The Technology and Innovation Watch Award, takes place at ibtm world every year and it showcases the Top Ten technology suppliers, who have made a significant contribution to the meetings and events industry. The Top Ten are always featured in the Innovation Zone on the show floor, for all attendees to pop by and find out about the latest leading developments.

AroundThen were among the 9 runners up featured within the Innovation Zone. Here we find out how far they’ve come nearly 1 year on…

Tell us about your product and who your target audience is?

The AroundThen app tracks real-time event interaction and engagement, which simplifies how many of us currently conduct business. Our key target markets includes event planners, co-working spaces and corporate enterprises.

What changes to your business have occurred since being part of the Innovation Zone’s Top Ten at ibtm world (formerly EIBTM)? 

Attending ibtm world and having face to face contact with buyers was a way for us to realise what our key selling features are within the product which attracted buyers. This has enabled us to hone our proposition more tightly around them to gain maximum appeal. Our biggest success at the event includes securing a contract with a global insurance company based in the City of London.

What advice can you provide to a company that wants to launch a product to the MICE industry?

Identify and establish your differentiation factors, keep your proposition as simple as possible and clearly highlight the value your product brings to attendees at the event.

What advice would you give to this year’s applicants to be successful? If you had the chance to do it again, what would you do differently?

Keep your submission as simple and concise as possible. Make sure your product can demonstrate ROI benefits and remember that organisers are very busy people so they need to understand what you’re offering very quickly.

Outside of the Innovation Zone, what new things did you discover about the meetings industry at ibtm world?  

It’s a diverse industry; a lot built on relationships and networking, with plenty of opportunities for vendors to collaborate in order to provide solutions to meet customer requirements.

How did ibtm world help overcome any challenges you were facing?

The event not only enabled us to be face-to-face with key decision-makers and buyers from across Europe and the rest of the world, but it also provided us with the opportunity to network with other industry professionals.

Summarise your Innovation Zone experience in 3 words.  

Interactive. Networking. (A lot of) fun!

Find out more about the 2016 Tech & Innovation Watch awards at www.ibtmworld.com/techwatch16