A little while ago the guys over at Whova wrote a post on the challenges of event apps called 6 Reasons to Re-Think Building your Own Event App. They presented some interesting insight into the main challenges event professionals face when developing a branded event app for their visitors. A lot of things happened in the time since the piece was written, the launch of Google Eddystone beacon format, and the cancellation Google HERE service inside Google Maps just to name a few major pieces of news for the booming retail and event technology industry.
In this post, we’ll take a look at the current situation in beacon technology. With the concept of the physical web, we can go further in analysis and explore the newest technology trends. How does the advent of the physical web change the situation in the Event Technology and the entire IoT landscape?
- Mobile Development Takes Forever
Mobile app development is a complex task: with user requirements, meetings, walkthroughs, more meetings, project management, schedules and then some more meetings…mobile event app development offers very little in terms of instant gratification.
The physical web will take care of that: you’ll select the communication tools add the proper content or interaction features, delegate the content tasks to exhibitors or partners who you can work together with, you’ll have a much more easy time developing your content!
- Mobile Development is Tough
Let’s get real: you’re most likely are not – and most definitely do not need to be – an IT professional. And mobile app development is expecting a lot from you: understanding the fundamentals and the day-to-day tasks of mobile app development is a tough expectation that should not be!
The physical web will change this: you will be basically drag-and-dropping your way to a website that you will be able to collaborate on with ease: delegating or sharing content tasks during preparation will be a snap! Deployment will be as easy as placing the physical web beacons to the desired locations of your event or venue!
- Mobile App Security is Important
This is one of the key areas for the future: apps even from the biggest vendors rely on several techniques (like local databases) that are prone to data theft. This area of the security layer is very under-elaborated: event apps are typically low-used apps, developers are not likely to test them on big, global audiences. This means that data theft is less likely to be identified.
The physical web relies on the standard web technologies that have been with us for over a decade now: with content delivery networks and massive security services behind them, your data is as secure as it can be!
- You’ll Need A LOT of Technical Support for that App!
There is just too much hassle with tech support: apps have to be compatible with several screen sizes, browsers and settings that do not make it easy on event professionals. You need to remind yourself that this app is NEW to all of your visitors!
Using standard web technologies, the physical web will replace all of these problems. All of the browsers on all of the major platforms (even on Windows Mobile 10) are HTML5 compatible to a high degree. This means that the physical web will render the same on all of these platforms and provide the same experience to all!
- App User Experience is a Learned Art Form
With changing technologies and ever-bigger screen sizes, the design of the user experience is different for all target markets. Trying to provide the same UI for all events is a stretch: from teens to millennials through seniors, target markets have very-very differing content consumption and device use patterns. Using an app-based concept for event engagement will tie you down.
With the physical web, your on-event interaction can be as simple and as tailored as you wish: from simple schedules to Q&As at talks, file sharing at stands all of the possibilities are in your hands!
- Publishing and Distributing Event Apps is no Cake-Walk
No matter who you work with, no matter how much experience they have, especially on iOS you have to be ready within weeks of your event: app approval times are slightly rising on both platforms. The more complexity you have, the bigger the times are.
The physical web will do away with this: you’ll be able to change content and interaction features on the fly even during the event itself!
As these examples show, almost all of the challenges facing the Event marketing and Event technology segments will be solved with the Physical web and Google’s Eddystone beacon format allowing for mass acceptance of proximity-based information and interaction on a large scale.