The Big Debate on tech
A January UFI Connects session welcomed a debate on whether online events are cutting into offline events , and explored the question of ownership of data
he 14 January UFI Connects digital session took the form of a ‘ Big Debate ’ on some of the most relevant topics surrounding technology in the exhibitions industry .
Matthias ‘ Tesi ’ Baur , CEO of MBB Consulting and Gunnar Heinrich , CEO & managing partner of adventics GmbH , joined moderator Stephan Forseilles for the session . They debated a number of questions regarding the digitalisation of events and ownership of data , while taking questions on these topics .
The first question debated was : ‘ Has our industry only undergone a pseudo-digitalisation ?’. The panellists said that many companies in the online event space had not fully bought into a digital model , and that their use of digital event platforms needed integrating further . Baur described the pandemic as a “ healthy shock ” which forced many businesses to adapt , but said that digitalisation was more than just choosing an online platform .
Many companies , he said , would also miss the chance to digitise and get up to date by relying on the return of physical events in the near future . While traditional revenue streams would return , there are big opportunities to create a whole digital strategy in which online and offline events will enrich each other . Heinrich described the current state of online events as a “ mish-mash ”, with too many different platforms being used .
When the question was put to a poll , 82 % of those in attendance said ‘ Yes ’, the exhibitions industry had only undergone a pseudodigitalisation .
Both Baur and Heinrich agreed that the exhibition industry was lacking data scientists , who would allow it to capitalise on the data it was collecting from online events . An important task for organisers , they said , was to make sure they own as much of the available data as they can , rather than this only being available to platform holders like Zoom . Heinrich added that event companies should be building alliances with smaller companies that provide crucial services such as content creation for online events .
Another question posed was : “ Are online events a risk to offline events ?”. Baur argued that online events are both risk and opportunity . However , he added that the idea online events would cut into offline business was ridiculous , and that one should be helping the other . Stephan Forseilles used the analogy of live music – just because we listen to music at home , does not make us less likely to go to a concert . In fact , the opposite is true . “ We should try to adopt the same mindset when thinking of events ,” he said .
The audience agreed , with 67 % saying they thought online events were not a risk to offline events .
Both panellists pointed out that private companies have been faster when it comes to digital innovation . In a survey of best practice at digital events , Baur said the best of the best were Microsoft and Apple , which staged top-tier online events despite not being a part of the exhibitions or meetings industry . He said it was “ heartbreaking ” that many companies in exhibitions , despite being in “ pole position ” for digitalisation , are currently losing the race .
There is much still to be done , then , in creating an integrated digital strategy . 2021 should provide ample chances for companies to adapt their business .
22 Issue 1 2021 www . exhibitionworld . co . uk