Digital guru by Tom Mclnerney

As the events industry continues to compete in challenging economic conditions, our session on leveraging technology to create new revenue opportunities created a lot of interest during Confex last month. Over 50 people attended, hoping to understand how they can maximise the use of what, in most cases, they already have.

We started the session discussing the event ‘Jenga’ tower – this simple approach helps organisers understand the importance of the foundation and building blocks before adding revenue related solutions. Without the stable foundation blocks of connectivity and networking in place – just like Jenga – the tower is likely to fall when you add more weight (or in this case products) to the top.

We presented that the best ways to get a stable foundation include asking the right questions of a venue (see our 10 critical questions here), talking with experts on the actual requirements and placing orders early (often saving money).

With a solid foundation in place the opportunities then breakdown into several key areas:

Maximising content – If your event involves presentations or discussions, stream the content for free over services such as ustream or for internal events check if the organisation has a method to allow sharing of video. Publishing the content for free can be done with advertising subsidy but if you want to charge that’s also possible. Either method will allow those who can’t travel to join in.

Increasing exposure for sponsors – In addition to the normal sponsor opportunities technology can add more exposure and record those who use it. For example offering a free Wi-Fi hotspot to attendees for their email and a few other key bits of information (like post code) allows the collection of data for providing a service. A hotspot in one specific area will limit the investment needed.

Cashless/Contactless technology – Contactless systems allows payments to be processed quicker. This could be a ‘closed loop’ system like a token or loyalty system which enables the event to offer reduced rates and therefore collect data on what’s being consumed. ‘Open loop’ systems such as those with Visa or MasterCard enable reduced transaction times and drive up spend.

Exposure to social media systems – Allow attendees to check in to locations or use QR codes to download content immediately. Linking with social systems enables free exposure to the attendee’s networks such as Facebook, Twitter or LinkedIn enabling your event to be exposed to people who may work in similar industries or have similar interests.

Smart applications – Apps continue to be expected for many events, allowing access to speaker’s biographies, voting functions, live Q&A and pretty much anything that can be imagined.

The audience at Confex asked good questions, for example; how much are things like splash pages worth to sponsors? Which of course depends on the exposure and type of audience. There was also interest in what information is available to help with new technology topics. A great resource is the ESSA technical guide available to all members.

A $500 million event that happens once a year watched by 111.3 million people, supported by some of the world’s biggest sponsors, is put on hold for 30 minutes by a power outage. When this kind of failure can happen at the Super Bowl it’s not surprising that those who run and support events are kept awake at night worrying about what can go wrong – you only get one chance to get it right.

Power outages can happen to the biggest and best events, no matter what the location and with just about everything relying on power to some degree it’s important to look at how to mitigate any issues if the lights do go out.

The first step is to identify what power you have and the risks associated with it (it’s very easy to take for granted especially when in a permanent building), closely followed by identifying what services rely on it. From a technology point of view this list can be very long – access control, internet, telephony, two-way radio boosters, ticket systems, CCTV, Wi-Fi to name a few.

Each service should be reviewed for impact and with this information decisions made on whether to employ mechanisms to minimise risk. It’s also important to understand the interdependencies, for example a decision may be made to have a back-up generator for Event Control but if the phones and radio communication cease to function due to power loss elsewhere on site then the operation could still be impacted.

These days box offices and entrances struggle to operate without power as they rely on real-time ticket scanning and electronic payment. In these key areas it’s important to not only have a power backup plan but also a contingency plan to continue operating if the power plan fails – even if that involves manual checks over the radios or using runners.

Many events now rely on a network for many of their systems – from ticketing & phones through to CCTV. That network needs to be designed with redundancy and power failure in mind. All key points should be protected by a monitored UPS (Uninterruptible Power Supply) – the monitoring is important so that central control knows if power fails how long the battery within the UPS can continue to operate for, especially as it can take some time for a power issue to be diagnosed and rectified on a large site. For critical areas, such as servers and core networking, the UPS needs to have a significant operational time which may involve the ability to ‘hot swap’ batteries to extend run-time indefinitely.

Modern VoIP telephones, CCTV cameras and other network equipment can be operated using PoE (Power Over Ethernet) which means they take their power from the network itself rather than a mains supply. The benefit of this is that the power required can be centralised and protected with a UPS so that the impact of local power outages in cabins and offices can be minimised.

Events will always have to deal with the unexpected happening – it’s part of the excitement and challenge of the live industry but sensible planning and preparation can minimise the impact.

(Credit to @ChrisUKGreen who wrote this weeks blog)

Achilles was an all-powerful god with one deadly weakness in spite of his overall strength. As a baby Achilles was dipped into the River Styx, which was supposed to offer powers of invulnerability, by Thetis. When Thetis dipped the young Achilles into the river he held him by his heel and thus that part was not washed and become his weak point. The rest, which includes a poison arrow and a good shot, is history

The story from ancient Greece reminds us that everything has a weak point and with wireless technology its interference. Without acknowledging or managing interference the most expensive, well designed event wireless network will become useless.

In a recent industry forum interference became a topic with generated lots of questions so we have put together a brief list of some key considerations to ensure the wireless network at your event doesn’t suffer.

1. Manage expectations and set formal guidelines

Delegates and exhibitors should be informed in advance that any personal equipment will be subject to certain guidelines to prevent interference with the in-house Wi-Fi. It is recommended users are requested to sign a simple pre-registration form containing the guidelines prior to the event. Have technical resource or partner on hand should any exhibitor wish to ask questions.

2. Use a technology partner to scan the airwaves

Once guidelines have been set, wireless scanners can be used by on-site technology experts to ensure the agreements are being followed and to locate equipment causing interference. It’s not just other Wi-Fi devices that can be a problem – DECT phones, Bluetooth, alarms, telemetry systems and even industrial microwaves can all be sources of interference.

3. Manage other suppliers

Any wireless networks used by other suppliers should be taken into account during the early stages of Wi-Fi negotiations; wireless networks may be of equipment used by AV companies for example, so it is worthwhile engaging to pre-determine any possible interference and pre-assign channels so systems can coexist.

4. Get skilled up

Ensuring that the team running the event have access to technical resources or an on-site technology partner are essential in enabling an organiser to address any interference affecting delegates during the event.

5. Put in place a back-up plan

If local interference cannot be eliminated, there should be a back-up plan to minimise the impact i.e. the installation of some hard-wire cables which delegates and exhibitors can use. Whilst wireless offers freedom, many venues suggest that those requiring a ‘guaranteed’ service should consider a backup wired connection assuming the device supports this.

6. Make the necessary pre-event considerations

Check the venue before choosing it in order to identify any potential problems; a good question to ask in the first instance is whether the in-house network can be turned off if it is not required for the event reducing interference.

7. Know your frequencies

Interference can often occur as a result of too many technologies crowding the same frequency channel;. A way of counteracting this is to advise those requiring a larger wireless range to use a 5GHz network, which can offer more transmission channels than the overused 2.4GHz. More and more devices now support 5GHz including a number of the current range of smartphones.

8. Use the right equipment

Domestic Wi-Fi equipment and even lower cost so called business equipment does not have the more advanced antennas and management to deal with interference effectively. Higher end professional equipment can automatically work around interference and deliver a much stronger & higher quality connection even when interference is present.

After the shock of realising Christmas and New Year have flown by (again!?!) our events team have been brainstorming some of the new technologies we expect to see get some or more traction in 2013

1. The personal portal – Maximising the value of the smart devices carried by event attendees (60% of the UK population now own a smartphone) to deliver content will be critical. Events can use QR codes to link real world information to digital content.
2. The smaller screen – Technology research company Gartner predict that more people will visit websites using a smart device rather than PCs for the first time in 2013. Is your site optimised for smaller screens? Is your ticket buying process as quick as it can be when using a smart device?
3. Cashless paying technology – This has been talked about for many years, but now that real large sale deployments have become commonplace, it’s only a matter of time before event customers start looking for bars and concessions accepting either cashless cards or RFID wristbands; this is simply because the purchase will be quicker and the risks associated with carrying a lot of cash around will be negated. Those who leverage cashless will reap the rewards of attendees’ increased spends.
4. The personal cloud – Services like Dropbox and iCloud allow photos and other content from smart devices to be instantly uploaded to secure online storage. With more and more data being uploaded to online storage services, cellular networks will be put under even more pressure during live shows to keep up with demand.
5. Content re-use – More and more events will begin to re-use the content generated from speaker presentations or on stage shows (rights pending!) either for those who can’t attend and would like to buy a virtual ticket, or those interested in simply purchasing the content afterwards. If it can’t be sold directly, the content can be shared via social media throughout the year to keep the event in people’s minds.

There is one thing that can challenge even the best designed wireless networks; interference. That is, the transmission of competing networks attempting to broadcast at the same time on the same frequency. At the risk of turning this blog into to a science paper we’ll keep it light, but it is interesting to note that we have been in several meetings over the past few weeks where the delivery of Wi-Fi networks has been challenging due to the amount of interference.

As venues and events deploy wireless networks that become ever more critical to delegates, press, production and exhibitors, interference is the elephant in the room. Managing rogue access points, or those using their own solutions is imperative in reducing interference, and ensuring that those who are trying to use Wi-Fi networks in the same place can do so.

Understanding the limitations

Wi-Fi technology is designed to communicate over a number of common frequencies. This allows smartphones, laptops and other client devices to know how to communicate with access points and each other. Within this frequency there are a defined number of channels, similar to the number of lanes on a motorway. The more channels or lanes you have, the more simultaneous networks you can have in operation. 2.4G Hz Wi-Fi networks have significantly less channels than 5GHz networks.

Setting expectations

Just like expectations on stand power (i.e. would exhibitors expect to bring their own petrol generator into an indoor venue?), there should be guidelines for use of wireless technology. Those who do not follow the rules should appreciate that their equipment may be turned off since their configuration could potentially impact those around them trying to access and fully utilise the ‘in house’ Wi-Fi. This can be as simple as a form which is completed as part of the contract which asks a few simple questions about which channel their wireless equipment will be broadcasting from.

Watching the air & taking action

Once the expectations have been set, wireless scanners can be used to ensure the agreements are being followed and that those who are causing interference are located. In areas where others are complaining about service, it will be quickly evident who isn’t playing fair. This was carried out during the Olympics and was commonly accepted by exhibitors because the expectations had been set.

One wire to rule them all

Many venues would also suggest that exhibitors who need a ‘guaranteed’ service should have a wired connection and that is absolutely correct. In addition to interference, some wireless chips are better than others and some devices just have bad days, so if the device supports a cable and it’s practical to do so, then this is highly advised. However, as more and more demonstrations rely on tablet computers (especially with the new Microsoft Surface launch), wireless will be considered critical to some stands.

Reaching customers via their smart devices is more important than ever. Research released by Kantar Worldpanel earlier this year reported that over half of Britain’s population have a smartphone so it’s unsurprising that organisations have turned their focus to maximising their profile on mobile internet platforms.

So, which platform presents the most effective means of delivering content to audiences: Micro-sites or smartphone apps?

Flexibility and ‘Upgrade-ability’

A micro-site is a mobile optimised version of a standard website delivering the same content but through a different ‘window’. As most websites can be configured to display as a micro-site as well as a standard site, this platform offers a significant reduction in cost.

Versatility is the micro-site’s main advantage: the look and feel of the site can be modified ‘on the fly’. As soon as an update is made the next request upon the site will see that look and feel. In contrast in most cases an app requires the smartphone user to download an upgrade before any major changes can be implemented.

A native smartphone app, on the other hand, can utilise the functions within the phone itself such as the camera or GPS. This tight integration offers an interactive element that a micro-site cannot compete with.

Accessibility and development

Anyone with access to Wi-Fi can visit a micro-site, but it can take weeks or months to go through the relevant application store authorisation process (applications for Apple and Android platforms are required to be approved before users can download them from the application store). Once created, the battle is actually convincing people to download the app.

Smartphone apps need to be designed and developed for multiple platforms, most prominently iPhone, Android and Blackberry. As a micro-site runs on a common platform, since it uses the in-built web browser, development and design only needs to take place once.

Cost of ownership

Smartphone app environments are designed for a specific platform and operating system in contrast to micro-sites, which are based on shared standards, thus requiring fewer changes and on-going maintenance.

Overall user experience

With an app, messages can be delivered to a smartphone even when closed, and content can also be downloaded automatically by the platform on a schedule or by ‘push’. Should the device be unconnected, the content can still be used. By contrast, a micro-site can only be updated once the user opens the browser and is connected to the internet.

Thinking about connectivity

A further consideration when deciding between a micro-site and application should be where the user will be when they are using it. For example, those wishing to deliver high levels of interactive content in remote locations such as festivals, should make sure the application can work efficiently offline, and then synchronise when connectivity is regained. Otherwise, they should work with a partner to ensure a Wi-Fi network has been deployed where the app or micro-site needs to work.

The verdict

It’s arguable that a proficient micro-site can be more beneficial to companies due to the overall lower development costs and the potentially larger market size, as a result of micro-sites being more accessible as long as there is high quality connectivity.

Whichever platform businesses opt to use, the overriding necessity is that there must be a good quality network to deliver the best experience.

As the summer of sport runs into the sunset suddenly the September of phones is upon us. Two big announcements mean this is a really important month (and quarter) for a technology which has become intrinsic to either attending or producing events.

4G is Go? – Wait and See

After more manoeuvring than a telehandler placing toilets (see our previous blog posts), 4G services will finally begin deploying in the UK. The first to market will be Everything Everywhere (a combination of the Orange and T-Mobile networks) which announced on Tuesday that the network will be launching 4G in London, Birmingham, Cardiff and Bristol within weeks, with more cities expected to follow before Christmas. Long Term Evolution (or LTE) brings a number of significant improvements to current 3G networks, including download speeds of up to 20Mbps, improved algorithms for hand-off between mobile cells (which should mean fewer dropped calls), and in some cases larger cell sizes resulting in better coverage.

It all sounds great. However, there should always be a note of caution when dealing with cellular services, which is probably best expressed by matching today’s “3G” experience with what happens in the real world. Do you live in a world where your handset always has 3G signal, you haven’t dropped a call in months, data use is reliable, network masts never fail and when you are trying to text or call the box office during a live event with 20,000 other people on site it works first time?

The answer is that carriers always sell the dream of the next generation; 4G is exactly the same. In reality what you should expect to start with is what was promised for 3G, meaning OK to good data speeds in cities and calls which rarely drop. Also, lest we forget 4G, like 3G before it, is a consumer focussed technology, offering which means very little in the way of speed guarantees or service up time.
Of course, unfortunately for events, the same problems around delivering reliable service to a remote location with high density usage will continue to be a challenge – not helped by the next big thing in cellular this month…

iPhone 5 – A monster awakes

You can’t have missed the press: Apple’s iPhone 5 was announced yesterday. Those in the know will point out that even with this latest incarnation, Apple’s crown has slipped slightly, with handsets from Samsung and Blackberry winning in the specification war; but that’s missing two crucial factors which need to be considered when dealing with anything from Cupertino. The first is the tidal surge of press and activity that follows anything ‘iNew’, generating floods of new apps and ways to use the device, many of which rely on the iPhone’s killer selling point: the lack of learning curve. The second is the new technology bound up in this latest generation, which includes the ability to operate with the new 4G networks, a new screen to show that high definition content more clearly (which means larger network downloads and faster streams are required) and an all-new software pack, which further integrates social networking and always on connectivity. In addition, Apple has given the iPhone one of the best features of the iPad, which is its ability to work on both 2.4Ghz networks and 5Ghz, making getting a good Wi-Fi signal (and keeping it), even easier.
That reliance on faster and always on connectivity will continue to keep demand growing for events who can deliver apps which enjoy video and interactive content at events.

Where Apple has missed a trick perhaps is the lack of contactless payment function. Others (such as Samsung and Blackberry) have started to deploy this latest technology, which will put pressure on retailers of all sorts to start supporting the quick payment method. Apple is probably waiting for the market to settle before setting out its stall (and – knowing Apple – where its revenue stream is going to come from) but those early adopters will expect to be using their contactless payment methods this summer. We have another blog in a few weeks on this and our activity over the summer.

A great article this week in discussing how RFID continues to gain traction in the events market.

The power of being able to process transactions in a single swipe is huge. Just look at the success of systems such as Oyster cards and festivals, which deployed RFID this year, and have seen tangible (up to 20 per cent per attendee) increases in revenue. The article focused on how RFID technology has reached a stage of maturity and that systems can be used for additional functions such as; access control, catering, and social media check-ins, all of which means RFID technology is here to stay.

In addition to several RFID cashless deployments we had great success with WOMAD festival this year using a combination of barcoded wristbands and a pre-event registration website for teenage ticket holders to facilitate the quick and secure  lookup of their parent or guardians details if the teenager required assistance

However when considering RFID deployments, event organisers should think about the complete solution in order to maximise the efficiency of the use of this technology. Here are our top three things to consider:

1. An integrated strategy: RFID technology has been around for a long time. Although making it “work” on site can be challenging but is achievable. However the main challenge is preparing for how the system will be used at the event for example: who can use it, where it can be used, staff training, on-site administration, etc. Key elements to think about include, how those who want to use the system on site will be able to register and use it securely ;how users will be able to link their details with their accounts; how much will be allowed per transaction? and finally, what can be done if cards or wristbands get lost and how does someone get a refund.

2. A banking partner: Holding funds, transferring money, setting up direct debit functions is not something to be undertaken lightly and needs a partner with experience who knows how to think ‘banking’ (it’s a very different mind-set!) However the funds are managed it will need to be done by properly approved bodies with the relevant financial certification.

3. A reliable site network: The amount of technology behind a cashless RFID system on site should not be under called. It is essential that a system is deployed which factors in the reliability required with the appropriate redundancy at its core to ensure loss of power or a damaged cable does not stop the entire service.

With these items considered RFID systems area ready to light up the events industry and bring with them an enhanced attendee experience and increased revenue.

After seeing several tweets on the subject, I read and thoroughly enjoyed the blogs by Heidi Williams (original post) and ConnectEvents (original post) about the price and quality of wireless networks within the events industry.

Their points are exactly the types of discussions which have been going on in the AEO/AEV/ESSA Technical Committee since its inception. The same themes came out in the first brainstorm session; How can the industry deliver a ‘no cost’ experience to some whilst recouping the investment costs and on-going service? Should it deliver a no cost option? How do the suppliers within the industry educate customers about what they are getting and paying for?

The Connectevents blog highlights how they have been so disappointed with their experiences they have explored and successfully delivered their own solution by using Mi-Fi devices (we recommended them in our April article here “Tips to keep running during the 2012 games” as a fantastic solution for teams on the road) By having a customer deploy this solution the industry is seeing the results of poor communication and expectations which is resulting in a poorer solution for the end customer. Though Connection events have had success with using several individual Mi-Fi units it is important to realise that this approach will actually exacerbate the issue by generating even more Wi-Fi interference within the hall. Increased interference will impact those still trying to join the ‘managed’ central network and so they in turn may switch to buying Mi-Fi devices which in turn will generate more interference which eventually means no one will be able to use any wireless (Mi-Fi or anything else) at all!

A further consideration is that whilst signal strength may be good in London from the Mi-Fi provider (3G providers such as Vodafone, 3UK etc) the actual amount of internet bandwidth behind that service will continue to decrease as more people use it. Outside of strong 3G signal areas obviously service will be poor.

I recently gave a presentation at the HBAA forum in Wembley and the comments from the audience echoed what Heidi and Connectevents are articulating – that we as suppliers and venues need to start with some simple steps;

Education – Customer need to understand what they are actually paying for; it is very frustrating to pay significant amounts of money for connectivity when most of us enjoy reasonable service at home for tens of pounds per month. Education is critical, customers appreciate why power charges at events are more than at home, that expectation is because power (i.e. the provision of generators) is relatively obvious (someone puts it close by and it rumbles away, engineers are around etc) so exhibitors can easily appreciate the elements.  Because IT tends to be smaller bits of kit behind the scenes the perception is it’s either very simple or just complete black magic.

Bring differential services to market – Venues should be offering a free service to customers, perhaps it’s time limited and limited to the amount of connectivity speed available. For this perhaps marketing information is captured? Or sponsor branding is viewed? With the right speed expectations customers will at least appreciate other options are available. They can then be given a sell-up opportunity to buy time. Those who need service for critical elements, such as demonstrations, with engineers on call should expect to pay more.

We continue to work with the AEO/AEV/ESSA Technical Committee as to how best to approach these points from an industry perspective but in the meantime use our own blog and press relations to educate and encourage discussion on technology within the events industry.

I recently attended a great session by TFL on the expected traffic impact from the 2012 games. The presentation (a copy of which is available here) highlighted some of the myths surrounding the games, and the work that is taking place with businesses to lower the ‘normal’ traffic (including out of hours delivery schemes and encouraging those who can work from home to do so) thereby reducing load on the network.

Those who have events running during the period of the games will already be aware of the impact to logistics and no doubt be planning transport strategies accordingly. NB: The Games are not just London based but involve many venues all over the country from July until September. This blog focuses on some of the tools you can use with your employees whilst off site to keep them working wherever they may be.

Keeping it in the Cloud – Free online applications such as Google Docs and Microsoft 360 have dramatically changed the way companies are storing documents and collaborating. Both services allow documents to be quickly shared with pre-authorised users (within your organisation or otherwise), updated online from multiple device types (smartphones, tablets and laptops) and also include services such as instant messaging and revision tracking. A subscription model is available for those that wish to rely on the service and access advanced features such as video calling. Security needs to be considered so anything highly sensitive should remain stored in the office.

Could make getting into work a challenge

Keep connected on the move – Employees with mobile devices (e.g. tablets, laptops, etc.) can use them to access content by hopping between Wi-Fi networks or using 3G. One option is ‘Mi-Fi’, small pebble sized dongles that share out a 3G signal through a local Wi-Fi network. These avoid the cost of everyone having their own contract and are great for working on the train or during a site survey. As always 3G comes with the consideration that speeds will vary depending on how many people are using the cellular network in the area… and some rural parts of the country are still waiting for 3G coverage. Because 3G network performance is out of the control of individual companies, 3G or mobile connectivity should not be relied upon for critical services.

Work from the home computer – If employees don’t have laptops why not let them use their own computers? They can connect through remote systems to their email or documents straight from their browser and benefit from a proper chair and monitor. It may even be suitable to give the employee full access to their work desktop, in which case Logmein and Citrix are good places to start.

Try new ways to meet – One thing that can’t be replaced is face to face interaction with customers, however this is often not viable. So why not start encouraging more online video usage? The industry leader Skype is an excellent product that many already use. A good recommendation is to set up an account just for work purposes so you can logoff at the end of the day.

The key thing is to acknowledge transport and communications systems will be stretched at times and it’s best to put some plans in place now and offer employees flexibility to ensure everyone remains productive.