The 2014 edition of the Middle East EVENT Show, which opened today (20 May) at the JW Marriott Marquis Dubai, has taken a leap toward the future by installing bCODE scanning technology.
The new technology, which relies on simple text messaging to deliver secure identity credentials to a mobile device, will deliver a unique alphanumeric sequence to every pre-registered visitor, two days before the show, which is simply placed on a reader to gain entrance to the event.
This method of registration not only removes the need for visitor badges and registration forms, but also greatly reduces the queues for preregistered visitors, as well as giving a new registration experience for onsite visitors, who after registering at one of the event terminals will receive their bCODE within 30 seconds which they can then scan to gain entry.
“The sustainable benefit of not having to print thousands of visitor’s badges or on-site registration forms is fantastic. Also, the introduction of bCODE technology fits perfectly with the essence of this year’s show, which has a heavy focus on digital trends, marketing and innovative technologies being showcased throughout the two day event.” said Richard Brook, Exhibition Director, Middle East EVENT Show.
Although the technology is being used in the event industry, it is still in its infancy. According to bCODE, the airline industry has witnessed massive savings to date by using similar technology, and mobile ticketing delivered to phones worldwide is expected to more than quadruple to 23 billion by 2016. Cost savings to the airline industry on implementing Bar Code Boarding Passes (BCBP) is estimated at $1.5 billion annually.
Another new edition this year is MKTG Live, a platform which provides marketing professionals the opportunity to learn, deliberate and debate amongst the region’s most influential industry leaders.
MKTG Live’s digital marketing conference, DIGICONF, will have a heavy focus on social media, and the trends expected to pop-up throughout 2014. It will also cover a wide range of topics from content and cross-channel marketing to CRM and gamification.
This year the Middle East Event Show will be taking place at the JW Marriott Marquis Dubai, and will run from the 20 – 21 of May, with the 7th annual Middle East EVENT Awards taking place on the evening of the 21st.
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