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Moving Mobile to the Center of the Virtual Event Experience

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300,000 text messages were sent in the time that it took you to read this headline

Over the last decade, mobile devices have become so integrated into our daily routines that it is difficult for most of us to imagine living without them. In fact, we now love our phones so much that, according to a recent survey by the consumer electronics shopping and review site Retrevo, under 25-year-olds now believe that it is completely acceptable to text while… eating (49%), using the toilet (24%), and having sex (10%). Incidentally, I would encourage anyone in the above category to check out the latest research that shows that it is virtually impossible for the human brain to do two things well at the same time.  In addition, so powerful has the mobile wave become that, according to iStrategy, the number of mobile phones globally (4-billion) is now greater than the number of TVs, Internet users, and daily newspapers combined.

Nor has this passion for our phones been limited to the consumer world. While only about 17% of consumers own smartphones in the United States, a recent Forester Survey showed that almost half of small business owners own smartphones.  This move towards an “always connected” lifestyle has impacted every market and the virtual events space is no exception.  Over the next few years, mobile scenarios will come to dominate many aspects of the virtual event experience. The three pivot points around which this innovation will occur are: 1) access from any device through applications, not just browsers, 2) enhanced event experiences, and 3) local customization.

Three ways that mobile will change hybrid and virtual events in 2011 and beyond

  • Access from any device through applications, not browsers – Mobile devices have already become key access points for virtual event attendees. But, for the most part, these early mobile integration efforts have been limited to providing access to content from the event through each phone’s browser. In order to provide a truly satisfying mobile experience, virtual event providers will need to invest in applications that are customized for the most popular devices…not just on browser-based solutions. Doing so will require a significant investment and may take many companies outside of their comfort zone, but, as attendee expectations rise, platform providers will have little choice but to respond. For example, Social27 recently rolled out an application for Windows Phone 7 that provides a deeper and more fulfilling experience than we could have provided through the phone’s browser.  We will also be rolling out iPhone and iPad applications in the first half of 2011.
  • Enhanced hybrid experiences – Providing access to content was the most logical first step for virtual event providers to take when looking for ways to integrate their online and mobile solutions. However, much of the opportunity in the mobile space will come from creating custom solutions that complement and not simply replicate the event.  In many cases, mobile devices will come to form the bridge between in-person and online event activities. For example, while at an in-person event, an attendee might be able to take a picture of the partner booth that they are interesting in. The mobile application would then log their interest and make sure that additional information regarding the partner was waiting for them the next time that they logged in to the virtual event on their PC.
  • Local customization – One of hardest things to do with a virtual event is to create a sense of space and location. By using a combination of PC-based and mobile clues, virtual event providers will be able to customize each experience based on the location of the user. For example, event organizers could customize the weather outside of the virtual event’s windows based on the user’s city. In addition, mobile location information could be integrated into event CRM systems in order to match users with other attendees in their area. Finally, augmented reality will provide ways for event organizers to connect the mobile, PC, and in-person environments like never before. For example, an attendee might point their phone at a company’s logo in order to see additional information or receive a product offer. This interaction could then automatically be represented in the virtual event component of the conference. These solutions will need to be strictly opt-in, but, for users who choose to participate, they will offer significant benefits.

For virtual events, it’s time to think small and invest big

As consumers and business professionals, mobile devices are at the very center of our lives. While virtual event providers have recognized the importance of allowing attendees to access event content from their phones, our current solutions are only scratching the surface of what is possible. In order to fully exploit the opportunity that mobile represents, we will need to focus on improving access, enhancing experiences, and providing local customization.  In doing so, mobile devices will become more than content access points…they will become the center of the hybrid event experience.

About Ike Singh

Ike Singh Kehal is a seasoned business professional with 15+ years of marketing, sales, and business development experience. His latest company, Social27 was founded in 2007 to take advantage of the growing need for social media and game dynamics integration in virtual events. Prior to starting Social27, Ike drove numerous startup projects, including Indiabulls Retail, where he was CEO. Previously, he held various business strategy positions at Microsoft, spread over a seven-year period. Ike is a committed member of the virtual events community and contributes regularly to the discussion at http://www.virtualeventshub.com

Join the conversation. Agree with me? Good. Disagree? Even Better! Tell me why…

In what ways will mobile devices and applications change virtual events? What opportunities and challenges do mobile devices represent for the virtual events market?


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