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February 25, 2013
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Top predictions for the Event App Industry


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Getting the most out of an event is always a priority, which is why Reed Travel Exhibitions has worked with Genie Mobile to deliver a multi-event mobile app which will maximise productivity for attendees of all IBTM Event Shows. To find out more about the top trends in event app technology, the AIME Daily asked Michael Douglas, operations director at Genie Mobile, creator of the IBTM multi-event app, for his top predictions for the year ahead.

1. Mobile platforms will cease to operate in isolation

App providers will be expected to deliver a solution which is compatible with both the web and tablets. This will become a standard requirement in 2013 as attendees realise the benefits of streaming and accessing information on all devices from the desktop to any mobile device.

2. Events are going mobile and as a result, apps will become the norm at all events

Just as pre-registering for an event online has become standard, so will downloading an event app. Apps give attendees instant access to all of the event information that they need.

3. Customers will continue to expect greater return on investment from their event apps

The app will play a much greater role in the marketing arm of every product it is attached to, and all event apps will be expected to deliver direct business leads, audience insights and clear brand/ message recognition.

 

4. Multi-event apps will supersede single event apps

Multi-event apps allow organisations to provide a single app, which can be used for multiple linked events, which saves considerable time on the planning side. A multi-event app requires a one-time download from attendees, and serves as an ongoing resource centre for information.

 

5. The quality of the solution and the service delivered to the client will trump the individual features

Too many event apps are poorly delivered and as a result, quality and service will become key selling points for app vendors.

6. Customers will look to reduce the number of tech suppliers

Customers are currently working with multiple suppliers for services such as website, registration, floor plan and audience response. Increasingly customers are favouring vendors who can offer a more complete package.

7. Customers will begin to use the event intelligence gleaned from apps to grow their business

Event apps are not just a tool to benefit attendees; they also provide invaluable information for the customer which can be used in the planning of future events. An app can produce information on effective marketing, enhanced event design and segmented marketing.

8. Customers will understand more the difference between tablet and smartphone use around events and seek solutions that distinguish between them

The consumption of various types of data – messages, PDFs, whitepapers and video – varies depending on the device used by attendees. Customers will have to cater for this when planning their app by including smart device marketing and segmentation.

9. Show floor tracking and the ability to understand movements of participants within the event will become common

Increased flexibility and access to technology means that event organisers can now track and analyse movement patterns around their event.


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