p2p proximity is the trendiest word in the events industry

ueepa_ticketsBy Justina Kostinaite, Uepaa AG.

It is no secret that proximity is one of the latest technological trends in the events industry. According to a Proxbook report, more than 50% of sports stadiums in North America have started leveraging the technology. Meanwhile, world leading exhibitions and conferences like CES, SXSW and Cannes Lions have started to experiment with proximity solutions as well.

This rapid change has been mainly driven by technologies like beacons, GPS and NFC even though those are far from perfect. Beacons are hardware intensive and bound to a certain location, GPS is not accurate indoors and consumes battery, and NFC remains unavailable on some development platforms.

However, the obvious limitations noted above could be overcome with peer to peer proximity technology. But what exactly does it do?

p2p proximity enables apps to understand their proximity to nearby devices without any additional hardware. It works directly between devices, is highly accurate indoors, doesn’t drain the battery and requires no additional maintenance.

The future of check-in

Imagine being able to automatically check-in attendees right when they arrive at the event gate. All that is required is a smartphone.

The check-in could be triggered automatically when attendee’s and attendant’s smartphones come into close range. Without the need to scan tickets/barcodes or check long guest lists, the waiting time could be greatly reduced and queues almost eliminated.

The future of networking

Moreover, p2p proximity could substantially transform the way we experience networking. Opportunistic discoveries would no longer be lost due to lack of time, traffic or distractions.

Smartphones could easily discover each other, thus enabling profile notifications based on like-minded criteria. These timely relevant matches would allow peers to build a relevant network and engage with each other in real-time.

p2p proximity gamification could also make events more fun and interactive. Beacons have already been used in EXPO 2016, enabling people to unlock secret information scattered around the venue. On the contrary, with p2p proximity technology gamified experiences could be created directly between the attendees without the need to deploy beacons.

The future of data analytics

Peer to peer proximity could prove handy for generating contextually relevant data too. It would enable venues to understand interactions between attendees without 3rd party hardware requirements in real-time and even outside the venue.

p2p proximity, with its many advantages over beacons, GPS and NFC, is going to reshape the way we experience events. We are expecting to see big players such as Eventbrite, SXSW or CES adopting this cutting edge technology in the future. One thing is certain: p2p proximity will empower far more efficient, engaging and exciting experiences for both event’s guests and organizers.

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Categories: Beacons

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