

or… what if the culprit is to be found in the product presentation? Everything was said and said well, but wasn’t there a little something missing that tipped the balance towards another company?

Putting together the presentation on the fly Again, has one really prepared the meeting in question? In other words, has one developed a strategy and presented arguments geared directly to what the customers want? One has to offer them a solution to their problems and not present them with a list of ‘product benefits’ without knowing which one they are more interested in. It is hard to know the most obvious of their concerns? Even so, one can always investigate and ask them and then, depending on what they say, put together the presentation on the fly. Also, one must not forget one golden rule: Once

the customers (or prospects) begin to think about something other than the commercial presentation being made, it’s compromised, even lost! The signs are obvious -- just pay attention to the body language: Participants look elsewhere, play around with their smartphones, look at their watches or move papers around that are unrelated to the presentation. Alarm bells going off! The solution? Cut short your talk and give the partic-

ipants the floor, for example by going into question & answer mode.

Getting the debate going again, for nothing is cast in stone One should also respond to comments made by the participants. Even if this means going beyond the framework set: Nothing is cast in stone, it’s all about people and feelings. Listening, displaying flexibility and responding to objections, if any, are a must. The result can be a lively and real discussion, which will facilitate sales. Often also, the question arises as to who is the real decision maker at the table. It seems only natural to be concerned about this, for they are small in number. Moreover, today’s companies have a substantial turnover, people change job functions, someone unknown today could be making decisions tomorrow etc. The solution here is very simple: Everyone attending should be treated equally. In so doing, one also keeps an eye on the future, for all those “well-treated” people will remember Steelcase it if one day they have the power to decide.

Meetings ? Doing More with Less ! According to the « American Express Meetings & Events 2015 Global Meetings Forecast », the European meetings market will have to concentrate on a simple slogan: « doing more with less ».

oreover, budgets have already been trimmed accordingly. Projections for meeting activities reflect the poor economic situation of every country in 2014.

Content rather than packaging The talk is of stagnation or a small European decrease, which is an improvement compared to the decline of 2014. Generally speaking, the number of those attending meetings is likely to decrease in 2015. A large percentage of European meetings (87.4 %) will take place in cities, with the south of Europe becoming more attractive in view of the lower prices charged there. The ten most popular cities for meetings are, in descending order, London, Paris, Barcelona, Amsterdam, Berlin, Nice, Brussels, Rome, Frankfurt and Munich. In any event, destinations are generally preferred that are less distant than in the past and there is a greater focus on content rather than packaging. In Belgium and especially in the Netherlands, a 1.4% increase in investment and a 4.7 % growth in the number of events are expected. However, like almost everywhere in Europe, the number of attendees will decline by 2.4 %.

Technology in the place of honor For meetings lasting longer than a day, the

« all-in-one » solution is very popular among the organizers, who see it as offering numerous advantages, including, among others, the proximity of the conference rooms to the attendees’ accommodation. With regard to the choice of hotels, the « one star lower » trend is continuing: there is a move from 5-star to 4-star establishments. Technology is playing an increasingly important role in meetings in Europe. The sector is experimenting with a wide range of new resources. Planners are offering attendees connection facilities, in particular to social media and via smartphones and tablets. We are seeing the birth of « apps » specially designed for meetings. However, virtual meetings are by no means regarded as an adequate substitute for real meetings. They are simply another way of getting together. Even so, interest in « mixed meetings », combining real attendees and virtual retransmission, is increasing, given that

this is a procedure that enables an event’s impact to be markedly enhanced. The technology here is all the more important as it is possible today to involve distant participants (reactions, questions/answers) and even to display their images on large screens in order to « bring them to life » before the physical audience.

Far-reaching changes in the conference world In the conference world as well, the times are changing. Witness the « Office Prague Convention » that was recently held in the DesignHotel in Prague and that attracted more than 110 conference professionals.

atthias Schultze, managing director of the « German Office Convention », presented a (« meetings and conferences ») study that defines some megatrends.

The focus is on content and quality The most important of these trends corresponds to technological advances, which are viewed as the key factor in the development of conference tourism and in event planning. « New forms of information and of knowledge transfer will

Matthias Schultze

strongly influence all the phases of event planning ». Increasingly, virtual elements will play a role in events and the number of virtual events will continue to grow. The aging of the population and the growth in the number of active women will significantly change the behavior of conference attendees. Specifically in the medical domain we can expect meetings to become shorter in view of major changes in the way pharmaceutical companies can sponsor scientific and educational events for doctors, according to Jakub Dvoracek, CEO of the Association of Innovative Pharmaceutical Industries (AIPI). At the same time, « recreational » or « incentive » activities are being discontinued in order to achieve sizeable savings. And then the destination itself no longer plays a significant role. Today the focus is on the quality of the content and on the importance of the event for achieving

the goals pursued.

No false shortcut The business world is confronted mutatis mutandis with the same situation as regards its own conferences and seminars. But no false shortcut: this does not mean a wholesale move to virtual conferencing and the death of the event. What is happening is more subtle. Conferences and seminars attended by participants in person must include aspects where actual presence is an « indisputable bonus ». In this regard, networking plays a prominent role, just like the choice of discussion topics and the choice of speakers. Networking enables the information collected to be refined, relativized and integrated in every-day preoccupations, as one can interact with colleagues and exchange views this way. Now and then a problem that has arisen is automatically settled by simply discussing it with a peer who has encountered the same situation and resolved it. In any case, today an important conference must be presented as a « hybrid event », retransmitted via the Internet and allowing distant viewers to join in the discussion.

Planners and participants - fighting the same battle, but distinctions must be made! The use of technology in conferences and meetings is experiencing large growth. American Express « Meetings & Events » has conducted a study entitled « Great Expectations » that has revealed user expectations and how

they are seen by organizers.

echnology is changing the landscape of the conference industry and improving the return on investment from conferences. The study sought to identify the similarities and differences between the expectations of users and those of organizers in three important areas: virtual and hybrid conferences, social media, and apps for events.

time and from any location via virtual technologies and the integration of apps in conference programs ». « These technologies offer great potential for increasing the involvement of participants and receiving their feed-back ».

make frequent use of them to program meetings between themselves and with exhibitors.

Social media in question

« Our research has revealed that there can be a difference in expectations between the technologies that planners believe should be integrated in a conference and what participants expect. In contrast, both groups believe that, even if the technology is the best available, nothing can replace real meetings ». « Apps » are considered to be essential

Where differences are expressed, they concern the role of social media. Planners regard them as more important than participants believe them to be. For example, only 39% of participants attach importance to comments made about a conference while 50% of planners view them as important. Competitions and social media games are not greatly appreciated by both groups. As for virtual conferences….. Both groups attach a great deal of importance

for planning. They are also very popular during the event, as they enable information to be disseminated to the participants in real time. These latter also

to them, but they share the belief that nothing can replace authentic participation, as it offers more opportunities for social interaction.

Nothing can replace real conferences

Issa Jouaneh

Increasing involvement Issa Jouaneh, Managing Director of American Express Meetings & Events, says: « Over the past ten years, smartphones and wireless connections have revolutionized the conference and event experiences for both planners and participants by enabling participation at any

Working to improve the virtual experience In this virtual domain, both groups consider that further work is needed to improve the overall experience, as participation seems difficult to them when they are present only virtually at a conference. For example, 68% of planners believe that participants can be distracted too easily when they are present virtually. But one should not throw the baby out with the bath water: participants expressed the wish to take part more frequently in conferences: 63% of them stated that they would take part in further conferences and events if the virtual option were available. But planners do not seem to be aware of the existence of this wish (48% suppose that if the option existed, there would not be a higher level of participation).

Really attractive hotel facilities in Madrid! Do you want to hold a conference or cocktail, take a business trip to Madrid, or quite simply go on a personal getaway to Spain? If so, the NH Eurobuilding hotel really is the best bet, given the many facilities that it offers!

t is found at the heart of Madrid’s financial district, near the Paseo de la Castellana, one of the city’s main arteries.

The stars of technology in designated rooms... Easy to access from the airport, the hotel is near many restaurants and shops. It has 33 function rooms available for congresses and meetings. These rooms are spread over two floor, they are all equipped with the most advanced audiovisual equipment, and are capable of accommodating up to 1,000 people. This is particularly interesting for a company or association, which, through it, finds an “all in one” solution! The hotel has a team that is specially trained in audiovisual matters, capable of providing all the desired equipment and necessary technical assistance, both before and during the event. Note that the hotel provides tele-presence, which gives the impression that remote speakers are actually in front of you – indeed, as if they were physically present. High quality video-conferences are standard (including 3D holographic tele-presence) and the establishment uses Skype for Business (formerly Lync). In the lobby we also find a large LED screen of 300 sqm, which offers “spatial sound”.

...and those in the room and on the plate! In terms of accommodation, you can also opt for connecting rooms. The “executive” floor is found at the very top and provides exclusive services (VIP breakfast, mini-bar fridges). There are no less than 15 floors and 412 bedrooms that offer stunning views of the city. Bedrooms are spacious and modern, and have wooden floors. Free Wi-Fi internet access is available in all rooms with two speeds: free Wi-Fi and broadband Wi-Fi. A LAN connection is also available, and a charger for smartphones and tablets is also provided, which avoids the tedious search for free plugs. Everything can be made to measure for conferences and meetings, depending on company requirements, with the hotel offering a wide range of tailored menus. You’re also guaranteed really good food! This is particularly so because the hotel is home to the only restaurant in Madrid that has three stars in the Michelin guide. Here again it’s the content (although that of the plate this time) that counts! Finally, the hotel is also focused on health and well-being. It offers a spa (heated swimming pool, cold water swimming pool, sauna, beauty care) and a fitness centre that has state-of-theart machines, a room for private classes and coaching, along with a solarium and outdoor activities.

NH-Hotel Eurobuilding E-mail: el.deandres@nh-hotels.com Website: www.nh-hotels.com

Meeting, conference, corporate event or congress? How can you make them a success?

These events require a precise definition of their objectives and communication needs.

verything flows from the answer you will give to the basic question: « why do I have to hold an event? ».

Being able to overturn habits If you are unable to determine the reasons for organizing the operation, you may as well forget the idea, as this is the most crucial success factor. Budgets are becoming tighter and the require-

ments are clearly laid out. The fiestas and blingbling are over. The event must have a meaning, regardless of the budget allocated to it. An additional reason to give the matter some thought before acting! In any case, you should never organize an event on the pretext that you have always done

it! You must be able to overturn habits and in addition it is preferable to hold fewer events…… while at the same time making them better! However, you don’t always need to resort to spectacular things – but you must be able to adapt the resources to the goals you want to achieve. Of course, one doesn’t present a lowcost brand in a palace. It’s a simple matter of logical thinking.

even if the goals aimed at seem to be dull at first glance. And rest assured – there are no small or large events. It’s just a matter of always being creative, thinking outside the box and being innovative.

There are no small events! In reality, a good event can be a local event, with funding provided under a smaller budget, but which requires a much more precisely defined target. One does not hold a good event by resorting to mass market methods! And, once again, when you know what you want to communicate, you potentially have the keys to success! Depending on the case, Icehotel your company’s internal specialist department, the event manager of the hotel you choose, or your event management agency will be properly briefed and will therefore function with full knowledge of your needs! For, quite clearly, it is preferable to rely on specialist personnel for the organization of such an event, which is strongly adverse to improvisation. These professionals will also allow your event to become a playful moment,

Icehotel

The Unusual Appeals, but Keeps its Head Cool! There is nothing like investing in the unusual to appeal to people’s emotions! But be careful, for abuse is always lurking just around the corner; and if you exaggerate, the message will take second place.

riginal locations for hosting seminars and other events are popular. The unusual brings together and unites crew members, who spontaneously stand together to tackle it – and go the extra mile.

Breaking the Routine There is no comparison: On the one hand a « regular » meeting between four walls at the company’s wellknown premises and another one in… an atypical, outright non-standard place. Which do you think will stick in people’s minds? « Demand for original locations has increased from 30 to 80% in recent years », says Axel Freymond, director of Gold for Events. There are several reasons for this. The first one is that businesses try to hold « fewer but better » meetings. One has to break the routine, have a change of scenery, escape the everyday, to achieve a « positive break ». Companies resorting to this emerge with a young image in tune with the times. In reality, a truly original location is nothing else than a place that is not

designed to be an event location.

Evoking the Unusual without Big Budgets There is still a paradox in the form of constraints: One has to escape the ordinary, while, at the same time, avoiding sumptuous locations in the light of the economic crisis and morality. However, it all comes down to valuing the employees. It is a shift all right, but one without the show aspects. The location should carry not only the event, but also the message – it has to be a coherent whole. A truly atypical seminar carries within itself the seeds of a lasting memory in the minds of the participants. They will more easily remember the brand, the message, the product, even the speeches given. As already mentioned, it is not about investing in the unusual at any cost; you need to be sensible… from a financial viewpoint! Luckily, evoking the unusual does not necessarily go in hand with big budgets. Finally, one has to make sure that the event does not eclipse the message. In other words, one should not create such a « wow » effect that it overshadows everything else due to the glare effect.

Axel Freymond

A Love Story that Needs Customisation!

Business gifts and companies – it’s a true love story!

nd one that has lasted for over 50 years! That is, it has gone through all the stages: from passion to lukewarmness, only to rise from the ashes and brighten up our days even more.

Customisation and Quality However, it is important to be creative: Finding the perfect business gift is no easy task! First, it has to last. Second, it has to stand out in the world of gadgets that are fun for only a few minutes. Also, it has to remain a « useful object »… In fact, one might even argue that there is no such thing as a business gift anymore; that business gifts have become objects of communication, so much so that they symbolise the brand that offers them. It is about nothing less than communication in itself and conveying one’s values. In other words: customisation and quality. Gosh, the equation is hard to solve in these times of crisis. Also remember this rule of thumb: The more useful the gift is, the more likely it is that people will keep it. Compromising on quality is not an option. Thus, we are light years away from the pens and pins of bygone days!

The most suitable, not necessarily the most expensive! But high-tech is not outdone and is an ex-

cellent investment. Of course, USB memory sticks are all the rage and the phenomenon is still growing. Typically, USB memory sticks come in any desired shape (ranging from a bottle to a truck or a key ring); their capacity increases every year, and one can print a publicity logo on them. Their use will be measured against their capacity: a 2 GB USB memory stick will not be appreciated as much as a 16 GB flash drive. Of course, accessories for smartphones and tablets are greatly valued. It is essential that they be customised. Offering Galaxy shell cases to an iPhone owner, for example, is not an option. Extra batteries (emergency power banks) are an interesting niche as smartphone batteries discharge more quickly as people use smartphones more intensely (and the number of situations in which they are used increases). Also worth mentioning are solar chargers, which are off to a great start. Obviously, headsets, speakers and amplifiers are popular too. That’s because they can be used with a smartphone. They make for the perfect music extension. In the end, the most appreciated publicity object will be the one that is most suitable, and not necessarily the one that is most expensive. Here too, the trick is to define the target group, or, more specifically, target groups. Customisation will guarantee success.

A classy gift? Aim for the item that is used the most! Smartphones are the communication item that is used the most and many covers are available for them. But, of course, smartphone covers are not all the same! Here they are handcrafted genuine leather covers that also provide protection against electromagnetic waves (94.8% reduction!). These beautiful protective items, available in seven co-

lors, make a choice gift that will be appreciated by your deserving managers and your important customers. These OndeSafe covers are available for iPhones 4, 5 and 5C (soon 6) as well as Galaxy S4 and S5 cell phones. They can be personalized by printing your corporate logo on them. Onde Safe E-mail: jp.callonnec@orange.fr Website: www.ondesafe.com

Now it’s possible to see videos immediately on the links below See below effective video presentations an how can they help your business. With these nice videos you will homely convinced that the product, the solution, the fair, the application or service will be able to help you as well. 1. Take your own laptop into the meeting room and immediately to connect to a professional audio-visual system from Ashton Bentley Room System http://www.youtube.com/watch?v=pUsikMXqch0 2. Top 7 mistakes with Digital Signage from Visix http://www.youtube.com/embed/5sYUYos9nBI 3. 8 Content ideas for Digital Signage from Visix http://www.youtube.com/embed/5mKnxVX2_Lk 4. Registration for ISE 2015 is now officially open! Don’t delay, register today and join us in Amsterdam https://www.youtube.com/watch?v=uGtsR0qITa4 These videos are also available on our website: www.cbsmedia.biz Next videos will be available in our coming issue February March 2015

Re-imagine your market, re-invest your business At Integrated Systems Europe

(10-12 February 2015)

s in the past eight years, ISE 2015 will be held at the Superb Amsterdam RAI, occupying every hall of this world-leading meeting and convention ve-

nue. The show will attract professionals from every link in the systems integration value-chain, including manufacturers, distributors, dealers, contractors and consultants. ISE also draws ever-growing numbers of END CUSTOMERS, from fields as diverse as education, sports, corporate market, hospitality and live events. In its 11th year, ISE 2014 saw a record breaking 952 exhibitors and 51.003 attendees pass through the doors of Amsterdam RAI, stated ISE Managing Director Mike Blackman at the press event on Monday 1 December 2014. This further cements ISE position as the world’s fastet-growing and best-attended show in the professional AV and electronic systems space, setting the benchmark for other AV industry tradeshows.

Lars Thomson

ISE 2015 will again occupy all 12 halls of the Amsterdam RAI and is set to attract 1000 exhibitors and more than 50.000 attendees from 140 countries. Maintaining its reputation for connecting new technologies, companies and end-user industries, ISE will continue to present an exciting show floor featuring over 1000 product launches as well as a packed programme full of education and events. At ISE 2015 a wide range of events will be taking place before and during the show. Pre-show on the 9 February visitors can attend the third annual Smart Building Conference, which will explore the continued evolution of smart building technology in the commercial and residential sectors. On the same day the keynote address will be presented by renowned futurist Lars Thomsen. Thomsen specializes in advising business strategically on anticipated 10 years shifts in society and markets. The keynote will explore: 520 Weeks into the Future: Trends and Tipping points in the Electronic Systems Industry. He will cover areas such

Mike Blackman as Artificial Intelligence and Robotics 2.0 alsongside expected shifts in media, marketing and consumer expectations. (Future Matters is a leading research and analysis consultancy that has advised 40% of the German stock exchange in their strategic planning). Following on from the success of the introduction of the ISE Theatres in 2014, they will return in 2015 with the addition of the ISE Unified Communications Theatre. This will be located in Hall 9 and will stage case-study presentations by manufacturers, product distributors, systems integrators and end user customers.

The collaborative tool par excellence! Videoconferencing in the business world is a collaborative work tool that fewer and fewer companies can do without.

e are at the stage of true democratization. Having become more accessible, videoconferencing is spreading quickly across the businesses world.

Metcalfe’s law The fact is that we have passed from an elitist and costly situation, which required special rooms and equipment, to proliferation on office computers, notebooks, tables and even smartphones. The videoconferencing landscape is therefore currently broaden-

ing and covers the various communication needs of companies. Suites of special meeting rooms containing sophisticated equipment are reserved for executive boards, these rooms sometimes being equipped for telepresence (the top end of videoconferencing, which creates the impression that remote speakers are actually in front of you). Portable desktops and computers are used to communicate with customers and suppliers and to work collaboratively, and staff on the road happily use their portable devices, mostly consisting of tablets and smartphones. Thus, videoconferencing is being given a push from behind by the number of its users, which is still growing markedly: « the greater the number of users of a system, the more it is profitable and useful for businesses » (Metcalfe’s law).

« Transparent use » at last! Vidyo

Of course, a highspeed connection

to the Internet (or the company’s intranet, but generally this offers sufficient speed) is required. Today, this has been achieved, as connection speeds have increased and, thanks to software advancements, the minimum speed needed to supply a videoconference with HD quality images has fallen from several Mb/s to only 512 kbps in a few years. It is only for participants on the road that problems relating to connection costs and data transfer speeds can arise. To promote the successful use of videoconferencing, its use must also be « dead simple » or, more precisely, « as easy as making a telephone call ». By and large, this is now the case – the high technological complexity of the early days has been eliminated, with use finally becoming « transparent ». Lastly, we should remember that videoconferencing is only a tool and that it will never replace real « face-to-face » contact, which engages the whole person both mentally and physically. As the saying goes, « the most beautiful girl in the world is only able to give what she’s got »! Videoconferencing very closely « replicates » the universe of meetings. It offers times savings and cuts travel costs, disregards time zone differences and enables quicker decision-making and…… that’s already quite a lot!

Videoconferencing on mobile devices The business world has embraced mobility and the devices that go with it: notebooks, smartphones and tablets

are among the communication tools that are indispensable today.

n view of this fact, it’s not surprising that there is a growing demand with regard to the use of videoconferencing on these new devices.

You need…….speedy data transfers….. Making videoconferencing mobile…..is it really possible? One must be careful not to indulge in triumphalism – technical rules remain valid and must be respected. For example, it should be pointed out that vid-

system. If your connection is less rapid, the video resolution will be lower, and this is particularly the case with 3G networks. Since videoconferencing is a big eater of bandwidth, the data plans usually available to users must also be included. Generally, these provide 2 GB per month (sometimes less). Beyond this limit, the operator’s taximeter ticks away. One more reason to fall back, as far as possible, on Wi-Fi networks.

…. and you have to choose your application well!

Vidyo eo will be possible, with a resolution of 360p, provided that the user benefits from a data rate of at least 640 kb/s. In plain English? Simply put, you will only be able to access the video streams via a Wi-Fi network or a 4G

Moreover, although numerous mobile applications can be found that provide good videoconferencing experiences, they only seldom provide assurance with regard to making transmitted data secure. This side of things needs to be taken into account without succumbing to paranoia. In any case, one will need to exercise care in choosing among these applications. It will be a question of maintaining control and opting

Vidyo for flexibility. For example, functions that allow control by moderators (the ability to cut off participants, for example), full-screen viewing (important for mobile devices) and the ability to scroll through the thumbnails of participants are very useful. A good piece of advice, too, is to turn towards mobile videoconferencing solutions that support ALL mobile platforms, even if your company uses only one type of peripheral device. Your customers and business partners may, in fact, very well possess other communication tools!

Virtual meetings…..à la carte! The choices are endless! The offers available are targeted at large companies as well as small ones and videoconferencing’s younger cousin, web conferencing, is further popularizing these solutions that

enable people to come together in virtual meetings.

ideoconferencing has become a way of generating productivity and basically contributes to the well-being of all those who practice it. Let’s not forget that « a happy employee is one who performs well »!

amount of this investment can curb the desires of not a few companies. By contrast, web conferencing only requires an Internet connection and a browser. It represents a fast-growing market segment.

Two worlds

Content and form

Travel with the associated time losses, fatigue and jet lag, as well as travel and accommodation expenses, is to be reserved for important and exceptional events where there is a need to be physically present. These events have their raison d’être and will continue to be necessary. Virtual meetings, for their part, also allow mostly remote teams and experts to contribute their expertise, facilitating the taking of decisions, but this is done on a more solid basis while being more rapid. The icing on the cake is that this technology is « green », that is, it respects the planet and drastically reduces carbon footprints and all the transport-related pollution. Previously reserved for top-tier companies due to its high cost, videoconferencing is now available in a variety of cheaper solutions and has gained a strong foothold in the SME sector. Traditional videoconferencing requires both dedicated equipment and a dedicated room. Screens, cameras, and sound system – these are all high-performance and expensive at the same time. The

According to a survey conducted by Redshift Research, corporate executives are increasingly using videoconferencing for training, recruitment and the remote management of resources. Large companies make joint use of traditional videoconferencing and web conferencing, depending on the needs of the moment. Face-to-face meetings between executive officers of a multinational company with a global presence will require dedicated rooms and real high fidelity both in the production of images and the reproduction (and recording) of sound: here one can transition to the world of telepresence video conferencing (an upscale version of the technology), which adds to communication the impression that the remote participants are

actually present in the room, up to the point where one may even wish to shake hands with them! On the other hand, a virtual day-to-day business or technical meeting will be most effectively conducted as a web conference, the emphasis here being on the content of the communication and less on the form it takes. The field staff, the employees with their desktops, and the sales force on the road are all potential users, especially as mobile devices, tablets and smartphones – to an ever greater degree! - are being added to the equipment used!

Lync is dead. Long live Skype for Business! Microsoft recently carried out a « reorganization » that should provide clarification: the well-known Skype software, which provides VoIP services for consumers, which are claimed to have more than 300 million users, will soon

be available in a professional version that will replace Microsoft Lync, which is highly prized by businesses.

n effect, Lync will become « Skype for Business » and will be integrated directly into Office 365 (online version). The aim is to make Lync simpler and more familiar to users by building on Skype’s success.

Unification and improvements From Office 365 onwards, Microsoft will take care of the updates. With this new release, Microsoft will have the opportunity to redesign the Lync interface so that it more closely resembles that of Skype. Moreover, it should be noted that Skype already offers a professional version. The new situation will enable personal and professional communications to be unified within the same account. Skype for Business adopts an interface very similar to that of Skype, with better support of touch screens. Of course, all the Lync functionalities will be available, supplemented by new functions. Skype for Business will enable the user to connect to his Skype contact list and make calls and send messages to these contacts. Video and audio calls for low bandwidth connections (codec H.264) will also be supported. Lync 2013 users will not be abandoned. Microsoft says they will be able to migrate with ease

to Skype for Business without having to change their hardware.

Top-level reliability and performance « We’re adopting the well-known Skype icons for calling, adding a video and ending a call. We’ve added the Skype call monitor, which keeps an active call visible in a small window even when the user shifts his focus to another application. We’re very proud of the way Skype

for Business takes advantage of the strengths of both Skype and Lync. Skype for Business maintains and improves all the Lync capabilities, including content sharing and telephony. For example, transferring a call now only takes a single click instead of three », Gurdeep Pall, Corporate Vice President of Skype, points out. And he concludes: « And because communications are vital, this release sets a very high standard in terms of reliability and performance ».

The hybrid technique strongly increases the impact of an event If you want a congress, assembly or conference to have a greater impact, you should certainly consider

creating a hybrid event. t is a well-established technique that, amazingly, is still under-used, considering the benefits it yields.

No cannibalization Hybrid meetings? But, in the end, it’s very easy to understand: these are real events with real participants, but they are also transmitted over the Internet. This allows remote persons to connect with one another, from whatever part of the world in which they live, and to participate in the event. This remote audience is composed of individuals who are unable to travel and attend the event in person, for various reasons ranging from a lack of free time to budgetary constraints. A hybrid meeting offers a host of advantages. Firstly, overall participation will be greater, since it will be boosted by the remote participants. One should therefore not regard webcasting as a risk of « cannibalization » of the real event since the additional participation will be attributable to those persons who, IN ANY CASE, would not have been able to attend the event. As the event’s impact will be amplified by the part played by these virtual spectators, the messages issued will necessarily have more impact. Sometimes, a high-level speaker or a prominent opinion leader who has expressed in-

terest is unable to attend for scheduling reasons or due to various constraints. The virtual event enables them to join in the discussion and contribute their expertise. This is an important bonus for, without this technique, their « presence » would not be possible.

Streamdis

Interactions more than welcome We are touching here on another key aspect of the hybrid event. Remote participants can, in effect, be given the opportunity to intervene at key moments in order to give their opinions and ask their questions. Technology makes this possible: groups of remote persons can, in effect, gather in dedicated rooms (like those in hotels – in any part of the world – specially equipped with the suitable technology) and appear on the screens of the plenary meeting when this is desired. They themselves will be able to view the event on the screens of the room in the hotel. This capability could even be extended to isolated persons sitting in front of their computers, but as yet technical constraints do not allow this type of situation to be mastered perfectly. Somewhat paradoxically, organizing a hybrid event…also makes remote participants want to be present in person the next time!

Participating in the event as spectators, observing the networking and the advantages of being physically present, they can see that nothing can compete with face-to-face meetings. Lastly, whenever a hybrid event is held, one should, of course, take care to record it. This enables it to be disseminated on request. This guarantees preservation over the long term, for even the persons physically present may wish, once the event is over, to see part or all of it again. And then, this makes it accessible to an even wider audience, composed of persons who have not participated in the event either physically or virtually but who nevertheless would like to view it at a later time.

Shopping for Professional Facilitators and Speakers To liven up a conference, a seminar, or to increase their appeal, companies (and authorities, as well as associations, of

course) often enlist the services of a professional speaker, or a renowned specialist.

he role of those personalities is to reinforce the communication campaign. The range of personalities to choose from in this booming market is steadily increasing.

from the mouth of an outsider, that’s just the way it is.

The Rule of the « Three Is » Should Prevail!

A Pool of People and Pros Because one of two things is true: Either the company chooses a facilitator with a versatile and neutral profile, or it will opt for someone who is an expert on a specific topic and has some notoriety. Obviously, the pool of the former is primarily made up of people and professionals with a radio or TV background. They will act as conductors, as « binders » between the various components of the presentation. Also, to ensure that they get the job done, it is important to involve them well ahead of the event so they master all the aspects. They are present to make sure the message is conveyed effectively – they are mediators. Experts or speakers, for their part, will give a real speech, deliver a message that supports the company or completes its communication. They add

The London Speaker Bureau E-mail: oliver@londonspeakerbureau.com Website: www.londonspeakerbureau.fr Tom Avery - As one of only 41 people in history to have reached both the North and South Poles on foot and a veteran of over a dozen mountain and polar expeditions. value and often their services also allow for messages to be delivered that might be perceived as too delicate if sent out by the ‘official club’ – people « hear » better when the words come

But how to choose well? Trends tied to current events are already popular. One way is to invite Michelin-starred chefs (who are popular today) to talk about notions of excellence, team management, creativity and innovation. Another is to talk about the economy, with the aim of stepping back, getting a positive perspective, and brushing off the scenarios to escape the economic crisis. A safe bet in spite of fashion trends will always be inviting athletes or adventurers. These personalities set the bar for optimism, combativeness, performance, pushing oneself to the limits and team spirit. Their values will appeal to everyone. When choosing, one is inclined to hesitate between the « notoriety » and « qualifications » of the speaker. In reality, it is not a genuine prob-

The London Speaker Bureau E-mail: oliver@londonspeakerbureau.com Website: www.londonspeakerbureau.fr Penny Mallory - one of the most successful women Rally Drivers and is the first woman in the world to compete in a World Rally Car lem, for what matters most is to get the person who will meet the expectations of the company and of the target group. As a guide, let’s also talk about the « Rule of the Three Is »: the speaker should be Interesting, Intelligent and Independent, the latter being a prerequisite for the address to be credible. A word to the wise…

Two major generators of the information flood! We are living in a world of information consumption. But this consumption takes place on and with different

devices in the course of the same day.

martphones, tablets, laptops and desktops are in daily use and generate a never-ending flood of information. But they are not the only generators of information: there are also digital signs (“digital signage”) and interactive kiosks.

Overcoming the absence of interaction with personnel The demand for digital signage solutions and interactive kiosks has increased exponentially over the years. The addition of these “digital layers” to the customer experience has largely contributed to increasing consumer involvement and therefore to a growth in sales. But after all this is only normal: these new modes of communication (digital signage and touch screens) provide consumers with a substitute for the presence of an expert who provides them with support. They manage to overcome the absence of interaction with personnel. Let’s not forget that personnel are in fact a significant cost factor and therefore cannot be multiplied at will! Nevertheless, one has to decide, at some moment or other, between the proposed solutions: what type of digital technology is one going to use?

Depending on the software program used, you are able to remotely control the dissemination schedule, just as you are able to edit and upload the desired content in real time via the Internet. Digital signage is the perfect solution for places where consumers are seated or standing for a certain length of time. Some good examples? The subway, the train, the airport. The major advantage of digital signs is that they only need to be placed, adjusted and then…..maintenance can be forgotten (apart from the need to update

their content, of course). The touch screen kiosk is basically different, as it offers interaction and therefore engages the consumer (which is every communicator’s dream). But otherwise it offers the same thing. A kiosk acts like a conversation: it only offers the information desired by the customer. Monitoring (recorded) of the paths travelled by a large number of persons then enables identification of the content that is most used. The only handicap compared to digital signage: the program design must be created and studied in depth.

Choosing the option Let’s examine the two major solutions. Digital signage allows you to upload all kinds of communication content, whatever its form: video, photos, text, sound, and to present it on a screen (which can be small, large or giant).

Banking Devices

Secure data? Why not the « cloud »? For many years information technology has been part of the life of companies and SMEs.

n reality, almost all work is performed in front of a computer, tablet, or notebook screen.

The external hard drive Large corporations follow backup strategies that are often sophisticated, secured and automated. The following remarks do not concern them (or only marginally) but are addressed instead to SMEs that do not have these resources at their disposal. When, for whatever reason, data is very important, it must be backed up with the utmost care. An SME deprived of its computer data overnight could go bankrupt, considering that almost all data is stored on the information tool. It is often thought that making reliable backups requires the use of external hard drives. That is absolutely correct and this way the hard drive of the computer can also be cleared of data, so that space can be freed up by removing work al-

ready completed, for example. Taking it one step further, a backup of the backup drive must also be made, as the latter will give up the ghost at one time or another. But, even so, one is not immune to potential problems. Imagine a burglary (IT equipment is highly prized and often the first item to be targeted), a fire or some other natural disaster…..

Delocalization Consideration should therefore be given to delocalizing the data carriers as well. In the past, one even went so far as to place hard drives in bank safety deposit boxes. The solution was imperfect, for if a misfortune occurred only the data recorded at the moment of the deposit was recovered and therefore all subsequent data was lost.

With the advent of high-speed Internet connections, an interesting alternative became available: storage in the « cloud », that is, on external servers specially designed for this purpose. This is the case for Dropbox, which is the best known solution, but it is also true for Google Drive, OneDrive, HubiC, Blackblaze and ZipCloud, for example. The majority of the offers are American, and this is only normal: in the States, the « cloud » is not something for tomorrow – it works perfectly today. It should be noted that these servers offer a sometimes large amount (variable, between four and 30 GB) of storage space free of charge and that this is sufficient in some cases. Beyond the set limit, a fee is charged. Rates vary considerably. To get an idea, let’s take, for example, an ordinary portable hard drive that provides around 1TB of storage. Storing 1TB on Google Drive costs 9.99 dollars a month, and storing 10TB (ten times as much, and therefore the equivalent of ten hard drives) on HubiC costs 10 euros a month. You are strongly advised to analyze the offers depending on your specific needs.

in placing only non-sensitive information in the cloud. Furthermore, it should be noted that these servers encrypt the data very securely, which, in theory, guarantees that « privacy » is protected. Finally, in the event that your IT equipment is stolen (we discussed this above), these « sensitive data » issues would arise in any case.

Making backups of data (carried out intelligently) in the cloud therefore seems to make sense, except for the fact that Internet connections are markedly slower than trans-

The very first time But what about the « confidentiality of data »? First of all, it should be borne in mind that the data that is important to us and with which we work is seldom sensitive or strategic. Secondly, one must make the right decision, which consists

fers to a hard drive. Transfer to the cloud will take a lot of time initially – often around two weeks for 1TB if an ADSL+ connection is used. Fortunately, it is performed « in the background » and you can continue to use the computer without it being slowed down. On later occasions, only new files and modified files will be transferred, which means that less time will be needed.

The advantages of digital signage Digital signage is a tool for disseminating information that is more economical than leaflets and printed posters.

It is also more environmentally friendly.

t can inform, greet, entertain and sell at the same time. Your communications are more relevant and immediate.

Money saving With just a few clicks of the mouse you can update the notice disseminated at different locations. Digital signage enables you to update your information to accord more closely with reality, and you can do this whenever you like, several times a day or week. It even enables you to disseminate Twitter feeds! By contrast, in the printing world every new mes-

sage comes with new costs! Furthermore, with every new communication a production line is set in motion, with its (long) waiting period extending from the design phase to printing and shipment. With digital signage, all it takes is a simple layout model and standard software (like Microsoft Publisher) to create content for the screens. However, one can always resort to agencies or design specialists. In both cases there is less work to be done than in the printing world, which means a reduction in costs.

Information designed for specific locations

Berlin Marriott Hotel

Of course, one can always consider that a printed product, once it is available, consumes no electricity, unlike the monitors required for the operation of digital signage. But two things have to be borne in mind: on the one hand, printed products are not lasting and must be updated regularly (which

Berlin Marriott Hotel is a costly operation) and, on the other hand, screens have a service life of up to ten years and today many models carry the Energy Star label. Ultimately, the digital signage solution turns out to be more environmentally friendly and less expensive when we make this sort of calculation. For companies, the use of digital signage also means the ability to keep abreast of work-related developments and various company events as closely as possible. Information can also be personalized depending on the location of the monitors: the reception area, the cafeteria, and the corridors will disseminate information specially designed for them.

The reasons for wanting to communicate via a large screen

Numerous companies rely on digital signage to achieve a competitive advantage. here are in fact many reasons for using digital signage. Here are a few of them…

Impressive! No time gap between the idea and its dissemination in digital form. The production times known in the printing world and the

Messukeskus Helsinki, Expo and Convention Centre E-mail: susanne.massingberd-roinila@messukeskus.com Website: www.messukeskus.com associated costs are eliminated. In addition, the content of the message can be updated on an ongoing basis and within a particularly short period of time. Digital signage is a medium that is really impressive. It attracts attention and therefore customers and visitors. Added to this, if promotions and information are mixed and displayed, people will pay greater attention to the messages transmitted.

It is possible to use digital signage to generate revenue from advertising, in particular in large shopping malls. At the point of sale, digital signs promote the involvement of consumers. In a congress center, they can be used as a service for visitors or as an advertising medium for partners.

You have everything under control!

Messukeskus Helsinki, Expo and Convention Centre E-mail: susanne.massingberd-roinila@messukeskus.com Website: www.messukeskus.com

Digital signs can also be used as tools for interacting with the customer, supported by applications that make them, when everyone is busy, excellent “sales personnel” or “customer service or visitor service representatives”. The information disseminated can depend on the moment of the day and the day of the week – you are the sole master and you have everything under your control. Digital screens are mood-changers and create a much livelier atmosphere. They transform the spaces in which they are located,

making them attractive and prompting customers to visit them regularly. As the messages are communicated via a large screen to both your customers and your employees, this approach lends a helping hand to your marketing team. Lastly, digital signage uses all resources available, which means you can display whatever you like. All-news television, photos, commercials and pictures – the list is endless. And everything can appear simultaneously on the same screen!