New technological tool for event planners: Everything in one place!

Our article is entitled “Freeman Launches New Technology Suite for Event Planners”. Matt Alderton has written it and it is an extract from the web site www.successfulmeetings.com. It dates back to September 11st, 2012.

Freeman is an event marketing and production company that has recently launched the FTS (Freeman technology suite). It is a technologic platform made to make easier the event planning process and enhances the on-site experience for exhibitors, event planners, and meeting managers, throughout six specific tools:

freemanco.com

- Freeman online: "offers access to important show information and a simple way to order products and services online, including two new features: copy to order and a proprietary interactive electrical grid."

- Concierge Elite: "a mobile application that brings the service desk to exhibitors and provides show management real-time visibility to move-in and move-out activities."

- Plan tour: "web-based tool to plan and identify locations where banners and signage may be displayed within facilities throughout North America."

- Exhibit planner: "an online collaboration tool that simplifies management of exhibit programs, properties and services."

- Presentation management: "streamlines the organization of electronic speaker materials at meetings, conferences and events,"

- Passport: "soon-to-be-released planning tool that brings together the former Champion's Client Command Center (C3) and Freeman's iPlanner+ to offer a cutting-edge customer collaboration tool."

These tools enable to make quicker the process, and facilitate it before, during, and after the event.

We understand that nowadays, event organizers and clients are looking for efficiency and performance. Everything has to be planned, and well coordinated between the different stakeholders at each step of the event planning process. Obviously we know that this facilitation will be possible thanks to new technologies. Therefore Freeman (which is initially an event company) has created a specialized entity for technologies and permit to gather all resources the attendees (at least) need, in one place.

This unity will allow the company to develop its activities on one hand, and to be competitive on the other hand. Indeed, Freeman company could be one of the first in its field by innovating. Throughout the previous tools, we can notice that Freeman Company has well identified the current needs. For example, the “concierge elite” brings updated information and makes aware attendees of what is occurring during the event. At the same time, the “presentation management” enables to organize and make clear the framework of the presentations in real time. All considering, we can guess that the trends in the event planning process is to be aware of what is happening, who is here, and to be efficient.

To go further, we can refocus the article by mentioning that it is even more important for companies to be at the edge of the new technologies in order to keep up with the economic and customer need changes. Indeed the new main challenges that the industry is facing is the development of the new technologies to replace some kind of “face to face” event and the change of generation of event attendees which we can call the generation Y. Indeed to face these challenges even planner need to stay at the edge of the new technologies and adapt their event to the next generation of customer that is more demanding for efficiency, innovation and entertainment.

To conclude, this article could be summarized by the following key words that describe what technologies are bringing in the event industry (according to the new expectations, needs):

-        - Rapidity

-       -  Information

-      -   Performance 

   

   For more information : http://www.successfulmeetings.com/Conference-News/Presentation-Solutions/Articles/Freeman-Launches-New-Technology-Suite-for-Event-Planners/

   Marine Castel and Johane Grosjean 

Youlalight. Barcelona EIBTM 2012

Who is a “Virtual worker”?
This is a hologram. It is a virtual projection on a special glass or film. “The virtual worker” is programmed to perform posed to him functions – to promote your business products and services, to report the necessary information, attract the attention of potential customers, depending on your assigned task.
“Virtual worker” may have a human figure, or any other (animals, and the corporate character, and any other non-standard shapes). Video sequence of “virtual worker” may be associated with computer graphics, as well as photos and videos, and it perfectly complements worker’s speech. Any celebrity can be used as an actor for “virtual worker”.

Find out how you can promote your brand or welcome delegates to your meeting or event usingvirtual projection. This eye-catching platform is sure to draw attention in any setting. Dare to be different! 

How does it work?
•  Copywriters write the text of the advertising campaign, or factsheet;
• Customer chooses a model for a virtual worker from catalog or offers his own, it can be a pretty girl or a solid man, a teenager, an old woman, anyone;
• The next step is to choose the appearance, manner of speaking and behavior for the virtual worker, to select clothes, footwear, accessories, makeup, hairstyle;
• When all the details are approved by the customer, they start shooting. It is possible to add various special effects, sounds, signs, etc. upon request during the processing of video.
• Finally, experts create a media system; make installation and setup of all necessary parameters.

The advantages of “Virtual worker”:
• “Virtual worker” works 24 hours a day, without lunches and smoke breaks, it is never late;
• “Virtual worker” does not talk on the phone; it never gets sick;
• “Virtual worker” is always in a good mood and has no problems – always neatly dressed;
• “Virtual worker” does not annoy customers (visitors, clients) excessive obsession;
• “Virtual worker” creates a positive attitude towards the brand (trademark or company);
• “Virtual worker” attracts considerable interest as Know-How;
• “Virtual worker” may take any forms;
• Wide range of video content.

Where can it be used?
Media system “Virtual worker” will represent your company at various trade shows and presentations. Depending on the profile of your business, it will work on promotion events in shopping centers or at the entrance to the restaurant, bank and pharmacy.

Virtual Worker Media System is a silhouette of a human figure with the projected video image from the back side to this figure. Figure can be either human contour or other contours – it can be animals, and the corporate character and any other non-standard shapes.

Video sequence of Virtual worker may be associated with computer graphics, as well as photos and videos, and it perfectly complements worker’s speech.
In the production of Virtual worker they are creating a unique construction, design and adapt it fully to the clients’ needs. 

For operation with media system it is enough a standard outlet to connect the projector, media player and audio speakers.

Virtual worker may be quite small, height 30 cm. The principle of action is the same as in the standard one. Name of such project is Virtual Worker Mini Media System. There are several kinds, such as: stationary version, shelf or desktop versions; portable (in a transparent case) for presentations and demonstrations.

Technology of shooting video sequences
Actors are the only professional who have studied Acting technique at higher education institutions and have theater experience.
Professional video production studio conducts video sequence shooting of Virtual worker for us. The footage goes to the video editing engineers. Video clip is created by using special software.

Laser Cutting Technology
Materials from video sequence are used for making figures of Virtual worker as a result video does not dazzle the viewer, and light flow from the projector does not go beyond contours of the figures.
They use laser cutting technology to make a figure of Virtual worker and plexiglass rack. All structural elements are processed using high-precision device.
The construction is collapsible, making it easy to move Virtual worker.

Rear Projection Technology
Rear projection technology lies at the basis of Virtual worker media system. Due to the unique properties of the rear projection film, Virtual worker is able to show bright and contrast video. Viewing angle reaches 180 °, which provides coverage of a fairly large space and attracts the attention of a large number of spectators.
Rear projection film has a multilayer structure. A layer of microcrystals absorbs and repeatedly reinforces the directional light from the projector. Light from the projector passes through the microlenses of crystals and scatters at different angles in the direction of the viewer.

Few words to describe and promote this new technology:

* excitement

* interest

* profesional appearence

* novelty

* perfect knowledge of information

The objective of this new tool is to promote business products throught holograms. Youlalight sell his new product by saying that « virtual worker » will, compare to human being, work 24 hours a day without any problem. However, we think that even if technologies is the future of the event industry, the human contact is necessary and machines will never substitute humans.

*NeverTooLateToBeNewBrand*

http://youlalight.com/en/virtual_worker

http://www.eibtm.com/page.cfm/link=392

How mobile technologies influence business event?

Key word: Mobile App, Event industry, Generations

The constant evolution of technology during the last decade has generated new behaviors and influenced the way of organizing business meetings, especially concerning Smartphone and tablets. Mobile technology is very recent, its use has known a fast success, notably due to the new values that its main features create, mobility and instantaneity everywhere with a constant access to the web, which the wired environment cannot provide (Jeon, Lee, 2008). On the side of participants, it enhances networking, receiving up-to-date content and extra notifications about conferences and facilitates localization (Ball, 2011). For professionals, mobile technology helps and assists them with more flexibility and facilitates assessment of customer satisfaction, ticketing and enable a large and free promotion through social media (Ball, 2011).  Indeed, mobile and tablets use definitely increase the social impact of the audience, which is now a media relay. For example, tweet walls enable participants to interact, post comments and pictures thanks to app.

Authors have therefore shown that, just as the Web 2.0, and despite its recentness, mobile technology experiences an increasing popularity within the event industry (Ball, 2011). This is notably due to the new values that its main features offer, mobility and instantaneity everywhere with a constant access to the web, which the wired environment cannot provide (Jeon & Lee, 2008). Therefore, in a context of events, mobile technology is recognized as an efficient tool for everyone as it enhances the attendee experience and assists the meeting planners (Ball, 2011).  However, its utility and value is not yet recognized by the whole industry and great disparities remain regarding its management among meeting planners, as well as between meeting attendees and meeting planners. Applications dedicated to mobile and tablets are considerably changing business events. First of all, it facilitates communication with delegates; apps are an easy way to inform about all the program, ticketing or speakers in advance. But it gives also instantaneous information and notifications to drive visitors and keep them informed of the unexpected during the event (Ball, 2011). One of the best challenges for organizers is to be prepared to the unexpected. Apps for mobiles and tablets offer far more flexibility to inform attendees about last minute changes than traditional communication tools such as paper programs. Furthermore, applications offer better way-finding through interactive maps, floor plans and location-based services on mobile and tablets (Ball, 2011). It facilitates logistics, besides signage, delegates have all the clues to find easily their venues and conference rooms. Then, organizers can also propose online surveys for applications and obtain real-time feedbacks of the event (Ball, 2011). It enables them to evaluate the event, prove their success and return on investment to their clients and identify the points that they have to improve.  Those logistics aspects definitely facilitate event planners work and management on site, giving them more flexibility (Ball, 2011).

To sum up, professional of the event industry should take into account this new trend for organizing their event. However, it is essential to clearly understand whom organisers are targeting when they introduce new technologies in their event. In fact, there are different generations that are interacting at the same time and in the same place. In this way, it could be very interesting to clearly define the different generation and understand their proper needs and their way of communicating. 

http://www.corbinball.com/articles_technology/index.cfm?fuseaction=cor_av&artID=9020

M-commerce: Marriott’s fastest-growing channel

Marriott launched its m-commerce site in 2008. The group is part of the Web companies that generates tens of millions euros from this sales channel. According to the Top 300 of m-commerce delivered by Internet Retailer, Marriott ranked third among the most effective companies on m-commerce channel, with a turnover estimated at $144 million in 2011. In fact, Andrew Haynes, Director of Marketing and e-commerce at Marriott International, related that "Marriott now generates a large part of its revenue through mobile".

A trend for last minute bookings: People want to be able to search and book trips on their mobile devices, especially at the last minute. In fact, 47% of bookings made through the Marriott’s m-commerce channel are for same-day check-ins. Andrew Haynes announced that “customers want to be able to find and book a hotel while on the go”.

Apple Inc., Android and BlackBerry smartphones, comprise 99% of the smartphone traffic to Marriott’s websites. This performance is all the more remarkable that the Marriott applications for these devices have emerged in the United States in August 2011. Its m-commerce site now tries to create the richer multimedia experiences as possible through mobile sites and apps. The evolution has been faster with the launch of French, German, Spanish and Chinese applications in November 2011.

How does it work? The m-commerce site is designed to best suit the client’s expectations: an easy access from any phone with a web browser. The website is simple in design with buttons to tap to find and reserve a hotel or view reservations. Other buttons enable consumers to participate in a survey about the m-commerce site, access city guides and call to make a reservation. Thus, a user can make reservations - or cancellations - from over 3600 hotels and resorts group in 70 countries, closest to his position, thanks to the geolocation. In fact, we can understand that this application and the mobile site help the user in his choice, thanks to the display of photos, maps and amenities of all hotels.

Its success? Marriott has been able to adopt the right strategy, by choosing the appropriate media. The quality of the customer experience it delivers also makes the difference. According to Andrew Haynes, "studies have shown that the two main expectations of Smartphone users were able to check availability and reserve rooms directly at the last minute". It demonstrates that if Marriott has such a great success with m-commerce is because of the services it provides, which are closely linked with the needs of its customers, and also thanks to its constantly improved ergonomics. The hotel group Marriott has well understood that responsiveness and reliability are the main requirements of travelers. Thus, the group has been able to take advantage of that through a digital strategy that fully meets customer’s expectations.

Marriott has been able to anticipate new market trends and technological developments. This awareness of the digital inevitability has enabled the group to invest early in the Web. Indeed, the first version of its mobile site dates back to 2008. It is thanks to anticipation that they have such good results on this mobile channel. We can assess also that Marriott is customer-oriented. The company has always had the same imperative: to meet the basic need of the customer, anywhere, under any circumstances.

The future? Even if the group is showing very good results through this channel, it is important that Marriott continues to regularly update its website and mobile applications, optimizing and enriching them with new features to satisfy increasingly demanding customers.   

Key words: m-commerce, multimedia experiences, applications, smartphones, participation, geolocation, customer experience, digital strategy, satisfaction

For more information: http://www.ecommercemag.fr/Breves/Marriott-le-culte-du-service-client-46283.htm                                                         

                                                                            Mélissa Leverd & Chloé Mattei

Speed is key for retaining mobile site users, says Google

The use of mobile device by travelers has increased exponentially since 2009. Indeed, according to eMarketer (October 2012), the percentage of US Leisure Travelers using their mobile rose from 8% to 38 % in 2012. This trend is even more remarkable if we look at Business Travelers as 57 % declared using their mobile to look for information while they were only 25% in 2009. Business travelers are not only eager to look for information but also to book and check-in/check-out through their mobile device. Indeed, if made available 79% of US travelers would use their mobile for their check-in/check-out (eMarketer, July 2012). Considering this huge opportunity, getting in the m-tourism has become a priority for travel companies.

However, to get in is not sufficient, travel companies have to use it properly. Indeed, the first requirement of customers using their mobile is to have mobile sites or apps that load quickly. Indeed, Shane Cassells, online conversion specialist at Google and Dave Ambrose, senior director of mobile and social at Travelzoo, explain that customers are expecting more and more efficiency and are easily running out of patience. The speed of loading is determinant to retain customers and potential sales on this kind of devices. Indeed, considering the amount of apps, games and sites available on mobile, companies have to handle a market in great competition. Still, companies tend to have invested time in having a great design over getting an efficient and intuitive apps or sites.

Shane Cassells and Dave Ambrose provide some main points to follow to achieve a fast customer experience. In fact, the Google expert advices to privilege site to apps if companies can’t do both. He also recommends looking at site analytics to get to know what your customers is looking for. Moreover, he explains that the mobile site needs to be intuitive to enhance the customer experience, that considering the size of the smartphone the calls to action have to be big enough to be pressed using thumbs. Another important point that is stressed by Shane Cassells is to facilitate communication between companies and customers through, for instance, the incorporation of a phone number as a call to action so that customers just need to press the button to reach the company. Regarding interactive elements and animation, Dave Ambrose advises to choose HTML5 rather than flash.

Additionally of being easily accessible, Dave Ambrose, emphasizes the importance to have call to action that can be clearly identified. Thinking “mobile first” is also a crucial factor, especially when targeting last booking. Indeed, hotels are successfully converted into sales the visit on their mobile sites. In addition to last minute booking, it appears that generally, purchases operated through mobile device tend to be low cost.

The challenges that companies have to face when turning to m-tourism are plural. Indeed, the number of mobile devices (smartphone, tablet) as well as the different types of platforms (Android, Blackberry, iOS) obliges companies to a large investment of time, technology and money. It also forces them to be constantly up-to-date regarding novelties. Companies have now to deal with impatient and demanding customers that will easily put them aside. Thus, staying on track by being constantly on the look-out for the last technology will guarantee them consistent return on investment.

As m-tourism clearly targets Business travelers, travel companies should thus develop apps and sites that will fit with the specific requirements of this market. However, the full development of m-tourism can’t be achieved without reassuring customers regarding the use of apps or mobile sites to purchase, or provide private information. Indeed, according to a recent HRS (Hotel Reservation Service) survey, only 18.2% of interviewee would agree to buy a hotel room with their mobile. Even if m-tourism has risen as a new distribution channel, still, work needs to be done from the travel companies’ side to convince consumers to fully use this new channel.

Key words: m-tourism, mobile devices, apps, fast loading sites, business travelers, last minute booking.

More information can be found at:

http://www.travolution.co.uk/articles/2013/01/24/6385/speed-is-key-for-retaining-mobile-site-users-says-google.html#disqus_thread
http://www.eyefortravel.com/mobile-and-technology/smartphone-revolution-why-it-pays-keep-latest-technology
http://www.newmediatrendwatch.com/markets-by-country/17-usa/126-online-travel-marketv

Written by Estelle Bidon and Audrey Tatard

Trends in the Event App Industry: Multi-Event Apps

 According to Nielson, in America alone, smart phone ownership reached 54.9% in mid 2012.  Today, 2 out of 3 Americans who buy a new phone purchase a smart phone.    These technology trends are playing a major role in the ever evolving nature of events.  Apps that are used by either planners or attendees (or both) have become a common element in event planning and execution.  Sometimes, attendees may even expect an event to integrate apps.  Event apps are still relatively new, however, so planners are discovering how to include them in an effective and efficient way.  

An article in Event Industry News reports GenieMobile’s predictions for the event app industry in 2013.  Michaels Douglas, Operations Director at Genie Mobile, says they believe that apps will become a normal event element.  They also see trends towards multi-event apps and increased demand for ROI.  Below is a summary of the entire list of predictions for 2013:

1.Platforms will need to be compatible with web and tablets

2.Apps will become a normal event element

3.Greater focus on ROI

4.Rise in use of multi-event apps

5.App vendors will have to deliver higher quality products

6.Customers will use information collected from apps to plan future events

7.Customers will look for one supplier for apps services instead of multiple

8.Customers will need to create content with differences between smart phones and tablets

9.Augmented reality will replace QR codes

10.Show floor tracking for understanding participant movement

Obviously, staying updated on trends in the event app industry will be crucial for planners this year.  It will help them keep up with the rest of the industry and provide a better product to all involved.  It is important that event planners and their clients are aware of attendees’ demand for more technology integration during events in order to ensure ease and satisfaction.  They also need to know what kinds of devices their attendees prefer and how they are using them.  In addition, planners must be aware of new tools that are being developed to make app creation, use, and measurement of ROI easier.

Quickmobile makes this possible with the development of SnapApp.  This application allows planners to manage event content and supply attendees with a down-loadable app- all within one platform.  First, Quickmobile designs a master app for the client, with all of their needs in mind.  Next, the client and their staff are given access to the content management system and are able to customize apps for particular events.  Finally, event attendees download the master app and log in in for access to their event’s app.

This multi-event technology helps companies save time and money that would otherwise be spent on creating individual apps for each event from scratch.  It’s easy to use (perfect for companies without programming expertise or money to pay for it)  and attendees can even use it to create content.  Possible interactive content include photo contests, polls, sweepstakes, and personality contests.  

Apps may reduce attendee confusion during the event as well.   It is difficult for attendees to navigate the official event website on their smart phones through normal search engines.  Providing a well-designed app with all of the important information they might need for the event provides convenience and will, in effect, increase attendee satisfaction.  

Then, there’s the common concern of ROI.  With SnapApp, attendees are able to share content through the app on various social media sites.  The app then allows the company to view their performance analytics based on these activities.  There are still doubts about the accuracy of measuring ROI from apps.  At the moment, implementing best practices for measurement is necessary.  Observing the amount of attendee activity and use of the app, along with the amount of “likes” and “shares” will give the planner or client an idea of the effectiveness its effectiveness.


Contributed by Ludell Maggard and Yumeng Xie

           Article: Parry, A.  (2013).  Top ten predictions for the event app industry in 2012.  Retrieved from http://www.eventindustrynews.co.uk/2013/01/top-10-predictions-for-the-event-app-industry-in-2013/?doing_wp_cron=1359627817.1960639953613281250000#sthash.M2rVTY2j.JdNAbRbd.dpbs

          Other sources:

http://www.quickmobile.com/snapapp

http://blog.nielsen.com/nielsenwire/online_mobile/two-thirds-of-new-mobile-buyers-now-opting-for-smartphones/

http://www.hubspot.com/blog/bid/33644/SnapApp-Helps-You-Launch-Interactive-Promotions-now-in-the-HubSpot-Marketplace

Key words: event apps, event IT trends, multi-event apps, event industry

Smart Guestroom Services

Have you ever been confused with all the remotes present in an unfamiliar hotel room or afraid to lose your key room? In that case, this new app is made for you.

On December 26, LG CNS, the Korean IT service provider, launched in Seoul its latest technology designed for hotel room services, in partnership with Skypark Central Hotel. From now on, hotel guests get a Smartphone as hotel key upon their check-in. But this new device is doing way more than just unlocking your door. Indeed, the Smartphone is coming with quite a lot of functions, such as turning on the light, the television, adjusting the room temperature, ordering food and more. Saying you need an extra pillow, they created an app for that too!

But the special feature here is that all the functions are available from outside of the hotel. As an example, in winter, you might want a heated room before being back at the hotel. You just need to touch the screen and it is done! The IT service provider also mentioned that the application will be soon available to be downloaded directly on guests own mobile device which will therefore enable them to have an easy and instant access to those smart room services.

According to LG CNS, this is the first time that such technology is used in a hotel worldwide. Although Skypark Central Hotel only offers this service in one of its hotel, the marketing representative of the hotel, Woo Hye-yeon, said that they “plan on implementing the service at two more hotels that (they) are planning on opening”, reports CNN. He also communicated on the success of the app among the users of the testing period who “liked it a lot” and “found it very useful”.

This innovative type of service represents a new wave of the mobile technology age. As travelers and hotel guests, we are confident that “Smart Guestroom Services” will definitely meet success in a foreseeable future. LG CNS initiative to adapt this new app on guest own Smartphone will allow the IT service provider to develop its awareness and popularity quickly.

Furthermore, integrating such technology in their services might help the hotel management to resolve a certain number of human resources problems. As an example, making available an online check-in and check-out might reduce the waiting time and the customer-to-customer interaction. Besides, it can be in some extent a solution to potential difficulties related to customer service and staff behavior by reducing the interaction with the guests

As a result, the benefits that the application will bring to the user cannot be dennied. But it is important to consider the impacts that this new technology might have on the hospitality industry. Indeed, new technologies are nowadays developed in an exponentially way, meaning that there will be more new applications, tools, devices and so on launched on the market this year compared to the past ten years. With this configuration, what the hospitality industry will look like in five years from now? Some skeptics incline to think that this new trend will lead to a redefinition of the hospitality job market. With a generalization of such “Smart Guestroom Services”, some services before provided by trained staff won’t be needed anymore.

However, this is not happening tomorrow. In addition, this kind of tools cannot be applied to any field or hotel. Luxury hotel guests as an example are looking for individual and unique services, as well as VIP treatments; they like to feel special. Can a mobile application do that? With the modern technology progress, it is no longer a question of if, but when.

Key words : Smartphone, room services, hotel, mobile technology.

More information can be found at: http://travel.cnn.com/introducing-worlds-smartest-hotel-key-356796

Written by Iuliia Nadtochii & Audrey Moreno