Exhibition News June 2018 - Page 43

The intelligent way to augment the exhibition experience Tanya Pinchuk, managing director at ExpoPlatform, explores the potential application of augmented reality at live events C onstantly evolving technology is responsible for shaping exhibitions. And for future development in our industry we must look at the world of emerging consumer tech. According to reports by Bloomberg and a series of corporate and patent acquisitions, Apple is preparing to launch a pair of glasses that bestow the wearer with a new view of the world. At the end of last year Apple CEO Tim Cook said that we are already using augmented reality – visualising technology that enhances what you see with contextual information from various data sources – that will transform the way you work, play, connect and learn. “Put simply, we believe AR is going to change the way we use technology forever,” he announced to shareholders. The company is not alone. Google has already demonstrated its commitment to the cause with its rather overpriced Google Glass, more successfully ported onto phones in recent months, as well as next-gen interactive tech such as the recently announced Google Assistant. Could AR soon make a real impact on the exhibition industry? Well its ability to enrich the exhibition experience is already raising eyebrows. During a technology deep-dive session at the recent UFI European Conference in Verona, myself and other attendees were asked to come up with tech products that could be potential game-changers. Three of the seven fi nal presentations were built around the concept of evolving the visitor experience with personal assistance headsets – using glasses to perceive the show fl oor in a completely new way. For example, they could alert you to the fact you are looking at a stand or person that qualifi es as a potential supplier or buyer for your products. Or maybe they are in a position to help educate you and your colleagues, or are scheduled to give a useful presentation. They may also simply perform the function that a traditional paper show programme and fl oorplan fulfi lled in the past; telling you what time the next speaker is due on the stage you are looking at, and the topic they are due to discuss. The value of chance encounters The benefi ts of such technology are clear. Much like snowfl akes, no two visitors are entirely alike: Visitor A may be there to buy, Visitor B to partner up and Visitor C to learn. In each case their requirements are diff erent and the visitor journey must be conceived accordingly. And additionally, while they may wish to premeditate their experience based on interactions they expect will benefi t them, we must not exclude them from encounters that they don’t. For example, despite making its way into every nook and cranny of a child’s bedroom, the colourful crafting putty Play-Doh was originally 66VfVB26Vr&GV7@f"v26V&G'6W'fVBFBG2vW&RW6rB27&gFrVFV6&GV6W"WF&VfVBFR6VpFFFfW26W&6VBBBFRB6V6R&V&WFVB@B&Vf&RrB&V6RV&VFW2G27V66W72v2'V@66R&FW"FFW6vFW"&GV7G26VFrF^"B&VƗFR6&V6PVvVǒ7V66W76gVf"&V62V&VFVBFFV"F7&VF6vR"&֗6W2FW"r&V^G2@W&F2f"BFFVƗfW"VvgVWW&V6RvPW7BF&WBvW&RFR6FWGVf&F06֖rg&vRF( BvBFW6VFRFVFǒ&V^6FW&7FVV6W76&ǒ&Vv7G&FFFB6&VgVǒ66VfVBFvF0FR6W&6Rg&v6V6bF26FWGVf&F6VB&RG&vFRW&F2GW7G'vFBvR66W@&WB7&VFrFVƖvVBF6rB7&FW&FBvRFFWFW&֖RrvRfWr6w2F&VvW'6767FBFV6w7V62"V&VBv76W2&V6W6RvRvR6&W67&&RW"WW&V6RF6PWFVBF6rFW2BW7BF6WBWVWFw2F@RrR6VBfSB6VB7VvvW7BF6RFBPF( BFV6w'FW"V&VFFVBW"GW7G'6V7W&RW"f6F'2WW&V6RFR'GVFW2FWB&R&RF&VF7BFV6VfW2( V6ƖP6~"W2Gvf6F'2&RVF&VǐƖ^( ЦW&FWw26VVR#C