Rohit talwar convention 2020 emerging industry priorities - imex - may 25th 2011


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Presentation on the latest Convention 2020 on priorities for the year ahead and strategies for 2015 for event owners, associations, venues, destinations and event agencies. Presented at Imex May 25th 2011.

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Rohit talwar convention 2020 emerging industry priorities - imex - may 25th 2011

  1. 1. Emerging Industry Priorities,Strategies and Business Models IMEX Frankfurt May 25th 2011 Rohit Talwar CEO – Fast Future
  2. 2. Convention 2020• Global strategic foresight study to help the meetings industry prepare for the decade ahead - Industry-wide sponsors• Multiple outputs Nov 2009 – December 2011• Current studies on future strategies for venues and destinations
  3. 3. Growth is not GuaranteedImage source: Piper Report
  4. 4. Thinking is Back in FashionImage source:
  5. 5. Demographic Destinies 2 billion more people in 40 years –Demographics is Driving Economics 448 739 691 5231 344 1998 4157 729 1030 585 2010 2050 Source : United Nations
  6. 6. Generational Diversity Lifespans are IncreasingDeveloped economy ‘under50’s’ have 90% chance of livingto 100.Aubrey de Grey suggests wecould live to 500 or 1000What are the implications forevent design?What kind of opportunities willbe created?Image source:
  7. 7. Business Model / ROI Innovation Free or FantasticImage source:
  8. 8. TMT – Convergence and ImmersionTelephony Connectivity• Voice • Cellular• Messaging • Up to 14 bands• SIM card • WLAN/BT• Phonebook • GPS• Ring Tones • NFC• Security • FMData/ MultimediaEnterprise • Camera 8-16M• 100Mbps • Camcorder• Email • 24M Color Display• IMS • Memory (160GB)• Browsing • Multiformat A/V • HD Video/TV out• VPN • Games• PIM• Ecommerce Software (50-100M Tps) • Protocols • DRM• Payments • Middleware • Applications • User Interface • Minimize fragmentation
  9. 9. Augmented Reality / Heads UpImage sources L-R: /
  10. 10. Gesture Interfaces / Tag and Buy
  11. 11. Ambient Intelligence
  12. 12. Our Personal ‘Ecosystems’ Will Evolve Brain- Fully Computer Mapped Interfaces Personal Genome Memory Capture / Body AreaEnhancement NetworkImage sources clockwise: / / /
  13. 13. Barriers to Effectiveness What do you consider are the biggest problems today that stop conferences and exhibitions from being fully effective? 13697 respondents (03/10) No. of Respondents
  14. 14. Factors influencing the decision to attend in 2020 (03/10)Imagine your life in 2020, what are the factors that would encourage you to attend live events such as conferences and exhibitions? % of Respondents 14
  15. 15. Less but Bigger? By 2020, compared to today, I expect there to be fewer but larger conferences and exhibitions covering wide topics, industrysectors, or "communities of interest" - with less choice of which events to attend, but much more choice within the events themselves. 15Image source: Qatar National Convention Centre 1085 respondents
  16. 16. More, Smaller and Specialized?By 2020, compared to today, I expect there to be a greater choice of manymore smaller, highly specialized conferences, exhibitions and meetings - there will be much more competition from events wanting me to attend. 16Image source: 1090 respondents
  17. 17. New Pricing Models By the Year 2020 In order to attract the right sort of participants,conferences and exhibitions will have to offer strong price incentives (e.g. free attendance, subsidized travel to "buyers", sponsors pay for key senior delegates to be present). 17Image source: 1087 respondents
  18. 18. Pay as You Go In 2020, participants at conferences and exhibitions will pay according to the returns they obtain from attending - e.g. sales appointments booked, individual education sessions attended. Organizers will have to guaranteequantifiable "returns on investment". Simply paying a flat fee to attend or exhibit will decrease in frequency. 18 1082 respondents
  19. 19. Private and Exclusive In 2020, conferences and exhibitions will be far more "private" than they are today. Only properly qualified and pre-invited participants will be allowed in. There will be far more security checks and pre-qualifying conditions for many events. 19Image source: 1084 respondents
  20. 20. Open to All Conferences and exhibitions will be far more open and wide-ranging in terms of who is allowed to participate than they are today, bringing together any individuals who have any interest or involvement in the topic beingcovered. Event marketing will deliberately be designed to attract anyone who can add any value to an event. 20Image source: 1075 respondents
  21. 21. Increasing Commercial Opportunities greater opportunitiesIn 2020, conferences and exhibitions will include far to sample and purchase products and services than they do at themoment - there will be vastly more business opportunities at conferences and exhibitions than there are today. 21Image source: 1086 respondents
  22. 22. CEED Slovenia – Engaging Gen Y and Z EntrepreneursImage source:
  23. 23. Global Franchise - TEDImage source:
  24. 24. Event Camp Twin Cities The Audience are the EventImage source:
  25. 25. Embrace Collaboration – Design e.g LIFTImage sources: /
  26. 26. Embrace Collaboration – Events e.g GastroImage source:
  27. 27. Food Service Network Total ImmersionImage source:
  28. 28. PCMA Learning LoungeImage source:
  29. 29. Personal and Immersive e.g. Globe Forum Silent ConferenceImage source:
  30. 30. Innotown – Simple and SlowImage source:
  31. 31. Trade Show Innovation• Routes / Network• Health Industry Distributors• United Food ProcessorsImage source: Imex
  32. 32. Food Inspiration - 1 Reinventing the Trade ShowImage sources: /
  33. 33. Adelaide Convention Centre Creating Experiences source: Adelaide Convention Centre
  34. 34. Food Inspiration - 2 Pop-up EventsImage source: /
  35. 35. Event Design Priorities 2011 Extend use of Increase Retain existing social media networking sponsors and around an event opportunities exhibitorsImage sources: / /
  36. 36. Association Event Priorities 2011 Demonstrate Differentiate Identify benefits / event benefits to events in the proof of value for potential face of increased sponsors and delegates competition exhibitorsImage sources: /
  37. 37. Event Agency Priorities 2011 Attract new Maintain the Maximize customers existing customer delegate base satisfactionImage sources: / /
  38. 38. Destination Priorities 2011 Find differentiators Use web /social Prioritise key in the face of media more to events, industries intense promote the and associations competition destination to target 38Image sources: / /
  39. 39. Venue Priorities 2011 Provide free Create lower More flexible broadband cost operating service offerings to wireless access models meet customer demand 39Image sources: / /
  40. 40. Event Management Strategies 2015 Greater focus Stronger focus Increased on capturing on emphasis on the the knowledge personalization overall ‘meeting generated at and maximizing architecture’ to an event individual ensure delivery learning against objectivesImage sources: / /
  41. 41. Alternative Event Business Models 2015 Presentations All sessions Sponsorship streamed live to available on a based on level of the web pay per view interest or actual basis after the business event generatedImage sources: / /
  42. 42. Event Agency Strategies 2015 Develop solutions Look more like Focus onwhich help clients management developing a deepcapture and re-use consultancies – understanding of the knowledge providing a range of client business generated at additional consulting strategies and events and research services prioritiesImage sources: / /
  43. 43. Destination Strategies 2015 Show ROI for Show longer More event term contribution extensive owners/delegates to economic data mining developmentImage sources: / /
  44. 44. Venue Strategies 2015 Offer full AV Offer a full Full e-solution package meeting planning to event service to help organisers attract events 44Image sources: / /
  45. 45. Venue Business Models 2015 Grow leisure Outsource Create new and retail to management to events alone diversify third party or with revenues specialists partners 45Image sources: /
  46. 46. Technology Gets Personal By 2020 all conferences and exhibitions I attend will offer a totally personalised experience, tailor-made to my needs, and offering whatever technological tools are needed to make the event fully interactive so I can engage with and influence the content of the event. 46Image source; 1093 respondents
  47. 47. Total Customization In 2020, the personal comfort of attendees will be much more important to organizers than today. Individuals will be able to obtain personalised menus at meals, there will be many options for entertainment and relaxation, e.g. customized seating. Organizers will make far better use of information about individual attendees than they do today. 47Image source: 1093 respondents
  48. 48. Knowledge is the New CapitalIn 2020, almost everything that happens at events will be measured and stored asuseful data for organizers and participants to use in real time, including sessions that individuals attend, interactions between attendees, appointments that aremade and the educational and business interests that individuals express (before, during and after the event). 48Image source: 1084 respondents (03/10)
  49. 49. Drivers - Emerging ChallengesStrategy Design DeliveryBusiness Develop Top Knowledge isPositioning Talent the newSustainability Lean Capital– Plan for Thinking EmbraceUncertainty Business CollaborationEconomic Model / ROI Personal /Return Innovation ImmersiveOut-think the Service GenerationalCompetition Innovation Diversity
  50. 50. Business PositioningBasic Fast StrategicModel Follower InnovatorLowCost NoFrills 50
  51. 51. Economic Return OrImage sources: /
  52. 52. Out-thinking the Competition 52Image source:
  53. 53. TeliaSonera TelePresence Meetings Stockholm-Helsinki• Number of meetings: 464• Reduced number of journeys: 1.392 – 500,000€ in travel costs• Saved working time: 40 months• Reducing carbon dioxide emissions by: 169,000 kg 53Image source: Telia Sonera
  54. 54. Competition - Meeting ModelsSource: Tandberg
  55. 55. Country / City WelcomeImage source:
  56. 56. Sector and Country TargetingImage source:
  57. 57. Ambassador ProgrammesImage sources: /
  58. 58. Authentic ExperiencesImage source:
  59. 59. Convention 2020 - Conclusions • Demand will hold up • Innovation required in formats, business models, capability and technology • Focus on ‘enabling business’ • Personalisation is key • ‘Total sustainability’ agendaImage sources: /
  60. 60. Next Steps – June – Dec 2011• Venue Strategies• Destination Strategies• Technology Timeline• Association Events• Corporate Events
  61. 61. Next Steps – How Can You Get Involved?• Future Reports – Give us Feedback• Take part in Pulse Surveys• Contribute Expert Papers• Run / Host a Workshop / Survey• Student Essay Competition• Suggest Research Topics - tell us what you’d like to see• Ask about the sponsorship
  62. 62. Fast Future – Meetings Industry Services• Briefings and workshops for executive management and boards of venues, CVB’s and associations• Customised research on trends, technologies and new markets• Development of strategies and business plans• ‘Deep dives’ on key trends and technology developments• Consultancy and workshop facilitation on innovation and new business models 62
  63. 63. Fast Future• Research, consulting, speaking, leadership• 5-20 year horizon - focus on ideas, developments, people, trends and forces shaping the future• Clients – Industry Associations – ICCA, ASAE, PCMA, MPI – Corporates - GE, Nokia, Pepsi, IBM, Intel, Samsung, GSK, SAP, Orange, O2, E&Y, KPMG, Amadeus, Sabre, Travelport, Travelex, ING, Santander, Barclays, Citibank, DeutscheBank – Governments - Dubai, Finland, Nigeria, Singapore, UK, US – Convention Bureaus – Seoul, Sydney, London, San Francisco, Toronto, Abu Dhabi, Durban, Athens, Slovenia, Copenhagen – Convention Centres – Melbourne, Adelaide, Qatar, QEIICC – Hotels - Accor Group, Preferred, – Intercontinental – Congrex, Kenes – Aeroports de Paris / Schiphol Group
  64. 64. Future Convention Cities Initiative• Cities that want to be at the leading edge of delivering business events• Focus on maximising long term economic benefit of events• Research, sharing of expertise and best practices• Meet four time a year• Initiated and co-ordinated by Fast Future
  65. 65. Hotels 2020: Beyond Segmentation Objectives• Identify change drivers and key success characteristics for the globally branded hotel sector over the next decade• Examine the implications for: – Hotel strategy – Brand portfolio – Business models – Customer targeting – Innovation
  66. 66. Rohit Talwar• Global futurist and founder of Fast Future Research.• Award winning speaker on future insights and strategic innovation – addressing leadership audiences in 40 countries on 5 continents• Author of Designing Your Future – Published 08/2008• Profiled by UK’s Independent Newspaper as one of the Top 10 Global Future Thinkers• Led futures research, scenario planning and strategic consultancy projects for clients in telecommunications, technology, pharmaceuticals, banking, travel and tourism, environment, food and government sectors• Clients include 3M, BBC, BT, BAe, Bayer, Chloride, DTC De Beers, DHL, EADS, Electrolux, E&Y, GE, Hoover, Hyundai, IBM, ING, Intel, KPMG, M&S, Nakheel, Nokia, Nomura, Novartis, OECD, Orange, Panasonic, Pfizer, PwC, Samsung, Shell, Siemens, Symbian, Yell , numerous international associations and governments agencies in the US, UK, Finland, Dubai, Nigeria, Saudi Arabia and Singapore.• To receive Fast Future’s newsletters please email
  67. 67. Designing Your Future Key Trends, Challenges and Choices Facing Association and Nonprofit Leaders• 50 key trends• 100 emerging trends• 10 major patterns of change• Key challenges and choices for leaders• Strategic decision making framework• Scenarios for 2012• Key futures tools and techniques• Published August 2008• Price £49.95 / €54.95/ $69.95• Email invoice request to
  68. 68. Our Services Bespoke research; Identification & Analysis of Future Trends, Drivers & Shocks Public Speaking, In- Company Briefings, Accelerated Scenario Seminars and Planning, Timelining & Workshops Future MappingPersonal Futuring forLeaders and Leadership Expert Consultations &Teams Futures Think Tanks Identification of Design & Facilitation of Opportunities for Innovation, Incubation Innovation and Strategic & Venturing Programmes Strategy Creation & Investment Development of Implementation Roadmaps
  69. 69. Example Projects• Public and private client research e.g. : – Convention 2020 – the Future of Business Events – Future Convention Cities Initiative – Maximising Long-term Economic Impact of Events – One Step Beyond – Future trends and challenges for the events industry – Hotels 2020: Beyond Segmentation – Future Hotel Strategies – The Future of Travel and Tourism in the Middle East – a Vision to 2020 – Future of Travel and Tourism Investment in Saudi Arabia – Aviation and Airports e.g. Aviation 2030 – Scenario Projects – Migration 2030, Future of Narcotics, Chemical Sector, Family 2030 – Scenarios for the global economy for 2030 and the implications for migration – Designing Your Future (Published August 2008) – book written for the American Society of Association Executives & The Center for Association Leadership – Global Economies – e.g. The Future of China – the Path to 2020 – The Shape of Jobs to Come – Emerging Science and Technology Sectors and Careers – Winning in India and China• Strategic advice to industry players• Confidential advisory and coaching services to CEOs and top teams• Public speaking at public conferences and in-company events• Future thinking workshops and retreats
  70. 70. Example Clients