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December 23, 2014

Americas: Year of the Backlash

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By Alison Hall

A few months ago I interviewed Scott Owens of Salesforce, the biggest name in customer relationship management technology (“The Dreamforce App: In Your Corner, Not in Your Face”). Owens is in charge of the event app for Dreamforce, the annual Salesforce event whose 130,000 attendees take over part of San Francisco for a few days.

Huge tech company + massive meeting = complex app, right? Not so much. Owens told me people don’t come to Dreamforce to look at their phones. All he wants the app to do is make the attendees’ physical experience better: help them find what they’re looking for, organize their schedules, connect with colleagues and partners. In short, he said, “I have empathy for the attendee.” It was a refreshing take on an event app, this idea of stripping it down rather than building bells and whistles.

Will 2015 be the year of the event app backlash? Find out at MeetingsNet.com...

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