Consumers have a growing expectation of spaces that don't ask them to engage but provide tailored engagement, information and an adapted experience. This presentation explores the trends and technology driving this development and the implications for experience creators.

1. ISES/BNC 2015
Intelligent Spaces
18.02.2015

2. Intelligent Spaces
Introduction
- Katie Streten,
- Head of Consumer Insight and
Senior Creative Strategist on the Ford
account
- Eight years at Imagination
- Digital and social focus

3. Intelligent Spaces
What are Intelligent Spaces?
DEFINITION:
Spaces/events that are responsive to customers, consumers
and event managers
But why bother?

4. Intelligent Spaces
Three key trends driving intelligent spaces
• Cloud Computing
• The Internet of Things (IoT)
• Millennials

5. Intelligent Spaces
Cloud Computing
What is cloud computing?
The practice of using a network of remote servers hosted on the Internet to
store, manage, and process data, rather than a local server or a personal
computer eg Google Drive
Key impact - Cloud Computing will drive an expectation of immediacy
and speed of information delivery
•Location independent – instead of your delegates having to be at their work
station they will expect to use their phones to access and sign up at a time
of their own convenience or send you data that can change your experience
•Data storage – hold more information, provide faster download and upload
of conference generated media to the Internet. A new take home
experience beyond the everyday delegate pack or YouTube video set

6. Intelligent Spaces
The Internet of Things
What is The Internet of Things?
The Internet of Things (IoT) is a scenario in which objects, animals or
people are connected to the internet and can transfer information over
the network.
According to Gartner, there will be nearly 26 billion devices on the Internet
of Things by 2020, ranging from heart monitoring implants, biochip
transponders on farm animals, automobiles with built-in sensors, or field
operation devices that assist fire-fighters in search and rescue.
61% of UK adults owned a smartphone by Q1 2014.
Key impact – Will drive an expectation of connectedness
•Delegates can bring their own devices – you just provide the experience
•Light touch info delivery – high production value advertising collateral
•Enhanced networking possibilities.
•Wearables become useful!

7. Intelligent Spaces
Millennials
Millennials are aged 17 to 32 and collectively are expected to spend more than
$200b annually starting in 2017 and $10 trillion in their lifetimes.*
What are they like?
•Mobile is the extension of their hands
•Social media is their favourite way of communicating with the world
•They reject tradition - Millennials are more interested in what works best for them.
•They're unfiltered - more likely to tell you exactly what he or she thinks of you
•Five to six Millennials choose to connect with companies in social media, but they
want something in return (58% to get discount, 51% to get free perks, 45% to get
better customer service, 28% to complain and to be heard)*
•78% are influenced by how innovative a company is when interviewing
•They also want to be the part of an experience and to be able to share it
•Key impact - Changing expectations from a demanding audience who are already decision
makers.
–*Essec, Generation Z- The Future Luxury Consumer, May 2011 *Deloitte, The Millennial Survey 2014
–*SDL, Understanding Global Millennials, 2014 **Index Mundi, UK Age Structure, 2014

8. Intelligent Spaces
Imagine….
• An event manager can enhance a visitor/exhibitor
experience by enabling visitors to chop and change
sessions on the fly via mobile
• An exhibitor can adapt their information provision in
response to visitor flows around an event – reducing the
expense of printing brochures or creating a different
atmosphere on stand through the use of scent
• An attendee can guarantee access to a microphone at
question time – because the mic is their phone
In a competitive landscape Intelligent Spaces create both
points of difference and genuine value

9. Intelligent Spaces
Approach 1
Create diverting and talkable responsive spaces that
raise your profile

10. Innovating the Delegate Experience
iBeacon
Operations
Personalised welcome and other location-based alert notifications upon arrival: For example, a
badge is printed upon when the attendee enters the geo-fence with notification sent via the app to
the badge printing location.
Location information and navigation assistance: A geofence can notify attendees where they are
on a map and give guidance on where they wish to go.
Payment – Paypal integration with Paybeacon.
Adapting the space to delegate needs based on measurement/time/attention etc.
Networking and provision of information
Networking and information exchange: iBeacon communication can be two-way. So, with user
permission, the phone app can transmit contact information, social media profiles, specific meeting
room access information, meal tracking, food preferences, and much more. Communication
between attendees can be enhanced with notification/pictures/information about who is nearby.
Automated demonstrations (videos, etc.) for exhibit booth products or any other interest point in a
conference venue.
Targeted exhibitor or event management messages to different categories of participants.
Local area information and deals: Local area merchants could send discount coupons to
convention attendees (if the attendee opts in to receive).

11. Intelligent Spaces
Inside Rolls-Royce at the Saatchi Gallery
> A brand engagement exhibition
> Taking visitors through the remarkable lengths it takes to
create the world’s pinnacle super-luxury motor car, which
perfectly expresses each individual customer’s taste,
personality and lifestyle.
> Intelligent delivery.
> Delivered an app, so the exhibits could be brought to life on
smartphones and tablets using the latest iBeacon technology
(loan devices were also available).
> Designed to lead visitors around the exhibition effortlessly and
seamlessly, unlocking interactive content as they move
through the multi-sensory installations and zones.
> Also responded in the Colour Room with colour recognition.
– 15,207 people visited the four-day exhibition
– #insiderollsroyce reached a potential audience of 41.9 million Twitter
users

12. Intelligent Spaces
Approach 2
Use the space to respond to the input of attendees

13. Innovating the Delegate Experience
Attendee to Participant
The transition from “attendee” to “participant” will undoubtedly continue.
Apps and social
Twitterfalls such as TwitterWalll, Postang and Hashcaster encourage and publicise
social interaction.
Many mobile apps from Double Dutch at the very feature rich end to Conferences
i/o which is more about response and polling.
Meeting pulse
Allows the speaker to prepare polls and see how the audience is feeling about
their talk
Crowd Mics
Turns your phone into a personal microphone that enables easier
conversation, ability to send text questions for the less bold and better
connection
Wearables helping the more passive amongst us

14. Innovating the Delegate Experience
Saatchi’s New Director Showcase at Cannes

15. Intelligent Spaces
Approach 3
Use the space to enhance attendee understanding and
value by allowing things to be saved

16. Innovating the Delegate Experience
RFID/QR
What’s the difference?
•Doesn’t require the download of an app necessarily
•Works best with a login system and place to collect assets
•Can be used for surprise and delight as much as for serious operational/networking opportunities
Networking and provision of information
•Networking and information exchange: a more passive experience, or more active dependent on
what you choose
•Automated demonstrations (videos, etc.) for exhibit booth products or any other interest point in a
conference venue
•Creation of in-conference on-the-fly content and push to social

17. What’s the difference?
•200 touchpoints
•Interactive photo opportunities
•Product brochures – no print brochures
Results
•34,953 users - 14,317 registered and 20,636 unregistered
•3,418 pre-registered
•161,789 page views of the souvenir site by 49,943 visitors to the souvenir site
•13,046 souvenirs outlinks and downloads after the event
Other applications
•Real time tracking of engagement around an event space
•Make it easy for exhibitors to deliver product information at reduced cost
Innovating the Delegate Experience
Canon

18. Intelligent Spaces
Conclusion
> Intelligent spaces can be as simple as allowing attendees to
respond to speakers via mobile apps
> Intelligent spaces can be as extensive as fully integrated
systems that allow attendees to impact on the space and save
assets for later research
> Delegates and exhibitors are expecting more and more from
events and shows. To make an impression we need to drive
real value that responds to their needs – Intelligent Spaces
address this need
> Event organisers that can understand and respond to these
needs will stand out and drive attention and attendance

19. @imaginationlabs
@watusi