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Mobile technology overview for events and venues

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Overview of mobile technologies for events (tradeshows, conferences, corporate events) and venues. Discover how iBeacons (bluetooth LBE), NFC and Wifi, combined with geofencing and location targeting will provide new revenue opportunities for PCO's, event organizers and venue owners. Learn all aspects of IPS (indoor positioning), indoor mapping and indoor routing.

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Mobile technology overview for events and venues

  1. 1. Overview of mobile technologies for tradeshows & venues V1.0, January 2015
  2. 2. 2 TOPICS Mobile opportunities & benefits Mobile technology overview Mobile revenue models TapCrowd platform Conclusion
  3. 3. MOBILE OPPORTUNITIES & BENEFITS
  4. 4. 4 Mobile opportunities & benefits for tradeshows FOR VISITORS Personalized information before, during & after the event FOR EXHIBITORS Extra leads & booth visitors FOR ORGANIZERS New revenue models: lead generation, visibility…
  5. 5. MOBILE TECHNOLOGY OVERVIEW
  6. 6. 6 4 different aspects of mobile location technologies • Mobile positioning • Outdoor: GPS & wifi • Indoor positioning system (IPS) • Indoor mapping • Today: Your own floorplan in your app • Tomorrow: Google & Apple Indoor maps • Indoor navigation • Today: proprietary solutions • Tomorrow: Google & Apple indoor navigation • Location targeting • Outdoor targeting • Indoor targeting • Native apps vs. web apps
  7. 7. 7 Mobile positioning outdoors How does your smartphone know your location outdoors ? Cellular data From the mobile carrier Satellite positioning Known locations of wifi hotspots Past: streetview cars Today: crowdsourced via everyone’s smartphone
  8. 8. 8 Mobile positioning indoors (IPS) How does your smartphone know your location indoors ? Bluetooth High frequency RFID (radio frequency identification)
  9. 9. 9 Indoor mapping • Today: Your own floorplan in your app • Tomorrow: Google & Apple Indoor maps see maps.google.com/floorplans
  10. 10. 10 Indoor navigation • Today: proprietary solutions • Tomorrow: Google & Apple indoor navigation Google Maps Floor Plan Maker app
  11. 11. 11 Location targeting Location targeting: send commercial & informational messages based on actual location of user • Outdoor targeting: • Geofences • Indoor targeting • iBeacons (Bluetooth) • NFC • Native apps vs. web apps • Native apps: geofencing, iBeacons, push notifications • Web apps: positioning (lat/long) OK, but no geofencing, no iBeacons, no push notifications (yet)
  12. 12. 12 How does a geofence work ? 1. App requests opt-in from user 2. App registers geofence on device 3. Device continuously tracks user location for all apps installed 4. Device will alert app when user enters/leaves geofence Also when app not running or app is in background (but app must still be installed) 5. App decides what to do: • Log user location (for analytics & user profiling) • Show notifications, examples: <5km from venue: “Parking 3 is full, use parking 2” <300m from venue: “Welcome ! Live demo’s in hall 1” Don’t forget to buy your parking ticket at the entrance !
  13. 13. 13 Geofence requirements on device User must have accepted location-detection in app Smartphone with GPS (any smartphone these days) No internet (Wifi/3G) needed, unless when app needs to communicate with a server to trigger e.g. a message User can turn of “location services” entirely or per app
  14. 14. 14 How does an iBeacon work ? iBeacon sends out low-energy bluetooth signal (LBE) Battery can last multiple months Smartphone detects Bluetooth signal Similar to geofences, app will register “known” iBeacons on device, and app will be alerted by device when iBeacon is in sight. App can decide to show e.g. a notification. 3 ranges can be set: • Immediate (<10cm, similar to NFC) • Near (2-10m) • Far (10-30m)
  15. 15. 15 Use cases of iBeacons on tradeshows and in venues Gamification to generate leads to a booth: award visitors when they visit a booth with e.g. a special offer “Negative beacons”: log all booth visits of a user, and invite people to a booth when they did not visit that booth yet: “Don’t forget to visit booth X !” Measure booth visits for analytics/reporting towards exhibitors, or to charge for performance- based lead programs: “3500 leads have visited your booth”. Don’t forget to visit booth A100 for a live demo. Click here to view on floorplan.
  16. 16. 16 iBeacon requirements on device Bluetooth turned “on” Both Android and iOS devices support iBeacons Recent version of OS and recent device needed (older devices not supported). No internet (wifi/3G) needed, unless when app needs to communicate with a server to trigger e.g. a message
  17. 17. 17 iBeacon brands & models Power: • Non-replaceble battery • Replacable battery • AA batteries • 220V powered Form factor: • Protection IP40+ • Mounting possibilities Configuration capabilities: • Power of signal (determines battery life)
  18. 18. 18 What is NFC ? • NFC (near field communication) is high frequency RFID (radio frequency identification), range max. 10 cm • NFC tags are passive stickers that can be detected with an NFC scanner/antenna • Some smartphones have NFC (e.g. certain Android devices) • Apple only uses NFC for Apple Pay (NFC on e.g. iPhone6 cannot be used for anything else) • NFC will be used in the future e.g. for mobile payments
  19. 19. 19 Push notifications & local notifications Push notification Requires internet (3G or wifi) Sent from a server Local notification No internet required Sent from within app (e.g. reminder)
  20. 20. 20 Legislation EU data protection directive (WP29, new directive 2013/2015) EU electronic privacy directive (cookie law) US: similar legislation (cfr. FTC) • Opt-in from user required • Only store/track data needed for app to function properly (no excessive logging/tracking) • Allow user to have personal data removed • Privacy policy in app
  21. 21. MOBILE REVENUE MODELS
  22. 22. 22 Premium listings & banner ads Sell extra visibility to your exhibitors and sponsors in your tradeshow app, with premium listings and banners.
  23. 23. 23 Lead capturing via the “virtual bag” Your visitors can easily store brochures and other content that they like inside the app in the “virtual bag”. After the event, visitors receive an email with the content that they liked. At the same time, you have email addresses with opt-in (from the app) that you can use to promote exhibitor and sponsor offerings after the event. B r o c h u r e s S e l e c t e d b y v i s i t o r M a i l i n g l i s t
  24. 24. 24 Photo-sharing with your logo to social media Allow visitors to take pictures with the app. Pictures can easily be shared on social media (facebook, twitter). Your event logo (or sponsor logo) is automatically added to each picture. This feature is not only fun for your visitors, it provides viral marketing for your event !
  25. 25. 25 Sponsored push notifications Send sponsored push notifications to your app users. Based on the interest of the visitor (e.g. “heatpump demo” for users that looked at heatpumps in the app). Based on location & time.
  26. 26. 26 CASE: from a tradeshow app to a new revenue model An attractive revenue model “Initially our events apps were simple an extra service towards our visitors. This has evolved into a new source of revenue through sponsoring, ads inside the apps, and lead generation for exhibitors. Mobile apps have become a crucial direct communication channel towards our event visitors.” Marleen Vanhee Marketing Intelligence & Communications Officer - Artexis CASE The “BIS beurs” app was monetized by a media partner (Corelio) of the event organizer. 3 products were sold to exhibitors: • Premium listing (top listing) in exhibitor catalog • Banner ads in app • Sponsoring of photo sharing contest (viral)
  27. 27. TAPCROWD PLATFORM
  28. 28. 28 2 platforms that put the marketeer in the driving seat MOBILE EVENT APP BUILDING PLATFORM MOBILE MARKETING PLATFORM
  29. 29. 29 App functionalities General Info List important information regarding your event. From opening hours & event location to ticketing information. Attendees Allow attendees to easily network which their peers. Efficient networking has finally arrived! News Keep your audience up-to-date with the latest event news. Conference Bag Visitors can tag content they would like to take with them e.g. product brochures from a certain exhibitor. Session & Speaker Rating Request ratings from attendees after sessions and speaking slots. Exhibitor Catalog The exhibitor catalog is a list which offers detailed information on each exhibitor. Personal Agenda Your audience will love creating their own schedule filled with the sessions they want to attend. Interactive Floorplan Easily guide visitors the way with a multi- level interactive floorplan including indoor navigation. Social Media An integrated Twitter and Facebook feed with the possibility to send tweets from within the app with the official event hashtag. Ad Banners Integrated ad banners offer extra visibility for your sponsors. Sessions & Speakers A list with sessions and detailed speaker information which can be divided into tracks and rooms. Push Notifications Send last-minute event information to all users of the app. Enable your partners to send sponsored messages. Sponsors List of your event partners with detailed information. Live Q&A & Polls Voting for attendees with live displaying of results, and asking questions to speakers (with moderation) Messaging Attendees can send messages to each other to improve networking.
  30. 30. 30 Backoffice feature overview Manage your app features Edit & update app content Import excel files (attendees, exhibitors, sessions...) Export reports Easily distribute your app via email and publish in the app stores Manage app users Send emails Send push notifications Moderate live Q&A questions Analytics ...
  31. 31. 31 Campaign builder to promote exhibitors, sessions... SAVINGS GOAL Visitors in Hall A USER PROFILE We want to reach users with a C-level profile and interest in displays USER CONTEXT We want to target users who are currently not in a session ACTION Users that meet the aforementioned criteria should be sent a push notification. SCHEDULE We want to reach them when the tradeshow is actually open. GEOFENCE GEOFENCE Visitors in Hall B Tradeshow open SCHEDULE USER PROFILE USER PROFILEC-Level Profile Interest in displays. Currently Not in session USER CONTEXT Invite for Barco Session “Next Generation of digital signage” ACTIONS GEOFENCE We want to target users close or in Hall A or Hall B. Session Invitation Want to get an exclusive sneak peek at the future of Digital Signage? Attend the session! Dismiss OK
  32. 32. 32 Use geofences and iBeacons to trigger push notifications
  33. 33. 33 Manage personalised push notifications
  34. 34. CONCLUSION
  35. 35. 35 Watch a 2 minute video on TapCrowd for tradeshows Or visit Youtube: https://www.youtube.com/watch?v=bgmSSH0iHLc
  36. 36. 36 Contact us, we are looking forward to talking to you ! 36 info@tapcrowd.com www.tapcrowd.com/events Europe (HQ) Grauwpoort 1 B-9000 Gent Belgium info@tapcrowd.com +32 9 298 01 92 Turkey İnşirah Sk 25, Beşiktaş, 34342 Bebek Mh. Istanbul temas@tapcrowd.com Brazil Av. Eng. Luis Carlos Berrini 1500 Brooklin Novo, São Paulo, SP Brazil contato@tapcrowd.com +55 11 3588 0400

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