The Meetings innovator - spring issue by The Meetings Innovator

April 2012

Mobile application for events: capability maturity model

Everything you wanted to learn about mobile applications for events

How to turn attendees into participants at your next event

Augmented reality and how it can effect your event

Future of mobile apps for events

USA $12.99 • UK £7.99 • Europe €8.99

ISBN 978-1-105-17118-5

90000

9 781105 171185

Inside this issue 4 New European Meetings Innovator summit experience

Future of mobile apps for events

18 How to turn attendees into participants

5 The 10th IMEX in Frankfurt

at your next event

promises to be the best show yet

20 Augmented reality -

7 Meetings and event experts invited to take part in Shuli Golovinskiâ&#x20AC;&#x2122;s latest industry book

how it can effect your events 22 Interactive distribution of

9 Mobile application for events: capability maturity model

information and greener events 24 New challenges for the Polish meetings industry

Mobile apps capability maturity model page 9

Turn attendees into participants page 18

Augmented reality and your events page 20

A word from The Meetings Innovator Dear readers,

It is expected today that meetings, exhibitions or events would have their own application, but

We hope you enjoy our spring issue which has a lot of focus on mobile applications for events. Recently there have been many technology updates in the mobile market thanks to the introduction of the new generation of smartphones as well as tablets. Our event attendees moved very swiftly from using Internet terminals to laptops, to currently relying a lot on mobile tablets and smartphones to retrieve information, exchange contacts and plan their exhibition and meetings experience.

with so many players joining in the party in the last 18 months, the selection and variety of cost and features just made this task more complicated for organisers and producers. Here you can read about our maturity model for event mobile applications, as well as the latest technologies in this area such as near frequency communication (NFC) and augmented reality. If you have the opportunity to be in London at the beginning of June, than I urge you to register to attend our summit to learn much more about it and other essential technologies that can save you cost, enhance your event and help you promote it.

To advertise in the publication or showcase your products at The Meetings Innovator Summits, contact us at sales@themeetingsinnovator.com

www.themeetingsinnovator.com Tel: 0044 208 1238841

CopyrightÂŠ 2011 The Meetings Innovator

CONTRIBUTE TO THE MEETINGS INNOVATOR Have something to say? Please feel free to contact us to contribute to The Meetings Innovator at editor@themeetingsinnovator.com

Industry News New European Meetings Innovator Summit Experience

London – Paris - Brussels Register now for the London summit

At The British Library, one of the most central venues in London Taking place in London, Paris and Brussels, the Meetings Innovator will put on a technology showcase and experience for all meeting planners, conference organisers, industry decision-makers and technology experts. The summits are a live event experience and will showcase new interactive technologies for your next event. You will be able to learn and experience how technology is shaping the future of the meetings industry and how the format of meetings and events is changing. It may change your whole way of thinking about how you run your future events! The one-day summit at each city location is a showcase full of useful education and technology tips and trends from the industry. Attend the summit for the day or just for a few hours and you can:

• Meet the Movers and Shakers of the industry • Hear about all the future and latest trends to enhance events • Experience events innovation in action

For security restrictions, it is required to pre-register for the event. Register now to attend the London Summit for free at www.misummit.eventbrite.co.uk. LONDON Thursday 7th June 2012 VENUE The British Library Conference Centre TIME 10.30 – 5.00 At the summit, delegates can experience and interact with new types of technologies as well as gain useful insight about how the format of meetings and events is changing, now and in the future. They will be able to experience a new type of event and also hear from experts about what changes are already taking place. To register for the city summits go to: www.themeetingsinnovator.com For more information contact us at: info@themeetingsinnovator.com

Industry News The 10th IMEX in Frankfurt promises to be the best show yet by Vanessa ten Hoedt

IMEX 2012 is celebrating its 10th anniversary at Messe Frankfurt starting Tuesday 22nd May for three days, providing extensive international networking, business and educational opportunities. To mark the 10th anniversary of IMEX, many inspiring features have been added to the programme, presenting visitors with a distinctive experience by providing them with more business opportunities than ever before. Over 3,500 exhibitors from more than 150 countries will be attending IMEX 2012, including hundreds of new exhibitors and increased stand space from many industry sectors. One of the most exciting characteristics of this

expanded extensively compared to previous shows

year’s show is the IMEX 10th anniversary celebration.

that will include a Technology Pavilion, Tech Tap and

A special Celebration Hour will take place on

a new iPad Bar. IMEX 2012 will introduce free Wi-Fi

Wednesday 23rd May at 5.00 p.m. During this hour,

during the exhibition, which will allow all participants

all exhibitors are encouraged to create a festive

to stay up to date with the latest developments on

atmosphere on the show floor by providing food,

the go. In addition the IMEX app will be accessible

drinks and entertainment for participants.

for iPad users for the first time.

Following the Celebration Hour, IMEX will continue

As the use of iPads is increasing in the meetings

to celebrate its 10th anniversary in style at the IMEX

industry, IMEX is launching an iPad Bar providing

Gala Dinner, taking place at one of Frankfurt’s most

participants with 20 minute educational seminars

attractive venues, the Alte Oper. This event will

on the use of apps for meetings and events. These

feature many birthday surprises and entertainment

sessions will provide information on the various

from IMEX’s most popular performers Björn Again.

available apps and how to utilise them to their

Due to high demand, the technology area has

advantage to achieve business objectives.

Industry News

Participants at IMEX 2012 have the opportunity to

study on the future of the meetings industry. This study

brush up on their knowledge skills with a choice of

imparts on the opinions of business leaders regarding

over 100 complimentary education sessions. This year

the developments of the meetings industry over the

will include cutting-edge campfires (small group

next decade. The findings will be presented at IMEX

discussions) on technology and sustainability issues.

in a series of seminars including the highlights and

In addition, IMEX will focus on environmental

memorable moments of the past ten years.

and social responsibility in The Sustainability Hub.

For the first time this year, IMEX will support two new

Participants receive the opportunity to increase

local charities in Frankfurt through the Badge Back

their green awareness and knowledge, in an

scheme. Participants are encouraged to recycle

environmentally friendly stand built with recycled

their badges into one of two recycling bins upon

furniture.

leaving the show. They have the choice to donate

Also not to miss this year is the new Visionary Event

to Lichtblick aktiv Schwester Sigrid, a homeless

Series, a programme that will showcase special

shelter, or Maisha’s Sewing Project, an employment

events, which have shaped the future of the meetings

programme for African women in Frankfurt.

industry. Industry experts sharing the developments

Finally, while at IMEX, do not forget to visit The

in meetings design, impact and innovation will run

Meetings Innovator stand, located at D690, for the

seminars and campfires on the Inspiration Centre.

latest news and trends on innovation and technology

The Power of 10 furthermore marks the 10th

for the events industry.

anniversary of IMEX with a large-scale new research

Innovative technology solutions to create the most powerful and interactive meeting “experience” for your delegates

An interactive, online, collaborative platform for event participants, offering opportunities to share knowledge and interact prior to, and during the actual event

Get your deleGates involved at your next event and ensure its success!

For more information about how Newtonstrand solutions can help you to create an “experience” at your next event go to www.newtonstrand.com or contact us on info@newtonstrand.com Headquartered in London, with almost 20 innovative product solutions, Newtonstrand also has offices in the U.S., Brazil, Spain, France, Germany, Israel, Asia and Australia. Office 153, 43 Bedford Street, London, WC2E 9HA - Tel: +44 (0)-800-4049707

Industry News Meetings and event experts invited to take part in latest industry book by industry visionary -

Shuli Golovinski

“Events in 2020 - How do the industry movers and shakers envision them?” Shuli Golovinski, CEO of Newtonstrand, is talking

meetings industry over the coming years as well as

to meetings and events professionals about their

the key opportunities. How the industry faces these

thoughts on the direction of the industry. Keen to

issues will dictate how the events industry will be in

uncover trends in the industry and how the meetings

the year 2020.

industry is changing, the book is the first to be written

The other books in the range are “Event 3.0 –

based on the “wisdom of the crowd” concept

How Generation Y and Z are re-shaping the events

and Shuli is keen to involve all movers and shakers,

industry” and “From Gimmicks to Value – The Future

industry experts, CEO’s, and meeting planners to get

of the Events Industry”.

an overall range of opinions.

Shuli Golovinski, CEO of Newtonstrand Innovations

“Events in 2020 - How do the industry movers and

Limited, is a meetings and events pioneer and has

shakers envision them?” is the third in a series of

been steadily working to help revolutionise the

books by Shuli Golovinski and due to be launched

meetings industry for 15 years.

this year at EIBTM in Barcelona 2012. Shuli sees that

and speaking at several events about the trends and

the future of the events industry is now. Generations

future of the meetings industry, he is keen to spread

Y & Z, otherwise known as tomorrow’s leaders, will

the word about how industry delegates need to keep

not only be attending our meetings and conferences

up with the changes to be able to move forward.

over the next years, but will play a major role in reshaping the meetings industry as we know it.

His

take

part

these

Through his books

interviews,

contact

Shuli Golovinski on shulig@newtonstrand.com

latest book will determine the key challenges in the

Newtonstrand

www.newtonstrand.com

Connecting the Dots event technology, Simplified. Finally get inFormed, up to speed and comFortable with the technologies shaping today’s events. Today’s event attendees require the latest… everything. And your steering committees demand the most up-to-date technology to make their event even better than the last. In this two-day session, you’ll receive practical training empowering conference and meeting planners with the confidence that comes with true understanding. From SEO to Social Media Marketing, Networking to Voting to ePosters… you’ll be on top of your game with a whole new level of understanding.

next SeSSionS will be held in london, pariS, bruSSelS and amSterdam

Get a free iPad as part of the course with all the preloaded information you need from the course and a demonstration

For exact dates and venues please contact our sales team at sales@eventskills.com or at - +44 (0) 20 3150 0779

www.eventskills.com

Special rateS for pco’S Sending more than 3 participantS

TEchnology review Mobile application for events: capability maturity model By Ilexis Kleinman

In the last two years we have witnessed an

Targeting ads is a big discussion topic as well as the

extraordinary increase in the amount and variety

growth of search-generated, location-based and

of mobile applications dedicated to be used in

other technologies. The industry is moving beyond

meetings, events and exhibitions. In 2009/2010, less

click-through measurements and more towards

than 5% of events had their own mobile applications

understanding

and you could have counted the amount of

understand and anticipate how consumers will

companies developing the technology with your ten

interact and use these mobile applications is at the

fingers. Since then the popularity of smartphones

forefront. (Christopherson, 2011, Mobile Marketer) The

and tablet computers increased dramatically and

key is to find a mobile platform that could provide

as a result of the huge demand for applications

customers with a solution for any type of business

and content, the threshold for entry-level mobile

edge.

consumer

behavior.

further

application development was lowered. It is possible

Commercial mobile services today demand a

to learn basic mobile application development in 2

highly challenging application environment capable

weeks in your local community centre, and mobile

of attracting and maintaining a userâ&#x20AC;&#x2122;s attention in a

applications can be assembled in a few days using

friendly, intelligent and constructive manner. Towards

online tools.

this, mobile applications are equipped with a virtually attractive and rich featured Internet.

TEchnology review other technology platforms are quality and content. The content element is part of your marketing communication strategy and activity, which is a good subject to investigate further in one of the industry events. Here you will be provided with a way to understand what is actually available today technology-wise in order to help you plan how you

should

approach

mobile

application development vendors and how to set the expectations Meeting writer

industry

them to book a session later on.

mobile

Helpful to the user, this mobile

technologies would enhance the

application can now show floor

attendee experience at events,

maps and booths for exhibitors

trade

meetings.

eliminating hassle and integrating

Events commonly involve business

service. Mobile applications are

travellers that have unanswered

integrating Facebook and Twitter

questions. The use of the mobile

features as well, making it easier

applications will aid in answering

for meeting planners to connect

these problematic questions.

and integrate their event.

anticipated

Event

shows

that

and

apps

meeting

speaker

is presenting and can enable

Corbin

Ball

and

consultant,

designed

attendees

for and

As we saw in other technology trends

SEO

and

website

answering these questionsâ&#x20AC;&#x201D;and

design, the easier it gets to enter

moreâ&#x20AC;&#x201D;are suddenly popping up

this world the more it becomes

online in application stores and

saturated with multiple levels of

marketplaces all over the web.

quality. The technical aspects of

Some only work on iPhones, others

mobile applications development

run on multiple platforms. Now

became much more common

mobile applications can even

knowledge and today you can

give you a schedule of speakers

buy development services from

for events and meetings; this

almost

schedule is also searchable. When

almost any country which can be

discussing the more advanced

seen as a cheap solution to event

applications,

organisers.

they

might

also

any

graduate

from

include a speaker profile. This

The two main problems as we

would help the user to know who

have experienced in the past with

with the event owner in order to define the desirable functionality and quality. As quality is defined by the fulfillment capability developed

expectation,

model by

the

has

been

Meetings

Innovator team to assess mobile applications for events. With it, you will more easily understand the key elements that make up a good quality mobile application. The capability model is funded on three capability levels and X categories, and the examples for each category and capability level are current to spring 2012, with updates needed every few months based on rapid advancements in mobile technology. However, the concepts and ideas behind these categories and levels are relatively sustainable and could provide you with a good idea of what is available and important when you plan your own event mobile solution.

TEchnology REview

The capability levels: There are generally 3 main levels of capability when it comes to mobile technology and how it interacts with different types of technology users. Each capability level is defined by the way information and content are created, delivered and interacted with by specific audiences. 1. Capability level 1 (CL1): Entry level with low or no audience interaction Represents the entry level of audience interaction. This is usually a reactive process, where there is a single source of content creation which is mostly predefined, fixed and static. The content is adapted to each specific communication channel in a similar way to how we generally consume content from television, radio and printed content.

2. Capability level 2 (CL2): Basic audience interaction This capability level demonstrates some interaction between the content provider and the audience, allowing some user customisation of specific features and the ability for content to update based on changes in the event, such as schedule, presenters and on-site information.

3. Capability Level 3 (CL3): Advanced audience interaction This level represents full interaction between the event planner / organiser and the event audience as well as audience generated content relevant to the event futures. This level also allows different event attendees to generate new content based on interaction among themselves such as networking, Social Media etc.

The capability categories: There are 6 main categories to define mobile applications for events that can be matched in a matrix to the 3 capability levels. .1. Technology Platform This category represents the usage of a variety of technologies to deliver mobile applications for meetings and events visitors, exhibitors and organisers. Main focus of this category is to improve the user experience using the application.

2. Integration (of other mobile tools and technology) This category evaluates the ability to interact with other mobile applications and services that are popular with mobile users such as Social Media sites, online and offline calendars, third-party tools (i.e. Bump, Google+, registration systems etc.). Main focus of this category is to improve integration with other mobile functionality and tools that the user might already use.

TEchnology review 3. Rich content This category evaluates the usage of rich media and smart content used in the application to provide value for the event attendees, exhibitors and sponsors. Main focus of this category is to improve the information gathering and assimilation by the applications users to improve their event experience. The capability levels of this category are accumulated, meaning each level is dependent on or includes the elements of the lower capability levels.

4. Marketing and advertisement This category evaluates the usage of the mobile application real-estate to promote the event as well as monetisation of sponsorship and advertisement. Main focus of this category is to improve monetisation and sponsorship opportunities as added value to the standard event income stream. The capability levels of this category are accumulated, meaning each level is dependent on or includes the elements of the lower capability levels.

The capability model

Entry (CL1)

Basic (CL2)

Advanced (CL3)

Technology Platform

Application is mainly access to a website dedicated pages Or The application is developed uniquely each time for every platform (Apple iOS, Android, Java etc.)

The application is made from a rigid multi-platform template with predefined elements, which might not enable full usage of different mobile application functions

The application is developed on a multi-platform tool with ability to utilise each platform’s unique advantages (screen resolution, multi-touch, geolocation etc.)

Examples

• Apple iOS based application for iPhones / iPad • Android based application for HTC Smartphones • Windows Mobile based application for windows based tablets and smartphones

• Predefined application sections as standard such as presenters, event map, schedule, exhibitor profiles • Java based applications • Screen resolution is defined for the minimum screen • A smartphone application will be stretched over a tablet

• Consistency of performance across different mobile hardware configurations • The application is adaptable to each hardware screen resolution • User interface support for multiple languages • Usage of camera and NFC technologies to provide application functionality for ticketing, payment etc.

Integration

No integration, all functionalities are part of the mobile application as a standalone application

Some integration with 3rd party applications such as social or media tools

Full capability to integrate 3rd party tools that provide a reliable API (application programming interface) to enhance the user experience without the need to redevelop already available solutions

Examples

• Mobile application use its own unique delegate schedule

• Single sign-on based on delegate or exhibitor event registration details • Ability to connect to Social Media accounts (Twitter, Facebook, LinkedIn etc.) • Ability to send messages on event Social Media platforms • E-tickets generated and scanned linked to the event registration platform

• Usage of augmented reality based exhibition map • Embedded LinkedIn, Facebook and Twitter two way communication and uploads • Usage of QR codes to exchange contact details between delegates • Full integration to the event registration system • Ability to secure parking or book transport from and to the event venue • Single sign on using social platform • Mobile payment

Rich content

Almost no rich media usage, mostly usage of some static photos and illustrations

Some usage of video and interactive content

Integration of content based on new technology, usually relying on good usage of 3rd party tools

Examples

• Presenters and speakers photos • Venue map • Event floor plan • Exhibitors stands and contact details

• View live streaming and recorded videos • Interactivity with the environment (such as augmented reality), interactivity with the application user (such as games, interactive presentations etc.) • Ability to download presentations and content from exhibitors or presenters • Interactive floor plan of the venue or exhibition floor

• Two way access to events photos and videos on Social Media platforms i.e. Facebook, Flickr , Twitter etc. • Full integration to hosted buyer calendar and other pre-scheduled meeting platforms • Integration to event voting and survey system • Voting & Rating mechanism for speakers and exhibitors • On site competitions and surveys

TEchnology REview 5. Social interaction This category evaluates the usage of the mobile application to enable socialisation related to the event such as scheduled networking, Social Media interactions, contacts creation and exchange. Main focus of this category is to improve the ability of the event participants to socially connected with each other based on common themes i.e. business networking, interest groups, associations etc.

6. Content creation This category evaluates how content is created and consumed as well as who is capable of generating event-related content. Main focus of this category is to demonstrate how content and new knowledge is created during the event as well as to ensure the event attendees receive added value during the event and post about it. The capability levels of this category are accumulated, meaning each level is dependent on or includes the elements of the lower capability levels.

The capability model Entry (CL1)

Basic (CL2)

Advanced (CL3)

Marketing and advertisement

Single sponsorship content as part of the application graphic design

Some usage of banners taking a fixed size location as part of the application screen

Multiple branding exposures as part of the application different screens linked to ad management system, and adapted to user profile

Examples

• Branded “splash screen” (first screen to appear)

• Allocated banner section with rotating banners • Usage of technology platform ad management system • Branded e-tickets for the event activities on the mobile application it self

• Banners and branding of different application modules based on user profile as defined in registration i.e. supplier, planner, exhibitor etc. • Usage of banners with ability to measure exposure and clicks • “Share” ability for Social Media platforms including sponsored shares • Geography and language advertisements based on user profile

Social interaction

Information only about social activities

Ability to exchange information between application users, and schedule meetings based on a back-end scheduling platform

Full ability to identify profiles of potential networking partners, with ability to define and schedule meeting time and location. Also full integration with Social Media platforms to retrieve and share profiles

Examples

• Closed system, no ability to interact with other users

• Exhibitors and attendees profile directory with search option and e-mail notifications • User generated QR codes based on own contact details that can be scanned by other users using the mobile application

• Attendees and exhibitors recommended profiles with scheduling option based on user preference • Social gaming like treasure hunt or people search • Support for pop-up meetings and networking events during exhibitions

Content creation

Created only by the event organiser Static pre-defined content

Created by the event organiser , with ability for users to filter and modify preference

Template and skeleton content created by the event organiser while the rest is produced by application users both presenters, exhibitors and attendees

Examples

• Pre defined, pre event content • Speaker’s bio • Exhibitors main contact details • Event agenda

• User ability to schedule presentations and meetings • User can upload content to specific Social Media areas • User can follow and contribute to event hashtags on Twitter

• User recommended and user defined exhibition floor plan pathway • User generated reviews and comments on presentations • Event reflections, photos and videos captured by delegates are shared in a specific event sharing space or website • Multiple users can discuss and have an online conversation on topics and activities in the event

TEchnology REview Future of mobile apps for events by Sujata Luchmun

CEO at ShowGizmo, Marie-Claire Andrews, talks to The Meetings Innovator team about the future and main challenges of mobile applications for the events industry. Today, event planners are progressively choosing to use mobile applications for a variety of meetings, events, and exhibitions. It is becoming more and more part of the way event planners do business. The findings of the 2011 Meeting Technology Trends Survey indicate that 64% of meetings are already using a mobile application, or intend to add one this year. Additionally, 16% intend to add one within the next three years. This demonstrates the growing utilisation of mobile applications within the event industry, and the change that this has lead to the event planning process. However, one may question the challenges that these mobile applications create. According to Marie-Claire, “‘what’s possible’ using a smartphone today is very different to yesterday and will be very different tomorrow.” This means that the main challenge event planners are faced with is learning to manage conflicting timelines. For instance, “in the events industry, timelines are slower – organisers are planning months or years in advance. They’re challenged to make investment decisions today for outcomes they can’t possibly predict.” Therefore, this signifies that any event planners wishing to begin a mobile application deployment in the future should generally aim to begin six months before the event. Marie-Claire indicates that “just as the brand has been confirmed, the timing/venue and preliminary marketing has begun. That’s the best time to begin the mobile app deployment process as it can then integrate into delegate, exhibitor and sponsor communications.”

Marie-Claire Andrews CEO, ShowGizmo Though due to the constant updates of mobile applications, event planners should acknowledge that “a lot of things are going to be added in before the event comes round.” Another issue that event planners encounter is the challenge of selecting the right product and the right company to work with. During the initial stage of deploying a mobile application strategy, event planners should define their objectives for implementing this new communication channel. Marie-Claire explains that this will help event planners to have a clear understanding of what they want to achieve before they approach mobile application development companies. For example, “is it more attendees in the room, or a larger database? Is it reduced costs of printing, or a wider dissemination of content? Is it one up on a similar branded event, making them different? Do they need to attract more exhibitors with free lead capture features? Knowing the reasons why they’re adding a mobile app into the mix will help them choose the right partner and product to work with.” In addition, finding a dedicated event application company will enable event planners to form a partnership with skilled professionals who can be trusted. This will help to mitigate the risk of not receiving a ROI, as event planners will be “kept in the loop with the latest developments and will be less

TEchnology review likely to make the wrong investment decisions.”

So what does the future hold for mobile applications

Accordingly, the process of working together with

within the meetings industry? According to Marie-

mobile application companies will become relatively

Claire, mobile applications in the future are expected

coherent for event planners. For instance, Marie-

to be “just like everything: smaller, faster, and

Claire details that “once they’ve decided whether

cheaper. Devices will become smaller—think retinal

to use ShowGizmo – i.e. ‘rent’ space within the

contact lenses. Software will be faster—think richer

ShowGizmo app and show branded event content

interfaces with multiple tasks running concurrently.

to their event participants, or whether they will have

And due to the increase in usage, the expectation

their own fully-branded app, they simply add content

that all business will be done on the smartphone/

into a secure CMS we give them access to. That

mobile applications will gradually become cheaper.”

website content management system populates their

Moreover, the rapid advancements in mobile

apps – and continues to send live information into the

technology make it necessary for event planners to

apps all the way up to and beyond the event. Each

constantly be on the lookout for new advancements

time the planner updates a form in the CMS, the

in mobile applications. Marie-Claire gives details

apps are updated – so the schedule and other data

of the two main innovations that event planners

in there is always up-to-date. They then work with our

should prepare to observe in the near future. The

Production Manager to coordinate the marketing of

first is an indoor mapping system that enables indoor

the app across their existing channels, and prepare

navigation.

the collateral for the event days themselves, to ensure

“Indoor navigation is going be a breakout

as high an uptake of their app as possible. Because

technology within the next 12-18 months. For instance,

all our management software—the CMS and the

at massive trade shows you want to know down to the

meeting software we use for production discussions—

metre where to find people that you have planned

is all online, our clients can be anywhere in the world

to meet. It’s got to be really precise and accurate

and be working on their mobile app.”

because there could be around 150 people within

Additionally, event planners may also decide

ten square metres of you. At the moment this needs

to incorporate third-party applications such as

infrastructure like dedicated hardware and it needs

YouTube, Facebook, Twitter, and Bump into their

to be calibrated. So, it really has to get the meeting

event mobile application. Marie-Claire explains that

planners and the venue involved to make it work.”

“on the one hand leveraging existing applications is

The second technology advancement that event

great – people are used to the features and benefits

planners should look out for in the near future is in-

and the code already exists! On the other hand, we

app payments.

have to rely on their performance and stability as

“This is the phase that we’re moving into later this

part of our offer. For example, if Bump goes down,

year. It is basically mobile payments via credit card.”

then our ‘Bump to Connect’ feature just won’t work,

This allows visitors to purchase products at an

and people just think our app’s not working”.

exhibitor’s stall using simply a mobile application

This indicates that event planners should examine

and their credit card. “This helps event planners to

the benefits and limitations of each third party

monetise their investments into a mobile app, as

application that they plan to integrate into their

in-app payments could enable event planners to

event mobile application.

charge their exhibitors to use that service in the same way that they rent out mobile payment systems or credit card systems at their trade shows.”

TEchnology review How to turn attendees into participants at your next event By Bob Vaez

Gamification is reemerging so quickly in event technology that Microsoft Word still says it’s not a real word. If technology is having a tough time keeping up with technology, don’t feel bad if you’re just jumping on the gamification wagon now. Loosely defined, gamification is the integration of game-like mechanics in non-game environments. … What does that even mean? Have you ever had your local coffee shop punch nine holes in a card and give you the 10th coffee free? Do you collect air miles when you purchase groceries? These are examples of how companies introduce gaming into the consumer market in order to encourage purchasing and develop loyal customers. Some small rewards and a little recognition can go a long way to making customers feel valued and keep them coming back.

When it comes to games at events, you don’t have to reinvent the wheel. To get a feel for event games, try a classic. Send participants on a scavenger hunt through your event unlocking questions and clues by scanning QR codes. Offer points, badges, and a prize for scavenger hunt winners. This is a great way to introduce attendees to your event and also a great team-building activity. So what exactly is going on in our heads that makes us want to win? When we’re in a game-like scenario, our brains change. Chemicals are released, we

The same principle is easily applied to the event industry. We’ve seen it in the past with event passports and bingo cards and we’re seeing it reemerge as mobile devices become a ubiquitous part of

the

event

experience.

Including gamification in the mobile can

event

allow

interactive,

for

experience a

flexible

more game

that can incorporate learning and

networking

key

components.

TEchnology REview become more motivated, and we strive to complete our goals. Games can encourage your attendees to participate in constructive activities that they may not have previously considered a priority. For example, submit a post-event survey for ten points—the participant with the most points gets to have coffee with the keynote speaker. Games offer incentives to take action. Whether it’s a trip to Hawaii or casual meeting, games appeal to our need to achieve. What’s most astonishing about gamification is that motivating attendees to take action can be as easy as displaying a leader board. Nothing more. Interestingly, as exciting as it is to win, what’s more motivating to

gamers is not losing. Being at the

include sponsors and exhibitors in your game and

bottom of a leader board just looks bad and motivates participants to get as far away from the bottom as possible. If that means being at the top, great. Just not at the bottom! But gamification isn’t all fun and games. It can help you generate some serious money through your event app. Once

you

understand

gamification

beyond

entertainment, you’ll see that implementing gaming elements at your event will be a major economic driver. With more attendees moving around the event, as the event organiser, you’ll be able to offer

make it one of the game’s objectives to visit different booths. Attendees have the time of their lives running around your event; exhibitors and sponsors work tirelessly to keep up with all the business you drive to their booth. You generate revenue through your event app like you never could before. Why should people attend an event when they could participate in an experience? Offer some games, make it fun, make it interesting, and everyone will benefit.

sponsors new channels for exposure. As well, you can Get your deleGates involved at your next event and ensure its success!

Innovative technology solutions to create the most powerful and interactive meeting “experience” for your delegates

Turn your next event into a vibrant business networking platform for your delegates using structured networking

TEchnology review Augmented reality how it can effect your events by Carolin Hart

Augmented reality is a form of digital technology which many industries are using nowadays to engage with customers in various life situations. Augmented reality is basically what the name suggests, a reality which is augmented, or simply built upon. Augmented reality is a multifaceted technology in that it has mobile applications and branches of itself, for example, holographic projections. These methods are current with the times and will progress as technology is still being researched as advances are happening rapidly in our society. Augmented reality is commonly used with mobile devices, the devices themselves being the item which allows the very manipulation of reality. This application of augmented reality is referred to as mobile augmented reality (MAR). When using augmented reality on a mobile device, the customer interacts with the phone, reality itself and also other sensory elements which can be imposed, if you will, onto the existing reality. This form of reality manipulation is thought to enhance what reality already offers to humans and to create a sensory rich scene. Augmented reality has many applications which have been useful in sports, video games, aviation and other miscellaneous activities. In such industries augmented reality has been helpful in training, simulation, convenience and experience enhancement. Within the events industry one can use augmented reality to provide the latter to an event, be it from a conference or to a live music concert. Mobile augmented reality is the most applicable form of augmented reality to the events industry because of the industryâ&#x20AC;&#x2122;s nature, being people-oriented. An event planner may choose to use an augmented reality mobile application, for example, to create another layer to a music concert allowing for a more interactive, memorable experience for the customer.

copyright metaio â&#x20AC;&#x201C; www.metaio.com There can be extra graphics or images used to give the customer attending that event something more pleasing to the eye. Another example of augmented reality being used is for a conference to perhaps get a new idea across and present more information through augmented visuals displayed in the mobile application. A fascinating use of augmented reality is when it takes the form of a holographic projection. This is a branch off of augmented reality and is simply another way to impose images on existing reality but is different from using a mobile phone application. Furthermore, there are systems available in the industry that create a virtual scene, or set, for example, on a stage at a presentation of sorts. This scene is essentially an interactive backdrop for the presenter on stage who is physically present. The concept can be perplexing at first but such is the case with any augmented reality technique. Experiencing augmented reality first hand is a great way of understanding the facets and possibilities it encompasses. Musion Systems Ltd, based out of London, United Kingdom, are innovators in the industry who use augmented reality and holographic projections. The animations the company can use through its holographic projections can be cartoons, virtual

TEchnology REview The idea and technology for augmented reality

copyright metaio â&#x20AC;&#x201C; www.metaio.com humans, physically present humans, or a mixture of the options. This leads to endless creative possibilities for presentations, conferences and other types of informational or educational events. Using branches of augmented reality such as holographic projections can indeed be beneficial for business to customer relationships and building upon them. Not only is there this advantage but using forms of augmented reality requires minimal equipment to get started, making it an attractive solution for companies looking for something new to offer customers. An additional perk from using augmented reality during your event is it also is beneficial to use augmented reality while advertising your event. When using forms of advertising such as posters, magazines and billboards, it is possible to create an augmented reality scene for each advertisement so that potential customers can experience more of what the event has to offer. This technique is convenient for the potential customer as the augmented reality scene is readily available to anyone using a mobile device, which is a good amount of the general public nowadays. This can help increase sales and turnout at your next event. The use of augmented reality in your marketing generates excitement and curiosity in the customerâ&#x20AC;&#x2122;s mind and perception of your event. In terms of marketing your event, augmented reality can also be an extremely profitable means of making your event known. It can save a significant amount of money which may have been used on media advertising or even posting information on the event to customers.

platforms has been around for a number of years, yet as technology moves forward almost on a daily basis, augmented reality holds a cutting edge and is constantly transforming and blossoming. Current applications and prototypes are being introduced into our society regarding augmented reality. The worldwide company familiar to many ears, Google, has recently publicised information on their new prototype for augmented reality glasses. Glasses of this type can be used in a large city for tourism and guided walks, for example. They can also be used on a daily basis by commuters and worn as a live informational service to alert if there are public transport or road closures. Following Googleâ&#x20AC;&#x2122;s publicity on augmented reality glasses, Oakley has also proposed the concept for their augmented reality glasses, more specifically for athletes however. In addition to the aforementioned ideas and applications of augmented reality, it is important to note its versatility. It is still being experimented with and will be for a number of years as organisations see how they can use augmented reality to benefit their own business and as technology in general progresses. Directions with augmented, real-time street maps are in the works, as well as car augmentations. Even delving into the humanities, augmented reality can be used to aid in psychotherapy efforts to desensitise patients with tactile phobias of things such as spiders or mice. The beauty of augmented reality is that it adds to what life and events already have to offer. It does not entirely replace an event taking place but is an enhancement of that very experience the customer goes through. Augmented reality has become increasingly popular and is user-friendly as well. It is a fine form of technology and with the benefits it poses it should be considered for your next event. This is, afterall, the day and age of technology, so why not try to add a bit of augmented reality spice to your next event?

TEchnology review Interactive distribution of information and greener events The digital revolution has changed the way we consume and engage with information. Having to navigate an increasingly abundant amount of content, we have become more selective. For this reason, we evaluate the relevance of information we come across in just a few seconds.

In view of the scarcity of people’s attention, event organisers are being forced to better manage the content they want to deliver. To do this, it’s necessary to measure and monitor the impact of each piece of content distributed. Furthermore, people are becoming increasingly sensitive to the amount of paper wasted at events and trade shows, pressuring organisers to find alternative solutions to distribute information. With these challenges in mind and following the success of Poken devices, Poken launched the pokenTAG, an electronic sticker that allows the distribution of digital files offline. They can store presentations, PDFs, web page’s links, audio, videos, animations or any other type of multimedia files. Equipped with a Poken, event and meeting participants can collect these files with a simple touch. The information they collect becomes instantly available on Poken’s website, along with the digital business cards they collect.

T h e e v e n t s i n d u s t r y quickly realised it could benefit from the use of the devices. Coca Cola, Adobe, Microsoft and BMW are just a few of the major global brands that have been using Poken at their internal and external meetings and events. Poken’s technology is creating a new breed of meetings and events, which are more interactive and fun for participants, and provide organisers with invaluable insights to help them better organise and manage the distribution of content at their events.

Stop distributing information.

Start attracting leads through your content. Generate high quality leads based on people's real interest. Create a paperless event and save money on printing costs. Engage people using a variety of multimedia content. Measure people's interest about speciďŹ c topics or products.

www.poken.com 24

One-on-one New challenges for the Polish meetings industry by Slawomir Wroblewski

Polish Conference & Congress Association (PCCA) takes new challenges encountered in Meeting Industry in that country. The most important issues are to stimulate demand among customers on meetings services, the need for partnership and dialogue in conditions of increased domestic and international competition, and the challenges of new technologies. These and other topics will be discussed during the annual Business Mixer gathering representatives of all Poland’s meetings industry sectors, to be held June 14, 2012 at Mercure Grand Hotel in Warsaw. The main topic is “The future of conferences and congresses – the techniques and methods of ensuring the effectiveness of the meetings”. The special guest will be Mr Shuli Golovinski, CEO of Newtonstrand, the British company specialising in new technologies for the congresses. As the keynote speaker, he will present a lecture “How Generation Y & Z are going to change everything we know”. His book “From Gimmicks is the Value” is soon to be printed in Poland. The conference will attract more than a hundred people. The PCCA mixers are considered to be a great opportunity for education, and coordination of joint actions, as well as networking. In addition to the 80 PCCA members, there will be representatives of major partners: meeting planners from scientific and professional associations. PCCA aims to get the most of two huge national projects, which recently created the image of Poland as the business tourism destination: European Union presidency, which was successfully ran by Poland in 2011, and UEFA EURO 2012 Football Championship, which is coorganised together with the Ukraine. This resulted in a significant increase in investment in Poland’s

infrastructure. Several new multifunctional arenas have been built, serving both the sports and business events, as well as concerts and other large gatherings. The need to handle the events of the international and even the world rank contributed to the quest for innovation among the industry professionals, in particular for ensuring the effectiveness of the meetings, smooth communication with the clients, more and more openness to the needs of meeting planners, and the search for ways of achieving excellence for competitive advantage. In this field, PCCA cooperates with EFAPCO the European Federation of the Associations of Professional Congress Organisers (PCOs), which was founded ten years ago together with similar national organisations from several EU countries. PCCA gathers service providers and meeting planners from all over Poland. Exiting since 1998, the main purposes of the statutes include the professional education of its members, economic and political lobbying, and joint marketing actions. Slawomir Wroblewski, PCCA Managing Director www.pcca.org.pl

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FRESH. NEW. EXCITING. EVOLVING

WELCOME TO IMEX 2012

The meetings industry is a constantly evolving landscape – one that is relentlessly shaped by new ideas, new trends and new technology. Over the past 10 years, IMEX has continually committed itself to being the ultimate centre point where all these exciting opportunities converge, and the one place that has everything to help you stay ahead: Great business – We’re expecting over 3,500 exhibitors with 14,000 industry professionals to join us at IMEX this year. And you can be confident of the seniority of the suppliers and contacts you’ll meet – these are the people who can get the deal done.

Illuminating education – An unrivalled programme with around 100 seminars, workshops and campfire sessions – the most we’ve had, ever. We’re introducing a new programme; The Visionary Event Series, showcasing events that have pushed the boundaries of the meetings industry. And we’re also proud to present our Power of 10 Research Project – looking back at the last decade and considering the trends and developments set to influence the next 10 years. Effortless networking – With around 200 occasions for networking available, IMEX makes it easy for you to liaise with everyone in the meetings industry, enabling you to mix with suppliers, industry leaders, peers and colleagues from all across the world.

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