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ExCeL London and Fish Software have concluded an agreement to permanently install Fish’s RTMS technology (Real Time Measurement System) in ExCeL. This is the first permanent installation of this technology anywhere, making ExCeL London the world’s first truly smart event space. The Fish technology leverages RFID (Radio Frequency Identification) to measure the exact location of every visitor to an event, with an accuracy of 6 inches, every second – providing highly detailed measurement, analysis and benchmarking tools for organisers and exhibitors and an interactive and personalised event experience for visitors.
The unique technology measures visitor traffic flows, dwell time, staff engagements, information requests and seminar attendance all of which can be cross-referenced against aggregated delegate demographic data in real time. Visitors benefit from a personalised show experience and enhanced interactivity as they request information to be automatically delivered to them, see exactly where they are on a digital sign or mobile phone and create a network of contacts they have made at the show.
As an ROI tool the technology places events on a level footing with the internet as every aspect of the exhibitor’s stand presence is able to be measured with exceptional accuracy as well as the technology functioning as an automated lead capture device. Average length of time visitors spend on a stand, what products and services they looked at, which members of staff they talked to and which products they requested information about are all measurable and able to be subdivided against any specific demographic.
Kevin Murphy, CEO ExCeL London commented: “This fabulous technology will revolutionise the industry and will enable us to work even more closely with our clients to help them and their customers consistently deliver successful results, and ultimately events. Permanent installation of the Fish technology in the halls will allow all events, no matter what their size or nature, to benefit. We have, yet again, taken the lead to further invest in, and fully support, our customers with this venue wide installation.”
Fish’s CEO Michael Gilvar commented: “This real-time technology will enable the exhibition industry to make the big jump. Our ability to deliver powerful insightful measurement tools will move events from the bottom of the media totem pole, to the top, even eclipsing the capacity of the Internet to deliver actionable measurement and data. The closest comparison is Google with huge reciprocal benefits being delivered to Internet users while powerful data and relevant messages are delivered for advertisers. The Fish system will drive a host of benefits for the event delegates that in turn drive better messaging and measurement for exhibitors.”
Commenting on the new software, Alastair Gornall, Chief Executive, Reed Exhibitions Ltd: "Never before has the ability to measure ROI been more important than in these troubled times and the Fish software looks very promising. However, this exciting new development only makes real commercial sense if the equipment is hard wired into the halls so any developments along these lines are most welcome."
Theodore is the Co-Founder and Managing Editor of TravelDailyNews Media Network; his responsibilities include business development and planning for TravelDailyNews long-term opportunities.
