Home' micenet eMag : micenet October 2016 Contents TECHNOLOGY | BRAD FOSTER
vent attendees care little about
the secrets behind the technology
at the meetings, exhibitions and
events they are attending. They
just want one thing: that using the technology
makes their experience better.
In the exhibition space, that was made no
clearer than at the recent Luxperience event
at Australian Technology Park, and at The
Event Show Sydney at Royal Randwick,
where the organisers of each show chose to
use the Sprintr registration system.
As an introduction to each show, from a
delegate experience this technology is so
good. Once you have registered to attend
the event online you can receive an SMS
which has a special number that you input
into the Sprintr device at the front door of the
exhibition. Literally 30 seconds later your
delegate badge is being printed out and
you’re on your way. Alternatively, you can
wave the QR code that you were emailed
and the same thing happens. It’s all a bit like
self check-in for a flight at the airport but
without the need to print out bag tags or
change seats. And it works. Queues are
minimised and time-poor attendees can get
on with the reason that they’re attending the
exhibition in the first place.
Much like the change in registration
software, changes to venue booking software
have also been coming thick and fast.
President of EventBooking, Steve McKenzie,
says for the past 20+ years, software
Seamlessly integrating technology into meetings and events is imperative for
greater delegate experience, explain some leaders in the sector.
THE FUTURE IS IN
companies in this space have been focused on the features and functions they offer, and not
necessarily looking at the bigger picture of what a venue needs from ALL of its technology.
Some could either “do it all” in their software, or the software package was a single point
solution to provide standalone functionality and reporting.
“This approach started to get a little shaky around the time mobile technology started
becoming the rule instead of the exception,” McKenzie explains.
“Why was this a catalyst? Because like most drivers of change, it came from the person
attending the event looking for newer, faster and better ways to get that ultimate event
experience – from buying tickets to ordering services.
“The same type of demand for change can be likened to buying a TV – it used to be we
expected the TV to provide access to publicly available channels. That progressed to where it
had to connect to cable/satellite providers, and now to where we expect the TV to connect to
the internet, to Apple TV and other devices we have in our homes. After all, why not? We want
a better experience than just what the TV offers out of its box. We expect collaboration.”
McKenzie says some might argue that their software can “do it all”.
“The fact is though, that no single solution does everything that a venue needs to do. Or to
put it even more succinctly, they can’t possibly do it all well. Ever heard that phrase `Jack of all
trades and master of none?’ – that definitely applies in this case.
“And standalone systems that offer one set of functionality (even if they do that one thing
really well) with little or no integration to anything else are equally as old school as the `all in one’
solutions. In today’s world, both of the above approaches have left venues feeling frustrated and
it can potentially inhibit their growth as they try to offer new ways to do things for their clients
and attendees but can’t because their core systems haven’t been able to provide the
technological capabilities to do it. These days, venues want the best, easiest-to-use and most
flexible systems on the market to provide them with ways to manage each of these many areas,
but they also want to get meaningful insights into trends and analysis from these systems that
takes into account the entire business, not each individual system.
“The future of event technology lies in collaboration. No single system can offer the breadth
that today’s venue is looking for when trying to bring the attendee, the venue and the
destination together to create the ultimate event experience and the ultimate benefit to the
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Abstract & Review
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