The Mobile App Phenomenon

It would be difficult for many of us to get through a day without grabbing our mobile device and using at least one app. Apps can help us stay healthy and fit, capture photos in many unique ways, help us plan our dinner menus, keep our finances in order, give us challenging games, and even close our garage doors after we’ve left our homes. There seem to be no limit to what apps can do, and the innovation continues.

Application software, also known as an app, is computer software designed to help us perform specific tasks. The abbreviation "app" has evolved to mean software written for mobile devices.

Technology researchers at Gartner Inc. predict that by 2017, mobile apps will be downloaded more than 268 billion times, generating revenue of more than $77 billion and making apps one of the highest revenue growth areas across the globe.

The market for business-focused mobile applications will more than double in the next five years, according to market research firm Strategy Analytics, which also predicted that 200 million mobile workers will use at least one business-focused app this year alone.

Earlier this year, Forbes Insights released, “The Connected Marketer: How Apps Are Engaging Customers, Partners and Employees,” produced in association with Adobe. This survey report detailed key trends about how senior-level marketers are integrating apps in the marketing mix.  Marketers are taking the lead, with 53% designing and deploying apps as part of marketing and business development strategies. Sixty-eight percent of all the respondents say they are offering exclusive app content that is not available elsewhere.  Forty-four percent of respondents attempt to measure metrics within the app, including content views and number of downloads. However, marketers are not yet focusing on length of time spent with the app.

We at Alliance Tech see many benefits to utilizing mobile apps in the event marketing industry, and we are focusing on the development of mobile apps to solve key event needs.  Our Intelligent LEADS lead retrieval apps captures a prospect’s contact information, provides a qualification survey, let you rate leads, add comments and even capture and transcribe business cards. It also syncs leads to the cloud, and even integrates with backend CRMs or marketing automation tools. Our Intelligent ATTENDANCE app provides the ability for event managers to easily track session attendance or provide access control at conferences and events while our Intelligent CHECK-IN app provides a streamlined solution for onsite conference check-in and badge printing.  Our latest app, Intelligent CLOUD EVENTS, provides smaller conferences and events the opportunity to have a self-service solution for onsite check-in and easy attendance tracking.

In the event marketing industry, apps can provide easier and more efficient ways to enhance the face-to-face marketing experience and expand the possibilities for engagement with our prospects and customers.  I believe there is a lot more to come, and all of us at Alliance Tech look forward to finding ways that this exploding technology can benefit event marketers and show organizers.