As part of its ongoing commitment to drive engagement technology into the events industry and deliver valuable insight for event suppliers and attendees, Genie Mobile has announced its top 10 predictions for the mobile event app industry in 2013.
Michael Douglas, operations director at GenieMobile, a creator of mobile and web engagement platforms for events and associations, shares his views below.
1. Mobile platforms will cease to operate in isolation.
App providers will be expected to deliver a solution that is compatible with both web and tablets. This will become a standard requirement in 2013 as attendees realize the benefits of streaming and accessing information on all devices from the desktop to any mobile device.
2. Apps will become the norm at all events.
Just as pre-registering for an event online has become standard, so will downloading event apps. Apps can give attendees instant access to all of the event information they need.
3. Customers will continue to expect greater return on investment from their event apps.
The app will play a much greater role in the marketing arm of every product it is attached to, and all event apps will be expected to deliver direct business leads, audience insights and clear brand recognition.
4. Multi-event apps will supersede single event apps.
Multi-event apps allow organizations to provide a single app, which can be used for multiple linked events, which saves considerable time on the planning side. A multi-event app requires a one-time download from attendees and serves as an ongoing resource center for information.
5. The quality of the solution and the service delivered to the client will trump the individual features.
Too many event apps are poorly delivered and as a result, quality and service will become key selling points for app vendors.
6. Customers will look to reduce the number of tech suppliers.
Customers are currently working with multiple suppliers for services such as website, registration, floor plan and audience response. Customers are increasingly in favor of vendors who can offer a more complete package.
7. Customers will begin to use the event intelligence gleaned from apps to grow their business.
Event apps are not just a tool to benefit attendees, they also provide invaluable information for the customer which can be used in the planning of future events. An app can produce information on effective marketing, enhanced event design and segmented marketing.
8. Customers will understand the difference between tablet and smartphone use.
The consumption of various types of data, messages, pdf’s, whitepapers and video varies depending on the device used by attendees. Customers will have to cater to this, when planning their app, by including smart device marketing and segmentation.
9. Augmented reality will replace QR codes as the experimental technology no one uses.
Advancements in these technologies are allowing more creative marketing ideas to become a reality.
10. Show floor tracking lets organizers understand movements.
Increased flexibility and access to technology means that event organizers can now track and analyze movement patterns around their event.
