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Eventprofs need a seamless mobile app experience – panel

Eventprofs predict digital revenue will increase through tools like mobile apps, but organisers must remove “all challenges” if they’re to hit their full potential.

That was one claim during an expert debate about the future of technology in our industry for 2023, following the release of the Event Tech Forecast report.

The panel discussed findings on key areas around features, monetisation and what barriers remain to utilising these tools at live shows.

It was heard that organisers had to “truly take out all the challenges” if products such as mobile event apps were to achieve their full potential.

Download the full Event Tech Forecast 2023 for the full insights.

Meanwhile, Hyve has made a new appointment to its board, Tarsus forecasts a strong year thanks to China and Messe Frankfurt is bidding for new sustainability award.

Read on for your full events industry news roundup.

Eventprofs ‘scared’ of tech? Here’s what the experts think

Organisers must “take out all the challenges” linked to event mobile apps so they can achieve their full potential, according to an expert panel.

Recent findings from the Event Tech Forecast 2023 revealed how digital tools will be utilised in the coming months, as well as what challenges need to be overcome.

A key topic for debate was over the role of event mobile apps and how to increase adoption rates.

This tool came out on top of our survey as one of the key technology features for our industry, with 64% of respondents choosing it.

Dahlia El Gazzar, of DAHLIA+Agency, set out what it will take to take adoption of mobile apps higher – with a seamless experience being crucial.

She said: “Truly take out all the challenges and the obstacles of having the mobile app easy to use – that’s first and foremost.

“Number two is being very transparent on what type of data they’re putting in the mobile app, what’s going to be shared and what’s not.

“Right now, everybody is really protecting their data, so privacy settings are a must.

“Number three, you have to figure out what you are going to put in that mobile – that is just going to be essential for any stakeholder of any event to have a great experience.”

Read the full article with complete event tech insights here. You’ll discover:

  • How much of your annual revenue do you expect to come from digital channels?
  • Where are the biggest opportunities for event technology to develop?
  • What are the key challenges facing eventprofs?
  • What are your key event tech features?

Other speakers included editor-in-chief of Skift Meetings Miguel Neves, Waves Connect copywriter Matt Coyne, Messe Frankfurt North America director of data and digital services Chris Pendley and Dahlia El Gazzar, of DAHLIA+Agency.

Meanwhile, Miguel believes eventprofs have to overcome their fears about technology so they can make the most of the opportunities.

He said: “This year, we’re going to figure out where the industry is really at and technology is definitely on everybody’s mind.

“Everybody feels a little scared of technology – so it’s an incredible opportunity, but also a big challenge.”

Julie Harris joins Hyve board

Hyve Group has announced the appointment of a new non-executive director to its board.

Julie Harris, CEO of Comparison Technologies, takes on the position with more than 25 years’ experience working in B2B and B2C media and events businesses.

She will take on the role of ESG Committee chairwoman at Hyve, providing board-level oversight of the delivery of the group’s ESG strategy.

Julie said: said: “I am delighted to be joining the board of Hyve Group plc at such an exciting time in the evolution of the business.

“Out of the impressive transformation programme that Mark Shashoua and his team have successfully delivered over the last five years, has emerged a portfolio of market-leading events, in advanced economies, with a smart digital diversification strategy and I look forward to being part of the next phase of evolution and growth.”

Messe Frankfurt in bid for German-first green award

Messe Frankfurt is aiming to become the first German trade fair to gain an internationally recognised sustainability award.

The organiser announced it hopes to obtain a certificate for the environmental management system EMAS – Eco-Management and Audit Scheme – by the end of 2023.

This seal of quality for sustainability, developed by the European Union, is geared towards companies that continually improve their performance on their own initiative.

Wolfgang Marzin, CEO of Messe Frankfurt, said: “EMAS is the most rigorous environmental management system in the world and a real driving force for change.

“With this validation, we are improving our environment performance resolutely on an ongoing basis – and are also documenting this very transparently for our business partners, shareholders and interested members of the public.” 

Messe Frankfurt will conduct the audit for all companies at its base until the end of the year and will then measure its progress every year from then on.

To find out more about how you can make your events go smarter and more sustainable, take a look at our Meetings Make Trees initiative.

China’s border relaxation ‘boost’ for Tarsus

Tarsus Group has predicted a strong performance in 2023 in part thanks to China’s loosening of Covid-19 restrictions.

The organiser has seen in-person events reopen fully in all of its territories, excluding the country, across 2022 with strong attendance and revenues – returning to 85% of pre-pandemic levels.

Recent relaxation of restrictions in China are expected to translate favourably for the group, with demand for both domestic events and outbound Chinese sales across the Tarsus portfolio increasing dramatically since the start of this year.

Douglas Emslie, CEO, said: “Following the volatile trading conditions of recent years, we are looking ahead to an ongoing recovery across the business.

“In spite of geopolitical and economic headwinds, trading in 2022 was brisk and we will see a number of our market-leading events take place in 2023.

“The reopening of the Chinese market and gradual resumption of travel there means we are seeing a positive impact on trading much earlier than expected in Q1.”

Tarsus successfully launched eight new events in 2022 and 15 additional new launches are planned for 2023, alongside significant investment in digital initiatives.

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