Predictions for the Mobile Event App Industry in 2015 - Plus more than 25 predictions from 8 of the industry's leading thinkers
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Predictions for the Mobile Event App Industry in 2015 Plus more than 25 predictions from 8 of the industry’s leading thinkers
7 PREDICTIONS FOR THE MOBILE EVENT APP INDUSTRY IN 2015
FOREWORD
Embrace the change
The meetings and events industry is no The answer lies within the new technology
stranger to the winds of change. Certain itself. To a large extent, all it really does is
forces – air travel costs, site labor rates, the push us to get a better understanding of our
global economy, national security, and ebola customers’ needs. In this era of personalized
outbreaks – are well beyond the control of commerce and information, the more you
meeting and event professionals. Others, like know about your attendees and guests, the
new technology, are to some degree optional, better you can select the tools to help them
yet they generate increasing pressure on event succeed. And if they succeed, so do you.
design and budget. Consider new services
such as Uber and Airbnb as two forces of Bringing on new technologies requires vision,
disruption in the hospitality sector that can but it also requires a grounded approach in
and are changing how our business operates. order to fit the ‘new’ in with the ‘old’. The first
These services couldn’t have existed five years step is to re-evaluate what you think you know
ago. Now they’re an undeniable part of the about your attendees. Go ahead…ask them.
hospitality landscape. And not just your best customers. Dig deep
and listen closely to what you may not want
The natural human and organizational to hear. It’s the only way to get a true sense of
approach to change is to embrace it what you need to do next.
incrementally, if not resist it entirely. Too much
change in an organization and you run the Once armed with this knowledge, you can
risk of alienating your core constituents. Too embark on the search for the right technology
little change, and you get branded with the solutions. Here too you will need a game plan
phrase “legacy” – clearly not a compliment. to navigate the wealth of information available,
So how do we walk this disruption tightrope which can easily overwhelm if you’re not
successfully? How do we embrace change prepared.
without alienating our core customers?
2
7 PREDICTIONS FOR THE MOBILE EVENT APP INDUSTRY IN 2015
Social media is a great place to start, but it’s Stay up to date on the trends - but don’t
easy to get lost in the sea of posts, shares and blindly follow them
comments. Everybody has a megaphone, so
you need to have a good noise-cancelling tool Time management is key - any amount of
at your disposal. time can be productive, as long as you stay
focused
Are you ready to embark on your pursuit for
innovation and disruption? Here are some Introduce 1 or 2 new tech tools a year -
suggestions to help you prepare for what lies don’t overcrowd the water
ahead.
A slow and steady approach to change will
Join at least one meetings and events help you push through resistance and win the
online community - leap out of your inbox support of both your team and your attendees
and into the social space and participants. The net result will be a better
understanding of what tech tools and other
Engage continually - but remember that opportunities matter most to you and your
listening is often more important than speaking audience, and which ones will have a lasting
positive impact on your events.
Create a digital parking lot - that app or tool
that will be your storehouse of information you
need to review, but can’t do right away (I use
Evernote & Pocket) James Spellos, CMP
President, Meeting U
Develop your trusted resources - and be http://www.meeting-u.com
aware of the noise
3
7 PREDICTIONS FOR THE MOBILE EVENT APP INDUSTRY IN 2015
Content
05 Introduction
07 Prediction 01
Large enterprises will accelerate their redesign around mobile
11 Prediction 02
The enterprise meetings ecosystem will begin to go mobile
17 Prediction 03
Mobile apps get even more personal
20 Prediction 04
Evolving mobile analytics will validate face-to-face meetings of every size
22 Prediction 05
Mobile makes the year-round community a reality
25 Prediction 06
Audience response systems get serious
29 Prediction 07
Emerging technologies like LBS and wearable computers will grow, but slowly
32 Predictions from around the M&E Industry
42 Conclusion
4
7 PREDICTIONS FOR THE MOBILE EVENT APP INDUSTRY IN 2015
Introduction
By all accounts, 2014 will be considered yet the smaller meetings side of the market that
another growth year for mobile event apps. As looms massively below the surface. This
the technology landscape continues to shift, latter segment accounts for the vast majority
with new ideas and new vendors entering of corporate gatherings that take place
the market almost daily, there are no signs throughout a given year, without all the pomp
that 2015 will see a slowdown, although it and circumstance of large flagship meetings
is a challenge to determine precisely how it and events. This is where mobile is set to
will unfold. Being the optimistic and fearless make substantial inroads, yet for very different
thinkers that we are at QuickMobile, we’re reasons than in the former segment.
excited to put our name to yet another set of
predictions for mobile event technology in the According to recent research, planners in the
coming year. first segment use mobile apps as a powerful
and convenient way to enhance the attendee
For 2015, we considered two distinct industry experience, reduce paper consumption and
segments. The first is the traditional events acquire deeper insight into attendee behavior.
world, comprising the event planners and Planners in the enterprise segment are also
marketers who manage large trade shows motivated by these factors, but equally and
and conferences, and the creative agencies perhaps more so by the fact that mobile is
and consultants that support them. The emerging as a vital platform for day-to-day
other segment comprises the emerging business operations.
world of enterprise meetings and events,
5
7 PREDICTIONS FOR THE MOBILE EVENT APP INDUSTRY IN 2015
for the enterprise,
mobile is an
operational
imperative,
not an add-on
This is the leading edge of the ‘Mobile
Source: NBC News and The Associated Press
Mind Shift’, as Forrester Research calls http://photoblog.nbcnews.com
it – where mobile technology is completely
©2013 Forrester Research, Inc.
redefining how work is done across the entire
organization, not just for meetings and events.
For the enterprise, mobile is an operational
imperative, not an add-on. For this group,
mobile apps will – because of their success
in larger meetings and events and a host of
other reasons – become standard issue for a WITHOUT
vastly larger scope of meetings that take place
across the organization. FURTHER
It will be increasingly difficult to tell these ADO,
two segments apart by this time next year.
Whether it’s the corporate meeting planner or HERE
organizer, or another key stakeholder in Sales,
HR, IT, Operations or elsewhere, mobile apps ARE
will find their home in the enterprise, rendering
meetings more effective and forging the bonds OUR
of community like no other technology before.
PREDICTIONS
FOR 2015
6
01
7 PREDICTIONS FOR THE MOBILE EVENT APP INDUSTRY IN 2015
UNIFICATION
OF TRAVEL AND
MEETINGS AND
THE GROWING
IMPORTANCE
OF STRATEGIC
MEETINGS
MANAGEMENT
WILL DRIVE
LARGE
CORPORATIONS
TOWARD
A SINGLE,
ENTERPRISE-
GRADE MOBILE
APP PLATFORM
7
7 PREDICTIONS FOR THE MOBILE EVENT APP INDUSTRY IN 2015
Mobile-first strategy combined with persistent
demand for operational efficiencies will bring
about consolidation in mobile procurement
and inspire broader adoption
There are many reasons why large
organizations will seek better coordination B2B
between their previously independent travel MARKETING
and meetings teams, all of which come down BUDGET
to four fundamental drivers:
1. Organizational restructuring
2. Operational efficiency
3. Spend management
4. Mobile First initiatives NEARLY
In a 2012 Global Business Travel Association
(GBTA) survey of corporate travel managers,
43% of respondents said they were taking EVENTS
on increasing responsibility for meetings, in
addition to managing their company’s travel
requirementsi.
Cost control and operational efficiency are Events
standard objectives regardless of industry,
company or department. Events are a prime Events make up the largest portion of an
average B2B marketer’s budget
target since, according to Forrester Research
and the Business Marketing Association, they
make up the largest portion of an average
B2B marketer’s budget at nearly 20%ii.
i
8 http://adage.com/article/btob/b2b-marketing-budgets-set-rise-6-2014-forrester/291207/
ii
GBTA Travel Management Compensation and Benefits Survey, 2012
7 PREDICTIONS FOR THE MOBILE EVENT APP INDUSTRY IN 2015
to be truly effective, the newly
integrated operating unit will
need more uniform processes
and technology to carry out
day-to-day business
For large enterprises, the greatest cost-saving
benefits accrue from efforts that apply to
multiple departments, teams and workgroups.
SMMP
STRATEGIC
Under pressure from these forces of change,
the meetings and travel functions at large
MEETINGS
and mid-size organizations will become
increasingly enmeshed. To be truly effective,
MANAGEMENT
the newly integrated operating unit will not
only need new processes to achieve spending
discipline, they will also need more uniform
technology to carry out day-to-day business.
PROGRAMS
Alongside consolidation of Travel and Meetings
is the rise of Strategic Meetings Management
Programsiii (SMMP). SMMP was coined by
the Global Business Travel Association in
2005 to describe the emerging discipline
around spend management for large-scale
meetings and events. By directing corporate
meeting managers to comply with centralized
procurement policies, organizations will be
increasingly motivated by financial controls
to use assets and resources more cost-
effectively.
iii
9 For a simple guide to getting started with SMMP, go to
http://meetingsnet.com/strategic-meetings-management/getting-started-strategic-meetings-management-programs
7 PREDICTIONS FOR THE MOBILE EVENT APP INDUSTRY IN 2015
a multi-event platform offers the
flexibility and scalability required
to support a broad mix of meeting
types and locations
A multi-event platform that lets organizations a result, 2015 will be the year that the multi-
achieve economies of scale for their mobile event app platform overtakes single event app
apps fits perfectly with the SMMP model, deployments.
offering the flexibility and scalability required
to support a broad mix of meeting types and The more mission-critical the technology
locations. - the underlying theme for most of our
predictions - the greater the expectations are
Today, mobile apps are used at a wide regarding performance, compliance, security,
range of meetings and events, from trade scalability, flexibility and vendor capabilities
shows and sales kickoffs to incentive regarding service and support. Justifying an
trips and annual general meetings. Travel investment in a single, enterprise-wide mobile
plays a critical role in all of these – hence app platform will require assurances that the
the inevitable consolidation. Driven by chosen platform and its supplier can deliver
administrative efficiency and fiscal prudence, on everything from the initial sales process
large enterprises will have even more reason to deployment, content creation, and access
to settle on a single, scalable platform that control, alongside the standard requirements
can handle all its meetings and events. In for long-term maintenance, upgrading and
fact, adopting a single, company-wide mobile support.
app platform will soon be required, and as
1002
7 PREDICTIONS FOR THE MOBILE EVENT APP INDUSTRY IN 2015
THE
ENTERPRISE
MEETINGS
ECOSYSTEM
WILL BEGIN TO
GO MOBILE
117 PREDICTIONS FOR THE MOBILE EVENT APP INDUSTRY IN 2015
More and more meetings and events of every
shape and size will go mobile
As a direct result of the outcome of the first
prediction, mobile apps will be increasingly
common at smaller meetings – down to
gatherings of 100 people or less who
assemble under a common cause for as little
as half a day. As stated in a recent report
from IBM, there should be no doubt that
mobile brings with it immense transformational
potentialiv. Here are several reasons supporting
this prediction:
mobile technology is
1. Apps are the new normal. Every becoming increasingly
corporation is expected to adapt to the New
World Order of “Bring Your Own Device” mission-critical to
(BYOD), integrated back-office applications events and meetings,
with mobile services and 24/7 access, new
content formats, responsive web, social driven by three
engagement, secure infrastructure, paperless unstoppable forces:
sustainable business practices and a new
focus on ROI and real-time access to analytics end-user adoption,
and business intelligence. There are 2.5
quintillion bytes of data generated every day,
utility, and
and mobile devices are generating more and operational
more of that data. Mobile is now ubiquitous
and the end-user is increasingly sophisticated,
transformation
often reliant on their smartphone in all
environments and situations.
iv
12 The Individual Enterprise: How Mobility Redefines Business. IBM Institute for Business Value, July 20147 PREDICTIONS FOR THE MOBILE EVENT APP INDUSTRY IN 2015
Figure 1. Examples of How Mobility is Impacting How Organizations Conduct Business
context-driven
interactions
customer marketing
management & sales
augmented location-based
reality marketing
research &
development MOBILITY supply chain
borderless mobile
workforce tracking
talent finance
management management
instant
expensing
2. Mobile is one of the four pillars Source: The Individual Enterprise: How Mobility Redefines Business.
of SMAC, the new business IT paradigm. IBM Institute for Business Value, July 2014
SMAC stands for Social, Mobile, Analytics and
Cloud, the four pillars of business innovation
today. CapGemini, one of the world’s foremost
providers of consulting, technology and
outsourcing services, states that SMAC will
“redefine enterprise IT and will remain the
driving force of enterprise-level IT for decades
to comev.” Smartphones, tablets and apps
are key components of the SMAC technology
stack.
3. As a direct result of the first two points,
it will soon be easier to run a meeting with
an app than without one. This, combined
with increasing green initiatives, will make
mobile apps more valuable for meetings and
events.
iv
13 http://www.capgemini-consulting.com/resource-file-access/resource/pdf/cc_accelerate_your_transformation.pdf7 PREDICTIONS FOR THE MOBILE EVENT APP INDUSTRY IN 2015
4. Cost < Benefit. Finally, the value of MEETING TYPES
the enhancements that a mobile app lends to
these types of events will outweigh the cost
and effort of acquisition and setup. EMPLOYEE ONBOARDING
SALES CONFERENCE
All this is to say that mobile technology
is becoming increasingly mission-critical CORPORATE RETREAT
to events and meetings, driven by three HOLIDAY PARTY
seemingly unstoppable forces: end-user
AWARDS CEREMONY
expectation and adoption, simple utility, and
operational transformation. These three forces TRAINING WORKSHOP
are proof enough, together offering ample EDUCATION SEMINAR
evidence of positive return on investment by
which any venture must be judged. TEAM BUILDING
INCENTIVE TRIP
According to the best available estimates,
LEADERSHIP OFF-SITE
mobile event apps are nowhere near
mainstream yet. While usage ranges from 60 BOARD MEETING
to 63% for at least one event among meeting
ANNUAL GENERAL MEETING
planners and marketers – rising to as much
as 92% in the corporate sector – these figures COMMITTEE MEETING
don’t provide any indication of potential
market size. They do not take into account the
rest of the planner’s event portfolio, and the
millions of other meetings that take place every
147 PREDICTIONS FOR THE MOBILE EVENT APP INDUSTRY IN 2015
the digital and mobile shifts now underway
are ushering in a new era of data-driven
measurement and intelligence, helping planners
demonstrate their value and impact
in ways previously not possible
year without a mobile app. This vast market digital age would render them irrelevant, will
is largely untouched, except by the most thrive, much less fade away. While reasons for
innovative and industrious early adopters. their continued relevance might be different,
the fact remains that meetings and events
However, our experience with clients using are here to stay. Rather than render them
our multi-event platform reveals that this vastly obsolete, the digital and mobile shifts now
untapped segment of the meetings ecosystem underway are ushering in a new era of data-
is starting to take note of the benefits of mobile driven measurement and intelligence, helping
technology. For some organizations it is about planners prove the value of face-to-face
extending the use of existing technology; for events. The contribution of gatherings of every
others, it is about embracing the new 24/7 shape and size can now be measured and
mobile work style, where employees, partners reported on in ways not previously possible.
and clients are spending more and more of That alone could secure the future of mobile
their time. Whatever the motivation, more and apps for events and meetings.
more organizations are beginning to look at
how mobile can be used for smaller meetings, In 2015, the full scale and scope of corporate
not just the high-profile ones. meetings and events will be revealed, although
the mobile potential will take longer to fully
Smaller meetings tend to be more materialize. As this prediction and the one that
spontaneous and more focused, and need precedes it become a reality, organizations
fewer large-scale resources to run. They are will require a truly enterprise-grade platform in
necessary, permanent fixtures in corporations order to handle the volume, variety and overall
of every size. A recent report from American workload that will unquestionably materialize.
Express Meetings and Events reveals
that the larger flagship events, marked for
obsolescence by many who thought the
15CASE STUDY
Since separating from
ConocoPhillips in 2012, Phillips
66 has embraced technology to
project a more modern corporate
image. Introducing a mobile
event app by QuickMobile at
its revitalized 2013 national
convention was a key part of its
strategy. A 98% approval rating
suggests it paid off.
View Case Study
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7 PREDICTIONS FOR THE MOBILE EVENT APP INDUSTRY IN 2015
MOBILE APPS
GET EVEN MORE
PERSONAL
177 PREDICTIONS FOR THE MOBILE EVENT APP INDUSTRY IN 2015
What started in 2013 and 2014
will accelerate in 2015
A year ago, we predicted that mobile apps
would get personal, referring to how they
would ‘recognize’ attendees when they log
in, allow them to personalize profiles and
schedules, help them find like-minded people
to connect with, point them to sessions
and exhibitors in which they might be
interested and much more. Much of this is
accomplished by app design and engineering
as well as through integrations with third-
speakers, exhibitors,
party technologies, location-based services sponsors, suppliers,
and other add-ons that help create the
personalized experience.
and of course,
planners, benefit
For 2015, the definition of personalization
extends to include recognition of different
from distinct
types of app users. Attendees traditionally get app content and
the lion’s share of attention when it comes
to app design, but other personas including functionality tailored to
speakers, exhibitors, sponsors, suppliers, and their unique needs and
of course, planners, would all benefit from
distinct app content and functionality tailored objectives
to their unique needs and objectives.
187 PREDICTIONS FOR THE MOBILE EVENT APP INDUSTRY IN 2015
EXAMPLES OF
STAKEHOLDER PERSONALIZATION
• A speaker should be able to see who • An event sponsor could use the app to
signed up to attend her session, and should access real-time analytics for their in-app
be able to communicate with attendees banner and profile page. They could also, if
directly through the app. The speaker should permitted, use it to send timely messages to
also be able to manage her profile and add an specific targeted attendees about upcoming
updated presentation document to her session contests and sessions. Think of all the ways
listing. an app can be monetized, and then imagine
• Exhibitors should be able to see which the app as the access point for managing the
attendees have visited their profile page in various campaigns.
the app, and who has added them to their
personal exhibitor list. They should also, with As for attendees, app functionality aimed
the organizer’s and attendees’ permission, be at elevating their experience and satisfying
able to communicate with opt-in attendees their unique needs will continue to expand.
directly through the app. Today, there is very little an attendee can do
• An event supplier, for example an audio- to change the way the app performs, what it
visual company, could use the app to initiate displays, and what it measures. Tomorrow,
equipment orders from exhibitors, and receive personalization will extend to every aspect
support requests. They could also use the of the app, allowing attendees to optimize
app to communicate with event staff and their on-site experience. On the back end,
coordinate equipment setup and delivery organizers will deepen their understanding of
schedules. They would not need access to attendee preferences and habits, using the
attendees or any content intended for them. app’s data and analytics to adapt and tailor the
event to better suit the attendees’ needs.
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7 PREDICTIONS FOR THE MOBILE EVENT APP INDUSTRY IN 2015
A NEW AGE
OF MOBILE
ANALYTICS WILL
HELP QUANTIFY
THE VALUE OF
FACE-TO-FACE
MEETINGS AND
EVENTS
207 PREDICTIONS FOR THE MOBILE EVENT APP INDUSTRY IN 2015
Event owners will begin to measure the tangible
impact on productivity and innovation
While the concept of analytics and business
intelligence may be well practiced in other parts
of the enterprise, in the meetings and events
space these ideas are less mature. The truth
is the mobile event app industry has only just
scratched the surface, starting off with the
ability to demonstrate the value of the app, and
less so the value of the event. There is a wealth
of precious data that can help quantify the
rich interactions between event stakeholders
– organizers, attendees, speakers, exhibitors,
and sponsors – but the ability to analyze and
evaluate it has only just begun. As one familiar example of where this data
can be used, consider the large breakout
In 2015 a new age of analytical sophistication session. A speaker gives a presentation, a
will begin to emerge as business analysts and few people ask questions. Over time, more
social scientists begin to apply their knowledge and more people tune out. Before the mobile
to the realm of meetings and events. This app, the speaker had very few tools beyond
will be driven by the enterprise, where time charisma and a booming voice to disrupt this
is money and the need to understand how natural process. Today, the app can retain the
employees use their time is insatiable. They will audience’s attention through participation in
recognize how mobile technology provides the live polls, discussion groups, comments and
most comprehensive view into an employee’s ratings. These tools provide significant new
interaction with content, other employees, communication and engagement features for
and other internal systems across virtually speakers and meeting organizers, creating a
every aspect of the business: productivity, new dimension of influence and control, and
innovation, strategy, product development generating valuable metrics that extend right
velocity, service, internal culture and more. down to the individual attendee.
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7 PREDICTIONS FOR THE MOBILE EVENT APP INDUSTRY IN 2015
MOBILE
MAKES THE
YEAR-ROUND
COMMUNITY A
REALITY
227 PREDICTIONS FOR THE MOBILE EVENT APP INDUSTRY IN 2015
Events of every size will thrive beyond
their conventional 2 or 3 days of influence
An event is a gathering of like-minded people,
for a specific moment in time. A mobile
app greatly enhances the networking and
collaboration opportunities of any gathering,
helping all stakeholders accomplish their
intended objectives, but it can also sustain
and nourish the connections long after an
event wraps up. This is how communities are
created, existing naturally beyond the brief
moment in time of an event.
As planners gain experience with mobile Many QuickMobile clients use their multi-event
apps – many of whom are now using an app ‘container’ app to share content with their
for the second or third time at their events – attendees all year long. From photo albums to
they’ll begin to take advantage of all the ways blogs, news and other information, the app is
the app can sustain the connection to and a community catalyst, bringing people together
between their attendees before, during and and keeping them in the loop 24/7, wherever
after the main event. From document sharing, they may be.
polls and surveys to push notifications and
message boards, there are countless ways The end result will be a mobile community
for communities to keep in touch via the app. that uses the event for its obvious face-to-
Even if event participants decide to take the face experiential value, but continues to share,
connections they’ve made at an event ‘offline’ connect and collaborate via the app wherever
and keep in touch outside of the app, they and whenever it needs to. This will be
will still use the app as a source of relevant, facilitated by the increasingly pervasive mobile
contextually meaningful content. lifestyle, happening at work, home and play.
237 PREDICTIONS FOR THE MOBILE EVENT APP INDUSTRY IN 2015
CASE STUDY
While their 2014 World Education
Congress may have ended,
MPI continues to engage with
its members all year long via their
QuickMobile multi-event app. Users
can access and share recorded
session videos, articles and other
content to inspire year-round learning
and networking. MPI uses push
notifications to inform members when
new content is available. There is even
a link to the 2015 registration website
to keep next year’s event top of mind.
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7 PREDICTIONS FOR THE MOBILE EVENT APP INDUSTRY IN 2015
AUDIENCE
RESPONSE
SYSTEMS GET
SERIOUS
257 PREDICTIONS FOR THE MOBILE EVENT APP INDUSTRY IN 2015
ARS and mobile event apps
are a natural fit
2014 saw a flood of new audience response
systems (ARS) hitting the market, ranging
from stand-alone mobile polling solutions to
innovative live audience tools. Several app-
integrated solutions were also launched to
enable better audience engagement during
keynote addresses and breakout sessions.
Audience engagement has been a mantra
of mobile event apps since their arrival on
the scene in 2008. But it wasn’t really until
mobile devices hit a critical mass of market
adoption that event apps really caught on
and mobile ARS started to find its legs. As
smartphones and later tablets revolutionized
communications, both supply and demand
have increased for solutions that better involve
live audiences in sessions and workshops.
Reflecting back on our second prediction –
the expansion of the mobile event market
whatever the event
into smaller meetings and events – we type, nothing speaks
believe ARS will play a central role in helping
both attendees and organizers achieve
louder than the true,
their objectives at events of all sizes. For intentional voice of the
example, app-based discussions will stimulate
audience
267 PREDICTIONS FOR THE MOBILE EVENT APP INDUSTRY IN 2015
conversation, and polls will help keep people’s When fully integrated into a mobile app, ARS
attention and measure knowledge retention. achieves greater scale and simplicity. Point
solutions work well for events without an app,
Whatever the event type, nothing speaks but being able to create a unified experience
louder than the true, intentional voice of the for attendees and track usage within the
audience. Your app’s analytics will help, but context of the app’s general analytics is too
what you find there are inferred intentions. compelling of an argument to overlook. We
A straight-up answer to a survey or poll see mobile ARS enjoying widespread adoption
leaves nothing to the imagination. What’s in 2015. In fact, it’s one of the most promising
more, mobile ARS levels the playing field ways of enhancing audience engagement at
for all attendees, giving a voice even to the events of all shapes and sizes.
introverts who would never step up to a
microphone to ask a question and to those
participating from remote locations who
would otherwise be held silent.
277 PREDICTIONS FOR THE MOBILE EVENT APP INDUSTRY IN 2015
CASE STUDY
In May 2014, the Incentive
Research Foundation’s Annual
Incentive Invitational used live
polling and discussions
during roundtable sessions
to let the audience guide the
conversation in real-time.
The result: broader and more
passionate engagement. Their
audience response system,
powered by Lumi Insight, was
built directly into the IRF’s mobile
app powered by QuickMobile.
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7 PREDICTIONS FOR THE MOBILE EVENT APP INDUSTRY IN 2015
EMERGING
TECHNOLOGIES
LIKE LBS AND
WEARABLE
COMPUTERS
WILL GAIN
TRACTION, BUT
SLOWLY
297 PREDICTIONS FOR THE MOBILE EVENT APP INDUSTRY IN 2015
For the vast majority of events and meetings,
iBeacons and wearable technology will move far
more slowly than the hype that will surround them
In April 2013, Google released a beta version
of its ground-breaking Google Glass wearable
device, primarily targeting Google operating
system developers and testers. The currents
that emanated from the launch were felt far With the release of iOS 8 and the iPhone
and wide, not least of all in the meetings and 6, Apple also announced a new cashless
events space. On September 5, 2014, it
payment system called Apple Pay. Apple
became widely available to consumers.
Pay will make retail transactions simpler
and more secure, a most welcome
Similarly, there was a lot of hype about
upgrade to current mobile payment
iBeacon when it first came out in late 2013.
and electronic transaction systems.
In reality, iBeacon was really just Apple’s spin
on location-based services that had been
We’re optimistic about the opportunities
around since 2010. There have been a number that Apple Pay brings to the events
of high-profile events that have embraced space, including simpler registration
iBeacon, but it has yet to make noticeable and payment for walk-up attendees,
inroads for the vast majority. spontaneous purchases and upgrades
during an event, and even an easier way
While some of our clients have been for exhibitors to sell goods and services
experimenting with these ‘new’ technologies, on site. This won’t have much of an
most event and meeting planners have been impact in 2015 as Apple Pay is far from
reluctant, either through a lack of knowledge ubiquitous and currently only available
of how to use them, doubts of their value, in the US, but it’s coming, and it is
concerns about privacy, or a number of yet another example of the inevitable
other reasons. change ushered in by the rise of mobile.
307 PREDICTIONS FOR THE MOBILE EVENT APP INDUSTRY IN 2015
Source: The Estimote Team Blog
http://blog.estimote.com
2012-2014 © by Estimote, Inc.
Google Glass is currently prohibitively technologies like iBeacon and wearable
expensive, and iBeacon and similar Bluetooth computers can elevate the event experience
technologies come with significant limitations for attendees and deliver real value. For now,
including complex setup, inconsistent ‘approach with caution’ is sound advice.
device compatibility and questionable user Setting clear expectations and understanding
experience across devices. Attendees often all the intricacies of an effective deployment
don’t keep Bluetooth on, and have voiced are vital to success.
concerns about privacy and spam. In an
industry that still struggles with reliable venue Looking beyond 2015, location-based
Wi-Fi and wireless networking, it’s not a services will become commonplace as
surprise to see these emerging technologies the industry and its suppliers evaluate the
enjoy a slow ride to adoption. true value proposition and learn how to
work within the known technical limitations.
This does not mean they aren’t worth a close Intelligent and personalized apps will be
look. It will ultimately depend on the nature better able to apply the right context filters to
of the event, the attendee use-case, budget, these technologies, helping to deliver relevant
available technical resources and meeting messaging and content in ways the user
objectives. With the right mix in place, new appreciates and values.
317 PREDICTIONS FOR THE MOBILE EVENT APP INDUSTRY IN 2015
PREDICTIONS
FROM AROUND THE
M&E INDUSTRY
327 PREDICTIONS FOR THE MOBILE EVENT APP INDUSTRY IN 2015
For 2015, we extended an invitation to several industry
pundits to share their thoughts on how technology
will impact meetings and events next year.
Some mesh with ours, some are
directly opposed, and still others
venture off into entirely unique
territory. Such is the nature of
trying to predict the future.
WHAT DO YOU THINK?
Join the discussion about
2015 mobile event technology
on Twitter at #QMpredicts
Editor’s note: The following predictions are the sole expressions of their authors, and do not necessarily reflect
the beliefs of QuickMobile
337 PREDICTIONS FOR THE MOBILE EVENT APP INDUSTRY IN 2015
Dave Lutz
Managing Director, Velvet Chainsaw Consulting
velvetchainsaw.com
1. Event technology decisions will get 3. Technology providers will get more
more strategic. Today, improved processes, consultative. The niche players who will have
internal efficiency, and data controls drive staying power will get much better at helping
many event tech decisions. More organizations their clients 1) develop business cases, 2)
are going to embrace putting the attendee create progressive paths for implementation
experience as a higher priority: Making it easier and adoption, and 3) connect the dots through
for them to engage, learn, buy and amplify the integration.
live event experience. Integration and process
improvement will still be important, but will 4. iBeacons will be no more than shiny
be trumped by the ultimate customer…the objects. Sure they’re cool, but organizers will
attendee. begin to realize that the benefits of utilization
for high level B2B events won’t cut it at the
2. Best in class wins over all-in-one. business case level. B2C events results may
Technology vendors that claim to do many or vary. Don’t believe this one, study the historical
all things events rarely become best in class path of RFID.
at any. Event organizers desiring agility and
brand differentiation will seek out the best built
for purpose technologies that align with the
positioning they desire with their target market.
They’ll figure out how to connect the dots on
the backend.
347 PREDICTIONS FOR THE MOBILE EVENT APP INDUSTRY IN 2015
Jason Paganessi, Ruud Janssen,
CAE CMM, DES
VP Business Co-founder,
Innovation, The Event Model
PCMA Generation
pcma.org eventmodelgeneration.com
1. For content delivery, experience 1. Event apps will begin to integrate with
tracking, location-based services are unified communications technologies
where it’s at. Imagine walking into a session such as HipChat and other communication
and really enjoying a relevant second-screen apps in order to bring the event app out of
experience, or using it for networking and “isolation”.
detecting other like-minded individuals.
2. The need for seamless browser/
2. Personalization using data and mobile integration of all event content
behavioral analysis. The goal is to have will grow. Event owners will seek to avoid
less user-initiated app interaction, instead replication of content in multiple places.
having the app tell them where to go and
what to do. Apps have to push personalized 3. Planners will begin to tap into easy
relevant content, not ask people to look for to use, visual event design tools (like the
it. It must understand both expressed and Event Model Canvas) as a new approach
implied interest, and react accordingly. to orchestrating the needs of various event
stakeholders. These tools will improve the
3. Usability is king. Apps are becoming way planners elicit the desired behavior
increasingly complex. Planners need to of these stakeholders, and will also allow
laser-focus on true user value. Some features vendors to integrate real data points into
don’t belong on an app. User Experience will service design to measure event ROI.
be king. It has to be intuitive right from the
download, with no tutorial or extra guidance.
357 PREDICTIONS FOR THE MOBILE EVENT APP INDUSTRY IN 2015
Carina Bauer
CEO, IMEX Group
imexexhibitions.com
1. The era of the stand-alone app is 3. Big data gets real. It’s not about Big Data,
coming to a close. Attendees are expecting it’s about deriving real business insights from
to see full integration with web databases and data. I am seeing events figuring out how to
registration systems. This seamless flow of track mobile usage of apps or simply location
information across devices (what I see on the of the users to make changes in real time. NFC
web is what I see in the app) is beneficial to and iBeacons are a part of this, but one that is
both the attendee, who only needs one login still being explored.
for all platforms, and the organizer, who no
longer needs to manage the manual updating 4. Apps will get easier to monetize. The
of data across multiple platforms. IMEX has business models exist but most events still
built these processes (using a sophisticated struggle in this area. I am seeing this becoming
API) in to the new app. Appointments made on much simpler to sell to sponsors as business
the web are immediately available in the app, models shift.
and vice versa. Same for education, speakers,
exhibitor lists etc. 5. Backlash from bad apps or lack
of guidance. I still see many events
2. Analytics will emerge as the hidden implementing apps badly or not adequately
powerhouses of apps. These are the informing participants of the features. This
foundations of understanding users app means apps are underutilized. I see the
experience. As metrics and analytics evolve, younger generations rebelling against using
they will drive future development to create apps if they are not well integrated. The
niched app features to satisfy more nuanced functionality must be explained adequately
requirements. at events and users need to understand the
value-add of using a well-implemented app.
367 PREDICTIONS FOR THE MOBILE EVENT APP INDUSTRY IN 2015
Maarten Vanneste, Michelle Bruno,
CMM MPC
President, Writer
The Meeting Bruno Group
Design Institute Signature Events
meetingsupport.org eventtechbrief.com
One day, Wi-Fi will be reliable! I promise you. 1. Microlocation, primarily enabled by
One day it will. People will walk into a hotel beacons, will continue to impact the way
or conference center and without any hassle navigation, content delivery and networking
they will connect several devices to a wireless are orchestrated in meetings and on the
network. It will work at high-speed and low trade show floor.
stress. They will never be kicked out; they will
never have limited access, limited bandwidth 2. Peer-to-peer software solutions (such
or too many devices. One day we will as those used by Airbnb, Lyft and Uber)
comfortably use crowdsourcing systems and will emerge to address pain points and
all sorts of Internet dependent technologies, vulnerabilities within the meetings industry.
and we won’t even bother to check. One day. The lack of uninterrupted wireless Internet
service in some venues comes to mind.
Until that day, we need to be ready to
investigate, check, check again and bring 3. Specialized apps and platform
our own network and technical support developers will continue to flood into
in, whether we organize an association the meetings industry enabled by cloud
conference or a corporate IT user meeting. technology and open-source software.
Because we cant wait for the Wi-Fi to work.
We have to increase the value of meetings
and conferences now!
377 PREDICTIONS FOR THE MOBILE EVENT APP INDUSTRY IN 2015
Corbin Ball, CSP, CMP, DES, MS
Speaker, Writer, Consultant
President, Corbin Ball Associates
corbinball.com
1. BLE (Bluetooth low energy) and These analytic capabilities will also extend
iBeacon will provide a wealth of new to and interoperate with online registration
options for planners and participants. and membership management systems to
This technology holds great promise for provide greater personalization to participants
events with nearly all of the major event app and greater insight into their behavior (see
developers working on ways to incorporate. next trend). As mobile event apps become
However, planners and event app developers fully adopted in the business process, these
must take care to use iBeacons very analytic capabilities will likely be considered
judiciously -- to provide significant value to one of the most useful elements of the many
event participants. If attendees feel that this benefits they provide.
technology is an invasion of privacy with
no payback for them or a “pop up spam” 3. Big data will become a key component
device, they will simply turn off the Bluetooth of event marketing and design. Big data
reception or uninstall the app. seeks to combine data from widely disparate
sources in an aggregate form to spot trends
2. Analytics will emerge as one of the and make business decisions and to improve
most important benefits of mobile event customer interaction experiences (sell more)!
apps. The onsite meeting used to be the Big Data is “the next frontier for innovation,
“black hole” of event data management. competition, and productivity” according to
Today, mobile event apps offer an McKinsey Global Institute.
unprecedented amount of analytic data – a
goldmine of useful, real-time information to
improve the event experience! Every touch is
trackable!
387 PREDICTIONS FOR THE MOBILE EVENT APP INDUSTRY IN 2015
It is becoming possible to combine many 5. Bonus trend (a repeat from previous
streams of data generated during event years’ predictions): Despite the increased use
registration, web clicks, exhibitor interactions, of virtual meetings technology, face-to-face
mobile app activity, gamification, social media meetings and tradeshows will remain viable.
activity, surveys and more to gain insight to As long as attendees are informed, entertained
improve events and to facilitate personalization and fed, event hosts can keep them engaged
for event participants. for days. The opportunities for networking,
brainstorming, and relationship building are
4. Aerial (drone) video will provide new usually far greater at face-to-face events than
perspective for event photography (if online. For an exhibitor, it is often the best way
regulatory hurdles are passed). Convention to meet so many qualified buyers in such a
video has been around for decades, but it short time. For buyers, it is a great chance to
has typically been limited to tripod-mounted meet vendors of interest – all together in one
and handheld cameras providing static shots. location, categorized and mapped for your
This is about to change. Remote controlled, choosing.
multi-rotor helicopters (sometimes referred to
as drones), fitted with professional HD video Meetings provide a vastly richer, more
cameras with stabilizing mounts are providing targeted, and more focused learning
an entirely new prospective for event and experience than nearly any virtual meeting. To
meetings-related video. put it succinctly, there is no such thing as a
“virtual beer!”
397 PREDICTIONS FOR THE MOBILE EVENT APP INDUSTRY IN 2015
Joe English
Event Designer and Futurist
eventfuturist.com
1. Showrooming will Become THE Trend 2. Mobile Apps will Find Their Value in
in Event Marketing in 2015. We’re in the Events. Mobile Apps have been making
midst of grand change in the event marketing tremendous strides in the event space and are
world as Millennials become more important quickly becoming a “must have” for events.
to marketers. These experience-driven But the onus is still on event organizers to help
consumers are demanding more unfettered find valuable uses for apps as a part of their
and authentic hands-on experiences with event experience. Mobile Apps can easily re-
products. In 2015, event marketers will begin package content, such as agendas or social
to embrace the fact that “Showrooming” media feeds, but are they doing anything
will become the norm for event marketing. to add value over other traditional means at
The focus will turn from what we might think that point? In 2015, I believe we will start to
of as selling or educating towards creating hear event organizers seriously asking this
inspiring and interesting showrooms to make question and driving mobile apps to add new
their products shine, rather than leaving this in value to their events. This value will likely come
the hands of retailers. The use of technology, in connecting people with others of similar
environment and immersive experiences will be interest, facilitating idea interchange in new
key to differentiating these supreme showroom ways, or adding totally new interaction points
experiences from other retail or on-line with the content or event itself.
environments where consumers experience
products today. If by the end of 2015 you
aren’t hearing the term “showrooming” in your
LinkedIn Feed, I would be very, very surprised.
407 PREDICTIONS FOR THE MOBILE EVENT APP INDUSTRY IN 2015
3. Augmented Reality will Quietly Fade
Away From the Events Space. A few years
back, I couldn’t talk about the future of event
technology without being bombarded with
questions about how Augmented Reality
would fit into it. Augmented Reality has some
interesting uses, such as 3D visualization
of packaged products or in large keynote
sessions in which projection is a key part
of the experience. But I’ve always felt that
WHAT DO YOU
Augmented Reality wouldn’t catch a foothold THINK LIES
in the events space as more than a gimmick AHEAD?
and thus far this has been true. When we
consider that marketers will be making more
of an effort to provide authentic interaction
JOIN THE
with their products, then that leads us to think DISCUSSION
that there will be more hands-on with product ABOUT 2015
and less of a need for Augmented Reality to
show us what a product would look like “if
MOBILE EVENT
only” you had it in person. I think Augmented TECHNOLOGY
Reality is quietly settling away from the events
world for now, but it may be back when we
ON TWITTER AT
find a really interesting use for it in the live #QMPREDICTS
events environment.
417 PREDICTIONS FOR THE MOBILE EVENT APP INDUSTRY IN 2015
CONCLUSION
427 PREDICTIONS FOR THE MOBILE EVENT APP INDUSTRY IN 2015
technology and the mobile mind shift are
powerful forces of change across the
enterprise, and the meetings and events
category is no exception
Recent industry research has revealed that meetings of all kinds. There is room for a
while mobile apps are increasingly popular difference of opinion on just how important
with meeting professionals, there is still a some of the newer technologies like iBeacon
large gap between how they are being used and wearable computers will be, but one thing
and what they are capable of delivering. With is for certain: technology and the mobile mind
each passing year, these capabilities expand shift are powerful forces of change across the
further, offering greater impact and return enterprise, and the meetings and events space
on investment, and encouraging more event is no exception.
professionals to get on board. Large-scale,
flagship events and meetings continue to drive We at QuickMobile believe that the winds
demand. However the rising popularity of of change will continue to blow, creating
multi-event platforms – among other factors – unique opportunities for differentiation,
is encouraging more use of mobile event apps enhanced user experience, deeper behavioral
at smaller meetings as well. insights and a new frontier in measuring the
return on investment for meeting and event
2015 will be the year in which these professionals. It will be a challenge to find
emerging trends crystallize. Increasing app the time, focus and budget to adopt the new
usage, greater end-user sophistication mobile world order, but for those who do, the
coupled with improved user experience, and rewards will be well worth the effort.
strong initiatives to go mobile throughout
the enterprise will support the continued
expansion of mobile solutions for events and
437 PREDICTIONS FOR THE MOBILE EVENT APP INDUSTRY IN 2015
QuickMobile’s
Visionaries Craig Brennan
Chairman of the Board
Patrick Payne Praveen Gupta
Co-Founder and CEO COO & CFO
44
Robin Jones Robert Chen
CMO VP, Engineering7 PREDICTIONS FOR THE MOBILE EVENT APP INDUSTRY IN 2015
QuickMobile powers
more meetings and
events around the
world than any other
mobile app vendor.
Let us help you make
the most of your mobile
strategy in 2015.
request a demo
457 PREDICTIONS FOR THE MOBILE EVENT APP INDUSTRY IN 2015
www.quickmobile.com
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