Event Technology

Businesses are reshaping their offerings, undergoing paradigm shifts in their value chain due to the fast pace and the potential of technology to reach, retain consumers and build brands. There has never been an emphasis on replacing human resources with technology for better efficiency, productivity, though not all functions can be automated. Industries that heavily rely on manpower like brick and motor also make the optimal use of technology and rely less on manpower, these days. Event management industry has quickly embraced this reality.

Event management industry not only makes an optimal use of technology but continues to reinvent their business model. Virtual seminars, walls embedded with LED lamps to display various colours in tune with the music played by the DJ’s at parties, LED screens to display the name/video of the brands and sponsors of corporate events and there is a constant evolution. Event management professionals are also expected to roll up their sleeves and hone with multiple and need based skills to service existing clients, penetrate new markets and potential areas of business interests. The assumption holds well in the context of technology for events management. ‘Event management is no more about doing ten tasks at one month but it entails one to use ten technologies to deliver hundred tasks or even more in a month.’ Measurement of results, activities, delegate/guest feedback and deliverables of conferences and events through relevant software programs is a boon to this industry.

The online medium has harnessed the potential of event management industry in creating the necessary buzz and attention to their events. Mobile applications and peer reviews ensure that event managers drive their business one-notch above their previous events. In addition to quality and timely information, technology has also helped in organising event invites at zero costs. A case in point is Facebook events.

On the flip side, too much of dependence on technology impacts creativity in a negative manner. Chief guests and or key note speakers of conferences have scripts attached to prompters and the concept of ‘extempore,’ is not always relevant in many of the conferences and events of today. Speakers and panellists are also under severe time pressure to discuss and debate their views before the time ticker indicates the end of their session and may miss on some of the important aspects of their presentation. Pre recorded songs and albums are impediments for many DJ’s in creating their own masterpieces.

Personal services and cool experiences are the USPs of event management business be it lifestyle events or corporate seminars. While technology is here to stay, the fundamentals of event management business remains the same. Technology will enhance the delivery capability of event management professionals and improve the scope for the business. What is your take on this whole issue?

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