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February 13, 2013

White Paper: Mobile Event Apps



QuickMobile, which creates apps for companies like Google, Sheraton, Virgin, IMEX and more, has released a white paper about the benefits of using enterprise-wide event apps to maintain consistency in branding, security, privacy and flexibility.

Here are a few excerpts from the paper:


Of the more than 1.8 million meetings that took place annually, approximately 52 percent, or 1.27 million, are corporate events. Large companies may have hundreds, even thousands of events every year. A company typically hosts these gatherings with attendees representing customers, partners and employees. In many cases, each event is treated independently, from budgets and branding, to planning and printing. When planning multiple events within a large organization, a number of challenges can occur, such as inconsistencies in branding, overall security and privacy, flexibility, scalability, redundancies that may cost significant time and money, and addressing a multi-lingual audience.

Event owners are constantly looking for ways to improve their events’ return on investment while boosting value and improved experience for attendees. An active and engaged audience translates into higher quality meetings, better feedback and a stronger connection with the corporate brand. Mobile technology is a fundamental catalyst that is changing the way meetings are planned and managed, and is dramatically improving audience engagement at events around the world.

In large organizations, it can be difficult to track the activities going on in different departments, let alone in different buildings, cities and countries. Whether in sales, marketing, support or human resources, there is a constant need to get people together to facilitate innovation, conduct business, build relationships or train and inform employees. As a result, company meetings are often planned independently of one another, which can create a number of challenges for the organization.

Branding Suffers

With each department, branch, division or country planning their own events, branding, particularly corporate messaging and look and feel, can often suffer. Whether it is using an old logo, an unapproved tag line, the wrong colors or old brochures, they can distract from the corporation’s current goals and objectives.

Planning Glitches Proliferate

If the planning process is different for every event, organizers are likely to use different internal and external resources and processes to get things done. The company may have established meeting guidelines or an approved list of vendors that deliver products and services that meet corporate guidelines. If these guidelines are not followed or approved software vendors are not used, the planning process may result in poor work product and inconsistencies and redundancies that could ultimately cost time and money.

Budget Costs Spike

Planning meetings in silos means that meeting organizers miss out on the savings of negotiating contracts with vendors and suppliers or having enterprise-wide solutions for multiple events… savings that can reduce event budgets or allow event marketers to allocate more funds to other areas.

How Can a Multi-Event Mobile App Platform Help?

Mobile event applications were initially constructed following the pattern of traditional printed conference event guides – every year requires a new printed guide, so each year a new app is created. Many organizations plan hundreds; even thousands of events every year, making printing event guides a time-consuming and costly exercise. Mobile apps provide more flexibility for distributing information to event attendees, allowing meeting organizers to deliver real-time updates while engaging attendees with a variety of mobile tools, from networking and social media features, to surveys and games. Rather than developing a new app from scratch for every event, a single-branded enterprise event app can serve as a foundation for all company events.


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