Plug in and play

Twitter Facebook Google+ LinkedIn
VR Stock.jpg

With event technology establishing pillars at every event, event profs are always on the lookout for the next big thing. Key tech players in the industry share their predictions for the next 12 months.

 

***

 

"Organisers are going to educate themselves in data"

 

Phil Simpson, owner, D2i Systems

 

A lot has globally changed already in a few short months and if I could accurately predict what’s going to be hot over the next 12 months, then I’d also hedge my bets on winning the lottery at the same time. Over recent years, the industry has gone from being led by the registration provider to embracing a diverse range of new products from companies that are breaking into the events market.

 

The traditional registration provider has to rethink their product and service offering just to stay current. Savvy organisers have jumped onto the data bandwagon, but they need to brush up on their understanding and skill set if they want to maximise any returns.

 

Data is just part of your strategy and without context it’s not information, just numbers. My single prediction for 2017 is that organisers are going to educate themselves in this field and we will see more data people within organisations. These individuals will help shape processes and efficiency through the science of data. On a final note, can we please stop using the phrase game changer? We do not play games; we are an industry of professionals that take our work seriously.

 

***

 

"Events will become much more immersive"

 

Grant Morgan, senior marketing manager, Poken

 

The biggest trend I foresee growing in 2017 is the shift towards participants having greater control over their personal event experience. Throughout the year I have witnessed an increasing number of organisers adopt new technologies such as NFC and RFID smart cards, which give attendees greater control and freedom over their event journey.

 

When used in collaboration with interactive technologies such as in-session polling and surveys, we see greater value for attendees as the event experience becomes increasingly unique to the specific goal of each person. I believe events will become much more immersive in 2017 and the attendee will become the person behind the wheel.

 

***

 

"Keeping things as simple as possible"

 

Simon Clayton, chief ideas officer, RefTech

 

I don’t think that there will be any major tech advances in 2017. Our focus will just be constantly trying to move everything forward from a web and user experience point of view. Keeping things as simple as possible, while improving the user experience and giving them more power.

 

Some of that focus is just to keep ensuring that as much as possible works on mobile devices as well as it can and taking note of what else is happening around us in other industries (what cool search features are around in other websites, for example). We are not alone in this approach; 2017 will not herald anything spectacular, just constant improvement.

 

***

 

"The battle for audience attention will only get fiercer"

 

Juraj Holub, US marketing manager, Slido

 

One thing that I think will have a major impact on the events industry in 2017 is live streaming. Live streaming has gained momentum throughout 2016, with it now powering over six million hybrid and virtual events each year, and we can see more and more event professionals and participants eager to get involved. However, as beneficial as live streaming can be, it comes with its own challenges and there is a risk that the battle for audience attention will only get fiercer.

 

In order to keep delegates at their screens, event planners will need to have three key elements in place: an engaging storyline, space for online interaction and a dedicated moderator. Once these have been installed the live streaming experience will be beneficial for all involved.

 

***

 

"Where physical and digital objects co-exist and interact"

 

Alastair Reece, head of DBPixelhouse

 

2016 was all about virtual reality (VR) and we at DB Systems think 2017 will take this a step further with mixed reality being the Holy Grail. Mixed reality, or hybrid reality, is a combination of AR, VR and real world experience where physical and digital objects co-exist and interact.

 

The success of Pokémon Go has naturalised the interaction between real and virtual worlds and has created opportunities for brands to participate in the experiences they give their customers, rather than being a redundant bystander. We’re already getting queries for how we can leverage mixed reality in the events world, and can see some real opportunities for organisers to use gamification and mixed reality to increase engagement at events.

 

***

 

"Interactive digital signage has a very good year ahead"

 

Thomas Walczak, managing director, eventignite

 

Despite the hype and hypothetical potential, iBeacons, real-time heat maps and VR will fail to make an impact at exhibitions in 2017. The reason is simple – while it’s easy to get excited, daydream and talk about what could be achieved with these new technologies, no one seems to be hard at work trying to figure out how to genuinely add value to the visitor experience and how to realistically monetise them. Plus, for some or all of them, that may not even be possible.

 

On the bright side, I can say first-hand that, as AV tech continues to advance, more broadly-used technologies such as digital signage, including interactive digital signage, have a very good year ahead of them.

 

Twitter Facebook Google+ LinkedIn

Related Stories

Lights up

As Showlite celebrates its 25th birthday, founder Paul Wicks looks back on the company’s history and reflects on the industry.

Waste not, want not

Soraya Gadelrab, portfolio director – food, drink & packaging at Fresh Montgomery, on the organiser’s partnership with charity City Harvest.

Messe Frankfurt records highest ever result in 2016

Trade fairs are still going from strength to strength in Frankfurt 777 years after the first event of this kind was held there, with sales of over €650m planned in 2017

Elsewhere on EN

Eventcity to host Digital Kids Show

Eventcity to host Digital Kids Show

Manchester has been chosen to host a line-up of famous YouTubers in November, as part of the all-inclusive family day out Digital Kids Show.
Successful 2nd outing for ChileCare Expo Manchester

Successful 2nd outing for ChileCare Expo Manchester

On 16-17 June, Childcare Expo Manchester opened its doors for the second time for its return at EventCity, welcoming 1,686 visitors to the venue.
Messe Frankfurt records highest ever result in 2016

Messe Frankfurt records highest ever result in 2016

Trade fairs are still going from strength to strength in Frankfurt 777 years after the first event of this kind was held there, with sales of over €650m planned in 2017

The Showlite Heroes

Most read Stories

Building emerald cities

Building emerald cities

From Malaria to Blenheim, through to UBM, Jane Risby-Rose – the 20-year story of her yellow brick road industry journey.
Come to Confex and be inspired

Come to Confex and be inspired

The exhibition and events industry is all about the power of face-to-face, the art of exhibiting and networking with old friends and new, which is why EN would like to personally invite you to attend International Confex to learn more.
5 top marketing tips from AEO Forums 2016

5 top marketing tips from AEO Forums 2016

Looking to the future and learning from the past at AEO Forums 2016.

Latest News

Eventcity to host Digital Kids Show

Eventcity to host Digital Kids Show

Manchester has been chosen to host a line-up of famous YouTubers in November, as part of the all-inclusive family day out Digital Kids Show.
Successful 2nd outing for ChileCare Expo Manchester

Successful 2nd outing for ChileCare Expo Manchester

On 16-17 June, Childcare Expo Manchester opened its doors for the second time for its return at EventCity, welcoming 1,686 visitors to the venue.
Messe Frankfurt records highest ever result in 2016

Messe Frankfurt records highest ever result in 2016

Trade fairs are still going from strength to strength in Frankfurt 777 years after the first event of this kind was held there, with sales of over €650m planned in 2017

Latest Galleries

London Dungeon Lates

London Dungeon Lates

The London Dungeons has launched a unique nighttime experience with the theme of the seven deadly sins. The adults only tour includes seven themed food offerings and a range of themed drinks.
This Morning Live

This Morning Live

Tens of thousands of fans descended on the NEC on 18-21 May for This Morning Live, to see talent from ITVs award-winning daytime programme arrive in style.
Ideal Home Show Scotland

Ideal Home Show Scotland

The Ideal Home Show return to Glasgow for its 70th Anniversary on 26-29 May, introducing the all-new Eat & Drink Festival to Scottish fans.

Latest Opinions

National mourning

National mourning

Mark Blair, divisional director of InEvexco, considers the insurance implications of the death of a monarch.
David's Inferno: The comfort zone

David's Inferno: The comfort zone

In the first of his new series of monthly columns, Cvent’s senior marketing director David Chalmers says it’s important to break out of the comfort zone.
Show or tell?

Show or tell?

Roopi Woodall, marketing manager at the QEII Centre, asks if the art of conversation on social media is dead – and how to engage with audiences if that’s the case.