rohit talwar convention 2020 emerging industry priorities - imex - may 25th 2011
DESCRIPTION
Presentation on the latest Convention 2020 on priorities for the year ahead and strategies for 2015 for event owners, associations, venues, destinations and event agencies. Presented at Imex May 25th 2011.TRANSCRIPT
Emerging Industry Priorities, Strategies and Business Models
IMEX Frankfurt IMEX Frankfurt May 25th 2011
Rohit Talwar
CEO – Fast Future
www.convention-2020.com
• Global strategic foresight study to help the meetings industry prepare for
the decade ahead - Industry-wide sponsors
• Multiple outputs Nov 2009 – December 2011
• Current studies on future strategies for venues and destinations
Convention 2020
Growth is not Guaranteed,
Image source: Piper Report
,Thinking is Back in Fashion
Image source: Einstein.yu.edu
Demographic Destinies 2 billion more people in 40 years –
Demographics is Driving Economics
1998
448 691 5231739
344
1998
729
4157
1030
585
Source : United Nations2010 2050
Generational Diversity Lifespans are Increasing
Developed economy ‘under
50’s’ have 90% chance of living
to 100.
Aubrey de Grey suggests we Aubrey de Grey suggests we
could live to 500 or 1000
What are the implications for
event design?
What kind of opportunities will
be created?
Image source: ted.com
Business Model / ROI Innovation
Free or FantasticImage source: eholidayindia.com
Telephony• Voice
• Messaging
• SIM card
• Phonebook
• Ring Tones
• Security
Connectivity• Cellular
• Up to 14 bands
• WLAN/BT
• GPS
• NFC
• FM
TMT – Convergence and Immersion
Data/Enterprise• 100Mbps
• IMS
• Browsing
• VPN
• PIM
• Ecommerce
• Payments
Software• Protocols
• Middleware
• Applications
• User Interface
• Minimize fragmentation
Multimedia• Camera 8-16M
• Camcorder
• 24M Color Display
• Memory (160GB)
• Multiformat A/V • HD Video/TV out
• Games
(50-100M Tps)
• DRM
Augmented Reality / Heads Up
Image sources L-R: image-acquire.com/
gawker.com / gizmag.com
Gesture Interfaces / Tag and Buy
Ambient Intelligence
Our Personal ‘Ecosystems’ Will Evolve
Fully Mapped Personal Genome
Brain-Computer Interfaces
Memory Capture /
Enhancement
Body Area Network
Image sources clockwise: rdn-consulting.com / scientificamerican.com / athena-gatech.org / media.mit.edu
Barriers to EffectivenessWhat do you consider are the biggest problems today that stop conferences and
exhibitions from being fully effective?
697 respondents (03/10)13
No. of Respondents
Factors influencing the decision to attend in 2020 (03/10)
% of Respondents
Imagine your life in 2020, what are the factors that would encourage you to attend
live events such as conferences and exhibitions?
14
Less but Bigger?
By 2020, compared to today, I expect there to be fewer but larger
conferences and exhibitions covering wide topics, industry
sectors, or "communities of interest" - with less choice of which events to
attend, but much more choice within the events themselves.
1085 respondents15
Image source: Qatar National Convention Centre
More, Smaller and Specialized?By 2020, compared to today, I expect there to be a greater choice of many
more smaller, highly specialized conferences, exhibitions and meetings -
there will be much more competition from events wanting me to attend.
1090 respondents16
Image source: imageshack.us
New Pricing ModelsBy the Year 2020 In order to attract the right sort of participants,
conferences and exhibitions will have to offer strong price incentives (e.g.
free attendance, subsidized travel to "buyers", sponsors pay for key
senior delegates to be present).
1087 respondents17
Image source: suncalnmecondev.com
Pay as You GoIn 2020, participants at conferences and exhibitions will pay according to the
returns they obtain from attending - e.g. sales appointments booked, individual
education sessions attended. Organizers will have to guarantee
quantifiable "returns on investment". Simply paying a flat fee to attend or exhibit
will decrease in frequency.
1082 respondents18
Private and ExclusiveIn 2020, conferences and exhibitions will be far more "private" than they
are today. Only properly qualified and pre-invited participants will be
allowed in. There will be far more security checks and pre-qualifying
conditions for many events.
1084 respondents19
Image source: freevegasclubpasses.com
Open to AllConferences and exhibitions will be far more open and wide-ranging in terms of
who is allowed to participate than they are today, bringing together any
individuals who have any interest or involvement in the topic being
covered. Event marketing will deliberately be designed to attract anyone who can
add any value to an event.
1075 respondents20
Image source: about.com
Increasing Commercial
OpportunitiesIn 2020, conferences and exhibitions will include far greater opportunities
to sample and purchase products and services than they do at the
moment - there will be vastly more business opportunities at conferences
and exhibitions than there are today.
1086 respondents21
Image source: walyou.com
CEED Slovenia – Engaging Gen Y and Z Entrepreneurs
Image source: ceedslovenia.org
Global Franchise - TED
http://www.borev.net/imf.jpgImage source: blog.sustainable.org
Event Camp Twin CitiesThe Audience are the Event
http://www.borev.net/imf.jpgImage source: ready2spark.com
Embrace Collaboration –
Design e.g LIFT
http://www.borev.net/imf.jpgImage sources: ldailymotion.com / liftconference.com
Embrace Collaboration –
Events e.g Gastro
http://www.borev.net/imf.jpgImage source: gastro2009.org
Food Service Network Total Immersion
Image source: foodservicenetwork.nl
PCMA Learning Lounge
Image source: jeffhurtblog.com
Personal and Immersive
e.g. Globe Forum Silent Conference
Image source: sustainablecitiesnet.com
Innotown – Simple and Slow
Image source: innotown.com
Trade Show Innovation
• Routes /
Network
• Health Industry • Health Industry
Distributors
• United Food
Processors
Image source: Imex
Food Inspiration - 1
Reinventing the Trade Show
Image sources: lovelovemodo.comlisstree.com / thechefalliance.com
Adelaide Convention CentreCreating Experiences
http://www.borev.net/imf.jpg
Image source: Adelaide Convention Centre
Food Inspiration - 2 Pop-up Events
Image source: Foodreflection.nl / sre.nl
Event Design Priorities 2011
Increase
networking
opportunities
Extend use of
social media
around an event
Retain existing
sponsors and
exhibitors
Image sources: gadgetheat.com / lab.77agency.com / everyjoe.com
Association Event Priorities 2011
Demonstrate
event benefits to
potential
delegates
Differentiate
events in the
face of increased
competition
Identify benefits /
proof of value for
sponsors and
exhibitors
Image sources: expertaccess.cincom.com / michael.hightechproductmanagement.com
Event Agency Priorities 2011
Attract new
customers
Maintain the
existing customer
base
Maximize
delegate
satisfaction
Image sources: successpropublications.com / 1stwebdesigner.com / philipgraves.net
Destination Priorities 2011
38
Use web /social
media more to
promote the
destination
Find differentiators
in the face of
intense
competition
Prioritise key
events, industries
and associations
to target
Image sources: lab.77agency.com / michael.hightechproductmanagement.com / 4.bp.blogspot.com
Venue Priorities 2011
39
Provide free
broadband
wireless access
Create lower
cost operating
models
More flexible
service offerings to
meet customer
demand
Image sources: trustedreviews.com / berlin-airport.de / freshminds.co.uk
Event Management Strategies 2015
Stronger focus
on
personalization
and maximizing
individual
learning
Greater focus
on capturing
the knowledge
generated at
an event
Increased
emphasis on the
overall ‘meeting
architecture’ to
ensure delivery
against objectives
Image sources: gadgetheat.com / msnbcmedia2.msn.com / simonblog.com
Alternative Event Business Models 2015
All sessions
available on a
pay per view
basis after the
event
Sponsorship
based on level of
interest or actual
business
generated
Presentations
streamed live to
the web
Image sources: telepresenceoptions.com / addmetocart.com / skylinetradeshowtips.com
Event Agency Strategies 2015
Develop solutions
which help clients
capture and re-use
the knowledge
generated at
events
Look more like
management
consultancies –
providing a range of
additional consulting
and research services
Focus on
developing a deep
understanding of
client business
strategies and
prioritiesImage sources: images8.cpcache.com / sairamenterprise.com / technicalmanagementinstitute.com
Destination Strategies 2015
Show ROI for
event
owners/delegates
Show longer
term contribution
to economic
development
More
extensive
data mining
Image sources: skylinetradeshowtips.com / dirtcheapgeo.com / backtothefuturetrading.com
Venue Strategies 2015
44
Offer full AV
package
Offer a full
meeting planning
service to help
attract events
Full e-solution
to event
organisers
Image sources: telepresenceoptions.com / gmwda.gov.uk / bp.com
Venue Business Models 2015
45
Outsource
management to
third party
specialists
Grow leisure
and retail to
diversify
revenues
Create new
events alone
or with
partners
Image sources: businessweek.com / wcafamily.com
Technology Gets Personal
By 2020 all conferences and exhibitions I attend will offer a totally
personalised experience, tailor-made to my needs, and offering
whatever technological tools are needed to make the event fully
interactive so I can engage with and influence the content of the event.
1093 respondents46
Image source; crazyapplerumors.com
Total CustomizationIn 2020, the personal comfort of attendees will be much more important to
organizers than today. Individuals will be able to obtain personalised menus at
meals, there will be many options for entertainment and relaxation, e.g.
customized seating. Organizers will make far better use of information about
individual attendees than they do today.
1093 respondents47
Image source: lovelovemedo.com
Knowledge is the New CapitalIn 2020, almost everything that happens at events will be measured and stored as
useful data for organizers and participants to use in real time, including sessions
that individuals attend, interactions between attendees, appointments that are
made and the educational and business interests that individuals express (before,
during and after the event).
1084 respondents (03/10)48
Image source: lonewolflibrarian.files.wordpress.com
Drivers - Emerging Challenges
DesignDesignStrategyStrategy DeliveryDelivery
�Business �Develop Top � Knowledge is �Business Positioning
�Sustainability – Plan for Uncertainty
�Economic Return
�Out-think the Competition
�Develop Top Talent
�Lean Thinking
�Business Model / ROI Innovation
�Service Innovation
� Knowledge is the new Capital
� Embrace Collaboration
� Personal / Immersive
� Generational Diversity
Business Positioning
50
Basic Model
Low Cost No Frills
Fast Follower
Strategic Innovator
Economic Return
OrOr
Image sources: tourismthailand.org / physics.dit.ie
Out-thinking the Competition
52
Image source: blogs.smh.com.au
TeliaSonera TelePresence Meetings Stockholm-Helsinki
• Number of meetings: 464
• Reduced number of journeys: 1.392
– 500,000€ in travel costs
• Saved working time: 40 months
53
• Saved working time: 40 months
• Reducing carbon dioxide emissions by: 169,000 kg
Image source: Telia Sonera
Competition - Meeting Models
Source: Tandberg
Country / City Welcome
Image source: Australiantravelclub.co.uk
Sector and Country Targeting
Image source: prwatch.org
Ambassador Programmes
Image sources: conventionedinburgh.com / visitbrighton.com
Authentic Experiences
Image source: roryandjamie.files.wordpress.com
Convention 2020 - Conclusions
• Demand will hold up
• Innovation required in
formats, business models,
capability and technologycapability and technology
• Focus on ‘enabling business’
• Personalisation is key
• ‘Total sustainability’ agenda
Image sources: mrcheckout.net / topboxdesign.com
Next Steps – June – Dec 2011
• Venue Strategies
• Destination
StrategiesStrategies
• Technology
Timeline
• Association Events
• Corporate Events
Next Steps – How Can You Get Involved?
• Future Reports – Give us Feedback
• Take part in Pulse Surveys
• Contribute Expert Papers
• Run / Host a Workshop / Survey
• Student Essay Competition• Student Essay Competition
• Suggest Research Topics - tell us what you’d like to see L
• Ask about the sponsorship benefits
[email protected] www.convention-2020.com
Fast Future – Meetings Industry Services
• Briefings and workshops for executive
management and boards of venues, CVB’s and
associations
• Customised research on trends, technologies
and new marketsand new markets
• Development of strategies and business plans
• ‘Deep dives’ on key trends and technology
developments
• Consultancy and workshop facilitation on
innovation and new business models
62
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Hotels 2020: Beyond Segmentation Objectives
• Identify change drivers and
key success characteristics
for the globally branded hotel
sector over the next decade
• Examine the implications for:
– Hotel strategy
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– Customer targeting
– Innovation
Rohit Talwar• Global futurist and founder of Fast Future Research.
• Award winning speaker on future insights and strategic
innovation – addressing leadership audiences in 40 countries on
5 continents
• Author of Designing Your Future – Published 08/2008
• Profiled by UK’s Independent Newspaper as one of the Top 10
Global Future Thinkers
• Led futures research, scenario planning and strategic
consultancy projects for clients in telecommunications, consultancy projects for clients in telecommunications,
technology, pharmaceuticals, banking, travel and tourism,
environment, food and government sectors
• Clients include 3M, BBC, BT, BAe, Bayer, Chloride, DTC De
Beers, DHL, EADS, Electrolux, E&Y, GE, Hoover, Hyundai, IBM,
ING, Intel, KPMG, M&S, Nakheel, Nokia, Nomura, Novartis,
OECD, Orange, Panasonic, Pfizer, PwC, Samsung, Shell,
Siemens, Symbian, Yell , numerous international associations
and governments agencies in the US, UK, Finland, Dubai,
Nigeria, Saudi Arabia and Singapore.
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