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December 19, 2014
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The Future of Event Technology: Why Lanyon Purchased GenieConnect




Last week, event app developer GenieConnect was purchased by software company Lanyon, which previously acquired Passkey and merged with ACTIVE Network Business Solutions earlier in 2014.

For Lanyon customers, the merger aims to provide an improved mobile experience for managing events, empowering attendees, building loyalty and growing revenue. For event attendees, benefits can include increased engagement, real-time schedule updates and a more personal event experience.

RELATED: GenieConnect Bought Out By Software Titan Lanyon

GenieConnect is already integrated with many of Lanyon’s solutions, and the two companies have collaborated on several high-profile event programs. This, Lanyon President and Chief Strategy Officer JR Sherman told International Meetings Review, made the purchase a logical next step. 

Security was another important factor, Sherman added, as Lanyon manages business-critical data for more than 80 percent of Fortune 500 companies. “We make security our top priority,” he said. “GenieConnect...was the first mobile event app provider to be awarded with VerAfied Security Status across all of their Event Apps.”  

The Future of Event Apps and Event Technology

Lanyon’s software has traditionally been geared for desktop computers, so the acquisition is a key step for the company’s mobile-friendly future. “While there is definitely still a place for traditional desktop software (especially in the planning aspects of meetings and events), we have found that mobile is definitely the preferred choice for event organizers and participants while they are onsite at an event,” Sherman said. “The ability to access content, make schedule changes and provide feedback in real-time is a big benefit for participants. In addition, as more advanced technology becomes more mainstream--such as ibeacon and personalized recommendations--mobile will facilitate the next generation of added-value to the attendee experience. Planners benefit as well, having real-time access to participant data and being able to push updates and more easily engage with the attendees throughout the event lifecycle.”   

Still, the acquisition will not change how Lanyon develops its software, Sherman said, although the company will take "full advantage" of the mobile and attendee engagement best practices that GenieConnect has gathered over the last three years.
    
Going forward, he added, Lanyon will continue to add mobile solutions to its product offering, including specific elements that will help planners automate some aspects of their job. “Companies of all sizes are looking to consolidate their entire meetings, events and travel programs into one suite of solutions to provide enterprise-wide transparency of spend and customer data,” he added. “Event technology is now at a point where it can support the management of events and meetings of all sizes, which in turn helps to identify areas to save money, grow revenue and measure ROI.”    


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About the Author: Jena Tesse Fox

Jena Tesse Fox


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