Added value key to technology success

The need to provide clients with added value was the key message from the technology sector at the Gulf Incentive Business Travel and Meetings exhibition (GIBTM) in Abu Dhabi.

The seminar, facilitated by Samuel Smith, marketing manager of Switzerland - based Spotme, highlighted the rapidly expanding technology market aimed at the meetings industry.

But panelists acknowledged that with more products came more choice and a need for the client to get the right technology and value for their needs.

"Technology cannot just be something to play around with, there must be added value," said panelist and head of Salce Colada AG, Andrea Salce.

According to the panel there was a fear three to four years ago that technology would bring about the end of the meetings industry. Despite this fear, it was concluded by the panelists that technology had actually enhanced the industry.

"Technology is actually complimenting the whole of the meetings industry," said Steve Mackenzie vice president of global marketing for Ungerboek Systems International.

"It is allowing more people to attend and increasing the reach and range of participants."

Debate focused on five areas where technology can add value to the industry, including audience response, collaboration, networking, radio-frequency identification (RFID) and website technology.

Longevity of the meeting experience was highlighted as an area where technology could bring exceptional added value: "Participants need to be much more involved earlier and their conference experience must end later," said Salce.

"There needs to be more value than just the conference days and this can be done through technology."