Overview of mobile technologies for tradeshows & venues

V1.0, January 2015

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TOPICS

Mobile opportunities & benefits

Mobile technology overview

Mobile revenue models

TapCrowd platform

Conclusion

MOBILE OPPORTUNITIES & BENEFITS

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Mobile opportunities & benefits for tradeshows

FOR VISITORS

Personalized information before, during & after

the event

FOR EXHIBITORS

Extra leads & booth visitors

FOR ORGANIZERS

New revenue models: lead generation,

visibility…

MOBILE TECHNOLOGY OVERVIEW

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4 different aspects of mobile location technologies

• Mobile positioning

• Outdoor: GPS & wifi

• Indoor positioning system (IPS)

• Indoor mapping

• Today: Your own floorplan in your app

• Tomorrow: Google & Apple Indoor maps

• Indoor navigation

• Today: proprietary solutions

• Tomorrow: Google & Apple indoor navigation

• Location targeting

• Outdoor targeting

• Indoor targeting

• Native apps vs. web apps

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Mobile positioning outdoors

How does your smartphone know your location outdoors ?

Cellular data

From the mobile carrier

Satellite

positioning

Known locations of wifi hotspots

Past: streetview cars

Today: crowdsourced via everyone’s smartphone

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Mobile positioning indoors (IPS)

How does your smartphone know your location indoors ?

Bluetooth

High frequency RFID

(radio frequency identification)

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Indoor mapping

• Today: Your own floorplan in your app

• Tomorrow: Google & Apple Indoor maps

see maps.google.com/floorplans

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Indoor navigation

• Today: proprietary solutions

• Tomorrow: Google & Apple indoor navigation

Google Maps Floor Plan Maker app

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Location targeting

Location targeting: send commercial & informational messages based on actual location

of user

• Outdoor targeting:

• Geofences

• Indoor targeting

• iBeacons (Bluetooth)

• NFC

• Native apps vs. web apps

• Native apps: geofencing, iBeacons, push notifications

• Web apps: positioning (lat/long) OK, but no geofencing, no iBeacons, no push notifications (yet)

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How does a geofence work ?

1. App requests opt-in from user

2. App registers geofence on device

3. Device continuously tracks user location for all apps

installed

4. Device will alert app when user enters/leaves geofence

Also when app not running or app is in background

(but app must still be installed)

5. App decides what to do:• Log user location (for analytics & user profiling)

• Show notifications, examples:

<5km from venue: “Parking 3 is full, use parking 2”

<300m from venue: “Welcome ! Live demo’s in hall 1”

Don’t forget to buy your parking

ticket at the entrance !

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Geofence requirements on device

User must have accepted location-detection in app

Smartphone with GPS (any smartphone these days)

No internet (Wifi/3G) needed, unless when app

needs to communicate with a server to trigger e.g. a

message

User can turn of “location services” entirely or per

app

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How does an iBeacon work ?

iBeacon sends out low-energy bluetooth signal (LBE)

Battery can last multiple months

Smartphone detects Bluetooth signal

Similar to geofences, app will register “known” iBeacons on

device, and app will be alerted by device when iBeacon is in

sight. App can decide to show e.g. a notification.

3 ranges can be set:

• Immediate (<10cm, similar to NFC)

• Near (2-10m)

• Far (10-30m)

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Use cases of iBeacons on tradeshows and in venues

Gamification to generate leads to a booth: award

visitors when they visit a booth with e.g. a special

offer

“Negative beacons”: log all booth visits of a user,

and invite people to a booth when they did not

visit that booth yet: “Don’t forget to visit booth X !”

Measure booth visits for analytics/reporting

towards exhibitors, or to charge for performance-

based lead programs: “3500 leads have visited

your booth”.Don’t forget to visit booth A100

for a live demo. Click here to view

on floorplan.

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iBeacon requirements on device

Bluetooth turned “on”

Both Android and iOS devices support iBeacons

Recent version of OS and recent device needed (older devices not

supported).

No internet (wifi/3G) needed, unless when app needs to communicate with

a server to trigger e.g. a message

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iBeacon brands & models

Power:

• Non-replaceble battery

• Replacable battery

• AA batteries

• 220V powered

Form factor:

• Protection IP40+

• Mounting possibilities

Configuration capabilities:

• Power of signal (determines battery life)

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What is NFC ?

• NFC (near field communication) is high frequency RFID

(radio frequency identification), range max. 10 cm

• NFC tags are passive stickers that can be detected with

an NFC scanner/antenna

• Some smartphones have NFC (e.g. certain Android

devices)

• Apple only uses NFC for Apple Pay (NFC on e.g.

iPhone6 cannot be used for anything else)

• NFC will be used in the future e.g. for mobile payments

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Push notifications & local notifications

Push notification

Requires internet (3G or wifi)

Sent from a server

Local notification

No internet required

Sent from within app (e.g.

reminder)

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Legislation

EU data protection directive (WP29, new directive 2013/2015)

EU electronic privacy directive (cookie law)

US: similar legislation (cfr. FTC)

• Opt-in from user required

• Only store/track data needed for app to function properly (no excessive

logging/tracking)

• Allow user to have personal data removed

• Privacy policy in app

MOBILE REVENUE MODELS

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Premium listings & banner ads

Sell extra visibility to

your exhibitors and

sponsors in your

tradeshow app, with

premium listings and

banners.

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Lead capturing via the “virtual bag”

Your visitors can easily store

brochures and other content

that they like inside the app in

the “virtual bag”. After the event,

visitors receive an email with the

content that they liked.

At the same time, you have

email addresses with opt-in

(from the app) that you can use

to promote exhibitor and

sponsor offerings after the

event.

B r o c h u r

e s

S e l e c t e d

b y

v i s i t o r

M a i l i n g

l i s t

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Photo-sharing with your logo to social media

Allow visitors to take pictures with

the app. Pictures can easily be

shared on social media (facebook,

twitter).

Your event logo (or sponsor logo) is

automatically added to each picture.

This feature is not only fun for your

visitors, it provides viral marketing

for your event !

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Sponsored push notifications

Send sponsored push notifications to

your app users.

Based on the interest of the visitor

(e.g. “heatpump demo” for users that

looked at heatpumps in the app).

Based on location & time.

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CASE: from a tradeshow app to a new revenue model

An attractive revenue model

“Initially our events apps were simple an extra

service towards our visitors.

This has evolved into a new source of

revenue through sponsoring, ads inside the

apps, and lead generation for exhibitors.

Mobile apps have become a crucial direct

communication channel towards our event

visitors.”

Marleen Vanhee

Marketing Intelligence & Communications

Officer - Artexis

CASEThe “BIS beurs” app was monetized by a media partner

(Corelio) of the event organizer.

3 products were sold to exhibitors:

• Premium listing (top listing) in exhibitor catalog

• Banner ads in app

• Sponsoring of photo sharing contest (viral)

TAPCROWD PLATFORM

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2 platforms that put the marketeer in the driving seat

MOBILE EVENT APP

BUILDING PLATFORM

MOBILE MARKETING

PLATFORM

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App functionalities

General Info

List important information regarding your

event. From opening hours & event

location to ticketing information.

Attendees

Allow attendees to easily network which

their peers. Efficient networking has

finally arrived!

News

Keep your audience up-to-date with the

latest event news.

Conference Bag

Visitors can tag content they would like

to take with them e.g. product brochures

from a certain exhibitor.

Session & Speaker Rating

Request ratings from attendees after

sessions and speaking slots.

Exhibitor Catalog

The exhibitor catalog is a list which offers

detailed information on each exhibitor.

Personal Agenda

Your audience will love creating their

own schedule filled with the sessions

they want to attend.

Interactive Floorplan

Easily guide visitors the way with a multi-

level interactive floorplan including

indoor navigation.

Social Media

An integrated Twitter and Facebook feed

with the possibility to send tweets from

within the app with the official event

hashtag.

Ad Banners

Integrated ad banners offer extra

visibility for your sponsors.

Sessions & Speakers

A list with sessions and detailed speaker

information which can be divided into

tracks and rooms.

Push Notifications

Send last-minute event information to all

users of the app. Enable your partners to

send sponsored messages.

Sponsors

List of your event partners with detailed

information.

Live Q&A & Polls

Voting for attendees with live displaying

of results, and asking questions to

speakers (with moderation)

Messaging

Attendees can send messages to each

other to improve networking.

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Backoffice feature overview

Manage your app features

Edit & update app content

Import excel files (attendees, exhibitors, sessions...)

Export reports

Easily distribute your app via email and publish in the

app stores

Manage app users

Send emails

Send push notifications

Moderate live Q&A questions

Analytics

...

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Campaign builder to promote exhibitors, sessions...

SAVINGS GOAL

Visitors in Hall A

USER PROFILE

We want to reach users with a C-level profile and interest in displays

USER CONTEXT

We want to target users who are currently not in a session

ACTION

Users that meet the aforementioned criteria should be

sent a push notification.

SCHEDULE

We want to reach them when the tradeshow is actually open.

GEOFENCE

GEOFENCE

Visitors in Hall B

Tradeshow openSCHEDULE

USER PROFILE

USER PROFILEC-Level Profile

Interest in displays.

Currently Not in session

USER CONTEXT

Invite for Barco Session “Next Generation of

digital signage”

ACTIONS

GEOFENCE

We want to target users close or in Hall A or Hall B.

Session InvitationWant to get an exclusive sneak

peek at the future of Digital Signage? Attend the session!

Dismiss OK

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Use geofences and iBeacons to trigger push

notifications

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Manage personalised push notifications

CONCLUSION

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Watch a 2 minute video on TapCrowd for tradeshows

Or visit Youtube: https://www.youtube.com/watch?v=bgmSSH0iHLc

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Contact us, we are looking forward to talking to you !

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info@tapcrowd.com

www.tapcrowd.com/events

Europe (HQ)

Grauwpoort 1

B-9000 Gent

Belgium

info@tapcrowd.com

+32 9 298 01 92

Turkey

İnşirah Sk 25, Beşiktaş,

34342 Bebek Mh.

Istanbul

temas@tapcrowd.com

Brazil

Av. Eng. Luis Carlos Berrini 1500

Brooklin Novo, São Paulo, SP

Brazil

contato@tapcrowd.com

+55 11 3588 0400