While technology has already transformed the way meetings are executed, next year will see the impact of such innovations as VR (virtual reality) and live streaming really come to fruition, according to meetings tech guru Corbin Ball. Here are a few of the trends that Ball predicts will be a driving force for meetings in the year ahead.
VR and AR (augmented reality) make headway
In everything from virtual site inspections to tradeshow experiences, applications of VR are spreading. Companies such as Shangri-La Hotels are offering downloadable Oculus Rift VR site inspection tours, while the Las Vegas Convention and Visitors Authority has a downloadable VR app (Vegas VR) enabling users to explore various sites in that city. Meet L.A., which is part of the Los Angeles Tourism and Convention Board, just added the Virtual Discovery L.A. portal to its website, using technology from Xploit to feature more than 50 group spaces in an immersive video.
Tradeshows and expos are feeling the impact of VR, including the creation of virtual events and the use of new tools such as VR headsets that demonstrate products at booths and engage attendees with games and other immersive experiences.
Ball also predicts that the huge success of the mobile augmented reality game Pokemon Go is likely to inspire new products directed toward event gamification.
Social media channels target events through video and live streaming
Ball notes that social media channels are finding that events are a great way of gaining market share, especially with streaming video. Almost every social channel has added or expanded its live streaming video offerings recently, resulting in Facebook Live, Periscope, Instagram Story, Snapchat Story and many others.
“We will see increased demands for live streaming events by attendees,” Ball said, adding that the challenge for planners will include increased bandwidth demand and dealing with copyright violation issues.
Data analytics enhance the attendee experience
The sources for gathering event data are proliferating through such means as mobile event apps (where every touch is trackable), fixed and wearable beacon technology, easy mobile polling, social media sentiment analysis and others. At the same time, cloud-based systems and AI (artificial intelligence) tools are making it possible to collect and integrate data from these various sources. As a result, planners are better able to gauge the success of an event and analyze attendee preferences and behavior.
Facial recognition, biometrics and sentiment analysis will measure moods, engagement and demographics.
Ball notes that technology has developed to the point where face recognition systems can determine attendees’ gender, approximate age, ethnicity and mood, and even specific individuals in a photo database.
“We will see these tools used at events and exhibitions to measure engagement, demographics, sentiment and even spot potential troublemakers,” he said.
