As examples, look to the meeting planner or venue manager. Mobile apps for sessions, speakers, attendees, exhibitors and guests are a “no-brainer”. Often adoption is not about ROI even though it is easy to confirm, but more about differentiation of the event and the venue itself, and implementing unique approaches with leading edge technology. Also location based services are just taking hold, meaning that I can get real time information that is relevant to me based on the context of where I am and what interests me. Mobile is a filter that should personalize information that is unique and important to me.
Productivity is apparent the first time you search using a mobile app. Instant response regarding personal interests, a company or attendee name, versus thumbing through a very large paper-based event guide. Same goes for finding a session, changing the agenda, geolocation to get directions on where I need to go, finding out what’s on right now since I have some time to spare, or finding the best fine dining Indian restaurant that is closest to where I am right now, and providing directions. How many times while visiting Vegas properties or in major indoor venues or trade shows have you been lost? Goelocation and wayfinding is now available indoors with the right technologies which need not be expensive.
The next decade is all about mobile, and I repeat the mantra "mobilize or die".