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.

ibtm world last year helped us to sell 5 devices after the show, but the impact is bigger as those sold devices now result in higher exposure for us in the markets it was sold to.

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

Mash Machine is a music entertainment machine where anyone can become a DJ within a minute. It can be compared to the music version of Lego, where players have the chance to combine drums, baselines, melodies and vocals on an electronic board. We can adapt the music experience to the event by tailoring the design, content and game play around the Mash Machine e.g. from DJ battles to a relaxation corner or a live performance on stage with musicians. Therefore our target audience are event organizers looking for unique social experiences for their events.

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

Exposure in the Innovation Zone resulted in the sale of 5 devices after the show.

Can you share your biggest success?

A business partner we sold Mash Machine to has already sold a device to a museum and it is about to lock another sale in his market.

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

There is no better way to test your idea or product than to position it in front of the industry during the exhibition. It will widen your perspective on the new event industry trends and it will help you shape and develop the product further.

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?

Impress the panel of judges with the impact your piece of technology has had during events. This year we have already acquired more exciting case studies of how our technology was being used across different events, so we would include those in our application to support the interest in our product. Use statistics wherever possible to support your case.

Summarise your Innovation Zone experience in 3 words.

Friendly, busy and effective.

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