BEA­CON TECH­NOL­OGY UNDERUTILISED

Business Events News - - News -

DATALICIOUS chief ex­ec­u­tive of­fi­cer and founder Chris­tian Barten (pic­tured) be­lieves that bea­con tech­nol­ogy should be adopted in the ex­hi­bi­tions sec­tor.

The lo­ca­tion-based soft­ware, com­monly used in re­tail ap­pli­ca­tions, works by con­nect­ing the con­sumer’s mo­bile phone to ‘bea­cons’ in the phys­i­cal world, which then broad­cast meta­data to com­pa­nies to in­flu­ence shop­ping be­hav­iour.

“Every­body talks about it, but I haven’t re­ally seen it used yet,” said Barten at the Ex­hi­bi­tion and Event As­so­ca­tion of Aus­trala­sia’s an­nual con­fer­ence in Syd­ney yes­ter­day.

“Right now you see peo­ple walk through the door and that’s it,” he said, but with bea­con tech­nol­ogy ex­hi­bi­tion or­gan­is­ers would be able to gather valu­able in­for­ma­tion on at­ten­dees and find out what the most pop­u­lar and least pop­u­lar stands are at a show were.

He said the data could then help or­gan­is­ers choose the best ex­hibitors for their events, as well as pro­vide in­for­ma­tion on the con­tent show-go­ers were specif­i­cally look­ing for, giv­ing ex­hibitors an op­por­tu­nity to bet­ter plan their stands for max­i­mum en­gage­ment.

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