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BRANDS...Schwarzkopfi?3Network Rali?7Ford of Eu ro pe as EE32Barclays Wealth 35

READER RANTS

Augm ented reality opens up

exciting

w ys

of interacting

There are more

reasons for the

event industry

to get involved

in augmented

reality tha n is

commonly

realised.

Mobile augmented rea lity is

currently the most beneficial.

It is here, now, but people are

unaw are of its potential. It's for

the client to figure out how to

use it, but examples of how it

has been used are out there.

It is useful for alm ost any time

you want

a

part of the event to

provide more information

and content.

Aurasma

is

a great example.

It's an app that makes everyday

items, for example b usiness

cards, appear

to

have enhanced

features such as moving

graphics when viewed through

the app's camera screen.

Meanwhile, social networks

are becoming the fastest

channels to interact with

compan ies. If you send British

Airways a Facebook wall

message, in many cases it will

respond faster online tha n if

you called directly.

I've also seenexciting

developmentsin the way users

interact withevents.An iPad

mounted on aSegway-style

vehicle can now

be

operated

by

a user from th e comfort of their

home, which opens new

possibilities inthe waywe

interact with

events.

Itcould be

particularly useful fordisabled

delegates and it saves on travel,

so cutscarbon emissions. It's

about getting people thinking

about the options that are

availableforthem.

Adi

Beti-Nesher

ttianaging

director

Event Skills

In reality there aretoomany gim m icks

Over the past ten or

so

years

we've been told that video

conferencing was threatening

face-to-face meetings, that

virtual exhibitions were

sounding the death knell of

traditional exhibitions, that

RFID was revolutionising

events - the list is endless.

I even saw som ebody recently

who suggested that people

attending conferences should

wear video cameras on their

chests so that they could have a

record of conversations and

of

the people they met.

In reality, I think aug mented

reality m ight be of interest as a

gimmick to people w ith big

budgets, but why would

anybody w ant, for example, to

be the remote p ilot of an i Pad

mounted on a Segway as Adi

Ben-Nesher recently discussed?

My

crystal ball tells me that

before long, technology exp erts

will be promoting thenextbig

thing: gettingagroup of people

together in a room to discuss

issues ofcommoninterest.

They'll

be

ableto interact ona

one-to-one basis and even form

professional relation ships. It'll

be hailed as ground-breaking.

Organisersarebombarded

with too much nonsense about

new technology already. They

don't needthisstuff as well.

Ken Clayton director Reftech

TWITTERIFIC

Condom cabs come to

NYC

this #ValentinesDay

@TrojanConnects

@weareamplify

Last night

I

dream t my

friend's wedding had an

expo hall during the

reception. Clearly

I

need

more hobbies.

@johnYSchen

Great forum @chew tongle

well done @ CITmagazine,

looi

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