In large organizations, planning hundreds of corporate events independently can lead to inconsistencies in branding, security issues, and redundant costs. Mobile event apps provide a solution, allowing companies to create a single branded app that can be used across all internal and external events. This provides benefits like consistent branding, centralized planning, security of information, and engagement of attendees before, during, and after events through content sharing and networking features. Enterprise-wide mobile apps are becoming central to how companies plan, deliver, and engage audiences for their events throughout the year.

1. Mobile Event Apps
Corporations Embrace Mobile for All Kind of Events
Introduction
Of the more than 1.8 million meetings that took place
annually, approximately 52 percent, or 1.27 million,
are corporate events. Large companies may have
hundreds, even thousands of events every year.
A company typically hosts these gatherings with
attendees representing customers, partners and
employees. In many cases, each event is treated
independently, from budgets and branding, to planning
and printing. When planning multiple events within a
large organization, a number of challenges can occur,
such as inconsistencies in branding, overall security
and privacy, flexibility, scalability, redundancies that
may cost significant time and money, and addressing
a multi-lingual audience.
Event owners are constantly looking for ways to
improve their events’ return on investment while
boosting value and improved experience for
attendees. An active and engaged audience translates
into higher quality meetings, better feedback and a
stronger connection with the corporate brand. Mobile
technology is a fundamental catalyst that is changing
the way meetings are planned and managed, and
is dramatically improving audience engagement at
events around the world.
This white paper will discuss how mobile technology
delivers more than just a great experience for
attendees. Mobile technology can provide a flexible,
scalable and customizable platform that can be used
as effectively for an internal employee event as it can
for an external customer or partner conference. And
it can provide all participants with a growing suite of
services that were never before available; creating a
new channel that transforms events into dynamic,
year-long conversations.
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2. Creating an Enterprise-Wide Mobile Event Apps:
Mobile Channel A Remedy to Some Traditional
Corporate Headaches
More companies are beginning to embrace the
“Mobile Event 2.0” world, characterized by a multi-
In large organizations, it can be difficult to track the
event app development platform and “connected”
activities going on in different departments, let alone
smartphone applications that facilitate greater overall
in different buildings, cities and countries. Whether in
participation, increase information creation and sharing sales, marketing, support or human resources, there
and foster collaboration at conferences and events. is a constant need to get people together to facilitate
Companies are increasingly realizing the value of a innovation, conduct business, build relationships or train
mobile app as an effective channel for streamlined, and inform employees. As a result, company meetings
engaging communications. are often planned independently of one another, which
can create a number of challenges for the organization.
A mobile meeting app is a natural next step for
organizations as most employees already own their
own devices (“BYOD” - Bring Your Own Device) and Branding Suffers
are very familiar with smartphones, tablets and a
multitude of applications. By 2016, Cisco estimates With each department, branch, division or country
planning their own events, branding, particularly corporate
that there will be more mobile devices (8 billion) than
messaging and look and feel, can often suffer. Whether it is
people while Apple recently surpassed more than
using an old logo, an unapproved tag line, the wrong colors
25 billion app downloads and Android users have or old brochures, they can distract from the corporation’s
installed more than 10 billion Android apps. current goals and objectives.
Corporate mobile event apps are growing more
popular and sophisticated, providing the capability to Planning Glitches Proliferate
deliver consistent, branded real-time information. They
If the planning process is different for every event,
can also remedy many problems that are associated
organizers are likely to use different internal and
with organizing a large number of meetings within an external resources and processes to get things
enterprise. (See sidebar) done. The company may have established meeting
guidelines or an approved list of vendors that deliver
The real potential upside for enterprise-wide meeting products and services that meet corporate guidelines.
apps is to extend the lifespan of the event and the If these guidelines are not followed or approved
software vendors are not used, the planning process
ability for companies to continue to connect and
may result in poor work product and inconsistencies
communicate with their employees, customers
and redundancies that could ultimately cost time and
and partners. Mobile apps are permission-based money.
communications and marketing solutions, designed to
speak to employees or customers when they choose
to listen. Enterprise-wide apps that consistently Budget Costs Spike
deliver relevant, timely and personalized information
Planning meetings in silos means that meeting organizers
that build upon previous conference experiences
miss out on the savings of negotiating contracts with
and create anticipation for future events will remain vendors and suppliers or having enterprise-wide solutions
on an attendee’s device, experience higher usage for multiple events… savings that can reduce event
and adoption each year, and become a trusted budgets or allow event marketers to allocate more funds
communications channel. to other areas.
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3. How Can a Multi-Event Mobile App Platform Help?
Mobile event applications were initially constructed following the pattern of traditional printed conference event guides – every
year requires a new printed guide, so each year a new app is created. Many organizations plan hundreds; even thousands of
events every year, making printing event guides a time-consuming and costly exercise. Mobile apps provide more flexibility for
distributing information to event attendees, allowing meeting organizers to deliver real-time updates while engaging attendees
with a variety of mobile tools, from networking and social media features, to surveys and games. Rather than developing
a new app from scratch for every event, a single-branded enterprise event app can serve as a foundation for all company
events. Below is a comprehensive list of the benefits of using a company-branded multi-event app platform:
Impact on Planning
Traditionally, mobile event apps are designed to allow a company to manage one
event through a content management system. Now, imagine how much time can
be saved by using a single master app as the foundation for deploying a mobile
solution for every meeting or event year round. Whether someone attends one
event or 10, attendees will only have to download the app once. With a multi-event
Event 1
app platform that includes content management and an event app framework, the
bulk of the development budget is used on the initial development of the master Event 2
app, including branding, security and custom features. Subsequent company
Event 3
events can be built using the platform with much less time and expense. With an
enterprise-wide multi-event app platform, event owners and marketers can focus
the bulk of their efforts on driving attendance and engagement and developing
content, rather than vendor coordination and printing.
Branding
A multi-event app platform ensures consistent branding across all
corporate meetings and events. Once the master app is built, the
branding elements are locked in, providing a consistent company look
and feel. Mobile Event 2.0 apps embrace the full graphical and rich
media capabilities of contemporary mobile devices and the mobile event
application is entirely branded to convey the unique visual identity of each
event. Depending on the end user or the event, specific brand elements
and designs for customers, partners or employees can be deployed.
Better Networking
Once authorized access is given, the user can connect with other
registered attendees, communicate through private built-in messaging
tools, and share information. As users expand their contacts and build their
networks on their devices, the app becomes a tool they will use to stay
connected 24/7/365. An enterprise-wide multi-event app provides users
access to specific customer, partner or employee lists based on who they
are and/or the type of event they are attending. Using login credentials,
the mobile app can unlock certain networking features and functionality
specific to that type of user (marketing, technical, executive etc.) or to the
events he or she is registered to attend.
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4. Improved Content Creation and Sharing
In addition to facilitating content sharing among peers, the multi-event app is a
tool for event owners, presenters and ALL participants to create and distribute
information with other attendees, employees, prospective customers and
partners. Event owners can communicate with event participants throughout
the year, sending content and statistics from previous meetings, marketing
materials for future events, and relevant articles, surveys and blog posts and
other information that users may find interesting and useful year-round. The app
users can even create content, such as photo galleries, tweets, comments,
feedback, surveys, polling, likes, links etc. that can be moderated by the
content administrators of apps. Presenters can also use the mobile app to stay
connected and share content with attendees, from linking social media accounts,
to sharing presentation materials and blog posts leading up to or after an event.
Fully Secure
Unlike paper-based programs or publicly accessed web-based event materials
that can end up in the wrong hands, an enterprise platform and Mobile Event 2.0
multi-event app includes security features that ensure that users only access and
receive the information they are authorized to receive based on their credentials
for the events they are registered to attend. This means that customers cannot
access employee-meeting materials even though the same mobile app platform
is used across all company events. The ability to integrate with an enterprise’s
internal security policies is also a critical component to an enterprise multi-event
app, ensuring the app fully complies with the organization’s standards designed
to protect proprietary and sensitive company information. For example, multi-
event apps now provide a single sign-on for employees for all events, allowing
enterprises to centrally control which information is accessible by each employee.
Enhanced Event Engagement
By aggregating content and integrating features, companies can focus attendees
on a convenient unified application reducing a fractured, fragmented experience
using multiple apps. Most corporate meeting organizers are looking for ways
to engage attendees and help deliver a more memorable event experience. An
enterprise-wide mobile meeting app has proven to help attendees immerse
themselves into the events, allowing them to become active participants.
Attendees have the opportunity to express their opinions and provide feedback
about presentations and event activities. They can also leverage integrated
networking, social media and gamification tools to create relationships with
other attendees. Meeting organizers can also dramatically extend and improve
the number of attendee interactions including sales opportunities, peer-to-peer
networking, access to content and other event activities well beyond the days
of the event, helping to strengthen brand loyalty and build anticipation for future
events.
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5. In-App Travel and Logistics
In the next 2 or 3 years, corporate event apps will include
personal travel itineraries and planning capabilities for
employees, customers and partners, allowing them to track
schedules and stay organized. Users will be able to create
and modify travel plans, personalize and coordinate pre and
post event activities and coordinate with other attendees,
travel suppliers, hotels, airlines and car rental companies
from the mobile app. Incorporating travel and logistics tools
will shrink the amount of busy work involved in attending
corporate conferences and help attendees to be more
productive.
A Personalized Experience
Unlike paper-based program guides, enterprise-wide
mobile event apps allow users to personalize their event
experience, plan their own event agendas, and create and
share content with other attendees. These capabilities
increase the value of the enterprise app to the user, further
increasing the likelihood that it will remain on the mobile
device for extended use.
Ongoing Message Control
Creating, maintaining and distributing content through
the enterprise mobile channel enhances meeting
owners’ ability to control relevant, timely messaging
while reducing the inherent risk of printing confidential
or private materials. With digital mobile content, there is
no intermediary. The content that is distributed from the
event owners originates and is permanently controlled
by them. Event marketers or corporate communication
teams control the messaging, and can communicate
with one attendee or a group of attendees. They also
can employ additional security controls to withdraw
information or prevent certain content from being
accessed or forwarded to unauthorized users.
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6. Relevant Content On Demand
The main role of enterprise-wide mobile event apps is to facilitate
communications, from static content to real-time updates and integrated
social media. A corporate mobile app can regularly deliver new and relevant
information, build upon past event experience and create anticipation for future
events; becoming a trusted resource and communications channel for the user
and brand. With a single master app, companies can share corporate information
with their employees in new and more effective ways, while engaging partners
and customers using more targeted and personalized methods whenever they
want. Push messaging services can further enhance the experience by sending
reminders or personalized alerts when new or relevant information is available.
The Impact of Enterprise-Wide Event
Apps on Corporate Events
Enterprise-wide mobile event apps are changing
the way meetings are planned and operated.
Once on attendees’ devices, these corporate
mobile apps change behavior at meetings. It
makes it easy and enticing to explore new ways
to interact with their peers, plan their experience
prior to the event and build a network that they
will communicate with before, during and after
the event.
Perhaps the biggest impact that corporate
multi-event apps will have in the future is the
improvement in communications consistency
and employee engagement. Mobile Event 2.0
apps take the meeting experience to another
level, creating more personalized interaction
among all event participants and providing a
social networking channel for connecting and
sharing content that in the past only happened
face-to-face. Companies can capitalize on the
popularity of social and mobile ensuring the
app becomes a powerful and permanent fixture
on their employees’, customers’ and partners’
devices.
2.0
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7. Conclusion
Mobile apps were originally developed to replace paper event guides, capitalize on
the growing dependence on mobile devices and provide a more environmentally
friendly alternative to traditional event materials. Today, enterprise-wide multi-event
apps are becoming central to the planning, delivery, effectiveness and participation
of an event, as well as carrying the company brand and event conversations well
beyond the conference. In the hands of customers, partners and employees,
a corporate multi-event app platform offers security, flexibility, scalability and
personalization that traditional event guides and web-based programs cannot
provide. A master mobile event app facilitates networking and content sharing
throughout the year and extends and enhances conversations that will strengthen
relationships between companies and their most important assets.
Phone: +1 604 875 0403
Email: sales@quickmobile.com
Website: www.quickmobile.com 7